Reference groups: These are individuals or a group of people who influence our beliefs, opinions, behaviours and attitudes. They can also serve as role models for others while making a decision about going for a product or not.
From our campus, for the below-mentioned products, I’ll select the following reference groups.
1. Shoes: I’ll go and consult those students who frequently make lifestyle purchases or go for shopping regularly (especially who are fond of shoes). I can also approach those set of individuals who go for online purchases as they can easily help me with good offers on various online portals. This way they can help me in choosing a good product with a reputed brand and also help me availing good discounts while making the purchase.
2. Barbeque grill: For this, I’ll go and consults those students who are fond of non-vegetarian food and own a barbeque grill. Chances are good that they’ll help me with finding a good source of buying a reliable one under my pocket. They can also teach me the specifications of a good barbeque grill which results in preparing delicious barbeques. This way, they can educate me & influence my purchase towards buying a good grill for future use.
3. Car: There are many students on my campus who won a car and many others who are fond of different cars and wish to buy one. Among them, I can easily find students who are really sound in their knowledge towards cars and their utility in today’s era. They can educate me about various cars available under my budget, the accessories, mileage and brand value attached to these models. I’ll consult these students as reference groups as they can tell me to buy/not buy a specific car. I might get a recommendation to wait if a really good model is going to get launched in near future.
4. Toaster: There are many students who are fond of cooking/ know how to cook. Reasons maybe their interest towards cooking as a hobby or they might have cooked because of staying away from their native homes in past. These people can serve as ideal reference groups to buy a toaster for me. They can educate me about various products and brands available in the market and I can make a decision to buy one as per my budget. They can also recommend me about the ins-and-outs of a specific product which can really be a good buy.
5. iPad: For an iPad, the best people/students to consult are those who religiously use apple products. They can educate me about the utility, models, prices and offers available while buying an iPad. They can also help me in using an iPad and making its optimum use. These people can work as the best reference groups as they are already apple’s loyal customers. I can also consult them about various online offers on Apple’s website or other online retailers that can save me some bucks.
6. Adopting a pet from a shelter: There are many stray animals here and there near our locality. Many of us tame them and keep them in our respective houses as our pet. If I have to adopt a pet from a shelter, I’ll consult a person who already has adopted the same animal (say dog) in the past. He/she can help me going to a good dog shelter to adopt a dog. I can also take knowledge from him about how to take care of a dog. He can recommend good dog food, shampoo/soap etc. stuff available for dogs. People like them can become a good reference point while going for a decision like adopting a dog.
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