Decoding Lucknow INDEX = INformation through Disguised EXperimentation Annual market research fair by students of IIM Lucknow. To understand the patterns in consumer behaviour through powerful disguised game design Involves participants from diverse backgrounds What we missed out in 17 years? Documentation or sharing of Learning & methodology with Academicians & marketers REGISTRATION GAMIFICATION for data collection SECONDARY RESEARCH STUDIES DETAILED INTERVIEWING Value add in 2012 & 2013 Understanding changing facet of Lucknows Consumer Changing pattern of socio economic profile SEC % CAGR Lucknow (HHlds in 000) A B C D E Changing pattern of Household Premium Index CAGR Avg MHI Avg HPI Changing pattern of Family Structure Family Structure CAGR Joint Nuclear without elders Nuclear with elders Siblings living together Others Avg HHld Size Changing pattern of Family Structure Education CAG R Est. Individuals (000s) Illiterate Literate School upto 9th Standard SSC / HSC Graduate Post Graduate Changing pattern of Family Structure Occupation CAG R Skilled /Unskilled workers/Petty Traders Shop Owner Businessman / Industrialist Self-employed Professional Clerk/Salesman Supervisory level Officer / Executive Not Working / Housewife Student Retired Changing pattern of Home appliances ownership Durables CAGR Air cooler Electric Geyser Vacuum Cleaner Electric Water Purifier Microwave Oven Refrigerator Washing Machines Air Conditioner Changing pattern of Twowheeler penetration Transportation Equipments CAGR Four Wheelers Two Wheelers Million Towns Four Wheelers Two Wheelers Changing pattern of ownership of Entertainment & Communication Equipments Lucknow CAG R TV Satellite Availability DTH Availability PC / Desktop Computer Internet access at home Telephone (Landline) Changing pattern of Food and Beverages consumption Food & Beverages CAGR Tea Coffee - Instant or Filter Milk Powder Edible Oil Biscuits Glucose Vanaspati Ghee / Desi Ghee Ketchup / Sauces Processed Cheese Instant Noodles Jam Branded Soup Readymade Tomato Paste Changing pattern of use of Baby Care products Baby Care CAGR Branded Baby Foods Branded Baby Oil Branded Disposable Diapers Changing pattern of Household care products HHld Care CAGR Utensil Cleaners Washing Cakes / Bars Washing Powders / Liquids Toilet Cleaner Fabric whiteners / blues Fabric Bleaches Changing pattern of Personal care products Personal Care CAGR Lucknow Toilet Soap Skin Cream Deodorant Shampoo Hair Dyes / Hair Colorants Changing pattern of Media reach Media Reach CAG R Lucknow Press TV Last 1 week C&S Last 1 week Cinema Internet-Usage Comparison of durable penetration in Lucknow vis--vis similar Towns DurablesLucknow1-4 Million Towns 2012CAGR2012CAGR Air cooler Electric Geyser Vacuum Cleaner Electric Water Purifier Microwave Oven Refrigerator Washing Machines Air Conditioner Comparison of Transportation Equipment penetration in Lucknow vis--vis similar towns Transportation EquipmentsLucknow1-4 Million Towns 2012CAGR2012CAGR Four Wheelers Two Wheelers Comparison of Entertainment & Communication Equipment penetration in Lucknow vis--vis similar Towns Entertainment & Communication EquipmentLucknow1-4 Million Towns 2012CAGR2012CAGR TV Satellite Availability DTH Availability6.380* * PC / Desktop Computer Internet access at home Telephone (Landline) Comparison of Food & Beverages penetration in Lucknow vis--vis other similar Towns Food & BeveragesLucknow1-4 Million Towns 2012CAGR2012CAGR Tea Coffee - Instant or Filter Milk Powder Edible Oil Biscuits Glucose Vanaspati Ghee / Desi Ghee Ketchup / Sauces Processed Cheese Instant Noodles Jam Branded Soup Readymade Tomato Paste Comparison of FMCG penetration in Lucknow vis--vis other similar Towns Other FMCGLucknow1-4 Million Towns 2012CAGR2012CAGR Tooth Paste Talcum Powder Hair Oil (HH) Toothbrush Branded Baby Foods Branded Baby Oil Branded Disposable Diapers Utensil Cleaners Washing Cakes / Bars Washing Powders / Liquids Toilet Cleaner Fabric whiteners / blues Fabric Bleaches Toilet Soap Skin Cream Deodorant Shampoo Hair Dyes / Hair Colorants 2012 INDEX EVENT (Quali and Quanti Indformation) SOUTH AFRICA, JUNE 2013 QUESTION: WHAT IS YOUR IMPRESSION ABOUT LUCKNOW CITY AND ITS PEOPLE ? Decoding Lucknow Understanding Lucknowites through Consumer Speak Decoding Lucknow Understanding Changing Facets of Lucknows Consumer Decoding Lucknow Understanding Changing Facets of Lucknows Consumer PRODUCTS, BRANDS AND VALUES IN THEIR LIFE Soap Mobile Phones Bank Money Quantitative Phase AGEGENDER OCCUPATION SEC CONSUMPION PATTERN & DURABLES OWNED CHOICE OF CAR BRANDS OWNERSHIP OF MOBILECHOICE OF SERVICE PROVIDER MEDIA CONSUMPION PATTERN & MEDIA TOUCH POINT TV CHANNELS RADIONEWSPAPER ASSET OWNERSHIP EXPENDITURE PLAN FOR NEXT YEAR SAVINGS ACCOUNTINSURANCE OWNERSHIP BUYING BEHAVIOR SOCIAL ISSUE AUTHENTICITY OF INFORMATION SOURCE Consumption Style of Lucknowites Basic necessities like electricity, ceiling fan, LPG, 2 Wheeler are owned by most Lucknowites While LESA is leading power supplier, Usha leads in fans, HH in bikes, Samsung in TV, and LG in refrigerator. Other markets are fragmented Other critical outtakes about consumption of durables 1.Usha ceiling fans are owned by most of the people irrespective of demographic categories 2.Hero Honda is owned by maximum respondents in two-wheeler category especially salaried and graduates. Very few people specifically worker/shopkeepers own multiple brands 3.In color TV category, LG and Samsung are the closest competitors in Lucknow. In higher income group LG has more owners than Samsung, where as in middle income group it is the opposite 4.LG is the most owned brand of washing machine followed by Samsung, Whirlpool and Godrej across different demographic characteristics consumers. 5.In case of laptops, significant number of professional graduates own Lenovo, some of the general graduates also own Samsung. Samsung is also popular with businessmen and mid-income people. Communication/Financial Assets Owned Savings accounts are the most preferred financial asset with less believing in Bonds/Shares/MF. PC in form of Desktop/Laptop is most owned with less preference for tablets. 1.PC and Digital Camera have found lesser penetration amongst worker/trader/shopkeeper compared to overall population 2.Salaried lot is the demand driver having higher ownership of all categories specially PC, Digital and Video Camera. 3.Salaried people invest the most specially housing and insurance 4.Education of the CWE has a lasting impact on demand of both durables and financial assets 5.As expected, higher income fuels demand for both durables and financial assets with households having MHI above 60K owning higher proportion of all durables and financial assets. Importance of Money, Time, Energy and Information for Lucknowites Information Currency Energy Currency Time Currency Money Currency Youngsters (especially those in years) seem to be most comfortable handling information especially those who are heavy internet users Energy deprivation seems to be increasing with higher age groups especially 35 years and above. Females, married and housewives seem to be especially a victim of energy deprivation Those in 19-35, married, housewives, Gard/Post Grad and those who read newspaper (with 2 mobile connections) seem to be the most feeling deprivation of time available Those above 35 years and married are more likely to be satisfied with the material things they have. TV viewers have greater desire to spend their money on experiences than on material things. Buying behavior of Lucknowites Retail Format preferred Products purchased at supermarkets Important factors while purchasing Mobile ownership in Lucknow Mobile owned Number of Handsets Cost of handset Average monthly bill Most people have either one handset or in some case two. Very few have more than 2 handsets. Going with the modern trend, most Lucknowites have a mobile It seems consumers use mostly mobile sets below Rs range with limited cases of mobile sets above Rs.20,000 range Lucknowites prefer to splurge on mobile phone usage with most people paying more than Rs 200. What value does the study provide? 1.Assessed consumption pattern of Lucknowites in terms of: Current spending pattern Future investment Media consumption Sources of information they believe the most Currencies in their life: information, time, energy and money (ITEM) 2.Detailed understanding of what Lucknowites think of Lucknow, different product categories and values Demographic factors which may influence consumption pattern. 3.Analyzed the changing facet of Lucknow and its consumers over last five years Changing pattern of penetration of consumer durables, food and beverages consumption, household care products, personal care products and media reach Compares Lucknow vis--vis other similar towns Contributions