m
  




 m
 


   
    
 á

‡ First study in India to segment, size up and profile Indian consumers as ¶generation
groups· and study the phenomenon of   
 
 !
"

‡ Separates the ¶
 " !  #  !   surrounding India as a
country of ¶young consumers· - highlights the real ¶spending power· and ¶consumption
lifestyles· of various Indian generations

‡ The size estimates and profiling of the consumers in 5 generational groups in the study
is based on  !  

 
$"
   " (covering over 259,000 individuals
living in 57,000 households across all regions and states, using ¶2-stage random sampling· methodology)
&" #   
'

m
%  
   " "

K _t certain distinct age milestones all of us naturally ¶grow out of· and ¶move in· to a
progressively older generation ² from a child to an adolescent, to a young adult, to the
middle ages, to the elderly

K _t each ¶generational· stage, the biological and psychological needs vary and so do the
¶lifestyle· and ¶consumption· needs. But more importantly what also varies significantly
across generational stages is the individual·s ability to take ¶independent· consumption
decisions, and then be able to ¶fund· those independent consumption decisions

K Marketers must therefore differentiate between the ¶generation group· consumers belong
to ² these groups not only show distinct consumption behavior and attitudes but also show
very distinct abilities to take independent consumption decisions and fund those decisions
ïm
 
 

m
  8
:   ,

4 -
0
m
* /
.
4 
  4
 * 1,

: -ï ,  /
0

4 m

.

5

4    ) *+,
6
-./

0 
m
 
. 5
5 4
6  ,

1 )1,
7

-2

/0 7
5 m

4 m
7 6
7 m
 +;) )),
3/% $

m -4
"0
6  9 


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·
(    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
 7
"6$$
‡ 2
    

 $ 

!
  m
 %


   
 
Estimates based on a very large land survey of over 259,000 individuals spread across all the mainland states and union
territories of the country. Survey conducted in _pr²May 2010 among 37,000 households in 101 cities and 20,000 households
in 1,000+ villages ² a total of over 57,000 households

‡  
$  !  !      




m
   
 
 
"  


 !
"

_ deeper profiling of the Indian consumer generations and their regular consumption lifestyle - including details about their
location, economic status, household and financial assets ownerships, monthly and annual household expenditure on main
spend heads, psychographic profile, day-to-day lifestyle habits and preferences, health status, level of socialization,
leisure, holiday and entertainment preferences, status on digital lifestyle, media usage, shopping orientation &
preferences, buying orientations, personal and household consumption and brand preferences

Demographic and socio-economic profiling is based on 250,000+ individuals sample, accounting for all individuals living in
the surveyed households. Psychographics and consumption lifestyle profiling is based on 58,000 individual sample
(respondents answering questions on behalf of their respective households)
 7
"2
 "
K _ large-scale 

$" was conducted to estimate and profile the Indian consumers in their
consumption lifestyle. The survey covered  
 
$
 !   
 in all
the mainland states and union territories in India (covering all the key, and 69 of the total 77
regions in India as classified by NSSO)

K Though the selection of towns and villages was ¶purposive·, the sampling within the towns was
done on <
 
 %

(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 
"
 
 %

(selection of every nth house in the village)

K To make the survey findings 

 $ !    m
   (and not just of the
surveyed households and individuals) appropriate state-wise, urban district/village class and SEC
combination level household ¶representation weights·, as derived from the authentic ¶Govt. of
India· base-level population statistics (NSSO/Census/RGI), were applied to the survey data
 5  
‡ The ¶Indian Generations 2010· study findings are available as query-based
online datasets with findings 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 Generations 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 segmentation studies
which are called supplementary studies or datasets

Each of the supplementary study or dataset presents findings at a specific 


  level or a specific

   " level (see next slide for a detailed view of all master and supplementary datasets on offer under the
umbrella of ¶India Consumer landscape·)

Ô
[
 


  

       

  
    
 =m

>

7"
 
7
":


2
:


7  .
  "
:

:


m
 % 

Urban SECs
Mobil Service &
m
2 % Handsets
á 
 
2
:

m
 5
Rural SECs

_ll Household Profile Data m
?"

Personal Computers

m
 8
Family composition & lifecycle stage

m
:$
_utomobiles
m
$

2

:
 m
  
Generational _ge groups

m
? #
Personal Banking
_ll Individual Profile Data
m
7
 . 
_bility to Spend

m
m

Life, Gen Insurance
m
 7 
_bility to Spend +
m

>!
"
Inclination to Spend
Shopping Orientation & preferences
m
.
Home Durables

m
 /!! 
The Uppies & The Rich
m
á 
"
m
: #
_lcoholic Drinks

Holidays & Travel

m
m $
  The Financial Investors

m
7 #
Cigarettes

m
7 >

 m
á #
Dominant & Integrated Media Usage
(TV, Print, Radio, Internet)
Language, Community, Caste, Religion m
   Personal Care

m
 á6á Chief Wage Earners of the Households

Processed
m
á # m
. #8

Food
Lifestyle Diseases & Medication Preferences
m
 &  Women Consumers
 .  (
Master Datasets Consumer Segment Datasets

7 :


¶Indian Generations· Segmentation Dataset

5
   7 
(all relevant individual consumer data but only for one ¶generation segment·)

 % :


¶Indian Generations· Segmentation Dataset

Individual Consumer Master
*  7 
< 5

Dataset (all relevant individual consumer data for the 3 ¶generation segments·)

5
@
(_ll available data on individual consumers)
(_t all levels ² all India, urban, rural, state- ¶Indian Generations· Segmentation Dataset
wise, town class-wise, village class-wise, city- /)  7 
< 5
)
wise for top 25 cities) (all relevant individual consumer data for all the 5 ¶generation segments·)

(A"8
 
. .  5 !  "

- "  
0 5
)



º 
 


 ." ï
3:$"
‡ ." ï
B50% advance, 50% after delivery of all datasets/reports

‡ :$"ï  BIndian Generations· Segmentation Dataset

*
"
! 
 ! 
!) =" 

: Individual Consumer Master Dataset

/ "  
!) =" 

: . .  5 

1 week per dataset report thereafter from date of order

! 5  8  B4uery access based nline dataset

 m
  
:

(Information Coverage)

7C

 !   

‡ Total individuals by generational age groups, By urban/rural divide, state-wise, town class-wise, village class-wise, city-wise for top
25 cities

 

‡ Region, State, Urban/Rural area, City Type/Village Type, Top 25 individual cities

.
: 

‡ Gender, _ge, Marital Status

‡ 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

.
.
"  

‡ 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, Desired professional qualification for self/children (as applicable)
‡ Self perception of own physique (physical fitness and looks)
 m
  
:

(Information Coverage)

.

 >!
"6 
‡ Personal 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 solving a problem, in deciding to buy products/services)
Level of consumption Impulse (how inclined to keep abreast with lifestyle trends, buy what·s 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)
‡ Buying Orientation (Price-quality orientation), _ttributes 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

á 
 

7  <4  . !
‡ Family size, Family classification by lifecycle stage
‡ Highest occupation & education level in the HH, Neo-SEC Classification, CWE Occupation & Education, Conventional SEC classification
‡ Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, _verage per capita household
income, Spending power classification, Ownership status and size (carpet area) of house living in
‡ _sset owned in the household (House, Land, Car, Motorcycle, Scooter, Bicycle, B/W TV, Color TV, TV Connection, Fridge, Washing
Machine, _ir 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 _ccount, Fixed Deposit, RBI/Govt. Bonds, Demat _ccount, Medical Insurance, _ccidental
Insurance, House Insurance, Mutual Funds, Company Shares/Stocks, Chit Fund Deposits, Crop Insurance)
 m
  
:

(Information Coverage)

.

 >!
"
‡ 9 : type of vehicle driven (car, scooter, motorcycle) along with the brand used
‡ 2 %. : 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
‡  : whether a computer user, place from where accessing computer, type of computer used at home
‡ m  : 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,
‡ ? # : 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,
‡ m
 : whether has a life insurance policy and how many
‡ á 
" : whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad, frequency of
taking such holidays, favorite destinations, Holidaying classification
‡ /  : whether drink alcohol, with what frequency, type of alcohol consumed, brand consumed
‡ 7 # : whether smoke cigarette, with what frequency, no. of sticks smoked daily, type of cigarette smoked, brand smoked
‡ .
.
 
: 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)
‡ . 


8
.
 
: 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)
‡ >!
".
 
: whether uses and brand used (Jeans, Sports shoe, Readymade shirt and trouser, Watch, _ir Travel, 3Star + hotel)
 m
  
:

(Information Coverage)

‡ 7 .
 
  
 

 "(Soap, Toothpaste, Tooth powder, Detergent Powder, Detergent Cake, Packaged Biscuits,
Refined Oil, Butter, Jam, Packaged Pickles, Battery/Cell, Travel by train, Stays in a hotel)

á. !
‡ Whether suffers from any
 
!
"


and which one (Low Blood Pressure, High Blood Pressure, Diabetes, Thyroid
Problem, _rthritis, Chronic Bronchitis/_sthma, Spondylitis, Obesity, Piles), Preference for type treatment/medication for the serious
lifestyle disease suffer from
‡ Preference for type treatment/medication and brands used for some 
!
"



when they occur (Cough & Cold, Head
ache, Muscular pain, Indigestion, _cidity, _cne/Pimples, Fever, _llergy, General weakness, Toothache)
‡ Whether drink alcohol and with what frequency, Whether smoke cigarette and with what frequency

2


‡ Whether use TV, Radio, Newspaper and Internet, with frequency of usage on weekdays and weekends
‡ 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
‡ Dominant (most used) media
   :

‡ _ddress : 3, Kehar Singh Estate, 1st Floor, Westend

Marg, Lane 2, Said-ul-_jaib, New Delhi ² 110030

‡ Telephone : +91-11-29535098, +91-9811256502

‡ Contact Person : Sanjay Tiwari

‡ Email : sanjay@juxtconsult.com

‡ Website : www.juxtconsult.com
ï #,