With a view to keep pace with the fast-evolving economic outlook, consumer attitudes and preferences in the country, the Media Research Users' Council (MRUC) and Market Research Society of India (MRSI) have jointly launched a new socio-economic classification system. The new SEC will help marketers understand the Indian consuming class and also identify segments that have high consuming potential.

1. MUMBAI. MAY 3, 2011
SOCIO-ECONOMIC CLASSIFICATION-2011
The New SEC system
THE NEW SEC SYSTEM

2. What is the
new SEC system? 01
How do we classify
a household
in the new SEC system? 02
What are the
advantages/ drawbacks
of the new SEC system? 03
How was the new SEC system
created? 04
What are the
other systems
that we considered? 05
What is
the performance
of the new SEC system? 06
Conclusion 07
THE NEW SEC SYSTEM

3. 01
What is the new
SEC system?
3 THE NEW SEC SYSTEM

4. THE NEW SEC SYSTEM
The new SEC system is used to classify households in India.
It’s based on two variables:
• Education of chief earner
• Number of “consumer durables” ( from a predefined
list)- owned by the family. The list has 11 items,
ranging from ‘electricity connection’ and ‘agricultural
land’- to cars and air conditioners
We have 12 grades in the new SEC system, ranging from A1
to E3
4 THE NEW SEC SYSTEM

5. DISTRIBUTION OF HOUSEHOLDS
India ( urban + rural )
New SEC System
18.4
14.7 15.4
11.4
9.7
7.5 7.9
5.3
4.3
3.2
1.8
0.4
A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3
*Figures in percentage
This round of analysis has been conducted using data from IRS 2008 (round 20)*.
We have drawn a sub-sample of 39,441
5 THE NEW SEC SYSTEM

6. DISTRIBUTION OF HOUSEHOLDS
Urban
New SEC System
12.9 13.2
12.6
11.6
10.2 9.8
8.6
7.6
5.1 4.7
2.6
1.1
A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3
Current Urban SEC system
The current urban SEC system has 8 grades, 24
and is based on occupation and education of
20.5
chief earner 18.2
11.9
7.9 8
6.6
2.8
A1 A2 B1 B2 C D E1 E2
6 THE NEW SEC SYSTEM

7. DISTRIBUTION OF HOUSEHOLDS
Rural
New SEC System
22.2
20.1
15.6
12.8
10.7
6.2
5.1
2.3 3.2
0.4 1.3
0.04
A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3
Current Rural SEC system
43
The current rural SEC system has 4 grades, 40.3
and is based on education of chief earner and
material used in construction of dwelling
12.3
4.3
R1 R2 R3 R4
THE NEW SEC SYSTEM 7

8. 02
How do we classify
a household
in the new SEC system?
8 THE NEW SEC SYSTEM

9. Just two questions
THAT NEED TO BE ASKED
SHOW CARD/READ OUT
Q1a Please take a look at this list and tell me which of these items do you have at
home? (It could be owned by you, your family, or provided by the employer or it
could be available in the house you live in; but it should be for the use of just you or
your family)
EXPLAIN, IF NECESSARY:
We have a standard list of items that we use in all kinds of cities and villages. So don’t worry if an item appears
irrelevant for you, or too ordinary- just go ahead and tell me which items you do have. We need this information just
for survey purpose only.
Do you have a…(ITEM) in your home (which is in working condition)?
CIRCLE ITEMS OWNED/HAVE AT HOME. TICK THE ITEM IF OWNED. ADD THE NO. OF TICKS IN THE BOX.
Q1b Does your family own any agricultural land, by agricultural land I mean
land that is currently under cultivation or plantation?
SHOW CARD/READ OUT
Q2 Could you tell me something about the person who makes the biggest
contribution to the running of the household. To what level has he
studied?
RECORD IN GRID. USE GRID TO DETERMINE NEW SEC.
9 THE NEW SEC SYSTEM

10. RECORDING
The grid
01
Items owned / have access at home Circle Tick
Electricity Connection 01 √
Ceiling Fan 02 √
LPG Stove 03 √
Two Wheeler 04
√
Colour TV 05
√
1a Refrigerator 06
√
Washing Machine 07
Personal Computer/ Laptop 08
Car/Jeep/Van 09 √
Air Conditioner 10
1b Agricultural Land 11 √
NUMBER OF STANDARD 11 OWNED 8
10 THE NEW SEC SYSTEM

11. RECORDING
The grid
Chief Earner: Education (Q2)
02
Literate
Some
but no Graduate/
College Graduate/
No. of formal Post
School- 5 (incl a Post
Illiterate schooling/ SSC/ HSC Graduate:
Durables to 9 years Diploma) Graduate:
School- Profession
(TRANSFER but not General
Upto 4 al
FROM Q1) Grad
years
1 2 3 4 5 6 7
None E3 E2 E2 E2 E2 E1 D2
1 E2 E1 E1 E1 D2 D2 D2
2 E1 E1 D2 D2 D1 D1 D1
3 D2 D2 D1 D1 C2 C2 C2
4 D1 C2 C2 C1 C1 B2 B2
5 C2 C1 C1 B2 B1 B1 B1
6 C1 B2 B2 B1 A3 A3 A3
7 C1 B1 B1 A3 A3 A2 A2
8 B1 A3 A3 A3 A2 A2 A2
9+ B1 A3 A3 A2 A2 A1 A1
11 THE NEW SEC SYSTEM

12. 03
What are
the advantages
of the new SEC system?
THE NEW SEC SYSTEM

13. Advantages
OF THE NEW SEC SYSTEM
More discrimination as compared with current systems
A single system for urban and and rural India
Less subjectivity- as we no longer use occupation
It’s simple - easy to answer, not very time consuming, easy
to classify
13 THE NEW SEC SYSTEM

14. 03
Are there any
drawbacks
to the new SEC system?
THE NEW SEC SYSTEM

15. There are no serious problems. But…
We need to be better prepared to handle minor changes
to the system, because “consumer durables” penetration
will change faster than education or occupation
The questioning can appear intrusive to people who are
unaccustomed to market research. It’s not a problem
elsewhere
15 THE NEW SEC SYSTEM

16. 04
How did we go about
creating the new system?
THE NEW SEC SYSTEM

17. How we created the new system
Extensive analysis based on data drawn from the IRS,
made available by the MRUC- various rounds, from 2005
to 2008
Have also drawn on data from MarketPulse, IMRB’s
Household panel, supplemented by a special survey
17 THE NEW SEC SYSTEM

18. The building blocks that were available to us
‘Demographic’ variables: e.g. occupation of chief earner,
education of chief earner, education of housewife, claimed
monthly household income
Dwelling type and amenities: e.g. construction material, tap,
bathroom, number of rooms
Ownership of consumer durables
18 THE NEW SEC SYSTEM

19. How we arrange the blocks
‘A scoring system called LIFE; which takes
into account whether a household owns or
uses a wide-ranging products ranging
from material of wall, roof, mode of
transportation, use of toilet soap, use of
ghee, biscuits, etc.
The LIFE score is used to
decide the order of groups
defined by two or more In all we used 34 items: giving weights in
variables
inverse proportion to usage/ownership
19 THE NEW SEC SYSTEM

20. The basis of measuring the discrimination
We used the Lorenz curve, and the associated Gini coefficient,
as a basis for measuring discrimination or inequality
We assume that the system that throws up more inequality is more
discriminating.
In other words, the system that shows a bigger difference in
ownership/consumption between the top half and the bottom half is the
better one
20 THE NEW SEC SYSTEM

21. 05
What were the
other systems
that we considered?
THE NEW SEC SYSTEM

22. We’ve evaluated many options
Point based system using
education of highest educated
individual, press exposure of A system based on
housewife, and ownership of occupation and education of
durables plus other aspects chief earner and the number
of consumer durables
owned
A system based on and
education of chief earner
and the “best type” of
consumer durables owned
22 THE NEW SEC SYSTEM

23. 06
Performance
of the new SEC system
THE NEW SEC SYSTEM

24. PENETRATION
New vs Current system (urban)
New SEC system Current urban SEC system
Have internet access at home Have internet access at home
60 54 60
50 50
40 40
30 30
19
20 20
13
9
10 5 10 4
2 0 0 0 0 0 0 0 0 2 1 0 0 0
0 0
A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 A1 A2 B1 B2 C D E1 E2
Household subscribe any Newspaper Household subscribe any Newspaper
100 96 100
90 82 90 84
80 80 71
68
70 70
60 54 60 56
50 50 43
38
40 40
30
30 23 30
20 15 12 20 13 10
10 5 2 3 10 3
1
0 0
A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 A1 A2 B1 B2 C D E1 E2
24 THE NEW SEC SYSTEM MRUC/Hansa Research –IRS 2008 (round 20)

25. PENETRATION
New vs Current system (urban) (CONTD.)
New SEC system Current urban SEC system
Receive Cable & Satellite Receive Cable & Satellite
98
100 92 90 100
90 85 83 90 86 84
80 80
80 74 80 76
69
70 70
58
60 49 60 49
50 50
40 35 40 33
30 30
16
20 20
10 5 10
1
0 0
A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 A1 A2 B1 B2 C D E1 E2
Purchased in Past 6 Months - Ketchup / Sauces Purchased in Past 6 Months - Ketchup / Sauces
80 72 80
70 70
60 53 60 55
50 50
37 40
40 40
28
30 23 30
19 19 16
20 13 20
9 7 9 7
10 5 5 3 10 5
2
0 0
A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 A1 A2 B1 B2 C D E1 E2
25 THE NEW SEC SYSTEM MRUC/Hansa Research –IRS 2008 (round 20)

26. PERFORMANCE ON DISCRIMINATION
India ( u + r )
Gini coefficients for New SEC system compared with benchmark
Penetration
Own Microwave oven 0.4
Own Internet access at home - Through PC / TV 0.7
Own PC at home 1.6
Own Camera (still/ digital) 3.5
Housewife have read a magazine in the last 7 5.8
days
Own DVD player 6.8
Own Kitchen Sink 8.2
Own - Mobile / Cellular Phone 12.4
Own Telephone 12.6
Receive Cable & Satellite 31.2
Own Pressure cooker 37.0
0 0.2 0.4 0.6 0.8 1
New System Gini Values
Benchmark System (MHI)
Data Source: MRUC/ Hansa Research - IRS 2008 (Round 20)
26 THE NEW SEC SYSTEM

27. PERFORMANCE ON DISCRIMINATION
India ( u + r ) (CONTD.)
Gini coefficients for New SEC system compared with benchmark
Penetration
Jam 3.3
Ketchup / Sauces 5.3
Chocolates 6.6
Instant Noodles 6.7
Floor Cleaners 11.6
Toilet Cleaners 14.1
Soft drinks/Fruit Juices 15.8
Skin Creams/Lotions 21.4
Utensil cleaners 29.7
Fabric whiteners / blues 49.8
Toothpaste 57.7
Shampoo 75.1
Bathing Soaps / Liquid Soaps 95.8
0 0.2 0.4 0.6 0.8 1
New System Gini Values
Benchmark System (MHI) *Purchased in the last 6 months except soft drinks, skin creams and chocolates
Data Source: MRUC/ Hansa Research - IRS 2008 (Round 20)
27 THE NEW SEC SYSTEM 27

28. GINI CO-EFFICIENTS
Urban
Gini coefficients for New SEC system compared with benchmark
Penetration
Own Microwave oven 1.0
Own Internet access at home - Through PC / TV 1.9
Own PC at home 4.5
Own Camera (still/ digital) 8.5
Housewife have read a magazine in the last 7 days 12.7
Own DVD player 15.7
Own Kitchen Sink 20.9
Own Telephone 23.8
Own - Mobile / Cellular Phone 25.9
Receive Cable & Satellite 60.0
Own Pressure cooker 69.6
0 0.2 0.4 0.6 0.8 1
Gini Values
New System
Current System Data Source: MRUC/ Hansa Research - IRS 2008 (Round 20)
28 THE NEW SEC SYSTEM 28

29. GINI CO-EFFICIENTS
Urban (CONTD.)
Gini coefficients for New SEC system compared with benchmark
Penetration
Processed Cheese/Cheese Products
4.1
Jam
8.9
Ketchup / Sauces
15.2
Chocolates
15.4
Instant Noodles
17.4
Soft drinks/Fruit Juices
28.3
Floor Cleaners
30.2
Skin Creams/Lotions
30.6
Toilet Cleaners
32.0
Utensil cleaners
59.9
Fabric whiteners / blues
60.1
Toothpaste
80.8
Shampoo
84.9
0 0.2 0.4 0.6 0.8 1
New System Gini Values
*Purchased in the last 6 months except soft drinks, skin creams and chocolates
Current System Data Source: MRUC/ Hansa Research - IRS 2008 (Round 20)
29 THE NEW SEC SYSTEM 29

30. GINI CO-EFFICIENTS
Rural
Gini coefficients for New SEC system compared with benchmark
Penetration
Own Microwave oven 0.1
Own Internet access at home - Through PC / TV 0.1
Own PC at home 0.3
Own Camera (still/ digital) 1.3
Own Kitchen Sink 2.7
Housewife have read a magazine in the last 7 days 2.8
Own DVD player 2.8
Own - Mobile / Cellular Phone 6.6
Own Telephone 7.6
Rural Assets - Table Fan 13.4
Receive Cable & Satellite 18.6
Own Pressure cooker 22.8
Rural Assets - In-house toilet 30.9
0 0.2 0.4 0.6 0.8 1
New System Gini Values
Current System Data Source: MRUC/ Hansa Research - IRS 2008 (Round 20)
30 THE NEW SEC SYSTEM 30

31. GINI CO-EFFICIENTS
Rural (CONTD.)
Gini coefficients for New SEC system compared with benchmark
Penetration
Instant Noodles 2.1
Chocolates 2.8
Floor Cleaners 3.5
Toilet Cleaners 6.2
Soft drinks/Fruit Juices 10.4
Utensil cleaners 16.5
Skin Creams/Lotions 17.4
Fabric whiteners / blues 45.3
Toothpaste 47.6
Shampoo 70.8
Biscuits 73.2
0 0.2 0.4 0.6 0.8 1
Gini Values
New System
*Purchased in the last 6 months except soft drinks, skin creams and chocolates
Current System Data Source: MRUC/ Hansa Research - IRS 2008 (Round 20)
31 THE NEW SEC SYSTEM

32. PERFORMANCE ON DISCRIMINATION
Conclusion
The new SEC system is better than the current
urban system , and much better than the current
rural system
32 THE NEW SEC SYSTEM

33. PERFORMANCE OF THE SYSTEM
Homogeneity within the grade : India (u + r)
MHI System New SEC System
Distribution of Inter Quartile Distribution of Inter Quartile
Level Median LIFE Level Median LIFE
Households % Range (IQR) Households % Range (IQR)
1 0.5 702 186 A1 0.4 804 116
2 1.5 618 236 A2 1.8 687 150
3 4.2 514 243 A3 3.2 590 173
4 3.5 455 236 B1 4.3 494 172
5 4.7 391 227 B2 5.3 430 164
6 7.1 347 207 C1 7.5 369 142
7 11.7 289 178 C2 7.9 319 124
8 19.3 232 155 D1 11.4 270 117
9 19.2 181 139 D2 14.7 222 106
10 13.5 136 110 E1 18.4 164 90
11 12.9 125 111 E2 15.4 117 75
12 2.1 95 101 E3 9.7 80 65
THE NEW SEC SYSTEM Median LIFE (Urban + Rural): 220

34. PERFORMANCE OF THE SYSTEM
Homogeneity within the grade : Urban India
Current SEC System New SEC System
Distribution of Inter Quartile Distribution of Inter Quartile
Level Median LIFE Level Median LIFE
Households % Range (IQR) Households % Range (IQR)
SEC A1 2.8 702 189 A1 1.1 807 106
SEC A2 6.6 616 225 A2 5.1 704 132
SEC B1 A3 7.6 610 147
7.9 539 215
B1 8.6 532 158
SEC B2 8.0 467 221
B2 10.2 463 158
SEC C 20.5 408 210
C1 12.9 399 136
SEC D 24.0 320 167
C2 11.6 347 118
SEC E1 11.9 280 155
D1 13.2 300 113
SEC E2 18.2 212 137
D2 12.6 251 100
E1 9.8 194 92
E2 4.7 148 93
E3 2.6 112 80
34 THE NEW SEC SYSTEM Median LIFE (Urban India): 354

35. PERFORMANCE ON HOMOGENEITY
Conclusion
The new SEC system is able to reduce
heterogeneity within social grade- and stretch
the differences by grade
35 THE NEW SEC SYSTEM

36. 07
Conclusion
THE NEW SEC SYSTEM

37. In Conclusion
We have a system that is simple, easy to administer. It
gives us good discrimination; the social grades created
are more homogenous
But we do need to revisit the system at least once every two
years; and make sure that when a change is needed, this is
a smooth process
It’s easy to begin using the new system. For those who
need to keep track of the old SEC for reasons of
comparability, the new system means just one more
question- which can be tagged on right at the end.
37 THE NEW SEC SYSTEM

38. Thank You
38 THE NEW SEC SYSTEM