Published Paper Details:

This study examines the impact of the demonstration effect on college students' preferences for branded products in Mannarkkad Municipality. The demonstration effect refers to the tendency of individuals to imitate the consumption habits and trends adopted by others. This phenomenon has long been used to influence consumer buying behavior. In this study, the demonstration effect is analysed for its role in raising awareness among college students about specific products. The research focuses on students who use different brands to assess how the demonstration effect influences their purchasing decisions, particularly in shaping their perceptions and awareness. The findings offer valuable insights into the factors that influence college students' consumption behavior, providing a deeper understanding of their preferences and choices. Marketers can leverage these insights to tailor their strategies to effectively engage with college students, a demographic known for its distinct preferences and behaviors. This study also contributes to the academic discourse on consumer behavior, with a particular focus on the demonstration effect and branded products. It empirically examines the demonstration effect theory proposed by Prof. Ragnar Nurkse and the hypothesis of Dusenberry, with specific reference to Mannarkkad Municipality