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

Asad Rehman and Syed Ahsan Jamil
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Asad Rehman: College of Commerce & Business Administration, Dhofar University, Salalah, Oman
Syed Ahsan Jamil: College of Commerce & Business Administration, Dhofar University, Salalah, Oman

International Review of Management and Marketing, 2016, vol. 6, issue 2, 376-382

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

Keywords: Consumer susceptibility; Reference groups; Informational influence; Utilitarian influence; Value expressive influence; Brand choice decisions (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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