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Robert G. Allen Chapter 2 Ethnic, religious and group infl uences 52 53 Aspirational reference groups Dissociative reference groups These are groups to which we would like to belong, but currently are not members. These are usually groups we hold in high esteem; we sometimes pattern our behaviour after them since we want to be like them. This can be particularly true for the youth market who might want to dress and behave like their favourite music or fi lm star. Marketers try to associate products with aspirational reference groups.

A counter blog, The Zero Coke Movement, was established to expose the perceived lack of ethics in this advertising strategy. In addition, other blogs such as The Zero Movement Sucks were started. After this controversy, logos and other Coke Zero branding were uploaded on the website. This made it very clear that the website was linked to Coca-Cola. In spite of this controversy (or perhaps because of it) Coke Zero’s Australian launch proved a resounding success. Chapter 1 What is consumer behaviour?

Chapter 1 What is consumer behaviour? 28 29 Focus groups Interviews Focus groups see a marketing researcher meet with groups of consumers in either a formal or informal setting. Consumers are encouraged to share their feelings about their needs or reactions to different products and services. The researcher serves only as a moderator of the discussion. Similar to focus groups, interviews involve direct contact with consumers. Interviews tend to be better suited to topics that are sensitive, confi dential or emotionally charged.

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