Peer influence on young adults†products purchase decisions
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AJBM 
- Author: R Makgosa et K Mohube
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There are some people that an individual keeps in mind when making a purchase. Usually, such people disseminate opinions and other individuals are pressured into following their trend, becoming associated with them and using them as a standard of their purchase decisions. Such people are known as reference groups and they include entertainment figures, parents, sports heroes, political leaders, teachers, peers and co-workers. This paper seeks to contribute to the existing body of the literature on reference group influence. Specifically, it focuses on peer influence among young adults’ products purchase decisions. A convenience sample of one hundred one university students participated in this study. The results of analysis of variance and t-tests indicated that there is more normative influence for a public luxury (sunglasses) than for a private luxury (cell phone) and private necessity (toothpaste). Informational influence was also more for a public luxury than a private necessity. Additionally, a public necessity (shoes) had more normative influence than a private luxury and private necessity as well as a high informational influence than private necessity. Overall, these results demonstrated that the influence of peers varies across various product categories.
Citation: R Makgosa et K Mohube, Peer influence on young adults’ products purchase decisions, African Journal of Business Management Vol. 1 (3), 064-071, June 2007
Tags: ReferencePeer influence Product conspicuousness
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