Indian Urbanites 2010

‘Demographic’ & ‘Psychographic’ profiling of urban Indian consumers by SEC segmentation

 Highlights!
• The study ‘reclassifies’ the SEC of a family based on a more contemporary parameter of
‘highest education’ and ‘highest occupation’ level amongst all members in the household
(as the family consumption gets driven by ‘all members’ living in the household and not
just by the ‘chief wage earner’ of the house)

• Profiles the reclassified 5 urban SECs comprehensively in their ‘demographic’,

‘psychographic’ and ‘consumption lifestyle’ characteristics, including ownerships of key
household and financial assets

• Size estimates and findings are based on one of the largest single surveys in the country
(covering over 37,000 urban families living in 101 cities of all population strata spread
across all regions and states, using ‘2-stage random sampling’ methodology)
The Socio-Economic Classification Grid

Conventional SEC Parameters

Reclassified SEC Parameters

 Study Overview
 Most recent and representative survey-based estimates of the
‘reclassified’ socio-economic classification (SEC) of urban Indians
Estimate 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 Apr–May 2010 among 37,000 households in 101 cities and
20,000 households in 1,000+ villages – a total of over 57,000 households

 Most comprehensive profiling of urban Indian households – in their

demographics, psychographics and consumption lifestyles
A deeper profiling of how urban Indian households belonging to various SEC groups are distinct from each other,
including details about their location, economic status, household and financial assets ownerships, monthly and
annual household expenditure on main spend heads, holiday and entertainment preferences, media usage and
household consumption and brand preferences
 Study Methodology
 A large-scale land survey was conducted to estimate and profile Indian families and their
consumption lifestyle. 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 69 of the total 77
regions in India as classified by NSSO)

 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 make the survey findings representative of the entire urban Indian population (and not just
of the surveyed households and individuals) appropriate state-wise, urban district class and SEC
combination level household ‘representation weights’, as derived from the authentic ‘Govt. of
India’ base-level population statistics (NSSO/Census), were applied to the survey data
 Reporting
• The findings of the ‘Indian Urbanites 2010’ study are available as query-based
online datasets with data presented as tables/graphs/charts

• They can be bought as an ‘independent supplementary dataset’ or as part of

the larger ‘household master dataset’

‘Indian Urbanites 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 ‘consumer segmentation’ level or a specific
‘product category’ level (see next slide for a detailed view of all master and supplementary datasets on offer under the
umbrella of ‘India Consumer landscape’)

Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey
 Juxt India Consumer Landscape Syndicated Study Datasets
Master Datasets Consumer Segment Product Category
Datasets Datasets

Indian Urbanites Urban SECs

Mobil Service &
India Mobile Handsets
Household Master Dataset
Indian Ruralites Rural SECs

All Household Profile Data India Bytes Personal Computers

Indian Families Family composition & lifecycle stage

India Drives Automobiles

Individual Consumer Master
Dataset Indian Generations Generational Age groups

India Banks Personal Banking

All Individual Profile Data
India Spending Powers Ability to Spend

India Insured Life, Gen Insurance

Indian Shoppers Ability to Spend +
India Consumer Lifestyles Inclination to Spend
Shopping Orientation & preferences
India Plugged Home Durables

Indian Affluents The Uppies & The Rich

India Holidays India Drinks Alcoholic Drinks

Holidays & Travel

India Investing The Financial Investors

India Smokes Cigarettes

India Societal Landscape India Hooked Dominant & Integrated Media Usage
(TV, Print, Radio, Internet)
Language, Community, Caste, Religion India Grooming Personal Care

Indian HOH Chief Wage Earners of the Households

Processed
India Health Check India Pack Foodies Food
Lifestyle Diseases & Medication Preferences
Indian Women Women Consumers
 Pricing*
Single Datasets

‘Indian Urbanites’ Segmentation Dataset ‘Indian Urbanites’ Segmentation Dataset

Rs. 60,000 per Urban SEC Segment 3 Urban SEC Segments - Rs. 150,000
(all relevant household data but only for one ‘Urban SEC segment’) (all relevant household data for the 3 ‘Urban SEC segments’)

Combo Datasets

Household Master Dataset

‘India Urbanites’ Segmentation Dataset
Rs. 400,000
(All available data at the household level)
(At all levels – all India, urban, rural, state-
+ All 5 Urban SEC Segments
Rs. 200,000
 Rs. 500,000
wise, town class-wise, village class-wise, urban (all relevant household data for all the 5 ‘Urban SEC segments’)
district-wise for top 25 urban districts)

* Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset

Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey * 10.3% service tax extra
 Pricing*
Single Datasets

‘Indian Ruralites’ Segmentation Dataset ‘Indian Ruralites’ Segmentation Dataset

Rs. 60,000 per Rural SEC Segment All 4 Rural SEC Segments – Rs.200,000
(all relevant household data but only for one ‘Rural SEC segment’) (all relevant household data but only for all 4 ‘Rural SEC segments’)

Combo Datasets

‘India Ruralites’ Segmentation Dataset

All 4 Rural SEC Segments
Household Master Dataset
Rs. 400,000 +
(All available data at the household level)
(At all levels – all India, urban, rural, state-
+ ‘India Urbanites’ Segmentation Dataset  Rs. 600,000
wise, town class-wise, village class-wise, urban All 5 Urban SEC Segments
district-wise for top 25 urban districts)

Rs. 300,000

* Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset

Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey * 10.3% service tax extra
 Payment Terms & Delivery
• Payment Terms : 50% advance, 50% after delivery of all datasets/reports

• Delivery Timeline : ‘Indian Urbanites’ SEC Segment Dataset (1 week if Rural SEC Segments
also)

3 days from date of order after 5 th August 2010

: Household Master Dataset

Anytime on order after 5th August 2010

: PowerPoint Report

1 week per dataset report thereafter from date of order

• Reporting Format : Query access based online dataset

 Indian Urbanites (Ruralites) Dataset
(Information Coverage)

Size estimates of SEC segments

• Total households by urban (or rural) ‘SEC’ segments in India, Total Individuals living in such households

Geographics
• Region, State, City type, Top 25 individual urban districts

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, CWE Medium of Education, Conventional SEC classification (CWE occupation-education)
• Religion , Community, Caste, Preferred language of reading

Economic Status
• Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, Households with foreign
remittances as source of income and country from where such remittances received
• Average per capita household income, Spending power classification
• 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)
 Indian Urbanites (Ruralites) Dataset
(Information Coverage)

Family Consumption & Lifestyle Profile

• Household assets– Current ownerships, Planning to buy in next 1 year (House, Land, Bicycle, B/W TV, Air Conditioner, Microwave,
Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video Camera, Video Games, Food processor,
Water purifier, Toaster/Sandwich maker, Power backup, Landline phone, Tractor, Tube well/Pump, Transistor/Radio)
• Type of household asset and brand owned currently, Type of asset and brand likely to buy in next 1 year (Color TV, TV Connection,
Fridge, Washing Machine, Water purifier , Car, Motorcycle, Scooter, Computer)
• Total monthly household expenditure (MHE) with allocation on main spend heads (Rent, Telephone Bill, Electricity Bill, Kitchen Fuel,
Daily Transport/Conveyance, Loans & other liability payments, Basic Food/Grocery, Basic Toiletries, Processed Food & Snacks,
Cosmetics/Grooming products, Indoor entertainment, Outdoor entertainment, Farm Equipment maintenance, Cattle Fodder/Feed),
MHE as % of MHI
• Annual consumption expenditures on main spend heads (Clothing, Footwear, Watches, Fashion accessories, Gold/Precious Jewelry,
Durables/Appliance purchase, Vehicle maintenance, Holidays, Financial investments, Savings, Farm Equipment purchase and repair,
Seed purchase, Cattle purchase, Fertilizer/Pesticide Purchase, House/Roof repairing)
• Annual allocation to Investments, Investment status classification of the HH
• Loans currently running in the household (both number and type of loans), type of loan likely to take in next 1 year
• Users per household – computer users, internet users, mobile users, saving account holders, credit card holders, life insurance policy
holders, drive automobile, drink alcohol, smokers, suffer from a serious lifestyle disease
• Personal Care products 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)
 Indian Urbanites (Ruralites) Dataset
(Information Coverage)

• Processed Food products and brand used (Packaged vegetables, Noodles, Ketchup/Sauce, Cold drinks, Bottled/Mineral water,
Packaged Fruit Juice, Chocolates, Packaged snacks (chips, namkeen), Cornflakes/Processed cereals, Chyawanprash, Cheese, Milk
additive/ supplement, Eating Fast Food, Home delivery of Food)
• Lifestyle products and brand used (Jeans, Sports shoe, Readymade shirt & trouser, Watch, Air Travel, 3Star+ hotel)
• Some Products in rural households only (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)
• Holidaying - whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad, frequency of
taking such holidays, favorite destinations

Personal details of the CWE and other members of the family (only demographic
profiling on ‘all members’ of the household, rest of the profiling only on the ‘respondent’ answering for the household)
• Demographics - Gender, Age, Marital Status, Preferred language of reading, Education, Occupation
• Psychographics - Favorite indoor entertainment activities, Favorite outdoor entertainment activities
• Health Profile - Whether any family member suffers from any serious lifestyle disease (Low Blood Pressure, High Blood Pressure,
Diabetes, Thyroid Problem, Arthritis, Chronic Bronchitis/Asthma, Spondylitis, Obesity, Piles)
• Media Usage - Usage of 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
 Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

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

• Contact Person : Sanjay Tiwari

• Email : sanjay@juxtconsult.com

• Website : www.juxtconsult.com
Thank You!