Thirty three per cent of the population in city loves online shopping. Moreover, watching movies is the most sought after entertainment medium, while they prefer Chinese food over South Indian dishes.
City-based B-school XlRI School of Management on Tuesday released the first ever lifestyle trend based survey at the campus. The study was carried during MAXI Fair, organised by the marketing association of XlRI, in January with the objective to capture the imagination of consumers and market researchers alike.
Out of 7,000 footfall, the survey was conducted on a group of 3,500 people at the Maxi Fair last month. The survey is aimed to help business organisations and other scholars understand the urban market before venturing here.
Sanjeev Varshney, faculty member of marketing at XlRI addressing media at XlRI campus said that for the first time such a survey has been carried in Jamshedpur. “The study has come up with interesting trends in the city. We covered factors like fitness, personal care, entertainment, satisfaction, shopping and dining.”
The study was carried based on age, gender, area of residence and SEC (socio economic class). As per the study men and women have similar levels of expenditure when it comes to personal care and women above the age of 50 years are spendthrift on personal care items. In fitness, 41 per cent people out of the group found jogging and walking as their preferred exercise. About 90 per cent of females and 92 per cent of males agree of pursuing fitness seriously.
“We concluded that the satisfaction level is somewhere around 75 per cent. This means that people aren’t unhappy but they are not too excited about the services they have in the city which includes telecom, energy, travel services, health services, and Government services,” said Varshney.
Apart from Jamshedpur, the Maxi Fair also carried survey the user-friendliness of government websites to know whether they are actually benefitting people or not. The study was based on usefulness of government websites like passport, Aadhar, PAN and e-filing of income tax.
The study finds out that the awareness level is just around 50 per cent, usage of e-services launched by the government has gender bias which shows men use it more than women. Also e-services is popular and used by old age poeple, the level of satisfaction as far as the e-services are concerned is rated 3 out of 5. This study was carried out on a group of about 1300 people at the Maxi Fair.
Prof Varshney said that the focus this year was on Digital India.” We studied the perception and behaviour of consumers towards various websites of Government related to passport, ADHAAR , tax returns and carry survey as to how people are using it. Whether they are actually using and benefitting from it or not.