Influence of Reference Groups on Product and Brand Choice Decisions

Download or read book Influence of Reference Groups on Product and Brand Choice Decisions written by Asad Rehman and published by LAP Lambert Academic Publishing. This book was released on 2012-06 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: Group pressure to conform is referred to in the consumer and social psychology literature as "social in uence" or "interpersonal in uence," 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 in uence 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."