Urban-rural divide ends in consumer profiling
MUMBAI: Indian advertisers and marketers can look forward to sharper household profiling to help them target their consumers better. The Media Research Users Council (MRUC) and Market Research Society of India (MRSI) have together introduced a new Socio Economic Classification (SEC) system, the work for which started almost five years ago. The changes in SEC, brought about after 25 years, will mean that urban and rural consumers will now come under one roof and households will be classified on the basis of educational qualifications of the chief earner in the household and the number of consumer durables owned by the family. "India has gone through dramatic changes since the 1980s when the current SEC system was formed. There was a need to sharpen the segmentation along with consolidating the urban and rural consumer as one instead of two separate sets of consumers like it was done earlier," says Lloyd Mathias, chairman, MRUC & president, corporate monitoring, Tata Telese...