1. Genesis Management & market research (P) Ltd1 www.gmmr.in Audience Measurement StudyOnSUJAL MAHARASHTRA-NIRMAL MAHARASHTRA MISSION CAMPAIGN(Water Supply & Sanitation Dept., Govt. of Maharashtra, Mumbai.)Prepared for: VRITTI SOLUTIONS LIMITED9, Continental Park, Opp. Karve Statue, Karve Road, Kothrud,Pune-411038Prepared by:GENESIS MANAGEMENT & MARKET RESEARCH (P) LTD7, Jay Apts., 64/3 Erandawane, Prabhat Road,Income Tax Lane, Rege Path,Pune-411 004March 2010_______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign

2. Genesis Management & market research (P) Ltd 2www.gmmr.inTABLE OF CONTENTS INTRODUCTION . 31. SUMMARY .. 42. SCOPE OF WORK 53. METHODOLOGY . 64. SURVEY FINDINGS 7-13_______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 3. Genesis Management & market research (P) Ltd 3 www.gmmr.in INTRODUCTION __________________________________________________ Genesis is a fast growing market research and consultancy organization based in Pune, India offering wide range of market research, KPO services & preparation of export marketing and potential plans for medium and large Indian companies to explore business in developed countries in the world. Genesis works in the areas like FMCG, Automobile, Durables, Telecom, Banking & Insurance, IT/ITes, Education, Chemicals, Engineering, etc Vritti is a next generation IT Solutions company working towards fuelling the knowledge based economy by consulting and developing innovative IT solutions. In order to assess the recall of advertisements being played under Sujal Maharashtra-Nirmal Maharahstra Mission Campaign on various Bus Stands in the State of Maharashtra, Vritti felt the need to conduct a market research in those cities. With this background, Vritti approached Genesis to conduct the research on their behalf. The survey was successfully carried out in the select cities in the State of Maharashtra using quantitative method of survey by face to face interviews. Genesis thus has a pleasure in submitting this report to Vritti. The report is presented on the basis of survey findings, opinions and views from the passengers/commuters on the Bus Stands._______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 4. Genesis Management & market research (P) Ltd4 www.gmmr.in 1. SUMMARY __________________________________________________ The survey was carried out in select 6 cities in the State of Maharashtra on thebasis of quantitative method of survey using face to face interviews The survey covered interviews of 100 passengers on each of the ST Stands i.e. total600 interviews Percentage of respondents coming from Rural areas was high compared to thatwith the respondents from Urban or Semi Urban areas Students and Farmers were the most frequently travelling category of respondents Average rating for the campaign was 4.2 out of 5 which is Very Good 100% of the respondents felt that the messages spread through this campaign areuseful 98% of the respondents said that the massages given through this campaign spreadawareness and are implemented by the audiences All advertisements that are being played under Sujal Maharashtra-NirmalMaharashtra Mission Campaign are recalled by the passengers Highest recalled advertisement was Conserve Water followed by Use Clean andPure Water_______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 5. Genesis Management & market research (P) Ltd 5 www.gmmr.in 2. SCOPE OF WORK ___________________________________________________________ Number of Interviews:Sr.Number of Interviews Type of RespondentsNo.on each Bus Station1Passengers/Commuters on Bus Stations1002Total Bus Stations63Total Interviews600 Geographical Coverage:Sr. No.City / Name of the Bus Stands1G-Pet, Nagpur2Tuljapur, CBS3Ahmednagar-CBS4Solapur-CBS5Jalgaon-CBS6Parbhani-CBS Out of list of 38 ST Stands in the State of Maharashtra, where Sujal Maharashtra-Nirmal Maharashtra Mission Campaign is working, representative sample of 6 ST Stands (mentioned in above table) were selected and 100 passengers/commuters each ST Stand were interviewed during the survey._______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 6. Genesis Management & market research (P) Ltd6 www.gmmr.in 3. METHODOLOGY __________________________________________________Conduct the pilot survey to know the Create the manualprobable changesfor research required inquestionnairePhase I and/or methodology FIELD WORK Preparation of workCarry out face to plan and training to face interviews to get the project teamunbiased feedback from customers Back checking and Analysis of the dataScrutiny of feedback forms Phase IIDATA ANALYSISCoding and Dataentry of the collected Report writing customer feedback Presentation of Report_______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 7. Genesis Management & market research (P) Ltd7www.gmmr.in 4. SURVEY FINDINGS____________________________________________________ 1. Classification of Respondents-Age WiseClassification of Respondents-Age Wise 40 35 34 30Responses in % 2522 20 20 1516 10 65 00Below 1 51 5 to 20 20 to 25 25 to 35 35 to 45 45 to 55 Age Groups Base: 6 ST Stands x 100 Respondents each The above graph represents the type of passengers coming to the surveyed ST Stands. Percentage of respondents from Age Group 20 to 35 was highest. The survey covered maximum number of respondents from Rural areas and Age Group 20 to 35 represents working professionals and/or students who travel frequently to the nearby Urban areas for various reasons._______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 8. Genesis Management & market research (P) Ltd 8www.gmmr.in 2. Classification of Respondents-Category Wise Category of Respondents R S 75UR Categories16S9U020 406080 Responses in % Base: 6 ST Stands x 100 Respondents each(R: Rural, S: Semi Urban, U: Urban) 75% of the respondents are from Rural Category for whom the campaign is intended. 3. Classification of Respondents-Gender WiseClassification of Respondents-Gender WiseFemale, 24 Male, 76Base: 6 ST Stands x 100 Respondents each The percentage of Male passengers is usually higher than Female passengers which gets reflected in the sample of respondents covered during the survey._______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 9. Genesis Management & market research (P) Ltd9 www.gmmr.in 4. Classification of Respondents-Occupation Wise Classification of Respondnets-Occupation WiseNo Respon se 5 Ot h er s13 Pr iv a t e Sect or14 Bu sin ess14G ov . Em ploy ees6Fa r m er s 20St u den t s28 051015202530Students FarmersGov . Employ eesBusiness Priv ate SectorOthers No Response Base: 6 ST Stands x 100 Respondents each The graph depicts that the highest percentage of respondents were Students i.e. 28% of the total respondents followed by Farmers with a share of 20% of the total respondents. Students from Rural/Semi Urban areas travel to and fro Urban area/Cities nearby for higher studies and hence the percentage of respondents from this category is high._______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 10. Genesis Management & market research (P) Ltd10 www.gmmr.in 5. Frequency of Travelling Frequency of TravellingFrequenctlyOnce a MonthOnce a week 22Frequenctly Frequencies42 Once a Month36Once a week010 20 30 40 50 Responses in % Base: 6 ST Stands x 100 Respondents each Once a Month was observed to be highest chosen frequency of travelling by the respondents (42% of the total respondents). The reason could be occupations like Farmer, Students and Businessmen requiring frequent travelling to nearby Urban areas. 6. Average Waiting Time on the Bus StandAverage Waiting Time on ST Stand More than 1 Hour35Time 1 Hour 32 Half an Hour 57 010 20 30 4050 60Responses in %Half an Hour 1 Hour More than 1 Hour Base: 6 ST Stands x 100 Respondents each_______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 11. Genesis Management & market research (P) Ltd11 www.gmmr.in 7. Favorite Advertisements Favorite Advertizements3530 3425 Responses in %2024231510 14 9 5 0 Conserv e Using Pure Test ing Using Toilet KeepWat er and CleanWat er Surrounding Wat er CleanAdvertizementsCon ser v e W a t erUsin g Pu r e a n d Clea n W a t er Test in g W a t erUsin g T oiletKeep Su r r ou n din g Clea n Base: 6 ST Stands x 100 Respondents each Advertisements about Water Conservation, Use of Clean and Pure Water and Keeping Surrounding Clean were observed to be Favorite Advertisements. According to the survey findings all the advertisements played under Sujal Maharashtra-Nirmal Maharashtra Mission Campaign were recalled by the passengers._______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 12. Genesis Management & market research (P) Ltd 12 www.gmmr.in 8. Effectiveness of the CampaignEffectiveness of the CampaignYes No Messages are Usefull 1000Messages are928Propagated EffectsMessages are98 2 Im plem entedSpreads Aw areness98 20 10 20 3040 50 60 70 80 90 10 110 0Responses in % Base: 6 ST Stands x 100 Respondents each As per the survey findings, 100% respondents felt that the Sujal Maharashtra-Nirmal Maharashtra Mission advertisements played on the ST Stands spread useful massages among the passengers/commuters on the Stands. According to 98% respondents, messages (given through Audio Advertisement Systems on ST Stands) spread awareness and were implemented by audience. This indicates that there is very good response to this advertisement campaign by MSRTC passengers._______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 13. Genesis Management & market research (P) Ltd 13 www.gmmr.in 9. Rating given to Campaign (out of 5) Rating Giv en to the Cam paign 543 4 39Ratings (out of 5) 3 16 2 2 1 0 0 510 15 202530 3540 45Responses in %1 2 3 45 Base: 6 ST Stands x 100 Respondents each(5=Excellent, 4=Very Good, 3=Good, 2=Average, 1=Poor) Highest (i.e. 43%) percentage of the respondents rated Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 5 out of 5 which is excellent. 39% of the respondents rated it as Very Good i.e. 4 out of 5. Average ratings for the campaign is 4.2 ~ 4 which is very good._______________________________________________________________________________Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign