Dimensions of Brand Purchasing Behaviour: Consumers in the 18-24 Age Group

This paper reports the results of a study of brand selection and loyalty within the 18–24 age group. The study explores brand loyalty behaviour across different product categories, and investigates the dimensions that drive loyalty behaviour within this age group. First, the construct of brand loyalty is defined, followed by an overview of key research in the area. Finally, the study itself is detailed. The study concludes that there is a significant difference in the degree of brand loyalty exhibited by the 18–24-year-old respondents across product categories. The dimensions of brand selection also vary by product type. Brand heritage in terms of parental influence was evident in coffee and toothpaste purchase, with brand as a reflection of self-image being something that is important to clothing brands. Value and variety are important attributes of cereal brand selection.