Question 2 (6 marks) Assessing external environmental factors NB: This question relates to Target market segment 1: Existing Starbucks customers who miss the in-store experience and could make it at-home only.

2.2 Consider the external consumer decision-making factor reference groups. How can reference groups be used to influence consumer purchases for a #starbucksathomeSA UGC campaign? In your answer, remember the objective is to increase consumption of Starbucks products in South African homes, thereby encouraging Starbucks as a habit among South African consumers.