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Influence Of Reference Groups On Product And Brand Choice Decisions

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description
 

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.

Product Specifications
SKU :COC15072
AuthorAsad Rehman
LanguageEnglish
BindingPaperback
Number of Pages276
Publishing Year2012-06-06T00:00:00.000
ISBN978-3659139918
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-27 00:00:00
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