Nowadays, consumer buying patterns are changing faster than ever before. Consumers are the kings of the market, and their behaviour varies based on factors such as price, quality, packaging, product age, gender, status, features, and generation. However, the youth demographic presents a unique challenge for marketers. The changing preferences of young people influence their purchasing patterns, as most tend to follow the latest fashion trends. As a result, marketers invest significant amounts of time and money each year in market research to identify the changing behaviour of young consumers. They focus on introducing innovative and creative ways of selling products to this demographic, to capture their attention and drive sales.