Consumer Spending Patterns of DINK Couples in...

Consumer Spending Patterns of DINK Couples in Delhi NCR

Author Name : Kumar Swayam, Dr. Neeru Sidana

ABSTRACT:  The main objective of this research is to explore the complex web of consumer shopping habits exhibited by DINK (Dual Income, No Kids) couples living in the dynamic urban environment of the National Capital Region (NCR) of Delhi. This segment of the population represents a distinct market niche, and it is essential for advertisers, decision makers and businesses seeking to engage with them to understand their unique spending habits, especially as social and economic dynamics continue to evolve. To gain an in-depth understanding of the diverse dispositions of DINK couples, this study uses a mixed method approach, combining qualitative interviews with quantitative survey-based research. It examines various factors such as income level, lifestyle, cultural influences, and demographic variables including age, education, and career aspirations, all of which play a key role in shaping consumer decisions in this demographic