India Consumer Landscape 2010

The annual Offline Syndicated Master Study on Indian Consumers by Juxt

 Study Overview
 Most recent and representative survey-based estimates of Indian
consumers, both at household and individual level
• Based on a very large sample land survey of over 259,000 individuals spread across all mainland
states & UT’s across all the 4 regions of the country in Mar–Apr 2010 (covering 37,000 households in
101 cities and 20,000 households in 1,000+ villages – a total of over 57,000 households)

 Highly comprehensive profiling of Indian consumers – in their

demographics, psychographics and consumption lifestyle
• A deeper profiling of how Indian consumers live in their regular lifestyle, including details about
their location, economic status, psychographic profile, day-to-day lifestyle habits & preferences
and their shopping orientation & preferences

• Key demographic profiling is based on 259,000+ individuals sample (accounting for all individuals
living in the surveyed households). Psychographic and personal consumption lifestyle profiling is
based on 57,000 individuals sample (the individual respondent who answered the survey questions)
 Study Methodology
 A land survey is being conducted to profile and estimate the Indian consumers, both at the level of
‘household’ and ‘individuals’ as consumption entities. The survey covers ‘towns’ and ‘villages’ of
all population strata in all the mainland states and union territories in India (covering all the key,
and 69 of the total 77 regions in India as classified by NSSO)

 Though the selection of towns and villages was ‘purposive’, the sampling within the towns was
done on ‘2-stage random’ basis (firstly a random selection of polling booths, and then a random selection of

households from the electoral list within each of these randomly selected polling booths); within villages sampling

was done on ‘systematic random’ basis (selection of every nth house in the village)

 To make the survey findings representative of the entire Indian population (and not just of the
surveyed households and individuals) appropriate state-wise, urban district/village class and SEC
combination level household ‘representation weights’, as derived from the authentic ‘Govt. of
India’ base-level population statistics (NSSO/Census), were applied to the survey data
 Reports
• The ‘India Consumer Landscape’ study findings are available as query-based
online datasets with data exhibited as tables/graphs/charts

• The study offers two overall level datasets, one profiling ‘Households’ as a
consumption entity (Household Dataset) and the other profiling Individuals
in the household as a consumption entity (Individuals Dataset)

• In addition, there are a series of supplementary datasets, with each dataset

presenting findings at a specific ‘consumer segment’ level or ‘product
category’ level (here the sample base is a ‘subset’ of consumers who belong to a specific ‘demographic /
consumer segment’, or are users of a specific ‘product category’, and the dataset outlines the profile and
consumption preferences of only these subsets of consumers)

Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey
 Juxt India Consumer Landscape Syndicated Study Datasets

Master Datasets Consumer Segment Category

Reports/Datasets Reports/Datasets

Indian Urbanites Urban SECs

Mobil Service &
India Mobile Handsets
Household Dataset
Indian Ruralites Rural SECs

All Household Profile Data India Bytes Personal Computers

Indian Families Family composition & lifecycle stage

India Drives Automobiles

Individuals Dataset
Indian Generations Age groups

All Individual Profile Data India Banks Personal Banking

India Spending Powers Ability to Spend

India Insured Life, Gen Insurance

Indian Shoppers Ability to Spend +
India Consumer Lifestyles Inclination to Spend
Shopping Orientation & preferences
India Plugged Home Durables

Indian Affluents The Uppies & The Rich

India Holidays India Drinks Alcoholic Drinks

Holidays & Travel

India Investing The Financial Investors

India Smokes Cigarettes

India Societal Landscape India Hooked Dominant & Integrated Media Usage
(TV, Print, Radio, Internet)
Language, Community, Caste, Religion India Grooming Personal Care

Indian HOH Chief Wage Earners of the Households

Processed
India Health Check India Pack Foodies Food
Lifestyle Diseases & Medication Preferences
Indian Women Women Consumers
 Pricing*
Master Datasets
Single Datasets

Household Master Dataset Individual Consumer Master Dataset

Rs. 400,000 Rs. 600,000
(All available data at the household level) (All available data on individual consumers)
(At all levels – all India, urban, rural, state-wise, town class-wise, (At all levels – all India, urban, rural, state-wise, town class-wise,
village class-wise, urban district-wise for top 25 urban districts) village class-wise, urban district-wise for top 25 urban districts)

Combo Datasets

Household Master Dataset

+
Individual Consumer Master Dataset
Rs. 750,000

* Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset
* 10.3% service tax extra
 Payment Terms & Delivery
• Payment Terms : 50% advance, 50% after delivery of all datasets/reports

• Delivery Timeline : Household Master Dataset

Anytime on order after 5th August 2010

: Individual Consumer Master Dataset

Anytime on order after 5th August 2010

: PowerPoint Report

1 week per dataset report thereafter from date of order

• Reporting Format : Query access based online dataset

Information Coverage
 Household Dataset
Information Coverage

Size Estimates of Indian households

• Total households, By urban/rural divide, By family size

Geographics
• Region, State, Urban/Rural area, City Type/Village Type

Socio-Economic Profile
• Family size, Family classification by lifecycle stage
• Highest occupation and education level in the household, Neo-SEC Classification
• CWE Occupation, CWE Education, CWE Medium of Education, Conventional SEC classification (CWE occupation-education)
• Religion , Community, Caste, Preferred language of reading

Economic Status of the Household

• Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, Households with
foreign remittances as source of income and country from where such remittances received
• Average per capita household income, Spending power classification
• Ownership status of house living in, Size of the house living in (carpet area)
• Financial asset ownerships (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance,
Accidental Insurance, House Insurance, Mutual Funds, Company Shares/Stocks, Chit Fund Deposits, Crop Insurance)
 Household Dataset
Information Coverage

Household Consumption & Lifestyle Profile

• Household assets– Current ownerships, Planning to buy in next 1 year (House, Land, Bicycle, B/W TV, Air Conditioner,
Microwave, Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video Camera, Video
Games, Food processor, Water purifier, Toaster/Sandwich maker, Power backup, Landline phone, Tractor, Tube
well/Pump, Transistor/Radio)
• Type of household asset and brand owned currently, Type of asset and brand likely to buy in next 1 year (Color TV, TV
Connection, Fridge, Washing Machine, Water purifier , Car, Motorcycle, Scooter, Computer)
• Household classification by current ownership vis-à-vis likely to buy for each of these assets (intending replacement
buyer, intending first time buyer, non-intending current user, non-intending non-user)
•  CWE’s Consumption Lifestyle classification, Level of Socialization, Level of Consumption Impulse, Buying Orientation
• Total monthly household expenditure (MHE) with allocation on main spend heads (Rent, Telephone Bill, Electricity Bill,
Kitchen Fuel, Daily Transport/Conveyance, Loans & other liability payments, Basic Food/Grocery, Basic Toiletries,
Processed Food & Snacks, Cosmetics/Grooming products, Indoor entertainment, Outdoor entertainment, Farm Equipment
maintenance, Cattle Fodder/Feed), MHE as % of MHI
• Annual consumption expenditures on main spend heads (Clothing, Footwear, Watches, Fashion accessories, Gold/Precious
Jewelry, Durables/Appliance purchase, Vehicle maintenance, Holidays, Financial investments, Savings, Farm Equipment
purchase and repair, Seed purchase, Cattle purchase, Fertilizer/Pesticide Purchase, House/Roof repairing)
• Annual allocation to Investments, Investment status classification of the HH
• Loans currently running in the household (both number and type of loans), type of loan likely to take in next 1 year
• Users per household – computer users, internet users, mobile users, saving account holders, credit card holders, life
insurance policy holders, drive automobile, drink alcohol, smokers, suffer from a serious lifestyle disease
 Household Dataset
Information Coverage

Household Level ‘Penetrations’

• Household Durables (House, Land, Car, Scooter, Motorcycle, Color TV, Fridge, Washing machine, Air Conditioner,
Microwave, Computer, Music system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video
Camera, Video Games, Food processor, Water purifier, Toaster/Sandwich maker, Power backup, Landline phone)
•  Financial Instruments (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance,
Accidental Insurance, House Insurance, Mutual Funds, Company Shares/Stocks, Chit Fund Deposits, Bank Loans,
Remittance from abroad)
• Personal Care Products (Face cream, Deodorant, Body lotion/Moisturizer, Lipstick, Hair color, Face wash, Fairness
cream, Shampoo, Conditioner, Hand wash, Hair oil, Hair cream/gel, Toilet Paper)
• Processed Food Products (Packaged vegetables, Noodles, Ketchup/Sauce, Cold drinks, Bottled/Mineral water, Packaged
Fruit Juice, Chocolates, Packaged snacks (chips, namkeen), Cornflakes/Processed cereals, Chyawanprash, Cheese, Milk
additive/ supplement, Eating Fast Food, Home delivery of Food)
•  Lifestyle Products (Jeans, Sports shoe, Readymade shirt, Readymade trouser, Watch, Travel by air, Stays in a 3 star or
above hotel, TV connection)
• Some Products in rural households only (Soap, Toothpaste, Tooth powder, Detergent Powder, Detergent Cake,
Packaged Biscuits, Refined Oil, Butter, Jam, Packaged Pickles, Battery/Cell, Travel by train, Stays in a hotel)

• Expected Change in Household Level ‘Penetrations’ in next 1 year for Household durables and Financial assets
 Individuals Dataset
Information Coverage

Size Estimates of Indian Population

• Total Individuals, By urban/rural divide

Geographics
• Region, State, Urban/Rural area, City Type/Village Type

Personal Demographics
• Gender, Age, Marital Status, Generational classification by age
• Status in the household (CWE or other earning member or dependent member of the household), Occupation, Individual
Income classification (if earning), Education, Medium of Education
• Religion, Community, Caste, Mother Tongue, Preferred language of reading

Household’s Socio-Economic Profile

• Family classification by lifecycle stage, Family size
• Highest occupation and education level in the household, Neo-SEC Classification, CWE Occupation, CWE Education,
Conventional SEC classification
• Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, Average per capita
household income, Spending power classification, Ownership status and size (carper area) of house living in
• Asset owned in the household (House, Land, Car, Motorcycle, Scooter, Bicycle, B/W TV, Color TV, TV Connection, Fridge,
Washing Machine, Air Conditioner, Microwave, Music system, Portable music player, VCD/DVD player, Regular Camera,
Digital Camera, Video Camera, Computer, Video Games, Food processor, Water purifier, Toaster/Sandwich maker, Power
backup, Landline phone, Tractor, Tube well/Pump, Transistor/Radio)
 Individuals Dataset
Information Coverage
• Type of asset owned in the household and brand owned for the following assets (Fridge, Water purifier, Color TV, TV Connection, Washing
Machine, Car, Motorcycle, Scooter, Computer)
• Financial asset ownerships in the household (Saving Bank Account, Fixed Deposit, RBI/Govt. Bonds, Demat Account, Medical Insurance,
Accidental Insurance, House Insurance, Mutual Funds, Company Stocks, Chit Fund Deposits, Crop Insurance)
• Total monthly household expenditure (MHE), MHE as % of MHI, Total annual consumption expenditures
• CWE’s Consumption Lifestyle classification, Level of Socialization, Level of Consumption Impulse, Buying Orientation

Personal Psychographics
• Most important priorities in life currently, Current hobbies and interests, Living celebrity currently identify with the most
• Favorite indoor entertainment activities, Favorite outdoor entertainment activities
• Parameter that defines ‘status in the society’ for them, Desired professional qualification for self/children (as applicable)
• Self perception of own physique (physical fitness and looks)

Personal Consumption Lifestyle Orientation

• Personal Consumption Lifestyle classification
• Level of socialization/social influence (how inclined to interact with others in spending spare time at home, outside, in party/get-together,
in solving a problem, in deciding to buy products/services)
• Level of consumption Impulse (how inclined to keep abreast with lifestyle trends, buy what’s latest & trendy, frequency of replacing things
at home, frequency of shopping, enthusiasm towards shopping, whether to consume or save if income increases, whether to consume or
save if income declines)
• Buying Orientation (Price-quality orientation), Attributes give weight-age to when buying, Factors give weight-age to when deciding place
of buying, whether responded to a marketing/advertising stimulus in the past
 Individuals Dataset
Information Coverage

Personal Consumption Lifestyle

• Vehicle: type of vehicle driven (car, scooter, motorcycle)
• Mobile Phone: whether a mobile user, no. of connections, service provider name, no. of handsets used, handset brand
and model, handset price, type of connection plan, average minutes talked daily, monthly bill, service subscribed to on
the most used connection, features present on the most used handset, whether listens to music on a mobile device
• Computer: whether a computer user, place from where accessing computer, type of computer used at home
• Internet: whether an internet user, place from where accessing internet, frequency of accessing internet, whether uses
internet on mobile phone, whether uses internet using laptop while traveling,
• Banking:  whether has a saving account, how many accounts and with which type of institution (bank/coop bank/post
office), whether owns a credit card, no. of credit cards owned, card types, card brands, card issuing banks,
• Insurance: whether has a life insurance policy and how many
• Holidaying: whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad,
frequency of taking such holidays, favorite destinations, Holidaying classification
• Alcohol: whether drink alcohol, with what frequency, type of alcohol consumed, brand consumed
• Smoking: whether smoke cigarette, with what frequency, no. of sticks smoked daily, type of cigarette smoked, brand
smoked
• Personal Care Products: whether uses and brand used (Face cream, Deodorant, Body lotion/Moisturizer, Lipstick, Hair
color, Face wash, Fairness cream, Shampoo, Conditioner, Hand wash, Hair oil, Hair cream/gel, Toilet Paper)
• Processed Food Products: whether uses and brand used (Packaged vegetables, Noodles, Ketchup/Sauce, Cold drinks,
Bottled/Mineral water, Packaged Fruit Juice, Chocolates, Packaged snacks like chips & namkeen, Cornflakes/Processed
cereals, Chyawanprash, Cheese, Milk additive/ supplement, Eating Fast Food, Home delivery of food)
• Lifestyle Products: whether uses and brand used (Jeans, Sports shoe, Readymade shirt, Readymade trouser, Watch,
Travel by air, Stays in a 3 star or above hotel)
 Individuals Dataset
Information Coverage

• Some Products in rural households only (Soap, Toothpaste, Tooth powder, Detergent Powder, Detergent Cake,
Packaged Biscuits, Refined Oil, Butter, Jam, Packaged Pickles, Battery/Cell, Travel by train, Stays in a hotel)

Health Profile
• Whether suffers from any serious lifestyle disease and which one (Low Blood Pressure, High Blood Pressure, Diabetes,
Thyroid Problem, Arthritis, Chronic Bronchitis/Asthma, Spondylitis, Obesity, Piles), Preference for type
treatment/medication for the serious lifestyle disease suffer from
• Preference for type treatment/medication and brands used for some casual lifestyle diseases when they occur (Cough &
Cold, Head ache, Muscular pain, Indigestion, Acidity, Acne/Pimples, Fever, Allergy, General weakness, Toothache)
• Whether drink alcohol and with what frequency, Whether smoke cigarette and with what frequency

Media Usage
• Whether use TV, Radio, Newspaper and Internet, with frequency of usage on weekdays and weekends
• Type of TV content watched and the 3 most watched TV channels for each type (Entertainment/Serials/Reality Shows,
News, Movies, Music, Business News & Info, Spiritual/Devotional, Sports, Cartoon)
• Type of newspaper/magazine read and the 3 most read brands for each type (Regular Newspaper, Business Newspaper,
Regular Magazine, Business Magazine)
• 3 most listened to radio channels
• Dominant media used classification
• Integrated media usage scenario/combinations
 Individuals Dataset
Information Coverage

Individual Level ‘Penetrations’

• Generic Demographics (Graduates, English medium educated, Married, Employed)
• Digital Lifestyle (Mobile users, Computer users, Internet users, Accessing internet on mobile, Accessing internet on
laptop while traveling )
• Automobile (Drive a vehicle – Car, Scooter, Motorcycle, Commercial vehicle, Bicycle)
• Financial Instruments (Saving Bank Account, Credit Card)
• Healthcare (Suffer from a serious lifestyle disease - Low Blood Pressure, High Blood Pressure, Diabetes, Thyroid Problem,
Arthritis, Chronic Bronchitis/Asthma, Spondylitis, Obesity, Piles)
 Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone : +91-11-29535098, +91-11-32451093, +91-9811256502

• Contact Person : Sanjay Tiwari

• Email : sanjay@juxtconsult.com

• Website : www.juxtconsult.com
Thank You!