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

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

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....

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Bibliographic Details
Main Authors: Asad Rehman, Syed Ahsan Jamil
Format: Article
Language:English
Published: EconJournals 2016-04-01
Series:International Review of Management and Marketing
Subjects:
consumer susceptibility
reference groups
informational influence
utilitarian influence
value expressive influence
brand choice decisions
Online Access:https://dergipark.org.tr/tr/pub/irmm/issue/32092/355352?publisher=http-www-cag-edu-tr-ilhan-ozturk

Internet

https://dergipark.org.tr/tr/pub/irmm/issue/32092/355352?publisher=http-www-cag-edu-tr-ilhan-ozturk

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