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Influence of Social Group Via Consumer Conformity Framework - A Conceptual Review


Affiliations
1 Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India
2 Department of Management Studies, Jiwaji University, Gwalior, Madhya Pradesh, India
     

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In Current era, psychological and behavioral elements of an individual’s behavior are important for marketing professionals in order to understand consumer mindset in an effective manner. In the country like India, there is strong influence of the interpersonal relationships on the purchase behavior of the customers. In addition to the product usage, reference group influence also creates a positive or negative impact of the consumption pattern of an individual. Various marketers and companies are keen to understand the influence of societal component on the consumer behavior Therefore, it is very important to study the impact of the reference group on the consumer conformity (susceptibility to social influence or norms) which provides important insights to study the consumer behavior. The main purpose of the study is to identify the important variables that affect the consumer product usage and opinion which is influenced by the reference group. In the present study, extensive literature review was done to purpose the conceptual framework related to consumer conformity.

Keywords

Conformity, Group Influence, Product Usage, Consumer Behavior.
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  • Influence of Social Group Via Consumer Conformity Framework - A Conceptual Review

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Authors

Arun Kaushal
Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India
Suvigya Awasthi
Department of Management Studies, Jiwaji University, Gwalior, Madhya Pradesh, India

Abstract


In Current era, psychological and behavioral elements of an individual’s behavior are important for marketing professionals in order to understand consumer mindset in an effective manner. In the country like India, there is strong influence of the interpersonal relationships on the purchase behavior of the customers. In addition to the product usage, reference group influence also creates a positive or negative impact of the consumption pattern of an individual. Various marketers and companies are keen to understand the influence of societal component on the consumer behavior Therefore, it is very important to study the impact of the reference group on the consumer conformity (susceptibility to social influence or norms) which provides important insights to study the consumer behavior. The main purpose of the study is to identify the important variables that affect the consumer product usage and opinion which is influenced by the reference group. In the present study, extensive literature review was done to purpose the conceptual framework related to consumer conformity.

Keywords


Conformity, Group Influence, Product Usage, Consumer Behavior.

References