Question

Using college students as the market segment, describe the most relevant reference group(s) and indicate the probable degree of influence on decisions for each of the following:

a) Brand of toothpaste: friends, roommates = Low

b) Purchase of hybrid car: co-workers, friends = High

c) Purchase of breakfast cereal: family, roomates = Low (if for own use) to High (if group use)

d) Becoming a vegetarian: roommates, friends, family = Moderate

e) Choice of computer tablet such as the iPad: family members, friends = Moderate to high

Answer 1

Considering the college students as the target audience the reference groups for each of the product is described with the probable degree of influence.

a) Brand of toothpaste: The reference groups can be

Parents: 20%

Roommates: 50%

Social Media: 20%

Health condition: 10%

b) Purchase of hybrid car:

Friends: 50%

Social status: 50%

c) Purchase of breakfast cereal:

Family: 50%

Friends: 40%

Health Condition: 10%

d) Becoming a vegetarian:

Family: 40%

Friends: 60%

Health Condition: 10%

e) Choice of computer tablet such as the iPad:

Family: 30%

Friends: 70%