Chapter 4
BUYING HABITS OF YOUTH
IN GUJARAT Buying Habits of Youth in Gujarat
4A. Demographic Details
The demographic breakup of the respondents in the sample for Gujarat was as follows. Age wise breakup of respondents
Age Group % 17 2 18 10 19 15 20 13 21 11 22 11 23 9 24 7 25 6 26 5 27 5 28 3 29 2 30 2
Educational breakup of respondents
Educaton % School(HSC) 2 College(Undergraduate) 40 Graduate 31 Post Graduate 25 Diploma holders 3
Educational breakup -field of education
Field of Education % Science 20 Commerce 35 Arts 10 Management 11 Engineering 13 Medicine 4 Others 7
73 Buying Habits of Youth in Gujarat
Profession wise breakup of respondents
Profession % Student 60 Private Sector 21 Govt. Sector 4 Business 3 Self Employed 3 House Wife 6 Not Working 3 Others 1
Pocket money earned per month
Pocket Money % Less than 500 50 501 -1000 26 1001 -1500 10 1501 -2000 5 2001-2500 4 More than 2500 5
Income earned per month
Income % Less than 5000 20 5001 -10,000 18 10,001 -15,000 8 More than 15,000 3 No Income of own 52
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4.1. Preference for music
Music is one of the most important aspect of ones life - youth in specific.
Indian music has made rich contributions to world music and some of the best singers, music composers and lyricists that have lived, are in India. Be it the varsatility of a Kishore Kumar, be it the melody of a Asha Bhosle or be it the world record holder Lata Mangeshkar, the variety of music that one can listen to in India is a thing to be proud about for all music lovers. Youth were asked about the type of music that they prefer to listen. The options given were
Indian Classical, Ghazals, Indian film songs, Western Pop, Rock, Soft,
Instrumental, Indian All Type and any other of their choice. In response to the question - What type of music do you prefer to listen, the youth in Gujarat responded in the following manner. (Refer Graph 4.1)
• Over 60% of the respondents gave their preference for Indian film songs.
This is understandable, considering the fact, that music industry in India
has been growing in leaps and bounds.
• Youth in Gujarat have liking for Ghazals, next only to Indian film songs.
With home grown ghazal singers like Manhar Udhas, Shyamal and Saumil
Munshi and the like, making serious contribution to the Gujarati and Hindi
Ghazals scene, the liking for ghazal is quite explainable.
77 Buying Habits of Youth in Gujarat
• In line with ghazals which have a more subdued and soothing approach,
youth is Gujarat like soft music with 29% of respondents favouring it.
• While Film songs, Ghazals and soft music mustering a suppoprt /
preference in excess of 30%, rest of the music types manged a preference
percentage in the range of 15-25% each.
• Western Pop music at 23% was ahead of Instrumental and Indian classical
which were at 17% and 16% respectively.
• Rock music had very few takers with only 9% of youth showing their
preference for it.
• To sum up the top 3 music types that got maximum preference % age fi^om
youth in Gujarat are
(1) Indian film songs
(2) Ghazals
(3) Soft music
Note : The respondents were allowed to give more than 1 music types as their preference. This meant the respondent could tick minimum one option and maximum of 8 options (excluding their own choice in 'others')
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4.2. Preference for Outdoor sports
Ask the first young collegian you meet about his favourite sport. He will say -
Cricket. Skip the 2"'' youth you meet. Ask the S*^** young working male you meet about his choice of sport. He will say - Cricket. Repeat this till you've exhausted all youth - The 18-28 year old that ever lived in Gujarat. The chances are that every 2"** youth that you meet would say - CRICKET is his favourite sport. Try another exercise. Ask the 1^' male youth you meet and ask him the same question. Now don't skip the 2"^ male, ask him the same. Go on asking all the males 18-28 year old you meet the same question and the chances are that all of them would have said CRICKET is their favourite sport. Moral : cricket is not a sport its relegion in India and Gujarat is no different. Quite predictably over 50% of youth surveyed voted for Cricket as their favourite outdoor sport. (Refer Graph 4.2)
Badminton follows Cricket with 36% of respondents prefering it over other sports.
Volleyball is the 3'^'* most preferred sport in Gujarat. While badminton had many female patrons, volleyball predominantly remains to be a male sport.
Other sports like Football, Basketball and Tennis could muster a preference percentage in the range of 8-9%. However tennis is an upcoming sport in
Gujarat with many clubs starting coaching classes for kids and young
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Cricket, Badminton and Volleyball in that order.
4.3. Preference for Indoor Sports
The options provided for choice of indoor sport were carrom, chess. Table- tennis, Squash, Billiards / Snooker, Cards and others. Though cards traditionally have been a game for all seasons for all people of all age groups, it was Carrom with 54% respondents preferring it, that was voted the most preferred indoor sport. (Refer Graph 4.3)
Chess was the 2"'* most preferred indoor sport with 33% of youth favouring it.
The reason given by some of the respondents for not favouring chess as an indoor sport was that, they would prefer using their brains in studies and some other serious things in life and definitely not in playing games which were only for entertainment. However still 1/3'^'^ youth had been playing chess owing to its excitement value.
The 3"^^ most preferred indoor sport was table-tennis with 21% youth favouring it. Some of the youths said that though they like it as a sport, the investment required to be made on a table tennis table is a major prohibiting factor that hinders the further growth of this sport. Consequently official table-tennis play is restricted to clubs only. However this does not deter
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If you don't find her in a salwaar than she could be wearing jeans and T-shirt. • For around 62% of male youth in the segment, Jeans is the most favourite qutfit alongwith shirt which had a similar 62% preference base. (Refer Graph 4.4) • For females it was the Salwaar Kameez or the 'punjabi suit' as it is called, which is preferred the most. Next to the punjabi suit is the jeans at 50% preference which is the most preferred outfit. • After the traditional shirt, at 50% t-shirt is the next most preferred outfit. 84 i2 c a> c o I 2 J) a> CO «•— o ^^ •0)c :5 (O I c (0 eg in CO 2 c C o (0 c X— o O a (1) c M) O) (0 4> (0 •a E (0 c (0 en a: O 0) B E (0 >> T3 C (0 a l_ CD V be 0) o r~ o o o O o o U5 CO CM to 185 e 0) *^ c o 0) CO ly •WBwwwi o CM ^^ a> •c re U o D i2 a> c •n (0 2 CO >•— o d) re o E D E a re Z au, TD «^ C c re C CO o D a a> 6 o CL en O D cs O o a o o o o c\» CD in CO re 86 Buying Habits of Youth in Gujarat • The traditional Indian female robe-the Saree has managed to maintain its place with 37% female respondents voting saree as their next most preferred outfit. • However the same could not be said for the traditional Indian male robe - the kurta - pyjama. The fate of this Indian robe has been restricted to festivals like Navratri and Diwali. For normal usage, jeans and shirt / t- shirt have overtaken by a substantial margin. • At an overall level, with 57% of both male and female youth prefering it, Jeans is the most preferred outfit. • T-shirt is the next most preferred outfit with 49% of youth voting for it. 4.5. Purchase Pattern of Clothes The youth then were asked a set of 3 questions related to purchase of clothes. The questions and responses in each of these were as follows 4.5.1 Importance of Quality (Refer Graphs 4.5, 4.6) • Quality of the cloth is the first thing in mind for the youth in Gujarat when they are buying clothes, with 61% respondents giving it 1^' Rank. • Price and variety of selection were voted 1^' by 25% and 20% respondents respectively. • Notably only 15% respondents thought brand name was topmost in their mind while purchasing clothes. 87 (0 £ c o E CM a: I 2 ]8 C 0) c (0 8 -C O € *- o Q> C CD O o E o c o^r 3 oI o o E CO (0 V o •^RIVMiPP o a o c CO 3 u « o o o E o ni CM c III! 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The higher end spenders predominantly live in bigger cities like Ahmedabad, Surat and Baroda where brand name is also important and not only quality or variety. • Around 43% youth spend on an average between 1000-3000 Rs per annum on clothes. • While 23% spend around 1000-2000 Rs, 20% spend between 2000-3000 Rs every year. • The 6% spenders who shell out less than 500 every year are the ones who are price shoppers always on the look out for bargain or festival schemes. 4.5.3 Purchase frequency of clothes (Refer Graph 4.8) • Around 45% of youth have shopped 2-3 times in an year for clothes. • While 26% went out less than once. • This means that the expenditure of 1000-3000 on clothes is spred over 2-3 visits. 90 Biivliiii Habits (if Yoiilh in Ciujdiiit 4.6. Degree of Agreement with various Statements 4.6.1. Inclination towards careful planning. (Graph-4.9, Table-4.1) Following were the responses for this question Table-4.1 percentage Question, a Total Male Female Agree Completely 49 46 53 Agree Somewhat _31 35 26 Agree a little 12 12 11 Disagree a little 4 4 4 Disagree somewhat 2 1 2 1: agree completely 4: disagree a little Disagree 2: agree somewhat 5: disagree somewhat Completely 3 2 4 3: agree a little 6: disagree completely • Around 90% of respondents agree to this statement though with varying degrees. • Out of those who agree 50% agree to it completely i.e. they strongly believe that whatever they do, they do it as per initial planning. • While 31% agree to it some what, 12% agree a little • Hence an overwhelming majority of youth in Gujarat believe that their actions are not impulsive in nature but anything important that they do is as per a carefully laid plan of action. 91 Biiyiiiii Habits of Youth in Ciujiiidt 4.6.2. Taking advice for new purchases:(Graph-4.10, Table-4.2) Graph-4.10 Table-4.2 Qb Question, b percentage 25 20 Total Male Female 20 16 Agree 15 Completely 19 20 18 10 \ Agree 5 Somewhat 20 21 18 J 0 3 4 Agree a little 16 16 17 Responses Disagree a little 10 9 11 Qb Disagree somewhat _12 : 12 Jl J 1: agree completely 4: disagree a little Disagree 2: agree somewhat 5; disagree somewhat 3: agree a little 6: disagree completely Completel^^^P'^^^'yy 23 22 25 • Youth in this case have preferred to play it safe with 55% respondents agreeing to this statement that before trying any new product or service they do not take advice of others and 45% disagreeing to it. i.e. they do take advice of others while buying such products about which they are not aware or do not have much experience. • Amongst those who agree to it, the degree varied. While 19% agree to it completely, 20% said they agree some what while 16% were fence sitters, saying they agree to it a little. • With a dividend opinion to this question, one cannot say it with certainly whether youth would take the advice of others before they try a new product or service or not. 92 Biiyiiii; Hiihils (if Youth in Gujarut 4.6.3. Place preference for enjoyment •.(Graph-4.11, Table-4.3) When they were asked about their preference for the place of enjoyment they responded as follows Graph-4.11 Table-4.3 Oc. percentage Question, c 50 ^ 41 Total i Male Female 40 ^ Agree 30 - 22 Completely 41 43 38 20 Agree 10 Somewhat | 22 21 22 0 Agree a little | 12 12 12 2 3 4 Responses Disagree a little 1 8 8 ^ 7 Disagree ! Del somewhat j 5 5 5 1: agree completely 4: disagree a little Disagree | 2: agree somewhat 5: disagree somewhat 13 15 3: agree a little 6: disagree completely Completely | 11 ! • Yes, in line with general expectation, youth does have a liking for freaking out. Around 80% of youth said they do agree that to enjoy in life they would move out of home. • 41% said they agree completely while 22% said they agree some what. • The outcome explains the increase in number of fast food outlets, entertainment centres, multiplex theatres and travel services that have mushroomed in recent past in various cities of Gujarat. 93 Biiyiiii; Habits of Youth in (iiijufcit 4.6.4. Group Behaviour. :(Graph-4.12, Table-4.4) The question pertaining to group behaviour resulted in the following responses Graph-4.12 Table-4.4 Od. Question, d percentag e 30 25 Total : Male Female 25 Agree 20 17 17 14 14 '5 Completely 14 12 15 15 10 Agree 5 Somewhat 14 1 11 17 J 0 3 4 Agree a little 15 1 16 : 13 Responses Disagree a little 17 \ 17 16 Dd Disagree somewhat 17 i^^_16 ^ 17 1: agree completely 4: disagree a little \ 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely Completely 25 \ 25 : 24 • This question could be seen alongwith question (b) which asks whether before trying a new product or service, youth takes the advice of others or not. In response to this question, 25% disagree completely, 17% disagree somewhat and 17% disagree a little. • Alongwith 56% respondents who disagree, 44% youth said they do agree to this statement, though with varying degrees. • Here though nothing specific could be said since some youth would rather be amongst the P' in the group to try a new product while some would prefer to follow the trendsetter in the group. 94 Biiyiiiii Habits of Youth in Giijafot 4.6.5. Ownership of products for impressing people. •.(Graph-4.13, Table-4.5) The following were the extent of their agreement / disagreement. Graph-4.13 Table-4.5 Oe. Question, e f)ercentag e 23 25 1 21 Total * Male ' Female 20 Agree 15 Completely 21 19 24 10 Agree 5 Somewhat 17 ' 20 ; 15 0 Agree a little 17 16 : 17 2 3 4 5 6 Responses Disagree a little 8 1 10 : 7 Disagree • e I somewhat 13 ; 13 12 1: agree completely 4: disagree a little Disagree 2: agree somewhat 5: disagree somewhat Completely 23 25 3: agree a little 6: disagree completely ! 22 : • Here also the responses were mixed with 55% youth agreeing to the statement while 45% disagreeing to it. • Peculiarly while 21% agree completely 23% disagree completely. • While most youth would prefer owning things that would impress people, many youth would like to own these but would not like to accept that they are doing it to impress people. • In fact it is a general human tendency that a person enjoys ownership of products that would put an impression on others. 95 3ii\iiii; Hdhits of Yomh in Cinjaidi 4.6.6. Product purchase by other's approval :(Graph-4.14, Table-4.6) The next question was regarding their product purchase decision. Their responses to this question - I generally buy products that have the approval of others, were the following Graph-4.14 Table-4.6 \ Qf. percentage Question, f 30 25 Total ! Male Female 25 21 Agree 20 17 Completely 15 \ 18 12 15 10 10 Agree 5 \ Somewhat 25 ! 24 26 0 Agree a little 21 1 21 . 22 2 3 4 Responses Disagree a little 12 1 1.1 12 Disagree 1 : somewhat 10 12 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely ; Completely 17 17 17 • Above 60% people do agree that approval of others is important while purchasing products or service. While less than 40% do not rely on others'. • Many youth require peer approval so as not to be left out of the group. • To this extent one can say that the youth is not carefree regarding his/her purchase behaviour and does take others into consideration before making a fresh purchase. 96 Buviiii; Hiihils of )(>uth in Giijai'ti! 4.6.7. Importance given to others' liking for products owned •.(Graph-4.15, Table-4. /^.Following were the observations Graph-4.15 Table-4.7 percentage Question, g 35 Total Male Female 30 Agree 25 Completely 14 14 14 20 15 Agree 10 - ; Somewhat 17 ^ 18 17 5 - 0 : Agree a little 14 • 15 12 3 4 ; Disagree a little , \±^ 14 Responses J 11^.,J, Disagree Da somewhat 10 11 ; 9 1: agree completely 4; disagree a little Disagree 2: agree somewhat 5: disagree somewhat 1 Completely 31 29 ; 34 3: agree a little 6: disagree completely • 31% youth diagree completely to this statement. Which means that though they might like to have the approval of others, it is not necessary that others would like that product. • Around 55% youth diagree to this statement while 45% agree to it. 4.6.8. Importance given to others' liking for brands owned:(Graph-4.16, Table-4.8) The question on their brand purchase decision was - It is important that others like the brand I buy. The youth responded as follows • In line with question (g) around 56% youth disagree to this statement with 32% disagree completely to it. 97 Biiyiiii; Hdhils of Youth in (iiijaral Graph-4.16 Table-4.8 Oh percentag e Question, h 32 35 Total Male Female 30 "^ 25 Agree 20 16 15 Completely 13 14 12 13 13 °° 15 11 10 Agree j 5 : ] Somewhat ' 16 16 15 0 ^ 3 4 Agree a little | 15 16 14 Responses Disagree a little | 13 : 13 13 Disagree somewhat | 11 11 11 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree j 3: agree a little 6: disagree completely Completely J 32 29 36 • This means be it a particular product or a specific brand of a product it does not matter whether others like it or not. 4.6.9. Knowledge of brands and products that put an impression on others:(Graph-4.17, Table-4.9) In response to the question -1 like to know what brands and products make good impression on others, their extent of agreement / disagreement was as follows. • Above 60% youth agree to the statement. The responses are explainable when seen alongwith question (e) • However knowing what brands and products make good impression on others does not necessarily mean that it would translate into similar purchase trend. 98 Buying Hahils of Yoidli in Cujarat Graph-4.17 Table-4.9 Qi percentage Question, i Fema 20 - Total Male le 15 - Agree 10 Completely 23 23 23 5 \ Agree Somewhat 21 24 17 0 3 4 5 Agree a little 18 18 18 Responses Disagree a little 10 ^ 10 11 Disagree 0 somewhat 9 8 11 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely Completely 18 17 19 4.6.10. Purchasing brands that others buy to be like them. •.(Graph-4.18, Table-4.10) Peculiarly their response was as follows. • Only 29% of youth agreed to the statement that to be like someone they try to buy the same brands, that person buys. • An overhelming 70% disagreed with 50% disagreeing completely. • This response is relevant in the context of the fact that celebrity endorsements are being used for products like softdrinks, cars, twowheelers to lubricants and hair oil. 99 Biiyiiii; Hahiis of Yoiiih in Gujanit Graph-4.18 Table-4.10 percentage Question, j Total Male Female Agree Completely 6 6 5 Agree , 6 ^ Somewhat 10 9 11 LEL EiJJ_,^a_ 3 4 \ Agree a little 13 15 11 Responses 1 Disagree a little | 12 12 : 12 ; Disagree : somewhat | 10 10 10 1: agree completely 4: disagree a little 1: agree somewhat 5: disagree somewhat Disagree i 3: agree a little 6: disagree completely Completely | 50 46 54 4.6.11. Making the right purchase decision:(Graph-4.19, Table-4.11) The youth in Gujarat responded in the following manner • 62% respondents said that they agree to this statement while 38% said they disagree. • Youth are quite independent when it comes to decision regarding product / service purchase. They do not tend to rely on others to decide whether they are buying the right product or brand. 100 Biiyiiiir Hcihlts of Youtli hi Gujarat Graph-4.19 Table-4.11 Ok percentage Question, k ^.' 23 Total Male Female 20 - Agree 15 Completely 16 17 15 10 - Agree s 5 - 23 26 20 Somewhat ^ 0 - 3 4 Agree a little \ 23 23 22 Responses Disagree a little j 11 12 10 iDkj Disagree somewhat | 12 10 15 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely Completely 15 12 18 4.6.12. Involving friends to make correct product purchase decision:(Graph- 4.20, Table-4.12) The extent of agreement to the question - If I have little experience with the product, I often ask my friends about that product, was as follows. • A huge 82% youth respondents agreed that they do ask friends about products for which they have little experience. • This is evident since friends are increasingly becoming the most important determinants of a youth's behaviour. With acceptance by peers and friends being an top priority, youth tend to ask their friends for such products and services. 101 Biiyint; tiahils of Yciuth in Ciujarat Graph- 4.20 Table-4.12 01 percentage Question. 1 M Total ale Female Agree Completely 31 31 32 Agree Somewhat 31 31 30 i 2 3 4 5 6 Agree a little 20 21 20 Responses Disagree a little 8 9 7 Qll Disagree ^. somewhat 5 4 6 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely Completely 5 4 6 4.6.13. Product purchase decision that reflect lifestyle and status :(Graph- 4.21, Table-4.13) To know the interplay of the products they buy and their lifestyle they were asked the question - The things that I own and buy say a lot about my lifestyle and status. They had the following to say. • 77% of youth respondents claimed that the things that they own and buy are reflective of their lifestyle and status. • Only 23% thought that they do not necessarily buy products that be fit their lifestyle and status. • This could be seen alongwith the response to question (e) wherein above 50% youth said they like to impress people. 102 Biiyiiii; Habits ot Youth in (Jujanit Graph-4.21 Table-4.13 percentage Question, m 4(1 Fern Total Male le ?0 Agree •20 Completely 35 32 39 10 Agree Somewhat 25 29 20 0 3 4 Agree a little 17 18 17 Responses Disagree a little 9 : 8 9 Dm,1 Disagree somewhat 5 5 5 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3; agree a little 6; disagree completely i Completely 8 i 8 9 4.6.14. Consulting others for making the right purchase decision:(Graph- 4.22, Table-4.14) They responded as follows. • Above 70% respondents agreed that to choose the best alternative they often consult other people and more often than not, these other people could be their friends. • Less than 30% youth did not agree believing they would not consult but rely on their own judgement. 103 Biiyiiit^ Habits of Youth in Giijofat Graph-4.22 Table-4.14 Qn percentage Question, n r—, 24 Total Male Female Agree Completely 21 22 21 Agree Somewhat : 28 28 : 28 Agree a little >, 24 24 24 Responses Disagree a little ; 9 7 : 11 fQ n Disagree | somewhat 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely Completely 10 4.6.15. Family involvement in purchase decision:(Graph-4.23, Table-4.15) To know to what extent they value opinion of their family, they were asked - I often consult my family members before buying a specific product or brand. They had the following to say. Graph- 4.23 Table-4.15 3o Question, o percentage 50^ Total 1 Male Female 38 40- Agree 30 24 18 Completely 38 34 43 Agree 10 6 5 8 Somewhat 24 24 23 0 P?l ra f^ 1 2 3 4 5 6 Agree a liule il 18^ 17 Re sponses Disagree^a little 6 7 6 Disagree somewhat 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely Completely 10 : 7 104 Biiyiiiii Hiihits of Ydiitli ill (iii/cirar • An overwhelming 80% youth have faith in their family members and the family still remains one of the most important determinants of consumer behaviour alongwith friends. • Only 20% youth said they do not consult their family before using a specific product or brand. • This could be to confirm regarding the authenticity or otherwise of a product and does not necessary mean that the final decision is as per the family opinion. 4.6.16. Importance of family tradition and values:(Graph-4.24, Table-4.16) The importance attached to family tradition and values was attempted to be ascertained by the question -1 strictly follow my family tradition and values. The extent of their agreement was as follows. Graph- 4.24 Table-4.16 Question, p percentage Total 1 Male : Female Agree Completely 32 29 35 Agree Somewhat 25 26 24 Agree a little 18 18 18 Disagree a little 9 9 9 Disagree somewhat 8 8 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a httle 6: disagree completely Completejy 8 10 105 Biiyiiiii /Icihits (if Youth in Ciujaral • 3/4' of the youth still would follow family tradition and values willingly or unwillingly. • Only 25% said they would not strictly follow family norms. • Hence just as in the case of youth in Gujarat, family tradition and value system hold a lot of importance for youth in Gujarat too. 4.6.17. Going against family values and tradition. :(Graph~4.25, Table-4.17) The third question that was directed at the importance that the youth attach to family was - I wouldn't do anything that would go against my family values and tradition. They gave the following responses Graph- 4.2S Table-4.17 Qq percentage 1 Question, q 50 1 43 Total Male ! Female ! 40 Agree 30 Completely 43 39 47 20 10 \ ; Agree 0 JvL, ; Somewhat 19 21 17 1 2 3 4 5 Agree a little 14 17 12 Responses Disagree a little 10 10 9 Qq Disagree : somewhat 6 4 7 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely ; Completely 9 9 8 106 Biiyiiif; Habits uf Youth in CnijanU • Here also around 3/4"" respondents said they Would not do anything against the family norms. This means they not only obey the family system, they make sure that they do not get tempted to go against it. • Both questions (p) and (q) alongwith question (o) re-affirm that family is the centre of all actions 4.6.18. Response to advertisements:(Graph-4.26, Table-4.18) Youth's response towards advertisement of products was to be known by the question - I wouldn't buy those brands whose advertisement doesn't appear on T.V. or in print. They practically gave thumbs down to the same Graph- 4.26 Table-4.18 Qr Question, r percentage 50 n 41 Male 1 Female 40 Agree 30 Completely 15 °°20 13 14 8 10 Agree 10 Somewhat 0 ^ m i, 1 2 3 4 5 6 Agree a Utt]e Responses Disagree a little 0 Disagree soniewhat 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely Completely 41% respondents said they disagree completely and 31% said they agree. 107 Biiyiiiii Hiihils of )'()iitli in Ciujanil • This means that thoughTV and print ad could determine which brand is on to of mind, it does not mean that unadvertised brands are not a part of the youth's consumption basket. 4.6.19. Purchase decision based on liking of advertisements. :(Graph-4.27, Table-4.19) In line with the earlier question regarding advertisements the next question was - I wouldn't buy those brands whose advertisement I don't like. They responded as follows Graph- 4.27 Table-4.19 Qs percentage Question, s 50. 41 Total Male Female 40 Fl Agree 30 J Completely 12 12 12 ^°20 12 14 12 9 11 Agree 10- Somewhat 10 9 OJ i, 1 2 3 4 5 6 Agree ajittle 11 10 IL Responses Disagree a little 14 13 16 Qs Disagree somewhat 12 12 13 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely Completely 41 44 39 Here also close to 70% respondents disagreed with the statement. Bad adveritsements does not necessarily alienate youth in this age group. Close to 30% said that their purchase of a specific brand is also determined by him liking of the advertisement fo that brand. 108 Biiyliifi Habits of Youth in Ciiijiirut 4.6.20. Liking towards crowded places. :(Graph-4.2S, Table-4.20) When they were asked the question - I Hke to go to places where there is no crowd, they gave the following responses regarding their extent of agreement / disagreement to the statement. Graph- 4.28 Table-4.20 Qt percentage Question, t 40 Total Male Female 30-1 Agree i-20 Completely 37 39 35 )l 6 r-, Agree Somewhat 18 ^ 17 19 3 4 Agree a little 1.6 ' 17 16 Responses Disagree^ \\\i]Q 11 '. 9 13 Qt Disagree somewhat 7 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely Completely 11 12 10 • 37% respondents agree completely to this statement • Hence though they prefer to move out of home for enjoying themselves, they do not favour places where there are crowd. • They like to visit cinemas, entertainment centres etc. not because of the crowd but because of the entertainment value that these places have. 109 Biniiig Hdhils (if )'(nitli in (hijardl 4.6.21. Purchase decision based on advertising frequency. .(Graph-4.29, Table-4.21) To know whether the constant hammering of advertisements by marketers would entice today's youth to buy that brand, they were asked - Very often I end up buying those brands whose ads come continuously on T.V. They had the following to say Graph- 4.29 Table-4.21 Qu percentage Question, u Total Male : Female 1 Agree 13 m Completely 9 10 8 ^ Agree Somewhat 13 14 11 3 4 5 6 I Agree a little 18 19 17 Responses \ Disagree a little 15 14 16 Du ! Disagree somewhat 13 12 14 J 1: agree completely 4: disagree a little 2; agree somewhat 5; disagree somewhat Disagree Completely 32 31 33 • Only 40% youth agree while 60% disagree with the statement that they are influenced by TV ads. • They buy only those products or services which they, want or which offer them maximum value and benefit. • Ads. Are necessary to keep the brands in the youth consumption basket. 110 Buying Habits of Yoiil/i in Giijariit 4.6.22. Consciousness towards one's looks. :(Graph-4.30, Table-4.22) It was expected that today's youth is conscious of the way he/she looks. To ascertain the validity of the statement they were asked - The way I look in front of others is very important to me. Their extent of agreement was as follows. Graph- 4.30 Table-4.22 Qv Question, v j percentage 35 1 29 I Total ^ Male Female 30 25 Agree i 20 Completely 1 29 29 29 15 ^ 10 Agree ! 5 Somewhat 27 27 27 2 3 4 Agree a little 18 20 16 Responses Disagree a little 8 9 7 Dv Disagree somewhat 9 7 11 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely Completely 9 8 10 Only 25% people disagree while 75% agree that the way they look in front of others is very important to them. Many go a step beyond and would infact like to impress other people. 4.6.23. Fashion Consciousness. :(Graph-4.31, Table-4.23) Fashion consciousness of today's youth would be an area of interest for any marketer. To know the same the youth were asked the question -1 make sure that I buy the latest fashion products. They responded as follows 111 Biiyiiii; Htihlt.s of Youth in (iiijarat Graph- 4.31 Table-4.23 Oil percentage Question, w - j Total Male Female Agree Completely 27 23 31 Agree Somewhat 24 26 22 Agree a little 21 22 ^ 21 3 4 Responses Disagree a little 8 1 9 7 D w I Disagree I I somewhat 9 ; 9 9 1: agree completely 4: disagree a little 2: agree somewhat 5: disagree somewhat Disagree 3: agree a little 6: disagree completely Completely 11 11 11^^^ 72% youth prefer latest fashion products. The response is in line with the fact that they like to impress people and it is important how they look infront of others. Peer pressure also plays a major role and youth might end up buying something that the group leader has bought and that could be the latest fashion clothes, accessories or other products. 112 Buying Habits oj Youth in Ciiijaicit 4.7. Ownership Pattern of Products When asked the question - / own the following things / I plan to buy the following things within six moths, the main obseravations were as follows. 4.7.1 Two-wheelers. The two wheeler is an important investment for the youth. Considering the fact that 18-28 years is the age during which the youth goes to college, freaks out and uses his vehicle extensively. By the time he comes out of his college education, the vehicle has already become an integral part of his life and would be emotionally attached to it too. the top 3 owned 1 Hero Honda 2 Yamaha 3 Bajaj 4.7.1.1 Motorcycle : • Around 25% youth said they either own or intend to buy a motorcycle in 6 months. • With 41% respondent saying they own a Hero Honda bike, the brand continues its goods performance amongst this segment of users. • Bajaj with 26% and Suzuki with 14% users are at 2"^* and 3"^ position respectively. the top 3 intended 1 Hero Honda Yamaha at 11 %> usage is not far behind. 2 Yamaha 3 Bajaj Among youth who said, they intend to buy a motorcycle, Hero-Honda still is at No.l place with in excess of 60% youth preferring it. 113 Biiviiig Habits o) Youth in Gujarat • Product quality in terms of perfonnace is the most important detemiinant of which brand to purchase followed by service provider. However, since service network of allmost all bike manufacturers is in place, bike features reign supreme in the minds of the user. 4.7.1.2 Scooter: • Around 43% youth respondents said they either own or intended to buy a scooter. the top 3 owned 1 Bajaj • What Hero-Honda has done to motorcycle market, Bajaj 2 Kinetic 3 LML has done to the scooter market. 60% of youth who had scooters said they own a Bajaj scooter. 21% respondents said they own Kinetic Honda. This brand is paritcularly popular amongst female youth owing to its 'self-start' technology. LML is at 3'^'' place with 12% users. When it comes to brand intended to buy, 52% said they will buy a bajaj scooter which is lesser than those who owned it. the top 3 intended Against this, 22% would purchase an LML scooter in 1 Bajaj 2 LML future. This implies that though Bajaj has a good brand 3 Kinetic equity, LML as a scooter is growing in popularity amongst the youth segment owing to its tough and strong looks. Kinetic is at 3'^'' place with 19% youth intending to buy this brand. 114 Buying Habits of Yauth in Gujunii Just as in the case of motorcycles, product quality and service are the two important parameters that they would consider before deciding which brand to purchase. 4.7.1.3 Moped: • 20% youth gave moped as their choice of vehicle. Mopeds have higher female users as agianst sccoter the top 3 ozvrted 1 Kinetic which has more male users. 2 Scooty 3 Luna Kinetic 31%, TVS Scooty 28% and Luna 20% are the top 3 brands in that order. TVS Scooty is a brand that is fast growing not only among female but also among male youth. This is evident from the fact that 40% of youth who said they intend to buy a scooterette, would be buying a Scooty. Close on the heels of scooty is kinetic honda the top 3 intended with 30% possible young buyers. 1 Scooty 2 Kinetic Buyers of luna have slipped from 20% who own it to 3 Luna 13% who intend to buy it. Luna has been operating since ages on the price competitiveness plank. However for the looks conscious youth, paying more for better looks and power is a more desirable option that is provided by scooty and similar scooterettes. Though product quality is quite important, both service and price have equal importance when it comes to decision regarding purchase of a scooterette. 115 Buying fhihits of Youth in Gujarat 4.7.2. Car/Bicycle: • Both car and bicycle are the two extremes of a spectrum. While car symbolises wealth and represents the well to do rich urban youth of the state whose parents can afford a car for their college going child, bicycle ownership means that the middle class parents cannot afford a scooter or even a moped. Having said this for many upper class youth, bicycle could be a fashion statement with costly sporty and all - terrain bicycles giving them the much sought after rugged looks. • In cars, while Maruti with its various models continues to be on top of mind, for bicycles it is Hero and BSA that share the honours. • Many youths prefer to use the public transport to commute between house and college rather than use their personal bicycle. 4.7.3. Watch: • Above 90% youth respondents said they own a wrist watch, however not all knew exactly the brand that they were wearing. the top 3 owned 1 Titan • Titan reigns supreme when it comes to purchasing or 2 Timex 3 HMT owning a wrist watch with 62% owning it and 58% intending to purchase a titan watch. • The nearest in both the cases was timex at 12% and 2"^* position. 116 Biivlug Habits ot Youth In Gujufut • Other brands owned were hint, citizen, lamex, casio, the top 3 intended Rado, Omega and a host of other local and many 1 Titan 2 Other international brands that have more of aspirational value 3 Timex and are in the list of brand intended to purchase. • Quality of wrist watch is of utmost importance followed by price which could be deciding factor between two watches of same quality. 4.7.4. Shoes : • Ownership of shoes was also quite high at above 95%. However here also not many kenw which brand they the top 3 owned 1 Bata are wearing. 2 Action 3 Woodland • Bata is the most owned brand at 27% user base. • Action shoes at 16%) and woodland shoes at 15% are the two most owned brand after bata. • However for brand intended to buy, a maximum of 23% the top 3 intetided said they intend to purchase woodland shoes. 1 Woodland 2 Bata • Next only is Bata at 18% usage and Nike is 3'^'' in line at 3 Local 14% when it comes to brand intended to purchase. • While Bata is an age old brand known for its durability, woodland shoes are better known for their toughness and design. • There were also a host of local manufacturers like metro, chavda etc which have manged to create a brand of their own and a loyal user base. These 117 Ruving Habits ot Youth in Giijaiiit local players compete on the style and variety plank and at times are costlier than the better known national brands. • For shoes, quality is the most important determinant of brand purchase decision. The quality concept here is not limited to durability only but looks, style and designs also are imporatnt considerations. 4.7.5. Electronic Goods : The electronic goods segment included four items viz. Radio, walk-man, Personal Sterio and CD player. Radio cannot be termed as an elctronic item in the classical sense. However since radio comes in-built as a part of a larger music system, it has been put as a part of electronic goods category. 4.7.5.1. Radio: • As mentioned earlier, the classical battery operated the top 3 owned transistor radio is slowly phasing out since in its place 1 Phillips 2 Panasonic more sophisticated music systems with inbuilt radio and 3 BPL radio walkman are the latest rage. Radio ownership is moderate in the range of 30% since one off radio instrument is becoming a passe now. the top 3 intended The most widely owned radio brand is Phillips followed 1 Phillips 2 Sony by Sony and National. Phillips is on top of mind when it 3 BPL comes to purchase intention with 32% intending to purchase its radio. 118 Bini/ig Hcihits at Youtit in Gujaixit Quality of the product is the single most important determinant of brand decision. 4.7.5.2. Walk-man: • Sony and Aiwa brands of walkman are the most sought the top 3 owned after brands with 31% and 25% ownership and 45%) 1 Sony 2 Aiwa and 28% purchase intention. 3 Phillips Walkman has an ownership base of around 41% of youth owing to its mobility value. Quality is the most important determinant for brand the top 3 intended when it comes to walkman. This becomes important due 1 Sony 2 Aiwa to influence of Chinese made brands, imports from 3 Phillips Mumbai and sale at custom notified shops. 4.7.5.3. Personal Sterio : • Around 30% youth owned a personal sterio at home. the top 3 owned • Sony tops the list with 47% purchase intention followed 1 Phillips 2 BPL by Aiwa due to its low price and Phillips at 3'^'' place. 3 Sony • Presently the most owned brand of personal sterio is of the top 3 intended Phillips at 31% followed by BPL at 20% and Sony at 1 Sony 2 Aiwa 19%. National which is quite an old name has 11% 3 Phillips current user base but only 2% purchase intention. 119 Buyiiiii Hahits of Yoiilh in Gii/cinit • Other brands in the fray are Sharp, Videocon, Kenwood, Akai, Panasonic and the like. 4.7.5.4. CD Player : • CD player has a lower user base at 37% compared to the top 3 owned that of personal sterio or walkman owing to price 1 Sony 2 Aiwa considerations. 3 Phillips • Sony due to its technological superiority is the most widely owned CD Player. • Following Sony is Aiwa which is a low price product at 23%. the top 3 intended 1 Sony • Phillips is 3"^^ in line for ownership at 16%. 2 Aiwa 3 Other • Sony again is the brand most intended for purchase with 63% youth wanting to buy a sony CD Player. Aiwa is next at 23%. Just as in the case of a personal sterio, quality is the most important parameter for CD Player too. 4.7.6 Goggles / Contact lens : • While goggles had 36% user base, contact lens had a the top 2 owned 1 Ray Ban low 10% base. 2 Other Ray Ban brand is the most sought after brand of goggles 120 Buying Habits of Youth in Gujarat with almost all the youth respondents who intended to buy goggles, wanting to buy a Ray Ban. • For contact lens Bausch and Lomb was the most the top 2 intended popular contact lens brand with close to 75% 1 Ray Ban 2 Other respondent intending to purchase it. • Many goggles users who didn't know their brand; preferred to write Ray Ban as current brand used. This is predominantly due to the equity that Ray Ban enjoys amongst goggles users. 4.7.7Cellphone / Pagers : • Cell phone had a higher user base at 35% compared to pagers which had 4% users. • Nokia is the brand which is on top of mind. • However cheaper imports and Chinese handsets have created a flutter in the market. 121 Buying Habits of Youth in Gujarat 4.8. Importance in Life For each of the parameter mentioned, the youth responded in the following manner stating the extent of importance attached. 4.8.1. Education : (Graph-4.32) total male female % % % Extermely Important 68 67 68 Very Important 25 24 27 Somewhat Important 5 8 3 Not Very Important 1 1 2 Not at all Important 1 1 0 • As per expectations Education holds a lot of value for the youth in Gujarat with 68% saying it is extremely Education Graph-4.32 important while 25% saying it is 68 70 n very important. i§ 50 • There is not much difference 40 30- 25 between male and female t—Dl 20- respondents regarding its 5 10 1 1 importance as both said 61% and 0- E. kr^p V. Inp Ship NVtnp NAAkTip 68% respectively as extermely important. • This is a welcome departure from the trend of Gujarati youth in the past when acquiring education was only a means of acquiring a wife since it was imperative to join family business or start a new one. 122 Buying Habits of Youth in Gujarat • With home grown education institutes of excellence like Indian Institute of Management - Ahmecabad, National Institute of Design, National Institute of Fashion Technology and other management institutions being housed in the state, the effect it had on todays youth was that education and quality education in specific was at arms reach. • Also with more and more Gujarati youth going out of India for acquiring foreign education, it will only increase the value of education in the near future. 4.8.2. Values: (Graph-4.33) Total Male Female % % % Extermely Important 48 46 50 Very Important 43 43 42 Somewhat Important 8 10 8 Not Very Important 1 1 1 Not at all Important 0 1 0 Assesing the importance of values in ones life is as difficult as running a coolition government at the centre. Values Graph-4.33 Nevertheless an attempt has to be 48 50 c= 43 45 T made since how we behave in 40^ 35; different situations and circumstances 30 J % 25i is many a times determined by our 20 15i 8 10i value system. And for the youth in 5- 1 0 Qu E.hip Vhip Ship hWhip NAAImp 123 Buying Habits of Youth in Gujarat Gujarat, values hold a lot of importance with 48% saying, it is Extremely important and 43% saying it is very important. • While 50% female respondents said it is extremely important, a lesser 46% male youth said its so important. • Notably for less then 50%, the choice was not the 1^' one. This means though values do have extreme importance for them, they are not so important when taken on case to case basis. A compromise here and there for one's own advantage cannot be ruled out. 4.8.3. Family: (Graph-4.34) Total Male Female % % % Extermely Important 69 68 71 Very Important 27 28 26 Somewhat Important 3 4 2 Not Very Important 0 1 0 Not at all Important 0 0 0 69% of youth said family is extremely important and 27% said it is very important. • For 68% male and 71% female Family Graph-4.34 youth it was extremely important. 69 70 Family is one of the most 60 50 important determinant of 40 27 consumer behaviour. With more 30 20 and more nuclearization of family 10 3 0 0 0 E, hip V knp Ship NVhip NAA.tnp 124 Buying Habits of Youth in Gujarat and size of family becoming smaller and smaller its importance would increase day by day. • Notably close to zero percent respondents thought family to be not very or not at all important. In Gujarat, the dependence of a child on parents/grandparents and brother/sister in terms of emotional support and giudance is quite profound and the youth in this Western extreme of India has not turned 'Western' in real sense of the word. 4.8.4. Marriage: (Graph-4.35) Total Male Female % % % Extermely Important 26 28 26 Very Important 38 35 40 Somewhat Important 24 25 24 Not Very Important 6 7 5 Not at all Important 5 5 6 This importance of marriage in one's life could be on the decline with only 26% youth saying it is extremely Marriage Graph-4.35 38 important. 38% said it is very i ^°i 35 i important and for 24% it was some i 30 i 26 24 25 what important. At the same time 6% I % 20 15 and 5% said it is not very important I 10 5 and not at all important and these last 0 E hip Vknp Ship NVhip NAAhip figures could be on the rise. 125 Buying Habits of Youth in Gujarat • For todays youth the period 18-28 is the period to take education, consolidate and get settled in life. Marriage would definitely follow but would be low on priority during this period. • Also with the span of acquiring education increasing with every passing decade. Thanks to the ever competitive world, marriages would be delayed even further. • There was not much of a difference in responses of males and female youth since both see marriage not an end in itself 4.8.5. Money: (Graph-4.36) Total Male Female % % % Extermely Important 42 47 34 Very Important 39 37 41 Somewhat Important 15 12 19 Not Very Important 4 3 4 Not at all Important 1 1 1 • Money is the biggest motivator. Well not for todays youth. Unexpectedly while Education, family and values Money Graph-4.36 scored higher on the level of 45 42 39 importance, only 42% youth said 40 i 1 35 T money was extremely important 30 25 1 % while 39% said it is very important. 20j 15 15 1 10 4 5 0^ Ehip Vknp Ship NVhip NAAhip Buying Habits of Youth in Gujarat For almost 20% youth it was not so important. While for 84% male youth money was very or extremely important, 75% female respondents had the same response. Male traditionally being the primary wage earner for a better part of his life, values money more than his female counterpart. One school of thought believes that good education results in better financial freedom. An educated and qualified person is expected to do better in life compared to a lesser educated person. Money as a necessity could be important but education as means of acquiring money is even more important. 4.8.6. Status: (Graph-4.37) Total Male Femal % % % Extermely Important 43 45 39 Very Important 39 38 39 Somewhat Important 16 14 20 Not Very Important 2 2 2 Not at all Important 1 1 0 For 43% youth, status was extremely important while for 39% it was very important. Status Graph-4.37 Importance of status was found to be 45; 43 39 40 I slightly more amongst male than 35 J 30 i female respondents. 25 i 20 i 16 151' 10- 5! oi E.knp VHip Ship NVhip NAAlmp Buying Habits of Youth in Gujarat • Here also status is considered to be an obvious outcome of good quality education and abundant money. Family background would also determine the status that the youth carries alongwith. 4.8.7. Morals: (Graph-4.38) Total Male Female % % % Extermely Important 53 51 54 Very Important 35 34 36 Somewhat Important 9 11 8 Not Very Important 2 3 2 Not at all Important 1 1 0 • All is not lost for todays youth as the popular perception is. 52% youth 51% male and 53% females said I ^°'^^ Graph-4.38 morals are extremely important in one's life. 35% said they are very important. • When todays generation sees its bureaucrats and politicians E.hip Vhip Ship NVhip NAAhip surrendering values and morals to I attain political mileage, it is a welcome thought that todays youth have not allowed these influences to overpower their actions and behaviour. • Youth in Gujarat believe they are morally bound by their actions. 128 Buying Habits of Youth in Gujarat • Also with family as an important unit in one's life, the set of values and morals imparted to the children would ensure the increased importance of such parameters. 4.8.8. Power: (Graph-4.39) Total Male Female % % % Extermely Important 30 35 23 Very Important 34 35 32 Somewhat Important 26 21 33 Not Very Important 8 7 11 Not at all Important 2 2 1 Gujarat has traditionally been a peace obiding state. This is also reflected in the fact that only 30% youth said Power Graph-4.39 that power is extremely important. 34 35 30 For 37% youth it was somewhat to 30 26 25- not at all important. 20 15 • Expectedly male youth values power 10 more than female youth in this age 5 2 0 group. While for 70% males power is Eknp Vhip Ship NVknp NAAhip extremely or very important the figures is around 50% for female respondents. • Power has never been an end in itself for people in Gujarat. Though it is a means of achieving ends for some, for youth in 18-28 years group it holds much less importance than money and other parameters. 129 Buying Habits of Youth in Gujarat 4.8.9. Family Tradition: (Graph-4.40) Total Male Female % % % Extermely Important 27 27 29 Very Important 34 33 34 Somewhat Important 28 28 28 Not Very Important 7 8 7 Not at all Important 3 4 2 Though importance of family as a unit could be high at 70%, that does not translate into equal importance to Family Tradition family tradition with only 27% Graph-4.40 34 35 youth finding family tradition 30 i 27 28 extremely important. 25 J 20 H 0/ I Family as a unit providing /o 15 emotional as well as financial support has always been valued, E.knp V.Imp Ship NVImp NAAhip however not all traditions followed are being considered worth their weight. Many age old traditions have been given a break and newer traditions being tried. The new generation at times believes that some of the family traditions that their parents have been following are not applicable in the present day scenario. Also almost 40% youth found family tradition to be either not very important or only somewhat important. 130 Buying Habits of Youth in Gujarat 4.8.10. Stability: (Graph-4.41) Total Male Female % % % Extermely Important 51 45 55 Very Important 38 41 36 Somewhat Important 9 10 7 Not Very Important 2 2 2 Not at all Important 1 1 0 • Around 90% of respondents strongly believe that stability in life is of ulmost importance. Stability in life Graph-4.41 • Notably while 91% female youth 60 51 50^ thought stability was either very or 38 40 somewhat important a lesser 86% of to 30^ males believed the same. Also at 45% 20 9 10 extreme importance opinion, the male n 7^ 1 0-^ E, hip V Imp simp NV.hip NAAknp response was at least 10% less than those of females for whom stability was extremely important. • Expectedly while the male youth would like to experiment with newer and better jobs during this phase in life and probably till around the age of 40, their fairer counterpart would like to settle down earlier and would like to be more stable at an earlier age in life. 4.8.11. Personality of self: (Graph-4.42) Total Male Female % % % Extermely Important 58 51 66 Very Important 33 38 26 Somewhat Important 7 9 6 Not Very Important 2 2 2 Not at all Important 0 0 0 131 Buying Habits of Youth in Gujarat A high 66% female youth in the age group beheve personaHty of oneself is extremely important while 26% Personality of self Graph^.42 believe it is very important 8% or 58 60 less females believe it is not very or 50' 40' 33 only somewhat important. 1 % 30 Against this a fewer 51% males 20 i 7 10 believe that one's own personality is n 2 0 01- extremely important. However 38% E.hip V.hip Ship NVImp NAMmp believe it is very important. On an overall scale 58% of youth in Gujarat find personality of self extremely important while 33% find it very important. 132 Buying Ihihits of Youth ion Gujarat 4.9. Product Usage Pattern The responses to the section on product usage were as follows. 4.9.1. Perfume : (Graph 4.43, 4.44) • Out of the total respondents surveyed 62% said they do use perfume frequently Perfume Usage Current Brand Used Graph-4.43 The current brand of perfume used Yes,62 No,38 had as many as 30 options ranging % from international brand to Indian ones as well as some local makes also. • 'Charlie' with 25% respondents using it was the top most brand followed by Brut that had 11% youth using it. y^ in line was lomani which had 1% users. • 'Others' brands accounted for 32% of users. • 9% respondents said they would use any brand of perfume. • While Parkevenue and Elle-18 had 5% users each, Havoc and Poison brands had 3% users Brand Switching for Perfume Graph-4.44 each. Usage Rate 37 29 18 16 ] 37% respondents who were using perfume n rarely D often Q very often D frequently 133 3uyl)i;^ ilahits of Youth ion Giijani! said, they rarely change their brand i.e. they are quite loyal to the brand they use. 29% said they often change it while 16% said they were frequent brand switchers. Perfume as a product competes with deodorant, the usage of which is catching up fast amongst youths. Still perfume remains one of the most gifted items in the list of todays youth. 4.9.2. Shampoo .(Graph 4.45, 4.46) • 84% of total respondents surveyed, said they were frequent users of Shampoo Usage shampoo. Graph-4.45 Current Brand Used Yes, 84 No, 16 • More than 20 brand names emerged when asked about the current brand that they were using • Sunsilk emerged as the most widely used brand with 21% youth favouring it. • Pantene & Clinic Plus with 18% & 14% users came 2"'' & S"* respectively. • Head & Shoulders brand was not far behind at 13%) usage. • Both Nyle & Vatika that have predominantly herbal positioning, to gether amounted to 12% users amongst youth of Gujarat. 134 Buying Habits of Youth ion Cnijanil Over & above these 5 odd brands, 13% of shampoo users would use other brands including some major international ones like Fa, Ultra doux & Indian brands like Lux, Ayur etc. In the end , Indian herbal shampoo brands could muster a usage of around 15% of all shampoo Brand Switching for Slianipoo Graph-4.46 users. 21 13 M 1 Usage Rate • Majourity of shampoo D rarely D often D very often D frequently users would not experiment with their brand too often 57% shampoo users said they rarely change their brand. • While 21% & 13% said they switch brands often & very often respectively, only 9% said they frequently change brands. 4.9.3. Cold Cream:(Graph 4.47, 4.48) • Users of cold cream were around 44% of youth respondents Cold cream Usage Graph-4.47 Current Brand Used Yes, 44 No, 56 • Arround 10 brands in total generally constitute the consumption basket of youth in Gujarat. 135 Buyiiti^ Habits ofYoulh ion Gujarat Ponds is the most used brand of cold -Cream with 42% of respondents favouring it. Nivea which is the 2"'' most used brand is being used by 25% of youth respondents. Lakme with 14% of users is 3"^ in line. This means that the top 3 brands viz. Ponds, Nivea and Lakme together constitute in excess of 80%of the total usage of cold creams amongst youth i.e. rest 7-8 brands contribute only 20% of the total usage. Fair & Lovely & Brand Swilching for Cold-cream Charmis are the Graph-4.48 only two Other % 21 9 brands that have ) notable usage D rarely D often D very often D frequently rate at 8% and 3% respectively. Usage Rate • 62% of respondent claimed to be brand loyal i.e.they rarely change their brand of cold cream predominantly because their satisfaction level with these brands is quite high. • 21% said they often change their brand while only 8% said they were frequent brand switchers. L% Buying Hahils oj Youth ion Gujarat 4.9.4. Moisturizer:(Graph 4.49, 4.50) • Female users of moisturizer were in excess of 60% while overall 30% Moisturizer Usage youth use it Graph-4.49 Current Brand Used • There were total 7 brands in Yes, 60 No, 40 the fray % Lakme is the most widely used brand with 70% of respondents favouring it. • Ponds which is the 2"*^ most used brand is at a distant 15%. Nivea, Clean & Clear and Fair & Lovely brands of moisturizers are at insignificant levels of 4-5%) each when compared to Lakme or Nivea. This means the top 2 brands account for over 85% of total respondents' preference. Brand Swilching for Moislurizer Graph-4.50 Usage Rate • Most of Lakme brand users 64 16 11 10 % ] are a satisfied lot since 64% of total moisturizer users D rarely D often D very often D frequently said they rarely change their brand. However in excess of 20% youth said they change their brand either very often or frequently. 137 Biiyiii'j, Habits oj Youth ion Gitjcifut 4.9.5. Sun - Screen Lotion. (Graph 4.5J, 4.52) • Female users of sun-screen lotion were in excess of 50% while in totality Sun screen lotion Usage only 26% youth use sun-screen Graph-4.51 lotion. Yes, 55 No, 45 Current Brand Used • Only 10 odd brands were % mentioned when asked about the current brand used. In line with the trend set by moisturizers, for this product also Lakme emerged as the most widely used brand with a patronage of 17% respondents. The 2"^" most used brand - though insignificant in this case now, was ponds which could not even reach to double figures. Rest of the brands were at a token level of 2-3%. Brand Sivitctiins for Sunscreen lolion Usage Rate Graph-4.52 • 66% of users said they J rarely shift to other 66 5 9 10 % 1 ) brands of sun-screen lotion. D rarely • oflen • very often D frequently • While 15% said they often change it 9% said very often and 10% said they frequently change their brand. ..- _ 138 Buying Habits o) Youth ion Gujarat 4.9.6. Hair Dve / Hair Colour Only 21 users of hair dye and 16 users of hair colour were there amongst the target respondents. Not all hair dye users would have revealed the fact that they have to dye their hair. Hence the 21 users might not reflect the true figure. For hair colour, 16 users reflects the low penetration level of hair colourants amongst this age group. Also most of the users were found in Ahmedabad. For hair dye, 3 brands emerged viz. Godrej : 11 Indica : 1 and Loreal : 2 For hair colour 4 brands emerged viz. Ayur, Godrej, Loreal, Color-Soft. For both hair dye and hair colour, the frequency of brand shifting is very less with most of the users preferring to hang on to the same brand of dye or colour. 4.9.7. Deodorant:(Graph 4.5S, 4.54) • Around 60% of youth in the age Deodorant Usage Graph-4.53 group 18-28 use deodorants. Yes, 59 No, 41 Current Brand Used • Deodorant market is quite fragmented with 20 brands in the fray. However Rexona with 40% of patrons leads the pack. • Ponds at 9% is a distant 2n d 139 Buying Habits oj Youth ion Ciujarai • Brands like brute, denim, fa, xm, elle-18 are in the range of 4-7% user patronage. • Notably around 18% users of deodorants are using lesser known or international brands. Considering this, home grown brand Rexona has been perfonning quite well. Usage Rate Brand Switching for Deodorant • 46% users said . Graph-4.54 they rarely 46 18 14 change their 3 .i*- brand while 54% D rarely D often D \ ery often D frequently said they either change it often, very often or frequently. • Brand trial for deodorant is generally high since the per unit cost of deodorant is not very high specifically with smaller unit packs also available. 4.9.8. Shaving Cream /Shaving Gel:(Graph 4.55, 4.56. 4.57, 4.58) Shaving Cream Usage • 78% youth use creams Graph-4.55 while 25% use shaving Gels. There could be an Yes, 78 No, 22 overlap here with some respondents using both creams and gels. 140 Biiyiiii^ Hahils ofYoulh ion Gujanil Current Brand Used • Shaving cream market is fragmented with no clear cut leader emerging. Also with newer players entering the market it is expected to spread even further, Shaving Gel/Foam Usage • There were 21% Old Graph-4.56 spice users followed by 18% Denim brand users and 19% users of Godrej shaving cream. Palmolive at 13% and Gillete with 12% followers have also performed quite well. Then there are also the fringe players like dettol, park avenue and others. In contrast, the gel/foam market has given a clear cut mandate to gillete as the leader with 72%o of gel/foam users being users of gillete brand. Users of foam might not be its exclusive users since they might also be using gels or shaving creams also. Usage Rate • While 54% shaving cream users rarely change their brand, a larger 63% gel / foam users are brand loyal. This means that gillete is not only the market leader in gels and foams it also has a brand loyal customer base. 141 Buvinii Habits oj Yoiiih ion ihijarcii Brand Switching for Shavina cream • Shaving Graph-4.57 creams and gels continue 54 22 13 II 3 to be Qrarely Dol'lcn Qvery often D frequently important products in a man's consumption basket. Brand Switching for Shaving Gel Graph-4.58 /•^ 63 ] 0 rarely n often D very often D frequently 4.9.9. Talcum Powder: (Graph 4.59, 4.60) • A substantial 60% youth use Talcum Powder Usage talcum powders. This is Graph-4.59 understandable considering the No, 40 fact that the mercury in Gujarat at times goes as high as 45° C during summer and talcum powders give good respite from such scortching heat. 142 Buying Habits of Youth ion Gujarat Current Brand Used • The options for talcum poder • are quite high with many FMCG majors manufacturing it or marketing it. • Ponds emerges as the clearcut market leader with 60% of users in this age group. One of the reasons for Ponds dominating the market is that youth in this age group would have seen their parents using this brand since long. Also decision to purchase which brand of talcum powder could be taken not by the youth but by his/her mother or father. While perfumes and deodorants continue to be their domain, talcum powder to a certain extent is a joint decision. • Denim with 9% users has been making serious contribution to this market and is slowly emerging as a prominent player. • Others like nycil, boroplus, elle-18, fa, dermicool, cinthol, liril etc. are still fringe players for this segment. • A host of other brands constitute around 12% of the total market. Usage Rate • Users of talcum powder Brand Switching for Talcum Powder Graph-4.60 ^j.^ reasonably brandloyal with 57% users saying % 9 14 11 ] D rarelv D often D vcrv oflen D frequenlly I—: :—'J 143 Buyiiii^ Habits of Youth ion Gujanii they rarely change their brand. However with the number of options and fragrances increasing and the heat in Gujarat continuing to be as bad or even worse at times, brand loyalty could fast be a thing of the past. 4.9. JO. Nail Polish:(Graph 4.61, 4.62) • Understandably over 75% of female respondents use nail polish. Nail Polish Usage Current Brand Used Graph-4.61 • Though 5-6 major players Yes,75 No, 25 contribute to the over all market, smaller or international players are seriously making a dent into the shares of the top 3 brands. • Lakme is the leading brand here with 36% users favouring it. • Elle-18 and revlon at 28%) and 24% are at T^ and 3'^'' place respectively. • This means the top 3 brands account for 85% of total users in this segement. • The gap between the top 3 players is narrower than what it looks. • While Lakme and elle-18 are Indian companies, Revlon is an MNC on the heels of its Indian competitors. Usage Rate 144 Biiyiiii; Habits of Youth ion Gujarat Manufacturers of nail polishes have some very good news. An Brand Swilchino for Nail Polish overwhelming 97% Graph-4.62 users rarely change J their brands of nail polish, on analysing it D rarely D oflen D stri often D frequenlly further one can say that though trial rate for this product could be high owing to introduction of newer colours, a user while purchasing a new colour of other brand would eventually switch to his parent brand when the same colour is introduced by the company. 4.9.]]. Lipstick:(Graph 4.63, 4.64) • How could lipstick usage fall back when nail polish users are substantially Lipstick Usage Graph-4.63 high / Around 72% of female respondents use Yes, 72 No, 28 lipstick frequently. For some the frequency of usage was daily also. Current Brand Used • Options for lipstick are as wide as that for nail polish since both complement each other. • Lakme with 53% users and Revlon with 22% users are the top two brands. 145 Biiyiiiii Hiibits of Youth ion Giijcinil • Others in line are Oriflame, Elle-18, Avon. Maybeline, tips & toes etc. Brand Swilching for l.ipslick Usage Rate Graph-4.64 • 55% of female users said they .. L ) rarely change D rarely D often Dvery often D frequently their brand. With more and more MNCs entering the fray at various price points, brand loyalty could go for a swing in near future. 4.9.12. After - shave: (Graph 4.65, 4.66) • Around 63% male respondents use after shave lotions. The users of after shave are lesser than the users of shaving creams because all male After Shave Usage Graph-4.65 respondents, prticularly in smaller Yes, 63 No, 37 towns and cities do not use after shave % lotions. They tend to use home grown remedies in place of these cosmetic products. Current Brand Used • Old spice is the most widely used after shave lotion with 38%) male respondents favouring it. • Denim is a close 2n d at 27% 146 Biiyiiii; Hahir.s of Yoin/i ion Gujarat • Others like park avenue, palmolive, gillete, etc. constitute the rest. Brand Switchins for After Shave Usage Rate Graph-4.66 • 56% users said they rarely change their 22 I ] brand D rarely D often D very often D frequently • While 22% change it often, 11% each said they change it very often and frequently. 4.9.13. Razor:(Graph 4.67, 4.68) • Around 85% male respondents use razor. This is obvious considering the Razor Usage fact that almost similar Graph-4.67 percentage use either shaving creams or gels. Yes. 85 No, 15 Current Brand Used • Gillete is the clear leader amongst this age group though costlier than its cometitors with its Sensor Excell & Mach-3 range of razors, it has been successful in giving a value for money proposition to the male user. • 7 o'clock with 23% users is at 2" place. 147 Biiviiii; Hiihits of Yniith ion Gujcwal Usage Rate Understandably 71% users said they rarely change their brand of razor.. This is also explainable since a set of 6 razor blades could last for as long as 1 year for this age group. Brand Snitching for Razor / Graph-4.68 1 8 10 ) ,'-3 Drarely noften Dvcryofler Dfrequenlly 148 Buying Habits of Youth in Gujarat 4.10. Following were the main obseravations on the questions regarding consumption pattern of certain products. 4.10. I. Soft-drinks: (Graph-4.69, 4.70) • The cola giants - Pepsi and Coke have had a lasting impact on the Indian youth, particularly the 18-28 year old segment. 82% of youth in this Soft Drink segment said they consume Graph-4.69 soft drink while 18% said they don't. It is Pepsi with 33% Figures in % respondents favouring it, which is the top performing soft drink brand in Gujarat. • At 2"^* and 3'^'* place are two other cola brands viz. Thums-Up at 27% and Coke at 21%. • A host of other brands like Sprite, Limca, Maaza, Slice, etc. also together Soft Drink Consuirption accounted for Graph-4.70 \\% of tOtal consumption. very less less moderate high very high , JJ^g Qj^fy ^^ in % non-cola brands in top 5 were Mirinda (orange flavour) at 4%) and Fanta (orange flavour again) at 4%. 149 Buying Ihihits of Youth in Gujarat • Majority of consumption pattern is either moderate or less. Only 22% respondents said they are either high or very high drinkers of soft drinks. • White 40% are moderate drinkers, 14% and 19% are very less and less respectively. • Hence though soft drink consumption is high in ternis of spread, per capita soft-drink consumption is not very high. 4.10. 2. Cigarette: (Graph-4.71, 4.72) • Cigarette drinking is not rampant in this age - group with aroud 15% respondents accepting that they are smokers. In 85% respondents who said Cigarette they were not Graph-4.71 smokers, chances are that around 5% would not have liked Figures in % to reveal that they do smoke. Goldflake, Cigarette Consiuiption Wills are two of the most very less less moderate high very high in% preferred brands. 150 Buying Habits oj Youth in Gujarat • Other brands used are 4-square, Rothmans, Marlboro, Classic, Bristol and a host of other brands. • 25% of cigarette smokers said they were high smokers while 8% said very high. Around 30% said they are moderate smokers while 36% said they smoke cigarettes at a level that could be termed as less or very less. 4.10. 3. Beer / Alcoholic Drinks: (Graph-4.73, 4.74, 4.75, 4.76) • Gujarat being a dry state - The only one in India, consumption of Beer Beer '^^'^ " • and alchoholic drinks is very low, specially in the age group IS IS. Only 8% youth Figures in % said they consume beer while 5% said they Alcoholic Drinks Graph-4.74 consume alchohol. • Brands consumed range from Haywards and Kingfisher for beer to 8 p.m. and Royal Figures in % challenge for alcohol. More than 90% young consumers said they are either moderate, or very less drinkers. 151 Buying Habits of Youth in Cntjanit • Many youth in Gujarat tend to go to border areas of Daman,Mt. Abu, and Goa which are wet areas so Graph-4.75 that they can consume beer """"^ '''^^ very high and alcohol. Alcoholic Drinks Consuinption Graph-4.76 47 26 9 12 ——r very less less iTioderate high very high in% 4.10. 4. Chocolate: (Graph-4.77, 4.78) • Chocolate has a wide consumption base amongst the 18-28 year old youth Chocolates Graph-4.77 with 75% youth claiming they are into chocolate consumption. Figures in % While 33% were high or very high consumers of chocolate, 37%) said they were moderate consumers. Only 11% said they consume very less chocolate . 15: Buying Habits of Youth in Gujuntt Hence in Gujarat chocolate consumption base amongst youtii is not only wide but per-capita consumption is also substantially high. Cadbury's Dairy ClxKolale Consuinplion Milk brand of chocolate stands out amongst all other very less very high chocolate brands with over 74% consumer base. Rest is shared between Nestle, Amul, 5- star in the range of 4-5% and a host of other brands like kit-kat, perk, eclairs etc. which together constitute 11 % of user base. • Considering that Amul is a product of NDDB in Anand, Gujarat the fact that Cadbury's - dairy milk enjoys such huge equity is a creditable achievement. 4.10. 5. Tea: (Graph-4.79, 4.80) • Though Soft-drinks are extensively consumed by youth in Gujarat, if one Tea had to name the most widely Graph-4.79 consumed drink, it could have been tea with in excess of 65% user base. Figures in % 153 Buying Ihihits of Youth in Gujaral The most popular brand of tea consumed in Gujarat in Wagh-Bakri brand which is a local brand. Followed by Tata tea which has national appeal. Lipton, C Somabhai , Red label brooke Bond etc. are some of the other tea brands that have a wide consumer base in Gujarat. Many youths wouldn't be knowing which brand of tea they are using at home since the purchase is made by either the head of the family or the housewife. • While 37% Tea ConsuiTiplJon youth said they consume tea very less very high in moderate amount 29% are high on consumption and 14% said they are very high tea consumers. Tea consumption also becomes a way of socializing, of sitting with friends and having a chat, discussing topics and issues that do or do not affect them and freaking out will colleagues. 154 Buying liahils of Youth in Gujarat 4.10. 6. Coffee: (Graph-4.81, 4.82) • Its certain that Nescafe is the most preferred coffeee brand for over 60% of \ ^°"'' Graph-4.81 YOuth who Said they Uke to consume coffee. Around 88% youth preferred Figures in % Nescafe for Bru which was nearest at 6% user base in this age group. Sunrise with 4% patrons was 3r d in Hne. • Unhke tea where there are many local and national players and there is a lot of clutter, coffee scene has only one major player - Nestles's Nescafe, hence brand awareness is quite high. Coffee ConsuiTiplion • Coffee very less very high consumption is on the rise in Gujarat and is a recent phenomenon here. While 34% youth said they are moderate coffee drinkers, 27% are less and 17% are very less quantity coffee drinkers. 155 Buying Habits of Youth in Gujanil 4.10. 7. Gutkha : (Graph-4.83, 4.84) • Gutkha chewers are rampant in the Saurashtra region of Gujarat. Even the Gutkha young people Graph-4.83 there are gutkha addicts. Majority of 4% users who agreed to gutkha Figures in % chewing were in the Saurashtra belt of Rajkot, Jamnagar, Porbandar. • Since gutkha chewing is not socially accepted, youth prefer to remain away from this habits. While cigarette smoking does not attract same resistance, gutkha chewing does. Gutkha Consumption Graph-4.84 very less less inoderat high very in% 156 Buying Habits of Youth in Gujarat 4.10. 8. Ice-Cream: (Gmph-4.85, 4.86) • Ice-cream consumption in Gujarat for the 18-30 year old has overtaken the consumption of any Ice Cream Graph-4.85 of softdrinks, Tea or Coffee. An overwhelming 85% youth respondents Figures in % said they are avid ice cream consumers. • A large consumer base was accompained by a high per capita consumption with above 40% respondents agreeing to the fact that they are either high or very high consumers of ice-cream. Ice Cream Consinrption • While 40% said they are moderate ice cream consumers very less very high only 6% said they eat very less ice cream. Gujarat has traditionally been a bastion of local ice-cream manufacturers and the trend still continues. 33% youth preferred Vadilal ice-cream while 15% and 13% each preferred Havmor and Dairy Den respectively. Amul with 13% user base competes the huge contribution of local branded ice- 157 Buying Habits ofYoiiih in Gujarat cream manufacturers. Then there are also other local small scale ice-cream producers in each city which together contribute a noteworthy 9% consumer base. Finally 8% young respondents said they would enjoy any and every ice-cream offered to them. • The trend of ice-crean consumption is attributable to the high heat wave that swamps the state during summer. 4.10. 9. Natural fruit juice: (Graph-4.87, 4.88) • Consumption of natural fruit juices has never been a rage in Gujarat Natural Fruit Juice Compared to ice Graph-4.87 creams. These natural fruit juices complete the line up of Figures in % I beverage which includes soft-drink, Tea and Coffee. Less than 50% youth said they do consume natural fruit juices - branded or home made. While less than 25% youth are high or very high fruit juice consumers, 37% are moderate drinkers. Natural Fruit Juice Consumption very less very high 158 Buying Habits of Youth in Giijiinit • Amongst branded fruit juices, Real from Dabur is on top of mind. • Where as branded fruit juice consumption in the state is not common, home made juices or the produce of the roadside vendor is quite common. 4.10. 10. Health Food Drinks: (Gmph-4.89, 4.90) • At 44% consumption, healthfood drinks have been having a substantial patronage amongst youth in Gujarat. However they have not been able to beat either of tea Health Food Drink Graph-4.89 or coffee both of which have higher proportion of people responding Figures in % in the affirmative. • Boumvita is the most preferred drink with 60% people preferring it. • Milo at 9% is far behind the leader followed by Horlocks at 7% and Complan at 6% people preferring it. • Other players are Boost, Nutramul, Protenules, Maltova etc. • 60 % youth said their consumption level is moderate to high • 22% respondents said they are heavy consumers of healthfood drinks. Health Food Drink Consuinption Graph-4.90 31 30 22 9 very less less iTwderate high very high 159 in%