IGNOU MNM 22 2026 - Indian households increasingly display conflicting consumption behavio

Question

Indian households increasingly display conflicting consumption behaviour, such as spending heavily on weddings or festivals while simultaneously seeking discounts through sales and cashbacks.

Analyse this behaviour using concepts of cultural influence, reference groups,

family roles, and social class.

(Relevant Units: Unit 10 - Reference Groups; Unit 11 - Family Buying Roles; Unit 12 - Cultural & Sub-cultural Influences)

06 Jan 2026

Answer :

Word Count : 573

Indian households often exhibit a unique mix of spending habits, where they splurge on events such as weddings or festivals while simultaneously hunting for discounts and cashback offers on everyday purchases. This apparent contradiction can be analyzed using various consumer behaviour concepts like cultural influence, reference groups, family roles, and social class. Culturally, India places a significant emphasis on social celebrations like weddings and festivals, which are seen as milestones or rites of passage. These events are deeply ingrained in the cultural fabric and hold a high symbolic value. People tend to spend lavishly on these occasions as a way of displaying status, honoring traditions, and maintaining social standing within their communities. In this context, spending on weddings or festivals is not just a financial decision; it is a reflection of the individual’s commitment to cultural norms and expectations. On the other hand,

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