Reference groups refer to
A)the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behaviors can be grouped.
B)individuals who exert direct or indirect social influence over others.
C)people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.
D)groups of buyers who through the size of their purchases affect where marketing dollars will be spent.
E)a group with whom a person wishes to be a member of or wishes to be identified with.

Question

Quizplus · Accepted Answer

Reference groups are groups of people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. These groups can be direct or indirect influencers over the individual's behavior and decisions. It's important for marketers to identify the reference groups of their target market to effectively influence their purchasing decisions.

Reference Groups Refer to