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  • Indicus Consumer Spectrum - District Level

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    Indicus Analytics
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    Segmentation of Urban Indian Households - Targeting the relevant consumer This product has been designed to help marketers understand the essence of 33 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, targeting and execution. The segments have been derived based on two key dimensions - lifestyle stages of chief wage earners of households and their skill levels. The first defines their needs and the second defines their earning abilities. The Segments • Segmentation by 5 Socio Economic Classifications of Households • SEC and Life Stage - 15 Segments based on 3 broad Life stages of Chief Wage Earner of Households and 5 SEC classes • Indicus Segments - 33 Segments derived by Indicus based on 9 finer Life stages of Chief Wage Earner of Households and 5 SEC classes For each Segment, the following parameters have been presented (Nearly a hundred parameters for each segment in every district) • Parameters in Basic Version o Profile of Chief Wage Earner (CWE)  Age distribution (6 classes)  Marital status (3 classes)  Education (6 classes)  Industry in which employed (22 industries)  Type of employment (3 types) o Profile of Households  Gender distribution  Gender wise age distribution (4 classes each gender)  Household size (5 classes)  Senior citizen members (3 classes)  Minors in household (3 classes)  Education of adult members (6 classes)  Employment of adult members (4 classes)  CWE’s spouse’s education (6 classes)  CWE’s spouse’s employment type (4 classes) • Parameters in Premium Version o Income Distribution  Households within a segment across 5 income classes < 300,000, 300000-500,000, 500,000 -1,000,000, 1-1.5 million, > 1.5 million o Expenditure Distribution  Aggregate household expenditures in each of the 5 income categories • Parameters in Premium Plus Version o Expenditure Distribution over 5 major categories (across income categories) for each segment and up to 18 categories for some of the segments Granularity • Country • States • Top 135 Districts, which account for o 67% of all urban households o 69% of all SEC A and B households o 75% of urban households earning over Rs 500,000 pa o 78 % of urban households earning over Rs 1,000,000 pa Product Versions Available • 5 Segments by SEC • 15 Segments by combinations of 5 SECs and 3 broad Life stages • 33 Indicus Segments – expanding to 9 life stages • Complete Package – all the above 3

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    Segmentation of Urban Indian Households - Targeting the relevant consumer This product has been designed to help marketers understand the essence of 33 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, targeting and execution. The segments have been derived based on two key dimensions - lifestyle stages of chief wage earners of households and their skill levels. The first defines their needs and the second defines their earning abilities. The Segments • Segmentation by 5 Socio Economic Classifications of Households • SEC and Life Stage - 15 Segments based on 3 broad Life stages of Chief Wage Earner of Households and 5 SEC classes • Indicus Segments - 33 Segments derived by Indicus based on 9 finer Life stages of Chief Wage Earner of Households and 5 SEC classes For each Segment, the following parameters have been presented (Nearly a hundred parameters for each segment in every district) • Parameters in Basic Version o Profile of Chief Wage Earner (CWE)  Age distribution (6 classes)  Marital status (3 classes)  Education (6 classes)  Industry in which employed (22 industries)  Type of employment (3 types) o Profile of Households  Gender distribution  Gender wise age distribution (4 classes each gender)  Household size (5 classes)  Senior citizen members (3 classes)  Minors in household (3 classes)  Education of adult members (6 classes)  Employment of adult members (4 classes)  CWE’s spouse’s education (6 classes)  CWE’s spouse’s employment type (4 classes) • Parameters in Premium Version o Income Distribution  Households within a segment across 5 income classes < 300,000, 300000-500,000, 500,000 -1,000,000, 1-1.5 million, > 1.5 million o Expenditure Distribution  Aggregate household expenditures in each of the 5 income categories • Parameters in Premium Plus Version o Expenditure Distribution over 5 major categories (across income categories) for each segment and up to 18 categories for some of the segments Granularity • Country • States • Top 135 Districts, which account for o 67% of all urban households o 69% of all SEC A and B households o 75% of urban households earning over Rs 500,000 pa o 78 % of urban households earning over Rs 1,000,000 pa Product Versions Available • 5 Segments by SEC • 15 Segments by combinations of 5 SECs and 3 broad Life stages • 33 Indicus Segments – expanding to 9 life stages • Complete Package – all the above 3

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    52 views16 pages

    Indicus Consumer Spectrum - District Level

    Uploaded by

    Indicus Analytics
    Segmentation of Urban Indian Households - Targeting the relevant consumer This product has been designed to help marketers understand the essence of 33 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, targeting and execution. The segments have been derived based on two key dimensions - lifestyle stages of chief wage earners of households and their skill levels. The first defines their needs and the second defines their earning abilities. The Segments • Segmentation by 5 Socio Economic Classifications of Households • SEC and Life Stage - 15 Segments based on 3 broad Life stages of Chief Wage Earner of Households and 5 SEC classes • Indicus Segments - 33 Segments derived by Indicus based on 9 finer Life stages of Chief Wage Earner of Households and 5 SEC classes For each Segment, the following parameters have been presented (Nearly a hundred parameters for each segment in every district) • Parameters in Basic Version o Profile of Chief Wage Earner (CWE)  Age distribution (6 classes)  Marital status (3 classes)  Education (6 classes)  Industry in which employed (22 industries)  Type of employment (3 types) o Profile of Households  Gender distribution  Gender wise age distribution (4 classes each gender)  Household size (5 classes)  Senior citizen members (3 classes)  Minors in household (3 classes)  Education of adult members (6 classes)  Employment of adult members (4 classes)  CWE’s spouse’s education (6 classes)  CWE’s spouse’s employment type (4 classes) • Parameters in Premium Version o Income Distribution  Households within a segment across 5 income classes < 300,000, 300000-500,000, 500,000 -1,000,000, 1-1.5 million, > 1.5 million o Expenditure Distribution  Aggregate household expenditures in each of the 5 income categories • Parameters in Premium Plus Version o Expenditure Distribution over 5 major categories (across income categories) for each segment and up to 18 categories for some of the segments Granularity • Country • States • Top 135 Districts, which account for o 67% of all urban households o 69% of all SEC A and B households o 75% of urban households earning over Rs 500,000 pa o 78 % of urban households earning over Rs 1,000,000 pa Product Versions Available • 5 Segments by SEC • 15 Segments by combinations of 5 SECs and 3 broad Life stages • 33 Indicus Segments – expanding to 9 life stages • Complete Package – all the above 3

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 16

    Urban

    Consumer
    Spectrum
    Urban Consumer Spectrum

    of
    India
    Targetin
    Targeting
    The

    g
    Relevant
    Consumer

    Targeting Targeting
    The The
    Relevant Relevant
    Consumer Consumer

    The Targeting
    Urban Consumer Spectrum

    The
    Relevant

    Relevant
    Consumer
    This product has been designed to help
    marketers understand the essence of the
    various 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 business, sales,
    Urban Consumer Spectrum

    advertising and communication strategies.

    The two key dimensions are life stages of


    chief wage earners of households and their
    1. Segmentation by
    Socio Economic Classification of
    Households
    SEC E

    SEC D

    SEC C

    SEC B
    Urban Consumer Spectrum

    SEC A
    5 segments
    in every
    district
    2. SEC and Life Stage
    15 Segments based on 3 broad Life stages of Chief Wage
    Earner of Households and 5 SEC classes

    Younger
    Younger Middle
    Middle Mature
    Mature
    Years
    Years Years
    Years Years
    Years

    SEC E

    SEC D

    SEC C
    Urban Consumer Spectrum

    SEC B
    Six classifications in the
    upper segments of SEC A
    SEC A and B for finer profiling
    3. Indicus Segments
    33 Segments derived by Indicus based on Life stage of Chief
    Wage Earner of Households and SEC
    Younger
    YoungerYears
    Years Middle
    MiddleYears
    Years Mature
    Mature
    Years
    Years
    Urban Consumer Spectrum

    24 classifications in the upper segments of SEC A and B for


    very fine profiling
    Coverage
    Age distribution (6 classes)
    Marital status (3 classes)
    Education (6 classes)
    Industry in which employed (22
    Profile of Chief Wage Earner (CWE) industries)
    Type of employment (3 types)

    Profile of Households
    Income Distribution
    Expenditure Distribution
    Urban Consumer Spectrum
    Coverage

    Profile of Chief Wage Earner (CWE)


    Profile of Households Gender distribution
    Gender wise age distribution (4 classes each gender)
    Income Distribution Household size (5 classes)
    Senior citizen members (3 classes)
    Minors in household (3 classes)
    Expenditure Distribution Education of adult members (6 classes)
    Employment of adult members (4 classes)
    CWE’s spouse’s education (6 classes)
    CWE’s spouse’s employment type (4 classes)
    Urban Consumer Spectrum
    Coverage

    Profile of Chief Wage Earner (CWE)


    Profile of Households
    Income Distribution
    Expenditure Distribution
    Households within a segment
    across 5 income classes
    < 300,000, 300000-500,000,
    500,000 -1,000,000, 1-1.5
    Urban Consumer Spectrum

    million, > 1.5 million


    Coverage

    Profile of Chief Wage Earner (CWE)


    Profile of Households
    Income Distribution
    Expenditure Distribution

    Aggregate household expenditures


    in each of the 5 income categories
    Urban Consumer Spectrum
    Coverage
    Age distribution (6 classes)
    Marital status (3 classes)
    Education (6 classes)
    Industry in which employed (22
    Profile of Chief Wage Earner (CWE) industries)
    Type of employment (3 types)

    Profile of Households Gender distribution


    Gender wise age distribution (4 classes each gender)
    Income Distribution Household size (5 classes)
    Senior citizen members (3 classes)
    Minors in household (3 classes)
    Expenditure Distribution Education of adult members (6 classes)
    Employment of adult members (4 classes)
    CWE’s spouse’s education (6 classes)
    Households within a segment
    CWE’s spouse’s employment type (4 classes)
    across 5 income classes
    < 300,000, 300000-500,000,
    500,000 -1,000,000, 1-1.5
    Urban Consumer Spectrum

    million, > 1.5 million Aggregate household expenditures


    in each of the 5 income categories

    Nearly a hundred parameters for each segment


    in every district
    Parameters in
    Premium Version only
    Profile of Chief Wage Earner (CWE)
    Profile of Households Identifies income
    classes and
    Income Distribution expenditure pattern
    within each segment
    Expenditure Distribution separately
    Households within a segment
    across 5 income classes
    Urban Consumer Spectrum

    < 300,000, 300000-500,000,


    500,000 -1,000,000, 1-1.5
    million, > 1.5 million Aggregate household expenditures
    in each of the 5 income categories
    Parameters in
    Premium Plus Version
    (coming soon)

    Expenditure Distribution over 5


    major categories (across income
    categories) for each segment
    and
    Urban Consumer Spectrum

    up to 18 categories for
    Some of the segments
    Granularity

    • Country
    • States Account for

    • Top 135 Districts


    67% of all urban
    households
    69% of all SEC A and B
    households
    75% of urban
    households earning over
    Urban Consumer Spectrum

    Rs 500,000 pa
    78 % of urban
    households earning over
    Rs 1,000,000 pa
    Product Versions Available

    • 5 Segments by SEC
    • 15 Segments by combinations of 5
    SECs and 3 broad Life stages
    • 33 Indicus Segments – expanding
    to 9 life stages
    • Complete Package – all the above
    Urban Consumer Spectrum

    3
    For query or placing orders please contact

    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
    Urban Consumer Spectrum

    www.indicus.net

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