The Adolescent Consumption Pattern and Its Susceptibility to Peer Pressure and Communication – An Empirical Study Conducted in Hyderabad

Peer communication has always been a source of information to the children and adults in making various consumption decisions.  University of Maryland led study revealed that the peer pressure starts in childhood and not in the adolescence.  It has stated that the children’s consumption is a way too much influenced by their peers at the play area or educational institutions. While young the children stand up with the group giving a lot of scope for the opinion leaders to rule them with their expertise and technical know-how.  The theory of reasoned action comes into force and the information processing phase starts.  The reference groups who are observed by the children and the teens, through their familiarity with certain product categories influence their buying patterns.  In this paper, the researcher has tried to explore the various factors influencing the adolescent consumers of the city Hyderabad with peer pressure and communication as the major focus.  One-Way ANOVA has been used to handle data and the findings speak about the definite peer pressure and communication as a major reason behind their consumption pattern