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Delhi youth spend over Rs 6,000 monthly on grooming & mobile: Survey

Updated: Aug 12, 2013 02:10:54pm
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New Delhi, Aug 12 (KNN)  For about 75 per cent of Delhi youth, expenditure on cosmetics, apparel and mobile amounts to more than Rs 6,000 per month according to an ASSOCHAM study.

Young men and women in Delhi are spending more on cosmetics, apparel and mobile phones than their counterparts in other metropolitan cities, a comprehensive survey conducted by industry body, Associated Chambers of Commerce and Industry of India (ASSOCHAM), released on the eve of World Youth Day today said.

In a country wide survey, ASSOCHAM interacted with 2,000 youngsters in the age group of 16-21 years to evaluate their purchasing tendencies in cosmetics, apparel and mobile phones in ten cities comprising Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad, Lucknow, Ahmedabad, Jaipur and Chandigarh.

According to the study over 75 per cent teenagers said, their branded cosmetic consumption has gone up by about 65 per cent during the last ten years.  Over 58 per cent of youth said that their expenses on cosmetics application have risen by 65 per cent as against 68 per cent upper middle age group to maintain their outward appearance. 
 
“Youth in Delhi are ahead of their counterparts in other cities as 75 per cent of them said their budget for shopping for cosmetics, apparel and phones has exceeded Rs 6,000 every month.  About 25 per cent said they splurge between Rs 2,500 to Rs 3,500 on cosmetics, clothes and phone every month.

Evidently, there has been an increase of over 300 per cent in the last ten years.

“The expenditure has exceeded Rs 6,000 per month against their average expenditure of less than Rs 1,500 in year 2003, an increase of over 300 per cent,” reveals the ASSOCHAM Secretary General D S Rawat.

On an average in this segment, a good majority of respondents felt that they had spent less than Rs 1,000 per month on cosmetics in 2003 which has not exceeded Rs 4,500 per month, the main reasons being the increasing participation of women in the employment basket. 

Secondly, massive advertisements both in electronics and print have influenced the customers in this segment that these have inspired the increased allocation of their monthly expenses towards these articles.

The survey also came out with an interesting revelation, highlighting the fact that males have developed a special craze for cosmetic application as compared to their female’s counterparts and their monthly expenses rose by about 35-40 per cent during the period.
 
Looking good and appearances are important and youngsters across India spend the most each week on clothes, mobile phones and going out.  Food also tops their passions. On an average, about 25 per cent of their pocket money is spent on food.   The youth do not think twice before blowing money on mobile phones, clothes, eating out, even cosmetics.

However, the consumption pattern of cosmetics and apparel in case of teenagers went up substantially between 2010 and 2013 because of increasing awareness for up-keep of teenager’s exterior as 75 per cent of teenagers’ wards admitted.

Significantly, male consumers tend to spend more on cosmetics i.e. Rs. 1,000- 5,000 per month when compared to females, mainly due to the demand for men's hair care, deodorants, razors and blades.  Also, 85 per cent of male consumers generally prefer to purchase and make the brand selection of cosmetics, apparel, and mobile individually. Quality is the major factor influencing the purchase decision of male consumers, accepted 85 per cent of them. 

85 per cent of male consumers frequently change their handset twice or thrice in a month and keep two handsets.  So, their expenditure on mobile phones is much higher than females.

The purchasing power of Indian consumers is increasing thereby shaping aspirations and lifestyles of consumers, who are upgrading to good value products at affordable prices. This has also increased the demand for essential everyday items like bath and shower products, hair care, oral hygiene and skin care. Another strategy followed by companies to promote cosmetics in rural areas is the sachets' approach, highlights the survey.

“Rising beauty consciousness due to changing demographics and lifestyles, deeper consumer pockets, rising media exposure, greater product choice, growth in retail segment and wider availability are the reasons for sharp rising demand of cosmetics, apparel and mobile telephony in Indian consumers” said Rawat.  (KNN/SD)

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