Consumer segmentation

The Socio Economic Classification SEC (A to E) are five segments that marketers are familiar with, but there is a very high degree of variation within groups in terms of income and expenditure; these segments are homogenous only up to a certain point. Thus, it is essential to segregate various consumer segments further. Indicus Analytics, one of India’s leading economics research firm filtered the consumers in 33 Segments, based on two key dimensions- 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 Series presented in 33 parts has been designed to help marketers understand the essence of 33 Consumer Segments (A1, A2 …) – refer figure below, which together represent the entire urban spectrum of India and highlights a key feature which makes each segment distinctive.

The series commences by profiling the bottom of the pyramid, segment G1, and moves across the spectrum finishing with the most affluent segment, A4. For details, please refer to the URL (http://www.indicus.net/Products/Home/Product%20Details/Urban%20Consumer%20Spectrum/).