consumer behavior ASAP plz!!

case study text:

Zachary leads a secret life. During the week he is a stock analyst, but on the weekends, hes out on the road with his Harley-Davidson. Zacharys group of biker friends is an important part of his identity and this membership influences many buying decisions. The biker group is a reference group. A reference group is an actual or imaginary individual or group conceived of as having significant relevance upon an individuals evaluations, aspirations, or behaviour. Harley Davidson knows exactly what it is, and how its viewed through the publics eyes, particularly its enthusiasts. The motorcycle manufacturer has wholly embraced its identity as the vehicular embodiment of freedom, individualism, rebellion, and the American way

Question:

Other people and groups, especially those that possess social power, influence our decisions. Would you want to belong to a group? How do groups affect our decision making?