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| Author: | Frenzen, J. Davis, H. |
| Title: | Purchasing Behavior in Embedded Markets |
| Journal: | Journal of Consumer Research
1990 : JUNE, VOL.17, p.1-12 |
| Index terms: | CONSUMER BEHAVIOUR SOCIAL STRUCTURE MARKET SEGMENTATION |
| Language: | eng |
| Abstract: | The effect of market embeddedness on the purchasing behaviour of consumers is demonstrated in market where social structures are predominant. Embeddedness exists when consumers derive utility from two sources at the same time: from attributes of the product and from social capital.It is found that the degree of social capital present considerably influences the likelihood of purchase. |
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