A Study of Role of Social Identity of Generation Y in Shaping Brand Preferences

The abstract provides a concise overview of the research study. In an increasingly competitive marketplace, brand preference is shaped not only by functional attributes but also by consumers’ social identities, values, and lived experiences. This study examines the influence of social identity factors on brand preference among Generation Y (Millennial) consumers. The primary objectives of the research are to identify the key social identity factors influencing brand preference, analyse their impact on the brand choices of Generation Y consumers, and determine the most dominant social identity factor affecting brand preference. A descriptive research design was adopted, and primary data were collected through a structured questionnaire administered to Generation Y consumers in Amravati city. The study focused on social identity dimensions such as cultural background, religious beliefs, personal traditions, self-reflection, and personal experiences. Descriptive statistical tools were used to analyse the data. The findings reveal that social identity significantly influences brand preference among Generation Y consumers. Cultural identity emerged as the most dominant factor, exerting a moderate to strong influence on brand selection for most respondents. Religious beliefs and personal traditions also influence brand trust and loyalty, though to a lesser extent. Positive personal experiences and self-reflection further strengthen brand loyalty and repeat purchase behaviour. The study concludes that brands aligned with Millennials’ cultural values and identities are more likely to gain trust, loyalty, and long-term consumer engagement.