viacom 18 summer project

8/12/2019 Viacom 18 summer project

1/44

1 | 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 .

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


2/44



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


3/44



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.


4/44



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


5/44



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


6/44



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


7/44



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/


8/44



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


9/44



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.


10/44



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/


11/44



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.


12/44



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


13/44



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


14/44



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


15/44



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


16/44



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/


17/44



App usage now occupies a significant chunk of online time


18/44



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


19/44



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


20/44



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 :


21/44



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


22/44


23/44



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


24/44



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


25/44



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


26/44



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


27/44



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


28/44



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


29/44



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


30/44


31/44



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


32/44



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


33/44



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


34/44



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


35/44



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


36/44



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


37/44



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


38/44



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


39/44



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


40/44



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


41/44



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


42/44



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


43/44


44/44

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.

viacom 18 summer project

Documents