Which one of the following represents consumer’s reference group ?

The correct answer is - Intimate groups

Key Points

• Intimate groups
  • An individual’s reference group is a group whose perspectives, values, or behaviors are used as a benchmark for comparison or influence.
  • Intimate groups like family members, close friends, and trusted peers play a critical role in shaping consumer preferences, decision-making, and values.
  • These groups provide emotional support and are often the primary source of influence on personal and lifestyle choices.
  • For example, a person may adopt a specific brand of clothing because it is preferred by members of their intimate group.

Additional Information

• Types of reference groups
  • Membership groups: Groups to which an individual currently belongs, such as clubs, organizations, or work teams.
  • Aspirational groups: Groups that an individual admires and aspires to join or emulate, like celebrities or elite social circles.
  • Dissociative groups: Groups that an individual does not want to associate with due to conflicting values or behaviors.
• Influence of intimate groups
  • Intimate groups are highly influential in areas like purchasing decisions, career choices, and lifestyle preferences.
  • They often set social norms that individuals follow to maintain harmony and acceptance within the group.
• Consumer behavior and reference groups:
  • Marketers often target reference groups to shape consumer behavior by creating products or campaigns that resonate with group values and preferences.
  • Understanding the dynamics of intimate and other reference groups helps marketers design effective advertising strategies.