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Group Norms and Consumer Behaviour

Author

Listed:
  • Pillai, Rajasekharan
  • Rajan, Jainey S.
  • Variyamveettil, Sunitha
  • Mathew, Dhanu E.
  • Nath, Subodh S.

Abstract

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.

Suggested Citation

  • Pillai, Rajasekharan & Rajan, Jainey S. & Variyamveettil, Sunitha & Mathew, Dhanu E. & Nath, Subodh S., 2011. "Group Norms and Consumer Behaviour," MPRA Paper 28177, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:28177
    as

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    References listed on IDEAS

    as
    1. Aaker, Jennifer L & Maheswaran, Durairaj, 1997. "The Effect of Cultural Orientation on Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 315-328, December.
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    More about this item

    Keywords

    Group norms; peer influence; consumer behaviour; culture and consumption; social norms;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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    This paper has been announced in the following NEP Reports:

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