Peer and Parent Influence on Consumer Behavior Buying Decision Making: An Empirical Study among Saudi Female Consumers

Abstract

Purpose – This study examines peer and parents’ influences on buying decisions utilizing social power theory. Design/methodology/approach – The study made use of a survey of 285 participants (young female consumers) who live in Saudi Arabia. Findings – The study serves and provides insights for marketers and producers to understand the way consumers behave taking the influence of parents and peers on buying decisions into consideration. The findings of this study relatively conform to the previous studies and Saudi culture, such as greater parental referent, legitimate, and reward power. However, it shows a high peer influence of expertise, reward, and legitimate power. The theoretical and managerial implications of the results of the study are discussed. Research limitations/implications – The study extends research on social power theory bases by examining their effects on consumer decisions. It helps to gain an insight on how young female consumers make their decisions which leads to a more realistic choice of the decision in consumption. Producers and manufacturers should take the overall importance of parental and social power into consideration; it suggests that marketers have to focus on the role of peers and parents in consumers’ decision as being high on potential parental acceptance. Originality/value –The current study investigates the importance and the influencing factors that affect consumers' behavior regarding parents and peers’ relationships. Other empirical evidence contributes to the study that is applicable to the producers and manufacturers in the Saudi Arabian market.