This document summarizes the key aspects of a research project conducted on the human psychology behind brand preferences among college-going students. The research was conducted by a group of students from various colleges in Mumbai. The aim was to understand why college students prefer certain brands. Hypotheses included that students prefer brands for social status and value money and quality. Data was collected through online surveys of 50 students analyzing factors like gender, family influence, reputation, show-off value, impression, imitation, financial status and brand loyalty. Analysis found that students prefer brands for their reputation, quality and value for money. The hypothesis that students value money and quality was found to be right.

1. Research
project

2. Stewart
Serrao
Bhavani Singh Kaveshna
Shekhawat Shete
Mohd. Arif Group Sorabh
Shaikh
members Shandilya
Bhavesh
Vikas Jain
Chhajed
Monit
Chauhan

3. Introduction
Topic for
research
Reason for
the topic

4. Aim
• The main Aim behind doing this survey was to
study the Human Psychology behind brands.

5. Problem
Statement
Preference of Brands For
College Going Students

6. Literature
review

7. 2000
•McLaughlin
1999
•Darley
1977 1997
•Shim and Koh
• Ward and Wackman
1990
•Bearden and Randall
2001
•Auty and Elliott
2002
•Taylor and Cosenza
2003
•Weiss

8. College students
prefer brands for College students
social status value money and
buy quality brands
Hypothesis

9. Vidyalankar school of information technology(VSIT),Wadala
South Indian Education Society(SIES),Sion
Poddar College,Matunga
Guru Nanak Khasla
College,Matunga
Ramnarain Ruia
College,Matunga
Sample for
research:-

10. Number of samples to
be interviewed
Method
Eco friendly
of
Data
collection Online survey
Collection of data

11. Analysis of
data
collected

12. Number of daily responses:-

13. Gender :-
• We did not want to have a bias study of our
research for that reason we decide to collect
samples in the ratio 65:35
• In total samples collected of are:
Gender No of samples Percentage
collected
Male 32 64
Female 18 36
Other Nil Nil

14. Contd………
Column1
Male Female Other
0%
36%
64%

15. Reputation factor
Yes No
Male 18 14
Female 7 11
Total 25 25

16. Contd ………..
18
16
14
12
10
Yes
8
No
6
4 No
2
0
Yes
Male
Female

17. Contd……..
Column1
No Yes
50% 50%

18. Brand preference by Family
Members
Yes No
Male 19 13
Female 12 6
Total 31 19

19. Contd……..
20
18
16
14
12
Yes
10
No
8
6
4
2
0
Male Female

20. Contd……..
Sales
No
38%
Yes
62%

21. Brands as an item of Show-off
Yes No
Male 9 23
Female 7 11
Total 16 34

22. Contd……
25
20
15
Yes
No
10
5
0
Male Female

23. Contd……
Yes
32%
No
68%

24. Impression
Yes No
Male 11 21
Female 3 15
Total 14 36

25. Contd……
35
30
25
No
20
Yes
15
10
5
0
Male Female

26. Contd……
Sales
Yes
28%
No
72%

27. Imitate other(with respect to
brands)
Yes No
Male 8 24
Female 4 14
Total 12 38

28. Contd……
25
20
15
Yes
No
10
5
0
Male Female

29. Contd……
Yes
24%
no
76%

30. Financial Status
Yes No
Male 23 9
Female 14 4
Total 37 13

31. Contd …….
Female
Yes
No
Male
0 5 10 15 20 25 30 35

32. Contd …….
No
26%
Yes
74%

33. Brand Loyalty
Yes No
Male 17 15
Female 8 10
Total 25 25

34. Contd ……
Female
No
Yes
Male
0 2 4 6 8 10 12 14 16 18

35. Contd ……
No Yes
50% 50%

36. I am not brand loyal i
I like to stick to a
buy the best that suits
particular brand.
me.
Brand Loyalty
No I'm not a brand
loyal...I buy whatever i
Brands are for people like irrespective of the
who are conscious of brand...The brand
their outer does not matter as
appearance long as i like what i
buy n it is worth the
money i spend.

37. Preference of brands
Cool
Impression factor
Reputation
Quality
Value
for
money

38. Conclusion
3.Value
for their
money
2.Being
their
selves
1.Students
prefer
brands

39. Findings
H2 was
teenagers H1 was proved
prefer brands levelled to be
right

40. Questionnaire
Questionnaire

41. Thank
you