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.