Sept. 4 – The Nielsen Company in India has just released the results of the first ever Nielsen Upper Middle and Rich (UMAR) survey that sought to decode the behavior of India’s well-heeled.
The UMAR polled more than 18,250 wealthy individuals across 35 Indian cities on their lifestyle and mass and emerging media consumption. The definition of affluence was based on the standards of defining socio economic class and other Nielsen variables.
“The primary reason for conducting Nielsen UMAR was to obtain first of all a realistic estimate of this segment, and secondly, to profile their media and consumption habits. There is no study today in India which provides an accurate estimate of this target group; large scale surveys like the NRS and IRS grossly underestimate this segment as their sampling procedures are directed towards a mass audience and not specifically to this segment,” said Partha Rakshit, Managing Director, South Asia, The Nielsen Company, said in a statement.
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