Abstract:
This paper describes how in a heterogeneous market, such as India, a single socio-economic classification system is not sufficient to discriminate across various product categories. It demonstrates a new basis of segmenting households on lifestyle related parameters which, unlike the existing system, work very well for premium products and services. The results are based on experiments carried out during the last four years to develop the same.
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Reaching the elite
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Rural socio-economic classification
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