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Group Norms and Consumer Behaviour

  • Pillai, Rajasekharan
  • Rajan, Jainey S.
  • Variyamveettil, Sunitha
  • Mathew, Dhanu E.
  • Nath, Subodh S.
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    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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    Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 28177.

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    Date of creation: Jan 2011
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    Handle: RePEc:pra:mprapa:28177
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    1. Aaker, Jennifer L & Maheswaran, Durairaj, 1997. " The Effect of Cultural Orientation on Persuasion," Journal of Consumer Research, University of Chicago Press, vol. 24(3), pages 315-28, December.
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