Examining the Role of Peer Influence on Children's Purchase Decisions

Authors:

Dr. Sanjay Payasi,

Professor

Anand Institute of Management Bhopal (M.P.) India

E-mail: sanjaypayasi@gmail.com.

https://orcid.org/0000-0002-9338-1978

Abstract : Peer influence plays a significant role in shaping children's attitudes and behaviors, including their purchase decisions. This study investigates how peer influence affects children's purchase decisions, examining the extent to which social interactions and peer relationships drive consumer behavior among young audiences. A sample of 280 children aged 8 to 14 years from schools in Bhopal, India, was used for the study. A mixed-method approach was employed, combining structured questionnaires with focus group discussions to explore children's perceptions of peer influence on their purchasing choices. Statistical tools such as correlation, regression analysis, and ANOVA were used to assess the relationship between peer influence and purchase decisions. Findings reveal that peer influence significantly impacts children’s purchase decisions, with friends and peer groups playing a crucial role in shaping preferences, brand choices, and buying intentions. The study highlights the need for parents and educators to understand the dynamics of peer influence and guide children towards making informed and independent consumer choices. Future research should explore the long-term effects of peer influence on consumer behavior and the potential role of media and social networks in amplifying peer pressure.

Keywords: Peer Influence, Purchase Decisions, Children’s Consumer Behavior, Social Influence, Media Influence.