Saturday, May 07, 2005
Saturday, May 07, 2005 |
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Bangalore
Staff Reporter
BANGALORE: Media Research Users Council (MRUC), a Mumbai-based non-profit organisation for media research, will come out with a new "household premiunness index" (HPI) that will enable advertisers, media houses and those in marketing to adopt better strategies in reaching their targets. Ashok Das, Managing Director of Hansa Research Group, which helps MRUC in bringing out Indian Readership Survey, said this at an interaction with media executives, advertisers and publishers here on Thursday. He said the new system of arriving at the index would be in place by the end of the year. The tools available hitherto were not representative of the vast rural population and hence it was not flawless. The new HPI would overcome this. It would explain the consumer choices better. The reach of the products was till now graded on the basis of the extent to which they had reached different corners of the country. Now, the demand for goods rather than their penetration would decide the "premiumness" of a product, he said. Another value addition would be its focus on the highest education of women in households. Hitherto, it only looked at whether she had passed Class X or not. The number of rooms in a house would also be made known. Till now, only the quality of building (described as kutcha or pucca) was being studied. Earlier N.P. Satyamurthy, Director-General of MRUC, said that products such as television sets were being sold more in rural areas than in cities. Sudha Nataraj of Interaction, an advertising agency, said housewives were more educated in the country and the people were moving towards branded goods.
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