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,Company Network 18. Month -7 Year -2013

1|Page

Research for a utility based application (product) for Network 18.

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

2|Page

Research for a utility based application (product) for Network 18.

1. Acknowledgement
Many 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.

3|Page

Research for a utility based application (product) for Network 18.

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

4|Page

Research for a utility based application (product) for Network 18.

2. Executive Summary
Human resource management (HRM, or simply HR) is the management of an organization's workforce, or human resources. It is responsible for the attraction, selection, training, assessment, and rewarding of employees, while also overseeing organizational leadership and culture and 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.

5|Page

Research for a utility based application (product) for Network 18.

3.Company Profile
The Network18 Group is a media and entertainment company with interests in television, internet, films, e-commerce, magazines, mobile content and allied businesses. 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 channels Colors, 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 and bookmyshow.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
6|Page Research for a utility based application (product) for Network 18.

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, CNBC Awaaz, 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 and BookMyShow.com Newswire18-major real-time financial information and news terminal provider. Viacom18- entertainment channels Colors, 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 6th April 2008. In collaboration with Forbes Inc.
7|Page Research for a utility based application (product) for Network 18.

Fortnightly magazine. Joint Venture between Network 18 and A+E Networks. Operates History TV18 . English, Bengali, Hindi, Marathi, Tamil, Telegu, Gujrati, Urdu. CNN-IBN-JV between Global Broadcasters News and Time Warner. IBN-7started 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 television channels from both the networks across analogue and digital platforms. In 2010 JV between SUN network and TV 18 happened. SUN18 Media Services 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

8|Page Research for a utility based application (product) for Network 18.

 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 site Ticketgreen.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 in the Indian Film Company Limited, an AIM, London-listed producer of blockbuster Bollywood films.

9|Page

Research for a utility based application (product) for Network 18.

4. Introduction to the application industry

The application industry The three largest domains for regional apps in India are instant messaging, gaming and entertainment, and online newspapers. A new report 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 as efforts 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 and laptop users, the future of apps is very bright. The number of active mobile subscribers in the country is about 700 million . Room for growth

10 | P a g e

Research for a utility based application (product) for Network 18.

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.

11 | P a g e

Research for a utility based application (product) for Network 18.

Problem Statement Statement of the research problem pursued : To study the utility based product for network 18

Methodology adopted : 1. Secondary research 2. Primary research 2.1.Qualitative research 2.1.1. Interviews 2.2.Quantitative research 2.2.1. Questionnaire

12 | P a g e

Research for a utility based application (product) for Network 18.

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 than primary research, where data is collected from, for example, research subjects or experiments. 2. The term is widely used in medical research, legal research, and in market research. 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 meta13 | P a g e Research for a utility based application (product) for Network 18.

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 reuse by a second party of any data collected by a first party or parties. 4. In archaeology and landscape history, desk research is contrasted with fieldwork. 5. Sometimes secondary research is required in the preliminary stages of research 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 original sources, 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 internet population 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

14 | P a g e

Research for a utility based application (product) for Network 18.

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 the Times 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.

15 | P a g e

Research for a utility based application (product) for Network 18.

 Tablet shipments have surpassed PCs & Notebook in Q4 2012, just three years after the introduction of tablets. Theres no specific information about tablet penetration in India. More than 50% of Indian respondents indicated that they share everything or most 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 recent report India still has has 137 million Internet users, recording a 26% growth year-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 had reported 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)

16 | P a g e

Research for a utility based application (product) for Network 18.

App usage now occupies a significant chunk of online time

17 | P a g e

Research for a utility based application (product) for Network 18.

59% of searches are now for Apps

5.2 Primary research :

Primary research refers 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

18 | P a g e

Research for a utility based application (product) for Network 18.

1. Interviews: Interviews are the useful method; if persons personal information 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 observing the 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 of questions that will be asked from respondents. (Walliman, 2005).But sometimes respondents do not give correct information. And researcher can also do manipulations in information that is obtained. 4. Focus Group: In this method five to eight members sit together and discuss the 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 of questionnaires to the respondents. It avoids the traveling cost and also consume less time. 6. Sampling: It is done when new product is launched in the market. Samples of 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 of type 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
19 | P a g e Research for a utility based application (product) for Network 18.

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 :
20 | P a g e Research for a utility based application (product) for Network 18.

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 the application 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

21 | P a g e

Research for a utility based application (product) for Network 18.

Restaurants Medical shops Cinemas Common hang out places Book shops Religious sites

Also some people stated the following in their interview Specifications eg. In case of restaurants detailed search of veg and nonveg restaurants Focusing on the price as a category of search Alerts to new places Voice navigation Voice command The common searches should be archived and maintained on another sheet. In case of hotels , provide rating and also suggestions to popular places Specific search ( pizza, confectionary etc.) Search according to areas Device should not crash or often hang Quick search Area wise popularity (eg. Local places within a given area which are popular) Regular checks on data i.e. irrelevant data such as contact numbers that are incorrect. Frequent updates if necessary In case a desired shop isnt in the vicinity a referral to another place outside the given vicinity. If Mac Donalds is not within in Chinchpokli then a referral to one in the neighboring vicinity. Also according to shifts hotels or restaurants open at specific hours.
22 | P a g e Research for a utility based application (product) for Network 18.

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
Research for a utility based application (product) for Network 18.

23 | P a g e

 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

24 | P a g e Research for a utility based application (product) for Network 18.

 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 : q1 q2 Age:

Among the given mediums which would you prefer using the Internet from ? a. Phones b. Computers c. Tablets d. Others Which platform offers you the best browsing experience ? a.Ios b. Android c. Windows Do you have applications installed on your device ? a. Yes b. No
25 | P a g e Research for a utility based application (product) for Network 18.

d.Others

q3

q4

What type of applicaton do you prefer ? b. a. Net Based Offline Please rate the importance of the following modes of entertainment in terms of their importance to you Entertainment Events Shopping Hangouts Vacations/Holidays Service Food & Beverages 1 2 3 4 5 6 7

q5

*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 Mapping Platform compatibility GUI Voice Commands History Speed/ Buffering *where 1higest , 7lowest
26 | P a g e Research for a utility based application (product) for Network 18.

q8

Voice command as a feature ? a. Very Essential b.Essential

c. Not Essential

d. Cannot Decide

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 ? c. e. Dont a. Often b. Ocassionally Rarely d. Never 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 ? b. a. Friends 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
27 | P a g e Research for a utility based application (product) for Network 18.

c. Neighboring States d. Others * If others please specify q16 Preferred holiday spots ? a. Resorts b. 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 f. e. Socializing Others

Eatries q18 Please rate the following in order of your preferences in places to eat at 1 Restaurants Fast food Caf Road side joints *where 1higest , 7lowest Serivice
28 | P a g e Research for a utility based application (product) for Network 18.

q19 Rate in terms of places you would want to visit to get yourself pampered 1 Spas Unisex salons Gender specific salons/ palors Premier hair stylist *where 1higest , 7lowest Shopping q20 Places you would like to shop at in an ascending order of preferences 1 Malls Street shopping Local boutiques Multibranded outlets Online shopping *where 1higest , 7lowest q2 State your opinion in form of your agreement or disagreement to the following comments Q/R Easy to find Met needs Easy to use Satisfied with use 1 2 3 4 5 2 3 4 5 2 3 4

* 1- Agree , 5-Disagree q22 How would you rate an application in terms of? a. Usability b. Features c. Interface
29 | P a g e Research for a utility based application (product) for Network 18.

d. Populatiry e. Platform compatibility q23 What sort of application would you rather use ? a. Fun b. Informative c. Utility *If other please specify q24 What /Who drives you into trying an application ? a. Friends b. Trends c. Utility d. Social buzz e. Others *If other please specify For the above questionnaire the number of respondents selected was 40

d. Any Other

5.2.2.1 Questionnaire analysis:

30 | P a g e

Research for a utility based application (product) for Network 18.

Mobile Internet Users

Other 0 Prefered medium of browsing

Tablet 0

Female Computer 10 12 Male

Phone

10

15

20

25

Number of respondents

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 they already 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 .
31 | P a g e Research for a utility based application (product) for Network 18.

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.

Application users

No 0 3

Opinion

Male Female Yes 17 12

10

15

20

25

30

35

Respondents

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

32 | P a g e

Research for a utility based application (product) for Network 18.

Type of application
Offline 7 4 Male Femle Net Based 15 11

10

15

20

25

30

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 that since 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.

25 20 15 10 5 0 3 2 4 3 5 5 1 6 1 3 1 5

App preference 1 2 1
2 2 3 3 7 10 5 1 2 2 5

1 3 2 5 6 1 5

1 1 4 1 6 5 5

Rank 7 Rank 6 Rank 5 Rank 4 Rank 3 Rank 2 Rank 1

7 0

33 | P a g e

Research for a utility based application (product) for Network 18.

Preferences As according to the graph majority of the people prefer vacations as a medium of entertaining themselves followed by hangouts , food & beverages

Frequency of app usage

20 15 10 5 0 Rarely Ocassionally Frequently One time use male female

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 .

34 | P a g e

Research for a utility based application (product) for Network 18.

3 0 4 6 4 6

1 2 4 3

App basic features

2 1 1 8 1 4 1 4 5 7 6 6 8 19 4 5 History Speed/ Buffering 2 4 4 5 0 2 2 4 Rank 7 Rank 6 Rank 5 Rank 4 Rank 3 Rank 2 Rank 1

10 8 2 11 4

10

Mapping

Platform compatiblity

GUI

Voice Commands

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.

35 | P a g e

Research for a utility based application (product) for Network 18.

Voice command as a feature

Voice command feature usage

13% 10% Very Essential Essential 40% 38% Not Essential Cannot Decide

0% 11% 7%

18%

Often Ocassionally Rarely Never Dont Remember

64%

Voice command usage

36 | P a g e

Research for a utility based application (product) for Network 18.

36% Yes 64% No

Comfortable using voice command

Recommendation: From the above the analysis can be drawn that voice command isnt suitable for the application. Holiday/Vacation
0% 15%

Holiday with

Friend Family 55% With someone special By yourself

30%

37 | P a g e

Research for a utility based application (product) for Network 18.

Small vacation destinations

5% 8% Within Mumbai Outskirts of Mumbai Neighbouring states Others 48%

40%

0% 13% 23% Picnic spots Hill stations Local places within the city 40% Others Resorts

25%

Preferred holiday spots

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

38 | P a g e

Research for a utility based application (product) for Network 18.

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

Eateries
3 3 3 12 16 7 3 2 8 3 13 4 7 18 Rank 5 Rank 4 8 6 10 Road side joints 4 3 7 Bar& Pubs Rank 3 Rank 2 Rank 1

13

19 11

12 5

Restaurants

Fast food

Caf

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 be for restaurants. Service

39 | P a g e

Research for a utility based application (product) for Network 18.

Service
13 9 12 16 Rank 4 12 14 8 7 8 Premier hair stylist Rank 3 Rank 2 Rank 1

11 9 7 10 Spas

9 6 Gender specific salons/palors

5 Unisex salons

More preference must be given to spas as its found to have maximum number of respondents . Shopping

Shopping
2 5 5 7 17 18 20 8 Malls Street Shopping 5 7 Local boutiques 11 Multi branded outlets 3 8 2 7 8 8 2 6 8 Online shopping 3 7 4 9 15 Rank 5 Rank 4 Rank 3 Rank 2 Rank 1

Application tangents

40 | P a g e

Research for a utility based application (product) for Network 18.

Application tangents
3 7 5 12 11 1 9 9 7 6 6 14 13 11 Meets needs 14 5 Easy to find Easy to use Satisfied with use 3 1 9 Rank 5 9 Rank 4 Rank 3 Rank 2 Rank 1

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

Male
12% 12% 47% Fun Informative Utility 71% Any Other 0% 10% 10%

Female

Fun Informative Utility 50% Any Other

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
41 | P a g e Research for a utility based application (product) for Network 18.

Women use online apps substantially more than men, primarily for chat ( Nielsen Informate Mobile Insights)

Male
Usability 4% 8% 8% 32% Features Interface Populatiry 0% Platform compatiblity 7% 7% 48% 7%

Female
Usability Features Interface 33% Populatiry Platform compatiblity

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:
42 | P a g e Research for a utility based application (product) for Network 18.

Kowing that the application is net based. And that men install more applications than their female counterparts , women on the other hand make more use of applications. Keeping this in mind the app should fearute more of shopping , restaurants and places to hang out. Voice command : Though as suggestued by respondents from the interviews that voice command is a feature the app must have. The questionnaire analysis reavealed otherwise. Also that speed playes an important factor in rendering the app successful hence that must be looked at along with GUI and platform compatibility. Holiday : Aanalysed respondents would rather go on hoildays with friends or family and hence would prefere spots within the city or its outskirts. Considering the above the app must feature majority of places like resorts, hang outs etc. The app must be more both Informative and fun with utility and features .

7.Learning and experience

It has been a great lerning experience for me especially understanding that the mind of the consumer needs something that is rather simple than
43 | P a g e Research for a utility based application (product) for Network 18.

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.

44 | P a g e

Research for a utility based application (product) for Network 18.