Pai, Yogesh P and Chary, Satyanarayana T and Pai, Rashmi Y (2009) The factors influencing the brand choices among youth aged 18-25 years - a study. In: The factors influencing the brand choices among youth aged 18-25 years - a study. Proceedings of the International Conference on Management Research, February 14-15, Trichy,.
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Abstract
This paper reports the results of a study of factors influencing brand choices among youth within the age 18-25 age group. The study explores attributes for purchasing different product categories and investigates the dimensions among metros, non-metros and upcoming metros. The study concludes that there is a significant difference in the dimensions among metros, non-metros and upcoming metros and vary by product type.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | youth media preferences, brand community |
| Subjects: | Management > MIM Manipal |
| Depositing User: | MIM User |
| Date Deposited: | 30 Mar 2016 13:48 |
| Last Modified: | 30 Mar 2016 13:48 |
| URI: | http://eprints.manipal.edu/id/eprint/145700 |
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