KIIT SCHOOL OF MANAGEMENT KIIT UNIVERSITY BHUBANESWAR 751024

A STUDY ON CONSUMER BEHAVIOR OF YOUTHS TOWARDS BRANDED PRODUCTS

SUBMITTED TO :PROF.R.N.SUBUDHI DR.SASMITA MISHRA COMPILED BY:ASTHA (101) IPSITA (103) LIPSA (104) ARITRI (106) GROUP-19 (SEC-B)

DECLARATION
We hereby declare that all the work presented in the project report entitled, A Study on the Consumer Behavior of Youths towards Branded Products of the subject Business Research Method at KSOM, KIIT UNIVERSITY, Bhubaneswar is an authentic record of our own work carried out under the guidance of Prof R. N. Subudhi and Dr. Sasmita Mishra.

Date: 25-04-2012

Astha Rani

(11202101)

Ipsita Chakraborty (11202103) Lipsa Mohapatra Aritri Samaddar (11202104) (11202106)

Contents
EXECUTIVE SUMMARY ............................................................................................................................... 5 OBJECTIVE OF STUDY ................................................................................................................................. 6 PRIMARY OBJECTIVE ................................................................................................................................. 7 SECONDARY OBJECTIVES .......................................................................................................................... 7 RESEARCH METHODOLOGY .......................................................................................................................... 8 QUESTIONAIRE DESIGN ............................................................................................................................. 9 SAMPLING ..................................................................................................................................................... 9 INTRODUCTION......................................................................................................................................... 11 BRANDS ....................................................................................................................................................... 11 Why Youngsters Prefer Branded Products? ............................................................................................ 12 Research Objective ................................................................................................................................. 13 Research Problem ................................................................................................................................... 13 Research Issues ....................................................................................................................................... 14 Research Design ...................................................................................................................................... 14 Hypothesis............................................................................................................................................... 15 ANALYSIS AND INTERPRETATION.......................................................................................................... 20 DATA ANALYSIS ....................................................................................................................................... 20 DATA ANALYSIS BASED ON QUESTIONNAIRES ................................................................................... 20 CHI-SQUARE TEST.................................................................................................................................... 45 FINDINGS..................................................................................................................................................... 48 LIMITATIONS OF THE RESEARCH.................................................................... Error! Bookmark not defined. CONCLUSION ............................................................................................................................................. 53 SCOPE OF FUTURE RESEARCH ................................................................................................................ 54 ANNEXURE.................................................................................................... Error! Bookmark not defined. QUESTIONNAIRE ......................................................................................................................................... 56 BIBLIOGRAPHY.60

ACKNOWLEDGEMENT
We express our deep gratitude to Prof R.N. Subudhi and Dr. Sasmita Mishra of KSOM, KIIT University, and Bhubaneswar for their constant support, guidance and motivation which helped us immensely in completing this project. The project provided us with an opportunity to understand the fundamentals of research methods in a better manner and apply them. The insistence on taking up a relevant topic like study on the consumer behavior of youths towards branded products aided us in well understanding the psychology of the youths using different brands and correlates the research to human behavioral aspect and their impact on Business and marketing.

We would also like to thank our respondents for giving us their valuable time and providing us with the information needed to carry out the research successfully.

EXECUTIVE SUMMARY
The value or craze for the brands is gaining a lot of popularity these days with almost all of the youths using one or the other such brands. These have played a crucial role in the life of many youngsters as they feel that it is a part of society and also by opting for various new brands they can show that they are following some new fashionable things and also their status in the society. It has become a popular and a potential mean for them to their friends,colleagues that they arecarrying something which is new and has demand in the market. The question regarding the preference of brands among youngsters and the craze among them for the new products. It is a very subjective question to answer and is very opinion based and the same is reflected in the research methodology adopted by us. The report is initiated with the definition of the objective followed with the research methodology used along with the research design, sample size, methods used for the purpose of conducting survey. It also incorporates the sampling frame and the data collection procedure. Subsequent to this is the Introduction to the preference of brands along with a brief description of the most popular brands. Then the issues of
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concern which have come up along the way in all these years since these brands gained popularity are discussed. The various issues and concerns of the respondents are also incorporated there. The next part of the research has the literature surveys which are the articles we took up from the published reports. We then analyzed and interpreted the data at length. The last part deals with the suggestions and recommendations that the group has come up with after carefully analyzing and incorporating the opinion of all concerned.

OBJECTIVE OF STUDY In this modern era, the world has become too small to market the newer brands and other stuffs. Marketing has become effective as never before thanks to the advent of the craze of various branded products among the youngsters. The advertisement have also played a crucial role in bridging boundaries and crossing the seas and bringing all branded items at a common platform where the peoples who are interested in purchasing of branded items can purchase them, especially among the youngsters who are more fond of these branded stuffs. Hence the objective that we wanted to achieve through our research is to: PRIMARY OBJECTIVE: To understand Why youngsters are more inclined towards the branded stuffs. SECONDARY OBJECTIVES: 1. Does the advertising of any new product have any impact on purchasing the brands? 2. Why are they more inclined towards any particular brand? 3. Does the presence of any star or any influential person in the advertising of a product have any impact on purchasing of that product? 4. What are the various factors that influence the youngsters to go for a particular brand?

RESEARCH METHODOLOGY

A considerable amount of work has been done in this field and several articles are available on the internet and magazines about the preference of brands by the youths. So first we carried out a literature survey of the available data for collection of secondary information. We followed it by a descriptive research design in order to understand the problem and carry out the research in a lucid manner.

Data Collection method: After secondary data collection through data collection over the internet, a primary research was carried out through a questionnaire. The questionnaire was well structured and the responses were sought from the respondents. The nature of the questions was such that it avoided ambiguous responses from the respondents and it also helped in quick analysis of the data collected. Two methods of questioning were used for the data collection: 1). Person Assisted: The responses were collected by personal questioning. The responses were taken from the students in the KSOM & KIIT University. This form of questioning helped the respondent to understand the questions better and answer accordingly.

2). Questionnaire: Structured questionnaire is made and responses were sought from the respondents. Secondary Research:A secondary literature revive will be done to study the reasons behind the behavior of youths towards branded products and what are the various impacts on Business. QUESTIONAIRE DESIGN: Questionnaire was divided into five major heads: General information Parameters of preferring a particular Brand Preference of Style Their analysis of Brands

SAMPLING: Sampling Design: The target population for our research was defined as the students who form the major chunk of users of these brands. This was done to have a better insight into the research as the target population was one which is the most avid user of these brands and could provide good responses. Even the understanding of the questionnaire was easy to them as they were familiar with the brands and quite clear about the reasons they use it for and the various

reasons attached to it. The extent of the survey was limited to the KSOM AND KIIT university students, Bhubaneswar. Sampling frame can be defined as all the users of Brands in the vicinity. Once the sampling frame was decided, simple random sampling method was used to select the respondents. In the person assisted survey, almost everyone in the sampling frame had an equal chance of being selected and we got the responses filled through those people who were readily and willingly accepting to fill it.

Sampling Technique: Convenient Sampling Sample Unit: Students of KSOM and KIIT University Sample Frame: Users of various brands in KSOM, Bhubaneswar Sample Size: 50
DATA ANALYSIS

We had 50 filled up questionnaire. The data from these questionnaires was analyzed through following techniques. CLUSTER ANALYSIS: Cluster analysis or clustering is the assignment of a set of observations into subsets (called clusters) so that observations in the same cluster are similar in some sense. Depending upon the various motivating factors and the styles of usage hierarchical clustering techniques was applied. There was no needing felt for factor analysis as only few variables emerged from the study.

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INTRODUCTION BRANDS: A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. The various roles of branding are as follows:a) Identify the market b) Simplify product handling c) Organize accounting d) Offer legal protection e) Signify quality f) Create barriers to entry g) Serve as a competitive advantage h) Secure price premium After, the introduction of the brand, the branding of the product is also required, thus we can define Branding as the endowing of products and services with the power of the brand. Branding is an important aspect for any company as it signifies its value in the market as well as the customers become more familiar with the product.

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LITERATURE REVIEW

Why Youngsters Prefer Branded Products? The customer engagement process with any specific brand reflects focus of customer over several essentials. These important facts include status and fetish derive from the brand, its uniqueness, peculiarity and quality, hedonic pleasure of a brand, functional features and finally financial associations with any brand. Therefore it is of critical importance for any luxury brand manager to understand the customer in order to develop a customer caring brand strategy. There are many consumers who are related with particular brands because that brands offer them a feeling of pleasure and success. Similarly there are many brands in the customer purchase portfolio that are just for ostentation and show off. So managers must try to depict profile of these consumers too in their branding strategy. On the same pattern managers must be aware of other class of customers whose purchases are not subjected to the price of the product. They look for quality and appeal of any brand before making their purchase. The sustainability and the growth of luxury brands are based on its customer base. Major portion of the consumers is the young generation. Research must be performed by the brands managers in clearly evaluating the behavior of this market segment. This fragment of market is mostly desirous for more lavish brands. They are keen for the extravagance and profligacy of the brands that they add to their portfolio. The emotional association of youth to the brand is particularly because of gain in respect, honor, fame and popularity. The flamboyant nature of youth is appealed by the symbol of success, pleasure and achievement offered by particular brand. Thus marketers
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must involve these youngsters in their customer segment to divulge the better branding strategy. Thus, an appropriate brand strategy must endeavor to develop brand associations of the customers with the brand. These brand relations can help to symbolize brand and to integrate self concepts of brand with the customers. The effective measures would increase the efficacy of luxury brand strategy and would enable firms to harvest more profits even in trade and industry downturn. Brands preference is the process of selecting the product with the brand value associated with it is called brand preference. It increases the market competition among the competitors which results in decrease in price of a particular product and the customers gain from it. Research Objective: 1. To find out the brand adaptability in India on youngsters. 2. To predict the consequences of a brand after its launch Impact on youngsters. Impact on companies outlets. 3. To give recommendation on how the companies reacts on the demands by the youngsters. Research Problem: 1. What should the companies do to satisfy each segment of its consumers? 2. What should the companies do to handle its consumers? 3. How to handle the changes in fashion trends? 4. How teen youngsters chose their brand preferences?

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Research Issues: 1. Indian market scenario :Can the Companies take a stand? 2. Brands are spread to large extent that is-: From cloths to mobiles and from watches to vehicles. 3. In India maximum population is middle class family and the various brands have to look into this matter and should target every segment. 4. Every brand product should be easily available in the market. Research Design: Our questions will be both open ended and close ended. We are going to use two types of data resources: 1. Primary data-To be collected from the sample using questionnaire 2. Secondary data-Published research articles, News items, Exhibits, Ad war , Opinion polls Selection of sample-We will follow the stratified sampling method. Our sample size will be 50.The population is divided into different strata like students, faculties, and employees, retailers of various companies outlets, households and companys employees. Data gathering-We will collect the data by questionnaire and secondary data sources. It will take 15 days of time to develop the questionnaire and collect the data.

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Hypothesis: 1. There will be no difference in the usage pattern of the preferences of brands. 2. There will be no difference in the price war among the companies after the launch of new products. 3. There will be no impact on the profitability of various brands. 4. Sales of the companies do not depend on the quantity of brands sold to youngsters.

ARTICLES FROM INTERNET:ARTICLE-1

The Role of Brand Image, Product Involvement, and Knowledge in Explaining Consumer Purchase Behavior of counterfeit: Direct and Indirect Effects. Author(s): Dr. Xuemei bian, (university of hull), Prof. Luiz Moutinho, (University of Glasgow Business School) "The Role of Brand Image, Product Involvement, and Knowledge in Explaining Consumer Purchase Behavior of Counterfeits: Direct and Indirect Effects", European Journal of Marketing, Vol. 45 Iss: .. Objective: Increase demand for counterfeit branded products (CBPs) makes the study of determinants of consumer CBPs purchase behavior more worthwhile than ever before.

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Methodology: The conceptual model and hypothesis are tested using hierarchical regression analyses. Findings: brand personality plays a more dominant role in explaining PI of CBP than other influential factors. Involvement/knowledge has no significant influence on CBP PI. Evidence of involvement as a moderator does not exist. Brand image is not a mediator of the effects of involvement/knowledge on PI. ARTICLE-2 Immigrants' use of prestige brands to convey status Author(s):Lynn Eunjung Kwak, (The School of Human and Consumer Science, Ohio University, Athens, Ohio, USA), Jane Z. Sojka, (College of Business Administration, Ohio University, Athens, Ohio, USA). Lynn Eunjung Kwak, Jane Z. Sojka, (2010) "If they could see me now: immigrants' use of prestige brands to convey status", Journal of Consumer Marketing, Vol. 27 Iss: 4, pp.371 - 380 Objective: The purpose of this study is to examine the degree of ethnic identity and demographic characteristics (the length of residency in the USA, education, income, age, and origin of ethnicity) in relation to brand purchases for status. Methodology: The research is based on a survey of 324 retail customers of Hispanics (n=173) and Asians (n=151) with analysis performed using regression analysis, t-tests, and ANCOVA. Findings: The stronger an immigrant identifies with his/her ethnic culture, the more likely he/she is to purchase high-priced branded
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products for status purposes. Immigrants with higher incomes are more likely to purchase high- priced prestige brands. Younger immigrants report a greater propensity to purchase high-priced prestige brands.

ARTICLE-3 Pay more gets more? What buyers say Author(s): Betsy D. Gelb, (Sachnowitz Professor of Marketing and Entrepreneurship at Bauer College of Business, University of Houston, Houston, Texas, USA). Betsy D. Gelb, (2010) "Pay more get more? What buyers say", Journal of Business Strategy, Vol. 31 Iss: 5, pp.59 - 64 Objective: Buyers observing premium prices may believe that you get what you pay for, but do buyers seeing low prices believe that you do not get what you do not pay for? This research tested the idea that these two statements often prompt different perceptions. Methodology: Data came from a questionnaire completed by 105 working professionals in an evening MBA program at a metropolitan university. A randomly selected half received one version, asking about the statement you get what you pay for. The other half received an otherwise identical version asking about you do not get what you do not pay for. All were asked whether they believed the statement, Yes or No, and then asked to offer an example from their own experience to support that answer.

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Findings: As expected, different examples were offered, depending on the statement. Examples agreeing that you get what you pay for disproportionately involved quality. Examples of you do not get what you do not pay for disproportionately involved service or extras whether they were examples in support of agreeing or disagreeing. Most respondents agreed with whichever statement they saw, but more agreed with you get what you pay for.

ARTICLE-4 An exploration of men's brand relationships Author(s):Linda Tuncay Zayer, (Loyola University Chicago, Chicago, Illinois, USA), Stacy Neier, (Loyola University Chicago, Chicago, Illinois, USA). Objective: The purpose of this paper is to examine the applicability of the consumer-brand typology developed by Fournier to a segment of heterosexual male shoppers of fashion and grooming products. Methodology: In-depth interviews, collage constructions, and shopping trip observations are the three methods of inquiry in this research. Findings: A total of 13 of the 15 brand relationships detailed by Fournier are affirmed. Three new relationships emerge in the data demonstrating the fluidity of the typology across market segments and socio cultural contexts.

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ARTICLE-5 Does brand equity vary between department stores and clothing stores? Results of an empirical investigation Author(s):Ravi Pappu, (UQ Business School, University of Queensland, Brisbane, Australia), Pascale G. Quester, (University of Adelaide Business School, University of Adelaide, Adelaide, Australia).Ravi Pappu, Pascale G. Quester, (2008) "Does brand equity vary between department stores and clothing stores? Results of an empirical investigation", Journal of Product & Brand Management, Vol. 17 Iss: 7, pp.425 435. Objective: The purpose of this paper is to examine whether retailer brand equity levels vary between department store and specialty clothing store categories. Methodology: Categorization theory is used to explain the differences in retailer equity across the two different store categories. A doubly multivariate design is incorporated in a structured questionnaire used to collect data. Findings: Results suggest that retailer brand equity varies significantly between department store and specialty store categories. Department store brands yielded significantly higher ratings for all the retailer brand equity dimensions than specialty store brands.

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ANALYSIS AND INTERPRETATION DATA ANALYSIS The following data analysis tools were used for the primary data, which was collected using structured-closed-ended questionnaire (see Annexure). Crosstabs Chi-Square

DATA ANALYSIS BASED ON QUESTIONNAIRES

TABLE-1 AGE OF THE RESPONDENTS

AGE Cumulative Percent 60.0 100.0

Frequency Valid 18-25 25-35 Total 30 20 50

Percent 60.0 40.0 100.0

Valid Percent 60.0 40.0 100.0

20

40
60

18-25 25-35

Figure 1

INTERPRETATION

As, figure 1 shows that among 50 respondents, 60% of the respondents fall between the age of 18-25 years and 40% fall between the age of 25-35.

TABLE-2 OCCUPATION OF THE RESPONDENTS

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Frequency Valid BUSINESS 11

Percent 22.0

Valid Percent 22.0

Cumulati ve Percent 22.0

SERVICE

14

28.0

28.0

50.0

STUDENT

25

50.0

50.0

100.0

Total

50

100.0

100.0

FIGURE-2

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22 50 28

BUSINESS SERVICE STUDENT

INTERPRETATION

Figure 2 shows that among 50 respondents 50% are the students and 22% are businessmans & 28% are the service-holders. So, from this we can conclude that majority of the respondents are students.

TABLE-3 PERCENTAGE OF RESPONDENTS FOLLOW ADVERTISEMENTS

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FIGURE-3

4 1 Yes 46 44 2 No 3 Sometimes 4 Can't say 6

INTERPRETATION

In figure 3 it shows that among 50 respondents 46% respondents agreed that they follow advertisements and
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44% of the respondents says Sometimes & 6% says No,whereas 4% said Cant Say.

AWARENESS ABOUT NEW BRANDS BY 1. NEWSPAPER TABLE-4

FIGURE-4

25

INTERPRETATION

In the figure 4 it shows that among 50 respondents, 48.6% of the total respondents believe that they came to know about new brands from newspaper and they give them a highest rating of 3 out of 5.

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2. TELEVISION

TABLE-5

FIGURE-5

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INTERPRETATION

In the figure 5 it shows that among 50 respondents, 54.3% of the total respondents believe that they came to know about new brands from television and they give them a highest rating of 1 out of 5.
3. RADIO

TABLE-6

FIGURE-6

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INTERPRETATION

In the figure 6 it shows that among 50 respondents, 54.3% of the total respondents believe that they came to know about new brands from radio and they give them a highest rating of 5 out of 5
4. BILLBOARDS

TABLE-7

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FIGURE-7

30

INTERPRETATION

In the figure 7 it shows that among 50 respondents, 42.9% of the total respondents believe that they came to know about new brands from billboards and they give them a highest rating of 4 out of 5.

5. INTERNET

TABLE-8

FIGURE-8

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INTERPRETATION

In the figure 8 it shows that among 50 respondents, 34.3% of the total respondents believe that they came to know about new brands from internet and they give them a highest rating of 4 out of 5. Hence in a nutshell we can see that television has been preferred the most in the scale of 1-5 by most of the respondents.

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TABLE-9 WHAT INFLUENCE THE RESPONDENTS TO GO FOR A PARTICULAR BRAND

FIGURE -9

6 3
CELEBRITY

9 32

RELIABILITY PRICE STATUS SYMBOL

INTERPRETATION

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In the figure 9 it shows that among 50 respondents, 32% of them are influenced by Reliability factor so as to go for a particular brand.

TABLE-10 CHANGING OF BRAND

FIGURE -10

2 16 50 32

YES
NO SOMETIMES CAN'T SAY

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INTERPRETATION

In the figure 10 it shows that among 50 respondents 50% of them sometimes change their brands and 32% of them do not change their Brands. So, from this we can see that the respondents decision fluctuate in context to their respective brands.
TABLE-11 PURCHASE FROM EXCLUSIVE SHOWROOM

FIGURE-11

35

36 64

yes no

INTERPRETATION

In the figure 11 it shows that among 50 respondents 64% of them said YES whereas 36% of them said NO. Therefore we can say that majority of them purchase from exclusive showrooms.
TABLE-12 BRANDED PRODUCT PROVIDE CUSTOMER SATISFACTION

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FIGURE-12

36

yes

64

no

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INTERPRETATION

In the figure 13 it shows that among 50 respondents 64% of them said YES whereas 36% of them said NO. So, we can see that majority of the respondents are satisfied by branded products.
TABLE-13

STYLE PREFERENCE

38

FIGURE-13

INTERPRETATION

In the figure 13 it shows that among 50 respondents 68% of them prefer casual style whereas 18% of them prefer formal. So, we can see that majority prefer casual style.

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TABLE 14- SACRIFICE QUALITY FOR PRICE

FIGURE-14

24 76

YES NO

INTERPRETATION- In the figure 14 it shows that among 50 respondents

76% of them said NO whereas 24% of them said YES. So, we can see that majority of them cannot sacrifice quality for price.

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TABLE-15 SHOPPING FREQUENCY

FIGURE-15

26

46 30

NEVER RARELY OCCASSIONALL Y FAIRLY

34

41

INTERPRETATION

In the figure 15 it shows that among 50 respondents 34% of them said fairly shop, 30% of them occasionally, 26% of them frequently shop, 6% of them rarely shop and 4% of them never shop. So, we can see that majority of them shop occasionally.
TABLE-16 PURCHASE OF UNETHICALLY MANUFACTURED PRODUCT

FIGURE-16

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INTERPRETATION

In the figure 16 it shows that among 50 respondents 76% of them said NO whereas 24% of them said YES. So, we can see that majority of the respondents do not purchase products which are unethically manufactured.
TABLE-17 BRAND RECOGNITION

FIGURE-17

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INTERPRETATION

In the figure 17 it shows that among 50 respondents, 66% of them have secured 40 marks out of 40, 20% of them have secured 35 out 40, 12% of them have secured 30 out of 40 and 2% of them have secured 25 out 40 marks. So, we can see that majority of the respondents are very much aware of the brand logos which shows that they just not know the name of the brand but also know their respective logos.

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CHI-SQUARE TEST

We also have done Chi-square test in order to find out whether there is a significant association between the two variables. IN FIRST CASE: First we have tested that whether there is a significance association between the age and frequency of changing of brand helpful in buying products. H0: There is no significant association between the age and frequency of changing of brand helpful in buying products H1: There is a significant association between the age and frequency of changing of brand helpful in buying products
Chi-Square Tests Asymp. Sig. (2sided) .288 .292 .074

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 3.762a 3.729 3.187 50

df 3 3 1

a. 5 cells (62.5%) have expected count less than 5. The minimum expected count is 1.20. INTERPRETATION-The value of the chi-square test is coming at 3.762 at

0.288 means 5% level of highly significant association. So, there is a

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significant association between the age of the consumer and frequency of changing of brand helpful in buying the products .Thus we accept the null hypothesis.

IN SECOND CASE:

In the second case we have tasted whether there is a significant association between age and particular brand specification easy to understand. Ho: There is no significant difference between the age and particular brand specification easy to understand H1: There is a significant difference between the age and particular brand specification easy to understand
Chi-Square Tests

Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 1.339a 1.347 .792 50

df 3 3 1

Asymp. Sig. (2-sided) .720 .718 .374

a. 4 cells (50.0%) have expected count less than 5. The minimum expected count is .80.

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INTERPRETATION

The value of the chi-square test is coming at 1.339 at .720 ** means low level of significant association.. So, there is a possible significant association between the age of the consumer and particular brand specification easy to understand.

In the third case:

In the second case we have tasted whether there is a significant association between often shopping and purchase from exclusive showroom. H0- There is no dependency between often shopping and purchase from exclusive showroom

Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases .978a .995 .085 50 df 4 4 1 Asymp. Sig. (2sided) .913 .911 .771

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a. 5 cells (50.0%) have expected count less than 5. The minimum expected count is .72.

Interpretation - The value of the chi-square test is coming at 0.978 at .913 ** means low level of significant association.. So, As the significance level is more than 0.50, we reject the Null Hypothesis. H1 often shopping and purchase from exclusive showroom is dependent to each other.

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FINDINGS After conducting the small survey of 50 respondents through questionnaire method we found the following:1. Most of the population is students that are between the age group of 18-25. 2. Most of the population prefers brand specification as the major liking especially between youngsters. 3. Through this survey we found that most of the population follows brand specifications which are shown on the television or newspaper or any other media. 4. Most of the brand specification prefers promotional television advertisements. 5. Through this analysis, we also found that online advertisements are influencing brand image into a great demand in todays world especially for the youngsters. 6. Through brand logo reorganization we found that most of the people know the logo of LEVIS so, from this we can determine that most of the people prefer to consume LEVIS products. 7. In brand ambassadors recognition, most of the people able to recognize the brand ambassadors of REID & TAYLOR (AMITABH BACHAN) so, again we can determine that most of the people

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prefer the REID & TAYLOR products especially in the case of clothes. 8. We have done Chi-square test to know whether there is any relation between the age and gender with types of media help to buy the branded products and type of media is easy to understand. So through this test we saw that there is a relation between the age of the consumer and types of media advertisements helpful in buying the branded products and types of media advertisements easy to understand but there is no significant relation between the sex of the consumer and types of media advertisements helpful in buying products and types of media advertisements easy to understand by consumer.

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LIMITATIONS OF RESEARCH Though the research that we have conducted was merely a successful one ,we tried to cover every aspect of our research topic but there are some lagging or shortcoming that came as barriers in our research topic. Some of the barriers are discussed below: 1. Our survey is restricted in the Patia area only. 2. Most of the respondents are students and professors, Persons engaged in other professions like business, service holders there proportion is quite low, so we cannot get the overall view of the persons engaged in different profession regarding our research. 3. Most of the people are reluctant to fill up the questionnaires after several request from our side they somehow filled up the questionnaires. 4. Most of the people were not serious in filling up the questionnaires they were not following the instructions properly like in some cases while evaluating we found that where we have instructed to choose one among the five there, they have chosen two or three instead of one. So, while analyzing we faced a lot of difficulties.

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5. Some of the respondents left some questions blank without answering. So we couldnt get the accurate result of our data analysis. 6. In ranking questions, most of the people were confused about which one to rank and in what basis. Some of the people have done repetitive ranking while it was mentioned that each one should hold a different ranks. 7. Most of the people did not have much knowledge about certain aspects like types of television advertisements so; the answer they are giving is not a genuine one like they are putting tick to any option without knowing its significance.

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CONCLUSION Brand preference is a vital marketing tool as well as powerful market for young generation. The basic objective of any brand specification is to stimulate sales, directly or indirectly by trying to make lofty claims about product performance. Companies continue to spend large sums of money on advertising, which is one of the most important and visible marketing tool. Advertising has become so integral part of life and society that one cannot imagine any event, newspaper, magazine, or television serial without advertising. In this study, we found that brand specifications are mostly preferable by young generation. But generally consumers see the preference pattern of the brand in their own way; it differs from person to person. Through this research we able to cover some of the important aspects like which type of brands do the consumers mostly preferred. Whether brand specifications affect the consumers in buying the products or not or whether the consumer follows the advertisements or not. Through frequency distribution table and pie chart diagram we got a positive response on these questions. Through chi-square test and t-test we found out the existing relationship between the certain parameters which give us complete and clear results of the respondents. This study attempts to investigate factors affecting web users preference for brand specifications .Results show that viewers prefer pictorial ads to verbal ads. However, the effect of ad location on viewer
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preference is insignificant, and so is the interaction between web page modality and ad modality. Moreover, viewers ad preference is affected by the interaction between ad modality and ad location. So, we would like to conclude by saying that the survey which we have conducted was mere a successful one.

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SCOPE OF FUTURE RESEARCH The current research represents initial steps towards recognizing and understanding the consumers preference towards brand. Although the central idea of this research work is that companies need to design their advertisements according to the preference pattern of the young generation. Ideally an advertiser wants his customers to open to interact with them, either proactively or at the advertisers initiation .Future research can be study in the way that the organization interaction tendency can be boosted through young generation. The ultimate goal is to have benefit for the consumers as well as for the advertisers so that the win-win situation is created. Further research can also be extended to the current study to examine systematically how consumers interaction preference influences their response to the brand specification.

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ANNEXURE
Dear Respondents, We the students of KIIT School of Management, MBA-I. We are conducting a survey on Consumer Behavior of Youths towards Branded Products. We humbly request you to please spare your valuable time to help us to fill this questionaire.Your valuable feedback would be kept confidential. Thanking you in anticipation. Regards,
Astha Rani (11202101)

Ipsita Chakraborty (11202103) Lipsa Mohapatra (11202104) Aritri Samaddar (11202106)

SEC-B, MBA- 1

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QUESTIONNAIRE
1. Name: - ___________________ Put a tick mark in one of the box which you find as the most appropriate one. 2. Age. a. 18 to 25 b. 25 to 35 c. 35 to 45 d. 45 & above 3. Occupation. a. Business b. Service please specify. 4. Do you follow Advertisements ? a. Yes b. No c. Student d. Others

5. From where do you come to know about new brands? Do rate them on a scale of (1 to 5). a. News paper e. Internet f.Others please specify b. Television c. Radio d. Billboards

6. What influences you to go for a particular brand? a. Celebrity b. Reliability c. Price d. Status symbol

7. Does celebrity in an advertisement influences you to purchase a particular brand?

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a. Yes

b. No

8. How frequently do you change your brand? a. Not at all (Loyal) d. Frequently b. Rarely e. Always c. Sometimes

9. Do you prefer to purchase from exclusive showroom? a. Yes b. No

10. Branded products provide total customer satisfaction. a. Yes b. No 11. What style do you prefer? a. Urban b. Casual

c. Formal

d. Designer

12. Will you sacrifice quality for price while buying? a. Yes b. No 13. How often do you shop? a. Never b. Rarely d. Fairly e. Frequently

c. Occasionally

14. Would you purchase a product if it is unethically manufactured? (e.g.: child labor, use animal fats or skin) a. Yes b. No

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15. Please identify the following brands?

Thank you so much for your valuable time.

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BIBLIOGRAPHY

Michigan state university journal.( Controllable Factors of New Product Success: A Cross-National Comparison by Roger J. Calantone, Jeffrey B. Schmidt, X. Michael Song . Process, Management, Vol. 11 Iss: 1, pp.14 42(Determination of Critical Success Factors for new product,by Pollaphat Nitithamyoung (School of the Built and Natural Environment, Glasgow Caledonian University, Glasgow, UK). Research paper by Property Management, Vol. 29 Iss: 2, pp.195 212 written by Sadi Assaf. Book by Philip Kotler of marketing management.

Internet sites
1. en.wikipedia.org/wiki/Youth_marketing

2. www.businessanalyst.com

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