Consumerism and the Indian youth

Does the youth make a good buyers market? Should companies adapt their marketing strategies to the changing consumption patterns and trends pertaining to the youth?

                Lets start with the changing trends among the youth. To keep it short I would say, now the new ‘roti, kapda and makan’ is the ‘Branded kapda, Cellphone and Ipod’ for this section of the Indian population. Gone are the days when the parents were the buying decision makers. The emerging increasing trends of consumerables that target the youth clearly suggests the rising demands in this sector. A study suggested that even the teenagers of otherwise middle class families are getting more and more prone to the luxury items available in today’s markets. Be it dining at the top notch places of holidaying or simple daily use items like, clothes, shoes, bags and watches. The use of mobiles and hi-tech electronics clearly shows the upward moving technology learning curve.So is it actually right at the marketers end to target this segment of the society?

                It is clear that the final purchasing power lies in the hands of the earning member of the family. In India, mostly it is either of the parents. Will a teenager be allowed to buy if the parents are not convinced. The trend that has been noticed is that on an average the Indian teenager spends around Rs 200/week as pocket money. So it might just be possible that this amount would at times be spent on luxury items but more often than not it is spent on the basic entertainment packages.

                In contrast as compared to the west, where there is a socio-cultural and socio-economic desire to become independent begins quite early, leading the teenagers to find part time jobs. Quite a many of which are pretty well paying. Considering the fact that they do not have any additional responsibilities and neither is there a ‘savings culture’ all of this money is treated as pocket money. Thus leading to the luxury prone purchasing decisions. On the other hand Indians usually depend on their parents for economic support atleast till the age of 20 – 22 years.

                The flipside of the coin suggests that even though the teenagers don’t have the buying/purchasing power, yet they play a major role in influencing the buying decision. So if the marketing activities are targeted to them, they would in a way express their bias towards a particular product or brand and thus increase the potential market. Also, the youth of today is the market for tomorrow. The value or the brand image that is formed in their minds today, will help in making a potential market for the future. 

LIPS

Hop, skip and jump. A la-la on her lips - those pretty pink, full and wholesome lips. The sudden smile that would spread a 1000 watt energy around her. Sometimes times silent and colorless. Eyes could deceive but those lips, they were a replica of the soft center and turbulent sea of emotions inside.

Foundation

He was epitome of all the good on this earth, until that day. That not so fine day when she saw her father, bribe the contractor. In a fix, trying to contemplate as Vimal gave a ransom amount for getting an illegal building constructed not realising he was weakening the foundations of his daughter’s future.

Fear

It was killing her every-day, the thought of parting. She would count day after day, every meeting was more intense. The hugs, the deep kisses and the spark in their eyes when the lay in the night, thinking about the few days left. The fear of it ending forever. Did distance confiscate the fear?

Let me be `FREE`

First Speech in GLIM:-

Dear friends, I stand here not as a social activist or an advocate for Women’s rights. What I am going to say today is in my own selfish interest.

                I start with equality, between men and women. Oh yes, I agree I am equal. I am economically and emotionally independent. for she has marched forward. For she has emerged as a force to be reckoned with. But is she free?

                It so happened the other day I had to go to a hospital for getting a vaccination done. The class got over late and due to unforeseen circumstances I got delayed and it was post 7. I was suggested to not go. Why? Because it was too late for two girls to go alone as this area is not safe. I realized, I am not independent – I am dependent.

                I would not chose to board a flight that lands at 3 am. Its too late in the night to go hunting for a hotel. Its not safe. But my guy friend, who is as old as me, as smart as I am would not think twice. Why the difference now? Where is the equality now?

                Do you feel scared standing alone in a deserted area? No. But I do. I am not equal. I don’t like the constant feeling of fear inside me. I don’t want to be protected. I want to be free.

                10% of u guys come here and talk about booze and smoke. And its cool. But if I booze, if I smoke, I am labeled. Dude, remember - its as harmful for u.

                Why does a women have to think twice before wearing what she likes to? Even after a most traumatic rape case she is held 50% responsible. Why? She was wearing a mini skirt, it was inviting. Will she ever want what just happened to her? U must be out of ur mind to even think so, but we have had debates over this. Debates over the responsibility of a girl for her own rape. Equality – u see.

                Il end my speech with the same question – Am I free? Give me the respect, freedom and equality will come following suit.