Question

Frank wright is a stereo buff who will go to great lengths when making stereo equipment purchases. He believes having the right equipment is important because he wants to impress the people who will see the stereo when they visit his home. If you were the marketing vp for quality electronics, inc. And your market was primarily made up of people just like wright, which influence source would you most likely build into your promotional messages?.

Answer 1

Answer

reference group influences (Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. Reference groups exert a strong influence on the brand chosen when its use or consumption is highly visible to others. By building reference groups into the promotional messages for Quality Electronics you would be more likely to attract consumers such as Frank Wright.)