what is reference group in subject to marketing?

Answer 1

your reference group can be categorised according to age group, income level, certain type of characteristics.

for example you want to sell this line of fashion clothings for women, your sample size will be women and you can sort them according to their age and income.

Answer 2

Reference group could mean what sources you pull your ideas from.

If I were to create a cookbook, my reference group would be other books with the same style (whether it opened a certain way, if there were pictures, stories, etc.)