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Title : Comparative Study of Buying Behaviour of Young Married

Title : Comparative Study of Buying Behaviour of Young Married

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Published by Modak Priy Singh

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Published by: Modak Priy Singh on Nov 02, 2009
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02/01/2013

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Title : Comparative study of buying behaviour of
Young Married and Empty Nest I Couple
Subject : Consumer Behaviour
Consumer Behaviour
Executive PGDM \u2013 2008-2009
Individual Project-1 (A)
Comparative Study of Buying Behaviour of Young
Married and Empty Nest I Couples
Submitted By-
Modak Priy (08XPGDM31)
Batch : Executive PGDM 2008-09
(08XPGDM31)
Page No :
1
Title : Comparative study of buying behaviour of
Young Married and Empty Nest I Couple
Subject : Consumer Behaviour
ACKNOWLEDGEMENT

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.

Sincerely,
Date :

Modak Priy
08XPGDM31
Executive PGDM
IMI Delhi

Batch : Executive PGDM 2008-09
(08XPGDM31)
Page No :
2
Title : Comparative study of buying behaviour of
Young Married and Empty Nest I Couple
Subject : Consumer Behaviour
Project Description

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.

Project Abstract

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.

The time spent by a young couple in this stage of the household lifecycle has grown as
couples either delay their start in having children or choose to remain childless.
This group heavily spends on theatre tickets, expensive clothes, luxury vacations, restaurant
meals.
Respondent: In the present report the young married couples are residence of New Delhi-

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.

Respondent:

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.

Batch : Executive PGDM 2008-09
(08XPGDM31)
Page No :
3

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