Using college students as the market segment, describe the most relevant reference group(s) and indicate the probable

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Using college students as the market segment, describe the most relevant reference group(s)

and indicate the probable degree of influence on decisions for each of the following:

a. Brand of toothpaste

b. Purchase of an electric car

c. Purchase of breakfast cereal

d. Becoming a vegetarian

e. Choice of a wireless speaker such as the Amazon Echo

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Consumer Behavior Building Marketing Strategy

ISBN: 9781260566482

14th International Edition

Authors: David Mothersbaugh, Delbert Hawkins

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