Brand Consciousness Among Youth In Mumbai: A Study

Rapid economic growth has resulted in change in consumer spending which has far reaching implications for the manufacturers, marketers and retailers of consumer goods and services. . Demographic changes in India is opening up new economic opportunities with the rising productive population which is fueling growth and driving personal consumption. Brands are becoming ubiquitous and a part of everyday living especially amongst the youngster across the globe. The youth of today are extremely aware of the various brands in the market and are conscious of the products they use or consume. Brand consciousness is a shopping orientation which is characterized by the degree to which a consumer is oriented toward buying well-known branded products. A better understanding of the concept of brand consciousness in a VUCA - volatility, uncertainty, complexity, and ambiguity environment will help the marketers to frame their marketing strategies accordingly. The present book is an attempt to examine the level of brand consciousness among the youth.