Tapos Na To

UNIVERSITY of the ASSUMPTION
Unisite Subdivision, Del Pilar, City of San Fernando, 2000 Pampanga, Philippines
A STUDY ON THE INFLUENCE OF PEER RECOMMENDATION

ON BUSINESS COLLEGE STUDENTS’ CLOTHING BRAND PREFERENCES
A research paper presented to the faculty of the

School of Business and Public Administration
Researcher
Mallari, Christine Dianne M.
Mandap, Zhane Francine T.
Medina, Ashley S.
Wong, Johann Genie T.
November 2023
1
INTRODUCTION
One key concept in social psychology is social influence, defined as any influence
on our cognitions, emotions, or actions due to the real, implied, or imagined presence
of other individuals. Indeed, the mere presence of others in the marketplace can have
a profound impact on consumers' product preferences and purchase patterns. Thus,
shopping in the presence of peers, employees, or other consumers can play a pivotal
role in influencing brand evaluations, purchase intentions, and choice behavior as well
as satisfaction and loyalty levels. Because shopping often takes place in social settings
(i.e., physical stores), where self-presentation motives tend to be particularly
pronounced, consumers tend to become more motivated to present themselves in a
favorable fashion when there are others around that can observe which products they
purchase.
The present research determined whether two distinct sources of social influence
could impact consumers' choice behavior in an actual supermarket setting. Specifically,
the study sought to test whether the mere presence (vs. absence) of peers and other
consumers, respectively, could increase a consumer's propensity to make popular
brand choices by means of selecting the market leader in given product category. In
the remainder of this article, peer presence is operationalized as a consumer shopping
together with known others when making his or her brand choice (i.e., walking to a
shelf as a group or socializing when making a brand choice). As such, peer presence
includes shopping with family members, a significant other, friends, and acquaintances.
In contrast, the presence of other consumers is defined as consumers who spend time
at or in the immediate vicinity of the shelf from which a consumer makes his or her
brand choice, but not consumers who coincidentally pass by the aisle without staying
or spending time close to this shelf. (Otterbring, T. (2021).)
2
The present research offers a potential explanation for prior work in the social
influence literature, which has documented that consumers generally spend more
money when shopping with peers (Kurt et al., 2018). More precisely, the current
findings indicate that such a result may, at least in part, have occurred because
consumers are more inclined to choose market leaders under conditions of peer
presence, given that market leaders typically charge higher prices for their product
offerings compared to most other brands in the same category. Therefore, this study
provides evidence for the notion that peers, due to their popularity, promote popular
brand choices by means of consumers' propensity to purchase a market leader.
However, the mere presence of other consumers does not exert the same impact,
suggesting that peer presence has a unique influence on consumers’ decision-
making. Apart from this contribution, the results may influence decisions linked to in-
store events and online marketing, wherein the real or implied presence of peers can
be used as a strategic tool to promote purchases of market leaders and other
popular brands, with potential downstream effects on consumer spending.
When customers make product choices, they consider not only the attributes but
also the preferences of other customers, such as peers. Peer influence often results
when customers aspire to be like or unlike others or learn something new about
products from others.
Brand preferences pertain to the perception, idea, and choice of consumers

towards a specific brand. It is also determined by a variety of factors such as brand
identity, brand strength, customer loyalty, peer pressure or recommendation, and
demand. Recommendation from peers plays a vital and pivotal role in the preference
of the consumers or students in specific on a specific brand.
3
Students of today are fond of buying products or purchasing any goods on a

specific brand because of the loyalty and image that the brand has shown towards
them. And this study will determine and assess the influence of peer
recommendation on students’ brand preferences. It will investigate how peer
recommendation affects the choice of students in looking for a brand. This study will
also show and present both the positive and negative influences of peer
recommendation towards the choice, preference, and ideas of the students on a
specific brand.
Researchers will merely focus on clothing since these products are common to
the students and are somewhat vital to the students for them to look good and be
presentable. Since students usually recommend clothing products to their peers
which greatly influence the brand preference of customers or students in specific.
Statement of the problem
General Problem
This study aims to determine the influence of peer recommendation on Business

College students’ clothing brand preference.
Specifically, it seeks to answer the following questions:
1. What are the demographic profile of the respondents in terms of:
1.1 age;
1.2 sex;
1.3 year level; and
4
1.4 program
2. How may the brand preference of the respondents be described in terms of:
2.1 local brand;
2.2 international brand;
3. How may peer recommendation influence the clothing brand preference of the
business college students?
Scope and Limitation
Scope and limitation are both essential components of a research project, and
they are often confused with one another. The scope defines the parameters of the
study, while limitation sets the boundaries within those parameters. The scope and
delimitation of a study are usually established early on in the research process and
guide the rest of the project.
The study is limited to one hundred (100) students from the School of Public
Administration and College of Accountancy who are studying in the University of the
Assumption. Researchers will conduct a survey to the respondents about how
influential peer recommendation is towards the brand preference that the
respondents have. The researchers aim to determine the influence of peer
recommendation to the clothing brand preferences of the students. This will be
checked through a survey questionnaire towards the respondents. The study is
limited to the above-mentioned respondents. And will be chosen through purposive
sampling.
Significance of the Study
5
The significance of the study is a section in the introduction of the thesis or

paper. Its purpose is to make clear why the study was needed and the specific
contribution of the research made to furthering academic knowledge in the field.
The significance of this study is to determine the influence of peer

recommendation to the students’ brand preferences. Specifically, it will be beneficial
to the following individuals:
To the Students . The results of the study will be beneficial to the students because
this study will give the students insights and ideas regarding brand preferences and
how peer recommendation affects it. Furthermore, students will have knowledge and
information regarding the impact of peer recommendation and its positive and
negative influence in choosing a brand.
To the Future Researchers . This study will be beneficial to the future researchers
for it will provide them enough knowledge in further understanding the objective of
the study. Also, this study will be of great help in the further enhancement of
knowledge, and for other related research studies in the future.
6
To the Business Owners . The results of this study will provide insights and ideas
to the business owners and brands on how to further improve their services because
of peer recommendation .
7
METHODOLOGY
Research Design
This study is quantitative research which means, all data that will be presented in
this study are stated in numbers, and mathematical figures. Quantitative research is
a type of research wherein, all data are interpreted numerically through the use of a
specific statistical tool.
The researchers will imply the use of Descriptive Research as its research
design. Descriptive research is a type of quantitative research wherein, the
variables, factors, are being described and explained. Descriptive research aims to
accurately and systematically describe a population, situation or phenomenon. It can
answer what, where, when and how questions, but not why questions. A descriptive
research design can use a wide variety of research methods to investigate one or
more variables.
As mentioned by McCombes, S. (2019), Descriptive research aims to accurately

and systematically describe a population, situation or phenomenon. It can answer
what, where, when and how questions, but not why questions.
A descriptive research design can use a wide variety of research methods to

investigate one or more variables. Unlike in experimental research, the researcher
does not control or manipulate any of the variables, but only observes and measures
them.
Sampling Design
Purposive sampling is a group of non-probability sampling techniques in which

units are selected because they have characteristics that you need in your sample.
8
As explained by Alchemer (2021), Purposive sampling, also known as

judgmental, selective, or subjective sampling, is a form of non-probability sampling in
which researchers rely on their own judgment when choosing members of the
population to participate in their surveys.
The method for performing purposive sampling is fairly straightforward. All a

researcher must do is reject the individuals who do not fit a particular profile when
creating the sample. However, researchers can use various techniques during
purposive sampling, depending on the goal of their studies.
Research Instrument
A research instrument plays a vital role in the data collection procedure. Without
the research instrument, researchers will not be able to collect or gather any data
which the researchers will use to interpret and analyze the results of the study.
This survey employs a standardized questionnaire to gather information for our

research. The questions have been carefully selected and structured to ensure the
collection of valuable data related to clothing brand preferences and the influence of
peer recommendations among business college students.
The researcher will use Google Forms as our data collection platform. Google
Forms is a secure and user-friendly tool for conducting online surveys. Your
responses will be submitted and stored electronically, ensuring the confidentiality of
your information. Google Forms also allows for efficient data processing and analysis.
Furthermore, the researchers will imply the use of 4-point Likert Scale in crafting the
survey questionnaire.
As stated by McLeod, S. (2018), A questionnaire is a research instrument

consisting of a series of questions for the purpose of gathering information from
respondents. Questionnaires can be thought of as a kind of written interview.
9
Ethical Consideration
Ethical considerations in research are a set of principles that guide your research
designs and practices. These principles include voluntary participation, informed
consent, anonymity, confidentiality, potential for harm, and results communication.
The researchers will make sure that the participants’ security and privacy will be
the utmost priority. Anonymity will also be considered because no information of the
participants’ will be used in any part of the research.
Furthermore, the researchers will also still follow the basic health and safety
protocols because there is still a pandemic. Therefore, the researchers will prioritize
the health of the participants during the process of collecting data.
Participants
The population or so-called respondents of the study are important because the
respondents are responsible for providing answers and information to the
researchers which is vital in the analysis of the results of this study.
The participants of the study will be one hundred (100) college students who are
currently taking school of Public Administration and College of Accountancy.
Participants who are willing to be part of the study, take the survey, and provide
information for the study.
10
The participants will be chosen through the use of Purposive Sampling

technique. Furthermore, this specific probability sampling technique will be of great
help in identifying the participants of the study.
Data Analysis
Data Analysis is the process of systematically applying statistical and/or logical

techniques to describe and illustrate, condense and recap, and evaluate data. This part
of the research discusses the data processing technique used by the researchers in
analyzing and interpreting data.
The data matrix technique will be used by the researchers because it can efficiently
organize and process data while providing visualization through the use of charts,
graphs, and tables.
A data matrix is a rectangular table or matrix with columns for variables or attributes
and rows for observations or cases. The matrix's cells each hold a value that
corresponds to the variable for the specified observation. In addition, it serves as the
foundational input for various statistical procedures, including analysis of variance,
multivariate analysis, regression analysis, survey analysis, and cluster analysis.
The researchers will utilize the use of Descriptive Statistics such as frequency
distribution and percentage distribution. Descriptive statistics describe, show, and
summarize the basic features of a dataset found in a given study, presented in a
summary that describes the data sample and its measurements. It helps analysts to
understand the data better.
Percentage distribution
11
Percentage (%) This was used to describe the relationship of the group with the
whole population.
Formula:
P = f/N x 100
Where:
P = percentage
f = frequency
N = total frequency (population)
12
RESULTS AND DISCUSSION
A. Results
FREQUENC PERCENTAG
AGE Y E
18 to 20 years old 56 56.00%
21 to 23 years old 42 42.00%
24 to 25 years old 2 2.00%
26 years old and above 0 0.00%
TOTAL 100 100.00%
Table 1: Age of the Respondents
FREQUEN PERCENTA
SEX CY GE
MALE 28 28.00%
FEMAL
E 72 72.00%
TOTAL 100 100.00%
Table 2: Sex of the Respondents
.
FREQUE PERCENT
YEAR LEVEL NCY AGE
1ST YEAR 7 7.00%
2ND YEAR 16 16.00%
3RD YEAR 66 66.00%
4TH YEAR 11 11.00%
TOTAL 100 100.00%
Table 3: Year Level of the Respondents
PROGRA FREQUEN PERCENTA

M CY GE
BSBA 63 63.00%
BSA 37 37.00%
TOTAL 100 100.00%
Table 4: Program of the Respondents
13
PERCENTAG
BRAND PREFERENCE FREQUENCY E
LOCAL BRAND 58 58.00%
INTERNATIONAL BRAND 42 42.00%
TRHIFT BRAND 0 0.00%
MALL PULL-OUTS 0 0.00%
TOTAL 100 100.00%
Table 5: Brand Preference of the Respondents
ST
AT
EM S
EN
TS A V
1.
My
ch
oic
e
of
clo
the
s is
infl
ue
nc
ed
by
my
frie
nd
s. 20 A
2. 20 A
Th
e
bra
nd
of
the
clo
14
the
s
tha
tI
am
pur
ch
asi
ng
or
bu
yin
g
is
bei
ng
infl
ue
nc
ed
by
the
rec
om
me
nd
ati
on
s
of
my
pe
ers
.
3. 20 A
In
ch
oo
sin
ga
bra
nd,
15
my
frie
nd
s
su
gg
est
var
iet
y
of
bra
nd
s
on
sp
eci
fic
clo
th
or
clo
the
s.
4. 20 A
Th
e
bra
nd
ch
oic
e
of
my
pe
ers
aff
ect
s
my
bra
nd
16
ch
oic
e
as
wel
l.
5.
Th
e
bra
nd
im
ag
e
bei
ng
intr
od
uc
ed
to
me
by
my
frie
nd
s
aff
ect
my
bra
nd
pre
fer
en
ce. 2 0 A
6. 20 A
In
ch
oo
sin
ga
17
bra
nd,
my
frie
nd
s
pro
vid
e
me
the
plu
se
s
an
d
mi
nu
se
s
of
tha
t
sp
eci
fic
bra
nd.
7. 20 A
My
frie
nd
s
alw
ay
s
ha
ve
a
sa
y
to
18
my
bra
nd
pre
fer
en
ce
an
d
pro
vid
e
me
insi
ght
s
on
tha
t
sp
eci
fic
bra
nd.
8. 30 A
Wh
en
se
arc
hin
g
for
a
bra
nd
for
sp
eci
fic
clo
the
s,
19
my
frie
nd
s
rec
om
me
nd
bra
nd
s
an
d
let
me
de
cid
e
to
whi
ch
bra
nd
I’ll
be
bu
yin
g
clo
the
s.
9. 20 A
Th
e
bra
nd
pre
fer
en
ce
of
my
20
pe
ers
is
als
o
my
bra
nd
pre
fer
en
ce
be
ca
us
e
of
the
ir
rec
om
me
nd
ati
on
als
o.
10. 20 A
Th
e
rec
om
me
nd
ati
on
s
of
my
pe
ers
on
21
a
sp
eci
fic
clo
thi
ng
bra
nd
infl
ue
nc
ed
me
po
siti
vel
y
an
d
co
nst
ruc
tiv
ely
.
Table 6: Mean and Verbal Descriptors
B.
Discussion
As stated on the results above about the age of the respondents which is table 1,
since the respondents are students, from 1 st to 4th year college, 56 out of 100
respondents are 18 to 20 years old and 42 out of 100 respondents are 21 to 23 years
old. There were just 2 students that are from the age group 24 to 25 years old and no
respondent is from the age group 26 years old and above. This indicates that, the
respondents are on the particular age as a student.
22
Based on the table 2 above, most of the respondents or 72 out of 100 respondents
are Female. It has been proven by studies and researches that most people that go
shopping and loves purchasing clothes in any clothing brand are female. There were 28
out of 100 respondents who are male
As stated on the table 4, most of the respondents are already on their 3 rd year in the
program. There were 66 out of 100 respondents that are 3 rd year already. There were
16 out of 100 respondents that are on their 2 nd year already. 11 are on their 4 th year, and
7 are on their 1st year.
As mentioned on the table 4 that pertains to the program of the respondents, there
were 63 out of 100 respondents that are taking Bachelor of Science in Business
Administration, of any major or specialization. There were 37 that are currently taking
Bachelor of Science in Accountancy.
Based on the table 5, most of the respondents or 52 out of 100 respondents prefer
local brands. There were 42 that prefer international brands mostly because of its
quality and its brand image.
Based on the table 6, all statements pertaining to the peer influence on student’s
brand preference, it is clearly indicated that the students agreed on all the statements.
The respondents agreed that, peer influence has affected their brand preference in a
positive note. The averages are 2.59, 2.71, 2.84, 2.62, 2.72, 2.86, 2.81, 3.02, 2.62, and
2.99, respectively for all the ten (10) statements. Furthermore, as presented on the 6 th
table, it also shows the corresponding standard deviation for each statement and mean.
Based on the Standard Deviation Index, if the computed value of the standard deviation
is below 1.25 or equal to 1.25, therefore, all computed values are acceptable as well as
the claims and conclusions of the researchers based on the results of the study.
The present research offers a potential explanation for prior work in the social
influence literature, which has documented that consumers generally spend more
money when shopping with peers (Kurt et al., 2018). More precisely, the current findings
indicate that such a result may, at least in part, have occurred because consumers are
23
more inclined to choose market leaders under conditions of peer presence, given that
market leaders typically charge higher prices for their product offerings compared to
most other brands in the same category. Therefore, this study provides evidence for the
notion that peers, due to their popularity, promote popular brand choices by means of
consumers' propensity to purchase a market leader. However, the mere presence of
other consumers does not exert the same impact, suggesting that peer presence has a
unique influence on consumers’ decision-making.
CONCLUSIONS
Based on the results of the survey, and the statement of the problem, the
following are the conclusions crafted by the researchers.
First, the researchers concluded that, based on the results of the survey, in
connection with the demographic profile of the respondents, most of the respondents
are female and are from the age group 18 to 23 years old. The researchers concluded
that, this age group and sex indicates that, most of the respondents are fond of
purchasing clothes in any brand and are being influenced by their peers.
24
Further, the researchers concluded that, the respondents are torn between local
and international brands because of the quality, the brand image, and other matters
about a specific brand.
The researchers also concluded that, based on all the computed mean, that the
respondents are being influenced by their peers in terms of brand preference,
specifically, clothing brands. Also, based on the results of the descriptive statistics, the
computed standard deviation indicates the acceptance of all the results. With this, the
researchers concluded that, peer influence really affect the brand preference of the
students.
Generally, the researchers concluded that, it is visible and evident that peer
influence plays a vital role in the preference of the students in terms of clothing brands.
It affects their choices and decisions as to a specific clothing brand --- could it be local
or international.
RECOMMENDATIONS
Based on the results and conclusions crafted by the researchers, the following
are the recommendations suggested by the researchers.
To the College Students. Being influences by peers in a positive note has never been
an issue in the decision-making process especially in the selection process or
decisions. On the other hand, if peers are influencing someone else’s decisions in a
25
negative note, then, that is no longer influence, that is controlling over someone’s life or
living. This study will provide information and knowledge to the students regarding peer
recommendation and how does it affect the brand preference of the students in terms of
clothing. This will educate and enlighten them on how influential peers are in making
decisions and how vital it is to sometimes depend on your own decision in purchasing
clothes especially on your brand preference.
To the Future Researchers. This study can be used and utilized by the researchers in
a way that, future researchers can use this as a basis in further understanding peer
influence and recommendation. Further, the future researchers can use this study not
only in going deeper to the meaning of this study but to utilize this study and use it as a
guide in checking other variables aside from clothing brand preference such as
cosmetic, apparel, footwear, and the like. Also, this study can help the future
researchers in understanding peer influence and other variable that may be related to
such.
References
Aldababsa, M., Toka, M., Gökçeli, S., Kurt, G. K., & Kucur, O. (2018). A tutorial on
nonorthogonal multiple access for 5G and beyond. Wireless communications and
mobile computing, 2018. Retrieved from
https://www.hindawi.com/journals/wcmc/2018/9713450/
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Argo, J. J., & Dahl, D. W. (2020). Social influence in the retail context: a
contemporary review of the literature. Journal of Retailing, 96(1), 25-39. Retrieved from
https://www.sciencedirect.com/science/article/abs/pii/S0022435919300934
Barnhart, B. J., Reddy, S. G., & Arnold, G. K. (2021). Remind me again:

physician response to web surveys: the effect of email reminders across 11 opinion
survey efforts at the American Board of Internal Medicine from 2017 to 2019. Evaluation
& the Health Professions, 44(3), 245-259. Retrieved from
https://journals.sagepub.com/doi/abs/10.1177/01632787211019445
Ehn, A., Bood, J., Li, Z., Berrocal, E., Aldén, M., & Kristensson, E. (2017). FRAME:
femtosecond videography for atomic and molecular dynamics. Light: Science &
Applications, 6(9), e17045-e17045. Retrieved from
https://www.nature.com/articles/lsa201745
Kumara, Catherine Nur(2021) Survey Questionnaire. Retrieved from

https://www.scribd.com/document/536454033/Survey-Questionnaire?
fbclid=IwAR0aMw5FHSvSTMe-
9h_VPRVnx4ZEgaYRpnuBo5_jkUoEQdYfwgNWARtqpr4
Mangleburg, T. F., Doney, P. M., & Bristol, T. (2004). Shopping with friends and
teens’ susceptibility to peer influence. Journal of retailing, 80(2), 101-116. Retrieved
from https://www.sciencedirect.com/science/article/abs/pii/S0022435904000235
McCombes, S. (2019). Correlational research. Available at www. scri bbr.

com/meth odol ogy/correl atio nal-resea rch/. Accessed on June, 12, 2021. Retrieved
from https://www.scribbr.com/methodology/correlational-research/
McLeod, S. (2018). Questionnaire: Definition, examples, design and types. Simply

psychology, 78, 350-365. Retrieved from
https://www.simplypsychology.org/questionnaires.html
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Otterbring, T. (2021). Peer presence promotes popular choices: A “Spicy” field

study on social influence and brand choice. Journal of Retailing and Consumer
Services, 61, 102594. Retrieved from
https://www.sciencedirect.com/science/article/pii/S0969698921001600
Otterbring, T., Gidlöf, K., Rolschau, K., & Shams, P. (2020). Cereal deal: How
the physical appearance of others affects attention to healthy foods. Perspectives on
Behavior Science, 43, 451-468. Retrieved from
https://link.springer.com/article/10.1007/s40614-020-00242-2
Pyo, T. H., Lee, J. Y., & Park, H. M. (2022). The Effects of Consumer Preference
and Peer Influence on Trial of an Experience Good. Journal of Marketing Research,
59(6), 1161-1178. Retrieved from
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Zhao, M., & Xie, J. (2011). Effects of social and temporal distance on consumers'
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Appendix A: Survey Questionnaire
A Study on the Influence of Peer Recommendation on Business College

Students’ clothing Brand Preferences
Survey Questionnaire
Name (optional): ________________________________
Directions: Put a check on the box that best corresponds to you.
28
A. Demographic Profile
1. Age
▢ 18 to 20 years old
▢ 26 and above
2. Sex
▢ Male
▢ Female
3. Year level
▢ 1st year
▢ 2nd year
▢ 3rd year
▢ 4th year
4. Program
▢ BSBA
▢ BSA
B. Brand Preference
▢ Local brand
▢ International brand
▢ Thrift brand
▢ Mall pull-outs
Others (please specify): _______________________________________
C. Peer Influence on Students’ Brand Preference

Directions: This part of the survey utilizes the use of 4-point Likert Scale. Put a check
on the box that best corresponds to you.
1 – Strongly Disagree
2 – Disagree
3 – Agree
29
4 – Strongly Agree
Statements Strongly Disagree Agree Strongly

Disagree Agree
(1) (2) (3) (4)
My choice of clothes is influenced

by my friends.
The brand of the clothes that I

am purchasing or buying is being
influenced by the
recommendations of my peers.
In choosing a brand, my friends

suggest variety of brands on
specific cloth or clothes.
The brand choice of my peers

affects my brand choice as well.
The brand image being

introduced to me by my friends
affect my brand preference.
In choosing a brand, my friends

provide me the pluses and
minuses of that specific brand.
My friends always have a say to

my brand preference and provide
me insights on that specific
brand.
When searching for a brand for

specific clothes, my friends
recommend brands and let me
decide to which brand I’ll be
buying clothes.
The brand preference of my

peers is also my brand
30
preference because of their

recommendation also.
The recommendations of my
peers on a specific clothing brand
influenced me positively and
constructively.
31
32

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UNIVERSITY of the ASSUMPTION

A STUDY ON THE INFLUENCE OF PEER RECOMMENDATION

A research paper presented to the faculty of the

Brand preferences pertain to the perception, idea, and choice of consumers

Students of today are fond of buying products or purchasing any goods on a

Statement of the problem

This study aims to determine the influence of peer recommendation on Business

Specifically, it seeks to answer the following questions:

1. What are the demographic profile of the respondents in terms of:

1.3 year level; and

2.1 local brand;

2.2 international brand;

Scope and Limitation

Significance of the Study

The significance of the study is a section in the introduction of the thesis or

The significance of this study is to determine the influence of peer

As mentioned by McCombes, S. (2019), Descriptive research aims to accurately

A descriptive research design can use a wide variety of research methods to

Purposive sampling is a group of non-probability sampling techniques in which

As explained by Alchemer (2021), Purposive sampling, also known as

The method for performing purposive sampling is fairly straightforward. All a

This survey employs a standardized questionnaire to gather information for our

As stated by McLeod, S. (2018), A questionnaire is a research instrument

The participants will be chosen through the use of Purposive Sampling

Data Analysis is the process of systematically applying statistical and/or logical

N = total frequency (population)

RESULTS AND DISCUSSION

PROGRA FREQUEN PERCENTA

an issue in the decision-making process especially in the selection process or

clothes especially on your brand preference.

Barnhart, B. J., Reddy, S. G., & Arnold, G. K. (2021). Remind me again:

Kumara, Catherine Nur(2021) Survey Questionnaire. Retrieved from

McCombes, S. (2019). Correlational research. Available at www. scri bbr.

McLeod, S. (2018). Questionnaire: Definition, examples, design and types. Simply

Otterbring, T. (2021). Peer presence promotes popular choices: A “Spicy” field

Appendix A: Survey Questionnaire

A Study on the Influence of Peer Recommendation on Business College

C. Peer Influence on Students’ Brand Preference

Statements Strongly Disagree Agree Strongly

(1) (2) (3) (4)

My choice of clothes is influenced

The brand of the clothes that I

In choosing a brand, my friends

The brand choice of my peers

The brand image being

In choosing a brand, my friends

My friends always have a say to

When searching for a brand for

The brand preference of my

preference because of their

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