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Indicus Consumer Spectrum

Jan 21, 2015

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Amit Sinha

Segmentation of Urban Indian Households - Targeting the relevant consumer
This product has been designed to help marketers understand the essence of 33 Consumer Segments, which together represent the entire urban spectrum of India. It highlights the key features which make each segment distinctive. The purpose of this work is to help marketers devise advertising and communications strategies and fine tune their sales strategies. The two key dimensions are lifestyle stages of chief wage earners of households and their skill levels. The first defines their needs and the second defines their earning abilities.

The Grouping Mechanism
Reflects differences in Lifestyles Preferences Needs Characteristics Social Household Individual Psychographic
Workable solution requires Not too many segments, Not too few either. A systematic method - Not merely conceptual, Strong Empirical underpinnings, based on Propensities to Spend, Save, Earn
Similar to methods used internationally But India focused. Two tier approach - First tier: Conceptual, Second Tier: Empirical. Simple to visualize and use. Accounts for consumer heterogeneity

Chief Wage Earner’s Profile
Age - Proportions in various age categories (19-24 years, 25-34 years, 35-44 years, 45-54 years, 55-64 years, > 64 years)
Marital Status - Proportions - Never Married, Currently Married, Widowed, Divorced
Education - Proportions in 10 classifications ranging from illiterate to post graduates & above
Proportions working in 6 industry types - manufacturing, wholesale & retail trade, etc.
Type of Enterprise they work for - Proportions in Proprietorship, Partnership, Govt/ PSU, Public/ Private Ltd, Not for Profit, etc.
Occupation Type - Proportions self employed, employees, others.

Household profiles
Gender distribution for 4 age categories - 45 years
Proportions of various household sizes - 1, 2, 3, 4, 5, and > 5 member households
Composition - Minors (proportions having none, 1-2, and more than 2), Senior citizens (proportions having none, 1-2, and more than 2)
Adult members of the households - Proportions in 10 classifications ranging from illiterate to post graduates & above
Members employed - Proportions of one, two and more than two members of the household employed

Chief Wage Earner’s Spouse
Education - Proportions in 10 classifications ranging from illiterate to post graduates & above
Occupation - Proportions in 5 classifications home makers, students, employed, seeking employment, others


Social group representation in the segment - SC, ST, OBC, General
Income distribution
Spending Pattern across 5 major categories, and further expansion with each of the 5 major categories (3 to 5 in each)
Residences - Rented residences v/s owned residences, Apartments v/s independent houses
Asset ownership - 4 wheelers, 2 wheelers, TV, Refrigerator, Air Conditioner
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Transcript
Page 1: Indicus Consumer Spectrum

Indian Consumer Indian Consumer SpectrumSpectrum

Indicus AnalyticsIndicus Analytics

Page 2: Indicus Consumer Spectrum

Segmentation Segmentation of of

Urban Indian HouseholdsUrban Indian Households

Targeting the relevant Targeting the relevant consumerconsumer

Page 3: Indicus Consumer Spectrum

PurposePurpose

This product has been designed to help marketers understand the essence of 33 Consumer Segments, which together represent the entire urban spectrum of India. It highlights the key features which make each segment distinctive.

The purpose of this work is to help marketers devise advertising and communications strategies and fine tune their sales strategies.

The two key dimensions are lifestyle stages of chief wage earners of households and their skill levels. The first defines their needs and the second defines their earning abilities.

Page 4: Indicus Consumer Spectrum

The Grouping MechanismThe Grouping Mechanism Reflects Reflects

differences in differences in Lifestyles Lifestyles PreferencesPreferences NeedsNeeds CharacteristicsCharacteristics

Social Social HouseholdHousehold IndividualIndividual PsychographicsPsychographics

Workable solution Workable solution requiresrequires Not too many segmentsNot too many segments Not too few eitherNot too few either A systematic method A systematic method

Not merely conceptualNot merely conceptual Strong Empirical Strong Empirical

underpinningsunderpinnings

Propensities Propensities SpendSpend SaveSave EarnEarn

Page 5: Indicus Consumer Spectrum

Indicus Urban Consumer Indicus Urban Consumer GroupsGroups

Similar to methods used Similar to methods used internationallyinternationallyBut India focusedBut India focused

Two tier approachTwo tier approachFirst tier: Conceptual First tier: Conceptual Second Tier: EmpiricalSecond Tier: Empirical

Simple to visualize and use Simple to visualize and use Accounts for consumer heterogeneityAccounts for consumer heterogeneity

Page 6: Indicus Consumer Spectrum

MethodologyMethodology

Page 7: Indicus Consumer Spectrum

Underlying DataUnderlying Data Characteristics of raw dataCharacteristics of raw data

Widely acceptedWidely accepted Well sampled and transparent methodsWell sampled and transparent methods

SourcesSources Relevant data sets of National Sample SurveyRelevant data sets of National Sample Survey Indicus Premium DatabasesIndicus Premium Databases

DepthDepth 120,000 households120,000 households Sampled during and after mid 2000sSampled during and after mid 2000s

CoverageCoverage For 70 million urban Indian householdsFor 70 million urban Indian households For 350 million urban IndiansFor 350 million urban Indians

Page 8: Indicus Consumer Spectrum

First Tier SegmentationFirst Tier Segmentation Conceptual: Consumption pattern dependsConceptual: Consumption pattern depends

On Ability to Spend (Socio Economic Status)On Ability to Spend (Socio Economic Status) Occupation X Education X Hierarchical positionOccupation X Education X Hierarchical position

Requirements and Needs (Life Stage)Requirements and Needs (Life Stage) Marital StatusMarital Status Family Type Family Type Dependent’s Life StageDependent’s Life Stage

About 100 groups thus derivedAbout 100 groups thus derived

Page 9: Indicus Consumer Spectrum

The Segment GridThe Segment Grid

Page 10: Indicus Consumer Spectrum

Second Tier SegmentationSecond Tier Segmentation

100 groups is too many100 groups is too many

Many have similar incomes & propensitiesMany have similar incomes & propensities Share spent on food, entertainment, education, Share spent on food, entertainment, education,

medical, durable goods etc.medical, durable goods etc.

33 segments derived from the first 100 33 segments derived from the first 100 usingusing Statistical analysisStatistical analysis Neural networksNeural networks

Page 11: Indicus Consumer Spectrum

The Derived The Derived SegmentsSegments

SEC Group

Household Head/ Chief-Wage Earner

Single with family

Married without child in joint family

Single Alone

Married without child Alone

Married with Young children in joint family

Married with Young children in nuclear family

Married with grown up children in joint/ nuclear family

Married with married child

Retired (singles/ couples living alone) empty nest

SEC EUnskilled Worker

H1

SEC D

Primary Educated Skilled worker

G1 G2 G3 G4 G5

SEC CSchool Educated Skilled worker

F1 F2 F3

SEC BSchool Educated Business man

E1 E2 E3 E4 E5 E6 E8

SEC BGraduate/ PG Skilled worker

D1 D2 E7

SEC AGraduate/ PG Professional

C1 C2 C3 C4 C5 C6

SEC A

Graduate Executives/ Managers

B1 B2 B3

SEC AGraduate/ PG Businessman

A1 A2 A3 A4 A5

Page 12: Indicus Consumer Spectrum

Parameters for each Parameters for each SegmentSegment DemographicDemographic

Total PopulationTotal Population Household Household

populationpopulation Household SizeHousehold Size Age of all the Age of all the

individualindividual Gender RatioGender Ratio

Socio EconomicSocio Economic EducationEducation OccupationOccupation IndustryIndustry

Assets Assets House OwnershipHouse Ownership Four Wheeler Four Wheeler

OwnershipOwnership Financial AssetsFinancial Assets Household AssetsHousehold Assets

ExpenditureExpenditure Basic FoodBasic Food High value foodHigh value food MedicalMedical EducationEducation Durable goodsDurable goods Clothing and Clothing and

FootwearFootwear

Page 13: Indicus Consumer Spectrum

In the following sections we provide snapshots of a typical household in each of the 33 Segments.

For a number of key variables we have selected the mostcommon values.

The purpose is to provide a flavour of each of the segments.

Page 14: Indicus Consumer Spectrum

Segment A1

All Segments A1

Group Profile0.11 % of Indian Households

This segment consists of singles and married couples with no kids. The chief wage earners have good educational background and have their own business majorly in wholsale and retail trade.

Chief Wage EarnerAge (Median): 30 YrsMarital status: 80 % MarriedEducation: 87 % GraduateIndustry: (Major) 32 % Wholesale and Retail TradeEnterprise: 94 % ProprietorshipOccupation: 100 % Self Employed

Page 15: Indicus Consumer Spectrum

A1

Segment A1

All Segments

SpouseEducation 52 % GraduateOccupation 53 % No spouse

Adult members Education 51 % GraduateEmployment 73 % One person employed

Household Size 77 % Two PersonsMinors 94 % No MinorSeniors 87 % No SeniorGender Ratio 799 Females/ thousand males

Page 16: Indicus Consumer Spectrum

A1

Segment A1

All Segments

AssetsAnnual Household Income: Rs. 331,000Annual Household Expenditure: Rs. 254,000

House Ownership: 20 %Type of Residence: 93 % Independent HousesTV Ownership: 85 %Four Wheeler Ownership: 13 %

Page 17: Indicus Consumer Spectrum

A2

Segment A2

All Segments

Group Profile0.49 % of Indian Households

This segment consists of married couples living with young children. The chief wage earners have good educational bacground and have their own business majorly in manufacturing. sector.

Chief Wage EarnerAge (Median): 36 YrsMarital status: 100 % MarriedEducation: 80 % GraduateIndustry: (Major) 28 % ManufacturingEnterprise: 76 % ProprietorshipOccupation: 100 % Self Employed

Page 18: Indicus Consumer Spectrum

A2

Segment A2

All Segments

SpouseEducation 43 % GraduateOccupation 83 % Homemakers

Adult members Education 52 % GraduateEmployment 73 % One person employed

Household Size 52 % Four PersonsMinors 87 % 1-2 MinorsSeniors 86 % No SeniorGender Ratio 887 Females/ thousand males

Page 19: Indicus Consumer Spectrum

A2

Segment A2

All Segments

Annual Household Income: Rs. 345,000Annual Household Expenditure: Rs. 263,000

House Ownership: 73 %Type of Residence: 78 % Independent HousesTV Ownership: 94 %Four Wheeler Ownership: 34 %

Page 20: Indicus Consumer Spectrum

A3

Segment A3

All Segments

Group Profile0.64 % of Indian Households

This segment consists of married couples with their grown up children. The chief wage earners have good educational background and have their own business majorly in manufacturing sector.

Chief Wage EarnerAge (Median): 47 YrsMarital status: 98 % MarriedEducation: 81 % GraduateIndustry: (Major) 32 % ManufacturingEnterprise: 70 % ProprietorshipOccupation: 100 % Self Employed

Page 21: Indicus Consumer Spectrum

A3

Segment A3

All Segments

SpouseEducation 38 % GraduateOccupation 85 % Homemakers

Adult members Education 46 % GraduateEmployment 61 % One person employed

Household Size 47 % Four PersonsMinors 52 % 1-2 MinorsSeniors 82 % No SeniorGender Ratio 963 Females/ thousand males

Page 22: Indicus Consumer Spectrum

A3

Segment A3

All Segments

Annual Household Income: Rs. 461,000Annual Household Expenditure: Rs. 334,000

House Ownership: 86 %Type of Residence: 69 % Independent HousesTV Ownership: 100 %Four Wheeler Ownership: 44 %

Page 23: Indicus Consumer Spectrum

A4

Segment A4

All Segments

Group Profile0.76 % of Indian Households

This segment consists of married couples living with their married children. The chief wage earners have good educational background and have their own business majorly in manufacturing sector.

Chief Wage EarnerAge (Median): 63 YrsMarital status: 89 % MarriedEducation: 66 % GraduateIndustry: (Major) 21 % ManufacturingEnterprise: 25 % ProprietorshipOccupation: 57 % Self Employed

Page 24: Indicus Consumer Spectrum

A4

Segment A4

All Segments

SpouseEducation 24 % Secondary SchoolOccupation 79 % Homemakers

Adult members Education 45 % GraduateEmployment 49 % Two persons employed

Household Size 56 % More than Five PersonsMinors 60 % 1-2 MinorsSeniors 62 % 1-2 SeniorsGender Ratio 895 Females/ thousand males

Page 25: Indicus Consumer Spectrum

A4

Segment A4

All Segments

Annual Household Income: Rs. 448,000Annual Household Expenditure: Rs. 329,000

House Ownership: 90 %Type of Residence: 79 % Independent HousesTV Ownership: 96 %Four Wheeler Ownership: 45 %

Page 26: Indicus Consumer Spectrum

A5

Segment A5

All Segments

Group Profile0.97 % of Indian Households

This segment consists of married couples/ loners with empty nests and approaching their retirement. The chief wage earners have good educational background and majorly working in govt./ public sector companies.

Chief Wage EarnerAge (Median): 55 YrsMarital status: 88 % MarriedEducation: 66 % GraduateIndustry: (Major) 20 % EducationEnterprise: 43 % Govt./ Public Sector CompanyOccupation: 67 % Regular Salaried

Page 27: Indicus Consumer Spectrum

A5

Segment A5

All Segments

SpouseEducation 35 % GraduateOccupation 55 % Homemakers

Adult members Education 46 % GraduateEmployment 72 % One person employed

Household Size 60 % Two PersonsMinors 92 % No MinorSeniors 74 % No SeniorGender Ratio 989 Females/ thousand males

Page 28: Indicus Consumer Spectrum

A5

Segment A5

All Segments

Annual Household Income: Rs. 239,000Annual Household Expenditure: Rs. 195,000

House Ownership: 68 %Type of Residence: 74 % Independent HousesTV Ownership: 88 %Four Wheeler Ownership: 18 %

Page 29: Indicus Consumer Spectrum

B1

Segment B1

All Segments

Group Profile0.16 % of Indian Households

This segment consists of singles and married couples with no kids. The chief wage earners have good educational background and are majorly working in public/ pvt. ltd. companies at managerial level.

Chief Wage EarnerAge (Median): 32 YrsMarital status: 84 % MarriedEducation: 69 % Post graduate and aboveIndustry: (Major) 27 % Financial IntermediationEnterprise: 43 % Govt./ Public Sector CompanyOccupation: 100 % Regular Salaried

Page 30: Indicus Consumer Spectrum

B1

Segment B1

All Segments

SpouseEducation 41 % GraduateOccupation 64 % No spouse

Adult members Education 40 % GraduateEmployment 62 % One person employed

Household Size 66 % Two PersonsMinors 93 % No MinorSeniors 83 % No SeniorGender Ratio 475 Females/ thousand males

Page 31: Indicus Consumer Spectrum

B1

Segment B1

All Segments

Annual Household Income: Rs. 601,000Annual Household Expenditure: Rs. 427,000

House Ownership: 17 %Type of Residence: 92 % ApartmentsTV Ownership: 73 %Four Wheeler Ownership: 25 %

Page 32: Indicus Consumer Spectrum

B2

Segment B2

All Segments

Group Profile0.41 % of Indian Households

This segment consists of married couples living with their young children. The chief wage earners have good educational background and are majorly working in govt./ public sector companies at managerial level.

Chief Wage EarnerAge (Median): 37 YrsMarital status: 100 % MarriedEducation: 70 % GraduateIndustry: (Major) 29 % ManufacturingEnterprise: 40 % Public/ Pvt. Ltd. CompaniesOccupation: 98 % Regular Salaried

Page 33: Indicus Consumer Spectrum

B2

Segment B2

All Segments

SpouseEducation 54 % GraduateOccupation 78 % Homemakers

Adult members Education 51 % GraduateEmployment 74 % One person employed

Household Size 55 % Four PersonsMinors 91 % 1-2 MinorsSeniors 85 % No SeniorGender Ratio 1011 Females/ thousand males

Page 34: Indicus Consumer Spectrum

B2

Segment B2

All Segments

Annual Household Income: Rs. 666,000Annual Household Expenditure: Rs. 455,000

House Ownership: 26 %Type of Residence: 86 % ApartmentsTV Ownership: 100 %Four Wheeler Ownership: 42 %

Page 35: Indicus Consumer Spectrum

B3

Segment B3

All Segments

Group Profile0.73 % of Indian Households

This segment consists of married couples with grown up children. The chief wage earners have good educational background and are majorly working in govt./ public sector companies at managerial level.

Chief Wage EarnerAge (Median): 49 YrsMarital status: 98 % MarriedEducation: 70 % GraduateIndustry: (Major) 38 % Financial IntermediationEnterprise: 60 % Govt./ Public Sector CompanyOccupation: 99 % Regular Salaried

Page 36: Indicus Consumer Spectrum

B3

Segment B3

All Segments

SpouseEducation 40 % GraduateOccupation 81 % Homemakers

Adult members Education 45 % GraduateEmployment 68 % One person employed

Household Size 55 % Four PersonsMinors 59 % 1-2 MinorsSeniors 83 % No SeniorGender Ratio 952 Females/ thousand males

Page 37: Indicus Consumer Spectrum

B3

Segment B3

All Segments

Annual Household Income: Rs. 441,000Annual Household Expenditure: Rs. 321,000

House Ownership: 78 %Type of Residence: 68 % Independent HousesTV Ownership: 99 %Four Wheeler Ownership: 41 %

Page 38: Indicus Consumer Spectrum

C1

Segment C1

All Segments

Group Profile0.12 % of Indian HouseholdsThis segment consists of working singles and married couples living in joint families. The chief wage earners are in their early thirties and have good educational background and are skilled workers and professionals and majorly working under proprietorship

Chief Wage EarnerAge (Median): 32 YrsMarital status: 72 % MarriedEducation: 80 % GraduateIndustry: (Major) 23 % ManufacturingEnterprise: 52 % ProprietorshipOccupation: 88 % Regular Salaried

Page 39: Indicus Consumer Spectrum

Segment C1

C1All Segments

SpouseEducation 39 % GraduateOccupation 63 % No spouse

Adult members Education 33 % GraduateEmployment 47 % Two persons employed

Household Size 74 % Three PersonsMinors 91 % No MinorSeniors 65 % No SeniorGender Ratio 807 Females/ thousand males

Page 40: Indicus Consumer Spectrum

Segment C1

C1All Segments

Annual Household Income: Rs. 248,000Annual Household Expenditure: Rs. 206,000

House Ownership: 9 %Type of Residence: 95 % Independent HousesTV Ownership: 100 %Four Wheeler Ownership: 11 %

Page 41: Indicus Consumer Spectrum

C2

Segment C2

All Segments

Group Profile0.73 % of Indian Households

This segment consists of singles living alone in their mid to late twenties. They are young professionals with good educational background, mostly living in rented appartments.

Chief Wage EarnerAge (Median): 26 YrsMarital status: 96 % Never MarriedEducation: 69 % GraduateIndustry: (Major) 17 % Computers and RelatedEnterprise: 42 % ProprietorshipOccupation: 86 % Regular Salaried

Page 42: Indicus Consumer Spectrum

Segment C2

C2All Segments

SpouseEducation No SpouseOccupation No Spouse

Adult members Education 58 % GraduateEmployment 95 % One person employed

Household Size 95 % One PersonMinors 100 % No MinorSeniors 100 % No SeniorGender Ratio 176 Females/ thousand males

Page 43: Indicus Consumer Spectrum

Segment C2

C2All Segments

Annual Household Income: Rs. 137,000Annual Household Expenditure: Rs. 118,000

House Ownership: 6 %Type of Residence: 72 % ApartmentsTV Ownership: 35 %Four Wheeler Ownership: 0 %

Page 44: Indicus Consumer Spectrum

C3

Segment C3

All Segments

Group Profile0.7 % of Indian Households

This segment consists of married couples with no kids and living in nuclear families. The chief wage earners are in their early thirties, professionals with good educational background, living in rented house.

Chief Wage EarnerAge (Median): 33 YrsMarital status: 100 % MarriedEducation: 64 % GraduateIndustry: (Major) 21 % EducationEnterprise: 38 % ProprietorshipOccupation: 81 % Regular Salaried

Page 45: Indicus Consumer Spectrum

Segment C3

C3All Segments

SpouseEducation 40 % GraduateOccupation 50 % Homemakers

Adult members Education 52 % GraduateEmployment 84 % One person employed

Household Size 69 % Two PersonsMinors 100 % No MinorSeniors 100 % No SeniorGender Ratio 741 Females/ thousand males

Page 46: Indicus Consumer Spectrum

Segment C3

C3All Segments

Annual Household Income: Rs. 124,000Annual Household Expenditure: Rs. 108,000

House Ownership: 26 %Type of Residence: 62 % ApartmentsTV Ownership: 73 %Four Wheeler Ownership: 4 %

Page 47: Indicus Consumer Spectrum

C4

Segment C4

All Segments

Group Profile1.1 % of Indian HouseholdsThis segment consists of married couples living with their young children in joint families. The chief wage earners are in their mid thirties and have good educational background and are skilled workers or professionals.

Chief Wage EarnerAge (Median): 35 YrsMarital status: 99 % MarriedEducation: 61 % GraduateIndustry: (Major) 19 % Wholesale and Retail TradeEnterprise: 40 % ProprietorshipOccupation: 71 % Regular Salaried

Page 48: Indicus Consumer Spectrum

Segment C4

C4All Segments

SpouseEducation 33 % GraduateOccupation 76 % Homemakers

Adult members Education 33 % GraduateEmployment 54 % One person employed

Household Size 40 % Five PersonsMinors 79 % 1-2 MinorsSeniors 51 % No SeniorGender Ratio 1117 Females/ thousand males

Page 49: Indicus Consumer Spectrum

Segment C4

C4All Segments

Annual Household Income: Rs. 192,000Annual Household Expenditure: Rs. 162,000

House Ownership: 71 %Type of Residence: 75 % Independent HousesTV Ownership: 95 %Four Wheeler Ownership: 12 %

Page 50: Indicus Consumer Spectrum

C5

Segment C5

All Segments

Group Profile3.25 % of Indian HouseholdsThis segment consists of married couples living with young children in nuclear families. The chief wage earners are in their mid thirties and have good educational background and are skilled workers or professionals.

Chief Wage EarnerAge (Median): 35 YrsMarital status: 99 % MarriedEducation: 64 % GraduateIndustry: (Major) 17 % EducationEnterprise: 35 % ProprietorshipOccupation: 73 % Regular Salaried

Page 51: Indicus Consumer Spectrum

Segment C5

C5All Segments

SpouseEducation 32 % GraduateOccupation 80 % Homemakers

Adult members Education 48 % GraduateEmployment 82 % One person employed

Household Size 47 % Four PersonsMinors 88 % 1-2 MinorsSeniors 100 % No SeniorGender Ratio 925 Females/ thousand males

Page 52: Indicus Consumer Spectrum

Segment C5

C5All Segments

Annual Household Income: Rs. 167,000Annual Household Expenditure: Rs. 141,000

House Ownership: 48 %Type of Residence: 55 % Independent HousesTV Ownership: 89 %Four Wheeler Ownership: 12 %

Page 53: Indicus Consumer Spectrum

C6

Segment C6

All Segments

Group Profile1.5 % of Indian HouseholdsThis segment consists of married couples living with their grown up children. The chief wage earners are in their late forties and have good educational background and are skilled workers or professionals and working in govt./ public sector companies.

Chief Wage EarnerAge (Median): 49 YrsMarital status: 97 % MarriedEducation: 53 % GraduateIndustry: (Major) 20 % Health and Social WorkEnterprise: 48 % Govt./ Public Sector CompanyOccupation: 72 % Regular Salaried

Page 54: Indicus Consumer Spectrum

Segment C6

C6All Segments

SpouseEducation 33 % GraduateOccupation 79 % Homemakers

Adult members Education 37 % GraduateEmployment 64 % One person employed

Household Size 44 % Four PersonsMinors 49 % 1-2 MinorsSeniors 82 % No SeniorGender Ratio 978 Females/ thousand males

Page 55: Indicus Consumer Spectrum

Segment C6

C6All Segments

Annual Household Income: Rs. 347,000Annual Household Expenditure: Rs. 274,000

House Ownership: 75 %Type of Residence: 68 % Independent HousesTV Ownership: 96 %Four Wheeler Ownership: 31 %

Page 56: Indicus Consumer Spectrum

D1

Segment D1

All Segments

Group Profile0.43 % of Indian Households

This segment consists of singles and couples without kids living in joint families. The chief wage earners have good education and are skilled workers and most of them own their houses.

Chief Wage EarnerAge (Median): 29 YrsMarital status: 64 % Never MarriedEducation: 74 % GraduateIndustry: (Major) 19 % Wholesale and Retail TradeEnterprise: 35 % ProprietorshipOccupation: 78 % Regular Salaried

Page 57: Indicus Consumer Spectrum

Segment D1

D1All Segments

SpouseEducation 41 % GraduateOccupation 67 % No spouse

Adult members Education 36 % GraduateEmployment 47 % One person employed

Household Size 48 % Three PersonsMinors 81 % No MinorSeniors 77 % No SeniorGender Ratio 928 Females/ thousand males

Page 58: Indicus Consumer Spectrum

Segment D1

D1All Segments

Annual Household Income: Rs. 127,000Annual Household Expenditure: Rs. 112,000

House Ownership: 73 %Type of Residence: 77 % Independent HousesTV Ownership: 84 %Four Wheeler Ownership: 11 %

Page 59: Indicus Consumer Spectrum

D2

Segment D2

All Segments

Group Profile4.21 % of Indian Households

This segment consists of married couples with grown up children. The chief wage earners good educational background and are skilled workers and professionals and majorly working under proprietorship.

Chief Wage EarnerAge (Median): 48 YrsMarital status: 96 % MarriedEducation: 70 % GraduateIndustry: (Major) 20 % Public Administration/ DefenceEnterprise: 49 % Govt./ Public Sector CompanyOccupation: 73 % Regular Salaried

Page 60: Indicus Consumer Spectrum

Segment D2

D2All Segments

SpouseEducation 22 % Secondary SchoolOccupation 77 % Homemakers

Adult members Education 38 % GraduateEmployment 66 % One person employed

Household Size 38 % Four PersonsMinors 54 % 1-2 MinorsSeniors 84 % No SeniorGender Ratio 943 Females/ thousand males

Page 61: Indicus Consumer Spectrum

Segment D2

D2All Segments

Annual Household Income: Rs. 176,000Annual Household Expenditure: Rs. 147,000

House Ownership: 70 %Type of Residence: 67 % Independent HousesTV Ownership: 92 %Four Wheeler Ownership: 9 %

Page 62: Indicus Consumer Spectrum

E1

Segment E1

All Segments

Group Profile0.06 % of Indian HouseholdsThis segment consist of singles living in joint families as the chief wage earners of the household. They have education up to school level and have small business in wholesale and retail trade. Most of them are home owners.

Chief Wage EarnerAge (Median): 27 YrsMarital status: 97 % Never MarriedEducation: 71 % Higher SecondaryIndustry: (Major) 36 % ManufacturingEnterprise: 72 % ProprietorshipOccupation: 96 % Self Employed

Page 63: Indicus Consumer Spectrum

Segment E1

E1All Segments

SpouseEducation No SpouseOccupation No Spouse

Adult members Education 27 % Middle SchoolEmployment 57 % Two persons employed

Household Size 68 % Three PersonsMinors 68 % No MinorSeniors 82 % No SeniorGender Ratio 600 Females/ thousand males

Page 64: Indicus Consumer Spectrum

Segment E1

E1All Segments

Annual Household Income: Rs. 218,000Annual Household Expenditure: Rs. 178,000

House Ownership: 94 %Type of Residence: 94 % Independent HousesTV Ownership: 67 %Four Wheeler Ownership: 0 %

Page 65: Indicus Consumer Spectrum

E2

Segment E2

All Segments

Group Profile0.1 % of Indian Households

This segment consist of married couples without kids living in joint families. The chief wage earners have education up to school level and have small business in manufacturing.

Chief Wage EarnerAge (Median): 32 YrsMarital status: 100 % MarriedEducation: 53 % Primary SchoolIndustry: (Major) 40 % ManufacturingEnterprise: 84 % ProprietorshipOccupation: 97 % Self Employed

Page 66: Indicus Consumer Spectrum

Segment E2

E2All Segments

SpouseEducation 25 % Middle SchoolOccupation 59 % Homemakers

Adult members Education 23 % Middle SchoolEmployment 48 % Two persons employed

Household Size 52 % Four PersonsMinors 74 % No MinorSeniors 87 % No SeniorGender Ratio 558 Females/ thousand males

Page 67: Indicus Consumer Spectrum

Segment E2

E2All Segments

Annual Household Income: Rs. 455,000Annual Household Expenditure: Rs. 312,000

House Ownership: 18 %Type of Residence: 19 % Independent HousesTV Ownership: 70 %Four Wheeler Ownership: 0 %

Page 68: Indicus Consumer Spectrum

E3

Segment E3

All Segments

Group Profile0.06 % of Indian Households

This segment consists of singles living alone. They have school level education and have their own business, majorly in manufacturing. Most of them are living in rented house.

Chief Wage EarnerAge (Median): 28 YrsMarital status: 93 % Never MarriedEducation: 66 % Middle SchoolIndustry: (Major) 39 % Wholesale and Retail TradeEnterprise: 62 % ProprietorshipOccupation: 95 % Self Employed

Page 69: Indicus Consumer Spectrum

Segment E3

E3All Segments

SpouseEducation No SpouseOccupation No Spouse

Adult members Education 37 % Middle SchoolEmployment 89 % One person employed

Household Size 97 % One PersonMinors 99 % No MinorSeniors 100 % No SeniorGender Ratio 55 Females/ thousand males

Page 70: Indicus Consumer Spectrum

Segment E3

E3All Segments

Annual Household Income: Rs. 139,000Annual Household Expenditure: Rs. 122,000

House Ownership: 5 %Type of Residence: 4 % Independent HousesTV Ownership: 1 %Four Wheeler Ownership: 0 %

Page 71: Indicus Consumer Spectrum

E4

Segment E4

All Segments

Group Profile1.85 % of Indian Households

This segment consists of couples with no kids in nuclear families. The chief wage earners have school education and are skilled workers and business men, living in rented house.

Chief Wage EarnerAge (Median): 31 YrsMarital status: 100 % MarriedEducation: 50 % Middle SchoolIndustry: (Major) 28 % ManufacturingEnterprise: 64 % ProprietorshipOccupation: 61 % Regular Salaried

Page 72: Indicus Consumer Spectrum

Segment E4

E4All Segments

SpouseEducation 28 % Middle SchoolOccupation 52 % Homemakers

Adult members Education 40 % Middle SchoolEmployment 88 % One person employed

Household Size 60 % Two PersonsMinors 99 % No MinorSeniors 100 % No SeniorGender Ratio 590 Females/ thousand males

Page 73: Indicus Consumer Spectrum

Segment E4

E4All Segments

Annual Household Income: Rs. 102,000Annual Household Expenditure: Rs. 91,000

House Ownership: 22 %Type of Residence: 51 % Independent HousesTV Ownership: 42 %Four Wheeler Ownership: 0 %

Page 74: Indicus Consumer Spectrum

E5

Segment E5

All Segments

Group Profile8.8 % of Indian HouseholdsThis segment consists of married couples living with young children in joint or nuclear families. The chief wage earners have education up to school level. Mostly work in wholsale and retail trade. Most of them are home owners and living in independent house.

Chief Wage EarnerAge (Median): 34 YrsMarital status: 99 % MarriedEducation: 43 % Middle SchoolIndustry: (Major) 27 % Wholesale and Retail TradeEnterprise: 70 % ProprietorshipOccupation: 47 % Self Employed

Page 75: Indicus Consumer Spectrum

Segment E5

E5All Segments

SpouseEducation 30 % Middle SchoolOccupation 86 % Homemakers

Adult members Education 36 % Middle SchoolEmployment 86 % One person employed

Household Size 43 % Four PersonsMinors 75 % 1-2 MinorsSeniors 98 % No SeniorGender Ratio 945 Females/ thousand males

Page 76: Indicus Consumer Spectrum

Segment E5

E5All Segments

Annual Household Income: Rs. 177,000Annual Household Expenditure: Rs. 148,000

House Ownership: 53 %Type of Residence: 60 % Independent HousesTV Ownership: 72 %Four Wheeler Ownership: 1 %

Page 77: Indicus Consumer Spectrum

E6

Segment E6

All Segments

Group Profile15.26 % of Indian HouseholdsThis segment consist of married couples with grown up children. The chief wage earners have education up to school level and are working in wholsale and retail trade Most of them are home owners and living in independent houses.

Chief Wage EarnerAge (Median): 46 YrsMarital status: 94 % MarriedEducation: 39 % Middle SchoolIndustry: (Major) 25 % Wholesale and Retail TradeEnterprise: 53 % ProprietorshipOccupation: 47 % Self Employed

Page 78: Indicus Consumer Spectrum

Segment E6

E6All Segments

SpouseEducation 27 % Middle SchoolOccupation 79 % Homemakers

Adult members Education 27 % Middle SchoolEmployment 54 % One person employed

Household Size 31 % Four PersonsMinors 46 % 1-2 MinorsSeniors 85 % No SeniorGender Ratio 893 Females/ thousand males

Page 79: Indicus Consumer Spectrum

Segment E6

E6All Segments

Annual Household Income: Rs. 298,000Annual Household Expenditure: Rs. 231,000

House Ownership: 68 %Type of Residence: 68 % Independent HousesTV Ownership: 88 %Four Wheeler Ownership: 4 %

Page 80: Indicus Consumer Spectrum

E7

Segment E7

All Segments

Group Profile6.3 % of Indian HouseholdsThis segment consists of married couples with children who are also married. The chief wage earners have moderate to good education and are skilled workers, some have their own business, most of them own their house.

Chief Wage EarnerAge (Median): 60 YrsMarital status: 83 % MarriedEducation: 32 % Middle SchoolIndustry: (Major) 30 % Wholesale and Retail TradeEnterprise: 32 % ProprietorshipOccupation: 56 % Self Employed

Page 81: Indicus Consumer Spectrum

Segment E7

E7All Segments

SpouseEducation 28 % IlliterateOccupation 68 % Homemakers

Adult members Education 21 % Middle SchoolEmployment 51 % More than two persons employed

Household Size 68 % More than Five PersonsMinors 58 % 1-2 MinorsSeniors 52 % No SeniorGender Ratio 918 Females/ thousand males

Page 82: Indicus Consumer Spectrum

Segment E7

E7All Segments

Annual Household Income: Rs. 254,000Annual Household Expenditure: Rs. 207,000

House Ownership: 83 %Type of Residence: 78 % Independent HousesTV Ownership: 91 %Four Wheeler Ownership: 11 %

Page 83: Indicus Consumer Spectrum

E8

Segment E8

All Segments

Group Profile1.48 % of Indian HouseholdsThis segment consists of married couples/ loners with empty nests and approaching their retirement. The chief wage earners have middle to higher secondary school education and majorly working in wholesale and retail trade and some have their own business

Chief Wage EarnerAge (Median): 56 YrsMarital status: 83 % MarriedEducation: 40 % Middle SchoolIndustry: (Major) 22 % Wholesale and Retail TradeEnterprise: 48 % ProprietorshipOccupation: 48 % Regular Salaried

Page 84: Indicus Consumer Spectrum

Segment E8

E8All Segments

SpouseEducation 23 % Middle SchoolOccupation 52 % Homemakers

Adult members Education 28 % Middle SchoolEmployment 72 % One person employed

Household Size 55 % Two PersonsMinors 87 % No MinorSeniors 65 % No SeniorGender Ratio 845 Females/ thousand males

Page 85: Indicus Consumer Spectrum

Segment E8

E8All Segments

Annual Household Income: Rs. 159,000Annual Household Expenditure: Rs. 135,000

House Ownership: 61 %Type of Residence: 67 % Independent HousesTV Ownership: 62 %Four Wheeler Ownership: 3 %

Page 86: Indicus Consumer Spectrum

F1

Segment F1

All Segments

Group Profile1.17 % of Indian Households

This segment consists of singles and married couples with no kids living in joint families. The chief wage earners have school level education and are skilled workers.

Chief Wage EarnerAge (Median): 28 YrsMarital status: 53 % MarriedEducation: 51 % Middle SchoolIndustry: (Major) 27 % ManufacturingEnterprise: 68 % ProprietorshipOccupation: 56 % Regular Salaried

Page 87: Indicus Consumer Spectrum

Segment F1

F1All Segments

SpouseEducation 29 % Middle SchoolOccupation 60 % No spouse

Adult members Education 32 % Middle SchoolEmployment 41 % Two persons employed

Household Size 38 % Three PersonsMinors 77 % No MinorSeniors 82 % No SeniorGender Ratio 757 Females/ thousand males

Page 88: Indicus Consumer Spectrum

Segment F1

F1All Segments

Annual Household Income: Rs. 150,000Annual Household Expenditure: Rs. 128,000

House Ownership: 60 %Type of Residence: 67 % Independent HousesTV Ownership: 64 %Four Wheeler Ownership: 2 %

Page 89: Indicus Consumer Spectrum

F2

Segment F2

All Segments

Group Profile2.49 % of Indian Households

This segment consists of singles living alone. They have middle to higher secondary school level education and are skilled workers and mostly working in manufacturing sector and living in rented houses.

Chief Wage EarnerAge (Median): 24 YrsMarital status: 88 % Never MarriedEducation: 29 % Middle SchoolIndustry: (Major) 34 % ManufacturingEnterprise: 63 % ProprietorshipOccupation: 64 % Regular Salaried

Page 90: Indicus Consumer Spectrum

Segment F2

F2All Segments

SpouseEducation No SpouseOccupation No Spouse

Adult members Education 25 % Middle SchoolEmployment 97 % One person employed

Household Size 95 % One PersonMinors 99 % No MinorSeniors 100 % No SeniorGender Ratio 158 Females/ thousand males

Page 91: Indicus Consumer Spectrum

Segment F2

F2All Segments

Annual Household Income: Rs. 81,000Annual Household Expenditure: Rs. 75,000

House Ownership: 12 %Type of Residence: 29 % Independent HousesTV Ownership: 15 %Four Wheeler Ownership: 0 %

Page 92: Indicus Consumer Spectrum

F3

Segment F3

All Segments

Group Profile2.4 % of Indian Households

This segment consists of married couples with young children, living in joint families. The chief wage earners have school level education and are skilled workers.

Chief Wage EarnerAge (Median): 34 YrsMarital status: 98 % MarriedEducation: 46 % Middle SchoolIndustry: (Major) 28 % Wholesale and Retail TradeEnterprise: 66 % ProprietorshipOccupation: 47 % Regular Salaried

Page 93: Indicus Consumer Spectrum

Segment F3

F3All Segments

SpouseEducation 30 % Middle SchoolOccupation 82 % Homemakers

Adult members Education 29 % Middle SchoolEmployment 48 % One person employed

Household Size 48 % More than Five PersonsMinors 67 % 1-2 MinorsSeniors 61 % No SeniorGender Ratio 1077 Females/ thousand males

Page 94: Indicus Consumer Spectrum

Segment F3

F3All Segments

Annual Household Income: Rs. 213,000Annual Household Expenditure: Rs. 174,000

House Ownership: 62 %Type of Residence: 70 % Independent HousesTV Ownership: 80 %Four Wheeler Ownership: 1 %

Page 95: Indicus Consumer Spectrum

G1

Segment G1

All Segments

Group Profile0.83 % of Indian Households

This segment consists of singles and married chief wage earners living in joint families .Their education level is below primary level and most of them are illiterate and are skilled and un-skilled workers.

Chief Wage EarnerAge (Median): 28 YrsMarital status: 57 % MarriedEducation: 44 % IlliterateIndustry: (Major) 29 % ManufacturingEnterprise: 76 % ProprietorshipOccupation: 44 % Self Employed

Page 96: Indicus Consumer Spectrum

G1

Segment G1

All Segments

SpouseEducation 41 % IlliterateOccupation 63 % No spouse

Adult members Education 47 % IlliterateEmployment 46 % Two persons employed

Household Size 39 % Three PersonsMinors 68 % No MinorSeniors 81 % No SeniorGender Ratio 810 Females/ thousand males

Page 97: Indicus Consumer Spectrum

G1

Segment G1

All Segments

Annual Household Income: Rs. 109,000Annual Household Expenditure: Rs. 97,000

House Ownership: 57 %Type of Residence: 74 % Independent HousesTV Ownership: 35 %Four Wheeler Ownership: 0 %

Page 98: Indicus Consumer Spectrum

G2

Segment G2

All Segments

Group Profile2.05 % of Indian Households

This segment consists of married couples with no kids living in nuclear families. The chief wage earners have education up to primary school. Mostly working in manufacturing sector and living in rented houses.

Chief Wage EarnerAge (Median): 32 YrsMarital status: 100 % MarriedEducation: 42 % Primary SchoolIndustry: (Major) 28 % ManufacturingEnterprise: 73 % ProprietorshipOccupation: 45 % Regular Salaried

Page 99: Indicus Consumer Spectrum

G2

Segment G2

All Segments

SpouseEducation 51 % IlliterateOccupation 41 % No spouse

Adult members Education 38 % IlliterateEmployment 80 % One person employed

Household Size 55 % Two PersonsMinors 99 % No MinorSeniors 100 % No SeniorGender Ratio 591 Females/ thousand males

Page 100: Indicus Consumer Spectrum

G2

Segment G2

All Segments

Annual Household Income: Rs. 97,000Annual Household Expenditure: Rs. 87,000

House Ownership: 25 %Type of Residence: 56 % Independent HousesTV Ownership: 24 %Four Wheeler Ownership: 1 %

Page 101: Indicus Consumer Spectrum

G3

Segment G3

All Segments

Group Profile7.67 % of Indian Households

This segment consists of married couples with young children. The chief wage earners are primary school educated and are skilled workers and living in rented houses.

Chief Wage EarnerAge (Median): 33 YrsMarital status: 97 % MarriedEducation: 40 % Primary SchoolIndustry: (Major) 22 % ManufacturingEnterprise: 75 % ProprietorshipOccupation: 42 % Self Employed

Page 102: Indicus Consumer Spectrum

G3

Segment G3

All Segments

SpouseEducation 52 % IlliterateOccupation 75 % Homemakers

Adult members Education 48 % IlliterateEmployment 73 % One person employed

Household Size 35 % Four PersonsMinors 61 % 1-2 MinorsSeniors 92 % No SeniorGender Ratio 981 Females/ thousand males

Page 103: Indicus Consumer Spectrum

G3

Segment G3

All Segments

Annual Household Income: Rs. 149,000Annual Household Expenditure: Rs. 128,000

House Ownership: 57 %Type of Residence: 65 % Independent HousesTV Ownership: 44 %Four Wheeler Ownership: 0 %

Page 104: Indicus Consumer Spectrum

G4

Segment G4

All Segments

Group Profile21.08 % of Indian HouseholdsThis segment consists of married chief wage earner living with their grown up or married children and some chief wage earners are living with their married children .The chief wage earners are upto primary school educated and are skilled workers.

Chief Wage EarnerAge (Median): 50 YrsMarital status: 77 % MarriedEducation: 47 % IlliterateIndustry: (Major) 22 % ManufacturingEnterprise: 49 % ProprietorshipOccupation: 42 % Self Employed

Page 105: Indicus Consumer Spectrum

G4

Segment G4

All Segments

SpouseEducation 65 % IlliterateOccupation 54 % Homemakers

Adult members Education 36 % IlliterateEmployment 40 % More than two persons employed

Household Size 45 % More than Five PersonsMinors 43 % 1-2 MinorsSeniors 76 % No SeniorGender Ratio 921 Females/ thousand males

Page 106: Indicus Consumer Spectrum

G4

Segment G4

All Segments

Annual Household Income: Rs. 192,000Annual Household Expenditure: Rs. 162,000

House Ownership: 73 %Type of Residence: 74 % Independent HousesTV Ownership: 63 %Four Wheeler Ownership: 1 %

Page 107: Indicus Consumer Spectrum

G5

Segment G5

All Segments

Group Profile2.15 % of Indian Households

This segment consists of married couples/ loners with empty nests. Their education level is below primary level and most of them are illiterate and are skilled and un-skilled workers.

Chief Wage EarnerAge (Median): 59 YrsMarital status: 62 % MarriedEducation: 57 % IlliterateIndustry: (Major) 18 % Agriculture and RelatedEnterprise: 48 % ProprietorshipOccupation: 41 % Self Employed

Page 108: Indicus Consumer Spectrum

G5

Segment G5

All Segments

SpouseEducation 73 % IlliterateOccupation 48 % No spouse

Adult members Education 56 % IlliterateEmployment 65 % One person employed

Household Size 44 % Two PersonsMinors 82 % No MinorSeniors 60 % No SeniorGender Ratio 1126 Females/ thousand males

Page 109: Indicus Consumer Spectrum

G5

Segment G5

All Segments

Annual Household Income: Rs. 86,000Annual Household Expenditure: Rs. 77,000

House Ownership: 62 %Type of Residence: 74 % Independent HousesTV Ownership: 26 %Four Wheeler Ownership: 0 %

Page 110: Indicus Consumer Spectrum

H1

Segment H1

All Segments

Group Profile0.89 % of Indian Households

This segment consists of married couples living with their young children. The chief wage earners are unskilled workers majorly in construction. Most of them are illiterate.

Chief Wage EarnerAge (Median): 32 YrsMarital status: 98 % MarriedEducation: 52 % IlliterateIndustry: (Major) 46 % ConstructionEnterprise: 68 % ProprietorshipOccupation: 14 % Regular Salaried

Page 111: Indicus Consumer Spectrum

Segment H1

H1All Segments

SpouseEducation 59 % IlliterateOccupation 73 % Homemakers

Adult members Education 50 % IlliterateEmployment 69 % One person employed

Household Size 47 % Four PersonsMinors 60 % 1-2 MinorsSeniors 92 % No SeniorGender Ratio 966 Females/ thousand males

Page 112: Indicus Consumer Spectrum

Segment H1

H1All Segments

Annual Household Income: Rs. 46,000Annual Household Expenditure: Rs. 43,000

House Ownership: 70 %Type of Residence: 80 % Independent HousesTV Ownership: 37 %Four Wheeler Ownership: 0 %

Page 113: Indicus Consumer Spectrum

The entire consumer segment is available on order, for all the 33 segments.Segment details consist of:

1. Chief Wage Earner’s Profile

•Age - Proportions in various age categories (19-24 years, 25-34 years, 35-44 years, 45-54 years, 55-64 years, > 64 years)•Marital Status - Proportions - Never Married, Currently Married, Wodowed, Divorced•Education - Proportions in 10 classifications ranging from illiterate to post graduates & above•Proportions working in 6 industry types - manufacturing, wholesale & retail trade, etc.•Type of Enterprise they work for - Proportions in Proprietorship, Partnership, Govt/ PSU, Public/ Private Ltd, Not for Profit, etc.•Occupation Type - Proportions self employed, employees, others.

……continued

Page 114: Indicus Consumer Spectrum

2. Household profiles

•Gender distribution for 4 age categories - <18 years, 18-24 years, 25-45 years, > 45 years•Proportions of various household sizes - 1, 2, 3, 4, 5, and > 5 member households•Composition - Minors (proportions having none, 1-2, and more than 2), Senior citizens (proportions having none, 1-2, and more than 2)•Adult members of the households - Proportions in 10 classifications ranging from illiterate to post graduates & above•Members employed - Proportions of one, two and more than two members of the household employed

……continued

Page 115: Indicus Consumer Spectrum

3. Chief Wage Earner’s Spouse

•Education - Proportions in 10 classifications ranging from illiterate to post graduates & above•Occupation - Proportions in 5 classifications home makers, students, employed, seeking employment, others

4. Other Characteristics

•Social group representation in the segment - SC, ST, OBC, General•Income distribution•Spending Pattern across 5 major categories, and further expansion with each of the 5 major categories (3 to 5 in each)•Residences - Rented residences v/s owned residences, Apartments v/s independent houses•Asset ownership - 4 wheelers, 2 wheelers, TV, Refrigerator, Air Conditioner

Page 116: Indicus Consumer Spectrum

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