IMPACT OF PEER PRESSURE ON BUYING BEHAVIOURJournal: INTERNATIONAL JOURNAL OF RESEARCH -GRANTHAALAYAH (Vol.5, No. 6)
Publication Date: 2017-06-30
Authors : Shruti Gulati;
Page : 280-291
Keywords : Peer Pressure; Buying; Influence; Spending; Goods; Teenager.;
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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