college-going youth from North-East India. The consumer decision-making styles were identified with the help of a structured … is an attempt to understand the decision-making style of young Indian consumers (specifically of North-East India) and …The consumer decision-making process is a complex phenomenon. The decision to purchase goods and services is influenced …

strategies is important for business sustainability. By targeting the youth population in India, retailers will be investing in … emergence of youth as a powerful consumer segment. Understanding this crucial segment in depth and developing specific marketing … substantiates this central point with findings from previous studies on youth and psychographic segmentation …