Brand Attitude towards Global Products: A Study among the Youngsters of Kerala

Abstract

Brand attitude is the basis of customers’ activities, and it is a good or unfavourable personal evaluation, emotional sensation, and behaviour propensity that an individual preserves. It refers to a consumer’s overall opinion of a branded product. The study aimed to present the attitude of the youngsters towards global brands from perspectives on entertainment, furnishings, clothing, food, lifestyle, and global products. The study attempted to describe the attitude of the youngsters towards global brands; hence, it is descriptive research. The research was conducted with a sample of 150 respondents, based on random sampling among the youngsters of Kerala. The primary data were collected utilising a structured questionnaire, and using the questionnaire instrument 5 Likert’s scale, the data were using various tools like percentage analysis, mean, standard deviations, ranking, and regression analysis. The study indicated that the income level of the youngsters played a vital role in determining their brand attitude towards global brands. Based on the income level of the youngsters, the brand attitude towards global brands may vary according to the entertainment clothing, food, lifestyle, and global and furnishing brands measures. The role of gender played a vital role in determining the brand attitude of the youngsters in clothing, food, lifestyle, and global brands.