Please use this identifier to cite or link to this item: http://hdl.handle.net/10603/13187
Title: Relative influence of reference groups on product and brand choice decisions
Researcher: Asad Rehman
Guide(s): Mohammed Israr-ul-Haque
Keywords: Business Administration
product
Consumer Behavior
brand choice decisions
Upload Date: 25-Nov-2013
University: Aligarh Muslim University
Completed Date: 2011
Abstract: Group pressure to conform is referred to in the consumer and social psychology literature as social influence or interpersonal influence , which has an impact on consumer product and brand preferences, on evaluations of product quality and also on buying decisions. Market researchers have long strived to understand the effects of social influence on consumer attitudes and behaviors. That is, how, why, and when do consumers conform to social norms? Researchers around the world have tried to study how people behave in a particular situation and why do they behave like that? The results however have not been commensurate with the efforts made, primarily due to the diversity that people exhibit in their behavior. Thus, it is imperative for marketers to keep track of their customers by undertaking researches on the various facets of consumer behavior on a regular basis. Reference Groups: Olson and Peter (1996), define a reference group as one or more people that someone uses as a basis for comparison or point of reference in forming affective and cognitive responses and performing behaviors . Reference groups expose an individual to new behaviors and lifestyles and influence attitudes and self-concept; they create pressures for conformity that may affect actual product and brand choices. Consumers use informal groups as a source of information about products and as a frame of reference in product evaluations and why informal groups influence purchasing behavior. It is argued that the individual has a need to compare himself on various attributes with other individuals in order to judge the consequences of his behavior when physical evidence is unavailable. Social comparison increases the stability of one s evaluation and offers an occasion for expressing affection and other interpersonal rewards (Clarke, 1971). Consumer susceptibility to group influence is assumed to be a general trait that varies across individuals and is related to other individual traits and characteristics.
Pagination: 246p.
URI: http://hdl.handle.net/10603/13187
Appears in Departments:Department of Business Administration

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01_title.pdfAttached File67.84 kBAdobe PDFView/Open
02_declaration.pdf9.36 kBAdobe PDFView/Open
03_preface.pdf24.41 kBAdobe PDFView/Open
04_list of tables.pdf50.33 kBAdobe PDFView/Open
05_acknowledgements.pdf23.89 kBAdobe PDFView/Open
06_contents.pdf24 kBAdobe PDFView/Open
07_chapter 1.pdf92.69 kBAdobe PDFView/Open
08_chapter 2.pdf219.56 kBAdobe PDFView/Open
09_chapter 3.pdf169.58 kBAdobe PDFView/Open
10_chapter 4.pdf615.74 kBAdobe PDFView/Open
11_chapter 5.pdf176.95 kBAdobe PDFView/Open
12_chapter 6.pdf102.16 kBAdobe PDFView/Open
13_chapter 7.pdf49.01 kBAdobe PDFView/Open
14_references.pdf133.26 kBAdobe PDFView/Open
15_appendix.pdf71.99 kBAdobe PDFView/Open
16_abstract.pdf101.55 kBAdobe PDFView/Open


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