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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
• 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
Families need to be understood by their ‘member
composition’ and ‘lifecycle stage’ to target them
appropriately
The Natural Family Lifecycle StageProgression Model & Segmentation
3-generation joint family
Married couples with the eldest child below 12 years
Married couple with the youngest child above 12
years
Young married couples without any children
Single independents
Middle age or elderly married couples living alone
Div
orc
ee, W
idow
AGE
PROGRESSION
2-generation nuclear family
Family expandsFamily splits
Sin
gle
pare
nt
Marriage
Child birth
Child grows
Child marries and
has child
Unmarried child moves
out
Married child moves out
Parents die
Child moves out
Spouse die
Spousedie/divorce
Spousedie/divorce
Spouse die/divorce
Child marries and moves
out
Child moves out
Free Birds
Nest Builders
Dynasties
Vintage Wines
Baby Sitters
Maturing Mentors
Lone Diggers
* 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 points
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
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
• 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’)
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 Families’ Segmentation Dataset
Rs. 60,000 per Family Segment(all relevant household data but only for one ‘family segment’)
Household Master Dataset
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 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 Families’ Segmentation Dataset
4 Family Segments - Rs. 160,000(all relevant household data for the 3 ‘family segments’)
‘Indian Families’ Segmentation Dataset
All 7 Family Segments - Rs. 200,000(all relevant household data for all the 7 ‘family segments’)
Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey
• 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
Payment Terms & Delivery
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!
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