The Influence of Brand Age on Consumer Behavior in India
Author : Meet Chande
Abstract :
This research investigates the influence of brand age on consumer behavior. The study utilizes a survey methodology to gather data from a representative sample (size to be determined) of consumers. The questionnaire explores various aspects of the brand-consumer relationship, focusing on how a brand's established history or relative newness affects purchasing decisions, brand trust, and marketing effectiveness.
The research aims to identify key insights such as:
- How brand age influences consumer perception of quality and trust.
- Whether brand heritage and nostalgia play a role in purchasing decisions for different age demographics.
- How consumers approach established brands versus newer, innovative brands.
- The impact of brand age on price sensitivity and willingness to pay a premium.
- The effectiveness of marketing strategies tailored to target audiences based on their brand age preferences.
The findings of this research will be valuable for marketing professionals across industries. Understanding how brand age interacts with consumer behavior can inform strategic decision-making in areas like:
- Brand positioning and messaging for established vs. new brands.
- Product development and innovation strategies.
- Customer loyalty programs and retention efforts.
- Developing effective marketing campaigns targeting specific age groups.
By analyzing the collected data, this research will contribute to a deeper understanding of the complex relationship between brand age and consumer behavior. This knowledge can be leveraged by companies to optimize their marketing strategies and ultimately achieve greater success in the marketplace.
Keywords :
Brand age, consumer behavior in India, marketing
