A STUDY ON FAVORITE BRANDS PREFERRED BY CURRENT COLLEGE STUDENTS

Authors

  • Dr. K. K. Ramachandran

Abstract

India is one of the youngest countries in the world as the age of the major chunk (65%) of
the country's population is below 35 years. Among this younger population, people belonging to the
age group between 18-23 years, which is also the potential age for attending college, constitute the
major segment. As Indian market has been a part of the globalized world market since it opened the
economy in 1991, it has become a highly competitive market. Indian as well as foreign based
companies are hectically vying for winning over the loyalty of this group of Indian consumers
because the survival and sustainability of their business absolutely depend on to what extent they
make inroads in to this segment. The best way to succeed in this situation is to build strong brands.
The first step in building a strong brand is to find out the top existing brands in the mind of these
customers and reasons behind their leadership position in their minds. In this context, the
researchers, by carrying out this research, would like to find out the top 10 favourite brands of
current college students, apart from that, they would like to unravel demographic, psychographic,
behavioral characteristics of consumers and their brand choice.

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Published

2020-12-03

How to Cite

Dr. K. K. Ramachandran. (2020). A STUDY ON FAVORITE BRANDS PREFERRED BY CURRENT COLLEGE STUDENTS. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 9505 - 9514. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/2496