This study examines customer attitudes and behaviours towards branded goods with a focus on shopping behaviours. It shows that young adults, especially those who work in the private sector and have greater wages, have a strong attraction to branded goods. Purchase decisions are mainly influenced by product quality, with loyalty, social influence, and status coming in second and third. Online purchasing is growing, but offline shopping still dominates. A important portion of income is allocated to branded goods, indicating price sensitivity and consumer commitment. The potential for a strong brand image and word-of-mouth advertising is highlighted by consumers' willingness to promote brands and wait for new introductions. This study offers advice to firms on how to properly target this valuable sector.