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Indicus Consumer Spectrum

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Segmentation 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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Indicus Consumer Spectrum

  1. 1. Indian Consumer Spectrum Indicus Analytics
  2. 2. Segmentation of Urban Indian Households Targeting the relevant consumer
  3. 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 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.
  4. 4. The Grouping Mechanism <ul><li>Reflects differences in </li></ul><ul><ul><li>Lifestyles </li></ul></ul><ul><ul><li>Preferences </li></ul></ul><ul><ul><li>Needs </li></ul></ul><ul><ul><li>Characteristics </li></ul></ul><ul><ul><ul><li>Social </li></ul></ul></ul><ul><ul><ul><li>Household </li></ul></ul></ul><ul><ul><ul><li>Individual </li></ul></ul></ul><ul><ul><ul><li>Psychographics </li></ul></ul></ul><ul><li>Workable solution requires </li></ul><ul><ul><li>Not too many segments </li></ul></ul><ul><ul><li>Not too few either </li></ul></ul><ul><ul><li>A systematic method </li></ul></ul><ul><ul><ul><li>Not merely conceptual </li></ul></ul></ul><ul><ul><ul><li>Strong Empirical underpinnings </li></ul></ul></ul><ul><ul><li>Propensities </li></ul></ul><ul><ul><ul><li>Spend </li></ul></ul></ul><ul><ul><ul><li>Save </li></ul></ul></ul><ul><ul><ul><li>Earn </li></ul></ul></ul>
  5. 5. Indicus Urban Consumer Groups <ul><li>Similar to methods used internationally </li></ul><ul><ul><li>But India focused </li></ul></ul><ul><li>Two tier approach </li></ul><ul><ul><li>First tier: Conceptual </li></ul></ul><ul><ul><li>Second Tier: Empirical </li></ul></ul><ul><li>Simple to visualize and use </li></ul><ul><li>Accounts for consumer heterogeneity </li></ul>
  6. 6. Methodology
  7. 7. Underlying Data <ul><li>Characteristics of raw data </li></ul><ul><ul><li>Widely accepted </li></ul></ul><ul><ul><li>Well sampled and transparent methods </li></ul></ul><ul><li>Sources </li></ul><ul><ul><li>Relevant data sets of National Sample Survey </li></ul></ul><ul><ul><li>Indicus Premium Databases </li></ul></ul><ul><li>Depth </li></ul><ul><ul><li>120,000 households </li></ul></ul><ul><ul><li>Sampled during and after mid 2000s </li></ul></ul><ul><li>Coverage </li></ul><ul><ul><li>For 70 million urban Indian households </li></ul></ul><ul><ul><li>For 350 million urban Indians </li></ul></ul>
  8. 8. First Tier Segmentation <ul><li>Conceptual: Consumption pattern depends </li></ul><ul><ul><li>On Ability to Spend (Socio Economic Status) </li></ul></ul><ul><ul><ul><li>Occupation X Education X Hierarchical position </li></ul></ul></ul><ul><ul><li>Requirements and Needs (Life Stage) </li></ul></ul><ul><ul><ul><li>Marital Status </li></ul></ul></ul><ul><ul><ul><li>Family Type </li></ul></ul></ul><ul><ul><ul><li>Dependent’s Life Stage </li></ul></ul></ul><ul><li>About 100 groups thus derived </li></ul>
  9. 9. The Segment Grid
  10. 10. Second Tier Segmentation <ul><li>100 groups is too many </li></ul><ul><li>Many have similar incomes & propensities </li></ul><ul><ul><li>Share spent on food, entertainment, education, medical, durable goods etc. </li></ul></ul><ul><li>33 segments derived from the first 100 using </li></ul><ul><ul><li>Statistical analysis </li></ul></ul><ul><ul><li>Neural networks </li></ul></ul>
  11. 11. The Derived Segments
  12. 12. Parameters for each Segment <ul><li>Demographic </li></ul><ul><ul><li>Total Population </li></ul></ul><ul><ul><li>Household population </li></ul></ul><ul><ul><li>Household Size </li></ul></ul><ul><ul><li>Age of all the individual </li></ul></ul><ul><ul><li>Gender Ratio </li></ul></ul><ul><li>Socio Economic </li></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Occupation </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><li>Assets </li></ul><ul><ul><li>House Ownership </li></ul></ul><ul><ul><li>Four Wheeler Ownership </li></ul></ul><ul><ul><li>Financial Assets </li></ul></ul><ul><ul><li>Household Assets </li></ul></ul><ul><li>Expenditure </li></ul><ul><ul><li>Basic Food </li></ul></ul><ul><ul><li>High value food </li></ul></ul><ul><ul><li>Medical </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Durable goods </li></ul></ul><ul><ul><li>Clothing and Footwear </li></ul></ul>
  13. 13. In the following sections we provide snapshots of a typical household in each of the 30 Segments. For a number of key variables we have selected the most common values. The purpose is to provide a flavour of each of the segments.
  14. 14. Segment A1 All Segments <ul><ul><ul><ul><li>A1 </li></ul></ul></ul></ul>
  15. 15. <ul><ul><ul><ul><li>A1 </li></ul></ul></ul></ul>Segment A1 All Segments
  16. 16. <ul><ul><ul><ul><li>A1 </li></ul></ul></ul></ul>Segment A1 All Segments
  17. 17. <ul><ul><ul><ul><li>A2 </li></ul></ul></ul></ul>Segment A2 All Segments
  18. 18. <ul><ul><ul><ul><li>A2 </li></ul></ul></ul></ul>Segment A2 All Segments
  19. 19. <ul><ul><ul><ul><li>A2 </li></ul></ul></ul></ul>Segment A2 All Segments
  20. 20. <ul><ul><ul><ul><li>A3 </li></ul></ul></ul></ul>Segment A3 All Segments
  21. 21. <ul><ul><ul><ul><li>A3 </li></ul></ul></ul></ul>Segment A3 All Segments
  22. 22. <ul><ul><ul><ul><li>A3 </li></ul></ul></ul></ul>Segment A3 All Segments
  23. 23. <ul><ul><ul><ul><li>A4 </li></ul></ul></ul></ul>Segment A4 All Segments
  24. 24. <ul><ul><ul><ul><li>A4 </li></ul></ul></ul></ul>Segment A4 All Segments
  25. 25. <ul><ul><ul><ul><li>A4 </li></ul></ul></ul></ul>Segment A4 All Segments
  26. 26. <ul><ul><ul><ul><li>A5 </li></ul></ul></ul></ul>Segment A5 All Segments
  27. 27. <ul><ul><ul><ul><li>A5 </li></ul></ul></ul></ul>Segment A5 All Segments
  28. 28. <ul><ul><ul><ul><li>A5 </li></ul></ul></ul></ul>Segment A5 All Segments
  29. 29. <ul><ul><ul><ul><li>B1 </li></ul></ul></ul></ul>Segment B1 All Segments
  30. 30. <ul><ul><ul><ul><li>B1 </li></ul></ul></ul></ul>Segment B1 All Segments
  31. 31. <ul><ul><ul><ul><li>B1 </li></ul></ul></ul></ul>Segment B1 All Segments
  32. 32. <ul><ul><ul><ul><li>B2 </li></ul></ul></ul></ul>Segment B2 All Segments
  33. 33. <ul><ul><ul><ul><li>B2 </li></ul></ul></ul></ul>Segment B2 All Segments
  34. 34. <ul><ul><ul><ul><li>B2 </li></ul></ul></ul></ul>Segment B2 All Segments
  35. 35. <ul><ul><ul><ul><li>B3 </li></ul></ul></ul></ul>Segment B3 All Segments
  36. 36. <ul><ul><ul><ul><li>B3 </li></ul></ul></ul></ul>Segment B3 All Segments
  37. 37. <ul><ul><ul><ul><li>B3 </li></ul></ul></ul></ul>Segment B3 All Segments
  38. 38. <ul><ul><ul><ul><li>C1 </li></ul></ul></ul></ul>Segment C1 All Segments
  39. 39. Segment C1 <ul><ul><ul><ul><li>C1 </li></ul></ul></ul></ul>All Segments
  40. 40. Segment C1 <ul><ul><ul><ul><li>C1 </li></ul></ul></ul></ul>All Segments
  41. 41. <ul><ul><ul><ul><li>C2 </li></ul></ul></ul></ul>Segment C2 All Segments
  42. 42. Segment C2 <ul><ul><ul><ul><li>C2 </li></ul></ul></ul></ul>All Segments
  43. 43. Segment C2 <ul><ul><ul><ul><li>C2 </li></ul></ul></ul></ul>All Segments
  44. 44. <ul><ul><ul><ul><li>C3 </li></ul></ul></ul></ul>Segment C3 All Segments
  45. 45. Segment C3 <ul><ul><ul><ul><li>C3 </li></ul></ul></ul></ul>All Segments
  46. 46. Segment C3 <ul><ul><ul><ul><li>C3 </li></ul></ul></ul></ul>All Segments
  47. 47. <ul><ul><ul><ul><li>C4 </li></ul></ul></ul></ul>Segment C4 All Segments
  48. 48. Segment C4 <ul><ul><ul><ul><li>C4 </li></ul></ul></ul></ul>All Segments
  49. 49. Segment C4 <ul><ul><ul><ul><li>C4 </li></ul></ul></ul></ul>All Segments
  50. 50. <ul><ul><ul><ul><li>C5 </li></ul></ul></ul></ul>Segment C5 All Segments
  51. 51. Segment C5 <ul><ul><ul><ul><li>C5 </li></ul></ul></ul></ul>All Segments
  52. 52. Segment C5 <ul><ul><ul><ul><li>C5 </li></ul></ul></ul></ul>All Segments
  53. 53. <ul><ul><ul><ul><li>C6 </li></ul></ul></ul></ul>Segment C6 All Segments
  54. 54. Segment C6 <ul><ul><ul><ul><li>C6 </li></ul></ul></ul></ul>All Segments
  55. 55. Segment C6 <ul><ul><ul><ul><li>C6 </li></ul></ul></ul></ul>All Segments
  56. 56. <ul><ul><ul><ul><li>D1 </li></ul></ul></ul></ul>Segment D1 All Segments
  57. 57. Segment D1 <ul><ul><ul><ul><li>D1 </li></ul></ul></ul></ul>All Segments
  58. 58. Segment D1 <ul><ul><ul><ul><li>D1 </li></ul></ul></ul></ul>All Segments
  59. 59. <ul><ul><ul><ul><li>D2 </li></ul></ul></ul></ul>Segment D2 All Segments
  60. 60. Segment D2 <ul><ul><ul><ul><li>D2 </li></ul></ul></ul></ul>All Segments
  61. 61. Segment D2 <ul><ul><ul><ul><li>D2 </li></ul></ul></ul></ul>All Segments
  62. 62. <ul><ul><ul><ul><li>E1 </li></ul></ul></ul></ul>Segment E1 All Segments
  63. 63. Segment E1 <ul><ul><ul><ul><li>E1 </li></ul></ul></ul></ul>All Segments
  64. 64. Segment E1 <ul><ul><ul><ul><li>E1 </li></ul></ul></ul></ul>All Segments
  65. 65. <ul><ul><ul><ul><li>E2 </li></ul></ul></ul></ul>Segment E2 All Segments
  66. 66. Segment E2 <ul><ul><ul><ul><li>E2 </li></ul></ul></ul></ul>All Segments
  67. 67. Segment E2 <ul><ul><ul><ul><li>E2 </li></ul></ul></ul></ul>All Segments
  68. 68. <ul><ul><ul><ul><li>E3 </li></ul></ul></ul></ul>Segment E3 All Segments
  69. 69. Segment E3 <ul><ul><ul><ul><li>E3 </li></ul></ul></ul></ul>All Segments
  70. 70. Segment E3 <ul><ul><ul><ul><li>E3 </li></ul></ul></ul></ul>All Segments
  71. 71. <ul><ul><ul><ul><li>E4 </li></ul></ul></ul></ul>Segment E4 All Segments
  72. 72. Segment E4 <ul><ul><ul><ul><li>E4 </li></ul></ul></ul></ul>All Segments
  73. 73. Segment E4 <ul><ul><ul><ul><li>E4 </li></ul></ul></ul></ul>All Segments
  74. 74. <ul><ul><ul><ul><li>E5 </li></ul></ul></ul></ul>Segment E5 All Segments
  75. 75. Segment E5 <ul><ul><ul><ul><li>E5 </li></ul></ul></ul></ul>All Segments
  76. 76. Segment E5 <ul><ul><ul><ul><li>E5 </li></ul></ul></ul></ul>All Segments
  77. 77. <ul><ul><ul><ul><li>E6 </li></ul></ul></ul></ul>Segment E6 All Segments
  78. 78. Segment E6 <ul><ul><ul><ul><li>E6 </li></ul></ul></ul></ul>All Segments
  79. 79. Segment E6 <ul><ul><ul><ul><li>E6 </li></ul></ul></ul></ul>All Segments
  80. 80. <ul><ul><ul><ul><li>E7 </li></ul></ul></ul></ul>Segment E7 All Segments
  81. 81. Segment E7 <ul><ul><ul><ul><li>E7 </li></ul></ul></ul></ul>All Segments
  82. 82. Segment E7 <ul><ul><ul><ul><li>E7 </li></ul></ul></ul></ul>All Segments
  83. 83. <ul><ul><ul><ul><li>E8 </li></ul></ul></ul></ul>Segment E8 All Segments
  84. 84. Segment E8 <ul><ul><ul><ul><li>E8 </li></ul></ul></ul></ul>All Segments
  85. 85. Segment E8 <ul><ul><ul><ul><li>E8 </li></ul></ul></ul></ul>All Segments
  86. 86. <ul><ul><ul><ul><li>F1 </li></ul></ul></ul></ul>Segment F1 All Segments
  87. 87. Segment F1 <ul><ul><ul><ul><li>F1 </li></ul></ul></ul></ul>All Segments
  88. 88. Segment F1 <ul><ul><ul><ul><li>F1 </li></ul></ul></ul></ul>All Segments
  89. 89. <ul><ul><ul><ul><li>F2 </li></ul></ul></ul></ul>Segment F2 All Segments
  90. 90. Segment F2 <ul><ul><ul><ul><li>F2 </li></ul></ul></ul></ul>All Segments
  91. 91. Segment F2 <ul><ul><ul><ul><li>F2 </li></ul></ul></ul></ul>All Segments
  92. 92. <ul><ul><ul><ul><li>F3 </li></ul></ul></ul></ul>Segment F3 All Segments
  93. 93. Segment F3 <ul><ul><ul><ul><li>F3 </li></ul></ul></ul></ul>All Segments
  94. 94. Segment F3 <ul><ul><ul><ul><li>F3 </li></ul></ul></ul></ul>All Segments
  95. 95. <ul><ul><ul><ul><li>G1 </li></ul></ul></ul></ul>Segment G1 All Segments
  96. 96. <ul><ul><ul><ul><li>G1 </li></ul></ul></ul></ul>Segment G1 All Segments
  97. 97. <ul><ul><ul><ul><li>G1 </li></ul></ul></ul></ul>Segment G1 All Segments
  98. 98. <ul><ul><ul><ul><li>G2 </li></ul></ul></ul></ul>Segment G2 All Segments
  99. 99. <ul><ul><ul><ul><li>G2 </li></ul></ul></ul></ul>Segment G2 All Segments
  100. 100. <ul><ul><ul><ul><li>G2 </li></ul></ul></ul></ul>Segment G2 All Segments
  101. 101. <ul><ul><ul><ul><li>G3 </li></ul></ul></ul></ul>Segment G3 All Segments
  102. 102. <ul><ul><ul><ul><li>G3 </li></ul></ul></ul></ul>Segment G3 All Segments
  103. 103. <ul><ul><ul><ul><li>G3 </li></ul></ul></ul></ul>Segment G3 All Segments
  104. 104. <ul><ul><ul><ul><li>G4 </li></ul></ul></ul></ul>Segment G4 All Segments
  105. 105. <ul><ul><ul><ul><li>G4 </li></ul></ul></ul></ul>Segment G4 All Segments
  106. 106. <ul><ul><ul><ul><li>G4 </li></ul></ul></ul></ul>Segment G4 All Segments
  107. 107. <ul><ul><ul><ul><li>G5 </li></ul></ul></ul></ul>Segment G5 All Segments
  108. 108. <ul><ul><ul><ul><li>G5 </li></ul></ul></ul></ul>Segment G5 All Segments
  109. 109. <ul><ul><ul><ul><li>G5 </li></ul></ul></ul></ul>Segment G5 All Segments
  110. 110. <ul><ul><ul><ul><li>H1 </li></ul></ul></ul></ul>Segment H1 All Segments
  111. 111. Segment H1 <ul><ul><ul><ul><li>H1 </li></ul></ul></ul></ul>All Segments
  112. 112. Segment H1 <ul><ul><ul><ul><li>H1 </li></ul></ul></ul></ul>All Segments
  113. 113. <ul><li>The entire consumer segment is available on order, for all the 33 segments. </li></ul><ul><li>Segment details consist of: </li></ul><ul><li>1. Chief Wage Earner’s Profile </li></ul><ul><li>Age - Proportions in various age categories (19-24 years, 25-34 years, 35-44 years, 45-54 years, 55-64 years, > 64 years) </li></ul><ul><li>Marital Status - Proportions - Never Married, Currently Married, Wodowed, Divorced </li></ul><ul><li>Education - Proportions in 10 classifications ranging from illiterate to post graduates & above </li></ul><ul><li>Proportions working in 6 industry types - manufacturing, wholesale & retail trade, etc. </li></ul><ul><li>Type of Enterprise they work for - Proportions in Proprietorship, Partnership, Govt/ PSU, Public/ Private Ltd, Not for Profit, etc. </li></ul><ul><li>Occupation Type - Proportions self employed, employees, others. </li></ul><ul><li>…… continued </li></ul>
  114. 114. <ul><li>2. Household profiles </li></ul><ul><li>Gender distribution for 4 age categories - <18 years, 18-24 years, 25-45 years, > 45 years </li></ul><ul><li>Proportions of various household sizes - 1, 2, 3, 4, 5, and > 5 member households </li></ul><ul><li>Composition - Minors (proportions having none, 1-2, and more than 2), Senior citizens (proportions having none, 1-2, and more than 2) </li></ul><ul><li>Adult members of the households - Proportions in 10 classifications ranging from illiterate to post graduates & above </li></ul><ul><li>Members employed - Proportions of one, two and more than two members of the household employed </li></ul><ul><li>…… continued </li></ul>
  115. 115. <ul><li>3. Chief Wage Earner’s Spouse </li></ul><ul><li>Education - Proportions in 10 classifications ranging from illiterate to post graduates & above </li></ul><ul><li>Occupation - Proportions in 5 classifications home makers, students, employed, seeking employment, others </li></ul><ul><li>4. Other Characteristics </li></ul><ul><li>Social group representation in the segment - SC, ST, OBC, General </li></ul><ul><li>Income distribution </li></ul><ul><li>Spending Pattern across 5 major categories, and further expansion with each of the 5 major categories (3 to 5 in each) </li></ul><ul><li>Residences - Rented residences v/s owned residences, Apartments v/s independent houses </li></ul><ul><li>Asset ownership - 4 wheelers, 2 wheelers, TV, Refrigerator, Air Conditioner </li></ul>
  116. 116. 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

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