MARKETING RESEARCHRESEARCH DESIGN ON

LIFESTYLE OF Female YOUTH

PRESENTED BY:-Vikash Kumar Gupta

&Deeksha Ajey

A way of living of individuals, families (households), and societies, which they manifest in coping with their physical, psychological, social,

and economic environments on a day-to-day basis.

Lifestyle is expressed in both work and leisure behavior pattern and (on an individual basis) in activities, attitudes, interests, opinions, values, and 

allocation of income. It also reflects people's self-image or self-concept the way they see themselves and believe they are seen by the others. Lifestyle is

a composite of motivations, needs, and wants and is influenced by factors such as culture, family, reference groups, and social class.

The analysis of consumer life styles (called psychographics) is an important factor in determining how consumers make their purchase desiscions.

Hereby we are discussing about the lifestyle of youth and issues related to their lifestyle.

LIFESTYLE

Youth comprises of maximum population in India. But the lifestyle of today's youth is confined only to gizmo gadgets, discos and pubs. They don't have any interest in national politics and don't even know what's

happening around the world

NIGHT OUTS, lounging in the pubs, tapping your feet to the rocking music in discs, showing off 64 GB I-pods, N-Series mobiles, Levis jeans

and Woodland shoes are the common lifestyle of the urban youth today. They feel if they do not have all these ’cool stuffs’, then it will

affect their image in college campus or their common hang-outs.

LIFESTYLE OF YOUTH

Today’s generation does not even realize where they are heading to. Their thought is limited and views confined and outlook, they don’t have any. Their thought is limited only to gizmo gadgets,

two-wheelers and night life.

ISSUE IN LIFESTYLE Following are the some issues related to the lifestyle of youth :

Issues related to arrangement of disposable income Health issues

Social behavior Thoughts and Perception

Issues made through technology

ISSUES IN THE LIFESTYLE OF TODAY’S YOUTH

Issues related to arrangement of disposable income: - This most common issues is generated in the lifestyle of youth as they don’t fulfill their basic requirements from the amount/pocket money/salary given

by their parents/jobs. Health issues: - Now a days, youth is concentrating more on the screen

of their mobile rather than their meal. Social Behavior: - Today’s youth feel that they become more social only

by using the social networking sites. Thoughts and Perception:- Youth feels that they have fresh thoughts,

genuine feeling and positive attitude but most of them is self – conscious, their attitude with other is negative and don’t thinks about

their responsibility for others. Issue generated through technology:- As more as youth use technology,

they will lose the precious things of life.

UNDERSTADING ISSUES

UNDERSTANDING RESEARCHS:-

Exploratory – when researcher don’t know the problem. It is generally based on the secondary data.

Descriptive- when the researcher know the problem and than describe it that is called descriptive study.

Experimental- when researcher research for more alternative solutions even when he know the problem and the solution. That is experimental study.

In this research we know the problems related to the lifestyle of youth like problems related to health, social behavior, disposable income, their

thoughts and perception etc. so we are going to do descriptive study on this research. As it is necessary that we give our focus on the above mentioned

issues to frame research questions and decide the type of data to be collected and the procedure to be used. Otherwise data collected may be inadequate or

the procedure becomes expensive.

TYPES OF RESEARCH STUDY

CASE STUDY MENTHOD

we are going to use cross sectional method. A cross sectional study is concerned with a sample

of elements from a given population.

1. The Human Development Hypothesis: The absence of structured recreation for youth negatively affects the long run socio-emotional

human development of youth as adults.

2. The Civic Competence Hypothesis: The absence of involvement by youth in interpersonal recreation activities affects an individual’s future

civic competence and also affects the quality of democracy.

3. The Insufficiency Hypothesis: Significant numbers of youth are not participating in recreation activities at levels sufficient to support their human development and future civic competence. 4. The Inadequacy

Hypothesis: Non-participation by youth in recreation and arts activities can be related to the inadequacy of existing public systems dealing with

the provision of youth recreation.

HYPOTHESIS

Do this particular generation doesn't want to grow up and take responsibility and get jobs?

Is it justified to place all these people in a separate group – do they really have so much in common ?

What do you think about values: are there some common core values for them ?

RESEARCH QUESTIONS

Dependent Variable:- Age, Gender , Parents relations, Peer’s relations, peer’s delinquency,

pocket money / monthly income

Independent Variables:- Peer’s delinquency, School Satisfaction, Violent behavior, residence area,

family disputes, past life experience, deal person/ favorite personality.

VARIABLES

Methods

Broadly, Research Design is grouped into 3 categories:

Exploratory Studies

Descriptive Research

Causal Research

Our Research on Youth Lifestyle is based on Descriptive Studies.

Descriptive Studies

Cross-sectional

Sample Survey

Data Collection

Primary Data is data observed or collected directly from first-hand experience.

Method: Communication Method

By designing questionnaires with a view to collect the requisite information.

Questionnaire

Structural/non-disguised

Type of Questions- Multiple Choice Questions and Open-ended questions (Personal Survey)

Open-ended questions to know what is uppermost in the mid of the respondent during personal survey.

Primary Data and its Sources

Survey type: (i) personal (ii) by mail

Pre-testing of the questionnaire is done.

Our research study is based on both secondary and primary data. But preferably primary data.

Any data which has been gathered earlier for some other purpose are the secondary data in the hands of the marketing researcher.

Sources of Secondary Data:Miscellaneous Reports

Journal of Youth StudiesThrough the lens of Indian Youth: An overview (Case Studies)

 Consumer Research Services

Musical identities and health over the youth-adult transitionMerinews: Today’s Youth and Their Lifestyle

Publications of International Organizations/Universities

EU-OSHA – European Agency for Safety and Health at WorkSocial and Public Health Sciences Unit, University of Glasgow

University of Glasgow thesesOnline Websites such as Google, Wikipedia, search.ebscohsot.com and online case studies,

journals.

Secondary Data and its Sources

Population of study :- In our this study which is on the life style of youth we have taken the group of girls whose

age is between 18 to 35 and in generally we call them “youth”.

Geographical area of study: Our geographical areas for this research/study are the youth of Delhi, greater

Noida and the students of Sharda University.

SAMPLING

Types Of sampling:

AS we know that there are various types of sampling methods like:

Non-random / non-probability sampling.Random/Probability sampling and

Mixed sampling.

But for this research we have selected the second one which is Random/Probability sampling, which is also of various types like:

Simple RandomCluster Sampling

Stratified Random sampling

We have chosen Cluster Sampling for our this research in through which we will select our target randomly through

which each have equal chance to get selected for our research. In this technique no youth is selected on

account of likes or dislikes of the investigator. This provide every youth a fair and equal chance for selection.

Software Tool Used:-We are going to use excel for data analysis.

TYPE:-1) Univariate - when there is one variable than we use the

univariate type.2) Bivariate – when there is 2 variables than we use the

Bivariate type3) Multivariate – when there is more than two variables

than we use the multivariate type.In this survey we are going to use both The Univariate as

well as Bivariate type of analysis

DATA ANALYSIS

As per our research, we found that this particular generation doesn’t want to grow up and take responsibilities, get

jobs and start families.

Research Analysis

1. 17% of the girl’s youth population drinks alcohol while, 6% of them smoke daily and some(6%)

occasionally.

According to our research and our research questionnaire results, we found the following analysis:-

AlcoholSmoke

2. 41% of them have already visited a pub till now while rest of them are likely to visit in their near future as they have

just entered in their college life.

Pub

3. Instead of spending their free time in the activity like playing outdoor games, most of the youths are involved in hanging out their friends.

59% of the girls youth population are involved in the unwanted gossiping activities that is non of their use. Even 73% of them are

engaged in their big screen Android Phones.

Phones

Free time

4. They are busy on internet activities. Even they are college going students having lots of assignments and projects,

still they find their precious time to be spent on internet.

Social sites preferences

5. They are busy in using facebook, twitter and other social networking sites. Even 24% of them also thinks that they are becoming more social only by spending more times on these

social networking websites.

Becoming more social

6. Nightlife

7. They are not so much worried about their future. They don’t take tensions about their disposable income. Only 32% of them act very

sincerely on spending money while 45% of them rely on their parents for if their pocket money ends.

8. 31% of them don’t follow their parent’s or their previous generation’s thinking.

9. They don’t follow their rituals as only 13% of them visit to their worship places daily.

Scope of the Research:- It refers to the area that is covered in the research and in which area it is

useful. So our topic is lifestyle of youth. So the scope is-

Understanding the social behavior towards people and society

Understanding the nightlife of the youth that where they want to spend their time

Understanding their eating preferences. What type and group of brand they prefer

Youth spending attitude

RESULTS

Implications /Benefits of Research

We came to know the problemsWe can diversify the youth accordingly

Understanding the behavior of the targeted youthDeciding about the likes, dislikes and spending pattern of the youth

Understanding the social and mental life of youth.

Limitation of Research

Going through a sample survey is itself a demerit. Because we cannot make prediction of all the youth through a sample

Most of the youths don’t want to share their personal life experience.

Lack of adequate information

Inaccessibility to the region of study

As we have taken our geographical area as Sharda university. So here we will find no one as extreme poor. So we fail here to target that group of

youth.

Today’s generation of youth are so much different from their elder societies.

Even that they create a youth that is totally different from their former generation that they are needed to be in a separate

group of human being.

They never take their responsibilities, ever busy in bullying others, want to have always a dominancy even on their elder

generations also. They are so much addicted of showing-off

Suggestions

They never take care of their future, to take responsibilities, even they blame other but not think about themselves.

In short, today’s generations is totally dependent on their fake feelings that is a part of their never ever useful attitudes .

Suggestions

References

GOOGLE

EBSCOHOST

WIKIPEDIA

MARKETING RESEARCH BY G.C BERRY