Sociological aspects of consumer behaviour

Consumers are social creatures, who form groups and interact in rela-ltion to goals. Consumer behaviour when viewed from a sociological perspective is more than a simple aggregation of individual acts, for
the patterns and processes of both individual acts and wider social changes are profound in their impact on fashion marketing. Several social dimensions of consumer behaviour will be examined and these
relate particularly to the process of infl uence over choice and to the basis for segmenting markets.
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