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 below. Please explain it in minimum 300 words with good examples: 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

A. Brand of toothpaste

It make decision on this product, friends, roommates and family members influence us because this habit started with family members but here students are market segment so we should take about students behaviour and their decision making. To make decision on toothpaste, friends influence us more sometimes friends and roommates are same. So based on their suggestions we will change our toothpaste brand and try new one.

B. Purchase of hybrid car

To make decision on this, we will take suggestions from our friends instead of co workers and if your friends purchase new model car, you will also ready to purchase that car. This is general behaviour of students and they want to follow largest trends and learn from their friends

C. Purchase of breakfast cereal

To make decision on breakfast cereal, important reference group is family because food habit of a person based on his family and culture. So in this matter students follow family more than roommates but if student want to take decision about breakfast cereal alone, He will follow his family and if he wants to make decision for group, He will follow his roommates

D. Becoming a vegetarian

In this students stage, food habits of students influenced by his friends and roommates more than family members because he prefers to spend more time with friends and if he stay in room, his food habits strongly influenced by his roommates

E. Choice of computer tablet such as the iPad

To make decision on this purchasing students generally take suggestions from his friends more than family. From family members he will take money and he just inform to them but final decision take from his friends

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