Using college students as the market segment, describe the most relevant referen

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

Explanation / Answer

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%

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