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A Synopsis

“Influence of Family Life Cycle on Purchasing
Pattern of Retail Shoppers at ​Brand Factory”
Framework of Study
• Introduction

• Statement of the problem

• Objectives of the Study

• Research Methodology

• Possible Outcome

• Questionnaire

• References

The term family life cycle refers to the progression of stages through which individuals and
families proceed over time.

Importance of Family
• Family as an primary group (Intimate & face to face interaction)

• Family as an reference group (Members refer family values, norms in their behavior)

• Family as an economic unit (Earning & spending money)

Stages of family life cycle progression

• Bachelor stage: young , single people

• Newly Married couples : young, no children

• Full nest I: young married couple with child under 6

• Full nest II: young married couple with child above 6

• Full nest III: older married couple with dependent children

• Empty nest I : older married couple with no children living

• Empty nest II : older married couple with no children living & family head is retired

• Solitary Survivor I: Older single people in labor force

Solitary Survivor II: Older retired single people

Statement of the problem

The Family life Cycle has not been considered much by the retailers while segmenting the

Objective of the Study

• To examine the relationship between stages of family life cycle and purchasing pattern
of the consumer

Research Methodology
• Research Design- Explorative

• Methods of data collection- Primary

• Research Method- Random sampling

• Sample Size- 200

Possible Outcome of the study

• The study (using FLC model) will reveal many consumption differences across household
life cycle stages, indicating that the model is a useful segmentation tool.

• The study will likely to find the Sizes and compositions of household expenditures with
relation to the stages of the family life cycle.

• The study will estimate the relationship between demand of goods and services vis-a-vis
stages of life cycle.

AGE: 16-22 22-30 30-40 40-45 55-60 60 And





MONTHLY INCOME: NO INCOME 10000-20000 20000-30000 30000-50000 50000 AND


Family Profile: Single Newly married without child

Newly married couple with child Older married couple with dependent child

Older couple with employed child Retired couple with employed child

1. How frequently do you visit to Brand Factory?

A. Weekly B. Monthly C. Quarterly D. Occasionally

2. How much time do you spend while shopping at Brand Factory?

A.15-30 minutes B.30-45 minutes C.45-60 minutes D.1hr or more

3. How much do you spend at Brand Factory?

A. Less than 1000 B.1000-2000 C.2000-3000 D.3000-4000 E.4000

and Above

4. What type of merchandise do you purchase at Brand Factory?

A. Men’s Casual B.Women Ethnic Wear C.Women Western Wear D.Beauty products
E. Apparels F. Kids

5. Which brand do you prefer on men’s casual at Brand Factory?

A. Peter England B. John player C. Duke D. Indigo Nation

E. Others

6. Which private label brands do you prefer in men’s wear at Brand Factory ?

A. Netplay B Network C. Teamspirit D. Performax

7. Which brand do you prefer on women’s ethnic wear at Brand factory?

A. Avaasa Mix n match B. Fusion C. Siyahi D. Swedesh

8. Which brand do you prefer on women’s western wear at Brand Factory?

A. Teamspirit B. Fig C. Performax D.DNMX

9. Which brand do you prefer in Kids Wear?

A. B. C. D.

10. Please give your valuable suggestions regarding Brand Factory over all functioning

Mention your satisfaction level for following elements.

1. Highly Satisfied
2. Satisfied
3. Neither satisfied nor dissatisfied
4. Dissatisfied

Elements 1 .(Highly 2. (Satisfied) 3. (Neither 4 .(Dissatisfied)

Satisfied) Satisfied nor
Parking Facility
Cleanliness of store
Spacious Shop floor
Trial Room
Exchange Facility
Easy to locate Product
Quality of product
Promotion offers
Price of the product
Assortment of the goods
Behaviour of CSA
Flexibility of payment
Value for money
Q11. Can you suggest something about your experience on Brand Factory?

• David L.Loudon & Albert J. Della Bitta, 2009, Consumer Behavior, sixth edition Tata McGraw-Hill
pp 221-259.

• Swapna Pradhan, 2011, Retailing Management,3​rd​ edition McGraw–Hill pp117-135.