PEER INFLUENCE AND PRODUCT ADVERTISEMENT AS PREDICTORS OF SMARTPHONE CONSUMER BUYING BEHAVIOUR

B. C. Chine, Chukwukeluo Bernard Chine, Chiamaka Joe O. Akunne

Abstract


This study examined peer influence and product advisement as predictors of smartphone consumer buying behaviour among post graduate students of Nnamdi Azikiwe University, Awka in Anambra State.Peer influence and product advertisement have  been associated theoretically as having the potential for predicting consumers’ buying behaviour. One hundred and thirty-nine participants served in the study. Questionnaire was used to collect the data. Consumer buying behaviour scale peer relation scale and advertisement scale were used to weight the responses of the sample. Pearson product moment correction and simple regression analysis statistics served in the analysis of the data. The result of the first hypothesis showed that product advertisement significantly predicted smartphone consumers’ buying behaviour. The result of second hypothesis showed equally that peer influence significantly predicted smartphone consumers’ behaviour (r2=.30). The implication is that product advertisement and peer influence are very important in influencing consumers’ buying behaviour and therefore need to be encouraged by producers and marketers of products especially smartphone.

Keywords


Peer influence, Product advertisement, and Consumers’ buying behaviour

Full Text:

PDF

References


Adegoke, O.S. (2013. Qualitative and quantitative approaches to consumer behaviours, attitudes and decision making unpublished Article.

Ayodele, A.A. and Ifeanyichukwu (2016). Factors influencing consumer smartphone Purchase among young adult in Nigeria. International Journal of recent scientific research, 9(7), 13248- 13254.

Bagozzi, R.P and Warhaw, P.R (1990). Trying to consumer Journalof consumer Research, 17, 127-140.

Bearden, W.O., Etzel, M.J. (1982). Reference group influence on product and brand purchase decisions. Journal of consumer Research. 9(2), 182-194.

Bovee, C.L. (1992). Contemporary advertising. New York: MCGraw- Hill/Irwin.

Bovee, C.L and Thill, J.V. (1992). Marketing. New York: MCGraw-Hill, Inc.

Brierley, S. (2002). The advertising handbook. Londo: Routledge UK.

Bristol, T. Mangleburg, (2005). “Not telling the whole story: Teen deception in Purchasing”. Journal of Academic Marketing Science, 33(1), 79-95

Butter field, L (1997). Excellence in advertising, The IPA guide to best practice. Oxford, UK: British Library Cataloguing.

Childers; T.L., and Rao, A.R (1992). The influence of Familial and Peer based reference group influence on consumer decisions. Journal consumer Research, 19, 198-211.

Chine, B.C., Nnedum, O.A.U & Ike, P (2018). Product Packaging and advertising as correlates of consumer buying behaviour in Awka Urban, Anambra State, Nigeria International Journal of Health and Social Inquiry, 4(1), 1-22.

Chine, B. C & Nnedum (2015). Corruption in Nigeria: A solution through application of organizational Development Perpective. Social Science Research, 4(1), 31-48.

Chovwen, C (2015. Personal and Sociocultureal factors in Consumer and Market. In B.O. Ehigie (Ed.), consumer, marketing and advertisement Psychology. P.44-66 Ibadan: University Press PLL, Ibadan.

Ehigie, B.O. and Babatola, S.S.(1995). Understanding consumer behaviour. Ibadan: Agoro Publicity Company.

Fatima, S. and Lodhi, S. (2015). Impact of advertisement on buying behaviour of the consumers: study of cosmetic Industry in Karachi City. Journal of consumer Psychology, 10, 36-57.

Goh, K. Jiang, N Hak, M.F.A., & Tee, P.L (2016). Determinant of smartphone repeat purchase intention among Malaysians: a moderating role of social influence and mediating effect of consumer satisfact. Asian Journal social science research, 5(2), 45-60.

Goldsmith, R.E and Lafferty, B.A.(2002) consumer response websites and their influence on advertising effectiveness. Internet research. Journal of Electronic Networking Application and Policy, 12(4), 318-328.

Gould, S.J.(1997). Facting to try to consumer: A reversal of the usual consumer research perspective. Advances in consumer Research, 24, 211-216.

Hawkins, O.I. Mothersbaugh, .D.L, Best, R. J. (2006). Group influences on consumer behaviour in building marketing strategy (10th ed) , 227-259. Sydney: McGraw Hill.

Kahneman, O. and Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrical, 47(2), 263-292.

Karlson, L.(2007). Advertising theories and models: Retrieved 15/12/14 from www.diva portal.org/smashget/diva2:306359/FULLTEXTOI.pdf.

Katiyar and Katiyar(2014). An empirical study of Indian consumer buying behaviour of FMGH product (with special reference to bathing soap). International Journal of Management and commerce Innovation, 24, 214-217.

Kotter, P. and Armstrong, G.(2008). Principles of Marketing (12th ed) Boston: Person Education.

Kotler, P., and Armstrong, G. (2010). Principles of marketing, (13th ed.). Pearson Education. New Jersey USA: Upper saddle River Inc.

Kotler, P., and keller, K. (2006). Marketing Management (12th ed.): New Jersey: Prentice Hall.

KUO,Y.F., HU,T.L., and yang, S.C. (2013),. Effects of inertia and satisfaction in female online shop person repeat-purchase intention: the Moderating roles of word-of-mouth and alternative attraction. Managing Service Quality: An International Journal, 23(3), 168-187.

Lance, M.J., Beaudion, P., Robitalle, J. (2003). Adolescents brand sensitivity in apparel: influence of social agents. Internal consumer Journal Study, 27, 41-47.

Makgosa, R. and Mohube, K.(2007). Peer influence on young adults’ product purchase. Journal of consumer Behaviour, 4, 64-71.

Malviya, S., Singh, S.D & Thakur. A (2014). A Study on the factor influencing consumer’s Purchase decision towards smartphones in indore. Internal Journal of Advance Research in Computer Science and Management Studies, (6), 30-40.

Naizi, G.S.K., Siddiqui J., shah, B.A., & Hunjra, A.I (2012). Effective advertsing and its influence on consumer buying behaviour. Information Management and Business Review, 4(3), 114-119.

Rehman, F., Nawazi T., Khan, A., & Hyder, S. (2014). How advertising affect the buying behaviour of consumers in rural areas: A case study of Pakisristan. Journal of Academic Research International, 5(4), 20-27.

Schiffman, L.G and Kanuk, L.L(2007). Consumer behaviour (9th ed.) New Jersey: Prentice Hall.

Shenge, N.A.(2001). Pressure-response and active learning advertising theories: An experimental evaluation of television commercial. Unpublished doctoral thesis, Department of Psychology, University of Ibadan.

Shenge, N.A(2015). Advertising and publicity processes and Techniques. In B.O. Ehigie (E.d), Consumer, Marketing & advertising psychology . Ibadan: University press Plc Ibadan.

Simon, H.(1997). Administrative behaviour: A study of decision making processes in Administrative organizations(4th ed). New York: The free press.

Sit, W.Y., Ooi, K.B., Chong, A.Y.L.(2009). TQM. And customer Satisfaction in Malaysia’s service sector. Industrial Management and Data Systems, 109(7) 957-975.

Stanton, W.J.(1981).Fundamentals of Marketing (6th ed.) Auckland: MccGraw-Hill International Book Company.

Strong, E.(1927).The Psychology of selling and advertising. New Yor: McGraw-Hill.

Taflinger, R.F(1996). A definition of advertising.Retireved 10/12/14 from http://public.Wsu.edu/-taflinge/addefine.html.

Zia, N.U.(2016). The role of advertisement on consumer buying decision in Pakistan. Journal of Business Economics and Management studies, 5(4), 70-80.


Refbacks

  • There are currently no refbacks.