Group Norms and Consumer Behaviour
The impact of group norms on forming consumer behaviour is an important attribute of man’s social life. The market segmentation principles acknowledge the presence of this phenomenon. People belong to different age group, professional status, income levels, educational status etc. are seemed to display some specific consumer behaviour that can be attributed to a particular group. The present study attempts to find the influence of certain selected group norms on consumption pattern.
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- Aaker, Jennifer L & Maheswaran, Durairaj, 1997. " The Effect of Cultural Orientation on Persuasion," Journal of Consumer Research, Oxford University Press, vol. 24(3), pages 315-328, December.
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