"What are the reasons because of which consumer actually look up to reference groups?"

I would be very grateful if someone could help me with this. Do you know the major reason after which the a consumer look for a reference group?
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"Consumer actually look up to reference groups because: a) He desires information before he actually decides to go in for the purchase of a product and service offering. As reference groups are regarded as impartial and have no hidden agenda like salespersons, consumers trust the former more than the latter. b) He wants social approval for the product/services purchased or the brands bought, and he feels that once he has this approval from the reference group, he would not face any kind of social embarrassment . c) He feels that he would be much at ease if he does something that others approve of. Source:"
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