TGI@15: New India, New Perspective, New Lens

17 Jun,2015

L-R: Sanket Dave- Research Manager, IMRB International, Geoff Wicken- Head TGI International, Kantar Media, UK, Preeti Reddy- Sr. VP, IMRB International, Hemant Mehta- Sr. VP, IMRB International, Deepa Mathew- Group Business Director, IMRB International, Vishal Aggarwal-Principal Consultant, IMRB International, Tarun Abhichandani-IMRB International, Sagar Sheth- Insights Director, IMRB International


By Dyanne Coelho


It was celebration time for leading market research firm IMRB. On Tuesday, in the presence of a cross-section of marketing service professionals, IMRB marked the fifteen years of completion of its syndicated study Target Group Index (TGI). There is a renewed focus on the study, and senior IMRB personnel were in attendance at an event to explain this at a seminar titled: New India, New Perspective, New Lens. Introducing the study were Preeti Reddy, Senior VP and President-designate of IMRB and Hemant Mehta, Senior VP, IMRB. Also present was Geoff Wicken, Head of TGI International at Kantar Media UK who along with Deepa Mathew, TGI India Head, Sanket Dave, Research Manager, IMRB International and Vishal Agarwal, Principal Consultant, IMRB International addressed the gathering.


The Target Group Index (TGI) is a global database that measures consumer lifestyle, habits, buying patterns, beliefs, values and media habits. It was launched in 2001 in India and has been widely used for studying consumer behaviour across different categories of products.


On the occasion of its 15th year, Geoff Wicken, Head of TGI International, Kantar Media UK shared his perspectives on the study from a top angle view, comparing Indian consumers to its global counterparts. TGI in itself is also slated for some overhaul, accommodating new age tastes, preferences and consumer habits.


Deepa Mathew, TGI India Head, focused on the evolution of the Indian consumer over the past 15 years. There are new states that we have today she said, and also new metros. The number of migrants making their way to urban metros is on the rise. There are different dynamics to the population today than there was 15 years back, Mathew explained. More than half of India’s population is under the age of 30, she said. There is an early start to life, and the age that youth start working is lower than what it was earlier. Gender equations are changing. There is a 30 percent increase in working women, Mathew added. With this, the average age of marriage is being pushed higher and subsequently the age of childbearing is also being getting stretched. “According to RBI estimates, the per capita income of families is on the rise,” Mathew said. This has caused the formation of new categories of consumers. Micro markets within markets have emerged. The time spent outdoors has risen. Subsequently, time spent in restaurants and coffee shops has increased. With the dawn of the digital era, consumers are influenced by other consumers they interact with on social media. Celebrities can no longer influence consumer behaviour to a great extent. “Consumers now have the confidence to take calculated risks,” Mathew said.


Consumer power is shifting to the BRICs, Geoff Wicken, Head of TGI International, Kantar Media UK explained. The use of digital media and technology has resulted in stronger consumer behaviour among BRIC nations, he said. In India, ownership of items like cars, mobile phones, micro waves are steadily on the rise. “Mobile shopping has grown 700 percent between 2010 and 2014,” Wicken stated. According to a study, 49 percent of Indians are trying to keep up with changing technology, 57 percent love to buy new gadgets and appliances, 45 percent depend on the internet as the first source for information of any kind and 64 percent say that they like to try out new food products. Consumers are ready to shell out extra money for quality goods. “Quality is a basic hygiene parameter for consumers,” Mathew said. However with this, brand loyalty has seen a steep descent, as consumers wish to experiment with the variety available, Mathew added.


Sanket Dave, Research Manager, IMRB International highlighted that plans to extend TGI to the North East and Jammu and Kashmir are underway. New categories of products, such as green tea, olive oil, and various personal health care products are also being added. Additionally, the study delves deep into the world of digital and attempts to break down consumer digital behaviour, apps usage, social trends and e-commerce purchase behaviour.


Vishal Agarwal, Principal Consultant, IMRB International focused on the TGI Clickstream that tracks the real time internet usage of consumers. It targets consumers and analyses their online brand behaviour using metrics like the amount of time spent on a particular site, page clicks, etc. Thus it helps brands break down their consumer targets into smaller fractions and retarget. Said Shripad Kulkarni, CEO, Percept Media: “Clickstream is something very very interesting, and it will be nice to see how Clickstream data can be combined with the treasure that TGI has. Really looking forward to that,” he said.


The recurring theme for the evening revolved around the changing Indian consumer, changing values and behaviours, the advent of the digital medium and the implications of these factors on the industry. “The international trends were very interesting, as was the comparison of consumer behaviour in India versus how it is in other countries. In many ways it was a bit surprising, because India seems to be quite progressive on the hierarchy as compared to what I thought, Ronita Mitra, Senior Vice President – Brand and Consumer Insights, Vodafone India expressed.


The seminar highlighted the changing consumer patterns over the years and the implications it has for marketers. It also placed India alongside other nations and studied the growth on a number of platforms.


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