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Indian Women 2010Demographic, Psychographic & Consumption Lifestyle profiling of Women Consumers in India
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Most recent and representative survey-based estimates of women
consumers in India by their occupationalmarital status segmentation
Estimates based on a very large land survey conducted in AprMay 2010 surveying over 259,000 individuals living in 37,000households in 101 cities and 20,000 households in 1,000+ villages
A highly comprehensive profiling of Indian women consumers - in
their demographics, psychographics and consumption lifestyles
A deeper profiling of various type of women occupational and marital status segments in India and how they differ in theirconsumption lifestyle and preferences includes details about their location and language preferences, socio-economic status,
household and financial assets ownerships, monthly and annual household expenditure on main spend heads, personal and household
level consumption of some lifestyle products along with brand preferences, psychographic profile, regular lifestyle habits and
preferences, holiday and entertainment preferences, shopping orientation & preferences, media usage, .
Demographic and socio-economic profiling is based on all women individuals living in the surveyed households. Psychographic and
consumption lifestyle profiling is based on information ofwomen respondents who answered on behalf of their households
Study Overview
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Study Methodology
A large-scale land survey was conducted to estimate and profile Indian families and their
individual and household consumption behavior. The survey covered towns and villages of all
population strata in all the mainland states and union territoriesin India (covering all the key,
and 69 of the total 77 regions in India as classified by NSSO)
Though the selection of towns and villages was purposive, the sampling within the towns was
done on 2-stage random basis (firstly a random selection of polling booths, and then a random selection of
households from the electoral list within each of these randomly selected polling booths); within villages sampling
was done on systematicrandom basis(selection of every nth
house in the village)
To make the survey findings representative of the entire Indian population (and not just of the
surveyed households and individuals) appropriate state-wise, urban district/village class and SEC
combination level household representationweights, as derived from the authentic Govt. of
India base-level population statistics (NSSO/Census), were applied to the survey data
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Segmentation of Women Consumers
Urban Sample Rural Sample
Women Students Unmarried and studying 20,709 11,929
Working Maidens Unmarried and working 1,242 522
Housewives Married and not working 5,810 2,767
Housewife Moms Married with children and not working 34,456 18,580
Working Wives Married and working 534 275
Working Moms Married with children and working 3,151 1,955
(by a combination of their occupational and marital status)
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Topline Findings
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There are only 40 million workingwomen in India (9% of all women). Of the rest,148
million are students and 260 million are housewives
Housewife moms is the largest occupational-marital segment among women
(50%) with an average age of 37 years
2 out of 3 working women are also workingmoms
Half of all the gainfully employed women in India are unskilled workers. Only 1
in 10 works in the corporateworld
Southern region contributes the highest proportion of working women. Marathi andTamil reading women form a noticeable proportion of working women
A World of Housewives & Moms
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Housewives/Housewife moms show better SEC profiles (belonging to SEC A,B and C)
than working wives/working moms
They have higher avg. monthly incomes in the family (and better household asset
ownership levels) than the households with working wives/working moms
2 out of 3 urban working wives/moms live in the smallest tier 4 towns. A
relatively higher proportion of housewives/housewife moms live in bigger cities
Housewife moms highlight playing with children as their favorite pastime at
home noticeably more than the working moms
The housewives are better-off!
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After money different women segments show distinct secondpriority in their
lives (self-education for women students, status/fame for working maidens, childrens education for
housewife/working moms, family for housewives and health for working women)
Women without children prefer to hang out with friends more, while women
with children prefer to visit relatives/neighbors relatively more
Working wives/moms see themselves as least physically fit. These segments
also show the highest relative incidence of lifestyle diseases
Working wives have the lowest self-perceptions of their attractiveness, and
they claim to use personal care/cosmetic products the least. They also consume
processed food the least
Different drives, different lifestyles
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Working wives are relatively the most price conscious, working maidens and
women students the most brandimage and trend conscious
Cookery is the biggest hobby among housewife moms and working wives,
cinema/films is the biggest hobby among the other women segments
Though soap TV channels are most popular among all women segments, they
are relatively less popular among working wives. Music channels are relatively more popularamong women students/working maidens. Radio is most popular among the housewives
While Sonia Gandhi is the most admired living celebrity among all the women
segments, women maidens look up to younger men more (Sachin, Dhoni, Rahul Gandhi)
Different lifestyles, different likes
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Working maidens have the highest avg. monthly family income (Rs. 8,555), and
live relatively more in the metros (but they form only 2% of all women)
They are the most educated lot, tend to work in the corporate world relatively
more, and have the highest penetration of internet at 5%
They also show the highest relative penetration levels of the mainline
household assets, and a noticeably higher ownership of scooters (10%)
They appear to be the most outward-directed in their personality (working wives the
most inner-directed), most brandimage and trend conscious, and claim to be the
most frequent shoppers
The niche Women Maidens!
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Report Details
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The findings of the Indian Women 2010 study are available as query-based
online datasets with data presented as tables/graphs/charts
They can be bought as an independent supplementary dataset or as part of
the larger individual consumers master dataset
Indian Women 2010 is one of the consumer segmentation study from Juxt and is part and parcel of its larger mega offline
syndication offering called India Consumer Landscape. India Consumer Landscape incorporates many such consumer
segmentation studies which are called supplementary studies or datasets
Each of the supplementary study or dataset presents findings at a specific consumer segmentation level or a specific
product category level (see next slide for a detailed view of all master and supplementary datasets on offer under the
umbrella of India Consumer landscape)
Reporting
Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey
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Indian Shoppers
Shopping Orientation & preferences
Juxt India Consumer Landscape Syndicated Study Datasets
Product CategoryDatasets
India Mobile Mobil Service &Handsets
India Bytes Personal Computers
India Drives Automobiles
India Banks Personal Banking
India Insured Life, Gen Insurance
India Plugged Home Durables
India Drinks Alcoholic Drinks
India Smokes Cigarettes
India Grooming Personal Care
India Pack FoodiesProcessed
Food
Individual Consumer MasterDataset
Master Datasets
All Household Profile Data
Household Master Dataset
All Individual Profile Data
Language, Community, Caste, Religion
India Societal Landscape
Lifestyle Diseases & Medication Preferences
India Health Check
India Hooked
Indian Urbanites Urban SECs
Indian Ruralites Rural SECs
Indian Families Family composition & lifecycle stage
Indian Generations Generational Age groups
India Spending Powers Ability to Spend
India Consumer Lifestyles Ability to Spend +Inclination to Spend
India Affluents The Uppies & The Rich
Indian HOH Chief Wage Earners of the Households
Indian Women Women Consumers
India Investing The Financial Investors
Dominant & Integrated Media Usage
(TV, Print, Radio, Internet)
Holidays & Travel
India Holidays
Consumer SegmentDatasets
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Pricing*
* 10.3% service tax extra
* Key Findings PowerPoint Report for any dataset (only on order) Rs. 50,000 per dataset
Single Supplementary Datasets
Combo Datasets
Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey
+ Rs. 700,000
Individual Consumer Master Dataset
Rs. 600,000
(All available data on women consumers individually)(All available data on individual consumers)
(At all geographic levels all India, urban, rural, state-
wise, town class-wise, village class-wise, urban
district-wise for top 25 urban districts)
Indian Women Segmentation Dataset
Rs. 60,000 per Women Segment
(all relevant individual level data but only for one women segment)
Indian Women Segmentation Dataset
3 Women Segments - Rs. 150,000
(all relevant individual level data but only for 3 women segments)
Indian Women Segmentation Dataset
All 6 Women Segments
Rs. 200,000
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Payment Terms : 50% advance, 50% after delivery of all datasets/reports
Delivery Timeline : Indian Women Segmentation Datasets
3 days from date of order after 15th September 2010
: Individual Consumers Master Dataset
Anytime on order after 15th September 2010
: PowerPoint Report
1 week per dataset report each from date of order after 30th August 2010
Reporting Format : Query access based online dataset
Payment Terms & Delivery
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Size estimates of Occupational-Marital Status Women Segments(All India, Urban/Rural, Zone-wise, State-wise, City-type wise, Village-type wise, For top 25 urban districts)
Size estimates of total women in India, Size estimates of each of the 6 occupational-marital status women segments (Women
Students, Working Maidens, Housewives, Housewife Moms, Working Women, Working Moms), Their proportion in the total women
population
Geographics
Region, State, Urban/Rural area, City Type/Village Type, Top 25 individual urban districts
Personal Profile (only demographic profile based on all women members of the household, other profile details based on profile ofonly the women respondent answering for the household)
Personal Demographics: Gender, Age, Marital Status, Generational classification by age, Status in the household (CWE or other
earning member or dependent member of the household), Occupation, Education, Medium of Education, Preferred language of
reading
Personal Psychographics: Self perception of own physique (physical fitness and looks), Most important priorities in life currently,
Current hobbies and interests, Living celebrity currently identify with the most, Favorite indoor entertainment activities, Favorite
outdoor entertainment activities, Parameter that defines status in the society for them
Buying Orientation: Price-quality orientation, Attributes give weight-age to when buying, Factors give weight-age to when deciding
place of buying, whether responded to a marketing/advertising stimulus in the past
Indian Women 2010
(Information Coverage)
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Personal Consumption Lifestyle Orientation
Consumption Lifestyle Classification
Level of socialization/social influence (how inclined to interact with others in spending spare time at home, outside, in party/get-
together, in deciding to buy products/services)
Level of consumption Impulse (how inclined to keep abreast with lifestyle trends, buy whats latest & trendy, frequency of replacing
things at home, frequency of shopping, enthusiasm towards shopping, whether to consume or save if income increases, whether to
consume or save if income declines)
Personal Consumption Lifestyle
Vehicle: type of vehicle driven (car, scooter, motorcycle) along with the brand used
Mobile Phone: whether a mobile user, no. of connections, no. of handsets used, handset price, type of connection plan, service
subscribed to on the most used connection, features present on the most used handset, whether listens to music on a mobile device
Computer: whether a computer user, place from where accessing computer, type of computer if used at home
Internet: whether an internet user, place from where accessing internet, whether uses internet on mobile phone
Alcohol: whether drink alcohol, with what frequency, type of alcohol consumed, brand consumed
Insurance: whether has a life insurance policy and how many
Banking: whether has a saving account, how many accounts and with which type of institution (bank/coop bank/post office), whether
owns a credit card, no. of credit cards owned, card types, card brands, card issuing banks
Personal Care Products: whether uses and brand used (Face cream, Deodorant, Body lotion/Moisturizer, Lipstick, Hair color, Face
wash, Fairness cream, Shampoo, Conditioner, Hand wash, Hair oil, Hair cream/gel, Toilet Paper)
Indian Women 2010
(Information Coverage)
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Processed Food Products: whether uses and brand used (Packaged vegetables, Noodles, Ketchup/Sauce, Cold drinks, Bottled/Mineral
water, Packaged Fruit Juice, Chocolates, Packaged snacks like chips & namkeen, Cornflakes/Processed cereals, Chyawanprash, Cheese,
Milk additive/ supplement, Eating Fast Food, Home delivery of food)
Lifestyle Products: whether uses and brand used (Jeans, Sports shoe, Readymade shirt & trouser, Watch, Air Travel, 3 star+ hotel stay)
Some Products in rural households only (Packaged Biscuits, Refined Oil, Butter, Jam, Packaged Pickles, Battery/Cell, Travel by train,Stays in a hotel, Battery/Cell, Travel by train, Stays in a hotel)
Holidaying - whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad, frequency of
taking such holidays, favorite destinations
Personal Health Profile
Whether suffers from any serious lifestyle disease and which one (Low Blood Pressure, High Blood Pressure, Diabetes, Thyroid Problem,
Arthritis, Chronic Bronchitis/Asthma, Spondylitis, Obesity, Piles), Preference for type of treatment for these lifestyle disease
Preference for type treatment/medication and brands used for some casual lifestyle diseases when they occur (Cough & Cold, Head
ache, Muscular pain, Indigestion, Acidity, Acne/Pimples, Fever, Allergy, General weakness, Toothache)
Personal Media Usage (of only women respondents answering for the household and not of all women members of the household)
Type of TV content watched and the most watched TV channels for each type (Entertainment/Serials/Reality Shows, News, Movies,
Music, Business News & Info, Spiritual/Devotional, Sports, Cartoon)
Type of newspaper/magazine read and the most read brands for each type (Regular Newspaper, Business Newspaper, Regular Magazine,Business Magazine), Most listened to radio channels
Indian Women 2010
(Information Coverage)
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Indian Women 2010
(Information Coverage)
Households Socio-Economic Profile
Family size, Family classification by lifecycle stage, Highest occupation and education level in the household, Neo-SEC Classification,
CWE Occupation, CWE Education, Conventional SEC classification
Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, Average per capita household
income, Spending power classification, Ownership status and size (carpet area) of house living in
Asset owned in the household (House, Land, Car, Motorcycle, Scooter, Bicycle, B/W TV, Color TV, TV Connection, Fridge, Washing
Machine, Air Conditioner, Microwave, Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video
Camera, Computer, Video Games, Food processor, Water purifier, Toaster/Sandwich maker, Power backup, Landline phone, Tractor,
Tube well/Pump, Transistor/Radio)
Type of asset owned in the household and brand owned for the following assets (Fridge, Water purifier, Color TV, TV Connection,
Washing Machine, Car, Motorcycle, Scooter, Computer)
Financial asset ownerships (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance, Accidental
Insurance, House Insurance, Mutual Funds, Company Shares/Stocks, Chit Fund Deposits, Crop Insurance)
Total monthly household expenditure (MHE) with allocation on main spend heads (Rent, Telephone Bill, Electricity Bill, Kitchen Fuel,
Daily Transport/Conveyance, Loans & other liability payments, Basic Food/Grocery, Basic Toiletries, Processed Food & Snacks,
Cosmetics/Grooming products, Indoor entertainment, Outdoor entertainment, Farm Equipment maintenance, Cattle Fodder/Feed),
MHE as % of MHI
Annual consumption expenditures on main spend heads (Clothing, Footwear, Watches, Fashion accessories, Gold/Precious Jewelry,
Durables/Appliance purchase, Vehicle maintenance, Holidays, Financial investments, Savings, Farm Equipment purchase and repair,
Seed purchase, Cattle purchase, Fertilizer/Pesticide Purchase, House/Roof repairing)
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Contact Details
Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi 110030
Telephone : +91-11-29535098, +91-9811256502
Contact Person : Sanjay Tiwari
Email : [email protected]
Website : www.juxtconsult.com
mailto:[email protected]://www.juxtconsult.com/http://www.juxtconsult.com/mailto:[email protected] -
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Thank You!