Married youth segment is biggest target group for Bajaj Discover
Work, family and daily chores contribute to dwindling excitement levels among married couples a few years into marriage, and before long, it is almost lost. For World Marriage Day (8th February 2015), Bajaj Discover releases ‘Bajaj Discover – IMRB Relationship survey’ findings. The survey reveals 94 pct (97 pct in East, 94 pct in North, 92 pct in West and 89 pct in South) Indian married folk want to bring the zing back into their relationships.
Indian couples find a long bike ride more romantic than watching movies, dinner outing, or spending quality time at home. Couples tend to feel close to partners during a bike ride but at the same time, there has been 45 pct decrease in romantic bike rides post marriage. 93 pct male and 94 pct female respondents want to reignite excitement in their marriages. 57 pct couples feel quality time spent with each other has decreased over time. 50 pct couples agreed that frequency of a surprise/ gift to partners has decreased.
Sumeet Narang, VP, Marketing Bajaj Auto Ltd says married youth segment is the biggest target group for Bajaj Discover. The survey intends to understand relationships between married couples, pre and post marriage, alongside bike use patterns, and the role it plays in their lives and relationships.
Marriage Counsellor, Dr. Nisha Khanna says romance is at the forefront during first few months of marriage, and in time, other important things take precedence, and romance takes a back seat. Bajaj Discover – IMRB Relationship survey research suggests the same, and is an eye opener to introspect on what can be done better to improve quality of life.
1,000 respondents were surveyed, equally split between married men and women across cities including Mumbai, Pune, Ahmedabad, Indore, Delhi, Chandigarh, Lucknow, Bangalore, Chennai, Kochi, Hyderabad, Kolkata and Bhubaneswar. On World Marriage Day, Bajaj Discover initiates the Zing Zong Ride, wherein 8 selected couples will ride 3000 kms, and make a heart shape on the map of India.