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Consumer Behaviour and Marketing Action

Consumer Behaviour and Marketing Action

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Published by: jellpen on Nov 11, 2010
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11/30/2011

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It is often desirable to distinguish between groups in terms of their size or

complexity. A large group might be thought of as one in which a single member

is not likely to know more than a few of the group's members personally, or be

fully aware of the specific roles or activities of more than a limited number of

other group members. Examples of large groups include such complex

organizations as General Motors, with its numerous subordinate divisions, and

the American Bar Association, with its many state, county, and city chapters.

In contrast, members of a small group are likely to know every member

personally and to be aware of every member's specific role or activities in the

group. For example, each staff member of a college newspaper is likely to know

all the other members and be aware of their duties and interests within the

group.

In the realm of consumer behavior, we are principally concerned with the study

of small groups, since such groups are more likely to influence the consumption

behavior of group members.

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