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\title{Is Youth Brand Conscious}
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\begin{document}

             \author[1]{  Hafiz.M.Ahmed}

             \affil[1]{  University of Lahore}

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\date{\small \em Received: 9 December 2012 Accepted: 31 December 2012 Published: 15 January 2013}

\maketitle


\begin{abstract}
        


This research was conducted to gauge the perception about the more brand conscious gender, awareness regarding the quality, effect of brand name, if brand consciousness is good and whether youth has become more brand consciousness in the recent years or not. The questionnaires were got filled by students of different universities. The results revealed that among the two females are more brands conscious and the overall focus of youth remains on the brand name as well as the brand quality. There were also those who had no interest in brands but in a very number comparatively. Thus the government should acknowledge it and take necessary steps to create ease for the international brands so that it can add more to the national growth of the country.

\end{abstract}


\keywords{brand conscious gender, awareness regarding the quality, effect of brand name.}

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\let\tabcellsep& 	 	 		 
\section[{Introduction}]{Introduction}\par
hese days social mobility increased, people are becoming highly brand conscious. Renowned brand labels on eatables, outfits, footwear's and electronics give satisfaction to the conspicuous consumers. They are becoming more self-conscious, which raise the temptation in them to follow the craze of brand race. The street trends are getting down market and latest styles tagged with brand name are dominating the market.\par
This writing can be moved to different directions, for instance we can say signature wear raise the confidence level. The quality, comfort and style become major motivation for getting designer stuff and it gives a great boost to personal ego. If we move to another aspect, social pressure is a major factor for choosing branded things. Even some say, brand helps them to become style icon. Stereotype shoppers today are highly brand obsessed. These snobs are mainly categorized into youth and the working class. Youth prefers brand because it gives them funky style. Whereas working class is particular about using branded products so their personality can be enhanced and also gives them sophisticated and professional look. a) Objectives of the Study i. Is to check people are aware of brand qualities ii. Customers focus on brand name or features. iii. Is brand consciousness is good for customers. iv. Impact of brand name on daily life of customers. v. Brands targeting youth with different segments. b) Literature Review i. Anshul \hyperref[b0]{Khandelwal (2012)} Found out that different age groups of the youth have different preferences regarding the brands. Youth has gone crazy about the brands and it has become their weakness. They prefer to go for the brands when it comes to clothing, shoes, accessories etc. and are willing to pay a much larger amount for brands just to look different and trendy. Although brand consciousness has increased to a great extent but youth is not loyal to any single brand, whenever they find anything better they simply shift to it.\par
ii. Sadiya \hyperref[b1]{Zaheer (2012)} Found out that the youth of Pakistan is very much different from their predecessors and they do not stick to the same things as their predecessors in fact they have become more advanced and modern not only in their studies but also all the other activities, they are involved in. It is very good to see that by spending a little more amount of money boys and girls of the middle class do look different and confident too.\par
iii. Sidra \hyperref[b2]{Agha (2012)} Found out the brand awareness and consciousness has not only increased among the youth of Pakistan but has affected the youth globally. The increase in this trend has given a rise to uncharacteristic behaviors and worries among the youth too, which is not a good sign at all. A number of leading issues which have been analyzed because of brand consciousness are self-doubt, decrease of decision making potentials, supreme rise in disquiets at a very early age, waywardness, sense of social uncertainty, exaggerated level of impersonating others and sometimes emotional unevenness. The saddest part is that it stands high in the marketing and economic perspective but has not set in the social point of view. iv. Lyall \hyperref[b3]{Salkinder (2011)} Research told us that African youth is also becoming more aware about the brands and they want to be involved on the relevant platforms too. Brands with the best chances of succeeding are those which fulfill specific needs and add to their value. Is that your product, brand experience, or service is being discussed and an opinion is being formed around your brand.  
\section[{Research Methodology a) Data Type}]{Research Methodology a) Data Type}\par
We use first hand data for our research that is primary data. 
\section[{b) Research Approach}]{b) Research Approach}\par
We use survey method for our research which is widely used method for data collection. Our research instrument is questionnaire. c) Sampling Unit Our research was carried in Lahore, there were 200 respondents which include males and females with age ranging from 18 -22, 23 -27 and 28-32. 
\section[{d) Sampling Technique}]{d) Sampling Technique}\par
The method that we carried out for our research was simple non-probability convenient sampling. 
\section[{e) Data Collection Source}]{e) Data Collection Source}\par
We needed to target the youth for the collection of data, for which we decided to visit to the educational institutions for a serious response and collected data from University of Lahore, COMSATS institute of sciences and technology, Superior University and University of South Asia. 
\section[{f) Data Analysis}]{f) Data Analysis}\par
The data was analyzed using statistical packages for social sciences (SPSS) 16.0. The table \hyperref[tab_0]{1} shows the number of all the individuals which have responded to us through our questionnaires. Overall two hundred individuals have responded to our questionnaires including 80 females and 120 males which becomes 40\% and 60\% respectively. 
\section[{Age}]{Age}\par
Frequency Percent We had given three options to the respondents about the extent of their awareness regarding the quality of brands where 38.5\% agreed to 'very much', 54.5\% said 'a little bit' and 7\% said they were not aware at all. The table 8 shows if the focus of the respondents were on the brand name, quality or the both. 43\% said that they focus on both, 42.5\% said that they focus on the brand quality whereas only 14.5\% said that they focus on the brand name. The table 9 depicts the mind set of different kind of respondents to what come to their mind while purchasing the branded product. The highest percentage was 42.5\% who said that they give importance to brand quality, 24\% agreed to style, 20.5\% agreed to brand name whereas only 13\% said that they give importance to brand feature. 
\section[{Frequency}]{Frequency}\par
Percent  The table \hyperref[tab_3]{14} shows results of the most important asked in the questionnaire. This can be considered as the conclusion of our findings where 83\% have agreed that the youth is brand conscious, 8\% disagreed and the rest of 8\% didn't know.not 
\section[{III.}]{III.} 
\section[{Conclusion}]{Conclusion}\par
This research conducted to check that how many of in young generation are really conscious about brand. The results of our findings given us a lot of experience, we had interact with a lot of people. As results show 39.5\% people remained neutral and 29.0\% people agreed that they are brand conscious, in the conducted questionnaire. Youth is conscious about brand but they do not stick to one brand in daily life as they have many options to go for. If we look gender wise girls are more conscious about brands. These days, youth focus on brand name and its quality as well so the overall results show youth are aware of the brands. In Pakistan many brands are targeting new generation with different segments.\begin{figure}[htbp]
\noindent\textbf{}\includegraphics[]{image-2.png}
\caption{\label{fig_0}TE}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{1} \par 
\begin{longtable}{P{0.37777777777777777\textwidth}P{0.17\textwidth}P{0.3022222222222222\textwidth}}
18-22\tabcellsep 150\tabcellsep 75.0\\
23-27\tabcellsep 41\tabcellsep 20.5\\
28-32\tabcellsep 9\tabcellsep 4.5\\
Total\tabcellsep 200\tabcellsep 100.0\end{longtable} \par
  {\small\itshape [Note: E]} 
\caption{\label{tab_0}Table 1 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{2} \par 
\begin{longtable}{}
\end{longtable} \par
 
\caption{\label{tab_1}Table 2 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{3} \par 
\begin{longtable}{}
\end{longtable} \par
 
\caption{\label{tab_2}Table 3 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{4} \par 
\begin{longtable}{}
\end{longtable} \par
 
\caption{\label{tab_3}Table 4 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{5} \par 
\begin{longtable}{P{0.6268750000000001\textwidth}P{0.1009375\textwidth}P{0.12218749999999999\textwidth}}
\tabcellsep Frequency\tabcellsep Percent\\
Boys\tabcellsep 69\tabcellsep 34.5\\
Girls\tabcellsep 112\tabcellsep 56.0\\
dont know\tabcellsep 19\tabcellsep 9.5\\
Total\tabcellsep 200\tabcellsep 100.0\\
\multicolumn{3}{l}{The table 6 clearly depicts that 56\% of the}\\
\multicolumn{3}{l}{respondents agreed that girls were more brand}\\
\multicolumn{3}{l}{conscious than the boys whereas 34.5\% were of the}\\
\multicolumn{3}{l}{view that boys are more brand conscious.}\\
\tabcellsep Frequency\tabcellsep Percent\\
very much\tabcellsep 77\tabcellsep 38.5\\
little bit\tabcellsep 109\tabcellsep 54.5\\
not at all\tabcellsep 14\tabcellsep 7.0\\
Total\tabcellsep 200\tabcellsep 100.0\end{longtable} \par
 
\caption{\label{tab_4}Table 5 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{6} \par 
\begin{longtable}{}
\end{longtable} \par
 
\caption{\label{tab_6}Table 6 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{7} \par 
\begin{longtable}{}
\end{longtable} \par
 
\caption{\label{tab_7}Table 7 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{8} \par 
\begin{longtable}{P{0.7450617283950617\textwidth}P{0.0419753086419753\textwidth}P{0.06296296296296296\textwidth}}
brand quality?\tabcellsep \tabcellsep \\
Table 9 : What comes in your\tabcellsep mind\tabcellsep before\\
\multicolumn{2}{l}{purchasing a branded product?}\tabcellsep \end{longtable} \par
 
\caption{\label{tab_8}Table 8 :}\end{figure}
 			\footnote{© 2013 Global Journals Inc. (US)} 		 		\backmatter  			  				\begin{bibitemlist}{1}
\bibitem[Agha ()]{b2}\label{b2} 	 		\textit{Bang of brands. The frontier Post},  		 			S Agha 		.  		 \url{http://www.thefrontierpost.com/article/161732/}  		2012.  	 
\bibitem[Khandelwal ()]{b0}\label{b0} 	 		\textit{Is youth is brand slave?},  		 			A Khandelwal 		.  		 \url{http://www.mbaskool.com/business-articles/marke-ting/4831-is-youth-a-brand-slave.html}  		2012.  	 
\bibitem[Salkinder ()]{b3}\label{b3} 	 		\textit{Student community becoming more brand consciousness},  		 			L Salkinder 		.  		 \url{http://www.student-marketing.co.za/trends/student-community-becom-ing-more-brand-conscious}  		2011.  	 
\bibitem[Zaheer ()]{b1}\label{b1} 	 		\textit{Trends in youth of Pakistan},  		 			S Zaheer 		.  		 \url{http://www.pakistan.web.pk/threads/trends-in-youth-of-pakistan-by-sadiya-zaheer.22549/}  		2012.  	 
\end{bibitemlist}
 			 		 	 
\end{document}