In an effort to provide a realistic picture of the affluent Indian society, the Nielsen Company India on Wednesday launched its first-of-a kind survey titled `Nielsen Upper Middle and Rich (UMAR)? in Mumbai. It has covered more than 18,250 individuals across 35 Indian metros and has profiled the hard-to-reach affluent Indian consumers, their lifestyles and media consumption habits.
On the rationale behind the survey, Partha Rakshit, MD, South Asia, the Nielsen Company explained that the primary reason for conducting the survey 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,? he added.
According to the survey, Delhi, Bengaluru and greater Mumbai have been named as the top three most affluent cities in the country based on lifestyle and consumption habits of the people residing there.
The survey has ranked Delhi at the top of the chart of 10 most affluent cities based followed by Bengaluru at the second place, Greater Mumbai (3rd), Chennai (4th) and Hyderabad (5th).