Moderating effect of peer group environment on consumer predisposition towards premium promotions: A study on young urban consumers in India
The role of peer-group environment as an influencing factor in purchase decisions is well established. This paper broadens the above premise and studies the influence of peer-group environment on an individual's promotional choice in the context of premium promotions or freebies. Two sets of co...
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| Format: | Article |
| Language: | English |
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Elsevier
2016-12-01
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| Series: | IIMB Management Review |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S0970389616300866 |