Published Paper Details:

Brand consciousness is the new trend in the consumer market. Today�s male are going for brands which involves big name, trendy looks and style. The market is now dominated by brands which the people in the earlier days would not have thought of because of the prices and their mind set. The kind of fierce brand loyalty that male consumers have today for their respective brands is commendable. The trend of being brand conscious is a similarity between the young male and the working class. The prices and extensive promotions of brands are also one of the main reasons for male to become brand conscious. Male are multiple markets they buy for themselves, they buy for their families, in increasing numbers, and they buy for their business. He is the chief purchasing agent of the family. He is extremely brand � attuned and does a lot of research before buying. Thus it is high time that marketers and manufacturers realize, understand and recognize male as a lucrative segment and start developing concepts and create branded products that are male centric, which reap high growth potential. Hence the present study was undertaken to study the level of brand consciousness existing among male consumers and its effect on family buying behavior. Some of the major findings of the study were older male have high brand consciousness due to their experience with their favorite brand compared to middle aged male. High Brand Consciousness is found among male consumers employed in private organization.