innovative medium for outdoor advertising on highways

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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

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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

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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.

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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.

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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

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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

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__________________________________________________

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 – 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

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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%


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

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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%


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

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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

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Majority of the passengers who have mentioned their occupation as service reported they belong part of Lower management and

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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

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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

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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


0

Upto 15 minutes

15-30 minutes

More than 30 minutes


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 Responses in %

Upto 15 minutes 40 30 minutes 57

More than 30 minutes 3

527 Respondent

13%25%

52%

Fortnightly Monthly Occasionally


0 10 20 30 40 50 60

40%

57%

3%

% of Respondents


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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

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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

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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.

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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


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

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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


SBI home loanSBI car loan

Venkatesh BuildersVritti i-media

Others

0



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

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% 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


Manish jyotishPride asian builder


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

of 30

Kirti oil (25%), SBI


• 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


40% 60% 80% 100%

17

47

3

5

53

26

4

11

2

56

40

2

0

3

20

63

13

0


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• 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


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

of 30

BikanerFood HubFood Mall


• 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


40% 60% 80% 100%

20

50

25

3

7

42

33

11

11

60

27

2

0

0

11

60

30

0


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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


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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

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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 _____________________________________

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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?

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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?

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