Indian Gen Y's brand purchasing behaviour highly reliant on peers : Edelman

Edelman's 8095 global study looks at he generation born between 1980 and 1995 (8095ers) and their association with brands.

73 per cent of those surveyed in India said once they have found product or company they like, they will continue to purchase from it.

Brand influence in India still trails behind in terms of following brands to stay updated on new trends. Instead, 78 per cent of the respondents follow friends and 55 per cent uses celebrities as role models.

Only 48 per cent 8095ers in India say they trust business leaders to make a positive impact on the world, while 35 per cent trust brands to do so.

Although Indian Millennials are loyal once they like a brand, the generation's personal association with brands is low. Only 58 per cent of the 8095ers said they are willing to share indepth personal information with brands or companies in exchange for more content access.

Edelman highlights that 40 per cent of India's Gen Ys will refuse to buy a product if their peers do not approve the decision. The global average is 36 per cent.

“India Millennials not only crowdsourcing their decision on purchases, they actually think about the social implications that would come if they make the wrong choice,” the survey concludes.

Jonathan Sanchez, regional brand marketing director at Edelman Asia Pacific comments: “The 8095 research clearly proves that brands in Asia need to build one-on-one relationships as well as compelling digital communities to facilitate, not dictate, how a brand connects with the most powerful consumer generation of modern times.”