Why are 16-24 year old Indian boys based in London so keen to buy a brand and not a product?

A dissertation submitted in partial

fulfilment of the requirement for

the award of the degree

BA (Hons) Fashion Management

The London College of Fashion

University of the Arts London

Date

Declaration

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with the university.

Signature:

Date:

Acknowledgement

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

Abstract

This research study is an attempt to study that why do the Indian boys living in London and between the ages of 16 to 24 years prefer to buy brand over locally manufactured goods. This research study aims to highlight the reasons due to which the Indian boys between the ages of 16 to 24 years prefer to purchase a brand or a local product. The attractiveness of a particular product may influence the consumers' buying decisions where an 'approach approach conflict' can arise where two products or two alternatives are equally attractive but the youth consumer may choose a product over another because of the preference of brand loyalty or other factors. An 'approach avoidance conflict' occurs when the customer decides to buy a product that has both a positive and negative impact on consumer buying behaviour. Consumer buying behaviour relies heavily on brand loyalty and its perception, therefore marketers have to think carefully when branding to the youth market. An avoidance conflict' takes place when both the products are equally unattractive; in order to create the need to buy the particular avoided product how does the marketer attach positive characteristics to the product. This research study has adopted both qualitative and a quantitative methodology. A questionnaire was constructed and was distributed to the Indian boys, who are aged between 16 to 24 years living in London. The interviews were also conducted with the managers of branded products in order to know the reasons due to which Indian boys opt for the branded products over the locally manufactured goods. Furthermore, two focus group discussions were also carried out in order to understand the consumer's preferences regarding the branded products.

Table Of Contents

DECLARATIONIII

ACKNOWLEDGEMENTV

LIST OF FIGURESX

CHAPTER 01: INTRODUCTION1

1.1. BACKGROUND OF THE STUDY1

1.2. AIMS AND OBJECTIVES3

1.3. RESEARCH QUESTIONS3

1.4. RATIONALE OF THE STUDY3

1.5. ETHICAL CONCERNS4

CHAPTER 02: LITERATURE REVIEW5

2.1. INTRODUCTION5

2.2. BRANDING5

2.3. CONSUMER BEHAVIOUR6

2.3. THEORIES OF CONSUMER CHOICE8

2.3.1. Consumer Socialization8

2.3.2. Social Learning Theory9

2.3.3. Social Cognitive ...