Relationship of Demographic Characteristics and Distributors ’Perception for Network Marketing as an Income Opportunity

Abstract

This research paper analyzes the relationship of demographic characteristics and distributors ’perception for network marketing as an income opportunity. The sample of the research work consists of 381 registered distributors of different network marketing organizations operating in National Capital Region. Data have been analyzed through exploratory factor analysis, t-test and analysis of variance. Results indicate that overall perception of the network marketing distributors has been found positive considering network marketing as an income opportunity. Demographic characteristics like gender, age, monthly income, concerned network marketing organization, job status and network marketing experience have statistically significant influence on distributors ’perception regarding network marketing as an income opportunity. Due to rise in cost of living and increased consumption basket of families, network marketing is being considered as an income opportunity.