Millennial Generations’ Susceptibility to Interpersonal Influence: A Case of Personal Care Products Purchases
Keywords:
Millennial generation, CSII, normative influence, informational influence, personal care productsAbstract
The consumer susceptibility varies among individuals in terms of making purchases to enhance self-image and is related to the opinions of others, thus forming normative and informational beliefs about a purchase decisions. Amongst all generation cohorts, the millennial generation cohort is said to be more easily influenced by peers than prior generations. Thus, this paper focus on millennial generation’s susceptibility to interpersonal influence while purchasing personal care products. To achieve the objective, responses were collected using a questionnaires through convenience sampling technique from 100 millennial generation respondents (aged 16-34 years) residing and purchasing personal care products in Tricity (India) which includes Chandigarh, Mohali and Panchkula. The questionnaire comprised of 12 – item Consumer Susceptibility to Interpersonal Influence (CSII) scale developed by Bearden et al. (1989) to measure the normative and informational beliefs of the millennial generation while purchasing personal care products with response options on a 5 – point Likert scale. After scoring, percentage analysis and T – test was applied. T – test indicated significant difference between males and females but no significant difference between younger and older millennials with regards to interpersonal influence while purchasing personal care products.
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