b) Reference group
A group is two or more persons who share a set of norms
and
whose
relationship
makes
their
behaviour
interdependent. A reference group is a group of people with
whom an individual associates. It is a group of people who
strongly influence a person’s attitudes values and behaviour
directly or indirectly. Reference groups fall into many
possible grouping, which are not necessarily to be
exhaustive (i.e. non over-lapping).
c) Roles and status
A person participates in many groups like family, clubs, and
organizations. The person’s position in each group can be
defined in tern of role and status. A role consists of the
activities that a person is expected to perform. Each role
carries a status. People choose products that communicate
their role and status in society. Marketers must be aware of
the status symbol potential of products and brands.
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