General Theme

Culture:

R1 – Decides on whose needs to put before based on the situation, believes there is a lot of power
distance, agrees that various taboos are present in the culture, follows celebrities and is highly
influenced by them.

R2 – Puts family needs first, not the same for family, believes there is a power distance, agrees that
various taboos are present in the culture, doesn't follow celebrities so is not influenced by them.

Subculture:

R1 – goes out for with family to watch movies and have dinners at resturants, celebrates festivals
like Diwali and Holi, wears random clothing as he believes no specific clothing is there.

R2 –going out with friends and family get togethers are done for recreation, celebrates festivals like
Diwali, and durga puja, clothing is not fixed for males , females generally wear Indian.

Social class:

R1 – two cars in his house a dzire and a hyundai i10, follow many celebrities, waers titan,casio and
fasttrack watches, prefers to eat in a restaurant, want to be rich in future.

R2 – 4 cars in the entire family,does not follow any celebrities, wears US Polo, Van heusen ,peter
England and addidas, prefers to eat in a fine dining restaurant, wants to be successful man in the
future.

Family Structure:

R1 – 4 members including parents and a brother, respondent buys online but family likes buying
from nearby retail outlets, works as a KPMG associate, considers a lot of family opinion when only
buying expensive products

R2 - 8 members including two families and grandparents, has no specific preference on the buying
channel, is working and family opinion doesent matter at all.

Groups:

R1 – hangout with friends, prefer to work and study alone, part of an online forum, considers
recommendations of friends and reads the reviews on these forums.

R2 - hangout with friends, prefer to work with maximum one other person, not a part of any forum,
buys only what he likes does not consider either friends or family.