what do you mean by reference groups ?
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A reference group is a group to which an individual or another group is compared. Ie: Demographic Sociologists call any group that individuals use as a standard for evaluating themselves and their own behavior a reference group.
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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.
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