A male about 25 years old can be regarded as someone who is well educated and has a good job with a high salary. He has a very good relationship with his partner (girlfriend). On his partner birthday he would like to give a watch for her. .
He decides to give a Longines watch cost $1795 for her birth day but he doesn't know if the watch his partner really like, he might go to ask Primary groups like some of his female friends what kind of gifts they really expect to have on their birthday and whether or not a Longiens watch is good gift for her birthday. They might give him some advices such as beautiful flowers, chocolates, a watch, a necklace, and perfumes. Primary groups are the groups with which a regular and informal relationship is maintained. Example family friends colleagues etc. for this case it influences his consumer buying behaviors on chosen gifts. .
Kotler, P., Brown, L., Adam, S., & Armstrong, G.(2001) marketing (5th ed.).NSW: person education Australia pty limited.
If he is not sure what type of designed Longines watch he should give to her and then he might go to a watch shop to ask a shop assistant to get ideas about a good designed Longines watch for girls birthday. Reference groups are all those groups that have a direct or indirect bearing on a person's attitude or behaviour.
For this case the shop assistant influences his consumer behaviors on decision-making.
Kotler, P., Brown, L., Adam, S., & Armstrong, G.(2001) marketing (5th ed.).NSW: person education Australia pty limited.
If there are many beautiful and wealthy girls having Longines watches and a pop star named ziyi zhang is doing advertisement for Longines watch company. The beautiful and worthy girls and pop star might influence on his consumer behaviors, because he wants his partner to have the same thing that pop star does and he wants his partner beautiful and wealthy. Aspirational groups are the groups that the individual aspires or wishes to be a part of.
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