Abstract
Human beings learn from their surrounding environments. It
consists of family, peers and social circles. Our research aim
is to determine the effect of family, peers and social
networking media on purchase intension of young females of
Pakistan. We determine the effect of future purchase
intension on young females purchase decision. A
convenience sample of 82 young female students has
participated in this study. Partial Least Square a Structural
Equation Modeling (PLS-SEM) technique is used to test the
hypotheses. Results show that family and social media are the
most influential factors among peers. Young females
purchase intentions are more influenced by their families and
the social media. The results show that due to the modern
technology used in Pakistan the young female is, now a days,
are more influenced by the social media. Future purchase
intention is very influential factor on purchase decision
Rashida Bashir, Dr. Rab Nawaz Lodhi, Prof. Dr. Zahid Mahmood. (2017) Factors Influencing the Purchase Intensions of Young Females of Pakistan, Paradigms , Vol 11, Issue 2 .
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