A survey on brand consciousness among youth versus elderly people in Chennai

“A brand is a voice and a product is a souvenir”-Lisa Gansky. A growing economy and the resultant increase in purchasing power has made Indians more fashion conscious. With the increase in different brands in the market the consciousness for them has also been at the top. The non-active consumers have been converted into an Active Consumers. They do not compromise with the brand, after all brand matters at a large. There was a time when people only focused more on the price factor while choosing a product or service. But now, the scenario has changed. Today People have become Brand Conscious; they go for brands—starting from hair oil to footwear. The choice of selection depends on the societal and the esteem value the brand gives to them. The purpose of this paper is to assess Indian consumers’ brand consciousness by examining their brand knowledge, purchase behaviour.