njm conquest

7/29/2019 NJM Conquest

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Understanding the Consumer: Usage, DecisionMaking, Influencers and Key Parameters


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Agenda

Introduction

Market Scenario

Handset Selection

Usage Analysis

Decision Analysis

Media Habits

Customer Feedback

Word Association

Experience


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Agenda

Introduction

Market Scenario

Handset Selection

Usage Analysis

Decision Analysis

Media Habits

Customer Feedback

Word Association

Experience


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ConQuest, means ConsumerQuest, it is an effort towards understanding

the consumer better.

Innovative games, role-plays and projective techniques are used to try

and understand the subconscious content of a consumers psyche.

We often deal with answers that are implicit and may not come across asthe obvious.

ConQuest

Conventional Research Unconventional Research

Biased Responses Unbiased Responses

Quantitative Data Quantitative & Qualitative

Mundane Questionnaire Projective Techniques

Formal Informal & Fun


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Research Objectives for Vodafone

Understanding Decision Making Criteria for purchase of

Handsets and their relation to Vodafone

Analysis of current Mobile Usage Trends and Influencers

Determination of Decision Parameters while changing a

service provider

Understanding the media preferences of the Indian Consumer


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Venue

Times Utsav Exhibition at Bandra Kurla Complex Mumbai

Date

19th Oct 28th Oct 2012

No Of Respondents

450 (pruned down from 500 during data screening)

Target Group

Universal

Research


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Analysis

Primary Secondary Qualitative

A questionnaire with 4 parts:

Handset Selection Usage Analysis Decision Parameters Media Recall

Demographics

Seven age brackets Gender distribution

Sample Size

450 Respondents

Methodology


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The Questionnaire


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Demographics

Total number of respondents: 450

32%

68%

Gender Ratio

Female

Male

56%

21%

15%

8%

Service Provider distribution

Vodafone

Airtel

Idea

Others

8%

30%

26%

13%

6%

8%

9%

Age Distribution

45


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Agenda

Introduction

Market Scenario

Handset Selection

Usage Analysis

Decision Analysis

Media Habits

Customer Feedback

Word Association

Experience


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Vodafone and BlackberryRelationship Awareness

62%

38%

Vodafone and Blackberry Users*

Aware

Not

Aware

*Currently own or owned a Blackberry in past

47%

53%

Vodafone Users

Aware

Not Aware

38% - Users of Vodafone and Blackberry who should be aware of the relationship

are not aware.


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Vodafone and Blackberry UsersMedium of Information

Yes

62%

10%

17%

No

38%

Medium of Information for handsets

Yes

62% 20%

8%

No

38%

Medium of Information for Service Providers

17% of Vodafone and Blackberry users rely on PEER GROUP for

information on handsets and 20% for information on Service Provider.


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Peer group and Online portals are major sources of

information on handsets.

Many Blackberry users with Vodafone as the service provider

are unaware of the plans for them.

There is a need to create awareness about these plans

through TV commercials and Online portals.

Takeaways


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Engage in Inclusive activities with customers to promote

strong peer group bonding.

Promote Vodafone plans for Blackberry users in TV

commercials and on Company Website prominently.

Associate with Handset Merchants for a Word-of-Mouth

information on Vodafone-Blackberry plans.

Recommendations


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Agenda

Introduction

Market Scenario

Handset Selection

Usage Analysis

Decision Analysis

Media Habits

Customer Feedback

Word Association

Experience


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Multiple SIM Usage

52%40%

8%

People using Multiple SIMs

12

>2

48% of the total respondents use more than 1 SIM.59% of the multiple SIM users lie in the age group of 20-30 years of age

7% 8%

29%

30%

10%

5% 11%

Multi-SIM users (By Age)

45

20-25

25-30

30-35

35-40

40-45

Reasons for using multiple SIMs

I keep my personal

and professional

numbers separate

I use different

service providers

for long chats

I keep a SIM

active for my

hometown


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Multiple SIMsVodafone Users

57% of customers having multiple SIMs are Vodafone users

57%

22%

21%

Main Service Provider of Multiple SIM users

Vodafone

Airtel

Others


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Usage Analysis

High

29%

Med

16%

Low

55%

SMS Frequency

High

62%

Med

14%

Low

24%

Call frequency

No

25%

Yes

75%

Data Service Usage

Calling Frequency

SMSFrequency

High Medium Low

High 84 28 19

Medium 42 25 6

Low 149 56 39


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Usage AnalysisHigh Call Users

Low

19%

Med

21%

Vodafone

24% others

36%High60%

Airtel Users

Next Service Provider

19% of the Vodafone users with high

calling frequency would prefer

Airtel as next service provider

Low

17%

Med

45%

Airtel

19%

others

19%

High38%

Vodafone Users

Next Service Provider

24% of the Airtel users with high

calling frequency would prefer

Vodafone as next service provider

Net movement of25 customers from Vodafone to Airtel


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People in the age group


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Agenda

Introduction

Market Scenario

Handset Selection

Usage Analysis Decision Analysis

Media Habits

Customer Feedback

Word Association

Experience


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49% ofcurrent Airtel users say Vodafone is more popular in their Peer Group

50% ofcurrent Idea users rank Vodafone higher in VAS

Decision ParametersWhat do they feel

36.46%

14.29% 16.27%

8.33%

14.29%4.76%

48.96%

57.14%73.81%

Airtel Idea Vodafone

Peer Group Popularity


47.92%

28.57%16.67%

4.17%

7.14%

4.76%

42.71%

50.00%

77.78%


VAS



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32.29%21.43% 17.06%

26.04% 50.00%

26.19%

32.29%14.29%

50.79%


Affordability


Decision ParametersWhat do they feel

32% ofcurrent Airtel users rank Vodafone higher than Airtel in Affordability

Vodafones lead in other parameters is not proportionately replicated in

Affordability


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Questions Analyzed

What will be your next service provider? (ref. Q13)

Rank all the following companies from Rank 1 to Rank 4 on

the following parameters (ref. Q17)

Idea Vodafone Airtel Any other

Network

Connectivity

Affordability

VAS

Peer Group

Popularity

Best Overall Image

Overall experience


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Takeaways

Airtel Strengths Plans

Brand Image

Vodafone Weaknesses

Poor perception of Affordability

Brand Image

Purchase Barriers

Network Availability

Plans

Change Triggers

Peer Group

Brand Image


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Secondary Analysis

AirtelsHar Friend Zaruri campaign went viral with 20

videos being shared on Youtube.

AirtelsJo Tera Hai Vo Mera Campaign: Instant connect

with the youth on social networking sites

Airtel Facebook page

Vodafone Facebook Page

Vodafone Zoo Zoo Facebook Page

Facebook Presence


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Event Association

0%

10%

20%

30%40%

50%

60%

70%

80%

90%

100%

45

Events people like to associate Telecom Service Providers with

Doesnt

Matter/NeitherSocial Cause

College Fest

Musical Event

Sports

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Those who want Vodafone as next Service Provider

Sports

Musical Events

College Fests

Social Cause


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Communication Media Preferences

66%

19%

15%

Overall

TVC

Print

Social Media

0%

20%

40%

60%

80%

100%

45

By Age

TVC Print Social Media

Preference of people willing to change their service provider to Vodafone

SocialMedia

12%

Print7%

TVC's

81%

Vodafone Aspirers

Propensity to shift is observed to be higher in

people of age group < 30 years .

These people prefer TVCs (81%) followed by

Social Media(12%)


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Vodafone Users

0%

10%20%

30%

40%

50%

60%

70%

80%

90%

100%

Airtel Idea Others

The Jumpers From Vodafone to another

Social Media

Print

TVC

0 20 40 60 80 100

The Aspirers - Would want to

shift to Vodafone

TVC

Print

Social Media

TVC s most preferred. Social media also shares a decent contribution


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Agenda

Introduction

Market Scenario

Handset Selection

Usage Analysis Decision Analysis

Media Habits

Customer Feedback

Word Association

Experience


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