Not a bad season after all: MEC’s Post IPL study

This paper by MRUC presents a case for Household Potential Index (HPI), which takes a leap from the current system of consumer classification - the SEC. The paper argues that Socio Economic Classification (SEC) is often said to be lacking in discriminating the truly potential households and audience. Also, the draw back of using Monthly Household Income (MHI) lies in the difficulty of capturing the correct data, as the respondents are hesitant to disclose the correct MHI. The various assumed variables as a topping to SEC (like durable ownership, frequency of travel by air, intensity of consuming various products and services, recency of purchase etc.) comes with the negative aspect of “judgment” of the individuals concerned. HPI, says MRUC and Hansa Research Group, is a better 'scientific method' to segregate and target the “consuming” class.

A Synovate research study on spending and consumption patterns in Delhi and Mumbai finds that Mumbaikars are frugal spenders; they spend more on TVs and business travel. In contrast, Delhi spends more on personal grooming, high-end cars, personal travel; Delhiites love to splurge.

On-ground advertising and branding is coming of age with the increasing popularity of cricket. Maxus carried out an interesting study to find out the effectiveness of on-ground promotional exercises. The study takes a look at different advertising spots from the perspective of visibility as offered by Asia Cup 2004.