Juxt Indian Women 2010 Study

7/31/2019 Juxt Indian Women 2010 Study

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Indian Women 2010Demographic, Psychographic & Consumption Lifestyle profiling of Women Consumers in India


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Most recent and representative survey-based estimates of women

consumers in India by their occupationalmarital status segmentation

Estimates based on a very large land survey conducted in AprMay 2010 surveying over 259,000 individuals living in 37,000households in 101 cities and 20,000 households in 1,000+ villages

A highly comprehensive profiling of Indian women consumers - in

their demographics, psychographics and consumption lifestyles

A deeper profiling of various type of women occupational and marital status segments in India and how they differ in theirconsumption lifestyle and preferences includes details about their location and language preferences, socio-economic status,

household and financial assets ownerships, monthly and annual household expenditure on main spend heads, personal and household

level consumption of some lifestyle products along with brand preferences, psychographic profile, regular lifestyle habits and

preferences, holiday and entertainment preferences, shopping orientation & preferences, media usage, .

Demographic and socio-economic profiling is based on all women individuals living in the surveyed households. Psychographic and

consumption lifestyle profiling is based on information ofwomen respondents who answered on behalf of their households

Study Overview


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Study Methodology

A large-scale land survey was conducted to estimate and profile Indian families and their

individual and household consumption behavior. The survey covered towns and villages of all

population strata in all the mainland states and union territoriesin 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 systematicrandom 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 representationweights, as derived from the authentic Govt. of

India base-level population statistics (NSSO/Census), were applied to the survey data


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Segmentation of Women Consumers

Urban Sample Rural Sample

Women Students Unmarried and studying 20,709 11,929

Working Maidens Unmarried and working 1,242 522

Housewives Married and not working 5,810 2,767

Housewife Moms Married with children and not working 34,456 18,580

Working Wives Married and working 534 275

Working Moms Married with children and working 3,151 1,955

(by a combination of their occupational and marital status)


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Topline Findings


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There are only 40 million workingwomen in India (9% of all women). Of the rest,148

million are students and 260 million are housewives

Housewife moms is the largest occupational-marital segment among women

(50%) with an average age of 37 years

2 out of 3 working women are also workingmoms

Half of all the gainfully employed women in India are unskilled workers. Only 1

in 10 works in the corporateworld

Southern region contributes the highest proportion of working women. Marathi andTamil reading women form a noticeable proportion of working women

A World of Housewives & Moms


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Housewives/Housewife moms show better SEC profiles (belonging to SEC A,B and C)

than working wives/working moms

They have higher avg. monthly incomes in the family (and better household asset

ownership levels) than the households with working wives/working moms

2 out of 3 urban working wives/moms live in the smallest tier 4 towns. A

relatively higher proportion of housewives/housewife moms live in bigger cities

Housewife moms highlight playing with children as their favorite pastime at

home noticeably more than the working moms

The housewives are better-off!


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After money different women segments show distinct secondpriority in their

lives (self-education for women students, status/fame for working maidens, childrens education for

housewife/working moms, family for housewives and health for working women)

Women without children prefer to hang out with friends more, while women

with children prefer to visit relatives/neighbors relatively more

Working wives/moms see themselves as least physically fit. These segments

also show the highest relative incidence of lifestyle diseases

Working wives have the lowest self-perceptions of their attractiveness, and

they claim to use personal care/cosmetic products the least. They also consume

processed food the least

Different drives, different lifestyles


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Working wives are relatively the most price conscious, working maidens and

women students the most brandimage and trend conscious

Cookery is the biggest hobby among housewife moms and working wives,

cinema/films is the biggest hobby among the other women segments

Though soap TV channels are most popular among all women segments, they

are relatively less popular among working wives. Music channels are relatively more popularamong women students/working maidens. Radio is most popular among the housewives

While Sonia Gandhi is the most admired living celebrity among all the women

segments, women maidens look up to younger men more (Sachin, Dhoni, Rahul Gandhi)

Different lifestyles, different likes


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Working maidens have the highest avg. monthly family income (Rs. 8,555), and

live relatively more in the metros (but they form only 2% of all women)

They are the most educated lot, tend to work in the corporate world relatively

more, and have the highest penetration of internet at 5%

They also show the highest relative penetration levels of the mainline

household assets, and a noticeably higher ownership of scooters (10%)

They appear to be the most outward-directed in their personality (working wives the

most inner-directed), most brandimage and trend conscious, and claim to be the

most frequent shoppers

The niche Women Maidens!


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Report Details


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The findings of the Indian Women 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 individual consumers master dataset

Indian Women 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 consumer

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


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Indian Shoppers

Shopping Orientation & preferences

Juxt India Consumer Landscape Syndicated Study Datasets

Product CategoryDatasets

India Mobile Mobil Service &Handsets

India Bytes Personal Computers

India Drives Automobiles

India Banks Personal Banking

India Insured Life, Gen Insurance

India Plugged Home Durables

India Drinks Alcoholic Drinks

India Smokes Cigarettes

India Grooming Personal Care

India Pack FoodiesProcessed

Food

Individual Consumer MasterDataset

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 Urbanites Urban SECs

Indian Ruralites Rural SECs

Indian Families Family composition & lifecycle stage

Indian Generations Generational Age groups

India Spending Powers Ability to Spend

India Consumer Lifestyles Ability to Spend +Inclination to Spend

India Affluents The Uppies & The Rich

Indian HOH Chief Wage Earners of the Households

Indian Women Women Consumers

India Investing The Financial Investors

Dominant & Integrated Media Usage

(TV, Print, Radio, Internet)

Holidays & Travel

India Holidays

Consumer SegmentDatasets


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Pricing*

* 10.3% service tax extra

* Key Findings PowerPoint Report for any dataset (only on order) Rs. 50,000 per dataset

Single Supplementary Datasets

Combo Datasets

Note: Reporting of any segment level dataset is subject to collection of sufficient sample responses at that segment level in the survey

+ Rs. 700,000

Individual Consumer Master Dataset

Rs. 600,000

(All available data on women consumers individually)(All available data on individual consumers)

(At all geographic levels all India, urban, rural, state-

wise, town class-wise, village class-wise, urban

district-wise for top 25 urban districts)

Indian Women Segmentation Dataset

Rs. 60,000 per Women Segment

(all relevant individual level data but only for one women segment)


3 Women Segments - Rs. 150,000

(all relevant individual level data but only for 3 women segments)


All 6 Women Segments

Rs. 200,000


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

Delivery Timeline : Indian Women Segmentation Datasets

3 days from date of order after 15th September 2010

: Individual Consumers Master Dataset

Anytime on order after 15th September 2010

: PowerPoint Report

1 week per dataset report each from date of order after 30th August 2010

Reporting Format : Query access based online dataset

Payment Terms & Delivery


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Size estimates of Occupational-Marital Status Women Segments(All India, Urban/Rural, Zone-wise, State-wise, City-type wise, Village-type wise, For top 25 urban districts)

Size estimates of total women in India, Size estimates of each of the 6 occupational-marital status women segments (Women

Students, Working Maidens, Housewives, Housewife Moms, Working Women, Working Moms), Their proportion in the total women

population

Geographics

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

Personal Profile (only demographic profile based on all women members of the household, other profile details based on profile ofonly the women respondent answering for the household)

Personal Demographics: Gender, Age, Marital Status, Generational classification by age, Status in the household (CWE or other

earning member or dependent member of the household), Occupation, Education, Medium of Education, Preferred language of

reading

Personal Psychographics: Self perception of own physique (physical fitness and looks), 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

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

Indian Women 2010

(Information Coverage)


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Personal Consumption Lifestyle Orientation

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 deciding to buy products/services)

Level of consumption Impulse (how inclined to keep abreast with lifestyle trends, buy whats 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)

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, no. of handsets used, handset price, type of connection plan, 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 if used at home

Internet: whether an internet user, place from where accessing internet, whether uses internet on mobile phone

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

Insurance: whether has a life insurance policy and how many

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

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)

Indian Women 2010



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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 & trouser, Watch, Air Travel, 3 star+ hotel stay)

Some Products in rural households only (Packaged Biscuits, Refined Oil, Butter, Jam, Packaged Pickles, Battery/Cell, Travel by train,Stays in a hotel, 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 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 of treatment for these lifestyle disease

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)

Personal Media Usage (of only women respondents answering for the household and not of all women members of the household)

Type of TV content watched and the most watched TV channels for each type (Entertainment/Serials/Reality Shows, News, Movies,

Music, Business News & Info, Spiritual/Devotional, Sports, Cartoon)

Type of newspaper/magazine read and the most read brands for each type (Regular Newspaper, Business Newspaper, Regular Magazine,Business Magazine), Most listened to radio channels

Indian Women 2010



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Indian Women 2010


Households Socio-Economic Profile

Family size, Family classification by lifecycle stage, Highest occupation and education level in the household, Neo-SEC Classification,

CWE Occupation, CWE 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)

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)


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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
mailto:[email protected]://www.juxtconsult.com/http://www.juxtconsult.com/mailto:[email protected]


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Thank You!

Documents

Juxt Indian Women 2010 Study