• N.SAI VINEETHA
• DR.VENKATESWARARAO.PODILE
• T.SATYA ISHWARYA
• SAMYUKTH JAIN
• M.MANASA

Abstract: This research explores how brand symbolism influences consumer behavior in India, especially among youth. In a rapidly globalizing and digitalizing economy, the distinction between ‘need’ and ‘want’ has blurred, as consumers increasingly identify with brands on emotional and symbolic levels rather than purely functional utility. The paper analyzes online purchase data and consumer surveys to understand how brand perception affects purchase intent, satisfaction, and social identity. Using a mixed-method approach combining online purchase data analysis and consumer perception surveys, the study finds that symbolic and emotional brand associations significantly influence purchase intentions among Indian youth. The findings indicate that brand perception often outweighs product functionality in consumer decision-making. The paper concludes with recommendations for marketers and parents to understand and manage this brand-driven behavior..

KEYWORDS: Brand Symbolism, Consumer Behavior, Emotional Branding, Indian Youth, Marketing Psychology, Brand Equity

"FROM NEED TO WANT: THE GROWING POWER OF BRAND SYMBOLISM IN INDIAN CONSUMER BEHAVIOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 10, page no.d442-d445, October-2025, Available :http://www.jetir.org/papers/JETIR2510362.pdf

"FROM NEED TO WANT: THE GROWING POWER OF BRAND SYMBOLISM IN INDIAN CONSUMER BEHAVIOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 10, page no. ppd442-d445, October-2025, Available at : http://www.jetir.org/papers/JETIR2510362.pdf