cross-media campaign of vodafone

Market Research Report

on

Understanding the Effectiveness of Television,

Hoarding, Newspaper & Online Advertisements in

Cross-Media Campaign on

Consumer Awareness of Vodafone

Prepared By

Keyur Savalia

Nikita Sanghvi

Under the guidance of

Dr. SIDDHARTH BISHT

(Professor, Stevens Business School)

Market Research Report on Vodafone’s Cross Media Campaign Stevens Business School, Batch: 2009 - 2011

Page ii of 96

DECLARATION

We, Keyur Savalia and Nikita Sanghvi, student of the MBA(Marketing) affiliated to Stevens Business

School, Gandhinagar here by declare that this project is a result of culmination of our sincere efforts.

We declare that this submitted work is done solely by us and to the best of our knowledge. We have tried at

our level best to collect precise detail to provide useful information to the company.

We also declare that all the information collected from various sources has been duly acknowledged in this

project report.

Keyur Savalia

Nikita Sangvi

MBA (Marketing)

Stevens Business School


Page iii of 96

1. ACKNOWLEDGEMENT

An individual cannot do project of this scale. We take this opportunity to express our acknowledgement and

deep sense of gratitude to the individuals for rendering valuable assistance and gratitude to us. Their inputs

have played a vital role in success of this project.

We hereby take this opportunity to thank Stevens Business School, Gandhinagar for providing us an

opportunity to do a research project on Vodafone.

We express my sincere gratitude to our mentor and guide, Dr. Siddharth Bisht who always provided us

with necessary inputs, guidance and direction to carry out this project.

We are indebted to all those respected respondents of my consumer survey for sparing their valuable time

with us for the realization of the project work.

We express my heartfelt thanks to Dr. Himani Joshi who provided me guidance at each & every step and

interaction with her gave me a completely different view to look at a subject, throughout its completion.

We are also thankful to all the faculty of our institute, who helped use in giving all the required information

in a very cooperative manner.

We remember with gratitude my colleagues and friends whose cooperation and support helped us a lot to

reach a fruitful stage.

We furthermore, convey our sincere gratitude to all the authors & websites from where we had collected

meaningful materials.

Last but not the least, we thank our parents & the Almighty God who blessed us with this wonderful prospect

to do the study and enabled us to complete it successfully.


Page iv of 96

2. ABSTRACT

This project is based on telecom sector as the telecom sector is growing at a very good pace. The telecom company

which we have selected for my project is VODAFONE. The reason behind selecting Vodafone is its unique ad

campaign which includes various media like television, hoardings, newspaper and internet for creating awareness to its

customers about its various schemes in product & service category & also its future policies where the company is

coming out with lots of new & affordable schemes for its customers.

Vodafone also came out with one of best& most attractive advertisement which no one has ever seen before called as

―VODAFONE ZOO-ZOO’S‖. This advertisement was a part of VODAFONE’S marketing strategy to boost its sales

during the IPL 2 season. This was one of the master moves by VODAFONE to introduce ZOO-ZOO during the IPL 2

season which was a ―SUPER-HIT‖.

For Understanding the Effectiveness of Television, Hoarding, Newspaper & Online Advertisements in Cross-Media

Campaign on Consumer Awareness of Vodafone we have developed the three objectives,

1) To derive the relationship between demographic variables & choice of tools of media.

2) To compare the effectiveness of cross-media campaign with reference to consumer perception

3) To evaluate the performance of one media tool over the other two media tools.

To conduct research personal interview was selected as a methodology for all sample units. It is however observed that

there are three Significant difference is seen in awareness of Vodafone ad are in age and online ad, occupation and

hoarding and education and hoarding.

On the bases of data analysis and consulting with Vodafone users in Ahmedabad we have found out that Education

level of consumers and type of media used by Vodafone have direct relation. Internet ads and hoarding have more

impact on highly educated people on other hand TV and Newspaper ads have more impact on under graduate

consumers.


Page v of 96

Content

Declaration……………………………………………………………………………………...2

1. Acknowledgement…………..…………………………………………………………...…3

2. Abstract …………………………………………………………………………………….4

2.1. Introduction ……………………………………………………………………………8

2.1.1. Vodafone Essar group…………………………………………………………..8

2.2. Achievements…..……………………………………………………………………….12

3. Research methodology………………………………………………………………………13

3.1. Topic……………………………………………………………………………………13

3.2. Research design…………………………………………………………………………13

3.3. Data requirement………………………………………………………………………..13

3.4. Research data type……………………………………………………………………...13

3.5. Data collection tools…………………………………………………………………….13

3.6. Sample design…………………………………………………………………………..14

3.6.1. Sample technique………………………………………………………………..14

3.6.2. Sample size………………………………………………………………………14

3.6.3. Statistic software – SPSS………………………………………………………..14

3.6.4. Hypothesis test…………………………………………………………………..14

3.7. Limitations of study…………………………………………………………………….14

4. Reliability test……………………………………………………………………………….15

5. Findings……………………………………………………………………………………..26

5.1. Demographic variables…………………………………………………………………26

5.1.1. Gender…………………………………………………………………………..26

5.1.2. Age………………………………………………………………………………27

5.1.3. Educations………………………………………………………………………28


Page vi of 96

5.1.4. Occupation…………………………………………………………………….29

5.1.5. Family income…………………………………………………………………30

5.2. Bar graphs…………………………………………………………………………….31

5.3. Non parameters statistics……………………………………………………………..38

5.3.1. Case Processing Summary…………………………………………………….38

5.3.2. Exposure_choice_TV * Age…………………………………………………..39

5.3.3. Exposure_choice_TV * Education…………………………………………….41

5.3.4. Exposure_choice_TV * Gender………………………………………………..43

5.3.5. Evposure_choice_TV * Occupation……………………………………………45

5.3.6. Exposure_choice_TV * Family_income_month………………………………46

5.3.7. Exposure_choice_hoarding * Age……………………………………………..47

5.3.8. Exposure_choice_hoarding * Education……………………………………….49

5.3.9. Exposure_choice_hoarding * Gender………………………………………….52

5.3.10. Exposure_choice_hoarding * Occupation……………………………………..53

5.3.11. Exposure_choice_hoarding * Family_income_month………………………...56

5.3.12. Exposure_choice_newspaper * Age…………………………………………..58

5.3.13. Exposure_choice_newspaper * Education…………………………………….61

5.3.14. Exposure_choice_newspaper * Gender………………………………………..63

5.3.15. Exposure_choice_newspaper * Occupation……………………………………64

5.3.16. Exposure_choice_newspaper * Family_income_month……………………....67

5.3.17. Exposure_choice_online * Age………………………………………………..70

5.3.18. Exposure_choice_online * Education………………………………………….71

5.3.19. Exposure_choice_online * Gender…………………………………………….72

5.3.20. Exposure_choice_online * Occupation………………………………………..73

5.3.21. Exposure_choice_online * Family_income_month…………………………...76

5.4. Logistic regression……………………………………………………………………..80


Page vii of 96

6. Conclusion…………………………………………………………………………………..86

7. Annexure…………………………………………………………………………………….87

7.1. Annexure 1 – Research Proposal……………………………………………………….87

7.2. Annexure 2 – Questionnaire……………………………………………………………92


Page viii of 96

Introduction

Vodafone Essar Ltd:

Vodafone Essar is a one of the major player of mobile telecommunications in India. Headquarter located in

Mumbai Maharashtra, India. Vodafone Essar formerly known as Hutchison Essar is a cellular

operator in India that covers 23 telecom circles in India based in Mumbai. Vodafone Essar is owned

by Vodafone 67% and Essar Group 33%. It is the second largest mobile phone operator in terms of revenue

behind Bharti Airtel, and third largest in terms of customers.

On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held by Li Ka

Shing Holdings in Hutch-Essar for US$11.1 billion, piping Reliance Communications, Hinduja Group, and

Essar Group, which is the owner of the remaining 33%. The whole company was valued at USD 18.8

billion. The transaction closed on May 8, 2007. Despite the official name being Vodafone Essar, its products

are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout

India with good presence in the metros.

Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM technology,

offering voice and data services in 23 of the country's 23 license areas. It is among the top three GSM mobile

operators of India.

Vodafone Essar is spending somewhere in the region of Rs. 250 crores on this high-profile transition being

unveiled today. Along with the transition, cheap cell phones have been launched in the Indian market under

the Vodafone brand. The company also plans to launch co-branded handsets sourced from global vendors as

well. China's ZTE, which is looking to set-up a manufacturing unit in the country, is expected to provide

several Vodafone handsets in India. Earlier this year, Vodafone penned a global low-cost handset

procurement deal with ZTE.


Page ix of 96

Vodafone Group plc

Vodafone Group plc is a British multinational mobile network operator headquartered

in Newbury, England. Vodafone is the world's largest mobile telecommunication network company, based

on revenue, and has a market value of about £71.2 billion (November 2009). It currently has operations in 31

countries and partner networks in a further 40 countries. Based on subscribers, it is the world's second largest

mobile phone operator behind China Mobile and over Telefónica, with over 427 million subscribers in 31

markets across 5 continents as of 2009. In the UK, its home ground, Vodafone has badly underperformed in

the last few years due to brisk change in administration. It has slipped from first to third largest telecom

operator generating a revenue of £4.9 billion from its 18.7 million customers in 2008-09. As of March 31,

2009, the company employs more than 79,000 people worldwide.

The name Vodafone comes from voice data fone, chosen by the company to "reflect the provision of voice

and data services over mobile phones".

Vodafone owns 45% of Verizon Wireless, the largest wireless telecommunications network in the United

States, based on number of subscribers. The Total Revenue is more than £44.47 billion (2010), Profit is more

than £8.645 billion (2010), Total assets is more than £156.98 billion (2010) and Total equity is more than

£90.38 billion (2010). Vodafone is managed by Sir John Bond (Chairman), Vittorio Colao (CEO), John

Buchanan (Deputy Chairman) and Andy Halford (CFO)

Essar Group

The Essar Group is a multinational conglomerate corporation in the sectors of Steel, Energy, Power,

Communications, Engineering Procurement, Shipping Ports & Logistics as well as Construction.

Headquartered located at Essar House, 11 Keshavrao Khadye Marg, Mahalaxmi, Mumbai, India. The

Group's annual revenues were over USD 15 billion in FY08-09. Essar began as a construction company in

1969 and diversified into manufacturing, services and retail. Essar is managed by Shashi Ruia, Chairman –

http://en.wikipedia.org/wiki/Revenue

http://en.wikipedia.org/wiki/Pound_sterling

http://en.wikipedia.org/wiki/John_Bond_(banker)

http://en.wikipedia.org/wiki/Chairman

http://en.wikipedia.org/wiki/Vittorio_Colao

http://en.wikipedia.org/wiki/CEO

http://en.wikipedia.org/wiki/Chairman

http://en.wikipedia.org/wiki/Chief_Financial_Officer


Page x of 96

Essar Group. Ravi Ruia, Vice Chairman – Essar Group and Prashant Ruia, Anshuman Ruia, Smiti Kanodia

and Rewant Ruia Directors

Essar Communication Holdings Ltd is also venturing into emerging markets in Africa and South Asia. In

Kenya, Essar Communications has launched a new cellular services brand called ―yu‖, becoming the

country’s fourth telecom operator

History

In 1992 Hutchison Whampoa and its Indian business partner established a company that in 1994 was

awarded a license to provide mobile telecommunications services in Mumbai and launched commercial

service as Hutchison Max in November 1995. Analjit Singh of Max Touch still holds 12% in company.

In Delhi, UP (E), Rajasthan and Haryana, ESSAR was the major partner. But later Hutch took the majority

Stake.

By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison Whampoa had acquired

interests in six mobile telecommunications operators providing service in 13 of India's 23 licence areas and

following the completion of the acquisition of BPL that number increased to 16. In 2006, it announced the

acquisition of a company (Essar Spacetel — A subsidiary of Essar Group) that held licence applications for

the seven remaining licence areas.

In a country growing as fast as India, a strategic and well managed business plan is critical to success.

Initially, the company grew its business in the largest wireless markets in India — in cities like Mumbai,

Delhi and Kolkata. In these densely populated urban areas it was able to establish a robust network, well

known brand and large distribution network -all vital to long-term success in India. Then it also targeted

business users and high-end post-paid customers which helped Hutchison Essar to consistently generate a

higher Average Revenue Per User ("ARPU") than its competitors. By adopting this focused growth plan, it

was able to establish leading positions in India's largest markets providing the resources to expand its

footprint nationwide.


Page xi of 96

Initially around 1995 it was "MAX TOUCH"...then around 2000 it was ORANGE. In December 2006,

Hutch Essar re-launched the "Hutch" brand nationwide, consolidating its services under a single identity.

The Company entered into an agreement with NTT DoCoMo to launch i-mode mobile Internet service in

India during 2007.

The company used to be named Hutchison Essar, reflecting the name of its previous owner; however the

brand was marketed as Hutch. After getting the necessary government approvals with regards to the

acquisition of a majority by the Vodafone Group, the company was rebranded as Vodafone Essar. The

marketing brand was officially changed to Vodafone on 20 September 2007.

On September 20, 2007 Hutch became Vodafone in one of the biggest brand transition exercises in recent

times.

In February 2007, Hutchison Telecom announced that it had entered into a binding agreement with a

subsidiary of Vodafone Group Plc to sell its 67% direct and indirect equity and loan interests in Hutchison

Essar Limited for a total cash consideration (before costs, expenses and interests) of approximately US$11.1

billion or HK$87 billion.


Page xii of 96

Milestones/Achievements

1992: Hutchison Whampoa and Max Group established Hutchison Max

2000: Acquisition of Delhi operations Entered Calcutta and Gujarat markets through ESSAR acquisition

2001: Won auction for licenses to operate GSM services in Karnataka, Andhra Pradesh and Chennai

2003: Acquired AirCel Digilink (ADIL — ESSAR Subsidiary) which operated in Rajastan, Uttar Pradesh

East and Haryana telecom circles and renamed it under Hutch brand

2004: Launched in three additional telecom circles of India namely 'Punjab', 'Uttar Pradesh West' and 'West

Bengal'

2005: Acquired BPL (Except Mumbai)- 3 Circles, another mobile service provider in India

2008: Vodafone acquired the Licence in remaining 7 circles and has started its pending operations

in Madhya Pradesh/Chhattisgarh with its headquarters at Malviya Nagar, Bhopal as well as in Orissa,

Assam, North East and Bihar

2008: Vodafone launched the Apple iPhone 3G to be used on its 17 circle 2.75G network.

Hutch was often praised for its award winning advertisements which all follow a clean, minimalist look. A

recurrent theme is that its message Hello stands out visibly though it uses only white letters on red

background. Another recent successful ad campaign in 2003 featured a pug named Cheeka following a boy

around in unlikely places, with the tagline, Wherever you go, our network follows. The simple yet powerful

advertisement campaigns won it many admirers.

2009: Vodafone launched Recharge Online

2009: Vodafone Essar - 1st Indian Telecom operator to receive the Payment Card Industry Security Standard

(PCI DSS) certification for its Mumbai operations and launches unlimited SMS offer in Mumbai.

2010: Vodafone emerged as the most admired marketer in India. 2010: Vodafone crossed 100 million

subscribers in India

http://en.wikipedia.org/wiki/Bhopal


Page xiii of 96

3. RESEARCH METHODOLOGY

TOPIC: ― Understanding the Effectiveness of Television, Hoarding, Newspaper & Online

Advertisements in Cross-Media Campaign on Consumer Awareness of Vodafone

RESEARCH DESIGN: Descriptive Research

It’s a type conclusive research that has as its major objective the description of the market

characteristics of Vodafone telecommunications.

Further it’s a single cross-sectional design which involves the collection of data of information from

any single sample of population elements only once.

DATA REQUIREMENT

For this research we required customers who the users of Vodafone tele-services.

RESEARCH DATA TYPE: Primary Quantitative Data

DATA COLLECTION TOOL: Questionnaire

The questionnaire contains structured questions that have multiple choices as well

as a scale.

SCALING: Nominal Scale

SCALING TECHNIQUE: Non comparative Scale

The respondents are provided with an itemized rating scale named Likert Scale which is a rating

scale with five response categories ranging from “highly agree” to “highly disagree” which requires

the respondents to indicate a degree of agreement or disagreement with each of a series of

statement related t the stimulus object.


Page xiv of 96

SAMPLING DESIGN

SAMPLING TECHNIQUE: Non Probability Sampling

In this Non Probability sampling Method, we have used the Quota Sampling i.e. first we developed

control categories or quotas of population elements and then selected the sample elements on the

basis of our convenience.

SAMPLE SIZE: 56 Vodafone users

STATISTICAL SOFTWARE: SPSS

HYPOTHESIS TEST: Non Parametric Tests

This hypothesis-testing is applied in our research because the variables are measured on a

nominal scale.

STATISTICAL TECHNIQUE: Multivariate Technique

For our research purpose we found that Dependence Techniques (Cross-tabulation and Logistic

Regression) is appropriate for our result. In this one variable can be identified as dependent

variables and the remaining as independent variable.

LIMITATIONS OF THE STUDY

The sample is not the representative of the total population.

The bias of respondents while filling questionnaire cannot be eliminated.

Due to the small size of the sample, some tools of the SPSS software could not be used for

findings.


Page xv of 96

4. RELIABILITY TEST

Reliability

Notes

Output Created 21-Oct-2010 16:22:19

Comments

Input Data D:\study\STEVENS B SCHOOL SEM

3\Marketing Research\marketing

research poject

vodafon\Survey_Vodaphone.sav

Active Dataset DataSet0

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data

File

5

Matrix Input

Missing Value Handling Definition of Missing User-defined missing values are

treated as missing.

Cases Used Statistics are based on all cases with

valid data for all variables in the

procedure.

Syntax RELIABILITY

/VARIABLES=Type_of_mobileservice

Time_of_vodafone_service

Advertising_role Evposure_choice_TV

Exposure_choice_hoarding

Exposure_choice_newspaper

Exposure_choice_online TV_rating

Hoarding_rating Newspaper_rating

Online_rating Vodafone_ad_attention

TV_ad_awareness

Hoarding_ad_awareness

Newspaper_ad_awareness

Online_ad_awareness

Vodaphone_ad_description Age

Education Gender Occupation

Family_income_month

/SCALE('ALL VARIABLES') ALL

/MODEL=ALPHA


Page xvi of 96

/STATISTICS=SCALE CORR COV

/SUMMARY=TOTAL.

Resources Processor Time 0:00:00.016

Elapsed Time 0:00:00.031

[DataSet0] D:\study\STEVENS B SCHOOL SEM 3\Marketing Research\marketing research poject

vodafon\Survey_Vodaphone.sav

Warnings

Each of the following component variables has zero variance and is removed from the

scale: Time_of_vodafone_service, Evposure_choice_TV, Online_rating

The determinant of the covariance matrix is zero or approximately zero. Statistics based on

its inverse matrix cannot be computed and they are displayed as system missing values.

Scale: ALL VARIABLES

Case Processing Summary

N %

Cases Valid 5 100.0

Excludeda 0 .0

Total 5 100.0

a. Listwise deletion based on all variables in the

procedure.


Page xvii of 96

Reliability Statistics

Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

.702 .731 19

Inter-Item Correlation Matrix

Type_of_mobil

eservice

Advertising_rol

e

Exposure_choi

ce_hoarding

Exposure_choi

ce_newspaper

Type_of_mobileservice 1.000 .745 .667 .408

Advertising_role .745 1.000 .373 .456

Exposure_choice_hoarding .667 .373 1.000 .612

Exposure_choice_newspap

er

.408 .456 .612 1.000

Exposure_choice_online .408 .456 .612 1.000

TV_rating -.408 -.456 -.612 -1.000

Hoarding_rating .612 .456 .919 .875

Newspaper_rating -.667 -.373 -1.000 -.612

Vodafone_ad_attention .843 .942 .662 .590

TV_ad_awareness .167 .373 .667 .408

Hoarding_ad_awareness .840 .626 .910 .772

Newspaper_ad_awareness .764 .976 .327 .535

Online_ad_awareness .913 .612 .913 .559

Vodaphone_ad_description -.456 -.408 -.913 -.559

Age .919 .913 .612 .375

Education -.913 -.612 -.456 .000

Gender -.167 .373 .167 .612

Occupation -.452 -.562 -.050 .431

Family_income_month .612 .685 -.102 .250


Page xviii of 96


Exposure_choi

ce_online

TV_rating Hoarding_ratin

g

Newspaper_rat

ing

Vodafone_ad_

attention

Type_of_mobileservice .408 -.408 .612 -.667 .843

Advertising_role .456 -.456 .456 -.373 .942

Exposure_choice_hoarding .612 -.612 .919 -1.000 .662


er

1.000 -1.000 .875 -.612 .590

Exposure_choice_online 1.000 -1.000 .875 -.612 .590

TV_rating -1.000 1.000 -.875 .612 -.590

Hoarding_rating .875 -.875 1.000 -.919 .700

Newspaper_rating -.612 .612 -.919 1.000 -.662

Vodafone_ad_attention .590 -.590 .700 -.662 1.000

TV_ad_awareness .408 -.408 .612 -.667 .542

Hoarding_ad_awareness .772 -.772 .943 -.910 .834

Newspaper_ad_awareness .535 -.535 .468 -.327 .906

Online_ad_awareness .559 -.559 .839 -.913 .824

Vodaphone_ad_description -.559 .559 -.839 .913 -.659

Age .375 -.375 .563 -.612 .958

Education .000 .000 -.280 .456 -.659

Gender .612 -.612 .408 -.167 .361

Occupation .431 -.431 .185 .050 -.472

Family_income_month .250 -.250 .063 .102 .516


TV_ad_awaren

ess

Hoarding_ad_a

wareness

Newspaper_ad

_awareness

Online_ad_awa

reness

Type_of_mobileservice .167 .840 .764 .913

Advertising_role .373 .626 .976 .612

Exposure_choice_hoarding .667 .910 .327 .913


er

.408 .772 .535 .559

Exposure_choice_online .408 .772 .535 .559

TV_rating -.408 -.772 -.535 -.559


Newspaper_rating -.667 -.910 -.327 -.913

Vodafone_ad_attention .542 .834 .906 .824

TV_ad_awareness 1.000 .490 .218 .456

Hoarding_ad_awareness .490 1.000 .642 .959

Newspaper_ad_awareness .218 .642 1.000 .598

Online_ad_awareness .456 .959 .598 1.000


Page xix of 96


Age .408 .772 .869 .839

Education .000 -.575 -.598 -.750

Gender .667 .210 .327 .000

Occupation -.201 -.063 -.428 -.275

Family_income_month -.408 .300 .802 .280


Vodaphone_ad

_description

Age Education Gender

Type_of_mobileservice -.456 .919 -.913 -.167

Advertising_role -.408 .913 -.612 .373

Exposure_choice_hoarding -.913 .612 -.456 .167


er

-.559 .375 .000 .612

Exposure_choice_online -.559 .375 .000 .612

TV_rating .559 -.375 .000 -.612

Hoarding_rating -.839 .563 -.280 .408

Newspaper_rating .913 -.612 .456 -.167

Vodafone_ad_attention -.659 .958 -.659 .361

TV_ad_awareness -.913 .408 .000 .667

Hoarding_ad_awareness -.767 .772 -.575 .210

Newspaper_ad_awareness -.299 .869 -.598 .327

Online_ad_awareness -.750 .839 -.750 .000

Vodaphone_ad_description 1.000 -.559 .250 -.456

Age -.559 1.000 -.839 .102

Education .250 -.839 1.000 .456

Gender -.456 .102 .456 1.000

Occupation .138 -.646 .688 .201

Family_income_month .280 .563 -.559 -.102


Occupation Family_income

_month

Type_of_mobileservice -.452 .612

Advertising_role -.562 .685

Exposure_choice_hoarding -.050 -.102


er

.431 .250

Exposure_choice_online .431 .250


Page xx of 96

TV_rating -.431 -.250

Hoarding_rating .185 .063

Newspaper_rating .050 .102

Vodafone_ad_attention -.472 .516

TV_ad_awareness -.201 -.408

Hoarding_ad_awareness -.063 .300

Newspaper_ad_awareness -.428 .802

Online_ad_awareness -.275 .280

Vodaphone_ad_description .138 .280

Age -.646 .563

Education .688 -.559

Gender .201 -.102

Occupation 1.000 -.277

Family_income_month -.277 1.000

Inter-Item Covariance Matrix

Type_of_mobil

eservice

Advertising_rol

e

Exposure_choi

ce_hoarding

Exposure_choi

ce_newspaper


Advertising_role .500 1.500 .250 .250



er

.100 .250 .150 .200


TV_rating -.100 -.250 -.150 -.200



Vodafone_ad_attention .700 1.750 .550 .400

TV_ad_awareness .050 .250 .200 .100

Hoarding_ad_awareness .600 1.000 .650 .450

Newspaper_ad_awareness .350 1.000 .150 .200

Online_ad_awareness .500 .750 .500 .250


Age .450 1.000 .300 .150

Education -.500 -.750 -.250 .000

Gender -.050 .250 .050 .150

Occupation -.450 -1.250 -.050 .350

Family_income_month .300 .750 -.050 .100


Page xxi of 96


Exposure_choi

ce_online

TV_rating Hoarding_rating Newspaper_r

ating

Vodafone_ad_

attention

Type_of_mobileservice .100 -.100 .300 -.200 .700

Advertising_role .250 -.250 .500 -.250 1.750

Exposure_choice_hoarding .150 -.150 .450 -.300 .550


er

.200 -.200 .350 -.150 .400

Exposure_choice_online .200 -.200 .350 -.150 .400

TV_rating -.200 .200 -.350 .150 -.400

Hoarding_rating .350 -.350 .800 -.450 .950

Newspaper_rating -.150 .150 -.450 .300 -.550

Vodafone_ad_attention .400 -.400 .950 -.550 2.300

TV_ad_awareness .100 -.100 .300 -.200 .450

Hoarding_ad_awareness .450 -.450 1.100 -.650 1.650

Newspaper_ad_awareness .200 -.200 .350 -.150 1.150

Online_ad_awareness .250 -.250 .750 -.500 1.250

Vodaphone_ad_description -.250 .250 -.750 .500 -1.000

Age .150 -.150 .450 -.300 1.300

Education .000 .000 -.250 .250 -1.000

Gender .150 -.150 .200 -.050 .300

Occupation .350 -.350 .300 .050 -1.300

Family_income_month .100 -.100 .050 .050 .700


TV_ad_awaren

ess

Hoarding_ad_a

wareness

Newspaper_ad

_awareness

Online_ad_awa

reness


Advertising_role .250 1.000 1.000 .750



er

.100 .450 .200 .250


TV_rating -.100 -.450 -.200 -.250

Hoarding_rating .300 1.100 .350 .750


Vodafone_ad_attention .450 1.650 1.150 1.250

TV_ad_awareness .300 .350 .100 .250

Hoarding_ad_awareness .350 1.700 .700 1.250

Newspaper_ad_awareness .100 .700 .700 .500

Online_ad_awareness .250 1.250 .500 1.000


Page xxii of 96

Vodaphone_ad_description -.500 -1.000 -.250 -.750

Age .200 .900 .650 .750

Education .000 -.750 -.500 -.750

Gender .200 .150 .150 .000

Occupation -.200 -.150 -.650 -.500

Family_income_month -.200 .350 .600 .250


Vodaphone_ad

_description

Age Education Gender

Type_of_mobileservice -.250 .450 -.500 -.050

Advertising_role -.500 1.000 -.750 .250

Exposure_choice_hoarding -.500 .300 -.250 .050


er

-.250 .150 .000 .150

Exposure_choice_online -.250 .150 .000 .150

TV_rating .250 -.150 .000 -.150

Hoarding_rating -.750 .450 -.250 .200

Newspaper_rating .500 -.300 .250 -.050

Vodafone_ad_attention -1.000 1.300 -1.000 .300

TV_ad_awareness -.500 .200 .000 .200

Hoarding_ad_awareness -1.000 .900 -.750 .150

Newspaper_ad_awareness -.250 .650 -.500 .150

Online_ad_awareness -.750 .750 -.750 .000

Vodaphone_ad_description 1.000 -.500 .250 -.250

Age -.500 .800 -.750 .050

Education .250 -.750 1.000 .250

Gender -.250 .050 .250 .300

Occupation .250 -1.050 1.250 .200

Family_income_month .250 .450 -.500 -.050


Occupation Family_income

_month

Type_of_mobileservice -.450 .300

Advertising_role -1.250 .750

Exposure_choice_hoarding -.050 -.050


er

.350 .100

Exposure_choice_online .350 .100


Page xxiii of 96

TV_rating -.350 -.100

Hoarding_rating .300 .050

Newspaper_rating .050 .050

Vodafone_ad_attention -1.300 .700

TV_ad_awareness -.200 -.200

Hoarding_ad_awareness -.150 .350

Newspaper_ad_awareness -.650 .600

Online_ad_awareness -.500 .250

Vodaphone_ad_description .250 .250

Age -1.050 .450

Education 1.250 -.500

Gender .200 -.050

Occupation 3.300 -.450

Family_income_month -.450 .800

Item-Total Statistics

Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total

Correlation

Type_of_mobileservice 44.8000 45.200 .706

Advertising_role 43.2000 38.200 .727

Exposure_choice_hoarding 44.6000 45.800 .620


er

44.4000 45.300 .864

Exposure_choice_online 44.4000 45.300 .864

TV_rating 45.0000 56.500 -.892

Hoarding_rating 43.8000 40.700 .806

Newspaper_rating 43.8000 56.200 -.706

Vodafone_ad_attention 43.6000 33.800 .828

TV_ad_awareness 44.8000 47.700 .357

Hoarding_ad_awareness 43.4000 35.800 .846

Newspaper_ad_awareness 43.4000 41.300 .809

Online_ad_awareness 42.2000 40.700 .705

Vodaphone_ad_description 42.2000 60.200 -.677

Age 43.6000 41.800 .700

Education 44.2000 57.700 -.527

Gender 44.6000 47.300 .411

Occupation 42.8000 54.700 -.272

Family_income_month 42.8000 44.700 .435


Page xxiv of 96

Item-Total Statistics

Squared

Multiple

Correlation

Cronbach's

Alpha if Item

Deleted

Type_of_mobileservice . .668

Advertising_role . .629

Exposure_choice_hoarding . .673


er

. .666

Exposure_choice_online . .666

TV_rating . .744

Hoarding_rating . .637

Newspaper_rating . .744

Vodafone_ad_attention . .598

TV_ad_awareness . .688

Hoarding_ad_awareness . .606

Newspaper_ad_awareness . .641

Online_ad_awareness . .643

Vodaphone_ad_description . .777

Age . .648

Education . .765

Gender . .685

Occupation . .794

Family_income_month . .675


Page xxv of 96

Scale Statistics

Mean Variance Std. Deviation N of Items

46.2000 50.700 7.12039 19

RESULT:

According to Pavot, Diener, Colvin and Sandvik (1991), the satisfaction with life

scale has good internal consistency, with Cronbach alpha coefficient reported of 0.7.

In the current study, the Cronbach alpha coefficient is 0.702.

Assessing the Normality

After entering the data into the software, a statistical tool was run to assess the normality of the

data and to check the outliers (if any), which shown results in the favour of normality.


Page xxvi of 96

INFERENCE:

The graph presented above suggests that out of 56 sample size around 70% are male

respondents and 30% are female. And they are using Vodafone as their mobile network.

5. FINDINGS

5.1 PIE GRAPHS: DEMOGRAPHIC VARIABLES

Graph 5.1.1 DEMOGRAPHIC VARIABLE - GENDER


Page xxvii of 96

INFERENCE:

The graph presented above suggests that out of 56 almost 65% are following under age

group of 21 to 30, 30% are following under age group of 21 to 40 and more then 40. Only

5% are following under the age group of less then 21

Graph 5.1.2 DEMOGRAPHIC VARIABLE – AGE


Page xxviii of 96

INFERENCE:

The graph presented above suggests that out of 56 sample size around 75% are

Graduates, 20% are Post graduates and 10% are HSC.

Graph 5.1.3 DEMOGRAPHIC VARIABLE - EDUCATION


Page xxix of 96

INFERENCE:

The graph presented above suggests that out of 56 sample size around 30% are doing

service, 25% are students, 20% are doing Business, 15% are doing Government job and

10% are students

Graph 5.1.4 DEMOGRAPHIC VARIABLE - OCCUPATION


Page xxx of 96

INFERENCE:

The graph presented above suggests that out of 56 sample size around 60% are following

under the income group of more then 30000, 20% are following under the income group of

25001 – 30000, 15% are following under the income group of 15000 – 25000 and only 5%

have an income less then 15000.

Graph 5.1.5 DEMOGRAPHIC VARIABLE – FAMILY INCOME


Page xxxi of 96

5.2 BAR GRAPHS

Graph 5.2.1

Notes

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vodafon\vodafone_survey.sav


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/BAR(GROUPED)=MEAN(Age) BY

TV_ad_awareness BY Gender.




Page xxxii of 96

INFERENCE:

The graph presented above suggests that more or less all females believe that TV

advertisements have generated high level of awareness about Vodafone whereas large

number of males is indifferent to the awareness level of TV advertisements.

Graph 5.2.2

Notes


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Syntax GRAPH


Hoarding_ad_awareness BY Gender.




Page xxxiii of 96

INFERENCE:

The graph presented here suggests that both females and males have almost same

perception about generation of level of awareness about Vodafone through hoarding

advertisements. The responsiveness to the hoarding advertisements is partly positive and

partly negative.


Page xxxiv of 96

Graph 5.2.3

Notes


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Newspaper_ad_awareness BY

Gender.




Page xxxv of 96

INFERENCE:

The graph presented here suggests that as the age of respondents grew, the impact of

newspaper advertisements have been gradually decreasing.


Page xxxvi of 96

Graph 5.2.4

Notes


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Online_ad_awareness BY Gender.




Page xxxvii of 96

INFERENCE:

The graph presented here hints that both males are more exposed to online

advertisements than females.


Page xxxviii of 96

5.3 NON PARAMETRIC STATISTICS

5.3.1 CROSS TAB

5.3.1.1 Case Processing Summary


Cases

Valid Missing Total

N Percent N Percent N Percent

Exposure_choice_TV * Age 56 100.0% 0 .0% 56 100.0%

Exposure_choice_TV *

Education

56 100.0% 0 .0% 56 100.0%


Gender

56 100.0% 0 .0% 56 100.0%


Occupation

56 100.0% 0 .0% 56 100.0%


Family_income_month

56 100.0% 0 .0% 56 100.0%


* Age

56 100.0% 0 .0% 56 100.0%


* Education

56 100.0% 0 .0% 56 100.0%


* Gender

56 100.0% 0 .0% 56 100.0%


* Occupation

56 100.0% 0 .0% 56 100.0%


* Family_income_month

56 100.0% 0 .0% 56 100.0%


er * Age

56 100.0% 0 .0% 56 100.0%


er * Education

56 100.0% 0 .0% 56 100.0%


er * Gender

56 100.0% 0 .0% 56 100.0%


er * Occupation

56 100.0% 0 .0% 56 100.0%


er * Family_income_month

56 100.0% 0 .0% 56 100.0%

Exposure_choice_online *

Age

56 100.0% 0 .0% 56 100.0%


Page xxxix of 96


Education

56 100.0% 0 .0% 56 100.0%


Gender

56 100.0% 0 .0% 56 100.0%


Occupation

56 100.0% 0 .0% 56 100.0%


Family_income_month

56 100.0% 0 .0% 56 100.0%

5.3.1.2 Exposure_choice_TV * Age

Crosstab

Age

Less than 21 21-30 31-40

Evposure_choice_TV Ticked Count 1 34 10

Expected Count 1.0 34.4 9.8

% within

Evposure_choice_TV

1.8% 61.8% 18.2%

% within Age 100.0% 97.1% 100.0%

% of Total 1.8% 60.7% 17.9%

Not Ticked Count 0 1 0

Expected Count .0 .6 .2

% within

Evposure_choice_TV

.0% 100.0% .0%

% within Age .0% 2.9% .0%

% of Total .0% 1.8% .0%

Total Count 1 35 10


% within

Evposure_choice_TV

1.8% 62.5% 17.9%

% within Age 100.0% 100.0% 100.0%

% of Total 1.8% 62.5% 17.9%


Page xl of 96

Crosstab

Age

More than 40 Total

Evposure_choice_TV Ticked Count 10 55

Expected Count 9.8 55.0

% within

Evposure_choice_TV

18.2% 100.0%

% within Age 100.0% 98.2%

% of Total 17.9% 98.2%

Not Ticked Count 0 1

Expected Count .2 1.0

% within

Evposure_choice_TV

.0% 100.0%

% within Age .0% 1.8%

% of Total .0% 1.8%

Total Count 10 56


% within

Evposure_choice_TV

17.9% 100.0%

% within Age 100.0% 100.0%

% of Total 17.9% 100.0%

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square .611a 3 .894

Likelihood Ratio .951 3 .813

Linear-by-Linear

Association

.417 1 .518

N of Valid Cases 56

a. 5 cells (62.5%) have expected count less than 5. The minimum

expected count is .02.

RESULT

A Chi-square test for independence (with Likelihood Ratio) indicated no significance

association between age and exposure to TV advertisements of Vodafone, 𝜒2

(3, N=56) = 0.894


Page xli of 96

5.3.1.3 Exposure_choice_TV * Education

Crosstab

Education

HSC Graduate



% within

Evposure_choice_TV

10.9% 61.8%

% within Education 100.0% 100.0%

% of Total 10.7% 60.7%


Expected Count .1 .6

% within

Evposure_choice_TV

.0% .0%

% within Education .0% .0%

% of Total .0% .0%

Total Count 6 34


% within

Evposure_choice_TV

10.7% 60.7%


% of Total 10.7% 60.7%

Crosstab

Education

Post Graduate Total



% within

Evposure_choice_TV

27.3% 100.0%


% of Total 26.8% 98.2%



% within

Evposure_choice_TV

100.0% 100.0%



Page xlii of 96

% of Total 1.8% 1.8%

Total Count 16 56


% within

Evposure_choice_TV

28.6% 100.0%


% of Total 28.6% 100.0%

RESULT


association between education and exposure to TV advertisements of Vodafone, 𝜒2

(2, N=56) = 0.280

Chi-Square Tests


sided)

Pearson Chi-Square 2.545a 2 .280

Likelihood Ratio 2.551 2 .279

Linear-by-Linear

Association

1.869 1 .172

N of Valid Cases 56




Page xliii of 96

5.3.1.4 Exposure_choice_TV * Gender

Crosstab

Gender

Female Male Total



% within

Evposure_choice_TV

30.9% 69.1% 100.0%

% within Gender 94.4% 100.0% 98.2%

% of Total 30.4% 67.9% 98.2%


Expected Count .3 .7 1.0

% within

Evposure_choice_TV

100.0% .0% 100.0%

% within Gender 5.6% .0% 1.8%

% of Total 1.8% .0% 1.8%

Total Count 18 38 56


% within

Evposure_choice_TV

32.1% 67.9% 100.0%

% within Gender 100.0% 100.0% 100.0%

% of Total 32.1% 67.9% 100.0%

Chi-Square Tests

Value Df Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)


Continuity Correctionb .149 1 .700


Fisher's Exact Test .321 .321

Linear-by-Linear

Association

2.111 1 .146

N of Valid Cases 56

a. 2 cells (50.0%) have expected count less than 5. The minimum expected count is .32.

b. Computed only for a 2x2 table


Page xliv of 96

RESULT

A Chi-square test for independence (with Yates Continuity Correction) indicated no significance association between gender and exposure to TV advertisements of

Vodafone, 𝜒2(1, N=56) = 0.143; p= 0.7

5.3.1.5 Evposure_choice_TV * Occupation

Crosstab

Occupation

Businessman Service Govt. Job



% within

Evposure_choice_TV

18.2% 30.9% 12.7%

% within Occupation 100.0% 100.0% 100.0%

% of Total 17.9% 30.4% 12.5%


Expected Count .2 .3 .1

% within

Evposure_choice_TV

.0% .0% .0%

% within Occupation .0% .0% .0%

% of Total .0% .0% .0%

Total Count 10 17 7


% within

Evposure_choice_TV

17.9% 30.4% 12.5%


% of Total 17.9% 30.4% 12.5%

Crosstab

Occupation

Housewife Student Total



% within

Evposure_choice_TV

10.9% 27.3% 100.0%


Page xlv of 96


% of Total 10.7% 26.8% 98.2%


Expected Count .1 .3 1.0

% within

Evposure_choice_TV

100.0% .0% 100.0%

% within Occupation 14.3% .0% 1.8%

% of Total 1.8% .0% 1.8%

Total Count 7 15 56


% within

Evposure_choice_TV

12.5% 26.8% 100.0%


% of Total 12.5% 26.8% 100.0%

Chi-Square Tests


sided)



Linear-by-Linear

Association

.452 1 .502

N of Valid Cases 56



RESULT

A Chi-square test for independence (with Likelihood Ratio) indicated no significance association between occupation and exposure to TV advertisements of Vodafone,

𝜒2(4, N=56) = 0.129


Page xlvi of 96

5.3.1.6 Exposure_choice_TV * Family_income_month

Crosstab

Family_income_month

Less than

15000

15000-25000



% within

Evposure_choice_TV

1.8% 14.5%

% within

Family_income_month

100.0% 100.0%

% of Total 1.8% 14.3%



% within

Evposure_choice_TV

.0% .0%

% within

Family_income_month

.0% .0%

% of Total .0% .0%

Total Count 1 8


% within

Evposure_choice_TV

1.8% 14.3%

% within

Family_income_month

100.0% 100.0%

% of Total 1.8% 14.3%

Crosstab

Family_income_month

25001-30000 more than

30000



% within

Evposure_choice_TV

23.6% 60.0%

% within

Family_income_month

100.0% 97.1%

% of Total 23.2% 58.9%



Page xlvii of 96


% within

Evposure_choice_TV

.0% 100.0%

% within

Family_income_month

.0% 2.9%

% of Total .0% 1.8%

Total Count 13 34


% within

Evposure_choice_TV

23.2% 60.7%

% within

Family_income_month

100.0% 100.0%

% of Total 23.2% 60.7%

Crosstab

Total

Evposure_choice_TV Ticked Count 55

Expected Count 55.0

% within

Evposure_choice_TV

100.0%

% within

Family_income_month

98.2%

% of Total 98.2%

Not Ticked Count 1

Expected Count 1.0

% within

Evposure_choice_TV

100.0%

% within

Family_income_month

1.8%

% of Total 1.8%

Total Count 56

Expected Count 56.0

% within

Evposure_choice_TV

100.0%

% within

Family_income_month

100.0%

% of Total 100.0%


Page xlviii of 96

Chi-Square Tests


sided)



Linear-by-Linear

Association

.512 1 .474

N of Valid Cases 56



RESULT

A Chi-square test for independence (with Likelihood Ratio) indicated no significance association between monthly family income and exposure to TV advertisements of

Vodafone, 𝜒2(3, N=56) = 0.883

5.3.1.7 Exposure_choice_hoarding * Age

Crosstab

Age

Less than 21 21-30

Exposure_choice_hoarding Ticked Count 1 29


% within


2.3% 65.9%

% within Age 100.0% 82.9%

% of Total 1.8% 51.8%



% within


.0% 50.0%


% of Total .0% 10.7%

Total Count 1 35


Page xlix of 96


% within


1.8% 62.5%

% within Age 100.0% 100.0%

% of Total 1.8% 62.5%

Crosstab

Age

31-40 More than 40 Total

Exposure_choice_hoarding Ticked Count 6 8 44


% within


13.6% 18.2% 100.0%

% within Age 60.0% 80.0% 78.6%

% of Total 10.7% 14.3% 78.6%



% within


33.3% 16.7% 100.0%

% within Age 40.0% 20.0% 21.4%

% of Total 7.1% 3.6% 21.4%



% within


17.9% 17.9% 100.0%

% within Age 100.0% 100.0% 100.0%

% of Total 17.9% 17.9% 100.0%

Chi-Square Tests


sided)



Linear-by-Linear

Association

.517 1 .472

N of Valid Cases 56




Page l of 96

RESULT


association between age and exposure to hoarding advertisements of Vodafone, 𝜒2

(3, N=56) = 0.438

5.3.1.8 Exposure_choice_hoarding * Education

Crosstab

Education

HSC Graduate



% within


4.5% 65.9%


% of Total 3.6% 51.8%



% within


33.3% 41.7%


% of Total 7.1% 8.9%

Total Count 6 34


% within


10.7% 60.7%


% of Total 10.7% 60.7%


Page li of 96

Crosstab

Education

Post Graduate Total



% within


29.5% 100.0%


% of Total 23.2% 78.6%



% within


25.0% 100.0%


% of Total 5.4% 21.4%

Total Count 16 56


% within


28.6% 100.0%


% of Total 28.6% 100.0%

Chi-Square Tests


sided)



Linear-by-Linear

Association

2.850 1 .091

N of Valid Cases 56


expected count is 1.29.


Page lii of 96

RESULT

A Chi-square test for independence (with Likelihood Ratio) indicated significance association between education and exposure to hoarding advertisements of

Vodafone, 𝜒2(2, N=56) = 0.016

5.3.1.9 Exposure_choice_hoarding * Gender

Crosstab

Gender

Female Male Total

Exposure_choice_hoarding Ticked Count 13 31 44


% within


29.5% 70.5% 100.0%

% within Gender 72.2% 81.6% 78.6%

% of Total 23.2% 55.4% 78.6%



% within


41.7% 58.3% 100.0%

% within Gender 27.8% 18.4% 21.4%

% of Total 8.9% 12.5% 21.4%



% within


32.1% 67.9% 100.0%

% within Gender 100.0% 100.0% 100.0%

% of Total 32.1% 67.9% 100.0%


Page liii of 96

Chi-Square Tests


sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)





Linear-by-Linear

Association

.624 1 .430

N of Valid Cases 56

a. 1 cells (25.0%) have expected count less than 5. The minimum expected count is 3.86.


RESULT

A Chi-square test for independence (with Likelihood Ratio) indicated no significance association between gender and exposure to hoarding advertisements of Vodafone,

𝜒2(1, N=56) = 0.425

5.3.1.10 Exposure_choice_hoarding * Occupation

Crosstab

Occupation

Businessman Service



% within


18.2% 36.4%

% within Occupation 80.0% 94.1%

% of Total 14.3% 28.6%



% within


16.7% 8.3%


% of Total 3.6% 1.8%

Total Count 10 17


Page liv of 96


% within


17.9% 30.4%


% of Total 17.9% 30.4%

Crosstab

Occupation

Govt. Job Housewife



% within


15.9% 4.5%


% of Total 12.5% 3.6%



% within


.0% 41.7%

% within Occupation .0% 71.4%

% of Total .0% 8.9%

Total Count 7 7


% within


12.5% 12.5%


% of Total 12.5% 12.5%

Crosstab

Occupation

Student Total



% within


25.0% 100.0%


% of Total 19.6% 78.6%



% within 33.3% 100.0%


Page lv of 96



% of Total 7.1% 21.4%

Total Count 15 56


% within


26.8% 100.0%


% of Total 26.8% 100.0%

Chi-Square Tests


sided)



Linear-by-Linear

Association

3.011 1 .083

N of Valid Cases 56



RESULT

A Chi-square test for independence (with Likelihood Ratio) indicated significance association between occupation and exposure to hoarding advertisements of

Vodafone, 𝜒2

(1, N=56) = 0.005


Page lvi of 96

5.3.1.11 Exposure_choice_hoarding * Family_income_month

Crosstab

Family_income_month

Less than

15000

15000-25000



% within


2.3% 9.1%

% within

Family_income_month

100.0% 50.0%

% of Total 1.8% 7.1%



% within


.0% 33.3%

% within

Family_income_month

.0% 50.0%

% of Total .0% 7.1%

Total Count 1 8


% within


1.8% 14.3%

% within

Family_income_month

100.0% 100.0%

% of Total 1.8% 14.3%

Crosstab

Family_income_month

25001-30000 more than

30000



% within


29.5% 59.1%

% within

Family_income_month

100.0% 76.5%

% of Total 23.2% 46.4%




Page lvii of 96

% within


.0% 66.7%

% within

Family_income_month

.0% 23.5%

% of Total .0% 14.3%

Total Count 13 34


% within


23.2% 60.7%

% within

Family_income_month

100.0% 100.0%

% of Total 23.2% 60.7%

Crosstab

Total

Exposure_choice_hoarding Ticked Count 44

Expected Count 44.0

% within


100.0%

% within

Family_income_month

78.6%

% of Total 78.6%

Not Ticked Count 12

Expected Count 12.0

% within


100.0%

% within

Family_income_month

21.4%

% of Total 21.4%

Total Count 56

Expected Count 56.0

% within


100.0%

% within

Family_income_month

100.0%

% of Total 100.0%


Page lviii of 96

Chi-Square Tests


sided)



Linear-by-Linear

Association

.213 1 .644

N of Valid Cases 56



RESULT


association between monthly family income and exposure to hoarding

advertisements of Vodafone, 𝜒2(3, N=56) = 0.051

5.3.1.12 Exposure_choice_newspaper * Age

Crosstab

Age

Less than 21 21-30


er

Ticked Count 1 28


% within


er

2.2% 60.9%

% within Age 100.0% 80.0%

% of Total 1.8% 50.0%



% within


er

.0% 70.0%


% of Total .0% 12.5%

Total Count 1 35



Page lix of 96

% within


er

1.8% 62.5%

% within Age 100.0% 100.0%

% of Total 1.8% 62.5%

Crosstab

Age

31-40 More than 40 Total

Exposure_choice_newspa

per

Ticked Count 9 8 46


% within


per

19.6% 17.4% 100.0%

% within Age 90.0% 80.0% 82.1%

% of Total 16.1% 14.3% 82.1%



% within


per

10.0% 20.0% 100.0%

% within Age 10.0% 20.0% 17.9%

% of Total 1.8% 3.6% 17.9%



% within


per

17.9% 17.9% 100.0%

% within Age 100.0% 100.0% 100.0%

% of Total 17.9% 17.9% 100.0%


Page lx of 96

Chi-Square Tests


sided)



Linear-by-Linear

Association

.006 1 .939

N of Valid Cases 56



RESULT

A Chi-square test for independence (with Likelihood Ratio) indicated no significance association between age and exposure to newspaper advertisements of Vodafone,

𝜒2(3, N=56) = 0.854


Page lxi of 96

5.3.1.13 Exposure_choice_newspaper * Education

Crosstab

Education

HSC Graduate


er

Ticked Count 3 30


% within


er

6.5% 65.2%


% of Total 5.4% 53.6%



% within


er

30.0% 40.0%


% of Total 5.4% 7.1%

Total Count 6 34


% within


er

10.7% 60.7%


% of Total 10.7% 60.7%

Crosstab

Education

Post Graduate Total


er

Ticked Count 13 46


% within


er

28.3% 100.0%


% of Total 23.2% 82.1%




Page lxii of 96

% within


er

30.0% 100.0%


% of Total 5.4% 17.9%

Total Count 16 56


% within


er

28.6% 100.0%


% of Total 28.6% 100.0%

Chi-Square Tests


sided)



Linear-by-Linear

Association

1.056 1 .304

N of Valid Cases 56



RESULT


association between education and exposure to newspaper advertisements of

Vodafone, 𝜒2(2, N=56) = 0.078


Page lxiii of 96

5.3.1.14 Exposure_choice_newspaper * Gender

Crosstab

Gender

Female Male Total


er

Ticked Count 17 29 46


% within


er

37.0% 63.0% 100.0%

% within Gender 94.4% 76.3% 82.1%

% of Total 30.4% 51.8% 82.1%



% within


er

10.0% 90.0% 100.0%

% within Gender 5.6% 23.7% 17.9%

% of Total 1.8% 16.1% 17.9%



% within


er

32.1% 67.9% 100.0%

% within Gender 100.0% 100.0% 100.0%

% of Total 32.1% 67.9% 100.0%

Chi-Square Tests


sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)


Continuity Correctionb 1.640 1 .200



Linear-by-Linear

Association

2.688 1 .101

N of Valid Cases 56

a. 1 cells (25.0%) have expected count less than 5. The minimum expected count is 3.21.



Page lxiv of 96

RESULT


association between agender and exposure to newspaper advertisements of

Vodafone, 𝜒2(3, N=56) = 0.098

5.3.1.15 Exposure_choice_newspaper * Occupation

Crosstab

Occupation

Businessman Service


er

Ticked Count 7 16


% within


er

15.2% 34.8%


% of Total 12.5% 28.6%



% within


er

30.0% 10.0%


% of Total 5.4% 1.8%

Total Count 10 17


% within


er

17.9% 30.4%


% of Total 17.9% 30.4%


Page lxv of 96

Crosstab

Occupation

Govt. Job Housewife


er

Ticked Count 7 6


% within


er

15.2% 13.0%


% of Total 12.5% 10.7%



% within


er

.0% 10.0%

% within Occupation .0% 14.3%

% of Total .0% 1.8%

Total Count 7 7


% within


er

12.5% 12.5%


% of Total 12.5% 12.5%

Crosstab

Occupation

Student Total


er

Ticked Count 10 46


% within


er

21.7% 100.0%


% of Total 17.9% 82.1%



% within


er

50.0% 100.0%



Page lxvi of 96

% of Total 8.9% 17.9%

Total Count 15 56


% within


er

26.8% 100.0%


% of Total 26.8% 100.0%

Chi-Square Tests


sided)



Linear-by-Linear

Association

.864 1 .353

N of Valid Cases 56



RESULT


association between occupation and exposure to newspaper advertisements of

Vodafone, 𝜒2(4, N=56) = 0.153

5.3.1.16 Exposure_choice_newspaper * Family_income_month

Crosstab

Family_income_month

Less than

15000

15000-25000


er

Ticked Count 1 5


% within 2.2% 10.9%


Page lxvii of 96


er

% within

Family_income_month

100.0% 62.5%

% of Total 1.8% 8.9%



% within


er

.0% 30.0%

% within

Family_income_month

.0% 37.5%

% of Total .0% 5.4%

Total Count 1 8


% within


er

1.8% 14.3%

% within

Family_income_month

100.0% 100.0%

% of Total 1.8% 14.3%

Crosstab

Family_income_month

25001-30000 more than

30000


er

Ticked Count 12 28


% within


er

26.1% 60.9%

% within

Family_income_month

92.3% 82.4%

% of Total 21.4% 50.0%



% within


er

10.0% 60.0%

% within

Family_income_month

7.7% 17.6%


Page lxviii of 96

% of Total 1.8% 10.7%

Total Count 13 34


% within


er

23.2% 60.7%

% within

Family_income_month

100.0% 100.0%

% of Total 23.2% 60.7%

Crosstab

Total


er

Ticked Count 46

Expected Count 46.0

% within


er

100.0%

% within

Family_income_month

82.1%

% of Total 82.1%

Not Ticked Count 10

Expected Count 10.0

% within


er

100.0%

% within

Family_income_month

17.9%

% of Total 17.9%

Total Count 56

Expected Count 56.0

% within


er

100.0%

% within

Family_income_month

100.0%

% of Total 100.0%


Page lxix of 96

Chi-Square Tests


sided)



Linear-by-Linear

Association

.310 1 .578

N of Valid Cases 56



RESULT


association between monthly family income and exposure to newspaper

advertisements of Vodafone, 𝜒2(3, N=56) = 0.356

5.3.1.17 Exposure_choice_online * Age

Crosstab

Age

Less than 21 21-30 31-40

Exposure_choice_online Ticked Count 1 22 2

Expected Count .5 17.5 5.0

% within

Exposure_choice_online

3.6% 78.6% 7.1%

% within Age 100.0% 62.9% 20.0%

% of Total 1.8% 39.3% 3.6%


Expected Count .5 17.5 5.0

% within


.0% 46.4% 28.6%

% within Age .0% 37.1% 80.0%

% of Total .0% 23.2% 14.3%

Total Count 1 35 10



Page lxx of 96

% within


1.8% 62.5% 17.9%

% within Age 100.0% 100.0% 100.0%

% of Total 1.8% 62.5% 17.9%

Crosstab

Age

More than 40 Total

Exposure_choice_online Ticked Count 3 28


% within


10.7% 100.0%

% within Age 30.0% 50.0%

% of Total 5.4% 50.0%



% within


25.0% 100.0%

% within Age 70.0% 50.0%

% of Total 12.5% 50.0%

Total Count 10 56


% within


17.9% 100.0%

% within Age 100.0% 100.0%

% of Total 17.9% 100.0%

Chi-Square Tests


sided)



Linear-by-Linear

Association

6.141 1 .013

N of Valid Cases 56




Page lxxi of 96

RESULT

A Chi-square test for independence (with Likelihood Ratio) indicated significance

association between age and exposure to online advertisements of Vodafone, 𝜒2(3,

N=56) = 0.026

5.3.1.18 Exposure_choice_online * Education

Crosstab

Education

HSC Graduate



% within


3.6% 60.7%


% of Total 1.8% 30.4%



% within


17.9% 60.7%


% of Total 8.9% 30.4%

Total Count 6 34


% within


10.7% 60.7%


% of Total 10.7% 60.7%

Crosstab

Education

Post Graduate Total



% within


35.7% 100.0%


% of Total 17.9% 50.0%



Page lxxii of 96


% within


21.4% 100.0%


% of Total 10.7% 50.0%

Total Count 16 56


% within


28.6% 100.0%


% of Total 28.6% 100.0%

Chi-Square Tests


sided)



Linear-by-Linear

Association

3.110 1 .078

N of Valid Cases 56



RESULT


association between education and exposure to online advertisements of Vodafone,

𝜒2(2, N=56) = 0.160


Page lxxiii of 96

5.3.1.19 Exposure_choice_online * Gender

Crosstab

Gender

Female Male Total

Exposure_choice_online Ticked Count 10 18 28


% within


35.7% 64.3% 100.0%

% within Gender 55.6% 47.4% 50.0%

% of Total 17.9% 32.1% 50.0%



% within


28.6% 71.4% 100.0%

% within Gender 44.4% 52.6% 50.0%

% of Total 14.3% 35.7% 50.0%



% within


32.1% 67.9% 100.0%

% within Gender 100.0% 100.0% 100.0%

% of Total 32.1% 67.9% 100.0%

Chi-Square Tests


sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)





Linear-by-Linear

Association

.322 1 .571

N of Valid Cases 56

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 9.00.



Page lxxiv of 96

RESULT


association between gender and exposure to online advertisements of Vodafone,

𝜒2(1, N=56) = 0.567

5.3.1.20 Exposure_choice_online * Occupation

Crosstab

Occupation

Businessman Service



% within


14.3% 39.3%


% of Total 7.1% 19.6%



% within


21.4% 21.4%


% of Total 10.7% 10.7%

Total Count 10 17


% within


17.9% 30.4%


% of Total 17.9% 30.4%

Crosstab

Occupation

Govt. Job Housewife



% within


7.1% 3.6%



Page lxxv of 96

% of Total 3.6% 1.8%



% within


17.9% 21.4%


% of Total 8.9% 10.7%

Total Count 7 7


% within


12.5% 12.5%


% of Total 12.5% 12.5%

Crosstab

Occupation

Student Total



% within


35.7% 100.0%


% of Total 17.9% 50.0%



% within


17.9% 100.0%


% of Total 8.9% 50.0%

Total Count 15 56


% within


26.8% 100.0%


% of Total 26.8% 100.0%


Page lxxvi of 96

Chi-Square Tests


sided)



Linear-by-Linear

Association

.127 1 .722

N of Valid Cases 56



RESULT


association between occupation and exposure to online advertisements of

Vodafone, 𝜒2(4, N=56) = 0.078

5.3.1.21 Exposure_choice_online * Family_income_month

Crosstab

Family_income_month

Less than

15000

15000-25000



% within


3.6% 14.3%

% within

Family_income_month

100.0% 50.0%

% of Total 1.8% 7.1%



% within


.0% 14.3%

% within

Family_income_month

.0% 50.0%


Page lxxvii of 96

% of Total .0% 7.1%

Total Count 1 8


% within


1.8% 14.3%

% within

Family_income_month

100.0% 100.0%

% of Total 1.8% 14.3%

Crosstab

Family_income_month

25001-30000 more than

30000



% within


32.1% 50.0%

% within

Family_income_month

69.2% 41.2%

% of Total 16.1% 25.0%



% within


14.3% 71.4%

% within

Family_income_month

30.8% 58.8%

% of Total 7.1% 35.7%

Total Count 13 34


% within


23.2% 60.7%

% within

Family_income_month

100.0% 100.0%

% of Total 23.2% 60.7%


Page lxxviii of 96

Crosstab

Total

Exposure_choice_online Ticked Count 28

Expected Count 28.0

% within


100.0%

% within

Family_income_month

50.0%

% of Total 50.0%

Not Ticked Count 28

Expected Count 28.0

% within


100.0%

% within

Family_income_month

50.0%

% of Total 50.0%

Total Count 56

Expected Count 56.0

% within


100.0%

% within

Family_income_month

100.0%

% of Total 100.0%

Chi-Square Tests


sided)



Linear-by-Linear

Association

1.760 1 .185

N of Valid Cases 56




Page lxxix of 96

RESULT


association between monthly family income and exposure to online advertisements

of Vodafone, 𝜒2(3, N=56) = 0.263


Page lxxx of 96

5.3.2 LOGISTIC REGRESSION

Notes


Comments


3\Marketing Research\marketing research

poject vodafon\vodafone_survey.sav


Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data File 56

Missing Value Handling Definition of Missing User-defined missing values are treated as

missing

Syntax LOGISTIC REGRESSION VARIABLES

Adv_imp

/METHOD=FSTEP(COND) Age Education

Gender Occupation Family_income_month

/CONTRAST (Occupation)=Indicator

/CONTRAST (Gender)=Indicator

/CONTRAST (Education)=Indicator

/CRITERIA=PIN(0.05) POUT(0.10)

ITERATE(20) CUT(0.5).




Unweighted Casesa N Percent

Selected Cases Included in Analysis 56 100.0

Missing Cases 0 .0

Total 56 100.0

Unselected Cases 0 .0

Total 56 100.0

a. If weight is in effect, see classification table for the total number of cases.


Page lxxxi of 96

Dependent Variable

Encoding

Origina

l Value

Internal Value

no 0

yes 1


Page lxxxii of 96

Categorical Variables Codings

Frequency Parameter coding

(1) (2) (3) (4)

Occupation Businessman 10 1.000 .000 .000 .000

Service 17 .000 1.000 .000 .000

Govt. Job 7 .000 .000 1.000 .000

Housewife 7 .000 .000 .000 1.000

Student 15 .000 .000 .000 .000

Education HSC 6 1.000 .000

Graduate 34 .000 1.000

Post Graduate 16 .000 .000

Gender Female 18 1.000

Male 38 .000

Block 0: Beginning Block

Classification Tablea,b

Observed Predicted

Adv_imp Percentage

Correct no yes

Step 0 Adv_imp No 0 17 .0

Yes 0 39 100.0

Overall Percentage 69.6

a. Constant is included in the model.

b. The cut value is .500

Variables in the Equation

B S.E. Wald df Sig. Exp(B)

Step 0 Constant .830 .291 8.163 1 .004 2.294

Variables not in the Equation

Score df Sig.

Step 0 Variables Age 6.808 1 .009

Education 1.344 2 .511

Education(1) 1.226 1 .268

Education(2) .618 1 .432

Gender(1) .111 1 .739


Page lxxxiii of 96

Occupation 15.314 4 .004

Occupation(1) .535 1 .464

Occupation(2) .538 1 .463

Occupation(3) 2.715 1 .099

Occupation(4) 6.383 1 .012

Family_income_month 2.943 1 .086

Overall Statistics 19.913 9 .018

Block 1: Method = Forward Stepwise (Conditional)

Omnibus Tests of Model Coefficients

Chi-square df Sig.

Step 1 Step 18.805 4 .001

Block 18.805 4 .001

Model 18.805 4 .001

Model Summary

Step -2 Log likelihood Cox & Snell R

Square

Nagelkerke R

Square

1 49.947a .285 .403

a. Estimation terminated at iteration number 20 because maximum

iterations has been reached. Final solution cannot be found.

Classification Tablea

Observed Predicted

Adv_imp Percentage

Correct no yes

Step 1 Adv_imp No 9 8 52.9

Yes 5 34 87.2

Overall Percentage 76.8

a. The cut value is .500


Page lxxxiv of 96

Variables in the Equation

B S.E. Wald df Sig. Exp(B)

Step 1a Occupation 5.089 4 .278

Occupation(1) -20.797 10377.778 .000 1 .998 .000

Occupation(2) -20.024 10377.778 .000 1 .998 .000

Occupation(3) -21.491 10377.778 .000 1 .998 .000

Occupation(4) -22.119 10377.778 .000 1 .998 .000

Constant 21.203 10377.778 .000 1 .998 1.615E9

a. Variable(s) entered on step 1: Occupation.

Model if Term Removeda

Variable Model Log

Likelihood

Change in -2 Log

Likelihood

df Sig. of the

Change

Step 1 Occupation -35.992 22.037 4 .000

a. Based on conditional parameter estimates

Variables not in the Equation

Score df Sig.

Step 1 Variables Age .001 1 .972

Education 4.892 2 .087

Education(1) .138 1 .711

Education(2) 2.445 1 .118

Gender(1) 3.389 1 .066

Family_income_month .530 1 .467

Overall Statistics 7.213 5 .205


Page lxxxv of 96

INFERENCE:

Direct logistic regression was performed to assess the impact of a number of factors on the

likelihood that respondents would report that the advertisements play an important role while

purchasing a mobile connection. The model contained five independent variables ( gender, age,

education, occupation and family income). The full model containing all predictors 𝜒2 (4, N = 56,

18.805), p < .001, indicating that the model was able to distinguish between respondents whose

purchase behavior was influenced by advertisements. The model as a whole explained between

0.285 (Cox and Snell R Square) and 0.403 (Nagelkerke R Squared) of the variance in influence

status and correctly classified 76.8% of cases. As shown in Table 1, only one of the independent

variables (occupation) made a unique statistically significant contribution to the model.


Page lxxxvi of 96

6. CONCLUSION

On the bases of data analysis following conclusion is found out that,

Education level of consumers and type of media used by Vodafone has direct relation. Post graduate

and graduate consumers are more exposed to all kind of media and specially Internet and Hoardings

because of the regular use of internet. Here Vodafone is successful to create awareness in highly

educated consumers. On other hand consumers which are undergraduates have got awareness through

the television and newspaper ads. So by using different kind of media for advertisement Vodafone is

able to create awareness among the all kind of consumer

On bases of the results our 1st null hypothesis, Cross-media campaign is more effective than single

media campaign, has selected and alternative hypothesis, media campaign is not as effective as single

media campaign, is rejected.

We have also found that different ad media was also able to create awareness among different

demographic variables. Business people have got awareness by newspaper and television ads where

highly educated, students and service people have got aware through internet ads.

On bases of this results our 2nd

null hypothesis, Demographic Variables & tools of media are not

interdependent variables, has selected and alternative hypothesis, Demographic Variables & tools of

media are interdependent variables is rejected.


Page lxxxvii of 96

7. ANNEXTURE

ANNEXURE 1 – RESEARCH PROPOSAL

Research Proposal for Understanding the Effectiveness of Television, Hoarding, Newspaper & Online Advertisements in Cross-

Media Campaign on Consumer Awareness of Vodafone

Prepared By

Keyur Savalia

Nikita Sanghvi

Under the guidance of

Dr. Siddharth Bisht (Professor, Stevens Business School)


Page lxxxviii of 96

Title

Research Proposal for Understanding the Effectiveness of Television,

Hoarding, Newspaper & Online Advertisements in Cross-Media Campaign on

Consumer Awareness of Vodafone

Background

Advertisers are beginning to think holistically in planning and measuring advertising campaigns,

since the media that are included in the mix can also impact the success or failure of the

campaign. Media differ on a number of important characteristics - intrusiveness, sensory modality,

motion, and interactivity - that may affect not only the overall effectiveness of each medium but

how they complement each other across the stages of the consumer decision process

Research Objectives

4) To derive the relationship between demographic variables & choice of tools of media.

5) To compare the effectiveness of cross-media campaign with reference to consumer

perception

6) To evaluate the performance of one media tool over the other media tools.

Approach to Problem

Hypothesis:

H0: Cross-media campaign is not as effective as single media campaign.

H1: Cross-media campaign is more effective than single media campaign

H0: Demographic Variables & tools of media are not interdependent variables

H1: Demographic Variables & tools of media are interdependent variables


Page lxxxix of 96

Research Design

The proposed research will have three stages.

The first stage will be to inspect existing sources to uncover the cross-media campaign coverage

figure & other useful information.

The second stage will involve qualitative research to provide in-depth information on various forms

of media types, the preference of media vehicles & their impact on public. This information will help

in formulating questionnaire in the third stage.

Because of the conclusive nature of the objectives, we will primarily use quantitative questioning in

the surveys. All qualitative questions will be left to a minimum for ease of analysis and reporting.

Fieldwork/ Data Collection

Method of Administering Questionnaire: Personal interviews & Electronic

interviews

Scaling Technique: Nominal and Ordinal Scaling

Sampling Design

Target population : Above 18

Sampling techniques : Quota Sampling

Total sample size : 50

Data Analysis

Once surveys are complete, data will be analyzed by SPSS.


Page xc of 96

Time scale

Sr.

No.

Activity Week

1 Finalize Objectives

2 Derive Research Objectives

3 Develop Questionnaire

4 Pilot Test And Revise Questionnaire

5 Surveying

6 Coding And Data Preparation

7 Analysis Of Data

8 Submit To Guide And Await For

Feedback

9 Report And Presentation

Preparation

10 Presentation And Final Report

Reporting

Following the analysis stage, a report and a PowerPoint presentation will be created. A formal

presentation of all findings and conclusions will be given on DATE. A final copy of the report

summarizing the findings of all phases of the research will then be submitted in the form of hard

bind report as well as electronically through the mail.

Resources

Transportation expenses for market survey for fill up of questionnaire.

Stationary expenses for printing of questionnaires and report and binding of final copy of

report.


Page xci of 96

References

Marketing Research: An Applied Orientation (5th Edition) by Naresh K. Malhotra and

Satyabhusan Dash (2009), Dorling Kindersley (India) Pvt Ltd, New Delhi

Research Methods for Business Students (3rd Edition) by Mark Saunders, Philip Lewis and

Adrian Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi

Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005), Dorling

Kindersley (India) Pvt Ltd, New Delhi.

Proposal Approved By

Academic Guide: __________________________________________


Page xcii of 96

ANNEXURE 2 - QUESTIONNAIRE

Dear Respondent,

We, the students of Stevens Business School are doing a research for a study for which we

intend to pose a questionnaire to find out impact of the cross-media campaign of Vodaphone.

Your cooperation is deeply solicited to provide the relevant information. We assure that

information will be kept confidential.

Please tick at the place that matches your opinion.

Q1)Which type of mobile service do you have?

Pre-paid: ( )

Post paid: CUG ( ) Non CUG ( )

Q2) Since how long you are using Vodafone services?

a. Less than 1 month ( )

b. 2-6 months ( )

c. 6-12 months ( )

d. More than 1 year ( )

Q3) While purchasing a connection advertising play an important role:

a. Yes ( )

b. No ( )


Page xciii of 96

Q4) a. Which media made you aware regarding Vodafone?

b. Rate the media on the scale of 1-4, which influenced you the most.

MEDIA a. EXPOSURE

(Please tick-Multiple

Choice)

b. RATING

(Rate: 1= most influence &

4= less influence

TV Advertisement

Hoarding

Newspapers

Online

Advertisement

Q5) The advertisements of the Vodafone have caught your attention?

a. Highly agree ( )

b. Agree ( )

c. Neutral ( )

d. Disagree ( )

e. Highly Disagree ( )

Q6) According to you, which medium has generated the maximum awareness about Vodafone:

i) T.V. ads have generated very high level of awareness regarding Vodafone.

a. Highly agree ( )

b. Agree ( )

c. Neutral ( )

d. Disagree ( )



Page xciv of 96

ii) Hoardings have generated very high level of awareness regarding Vodafone.

a. Highly agree ( )

b. Agree ( )

c. Neutral ( )

d. Disagree ( )


iii) Newspaper ads have generated very high level of awareness regarding Vodafone.

a. Highly agree ( )

b. Agree ( )

c. Neutral ( )

d. Disagree ( )


iv) Online ads have generated very high level of awareness regarding Vodafone.

a. Highly agree ( )

b. Agree ( )

c. Neutral ( )

d. Disagree ( )


Q7) How would you describe Vodafone ads in general? (Tick any one)

a. Emotional ( )

b. Boring ( )

c. Funny ( )

d. Informative ( )

e. Creative ( )


Page xcv of 96

Name: ________________________________

Age (in Years):

Less than 21 ( )

21 – 30 ( )

31 – 40 ( )

More than 40 ( )

Education:

HSC ( )

Graduate ( )

Post-Graduate ( )

Sex: Male ( ) Female ( )

Occupation:

Businessman ( )

Service ( )

Govt. Job ( )

Housewife ( )

Student ( )

Any Other ( please specify): ___________________________

Family Income per month (in Rs.):

Less than 15000 ( )

15000- 25000 ( )

25001-30000 ( )

More than 30000 ( )

Thanks for your Co-operation.


Page xcvi of 96

cross-media campaign of vodafone

Documents