The Segments

in
Indian Consumer
Spectrum
Indicus Analytics
 Segmentation
of
Urban Indian Households

Targeting the relevant

consumer
 Purpose
This product has been designed to help
marketers understand the essence of 33
Consumer Segments, which together represent
the entire urban spectrum of India. It highlights
the key features which make each segment
distinctive.

The purpose of this work is to help marketers

devise advertising and communications
strategies and focus their sales and marketing
strategies.
 Segments
Alpha code denotes skill and
Alpha numeric earnings
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 See next slide for the complete
segment grid
 The Segments
Household Married Married Married
Head/ Married with with with Retired
without Married Young Young grown up Married (singles/ co
Chief- child in without children children in children in with uples living
SEC Wage Single with joint Single child in joint nuclear joint/ nucle married alone)
Group Earner family family Alone Alone family family ar family child empty nest
Unskilled
H1
SEC E Worker
Primary
Educated Skilled G1 G2 G3 G4 G5
SEC D worker

School Educated F1 F2 F3
SEC C Skilled worker

School Educated E1 E2 E3 E4 E5 E6 E8
SEC B Business man
Graduate/ PG D1 D2 E7
SEC B Skilled worker
Graduate/ PG C1 C2 C3 C4 C5 C6
SEC A Professional
Graduate
Executives/ B1 B2 B3
SEC A Managers
Graduate/ PG A1 A2 A3 A4 A5
SEC A Businessman
The entire consumer segment is available on
order, for all the 33 segments.
Segment details consist of:

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

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

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