The present paper tries to answer analytically how much the reference group influence can affect an actual market share of a particular brand or product. It is found that the increase of the size of a reference group and the probability of following the majority within the reference group may lead to the temporary modest prevalence of one brand. This result requires a relatively large size of a reference group and a high probability of following the majority within the reference group. If these conditions are not satisfied the effect on the market share is negligible.
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| http://www.ncbi.nlm.nih.gov/pmc/articles/PMC5253722 | PMC |
| http://dx.doi.org/10.1007/s00191-015-0402-z | DOI Listing |
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