SPENDING HABITS OF THE YOUTH ON ENTERTAINMENT IN THE CITY OF JAIPUR
Youth is the backbone of our country. They form the robust part of our Indian economy. The term youth is considered to be the period of maximum i.e, maximum energy and maximum potency. They are also considered as nation builders. It is very important to understand them in terms of their needs, desires, aspirations, activities etc. In this time, Youth has become more confident, independent and is willing to be as powerful and capable. The scientific advancements in 20th century followed by 21st century have drastically changed their life style. Tendency of the Youth is to do the activity which is pleasure giving and not to do the activity which is pain giving. Scientific gadgets and fast growth of economy have enchanted and fascinated the Youth so much that today they can’t assume their lives without them. The availability of the contemporary and latest state of the art facilities and amenities have been enjoyed by the Youth of other advanced countries. Indian Youth too wants to have a same sensitivity and enjoy the available neo recreational and modern facilities here in India. In a way, they are adopting and imitating western style and their culture as per their convenience. Youth in the contemporary marketing environment constitute quite a sizable and a pivotal market segment which is growing at a pace that marketers cannot ignore and for this reason the consumer behavior researchers are showing enormous interest to unveil the buying behavior and the factors continuously influencing them to spend on entertainment and their fitness. They have emerged as big-time spenders, who not only have a good amount of pocket money but also know how to have more by doing part time work and picking up extra assignments No doubt they are complex and many faceted with channels of spending multidimensional and varied such as entertainment, body shape and fitness, branded apparel, communication, night life , eating out and many more to upkeep them as per the ongoing and current trends. The lust of the fashionable and glamorous life which is more impressive has always enticed and dragged them. They are receptive to new products and innovations, and the astute marketer has to develop their products and services accordingly. This segment of the market has produced themselves as a new and commercially attractive category of consumer. Compared with the previous generation they are enjoying much better health, they are looking good and glamorous in their designer clothes and eat and drink different stuff Observed K Ramakrishnan, president - marketing, Café Coffee Day, "The youngsters who frequently visit our outlets largely spend money on eating out, entertainment and fuel. An average customer in the 15 to 21 age bracket would spend nothing less than 45 minutes to an hour at the café over several cups of coffee and food to go with it." Sinha, a consultant with the National Council for Applied Economic Research quoted that –“Young Indians are going to create a huge market for goods and services. They want clothes, music, cell phones, computer games, DVD players, cars and entertainment” Their spending trends are influenced by number of variables which can be psychological, personal, social and cultural. Almost all of the Young consumers regularly interact with other people who directly and indirectly influence their purchases. They are influenced by peers and family in their buying related decisions. For marketers, it is important to understand the impact of these factors Over many decades now, marketers have realized the usage of rapidly improving communications tools and advanced technologies. Marketers use unique tools to lure Youth so that they act in a desired way. Marketers make them aware, induce commitment, and create a healthy attitude so that product is sold. Knowledge of their buying trends is helpful to the marketer in developing appropriate strategies as it...
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