THE POWER OF PEER AND PARENT INFLUENCE: A STUDY ON CONSUMER BUYING BEHAVIOR AMONG SAUDI FEMALE CONSUMERS

Abstract

Using the provided introduction, this study aims to explore the influence of parents and peers on buying decisions for young Saudi female consumers. To achieve this, the study employs two landmark theories - the social comparison theory and the social power theory. Through the application of these theories, the current research will examine female consumers' perceptions of family power in terms of purchasing decisions. This research is significant as there is a dearth of literature that investigates the impact of parents and peers on Saudi female consumers. Through the use of social power theory, this study differentiates between perceived parental and peer influences on purchasing decisions making. Ultimately, the goal of this study is to contribute to existing and non-existing literature on the perceptions of female consumers.