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: friends, roommates = Low

b) Purchase of hybrid car: co-workers, friends = High

c) Purchase of breakfast cereal: family, roomates = Low (if for own use) to High (if group use)

d) Becoming a vegetarian: roommates, friends, family = Moderate

e) Choice of computer tablet such as the iPad: family members, friends = Moderate to high

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