Indian Homemaker Insights

Satisfactory Essays
2/1/2010

STRATEGIC RETAILING

CONSUMER INSIGHTS- HOME MAKER

Understanding the Indian Homemaker
Gaurav Arora/ Riddhima Chopra

February 1, 2010

CONSUMER INSIGHTS- HOME MAKER

Understanding the Indian Homemaker

A homemaker is a man or woman that chooses to stay at home instead of having a career outside the home, so they can run their household and raise a family.

They often feel exhausted as they do not have a dedicated break time.

Along with caring for the children, they are responsible for any problems around the home, such as the plumbing and electrical and hiring someone to fix them

A Homemaker normally purchases all the necessary items for the home including supplies, groceries, materials and equipment needed.

Being a homemaker is probably one of the most difficult, challenging and demanding roles there is but it is also one of the most rewarding in terms of satisfaction that one gets for being with the family and children.

Daily Source of entertainment and information for homemakers is usually TV or radio and newspaper

2

February 1, 2010

CONSUMER INSIGHTS- HOME MAKER

They spend most of their time juggling chores and ensuring that children get to appointments, games and activities at the correct time

They go out for purchasing once a week or fortnightly and buy staple products in bulk.

Home maker prefers take delivery of the products at home.

Home maker gets the latest product information from print, media and internet.

They mostly influence the buying decision for household goods from grocery to white goods and sometime brown goods too. They oversee the care and maintenance of the home and completing most minor and some major repair projects, refinishing and upgrades.

They keep the house clean, neat and free from possible hazards to children.

3

February 1, 2010

CONSUMER INSIGHTS- HOME MAKER

Understanding the Woman Homemaker
In India however most home makers are women, hence we shall

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