Consumer Behavior Study of the attitude of youth

towards INDIA

Kuldeep Kashyap – 07Piyuesh Modi – 14

Akanchha Sahay – 23 Pavan Swaminathan - 28Avinash Venugopal - 66

Ashima Lohia – 82Megha Parmar - 115

MY COUNTRY INDIA

• India, the seventh largest country by geographical area, Second most populous country and the world’s largest democracy.

• India’s population :1.17billion(estimate for July 2009)

Density : 364.3/km2 Per Capita GDP : $ 1 017 Youth : 15-29 yrs = 49% Sex Ratio : Rural : 946 Urban: 900

OBJECTIVE OF RESEARCH

OBJECTIVETo understand the attitude of youth towards India

SUB-OBJECTIVES• To understand the beliefs that are prevalent among

youth towards patriotism• What are the various factors that influence their behavior

pattern towards patriotism and India

OPERATIONAL DEFINITIONS

• Indian: A native or inhabitant of India• Patriotism: It refers to the love/ devotion for ones country• Attitude: It refers to the positive or negative views of

people• Preference: it is the selection of one thing over another• Citizenship• Freedom of expression• Social system

RESEARCH METHODOLOGY

Place of survey SIC Campus and near by offices in Hinjewadi (Pune)Sample size: 150Data Collection MethodThe method of data collection is Primary method that

includes Mall interceptAlso secondary data was collected from various sites,

research papers and books

Contd..

Sampling TechniqueInitially a rough draft was prepared keeping in mind the

objective of the research. A pilot study was done to know the accuracy of the Questionnaire

Survey Technique Mall intercept Survey

Classificatory Variables

• Gender• Age• Education

What comes to your mind when you hear the word India?

Women are more family oriented and men are more assertive and possessive towards their country.

What evokes patriotism in you?

The maximum results of equal views came about war

Who influences you the most in forming your opinions about India?

Inference: Parents play a major role in influencing the decisions of the youth.However Jungian Personality is more strongly observed in the case of males and not very prominent in females.

Where have the youth expressed their opinion about the country?

Inference: Men are more information seeking than women. The Need for Cognition Theory can be applied in case of men.

Willingness to stay Abroad

Observations from the amongst the people who have gone abroad

Contd..

• Observations from the amongst the people who have not gone abroad

Reason to stay abroad

Inference: Men are more ambitious when it comes to career .

Was your decision to stay in India affected by the recent Global financial

turmoil

Favorite freedom fighter

Males hold a more extremist view than females.

Females imply an attitude of compliance.

Which Indian has made you proud?

Mahatma Gandhi still holds importance, for both the genders alike.

What has India done for you?

More men than women feel India has not done anything for them –Risk averse, materialistic and goal oriented.Females are more values, beliefs and family oriented.

How would you repay India?

Women are more clear about how they plan on contributing to India than their male counterparts.

What is the biggest weakness of India?

The youth as a whole believes that population is the root cause of all problems that India faces today – Biggest

impediment to any growth.

Which is our National Song?

44%

45%

46%

47%

48%49%

50%

51%

52%53%

Know Don’t Know

Male

Female

Where do you see India in 2020

Youth today is Optimistic, aspires to be successful, believes in India’s strengths as well as its political

system.

What do you like about India?

Cultural Heritage of India is liked by the youth irrespective of the gender, and this might affect the thought process

more as compared to Food or education in India.

Lets paint a picture now…

• The youth today is a confused lot where they like India for the freedom they have today, for the heritage it has, for the education they’ve received here, but still they’re not sure how to value what the country has done for them.

• The Indian youth is very optimistic, confident and overall more technology-savvy than ever before. They are always on a lookout for finding venues to voice their opinions.

• Youth today is very career oriented and this drives most of their decisions including leaving his country for career and education.

The Male today

• He is aggressive, and very career oriented.

• Less attached to his cultural heritage.• More tech savvy – Information seeker.• Opinion of friends and peer group matter

more than family opinions.

The Female Today• Women less aggressive and more

compliant to the social norms.• More culture oriented.• Less tech savvy - word of mouth holds

much importance. • Opinion of family matters more than peer

groups.

Jai Hind