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Juxt India Drives 2010 Study

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The India Drives gives a deeper profiling of urban and rural Indian households owning various types of vehicles and how they differ in their consumption lifestyle and preferences – includes details …

The India Drives gives a deeper profiling of urban and rural Indian households owning various types of vehicles and how they differ in their consumption lifestyle and preferences – includes details about their location, economic status, assets ownerships, monthly and annual household expenditure on main spend heads, consumption of personal and household products, brands preferred, leisure, holiday and entertainment preferences, day-to-day lifestyle interests, health status and media usage

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  • 1. India Drives 2010 Demographic, Psychographic & Consumption Lifestyle profiling of 4- & 2-Wheeler Owners in India
  • 2. Highlights! • Size estimation of both 4- and 2-Wheelers owned in the household as well as of individuals driving these vehicles • Captures all 4- and 2-Wheelers owned and used in the household with ‘type’ and ‘brand’ owned (Motorcycle by CC, Self- or Kick-start Geared & Gearless Scooter, Small Car - up to Rs.3 lakhs, Performance Hatchback - Rs.3 to 5 lakhs, Mid Segment Car - Rs.5 to 8 lakhs/MUV, Premium Car/SUV – Rs.8 to 14 lakhs, Luxury Car/SUV - above Rs.14 lakhs) • Detailed socio-economic and consumption lifestyle profiling of households owning these vehicles and individuals driving these vehicles • Segmentation and profiling based on one of the largest single survey in the country – covering over 57,000 households across all the mainland states and UT’s
  • 3.  Most ‘recent’ and ‘representative’ survey-based estimate of vehicles owned in Indian households and individuals driving them Estimates based on a very large land survey of over 259,000 individuals living in 57,000 households spread across all mainland states & union territories of the country. Survey conducted in Apr–May 2010 covering 37,000 households in 101 cities and 20,000 households in 1,000+ villages  Highly ‘comprehensive’ profiling of vehicle owning households and individual users - demographics, psychographics & consumption lifestyles A deeper profiling of urban and rural Indian households owning various types of vehicles and how they differ in their consumption lifestyle and preferences – includes details about their location, economic status, assets ownerships, monthly and annual household expenditure on main spend heads, consumption of personal and household products, brands preferred, leisure, holiday and entertainment preferences, day-to-day lifestyle interests, health status and media usage Study Overview
  • 4. Study Methodology  A large-scale land survey was conducted to estimate and profile Indian families, their socio- economic status, vehicle ownerships and individual and household level consumption behavior. The survey covered ‘towns’ and ‘villages’ of all population strata in all the mainland states and UT’s in India (covering all the key, and 69 of the total 77 regions in India as classified by NSSO)  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 make the survey findings representative of the entire Indian population (and not just of the surveyed households and individuals) appropriate state-wise, urban district/village class and SEC combination level household ‘representation weights’, as derived from the authentic ‘Govt. of India’ base-level population statistics (NSSO/Census), were applied to the survey data
  • 5. No Vehicle Home Don’t own any vehicle in the HH 2-Wheeler Home Owns only 2-Wheelers 4-Wheeler Home Owns only 4-Wheelers Multi Vehicle Home Owns both 4- and a 2-Wheeler No Car Don’t own a car at all Economy Most expensive car up to Rs.3 lakhs Mid Size Most expensive car between Rs.3 to 8 lakhs Premium Most expensive car above Rs.8 lakhs Segmentation of Vehicle Owning Households (by ‘number’ of vehicles owned in the HH) Segmentation 1 (by ‘type’ of car owned in the HH) Segmentation 2
  • 6. No Bike Don’t own a motorcycle at all Economy 100cc or below Performance 125cc Premium 150cc Hi-End 180cc or above No Scooter Don’t own a scooter at all Conventional Geared Scooter – Kick start Contemporary Geared Scooter – Self start New Age Gearless Scooter – Kick/Self start Segmentation of Vehicle Owning Households (by ‘type’ of motorcycle owned in the HH) Segmentation 3 (by ‘type’ of scooter owned in the HH) Segmentation 4
  • 7. Modest Drives a scooter Enterprising Drives a motorcycle Upgrading Drives a small car Climber Drives a performance/mid size car Arrived Drives a premium/luxury car Segmentation 5 Segmentation of Individual Drivers (by ‘type’ of vehicle driven)
  • 8. • The findings of the ‘India Drives 2010’ study are available as query-based online datasets with data presented as tables/graphs/charts • They can be bought as an ‘independent supplementary dataset’ or as part of the larger ‘household/individual consumers master datasets’ ‘India Drives 2010’ is one of the ‘category’ study from Juxt and is part and parcel of its larger mega offline syndication offering called ‘India Consumer Landscape’. India Consumer Landscape incorporates many such category studies which are called supplementary studies or datasets Each of the supplementary study or dataset presents findings at a specific ‘consumer segmentation’ level or a specific ‘product category’ level (see next slide for a detailed view of all master and supplementary datasets on offer under the umbrella of ‘India Consumer landscape’) Reporting Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey
  • 9. Indian Shoppers Shopping Orientation & preferences Juxt India Consumer Landscape Syndicated Study Datasets Product Category Datasets India Mobile Mobil Service & Handsets India Bytes Personal Computers India Drives Automobiles India Banks Personal Banking India Insured Life, Gen Insurance India Plugged Home Durables India Drinks Alcoholic Drinks India Smokes Cigarettes India Grooming Personal Care India Pack Foodies Processed Food Individual Consumer Master Dataset Master Datasets All Household Profile Data Household Master Dataset All Individual Profile Data Language, Community, Caste, Religion India Societal Landscape Lifestyle Diseases & Medication Preferences India Health Check India Hooked Indian Urbanites Urban SECs Indian Ruralites Rural SECs Indian Families Family composition & lifecycle stage Indian Generations Generational Age groups India Spending Powers Ability to Spend India Consumer Lifestyles Ability to Spend + Inclination to Spend India Affluents The Uppies & The Rich Indian HOH Chief Wage Earners of the Households Indian Women Women Consumers India Investing The Financial Investors Dominant & Integrated Media Usage (TV, Print, Radio, Internet) Holidays & Travel India Holidays Consumer Segment Datasets
  • 10. Pricing* * 10.3% service tax extra * Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset Single Supplementary Datasets Combo Datasets Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey ‘India Drives’ Dataset 1 Segmentation by ‘number’ of vehicles owned in the HH Rs. 150,000 (all household level data but segmented only by ‘no.’ of vehicles owned in the HH) ‘India Drives’ Dataset 1 + 2 Rs. 240,000 +  Rs. 500,000 ‘India Drives’ Dataset 2 Segmentation by ‘type’ of car owned in the HH Rs. 150,000 (all household level data but segmented only by ‘type’ of car owned in the HH) ‘India Drives’ Dataset 3 Segmentation by ‘type’ of motorcycle owned in the HH Rs. 150,000 (all household level data but segmented only by ‘type’ of motorcycle owned in the HH) ‘India Drives’ Dataset 4 Segmentation by ‘type’ of scooter owned in the HH Rs. 150,000 (all household level data but segmented only by ‘type’ of scooter owned in the HH) Household Master Dataset Rs. 400,000 (Data for all household level vehicle ownerships for individual vehicle types) (All available data at the household level) (At all levels – all India, urban, rural, state-wise, town class-wise, village class-wise, urban district-wise for top 25 urban districts) or ‘India Drives’ Dataset 1 + 3 Rs. 240,000 or ‘India Drives’ Dataset 1 + 4 Rs. 240,000
  • 11. Pricing* * 10.3% service tax extra * Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset Single Supplementary Datasets Combo Datasets Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey ‘India Drives’ Dataset 5 Rs. 250,000 +  Rs. 700,000 Individual Consumer Master Dataset Rs. 600,000 (Data for vehicles driven individually for individual vehicle types) (All available data on individual consumers) (By frequency, intensity and type smoked individually) (At all geographic levels – all India, urban, rural, state- wise, town class-wise, village class-wise, urban district-wise for top 25 urban districts) ‘India Drives’ Dataset 5 Segmentation by ‘type’ of vehicle driven by individuals Rs. 250,000 (all individual level data segmented only by ‘type’ of vehicle driven)
  • 12. • Payment Terms : 50% advance, 50% after delivery of all datasets/reports • Delivery Timeline : ‘India Drives’ Datasets 1, 2, 3, 4 or 5 3 days from date of order after 30th August 2010 (2 weeks if 3 or more datasets) : Master Dataset (Household / Individual Consumer) Anytime on order after 30th August 2010 : PowerPoint Report 1 week per dataset report each from date of order after 30th August 2010 • Reporting Format : Query access based online dataset Payment Terms & Delivery
  • 13. Size estimates of Vehicle Owners in India (All India, Urban/Rural, Zone-wise, State-wise, City-type wise, Village-type wise, For top 25 urban districts) • Size estimates of households with various types of vehicles in them (Car, Motorcycle, Scooter, Bicycle), Size estimate of individuals driving these vehicles • Average number of vehicles per household for each of these vehicle type, Average number of users per vehicle for each type • Penetration of various types of vehicles at both individual and household levels Geographics • Region, State, Urban/Rural area, City Type/Village Type, Top 25 individual urban districts Vehicle Ownership Details & Preferences • ‘Type’, ‘number’ of cars and ‘brands’ owned in the household by class segments (Economy, Performance, Mid Size, Premium, Luxury), by price segments (<3 lakhs, 3-4 lakhs, 4-5 lakhs, 5-8 lakhs, 8-14 lakhs, 14-20 lakhs, >20 lakhs), by utility type (Car/MUV/SUV) • ‘Type’ and ‘brand’ of car likely to buy in the next 1 year for all the above 3 classifications • ‘Type’, ‘number’ of motorcycles and ‘brands’ owned in the household by CC segments (<100cc, 100cc, 125cc, 150cc, 180cc, >180cc), ‘Type’ and ‘brand’ of motorcycle likely to buy in the next 1 year by CC Segments • ‘Type’, ‘number’ of scooters and ‘brands’ owned in the household by gear types (Geared Kick-start, Geared Self-start, Gearless Kick- start, Gearless Self-start, Moped), ‘Type’ and ‘brand’ of scooter likely to buy in the next 1 year by these segments • Household classification by current ownership vis-à-vis likely to buy for each vehicle type (intending replacement buyer, intending first time buyer, non-intending current user, non-intending non-user) • India Drives 2010 (Information Coverage)
  • 14. Personal Profile of Individual driving the Vehicle (only demographic profile based on all members of the household, other profile details based on profile of only the respondent answering for the household) • 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, Education, Medium of Education, Preferred language of reading • Personal Psychographics: Self perception of own physique (physical fitness and looks), Most important priorities in life currently, Current hobbies and interests, Living celebrity currently identify with the most, Favorite indoor entertainment activities, Favorite outdoor entertainment activities, Parameter that defines ‘status in the society’ for them • Buying Orientation: Price-quality orientation, Attributes give weight-age to when buying, Factors give weight-age to when deciding place of buying, whether responded to a marketing/advertising stimulus in the past Personal Consumption Lifestyle Orientation • Consumption Lifestyle Classification • Level of socialization/social influence (how inclined to interact with others in spending spare time at home, outside, in party/get- together, in deciding to buy products/services) • Level of consumption Impulse (how inclined to keep abreast with lifestyle trends, buy what’s latest & trendy, frequency of replacing things at home, frequency of shopping, enthusiasm towards shopping, whether to consume or save if income increases, whether to consume or save if income declines) Personal Consumption Lifestyle • Other Vehicle: type of other vehicles driven apart from the one being analyzed (car, scooter, motorcycle) along with the brand used India Drives 2010 (Information Coverage)
  • 15. • Mobile Phone: whether a mobile user, no. of connections, no. of handsets used, handset price, type of connection plan, 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 if used at home • Internet: whether an internet user, place from where accessing internet, whether uses internet on mobile phone • Smoking: whether smoke cigarette, with what frequency, no. of sticks smoked daily, type of cigarette smoked, brand smoked • Alcohol: whether drink alcohol, with what frequency, type of alcohol consumed, brand consumed • Insurance: whether has a life insurance policy and how many • Banking:  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 owned, card types, card brands, card issuing banks • Personal Care Products: whether uses and brand used (Face cream, Deodorant, Body lotion/Moisturizer, Lipstick, Hair color, Face wash, Fairness cream, Shampoo, Conditioner, Hand wash, Hair oil, Hair cream/gel, Toilet Paper) • Processed Food Products: whether uses and brand used (Packaged vegetables, Noodles, Ketchup/Sauce, Cold drinks, Bottled/Mineral water, Packaged Fruit Juice, Chocolates, Packaged snacks like chips & namkeen, Cornflakes/Processed cereals, Chyawanprash, Cheese, Milk additive/ supplement, Eating Fast Food, Home delivery of food) • Lifestyle Products: whether uses and brand used (Jeans, Sports shoe, Readymade shirt & trouser, Watch, Air Travel, 3 star+ hotel stay) • Some Products in rural households only (Packaged Biscuits, Refined Oil, Butter, Jam, Packaged Pickles, Battery/Cell, Travel by train, Stays in a hotel, Battery/Cell, Travel by train, Stays in a hotel) • Holidaying - whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad, frequency of taking such holidays, favorite destinations India Drives 2010 (Information Coverage)
  • 16. Personal Health Profile • Whether suffers from any serious lifestyle disease and which one (Low Blood Pressure, High Blood Pressure, Diabetes, Thyroid Problem, Arthritis, Chronic Bronchitis/Asthma, Spondylitis, Obesity, Piles) • Preference for type of treatment for the above mentioned lifestyle diseases • Preference for type treatment/medication and brands used for some casual lifestyle diseases when they occur (Cough & Cold, Head ache, Muscular pain, Indigestion, Acidity, Acne/Pimples, Fever, Allergy, General weakness, Toothache) Personal Media Usage (of only the respondent answering for the household and not of all members of the household) • Type of TV content watched and the most watched TV channels for each type (Entertainment/Serials/Reality Shows, News, Movies, Music, Business News & Info, Spiritual/Devotional, Sports, Cartoon) • Type of newspaper/magazine read and the most read brands for each type (Regular Newspaper, Business Newspaper, Regular Magazine, Business Magazine) • Most listened to radio channels India Drives 2010 (Information Coverage)
  • 17. Socio-Economic Profile of the Vehicle Owning Households • 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 (carpet area) of house living in • Total monthly household expenditure (MHE) with allocation on main spend heads (Rent, Telephone Bill, Electricity Bill, Kitchen Fuel, Daily Transport/Conveyance, Loans & other liability payments, Basic Food/Grocery, Basic Toiletries, Processed Food & Snacks, Grooming products, Indoor entertainment, Outdoor entertainment, Farm Equipment maintenance, Cattle Fodder/Feed), MHE as % of MHI • Annual consumption expenditures on main spend heads (Clothing, Footwear, Watches, Fashion accessories, Gold/Precious Jewelry, Durables/Appliance purchase, Vehicle maintenance, Holidays, Financial investments, Savings, Farm Equipment purchase and repair, Seed purchase, Cattle purchase, Fertilizer/Pesticide Purchase, House/Roof repairing) • Asset owned in the household (House, Land, Car, Motorcycle, Scooter, Bicycle, B/W TV, Color TV, TV Connection, Fridge, Washing Machine, Air Conditioner, Microwave, Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video Camera, Computer, Video Games, Food processor, Water purifier, Toaster/Sandwich maker, Power backup, Landline phone, Tractor, Tube well/Pump, Transistor/Radio) • 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) • Loans currently running in the household (both number and type of loans), type of loan likely to take in next 1 year • Family size, Family classification by lifecycle stage, Religion , Community, Caste, Preferred language of reading • Highest occupation and education level in the HH, Neo-SEC Classification, CWE Occupation & Education, Conventional SEC classification • Users per household – computer users, internet users, mobile users, saving account holders, credit card holders, drink alcohol, smokers, suffer from a serious lifestyle disease India Drives 2010 (Information Coverage)
  • 18. Contact Details • Address : 3, Kehar Singh Estate, 1st Floor, Westend Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030 • Telephone : +91-11-29535098, +91-9811256502 • Contact Person : Sanjay Tiwari • Email : sanjay@juxtconsult.com • Website : www.juxtconsult.com
  • 19. Thank You!