Raphael and his friends love classical music, and it shows in the t-shirts Raphael wears. He has a Haydn shirt, a Rimsky-Korsakov shirt, and a Prokofiev shirt. Which factor influencing buying behavior influenced Raphael?
A) culture and subculture
B) social class
C) reference groups
D) personal image
E) situational matters
Answer: C
Explanation: C) Reference groups: the influence of groups we identify with. We are affected by those special groups we belong to or identify with: family, friends, fellow students, coworkers, music lovers, fraternity/sorority members, and so on. If you're an athlete, for example, you may favor the kind of footwear worn by other athletes, rather than, say, those in country music bands.
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