Running head: Consumer Behavior in Fashion1 Consumer Behavior Fashion Student’s Name University Course Date
Consumer Behavior in Fashion2 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).
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