Reference Group Influence

In the educational field, people are likely to adopt that career which is famous publically like doctor or an engineer. Not seeking their own interest and passion. Reference group influence is higher the less of a necessity an item is. Thus the reference group have a strong influence on the ownership of the product such as designer clothes but less influence on the necessities such as refrigerator. (Hawkin et al., 1998).
In simple words a reference group is any person or group that serves as a point of comparison (for reference) for an individual in forming either general or specific values, attitudes, or behavior (Schiffman & Kanuk, 2000).
Reference groups can be classified in terms of a person’s membership or degree of involvement with the

Identifying these factors would give parents, educators, and industry an idea as to where students place most of their trust in the career selection process. It would also allow students to examine processes they use for career selection (Borchert, 2002). Career choice – The broad opportunities that exists for life long vocations. These vocations are set out in a framework of strategies moving toward personal goals. Fields of vocational, academic, and sociological endeavors are explored for the purpose of satisfying personal, economic, and intellectual goals. (Borchert,

Same as in the career choice. The person is sometimes influenced by charm of the career shown or described by the reference group except of the actual worth of the career.
Past research has largely focused on positive reference groups (i.e., those groups that individuals wish to be associated with), identifying the central role they can play in determining attitudes and behaviors (White & Dahl, 2006).
Influence of social reference groups is one of the many subconscious factors that can form a consumer behavior for products used in public settings. This phenomenon also affects our preferences for particular brands or products and influences our purchase decisions relating to them.
There are some people that an individual keeps in mind when making a purchase. Usually, such people disseminate opinions and other individuals are pressured into following their trend, becoming associated with them and using them as a standard of their purchase decisions. Such people are known as reference groups and they include entertainment figures, sports heroes, political leaders, parents, co-workers, teachers and peers (Makgosa and Mohube,