Influence of Youthful Population on Consumer Preferences in the Emerging Market of India

Abstract

India's youthful population represents a potentially important force in the transformation of consumer markets. Demographic change, increasing digital connectivity, social media engagement, evolving lifestyles, and aspirations for improved quality of life are influencing how young consumers discover, evaluate, and purchase products and services. However, the influence of youth on consumer preferences cannot be explained by age alone. Income, financial independence, geographical location, cultural background, brand trust, price sensitivity, and digital literacy may significantly affect purchasing decisions.

This paper examines the relationship between India's youthful population and consumer preferences through a systematic, theory-informed review of literature published between 2020 and 2026, supplemented by foundational consumer behaviour theories and official Indian market reports. The review focuses on five thematic areas: digital commerce adoption, social media and influencer marketing, price and value consciousness, brand trust and lifestyle aspirations, and demographic and geographical heterogeneity. The synthesis draws on research concerning mobile commerce adoption, emerging digital consumer behaviour, and recent reviews of influencer marketing. It identifies an important research opportunity: integrating digital and social influences with economic constraints and regional differences in a single empirical framework.

An integrated conceptual model in which digital exposure, social influence, price-value perceptions, and brand trust influence consumer preferences and purchase intention. Perceived value and brand trust are proposed as mediating mechanisms, while income, financial independence, and geographical location are potential moderators. A quantitative, cross-sectional survey of young Indian consumers is proposed, with a target sample of approximately 500 respondents, subject to formal power analysis. The paper contributes a research framework, operational definitions, testable hypotheses, a draft questionnaire, and an empirical analysis plan.