Change in consumption pattern

8/6/2019 Change in consumption pattern

1/14

Consumption Pattern of

consumerFrom Married to Parental

5/20/2011


2/14

Group members:

FarzanYahya BBA-02093006

Muhammad NaumanBBA-02093167

MirzaShehryarRazaBBA-02093016

Qamar-uz-Zaman BBA-02093026

SayyadOwaisGilani BBA-02093017

Shagafat Ali BBA-02093036

Section: A

Submittedto:

Dr. Irfan Amir


3/14

DedicationWe dedicate this report to our parents

and our honorable teacher Dr. Irfan

Amir. Without their patience,

understanding, support and most of love,

the completion of this work would not

have been possible.


4/14

Acknowledgment

First of all, I would like to say Alhamdulillah, for giving me the

strength and health to do this project work until it done, not forgotten to

my family for providing everything, such as money, to buy anything that

are related to this project work and their advise, which is the most

needed for this project, internet, books, computers and all that as my

source to complete this project. They also supported us and encouraged

us to complete this tasked so that I will not procrastinate in doing it.

Then I would like to thank my teacher, Dr. Irfan Amir for guiding us

throughout this project. We had some difficulties in doing this tasked,

but he taught us patiently until we knew what to do.

Last but not least, my group members who were doing this project with

me and sharing our ideas. They were helpful that when we combinedand discussed together, we had this tasked done.


5/14

Table of Contents

Dedication ............................................................................................................................................... 3

Acknowledgment ..................................................................................................................................... 4

Executive Summary ................................................................................................................................. 6

Objectives................................................................................................................................................ 6

Introduction ............................................................................................................................................ 6

Definition of Consumption pattern ..................................................................... ................................. 6

Research design: ..................................................................................... ................................................. 6

Interviews ................................................................................................................................................ 7

Interview no. 1 ..................................................................................................................................... 7

Interview no. 2 ................................................................................................................................... 10

Changing consumption and its reason.................................................................................................... 12

Consumer decision process .................................................................................................................... 12

Doctor Tooth paste .................................................................................... ........................................ 12

Pantene ............................................................................................................................................. 13

Nokia ................................................................................................................................................. 13

Results and Conclusion ............................................................................... ........................................... 14

Limitations ............................................................................................................................................. 14

References............................................................................................................................................. 14


6/14

Executive Summary

The report shows the consumption of people through married tom parental. We describe why,

when, where, how and how much consumption is changed through married to parental status.

We ask different questions from interviewees regarding their consumption of food, fuel,electricity, gas, water, medical, telephone, internet and other consumption of daily life. Then we

compare the changes happened from married to parental status. Then we evaluate the results that

we get from our research.

Objectives

The objectives of this report is know how, when, why and how much a consumer change his

consumption pattern from married to parental. What consumption they do when they have no

children and now what consumption they do now when they have children. The purpose of this

research is also to know that what decision process they adopt to buy a product.

Introduction

Definition of Consumption pattern

It is a combination of qualities, quantities, acts and tendencies characterizing a community or

human group's use of resources for survival, comfort and enjoyment.

Research design:

We take interview from people who are married and have children. Our type of research was

qualitative. It takes approximately one hour per interview taken. We do convenience sampling

technique to get data. We almost get valid data from the interviewees.


7/14

Interviews

We asked different questions to interviewee regarding their over all consumption of marriage to

parental status. We asked questions about their food consumption, electricity consumption, fuel

consumption, gas and water consumption, medical consumption and other consumptions likethat. We get a very good respond from interviewees. Now we start from first interviewee.

Interview no. 1

We start from personal information. Following table shows the personal information that

provides by first interviewee of their current situation.

No.of

members Relation Age Occupation Education Income

1 Husband 48 Banker Post graduate 70000

2 Wife 39 House wife Graduate 0

3 Elder son 19 Student Undergraduate 0

4 Elder daughter 17 Student High school 0

5 Younger daughter 15 Student High school 0

6 Younger son 8 Student Primary school 0

Now following is the table of personal information before the birth of children.

No.of


1 Husband 30 Banker Graduate 200002 Wife 21 House wife Graduate 0

Then we asked about their break fast routine. He tells that when we dont have children we bring

breakfast always from markets and restaurants that include HalwaPuri etc. But now they take

two slices of bread, one egg and one cup of tea in breakfast.

Then we asked questions about their beverages consumption. He tells that he consume 2 cups of

tea daily, one in morning and second in afternoon. The consumption of tea is not changed from

married to parental. Then he tells that coffee is consumed only in winter after their parental

status. Before their children there was very low trend of coffee and very less availability. He tells

that juices are consumed more after they have children. Before their parental status they do not

aware of usefulness of fresh juices like peach, black currant, strawberry and orange juices. They

use cold drinks like coke and Pepsi very occasionally through out married to parental status. The

reason is that they think it increase obesity and other health problems. Then he tells that they

consume Soup more than before because of increasing family size.


8/14

Then we asked questions about snacks consumption. He tells that French fries and Lays are

usually more consumed than before as children like that. Then he tells that candies and gums are

now consumed by children whose consumption was nil before children. He also tells that almost

every dry friend is used more than before except Pine nuts (Chilgoza) because pine nuts prices

are very high and unaffordable for his family.

Then we asked some questions about their fruits and vegetable consumptions. He tells that now

we consume Mango, Peach, Watermelon, Melon, Banana, Grapes and Pineapple but before the

birth of our children we also consume Pomegranate, Apricot, Plum, Pears, Mulberry and Apples

in more quantity than now because these were available in very low cost but now we cannot

afford both of these because of very high cost. Then he tells about vegetables that now they

consume Capsicum, Cauliflower, Cabbage, Carrot, Radish, Potatoes, and Peas in more quantity

but before their parental status they also consume Turnip, Brinjal, and Dasheen but now they

dont consume it because children dislike these vegetable.

Then we asked some questions about their cereal consumption. It tells that they use pasta afterthey have children because before that they dont aware of it. Rice, bread, cake and biscuits

consumption is more now because of greater family size.

Then we asked him about their meat consumption. He tells that now mutton is consumed once in

a blue moon because of very high prices and beef is also consumed very less because of health

factors but before their parental status they consumed both of these in excessive amount. Now

they consumed chicken in larger quantity and in almost every meal. Fish is also consumed in

winter because they get aware that it is good for health.

Then we asked him about their milk and milk product consumption. He tells that fresh milk isused now rather than powdered milk. Powdered milk is used for tea only. Their milk

consumption pattern is not changed throughout married to parental status but quantity of milk is

increased due to larger family size. Butter is also consumed more than before because it is good

for children health. Cheese is also not used throughout their consumption pattern of married to

parental as taste is not developed in them. Milkshakes of Banana and Mangoes are also

consumed more due to larger family size. Yogurt is also consumed in more quantity than before.

Then we asked him about their grains and pulses consumption. He tells that all pulses and grains

are used more than before but Daal mash is less consumed because of very high cost.

Then we asked them which type of food you prefer the most and he tells that homemade food is

more preferable than restaurants and food stalls. They preferred local shops rather than mall or

company outlets because products are easily available and in affordable prices.

Then we asked about their attention towards advertisement and he tells that they give very low

attention towards advertisements because they do market survey their selves.


9/14

Then we asked few questions about their electricity consumptions and he tells that consumption

of electricity is greater in night time. Rates of electricity are very high now but before their

parental status there was no shortage of electricity and there were very low rates for electricity.

Then he tells that refrigerator iron and television consume more electricity as compared to other

electronics.

Then we ask some questions about their water consumption he tells that now they install a filter

for drinking purpose but before the birth of their children they use boiled water for drinking

purposes. Water for bath and for washing clothes is consumed more than before because of

larger family size.

Then we asked about their gas consumption. He tells that their gas consumption is relatively high

than before because they installed a geezer after becoming parents.

Then we asked them about their garment consumption and he tells that his consumption is

greater than before because of larger family size but now female garments are mostlyhomemade.

Then we ask him about his fuel consumption. He tells that fuel consumption is greater now

because before their parental status they have only a motor bike but now he has a car also.

Then we asked about their telephone consumption. He tells that fix telephone consumption is

relatively low than before because now the trend of cell phones are very high.

Then we asked some questions about their medical expenditures. He tells that there were very

less expenses as compared to now because regular checkup of family members is done now.

Then we asked some consumption about internet and he tells that there is greater consumption of

internet now because children use this for study purposes.


10/14

Lastly we asked how much consumption they do in different situation which are shown in

following table:

Situations Consumptionafterparental Consumptionbeforeparental

Sicknesslow caloric food and medicines are consumed

in this situation

Usually same consumption

Short of

moneyUsually pulses and vegetables are consumed

without meatNo shortage of money

Travelling Usually use fast food and juices Usually same consumption

Special day Biryani and chicken korma etc. Usually same consumption

On vacation Special dishes, visit parks, go to meet relatives Usually same consumption

Too busy No T.V., no entertainment and usually fast food Usually same consumption

Not hungry Biscuits, aloochaat, dahibhalay etc. Usually same consumption

Dieting Salad at lunch time No dieting required

Bored T.V., books etc. Usually same consumption

Stressed No consumption no consumption

Interview no. 2

We also start from personal information from second interviewee. Following table shows the

personal information that provides by second interviewee of their current situation.

No.ofmembers Relation Age Occupation Education Income

1 Husband 55 Businessman Graduate 400002 Wife 45 House wife Secondary 0

3 Elder daughter 22 Student Graduate 0

4 Elder son 21 Student Undergraduate 0

5 Younger son 19 Student High school 0

6 Younger daughter 17 Student Secondary 0

7 Youngest son 6 Student Primary school 0


11/14

Now following is the table of personal information of second interviewee before the birth of

children.

No.of


1 Husband 32 Businessman Graduate 150002 Wife 22 House wife Secondary 0

We asked same questions from second interviewee. First he tells us about his food consumption.

He tells that in beverages they use Juices, Cold drinks, Coffee, Tea and the quantity of these

beverages increased as increase in family size. When they dont have children they were not

aware of coffee. In Snacks they use chips, candies, gums etc. because of children. Now they

consume dry fruits in larger quantity than before. They use cereals in larger quantity because of

larger family size. In Meat they use Mutton in larger quantity before birth of children. But Now

due to children liking and high cost of Mutton they consume Chicken in almost every meal. Milkand milk product consumption also increases with the increase in family size. Grains and pulses

are in same quantity throughout married to parental because now children dont like them so

much. He also tells that now fruits and vegetables are selective because of children liking and

disliking but their quantity increases.

He also tells us that now and then they use homemade food due to health factors but some times

they use to go to restaurants and fast foods stalls etc. They used shopping malls for bulk

purchasing and company outlets for garments only and local shops for almost everything before

birth of children. Now male members of the family prefer shopping malls and outlets while

females prefer local shops because males are more brands conscious.

They give attention to advertisement like T.V., billboard and internet. Before parental status they

give attention to Billboards and magazines but now they concentrate on internet and T.V.

commercials.

In electricity consumption now they use more electronics like T.V., computer, and other Kitchen

electronic but electricity consumption was less before. Water is also increased but the change is

that first they dont boiled water for drink but now they use boiled water for drinking purposes

because of health factors. There is more consumption of gas in winter season as compared to

summer because of heaters and geezers and consumption level increases with the increase in

family size. In Garments consumptions they consume more cloths as compared to married life

because of increased family size. In telephone consumption they used fixed telephone before but

now as trend of cell phones increases its consumption also increases. Before the birth of their

children they were not aware of internet but now they are fully aware of internet so its

consumption also increases.


12/14

Changing consumption and its reason

Following is the table which clearly shows that which products change their consumption and

why.

Commodities After Parental Beforeparental Reason

Coffee more consumption less consumption changing lifestyle and Awareness

Juices more consumption less consumption

Awareness of its benefits and

changing income level

Cold drinks less consumption more consumption Unaware of its health problems

Snacks more consumption less consumption Children like snacks

Fruits & veg. more consumption less consumption Increasing family size

Pasta more consumption less consumption Awareness and available now

Mutton less consumption more consumption Relatively very high price

Beef less consumption more consumption Aware of its disadvantages nowChicken more consumption less consumption Children liking and low cost

Cheese less consumption less consumption Taste not developed

Water more consumption less consumption

filter install due to innovation

in technology

Cell phone more consumption less consumption due to innovation and trend

Consumer decision processThen we take some products to which those consumers are permanent users and apply decision

process on it.

Doctor Tooth pasteProblem recognitionThey want toothpaste who gives long time freshening and whiten their teeth.

Information search

They did market surveys and consult their reference groups.

Alternative evaluationThey compared that with other toothpastes like close-up, Colgate and Forhans.

Purchase

Then they purchase doctor toothpaste.


13/14

Post purchase behaviorNow they are satisfied with its consumption and dont want to switch the brand.

PanteneProblem recognition

They need a shampoo which gives more effective anti-dandruff and anti-hair fall.

Information search

Then they see advertisements and ask their reference groups about that type of shampoo.

Alternative EvaluationThen they evaluate different shampoos like Sunsilk, Mother care etc.

Purchase

Then they purchase Pantene shampoo.

Post purchase behaviorThey are still satisfied with this product and still using it.

NokiaProblem recognitionThey need a cell phone whose battery time must good and its structure should be reliable.

Information search

They search information about different cell phones through internet advertisement andbillboards.

Alternative evaluationThey take a view and evaluate different cell phones like Samsung, Motorola but get to know that

Nokia is best in them.

Purchase

Then they purchase Nokia cell phone.

Post purchase behaviorNow they are satisfied with Nokia and dont want to switch that brand.


14/14

Results and Conclusion

The results of our data show that people change their consumption pattern due to many factors.

The factors include raise in income, inflation, greater family size, changing trends, innovation,

life style, self-concept, status, awareness, religious factors, reference group etc. Increasing ordecreasing inflation also effect on consumer a lot. Marketing and advertisement also effect the

consumption of consumer and these factors also affect consumer decision process.

Limitations

There are some limitations of this research as we collect data only from Pakistan due to cost and

time deficiency.

References

Ailawadi, Kusum L., Scott A. Neslin. 1998. The effect of promotion on consumption: Buying moreand

consuming it faster. J. Marketing Res. 35, 390-398.

Bucklin, Randolph E., Sunil Gupta, S. Siddarth. 1998. Determining segmentation in sales response across

consumer purchase behaviors. Marketing Sci. 8, 153-169.

Krishna, Aradhna. 1994. The effect of deal knowledge on consumer purchase behavior. J. Marketing

Res., 31, 76-91.

Change in consumption pattern

Documents

Transcript of Change in consumption pattern