BHARATIYA VIDYA BHAVAN’S

VIDYA MANDIR

SUBJECT : English Core { ASL PROJECT}

TOPIC : Interview based research on

‘Brand mania and Teenagers’

(As per strict guidelines prescribed by CBSE for (TERM II) partial fulfilment
2022-2023)
of ASL project for internal assessment 2021-22)

Submitted To- Submitted By-

Mrs. Menon Girja T. Anaswar C.S

Mehbin
Prarthna, Sindia, Aadityadev, KS
Jowin,
XII.A
12A
Aahil, Vyshnav, Mehbin, Aswin V S

--- 11A
 ACKNOWLEDGEMENT
WeI would like to state that this project is our original work and would like to thank
all those people who have wholeheartedly extended their cooperation and
guidance for making it possible to complete this project on time .

WeI express our sincere gratitude to our respected Principal, Mr.Dr.Biju

Geevarghese and Vice Principal Mrs. Sobha Sivananda Rajan for their
unconditional support .

WeII would like to extend our special thanks to our subject teacher, Mrs.Menon Girija
Preetha V.V t.
for her valuable guidance and support. I would also like to thank my family
members and friends for their cooperation in completing this project within
stipulated time.
 CERTIFICATE

This is to certify that Prarthna M Nair, P.V Aadityadev,

Sindia Elizabeth Roy, Mehbin K.S, Vyshnav Dinesh,

This
This
Aahil isisto
Ashraf,tocertify
certifythat
Aswin thatMEHBIN
V.S Mehbin
Anaswar
and k.s.Jose
K.S.
C.S
Jowin of class 12 A‘XI A’
12A
of Class

has successfully completed their English Project on

‘Interview Based Research’ for partial fulfilment of the

syllabus required under the CBSE guidelines and

2022-23
guidance of their subject teacher for the session 2021-22.

Date:

Internal’s Sign: Principal’s Sign:

External’s Sign: School Stamp:

BRANDMANIA
AND
TEENAGERS
 INDEX
•OBJECTIVE
•ACTION
● Objective
PLAN
● Action Plan
•PROJECT REPORT
● Project Report
● Questionnaire
•QUESTIONNAIRE
● Bibliography
•GALLERY
•BIBILIOGRAPHY
 OBJECTIVE
My first objective is to learn about the effects of brand among the
teenagers.Teenagers use brands to symbolically show the world their
personality and traits as well as what they'd like to be portrayed as.
Teenagers are aggressively brand-conscious. Brands have a way of
invading the psyche of the individual, so much so that the brand stands out
quite apart from everything else, commanding a value and a premium that
is distinct, different and craved. In many ways, therefore, the brand is a
premium. A premium you crave for and pay for equally.
 ACTION PLAN
For the project entitled “BRANDMANIA AND TEENAGERS” .First of all, I
deeply studied a topic from different sources. Then I interviewed 53 people
to know their perception. I prepared a questionnaire to understand the
views of different people & on the basis of their responses along with my
own views I prepared the project report, while preparing questions I took
care that questions must be concentrated on the project topic and & fulfil
my objectives of doing this project.
 Project Report
This project describes and reports the results of a study that examines how
teenagers are influenced by different brands. I wanted to find out if we would be
affected positively or negatively by different brands. Through the exploration of
friends, hobbies, advertising, social media, situational factors, parents, through
interviews, along with the help of many scholarly articles, we were able to find out
what teenagers feel about brands.

From the interviews, it can be concluded that the brand plays an important role in
a teenager's life. From clothing to any small stuff teens are looking for
brands.Most parents of teenagers have encountered the situation of brand
loyalty. No population might be as adamant about brand loyalty as teenagers who
are trying to fit in or stand out. Brands have defined teenagehood for many
generations, as their marketing strategies target teens.

Teens use social media, and advertisers have taken note. As teens scroll through
Instagram, Facebook and YouTube, they will see ads. Teens ignore most of those
ads, but not all. They pay attention to sponsored videos from influencers, even
though they know the influencers are being paid. For some teens, the pressure of
buying the latest trends of clothing and the newest technology has become an
obsession and is hard to resist.

Teenagers and youngsters are considered important markets as in future they

will become the worth customers for the company. The factors affecting brand
choice, therefore, are important to be studied because the consumption
behaviours at a young age affect the behaviour at a later stage. There are a lot of
factors that affect the brand choice of teenagers and young adults. These
influencing factors can be social factors like culture, social class, reference
groups and besides these, there might be some personal factors such as
motivation, personality, self-image, beliefs and attitude.
Advertisements can be termed as the major medium of influencing the brand
choice of teenagers as they are present everywhere affecting the daily lives of
people placing themselves as one of the most noticeable means of companies’
marketing strategy. Youngsters nowadays are grave users of media; they get
influenced by different means of advertising however they choose these media
according to their personalities and communal needs thus the advertising
mediums to target these young people are selected based on each medium’s
benefits and limitations.
When a child is in his teenage years, he is in the reflective stage of consumer
socialization which means that his knowledge of brands, pricing, and
advertising are becoming more complex along with his desire to fit in and to fill
his identity with meaning. During this time between middle childhood and
adolescence, the child will look to groups to fill their social void and to provide
a sense of belonging, so he will start to associate brands with symbolic ideas of
what he wants to be. The brands he will begin to like relate to his selfconcept,
his membership groups, and the characteristics of others who wear those
brands. He will start to care more about how he looks in order to conform to
these groups and will be more involved in the clothing purchasing process.
When studying why teens wear the brands they wear, the answer is inevitable.
“Because it’s cool.” But what makes a brand of clothing cool? Fitton, Read,
Horton, Little, Toth, and Guo proposed that there is a hierarchy of cool to start
with when looking at what makes something cool. At the bottom, one will find
“having cool stuff.” Then, in the middle, “doing cool things.” And at the top, “being
cool.” If a teen sees that someone who they think is cool doing cool things while
wearing a brand name, this is what makes a brand cool. For instance, the first
respondent of my interviews associated with a mountain biking group. On
Instagram, he follows “cool” mountain bikers that also do tricks on their bikes. He
stated that if he saw a tshirt on one of these mountain biking influencers while he
was doing a flip that he would be more inclined to look up the t-shirt online to
purchase it, and if he did not purchase it that day, he would be more likely to
purchase it if he was it in-stores than if he had not seen the mountain biker
wearing it. In this paper I will argue that what makes a brand cool is the people
that associate with this brand being a part of a person’s membership or
aspirational group while also relating to this person’s hobbies and being within
their reach.
 VYSHNAV DINESH
He is a 17 year old boy. A student at Bharatiya Vidya Bhavan.

Questionnaire
-Jowin

1. Why are many teenagers obsessed with branded clothes in India?

ANS- This phenomenon is not just limited to a particular age group or a country. One of the
major reasons for an inclination towards the brands can be attributed to what the brands claim
to represent. They are not just a piece of clothing but a source of pride and passion for the
buyer. The companies claim to sell not just a product but an experience. The brands have
successfully created an identity through which the consumers discern the quality and reliability
of the product.

2. Why are branded products more expensive?

ANS- Branded products are more expensive than non-branded ones because higher quality
materials are used in them. The manufacturing cost of branded products are higher too.
Likewise, once you have invested in a branded product, it is going to last you longer than a
non-branded counterpart.

3. Are brand names a waste of money?

ANS- Brand names are a huge waste of money because people are paying more than they
need to when they could get similar clothing at a cheaper cost. While brand names are
generally considered better quality, that isn't always the case.

4. Why are branded products better?

ANS- Consumers want comfort, happiness, and satisfaction in their lives, and they get it in part
through the products they buy. If the brands they use consistently deliver a positive experience,
consumers form an opinion that the brand is trustworthy, which gives them peace of mind when
buying.

5. Can everything be branded?

ANS- Branding is the act of giving an identity to something... So yes, anything can be branded!
Whether you are a non-government organisation, a curated night market, music festival, a
lifestyle product, a singer, or a business, because people will always put an identity to your
product or business.
 Aalia Ashraf
She is an eighteen-year-old studying Psychology. Lives in Thrissur, Kerala.

Questionnaire
-Aahil
1. What is Branding?

ANS- Branding refers to establishing a perception about a brand, any image or idea in the consumer’s mind. It can
be related to a product, service or social awareness which later prompts the consumer to take an action

2. Why are teens more brand conscious these days?

ANS- Most teenagers have illusions that luxury brands are made of materials with the highest quality or the best
craftsmanship. They assume that these products are of high reliability and, consequently, are a symbol of wealth.
They also feel that these goods can change or improve their self-image and therefore, inadvertently become a
necessary part of the teenagers’ concept of a good life. The desire for luxury brand products increases. Other
teenagers, however, will only buy these because they are popular and the people they like or admire have them.
This is the bandwagon tendency.

3. What do you think about teenagers who like to express themselves through brand names?

ANS- While young people may think they are defined by purchasing a famous name brand that a movie star has;
they really are not. They are susceptible to peer pressure because they want to fit into a group, do not want to be
excluded, or do not want to be outdated, so one after another they go and buy same brand goods. This also
negatively affects their self esteem due to the impact of advertising and media.

4. Are brand names worth it?

ANS- Many of us think of generic or store-brands as being of lower quality, lesser nutritional value, or simply
poorer construction than their high-priced counterparts. But in fact, most "generic" products are identical in
ingredients and preparation to their more expensive versions. Most of the time, the difference comes down to
strategies in marketing and not the products themselves. Therefore, in most cases, brand names are not worth the
extra money.

5. What would you suggest doing to end this unhealthy trend?

ANS- From childhood, teenagers need to be educated in the value of money and in the importance of spending it
wisely. They should be guided in their decisions and should be constantly reminded about being responsible and
self-reliant. Before they buy something, they need to think whether it is necessary and whether it is worth the price.
If teenagers are thus educated, the cycle will continue into the future generations and, hopefully, the obsession
with brand-name goods will end.
 MISS ANGEL ELIZABETH

She is a seventeen-year old studying Humanities and Legal studies. Lives in Thrissur ,
Kerala.

Questionnaire

- Vyshnav

1) Are you brand-conscious ?

ANS. Yes , I am a brand-conscious person. But at the same time ,my number one
priority will always be the quality and comfort the product offers.

2) What do you think of companies exploiting the loyalty of their customers and
monetizing low-quality products?
ANS. It's a very sickening thought. I believe that the first step towards any company's
Success is gaining the trust of the consumers. So I believe that companies should work
towards earning the trust of their customers by listening to their needs and offering the
premium quality products that they can offer.

3) What do you think of the growing trend in teenagers to define their identities by the
brands they use?
ANS. For this question , I would like to be as neutral as possible . Yes I strongly believe
one should never try to define their identity on what kind of brands you associate with or
the accessories you use . Rather than that , one should be working towards sculpting
your identity keeping your personality as the base and your talents , morals and ideals
as the tools. But the constant pressure and judgemental eyes from the society to create
an ideal person that never even existed makes it difficult for today's teenagers to find
and mould their own identity in this society. Also due to the emergence of social media
in pop culture , teenagers are under constant pressure to be perfect in every way .
This is why teenagers are obsessed with creating this perfect but fake identity to escape
this peer pressure.

4) What do you think can help in degrading this unhealthy trend?

ANS. I see teenagers as a confused child on their way to adulthood. Therefore it's
already a hard job being a teenager. I think the adults who have already gone through
this confusing stage are the ones to comfort these angsty and confused teenagers and
help them go through their character-development phase without creating an unhealthy
need to associate their identity towards material goods.

5) What is your take on the topic " Popular the brand , better the quality"?
ANS. I don't personally agree with the above mentioned notion. I have personally used
some local products which give far more than the price offered in quality. I believe that
there are local brands which really concentrate on quality of the products rather than
making profit . Therefore I would like to make a change to the above.
 Gallery
Max daniel
He is a 16 year old boy studying in public school in brooklyn, NewYork

Questionnaire
- Mehbin

Q.1 How do you think the brands would use their opportunities to market to the
teenegers?
Ans: Brands have defined teenagehood for many generations, as their marketing strategies
target teens. The teenage experience is shaped with memories of the dire necessity to own
certain commodities produced by certain brands. From their head to their toes, their backpacks
to their pencil cases, the opportunity for brands to market to teenagers is everywhere- deciding
what they buy, what they wear, and how they feel about it.

Q.2 Do you think teenagers matter up to the brands?

Ans: Teenagers have always been important to brands because they tend to be early adopters
and because, traditionally, their brand preferences aren't yet firmly defined. The difference with
today's teenagers, however, is that they're not listening to what the media and older generations
are telling them is cool. While older millennials looked to television shows to tell them what was
in style, today's teens are discovering trends and deciding for themselves.

Q.3 How do you think teenagers are obsessed with brands ?

Ans: Teenagers who value name brands tend to have a lower self esteem due to the impact of
advertising and media. Adolescents are likely to buy overly expensive name brands because of
their lack of confidence and urge to fit in with their peers. For some teens, the pressure of
buying the latest trends of clothing and the newest technology has become an obsession and is
hard to resist.

Q.4 What do you know about how teenagers are really meant for brands?
Ans: Most teenagers have illusions that luxury brands are made of materials with the highest
quality or the best craftsmanship. They assume that these products are of high reliability and,
consequently, are a symbol of wealth. They also feel that these goods can change or improve
their self-image and, therefore, inadvertently become a necessary part of the teenagers’
concept of a good life. The desire for luxury brand products increases. Other teenagers,
however, will only buy these because they are popular and the people they like or admire have
them.

Q.5 what do you think of the brands that target youth culture?
Ans: It is Because young people make less objective decisions than older people, and some
brands require less objective decisions.If older ones were never exposed to these brands when
they were young, they might consider them useless and even negative, but since they attached
to them emotionally, they still accept them.
For example:Luxury car brands target social positioning, making us feel we can not be
successful without them. Meaning we must have them, they must be seen by others, and only
them we have validation of our success.
These hooks work only on youth.

VINAYAKH J MENON
He is 16 years old.A student at Bharatiya Vidya Bhavan.

Questionnaire
- Aswin

1.Do you think all the teenagers nowadays are becoming brand maniacs?
Yes I do,because brands have now become inevitable in our life.Teenagers tend to be intrigued
by brands nowadays,I don’t quite understand why because as we all know these products are
designed by small producers and these branded companies overwhelm them with massive
offers! I suggest avoiding unnecessary buying of branded products.

2.Brands have become significantly important in our life,what do you think its impacts
are?
Brands make our life more impressive as they possess some kind of charisma into others eyes
when we use them, however it is moronic that some of us are sycophantic towards brands and
obsequiously following it. By this we can conclude that brands are making a charming turn in
our life but also sometimes making us imbecile.

3.Why are branded products opulent?

Branded products are opulent because they have an ethical position in our society, people are
willing to buy them at any cost,even though it could drain up our entire income.

4.Why are brands so important for teenager consumers?

Being branded a class different from other unbranded products, teenagers tend to use branded
products as a sign of giving themselves a greater standard of living.

5.What’s your opinion about branded products being unctuous?

Branded products being unctuous is a diabolical plan of these companies to attract more
users,also a doomed way of alluring users as we face difficulties to persuade teenage kids to
avoid these kinds of baits as they behave perplexed by these kinds of ingratiating manipulation
 Bibliography
1. www.stonewaterrecovery.com
2. www.majortests.com
3. http://scholarworks.uark.edu/mktguht
4. www.ukessays.com
5. www.indianfolk.com
6. www.quora.com
7. www.iuemag.com