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Influence Of Reference Groups On Product And Brand Choice Decisions: An Empirical Investigation - Couverture souple

Rehman, Asad

 
9783659139918: Influence Of Reference Groups On Product And Brand Choice Decisions: An Empirical Investigation
Couverture souple
ISBN 10 : 3659139912 ISBN 13 : 9783659139918
Editeur : LAP LAMBERT Academic Publishing, 2012

Synopsis

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.

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Présentation de l'éditeur

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.

Biographie de l'auteur

Dr.Asad Rehman,having a teaching experience of nearly 14 years is presently serving as an Assistant Professor in the Department of Business Administration,FMS&R, Aligarh Muslim University,Aligarh,India.His areas of interest are Marketing and Consumer behavior.He is an avid researcher and has contributed papers in several reputed research journals

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2012
Langue
anglais
ISBN 10 
3659139912
ISBN 13 
9783659139918
Reliure
Broché
Nombre de pages
276
Coordonnées du fabricant
non disponible
Personne responsable
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