Professional Documents
Culture Documents
MAY 3, 2011
SOCIO-ECONOMIC CLASSIFICATION-2011
What is the
01
a household
in the new SEC system?
02
advantages/ drawbacks
of the new SEC system? How was the new SEC system
03
created?
What are the
04
other systems
that we considered? What is
05
the performance
of the new SEC system?
06 07
Conclusion
THE NEW SEC SYSTEM
01
SEC system?
The new SEC system is used to classify households in India. Its based on two variables:
Education of chief earner Number of consumer durables ( from a predefined
list)- owned by the family. The list has 11 items, ranging from electricity connection and agricultural land- to cars and air conditioners We have 12 grades in the new SEC system, ranging from A1 to E3
4
THE NEW SEC SYSTEM
DISTRIBUTION OF HOUSEHOLDS
18.4
14.7 11.4 9.7 7.5 3.2 1.8 0.4 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 7.9 5.3 15.4
4.3
*Figures in percentage
This round of analysis has been conducted using data from IRS 2008 (round 20)*. We have drawn a sub-sample of 39,441
DISTRIBUTION OF HOUSEHOLDS
Urban
New SEC System
12.9 11.6 10.2 7.6 5.1 8.6 13.2 12.6 9.8
4.7 2.6
1.1
A1
A2
A3
B1
B2
C1
C2
D1
D2
E1
E2
E3
Current Urban SEC system The current urban SEC system has 8 grades, and is based on occupation and education of chief earner
24 20.5 18.2 11.9 6.6 7.9 8
2.8
A1
6
A2
B1
B2
E1
E2
DISTRIBUTION OF HOUSEHOLDS
Rural
New SEC System
22.2
20.1
15.6 12.8 10.7 5.1 0.04 A1 0.4 A2 1.3 A3 2.3 3.2 6.2
B1
B2
C1
C2
D1
D2
E1
E2
E3
Current Rural SEC system The current rural SEC system has 4 grades, and is based on education of chief earner and material used in construction of dwelling
40.3 43
12.3 4.3
R1
THE NEW SEC SYSTEM
R2
R3
R4
7
02
How do we classify
a household
in the new SEC system?
Q1a Please take a look at this list and tell me which of these items do you have at
home? (It could be owned by you, your family, or provided by the employer or it could be available in the house you live in; but it should be for the use of just you or your family)
EXPLAIN, IF NECESSARY: We have a standard list of items that we use in all kinds of cities and villages. So dont worry if an item appears irrelevant for you, or too ordinary- just go ahead and tell me which items you do have. We need this information just for survey purpose only.
Q1b
Does your family own any agricultural land, by agricultural land I mean land that is currently under cultivation or plantation?
SHOW CARD/READ OUT
Q2
Could you tell me something about the person who makes the biggest contribution to the running of the household. To what level has he studied?
RECORD IN GRID. USE GRID TO DETERMINE NEW SEC.
RECORDING
The grid 01
Items owned / have access at home Electricity Connection Ceiling Fan LPG Stove Two Wheeler Colour TV 1a Refrigerator Washing Machine Personal Computer/ Laptop Car/Jeep/Van Air Conditioner Circle 01 02 03 04 05 06 07 08 09 10 Tick
1b
11
10
RECORDING
The grid
Chief Earner: Education (Q2)
02
Illiterate
School- 5 to 9 years
SSC/ HSC
1 None 1
E3 E2 E1 D2 D1 C2
3
E2 E1 D2 D1 C2 C1
4
E2 E1 D2 D1 C1 B2
6
E1 D2 D1 C2 B2 B1
7
D2 D2 D1 C2 B2 B1
2
3 4 5 6 7 8 9+
11 THE NEW SEC SYSTEM
C1
C1 B1 B1
B2
B1 A3 A3
B2
B1 A3 A3
B1
A3 A3 A2
A3
A3 A2 A2
A3
A2 A2 A1
A3
A2 A2 A1
03
What are
the advantages
of the new SEC system?
Advantages
OF THE NEW SEC SYSTEM
More discrimination as compared with current systems A single system for urban and and rural India Less subjectivity- as we no longer use occupation Its simple - easy to answer, not very time consuming, easy
to classify
14
03
drawbacks
to the new SEC system?
We need to be better prepared to handle minor changes to the system, because consumer durables penetration will change faster than education or occupation The questioning can appear intrusive to people who are unaccustomed to market research. Its not a problem elsewhere
16
04
Extensive analysis based on data drawn from the IRS, made available by the MRUC- various rounds, from 2005 to 2008 Have also drawn on data from MarketPulse, IMRBs Household panel, supplemented by a special survey
18
19
A scoring system called LIFE; which takes into account whether a household owns or uses a wide-ranging products ranging from material of wall, roof, mode of transportation, use of toilet soap, use of ghee, biscuits, etc.
The LIFE score is used to decide the order of groups defined by two or more variables
20
durables x education
1 None 1 2 3 4 5 6 7 8 9+ 81 120 157 193 232 260 294 2 98 133 166 211 250 286 338 3 111 145 185 225 271 313 344 4 125 160 199 247 298 341 377 5 130 165 222 265 319 370 438 6 134 178 215 278 343 391 425 7 217 115 263 268 338 394 447
307
366
384
429
373
411
415
455
456
497
470
500
483
510
592
487
495
558
575
* Excluding durables
21 THE NEW SEC SYSTEM
307
366
384
429
373
411
415
455
456
497
470
500
483
510
592
487
495
558
575
* Excluding durables
A2
A3
B1
B2
C1
C2
D1
D2
E1
E2
E3
23
05
other systems
that we considered?
Point based system using education of highest educated individual, press exposure of housewife, and ownership of durables plus other aspects
A system based on occupation and education of chief earner and the number of consumer durables owned
A system based on and education of chief earner and the best type of consumer durables owned
25
Systems that call for multiple grids or adding up points are time consuming; errors in classifying can occur
A system that requires cards to be shown is not a good idea- its hard to manage this at the doorstep Occupation is a weak discriminator Systems based on consumer durables offer good discrimination
26
The focus then was to optimize this system- adding or dropping consumer durables, if needed
Many versions of this system have been explored before arriving at the current system
27
06
Performance
of the new SEC system?
Color TV
99 96 91 87 77 100 90 80 93
70 60 50 40 30
20 10 0 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 11 4 33
79 65 50 38 26 19 12 5 D2 2 E1 1 E2 0 E3
A2
A3
B1
B2
C1
C2
D1
29
PENETRATION
40 30
20 10 0 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 13 5 2 0 0 0 0 0 0 0 0
40 30
20 10 0 A1 A2 B1 B2 C D E1 E2 19 9 4 2 1 0 0 0
71 56 43 30 13 10 3 A2 B1 B2 C D E1 E2
30
PENETRATION
74 49 35 16 5 1 E3
76
69 58 49 33
A1
A2
A3
B1
B2
C1
C2
D1
D2
E1
E2
A1
A2
B1
B2
E1
E2
55
40 28 19 16 9 7 5
A1
A2
B1
B2
E1
E2
31
PENETRATION
10
0
92
82 69 58 46 33 27 19 10 5 E1 2 E2 1 E3
A1
A2
A3
B1
B2
C1
C2
D1
D2
A1
A2
B1
B2
E1
E2
32
PERFORMANCE ON DISCRIMINATION
India ( u + r )
Gini coefficients for New SEC system compared with benchmark
Penetration
31.2 37.0
0
New System Benchmark System (MHI)
0.2
0.4
0.6
0.8
Gini Values
Data Source: MRUC/ Hansa Research - IRS 2008 (Round 20)
33
PERFORMANCE ON DISCRIMINATION
India ( u + r ) (CONTD.)
Gini coefficients for New SEC system compared with benchmark
Penetration
Jam Ketchup / Sauces Chocolates Instant Noodles Floor Cleaners Toilet Cleaners Soft drinks/Fruit Juices Skin Creams/Lotions Utensil cleaners Fabric whiteners / blues Toothpaste Shampoo Bathing Soaps / Liquid Soaps
3.3 5.3 6.6 6.7 11.6 14.1 15.8 21.4 29.7 49.8 57.7 75.1 95.8
0
New System Benchmark System (MHI)
34 THE NEW SEC SYSTEM
0.2
0.4
Gini Values
0.6
0.8
*Purchased in the last 6 months except soft drinks, skin creams and chocolates Data Source: MRUC/ Hansa Research - IRS 2008 (Round 20) 34
GINI CO-EFFICIENTS
Urban
Gini coefficients for New SEC system compared with benchmark
Penetration
Own Microwave oven Own Internet access at home - Through PC / TV Own PC at home Own Camera (still/ digital) Housewife have read a magazine in the last 7 days Own DVD player Own Kitchen Sink Own Telephone Own - Mobile / Cellular Phone Receive Cable & Satellite Own Pressure cooker
1.0 1.9 4.5 8.5 12.7 15.7 20.9 23.8 25.9 60.0 69.6
0.2
0.4
0.6
0.8
Gini Values
35
GINI CO-EFFICIENTS
Urban (CONTD.)
Gini coefficients for New SEC system compared with benchmark
Penetration
Processed Cheese/Cheese Products Jam Ketchup / Sauces Chocolates Instant Noodles Soft drinks/Fruit Juices Floor Cleaners Skin Creams/Lotions Toilet Cleaners Utensil cleaners Fabric whiteners / blues Toothpaste Shampoo
17.4
28.3 30.2 30.6 32.0 59.9 60.1 80.8 84.9
0
New System Current System
36 THE NEW SEC SYSTEM
0.2
0.4
Gini Values
0.6
0.8
*Purchased in the last 6 months except soft drinks, skin creams and chocolates
Data Source: MRUC/ Hansa Research - IRS 2008 (Round 20) 36
GINI CO-EFFICIENTS
Rural
Gini coefficients for New SEC system compared with benchmark
Penetration
Own Microwave oven Own Internet access at home - Through PC / TV Own PC at home Own Camera (still/ digital) Own Kitchen Sink Housewife have read a magazine in the last 7 days Own DVD player Own - Mobile / Cellular Phone Own Telephone Rural Assets - Table Fan Receive Cable & Satellite Own Pressure cooker Rural Assets - In-house toilet
0.1 0.1 0.3 1.3 2.7 2.8 2.8 6.6 7.6 13.4 18.6 22.8 30.9
0
New System Current System
37 THE NEW SEC SYSTEM
0.2
0.4
Gini Values
0.6
0.8
37
GINI CO-EFFICIENTS
Rural (CONTD.)
Gini coefficients for New SEC system compared with benchmark
Penetration
Instant Noodles Chocolates Floor Cleaners Toilet Cleaners Soft drinks/Fruit Juices Utensil cleaners Skin Creams/Lotions Fabric whiteners / blues Toothpaste Shampoo Biscuits
2.1
2.8
3.5 6.2
10.4
16.5 17.4 45.3 47.6
70.8
73.2
0.2
0.4
0.6
0.8
Gini Values
*Purchased in the last 6 months except soft drinks, skin creams and chocolates Data Source: MRUC/ Hansa Research - IRS 2008 (Round 20)
PERFORMANCE ON DISCRIMINATION
Conclusion
The new SEC system is better than the current urban system , and much better than the current rural system
39
1 2 3 4
0.5 1.5 4.2 3.5 4.7 7.1 11.7 19.3 19.2 13.5 12.9 2.1
702 618 514 455 391 347 289 232 181 136 125 95
186 236 243 236 227 207 178 155 139 110 111 101
A1 A2 A3 B1 B2 C1 C2
4.3
5.3 7.5 7.9 11.4 14.7 18.4 15.4 9.7
494
430 369 319 270 222 164 117 80
172
164 142 124 117 106 90 75 65
5
6 7 8 9 10 11 12
D1
D2 E1 E2
E3
1
2 3 4
A1
A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3
0.4
1.8 3.2 4.3 5.3 7.5 7.9 11.4 14.7 18.4 15.4 9.7
804
687 590 494 430 369 319 270 222 164 117 80
116
150 173 172 164 142 124 117 106 90 75 65
5
6 7 8 9 10 11 12
4.7
7.1 11.7 19.3 19.2 13.5 12.9 2.1
391
347 289 232 181 136 125 95
227
207 178 155 139 110 111 101
A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3
1.1 5.1 7.6 8.6 10.2 12.9 11.6 13.2 12.6 9.8 4.7 2.6
807 704 610 532 463 399 347 300 251 194 148 112
42
PERFORMANCE ON HOMOGENEITY
Conclusion
The new SEC system is able to reduce heterogeneity within social grade- and stretch the differences by grade
43
07
Conclusion
THE NEW SEC SYSTEM
In Conclusion
We have a system that is simple, easy to administer. It gives us good discrimination; the social grades created are more homogenous But we do need to revisit the system at least once every two years; and make sure that when a change is needed, this is a smooth process Its easy to begin using the new system. For those who need to keep track of the old SEC for reasons of comparability, the new system means just one more question- which can be tagged on right at the end.
45 THE NEW SEC SYSTEM
Thank You
46
08
Appendices
DURABLES
Air Conditioner Personal Computer/ Laptop Mode of Transportation # Refrigerator Washing Machine Ceiling Fan TV/ Cable & satellite # Camera # Music/entertainmentl # Telephone Tractor/ Power tiller Tea/ Coffee Skin Creams/Lotions Soft drinks/Fruit Juices Fabric whiteners / blues
FMCG
Biscuits # Toothpaste/ toothpowder # Washing cakes / bars # Washing powders / liquids # Toilet Cleaners Talcum Powder
Cooking oil: vanaspati/ edible # Ghee / Desi Ghee Toilet Soaps/bathing soaps/Liquid Soaps #
POINTS
250
300
450
48
# contains sub-levels ; (*): Travel abroad- Urban only / Land ownership: Rural only
1 2 3 4 5 6 7 8 9
Air conditioner
Automobile Washing machine Refrigerator Color TV Two wheeler Pressure cooker LPG stove Ceiling fan Electricity connection More than one car (Urban specific) Personal Computer/ laptop Agricultural Land (Rural specific) Tractor (Rural specific)
10
11 12 13 14
73.4
1.8 -
94.7
0.1 5.2 n/a n/a
64.1
n/a 0.3 35.1 1.8
* Source : MRUC/Hansa Research a sample of 39441 from IRS 2008 (Round 20)
MHI Grades
MHI Groups
1 2 3 4 5 6 7 8 9 10 11 12
Rs.20001 + Rs.12001 to Rs.20000 Rs.8001 to Rs.12000 Rs.6001 to Rs.8000 Rs.5001 to Rs.6000 Rs.4001 to Rs.5000 Rs.3001 to Rs.4000 Rs.2001 to Rs.3000 Rs.1501 to Rs.2000 Rs.1001 to Rs.1500 Rs.501 to Rs.1000 Up to Rs.500
50