Peeyush Bajpai and Mrutyunjay Mishra discuss with Pankaj Pachouri, the urban consumer spectrum, an Indicus Research Product.

Panelists discuss various aspects of marketing and marketing strategies.

Peeyush Bajpai and Mrutyunjay Mishra discuss with Pankaj Pachouri, the urban consumer spectrum, an Indicus Research Product.

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

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)

Profile of Households

Age distribution (6 classes)

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

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

Expenditure Distribution

Aggregate household expenditures in each of the 5 income categories

Parameters in Premium Plus Version

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

67% of all urban households

69% of all SEC A and B households

75% of urban households earning over Rs 500,000 pa

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