Influence of peer pressure on brand switching among Indian College Students

Reference groups play a determinative role in shaping general consumer behaviour. Peers exercise a strong impact on purchase decisions of the youth by providing invaluable information and feedback regarding different products and brands. The study aimed to identify the drivers of and barriers to brand switching among college students in India, and check for the influence of peer pressure on brand switching in the context of four product categories – mobile network, ice cream, deodorant and movie theatre. The authors conducted a survey of 70 college students to find out the prevalence of brand switching and investigate the drivers behind it, especially those related to peer group behaviour. There was a positive relationship between peers using a brand or favouring a brand and the consumer switching to that brand. The survey responses also revealed that sharing of brand opinions was correlated with brand switching, thereby reinforcing the strength of peer pressure.