Dissertation > Excellent graduate degree dissertation topics show

Peer Groups Influence Consumer Decision-Making on Youth

Author: WuChun
Tutor: SongSiGen
School: Anhui University of Finance
Course: Business management
Keywords: peer groups consumer decision-making consumer attitude
CLC: F713.55
Type: Master's thesis
Year: 2014
Downloads: 12
Quote: 0
Read: Download Dissertation


Consumers when making consumption decisions are always faced with many uncertainties, and they are subject to many external factors, including the market environment, advertising, family and peer groups and so on. According to the existing literatures on peer groups, I find most scholars focus their mention on ideological education of the youth. While the influence of peer groups on consumer decision-making just have been mentioned a little in the literature, nobody does empirical researches about it. According to literature, I find that consumer attitude, peer groups and consumer decision-making are closely linked. From the perspective of peer groups, this paper introduces consumer attitude as a mediating variable and college students as the research object, to study the influence of peer groups on consumers decision-making.By reading the literature, this paper put the informational influence, the utilitarian influence and the value-expressive influence as three dimensions of the influence of peer groups. Consumer attitude is divided into three dimensions, namely the cognitive attitude, the emotional attitude and the willing to buy. On the base of analysising the variables, this paper presents sixteen hypotheses. In the empirical part, we use SPSS19.0to analysis the returned questionnaires. The results show that peer groups have a positive impact on consumer decision-making, peer groups have a positive impact on consumer attitude, consumer attitude has a positive impact on consumer decision-making, and consumer attitude plays an intermediary role when peer groups having a positive influence on consumer decision-making.According to the above conclusions, this paper put forward the following marketing advice:From the perspective of corporate marketing:First, taking advantage of this route of transmission of peer groups and informational carriers; Secondly, to create their exclusive brand of youth peer groups; Thirdly, to give specific meaning owned brand products; Fourth, according to consumer attitude, to develop marketing strategies.From the perspective of youth peer groups:First, peer group members supervision each other; Secondly, peer groups need to form a correct view of consumption.

Related Dissertations

  1. Based on consumer decision influencing factors of brand value,F426.6;F224
  2. Study on the Influence of Company’s Official Virtual Community User’s Role Changing,F224
  3. Female sports consumer purchase decision-making style and self-concept,F224
  4. The Research on the Grade of Fashion Brand-Originating Countries and Product-Made Countries,F416.86
  5. The Research on the Impact of Chinese Culture Factors on Customer Purchasing Decision Based on Cognition,F126.1
  6. For the consumer online shopping decision - making style,F274
  7. Vocational school students peer group characteristics and school education management measures,G444
  8. The Research Toward the Influence Which Peer Group in College Dormitories Has on the College Students’ Interpersonal Concept and the Guidance Related,G641
  9. Female lifestyle type of MBA education in consumer decision-making,F713.55
  10. China 's consumer brand extension evaluation studies,F273.2
  11. China's garment enterprises based lifestyle marketing terminal Strategy,F426.86
  12. Effects of Price Discount and Semantic Relation on Mental Accounting in Decision-Making,F714;F713.55
  13. Research on the Consumer Behavior Formation under Product Crisis Environment,F274
  14. The relationship of the consumer decision-making style and personality of young women,F224
  15. A Comparative Study of Chinese and American Cultural Influence on Consumer Behavior: an Analysis on Consumer Decision-Making Process,F014.5
  16. Peers and idols,C913.5
  17. Study on Consumer Decision-Making Styles of College Students: Based on Lifestyles,F713.55;F224
  18. The Correlational Research of Personality Traits and Consumers’ Decision-making Styles,F713.50
  19. The Relationship between Consumer Socialization Agents and Consumer Decision-Making Style,F713.50
  20. The elderly consumer decision-making style and self-concept,F713.55
  21. The Empirical Research on after 80S’ Personal Values and Consumer Decision-Making Styles Correlation,F713.55

CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Business psychology, psychology of the market
© 2012 www.DissertationTopic.Net  Mobile