Authors

1. Dr. Swati Soni
2. Dr. Sheenu Jain

Affiliation

• Associate Professor, Jaipuria Institute of Management, Jaipur
• Assistant Professor, Jaipuria Institute of Management, Jaipur

Abstract

Millennial mothers is an emerging segment of consumers in India-a segment which is substantially
different from the earlier generation mothers. The study intends to investigate:
 Is there really a substantial difference between the millennial moms and the erstwhile moms in
their demographic, psychographic and behavioral patterns?
 Do these differences actually impact consumer decision making and thus render millennial
moms as a segment amenable to a differential marketing stimuli (Marketing Mix)?
 How do millennial mothers buy products for themselves and households?
Unit of study is millennial mothers and the research design is exploratory/descriptive. The
measurement instrument employed is a questionnaire on Likert Scale. Data collected from 153
millennial mothers is analyzed using SPSS. Five categories of products have been included in the
study-Baby Care, Gadgets, Grooming, Apparels and Groceries. The geographical scope of the study
is Jaipur City, Rajasthan.
Barring a few countries, not much literature pre-exists on millennial mothers' decision making. The
paper provides practical insights and thus enable marketers to pitch themselves better to this digitally
connected segment of consumers and create better engagement for their products.

Keywords

Generation Y, Millennial Mothers, Social Media, Consumer Decision Making

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