Segments in Indicus Consumer Spectrum

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egmentation of Urban Indian Households - Targeting the relevant consumer …

egmentation of Urban Indian Households - Targeting the relevant consumer
This product has been designed to help marketers understand the essence of 33 Consumer Segments, which together represent the entire urban spectrum of India. It highlights the key features which make each segment distinctive. The purpose of this work is to help marketers devise advertising and communications strategies and fine tune their sales strategies. The two key dimensions are lifestyle stages of chief wage earners of households and their skill levels. The first defines their needs and the second defines their earning abilities.

The Grouping Mechanism
Reflects differences in Lifestyles Preferences Needs Characteristics Social Household Individual Psychographic
Workable solution requires Not too many segments, Not too few either. A systematic method - Not merely conceptual, Strong Empirical underpinnings, based on Propensities to Spend, Save, Earn
Similar to methods used internationally But India focused. Two tier approach - First tier: Conceptual, Second Tier: Empirical. Simple to visualize and use. Accounts for consumer heterogeneity

Chief Wage Earner’s Profile
Age - Proportions in various age categories (19-24 years, 25-34 years, 35-44 years, 45-54 years, 55-64 years, > 64 years)
Marital Status - Proportions - Never Married, Currently Married, Widowed, Divorced
Education - Proportions in 10 classifications ranging from illiterate to post graduates & above
Proportions working in 6 industry types - manufacturing, wholesale & retail trade, etc.
Type of Enterprise they work for - Proportions in Proprietorship, Partnership, Govt/ PSU, Public/ Private Ltd, Not for Profit, etc.
Occupation Type - Proportions self employed, employees, others.

Household profiles
Gender distribution for 4 age categories - 45 years
Proportions of various household sizes - 1, 2, 3, 4, 5, and > 5 member households
Composition - Minors (proportions having none, 1-2, and more than 2), Senior citizens (proportions having none, 1-2, and more than 2)
Adult members of the households - Proportions in 10 classifications ranging from illiterate to post graduates & above
Members employed - Proportions of one, two and more than two members of the household employed

Chief Wage Earner’s Spouse
Education - Proportions in 10 classifications ranging from illiterate to post graduates & above
Occupation - Proportions in 5 classifications home makers, students, employed, seeking employment, others


Social group representation in the segment - SC, ST, OBC, General
Income distribution
Spending Pattern across 5 major categories, and further expansion with each of the 5 major categories (3 to 5 in each)
Residences - Rented residences v/s owned residences, Apartments v/s independent houses
Asset ownership - 4 wheelers, 2 wheelers, TV, Refrigerator, Air Conditioner

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Transcript

  • 1. Indian Consumer Spectrum Indicus Analytics The Segments in
  • 2. Segmentation of Urban Indian Households Targeting the relevant consumer
  • 3. Purpose This product has been designed to help marketers understand the essence of 33 Consumer Segments, which together represent the entire urban spectrum of India. It highlights the key features which make each segment distinctive. The purpose of this work is to help marketers devise advertising and communications strategies and focus their sales and marketing strategies. The two key dimensions are lifestyle stages of chief wage earners of households and their skill levels. The first defines their needs and the second defines their earning abilities.
  • 4. Segments Alpha numeric codes A1 A2 A3 A4 A5 B1 B2 B3 C1 C2 C3 C4 C5 C6 D1 D2 E1 E2 E3 E4 E5 E6 E7 E8 F1 F2 F3 G1 G2 G3 G4 G5 H1 Alpha code denotes skill and earnings potential of the chief wage earners, A denotes the highest level and H the lowest Numeric code denotes the life stage of the chief wage earners and his/ her needs, 1 is the entry level usually singles See next slide for the complete segment grid
  • 5. The Segments
  • 6.
    • The entire consumer segment is available on order, for all the 33 segments.
    • Segment details consist of:
    • 1. Chief Wage Earner’s Profile
    • Age - Proportions in various age categories (19-24 years, 25-34 years, 35-44 years, 45-54 years, 55-64 years, > 64 years)
    • Marital Status - Proportions - Never Married, Currently Married, Wodowed, Divorced
    • Education - Proportions in 10 classifications ranging from illiterate to post graduates & above
    • Proportions working in 6 industry types - manufacturing, wholesale & retail trade, etc.
    • Type of Enterprise they work for - Proportions in Proprietorship, Partnership, Govt/ PSU, Public/ Private Ltd, Not for Profit, etc.
    • Occupation Type - Proportions self employed, employees, others.
    • …… continued
  • 7.
    • 2. Household profiles
    • Gender distribution for 4 age categories - <18 years, 18-24 years, 25-45 years, > 45 years
    • Proportions of various household sizes - 1, 2, 3, 4, 5, and > 5 member households
    • Composition - Minors (proportions having none, 1-2, and more than 2), Senior citizens (proportions having none, 1-2, and more than 2)
    • Adult members of the households - Proportions in 10 classifications ranging from illiterate to post graduates & above
    • Members employed - Proportions of one, two and more than two members of the household employed
    • …… continued
  • 8.
    • 3. Chief Wage Earner’s Spouse
    • Education - Proportions in 10 classifications ranging from illiterate to post graduates & above
    • Occupation - Proportions in 5 classifications home makers, students, employed, seeking employment, others
    • 4. Other Characteristics
    • Social group representation in the segment - SC, ST, OBC, General
    • Income distribution
    • Spending Pattern across 5 major categories, and further expansion with each of the 5 major categories (3 to 5 in each)
    • Residences - Rented residences v/s owned residences, Apartments v/s independent houses
    • Asset ownership - 4 wheelers, 2 wheelers, TV, Refrigerator, Air Conditioner
  • 9. Please send your inquiries to: Indicus Analytics Pvt. Ltd. 2nd Floor, Nehru House, 4 Bahadur Shah Zafar Marg New Delhi- 110002. Phone: 91-11-42512400/01 E-mail: [email_address] www.indicus.net Other Indicus Products Market Skyline of India 2008-09 City Skyline of India 2008-09 City Skyline of India – neighbourhood series – 2008-09 Housing Skyline of India – 2008-09