Articlediamond2017

IMPACT OF PEER PRESSURE ON BUYING BEHAVIOUR

25 citations0/0 files storedInternational Journal of Research -GRANTHAALAYAH

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

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.

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