Understanding Psycho-Social Drivers Brand Sensitivity Among Adolescences

Abstract

This research was carried out to explore the level of brand sensitivity among adolescents studying in schools belonging to lower, middle, and higher socioeconomic backgrounds. Brand sensitivity is considered a psychological factor that influences how consumers make purchasing choices and decisions. The study was conducted in the Gujrat district and employed a quantitative approach. Since the target population was school-going children, purposive sampling was adopted as the most appropriate technique. Data were collected through a structured questionnaire survey. For better understanding, the scale was translated into Urdu and initially tested on 15 students at Jinnah Public School, Gujrat. To assess the impact of peer influence on adolescents, the Susceptibility to Reference Group Influence scale, originally developed by Netemeyer and Teel, was adapted into Urdu. In collaboration with schools, the researchers selected 30 students (15 boys and 15 girls) from each institution using convenient sampling. Those who consented to participate were asked to complete a pencil-and-paper questionnaire administered by the researcher. All participants were assured of the confidentiality and anonymity of their responses. The results revealed a clear link between brand sensitivity and peer group influence. Correlation analysis confirmed a significant relationship between the dependent and independent variables. Moreover, the findings were consistent with the earlier study of Creekmore et al. (1980), which reported that adolescents who conformed to socially accepted dress codes were more readily accepted by their peers compared to those who displayed individuality through their clothing choices.