How Reference Groups Affect Consumer Behaviour For Cellular Phones?


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Katie Harry answered
Reference groups may greatly affect the buying patterns of customers. When people see their favorite celebrities using several products they wish to use the same products as they want to relate with them in some way.

Same is the case with cellular phones. People might watch their reference group using a phone in a movie, TV series, newspaper or any other way and they would want to use the same phone.

Using different celebrities who might be role models to people is a way of influencing the consumer's buying decision. 

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