viacom 18 summer project
TRANSCRIPT
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Cover Page
Research on a Utility Based Application(Product) for Network 18
Summer Internship Report submitted to University of Mumbai in
Partial Fulfilment for the award of Post Graduate Diploma in
Management, Approved by AICTE, New Delhi
By Avril Dsouza
(Name of the candidate)
PGDM-Marketing
For the summer Internship at,CompanyNetwork 18.
Month -7 Year -2013
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( p r o d u c t ) f o r N e t w o r k 1 8 .
Certificate of Originality
This is to certify that the Summer Internship Report titled Research on a Utility
Based Application(Product) for Network 18 is an original work and is being
submitted in partial fulfillment for the award of the Post Graduate Diploma in
Management, Approved by AICTE New Delhi. This Summer Project report has
not been submitted earlier either to this institute or to any other institute or to
any other university / institution for the fulfillment of the requirement of the
PGDM Program.
Avril Dsouza
Signature of Student
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( p r o d u c t ) f o r N e t w o r k 1 8 .
1.AcknowledgementMany people have assisted and influenced me during this summer project with
their timely guidance and expertise. It is a privilege for me to express my
gratitude towards each one of them.
I would like to thank Mr.Malay Tripathi for giving me an opportunity to do the
project at Network 18.
Mr. Malay Tripathi mentored ,encouraged and supported me by providing all the
necessary information which was required for the completion of this project.
Special thanks to my project guide Prof. Manmeet Bharve for his timely help and
support throughout this project.
I also thanks all those with whom I interacted with for their co-operation and time
for the purpose of this project and the activities involved therein.
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( p r o d u c t ) f o r N e t w o r k 1 8 .
Index
Executive summary .pg5
Company profile pg6
Introduction to the application industrypg7
Project profile pg 13
Secondary research...pg 13
Primary research..pg 19
Interviews.pg 21
Questionnaire ..pg 26
Questionnaire analysispg31
Findings and conclusion .pg 43
Learning .pg 44
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2.Executive SummaryHuman resource management(HRM, or simply HR) is themanagementof an
organization'sworkforce,orhuman resources.It is responsible for theattraction,
selection,training,assessment,andrewardingof employees, while also
overseeing organizationalleadershipandcultureand ensuring compliance with
employment and labour laws.The HRD Department in an organisation deals with
each and every aspect of the career of an employee during his stay in the
organisation.
This study was carried out at Network 18 Ltd., Corporate office, Matunga (W),
Mumbai. The project deals with research on a Utility Based Application(Product)
for Network 18.
http://en.wikipedia.org/wiki/Managementhttp://en.wikipedia.org/wiki/Managementhttp://en.wikipedia.org/wiki/Managementhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Workforcehttp://en.wikipedia.org/wiki/Workforcehttp://en.wikipedia.org/wiki/Workforcehttp://en.wikipedia.org/wiki/Human_resourceshttp://en.wikipedia.org/wiki/Human_resourceshttp://en.wikipedia.org/wiki/Human_resourceshttp://en.wikipedia.org/wiki/Employer_brandinghttp://en.wikipedia.org/wiki/Employer_brandinghttp://en.wikipedia.org/wiki/Employer_brandinghttp://en.wikipedia.org/wiki/Recruitmenthttp://en.wikipedia.org/wiki/Recruitmenthttp://en.wikipedia.org/wiki/Training_and_developmenthttp://en.wikipedia.org/wiki/Training_and_developmenthttp://en.wikipedia.org/wiki/Training_and_developmenthttp://en.wikipedia.org/wiki/Performance_appraisalhttp://en.wikipedia.org/wiki/Performance_appraisalhttp://en.wikipedia.org/wiki/Performance_appraisalhttp://en.wikipedia.org/wiki/Remunerationhttp://en.wikipedia.org/wiki/Remunerationhttp://en.wikipedia.org/wiki/Remunerationhttp://en.wikipedia.org/wiki/Leadershiphttp://en.wikipedia.org/wiki/Leadershiphttp://en.wikipedia.org/wiki/Leadershiphttp://en.wikipedia.org/wiki/Organizational_culturehttp://en.wikipedia.org/wiki/Organizational_culturehttp://en.wikipedia.org/wiki/Organizational_culturehttp://en.wikipedia.org/wiki/Labour_lawhttp://en.wikipedia.org/wiki/Labour_lawhttp://en.wikipedia.org/wiki/Labour_lawhttp://en.wikipedia.org/wiki/Organizational_culturehttp://en.wikipedia.org/wiki/Leadershiphttp://en.wikipedia.org/wiki/Remunerationhttp://en.wikipedia.org/wiki/Performance_appraisalhttp://en.wikipedia.org/wiki/Training_and_developmenthttp://en.wikipedia.org/wiki/Recruitmenthttp://en.wikipedia.org/wiki/Employer_brandinghttp://en.wikipedia.org/wiki/Human_resourceshttp://en.wikipedia.org/wiki/Workforcehttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Management -
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3.Company Profile
The Network18 Group is a media and entertainment company with interests in
television, internet, films, e-commerce, magazines, mobile content and alliedbusinesses.
Through its subsidiary 'TV18 Broadcast Ltd. the group operates news channels -
CNBC-TV18, CNBC Awaaz, CNBC-TV18 Prime HD, CNN-IBN, IBN7 and IBN-Lokmat
(a Marathi regional news channel in partnership with the Lokmat group).
TV18 also operates a joint venture with Viacom, called Viacom18, which houses a
portfolio of popular entertainment channelsColors, Colors HD, MTV, SONIC,
Comedy Central, VH1, Nick. Nick Jr. and Nick Teen - and Viacom18 Motion
Pictures, the groups filmed entertainment business.
TV18 has also forayed into the Indian factual entertainment space through A+E
Networks | TV18 (a joint venture between A+E Networks and TV18 Broadcast)
and operates HistoryTV18.
TV18 and Viacom18 have also formed a strategic joint venture called IndiaCast, a
multi-platform 'content asset monetization' entity mandated to drive domestic
and international channels distribution, placement services and content
syndication for the bouquet of channels from TV18, Viacom18 and other
broadcasters.
Through 'Network18 Media & Investments Ltd. the group operates its digital,
publishing and e-commerce assets including moneycontrol.com, ibnlive.com,
in.com and firstpost.com.
'Network18' also operates e-commerce properties like HomeShop18 andbookmyshow.com and publishes Forbes India, the nation's first local edition of a
foreign news magazine title and one of the worlds most influential business
brands, in collaboration with Forbes Media. In addition, through 'Network18', the
group operates Network18 Publishing, a player in the special interest publishing
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space as well as E18, the group's event management venture and Sport18, its
sports management and marketing division.
'Network18' has investments in Yatra, DEN Networks and other Capital18
portfolio companies.
Company website
www.network18online.com
TV18 Broadcast Ltd- the group operates news channels - CNBC-TV18, CNBCAwaaz, CNN-IBN, IBN7 and IBN-Lokmat etc.
Web18- countrys largest Internet player -moneycontrol.com,in.com,ibnlive.com,josh18.com, cricketnext.com. also owns stakes in Jobstreet
(India),Yatra.com andBookMyShow.com
Newswire18-major real-time financial information and news terminalprovider.
Viacom18- entertainment channelsColors, MTV, SONIC,VH1,Nick Jr. Viacom18 Motion Pictures-the groups filmed entertainment business. Infomedia18 - special interest publishing and printing organization. Publishes Forbes India, the nation's first local edition of a foreign news
magazine title and one of the worlds most influential business brands, in
collaboration with Forbes Media.
E18-the group's event management venture.
Joint Venture between Network 18 and Lokmat group. Launched on 6thApril 2008.
In collaboration with Forbes Inc.
http://www.network18online.com/http://www.network18online.com/http://en.wikipedia.org/wiki/Moneycontrol.comhttp://en.wikipedia.org/wiki/In.comhttp://en.wikipedia.org/wiki/IBNLivehttp://en.wikipedia.org/wiki/Yatra.comhttp://en.wikipedia.org/w/index.php?title=BookMyShow.com&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=BookMyShow.com&action=edit&redlink=1http://en.wikipedia.org/wiki/Yatra.comhttp://en.wikipedia.org/wiki/IBNLivehttp://en.wikipedia.org/wiki/In.comhttp://en.wikipedia.org/wiki/Moneycontrol.comhttp://www.network18online.com/ -
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Fortnightly magazine.
Joint Venture between Network 18 and A+E Networks. Operates HistoryTV18 . English, Bengali, Hindi, Marathi, Tamil, Telegu, Gujrati, Urdu.
CNN-IBN-JV between Global Broadcasters News and Time Warner. IBN-7-started operation as a JV between network 18 and Jagran TV.
Partnered with NBC Universal. CNBC TV18 and CNBC Awaaz
JV between TV 18,Viacom 18,and Disney UTV group. To distribute televisionchannels from both the networks across analogue and digital platforms.
In 2010 JV between SUN network and TV 18 happened. SUN18 MediaServices South Co.-Non Hindi speaking market. SUN18 Media Services
North Co.-Hindi Speaking market.
JV between Infomedia India and Reed Business Information. JCK India,Variety, Flight International, Logistics management.
JV between Ringier(China) and Infomedia India. Modern packaging and design, logistics management, World pumps India,
Auto monitor, Aftermarket, Modern food processing, Modern Medicare
etc.
LICENSING AGREEMENTS
1.Future PLC,2.
CHIP Holding,
3.Entrepreneur Inc.
Network 18 Media and Investment Ltd - Restructured
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The Operations Merger of TV18 Broadcast group with Network1 8 in August 2012. The Operations Merger of CNBC-TV18 and CNBC Awaaz . The independent subsidiary Web18 was merged with Network18. Web18 merged CricketNext.com with IBNLive.com in 2013. Josh18.com, buzz18.com and StoreGuru.com merged into In.com In 2006, the Network18 group acquired CRISIL MarketWire, which was
renamed to Newswire18.
BookMyShow.com acquired Chennai based entertainment ticketing siteTicketgreen.com
Web18 acquired CricketNext.com in 2006. Online Retailer CoinJoos.com was acquired by TV and online commerce
company HomeShop18 in 2011.
Network18 Holdings, a subsidiary of the company will acquire a majority inthe Indian Film Company Limited, an AIM, London-listed producer of
blockbuster Bollywood films.
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4.Introduction to the application industryThe application industry
The three largest domains for regional apps in India are instant messaging,
gaming and entertainment, and online newspapers.
A newreport from ABI Research projects that the mobile app market could be
worth $27 billion by the end of 2013 thanks to high adoption rates for both
smartphones and tablets as well asefforts by Windows and BlackBerry to remain
competitive in the mobile market.
India is also the third-fastest growing mobile app market in the world, Is currently
ranked seventh in the world. India has more mobile phone users than PC andlaptop users, the future of apps is very bright. The number of active mobile
subscribers in the country is about 700 million .
Room for growth
http://www.technobuffalo.com/2013/04/23/budget-smartphones-abi-research-report/http://www.technobuffalo.com/2013/06/14/microsoft-paying-windows-phone-developers-100000/http://www.technobuffalo.com/2013/06/14/microsoft-paying-windows-phone-developers-100000/http://www.technobuffalo.com/2013/06/14/microsoft-paying-windows-phone-developers-100000/http://www.technobuffalo.com/2013/06/14/microsoft-paying-windows-phone-developers-100000/http://www.technobuffalo.com/2013/04/23/budget-smartphones-abi-research-report/ -
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India as of 2012 have a limited number of smartphone penetration in comparison
to the population . The smartphone penetration when translated in terms of the
population that the country bears and the rate at which its taking place it wont
be too long to catch up with the penetration of smartphones in Canada.
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Problem Statement
Statement of the research problem pursued :
To study the utility based product for network 18
Methodology adopted:
1. Secondary research2. Primary research
2.1.Qualitative research2.1.1. Interviews
2.2.Quantitative research2.2.1.
Questionnaire
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5.Project profile
Objective :
The consumer behavior with respect to application. To arrive at necessary findings by methods of interviews and
questionnaire.
5.1 Secondary research:1. Secondary research involves the summary, collation and/or synthesis of
existing research rather thanprimary research,where data is collected
from, for example, research subjects or experiments.
2. The term is widely used inmedical research,legal research,and inmarketresearch.The principal methodology in medical secondary research is the
systematic review,commonly using meta-analytic statistical techniques,
although other methods of synthesis, like realist reviews and meta-
http://en.wikipedia.org/wiki/Primary_researchhttp://en.wikipedia.org/wiki/Medical_researchhttp://en.wikipedia.org/wiki/Legal_researchhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Systematic_reviewhttp://en.wikipedia.org/wiki/Systematic_reviewhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Legal_researchhttp://en.wikipedia.org/wiki/Medical_researchhttp://en.wikipedia.org/wiki/Primary_research -
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narrative reviews, have been developed in recent years. Such secondary
research uses the primary research of others typically in the form of
research publications and reports.
3. In a market research context, secondary research is taken to include the re-use by a second party of any data collected by a first party or parties.
4. Inarchaeology andlandscape history,desk research is contrasted withfieldwork.
5. Sometimes secondary research is required in the preliminary stages ofresearch to determine what is known already and what new data is
required, or to inform research design. At other times, it may be the only
research technique used.
6.
A key performance area in secondary research is the full citation of originalsources, usually in the form of a complete listing or annotated listing.
7. Secondary sources could include previous research reports, newspaper,magazine and journal content, and government and NGO statistics.
3.1.1 Secondary research as according to the project
Secondary data
India added 17.6M internet users last year, becomes worlds third-largest internetpopulation
Indias internet population witnessed a 31 per cent year-on-year increase to 73.9
million at the end of March 31, 2013 compared with 56.3 million in the year-ago
period.
The preferred medium to surf internet and consume information online also
changed from PC to mobile, according to the study 2013 India Digital Future in
Focus by comScore.
The study also claims that India is now the worlds third-largest internet
population in terms of numbers
http://en.wikipedia.org/wiki/Archaeologyhttp://en.wikipedia.org/wiki/Landscape_historyhttp://en.wikipedia.org/wiki/Fieldworkhttp://en.wikipedia.org/wiki/Fieldworkhttp://en.wikipedia.org/wiki/Landscape_historyhttp://en.wikipedia.org/wiki/Archaeology -
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Today, many tier 1 and tier 2 cities are adopting smarter city strategy to offer,
among other services, rich mobile-based apps.
The primary issue that the mobile app vendors run into is the plethora of devices
that they will need to support, ranging from high-end smartphones, such as
iPhones and Android to low-end feature phones.
Developing India's app market
India's app market sees nearly 100 million downloads a month.
Huge market for mobile apps catering to Indian languages
According to theTimes of India,there are currently 45 million Indians using local
language applications over their mobiles. But nearly 600 million users are limiting
their mobile usage to only voice calls, as they simply cannot find enough apps in
their native language.
Out of 860 million mobile phone subscriptions, only 125 million Indians list English
as their language of communication, noted the report.
Updated: India To Have Estimated 67M Connected Smartphones By End Of
2013: Report
Meeker hasnt disclosed any information on connected smartphone subscribers
for the current quarter but estimated that India will have 67 million smartphone
subscribers by the end of 2013, recording a 52% growth YoY. However, she also
added that smartphones will account for only 6% of the total subscribers. China
would have the highest number of smartphone subscribers for the quarter with
an estimated 354 million subscribers, recording a 31% YoY growth and 29%
penetration rate. Globally, there are an estimated 1.49 billion smartphone
subscribers as of 2013, recording a 31% YoY growth and a 21% penetration rate.
http://timesofindia.indiatimes.com/tech/enterprise-it/services-apps/App-makers-going-desi-to-tap-surging-mobile-user-base/articleshow/20307742.cmshttp://timesofindia.indiatimes.com/tech/enterprise-it/services-apps/App-makers-going-desi-to-tap-surging-mobile-user-base/articleshow/20307742.cms -
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Tablet shipments have surpassed PCs & Notebook in Q4 2012, just three yearsafter the introduction of tablets. Theres no specific informationabout tablet
penetration in India.
More than 50% of Indian respondents indicated that they share everything ormost things as of May 2013. Comparatively only 15% of US respondents
indicated that they share everything or most things online. Meeker also claims that the market is entering third computing cycle with
wearable, drivable, flyable, scannable devices such as Pebble Watch,
Fitbit, Googles Self driving cars, among others. Prior to this weve had two
computing cycles Smartphone and tablets.
Meeker hasnt updated the figure for Internet users in India. In her recentreport India still has has 137 million Internet users, recording a 26%
growthyear-on-year (YoY). The population penetration rate for India stood at
11%. China continues to have the highest number of Internet users with 538
million users, adding 282 million Internet users during 2008-2012 and
a population penetration rate of 40%. Globally, there are 2.4 billion Internet
users with a 8% growth YoY and a population penetration rate of 35%. Around
902 million Internet users were added during 2008-2012. This is the same that
she hadreported in December 2012.
TRAI 143.2M Mobile Internet Connections
TRAI also noted that around 143.20 million were accessing the Internet through
wireless phones.
Uttar Pradesh has the most number of Internet connections at 14.85 million,
followed by Maharashtra-Goa with 12.64 million Internet connections. Mumbai
alone has 10.22 million Internet connections.
Application usage (Nielsen Informate Mobile Insights)
http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-smartphone-subscribers-report/http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-smartphone-subscribers-report/ -
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App usage now occupies a significant chunk of online time
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59% of searches are now for Apps
5.2 Primary research :
Primary researchrefers to the collection of data for the first time. This data is
collected for some specific purpose. Primary research is more expensive and
time consuming but it will give better results than secondary data (Gratton &
Jones, 2010).There are several methods that can be used for research like
interviews, questionnaire, surveys, observation etc.
Primary Research Methods
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1. Interviews:Interviews are the useful method; if persons personalinformation is required. It can be used in both quantitative and qualitative
research. Interviews can be telephonic, face to face. It can be formed in
structured and unstructured manner (Pakroo, 2009).
2. Observation:Data in primary research can be collected through observingthe people while working in an organization. Researcher can get
information by sitting in the market and observe the customers.
Observation is useful if consumption of total time and cost is required.
3. Questionnaire:Questionnaire is a statement that contains a series ofquestions that will be asked from respondents. (Walliman, 2005).But
sometimes respondents do not give correct information. And researchercan also do manipulations in information that is obtained.
4. Focus Group:In this method five to eight members sit together and discussthe problem. All members give their views related to problem, this help in
getting the required data. It is more useful in organization (Green, 2000).
5. Surveys:It is the method of collecting information by sending mails ofquestionnaires to the respondents. It avoids the traveling cost and alsoconsume less time.
6. Sampling:It is done when new product is launched in the market. Samplesof the product are sold in the market to check the response of the
customers. Through feedback researcher can improve the quality of
product if required.
Researcher can select the methods for primary research on the basis oftype of data and information required for the research. If the researcher
need personal information from respondents then interview method will be
more suitable. Primary research is suitable where the area of research is
small. In this, questionnaire method may also be selected because it covers
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specific area of respondents such as customers, employees etc. Sampling
method is also useful for the small area.
The method opted for as a part of primary research is interviews and
questionnaire
5.2.1 Interview Interviewed 9 different persons
2 persons that are on the move(field job) 1 person on a desk job 3 college students 3 mid aged persons
Below are listed findings from the interviews
The key areas : ( In a the ascending order of preference )
Relevant Information :
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The application should have relevant information . Information such
that is required and if used often.
Software being compatible with hardware :Heavy applications tend to hang devices.
History records of search :Common and frequently searched items/locations should feature as
history.
User friendly API:The application should be simple and easy to use .
Symbols over text :Symbols rather than text is helps convey the necessary at a glance.
Prices :Being a price sensitive country the prices on various item on theapplication eg. The maximum or minimum cost of a haircut at a
certain salon / parlor .
Maps to the destination :To make it easy provide a map that shows the exact position of the
item searched for.
The number of people interviewed to derive the above findings
On the basis of the interviews the following findings were arrived at
Common searched items at a glance Voice navigation Alerts of new places Should run on voice command Frequently updated Regional language
Since the application demanded areas/categories to be searched from under, the
various commonalities that emerged through the interviews were
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Gender specific search. Provide indoor maps to static spots eg. Airports
Form the deduced the next process was to elaborating the common searches and
by a process of brain storming and enquiring on what are the actual items people
would be looking for in an application i.e. search by search elaboration
The following are some of the areas that were considered
Technical platform Voice command
Map History GUI Speed/Buffering Platform Compatibility
Features (Information areas)
Entertainment Cinemas Plays Stage shows Live bands Discos Pubs Campaigns/ Events / Gathering Sports / Games Shopping
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( p r o d u c t ) f o r N e t w o r k 1 8 .
Food & Beverages Specialty restaurants Branded restaurants Local Street food
Events Corporate events Seminars Social gathering
Music concerts Health related events Food festivals Sporting events Family events
Shopping Street hopping Malls Gender specific boutiques Branded outlets Grocery shopping Season wise shopping
Hangouts Local places public interest Water parks
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Social joints Vacation/ Holiday spots
Hill station Resorts Outskirts of the city Other states
Service Hospitals
Salons/ parlors Educational institutions Library Spas
5.2.2 Questionnaire
With the assistance of the above deductions a questionnaire was
formulated it went as follows
Name : Age:
q1 Among the given mediums which would you prefer using the Internet from ?
a. Phones b. Computers c. Tablets d. Others
q2 Which platform offers you the best browsing experience ?
a.Ios b. Android c. Windows d.Others
q3 Do you have applications installed on your device ?
a. Yes b. No
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26 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
q4 What type of applicaton do you prefer ?
a. Net Based
b.
Offline
q5
Please rate the importance of the following modes of entertainment in terms of their
importance to you
Entertainment 1 2 3 4 5 6 7
Events
Shopping
Hangouts
Vacations/Holidays
Service
Food & Beverages *where 1-higest , 7-lowest
q6
How Often do you use applications installed on your device ?
a. Rarely b. Ocassionally c.Frequently d. One time use
q7 What are the basic features an application should have ?
1 2 3 4 5 6 7
Mapping
Platform
compatibility
GUI
Voice CommandsHistory
Speed/ Buffering
*where 1-
higest , 7-
lowest
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27 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
q8 Voice command as a feature ?
a. Very Essential b.Essential c. Not Essential d. Cannot Decid
q9 Do you have the voice command feature on your device?
a. Yes b. No
* If no, skip to question 13
q10 How many times have you used the voice command feature on your device ?
a. Often b. Ocassionally
c.
Rarely d. Never
e. Dont
Remember
q11 Under which given situation would you prefer using voice command ?
a. Driving
b. When it is possible to use hands to achieve the purpose
c.I would rather prefer using my hands
q12 Are you comfortable using voice command ?
a. Yes b. No
* If no the reason for the same
q13 You would prefer spending a short holiday with ?
a. Friends
b.
Family c. With a special someone d. By yourself
q14 How often do you holiday ?
a. Whenever I have an opportunity to
b. Depends on my schedule
c. Never miss out on any holiday
d. Prefer staying back at home
q15 Preferred get away destination on a small vacation ?
a. Withing Mumbai
b. Outskirts of Mumbai
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28 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
c. Neighboring States
d. Others
* If others please specify
q16 Preferred holiday spots ?
a. Resortsb. Picnic spots
c. Hill stations
d.Local places within the city
e. Others
*If others please specify
q17 What according to you is the best way to entertain yourself ?
a. Food b. Cinema
c. Concerts d. Exhibition
e. Socializing
f.
Others
Eatries
q18 Please rate the following in order of your preferences in places to eat at
1 2 3 4 5
Restaurants
Fast food
Caf
Road side joints
*where 1-
higest , 7-
lowest
Serivice
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29 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
q19 Rate in terms of places you would want to visit to get yourself pampered
1 2 3 4
Spas
Unisex salons
Gender specific salons/palors
Premier hair stylist
*where 1-
higest , 7-
lowest
Shopping
q20 Places you would like to shop at in an ascending order of preferences
1 2 3 4 5Malls
Street shopping
Local boutiques
Multibranded
outlets
Online shopping
*where 1-
higest , 7-
lowest
q2 State your opinion in form of your agreement or disagreement to the following comme
Q/R 1 2 3 4 5
Easy to find
Met needs
Easy to use
Satisfied with use
* 1- Agree , 5-Disagree
q22 How would you rate an application in terms of?
a. Usability
b. Features
c. Interface
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31 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
The total number of respondents prefer browsing through computers but make
use of cell phones for the same
Consumer behavior : From this the observations that emerges yields that internet
has become a necessity causing the internet to become a part and parcel of lives .
Devices like smartphones have been on an increase hence the smartphone
penetration has doubled also that this is seen as an opportunity for the
application industry hence the likes of android
Grph q2 : (rem)
And for the same the desired platform the respondents world prefer is Windows
though among males the platform usage after Windows is Ios .
Consumer Behavior: From the above analysis the conclusion I have arrived at is
that people prefer using / experiencing something new than that which theyalready are into using mainly our of redundancy
As most of the respondents are Android users yet they prefer using another
platform . Ios received more response among males and not much of a response
from females .
5
10
0
0
5
12
0
0
0 5 10 15 20 25
Phone
Computer
Tablet
Other
Number of respondents
Preferedmediumo
fb
rowsing
Mobile Internet Users
Female
Male
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32 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
Here marketers need to develop applications on a wide variety of platforms as the
user though would prefer using another medium other than their own for as like
its said The grass is greener on the other side. Yet the usage of Android is
preferred this goes to say that for a new idea to set it gains acceptance not
immediately but over a period of time.
The application usage is very high between both male and female. This thus goes
to show the potential for applications now that many use smartphones is
becomes almost like a mandate to own an application on one
Consumer Behavior : As from the secondary data (Nielsen) men install more
application than their female counterparts .
Like the above data justifies the same
The 20% of the females that dont have apps installed were older women
17
0
12
3
0 5 10 15 20 25 30 35
Yes
No
Respondents
Opin
ion
Application users
Male
Female
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33 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
68% of male respondents that prefer using net based applications in comparison
to 73% females . Thus justifying the secondary data than females make use of
online applications much more than men do. Also that people tend to believe thatsince the internet connects to the real world hence an application that would be
net based would not run the chance of getting outdated.
Recommendations:
Since the world is going online and users want little/no inconvenience to be
caused hence supporting relevant data. An app holding records of faulty numbers
or prices users would renderer it as not useful.
15
7
11
4
0 5 10 15 20 25 30
Net Based
Offline
Type of application
Male
Femle
1 0 15 5 55 7
10
7
15
56
35
6
63
5 3
2
514
1 22
242
3 21
313
1 2 1 1 1
0
5
10
15
20
25App preference
Rank 7
Rank 6
Rank 5
Rank 4
Rank 3
Rank 2
Rank 1
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34 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
Preferences
As according to the graph majority of the people prefer vacations as a medium of
entertaining themselves followed by hangouts , food & beverages
An application should be such that people should feel the need to browse through
it time and again
The above graph shows that men make more use more use of applications
installed on their devices on a whole
The usage pattern suggest 65% make use of applications more frequently .
0
5
10
15
20
Rarely Ocassionally Frequently One time use
Frequency of app usage
male
female
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35 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
47% (male and female) gave the highest preference to speed and buffering.
20% for GUI as the second most desired preference.
25% for Platform compatibility the third most desired preference.
History coming in at four with 20%
Recommendations:
Thus the application should focus on speed while keeping its interface rather
simpler and user friendly.
9 1011
4 5
19
62
8
84
4
4 10
1
6
6
2
63 8
5 7
24 4
1
44
0
02 1
1 4 0
31 2
42
5
Mapping Platform
compatiblity
GUI Voice
Commands
History Speed/
Buffering
App basic features
Rank 7
Rank 6
Rank 5
Rank 4
Rank 3
Rank 2
Rank 1
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36 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
Voice command as a feature
10%
38%40%
13%
Voice command feature usage
Very Essential
Essential
Not Essential
Cannot Decide
7%
18%
64%
11%
0%
Voice command usage
Often
Ocassionally
Rarely
Never
Dont Remember
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37 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
Recommendation:
From the above the analysis can be drawn that voice command isnt suitable for
the application.
Holiday/Vacation
64%
36%
Comfortable using voice command
Yes
No
55%30%
15%
0% Holiday with
Friend
Family
With someone special
By yourself
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38 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
From based upon the statistics questionnaire people would like going on short
holidays as a result of which the most preferred destination are on the outskirts
of Mumbai or within
40%
48%
8% 5%
Small vacation destinations
Within Mumbai
Outskirts of Mumbai
Neighbouring states
Others
23%
40%
25%
13%
0%
Preferred holiday spots
Resorts
Picnic spots
Hill stations
Local places within the
city
Others
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39 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
Majority respondents would like holidaying with friends and as a result of which
the application must include maximum number of picnic spots and resorts on the
application.
Eateries
47% of the respondents gave preference to restaurants followed by 40%
preferred fast food and 32% to road side joints thus based on the following
preferences this traces that the majority of searches on the application would befor restaurants.
Service
19
115
107
12
16
126
3
38
713
4
3 2
137
8
3 3 3 4
18
Restaurants Fast food Caf Road side
joints
Bar& Pubs
Eateries
Rank 5
Rank 4
Rank 3
Rank 2
Rank 1
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40 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
More preference must be given to spas as its found to have maximum number of
respondents.
Shopping
Application tangents
105 6
8
714
9 7
9
11
128
139
1216
Spas Unisex salons Gender specific
salons/palors
Premier hair
stylist
Service
Rank 4
Rank 3
Rank 2
Rank 1
20
8 711
8
7
18
5
8
6
52
17
7
2
58 7
9
8
2 3 3 4
15
Malls Street
Shopping
Local
boutiques
Multi
branded
outlets
Online
shopping
Shopping
Rank 5
Rank 4
Rank 3
Rank 2
Rank 1
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41 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
Above graph indicates that for an app to well except it needs to tangent on the
circle of requirements that the user wants.
Nature of apps
As seen in the above pie charts male prefer applications that are informative in
nature while women go in for applications of more fun in nature
13 1114
5
1211 6
14
57
6 9
7 9
99
3 13 1
Easy to find Meets needs Easy to use Satisfied with use
Application tangents
Rank 5
Rank 4
Rank 3
Rank 2
Rank 1
47%
71%
12%
12%
Male
Fun
Informative
Utility
Any Other 50%
0%
10%
10%
Female
Fun
Informative
Utility
Any Other
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42 | P a g e R e s e a r c h f o r a u t i l i t y b a s e d a p p l i c a t i o n
( p r o d u c t ) f o r N e t w o r k 1 8 .
Women use online apps substantially more than men, primarily for chat (Nielsen
Informate Mobile Insights)
The to males select an application on the basis of the features it has to offer
where as females use applications that are more usability oriented .
6.Finding and conclusion
The following can be concluded from the above interpretations.
Consumer usage:
32%
48%
8% 8%
4%
MaleUsability
Features
Interface
Populatiry
Platformcompatiblity
33%
0%
7%
7%
7%
FemaleUsability
Features
Interface
Populatiry
Platformcompatiblity
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complicated.Though interviews I learnd that people expect everything to be
served on a platter without realizing the limitations to technology.
Also as people may call research dry it isnt!.
It can be one of the most cretive fields .
Also that there are certain research biases as a result of which the some data
collected from field cannot be relied on. There is no method of making data
foolproof .
Many people on field do not examine questionnaire loyally.