A way of living of individuals, families (households), and societies, which
they manifest in coping with their physical, psychological, social,
and economic environments on a day-to-day basis.
Lifestyle is expressed in both work and leisure behavior pattern and (on an
individual basis) in activities, attitudes, interests, opinions, values,
and allocation of income. It also reflects people's self-image or self-concept
the way they see themselves and believe they are seen by the others. Lifestyle
is a composite of motivations, needs, and wants and is influenced
by factors such as culture, family, reference groups, and social class.
The analysis of consumer life styles (called psychographics) is an important
factor in determining how consumers make their purchase desiscions.
Hereby we are discussing about the lifestyle of youth and issues related to
Youth comprises of maximum population in India. But the lifestyle of
today's youth is confined only to gizmo gadgets, discos and pubs. They
don't have any interest in national politics and don't even know what's
happening around the world
NIGHT OUTS, lounging in the pubs, tapping your feet to the rocking
music in discs, showing off 64 GB I-pods, N-Series mobiles, Levis jeans
and Woodland shoes are the common lifestyle of the urban youth today.
They feel if they do not have all these ’cool stuffs’, then it will affect
their image in college campus or their common hang-outs.
Today’s generation does not even realize where they are heading
to. Their thought is limited and views confined and outlook, they
don’t have any. Their thought is limited only to gizmo gadgets,
two-wheelers and night life.
ISSUE IN LIFESTYLE
Following are the some issues related to the lifestyle of youth :
Issues related to arrangement of disposable income
Thoughts and Perception
Issues made through technology
Issues related to arrangement of disposable income: - This most
common issues is generated in the lifestyle of youth as they don’t fulfill
their basic requirements from the amount/pocket money/salary given by
Health issues: - Now a days, youth is concentrating more on the screen
of their mobile rather than their meal.
Social Behavior: - Today’s youth feel that they become more social only
by using the social networking sites.
Thoughts and Perception:- Youth feels that they have fresh thoughts,
genuine feeling and positive attitude but most of them is self – conscious,
their attitude with other is negative and don’t thinks about their
responsibility for others.
Issue generated through technology:- As more as youth use technology,
they will lose the precious things of life.
Exploratory – when researcher don’t know the problem. It is generally
based on the secondary data.
Descriptive- when the researcher know the problem and than describe it
that is called descriptive study.
Experimental- when researcher research for more alternative solutions
even when he know the problem and the solution. That is experimental
In this research we know the problems related to the lifestyle of youth like
problems related to health, social behavior, disposable income, their
thoughts and perception etc. so we are going to do descriptive study on this
research. As it is necessary that we give our focus on the above mentioned
issues to frame research questions and decide the type of data to be
collected and the procedure to be used. Otherwise data collected may be
inadequate or the procedure becomes expensive.
we are going to use cross sectional method. A
cross sectional study is concerned with a sample of
elements from a given population.
1. The Human Development Hypothesis: The absence of structured
recreation for youth negatively affects the long run socio-emotional
human development of youth as adults.
2. The Civic Competence Hypothesis: The absence of involvement by
youth in interpersonal recreation activities affects an individual’s future
civic competence and also affects the quality of democracy.
3. The Insufficiency Hypothesis: Significant numbers of youth are not
participating in recreation activities at levels sufficient to support their
human development and future civic competence. 4. The Inadequacy
Hypothesis: Non-participation by youth in recreation and arts activities
can be related to the inadequacy of existing public systems dealing with
the provision of youth recreation.
Do this particular generation doesn't want to grow up and
take responsibility and get jobs?
Is it justified to place all these people in a separate group –
do they really have so much in common ?
What do you think about values: are there some common
core values for them ?
Dependent Variable:- Age, Gender , Parents
relations, Peer’s relations, peer’s delinquency,
pocket money / monthly income
Independent Variables:- Peer’s delinquency, School
Satisfaction, Violent behavior, residence area,
family disputes, past life experience, deal person/
Broadly, Research Design is grouped into 3 categories:
Our Research on Youth Lifestyle is based on Descriptive Studies.
Primary Data is data observed or collected directly from first-hand experience.
By designing questionnaires with a view to collect the requisite information.
Type of Questions- Multiple Choice Questions and Open-ended questions (Personal
Open-ended questions to know what is uppermost in the mid of the respondent
during personal survey.
Survey type: (i) personal
(ii) by mail
Pre-testing of the questionnaire is done.
Our research study is based on both secondary and primary
data. But preferably primary data.
Any data which has been gathered earlier for some other purpose are the secondary data in
the hands of the marketing researcher.
Sources of Secondary Data:
Journal of Youth Studies
Through the lens of Indian Youth: An overview (Case Studies)
Consumer Research Services
Musical identities and health over the youth-adult transition
Merinews: Today’s Youth and Their Lifestyle
Publications of International Organizations/Universities
EU-OSHA – European Agency for Safety and Health at Work
Social and Public Health Sciences Unit, University of Glasgow
University of Glasgow theses
Online Websites such as Google, Wikipedia, search.ebscohsot.com and online case studies,
Population of study :- In our this study which is on the
life style of youth we have taken the group of girls whose
age is between 18 to 35 and in generally we call them
Geographical area of study: Our geographical areas
for this research/study are the youth of Delhi, greater
Noida and the students of Sharda University.
AS we know that there are various types of sampling
Non-random / non-probability sampling.
Random/Probability sampling and
But for this research we have selected the second one which is
Random/Probability sampling, which is also of various types like:
Stratified Random sampling
We have chosen Cluster Sampling for our this research in through which we will
select our target randomly through which each have equal chance to get selected
for our research. In this technique no youth is selected on account of likes or
dislikes of the investigator. This provide every youth a fair and equal chance for
Software Tool Used:-We are going to use excel for
1) Univariate - when there is one variable than we use the
2) Bivariate – when there is 2 variables than we use the
3) Multivariate – when there is more than two variables
than we use the multivariate type.
In this survey we are going to use both The Univariate as
well as Bivariate type of analysis
1. 17% of the girl’s youth population drinks alcohol
while, 6% of them smoke daily and some(6%)
Scope of the Research:-
It refers to the area that is covered in the research and in which area it is
So our topic is lifestyle of youth. So the scope is-
Understanding the social behavior towards people and
Understanding the nightlife of the youth that where they
want to spend their time
Understanding their eating preferences.
What type and group of brand they prefer
Youth spending attitude
Implications /Benefits of Research
We came to know the problems
We can diversify the youth accordingly
Understanding the behavior of the targeted youth
Deciding about the likes, dislikes and spending pattern of the youth
Understanding the social and mental life of youth.
Limitation of Research
Going through a sample survey is itself a demerit. Because we cannot
make prediction of all the youth through a sample
Most of the youths don’t want to share their personal life experience.
Lack of adequate information
Inaccessibility to the region of study
As we have taken our geographical area as Sharda university. So here we
will find no one as extreme poor. So we fail here to target that group of
Today’s generation of youth are so much different from their
Even that they create a youth that is totally different from their
former generation that they are needed to be in a separate
group of human being.
They never take their responsibilities, ever busy in bullying
others, want to have always a dominancy even on their elder
They are so much addicted of showing-off
They never take care of their future, to take responsibilities,
even they blame other but not think about themselves.
In short, today’s generations is totally dependent on their fake
feelings that is a part of their never ever useful attitudes .
MARKETING RESEARCH BY G.C BERRY