cb-sec

8/4/2019 CB-SEC

1/27

.......

II UnderstandingConsumer IndiaThere can never be too much consumer level data onthe Indian market. At the moment, we have too littleof it. The most upsetting thing is to see how in meet-

ing after meeting, enormous talent and time is wasted intrying to stitch together a dash of data, a fair bit of anecdot-al eviden~ and a ton of supply side sales statistics to under-stand what is happening in the market and why.Most of our discussion and data on our consumer mar-kets is from the supply side. How many TVs got sold, howmany scooters did not get sold, what was the rural-urbansplit of FMCG volume and revenue and so on. Even theword 'segment' is usually applied to product segments andnot consumer segments!.A Hydra-headed MonsterThere is a lot of comment that is made based on metrics like"the per capita consumption ofxyz in India is only 10 unitsunlike China, which boasts of 35 units". However, this isarrived at by dividing total industry sales by total Indianpopulation.

Given the many Indias that we have, and the huge dis-parity in income and living conditions between them, thisaggregate "per capita consumption" metric is really worthvery little. It could be an arithmetic average of 450 units inone part of India and 1 unit in the rest.

What is useful is to look at penetration and usership indifferent strata or slices of Consumer India, with some sen-sible basis for the stratification - income or equivalent anddefinitely at the level of rural and urban. Data that startswith "what" is being sold and then profiles who those buy-ers are, is the best we usually get.However, this is very different from data that starts withwho exists, who is buying, and what are they buying. The

Businessworld Marketing Whitebook 2010-2011

Rama B\japurkaris an independent marketstrategy consultant and

author of "We are like thatonly - Understanding theLogic of Consumer India':She is also an independentdirector on the Boards of

some of India's most respect-ed companies and has beena long time Businessworld

columnist.

-...45

8/4/2019 CB-SEC

2/27

Spending Patterns across SECs

latter is definitely in short supply. In evengreater short supply is hard analysis onwhat's changing and what's not; andinsights that tell us it is time to changeour mental models, our "doesn't every-body know" conventional wisdom aboutConsumer India.

I insist on calling it Consumer Indiaand not the Indian Consumer, becausewe need to constantly remind ourselvesthat what we have here is a hydra- headedmonster (a many splendoured beast, ifyou prefer) and that no simplistic, singu-larity espousing mental model will do.

Consumer India changes very slowlybut definitively - it morphs in ways thatare hard to see. There are no glaringchanges, discontinuities and mega tre-nds to pick up. Instead, what we have isjust a slow change, on several dimen-sions, of a large mass of people.

However, given that force is a result of'mass x acceleration', every little change inConsumer India unleashes enormousopportunities for alert businesses thatcan catch early creeping trends.

Estimates of Survey IncomeOur search to understand exactly howaffluent Indian consumers are continues.In an earlier volume of the MarketingWhitebook, in an article titled "Solvingthe Income Data Puzzle" ( co- authoredwith Laveesh Bhandari) and in my book"We are like that only - Understanding theLogic of Consumer India", I have dis-cussed at length the problems with sur-vey income, and concluded that it is; (a)understated, and accounts for only abouthalf the national income reported byCSSO); (b) that survey income is a reli-able indicator (you get the same answerwhen you ask the same question to dif-ferent samples of the same population),but it is not a valid measure of totalincome and; (c) survey income levelsfrom surveys need to be calibrated withconsumption realities because "con-sumption is like maternity - a certainty.Income is like paternity - merely a matterof inference".While a few well publicized estimatesof the size of India's consuming class

j'

Consumer India in Terms of Income Quintiles

46

\',

Source: NCAER CMCR(Centerfor MacroConsumerResearch!

JBusinessworld Marketing Whitebook 2010-2011

Population Households %of All India %of All India Surplus In- Income UrbanQumtileAr- %(mn) Households Households comeas% of Index -RuraIrangedby Income in Expenditure in Total Income Split %Income EachQuintile EachQuintile of H-Ql (lowest) 18(38) 6 9 (12) 100 52-48---Q2 19(40) 9 12 11 161 44-56--

20(42) 14 17 20 225 23-77Q4 21(44) 21 22 31 335 17-83---Q5 22(46) 51 40 55 841 9-91

8/4/2019 CB-SEC

3/27

SpendingPatternsacross SECs

The Urban V5. Rural Income Index

Let's say that the top quintile in urban Indiaearns Rs 100Quintile URBAN

Q 5 (Top)Q4Q3Q2

~IUUi)30 Q20 .11 .1

RURAL

51"". 22. 15.. 11. 7

Same colours indicate comparable quintiles, Q5(urban) and Q1 (rural) are outers

have been put out based on income, theydon't really help advance understandingof consumption today or even the pur-chasing power of the consumer base,given a particular stated level of income.They only make the point of incomegrowths in the future - for a given incomelevel, over the next 20-50 years, howmany more households will be added.

Chris Butell of IIMS Data Works sug-gests very sensibly that we should look atthe consuming class as those householdsthat have their own personal transport,personal entertainment, and personalcommunication devices, and comes upwith a survey based number of 46 millionhouseholds that satisfy this criterion. Add"own computer" to the list, and the num-ber drops dramatically.The NCAER Centre for MacroConsumer Research (NCAER-CMCR) haslooked at Consumer India in terms ofincome quintiles. I am rapidly comingaround to the point of view that income

48

Source:mint

percentiles is, perhaps the best way tounderstand Consumer India's affluence.No more confusion of labels - what ismiddle class,what is 'aspirer'? IstheRs.2to Rs.20lakh income band used by someto define the consuming class, too wideor too narrow? This way, the top 20% or10% of India is what you think about - orthe bottom 10%.

The percentage of income and expen-diture in each income percentile band isknown from survey data, and you cancalculate the valid income by distributingaggregate national income from CSSOdata in each percentile band, or use sur-vey income data as you wish.

Similarly, if consumption is what youwish to use as ametric for affluence thenstudying consumption or durable owner-ship or lifestyle in each income percentileband is what you can do.

Some highlights from this analysis arethat an average household in the top 20%ofIndia haseight times theincomeasone


8/4/2019 CB-SEC

4/27

in the bottom 20% ofIndia.The lowest quintile has no income sur-

plus at all, surplus being defined as moneyleftover after meeting routine and non-routine expenditure. Rural India housesalmost half of the top two richest quintilesof Indian households. Most of the lowincome consumers are indeed in ruralIndia.

The top 20% of urban India is clearlythe richest. For example, the top 20% ofrural India is only half as rich as the top20% of urban India. However, such awide disparity does not exist between thepoorest 20% oftli'b~n'~n&ia a~d the poor-

est 20% of rural India.Further, given the uniformity of aspi-

ration and availability of products inrural and urban India, as well as theimproved rural-urban road connecti-vity, it does appear that we have a massmarket that spans both urban andrural, based on the levels of income thatexist.

Based on durable ownership data ofcars, two-wheelers and mobile phoneshave a reasonable penetration only inquintile 1 and to some extent in quintile2. The rest are still to start their "middleclass" journey in a significant way.

50

/'

";''':


8/4/2019 CB-SEC

5/27

Spending Patternsacross SECs

Spending habits are different for peoplebelonging to different sections of society.An analysis of consumer spending in thepast 10years reveals that the average con-sumer has been spending on an increasingnumber of different goods. There are anumber of factors affecting the consumerspending pattern in India.These include growing income levelsresulting in more disposable incomechanging attitudes towards consumption,changes in prices, introduction of newproducts, availability of credit such asloans, mortgages and credit cards, risingaspiration levels, increased literacy,grow-ing brand consciousness and rapid urban-isation.In this section we have looked at theconsumption patterns across a cross-sec-tion of consumers, viz. the Indian urban-ites, affluent consumers in metros, ruralconsumers and finallyconsumer spends inthe global scenario.


1 1", 4.. ~Ii"UrbanConsumersJUXt's 2009 syndicated study titled IndianUrbanites says the socio-economic group-ing or classification of urban Indians (intofive SECclasses 'A;'B; 'C; 'D' and 'E') hasbeen around for some time. SECs areextensively used inthe marketing world toidentify and derive the consumer worthi-ness and consumption lifestyleof individ-uals/family units. However, the descrip-tions of these SECclasses and their con-sumptionbehaviourareoftenbasedmoreon popular perceptions rather than an in-depth analysis of factual information.Segment SizesAccounting for 27% of all urban familiesand 25% of all urban individuals, SEC'E'constitutes the single largest socio-eco-nomic class in urban India.WhileSECD' isthe second largest at the 'family' countlevel (23%),SEC(' is the second largest atthe 'individual'count level(23%).This indi-

51

8/4/2019 CB-SEC

6/27

SpendingPatternsacrossSECs

SECs in the Total Urban Population

cates that on an average, SEC'(' familieshave relatively more individuals living inthem (4.77) than in SEC'D'families (4.10).SEC 'B' has the highest average number(5.02) of members living in a family.Interestingly, in SEC'0' and SEC'E' familiesthe average number of members is lowerthan the three higher SECgroups. SEC'A'isthe smallest urban socio-economic class at12% each of all urban families and allurban individuals.

Source: Juxt IndianUrbanites2009Study

Economic StatusIn terms of the household and per capitaincomes of these SECclasses, SECA'clear-ly towers above the rest with an averagemonthly household income of Rs. 18,549.On an average, a SEC'A'household earns4.4 times more than a SEC'E' householdand 1.7 times more than a SEC'B' house-hold. SEC'B' households have just about'above-average' income levels, earningonly marginally more than the overall

Average Monthly Household Incomes of Urban SECs

52



UrbanSEC No.of % ofTotal No. ofIndividualsin % ofTotal AverageNo.ofFamilies UrbanClass (mn) UrbanFamilies theseFamilies(mn) Individuals IndividualsperFamilySEC-A 9.10 12% 41.03 12% 4.51SEC-B 12.61 16% 63.27 18% 5.02SEC-C 16.58 21% 79.15 23% 4.77SEC-D 18.05 23% 73.98 22% 4.10SEC-E 21.08 27% 85.22 25% 4.04Total 77.42 342.64 4.43

EconomicStatus SEC-A SEC-B SEC-C SEC-D SEC-E All UrbanHouseholdsAveragemonthly household 18,549 10,911 6,776 5,112 4,219 9,113income (Rs.)Average per capita monthly 4,678 2,679 1,636 1,235 1,018 2,251householdincomeAverage per capita MHI as 2.1 1.2 0.7 0.6 0.5 1.0ratio of urban averageAverageearningmembersin 1.2 1.2 1.2 1.2 1.2 1.2the household

8/4/2019 CB-SEC

7/27

average urban household income. On theother hand, SEC '(' households have'below-average' household incomes andare almost as worse-off income-wise asSEC0' and 'E; especially when comparedwith incomes of SEC'A' and 'B: SEC'(' aver-age monthly household incomes are only1.3times higher than SEC'D' and 1.6 timeshigher than SEC'E

Distribution of MonthlyHousehold Incomes ofUrban SECs

%

%All UrbanHouseholds

0% 25% 50% 75% 100%.Up to Rs. 12,500II Rs.12,500toRs.25,000.Above Rs. 25,000

Source: Juxt Indian Urbanites 2009 Study

SpendingPatterns

Interestingly, while the averagemonth-ly household income of SEC'A' is over Rs.18,500, there are only 17% SEC'A' house-holds that have monthly incomes of Rs.25,000 or above.This indicates a very highlevel of inequality of incomes withinSEC'A:

The New Urban IndianConsumer PyramidBased on redefining SECs by the highest education

and occupation level among all members in thehousehold and not just of chief wage earner

Tier 1The consumingclass

Total-343 million individuals (77 million urbanfamilies)* NSSO/Census dalaprojectedfor 2009 by IndicusAnalysis

Source: Juxt Indian Urbanites 2009Study

Chicken Internetwala..Internet speeds up to 3.1 Mbps.Quickactivationand installationThat's what I call the surprise dish I made for my wife.Call: 18004208282

TJ\T~L.L +-pnot:onMob,le 8,oMband Semea

8/4/2019 CB-SEC

8/27


Only about 30% of all urban Indianhouseholds (SEC'A' and 'B') have aboveaverage income levels and qualify to becalled the 'consuming class' in urban India.This 'consuming class' comprises approxi-mately 22 million families with 105 millionindividuals. Within this, only about 13% ofSEC'A' families (or approximately 1.2 mil-lion urban families and around 5.3 millionurban individuals) qualify to be called the'affluent class'. The rest of the SEC 'A'(around 8 million urban families and 36million urban individuals) can at best betagged as the 'upper middle class: The 12million odd SEC 'B' families, with a littleover 63 million individuals living in them,qualify as the real 'middle class' in theurban Indian socio-economic landscape.

SEC'C; with its below-average incomeprofiles, is in the middle of the SEC pyra-mid and can be termed as the 'aspiringclass' in urban areas. It is probably equated

with the 'lower middle class' on the socio-economic ladder. Thus the 'aspiring class' inurban areas comprises 17 million familieswith approximately 79 million individuals.

Based on the income profiles, SEC 'D'and 'E' put together can be classified as the'underprivileged class' or the 'lower class'in urban India. At 39 million families and159 million individuals these two SECgroups account for almost half of theurban population. That is, urban India hasalmost as many 'have-nots' as it has 'haves'and 'haves in various stages of transit:Thus the urban Indian socio-economiclandscape has a huge 'underbelly' of 56million families and 238 million individuals(70% of the total urban population).While SEC'B' closes on SEC'A' on mostmodern day necessities, it's still only SEC'A'when it comes to owning the so-calledluxury goods. SEC'C;'D' and 'E' have inchedup mainly on the basics-house, TV,

Ownership of Asset Categories at the Household level

54


Businessworld Marketing Whitebook 2010-2011...I

Overall AssetOwnership SEC-A SEC-B SEC-CSEC-D SEC-E All UrbanHouseholdsAny TV 99% 98% 97% 90% 81% 91%Any phone 92% 85% 73% 61% 47% 67%Any CNSconnections 91% 84% 81% 69% 57% 73%Internet connection at home 11% 3% 1% 0.1% 0.3% 2%Any automobile 83% 63% 36% 26% 14% 38%Any card (debit/credit) 50% 30% 16% 10% 7% 18%Any camera (regular/digital) 16% 5% 2% 1% 1% 3%Any computer 37% 13% 4% 1% 1% 8%Anyfinancial investment assets 30% 17% 10% 6% 4% 11%Noneof these 0.1% 0% 0.1% 1% 3% 1%

8/4/2019 CB-SEC

9/27

SpendingPatterns

Ownership of Various Vehicles at the Household levelVehicleownedln.the SEC-A SEC-B SEC-C SEC-D SEC-E All UrbanHousehald HouseholdsBicycle 35% 38% 43% 47% 47% 43%Motorcycle/Scooter 78% 61% 35% 25% 14% 36%Cr 25% 6% 2% 1% 0.2% 4%


Ownership of Popular Physical Assets/Durables at the Household levelSpecificDura"bleAssetwnerhi;-l SEC-A I SEC-B I SEC-E I All UrbanHouseholdsColourTV 97% 94% 89% 75% 61% 80%Fridge 80% 63% 40% 23% 13% 37%WashingMachine 58% 34% 14% 7% 3% 18%Air Conditioner 15% 2% 1% 0.3% 0.2% 2%Microwave 9% 2% 0.4% 0.4% 0% 2%Mobile 89% 82% 70% 58% 45% 64%

32% 20% 11% 6% 3% 12%Computer 35% 11% 3% 1% 1% 7%Laptop 16% 4% 1% 0.3% 0% 3%Music System 26% 17% 9% 5% 4% 10%Ipod,PortableMP3 PI 7% 3% 2% 1% 2% 2%VCD/DVDPlayer 61% 46% 33% 25% 18% 33%

Source: Juxt IndianUrbanites 2009Study

8/4/2019 CB-SEC

10/27

Spending Patternsacross SECs

Ownership of Popular Financial Assets at the Householdd

56

Specific FinancialAssetOwnership SEC-A SEC-B SEC-CSEC-D SEC-EBank account 89% 82% 69% 55% 43%Debit card 41% 25% 15% 10% 6%Credit card 25% 9% 2% 1% 0.4%Fixeddeposits 24% 14% 9% 6% 3%Life insurance 57% 45% 29% 21% 16%Medical insurance/CGHS 11% 6% 2% 1% 1%Invested in shares 4% 3% 1% 1% 1%Mutual funds 8% 4% 1% 1% 0.4%

Source:uxt/ndianHouse Ownership levels and Type of House

HouseStatus SEC-A SEC-B SEC-C SEC-D SEOwn a house 76% 67% 63% 62% 58Livein a housebigger than 500sq.ft. 52% 40% 32% 27% 21Househas2 or more bedrooms 74% 58% 49% 43% 34

Source:uxtndianAverage Allocation of Household Expenditure among Major

-MonthlyHouseholdSpendHeads SEC-A SEC-B SEC-C SEC-D SEC- - --- - - -- -Basic food & clothing 50% 51% 52% 53% 55'- - - -- - - - mRent& Utilities 14% 13% 14% 14% 14'/.- --- - '--Transport/Conveyance 13% 12% 12% 11% 12"/.- -- - - - ---leisure & Entertainment 11% 11% 11% 10% 10'/.- - - - ---- --- -loan & other Liability 12% 12% 12% 12% 12%- - - --- ---- --- -Saving& Investment 15% 15% 15% 15% 14%-- - --Others 13% 13% 12% 13% 13%

c:-IncludesOnlYhoseHouseholdshoSpendUnderheIVpOriedeadsSource:uxtIndianUr

BusinessworldMarketingWhit

8/4/2019 CB-SEC

11/27

phone and two-wheeler ownerships.When it comes to the ownership of mostof the regular, modern day 'operational'lifestyle goods/durables/financial invest-ments (likeTV,Cable & Satellite (C&S)con-nection, mobile phone, two-wheeler,fridge, washing machine, bank account,lifeinsurance, and debit card), SEC'B' is notvery far behind SEC'A:However, in case of the more 'evolved'

modern day lifestyle durables and finan-cial investments (like car, computer, cam-era, air-conditioner, microwave, creditcard, fixed deposits, medical insurance,and mutual funds) SEC 'B' is still waybehind and only SEC 'A' seems to showsome decent levels of ownership.For some of these 'evolved' assets, even

SEC'A'shows a very dismal level of owner-ship. For instance, only 11% of SEC 'A'households has someone in the houseinsured for medical treatment, less than10% have invested in shares/mutual funds,only 16% have a camera, 15% have an AC,11% have an internet connection at homeand only 9% have a microwave. As afford-ability is not an issue per se for not owningor investing in these physical/financialassets by this class (as 27% SECA house-holds have a car which is far more expen-sive), it appears that even SEC'A'is not real-ly qS evolved in terms of the 'modernlifestyle' as popular perception may have

SpendingPatterns

us believe. It just may be that the bulk ofSEC'A' still does not really have any great'felt-need' for these 'highly evolved'lifestyle products.On the flip side of the coin, it may be a

similar story for SEC '(' and 'D' to a largeextent if not for SEC'E They also show amuch higher level of ownership of some-thing like a two-wheeler, which is far moreexpensive, than for some relatively muchcheaper modern day 'operational' levelhousehold durable like fridge, washingmachine, music system, computer, etc.Notwithstanding the SEC group thaturban Indians belong to, their consump-

tion is probably driven more by their 'felt'lifestyle needs and consumption orienta-tion than by their ability to spend. Whilethe ability to spend may determine the'value' at which they may buy that prod-uct/asset category, it is their felt lifestyleneeds and inclinations which determinewhat products/asset categories they willbuy in the first place.Lastly, for most asset categories,

SEC'(' is closer to the levels of ownershipshown by SEC'D' than by SEC'B:This againputs them almost in the category of'have-nots: SEC 'A' and 'B' spend only amarginally lower proportion of theirincomes on 'basic food and clothing' ascompared to the other SECs. The town-wise spread of the various SEC classes

8/4/2019 CB-SEC

12/27

SpendingPatterns across SECs

does not show any noticeably distinct pat-terns, except that marginally more SEC'A'consumers live in the metro cities andmarginally more SEC'E' consumers live inthe below 1 lakh population towns.On the other hand, if 57% of all SEC'A:households and above 50% of SEC'8; '(' and'0' households livein metro urban areas thenalmost half (48%) of SEC'E' households alsocome from the metro urban areas. This high-lights the need for marketers to look beyondthe metro cities in search of the higher SECstrata. An 'only metro' focus will neither givethem more of the higher urban SECclassesnor ignoring smaller towns willleave out sig-nificantly more of the lower urban SEe class-es for them.

, DistrictfTown Class byPopulation Size

All UrbanIndividuals0% 25% 50% 75% 100%. Up to 1 lakh Population. Above 5 lakh Population. 1Lakh - 5 lakh Population

MetrosSource: Juxt Indian Urbanites2009Study

58~

Similarly, the 'region-wise' spread ofthe various SEC classes also does notshow any noticeably distinct patterns,except that marginally fewer SEC 'E'households come from the west zone,marginally fewer SEC'A' and '8' house-holds come from the south zone andmarginally fewer SEC'(' and '0' house-holds come from the north zone.Education and Occupational StatusWhile the chief wage earners (CWEs)ofSEC'A'and '8' households are significantlymore educated than CWEs of SEC 'C; 'D'and 'E; the same is not true when it comesto the 'other family members' of thesehouseholds. At the CWE level, SEC 'A'households are way ahead of the otherSECs on 'graduation or plus' educationlevel, followed by a distant SEC '8' andalmost negligible lower SECs. SEC'8' and'(' catch up with them significantly at the'HSClSS(, level of education of the CWE.Infact at this level of education of the CWE,there is little to choose between SEC'A;'8' and 'C

However, in the case of educationalprofiles of the 'other members of the fami-ly' the difference becomes less stark acrossallSECclasses.EvenSEC0' and 'E'catch upwith the other three SECgroups to a cer-tain extent. This indicates that the differ-ences between the SECclasses look morepronounced when we filter them on 'CWEeducation' per se. These differencesbecome very stark on the 'graduate plus'education level filterbeing applied.Takinga relookat things from'allmembers of thefamily' filter blurs the differences a bit.These variations become even moreblurred when the 'HSCISSCplus'education


8/4/2019 CB-SEC

13/27

Educational level and Occupation

Spending Patterns

level filter is applied, especially among SEC'A;'B' and '(' households.

In terms of occupation of the CWE, SEC'A'CWEs are predominantly the 'white col-lar' salaried employees and 'business own-ers'though almost one in five SEC'N CWEsis also a shop owner/trader/blue collaredworker. From SEC'B' downwards, it is theshop owner/trader/blue collared workercombination which dominates the CWEprofessions (except in case of SEC'B' where'white collar' salaried employees arealmost as strong as 'blue collar' workers/shop owners/traders).

Thus, the presence of 'white collar'occupations makes SEC 'N and 'B' a littlesimilar, and the predominance of 'shopowners/traders/blue collar' occupationsmake SEC 'C; '0' and 'E' somewhat more


Source:Juxt IndianUrbanites2009Study

similar to each other. However, in all thefive SEC classes, the occupational profilesof 'other members of the household' lookvery similar. On the whole it appears thatthe SEC classes are less distinct units intheir demographic profiles at the 'familylevel' and more distinct units when seenonly from the 'CWE level~

In terms of the gender of the CWE ofthe household, it is the lower strata SECs,especially SEC'E' which shows the highestproportion of 'female' CWEs at S%. In fact,females form only 2% of SEC'N and SEC'('CWEs, the lowest amongst all SEC classes.Lower SECstrata families are more likely tohave 'employed' female members. What issurprising however is the fact that relative-ly more female members are the 'CWEs' ofsuch households.

-59

SEC-A SEC-B SEC-C SEC-D SEC-E All UrbanHouseholdsGraduate& above- eWE 85% 30% 0% 1% 0% 15%Hse/sse & above- eWE 99% 93% 74% 20% 0% 47%Graduate& above- other family members 30% 14% 6% 3% 2% 8%Hse/sse & above - other family members 67% 57% 46% 29% 23% 40%Salariedemployee- eWE 42% 38% 27% 8% 0% 19%Self employed- eWE 8% 3% 0% 2% 0% 2%BusinessOwners- eWE 29% 18% 3% 1% 0% 7%ShopOwnersfTraders/Skilled/Unskilled 22% 41% 70% 90% 100% 72%Workers- eWEEmployed- other members 21% 20% 20% 21% 22% 21%Student- other members 33% 33% 34% 33% 33% 33%Housewives- other members 34% 34% 33% 32% 31% 33%

8/4/2019 CB-SEC

14/27

SpendingPatterns across SECs

Gender of Chief Wage Earner

SEC-A

97%

98%

97%SEC-B

98%SEC-C

97%SEC-D

95%SEC-E

All UrbanIndividuals0% 25% 50% 75% 100%II Male II Female

Source: Juxt Indian Urbanites 2009 StudyIn terms of the 'age' of the CWEs,thelower strata SECs have relativelyyoungerCWEs. Both SEC 'D' and 'E' have the

youngest CWE age profiles, with 40% oftheir CWEs aged below 35 years. On theother hand, SEC'A'and 'B' show a relativelymore mature age profile of the CWE,32%and 31% of their respective CWEs are over35 years in age. Clearly then the 'typical'marketing/advertising definition of thecore target audience as 'below 35 years ofage in SECA/SEC B'excludes a good one-third of the CWEs of these families.

60

Age of Chief Wage Earner

SEC-A

SEC-B

72%SEC-C

75%SEC-D

74%SEC-E

All UrbanIndividuals0% 25% 50% 75%

.. 19- 35 years II Above 35 yearsSource: Juxt Indian Urbanites 2009 study

While only 9% individuals belonging toSEC'A'families prefer to read in English, it'sa mere 2% for SEC'B; and 1% or below forthe remaining three SECs.This clearly indi-cates the prominence of 'vernacular lan-guages' as a means to communicate withthe urban Indians across all the SECclasses.

SEC'E'has the highest relative proportionof 'married with children' CWEsat 81% andSEC'B'has the highest relative proportion of'married without children'CWEs at 30%. SEC'B'has the lowest relative proportion of'mar-riedwith children' CWEsat 60%.


8/4/2019 CB-SEC

15/27

Preferred Language of ChiefWage Earner

All UrbanIndividuals0% 25% 100%0% 75%. English.indi. Tamil/Telugu/Kannada/Malayalam . Others


'Unmarried/single' individuals form afairly insignificant proportion of CWEsacross all the SECclasses.

Top 5 Priorities across SECs

SpendingPatterns

Marital Status of Chief WageEarnerSEC-A

SEC-B

SEC-D

SEC-EAll UrbanIndividuals

0% 25% 50% 75% 100%II Single/Unmarried II Marriedwithout childrenII Marriedwith children II Others


Psychographic ProfileWhile 'money; 'family' and 'education' arethe top 3 priorities across SECclasses, the


Source:JuxtIndianUrbanites2009Study

~61

SECA SECB SECC SECD SECEAspectof Topmost Aspectof TopmostAspectof Topmost Aspect Topmost Aspect TopmostLife Priority Life Priority Life Priority of Life Priority of Life Priority

Money 27% Money 33% Money 41% Money 22% Money 35%Family 22% Family 28% Family 23% Educa- 21% Educa- 20%tion tionEducation 12% Educa- 9% Education 8% Parents 21% Family 12%tionChildren 7% Job 6% Spiritual 7% Job 10% Health 11%Stability Experi- StabilityenceHealth 6% Children 4% Parents 7% Family 10% Status 7%

8/4/2019 CB-SEC

16/27


Top 5 Luxuries across SECs

relative importance assigned to each ofthese does vary significantly across SECs.For instance, although money remains thechief priority across SECs,it is accordedmuch higher importance relatively by SEC'(' and 'E' individuals. 'Family' is consideredfar more important by the higher SECs('A;'B' and '(') while education supersedes

62

Source:Juxt IndianUrbanites2009Studyfamily among the lower SECs 'D' and 'E:These priorities are in line with the alreadyhigher education levels among SEC'A; 'B'and '(' and much lower education levelsamong SEC'D' and 'E

'A world tour as a holiday; 'a house inthe most posh locality in town; 'air travel infirst class' (in almost that order) are the


SECA SECB SECC SEC0 SECELuxury Most Luxury Most Luxury Most Aspect Most Aspect MostPrefer- Prefer- Prefer- of life Prefer- of life Prefer-red red red red red

Option Option Option Option OptionA world tour 69% A world tour 65% A world 65% Owna 56% Owna 64%as a holiday as a holiday tour as a housein house in

holiday the most the mostposh poshlocality locality inin the the towntownOwna house 59% Owna 65% Own a 54% A 52% Travel in 58%in the most house in house in world a spaceposh locality the most the most tour craftin the town posh posh as alocality in locality in holi-the town the town dayAir travel in 43% Air travel 46% Air travel 45% Ownthe 39% Owna pri- 49%first class in first in first most vate jetclass class advance

d laptopin theworldOwnthe most 36% A candle 33% Ownthe 38% Air 36% Air travel 49%advanced light dinner most travel in firstlaptop in the in a ultra- advanced in first classluxury hotel classworld laptop inthe worldA candle light 33% A cruise on 29% Ownan 35% Travel in 35% Build a 42%dinner in a a luxury iPhone a space hugeultra-luxury yacht craft mansionon thehotel beach

8/4/2019 CB-SEC

17/27

most aspired for luxuries by the majorityacross the higher SECs ('A; '8' and 'C').However, for SEC'E' individuals, while thedream of 'air travel in first class' becomesthe most desirable luxury (it is possiblethey might be responding to 'air travel' perse), surprisingly 'owning an iphone' is thenext aspired for luxury at 60%, followed by'a world tour as a holiday:Mobile phone emerges as the biggest

necessityof life for all the five SECclasses,peaking with SEC'E' at 97% and at its low-

Top 10 Necessities across SECs'

Spending Patterns

est with SEC'A'at 87%.Thereafter,newspa-pers, TV, good food, clothes and musicstand out as the next most importantnecessities of life for all of them, thoughthe order of importance/ranking of theseitems change across SECs.Newspaper isthe secondmost necessarything for all theSECs except for SEC 'C' individuals whochose'good food' at this rank.While SEC'D'chose clothes at a relatively higher rankthan the other SECs,SECE'rankedmedi-cines relatively higher.

IComputer and internet were removed from the list of items during the analysis stage as these had a highly hiased response due to the fact that the sur.vry was conducted online.



,,-63

SECA SECB SECC SEC D SEC EItem Absolute Item Absolute Item Absolute Item Absolute Item Absoluteneces- neces- neces- neces- neces-sity sity sity sity sity

Mobile 87% Mobile 90% Mobile 89% Mobile 92% Mobile 97%phone phone phone phone phoneNewspa- 76% Newspa- 72% Good 72% Newspa- 68% News- 82%per per food per paperTV 73% TV 68% News- 70% Clothes 63% TV 64%paperClothes 68% Good 66% TV 68% TV 59% Clothes 62%foodGood 67% Clothes 65% Clothes 64% Music 56% Music 57%foodMusic 59% Music 56% Music 58% Good 53% Good 56%food foodWatch 48% Watch 52% SMS 50% Yoga 48% Medi- 42%cinesLife In- 44% Life in- 47% Watch 48% Movies 45% Movies 40%surance suranceYoga 43% Yoga 45% Radio 42% Radio 40% Shop- 38%pingMedi- 43% Morning 43% Shop- 41% Watch 37% Jeans 37%cines walks ping

8/4/2019 CB-SEC

18/27

II':! :

III

..

Spending Patterns across SECs

Top 5 Attributes Defining Social Status

Further, while 'morning walks' stand outamong the top 10 necessities of only SEC'B; jeans stand out for only SEC'E; SMSforSEC'(' and radio for both SEC'(' and 'D: Onthe whole it seems that mobile phone,media, music, clothes and good foodtogether with a concern for health (yoga,morning walks, medicines, etc.) are at thecore of driving current lifestyles of allurban Indians, though with different rela-tive priorities accorded to them by differ-ent SECs.Social StatusWhile for SEC'A;'B' and '(' social status getsdefined the most by the 'people you movearound with; for SEC 'D' it is a mix of the'people you move around with' and 'educa-

64


tion level' and for SEC'E' it is the 'moneyyou have' and 'education level:Atthe sametime, 'family prestige' and 'professionalachievements' are also important statussymbols for SEC'A'and 'B: On the otherhand, 'residence neighbourhood' is alsoconsidered relatively more important bySEC(' individuals (14%).Byand large,theeducational level of family members isconsidered more important by the lowerSECs.Personality, Outlook and OpinionsSEC'A'individuals are the most 'family-ori-ented' while SEC 'E' individuals are themost 'outward-directed: SEC'A'individualsspend their spare time relatively more'together as a family' (both indoor and out-


SEeA SEe B SEe e SEe D SEeEAttribute % Attribute % Attribute % Attribute % Attribute %defin- defin- defi- defi- defin-ing ing ning ning ingPeopleyou 27% Peopleyou 27% Peopleyou 24% Peopleyou 26% People 26%movearound move move move youmovewith around around aroundwith around

with with withEducation 18% Yourfamily's 20% Education 20% Education 25% People 20%level of family prestige levelof level offam- youmovemembers family ilymembers aroundmembers withProfessional 17% Professional 19% The neigh- 14% Professional 19% Money 18%achievements achieve- bourhood achieve- youhave

ments you livein ments madeYourfamily's 17% Education 14% Professio- 14% Yourfamily's 15% Professio 14%prestige level offam- nal prestige nalilymembers achieve- achieve-ments mentsMoneyyou 8% Moneyyou 8% Yourfami- 12% Theneigh- 4% Yourfami- 10%have made have made Iy'spres- bourhood Iy'spres-tige you livein tige

8/4/2019 CB-SEC

19/27

Personality Orientation across SECs

SpendingPatterns

door put together) than the other SECs.SEC'(' individuals also prefer to spendmore time with the family when indoors,but do not do the samewhen they go out.Onthe other hand, SECE'individuals showthe leastinclination to spend time with thefamily, whether indoors or outdoors. Infact, more of them tend to spend moretime with close friends/relatives whenthey are indoors and outdoors.

When it comes to spending spare timeat home, most SEC'B' and '0' individualsareoriented to spend time by themselves.SECA'and '(' are more inclined to spendtime with other family members while two



in five SEC'E' individuals tend to call upfriends/relatives on the phone and chatwith them. In the context of spendingspare time outdoors, SEC(' and 'E'individ-uals tend to go out with very closefriends/relatives. SECB'and '0' are equallyinclined to go out either with family mem-bers or with very close friends/relatives,while SEC'A'ndividuals clearly prefer to goout with family members.

In a party/get-together, SEC'E'ndividu-als are relatively more interactive and 'allover the place' (30%) while seven in tenSEC'(' and '0' individuals tend to eitherstick to people they already know or prefer

65

Spendingyour spare time when at home SEC-A SEC-B SEC-C SEC-D SEC-E All UrbanIndividualsI usuallydo somethingall bymyself/alone 39% 43% 29% 43% 42% 37%I usuallydo somethingwith the other 45% 40% 51% 38% 25% 38%membersn the family--I usuallycall upfriends/relatives & chat 9% 10% 11% 14% 32% 19%withthemonphone-I usuallycall over friends/relatives to my 6% 8% 9% 5% 2% 6%home& dosomethingtogether with themr All UrbanSpendingyour spare time outdoors SECA SECB SECC SEC0 SECE IndividualsI usuallygo out & do somethingall by 12% 12% 21% 24% 25% 20%myself/aloneI usuallygo out with the other members 44% 38% 20% 32% 22% 28%ofmyfamily-I usuallygo out& do somethingwith very 30% 37% 54% 32% 39% 41%closefriends/relativesf--I meet/party/get-togetherwith anyone- 14% 14% 6% 12% I 14% 12%fri end/a cquainta nce/colle ague/assoc iate

8/4/2019 CB-SEC

20/27


to be by themselves. SEC'A'and 'B' are inthe middle ofthese two sets-they largelyprefer to interact only with the peoplethey know or those they can identifywith.

When it comes to buying a product orservice, three in five SEC'E' individuals'trust only their own judgement: Abouthalf of SEC'e individuals 'discuss it withother people they trust but finally rely ontheir own judgement. SEC'A' individualsare relatively more inclined to actively'seek the advice of others, take their opin-ion seriouslyand then take a finaldecision:

While higher SECsindividuals ('A'and'B') have a more liberal perspective on'gender roles;the lowerSECs('C;'D'and 'E')have a more liberal view on 'man-womanrelationships and sex: Nearlytwo in threeSEC'A;'B' individuals say that 'men andwomen must play interchangeable rolesfor a family to be successful: Fewer indi-viduals among SECe and 'E'believe so. Infact one in three from this latter group areof the viewthat'man and woman have dif-ferent familyrolesand must playtheir ownroles for a familyto be successful:SEC'E' voices the highest support forgender equality (83%)followed by SECA'and'B: SEC'eand 'D'are relativelylesssup-portive of this view-one in four believesthat 'men are superior to women: The out-look on 'role of women in society' is quiteprogressiveacross SECswith over half say-ing that a woman should give as muchimportance to her individualityand careeras to homemaking. This opinion is pre-dominant among SECA'and 'B:Thewidelyheld viewamong SECA'and 'B'individualsregarding romance is that it is 'the long-term emotional bonding between a manand a woman' whereas relatively more

66~

among SEC'D' consider romance as 'ashort-term relationship between a manand woman: Moreof SECe and 'E'individ-uals believe that 'romance is the first stageof a man and woman likelyto get marriedto each other: SECAand Balso have a rel-ativelymore conservative viewon the roleof sex in lifeper se.WhileSECA'and 'B'seethe role of sex in lifemore as an 'essentialpart of married life; SEe 'e and 'D' see itmore as an 'essential part of romantic life'while SECE'has a divided opinion.

A higher proportion of SEC'A'and 'B'individuals find pre-marital sex unaccept-able under any circumstances. Incompari-son, SEC'C; 'D' and 'E' have a more liberalview of pre-marital sex.One-third amongSECE'individuals feel that pre-marital sexis acceptable when the indulging coupleplan to marry each other.

In terms of the parent-child relation-ship, more of all SEC individuals areinclined towards guiding the childtowards independent decision making.However,relative to the other SECs,moreof SEC'e individuals lay greater trust onthe parents being in charge and takingdecisions on the child's behalf.

Being 'youthful' has different connota-tions across SECs.SECE'largely believes ithas to do with being young while sizeableSECD'individuals say it is connected withlooking young/wearing casual clothes.Many SEC'A'and 'B' individuals associate'being youthful' with feeling fit andhealthy and being optimistic in facingchallenges in life.Being 'cool' is largely associated with'not getting frustrated/ angry easily'espe-ciallyby SECB;'e and 'E Twoamong fiveSECE' individuals believe it implies'being


8/4/2019 CB-SEC

21/27

cold or emotionally detached: One in fiveSEC'A' individuals feel it is 'being highlyflexible and adaptable'while more amongSEC'D' associate it with 'trendy clothes'!,casual/un-groomed look' and 'beingunfazed during challenges:Social OrientationHigher SECindividuals are linked to pro-fessional associations and community

SpendingPatterns

clubs whereas lower SEC individuals arelinked to spiritual/religious groups. SEC'Cindividuals are the most active membersof a spiritual/religious group, followed bySEC'8' and 'E' individuals. Somewhat moreSEC'A' individuals are members of the localcommunity/recreation/social clubs.

SEC '8' individuals are relatively themost socially motivated-they believein/support more social causes/progra-

Active Members of Professional Associations/Community Clubs/Religious Groups


Source: Juxt Indian Urbanites 2009Study

-67

SECA SECB SECC SECD SECEOrganisationMem- Organisation Mem- Organisation Mem- Organisation Mem- OrganisationMem-bers bers bers bers bersLocalcom- 21% Religious 21% Religious 30% Religious 24% Religious 23%munity group/ group/ group/ group/group/club organisation organisation organisation organisationProfessional 19% Professional 17% Spiritual 29% Spiritual 18% Local com- 17%association association group group munity

group/clubSports 19% Local com- 17% Professional 20% Professional 14% Spiritual 15%club/gym munity association association groupgroup/clubReligious 18% Voluntary 15% Sports 19% Recreational 12% Professional 13%group/ service/ club/gym / social club associationorganisation charityVoluntary 15% Sports 15% Local com- 18% Sports 12% Sports 12%service/ club/gym munity club/gym club/gymcharity group/clubSpiritual 14% Spiritual 11%

Volutal17% Local com- 10% Voluntary 9%

group group service munity service/charity group/ charityclubRecreational 14% Art/cultural 11% Voluntary 14% Voluntary 8% Art/cultural 7%/ social club organization educational service/ organisationprogramme charityVoluntary 12% Recreational 9% Art/cuIturaI 12% Voluntary 5% Recreational 4%educational / social club organisation educational /social clubprogramme programmeArt/cuIturaI 9% Voluntary 9% Recreational 11% Art/cuIturaI 5% Voluntary 3%organisation educational / social club organisation educational

programme programme

8/4/2019 CB-SEC

22/27


mmes on an average. SEeD' and 'E'are theleast involved.Stopping child labour, edu-cation for the girl child and saving theenvironment, are the chief social causesfor the majority of SECNand 'B' individu-als.Keysocialcauses for SECe individualsare-education for the girl child, prevent-ing female infanticide,saving the environ-ment and stopping child labour.

Diwali is the most popular festivalacross SECsespecially among SEC'A'and'D' (92%each). Holi and Rakshabandhanare the next most celebrated festivalsacross all the SECs.Inlinewith their higherinvolvement with religious groups, thelower SECscelebrate 'religious' festivalsmuch more. For instance, Navratra is thesecond most celebrated festival amongSEC'EMakarSakrantiand Shivratriare cel-ebrated relativelymore bySECD'individu-als while Eidis celebrated more by SECESurprisingly,Valentine'sDayis alsomore ofan occasion to celebrate among SEC'E'than it isamong the other SECs.Technology OrientationAt the level of technology and the way itbenefits them, the higher SECs('A'and 'B')relate to the benefits more in terms of'entertainment; 'staying in touch' and 'stay-ing updated~Onthe other hand, lowerSECstrata ('C;'D' and 'E') relate it more with'entertainment; 'source of income' and a'more organised life~SEC'D' and 'E' alsobelieve relatively more that technologyhas given them the flexibilityof workingfrom anywhere.Further,in terms oftechnology orienta-tion, not only are relatively more SEC'eindividuals self-confessed 'gadget freaks'but more among them liketo buy gadgets

68

that look great and match their style. Onthe other hand, SEC'N and B'individualsare more 'functionality' oriented-they aremore inclined to use the latest gadgets toenhance their performance and also liketouse gadgets that are easy to operate.GadgetsWhileSECNand 'B'relate more to the roleof TV in terms of 'entertainment' and'source of information; SEC'C; 'D' and 'E'relate it relatively more with 'entertain-ment; 'spending spare time' and 'unwind-ing and relaxing~The primary role of themobile phone is seen by all SECs asenabling them to 'stay connected' and 'stayin touch~Whilemore of SECB'and 'E'indi-viduals say it helps them to 'stay in touchwith others more often; more of SEC'eand 'D' individuals feel it's their 'lifeline tostay connected 24X7with the rest of theworld~Relativelymore among SECE'alsobelieve that they are mobile phoneaddicts and that it has given them greaterflexibility to work from anywhere. Theinternet is the main source of entertain-ment for one in three SEC'D' individualswhile for SEC'A;B'and 'e it has added totheir self-improvement requirements sig-nificantly.Regular Daily Life ProfileThe 'routine life' differences of SECsgethighlighted even more in 'how' time isspent on various routine activities.Routine ActivitiesSECD'is the most involvedindaily house-hold chores with relativelymore individu-als cooking, cleaning utensils, washingclothes, and shopping for milk/other gro-


8/4/2019 CB-SEC

23/27

SpendingPattems

Technology Orientation across SECs


Businessworld Marketing Whitebook 2010-2011 ,-69

SECA SECB SECC SECD SECETechnology%in- Technology%in- Technology%in- Technology%in- Technology %in-Orientationclined Orientationclined OrientationclinedOrientationclined Orientation clinedI liketo 33% I like to 31% I like to 26% I liketo 28% I liketo 34%utilisethe utilise the utilise the utilise the utilise thelatestgad- latest gad- latest gad- latest gad- latest gad-gets/tools gets/tools gets/tools gets/tools gets/tools tOto enhance to enhance to enhance to enhance enhancemymyper- myper- myper- my per- perfor-formance/ formance/ formance/ formance/ mance/ef-efficiency efficiency efficiency efficiency ficiencyI liketo use 19% I ama 21% I ama 25% I ama 20% I ama gad- 21%gadgets gadget gadget gadget get freak andthat are freak and freak and freak and loveto stayaboveall, love to stay love to stay love to stay surroundedsimpleto surrounded surrounded surrounded bythemoperate by them by them bythemanduseIama 18% Ilike to buy 19% I liketo buy 24% I liketo buy 16% I liketo buy 13%adet adets gadgets gadets gadgetsthatrea and t at ook that look that ook look greatloveto stay great and great and great and andmatchsurrounded match my match my match my mystylebythem style style styleI liketo buy 14% I like to use 15% I don't 17% I don't 14% I like to use 12%gadgets gadgets like to use like to use latest gad-that look that are gadgets gadgets gets/tools togreatand aboveall, much as I much as I stay abreastmatchmy simpleto would like would like and not fallstyle operate to keepmy to keepmy behindand use life simpler life simplerI don't 11% I don't 11% I like to use 7% I like to use 12% I don't like to 12%liketo use like to use gadgets gadgets usegadgetsgadets gadgets that are that are muchas Imuc as I much as I aboveall, aboveall, would like towouldlike would like simpleto simpleto keepmy lifeto keepmy to keepmy operate operate simplerlife simpler life simpler and use and useI liketo use 5% I like to use 4% I like to use 2% Ilike to use 11% I like to use 8%latestgad- latest gad- latest gad- latest gad- gadgetsthatgets/tools gets/tools gets/tools gets/tools are aboveto stay to stay to stay to stay all, simpletoabreast abreast abreast abreast operate andandnotfall and not fall and not fall and notfall usebehind behind behind behind

8/4/2019 CB-SEC

24/27

SpendingPatternsacrossSECs

Indoor Entertainment ActivitieslPastimes

ceries.Besidescooking food, SECA'is rela-tively more occupied with shopping fordaily groceries and gardening than clean-ing/washing. When itcomes to the indoorentertainment activities or pastimes athome, SECA'and 'B' individuals watch TVand play indoor games relatively more,

70


while SEC'C; 'D' and 'E' prefer to watchmovies on CD/DVDrelativelymore. Atthesame time, SEE'D' individuals also readbooks/magazines relativelymore.'Eating out' and 'generally hanging outwith friends' are the most common out-door entertainment activities undertaken

Businessworld Marketing Whitebook 2010-2011 -

SECA SECB SECC SECD SECEActivity Preferred Activity Preferred Activity Preferred Activity Preferred Activity PreferredBy By By By ByListening 80% Watch- 80% Watch- 71% Listening 73% Watch- 85%to music ingTV ingTV to music ingmoviesonVCD/DVDWatch- 78% Listening 73% Listening 69% Watch- 73% Watch- 71%ingTV to music to music ingTV ingTVWatch- 59% Watch- 59% Watch- 65% Readin? 71% Listening 71%ing . in in books to musicmovies movies movies maga-onVCD/ onVCD/ onVCD/ linesDVD DVD DVDReading 59% Reading 53% Playing 62% Watch- 68% Playing 68%books/ books/ com- in computerlI)aga- maga- puter movies gameslineS lines games onVCD/DVDPlaying 58% Playing 51% Reading 44% Playing 46% Reading 48%computer com- books/ computer books/games puter maga- games m.aga-games lines lineSPlaying 30% Playing 34% Partying 22% Partying 21% Playing 22%indoor indoor at home at home indoorgames games gameswith with withfriends/ friends/ friends/family family familyPartying 23% Partying 18% Playing 22% Playing 17% Partying 15%at home at home indoor indoor at homegames gameswith withfriends/ friends/family family

8/4/2019 CB-SEC

25/27

Top 5 Hobbies and Interests

Spending Patterns

across SECs,though eating out is relativelylower among SEC'D' and 'E SEC'B' is alsomore inclined to shop/window shop,watch art/culture performances or go forlong walks. On the other hand, watchingmovies in cinema halls is more commonamong SEC'A' and 'E' and least preferredamong SEC'D~

The lower strata SECparents, especiallySEC'D' and 'E'ones, largely spend time withtheir children playing indoors, teachingthem or helping them with their home-work. Reading stories to their children isalso more common among SEC'(' and 'D'parents. The upper strata SEC parents ('A'and 'B') spend relatively more time withtheir children while watching televisionwith them and taking them out forfun/entertainment.

At the same time, SEC 'A' also likes toread, solve puzzles, get involved with alter-native healthcare, politics and listen tospiritual discourses more than other SECs.SEC'(' is relatively more interested in regu-



lar sports and in dabbling in stocks. SEC'D'individuals show relatively higher inclina-tion to sing, dance, do gardening, do bird-watching, handicraft and interior design-ing, while playing computer games,singing and dancing are the other chiefinterests of SEC'E~

Having a cup of tea/coffee is the mostpopular way of relaxing and unwindingacross the SECs.SEC'A'and 'B' have a muchwider variety of ways to unwind/relax-more among them close their eyes/medi-tate, go for a walk, read a book, stand on aterrace/balcony and look outside, take anap or have a head massage. While havinga drink with someone relaxes SEC'(' rela-tively more, taking a bath as a way tounwind is relatively more popular amongSEC'D' while chatting with special friendshelps SEC'E' relatively more.

On the whole, it appears that someforms of routine activities are highly popu-lar cutting across the SEC spectrum, likecooking as a household chore, watching

71

SECA SECB SECC SECD SECEActivity Involved Activity Involved Activity Involved Activity Involved Activity InvolvedListening 82% Listening 81% Listening 70% Listening 70% Listening 96%to music to music to music to music to musicReading 65% Cinema/ 59% Cinema/ 57% Reading 59% Bird 60%books films films books watchingCinema/ 60% Reading 59% Playing 53% Cinema/ 59% Reading 60%films books computer films booksgamesPlaying 53% Playing 53% Reading 51% Singing 56% Garden- 51%computer computer books inggames gamesSinging 45% Singing 45% Singing 40% Dancing 45% Singing 44%

8/4/2019 CB-SEC

26/27

'>f.I' '' 'UIIIY rarrerns across :)I:[;s

TV at home with children as a way ofspending time with them, connecting/chatting with friends on phone, walking tostay fit, learning computers as a skillenhancement requirement and listeningto music asa hobby.At the same time, it appears the higherSECindividuals ('A'and 'B') tend to under-take a much 'wider variety' of activities(maybe because they have better meansto accessthese) and indulge in the more'evolved' and 'trendy' formats of theseactivities (maybe because of the betterawareness/exposure to these formats incombination with the better means). Incontrast, the lower SECgroups ('C'to someextent and 'D' and 'E' to a larger extent)indulge in relatively fewer and the morebasic versions of how these activities canbe accomplished.Shopping Orientation and HabitsWhile higher level SECsdo more 'balanc-ing' between trends and needs, shoppersacross all SECs consider 'performancequality' as the most important criteria forbuying products/services. When it comesto buying things that are trendy, two inthree among SECA'and 'B' individuals tryto strike a balance by choosing the latestproducts that fit their needs.However,SEC'E' clearly chooses in favour of the latestand trendy products/services while SECD'is the least bothered about the latesttrends and only buys what is needed.When it comes to making decisions

about buying products/services, 'perform-ance quality' stands out as the chief deci-sion criteria used to evaluate options byindividuals across the SECspectrum. Infact, the higher level SECs('A'and 'B') and

72

SEe '(' give. mme im.!than the other two SECtance quality; all the SEC1importance to 'brand im

llowed by 'price' in SECC:Different SECindivident levels of reliance 0while taking a final decislproduct/service. While Slargely use their self-judgproduct decisions, SEC('it more with trusted peoprelies on self-judgement.show the highest relativseek the advice of otheropinion seriously into acc

1ng the final decision.Media UsageSEC 'A' individuals are theusers across television, nEand internet at home. Inusage at home drops as (the SEC ladder. In term

~media, while TV is eqamongst all the SECs,neand internet usage declineif one goes down the SECIq,Other highlights of medialSECsare:.:. Weekday television vie;similar across SECs.Lig~to one hour per day) ,higher among SEC'A: ~have somewhat morehours or more) televisioweekends.

.:. Radio listenership ismor~among SEC'A'and '8' andty of listening to this me

cb-sec

Documents