PREFERENCE OF

YOUTH TOWARDS
FOREIGN BRAND
AND INDIAN BRAND

IN TRO D U CTIO N
Brand is very crucial for any industry or
company. For, the consumer are reluctant to try
out unknown brand. And brand loyalty is fickle .
Companies know this tenet which is why they
work relentlessly towards brand building .

The emerging post WTO scenario we are in for

greater brand clutter with thousand of brands
entering in the market and the battle for
occupying mind space for preference level is
most likely to be seen on the television.

Media inflation is on the rise and brands are going to be

built through diifferent promotion channel for making
their brand preeferred. This disseration will look at the
preference level of youth towards foreign and indian
brand and foreign brand.
The main objective of my disseration is to understand
the preferrence of youth on Indian and foreign brand by
taking into considearation various attributes . As foreign
brand are entering the indian market thus affecting the
preferrrence level of consumers

BRAN D IN G

A successful brand is the most valuable resource

a company has. In fact, one authority spectulates
that brands are so valuable that companies will
soon include a statement of value addedum to
their balance sheets to include intagibles such as
the value of their brands . Brands are used as
external cues to taste, design, qualify, prestige,
value, and so forth. For example , the value of
Kodak, Sony, Coca-cola, Toyota and Marlboronis
indisputable.

PRO D U CT ATTRIBU TES

Use /Application
User/Customer
Celebrity/Celebrity
Lifestyle/Personality
Competitors

CO N SU M ER BU YIN G BEH AVIO U R

The consumer buying process is a complex

matter is many internal and external factors have

an impact on the buying decisions on the
consumer.
When purchasing a prodect there several

processes , which consumers go through .

TYPES O F CO N SU M ER
BU YIN G BEH AVIO U R
1. Problem /Need Recognition
2. Information search
3. Evaluation of different purchase

options
4. Purchase decision
5. Post purchase behaviour

BRAN D CREATIO N M O D EL :
1. Inception of an idea or product
2. Name or symbol of product
3. Successful launch of product
4. Brand recognition
5. Top of mind recall

CO N CLU SIO N
The preference for Indian brand is

maximum in mind of the youth. The

satisfaction level of youth towards Indian
brand is maximum as compared to foreign
brand . Still Indian brand is leader in the
textile market with reference to youth .
With the increasing globalization of world
markets , giant multinational companies
have begun competing with each other
,rather than their demestic rivals to enlarge
their market.

TH AN K
YO U