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Influence of Reference Groups on Spending Patterns Among College Students

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Influence of Reference Groups on Spending Patterns Among College Students
PGDM-RMM (2009-11) Institute for Technology and Management Global Leadership Center Kharghar, Navi Mumbai

MARKET RESEARCH REPORT
Influence of reference groups on spending patterns among college students :

SUBMITTED TO:

SUBMITTEDBY

PROF. (Mrs.) SHELJA JOSE KURUVILLA
Group No. 7 Manoj Theng (21) Silky Rungta (23) Sreejit Nair (25) Shekhar Ghosh (38) Shubhankar Otta (39) Nikita Jain (42)

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TABLE OF CONTENTS CONTENTS 1 FRONT MATTER 1.1 COVER 1.2 ABSTRACTS 1.3 KEYWORDS 2. MAIN BODY 2.1 INTRODUCTION 2.2 LITERATURE REVIEW 2.3 OBJECTIVES 2.4 METHODOLOGY 2.4A THE SAMPLE 2.4B RESEARCH METHOD 2.5 ANALYSIS AND FINDING 2.6 LIMITATIONS AND FUTURE RESEARCH 2.7 CONCLUSION 3. BACK MATTER 3.1 Appendix 3.2 REFERENCE 3.3 BIBLIOGRAPHY 18 20 21 4 6 9 10 10 10 11 16 17 1 3 3 PAGE NO.

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Abstract
Consumer spending is an important factor that affects the economic growth and development in a country. Today’s college students are not only a powerful segment but also probably the most profitable. This paper is an attempt to gain an insight in to the decision- making process and the vital factors that influence college student’s behavior. College students are the generation that will take the responsibility to develop our country. Besides, they are also the consumers of today and tomorrow. It really has something to do to get to know what the college students want, how they get the information of the products, and their consumption concepts and habits. College students (age group 16-24) show a variation in buying pattern to match their surroundings. We are going to study the influence of reference groups on spending pattern of college students. We assume that this segment spend more because of reference group influence. Retailers and marketers are interested in the study of spending pattern of this segment to setup a marketing strategy.

KEYWORDS
Status Consumption, Gender, Age, Research Methodology, Chi square Test, Annova, Hypothesis.

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