A Study on Influence of Reference Group and Role and Status on Consumer Buying Behaviour
Keywords:
Reference group, role, status, consumer behaviourAbstract
The market has been witnessing lot of behavioural changes in the consumer in the past few years. A very unpredictable and unsure behaivour prevails all around. There is a need to find out the reason for the same and efforts have to be made to retain the consumers. This research paper emphases on the influence of reference group and roles and status on the consumer buying behavior. The data has been collected from 100 respondents each from Jallandhar and Ludhiana. The results show that the reference group influences consumer behaviour more than roles and status and the influence is found to be higher in Ludhiana than in Jallandhar.
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