TGI 08 Introduction[1]

8/14/2019 TGI 08 Introduction[1]

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Welcome to TGI

An international network of harmonized market and media research surveys, present in over 60 countries

around the world, TGI offers an extensive and flexible range of solutions to meet your marketing needs. For

example, TGI can tell you:

How your customers think

What drives customer choice

What you need to know when launching a new product

Your ideal marketing partners

How your brand could enter a new territory

About TGI:

TGI provides invaluable, comparable product, brand, media, attitudinal and demographic data for over 60

countries across 6 continents. TGI can help you find the answers to all types of marketing questions,quicklyand flexiblyBy accessing TGI data, clients have extremely valuable information at

their fingertips for all their marketing analysis and planning.

Whatever the priority: whether it is consumer profiling, market

segmentation, targeting, re-positioning, market entry, product

development, brand insight, cross- promotions or media planning

Who uses TGI?

Brand Owners, their Creative, Media, Direct Marketing, PR and Promotions agencies and Media Owners use

TGI extensively to help them develop more efficient marketing strategies and advertising campaigns.

The TGI Survey:

The TGI survey collects information on many different aspects of its respondents.

Not only do we ask our respondents about their product and brand use but also

about their leisure activities, their use of services, their media exposure and

preferences, their attitudes and motivations and of course demographics. This means

that the data available to you is extremely broad and flexible, presenting virtually

endless opportunities for market analysis and segmentation and helping you develop

your targeting and consumer understanding.All TGI data is weighted to match known demographic profiles, and our media

measures either constitute national media currency themselves, or are re-weightedto match the accepted currency.


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TGI 2008

Post the four rounds of TGI in India, we were flooded with requests for increasing

the frequency of this study and respecting your sentiments we have decided to

make TGI a yearly affair from the eighteen monthly one earlier.

Announcing the next round of TGI TGI 2008 released in February 09

[email protected]@imrbint.com


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TGI 2008 A single source marketing, communication and planningtool

IMRB International had launched Target Group Index (TGI) in India in 2001. TGI isan international product from Kantar Media Research (KMR) WPPs specialistglobal research agency offering media research services. KMR offers TGI in 60 pluscountries and is widely used by Advertising agencies, Media owners and Advertisersround the world.

TGI is the largest single source database offered in India till date, combiningproducts, brands, media, demographics and lifestyles. Subsequent to the successfullaunch in 2001, IMRB International did three more rounds of TGI viz; TGI 2003, TGI2005 and TGI 2007.

IMRB International now presents to the industry the fifth round of TGI - TGI 2008.

This note covers comprehensively all that TGI 2008 has to offer:

TGI 2008covers more than:

200 categories 3000 brands 40 radio stations 250 television channels 195 lifestyle statements

Truly, its analysis possibilities are limitless!

Why is TGI important?

TGI is important because it enables practitioners in marketing, whether they aremanufacturers, advertising agencies or sellers of media to improve their existingbusinesses and obtain new business.

Marketing

TGI identifies heavy, medium and light users as well as non-users of a category ina vast range of product categories and sub-categories and links them up todemographics, media and lifestyles. So, it is possible to explain who these peopleare, what their attitudes are and what media vehicles are best to reach them.

Looking at brand usage, it is possible to identify some elements of brand loyalty by

examining:

Solus users Those who prefer the brand over others but also use other brands Those who are more casual in their use of a brand

So, it is possible for a marketer to know for his brand who his users are, what theyread, watch and listen to and what their attitudes are. He will also have the sameinformation about his competitors.


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Advertising Agency

To an advertising agency, another use of TGI is acquisition of new business. TGI is areadymade library of products, brands, demographics and media data and offersenormous potential for new client prospects.

Media Owner

Buying and selling of media today is even more concerned with cost effective andaccurate targeting of an advertisers product.

From the media owners point of view, he must not only know who his audience is,but also how that audience fills the requirements of the market place.

Just as TGI provides advertising agencies with the expertise to define markets, thesame tools provide the media owner to relate his audience to the advertisers target.

TGI 2008

Coverage

TGI 2008covers:

Metros:

North Delhi, Lucknow, Kanpur, Ludhiana, Jaipur

West Mumbai, Ahmedabad, Pune, Surat, Indore

South Chennai, Bangalore, Hyderabad, Cochin

East Kolkatta, Patna, Bhubaneswar

190+ Urban towns (classified into


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Sample size

The total sample size for TGI 2008 isabout 31,000 of which SEC A and B wouldaccount for about 75% of the sample. Over-sampling of higher social classes was

deliberate to capture usage of high end products and brands.

Topics covered

TGI 2008covers the following broad areas:

1. Food

2. Household Products

3. Pets and Pet Food

4. Pharmaceutical & Chemist products

5. Toiletries and Cosmetics: Women & Men

6. Non-Alcoholic Drinks

7. Alcoholic Drinks

8. Sweet & Salty snacks (including confectioneries)

9. Tobacco Products

10. Motoring

11. Shopping, Retail and Clothing

12. Sports and Leisure13. Holidays and Travel

14. Financial Services

15. Communications & Internet

16. Appliances and other Household Durables

17. Electronics and other Personal Items

18. Lifestyle

19. Attitudes and opinions regarding self, family, media, advertising, brands, health,etc

20. Media consumption21. Demographics


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APPENDIX : TOPICS COVERED

The specific categories covered in the TGI are as follows:

Products for individual consumption / use

(Information: Eaten/used in the last 12 months, frequency of use, brand usedmost often and others)

Food

1. Ice creams2. Chocolates3. Toffees, candies, lozenges4. Mint and mouth fresheners

5. Chewing gums / bubble gum6. Chips/wafers7. Potato/corn/rice puffs8. Other snack items (like dalmoth, sev, mixture)9. Biscuits10. Breakfast cereal11. Butter12. Cheese and Cheese spread13. Margarine/Low fat Butter14. Mayonnaise/Sandwich spreads15. Salad Dressings16. Soup17. Tomato Ketchup

18. Instant Noodles19. Instant Pasta20. Ready to eat meals21. Branded & packaged yoghurt/Dahi22. Packeted & Tinned Peanuts, Cashews & other nuts

Soft Drinks / Mineral water / Tea / Coffee (Non alcoholic drinks)

23. Fruit drink / juices24. Ready to drink Flavoured milk and lassi25. Colas (like Pepsi, Coke)26. Other fizzy soft drinks (like Sprite, 7 up)27. Soda

28. Bottled mineral water29. Tea30. Coffee31. Ready to drink Fruit & Vegetable Juices32. Energy Drinks33. Glucose powder34. Fruits/Squashes/Cordials/Concentrates/Powders35. Iced Tea


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OTC products, health supplements and others

36. Ailments and Complaints37. Cold and flu remedies38. Throat lozenges39. Cough Mixtures40. Acidity and indigestion remedies41. Laxatives for constipation42. Pain killers (headaches and other pain)43. Rubs, balms & pain killing sprays44. Mouthwash and gargles45. Artificial sweeteners (like saccharine)46. Honey and Chyawanprash47. Vitamins and other supplements48. Antiseptic lotions for personal use49. Medicated/antiseptic creams for personal use/50. Condoms (Males)51. Medicines for Dust, Pollen & other allergy52. Health & Fitness

Toiletries

53. Toothpaste54. Tooth powder55. Toothbrush56. Talcum powder57. Toilet / bathing soaps58. Shampoos59. Hair oil60. Moisturising creams, lotions / gels, cold creams61. Fairness and turmeric creams62. Cleansing creams and lotions

63. Hair styling products64. Hair colourants65. Deodorants (roll on / spray) excluding after shaves / perfumes66. Expenditure on toiletries and skin care products67. Liquid soaps for washing hands68. Shower Gels69. Hair Conditioners70. Hair & skin type71. Body Creams & Lotions72. Face washes & Scrubs73. Hair sprays74. Henna / Mehandi75. Hand Creams & Lotions


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Only women

76. Details on

Length of hair

Visit to beauty parlour

77. Body sprays / perfumes78. Shaving & hair removing products79. Nail polish80. Eye make up (kajal, eye liner, mascara)81. Face powder and foundation (liquid)82. Lipstick83. Blushers & highlighters84. Bleaches at home85. Sanitary napkins/tampons/liners86. Expenditure on skin care products87. Foundation

Only Men

88. Razors / razor blades89. Shaving cream, soap, foam, gels90. After shave / sprays / cologne91. Expenditure on toiletries and skincare items92. Male grooming activities

Alcohol (Adults 18+ years)

93. Alcoholic drinks94. Beer & lager95. Wine96. Rum

97. Whisky98. Brandy99. Gin & gin pre mixed100. Vodka & vodka pre mixed101. Liqueurs / other alcoholic drinks

Tobacco(18+ years)

102. Cigarette103. Zarda, Gutkha, Pan Masala


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Products for household consumption / use

(Information: Used in last 12 months, frequency of use, brand used most oftenand others)

Food1. Cooking oil2. Vanaspati3. Ghee4. Tea5. Coffee6. Biscuits7. Liquid milk8. Health food drink9. Powdered milk / whitener10. Flavoured milk in large Tetra packs11. Fruit juices in large Tetra packs12. Baby milk13. Baby food14. Condensed milk15. Instant noodles16. Other noodles, macaroni, spaghetti, vermicelli (sevai / semai)17. Bread18. Breakfast Cereals19. Atta20. Salt21. Packet branded spice powder / pastes22. Butter23. Table margarine

24. Cheese25. Jams26. Marmalade27. Pickles28. Tomato ketchup/sauce29. Mayonnaise / Salad dressing and other sauces30. Squashes / sherbets / concentrates31. Custard powder32. Jelly powder/crystal33. Ready to eat packaged food34. Ready to eat chopped vegetables35. Tinned and packet soups/soup mixes36. Baking powder

37. Cornflour38. Snack mixes ( like dhokla, vada, dahi vada, dosa, idli, adai, uttapam, upma,poha)

39. Cake mix / pudding mix / gulab jamun mix / kulfi mix40. Basmati rice41. Soft drinks for serving at home42. Ice cream in tubs and blocks43. Packaged meat and fish (bought uncooked or ready to fry or ready to eat)


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Food (contd)44. Sweets from halwai45. Microwave/ pressure cook popcorn46. Packet frozen vegetables & paneer47. Vegetables and fruits in bottles and tins48. Honey and chyawanprash49. Instant Pasta50. Packet Pasta51. Packeted mixed spice powder52. Ginger/Garlic paste53. Tamarind Paste54. Curry Paste55. Tomato Puree56. Conserve57. Chutneys58. Salad Dressings59. Willingness to pay a premium for packaged food

Non-food60. Powder, cakes & liquids for washing clothes61. Post-wash - blue62. Post-wash - instant starch / stain removers / fabric softeners63. Post-wash - bleach64. Toilet / bathing soaps65. Liquid soaps for bathing / washing hands66. Toothpaste67. Toothpowder68. Toothbrush69. Household insecticides70. Products for cleaning floors/tiles/bathrooms/toilets/commodes71. Products for cleaning utensils

72. Dish washing powder, bars, liquids, pastes73. Scrubbing pads74. Shoe polishes and cleaners75. Disposable nappies76. Baby talc77. Aluminium foils / cling wraps78. Air freshener79. Match Box80. Liquid soap for washing clothes81. Fabric Conditioners82. Stain Removers/Products for Cuffs and Collars83. Antiseptic liquid for household use84. Glass or plastic metal surface cleaners

85. Blocks in cisterns86. Ziplock bags87. Furniture polish/Metal Polish88. Toilet paper


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Durables and Related products

1. Products in home (53 items)

Currently owned

Decision maker in purchase

Bought in last 12 months

Intention to buy in next 12 months (for some items)

Detailed modules (including brand information) on

2. Television sets

3. Cable / satellite connection

4. DTH connection

5. VCR/VCP/VCD/DVD player

6. Digital diary / personal electronic organiser

7. Microwave oven

8. Electrical light, bulb/tube light

9. Radio, music playing equipment, ipods, MP3 players10. Records, tapes and compact discs

11. Washing machines

12. Refrigerator

13. Air conditioner

14. Telephones

15. Use of phone booth / call box / pay phone

16. Mobile phones

17. Cameras & photographic accessories

18. Film and film processing

19. Dry cell batteries

20. Personal computer at home

21. Personal computer at work22. Computer games

23. UPS and Gensets

24. MP3 Players

25. Video camera / camcorders

Computer Courses and others

26. Computer education

27. Other courses


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Cars and 2-wheelers

28. Car ownership

29. Car insurance

30. Car driving

31. Car fuel

32. Car lubricants33. Car battery

34. Car tyres

35. Car CNG/LPG kits

36. Car accessories

37. Driving license

38. Commercial vehicle ownership

39. 2 Wheeler ownership

40. 2 Wheeler Insurance

41. 2 Wheeler Driving

42. 2 Wheeler fuel

43. 2 Wheeler lubricants

44. 2 Wheeler battery45. 2 Wheeler tyres

Travel and Leisure

1. Holiday travel in India

2. Holiday travel outside India

3. Air travel

4. Air miles

5. Airlines traveled and feedback on the same

6. Hotels

7. Travel to work

8. Travel on business

9. Air travel on business

10. Car rental

11. Business decisions taken or not

12. Business trips abroad

13. Travelers cheques


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Leisure, Interests and Activities

1. Sports & leisure activities participation and interest in the last 12 months

2. Theatre, music and art - attendance

3. Theme parks visited or not4. Eating habits veg / non veg

5. Eating out in restaurants incidence and frequency

6. Fast food restaurants / home delivery - incidence

7. Pubs and liquor bars incidence and frequency

8. Visits to Malls incidence, frequency and activities done

9. Coffee Bar

10. Discos incidence and frequency

11. Clubs incidence and frequency

12. Type of movies watched

13. Type of music listened to

14. Weekday activities

15. Health and fitness16. Time diary record hour wise activity yesterday

17. Housework participation in

18. Shopping for fresh foods incidence and place

19. Shopping for groceries incidence and place

20. Ice Cream Parlours

21. Gifts

Home

1. House details

2. Home painting

3. House construction / extension cement / rebars used

4. Sanitary-ware / bathroom fittings

5. Modular Kitchen cabinet

6. Electric Kitchen chimneys

7. Branded furniture

8. Floor / wall tiles

9. Power cuts10. Fuel and others


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Apparel, Footwear, Jewellery and others

1. Clothes for men including expenditure

Readymade trousers

Readymade shirts Material for suits, trousers, shirts

Branded readymade coats, suits, jackets, blazers

T-Shirts

Readymade sweaters, pullovers

Innerwear

2. Clothes for women including expenditure

3. Body warmers

4. Jeans

5. Shoes, sandals, slippers

6. Sneakers, sports shoes, trainers

7. Hawai slippers

8. Rubber PVC Shoe/Slippers/Floater/Sandal9. Watches

10. Jewellery

11. Luggage and briefcase

12. Pen13. Greetings cards14. Toys bought15. Large shops16. Book shops17. Music Store18. Alcohol purchase for home consumption

Savings and Investments

1. Bank accounts primary account, most preferred bank

2. Telephone banking

3. Credit cards / ATM cards / Debit Card

4. Stocks and shares

5. Loans

6. Investments Government related / Non-Government related

7. Mutual funds

8. Health / medical Insurance9. Life insurance10. General insurance (excluding medical)11. Annual Income


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Attitude and opinion

1. Lifestyle attitudes (Yes, No type statements)2. Attitude towards Media, Finance, Food, Electric / Electronic equipment,

Shopping, New age shopping (retail), Drink, Travel, Diet / Health, Home,Personal appearance, Environment and other General statements (on a 5-pointagree disagree scale statements)

3. Health Opinions regarding health physical or mental Chronic lifestyle diseases profile of people in family who suffer from those

diseases What being healthy means to respondent Self rating of physical fitness and mental alertness Faith in alternative medicines for treatment of health problems Giving up smoking (18+ , smokers)

Media consumption

1. Press Languages read Number of issues read or looked at recently for each publication Last occasion on which a specific publication was read For publications read within the issue period (eg : 1 month for monthlies)

Place of reading the publication (On last occasion)

Read own copy or borrowed copy (On last occasion) Time spent reading / looking through the publication (on last occasion)

Number of days newspaper or magazine read in a week

Time spent reading newspaper or magazine on

an average working day in the last week

Sunday / Holiday in the last week

Home delivery : magazines

Topics of interest in newspapers and magazines


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2. Television viewing

Watched TV in the last 3 months

Watched TV in the last 1 month

Number of days watched in an average week

Time spent on watching TV on Saturday in an average week

Time spent on watching TV on Sunday in an average week

Time spent on watching TV on an average working day in an average week

Time slots at which TV watched in the last 1 week on an average working day

Time slots at which TV watched in the last 1 week on Saturday

Time slots at which TV watched in the last 1 week on Sunday

3. TV channels watched

Channels watched nowadays, for at least one hour in a week.

Channels watched in the last 6 months, for at least one hour

Channels watched in the last 7 days, for at least one hour

Channels not watched nowadays, but received on TV

Language in which programmes watched.

Favourite channels for watching news

Favourite channels for watching serials

Favourite channels for watching sports

Favourite channels for watching movies

Favourite channels for watching music programmes

Favourite Hindi / Regional language channels

Favourite English language channels

Type of programme genre watched

Opinion on TV channels


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4. Radio listening

Listened to radio broadcast in the last 12 months

Last listened to any radio programme

Radio station listened to in the last 3 months / 1 month / 1 week

Number of days listened in an average week

Time spent listening to radio on Saturday in an avg. one week

Time spent listening to radio on Sunday in an avg. one week

Time spent listening to radio on average working day in an avg. week

Type of programmes listened to

Languages of radio programmes usually listened to

Languages in which BBC World Service and FM listened to

Place where radio is heard

Frequency of listening to specific radio stations (including all FM stations)

Number of hours spent listening to specific radio stations on an averagelistening occasion (including all FM stations)

Times at which radio listened to on an average working day

Times at which radio listened to on a Sunday / holiday

Favourite FM channels overall, on the weekend, on a week day

5. Cinema / halls

Incidence of watching cinema at halls

Frequency of watching cinema at halls

Last visit to cinema hall

Language of movie watched last

Type (Genre) of movies preferred

6. Word of Mouth

Categories talked about

Amount of WOM

Conviction about brands advertised through WOM

7. Celebrities and Celebrities endorsements

Celebrity association with categories

Celebrity Valued a lot/valued earlier


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8. Internet

Incidence of accessing Internet in the last 3 months

At home

At office Elsewhere

Last accessed the internet

Place where internet accessed from

Number of days internet accessed in an average week

Time spent online in the last one week

On a Sunday / holiday On an average working day

Time spent online on various activities

E-mail

Surfing the net

Chatting

Purchases through the net

Medium through which internet is accessed at home

Amount spent per month if accessed through cable operator

Service provider used to access the internet

Purpose for which internet is used

Search engine used

Downloading of Music

Online Gaming and Downloading of games

Usage of e- cards

Usage of blogs ( create, read, names of blogs)

Usage of networking sites

Wikipedia

9. Other Media

Direct mail incidence of response to

SMS/ MMS Usage and reasons for using

Response to advertising

Outdoor Type of site re-called No. of hrs/ week by mode of transport

Frequency of using mode of transport


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Demographics

1. Age

2. Education3. Occupation respondents and other family members

4. Languages spoken

5. Employment

6. Marital status

7. Children number, age, medium of instruction in school, type of school

8. Family size

9. Income

10. Social Class

Documents

TGI 08 Introduction[1]