Question

Describe the reference groups that may be affecting consumers relative to this cultural context "valentine's day" and provide examples. Is the influence from reference groups informative, utilitarian, or value-expressive? Explain. Does social comparison theory play a role in consumer behavior? Explain.

Answer 1

Answer

social influencing is the influence of people over people .The reference group can be a individual or a group providing the strategy for marketing over a particular scenario.It has a set of influence on consumer behaviour.The influence is through culture and subculture ,social class ,family,and reference group.The reference group is idenrtified by thge individuals who are basically opinion leaders for the group.and these opinion leader are the people who influence others.In the context of culture particularly valentine day the reference group influence iby word opf mouth .The consumers are much influenced by the things which they listen or hear other people or pperson.It happen every timewhen an individual or buyer ask for recommendatio or advice on aproduct or service like it can be gift,present for valentine and everytime someone from reference group volunteers an opiunion.For example Is gifting a Gold ring to my wife a good present for valentine this year ? what did you say ? which brand should i consider ? Do you know anything about it ? or whgere should we go for l;unch on this valentine ? So through this type of influencing by the reference group create marketing in more easy manner.The consumer tap in to a variety of social networks and online communities with the concept of reference groupsAlso marketer needs to know the kind of reference group inbfluencing their target segments.Yes In my opinion the reference group provide utilitarian kind of influence over the consumer.The  REFERENCE GROUP MOST FIRMLY TARGET THE FAMILY WHO IS THE GROUND DECISION MAKER ON THE BEHALF OF CONSUMER MOST OPF THE TIME AND THEY UNDERSTAND THEM very well before making the marketing strategies . The social comparision theory have a important role on the behyaviour of consumer for a particular product or service .Tjhe consumer feelings towards a the social comparision or the social possession is found to be a potent source of influencing on the purchase of product .Lets take for an example for brand X which is better and is best for the time being for a society .now if someone purchase iot prodcut , the other people of the spociety will get attracted towards it because they dont have that and this make the other people influenced and marketin increases in that way .

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