Consumer Behaviour Project on Newly Married Couples

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Consumer Behaviour Project

On Newly Married couples

Submitted by - Submitted to-

Kanika Gupta 10609151 Prof. S. Suresh

Kartikey Pandey 10609152

Kirti Rajput 1060153

Komal Agarwal 10609026

Hina Sharma

Lokesh Jain 10609154

Group no .4

Batch 2010- 2012

Sec – R3

Kanika Gupta:

Introduction & Conclusion

Kartikey Pandey:

Introduction & customer survey

Komal Agarwal:

Introduction , survey, survey report & conclusion

Hina:

Customer survey

Kirti Rajput:

Customer survey & introduction

Lokesh Jain:

Customer Survey

WHO ARE THEY?

In the present report we will study the newly married market segment.The lifestyles of two young singles are greatly altered as they develop a shared lifestyle. Joint decisions and shared roles in household responsibilities are in many instances new experiences. Saving, household furnishings, major appliances and more comprehensive insurance coverage are among the new areas of problem reorganization and decision making to which a young married couple must give serious consideration. The time spent by a young couple in this stage of the household lifecycle has grown as couples either delay their start in having children or choose to remain childless. This group heavily spends on theatre tickets, expensive clothes, luxury vacations, restaurant meals. This group focuses its expenditure on those items considered necessary for setting up home. Newly married couples without children are usually better off financially than they were when they were single, since they often have two incomes available to spend on one household.. They also have the highest purchase rate and highest average purchases of durable good (particularly furniture and appliances) and appear to be more susceptible to advertising.

WHY ARE THEY IMPORTANT FOR MARKETERS?

Marriage changes one's perspective towards life. So when two singles get married they are very happy to enter in a new phase of their life and want to develop a whole new world for themselves. They possibly explore all the industries of the economy like tourism sector for honeymoon get always, apparel industry for new clothes, cosmetic industry, technological industry by buying new gadgets etc. They buy gifts for each other, family, friends etc along with various household items to decorate their dream abode. Newly married couples without children are usually better off financially than they were when they were single, since they often have two incomes available to spend on one household.. They also have the highest purchase rate and highest average purchases of durable good (particularly furniture and appliances) and appear to be more susceptible to advertising.

Marketers need to pay heed to this segment and can’t neglect it since it contributes a considerable percent of the market segment in india. Newly weds are as important as any other segment for them as they also buy products with the product quality and brand consideration.

WHAT MAJOR PRODUCTS AND SERVICES DO THEY BUY?

Newly married couples generally take services like:

TOURISM

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GADGETS

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JEWELLERY

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APPARELS

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HOW DO THEY SEARCH?

Newly married couples without children are usually better off financially than they were when they were single, since they often have two incomes available to spend on one household. They also have the highest purchase rate and highest average purchases of durable goods (particularly furniture and appliances) and appear to be more susceptible to advertising.

They have the highest overall purchase rate and the highest rate of purchasing durable products, which are products that are purchased infrequently. Before purchasing a product or service the newly married couples have various sources from where they can...
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