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CHAPTER 3
SOCIO- ECONOMIC PROFILE OF THE RESPONDENTS
The previous chapter presented a detailed account of evolution, growth of Amritsar city
and contribution of business communities towards the development of the city. From the initial
stage of development (Guru Period) to the dispersal of the city and its markets to the present
times, an effort was made to understand the socio-economic milieu of city at different stages. It
was also seen, how businessmen from different parts of the country contributed to the economic
growth of city. Business activities were conducted in distinctive settings by different
communities including Hindus (Khatri, Rajput, Marwari, Arora, Baniya, Khatri, and Bhatia),
Muslims (Khojas, Sheikhs) and Jains. By business communities it is meant, group of people
belonging to different castes and regions that are engaged in buying and selling of commodities.
It was also observed that certain communities such as, Baniyas who clinged more to long held
family traditions of commercial involvement ultimately hindered their prospects while, some of
the business communities for instance, Khatri had very readily diversified their business and
have been most mobile communities as a result of which they have contributed magnificently to
the growth of Amritsar’s market. In short, two kinds of transformations in city have taken place
as a result of changing market situations. Increased sub-urbanisation is taking place at one hand
while, redevelopment of city is taking place on the other hand. It also includes transformation in
the very patterning of market and market players.
This chapter, proposes to provide an analysis of the socio-economic characteristics of the
respondents that comprises of the traders, the employees and the consumers. The three sets of
respondents were chosen for the present study so as to provide a broader overview to the issue.
The traditional retailers were primarily chosen as for the present study to know the consequences
of modern retail businesses over the traditional businesses. Whereas, the employees working at
modern stores/malls/marts were chosen because these modern retail formats are growing parallel
to these traditional retail formats and depict a totally different business environment with all
together different profile of people. However, third set of respondents were chosen to know the
responses of consumers towards modern as well as traditional retail formats.
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Variables such as age, marital status, religion, caste, education, family size indeed help in
assessing the link between the socio-economic factors and the other variables. The social
background and the economic position of person is taken as variables to study the social
behaviour, attitude, prejudices of a person, as it governs the nature, forms perception of the
social world and construction of social reality. Similarly, lifestyle of an individual is taken as
another variable to make a sense of manner of living of the respondents. A lifestyle is a
characteristic bundle of behaviors that makes sense to, both others and oneself in a given time
and place, including social relations, consumption, entertainment, and dress. It reflects an
individual's attitudes, values or worldview and is a means of forging a sense of self
(www.wikipedia.com).
In short, this chapter discusses the profile of the respondents. The chapter is divided into
three parts. Part I deals with the profile of traditional retail traders. This part would also provide
an overview of what kinds of trading activities are performed by the businessmen of the city and
who are carrying on those activities. It would provide an overview of composition of retail
market in Amritsar. Along with this, it would help in identifying their social and economic class,
business details that will help in assessing the nature and also changes in the market. Part II deals
with the socio- economic characteristics of employees working at malls/ stores and marts in city.
In this part, an effort would be made to contour the changes taking place in the market. This part
would in a way help us in contrasting the composition of modern retail formats vis-a-vis
traditional retail formats. The background of the employees working at the modern retail formats
would also help in identifying the requirement and possibilities these modern retail jobs are
providing. Lastly, Part III deals with the socio- economic characteristics of the consumers. This
part of the chapter would help in providing an understanding of the consumption pattern of the
city dwellers. All the three parts of the chapter would form the basis of analyzing the issue in
concern.
I
SOCIO-ECONOMIC PROFILE OF TRADITIONAL TRADERS
Sociologists view markets as social institutions that are constructed in culturally
specific ways, i.e., markets are largely controlled and organized by particular social groups or
classes and have specific connections to other social institutions, processes and structures.
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Bruno’s (2003) study of Indian entrepreneurship makes it clear that in India few communities,
areas, groups and families dominate the market. Thus, entrepreneurship in India is constricted
around certain variables such as family, caste, community and areas. Vaishyas have been the
only merchant groups since ancient times but with times, other non business caste groups have
also proved their mettle in business and trade.
Shops have an important social role to play and had been catering to the needs of all the
classes and high frequency of customers. Drawing a sociological profile of Indian businessmen
is quite a tricky task as the social identity of local traders is often highly specific. They do not
constitute a sociologically homogenous group in terms of power and networks. The social
variables like - sex, caste, region and economic power are all significant to identify the traders,
their relevance may vary in specific markets, localities and professions. Kaur (1996) in her
thesis on ‘Non- Punjabi business communities in Amritsar city’ states that among non Punjabi
business communities in Amritsar, the Marwari, Sindhi and Gujarati were actively involved in
business activities. These business communities hail from different socio- economic
background and had their own values, cultures, tradition, unique skills, attitude and contributed
to economic development of the city. But, with the process of modernization market has passed
through different phases of transition that have brought in significant changes in the whole
structure of market.
Analysis of socio- economic characteristics of population hence, lays the foundation for
peeping into the attitudes, beliefs and practices of the people. This part of the chapter therefore,
provides an insight to the profile of traditional retailers of Amritsar city. The study aims at
exploring the role and significance of the social determinants i.e., age, caste, religion,
background of the respondents in shaping their entrepreneurial acumen. Few of the
respondents were migrants from other cities and only a few of them were commuter, (from
surrounding villages of the city) while others were localities.
Age
Age is an important factor that influences maturity of person and his aspirations. Young
are more energetic, progressive, innovative and prone to change than the old. The process of
learning is much easier and faster in young age as compared to the old. They have attitude and
interest different from the aged. Also, they are more adaptive to change and have more risk
75
bearing attitude. Business is considered such an activity which requires time and maturity to
acquire acumen, tricks and traits.
Kaur’s (1996) analysis of traditional Amritsari market showed that among the non-
Punjabi business communities of Amritsar, the business was largely in the hands of middle
aged and older generation. But, the data collected for the present study differs to some extent.
The age of respondents ranged from 21 to 90 years. The average age of the retailers was found
to be 39.2 years.
Table 3.1
Age of the Respondents
Age (in years) Responses Percentage
21-30 30 30.00
31-40 29 29.00
41-50 20 20.00
51-60 13 13.00
61-70 6 6.00
71-80 1 1.00
81-90 1 1.00
Total 100 100.00
The data represent prominence of young and middle population in retail business in
Amritsar. This is a general attitude that the older generation withdraws from the business
activities after their children take succession. The data indicate that a new wave of energetic
young businessmen with different perception and cultural values that of the older generation
have entered market.
Distribution on the basis of Gender
The structure of gendered relations has always been reflected in division of labour
between sexes. With the development of industrial societies in eighteenth and nineteenth century
this was manifested in the development of ideology of “separate spheres” in which woman
specialized in domestic work and men in market work. Woman’s sphere was the home and
men’s public life (Chafetz: Ebook).
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Gender roles are stereotypical based on relations of power and exploitation. On the basis
of such sexual division of labour, woman have for quite a long time been disconnected from
public sphere and participation in labour force. The pattern of gender inequality and submissive
role of woman is visible in their participation in economy. Indian traditional structure is not
permissive enough to let the woman come on the public front. The findings of the study indicate
that market thrives on unequal gender relations and business in Amritsar is predominantly
dominated by males thus wasting the human resource by confining woman to the four walls of
house. The communities are traditional and still do not want their woman to go out for business
or job (Bal, 1994).
Figure 1
Distribution on the basis of Gender
Primarily, market is male dominated and involves transactions with males. It is seen that
a large proportion of respondents (92 %) who run market are the male (Figure 1). Whereas, the
remaining were woman running their own business ventures. It was also seen that woman who
are working in shops are either supporting their spouse in the business or their sons and are not
running the venture independently.
Religion
Religion is a system of beliefs, emotional attitudes and practices by which a group of
people attempt to cope up with problems of life. Religious values impose a certain type of
behaviour and act both, as an inhibitor as well as facilitator. It performs functions for both
92(92%)
8(8%)
Male Female
77
individuals and society and provides guidelines for human action and standard against which
people’s conduct is evaluated. Where it has moved with times, it has advocated change.
Religion in Indian society defines social as well as economic life of people. It affects economic
behaviour (eg: concept of Artha, i.e., righteous and honest pursuit of economic activities).
Economic power is reinforced through the dominant position acquired in religious and family
life that structure communities (Bruno: 2003). It also plays an important role in entrepreneurial
activities of traditional as well as new communities. It is an important variable that shapes and
transforms the beliefs and attitude of an individual. Religion in Weberian perspective is an
obstacle to entrepreneurship in counties like India.
Table 3.2
Religion
Religion Responses Percentage
Hindu 71 71.00
Sikh 29 29.00
Total 100 100.00
However, societies have always at some points been permissive and occupational
mobility has always been there. Even in present times, religion has to some extent ceased to
play important role in determining the activities of individuals. The table (3.2), given above
present religion of the respondents. Of the total respondents, it is found that the main religious
group is that of Hindus (71 percent) and others are Sikhs (29 percent). This means, that most of
the trading caste groups are of Hindu religion therefore, the number of people belonging to
Hindu religion is more than that of the Sikhs.
Caste
Caste is another variable to understand Indian social reality. Caste structure is a pattern
of social behaviour in which groups and individuals are guided by prescribed set of norms,
values and sanctions. Individuals born into caste acquire roles and statuses associated with that
caste identity. Sociologists like Ghurye (1969) and Hutton (1969) have defined it as hereditary
78
endogamous group, having a traditional association with an occupation and a particular
position in the hierarchical settings. Caste system in India is linked with the ‘Varna Model’
which divides Hindu society into four orders- Brahmins (traditionally priests and scholars),
Kshatriya (Rulers, soldiers), Vaishyas (Merchants) and Shudras (peasant, labourers and
servants). Caste was highly closed/ restricted group, with each caste having its own occupation
and rules governing the behaviour of its members and mobility was not possible. But due to
factors of social change like modernization, westernisation, Globalization, education, and
industrialization caste system has lost its extreme rigidity. For long, caste system has been held
responsible for India’s backwardness. It has also played an important role in preserving
hereditary values and promoting specialisation. Though changes have been brought about in
the occupational structure of caste, yet businesses predominately are run by specific business
communities. Hence, it is apt to highlight some space to the role of caste system in determining
the entrepreneurial activities.
Table 3.3
Caste of the Traders
Caste Responses Percentage
Khatri 31 31.00
Arora 19 19.00
Brahmin 17 17.00
Baniya 12 12.00
Suniyar 8 8.00
Jatt 4 4.00
Ramgharia 4 4.00
Rajput 2 2.00
Cheemba 1 1.00
Chamar 1 1.00
Balmiki 1 1.00
Total 100 100.00
The Amritsar’s market too shows a predominant pattern of caste in entrepreneurial
activities. Of the total respondents (Table 3.3), majority of the respondents belong to
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prominent business castes like Khatri (less than one third), Arora (one fifth), Baniya (12
percent). It is interesting to note that non- business castes such as Brahmins, Suniyar, Jat,
Ramgharia, Cheemba, Balmiki and Rajputs are also significantly contributing to business in
Amritsar. The data, therefore, indicate that though, economic context of market has changed
considerably yet, business in Amritsar is still predominantly being run by traditional business
castes who dominated the market in the past.
Marital Status
In Indian society marriage is a highly revered institution. Hindu marriage is in theory, a
sacrament and irrevocable. But the notion, that marriage is indissoluble has gradually been
eroded and through legislation, the right of divorce has been introduced in all legal systems in
India. Marriage performs numerous functions such as it provides provision for economic
cooperation, protection of property and occupational secrets due to endogamy, promotes
intergroup relations and determines social status of an individual.
Table 3.4
Marital Status of Traders
Marital status Responses Percentage
Married 73 73.00
Unmarried 21 21.00
Widow/widower 4 4.00
Divorcee 2 2.00
Total 100 100.00
There are different types of marital unions that have implications for population
composition, property relations, inheritance etc. The findings (Table 3.4) show, that majority of
the respondents are married (73 percent), a little more than one fifth of them are unmarried. A
very small percentage is of widow/ widower (4 percent) respondents and only a very few are
divorcee (2 percent) among them.
80
Education
Education is an important variable that defines one’s attitudes and beliefs. Educational
level of an individual is determinant of his life style. More the educational level is, more the
modern values get incorporated into life style of people. Education plays a vital role in
modification of behaviour and skill attainment. In India, caste in a certain way played an
important role in determining educational qualifications of its members.
Caste also plays an important role in determining performance of their members through
their influence to respond to economic opportunities, education, training, access to resources and
social contacts. Earlier, education was thought as an affair of higher castes, who had access to
the education system. Today, scenario has changed, with state playing welfare role for upliftment
of the masses by encouraging education for all. Education today is regarded as the prime mean
for emancipation and changing ones socio-economic position in society. Business communities
since long had an indifferent attitude towards formal education. To run a business, a general
attitude of the business communities was that there was no need for formal education (Appemdix
III). Running a venture had more to do with the skills of the members of business communities in
which informal learning was very important. It was because of such an attitude that literacy rate
was not so high among the business communities in the past and hence a vast majority of
businessmen were uneducated and lacked refinement. Singh (1979) in his study on ‘Traders of
Mai Sewan Bazaar in Amritsar’ found that the book sellers within the walled city were either
illiterate or just did schooling with respect to modern education. A similar attitude of traders
towards formal education was found by Kaur’s (1996) study.
But an improving trend in education was seen in this study. Table 3.5 shows that the
number of graduates and post graduates together comprise of more than half of the respondents.
While, very small number was found to be those of matriculates and illiterates. It was also seen
that young were more receptive in gaining higher education, whereas, the old contend that there
was something innate in business skills and there was no need for formal education. The
relationship between caste background and educational qualification of the respondents has been
traced in table 3.4. The cross table illustrates, that among Khatri (31%), most of the respondents
are Graduates and one fifth of the respondents were 10+2 and less than one third are post
graduate while only 6.45 per cent are matriculates. Also among Aroras (19%), less than three
81
fourth of the respondents were graduates. Likewise, among Brahmins (17 %) nearly 64 percent
are 10+2 whereas; more than one third were graduates. Among Baniyas, half of the respondents
are graduates. Among other castes such as Jat, Ramgharia, Chemba, Balmiki, Chamar and
Suniyar the improvement in educational qualification is seen.
Table 3.5
Caste and Educational Qualifications
Qualification
Caste
Illiterate Matric 10+2 Diplomaafter
(+2)
Graduation Post
Graduation
Total
Khatri 2(6.45) 2(6.45) 6(19.35 -- 17(54.83) 4(12.90) 31(31.00
Arora - 4(21.05) 1(5.26) - 14(73.68) - 19(19.00
Brahmin -- 2(11.76) 7(41.17 - 6(35.29) 2(11.76) 17(17.00
Baniya - 2(16.66) 3(25.00 1(8.33) 6(50.00) - 12(12.00
Suniyaar - 4(50.00) 1(12.5) - 2(25.00) 1(12.5) 8(8.00)
Jat - - 2(50.00 1(25.00) 1(25.00)` - 4(4.00)
Ramgharia - 2(50.00) - - 1(25.00) 1(25.00) 4(4.00)
Rajput 1(50.00 - - - - 1(50.00) 2(2.00)
Chemba - - - - - 1(100.00) 1(1.00)
Chamar - - - - 1(100.00) - 1(1.00)
Balmiki - - - - 1(100.0) - 1(1.00)
Total 3(3.00) 16(16.00 20(20.0 2(2.00) 49(49.00 10(10.00 100(100.00)
The data, therefore, discern increasing importance of education among different caste
groups. Also, the data is evident of fact that all in all, there has been rise in the educational level.
Today, educational qualification is seen as an indicator to learn and acquire skills and traits,
which can help the businessmen in expansion of their business. The older generation was much
concerned about acquiring work skills informally through socialization process but now
businessmen (of various castes) have recognised the importance of formal education as it
contributes to widening of the perspective, accommodating with changing times, modification of
behaviour as well as help in learning social behaviour. The younger generation makes use of
both formal and informal education to learn the traits of business. Youth, who are educated, well
equipped with the basic skills and ready to learn and orient themselves to varied situations. The
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cross table though does not suggests any significant relationship between caste and education but
somehow predicts that upper castes are more educated than others.
Business Acumen
By business acumen, the researcher means the tricks and traits of business. Every caste
has its own minute details which are handed down from one generation to another generation (by
elders to younger) through the process of socialization. Business skills are acquired either
through formal and informal training or they are ascribed, by birth. Of recent, there has been
increase in Business schools and Government Entrepreneurial Development Programmes (since
1950s) that have been providing training to the entrepreneurs and helping them improving their
skills. However, family continues to be an important institution for transmitting values and skill
formation. It cannot be denied that certain common personality traits in members of the
communities are nurtured through socialization process in the families. As far as business skills
of the entrepreneurs are concerned, being surrounded by an environment full of business they
were groomed to be an entrepreneur (Bal, 2006).
Findings of the study reveal that majority (56 per cent) of the respondents said that they
hailed from business families hence have acquired their business skills from their fathers and
forefathers, i.e., they acquired business acumen through process of socialization and did not go
for any sort of formal learning (Table 3.6). Their skills and traits are hereditary and have
acquired business values and ethics without any conscious efforts.
Table 3.6
Business Skills
Business skills Responses Percentage
Hereditary 56 56.00
Training 29 29.00
On-the-job 15 15.00
Total 100 100(100.00)
Whereas, on the other hand, more than one fourth of the respondents said they have
acquired and learned business traits through training (formal and informal), i.e., skills attained
83
from both- some technical institution, training centre and from within the family. Whereas, 15
per cent said that they have acquired business skills on-the-job. From the above discussion, it can
be said that socialization process continues to be the main source of acquiring business acumen.
Type of Household
Family is a universal social institution. Every family has its own specific form and
behavioural pattern. In traditional societies like ours, joint household was regarded as an ideal
form as it fulfilled all the economic and emotional needs of an individual and acts as machinery
for pooling funds in business. The adult male members had right to take important decisions in
the family.
Figure 2
Joint household is the first and the foremost classical Indian institution that many
businessmen and industrialists still tend to follow. But, changing pattern of social and economic
patterns of life has resulted in nuclearisation of families that means preference for nuclear
families have strongly increased among the masses. Figure 2, reflects that half of the respondents
have nuclear household. Whereas, more than one fourth of the respondents live in joint
household and one fifth live in an extended household. This indicates that as a result of
nuclearisation of families joint households are on decline.
Household Type
51(51%)
29(29%)
20(20%)
0
20
40
60
Nuclear Joint Extended
Percentage
84
Type of Business
Businesses in India were nearly created by joint households who found it advantageous to
remain so in the interest of the business, as joint property was regarded as an asset to keep aside
any liability from outside. The sustenance of business depends upon the nature of one’s family
system (nuclear or joint), number of parties involved, and strength of primordial ties. It also
requires social networking. Table 3.7, reflects that though there has been increasing trend
towards nuclearisation of families but family owned business still follows, as more than four
fifth of the respondent’s business is family owned, followed by one sixth who have joint
proprietorship (with secondary relatives or others).
Table 3.7
Type of Business
Type of business Response Percentage
Family owned 84 84.00
Partnership 16 16.00
Total 100 100.00
Sales in Business
Business ventures are initiated by mobilising support (both financial resources and
networks) through family and kinship. Investment of capital in a venture depends upon the size
of business, profit earned, number of parties investing in business etc. The growth again depends
upon networking, information and a constant flow of capital. While inquiring about investments
and income, research techniques like observation and probing were also used to ensure validity
of the responses by observing their gestures and unwillingness of the respondents, the condition
of their shop and the number of employees.
It can be inferred that responses were understated and might be to a certain extent non
reliable. Nearly sixty percent of the respondents didn’t answered this question out of certain fears
in mind like- the research might have some link with taxation department or it may be due to
general tendency of people to hide their income. The respondents interviewed together comprise
of heterogeneous population as they were from different lines of trading (as discussed earlier).
85
Also, all sorts of traders were interviewed small, medium and upper class. Other than these, the
pushcart vendors were also interviewed.
Table 3.8
Monthly Sales (in Lakhs, `̀̀̀)
Sales (in lakh, `̀̀̀) Response Percentage
Upto 1 lakh 11 11.00
1-3 10 10.00
3-6 9 9.00
Above 6 1 1.00
No response 69 69.00
Total 100 100.00
Table 3.8, reflects the financial statement of the business of the traders. The table
indicates that the monthly sales of the respondents ranged from ` 1 lakh to ` 11 lakh. The
average monthly sales of the respondents are ` 3.82 Lakh. The data explains that in Amritsar
business is largely of small and medium size.
Pattern of Employment in Shop
Depending on the magnitude of the business, extra workforce is required for assistance in
work at different levels. The small size business largely employs household labour (family
members). Whereas hired labour is employed in larger ventures. Majority of the respondents (66
per cent) said that they are helped by their employees/ paid staff at different levels. While, 13 per
cent said that their employees and relatives help them in their business (Table 3.9). On the other
hand, 10 per cent of the respondents said that they solely manage their business and did not seek
any assistance from relatives/ employees or anyone else.
Data reveals that most of the respondents have 1 to 3 employees working at their shops
while, others have 4 to 6 employees. Many of those who have small business or family owned
business have not hired any employee at their shop. Whereas, those having bigger shops have
even 7 to 10 employees working in their shop and a few of them even have upto 13 employees.
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These employees are largely hired as salesman, accountant, helper and security personnel. A few
of them are also working at managerial position.
Table 3.9
Pattern of Employment in Shops
Provided help in business Response Percentage
Employee 66 66.00
Relative+ employee 13 13.00
Relative 6 6.00
Family member+ relative 4 4.00
Spouse 1 1.00
No one 10 10.00
Total 100 100.00
On an average, the employees are paid between ` 1500 to ` 5000 per month depending
upon their experience and profits in business. Only a few of them are paid upto ` 8500,
depending on experience and position. But this is not the case with the petty shopkeepers as their
business is largely run jointly by the family members than the hired labour. The respondents
largely hailed from posh, semi posh areas and interiors of the walled city. The place of residence
are largely, Majitha road, Ranjit avenue, Beauty avenue, Rani ka Bagh, Lawrence road, Basant
avenue, Green avenue, Cooper road, Civil lines, Diamond avenue, Garden colony, while others
hail from Ajnala, Airport road, Fatehgarh road, Putligharh, Islamabad and Interiors of the Walled
City.
II
SOCIO-ECONOMIC PROFILE OF EMPLOYEES WORKING AT
MALLS/STORES/MARTS
The city of Amritsar has witnessed changes in the last few years with respect to retail
development. Earlier, business has been the only preference of the city dwellers to earn their
livelihood till some call centres mushroomed up in the city and now modern retail formats that
have become the most sought after place for job seeking. Till 2007, the total number of skilled
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unemployed applicants in Amritsar district was 41843 and number of unskilled unemployed was
2225 in 2008. Also, the number of educated unemployed was 36059 and that of uneducated
unemployed was 8009 (Punjab Statistical Abstract, 2009). This part of the chapter, focuses on
the socio- economic profile of the mall/ store employees. It identifies the people working at malls
and stores in Amritsar city, their social and economic background, their family and educational
level. It is proposed that where market in traditional retail was reined by middle aged and elderly,
it is youngsters (18+ to 30 years) who dominate the modern retail formats. In contrast to a
traditional market, that was gendered with predominance of elderly male, these newer places are
more egalitarian in the sense that increasing participation of woman in the market and services is
seen. As modern retail formats form newer workplaces, the profile of the entrepreneurs is quite
different from the traditional businessmen.
Katakam (2007) and Gopptu (2009) have tried to highlight the socio- economic
background of the employees in modern retail formats in India. Their studies make it clear that
the employees working in these new formats hail from similar socio- economic background, i.e.,
lower middle class working at the lower positions at malls/ stores whereas, higher positions are
occupied by the educated upper class. Largely, the employees at malls and stores are young with
age range of 19 to 35 years. Also, woman are the most sought after human resource for these
new formats as they are easy to hire at lower wages, they make these spaces a friendlier place,
and are easy to control, docile and honest. These modern workplaces are egalitarian and based on
achievement orientation of the actors. These modern formats have nothing to do with the
ascribed statuses of the individuals. Ascribed statuses such as caste, religion play no role in
employment of people. The working environment of these new retail formats is quite different
than the traditional ones. Retail jobs have flexibility of time and working in shift- system and
contractual system of employment. Hence job- switching (i.e., changing job frequently) is a
common practice among the young employees. Also, more of the employees are unmarried men
and woman who are working in retail as part timers. The newer formats of retailing are target
oriented though the salaries of the employees are less but still, they can earn additional through
their performances. The salaries of the employees working at different positions ranged from `
3000 to ` 6000. In this part, an effort has been made to study the composition of store/mart/mall
employees of Amritsar city.
88
Age
As opposed to traditional retail where majority of the working population was the elderly
or the middle aged. The modern retail stores/ marts have become a preferred location for
youngsters to seek employment and so, retail has emerged as a promising destination for job
hunters. Youth has shown profound interest in modern retail than the elder generation.
Table 3.10
Age of the Employees
Age (in years) Response Percentage
15-24 45 45.00
25-34 48 48.00
35-44 5 5.00
Above 45 2 2.00
Total 100 100.00
Table 3.10 is indicative of the above stated fact. The average age of the respondents is
25.4 years. A slightly less than half of the respondents are between the age 25-34 years. While,
45 per cent of respondents belong to the age group of 15-24 years. While only 7 per cent of the
employees working at malls were above 35 years. It can be said, that the working population at
modern stores/ marts is largely, young. The age of employees working at modern stores/malls
and marts ranges from 15 to 54years. From the above findings it can be said that these modern
retail formats have successfully provided young generation with avenues for employment.
Distribution on the Basis of Gender
The participation of woman in traditional retail was meagre as it was not thought of as
something desirable for woman to work in the public sphere (especially where dealing with other
men was involved). But, with the industrial revolution, the myths of public and private sphere
were broken.
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Table 3.11
Distribution on the basis of Sex
Sex Response Percentage
Male 80 80.00
Female 20 20.00
Total 100 100.00
The growing lifestyle and increasing opportunities required participation of woman for
providing subsistence income (Singh, 1992). With the spurt in modern retail formats the demand
for workforce has increased and woman in particular have become most sought after resource in
retail sector. Various reasons for more woman in retail space are that they are easy to hire at lower
wages and are willing to be placed in any position (Katakam, 2007). The data (Table 3.11) reflect
that majority of the respondents working at malls are males and the number of females working at
present in various malls and stores is one fifth but, this number is increasing steadily. Woman’s
high level of education has contributed to the increase in female labour force participation.
Marital Status
Earlier marital status of an individual was regarded as determinant of the employability
(especially in case of woman). It was regarded as a must for men to work after marriage to
shoulder the responsibility of rearing their families. But, employment of woman was generally
marred by certain factors like- the type of family, i.e., woman living in joint family had fewer
chances of entering into paid work.
Similarly, the marital status of woman also affected the prospects of employment like,
marriage meant withdrawal of woman from gainful employment for certain period which included
dual responsibility and child care practices. Whereas, for singles or unmarried woman there were
more job opportunities with respect to geographical mobility, job switching, fewer liabilities,
pressure and job selection. With the times things have changed to quite an extent. Modern jobs
provide workers with abundant choices (working in shifts and part time working, easy contractual
terms of employment and much more). Modern retail formats are public spaces and require
particular kind of environment, practices and unmonitored interaction with numerous customers.
90
Table 3.12
Marital Status of the Employees
Marital status Response Percentage
Unmarried 57 57.00
Married 41 41.00
Divorced 1 1.00
Widowed 1 1.00
Total 100 100.00
The findings indicate that most of the girls and boys working at malls and stores were
unmarried (57 per cent), others are married (41 per cent) and only a few (one percent each) are
divorced and widowed (Table 3.12).
Religion
In traditional perspective, religion played an important role in determining economic
choices of individuals. There is association between religion of the communities and specific
economic function they perform. Occupational choices of individual were governed by the
ascribed characteristics such as caste, age, religion, sex etc. However, from time to time, several
new caste groups have entered into commerce and trade. Caste barriers have weakened, spatial
mobility is greater. Modern market thrives on competitiveness, individual competency and
achieved statuses.
Table 3.13
Religion of the Employees
Religion Response Percentage
Hindu 78 78.00
Sikh 19 19.00
Christian 2 2.00
Muslim 1 1.00
Total 100 100.00
91
The data given in table 3.13 indicate religion of the respondents. It was found that most
of the employees working at modern retail formats were Hindus (78 per cent) while, others were
Christians, Sikhs and Muslim.
Caste
Caste restrictions in India are today not as meticulously observed as they were some
decades ago. Social mobility has been important feature of caste system and it has always been
present within the caste system. With the changes in traditional caste structure there has been
increasing flexibility/openness in occupational structure.
Table 3.14
Caste of the Employees
Caste Response Percentage
Khatri 31 32.29
Brahmin 27 28.12
Rajput 10 10.42
Arora 8 8.33
Jat 4 4.17
Majabi/ Chamar 4 4.17
Mehrey 3 3.13
Mahajan/ Baniya 2 2.08
Ramgharia 2 2.08
Kamboj 2 2.08
Ghumiyar 1 1.04
Ramdasia 1 1.04
Suniyar 1 1.04
Total 96* 100.00
* Excluding 4 respondents, i.e, Sindhi and Muslim (1 each), Christian (2).
The growth of money economy has enabled relations to be governed by market
conditions as opposed to inherited statuses. Modern market settings do not recognise the
92
caste affiliations for employment of individuals rather; the employability is facilitated by the
achievements of the individuals. Therefore, the modern market settings exhibit heterogeneity
in terms of working population. In this context, it can be said that where traditional
businesses were largely run by a few traditional business communities and caste groups, the
modern businesses are run by workforce hailing from different caste groups. This is evident
from Table 3.14.
It is seen, that respondents belong to different caste groups. Predominantly, they are the
Khatris, Brahmins, Rajputs, On the basis of above findings, it can be said though people from
different caste groups are involved in business activities, yet, participation of business caste
groups is higher as compared to other castes.
Household
There has been number of factors (economic, cultural and social) which have lead to
nuclearisation of families in all the societies. Nuclear household is more independent social unit
and is based on principle of social equality which is absent in joint household system. Also,
nuclear household provide ample chances to woman to earn an additional income to support their
families by participation in workforce. Modern jobs require professionalism, formal codes of
conduct and working. It requires several kinds of adjustments by the individual at family as well
as professional level. Therefore, there are varied patterns of family living and increasing trend of
nuclearisation of families. It becomes clear from the data given above, that, those who are
working in such new formats of retailing largely hail from nuclear families (more than three-
fourth) (Table 3.15).
Table 3.15
Type of household
Household Response Percentage
Nuclear 76 76.00
Joint 19 19.00
Extended 5 5.00
Total 100 100.00
93
While, a little less than one fifth of the respondents are from joint families and only five
percent are from extended families. It means number of respondents living in nuclear families is
higher than those living in joint or extended families. As far as retail jobs are concerned, it
requires long working hours, flexibility in personal domain which is possible in nuclear
household (more in the case of woman).
Family Income
Economic class of an individual may determine his position in the occupational structure.
Retail in India is in nascent stage and requires more workforce.
Table 3.16
Family Income of the Respondents (annual)
Income (`̀̀̀) Respondents Percentage
Upto 50,000 8 8.00
50,001-1,50,000 28 28.00
1,50,001-2,50,000 27 27.00
2,50,001-3,50,000 5 5.00
3,50,001-4,50,000 3 3.00
Above 4,50,001 5 5.00
No response 24 24.00
Total 100 100.00
Gopptu (2009), finds that majority of the people involved in modern retail formats hail
from a similar socio-economic background, i.e., those on the top positions largely hail from
upper classes, whereas, those from lower or lower middle are concentrated on the lower
positions. In the present study, it is found that average annual family income of the respondents
is ` 17905.04 (Table 3.16). It is seen that half of the respondents hailed from middle class
economic background, i.e., their family income ranged from ` 50,000 to ` 5,50,000 annually. A
few respondents belonged to higher income class whose annual family income is above two and
half lakh rupees.
94
Monthly Salary
Retail has emerged as a potential area for job seeking because of various advantages.
People prefer to work in organized sector as they provide them with timely salary and at least
better packages. Basic salaries in retail are very low but, far better than those provided by
traditional shop owners. In this study it was found that, the salary of employees ranged from `
2500 to ` 16500. Monthly salaries of 72 percent of the respondents ranged from ` 2500 to `
8500. Some employees that were concentrated at higher positions got salary ranging from ` 8500
to ` 12500 and even as high as above ` 12500 per month (22 percent) (Table 3.17). The average
monthly salary of store/mall/mart employees was ` 5440 per month. The salary given to the
employees depend upon their performance and experience and positions at stores/ marts. It is
seen that, those working on lower positions as security and housekeeping get ` 2500 to ` 4500
per month (such respondents comprised of 36%). While, a few (one fifth of the respondents)
working as customer care executive, promoter, membership service representative gets a
monthly salary between ` 4501 to ` 6500 depending upon the brand and profits earned by the
store/mall. Those who were at managerial level were earning much higher. Other than the basic
salaries the employees are given incentives for better performances in several ways such as
promotions, incentives, getting discount coupons. The pay rule for retail jobs is higher the
profits, higher the incentives given to employees.
Table 3.17
Monthly Salary of the Employees
Monthly Salary(in `̀̀̀) Response Percentage
2500-4500 36 36.00
4501-6500 20 20.00
6501-8500 16 16.00
8501-10500 9 9.00
10501-12500 4 4.00
Above 12501 9 9.00
No response 6 6.00
Total 100 100.00
95
Qualifications and Positions Held
Occupational position is an important factor in determination of individual prestige and in
allocation of privileges (Caplow, 1970). People are placed in particular jobs depending upon
different attributes required for the position they hold. Higher occupational positions require a lot
of innate talent and years of education and bring in the large salaries because these are what
motivated talented individuals to devote themselves to years of arduous study. (Volti, 2008:
118).
Table 3.18
Position Held and Qualification
Position
Education
Sales Cashier Supervisor/
Floor
manager/
section head
Assistant
manager
Manager/
Incharge
Promoter Total
Matric 9
(100.00)
(23.07)
-- -- - -- -- 9(9.00)
+2 11
(37.93)
(28.20)
5
(17.24)
(55.55)
3
(10.34)
(30)
2
(6.87)
(10.52)
8
(27.58)
(36.36)
-- 29(29.00)
Diploma +2 2
(66.66)
(5.12)
-- 1
(33.33)
(10.00)
-- - -- 3(3.00)
Graduation 13
(27.65)
(33.33)
3
(6.38)
(33.33)
6
(12.76)
(60.00)
14
(29.78)
(73.68)
10
(21.27)
(45.45)
1
(2.12)
(100.00)
47(47.00)
PG 4
(33.33)
(10.26)
1
(8.33)
(11.11)
-- 3
(25)
(15.78)
4
(33.33)
(18.18)
-- 12(12.00)
Total 39(39.00 9(9.00) 10(10.00) 19(19.00) 22(22.00) 1(1.00) 100(100.00)
As per NABARD report (2011), top level employees (managers/ associate and assistant
managers) in modern formats in India constitute 4 to 5 percent of the total work force that
comprise of people with higher degrees. Persons with matriculation or 10+2 account for more
than half of the workforce (customer service representative, sales associate etc) in retail formats
96
(www.nsdcindia.org). Herein, it was proposed to study relationship between educational
qualifications of store/mall/mart employees and their rank at their respective stores.
Table 3.17, shows that, almost all of the respondents have basic qualifications necessary
for retailing and are educated, equipped with the basic skill set, ready to learn and orient
themselves to varied situations. Their placement on different positions depended upon the
educational attainment and experience in retailing. There is a set organizational structure in
modern retail formats though there may be difference in the hierarchical arrangement and
positions at malls, stores and marts. A small store may have only two positions, i.e., store
manager and sales executive. Whereas, a big mall or mart may have 10 to 12 different positions/
ranks. These positions (See, Appemdix V) are assigned to the employees depending upon their
age, qualification, experience in retailing and many a times gender also.
From the table, it can be seen that none of the matriculate is appointed as manager or
assistant manager in the stores/malls. Also it is seen, that out of 29 percent of the 10+2
respondents, 55.17 percent of them are working at a subordinate level whereas, the remaining
were working as managers or assistant managers. Likewise, out of 47 percent of the graduates,
more than half of the respondents are working as assistant manager and manager at stores and the
remaining are at the lower positions. Likewise 58.33 percent of the post graduate respondents are
working at managerial level and the remaining 42 percent are at sales, cashier, floor supervisor
or promoters positions The data reflect that majority of the respondents concentrate on customer
sales executive (CSM)/ sales executive (SE) and top positions are acquired by those who hold
higher degree (graduation and Post Graduation) and expertise. Though, the employees are
recruited on specific designations (Appemdix V). They are also trained to do multi tasks. Job
rotation is often limited because it is a potential threat to efficiency, but many a times, it is
practiced.
Means of Commuting to Workplace
Commuting is a way of life for most workers, whose working day starts well before they
arrive at work place and does not end till they return home. For many people, work related stress
begins to set in as they get into their cars or board the buses that take them to their jobs (Volti,
2008: 235). To know the lifestyle of the employees, they were asked about the means of
transport they use to come to their workplace. It was seen that a little more than half of the
97
respondents said that they come by two-wheeler to their stores (Figure 3) and 19 per cent said
that they came on foot.
Figure 3
Means of commuting to workplace
Whereas, 18 per cent said they used public transport as a means of coming to their
workplace and a very few have a four wheeler. Therefore, it can be said, the modern retail
formats are newer, liberal places with different organization and structure than the old ones.
These modern corporative places are oriented towards competition and efficacy of the
employees, and do not recognise the ascribed statuses.
III
SOCIO-ECONOMIC PROFILE OF CONSUMERS
Market is expanding today like never before. The major driving forces behind market
expansion are the consumers as the increasing demand for goods of consumption has led to more
production. It is not only high class that is involved in mass consumption rather all of us are
consumers in a way that we are involved in the process of buying and selling. Therefore, it is
essential to review the general patterns of consumer market. The demographic change in India is
much talked about subject. The median age for India was around 25 years in 2009
(www.nabard.org). More than half of the population is young in India. Marketers are looking
19(19%)
18 (18%)
57(57%)
6(6%)0000
0000
on foot public transport two wheeler four wheeler
98
into the patterns of consumer behaviour among the young and urban professionals falling
between 16 to 40 years of age. Consumption pattern as compared to past has changed due to
increasing number of earning youth. Generally youngsters (15 to 24 years old) have more time to
shop than their older counterparts as many of them are students or do not have the
responsibilities. It is so, that they comprise of the active sections of the consumer market. An
effort has been made to understand consumer characteristics so as to study the implications on
various determinants of the consumer behaviour. Hence, this part of chapter will be devoted to
the significant socio- demographic characteristics of consumers that would help us in
understanding the consumer behaviour.
Age
Age is related to the level of maturity of individual and also affects his/her activities. As
person ages, his decision making power also increases whereas, his ability to do strenuous
physical tasks decreases. Youngsters are highly energetic in performing even exhaustive
activities and also have ample time to spare for time consuming activities like shopping. Several
studies highlight that youngsters are the most active shoppers and the market is also designed so
as to cater to their needs.
Table 3.19
Age of the respondent
Category Response Percentage
21-30 35 35.00
31-40 25 25.00
41-50 25 25.00
51-60 7 7.00
61-70 8 8.00
Total 100 100.00
Table 3.19, is indicative of the age of respondents. It is seen that half of the respondent
fall in the middle age category. More than one third of the respondent’s fall between the age
group of 21 to 30 years. While, more than one sixth of the respondents were above 51 years. The
99
average age of the respondents is 37.8 years. This indicates that more of the population is young
and middle aged are involved in the shopping activity.
Distribution on the basis of Gender
The sex ratio at an all India level has improved significantly since last few years. Even in
Amritsar city, sex ratio as compared to past have improved. In 1991, the sex ratio was 883, in
2001 it was recorded 864 and in 2011 (provisional) sex ratio has improved to 893 (Town
Directory Schedule, Amritsar 2011).
There are major obstacles such as patriarchal structures and social norms that are quite
often barriers which inhibit woman from aspiring to decision making positions. Other inhibitors
which do not let woman participate in decision making process are social conditioning, family
influence in societal culture, masculine culture of organization, marginalisation, discrimination,
multiple burden, lack of education, financial dependence and poverty (Jha, 2005). Males are
regarded as head of the family in patriarchal set up like ours and woman play a vital role in
housekeeping and also participate in decision making process at various levels in the family
(Mishra, 1993).
Table 3.20
Distribution on the basis of Gender
Gender Response Percentage
Female 74 74.00
Male 26 26.00
Total 100 100.00
It is therefore, as compared to men, it is woman who are largely involved in shopping
activity. As a homemaker, she participates in decision making at almost all the levels. However,
some domains of decision making falls exclusively in her domain such as- buying household
items (petty commodities, such as grocery, fruits, vegetables etc.). The findings of the study,
correspond with the above stated fact. It was seen that out of the total respondents, seventy four
percent of the respondents comprised of females while, male comprised of the remaining 26 per
cent (Table 3.20).
100
Religion
Religion is central to socio- economic life of people in India. From a religious point of
view, riches have been viewed as threat to salvation or as a sign of being blessed. In Punjab,
Sikhs comprise of 52.6 percent, Hindu comprises of 43.3 per cent, Muslims comprise of 2.6 per
cent and Christians form 0.9 per cent of the total population (Statistical Abstracts of Punjab,
2009). The table 3.21, presents the religion of the respondents. Hindus comprised of a large
proportion of the respondents (72 per cent) while Sikhs comprised of 27 per cent of the total
respondents and a very small proportion of respondents were found to be Christians (1 per cent).
Table 3.21
Religion of the respondents
Religion Response Percentage
Hindu 72 72.00
Sikh 27 27.00
Christian 1 1.00
Total 100 100.00
Though, the city exhibits diversity in residential areas. But somehow, the areas are
divided on the basis of castes and classes. The sampled area were primarily trading centres
hence, the high concentration of Hindu castes may be due to the reason that these trade areas are
market cum residential areas and more of Hindu are involved in business activity.
Caste
The new economic system brought about groupings of population in economic sphere.
These groups struggled for their own interest. In the process of struggle, they developed a new
consciousness and outlook and a new solidarity which slowly weakened the caste consciousness
of members. Caste in contemporary India is undergoing change and is transforming into classes
through adaptive changes. Classes in India operate within the frameworks of castes and caste
takes care of class interest (Sharma, 2007).
101
Table 3.22
Caste of the Consumers
Caste Response Percentage
Brahmin 33 33.33
Arora 19 19.19
Khatri 17 17.17
Jat 10 10.10
Baniya 8 8.08
Rajput 4 4.04
Ramgharia 4 4.04
Mehrey 2 2.02
Saini 1 1.01
Balmiki 1 1.01
Total 99* 100.00
* Excluding 1 respondent who was Christian.
Upper castes were quite prosperous as they were engaged in demanding occupations
while, lower castes suffered from socio- economic disabilities. Therefore, in Indian society,
social stratification is termed as caste stratification and so it is carries consequences in terms of
life style of the people. The families value their caste- class norms in adopting the various
behaviour patterns be it related to consumption. It was seen that one third of the respondents
falling in the category of consumers were Brahmins. Khatris comprised of 17 per cent of the
respondents. While, Aroras comprised of 19 percent, Jats (10 per cent), Baniyas (8 per cent). On
the other hand, Rajputs, Mehrey, Saini and Christians comprised of minority (Table 3.22).
Marital Status
Hindu marriage earlier was considered as indissoluble institution of life long compromise
and adjustment, social duty towards family and community. Woman were often not able to seek
divorce because of their economic and social dependence on spouse and men because of
complexity involved in the process of divorce.
102
Today, the situation has undergone change. Hindu Marriage Act 1955, socio-cultural
awakening, education, urban employment etc has weakened sacred ethos of Hindu marriage.
Divorce is becoming acceptable and incidence of widow remarriages has also increased. Seventy
five per cent of the respondents were married. Whereas, more than one fifth of the respondents
were unmarried. Similarly, divorced (2 per cent) and widowed (1 per cent) comprised of a small
proportion of the total respondents (Table 3.23).
Table 3.23
Marital Status of the Consumers
Marital status Response Percentage
Married 75 75.00
Unmarried 22 22.00
Divorced 2 2.00
Widowed 1 1.00
Total 100 100.00
Educational Qualifications
Literacy rate is one of the indicators of development. More the literacy rate is, more the
Progress of the society. As compared to last few years the literacy rate at all India level has
gone up. Special emphasis has been made by government of India to popularise ‘Education for
all’. As a result, there has been increase in the number of educational institutions. The number
of enrolments at schools/ colleges and university level has also increased. The provisional
census 2011, highlights that literacy rate of male and female in Punjab is 81.5 and 71.3 per
cent, i.e., the overall literacy rate in Punjab is 71.3 per cent (Hindustan Times, 9 April, 2011).
The data collected show a similar trend. It was found that quite a number of respondents were
graduates (41 per cent) and nearly 28 per cent of the respondents were post graduates. The
number of matriculates was 11 while of those who had passed 10+2 was 10 per cent. Other
than this, 4 per cent of the respondents were diploma holders after attaining the graduation
degree whereas, 3 percent were diploma holders after completing their post graduation. The
number of illiterates was very less (Table 3.24). The data hence is representative of the
increasing literacy rate.
103
Table 3.24
Educational Qualifications
Qualification Response Percentage
Illiterate 1 1.00
Matric 11 11.00
10+2 10 10.00
Diploma +2 2 2.00
Graduation 41 41.00
Graduation +Diploma 4 4.00
Post Graduation 28 28.00
PG +diploma 3 3.00
Total 100 100.00
Annual Income of the Consumers
The ability of individual to buy is measured not only by the availability of goods and
services but also the amount of money they have to spend. It is proposed that income of an
individual may be related to his expenditure, i.e., higher the income is, more the consumption.
For this, it is essential to know the income of the respondents.
Table 3.25
Annual income
Annual Income (in Lakhs)(`̀̀̀) Response Percentage
50,000- 99,999 18 18.00
1-3 46 46.00
4-6 13 13.00
7-9 3 3.00
No response 20 20.00
Total 100 100.00
From Table 3.25, it can be discerned that majority of the respondents stated their annual
income between ` 1to ` 3 lakh. While 18 per cent said their annual income was upto `1 lakh
104
and 16 per cent said their annual family income ranged from ` 4 to ` 9 Lakhs. The remaining
twenty per cent of the respondents did not stated their income. The data discern that the
respondents largely hail from middle income group. It can be said that as per Keynesian
psychological law of consumption as income increases, the consumption expenditure also
increases but less than the increase in income (Sacher, 2009: 11). Also Friedman’s permanent
income hypothesis states that in long run consumption increases in proportion to change in
permanent income which is independent of the size of income. So income levels of the
consumers are determinants of their expenditure.
Type of Household
In India, family system is in transition phase from joint to nuclear family. Multiple
factors of social change are affecting joint family in India. Woman are also playing important
role in this direction. They are likely to find joint family less satisfactory than men. They are
more receptive to idea of change in family living than men (Mishra, 1993). As a result of
nuclearlisation of families, consumption pattern has also undergone changes. There has been
overall increase in per capita consumption patterns in families. Also increase in working
woman population has led to disposable income and changes in consumption patterns in
families.
Table 3.26
Household of the respondents
Type of household Response Percentage
Nuclear 75 75.00
Joint 22 22.00
Extended 3 3.00
Total 100 100.00
Growing trend towards nuclearisation of families was seen in Amritsar also. It was found
that a large number of respondents hailed from nuclear household (75 per cent). While more than
one fifth of the respondents hailed from joint household. While, a small number (3 percent) of
respondents hailed from extended families.
105
The chapter can be summarized saying that as a result of retail globalization there has
been both, increase and decrease in employment. The traditional market places (Bazaars) have
been catering to the needs of the people since long, not only from consumer point of view, but
also these bazaars have been a major source of employment for the masses. With the incoming
of the modern formats of retail, there has been a move from traditional bazaars to employment
in modern retail formats. It also indicates a basic move from interest in goods to interest in
services in consumption sphere. Likewise, if we compare and contrast the socio- economic
profile of the respondents (traditional and modern retailers) it can be said that both of these
retailers have totally different characteristics. Where traditional retail is being run by young
and middle aged men, the modern retail formats are more egalitarian providing equal
participation to both young men and woman.
Though, Sikhs are the dominant caste group in Punjab, yet majority involved in
business activities is that of Hindus (including non- Punjabi communities). Heterogeneity (in
terms of caste and communities) was seen among traditional retail but, predominantly it is
people from traditional business groups who are largely involved in particular businesses. In
the second part, it was seen that modern retail sector thrives on competitiveness and
achievement of an individual, paying no importance to the ascribed status. In such modern
formats, the education, experience and technical skills play an important role in employability
and recruitment of people in specific positions as compared to traditional retail wherein
socialization was considered as the only way to acquire business acumen. However, with the
times the traditional retailers are also recognising the worth of formal education and there has
been increase in the educational level of younger generation. There has been increasing trend
towards nuclearisation of families which was noticed even among the traditional business
families. Though nuclear households are on increase yet family ventures are sustaining.
Likewise employees working at stores and malls largely hail from nuclear families. Amritsar
retail business (traditional) is largely of small and medium size, those who are providing
services at modern formats hail from lower- middle income groups.
In the third part, it is seen that as a result of opening up of market, there has been
heterogenisation of market with inflow of new products, brands, goods and new participants.
New values are being introduced and traditional values are undergoing change. The impact of
changes brought about in the market is not restricted to certain sections but it has affected society
106
as a whole in profound ways. It is seen that youngsters and the middle aged are actively involved
in shopping activity. Also, as compared to men it is women who are largely involved in shopping
activity. Caste and religion plays no role in determining the consumption pattern or shopping
activities of people however, class does. It was also found that respondents largely hail from
nuclear households and middle income groups. Significant increase in educational level was also
noticed.
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