BRAND PERCEPTION AND PEER PRESSURE AMONG YOUTH

As Elaine (2001) points out, the fashion industry is one of India's most dynamic since it is driven by constant transformation. Adolescents are the most fashion-conscious demographic because they are eager to stand out from the pack. The term "adolescence," which comes from the Latin "adolescere," means "coming of age" (Steinberg, 1993). Adolescents and teenagers are synonymous terms that describe people between the ages of thirteen and nineteen. Between childhood and adulthood is the time period known as adolescence, according to the British Nutrition Foundation (2001). From a behavioural standpoint, however, adolescent is not only a time of fast physiological changes, but also a time when people are more susceptible to the effects of peer pressure and other forms of social influence. Adolescents are especially susceptible to the effects of peer pressure on their brand loyalty. Peers are seen as relatives and friends (Pilgrim & Lawrence, 2001). In this case, however, "peer" is defined more broadly to include "those who may be considered as referents for teenage prospective purchases, even if they are not familiar with each other." When it comes to purchasing decisions, "aspirational groups" refer to a person's peers. To comply to a set of norms in behaviour or thought, peer pressure is defined as "a social instance of social influence." Ashbrook (2000). Adolescents are vulnerable to the influence of their peers, which may lead to the development of a drive for conformity (Batra & Lehmann, 1993). Personal qualities and their associations with brand awareness, social pressure, and fashion consciousness were investigated. Individuals in the upper income bracket were shown to be more interested in fashion, perhaps due to their greater discretionary means, whereas those in the middle and lower income brackets adopted fashion in their own, less costly ways.