“CONSUMER AWARNESS OF DIGITIZATION IN MUMBAI”
IN PARTIAL FULFILLMNT OF THE REQUIREMENTS FOR MASTER IN MANAGEMENT STUDIES (MMS)
2011-2013
ROLL NO. P-10
SUBMITTED TO DR. V.N. BEDEKAR INSTITUTE OF MANAGEMENT STUDIES, THANE
ACKNOWLEDGEMENT
I would like to thank AC Nielsen for giving me the chance to inter with them and for granting me this learning opportunity. I want to extend my gratitude to my project guide Mr. Erfan Sayed for providing me with his valuable time, extreme guidance and motivation and related help in carrying out this project. For their helpful inputs and constant support and patience, I take this opportunity to express my heartfelt appreciation and gratitude to my supervisors and data verifiers. I am also thankful to Prof. Pallavi Chandawaskar whose timely help and valuable suggestions, encouragement and guidance have helped me throughout my project. I also want to thanks my friends and colleagues, who have directly or indirectly helped me in the completions of my project. Lastly, I would like to thank the entire staff of AC NIELSEN organization and the faculty at Dr. VN BRIMS for their support and co-operation during my project.
GITESH DHOTRE P-10 MMS (2011-13)
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STATEMENT BY THE CANDIDATE
I wish to state that the work embodied in this Project titled CONSUMER AWARNESS OF DIGITIZATION IN MUMBAI forms my own contribution to management. Wherever references have been made to intellectual properties of any individual / Institution / Government / Private / Public Bodies / Universities, research paper, text books, reference books, research monographs, archives of newspapers, corporate, individuals, business / Government and any other source of intellectual properties viz., speeches, quotations, conference proceedings, extracts from the website, working paper, seminal work et al, they have been clearly indicated, duly acknowledged and included in the Bibliography.
PROF. PALLAVI CHANDWASKAR DR. VN BRIMS
GITESH DHOTRE (P 10) MMS (2011-13)
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MEETING WITH INTERNAL GUIDE
Date
Topic Discussed
Comment/Remarks
Signature of Guide
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TABLE OF CONTENT SR NO. 1. PARTICULARS PAGE NO. 6
GENESIS OF THE PROJECT
2.
BACKGROUND OF THE ORGANIZATION
7
3.
NATURE AND SCOPE OF THE PROJECT
11
4.
OBJECTIVES OF THE PROJECT
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5.
RESEARCH METHODOLOGY
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6.
FINDINGS AND OUTCOME OF THE STUDY
15
7.
LEARNING FROM THE PROJECT
34
8.
REFERENCES
35
9.
ANNEXURE
36
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1. GENESIS OF THE PROJECT
As the consumers are spread wide across the lands of Mumbai, the research team had decided to go with the interviews in all the areas divided as per postal codes collecting respondents for the interview. Broadcasting industry has grown to its peak in India, through various means like the local cable operators, private players providing DTH services like Tata sky, Reliance Big tv, Dish tv etc. The collection of the responses was as per their willingness to provide the information and to participate ahead for the panel members who will be interviewed again post the deadline to see the changes in their implementations of the act and using installing the set top boxes. The project works on the questionnaire specially developed for this project which takes care all the aspects of the consumers, covering the chief wage earner of the house or the decision maker, the buying pattern of the consumer, the spending power, the awareness of the set top box and the deadline of the act. This project concentrates on the consumer awareness of the Government Act for making Digitization compulsory in all the metro cities (Mumbai, Delhi, Kolkata and Bangalore) of India. It has declared 30th June or 1st July as the deadline for the amendment of the act.
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2. BACKGROUND OF THE ORGANIZATION
ACNielsen ORG-MARG was formed in 1995 when
two of the largest Indian research companies ORG and MARG merged. ORG, founded in 1961, was the pioneer in market research in India. MARG was founded in 1983 and soon became one of the fastest growing players in the South Asian market. The company was acquired by VNU in 2000 and is now part of the ACNielsen network globally. It is because of this powerful parentage that ACNielsen ORG-MARG is able to provide the marketing community a wide array of syndicated and customized research services.
As part of the customized research solutions it provides, ACNielsen ORG-MARG possesses immense expertise in the areas of media research, financial research, automotive research, telecom research, health care research, opinion polling and rural studies as well as specialist divisions for industrial research and social research.
ACNielsen focuses on consumers to help clients answer their most pressing questions using the richest, most comprehensive market information, professional service and analytical and proprietary tools in the industry. ACNielsen, now merged with VNU, one of the world’s leading media and information companies, is the recognized global leader in market research, information and analysis. With 21,000 employees and annual revenue of Rs. 72 billion (US$ 1.64 billion), ACNielsen is the world’s leading market research firm, offering measurement and analysis of marketplace dynamics, consumer attitudes and behavior in more than 100 countries. ACNielsen’s
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clients include leading consumer product manufacturers and retailers, service firms, media and entertainment companies and the internet community.
Clients look to ACNielsen to help them identify business opportunities and create the best possible framework for successful decision-making. They rely on ACNielsen to help them win in the marketplace. They trust the company’s information – unique in the market research industry – for its speed, accuracy, quality and coverage. They depend on its highly developed software tools and analytical skills. And they count on the highly trained people who provide market knowledge, professional expertise and marketing insight. Market research is a cost-effective way of finding out what people think, want, need or do. Normally it is information unavailable elsewhere. Businesses use market research to help them produce goods and services in line with their customers’ needs and to evaluate the success of marketing strategies. Most successful organizations recognize that inadequate research significantly increases the risk of failure in the marketplace. Social and government bodies also use market research to gauge public opinion, as an input to policy generation or to measure the success of government communication campaigns and tactics.
In India too, ACNielsen (as the erstwhile ORG) was the first market research organization and the creator of the sub-continent’s first-ever retail audit tracking system. Over time this methodology has been successfully replicated across key industries like pharmaceuticals, durables, telecom, bicycles and apparel amongst others. In addition, a thorough understanding of customized consumer research has allowed the company to give marketers a single window view of their consumer markets. Mammoth projects like election ballot-counting and forecasting, national readership surveys and countrywide shop census that span a host of geographies and consumer segments have been carried out to enable a complete understanding of the factors that dictate market phenomena.
This has been possible primarily because the company has invested heavily in setting up the infrastructure and instituting the technical training required to conduct research of this magnitude and complexity. Both globally and in India, ACNielsen is at the forefront of the retailer-supplier
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partnership, helping clients drive forward their businesses and bringing consumer insight and sophisticated modeling and analysis to the discipline of category management. Information is critical to this process and ACNielsen plays a key role in providing retailers and suppliers with a common language through the provision of data, services and tools. The social research division of ACNielsen ORG-MARG is amongst the largest in Asia comprising professionals specializing in the areas of family welfare, health/nutrition, education, rehabilitation, social communication, etc. Its clientele includes international agencies such as WHO, UNICEF, Ford Foundation and the Government of India . In the customized arena ACNielsen ORG-MARG provides a wide array of syndicated and customized research services. Over the years, these capabilities have made it the first choice of consumer contact for a better understanding of consumer opinion, attitude and behavior. In India and South Asia, ACNielsen is the sole source of retail audit information and covers over 124 fast moving consumer goods, pharmaceuticals and other products. The ACNielsen Retail Store Audit in India covers all retail outlets and continuously monitors a panel spread across 367 cities and about 983 villages. In addition, audits that encompass various industries like liquor, automobile lubricants, paints and soft drinks stores are empanelled in both urban and rural areas. Combined with technologically advanced delivery platforms, the process ensures that ACNielsen clients get superior information about their consumer markets than is available anywhere else.
Joint Ventures with GFK for monitoring durables (ORG-GFK) and IMS for monitoring pharmaceutical sales (ORG-IMS) ensure coverage of key consumer industries. Within its portfolio of products, ACNielsen ORG-MARG possesses syndicated surveys that cover a wide range of product/service categories for which interviews are conducted with many different target groups – adult men and women, business school students, credit card holders, investors, bank customers, doctors, etc. These surveys cater to the information needs of a host of industries such as automotive, finance, pharmaceutical and media.
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ACNielsen in India derives much of its own promotion by both its information and experts being quoted in the public domain. As the industry standard in many countries, ACNielsen, and indeed its clients, frequently provide selected data and insight to the media for publication. ACNielsen associates are regularly quoted in the press, commenting on issues of the day. They are also invited to appear on numerous conference platforms throughout the world as industry and issue experts. For specific services and studies the company ensures that it keeps the marketing community informed through a sustained client communication programme across the year. The company cooperates with respected publications to publish influential surveys, which are widely reported in the media and used for reference by the trade and brand owners. Its constant drive to better understand varied parts of the consumer landscape and the dynamics of India’s consumer market have made the company the fulcrum of leading edge information.
ACNielsen aims to help its customers turn information into insights, insights into knowledge and knowledge into actions that drive profitable growth. Its vision is to be recognized worldwide as the premier professional services firm in market research, supported by the core values of integrity and honesty, respect and development of people, and excellence and innovation.
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3. NATURE AND SCOPE OF THE PROJECT
NATURE
? ? ? ? ? The project is a core marketing research based. The project is a study for consumer awareness of digitization in the Mumbai. The research is conducted through personal interviews of the respondent in the each areas of Mumbai. It focuses more towards the use of set top box in the masses. The governments initiative to spread digitization has to be inspected to implement it better.
SCOPE
? ? ? The project has the scope to give an idea of the percentage of population aware of the act passed. And through the result help the government to use various means of advertising to make the remaining masses aware of the act and help implement it. The data provided by the survey is helpful for the government to focus on various areas to improve on their awareness and implementation.
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4. OBJECTIVES OF THE PROJECT
MACRO OBJECTIVE:
The objective of the research performed is to study the awareness of the masses towards digitization and the set top box.
MICRO OBJECTIVE:
? ? To know the various means/modes of advertising proven helpful to reach all the masses. To create awareness for set-top box.
? To study the buying capacity and the behavior of the masses towards installing set top box at
their household.
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5. RESEARCH METHODOLOGY
Data Collection: Primary Data: Primary research consists of the collection of original primary data. It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data. Personal Interview Interviewer by his own skills can overcome the resistance if any of the respondents the interview
method can be made to yield on almost perfect sample of the general population. Data collection method: Face To Face Interview Here, the interviewer follows a rigid procedure and seeks answers to a set of preconceived questions through personal interviews. This method of collecting is usually carried out in a structured way where output depends upon the ability of the interviewer to a large extend. Type of interview: Booster Booster interview is a field patterns. In this type interviewer goes to respondent’s house or office and takes his interview with prior appointment. In this type database plays an important role. Database contains all required information related to respondents. With the help of data base prior appointment is taken and then interview is conducted. The other method is random interview where right hand rule is applicable. For this study I used booster method. Tools: Questionnaire A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Secondary data: Websites, Magazines and Journals Type of Research: Exploratory Study (Field Research) Exploratory research is a type of research conducted for a problem that has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects.
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Technique: Interviewer uses a detailed schedule with an open and close question. SAMPLING Technique: Simple Random a simple random sample is a subset of individuals (asample) chosen from a larger set (a population). Each individual is chosen randomly and entirely by chance, such that each individual has the same probability of being chosen at any stage during the sampling process, and each subset of k individuals has the same probability of being chosen for the sample as any other subset of k individuals[1]. This process and technique is known as simple random sampling, and should not be confused with random sampling Method: Cluster Sampling and Area Sampling Cluster sampling is a sampling technique used when "natural" but relatively homogeneous groupings are evident in a statistical population.
Place and time: Study was conducted in Mumbai only for the period of 45 days.
Area: During the internship I had the opportunity to collect respondents interview in : 1. Andheri west 2. Bandra east 3. Bandra west 4. Bhandup east 5. Bhandup west 6. Dadar west 7. Ghatkopar west 8. Kanjurmarg east 9. Khar west 10. Mahim east 11. Mulund east 12. Santacruz east 13. Vikhroli west
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5. OUTCOME OF THE STUDY
Secondary literature review.
Findings and interpretation of primary data.
Recommendation and conclusion.
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5.1.
SECONDARY LITERATURE REVIEW
MARKET RESEARCH
What is Market Research? Market Research is defined as ?the systematic gathering, recording, analyzing of data about problems relating to the marketing of goods and services.?
In simple words, market research can be described as the process of understanding views and opinions of consumers on various products and services. By talking to the consumers from various walks of life, their likes, dislikes, preferences for various products and services can be assessed and keep them satisfied by offering better products and services.
Why is Market Research necessary? Market research is very necessary to know the reaction of the consumers or users of new/existing products and services, and also to know the reasons of such reactions. It aims at finding out what the consumer thinks or will think about the product/services, what his likes, dislikes, tastes, preferences, discriminations and above all what are his motivations. It is necessary because unless the consumer reactions and their underlying reasons are known there the product or service in question cannot be modified, if required, to suit the tastes and needs of the consumer. Previously, it was the manufactures that use to make the products first and then send it to the market for experiment. Now, it is the consumers who decide on what product they want and then the manufacturers make the product on the basis of the feedbacks received from the consumers. Market research acts as the bridge between the consumers and the producers. It is one of the many ways by which the consumers convey their views and opinions, so that these can be taken into consideration by producers.
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MARKET RESEARCH INDUSTRY
Latest trends and the emerging concepts worldwide: The market research industry worldwide is seeing a lot of action. The trend of consolidation from the previous year will continue. Last year alone, there were around 88 mergers and acquisitions (M&As) in the industry. These were greatly driven by the need for market research firms to get a global footprint. India has also seen a huge growth in market research. With companies consolidating their business across the globe, there is a growing need for market research companies to expand their businesses across counties and continents. Multi-mode research (via telephone, online and face-to-face) is another area of focus for market research firms. Along with global coverage, companies are required to study specific markets, topics, and countries. As a result, market research companies are actively acquiring companies with similar/additional capabilities across the world. Undoubtedly, outsourcing has been helping market research companies reduce costs. This also increases the work undertaken by these firms. The cost savings can be used by the research firms to increase their topline or they can share it with their clients or have a mix of both. Consider the example of cell phones. Due to the availability of cheap phones, mobile penetration has significantly increased. Now we have more people buying phones; this in turn increases the size of the overall market. In a similar way, if the cost of market research decreases, more companies will do research and the overall market will grow. Market research firms are increasingly being forced by their clients to not just provide data but also to give insights - more of consulting, modelling and prediction, which was earlier the domain of the consulting companies.
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The marketing practice within a consulting company is comparable to a market research firm, as it offers research as well as consulting. A multinational FMCG company would go to such companies for consulting on how to build a better brand. . Till date, market research firms were thought to be very good at collecting data and doing surveys, which gives a very good indication of the past, but based on the data analysis they were not able to offer any predictions or trends for the future. Increasingly, companies are looking at insights, predictions or future trends. Market research firms are expanding their set-up and upgrading their skills to be able to go up the value chain. Interestingly, we are also seeing changes in their senior leadership. Market research companies are hiring leaders from the client side or from consultants or from the technology side. This fresh guidance will definitely boost the image of these firms and equip them with better skills. In order to shed the image that they are merely a data collection outfit, market research firms prefer to offload non-core functions of the research cycle. This in turn will have a positive impact on outsourcing.
MARKET RESEARCH INDUSTRY IN INDIA
The India market grew at 16 per cent and last year. Out of the total market of $23 billion worldwide, $100 million is in India. But the point worth noticing is that India is growing at 16 per cent, whereas the average worldwide growth is only 5 per cent, and this is significant. India being a different market compared to global markets, mncs wants to study and understand the market before they set up facilities in India. This is further propelling the growth of market research in India. Even with Indian companies, market research has become an integral part of the marketing budgets. In any country, increasing competition is one of the most important factors that drive
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market research. The one who understands the consumer the most is able to offer the latest products — better, cheaper and faster. Market research is one of the ways which can help you get better customer understanding. It is required not just for foreign companies wanting to enter into India but also Indian companies that are fighting for market share in India. In 2002, the amount spent on market research in India was around $50 million, and today it is $100 million. The size has doubled in last four years, which shows the tremendous pace of growth in India. Per capita spend is also a good way to assess the maturity of the market. The average worldwide per capita spend is about $3.6. Per person spend on market research in the UK is $39, in France it's $36, in North America it is $25, in Europe it's $13, and in APAC it is $0.9. Coming to India, the amount spent on research per person is as low as $0.09. The world average is pulled down because of regions like APAC, Central America, West Asia and Africa which have higher population but have low research spends on a per capita basis.
NEW AVENUES WHERE MARKET RESEARCH IS BEING USED AND CAN BE USED IN INDIA: In India, what may happen, which may be different from the rest of the world, is: while other countries are moving from face-to-face to other methods like telephonic and online, in India we might just jump the telephone phase and go directly to online, SMS research and other new-age methods. Worldwide, it is typically the FMCG and medicine sector that are using market research extensively. India by far mirrors what is happening in other parts of the world, as a lot of mncs are getting into India. All industries, from telecommunications and media to infrastructure and IT, can draw on such services. To give an example, market research can do wonders for the growing retail sector in India. The retail sector in India has come a long way from small family-owned retail outlets to organized
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retailing businesses. Large business houses including the Reliance, Tata, and RPG are setting up retail stores across the country. Serious investments by such giants have made the retail business very competitive. Companies now need to conduct customer satisfaction surveys, demand analysis, brand research and a host of other market research activities relating to advertising and market segmentation. Exposure to global clients and research involves handling multi-country, large, complex data and far more complex research.
CHALLENGES IN FRONT OF INDIAN MR FIRMS Globalization has increased pressure on market research firms. They now feel the need to have global delivery centers for their MNC clientele. The increasing pressure on market research agencies to provide more value has made them outsource non-core operations. Apart from the work like data collection and processing, project management is also being outsourced to us. Our clients want us to take complete charge of the back-end processes. India mostly competes with South American countries like Costa Rica, Dominican Republic and the Philippines for the CATI (Computer Aided Telephone Interviewing) market and Europe for data processing work. India specializes in non-customer facing, that is data processing and analytics, processes. In the coming years, countries like the Philippines and other Asian countries might take that away from India. Indian companies have to be prepared for this and work on building their comparative advantage.
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INDIAN BROADCASTING FOUNDATION
Indian Broadcasting Foundation established in 1999 is India's premium apex organization of television broadcasters. IBF promotes the interests of the Indian Television Industry, making an essential and ever-increasing contribution to the Nation and working as a clearing house of ideas for this vast and rapidly growing industry. IBF consists of major broadcasters with more than 250 TV Channels. IBF enjoys a unique position as the accredited spokesman of the broadcasting industry.
IBF has played a significant role in a short span of time in protecting and promoting the interests of its members and freedom of electronic media in the world's largest democracy. IBF identifies and pursues growth opportunities for its members and ensures that the members present a strong collective voice regionally, nationally and globally. IBF, as the apex industry association of the Broadcast industry, plays a critical role in building consensus on major issues across the industry.
IBF strives to provide the best service to its members and deliver greater value through membership benefits, resources and services.
MISSION STATEMENT
Indian Broadcasting Foundation identifies and pursues growth opportunities for its members and ensures that the members present a strong collective voice regionally, nationally and globally.
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OBJECTIVES
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To promote, aid, help, encourage, develop protect and secure the interests of the Indian television industry and other related entities.
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To disseminate knowledge, regarding the latest developments in the television industry, amongst its members
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To provide a meeting ground to ensure that the members work in consensus to achieve the common goals, have a common platform/forum at which they may air their grievances and arrive at solutions.
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To protect and define the rights of the members and make all efforts to get the best advantages/concessions from the relevant authorities.
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To foster friendly relations amongst the members and to encourage cooperation so as to maximize mutual benefits.
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To protect all members from persons who carry on unfair and/or unethical practices or who discredit the television industry.
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To protect its members in respect of infringement of titles, trademarks, trade names and copyrights and to this connection to take all necessary legal action including liaising with Government/regulatory authorities for statutory/legislative reform.
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To assist, help or aid in any manner whatsoever and without prejudice to do any of the following acts and things.
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To collect and furnish all information regarding distribution, exhibition, production and broadcasting of serials / programs in India or Abroad and also the statistics.
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To obtain sanctions, privileges, advantages, relief, co-operation from any authority in the interest of the Indian television industry.
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To suggest or promote legislative and other measures affecting the Indian television industry
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To formulate rules for the conduct of members and other persons in the Indian television industry and also to modify the same from time to time to keep pace with changing environments.
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ACTIVITIES
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IBF identifies and pursues growth opportunities for its members and ensures that the members present a strong collective voice regionally, nationally and globally.
? ?
IBF enjoys a unique position as the accredited spokesman of the broadcasting industry. IBF in a short span of time has played a significant role in protecting and promoting the interests of its members and freedom of electronic media in the world's largest democracy.
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IBF closely monitors credit worthiness of the advertisers and advertising agencies and takes appropriate measures against defaulters. It monitors the arrears of payment to member broadcasters regularly and takes up the matter with defaulting advertising agencies to help the member broadcasters recover their dues from the advertising agencies.
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IBF is actively involved in the establishment of India’s Broadcast Audience Research Council (BARC), a new apex body to provide the official measurement of television audiences in India.
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IBF takes up issues that are affecting the broadcasting Industry with the concerned authorities and government departments on a regular basis.
BROADCAST INDIA SURVEY
The need for relevant, representative, accurate, up to date information on penetration and access of broadcast media, especially television, in the country has been expressed across the broadcast industry. The dramatic growth in broadcast vehicles, platforms, content providers along with rapid digitalization has acted as a catalyst in accentuating this need. In the absence of a dedicated broadcast centric study, the print readership surveys conducted by various agencies are often used as reference. These surveys are designed with the primary objective of capturing print readership and provide limited coverage and understanding of other media including television, radio etc.
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To fulfill this need, IBF, has decided to commission the conduct of the first national broadcast media centric study, through an open tendering process to get an independent, objective and accurate understanding of broadcast media (especially television) penetration and access across the country.
The Survey would produce estimates of broadcast media penetration at various population strata levels and an understanding of broadcast access and consumption behavior based on various parameters.
The first phase of the survey would involve two parts. The first part would be to design the study so as meet the Survey objectives. The second part involves testing of the design by way of a pilot study in a representative geographical area.
The second phase would include conduct of the survey across the country as per the tested design, analysis of the data thus obtained and reporting of the survey results.
Through this Survey, IBF expects to improve its understanding of the magnitude and nature of broadcast access, penetration in the country and to be able to identify the geographic location, demographics and psychographics of broadcast audiences. IBF will be able to further develop programs, policies for its members that would encourage growth of access to broadcast media to audiences in the country.
ADDRESS
Broadcasting Content Complaints Council C/o Indian Broadcasting Foundation, B-304, Ansal Plaza, New Delhi 110047 Phone Nos. 011-43794488 Fax No. 011-43794455 Email : [email protected] Website: www.ibfindia.com
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5.2.
FINDINGS AND INTERPRETATION OF PRIMARY DATA 5.3.
1. Finding on highest education qualification of the CWE
The families Chief Wage Earner(CWE) is responsible for making the most of decisions in terms of TV channels reception. Thus the education of the CWE comes into account as there are possibilities of decision to be depending upon the education. Findings:
Education
18 16 14 No. of Respondent 12 10 8 6 4 2 0
Qualification
Interpretation: ? ? ? It was found that out the total respondent interviewed the highest people fall in the category of being S.S.C passed. The next majority of people come in category of B.Com and H.S.C. The major unusual outcome was bellow S.S.C level majority of the respondent have quit their education after 4th standard i.e primary education.
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2. Findings on the occupation of the CWE
Occupations of the CWE are an important aspect to study the buying capacity of a household. Also it gives the overall idea about the various occupations of respondents spread across Mumbai.
Occupation of CWE
16 14 No. of Respondents 12 10 8 6 4 2 0 accountant advocate analyst auto rider bmc supervisor business computer operator engineer fabrigator government servant hotel business import export officer medical shop orthopedic surgon private service retire security incharge service service at restaurant shop owner shopkeeper social worker supervisor tax consultant unskilled worker Occupation
Interpretation: ? ? Majority of the respondents are involved in some or the other kind of business. The next majority of people are into services in private companies.
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3. Findings on range of ages of CWE which effects the decision making.
CWE of the house is majorly the decision maker. The age group of the CWE changes the buying prospect of the person. So the matter of taking decision for the channel source also varies accordingly.
Age
5% 20% 21-30 27% 31-40 41-50 51-60 61-70 31% 71-80 3% 14%
Interpretation: ? The respondents interviewed in the age group of 41-50 years are the majority of the CWE of the households and are the majority of the decision makers. ? The next major category falls in the group of 31- 40 years
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4. Findings on the of TV sets and source of channels.
Television sets are the main driving forces for the channel reception category they opt for. Now a days lot of advancement have taken place in television sector which has led to development in the quality of channels.
Types of TV
45 40 35 30 25 20 15 10 5 0
No. of Respondents
43
11 2 cable analog clr Televison category cable settop box sun dth digital 1 tata sky
4 cable analog lcd
3 cable settop box digital
1 cable analog led
Interpretation: ? A majority of the people have a normal color TV at their household, due to which they opt for the local cable operators service hence, can be categorized as analog connection. ? ? Out of the various private players SUN DTH and TATA SKY are most prominently known and used by the masses in Mumbai. Even though household have LCD and LED televisions they are more likely to have cable connection rather than cable set top box or DTH services.
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5. Findings on the awareness of the devise called set-top box
Set top box is an digital device if helps source the channels from the satellite directly to the device. The goverments initiative of making set top box compulsory can be evaluated only through a survey. Many places cable set top box were directly installed for free by the cable operator itself.
Percentage of awareness of set-top box
yes 26%
no 74%
Interpretation: ? ? ? ? About 74% of the respondents interviewed were not aware of set-top box. The major reason for the unawareness is the cost not know buy the people. From where to buy the set-top box was the major issue, as they were confused either to buy from cable operator or from local shops. Another major issue was the cost after installation of the device i.e the monthly rent of the service will increase or remain same. Only a small part of population i.e 26 % of people are aware about set top box, because they might be using the device or might have seen or used at their peers level.
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6. Findings on the awareness of digitization happening in Mumbai.
Government has used various means of advertising to promote their act and make people aware regarding the compulsion date. They have used almost every mode and medium so as to reach the maximum masses. Even though to study the effective use of the media the survey data was very useful.
Awareness of digitization
40 35 No. of Respondents 30 25 20 15 10 5 0 no Awareness yes 27 38
Interpretation: ? The government’s efforts have proven fruitful in terms of awareness rate, as about 60 % of the respondents interviewed are aware of the digitization happening in the city. ?
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More over it was found that there is scope of higher rate of awareness through the same media. The most common medium to spread awareness was found to be Television advertisements.
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7. Findings on sources of awareness about digitization As known the government has used various modes for creating the awareness of the act like: Television advertisements, news paper, radio, cable operator, internet or through the peers. Out of these TV advertisements and cable operators have proved to be the best and the major sources for awareness.
Source of awareness about digitization
cable operator. 18%
tv. 40%
cable operator NA tv
NA. 42%
Interpretation: ? ? ? It was found that television ads were the most proven medium to promote awareness. About 40 % of the respondents got awareness through TV. Cable operators are the next important medium which will eventually help for to facilitate the buying and installation of set top boxes.
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5.4.
RECOMMENDATIONS AND CONCLUSION
RECOMMENDATION: RECOMMENDATION
FINDINGS 1. Finding on highest education qualification of the CWE
Target the promotion medium such that it reaches the masses easily who are below S.S.C level. Promotion in the shops or business places will lead to higher rate of awareness as majority of the population is involved in business. Focus on the age group is appropriate and should continue on the same base.
2. Findings on the occupation of the CWE 3. Findings on range of ages of CWE which effects the decision making.
4. Findings on the of TV sets and source of channels
Majority of the TV sets are normal color sets so should emphasis more on the benefits for normal TV usage. The percentage of awareness is very low, live demonstrations of the set top is needed so that the fear of the unknown is removed. The awareness rate is high, but can be increased by more focus on area focus promotions.
5. Findings on the awareness of the devise called set-top box
6. Findings on the awareness of digitization happening in Mumbai.
7. Findings on sources of awareness about digitization
The awareness through cable operators and television advertisements is a useful medium but local news papers and street plays can play a major role for the rest.
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CONCLUSION: ? ? ? The project gives a insight to the awareness rate in the population of Mumbai. Reaching to such a big area is a challenging task and was possible due to various techniques provided by the organization. The major difficulties with the people for getting the information was due to their perception for the surveyors: o o o ? Of being sales person. The fear for disclosing family details. Might lead in creating wrong intentions.
o Feeling insecure. A considerable number in the population is showing reluctance in the switching to set-top box is due to: o Installing set-top box may increases monthly rent. o Unable to operate the devise. o Two remotes needed to be handled. o If want to purchase, from where to purchase. o The cable operator should provide the facility.
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6. LEARNING FROM THE PROJECT
? ? ? ? ? ? ? ?
The internship experience was a great learning opportunity for me as the employees were very co-operative and understanding. I was given the opportunity to attend the briefing meeting for the project every time and was considered as a regular employee. I learned the various methods of sampling, like area sampling, cluster sampling etc. During my tenure I interviewed the respondents in over 13 different areas across Mumbai. I learned how to interact with different types of people and get information in a well mannered and confident way. I accompanied the team in formulation of the questionnaire and understood the aspects taken care while considering the points. Understood the system and working of the organization and the various methods of doing survey Gained skills like: o Team work. o Co-ordination. o Interaction skills. o Time management. o Handle situations. o Find targeted areas. o Cost management.
?
The awareness of digitization and the perception of people in terms of set-top box and its uses.
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7. REFERENCES
WEBLIOGRAPHY ? ? ? ? ? ? ? ? http://ibfindia.com/aboutus.php www.mediamughals.com http://www.apc.org/en/system/files/RegionalReport_DigMig.pdf http://ConsumerFriendlyCableTVSystem-SurveyResults.htm http://cuts-international.org/ConsumerFriendlyCableTVSystem-SurveyResults.htm http://timesofindia.indiatimes.com/topic/Cable-Digitization/news http://www.moneycontrol.com/news/business/digitization-who-wins-wholoses_698561.html www.nielsen.com
BIBLIOGRAPHY ? ? ? ? RAM AHUJA , RESEARCH METHODS , 2ND EDITION, JAIPUR, RAWAT PUBLICATIONS,2003 R.S DWIVEDI, RESEARCH METHODS AND BEHAVIOUR SCIENCE,DELHI,MACMILLAN INDIA PVT LTD,1997 C.R. KOTHARI, RESEARCH METHODOLOGY- METHODS AND TECHNIQUES,NEW DELHI, NEW AGE INTERNATIONAL LTD,2005 GOPAL LAL JAIN, RESEARCH METHODOLOGY- METHODS AND TOOLS,2ND EDITION,JAIPUR,MANGALDEEP PUBLICATIONS,2003
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8. ANNEXURE QUESTIOANNIARE
Q 1 . Please tell me the names and ages of all the members of your family who live in this
household. Please include yourself, other adults, children and babies. But do not include servants or guests who may be visiting you? Response:_______________________________________ Q2 . Can u tell me your name? Response:_______________________________________ Q3 . Can you tell me which household member takes decision related to TV reception such as which channel to receive/which TV reception service to buy/how much to pay etc? Response:_________________________________________ Q4 . Can u please tell me the highest education qualification of the CWE? Response:________________________________________ Q5 . Can u please tell me the occupation of the CWE? Response:________________________________ Q6 . Can u please tell me what type of TV sets do you have? Response:__________________________________ black and white color TV-CRT LCD TV LED TV PLASMA TV Q7 . Can u please tell me if the TV has remote control? Response:____________________________
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Q8 . Can u please tell me how do you receive TV channels on each of your TV sets? Response:__________________________________ Cable- normal cable Cable- with set-top box DTH- household DTH-Building or Society IPTV Ordinary Antenna No active connection currently Q9 . home is analog or digital? Response:______________________________ Q10. Can u please tell me when did you first activated your current connection? Response:____________________________ Q11 . Are you aware of the devise called set-top box? Response:____________________________ Q12 . Are you planning to buy a set –top box in the near future? Response: _____________________________ no yes-within next 1 week yes – within next 2 week yes- in a month yes –in next 1 months yes –in next 2 months Q13 .what type of set are you planning to buy? Response:_______________________________ cable set-top box DTH set-top box Either cable or DTH
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Q14 . What do you know about set-top box? Response:____________________________ Q15 . Why are you planning to buy set-top box? Response:__________________________ Q16 . you said you have subscribed for dth service? Can you tell the name of the dth service provider you have subscribed to ? Response:_________________________________________
Q17. How would you rate your experience with dth subscribe on a scale of 1 to 5 on the following ? Response:__________________________________________
Extremely satisfied (5)
Somewhat satisfied (4)
Neither satisfied nor dissatisfied (3)
Somewhat dissatisfied (2)
Extremely dissatisfied (1)
Quality of reception Quality of service Ease of use Ease of paying monthly subscription fees
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Q18 . Are you aware of digitization happening in your city? Response:______________________________________ yes no Q19 .what do you know about digitization? Response:_____________________________ Q20 . Are you aware of the deadline of digitization? response:_____________________________ no yes-30 June /1st July yes- but not the date Q21 . could you please tell me how did you come to know about digitization? response:___________________________________ newspaper television radio outdoor friends/relatives pamphlets/fliers internet others(specify)
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doc_987722264.docx
IN PARTIAL FULFILLMNT OF THE REQUIREMENTS FOR MASTER IN MANAGEMENT STUDIES (MMS)
2011-2013
ROLL NO. P-10
SUBMITTED TO DR. V.N. BEDEKAR INSTITUTE OF MANAGEMENT STUDIES, THANE
ACKNOWLEDGEMENT
I would like to thank AC Nielsen for giving me the chance to inter with them and for granting me this learning opportunity. I want to extend my gratitude to my project guide Mr. Erfan Sayed for providing me with his valuable time, extreme guidance and motivation and related help in carrying out this project. For their helpful inputs and constant support and patience, I take this opportunity to express my heartfelt appreciation and gratitude to my supervisors and data verifiers. I am also thankful to Prof. Pallavi Chandawaskar whose timely help and valuable suggestions, encouragement and guidance have helped me throughout my project. I also want to thanks my friends and colleagues, who have directly or indirectly helped me in the completions of my project. Lastly, I would like to thank the entire staff of AC NIELSEN organization and the faculty at Dr. VN BRIMS for their support and co-operation during my project.
GITESH DHOTRE P-10 MMS (2011-13)
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STATEMENT BY THE CANDIDATE
I wish to state that the work embodied in this Project titled CONSUMER AWARNESS OF DIGITIZATION IN MUMBAI forms my own contribution to management. Wherever references have been made to intellectual properties of any individual / Institution / Government / Private / Public Bodies / Universities, research paper, text books, reference books, research monographs, archives of newspapers, corporate, individuals, business / Government and any other source of intellectual properties viz., speeches, quotations, conference proceedings, extracts from the website, working paper, seminal work et al, they have been clearly indicated, duly acknowledged and included in the Bibliography.
PROF. PALLAVI CHANDWASKAR DR. VN BRIMS
GITESH DHOTRE (P 10) MMS (2011-13)
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MEETING WITH INTERNAL GUIDE
Date
Topic Discussed
Comment/Remarks
Signature of Guide
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TABLE OF CONTENT SR NO. 1. PARTICULARS PAGE NO. 6
GENESIS OF THE PROJECT
2.
BACKGROUND OF THE ORGANIZATION
7
3.
NATURE AND SCOPE OF THE PROJECT
11
4.
OBJECTIVES OF THE PROJECT
12
5.
RESEARCH METHODOLOGY
13
6.
FINDINGS AND OUTCOME OF THE STUDY
15
7.
LEARNING FROM THE PROJECT
34
8.
REFERENCES
35
9.
ANNEXURE
36
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1. GENESIS OF THE PROJECT
As the consumers are spread wide across the lands of Mumbai, the research team had decided to go with the interviews in all the areas divided as per postal codes collecting respondents for the interview. Broadcasting industry has grown to its peak in India, through various means like the local cable operators, private players providing DTH services like Tata sky, Reliance Big tv, Dish tv etc. The collection of the responses was as per their willingness to provide the information and to participate ahead for the panel members who will be interviewed again post the deadline to see the changes in their implementations of the act and using installing the set top boxes. The project works on the questionnaire specially developed for this project which takes care all the aspects of the consumers, covering the chief wage earner of the house or the decision maker, the buying pattern of the consumer, the spending power, the awareness of the set top box and the deadline of the act. This project concentrates on the consumer awareness of the Government Act for making Digitization compulsory in all the metro cities (Mumbai, Delhi, Kolkata and Bangalore) of India. It has declared 30th June or 1st July as the deadline for the amendment of the act.
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2. BACKGROUND OF THE ORGANIZATION
ACNielsen ORG-MARG was formed in 1995 when
two of the largest Indian research companies ORG and MARG merged. ORG, founded in 1961, was the pioneer in market research in India. MARG was founded in 1983 and soon became one of the fastest growing players in the South Asian market. The company was acquired by VNU in 2000 and is now part of the ACNielsen network globally. It is because of this powerful parentage that ACNielsen ORG-MARG is able to provide the marketing community a wide array of syndicated and customized research services.
As part of the customized research solutions it provides, ACNielsen ORG-MARG possesses immense expertise in the areas of media research, financial research, automotive research, telecom research, health care research, opinion polling and rural studies as well as specialist divisions for industrial research and social research.
ACNielsen focuses on consumers to help clients answer their most pressing questions using the richest, most comprehensive market information, professional service and analytical and proprietary tools in the industry. ACNielsen, now merged with VNU, one of the world’s leading media and information companies, is the recognized global leader in market research, information and analysis. With 21,000 employees and annual revenue of Rs. 72 billion (US$ 1.64 billion), ACNielsen is the world’s leading market research firm, offering measurement and analysis of marketplace dynamics, consumer attitudes and behavior in more than 100 countries. ACNielsen’s
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clients include leading consumer product manufacturers and retailers, service firms, media and entertainment companies and the internet community.
Clients look to ACNielsen to help them identify business opportunities and create the best possible framework for successful decision-making. They rely on ACNielsen to help them win in the marketplace. They trust the company’s information – unique in the market research industry – for its speed, accuracy, quality and coverage. They depend on its highly developed software tools and analytical skills. And they count on the highly trained people who provide market knowledge, professional expertise and marketing insight. Market research is a cost-effective way of finding out what people think, want, need or do. Normally it is information unavailable elsewhere. Businesses use market research to help them produce goods and services in line with their customers’ needs and to evaluate the success of marketing strategies. Most successful organizations recognize that inadequate research significantly increases the risk of failure in the marketplace. Social and government bodies also use market research to gauge public opinion, as an input to policy generation or to measure the success of government communication campaigns and tactics.
In India too, ACNielsen (as the erstwhile ORG) was the first market research organization and the creator of the sub-continent’s first-ever retail audit tracking system. Over time this methodology has been successfully replicated across key industries like pharmaceuticals, durables, telecom, bicycles and apparel amongst others. In addition, a thorough understanding of customized consumer research has allowed the company to give marketers a single window view of their consumer markets. Mammoth projects like election ballot-counting and forecasting, national readership surveys and countrywide shop census that span a host of geographies and consumer segments have been carried out to enable a complete understanding of the factors that dictate market phenomena.
This has been possible primarily because the company has invested heavily in setting up the infrastructure and instituting the technical training required to conduct research of this magnitude and complexity. Both globally and in India, ACNielsen is at the forefront of the retailer-supplier
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partnership, helping clients drive forward their businesses and bringing consumer insight and sophisticated modeling and analysis to the discipline of category management. Information is critical to this process and ACNielsen plays a key role in providing retailers and suppliers with a common language through the provision of data, services and tools. The social research division of ACNielsen ORG-MARG is amongst the largest in Asia comprising professionals specializing in the areas of family welfare, health/nutrition, education, rehabilitation, social communication, etc. Its clientele includes international agencies such as WHO, UNICEF, Ford Foundation and the Government of India . In the customized arena ACNielsen ORG-MARG provides a wide array of syndicated and customized research services. Over the years, these capabilities have made it the first choice of consumer contact for a better understanding of consumer opinion, attitude and behavior. In India and South Asia, ACNielsen is the sole source of retail audit information and covers over 124 fast moving consumer goods, pharmaceuticals and other products. The ACNielsen Retail Store Audit in India covers all retail outlets and continuously monitors a panel spread across 367 cities and about 983 villages. In addition, audits that encompass various industries like liquor, automobile lubricants, paints and soft drinks stores are empanelled in both urban and rural areas. Combined with technologically advanced delivery platforms, the process ensures that ACNielsen clients get superior information about their consumer markets than is available anywhere else.
Joint Ventures with GFK for monitoring durables (ORG-GFK) and IMS for monitoring pharmaceutical sales (ORG-IMS) ensure coverage of key consumer industries. Within its portfolio of products, ACNielsen ORG-MARG possesses syndicated surveys that cover a wide range of product/service categories for which interviews are conducted with many different target groups – adult men and women, business school students, credit card holders, investors, bank customers, doctors, etc. These surveys cater to the information needs of a host of industries such as automotive, finance, pharmaceutical and media.
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ACNielsen in India derives much of its own promotion by both its information and experts being quoted in the public domain. As the industry standard in many countries, ACNielsen, and indeed its clients, frequently provide selected data and insight to the media for publication. ACNielsen associates are regularly quoted in the press, commenting on issues of the day. They are also invited to appear on numerous conference platforms throughout the world as industry and issue experts. For specific services and studies the company ensures that it keeps the marketing community informed through a sustained client communication programme across the year. The company cooperates with respected publications to publish influential surveys, which are widely reported in the media and used for reference by the trade and brand owners. Its constant drive to better understand varied parts of the consumer landscape and the dynamics of India’s consumer market have made the company the fulcrum of leading edge information.
ACNielsen aims to help its customers turn information into insights, insights into knowledge and knowledge into actions that drive profitable growth. Its vision is to be recognized worldwide as the premier professional services firm in market research, supported by the core values of integrity and honesty, respect and development of people, and excellence and innovation.
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3. NATURE AND SCOPE OF THE PROJECT
NATURE
? ? ? ? ? The project is a core marketing research based. The project is a study for consumer awareness of digitization in the Mumbai. The research is conducted through personal interviews of the respondent in the each areas of Mumbai. It focuses more towards the use of set top box in the masses. The governments initiative to spread digitization has to be inspected to implement it better.
SCOPE
? ? ? The project has the scope to give an idea of the percentage of population aware of the act passed. And through the result help the government to use various means of advertising to make the remaining masses aware of the act and help implement it. The data provided by the survey is helpful for the government to focus on various areas to improve on their awareness and implementation.
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4. OBJECTIVES OF THE PROJECT
MACRO OBJECTIVE:
The objective of the research performed is to study the awareness of the masses towards digitization and the set top box.
MICRO OBJECTIVE:
? ? To know the various means/modes of advertising proven helpful to reach all the masses. To create awareness for set-top box.
? To study the buying capacity and the behavior of the masses towards installing set top box at
their household.
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5. RESEARCH METHODOLOGY
Data Collection: Primary Data: Primary research consists of the collection of original primary data. It is often undertaken after the researcher has gained some insight into the issue by reviewing secondary research or by analyzing previously collected primary data. Personal Interview Interviewer by his own skills can overcome the resistance if any of the respondents the interview
method can be made to yield on almost perfect sample of the general population. Data collection method: Face To Face Interview Here, the interviewer follows a rigid procedure and seeks answers to a set of preconceived questions through personal interviews. This method of collecting is usually carried out in a structured way where output depends upon the ability of the interviewer to a large extend. Type of interview: Booster Booster interview is a field patterns. In this type interviewer goes to respondent’s house or office and takes his interview with prior appointment. In this type database plays an important role. Database contains all required information related to respondents. With the help of data base prior appointment is taken and then interview is conducted. The other method is random interview where right hand rule is applicable. For this study I used booster method. Tools: Questionnaire A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Secondary data: Websites, Magazines and Journals Type of Research: Exploratory Study (Field Research) Exploratory research is a type of research conducted for a problem that has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects.
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Technique: Interviewer uses a detailed schedule with an open and close question. SAMPLING Technique: Simple Random a simple random sample is a subset of individuals (asample) chosen from a larger set (a population). Each individual is chosen randomly and entirely by chance, such that each individual has the same probability of being chosen at any stage during the sampling process, and each subset of k individuals has the same probability of being chosen for the sample as any other subset of k individuals[1]. This process and technique is known as simple random sampling, and should not be confused with random sampling Method: Cluster Sampling and Area Sampling Cluster sampling is a sampling technique used when "natural" but relatively homogeneous groupings are evident in a statistical population.
Place and time: Study was conducted in Mumbai only for the period of 45 days.
Area: During the internship I had the opportunity to collect respondents interview in : 1. Andheri west 2. Bandra east 3. Bandra west 4. Bhandup east 5. Bhandup west 6. Dadar west 7. Ghatkopar west 8. Kanjurmarg east 9. Khar west 10. Mahim east 11. Mulund east 12. Santacruz east 13. Vikhroli west
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5. OUTCOME OF THE STUDY
Secondary literature review.
Findings and interpretation of primary data.
Recommendation and conclusion.
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5.1.
SECONDARY LITERATURE REVIEW
MARKET RESEARCH
What is Market Research? Market Research is defined as ?the systematic gathering, recording, analyzing of data about problems relating to the marketing of goods and services.?
In simple words, market research can be described as the process of understanding views and opinions of consumers on various products and services. By talking to the consumers from various walks of life, their likes, dislikes, preferences for various products and services can be assessed and keep them satisfied by offering better products and services.
Why is Market Research necessary? Market research is very necessary to know the reaction of the consumers or users of new/existing products and services, and also to know the reasons of such reactions. It aims at finding out what the consumer thinks or will think about the product/services, what his likes, dislikes, tastes, preferences, discriminations and above all what are his motivations. It is necessary because unless the consumer reactions and their underlying reasons are known there the product or service in question cannot be modified, if required, to suit the tastes and needs of the consumer. Previously, it was the manufactures that use to make the products first and then send it to the market for experiment. Now, it is the consumers who decide on what product they want and then the manufacturers make the product on the basis of the feedbacks received from the consumers. Market research acts as the bridge between the consumers and the producers. It is one of the many ways by which the consumers convey their views and opinions, so that these can be taken into consideration by producers.
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MARKET RESEARCH INDUSTRY
Latest trends and the emerging concepts worldwide: The market research industry worldwide is seeing a lot of action. The trend of consolidation from the previous year will continue. Last year alone, there were around 88 mergers and acquisitions (M&As) in the industry. These were greatly driven by the need for market research firms to get a global footprint. India has also seen a huge growth in market research. With companies consolidating their business across the globe, there is a growing need for market research companies to expand their businesses across counties and continents. Multi-mode research (via telephone, online and face-to-face) is another area of focus for market research firms. Along with global coverage, companies are required to study specific markets, topics, and countries. As a result, market research companies are actively acquiring companies with similar/additional capabilities across the world. Undoubtedly, outsourcing has been helping market research companies reduce costs. This also increases the work undertaken by these firms. The cost savings can be used by the research firms to increase their topline or they can share it with their clients or have a mix of both. Consider the example of cell phones. Due to the availability of cheap phones, mobile penetration has significantly increased. Now we have more people buying phones; this in turn increases the size of the overall market. In a similar way, if the cost of market research decreases, more companies will do research and the overall market will grow. Market research firms are increasingly being forced by their clients to not just provide data but also to give insights - more of consulting, modelling and prediction, which was earlier the domain of the consulting companies.
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The marketing practice within a consulting company is comparable to a market research firm, as it offers research as well as consulting. A multinational FMCG company would go to such companies for consulting on how to build a better brand. . Till date, market research firms were thought to be very good at collecting data and doing surveys, which gives a very good indication of the past, but based on the data analysis they were not able to offer any predictions or trends for the future. Increasingly, companies are looking at insights, predictions or future trends. Market research firms are expanding their set-up and upgrading their skills to be able to go up the value chain. Interestingly, we are also seeing changes in their senior leadership. Market research companies are hiring leaders from the client side or from consultants or from the technology side. This fresh guidance will definitely boost the image of these firms and equip them with better skills. In order to shed the image that they are merely a data collection outfit, market research firms prefer to offload non-core functions of the research cycle. This in turn will have a positive impact on outsourcing.
MARKET RESEARCH INDUSTRY IN INDIA
The India market grew at 16 per cent and last year. Out of the total market of $23 billion worldwide, $100 million is in India. But the point worth noticing is that India is growing at 16 per cent, whereas the average worldwide growth is only 5 per cent, and this is significant. India being a different market compared to global markets, mncs wants to study and understand the market before they set up facilities in India. This is further propelling the growth of market research in India. Even with Indian companies, market research has become an integral part of the marketing budgets. In any country, increasing competition is one of the most important factors that drive
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market research. The one who understands the consumer the most is able to offer the latest products — better, cheaper and faster. Market research is one of the ways which can help you get better customer understanding. It is required not just for foreign companies wanting to enter into India but also Indian companies that are fighting for market share in India. In 2002, the amount spent on market research in India was around $50 million, and today it is $100 million. The size has doubled in last four years, which shows the tremendous pace of growth in India. Per capita spend is also a good way to assess the maturity of the market. The average worldwide per capita spend is about $3.6. Per person spend on market research in the UK is $39, in France it's $36, in North America it is $25, in Europe it's $13, and in APAC it is $0.9. Coming to India, the amount spent on research per person is as low as $0.09. The world average is pulled down because of regions like APAC, Central America, West Asia and Africa which have higher population but have low research spends on a per capita basis.
NEW AVENUES WHERE MARKET RESEARCH IS BEING USED AND CAN BE USED IN INDIA: In India, what may happen, which may be different from the rest of the world, is: while other countries are moving from face-to-face to other methods like telephonic and online, in India we might just jump the telephone phase and go directly to online, SMS research and other new-age methods. Worldwide, it is typically the FMCG and medicine sector that are using market research extensively. India by far mirrors what is happening in other parts of the world, as a lot of mncs are getting into India. All industries, from telecommunications and media to infrastructure and IT, can draw on such services. To give an example, market research can do wonders for the growing retail sector in India. The retail sector in India has come a long way from small family-owned retail outlets to organized
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retailing businesses. Large business houses including the Reliance, Tata, and RPG are setting up retail stores across the country. Serious investments by such giants have made the retail business very competitive. Companies now need to conduct customer satisfaction surveys, demand analysis, brand research and a host of other market research activities relating to advertising and market segmentation. Exposure to global clients and research involves handling multi-country, large, complex data and far more complex research.
CHALLENGES IN FRONT OF INDIAN MR FIRMS Globalization has increased pressure on market research firms. They now feel the need to have global delivery centers for their MNC clientele. The increasing pressure on market research agencies to provide more value has made them outsource non-core operations. Apart from the work like data collection and processing, project management is also being outsourced to us. Our clients want us to take complete charge of the back-end processes. India mostly competes with South American countries like Costa Rica, Dominican Republic and the Philippines for the CATI (Computer Aided Telephone Interviewing) market and Europe for data processing work. India specializes in non-customer facing, that is data processing and analytics, processes. In the coming years, countries like the Philippines and other Asian countries might take that away from India. Indian companies have to be prepared for this and work on building their comparative advantage.
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INDIAN BROADCASTING FOUNDATION
Indian Broadcasting Foundation established in 1999 is India's premium apex organization of television broadcasters. IBF promotes the interests of the Indian Television Industry, making an essential and ever-increasing contribution to the Nation and working as a clearing house of ideas for this vast and rapidly growing industry. IBF consists of major broadcasters with more than 250 TV Channels. IBF enjoys a unique position as the accredited spokesman of the broadcasting industry.
IBF has played a significant role in a short span of time in protecting and promoting the interests of its members and freedom of electronic media in the world's largest democracy. IBF identifies and pursues growth opportunities for its members and ensures that the members present a strong collective voice regionally, nationally and globally. IBF, as the apex industry association of the Broadcast industry, plays a critical role in building consensus on major issues across the industry.
IBF strives to provide the best service to its members and deliver greater value through membership benefits, resources and services.
MISSION STATEMENT
Indian Broadcasting Foundation identifies and pursues growth opportunities for its members and ensures that the members present a strong collective voice regionally, nationally and globally.
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OBJECTIVES
?
To promote, aid, help, encourage, develop protect and secure the interests of the Indian television industry and other related entities.
?
To disseminate knowledge, regarding the latest developments in the television industry, amongst its members
?
To provide a meeting ground to ensure that the members work in consensus to achieve the common goals, have a common platform/forum at which they may air their grievances and arrive at solutions.
?
To protect and define the rights of the members and make all efforts to get the best advantages/concessions from the relevant authorities.
?
To foster friendly relations amongst the members and to encourage cooperation so as to maximize mutual benefits.
?
To protect all members from persons who carry on unfair and/or unethical practices or who discredit the television industry.
?
To protect its members in respect of infringement of titles, trademarks, trade names and copyrights and to this connection to take all necessary legal action including liaising with Government/regulatory authorities for statutory/legislative reform.
?
To assist, help or aid in any manner whatsoever and without prejudice to do any of the following acts and things.
?
To collect and furnish all information regarding distribution, exhibition, production and broadcasting of serials / programs in India or Abroad and also the statistics.
?
To obtain sanctions, privileges, advantages, relief, co-operation from any authority in the interest of the Indian television industry.
?
To suggest or promote legislative and other measures affecting the Indian television industry
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To formulate rules for the conduct of members and other persons in the Indian television industry and also to modify the same from time to time to keep pace with changing environments.
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ACTIVITIES
?
IBF identifies and pursues growth opportunities for its members and ensures that the members present a strong collective voice regionally, nationally and globally.
? ?
IBF enjoys a unique position as the accredited spokesman of the broadcasting industry. IBF in a short span of time has played a significant role in protecting and promoting the interests of its members and freedom of electronic media in the world's largest democracy.
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IBF closely monitors credit worthiness of the advertisers and advertising agencies and takes appropriate measures against defaulters. It monitors the arrears of payment to member broadcasters regularly and takes up the matter with defaulting advertising agencies to help the member broadcasters recover their dues from the advertising agencies.
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IBF is actively involved in the establishment of India’s Broadcast Audience Research Council (BARC), a new apex body to provide the official measurement of television audiences in India.
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IBF takes up issues that are affecting the broadcasting Industry with the concerned authorities and government departments on a regular basis.
BROADCAST INDIA SURVEY
The need for relevant, representative, accurate, up to date information on penetration and access of broadcast media, especially television, in the country has been expressed across the broadcast industry. The dramatic growth in broadcast vehicles, platforms, content providers along with rapid digitalization has acted as a catalyst in accentuating this need. In the absence of a dedicated broadcast centric study, the print readership surveys conducted by various agencies are often used as reference. These surveys are designed with the primary objective of capturing print readership and provide limited coverage and understanding of other media including television, radio etc.
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To fulfill this need, IBF, has decided to commission the conduct of the first national broadcast media centric study, through an open tendering process to get an independent, objective and accurate understanding of broadcast media (especially television) penetration and access across the country.
The Survey would produce estimates of broadcast media penetration at various population strata levels and an understanding of broadcast access and consumption behavior based on various parameters.
The first phase of the survey would involve two parts. The first part would be to design the study so as meet the Survey objectives. The second part involves testing of the design by way of a pilot study in a representative geographical area.
The second phase would include conduct of the survey across the country as per the tested design, analysis of the data thus obtained and reporting of the survey results.
Through this Survey, IBF expects to improve its understanding of the magnitude and nature of broadcast access, penetration in the country and to be able to identify the geographic location, demographics and psychographics of broadcast audiences. IBF will be able to further develop programs, policies for its members that would encourage growth of access to broadcast media to audiences in the country.
ADDRESS
Broadcasting Content Complaints Council C/o Indian Broadcasting Foundation, B-304, Ansal Plaza, New Delhi 110047 Phone Nos. 011-43794488 Fax No. 011-43794455 Email : [email protected] Website: www.ibfindia.com
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5.2.
FINDINGS AND INTERPRETATION OF PRIMARY DATA 5.3.
1. Finding on highest education qualification of the CWE
The families Chief Wage Earner(CWE) is responsible for making the most of decisions in terms of TV channels reception. Thus the education of the CWE comes into account as there are possibilities of decision to be depending upon the education. Findings:
Education
18 16 14 No. of Respondent 12 10 8 6 4 2 0
Qualification
Interpretation: ? ? ? It was found that out the total respondent interviewed the highest people fall in the category of being S.S.C passed. The next majority of people come in category of B.Com and H.S.C. The major unusual outcome was bellow S.S.C level majority of the respondent have quit their education after 4th standard i.e primary education.
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2. Findings on the occupation of the CWE
Occupations of the CWE are an important aspect to study the buying capacity of a household. Also it gives the overall idea about the various occupations of respondents spread across Mumbai.
Occupation of CWE
16 14 No. of Respondents 12 10 8 6 4 2 0 accountant advocate analyst auto rider bmc supervisor business computer operator engineer fabrigator government servant hotel business import export officer medical shop orthopedic surgon private service retire security incharge service service at restaurant shop owner shopkeeper social worker supervisor tax consultant unskilled worker Occupation
Interpretation: ? ? Majority of the respondents are involved in some or the other kind of business. The next majority of people are into services in private companies.
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3. Findings on range of ages of CWE which effects the decision making.
CWE of the house is majorly the decision maker. The age group of the CWE changes the buying prospect of the person. So the matter of taking decision for the channel source also varies accordingly.
Age
5% 20% 21-30 27% 31-40 41-50 51-60 61-70 31% 71-80 3% 14%
Interpretation: ? The respondents interviewed in the age group of 41-50 years are the majority of the CWE of the households and are the majority of the decision makers. ? The next major category falls in the group of 31- 40 years
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4. Findings on the of TV sets and source of channels.
Television sets are the main driving forces for the channel reception category they opt for. Now a days lot of advancement have taken place in television sector which has led to development in the quality of channels.
Types of TV
45 40 35 30 25 20 15 10 5 0
No. of Respondents
43
11 2 cable analog clr Televison category cable settop box sun dth digital 1 tata sky
4 cable analog lcd
3 cable settop box digital
1 cable analog led
Interpretation: ? A majority of the people have a normal color TV at their household, due to which they opt for the local cable operators service hence, can be categorized as analog connection. ? ? Out of the various private players SUN DTH and TATA SKY are most prominently known and used by the masses in Mumbai. Even though household have LCD and LED televisions they are more likely to have cable connection rather than cable set top box or DTH services.
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5. Findings on the awareness of the devise called set-top box
Set top box is an digital device if helps source the channels from the satellite directly to the device. The goverments initiative of making set top box compulsory can be evaluated only through a survey. Many places cable set top box were directly installed for free by the cable operator itself.
Percentage of awareness of set-top box
yes 26%
no 74%
Interpretation: ? ? ? ? About 74% of the respondents interviewed were not aware of set-top box. The major reason for the unawareness is the cost not know buy the people. From where to buy the set-top box was the major issue, as they were confused either to buy from cable operator or from local shops. Another major issue was the cost after installation of the device i.e the monthly rent of the service will increase or remain same. Only a small part of population i.e 26 % of people are aware about set top box, because they might be using the device or might have seen or used at their peers level.
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6. Findings on the awareness of digitization happening in Mumbai.
Government has used various means of advertising to promote their act and make people aware regarding the compulsion date. They have used almost every mode and medium so as to reach the maximum masses. Even though to study the effective use of the media the survey data was very useful.
Awareness of digitization
40 35 No. of Respondents 30 25 20 15 10 5 0 no Awareness yes 27 38
Interpretation: ? The government’s efforts have proven fruitful in terms of awareness rate, as about 60 % of the respondents interviewed are aware of the digitization happening in the city. ?
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More over it was found that there is scope of higher rate of awareness through the same media. The most common medium to spread awareness was found to be Television advertisements.
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7. Findings on sources of awareness about digitization As known the government has used various modes for creating the awareness of the act like: Television advertisements, news paper, radio, cable operator, internet or through the peers. Out of these TV advertisements and cable operators have proved to be the best and the major sources for awareness.
Source of awareness about digitization
cable operator. 18%
tv. 40%
cable operator NA tv
NA. 42%
Interpretation: ? ? ? It was found that television ads were the most proven medium to promote awareness. About 40 % of the respondents got awareness through TV. Cable operators are the next important medium which will eventually help for to facilitate the buying and installation of set top boxes.
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5.4.
RECOMMENDATIONS AND CONCLUSION
RECOMMENDATION: RECOMMENDATION
FINDINGS 1. Finding on highest education qualification of the CWE
Target the promotion medium such that it reaches the masses easily who are below S.S.C level. Promotion in the shops or business places will lead to higher rate of awareness as majority of the population is involved in business. Focus on the age group is appropriate and should continue on the same base.
2. Findings on the occupation of the CWE 3. Findings on range of ages of CWE which effects the decision making.
4. Findings on the of TV sets and source of channels
Majority of the TV sets are normal color sets so should emphasis more on the benefits for normal TV usage. The percentage of awareness is very low, live demonstrations of the set top is needed so that the fear of the unknown is removed. The awareness rate is high, but can be increased by more focus on area focus promotions.
5. Findings on the awareness of the devise called set-top box
6. Findings on the awareness of digitization happening in Mumbai.
7. Findings on sources of awareness about digitization
The awareness through cable operators and television advertisements is a useful medium but local news papers and street plays can play a major role for the rest.
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CONCLUSION: ? ? ? The project gives a insight to the awareness rate in the population of Mumbai. Reaching to such a big area is a challenging task and was possible due to various techniques provided by the organization. The major difficulties with the people for getting the information was due to their perception for the surveyors: o o o ? Of being sales person. The fear for disclosing family details. Might lead in creating wrong intentions.
o Feeling insecure. A considerable number in the population is showing reluctance in the switching to set-top box is due to: o Installing set-top box may increases monthly rent. o Unable to operate the devise. o Two remotes needed to be handled. o If want to purchase, from where to purchase. o The cable operator should provide the facility.
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6. LEARNING FROM THE PROJECT
? ? ? ? ? ? ? ?
The internship experience was a great learning opportunity for me as the employees were very co-operative and understanding. I was given the opportunity to attend the briefing meeting for the project every time and was considered as a regular employee. I learned the various methods of sampling, like area sampling, cluster sampling etc. During my tenure I interviewed the respondents in over 13 different areas across Mumbai. I learned how to interact with different types of people and get information in a well mannered and confident way. I accompanied the team in formulation of the questionnaire and understood the aspects taken care while considering the points. Understood the system and working of the organization and the various methods of doing survey Gained skills like: o Team work. o Co-ordination. o Interaction skills. o Time management. o Handle situations. o Find targeted areas. o Cost management.
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The awareness of digitization and the perception of people in terms of set-top box and its uses.
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7. REFERENCES
WEBLIOGRAPHY ? ? ? ? ? ? ? ? http://ibfindia.com/aboutus.php www.mediamughals.com http://www.apc.org/en/system/files/RegionalReport_DigMig.pdf http://ConsumerFriendlyCableTVSystem-SurveyResults.htm http://cuts-international.org/ConsumerFriendlyCableTVSystem-SurveyResults.htm http://timesofindia.indiatimes.com/topic/Cable-Digitization/news http://www.moneycontrol.com/news/business/digitization-who-wins-wholoses_698561.html www.nielsen.com
BIBLIOGRAPHY ? ? ? ? RAM AHUJA , RESEARCH METHODS , 2ND EDITION, JAIPUR, RAWAT PUBLICATIONS,2003 R.S DWIVEDI, RESEARCH METHODS AND BEHAVIOUR SCIENCE,DELHI,MACMILLAN INDIA PVT LTD,1997 C.R. KOTHARI, RESEARCH METHODOLOGY- METHODS AND TECHNIQUES,NEW DELHI, NEW AGE INTERNATIONAL LTD,2005 GOPAL LAL JAIN, RESEARCH METHODOLOGY- METHODS AND TOOLS,2ND EDITION,JAIPUR,MANGALDEEP PUBLICATIONS,2003
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8. ANNEXURE QUESTIOANNIARE
Q 1 . Please tell me the names and ages of all the members of your family who live in this
household. Please include yourself, other adults, children and babies. But do not include servants or guests who may be visiting you? Response:_______________________________________ Q2 . Can u tell me your name? Response:_______________________________________ Q3 . Can you tell me which household member takes decision related to TV reception such as which channel to receive/which TV reception service to buy/how much to pay etc? Response:_________________________________________ Q4 . Can u please tell me the highest education qualification of the CWE? Response:________________________________________ Q5 . Can u please tell me the occupation of the CWE? Response:________________________________ Q6 . Can u please tell me what type of TV sets do you have? Response:__________________________________ black and white color TV-CRT LCD TV LED TV PLASMA TV Q7 . Can u please tell me if the TV has remote control? Response:____________________________
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Q8 . Can u please tell me how do you receive TV channels on each of your TV sets? Response:__________________________________ Cable- normal cable Cable- with set-top box DTH- household DTH-Building or Society IPTV Ordinary Antenna No active connection currently Q9 . home is analog or digital? Response:______________________________ Q10. Can u please tell me when did you first activated your current connection? Response:____________________________ Q11 . Are you aware of the devise called set-top box? Response:____________________________ Q12 . Are you planning to buy a set –top box in the near future? Response: _____________________________ no yes-within next 1 week yes – within next 2 week yes- in a month yes –in next 1 months yes –in next 2 months Q13 .what type of set are you planning to buy? Response:_______________________________ cable set-top box DTH set-top box Either cable or DTH
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Q14 . What do you know about set-top box? Response:____________________________ Q15 . Why are you planning to buy set-top box? Response:__________________________ Q16 . you said you have subscribed for dth service? Can you tell the name of the dth service provider you have subscribed to ? Response:_________________________________________
Q17. How would you rate your experience with dth subscribe on a scale of 1 to 5 on the following ? Response:__________________________________________
Extremely satisfied (5)
Somewhat satisfied (4)
Neither satisfied nor dissatisfied (3)
Somewhat dissatisfied (2)
Extremely dissatisfied (1)
Quality of reception Quality of service Ease of use Ease of paying monthly subscription fees
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Q18 . Are you aware of digitization happening in your city? Response:______________________________________ yes no Q19 .what do you know about digitization? Response:_____________________________ Q20 . Are you aware of the deadline of digitization? response:_____________________________ no yes-30 June /1st July yes- but not the date Q21 . could you please tell me how did you come to know about digitization? response:___________________________________ newspaper television radio outdoor friends/relatives pamphlets/fliers internet others(specify)
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