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REFERENCE GROUP ” An actual or imaginary individual or group conceived of having relevance upon individual’s evaluations, aspirations or behaviour.”

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Presentation on theme: "REFERENCE GROUP ” An actual or imaginary individual or group conceived of having relevance upon individual’s evaluations, aspirations or behaviour.”"— Presentation transcript:

1 REFERENCE GROUP ” An actual or imaginary individual or group conceived of having relevance upon individual’s evaluations, aspirations or behaviour.”

2 FORMAL AND INFORMAL GROUPS Formal group has highly defined structured Informal group is a usually small social group whose members share close personal relationship

3 FORMS OF REFERENCE GROUP INFLUENCE Informational influence Utilitarian influence Value-expressive influence

4 SIX BASES OF POWER Referent power Expert power Information power Reward power Coersive power Social power Legitimate power

5 Studies made in Griffith University shows that: - Midwifes endorsement increased consumers purchase intention - Consumers willing to pay more HEALTHCARE PRODUCTS FOR BABYS

6 POWER BALANCE WRISTBAND

7 STORY BEHIND IT Producer was a US company established in 2007 Price 25-40euros Over 100 million euros sale in 2010 Bankrupt in 2011 promoted through paid celebrity endorsements

8 WHAT THEY TOLD US? Holograms which are embedded with frequencies react with your body’s electro-magnetic field and the result is: Your balance gets better You become stronger It will make you more flexible

9 AND WE BELIEVED BECAUSE.... http://www.youtube.com/watch?v=D_i2W8K48CY

10 KOBY BRYANT

11 CRISTIANO RONALDO

12 DAVID BECKHAM

13 P. DIDDY

14 GERARD BUTLER

15 KATE MIDDLETON

16 BILL CLINTON

17 OPINION LEADER ”Person whose opinions and advices affect other peoples attitudes and behaviour” Typical features: - expertise - knowledge - social activity and networks - status - education - person is admired - person is opinion seeker - person is forerunner

18 WHY COMPANIES USE OPINION LEADERS FOR MARKETING? Companies use opinnion leaders to sell their product because it is efficient way to effect customers in many different stages of BEFORE consumer makes decition to buy the product. Stages affected by opinion leaders: - Recognation of product - Generating interest about product - Evaluation of alternatives - Decision making

19 SOURCES Griffin university, The impact of endorsement on product stated choice preferences: A best & worts study 2012 http://www.satakunnankansa.fi/cs/Satellite?c=AMArticle_C&childpagename=SKA_newssit e%2FAMLayout&cid=1194661494812&p=1194596326103&packedargs=packedargs%3DA MArticleCommentThreadDetails%25253AmaxPosts%253D40&pagename=SKAWrapper http://www.satakunnankansa.fi/cs/Satellite?c=AMArticle_C&childpagename=SKA_newssit e%2FAMLayout&cid=1194661494812&p=1194596326103&packedargs=packedargs%3DA MArticleCommentThreadDetails%25253AmaxPosts%253D40&pagename=SKAWrapper http://www.powerbalance.com/international/ http://www.iltasanomat.fi/ulkomaat/art-1288360210115.html

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