INFLUENCE OF ROLE MODEL ON PAKISTANI URBAN TEENAGER'S PURCHASE BEHAVIOR
ABSTRACT
This study seeks to find out the influence of reference group on teenagers purchases behavior. By introducing concept of direct (father, mother) and vicarious (favorite athlete and favorite entertainer) role models into the literature of consumer behavior, the study expose the greater understanding of adolescent as consumer. Specifically, it focuses on role model influence on adolescents purchase behavior. The data was collected by using questionnaire from sample of 100 teenagers of various cities of Pakistan, participated in this study. The results indicate that there is positive relationship of direct and vicarious model on teenagers purchase behavior. Additionally, vicarious models had more positive influence than direct model's role. Overall, these results demonstrated that the influence on teenagers purchase behavior varies across various role models. Results from this study provide contributions for marketing and advertising manager seeking to improve their understanding of the ever growing adolescent consumer market.
1. Introduction
The teenagers market in the Pakistan represents a tremendous prospect for marketers. According to Federal Bureau of Statistics in Pakistan teens represents 40.07% of total population in 1998 and may increase dynamically in next 10 Years. Teenagers are second major market and perhaps more significant future market. The teenage population is growing and exceeding in number, than any of baby boom. Teens are extremely important targets for marketers because, they influence their parents spending, spend a lot of money in the future, and are trendsetters. Teens also influence significantly family spending by expressing their preferences for certain products. Teenagers may catch up with trends than probably than any other age group. They are not only trendsetters for one another, but may also trendsetters for the population at large. Factors that affect consumers choice of product varies among different age groups, more specifically teenagers tend to view these factors higher than other age groups. Growth in teen's population, their shopping, buying and relationships with products, how they form attachments to products or their perceptions of brand value, appears to be a relatively unexplored area (Chandler & Heinzerling, 1999). Moreover, consumer preferences are on the whole more influenced and built upon a number of elements, such as advertisement, peers, celebrity endorsers, and sponsorship activities (Kotler, et al., 2006). Young people idolized celebrities and they consider them more striking than common individuals (Ferle & Chan, 2008). It appears that advertising, peers, and celebrities/role models may have the potential to contribute to brand choice among teens. Some people that an individual keeps in mind when making a decision, are reference groups which “serve as direct or indirect points of comparison or reference in forming a person's attitudes or beliefs” (Armstrong et al., 2005). The most trust worthy source of purchase information for teenager is parents (McNeal, 1979). Usually, such people disseminate opinions and other individuals are pressured into following their trend, becoming associated with them and using them as a standard of their purchase decisions. For teenagers reference groups include entertainment 's, sports heroes, political leaders, parents, co-workers, teachers and peers (Makgosa & Mohube, 2007). There is a growing body of knowledge about consumer behavior of children around the world and the majority of those studies were originated and focused on US children only. There is great need for assessment of consumer behavior of non-US children (Sidin, et al., 2008).
Recently marketers begun to consider children as a segmentable market with discretionary income (Rose et al., 2002; Ozgen, 2003; Chan, 2005; Shoham & Dalakas, 2005). The objective of this research is to find the effect of role models may have on teenagers buying behavior. First the concept of role model influence will be analyzed. Then we will investigate the perception of teenagers regarding two groups of role models parents (father, mother) and vicarious (sports man, entertainer). Finally, role model influence will be assessed regarding its impact on teenagers purchase behavior. Implementations from the research will be given for marketing and advertising managers.
2. Literature review
Children are becoming patrons at younger and younger age, and a variety of influences and experiences shapes their consumer habits (Keaak & Pelletier, 1998).Much of work in the social sciences has been devoted to determine consumer behaviors and what variables or factors influence consumers. Famous models of human being learning are cognitive-psychological and the social learning, have been used extensively to explain how consumers make consumption-related decisions (Moschis & Churchill, 1978). In communication and advertising research, the social learning model has often been a popular choice for explaining consumer behavior (Moschis & Smith, 1985).The social learning process is the more specific acquisition of consumption-related behaviors. Through exposure to social models, consumers acquire the knowledge, skills, and dispositions needed to make purchase decisions (Ward, 1974).Supporters of social learning theory suggest that individual consumers develop consumption-related attitudes and behaviors through learning experiences. These experiences can occur in a variety of ways as consumers are exposed to a huge no of effects and exploration, and are of great important in shaping the behavior of adolescents (King & Multon, 1996). Forces that influence adolescence, purchasing attitudes design are now becoming an essential of consumer research. Within social learning theory, it is proposed that individuals develop general behaviors and attitudes by modeling the behavior of others (Bandura, 1986). An adolescent's brain development is not complete. Often the last part of the brain to develop is the frontal cortex, or the section of the brain that aids in decision-making and impulse control. This may lead many teens to make choices quickly or impulsively without a lot of critical thought (Reyna & Farley 2006). According to Ritson & Elliot (1999) as children become adolescents, advertising serves as a basis for social interaction, providing a topic of conversations with peers, a means of belonging and group membership, and a way of conveying meaning in their daily lives. Parents sometimes deliberately try to introduce their own consumer skills and values in their children, by talking to them about how to search for products, find the right price, bargain with salespeople, and so on. They also determine to some extent, the degree of their children's exposure to other sources of information such as television (Solomon, et al., 2002). One study revealed the relationship between familial characteristics and purchase behavior outcome pattern among young urban Malaysian consumers (Sidin, et al., 2008). Consumers act and react on the basis of their perceptions, not on the basis of objective reality. So it is important for marketers to understand it. (Schiffman & Kanuk, 1991). Teenagers tend to be picky and are likely to switch brand preference quicker than any other age group, as they have a high need to be accepted by their social circle (Blackwell, et al., 2001). They are often influenced by a variety of factors while adopting their own set of self-image, lifestyle, and consumption patterns. These groups of consumers have a variety of needs, such as a need for belonging, independence, approval, and responsibility, as well as having the need for experimentation (Solomon, 2005). However, research evidence suggests that parents have little intentional training of children in their role as consumers and they seem to expect their offspring to learn from observation and imitation (Blackwell, et al., 2001). These decisions can also be influenced by a variety of things including parents, peers, siblings, and sports man and media celebrities. Teenagers are primarily associated with family and peers, and often they form secondary attachments to celebrities. Among teenagers media celebrities influence was found to be a stronger indicator of materialism than peer (Ferle & Chan, 2008). In relations with family & peers, young people have often secondary attachments with celebrities. In reality, celebrity worship has become common thing among young people around the world (Yue & Cheung, 2000). So they may influence on shaping the attitude and behavior of teenagers. Many factors interplay to affect children's consumer decision-making that can directly influence their purchase behavior and family has been identified as one of the most influential factors affecting children's related decisions and behavior, operating at the levels of parent modeling and parent-child interaction. Past research has found that children's involvement in family consumer decision-making varies with product type, decision stages, and product sub-decision (Belch, et al., 1985). Teens have strong influences on family, vital consumer buying organization, in society and are of great importance for marketers (Kotler, et al., 2005). Grown in dual income or single parent households, teens are involved in family purchases, be they groceries or a new car. Teenagers are increasingly given the task of buying products for the family. Because they not only have more spare time but also enjoy shopping more than their parents. Children in both types of households are often responsible for purchases for the entire family (Taylor & Cosenza, 2002). Teens today grow up in a world saturated with the mass media and are adopting norms for their behavior based on what they see and hear. They are easier targets, because they have grown up in a culture of pure consumerism. That's why, they are way more tuned into media because there is so much more media to be tuned into (Bush, et al., 2004). As a result, marketers are targeting their ads primarily at teenagers, in order to persuading them differently. Products promotions based on the typical youth themes of rebellion, individuality, freedom, confidence, sexiness and even Americanisms, may communicate very little to teenagers whose values are still shaped by traditional mores and where the influence of parents is still strong (Wee, 1999). The concept oriented communication has also been found to increase purchase influence of children (Rose, et al., 2002). Role models for consumers can be anyone the individual consumer comes in contact with, who potentially can influence the consumer's consumption decisions (Bandura, 1977). Bush et al. (1999) analyzed how parents and/or peers influence the consumption attitudes of individual consumer. These definitions of role models allow a variety of individuals to be considered role models in context of teens. They may parents, siblings, peers, teachers, entertainers, and athletes. In other words, anyone that can possibly influence or impact the buying attitudes or decisions of a consumer can be considered a consumption role model. Teenager's preferences are on the whole more influenced and built upon a number of elements, such as advertisement, celebrity endorsers. Because of dominance in look and exaggerated lifestyles of both real and fictional people shown in the advertisements may cause adolescents to presume them as their role models (Yue & Cheung, 2000). When young people choose advertising information and characters as their role models, they may not only identify with them but also intend to copy them in terms of how they dress and what they are going to buy. Empirical data shows a positive correlation between the influence of vicarious role models such as favorite entertainers and adolescents' purchase behavior (Martin & Bush, 2000). Sidin, et al. (2008) study has suggested that social variables such as age and city of dwelling to a certain extent influence the development of consumption attitude and purchase behavior patterns among young urban consumers. Parents are probably the more influential in teaching young people, based on reason they try to teach them the aspects of consumption such as understanding of price-quality relationships, managing money sensibly, and obtaining appropriate information before making purchases (McNeal, 1979). Within the context of consumer behavior research, the impact of direct role models on specific purchase behavior has been relatively ignored, with the assumption, that consumers model the behavior of others in regarding their consumption-related attitudes and behaviors. In short we say that anyone who may impact on buy decision is can be regarded as consumption role model. King and Multon (1996), in a research examining the impact of role models on the career and educational aspirations of adolescents, found that the career choice of teens are significantly influenced by the occupation of television characters that were considered role models. So media and sport celebrity can also influence career aspirations and educational objectives of teenagers. They often become role models for the individual, influencing the career aspirations, educational objectives, and self-view of young people (Mitchell, et al., 1979). It has been confirmed by scholars and marketers that celebrity endorsement is a very effective marketing tool, as celebrities have considerable influence on consumer's attitudes and purchase intentions (Hsu, et al., 2002). Advantages of celebrity endorsement include its ability to differentiate an advertisement from surrounding advertisement clutter. Furthermore, celebrities who are particular popular and recognized worldwide, have the capacity to enter international markets, and thus go beyond cultural border (Erdogen, 1999). An important distinction to recognize in terms of role model influence is that adolescents are free to choose their own vicarious role models, as opposed to the assigned role models of parents. Previous research indicates that vicarious role models, such as television or movie stars, and athletes, are likely to be selected as role models based on specific characteristics with which the adolescent can identify. Adolescent chooses vicarious role models that are similar to him or herself. This tendency leads adolescents to select vicarious role models of a similar race and sex (Basow & Howe, 1980). It is important to seed the product to the correct people because they will be the source of your message in the social network channel (Ritson & Elliot, 1999). Hence, the literature on role model influence suggests that, parents, teachers, television and movie stars, and athletes can be role models. Broadly we can divide these all in to two categories parents and vicarious. Adolescents may choose vicarious role models as opposed to the assigned role models of parents, and vice versa. Teenager may engage in consumption behavior that their parents may not approve as on way of asserting their independence (Bristol & Mangleburg, 2005).
3. Objectives:
The objectives of the study are as follows:
(1) To explore the impact that role models may have on teenagers.
(2) To investigate the perceptions of teenagers regarding several models.
(3) To assessing role model influence regarding its impact on teenagers purchase behavior
4. Research Hypotheses:
The research hypotheses tested in this study are as follow:
H1: There will be a positive relationship between role model influence and adolescent's purchase behavior.
H2: Vicarious role models (favorite entertainer, favorite athletes) may influence adolescents purchase behavior significantly more than direct role models (father, mother)
H3: Among vicarious role models favorite entertainer has more influence on purchase behavior of adolescence then athlete.
5. Research Methodology:
5.1 Conceptual framework:
A large number of studies have examined how consumers learn about consumer behavior (Keillor et al., 1996; Moschis & Churchill, 1978; Ward, 1974). Many of these studies are based on the groundwork of social learning theory, which proposes that individuals learn general behavior and attitudes from past experiences. Previous research has establish that these learning experiences may be various, indicative of that consumers learn or model behaviors, values, attitudes, and skills through the observation or imitation of other individuals, or through observations of electronic or print media. Hence, research recognizes that people acquire a significant portion of their behavioral tendencies through the observation and imitation of others in a social context (Bandura, 1986), and that these individuals are often considered role models (King & Multon, 1996).A role model for adolescent can be anyone the individual come in contact with, either directly or indirectly, who potentially can influence the adolescent purchase decisions or behavior. This definition of role model allows a variety of individuals to be considered role models, including parents, sibling, peers, teachers, entertainer and athlete.
5.2 Date Collection:
The study is based on primary data. Data is collected from high school students, 13 to 18 years age, from Islamabad, Muzaferabad, Lahore, Peshawar and Bahawalpur. Respondents were asked to record information regarding their role models.
5.3 Sample size
A total 100 adolescents completed the questionnaire. There are 63 male and 37 female. Of the 110 respondents 100 (91%) have responded. Convenience sampling method is used for this study.
5.4 Instrument:
Data was collected through structured questionnaire, and it is adapted from the study of Martin & Bush (2000). Questionnaire comprises two parts, first part measures the role model influence and second part consists of questions used to measure purchase behavior. The first of questionnaire measure's role model influence is five item scale (anchored by five points, strongly disagree to strongly agree continuum). Each respondent completed four role model influences scales, one each for their father, mother, athlete and entertainer. The purchase behavior is measured by one item scale (anchored by five point strongly agree to strongly disagree continuum) influence. All respondents were also asked following demographic, age, gender and province.
5.5 Data Analysis Method:
The software SPSS was used to analyze the data using statistical techniques of Regression.
6. Results
The results for H1 are presented in table I. By analyzing the standardized beta coefficients and the significance level of each of the role model, the predictive ability of potential role model influence on adolescent's purchase behavior can be examined. The highest standardized beta coefficient for predicting adolescent's purchase behavior come from entertainer (beta=0.562), athlete (beta= 0.522), mother (beta=0.486) and father (beta=0.428). Each model including the model using father as predictors of purchase behavior (beta= 0.428), is significant (p<0.05), indicating that all role models have significant influence on the purchase decisions made by the adolescents. Hence, H1 is accepted. Again, somewhat surprising is the fact that favorite entertainers and athlete are perceived as influences on adolescents' purchase behavior.
1. Role model Father
Model Summary
Model
R
R Square
Adjusted R Square
Std. Error of the Estimate
1
.428(a)
.183
.175
1.17951
a Predictors: (Constant), RF
ANOVA(b)
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Regression
30.569
1
30.569
21.973
.000(a)
Residual
136.341
98
1.391
Total
166.910
99
a Predictors: (Constant), RF
b Dependent Variable: PBEF
Coefficients (a)
Model
Unstandardized Coefficients
Standardized Coefficients
t
Sig.
B
Std. Error
Beta
B
Std. Error
1
(Constant)
.951
.655
1.453
.149
RF
.708
.151
.428
4.687
.000
a Dependent Variable: PBEF
2. Role Model Mother
Model Summary
Model
R
R Square
Adjusted R Square
Std. Error of the Estimate
1
.486(a)
.237
.229
1.14884
a Predictors: (Constant), RM
ANOVA(b)
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Regression
40.096
1
40.096
30.379
.000(a)
Residual
129.344
98
1.320
Total
169.440
99
a Predictors: (Constant), RM
b Dependent Variable: PBEM
Coefficients(a)
Model
Unstandardized Coefficients
Standardized Coefficients
t
Sig.
B
Std. Error
Beta
B
Std. Error
1
(Constant)
.833
.438
1.903
.060
RM
.734
.133
.486
5.512
.000
a Dependent Variable: PBEM
3. Role Model Athlete
Model Summary
Model
R
R Square
Adjusted R Square
Std. Error of the Estimate
1
.522(a)
.272
.265
1.14495
a Predictors: (Constant), RA
ANOVA(b)
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Regression
48.042
1
48.042
36.648
.000(a)
Residual
128.468
98
1.311
Total
176.510
99
a Predictors: (Constant), RA
b Dependent Variable: PBEA
Coefficients (a)
Model
Unstandardized Coefficients
Standardized Coefficients
t
Sig.
B
Std. Error
Beta
B
Std. Error
1
(Constant)
.275
.534
.516
.607
RA
.799
.132
.522
6.054
.000
a Dependent Variable: PBEA
4. Role Model Entertainer
Model Summary
Model
R
R Square
Adjusted R Square
Std. Error of the Estimate
1
.562(a)
.316
.309
1.20003
a Predictors: (Constant), RE
ANOVA(b)
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Regression
65.313
1
65.313
45.354
.000(a)
Residual
141.127
98
1.440
Total
206.440
99
a Predictors: (Constant), RE
b Dependent Variable: PBEE
Coefficients(a)
Model
Unstandardized Coefficients
Standardized Coefficients
t
Sig.
B
Std. Error
Beta
B
Std. Error
1
(Constant)
.994
.368
2.698
.008
RE
.710
.105
.562
6.735
.000
a Dependent Variable: PBEE
Summarized Results:
Table No. I
Role Model
Standardized beta coefficient
t-value
siginificance
Entertainer
0.562
6.735
0.000=p
Athlete
0.522
6.054
0.000=p
Mother
0.486
5.512
0.000=p
Father
0.428
4.687
0.000=p
Table I. Individual regression analysis; role model influence and adolescents purchase behavior
Table I. Individual regression analysis; role model influence and adolescents purchase behavior The second (H2) hypothesis proposes that vicarious role model will have greater influence on adolescents purchase behaviors than direct role models. The results in table I indicate support for H2, as role model influence on adolescents' purchase behavior is greater for both direct and vicarious role model ( p<0.05). By examining the standardized beta weights for each role model influence in Table I, it is shown that entertainer (beta=0.562), athlete (beta=0.522), mother (beta=0.486) and father (beta= 0.428) are all significant influence on adolescents purchaser behavior. However, the results in Table I suggest that entertainer & athlete have a greater influence on adolescents purchase behavior than direct role models (father, mother). H3 was also empirically examined using the separate regression models and an analysis of standardized beta weight. The results, presented in Table I, suggest that among vicarious role models entertainer have more significant influence on adolescents purchase behavior then athlete. An analysis of the standardized beta coefficients suggest that entertainer (beta=0.562), athlete (beta=0.522), thus results suggest support for H3.
Conclusion.7
These results somewhat contradict earlier research done by Martin & Bush (2000) that parents influence teenagers purchase behavior more significantly than media or sport celebrity. Our study suggests that vicarious model influence significantly but not at a higher extent to parents. This changing development may due factors like, difference of parenting, changing child parent relationship or rapid growth of print and electronic media. So, not only parents can be very effective in influencing their children consumer behavior but also media and sports celebrity. Business organization and policy makers can make significance strides in reaching our youth by partnering with these very influential role models. It is shown from the study that entertainer, athlete and mothers have greater influence on teenagers purchase behavior as compared to father's influence. Social marketing messages like dangers of smoking; abusive drugs and alcohol, toward teenagers may be very effective if delivered by media or sport celebrity. These results support of Ferle and Chan (2008) that teenager imitate media celebrity and celebrities are positive predictor of materialistic values among them. Results are also consistent with the previous research of Bristol & Mangleburg (2005) that reference group, i.e. media and family communication have influence on adolescent consumer behavior. Additional research is also required to make, more understanding of media and sport celebrity influence at teenager's behavioral intentions. A number of extensions could be considered. First, future research could examine the impact of celebrity influence on brand and product decisions. In this line researchers need to ensure that they include brands that adolescent are familiar with across a wide range of products. Second, future research could involve a more coverage of teenagers our research is limited to a convenience sample of respondents. Increasing of sample size would improve the generalization of the results. Third, future research could why celebrity influence consumption behavior of teenager. Finally, researchers could search celebrities' influences in products perceived as damaging to youth such as alcohol, drugs and cigarettes. This study may be replicated in areas in countries which are closer to Pakistan in culture, belief and economic development, like India and Bangladesh.
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