Household Premiumness Index
Household Premiumness Index : Household Premiumness Index By: Deepika Singhal Gayatri Dhawan Harsh Rasiwasia Isha Rani FF1/2008-10/Group#3 EVOLUTION OF HPI : EVOLUTION OF HPI By:ASHOK DAS 5TH MAY’05 M.D( Hansa Research) TO OVERCOME THE DRAWBACKS OF EXISTING TOOL TO CLASSIFY CONSUMERS THROUGH CONSUMPTION PATTERN PREMIUMNESS : PREMIUMNESS Something that is “wanted by many” but “consumed by few” Household premiumness index : Household premiumness index New consumer classification system Inverse relationship with respect to the penetration It indicate the consumer intensity of the market Benefits to marketers : Benefits to marketers Classify the entire country in SINGLE CONSUMER INDEX Identifies TOP END consumers Determines MARKET SIZE AND PLAN DISTRIBUTION Benefits to marketers : Benefits to marketers Representative of Vast Rural population. Premiumness of goods will be decide by there Demand Rather Than Penetration. Focus on Highest Education of women in households. Hpi products : Hpi products 41 per cent of all homes in India have Television. Only 2 per cent have a flat TV. Hence homes with a flat TV is considered to be “premium” by HPI measure. Top cities HPI Scores : Top cities HPI Scores Top cities hpi scores : Top cities hpi scores Affluence levels in towns such as Kanpur, Indore or Surat are three-fourths or more than that in Mumbai. Not only do residents of these cities Buy Durables, Financial Services And Telecom Products at roughly the same pace as metro buyers. They also Consume Media in more or less the same quantities. Internet penetration, DTH sales and C&S (cable and satellite) off-take is growing faster in small towns. Modern tools of measuring market : Modern tools of measuring market SEC HPI conclusion : conclusion By HPI system marketers and planner can now refine market prioritisation. The HPI doubles as one moves from a lower group to the next higher group. Slide 12: THANK YOU
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