This study through mall intercept survey method attempts to provide a few interesting insights for the avid marketer to reach out to the young Indian consumer.
To assess the role of young consumers in household purchase decisions, students of IU carried out a survey in premier shopping malls in Hyderabad like Lifestyle, Hyderabad Central, Shoppers' Stop, Pantaloons, and other public places. For collecting data, the study group used a convenience sample and adopted the retail intercept method to get information from the respondents. A total of 74 respondents were asked about their disposable income, media consumption habits, favorite channels, most preferred programs, the role of commercials in their purchasing decisions and finally what role kids play in influencing purchasing decisions in various product categories.
Out of the total 74 respondents, around 4% fall in the age group of 3-5, 31% are in the 5-12 years age group and the majority, i.e., 65% are in the age group of 12-19 years. When we asked the respondents about their disposable income, around 8% of the respondents (young consumers aged between 3-19) shared that there is no fixed disposable income, reflecting conservative, traditional attitude of Indian parents. It is also found that 33% have less than Rs. 500, 20% have between Rs. 500 and Rs. 1,000, 20% between Rs. 1,000 to Rs. 2,000 and the remaining 19% have Rs. 2,000 and above. As expected, the disposable income tends to increase with the age group. While for parents, truly reflecting middle and higher income groups, a majority of them (61%) fall under Rs. 5,000 to Rs. 20,000 category. Marking a rise in income levels, the next biggest income group (25%) has an income between Rs. 20,000 to Rs. 40,000 and the remaining 14% has an income above Rs. 40,000. |
