The India Consumer Generations gives 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

1. Indian Generations 2010
Understanding Indian Consumers as ‘Generation’ Groups – Gen Next, Gen Now,…..

2. Highlights!
• First study in India to segment, size up and profile Indian consumers as ‘generation
groups’ and study the phenomenon of ‘generation gaps’ in consumption lifestyles
• Separates the ‘consumption reality’ from ‘marketing fiction’ surrounding India as a
country of ‘young consumers’ - highlights the real ‘spending power’ and ‘consumption
lifestyles’ of various Indian generations
• The size estimates and profiling of the consumers in 5 generational groups in the study
is based on one of the largest single surveys in the country (covering over 259,000 individuals
living in 57,000 households across all regions and states, using ‘2-stage random sampling’ methodology)

3.  At certain distinct age milestones all of us naturally ‘grow out of’ and ‘move in’ to a
progressively older generation – 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 – 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
It’s all about ‘who has how much money’ honey….
Why look at ‘Generation’ Groups?

4. The Indian Consumer Generations
* Note – 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
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’
25 – 39 Years
(Prime Adulthood)
40 – 54 Years
(Middle Age)
13 – 24 Years
(Teenager, Young Adult)
Up to 12 Years
(Child)
55 Years & Above
(Elderly)
A
G
E
P
R
O
G
R
E
S
S
I
O
N
Gen Futr
Gen Nxt
Gen Yest
Gen Vintg
Gen Now
I
N
D
E
P
E
N
D
E
N
C
E
P
R
O
G
R
E
S
S
I
O
N
India 2010
India 2030
India 1985
India 2000
India 2020

5. • 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 Apr–May 2010 among 37,000 households in 101 cities and 20,000 households
in 1,000+ villages – a total of over 57,000 households
• Comprehensive profiling of ‘generational’ age groups as consumers in
India – 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 Overview

6. 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

7. • 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’)
Reporting
Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey

8. Indian Shoppers
Shopping Orientation & preferences
Juxt India Consumer Landscape Syndicated Study Datasets
Product Category
Datasets
India Mobile Mobil Service &
Handsets
India Bytes Personal Computers
India Drives Automobiles
India Banks Personal Banking
India Insured Life, Gen Insurance
India Plugged Home Durables
India Drinks Alcoholic Drinks
India Smokes Cigarettes
India Grooming Personal Care
India Pack Foodies
Processed
Food
Individual Consumer Master
Dataset
Master Datasets
All Household Profile Data
Household Master Dataset
All Individual Profile Data
Language, Community, Caste, Religion
India Societal Landscape
Lifestyle Diseases & Medication Preferences
India Health Check
India Hooked
Indian Urbanites Urban SECs
Indian Ruralites Rural SECs
Indian Families Family composition & lifecycle stage
Indian Generations Generational Age groups
India Spending Powers Ability to Spend
India Consumer Lifestyles Ability to Spend +
Inclination to Spend
Indian Affluents The Uppies & The Rich
Indian HOH Chief Wage Earners of the Households
Indian Women Women Consumers
India Investing The Financial Investors
Dominant & Integrated Media Usage
(TV, Print, Radio, Internet)
Holidays & Travel
India Holidays
Consumer Segment
Datasets

9. Master Datasets Consumer Segment Datasets
Pricing*
* 10.3% service tax extra
‘Indian Generations’ Segmentation Dataset
Rs. 100,000 per Generation Segment
(all relevant individual consumer data but only for one ‘generation segment’)
Individual Consumer Master
Dataset
Rs. 600,000
(All available data on individual consumers)
(At all levels – all India, urban, rural, state-
wise, town class-wise, village class-wise, urban
district-wise for top 25 urban districts)
* Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset
Single Datasets
Combo Datasets
‘Indian Generations’ Segmentation Dataset
3 Generation Segments - Rs. 200,000
(all relevant individual consumer data for the 3 ‘generation segments’)
‘Indian Generations’ Segmentation Dataset
All 5 Generation Segments - Rs. 250,000
(all relevant individual consumer data for all the 5 ‘generation segments’)

10. • Payment Terms : 50% advance, 50% after delivery of all datasets/reports
• Delivery Timeline : ‘Indian Generations’ Segmentation Dataset
3 days from date of order after 5th
August 2010
: Individual Consumer Master Dataset
Anytime on order after 5th
August 2010
: PowerPoint Report
1 week per dataset report thereafter from date of order
• Reporting Format : Query access based online dataset
Payment Terms & Delivery

11. Size estimates of Generational groups
• Total individuals by generational age groups, By urban/rural divide, state-wise, town class-wise, village class-wise, urban districts-wise
for top 25 urban districts
Geographics
• 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)

12. 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/get-
together, 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)

13. 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)

14. • 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
Indian Generations Dataset
(Information Coverage)

15. Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030
• Telephone : +91-11-29535098, +91-9811256502
• Contact Person : Sanjay Tiwari
• Email : sanjay@juxtconsult.com
• Website : www.juxtconsult.com

16. Thank You!