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NRS 2005: Some insights on psychographics and non-conventional media in rural India

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NRS 2005: Some insights on psychographics and non-conventional media in rural India

Amongst the other value-additions included in the second and final set of data released by NRS 2005, there are some interesting findings on the changing trends in psychographic segmentation and the non-conventional media used in rural India.

Psychographics segmentation

Before enumerating the various points that were seen in the psychographics segmentation, ACNielsen’s Director, Client Service, Badrinath Nuggehalli informed more on the methodology used in this segmentation, which revolves around attitudes towards purchase triggers.

Topics chosen included the likes of search for information and enjoyment of the shopping experience amongst others. A battery of 23 statements was developed and final statements were administered to all NRS respondents aged 18 years and above. The responses were collected in the form of claimed positions on a 5-point scale ranging from ‘Strongly Agree’ to ‘Strongly Disagree’.

Throwing light on some of the highlights from the data captured here, Badrinath began with points like upmarket men and women in their twenties not being very different from each other today.

Listing the statements that bring out this view, he said that only three out 23 statements replied by the two were different, “More young women strongly agree that they are unhappy with all the obscenity on TV compared to men, 45 per cent vs 39 per cent strongly agreeing. More young women strongly agree that they love shopping compared to men and surprisingly, more upscale young men claim to adopt the latest trends and fashions compared to upscale young women.”

Another fact he brought out was that English readers were vastly different in attitude from non-English readers, the trend applying to English TV viewers as well.

Unlike, non-English readers, English publication readers are more likely to be willing to pay for quality, will not change their usual brands despite discounts and schemes, prefer buying on experts’ recommendations and adopt the latest trends and fashions, like variety and excitement in their lives, love shopping and think supermarkets are the best place to shop.

On the other hand, more of those not reading English publications are likely to bargain with dealers frequently. These statements hold true for the SEC A1 group.

The same trend is seen in channels, wherein again within the SEC A1 group, those who regularly view English channels are very different from those who don’t, with 11 out of 23 statements setting the two segments apart. For instance, English channel viewers are likely to pay more for quality (42 per cent vs 37 per cent strongly agreeing). They try another shop if their brand is not available (38 per cent vs 33 per cent), prefer experts’ recommendations (29 per cent vs 25 per cent) and the recommendations of friends and relatives.

In a similar manner, the North-South divide emerges as a strong point – as many as seven out of 23 statements differentiate the upscale urban consumers in the two zones. Some differences are that north zone consumers are more likely to keep track of every rupee spent (51 per cent strongly agreeing vs 38 per cent), bargain with dealers, believe religious figures more than scientific experts and express unhappiness over the obscenity levels on TV today.

Where these differences are brought to fore, similarities between the readers of the two leading English dailies in the capital city of Delhi is also established.

Non-Conventional Media in Rural India

Given that NRS 2005 aims at covering every district in the country, Sam Balsara, Chairman, NRSC reiterated that the rural data findings that NRS had to throw were some of the most insightful and robust ones. NRS 2005 shed more light on the non-conventional media to reach rural India.

Bringing out more findings here, Badrinath said that recognising the need for supplementing data on exposure to mass media in rural India, three data capture areas were identified, “Frequency of interaction with opinion-leaders in the village, frequency of visits to various contact points and ease of access to retail outlets for items such as newspapers and magazines; personal care products; OTC products; readymade garments and hardware items.”

As for the methodology used, questions in the non-conventional media section were administered to all respondents above 12 years of age in rural areas. In order to demonstrate the use of this data, all India averages were compared with the average for the Top 10 SCRs of the country based on the weighted Nupscale Score in rural areas as an indicator of prosperity level. These SCRs included Bisht Doab (Punjab), Eastern Haryana, Himachal Pradesh, Gujarat Plains and Kachch (both Gujarat), Goa, Central Travancore and Kochi (both Kerala); Coimbatore (TN) and Malnad (Karnataka).

Some key findings that come across are that STD booths are good contact points in rural India, with 41 per cent of the population visiting them. In the Top 10 most prosperous SCRs, more than 50 per cent of the population visit STD booths. This is followed by post offices, banks, aanganwadis and co-operatives.

On the point of interaction with opinion leaders, in the top 10 SCRs, more than 30 per cent of the population interacts regularly with Panchayat members and postmen. Others who are frequently interacted with are Gram Sevaks (15 per cent) and Micro-Credit Agents (9 per cent).

On another point of ease of access to retail outlets, retail distribution reaches 56 per cent of India’s villages for personal care products. The reach is higher in villages of population 5,000 and above. Newspapers have a reach of 26 per cent of India’s villages, while magazines have a reach of 11 per cent.

These factors give the broad findings that NRS 2005 has for its clients in terms of value-additions to the readership and other data. The CD released now would be inclusive of all these and the final one, as far as NRS 2005 is concerned.


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