MBA 2017

Consumer
Analytics
Submitted by 17010059

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Q: Using the given dataset, do you agree with the proposed segments and their profiling? Why?
Why not?

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Yes, I agree with the data set and proposed segments. The motivational segments will show the
company what will stimulate customers to use to Mobile accounts (MA). Currently customers
who are intrinsically driven are already using MA. But the motivation variables will also help
Telenor to identify which type of customers who are willing to convert from OTC to MA if
extrinsic benefits are provided by the company. Furthermore, the non-motivational segments
shows the characteristic of the customers who are using the service at present. Besides, this data
will allow Telenor to build on MA by observing the preexisting user behavior of the OTC
transaction.
Q: What would be your final recommendation to Mr Omar Moeen Malik post the revised
exhaustive data analysis?
Following is the data analysis of profiling of clusters:
Age bracket + Motivation variables:
Customers from age bracket of 15-25 years old are Highly motivated for MA and age bracket
of 25-35 years are Extrinsically Motivated.

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Age bracket + Non motivational variables:

Customers from age bracket of 15-25 years old are Tech Savvy and risk taker innovator, age
bracket of 25-35 are Risk takers and age bracket of 35-45 years old are Tech Savvy and risk
taker innovator.

Household compensation + Motivational variables:

Customer with income level less than Rs.10k are Highly motivated for MA and income levels
with greater than Rs.50k are Extrinsically motivated.

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Family Composition + Non Motivational variables:

Customers who are married with no children are Risk Takers.

Education Level + Non Motivational variables:

No schooling customers are Risk Takers and Intermediate level of education are Tech Savvy
and risk taker innovator.

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Education Level + Motivational variables:

Except for student and unemployed customer segments all are Extrinsically motivated.

Internet Usage Level + Non Motivational variables:

Customers who use the internet between 0 to 2 hours are Tech Savvy and risk taker innovator.

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Phone brand + Non Motivational variables:

Customers with IPhone are Tech Savvy.

Phone brand + Motivational variables:

IPhone customer are Extrinsically motivated where Huawei and other cellphone customers are
Less motivated.

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Average transaction amount + Non Motivational variables:

Customers who have average transaction amount of Rs.10k are Tech Savvy and risk taker
innovator.

Average transaction amount + Motivational variables:

Most customers reasons for using the service is family support.

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Following are the recommendations:

1. To make customers to convert from OTC to MA, Telenor should provide some extrinsic
benefits such as discounts, monetary benefits etc.
2. Existing reason for using the service is family support, MA service should be built and
positioned on this consumer behavior.
3. To increase the average transaction amount, company should focus on customer who are
Tech Savvy and risk taker innovators.
4. Tech Savvy and risk taker innovators customers have an education level of intermediate.
5. Greater size of transaction customers want extrinsic benefit to start using the service.

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Q: Write a two page long memo to Omar suggesting The Way Forward strategy. Use Exhibits
(SPSS output analysis) to support your recommendations.
To: Mr. Omer Moeen Malik, Telenor Pakistan
From: Ali Tariq Ikram Butt
Date: 27th October 2016
Re: Recommendations based on data analysis
Respected Omer,
Currently, Mobile accounts (MA) consists of about 13% of current revenue. Our target for the
year 2016 is to reach 4.2 million mobile account which should account for more than 41% of our
revenues. To achieve this goal we need to understand the market. Recently, we conducted a
survey from which we tried to gauge behavior characteristics of customers who are currently
using this service. We divided the market in two different segments. First being based on
motivational variables and the other on non-motivational behavior. Unfortunately, this data is
only for the Lahore city. Any findings or recommendations are with regard to Lahore city. SPSS
was used for analysis and the following are the future recommendations based on these findings:
i.

To make customers to convert from OTC to MA, Telenor should provide some

ii.

extrinsic benefits such as discounts, monetary benefits etc.

Existing reason for using the service is family support, MA service should be built

and positioned on this consumer behavior.

iii. To increase the average transaction amount, company should focus on customer who
are Tech Savvy and risk taker innovators.
iv. Tech Savvy and risk taker innovators customers have an education level of
v.

intermediate.
Greater size of transaction customers want extrinsic benefit to start using the service.

The detailed study and analysis have been attached to this email for your reference. These
findings will allow Telenor to build on MA by observing the preexisting user behavior of the
OTC transaction. Finally, after looking at the data and performing various analysis on it, we can
say this approach is confined for the city of Lahore. We can rely of the feedback which the
customers have given us through this channel and use it in making improvements in the future.
Regards,
Ali Tariq Ikram Butt
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Roll#:17010059
Note: Data analysis has been described in question#2 of the assignment.

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