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Younger Generation is More Health Conscious A Myth or Reality

A casual stroll along Bangalores Brigade Road, Mumbais Linking Road, or Delhis Vasant Vihar reveals more than a fair share of shapely midriffs and bulging biceps. 1 As more and more Indians are opting for non-aerated, healthy alternatives, it is but natural that there will be an increasing demand for such customised health food products catering to a very specific niche segment of customers, who are willing to pay a premium.2 According to experts, the preference for health food has seen a steep rise because of the increasing health awareness.3 Even though health clubs, gymnasiums and fitness centres have mushroomed all over the country, with healthy memberships and bottom lines, and more joggers and walkers are pounding the pathways of parks than ever before, and more markets are launching products for consumers who keep an eye on the waistline, there is still a tendency to eat indiscriminately. 1 This study aims at finding out whether the young generation is really becoming health conscious or this trend is confined to a small section of weight-conscious people in the cities and further, even if one takes them into consideration, how many of them are also eating healthy? A survey of stratified random sample was conducted for the research. The research will use various Demographic, Values and Psychological antecedents proven by earlier research as indicators of Healthy Lifestyle4 along with eating and exercise habits5,7 as variables to predict respondents lifestyle. The perceived health of respondents will be found out by finding out their religiosity, spirituality and life satisfaction6. The co-relation between the variables will thus clear the ambiguity in Health Consciousness being a Myth or Reality. Key Words: Young Generation; Health Conscious; Perceived Health.

2. Research Methodology
Sample: 60 Sampling Method: Stratified Random Sampling. Respondents (Age 14- 29 years) will be surveyed.

Hypotheses H1: Women are more likely to maintain healthy lifestyle. H2: Income will have a positive effect on maintaining healthy lifestyle. H3: Persons with strong inclination towards religion are likely to maintain healthy lifestyle. H4: Persons with good perceived quality of life are supposed to maintain healthy lifestyle. H5: Persons with good perceived health are supposed to maintain healthy lifestyle.

Survey Questionnaire: 1. Age: ____ 2. Family Income: ______________ 3. Gender: ___ 4. Graduation: ___________________ 6. I am spiritually inclined. Strongly agree Agree neither agree nor disagree Disagree Strongly Disagree 5. Post Graduation: _______

7. How do you rate your health on a scale of 5? 1 2 3 4 5

8. Are you happy with the quality of lifestyle? Yes, very much No, not at all 9. Do you exercise? Yes, I am a fitness freak! Yes, regularly If time Permits No, I am happy with my physique 10. How do you take care of your health? Jogging Balanced Diet Gymnasium Yoga Swimming Other ways Aerobics Ive no complains Neither happy nor unhappy No, Long way to go

Nothing, I am fit as I am

11. Mention what do you mean by other? _________________________________________________________________ 12. Are you religiously inclined? God is the ultimate puppeteer I am a non-believer Religion is important to me I am an Atheist Not so much

13. How many times do you have Alcohol a month?

14. How many times do you have Red meat in a month?

15. How many times do you have White meat a month?

16. How many times do you have fruits in a month?

17. How many times do you have snack chips in a month?

18. How many times do you have Soft Drinks in a month?

19. How many times you exercise a month?

1. Nita J. Kulkarni. Food habits and exercise trends in India. A Wide Angle View of India,
2. Bosky Christopher. Health foods target health and fitness trend. Food & Beverages

News, Anand Rao, Indrakumar, P. Singh, Sudhir Kuttappan, Lakhan, Aseem Chawla, Johnson Cheeran, Tadakara Jyothi, Kamble Vinit Vilas, Surekha, S. Abdul Azees, T. S. Ravi. Food for the Health Conscious.
3. Richard L Divine; Lawrence Lepisto. Analysis of the healthy lifestyle consumer. The

Journal of Consumer Marketing; 2005; 22, 4/5; ABI/INFORM Global pg. 275
4. Richard M O'Conor; Glenn C Blomquist; Ted R Miller. Healthy Lifestyle and Safety:

An Expected Net Benefit Approach to Seat Belt Use. Managerial and Decision Economics (1986-1998); Sep/Oct 1996; 17, 5; ABI/INFORM Global pg. 483
5. Keith J. Zullig, Rose Marie Ward and Thelma Horn. The Association between

Perceived Spirituality, Religiosity and Life Satisfaction: The Mediating Role of Selfrated Health. Social Indicators Research (2006) 79: 255274 DOI 10.1007/s11205-0054127-5
6. Clare Canning. Good Health and Good Living. Middle East; Oct 2008; 393;

ABI/INFORM Trade & Industry, pg 62.