Group Norms And Consumer Behaviour
The impact of group norms on forming consumer behavior is an important attribute of man's social life. The market segmentation principles acknowledge the presence of this phenomenon. People belong to different age group, professional status; income levels, educational status etc. are seemed to display some specific consumer behavior that can be attributed to a particular group. The present paper attempts to find the influence of certain selected group norms on consumption pattern. Culture and group norms are interchangeably used in this paper.