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| Industry
Omnibus
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In
our business of media and advertising timely information sharing
is knowledge creation. Industry Omnibus is an endeavor to
showcase industry best practices through industry wide research,
case studies, industry newsletters and other relevant information
with exchange4media subscribers. Industry Omnibus further
meets the expectations of our industry, which has made exchange4media
an industry resource. |
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FROM
‘I DECIDE’ TO DEMOCRACY |
TO
THE BEGINNINGS OF MARGINALIZATION |
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IMPORTANCE
OF OPINION – SLIPPING CONTROL |
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DURABLES
& ELECTRONICS |
- My
wife uses. My wife owns. My wife buys
- “We
discuss the brand. But, in the end, it all depends on what
features she requires, since she will use it”
- “The
brand she decides. Ultimately they are the owners of the item…”
- “She
decides which variety, what features she wants”
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I am largely a non-player
- “Children
said we will buy DVD so ok we bought it”
- “My
mother, my wife, my child all told me to change it. He (my
child) has already passed it…”
- “First,
they (the family) should be satisfied with it. If they are
satisfied I am ok. I can adjust”
- Oh,
I do have a role though…
- “I
discuss with friends and advise on which brand is good”
- “My
wife tells me some durable is required, we go together, she
selects. But I decide the brand and the shop”
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MENU
AT HOME |
- Table
no longer a battle between dad and kids
- “They
(the wives) make everything for the children”
- “We
will eat whatever is cooked but if children will not eat then
what’s the point?”
- “We
anyway go out and eat (on work tours). Children have more
of a say at home. They want this today, don’t want this
today…”
- Comical
fall from grace
- “I
ask my wife what’s for dinner because in my house my
son decides what he wants”
- “Sometimes
we also suggest. Children also know that papa is coming home
after longtime, when we go on tour. But what is happening
is our role is becoming less…”
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FINANCIER,
INVESTOR, MONEYBAG |
Greater
control on investment decisions
Role largely relegated to ‘family wallet’
But big ticket items getting democratic
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TREMENDOUS
IMPORTANCE PLACED ON MONEY |
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Active
involvement with wealth, unlike with most other h/h and life decisions |
Greater
need + greater perks = greater wealth need among metro audiences |
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THE
EXTENT OF PRIORITIZATION – AN INTERESTING TWIST |
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While
metro men give greater absolute importance to the wealth pursuit,
non-metro men place much higher relative importance to it
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OLD
WORLD APPROACH |
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| They
do not enjoy splurging or indulging beyond their means |
| They
dislike losing control over their money |
| Metro
men more likely to bite the EMI bullet, although almost as loan-averse |
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HE
SAYS HE DECIDES. REALLY? |
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REALITY:
REAL ESTATE AGENTS |
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| Archive |
The analysis of TV viewing and favourite TV programmes
in 71 territories in 2005
Most watched TV sporting events of 2005 - April
02, 06
Media forecast for upcoming Cricket series- February
06, 06
Regulating For Growth- December 05, 05
Trends in Mumbai print battle- October 29, 05
C & S Homes: The big debate- September 14, 05
Household Potential Index(HPI) from IRS- July 13, 05
THE TV SPORT MAP IN 2004- June 14, 05
Asia Pacific C&S Markets 2005- Apr 28, 05
Consumer Spending Poll- Nov 08, 04
M- SPECTRA : MADISON’S MULTI-MEDIA REACH FREQUENCY ESTIMATOR-
Oct 04, 04
Effective Return on Cricket Ground Signage- Aug 18, 04
Media effect and its measurement in Rural India- Aug 11, 04
Euro 2004 – Performance Analysis- Jul 22, 04
Business Media Opportunities in India- Jul 10, 04
Election 2004: Monitoring of TV Coverage - Jun 26, 04
Election 2004 A Study by MAXUS - May 29, 04
SMS users are open to brand marketing - April 22, 04
Celebrity Endorsements Inside Out: A CyberMedia Study - April
17, 04
Understanding women Study by MCI - March 20, 04
Consultation Note on Issues relating to Broadcasting and Cable
Services -
Jan 01,
04
SMS Selling Made Smarter?!- Dec 04, 03
ICCO World report October 2003- Nov 20, 03
DTH Studyby Initiative media- sep 23, 03
IRS Study- sep 17, 03
CyberMedia Research - July 17, 03
Media Financial Wellbeing - A Study by ATG - June 06, 03
The "Surer" way of consumer contact -May 15 03
TOWN & COUNTRY - June 24 02
All
in All!
Mudra
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