Indian Urbanites 2009

‘Demographic’ & ‘Psychographic’ profiling of urban Indian consumers by their SEC segmentation
 Study Overview
 Most recent, redefined* and representative survey-based estimates of
urban Indians by their socio-economic classification (SEC)
• Estimates based on very large sample data of over 210,600 urban Indians, covering all states & union
territories, 574 districts, 3,175 towns in India - making it one of the most ‘representative’ studies on urban
consumers in India

 Most comprehensive profiling of urban Indian consumers – both in their

demographics as well as psychographics
• A deeper profiling of how urban Indian consumers form various SEC groups are distinct from each other,
including details about their location, economic status, psychographic profile, day-to-day lifestyle habits
& preferences and their shopping orientation & preferences
• Demographic findings are based on 210,632 urban Indians sample. Psychographic and lifestyle findings are
based on 12,632 sample of 13 year olds and above urban Indians collected using JuxtConsult’s own
Consumer Panel (www.getcounted.net) between January – August 2009

* SEC classification redefined based on the ‘highest education and occupation level’ among all members in the household, and not just of the chief wage earner of the household
 Study Methodology
 For the study, 76,500 sample responses were taken from a ‘land survey’ which was
conducted by JuxtConsult in Dec 2008–Jan 2009 among 16,500 households covering
all socio-economic classes in 40 cities spread across all the regions of the country.
Another 134,130 sample were taken from JuxtConsult’s consumer panel (
www.getcounted.net) as accumulated between December 2008 till August 2009

 The findings were made representative for all urban Indians by applying 6 distinct
demographic representation ‘weights’ - urban district type, region, SEC, gender, age
and preferred language of reading. Highly authentic Govt. of India population data
(NSSO/Census/RGI) were used to derive the representation weights
Making the findings ‘representative’
 For deriving the ‘household level’ (first level) demographically representative
‘multipliers’ for urban areas, the following cross-demographic combinations were taken:

80 demographic combinations as relevant to identifying households on key consumption related demographic

parameters (4 regional zones X 4 level of urban district classes X 5 urban SEC household classes)

 For deriving the ‘individual level’ (second level) demographically representative

‘multipliers’ for the individual members within each of these urban households, the
following cross-demographic combinations were taken:

960 demographic combinations as relevant to identifying individuals on key consumption related demographic
parameters (4 regional zones X 4 level of town classes X 5 urban SEC classes X 6 age groups X 2 genders)

For psychographic findings, an additional representative parameter of English/Non-English language reading

preference was also applied as the sample was collected online. That is, the psychographic profile findings were
made representative on a total of 1,920 demographic combinations
Topline Findings
 The ‘New’ Urban Indian Consumer Pyramid
(Based on redefining SECs by the highest education and occupation level among all members in the household and not just of chief wage earner)

159 million
47%
(39 million families) Tier 3
The Underprivileged

79 million
23%
(17 million families)
Tier 2
The Aspiring Class
SEC A
SEC D SEC B
SEC C
SEC E
105 million

30% Tier 1
The Consuming Class

(22 million families)

* Total – 343 million individuals (77 million urban families) * NSSO/Census data projected for 2009 by Indicus Analytics
 Demographic Distinctions*
 If over half of all SEC ‘A’ live in ‘metros’, then half of all SEC ‘E’ also live in metros

 Less than 1 in 10 SEC ‘A’ prefer to read in English (and 1 in 50 SEC ‘B’)

 If 1 in 3 SEC ‘B’ individuals are graduates, so are 1 in 5 SEC ‘C’ and ‘D’ individuals

 SEC ‘E’ shows the highest relative proportion of female chief wage earners at 5% (SEC
‘A’ has the lowest)

 SEC ‘A’ has the highest relative proportion of ‘married with children’ individuals

* Findings representative of all the 343 million urban individuals

 Economic Distinctions*
 Only 1 in 3 SEC ‘A’ comes from Rs.25,000 or above monthly income household

 Only 1 in 3 SEC ‘A’ individual posses a credit card (I in 5 SEC ‘C’ and ‘D’ also do)

 97% SEC ‘A’ homes have a Color TV and 80% a Fridge, only 25% have a Credit card ,
25% a Car, 15% an AC, 16% a Laptop, 11% a Medical Insurance and 5% own shares

 Less than 1% SEC ‘D’ homes have a Car, but 7% own a Washing Machine, 23% a Fridge,
55% have a Bank Account, 57% own a house and 75% own a Color TV

 If less than 1% SEC ‘C’ have an internet connection at home, only 11% SEC ‘A’ have an
internet connection at home

* Findings representative of all the 343 million urban individuals

 Psychographic Distinctions*
 If incomes increase by 20-30%, more of SEC ‘A’ , ‘B’ and ‘C’ will improve ‘quality’ of
consumption. SEC ‘D’ and ‘E’ will improve ‘quantity’ of consumption

 SEC ‘A’ individuals tend to spend their spare time relatively more ‘together as a
family’, SEC ‘E’ do so the least

 SEC ‘A’ and ‘B’ relate to role of TV in life more in terms of ‘entertainment’ and
‘source of information’. SEC ‘C’, ‘D’ and ‘E’ relate it with ‘entertainment’ and ‘pass
spare time’

 SEC ‘A’, ‘B’ and ‘C’ relate benefits of internet more with ‘learning’ and ‘staying
updated’, SEC ‘D’ and ‘E’ relate it with ‘entertainment’ more

* Findings representative of 85% of the 259 million 13 year & plus urban individuals
 Psychographic Distinctions*
 For SEC ‘A’ and ‘B’ romance is more a long-term emotional bonding, for SEC ‘C’ and ‘E’ its is a
first step towards marriage and for SEC ‘D’ more of a short-term relationship

 While SEC ‘A’ and ‘B’ see role of sex in life more as an ‘essential part of married life’, SEC ‘C’,
‘D’ and ‘E’ see it more as an ‘essential part of romantic life’

 Higher proportion of SEC ‘A’ and ‘B’ individuals find ‘pre-marital sex’ unacceptable under any
circumstances. In comparison, SEC ‘C’, ‘D’ and ‘E’ have a more liberal view of pre-marital sex

 While majority of SEC ‘A’, ‘B’ and ‘C’ individuals prefer to read ‘self-improvement’ books the
most, more of SEC ‘D’ and ‘E’ ones prefer to read ‘novels’ and ‘comics’

 Preferred clothing of SEC ‘A’, ‘B’ and ‘C’ males is ‘western casual’ followed by ‘western
formals’. For SEC ‘D’ and ‘E’ it is ‘western casuals’ followed by ‘Indian traditional’

* Findings representative of 85% of the 259 million 13 year & plus urban individuals
 Psychographic Distinctions*
 SEC ‘A’ and ‘B’ individuals are members of professional associations and community
clubs more. SEC ‘C’, ‘D’ and ‘E’ are members of spiritual and religious groups more

 Yet SEC ‘A’, ‘B’ and ‘C’ individuals tend to identify themselves as ‘religious’ more than
SEC ‘D’ and ‘E’ individuals do

 While SEC ‘C’ show the lowest tendency to keep ‘pets’ in the house, SEC ‘E’ show the
tendency to keep the widest variety of pets in their houses

 For SEC ‘A’, ‘B’ and ‘C’ individuals, the topmost current priorities are ‘money’ and
‘family’. For SEC ‘D’ and ‘E’ ones it is ‘money’ and ‘education’

* Findings representative of 85% of the 259 million 13 year & plus urban individuals
Report Details
 List Of Possible Reports

Comparative Urban SEC Consumer Profile Reports:(all 5 urban SEC classes)

• Demographic Profile Report – Individual demographic profile, Household socio-economic profile and
asset ownerships, Individual asset ownerships

• Psychographic Profile Report – Current priorities, recreations and aspirations, Outlook and opinions,
Personal likes and preferences, Social orientation

• Regular Daily Life Profile Report - Current daily life and activities undertaken in routine, Media
usage, Shopping habits, Health profile

Separate Individual SEC Class Reports: (for each urban SEC class)
Separate Report for each urban SEC class (A, B, C, D, E) with detailed profiling of their demographics,
psychographics and regular daily life
 Pricing of Reports
Reports Price (Rs.)*
* service tax extra

Comparative Urban SEC Consumer Profile Reports:

Demographic Profile Report 100,000

Psychographic Profile Report 100,000

Regular Daily Life Profile Report 100,000

The 3 Report Combo Pack 200,000

Separate Individual SEC Class Reports 100,000 each (300,000 for all 5)

• Payment Terms : 50% advance, 50% on delivery of all reports

• Delivery Timeline : 7 working days per report from date of order (or immediately if ready)
• Report Delivery Format : PDF
 Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone : +91-11-29535098, +91-11-32451093, +91-9811256502

• Contact Person : Sanjay Tiwari

• Email : sanjay@juxtconsult.com

• Website : www.juxtconsult.com