Snapshot juxt indian urbanites study 2010


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Snapshot juxt indian urbanites study 2010

  1. 1. Indian Urbanites 2010 ‘ Demographic’ & ‘Psychographic’ profiling of urban Indian consumers by SEC segmentation
  2. 2. Highlights! <ul><li>The study ‘reclassifies’ the SEC of a family based on a more contemporary and ‘dynamic’ parameter of ‘highest education’ and ‘highest occupation’ level amongst all members in the household (as the family consumption gets driven by ‘all members’ living in the household and not just by the ‘chief wage earner’ of the house) </li></ul><ul><li>Profiles the reclassified 5 urban SECs comprehensively in their ‘demographic’, ‘psychographic’ and ‘consumption lifestyle’ characteristics, including ownerships of key household and financial assets </li></ul><ul><li>Size estimates and findings are based on one of the largest single surveys in the country (covering over 37,000 urban families living in 101 cities of all population strata spread across all regions and states, using ‘2-stage random sampling’ methodology) </li></ul>
  3. 3. The Socio-Economic Classification Grid Conventional SEC Parameters Reclassified SEC Parameters
  4. 4. Study Overview <ul><li>Most recent and representative survey-based estimates of the ‘reclassified’ socio-economic classification (SEC) of urban Indians </li></ul><ul><li>Estimate based on a very large land survey of over 259,000 individuals spread across all the mainland states and union territories of the country. Survey conducted in Apr–May 2010 among 37,000 households in 101 cities and 20,000 households in 1,000+ villages – a total of over 57,000 households </li></ul><ul><li>Most comprehensive profiling of urban Indian households – in their demographics, psychographics and consumption lifestyles </li></ul><ul><li>A deeper profiling of how urban Indian households belonging to various SEC groups are distinct from each other, including details about their location, economic status, household and financial assets ownerships, monthly and annual household expenditure on main spend heads, holiday and entertainment preferences, media usage and household consumption and brand preferences </li></ul>
  5. 5. Study Methodology <ul><li>A large-scale land survey was conducted to estimate and profile Indian families and their consumption lifestyle. 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 69 of the total 77 regions in India as classified by NSSO) </li></ul><ul><li>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 n th house in the village) </li></ul><ul><li>To make the survey findings representative of the entire urban Indian population (and not just of the surveyed households and individuals) appropriate state-wise, urban district 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 </li></ul>
  6. 6. Topline Findings
  7. 7. The Real SEC Scenario in India Juxt Neo Classification Conventional Classification Shift (Highest Education / Occupation - Any Member) (Education /Occupation – CWE) Urban Household Base                77,628,445               77,628,445 Sec-A 11% 9% +2% Sec-B 17% 14% +3% Sec-C 22% 17% +5% Sec-D 24% 23% +1% Sec-E 26% 37% -11% Rural Household Base             163,588,034             163,588,034 R1 19% 10% +9% R2 27% 19% +8% R3 18% 21% -3% R4 26% 27% -1% R5 10% 23% -13%
  8. 8. The ‘New’ Urban Indian Consumer Pyramid (Based on redefining SECs by the highest education and highest occupation level among all members in the household and not just of chief wage earner) * Total – 342 million individuals (78 million urban families) * NSSO/Census data projected for 2010 by Indicus Analytics 50% 22% 28% (+5%) (+5%) (-10%) (+4 mn) (+4 mn) (-8 mn) <ul><li>Numbers in brackets are the </li></ul><ul><li>differences from the CWE based </li></ul><ul><li>definition of SEC </li></ul>(+18 mn) (+17 mn) (-35 mn) SEC A SEC B 97 million SEC C 74 million SEC D SEC E 171 million Tier 1 The Consuming Class Tier 2 The Aspiring Class Tier 3 The Underprivileged (22 million families) (17 million families) (39 million families)
  9. 9. Urban ≠ Metros ≠ SEC A & B <ul><li>Only 1 in 5 of all urban Indians live in the metros </li></ul><ul><li>Metros account for only 1 in 4 SEC A (more than half of all SEC A live in the smallest ‘tier 4’ towns) </li></ul><ul><li>SEC ‘E’ is biggest segment at 82 million individuals (SEC ‘C’ and ‘D’ are also almost as big) </li></ul><ul><li>Almost half of all urban graduates belong to SEC C, D and E (but only a negligible CWE of these households are graduates) </li></ul><ul><li>Employment rate across all urban SECs is fairly similar (almost 1 in 3 individual across all SEC groups are gainfully employed) </li></ul>* Findings representative of all the 342 million urban individuals
  10. 10. <ul><li>CWE’s income accounts for 2/3 rd of the total MHI of SEC A and B households (but it accounts for only about half of the total MHI of SEC C, D and E households) </li></ul><ul><li>‘ Other members’ of the household in the lower SECs contributes almost as much money in the household kitty as the CWE </li></ul><ul><li>CWE of lower SEC households are noticeably more women (9% for SEC E against only 3% of SEC A) </li></ul>SEC ≠ CWE ≠ Household
  11. 11. SEC A ≠ Affluence ≠ English <ul><li>Only 1 in 6 SEC A households can be called ‘upper income’ households (almost half of them belong to ‘middle’ income groups at best - MHI between Rs.10,000-25,000). 4 out of 5 Indian urbanites are ‘lower middle/lower’ income households </li></ul><ul><li>If 1 in 3 employed SEC A works in the corporate world, an almost equally sizeable number of them are shop owners/traders/skilled workers </li></ul><ul><li>Shop owners/traders form the single largest occupational segment of SEC A and B CWE (around 27% for each). Among SEC C it is skilled workers (at 52%), while SEC D and E CWE are predominantly unskilled workers </li></ul><ul><li>Only 1 in 30 SEC A prefers to read in English (only 8% of them have their complete education in English) </li></ul>
  12. 12. Stands tall relatively, not absolutely… <ul><li>Average MHI of SEC A households is 2.3 times the national average (and 1.6 times that of SEC B households) but stands at only ` 15,910 . SEC D matches the national average, SEC C only marginally better </li></ul><ul><li>SEC A own ‘self-purchased’ houses the most (SEC C, D and E have ‘inherited’ house noticeably more) </li></ul><ul><li>Show noticeably high penetration of most household assets (yet only 1 in 10 SEC A household has power back up, 1 in 5 has water purifier, 1 in 7 has car, 1 in 8 has AC or microwave and 1 in 25 has video camera or LCD TV. Only 3% SEC A household invest in MF/Shares and only 1 in 8 have medical insurance) </li></ul><ul><li>SEC A (and B) individuals have ‘2-wheelers’ as their predominant vehicle </li></ul><ul><li>SEC A (and B) individuals take ‘leisure holidays’ relatively more, but even among SEC A only 12% take such holidays </li></ul>
  13. 13. Lower SECs catch up only on the basics… <ul><li>The assets with high or reasonable level penetration among lower SECs are own house, bank accounts, Color TV, VCD/DVD players and Fridge </li></ul><ul><li>Predominant vehicle among SEC D and E households (and even SEC C to some extent) is bicycles </li></ul><ul><li>On ‘personal care’ front, lower SECs use only fairness cream, shampoo and hair oil almost as much as the higher SECs (and lipstick also significantly) </li></ul><ul><li>On ‘convenience food’ front, they use only packaged snacks and cold drinks significantly </li></ul>
  14. 14. Different interests, different lifestyles <ul><li>‘ Money’ is the most important priority across SECs (even bigger priority among lower SEC households) </li></ul><ul><li>Higher SECs listen to music relatively more, read books relatively more and follow cinema and sports relatively more (lower SECs have cookery as a hobby as much as the higher SECs) </li></ul><ul><li>Higher SECs have noticeably better self-perceptions about their ‘looks’ than lower SECs, but not of their ‘fitness’ ( in fact, SEC A individuals suffer from lifestyle diseases relatively the most) </li></ul><ul><li>Higher SECs undertake more pastime activities ‘indoors’ (more of them watch TV/VCDs, listen to music, read books, chat on phone. But they play with their children only as much as the lower SECs) </li></ul><ul><li>Higher SECs see education, professional and material achievements as status symbols relatively more (the lower SECs see ‘caste one belongs to’ as a status symbol relatively more) </li></ul>
  15. 15. But show marketing relevant commonalities... <ul><li>Price Consciousness (even among SEC A, 3/4 th of them are ‘price conscious’ buyers) </li></ul><ul><li>Though giving highest importance to ‘price’, lower SECs give almost as much importance to ‘brand image’, ‘features/performance’ and ‘looks/design’ as higher SECs when buying </li></ul><ul><li>While 2/3 rd SEC A, B and C individuals watch TV, almost half of SEC D ones and 40% of SEC E ones also watch TV (though on the whole higher SECs use all media noticeably more) </li></ul><ul><li>And on TV, serials and movies are almost equally popular across all SEC groups (though news, music and sports are watched relatively more by higher SECs) </li></ul><ul><li>Sachin Tendulkar is the most looked up to living celebrity across SECs (though among lower SECs, Sonia Gandhi is as much looked up to as Sachin) </li></ul>
  16. 16. Report Details
  17. 17. <ul><li>The findings of the ‘Indian Urbanites 2010’ study are available as query-based online datasets with data presented as tables/graphs/charts </li></ul><ul><li>They can be bought as an ‘ independent supplementary dataset ’ or as part of the larger ‘ household master dataset ’ </li></ul><ul><li>‘ Indian Urbanites 2010’ is one of the ‘consumer segmentation’ 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 segmentation studies which are called supplementary studies or datasets </li></ul><ul><li>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’) </li></ul>Reporting Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey
  18. 18. 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 Indian 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
  19. 19. Pricing* ‘ Indian Urbanites’ Segmentation Dataset Rs. 60,000 per Urban SEC Segment (all relevant household data but only for one ‘Urban SEC segment’) * Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset Single Datasets Combo Datasets ‘ Indian Urbanites’ Segmentation Dataset 3 Urban SEC Segments - Rs. 150,000 (all relevant household data for the 3 ‘Urban SEC segments’) ‘ India Urbanites’ Segmentation Dataset All 5 Urban SEC Segments Rs. 200,000 (all relevant household data for all the 5 ‘Urban SEC segments’) +  Rs. 500,000 * 10.3% service tax extra Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey Household Master Dataset Rs. 400,000 (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)
  20. 20. Pricing* ‘ Indian Ruralites’ Segmentation Dataset Rs. 60,000 per Rural SEC Segment (all relevant household data but only for one ‘Rural SEC segment’) * Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset Single Datasets Combo Datasets ‘ India Ruralites’ Segmentation Dataset All 4 Rural SEC Segments + ‘ India Urbanites’ Segmentation Dataset All 5 Urban SEC Segments Rs. 300,000 + * 10.3% service tax extra Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey Household Master Dataset Rs. 400,000 (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)  Rs. 600,000 ‘ Indian Ruralites’ Segmentation Dataset All 4 Rural SEC Segments – Rs.200,000 (all relevant household data but only for all 4 ‘Rural SEC segments’)
  21. 21. <ul><li>Payment Terms : 50% advance, 50% after delivery of all datasets/reports </li></ul><ul><li>Delivery Timeline : ‘ Indian Urbanites’ SEC Segment Dataset (1 week if Rural SEC Segments also) </li></ul><ul><li> 3 days from date of order after 30 th August 2010 </li></ul><ul><ul><ul><ul><ul><li>: Household Master Dataset </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li> Anytime on order after 30 th August 2010 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>: PowerPoint Report </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li> 1 week per dataset report thereafter from date of order </li></ul></ul></ul></ul></ul><ul><li>Reporting Format : Query access based o nline dataset </li></ul>Payment Terms & Delivery
  22. 22. Indian Urbanites (Ruralites) Dataset (Information Coverage) <ul><li>Size estimates of SEC segments </li></ul><ul><li>Total households by urban (or rural) ‘SEC’ segments in India, Total Individuals living in such households </li></ul><ul><li>Geographics </li></ul><ul><li>Region, State, City type, Top 25 individual urban districts </li></ul><ul><li>Socio-Economic Profile </li></ul><ul><li>Family size, Family classification by lifecycle stage </li></ul><ul><li>Highest occupation and education level in the household, Neo-SEC Classification </li></ul><ul><li>CWE Occupation, CWE Education, CWE Medium of Education, Conventional SEC classification (CWE occupation-education) </li></ul><ul><li>Religion , Community, Caste, Preferred language of reading </li></ul><ul><li>Economic Status </li></ul><ul><li>Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, Households with foreign remittances as source of income and country from where such remittances received </li></ul><ul><li>Average per capita household income, Spending power classification </li></ul><ul><li>Ownership status of house living in, Size of the house living in (carpet area) </li></ul><ul><li>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) </li></ul>
  23. 23. <ul><li>Family Consumption & Lifestyle Profile </li></ul><ul><li>Household assets– Current ownerships, Planning to buy in next 1 year (House, Land, Bicycle, B/W TV, Air Conditioner, Microwave, Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video Camera, Video Games, Food processor, Water purifier, Toaster/Sandwich maker, Power backup, Landline phone, Tractor, Tube well/Pump, Transistor/Radio) </li></ul><ul><li>Type of household asset and brand owned currently, Type of asset and brand likely to buy in next 1 year (Color TV, TV Connection, Fridge, Washing Machine, Water purifier , Car, Motorcycle, Scooter, Computer) </li></ul><ul><li>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, Cosmetics/Grooming products, Indoor entertainment, Outdoor entertainment, Farm Equipment maintenance, Cattle Fodder/Feed) , MHE as % of MHI </li></ul><ul><li>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) </li></ul><ul><li>Annual allocation to Investments, Investment status classification of the HH </li></ul><ul><li>Loans currently running in the household (both number and type of loans), type of loan likely to take in next 1 year </li></ul><ul><li>Users per household – computer users, internet users, mobile users, saving account holders, credit card holders, life insurance policy holders, drive automobile, drink alcohol, smokers, suffer from a serious lifestyle disease </li></ul><ul><li>Personal Care products 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) </li></ul>Indian Urbanites (Ruralites) Dataset (Information Coverage)
  24. 24. <ul><li>Processed Food products and brand used (Packaged vegetables, Noodles, Ketchup/Sauce, Cold drinks, Bottled/Mineral water, Packaged Fruit Juice, Chocolates, Packaged snacks (chips, namkeen), Cornflakes/Processed cereals, Chyawanprash, Cheese, Milk additive/ supplement, Eating Fast Food, Home delivery of Food) </li></ul><ul><li>Lifestyle products and brand used (Jeans, Sports shoe, Readymade shirt & trouser, Watch, Air Travel, 3Star+ hotel) </li></ul><ul><li>Some Products in rural households only (Soap, Toothpaste, Tooth powder, Detergent Powder, Detergent Cake, Packaged Biscuits, Refined Oil, Butter, Jam, Packaged Pickles, Battery/Cell, Travel by train, Stays in a hotel) </li></ul><ul><li>Holidaying - whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad, frequency of taking such holidays, favorite destinations </li></ul><ul><li>Personal details of the CWE and other members of the family (only demographic profiling on ‘all members’ of the household, rest of the profiling only on the ‘respondent’ answering for the household) </li></ul><ul><li>Demographics - Gender, Age, Marital Status, Preferred language of reading, Education, Occupation </li></ul><ul><li>Psychographics - Favorite indoor entertainment activities, Favorite outdoor entertainment activities </li></ul><ul><li>Health Profile - Whether any family member suffers from any serious lifestyle disease (Low Blood Pressure, High Blood Pressure, Diabetes, Thyroid Problem, Arthritis, Chronic Bronchitis/Asthma, Spondylitis, Obesity, Piles) </li></ul><ul><li>Media Usage - Usage of TV, Radio, Newspaper and Internet, with frequency of usage on weekdays and weekends </li></ul><ul><li>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 </li></ul>Indian Urbanites (Ruralites) Dataset (Information Coverage)
  25. 25. <ul><li>Address : 3, Kehar Singh Estate, 1st Floor, Westend </li></ul><ul><li> Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030 </li></ul><ul><li>Telephone : +91-11-29535098, +91-9811256502 </li></ul><ul><li>Contact Person : Sanjay Tiwari </li></ul><ul><li>Email : [email_address] </li></ul><ul><li>Website : </li></ul>Contact Details
  26. 26. Thank You!