1. Objective
“To understand youth of India with the help of different social economic class. To known how youths are unique to one another though they are fall in same age group”.
1
2. Methodology
To get the knowledge about youth, who are they, where are they located, what do they do, psycho graphic & media habits etc. which are the channel who are based on youth and there performance.
2
3. Method
I have divided 4 categories on the basis of social economic class i.e. A, B, C, D, E, R etc. to extract data from the I R S software & Media Express for knowing the youth status, demand etc.
3
4. Snap Shot of Indian Youth 4.1Who are they?
Youth is group of people, which falls between the age group of 18 to 24 year. Young generation people are innovative, creative, demanding, dynamic in nature.
I chose young people as my protagonists, “Because they have to confront these things and move on. They are the hope and they cannot give up. My protagonists had that courage, grit and determination to find out the terrible truth. This is what is important: the youth today cannot have amnesia about the poor, about the problems that exist around them because it will catch up with them; and their future is not something rosy that can be separated from all these things."
I have divided youth into 4 categories Urban affluents, Urban mass, Rural affluents, Rural mass.
4
4.2 Where do they live?
Figures are in Lacs
All India, Urban Affluents, Urban Mass, Rural Affluents, Rural Mass.
1.09 0.32, 0.77 9.51 0.32, 0.90, 23.49 3.38, 9.66, 4.91 11.98 13.83 0.83, 2.47, 31.07, 2.74, 2.41, 6.26 7.89, 3.96, 16.4813.8
76.25 5.33, 14.56, 8.86, 47.49
73.22 6.93, 23.97, 5.84, 36.48
0.46, 0.92
193.34 13.15, 39.67, 30.53, 111.99
91.43 3.39, 9.15, 13.30, 65.58
33.47 12.2, 4.20, 3.74, 24.30
80.83 5.27, 19.48, 4.75, 51.33
137.71 14.75, 52.39, 13.61, 56.97
1.49 0.16, 0.62, 0.28, 0.43
22.54 43.63 0.96, 1.78, 6.66, 4.97, 3.78, 31.41 1.49, 15.12
33.34 108.36 2.35, 6.74, 6.25, 24.18, 1.82, 22.43 7.31, 70.62
108.40 6.5, 7.15, 10.94, 63.81
77.03 6.38, 22.90, 8.12, 39.63 88.16 38.27 7.17, 33.58, 1.54, 9.68, 37.74 8.88, 5.23, 22.63
5
They are not homogenously scattered, 40% of urban population of youth residing in 10 lakh + town & 21% of rural population is belongs to 5000 + villages. If we will compare the rural urban percentage, it depicts almost double percentage in urban but if we will see in absolute basis the rural population is higher than the urban. Mumbai has the highest number of youth percent 29% of Urban affluents & 21% of Urban mass are forming the part of 6 metro cities in India such as (Delhi, Mumbai, Kolkotta, Hyderabad, Chennai, Bangalore.)
(Figures in 000)
Ur b an afflu e n ts Ur b an m as s Ru r al afflu e n ts Ru r al m as s
10135
33559
74339 14546
6
State wise dispersion indicates that 78% of youth population comes from 10 states namely : Uttar Pardesh, Maharashtra, Andra Pardesh, West Bengal, Bihar, Tamil Nadu, Madhya Pradesh, Karnataka, Rajasthan, Gujarat. Uttar Pardesd account for the highest number of percentage i.e. 15%, following with Maharashtra i.e. 10.4%.
7
Monthly Household Income: The monthly household income of youth’s family in India is very significant as far as future is concern. 33% of Urban affluents have income above 8000 Rs. and more & Income up to 4000 Rs., 73%, 65%, 91%, of Urban mass, Rural affluents, and Rural mass respectively. This shows the purchasing power or I can say the deposable income enjoyed by the Urban affluents & Rural affluents is comparatively than then the other class.
House hold size: Majority of the youth belongs to joint family because the percentage in 3-4 members & in 5-6 members i.e. 36% & 31% respectively forms the major portion among the whole strata. Interestingly, the young person's influence in family purchase decisions is high. Anything to do with technology? He is God. The decision of which brand of mobile phone, flat-screen TV or twowheeler to buy can be swayed by the resident youth in the family (although there may be a difference in opinion on what is a 'reasonable' amount to spend).
8
4.3 How are they?
Buying Power: A new face of youth consumerism. According to an article in (businessworld.in/content/view/884/939/), a 17-year-old Seema Hari of Mumbai's Mithibai College, says “I get Rs 1,200 a month as pocket money, "It's never enough." The money is spent mainly on entertainment and eating out; cash for clothes is separate ("Depending on how generous the folks feel"). With a multiplex ticket costing Rs 100-150 and a cappuccino Rs 30, it's not hard to see where a young person's allowance disappears. Vishu Ramachandran, regional head (consumer banking), Standard Chartered Bank, India, estimates that India adds around 3 million young earners in the age group 20-24 annually. These first-time earners account for 7-8% of its credit card base of 1.4 million - a figure that is expected to more than double in the next few years.
The important thing is that the money, which they earn basically it, becomes their ‘pocket money'. Many indies live at home, so rent and food is taken care of. 'Live for today, hope for tomorrow, splurge tonight' is their mantra enter the new and potent consumer.
9
General Life style: The Life style of the youth is different as per the different categories. Only 15% of total population owe two wheelers within which only Rural affluent has less preference and less demand for the two wheelers, they are more interested in 3 or 4 wheelers i.e. 4%, following to the urban affluent which account for highest ownership i.e. 11%.
T V ownership: - 90% of the Urban affluent have T V and the top 5 Brands are LG – 14%, Onida & BPL - 11%, Videocon - 10% & Samsung – 9%. Where as, 70% of Rural masses do not have T V at home. Hence the question is TV the best media option for a majority of FMCG brands wanting to target this universe? According to the experts India will become super power in coming future. Government is keen towards enhancing the awareness of Internet facility but they probably need to look at the nonavailability of TV (the premiere information disseminator) among rural youth. The rural affluents are down only 4% to the urban mass, which account for 68% for ownership. This indicates the high deposable income of urban mass over rural affluents.
10
4.4 What do they do? Education level of youth
Figures are in %)
3 15 8 47 12 15 1 0.2 2 1 9 9 39 32 5 1 4 Urban affluents Urban mass Rural affluents 0.3 7 2 26 13 49 2 1 5 5 27 42 9 1 11 Rural mass 1
P G - Prof. PG-G Grad-Prof. Grad-G >Grad SSC/HSC 5th to 9th Std. Upto 4th No School Illiterate
If we will talk about literacy level of youth then we can say that the youth in Urban affluents and urban mass is more educated and knowledgeable than urban mass and rural mass. If we will see the percentage of education level in Urban mass and Rural mass, where the population of youth is very high has percentage higher too in between 5th to 9th Std. the youth is more focused towards studies they know the importance of education in life. The comparison rivals that the urban mass & and the rural affluents are approximately same in education level.
11
Number of Working Members in family
(Figures are in %)
Urban affluents Urban mass Rural affluents Rural mass
50 45 40 35 30 25 20 15 10 5 0 One Two Three Four Five or more
The working members in the family are very important because the spending of the youth is directly related with the amount of earning his or her family has. The percentage of member not working is very less it depicts that maximum percentage of youth has somebody behind them. If we will see the declining percent of working member in family the rural mass family account more earning member in the family then any other group. The earners in Rural affluents and urban mass is approximately same in percentage.
12
4.5 Media Habits of Youth
TV Freq.-No. Of days in a week: ¾
As I mentioned above about the non availability of T.V. in Rural Mass, its impact can be depicted in the frequency number of days in week i.e. 52% never watch T.V. at all. Where as the other who are watching among them are more interested in watching all the days a week. The other three groups too interested in watching more in all the days a week.
TV Language Preferred: ¾
It is very important for us to know the language in which our India youth is interested more. No doubt about it that, Hindi being our national language has predominantly huge acceptance level compared to other language. Irrespective of where they come from English, Tamil, Telegu is a second language, which is preferred by urban affluents, rural affluent, mass prefer respectively after Hindi.
13
Programme Genre-Last 1 week ¾
(Figures are in %)
Pr o g r am m e Ge n r e
4 12 21
3 33 36
New s / Current A f f airs Films -Hindi Serials -Hindi Serials -Other lang. Mus ic Programmes Films -V ernac ular Lang. Cric ket Game Show s /Quiz Prog.
34 23 33
24
Talk Show s / Interv iew s Nature & W ildlif e Other Sports
The youth today is more interested in knowing what is happening around them and how it will be beneficial or effective to there interest. That’s why there prime entertainment programme is News / Current Affairs. Category wise detail about the top 5, Starting three genres are common among all, but when it comes to 4th & 5th place there is chance in preference. Music programmes is preferred at the 4th place by all the categories except Rural mass who prefer serial of other language for the same. Cricket that comes 5th place for urban affluents but it is on the 7th place for other 3 categories.
14
¾ Day part Viewer ship-Working Days
(Figures are in %) 5 57 64 22 27 12 9 Urban affluents 3 43 56 20 25 11 8 Urban m ass 1 31 52 20 22 10 6 Rural affluents 1 18 36 14 12 5 3 Rural m ass
11pm < 9-11pm 7-9pm 4-7pm 1-4pm 9am -1pm > 9am
Day ¾
part Viewer ship-Sundays/Holidays
(Figures are in %) 5 56 64 32 40 21 10 Ur b an afflu e n ts 3 42 57 29 33 16 8 Ur b an m as s 1 30 52 25 27 13 7 Rur al afflu e n ts 0.4 17 35 19 15 7 4 Rur al m as s
11p m < 9-11p m 7-9pm 4-7pm 1-4pm 9am -1pm > 9am
15
¾ Time Spent by Youth
TV - Working Days: - 1.38 hrs/ day TV - Sundays/holidays: - 1.58 hrs/ day
Press - Working Days: - 0.26 hrs/ day Press - Sundays/holidays:- 0.29 hrs/ day
Radio - Working Days: - 1.17 hrs/ day Radio - Sundays/holidays: - 1.22 hrs/ day
16
Internet Working Days: - 1.08 hrs/ day Internet Sundays/holidays:-1.11 hrs/ day
Cinema – One move / month
The reason of increase in percentage after 1pm & 7pm is because of the college & working hours timing in India.
17
5. Comparison of youth as per Maslows Theory
18
Physiological Needs: Rural mass is coming in the first stage of hierarchy because 91% of the people have Monthly Household Income below 4000. If you will see the illiteracy level which is very high among all the categories i.e. 11% are illiterate. This indicate the importance of money factor for them, the number of working members in there family is also high. Majority of them are falling in between 5th to 9th Std., due to low education level they get low income. They have to straggle for satisfying their basic needs.
Safety Needs: When all physiological needs are satisfied and are no longer controlling thoughts and behaviors, the needs for security can become active. Urban mass that don’t have to face basic need as a problem they enter into safety needs. The education level is comparatively higher in urban mass then that of rural mass. There are 59% of youth are SSC & above. Though they are literate but the education level is not compatible for demand which is available in the market. That’s the think which put them into the dilemma or create demand of security of employment, resources, of morality, of family, of health, of property.
19
Needs of Love, Affection and Belongingness: When the needs for safety and for physiological well-being are satisfied, the next class of needs for love, affection and belongingness can emerge. Maslow states that people seek to overcome feelings of loneliness and alienation. This involves both giving and receiving love, affection and the sense of belonging. I can say that 12% of the urban mass will be having
same kind of demand as such because; these percentage forms the group of graduate and more. Who will be changing they are group and become the part of urban affluents sooner or later, on the basis education power which they possess.
Esteem: When the first three classes of needs are satisfied, the needs for esteem can become dominant. These involve needs for both self-esteem and for the esteem a person gets from others. Rural affluents are the group who comes under this stage because they are way a head to the other rural mass & urban mass in term of education, monthly household income etc. high income high spending.
20
Self-Actualization: When all of the foregoing needs are satisfied, then and only then are the needs for self-actualization activated. I can say that, the urban affluents category has mark there present on the peak stage of hierarchy. There level of thinking is different from all the category because of change is there culture, Education, Monthly Household Income, expenditure wise etc. for instance 53 % of urban affluents have Two wheeler & 11% of them have Four Wheelers, where as other categories don’t even applicable to stand against them in terms of spending.
21
6. Analysis of youth: Current
• Demanding class of the society: The youth in India have high spending. As per the report in business today on December, 19, 2006 issue, Who are apparently spending on luxury brands, gizmos and anything else their heart desires. The
example of one Ashima Bagchi (17), who's been photographed with her 60 g b video ipod (Rs.26,000), Nokia N 91 (Rs.35,000), Guess wallet (Rs.4600), Guess timepiece (Rs.16,000), Swarovski bracelet and ring (Rs.8, 900) is a bit over the top. (How wannabe is a 12,600 rupee Louis Vuitton ipod case??!) But such brats do exist. And surely
one can find a few hundred similar examples in our metros. Ok, even a few thousand.
22
• High percentage of literacy: The percentage of literacy level is enhances rapidly. Majority of youth know how to read and write no matter any language the use to but they understand the things coming in there way.
• It is easy to convey the message to youth because majority of youth understand common language i.e. Hindi, Tamil & Telegu etc. Which is beneficial for the advertiser to convince there message. • Optimistic outlook towards life. (Constantly seek new opportunities.) • Adopting new categories earlier in life.
23
Opportunity
• No channel catering specifically to youth. • Futures prospective customer for the advertiser. • Willing to pay more for quality. • More exposed and better informed than his predecessors. • Not merely influenced any more but a growing tribe of opinion leaders.
24
7. Conclusion
During the preparation of the project on Youth, I have dealt with many key elements which are absolutely important for any one who is willing to understand the youth of India. The 4 category identified in the project differentiate between the aspiration and desires of Indian youth. Many a marketer have gone to market intending to tap urban youth and forgotten that even in Urban India the youth is not a homogeneous mass but their aims, ambitions and desires are vastly different. This documents hopes to shed some light into this phenomenon.
As per the statement in (Economic times, international, 5, june2007) “We have to get away from thinking of the poor as a problem,” said C K Prahald, author of the book ‘The Fortune at the Bottom of the Pyramid.’ “Part of the problem is that people have not had a full understanding of the size of the opportunity,” there is a deeply held assumption that the poor will not appreciate high quality or will not accept high technology and they have no need for products services that are innovative. I think there has been a reluctance to make a fundamental change in business models. We try to protect our cost structures and forgo opportunities, he said in recent presentation in Johannesburg. Guided and inspired by the message this is an attempt to throw some light into the aforementioned pyramid.
25
As it is seems that the urban mass are poor in term of income and education level than rural affluents but the difference is not so high that they can’t chase them. It is important for us to know that youth are scattered all over India it shows that development will be coming from all across the country which is a good sign for the development. From the marketer point of view youth are the important segment to which they can target for their brand and convert them into loyal customers. Because this is the stage where one individual thinks for the future & today’s youth will become future decision makers in the family.
26
8. Bibliography
Software used: Indian Readership Survey (I R S) Media Express (TAM) Web Sites: businessworld.in/content/view/884/939/ http://us.indiantelevision.com/special/y2k7/UTV_specialreport.htm www.ibnlive.com/news/bharatiya-youth-proud-to-be-indian/18633-31.html
Magazine: Business World, 6th November 2006 Edition, special issue on youth.
27
doc_188099226.pdf
“To understand youth of India with the help of different social economic class. To known how youths are unique to one another though they are fall in same age group”.
1
2. Methodology
To get the knowledge about youth, who are they, where are they located, what do they do, psycho graphic & media habits etc. which are the channel who are based on youth and there performance.
2
3. Method
I have divided 4 categories on the basis of social economic class i.e. A, B, C, D, E, R etc. to extract data from the I R S software & Media Express for knowing the youth status, demand etc.
3
4. Snap Shot of Indian Youth 4.1Who are they?
Youth is group of people, which falls between the age group of 18 to 24 year. Young generation people are innovative, creative, demanding, dynamic in nature.
I chose young people as my protagonists, “Because they have to confront these things and move on. They are the hope and they cannot give up. My protagonists had that courage, grit and determination to find out the terrible truth. This is what is important: the youth today cannot have amnesia about the poor, about the problems that exist around them because it will catch up with them; and their future is not something rosy that can be separated from all these things."
I have divided youth into 4 categories Urban affluents, Urban mass, Rural affluents, Rural mass.
4
4.2 Where do they live?
Figures are in Lacs
All India, Urban Affluents, Urban Mass, Rural Affluents, Rural Mass.
1.09 0.32, 0.77 9.51 0.32, 0.90, 23.49 3.38, 9.66, 4.91 11.98 13.83 0.83, 2.47, 31.07, 2.74, 2.41, 6.26 7.89, 3.96, 16.4813.8
76.25 5.33, 14.56, 8.86, 47.49
73.22 6.93, 23.97, 5.84, 36.48
0.46, 0.92
193.34 13.15, 39.67, 30.53, 111.99
91.43 3.39, 9.15, 13.30, 65.58
33.47 12.2, 4.20, 3.74, 24.30
80.83 5.27, 19.48, 4.75, 51.33
137.71 14.75, 52.39, 13.61, 56.97
1.49 0.16, 0.62, 0.28, 0.43
22.54 43.63 0.96, 1.78, 6.66, 4.97, 3.78, 31.41 1.49, 15.12
33.34 108.36 2.35, 6.74, 6.25, 24.18, 1.82, 22.43 7.31, 70.62
108.40 6.5, 7.15, 10.94, 63.81
77.03 6.38, 22.90, 8.12, 39.63 88.16 38.27 7.17, 33.58, 1.54, 9.68, 37.74 8.88, 5.23, 22.63
5
They are not homogenously scattered, 40% of urban population of youth residing in 10 lakh + town & 21% of rural population is belongs to 5000 + villages. If we will compare the rural urban percentage, it depicts almost double percentage in urban but if we will see in absolute basis the rural population is higher than the urban. Mumbai has the highest number of youth percent 29% of Urban affluents & 21% of Urban mass are forming the part of 6 metro cities in India such as (Delhi, Mumbai, Kolkotta, Hyderabad, Chennai, Bangalore.)
(Figures in 000)
Ur b an afflu e n ts Ur b an m as s Ru r al afflu e n ts Ru r al m as s
10135
33559
74339 14546
6
State wise dispersion indicates that 78% of youth population comes from 10 states namely : Uttar Pardesh, Maharashtra, Andra Pardesh, West Bengal, Bihar, Tamil Nadu, Madhya Pradesh, Karnataka, Rajasthan, Gujarat. Uttar Pardesd account for the highest number of percentage i.e. 15%, following with Maharashtra i.e. 10.4%.
7
Monthly Household Income: The monthly household income of youth’s family in India is very significant as far as future is concern. 33% of Urban affluents have income above 8000 Rs. and more & Income up to 4000 Rs., 73%, 65%, 91%, of Urban mass, Rural affluents, and Rural mass respectively. This shows the purchasing power or I can say the deposable income enjoyed by the Urban affluents & Rural affluents is comparatively than then the other class.
House hold size: Majority of the youth belongs to joint family because the percentage in 3-4 members & in 5-6 members i.e. 36% & 31% respectively forms the major portion among the whole strata. Interestingly, the young person's influence in family purchase decisions is high. Anything to do with technology? He is God. The decision of which brand of mobile phone, flat-screen TV or twowheeler to buy can be swayed by the resident youth in the family (although there may be a difference in opinion on what is a 'reasonable' amount to spend).
8
4.3 How are they?
Buying Power: A new face of youth consumerism. According to an article in (businessworld.in/content/view/884/939/), a 17-year-old Seema Hari of Mumbai's Mithibai College, says “I get Rs 1,200 a month as pocket money, "It's never enough." The money is spent mainly on entertainment and eating out; cash for clothes is separate ("Depending on how generous the folks feel"). With a multiplex ticket costing Rs 100-150 and a cappuccino Rs 30, it's not hard to see where a young person's allowance disappears. Vishu Ramachandran, regional head (consumer banking), Standard Chartered Bank, India, estimates that India adds around 3 million young earners in the age group 20-24 annually. These first-time earners account for 7-8% of its credit card base of 1.4 million - a figure that is expected to more than double in the next few years.
The important thing is that the money, which they earn basically it, becomes their ‘pocket money'. Many indies live at home, so rent and food is taken care of. 'Live for today, hope for tomorrow, splurge tonight' is their mantra enter the new and potent consumer.
9
General Life style: The Life style of the youth is different as per the different categories. Only 15% of total population owe two wheelers within which only Rural affluent has less preference and less demand for the two wheelers, they are more interested in 3 or 4 wheelers i.e. 4%, following to the urban affluent which account for highest ownership i.e. 11%.
T V ownership: - 90% of the Urban affluent have T V and the top 5 Brands are LG – 14%, Onida & BPL - 11%, Videocon - 10% & Samsung – 9%. Where as, 70% of Rural masses do not have T V at home. Hence the question is TV the best media option for a majority of FMCG brands wanting to target this universe? According to the experts India will become super power in coming future. Government is keen towards enhancing the awareness of Internet facility but they probably need to look at the nonavailability of TV (the premiere information disseminator) among rural youth. The rural affluents are down only 4% to the urban mass, which account for 68% for ownership. This indicates the high deposable income of urban mass over rural affluents.
10
4.4 What do they do? Education level of youth
Figures are in %)3 15 8 47 12 15 1 0.2 2 1 9 9 39 32 5 1 4 Urban affluents Urban mass Rural affluents 0.3 7 2 26 13 49 2 1 5 5 27 42 9 1 11 Rural mass 1
P G - Prof. PG-G Grad-Prof. Grad-G >Grad SSC/HSC 5th to 9th Std. Upto 4th No School Illiterate
If we will talk about literacy level of youth then we can say that the youth in Urban affluents and urban mass is more educated and knowledgeable than urban mass and rural mass. If we will see the percentage of education level in Urban mass and Rural mass, where the population of youth is very high has percentage higher too in between 5th to 9th Std. the youth is more focused towards studies they know the importance of education in life. The comparison rivals that the urban mass & and the rural affluents are approximately same in education level.
11
Number of Working Members in family
(Figures are in %)
Urban affluents Urban mass Rural affluents Rural mass
50 45 40 35 30 25 20 15 10 5 0 One Two Three Four Five or more
The working members in the family are very important because the spending of the youth is directly related with the amount of earning his or her family has. The percentage of member not working is very less it depicts that maximum percentage of youth has somebody behind them. If we will see the declining percent of working member in family the rural mass family account more earning member in the family then any other group. The earners in Rural affluents and urban mass is approximately same in percentage.
12
4.5 Media Habits of Youth
TV Freq.-No. Of days in a week: ¾
As I mentioned above about the non availability of T.V. in Rural Mass, its impact can be depicted in the frequency number of days in week i.e. 52% never watch T.V. at all. Where as the other who are watching among them are more interested in watching all the days a week. The other three groups too interested in watching more in all the days a week.
TV Language Preferred: ¾
It is very important for us to know the language in which our India youth is interested more. No doubt about it that, Hindi being our national language has predominantly huge acceptance level compared to other language. Irrespective of where they come from English, Tamil, Telegu is a second language, which is preferred by urban affluents, rural affluent, mass prefer respectively after Hindi.
13
Programme Genre-Last 1 week ¾
(Figures are in %)
Pr o g r am m e Ge n r e
4 12 21
3 33 36
New s / Current A f f airs Films -Hindi Serials -Hindi Serials -Other lang. Mus ic Programmes Films -V ernac ular Lang. Cric ket Game Show s /Quiz Prog.
34 23 33
24
Talk Show s / Interv iew s Nature & W ildlif e Other Sports
The youth today is more interested in knowing what is happening around them and how it will be beneficial or effective to there interest. That’s why there prime entertainment programme is News / Current Affairs. Category wise detail about the top 5, Starting three genres are common among all, but when it comes to 4th & 5th place there is chance in preference. Music programmes is preferred at the 4th place by all the categories except Rural mass who prefer serial of other language for the same. Cricket that comes 5th place for urban affluents but it is on the 7th place for other 3 categories.
14
¾ Day part Viewer ship-Working Days
(Figures are in %) 5 57 64 22 27 12 9 Urban affluents 3 43 56 20 25 11 8 Urban m ass 1 31 52 20 22 10 6 Rural affluents 1 18 36 14 12 5 3 Rural m ass
11pm < 9-11pm 7-9pm 4-7pm 1-4pm 9am -1pm > 9am
Day ¾
part Viewer ship-Sundays/Holidays
(Figures are in %) 5 56 64 32 40 21 10 Ur b an afflu e n ts 3 42 57 29 33 16 8 Ur b an m as s 1 30 52 25 27 13 7 Rur al afflu e n ts 0.4 17 35 19 15 7 4 Rur al m as s
11p m < 9-11p m 7-9pm 4-7pm 1-4pm 9am -1pm > 9am
15
¾ Time Spent by Youth
TV - Working Days: - 1.38 hrs/ day TV - Sundays/holidays: - 1.58 hrs/ day
Press - Working Days: - 0.26 hrs/ day Press - Sundays/holidays:- 0.29 hrs/ day
Radio - Working Days: - 1.17 hrs/ day Radio - Sundays/holidays: - 1.22 hrs/ day
16
Internet Working Days: - 1.08 hrs/ day Internet Sundays/holidays:-1.11 hrs/ day
Cinema – One move / month
The reason of increase in percentage after 1pm & 7pm is because of the college & working hours timing in India.
17
5. Comparison of youth as per Maslows Theory
18
Physiological Needs: Rural mass is coming in the first stage of hierarchy because 91% of the people have Monthly Household Income below 4000. If you will see the illiteracy level which is very high among all the categories i.e. 11% are illiterate. This indicate the importance of money factor for them, the number of working members in there family is also high. Majority of them are falling in between 5th to 9th Std., due to low education level they get low income. They have to straggle for satisfying their basic needs.
Safety Needs: When all physiological needs are satisfied and are no longer controlling thoughts and behaviors, the needs for security can become active. Urban mass that don’t have to face basic need as a problem they enter into safety needs. The education level is comparatively higher in urban mass then that of rural mass. There are 59% of youth are SSC & above. Though they are literate but the education level is not compatible for demand which is available in the market. That’s the think which put them into the dilemma or create demand of security of employment, resources, of morality, of family, of health, of property.
19
Needs of Love, Affection and Belongingness: When the needs for safety and for physiological well-being are satisfied, the next class of needs for love, affection and belongingness can emerge. Maslow states that people seek to overcome feelings of loneliness and alienation. This involves both giving and receiving love, affection and the sense of belonging. I can say that 12% of the urban mass will be having
same kind of demand as such because; these percentage forms the group of graduate and more. Who will be changing they are group and become the part of urban affluents sooner or later, on the basis education power which they possess.
Esteem: When the first three classes of needs are satisfied, the needs for esteem can become dominant. These involve needs for both self-esteem and for the esteem a person gets from others. Rural affluents are the group who comes under this stage because they are way a head to the other rural mass & urban mass in term of education, monthly household income etc. high income high spending.
20
Self-Actualization: When all of the foregoing needs are satisfied, then and only then are the needs for self-actualization activated. I can say that, the urban affluents category has mark there present on the peak stage of hierarchy. There level of thinking is different from all the category because of change is there culture, Education, Monthly Household Income, expenditure wise etc. for instance 53 % of urban affluents have Two wheeler & 11% of them have Four Wheelers, where as other categories don’t even applicable to stand against them in terms of spending.
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6. Analysis of youth: Current
• Demanding class of the society: The youth in India have high spending. As per the report in business today on December, 19, 2006 issue, Who are apparently spending on luxury brands, gizmos and anything else their heart desires. The
example of one Ashima Bagchi (17), who's been photographed with her 60 g b video ipod (Rs.26,000), Nokia N 91 (Rs.35,000), Guess wallet (Rs.4600), Guess timepiece (Rs.16,000), Swarovski bracelet and ring (Rs.8, 900) is a bit over the top. (How wannabe is a 12,600 rupee Louis Vuitton ipod case??!) But such brats do exist. And surely
one can find a few hundred similar examples in our metros. Ok, even a few thousand.
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• High percentage of literacy: The percentage of literacy level is enhances rapidly. Majority of youth know how to read and write no matter any language the use to but they understand the things coming in there way.
• It is easy to convey the message to youth because majority of youth understand common language i.e. Hindi, Tamil & Telegu etc. Which is beneficial for the advertiser to convince there message. • Optimistic outlook towards life. (Constantly seek new opportunities.) • Adopting new categories earlier in life.
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Opportunity
• No channel catering specifically to youth. • Futures prospective customer for the advertiser. • Willing to pay more for quality. • More exposed and better informed than his predecessors. • Not merely influenced any more but a growing tribe of opinion leaders.
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7. Conclusion
During the preparation of the project on Youth, I have dealt with many key elements which are absolutely important for any one who is willing to understand the youth of India. The 4 category identified in the project differentiate between the aspiration and desires of Indian youth. Many a marketer have gone to market intending to tap urban youth and forgotten that even in Urban India the youth is not a homogeneous mass but their aims, ambitions and desires are vastly different. This documents hopes to shed some light into this phenomenon.
As per the statement in (Economic times, international, 5, june2007) “We have to get away from thinking of the poor as a problem,” said C K Prahald, author of the book ‘The Fortune at the Bottom of the Pyramid.’ “Part of the problem is that people have not had a full understanding of the size of the opportunity,” there is a deeply held assumption that the poor will not appreciate high quality or will not accept high technology and they have no need for products services that are innovative. I think there has been a reluctance to make a fundamental change in business models. We try to protect our cost structures and forgo opportunities, he said in recent presentation in Johannesburg. Guided and inspired by the message this is an attempt to throw some light into the aforementioned pyramid.
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As it is seems that the urban mass are poor in term of income and education level than rural affluents but the difference is not so high that they can’t chase them. It is important for us to know that youth are scattered all over India it shows that development will be coming from all across the country which is a good sign for the development. From the marketer point of view youth are the important segment to which they can target for their brand and convert them into loyal customers. Because this is the stage where one individual thinks for the future & today’s youth will become future decision makers in the family.
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8. Bibliography
Software used: Indian Readership Survey (I R S) Media Express (TAM) Web Sites: businessworld.in/content/view/884/939/ http://us.indiantelevision.com/special/y2k7/UTV_specialreport.htm www.ibnlive.com/news/bharatiya-youth-proud-to-be-indian/18633-31.html
Magazine: Business World, 6th November 2006 Edition, special issue on youth.
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doc_188099226.pdf