DIAGEO

duction ondary research

ary research
ata nalysis mmendations

- World leader in premium drinks business

what

means

&

Income Group
Non-Earning

20% 39%

21% 20%

0-3 Lk pa 3-5 Lk pa >5 Lk pa

Occupation

47%

23% 20%

10%

Age

Students Education

42%

28% 30%

Services 25-27 years 28-32 years 33-35 years Business

74 27

39

Cluster 1

Cluster 2

Cluster 3

Cluster 1 Imitator

(St 1) I enjoy making my own decisions (St 4) I dress more fashionably than most people (St 7) I find it difficult to make friends with boys/girls (St 8) I like parties where there is lots of music and talk (St 13) I like a lot of variety in my life (St 3) I follow the latest trends and fashions (St 5) My family is the single most important thing to me (St 6) I would always abide by my parents choice regarding my life partner (St 10) I can usually organize people to get things done (St 11) In general, its more important to understand my inner self than to be famous, powerful, or wealthy (St 12) I consider myself an intellectual (St 2) I like trying/doing new things (St 9) Other people usually follow my ideas (St 14) I wish I could push many of lifes daily decisions off on someone else (St 15) A womans life is fulfilled only if she can provide a happy home for her family

Cluster 2 Patriarch

Cluster 3 Rooted Go getter

Age Marital Status Cluster1 Cluster 2 Cluster 3 Total

25-27 Years Single 28 8 8 44 Married 2 0 0 2

28-32 Years Single 10 4 3 17 Married 8 5 8 21

33-35 Years Single 1 0 2 3 Married 25 10 18 53 Total 74 27 39 140

Cluster1

25-27 Single Intelligent Ambitious Dependable/Responsible/ Chivalrous Mentally/Emotionally Strong

28-32 Married Single Married Insignificant No significant difference High Status Oriented Ambitious Intelligent Mentally/Emotionally Strong Insignificant

Single Insignificant

33-35 Married Intelligent Ambitious Mentally/Emotionally Strong

Cluster 2

Ambitious Insignificant Intelligent Mentally/Emotionally Strong High Status Oriented Cluster 3 Ambitious Insignificant Independent Intelligent Dependable/Responsible/ Chivalrous

Insignificant

Dependable/Responsible/ Chivalrous Insignificant Insignificant Intelligent Mentally/Emotionally Strong Independent Good Physique Ambitious Insignificant Ambitious Independent Mentally/Emotionally Strong Mentally/Emotionally Strong Intelligent Dependable/Responsible/ Money Oriented Chivalrous

25-27 Cluster1 Sample size Gadget Investments Family/Friends Music Dressing Single 28 20 20 14 12 8 20 14 8 8 8 8 Very few respondents Married 2

28-32 Single 10 10 5 7 4 5 3 5 5 3 3 Married 8 7 3 6 6 2 6 5 2 2 1

33-35 Single 1 Married 25 19 6 Very few respondents 20 12 9 16 13 19 5 6

Cluster2
Sample size Gadget Investments Family/Friends Music Dressing Cluster3 Sample size Gadget Investments

Single
8 6 4 3 5 2 Single 8 5 4 4 3 6 5 2 1 2 4

Married
0

Single
4

Married
5

Single
0

Married
8 5 3 3 5 4 4 5 4 4 3

Very few respondents

Very few respondents

Very few respondents

Very few respondents

Married 0

Single 0

Married 8 7 1 7 1

Single 2

Married 18 13 10 8 1 4 9 1 5

Family/Friends
Music Dressing

7
5 1 7 1

Very few respondents

Very few respondents

7
5 1 7 1

1
2

Very few respondents

17 13 9

25-27 Single Cluster 1 Married Insignifica nt Single

28-32 Married No significant difference Single Insignifica nt

33-35 Married

Family
Friends Society Peers

Family
Friends Peers, Society Celebrities, Women, Media

Friends, Family
Friends Peers Society

Cluster 2

Friends Family Society, Media, Celebrities Women, Peers, Foreign Culture

Insignifica nt

Insignificant

Insignificant

Insignifica nt

Friends, Family Society Peers, Media Women

Cluster 3

Family Friends Society

Insignifica nt

Insignificant

Family Friends Peers, Society

Insignifica nt

Family Friends, Society Media Peers, Women, Celebrities

Peers

Media, Celebrities