If reference groups have a weak influence on consumers' product category choices, then these groups automatically have a weak influence on consumers' brand choices.

Question

Quizplus · Accepted Answer

Reference groups can have a weak influence on the product category choices of consumers but still exert a strong influence on brand choices within those categories. Consumers might independently decide on the type of product they need but look to their reference groups for guidance on which brands are preferable or have higher status.

If Reference Groups Have a Weak Influence on Consumers' Product