author(s)
Surender Kumar

abstract
Consumer is the king of the market. Demographic factors play a significant role in influencing consumer behavior. They are essential in understanding consumer preferences, decision-making patterns, and purchasing behaviors. The major purpose of this study is to find out the demographic factor’s association with consumer preference towards Indian and foreign brands. The research design here in the study was descriptive and empirical in nature. Primary data was collected from consumers through a structured questionnaire based on five-point Likert scale through random sampling method. Chi-square test and correlation technique used to find out the results. It is important for marketers to understand the complex interplay of demographic factors and their influence on consumer behavior towards Indian and foreign brands. By tailoring their marketing strategies to specific demographic groups, marketers can increase the effectiveness of their campaigns and reach their target audience more effectively.