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NCAER Studies

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Abhijeet S
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NCAER Studies - October 11th, 2010

The National Council of Applied Economic research from time to time conducts various studies, mapping the markets and consumer perceptions. The Indian Marketing Demographics is one of the largest surveys conducted by the NCAER in 1996.


The survey covered 515 cities and towns, 1509blocks and 182,599 households in the urban areas, and 820 villages across 410 districts and 99,169 households in the rural India. Mapping the ownership and purchasing patterns of a mammoth 281,768 varieties of consumer durables and 18,730 varieties of consumer non-durables, the survey provides insights into the contours of consumption in the country.



The most important innovations of this survey has been that household income has not been taken as the single most important factor in defining the consumers.

The NCAER research, in a nutshell, tracks the penetration of different products and audience size across population including SEC demographic segments also. This helps the planners know the market opportunity and brand-wise penetration more scientifically.
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