Urban Consumer Spectrum   of  India   All India, Each State, Top 135 Districts
Targeting  The  Relevant Consumer Targeting  The  Relevant Consumer Targeting  The  Relevant Consumer Targeting  The  Rele...
This product has been designed to help marketers understand the essence of the various Consumer Segments, which together r...
1. Segmentation by  Socio Economic Classification  of Households  SEC E SEC D SEC C SEC B SEC A 5 segments in every district
2. SEC and Life Stage   15 Segments  based on  3 broad Life stages  of Chief Wage Earner of Households and  5 SEC classes ...
3. Indicus Segments  33 Segments derived by Indicus based on Life stage  of Chief Wage Earner of Households and SEC   24 c...
Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Age distrib...
Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Gender dist...
Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Households ...
Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Aggregate h...
Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Gender dist...
Parameters in Premium Version only Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditur...
Parameters in Premium Plus Version <ul><li>Asset Penetration   </li></ul><ul><li>Two wheelers </li></ul><ul><li>Cars (smal...
Granularity <ul><li>Country </li></ul><ul><li>States </li></ul><ul><li>Top 135 Districts </li></ul><ul><li>Account for </l...
Product Versions Available <ul><li>5 Segments by SEC </li></ul><ul><li>15 Segments by combinations of 5 SECs and 3 broad L...
Insights from Product Distribution of SEC by Income across cities
Insights from Product Group GI from 33 Indicus Segments
Insights from Product Household distribution in Income class INR 0.5 to 1 million E6  19.7% E7  15.8% D2  10.3% G4  10.0% ...
135 Districts West (32) North (35)
135 Districts East  (30) South (38)
For query or placing orders please contact Indicus Analytics Pvt. Ltd. 2 nd  Floor, Nehru House, 4 Bahadur Shah Zafar Marg...
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Indicus Consumer Spectrum - District Level

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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, targeting and execution.
The segments have been derived based on two key dimensions - 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 Segments
• Segmentation by 5 Socio Economic Classifications of Households
• SEC and Life Stage - 15 Segments based on 3 broad Life stages of Chief Wage Earner of Households and 5 SEC classes
• Indicus Segments - 33 Segments derived by Indicus based on 9 finer Life stages of Chief Wage Earner of Households and 5 SEC classes
For each Segment, the following parameters have been presented (Nearly a hundred parameters for each segment in every district)
• Parameters in Basic Version
o Profile of Chief Wage Earner (CWE)
 Age distribution (6 classes)
 Marital status (3 classes)
 Education (6 classes)
 Industry in which employed (22 industries)
 Type of employment (3 types)
o Profile of Households
 Gender distribution
 Gender wise age distribution (4 classes each gender)
 Household size (5 classes)
 Senior citizen members (3 classes)
 Minors in household (3 classes)
 Education of adult members (6 classes)
 Employment of adult members (4 classes)
 CWE’s spouse’s education (6 classes)
 CWE’s spouse’s employment type (4 classes)
• Parameters in Premium Version
o Income Distribution
 Households within a segment across 5 income classes < 300,000, 300000-500,000, 500,000 -1,000,000, 1-1.5 million, > 1.5 million
o Expenditure Distribution
 Aggregate household expenditures in each of the 5 income categories
• Parameters in Premium Plus Version
o Expenditure Distribution over 5 major categories (across income categories) for each segment and up to 18 categories for some of the segments
Granularity
• Country
• States
• Top 135 Districts, which account for
o 67% of all urban households
o 69% of all SEC A and B households
o 75% of urban households earning over Rs 500,000 pa
o 78 % of urban households earning over Rs 1,000,000 pa

Product Versions Available

• 5 Segments by SEC
• 15 Segments by combinations of 5 SECs and 3 broad Life stages
• 33 Indicus Segments – expanding to 9 life stages
• Complete Package – all the above 3

Published in: Business, Technology

Indicus Consumer Spectrum - District Level

  1. 1. Urban Consumer Spectrum of India All India, Each State, Top 135 Districts
  2. 2. Targeting The Relevant Consumer Targeting The Relevant Consumer Targeting The Relevant Consumer Targeting The Relevant Consumer Targeting The Relevant Consumer
  3. 3. This product has been designed to help marketers understand the essence of the various 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 business, sales, advertising and communication strategies. The two key dimensions are life stages of chief wage earners of households and their education and skill levels (SEC). The first defines their needs and the second defines their earning abilities.
  4. 4. 1. Segmentation by Socio Economic Classification of Households SEC E SEC D SEC C SEC B SEC A 5 segments in every district
  5. 5. 2. SEC and Life Stage 15 Segments based on 3 broad Life stages of Chief Wage Earner of Households and 5 SEC classes SEC E SEC D SEC C SEC B SEC A Younger Years Middle Years Mature Years Six classifications in the upper segments of SEC A and B for finer profiling
  6. 6. 3. Indicus Segments 33 Segments derived by Indicus based on Life stage of Chief Wage Earner of Households and SEC 24 classifications in the upper segments of SEC A and B for very fine profiling
  7. 7. Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Age distribution (6 classes) Marital status (3 classes) Education (6 classes) Industry in which employed (22 industries) Type of employment (3 types)
  8. 8. Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Gender distribution Gender wise age distribution (4 classes each gender) Household size (5 classes) Senior citizen members (3 classes) Minors in household (3 classes) Education of adult members (6 classes) Employment of adult members (4 classes) CWE’s spouse’s education (6 classes) CWE’s spouse’s employment type (4 classes)
  9. 9. Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Households within a segment across 5 income classes < 300,000, 300000-500,000, 500,000 -1,000,000, 1-1.5 million, > 1.5 million
  10. 10. Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Aggregate household expenditures in each of the 5 income categories
  11. 11. Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Gender distribution Gender wise age distribution (4 classes each gender) Household size (5 classes) Senior citizen members (3 classes) Minors in household (3 classes) Education of adult members (6 classes) Employment of adult members (4 classes) CWE’s spouse’s education (6 classes) CWE’s spouse’s employment type (4 classes) Households within a segment across 5 income classes < 300,000, 300000-500,000, 500,000 -1,000,000, 1-1.5 million, > 1.5 million Aggregate household expenditures in each of the 5 income categories Age distribution (6 classes) Marital status (3 classes) Education (6 classes) Industry in which employed (22 industries) Type of employment (3 types) Nearly a hundred parameters for each segment in every district
  12. 12. Parameters in Premium Version only Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Aggregate household expenditures in each of the 5 income categories Identifies income classes and expenditure pattern within each segment separately Households within a segment across 5 income classes < 300,000, 300000-500,000, 500,000 -1,000,000, 1-1.5 million, > 1.5 million
  13. 13. Parameters in Premium Plus Version <ul><li>Asset Penetration </li></ul><ul><li>Two wheelers </li></ul><ul><li>Cars (small, medium sized, large, SUV/ MUV) </li></ul><ul><li>TV (CTV, small CTV, large CTV, LCD/ Plasma, B/W TV) </li></ul><ul><li>Washing Machines (semi-automatic, fully automatic, combined) </li></ul><ul><li>Microwaves </li></ul><ul><li>Refrigerators (single door, double door) </li></ul><ul><li>Media Habits in terms of time spent per day </li></ul><ul><li>TV </li></ul><ul><li>Radio </li></ul><ul><li>Newspapers </li></ul><ul><li>Internet </li></ul>
  14. 14. Granularity <ul><li>Country </li></ul><ul><li>States </li></ul><ul><li>Top 135 Districts </li></ul><ul><li>Account for </li></ul><ul><li>67% of all urban households </li></ul><ul><li>69% of all SEC A and B households </li></ul><ul><li>75% of urban households earning over Rs 500,000 pa </li></ul><ul><li>78 % of urban households earning over Rs 1,000,000 pa </li></ul>
  15. 15. Product Versions Available <ul><li>5 Segments by SEC </li></ul><ul><li>15 Segments by combinations of 5 SECs and 3 broad Life stages </li></ul><ul><li>33 Indicus Segments – expanding to 9 life stages </li></ul><ul><li>Complete Package – all the above 3 </li></ul>
  16. 16. Insights from Product Distribution of SEC by Income across cities
  17. 17. Insights from Product Group GI from 33 Indicus Segments
  18. 18. Insights from Product Household distribution in Income class INR 0.5 to 1 million E6 19.7% E7 15.8% D2 10.3% G4 10.0% C5 6.4% E5 5.5% C6 5.1% C4 3.2% A5 3.1% B3 2.8% A4 2.7% F3 2.5% A3 2.3% Other 20 Segments 10.7% Household distribution in Income class INR > 1.5 million C4 3.1% E5 3.3% B2 3.6% A3 4.7% B3 5.3% A5 5.4% G4 5.7% C5 6.3% A4 7.5% D2 8.4% C6 8.9% E6 11.5% E7 15.7% Other 20 Segments 10.6%
  19. 19. 135 Districts West (32) North (35)
  20. 20. 135 Districts East (30) South (38)
  21. 21. For query or placing orders please contact Indicus Analytics Pvt. Ltd. 2 nd Floor, Nehru House, 4 Bahadur Shah Zafar Marg New Delhi- 110002. Phone: 91-11-42512400/01 E-mail: products@indicus.net www.indicus.net

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