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 e...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2016-04-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/1970 |