IMPACT OF PEER PRESSURE ON BUYING BEHAVIOUR

descriptionPublicationkeyboard_double_arrow_right Article 30 Jun 2017Publisher:Granthaalayah Publications and PrintersJournal:International Journal of Research -GRANTHAALAYAH, volume 5, pages 280-291 (issn: 2394-3629, eissn: 2350-0530,

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Authors: Gulati, Shruti;

doi: 10.29121/granthaalayah.v5.i6.2017.2027 , 10.5281/zenodo.820988 , 10.5281/zenodo.820987

IMPACT OF PEER PRESSURE ON BUYING BEHAVIOUR

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- Subjects
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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.

Related Organizations

University of Delhi
India

Keywords

Peer Pressure; Buying; Influence; Spending; Goods; Teenager.

Impact byBIP!

	selected citations These citations are derived from selected sources. This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).	14
	popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.	Top 10%
	influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).	Top 10%
	impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.	Average