Role of Attire For Women in Tier 2 Cities
Need
The primary objective was to understand the consumer mindset in Tier 2 cities, specifically focusing on their life concerns, joys, and aspirations. The study aimed to identify the values associated with their cultural setup and belief system, particularly their relationship with traditional attire such as sarees. Additionally, the research sought to gain insights into the competitive brand landscape and consumer perception of various brands in the market.
Approach
The study employed a qualitative research design targeting married women of SEC A and B. Based on the requirement the sample included housewives from two key cities of UP and Bihar. The interaction took place through in-depth interviews to explore in detail, the various aspects of the participants’ lives, including their daily routines, cultural practices, societal norms, and challenges faced in their environments. Special attention was given to understanding the influence of traditional attire on their identities and how modern developments are impacting their lifestyles and perceptions.
Outcome
The findings revealed that women in these primarily identify themselves through their familial roles, deriving their sense of self-worth from their dutifulness and focus on family. Despite the evolving societal norms, traditional power dynamics remain prominent, with men holding significant agency. However, there is a gradual shift towards more progressive attitudes, especially in terms of women’s education and autonomy. The study highlighted the significant barriers women face in entering the workforce due to family opposition, although government-led initiatives are beginning to foster change. The research concluded that while these cities are making strides towards modernization, there is still a strong adherence to cultural norms, which influences consumer behavior and brand perception.
