Author: Fizza Azam
Supervisor: Tahira Mubashar
Degree: BS
Year: 2012-2016
University: Institute of Applied Psychology, Punjab University, Lahore, Pakistan
Abstract
The present research was conducted to investigate the relationship between self-concept, peer influence, psychographics and consumer purchase decision. It was hypothesized that there is likely to be relationship between self-concept, peer influence, psychographics and purchase decision in university students. It was also hypothesized that self-concept, peer influence, and psychographics are likely to predict consumer purchase decision. Correlational research design was used. The sample comprised of 200 university students, 176 females and 24 males from different departments. For assessment purposes, Adult sources of self-esteem inventory (Elovson & Fleming, 1989), Peer influence scale (Bearden et al., 1989), Values attitude Lifestyle scale II (Wongsiriwat, 2007) and Consumer style inventory (Sproles & Kendall, 1989) were used. Results showed that there is significant positive relationship between self-concept, peer influence, psychographics and consumer purchase decision. It was also concluded that self-concept, peer influence and psychographics are strong predictors of consumer purchase decision.
Keywords: Self-concept, Psychographics, Consumer Purchase Decision.
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Corresponding Address: Department of Applied Psychology, University of the Punjab, Lahore, Pakistan. Email: chairperson@appsy.pu.edu.pk, Phone: 92-42-9231245
