Influence of Social Reference Group on Buying Behavior, A Comparative Study of Working and Non Working Women in Bangalore - A Pilot Study Analysis

Reference Group Construct: The various types of reference group include primary groups, secondary groups, for mal groups, informal groups, membership, aspirational groups and the different types of influences which affect consumer de - cisions include Normative influence, Value-expressive influence and Informational influence


Consumer Buying Behavior
Understanding the consumers and knowing them is very difficult task.The manner in which they think and decide on purchases is very complex.Usually consumer buying behavior is influenced by culture, social, personal and psychological factors and such forces are called as social influences which include: Role and family influences.

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Culture and sub-culture.• Consumers must constantly make decisions pertaining to what products and services to buy and where to buy from.Usually such complex decisions arise because with every decision of theirs there are certain risks that are associated with 9 .

Literature Review
Based on the review of literature, studies in the past on reference groups have been done on: 1. Paper titled "Differences in susceptibility to reference group influence" where-in students and housewives were respondents taking into consideration the product-wise analysis of decisions 11 .2. In 1978, A study on "Promotional perspectives of reference group influence: Advertising implications" by Lessig and Park was conducted in Kansas on housewives to examine the role of reference groups and promotional appeals in satisfying consumer motivations across 20 products 8 .

3.
In 1982, a study on "Reference Group Influence on product and brand purchase decisions" was carried out by William Bearden and Michael Etzel on non-student adults in Columbia to understand the differences in the reference group influences across 16 products which were classified as publicly and privately consumed products and luxuries and necessities 6 .4. In 1992, a study was conducted specifically on "The influence of Familial and per-based reference groups on consumer decisions".The respondents were students from Thai and US market and reference group influence was analyzed on product decisions and brand decisions which were categorized under 4 types: public luxury/public necessity, private luxury/ private necessity 4 .In 2001, a study in Singapore was carried out on working women but it is with reference to the different services offered and not products.Paper titled "Reference group influence and perceived risk in services" 10 .6.In 2003, a study was conducted on "Participation of working women in decision-making process as consumer" by S. Bhatti and Srivastava in Faridabad where in Working Women involvement in food/non-food items was explored.But this study did not specifically focus on reference groups 3 .7. In 2007, a study was administered on "Social reference group influence on mobile phone purchasing behavior: a cross-nation comparative study" by Jiaqin Yang, Xihao He and Huei Lee 17 between the mobile phone users of USA and China.The results further indicate that among three influences tested, the informational influence has the strongest impact on cell phone consumers.
8. In 2006, research paper titled "To Be or Not to Be?
The influence of dissociative reference groups on consumer preferences" by Katherine White and Darren Wahl was analysed in the USA to explore the dissociative reference group influence on consumer preferences 16 .9. In 2008, a paper titled "Consumer attitude toward global brands: Global mass media usage and reference group influences among college educated Chinese youth" by Shi-Chuan, C., and Szu-Chi, H. empha-sized on the impact of mass media and influence of reference group in relation to Chinese youth buying behavior towards global brands 13 .10.In 2009, a study was carried out "A study on the influence of purchase intentions on repurchase decisions: the moderating effects of reference groups and perceived risks" by Long-Yi Lin and Wen Chen amongst the Taiwan train travelers.Purchase intensions and repurchase decisions were analyzed to check its effect on reference group influences 9 .

Data Analysis and Interpretation
The study would involve using independent sample t-test and ANOVA: Independent sample t-test would be used to compare the means of two variables as described in the tables below.This test would facilitate the analyses in terms of understanding if the two variables are "significantly similar" or "significantly different" from each other or not.
ANOVA would be used to analyze the behavior and relationship between the independent variable and the dependent variable.

Interpretation
The above table indicates that the mean in Housewives • is higher in infoexpts, infofrd, inforef, infohusb while purchasing PEP products as compared to working women in terms of informational reference group influence.It was also observed that working women had a higher • mean for infoobs (I observe how others use the product/service) as compared to housewives.
Table 2. PRODUCT 1: Informational Reference Group: Independent sample t-test

Interpretation
1.There is a significant difference in the buying pattern of PEP products within the two groups on the item infohusb "I will buy only if my husband approves it".The significance value is 0.01 which is <0.05. 2. The mean is higher in case of housewives viz-a-viz working women for the item "I will buy only if my husband approves it" for PEP products which is 3.77 (Housewives) and 2.86 (Working women).3.In other statements of informational reference groups, there is significant difference between the 2 groups in terms of their mean but the trend is that only in

Product 2 -H and B (Health and Beauty)
Informational Reference group -Independent sample t-test

Interpretation
The above table indicates that the mean in Housewives • is higher in infoexpts, infofrd, inforef, infohusb while purchasing H and B products as compared to working women in terms of informational reference group influence.It was also observed that working women had a higher • mean for infoobs (I observe how others use the product/service) as compared to housewives.

Interpretation
There is a significant difference in the buying pattern • of H and B products within the two groups on the item infofrd "I seek information from a friend who works in the field of concern".The significance value is 0.033 which is <0.05.
The mean is higher in case of housewives vis-a-viz • working women for the item "I seek information from a friend who works in the field of concern" for H and B products which is 4.08 (Housewives) and 3.50 (Working women).
In other statements of informational reference groups, • there is significant difference between the 2 groups in terms of their mean but the trend is that only in the item "infofrd" (I seek information from a friend who works in the field of concern) there is significant difference of value 0.33 which is <0.05.

Product 3 -C and A (Clothing and Accessories)
Informational Reference group -Independent sample t-test

Interpretation
The above table indicates that the mean in Housewives • is higher in infoexpts, infofrd, inforef, infohusb while purchasing C and A products as compared to working women in terms of informational reference group influence.It was also observed that working women had a higher • mean for infoobs (I observe how others use the product/service) as compared to housewives.

Interpretation
There is a significant difference in the buying pattern • of C and A products within the two groups on the item infohusb "I will buy only if my husband approves it".The significance value is 0.006 which is <0.05.
The mean is higher in case of housewives vis-a-viz • working women for the item "I will buy only if my husband approves it" for C and A products which is 3.35 (Housewives) and 2.50 (Working women).
In other statements of informational reference groups, • there is significant difference between the 2 groups in terms of their mean but the trend is that only in the item "infohusb" (I will buy only if my husband approves it) there is significant difference of value 0.006 which is <0.05.

Objective 1.2
5.1 Importance of Utilitarian Reference group on Working Women and Housewives in the Purchase of Product Categories

Product 1 -PEP (Personal Electronics Products)
Utilitarian Reference group -Independent sample t-test

Interpretation
The above table indicates that the mean in Housewives • is higher in all the items while purchasing PEP products as compared to working women in terms of utilitarian reference group influence.

Interpretation
There is a significant difference in the buying pattern • of PEP products within the two groups on the item utiexpfly "I will not buy something if it does not meet the requirement of my family".The significance value is 0.007 which is <0.05.The mean is higher in case of housewives viz-a-viz • working women for the item "I will not buy something if it does not meet the requirement of my family" for PEP products which is 4.38 (Housewives) and 3.55 (Working women).
In other statements of informational reference groups, • there is significant difference between the 2 groups in terms of their mean but the trend is that only in the item "utiexpfly" (I will not buy something if it does not meet the requirement of my family) there is significant difference of value 0.007 which is <0.05.

Product 2 -H and B (Health and Beauty)
Utilitarian Reference group -Independent sample t-test

Interpretation
The above table indicates that the mean in Housewives is higher in all items except "utiexpfly" (I will not buy something if it does not meet the requirement of my family) while purchasing H and B products as compared to working women in terms of utilitarian reference group influence.It was also observed that working women and housewives had the same mean of 3.50 for the item "utiexpfly".

Interpretation
There is a significant difference in the buying pattern of H and B products within the two groups on the item utiexpfly "I will not buy something if it does not meet the requirement of my family".The significance value is 0.004 which is <0.05.
The mean is higher in case of housewives vis-a-viz working women for the item "I will not buy something if it does not meet the requirement of my family" for H and B products which is 4.19 (Housewives) and 3.32 (Working women).
In other statements of informational reference groups, there is significant difference between the 2 groups in terms of their mean but the trend is that only in the item "utiexpfly" (I will not buy something if it does not meet the requirement of my family) there is significant difference of value 0.004 which is <0.05.

Product 3 -C and A (Clothing and Accessories)
Utilitarian Reference group -Independent sample t-test

Interpretation
The above table indicates that the mean in Housewives is higher in all items except "utiexpfly" (I will not buy something if it does not meet the requirement of my family) while purchasing C and A products as compared to working women in terms of utilitarian reference group influence.It was also observed that working women had the higher mean of 3.68 viz-a-viz housewives 3.58 for the item "utispse" (I ask my spouse/colleague if the product/ service goes with my style).

Interpretation
There is a significant difference in the buying pattern of C and A products within the two groups on the item utiexpfly "I will not buy something if it does not meet the Table 10.PRODUCT 2: Utilitarian Reference Group: Independent sample t-test requirement of my family".The significance value is 0.012 which is <0.05.
The mean is higher in case of housewives vis-a-viz working women for the item "I will not buy something if it does not meet the requirement of my family" for C and A products which is 4.04 (Housewives) and 3.24 (Working women).
In other statements of informational reference groups, there is significant difference between the 2 groups in terms of their mean but the trend is that only in the item "utiexpfly" (I will not buy something if it does not meet the requirement of my family) there is significant difference of value 0.004 which is <0.05.

Importance of Value Expressive
Reference Group on Working Women and Housewives in the Purchase of Product Categories

Product 1 -PEP (Personal Electronics Products)
Value Expressive Reference group -Independent sample t-test

Interpretation
The above table indicates that for items "vexpgrps" (I try to match my products with the groups I interact with) and "vexpimg" (I buy a product as it will enhance my image amongst my friends, peers) the mean in Working women is higher while purchasing PEP products as compared to Housewives in terms of value-expressive reference group influence.It was also observed that for items "vexpceleb" (I trust those products which are endorsed by celebrities) and "vexpme" (I buy a particular product because it helps me show others who I am, or who I would like to be) the mean in Housewives is higher while purchasing PEP products as compared to working women in terms of value-expressive reference group influence.

Interpretation
It has been observed above that, none of the items have shown a significant difference in the purchase of PEP products relating to value-expressive reference group influence.
It is evident that, purchases of PEP products have shown similar behavior among both the groups under value-expressive category.

Product 2 -H and B (Health and Beauty)
Value Expressive Reference group -Independent sample t-test

Interpretation
The above table indicates that for items "vexpgrps" • (I try to match my products with the groups I interact with) and "vexpimg" (I buy a product as it will enhance my image amongst my friends, peers) the mean in Working women is higher while purchasing H and B products as compared to Housewives in terms of value-expressive reference group influence.
It was also observed that for items "vexpceleb" (I trust • those products which are endorsed by celebrities) and "vexpme" (I buy a particular product because it helps me show others who I am, or who I would like to be) the mean in Housewives is higher while purchasing H and B products as compared to working women in terms of value-expressive reference group influence.

Interpretation
There is a significant difference in the buying pattern • of H and B products within the two groups on the item "vexpceleb" (I trust those products which are endorsed In other statements of value-expressive reference • groups, there is significant difference between the 2 groups in terms of their mean but the trend is that only in the item "vexpceleb" (I trust those products which are endorsed by celebrities) there is significant difference of value 0.040 which is <0.05.

Product 3 -C and A (Clothing and Accessories)
Value Expressive Reference group -Independent sample t-test

Interpretation
The above table indicates that for items "vexpgrps" • (I try to match my products with the groups I interact with) and "vexpimg" (I buy a product as it will enhance my image amongst my friends, peers) the mean in Working women is higher while purchasing H and B products as compared to Housewives in terms of value-expressive reference group influence.It was also observed that for items "vexpceleb" (I trust • those products which are endorsed by celebrities) and "vexpme" (I buy a particular product because it helps me show others who I am, or who I would like to be) the mean in Housewives is higher while purchasing H and B products as compared to working women in terms of value-expressive reference group influence.

Interpretation
There is a significant difference in the buying pattern • of C and A products within the two groups on the item "vexpme" (I buy a particular product because it helps me show others who I am, or who I would like to be).The significance value is 0.034 which is <0.05.The mean is higher in case of housewives viz-a-viz work-• ing women for the item "I trust those products which are endorsed by celebrities" for H and B products which is 3.46 (Housewives) and 2.65 (Working women).
In other statements of value-expressive reference • groups, there is significant difference between the 2 groups in terms of their mean but the trend is that only

OBJ -Analyze the 3 Reference Group Influences of Both
Groups in the Purchase of Product Categories

Product Category Versus Informational Reference Groups
Informational reference items -dv

Interpretation
Irrespective of the group (working women or housewife), the following observations are seen amongst the Informational reference groups for product category (P1 -Personal Electronic Products, P2 -Health and Beauty, P3 -Clothing and Accessories).

Personal Electronic Products •
The mean for PEP has been highest in the items of: 1. "infofrd" (I seek information from a friend who works in the field of concern).2. "inforef" (I seek information from peers, friends, family).

"infoobs" (I observe how others use the product /service). 4. "infohusb" (I will buy only if my husband at al approves it).
Note: It is seen that for personal electronic products, irrespective of the group (working women or the housewife) they would not be majorly influenced by "infoexpts" (I seek information from people who are in the business -experts' et al.) but the results were promising in all other items.

Health and Beauty •
The mean for H and B has been highest in the items of: 1. "infoexpts" (I seek information from people who are in the business -experts' et al).Note: 2. The results have also been promising in "infofrd" (I seek information from a friend who works in the field of concern) with a mean value of 3.73.3. The least important item for H and B as compared to PEP and C and A was "infohusb".

Clothing and Accessories •
It is observed that Health and Beauty products have not been influenced by informational reference groups.

Interpretation
In General, There is a significant difference in the buying pattern of the 3 product categories viz-a-viz Informational reference groups on 3 items: "infoexpts" (I seek information from people who are • in the business -experts et al).
The significance value is 0.018 which is <0.05."infofrd" (I seek information from a friend who works • in the field of concern).The significance value is 0.001 which is <0.05.

Product Category Versus Utilitarian Reference Groups
Utilitarian reference items -dv

Interpretation
Irrespective of the group (working women or housewife), the following observations are seen amongst the Utilitarian reference groups for product category (P1 -Personal Electronic Products, P2 -Health and Beauty, P3 -Clothing and Accessories) Personal Electronic Products • The mean for PEP has been highest in the items of: a. "utiexpfly" (I will not buy something if it does not meet the requirement of my family).

Note:
1.The results have also been promising in "utiexpme" (I will never buy a product if it does not meet my expectations completely) with a mean value of 4.44.2. The least important items for PEP as compared to H and B and C and A were "utifrd", utifrdsdis", "utifrdscfm", "utirefappr".

Health and Beauty •
The mean for H and B has been highest in the items of: 1. "utifrd" (I check with my friends, peers after I buy a product of my choice).
2. "utirefappr" (I hate to buy products which I believe will not be met with approval from my friends, peers, etc).

Note:
1.The results have also been promising in "utiexpme" (I will never buy a product if it does not meet my expectations completely) with a mean value of 4.41.

The least important item for H and B product category
as compared to PEP and C and A was "utifrdscfm".

Clothing and Accessories •
The mean for C and A has been highest in the items of: 1. "utispse" (I ask my spouse/colleague if the product/ service goes with my style).2. "utiexpme" (I will never buy a product if it does not meet my expectations completely).3. "utifrdsdis" (If my friends disapprove of my purchase, I feel upset).4. "utifrdscfm" (Before I buy a product, I confirm it with my friends about its suitability to me).

Note:
1.The results have been promising in 4 items for C and A product category as indicated above.2. The least important item for C and A as compared to PEP and H and B was "utirefappr".

Interpretation
Although the mean values show differences amongst • the 3 different product categories, it has not shown any significant difference on any of the items under Utilitarian Reference group.This clearly indicates that the buying behavior have • been similar of the 2 groups (working and housewife) in-terms of Utilitarian reference group.

Product Category Versus Value Expressive Reference Groups
Value Expressive reference items -dv

Interpretation
Irrespective of the group (working women or housewife), the following observations are seen amongst the Value Expressive reference groups for product category (P1 -Personal Electronic Products, P2 -Health and Beauty, P3 -Clothing and Accessories) Personal Electronic Products • The mean for PEP has been highest in the items of: 1. "vexpgrps" (I try to match my products with the groups I interact with).2. "vexpme" (I buy a particular product because it helps me show others who I am, or who I would like to be).

Note:
1.The least important item for PEP as compared to H and B and C and A was "vexpceleb" (I trust those products which are endorsed by celebrities).2. However, in all items the trend has been similar in terms of purchases.
Health and Beauty • 1.In all items the trend has been similar in terms of purchases.

Clothing and Accessories •
The mean for C and A has been highest in the item of: 1. "vexpimg" (I buy a product as it will enhance my image amongst my friends, peers).

Note:
1.The least important item for C and A as compared to PEP and H and B was "vexpceleb".

Interpretation
Although the mean values show differences amongst the 3 different product categories, it has not shown any significant difference on any of the items under Value-Expressive Reference groups.This clearly indicates that the buying behavior have been similar of the 2 groups (working and housewife) interms of Vale expressive reference group.

Interpretation
There is no correlation between age and the buying pattern among the informational reference group items.

Interpretation
There is no correlation between age and the buying pattern among the utilitarian reference group items.

Interpretation
There is no correlation between age and the buying pattern among the value expressive reference group items.

Interpretation
There is no correlation between age and the buying pattern among the informational reference group items.

Interpretation
There is no correlation between age and the buying pattern among the utilitarian reference group items.

Interpretation
Irrespective of the groups (working women or housewives), it is observed that: There is similar behavior between married/single • women on informational reference group influence items except in the case of "infohusb" which is obvious.

Interpretation
There is a significant difference between on marital • status for the item "infohusb" which is obvious.

Interpretation
Irrespective of the groups (working women or housewives), it is observed that:

Interpretation
There is no correlation between age and the buying pattern among the VE reference group items.

Interpretation
There is a significant difference on marital status (married/single) for the item: "utiexpfly" -I will not buy something if it does not • meet the requirement of my family -significant at value .021."utiexpme"-I will not buy something if it does not • meet my expectations completely -significant at value .024.

Interpretation
Irrespective of the groups (working women or housewives), it is observed that: There is similar behavior between married /single • women on value expressive reference group influence.

To Analyze the Relationship between Marital Status and
Reference Group Influence in the Purchase of Products

P2 -Health and Beauty
It is observed that for product H and B there is a significant difference on marital status in the buying behavior on items: "utifrd" -I check with my friends, peers after I buy a • product of my chocie -at significant value .007."utiexpfly" -I will not buy something if it does not • meet the requirement of my family -at significant value .045."utiexpme" -I will never buy a product if it does not • meet my expectations completely -at significant value .022."utifrdscfm" -Before I buy a product, I confirm it with • my friends about its suitability to me -at significant value .025.

P3 -Clothing and Accessories
It is observed that for product C and A there is a significant difference on marital status in the buying behavior on items: "infohusb" -I will buy only if my husband approves • it -at significant value .05. "utifrdscfm" -Before I buy a product, I confirm it with • my friends about its suitability to me -at significant value .027.

OBJ -To Analyze the Relationship between Income and Buying Behavior amongst Working Women
No relationship between income per annum and buy-• ing behavior among Working Women.Correlation.

OBJ: To Analyze the Relationship between Income and Buying Behavior among Working Women per Product Category
No relationship among income per annum and buying • behavior across reference group influences in PEP and H and B.

Findings of Research
The research topic would clearly bring out the comparison between the two segments namely working women and non-working women.These comparisons would dwell upon the reference groups that influence these two groups' viz-a-viz utilitarian / Informational and Value expressive reference groups.The research would also check if any demographic influences influence their buying behavior which includes age, marital status, income etc.

Conclusion
Marketers need to treat "The Woman Consumer" as a Distinct as well as an important segment.Today the female market as a topic is discussed the world over.A global study in 2009 by BCG indicates women control $12 trillion in global spending.The 12000 women BCG interviewed provide the following information -on their spending and saving preferences, their work and home habits, their buying behavior.During these interactions, it was revealed that women are starved for time and hence the time-saver slogan gains her attention 7 .
The consumer-economy seems to be female, the business-world seems to be male, and therein lays the dichotomy… Women have primary responsibility for both children and elderly.In the time-compressed world of busy women, shopping for pleasure in the company of friends is a rare experience.
Adapted from the book "Why She Buys".
Influence of Social Reference Group on Buying Behavior.A Comparative Study of Working and Non Working Women in Bangalore -A Pilot Study Analysis Indian Journal of Science and Technology 98 Vol 8 (S6) | March 2015 | www.indjst.org 5.

Table 1 .
PRODUCT 1: Informational Reference Group: Mean Statistics infohusb 6 U I check with my friends, peers after I buy a product of my choice.utifrd 7 I ask my spouse/colleague if the product/service goes with my style.utispse 8 I will not buy something if it does not meet the requirement of my family.utiexpfly 9 I will never buy a product if it does not meet my expectations completely.utiexpme 10 If my friends disapprove of my purchase, I feel upset.utifrdsdis 11 Before I buy a product, I confirm it with my friends about its suitability to me.utifrdscfm 12 I hate to buy products which I believe will not be met with approval from my friends, peers, etc. utirefappr 13VE I try to match my products with the groups I interact with.vexpgrps 14 I buy a product as it will enhance my image amongst my friends, peers.vexpimg 15 I trust those products which are endorsed by celebrities.vexpceleb 16 I buy a particular product because it helps me show others who I am, or who I would like to be vexpme

Table 4 .
PRODUCT 2: Informational Reference Group: Independent sample t-test

Table 5 .
PRODUCT 3: Informational Reference Group: Mean Statistics

Table 6 .
PRODUCT 3:Informational Reference Group: Independent sample t-test

Table 7 .
PRODUCT 1: Utilitarian Reference Group: Mean Statistics Table 9. PRODUCT 2: Utilitarian Reference Group: Mean Statistics Table 8.PRODUCT 1: Utilitarian Reference Group: Independent sample t-test

Table 14 .
PRODUCT 1: Value expressive Reference Group: Independent sample t-test

Table 13 .
PRODUCT 1: Value expressive Reference Group: Mean Statistics

Table 16 .
PRODUCT 2: Value expressive Reference Group: Independent sample t-test

Table 15 .
PRODUCT 2: Value expressive Reference Group: Mean Statistics

Table 18 .
PRODUCT 3: Value expressive Reference Group: Independent sample t-test

Table 17 .
PRODUCT 3: Value expressive Reference Group: Mean Statistics

Table 21 .
Mean statistics of product category versus informational reference group

Table 22 .
ANOVA between groups on Informational reference groups

Table 23 .
Mean statistics of product category versus utilitarian reference group

Table 24 .
ANOVA between groups on Utilitarian reference groups

Table 25 .
Mean statistics of product category versus value expressive reference group

Table 26 .
ANOVA between groups on value expressive reference groups

Table 27 .
PRODUCT 1:Correlation between age and informational reference group

Table 28 .
PRODUCT 1:Correlation between age and utilitarian reference group

Table 29 .
PRODUCT 1: Correlation between age and value expressive reference group Influence of Social Reference Group on Buying Behavior.A Comparative Study of Working and Non Working Women in Bangalore -A Pilot Study Analysis

Table 32 .
PRODUCT 2:Correlation between age and value expressive reference group

Table 31 .
PRODUCT 2:Correlation between age and utilitarian reference group

Table 33 .
PRODUCT 3:Correlation between age and informational reference group/ utilitarian reference group / value expressive reference group

Table 34 .
T-Test: Marital Status versus Informational Reference Groups

Table 35 .
T-Test: Marital Status versus Utilitarian Reference Groups

Table 36 .
T-Test: Marital Status versus Value Expressive Reference Groups Indian Journal of Science and Technology 123 Vol 8 (S6) | March 2015 | www.indjst.org

Table 37 .
C and A: Income per annum versus Informational RG .Correlation is significant at the 0.05 level (2-tailed). *