Question

4) A shoe manufacturing company uses ads featuring the members of a rock music band with the hope that the band's fans will see them wearing the company's shoes and hence purchase the same brand of shoes. The shoe company believes that the band portrays the image of a ________to the band's fans.

A) membership group

B) reference group

C) status symbol

D) subculture

E) lifestyle

Answer 1

Answer 4) B) reference group

This is a classic example of comparative reference group influencing customer perception about the company's shoe where the band acts as one. The company believes that the customers comparing themselves with the brand would strive to be like them and follow them in their attitudes and buying decisions. This is the role played by a reference group in marketing.