A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Pallavi,
- Brand Consciousness among Teenagers in India:An Empirical Study
Authors
1 GLA University, Mathura, Uttar Pradesh, IN
2 Guru Nanak Dev University, Amritsar, Punjab, IN
Source
International Journal of Applied Marketing and Management, Vol 2, No 1 (2017), Pagination: 22-28Abstract
Adoption of new technology, availability of resources, and nuclear family structure have increased the importance of teenagers in the family purchase behaviour. Teenagers nowadays are very wise, so they are capable of taking the risk associated with different decisions. They are confident, strong, and independent. The present paper covers the identification of various factors that are affecting the brand consciousness among the teenagers. Further, the effect of the demographic variables on teenagers' decision-making process is discussed.
In this study, a sample of approximately 269 school and college students has been collected from the non-metro region such as Mathura, Agra, Shikohabad, and Firozabad in Uttar Pradesh. The data has been put in the SPSS 21.0 version for the calculation purpose. The data analysis techniques such as factor analysis and chi square analysis have been applied to meet the above-mentioned objective. The concept is very important to study as branded products' demand is increasing day by day resulting in a growing market. The results will be helpful to the marketers, to the policy makers of the corporate houses, and to advertisers in order to promote their products in an effective manner so as to reach the maximum number of teenagers.
Keywords
Buying Behaviour, Teenagers, Brand Consciousness, Purchase Behaviour, Buying Pattern.
References
- Bhanot, S. (2015). A study of the Indian apparel market and the consumer purchase behaviour of apparel among management students in Mumbai and Navi Mumbai. Retrieved from https://www.Scribd.Com/Document/321793310/A-Study-of-The-Indian-Apparel-Market-And-The-Consumer-Purchase-Behaviour-Of-Apparel-Among-Management-Students-In-Pdf
- Bakewell, C., Mitchell, V. W., & Rothwell, M. (2006). UK Generation Y male fashion consciousness. Journal of Fashion Marketing and Management: An International Journal, 10(2), 169-180.
- Chan, K. (2006). Young consumers and perception of brands in Hong Kong: A qualitative study. Journal of Product & Brand Management, 15(7), 416-426.
- Giovannini, S., Xu, Y., & Thomas, J. (2015). Luxury fashion consumption and generation Y consumers Self, brand consciousness, and consumption motivations. Journal of Fashion Marketing and Management, 19(1), 22-40.
- Hassan S. T., Hurrah, B. H., & Lanja, A. (2014). A study of customer perception of youth towards branded fashion apparels in Jalandhar City. Elk Asia Pacific Journal of Marketing and Retail Management, 5(2), 99-115.
- Hsu, J. L., & Chang, K. M. (2008). Purchase of clothing and its linkage to family communication and lifestyles among young adults. Journal of Fashion Marketing and Management: An International Journal, 12(2), 147-163.
- Kim, E. Y., Knight, D. K., & Pelton, L. E. (2009). Modeling brand equity of a U.S. apparel brand as perceived by generation Y consumers in the emerging Korean market. Clothing and Textiles Research Journal, 27(4), 247-258.
- Kwak, L. E., & Sojka, J. Z. (2010). If they could see me now: immigrants’ use of prestige brands to convey status. Journal of Consumer Marketing, 27(4), 371-380.
- Kumar, A., Kim, Y. K., & Pelton, L. (2009). Indian consumers’ purchase behavior toward US versus local brands. International Journal of Retail & Distribution Management, 37(6), 510-526.
- Lee, M. Y., Kim, Y. K., Pelton, L., Knight, D., Forney, J. (2008). Factors affecting Mexican college students’ purchase intention toward a US apparel brand. Journal of Fashion Marketing and Management: An International Journal, 12(3), 294-307.
- Mafini, C., & Dhurup, M. (2014). Assessing consumer purchasing decision styles: an empirical investigation from South Africa. International Business & Economics Research Journal, 13(4), 679-688.
- Mohtar, S., & Abbas, M. (2014). Teenager’s Preferences and Choice Behavior towards Branded Or Unbranded Products. IOSR Journal of Business and Management, 16(7), 98-103. e-ISSN: 2278-487X, p-ISSN: 2319-7668.
- Salim, M. H., & Praven, R. D. (2010). A study on brand consciousness among children and its impact on family buying behavior. Journal of Contemporary Research in Management, 5(1), 15-26.
- Santisi, G., Platania, S., & Hichy, Z. (2014). A lifestyle analysis of young consumers: A study in Italian context. Young Consumers, 15(1), 94-104.
- Unite Nation Report, 2014. Retrieved from: www.thehindu.com/todays-paper/tp-in-school/india-has-worlds-largest-youth-population-un-report/article6612615.ece)
- Wu, M. S. S., & Chen, C. H. S., & Nguyen, B. (2015). Luxury brand purchases and the extended self A cross-cultural comparison of young female consumers in Taiwan and the UK. Asia-Pacific Journal of Business Administration, 7(3), 153-173.