What are Reference Groups in Marketing?

Learn Reference Groups definition in marketing with explanation to study “What are Reference Groups”. Study reference groups explanation with marketing terms to review marketing course for online MBA programs.

Reference Groups Definition

  • All the groups that have a direct or indirect influence on a person's attitudes or behavior.

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



Reference Groups Explanation

A reference gathering is a gathering to which an individual or another gathering is looked at. Statistic Sociologists consider any gathering that people use as a standard for assessing themselves and their very own conduct a reference gathering. Reference gatherings are utilized so as to assess and decide the idea of a given individual or other gathering's qualities and sociological properties. It is the gathering to which the individual relates or tries to relate oneself mentally. It turns into the person's casing of reference and hotspot for requesting his or her encounters, discernments, insight, and thoughts of self. It is significant for deciding an individual's self-personality, dispositions, and social ties. It turns into the premise of reference in making correlations or contrasts and in assessing one's appearance and execution. Reference gatherings give the benchmarks and difference required for correlation and assessment of gathering and individual attributes.

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