Success Drivers of IPL

Market Research: Interim Report

Submitted By: PGPM- ner!y "#$"-$% &bhinav Gupta P$"$##' &rpita Sin!h P$"$#$" Parita Rathi P$"$#%' Piyush Pande P$"$#%( Sundar Ra)an P$"$#*+

Great Lakes Institute of Mana!ement, Gur!aon

Literature Review for IPLs drivers

IPL is a -.enty"# cricket tournament inau!urated in "##/, often credited .ith bein! the institution that pro)ected the -.enty"# format of the !ame onto the .or0d sta!e1 In an opinion po00 2- 3"#$'4, opinions .ere taken from its readers on factors such as perception of IPL amon! IPL .atchers and IPL non-.atchers, perceived advanta!es and disadvanta!es of IPL, Issues re0ated to IPL and their effects, 0oya0ty to.ards the specific c0ubs of IPL and the .atchin! trends of IPL amon! different forms or hi!h fever matches in India1 -his !ives a perception of 0ike0y trend of opinions that are common amon! the fo00o.ers and detractors of IPL1 In a case study by IPL 3"##+4, it .as sho.n that -.enty"# form of cricket .as the most preferred form of cricket overa00 .ith ma5imum in the a!e !roup of $*-"6, -7R for India in Internationa0 cricket .as ma5imum for I88 .or0d -.enty"# India matches compared to the avera!e -7R for the tournament and even other India matches durin! the same year, competitive pay packa!e avai0ab0e to p0ayers .ith respective to their nationa0 team9s pay packa!e1 -hese pay packa!e has pu00ed internationa0 p0ayers to the e5tent that certain p0ayers have started puttin! in their best efforts reserved for IPL and makin! the IPL matches interestin!1 &s per study by :endick, Ba0sara 3"#$$4, revenue distribution of IPL teams is '/; from centra0 broadcastin!, ""; from team sponsorship, $(; from centra0 sponsorship, $(; from !ate receipts .hereas pri<e money is the 0east contributin! component to the IPL team9s revenue1 In this same study, it has a0so been found that IPL has been found that *#; of Indian cricket -7 vie.ership is by ma0es a!ed above $( years and IPL has been particu0ar0y effective at 0evera!in! di!ita0 media to 0icense di!ita0 content1 -hus media of vie.ership is a0so a success factor in drivin! IPL1 Debiprasad Mukher)ee 3"##64 in his paper =Impact of ce0ebrity endorsement on brand ima!e> had observed that usin! ce0ebrity endorsement has become a usua0 tactics not on0y to attract customers but a0so to estab0ish a stron! association bet.een the product and the endorser .hich can observed in franchise of IPL1 2yde, 8hristopher? Pritchard, &drian 3"##64 in their paper =-.enty "# cricket: an e5amination of the critica0 success factors in the deve0opment of the competition> studied the usefu0ness of the three strate!ic factor mode0 3competition timin!, .eather, saturation in terms of 0en!th of the competition and cro.d invo0vement @ conte5tua0 issues14 as bein! an effective frame.ork for sports marketers to p0an ne. product introductions1

Qualitative Research
Aua0itative Research for =Success Drivers of Indian Premier Lea!ues .as done usin! the fo00o.in! methods: In-Depth &na0ysis Bocus Group Method

-here .ere seven intervie.s conducted for the in-depth approach to !ive a c0ear insi!ht into .hat the vie.ers actua00y 0ike and dis0ike about IPL1 IPL bein! of the t.enty-t.enty format .as the ma)or factor that peop0e 0iked it- -he fact that the match !ot over in not more than % hours and a0so it .as bein! te0ecasted at the prime time .hen peop0e are home after office1 Cne of the intervie.ee .as attracted to IPL because of the contests associated to it that the sponsors come up .ith, thou!h many did not 0ike the idea of a sponsor9s name bein! associated .ith a four or a si51 -he vie.ers9 interest .as a0so ma)or0y setback by the scanda0s associated .ith IPL, first the La0it Modi case and then the spot fi5in! scanda01 Cne of the most !enera0 ideas shared amon! these intervie.s .as re!ardin! the )in!0es and anthems that each participatin! team comes up .ith1 Most of the peop0e thou!h remained very neutra0 to these )in!0es and anthems but sure0y found them catchy1 &0so amon! the common thou!ht .as the cheer0eadin!, many of the intervie.ees thou!ht that cheer0eadin! did nothin! but added to the !0amour and that their vie.in! the match .ou0d not rea00y be affected by the absence or the presence of the cheer0eaders1 -here .as one Bocus Group .hich consisted of five intervie.ees1 -he most hi!h0i!hted point in this discussion .as the biddin! process of the p0ayers1 -hou!h most of the intervie.ees in the in-depth method found the method to be fair and be0ieved that it !ave an e5posure to the risin! youn! ta0ent in the country, the focus !roup thou!ht, that the biddin! procedure .as a0so very encoura!in! to the present p0ayers to .ork and perform .e001 -he !roup be0ieved that it .as a .onderfu0 idea to 0et a team identify itse0f .ith % p0ayers .ho .ou0d stay .ith the team a00 a0on!, and the rest be decided on the basis of biddin!1 &0so, it came into focus, that peop0e 0ike to .atch IPL .ith their friends, be it their or friend9s home or at a c0ub screenin!, but IPL becomes a point over .hich they share ideas on and are ab0e to bond .e001 Basica00y, as per them, IPL is en)oyed more .ith friends than sittin! at home and .atchin! the match a0one1 Most of the members of this !roup a0so 0iked the fact that the members of a sin!0e team comes from teams of opposin! teams1 -he hi!h0i!ht .as .hen &ndre. Symonds and 2arbha)an Sin!h p0ayed for the same time after the Monkey-Gate fi!ht1 Justification of the said Qualitative Analysis Tool : -he said methods .ere chosen for the Dua0itative ana0ysis because bein! in a mana!ement schoo0 .here many of the students fo00o. IPL re!u0ar0y, these methods .ere Duite feasib0e1 -he In-Depth Method .as chosen as it he0ps it he0ps in !ettin! detai0ed information and understandin! more accurate0y the thou!hts of the vie.ers1 &s it has on0y sin!0e participant, it becomes easy for the intervie.er to concentrate on the intervie.ee and understand more about their opinions1 &0so, the fact that this process e0iminated !roup bias and a00o.ed the participant to present hisEher thou!ht .ithout bein! shado.ed by another9s1 -he Bocus Group method .as chosen as it more of a discussion and more f0e5ibi0ity and spontaneity is invo0ved, it cou0d brin! out uncover the points that .ere not yet pondered upon durin! the in depth intervie.s1 -hou!h it took 0ess time than one-to-one intervie.s and as participants shared a common interest

to.ards IPL, they .ere more free ta0kin! and much 0ess conscious of themse0ves .hich a00o.ed free-f0o. of thou!hts1

Hypothesis
$1 IPL1 b1 2a F Shorter duration of the !ame affects the vie.ership of IPL1 "1 BreD of .atchin! IPL at stadium and shorter duration of !ame a1 2# F Shorter duration of the !ame doesn9t affect .atchin! IPL matches at stadium b1 2a F Shorter duration of the !ame affects .atchin! IPL matches at stadium '1 8hoosin! IPL over other sho.s and shorter duration of !ame a1 2# F Shorter duration of the !ame doesn9t affect .atchin! IPL matches over other sho.s b1 2a F Shorter duration of the !ame affects .atchin! IPL matches over other sho.s %1 Bo00o. IPL on Socia0 Media and shorter duration of !ame a1 2# F Shorter duration of the !ame doesn9t affect the activity on socia0 media of IPL b1 2a F Shorter duration of the !ame affects the activity on socia0 media of IPL (1 BreD of .atchin! IPL and entertainmentEhumor a1 2# F ntertainmentE2umor doesn9t affect the vie.ership of IPL1 b1 2a F ntertainmentE2umor affects the vie.ership of IPL1 *1 BreD of .atchin! IPL at stadium and ntertainmentE2umor a1 2# F ntertainmentE2umor doesn9t affect .atchin! IPL matches at stadium b1 2a F ntertainmentE2umor affects .atchin! IPL matches at stadium +1 8hoosin! IPL over other sho.s and ntertainmentE2umor a1 2# F ntertainmentE2umor doesn9t affect .atchin! IPL matches over other sho.s b1 2a F ntertainmentE2umor affects .atchin! IPL matches over other sho.s /1 Bo00o. IPL on Socia0 Media and ntertainmentE2umor a1 2# F ntertainmentE2umor doesn9t affect the activity on socia0 media of IPL b1 2a F ntertainmentE2umor affects the activity on socia0 media of IPL 61 BreD of .atchin! IPL and &!!ressive marketin! of IPL a1 2# F &!!ressive marketin! of IPL doesn9t affect its vie.ership1 b1 2a F &!!ressive marketin! of IPL affects its vie.ership1 $#1 BreD of .atchin! IPL at stadium and &!!ressive marketin! of IPL a1 2# F &!!ressive marketin! of IPL doesn9t affect .atchin! matches at stadium b1 2a F &!!ressive marketin! of IPL affects .atchin! matches at stadium $$1 8hoosin! IPL over other sho.s and &!!ressive marketin! of IPL a1 2# F &!!ressive marketin! of IPL doesn9t affect .atchin! matches over other sho.s b1 2a F &!!ressive marketin! of IPL affects .atchin! matches over other sho.s BreD of .atchin! IPL and shorter duration of !ame a1 2# F Shorter duration of the !ame doesn9t affect the vie.ership of

$"1 Bo00o. IPL on Socia0 Media and &!!ressive marketin! of IPL a1 2# F &!!ressive marketin! of IPL doesn9t affect its activity on socia0 media b1 2a F &!!ressive marketin! of IPL affects its activity on socia0 media $'1 BreD of .atchin! IPL and &!!ressive marketin! of sponsors a1 2# F &!!ressive marketin! of sponsors doesn9t affect the vie.ership of IPL1 b1 2a F &!!ressive marketin! of sponsors affects the vie.ership of IPL1 $%1 BreD of .atchin! IPL at stadium and &!!ressive marketin! of sponsors a1 2# F &!!ressive marketin! of sponsors doesn9t affect .atchin! IPL matches at stadium b1 2a F &!!ressive marketin! of sponsors affects .atchin! IPL matches at stadium $(1 8hoosin! IPL over other sho.s and ntertainmentE2umor a1 2# F &!!ressive marketin! of sponsors doesn9t affect .atchin! IPL matches over other sho.s b1 2a F &!!ressive marketin! of sponsors affects .atchin! IPL matches over other sho.s $*1 Bo00o. IPL on Socia0 Media and &!!ressive marketin! of sponsors a1 2# F &!!ressive marketin! of sponsors doesn9t affect the activity on socia0 media of IPL b1 2a F &!!ressive marketin! of sponsors affects the activity on socia0 media of IPL $+1 BreD of .atchin! IPL and -ime 8onvenience 3sho.case at prime time4 a1 2# F -ime 8onvenience doesn9t affect the vie.ership of IPL1 b1 2a F -ime 8onvenience affects the vie.ership of IPL1 $/1 BreD of .atchin! IPL at stadium and -ime 8onvenience a1 2# F -ime 8onvenience doesn9t affect .atchin! IPL matches at stadium b1 2a F -ime 8onvenience affects .atchin! IPL matches at stadium $61 8hoosin! IPL over other sho.s and -ime 8onvenience a1 2# F -ime 8onvenience doesn9t affect .atchin! IPL matches over other sho.s b1 2a F -ime 8onvenience affects .atchin! IPL matches over other sho.s "#1 Bo00o. IPL on Socia0 Media and -ime 8onvenience a1 2# F -ime 8onvenience doesn9t affect the activity on socia0 media of IPL b1 2a F -ime 8onvenience affects the activity on socia0 media of IPL "$1 BreD of .atchin! IPL and association of ce0ebrities a1 2# F association of ce0ebrities doesn9t affect the vie.ership of IPL1 b1 2a F association of ce0ebrities affects the vie.ership of IPL1 ""1 BreD of .atchin! IPL at stadium and association of ce0ebrities a1 2# F association of ce0ebrities doesn9t affect .atchin! IPL matches at stadium b1 2a F association of ce0ebrities affects .atchin! IPL matches at stadium "'1 8hoosin! IPL over other sho.s and association of ce0ebrities a1 2# F association of ce0ebrities doesn9t affect .atchin! IPL matches over other sho.s

b1 2a F association of ce0ebrities affects .atchin! IPL matches over other sho.s "%1 Bo00o. IPL on Socia0 Media and association of ce0ebrities a1 2# F association of ce0ebrities doesn9t affect the activity on socia0 media of IPL b1 2a F association of ce0ebrities affects the activity on socia0 media of IPL "(1 BreD of .atchin! IPL and Peer pressure 3 n)oyin! .ith friendsEfami0y4 a1 2# F Peer pressure doesn9t affect the vie.ership of IPL1 b1 2a F Peer pressure affects the vie.ership of IPL1 "*1 BreD of .atchin! IPL at stadium and Peer pressure a1 2# F Peer pressure doesn9t affect .atchin! IPL matches at stadium b1 2a F Peer pressure affects .atchin! IPL matches at stadium "+1 8hoosin! IPL over other sho.s and Peer pressure a1 2# F Peer pressure doesn9t affect .atchin! IPL matches over other sho.s b1 2a F Peer pressure affects .atchin! IPL matches over other sho.s "/1 Bo00o. IPL on Socia0 Media Peer pressure a1 2# F Peer pressure doesn9t affect the activity on socia0 media of IPL b1 2a F Peer pressure affects the activity on socia0 media of IPL "61 BreD of .atchin! IPL and Summer vacation a1 2# F Summer vacation doesn9t affect the vie.ership of IPL1 b1 2a F summer vacation affects the vie.ership of IPL1 '#1 BreD of .atchin! IPL at stadium and summer vacation a1 2# F summer vacation doesn9t affect .atchin! IPL matches at stadium b1 2a F summer vacation affects .atchin! IPL matches at stadium '$1 8hoosin! IPL over other sho.s and summer vacation a1 2# F summer vacation doesn9t affect .atchin! IPL matches over other sho.s b1 2a F summer vacation affects .atchin! IPL matches over other sho.s '"1 Bo00o. IPL on Socia0 Media summer vacation a1 2# F summer vacation doesn9t affect the activity on socia0 media of IPL b1 2a F summer vacation affects the activity on socia0 media of IPL ''1 BreD of .atchin! IPL and 8ontroversies a1 2# F 8ontroversies doesn9t affect the vie.ership of IPL1 b1 2a F 8ontroversies affects the vie.ership of IPL1 '%1 BreD of .atchin! IPL at stadium and 8ontroversies a1 2# F 8ontroversies doesn9t affect .atchin! IPL matches at stadium b1 2a F 8ontroversies affects .atchin! IPL matches at stadium '(1 8hoosin! IPL over other sho.s and 8ontroversies a1 2# F 8ontroversies doesn9t affect .atchin! IPL matches over other sho.s b1 2a F 8ontroversies affects .atchin! IPL matches over other sho.s '*1 Bo00o. IPL on Socia0 Media and 8ontroversies a1 2# F 8ontroversies doesn9t affect the activity on socia0 media of IPL b1 2a F 8ontroversies affects the activity on socia0 media of IPL

'+1 BreD of .atchin! IPL and Risin! youn! ta0ent a1 2# F Risin! youn! ta0ent doesn9t affect the vie.ership of IPL1 b1 2a F Risin! youn! ta0ent affects the vie.ership of IPL1 '/1 BreD of .atchin! IPL at stadium and Risin! youn! ta0ent a1 2# F Risin! youn! ta0ent doesn9t affect .atchin! IPL matches at stadium b1 2a F Risin! youn! ta0ent affects .atchin! IPL matches at stadium '61 8hoosin! IPL over other sho.s and Risin! youn! ta0ent a1 2# F Risin! youn! ta0ent doesn9t affect .atchin! IPL matches over other sho.s b1 2a F Risin! youn! ta0ent affects .atchin! IPL matches over other sho.s %#1 Bo00o. IPL on Socia0 Media and Risin! youn! ta0ent a1 2# F Risin! youn! ta0ent doesn9t affect the activity on socia0 media of IPL b1 2a F Risin! youn! ta0ent affects the activity on socia0 media of IPL %$1 -7 b1 2a F &ctivity on socia0 media affects the vie.ership of IPL on -7 Bo00o. IPL on Socia0 Media and 7ie.ership of IPL a1 2# F &ctivity on socia0 media doesn9t affect the vie.ership of IPL on

Dependent and Independent Varia les with their !cales

Independent Varia les DV !cale Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 IV !cale Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0

Dependent Varia les BreD of .atchin! IPL at -7 BreD of .atchin! IPL at -7 BreD of .atchin! IPL at Stadium BreD of .atchin! IPL at Stadium 8hoosin! IPL over diff sho.s 8hoosin! IPL over diff sho.s

Shorter Bormat Shorter Bormat

Shorter Bormat Shorter Bormat

Shorter Bormat Shorter Bormat

Bo00o. Socia0 Media Bo00o. Socia0 Media BreD of .atchin! IPL at -7 BreD of .atchin! IPL at -7 BreD of .atchin! IPL at Stadium BreD of .atchin! IPL at Stadium 8hoosin! IPL over diff sho.s 8hoosin! IPL over diff sho.s

Shorter Bormat Shorter Bormat

ntertainmentE2umor ntertainmentE2umor

ntertainmentE2umor ntertainmentE2umor

ntertainmentE2umor ntertainmentE2umor

Bo00o. Socia0 Media Bo00o. Socia0 Media BreD of .atchin! IPL at -7 BreD of .atchin! IPL at -7

ntertainmentE2umor ntertainmentE2umor

&!!ressive mkt! of IPL &!!ressive mkt! of IPL

BreD of .atchin! IPL at Stadium BreD of .atchin! IPL at Stadium 8hoosin! IPL over diff sho.s 8hoosin! IPL over diff sho.s

&!!ressive mkt! of IPL &!!ressive mkt! of IPL

Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin

Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina

&!!ressive mkt! of IPL &!!ressive mkt! of IPL

Bo00o. Socia0 Media Bo00o. Socia0 Media BreD of .atchin! IPL at -7 BreD of .atchin! IPL at -7 BreD of .atchin! IPL at Stadium BreD of .atchin! IPL at Stadium 8hoosin! IPL over diff sho.s 8hoosin! IPL over diff sho.s

&!!ressive mkt! of IPL &!!ressive mkt! of IPL &!!ressive mkt! of sponsors &!!ressive mkt! of sponsors &!!ressive mkt! of sponsors &!!ressive mkt! of sponsors &!!ressive mkt! of sponsors &!!ressive mkt! of sponsors &!!ressive mkt! of sponsors &!!ressive mkt! of sponsors

Bo00o. Socia0 Media Bo00o. Socia0 Media BreD of .atchin! IPL at -7 BreD of .atchin! IPL at -7 BreD of .atchin! IPL at Stadium BreD of .atchin! IPL at Stadium 8hoosin! IPL over diff sho.s 8hoosin! IPL over diff sho.s Bo00o. Socia0 Media

-ime 8onvenience -ime 8onvenience

-ime 8onvenience -ime 8onvenience

-ime 8onvenience -ime 8onvenience -ime 8onvenience

Bo00o. Socia0 Media BreD of .atchin! IPL at -7 BreD of .atchin! IPL at -7 BreD of .atchin! IPL at Stadium BreD of .atchin! IPL at Stadium 8hoosin! IPL over diff sho.s 8hoosin! IPL over diff sho.s

-ime 8onvenience &ssociation of ce0ebrities &ssociation of ce0ebrities &ssociation of ce0ebrities &ssociation of ce0ebrities &ssociation of ce0ebrities &ssociation of ce0ebrities &ssociation of ce0ebrities &ssociation of ce0ebrities

a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0

0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0

Bo00o. Socia0 Media Bo00o. Socia0 Media BreD of .atchin! IPL at -7 BreD of .atchin! IPL at -7 BreD of .atchin! IPL at Stadium BreD of .atchin! IPL at Stadium 8hoosin! IPL over diff sho.s 8hoosin! IPL over diff sho.s

Peer Pressure Peer Pressure

Peer Pressure Peer Pressure

Peer Pressure Peer Pressure

Bo00o. Socia0 Media Bo00o. Socia0 Media BreD of .atchin! IPL at -7 BreD of .atchin! IPL at -7 BreD of .atchin! IPL at Stadium

Peer Pressure Peer Pressure

Summer 7acation Summer 7acation

Summer 7acation

BreD of .atchin! IPL at Stadium 8hoosin! IPL over diff sho.s 8hoosin! IPL over diff sho.s

Summer 7acation

Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin a0 Crdin

Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina 0 Crdina

Summer 7acation Summer 7acation

Bo00o. Socia0 Media Bo00o. Socia0 Media BreD of .atchin! IPL at -7 BreD of .atchin! IPL at -7 BreD of .atchin! IPL at Stadium BreD of .atchin! IPL at Stadium 8hoosin! IPL over diff sho.s 8hoosin! IPL over diff sho.s

Summer 7acation Summer 7acation

8ontroversies 8ontroversies

8ontroversies 8ontroversies

8ontroversies 8ontroversies

Bo00o. Socia0 Media Bo00o. Socia0 Media BreD of .atchin! IPL at -7 BreD of .atchin! IPL at -7 BreD of .atchin! IPL at Stadium BreD of .atchin! IPL at Stadium 8hoosin! IPL over diff sho.s 8hoosin! IPL over diff sho.s

8ontroversies 8ontroversies

Risin! Goun! -a0ent Risin! Goun! -a0ent

Risin! Goun! -a0ent Risin! Goun! -a0ent

Risin! Goun! -a0ent Risin! Goun! -a0ent

Bo00o. Socia0 Media Bo00o. Socia0 Media

Risin! Goun! -a0ent Risin! Goun! -a0ent

a0

Bo00o. IPL on Socia0 Media and 7ie.ership of IPL Bo00o. IPL on Socia0 Media and 7ie.ership of IPL

Crdin a0 Crdin a0

Crdina 0 Crdina 0

Questionnaire
$1 Do you .atch IPLH a1 Ges b1 :o "1 2o. often do you .atch IPLH a1 7ery Cften b1 Cften c1 Sometimes d1 Rare0y e1 :ever '1 2o. often do you !o and .atch IPL matches at stadiumH a1 7ery Cften 3 veryday4 b1 Cften 3Cnce in c1 Sometimes d1 Rare0y e1 :ever %1 Do you fo00o. IPL on any socia0 media 3BB, -.itter, Goutube, etc14 a1 7ery Cften 3 veryday4 b1 Cften 3more than " times a .eek4 c1 Sometimes 3once in a .eek4 d1 Rare0y 3once in " .eeks4 e1 :ever (1 Iou0d you prefer to .atch other sho.s such as JB8, Bi! Boss, 8omedy 8ircus, Dai0y Soaps etc1 instead of IPLH a1 Ges b1 :o *1 2o. often .ou0d you 0eave other form of entertainment sho.s and .atch IPLH a1 7ery Cften b1 Cften c1 Sometimes

d1 Rare0y e1 :ever +1 P0ease rate the fo00o.in! factors .hich he0p keep you interested in .atchin! IPL 3Cne option for each factor41 "actor ntertainm ent and 2umor &ssociation of forei!n p0ayer &ssociation of ce0ebrities Shorter format of the !ame -ime convenienc e 3Sho.case at prime time4 2e0d durin! summer vacation Indian cricketers performin! 0ive Risin! youn! ta0ent &!!ressive Marketin! 3Brandin! and Promotion4 F IPL &!!ressive Marketin! 3Brandin! #ost Li$ely Li$ely %eutral &nli$ely #ost &nli$ely

and Promotion4 F Sponsors n)oyin! .ith friendsEfami 0y

8. Which is your favourite IPL team?

a. b. c. d. e. f. . h. i. CSK MI SRH KP KKR DD RR PWI RC!

61 2o. often do you .atch matches apart from your favorite IPL teamH
a. b. c. d. e. "ery #fte$ #fte$ Sometimes Rare%y &ever

$#1Se5: $$1&!e:

Ma0e Be0o. $/

Bema0e $/-'( '(-(# (# @ above Businessman

$"1Cccupation: Student Retired

2ome Maker Iorkin!

Proposed #ethod
It is proposed to carry out the Market Research on =Success Drivers of Indian Premier Lea!ue> throu!h the !urvey 'ethod1 -his method has been proposed because, present0y, Indian Premier Lea!ue matches are not takin! p0ace as they take p0ace durin! the months of &pri0 and May annua00y1 -his takes from us the opportunity to take an 5perimentation based approach for the reDuired market survey1 Second0y, the survey .ou0d a00o. us to understand the audience and vie.ership better in terms of interest of the audience on .hether they .atch the matches because of the ce0ebrities, contests associated or cricket1 &0so it .ou0d he0p us to kno. .hether the so0e factor of the success of IPL is it bein! te0ecasted at prime time and bein! conducted durin! summer vacations or not1 2ence, Survey method is suited as this .ou0d !ive us more insi!hts to understand the opinion and participation of the vie.ers1