Asked by Celina Singh on Jul 04, 2024
Verified
When Carol, an avid golfer, purchased a set of expensive Callaway golf clubs, the relative reference group influence for her purchase was:
A) weak for product and strong for brand.
B) weak for product and weak for brand.
C) strong for product and strong for brand.
D) strong for product and weak for brand.
Callaway Golf Clubs
A brand of golf clubs known for advanced technology and superior performance.
Relative Reference Group
A group of individuals that an person compares themselves to for the purpose of evaluating their own behaviors, attitudes, or beliefs.
Product Influence
The impact that a product has on consumer behavior, perception, and purchasing decisions.
- Determine the various classifications of reference groups and their influence on consumer selections.
Verified Answer
GM
Gabriela MonserratJul 05, 2024
Final Answer :
C
Explanation :
The relative reference group influence was strong for both the product (golf clubs) and the brand (Callaway) because Carol, being an avid golfer, likely values the opinions and behaviors of other golfers who influence her choice of both the specific type of product and the prestigious brand.
Learning Objectives
- Determine the various classifications of reference groups and their influence on consumer selections.