Snapshot Of Juxt Indian Urbanites 2009 Study

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

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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)

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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 (17 million families)

23%

Tier 2 The Aspiring Class

SEC D SEC E

SEC C

SEC A SEC B

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

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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’

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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

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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’

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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

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

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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)

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Payment Terms

: 50% advance, 50% on delivery of all reports

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Delivery Timeline

: 7 working days per report from date of order (or immediately if ready)

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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

: [email protected]

• Website

: www.juxtconsult.com