The Social Context of Consumption: Analysing Social Reference Group Factors that influence Millennial Mobile Phone Purchasing Behaviour

The purchase decision making process is highly characterised inter-alia, by complex socio-economic factors and the influence of the social setting under which the product/brand is purchased and or consumed. This research paper sought to empirically investigate the social reference group factors that influence the mobile phone purchase decisions among millennial consumers in Southern Zimbabwe. The study results were largely dependent upon primary data collected through the survey method. A self-administered questionnaire which comprised of questions on the different types of referent groups influences was used to collect data from a sample of 180 respondents systematically selected. The major findings were that peer group factors such as friends, college-mates, church-mates and work-mates highly influence the millennial consumers’ purchase decisions followed by family group factors such as parents and relatives having a moderate influence whilst the influence of aspirational group factors such as role models, though subtle can be noted. The implication for mobile phone firms is that they should endeavour to craft marketing strategies that specifically adopt and exhibit various collections of social reference group appeals that influence the different tastes, attitudes and preferences of the millennial consumers.