Chennai: A latest research has found 70 per cent urban homemakers stay well informed on money matters, but seek the insights of their spouse and friends to validate their investment decisions. They prefer ‘safer’ financial products such as gold, bank deposits, life insurance.
The tech savvy homemaker likes shopping online, appreciates sales and discounts, is brand conscious. Non-Metro homemakers too have adopted ecommerce for essentials but miss the personalisation of offline shopping.
Funneling some of the crucial insights in the various aspects of a woman’s life, a research report series called ‘All About Women’ was launched by Femina earlier this year.
While the first edition explored the lives of millennial working mothers, the second edition will shed some light on the lives of Urban Indian homemakers.
Regarded as one of the biggest and most important audience sub-segments in India, today, urban homemakers are confident, unapologetic, and active decision makers, who have deeper inspirations and higher aspirations.
The research report commissioned by Femina to Karvy Insights, offers an in-depth analysis and provides a comprehensive understanding of the lives of urban homemakers, by capturing their life, self-perception, relationship with family, changing lifestyle owing to Covid-19, future aspirations and dissecting the consumer behavior.