Group Norms and Consumer Behaviour

Rajasekharan Pillai, Jainey S. Rajan, Sunitha Variyamveettil, Dhanu E. Mathew and Subodh S. Nath

MPRA Paper from University Library of Munich, Germany

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.

Keywords: Group norms; peer influence; consumer behaviour; culture and consumption; social norms (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011-01
New Economics Papers: this item is included in nep-evo and nep-soc
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