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

1. Urban Consumer Spectrum of India All India, Each State, Top 135 Districts

2. Targeting The Relevant Consumer Targeting The Relevant Consumer Targeting The Relevant Consumer Targeting The Relevant Consumer Targeting The Relevant Consumer

3. 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, advertising and communication strategies. The two key dimensions are life stages of chief wage earners of households and their education and skill levels (SEC). The first defines their needs and the second defines their earning abilities.

4. 1. Segmentation by Socio Economic Classification of Households SEC E SEC D SEC C SEC B SEC A 5 segments in every district

5. 2. SEC and Life Stage 15 Segments based on 3 broad Life stages of Chief Wage Earner of Households and 5 SEC classes SEC E SEC D SEC C SEC B SEC A Younger Years Middle Years Mature Years Six classifications in the upper segments of SEC A and B for finer profiling

6. 3. Indicus Segments 33 Segments derived by Indicus based on Life stage of Chief Wage Earner of Households and SEC 24 classifications in the upper segments of SEC A and B for very fine profiling

7. Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Age distribution (6 classes) Marital status (3 classes) Education (6 classes) Industry in which employed (22 industries) Type of employment (3 types)

8. Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution 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)

9. 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 million, > 1.5 million

10. Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Aggregate household expenditures in each of the 5 income categories

11. Coverage Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution 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) 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 Aggregate household expenditures in each of the 5 income categories Age distribution (6 classes) Marital status (3 classes) Education (6 classes) Industry in which employed (22 industries) Type of employment (3 types) Nearly a hundred parameters for each segment in every district

12. Parameters in Premium Version only Profile of Chief Wage Earner (CWE) Profile of Households Income Distribution Expenditure Distribution Aggregate household expenditures in each of the 5 income categories Identifies income classes and expenditure pattern within each segment separately 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

16. Insights from Product Distribution of SEC by Income across cities

17. Insights from Product Group GI from 33 Indicus Segments

18. Insights from Product Household distribution in Income class INR 0.5 to 1 million E6 19.7% E7 15.8% D2 10.3% G4 10.0% C5 6.4% E5 5.5% C6 5.1% C4 3.2% A5 3.1% B3 2.8% A4 2.7% F3 2.5% A3 2.3% Other 20 Segments 10.7% Household distribution in Income class INR > 1.5 million C4 3.1% E5 3.3% B2 3.6% A3 4.7% B3 5.3% A5 5.4% G4 5.7% C5 6.3% A4 7.5% D2 8.4% C6 8.9% E6 11.5% E7 15.7% Other 20 Segments 10.6%

19. 135 Districts West (32) North (35)

20. 135 Districts East (30) South (38)

21. For query or placing orders please contact Indicus Analytics Pvt. Ltd. 2 nd Floor, Nehru House, 4 Bahadur Shah Zafar Marg New Delhi- 110002. Phone: 91-11-42512400/01 E-mail: products@indicus.net www.indicus.net