THE CHANGING CONSUMPTION AND LIFE PATTERNS IN URBAN AREAS 

Abstract

In the globalised urban India, the consumer patterns and wants are generated by industries and corporation. The supply driven consumer wants are created and maintained through advertising. The consumption expenditure of Indians during post reform period, since 2005 is growing at 14 percent per annum and present it is worth $ 450 billion. Hence India has become popular destinations for many global companies. AT Kearney, the well known international management consultancy rightly pointed out that globally India is the second most attractive retail destinations among thirty emergent markets.

The urban India, more so rich and middle class, is becoming more brand consciousness. There is spread of dominant consumption. There is a conscious change in consumption and life pattern of urbanities in tastes and habits of foods, clothing entertainment, celebration. There is macodnoldisation of food culture is urban India. Corn flakes, Pijas, Chacos, Sandwitch are taking the place of Idli-chauttny, Dosa, Puri-sagu, Upma and Chapathi-veg fry. The traditional saree, chudidhar is replaced by Midi, frocks, ripped jeans and Leggings. The men’s dress is also undergoing lots of changes. Lesser one wear, the more fashionable is one in these days. Wearing long hairs, wearing ear rings, are becoming more fashionable in men. The western celebration of father’s day, mother’s day, friendship day, Valentine’s Day is slowly creeping in at the places of Rakhsa bandan, Holi and other festivals.

The global advertising companies are using the psychological strategy to hook consumers. The sky rocketing Dil-Mange more consumption pattern and life style is also causing lots of problems in solid waste management, increased pollution, and increased private vehicles. The paper is the result of the data collected from 100 individuals in Bangalore about the life style and consumption pattern along with the usage of NSSO Data.

Keywords: Consumer, consumption pattern, life pattern, Urbanization, Post-reforms, Traditional, Western Celebration, Global Advertising Companies, Solid Waste Management, Pollution