Question

Definition of reference group in consumer behavior

Answer 1

A Reference Group is any person orgroup that serves as point of comparison (or reference) for an individual in forming either general or specific values, attitudes, or a specific guide for behavior. From a marketing perspective, reference groups aregroups that serve as frames ofreference for individuals

Answer 2

A reference group includes individuals or groups that influence our opinions, beliefs, attitudes and behaviors. They often serve as our role models and inspiration. Marketers view reference groups as important because they influence how consumers interpret information and make purchasing decisions.