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Influence of Income and Occupation on Consumers’ Susceptibility to Reference Group Demands on Brand Choice Decisions

Author

Listed:
  • Asad Rehman

    (College of Commerce & Business Administration, Dhofar University, Salalah, Oman)

  • Syed Ahsan Jamil

    (College of Commerce & Business Administration, Dhofar University, Salalah, Oman)

Abstract

The present study is an effort to explore the influence of income and occupation on consumers’ susceptibility to reference group demands on brand choice decisions and to verify the relevance of reference groups in the Indian context. Using an adapted version of questions developed by Bearden et al. (1989) data was collected from a heterogeneous sample which was subjected to ANOVA. The findings of the study are sure to benefit both the researchers as well as the marketing professionals

Suggested Citation

  • Asad Rehman & Syed Ahsan Jamil, 2016. "Influence of Income and Occupation on Consumers’ Susceptibility to Reference Group Demands on Brand Choice Decisions," International Review of Management and Marketing, Econjournals, vol. 6(2), pages 376-382.
    • Handle: RePEc:eco:journ3:2016-02-30
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    More about this item

    Keywords

    Consumer susceptibility; Reference groups; Informational influence; Utilitarian influence; Value expressive influence; Brand choice decisions;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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