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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
Airtel Idea Vodafone
47.92%
28.57%16.67%
4.17%
7.14%
4.76%
42.71%
50.00%
77.78%
Airtel Idea Vodafone
VAS
Airtel Idea Vodafone
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32.29%21.43% 17.06%
26.04% 50.00%
26.19%
32.29%14.29%
50.79%
Airtel Idea Vodafone
Affordability
Airtel Idea Vodafone
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
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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Communication Media Preferences
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Communication Media Preferences
Vodafone Users
0%
10%20%
30%
40%
50%
60%
70%
80%
90%
100%
Airtel Idea Others
The Jumpers From Vodafone to another
Social Media
TVC
0 20 40 60 80 100
The Aspirers - Would want to
shift to Vodafone
TVC
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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