An Exploratory Study on the Spending Pattern of DINK (Double Income No Kids) Community from India

Dual income, no kids (DINK) is a phrase for a household in which there are two incomes and no children. In India, the number of DINK couples is now slowly increasing. It has been observed that around 65% of newly married couples don't prefer to go for a child (Investopedia 2021). This research paper is a humble attempt to understand the psyche of the DINK community from Pune region. The research paper aims to throw light on changing cultural and social framework of family structure in 21^st century and its impact on the spending pattern. The paper will also assess the uniqueness in spending pattern of DINK. The research methodology intended to include discussions along with interviews by developing a structured questionnaire which would also result in comparative analysis. DINK could be potential targets for the marketers for niche products and services. There is lot of scope for this target audience for promoting expensive cars, vacations and many. By analysing various articles related to DINK, the paper concluded with common trends of spending pattern by the DINK community, their characteristics as well as gaps in research with potential directions for future DINK research in India.