Nasira Majid Sandhu

Life Style Analysis of Working Women: Study of Variables Affecting the Lifestyle Related Consumption Pattern of Female Office Employees Nasira Majid Sandhu

This study analyzes the variables that affect the lifestyle related consumption of female office employees. A sample of several lecturers, Teacher assistants, Managers and CRO's have taken from Colleges, Universities and Banks was taken and with the help of a research questionnaire their response was recorded. On the basis of data analysis the study concludes that lifestyle is heavily influenced by income and occupation and other factors like age, peers group and media also play significant role. The study finds that increase in income leads to higher consumption pattern. Females with independent financial sources exhibit different lifestyle related consumption pattern than females with dependent financial sources. Consumption pattern of female office employees in terms of health consciousness is influenced by occupation. But in case of income they do not sacrifice on health. Inspite of low income they like to spend on medically approved and quality products. The study suggests that female office employees due to lifestyle related consumption pattern is attractive segment for marketers.