Actors and industrialists seem to be the hot favourite role models with Indian urban consumers.
As per Indicus Consumer Tracker's latest quarterly (December-January) survey of over 28,000 urban Indian consumers on their role model for success, veteran actor Amitabh Bachchan continues to be at the top spot. Besides Bachchan, in the descending order, the top 10 list includes Dhirubhai Ambani, Shahrukh Khan, Bill Gates, Sachin Tendulkar, A P J Abdul Kalam, father, mother, Narayana Murthy and Aishwarya Rai.
Close on their heels were politicians and industrialists such as Azim Premji, Anil Ambani, Sonia Gandhi, LN Mittal, Subroto Roy, Manmohan Singh, Mukesh Ambani, Sourav Ganguly, Jayalalithaa and Vijay Mallya.
Indians mostly figured on the list, with just two foreign nationals claiming the hearts of Indians - Bill Gates at number four and US president George W. Bush at number 41.
Men seemed chauvinistic in their choice of success icons. Other than their own mothers, no woman showed up in their list of top 10. In contrast, on an average, seven men and three women form the top 10 for women.
While Bachchan leads the mind-share of all key demographic consumer segments (age, gender, occupation, city type or region), Dhirubhai Ambani is the number two for most consumer segments, with some exceptions. For women and housewives, it is Shahrukh Khan; for teenagers, it is the father; and among respondents from the southern region, it is President Kalam.
The economics research firm Indicus Analytics launched Indicus Consumer Tracker to monitor consumer advertisement, brand, lifestyle and consumption preferences. It tracks brand and ad recall of consumers for 32 specific product categories.
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