Buying Behavior: Gender and Socioeconomic Class Differences on Interpersonal Influence Susceptibility

The purpose of present study was to find out the gender and social class difference on interpersonal influence susceptibility on buying behavior. It was hypothesized that “Female buyers would be more susceptible on interpersonal influence as compare to male buyers. It was also hypothesized that “there would be significant difference between low, middle and high socioeconomic class buyers on susceptibility to interpersonal influences. Sample consisted of 135 (70 female and 65 male in which 51 from lower socioeconomic class, 47 from middle socioeconomic class and 37 were taken from high socioeconomic). The age range of the sample was between 21 to 40 years and education level was at least graduation. The sample was selected from Karachi. Personal data form was administered to gather the demographic information and to find out socioeconomic class. Then a Scale of consumer susceptibility to interpersonal influence (Beardon, Netemeyer, and Teel, 1989) 1 was administered to measure interpersonal influence susceptibility on buying products. After scoring, T-Test and one way ANOVA was applied. The results indicate non significant difference among females and males, but significant difference between low, middle and high socioeconomic class buyers on susceptibility to interpersonal influence and that high socioeconomic class are comparatively more susceptible. Additional findings indicate specific differences in males, females on three socioeconomic classes and overall on different educational level.