ACNielsen NUPSCALE, the nationwide survey of affluent Indians conducted by ACNielsen India, this year brings into sharp focus the blurring line in affluent consumers in larger and smaller metros. The study covers lifestyle, media habits and consumption patterns of India's urban affluent.
The study gives some interesting insights into on the purchasing and media habits of this key demographic. An analysis segregating households within the Big 6 metros (Mumbai, Calcutta, Chennai, Delhi, Bangalore, Hyderabad) from households in the smaller metros (Lucknow, Patna, Vishakapatnam, Coimbatore, Madurai, Nagpur etc.) reveals corresponding levels of ownership for durables such as electronic entertainment equipment such as Laser Disc players, MP3 players and Home theaters, with affluent Indians in smaller metros even surpassing their Big metro counterparts in terms of ownership.
Similarities in consumption behaviour also extend themselves to the urban affluent Indian individual. When it comes to relatively sophisticated articles of personal grooming as well, the smaller metro inhabitant is as equally brand and beauty conscious.
Some of the interesting findings of the study indicate that higher percentage of people in smaller metros own Cars (92% as compared to 83%) and home theatres (3% as compared to 2%) than the people living in bigger metros. As far as penetration amongst affluent urban individuals is concerned, smaller towns take the cake, be it men or women. For instance, 44% of males living in smaller metros use shaving systems as compared to 39% in big six and 17% women use liquid make-up as compared to 16% in bigger metros. Only product category where individuals in bigger metros have a far higher percentage is mobile phones (37% as compared to 25% in smaller metros).