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(Age group: 22-35years)

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India is one of the youngest countries in the world with63.6% of its population in the age-group of 15-64 years.

This age group also enjoys a decent 1.06: 1 male to

female ratio, giving women an almost equal presence.

Now, if we look at the 10 largest cities of India, they have

a combined population of 6,41,11,356.

Even if we assume that half of these are women andone-eighth of these citizens are working women, the

figure still stands at over 40 lakh.

Thus giving us a very lucrative area of study on women.

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Reference group is a group to which an individual

relates to or aspires to relate to himself. It becomes theindividuals frames of reference for ordering hisexperiences, perceptions, cognition and behavior .

This research is aimed towards study of variousprimary reference groups which include family, friends,neighbors, colleagues etc and their impact on buyingbehavior of working women.

Working women has been a segment of interest asthey have ameliorated exposure through which theytend to get influenced by both formal and informalreference groups.

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Advertising

Personalselling

Sales

promotions

Publicrelations

Formal

Referencegroups

Social class

Culture

Environment

Informal

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A reference group is the anchor used by andindividual to base any decision or judgement. Itaids a person to evaluate his or her opinions andbehaviour.

The church, labour union, political party, or sororityare examples of both positive and negativereference groups for specific individuals.

A reference group can have a large number ofpersons like a political party or can be an individuallike a family member or celebrity.

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Positive

Membership Group

Disclaimant Group

Aspiration Group

Avoidance Group

POSITIVE

ATTITUDE

NEGATIVE

ATTITUDETYPES OF MEMBERSHIP GROUPS

Family/Peer Groups

Shopping Groups

Sports Groups

INFORMAL FORMALSchool Groups

Business Groups

Alumni Groups

Tenant Organization

PRIMARY

SECONDARY

TYPES OF ASPIRATION

GROUPS

Anticipatory

Symbolic

CONTACT

NO CONTACT

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Primary reference groupsSecondary reference groups

Types of Reference Groups

Formal reference groups

Informal reference groups

Membership reference groups

Symbolic reference groups

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Decision maker of 85% of purchases in ahousehold.

Women have long been type casted as shopaholics

and men are run away from it, the recent surveysshow no change in the same.

Relation between annual income and shoppingfrequency is analysed - 38% women having annualincome if more than 3.5 lacs shop once a month andrest shop once in three months.

27 percent of a single working womans purchasesconstitute of apparel and accessories. Whereas for amarried woman, this figure stands at 15 percent.

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Youngsingle

Outdoor

sportinggoods,

sports, carsfashionclothing,

entertainmentand

recreationservices

Youngmarriedwith nochildren

Recreation

andrelaxation,insurance,

home

furnishing,travel, homeappliances,

highpurchase

rate ofdurables

Youngmarried

withchildren

Baby food,clothing, and

furniture :starter

housing,

insurance,washers-

dryers,medicalservices

for children,toys

Middle-agedwith childrenat home

Restaurants

Large foodpurchases

(respond tobulkbuying)dental care,

higher-pricedfurniture,autos,housing,fast-food

Divorced

child care,time-saving

appliancesand foods,

cash poor

Money-savingproducts,

frozenfoods,rentalhousing

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Reference group influence generally falls into oneof three categories defined in the following list:

Informational Influence Consumers use the

behaviors and attitudes of reference groups asinformation when making their own decisions.

Utilitarian Influence Consumers conform togroup expectations to receive a reward or avoid

punishment. Value-Expressive Influence Consumers

internalize a groups values or joingroups to express their own values and beliefs.

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Information influence behaviours and opinions of reference groups are used as

potentially useful pieces of information

Normative influence (utilitarian influence)when an individual fulfils group expectations to gain a direct

reward or avoid a sanction

Identification influence (value-expressiveinfluence)when an individual uses perceived-group norms and values as

a guide for their own attitudes or values

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Toilet paper

Deodrant

Hot water

heater

Clothing

Mobile

Automobiles

shoes

Jacuzzi tub

DVD Player

Electric

Blanket

Digital

Camera

Jewellery

In Private In Public

Necessity

Luxury

High

HighLow

Low

Influence on the brand

Influenceonwh

ethertheproduc

tis

purchased

What type of

product is it

Where is it

consumed

Reference group Influence on Public and Privately used Products

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Need to

connect

with

reference

groups

Abundant offerings

to choose from

Conscious nature of

women

Need to be socially

accepted

Trust family &

friends more than

themselves

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Family

Friends

Colleagues

Husband

Children

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Identification

& judging of

reference

groups

Relationship with

the shopper

Knowledge &

expertise

Social quotient Decision making

power

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Easy toconvince duringpoint of

purchase

Alwaysconfused

Not very muchsatisfied

Are more firm

Know what theyexactly want

Moresatisfied

Women Men

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Consumers tend to be more influenced by referencegroups if the information is perceived as reliable andrelevant to the problem at hand.

Thus, some marketers hire recognized experts toendorse a product and tell consumers why it is good.

The utilitiarian reference groups influence is whenreference groups have the control over certain rewardsand punishment .

Marketers use these factors by showing suchsanctions in TV commercials (people recoiling fromoffensive body odours, bad breath, or dandruff flakeson someones shoulder).

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Application of reference groups through :

Socialnetworking

sites

Blogs

YouTube Media

ProductPositioning

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Researches have been done on the impact ofreference groups on buying behavior of women

for apparels and many other categories of

products.

But this research is confined to study the age

group 0f 22- 35 years of working women which

can be considered to be the most dynamic agegroup for women.

We are striving to explore this age segment of

women and to study their buying behaviour.

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The two major objectives of our study will be as

follows:

To study the primary reference groupsinfluencing the buying behavior of workingwomen.

To study why consumers affiliate with acertain reference group and how they do so.

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Research Design An exploratory study in nature focusing on thereference groups and its influence on women.

Data collection Primary and Secondary Both.

Primary Data Questionnaires (sample size 100) and Focus Group.

Sample Size 100 sample divided into

Single

Married Married with Kids.

Secondary Data Research Papers and Journals.

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ROL fr mp\marketing

research\Questionnaire.docx

http://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docx

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SHOPPING COMPANION

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ACCEPTANCE OF OPINION

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SOURCES OF INFORMATION

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Reference groups for women can be family, friend orcan be any one the woman knows. Women are largelyinfluenced by the people around them for theirshopping decision.

The data shows that women explore for shoppingtrends and shop at least once a month.

Also the impact of reference group varies with productcategories .

Magazines and television can be important sources ofinformation for women. Hence marketers can usethese mediums to target women.

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To continue the study further :

How primary reference group influences.

Detailed analysis of each group.

Impact of age on the reference group

influence for women.

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The age group 22-35 considers of women

at different stages who may act differently

at different stages.

Due to the scarcity of resources , the

sample size was kept at100

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http://libguides.usc.edu/content.php?pid=83009&sid=818072

(Accessed on 27/1/13 at 12:50am)

http://www.egyankosh.ac.in/bitstream/123456789/35538/3/Unit-3.pdf (Accessed on 27/1/13 at 12:50am)

http://wiki.answers.com/Q/Definition_of_primary_and_secondary_research(Accessed on 27/1/13 at 12:50am)

http://www.businessdictionary.com/definition/reference-group.html#ixzz2NVyBVuPg

(accessed on 14/3/13 at 5:30pm) https://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdf(Accessed on 10/3/13 at 2.09 am)

http://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQ

(Accessed on 14/3/13 at 10:30pm)

Images references:

http://www.google.co.in/imgres?q=women+purchasing+apparel&um=1&hl=en&biw=1366&bih=623&tbm=isch&tbnid=eEtIps8fAcj_OM:&imgrefurl

(Accessed on 14/3/13 at 10:30pm)

http://libguides.usc.edu/content.php?pid=83009&sid=818072http://www.egyankosh.ac.in/bitstream/123456789/35538/3/Unit-3.pdfhttp://wiki.answers.com/Q/Definition_of_primary_and_secondary_researchhttp://www.businessdictionary.com/definition/reference-group.htmlhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://www.google.co.in/imgres?q=women+purchasing+apparel&um=1&hl=en&biw=1366&bih=623&tbm=isch&tbnid=eEtIps8fAcj_OM:&imgrefurlhttp://www.google.co.in/imgres?q=women+purchasing+apparel&um=1&hl=en&biw=1366&bih=623&tbm=isch&tbnid=eEtIps8fAcj_OM:&imgrefurlhttp://www.google.co.in/imgres?q=women+purchasing+apparel&um=1&hl=en&biw=1366&bih=623&tbm=isch&tbnid=eEtIps8fAcj_OM:&imgrefurlhttp://www.google.co.in/imgres?q=women+purchasing+apparel&um=1&hl=en&biw=1366&bih=623&tbm=isch&tbnid=eEtIps8fAcj_OM:&imgrefurlhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttp://www.businessdictionary.com/definition/reference-group.htmlhttp://www.businessdictionary.com/definition/reference-group.htmlhttp://www.businessdictionary.com/definition/reference-group.htmlhttp://wiki.answers.com/Q/Definition_of_primary_and_secondary_researchhttp://www.egyankosh.ac.in/bitstream/123456789/35538/3/Unit-3.pdfhttp://www.egyankosh.ac.in/bitstream/123456789/35538/3/Unit-3.pdfhttp://www.egyankosh.ac.in/bitstream/123456789/35538/3/Unit-3.pdfhttp://libguides.usc.edu/content.php?pid=83009&sid=818072

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THANK YOU

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MFM II

Palak AgarwalRutu Patel

Ruchi Patel