When you are buying something important such as a car or a house, the opinions of others matter. People look for help through different reference groups. Reference group is a group in society that influences an individual's purchasing behavior. The primary membership group is usually the group of people where the opinions will matter while purchasing a house or selecting insurance for your car. This group consists of people who interact regularly in an informal, face-to-face manner, such as family, friends, and co-workers.
Do you think reference groups reduce the search and evaluation of decisions?
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