Financial Daily from THE HINDU group of publications
Saturday, Nov 20, 2004
Financial Daily from THE HINDU group of publications Saturday, Nov 20, 2004 |
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Marketing
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Marketing Research Number of urban girls, boys to drop in high income States Sudhanshu Ranade
Chennai , Nov. 19 `CATCHING them young?': Better hurry. The number of urban girls in the 15 to 24 age group - `personal products' managers might or might not like to know - will decline by a whopping 13 per cent in the high disposable income States of Tamil Nadu and Kerala between 2001 and 2011. While the decline in city-based boys over the period, in this age group, will be smaller in these two States (8.2 and 5.8 per cent respectively), a decline in their numbers is on the cards in as many as seven high income States.
For the top-10 high disposable income States as a whole (Table I), the number of boys in the 15 to 24 age group will drop 2.6 per cent over the 2001-2011 period. Since the number of girls will increase by only 0.2 per cent, the combined result for boys and girls in this age group will be a drop of one per cent. Sales and marketing personnel targeting this age group will be able to console themselves with the thought that the amount of money in the pockets of youngsters in the high income States will be larger in 2011 than it was in 2001.
On the other hand, the numbers in this age group can be expected to drop more sharply in the years to come; probably more than offsetting possible increases in purchasing power. The position in the lower income States is better, so far as numbers go (Table II). However, lower income States by definition have a lower income. And even for them, it can only be a matter of time.
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