Brand Consciousness among Teenagers in India: An Empirical Study

Abstract

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

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