Section: Principles of Marketing

28) A reference group is important because it may influence one's purchase because

they're part of middle-class America.
having a Rolls Royce is considered a status symbol.
an opinion leader is a person who influences others in the group.
people make comparisons between themselves and others, and trying to imitate others purchasing decisions.
they are members of the same social class.

Explanation

People tend to compare themselves to others in their peer group. Because of this they will imitate others buying decisions.

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