Juxt india plugged 2010 study

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)


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


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!