Looking at the income and savings of this household class, they are more or less spending every dollar they earn and hence their savings are almost nothing. The most significant factor concerning this class of household are their changing tastes and their quest to try new and different things, this is where marketing strategies plays its part and attract these household consumers to consume new varieties of goods offered in the market, and therefore their invoice after the shopping has more items then listed in their shopping list.
The consumer buying process corresponds to how consumers make decisions and the consumer research revolves around this question and tries to find ways to manipulate this decision making process of consumer. The first and foremost factor in the buying process is the allocation of their budget across various goods, this may include the weekly allocations for their visits to restaurants, transport expense etc. Second is the identification of different alternatives, this may include different brands for corn flakes or different flavors for corn flakes. Next is the evaluation of these alternatives in terms of their preferences and tastes and finally, the decision process is completed when they buy the best alternative (according to their perception) of all. As stated earlier that the young single households are looking forward to new goods, their buying process of choosing between the alternatives is not something very clear to them, the attractive packaged products or highly advertised products can force them to choose these products instead of the regular brand they buy every time, for example, if a single-sized packaged food is highly advertised with tag line attracting a young single household, he will be buying that product next time when he/she will go for shopping.
According to ABS, the young singles category is expending more than the average weekly expenditure of $1236. The increase in expenditure on food and non-alcoholic beverages (34% of the weekly expenses in 2009-2010: ABS) and recreation (41% of the weekly expenses in 2009-2010: ABS) has been increased considerably over the past few years and this household category has played a significant role in driving these expenses up. According to ABS, the total weekly earnings of the full time adult is $ 1376.3 and as this household category is consistent with this classification of this income earning class, the young single class is earning $ 1376.3 on weekly basis. Looking at the housing of this household class, they mostly rent apartments and the rent payments have been increased by $32 since 2004 (ABS). A large part of the expenditure has been contributed to travelling expenses that is 18% (ABS), subjected to the inclusion of non-cash benefits in the salary.