Juxt India Consumer Landscape 2013
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Juxt India Consumer Landscape 2013

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A collection of insights on multiple consumer segments in India. ...

A collection of insights on multiple consumer segments in India.
It goes beyond the top cities and large towns
-Covering 109 urban centres
-Covering 196 villages
-Covering 80 of the 88 NSSO regions
-From length and breadth of India: J&K to Puducherry; Goa to Sikkim

Segments -
Indian Urbanites (Urban SECs)
India That is Bharat (Rural SECs)
Indian Women
Indian Youth
Indian Families (by Lifecycle stage)
Indian Generations (Segmentation based on Age Groups)
Indian HOH (Understanding Chief Age Earners)
Indian Societal Landscapes
India Banks (Banking)
India Bytes (PCs and Tablets)
India Drives (Automobile)
India Insures (Insurance)
India Invests (Loan)
India Shops (Retail)
India Hooked (Television Consumption)
India Plugged (Consumer Durables)

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Juxt India Consumer Landscape 2013 Juxt India Consumer Landscape 2013 Presentation Transcript

  • India Consumer Landscape 2013 Insights on Indian Consumers and Households
  •  Identify new target segments and sub-segments  Understand the changing priorities of your target groups  Their changing demographic/socio-economic profile  Their changing media (especially new media) usage  Plan your media mix  Form informed hypotheses  Discover complete new opportunities Makes it easier for you to… 2
  • 3 Helps you in knowing the size of the target segment and in figuring out where they can be found and targeted…
  • 4 Some segments at a glance…
  • The Indian Consumer Generations 2013 5 296,662,634 25 – 39 Years (Prime Adulthood) 184,862,661 40 – 54 Years (Middle Age) 357,477,802 13 – 24 Years (Teenager, Young Adult) 264,407,490 Up to 12 Years (Child) 81,963,564 55 Years & Above (Elderly) A G E P R O G R E S S I O N Gen Future Gen Next Gen Yest Gen Vintg Gen Now I N D E P E N D E N C E P R O G R E S S I O N India 2010 India 2030 India 1985 India 2000 India 2020 In the Indian context, where young people usually attain financial independence and stability mainly in their 20’s, one may take the young between 13-24 years mostly representing the ‘Generation Next’ and the young who are 25 years or more as part of ‘Generation Now’ * Note – The model is indicative of the main natural generation transition points between ages. It is not meant to be an exhaustive depiction of all possible transition points 52.5% of India’s population of 1.18 billion is below the age of 24!
  • Great Indian Families Study 2013 6 3,818,036 HH 1,575,659 HH 12,249,707 HH 139,435,601 HH 1,069,100 HH 5,133,740 HH 2,733,642 HH 3,691,190 HH HH = Households
  • Indian Women 2013 7 92,897,222 Girl Kids Less than 12 year old unmarried girl child 59,394,180 Women Students Unmarried and studying 23,525,607 Working Maidens Unmarried and working 47,522,075 Working Moms Married with children and working 58,411,210 Working Wives Married and working 180,400,408 Houswife Moms Married with children and not working 203,514,410 Houswives Married and not working Segmentation of Women Consumers - by a combination of their ‘occupational’ and ‘marital’ status
  • What other segments are there? 8
  •  Indian Urbanites (Urban SECs)  India That is Bharat (Rural SECs)  Indian Women  Indian Youth  Indian Families (by Lifecycle stage)  Indian Generations (Segmentation based on Age Groups)  Indian HOH (Understanding Chief Age Earners)  Indian Societal Landscapes Demographic Segments 9
  •  India Banks (Banking)  India Bytes (PCs and Tablets)  India Drives (Automobile)  India Insures (Insurance)  India Invests (Loan)  India Shops (Retail)  India Hooked (Television Consumption)  India Plugged (Consumer Durables) Segments based on Product/Service Categories 10
  • What all information area is covered? 11
  •  Size Estimates & Classification  Total households, By urban/rural divide, By family size  Geographic  Region, State, Urban/Rural area, City Type/Village Type  Socio-Economic Profile  Family size, Family classification by lifecycle stage  Highest occupation and education level in the household, Neo-SEC Classification  CWE Occupation, CWE Education, Old-SEC Classification  CWE Education, No. of Assets in HH, New-SEC Classification  CWE Medium of Education, Conventional SEC classification (CWE occupation-education)  Religion , Community, Caste, Preferred language of reading  Economic Status of the Household  Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family  Average per capita household income  Ownership status of house living in, Size of the house living in (carpet area)  Financial asset ownerships (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance, Accidental Insurance, House Insurance, Mutual Funds, Company Shares/Stocks, Chit Fund Deposits, Crop Insurance) Household Dataset - Information Coverage 12
  •  Household Consumption & Lifestyle Profile  Physical asset ownership with category and brand (TV, TV connection, Refrigerator, Washing Machine, Car, Scooter, Motorcycle, Desktop, Laptop, Tablet)  Physical asset ownership (Electricity Connection, Ceiling Fan, LPG Stove, Induction Cooker, Music System, Portable Music Player, VCD/DVD player, Video Games, Air Conditioner, Microwave, Food processor/Mixer/Grinder, Toaster/Sandwich Maker, Water purifier, Commercial Vehicle, Tractor, Bicycle, Inverter/Generator,, Landline phone, Film Camera, Digital Camera, Video Camera)  Current investments (Land, House, Fixed Deposit, Shares, Mutual Fund, Chit Funds, Shops, Jewelry)  Loans with value & source (Home, Car, 2- wheeler, Education, Durable, Personal, Business, Agricultural, Social Event related)  Investment plans in next one year (Property , Equity, Debt, Jewelry, Insurance, Education)  Expenditure plans in next one year (Automobile, Furniture, Home Improvement, Travel, Social Functions)  Shopping preference, what do they buy from where?  Users per Household (Computer Users, Internet Users, Mobile Users, Saving Account Holders, Credit Card Holders, Life Insurance Policy Holders, Drive Automobile) Household Dataset - Information Coverage 13
  •  Household Level Penetrations  Household Durables (Electricity Connection, Ceiling Fan, LPG Stove, Induction Cooker, Music System, Portable Music Player, VCD/DVD player, Video Games, Air Conditioner, Microwave, Food processor/Mixer/Grinder, Toaster/Sandwich Maker, Water purifier, Commercial Vehicle, Tractor, Bicycle, Inverter/Generator, Landline phone, Film Camera, Digital Camera, Video Camera)  Financial Instruments (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance, Accidental Insurance, House Insurance, Mutual Funds, Company Shares/Stocks, Chit Fund Deposits, Bank Loans, Remittance from abroad) Household Dataset - Information Coverage 14
  •  Size Estimates of Indian Population  Total Individuals, By urban/rural divide  Geographic  Region, State, Urban/Rural area, City Type/Village Type  Personal Demographics  Gender, Age, Marital Status, Generational classification by age  Status in the household (CWE or other earning member or dependent member of the household), Occupation, Individual Income classification (if earning), Education, Medium of Education  Religion, Community, Caste, Mother Tongue, Preferred language of reading  Household’s Socio-Economic Profile  Family classification by lifecycle stage, Family size  Highest occupation and education level in the household, Neo-SEC Classification, CWE Occupation, CWE Education, Conventional SEC classification, New SEC classification  Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, Average per capita household income, Spending power classification, Ownership status and size (carper area) of house living in  Asset owned in the household Individuals Dataset - Information Coverage 15
  •  Personal Consumption Lifestyle  Vehicle: type of vehicle driven (car, scooter, motorcycle)  Mobile Phone: whether a mobile user, no. of connections, service provider name, no. of handsets used, handset brand and model, handset price, type of connection plan, average minutes talked daily, monthly bill, service subscribed to on the most used connection, features present on the most used handset, whether listens to music on a mobile device  Computer: whether a computer user, place from where accessing computer, type of computer used at home  Internet: whether an internet user, place from where accessing internet, frequency of accessing internet, whether uses internet on mobile phone, whether uses internet using laptop while traveling,  Banking & Investment: whether has a saving account, how many accounts and with which type of institution (bank/coop bank/post office), whether owns a credit card, no. of credit cards; whether owns a demat acount  Insurance: whether has life/medical/accident insurance policy and how many of each of these policies  Media Consumption: type of media used (TV/Radio/Gen Newspapers, Business Newspapers, Gen Magazines, Business Magazines) Individuals Dataset - Information Coverage 16
  •  Household Asset Ownership  Physical asset owned in the household and brand owned for the following assets (TV, TV connection, Refrigerator, Washing Machine, Car, Scooter, Motorcycle, Desktop, Laptop, Tablet)  Financial asset ownerships in the household (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance, Accidental Insurance, House Insurance, Mutual Funds, Company Stocks, Chit Fund Deposits, Crop Insurance)  Household Buying/Investing Intention  Likeliness of the Household investing in the following (Property, Equity, Debt, Jewelry, Insurance, Higher Education)  Likeliness of the Household buying the following (Automobile, Furniture, Home Improvement, International Travel/Luxury Holiday, Large Social Functions, Paying off Loan) Individuals Dataset - Information Coverage 17
  • Methodology 18
  •  Most ‘recent and representative’ survey-based estimates of mobile phone users in urban and rural India  User-ship estimates based on a very large land survey of over 121,311 individuals spread across all mainland states & union territories (covering all the telecom circles) of the country. Survey conducted in May–July 2013 among 24225 households in 109 towns and 5,841 households in 196 villages – a total of over 30,066 households  Most ‘comprehensive’ profiling of Indian mobile users – in their demographics, socio-economic and key mobile usage dynamics  A deeper profiling of the Indian mobile users, their consumption lifestyle and their mobile usage - including details about their location, economic status, and their mobile handset and service usage patterns and preferences  Demographic profiling and individual level SIM and handset ownerships data is based on all mobile using individuals living in the surveyed households. Mobile usage details and lifestyle profiling is based on the mobile using respondent members in the surveyed households (those answering questions on behalf of their respective households) Offline Enumeration Study Overview 19
  •  A large-scale land survey was conducted to profile and estimate the Indian mobile users. The survey covered ‘towns’ and ‘villages’ of all population strata in all the mainland states and union territories in India (covering all the key, and 80 of the total 88 regions in India as classified by NSSO) – all 23 telecom circles were covered extensively  Though the selection of towns and villages was ‘purposive’, the sampling within the towns was done on ‘2-stage random’ basis (firstly a random selection of polling booths, and then a random selection of households from the electoral list within each of these randomly selected polling booths); within villages sampling was done on ‘systematic random’ basis (selection of every nth house in the village)  To estimate the mobile user-ship correctly and to make the findings representative of all mobile users in India (and not just of those surveyed), telecom circle-wise, urban town/village class and SEC combination level ‘household representation weights’ as derived from authentic ‘Govt. of India’ base-level population statistics (NSSO/Census 20111) were applied to the survey data Offline Enumeration Study Methodology 20
  • Offline Enumeration Study Geographical Coverage 21
  • Pricing 22
  •  A. Each Dataset (In MS Excel format) : Rs. 1,50,000  B. Analyzed Topline Report (in MS Power Point format) : Rs. 2,00,000  C. Online Reporting Engine Access (Access to dataset data on Tableau Reporting Software) : Rs. 1,75,000 per log-in  D. Custom queries (48hrs turn around time from receiving payment) - 1 custom query (restricted to 5 data cuts/banners/top-breaks and 15 cross tabulated/side break tables within the available variables of the dataset): Rs. 50,000 - Annual upfront subscription of 12 queries in a calendar year (restricted to 5 data cuts/banners/top-breaks and 15 cross tabulated/side break tables within the available variables of the dataset): Rs. 2,50,000 Pricing* 23* Excluding Taxes
  •  Combo Offers: If you want to order more than one format then, the pricing is as, A+B+C+D = Rs. 5,00,000 A+B+C = Rs. 3,50,000 B+C+D = Rs. 4,00,000 A+B = Rs. 2,50,000 A+C = Rs. 2,50,000 B+C = Rs. 2,50,000 B+D = Rs. 3,00,000  *A = Each Dataset (In MS Excel format) B = Analyzed Topline Report (in MS Power Point format) C = Online Reporting Engine Access (Access to dataset data on Tableau Reporting Software) D = Custom queries (as previous slide)  Trade Discounts: 1. If ordering up to 4 reports/datasets etc. - Flat 15% 2. 5 to 9 segment/vertical reports/datasets etc. - Flat 20% 3. Above 10 segment/vertical reports/datasets etc. - Flat 25% 4. For existing clients of Juxt, Smartmandate, TelecomWatch & Drizzlin there is +10% discount Pricing* 24* Excluding Taxes
  •  Payment Terms :100% against order confirmation  Delivery Timeline : Syndicated Dataset Excels Within 12 - 24 hours of payment confirmation : Customized Dataset Excels* Within 24-48 hours of payment confirmation : Online Reporting tool - Tableau Login Within 12-24 hours of payment confirmation : Analyzed Topline Report (Powerpoint presentation) Within 5-7 working days of payment confirmation Payment Terms & Delivery 25
  • Mrutyunjay Mishra mrutyunjay@juxtconsult.com Address : 23 (4th Floor), Hauz Khas Village New Delhi - 110016 Telephone : +91-11-29535098, +91-9717133445 Website : www.juxtconsult.com Contact Us 26
  • Thank You 27