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ARTÍCULO
TITULO

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

Asad Rehman    
Syed Ahsan Jamil    

Resumen

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: Reference groups influence, Brand choice decisions.JEL Classifications: M31

PÁGINAS
pp. 376 - 382
MATERIAS
ADMINISTRACIÓN

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