Indian Consumer Spectrum Indicus Analytics The Segments in

Segmentation of Urban Indian Households Targeting the relevant consumer

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.

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

The Segments

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

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

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

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

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

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

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