Great Indian Families Study 2010

Segmenting and understanding Indian Families by their ‘Lifecycle Stage’

 Highlights!
• The first study in India to introduce a ‘family composition’ and ‘family lifecycle
stage’ based segmentation and profiling of Indian families

• A segmentation that takes into account the evolving ‘status’ and ‘needs’ of a
family with the changing age and status of its members

• Size estimation and profiling of Indian families into 7 such ‘lifecycle stage’ family
types based on one of the largest single surveys in the country (covering over 250,000
individuals living in 57,000 families across all regions and states, using ‘2-stage random sampling’ methodology)
 Family Chief Wage Earner
Families need to be understood by their ‘member composition’
and ‘lifecycle stage’ to target them appropriately

• Consumers live their lives as ‘families’ and not households. And family consumptions get driven by ‘all the
people’ living in them and not just by the ‘chief wage earner’ of the house. Therefore, how a family consumes gets
defined as much by the ‘family composition’ as by its ‘ability to spend’

• There is no ‘stereotypical’ or ‘average’ Indian family as a consumption entity out there in reality. A
‘single independent’ person consumes very differently from a ‘married couple without any child’, who in turn
consumes very differently from a family that has a ‘small kid’ in the house, who in turn consumes very differently
from a family that has grown up child in the house

• Families split or expand in a ‘natural’ cycle, moving in a dynamic ‘lifecycle’ progression. A family’s
‘status’ and ‘needs’ change and evolve with the changing age and status of its members. This makes the
consumption patterns of families dependent on the ‘lifecycle stage’ it is in, apart from the size and composition of
the family
 The Natural Family Lifecycle Stage
Progression Model & Segmentation
Free Birds
Single independents

Divorcee, Widow
Child moves out
Unmarried child
moves out
Marriage A
Spouse die/divorce
G
Young married couples
E
Nest Builders without any children Child marries
and moves out

Child birth
P
Married child
moves out Baby Sitters R
Spouse Lone Diggers O
Married couples with the eldest die/divorce
G

Single parent
child below 12 years
R
3-generation joint family Child grows 2-generation nuclear family E
Married couple with the youngest S
Dynasties child above 12 years
Spouse
die/divorce
S
Child marries I
Parents die and has child Maturing Mentors
O
Child moves out
N
Family expands
Middle age or elderly married
couples living alone Spouse die
Family splits Vintage Wines

The family segments in the ‘natural family lifecycle stages’ model are derived from the member composition of the family, and defined by a combination of the
age and marital status of all members present in the family (and sharing the same kitchen) and not just by the age and marital status of the chief wage earner

* Note – The model is indicative of the main natural transition points between family types. It is not meant to be an exhaustive depiction of all possible transition
 Study Overview
 Most recent and representative survey-based estimates of the ‘Indian
families’ by the lifecycle stage they are in
Estimate 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 families in 101 cities and
20,000 households in 1,000+ villages – a total of over 57,000 households

 Most comprehensive profiling of Indian families – in their demographics,

economic status and consumption lifestyles
A deeper profiling of how Indian families in different lifecycle stages are distinct from each other, including
details about their location, economic status, household and financial assets ownerships, monthly and annual
household expenditure on main spend heads, holiday and entertainment preferences, media usage and
household consumption and brand preferences
 Study Methodology
 A large-scale land survey was conducted to estimate and profile Indian families and 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), were applied to the survey data
 Reporting
• The findings of the ‘Indian Families 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’

‘Indian Families 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’)

Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey
 Juxt India Consumer Landscape Syndicated Study Datasets
Master Datasets Consumer Segment Product Category
Datasets Datasets

Indian Urbanites Urban SECs

Mobil Service &
India Mobile Handsets
Household Master Dataset
Indian Ruralites Rural SECs

All Household Profile Data India Bytes Personal Computers

Indian Families Family composition & lifecycle stage

India Drives Automobiles

Individual Consumer Master
Dataset Indian Generations Generational Age groups

India Banks Personal Banking

All Individual Profile Data
India Spending Powers Ability to Spend

India Insured Life, Gen Insurance

Indian Shoppers Ability to Spend +
India Consumer Lifestyles Inclination to Spend
Shopping Orientation & preferences
India Plugged Home Durables

Indian Affluents The Uppies & The Rich

India Holidays India Drinks Alcoholic Drinks

Holidays & Travel

India Investing The Financial Investors

India Smokes Cigarettes

India Societal Landscape India Hooked Dominant & Integrated Media Usage
(TV, Print, Radio, Internet)
Language, Community, Caste, Religion India Grooming Personal Care

Indian HOH Chief Wage Earners of the Households

Processed
India Health Check India Pack Foodies Food
Lifestyle Diseases & Medication Preferences
Indian Women Women Consumers
 Pricing*
Master Datasets Consumer Segment Datasets

Single Datasets

‘Indian Families’ Segmentation Dataset

Rs. 60,000 per Family Segment
(all relevant household data but only for one ‘family segment’)

Combo Datasets

‘Indian Families’ Segmentation Dataset

Household Master Dataset 4 Family Segments - Rs. 160,000
(all relevant household data for the 3 ‘family segments’)
Rs. 400,000
(All available data at the household level)
(At all levels – all India, urban, rural, state-
wise, town class-wise, village class-wise, urban ‘Indian Families’ Segmentation Dataset
district-wise for top 25 urban districts) All 7 Family Segments - Rs. 200,000
(all relevant household data for all the 7 ‘family segments’)

* Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset
Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey * 10.3% service tax extra
 Payment Terms & Delivery
• Payment Terms : 50% advance, 50% after delivery of all datasets/reports

• Delivery Timeline : ‘Indian Families’ Segmentation Dataset

3 days from date of order after 5th August 2010

: Household Master Dataset

Anytime on order after 5th August 2010

: PowerPoint Report

1 week per dataset report thereafter from date of order

• Reporting Format : Query access based online dataset

 Indian Families Dataset
(Information Coverage)

Size Estimates of Indian Families

• Sizes of ‘family segments’ by lifestyle stage in India, Total Individuals living in such families

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

Socio-Economic Profile
• Family size
• 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)
• Religion , Community, Caste, Preferred language of reading

Economic Status
• Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, Households with foreign
remittances as source of income and country from where such remittances received
• Average per capita household income, Spending power classification
• Ownership status of house living in, Size of the house living in (carpet area)
• 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)
 Indian Families Dataset
(Information Coverage)

Family Consumption & Lifestyle Profile

• Household assets– Current ownerships, Planning to buy in next 1 year (House, Land, Bicycle, B/W TV, Air Conditioner, Microwave, Music
system, Portable music player, VCD/DVD player, Regular Camera, Digital Camera, Video Camera, Video Games, Food processor, Water
purifier, Toaster/Sandwich maker, Power backup, Landline phone, Tractor, Tube well/Pump, Transistor/Radio)
• Type of household asset and brand owned currently, Type of asset and brand likely to buy in next 1 year (Color TV, TV Connection,
Fridge, Washing Machine, Water purifier , Car, Motorcycle, Scooter, Computer)
• 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)
• 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,
Cosmetics/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)
• Annual allocation to Investments, Investment status classification of the HH
• Loans currently running in the household (both number and type of loans), type of loan likely to take in next 1 year
• Users per household – computer users, internet users, mobile users, saving account holders, credit card holders, life insurance policy
holders, drive automobile, drink alcohol, smokers, suffer from a serious lifestyle disease
• Personal Care products 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)
 Indian Families Dataset
(Information Coverage)

• Processed Food products and brand used (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)
• Lifestyle products and brand used (Jeans, Sports shoe, Readymade shirt & 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)
• Holidaying - whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad, frequency of
taking such holidays, favorite destinations

Personal details of the CWE and other members of the family (only demographic profiling on ‘all
members’ of the household, rest of the profiling only on the ‘respondent’ answering for the household)

• Demographics - Gender, Age, Marital Status, Preferred language of reading, Education, Occupation
• Psychographics - Favorite indoor entertainment activities, Favorite outdoor entertainment activities
• Health Profile - Whether any family member suffers from any serious lifestyle disease (Low Blood Pressure, High Blood Pressure,
Diabetes, Thyroid Problem, Arthritis, Chronic Bronchitis/Asthma, Spondylitis, Obesity, Piles)
• Media Usage - Usage of 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
 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 : sanjay@juxtconsult.com

• Website : www.juxtconsult.com
Thank You!