gsm consumer in rural area usage pattern - marketing research
DESCRIPTION
Marketing Research Course ProjectTRANSCRIPT
Marketing Research Project
Usage and Attitude Measurement among telecom users in Shamk-e-
Bhattian
Mehwish Pervaiz (05_0370)
Aizaz Farooq (05_0373)
Nida Mubashir (05_0380)
Mariam Malik (05_0385)
Ume-Kalsum (05_0410)
Saad Munir (05_0411)
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Prepared By
Presentation Plan
Introduction
Methodology
Analysis Brand Awareness
Brand Usage
Brand Switching
Recommendations
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Introduction
Shamk-e-Bhattian (UC 123)
31 Km from Lahore towards Sahiwal.
Centralized houses
Means of Communication
Satellite view of Village
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Satellite View [SMKB UC123]
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Satellite View [SMKB UC123]
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Methodology
Survey
Area Sampling
Division of SMKB in to five Parts
Translation of survey in to Urdu
Surveyed 50 Respondents from SMKB
Area sampling on Satellite view
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Satellite View [SMKB UC123]
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Brand Awareness
Awareness of Mobile Companies
Brand Awareness
Chart showing awarness of telecom companies
0
20
40
60
80
100
120
telenor mobilink ufone paktel warid
moblie companies
Per
cent
age
male
female
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User of Different services
Chart showing usage of mobile and other Telecommunication services
0102030405060
PTCL andMobile
PTCLWireless
and mobile
PTCL Mobile PTCL andwireless
facilities
Per
cen
tag
e
male
female
Rating of Telenor
Chart showing ratings of telenor according to respondents perception
0.000.501.001.502.002.503.003.504.00
catagory
ratin
g (o
n sc
ale
of 5
)
Male
Female
Rating of Mobilink
Chart showing ratings of Mobilink according to respondents perception
0.000.501.001.502.002.503.003.504.00
Catagory
ratin
g(sc
ale of
5)
Male
Female
Rating of Ufone
Chart showing ratings of Ufone according to respondents perception
0.000.501.001.502.002.503.003.50
Cal
ling
char
ges
SM
S c
harg
es
MM
S C
harg
es
SM
S s
ervi
ces
MM
S s
ervi
ces
Goo
d af
ter s
ale
serv
ices
Con
nect
ivity
(Sig
nals
)
Imag
e
Ava
ilabi
lity(
Cov
era
ge)
category
Rat
e(sc
ale
of 5
)
Male
Female
Rating of Paktel
Chart showing ratings of Paktel according to Respondents perception
0.000.501.001.502.002.503.003.50
Cal
ling
char
ges
SMS
char
ges
MM
S C
harg
es
SMS
serv
ices
MM
S se
rvic
es
Goo
d af
ter s
ale
serv
ices
Con
nect
ivity
(Sig
nals
)
Imag
e
Avai
labi
lity(
Cov
erag
e)
Category
Rat
ing(
scal
e of
5)
Male
Female
Rating of Warid
Chart showing ratings of Warid according to respondents perception
0.000.501.001.502.002.503.003.50
category
rati
ng
(sca
le o
f 5)
Male
Female
Brand Usage
Users of Mobile Services
Users of Mobile Sevices
Telenor21%
Warid12%
Paktel2%
Ufone44%
Mobilink21%
Telenor
Mobilink
Ufone
Paktel
Warid
Users of Mobile Sevices
Telenor21%
Warid12%
Paktel2%
Ufone44%
Mobilink21%
Telenor
Mobilink
Ufone
Paktel
Warid
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Mobile service used by males and Females
Mobile Services used by Males and Females
0
10
20
30
40
50
60
Teleno
r
Mob
ilink
Ufone
Pakte
l
War
id
Mobile Services
Pe
rce
na
tge
of
ma
le/f
em
ale
us
ers
Male
Female
Mobile services used by individuals of different occupations
Users of Mobile Services in different Occupations
0
10
20
3040
50
60
70
Teleno
r
Mob
ilink
Ufone
Pakte
l
War
id
Mobile Services
Pe
rce
nta
ge
of
Us
ers Student
Job
Landlord
Housewife
Prepaid/Postpaid Services used by users of Mobile services
Prepaid/Postpaid Services used by Users of Mobile Services
0
10
20
30
40
50
60
Telenor Mobilink Ufone Paktel Warid
Mobile Services
Per
cen
tag
e o
f P
rep
aid
/Po
stp
aid
U
sers
Prepaid
Postpaid
Spending on prepaid services by income group
Monthly Spending on Prepaid Services by users
0
20
40
60
80
100
120
0<in
com
e<50
00
5001
<inco
me<
1000
0
1000
1<inc
ome<
20,0
00
20,0
01<i
ncom
e<30
,000
30,0
001
or a
bove
Income Range
Pe
rce
na
tge
of
Pre
pa
id S
erv
ice
U
se
rs
Less than Rs100
Between Rs100 and Rs500Between Rs500 and Rs1000More than Rs1000
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Spending on Postpaid services by income group
Spending on Postpaid Services by different Income Groups
0
20
40
60
80
100
120
0<in
com
e<50
00
5001
<inco
me<
1000
0
1000
1<inc
ome<
20,0
00
20,0
01<i
ncom
e<30
,000
30,0
001
or a
bove
Income Ranges
Pe
rce
nta
ge
o f
Po
stp
aid
Us
ers
Less thanRs 100
BetweenRs 100and Rs500BetweenRs 500and Rs1000More thanRs 1000
Reasons for using Telenor
Chart showing reasons for using Telenor Services
0
20
40
60
80
100
120
Low callingcharges
Low SMScharges
Good SMSservices
Good after saleservices
Calls are easilyconnected
Good image
Reasons
Perc
enta
ge O
f Use
rs
male percentage
female percentage
Reasons for using Mobilink
Chart showing reasons for using Mobilink
020406080
100120
Low callingcharges
Low SMScharges
Good SMSservices
Good after saleservices
Calls are easilyconnected
Good image
Reasons
Per
cent
age
Of U
sers
percentage male
female percentage
Reasons for using Ufone
Chart showing reasons for Using Ufone
0
20
40
60
80
100
120
Low
callin
gch
arge
s
Low
SMS
char
ges
Low
MM
Sch
arge
s
Goo
d SM
Sse
rvice
s
Goo
d M
MS
serv
ices
Goo
d af
ter
sale
serv
ices
Calls
are
easil
yco
nnec
ted
Goo
dim
age
Avai
labi
lityin
the
area
Reasons
Perc
enta
ge o
f Use
rs
female percentage
male percentage
Reasons for using Paktel
Chart showing reasons for using Paktel
05
10152025
Low
callin
gch
arge
s
Low
SMS
char
ges
Low
MM
Sch
arge
s
Goo
d SM
Sse
rvice
s
Goo
d M
MS
serv
ices
Goo
d af
ter
sale
serv
ices
Calls
are
easil
yco
nnec
ted
Goo
dim
age
reasons
perc
enta
ge male percentage
female percentage
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Reasons for using Warid
Chart showing reasons for using Warid
020406080
100120
Low callingcharges
Low SMScharges
Good SMSservices
Good aftersale
services
Goodimage
reasons
perc
enta
ge male percentage
female percentage
Brand Switching
Reasons for Brand Switching
Chart showing reasons for switching different Brands of Telecom
0
20
40
60
80
100
120
High CallingCharges
High SMSCharges
Low qualitySMS Services
Low qualityAfter SaleServices
Calls aren'teasily
connected
LowAvailability in
the area
reasons for switching
perc
enta
ge o
f Use
rs
telenor
Mobilink
ufone
Paktel
warid
Recommendations and Conclusions
Awareness among Respondents
Brand Usage
Brand Switching
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© Copyrights. All rights reserved by Saad Munir
Presentation Ended
H u r r a H ‘s Creativity
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GLIMPSE
SHAMK-E-BHATIAN
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H u r r a H ‘s Creativity