Understanding The Interplay Between Peer Pressure And Impulsive Buying Tendencies In College Students.

This study investigates the relationship between perceived peer pressure and impulsive buying tendencies among college students in the subcontinent of India. It aims to distinguish impulsive buying from a pathological propensity, to a normative socially driven phenomenon, and in that process highlight the factors influencing the same. Data was collected from 107 college students, all aged 18-25, deploying statistical analysis to infer on their relationship. Analysis disclosed a moderate positive correlation (r = 0.399) between the two variables; perceived peer pressure & Impulsive Buying Tendencies. Inferring upon the findings highlights the need for comprehensive financial education programmes and awareness about the factors that influences everyday decision making. The results indicate that while there exists a positive relation between the two, other factors (that of gender differences, exposure to resources and media, etc) may play as important of a role as these, impacting decision-making during purchases. Future research could look into policy modification to implement some of this knowledge into practical usage; Further expanding the scope of study by including other variables under more defined setting to extract deeper understanding of the underlying relations.