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Indian Consumer

Spectrum
Indicus Analytics
Segmentation
of
Urban Indian Households

Targeting the relevant


consumer
Purpose
This product has been designed to help
marketers understand the essence of 30
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


The Grouping Mechanism
 Reflects  Workable solution
differences in requires
 Lifestyles  Not too many
 Preferences segments
 Needs  Not too few either

 Characteristics  A systematic method


 Social  Not merely conceptual
 Household  Strong Empirical

 Individual
underpinnings
 Psychographics  Propensities
 Spend
 Save
 Earn
Indicus Urban Consumer
Groups
 Similar to methods used
internationally
But India focused
 Two tier approach
First tier: Conceptual
Second Tier: Empirical
 Simple to visualize and use
 Accounts for consumer heterogeneity
Methodology
Underlying Data
 Characteristics of raw data
 Widely accepted
 Well sampled and transparent methods

 Sources
 Relevant data sets of National Sample Survey
 Indicus Premium Databases

 Depth
 120,000 households
 Sampled during and after mid 2000s

 Coverage
 For 70 million urban Indian households
 For 350 million urban Indians
First Tier Segmentation
 Conceptual: Consumption pattern depends
 On Ability to Spend (Socio Economic Status)
 Occupation X Education X Hierarchical position
 Requirements and Needs (Life Stage)
 Marital Status
 Family Type
 Dependent’s Life Stage

 About 100 groups thus derived


The Segment Grid
Second Tier Segmentation
 100 groups is too many

 Many have similar incomes & propensities


 Share spent on food, entertainment, education,
medical, durable goods etc.

 33 segments derived from the first 100 using


 Statistical analysis
 Neural networks
The Derived
Household
Head/
Segments
Married
Married Married Married
with with with Retired
without Married Young Young grown up Married (singles/ co
Chief- child in without children children in children in with uples living
SEC Wage Single with joint Single child in joint nuclear joint/ nucle married alone)
Group Earner family family Alone Alone family family ar family child empty nest
Unskilled
H1
SEC E Worker
Primary
Educated Skilled G1 G2 G3 G4 G5
SEC D worker

School Educated F1 F2 F3
SEC C Skilled worker

School Educated E1 E2 E3 E4 E5 E6 E8
SEC B Business man
Graduate/ PG D1 D2 E7
SEC B Skilled worker
Graduate/ PG C1 C2 C3 C4 C5 C6
SEC A Professional
Graduate
Executives/ B1 B2 B3
SEC A Managers
Graduate/ PG A1 A2 A3 A4 A5
SEC A Businessman
Parameters for each
 Assets
 Demographic Segment
House Ownership

 Total Population  Four Wheeler
 Household population
Ownership
 Household Size
 Financial Assets
 Age of all the
 Household Assets
individual
 Gender Ratio  Expenditure
 Basic Food
 Socio Economic  High value food
 Education  Medical
 Occupation
 Education
 Industry
 Durable goods
 Clothing and
Footwear
In the following sections
we provide snapshots of a
typical household in each
of the 30 Segments.

For a number of key


variables we have selected
the most
common values.

The purpose is to provide


a flavour of each of the
segments.
Segment A1
Group Profile
0.11% of Indian Households

This segment consists of singles and married couples


with no kids. The chief wage earners havegood
educational background and havetheir own business
majorly in wholsale and retail trade.

Chief WageEarner
Age (Median): 30 Yrs
Marital status: 80 % Married
Education: 87 % Graduate
Industry: (Major) 32 % Wholesaleand Retail Trade
Enterprise: 94 % Proprietorship
Occupation: 100 % Self Employed

All Segments A1
Segment A1
Spouse
Education 52 % Graduate
Occupation 53 % No spouse

Adult members
Education 51 % Graduate
Employment 73 % Oneperson employed

Household Size 77 % Two Persons


Minors 94 % No Minor
Seniors 87 % No Senior
Gender Ratio 799 Females/ thousand males

All Segments A1
Segment A1

Assets
Annual Household Income: Rs. 331,000
Annual Household Expenditure: Rs. 254,000

House Ownership: 20 %
Type of Residence: 93 % Independent Houses
TV Ownership: 85 %
Four Wheeler Ownership: 13 %

All Segments A1
Segment A2
Group Profile
0.49% of Indian Households

This segment consists of married couples living with


young children. Thechief wageearners havegood
educational bacground and have their own business
majorly in manufacturing. sector.

Chief WageEarner
Age (Median): 36 Yrs
Marital status: 100 % Married
Education: 80 % Graduate
Industry: (Major) 28 % Manufacturing
Enterprise: 76 % Proprietorship
Occupation: 100 % Self Employed

All Segments A2
Segment A2
Spouse
Education 43 % Graduate
Occupation 83 % Homemakers

Adult members
Education 52 % Graduate
Employment 73 % Oneperson employed

Household Size 52 % Four Persons


Minors 87 % 1-2 Minors
Seniors 86 % No Senior
Gender Ratio 887 Females/ thousand males

All Segments A2
Segment A2

Annual Household Income: Rs. 345,000


Annual Household Expenditure: Rs. 263,000

House Ownership: 73 %
Type of Residence: 78 % Independent Houses
TV Ownership: 94 %
Four Wheeler Ownership: 34 %

All Segments A2
Segment A3
Group Profile
0.64% of Indian Households

This segment consists of married couples with their


grown up children. Thechief wageearners have good
educational background and havetheir own business
majorly in manufacturing sector.

Chief WageEarner
Age (Median): 47 Yrs
Marital status: 98 % Married
Education: 81 % Graduate
Industry: (Major) 32 % Manufacturing
Enterprise: 70 % Proprietorship
Occupation: 100 % Self Employed

All Segments A3
Segment A3
Spouse
Education 38 % Graduate
Occupation 85 % Homemakers

Adult members
Education 46 % Graduate
Employment 61 % Oneperson employed

Household Size 47 % Four Persons


Minors 52 % 1-2 Minors
Seniors 82 % No Senior
Gender Ratio 963 Females/ thousand males

All Segments A3
Segment A3

Annual Household Income: Rs. 461,000


Annual Household Expenditure: Rs. 334,000

House Ownership: 86 %
Type of Residence: 69 % Independent Houses
TV Ownership: 100 %
Four Wheeler Ownership: 44 %

All Segments A3
Segment A4
Group Profile
0.76% of Indian Households

This segment consists of married couples living with


their married children. Thechief wage earners havegood
educational background and havetheir own business
majorly in manufacturing sector.

Chief WageEarner
Age (Median): 63 Yrs
Marital status: 89 % Married
Education: 66 % Graduate
Industry: (Major) 21 % Manufacturing
Enterprise: 25 % Proprietorship
Occupation: 57 % Self Employed

All Segments A4
Segment A4
Spouse
Education 24 % Secondary School
Occupation 79 % Homemakers

Adult members
Education 45 % Graduate
Employment 49 % Two persons employed

Household Size 56 % More than FivePersons


Minors 60 % 1-2 Minors
Seniors 62 % 1-2 Seniors
Gender Ratio 895 Females/ thousand males

All Segments A4
Segment A4

Annual Household Income: Rs. 448,000


Annual Household Expenditure: Rs. 329,000

House Ownership: 90 %
Type of Residence: 79 % Independent Houses
TV Ownership: 96 %
Four Wheeler Ownership: 45 %

All Segments A4
Segment A5
Group Profile
0.97% of Indian Households

This segment consists of married couples/ loners with


empty nests and approaching their retirement. Thechief
wageearners havegood educational background and
majorly working in govt./ public sector companies.

Chief WageEarner
Age (Median): 55 Yrs
Marital status: 88 % Married
Education: 66 % Graduate
Industry: (Major) 20 % Education
Enterprise: 43 % Govt./ Public Sector Company
Occupation: 67 % Regular Salaried

All Segments A5
Segment A5
Spouse
Education 35 % Graduate
Occupation 55 % Homemakers

Adult members
Education 46 % Graduate
Employment 72 % Oneperson employed

Household Size 60 % Two Persons


Minors 92 % No Minor
Seniors 74 % No Senior
Gender Ratio 989 Females/ thousand males

All Segments A5
Segment A5

Annual Household Income: Rs. 239,000


Annual Household Expenditure: Rs. 195,000

House Ownership: 68 %
Type of Residence: 74 % Independent Houses
TV Ownership: 88 %
Four Wheeler Ownership: 18 %

All Segments A5
Segment B1
Group Profile
0.16% of Indian Households

This segment consists of singles and married couples


with no kids. The chief wage earners havegood
educational background and aremajorly working in
public/ pvt. ltd. companies at managerial level.

Chief WageEarner
Age (Median): 32 Yrs
Marital status: 84 % Married
Education: 69 % Post graduateand above
Industry: (Major) 27 % Financial Intermediation
Enterprise: 43 % Govt./ Public Sector Company
Occupation: 100 % Regular Salaried

All Segments B1
Segment B1
Spouse
Education 41 % Graduate
Occupation 64 % No spouse

Adult members
Education 40 % Graduate
Employment 62 % Oneperson employed

Household Size 66 % Two Persons


Minors 93 % No Minor
Seniors 83 % No Senior
Gender Ratio 475 Females/ thousand males

All Segments B1
Segment B1

Annual Household Income: Rs. 601,000


Annual Household Expenditure: Rs. 427,000

House Ownership: 17 %
Type of Residence: 92 % Apartments
TV Ownership: 73 %
Four Wheeler Ownership: 25 %

All Segments B1
Segment B2
Group Profile
0.41% of Indian Households

This segment consists of married couples living with


their young children. The chief wageearners havegood
educational background and aremajorly working in
govt./ public sector companies at managerial level.

Chief WageEarner
Age (Median): 37 Yrs
Marital status: 100 % Married
Education: 70 % Graduate
Industry: (Major) 29 % Manufacturing
Enterprise: 40 % Public/ Pvt. Ltd. Companies
Occupation: 98 % Regular Salaried

All Segments B2
Segment B2
Spouse
Education 54 % Graduate
Occupation 78 % Homemakers

Adult members
Education 51 % Graduate
Employment 74 % Oneperson employed

Household Size 55 % Four Persons


Minors 91 % 1-2 Minors
Seniors 85 % No Senior
Gender Ratio 1011 Females/ thousand males

All Segments B2
Segment B2

Annual Household Income: Rs. 666,000


Annual Household Expenditure: Rs. 455,000

House Ownership: 26 %
Type of Residence: 86 % Apartments
TV Ownership: 100 %
Four Wheeler Ownership: 42 %

All Segments B2
Segment B3
Group Profile
0.73% of Indian Households

This segment consists of married couples with grown up


children. Thechief wageearners havegood educational
background and are majorly working in govt./ public
sector companies at managerial level.

Chief WageEarner
Age (Median): 49 Yrs
Marital status: 98 % Married
Education: 70 % Graduate
Industry: (Major) 38 % Financial Intermediation
Enterprise: 60 % Govt./ Public Sector Company
Occupation: 99 % Regular Salaried

All Segments B3
Segment B3
Spouse
Education 40 % Graduate
Occupation 81 % Homemakers

Adult members
Education 45 % Graduate
Employment 68 % Oneperson employed

Household Size 55 % Four Persons


Minors 59 % 1-2 Minors
Seniors 83 % No Senior
Gender Ratio 952 Females/ thousand males

All Segments B3
Segment B3

Annual Household Income: Rs. 441,000


Annual Household Expenditure: Rs. 321,000

House Ownership: 78 %
Type of Residence: 68 % Independent Houses
TV Ownership: 99 %
Four Wheeler Ownership: 41 %

All Segments B3
Segment C1
Group Profile
0.12% of Indian Households
This segment consists of working singles and married
couples living in joint families. The chief wageearners
are in their early thirties and havegood educational
background and are skilled workers and professionals
and majorly working under proprietorship

Chief WageEarner
Age (Median): 32 Yrs
Marital status: 72 % Married
Education: 80 % Graduate
Industry: (Major) 23 % Manufacturing
Enterprise: 52 % Proprietorship
Occupation: 88 % Regular Salaried

All Segments C1
Segment C1
Spouse
Education 39 % Graduate
Occupation 63 % No spouse

Adult members
Education 33 % Graduate
Employment 47 % Two persons employed

Household Size 74 % ThreePersons


Minors 91 % No Minor
Seniors 65 % No Senior
Gender Ratio 807 Females/ thousand males

All Segments C1
Segment C1

Annual Household Income: Rs. 248,000


Annual Household Expenditure: Rs. 206,000

House Ownership: 9%
Type of Residence: 95 % Independent Houses
TV Ownership: 100 %
Four Wheeler Ownership: 11 %

All Segments C1
Segment C2
Group Profile
0.73% of Indian Households

This segment consists of singles living alonein their mid


to latetwenties. They areyoung professionals with good
educational background, mostly living in rented
appartments.

Chief WageEarner
Age (Median): 26 Yrs
Marital status: 96 % Never Married
Education: 69 % Graduate
Industry: (Major) 17 % Computers and Related
Enterprise: 42 % Proprietorship
Occupation: 86 % Regular Salaried

All Segments C2
Segment C2
Spouse
Education No Spouse
Occupation No Spouse

Adult members
Education 58 % Graduate
Employment 95 % Oneperson employed

Household Size 95 % OnePerson


Minors 100 % No Minor
Seniors 100 % No Senior
Gender Ratio 176 Females/ thousand males

All Segments C2
Segment C2

Annual Household Income: Rs. 137,000


Annual Household Expenditure: Rs. 118,000

House Ownership: 6%
Type of Residence: 72 % Apartments
TV Ownership: 35 %
Four Wheeler Ownership: 0%

All Segments C2
Segment C3
Group Profile
0.7% of Indian Households

This segment consists of married couples with no kids


and living in nuclear families. The chief wageearners are
in their early thirties, professionals with good
educational background, living in rented house.

Chief WageEarner
Age (Median): 33 Yrs
Marital status: 100 % Married
Education: 64 % Graduate
Industry: (Major) 21 % Education
Enterprise: 38 % Proprietorship
Occupation: 81 % Regular Salaried

All Segments C3
Segment C3
Spouse
Education 40 % Graduate
Occupation 50 % Homemakers

Adult members
Education 52 % Graduate
Employment 84 % Oneperson employed

Household Size 69 % Two Persons


Minors 100 % No Minor
Seniors 100 % No Senior
Gender Ratio 741 Females/ thousand males

All Segments C3
Segment C3

Annual Household Income: Rs. 124,000


Annual Household Expenditure: Rs. 108,000

House Ownership: 26 %
Type of Residence: 62 % Apartments
TV Ownership: 73 %
Four Wheeler Ownership: 4%

All Segments C3
Segment C4
Group Profile
1.1% of Indian Households
This segment consists of married couples living with
their young children in joint families. The chief wage
earners are in their mid thirties and havegood
educational background and areskilled workers or
professionals.

Chief WageEarner
Age (Median): 35 Yrs
Marital status: 99 % Married
Education: 61 % Graduate
Industry: (Major) 19 % Wholesaleand Retail Trade
Enterprise: 40 % Proprietorship
Occupation: 71 % Regular Salaried

All Segments C4
Segment C4
Spouse
Education 33 % Graduate
Occupation 76 % Homemakers

Adult members
Education 33 % Graduate
Employment 54 % Oneperson employed

Household Size 40 % FivePersons


Minors 79 % 1-2 Minors
Seniors 51 % No Senior
Gender Ratio 1117 Females/ thousand males

All Segments C4
Segment C4

Annual Household Income: Rs. 192,000


Annual Household Expenditure: Rs. 162,000

House Ownership: 71 %
Type of Residence: 75 % Independent Houses
TV Ownership: 95 %
Four Wheeler Ownership: 12 %

All Segments C4
Segment C5
Group Profile
3.25% of Indian Households
This segment consists of married couples living with
young children in nuclear families. Thechief wage
earners are in their mid thirties and havegood
educational background and areskilled workers or
professionals.

Chief WageEarner
Age (Median): 35 Yrs
Marital status: 99 % Married
Education: 64 % Graduate
Industry: (Major) 17 % Education
Enterprise: 35 % Proprietorship
Occupation: 73 % Regular Salaried

All Segments C5
Segment C5
Spouse
Education 32 % Graduate
Occupation 80 % Homemakers

Adult members
Education 48 % Graduate
Employment 82 % Oneperson employed

Household Size 47 % Four Persons


Minors 88 % 1-2 Minors
Seniors 100 % No Senior
Gender Ratio 925 Females/ thousand males

All Segments C5
Segment C5

Annual Household Income: Rs. 167,000


Annual Household Expenditure: Rs. 141,000

House Ownership: 48 %
Type of Residence: 55 % Independent Houses
TV Ownership: 89 %
Four Wheeler Ownership: 12 %

All Segments C5
Segment C6
Group Profile
1.5% of Indian Households
This segment consists of married couples living with
their grown up children. Thechief wageearners are in
their late forties and havegood educational background
and are skilled workers or professionals and working in
govt./ public sector companies.

Chief WageEarner
Age (Median): 49 Yrs
Marital status: 97 % Married
Education: 53 % Graduate
Industry: (Major) 20 % Health and Social Work
Enterprise: 48 % Govt./ Public Sector Company
Occupation: 72 % Regular Salaried

All Segments C6
Segment C6
Spouse
Education 33 % Graduate
Occupation 79 % Homemakers

Adult members
Education 37 % Graduate
Employment 64 % Oneperson employed

Household Size 44 % Four Persons


Minors 49 % 1-2 Minors
Seniors 82 % No Senior
Gender Ratio 978 Females/ thousand males

All Segments C6
Segment C6

Annual Household Income: Rs. 347,000


Annual Household Expenditure: Rs. 274,000

House Ownership: 75 %
Type of Residence: 68 % Independent Houses
TV Ownership: 96 %
Four Wheeler Ownership: 31 %

All Segments C6
Segment D1
Group Profile
0.43% of Indian Households

This segment consists of singles and couples without


kids living in joint families. The chief wageearners have
good education and areskilled workers and most of
themown their houses.

Chief WageEarner
Age (Median): 29 Yrs
Marital status: 64 % Never Married
Education: 74 % Graduate
Industry: (Major) 19 % Wholesaleand Retail Trade
Enterprise: 35 % Proprietorship
Occupation: 78 % Regular Salaried

All Segments D1
Segment D1
Spouse
Education 41 % Graduate
Occupation 67 % No spouse

Adult members
Education 36 % Graduate
Employment 47 % Oneperson employed

Household Size 48 % ThreePersons


Minors 81 % No Minor
Seniors 77 % No Senior
Gender Ratio 928 Females/ thousand males

All Segments D1
Segment D1

Annual Household Income: Rs. 127,000


Annual Household Expenditure: Rs. 112,000

House Ownership: 73 %
Type of Residence: 77 % Independent Houses
TV Ownership: 84 %
Four Wheeler Ownership: 11 %

All Segments D1
Segment D2
Group Profile
4.21% of Indian Households

This segment consists of married couples with grown up


children. Thechief wageearners good educational
background and are skilled workers and professionals
and majorly working under proprietorship.

Chief WageEarner
Age (Median): 48 Yrs
Marital status: 96 % Married
Education: 70 % Graduate
Industry: (Major) 20 % Public Administration/ Defence
Enterprise: 49 % Govt./ Public Sector Company
Occupation: 73 % Regular Salaried

All Segments D2
Segment D2
Spouse
Education 22 % Secondary School
Occupation 77 % Homemakers

Adult members
Education 38 % Graduate
Employment 66 % Oneperson employed

Household Size 38 % Four Persons


Minors 54 % 1-2 Minors
Seniors 84 % No Senior
Gender Ratio 943 Females/ thousand males

All Segments D2
Segment D2

Annual Household Income: Rs. 176,000


Annual Household Expenditure: Rs. 147,000

House Ownership: 70 %
Type of Residence: 67 % Independent Houses
TV Ownership: 92 %
Four Wheeler Ownership: 9%

All Segments D2
Segment E1
Group Profile
0.06% of Indian Households
This segment consist of singles living in joint families as
thechief wageearners of the household. They have
education up to school level and havesmall business in
wholesaleand retail trade. Most of themarehome
owners.

Chief WageEarner
Age (Median): 27 Yrs
Marital status: 97 % Never Married
Education: 71 % Higher Secondary
Industry: (Major) 36 % Manufacturing
Enterprise: 72 % Proprietorship
Occupation: 96 % Self Employed

All Segments E1
Segment E1
Spouse
Education No Spouse
Occupation No Spouse

Adult members
Education 27 % Middle School
Employment 57 % Two persons employed

Household Size 68 % ThreePersons


Minors 68 % No Minor
Seniors 82 % No Senior
Gender Ratio 600 Females/ thousand males

All Segments E1
Segment E1

Annual Household Income: Rs. 218,000


Annual Household Expenditure: Rs. 178,000

House Ownership: 94 %
Type of Residence: 94 % Independent Houses
TV Ownership: 67 %
Four Wheeler Ownership: 0%

All Segments E1
Segment E2
Group Profile
0.1% of Indian Households

This segment consist of married couples without kids


living in joint families. Thechief wage earners have
education up to school level and havesmall business in
manufacturing.

Chief WageEarner
Age (Median): 32 Yrs
Marital status: 100 % Married
Education: 53 % Primary School
Industry: (Major) 40 % Manufacturing
Enterprise: 84 % Proprietorship
Occupation: 97 % Self Employed

All Segments E2
Segment E2
Spouse
Education 25 % Middle School
Occupation 59 % Homemakers

Adult members
Education 23 % Middle School
Employment 48 % Two persons employed

Household Size 52 % Four Persons


Minors 74 % No Minor
Seniors 87 % No Senior
Gender Ratio 558 Females/ thousand males

All Segments E2
Segment E2

Annual Household Income: Rs. 455,000


Annual Household Expenditure: Rs. 312,000

House Ownership: 18 %
Type of Residence: 19 % Independent Houses
TV Ownership: 70 %
Four Wheeler Ownership: 0%

All Segments E2
Segment E3
Group Profile
0.06% 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 themareliving in
rented house.

Chief WageEarner
Age (Median): 28 Yrs
Marital status: 93 % Never Married
Education: 66 % Middle School
Industry: (Major) 39 % Wholesaleand Retail Trade
Enterprise: 62 % Proprietorship
Occupation: 95 % Self Employed

All Segments E3
Segment E3
Spouse
Education No Spouse
Occupation No Spouse

Adult members
Education 37 % Middle School
Employment 89 % Oneperson employed

Household Size 97 % OnePerson


Minors 99 % No Minor
Seniors 100 % No Senior
Gender Ratio 55 Females/ thousand males

All Segments E3
Segment E3

Annual Household Income: Rs. 139,000


Annual Household Expenditure: Rs. 122,000

House Ownership: 5%
Type of Residence: 4 % Independent Houses
TV Ownership: 1%
Four Wheeler Ownership: 0%

All Segments E3
Segment E4
Group Profile
1.85% of Indian Households

This segment consists of couples with no kids in nuclear


families. Thechief wage earners haveschool education
and are skilled workers and business men, living in
rented house.

Chief WageEarner
Age (Median): 31 Yrs
Marital status: 100 % Married
Education: 50 % Middle School
Industry: (Major) 28 % Manufacturing
Enterprise: 64 % Proprietorship
Occupation: 61 % Regular Salaried

All Segments E4
Segment E4
Spouse
Education 28 % Middle School
Occupation 52 % Homemakers

Adult members
Education 40 % Middle School
Employment 88 % Oneperson employed

Household Size 60 % Two Persons


Minors 99 % No Minor
Seniors 100 % No Senior
Gender Ratio 590 Females/ thousand males

All Segments E4
Segment E4

Annual Household Income: Rs. 102,000


Annual Household Expenditure: Rs. 91,000

House Ownership: 22 %
Type of Residence: 51 % Independent Houses
TV Ownership: 42 %
Four Wheeler Ownership: 0%

All Segments E4
Segment E5
Group Profile
8.8% of Indian Households
This segment consists of married couples living with
young children in joint or nuclear families. Thechief
wageearners haveeducation up to school level. Mostly
work in wholsale and retail trade. Most of themare
homeowners and living in independent house.

Chief WageEarner
Age (Median): 34 Yrs
Marital status: 99 % Married
Education: 43 % Middle School
Industry: (Major) 27 % Wholesaleand Retail Trade
Enterprise: 70 % Proprietorship
Occupation: 47 % Self Employed

All Segments E5
Segment E5
Spouse
Education 30 % Middle School
Occupation 86 % Homemakers

Adult members
Education 36 % Middle School
Employment 86 % Oneperson employed

Household Size 43 % Four Persons


Minors 75 % 1-2 Minors
Seniors 98 % No Senior
Gender Ratio 945 Females/ thousand males

All Segments E5
Segment E5

Annual Household Income: Rs. 177,000


Annual Household Expenditure: Rs. 148,000

House Ownership: 53 %
Type of Residence: 60 % Independent Houses
TV Ownership: 72 %
Four Wheeler Ownership: 1%

All Segments E5
Segment E6
Group Profile
15.26% of Indian Households
This segment consist of married couples with grown up
children. Thechief wageearners haveeducation up to
school level and are working in wholsale and retail trade
Most of themarehome owners and living in
independent houses.

Chief WageEarner
Age (Median): 46 Yrs
Marital status: 94 % Married
Education: 39 % Middle School
Industry: (Major) 25 % Wholesaleand Retail Trade
Enterprise: 53 % Proprietorship
Occupation: 47 % Self Employed

All Segments E6
Segment E6
Spouse
Education 27 % Middle School
Occupation 79 % Homemakers

Adult members
Education 27 % Middle School
Employment 54 % Oneperson employed

Household Size 31 % Four Persons


Minors 46 % 1-2 Minors
Seniors 85 % No Senior
Gender Ratio 893 Females/ thousand males

All Segments E6
Segment E6

Annual Household Income: Rs. 298,000


Annual Household Expenditure: Rs. 231,000

House Ownership: 68 %
Type of Residence: 68 % Independent Houses
TV Ownership: 88 %
Four Wheeler Ownership: 4%

All Segments E6
Segment E7
Group Profile
6.3% of Indian Households
This segment consists of married couples with children
who arealso married. The chief wage earners have
moderateto good education and are skilled workers,
some havetheir own business, most of themown their
house.

Chief WageEarner
Age (Median): 60 Yrs
Marital status: 83 % Married
Education: 32 % Middle School
Industry: (Major) 30 % Wholesaleand Retail Trade
Enterprise: 32 % Proprietorship
Occupation: 56 % Self Employed

All Segments E7
Segment E7
Spouse
Education 28 % Illiterate
Occupation 68 % Homemakers

Adult members
Education 21 % Middle School
Employment 51 % Morethan two persons employed

Household Size 68 % More than FivePersons


Minors 58 % 1-2 Minors
Seniors 52 % No Senior
Gender Ratio 918 Females/ thousand males

All Segments E7
Segment E7

Annual Household Income: Rs. 254,000


Annual Household Expenditure: Rs. 207,000

House Ownership: 83 %
Type of Residence: 78 % Independent Houses
TV Ownership: 91 %
Four Wheeler Ownership: 11 %

All Segments E7
Segment E8
Group Profile
1.48% of Indian Households
This segment consists of married couples/ loners with
empty nests and approaching their retirement. Thechief
wageearners havemiddleto higher secondary school
education and majorly working in wholesaleand retail
tradeand somehavetheir own business

Chief WageEarner
Age (Median): 56 Yrs
Marital status: 83 % Married
Education: 40 % Middle School
Industry: (Major) 22 % Wholesaleand Retail Trade
Enterprise: 48 % Proprietorship
Occupation: 48 % Regular Salaried

All Segments E8
Segment E8
Spouse
Education 23 % Middle School
Occupation 52 % Homemakers

Adult members
Education 28 % Middle School
Employment 72 % Oneperson employed

Household Size 55 % Two Persons


Minors 87 % No Minor
Seniors 65 % No Senior
Gender Ratio 845 Females/ thousand males

All Segments E8
Segment E8

Annual Household Income: Rs. 159,000


Annual Household Expenditure: Rs. 135,000

House Ownership: 61 %
Type of Residence: 67 % Independent Houses
TV Ownership: 62 %
Four Wheeler Ownership: 3%

All Segments E8
Segment F1
Group Profile
1.17% of Indian Households

This segment consists of singles and married couples


with no kids living in joint families. The chief wage
earners haveschool level education and areskilled
workers.

Chief WageEarner
Age (Median): 28 Yrs
Marital status: 53 % Married
Education: 51 % Middle School
Industry: (Major) 27 % Manufacturing
Enterprise: 68 % Proprietorship
Occupation: 56 % Regular Salaried

All Segments F1
Segment F1
Spouse
Education 29 % Middle School
Occupation 60 % No spouse

Adult members
Education 32 % Middle School
Employment 41 % Two persons employed

Household Size 38 % ThreePersons


Minors 77 % No Minor
Seniors 82 % No Senior
Gender Ratio 757 Females/ thousand males

All Segments F1
Segment F1

Annual Household Income: Rs. 150,000


Annual Household Expenditure: Rs. 128,000

House Ownership: 60 %
Type of Residence: 67 % Independent Houses
TV Ownership: 64 %
Four Wheeler Ownership: 2%

All Segments F1
Segment F2
Group Profile
2.49% of Indian Households

This segment consists of singles living alone. They have


middleto higher secondary school level education and
are skilled workers and mostly working in manufacturing
sector and living in rented houses.

Chief WageEarner
Age (Median): 24 Yrs
Marital status: 88 % Never Married
Education: 29 % Middle School
Industry: (Major) 34 % Manufacturing
Enterprise: 63 % Proprietorship
Occupation: 64 % Regular Salaried

All Segments F2
Segment F2
Spouse
Education No Spouse
Occupation No Spouse

Adult members
Education 25 % Middle School
Employment 97 % Oneperson employed

Household Size 95 % OnePerson


Minors 99 % No Minor
Seniors 100 % No Senior
Gender Ratio 158 Females/ thousand males

All Segments F2
Segment F2

Annual Household Income: Rs. 81,000


Annual Household Expenditure: Rs. 75,000

House Ownership: 12 %
Type of Residence: 29 % Independent Houses
TV Ownership: 15 %
Four Wheeler Ownership: 0%

All Segments F2
Segment F3
Group Profile
2.4% of Indian Households

This segment consists of married couples with young


children, living in joint families. Thechief wageearners
haveschool level education and areskilled workers.

Chief WageEarner
Age (Median): 34 Yrs
Marital status: 98 % Married
Education: 46 % Middle School
Industry: (Major) 28 % Wholesaleand Retail Trade
Enterprise: 66 % Proprietorship
Occupation: 47 % Regular Salaried

All Segments F3
Segment F3
Spouse
Education 30 % Middle School
Occupation 82 % Homemakers

Adult members
Education 29 % Middle School
Employment 48 % Oneperson employed

Household Size 48 % More than FivePersons


Minors 67 % 1-2 Minors
Seniors 61 % No Senior
Gender Ratio 1077 Females/ thousand males

All Segments F3
Segment F3

Annual Household Income: Rs. 213,000


Annual Household Expenditure: Rs. 174,000

House Ownership: 62 %
Type of Residence: 70 % Independent Houses
TV Ownership: 80 %
Four Wheeler Ownership: 1%

All Segments F3
Segment G1
Group Profile
0.83% 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 themare illiterate and
are skilled and un-skilled workers.

Chief WageEarner
Age (Median): 28 Yrs
Marital status: 57 % Married
Education: 44 % Illiterate
Industry: (Major) 29 % Manufacturing
Enterprise: 76 % Proprietorship
Occupation: 44 % Self Employed

All Segments G1
Segment G1
Spouse
Education 41 % Illiterate
Occupation 63 % No spouse

Adult members
Education 47 % Illiterate
Employment 46 % Two persons employed

Household Size 39 % ThreePersons


Minors 68 % No Minor
Seniors 81 % No Senior
Gender Ratio 810 Females/ thousand males

All Segments G1
Segment G1

Annual Household Income: Rs. 109,000


Annual Household Expenditure: Rs. 97,000

House Ownership: 57 %
Type of Residence: 74 % Independent Houses
TV Ownership: 35 %
Four Wheeler Ownership: 0%

All Segments G1
Segment G2
Group Profile
2.05% of Indian Households

This segment consists of married couples with no kids


living in nuclear families. Thechief wageearners have
education up to primary school. Mostly working in
manufacturing sector and living in rented houses.

Chief WageEarner
Age (Median): 32 Yrs
Marital status: 100 % Married
Education: 42 % Primary School
Industry: (Major) 28 % Manufacturing
Enterprise: 73 % Proprietorship
Occupation: 45 % Regular Salaried

All Segments G2
Segment G2
Spouse
Education 51 % Illiterate
Occupation 41 % No spouse

Adult members
Education 38 % Illiterate
Employment 80 % Oneperson employed

Household Size 55 % Two Persons


Minors 99 % No Minor
Seniors 100 % No Senior
Gender Ratio 591 Females/ thousand males

All Segments G2
Segment G2

Annual Household Income: Rs. 97,000


Annual Household Expenditure: Rs. 87,000

House Ownership: 25 %
Type of Residence: 56 % Independent Houses
TV Ownership: 24 %
Four Wheeler Ownership: 1%

All Segments G2
Segment G3
Group Profile
7.67% of Indian Households

This segment consists of married couples with young


children. Thechief wageearners are primary school
educated and are skilled workers and living in rented
houses.

Chief WageEarner
Age (Median): 33 Yrs
Marital status: 97 % Married
Education: 40 % Primary School
Industry: (Major) 22 % Manufacturing
Enterprise: 75 % Proprietorship
Occupation: 42 % Self Employed

All Segments G3
Segment G3
Spouse
Education 52 % Illiterate
Occupation 75 % Homemakers

Adult members
Education 48 % Illiterate
Employment 73 % Oneperson employed

Household Size 35 % Four Persons


Minors 61 % 1-2 Minors
Seniors 92 % No Senior
Gender Ratio 981 Females/ thousand males

All Segments G3
Segment G3

Annual Household Income: Rs. 149,000


Annual Household Expenditure: Rs. 128,000

House Ownership: 57 %
Type of Residence: 65 % Independent Houses
TV Ownership: 44 %
Four Wheeler Ownership: 0%

All Segments G3
Segment G4
Group Profile
21.08% of Indian Households
This segment consists of married chief wageearner
living with their grown up or married children and some
chief wageearners areliving with their married children
.Thechief wageearners areupto primary school
educated and are skilled workers.

Chief WageEarner
Age (Median): 50 Yrs
Marital status: 77 % Married
Education: 47 % Illiterate
Industry: (Major) 22 % Manufacturing
Enterprise: 49 % Proprietorship
Occupation: 42 % Self Employed

All Segments G4
Segment G4
Spouse
Education 65 % Illiterate
Occupation 54 % Homemakers

Adult members
Education 36 % Illiterate
Employment 40 % Morethan two persons employed

Household Size 45 % More than FivePersons


Minors 43 % 1-2 Minors
Seniors 76 % No Senior
Gender Ratio 921 Females/ thousand males

All Segments G4
Segment G4

Annual Household Income: Rs. 192,000


Annual Household Expenditure: Rs. 162,000

House Ownership: 73 %
Type of Residence: 74 % Independent Houses
TV Ownership: 63 %
Four Wheeler Ownership: 1%

All Segments G4
Segment G5
Group Profile
2.15% of Indian Households

This segment consists of married couples/ loners with


empty nests. Their education level is below primary level
and most of themareilliterateand are skilled and un-
skilled workers.

Chief WageEarner
Age (Median): 59 Yrs
Marital status: 62 % Married
Education: 57 % Illiterate
Industry: (Major) 18 % Agricultureand Related
Enterprise: 48 % Proprietorship
Occupation: 41 % Self Employed

All Segments G5
Segment G5
Spouse
Education 73 % Illiterate
Occupation 48 % No spouse

Adult members
Education 56 % Illiterate
Employment 65 % Oneperson employed

Household Size 44 % Two Persons


Minors 82 % No Minor
Seniors 60 % No Senior
Gender Ratio 1126 Females/ thousand males

All Segments G5
Segment G5

Annual Household Income: Rs. 86,000


Annual Household Expenditure: Rs. 77,000

House Ownership: 62 %
Type of Residence: 74 % Independent Houses
TV Ownership: 26 %
Four Wheeler Ownership: 0%

All Segments G5
Segment H1
Group Profile
0.89% of Indian Households

This segment consists of married couples living with


their young children. The chief wageearners are
unskilled workers majorly in construction. Most of them
are illiterate.

Chief WageEarner
Age (Median): 32 Yrs
Marital status: 98 % Married
Education: 52 % Illiterate
Industry: (Major) 46 % Construction
Enterprise: 68 % Proprietorship
Occupation: 14 % Regular Salaried

All Segments H1
Segment H1
Spouse
Education 59 % Illiterate
Occupation 73 % Homemakers

Adult members
Education 50 % Illiterate
Employment 69 % Oneperson employed

Household Size 47 % Four Persons


Minors 60 % 1-2 Minors
Seniors 92 % No Senior
Gender Ratio 966 Females/ thousand males

All Segments H1
Segment H1

Annual Household Income: Rs. 46,000


Annual Household Expenditure: Rs. 43,000

House Ownership: 70 %
Type of Residence: 80 % Independent Houses
TV Ownership: 37 %
Four Wheeler Ownership: 0%

All Segments H1
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,
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.
2nd Floor, Nehru House, 4 Bahadur Shah Zafar
Marg
New Delhi- 110002. Phone: 91-11-42512400/01
E-mail: products@indicus.net
www.indicus.net

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