Factors Influencing Brand Loyalty Among Indian Teenagers: A Survey-Based Research Paper

Anaaya Jain

Abstract: This research paper discusses the factors affecting the brand loyalty of teenagers (aged 13-18) in India. Product quality, peer pressure, and social media exposure are the three main influences that are the focus of the study. Using a structured questionnaire, 250 students were interviewed from five schools of Delhi-NCR region and with the help of a 5-point Likert scale, their responses were measured. Chi-square, Spearman rank correlation and reliability testing were used for data analysis. The results show that among all the correlation coefficients, the highest positive correlation coefficient is 0.782 for the product quality with brand loyalty. Peer pressure and social media influence are also positively correlated with brand loyalty and statistically significant, but the correlation is weaker than product quality. The results show that youth can be trend-jacking and visibility can make a difference, but trust and loyalty are a matter of whether or not the brand continues to deliver value and performance and whether it's socially credible.

Keywords: Brand Loyalty, Product Quality, Peer Influence, Social Media Exposure, Teen Consumer Behavior