50 per cent Indian men from North India "want to be rich enough to buy anything they want."
Only 14.3 % strongly believe "it is really true that money can buy happiness".
In Chennai, 69% Indian men were classified as "highly materialistic".
The pattern of male materialism is evenly spread, but the South do emerge as the zone showing the most proportion of highly materialistic men (41%) followed by West (37%) and then closely by the North (36%). The least in this respect, perhaps fitting a popular conception, is the East zone (33%).
The findings show that more than a third of the men exhibit materialistic attitudes of a high or very high order and while there are about 28% moderates, only 13% exhibit very low levels of materialistic attitudes.
After in-depth discussions and literature review, three aspects of the materialistic man were chosen. These were a) acquisitiveness, b) primacy of money, and c) predisposition to ownership of nicer things. The findings show that more than a third of the men exhibit materialistic attitudes of a high or very high order, about 28 per cent are moderates and only 13 per cent exhibit very low levels of materialistic attitudes.
Tell us your experiences of being an Indian man or living with one.
Untitled Document
Guy Talk
Jeffrey Vardon, 42:
Earlier, they (Chennai men) were all MCPs. Now the man is far more relaxed. He is willing to listen to his wife.
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Man the Materialist
Jeffrey Vardon, 42: