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Consumer Behavior in Fashion PDF

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Added on  2021-12-10

Consumer Behavior in Fashion PDF

   Added on 2021-12-10

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Running head: Consumer Behavior in Fashion 1
Consumer Behavior Fashion
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Consumer Behavior in Fashion PDF_1
Consumer Behavior in Fashion 2
Reference groups are individuals who influences the consumer purchasing decision. These
groups are used to influence the type of product to purchase and the brand of the product
(Childers & Rao, 2017). These are two major reference groups:
- A Normative reference group.
- A comparative reference group.
A normative reference group. This group influences consumers’ norms, values and attitudes
only through direct relations. Individuals of this group are motivated to maintain and gain
acceptance. Example includes shopping and friendship groups, work and consumer-action
groups.
A comparative reference group. The individuals in this group they compare themselves with
others individual standards so as to strive like them. Examples include heroes, celebrities and
experts.
Illustrated example in each group according to the consumer behavior includes:
- Normative reference group is expressed between a parent and children in the family. The
parents always plays vital role in influencing child’s norms and values in behavior.
Therefore, if is wearing the parents will buy new fashion of clothes to their children to
look smart.
- In comparative reference group, example is like when someone is benchmarking others
lifestyle which appear betters than yours, like a child who likes to be a professional
footballer. This child will try for his best way to wear like him and maintain hair style
which is similar. The life of that child will be imitating the lifestyle of that footballer.
Therefore, this child will purchase all service and product possible to look like that celeb
(Escalas & Bettman, 2017).
Consumer Behavior in Fashion PDF_2

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