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.

Brand stimuli, spending behavior, youth

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