Consumer Behaviour and Marketing Communication

The Most Important Questions

Antim Prahar
1  Reference Group (Friends, Family Society) Types and importance in buying behavior

•Reference groups are social groups that influence an individual’s attitudes, beliefs, values, and behaviors. These groups serve as points of comparison and  sources  of  information  for  individuals  in  their  decision-making processes, including buying behavior. Here’s a simple explanation of the types of reference groups and their importance:

•Types of Reference Groups:

•Primary Reference Groups:

•Definition: These are close-knit groups with whom individuals have frequent and direct interactions. They often include family members, close friends, and peers.

•Importance: Primary reference groups play a significant role in shaping individuals’ attitudes,  values,  and  behaviors.  People  are  more  likely  to  seek  approval  and conform  to  the  norms  of  these  groups,  making  them  influential  in  purchasing decisions.