"Information and Experience: The amount of knowledge and experience an individual possesses or has the capacity to possess determines the impact that the reference group can generate. A person who has information about a product and service offering, the brand, and the 4 Ps, and also possess some experience, would not look for advice from his reference groups, and it is unlikely that he would be carried away by advice from others. On the other hand, a person who is little or no knowledge and also lacks experience, would look towards primary and secondary reference groups for help and advice. Source:http://in.docsity.com/en-docs/Consumer_Reference_Groups_-_Consumer_Behavior_-_Solved_Quiz_"
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