This study examines the influence of brand stimuli on the spending behavior of youth residing in cosmopolitan cities of North India. With the rapid urbanization and economic growth in these cities, understanding the factors driving the consumption patterns of young consumers is crucial for marketers and policymakers. Utilizing a combination of quantitative surveys and qualitative interviews, the research explores how various brand stimuli—such as advertising, brand prestige, and celebrity endorsements—affect the purchasing decisions of this demographic. The findings reveal that brand stimuli significantly impact youth spending behavior, with advertising and brand prestige playing pivotal roles. Additionally, the study identifies key differences in spending behavior based on socio-economic factors and city-specific variables. These insights provide valuable implications for brands seeking to tailor their marketing strategies to effectively engage with the youth market in North India’s cosmopolitan cities.

The interplay between economists and indigenous institutions is increasingly recognized as crucial for fostering sustainable development and equitable growth. This paper explores the roles that economists can play in supporting and enhancing the capacity of indigenous institutions. It examines how economic expertise can contribute to the preservation and advancement of indigenous knowledge systems, governance structures, and community-driven development initiatives. Through case studies and theoretical analysis, the paper highlights the potential impacts of collaborative approaches, addressing both opportunities and challenges. The findings underscore the importance of integrating economic perspectives with indigenous practices to achieve more inclusive and effective policy outcomes.