Life Style research is assuming considerable importance
among marketers and service providers, all over
the world. In India some unpublished studies on
life styles in the urban metros are initiated
by media organizations. However, research elsewhere
in the world are proving that market planners
and new product developers need to assess lifestyle
changes in a more serious way.
India’s young generation, especially young professions
in the age group of 20-30, are subjected to internet
based stimuli on desirable lifestyles and preferences.
However, none of the management institutions in
the country has so far initiated research into
this metamorphosis occurring in the minds affecting
the perceptions of our young professional population.
Studies have found that their perceptions, world
view and preferences are radically different from
similar segments of Indian consumers two-three
years back. One contributory factor for this change
in the expectations and adaptations of new lifestyles
by young professionals emanating from the peculiar
work culture especially in information technology
based enterprises.
SCMS proposes to focus on Lifestyle Research on
all segments of Indian consumers. Two research
projects are being planned for the next two years.
1. Changing lifestyle
of India’s Rural People
2. Factors contributing
to Changing lifestyles of new Young Professionals
in IT Enterprises.
SCMS is planning to seek collaboration from Universities
and other institutions both with in and outside
India for such research studies. Initial discussions
have been completed with Euro RSCG, world famous
advertising agency, which focuses on research
and has evolved the concept of “metro sexual males.”
