Peer Influence on Adolescent Purchase Decisions

Author(s)	Guntha Rajeev
Country	India
Abstract	This paper explores how peer influence impacts adolescent's choices when buying products. By surveying individuals under 19 and 20 years and old, the research examines how much peer's opinions influence decision-making. The questionnaire focused on how often peers make recommendations, how much we trust their opinions, how likely we are to buy based on their advice, how important peer approval is, and how often we talk about purchases with friends. The analysis of these questions revealed trends in peer influence among various age groups. The results offer useful information for marketers and professionals looking to utilize peer influence effectively.
Keywords	Peer influence, purchasing behaviour, adolescents, adults, social validation, conformity, peer pressure, social networks.
Published In	Volume 6, Issue 2, March-April 2024
Published On	2024-04-27
Cite This	Peer Influence on Adolescent Purchase Decisions - Guntha Rajeev - IJFMR Volume 6, Issue 2, March-April 2024. DOI 10.36948/ijfmr.2024.v06i02.18526
DOI	https://doi.org/10.36948/ijfmr.2024.v06i02.18526
Short DOI	https://doi.org/gtsg43

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