1Maniram Dewan School of Management, K.K. Handiqui State Open University, Guwahati, Assam
2Professor & Head of the Department, Maniram Dewan School of Management, K.K. Handiqui State Open University, Guwahati, Assam
This study attempts to explore the relationship between brand intimacy and young earners’ brand consumption behaviour – investigating factors that influence the young consumers’ brand engagement.
The main tools in this study have been literature reviews supported by personal in-depth interviews and a survey through a questionnaire with 5-point Likert Scale. The survey was conducted among earning young individuals in Guwahati city – both males and females. Guwahati has been considered to be the hub for young people from all neighbouring states in the North East India. This way a triangulation approach has been adopted for a layered analysis.
Results show a substantial level of brand intimacy among young earners (p < 0.05). Contrary to expectations, income level did not indicate any significant relationship (p > 0.05) with brand intimacy as a factor. The personal interviews indicated other factors such as brand community, brand trend awareness through social media and peer influence.
This study provides insights into a segment of brand consumers which has not been explored before by other studies. Young earners play a major part among brand consumers and generallythe young community is seeing a steady growth. More than 50% of India’s population is below the age of 25 years and 65% below the age of 35 years (Word Population Prospects 2022-UN). These insights from the study are expected to give useful direction to brand managers targeting the earning youth in the North East region of India.
Young Earners, Brand Intimacy, NE Youth, Brand Culture
