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Genesis Management & market research (P) Ltd

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Audience Measurement Study On SUJAL MAHARASHTRA-NIRMAL MAHARASHTRA MISSION CAMPAIGN (Water Supply & Sanitation Dept., Govt. of Maharashtra, Mumbai.) Prepared for:

VRITTI SOLUTIONS LIMITED 9, Continental Park, Opp. Karve Statue, Karve Road, Kothrud, Pune-411038

Prepared by:

GENESIS MANAGEMENT & MARKET RESEARCH (P) LTD 7, Jay Apts., 64/3 Erandawane, Prabhat Road, Income Tax Lane, Rege Path, Pune-411 004

March 2010

_______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


Genesis Management & market research (P) Ltd

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TABLE OF CONTENTS INTRODUCTION …………………………………………………………………………. 3 1. SUMMARY ………………………………………………………………………….. 4 2. SCOPE OF WORK ………………………………………………………………… 5 3. METHODOLOGY …………………………………………………………………. 6 4. SURVEY FINDINGS ……………………………………………………………… 7-13

_______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


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INTRODUCTION __________________________________________________ Genesis is a fast growing market research and consultancy organization based in Pune, India offering wide range of market research, KPO services & preparation of export marketing and potential plans for medium and large Indian companies to explore business in developed countries in the world. Genesis works in the areas like FMCG, Automobile, Durables, Telecom, Banking & Insurance, IT/ITes, Education, Chemicals, Engineering, etc…

Vritti is a next generation IT Solutions company working towards fuelling the knowledge based economy by consulting and developing innovative IT solutions. In order to assess the recall of advertisements being played under ‘Sujal Maharashtra-Nirmal Maharahstra Mission Campaign’ on various Bus Stands in the State of Maharashtra, Vritti felt the need to conduct a market research in those cities. With this background, Vritti approached Genesis to conduct the research on their behalf. The survey was successfully carried out in the select cities in the State of Maharashtra using quantitative method of survey by face to face interviews. Genesis thus has a pleasure in submitting this report to Vritti. The report is presented on the basis of survey findings, opinions and views from the passengers/commuters on the Bus Stands.

_______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


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1. SUMMARY __________________________________________________ •

The survey was carried out in select 6 cities in the State of Maharashtra on the basis of quantitative method of survey using face to face interviews

The survey covered interviews of 100 passengers on each of the ST Stands i.e. total 600 interviews

Percentage of respondents coming from Rural areas was high compared to that with the respondents from Urban or Semi Urban areas

Students and Farmers were the most frequently travelling category of respondents

Average rating for the campaign was 4.2 out of 5 which is ‘Very Good’

100% of the respondents felt that the messages spread through this campaign are useful

98% of the respondents said that the massages given through this campaign spread awareness and are implemented by the audiences

All advertisements that are being played under ‘Sujal Maharashtra-Nirmal Maharashtra Mission Campaign’ are recalled by the passengers

Highest recalled advertisement was ‘Conserve Water’ followed by ‘Use Clean and Pure Water’

_______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


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2. SCOPE OF WORK ___________________________________________________________ Number of Interviews: Sr. No.

Type of Respondents

Number of Interviews on each Bus Station

1

Passengers/Commuters on Bus Stations

100

2

Total Bus Stations

6

3

Total Interviews

600

Geographical Coverage: Sr. No.

City / Name of the Bus Stands

1

G-Pet, Nagpur

2

Tuljapur, CBS

3

Ahmednagar-CBS

4

Solapur-CBS

5

Jalgaon-CBS

6

Parbhani-CBS

Out of list of 38 ST Stands in the State of Maharashtra, where ‘Sujal Maharashtra-Nirmal Maharashtra Mission Campaign’ is working, representative sample of 6 ST Stands (mentioned in above table) were selected and 100 passengers/commuters each ST Stand were interviewed during the survey.

_______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


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3. METHODOLOGY __________________________________________________

Create the manual for research

Phase I FIELD WORK

Conduct the pilot survey to know the probable changes required in questionnaire and/or methodology

Preparation of work plan and training to the project team

Carry out face to face interviews to get unbiased feedback from customers

Back checking and Scrutiny of feedback forms

Analysis of the data

Phase II DATA ANALYSIS

Coding and Data entry of the collected customer feedback

Report writing

Presentation of Report

_______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


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4. SURVEY FINDINGS ____________________________________________________ 1. Classification of Respondents-Age Wise Classification of Respondents-Age Wise 40 35

34

Responses in %

30 25 22

20

20

16

15 10

6

5 0

0

Below 1 5

1 5 to 20

20 to 25

25 to 35

35 to 45

45 to 55

Age Groups Base: 6 ST Stands x 100 Respondents each

The above graph represents the type of passengers coming to the surveyed ST Stands. Percentage of respondents from Age Group 20 to 35 was highest. The survey covered maximum number of respondents from Rural areas and Age Group 20 to 35 represents working professionals and/or students who travel frequently to the nearby Urban areas for various reasons.

_______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


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2. Classification of Respondents-Category Wise

Category of Respondents

R S 75

Categories

R

U

16

S

9

U

0

20

40

60

80

Responses in % Base: 6 ST Stands x 100 Respondents each

(R: Rural, S: Semi Urban, U: Urban)

75% of the respondents are from Rural Category for whom the campaign is intended. 3. Classification of Respondents-Gender Wise Classification of Respondents-Gender Wise

Female, 24

Male, 76

Base: 6 ST Stands x 100 Respondents each

The percentage of Male passengers is usually higher than Female passengers which gets reflected in the sample of respondents covered during the survey. _______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


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4. Classification of Respondents-Occupation Wise Classification of Respondnets-Occupation Wise 5

No Respon se

13

Ot h er s Pr iv a t e Sect or

14

Bu sin ess

14 6

G ov . Em ploy ees

20

Fa r m er s

28

St u den t s 0

Students

Farmers

5

Gov . Employ ees

10

Business

15

20

Priv ate Sector

25

Others

30

No Response

Base: 6 ST Stands x 100 Respondents each

The graph depicts that the highest percentage of respondents were ‘Students’ i.e. 28% of the total respondents followed by ‘Farmers’ with a share of 20% of the total respondents. Students from Rural/Semi Urban areas travel to and fro Urban area/Cities nearby for higher studies and hence the percentage of respondents from this category is high.

_______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


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5. Frequency of Travelling

Frequency of Travelling

Frequenctly Once a Month Once a week

22

Frequencies

Frequenctly

42

Once a Month

36

Once a week

0

10

20

30

40

50

Responses in % Base: 6 ST Stands x 100 Respondents each

‘Once a Month’ was observed to be highest chosen frequency of travelling by the respondents (42% of the total respondents). The reason could be occupations like Farmer, Students and Businessmen requiring frequent travelling to nearby Urban areas. 6. Average Waiting Time on the Bus Stand

Average Waiting Time on ST Stand

35

Time

More than 1 Hour

32

1 Hour

57

Half an Hour

0

10

20

30

40

50

60

Responses in % Half an Hour

1 Hour

More than 1 Hour

Base: 6 ST Stands x 100 Respondents each _______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


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7. Favorite Advertisements

Favorite Advertizements 35

Responses in %

30

34

25

24

20

23

15

14

10

9

5 0

Conserv e Using Pure Wat er and Clean Wat er

Test ing Using Toilet Keep Wat er Surrounding Clean

Advertizements Con ser v e W a t er

Usin g Pu r e a n d Clea n W a t er

Usin g T oilet

Keep Su r r ou n din g Clea n

Test in g W a t er

Base: 6 ST Stands x 100 Respondents each

Advertisements about ‘Water Conservation’, ‘Use of Clean and Pure Water’ and ‘Keeping Surrounding Clean’ were observed to be Favorite Advertisements. According to the survey findings all the advertisements played under ‘Sujal Maharashtra-Nirmal Maharashtra Mission Campaign’ were recalled by the passengers.

_______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


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8. Effectiveness of the Campaign Effectiveness of the Campaign

Yes No

100

Effects

Messages are Usefull

Messages are Propagated

0

92

Messages are Im plem ented

98

Spreads Aw areness

98

0

10

20

30

40

50

8

2

2

60

70

80

90

10 0

110

Responses in % Base: 6 ST Stands x 100 Respondents each

As per the survey findings, 100% respondents felt that the ‘Sujal Maharashtra-Nirmal Maharashtra Mission’ advertisements played on the ST Stands spread useful massages among the passengers/commuters on the Stands. According to 98% respondents, messages (given through Audio Advertisement Systems on ST Stands) spread awareness and were implemented by audience. This indicates that there is very good response to this advertisement campaign by MSRTC passengers.

_______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


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9. Rating given to Campaign (out of 5) Rating Giv en to the Cam paign

Ratings (out of 5)

5

43

4

39

3

16

2

2

1 0 0

5

10

15

20

25

Responses in %

Base: 6 ST Stands x 100 Respondents each

30

35

40 1

2

45 3

4

5

(5=Excellent, 4=Very Good, 3=Good, 2=Average, 1=Poor)

Highest (i.e. 43%) percentage of the respondents rated ‘Sujal Maharashtra-Nirmal Maharashtra Mission Campaign’ 5 out of 5 which is excellent. 39% of the respondents rated it as Very Good i.e. 4 out of 5. Average ratings for the campaign is 4.2 ~ 4 which is very good.

_______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign


Rural advertising in India for mass awareness- Study by Vritti i-Media