Aconsumer will often turn to one of her formal or informal groups for advice and guidance on acceptable beliefs, attitudes, and consumer behaviors. this group might be colleagues at work, team members on sports team, or a club in which she is a member.

Reference.

Explanation:.

Reference group-people to whom an individual looks as a basis for self appraisal or as a source of personal standards.

In other words, a reference group is any person or group that serves as poitnof comparison (or reference) for an individual in forming either general or specific values, attitudes, or a specific guide for behavior.

These groups place no restrictions on group size or membership,

From a marketing perspective, reference groups are groups that serve as frames of references for individuals in their purchase or consumption decisions.

answera public company has access to more capital;