NEW DELHI, August 8: Content and advertisements, both, are planned with readers and viewers in mind. It is about psychographics, and charting out psychographic profiles was also what NRS 2005 has done. The findings, though academic to a certain extent, make for interesting copy.
This is not about what readers or viewers want; it is about the way they perceive things.
On the face of it, many findings are not great revelations in themselves. For instance, upmarket men and women in their twenties today are not very different from each other. Those reading English publications and those not are vastly different in attitudes — this applies also to those viewing English TV channels and those not doing so as well. The North-South divide is stark — consumers in the north are different from consumers in the southern states. Very little differentiates the readers of the two leading English dailies in the capital city of Delhi.
Upscale (SEC A1-A2-B1) men and women in their twenties today have similar attitudes towards shopping. Only three statements out of a battery of 23 set them apart. More young women strongly agree that they are unhappy with obscenity on television compared to men (45 per cent vs 39 per cent strongly agreeing with the statement).
More young women strongly agree that they love shopping compared to men — who are not far behind (49 per cent vs 44 per cent strongly agreeing). Surprisingly, more upscale young men claim to adopt the latest trends and fashions compared to their female counterparts (35 per cent vs 31 per cent strongly agreeing).
Within the SEC A1 group, comparing those in SEC A1 who read English publications with those who don’t, as many as 10 out of 23 statements set the two segments apart. English publication readers, vis-a-vis those who don’t: are more likely to be willing to pay for quality (38 per cent v 33 per cent); will not change their usual brands despite discounts and schemes (34 per cent v 28 per cent); prefer buying on experts’ recommendations (28 per cent vs 23 per cent); adopt the latest trends and fashions (26 per cent v 21 per cent); like variety and excitement in their lives (40 per cent vs 36 per cent); love shopping (41 per cent vs 36 per cent); think supermarkets are the best place to shop (38 per cent vs 33 per cent). On the other hand, more of those not reading English publications are likely to bargain with dealers frequently (31 per cent strongly agreeing vs 26 per cent for English publication readers).
Within the SEC A1 group, those who regularly view English channels are very different from those who don’t, with 11 out of 23 statements setting the two segments apart. More English channel viewers are likely to pay more for quality (42 per cent vs 37 per cent strongly agreeing); try another shop if their brand is not available (38 per cent vs 33 per cent); prefer experts’ recommendations (29 per cent vs 25 per cent); also the recommendations of friends and relatives (22 per cent vs 17 per cent).
English channel viewers love to keep ahead (33 per cent vs 27 per cent); adopt the latest trends and fashions (27 per cent v 21) per cent; like variety and excitement in their lives (38 per cent v 33 per cent); love shopping (41 per cent v 36 per cent) and think supermarkets are the best place to shop (36 per cent v 32 pewr cent). Those SEC A1 consumers not viewing English TV channels regularly are more likely to keep track of every rupee spent (46 per cent v 42 per cent strongly agreeing); and express unhappiness over excessive obscenity on TV: 38 per cent v 33 per cent).
The north-south divide is strong — as many as seven out of 23 statements differentiate even upscale urban (SEC A1-A2-B1) consumers from the two zones. North zone consumers are more likely to keep track of every rupee spent (51 per cent strongly agreeing vs 38 per cent); bargain with dealers (31 per cent vs 25 per cent); believe religious figures more than scientific experts (25 per cent vs 14 per cent) and express unhappiness over obscenity levels on TV today (39 per cent vs 33 per cent). More northern consumers express willingness to try new dishes and types of food (31 per cent strongly agreeing vs 26 per cent) than consumers from the south. Southern consumers are more likely to prefer supermarkets (38 per cent vs 28 per cent strongly agreeing) and buy on experts recommendation (26 per cent vs 20 per cent).
