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

Abstract views: 178 / PDF downloads: 131


  • Asad Rehman Dhofar University, Salalah Oman
  • Syed Ahsan Jamil Dhofar University, Salalah Oman


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


Download data is not yet available.

Author Biographies

Asad Rehman, Dhofar University, Salalah Oman

Assistant Professor,Department of Management and marketingCollege of commerce and Business Administration.

Syed Ahsan Jamil, Dhofar University, Salalah Oman

Dean,College of commerce and Business Administration, Dhofar University, Salalah, Oman




How to Cite

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. Retrieved from