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Values and social identity of students and working-class consumers: antecedents to normative and informative brand influences of Indian small-town consumers

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  • Arpita Khare
  • Viveka Nand Tripathi

Abstract

The consumers' susceptibility to influence is affected by their values and need for social identity. Based upon previous research, the determinants affecting Indian small-town consumers' normative and informative influences were studied. The assumption was that values and collective self-identity would play a pivotal role in the consumption behaviour of two social classes of consumers (students and working class; n = 200). Correlation, t-test and multiple regression analysis were administered to compare the values, social identity and susceptibility to interpersonal influences of the two groups. The results suggest that students and working-class consumers in small towns differ significantly with respect to their values and social identity, affecting normative and informative influences.

Suggested Citation

  • Arpita Khare & Viveka Nand Tripathi, 2011. "Values and social identity of students and working-class consumers: antecedents to normative and informative brand influences of Indian small-town consumers," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 4(6), pages 626-643.
    • Handle: RePEc:ids:ijicbm:v:4:y:2011:i:6:p:626-643
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