Date post: | 30-Jun-2015 |
Category: |
Business |
Upload: | sachin-sharma |
View: | 756 times |
Download: | 0 times |
A STUDY ON CHANGING MINDSET OF INDIAN METROPOLITAN WOMEN
- Sachin Sharma
2
Objective of study Approach Constructs Phases of metropolitan women Dream and desires Fears and hopes Conflicts and resolutions Commonality in different phases Suggestions
Structure
To understand the woman living in
metros in India
To study her mindset – Her deep rooted motives, desires and fears
To understand the changes that take place during the journey of her life
Objective
Establishing the null hypothesis Secondary research through
Dissertations and papers published, Books namely – Mother Pious Lady and Babe Bible Popular culture – from cinema namely – Life in a metro,
Dharavi and ad films – Saffola, Frankfinn Academy, lyrics of songs from film– Life in a metro
Personal life experiences
Validation and verification Primary research by in-depth interviews with
Women living in metros, HR managers of MNCs and Indian Companies (For
perspective on women as employees)
Null hypothesis – “The women can be studied in two categories – Working women and housewives”
Approach
The concepts of Self and Society are actual and not ideal
Construct Notion of self and society
Self Body –
Meaning - identity, imagery Treatment - pamper, pain, pleasure Feel - healthy, sexy, fit etc.
Mood Meaning – Joyous, bitter Balance– time out for herself etc.
Self worth Importance Time/money spent
Society Peer Group
Support and reference system
Family and extended families Mother and other
Body
Mood
Self Wort
h
Peer Grou
p
Family
Self
Society
Highest “notion of self”
Notion of
“selflessness”
Independent Asserting independenceFighting for independenceSelf content & dependent
Conflict Continuum
1 2 3 4
Size of the circle represents the relative importance given to it.
Society
SocietySelf
Self
Society
Self
Society
Independent Asserting independence
Fighting for independence Satisfied housewife
Self
Interplay of circles
312
4
FOUR Groups to study women
Family – MIL/ FIL and husband
Marital status – Married Age – 27 Profession – Media Sales Education – MBA Meaning of Family – Cage,
Limitations Meaning of work – Opening
up to outside world Peer Group – Colleagues,
Family
Family – Mom and dad…and younger brother
Marital status – Single Age – 29 Profession – Freelancer artist
and faculty in art schools Education – MA fine arts Meaning of Family – My comfort
zone Meaning of work – Self
expression/ passion/ satisfaction Peer Group - Colleagues and
friends
Family – Husband Marital status – married Age – 29 Profession – Entrepreneur
(Runs a fitness center) Education – Post graduate
MBA Meaning of Family – My
support system Meaning of work – financial
Independence and justice to self worth
Peer Group - Colleagues and friends
Family – MIL/ FIL, Husband and a 2 yr old son Marital status – Married Age – 29 Profession – Housewife Education – MBA Meaning of Family – My world Meaning of work – Trade off between self and family
(I like taking care of my family, my family is the extension of my self)
Peer Group –Family and neighbors
1234
She aspires to break free and desires to mark her own territory – Both
professionally and personally
She aspires to be the
iconic figure in her profession and desires
a balanced personal life
She aspires to be
successful in her
professional life and desires a relationship that gives her
personal space
She aspires to maintain the status quo and desires to
create moments of fame
1234Dreams &Desire
s
Her fear is to lose her identity and her hope is to
live through her child
Her fear is that she might
die alone and her hope is to find a true
companion for life
Her fear is not being able to sustain her
independence and
her hope is to be able to chase her passion
Her fear is her family in trouble and her hope is to
witness her children fairing well in their lives
1234Fears
&Hopes
Contradiction – Life is like a Boomerang
Resolution – She invests her hope in her child
Contradiction – Seeking dependence in personal life
Resolution – strike a relationship
Contradiction – Black holes in her universe
Resolution – She seeks a supportive partner in life
Contradiction – Resolution –
1234Contra-dictions
&Resolutio
ns
Accidents / TraumaEmotional threshold
Kids growing upSelf actualizations
MarriageCommitments
AgeAccidents / trauma
KidsRelationships
Trauma
Accidents / TraumaKids growing up
Self actualizations
1234Ruptur
e
• All of them hate step changes and love spike changes in day to day life
• All of them are explorers by nature – through jobs, through traveling, through kids’ school books and cartoon network
• The culture is shifting from making the food Heating the food• All of them cherish (will cherish) the memories of their
marriage• They are nostalgic about the past ….and at times about the
future• The value of materialistic things is actually intangible – A ‘car’
is a drive together / alone, A ‘diamond’ is a relationship, A ‘honeymoon’ trip is romance
• They all are educated …for different reasons though!• They all love their moms, some try to be like them, some
don’t• Three kinds of pressures biological, social, and professional• The women move from more money-less time to less money-
more time which could manifest itself into a change in the shopping behavior.
Commonalities
• Metropolitan Index – based on migration level, degree of freedom, education, type of profession etc.• How to offend a woman?• Idea of actual self concept
and ideal self concept• Raymond’s – the complete
man!
Suggestion
THANK YOU!