What is a Reference Group? Types of groups and their influence on Behavior

Reference group definition. Types of groups and consumer behavior and Marketing

A reference group is a social construct that allows us to understand group dynamics in consumer behavior. It’s about people’s behavior in their social settings. Sociology of consumption and role of social circles.

Reference group types explained. Group influence in marketing, consumer behaviour and social settings.
Groups types - aspirational groups, contractual group, avoidance groups
Types of reference groups in sociology, individual behaviour, marketing and consumer choice.
Reference groups influence how people behave in their social settings.
Reference groups are key for marketing managers to understand the nature of influence and impact they have on consumer conformity.

Dr Catherine Ngahu

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