The Role of Peer Influence on Purchase Decisions among University Students

Abstract

This study looks at how buying behavior of university students is influenced by peer pressure. From the gathered facts, the study aimed to identify trends and connections between consumer behavior and peer influence. The findings imply that peers affect food, clothes, fashion, technology, and other purchases decisions of students. High degrees of social interaction, peer recommendations, and social normative influences are just a few of the several factors causing this impact. These qualities drive teenagers to purchase what they think to be trendy or socially acceptable. Consequently, even if those decisions do not match their personal tastes or financial constraints, students often give purchasing items that enable them fit in socially top priority. As a result, students often prioritize buying products that help them fit in socially, even if those choices do not align with their personal preferences or financial limitations. The study highlights how social dynamics within peer groups can override individual decision-making processes, leading students to favor socially endorsed items. Ultimately, peer pressure has a notable effect on students’ consumer behaviour, emphasizing the power of social influence in shaping purchasing habits during university life. Understanding this impact can help educators, marketers, and students themselves become more aware of how peer relationships shape everyday decisions.