Group Norms and Consumer Behaviour

Pillai, K R and Rajan, Jainey S and Variyamveetil, Sunitha and Mathew, Dhanu E and Nath, Subodh S (2011) Group Norms and Consumer Behaviour. MPRA Munich Personal RePEc Archive.

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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.

Item Type: Article
Uncontrolled Keywords: Group norms, peer influence, consumer behaviour, culture and consumption, social norms
Subjects: Management > MIM Manipal
Depositing User: MIM User
Date Deposited: 08 Nov 2014 09:29
Last Modified: 08 Nov 2014 09:29

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