Discussion
Which one of the following represents consumer's reference group ?
Answer: D
The key gives Intimate groups.
Reference groups are the groups a consumer uses as a standard for attitudes and behaviour. The most influential are primary groups, the family, close friends and neighbours with whom a person interacts frequently and intimately.
'Hybrid', 'digital' and 'media' groups are not standard categories of reference group in the classical consumer-behaviour literature, so intimate groups is the only option that names one.
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