innovative medium for outdoor advertising on highways
DESCRIPTION
The research is conducted on behalf of Vritti i-Media to understand the effectiveness of its audio visual advertising medium at highway food malls of Maharashtra. The study also highlights insights of consumers visiting these food mallsTRANSCRIPT
Page 1 of 30
Report On:
Audience Measurement and Efficacy Survey at Food Malls on Pune-Mumbai Express way and Pune-Nasik Highway
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
October 2011
Page 2 of 30
TABLE OF CONTENTS
INTRODUCTION …………………………………………………………………………………….…..3 1. SUMMARY …………………………………………………………………………………………..….4 2. SCOPE OF WORK …………………………………………………………………………….………5 3. METHODOLOGY …………………………………………………………………………………..…6 4. SURVEY FINDINGS 4.1 Classification of Respondents - Age Wise 4.2 Classification of Respondents – Gender Wise 4.3 Classification of Respondents – Education Wise 4.4 Classification of Respondents – Occupation Wise 4.5 Levels of Service 4.6 Mode of Transport 4.6.1 Classification of Cars 4.7 Purpose of Travelling 4.8 Frequency of travelling by Expressway 4.9 Average Time Spent at the Food Mall 4.10 Average Spending at the Food Mall 4.11 View on Expected New Services / Entertainment and Recreation Facilities 4.12 Audio / Video advertisement recall 4.13 Favorite Ad Recall 4.14 Ratings on various parameters 4.15 Passengers sitting inside the bus 5. ANNEXURES – QUESTIONNAIRE……………………………………………………………26-28 6. ANNEXURES – SAMPLE QUESTIONNAIRE………………………………………………29-30
Page 3 of 30
INTRODUCTION __________________________________________________ Genesis Management & Market Research Pvt. Ltd. (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 Solutions Ltd., Pune (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 the Computerized Announcement System (i.e. Audio Visual Advertisement System) running on various food malls on Pune-Mumbai Expressway and Pune – Nasik Highway, Vritti felt the need to conduct a market research covering issues like quality of announcements, audibility of the advertisements, average time spent, new services required etc. at those food malls. With this background, Vritti approached Genesis to conduct this research on their behalf. The survey was successfully carried out in the 4 select food malls on Pune-Mumbai Expressway and 1 on Pune – Nasik Highway using quantitative method of survey by face to face interview and observations by our Director during the period of the survey. Genesis thus has a pleasure in submitting this report to Vritti. The report is presented on the basis of survey findings, opinions and views gathered from the passengers/commuters on the food malls.
Page 4 of 30
1. SUMMARY __________________________________________________ • The survey was carried out in select food malls on Pune-Mumbai-Nasik Expressway in
select 5 food malls namely Bikaner, Food Hub, Food Mall, Neeta Volvo and Daulat Refreshments.
• The survey covered total 527 passengers (100 each minimum) including passengers traveling by S.T, Asiad, Volvo bus and private cars. Passengers traveling by private / rented car were reported high (53%) at these food malls except Neeta Volvo outlet.
• In most of the outlets State Bank of India Car Loan and Home loan and Kirti Oil advertisements were recalled and appreciated by the audience. Both these advertisements having clarity in message and very simple to understand and the text was catchy in their minds. The sound quality was also good. Next to that was of Manish Potdar, astrologer, Vritti i-media and Venkatesh Builders. The sound quality and overall audibility of Vritti I Media bus announcement was very clear.
• After listening, majority of the passengers mentioned that an awareness is created and also further expressed a desire to avail these products/services as and when needed.
• Audio – Visual advertisement recall was highest (76%) at Bikaner followed by Food mall
(70%), Food Hub (59%), Daulat (52%) and Neeta Volv0 (50%). • Most of the outlets except Neeta Volvo, should introduce facilities like ATM, internet
café, video games, children play park. AC restaurant may also be opened at Bikaner which is patronized by more upward middle class car owners. The response for other services like health SPA, saloon, beauty parlor was lukewarm.
• The cleanliness in general was satisfactory but toilets need to be more hygienic and clean
and they need to be maintained more often. Amongst all Bikaner toilets were reported to be well maintained in hygienic conditions compared to others. Overall there is a need for improvement in this area at most of the outlets as reported by the passengers.
• Daulat outlet need to take some steps to attract and invite more car and bus traffic by
adopting aggressive marketing strategy, advertisement, schemes and outdoor media. They may also introduce children play park, video games, internet café as they outlet has enough space for such activities and will also help in attracting more traffic.
• The audibility, visibility and recall of any advertisement or Jingle depend on its quality, contents, clarity and affiliation with the brand. Some advertisements like State Bank have got larger recall on account of its clarity in message, audibility etc. While others could not be recalled to the extent, although the frequency of such advertisements were almost similar to State Bank of India advertisement.
Page 5 of 30
2. SCOPE OF WORK ___________________________________________________________
Number of Interviews: Sr. No
Name of the outlet Location of the outlet Number of interviews per outlet
1. Bikaner Mumbai - Pune Express way 107
2. Food Hub Mumbai - Pune Express way 102
3. Food Mall Mumbai - Pune Express way 104
4. Neeta Volvo Pune – Mumbai Express way 111
5. Daulat Pune – Nasik Express way 103
Total Interviews 527
Page 6 of 30
3. METHODOLOGY __________________________________________________
Phase II
DATA ANALYSIS
Conduct the pilot survey to know the probable changes
required in questionnaire
and/or methodology
Phase I FIELD WORK
Create the manual
for research
Preparation of work plan and training to the project team
Presentation of Report
Carry out face to face interviews to get unbiased feedback from customers
Coding and Data entry of the collected customer feedback
Back checking and Scrutiny of feedback
forms Analysis of the data
Report writing
Sample Questionnaire Attached
4. SURVEY FINDINGS __________________________________________________ 4.1 Classification of Respondents
Sr. No. Age Groups (yrs)1 20 to 30 2 31 to 40 3 41 to 50 4 51 to 60 5 61 to 80
Base: All outlets - 527 Respondents An attempt was made to cover all cross sections of age groups of respondents in appropriate proportions. We have covered such respondents depending on the flow of passengers in various age groups mentioned above. Age group 20 to 30 constitutereasons like work, studies, business, profession and other occupations requiring travel out of the city by express way.
0
20 to 30
31 to 4041 to 50
51 to 60
61 and above 6%
Age G
ropu
s
Classification of Respondents
__________________________________________________Classification of Respondents - Age Wise
Age Groups (yrs) Responses in % 40 29 15 10 6
527 Respondents
An attempt was made to cover all cross sections of age groups of respondents in appropriate proportions. We have covered such respondents depending on the flow of passengers in various
groups mentioned above. Age group 20 to 30 constituted major percentage of passengers for business, profession and other occupations requiring travel out of the
10 20 30 40
40%29%
15%
10%
6%
% Respondents
Classification of Respondents - Age Wise
Page 7 of 30
__________________________________________________
An attempt was made to cover all cross sections of age groups of respondents in appropriate proportions. We have covered such respondents depending on the flow of passengers in various
major percentage of passengers for business, profession and other occupations requiring travel out of the
4.2 Classification of Respondents
Sr. No. Gender 1 Male 2 Female
Base: All outlets - 527 Respondents The percentage of Male passengers is usually higher than Female passengers, which gets reflected in the sample of respondents covered during the survey. Daulat Refreshments on Pune – Nasik express way reported very less percentage of female as compared to Pune – Mumbai express way. 4.3 Classification of Respondents
Sr. No. Education1 Upto Matriculation2 H.S.C 3 Graduation4 Post Graduate5 Other
0 20
Male
Female
Gend
er
Classification of Respondents
Classification of Respondents – Gender Wise
Responses in % 70 30
527 Respondents
The percentage of Male passengers is usually higher than Female passengers, which gets reflected in the sample of respondents covered during the survey. Daulat Refreshments on Pune
Nasik express way reported very less percentage of female as compared to
Classification of Respondents – Education Wise
Education Responses in %
Upto Matriculation 22 4
Graduation 61 Post Graduate 10
3
40 60 80
70%
30%
% Respondents
Classification of Respondents - Gender Wise
Page 8 of 30
The percentage of Male passengers is usually higher than Female passengers, which gets reflected in the sample of respondents covered during the survey. Daulat Refreshments on Pune
Nasik express way reported very less percentage of female as compared to other outlets on
Base: All outlets - 527 Respondents It was observed that highest percentage of respondents were graduate. Young population was well educated and some of them were pursuing still higher education. This shows education level is high especially in metro and 4.4 Classification of Respondents
Sr. No. Occupation1 Service 2 Business 3 Profession 4 Student 5 Housewife 6 Engineer
0 10
Upto MatriculationH.S.C
GraduationPost Graduate
Other
4%
10%3%
Classification of Respondents
527 Respondents
It was observed that highest percentage of respondents were graduate. Young population was well educated and some of them were pursuing still higher education. This shows education level is high especially in metro and mini metro cities like Mumbai and Pune.
Classification of Respondents – Occupation Wise
Occupation Responses in % 47 14
7 9
14 9
20 30 40 50 60 70
22%
61%10%
% Respondents
Classification of Respondents - Education Wise
Page 9 of 30
It was observed that highest percentage of respondents were graduate. Young population was well educated and some of them were pursuing still higher education. This shows education
Base: All outlets - 527 Respondents An attempt was made to cover respondents housewives and retired population in appropriate proportionson audio visual advertisement sExpressway. Majority percentage was reported by businessmen traveling for official / personal purpose and holidaying with their families. It was also observed that many students travel express highway. 4.5 Levels of Service:
Sr. No. Levels
1 Top Management2 Middle level Management3 Lower Management
0 10
Service
Business
Profession
Student
Housewife
Engineer
14%
7%
9%
14%
9%
Classification of Respondents
527 Respondents
An attempt was made to cover respondents working in various occupations including students, and retired population in appropriate proportions to obtain their views and opinion
on audio visual advertisement system running on various food malls on PuneExpressway. Majority percentage was reported by private sector employees followed by businessmen traveling for official / personal purpose and holidaying housewives
s. It was also observed that many students travel back home
Responses in %
Top Management 19 Middle level Management 50 Lower Management 32
20 30 40 50
47%
14%
14%
% Respondents
Classification of Respondents - Occupation Wise
Page 10 of 30
various occupations including students, to obtain their views and opinion
ystem running on various food malls on Pune-Mumbai-Nasik private sector employees followed by
housewives traveling along back home on weekends by
Base: Those who mentioned
Majority of the passengers who have mentioned their occupation as service reported they belong to middle level management (50%), Out of the rest 32% were 19% of Top management. 4.6 Mode of Transport
Sr. No. Mode of Transport1 S.T / Asiad bus2 Volvo bus 3 Car
32%
Levels of Service
Top ManagementLower Management
53% Car
Mode of Transport
S.T / Asiad bus
Base: Those who mentioned occupation as Service – 225 Respondents
Majority of the passengers who have mentioned their occupation as service reported they belong level management (50%), Out of the rest 32% were part of Lower management and
Mode of Transport Responses in %
S.T / Asiad bus 25 22
53
19%
50%
Levels of Service
Top Management Middle level ManagementLower Management
25% S.T / Asiad bus
22% Volvo bus
Mode of Transport
S.T / Asiad bus Volvo bus Car
Page 11 of 30
Majority of the passengers who have mentioned their occupation as service reported they belong part of Lower management and
Page 12 of 30
Base: All outlets - 527 Respondents It was observed that the majority of the respondents halt at select food malls on Mumbai – Pune expressway or Mumbai – Nasik highway travel by their private cars including hired cars / cabs. 25% of the respondents were traveling from S. T / Asiad buses, followed by 22% respondents traveling by Volvo buses. Neeta Volvo food mall is exclusively for Neeta Volvo buses and reported the major share in Volvo bus passengers. Outlet wise distribution is as follows: Responses in % Mode of Transport
Bikaner Food Hub Food Mall Neeta Volvo
Daulat S.T / Asiad bus
14 36 60 0 13 Volvo bus 2 1 0 90 5 Car 84 63 40 10 82
4.6.1 Classification of Cars
Sr. No.
Classification of cars Responses in %
1 Small cars 46 2 Mid size cars 28 3 SUVs 17 4 Luxury cars 10
Base: Respondents traveling by car 46% of the respondents visited select food malls travel by small Omni etc. 28% by mid size cars like Honda city, Fiat Linea, Ireported by SUVs like Tavera, Scorpio, Mahindra Xylo, Innova etc. 10% respondents were from higher economical background and they tra 4.7 Purpose of Travelling
Sr. No.
Purpose of Travelling1 Personal 2 Official 3 Business 4 Holidaying
Couple 5 Holidaying Family & Friends6 Other
28% Mid size cars
17% SUV
10% Luxury cars
Classification of cars
Small car Mid size car
Base: Respondents traveling by car 46% of the respondents visited select food malls travel by small cars like Santro, IOmni etc. 28% by mid size cars like Honda city, Fiat Linea, I-20, Swift etc. 17% share was reported by SUVs like Tavera, Scorpio, Mahindra Xylo, Innova etc. 10% respondents were from higher economical background and they travel by Mercedes, Audi, Lancer etc.
Purpose of Travelling Responses in % 42 17 6
Holidaying Individual / 16 Holidaying Family & Friends 16
2
46% Small cars
Classification of cars
Mid size car SUV Luxury cars
Page 13 of 30
cars like Santro, I-10, Indica, 20, Swift etc. 17% share was
reported by SUVs like Tavera, Scorpio, Mahindra Xylo, Innova etc. 10% respondents were from
Base: All outlets - 527 Respondents It was reported that respondents interviewed at these food malls travel from Pune, Mumbai, Nasik to various destinations including Mahabaleshwar, Bangalore, Alibaug, Kolhapur, Satara, Junnar, Shirur, Narayangaon, Shirdi etc. use Their purpose of traveling includeholidaying individuals, couples, families and friends was also high especially on weekends. 4.8 Frequency of travelling by Expressway
Sr. No.
Frequency of travelling by Expressway
1 Weekly 2 Fortnightly 3 Monthly 4 Occasionally
0
PersonalOfficial
BusinessHolidaying Individual / Couple
Holidaying Family & FriendsOther
Purpose of Travelling
527 Respondents
It was reported that respondents interviewed at these food malls travel from Pune, Mumbai, Nasik to various destinations including Mahabaleshwar, Bangalore, Alibaug, Kolhapur, Satara, Junnar, Shirur, Narayangaon, Shirdi etc. use Pune – Mumbai expressway or Nasik
purpose of traveling include personal work, official or business purpose. Percentage of holidaying individuals, couples, families and friends was also high especially on weekends.
travelling by Expressway
Frequency of travelling by Responses in % 10 13 25
52
10 20 30 40 50
42%17%
6%16%16%
2%
% of Respondents
Purpose of Travelling
Page 14 of 30
It was reported that respondents interviewed at these food malls travel from Pune, Mumbai, Nasik to various destinations including Mahabaleshwar, Bangalore, Alibaug, Kolhapur, Satara,
or Nasik Highway. personal work, official or business purpose. Percentage of
holidaying individuals, couples, families and friends was also high especially on weekends.
52% of the respondents interviewor Pune – Nasik expressway occasionally. Once in 2 travel monthly for job, business related reasons or visit their relatives or friends. Respondents traveling weekly and fortnightly reported 10% and 15% respectively. They were majorly working or studying in either Mumbai or Pune and visit their families on weekends. Few businessmen were also part of this chunk. 4.9 Average Time Spent at the Food Mall
Sr. No.
Average Time Spent at the Food Mall
1 Upto 15 minutes2 15-30 minutes3 More than 30 minutes
Base: All outlets - 527 Respondent
10% 13%
0102030405060
Weekly Fortnightly
Frequency of travelling by Expressway
0
Upto 15 minutes
15-30 minutes
More than 30 minutes
Average Time Spent at the Food Mall
52% of the respondents interviewed in food malls reported that they travel by Pune Nasik expressway occasionally. Once in 2 – 3 months or so. 25% of the respondents
travel monthly for job, business related reasons or visit their relatives or friends. Respondents g weekly and fortnightly reported 10% and 15% respectively. They were majorly working
or studying in either Mumbai or Pune and visit their families on weekends. Few businessmen
Average Time Spent at the Food Mall
Average Time Spent at the Responses in %
Upto 15 minutes 40 30 minutes 57
More than 30 minutes 3
527 Respondent
13%25%
52%
Fortnightly Monthly Occasionally
Frequency of travelling by Expressway
0 10 20 30 40 50 60
40%
57%
3%
% of Respondents
Average Time Spent at the Food Mall
Page 15 of 30
in food malls reported that they travel by Pune – Mumbai 3 months or so. 25% of the respondents
travel monthly for job, business related reasons or visit their relatives or friends. Respondents g weekly and fortnightly reported 10% and 15% respectively. They were majorly working
or studying in either Mumbai or Pune and visit their families on weekends. Few businessmen
Page 16 of 30
It was observed that on an average respondents spare 15 – 20 minutes at these food malls. Passengers traveling by S.T / Asiad or Volvo buses get limited time of 15 – 20 minutes for refreshments at food mall. Comparatively passengers traveling by their private car can spend more time and expressed their views on various services more clearly. During the time at their disposal they go out of the bus and consume eatables, snacks, tea, coffee etc. which was not possible earlier. This has been possible because of the public announcement system of arrival and departure monitored as confirmed by passengers. 4.10 Average Spending at the Food Mall Their average spend has gone between Rs.30 to 50 per person which stands to the benefit of eatery stalls and vendors since they can manage the time at their disposal with the help of announcements. The announcements help them keep track with their bus departure timing appropriately.
4.11 View on Expected New Services / Entertainment and Recreation Facilities: 34% of the respondents expressed that they would like to have following new services / entertainment and recreation facilities being introduced at these food malls. 47% of the respondents were willing to spend upto 30 minutes and rest 53% upto 1.5 hr. for these activities. Suggested new services: • ATM center • Shopping center (Readymade garments / Shoes etc.) • AC restaurant • PCO / STD booth • Medical store • Mobile shop • Mobile charging points
Suggested entertainment and recreation facilities • Cyber café • Game parlor • Children play area • Garden • Beauty parlor / Saloon • Health SPA
Out of the rest, 36% were of the opinion that they do not get sufficient time to look for any additional services while traveling. entertainment facilities being introduced at food mall. 4.12 Audio / Video advertisement recall
Sr. No.
Audio/Video advertisement recall
1 Yes 2 No
Base: All outlets
Overall, 62% respondents remember having seen audio / visual Outletwise distribution is as under:
38% No
Audio / Video advertisement recall
Out of the rest, 36% were of the opinion that they do not get sufficient time to look for any additional services while traveling. 29% of the respondents were neutral about new services or
ainment facilities being introduced at food mall.
Audio / Video advertisement recall:
Audio/Video advertisement recall
Responses in % 62 38
Overall, 62% respondents remember having seen audio / visual advertisements at food mall. Outletwise distribution is as under:
62% Yes
Audio / Video advertisement recall
Yes No
Page 17 of 30
Out of the rest, 36% were of the opinion that they do not get sufficient time to look for any 29% of the respondents were neutral about new services or
advertisements at food mall.
Page 18 of 30
Audio – Visual advertisement recall was highest (76%) at Bikaner followed by Food mall (70%), and Food Hub (59%). 4.13 Favorite Ad Recall: The audibility, visibility and recall of any advertisement or Jingle depend on its quality, contents, clarity and affiliation with the brand. Some advertisements like State Bank have got larger recall on account of its clarity in message, audibility etc. While others could not be recalled to the extent, although the frequency of such advertisements were almost similar to State Bank of India advertisement.
76%
59%
70%
50%
52%
0 10 20 30 40 50 60 70 80
Bikaner
Food Hub
Food Mall
Neeta Volvo
Daulat Refreshments
Outletwise Ad Recall
Bikaner Food Hub Food Mall Neeta Volvo Daulat Refreshments
• Bikaner
SBI home loan (38%) was the most recalled advertisement followed by Bus Announcement (37%), SBI car loan (36%), Kirti oil (35%) and Vritti iManish Potdar Jyotish was reported 4% and others (Songs etc.) 7%. • Food Hub
SBI car loan was most recalled advertisement at Food hub (SBI home loan (33%), bus announcement ((18%).
0
Bus AnnouncementKirti oil
Manish JyotishSBI car loan
SBI home loanVenkatesh Builders
Vritti i-mediaOthers
0
Bus AnnouncementKirti oil
SBI car loanSBI home loan
Vritti i-mediaOthers
SBI home loan (38%) was the most recalled advertisement followed by Bus Announcement (37%), SBI car loan (36%), Kirti oil (35%) and Vritti i-media (21%). Venkatesh builder
was reported 4% and others (Songs etc.) 7%.
SBI car loan was most recalled advertisement at Food hub (58%) followed by%), bus announcement (22%), Vritti i-media (10%) and others
10 20 30 40
37%35%
4%36%
38%4%
21%7%
Bikaner
10 20 30 40 50 60
22%35%
58%33%
10%18%
Food Hub
Page 19 of 30
SBI home loan (38%) was the most recalled advertisement followed by Bus Announcement media (21%). Venkatesh builder and
%) followed by Kirti Oil (35%), thers (Songs etc.)
• Food Mall
Ad recall was high of SBI car loan and reported announcement (38%), Kirti oil ((14%) at Food mall. • Neeta Volvo
Bus announcement was most recalled Kirti oil (38%), SBI home loan ((13%).
0
Bus AnnouncementKirti oil
SBI home loanSBI car loan
Venkatesh BuildersVritti i-media
Others
0
Bus AnnouncementKirti oil
SBI car loanSBI home loan
VrittiVenkatesh Builders
Others
Ad recall was high of SBI car loan and reported 58% followed by SBI home loan (, Kirti oil (15%), Venkatesh Builders (15%), Vritti i-media (3%)
Bus announcement was most recalled (50%) at Neeta Volvo followed by SBI car loan (%), SBI home loan (32%), Vritti (14%) and Venkatesh Builders
10 20 30 40 50 60
38%15%
55%58%
15%3%
14%
Food Mall
10 20 30 40 50
50%38%
41%32%
14%7%
13%
Neeta Volvo
Page 20 of 30
% followed by SBI home loan (55%) , Bus media (3%) and others
followed by SBI car loan (41%), Builders (7%) and others
• Daulat
Manish Jyotish and SBI home loan werecar loan (22%), Pride asian builder (3%) and 4.14 Ratings on various parameters: • Audibility of the advt.
0
Bus AnnouncementKirti oil
Manish jyotishPride asian builder
SBI car loanSBI home loan
0% 20%
Poor
Good
Very Good
Excellent
Refused
4
51
42
0
4
12
0 4 0
and SBI home loan were most recalled ad (37%) followed by Kirti oil (25%)%), Pride asian builder (3%) and bus announcement (5%).
Ratings on various parameters:
10 20 30 40
5%25%
37%3%
22%37%
Daulat
40% 60% 80% 100%
12
63
22
3
7
62
16
11
15
40
45
0
3
13
60
23
0
BikanerFood HubFood MallNeetaDaulat
Page 21 of 30
Kirti oil (25%), SBI
BikanerFood HubFood MallNeetaDaulat
• Creativity of the advt.
• Easy Visibility of the advt.
0% 20%
Poor
Good
Very Good
Excellent
Refused
6
64
17
9
4
12
0% 20%
Poor
Good
Very Good
Excellent
Refused
9
52
31
5
4
33
0
3
4
Easy Visibility of the advt.
40% 60% 80% 100%
13
70
2
3
8
59
19
3
11
7
78
15
0
0
0
23
67
10
0
BikanerFood HubFood MallNeetaDaulat
40% 60% 80% 100%
17
47
3
5
53
26
4
11
2
56
40
2
0
3
20
63
13
0
BikanerFood HubFood MallNeetaDaulat
Page 22 of 30
• Frequency of the relay
• Sound quality for clarifyin
0% 20%
Poor
Good
Very Good
Excellent
Refused
7
51
36
2
4
010
0% 20%
Poor
Good
Very Good
Excellent
Refused
10
44
36
6
4
0 5
Sound quality for clarifying the message
40% 60% 80% 100%
20
55
22
3
5
56
26
11
9
64
27
0
0
23
60
17
0
BikanerFood HubFood MallNeetaDaulat
40% 60% 80% 100%
18
48
30
3
8
47
29
5
11
22
49
29
0
0
0
13
60
27
0BikanerFood HubFood MallNeetaDaulat
Page 23 of 30
BikanerFood HubFood Mall
BikanerFood HubFood MallNeetaDaulat
• Clarity in announcements of bus arr
• Picture quality and colors used
0% 20%
Poor
Good
Very Good
Excellent
Refused
11
49
27
9
4
27
0% 20%
Poor
Good
Very Good
Excellent
Refused
11
53
28
4
4
25
2 7
in announcements of bus arrival /departure
Picture quality and colors used
40% 60% 80% 100%
22
48
0
3
5
49
32
3
11
11
56
33
0
0
0
23
60
17
0
BikanerFood HubFood MallNeetaDaulat
40% 60% 80% 100%
20
50
25
3
7
42
33
11
11
60
27
2
0
0
11
60
30
0
BikanerFood HubFood MallNeetaDaulat
Page 24 of 30
Food HubFood Mall
Food HubFood Mall
• Audibility of the bus announcements inside and outside area of the mall
4.15 Passengers sitting inside the bus 5 to 7 interviews per food mall were conducted of the passengers sitting inside the bus and did not get down at food malls. Majoritydid not get down of the bus for fear of bus departing unnoticed. Mumbai – Bangalore or Mumbai normally carry luggage with them and they do not get down for fear of theft. They sit in the bus for security of their luggage. Few passengers were lingering around the bus instead of spending time at eating area. It was observed that, on an average 10 fear of bus departing unnoticed. of the opinion that this system is useful to give all the passengers notice of the arrival and departure of the buses. They have also exprrefreshments, snacks etc or they would have done some shopping at the outlets in the food mall. In general, on Mumbai – Pune expressway most of the passengers get down at food malls as they carry limited luggage with them and they are aware of the bus system as they travel frequently by expressway. Overall, number of passengers getting down at food malls has certainly increased because of public announcement system.
0% 20%
Poor
Good
Very Good
Excellent
Refused
11
49
28
7
4
17
2 4 0
Audibility of the bus announcements inside and outside area of the mall
side the bus:
5 to 7 interviews per food mall were conducted of the passengers sitting inside the bus and did Majority of the passengers sitting inside the bus responded that they
did not get down of the bus for fear of bus departing unnoticed. Long distance passengers Bangalore or Mumbai – Kagal using Mumbai – Pune expressway responded that they rry luggage with them and they do not get down for fear of theft. They sit in the bus
Few passengers were lingering around the bus instead of spending It was observed that, on an average 10 – 12 passengers return back early for
When asked about the usefulness most of the respondents were of the opinion that this system is useful to give all the passengers notice of the arrival and departure of the buses. They have also expressed that they would have used this time for some refreshments, snacks etc or they would have done some shopping at the outlets in the food mall.
Pune expressway most of the passengers get down at food malls as uggage with them and they are aware of the bus system as they travel
Overall, number of passengers getting down at food malls has certainly increased because of public announcement system.
40% 60% 80% 100%
28
50
17
3
10
53
22
11
20
65
15
0
3
0
50
47
0
BikanerFood HubFood MallNeetaDaulat
Page 25 of 30
5 to 7 interviews per food mall were conducted of the passengers sitting inside the bus and did of the passengers sitting inside the bus responded that they
Long distance passengers like responded that they
rry luggage with them and they do not get down for fear of theft. They sit in the bus Few passengers were lingering around the bus instead of spending
s return back early for of the respondents were
of the opinion that this system is useful to give all the passengers notice of the arrival and essed that they would have used this time for some
refreshments, snacks etc or they would have done some shopping at the outlets in the food mall. Pune expressway most of the passengers get down at food malls as
uggage with them and they are aware of the bus system as they travel quite Overall, number of passengers getting down at food malls has
Page 26 of 30
Questionnaire for Audience Measurement and Efficacy Survey at Food Malls on Pune-Mumbai Express way Name of the Food Mall:___________________ Date of Interview: ______ Sept 2011
A) Passenger Profile:
1. Name: ________________________________________________
2. Age: _________ years Male/Female
3. Education: Upto Matriculation / Graduation / Post Graduate / Others
4. Cell Number: ______________________________
5. Occupation: Service (Top/Middle Mg./Executive)/ Business / Profession (_______________)/Student / Housewife / Others
6. Coming from : Pune / Mumbai / Others ________ (pl.specify) 7. Going to : Mumbai / Pune / Others ____________ (pl. specify) 9.. Mode of Transport: Bus (ST/Volvo Bus)/ Car Brand _____________ Model _____________ 10. Purpose of Travelling : Personal / Official / Business / Holidaying (Individual/Couple/Friends/Family) / Others 11. Frequency of travelling by Expressway: Weekly/Fortnightly/Monthly / Occasionally
B) Details of Time Spent at the Food Malls:
1. Average Time Spent at the Food Mall: Upto 15 minutes / 15-30 minutes / More than 30 minutes
2. How do you spend your this time: Snacks / Shopping / Others ______, if any
3. Would you like to have any new services being introduced here? Yes / No If yes, pl. specify ______________________________________
4. Would you like some entertainment and recreation facilities being introduced here like beauty parlours, mini theatre, health spa, hair saloon, video games, internet cafe etc.? Yes / No If yes, pl. specify _____________________________________
Page 27 of 30
5. How much time would you like to spend for these activities ? ______ hr/minutes 6. Do you feel that innovative and new products could be made available at the Mall with various discount offers thereto? Yes / No 7. If yes, what category of products do you recommend for being made available? a) _______________________b)__________________________ c) _____________________ 8. Would you be willing to buy such products at the food malls? Yes / No
C) Views on Audio/Video Advertisements:
1. Do you remember having seen the audio/video advts at the Mall? Yes / No.
2. Which advertisements do you recall? 1) ___________________________ 2) ______________________ 3) ___________________
2. Do you recall any of the advertisements seen by you ? (show card)
3. Do these advertisements create in buying product/services? Yes / No
4. Did you like any particular advt and if so why? ________________________________
5. How would like to rate the quality of audio/video advts on following parameters (out of 10)
Sr.No. Attribute Rating (out of 10) 1. Audibility of the advt. 2. Creative of the advt. 3. Easy Visibility of the advt. 4. Frequency of the relay 5. Sound quality for clarify in the message 6. Clarity in announcements of bus arr/dep. 7. Picture quality and colors used 8. Audibility of the bus announcements inside and outside area of the mall
D) Only for Passengers Sitting in the Bus:
1. Did you not get down of the buss for fear of bus departing unnoticed?
2. Why did you linger around the bus instead of spending time at eating area?
Page 28 of 30
3. How many passengers came back early and why?
4. Are you aware of the public announcement system of the buses? Yes / No.
5. Do you find this system useful to give you notice of the arr/dep of the buses? Yes / No
6. . How you would have used the time if you knew before that the Bus departure announcement will happen at the food mall 5 mins before departure ?
E) Others:
1. How do you feel the overall environment and the ambience at the Food Mall?
2. Do you any suggestions for improvement?
________________________________________
Page 29 of 30
Page 30 of 30