When Carol, an avid golfer, purchased a set of expensive Callaway golf clubs, the relative reference group influence for her purchase was:
A) weak for product and strong for brand.
B) weak for product and weak for brand.
C) strong for product and strong for brand.
D) strong for product and weak for brand.

Question

Quizplus · Accepted Answer

The relative reference group influence was strong for both the product (golf clubs) and the brand (Callaway) because Carol, being an avid golfer, likely values the opinions and behaviors of other golfers who influence her choice of both the specific type of product and the prestigious brand.

When Carol, an Avid Golfer, Purchased a Set of Expensive