Reference groups play an important role in influencing the purchase decision of the customers. The reference groups may include opinion leaders, family, friends, belongings which inspire the individuals to make their purchases. The people who are very fond of celebrities usually follow their endorsements and make their purchasing decisions on the basis of their choices. Reference groups are important for the organizations because of their heavy influence on the overall purchase decision. A simple example include purchase of various items are now influenced by the children. Children now play an important role in choosing the products in the shopping process. Organizations make use of various stars, celebrities, models, sports players etc to create attraction in their advertising messages which attract the customers to increase the product sales.
