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This research paper examines the intricate dynamics of youth consumer behavior in India with regards to sports shoes. With the rapid expansion of the sports industry and the increasing emphasis on fitness and athleticism among young people, it is crucial for businesses in the sports footwear sector to understand their preferences and purchasing patterns. In order to gain a comprehensive understanding of the factors that influence the choices of young consumers when it comes to sports shoes, this study adopts a mixed-methods approach, combining quantitative surveys and qualitative interviews. The quantitative analysis involves surveying a diverse sample of young consumers from different regions in India to collect data on their demographics, brand preferences, purchase motivations, and spending habits related to sports shoes. At the same time, qualitative interviews are conducted with a subset of respondents to delve deeper into their attitudes, perceptions, and emotional connections towards sports footwear brands and products. The research findings highlight the significance of brand image, product quality, price sensitivity, and the impact of marketing strategies in shaping the purchasing decisions of young consumers. Furthermore, cultural factors such as the association of sports shoes with fashion and lifestyle trends emerge as influential drivers of consumer behavior in this context. The implications of this study are relevant to both academia and industry, providing valuable insights for marketers and businesses targeting the growing youth demographic in India's sports footwear market. By understanding the complex interplay of factors that drive consumer behavior, companies can tailor their strategies to effectively engage and capture the preferences of this dynamic consumer segment, thereby fostering brand loyalty and achieving sustainable growth in the competitive sports shoes market. [ABSTRACT FROM AUTHOR]