a perspective on life-stages of an adult male in urban india how perspectives and priorities evolve...

A perspective on life-stages of an adult male in Urban India

How perspectives and priorities evolve over How perspectives and priorities evolve over life-time in Urban Indialife-time in Urban India

By: AZ Research PPLBy: AZ Research PPL

Life-stages in Urban consumer’s life

18 to 25 18 to 25 yearsyears





60 years+60 years+

• There are of-course no discrete age breaks which differentiate between life stages• These are objectively observed age breaks for life-stages which bring about basic

demographics changes for most adult males and hence impact their perspectives and priorities in life

• These life stages have been looked at from the perspective of these parameters:• Changes in their personal lifeChanges in their personal life• How their career evolvesHow their career evolves• Impact of these two on their perspective on life, priorities and acquisition of Impact of these two on their perspective on life, priorities and acquisition of

property and durablesproperty and durables

Young Young adultadult

Early Early marriedmarried

Young Young family manfamily man

Settled Settled family manfamily man

Grey yearsGrey years RetiredRetired

YoungYoung Middle agedMiddle aged OldOld

18 to 25 years … young adult

Personal life Professional life

Most in this age band are unmarried Most are into relationships – stable or otherwise

– in metros In non metros, there is still a high proportion of

single males

Attracting / showing to opposite sex is a big motivation in their life

Therefore, money, which is a constraint, plays a very important role

Realization of having turned adult – more rights Favourite past time activities – lounging off, with

friends, at malls, multiplexes, coffee houses, etc Friends are part of core of their existence

Most in this age band are students and then start working

Students: Looking forward to starting a career Are on a continuum of anxiety regarding

academics & career opportunities Exams, coaching courses, competitive

entrance exams are their focus areaWorking: Have just started working, and hence not very

comfortable at work place Feel empowered for being on their own,

however, not yet sure of career aspirations, career chart likely etc

Anxiety, insecurity (sometimes frustration & tension) and pride are the key emotions the life-stage goes through in personal space

Happiness, pride, empowerment, anxiety, confusion (sometime tension) are the key emotions the life-stage experiences in professional space

18 to 25 years … young adult


Happiness, pride, empowerment, anxiety, confusion (sometime tension) are the key emotions the life-stage experiences in professional space

Positive emotions which the life-stage is looking at reinforcing are – empowerment, pride, happiness, pride (show off)empowerment, pride, happiness, pride (show off)

Anxiety, insecurity (sometimes frustration & tension) and pride are the key emotions the life-stage goes through in personal space

Categories which enter at this stage are – Bikes (cars for very few), Bikes (cars for very few), Mobiles, Laptops, iPods, Apparels, low cost but high style accessoriesMobiles, Laptops, iPods, Apparels, low cost but high style accessories

26 to 30 years … young married


Most in this age band are either married or moving towards it

Off late, marriage age has seen a shift towards early 30s but still most tend to get married by the time they hit 30

Marriage brings about a sea change in the lifestyle and also brings in responsibilities

Need to set up the house brings with it feeling of being responsible for the house

Marriage also brings in stabillization of personal relationships

Lounging off with friends reduces, while partying continues, vacationing with spouse comes in

This stage is that of early working years Have been working for some time, are stable

in their career, know their strengths and hence are usually upbeat and confident

Work place tensions & frustrations are part of his life

Last few years have seen significant jump in moneys in job in this life stage

There is a need to convey to their friends and colleagues that they are doing well

In Work scenario, key drivers are money, job satisfaction, good work culture, career growth

Stability and responsibility are the key emotions the life-stage goes through in personal space

Self confidence, satisfaction (sometime frustration/ tensions), sense of well being and need to convey the same are the key emotions the life-stage experiences in professional space

26 to 30 years … young married


Positive emotions which the life-stage is looking at reinforcing are – Self confidence, satisfaction, well being, stability & Self confidence, satisfaction, well being, stability &

responsibilityresponsibility

Categories which enter at this stage are – Cars (Bikes / 2W for few), HH Cars (Bikes / 2W for few), HH durables like TVs, Refrigerators, ACs, Music system, Furniture, durables like TVs, Refrigerators, ACs, Music system, Furniture,

Vacations)Vacations)

Stability and responsibility are the key emotions the life-stage goes through in personal space

Self confidence, satisfaction (sometime frustration / tensions), sense of well being and need to convey the same are the key emotions the life-stage experiences in professional space

31 to 40 years … young family man


In this life stage, mostly married men, are veering towards starting families / have started families

Have young kid/s not yet teens, but need to start schooling etc

Family entrenches the sense of responsibility that is brought in by marriage feeling of being the provider

Need to set up the house / upgrade the household durables etc is supplemented by need to own a house increase of expenses

Sense of middle age, some boredom along with it sets in, partying reduces, going to restaurants increases, family outings / vacationing comes in

Are stable in their working place by now

They are mostly upbeat / positive about their career prospects or have settled down into accepting it as it is

Work place tensions & frustrations are part of his life

In Work scenario, his key drivers are money, job security and career growth

Usually, an increase in money in hand, also gets perks like car / house etc for many

Self confidence, stability, satisfaction (sometime frustration), sense of well being are the key emotions the life-stage experiences in professional space

Stability, responsibility, need to upgrade, being the provider, tensions for increasing expenses are the key emotions the life-stage goes through in personal space

31 to 40 years … young family man


Positive emotions which the life-stage is looking at reinforcing are – Self confidence, responsibility, stability, ‘Self confidence, responsibility, stability, ‘being the provider to the being the provider to the

house’house’ satisfaction, well being, & satisfaction, well being, & the need to upgradethe need to upgrade

Categories which enter at this stage are which convey his upgradation in life – Cars (the new one), upgraded HH durables like TVs, Family Cars (the new one), upgraded HH durables like TVs, Family

vacations and housevacations and house

Stability, responsibility, need to upgrade, being the provider, tensions for increasing expenses are the key emotions the life-stage goes through in personal space

Self confidence, stability, satisfaction (sometime frustration), sense of well being are the key emotions the life-stage experiences in professional space

41 to 50 years … settled family man


Has teenage kids – come with their own set of problems

Is established in his role of provider and does not get bothered by it any more

Continuous need to upgrade the household durables etc, however, personal expenses are decreasing increase of expenses for children’s needs

Established in middle age, moving towards grey; children are the focus of his life and future expectations

His activities are now more elderly – like going for walks, family outings (movies, shopping etc), goes to restaurants for dinner etc

Are settled in their working place by now

Work place tensions & frustrations continue to be part of his life; however, he knows what to expect in his career path and is less preoccupied with it

In Work scenario, his key drivers are money, job security and stability

Usually, an increase in money in hand, plus perks like car / house etc at times

Stability, satisfaction (along-with some tension), sense of well being are the key emotions the life-stage experiences in professional space

Responsibility for the family, need to upgrade, expectations for children’s future, tensions for increasing expenses are the key emotions the life-stage goes through in personal space

41 to 50 years … settled family man


Positive emotions which the life-stage is looking at reinforcing are – Responsibility for the family, Responsibility for the family, need to upgrade, expectations for need to upgrade, expectations for

children’s futurechildren’s future, stability & sense of well being, stability & sense of well being

Stage is marked by reduction of personal expenses, however, categories that enter at this stage are ones which convey his upgradation in life – Cars Cars

(upgradation), upgraded HH durables like TVs, Family vacations and house(upgradation), upgraded HH durables like TVs, Family vacations and house

Stability, satisfaction (along-with some tension), sense of well being are the key emotions the life-stage experiences in professional space

Responsibility for the family, need to upgrade, expectations for children’s future, tensions for increasing expenses are the key emotions the life-stage goes through in personal space

51 to 60 years … grey years


Looking forward to his children getting settled in life and moving on to their independent lives

Looks at suppressing his personal / family expenses and focuses on expenses which might be required for his children is usually more into saving / investing / controlling expenses

Considers himself in the elderly club now His activities are now more elderly – like going

for walks, family get-togethers, family outings (movies, shopping etc), goes to restaurants for dinner etc

Is now looking forward to retirement

Work place tensions & frustrations continue to be part of his life; however, is less hassled by work tensions & sense of relief sets in that he is getting out of the race now

In Work scenario, his key drivers continue to be are money, job security and stability

Usually, an increase in money in hand, he is now trying to save for his retirement

Has a sense of anxiety regarding the upcoming retirement – loss of steady income and perks

Sense of relief and anxiety for upcoming retirement vie for space in his professional space in this life-stage

Expectations for children’s future, looking forward to children starting their independent lives are the key emotions the life-stage goes through in personal space

51 to 60 years … grey years


Positive emotions which the life-stage is looking at reinforcing are – Expectations of children’s future, relief at his retirement approaching, Expectations of children’s future, relief at his retirement approaching,

excitement at possibilities of new openings post retirementexcitement at possibilities of new openings post retirement

This life stage is particularly marked by reduction of family / personal expenses and categories which enter at this stage are related to

children’s needs only

Sense of relief and anxiety for upcoming retirement vie for space in his professional space in this life-stage

Expectations for children’s future, looking forward to children starting their independent lives are the key emotions the life-stage goes through in personal space

60 + years … retired


His children are mostly settled or have a direction in their career

He and his wife are back to the stage of being an early couple, with no children at home

Sometimes, in case of joint family, their focus is now shifting to grand children

His activities are now more home oriented and / or, limited to neighbourhood / relatives or get-togethers with old friends

Is newly retired

Starts considering options he had listed for himself to take up post retirement

Despite some tensions for regular flow of money in the years to come, and loss of perks he is used to, usually this stage also comes with bulk money as retirement settlements

Perks he was used to have been taken away

Sense of relief and also anxiety and some inconvenience, excitement at new openings possible vie for space in his professional space in this life-stage

Relaxation and peace are the key emotions the life-stage goes through in personal space

60 + years … retired


Positive emotions which the life-stage is looking at reinforcing are – relaxation, relief, peace, excitement at possibilities of new openings relaxation, relief, peace, excitement at possibilities of new openings

and reinforcing convenienceand reinforcing convenience

This life stage is particularly marked by making up for loss of perks, specifically, house and car house and car

Sense of relief and also anxiety and some inconvenience, excitement at new openings possible vie for space in his professional space in the life-stage

Relaxation and peace are the key emotions the life-stage goes through in personal space

Life-stages in Urban consumer’s life






60 years+60 years+

Young Young adultadult

Early Early marriedmarried

Young Young family manfamily man

Settled Settled family manfamily man

Grey yearsGrey years RetiredRetired

YoungYoung Middle agedMiddle aged OldOld

Years marked byYears marked by

• Anxiety, confusion, insecurity Anxiety, confusion, insecurity (sometimes frustration & (sometimes frustration & tension) in early years tension) in early years

• Empowerment, pride, Empowerment, pride, happiness, pride (show off)happiness, pride (show off)

• Self confidence, satisfaction, Self confidence, satisfaction, well being, stability & well being, stability & responsibility in later 20sresponsibility in later 20s

Years marked by Years marked by

• Anxiety & inconvenience for loss Anxiety & inconvenience for loss of income & perks brought in by of income & perks brought in by retirementretirement

• Same time, sense of relief and Same time, sense of relief and excitement at possibilities of new excitement at possibilities of new openings post retirementopenings post retirement

• Expectations of children’s futureExpectations of children’s future

Years marked byYears marked by

• Self confidence, satisfaction Self confidence, satisfaction on work fronton work front

• Responsibility, stability, Responsibility, stability, ‘being the provider to the ‘being the provider to the house’ in personal househouse’ in personal house

• Sense of well being & Sense of well being & continuous need to upgradecontinuous need to upgrade

Thank you!

a perspective on life-stages of an adult male in urban india how perspectives and priorities evolve...

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