SUSCEPTIBILITYTO REFERENCEGROUPINFLUENCE AMONG RURALCONSUMERS

Abstract

The diversity in the reference group influence on consumer purchase in general and with reference to rural consumers isexamined in the review of literature. The literature on reference groups influence on rural consumer behaviour reveals therole and importance of opinion leaders and the susceptibility of consumers on reference groups for any purchase. Manyfindings 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 withgroups' norms. Reference groups in all have been found to have profound influence on consumers' decision making. Thisinfluence is different for several sub cultures and situations. Consumers may accept a reference group influence because of itsrole in providing informational, utilitarian and value expressive influences.