Susceptibility to Reference Group Influence Among Rural Consumers

Autor:	G. Narasimha Murthy, N. Ramesh Kumar, G. Sridhar
Rok vydání:	2010
Předmět:	Value (ethics) Interpersonal influence Opinion leadership Psychology Construct (philosophy) Social psychology Consumer behaviour Reference group Diversity (business)
Zdroj:	Metamorphosis: A Journal of Management Research. 9:33-45
ISSN:	2348-9324 0972-6225
DOI:	10.1177/0972622520100105
Popis:	The diversity in the reference group influence on consumer purchase in general and with reference to rural consumers is examined in the review of literature. The literature on reference groups influence on rural consumer behaviour reveals the role and importance of opinion leaders and the susceptibility of consumers on reference groups for any purchase. Many findings in rural marketing domain concur with the literature on the reference group influence construct done elsewhere. Consumers who are susceptible to interpersonal influence will try to satisfy reference groups' expectation by complying with groups' norms. Reference groups in all have been found to have profound influence on consumers' decision making. This influence is different for several sub cultures and situations. Consumers may accept a reference group influence because of its role in providing informational, utilitarian and value expressive influences.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::05600d71dccf07eef8624abfecdb183e https://doi.org/10.1177/0972622520100105 Zobrazit plný text záznamu