DECLARATION

I MISS NEHA of T.Y.B.M.S (SEM 5) hereby declare that I have

completed this project on BUYING BEHAVIOUR OF TEENAGERS in

the academic

Year . The information submitted is true and original to the best of my

Knowledge.

Signature of Student
 CERTIFICATE

I PROF. hereby certify that of on the academic year

2004 2005. The information submitted is true and original to the best of my
knowledge,

Signature of Project Co-Coordinator

2
 ACKNOWLEDGEMENT

It has been a memorable experience working on this project. It

gives me joy & honors to present this project to the concerned Authorities.

I would sincerely like to thank few people for the help & support given by
them:

THE LIBRARY STAFF

MY FAMILY

FRIENDS.

These people helped me to give the best of their and my knowledge.

3
 Executive summary

Consumers in todays society create a large section of people who

have their own choice and want and therefore are straight decision
makers. They know what they want to buy, the purpose for buying and
also for how long will they be loyal to that brand.

Teenagers and young adults are not just big spenders themselves; but
they are also the biggest influencing force in a familys expenditure
chart.

They not only look for quality and quantity but also for moneys
worth. Such teen behavior influences the economic market.

They not only look for quality and quantity but also for moneys
worth. Such teen behavior influences the economic market.

Products in market are usually produced, consumed and disposed on

such a pattern. The highly influential strata of the society run the
whole consumption business.

The existence of a company depends on the profitability of the

company and the study of the teens behavior is therefore very
essential.

There are certain factors that influence the buying behavior of teens
such as:
Cultural.
Social.
Personal.
Psychological.

Thus I have co-related an almost perfect set of questionnaire, which

will help the reader to have a better understanding for the same.

4
 TABLE OF CONTENT
SR. NO CONTENT PAGE
NO.

1 INTRODUCTION 7

2 BUYING BEHAVIOR OF TEENS 3

3 WHAT DRIVES BUYERS BEHAVIOR

4 WHY STUDY BUYERS BEHAVIOR

5 QUESTIONNAIRE FORMULATION

6 WHY STUDY BUYING BEHAVIOR OF TEENS?

7 FACTORS INFLUENCING THE BUYING BEHAVIOR OF

THE TEENS

8 ANALYSIS

9 FACTS AND FINDINGS (IN BRIEF)

10 RECOMMENDATIONS

11 BIBLIOGRAPHY

12 ANNEXURE

5
 INTRODUCTION

MALHAR is the most awaited intercollegiate festival in Mumbai. There is

so much of it now-a-days that one has to open ones mouths really wide for a
taste of malhars spices. Weve heard theyve got HUGE prizes, like Pepsi
sponsoring events where the winners get to go on a trip to Sri lanka(which
sounds way cool) to watch cricket (which theyve already been watching in
their building compound every Sunday for nearly two decades).

Why do Pepsi and other brands have to sponsor these intercollegiate events?
The answer to this question is the students.the teenagers! These
teenagers become aware of these brands when they see them in the festival
around themselves. Teenagers & young adults are not just being spenders
themselves, but they are also the biggest influencing force in a familys
expenditure chart.

The Indian teenager is very complex. Confident, shy, open, conservative,

friendly, selfish, decisive, fickle-minded, with his/her own set of passions,
desires, value system, strong likes, dislikes & the attention span of a fly.

If market studies have it right, youngsters today not only decide for
themselves but also influence the decision of their parents. Moreover, though
they do not have the purchasing power yet, they would soon come into that
bracket.

Mineral water, Ayurvedic drugs, detergents arent the kind of products that
are traditionally targeted at young people, right? The makers of Bisleri,
Ayurvedic concepts, Surf Excel and Monte Carlo wouldnt agree. Over the
past decade, many companies have been looking at the age group 14-19
years as an elixir for their sales graphs. Unlike the graying West, India

6
is the FMCG Multinational Hindustan Lever estimated that by 2003 the
teenagers are expected to account for more than a third of the population
from, 27% in 1999.

Demographically, in general, 14-19 year olds account for one out of every
four Personal Computers sold, one out of every three Internet connections,
one out of every four pagers & one out of every three Mobile phones. An
open & innovative mind set makes them important for new categories.
Psycho graphically, teen is not a target segment but a state of mind. It is a
mindset increasingly embraced by more & more consumers. Consider this
math, if 10.6 million urban teens buy a 400/- Uncool pair of shoes; we
would have a Rs. 4 billion market. And if 10.6 million urban teens buy
Value right clothes at a rate of Rs. 1000/- per year, it tots up to a hefty
Rs. 10.6 billion market, and dont forget lode mines like the market for girls
at the threshold of femininity. If some 1.9 million girls purchase skin care at
the rate of Rs. 200 million, they would cream Rs. 4 billion market.

Thus, the purpose of this project is to provide you with an overview of the
buyer behavior of the teenagers. This involves the study of how the
thoughts, feelings, and actions of teenagers relate to the marketing stimuli,
they encounter in their decision-making environment. Analysis, research and
practical information collected, will form the basis of this project.

7
 BUYING BEHAVIOUR OF TEENS
B uyer behavior can be defined formally as those actions directly involved in
obtaining, consuming & disposing of products & services, including the
decision processes that precede & follow those actions. What we want is
how knowledge of this behavior can be useful to managers, particularly in
terms of strategic decision-making. Marketers make their marketing strategy
decisions on the basis of assumptions about how buyers will behave in a
given set of circumstances. It is assumed that if prices are reduced, people
will buy more of that product. If 2 products are identical, then people will
opt for the one with higher quality. If a product is more durable, people will
opt it over other products. These are assumptions of the rational buyers in
the economic theory. In actual practice, people often do not buy for these
rational reasons. This does not mean that their behavior is irrational; it
simply means that their behavioral motives & the buying influences to
which they are subject to much more complex than the explanation in the
economic model.

8
 What drives Buyer Behavior?

M ost people engage in consumption activities every day. Our very identities
are tied up with our roles as buyers and users of goods and services. Yet how
many of us understand the forces that drive our consumer choices at any
given time?

T raditional segmentation criteria are not always appropriate in a world

growing ever more fluid and complex. Instead, the motivating forces behind
the consumer decision-making process must be revealed and examined. Key
topics explored are information processing, the influences of personality and
style on consumer choice, as well as sexual symbolism, situational and
contexts and retail environments.

9
 Why study Buyer Behavior?
M uch of your life involves a variety of consumer\consumption activities, so
this subject is very practical. People buy things. People try to maintain a
certain image or get a job. Students attend a class that you paid for. People
complain to friends about a product that doesnt work as it is composed to. A
parent tries to get a child to eat oatmeal.

W hat do people want?

Why do they want it?
How can I find these things?

It is obvious that people are different. Because of this, the study of buyer
behavior is a very diverse field. Buyer behavior is also about money &
business. Companies have to sell products or services to consumers at a
profit to stay in existence. Non-profit organizations have to raise enough
money to cover expenses. If no money comes in, then the doors will
automatically shut. So companies are trying to find out & do whatever it
takes to become the customers choice.

At Wal-Mart visitors are met at the door by Rex-the-greeter who makes

them feel like Wal-Mart is an honest, down-to-earth place to do business.
The United Way encourages us to donate to their worthy causes. Buyer
Behavior is about joining the organization with its customerfinding out
what the customer wants, communicating those findings within the
organization, & then communicating with the customer about the product or
service that results. The organization that is tuned into their customer has the
best chance of success.

10
 Project objective
PRIMARY OBJECTIVE:

To understand the pattern of expenditure of teenagers of Mumbai.

S E C ON D A RY OBJECTIVE:

(To achieve the primary objective, we need to know the

following things)

The monthly allowance received by the teenagers today.

Expenditure of their allowance on food, expenditure, etc.

The amounts spend on outside food.

The number of times they prefer going to cinemas for

watching movies.

Their one-timely expense in Pool Clubs and Discotheques.

Their daily expense on Tobacco & Drinks, if any.

In short, their expenditure on traveling, buying gifts,

clothes, etc.

11
 RESEARCH METHODOLOGY

P O P U L AT I O N

The population consists of all individuals in the age

group of 14-19 years residing in Mumbai.

SAMPLE FRAME

All the questionnaires were filled over a period of

seven days- from the 16 t h to the 22 n d of August 2003.

SAMPLE U NI T

Individual Respondents.

SAMPLE SIZE

The sample size consists of 50 individuals.

SAMPLE BREAK-UP: -

The sample size has been broken into three-age groups

14-15, 16-17 and 18-19 with equal weight age given to each
group. Furthermore, each group is divided into males &
females.

12
 SAMPLE DE S I G N

The sample design used is quota sampling. Here the

population is divided into different strata & a quota of
sample is picked up from each strata. The selection of
individual items within each quota is left to the researcher.

TO O L O F D ATA C O L L E C T I O N

The tool of data collection used is the Questionnaire.

Almost all the questions are close-ended in nature.

13
 Questionnaire formulation
AGE

I have divided the teens into basically 3 age groups i.e.

14-15 years, 16-17 years & 18-19 years. This is because the
ones in the age group of 18-19 are more stable than the ones
in the age groups of 16-17 and 14-15 years who have not yet
completed their school life & some have just entered the
college life. But to get a more historic view we need to
consider all individuals within the range of 14-15 years.

GENDER

To know the gender the applicant belongs to & to

differentiate between the buying behaviors.

I USUALLY RECEIVE MY POCKET MONEY

_________________

{This question is to know as to when a teenager usually

gets his pocket money i.e. everyday, weekly, monthly or
whenever required.}

I RECEIVE Rs. ________________ EVERY MONTH.

This is to differentiate the teens on the basis of their
financial backgrounds divided into three groups of below
Rs. 500, Rs. 500 and Above Rs. 500.

14
I USUALLY SPEND THIS MONEY ON
________________________
This is to find out where do they usually their allowances.
Do they spend it on food or do they prefer spending on
entertainment or do they spend for any other purpose.

I USE THIS POCKET MONEY ON ENTERTAINMENT

FOR _______
This question is to know what sort of entertainment is
preferred watching movies, or going to discotheques and
pool parlors, or do they prefer going to cyber cafes etc.

I USUALLY SPEND Rs. __________________ON BUYING

CLOTHES PER MONTH.
This question is to determine how many actually buy
clothes for themselves & how much do they spend on
buying them. They been divided into four groups of do
not spend at all, spend less than Rs. 200, Rs.200-400 and
above Rs. 400.

I USUALLY SPEND Rs. ___________ON BEAUTY CARE

PRODUCTS/ SERVICES.
This question is to find out basically how many people use
beauty care products/ services and how many do they
generally spend on them. Here the groups are classified
into four groups viz. less than Rs. 100, Rs.100-200, Rs.
200-300 & above Rs.300.

I PREFER GOING TO MOVIES_____________NUIMBER

OF TIMES IN A MONTH.
This question helps us to find out how many teens going 1
time, 2 times, 3 times, 4 times & more than 4 times in a
month.

15
I SPEND APPROXIMATELY Rs.___________ WHILE
GOING FOR A MOVIE.
This question enables to find out how much does a teen
sped while going for a movie on an average. He either
spends Rs.50 100 or Rs 100 150 or Rs 150 200.

I GO TO CYBER CAFES
USUALLY_____________________
This question helps us to find out the reasons why teens
go to cyber cafes. The options are to surf, to check mails,
to chat or for other work.

I VISIT POOL CLUBS/ DISCOTHEQUES/BOWLING

ALLEYS USUALLY _________ NUMBER OF TIMES
EVERY MONTH.
This question tells us about how many times they visit
pool clubs/discotheques/bowling alleys every month. The
choices were less than 3 times, very often or almost
everyday.

I USUALLY SPEND RS _________ ON CLOTHING

ACCESSORIES (like
belts,shoes,perfumes/deodorants,watches,purses etc.)
This question tells us about the importance of clothing
accessories now-a-day. It also tells us the amounts spend
on buying them. Their choices were less than Rs. 50, Rs.
50-100, Rs.100-150 and above Rs. 150.

16
 I CONSUME _________________________________
This question enables us to know how many teens do have
drinks, do smoke, do both (drink & smoke) or do not have
any of them.

IF YES, I USUALLY SPEND Rs.__________ON

CONSUMPTION OF TOBACCO & DRINKS.
This question tells us what part of their allowance is
spend on consumption of tobacco & drinks. Their choices
were less than Rs 50,Rs 50-100, Rs 100-150and 150 above.

I usually travel by _____________________________.

This question tells us what mode of transport the

teenagers use today.
Do they travel by bus or Rick or by 2 wheelers or by 4
wheelers or by train or prefer walking.

I spend approximately Rs ____________ on traveling.

This question tells us how much does a teenager spend on

traveling every month. Do they spend less than Rs 200 or
between Rs 200-300or between Rs 300-400or above Rs 400?

I do spend on ______________________________
This question helps us to analyze whether the teenagers Buy
gifts for others or only Buy something for oneself.

17
I usually spend approximately
Rs________________________
This question helps us to know how much a teenager on
his /her friends.The options given were none at all, Rs 50-
100, Rs 100 150 or Rs 150 200.

I usually spend on buying things (for oneself and for others)

Rs _______________

This question tells us on an average how much do teenagers

spend on buying things for oneself and for others. The
options given were None, Rs 100-200, Rs 200-300orRs300-
400.

18
FACTORS INFLUENCING THE BUYER
BEHAVIOR OF THE TEENS

Cultural
Factors:-
Culture.
Subculture.
Social class.

Social Factors:-
Reference
groups.
Family.
Social roles &
status.
Personal Factors:-
Age & stage in the
life cycle.
Lifestyle.
Personality & self-
concept.
Occupation &
economic
circumstances. Psychological
Factors:-
Motivation.
Perception.
Learning.
Beliefs &
Attitudes.

19
Q1) I usually receive my pocket money______________.
Everyday
Monthly
Weekly
Whenever required

Tabular representation of the data showing variation in receiving pocket

money between age group of 13-15, 16-17 &18-19, of males and females is
shown overleaf.

20
Q1)

When do you receive your pocket money?

Everyday Weekly Monthly Whenever

(%) (%) (%) required
(%)

GENDER MALE 10 12 32 46

FEMALE 2 12 36 46

13-15 5 5 18 46

AGE 16-17 12 12 38 46

18-19 3 15 39 72

MALE --- 9 27 38
13-15
FEMALE 9 --- 9 43

MALE 24 --- 38 38
16-17
FEMALE --- 24 38 38

18-19 MALE 4 22 30 44

FEMALE --- 9 47 42

21
Q2) I receive Rs._________________________every month.
Less than Rs. 500
Rs. 500
Above Rs. 500

Tabular representation of the data showing variation in receiving per month

(pocket money) between age group of 13-15, 16-17 &18-19, of males and
females is shown overleaf.

22
Q2)

How much money do you receive every month?

Less than Above

Rs. 500 Rs. 500 Rs. 500
{%} {%} {%}

MALE 38 40 22
Gender
FEMALE 26 54 20

13-15 48 38 14
Age
16-17 38 47 15

18-19 20 51 29

13-15 MALE 50 30 20

FEMALE 45 45 10

16-17 MALE 56 38 6

FEMALE 19 56 25

18-19 MALE 18 46 36

FEMALE 22 57 21

23
Q3) I usually spend this money on _______________ .
Food
Entertainment
Others

Tabular representation of the data showing variation in spending behavior

per month (on food, entertainment and others) between age group of 13-15,
16-17 &18-19, of males and females is shown overleaf.

24
Q3)

On what do you spend your money?

FOOD ENTERTAI OTHERS

{%} NMENT {%}
{%}

MALE 44 37 19
Gender
FEMALE 28 53 19

13-15 26 48 26
Age
16-17 35 44 21

18-19 37 45 23

13-15 MALE 30 40 30

FEMALE 22 56 22

16-17 MALE 46 32 22
4
FEMALE 30 66

18-19 MALE 48 41 11

FEMALE 28 43 29

25
Q4) I use this pocket money on entertainment for ____________ .
Going for movies
Pool clubs and discotheques
Traveling
Consuming tobacco & drinks
Going to cyber cafes.

Tabular representation of the data showing variation in spending behavior

per month (on entertainment) between age group of 13-15, 16-17 &18-19, of
males and females is shown overleaf.

26
Q4)

On what do you spend your money?

Movie Cyber- Clubs & Tobacco Traveling

s caf discotheque & {%}
{%} {%} s {%} drinks
{%}

GENDE MALE 31 10 17 6 36
R
FEMAL 41 8 7 6 38
E

13-15 30 5 15 --- 50
AGE
16-17 34 4 7 4 41

18-19 38 12 10 8 31

14-15 MALE 22 10 34 --- 34

FEMAL 36 --- --- --- 64

E

16-17 MALE 29 --- 21 --- 50

FEMAL 39 8 13 8 32
E

18-19 MALE 35 12 13 7 30

FEMAL 41 9 6 9 35
E

27
Q5) I usually spend Rs. ______________ on buying clothes, per month.
Do not spend at all
Less than Rs. 200
Rs. 200- 400
Above Rs. 400

Tabular representation of the data showing variation in spending pocket

money (on buyingclothes) between age group of 13-15, 16-17 &18-19, of
males and females is shown overleaf.

28
Q5)

How much money do you spend on buying clothes per month?

Dont Below Rs. 200- Above

spend at Rs.200 400 {%} Rs. 400
all {%} {%}
{%}

GENDER MALE 28 41 18 13

FEMALE 23 52 20 5

13-15 39 39 19 3
AGE
16-17 15 50 15 20

18-19 25 48 21 6

14-15 MALE 47 33 13 7

FEMALE 31 44 25 ---

16-17 MALE 21 37 21 21

FEMALE 7 67 7 19

18-19 MALE 23 46 20 11

FEMALE 26 50 24 ---

29
Q6) I usually spend Rs. ____________ on beauty care products/ services.
Less than Rs.100
Rs.100-200
Rs.200-300
Above 300

Tabular representation of the data showing variation in spending pocket

money (on beauty care products/ services) between age group of 13-15, 16-
17 &18-19, of males and females is shown overleaf.

30
Q6)

How much do you spend on beauty care products/services?

Less than Rs.100- Rs.200- Above 300

Rs.100 200 300 (%)
(%) (%) (%)

GENDER MALE 10 12 32 46

FEMALE 2 12 36 50

13-15 5 5 18 72

AGE 16-17 12 12 38 38

18-19 3 15 39 43

MALE --- 9 27 64
13-15
FEMALE 9 --- 9 82

MALE 24 --- 38 38
16-17
FEMALE --- 24 38 38

18-19 MALE 4 22 30 44

FEMALE --- 9 47 42

31
Q7) I prefer going to movies ____________ number of times every month.
1
2
3
4
More than 4

Tabular representation of the data showing variation in choice of teenagers

between age group of 13-15, 16-17 &18-19, (for the no. of times they go for
movies in a month) of males and females is shown overleaf.

32
Q7)

How many times do you prefer to go for movies in a month?

1 2 3 4 More
{%} {%} {%} {%} than
4
{%}

GENDER MALE 31 10 17 6 36

FEMALE 41 8 7 6 38

13-15 30 5 15 --- 50
AGE
16-17 34 4 7 4 41

18-19 38 12 10 8 31

14-15 MALE 22 10 34 --- 34

FEMALE 36 --- --- --- 64

16-17 MALE 29 --- 21 --- 50

FEMALE 39 8 13 8 32

18-19 MALE 35 12 13 7 30

FEMALE 41 9 6 9 35

33
Q8) I spend approximately Rs. __________ while going for a movie.
Rs. 50-100
Rs. 100-150
Rs. 150-200.

Tabular representation of the data showing variation in spending behavior

(on movies) between age group of 13-15, 16-17 &18-19, of males and
females is shown overleaf.

34
Q8)

How much do you spend while going for a movie?

Rs. 50-100 Rs. 100-150 Rs. 150-200

{%} {%} {%}

MALE 38 40 22
Gender
FEMALE 26 54 20

13-15 48 38 14
Age
16-17 38 47 15

18-19 20 51 29

13-15 MALE 50 30 20

FEMALE 45 45 10

16-17 MALE 56 38 6

FEMALE 19 56 25

18-19 MALE 18 46 36

FEMALE 22 57 21

35
Q9) I go to cyber caf usually _______________ .
To surf
To check mails
To chat
For other work

Tabular representation of the data showing variation in reason for spending

pocket money (in cyber cafes) between age group of 13-15, 16-17 &18-19,
of males and females is shown overleaf.

36
Q9)

For what work do you go to cyber?

SURF CHECK CHAT OTHER

(%) MAILS (%) WORK
(%) (%)

GENDER MALE 25 27 39 9

FEMALE 17 27 53 3

13-15 10 50 40 ---

AGE 16-17 27 27 46 ---

18-19 31 17 34 18

MALE 10 50 40 ---
13-15
FEMALE 10 40 50 ---

MALE 27 27 46 ---
16-17
FEMALE 5 37 58 ---

18-19 MALE 30 17 35 18

FEMALE 30 13 53 4

37
Q10) I visit pool clubs/ discotheques/ bowling alleys usually ____________
no. of times in a month.
Less than 3 times
3-5 times
Very often
Almost everyday.

Tabular representation of the data showing variation in choice of teenagers

(for the no. of times they visit pool clubs/ discotheques/ bowling alleys in a
month) between age group of 13-15, 16-17 &18-19, of males and females is
shown overleaf.

38
Q10)

How many times do you visit pool clubs/ discotheques/bowling alleys?

LESS VERY ALMOST

THAN 3- 3 5 OFTEN EVERYDAY
TIMES TIMES (%) (%)
(%) (%)

GENDER MALE 57 17 14 12

FEMALE 69 5 16 10

13-15 44 11 39 6

AGE 16-17 71 5 24 ---

18-19 66 16 --- 18

MALE 40 20 30 10
13-15
FEMALE 50 --- 50 ---

MALE 60 10 30 ---
16-17
FEMALE 82 --- 18 ---

18-19 MALE 64 18 --- 18

FEMALE 68 14 --- 14

39
Q11) I usually spend Rs. _________________ on clothing accessories (like
belts, shoes, perfumes, watches etc.)
Less than Rs. 50
Rs. 50 100
Rs. 100-150
Above 150

Tabular representation of the data showing variation in spending pocket

money (on clothing accessories) between age group of 13-15, 16-17 &18-19,
of males and females is shown overleaf.

40
Q11)

How many times do you visit pool clubs/ discotheques/bowling alleys?

LESS VERY ALMOST

THAN 3- 3 5 OFTEN EVERYDAY
TIMES TIMES (%) (%)
(%) (%)

GENDER MALE 57 17 14 12

FEMALE 69 5 16 10

13-15 44 11 39 6

AGE 16-17 71 5 24 ---

18-19 66 16 --- 18

MALE 40 20 30 10
13-15
FEMALE 50 --- 50 ---

MALE 60 10 30 ---
16-17
FEMALE 82 --- 18 ---

18-19 MALE 64 18 --- 18

FEMALE 68 14 --- 14

41
Q12) I consume _______________ .
Drinks
Tobacco
Both of them
Neither of them.

Tabular representation of the data showing variation in consumption (of

drinks &tobacco) between age group of 13-15, 16-17 &18-19, of males and
females is shown overleaf.

42
Q12)

From the following what do you consume?

Drinks Tobacco Both of Neither of

(%) (%) them them
(%) (%)

GENDER MALE 12 17 14 57

FEMALE 10 5 16 69

13-15 6 11 39 44

AGE 16-17 --- 5 24 71

18-19 18 16 --- 66

MALE 10 20 30 40
13-15
FEMALE --- --- 50 50

MALE --- 10 30 60
16-17
FEMALE --- --- 18 82

18-19 MALE 18 18 --- 64

FEMALE 18 14 --- 68

43
Q13) if yes, I usually spend Rs. _________________ on consumption of
tobacco & drinks.
Less than Rs. 50
Rs. 50 100
Rs. 100 - 150
Rs. 150 200

Tabular representation of the data showing variation in spending the pocket

money (who consume tobacco & drinks) between age group of 13-15, 16-
17 &18-19, of males and females is shown overleaf.

44
Q13)

If yes, how much money do you spend on consumption of tobacco or

hard drinks?

Less Rs.50- Rs. 100- Rs. 150-

than Rs. 100 {%} 150 {%} 200
50 {%}
{%}

GENDER MALE 28 41 18 13

FEMALE 23 52 20 5

13-15 39 39 19 3
AGE
16-17 15 50 15 20

18-19 25 48 21 6

14-15 MALE 47 33 13 7

FEMALE 31 44 25 ---

16-17 MALE 21 37 21 21

FEMALE 7 67 7 19

18-19 MALE 23 46 20 11

45
 FEMALE 26 50 24 ---

Q14) I usually travel by ________________________ .

By bus
By rickshaws
By 2 wheelers
By 4 wheelers

Tabular representation of the data showing variation (in the mode of

transportation) between age group of 13-15, 16-17 &18-19, of males and
females is shown overleaf.

46
Q14)

How do you usually travel?

BU RICKS 2- 4- TRAIN WALKING

S HAW WHEELE WHEELE {%} {%}
{% {%} R R{%}
} {%}

GENDE MALE 39 8 17 22 9 5
R
FEMAL 11 12 9 14 25 29
E

AGE 13 -15 21 15 --- 9 --- 55

16 -17 13 18 15 13 27 15

18 -19 14 23 39 15 3 6

13 -15 MALE 17 14 --- 16 --- 53

FEMAL 25 16 --- 2 --- 54

E

16 -17 MALE 4 15 15 12 29 25

FEMAL 22 21 15 14 25 3
E

18 -19 MALE 3 17 41 28 5 6

FEMAL 25 29 37 2 1 6
E

47
Q15) I spend approximately Rs. ___________ on traveling.
Less than Rs. 200
Rs. 200 300
Rs. 300 - 450
Rs. 400 & above.

Tabular representation of the data showing variation in spending pocket

money (on travelling) between age group of 13-15, 16-17 &18-19, of males
and females is shown overleaf.

48
Q15) I spend approximately Rs. ___________ on traveling.
Less than Rs. 200
Rs. 200 300
Rs. 300 - 450
Rs. 400 & above.

Tabular representation of the data showing variation in spending pocket

money (on travelling) between age group of 13-15, 16-17 &18-19, of males
and females is shown overleaf.
49
Q16) I do spend on _____________ .
Buying gifts for others.
Buying gifts for oneself.

Tabular representation of the data showing variation in spending pocket

money (for buying gifts for oneself or others) between age group of 13-15,
16-17 &18-19, of males and females is shown overleaf.

50
Q16)

Of the following on what do you spend?

Buying gifts for Buying gifts for

others oneself
(%) (%)

GENDER MALE 61 39

FEMALE 71 29

13-15 83 17

AGE 16-17 77 23

18-19 80 20

MALE 84 16
13-15
FEMALE 82 18

MALE 69 31
16-17
FEMALE 85 15

18-19 MALE 80 20

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 FEMALE 80 20

Q17) I usually spend approximately Rs. _____________ on friends.

None
Rs. 50 100
Rs. 100 150
Rs. 150 200.

Tabular representation of the data showing variation in spending pocket

money (on friends) between age group of 13-15, 16-17 &18-19, of males
and females is shown overleaf.

52
Q17)

How much do you spend on your friends?

None Rs.50-100 Rs.100- Rs.150-

(%) (%) 150 200
(%) (%)

GENDER MALE 57 17 14 12

FEMALE 69 5 16 10

13-15 44 11 39 6

AGE 16-17 71 5 24 ---

18-19 66 16 --- 18

MALE 40 20 30 10
13-15
FEMALE 50 --- 50 ---

MALE 60 10 30 ---
16-17
FEMALE 82 --- 18 ---

18-19 MALE 64 18 --- 18

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 FEMALE 68 14 --- 18

Q18) I usually spend on buying things for oneself or for others Rs.
_______________ .
None
Rs. 100 200
Rs. 200 300
Rs. 300 400.

Tabular representation of the data showing variation in spending pocket

money (fpr buying gifts for oneself and others) between age group of 13-15,
16-17 &18-19, of males and females is shown overleaf.

54
Q18)

How much do you spend on buying things for one and others?

None Rs.100- Rs.200- Rs.300-

(%) 200 300 400
(%) (%) (%)

GENDER MALE 28 41 18 13

FEMALE 23 52 20 5

13-15 39 39 19 3

AGE 16-17 15 50 15 20

18-19 25 48 21 6

MALE 47 33 13 7
13-15
FEMALE 31 44 25 ---

MALE 21 37 21 21
16-17
FEMALE 7 67 7 19

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18-19 MALE 23 46 20 11

FEMALE 26 50 24 ---

FACTS AND FINDINGS (IN BRIEF)

Males spend major part of their allowance food and traveling, whereas
females indulge their allowance on entertainment and traveling.

Males and females, both sexes, prefer to go for movies. The males
frequently visit cyber cafes as well as pool clubs & discotheques as
compared to females.

Females spend the maximum as compared to males buying clothes

and maximum spend below Rs 200 every month.

50%of the females (being maximum) spend a lot on beauty care

products / services i.e. above Rs 300 and only 46% (being the
maximum) of males spend above Rs300.

Females prefer going more for movies then that of males. And
maximum people, in both sexes, prefer going less than 4 times a
month and wherein, maximum males and females both spend between
Rs 100 150.

Both Sexes, male and females go to cyber caf to check their mails.
The second reason again common reason to go to the cyber caf is to
Chat.

Approximately 57% of males go to pool clubs / Discotheques /

Bowling alleys less than 3 times a month and so does 69% of females.
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 Females spend more on clothing accessories as compared to men and
the maximum group spending is in the age group of 16 17 years
(less than Rs 50).

57% of males do not consume drinks or tobacco, both male and

female, together spend are 26% (on drinks), 47% (on tobacco) and
19% (on both).

The most commonly used mode of transport is bus. Maximum males

i.e. 39% travel by bus whereas maximum females i.e. 29% prefer
walking.

Both the sexes spend in between the range of Rs 300 400.i.e. 39% of
males and 53%of females on traveling.

It is found that 66% of people buy gifts for others, out of which, 61%
are males and 71% are females and mostly spend in the range of
Rs100 200.

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 RECOMMENDATIONS

When the grey-haired population grows in the country, its only the
pharmaceutical companies that are pleased. But when the teenager
population swells, its good news for the whole range of companies
and their products.

Teenagers and young adults are not just big spenders themselves but
they are also the biggest influencing force in a familys expenditure
chart.

If market studies have it right, youngsters today not only decide for
themselves but also influence the decision of their parents. Moreover,
though they do not have the purchasing power yet, they would soon
come into that bracket.

A recent study by McCann-Erickson Indias Strategic planning and

consumer Insight cell shows that 30 per cent of the population is
between the group of 14 and 24. These statistics are not lost on
companies; youth-centric products accompanied by mega-buck
campaigns have flooded the market.

For instance, Sercon India, an event management company, is

organizing Teen scene, an event targeting this very class of consumers
in Bangalore. It will be the first of a series of events to be organized in
other cities. To be held in kanteerava Stadium from November 8 to 10,
2002, it is going to be an occasion for teenagers to experience brands
of around 60 companies. Kanteerava was the natural choice for the
event because a stadium, unlike an open ground or a five-star hotel,
symbolizes energy and youth.

58
 Rajesh Ghatge, director, Sercon India, says, Teen scene will the first
of its kind of events to be organized in the whole country. It will give
a consumer not just a peek at the brands but also an experience behind
it. For instance, a stall for an adventure sports company would have an
artificial scaling wall for teenagers to climb or an automobile
company would allow them a test drive inside the stadium complex.

Sercon is targeting companies of a varied nature, like apparel, fashion

accessories, cosmetics, education, consumer durables, sports goods &
sportswear, entertainment, food & beverages, computers & ISPs,
electronic goods & automobiles.

The idea is not just to target companies who make teenager-centric

products. We are also talking to companies who make products, which
interest teenagers like persona; audio systems & cars. They may not
be buying these things; yet, they would, soon after they start earning,
Ghatge ads.

The target expected 20,000-22,000 teens walking in the stadium

everyday of the event. Teen Scene is only meant for those below 25
years of age. Parents are strictly not allowed.

59
 CONCLUSION

So, to conclude, we can say that, todays teenagers have profound

influence over purchases in all kind of product categories. They are
the center of the aspirations of the family.

Gone are those days when parents used to pay no heed to their
kids decisions & were accustomed to consulting them only while
buying the products meant for them alone. And parents today are
much more eager to please them and to invest in them than ever
before. Thus, marketers can, perhaps, sell anything from chocolates
to motorcars by simply prompting the kids to convince their parents.
Just two connections are needed to be made viz. It needs to fit in with
the overall marketing strategy and it needs to stress on the values that
appeal to the kid sector to touch the right chord in them.

The teens are a paradox themselves, complicated yet so easy to

understand.

60
 Annexure
Buying Behavior of Teens:

Age: 14-15 16-17 18-19

Gender: Male Female

Q.1) I usually receive my pocket money_________.

Everyday Monthly
Weekly Whenever required.

Q.2) I receive Rs.___________every month.

Less than Rs.500 Above Rs.500
Rs. 500.

Q.3) I usually spend this money on ____________.

Food Others
Entertainment.

Q.4) I use this pocket money on entertainment for___________.

Going for movies Pool clubs &Discotheques
Traveling Consuming tobacco & drinks
Going to cyber cafes.

Q.5) I usually spend Rs.__________ on buying clothes, per month.

Do not spend at all Rs.200-Rs.400.
Less than Rs.200 Above Rs. 400.

Q.6) I usually spend Rs. _______ on beauty care products/ services.

Less than 100 100-200
200-300 Above 300

61
Q.7) I prefer going to movies __________ number of times in a month.
1 2
3 4
More than 4

Q.8) I spend approximately Rs.________while going for a movie.

Rs. 50-100 Rs. 100-150
Rs. 150-200.

Q.9) I go to cyber cafes usually ____________

To surf To check mails
To chat For other work

Q.10) I visit pool clubs/ discotheques/ bowling alleys usually ________

number of times in a month.
Less than 3 times 3-5 times
Very often Almost everyday.

Q.11) I usually spend Rs. ________ on clothing accessories( like belts,

shoes, perfumes/ deodorants, watches, purses, etc.)
Less than Rs.50 Rs.50-100
Rs. 100-150 Above 150

Q.12) I consume ________________

Drinks Both of them
Tobacco Neither of them.

Q.13) If yes, I usually spend Rs.________ on consumption of tobacco &

drinks.
Less than Rs. 50 Rs.50-100
Rs. 100-150 Rs. 150-200.

62
Q.14) I usually travel by_________________
By bus By rickshaws
By 2-wheelers By 4-wheelers

Q.15) I spend approximately Rs. __________ on traveling.

Less than Rs. 200 Rs. 200-300.
Rs.300-400 Rs. 400 & above

Q.16) I do spend on _________________

Buying gifts for others buying gifts for oneself.

Q.17) I usually spend approximately Rs. _________ on friends.

None Rs.50-100
Rs.100-150 Rs. 150-200.

Q.18) I usually spend on buying things for oneself & for others
Rs.____________.
None Rs. 100-200
Rs. 200-300 Rs. 300-400.

63
 Bibliography

Marketing Management
---- By Philip kotlar

Consumer Behavior and consumption pattern

----- Prabhat K. Pankaj

www.timesjlt.com

www.timesofindia.com

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