Indian Urbanites 2009

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

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

• 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

Study Overview

* 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

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

Study Methodology

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)

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

SEC A

SEC B

105 million

SEC C

79 million

SEC D

SEC E

159 million

Tier 1The Consuming Class

Tier 2The Aspiring Class

Tier 3The Underprivileged

(22 million families)

(17 million families)

(39 million families)

(Based on redefining SECs by the highest education and occupation level among all members in the household and not just of chief wage earner)

* Total – 343 million individuals (77 million urban families) * NSSO/Census data projected for 2009 by Indicus Analytics

47%

23%

30%

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

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’

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

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’

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)

1. Demographic Profile Report – Individual demographic profile, Household socio-economic profile and asset

ownerships, Individual asset ownerships

2. Psychographic Profile Report – Current priorities, recreations and aspirations, Outlook and opinions, Personal

likes and preferences, Social orientation

3. 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 ReportsReports 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)

• Payment Terms : 50% advance, 50% on delivery of all reports

• Delivery Timeline : 7 working days per report from date of order (or

immediately if ready)

• 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 : sanjay@juxtconsult.com

• Website : www.juxtconsult.com