Peer Influence on Young Adults’ Products Purchase Decisions

Abstract

This study investigates the influence of peers on young adults’ product purchase decisions in Pakistan where the values and cultures differ because of significant religious influence and geographic dispersion. Data is collected from a convenience-based sample of university students via two questionnaires. Using different analysis techniques such as comparisons of means, analysis of variance, and LSD, results support the construct that peers do influence young adults’ product purchase decisions. A number of variables and variations in the level of education, exposure, affluence or other cultural       and societal differences etc. impose limitations on the study which can be removed through future studies. The research suggests marketers to pay special attention and invest in creative options for utilizing peer groups for sales and promotion of their products and brands.