The MMS.IND Consumer Segmentation






Change and Continuity


Rising household income, urbanization, the shift away from the traditional joint-family structure, and the upcoming Indian Middle Class all contribute to the growth. Most notably, new generations of consumers are growing up, lower Middle Class and Neo-Middle Class segments in an era of increasing economic liberalization and social freedom.


Age, education, family status, income etc. alone are not sufficient to attribute an individual to a life-style segment. His outlook on life, his aims and visions are of key importance.






India Consumer Segmentation


The need is for territory-based life-style segmentation, a ‘Bottom-Up’ approach, while combining a macroeconomic perspective with on-the-ground consumer research.


The territory-based MMS.IND Life-style and Economic Segmentation India forms the core substance of the MMS.IND Market Intelligence Platform India (MIPI).


MMS.IND defines every Indian household in terms of 12 demographically and behaviorally distinct types with further region-type differentiation and ten+ income segments, on the basis of education, occupation and income, resulting into various different consumer attitudes, helping to discern consumers’ likes, dislikes, lifestyles and purchase behaviors.








LSI® - Lifestyle Segmentation India


The major 12 Lifestyle Affinity segments:


Age, education, family status, income etc. alone are not sufficient to attribute an individual to a life-style segment. Even among the same age group, religion and ethnic class consumers ‘act’ differently.


Lifestyles and product affinities are not equally distributed and they depend on aspirations, purchase behavior patterns and orientations. Demographics, ethnicity and religious background alone do not give a complete picture of the consumer, thus hampering the marketer in segmenting the market to its full potential.


The segmentation is build on data input, applying SPSS / Cognos driven Cluster- and Factor Analysis and updated frequently to capture the dynamic migration of people as they move through different consumer lifestyles / income levels.


This allows also to capture market trends as they develop for identifying sustainable, future growth potential down to shifts in potential on individual customer level. The segmented general population into affinity groups is further identified in specific geographical micro- territories, thus uncovering the building precise identification of the various target groups.














The LSI Segments


The LSI Segment Descriptions have information detailing each segment characteristics on:

  • Lifestyle Attitudes
  • Opinions: Business / Economics / Politics / Future / Themselves / Social Issues / Culture
  • Activities: Work / Hobbies / Social Events / Vacation / Entertainment / Club Membership / Community / Shopping / Sports / Mobility
  • Interests: Home / Job / Community / Recreation / Healthcare type / Fashion / Food / Media / Achievements 



Sample Urban Lifestyle Affinity Groups: 




“The world is our playground”


Wealthy, educated families. Attended (inter)national leading educational institutes.


Accustomed to international luxury and quality standards. Global mind-set. Sophisticated orientations in style and taste.


Self-confident. Individual, liberal attitudes. Financially secure. Highly brand conscious.


Shop for status, not for price. Memberships in selected Private Clubs. Outdoor dining, exquisite restaurants. 










“We are the new cosmopolitan leaders”


Newly arrived, status conscious Upper Class.


Having gained their professional platform and recognition based upon their high-level education.


Ambitious, convinced in their own strength. Developing international perspectives. Striving for the exquisite taste.


Easy to be led in search for top class quality and comfort standards.


Memberships in Private Clubs. Outdoor dining, high class restaurants. 









“We are here and want it now”


Aspiring Middle Class. Value seekers. Educational background: University degrees, dominant.


Benchmarking with the next above. Desire a predictable life. Spending mid-range budgets on consumer goods and leisure time activities.


Want to buy cheap, but not feel cheap. Ready to change for a new attractive offer.


Younger members spend and indulge in their present wellbeing. 











“Don’t take risks and cherish what you have”


Focusing on safeguarding their achievements.


Seeking a pleasant and sheltered life without risks and extremes. Eager on social relations with their community and neighbourhood society.


Celebrating festivals with great enthusiasm. Predominantly mainstream Indian college education. Typically upper-class salaried jobs. Critically comparing prices and services.


National brands and values meet their spending consciousness. 




For further Urban Group Descriptions and Detailed Psychographic Profiles per Lifestyle Affinity Segment, please contact us at









Sample Rural Lifestyle Affinity Groups:





“Accepted village community leaders”


Rural Elite. Professionals in cultural, political and economic affairs.


Leadership and management responsibilities for their village. Maintaining law and order. Receiving obedience from the village community.


Higher education background. Investing in branded products. ‘Buy India’ focus with an eye on quality.


Reaching out to them is key to connecting with a larger community of aspiring consumers. 










“The Rural Value Seekers”


Established in the working world. Basic educational background.


Cost conscious enthusiasts, increasingly spending on quality. Attracted by brand-images and appearance of products and services.


Purchases are no longer limited to the price tag. Moving beyond basic needs to discretionary spending.


Looking out for products that are durable. 












“The fortunate Rural Climbers”


Upcoming social climbers in Rural Areas. Lower literacy levels than compatible rural consumer segments.


Successful integration in steady work situations. Focus on up- scaling their life-style and living conditions.


Cautious spenders. Casual purchase decisions beyond necessity and physical need.


Attracted to experiment with new options for daily products and services. 

For further Rural Group Descriptions and Detailed Psychographic Profiles per Lifestyle Affinity Segment, please contact us at