Top Story

e4m_logo.png

Home >> omnibus >> Article

MRUC elaborates the usefulness of consumer segmentation model HPI

18-June-2005
Font Size   16
Share
MRUC elaborates the usefulness of consumer segmentation model HPI

This paper by MRUC presents a case for Household Potential Index (HPI), which takes a leap from the current system of consumer classification - the SEC. The paper argues that Socio Economic Classification (SEC) is often said to be lacking in discriminating the truly potential households and audience. Also, the draw back of using Monthly Household Income (MHI) lies in the difficulty of capturing the correct data, as the respondents are hesitant to disclose the correct MHI. The various assumed variables as a topping to SEC (like durable ownership, frequency of travel by air, intensity of consuming various products and services, recency of purchase etc.) comes with the negative aspect of “judgment” of the individuals concerned. HPI, says MRUC and Hansa Research Group, is a better 'scientific method' to segregate and target the “consuming” class.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...