ASO-OKE: THE RELATIONSHIP BETWEEN THE CONSUMPTION OF ETHNIC CLOTHING AND NORMATIVE SOCIAL INFLUENCE
Ijioma, Nkechinyereamaka (2010) ASO-OKE: THE RELATIONSHIP BETWEEN THE CONSUMPTION OF ETHNIC CLOTHING AND NORMATIVE SOCIAL INFLUENCE. [Dissertation (University of Nottingham only)] (Unpublished)
This research paper presents an evaluation of consumers within and outside their ethnic country in relation to the consumption of ethnic clothing. This was achieved by investigating how consumers behaved in the presence of normative social influence. The reason for this study is due to the increased interest researchers have, in studying ethnic minorities and their consumption of ethnic related products. However, little attention has been paid to the consumption behaviour of consumers within their ethnic countries. The effect of globalisation has led to a growth of interrelationship between countries, which has not only made the economy better, but also changed the ways people choose to consume ethnic oriented products in today’s society.
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