India Consumer Landscape 2013Insights on Indian Consumers and Households

Identify new target segments and sub-segments

Understand the changing priorities of your target groups Their changing demographic/socio-economic profile Their changing media (especially new media) usage

Plan your media mix

Form informed hypotheses

Discover complete new opportunities

Makes it easier for you to…

2

3

Helps you in knowing the size of the target segment

and in figuring out where they can be found and

targeted…

4

Some segments at a glance…

The Indian Consumer Generations 2013

5

296,662,634 25 – 39 Years

(Prime Adulthood)

184,862,661

40 – 54 Years(Middle Age)

357,477,802

13 – 24 Years(Teenager, Young Adult)

264,407,490

Up to 12 Years(Child)

81,963,564 55 Years & Above

(Elderly)

AGE

PROGRESSION

Gen Future

Gen Next

Gen Yest

Gen Vintg

Gen Now

INDEPENDENCE

PROGRESSION

India 2010

India 2030

India 1985

India 2000

India 2020

In the Indian context, where young people usually attain financial independence and stability mainly in their 20’s, one may take the young between 13-24 years mostly representing the ‘Generation Next’ and the young who are 25 years or more as

part of ‘Generation Now’* Note – The model is indicative of the main natural generation transition points between ages. It is not meant to be an exhaustive depiction of all possible transition points

52.5% of India’s population of 1.18 billion is below the age of 24!

Great Indian Families Study 2013

6

3,818,036 HH 1,575,659 HH

12,249,707 HH

139,435,601 HH

1,069,100 HH

5,133,740 HH

2,733,642 HH

3,691,190 HH

HH = Households

Indian Women 2013

7

92,897,222Girl Kids

Less than 12 year old unmarried girl child

59,394,180Women Students

Unmarried and studying

23,525,607Working Maidens

Unmarried and working

47,522,075Working Moms

Married with children and working

58,411,210Working Wives

Married and working

180,400,408Houswife Moms

Married with children and not working

203,514,410Houswives

Married and not working

Segmentation of Women Consumers - by a combination of their ‘occupational’ and ‘marital’ status

What other segments are there?

8

Indian Urbanites (Urban SECs)

India That is Bharat (Rural SECs)

Indian Women

Indian Youth

Indian Families (by Lifecycle stage)

Indian Generations (Segmentation based on Age Groups)

Indian HOH (Understanding Chief Age Earners)

Indian Societal Landscapes

Demographic Segments

9

India Banks (Banking)

India Bytes (PCs and Tablets)

India Drives (Automobile)

India Insures (Insurance)

India Invests (Loan)

India Shops (Retail)

India Hooked (Television Consumption)

India Plugged (Consumer Durables)

Segments based on Product/Service Categories

10

What all information area is covered?

11

Size Estimates & Classification Total households, By urban/rural divide, By family size

Geographic Region, State, Urban/Rural area, City Type/Village Type

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, Old-SEC Classification

CWE Education, No. of Assets in HH, New-SEC Classification

CWE Medium of Education, Conventional SEC classification (CWE occupation-education)

Religion , Community, Caste, Preferred language of reading

Economic Status of the Household Monthly Household Income (MHI), Sources of Household Income, No. of earning members in

the family

Average per capita household income

Ownership status of house living in, Size of the house living in (carpet area)

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)

Household Dataset - Information Coverage

12

Household Consumption & Lifestyle Profile Physical asset ownership with category and brand (TV, TV connection,

Refrigerator, Washing Machine, Car, Scooter, Motorcycle, Desktop, Laptop, Tablet)

Physical asset ownership (Electricity Connection, Ceiling Fan, LPG Stove, Induction Cooker, Music System, Portable Music Player, VCD/DVD player, Video Games, Air Conditioner, Microwave, Food processor/Mixer/Grinder, Toaster/Sandwich Maker, Water purifier, Commercial Vehicle, Tractor, Bicycle, Inverter/Generator,, Landline phone, Film Camera, Digital Camera, Video Camera)

Current investments (Land, House, Fixed Deposit, Shares, Mutual Fund, Chit Funds, Shops, Jewelry)

Loans with value & source (Home, Car, 2-wheeler, Education, Durable, Personal, Business, Agricultural, Social Event related)

Investment plans in next one year (Property , Equity, Debt, Jewelry, Insurance, Education)

Expenditure plans in next one year (Automobile, Furniture, Home Improvement, Travel, Social Functions)

Shopping preference, what do they buy from where? Users per Household (Computer Users, Internet Users, Mobile Users, Saving

Account Holders, Credit Card Holders, Life Insurance Policy Holders, Drive Automobile)

Household Dataset - Information Coverage

13

Household Level Penetrations Household Durables (Electricity Connection, Ceiling Fan, LPG Stove,

Induction Cooker, Music System, Portable Music Player, VCD/DVD player, Video Games, Air Conditioner, Microwave, Food processor/Mixer/Grinder, Toaster/Sandwich Maker, Water purifier, Commercial Vehicle, Tractor, Bicycle, Inverter/Generator, Landline phone, Film Camera, Digital Camera, Video Camera)

Financial Instruments (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance, Accidental Insurance, House Insurance, Mutual Funds, Company Shares/Stocks, Chit Fund Deposits, Bank Loans, Remittance from abroad)

Household Dataset - Information Coverage

14

Size Estimates of Indian Population Total Individuals, By urban/rural divide

Geographic Region, State, Urban/Rural area, City Type/Village Type

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, Individual Income classification (if earning), Education, Medium of Education

Religion, Community, Caste, Mother Tongue, Preferred language of reading

Household’s Socio-Economic Profile Family classification by lifecycle stage, Family size Highest occupation and education level in the household, Neo-SEC Classification,

CWE Occupation, CWE Education, Conventional SEC classification, New 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 (carper area) of house living in

Asset owned in the household

Individuals Dataset - Information Coverage

15

Personal Consumption Lifestyle Vehicle: type of vehicle driven (car, scooter, motorcycle) Mobile Phone: whether a mobile user, no. of connections, service

provider name, no. of handsets used, handset brand and model, handset price, type of connection plan, average minutes talked daily, monthly bill, 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 used at home

Internet: whether an internet user, place from where accessing internet, frequency of accessing internet, whether uses internet on mobile phone, whether uses internet using laptop while traveling,

Banking & Investment:  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; whether owns a demat acount

Insurance: whether has life/medical/accident insurance policy and how many of each of these policies

Media Consumption: type of media used (TV/Radio/Gen Newspapers, Business Newspapers, Gen Magazines, Business Magazines)

Individuals Dataset - Information Coverage

16

Household Asset Ownership Physical asset owned in the household and brand owned for the

following assets (TV, TV connection, Refrigerator, Washing Machine, Car, Scooter, Motorcycle, Desktop, Laptop, Tablet)

Financial asset ownerships in the household (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance, Accidental Insurance, House Insurance, Mutual Funds, Company Stocks, Chit Fund Deposits, Crop Insurance)

Household Buying/Investing Intention Likeliness of the Household investing in the following (Property, Equity,

Debt, Jewelry, Insurance, Higher Education) Likeliness of the Household buying the following (Automobile,

Furniture, Home Improvement, International Travel/Luxury Holiday, Large Social Functions, Paying off Loan)

Individuals Dataset - Information Coverage

17

Methodology

18

Most ‘recent and representative’ survey-based estimates of mobile phone users in urban and rural India

User-ship estimates based on a very large land survey of over 121,311 individuals spread across all mainland states & union territories (covering all the telecom circles) of the country. Survey conducted in May–July 2013 among 24225 households in 109 towns and 5,841 households in 196 villages – a total of over 30,066 households

Most ‘comprehensive’ profiling of Indian mobile users – in their demographics, socio-economic and key mobile usage dynamics

A deeper profiling of the Indian mobile users, their consumption lifestyle and their mobile usage - including details about their location, economic status, and their mobile handset and service usage patterns and preferences

Demographic profiling and individual level SIM and handset ownerships data is based on all mobile using individuals living in the surveyed households. Mobile usage details and lifestyle profiling is based on the mobile using respondent members in the surveyed households (those answering questions on behalf of their respective households)

Offline Enumeration Study Overview

19

A large-scale land survey was conducted to profile and estimate the Indian mobile users. The survey covered ‘towns’ and ‘villages’ of all population strata in all the mainland states and union territories in India (covering all the key, and 80 of the total 88 regions in India as classified by NSSO) – all 23 telecom circles were covered extensively

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 ‘systematic random’ basis (selection of every nth house in the village)

To estimate the mobile user-ship correctly and to make the findings representative of all mobile users in India (and not just of those surveyed), telecom circle-wise, urban town/village class and SEC combination level ‘household representation weights’ as derived from authentic ‘Govt. of India’ base-level population statistics (NSSO/Census 20111) were applied to the survey data

Offline Enumeration Study Methodology

20

Offline Enumeration Study Geographical Coverage

21

Pricing

22

A. Each Dataset (In MS Excel format) : Rs. 1,50,000

B. Analyzed Topline Report (in MS Power Point format) : Rs. 2,00,000

C. Online Reporting Engine Access (Access to dataset data on Tableau Reporting Software) : Rs. 1,75,000 per log-in

D. Custom queries (48hrs turn around time from receiving payment)- 1 custom query (restricted to 5 data cuts/banners/top-breaks and 15 cross tabulated/side break tables within the available variables of the dataset): Rs. 50,000 - Annual upfront subscription of 12 queries in a calendar year (restricted to 5 data cuts/banners/top-breaks and 15 cross tabulated/side break tables within the available variables of the dataset): Rs. 2,50,000

Pricing*

23* Excluding Taxes

Combo Offers: If you want to order more than one format then, the pricing is as, A+B+C+D = Rs. 5,00,000 A+B+C = Rs. 3,50,000 B+C+D = Rs. 4,00,000 A+B = Rs. 2,50,000 A+C = Rs. 2,50,000 B+C = Rs. 2,50,000 B+D = Rs. 3,00,000

*A = Each Dataset (In MS Excel format) B = Analyzed Topline Report (in MS Power Point format) C = Online Reporting Engine Access (Access to dataset data on Tableau Reporting Software) D = Custom queries (as previous slide)

Trade Discounts:1. If ordering up to 4 reports/datasets etc. - Flat 15%2. 5 to 9 segment/vertical reports/datasets etc. - Flat 20%3. Above 10 segment/vertical reports/datasets etc. - Flat 25%4. For existing clients of Juxt, Smartmandate, TelecomWatch & Drizzlin there is +10% discount

Pricing*

24* Excluding Taxes

Payment Terms :100% against order confirmation

Delivery Timeline : Syndicated Dataset Excels Within 12 - 24 hours of payment confirmation

: Customized Dataset Excels* Within 24-48 hours of payment confirmation

: Online Reporting tool - Tableau Login Within 12-24 hours of payment confirmation

: Analyzed Topline Report (Powerpoint presentation)

Within 5-7 working days of payment confirmation

Payment Terms & Delivery

25

Mrutyunjay Mishra

mrutyunjay@juxtconsult.com

Address : 23 (4th Floor), Hauz Khas Village New Delhi - 110016

Telephone : +91-11-29535098, +91-9717133445

Website : www.juxtconsult.com

Contact Us

26

Thank You

27