Snapshot Juxt indian generations 2010 study

Indian Generations 2010

Understanding Indian Consumers as ‘Generation’ Groups – Gen Next, Gen Now,…..

At certain distinct age milestones all of us naturally ‘grow out of’ and ‘move in’ to a

progressively older generation – from a child to an adolescent, to a young adult, to the

middle ages, to the elderly

At each ‘generational’ stage, the biological and psychological needs vary and so do the

‘lifestyle’ and ‘consumption’ needs. But more importantly what also varies significantly

across generational stages is the individual’s ability to take ‘independent’ consumption

decisions, and then be able to ‘fund’ those independent consumption decisions

Marketers must therefore differentiate between the ‘generation group’ consumers

belong to – these groups not only show distinct consumption behavior and attitudes but

also show very distinct abilities to take independent consumption decisions and fund

those decisions

It’s all about ‘who has how much money’ honey….

Why look at ‘Generation’ Groups?

The Indian Consumer Generations

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

In the Indian context, where young people usually attain financial independence and stability mainly in their 20’s, one may take the young between 13-24 years mostly representing the ‘Generation Next’ and the young who are 25 years or more as

part of ‘Generation Now’

25 – 39 Years(Prime Adulthood)

40 – 54 Years(Middle Age)

13 – 24 Years(Teenager, Young Adult)

Up to 12 Years(Child)

55 Years & Above(Elderly)

AGE

PROGRESSION

Gen Futr

Gen Nxt

Gen Yest

Gen Vintg

Gen Now

INDEPENDENCE

PROGRESSION

India 2010

India 2030

India 1985

India 2000

India 2020

• Most recent and representative estimates of consumer in India

based on their ‘generational’ segmentationEstimates 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 households in 101 cities and

20,000 households in 1,000+ villages – a total of over 57,000 households

• Comprehensive profiling of ‘generational’ age groups as

consumers in India – in their demographics, psychographics

and consumption lifestylesA deeper profiling of the Indian consumer generations and their regular consumption lifestyle - including details about

their location, economic status, household and financial assets ownerships, monthly and annual household

expenditure on main spend heads, psychographic profile, day-to-day lifestyle habits and preferences, health status,

level of socialization, leisure, holiday and entertainment preferences, status on digital lifestyle, media usage,

shopping orientation & preferences, buying orientations, personal and household consumption and brand preferences

Demographic and socio-economic profiling is based on 250,000+ individuals sample, accounting for all individuals

living in the surveyed households. Psychographics and consumption lifestyle profiling is based on 58,000 individual

sample (respondents answering questions on behalf of their respective households)

Study Overview

Study Methodology A large-scale land survey was conducted to estimate and profile the Indian

consumers in 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/RGI), were applied to the survey data

Topline Findings

Young are more..….Mature have more money

‘Gen Now’ is the single biggest generation group in India at 27% (308 million

individuals). ‘Gen Next’ is a close second at 300 million individuals

Half of all ‘Gen Next’ are ‘teenagers’ (13-18 years). Average age of ‘Gen Next’ is 19 years

2/3rd of ‘Gen Yest’ are in their ‘early’ middle age (40-45 years)

Only 1 in 6 ‘Gen Next’ are gainfully employed (2/3rd are students). ‘Gen Yest’ are

the most employed (60%, as against 50% of ‘Gen Now’. 42% of Gen Vintg are also employed)

‘Gen Yest’ have the best individual incomes, followed by ‘Gen Vintg’ (households with ‘Gen Vintg’ in them have the best family incomes)

* Findings representative of 1,144 million individual Indians (342 million urban and 802 million rural)

Boys don’t have all the fun…

• ‘Gen Vintg’ drives cars relatively the most (followed by ‘Gen Yest’). ‘Gen Now’ rides 2-

wheelers relatively the most (account for almost half of all 2-wheeler driving population)

• Only 1 in 5 ‘Gen Next’ drives a 2-wheeler (mostly motorcycle), and only 0.3% drives

a car. 2/3rd of them ride bicycles

• ‘Gen Yest’ has the highest penetration of credit cards (though ‘Gen Now’ account for

more of the credit card owner base) and of life insurance (followed by ‘Gen Now’)

• ‘Gen Yest’ holidays somewhat more frequently (for both domestic and international holidays)

• ‘Gen Yest’ claim to drinks alcohol and smoke cigarettes the most (noticeably more

than others)

Different lifestage….Different instincts

• ‘Gen’ Now is relatively more ‘trend conscious’, and responds to marketing

stimulus relatively the most (‘Gen Next’ relatively the least. ‘Gen Next’ is also less social than the

other generations)

• All generations give the highest importance to ‘price’ while buying (thereafter,

while Gen Next gives relatively more importance to the ‘looks’, ‘brand image’, ‘shopping experience’, Gen

Vintg gives relatively more importance to ‘performance quality’)

• ‘Gen Next’ accords as much priority to ‘fame’ as to ‘education’. They also give

more importance to ‘family pedigree/prestige’ as a status symbol than the other generations

• Cinema and music are the biggest hobbies among all generations (thereafter,

‘Gen Next’ read books and follow sports more, ‘Gen Now’ follows cookery relatively more, ‘Gen Yest’ and ‘Gen

Vintg’ prefer to engage in social work and spirituality relatively more)

Different strokes for Different folks!

• ‘Gen Next’ shows the highest usage incidence of Lipstick and Fairness cream,

‘Gen Now’ of Face creams and Deodorants (Hair color is almost equally used across all

generations)

• ‘Gen Next’ shows the highest consumption incidence of Cold drinks and

Packaged snacks, ‘Gen Now’ of Chocolates and Noodles (Milk additives are consumed the

least by Gen Next)

• ‘Gen Now’ shows a relatively higher preference for Beer, ‘Gen Yest’ for Whiskey. ‘Gen Now’ tend to smoke ‘light cigarettes’ relatively the most

• ‘Gen Next’ shows the highest usage incidence of Jeans, Sports shoe and

Readymade shirts, ‘Gen Vintg’ for Watches

…and distinct Media Preferences

• Watching TV is highly popular among both ‘Gen Next’ and ‘Gen Now’ (Gen Next

are relatively the heaviest watchers of TV). TV has fairly low usage among ‘Gen Vintg’

• DD1 is the most popular entertainment channel across generations (followed by

Star Plus)

• ‘Gen Vintg’ are relatively the heaviest readers of newspapers (especially during

the weekdays). ‘Gen Next’ are the lightest readers of newspapers

• ‘Gen Yest’ are relatively the heaviest listeners of radio during the weekends,

‘Gen Now’ during the weekdays (while Radio Mirchi is the most popular radio channel across all

generations, Vividh Bharti is also quite popular among the ‘Gen Next’)

Report Details

• The ‘Indian Generations 2010’ study findings are available as query-

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

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

part of the larger ‘individual consumers master dataset’

‘Indian Generations 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 Generations’

Dataset

Rs. 100,000 per Gen

Segment(all relevant individual consumer data at all India

level but only for one ‘generation segment’)

Individual Consumer

Master Dataset

Rs. 600,000(All available data on individual

consumers)

(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

‘Indian Generations’

Dataset

3 Gen Segments - Rs.

200,000(all relevant individual consumer data at all

India level for 3 ‘generation segments’)

‘Indian Generations’ Dataset

All 5 Gen Segments - Rs.

250,000(all relevant individual consumer data at all India level

for all the 5 ‘generation segments’)

‘Indian Generations’ Dataset

All 5 Gen Segments - Rs.

250,000(all relevant individual consumer data for all the 5

‘generation segments’ at all mentioned geographical

levels)

+ Rs. 700,000

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

• Delivery Timeline : ‘Indian Generations’ Segmentation Dataset

3 days from date of order after 4th October 2010

: Individual Consumer Master Dataset

Anytime on order after 4th October

2010

: PowerPoint Report

1 week per dataset report thereafter

from date of order

• Reporting Format : Query access based online dataset

Payment Terms & Delivery

Size estimates of Generational groups• Total individuals by generational age groups, By urban/rural divide, state-wise, town class-wise, village class-wise, urban

districts-wise for top 25 urban districts

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

Personal Demographics• Gender, Age, Marital Status

• Status in the household (CWE or other earning member or dependent member of the household), Occupation, Individual

Income classification (if earning), Education, Medium of Education

• Religion, Community, Caste, Mother Tongue, Preferred language of reading

Personal Psychographics• 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, Desired professional qualification for self/children (as applicable)

• Self perception of own physique (physical fitness and looks)

Indian Generations Dataset(Information Coverage)

Personal Consumption Lifestyle Orientation• Personal 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 solving a problem, 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)

• 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

Household’s Socio-Economic Profile• Family size, Family classification by lifecycle stage

• Highest occupation & education level in the HH, Neo-SEC Classification, CWE Occupation & Education, Conventional SEC classification

• 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

• 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)

• Type of asset owned in the household and brand owned for the following assets (Fridge, Water purifier, Color TV, TV Connection, Washing Machine, Car, Motorcycle, Scooter, Computer)

• 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)


Personal Consumption Lifestyle• Vehicle: type of vehicle driven (car, scooter, motorcycle) along with the brand used

• Mobile Phone: whether a mobile user, no. of connections, service provider name, no. of handsets used, handset brand and

model, handset price, type of connection plan, average minutes talked daily, monthly bill, 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 used at home

• Internet: whether an internet user, place from where accessing internet, frequency of accessing internet, whether uses

internet on mobile phone, whether uses internet using laptop while traveling,

• 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,

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

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

frequency of taking such holidays, favorite destinations, Holidaying classification

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

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

smoked

• 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 and 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)

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

treatment/medication for the serious lifestyle disease suffer from

• 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)

• Whether drink alcohol and with what frequency, Whether smoke cigarette and with what frequency

Media Usage• Whether use 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

• Dominant (most used) media


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!