CONSUMER RESEARCH Bhavishya Phal Backned (50 interviews) (MAY 2010)
CONSUMER RESEARCH
Bhavishya Phal Backned
(50 interviews)
(MAY 2010)
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Male 56%
Female44%
<17yrs 6%
18-25yrs 22%
26-35yrs 36%
36-50yrs 30%
>50yrs 6%
GENDER AGE GROUP
Demographics
• Bhavishya Phal Backend service has
maximum male participants
• There is participation from all the age
groups
• Maximum respondents are
graduates and from service class
18%12% 12%
0% 0%
58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
INCOME
40%
14%
0% 0%
30%
16%
0%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
OCCUPATION
0%
20%24%
46%
10%
0%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
EDUCATION
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C&S66%
DTH34%
Prepaid 64%
Postpaid 36%
PREPAID /POST PAID CONNECTION
Type Of Connection
CABLE & SATELLITE/DTH
The following table depicts:
• The number of prepaid & postpaid users having C&S connection in their homes
•The number of prepaid & postpaid users having DTH connection in their homes
Respondents/ Type
of Connection users
(%)
BHAVISHYA PHAL BACKEND
C&S DTH
PREPAID
USERS
POSTPAID
USERS
TOTAL
C&S
PREPAID
USERS
POSTPAID
USERS
TOTAL
DTH
44% 22% 66% 20% 14% 34%
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Their viewing habits
Viewers have been bifurcated as :
First time watchers (Recently started watching)
LIGHT USER: Watches 1-2 times in a week
HEAVY USER: Watches 3-4 times in a week
ADDICT: Watches 5 times and above in a week
Stopped : Stopped watching
2%
32%
16%
50%
00%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First Timer Light User Heavy User
Addict User
Stopped
Research Findings:
• 50% respondents (ADDICTED) watch our show more
than 5 times in a week
• 32% respondents (LIGHT USERS) watch our show at
least once or twice in a week
Reasons for watching only once/twice-
- Busy at work (20%)
- No time (10%)
- Busy studying(2%)
• 16% respondents (HEAVY USERS) watch our show 3-
4 times in a week
Reasons for not watching our show more frequently are-
- Spend time with family then TV(4%)
- Busy with work (4%)
- My time is not fixed (2%)
- No comments (6%)
• There are 2% first timers while nobody has stopped
watching our show.
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Their participation patterns
Participants have been bifurcated as :
First timer(Recently started participating)
LIGHT USER: Participates 1-2 times in a week
HEAVY USER: Participates 3-4 times in a week
ADDICT: Participates 5 times and above in a week
Stopped : Stopped participating
8%
44%
38%
10%
0%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First Timer Light User Heavy User
Addict User
Stopped
Research Findings :
• 44% respondents (LIGHT USERS) participate on our show
at least once or twice in a week
Reasons for participating only once/twice on our show-
- Call rates are high (32%)
- Calls not connecting faster (10%)
- Busy with work (2%)
• 38% respondents (HEAVY USERS) participate on our show
3-4 times in a week
Reasons for not participating on our show more frequently
are-
- Call rates are high (26%)
- Calls not connecting faster (8%)
- Want to spare some time with family (4%)
• Only 10% respondents (ADDICTED) participate on our
show more than 5 times in a week
• Only 8% are first timers whereas nobody has stopped
participating on our show
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Comparative Data
VIEWERSHIP
PATTERN
OBSERVATIONS MADE:
1. The Addicts remain constant whereas the heavy participation has increased by 71%
2. Many respondents have shifted from light participation to heavy participation
3. Nobody has stopped participating on our show since the past 3 months
Comparison Feb 2010 April 2010 May 2010
Rare/Light 10% 38% 32%
Occ./Heavy 24% 24% 18%
Reg./Addict 66% 36% 50%
Stopped 0% 2% 0%
Comparison Feb 2010 April 2010 May 2010
Rare/Light 62% 76% 68%
Occ./Heavy 22% 14% 24%
Reg./Addict 16% 8% 8%
Stopped 0% 0% 0%
PARTICIPATION
PATTERN
OBSERVATIONS MADE:
1. Despite a dip in the no. of addicts last month, there is a 38% increase this month
2. Many respondents this month have started watching our show on a regular basis
3. Nobody has stopped watching our show
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Reason for seeking an advice from astrologers
Why Bhavishya Phal Backend ?
What made them instantly call on Bhavishya
Phal Backend Service?
54%
40%
4% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Future decision
Accurate solution
Peace of mind
Get rid of evil spirit
98%
2%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
To get detailed solution
Couldn't understand during live show
counselling by live astrologer
None of the respondents have tried any other 24X7 astrologer based service
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Backend Service
-USP & format
Comfortable & safe environment (caller problem confidentiality-8%)
- Receptive & helpful astrologers (20%)
- Detailed explanation (20%)
- Guidance to solution of problem/Alternate solution (24%)
IVR
- Calls don’t get connected easily (16%)
Price
- Call charges are high (46% respondents)
Convenience
We can call anytime -28% (i.e.24X7 counseling available)
The Way Forward
Enhance assurance on QUALITY of
service provided by 2 key quality
parameters:
1. Technical Competence in terms of
faster customer connectivity
2. Quality in Astrologer counseling
Wellness factors of backend service:
• USP of backend service
• 24X7 ease of availability
• Customer confidentiality
Challenging factors for backend
service:
• Customers are price sensitive and
their fluctuations in participation
pattern depends majorly on this
Driving factors for Backend service
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Understood96%
Didn’t understand
4%
LANGUAGE
All solved
90%
Few left10%
QUERIES TIME TO NOTE DOWN ALL REMEDIES/SOLUTIONS
No problem
96%
Problem4%
• Backend Astrologers - All find the astrologers to be helpful, receptive and knowledgeable during the course of counseling
• Pace of communication- All find it medium and normal paced
Feedback about Backend Astrologers
10% said few queries are yet to be
solved so they will call againOnly 4% had difficulty in understanding
when the astrologer chanted some verses
in Sanskrit
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Other Insights
• 10% have preference to talk to the same astrologer as they know the history of
the caller plus comfort level is more
• 12% have gender preference with 8% having a demand for female astrologers and
4% having a demand for male astrologers
• 58% want the solutions to be smsed to them
• 20% prefer other streams apart from Vedic and the break –up is as follows:
-12% prefer Tarot Card predictions
- 8% prefer Crystal Ball & Pendulum
• 24% are aware about codes of the backend astrologers and they are as follows:
Codes Name Of Astrologer
2 (2% respondents)01(6% respondents)1519 (2% respondents)22247981 (6% respondents)8890
Acharya NandanKishore Sharma
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During TV
show92%
After placing a call, 8%
Awareness about services
AWARENESS : BACKEND SERVICE AWARENESS : APPOINTMENT SERVICE
Aware 16%
Not Aware, 84%
Out of 16% respondents who are aware about the
appointment service only 14% got to know during the TV
show whereas 2% got aware after placing the call
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IVR Experience (Connecting To The Backend Astrologer)
Did you always get connected to us whenever you call at 5664466 for backend astrologer?
Following is the break –up of those respondents who waited for some time to get connected to the backend astrologers :
Waited to get connected to backend
astrologer
Respondents (%)
1-5 mins 58%
6-10mins 22%
11-15mins 8%
20-25mins 2%
• 90% respondents out of all respondents were connected to the backend astrologers at least once
Connectivity Issues While Availing Backend
Service
Respondents (%)
SOME WHO CONNECTED + NOT CONNECTED
in overall attempts
74% said they got connected sometimes and didn’t got
connected during their multiple attempts
ALWAYS CONNECTED 16% said they immediately got connected to the backend
astrologer during every attempt
NEVER CONNECTED despite several attempts 10% said they never got connected despite several
attempts
Source : Data tracked from CDR
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IVR EXPIRIENCE
Disconnected from customer
end (34%)
Holding to get
connected (50%)
Automatically disconnected due
to network problem(6%)
Airtel & Reliance
Automatically disconnected due to
technical problem from our end (2%)
Hold Period % Respondents
<1min 4%
1-2mins 8%
2-3mins 22%
3-4mins 16%
4- 5mins 10%
5-10mins 24%
10-15mins 12%
20-25mins 4%
High Call Charges (18%)Balance not enough to call again(16%)
IVR Experience Of Customer
Data tracked from CDR
Got disconnected after 1 min
• Only 3% respondents found line is busy while connecting to 5664466
• 92% of the respondents faced problems after getting connected to 5664466
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Other Insights
SERVICE RATING • Reasons for Excellent Rating (30%)
- 12% trust the TV show and hence the backend service
- 10% find the backend astrologers very good
- 6 % liked the solutions given by the backend astrologer
- 2% like the fact they can call anytime and avail the service
• Reasons for Good Rating (54%)
- 22% like the backend astrologers
- 14% say solutions given are really good
- 8% respondents find the 24X7 service as good
- 6% like the TV show and hence the backend service as well
- 4% get personalized and correct guidance from backend
astrologers
• Reasons for Average Rating (12%)
- 8% respondents find the call rates are high
- 4% complained calls don’t connect sometimes
• Reasons for Below Average Rating (2%) as find few
solutions given after multiple calls for the same problem
• Reasons for Poor Rating (2%) as find the service bad
30%
54%
12%
2% 2%
Excellent
Good
Average
Below Average
Poor
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Summary
OUR TG
• Bhavishya Phal show has maximum male participants
• There is participation from all the age groups
• Deprived Class remains as our maximum participants
• Maximum participants are from Service background ,followed by Self-employed category
• Maximum participants have graduation as their highest educational degree
• Majority of the participants (66%) have cable & satellite connection & majority of participants use
prepaid mobile service.
VIEWERSHIP & PARTICIPATION
• 50% respondents (ADDICTED) watch our show more than 5 times in a week
• 44% respondents (LIGHT USERS) participate on our show 1-2 times in a week
SERVICE CONTENT
• 54% respondents say they call to seek advice about their FUTURE & CARRIER
• 98% respondents call instantly because they get detail solution to there problems
• All respondents have liked the backend service format, its astrologers and the concept of detailed
explanation with due respect to the confidentiality of the customer (caller) & his problems. However
62% respondents also find the calls charges and connectivity issues troublesome
• Only 4% had difficulty in understanding when the astrologer chanted some verses in Sanskrit
• 10% said few queries are yet to be solved so they will call again
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• Only 4% had difficulty in noting down when the astrologer chanted some verses/sholkas in Sanskrit
• All find the astrologers to be helpful, receptive and knowledgeable during the course of counseling
• 10% have preference to talk to the same astrologer
• 58% want the solutions to be smsed to them
• 20% prefer other streams of which 12% prefer Taro Card Prediction & 8% prefer Crystal Ball & Pendulum
• Only 24% are aware about codes of the backend astrologers
• 90% respondents out of all respondents were connected to the backend astrologers at least once. On an
average 5 attempts were made by each respondent
• 58% respondents waited to get connected to the astrologer between [1-5]mins
• Only 16% respondents are aware about appointment service
• Out of 16% respondents who are aware about the appointment service only 14% got to know during the
TV show whereas 2% got aware after placing the call
• 54% respondents rated the service as Good
Summary