I am sincerely grateful to Dr. Neena Sondhi, IMI Delhi, under whose able guidance study has been undertaken. I am thankful to her for providing me guidance and support for this study.
I would also like to thank Mr.& Mrs Amit Singh and Mr.& Mrs Saurabh Upreti who has been always very prompt in replying to all my queries and supported me to complete the study.
In this survey for our Consumer Behaviour class, examining the effect of various parameters on consumer decision making is done. In particular, Interview of two married couple\u2019s one in the young married and the second in the Empty Nest I category was carried out
The three category of product purchase was selected :-
(a) Regular grocery purchase
(b) Last weekend entertainment decision
(c) Last major purchase
The report examining the demographics and lifestyle of young married and Empty nest I, it also delineates the spending pattern of those within the group and the decision making process, was it individual/autonomous/joint? Analyzing the differences/similarities in the light of my conceptual understanding. Trying to find out the implications for the marketer.
Young Married: The lifestyles of two young singles are greatly altered as they develop a shared lifestyle. Joint decisions and shared roles in household responsibilities are in many instances new experiences. Saving, household furnishings, major appliances and more comprehensive insurance coverage are among the new areas of problem reorganization and decision making to which a young married couple must give serious consideration.
India, Husband & wife both are working and gaining yearly income Rs.4.5lac to 6.0lac. They generally purchase their household items due to basic need to accumulate the household things because their family is just in starting stage.
Empty Nest I: These household represent the married couples whose children are not residing along with them.The household income level is comparatively more then the young married couples. Both adults typically will have jobs, so they are very busy. However the absence of responsibilities for children creates more free time than they have enjoyed since their youth. They also have money to spend on dining out, expensive vacations, second homes, luxury cars and time-saving services such as house-cleaning, laundry and shopping. They are prime market for financial services. They are also heavy purchase of upscale children\u2019s products, as gifts for nices, nephews, grandchildren and friends\u2019 children.
In the present report the Empty Nest I couples are residence of New Delhi-India, Husband working gaining yearly income Rs.7.5 lac to 9.0lac, wife is homemaker. They generally purchase their household items due to basic need as well as status oriented. Moreover Income level enhanced by the children also sending a portion of their income to their parent.
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