IMPACT OF BRAND STIMULI ON SPENDING BEHAVIOR OF YOUTH IN COSMOPOLITAN CITIES OF NORTH INDIA

Renuka Verma

Open Access

IMPACT OF BRAND STIMULI ON SPENDING BEHAVIOR OF YOUTH IN COSMOPOLITAN CITIES OF NORTH INDIA

pdf

Renuka Verma ¹ ,

⁴ College of Business and Administration, Princess Noura Bint Abdul Rahman University, Riyadh, Saudi Arabia

Abstract

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.

Keywords

Brand stimuli, spending behavior, youth

References

📄 Amaidas S, Chiweshe N. Impact of Branding on Gen Y’s Choice of Clothing, The Journal of the South East Asia Research Centre. 2017; 1(1):79-95.

📄 Fernandez PR. Impact of Branding on Gen Y’s Choice of Clothing”, The Journal of the South East Asia Research Centre. 2009; 1(1):79-95.

📄 Goswami MP. Role of media in developing brand consciousness among youth, International Journal of Interdisciplinary Research in Science Society and Culture. 2017; 3(1):187-197.

📄 Gupta N. Globalization does Lead to Change in Consumer Behaviour: An Empirical Evidence of Impact of Globalization on Changing Materialistic Values in Indian Consumers and its After Effects, Asia Pacific Journal of Marketing and Logistics. 2011; 23(3):251-269

📄 Kumar Prerna, Soni, Vaishali. A Study of Factors Influencing the Buying Behaviour of Youth in Indore City for Branded Apparels, Altius Shodh Journal of Management & Commerce, ISSN: 2348-8891, 2016. Available at SSRN: https://ssrn.com/abstract=2909058

📄 Mc Neal J. Children as Customers. American Demographics. 1990; 12:36-39.

📄 Sahay A, Sharma N. Brand Relationships and Switching Behaviour for Highly Used Products in Young Consumers, Vikalpa, 2010, 35(1).

📄 Singh, Neelam. A study of buying behaviour of youth towards branded fashion apparels in Mawana city “, International Journal of Home Science. 2016; 2(3):33- 37.

📄 Verma AP, Tiwari K. A Study on Consumer’s Perception about Branded Clothing Store and Merchandise Levis Stores & Koutons Store in India, 2010. Retrieved from: www.slideshare.net/.../a-studyon-consumers-perceptionabout-branded.

How to Cite

Renuka Verma. (2024). IMPACT OF BRAND STIMULI ON SPENDING BEHAVIOR OF YOUTH IN COSMOPOLITAN CITIES OF NORTH INDIA. Global Multidisciplinary Journal, 3(09), 1-6. https://www.grpublishing.org/journals/index.php/gmj/article/view/126

Download Citation

Most read articles by the same author(s)

<< < 1 2 3 4 5 6 7 8 9 10 > >>

Global Multidisciplinary Journal

IMPACT OF BRAND STIMULI ON SPENDING BEHAVIOR OF YOUTH IN COSMOPOLITAN CITIES OF NORTH INDIA

Abstract

Keywords

References

How to Cite

Most read articles by the same author(s)

Similar Articles