Solutions
Consumer Segmentation - Market Segmentation
To work successfully in the Indian market and win sustainable growth, marketers do require in-depth, comprehensive information on the key changes and trend patterns in consumer behaviour as they emerge: The break points to the past, the up-coming new consumer consciousness and affinities, the fast growing Indian middle class, the rural markets emerging.
The more exactly you know where your customers are and what drives them, the more efficient and impactful your marketing and sales strategies can be geared. Insights about consumer segments and their spend behavior must replace assumptions through fundamental, empirical secured “bottoms-up” data from the individual person-level, serving as gleaned comprehensive information on consumers and markets.
MMS.IND has built a Master Universe of Indian Consumers is an all-India database of consumers containing 890MM + Individuals above 18 years of age (Status 1/2020). The Indian file lists the individual consumers by name, full address, age and gender, family and household relations / structures. The file contains the income level for each consumer household, household-family relations. It defines the individual’s lifestyle by geographic, behavioural, demographic and psychographic segmentation and additional consumer propensities in more than 18 spend categories.
The Indian consumer data-base combines a wide variety of data sources, linking personalized life-style and consumer data to territorial data and higher level statistics that are indicators for identifying individual profiles.
Age Group: 25-30, Gender: Male
Education: Graduate
Profession: IT, Salaried
Income: 10-12 lakh per annum
Age Group: 25-30, Gender: Female
Education: Graduate
Family Status: Married
Part time job (Salaried)
Are these really homogenous target groups? People are different and do things for different reasons. Even among same income, age group and professional background, they are different consumers with different purchase behaviour. A brand positioning or campaign that excites the second group might completely bore the first group – and the other way around. If you really want to influence people, you need to know what drives them.
The MMS.IND Lifestyle Affinity Segmentation India (LSI®) has detailed information about consumer 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
These PERSONAS have been put together in corporation with national & international consumer behaviour scientists.
Here the summary, high-level description of two sample groups:
U1 – ESTABLISHED URBAN ELITE
“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.
U4 – CONSERVATIVE URBAN MIDDLE CLASS
“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.
geomarketeer - the online market dialog platform
What is Geomarketeer?
Geomarketeer is a granular market segmentation analysis tool. It supports companies in India with geo-location based intelligence, using micro-market focused data and tools to sustainably grow their business. By delivering this information on Software as a Service (Saas) platform, Geomarketeer allows organisations of any size to quickly get started with market research and data backed insights.
By subscribing to the platform, marketeers can sit in the office and understand every nook and corner of the country:
- Visualise, analyse and understand relationships between micro segmented geographies and potential and profile of residing customers
- Experience patterns and trends in India consumers and their geographical relation.
- Easy-to-use Online System
- Subscription to geographies / quantities of customers, prospects for enrichment (profiling)
- 'Private Room' - Users create their own private access login. No third party involved for the analytics / having access to user‘s data space
- Data queries in real time
- Uploading Data: Analytics networking company own and external market / consumer profile data.
- Generate location reports
- Profile Customers
Superimposed with rich Points of Interest Layers, such as business locations, public locations, shops & outlets, you have with the Geomarketeer market-dialog platform and the MMS.IND micro-market segmentation data the best combination of consumer market data and a geospatial analytics engine available for India!
karma - customer enrichment
Karma is explained in different ways: Karma is the law of cause and effect. Karma is action, whether physical or mental, and each action has a consequence. Karma in simple words "is getting what you give" or reaping what you sow.
Knowing consumer’s expectations, spend capacities, orientations and product preferences, supports sales managers to gain a better understanding of what to offer them.
We have called our consumer profiling service 'Karma' for the reason that actions to understand your customers and prospects better will in return increase their loyalty and result in more connected customers satisfied with your products or service.
The MMS.IND Master Universe of Indian Consumers database contains high-precision socio-economic and lifestyle profiles of individual Indian consumers. Each of them is listed by name, age, gender, family and household relations, therefore marital status and family category.
The consumer is then further qualified by lifestyle affinity, monthly income and additional consumer propensities in more than 18 spend categories: Automobile // Insurance & Investment // Loans (Personal, Home, Automobile) // Consumer Goods // Health Insurance // Home Interior // Personal accessories // White Goods & Brown Goods // Electronic Consumer Goods // Real Estate // Apparel // Food // Travel and more.
