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2014 *PLEASE NOTE: The Topline findings are not for any business/commercial use. Divergence from this will have legal implications. THE INDIAN CONSUMER INDIA DEMOGRAPHICS Education* 63.3 63.6 2013 26.8 26.6 2014 9.9 9.8 2672 Lakh Households Illiterate Not a Graduate Graduate & above 9624 Lakh 12+ Individuals Age Distribution* 23.4 23.4 21.6 21.5 18.8 18.8 14.8 14.8 11.1 11.1 10.3 10.3 2013 2014 12 to 15 16 to 19 20 to 29 30 to 39 40 to 49 50+ Individual Universe Estimated to March 2014 * Individuals 12+, Base (000s) – 9,62,389 2014 STEADY GROWTH IN AFFLUENCE National Consumer Classification System 13.9 13.8 13.6 13.6 12.5 12.6 10 10.2 9.6 9.9 9.6 9.1 7.9 7.6 2013 6.5 6.2 6.3 6.3 2014 4.7 4.2 4.2 4.3 1.7 1.8 A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3 Household Universe estimated to March 2014 Base (000s) – 267,622 2014 LOW PENETRATION: AN OPPORTUNITY Durable Ownership Consumer Products’ Purchase All India All India Two Wheeler 24% Purchase Incidence Products Among Households Refrigerator 22% Edible Oil, Sugar, Tea, Toothpaste, Fabric Washing (Powders / 75 – 100% Washing Machine 9% Liquids), Fabric Washing (Cakes / Bars) PC / Laptop 9% 50 – 74% Agarbatti, Biscuits Car 5% 25 – 49% Utensil Cleaners, Toilet Cleaners Air Conditioner 2% Coffee, Floor Cleaners, Milk Powder / Dairy Whiteners, Microwave Oven 2% 1 – 24% Ketchup / Sauces, Honey, Chyawanprash, Cheese / Cheese Products Base (000s) – 267,622 All Households 2014 MEDIA CONSUMPTION MEDIA CONSUMPTION ANY MEDIA 677,435 (+21,184) 301,570 621,118 98,967 58,518 77,939 (+19,740) (+18,498) (+15,287)
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