Mangalore: Brand loyalty strong among youth

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The Hindu

Mangalore, 11 November 2010: Two-thirds of Mangalore’s youth buy branded products. A survey of 100 youths conducted by The Hindu on the premises of different colleges revealed this. Mangaloreans (67 per cent of them) seem to swear by the brand both national and international. When given the name of a popular brand, 82 per cent associated it with watches.


With the opening of super and hyper markets, cloth and accessory stores, eateries and multiplexes, Mangaloreans now have more variety to choose from. To the question: “which is your favourite brand of apparel?”, the students came up with 30 names.


Apparel seemed to have a greater visibility in malls, especially for the young shoppers. An iPod under the leading kitchenware brand was a false statement made on the questionnaire and 54 per cent of the respondents spotted it. The slogan of a popular international cosmetic brand was stated on the questionnaire and an overwhelming 72 per cent hit the bull’s eye.



The survey revealed that 75 per cent of the Mangalorean youth prefer to buy mobile phones of high-end brands, never mind the price. The shopping scene in the port city has apparently received a makeover with “brand” becoming the determining factor.


As many as 67 per cent of the respondents said they were buying more branded products now than before. International labels have added a variety to the life of Mangaloreans. Their familiarity with more than 25 of the 30 international brands available here is a proof of this.



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