Business Today

How we did it

The survey examines the Indian male’s attitudes towards consumption, work, society, and his own future. This being the first survey of its kind, we have no baseline figures that we could use to assess how the Indian male has changed.

     Print Edition: December 30, 2007

 Town

 Sample size

Delhi

 1,000

Faridabad

  240

  Chandigarh

  160

Ludhiana

  240

Jaipur

 320

Jodhpur

 160

Gorakhpur

 160

Lucknow

320

Kanpur

320

Varanasi

240

Patna

240

 Raipur

160

Ranchi

 160

Bhubaneswar

160

Asansol

160

Kolkata

800

Ahmedabad

400

Vadodara

320

Bhavnagar

 160

Bhopal

240

Jabalpur

240

Pune

400

Nagpur

260

Aurangabad

130

Nashik

180

Mumbai

1,000

Hyderabad

 600

Warangal

160

Vijayawada

 240

Bangalore

800

Mysore

160

Kochi

240

Chennai

600

Coimbatore

240

Salem

160

Total

 11,370

The idea of an Indian male survey was conceived by Business Today and Monitoring and Research Systems (MaRS), promoted by former ORG-MARG President Raghu Roy, back in June, 2007.

The survey objectives were manifold: In a country changing rapidly, how were its men, who account for 52 per cent of the population, changing along different dimensions?

Chiefly, we wanted to examine the Indian male’s attitudes towards consumption, work, society, and his own future.

This being the first survey of its kind, we have no baseline figures that we could use to assess how the Indian male has changed.

However, what we have been able to capture richly is his current state of mind. Now, for the mechanics of the survey.

Age   Sample Size
21-30-Single 2,880
25-35- Married 2,830
35-45-Married 2,830
45+ Married 2,830
Total 11,370

The study was carried out among urban Indian working men belonging to socio-economic classes A, B and C drawn from all states of India except north-eastern states and Jammu & Kashmir. 

 The study universe consisted of the entire urban region in the select states with population half a million or more.

Zone Sample Size
North3,160
East 1,680
West3,330
South3,200
Total11,370

The survey was carried out in a total of 35 towns, consisting of three giant metros (population 10 million or more), five big metros (population 3.5 million to 7 million), eight midmetros (population 1.5 million to 3.5 million), six mini metros (population 1.0 million to 3.5 million) and 12 wannabe metros (population 0.5 million to 1 million).

Systematic sampling at household level was adopted as the sampling methodology (booster sampling was resorted to in some cases to meet the SEC by Age quotas at each sample town level), with suitably selected random start points.

Town ClassSample Size
3 Giant Metros2,800
5 Big Metros: 35-70 lakh2,800
8 Mid-Metros: 15-35 lakh2,260
6 Mini Metros: 10-15 lakh1,540
12 Wannbe Towns-: 5-10 lakh 1,970
Total11,370

Men were divided into four age segments: 21-30 years unmarried and three married age segments of 25-35 years, 35-45 years and 45+ years.

Total sample size was 11,370 across the 35 sample towns and the four age segments.

The sample breakdown for the different age and spatial segments are given below.

 

 

 

 

 

 

 

 

 

 

 

 

 

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