Influence of Peer in Purchase Decision Making of TwoWheelers: A Study Conducted in Coimbatore S. Franklin John Principal Nehru College of Management Coimbatore. India franklinjohn@hotmail.com Abstract Buyer behavior occupies a pivotal place in marketing research. Enormous factors, including both internal and external to buyer, seem to extract an effective and efficient influence on the purchasing decisions of the buyer. An attempt is made in this present piece of research to find out the importance of peers on the buying behavior of Twowheelers with reference to buyers residing in and around Coimbatore city. Using convenient sampling technique 85 Twowheeler buyers were identified and included as sample for the study. Peer Influence on Purchase Decision Making questionnaire developed by Clement.S. & Venkatapathy. R (2002) has been used to collect the data. The results were analyzed using OneWay Anova statistical technique. The findings reveal a positive trend on the influence of peers on the decision making of the purchases Index Terms influence, peer,purchase I. INTRODUCTION Peer influence is commonly defined as the amount to which peers apply influence on the attitudes, thoughts, and actions of an individual (Bristol and Mangleburg, 2005). However, there exist two schools of thought with respect to the work of art of social influence which form the basis for this paper s conceptualization of peer influence. In one school of thought, social influence is viewed as consisting of three types of influences including informational, value expressive and utilitarian influence (Bearden and Etzel, 1982; Childers and Rao, 1992; Lessig and Park, 1978; Park and Lessig, 1977).Informational influence is seeming as enhancing one s knowledge of the environment and/or ability to cope with the facet of the environment (Childers and Rao, 1992; Park and Lessig,1977). Informational influences also entail observing the behavior of others or actively searching for information from others with the appropriate expertise (Brinberg and Plimton, 1986; Park and Lessig, 1977). Informational influence is likely to influence an individual if he or she accepts information from others as evidence about reality and desires to build informed decisions (Mangleburg et al., 2004). Functional influence is when an individual act in accordance with the preferences or expectations of others to avoid punishments or achieve rewards (Bearden and Etzel, J. Anand Christopher PhD Scholar Karunya University Coimbatore, India 1982; Lessig and Park, 1978; Park and Lessig, 1977). This occurs when the individual perceives that others have the ability to act as a cobetween significant rewards or punishments, he or she believes that his or her behavior will be known to others and is motivated to acquire the reward or to avoid punishment (Brinberg and Plimton,1986; Park and Lessig, 1977). Value expressive influence is concerned with an individual s intention to improve his/her self concept (Brinberg and Plimton, 1986; Park and Lessig, 1977).Value expressive influence is likely to influence an individual because of the desire to develop One s personality (Park and Lessig, 1977). This could also be achieved by associating and disassociating oneself with others (Grimm et al., 1999). Another school of thought recognizes two foremost influences namely informational and normative influence (Bearden et al., 1989; Brinberg and Plimpton, 1986; Mangleburg and Bristol, 2004). Informational influence has been defined in the discussion of the first school of thought. The unique feature of this school is that functional and value meaningful influences are not obviously Dislike. In other words, although theoretically functional and value meaningful influence could be separated, their measures cannot be separated (Bearden et al., 1989; Grimm et al., 1999; Subramanian and Subramanian, 1995). A strong peer influence was also found to impact the purchase of publicly consumed necessities than secretly consumed requirements. Similarly, Bachmann, et al. (1993) found that there is an equal peer influence between openly consumed luxuries and openly consumed requirements among older children (12 years to 14 years). This finding contradicted the hypothesis that openly consumed luxuries will attract more peer influence than openly consumed necessities. These authors also found that publicly consumed luxuries and secretly consumed luxuries did not have an equal peer influence. Instead, openly consumed luxuries attracted more peer influence than secretly consumed luxuries. Likewise, openly consumed requirements attracted more peer influence than secret consumed luxuries and secretly consumed requirements. Several reasons could possibly explain why some different findings were reported across the three studies. (i) Bearden and Etzel (1982) did not separate various types of reference groups although the influence by parents and peers on products 1
purchase decisions might differ. For example, Childers and Rao (1992) argued that peer influence is considerably low for products that are less conspicuous while the family seems to exert greater influence in such products. II. OBJECTIVES OF THE STUDY The objective of the present study is to find out the possible effectives of peer influence on purchase decision making processes. Specifically, the study seeks to search answers for the following statement: 1. To find out the influence of peers in purchasing of two wheeler by respondents age. III. HYPOTHESES OF THE STUDY In order to find answers for the research statements formulated the following hypotheses have generated in the present investigation. various age groups on their peer influence. IV. RESEARCH DESIGN A research design is the planned sequence of the entire process involved in conducting a research study. It is the plan, structure and strategy of investigation conceived so as to obtain answers to questions and control variance. The research has adopted descriptive design in this study since research describes the opinion of respondents about purchase decision. A. Instrumentation Peer influence on purchase decision making questionnaire was developed by Clements. & Venkatapathy. R (2002). It consists of three parts each part is designed to measure the different parameters of peer influence and decision making process of two wheeler purchasing. The questionnaire is one way of summarizing the influence of the peer in the purchase decision making process. First part of the questionnaire consists of the demographic variables like age, gender, marital status, educational qualification, occupation and monthly income. The second part of the questionnaire consist twenty statements which will capture the respondents purchasing situations. The responses are measured on a four point scale. The third part of the questionnaire is designed to capture the respondent s opinion on what influenced the respondents to make that purchase decision. This part has three sets of questions. The first set is to know the respondent s choice on the decision making factors and the respondents are asked to rank the five important decision making factors based on their experience. The second set is designed to understand the respondents influence on purchase of the vehicle, here they are asked to respond for nineteen questions in a four point scale which had influenced the respondents on the time of purchase. Third set is designed to capture the dominant peer influence on the respondent s decision making on the ten important factors in the twowheeler s industry. B. Scoring Procedure Every statement in the questionnaire has to converted in to quantitative data for convince of the researcher. Fist part of the questionnaire is consisted of all demographic variables of the study so the researchers adopted the nominal scale for the question other than two and eight. Question number two and eight captures the real value of the variable. For other questions the following values are given: Question No 3. Gender 4. Marital Status 6. Educational Qualification 7. Occupation Classification Values Male 1 Female 2 Single 1 Married 2 Schooling 1 UG 2 PG 3 Diploma 4 SelfEmployed 1 Employee 2 Business 3 Professional 4 The second part of the questionnaire consists of twenty statements based on their agreement for the statements. It is measured in the following way for 1 highly agree, 2 agree, 3 disagree, 4 strongly disagree. The third part of the questionnaire consists of three sets. The first set is ranking of the factors, by the choice of the respondent the lover value is given higher value, as the value goes up the ranking comes down (1 high preference to 5 least preference). The second set consists of nineteen question of influence based on the respondents choice and they are measured like very high influence 1, high influence 2, less influence 3, no influence 4. The third set consists of ten statements which is measured Friends 1, Relatives 2, Coworker 3, Neighbors 4, Community groups 5. 2
C. Administrative Procedure The respondent s are met at the parking lot of the shopping mall in the city. Researcher explained the purpose of the study to the respondent s, after getting their willingness to participate in the survey the questionnaires are administered to them. The researcher explained the answering paten for each question in the questionnaire. And the respondent s are told that there is no right or wrong answer to the questions. If any point of time the despondence is not interested they are allowed to submit the unfilled questionnaire. Those questionnaires are not including for the study. D. Sampling of the Study Sampling is the most important portion of the research. Based on the objectives of the study the consumer who buys the twowheeler constitutes the sample frame. Due to the convenience of the investigator the twowheelers who visit the shopping malls between 6.00 p.m. to 9.00 p.m. were alone identified as sample for the study. Hence, the investigator identified one latest and spacious mall was selected and at the stipulated time specified the investigator went to the mall and those two wheelers who come for the mall during this time were approached individually and requested to help in a survey. And those who came forward willingly were distributed with the tool and the data has been collected with them. This process was carried out for three consecutive days. And altogether 1 two wheelers came forward and participated at the survey. But, when the scoring was carried out only 85 subjects were alone completed all the items of the tool. Hence, for the present the sample constituted is 85. The sample included both male and female. Their qualification ranged from less than plus 2 to above Post graduation. Their age ranged from 20 years to years of age. E. Statistical Technique Used for the Study In order to find out answers for the hypotheses generated, it was planned to apply adequate statistical techniques. Based on scope of the study initially the descriptive statistics was worked out and then Ftest and Turkey s test were used to analyze the data in the Study. Statistical Analyses related to the Hypotheses Formulated in the Study various Age Groups on their scores on Peer Influence. In order to test the Hypothesis 1, the data related to the Four Age Groups of the Subjects were subjected to Mean and Standard Deviation test, Mean Plot and Ftest. And if the F ratio attains statistical significance, then, PostHoc Test was conducted to identify the most significant group. V. DATA ANALYSIS Table.1 Showing the descriptive statistics of Age and Peer Influence Age level Mea n 54.5 087 56.5 575 58.7 025 42.1 2 Peer Influence Standard Standard Mini Maxi Deviation Error mum mum 8.32812 1.73653 32.10 65.20 4.51010 0.71311 48.10 66.15 6.79207 1.51875 37.10 67.15 17.0059 12.02.10 54.15 From the above table and chart it is easy to know that the mean score of age group is 54.5,the mean score of age group is 56.56,the mean score of age group is 58.70 and the mean score of age group level is 42.12.The maximum score got for age group level and this shows that the most peer group influence for purchase decision making is group level. The minimum Score got for age group level and this shows that the least peer group influence for purchase decision making is age group level. Reassign Number of Columns: Place your cursor to the right of the last character of the last affiliation line of an even numbered affiliation (e.g., if there are five affiliations, place your cursor at end of fourth affiliation). Drag the cursor up to highlight all of the above author and affiliation lines. Go to Format > Columns and select 2 Columns. If you have an odd number of affiliations, the final affiliation will be centered on the page; all previous will be in two columns. Table2 Analysis of Variance of Age and Peer Influence Between Groups Within Groups Sum of Squares Df Mean Square F Sig. 592.280 3 197.427 4.589.005 3484.880 81 43.023 Total 77.159 84 3
From the above table tells us that the significance level of Peer influence is 0.005 (P =.005), which is below 0.05.We reject null hypothesis and, therefore, there is statistically significant difference between Peer influence and age level of the respondent, Therefore clearly we can say that there is influence of peer group on the purchase of TwoWheelers respect to age level. By this study the understanding is that all the age group refer to their peer before making the decision of purchasing of a two wheeler. 12.3837 0 14.4325 0 * 4.835 51 4.752.058 25.0681.017 26.8994.07 1.9656 Since the null hypothesis in Peer influence dimension (differences in the means is founded), researcher has performed a Turkey s W multiple comparison to determine which means are different. Using the previous output, here is how such an analysis might appear. Table 3 Post Hoc Test Multiple Comparisons (I) age HSD (J) age Turkey Mean Differen ce (IJ) Std. Error 2.04880 1.716 4.19380 2.005 43 Sig. 95% Confidence Interval Lower Bound Upper Bound.633 6.5513 2.4537.165 9.45 1.0668 16.5775 0 * 4.864.006 29.3378 *. The mean difference is significant at the 0.05 level. 3.8172 The above table indicates that significant differences existed among Peer influence dimension and age level of the respondents. According to the results of the Turkey s W multiple comparison analysis, significant differences existed among the groups of and with respect to the age level. This shows that there is great influence of peer group on the purchase of TwoWheelers with respect to age group level and there is least influence of peer group on the purchase of TwoWheelers with respect to age group level. Based on the above objective the following hypotheses are formulated for this study. various age groups on their peer influence. 12.3837 0 4.835 51 2.04880 1.716 2.1 1.796 31 14.4325 4.752 0 * 4.19380 2.005 43 2.1 1.796 31.058.07 25.0681.633 2.4537 6.5513.632 6.8570 2.5670.017 1.9656 26.8994.165 1.0668 9.45.632 2.5670 6.8570 VI. IMPLICATIONS The results of the analyses expose interesting findings. The Buying behavior of the Twowheeler purchasers gets systematic influence from their peers. Mainly, the age of the Subjects seems to exert an influencing role on the buying behavior of the twowheeler purchasers. Among the twowheeler purchasers, those who belong to the age range between years are found to get systematic influence when the decide to go for the purchase of twowheelers. People who belong to this age group are mostly in middle of their settlement; they give more importance to their family and children. This age group of the subject will have good relationship with their friends and relatives. They want to have market survey before going for any decision in purchase decision making. They will have the tendency to ready and refer before any decisions are made before the purchase decision is made. 16.5775 4.864 0 *.006 3.8172 29.3378 VII. CONCLUSION The findings of the study lead to the following conclusions. Peer influence seems to have an effect on the buying behavior of the twowheeler purchasers. More specifically purchasers 4
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