All the questions are in relation with consumer behaviour.
Q.1 Discuss the reference group influences and determine what kind of influence you would use when considering the purchase of a luxury brand.( 400 words)
Details:
i) Using journal articles list the type of reference groups.
ii) Discuss the group influences:- Informational, Utilitarian and Value- Expressive
Q.2 Individual differences often affect how much an individual is affected by reference groups. Provide two individual difference variables that may affect a consumer when considering the purchase of a luxury brand. ( 400 words)
Details:
i) From journal articles explain how individual differences affects consumer choice decisions
ii) From journal articles define and explain 2 individual differences and explain how they affect the consumers choice in luxury brands .( Interpersonal influence, social comparison, embarrassment and separateness-connectedness)
Q.3 Define reference groups. (400 words) Which are the THREE reference groups that may be relevant for luxury brands and products?
Details:
i) Using journal articles define the reference groups and the types of reference groups ( There are more than 5 groups).