Indian Generations 2010

Understanding Indian Consumers as ‘Generation’ Groups – Gen Next, Gen Now,…..

Why look at ‘Generation’ Groups?

It’s all about ‘who has how much money’ honey….

 At certain distinct age milestones all of us naturally ‘grow out of’ and ‘move in’ to a
progressively older generation – from a child to an adolescent, to a young adult, to the
middle ages, to the elderly

 At each ‘generational’ stage, the biological and psychological needs vary and so do the
‘lifestyle’ and ‘consumption’ needs. But more importantly what also varies significantly
across generational stages is the individual’s ability to take ‘independent’ consumption
decisions, and then be able to ‘fund’ those independent consumption decisions

 Marketers must therefore differentiate between the ‘generation group’ consumers belong
to – these groups not only show distinct consumption behavior and attitudes but also show
very distinct abilities to take independent consumption decisions and fund those decisions
The Indian Consumer Generations
I
N Gen Futr
D Up to 12 Years
E (Child)
India 2030 A
P
E
G
Gen Nxt E
N 13 – 24 Years
D (Teenager, Young Adult)
E India 2020
P
N
R
C
E
Gen Now 25 – 39 Years O
(Prime Adulthood) G
India 2010
P R
R E
O
40 – 54 Years Gen Yest S
G
(Middle Age) S
R India 2000
E I
S O
S
India 1985 55 Years & Above
N
I (Elderly)
O Gen Vintg
N

In the Indian context, where young people usually attain financial independence and stability mainly in their 20’s, one may take the young
between 13-24 years mostly representing the ‘Generation Next’ and the young who are 25 years or more as part of ‘Generation Now’
* Note – The model is indicative of the main natural generation transition points between ages. It is not meant to be an exhaustive depiction of all possible transition points
 Study Overview
• Most recent and representative estimates of consumer in India based on
their ‘generational’ segmentation
Estimates based on a very large land survey of over 259,000 individuals spread across all the mainland states and union
territories of the country. Survey conducted in Apr–May 2010 among 37,000 households in 101 cities and 20,000 households
in 1,000+ villages – a total of over 57,000 households

• Comprehensive profiling of ‘generational’ age groups as consumers in

India – in their demographics, psychographics and consumption lifestyles
A deeper profiling of the Indian consumer generations and their regular consumption lifestyle - including details about their
location, economic status, household and financial assets ownerships, monthly and annual household expenditure on main
spend heads, psychographic profile, day-to-day lifestyle habits and preferences, health status, level of socialization,
leisure, holiday and entertainment preferences, status on digital lifestyle, media usage, shopping orientation & preferences,
buying orientations, personal and household consumption and brand preferences

Demographic and socio-economic profiling is based on 250,000+ individuals sample, accounting for all individuals living in
the surveyed households. Psychographics and consumption lifestyle profiling is based on 58,000 individual sample
(respondents answering questions on behalf of their respective households)
 Study Methodology
 A large-scale land survey was conducted to estimate and profile the Indian consumers in their
consumption lifestyle. The survey covered ‘towns’ and ‘villages’ of all population strata in all
the mainland states and union territories in India (covering all the key, and 69 of the total 77
regions in India as classified by NSSO)

 Though the selection of towns and villages was ‘purposive’, the sampling within the towns was
done on ‘2-stage random’ basis (firstly a random selection of polling booths, and then a random selection of

households from the electoral list within each of these randomly selected polling booths); within villages sampling

was done on ’systematic random’ basis (selection of every nth house in the village)

 To make the survey findings representative of the entire Indian population (and not just of the
surveyed households and individuals) appropriate state-wise, urban district/village class and SEC
combination level household ‘representation weights’, as derived from the authentic ‘Govt. of
India’ base-level population statistics (NSSO/Census/RGI), were applied to the survey data
Topline Findings
Young are more..….Mature have more money

 ‘Gen Now’ is the single biggest generation group in India at 27% (308 million individuals). ‘Gen
Next’ is a close second at 300 million individuals

 Half of all ‘Gen Next’ are ‘teenagers’ (13-18 years). Average age of ‘Gen Next’ is 19 years

 2/3rd of ‘Gen Yest’ are in their ‘early’ middle age (40-45 years)

 Only 1 in 6 ‘Gen Next’ are gainfully employed (2/3rd are students). ‘Gen Yest’ are the most
employed (60%, as against 50% of ‘Gen Now’. 42% of Gen Vintg are also employed)

 ‘Gen Yest’ have the best individual incomes, followed by ‘Gen Vintg’ (households with ‘Gen
Vintg’ in them have the best family incomes)

* Findings representative of 1,144 million individual Indians (342 million urban and 802 million rural)
 Boys don’t have all the fun…
• ‘Gen Vintg’ drives cars relatively the most (followed by ‘Gen Yest’). ‘Gen Now’ rides 2-
wheelers relatively the most (account for almost half of all 2-wheeler driving population)

• Only 1 in 5 ‘Gen Next’ drives a 2-wheeler (mostly motorcycle), and only 0.3% drives a car.
2/3rd of them ride bicycles

• ‘Gen Yest’ has the highest penetration of credit cards (though ‘Gen Now’ account for more of the

credit card owner base) and of life insurance (followed by ‘Gen Now’)

• ‘Gen Yest’ holidays somewhat more frequently (for both domestic and international holidays)

• ‘Gen Yest’ claim to drinks alcohol and smoke cigarettes the most (noticeably more than others)
 Different lifestage….Different instincts
• ‘Gen’ Now is relatively more ‘trend conscious’, and responds to marketing stimulus
relatively the most (‘Gen Next’ relatively the least. ‘Gen Next’ is also less social than the other generations)

• All generations give the highest importance to ‘price’ while buying (thereafter, while Gen
Next gives relatively more importance to the ‘looks’, ‘brand image’, ‘shopping experience’, Gen Vintg gives relatively
more importance to ‘performance quality’)

• ‘Gen Next’ accords as much priority to ‘fame’ as to ‘education’. They also give more
importance to ‘family pedigree/prestige’ as a status symbol than the other generations

• Cinema and music are the biggest hobbies among all generations (thereafter, ‘Gen Next’ read
books and follow sports more, ‘Gen Now’ follows cookery relatively more, ‘Gen Yest’ and ‘Gen Vintg’ prefer to engage in
social work and spirituality relatively more)
 Different strokes for Different folks!

• ‘Gen Next’ shows the highest usage incidence of Lipstick and Fairness cream, ‘Gen
Now’ of Face creams and Deodorants (Hair color is almost equally used across all generations)

• ‘Gen Next’ shows the highest consumption incidence of Cold drinks and Packaged
snacks, ‘Gen Now’ of Chocolates and Noodles (Milk additives are consumed the least by Gen Next)

• ‘Gen Now’ shows a relatively higher preference for Beer, ‘Gen Yest’ for Whiskey.
‘Gen Now’ tend to smoke ‘light cigarettes’ relatively the most

• ‘Gen Next’ shows the highest usage incidence of Jeans, Sports shoe and Readymade
shirts, ‘Gen Vintg’ for Watches
…and distinct Media Preferences
• Watching TV is highly popular among both ‘Gen Next’ and ‘Gen Now’ (Gen Next are

relatively the heaviest watchers of TV). TV has fairly low usage among ‘Gen Vintg’

• DD1 is the most popular entertainment channel across generations (followed by Star Plus)

• ‘Gen Vintg’ are relatively the heaviest readers of newspapers (especially during the

weekdays). ‘Gen Next’ are the lightest readers of newspapers

• ‘Gen Yest’ are relatively the heaviest listeners of radio during the weekends, ‘Gen
Now’ during the weekdays (while Radio Mirchi is the most popular radio channel across all generations, Vividh
Bharti is also quite popular among the ‘Gen Next’)
Report Details
 Reporting
• The ‘Indian Generations 2010’ study findings are available as query-based
online datasets with findings presented as tables/graphs/charts

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

the larger ‘individual consumers master dataset’

‘Indian Generations 2010’ is one of the ‘consumer segmentation’ study from Juxt and is part and parcel of its larger mega offline
syndication offering called ‘India Consumer Landscape’. India Consumer Landscape incorporates many such segmentation studies
which are called supplementary studies or datasets

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

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

Indian Urbanites Urban SECs

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

All Household Profile Data India Bytes Personal Computers

Indian Families Family composition & lifecycle stage

India Drives Automobiles

Individual Consumer Master
Dataset Indian Generations Generational Age groups

India Banks Personal Banking

All Individual Profile Data
India Spending Powers Ability to Spend

India Insured Life, Gen Insurance

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

Indian Affluents The Uppies & The Rich

India Holidays India Drinks Alcoholic Drinks

Holidays & Travel

India Investing The Financial Investors

India Smokes Cigarettes

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

Indian HOH Chief Wage Earners of the Households

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

Single Datasets

‘Indian Generations’ Dataset ‘Indian Generations’ Dataset ‘Indian Generations’ Dataset

Rs. 100,000 per Gen Segment 3 Gen Segments - Rs. 200,000 All 5 Gen Segments - Rs. 250,000
(all relevant individual consumer data at all India level (all relevant individual consumer data at all India (all relevant individual consumer data at all India level for all
but only for one ‘generation segment’) level for 3 ‘generation segments’) the 5 ‘generation segments’)

Combo Datasets

Individual Consumer Master

Dataset ‘Indian Generations’ Dataset
Rs. 600,000
(All available data on individual consumers)
+ All 5 Gen Segments - Rs. 250,000
(all relevant individual consumer data for all the 5
 Rs. 700,000
‘generation segments’ at all mentioned geographical levels)
(At all levels – all India, urban, rural, state-
wise, town class-wise, village class-wise, urban
district-wise for top 25 urban districts)

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

* 10.3% service tax extra

 Payment Terms & Delivery
• Payment Terms : 50% advance, 50% after delivery of all datasets/reports

• Delivery Timeline : ‘Indian Generations’ Segmentation Dataset

3 days from date of order after 4 th October 2010

: Individual Consumer Master Dataset

Anytime on order after 4th October 2010

: PowerPoint Report

1 week per dataset report thereafter from date of order

• Reporting Format : Query access based online dataset

 Indian Generations Dataset
(Information Coverage)

Size estimates of Generational groups

• Total individuals by generational age groups, By urban/rural divide, state-wise, town class-wise, village class-wise, urban districts-
wise for top 25 urban districts

Geographics
• Region, State, Urban/Rural area, City Type/Village Type, Top 25 individual urban districts

Personal Demographics
• Gender, Age, Marital Status
• Status in the household (CWE or other earning member or dependent member of the household), Occupation, Individual Income
classification (if earning), Education, Medium of Education
• Religion, Community, Caste, Mother Tongue, Preferred language of reading

Personal Psychographics
• Most important priorities in life currently, Current hobbies and interests, Living celebrity currently identify with the most
• Favorite indoor entertainment activities, Favorite outdoor entertainment activities
• Parameter that defines ‘status in the society’ for them, Desired professional qualification for self/children (as applicable)
• Self perception of own physique (physical fitness and looks)
 Indian Generations Dataset
(Information Coverage)

Personal Consumption Lifestyle Orientation

• Personal Consumption Lifestyle classification
• Level of socialization/social influence (how inclined to interact with others in spending spare time at home, outside, in party/get-
together, in solving a problem, in deciding to buy products/services)
Level of consumption Impulse (how inclined to keep abreast with lifestyle trends, buy what’s latest & trendy, frequency of replacing
things at home, frequency of shopping, enthusiasm towards shopping, whether to consume or save if income increases, whether to
consume or save if income declines)
• Buying Orientation (Price-quality orientation), Attributes give weight-age to when buying, Factors give weight-age to when deciding
place of buying, whether responded to a marketing/advertising stimulus in the past

Household’s Socio-Economic Profile

• Family size, Family classification by lifecycle stage
• Highest occupation & education level in the HH, Neo-SEC Classification, CWE Occupation & Education, Conventional SEC classification
• Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, Average per capita household
income, Spending power classification, Ownership status and size (carpet area) of house living in
• Asset owned in the household (House, Land, Car, Motorcycle, Scooter, Bicycle, B/W TV, Color TV, TV Connection, Fridge, Washing
Machine, Air Conditioner, Microwave, Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video
Camera, Computer, Video Games, Food processor, Water purifier, Toaster/Sandwich maker, Power backup, Landline phone, Tractor,
Tube well/Pump, Transistor/Radio)
• Type of asset owned in the household and brand owned for the following assets (Fridge, Water purifier, Color TV, TV Connection,
Washing Machine, Car, Motorcycle, Scooter, Computer)
• Financial asset ownerships (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance, Accidental
Insurance, House Insurance, Mutual Funds, Company Shares/Stocks, Chit Fund Deposits, Crop Insurance)
 Indian Generations Dataset
(Information Coverage)

Personal Consumption Lifestyle

• Vehicle: type of vehicle driven (car, scooter, motorcycle) along with the brand used
• Mobile Phone: whether a mobile user, no. of connections, service provider name, no. of handsets used, handset brand and model,
handset price, type of connection plan, average minutes talked daily, monthly bill, service subscribed to on the most used connection,
features present on the most used handset, whether listens to music on a mobile device
• Computer: whether a computer user, place from where accessing computer, type of computer used at home
• Internet: whether an internet user, place from where accessing internet, frequency of accessing internet, whether uses internet on
mobile phone, whether uses internet using laptop while traveling,
• Banking:  whether has a saving account, how many accounts and with which type of institution (bank/coop bank/post office), whether
owns a credit card, no. of credit cards owned, card types, card brands, card issuing banks,
• Insurance: whether has a life insurance policy and how many
• Holidaying: whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad, frequency of
taking such holidays, favorite destinations, Holidaying classification
• Alcohol: whether drink alcohol, with what frequency, type of alcohol consumed, brand consumed
• Smoking: whether smoke cigarette, with what frequency, no. of sticks smoked daily, type of cigarette smoked, brand smoked
• Personal Care Products: whether uses and brand used (Face cream, Deodorant, Body lotion/Moisturizer, Lipstick, Hair color, Face
wash, Fairness cream, Shampoo, Conditioner, Hand wash, Hair oil, Hair cream/gel, Toilet Paper)
• Processed Food Products: whether uses and brand used (Packaged vegetables, Noodles, Ketchup/Sauce, Cold drinks, Bottled/Mineral
water, Packaged Fruit Juice, Chocolates, Packaged snacks like chips & namkeen, Cornflakes/Processed cereals, Chyawanprash, Cheese,
Milk additive/ supplement, Eating Fast Food, Home delivery of food)
• Lifestyle Products: whether uses and brand used (Jeans, Sports shoe, Readymade shirt and trouser, Watch, Air Travel, 3Star + hotel)
 Indian Generations Dataset
(Information Coverage)

• Some Products in rural households only (Soap, Toothpaste, Tooth powder, Detergent Powder, Detergent Cake, Packaged Biscuits,
Refined Oil, Butter, Jam, Packaged Pickles, Battery/Cell, Travel by train, Stays in a hotel)

Health Profile
• Whether suffers from any serious lifestyle disease and which one (Low Blood Pressure, High Blood Pressure, Diabetes, Thyroid
Problem, Arthritis, Chronic Bronchitis/Asthma, Spondylitis, Obesity, Piles), Preference for type treatment/medication for the serious
lifestyle disease suffer from
• Preference for type treatment/medication and brands used for some casual lifestyle diseases when they occur (Cough & Cold, Head
ache, Muscular pain, Indigestion, Acidity, Acne/Pimples, Fever, Allergy, General weakness, Toothache)
• Whether drink alcohol and with what frequency, Whether smoke cigarette and with what frequency

Media Usage
• Whether use TV, Radio, Newspaper and Internet, with frequency of usage on weekdays and weekends
• Type of TV content watched and the most watched TV channels for each type (Entertainment/Serials/Reality Shows, News, Movies,
Music, Business News & Info, Spiritual/Devotional, Sports, Cartoon)
• Type of newspaper/magazine read and the most read brands for each type (Regular Newspaper, Business Newspaper, Regular
Magazine, Business Magazine)
• Most listened to radio channels
• Dominant (most used) media
 Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

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

• Contact Person : Sanjay Tiwari

• Email : sanjay@juxtconsult.com

• Website : www.juxtconsult.com
Thank You!