Indian Families as Consumers - JuxtConsult 2009 Snapshot
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Transcript of Indian Families as Consumers - JuxtConsult 2009 Snapshot
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Great Indian Families 2009
Understanding the Indian Families as Consumption Units
A JuxtConsult Indicus Analytics Joint Study
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Topline Findings
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There are approx. 226 million families in India* (72 mn urban, 154 mn rural)
The average family size varies from 1 to 6.9 depending on the family composition
25 mn Indian families (11% of all families) have more than 1 earning member
28 mn Indians (2.5%) prefer to read in English, marginally more than Malayalam.
50% of Indians preferring to read in English live in rural areas
Average monthly family income in India is Rs.5,930 (per capita is Rs.1,350)
70% of all Indian families earn average to below-average incomes
The Marco Picture
* accounting for approx. 1,112 million individuals (343 million urban and 769 million rural)
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At 30%, highest proportion of families belong to SEC R4
19.5 million families (27% of urban, or 9% of all Indian families) belong to SEC A and B
Chief wage earners of 87% of SEC A and 36% of SEC B families are graduates
No SEC C and R1 chief wage earners are graduates. But 15% SEC C families and 22%
SEC R1 families have a graduate member within the household
Clearly then, defining the socio-economic status (SEC) of a household using education
level of the chief wage earner is losing its meaning and can often mislead
The Socio-Economic Landscape
Time to look beyond the urban-rural divide, and the chief wage earner drivenSEC definitions to understand families as consumption units!
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The Real Socio-Economic Ladder by Incomes
SEC R4
SEC R3
SEC E
SEC D
SEC R2
SEC C
SEC R1
SEC B
SEC A
1 (Rs.830)
1.1 times of R4
1.2
1.4
1.6
1.8
2.3
3.0
5.3
Monthly Per Capita Family Income Ratios
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The New Indian Consumer Pyramid
* Total 226 million families (1,112 million individuals)
SEC A
SEC B
SEC R1
51 million families
SEC C
SEC R2
44 million families
SEC DSEC E
SEC R3
SEC R4
131 million families
Tier 1The Consuming Class
Tier 2The Aspiring Class
Tier 3The Underprivileged
(260 million individuals)
(217 million individuals)
(634 million individuals)
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Looking at Families by Lifecycle Stage
51% Indians are married. But only 1 in 5 Indian family (21%) is a 3-generation joint
family, or Dynasties
An equal proportion of Indian families (21%) are Baby Sitters - with the eldest
child below 12 years in age
The majority 45% of Indian families are Maturing Mentors, or families with the
youngest child above 12 years in age
Young married couples without any children, the Nest Builders, account for only
7% of all Indian families
The single independents, or Free Birds, account for only 1.3% of all Indian families
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Dynasties have the highest average monthly family incomes (Rs. 6,530). But they
have the lowest average per capita monthly incomes (Rs.975)
Free birds show the second highest average monthly family incomes (Rs.6,385),
and the highest average per capita monthly incomes (Rs.6,385)*
Rented accommodation is highest among Free Birds (at 35%). Dynasties show the
highest incidence of inherited property (at 74%)
Automobile ownership (both cars and 2-wheelers) is highest among Dynasties
Preference for reading in English is relatively highest among Free Birds (6%) and
lowest among Dynasties (0.5%)
Glimpse of their Socio-Economic Status.
* Note Sample of Free Bird segment relatively low for high statistical accuracy of its segment level findings
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How a Family Rupee is being Spent!
Household Consumption Head Distribution of Spends (%)
Families Who Spend on Them* All Families**
Basic food and clothing 55% 55%
Rent and utilities 12% 5%
Transport and conveyance 12% 11%
Loan and other regular liabilities 11% 3%
Leisure and entertainment 11% 9%
Saving and investment 15% 11%
Other unclassified spends 13% 6%
* Taken on valid households base, so doesnt add up to 100%. ** Taken on all households base, so adds up to 100%.
Note - Not all families spend money on all heads
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Physical Asset Ownerships!Household Asset % Families Owning
(Urban)
% Families Owning(All India)
Home 65% 86%
Any TV 91% 86%
Color TV 79% 63%
C&S Connection 69% 56%
Any Phone 66% 50%Mobile Phone 64% 48%
Any Automobile 42% 32%
Car 3.5% 2%
2-wheeler 41% 31%
Fridge 35% 22%
Washing Machine 14% 7%
Computer/Laptop 10% 4.5%
Air Conditioner 2% 0.8%
Home + Automobile = 27% urban and 25% all India
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Types of Assets!Cars
% Families
Owning
Small Car (14 lakhs) 1%
* All India Figures. May add up to more than 100% because of multiple ownerships
Bikes% Families
Owning
100cc or less 48%
125cc 39%
150cc 11%
180cc or above 3%
TV% Families
Owning
Regular Flat 21 inch or less 88%
Regular Flat > 21 inch 11.5%
LCD & Other Premium 0.5%
Washing Machine% Families
Owning
Semi-automatic 78%
Automatic 22%
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Types of Assets!Mobile Phone Features
% Families
Owning
Color Screen 82%
Games 78%
FM Radio 49%
Any Camera 16%
MP3 Player 12%
Bluetooth 10%
Video recording 9%
GPRS 7%
Extended memory 4%
Touch Screen 4%
Wi-fi 1%
Mobile Connection% Families
Owning
Pre-paid 95%
Post-paid 5%
GSM 75%
CDMA 11%
Cant Say 14%
Fridge% Families
Owning
Single door 89%
Double door 11%
* All India Figures. May add up to more than 100% because of multiple ownerships
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Types of Assets!
* All India Figures. May add up to more than 100% because of multiple ownerships
Size of House% Families
Owning
Less than 250 sq.ft. 21%
250 500 sq.ft. 36%
500 1,000 sq.ft. 27%
1,000 1,500 sq.ft. 9%
1,500 sq.ft. and above 7%
Credit Card% Families
Owning
Co-branded 20%
Silver 53%
Gold 27%
Platinum/Titanium 5%
Mobile Services Used% Families
Owning
Roaming National 64%
ISD Calling 6%
MMS 4%
GPRS 4%
GPS 1%
Roaming International 0.3%
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35% urban families live in a rented house. Only 5% rural families do so
38% of SEC A families live in 1,000 sq.ft. plus house
Only 2.5% urban families have a home loan running currently
54% small car ownership and 57% motorcycle ownership is in rural India
24% SEC A families have a car, only 6% SEC R1 households own a car. But in absolute numbers, while SEC A
own 1.58 mn cars SEC R1 own 1.66 mn cars
3 out of 4 car owners also own a 2-wheeler. Only 5% of 2-wheeler owners also own a car
The average monthly family income of a small car owning family is 2.1 times higher than a motorcycle owning
family; that of a premium car owning family is 3.8 times higher than a motorcycle owning family
Maturing Mentors have the highest proportionate ownership of mid size cars (at 33%), Vintage Wines of small
cars (at 88%)
Glimpse of Segment Level Findings.
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Top 5 Biggest Communities in
India
Top 5 Urban Communities % of UrbanFamilies
Top 5 Rural Communities % of RuralFamilies
Gujarati 16% Telugu 9%
Awadhi UP 12% Marathi 8%
Telugu 12% Tamil 8%
Kannada 11% Non-Awadhi UP 6%
Marathi 7% Punjabi 6%
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Highest per capita monthly income is among Kannads (Rs.2,190) and lowest among the Bihari Hindis (Rs.730)
Marwari community shows the highest proportionate spend on loans and liabilities (at 15.4%). Telugu
community shows the highest proportionate spend on savings and investment (at 20.7%)
Gujaratis and Marwaris show the highest ownership of any automobile (at 43% and 39%). Assamese show the
highest penetration of cars at 7%
Tamils and Kannads have the highest penetration of color TV (at 89%)
Punjabis have the highest penetration of fridge at 56%
Telugus have the highest penetration of air conditioners at 4%
Kannads and Gujaratis have the highest penetration of mobile phones at 68% and 66%
A Glimpse of Segment Level Findings.
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Media Usage StatusMedia Families Using
At Home
In millions (All India)
Individuals Using
At Home
In millions (All India)
% Spending More
than 1 Hour Daily
Weekday (All India)
Television 187 613 43%
Newspaper 104 361 10%
Radio 85 274 27%
Internet 8 20 32%
Vintage Wines are the relatively heaviest watchers of TV. So are Marathis, Telugus and Tamils among communities
Nest Builders are the relatively heaviest listeners of radio. Among communities, Telugus, Delhi Hindis and Gujaratis stand out
Oriya and MP Hindi communities are significantly heavier readers of newspaper
Baby Sitters are the relatively heaviest users of internet from home
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Report Details
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List Of ReportsPossible Segment Reports:
1. Families by member composition
Free Birds (single independents)
Nest Builders (young married couple with no children)
Baby Sitters (married with eldest child below 12 years)
Mature Mentors (married with youngest child above 12 years)
Dynasties (3 generation joint family)Vintage Wines (middle age/elderly married couple living alone)
2. Urban vis--vis Rural Families
3. Single vis--vis Multiple Income Families
4. Families by Socio-Economic Classes (both urban &rural SEC)
5. Families by Community Types (marwari, gujrati, punjabi,.)
6. Family Profiles by Most Expensive Vehicle Owned
7. Family Profiles by Size of House
Note:Segment level analysis in any of the reports is subject to collection of sufficient sample responses at the segment level.
Possible Category Reports:
1. Family Profiles by Type of Car
2. Family Profiles by Type of Bike
3. Family Profiles by Type of TV
4. Family Profiles by Type of TV Connection
5. Family Profiles by Type of Fridge
6. Family Profiles by Type of Washing Machine
7. Family Profiles by Type of Mobile Phone
8. Family Profiles by Mobile Service
9. Family Profiles by Type of Credit Card
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Pricing of ReportsReport Price (Rs.)*
* 12.36% service tax extra
Price (USD)
Any 1 Report 150,000 4,750
3 or More Reports 100,000 each 3,500 each
Payment Terms : 50% advance, 50% after delivery of all reports
Delivery Timeline : Single/First Report 10 days from date of order
(or immediately if ready)
: Subsequent Reports 10 days per report thereafter
(or immediately if ready)
Report Delivery Format : PDF
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Demographic and socio-economic profile Location Town class (village class), region, community
Educational qualification, current occupation (and industry of occupation) of members in the household
SEC (urban, rural)
Gender, age, marital status, preferred language of reading of all members in the household
Income status and composition (monthly household income, income from outside, earning and dependent
members)
Per-capita household income
Consumption, asset ownership and liability profile Share of expenditure by main household spending heads (food & clothing, rent & utilities, transport / conveyance,
leisure & entertainment, loan & liability payments, savings & investments)
House ownership, size of house, no. of rooms
Vehicle ownership (bicycle, 2-wheeler, 4-wheeler)
Physical asset ownership TV, fridge, washing machine, AC, microwave, music system, radio, DVD player,
Ipod, video games, regular camera, digital camera, video recorder, tube well/pump, landline phone, mobile
phone, computer, laptop, printer, TV connection
Financial asset ownership land, bank account, demat account, fixed deposits, govt. bonds, chit fund
deposits, life insurance, medical insurance, debit card, credit card, mutual fund, shares, etc Currently running loan types if any
Information Coverage
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Quality of key asset ownership Type of car
Type of bike
Type of TV
Type of TV connection
Type of fridge
Type of washing machine
Type of mobile phone
Type of mobile services subscribed to
Type of credit card possessed
Media usage Media used at home (TV, Newspaper, Radio, Internet)
Daily time spent on various media at home
Which medium relied on most for information for buying products and services
Information Coverage
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Large scale land survey conducted to profile the composition and consumption
characteristics of Indian families. Survey covered over 16,000 households in 40 cities
and over 12,000 households in 480 villages spread across all the four regions of the
country
Sampling methodology chosen to ensure coverage of town and village classes of allpopulation strata, and households of all socio-economic classification within each of
these towns and villages. Villages sampling done in a way to ensure coverage of
villages up to distances of 20 kms from the nearest surveyed town
Finally, town/village class and socio-economic class combination level weights were
derived from authentic Govt. of India data and applied to the land survey data to
make it representative of the entire Indian population
Methodology
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Thank You!