Indian Consumer

Spectrum
Indicus Analytics
 The Segment Analysis
Grid
ChangingRequirements
Changing Requirements
Marrie
Marrie Marrie d with
Marrie Marrie d with d with grown Retire
Marrie d w/o d with young grown up d
Household d w/o child Young childr up childr (single
child in childr en in childr en in Marrie s/coup
Head/

SEGMENT A1
Single in nuclea en in nuclea en in nuclea d with les
Chief-Wage
Increasing Abilities

with joint Single r joint r joint r marrie living

Earner family family Alone family family family family family d child alone)

Unskilled Worker                    
Primary
educated skilled
worker                    
School Educated
Skilled worker                    
School Educated
Businessman                    
Graduate /PG
Skilled Worker                    

Graduate/PG
Professional                    
Graduate/Executi
ves Managers                    

Graduate/PG
Businessman                    

Residuals                    
 Derived Consumer
Segments
Life Stage Younger Years Middle Years Older Years

grown up children
(Nuclear Family)
Married without

Married without

(singles/ couples
young children

young children
Single (Family)

child (Nuclear

(Joint Family)

married child
Single Alone

Married with

Married with
Married with

Married with

living alone)
child (Joint
Education

Family)

Family)

Retired

SEGMENT A1
Household Head/
Chief-Wage Earner

H1
Unskilled Worker
Less Educated

Primary Educated Skilled

G1 G2 G3 G4 G5
worker
School Educated Skilled
F1 F2 F3
worker
School Educated
E1 E2 E3 E4 E5 E6 E8
Business man
Graduate/ PG Skilled
D1 D2 E7
worker
Highly Educated

Graduate/ PG
C1 C2 C3 C4 C5 C6
Professional
Graduate Executives/
B1 B2 B3
Managers
Graduate/ PG
A1 A2 A3 A4 A5
Businessman
Residuals
 SEC Profile- Overlaid on the consumer segment grid

grown up children
(Nuclear Family)

(singles/ couples
Married without

Married without

young children

young children
Single (Family)

child (Nuclear

(Joint Family)

married child
Married with

Married with

Married with
Single Alone
SEC Group

Married with

living alone)
child (Joint
Household

Retired
Family)

Family)
Head/ Chief-Wage
Earner

SEGMENT A1
SEC E H1
Unskilled Worker

SEC D Primary Educated Skilled G1 G2 G3 G4 G5

worker

SEC C School Educated Skilled F1 F2 F3

worker

SEC B School Educated E1 E2 E3 E4 E5 E6 E8

Business man

SEC B Graduate/ PG Skilled D1 D2 E7

worker

SEC A Graduate/ PG C1 C2 C3 C4 C5 C6
Professional

SEC A Graduate Executives/ B1 B2 B3

Managers

SEC A Graduate/ PG A1 A2 A3 A4 A5
Businessman
Residuals
Summary Statistics
Group Profile
85,000(0.11%) Indian Households

This segment consists of singles and married couples

SEGMENT A1
with no kids. The chief wage earners havegood
educational background and havetheir own business
majorly in wholsale and retail trade.

Chief WageEarner
Age(Median): 30 Yrs
Marital status: 61 % Married
Education: 87 % Graduate
Industry: (Major) 31 % Wholesale and Retail Trade
Enterprise: 94 % Proprietorship
Occupation: 100 % Self Employed

A1
Summary Statistics
Spouse
Education 53 % Graduate
Occupation 45 % Homemakers

SEGMENT A1
Adult members
Education 51 % Graduate
Employment 73 % One person employed

Population 222,000
Household Size 76 % Two Persons
Minors 94 % No Minor
Seniors 87 % No Senior
Gender Ratio 801 Females/ thousand males
Family Type 48 % Dynasties

A1
 Segments
Alpha code denotes skill and
Alpha numeric earnings

SEGMENT A1
codes potential of the chief wage
earners,
A1 A2 A3 A4 A5
A denotes the highest level
and H the lowest
B1 B2 B3
C1 C2 C3 C4 C5 C6
D1 D2
Numeric code denotes the
E1 E2 E3 E4 E5 E6 E7 E8 life stage of the chief
wage earners and his/ her
F1 F2 F3 needs, 1 is the entry level
usually singles
G1 G2 G3 G4 G5
H1
The entire consumer segment is available on
order, for all the 33 segments.
Segment details consist of:

SEGMENT A1
1. Chief Wage Earner’s Profile
•Age - Proportions in various age categories (19-24 years, 25-
34 years, 35-44 years, 45-54 years, 55-64 years, > 64 years)
•Marital Status - Proportions - Never Married, Currently
Married, Wodowed, Divorced
•Education - Proportions in 10 classifications ranging from
illiterate to post graduates & above
•Proportions working in 6 industry types - manufacturing,
wholesale & retail trade, etc.
•Type of Enterprise they work for - Proportions in
Proprietorship, Partnership, Govt/ PSU, Public/ Private Ltd, Not
for Profit, etc.
•Occupation Type - Proportions self employed, employees,
2. Household profiles

SEGMENT A1
•Gender distribution for 4 age categories - <18 years, 18-24
years, 25-45 years, > 45 years
•Proportions of various household sizes - 1, 2, 3, 4, 5, and > 5
member households
•Composition - Minors (proportions having none, 1-2, and
more than 2), Senior citizens (proportions having none, 1-2,
and more than 2)
•Adult members of the households - Proportions in 10
classifications ranging from illiterate to post graduates &
above
•Members employed - Proportions of one, two and more than
two members of the household employed
……continued
3. Chief Wage Earner’s Spouse
•Education - Proportions in 10 classifications ranging from

SEGMENT A1
illiterate to post graduates & above
•Occupation - Proportions in 5 classifications home makers,
students, employed, seeking employment, others

4. Other Characteristics

•Social group representation in the segment - SC, ST, OBC,

General
•Income distribution
•Spending Pattern across 5 major categories, and further
expansion with each of the 5 major categories (3 to 5 in each)
•Residences - Rented residences v/s owned residences,
Apartments v/s independent houses
•Asset ownership - 4 wheelers, 2 wheelers, TV, Refrigerator,
Air Conditioner
 Please send your inquiries to:
Indicus Analytics Pvt. Ltd.
2nd Floor, Nehru House, 4 Bahadur Shah Zafar
Marg

SEGMENT A1
New Delhi- 110002. Phone: 91-11-42512400/01
E-mail: products@indicus.net
www.indicus.net

Other Indicus Products

Market Skyline of India 2008-09
City Skyline of India 2008-09
City Skyline of India – neighbourhood series – 2008-09
Housing Skyline of India – 2008-09