The study of reference groups shows that awareness and reference group is interconnected. The terms of susceptibility change in relation to different types of products. The reference group concept has established its relevance among professional marketers as a means to have the edge over the competitors. Marketers have used different reference group to attract different targeted consumers. Also, marketers have communicated their messages not directly but through people who have influences over the targeted customers. The discussion below focuses on the concept of Reference group. Also we discuss in detail the power and types of reference groups. Marketers have used different reference group to attract different targeted consumers. Also, marketers have communicated their messages not directly but through people who have influences over the targeted customers. The discussion below focuses on the concept of Reference group. Also we discuss in detail the components and forces of reference groups.

KEY WORDS: Consumer behaviour, Brands, Interpersonal Influence, Reference Group, Purchasing Decision