Abstract:
The researcher has found that the existing literature on the jeans and consumer behavior in Pakistani industry has been limited and hence the idea was to conduct research that will be useful for the local manufacturers and also to find the impact of social and group influence on the consumer buying behavior when it comes to the jeans purchasing in Pakistan. It is also the aim of the research to offer some of the recommendations to the concerned authorities in order to expand their market and also to assist them to adopt the right marketing strategies. The researcher has relied upon conducting the research through primary and secondary from of data. The researcher has used a deductive approach, qualitative and quantitative research design, non-probability sampling technique, and more specifically convenience sampling. The researcher took an online questionnaire survey from 250 participants that were jeans users and the majority of them belonged to the age group of 18-27. In addition, the researcher also took support from the existing literature available. The researcher has found a moderate impact of social influence on consumer buying behavior and significant impact of group influence and mainly friends’ influence on consumer buying behavior. It is found that friend is the main source that needs to be target by the marketers as no individual wants to be left out and hence they will purchase the same product as the group has purchased in order to be accepted even when they are facing financial constraints and even when the choice of the individual is different from the rest of the group. It can be claimed that this research is relevant to future researchers and also relevant to the jeans manufacturers that are already available or are planning to enter into the market. It can be claimed that this will allow the marketers to focus more on friends and informal gathering as it has more impact and pressure on consumer and consumer tends to buy the product even when they have financial constraint due to group influence pressure. It will also be useful for the new local jeans sellers in the market to gain a competitive advantage over others using the strategy of targeting the groups and planning to sell the products through group dimensions instead of mainstream media celebrities.
