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What is Influence of Reference Groups on Buying Behavior about?

Reference groups strongly influence consumer buying behavior when two conditions are met: the purchased items must be identifiable by others and conspicuous. Children and teenagers are particularly susceptible to reference group influence, making purchasing decisions based on what they see from internet/TV peers and developing brand loyalty even without money. Reference groups shape attitudes and behaviors that impact consumer product selection.

Author

Kia Potts

Language

EN