2. Objective & Methodology
Objective:
To study the perception and impact of recession amongst the Graduate and
Postgraduate students in the city of Bangalore
Methodology:
brand-comm in collaboration with Jyoti Nivas College( Department of
Management Studies) conducted Personal Interviews with the help of a
structured questionnaire
N=459( representing over 30 colleges)
3. List of Colleges
• Christ College • Kristu Jayanti College
• Jyoti Nivas College • St. Joseph’s College
• BMS • Vivekananda Degree College
• Jain College of Engineering • St. John’s Medical College
• ICFAI • East West College of Engineering
• I.I.P.M. • V.V.N. College
• SBMJCE • B.H.S. College
• M.S. Ramaiah College of • Presidency College
Technology • Mount Carmel College
• Vijaya College • New Horizon College
• PES IT • C.M.R. Institute of Technology
4. Consumption Observation amongst Peers
-Spontaneous Response
• Whilst most students opine that the students of their age have become
conscious about the way they are spending, the self-consumption seems to
be unchanged to a large extent
• The students’ personal buying behaviour does not seem to be reflective of
what they have heard and read about the recession
• Majority of the students perceive recession to be a reduction in job
opportunities, salaries and an increase in layoffs
• However, most perceive that it has no direct impact on them
5. Opinion on Current Personal Consumption
-Response to Prompted Question
• More than half the number of respondents have indicated no change or an
increase in expenditure on all the ten prompted categories
• There seems to be no significant differences in the consumption pattern
between Graduates/Post Graduates or Boys/Girls
6. Gifting
Personal/ Fashion Accessories
33%
Increased/No
40%
Change
Increased/No Change
Decreased Decreased
60%
67%
ElectronicGadgets Magazines/ CDs Clothing
29%
40% 39%
Increased/No Change Increased/No Change Increased/No Change
Decreased Decreased Decreased
60% 61%
71%
As much as 60% were found not to have decreased their spends on
personal/fashion accessories, gifting, electronic gadgets,
magazines, clothing, CDs etc.
7. Mobile Calls Transportation
17% 15%
Increased/ No
Increased/No Change C hange
Decreased Decreased
85%
83%
Browsing/ Downloads EatingOut
20% 20%
Increased/No Change
Increased/No Change
Decreased
Decreased
80%
80%
As high as 80% respondents opine that there has been no change or an increase in
the amount spent on transportation, mobile bills, web downloads and eating out.
8. Savings
45% Increased/No Change
55% Decreased
Interestingly, almost 50% of respondents admitted to a
decrease in their savings in the last four months.
9. Understanding and Perceptions of ‘Recession’
- Unaided Response
• Majority of the respondents perceive recession to be generating less
number of jobs/ layoffs/ downsizing/ less money/ slowdown in business
activities/ financial crisis
• Only some respondents expressed recession in terms of country’s economy/
GDP growth/ inflation, etc
• As much as 15-20 % were found to be unaware or had no opinion on the
term “Recession”
10. Opinion on Recession
-Response to prompted statement
*5-point scale
• 60% or more opine that recession is being unnecessarily hyped in the
media ,which is very temporary and not a concern
• Whilst majority consider recession to be a hot topic of discussion among
friends, 40% of the respondents think that they and their friends have not
understood the reasons and implications of recession
• Majority opine that the recession is something beyond what happens to
corporate and business only
