Impact of Peer Pressure and Store Atmosphere on Purchase Intention: An Empirical Study on the Youngsters in Pakistan

In any business the most important asset for the success is the “consumer”, they are the factors of sale and profits of the business. Knowing and understanding the customer is one of the most important, tedious and challenging aspect for any organization. This particular study aims to understand the buying behaviour of Pakistani consumers, and identify the factors which are of importance in determining the purchase intention of these consumers. The study has been conducted on a sample of 393 young students belonging to different colleges and universities of Pakistan. The study has targeted the young chunk of consumers in Pakistan as they make up a major and substantial part of the customer base for different organizations. The research has investigated the impact of two factors i.e. peer pressure and store atmosphere on the purchase intentions of these youngsters and concluded that there is a significant and positive relationship between the two factors and purchase intention. This empirical study is a contribution to theory and practice with an increased and detailed understanding on young Pakistani consumer behaviour and the underlying causes which are strong determinants of their purchase intentions.