We have defined 33 Consumer Segments, which together represent the entire urban spectrum of India. 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. Reflects differences in Lifestyles, Preferences, Needs and Characteristics (Social, Household, Individual and Psychographics).

One of the more affluent household segments in terms of median household incomes is the segment B2. This segment accounts for 0.41% of the Indian Households.These families consist of married couples living with their young children. 70% of the chief wage earners of these households are graduates and all of them are married. The median age of the chief wage earner is 37 years.98% of them are salaried employees and manufacturing sector is where they work (29%).
54% of the spouses in these families are graduates, but 78% are home makers.In 74% of these families only one person is employed. In about 90% of these families there is at least 1 child and in 85% of the cases there are no senior citizens.
The median household income is Rs 666,000. 86% of them live in apartments, 26% own their house and 42% own a car

Indian Consumer Spectrum

This product has been designed to help marketers understand the essence of 33 Consumer Segments. 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 Indicus Urban Consumer Groups have been created using methods similar to methods used internationally, but India focused accounting for the differences both in terms of the characteristics of the Indian consumers and the availability of large scale household level raw data sets.
For each Segment, the following parameters have been presented: Demographic (Total Population, Household population, Household Size, Age of all the individual, Gender Ratio), Socio Economic (Education, Occupation, Industry), Assets (House Ownership, Four Wheeler Ownership, Financial Assets, Household Assets), Expenditure (Basic Food, High value food, Medical, Education, Durable goods, Clothing and Footwear), Each segment is represented by an alpha numeric code – A1, A2, A3, A4, A5, B1, B2, etc.

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Tags: assets, Consumer markets, consumer profile, expenditure, income, Market, segments

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