General Theme

Culture:

R1 – Puts self needs first, believes there is a power distance, agrees that various taboos are present
in the culture, follow celebrities but is not much influenced by them.

R2 – Puts family needs first. believes there is a power distance, agrees that various taboos are
present in the culture, follow celebrities but is not much influenced by them.

Subculture:

R1 – going out with friends and family get togethers are done for recreation, celebrates festivals like
Diwali and Dussehra, wears normal clothes(t-shirts and shirts)

R2 – going out with friends and family get togethers are done for recreation, celebrates festivals like
Diwali, Rakhi and Dussehra, wears normal clothes(t-shirts and shirts)

Social class:

R1 – owns a Honda Activa, follow many celebrities, wears titan, adidas and nike, do not prefer to eat
in restaurants, want to be rich in future.

R2 – owns a Honda Activa, follow many celebrities, wears Mufti and Nuon, prefer to eat outside but
not preferably in fine dining restaurants, want to own a business in future.

Family Sturcture:

R1 – 4 members including parents and a sister, respondent buys online but family likes buying from
malls and retail outlets, in the final year of engineering, considers a lot of family opinion

R2 - 4 members including parents and a brother, likes buying from malls and retail outlets, is working
and family opinion matters but not very much.

Groups:

R1 – hangout with friends and brothers, prefer to work and study in small groups, part of an online
forum, considers recommendations of only friends and family.

R2 - hangout with friends, prefer to work individually, part of an online forum, considers
recommendations of only friends and family.