How reference groups can influence consumer purchases, Marketing Management

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How reference groups can influence consumer purchases

Problem: According to consumer behavior theory, discuss how reference groups can influence consumer purchases. In your discussion consider the different roles and factors that determine the influence of reference groups in the purchase decision process. A 14-year-old male wants to purchase some new sneakers/athletic shoes. Identify (or describe) the reference groups that might influence his decision and describe how each group might influence his decision.

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