Juxt indian families by lifecycle stage segmentation study 2010

Great Indian Families Study 2010

Segmenting and understanding Indian Families by their ‘Lifecycle Stage’

Highlights!

• The first study in India to introduce a ‘family composition’ and ‘family

lifecycle stage’ based segmentation and profiling of Indian families

• A segmentation that takes into account the evolving ‘status’ and

‘needs’ of a family with the changing age and status of its members

• Size estimation and profiling of Indian families into 7 such ‘lifecycle stage’

family types based on one of the largest single surveys in the country (covering over 250,000 individuals living in 57,000 families across all regions and states, using ‘2-

stage random sampling’ methodology)

Family Chief Wage Earner

• Consumers live their lives as ‘families’ and not households. And family consumptions get

driven by ‘all the people’ living in them and not just by the ‘chief wage earner’ of the house. Therefore,

how a family consumes gets defined as much by the ‘family composition’ as by its ‘ability to spend’

• There is no ‘stereotypical’ or ‘average’ Indian family as a consumption entity out there

in reality. A ‘single independent’ person consumes very differently from a ‘married couple without any

child’, who in turn consumes very differently from a family that has a ‘small kid’ in the house, who in

turn consumes very differently from a family that has grown up child in the house

• Families split or expand in a ‘natural’ cycle, moving in a dynamic ‘lifecycle’ progression. A

family’s ‘status’ and ‘needs’ change and evolve with the changing age and status of its members. This

makes the consumption patterns of families dependent on the ‘lifecycle stage’ it is in, apart from the

size and composition of the family

Families need to be understood by their ‘member

composition’ and ‘lifecycle stage’ to target them

appropriately

The Natural Family Lifecycle StageProgression Model & Segmentation

3-generation joint family

Married couples with the eldest child below 12 years

Married couple with the youngest child above 12

years

Young married couples without any children

Single independents

Middle age or elderly married couples living alone

Div

orc

ee, W

idow

AGE

PROGRESSION

2-generation nuclear family

Family expandsFamily splits

Sin

gle

pare

nt

Marriage

Child birth

Child grows

Child marries and

has child

Unmarried child moves

out

Married child moves out

Parents die

Child moves out

Spouse die

Spousedie/divorce

Spousedie/divorce

Spouse die/divorce

Child marries and moves

out

Child moves out

Free Birds

Nest Builders

Dynasties

Vintage Wines

Baby Sitters

Maturing Mentors

Lone Diggers

* Note – The model is indicative of the main natural transition points between family types. It is not meant to be an exhaustive depiction of all possible transition points

The family segments in the ‘natural family lifecycle stages’ model are derived from the member composition of the family, and defined by a

combination of the age and marital status of all members present in the family (and sharing the same kitchen) and not just by the age and marital

status of the chief wage earner

Study Overview

Most recent and representative survey-based estimates of

the ‘Indian families’ by the lifecycle stage they are in

Estimate based on a very large land survey of over 259,000 individuals spread across all the

mainland states and union territories of the country. Survey conducted in Apr–May 2010 among

37,000 families in 101 cities and 20,000 households in 1,000+ villages – a total of over 57,000

households

Most comprehensive profiling of Indian families – in their

demographics, economic status and consumption lifestyles

A deeper profiling of how Indian families in different lifecycle stages are distinct from each other,

including details about their location, economic status, household and financial assets ownerships,

monthly and annual household expenditure on main spend heads, holiday and entertainment

preferences, media usage and household consumption and brand preferences

Study Methodology

A large-scale land survey was conducted to estimate and profile Indian families and

their consumption lifestyle. The survey covered ‘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

• The findings of the ‘Indian Families 2010’ study are available as query-

based online datasets with data presented as tables/graphs/charts

• They can be bought as an ‘independent supplementary dataset’ or as

part of the larger ‘household master dataset’

‘Indian Families 2010’ is one of the ‘consumer segmentation’ study from Juxt and is part and parcel of its larger

mega offline syndication offering called ‘India Consumer Landscape’. India Consumer Landscape incorporates many

such segmentation studies which are called supplementary studies or datasets

Each of the supplementary study or dataset presents findings at a specific ‘consumer segmentation’ level or a

specific ‘product category’ level (see next slide for a detailed view of all master and supplementary datasets on

offer under the umbrella of ‘India Consumer landscape’)

Reporting

Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey

Indian ShoppersShopping Orientation & preferences

Juxt India Consumer Landscape Syndicated Study Datasets

Product Category Datasets

India MobileMobil Service &Handsets

India BytesPersonal Computers

India Drives Automobiles

India BanksPersonal Banking

India InsuredLife, Gen Insurance

India PluggedHome Durables

India DrinksAlcoholic Drinks

India SmokesCigarettes

India GroomingPersonal Care

India Pack FoodiesProcessedFood

Individual Consumer Master Dataset

Master Datasets

All Household Profile Data

Household Master Dataset

All Individual Profile Data

Language, Community, Caste, Religion

India Societal Landscape

Lifestyle Diseases & Medication Preferences

India Health Check

India Hooked

Indian UrbanitesUrban SECs

Indian RuralitesRural SECs

Indian FamiliesFamily composition & lifecycle stage

Indian GenerationsGenerational Age groups

India Spending PowersAbility to Spend

India Consumer LifestylesAbility to Spend +Inclination to Spend

Indian Affluents The Uppies & The Rich

Indian HOHChief Wage Earners of the Households

Indian WomenWomen Consumers

India InvestingThe Financial Investors

Dominant & Integrated Media Usage(TV, Print, Radio, Internet)

Holidays & Travel

India Holidays

Consumer SegmentDatasets

Master Datasets Consumer Segment Datasets

Pricing*

* 10.3% service tax extra

‘Indian Families’ Segmentation Dataset

Rs. 60,000 per Family Segment(all relevant household data but only for one ‘family segment’)

Household Master Dataset

Rs. 400,000(All available data at the household level)

(At all levels – all India, urban, rural, state-

wise, town class-wise, village class-wise,

urban district-wise for top 25 urban

districts)

* Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset

Single Datasets

Combo Datasets


4 Family Segments - Rs. 160,000(all relevant household data for the 3 ‘family segments’)


All 7 Family Segments - Rs. 200,000(all relevant household data for all the 7 ‘family segments’)

Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey

• Payment Terms : 50% advance, 50% after delivery of all datasets/reports

• Delivery Timeline : ‘Indian Families’ Segmentation Dataset

3 days from date of order after 5th August 2010

: Household 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

Payment Terms & Delivery

Indian Families Dataset(Information Coverage)

Size Estimates of Indian Families• Sizes of ‘family segments’ by lifestyle stage in India, Total Individuals living in such families

Geographics• Region, State, Urban/Rural area, City Type/Village Type, Top 25 individual urban districts

Socio-Economic Profile• Family size

• 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• 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)


Family 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)

• 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

• Personal Care products 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 and brand used (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 and brand used (Jeans, Sports shoe, Readymade shirt & trouser, Watch, Air Travel, 3Star+ hotel)

• 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)

• Holidaying - whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad,

frequency of taking such holidays, favorite destinations

Personal details of the CWE and other members of the family (only

demographic profiling on ‘all members’ of the household, rest of the profiling only on the ‘respondent’ answering for the household)

• Demographics - Gender, Age, Marital Status, Preferred language of reading, Education, Occupation

• Psychographics - Favorite indoor entertainment activities, Favorite outdoor entertainment activities

• Health Profile - Whether any family member suffers from any serious lifestyle disease (Low Blood Pressure, High Blood

Pressure, Diabetes, Thyroid Problem, Arthritis, Chronic Bronchitis/Asthma, Spondylitis, Obesity, Piles)

• Media Usage - Usage of TV, Radio, Newspaper and Internet, with frequency of usage on weekdays and weekends

Type of TV content watched and the 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 most read brands for each type (Regular Newspaper, Business Newspaper, Regular Magazine, Business

Magazine)

• Most listened to radio channels

Contact Details

• Address : 3, Kehar Singh Estate, 1st Floor, Westend

Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

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

• Contact Person : Sanjay Tiwari

• Email : [email protected]

• Website : www.juxtconsult.com

Thank You!