Published Paper Details:

The automobile industry is one of the leading and largest industries in the world today. During the last decade, well-directed efforts have been made to provide phase lift to the automobile policy for realizing the sectors full prospective for the economy. Buyer behaviour occupies a pivotal place in marketing research. Enormous factors, including both internal and external to buyer, seem to extract an effective and efficient influence on the purchasing decisions of the buyer. An attempt is made in this present piece of research to find out the importance of peers on the buying behaviour of Two-wheelers with reference to buyers residing in and around Coimbatore city. Using purposive sampling technique 85 Two-wheeler buyers were identified and included as sample for the study. Peer Influence on Purchase Decision Making questionnaire developed by Clement.S. & Venkatapathy. R (2002) has been used to collect the data. Based on scope of the study initially the descriptive statistics was worked out and then F-test and Turkey�s test were used to analyse the data in this study. The findings reveal a positive trend on the influence of peers on the decision making of the purchases.