indicus consumer spectrum - segment a1
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. The two key dimensions are lifestyle stages of chief wage earners of households and their skill levels. The first defines their needs and the second defines their earning abilities. The Grouping Mechanism Reflects differences in Lifestyles Preferences Needs Characteristics Social Household Individual Psychographic Workable solution requires Not too many segments, Not too few either. A systematic method - Not merely conceptual, Strong Empirical underpinnings, based on Propensities to Spend, Save, Earn Similar to methods used internationally But India focused. Two tier approach - First tier: Conceptual, Second Tier: Empirical. Simple to visualize and use. Accounts for consumer heterogeneity Chief Wage Earner’s Profile Age - Proportions in various age categories (19-24 years, 25-34 years, 35-44 years, 45-54 years, 55-64 years, > 64 years) Marital Status - Proportions - Never Married, Currently Married, Widowed, Divorced Education - Proportions in 10 classifications ranging from illiterate to post graduates & above Proportions working in 6 industry types - manufacturing, wholesale & retail trade, etc. Type of Enterprise they work for - Proportions in Proprietorship, Partnership, Govt/ PSU, Public/ Private Ltd, Not for Profit, etc. Occupation Type - Proportions self employed, employees, others. Household profiles Gender distribution for 4 age categories - 45 years Proportions of various household sizes - 1, 2, 3, 4, 5, and > 5 member households Composition - Minors (proportions having none, 1-2, and more than 2), Senior citizens (proportions having none, 1-2, and more than 2) Adult members of the households - Proportions in 10 classifications ranging from illiterate to post graduates & above Members employed - Proportions of one, two and more than two members of the household employed Chief Wage Earner’s Spouse Education - Proportions in 10 classifications ranging from illiterate to post graduates & above Occupation - Proportions in 5 classifications home makers, students, employed, seeking employment, othersTRANSCRIPT
Indian Consumer Indian Consumer SpectrumSpectrum
Indicus AnalyticsIndicus Analytics
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The Segment Analysis The Segment Analysis GridGrid
Changing Requirements
Residuals
Graduate/PG Businessman
Graduate/Executives Managers
Graduate/PG Professional
Graduate /PG Skilled Worker
School Educated Businessman
School Educated Skilled worker
Primary educated skilled worker
Unskilled Worker
Retired (singles/couples living alone)
Married with married child
Married with grown up children in nuclear family
Married with grown up children in joint family
Married with young children in nuclear family
Married with Young children in joint family
Married w/o child in nuclear family
Single Alone
Married w/o child in joint family
Single with family
Household Head/ Chief-Wage Earner
Incr
easi
ng
Ab
ilit
ies
Changing Requirements
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Derived Consumer Derived Consumer SegmentsSegments
Ed
uca
tio
n
Household Head/ Chief-Wage Earner
Sing
le (F
amily
)
Mar
ried
with
out
child
(Joi
nt
Fam
ily)
Sing
le A
lone
Mar
ried
with
out
child
(Nuc
lear
Fa
mily
)
Mar
ried
with
yo
ung
child
ren
(Joi
nt F
amily
)
Mar
ried
with
yo
ung
child
ren
(Nuc
lear
Fam
ily)
Mar
ried
with
gr
own
up c
hild
ren
Mar
ried
with
m
arrie
d ch
ild
Ret
ired
(sin
gles
/cou
ples
liv
ing
alon
e)
Unskilled WorkerH1
Primary Educated Skilled worker
G1 G2 G3 G4 G5
School Educated Skilled worker
F1 F2 F3
School Educated Business man
E1 E2 E3 E4 E5 E6 E8
Graduate/ PG Skilled worker
D1 D2 E7
Graduate/ PG Professional
C1 C2 C3 C4 C5 C6
Graduate Executives/ Managers
B1 B2 B3
Graduate/ PG Businessman
A1 A2 A3 A4 A5
Residuals
Less
Edu
cate
dH
ighl
y E
duca
ted
Life Stage Younger Years Middle Years Older Years
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SEC Profile- SEC Profile- Overlaid on the consumer segment gridOverlaid on the consumer segment gridSE
C G
roup Household
Head/Chief-Wage Earner
Sing
le (F
amily
)
Mar
ried
with
out
child
(Joi
nt
Fam
ily)
Sing
le A
lone
Mar
ried
with
out
child
(Nuc
lear
Fa
mily
)
Mar
ried
with
yo
ung
child
ren
(Joi
nt F
amily
)
Mar
ried
with
yo
ung
child
ren
(Nuc
lear
Fam
ily)
Mar
ried
with
gr
own
up c
hild
ren
Mar
ried
with
m
arrie
d ch
ild
Ret
ired
(sin
gles
/cou
ples
liv
ing
alon
e)
SEC EUnskilled Worker
H1
SEC D Primary Educated Skilled worker
G1 G2 G3 G4 G5
SEC C School Educated Skilled worker
F1 F2 F3
SEC B School Educated Business man
E1 E2 E3 E4 E5 E6 E8
SEC B Graduate/ PG Skilled worker
D1 D2 E7
SEC A Graduate/ PG Professional
C1 C2 C3 C4 C5 C6
SEC A Graduate Executives/ Managers
B1 B2 B3
SEC A Graduate/ PG Businessman
A1 A2 A3 A4 A5
Residuals
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Group Profile85,000 (0.11 %) Indian Households
This segment consists of singles and married couples with no kids. The chief wage earners have good educational background and have their own business majorly in wholsale and retail trade.
Chief Wage EarnerAge (Median): 30 YrsMarital status: 61 % MarriedEducation: 87 % GraduateIndustry: (Major) 31 % Wholesale and Retail TradeEnterprise: 94 % ProprietorshipOccupation: 100 % Self Employed
Summary StatisticsSummary Statistics
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SpouseEducation 53 % GraduateOccupation 45 % Homemakers
Adult members Education 51 % GraduateEmployment 73 % One person employed
Population 222,000Household Size 76 % Two PersonsMinors 94 % No MinorSeniors 87 % No SeniorGender Ratio 801 Females/ thousand malesFamily Type 48 % Dynasties
Summary StatisticsSummary Statistics
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SegmentsSegments
Alpha numeric codesA1 A2 A3 A4 A5
B1 B2 B3
C1 C2 C3 C4 C5 C6
D1 D2
E1 E2 E3 E4 E5E6 E7 E8
F1 F2 F3
G1 G2 G3 G4 G5
H1
Alpha code denotes skill and earnings
potential of the chief wage earners,
A denotes the highest level and H the lowest
Numeric code denotes the life stage of the chief
wage earners and his/ her needs, 1 is the entry level
usually singles
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The entire consumer segment is available on order, for all the 33 segments.Segment details consist of:
1. Chief Wage Earner’s Profile
•Age - Proportions in various age categories (19-24 years, 25-34 years, 35-44 years, 45-54 years, 55-64 years, > 64 years)•Marital Status - Proportions - Never Married, Currently Married, Wodowed, Divorced•Education - Proportions in 10 classifications ranging from illiterate to post graduates & above•Proportions working in 6 industry types - manufacturing, wholesale & retail trade, etc.•Type of Enterprise they work for - Proportions in Proprietorship, Partnership, Govt/ PSU, Public/ Private Ltd, Not for Profit, etc.•Occupation Type - Proportions self employed, employees, others.
……continued
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2. Household profiles
•Gender distribution for 4 age categories - <18 years, 18-24 years, 25-45 years, > 45 years•Proportions of various household sizes - 1, 2, 3, 4, 5, and > 5 member households•Composition - Minors (proportions having none, 1-2, and more than 2), Senior citizens (proportions having none, 1-2, and more than 2)•Adult members of the households - Proportions in 10 classifications ranging from illiterate to post graduates & above•Members employed - Proportions of one, two and more than two members of the household employed
……continued
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3. Chief Wage Earner’s Spouse
•Education - Proportions in 10 classifications ranging from illiterate to post graduates & above•Occupation - Proportions in 5 classifications home makers, students, employed, seeking employment, others
4. Other Characteristics
•Social group representation in the segment - SC, ST, OBC, General•Income distribution•Spending Pattern across 5 major categories, and further expansion with each of the 5 major categories (3 to 5 in each)•Residences - Rented residences v/s owned residences, Apartments v/s independent houses•Asset ownership - 4 wheelers, 2 wheelers, TV, Refrigerator, Air Conditioner
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