CONSUMER ATTITUDES TOWARDS LOCAL VERSUS GLOBAL BRANDS IN EMERGING ECONOMY: STUDY AMONG YOUTH

This study investigates the attitudes of young consumers towards global and local brands in emerging economies, focusing on individuals aged 15–25. With increasing exposure to both local and global brands, youth represent a critical market segment, however the factors influencing their brand choices remain insufficiently examined. This research seeks to understand how cultural identity, brand loyalty, perceived value, and price sensitivity shape these preferences. Existing literature indicates that Global brands are often associated with higher quality and status, while Local brands maintain popularity through cultural relevance and affordability. The study aims to explore how these variables influence brand perception among youth. Adopting a mixed-method approach, the study collected primary data through structured questionnaires targeting individuals in the 15–25 age group. Secondary data were sourced from academic publications, market reports, and online databases. Findings reveal that while global brands are admired for their image and quality, local brands are preferred for their affordability and cultural alignment. Young consumers balance value-consciousness with aspirational choices, often shaped by peer influence and social media trends. This research provides valuable insights for marketers seeking to position brands effectively in youth-driven economy. However, limitations include the restricted demographic scope and reliance on self-reported data, which may affect generalizability. Future research studies could extend to wider age groups and regions for deeper insights. Keywords: Consumer behaviour, Youth Marketing, Brand preference, Global vs Local Brands, Emerging market.