American Journal of Scientific Research ISSN 1450-223X Issue 54 (2012), pp. 140-143 © EuroJournals Publishing, Inc. 2012 http://www.eurojournals.com/ajsr.htm Spending Patterns in Youth Muhammad Imtiaz Subhani Iqra University Research Centre-IURC, Iqra University- IU Defence View, Shaheed-e-Millat Road (Ext.) Karachi-75500, Pakistan E-mail: drsubhani@yahoo.co.uk Tel: (92-21) 111-264-264 (Ext. 2010); Fax: (92-21) 35894806 Syed Akif Hasan Office of Vice President, Iqra University- IU Defence View, Shaheed-e-Millat Road (Ext.) Karachi-75500, Pakistan E-mail: hasandrakif@gmail.com Tel: (92-21) 111-264-264 (Ext. 1513); Fax: (92-21) 35894806 Amber Osman Iqra University Research Centre-IURC, Iqra University Defence View, Shaheed-e-Millat Road (Ext.) Karachi-75500, Pakistan E-mail: amber.osman@yahoo.com Tel: +92(21) 111 264 264 (Ext. 2010); Fax: +92(21) 5894806 Abstract The age of juvenility i.e. the youth has become emerged with new personality characteristics, which has made them more powerful than ever before. Similarly, the youth has become more spendthrift in their daily routine to satisfy their self-concept and social circle they belong to or wish to move in to. From yester years, spending pattern of youth has increased at large and they have now more autonomy at making buying decisions. This research is giving a clear answer of youth spending behavior and factors which influence this behavior. The findings of this paper present a precise glimpse on the factors which decides the increasing spending patterns in youth. It is noted that both the male and female youth have different spending patterns with a slight similarity. Thus, this paper is a healthy insight for the marketing professionals focusing their brand inventions for the youth as their target market. Keywords: Youth, Spending Patterns, Consumer Behavior, Brands 1. Introduction In this time, youth has become more confident, independent and willing to be as powerful and capable for achieving just anything at all. This is the pertinent definition of Pakistani youth. In the western coast it has been a norm now that the youth aged 18 onwards are independent and on their own to earn, spend and live. In the Asia, in a country like Pakistan, where the society lives in the collectivism system of living i.e. kids (youth) are living with their parents unlike the western living system, which is individualistic; the youth is on their own. Now, the pattern of living has changed than before and that change has brought vitality in the youth to earn and spend on themselves rather than asking money