Republic of the Philippines

HOLY CROSS COLLEGE

STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

A STUDY ON THE INFLUENCE OF PEER RECOMMENDATION ON

BUSINESS COLLEGE STUDENTS’ CLOTHING BRAND PREFERENCES

A Business Research

Presented to the School of Business and Accountancy

Holy Cross College

In Partial Fulfilment of the Requirements for the Degree

Bachelor of Science in Business Administration Major in Marketing

Management

By

Santos, Marie Antonnete B.

Lalu, Jennie Mae

Parunga, Britney R.

2025
 Republic of the Philippines
HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

Rationale

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,

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 Republic of the Philippines
HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

but not consumers who coincidentally pass by the aisle without staying or spending time

close to this shelf. (Otterbring, T. (2021).)

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.

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 Republic of the Philippines
HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

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.

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.

Objectives

The goal of this study is to investigate how the clothing products that are most

widely used and valued by students for their appearance and presentation influence the

preference for the brand. For students, clothing plays a huge role in life because it

contributes to personal image and social interactions. The aim of this research is to

examine students' perceptions regarding clothing brands through style, price, quality, and

word-of-mouth marketing, which can include peer recommendations. Since students

typically rely on peer suggestions, this study seeks to understand the effects of word-of-

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HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

mouth marketing through their social network and how these effects affect the choice of

clothing brands.

In addition, the researchers will examine how students' clothing preferences are

influenced by their desire to present themselves well in academic and social settings. The

study will investigate how the perceived value of a brand, such as its reputation and the

emotional connection students feel towards it, affects brand loyalty and preference. This

research hopes to contribute towards the understanding of how clothing brands can reach

and influence students more effectively in their marketing, while also identifying student

peer influence as a potential major factor in purchase behavior. Further, this study will

contribute towards the knowledge that is currently accumulating regarding brand

preference and youth markets in the context of clothing products.

Review of Related Literature

In the last few years, studies have shown that peer influence is one of the major

factors that affect the purchasing decisions of students, especially in the fashion industry.

Business college students, like any other group, are highly influenced by the opinions and

recommendations of their peers regarding clothing brands. Studies show that students

consider recommendations from friends and classmates more important than traditional

advertising (Davis et al., 2021). Peer recommendations are considered to be one source of

knowledge, especially for commodities like clothing, since it is used to express social

identity (Smith, 2022).

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 Republic of the Philippines
HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

Students', as indicated by Kim and Lee (2020), social identity is closely related to

their preferences when it comes to clothing brand because of the tendency of students to

be attached to their peer group's identity and sense of belonging. This is further

reinforced for business college students with the competitive nature of the academic

environment where personal image and brand choices are often symbolic of status or

success. Thus, peer recommendation is beneficial for students who will be attuned to the

popular clothing brands shared in their peer groups. In the age of social media, the face-

to-face influence of peer recommendations has taken on new forms.

Online word-of-mouth (WOM) and social media have become an integral part of

forming students' brand preferences (Nguyen, 2023). Platforms such as Instagram and

TikTok are channels for students to share clothing brand experiences, creating an

ecosystem where peer recommendations are more widespread and can rapidly affect

brand perception. Studies have illustrated that students are prone to believe someone they

know personally or follow them on social media better than traditional adverts (Lee &

Kim, 2021). While student recommendations may guide the first preferred brands, such

recommendations also act as a potent force in ensuring brand loyalty is developed.

"Students who report receiving positive brand recommendations from others are more

likely to have a long-term interest in the brands recommended," note Jones et al. (2020).

For instance, by creating an attachment between the consumer and the peer who

recommended their clothing brands, students will become repeat customers at the same

outlet, thereby developing their purchasing pattern and brand loyalty.

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 Republic of the Philippines
HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

The trust in peer recommendations is usually stronger than the trust in traditional

marketing messages.

According to Chen and Zhang (2022), students consider peer input on clothing

purchases because they perceive the recommendation as unbiased and authentic. Unlike

advertisements, which are seen as promotional, peer recommendations are regarded as

genuine, fostering a sense of trust and authenticity. This is one of the critical perceptions

of trust for students in the decision-making process when choosing between competing

clothing brands. The influence of peers in students' preferences for clothing often relates

to perceived brand image.

Lim and Yeo (2021) pointed out that the students are likely to choose those brands

that are positively viewed by their peers, especially when those brands are linked with

quality, style, and social status. The effect of peer recommendation is even more

significant in business colleges, where students are well aware of the need to project a

successful and professional image. Peer recommendations often become a tool to validate

their choices and align with the social expectations of their academic environment. Social

learning theory suggests that individuals learn behaviors and preferences by observing

others in their social environment (Bandura, 2020).

In the case of business college students, peer recommendations act as a form of

social learning, where students model their clothing brand choices based on what their

peers are wearing or recommending. This form of social influence encourages students to

adopt clothing brands that are seen as trendy or popular within their social groups, further

reinforcing brand preferences. According to Ortega et al. (2022), who conducted a study

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 Republic of the Philippines
HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

on the effect of peer influence on fashion trends and brand preference among college

students, students are also highly susceptible to peer pressure about clothing choices:

many adopt what is popular because their peers suggest it. This type of peer influence in

fashion trends directly impacts the choice of brands preferred by the students because

they are likely to move towards brands that sponsor the latest styles of the season and get

promoted by their social circle. There are numerous studies on peer influence in students'

clothing brand preferences underlined by psychological factors.

Students have reasons to conform with peer suggestions since their desire to

accept social integration needs is higher, as opined by Park and Lee in the year 2020.

Therefore, selecting a similar brand clothing recommended by a peer allows them to

believe they are a group, and social inclusion fulfills their desires for acceptance. Their

desire to become accepted with an influence from recommendations by their peers

determines their choices of brand in the clothing market. In addition to social factors,

cultural influences also play a significant role in students' clothing brand preferences.

A study by Wang and Liu (2023) found that cultural norms and values, when

combined with peer recommendations, can further reinforce students' choices in clothing

brands. In some cultures, students would prefer to choose a brand that would be

perceived culturally relevant or would be popularly chosen by other students. This will

further illustrate how significant peer influence is in making students' decisions about

brands for clothing.

Research Gap

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 Republic of the Philippines
HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

There is a research gap on understanding the role of peer recommendations in

influencing clothing brand preferences among business college students, especially in the

context of changing digital platforms and social media influence. Several studies have

been conducted on the influence of peers on consumer behavior, but there is a dearth of

research on the interaction between peer recommendations, clothing preferences, and

brand loyalty in the academic setting. More specifically, there has not been adequate

analysis on how such fast-paced transitions of student interests with regard to online and

social media usage as a leading resource for current trends impact brand perception and

buying behaviors as an influence from online peer communication compared to its

counterpart offline. This gap thus marks a call to further study as to how peer opinions

influence the mode of clothing adopted in students within a traditional and digital

influencer's perspectives.

Theoretical Framework

One related theory for this study is the Social Influence Theory, which gives an

account of how people get their attitudes, behaviors, and preferences molded by others'

opinions and actions within their social realms. Basically, it holds that people are highly

susceptible to the acts of their peers, especially if they consider the latter to be like

themselves or trustworthy informants. In the context of clothing brand preferences, there

is a related likelihood of students looking up to recommendations from their peers, since

they believe the judgment of these individuals and want to follow social norms and group

identities. This theory states why there is a related process of peer recommendations in

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HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

driving brand choices, as students observe what others in their peer group regard as

fashionable or acceptable.

In the context of business college students, the Social Influence Theory is

particularly relevant, for students often are in close-knit social situations where peer

opinions hold significant weight. The nature of interactions between peers within the

academic setting is where students, seeking social acceptance and identity, create an

environment ripe for social influence. Peer recommendations can be a source of

belonging and validation, which can influence students to wear similar clothing as their

peer group, based on the perceived preference of the group. The theory also points out the

role of group dynamics in which students might feel pressured to wear clothing brands

recommended by their peers to avoid social exclusion or to fit in with the perceived

group identity. This dynamic makes Social Influence Theory an ideal lens to examine

how peer recommendations affect clothing brand preferences among business college

students.

Conceptual Framework

Independent Variable Dependent Variable

Peer Recommendation Business College

Students’ Clothing

Preference

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 Republic of the Philippines
HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

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. How may the demographic profile of the respondents be described in terms of:

1.1 age;

1.2 sex;

1.3 year level; and

1.4 program?

2. How may the brand preference of the respondents be described in terms of:

2.1 local brand; and

2.2 international brand?

3. How may peer recommendation influence the clothing brand preference of the

business college students?

Significance of the Study

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 Republic of the Philippines
HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

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.

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.

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

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HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

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.

Respondents of the Study/Inclusion Criteria

The research will focus on business college students from Holy Cross College in

Sta. Ana, Pampanga, as its primary respondents. These students represent a diverse group

across different year levels, from 1st to 4th year, providing a comprehensive view of the

population. Their inclusion in the study is intended to capture varied perspectives and

experiences, which are critical for achieving the research objectives. The choice of Holy

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HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

Cross College aligns with the study’s goals to explore academic and community-related

aspects relevant to business education in the area.

To ensure fairness and equal representation, simple random sampling will be used

to select the respondents. This method ensures that every student currently enrolled in the

academic year has an equal chance of being chosen, minimizing selection bias and

enhancing the validity of the results. By involving a randomized selection process, the

study maintains objectivity and gathers data reflective of the larger student population,

enabling accurate analysis and meaningful conclusions.

Data Collection and Procedure

Data collection procedure is a process where researchers should state the

processes that the researchers have done in collecting or gathering data which will be

needing in analyzing and interpreting the results of the study.

First, the researchers have adapted a survey questionnaire that is anchored to the

objective of the study. This questionnaire will undergo various processes such as

validation, checking, and pilot testing before being able to be use for administering. Once

done, the researchers have administered the survey questionnaire to the respondents

online via google forms. Collected all data from the respondents, organized all collected

data, analyzed, interpreted, and presented all data. These processes should be taken

systematically by the researchers to have a more organized and uniform way of gathering

data.

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HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

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.

Conclusion

This study will focus on the importance of peer recommendations in the business

college students' clothing brand preferences. It will examine how the students' trust in

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HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

their peers determines their brand choice, highlighting the role of social networks in

influencing consumer behavior. Focusing on this dynamic, researchers will gain insight

into how peer influence affects students in decisions relating to their clothing brands of

choice and, more specifically, within business colleges, where social contacts and

recommendations are part of daily interaction. The study will of necessity emphasize the

role of peer relationships in brand choices, with implications for marketers trying to

engage with this market segment.

The findings of this study will have practical implications for businesses in terms

of the enhancement of their marketing strategies for the student demographic.

Understanding how peer recommendations impact students will help companies tailor

their promotional efforts to leverage word-of-mouth and peer influence effectively. The

findings will also contribute to the broader field of consumer behavior, providing a

clearer picture of how social factors shape brand preferences in a specific group, such as

business college students. In general, this research will fill a gap in the existing literature,

offering valuable insights into the intersection of peer influence and brand preference in

the context of clothing.

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HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

References

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consumer behavior in fashion. Journal of Consumer Research, 48(3),

355-370. https://doi.org/10.1086/714533

Kim, S., & Lee, J. (2020). The role of social identity in shaping brand preferences among

Nguyen, A. (2023). The impact of social media on clothing brand choices: A study of

student purchasing behavior. Social Media Studies, 17(4), 128-142.

https://doi.org/10.1177/21582440231096804

Jones, R., Foster, K., & Brown, P. (2020). Peer recommendations and brand loyalty:

Evidence from the fashion industry. Journal of Brand Management,

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HOLY CROSS COLLEGE
STA LUCIA, STA. ANA, PAMPANGA
INSTITUTE OF BUSINESS ADMINISTRATION

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