Great Indian Families 2009

Understanding the Indian ‘Families’ as Consumption Units

Study Overview
• Highly representative profiling of socio-economic characteristics of Indian Families. Findings based on a land survey conducted among 28,000 households in 40 cities and 480 villages spread across all the 4 regions of the country

Latest estimates of key household/financial asset ownerships and penetrations in urban and rural India. Estimates as recent as January 2009

Insightful understanding of Indian families as ‘consumers’ and not just as households. Includes their income and socio-economic status, size and ownership of house, expenditure shares by main household consumption heads, time spent on various media (offline and online), medium relied on most for shopping info

Large scale land survey conducted to profile the composition and consumption characteristics of Indian families. Survey covered over 16,000 households in 40 cities and over 12,000 households in 480 villages spread across all the four regions of the country Sampling methodology chosen to ensure coverage of ‘town’ and ‘village’ classes of all population strata, and ‘households’ of all socio-economic classification within each of these towns and villages. Villages sampling done in a way to ensure coverage of villages up to distances of 20 kms from the nearest surveyed town Finally, town/village class and socio-economic class combination level ‘weights’ derived from authentic Govt. of India data and applied to the land survey data to make it representative of the entire Indian population

Information Area Covered
Demographic and socio-economic profile
Location – Town class (village class), region, community Educational qualification, current occupation (and industry of occupation) of members in the household SEC (urban, rural) Gender, age, marital status, preferred language of reading of all members in the household Income status and composition (monthly household income, income from outside, earning and dependent members) Per-capita household income

Consumption, asset ownership and liability profile
Share of expenditure by main household spending heads (food & clothing, rent & utilities, transport / conveyance,
leisure & entertainment, loan & liability payments, savings & investments)

House ownership, size of house, no. of rooms Vehicle ownership (bicycle, 2-wheeler, 4-wheeler) Physical asset ownership – TV, fridge, washing machine, AC, microwave, music system, radio, DVD player, Ipod, video games, regular camera, digital camera, video recorder, tube well/pump, landline phone, mobile phone, computer, laptop, printer, TV connection Financial asset ownership – land, bank account, demat account, fixed deposits, govt. bonds, chit fund deposits, life insurance, medical insurance, debit card, credit card, mutual fund, shares, etc Currently running loan types if any

Information Area Covered
Quality of key asset ownership
Type of car Type of bike Type of TV Type of TV connection Type of fridge Type of washing machine Type of mobile phone Type of mobile services subscribed to Type of bank in which accounts held Type of credit card possessed

Media usage
Media used at home (TV, Newspaper, Radio, Internet) Daily time spent on various media at home Which medium relied on most for information for buying products and services

List Of Reports
1. Great Indian Families Report
(families defined by member composition):

Other Possible Reports:
2. Urban vis-à-vis Rural Families

• • • • • •

Free Birds

(single independents) (young married couple with no children)

Nest Builders Baby Sitters

3. Single vis-à-vis Multiple Income Families 4. Families by Socio-economic Classes
(urban/rural SEC)

(married with eldest child below 12 years)

Mature Mentors (married with youngest child above 12 years) Dynasties (3 generation joint family) Vintage Wines (middle age/ elderly married couple living alone)

5. Families by Community Types
(marwari, gujrati, punjabi, malayali, ….)

6. Family Profiles by Most Expensive Vehicle Owned 7. Family Profiles by Size of House

Note: Segment level analysis in any of the reports is subject to collection of sufficient sample responses at the segment level.

Pricing of Reports
Report Price (Rs.)*
* 12.36% service tax extra

Price (USD)

Any 1 Report 3 or More Reports

150,000 100,000 each

4,750 3,500 each

• •

Payment Terms Delivery Timeline

: 50% advance, 50% after delivery of all reports : Single/First Report – 10 days from date of order (or immediately if ready) : Subsequent Reports – 10 days per report thereafter (or immediately if ready)

Report Delivery Format


Contact Details
• Address :
3, Kehar Singh Estate, 1st Floor, Westend Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone • Contact Person • Email • Website

: : : :

+91-11-29535098, +91-11-32451093, +91-9811256502

Sanjay Tiwari

Thank You!

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