Impact of Social Media on Teenage Buying Behaviour: the Psychographic Profile of the Respondents

Abstract

Purpose: The objective of this study was to profile the map of the respondents based on psychographic variables.

Methodology: 600 respondents from Punjab have been taken into consideration for the collection of data. The questionnaire was filled from those respondents who were using social media as well as making their purchases via any online shopping platform. Cluster Analysis was used for the analysis of data.

Findings: The study revealed that two sets of respondents depict two different results related to the impact of social media on teenage buying behaviour. One group has a positive attitude towards the impact of social media on teenage buying behaviour while the other group has a negative aspect towards the statement about the impact of social media on teenage buying behaviour.

Practical Implications: Marketers need to get involved in a better understanding of teenagers and discover distinct groups by profiling the behaviour of the target market which will help them in designing effective and better strategies related to teenage buying behaviour.