juxt india drives 2010 study
DESCRIPTION
The India Drives gives a deeper profiling of urban and rural Indian households owning various types of vehicles and how they differ in their consumption lifestyle and preferences – includes details about their location, economic status, assets ownerships, monthly and annual household expenditure on main spend heads, consumption of personal and household products, brands preferred, leisure, holiday and entertainment preferences, day-to-day lifestyle interests, health status and media usageTRANSCRIPT
India Drives 2010
Demographic, Psychographic & Consumption Lifestyle profiling of 4- & 2-Wheeler Owners in India
Highlights!
• Size estimation of both 4- and 2-Wheelers owned in the household as well
as of individuals driving these vehicles
• Captures all 4- and 2-Wheelers owned and used in the household with ‘type’
and ‘brand’ owned (Motorcycle by CC, Self- or Kick-start Geared & Gearless Scooter, Small Car - up to Rs.3
lakhs, Performance Hatchback - Rs.3 to 5 lakhs, Mid Segment Car - Rs.5 to 8 lakhs/MUV, Premium Car/SUV – Rs.8 to 14
lakhs, Luxury Car/SUV - above Rs.14 lakhs)
• Detailed socio-economic and consumption lifestyle profiling of households
owning these vehicles and individuals driving these vehicles
• Segmentation and profiling based on one of the largest single survey in
the country – covering over 57,000 households across all the mainland states
and UT’s
Most ‘recent’ and ‘representative’ survey-based estimate of
vehicles owned in Indian households and individuals driving them
Estimates based on a very large land survey of over 259,000 individuals living in 57,000 households spread
across all mainland states & union territories of the country. Survey conducted in Apr–May 2010 covering
37,000 households in 101 cities and 20,000 households in 1,000+ villages
Highly ‘comprehensive’ profiling of vehicle owning households
and individual users - demographics, psychographics &
consumption lifestyles
A deeper profiling of urban and rural Indian households owning various types of vehicles and how they differ in
their consumption lifestyle and preferences – includes details about their location, economic status, assets
ownerships, monthly and annual household expenditure on main spend heads, consumption of personal and
household products, brands preferred, leisure, holiday and entertainment preferences, day-to-day lifestyle
interests, health status and media usage
Study Overview
Study Methodology A large-scale land survey was conducted to estimate and profile Indian families, their
socio-economic status, vehicle ownerships and individual and household level
consumption behavior. The survey covered ‘towns’ and ‘villages’ of all population
strata in all the mainland states and UT’s in 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 ‘systematic random’ 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 ‘representation weights’, as
derived from the authentic ‘Govt. of India’ base-level population statistics
(NSSO/Census), were applied to the survey data
No Vehicle
HomeDon’t own any vehicle in the
HH
2-Wheeler
HomeOwns only 2-Wheelers
4-Wheeler
HomeOwns only 4-Wheelers
Multi Vehicle
HomeOwns both 4- and a 2-
Wheeler
No Car Don’t own a car at all
Economy Most expensive car up to Rs.3 lakhs
Mid SizeMost expensive car between Rs.3 to 8
lakhs
Premium Most expensive car above Rs.8 lakhs
Segmentation of Vehicle Owning Households
(by ‘number’ of vehicles owned in the HH)
Segmentation 1 (by ‘type’ of car owned in the HH)
Segmentation 2
No Bike Don’t own a motorcycle at all
Economy 100cc or below
Performance 125cc
Premium 150cc
Hi-End 180cc or above
No Scooter Don’t own a scooter at all
Conventional Geared Scooter – Kick start
Contemporary Geared Scooter – Self start
New AgeGearless Scooter – Kick/Self
start
Segmentation of Vehicle Owning Households
(by ‘type’ of motorcycle owned in the HH)
Segmentation 3 (by ‘type’ of scooter owned in the HH)
Segmentation 4
Modest Drives a scooter
Enterprising Drives a motorcycle
Upgrading Drives a small car
Climber Drives a performance/mid size car
Arrived Drives a premium/luxury car
Segmentation 5
Segmentation of Individual Drivers
(by ‘type’ of vehicle driven)
• The findings of the ‘India Drives 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 ‘household/individual consumers master datasets’
‘India Drives 2010’ is one of the ‘category’ 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
category 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
Indian ShoppersShopping Orientation & preferences
Juxt India Consumer Landscape Syndicated Study Datasets
Product Category Datasets
India MobileMobil Service &Handsets
India BytesPersonal Computers
India Drives Automobiles
India BanksPersonal Banking
India InsuredLife, Gen Insurance
India PluggedHome Durables
India DrinksAlcoholic Drinks
India SmokesCigarettes
India GroomingPersonal Care
India Pack FoodiesProcessedFood
Individual Consumer Master Dataset
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 UrbanitesUrban SECs
Indian RuralitesRural SECs
Indian FamiliesFamily composition & lifecycle stage
Indian GenerationsGenerational Age groups
India Spending PowersAbility to Spend
India Consumer LifestylesAbility to Spend +Inclination to Spend
India AffluentsThe Uppies & The Rich
Indian HOHChief Wage Earners of the Households
Indian WomenWomen Consumers
India InvestingThe Financial Investors
Dominant & Integrated Media Usage(TV, Print, Radio, Internet)
Holidays & Travel
India Holidays
Consumer SegmentDatasets
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
‘India Drives’ Dataset
1Segmentation by ‘number’ of
vehicles owned in the HH
Rs. 150,000(all household level data but segmented
only by ‘no.’ of vehicles owned in the HH)
‘India Drives’ Dataset 1 + 2
Rs. 240,000
+ Rs. 500,000
‘India Drives’ Dataset
2Segmentation by ‘type’ of car
owned in the HH
Rs. 150,000(all household level data but segmented
only by ‘type’ of car owned in the HH)
‘India Drives’ Dataset
3Segmentation by ‘type’ of
motorcycle owned in the HH
Rs. 150,000(all household level data but segmented
only by ‘type’ of motorcycle owned in the
HH)
‘India Drives’ Dataset
4Segmentation by ‘type’ of scooter
owned in the HH
Rs. 150,000(all household level data but segmented
only by ‘type’ of scooter owned in the HH)
Household Master Dataset
Rs. 400,000(Data for all household level vehicle
ownerships for individual vehicle types)
(All available data at the household level)
(At all levels – all India, urban, rural, state-
wise, town class-wise, village class-wise,
urban district-wise for top 25 urban
districts)
or
‘India Drives’ Dataset 1 + 3
Rs. 240,000
or
‘India Drives’ Dataset 1 + 4
Rs. 240,000
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
‘India Drives’ Dataset 5
Rs. 250,000+ Rs. 700,000
Individual Consumer Master
Dataset
Rs. 600,000(Data for vehicles driven individually for
individual vehicle types)
(All available data on individual consumers)
(By frequency, intensity and type smoked
individually)
(At all geographic levels – all India, urban, rural,
state-wise, town class-wise, village class-wise,
urban district-wise for top 25 urban districts)
‘India Drives’ Dataset 5Segmentation by ‘type’ of vehicle driven by individuals
Rs. 250,000(all individual level data segmented only by ‘type’ of vehicle driven)
• Payment Terms : 50% advance, 50% after delivery of all datasets/reports
• Delivery Timeline : ‘India Drives’ Datasets 1, 2, 3, 4 or 5
3 days from date of order after 30th August 2010 (2 weeks if 3 or
more datasets)
: Master Dataset (Household / Individual
Consumer)
Anytime on order after 30th August 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
Size estimates of Vehicle Owners in India(All India, Urban/Rural, Zone-wise, State-wise, City-type wise, Village-type wise, For top 25 urban districts)
• Size estimates of households with various types of vehicles in them (Car, Motorcycle, Scooter, Bicycle), Size estimate of
individuals driving these vehicles
• Average number of vehicles per household for each of these vehicle type, Average number of users per vehicle for each type
• Penetration of various types of vehicles at both individual and household levels
Geographics• Region, State, Urban/Rural area, City Type/Village Type, Top 25 individual urban districts
Vehicle Ownership Details & Preferences• ‘Type’, ‘number’ of cars and ‘brands’ owned in the household by class segments (Economy, Performance, Mid Size, Premium,
Luxury), by price segments (<3 lakhs, 3-4 lakhs, 4-5 lakhs, 5-8 lakhs, 8-14 lakhs, 14-20 lakhs, >20 lakhs), by utility type
(Car/MUV/SUV)
• ‘Type’ and ‘brand’ of car likely to buy in the next 1 year for all the above 3 classifications
• ‘Type’, ‘number’ of motorcycles and ‘brands’ owned in the household by CC segments (<100cc, 100cc, 125cc, 150cc, 180cc,
>180cc), ‘Type’ and ‘brand’ of motorcycle likely to buy in the next 1 year by CC Segments
• ‘Type’, ‘number’ of scooters and ‘brands’ owned in the household by gear types (Geared Kick-start, Geared Self-start, Gearless
Kick-start, Gearless Self-start, Moped), ‘Type’ and ‘brand’ of scooter likely to buy in the next 1 year by these segments
• Household classification by current ownership vis-à-vis likely to buy for each vehicle type (intending replacement buyer, intending
first time buyer, non-intending current user, non-intending non-user)
•
India Drives 2010(Information Coverage)
Personal Profile of Individual driving the Vehicle (only demographic profile based on all members of
the household, other profile details based on profile of only the 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
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 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)
Personal Consumption Lifestyle• Other Vehicle: type of other vehicles driven apart from the one being analyzed (car, scooter, motorcycle) along with the brand used
India Drives 2010(Information Coverage)
• 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
• Smoking: whether smoke cigarette, with what frequency, no. of sticks smoked daily, type of cigarette smoked, brand
smoked
• 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)
• 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
India Drives 2010(Information Coverage)
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 the above mentioned lifestyle diseases
• 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 the respondent answering for the household and not of all 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
India Drives 2010(Information Coverage)
Socio-Economic Profile of the Vehicle Owning Households• 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
• 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, 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)
• 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)
• 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)
• Loans currently running in the household (both number and type of loans), type of loan likely to take in next 1 year
• Family size, Family classification by lifecycle stage, Religion , Community, Caste, Preferred language of reading
• Highest occupation and education level in the HH, Neo-SEC Classification, CWE Occupation & Education, Conventional SEC
classification
• Users per household – computer users, internet users, mobile users, saving account holders, credit card holders, drink alcohol,
smokers, suffer from a serious lifestyle disease
India Drives 2010(Information Coverage)
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
Thank You!