MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Consumer Behavior & Market Research

Building a youth centric brand marketing strategies of Boat In Indian Audio market in MI Store at Tiruppur

  1. P. Megaladevi
  2. Dhurga M

Abstract

This study investigates the impact of youth-centric marketing strategies adopted by boAt, a leading Indian audio and lifestyle brand, in engaging young consumers at the MI Store in Tiruppur, a rapidly developing tier-II city. With the expansion of digital lifestyles and increasing smartphone penetration, the research examines how boAt effectively utilizes influencer marketing, social media promotions, exclusive product launches, and experiential branding initiatives to strengthen its connection with consumers aged 15–30 years. The study is based on primary data collected from 120 respondents through stratified random sampling. Statistical tools such as percentage analysis, chi-square test, t-test, and ANOVA were applied to analyze consumer perceptions and behavioral patterns. The findings indicate that influencer collaborations, limited-edition product drops, and visually appealing digital content significantly enhance brand engagement and purchase intention among young consumers. More than half of the respondents perceive boAt’s digital platforms as user-friendly and express strong brand awareness, reflecting high market recognition in the region. Furthermore, the analysis reveals a statistically significant association between youth-oriented marketing strategies and customer loyalty. The study concludes that a strategic blend of affordability, trendy design, digital innovation, and localized offline presence plays a crucial role in sustaining competitive advantage. Such integrated marketing approaches enable boAt to build meaningful relationships with young consumers in emerging regional markets like Tiruppur.

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