EFFECT OF PEER GROUP INFLUENCE ON PURCHASE OF WRIST WATCH AMONGST MARKETING STUDENT OF THE FEDERAL POLYTECHNIC IDAH, KOGI STATE

ABSTRACT This project work was carried out with a view of giving an insight into critical appraisal on the “Effect of Peer Group Influence on Purchase of Wrist Watch Amongst Marketing Students of Federal Polytechnic Idah”. The study sought to investigate the effect of peer group influence on purchase of wrist watch among marketing students of Federal Polytechnic Idah, to evaluate the factors that influence peer group on purchase of wrist watch among marketing students of Federal Polytechnic Idah, and to determine the effect of peer group influence on consumer purchase decision towards the choice of wrist watch amongst marketing students of Federal Polytechnic Idah. The study was carried out using 52 respondents, questionnaires, personal interview and observation. The collected data were analyzed using percentage and tables. From the analysis of data collected, the findings were made from the analysis that peer group has significant effect on consumer purchase decision on the choice of wrist watch among marketing students of Federal Polytechnic Idah and that there is a positive relationship between peer group and consumer purchase decision towards the choice of wrist watch among marketing students of Federal Polytechnic Idah. The result shows that normative and informational peer influence have different implications in the choices of consumers. For publicly consumed necessities such as wrist watch, marketers can leverage peer influence by featuring how a particular choice results in appreciation, praise and acceptance by peers and uplifts their status in the social class and future research could investigate effect of peer group influence on purchase decisions. A comparative study of familial and peer influence can be undertaken for goods or services. Finally, role of peer influence in choice behavior can contribute valuable results.