imply any person(s) who serve(s)as a point of reference or comparison for anindividual that cause him to develop certain values,attitudes or influence his behaviour
Normative reference groups
are those thatinfluence broadly defined values or behaviour while
comparative reference groups
influence narrowor spurious attitudes and behaviour
Indirect reference groups
are individuals who youdo not have direct face to face contact with but yetyou are influenced by them.
Consumers today are also influenced by online groups,consumer action groups, shopping groups and workgroups.