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WAEC Marketing 2018 Question 22

Question 22

Consumer Behaviour

In consumer behaviour, an individual's relatives would be considered as

  1. A.a personal influence.
  2. B.a reference group influence.
  3. C.an institutional influence.
  4. D.a perpetual influence.
Show the answer and explanation

Answer: B (a reference group influence.)

Explanation

Relatives are people whose opinions shape what we buy, so they are a reference group (social) influence.