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

1. Indian Consumer Spectrum Indicus Analytics

2. The Segment Analysis Grid Changing Requirements Residuals Graduate/PG Businessman Graduate/Executives Managers Graduate/PG Professional Graduate /PG Skilled Worker School Educated Businessman School Educated Skilled worker Primary educated skilled worker Unskilled Worker Retired (singles/couples living alone) Married with married child Married with grown up children in nuclear family Married with grown up children in joint family Married with young children in nuclear family Married with Young children in joint family Married w/o child in nuclear family Single Alone Married w/o child in joint family Single with family Household Head/ Chief-Wage Earner Increasing Abilities Changing Requirements

3. Derived Consumer Segments

4. SEC Profile- Overlaid on the consumer segment grid

7. Segments Alpha numeric codes A1 A2 A3 A4 A5 B1 B2 B3 C1 C2 C3 C4 C5 C6 D1 D2 E1 E2 E3 E4 E5 E6 E7 E8 F1 F2 F3 G1 G2 G3 G4 G5 H1 Alpha code denotes skill and earnings potential of the chief wage earners, A denotes the highest level and H the lowest Numeric code denotes the life stage of the chief wage earners and his/ her needs, 1 is the entry level usually singles

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