"National Survey of Indian Consumers" (ICE 360° Survey, 2014)

Purpose and Value of the Research

ICE 360o Survey, 2014 is the first household level primary survey conducted by PRICE covering an all-India representative sample of 20,195 households with earners selected from a listing of 1,01,534 households. The survey primarily focussed on providing household level, insightful and relevant information on economic and social well-being of Indian households including social inclusion, especially access to public goods and infrastructure, for the public domain to aid in advocacy and evaluation of the effectiveness and appropriateness of economic and public policy. Some of the key themes of the Indian consumer economy, captured by the survey, included household level income, expenditure, saving patterns, social inclusion, and financial optimism and life style indicators. One of the key focus areas of the survey was to provide a better and sharper, understanding of ‘Middle India’ by defining it and profiling it; and assessing the impact it can potentially have in boosting India’s future prospects, as a successful and stable country, as a growing economy, as a preferred destination for future developmental interventions such as FDI etc. The survey had two other riders as two additional modules; the first on ‘Gold purchase and investment behaviour of Indian households’ and the second on ‘Two-wheeler ownership and future purchase intention of Indian households’.



Core focus areas

  • To understand economic wellbeing of India households based on income, expenditure and saving profile.

  • To determine the status of households on key socioeconomic and demographic variables.

  • To understand occupational profile of households and their sources of income.

  • To understand state of the nation: perceptions, aspirations, trust levels etc.

  • To determine the status of consumption.  

  • To understand the level of financial inclusion.

  • To understand the level of social, political and economic inclusion of Indian households.


Thematic Areas

Theme 1: “Middle India”: Key to Inclusive Growth and a Prosperous Future India

  • Describing and defining ‘Middle India’ on the basis of income and comparing it with ‘Poor India’ and ‘Rich India’;

  • Exploring financial, social, and political inclusion of ‘Middle India’

  • Profiling “Middle India” on how it earns, spends and saves'

  • Understanding the ’State of Mind’ of ‘Middle India’: Financial optimism, feeling of security, sense of belonging, contentment and  aspirations;

  • Understanding migration and its impact on inclusion

Theme 2: Gold purchase and investment behaviour of Indian households

Theme 3: Two-wheeler ownership and future purchase intention of Indian households


Sample Coverage and Allocation

Clusters Number of Districts Sample Districts Sample    Blocks/ Villages Listed Household Detail Households
Metros 10 8 200 20,159 4,000
Boom Towns 18 13 128 12,917 2,559
Niche Towns 39 23 198 19,865 3,960
Rest of Urban 559 37 184 18,545 3,679
Urban   81 710 71,486 14,198
Developed Rural 151 25 69 6,870 1,379 
Emerging Rural 159 20 100 10,176 2,019 
Under Developed Rural 317 27 131 13,002 2,599 
Rural   72 300 30,048 5,997
All India   - 1,010 101,534 20,195


To view technical note contatining - "Survey Approach & Methodology", "Data Validation and Reliability of Estimates", "Concepts and Definition", etc. about ICE360o Survey, 2014.  Read More>> ACP_PDF 2_file_document

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