Indian Generations 2010

Understanding Indian Consumers as ¶Generation· Groups ² 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 ² 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 ² 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

Gen Futr
India 2030

Up to 12 Years (Child)

13 ² 24 Years (Teenager, Young Adult)

Gen Nxt
India 2020


Gen Now
India 2010

25 ² 39 Years (Prime Adulthood)

40 ² 54 Years (Middle Age)

Gen Yest
India 2000

India 1985

55 Years & Above (Elderly)

Gen Vintg

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 ² 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 Apr²May 2010 among 37,000 households in 101 cities and 20,000 households in 1,000+ villages ² a total of over 57,000 households

‡ Comprehensive profiling of ¶generational· age groups as consumers in India ² 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%
¶Gen Next· is a close second at 300 million individuals (308 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·
¶Gen Vintg· in them have the best family incomes)

(households with

* 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 wheelers relatively the most
(followed by ¶Gen Yest·).

¶Gen Now· rides 2-

(account for almost half of all 2-wheeler driving population)


Only 1 in 5 ¶Gen Next· drives a 2-wheeler 2/3rd of them ride bicycles

(mostly motorcycle),

and only 0.3% drives a car.


¶Gen Yest· has the highest penetration of credit cards
credit card owner base)

(though ¶Gen Now· account for more of the

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
more importance to ¶performance quality·)

(thereafter, while Gen

Next gives relatively more importance to the ¶looks·, ¶brand image·, ¶shopping experience·, Gen Vintg gives relatively


¶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
engage in social work and spirituality relatively more)

(thereafter, ¶Gen Next·

read books and follow sports more, ¶Gen Now· follows cookery relatively more, ¶Gen Yest· and ¶Gen Vintg· prefer to

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·
relatively the heaviest watchers of TV). (Gen Next are

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

¶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

‡ 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 Datasets Indian Urbanites Household Master Dataset
All Household Profile Data
Urban SECs

Product Category Datasets

India Mobile Indian Ruralites Indian Families Individual Consumer Master Dataset
All Individual Profile Data
Rural SECs

Mobil Service & Handsets

India Bytes
Family composition & lifecycle stage

Personal Computers

India Drives Indian Generations
Generational Age groups


India Banks India Spending Powers
Ability to Spend

Personal Banking

Indian Shoppers
Shopping Orientation & preferences

India Insured India Consumer Lifestyles Indian Affluents India Investing India Hooked Indian HOH
Ability to Spend + Inclination to Spend

Life, Gen Insurance

India Plugged India Drinks

Home Durables

The Uppies & The Rich Alcoholic Drinks

India Holidays
Holidays & Travel

The Financial Investors

India Smokes India Societal Landscape
Language, Community, Caste, Religion Chief Wage Earners of the Households Dominant & Integrated Media Usage (TV, Print, Radio, Internet)


India Grooming

Personal Care

India Health Check
Lifestyle Diseases & Medication Preferences

India Pack Foodies Indian Women
Women Consumers

Processed Food

Master Datasets

Consumer Segment Datasets

Single Datasets
¶Indian Generations· Dataset Rs. 100,000 per Gen Segment
(all relevant individual consumer data at all India level but only for one ¶generation segment·)

¶Indian Generations· Dataset 3 Gen Segments - Rs. 200,000
(all relevant individual consumer data at all India level for 3 ¶generation segments·)

¶Indian Generations· Dataset All 5 Gen Segments - Rs. 250,000
(all relevant individual consumer data at all India level for all the 5 ¶generation segments·)

Combo Datasets
Individual Consumer Master Dataset Rs. 600,000
(All available data on individual consumers) (At all levels ² all India, urban, rural, statewise, town class-wise, village class-wise, urban district-wise for top 25 urban districts)


¶Indian Generations· Dataset All 5 Gen Segments - Rs. 250,000
(all relevant individual consumer data for all the 5 ¶generation segments· at all mentioned geographical levels)

Rs. 700,000

* Key Findings PowerPoint Report for any dataset (only on order) ² Rs. 50,000 per dataset
* 10.3% service tax extra

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


: ¶Indian Generations· Segmentation Dataset 3 days from date of order after 4th 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 districtswise for top 25 urban districts

‡ 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/gettogether, 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 ² 110030

‡ Telephone ‡ Contact Person ‡ Email ‡ Website

: +91-11-29535098, +91-9811256502 : Sanjay Tiwari : :

Thank You!

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