The Youth’s Shift Towards International Brands

Abstract

The research paper aims to understand the dimensions of recent shift of youth buying behavior about several international brands that are launching into the market. Also, it aims to look for the association of emotional value, normative influence, purchase intention, perceived quality, and cost consciousness with brand awareness of international brands. A sample of 200 students from various departments of Punjab University, Lahore was selected. The results showed that there is significant relationship between all the variables. This was a quantitative, deductive and cross-sectional study. Convenience sampling technique was used to collect the data from 200 respondents from the University of the Punjab, Lahore. IBM-SPSS was used to analyses the data and regression was run to test hypotheses. Theoretical and practical contributions along with limitations and future direction are also discussed of the study.