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Chapter 4 BUYING HABITS of YOUTH in GUJARAT

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Chapter 4 BUYING HABITS of YOUTH in GUJARAT 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 73 0) O 3 o o o "o a u & o O (D 2E9 O ID o CO N o •o o CO o 3 a m o o CM a CO O a @ u m u Id m mm CO U) c o tm 0C9 JO it: OS 0] 0) TO o o Q. o c N (3 a. c (/} >. o o CO 0 H a: I CO c £ (0 CD (U O < c c .5c5 c (0 T3 (0 TJ c c c 76 Buying Habits of Youth in Gujarat 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') 78 ro Q o 0) CO CM ki O o a 2 3 o O o ID o o CO G v in o a T3 o CM > o ua in u O) 00 GO ? •c U \ RLJ E E o (0 (0 (0 S J3 'c 03 •4-' c « o c >% o 0) I •o ^ _D E \- o O T3 O CO (0 > (0 c CQ m e 4) 79 Buying Habits of Youth in Gujarat 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 80 o o CO Q (0 CO o o c I o in o o CO (» ti o a w l-l O o O C\J •T3 c CO cn CO (U) c o H C8 M J3 c« £ o O) o> CQ o U CO c E © < 1 in (0 (0 (/} 0) E (A « 0^). L— 0) o c j^ 0) E 0) c (0 CD I— o ^ E L> o o 3 8" CO H O CO •g (U c O > w a) o (A 0) "D (0 T3 _3 (0 U Q. c E e CO o « O 81 Buying Habits of Youth in Gujarat t, aspirants of the sport. To sum up the 3 most preferred sports in Gujarat are 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 82 a> m o (1) TO •c D • a 2 § 45 o CVJ eg CO CO CO in o.-, o in • in 5 <o co in CM a> O) (0 3 O o. V o •n •c 3 :^ O CO 'c (0 CO (0 O 00 d. in to •c CO a CO O V N iS k. CD (/> -*^ o (0 (A y* a> ^ 3 (0 C m •o 0) CO (0 o E m 0) <u CO CO CO o CO .c ck_ (U CO (0 -3 0 c \) 0) in w Q. 1- t 0) 0) I:J 83 Buying Habits of Youth in Gujarat young people from enjoying this sport and their home dining table proves to be good and easy substitute for the official table. Similar is the case with billiards / snookers. With, the snooker table accessible only in clubs and no other substitute available. However billiards and snooker as alternative sport options are gaining in popularity with local heroes like Geet Sethi winning international acclamation. Still at 9% preference percentage it is way behind the top 3 indoor sports viz. Carrom, Chess and Table tennis. 4.4. Favourite outfit • The most likely outfit in which one can expect the 18-28 year old male youth in Gujarat is a Jeans and a Shirt. • One can expect his female counterpart in a Salwaar Kameez. 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.
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