A reference group is indeed defined as a group that has a direct impact on an individual's behavior. These groups provide social cues and norms, shaping the attitudes, beliefs, and behaviors of their members. For example, individuals look to reference groups for guidance when making decisions about purchases or lifestyle choices, as these groups can provide a sense of belonging and value alignment.
Reference groups can take various forms, including family, friends, colleagues, or social and cultural groups, all of which can influence behavior in significant ways. This influence can manifest in several areas, such as fashion choices, brand preferences, and social behaviors. Understanding the role of reference groups is essential for marketers, as they can tailor their strategies to resonate with these influential groups and leverage their power in the decision-making processes of consumers.
The other options are not aligned with the definition of a reference group. For instance, a group that does not influence behavior would not be considered a reference group at all. Similarly, a competitive business group typically refers to organizations in direct rivalry within a market, and a sales team is a functional group focused on selling products rather than a social reference point for individual decision-making.