1NTERGENERATI0NAL INFLUENCE OF BRAND ON PAKISTANI YOUTH

Abstract

Purpose: This research work adds to the existing relevant knowledge on intergenerational influence by exploring intergenerational influence on brand preferences and consumers’ passive perception regarding purchasing choices within parents/children dyad. Method/Sample: Data has been collected through primary and secondary methods. As per primary method, a sample of 300 respondents has been considered to conduct the research study by using questionnaire. While secondary data was collected through journals, articles and books. The gathered data was then quantitatively analyzed using SPSS tools i.e. frequency, descriptive statistics and regression. Findings: The outcomes of the analysis showed that there is a significant strong intergenerational effect of brand preference on the Pakistani youth. So, it accepts all the hypothesis of the research study. Practical Implications: This study fills an existent exploration gap by giving experimental proof of the presence of intergenerational impact on brand preference, price quality plan, accommodation introduction, and brand name quality plot in Pakistan.