Indian Affluents 2010

Demographic, Psychographic & Consumption Lifestyle profiling of Urban Affluents in India

Highlights!

• The ‘Indian Affluents’ study captures the real ‘haves’ in urban India (excluding

the High Net Worth) – those with MHI of Rs.1 lakh+, own house, and own car

costing Rs.8 lakhs+

• The study differentiates, sizes and profiles the ‘urban affluents’, excluding

HNW, into 2 distinct types – ‘Climbers’ (The Upwardly Mobile) and ‘Arriveds’ (The

Nouveau Rich)

• Size estimates based on a large 57,000 household survey across the

country while profiling based on a sample study of 1,000 affluents across

the top 20 cities in India* MHI – Monthly Household Income, HNW – High Net Worth

Study Overview

Most recent and ‘representative’ survey-based estimates of the

‘affluent’ Indians

Estimate based on a very large land survey of over 57,000 households spread across all the mainland states

and union territories of the country. Survey conducted in Apr–May 2010 among 37,000 households in 101

cities and 20,000 households in 1,000+ villages

Most comprehensive profiling of the ‘urban’ affluent families – in

their demographics, psychographics and consumption lifestyles

A deeper profiling of how affluent urban Indian households live in their consumption lifestyle - including

details about their location, economic status, household and financial assets ownerships, monthly and annual

household expenditure on main spend heads, holiday and entertainment preferences, media usage and

household consumption and brand preferences

Demographic and socio-economic profiling is based on sampling of ‘all individuals’ living in the surveyed

1,000 affluent households. Psychographics and consumption lifestyle profiling is based on 1,000 individual

sample (respondents answering questions on behalf of their respective households)

Study Methodology A large-scale land survey was conducted to estimate the size and spread of ‘affluent

households’ in India. The survey covered ‘towns’ and ‘villages’ of all population

strata 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) – covering a total of over

57,000 households. Though the selection of towns and villages in this large scale land survey was

‘purposive’ (to cover all population strata towns and villages), the sampling within the towns was done on ‘2-

stage random’ basis and in villages on ‘systematic random’ basis

In addition to the above survey, an additional purposive ‘booster sample’ survey

was conducted among 1,000 affluent households (defined as household having MHI above Rs. 1

lakh, own house and a car costing above Rs.8 lakhs) living in the top 20 Indian cities spread

across all the 4 regions in the country

The detailed profiling of the ‘affluent’ households in the study is based on the 1,000

urban household booster sample. On the other hand, their overall size estimation

and geographical spread is derived from the 57,000 household sample national survey

after making it representative of the entire Indian population (by applying appropriate

household level ‘demographic representation weights’ derived from the authentic ‘Govt. of India’ base-level

population statistics - NSSO/Census)

Juxt ‘Urban Affluent’ Segments Defined

Climbers(The Upwardly Mobile)

• Reported monthly household income between Rs. 1-

2 lakhs*

• Own a house

• Own at least one car costing more than Rs. 8 lakhs

• Sample Size -

725

Arriveds (The Nouveau Rich)

• Reported monthly household income above Rs. 2

lakhs*

• Own a house

• Own at least one car costing more than Rs. 8 lakhs

• Sample Size -

281

Richie

Richs (The Real Rich with High

Net Worth)

• Not part of this study

* Assumed to be noticeably under-reported in the survey than the actual incomes

Note: Reporting of any segment level data is subject to collection of sufficient sample responses in the survey

Topline Findings

A world of ‘Climbers’ predominantly

There are around 0.86 million ‘claimed’ affluent families in India (with ‘claimed’

monthly family income over Rs.1 lakh, a Rs.8 lakh+ car and own house)

The total individuals living in such affluent families are approx. 3.8 million

Almost half of these affluent families in India live in the rural areas (while 1 in

every 175 urban family is ‘affluent’, 1 in every 400 rural family also qualify to be called ‘affluent’)

Of the urban affluents, only 1 in 6 families qualify to be called the ‘Arriveds’ (the rest are the ‘Climber’ families)

The ‘claimed’ average family income of urban affluent households is around

`1.81 lakhs per month (those of the ‘Arriveds’ households is almost `4.35 lakhs per month)

‘Business Owners’ predominantly

2/3rd of all urban affluent family ‘chief wage earners’ are ‘business owners’ (while bulk of the ‘Climbers’ own business with less than 10 employees, bulk of the ‘Arriveds’ own business

with more than 10 employees)

Arriveds show a marginally higher ‘married with children’ profile, having relatively

more ‘Baby-sitter’ families than the Climbers (with eldest child below 12 years)

Arriveds have relatively more ‘professional’ stream qualifications (and relatively

more ‘English’ educated members in the household) than than the Climbers

However, only 1 in 7 ‘Arrived’ chief wage earner is a senior level corporate

executive

‘Well-to-do’ but not ‘wealth accumulators’

• 4 out of 5 urban affluents households are SEC ‘A’. 3 out of 5 individuals living in these families

use computer and internet

• 1 in 4 ‘urban affluent’ households have more than 1 AC, 1 in 5 have more than 1

car, 1 in 8 have more than 1 TV, and 1 in 25 have more than 1 fridge

• 1 in 5 urban affluents have more than 1 mobile handset (1 in 4 have ‘touch screen’

handsets)

• Less than 1 in 3 urban affluents claim to have a ‘postpaid’ mobile connection (their

‘claimed’ average monthly spend on their most used mobile phone services is around `1,200)

• Only 1 in 3 urban affluent households use ‘professional’ wealth management

services

Climbers spend…Arriveds indulge

• ‘Climber’ show almost equally high ownership levels of modern day household

assets (‘Arriveds’ show noticeably higher levels of ownership for only AC, Microwave, Digital Camera and Water

Purifier)

• 9 out of 10 ‘Arrived’ individuals possess a credit card (only half of ‘Climbers’ possess one)

• ‘Arrived’ households show a higher relative tendency to spend on ‘processed

foods’ and ‘personal care’ products (also spend more on ‘clothing’, ‘footwear’ and ‘fashion accessories’)

• ‘Climbers’ tend to be more ‘shopping enthusiasts’, but ‘Arriveds’ tend to upgrade

things relatively more

• ‘Arriveds’ show a higher incidence of visiting Spas, ‘Climbers’ of visiting Gyms. ‘Climbers’ listen to ‘music on the go’ relatively more, ‘Arriveds’ holiday noticeably more

• ‘Arriveds’ appear to be more brand conscious (they prefer to buy the most from shops that

‘stocks the specific brands they wish to buy’, ‘Climbers’ prefer to buy more from shops that ‘has the best range to

choose from’)

• Items that ‘Climbers’ love to gift the most are clothes, mobile phones, watches

and flowers (‘Arriveds’ prefer to give gold, flowers and watches the most)

• For brands they are proud to own currently, ‘Climbers’ identify most with

‘gadget’ and ‘personal wear’ brands (LG, Samsung, Reebok, Lee and Nokia), ‘Arriveds’

identify most with ‘personal wear’ brands mainly (Reebok, Lee, Levis, Adidas and Nike)

• Among celebrities, ‘Climbers’ look up to Sachin Tendulkar, Rahul Gandhi and

Sonia Gandhi the most (‘Arriveds’ look up to Sachin Tendulkar, Amitabh Bachchan and APJ Abdul Kalam

the most)

Climbers spend…Arriveds indulge

Updated and informed…

• Almost all 13 years+ urban affluents watch TV (9 out of 10 also read newspapers, but

only 1 in 4 listens to radio)

• ‘News’ is the most popular genre of TV programs watched by the urban

affluents

• ‘Climbers’ watch movies and music channels significantly more than the

‘Arriveds’, who in turn watch sports channel relatively more

• Though majority of them are businessman, only 1 in 10 urban affluents read

business newspapers

Report Details

Size Estimates of Indian Affluents• Total affluent households and Total affluent individuals

Geographics• Region, State, Urban/Rural area, City Type/Village Type

Household’s Socio-Economic Profile• Family classification by lifecycle stage, Family size

• Highest occupation & education level in the HH, Neo-SEC Classification, CWE Occupation & Education, Conventional SEC classification

• Monthly Household Income (MHI), Sources of Household Income, No. of earning members in the family, Average per capita household income, Spending power classification, Households with foreign remittances as source of income and country from where such remittances received

• Ownership status and size (carpet area) of house living in, Type of house living in currently (independent house or apartment, no. of bedrooms), No. of house owned and type of these owned houses

• 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, Modular Kitchen, Dishwasher, Clothes Dryer, Home Theatre)

• Type of asset owned in the household and brand owned for the following assets (AC, Fridge, Water purifier, Color TV, TV Connection, Washing Machine, Car, Motorcycle, Scooter, Computer)

• 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)

Indian Affluents Dataset(Information Coverage)

Personal Demographics (based on all the members in the household)

• Gender, Age, Marital Status, Generational classification by age

• Status in the household (CWE or other earning member or dependent member of the household), Occupation, Individual

Income classification (if earning), Education, Medium of Education

• Religion, Community, Caste, Mother Tongue, Preferred language of reading

Personal Psychographics (based only on the respondent members in the household)

• 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, Desired professional qualification for self/children (as applicable)

• Self perception of own physique (physical fitness and looks)

Personal Consumption Lifestyle Orientation (based only on the respondent members in

the household)

• Personal 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 solving a problem, 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)

• 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

Indian Affluents Dataset(Information Coverage)

Personal Consumption Lifestyle (based only on the respondent members in the household)

• Vehicle: type of vehicle driven (car, scooter, motorcycle) along with the brand used

• Mobile Phone: whether a mobile user, no. of connections, service provider name, no. of handsets used, handset brand

and model, handset price, type of connection plan, average minutes talked daily, monthly bill, 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 used at home

• Internet: whether an internet user, place from where accessing internet, frequency of accessing internet, whether uses

internet on mobile phone, whether uses internet using laptop while traveling,

• 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,

• Insurance: whether has a life insurance policy and how many

• Holidaying: whether holiday in India, frequency of taking such holidays, favorite destinations, Whether holidays abroad,

frequency of taking such holidays, favorite destinations, Holidaying classification

• Alcohol: whether drink alcohol, with what frequency, type of alcohol consumed, brand consumed

• Smoking: whether smoke cigarette, with what frequency, no. of sticks smoked daily, type of cigarette smoked, brand

smoked

• 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,

5Star+ hotel)

Indian Affluents Dataset(Information Coverage)

• Leisure Activities: Dine out, Visiting Malls/Shopping Stores, Watching movies in theatres, Visiting Spa, Visiting beauty/grooming parlor, Visiting clubs, Visiting Gym, Type, number and breed of Pet Animals in the household

• Gifting: Favorite gifts wish to receive the most, Favorite gifts wish to give the most

• Prestige: Favorite stores where shop the most for your personal/family shopping, Labels/brands own currently that most proud of, Labels/brands don’t own currently but desire to own someday

• Charity: Social causes/programs believe in, Social causes/programs and organizations give donations to

Wealth Management• Whether self-managing wealth or using professionals, Financial instruments where prefer to invest money and whether

consult a financial expert to do so for each of these instruments, Factors looked at to choose between investment options

Health Profile (based only on the respondent members in the household)

• 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 treatment/medication for the serious lifestyle disease suffer from

• 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)

Media Usage (based only on the respondent members in the household)

• Whether use TV, Radio, Newspaper and Internet, with frequency of usage on weekdays and weekends

• 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

Indian Affluents Dataset(Information Coverage)

The findings of the ‘Indian Affluents 2010’ study are available as query-

based online datasets with data presented as tables/graphs/charts

Pricing

India Affluents Dataset

Rs. 200,000*

* 10.3% service tax extra

* Key Findings PowerPoint Report (only on order) – Rs. 50,000 extra

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

• Payment Terms : 50% advance, 50% after delivery of the

datasets/report

• Delivery Timeline : ‘Indian Affluents’ Dataset

3 days from date of order after 18th October

2010

: PowerPoint Report

1 week from date of order after

18th October 2010

• Reporting Format : Query access based online dataset

Payment Terms & Delivery

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 : sanjay@juxtconsult.com

• Website : www.juxtconsult.com

Thank You!