GENDER EFFECT ON CONSUMER SUSCEPTIBILITY TO REFERENCE GROUP INFLUENCE

Male and female working professional consumers significantly differ in their responses as far as information influence is considered in their susceptibility to reference groups. But they were of similar opinion on that they seek information from an association of professional or independent group of...

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Bibliographic Details
Main Authors: Upadhyaya, Ajit, Shukla, Rajeev K, Upadhyaya, Anadi
Format: Conference Proceeding
Language:English
Subjects:
Consumer behavior
Consumers
Data collection
Hypotheses
Identity
Professionals
Self expression
Social interaction
Social research
Students
Values
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Summary:Male and female working professional consumers significantly differ in their responses as far as information influence is considered in their susceptibility to reference groups. But they were of similar opinion on that they seek information from an association of professional or independent group of experts. Male and female working professionals' consumers were not significantly different in their responses as far as utilitarian influence was considered in their susceptibility to reference groups. Only significant difference of opinion found in whether brand purchase influenced by fellow work associate preferences. Male and female working professionals' consumers were significantly different in their responses as far as Value Expressive Influence was considered.
ISSN:1849-6903
1849-6903