IndexThe importance of reference groups in purchasing decisionsReference groups relevant to the purchasing decisionSocial group normsPossibility of using the Asch-type situationSummary and conclusionsReferencesA reference group it is a group of people who are used as a standard of comparison for ourselves, regardless of whether we are part of that group. Reference groups are used to evaluate the relative value of one's feelings, thoughts, appearance, and behavioral ability to judge the appropriateness of our appearance and behavior. Therefore, reference groups influence the purchase decision and consumers' status towards the product and brand. There are direct or indirect reference groups. The study establishes that regardless of whether they are classified as primary or secondary, they are important for any company that wishes to market products or services to consumers as they influence the purchasing decision of individuals in their groups who are potential consumers. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essayThe paper will discuss the importance of reference groups in purchasing decisions, the relevance of reference groups for the purchasing decision, the norms of social groups and possibilities of using the Asch-type situation in purchasing shoes, cars and iPhones. The importance of reference groups in purchasing decisions1. Shoes. Culture is a factor that influences consumer purchasing decisions. These are the preferences, values ​​and ideologies of a community. This influences the buyer's decision based on acceptable behavior and choices when purchasing shoes (Solanki, 2018). Their influence will be informative as it is the desire of individuals to have an accurate vision of reality and greater knowledge of situations, in this case it concerns family members, colleagues and close friends. When an individual in a situation is unsure of the correct way to behave, he or she looks to others for signs of correct behavior. Individuals conform because they believe that others' interpretation of an ambiguous situation is more accurate than their own, and conforming will be the appropriate and accepted course of action. Judgments and choices will be formed under the influence of information and will be maintained regardless of whether other individuals in groups can observe decisions and patterns of behavior.2. Cars. When purchasing a car, social factors are those that most influence this decision, i.e. the groups to which the customer belongs and his social status. In the case of the car, normative influence occurs and this happens when an individual follows the group's expectations to obtain a direct reward to avoid a penalty. This affects a brand because it is linked to the type of bond it has with its reference groups. If they are strongly influenced by it, they will buy whatever brand the group buys.3. iPhone. Social class or status influences purchasing decisions. As a member of a certain social class, one is expected to conform to similar behaviors, interests and values. Factors such as income, people in the same occupation, neighborhood education system can motivate a person to buy an iPhone. In this case individuals are influenced by identification because they live under pressure. This affects a brand because individuals will want a particular brand if someone close to them because they were told to by their friend or family member. Relevant reference groups forpurchasing decision1. Shoes. Primary reference groups are the people you meet every day. They can come from your family, your close friends, your roommates and classmates. Shoe purchasing can be influenced by these groups, especially peers and schoolmates.2. Car. Secondary reference groups are generally formal and you interact with them less frequently. Mostly these are professionals, colleagues or seniors at work. There is a tendency to admire such character and possibly motivate you to buy a car.3. iPhone. both primary groups and secondary groups can influence someone to purchase an iPhone, simply because your colleagues can give you honest and clear advice because they are close to you, and colleagues or seniors at work can own such phones thus influencing the purchase so as to keep up with their class.Norms of social groups1. Shoes. When purchasing shoes you belong to a primary group, that is, a group in which implicit elements are exchanged, such as love, care, concern and support. In this case, one may be faced with normative influence to fit in or be accepted as belonging to a certain group, failure of which may lead to being ignored as unable to afford a certain type of shoes and discriminated against among their peers and loosened social acceptance.2. Car. The informational influence of the referent can influence an individual to purchase a certain type of car. The informative influence of the referent is based on self-categorization theory. This theory states that individuals will classify themselves into groups based on the similarities they have with others. A person may be tempted to purchase a certain type of automobile that may be fancier than the one currently owned so as to suit the class of a specific group of people.3. iPhone. The informational influence of the referent can influence an individual to purchase a certain type of phone, especially an iPhone since he will feel that he belongs to a certain category unlike other normal phone owners and will try to imitate by copying the reference behavior of the people he looks up to. of the use of the Asch1 type situation. Shoes. When purchasing shoes, most people will conform to the arch-type situation as they will want to think about society instead of focusing on their own internal beliefs. They will follow the latest market trends regardless of price and their preferences.2. Car. When purchasing a car, individuals will have their own preferences and tastes, but will often choose the make and model that is most likely to be accepted by society rather than their own choice. This is supported by the Asch Conformity Study, whereby individuals agreed with the group's decisions, claiming that the decisions did not seem correct to them but because a different decision was the norm, they continued to pursue them, due to the normative pressures that the individual feels. .3. iPhone. While purchasing, consumers are most likely to purchase iPhones so that they can fit in with the rest of the upper class of society since if they cannot conform they cannot belong to that particular class. This is common in college students who clearly display public obedience by modifying behavior to conform to expressed attitudes, coercion, or group pressure. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay Summary and Conclusions Ultimately, target groups, whether classified as primary or secondary, are important to any company that.