Young Saudi adults and peer group purchase influence: a preliminary investigation

ISSN： 1747-3616

Source： Young Consumers: Insight and Ideas for Responsible Marketers, Vol.13, Iss.2, 2012-06, pp. : 176-187

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Abstract

Purpose ‐ The role that peer influence plays in shaping young adult consumers' products purchase decision cannot be overemphasized. The purpose of this paper is to investigate the role of peer influence in shaping young adult male consumers' product purchase decisions in Saudi Arabia. Design/methodology/approach ‐ To measure peer influence in this study, a survey of around 200 university students aged between 16 and 30 was conducted using a structured questionnaire. Constructs were measured using well-established scales. Hypotheses are tested by investigating and comparing mean levels of the susceptibility of these young adults to peer influence across four product categories. Findings ‐ With the products studied, the overall preliminary results suggest that the levels of influence were greater in normative influence than in informational situations. The results further provide a sense of the degree to which peer influence on purchase decision could be dictated by culture. Practical implications ‐ Based on the results of this study, practical implications for marketing strategies are suggested and future research directions proposed. Originality/value ‐ The paper adds richness to the peer influence theory from a unique culture such as Saudi Arabia, which is also under-researched.