From the course: Marketing Foundations: Consumer Behavior
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Helping customers manage their social status
From the course: Marketing Foundations: Consumer Behavior
Helping customers manage their social status
- Whether they realize it or not, consumers identify with certain groups and these groups called reference groups, can affect a consumers behavior, positively or negatively. Now you, as the marketer, need to understand this relationship to improve how you promote and sell your products. First and most influential, is your primary group. That's your inner circle of family members and closest friends. You know, the people you see and talk to on a regular basis. Now, outside of that circle is your secondary group. The people you see only occasionally but you have some shared interest with them, for example, they might be neighbors or coworkers. The common bond might be that you all root for the same sports team. Now, another important group is called the aspirational group. This is the group that you very much want to join or be associated with and these can definitely affect your purchase behaviors. For example, a young…
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