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A study on bandwagon consumption behaviour among mobile phone consumers in rural Kerala
Bandwagon effect, refers to the extent to which the demand for a commodity is increased due to the fact that others are also consuming the same commodity. The Bandwagon Effect plays a key role in the sale of mobile phones as it encourages people to do something by either saying or implying that ever...
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| Format: | Printed Book |
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International Journal of Academic Research and Development
2018
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| Online Access: | http://10.26.1.76/ks/007855.pdf |
| Summary: | Bandwagon effect, refers to the extent to which the demand for a commodity is increased due to the fact that others are also
consuming the same commodity. The Bandwagon Effect plays a key role in the sale of mobile phones as it encourages people to do something by either saying or implying that everyone else is doing it too. This paper is an attempt to analyses the existence of bandwagon consumption behaviour among mobile phone consumers in a rural area. The tendency to identify with friends, family, celebrities and other successful people by purchasing the same mobile phone used by them is the main motivating force behind bandwagon consumption and it is a source of pride and self-esteem for the consumer. No Significant difference can be found in the bandwagon consumption behaviour with respect to gender, marital status, economic status and monthly family income. |
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| Physical Description: | Page No. 1138-1144 Volume 3; Issue 2; March 2018 |