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Indicus Consumer Spectrum
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Version
1.0
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 fine tune their sales
strategies. The two key dimensions are lifestyle
stages of chief wage earners of households and their
skill levels. The first defines their needs and the
second defines their earning abilities.The Indicus
Urban Consumer Groups have been created using methods
similar to methods used internationally, but India
focused accounting for the differences both in terms
of the characteristics of the Indian consumers and the
availability of large scale household level raw data
sets.
For each Segment, the following parameters have been
presented:
" Demographic (Total Population, Household
population, Household Size, Age of all the individual,
Gender Ratio)
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