دانلود رایگان مقاله اثر تعدیل محیط گروه همسالان در استعداد مصرف کننده نسبت به پیشرفت

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 peergroup 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.

Conclusion and scope of further research

The paper intended to study the effect that peer group interaction has on the promotional choice of a customer. The analysis of the data establishes that higher interaction and educational orientation of group members influence the customer’s promotional preference. In case of young customers the predisposition towards hedonic promotion is consistent with the findings of Chitturi, Rajagopal, and Vijay (2007) wherein they state that there are fundamental differences in the type of goals hedonic and utilitarian benefits help attain. The study clearly indicates the effect that the time spent together has on an individual’s behaviour and preference. Earlier studies had pointed to the effect of time spent together on immediate behaviour, but this study goes further to establish its impact not only on the choice of the product but also on the consumer’s predisposition towards a particular type of promotion. The study also shows that the influence of higher interaction and common career aspirations goes beyond product-purchase behaviour.