EMERGING TENDENCY OF BRANDS UTILIZATION AND ITS IMPACTS ON LIFE SATISFACTION OF UNIVERSITY STUDENTS

Abstract

Purpose of the study: This research examines the emerging tendency of brands utilization and its impacts on the life satisfaction of university students.
 Methodology: It is a quantitative study where a survey research method has been used, and for data collection, the questionnaire has been prepared. Demographic variables like area, age, gender, qualification, and location are also included. A sample of 385 students was selected by using the proportional allocation method. Statistical analysis for data was done through SPSS software. Researchers used a linear regression analysis test to find out the impacts of brand utilization on the life satisfaction of university students.
 Principal Findings: The findings of the study show that life satisfaction has a significantly negative correlation with brand utilization. Research also indicates that most purchased items were branded clothing and cosmetic products.
 Application of the study: This paper will be helpful to understand brand utilization and its impacts on youth’s life satisfaction.
 Novelty/Originality of this study: To analyze the growing tendency of luxury and brands products, researchers determined to check the impacts of branded products on life satisfaction levels. To examine the impacts of brand utilization, this research focused on four Pakistani universities and the life satisfaction level of students has bees examined.