Page 4

Question 1

What are the membership reference groups?

Answer 1

Groups that have a direct influence

Question 2

What are the primary reference groups?

Answer 2

The person interacts with fairly continuously and informally, such as family, friends.

Question 3

What are the secondary reference groups?

Answer 3

Religion, professional and trade union groups, which tend to be more formal and require less continuous interaction.

Question 4

What are the aspirational reference groups?

Answer 4

Those group of persons he hopes to join.

Question 5

What are the dissociative reference groups?

Answer 5

The groups which a person does not belong to and whose, values, norms and behaviour an individual rejects.

Question 6

What are the disclaimant reference groups?

Answer 6

Are those groups which a person belongs but values, norms and behaviour an individual seeks to avoid.

Question 7

What influence do reference groups have on members?

Answer 7

1. Expose an individual to new behaviours and lifestyles
2. Influence attitudes and self-concept
3. Create pressures for conformity that may affect product and brand choices.

Question 8

What is an opinion leader?

Answer 8

The person who offers informal advice or information about a specific product or product category.

Question 9

What is a market maven?

Answer 9

Possess a more board expertise concerning many different products and decisions related to the market place.