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

1. A perspective on life-stages of an adult male in Urban India How perspectives and priorities evolve over life-time in Urban India By: AZ Research PPL

2. Life-stages in Urban consumer’s life Young Middle aged Old 60 years+ 18 to 25 years 26 to 30 years 31 to 40 years 41 to 50 years 51 to 60 years Early married Young family man Settled family man Grey years Retired Young adult • 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 life • How their career evolves • Impact of these two on their perspective on life, priorities and acquisition of property and durables

3. 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 area Working: • 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

4. 18 to 25 years … young adult Personal life Professional life Positive emotions which the life-stage is looking at reinforcing are – 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 • Happiness, pride, empowerment, anxiety, confusion (sometime tension) are the key emotions the life-stage experiences in professional space Categories which enter at this stage are – Bikes (cars for very few), Mobiles, Laptops, iPods, Apparels, low cost but high style accessories

5. 26 to 30 years … young married Personal life Professional life • 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

6. 26 to 30 years … young married Personal life Professional life Positive emotions which the life-stage is looking at reinforcing are – Self confidence, satisfaction, well being, stability & responsibility • 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 Categories which enter at this stage are – Cars (Bikes / 2W for few), HH durables like TVs, Refrigerators, ACs, Music system, Furniture, Vacations)

7. 31 to 40 years … young family man Personal life Professional life • 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 • 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

8. 31 to 40 years … young family man Personal life Professional life Positive emotions which the life-stage is looking at reinforcing are – Self confidence, responsibility, stability, ‘being the provider to the house’ satisfaction, well being, & the need to upgrade • 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 Categories which enter at this stage are which convey his upgradation in life – Cars (the new one), upgraded HH durables like TVs, Family vacations and house

9. 41 to 50 years … settled family man Personal life Professional life • 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 • 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 • Stability, satisfaction (along-with some tension), sense of well being are the key emotions the life-stage experiences in professional space

10. 41 to 50 years … settled family man Personal life Professional life Positive emotions which the life-stage is looking at reinforcing are – Responsibility for the family, need to upgrade, expectations for children’s future, stability & sense of well being • 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 • Stability, satisfaction (along-with some tension), sense of well being are the key emotions the life-stage experiences in professional space Stage is marked by reduction of personal expenses, however, categories that enter at this stage are ones which convey his upgradation in life – Cars (upgradation), upgraded HH durables like TVs, Family vacations and house

11. 51 to 60 years … grey years Personal life Professional life • Looking forward to his children getting settled in life and moving on to their independent lives • Looks at suppressing his personal / family expensesandfocuses 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 • 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 • Sense of relief and anxiety for upcoming retirement viefor space in his professional space in this life-stage

12. 51 to 60 years … grey years Personal life Professional life Positive emotions which the life-stage is looking at reinforcing are – Expectations of children’s future, relief at his retirement approaching, excitement at possibilities of new openings post retirement • 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 • Sense of relief and anxiety for upcoming retirement viefor space in his professional space in this life-stage 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

13. 60 + years … retired Personal life Professional life • 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 • Relaxation and peace are the key emotions the life-stage goes through in personal space • 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

14. 60 + years … retired Personal life Professional life Positive emotions which the life-stage is looking at reinforcing are – relaxation, relief, peace, excitement at possibilities of new openings and reinforcing convenience • Relaxation and peace are the key emotions the life-stage goes through in personal space • 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 This life stage is particularly marked by making up for loss of perks, specifically, house and car

15. Life-stages in Urban consumer’s life Young Middle aged Old 60 years+ 18 to 25 years 26 to 30 years 31 to 40 years 41 to 50 years 51 to 60 years Early married Young family man Settled family man Grey years Retired Young adult • Years marked by • Self confidence, satisfaction on work front • Responsibility, stability, ‘being the provider to the house’ in personal house • Sense of well being & continuous need to upgrade • Years marked by • Anxiety & inconvenience for loss of income & perks brought in by retirement • Same time, sense of relief and excitement at possibilities of new openings post retirement • Expectations of children’s future • Years marked by • Anxiety, confusion, insecurity (sometimes frustration & tension) in early years • Empowerment, pride, happiness, pride (show off) • Self confidence, satisfaction, well being, stability & responsibility in later 20s

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