Article

IMPACT OF PEER PRESSURE ON BUYING BEHAVIOUR

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Abstract

Purchase of a commodity, good or service is guided by a host of factors. Each factor influences a purchase differently. While some stimulate buying, the other might discourage a consumer. Peer pressure is one of those unique pushes that a rational consumer considers before an actual or a potential purchase of any good or service. Peer pressure rightly puts pressure of the peer or the persons surrounding for any action, buying being the relevant one in this case

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... This is the time when teenagers develop deep friendship among their peers and become permanent during their adolescence (Guzman, 2017). Peer pressure towards persons behavior is said to be a social phenomenon where the members of a particular society or may not be influence negatively but majority are affected by the undesirable behavior of those people who resist what others do (Gulati, 2017). Looking to the different group of factors that influence adolescence in their completion of their academic excellence it is further hindered by developmental challenges (Chen, 2008). ...
... For instance, adolescents who commit explanation of substance abuse through engaging with their peers likely to make unhealthy decisions in their life that could interfere their life goals and make inconsistent choices (Dumas, Ellis & Wolfe, 2012). And also, peer pressure is the main indicator of teenagers into engaging drugs because they begin to adapt this kind of lifestyle among their acquaintances (Gulati, 2017). ...
... Children do not have normative control over their parents buying; rather, they adopt various persuasion strategies such as begging, crying, threatening, nagging, and reason (Chaudhary & Ghous, 2018). Gulati (2017) described that the store environment also had a positive impact on childrens' pester power. ...
... Resultantly, parents buying decisions are strongly influenced. Likewise, Gulati (2017) noted that peer influence has the power to influence and even increase the frequency of purchase and catalyst overall buying process. Children's product choices are majorly reflecting by their peer opinion because they want to get fit in their groups. ...
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This study examined the impact of pester power on parent’s buying decisions, considering the peer influence, store environment, product packaging, and advertisement as stimuli of pester power. Data were collected by distributing a survey questionnaire in supermarkets and shopping malls in Pakistan from 200 parents and were analyzed by using PLS-SEM. The results confirmed the Pakistani children’s dominance in parents buying decisions for various Fast-Moving Consumer Goods (FMCG) products. The results significantly indicate that product packaging, peers’ product preferences, and advertisements affects parents buying decision. The findings of this study contribute to the existing literature on the impacts of pester power on the parents buying decisions through peer influence, product packaging, and advertisement. In addition to that, this study is the first attempt in the Pakistan context, especially the FMCG industry. The findings of this study may benefit marketers to increase their market share by developing their strategies and marketing campaign; and store managers to plan product placement in their stores in such a way that cultivates quest in children for products, considering them as influencers on parents buying decisions, in line with the study findings.
... Peer influence is generally defined as the extent to which attitudes, beliefs, and actions of an individual are influenced by peers (Sheu and Wang et al., 2016;Wang, 2016;Makgosa and Mohube, 2007;Asubonteng et al., 1996;Armistead, 1985). Furthermore, peer pressure is the direct or indirect influence that is exerted on a peer group, observers or individuals who encourage others to change their attitudes, values, or behaviors to conform to groups as a socially acceptable behaviour under it (Gulati, 2017;Akar et al., 2015). As Sheu et al. (2017) and Gillani (2012) propose the social circle of a person comprises of his or her peers, which constitute siblings, friends and acquaintances. ...
... The more peer pressure there is, the more customers are likely to follow their friends to buy certain products. This is in agreement with previous studies such as Gulati (2017), Makiuchi (2016), Nirupma (2015), Akar et al. (2015), etc. For this reason, it is likely that the impact of peer pressure on consumers" decision is universal and entrepreneurs can take advantage of that phenomenon. ...
... Parents frequently use their material possessions to influence the behavior of their children. These items should not be used to discipline children but should instead be used to socialize them [50] [49]. As a result, parents unintentionally instill a culture of consumerism in their children. ...
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Aims: For years, there has been extensive attention in both theoretical and sociological literature regarding a child's ability to exert influence on behavior; in both developed and developing countries, a child's pester power has well recognized by interested parties. Pester Power, often known as the 'nag factor,' refers to adolescent shopping requests directed at their parents. Methodology: Due to the scarcity of information available on this social phenomenon in Sri Lanka, this paper focuses on conceptualizing a consistent set of factors and determinants discovered after an extensive literature review from a large number of sources and providing a foundation for future research that addresses an empirical and practical gap. Results: This paper presents a concept model that can be used by Sri Lankan sociological as well as theoretical academicians and researchers to predict the pester power of Sri Lankan youth and adolescents. The model includes demographic, socio-psychographic, and informative factors that could influence the pester power of Sri Lankan youth and adolescents. Originality: Because this is the first study of its kind in Sri Lanka, marketers and academics will be able to focus their attention on the growing behavior of young consumers in Sri Lanka in relation to the FMCG market by using this consistent set of factors. Conclusion: Despite the fact that Sri Lanka has a very traditional culture that places a premium on conformity to group norms and social acceptance and thus confirms a collectivistic culture in which children are expected to be subservient, there is this new wave of incredibly energetic, more informed young children who make their own consumer decisions. Empirical evidence on the increasing participation of children in family purchasing and their conversion into active consumers in a rapidly expanding market in south east Asian countries is predominant.
... However, there are several social factors that traditionally influence consumer behavior, of which Kotler and Keller (2006) considered reference groups to be one of the most important. Sometimes, customers tend to buy a specific product not because they like it personally, but because it is liked by family members or by their peer groups (Gulati, 2017). It is important to understand what kind of influence traditional reference groups still have on young consumers in the digital world. ...
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This paper investigates the impact of post-purchase user generated content (UGC) and traditional reference groups on the purchase intentions for electronic products (e-products) among young consumers in Jordan. To achieve this, a descriptive methodology was adapted, with a quantitative approach and survey strategy utilizing a five-point Likert scale questionnaire distributed to 450 university and college students in Jordan. 400 filtered and screened copies underwent statistical analyses. SPSS version 21 was utilized to describe and analyze the data. The results revealed a strong impact of post-purchase UGC on purchase intentions of e-products among young consumers. The results also revealed that traditional reference groups have a lower significant impact on the purchase intentions of young consumers, indicating that young consumers rely on online communities more than they rely on family, friends, colleagues, and other social organizations. The findings are discussed with a view to their implications, with recommendations for future research.
... To encourage people to adopt electric carsharing, the friend-invitation promotion scheme is thought to be useful because people generally trust their friends' recommendations more than the advertisement [22], and peer influence often plays an important role on consumption behaviors [33]. e EVCARD adopts the friend-invitation promotion scheme for the market development, and this scheme contributed 24.2% of the increase in the membership in the first five months of 2016. ...
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The combination of electric vehicle (EV) and carsharing is expected to provide social and environmental benefits, like encouraging sustainable travel behaviors (reducing car ownership and vehicle kilometres of travel) and improving the accessibility and flexibility of urban transport. Thus, electric carsharing is encouraged to be adopted for daily trips, and the operators propose the friend-invitation promotion scheme for the membership expansion. This study explores the effectiveness of this scheme and the characteristics of the scheme participants and their invited friends (e.g., age, friend-invitation pattern, and EV rental pattern). The analysis found that 28.4% of these invited friends would make at least one EV rental after registration, whereas 30.4% of the other members who registered in the same period would do so, indicating that these invited friends were less active. Therefore, suggestions are given based on the EV rental pattern of these invited friends (preferring a longer journey using a smaller but cheaper EV) to enhance the effectiveness of the friend-invitation promotion scheme.
... Adolescents tend to settle with friends of similar problem and situation and where they know their conditions will be accepted (Kandel, 1985;Urberg, Luo, Pilgrim, & Degirmencioglu, 2003). Peer pressure is described to have a positive and negative impact among individuals and even without effect to a person because peer pressure is continuous learning (Gulati, 2017). A person affected by peer pressure may or may not want to belong to these groups. ...
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Social anxiety disorder is the most prevalent and chronic type of anxiety disorder worldwide. It affects the educational and social affairs of adolescents. Adolescents spend a lot of time in school, necessitating a considerable amount of social interaction with peer group and teachers. The present study attempts to find the predictive influence of peer pressure and school environment on social anxiety disorder among adolescents. Data was collected from 500 adolescents studying in government and self-financed schools in Punjab. The sample was drawn from ten randomly selected districts of Punjab state. The data was collected using the social anxiety disorder scale by Nagpal (2018), the Peer pressure scale by Singh and Saini (2010) and the School environment scale by Misra (2012). The findings reveal that social anxiety disorder is negatively related to peer pressure. A significant negative relationship exists between social anxiety disorder and the school environment. It is apparent from the regression model summary that the conjoint effect of peer pressure and school environment on social anxiety disorder among adolescents is higher than their individual effects. It implies that peer pressure and school environment would contribute towards predicting social anxiety disorder both independently and conjointly.
... It further explains why coronavirus onset circumstance and awareness are diminished dramatically over time. [6]. Hence, the focus of the present study is to explore the customer's psychology and to optimize for the customer to purchasing face masks cloth in perspective of Bangladesh. ...
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