Indian Consumer Indian Consumer Spectrum Spectrum Indicus Analytics Indicus Analytics
Jan 21, 2015
Indian Consumer Indian Consumer SpectrumSpectrum
Indicus AnalyticsIndicus Analytics
Segmentation Segmentation of of
Urban Indian HouseholdsUrban Indian Households
Targeting the relevant Targeting the relevant consumerconsumer
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.
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
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
MethodologyMethodology
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
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
The Segment GridThe Segment Grid
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
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
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
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.
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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 %
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
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
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
Please send your inquiries to:Indicus Analytics Pvt. Ltd.
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