A functional approach to understand consumer behavior while. Value expressive influence value expressive influence stems from a desire to enhance selfconcept through identification with others. Specifically, three types of reference group influence informational influence, utilitarian influence, and value expressive influence are examined in this study. Reference groups can influence a consumer by affecting how they perceive a given product or service i. In this process the consumer starts with recognizing the need of the product, and then finds a way or a medium of solving these needs, makes purchase decisions like planning whether he should buy or not buy a certain product, and then he confirms the information, jots down a plan and then.
Specifically, three types of reference group influence informational influence, utilitarian influence, and valueexpressive influence are examined in this study. Junior scientific researcher journal munich personal repec. The primary academic contribution of this research is a theoretical model that integrates a. Informal primary groups include family and peer groups. Definition of reference group in consumer behaviour tutorial. Group influence on consumer behavior mba knowledge base. The marketers try to understand the actions of the consumers in the marketplace and the underlying motives for such actions. Informational value expressive utilitarian when individuals alter their behaviors or beliefs to meet the expectations of a particular group when a need for psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors when people have difficulty. Value is what we aim for in the end, creating the maximum about of value for your consumers is what you should be aiming for when using social media as a marketing tool. When making a purchase decision, a consumer goes through a process which is often composed of stages.
A study on the influence of purchase intentions on repurchase. Convenience sampling was used to collect primary data. A pragmatic approach that focuses on how attitudes facilitate social behaviour. Implications for change and for subsequent behavior. The present study is an effort to explore the influence of income and occupation on consumers susceptibility to reference group demands on brand choice decisions and to verify the relevance of. This led to paradigm shift of the manufacturers attention from product to. Consumer behaviour emerged in the 1940s and 50s as a distinct sub. Information influence is the tendency of a consumer to. Social reference group influence on women buying behaviour. There are a wide range of products available nowadays to satisfy the primary needs of the customers, so the decision making process and the priority for the individuals or. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumers emotional, mental and behavioural responses that precede or follow these activities.
Valueexpressive influence valueexpressive influence stems from a desire to enhance selfconcept through identification with others. Influence of social reference group on buying behavior, a. Consumer perceptions of reference group influence on product and brand decisions were examined using 645 members of a consumer panel and 151 respondents in a followup study. Aug 28, 2009 regression analysis was used to test hypotheses. Primary groups are intimate, facetoface such as family and peer groups. Reference groups and family reference groups and families. This type of behavior is encountered when consumers are buying an expensive, infrequently bought product. In the consumer durables, demonstration at retail outlets may spread product benefits among the target segment. Although susceptibility to interpersonal influence is regarded as an important variable for the study of consumer behavior, the same is very.
Personality and consumer behavior extraversion and. Consumer behavior reference groups in our daily lives, we all get influenced by a variety of people while making our purchase decisions. The main purpose of creating this material is to help the mba students in understanding the various aspects of the consumer behaviour. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Reference group is among many factors influence consumer decision making. Investigating the socialadjustive and valueexpressive functions of wellgrounded attitudes. Information influence occurs when direct or indirect communication of knowledge enhances the knowledge base or decision strategies of the consumer. The effects of retailers adoption and word of mouth. Brunkrant and cousineau 1975 23 defined normative influence as the tendencies to confirm the expectations of others. Identification influence, also referred to as valueexpressive influence, occurs when individuals. The influence of reference groups on consumer behaviour is felt through the influence of social power. Peer influence on young adults products purchase decisions.
The role of social influence in purchasing sports apparel. Consumer behavior in marketing patterns, types, segmentation. The sellers market has disappeared and buyers market has come up. Advertisers usually try to appeal to the value expressive nature of attitudes by implying that use or purchase of a certain item will lead to selfenhancement. Definition of reference group in consumer behaviour. Reference groups affect consumers by imparting information and by influencing value expressive needs of the consumers.
Research has shown that reference groups influences which are central to consumer purchasing behaviour can be classified into three. It is one of the functions of attitudes proposed by the functional theory of attitudes. Oct 31, 2011 i observed 5 consumers in total, consumer a and b in the cereal aisle and consumer c, d and e in the bread aisle. The above discussion showed that social influence has an effect on consumer behaviour. In particular, as sports apparel is considered conspicuous products, social influence in the form of normative influence is likely to play a role in the purchase of sportsrelated goods. Value expressive influence is the tendency of consumer to. Reference group influence on product and brand purchase. A useful framework of analysis of group influence on the individual is the so called reference groupthe term comes about because an individual uses a relevant group as a standard of reference against which oneself is compared. Reference group and opinion leadership reference groups use other people as a frame of reference. Reference group influence on product and brand purchase decisions. Millennial generations susceptibility to interpersonal. Utilitarian influence occurs when consumers comply with the expectations of other to receive rewards or avoid punishment. Humans are inherently social animals, and individuals greatly influence each other.
Identification influence known as valueexpressive influence. Differences for 16 products in informational, value expressive, and utilitarian influence were investigated in a nested repeated measures design. Consumer behaviour is defined as the process in which the consumer takes decisions in buying a product, service to satisfy hisher needs and desires. Informational influence on consumers found to be highest compared with utilitarian influence and valueexpressive influence. The valueexpressive function is served by attitudes that demonstrate ones self image to others. Although susceptibility to interpersonal influence is regarded as an important. Reference groups influence consumers in three ways. The reference group is used to confirm the consumers attitudes, norms and actual behavior.
A functional approach to understand consumer behavior while selecting coffee parlor 9 suggested citation. Aug, 20 utilitarian influence utilitarian influence is reflected in compliance with the expectations, real or imagined, of others. However, morality failed to exhibit a significant impact on valueexpressive goals and purchasing decisions. External influences directly impact the value of activities although the influence comes from sources outside of the consumer including social and situational factors. Value expressive reference group influence monash business. Environment influence on consumer behaviour free download as powerpoint presentation. Investigating the socialadjustive and value expressive. Informational valueexpressive utilitarian when individuals alter their behaviors or beliefs to meet the expectations of a particular group when a need for psychological association with a group causes acceptance of its norms, values, attitudes, or behaviors when people have difficulty. Empirical research to test the research hypotheses. Utilitarian influence helps in obtaining praise or avoiding punishment from the group due to nonconformance. A functional approach to understand consumer behavior while selecting coffee parlor, american journal of scientific research, 80, 8148. The purpose of this paper is to focus on the influence of purchase intentions on repurchase decisions, and also to examine the moderating effects of reference groups and perceived risks.
Pdf social reference group influence on women buying. Definition of reference group in consumer behaviour definition of reference group in consumer behaviour courses with reference manuals and examples pdf. Consumer value a particular brand because of its utility function. Therefore the marketer can change the attitude of consumer by focusing on the utilitarian function which the consumers are not aware of. Despite the above tendency, however, i have chosen the examination of the role of reference group influence in consumer behaviour as the topic of my dissertation. Understand consumer behavior while selecting coffee parlor, american journal of scientific research, 80, 8148. This specially holds true for high involvement products that is, costly products. The following powers are used to influence individuals in a group. If one wants to be a member of the group, one has to conform to the standards of the group. The association or reflection that a product or service has on the consumer is the main concern of an individual embracing the value expressive function solomon, 2008.
Students selection of a private university is an important decision for both the student and his family. The value expressive function is employed when a consumer is basing their attitude regarding a product or service on selfconcept or central values. Recognition, information search, alternative evaluation, purchase decision, and postpurchase behavior. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer s emotional, mental and behavioural responses that precede or follow these activities.
Csii is an important concept in consumer behaviour studies, because an important determinant of individual. Formal groups are highly defined in structure, interact frequently, such a school groups, business groups and work. What are the factors influencing consumer behavior. A total of 1,200 questionnaires were distributed and 1,155 effective samples were. Kacenb,1 a business school, university of western australia, 35 stirling highway, crawley wa 6009, australia b department of marketing and entrepreneurship, c. The association or reflection that a product or service has on the consumer is the main concern of an individual embracing. Cultural influences on consumer satisfaction with impulse and planned purchase decisions julie anne leea. Read this article to learn about the nature, theories, personal values and life style concept of personality of a consumer. Environment influence on consumer behaviour consumer. A quantitative research of consumers attitude towards food products advertising voicu mirelacristina1 1nicolae titulescu university of bucharest, email. Cultural influences on consumer satisfaction with impulse. The material displayed here are collected from various sources and an.
However, consistent with the hypothesised influence an equal. A quantitative research of consumers attitude towards. The individual behaves reliable with the groups norms and beliefs because the individuals and the groups norms, attitudes and beliefs are the same. In other words, although conceptually utilitarian and value expressive influence could be separated, their. Jun 28, 2012 external influences directly impact the value of activities although the influence comes from sources outside of the consumer including social and situational factors. A study on the influence of purchase intentions on.
The consumer behavior is the study of how an individual decides to purchase a particular product over the other and what are the underlying factors that mold such behavior. We seek out others who share our interests in products or services. Mar 08, 2010 identification influence known as valueexpressive influence. The value expressive function is served by attitudes that demonstrate ones self image to others. However, morality failed to exhibit a significant impact on value expressive goals and purchasing decisions. The consumer behaviour or buyer behaviour is influenced by seve ral factors or forces. A consumer research has separated normative influence into value expressive utilitarian influences price, feick, and higie 198724.
How reference groups exert influence on consumer behavior. This aspect may be useful in developing wordofmouth strategies. Utilitarian influence utilitarian influence is reflected in compliance with the expectations, real or imagined, of others. Attitudes can express consumers self images and value systems. Valueexpressive influence occurs when a consumer uses a groups. The exception is a study conducted by childers and. Consumer purchase decisions are influenced by effective external. We also carried out the primary research in order to attain our research findings. The valueexpressive function is employed when a consumer is basing their attitude regarding a product or service on selfconcept or central values. Consumer behaviour is a physiological process it is all related to the emotions of the consumer.
Informational influence improves ones knowledge and ability to cope with the environment. How do consumers make their purchase decisions between. Pdf students susceptibility to reference group influence on. A function of attitudes that allows the individual to express his or her self concept. In our research the comparison of two fashion magazines, we covered the some characteristics of consumer buying behaviours i. In addition, publicly consumed luxuries attracted more informational, value expressive and utilitarian influence than privately consumed luxuries which was contrary to the hypothesised influence. Utilitarian influence happens if an individual complies with the expectations of others in an attempt to avoid. Apr 02, 2015 reference groups influence consumers in three ways. Valueexpressive influence and utilitarian influence form a broad category of normative influence. The value expressive function 187 the knowledge function 187 associating brands with worthy objects or causes 187 the elaboration likelihood model 188 cognitive dissonance and resolving conflicting attitudes 189 resolving conflicting attitudes 190 assigning causality and attribution theory 190 selfperception attributions 190. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area. Influence of income and occupation on consumers susceptibility to.
Bauer college of business, university of houston 334 melcher hall. The individual behaves reliable with the groups norms and beliefs because the individuals. The role of reference group influence in consumer behaviour. If one wants to be a member of the group, one has to conform to the. A functional approach to understand consumer behavior. Investigating the socialadjustive and value expressive functions of wellgrounded attitudes.
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