Moderating effect of peer group environment on consumer predisposition towards premium promotions: A study on young urban consumers in India

Abstract

The role of peer-group environment as an influencing factor in purchase decisions is well established. This paper broadens the above premise and studies the influence of peer-group environment on an individual's promotional choice in the context of premium promotions or freebies. Two sets of college students with distinctive peer-group settings in terms of their academic pursuit and residential details have been considered for the study. Discriminant analysis shows that higher interaction and educational orientation of group members influence the customer's promotional preference. Students pursuing professionally oriented courses had a distinctively higher preference for premium-promotions that were hedonic.

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