juxt india plugged 2010 study
DESCRIPTION
India Plugged gives a deeper profiling of how Indian households differ in their home durable ownership patterns, including the ‘quality’ of ownership of some key durables. Details about their location, economic status, household and financial assets ownerships, monthly and annual household expenditure on main spend heads, holiday preferences, media usage and household consumption and brand preferencesTRANSCRIPT
India Plugged 2010Demographic & Consumption Lifestyle profiling of Indian Households by Home Durable
Ownerships
Highlights!
• Households segmented and profiled on both the ‘number’ of home durables
owned as well as the ‘quality’ of home durables owned
• 15 mainline home durable ownerships mapped, with ‘quality’ of durable
captured for 6 of them (TV, Fridge, Washing Machine, Camera, Computer,
Water Purifier)
• Segmentation and profiling based on one of the largest single survey in
the country - covering over 57,000 households across all the mainland
states and UT’s, using ‘2-stage random sampling’ methodology
• Detailed consumption lifestyle profiling of these households
Most ‘recent’ and ‘representative’ survey-based estimates of
home durable ownerships in urban and rural India
Estimates based on a very large land survey of over 57,000 households spread across all mainland states
& union territories of the country. Survey conducted in Apr–May 2010 covering 37,000 households in 101
cities and 20,000 households in 1,000+ villages
A highly ‘comprehensive’ profiling of Indian households – in
their demographics, economic status and consumption
lifestyles
A deeper profiling of how Indian households differ in their home durable ownership patterns, including the
‘quality’ of ownership of some key durables. Details about their location, economic status, household and
financial assets ownerships, monthly and annual household expenditure on main spend heads, holiday
preferences, media usage and household consumption and brand preferences
Study Overview
Study Methodology A large-scale land survey was conducted to estimate and profile Indian families, their
home durable ownerships and 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
Household Segmentation by Home Durable Ownerships
(by ‘number’ of home durables owned)
Primitive No home durable owned
Simplistic Own up to 3 home durables
Standard Own 4 – 6 home durables
Modern Own 7 - 9 home durables
Avant- Garde Own 10 or more home
durables
Segmentation 1 (by ‘quality’ of home durables owned)
Segmentation 2
Home Durables List – TV, Fridge, Washing machine,
Microwave, Air conditioner, Camera, VCD/DVD player, Music
system, Ipod/ MP3 player/walkman, PC/laptop, Video game/play
station, Video camera/camcorder, Food processor/mixer-
grinder/juicer/hand blender, Toaster/sandwich maker, Water
purifier
Basic HDOB/W TV or Regular/Flat Color TV <21’,
Single Door Fridge, No Washing Machine
or SA Washing Machine, Any other durable
(optional)
Functional HDO
Regular Flat TV 21’ or >21’, Single Door
Fridge or Double Door Fridge < 300L, No
Washing Machine or SA Washing Machine,
Any other durable (optional)
Upscale HDO
Regular Flat TV >21’ or LCD TV, Single
Door Fridge or Double Door Fridge <>
300L, No Washing Machine or Automatic
Washing Machine, Microwave or
Computer (PC/Laptop), Any other durable
(optional)
Hi-Tech HDOLCD/Plasma/LED TV, Single Door Fridge or
Double Door Fridge <> 300L, Automatic
Washing Machine, Laptop or Microwave,
Any other durable (optional)
Other HDO Households that do not fit into the above
segments
• The findings of the ‘India Plugged 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’
‘India Plugged 2010’ is one of the ‘category’ 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
category 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
India AffluentsThe 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
Pricing*
* 10.3% service tax extra
Household Master Dataset
Rs. 400,000(Data for all home durables individually)
(All available data at the household level)
(At all geographic 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 Supplementary Datasets
Combo Datasets
Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey
‘India Plugged’ Dataset 1 -
Segmentation by ‘number’ of home
durables owned
Rs. 150,000(all household data but segmented only by ‘no.’ of home durables
owned)
‘India Plugged’ Dataset 2 - Segmentation
by ‘quality’ of home durables owned
Rs. 150,000(all household data but segmented only by ‘quality’ of home durables
owned)
‘India Plugged’ Dataset 1
+‘India Plugged’ Dataset
2
Rs. 240,000
+ Rs. 500,000
• Payment Terms : 50% advance, 50% after delivery of all datasets/reports
• Delivery Timeline : ‘India Plugged’ Datasets 1 or 2
3 days from date of order after 30th August 2010 (1 week if
both datasets)
: Household Master Dataset
Anytime on order after 30th August
2010
: PowerPoint Report
1 week per dataset report each from
date of order after 30th August 2010
• Reporting Format : Query access based online dataset
Payment Terms & Delivery
India Plugged 2010(Information Coverage)
Size Estimates of Home Durables(All India, Urban/Rural, Zone-wise, State-wise, City-type wise, Village-type wise, For top 25 urban districts)
• Size estimates of households owning individual home durables, penetration levels of individual home durables , expected change in penetration
levels of these home durables in next 1 year
• Size estimate of household segments by ‘number’ of home durables owned
• Size estimate of household segments by ‘quality’ of home durables owned
Home Durable Ownership Details• For each home durable, the ‘numbers’ owned by households and planning to buy in next 1 year (B/W TV, Color TV, 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)
• Type of durables owned, numbers owned and brands owned for the following home durables (Color TV, Fridge, Washing Machine, Camera, Computer,
Water Purifier)
• Home durables planning to buy in next 1 year (B/W TV, Color TV, 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)
• Type of durable and brand likely to buy in next 1 year for the following home durables (Color TV, Fridge, Washing Machine, Camera, Computer, Water
Purifier), Expected change in brand ownerships in next 1 year for each of these durables class
• 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)
India Plugged 2010(Information Coverage)
Geographics of Home Durable Owning Households• Region, State, Urban/Rural area, City Type/Village Type, Top 25 individual urban districts
Household’s Socio-Economic Profile• 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 (carpet area) of house living in
• Total monthly household expenditure (MHE), MHE as % of MHI, Total annual consumption expenditures
• Other household assets owned in the household (House, Land, Car, Motorcycle, Scooter, Bicycle, TV Connection, Mobile
phone, Landline phone, TV Connection type), Additional assets in rural areas (Tractor, Tube well/Pump, Transistor/Radio)
• 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)
• Loans currently running in the household (both number and type of loans), type of loan likely to take in next 1 year
• Family size, Family classification by lifecycle stage
• Religion , Community, Caste, Preferred language of reading
• 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)
• CWE’s Consumption Lifestyle classification, Level of Socialization, Level of Consumption Impulse, Buying Orientation
• Users per household – computer users, internet users, mobile users, saving account holders, credit card holders, drive
automobile, drink alcohol, smokers, suffer from a serious lifestyle disease
Household’s Consumption Lifestyle• Usage of some 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)
• Usage of some 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)
• Usage of some 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)
• Holidaying - whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad,
frequency of taking such holidays, favorite destinations
Media Usage (of only the respondent answering for the household and not of all members of
the household)
• 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
India Plugged 2010(Information Coverage)
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!