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. The two key dimensions are 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 Grouping Mechanism Reflects differences in Lifestyles Preferences Needs Characteristics Social Household Individual Psychographic Workable solution requires Not too many segments, Not too few either. A systematic method - Not merely conceptual, Strong Empirical underpinnings, based on Propensities to Spend, Save, Earn 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 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, Widowed, 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, others. Household profiles Gender distribution for 4 age categories - 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 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 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

1. Indian Consumer Spectrum Indicus Analytics

2. Segmentation of Urban Indian Households Targeting the relevant consumer

3. Purpose 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. The two key dimensions are lifestyle stages of chief wage earners of households and their skill levels. The first defines their needs and the second defines their earning abilities.

6. Methodology

9. The Segment Grid

11. The Derived Segments

13. In the following sections we provide snapshots of a typical household in each of the 33 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.

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