indicus consumer spectrum - district level
DESCRIPTION
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 3TRANSCRIPT
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Urban Urban Consumer Consumer SpectrumSpectrum
of of IndiaIndia
All India, Each State, Top 135 All India, Each State, Top 135 DistrictsDistricts
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TargetinTargeting g
The The Relevant Relevant ConsumeConsume
rr
Targeting Targeting The The
Relevant Relevant ConsumerConsumer
Targeting Targeting The The
Relevant Relevant ConsumerConsumer
Targeting Targeting The The
Relevant Relevant ConsumerConsumer
Targeting Targeting The The
Relevant Relevant ConsumerConsumer
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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.
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1. Segmentation by 1. Segmentation by Socio Economic ClassificationSocio Economic Classification of of
Households Households SEC E
SEC D
SEC C
SEC B
SEC A
5 segments in every district
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2. SEC and Life Stage2. SEC and Life Stage 15 Segments15 Segments based on based on 3 broad Life stages3 broad Life stages of Chief Wage of Chief Wage
Earner of Households and Earner of Households and 5 SEC classes5 SEC classes
SEC E
SEC D
SEC C
SEC B
SEC A
Younger Years
Younger Years
Middle Years
Middle Years
Mature Years
Mature Years
Six classifications in the upper segments of SEC A
and B for finer profiling
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3. Indicus Segments 3. Indicus Segments 33 Segments derived by Indicus based on Life stage of Chief 33 Segments derived by Indicus based on Life stage of Chief
Wage Earner of Households and SECWage Earner of Households and SEC
24 classifications in the upper segments of SEC A
and B for very fine profiling
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CoverageCoverage
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)
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CoverageCoverage
Profile of Chief Wage Earner (CWE)
Profile of Households
Income Distribution
Expenditure Distribution
Gender distributionGender 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)
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CoverageCoverage
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
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CoverageCoverage
Profile of Chief Wage Earner (CWE)
Profile of Households
Income Distribution
Expenditure Distribution
Aggregate household expenditures in each of the 5 income categories
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CoverageCoverage
Profile of Chief Wage Earner (CWE)
Profile of Households
Income Distribution
Expenditure Distribution
Gender distributionGender 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
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Parameters in Parameters in Premium Version onlyPremium 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
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
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Parameters in Parameters in Premium Plus VersionPremium Plus Version
Asset Penetration
Two wheelers Cars (small, medium sized, large, SUV/ MUV) TV (CTV, small CTV, large CTV, LCD/ Plasma, B/W TV) Washing Machines (semi-automatic, fully automatic, combined) Microwaves Refrigerators (single door, double door)
Media Habits in terms of time spent per day
TV Radio Newspapers Internet
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GranularityGranularity
•CountryCountry•StatesStates•Top 135 Top 135
DistrictsDistricts
Account for
67% of all urban households69% of all SEC A and B households75% of urban households earning over Rs 500,000 pa78 % of urban households earning over Rs 1,000,000 pa
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Product Versions Product Versions AvailableAvailable
• 5 Segments by SEC5 Segments by SEC• 15 Segments by combinations of 5 15 Segments by combinations of 5
SECs and 3 broad Life stagesSECs and 3 broad Life stages• 33 Indicus Segments – expanding 33 Indicus Segments – expanding
to 9 life stagesto 9 life stages• Complete Package – all the above Complete Package – all the above
3 3
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Insights from ProductInsights from ProductDistribution of SEC by Income across citiesDistribution of SEC by Income across cities
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Insights from ProductInsights from ProductGroup GI from 33 Indicus SegmentsGroup GI from 33 Indicus Segments
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Insights from ProductInsights from ProductHousehold 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 Segments10.7%
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%
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135 Districts135 Districts
West(32)
North(35)
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135 Districts135 Districts
East (30)
South (38)
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For query or placing orders please contact
Indicus Analytics Pvt. Ltd.2nd Floor, Nehru House,4 Bahadur Shah Zafar MargNew Delhi- 110002.Phone: 91-11-42512400/01E-mail: [email protected]