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

Year 2016, Volume: 6 Issue: 2, 376 - 382, 01.04.2016

Asad Rehman Syed Ahsan Jamil

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

Year 2016, Volume: 6 Issue: 2, 376 - 382, 01.04.2016

Asad Rehman Syed Ahsan Jamil

Abstract

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Details

Other ID JA76FJ68PA
Journal Section Research Article
Authors

Asad Rehman This is me

Syed Ahsan Jamil This is me

Publication Date April 1, 2016
Published in Issue Year 2016 Volume: 6 Issue: 2

Cite

APA Rehman, A., & Jamil, S. A. (2016). Influence of Income and Occupation on Consumers’ Susceptibility to Reference Group demands on Brand Choice Decisions. International Review of Management and Marketing, 6(2), 376-382.
AMA Rehman A, Jamil SA. Influence of Income and Occupation on Consumers’ Susceptibility to Reference Group demands on Brand Choice Decisions. IRMM. April 2016;6(2):376-382.
Chicago Rehman, Asad, and Syed Ahsan Jamil. “Influence of Income and Occupation on Consumers’ Susceptibility to Reference Group Demands on Brand Choice Decisions”. International Review of Management and Marketing 6, no. 2 (April 2016): 376-82.
EndNote Rehman A, Jamil SA (April 1, 2016) Influence of Income and Occupation on Consumers’ Susceptibility to Reference Group demands on Brand Choice Decisions. International Review of Management and Marketing 6 2 376–382.
IEEE A. Rehman and S. A. Jamil, “Influence of Income and Occupation on Consumers’ Susceptibility to Reference Group demands on Brand Choice Decisions”, IRMM, vol. 6, no. 2, pp. 376–382, 2016.
ISNAD Rehman, Asad - Jamil, Syed Ahsan. “Influence of Income and Occupation on Consumers’ Susceptibility to Reference Group Demands on Brand Choice Decisions”. International Review of Management and Marketing 6/2 (April 2016), 376-382.
JAMA Rehman A, Jamil SA. Influence of Income and Occupation on Consumers’ Susceptibility to Reference Group demands on Brand Choice Decisions. IRMM. 2016;6:376–382.
MLA Rehman, Asad and Syed Ahsan Jamil. “Influence of Income and Occupation on Consumers’ Susceptibility to Reference Group Demands on Brand Choice Decisions”. International Review of Management and Marketing, vol. 6, no. 2, 2016, pp. 376-82.
Vancouver Rehman A, Jamil SA. Influence of Income and Occupation on Consumers’ Susceptibility to Reference Group demands on Brand Choice Decisions. IRMM. 2016;6(2):376-82.