Abstract
The spending pattern, attitudes and lifestyles of Indian ‘young consumers’ have great impact on marketers. These young people populate the future markets and have a tremendous amount of discretionary spending power today. Youth are occupying pivotal positions in the marketing sector duly compensated by higher style of living. The lifestyles and attitudes have brought about a distinct transformation in the entertainment needs when compared to those of the past. Youths in India are already having an enormous impact on the economy, on companies and on culture. Youths are ‘the consumers of today, the growth engine of tomorrow’. This generational shift in attitudes is more important because this growth is growing so rapidly. By 2015, Indians under 20 will make up 55% of the population- and yield proportionately higher spending power. This research paper analyses the Values, Attitudes and Lifestyles (VALS) of youth in Coimbatore and its impact on the share of pocket towards entertainment activities. Key words: Value, attitudes, lifestyles, Coimbatore, entertainment.
Highlights
A visitor coming to Coimbatore would first note the changing face of Coimbatore with its towering constructions and flurry of activity
The lifestyles and attitudes have brought about a distinct transformation in the entertainment needs when compared to those of the past
The Youth in Coimbatore have responded that activities involving gaming closely followed by dancing are the most favourite form of entertainment
Summary
A visitor coming to Coimbatore would first note the changing face of Coimbatore with its towering constructions and flurry of activity. Coimbatore is the hub for industrial activities which are on the growth chart and with the establishment of the ITES, the scenario is very promising. High earning and high living is the current trend. The question is if these superficial changes have changed the mindset of the Coimbatorians. The society and people of Coimbatore have not yet wholly embraced consumerism like all the other metros and big cities like Chennai and Bangalore. In spite of having a steady flow of IT professionals, students from other states and other job seeking migrates; the city has not improved much entertainment wise
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