CONSUMERISM MACRO LEVEL STUDIES

ANALYSIS REPORT
LINK TO SURVEY: ​https://forms.gle/TCkM1adaJnuGDgSK8

Q1) Gender

- 53.7% (65) People of our responses were from Males.

Q2) Which age category do you belong to?

- Our question asking for the age provided six age groups. We divided the ages into
smaller categories since the trends and user requirements tend to differ between these
age categories.
- The largest age group in our responses was the 16-19-year-old age group followed by
36-50, 26-35, 15 and younger, and lastly 20-25.
Q3) ​Where do you live?

- People from Delhi gave the highest number of responses, followed by Western Mumbai
Suburbs, Kolkata and South Mumbai, Chennai, and Central Mumbai.

Q4) Do you follow trends?

- When asked whether they follow trends, the majority i.e. 68.6% of the respondents said
yes. Whereas 38.4% said no.
- According to the area, those living in South Bombay were found to follow trends the most
(81.81%). Followed by Central Mumbai (75%), and then Kolkata (72.72%).
- Those living in Chennai were found to follow the trends least (55.55%).
- Overall, each city/area had more than 50% of the people following trends.
- According to the age groups, those from 16-19 years follow trends the most, followed by
20-25. This shows that the younger generation tends to follow trends more than the
older ones.
- Females tend to follow trends more than males.
Q5) Rank in order of importance when you purchase a product? (1- most
important and 5- least important)

- Quality was the most popular choice amongst respondents as the number 1 most
important aspect when purchasing a product. This was reflected in the choices made by
people in Delhi, Mumbai and Chennai as well. However, people in Kolkata chose
Upcoming Trends as the most important. The 2nd most popular choice for most
important was functionality followed by upcoming trends.
- For the number 1 most important aspect, there was no difference between the choices
made amongst age groups. The majority in each age group believed that Quality is the
most important.
- For 2nd most important aspect, functionality was the most popular choice. Again, this
was reflected in the choices made by people in Delhi, Mumbai and Chennai as well.
However, people in Kolkata chose cost as the 2nd most important.
- For the 3rd Most important aspect, the majority of people chose cost. This was followed
by brand and quality. The majority was the same for People in Mumbai and Chennai,
whereas for Kolkata there was an equal number of votes for Brand and Cost. However,
most people in Delhi chose Brand as the 3rd most important aspect
- For the 4th Most important aspect, 28.93% of people chose Brand, 23.14% of people
chose cost and 21.49% people chose Functionality. This majority was reflected in the
choices made by people from Delhi and Mumbai. However, the majority of the people
from Kolkata chose Cost as the 4th Most important factor and the majority of the
respondents from Chennai chose Functionality.
- For 5th most important factor, 40.50% chose upcoming trends, followed by 25% that
chose functionality and 14.88% that chose Brand. People from Delhi, Mumbai and
Chennai also chose Upcoming trends as the 5th Most important, however, people from
Kolkata thought that Functionality was 5th most important. The majority of people from
each age bracket also chose upcoming trends as the least important factor.
Q6) Which item do you purchase most frequently?

- Most respondents purchase Apparel and Accessories most frequently followed by

Electronics and Appliances and Beauty products.
- The least picked option was crockery and cutlery which was chosen by just one
respondent.
- All the respondents from Central Mumbai purchase Apparel and Accessories most
frequently.
- From South Mumbai, 72% of people purchase Apparel and Accessories most frequently
followed by Electronics and Appliances which is purchased by 18% people.
- In Kolkata, 63% of respondents purchase Apparel and Accessories most frequently
followed by Electronics and Appliances which is purchased by 18% of respondents.
- 61% of respondents from Western Mumbai purchase Apparel and Accessories mostly
followed by Electronics and Appliances( 15%) and Beauty Products (12%).
- From Delhi, Half of the respondents purchase Apparel and Accessories most frequently
followed by Electronics and Appliances ( 21%) and Beauty Products (11%).
- 33% of the respondents from Chennai chose festival shopping most followed by Apparel
and Accessories and Electronics and Appliances which is purchased by 22% of the
respondents.
- Most of the Male and Female respondents purchase Apparel and Accessories most
frequently.
- As compared to men, Women buy Beauty Products and Home decor products more
frequently.
- As compared to the women, Men buy Electronics and Appliances more frequently.
- By the respondents belonging to the 16-19 age bracket, Apparel and Accessories was
the most chosen option whereas Festival Shopping was the least chosen. Crockery and
Cutlery and Home Decor were not chosen by any of the respondents.
- 50% of the respondents in the 20-25 age group purchase Apparel and Accessories most
frequently followed by Beauty Products and Electronics and Appliances which are
purchased by 25% of the respondents.
 - Apparel and Accessories were selected mostly by the respondents in the 26-35 age
bracket ( 70%). It was followed by home decor (19%), Electronics and Appliances (14%)
and Beauty Products (5%).
- 38% of the respondents belonging to the 36-50 age group purchase Apparel and
Accessories most frequently followed by Electronics and appliances (20%), Beauty
Products (18%), Festival Shopping (12%) and Home Decor (9%). The least picked
option was Crockery and Cutlery which was picked by 3% of the respondents.
- By the respondents belonging to the 51 and above age group, Apparel and Accessories
was the most chosen option(65%) followed by Electronics and Appliances (15%) and
Festival Shopping (10%). Beauty products and Home decor were the least chosen
options picked by only 5% of the respondents.

Q7) How likely are you to purchase a product out of peer pressure?

- The most popular choice for this question was 1 (39), which shows that most people
think that they do not buy products out of peer pressure.
- There was no significant difference between the choices between males and females.
Even the choices that were made for the 5th category between the two genders wasn't
very distinct.
- The age group 25-36 years was the highest number of people that chose that they are
least likely to get peer pressured. Whereas people who chose that they did come under
the influence of peer pressure were from the age group 16-19.
- Most people from Delhi (63.63%) also chose that they are least likely to get peer
pressured. Whereas people who chose that they do come under the influence of peer
pressure were from Western Mumbai.
- The most popular choice for people from Bombay was the same as Delhi.
- The second most popular choice was 3 which indicated a neutral influence. This can
suggest that although peer pressure is not that effective, it is not entirely non-existent.
Q8) On a scale of 1-5 (5 being the highest), how much do you think celebrities
influence your choices?

- According to the data found, the majority of people are unlikely to be influenced by
- celebrities on their choices.
- Those living in Kolkata are most influenced by celebrities, followed by those in Western
Suburbs in Mumbai and then South Mumbai.
- Those living in Chennai were found to be least influenced by celebrities on their choices.
- The respondents between 16-19 years, tend to be influenced by celebrities the most
followed by those between 20-25 years.
- 51 and above are least influenced by celebrities.
- This shows that celebrities most influence the younger generation.
- Female celebrities are more influenced by celebrities as compared to males.

Q9) How does Social Media influence your choices?

- Most responses were not at all or not really.
- “Technology as ​we see people using​ different gadgets and ​makes us want those
gadgets after we see how it is used and how useful it could be. In the case of fashion we
see the different styles and designs, we could predict what would and could suit us. We
could​ get to know abt a variety of products,​ thus increasing our choices. We get the
knowledge of different companies which are unheard of​ and their way of designing
their products. We get to know about the ​brands​ not only ​present in our country​ but
also ​all over the world​.”
- Many responses were ‘helps in making a choice or provides choices’.
 - “If I see a product on social media more often from different people, I’m more likely to
purchase it or believe it’s of good quality.”
- Many responses were that it helps get to know more about a product or gives a new
perspective.
- Updating new trends and exposure to new products
- Some responses said that although it won’t make them buy something they normally
wouldn’t, it does help them chose and explore.

Q10) What according to you describes high social-status?

- Most people responded by saying that Education was the best indicator of high social
status. Next was Wealth and Possessions, then career/profession, then influence in
society and lastly luxurious endeavours.
- The percentage of people from Delhi that chose Education and career choice was the
same i.e. 29.79%. It was followed by Wealth and Possessions (25.53%) and Influence
(14.89%). No one from Delhi chose Luxurious Endeavours.
- In Mumbai, most people chose Influence as the descriptor of high social status. In
numerical values, this was 16 people out of a total of 54 people i.e. 29.63%. 25.93% of
people from Mumbai chose Education, followed by 22.22% that chose Wealth and
Possessions. The least number of people chose Luxurious endeavours.
- For Kolkata, the most popular choice was Wealth and possessions.
- According to 16-19-year-olds, the most important indicator was Wealth and Possessions,
followed by Influence, Career, and then Education. Here, Education was the 4th most
important indicator of high social status.
- However, for 36-50 and 51 and above, the most popular choice was Education.
- This shows a major difference between age groups.
Q11) Which was the most recent function you attended (in the last year before
lockdown)?

- The event that was most attended by people was a wedding, followed by a
birthday party, religious event, destination wedding and lastly anniversary party.
- Majority of the people from Delhi (25) attended a wedding in general (including
destination wedding)
- Majority of the people from Western Mumbai attended a wedding. Almost an
equal amount attended a birthday party.
- Weddings and Destination weddings were the most recent event attended for
people from all areas except for people from Central and South Mumbai. The
most recent attended for them was a birthday party.

Q12) How lavish was it on a scale of 1-5 (5 being the highest)?

- The most popular choice was 3. These were for Weddings and Birthday Parties.
- Data showed that people who chose 5 i.e. saying that the event was very lavish attend
destination weddings (5/14) and weddings (4/14). 4 people also chose Birthday Party.
This shows that weddings, in general, were the most lavish events.
 - The least lavish events were Birthday parties and religious events.
- The region from where most of the lavish events were was from Western Mumbai
followed by Delhi. The least was from Kolkata and Mumbai central.
- The age group who attended lavish parties were from 20-25 and 51& above. The least
was from 16-19 and 26-35.

SUMMARY

- Majority of the respondents follow trends despite the area they live in ,age group or gender.
- Majority of our respondents buy apparel and accessories for personal needs.
- Majority of the respondents were not influenced by social media or celebrities for their
purchases or choices.
-The respondents looked at quality as a major aspect while purchasing.
-Education as well as wealth and possessions are priority while people see high social status of
a person.
-Our audience is aware to an extent about the positive and negative effects of consumerism
however they find it necessary to cope with trends and hence try to keep up with them avoiding
the sustainability criteria.
-They tend to come under societal influence or peer pressure to an extent to celebrate weddings
and other functions in their family in a manner which appeals to the attendees.The most number
of people have attended weddings as the last function they visited and the functions were
celebrated in a mediocrely lavish atmosphere.
-Those living in Western Mumbai, Kolkata and South Mumbai were found to be more ignorant
towards the negative impacts of consumerism and contribute to it more as compared to those in
the other cities/areas.
APPENDIX

Q4) Do you follow trends?

AGE:

YES NO

16-19 27.5% 72.5%

20-25 25% 75%

26-35 20% 80%

36-50 32.35% 67.64%

51 and above 45% 55%

GENDER:

GENDER YES NO

FEMALE 81.82% 18.18%

MALE 60% 40%

AREAS:

AREAS YES NO

WESTERN SUBURBS 65.71% 34.29%

MUMBAI

DELHI 68.88% 31.11%

SOUTH BOMBAY 81.81% 18.18%

KOLKATA 72.72% 27.28%

CHENNAI 55.55% 44.45%

CENTRAL MUMBAI 75% 25%

Q5) Rank in order of importance when you purchase a product? (1- most
important and 5- least important)

1 (MOST QUALITY FUNCTIONALITY UPCOMING TRENDS

IMPORTANT)

MALE 26 7 6

FEMALE 29 13 12

15 AND - - 1
YOUNGER

16-19 14 9 7

20-25 3 - -

26-35 12 2 4

36-50 16 5 3

51 AND ABOVE 10 4 3

DELHI 27 6 5

CENTRAL 2 2 -
MUMBAI

SOUTH MUMBAI 2 3 1

WESTERN 15 9 5
MUMBAI

KOLKATA 4 - 6

CHENNAI 5 - 1

DO YOU FOLLOW TRENDS

YES 38 12 12

NO 17 8 6
 2 (SECOND FUNCTIONALITY COST QUALITY
MOST
IMPORTANT)

MALE 15 9 10

FEMALE 20 16 13

15 AND - - 1
YOUNGER

16-19 9 11 9

20-25 2 2 -

26-35 8 6 2

36-50 8 5 7

51 AND ABOVE 8 1 4

DELHI 17 10 5

CENTRAL - 1 1
MUMBAI

SOUTH MUMBAI 5 1 4

WESTERN 10 9 9
MUMBAI

KOLKATA 1 3 2

CHENNAI 2 1 2

DO YOU FOLLOW TRENDS

YES 24 18 14

NO 11 7 9
3 (THIRD MOST COST BRAND QUALITY
IMPORTANT)

MALE 23 16 9

FEMALE 18 16 15

15 AND - - -
YOUNGER

16-19 14 8 8

20-25 - 1 1

26-35 8 6 4

36-50 10 12 9

51 AND ABOVE 7 4 2

DELHI 13 19 11

CENTRAL 2 - -
MUMBAI

SOUTH MUMBAI 2 3 4

WESTERN 17 5 6
MUMBAI

KOLKATA 3 2 2

CHENNAI 4 1 1

DO YOU FOLLOW TRENDS

YES 28 25 18

NO 17 7 6
 4 (FOURTH BRAND FUNCTIONALITY COST
MOST
IMPORTANT)

MALE 14 12 13

FEMALE 21 14 15

15 AND - - 1
YOUNGER

16-19 11 7 9

20-25 3 - -

26-35 9 5 3

36-50 3 12 9

51 AND ABOVE 9 2 6

DELHI 13 13 11

CENTRAL 2 1 -
MUMBAI

SOUTH MUMBAI 4 1 3

WESTERN 14 6 8
MUMBAI

KOLKATA 1 2 5

CHENNAI 1 3 1

DO YOU FOLLOW TRENDS

YES 21 20 21

NO 14 6 7
5 (FIFTH MOST UPCOMING TRENDS FUNCTIONALITY BRAND
IMPORTANT)

MALE 22 18 4

FEMALE 21 13 14

15 AND - 1 -
YOUNGER

16-19 19 9 8

20-25 1 2 -

26-35 8 6 3

36-50 11 9 6

51 AND ABOVE 10 4 1

DELHI 18 11 7

CENTRAL 3 - -
MUMBAI

SOUTH MUMBAI 7 1 2

WESTERN 15 10 7
MUMBAI

KOLKATA 2 6 2

CHENNAI 4 3 -

DO YOU FOLLOW TRENDS

YES 29 23 13

NO 20 8 5
Q6) Which item do you purchase most frequently?

Ages
Age Apparel Beauty Crockery Electronic Festival Home
Groups and Products and s and shopping Decor
Accessorie Cutlery Appliance
s s

15 & 100% - - - - -
below

16-19 65% 10% - 20% 5% -

20-25 50% 25% - 25% - -

26-35 70% 5% - 14% - 19%

36-50 38% 18% 3% 20% 12% 9%

51 & 65% 5% - 15% 10% 5%

above

Areas

Areas Apparel and Beauty Crockery Electronics Festival Home

Accessories Products and and Shopping Decor
Cutlery Appliances

Central 100% - - - - -
Mumbai

Chennai 22% 11% 11% 22% 33% -

Delhi 50% 11% - 21% 4% 13%

Kolkata 63% 9% - 18% 9% -

South 72% 9% - 18% - -

Mumbai

West 61% 12% - 15% 5% 5%

Mumbai
Gender

Gender Apparel Beauty Crockery Electronic Festival Home

and Products and s and shopping Decor
Accessori Cutlery Appliance
es s

Female 61.5% 18.5% - 6.15% 4.61% 9.24%

Male 51.78% 1.78% 1.78% 32.14% 8.92% 3.6%

Q7) How likely are you to purchase a product out of peer pressure.

Gender

Gender 1 2 3 4 5

Male 46.55% 17.24% 17.24% 10.34% 8.62%

Female 43% 20% 23.43% 7.81% 4.68%

Age Group

Age group 1 2 3 4 5

15 and 0 100% 0 0 0
below

16-19 34.14% 21.95% 19.51% 17.07% 7.31%

20-25 75% 0 25% 0 0

26-35 57% 9.52% 19.04% 4.76% 9.52%

36-50 47.05% 20.58% 26.47% 2.94% 2.94%

51 and 50% 20% 10% 10% 10%

above
 Area

Place 1 2 3 4 5

Central 50% 25% 0 25% 0

Mumbai

South 16.66% 33.33% 41.66% 8.33% 0

Mumbai

Western 39.47 23.68% 15.78 10.52 10.52

Mumbai

Chennai 55.55% 22.22% 11.11% 11.11% 0

Delhi 59.57% 10.63% 23.40% 0 6.38%

Kolkata 36.36% 18.18% 18.18% 18.18% 9.09%

Q8) On a scale of 1-5 (5 being the highest), how much do you think celebrities
influence your choices?

AGES

AGES 1 2 3 4 5

16-19 24.39% 34.14% 19.51% 17.07% 4.87%

20-25 25% - 75% - -

26-35 45% 28% 15% 15% -

36-50 36.36% 33.3% 27.27% 3.03% -

1 and above 68.42% 26.31% 5.26% - -

15 and 100% - - - -
younger
GENDER:

GENDER 1 2 3 4 5

FEMALES 34.84% 25.75% 24.24% 7.57% 3.03%

MALES 41.81% 36.36% 10.9% 9.09% -

AREAS

AREAS 1 2 3 4 5

WESTERN 39.47% 36.84% 15.78% 5.2% 2.63%

SUBURBS
MUMBAI

DELHI 43.47% 22.91% 22.91% 8.33% -

SOUTH 36.36% 18.18% 18.18% 27.27% -

MUMBAI

KOLKATA - 45.45% 27.26% 18.18% 9.09%

CHENNAI 33.33% 66.66% - - -

CENTRAL 50% 25% 25% - -

MUMBAI
Q10) What according to you describes high social-status?

WEALTH AND CAREER LUXURIOUS EDUCATION INFLUENCE IN

POSSESSIONS CHOICE/PROFES ENDEAVOURS SOCIETY
SION

MALE 13 = 23.21% 10 = 17.86% 4 = 7.14% 13 = 23.21% 16 = 28.57%

FEMALE 17 = 26.15% 17 = 26.15% 3 = 4.62% 18 = 27.69% 10 = 15.38%

15 AND - - - - 1 = 100%
YOUNGER

16-19 14 = 34.15% 7 = 17.07% 3 = 7.32% 5 = 12.20% 12 = 29.27%

20-25 2 = 50.00% - - 1 = 25.00% 1 = 25.00%

26-35 6 = 28.57% 7 = 33.33% 1 = 4.76% 4 = 19.05% 3 = 14.29%

36-50 6 = 17.65% 9 = 26.47% 2 = 5.88% 14 = 41.18% 3 = 8.82%

51 AND ABOVE 2 = 10.00% 4 = 20.00% 1 = 5.00% 7 = 35.00% 6 = 30.00%

DELHI 12 = 25.53% 14 = 29.79% - 14 = 29.79% 7 = 14.89%

CENTRAL 1 = 25.00% - - 2 = 50.00 1 = 25.00%

MUMBAI

SOUTH MUMBAI 3 = 27.28% - 2 = 18.18% 1 = 9.09% 5 = 45.45%

WESTERN 8 = 20.51% 7 = 17.95% 3 = 7.69% 11 = 28.21% 10 = 25.64%

MUMBAI

KOLKATA 5 = 45.45% 3 = 27.28% 2 = 18.18% - 1 = 9.09%

CHENNAI 1 = 11.11% 3 = 33.33% - 3 = 33.33% 2 = 22.22%

DO YOU FOLLOW TRENDS

YES 20 19 7 20 17

NO 10 8 - 11 9
Q12) How lavish was it on a scale of 1-5 (5 being the highest)?
Gender

1 2 3 4 5

Female 4.41% 8.82% 36.76% 35.2% 14.7%

Male 8.62% 17.24% 39.65% 22.05% 8.62%

Age Group

1 2 3 4 5

Below 15 0 0 0 100% 0

16-19 4.87% 14.63% 31.70% 41.4% 7.31%

20-25 0 0 50% 25% 25%

26-35 9.52% 14.28% 28.57 38.09% 9.52%

36-50 5.40% 10.81% 43.24% 21.62% 13.51%

51 and 10% 15% 50% 10% 15%

above

Place

1 2 3 4 5

Mumbai 0 25% 25% 50% 0

Central

South 18.18% 0 45.45% 27.27% 9.09%

Mumbai

Western 7.69% 20.51% 30.76% 28.20% 12.82%

Mumbai

Chennai 0 10% 60% 20% 10%

Delhi 6.12% 10.20% 44.89% 26.53% 12.24%

Kolkata 0 8.33% 16.66% 66.66% 8.33%