Juxt India Drives 2010 Study

India Drives 2010

Demographic, Psychographic & Consumption Lifestyle profiling of 4- & 2-Wheeler Owners in India

Highlights!

• Size estimation of both 4- and 2-Wheelers owned in the household as well

as of individuals driving these vehicles

• Captures all 4- and 2-Wheelers owned and used in the household with ‘type’

and ‘brand’ owned (Motorcycle by CC, Self- or Kick-start Geared & Gearless Scooter, Small Car - up to Rs.3

lakhs, Performance Hatchback - Rs.3 to 5 lakhs, Mid Segment Car - Rs.5 to 8 lakhs/MUV, Premium Car/SUV – Rs.8 to 14

lakhs, Luxury Car/SUV - above Rs.14 lakhs)

• Detailed socio-economic and consumption lifestyle profiling of households

owning these vehicles and individuals driving these vehicles

• 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

Most ‘recent’ and ‘representative’ survey-based estimate of

vehicles owned in Indian households and individuals driving them

Estimates based on a very large land survey of over 259,000 individuals living in 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

Highly ‘comprehensive’ profiling of vehicle owning households

and individual users - demographics, psychographics &

consumption lifestyles

A deeper profiling of urban and rural Indian households owning various types of vehicles and how they differ in

their consumption lifestyle and preferences – includes details about their location, economic status, assets

ownerships, monthly and annual household expenditure on main spend heads, consumption of personal and

household products, brands preferred, leisure, holiday and entertainment preferences, day-to-day lifestyle

interests, health status and media usage

Study Overview

Study Methodology A large-scale land survey was conducted to estimate and profile Indian families, their

socio-economic status, vehicle ownerships and individual and household level

consumption behavior. The survey covered ‘towns’ and ‘villages’ of all population

strata in all the mainland states and UT’s 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

No Vehicle

HomeDon’t own any vehicle in the

HH

2-Wheeler

HomeOwns only 2-Wheelers

4-Wheeler

HomeOwns only 4-Wheelers

Multi Vehicle

HomeOwns both 4- and a 2-

Wheeler

No Car Don’t own a car at all

Economy Most expensive car up to Rs.3 lakhs

Mid SizeMost expensive car between Rs.3 to 8

lakhs

Premium Most expensive car above Rs.8 lakhs

Segmentation of Vehicle Owning Households

(by ‘number’ of vehicles owned in the HH)

Segmentation 1 (by ‘type’ of car owned in the HH)

Segmentation 2

No Bike Don’t own a motorcycle at all

Economy 100cc or below

Performance 125cc

Premium 150cc

Hi-End 180cc or above

No Scooter Don’t own a scooter at all

Conventional Geared Scooter – Kick start

Contemporary Geared Scooter – Self start

New AgeGearless Scooter – Kick/Self

start

Segmentation of Vehicle Owning Households

(by ‘type’ of motorcycle owned in the HH)

Segmentation 3 (by ‘type’ of scooter owned in the HH)

Segmentation 4

Modest Drives a scooter

Enterprising Drives a motorcycle

Upgrading Drives a small car

Climber Drives a performance/mid size car

Arrived Drives a premium/luxury car

Segmentation 5

Segmentation of Individual Drivers

(by ‘type’ of vehicle driven)

• The findings of the ‘India Drives 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/individual consumers master datasets’

‘India Drives 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

* 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 Drives’ Dataset

1Segmentation by ‘number’ of

vehicles owned in the HH

Rs. 150,000(all household level data but segmented

only by ‘no.’ of vehicles owned in the HH)

‘India Drives’ Dataset 1 + 2

Rs. 240,000

+ Rs. 500,000


2Segmentation by ‘type’ of car

owned in the HH


only by ‘type’ of car owned in the HH)


3Segmentation by ‘type’ of

motorcycle owned in the HH


only by ‘type’ of motorcycle owned in the

HH)


4Segmentation by ‘type’ of scooter

owned in the HH


only by ‘type’ of scooter owned in the HH)

Household Master Dataset

Rs. 400,000(Data for all household level vehicle

ownerships for individual vehicle types)

(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)

or


Rs. 240,000

or


Rs. 240,000

Pricing*

* 10.3% service tax extra

* 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 Drives’ Dataset 5

Rs. 250,000+ Rs. 700,000

Individual Consumer Master

Dataset

Rs. 600,000(Data for vehicles driven individually for

individual vehicle types)

(All available data on individual consumers)

(By frequency, intensity and type smoked

individually)

(At all geographic levels – all India, urban, rural,

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

urban district-wise for top 25 urban districts)

‘India Drives’ Dataset 5Segmentation by ‘type’ of vehicle driven by individuals

Rs. 250,000(all individual level data segmented only by ‘type’ of vehicle driven)

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

• Delivery Timeline : ‘India Drives’ Datasets 1, 2, 3, 4 or 5

3 days from date of order after 30th August 2010 (2 weeks if 3 or

more datasets)

: Master Dataset (Household / Individual

Consumer)

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

Size estimates of Vehicle Owners in India(All India, Urban/Rural, Zone-wise, State-wise, City-type wise, Village-type wise, For top 25 urban districts)

• Size estimates of households with various types of vehicles in them (Car, Motorcycle, Scooter, Bicycle), Size estimate of

individuals driving these vehicles

• Average number of vehicles per household for each of these vehicle type, Average number of users per vehicle for each type

• Penetration of various types of vehicles at both individual and household levels

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

Vehicle Ownership Details & Preferences• ‘Type’, ‘number’ of cars and ‘brands’ owned in the household by class segments (Economy, Performance, Mid Size, Premium,

Luxury), by price segments (<3 lakhs, 3-4 lakhs, 4-5 lakhs, 5-8 lakhs, 8-14 lakhs, 14-20 lakhs, >20 lakhs), by utility type

(Car/MUV/SUV)

• ‘Type’ and ‘brand’ of car likely to buy in the next 1 year for all the above 3 classifications

• ‘Type’, ‘number’ of motorcycles and ‘brands’ owned in the household by CC segments (<100cc, 100cc, 125cc, 150cc, 180cc,

>180cc), ‘Type’ and ‘brand’ of motorcycle likely to buy in the next 1 year by CC Segments

• ‘Type’, ‘number’ of scooters and ‘brands’ owned in the household by gear types (Geared Kick-start, Geared Self-start, Gearless

Kick-start, Gearless Self-start, Moped), ‘Type’ and ‘brand’ of scooter likely to buy in the next 1 year by these segments

• Household classification by current ownership vis-à-vis likely to buy for each vehicle type (intending replacement buyer, intending

first time buyer, non-intending current user, non-intending non-user)

•

India Drives 2010(Information Coverage)

Personal Profile of Individual driving the Vehicle (only demographic profile based on all members of

the household, other profile details based on profile of only the respondent answering for the household)

• 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, Education, Medium of Education, Preferred language of reading

• Personal Psychographics: Self perception of own physique (physical fitness and looks), 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

• 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

Personal Consumption Lifestyle Orientation• 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

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)

Personal Consumption Lifestyle• Other Vehicle: type of other vehicles driven apart from the one being analyzed (car, scooter, motorcycle) along with the brand used


• Mobile Phone: whether a mobile user, no. of connections, no. of handsets used, handset price, type of connection plan,

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 if used at home

• Internet: whether an internet user, place from where accessing internet, whether uses internet on mobile phone

• Smoking: whether smoke cigarette, with what frequency, no. of sticks smoked daily, type of cigarette smoked, brand

smoked

• Alcohol: whether drink alcohol, with what frequency, type of alcohol consumed, brand consumed

• Insurance: whether has a life insurance policy and how many

• 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

• 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 & trouser, Watch, Air Travel, 3

star+ hotel stay)

• Some Products in rural households only (Packaged Biscuits, Refined Oil, Butter, Jam, Packaged Pickles, Battery/Cell, Travel by

train, Stays in a hotel, 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 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 of treatment for the above mentioned lifestyle diseases

• 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)

Personal 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


Socio-Economic Profile of the Vehicle Owning Households• 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) 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, 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)

• 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)

• 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 HH, Neo-SEC Classification, CWE Occupation & Education, Conventional SEC

classification

• Users per household – computer users, internet users, mobile users, saving account holders, credit card holders, drink alcohol,

smokers, suffer from a serious lifestyle disease


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!