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Reference Groups & Opinion Leadership Insights

Harley Earl was a pioneering automotive designer who worked as vice president of GM in the 1950s. He introduced techniques like hand sculpting clay models and annual model changes. Under his leadership, GM gained 50% market share and created a design monopoly. Reference groups, like friendship and work groups, influence consumers' purchase decisions by providing information and expressing values. Opinion leaders are knowledgeable individuals whose advice is respected. They influence others by evaluating new products and synthesizing information. Market mavens have general market expertise and influence others through their early awareness of new offerings.

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76 views13 pages

Reference Groups & Opinion Leadership Insights

Harley Earl was a pioneering automotive designer who worked as vice president of GM in the 1950s. He introduced techniques like hand sculpting clay models and annual model changes. Under his leadership, GM gained 50% market share and created a design monopoly. Reference groups, like friendship and work groups, influence consumers' purchase decisions by providing information and expressing values. Opinion leaders are knowledgeable individuals whose advice is respected. They influence others by evaluating new products and synthesizing information. Market mavens have general market expertise and influence others through their early awareness of new offerings.

Uploaded by

bharatburla
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Reference Groups and Opinion

Leadership
Who is Harley Earl?
• Harley J. Earl  vice
president of GM.

• Designer and a pioneer of


modern transportation.

• Hand sculpted clay models


as design techniques.
• Credited for automotive industry into the
design business.

• Invented “annual model change”.

• 50% market share level- introduced XP-500.

• Created a design monopoly during 1950’s.


From a marketing perspective
• Reference Groups are
groups that serves as
frames of reference
for individuals in their
purchase or
consumption decision
Reference Group Influence
• Information Influence
– The Harley Earl is popularly known likely to seek
information from reference group.

• Utilitarian Influence
– Influence has a greater roles in case highly visible products.

• Value-Expression
– US consumer falling in love.
Selected Consumer-Related
Reference Groups
• Friendship groups
• Shopping groups
• Work groups
• Virtual groups or communities
• Consumer-action groups
Individuals or groups
with whom a person
identifies but does not
Indirect
have direct face-to-face
Reference
contact, such as movie
Groups
stars, sports heroes,
political leaders, or TV
personalities.
Appeals
• The Executive
• Celebrity
Opinion Leaders
An Opinion Leader is Someone Who is
Knowledgeable About Products and Whose Advice
is Taken Seriously By Others.
Are Often Among Are Technically
the First to Buy Competent and Have
New Products Expert Power

Opinion
Opinion
Are Similar to Leaders Have
HavePrescreened,
Prescreened,
Leaders
the Consumer in Evaluated,
Evaluated,and
and
Values and Beliefs Synthesized
Synthesized
Product
ProductInformation
Information
Are Socially
Active in
Their Community
What Is Opinion Leadership?

Opinion Opinion
Leader Receiver

Opinion
Seeker
Opinion Leadership
• Influencing the opinion leader
• Rationing the supply
• Exploiting the icons
• Being the category top lists
• Nurture the grass roots
Individuals whose
influence stems from a
general knowledge or
Market
market expertise that
Maven
leads to an early
awareness of new
products and services.
Thank u…………

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