m
  

         m


 $
%
R i   
  
  
   m
   ! "#    
Estimates based on a very large land survey conducted in Apr²May 2010 surveying over 259,000 individuals living in 37,000
households in 101 cities and 20,000 households in 1,000+ villages

R 3   ! #   m
     


    
  
A deeper profiling of various type of women occupational and marital status segments in India and how they differ in their
consumption lifestyle and preferences ² 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 of ¶women respondents· who answered on behalf of their households
 $
i
 
R A large-scale 
 was conducted to estimate and profile Indian families and their
individual and household consumption behavior. The survey covered ! # 
! #  
  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)

R Though the selection of towns and villages was ¶purposive·, the sampling within the towns was
done on !   
#  (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 ! 
#  (selection of every nth house in the village)

R To make the survey findings       m
  (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
$     
(by a combination of their ¶occupational· and ¶marital· status)

ÿrban Sample Rural Sample

 $
  ÿnmarried and studying 20,709 11,929

& i
  ÿnmarried and working 1,242 522

'  Married and not working 5,810 2,767

' i Married with children and not working 34,456 18,580

&  Married and working 534 275

& i Married with children and working 3,151 1,955

 (
 
 3
' i

R There are only 40 million ¶working women· in India (9% of all women). Of the rest,148
million are ¶students· and 260 million are ¶housewives·

R ¶Housewife moms· is the largest occupational-marital segment among women

(50%) ² with an average age of 37 years

R 2 out of 3 working women are also ¶working moms·

R Half of all the gainfully employed women in India are ¶unskilled· workers. Only 1
in 10 works in the ¶corporate world·

R ¶Southern· region contributes the highest proportion of working women. Marathi and
Tamil reading women form a noticeable proportion of working women
 )*+

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

than working wives/working moms

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

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

R 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

R Housewife moms highlight ¶playing with children· as their ¶favorite pastime at

home· noticeably more than the working moms
  

 

R After ¶money· different women segments show distinct ¶second priority· in their
lives (¶self-education· for women students, ¶status/fame· for working maidens, ¶children·s education· for
housewife/working moms, ¶family· for housewives and ¶health· for working women)

R Women without children prefer to ¶hang out with friends· more, while women
with children prefer to visit relatives/neighbors relatively more

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

also show the highest relative incidence of lifestyle diseases

R ¶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
  
 &

R Working wives are relatively the most ¶price· conscious, working maidens and
women students the most ¶brand image· and ¶trend· conscious

R ¶Cookery· is the biggest hobby among housewife moms and working wives,
¶cinema/films· is the biggest hobby among the other women segments

R Though ¶soap· TV channels are most popular among all women segments, they
are relatively less popular among working wives. ¶Music channels· are relatively more popular
among women students/working maidens. ¶Radio· is most popular among the housewives

R 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)
 ! # i
 +

R ¶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)

R They are the most educated lot, tend to work in the corporate world relatively
more, and have the highest penetration of internet at 5%

R They also show the highest relative penetration levels of the ¶mainline·
household assets, and a noticeably higher ownership of scooters (10%)

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

most ¶inner-directed·), most ¶brand image· and ¶trend· conscious, and claim to be the
most frequent shoppers

 
è The findings of the ¶Indian Women 2010· study are available as query-based
online datasets with data presented as tables/graphs/charts

è 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 !    #level or a specific
!
 # level (see next slide for a detailed view of all master and supplementary datasets on offer under the
umbrella of ¶India Consumer landscape·)

^
Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey
 ,-m
 
$

$

i  $   
 
 

m
 0  ÿrban SECs

Mobil Service &
m
i Handsets
'
i
m
  Rural SECs

All Household Profile Data m
. Personal Computers

m
 ( Family composition & lifecycle stage

m
 Automobiles

m

 i
 m
 /   Generational Age groups

m
. & Personal Banking

All Individual Profile Data
m
$
   Ability to Spend

m
m 
Life, Gen Insurance

m
 $ Ability to Spend +
m
  Inclination to Spend
Shopping Orientation & preferences
m
 
Home Durables

m
3  The ÿppies & The Rich

m
'
 m
 & Alcoholic Drinks

Holidays & Travel

m
m  The Financial Investors

m
$& Cigarettes

m
$
 m
'&
Dominant & Integrated Media ÿsage

(TV, Print, Radio, Internet)
Language, Community, Caste, Religion m
/ Personal Care

m
 '%' Chief Wage Earners of the Households

Processed
m
'& m
&(
 Food
Lifestyle Diseases & Medication Preferences
m
  Women Consumers
  1
$ $ 

¶Indian Women· Segmentation Dataset ¶Indian Women· Segmentation Dataset

58


 $   9 $   56



(all relevant individual level data but only for one ¶women segment·) (all relevant individual level data but only for 3 ¶women segments·)



Individual Consumer Master Dataset

58

¶Indian Women· Segmentation Dataset

(All available data on women consumers individually)
(All available data on individual consumers)
(At all geographic levels ² all India, urban, rural, state-
+ 38 $  
Ë 57

wise, town class-wise, village class-wise, urban 5

district-wise for top 25 urban districts)

12(
    
3  
4" 56






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


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

è   :!m
  #$   

3 days from date of order after 15th September 2010

: m

 i

Anytime on order after 15th September 2010

:   

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

è  ( : uery access based nline dataset

 m
  


3m   4

$;!% i$# $  

(All India, Urban/Rural, Zone-wise, State-wise, City-type wise, Village-type wise, For top 25 urban districtsu
è 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

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

 (only demographic profile based on all women members of the household, other profile details based on profile of
only the women respondent answering for the householdu
è   :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
è   :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
è . %  :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
 m
  


3m   4

   % 

è Consumption Lifestyle Classification
è 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)
è Level of consumption Impulse (how inclined to keep abreast with lifestyle trends, buy what·s 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)

   

è <: type of vehicle driven (car, scooter, motorcycle) along with the brand used
è i : 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
è : whether a computer user, place from where accessing computer, type of computer if used at home
è m  : whether an internet user, place from where accessing internet, whether uses internet on mobile phone
è 3: whether drink alcohol, with what frequency, type of alcohol consumed, brand consumed
è m  : whether has a life insurance policy and how many
è . & : 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
è  
: 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)
 m
  


3m   4

è 
(

: 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)
è 
: whether uses and brand used (Jeans, Sports shoe, Readymade shirt & trouser, Watch, Air Travel, 3 star+ hotel stay)
è 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)
è Holidaying - whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad, frequency of
taking such holidays, favorite destinations

 '
è Whether suffers from any 
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
è Preference for type treatment/medication and brands used for some 
when they occur (Cough & Cold, Head
ache, Muscular pain, Indigestion, Acidity, Acne/Pimples, Fever, Allergy, General weakness, Toothache)

 i
0 (of only women respondents answering for the household and not of all women members of the householdu
è 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)
è 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
 m
  


3m   4

'
#$= 
è 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
è 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
è 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)
è 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)
è 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)
è 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
è 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)
  
è Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi ² 110030

è Telephone : +91-11-29535098, +91-9811256502

è Contact Person : Sanjay Tiwari

è Email : sanjay@juxtconsult.com

è Website : www.juxtconsult.com
 &>+