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The reason for this can be explained in the following.
In the terms of consumer buying behaviour, it can be influenced by their interactions with their reference groups (Blackwell et.al.,2001). Solomon et. al (2002) point out the term ‘symbolic interactionism’ in which it is stressed that relationship with other people (referred to as reference group) will greatly influence the formation of the self and that in order to succeed in the interaction process in the social circle, the choice of products or brands will play an important role because the way consumers make selections will give the representation of themselves and communicate their status messages and that that choice will depend on what ways will they want the messages to be conveyed...
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