.......

)
T
,

II

Consumer India
here can never be too much consumer level data on the Indian market. At the moment, we have too little

Understanding

of it. The most upsetting thing is to see how in meeting after meeting, enormous talent and time is wasted in trying to stitch together a dash of data, a fair bit of anecdotal eviden~ and a ton of supply side sales statistics to understand what is happening in the market and why. Most of our discussion and data on our consumer markets is from the supply side. How many TVs got sold, how many scooters did not get sold, what was the rural-urban split of FMCG volume and revenue and so on. Even the word 'segment' is usually applied to product segments and not consumer segments!

A Hydra-headed

Monster

There is a lot of comment that is made based on metrics like "the per capita consumption ofxyz in India is only 10 units unlike China, which boasts of 35 units". However, this is arrived at by dividing total industry sales by total Indian population. Given the many Indias that we have, and the huge disparity in income and living conditions between them, this aggregate "per capita consumption" metric is really worth very little. It could be an arithmetic average of 450 units in one part of India and 1 unit in the rest. What is useful is to look at penetration and usership in different strata or slices of Consumer India, with some sensible basis for the stratification - income or equivalent and definitely at the level of rural and urban. Data that starts with "what" is being sold and then profiles who those buyers are, is the best we usually get. However, this is very different from data that starts with who exists, who is buying, and what are they buying. The

Rama B\japurkar is an independent market strategy consultant and author of "We are like that only - Understanding the Logic of Consumer India': She is also an independent director on the Boards of some of India's most respected companies and has been a long time Businessworld columnist.

-...
Businessworld Marketing Whitebook 2010-2011 ,..

45

Spending Patterns across SECs

latter is definitely in short supply. In even

Estimates

of Survey Income

f I ,/

greater short supply is hard analysis on what's changing and what's not; and insights that tell us it is time to change our mental models, our "doesn't everybody know" conventional wisdom about Consumer India. I insist on calling it Consumer India and not the Indian Consumer, because we need to constantly remind ourselves that what we have here is a hydra- headed monster (a many splendoured beast, if you prefer) and that no simplistic, singularity espousing mental model will do. Consumer India changes very slowly but definitively - it morphs in ways that are hard to see. There are no glaring changes, discontinuities and mega trends to pick up. Instead, what we have is just a slow change, on several dimensions, of a large mass of people. However, given that force is a result of 'mass x acceleration', every little change in Consumer India unleashes enormous opportunities for alert businesses can catch early creeping trends. that

Our search to understand exactly how affluent Indian consumers are continues. In an earlier volume of the Marketing Whitebook, in an article titled "Solving the Income Data Puzzle" ( co- authored with Laveesh Bhandari) and in my book "We are like that only - Understanding the Logic of Consumer India", I have discussed at length the problems with survey income, and concluded that it is; (a) understated, and accounts for only about half the national income reported by CSSO); (b) that survey income is a reliable indicator (you get the same answer when you ask the same question to different samples of the same population), but it is not a valid measure of total income and; (c) survey income levels from surveys need to be calibrated with consumption realities because "consumption is like maternity - a certainty. Income is like paternity - merely a matter of inference". While a few well publicized estimates of the size of India's consuming class

j'

Consumer

India in Terms of Income Quintiles

Households % of All India Households %(mn) Income in Each Quintile 18(38) 19(40) 20(42) 6 9 14 21 51 % of All India Households Expenditure in Each Quintile 9 12 17 22 40 Surplus Income as % of Total Income of H (12) 11 20 31 55 Income Index

Population Qumtile Arranged by Income

- RuraI
Split % 52-48 44-56 23-77 17-83 9-91 \',

Urban

Ql (lowest) --Q2 -Q4 --Q5

100 161 225 335 841

21(44) 22(46)

Source: NCAER CMCR (Centerfor Macro Consumer esearch! R

J

46

Businessworld Marketing Whitebook 2010-2011

Spending Patterns across SECs

The Urban V5. Rural Income Index

Let's say that the top quintile in urban India
earns Rs 100 Quintile URBAN

RURAL

Q 5 (Top) Q4 Q3 Q2 Q1

~
~IUUi)

51 "" 22
11

30 20 11

. .

.
..

. 15

Same colours indicate comparable quintiles, Q5 (urban) and Q1 (rural) are outers
Source:mint

:1
.

~
~I

have been put out based on income, they

don't really help advance understanding of consumption today or even the purchasing power of the consumer base, given a particular stated level of income. They only make the point of income growths in the future - for a given income level, over the next 20-50 years, how many more households will be added. Chris Butell of IIMS Data Works suggests very sensibly that we should look at the consuming class as those households that have their own personal transport, personal entertainment, communication devices, and personal and comes up

percentiles is, perhaps the best way to understand Consumer India's affluence. No more confusion of labels - what is middle class,what is 'aspirer'? Is the Rs.2 to Rs. 20 lakh income band used by some to define the consuming class, too wide or too narrow? This way, the top 20% or 10% of India is what you think about - or the bottom 10%. The percentage of income and expenditure in each income percentile band is known from survey data, and you can calculate the valid income by distributing aggregate national income from CSSO data in each percentile band, or use survey income data as you wish. Similarly, if consumption is what you wish to use as a metric for affluence then studying consumption or durable ownership or lifestyle in each income percentile band is what you can do. Some highlights from this analysis are that an average household in the top 20% ofIndia has eight times the incomeas one

with a survey based number of 46 million households that satisfy this criterion. Add
"own computer" to the list, and the number drops dramatically. The NCAER Centre for Macro Consumer Research (NCAER-CMCR) has looked at Consumer India in terms of income quintiles. I am rapidly coming

around to the point of view that income

48

Businessworld

Marketing Whitebook 2010-2011

in the bottom 20% ofIndia. The lowest quintile has no income surplus at all, surplus being defined as money leftover after meeting routine and nonroutine expenditure. Rural India houses almost half of the top two richest quintiles of Indian households. Most of the low income consumers are indeed in rural India. The top 20% of urban India is clearly the richest. For example, the top 20% of rural India is only half as rich as the top 20% of urban India. However, such a wide disparity does not exist between the poorest 20% oftli'b~n'~n&ia a~d the poor-

est 20% of rural India. Further, given the uniformity of aspiration and availability of products in rural and urban India, as well as the improved rural-urban road connectivity, it does appear that we have a mass market that spans both urban and rural, based on the levels of income that exist. Based on durable ownership cars, two-wheelers and mobile have a reasonable penetration quintile 1 and to some extent in 2. The rest are still to start their data of phones only in quintile "middle

class" journey in a significant way.

/'

";''':

50
1-

Businessworld

Marketing Whitebook 2010-2011

Spending Patterns across SECs

1 Ii"4.. ~
1",

Spending habits are different for people belonging to different sections of society. An analysis of consumer spending in the past 10 years reveals that the average consumer has been spending on an increasing number of different goods. There are a number of factors affecting the consumer spending pattern in India. These include growing income levels resulting in more disposable income changing attitudes towards consumption, changes in prices, introduction of new products, availability of credit such as loans, mortgages and credit cards, rising aspiration levels, increased literacy, growing brand consciousness and rapid urbanisation. In this section we have looked at the consumption patterns across a cross-section of consumers, viz. the Indian urbanites, affluent consumers in metros, rural consumers and finallyconsumer spends in the global scenario.

UrbanConsumers
JUXt's 2009 syndicated study titled Indian Urbanites says the socio-economic group-

ing or classification of urban Indians (into five SECclasses 'A;'B; 'C; 'D' and 'E') has been around for some time. SECs are extensively used in the marketing world to identify and derive the consumer worthiness and consumption lifestyleof individuals/family units. However, the descriptions of these SECclasses and their consumptionbehaviourareoften based more on popular perceptions rather than an indepth analysis of factual information. Segment Sizes Accounting for 27% of all urban families and 25% of all urban individuals, SEC'E' constitutes the single largest socio-economic class in urban India.WhileSEC'D' is the second largest at the 'family' count level (23%),SEC'(' is the second largest at the 'individual'count level (23%).This indi-

Businessworld

Marketing Whitebook 2010-2011

51

..
Spending Patterns acrossSECs

SECs in the Total Urban Population

UrbanSEC Class SEC-A SEC-B SEC-C SEC-D SEC-E Total No. of Families (mn) 9.10 12.61 16.58 18.05 21.08 77.42 % of Total No. of Individualsin UrbanFamilies these Families(mn) 12% 16% 21% 23% 27% 41.03 63.27 79.15 73.98 85.22 342.64 % ofTotal AverageNo. of Urban Individuals Individualsper Family 12% 18% 23% 22% 25% 4.51 5.02 4.77 4.10 4.04 4.43
Source: Juxt IndianUrbanites 2009 Study

cates that on an average, SEC'(' families have relatively more individuals living in them (4.77) than in SEC'D'families (4.10). SEC 'B' has the highest average number (5.02) of members living in a family. Interestingly, in SEC'0' and SEC'E' families the average number of members is lower than the three higher SECgroups. SEC'A'is the smallest urban socio-economic class at 12% each of all urban families and all urban individuals.

Economic Status In terms of the household and per capita incomes of these SECclasses, SEC'A'clearly towers above the rest with an average monthly household income of Rs. 18,549. On an average, a SEC'A'household earns 4.4 times more than a SEC'E' household and 1.7 times more than a SEC'B' household. SEC'B' households have just about 'above-average' income levels, earning only marginally more than the overall of Urban SECs
SEC-C SEC-D SEC-E All Urban Households 9,113

Average Monthly Household

Economic Status SEC-A

Incomes
SEC-B

Average monthly household income (Rs.) Average per capita monthly household income Average per capita MHI as ratio of urban average Average earning membersin the household

18,549

10,911

6,776

5,112

4,219

4,678

2,679

1,636

1,235

1,018

2,251

2.1

1.2

0.7

0.6

0.5

1.0

1.2

1.2

1.2

1.2

1.2

1.2

Source: Juxt IndianUrbanites 2009Study

52 l'

Businessworld

Marketing Whitebook 2010-2011

Spending Patterns

average urban household income. On the other hand, SEC '(' households have 'below-average' household incomes and are almost as worse-off income-wise as

'I

SEC'0' and 'E; especially when compared with incomes of SEC'A' and 'B: SEC'(' average monthly household incomes are only 1.3 times higher than SEC'D' and 1.6 times higher than SEC'E

Interestingly, while the average monthly household income of SEC'A' is over Rs. 18,500, there are only 17% SEC'A' households that have monthly incomes of Rs. 25,000 or above. This indicates a very high level of inequality of incomes within SEC'A:

The New Urban Indian Consumer Pyramid

Based on redefining SECs by the highest education and occupation level among all members in the household and not just of chief wage earner

Distribution of Monthly Household Incomes of Urban SECs

% % All Urban Households 0%

. .

25%

50%

75%

100%
Tier 1 The consuming class
Total-343 million individuals (77 million urbanfamilies) * NSSO/Census dalaprojectedfor 2009 by IndicusAnalysis Source: Juxt Indian Urbanites 2009 Study

Up to Rs. 12,500 Above Rs. 25,000

II Rs. 12,500to Rs.25,000

Source: Juxt Indian Urbanites 2009 Study

Chicken Internetwala.
That's what I call the surprise dish I made for my wife.

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Internet speeds up to 3.1 Mbps

Quickactivation and installation

TJ\T~L.L Call: 18004208282

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Spending Patterns across SECs

Only about

30% of all urban Indian

with the 'lower middle class' on the socioeconomic ladder. Thus the 'aspiring class' in urban areas comprises 17 million families with approximately 79 million individuals. Based on the income profiles, SEC 'D' and 'E' put together can be classified as the 'underprivileged class' or the 'lower class' in urban India. At 39 million families and 159 million individuals these two SEC groups account for almost half of the urban population. That is, urban India has almost as many 'have-nots' as it has 'haves' and 'haves in various stages of transit: Thus the urban Indian socio-economic landscape has a huge 'underbelly' of 56 million families and 238 million individuals (70% of the total urban population). While SEC'B' closes on SEC'A' on most modern day necessities, it's still only SEC'A' when it comes to owning the so-called luxury goods. SEC'C; 'D' and 'E' have inched up mainly on the basics-house, TV,

households (SEC'A' and 'B') have above

average income levels and qualify to be called the 'consuming class' in urban India. This 'consuming class' comprises approximately 22 million families with 105 million individuals. Within this, only about 13% of SEC'A' families (or approximately 1.2 million urban families and around 5.3 million urban individuals) qualify to be called the 'affluent class'. The rest of the SEC 'A' (around 8 million urban families and 36 million urban individuals) can at best be tagged as the 'upper middle class: The 12 million odd SEC 'B' families, with a little over 63 million individuals living in them, qualify as the real 'middle class' in the urban Indian socio-economic landscape. SEC'C; with its below-average income profiles, is in the middle of the SEC pyramid and can be termed as the 'aspiring class' in urban areas. It is probably equated

Ownership

of Asset Categories
SEC-A 99% 92% 91% 11% 83% 50% 16% 37% 30% 0.1%

at the Household

level
SEC-E 81% 47% 57% 0.3% 14% 7% 1% 1% 4% 3% All Urban Households 91% 67% 73% 2% 38% 18% 3% 8% 11% 1%

Overall Asset Ownership Any TV Any phone Any CNSconnections Internet connection at home Any automobile Any card (debit/credit) Any camera (regular/digital) Any computer Any financial investment assets None of these

SEC-B SEC-C SEC-D 98% 85% 84% 3% 63% 30% 5% 13% 17% 0% 97% 73% 81% 1% 36% 16% 2% 4% 10% 0.1% 90% 61% 69% 0.1% 26% 10% 1% 1% 6% 1%

Source: Juxt Indian Urbanites 2009 Study

54

Businessworld

Marketing

Whitebook

2010-2011

...I

Spending Patterns

Ownership of Various Vehicles

Vehicleownedln.the Househald Bicycle Motorcycle/Scooter Cr SEC-A 35% 78% 25%

at the Household
SEC-B 38% 61% 6% SEC-C 43% 35% 2%

level
SEC-E 47% 14% 0.2% All Urban Households 43% 36% 4%

SEC-D 47% 25% 1%

Source: Juxt Indian Urbanites 2009Study

Ownership of Popular Physical Assets/Durables

SpecificDura"bleAsset ownerhi;-l ColourTV Fridge WashingMachine Air Conditioner Microwave Mobile SEC-A 97% 80% 58% 15% 9% 89% 32% Computer Laptop Music System Ipod,Portable MP3 PI VCD/DVD Player 35% 16% 26% 7% 61%

at the Household

level

SEC-B

I SEC-E I
89% 40% 14% 1% 0.4% 70% 11% 3% 1% 9% 2% 33% 75% 23% 7% 0.3% 0.4% 58% 6% 1% 0.3% 5% 1% 25% 61% 13% 3% 0.2% 0% 45% 3% 1% 0% 4% 2% 18%

All Urban Households 80% 37% 18% 2% 2% 64% 12% 7% 3% 10% 2% 33%

94% 63% 34% 2% 2% 82% 20% 11% 4% 17% 3% 46%

Source: Juxt Indian Urbanites 2009Study

Spending Patterns across SECs

Ownership

of Popular Financial Assets at the Householdd

SEC-B SEC-CSEC-D SEC-E 82% 25% 9% 14% 45% 6% 3% 4% 69% 15% 2% 9% 29% 2% 1% 1% 55% 10% 1% 6% 21% 1% 1% 1% 43% 6% 0.4% 3% 16% 1% 1% 0.4%

Specific FinancialAssetOwnership SEC-A

Bank account Debit card Credit card Fixed deposits Life insurance Medical insurance/CGHS Invested in shares Mutual funds 89% 41% 25% 24% 57% 11% 4% 8%

Source: Juxt/ndian

House

Ownership

levels

and Type of House

SEC-A 76% 52% 74% SEC-B 67% 40% 58% SEC-C SEC-D SE 63% 32% 49% 62% 27% 43% 58 21 34

HouseStatus Own a house Live in a house bigger than 500sq.ft. House has 2 or more bedrooms

C Source: Indian Juxt

Average

Allocation

of Household

Expenditure
SEC-A 50% 14% 13% 11% SEC-B 51% 13% 12% 11% 12% 15% 13%

among

Major
SEC

MonthlyHousehold SpendHeads

SEC-C SEC-D 52% 14% 12% 11% 12% 15% 12% 53% 14% 11% 10% 12% 15% 13%

- - -

- ----

Basic food & clothing Rent & Utilities

- - -- 55'
m

--Transport/Conveyance - -- - --leisure & Entertainment - - - -----loan & other Liability - - -------Saving & Investment --Others

14'/.
'--

12"/. 10'/.

12% 15% 13%

12%

14%

13%

c:-Includes those ouseholds OnlY H WhoSpend nderheIVpOried U t Heads

Source: Indian rb Juxt U

56

Businessworld arketing hitE M W

Spending Patterns

phone and two-wheeler ownerships. When it comes to the ownership of most of the regular, modern day 'operational' lifestyle goods/durables/financial investments (like TV,Cable & Satellite (C&S)connection, mobile phone, two-wheeler, fridge, washing machine, bank account, life insurance, and debit card), SEC'B' is not very far behind SEC'A: However, in case of the more 'evolved' modern day lifestyle durables and financial investments (like car, computer, camera, air-conditioner, microwave, credit card, fixed deposits, medical insurance, and mutual funds) SEC 'B' is still way behind and only SEC 'A' seems to show some decent levels of ownership. For some of these 'evolved' assets, even SEC'A'shows a very dismal level of ownership. For instance, only 11% of SEC 'A' households has someone in the house insured for medical treatment, less than 10% have invested in shares/mutual funds, only 16% have a camera, 15% have an AC, 11% have an internet connection at home and only 9% have a microwave. As affordability is not an issue per se for not owning or investing in these physical/financial assets by this class (as 27% SEC A households have a car which is far more expensive), it appears that even SEC'A'is not really qS evolved in terms of the 'modern lifestyle' as popular perception may have

us believe. It just may be that the bulk of SEC'A' still does not really have any great 'felt-need' for these 'highly evolved' lifestyle products. On the flip side of the coin, it may be a similar story for SEC '(' and 'D' to a large extent if not for SEC'E They also show a much higher level of ownership of something like a two-wheeler, which is far more expensive, than for some relatively much cheaper modern day 'operational' level household durable like fridge, washing machine, music system, computer, etc. Notwithstanding the SEC group that urban Indians belong to, their consumption is probably driven more by their 'felt' lifestyle needs and consumption orientation than by their ability to spend. While the ability to spend may determine the 'value' at which they may buy that product/asset category, it is their felt lifestyle needs and inclinations which determine what products/asset categories they will buy in the first place. Lastly, for most asset categories, SEC'(' is closer to the levels of ownership shown by SEC'D' than by SEC'B: This again puts them almost in the category of 'have-nots: SEC 'A' and 'B' spend only a marginally lower proportion of their incomes on 'basic food and clothing' as compared to the other SECs. The townwise spread of the various SEC classes

~ SpendingPatterns across SECs

does not show any noticeably distinct patterns, except that marginally more SEC'A' consumers live in the metro cities and marginally more SEC'E' consumers live in the below 1 lakh population towns. On the other hand, if 57% of all SEC'A: households and above 50% of SEC'8; '(' and '0' households live in metro urban areas then almost half (48%) of SEC'E' households also come from the metro urban areas. This highlights the need for marketers to look beyond the metro cities in search of the higher SEC strata. An 'only metro' focus will neither give them more of the higher urban SECclasses nor ignoring smaller towns will leave out significantly more of the lower urban SEe classes for them. I

Similarly, the 'region-wise' spread of the various SEC classes also does not show any noticeably distinct patterns, except that marginally fewer SEC 'E' households come from the west zone, marginally fewer SEC'A' and '8' households come from the south zone and marginally fewer SEC'(' and '0' households come from the north zone.
Education and Occupational Status of While the chief wage earners (CWEs) SEC'A'and '8' households are significantly more educated than CWEs of SEC 'C; 'D' and 'E; the same is not true when it comes to the 'other family members' of these households. At the CWE level, SEC 'A' households are way ahead of the other SECs on 'graduation or plus' education level, followed by a distant SEC '8' and almost negligible lower SECs. SEC'8' and '(' catch up with them significantly at the 'HSClSS(, level of education of the CWE.In fact at this level of education of the CWE, there is little to choose between SEC'A; '8' and 'C However, in the case of educational profiles of the 'other members of the family' the difference becomes less stark across all SECclasses. EvenSEC and 'E'catch up '0'

I
I' ,
I

DistrictfTown Class by Population Size

'I:

All Urban Individuals 0% 25% 50% 75% 100%

. . .
58
~

Up to 1 lakh Population Above 5 lakh Population 1Lakh - 5 lakh Population Metros

Source: Juxt Indian Urbanites 2009 Study

with the other three SECgroups to a certain extent. This indicates that the differences between the SECclasses look more pronounced when we filter them on 'CWE education' per se. These differences become very stark on the 'graduate plus' education level filter being applied. Taking a relook at things from 'all members of the family' filter blurs the differences a bit. These variations become even more blurred when the 'HSCISSC plus' education

Businessworld Marketing Whitebook 2010-2011

Spending Patterns

Educational

level

and Occupation
SEC-A SEC-B 30% 93% 14% 57% 38% 3% 18% 41% 20% 33% 34% SEC-C SEC-D SEC-E 0% 74% 6% 46% 27% 0% 3% 70% 20% 34% 33% 1% 20% 3% 29% 8% 2% 1% 90% 21% 33% 32% 0% 0% 2% 23% 0% 0% 0% 100% 22% 33% 31% All Urban Households 15% 47% 8% 40% 19% 2% 7% 72% 21% 33% 33%

Graduate& above - eWE Hse/sse & above- eWE

85% 99%

Graduate& above - other family members 30% Hse/sse & above - other family members 67% Salariedemployee - eWE Self employed- eWE BusinessOwners - eWE ShopOwnersfTraders/Skilled/Unskilled Workers - eWE Employed- other members Student - other members Housewives- other members 42% 8% 29% 22% 21% 33% 34%

Source:Juxt IndianUrbanites 2009 Study

level filter is applied, especially among SEC 'A; 'B' and '(' households. In terms of occupation of the CWE, SEC 'A' CWEs are predominantly the 'white collar' salaried employees and 'business owners'though almost one in five SEC'N CWEs is also a shop owner/trader/blue collared worker. From SEC 'B' downwards, it is the shop owner/trader/blue collared worker combination which dominates the CWE professions (except in case of SEC'B' where 'white collar' salaried employees are almost as strong as 'blue collar' workers/ shop owners/traders). Thus, the presence of 'white collar' occupations makes SEC 'N and 'B' a little similar, and the predominance of 'shop owners/traders/blue collar' occupations make SEC 'C; '0' and 'E' somewhat more

similar to each other. However, in all the five SEC classes, the occupational profiles of 'other members of the household' look very similar. On the whole it appears that the SEC classes are less distinct units in their demographic profiles at the 'family level' and more distinct units when seen only from the 'CWE level~ In terms of the gender of the CWE of the household, it is the lower strata SECs, especially SEC'E' which shows the highest proportion of 'female' CWEs at S%. In fact, females form only 2% of SEC'N and SEC'(' CWEs, the lowest amongst all SEC classes. Lower SEC strata families are more likely to have 'employed' female members. What is surprising however is the fact that relatively more female members are the 'CWEs' of such households.

I t

Businessworld Marketing Whitebook 2010-2011

59

SpendingPatterns across SECs

Gender of Chief Wage Earner

SEC-A 98%

Age of Chief Wage Earner

SEC-A

97% SEC-B

SEC-B

98% SEC-C

72% SEC-C

97% SEC-D

75% SEC-D

95% SEC-E

74% SEC-E

All Urban Individuals 0% 25%

97%

All Urban Individuals 0% 25% 50% 75%

50% 75% 100% II Female

II Male

..

19 - 35 years

II Above 35 years

Source: Juxt Indian Urbanites 2009 Study

Source: Juxt Indian Urbanites 2009 study

In terms of the 'age' of the CWEs,the lower strata SECs have relatively younger
CWEs. Both SEC 'D' and 'E' have the youngest CWE age profiles, with 40% of their CWEs aged below 35 years. On the other hand, SEC'A'and 'B' show a relatively more mature age profile of the CWE, 32% and 31% of their respective CWEs are over 35 years in age. Clearly then the 'typical' marketing/advertising definition of the core target audience as 'below 35 years of age in SEC A/SEC B' excludes a good onethird of the CWEs of these families.

While only 9% individuals belonging to SEC'A'families prefer to read in English, it's a mere 2% for SEC'B; and 1% or below for the remaining three SECs.This clearly indicates the prominence of 'vernacular languages' as a means to communicate with the urban Indians across all the SECclasses. SEC'E'has the highest relative proportion of 'married with children' CWEs at 81% and SEC'B'has the highest relative proportion of 'married without children'CWEs at 30%. SEC 'B'has the lowest relative proportion of'married with children' CWEsat 60%.

60

Businessworld Marketing Whitebook 2010-2011

Spending Patterns

Preferred Language of Chief Wage Earner

Marital

Status of Chief Wage Earner

SEC-A SEC-B

SEC-D SEC-E All Urban Individuals 0% 25% 50% 75% 100% All Urban Individuals 0% 25% 50% 75% 100%

. English.indi H
Tamil/Telugu/Kannada/Malayalam

Others

II Single/Unmarried II Married without children II Married with children II Others

Source: Juxt IndianUrbanites2009 Study

Source: Juxt IndianUrbanites2009 Study

'Unmarried/single' individuals form a fairly insignificant proportion of CWEs across all the SECclasses.

Psychographic Profile While 'money; 'family' and 'education' are the top 3 priorities across SEC classes, the

Top 5 Priorities across SECs

SECA Aspectof Life Money Family Education Children SECB SECC SECD SECE Topmost Aspectof TopmostAspectof Topmost Aspect Topmost Aspect Topmost Life Life Priority Priority of Life Priority of Life Priority Priority 27% 22% 12% 7% Money Family Education Job Stability Children 33% 28% 9% 6% Money Family Education Spiritual Experience Parents 41% 23% 8% 7% Money Education Parents Job Stability Family 22% 21% 21% 10% Money Education Family Health 35% 20% 12% 11%

Health

6%

4%

7%

10%

Status

7%

Source:Juxt IndianUrbanites2009Study

~
Businessworld Marketing Whitebook 2010-2011

61

SpendingPatterns across SECs

Top 5 Luxuries across

SECA Luxury

SECs
SECB SECC Luxury SEC0 SECE Aspect of life Most Preferred Option 64% Most Aspect Most Prefer- of life Preferred red Option Option 65% Owna 56% housein the most posh locality in the town 54% A world tour as a holi52%

A world tour as a holiday

Most Most Luxury PreferPreferred red Option Option 69% A world tour 65% as a holiday

A world tour as a holiday

Own a house in the most posh locality in the town Travel in a space craft

Own a house in the most posh locality in the town

59%

Own a house in the most posh locality in the town Air travel in first class

65%

Own a house in the most posh locality in the town Air travel in first class

58%

I' II

, "

Air travel in first class

43%

46%

i~ ,
Own the most 36% A candle light dinner advanced in a ultralaptop in the luxury hotel world A candle light 33% A cruise on a luxury dinner in a yacht ultra-luxury hotel 33% Own the most advanced laptop in the world Own an iPhone

day 45% Own the 39% Own a primost vate jet advance d laptop in the world 38% Air travel in first class 36% Air travel in first class

49%

49%

29%

35% Travel in 35% a space craft

Build a huge mansion on the beach

42%

Source:Juxt IndianUrbanites2009 Study

relative importance assigned to each of these does vary significantly across SECs. For instance, although money remains the chief priority across SECs,it is accorded much higher importance relatively by SEC '(' and 'E' individuals. 'Family' is considered far more important by the higher SECs ('A; 'B' and '(') while education supersedes

family

among

the lower SECs 'D' and 'E:

These priorities are in line with the already higher education levels among SEC 'A; 'B' and '(' and much lower education levels among SEC'D' and 'E 'A world tour as a holiday; 'a house in the most posh locality in town; 'air travel in first class' (in almost that order) are the

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most aspired for luxuries by the majority across the higher SECs ('A; '8' and 'C'). However, for SEC 'E' individuals, while the dream of 'air travel in first class' becomes
the most desirable luxury (it is possible they might be responding to 'air travel' per se), surprisingly 'owning an iphone' is the next aspired for luxury at 60%, followed by 'a world tour as a holiday: Mobile phone emerges as the biggest

necessityof life for all the five SEC classes,

peaking with SEC'E' at 97% and at its low-

est with SEC'A' t 87%.Thereafter, newspaa pers, TV, good food, clothes and music stand out as the next most important necessities of life for all of them, though the order of importance/ranking of these items change across SECs.Newspaper is the second most necessarything for all the SECs except for SEC 'C' individuals who chose'good food' at this rank.While SEC'D' chose clothes at a relatively higher rank 'E'rankedmedithan the other SECs,SEC cines relatively higher.

Top 10 Necessities
SECA Item Absolute necessity 87% 76% 73% 68% 67% 59% 48% 44% 43% 43%

across
SEC B Item

SECs'
SEC C Item Absolute necessity 89% 72% 70% 68% 64% 58% 50% 48% 42% 41% Item SEC D Absolute necessity 92% 68% 63% 59% 56% 53% 48% 45% 40% 37% Item SEC E Absolute necessity 97% 82% 64% 62% 57% 56% 42% 40% 38% 37%

Absolute necessity 90% 72% 68% 66% 65% 56% 52% 47% 45% 43%

Mobile phone Newspaper TV Clothes Good food Music Watch Life Insurance Yoga Medicines

Mobile phone Newspaper TV Good food Clothes Music Watch Life insurance Yoga Morning walks

Mobile phone Good food Newspaper TV Clothes Music SMS Watch Radio Shopping

Mobile phone Newspaper Clothes TV Music Good food Yoga Movies Radio Watch

Mobile phone Newspaper TV Clothes Music Good food Medicines Movies Shopping Jeans

IComputer and internet were removed from vry was conducted online.

the list of items during the analysis stage as these had a highly hiased response due to the fact that the sur.

Source: Juxt Indian Urbanites 2009 Study

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Spending Patterns across SECs

Top 5 Attributes
SEe A Attribute

Defining Social Status

SEeE SEe D % Attribute Attribute % defidefinning ing People you 26% People 26% move you move aroundwith around with Education 25% People 20% level offamyou move around ilymembers with Professional 19% Money 18% achieveyou have ments made Your family's 15% Professio 14% nal prestige achievements The neighbourhood you livein 4% Yourfami- 10% Iy'sprestige

SEe B % Attribute % defindefining ing 27% People you 27% People you move movearound with around with Education 18% Your family's 20% level of family prestige members

II'
:!
III

SEe e % Attribute defining People you 24% move around with Education 20% level of family members Professional 17% Professional 19% The neigh- 14% achievebourhood achievements ments you livein 17% Education 14% Professio- 14% Your family's level offamnal prestige achieveilymembers ments 8% Moneyyou 8% Yourfami- 12% Moneyyou have made Iy'spreshave made tige

:
Further, while 'morning walks' stand out among the top 10 necessities of only SEC 'B; jeans stand out for only SEC'E; SMS for SEC'(' and radio for both SEC'(' and 'D: On the whole it seems that mobile phone, media, music, clothes and good food together with a concern for health (yoga, morning walks, medicines, etc.) are at the core of driving current lifestyles of all urban Indians, though with different relative priorities accorded to them by different SECs. Social Status While for SEC'A;'B' and '(' social status gets defined the most by the 'people you move around with; for SEC 'D' it is a mix of the 'people you move around with' and 'educa-

Source:Juxt IndianUrbanites 2009 Study

tion level' and for SEC'E' it is the 'money you have' and 'education level:Atthe same time, 'family prestige' and 'professional achievements' are also important status symbols for SEC'A'and 'B: On the other hand, 'residence neighbourhood' is also considered relatively more important by SEC'(' individuals (14%).Byand large,the educational level of family members is considered more important by the lower SECs.
Personality, Outlook and Opinions SEC'A'individuals are the most 'family-oriented' while SEC 'E' individuals are the most 'outward-directed: SEC'A'individuals spend their spare time relatively more 'together as a family' (both indoor and out-

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Personality

Orientation

across

SECs
SEC-A 39% 45% SEC-B 43% 40% 10% 8% SECB 12% All Urban SEC-C SEC-D SEC-E Individuals 29% 51% 11% 9% SECC 21% 43% 38% 14% 5% SEC0 24% 42% 25% 32% 37% 38%

Spending your spare time when at home I usuallydo something all by myself/alone I usuallydo somethingwith the other members the family in
--

I usuallycall up friends/relatives & chat with them on phone

9%

19% 6%

I usuallycall over friends/relatives to my home& do somethingtogether with them Spendingyour spare time outdoors I usuallygo out & do something all by myself/alone I usuallygo out with the other members of myfamily

6% SECA 12%

2%

All Urban SECE Individuals 25% 22% 20% 28% 41%

44%

38%

20%

32% 32%

I usuallygo out & do somethingwith very closefriends/relatives f-I meet/party/get-togetherwith anyone fri end/a cq uainta nc e/ colle ague/ assoc iate

30% 14%

37% 14%

54% 6%

39%

12%

12%
14%

Source: Juxt IndianUrbanites2009 Study

door put together) than the other SECs. SEC'(' individuals also prefer to spend more time with the family when indoors, but do not do the same when they go out. Onthe other hand, SEC 'E'individuals show the leastinclination to spend time with the family, whether indoors or outdoors. In fact, more of them tend to spend more time with close friends/relatives when they are indoors and outdoors. When it comes to spending spare time at home, most SEC'B' and '0' individuals are oriented to spend time by themselves. SEC'A' and '(' are more inclined to spend time with other family members while two

in five SEC'E' individuals tend to call up friends/relatives on the phone and chat with them. In the context of spending spare time outdoors, SEC and 'E'individ'(' uals tend to go out with very close friends/relatives. SEC'B' and '0' are equally inclined to go out either with family members or with very close friends/relatives, while SEC'A'ndividuals clearly prefer to go i out with family members. In a party/get-together, SEC'E'ndividui als are relatively more interactive and 'all over the place' (30%) while seven in ten SEC'(' and '0' individuals tend to either stick to people they already know or prefer

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SpendingPatterns across SECs

to be by themselves. SEC'A'and 'B' are in the middle ofthese two sets-they largely prefer to interact only with the people they know or those they can identify with. When it comes to buying a product or service, three in five SEC'E' individuals 'trust only their own judgement: About half of SEC'e individuals 'discuss it with other people they trust but finally rely on their own judgement. SEC'A' individuals are relatively more inclined to actively 'seek the advice of others, take their opinion seriouslyand then take a finaldecision: While higher SECsindividuals ('A'and 'B') have a more liberal perspective on 'gender roles;the lower SECs('C;'D'and 'E') have a more liberal view on 'man-woman relationships and sex: Nearlytwo in three SEC'A;'B' individuals say that 'men and women must play interchangeable roles for a family to be successful: Fewer individuals among SEC and 'E'believe so. In 'e fact one in three from this latter group are of the view that'man and woman have different familyroles and must play their own roles for a familyto be successful: SEC'E' voices the highest support for gender equality (83%)followed by SEC'A' and'B: SEC'eand 'D'are relativelyless supportive of this view-one in four believes that 'men are superior to women: The outlook on 'role of women in society' is quite progressive across SECswith over half saying that a woman should give as much importance to her individualityand career as to homemaking. This opinion is predominant among SEC and 'B:The widely 'A' held view among SEC 'A'and 'B'individuals regarding romance is that it is 'the longterm emotional bonding between a man and a woman' whereas relatively more

among SEC 'D' consider romance as 'a short-term relationship between a man and woman: More of SEC and 'E'individ'e uals believe that 'romance is the first stage of a man and woman likelyto get married to each other: SECAand Balso have a relatively more conservative view on the role of sex in life per se. While SEC 'A'and 'B'see the role of sex in life more as an 'essential part of married life; SEe 'e and 'D' see it more as an 'essential part of romantic life' while SEC 'E'has a divided opinion. A higher proportion of SEC'A' and 'B' individuals find pre-marital sex unacceptable under any circumstances. In comparison, SEC'C; 'D' and 'E' have a more liberal view of pre-marital sex. One-third among SEC'E'individuals feel that pre-marital sex is acceptable when the indulging couple plan to marry each other. In terms of the parent-child relationship, more of all SEC individuals are inclined towards guiding the child towards independent decision making. However, relative to the other SECs,more of SEC'e individuals lay greater trust on the parents being in charge and taking decisions on the child's behalf. Being 'youthful' has different connotations across SECs.SEC 'E'largely believes it has to do with being young while sizeable SEC'D' individuals say it is connected with looking young/wearing casual clothes. Many SEC'A'and 'B' individuals associate 'being youthful' with feeling fit and healthy and being optimistic in facing challenges in life. Being 'cool' is largely associated with 'not getting frustrated/ angry easily'especially by SEC'B;'e and 'E Two among five SEC'E' individuals believe it implies'being

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cold or emotionally SEC'A' individuals

detached:

One in five
highly

clubs whereas

lower SEC individuals

are

feel it is 'being

flexible and adaptable'while more among SEC'D' associate it with 'trendy clothes'!, casual/un-groomed look' unfazed during challenges: and 'being

linked to spiritual/religious groups. SEC'C individuals are the most active members of a spiritual/religious group, followed by SEC'8' and 'E' individuals. Somewhat more SEC'A' individuals are members of the local community/recreation/social clubs. SEC '8' individuals are relatively the most socially motivated-they believe in/support more social causes/progra-

Social Orientation Higher SECindividuals are linked to professional associations and community

Active Members of Professional Religious Groups

Associations/Community

Clubs/

SECA SECB SECC SECD SECE Organisation Mem- Organisation Mem- Organisation Mem- Organisation Mem- Organisation Members bers bers bers bers Localcom- 21% Religious 21% Religious 30% Religious 24% Religious 23% munity group/ group/ group/ group/ group/club organisation organisation organisation organisation Professional 19% Professional 17% Spiritual 29% Spiritual 18% Local com- 17% association association group group munity group/club 19% Local com- 17% Professional 20% Professional 14% Spiritual Sports 15% association club/gym association munity group group/club 18% Voluntary 15% 19% Recreational 12% Professional 13% Religious Sports service/ group/ / social club association club/gym organisation charity 15% 15% Local com- 18% 12% Voluntary Sports 12% Sports Sports service/ club/gym munity club/gym club/gym charity group/club 14% Spiritual 11% 17% Local com- 10% Voluntary Spiritual 9% service group group Volutal munity service/ charity group/ charity club Recreational 14% Art/cultural 11% Voluntary 14% Voluntary 8% Art/cultural 7% / social club educational organization service/ organisation programme charity 12% Recreational 9% Art/ cuIturaI 12% Voluntary Voluntary 5% Recreational 4% educational / social club educational organisation /social club programme programme 9% Art/cuIturaI organisation Voluntary educational programme 9% Recreational 11% Art/ cuIturaI / social club organisation 5% Voluntary educational programme 3%

Source: Juxt Indian Urbanites 2009 Study

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SpendingPatterns across SECs

mmes on an average. SEeD' and 'E'are the least involved.Stopping child labour, education for the girl child and saving the environment, are the chief social causes for the majority of SEC'N and 'B' individuals. Keysocial causes for SEC individuals 'e are-education for the girl child, preventing female infanticide, saving the environment and stopping child labour. Diwali is the most popular festival across SECsespecially among SEC'A'and 'D' (92% each). Holi and Rakshabandhan are the next most celebrated festivals across all the SECs.In line with their higher involvement with religious groups, the lower SECs celebrate 'religious' festivals much more. For instance, Navratra is the second most celebrated festival among SEC'E MakarSakrantiand Shivratriare celebrated relativelymore by SECD'individuals while Eidis celebrated more by SEC'E Surprisingly, alentine'sDayis also more of V an occasion to celebrate among SEC'E' than it is among the other SECs. Technology Orientation At the level of technology and the way it benefits them, the higher SECs('A'and 'B') relate to the benefits more in terms of 'entertainment; 'staying in touch' and 'staying updated~On the other hand, lower SEC strata ('C; 'D' and 'E') relate it more with 'entertainment; 'source of income' and a 'more organised life~SEC'D' and 'E' also believe relatively more that technology has given them the flexibilityof working from anywhere. Further,in terms of technology orientation, not only are relatively more SEC'e individuals self-confessed 'gadget freaks' but more among them liketo buy gadgets

that look great and match their style. On the other hand, SEC'N and B' individuals are more 'functionality' oriented-they are more inclined to use the latest gadgets to enhance their performance and also liketo use gadgets that are easy to operate. Gadgets WhileSEC'N and 'B'relate more to the role of TV in terms of 'entertainment' and 'source of information; SEC'C; 'D' and 'E' relate it relatively more with 'entertainment; 'spending spare time' and 'unwinding and relaxing~The primary role of the mobile phone is seen by all SECs as enabling them to 'stay connected' and 'stay in touch~While more of SEC 'B'and 'E'individuals say it helps them to 'stay in touch with others more often; more of SEC'e and 'D' individuals feel it's their 'lifeline to stay connected 24X7 with the rest of the world~Relativelymore among SEC'E' also believe that they are mobile phone addicts and that it has given them greater flexibility to work from anywhere. The internet is the main source of entertainment for one in three SEC'D' individuals while for SEC'A;B'and 'e it has added to their self-improvement requirements significantly. Regular Daily Life Profile The 'routine life' differences of SECs get highlighted even more in 'how' time is spent on various routine activities. Routine Activities SEC'D' is the most involved in daily household chores with relatively more individuals cooking, cleaning utensils, washing clothes, and shopping for milk/other gro-

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Technology Orientation
SECA SECB

across SECs
SECC SECD SECE

%in- Technology %in- Technology%in- Technology %in- Technology %inTechnology Orientation clined Orientationclined Orientationclined Orientationclined Orientation clined 33% I like to I liketo I like to 31% I like to 26% I like to 28% 34% utilisethe utilise the utilise the utilise the utilise the latestgadlatest gadlatest gadlatest gadlatest gadgets/tools gets/tools gets/tools gets/tools gets/tools tO to enhance to enhance to enhance to enhance enhance my mypermy permy permy perperforformance/ formance/ formance/ formance/ mance/efefficiency efficiency efficiency efficiency ficiency 19% I am a I am a I liketo use 21% 25% I am a 20% I am a gad- 21% gadgets gadget get freak and gadget gadget that are freak and freak and freak and love to stay surrounded aboveall, love to stay love to stay love to stay surrounded surrounded surrounded simpleto by them operate by them by them by them anduse I ama 18% Ilike to buy 19% I like to buy 24% I like to buy 16% I like to buy adet adets gadgets gadets gadgets that that look rea and t at ook that ook look great and match loveto stay great and great and great and surrounded match my match my match my my style style bythem style style I don't 17% I liketo buy 14% I like to use 15% like to use gadgets gadgets that look that are gadgets much as I above all, great and would like matchmy simple to operate style to keep my and use life simpler 11% I don't I don't 11% I like to use 7% liketo use like to use gadgets that are gadets gadgets muc as I much as I above all, wouldlike would like simple to to keepmy to keep my operate and use life simpler life simpler I liketo use 5% I like to use 4% I like to use 2% latest gadlatest gadlatest gadgets/tools gets/tools gets/tools to stay to stay to stay abreast abreast abreast and notfall and not fall and not fall behind behind behind 13%

I don't 14% I like to use 12% like to use latest gadgadgets gets/tools to much as I stay abreast would like and not fall behind to keep my life simpler I like to use 12% I don't like to 12% use gadgets gadgets that are much as I would like to above all, simple to keep my life operate simpler and use Ilike to use 11% latest gadgets/tools to stay abreast and notfall behind I like to use 8% gadgets that are above all, simple to operate and use

Source: Juxt IndianUrbanites2009 Study

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Spending Patterns across SECs

Indoor Entertainment
SECA

ActivitieslPastimes
SECB SECC SECD SECE

Activity Preferred Activity Preferred Activity Preferred Activity Preferred Activity Preferred By By By By By Watch80% 80% Watch71% Listening 73% Watch85% Listening to music to music ing ing TV ing TV movies on VCD/ DVD WatchingTV Watching . movies on VCD/ DVD Reading books/ lI)agalineS Playing computer games Playing indoor games with friends/ family Partying at home 78% 59% Listening to music Watchin movies on VCD/ DVD Reading books/ magalines Playing computer games Playing indoor games with friends/ family Partying at home 73% 59% Listening to music Watchin movies on VCD/ DVD Playing computer games Reading books/ magalines Partying at home 69% 65% books Readin? magalines 62% Watchin movies on VCD/ DVD Playing computer games Partying at home 68% Watching TV 73% 71% Watching TV Listening to music 71% 71%

59%

53%

Playing computer games

68%

58%

51%

44%

46%

Reading books/ m.agalineS Playing indoor games with friends/ family Partying at home

48%

30%

34%

22%

21%

22%

23%

18%

Playing indoor games with friends/ family

22%

Playing indoor games with friends/ family

17%

15%

Source: Juxt Indian Urbanites 2009 Study

ceries.Besidescooking food, SEC'A'is relatively more occupied with shopping for daily groceries and gardening than cleaning/washing. When it comes to the indoor entertainment activities or pastimes at home, SEC'A'and 'B' individuals watch TV and play indoor games relatively more,

while SEC'C; 'D' and 'E' prefer to watch movies on CD/DVDrelatively more. At the same time, SEE'D' individuals also read books/magazines relativelymore. 'Eating out' and 'generally hanging out with friends' are the most common outdoor entertainment activities undertaken

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Top 5 Hobbies and Interests

SECA SECB SECC SECD SECE

Activity Involved Activity Involved Activity Involved Activity Involved Activity Involved Listening 82% Listening 81% Listening 70% Listening 70% Listening 96% to music to music to music to music to music Reading books Cinema/ films Playing computer games Singing 65% 60% 53% 45% Cinema/ films Reading books Playing computer games Singing 59% 59% Cinema/ films 57% Reading books Cinema/ films Singing Dancing 59% 59% 56% Bird watching Reading books Gardening Singing 60% 60% 51% 44%

Playing 53% computer games 53% Reading 51% books 45% Singing 40%

45%

Source:

Juxt Indian Urbanites 2009 Study

across SECs,though eating out is relatively lower among SEC'D' and 'E SEC'B' is also more inclined to shop/window shop, watch art/culture performances or go for long walks. On the other hand, watching movies in cinema halls is more common among SEC 'A' and 'E' and least preferred among SEC'D~ The lower strata SEC parents, especially SEC'D' and 'E'ones, largely spend time with their children playing indoors, teaching them or helping them with their homework. Reading stories to their children is also more common among SEC'(' and 'D' parents. The upper strata SEC parents ('A' and 'B') spend relatively more time with their children while watching television with them and taking them out for fun/entertainment. At the same time, SEC 'A' also likes to read, solve puzzles, get involved with alternative healthcare, politics and listen to spiritual discourses more than other SECs. SEC'(' is relatively more interested in regu-

lar sports and in dabbling in stocks. SEC'D' individuals show relatively higher inclination to sing, dance, do gardening, do birdwatching, handicraft and interior designing, while playing computer games, singing and dancing are the other chief interests of SEC'E~ Having a cup of tea/coffee is the most popular way of relaxing and unwinding across the SECs.SEC'A'and 'B' have a much wider variety of ways to unwind/relaxmore among them close their eyes/meditate, go for a walk, read a book, stand on a terrace/balcony and look outside, take a nap or have a head massage. While having a drink with someone relaxes SEC'(' relatively more, taking a bath as a way to unwind is relatively more popular among SEC'D' while chatting with special friends helps SEC'E' relatively more. On the whole, it appears that some forms of routine activities are highly popular cutting across the SEC spectrum, like cooking as a household chore, watching

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'>f.I''''UIIIY rarrerns

across

:)I:[;s

TV at home with children as a way of spending time with them, connecting/ chatting with friends on phone, walking to stay fit, learning computers as a skill enhancement requirement and listening to music as a hobby. At the same time, it appears the higher SECindividuals ('A'and 'B') tend to undertake a much 'wider variety' of activities (maybe because they have better means to accessthese) and indulge in the more 'evolved' and 'trendy' formats of these activities (maybe because of the better awareness/exposure to these formats in combination with the better means). In contrast, the lower SECgroups ('C'to some extent and 'D' and 'E' to a larger extent) indulge in relatively fewer and the more basic versions of how these activities can be accomplished. Shopping Orientation and Habits While higher level SECsdo more 'balancing' between trends and needs, shoppers across all SECs consider 'performance quality' as the most important criteria for buying products/services. When it comes to buying things that are trendy, two in three among SEC'A' and 'B' individuals try to strike a balance by choosing the latest products that fit their needs.However, SEC 'E' clearly chooses in favour of the latest and trendy products/services while SEC 'D' is the least bothered about the latest trends and only buys what is needed. When it comes to making decisions about buying products/services, 'performance quality' stands out as the chief decision criteria used to evaluate options by individuals across the SEC spectrum. In fact, the higher level SECs('A'and 'B') and

SEe '(' give.

mme im.!

than the other two SECt ance quality; all the SEC1 importance to 'brand im lowed by 'price' in SEC'C: Different SECindivid ent levels of reliance 0

while taking a final decisl product/service. While S largely use their self-judg product decisions, SEC '(' it more with trusted peop relies on self-judgement. show the highest relativ seek the advice of other opinion seriously into acc ing the final decision.
1

Media Usage SEC 'A' individuals are the users across television, nE and internet at home. In usage at home drops as ( the SEC ladder. In term media, while TV is eq amongst all the SECs,ne ~ and internet usage decline if one goes down the SECIq, Other highlights of medial SECsare: .:. Weekday television vie; similar across SECs.Lig~ ' to one hour per day) , higher among SEC'A: ~ have somewhat more hours or more) televisio weekends.

.:. Radio listenership is mor~ among SEC'A'and '8' and ty of listening to this me<

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Top 10 Preferred Attributes While Buying Products/Services

SECA SECB SECC SECD SECE Attributes Pre- Attributes Pre- Attributes Pre- Attributes PreAttributes Preferred ferred ferred ferred ferred By By By By By Perfor51% Perfor- 59% Perfor54% Perfor32% Brand image 33% manee mance mance mance quality quality quality quality Brand 20% Brand 13% Brand im- 17% Brand image 25% Performance 28% image image" age quality Price 8% Price 15% 14% Price Reputa- 6% 19% Reputation of the tion of the company company Ease of 6% Easeof 5% Easeof 6% Price 11% Easeof usage 7% usage usage usage Reputationof theeompany 4% Price 4% Premium features 3% Design and looks 7% Design and looks 5%

Shopping 4% experienee Design andlooks 3%

Premium features Design and looks

3%

Easeof usage Shopping experience

2%

Easeof usage

6% Reputationof the company Recommended by friends! relatives!colleagues Easeof payment!payment options available

2%

3%

1%

Easeof pay- 4% ment!payment options available Recommended by friends! relatives! colleagues 1%

2%

Premium 2% features

Recommended by friends! relatives! colleagues Shopping experience

3%

Recommended by friends! relatives! colleagues

1%

2%

Reeommended by friends! relatives! eolleagues

2%

2%

Easeof payment! payment options available

1%

Possibil- 0.3% ity of buying online

Premium features

1%

Easeof 0.4% Easeof payment! payment! payment paxment optIOns options available available

1%

The 0.3% celebrity endorsing the brands

Premium features

0.0%

Shop'ping experience

1%

Source: Juxt Indian Urbanites 2009 Study

Businessworld Marketing Whitebook 2010-2011 73