Are today’s youth brand-oriented? Exploring the factors influencing their preferences

The 21st century has witnessed a significant transformation in lifestyles driven by globalization, industrialization, technological advancements and revolutionary developments in the ways todays world communicates. These interventions have not only connected diverse populations but also fostered a sense of homogenisation in consumer preferences and trends, especially among the youth. It can be argued that in this world, youth across urban and rural regions appear to share common trends in fashion, technology, and lifestyle choices, influenced by a globally interconnected market. In the context of youth, a question arises wrt how the students who are studying in the Government schools or who are less privileged, are affected by the brands? How do they manage to buy these products? Is it causing a negative impact on their personality development and how do they overcome this influence? All these will be analyzed in this research paper using statistical analysis.