• Dr. V. Krishna Mohan
• Pragnya Suma V

Abstract Consumer behaviour is one of the most extensively researched areas in the field of marketing and management. While there is abundance of data, the rapidly changing trends and decision making patterns of the consumers had always giving a task to marketers in designing an appropriate viable strategy. The consumer reference groups have always had a major role in influencing the decision making processes of the consumers, but the various ways how they affect the decisions and choices are varied. The influence of reference groups can be studied only individually in different types of products or services since the preferences and the factors affecting these can be varied in different product and service lines. On the other side, there is influence of reference groups in symbolic consumption of consumers. It is the term used when a consumer purchases or uses a product as a result of emotional driving factors as opposed to functional driving factors. The symbolic meaning associated with the product may greatly affect its adoption and use. The term is used to describe the phenomenon whereby people consume to reflect their sense of self identity. Since clothing is one way which working women use to express themselves in terms of individuality and freedom, the concept has been used to understand their preferences and affect of reference groups on the same. This paper aims at studying the role of the reference groups in respect of working women, who are teachers serving in various educational institutions in a two tier city, and also examine the degree to which the consumers are influenced by these reference groups making them indirectly participate in symbolic consumption with or without their knowledge and involvement. After analysing the data, it can be inferred that reference groups had little or no effect on the purchase decision or choices of consumers in the sample. It was further found that the sample did not consider brands as a driving force for purchase of a product.

Working Women, Reference Groups, Buying Decision, Symbolic Consumption

"The Role of Reference Groups in Brand Choice and Purchase Decision A Case Study of Working Women in Select Educational Institutions", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.155-162, December-2018, Available :http://www.jetir.org/papers/JETIR1812C21.pdf

"The Role of Reference Groups in Brand Choice and Purchase Decision A Case Study of Working Women in Select Educational Institutions", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp155-162, December-2018, Available at : http://www.jetir.org/papers/JETIR1812C21.pdf