Beginning of new century and millennium is witnessing the rapid development of educational activities in the country. The fast changing information technology has created a tremendous opportunity for a student to choose one profession among the different professions available in the country. The enhanced importance of consumer behaviour in the recent development of the information system has provoked an interest in examining the aspirations of youths doing the professional courses in Lucknow city. In the rationale of modern marketing, the firm’s existence is dependent on customer’s satisfaction. Therefore, the knowledge of “what the present youth thinks” and “what consequently would contribute to his satisfaction” is at the requirement of the marketer. The present study aims to assess the aspirations of youth doing the different professional courses at Lucknow City. To achieve the objective of the study 300 randomly selected students of different institutes of Lucknow City were chosen. The study indicated that the inclination toward government job by the young aspirant is independent with the demographic profile of the respondents. Study also reveals those young aspirants are more interested in grasping the high opportunity job in comparison to high job security. However this trend is independent with the caste category of the respondent