Indian advertisers to adopt a new consumer classification system
Raymond Lifestyle, India and international, and chairman of The Indian Society of Advertisers, said, “The economy is developing at a rapid pace. At such a pace it is even more important for us as advertisers to understand our consumers and their behaviour.
ISEC is representative, relevant and robust. It gives us a holistic view of our audience segment and how they are equipped to make decisions." Industry stakeholders that are on track to adopt ISEC include The Indian Society of Advertisers, researchers at various organisations such as ITC, Hindustan Unilever Limited, Marico and Dabur India, research agencies including Kantar and IPSOS, and media agencies.
Amit Adarkar, CEO, Ipsos India, said, “Socioeconomic classification is the starting point for any planning or decision-making, and impacts almost all industries. NCCS was introduced at the time when digitisation was gaining momentum and women’s representation in household decisions was marginal.
Our country has evolved greatly since then and it’s essential that we have an SEC that is equally evolved." The new classification system has been created by experts from across the research and insights industry and allows for "improved distribution" and sharper and more refined targeting of consumer cohorts. “A better and deeper understanding of consumer cohorts is always appreciated.
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