Hey CurioCitizens,
Firstly thank you so much for your expression of interest!
Its Friday and a perfect day to start our learning & sharing series "CurioCity". You've got the weekend for a relaxing immersion. Discussion on this week's topics will be open till next Friday.
FOR THE SOUL:
I believe fitness is soul deep.
When we are fit emotionally, mentally and physically we are sure to succeed.
So lets kick off right away with a high energy personal development video by Anthony Robins. He gives a very inspiring talk about "Why we do what we do, and how we can do it better".
Btw this ranks amongst the top 10 of all TED talks as well.
PS: I do not approve of the language used but the essence of the talk is very compelling!
FOR THE MIND:
On popular demand, the intellectual topic that we will be discussing this week is the new SEC classification system - the pros & cons.
Haven't currently shared my point of view deliberately as I do not wish to bias your opinions before going through the topics.
Looking forward to know your thoughts.
Cheers,
R3
Hi .. my 2 cents on the new SEC classification. Although i feel by bring rural and urban india under the same classification we now have an opportunity at targeting the rural consumer who was earlier somewhere lost in the R1 R2 classification. Say a TV manufacturer who was building a particular model for SEC B now has an addition 5.5 %(B1+B2) of the rural population that he can look at . My question here though is would the buying patterns of a person in B1 from rural india be the same as that of an urban indian..
ReplyDeleteInteresting POV, GB2... so, correct me if am wrong, in essence you are saying 'Yes, we can better gauge the capacity to consume using the new SEC system but the intention to consume is nebulous'
ReplyDeleteI agree with GB2 here...While I believe that the new SEC system is far better than the current one it needs further sharpening..like GB said and Arti rephrased buying capacity and intent are two different things and i dont see any correlation being taken care of in the research.
ReplyDeleteBut is there a way to gauge and validate the intent by some proxy? specially when the survey is this extensive and research is highly quantitative in nature..
-Sachin
@Sachin,
ReplyDeleteIntent to purchase cannot be measured as it is very diverse and product specific. So employing a proxy would not work in a generalist survey such as this. Having said that, normally MR quanti surveys commissioned by brands have a question on intent to purchase at the end.
@GB2,
We use SEC classification to gauge the propensity to buy and to that extent mission is accomplished.
To address the the issue raised by you, there is a need to separate out the rural consumer from the urban consumer while not losing the common platform. This I believe can be accomplished by simply including a filter through an additional input which can be the place of residence (we don't even need to ask this to the respondent)
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ReplyDeleteTo better clarify the above point, let's consider an A2 rural consumer and an A2 urban consumer and a product such as an Air Conditioner.
ReplyDeleteThe point to be noted here is both can afford to buy it(Economic context), but the more relevant question here that differentiates both is "would they buy it? and if yes, why?"
For the A2 urban consumer, an AC could be a necessity whereas for the A2 rural consumer it most likely is an aspirational item due to the social context.
Now the AC brand using the new SEC classification system can better evaluate the TG (both urban & rural) and simply tweak its message to suit its TG.
@R3 agree as far as the place of residence is concerned . Another query here ..how is electricity connection relevant as a standard when half the other elements on the same scale are run by electricity :)
ReplyDeleteI think all these 11 household items/ durables / indicators are step wise chosen by 'LIFE' meaning if a person has an item "G" he is likely to have "A" to "F" as well. Hence electricity would figure invariably everywhere where the number of items is 1 or more :)...thats my take on it.
ReplyDeleteHowever I feel that we should not have the same weights for all these 11 items.what say?