A group's operation is associative by definition. If you take out the associativity axiom, you get what's (apparently) called a loop. If you also remove the need for an identity, you get a quasigroup. This page on Wikipedia has a nice little table of what you call groups minus this or that axiom.
The nonzero octonions under multiplication form a loop. They are an example of the best you can do if you want to reasonably define multiplication on an 8-dimensional vector space over the reals. (The complex numbers are the best you can do in 2-dimensions. There you get everything you could want out of multiplication: it commutes, it associates, it has an inverse. In 4-dimensions you can form the quaternions, but you lose commutativity. In 8-dimensions you also have to lose associativity, and what you get are called octonions.)