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Rural Advertising in India For Mass Awareness - Study by Vritti I-Media
Rural Advertising in India For Mass Awareness - Study by Vritti I-Media
Rural Advertising in India For Mass Awareness - Study by Vritti I-Media
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Prepared by:
March 2010
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TABLE OF CONTENTS INTRODUCTION . 3 1. SUMMARY .. 4 2. SCOPE OF WORK 5 3. METHODOLOGY . 6 4. SURVEY FINDINGS 7-13
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INTRODUCTION __________________________________________________
Genesis is a fast growing market research and consultancy organization based in Pune, India offering wide range of market research, KPO services & preparation of export marketing and potential plans for medium and large Indian companies to explore business in developed countries in the world. Genesis works in the areas like FMCG, Automobile, Durables, Telecom, Banking & Insurance, IT/ITes, Education, Chemicals, Engineering, etc
Vritti is a next generation IT Solutions company working towards fuelling the knowledge based economy by consulting and developing innovative IT solutions. In order to assess the recall of advertisements being played under Sujal Maharashtra-Nirmal Maharahstra Mission Campaign on various Bus Stands in the State of Maharashtra, Vritti felt the need to conduct a market research in those cities. With this background, Vritti approached Genesis to conduct the research on their behalf. The survey was successfully carried out in the select cities in the State of Maharashtra using quantitative method of survey by face to face interviews. Genesis thus has a pleasure in submitting this report to Vritti. The report is presented on the basis of survey findings, opinions and views from the passengers/commuters on the Bus Stands.
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1. SUMMARY __________________________________________________
The survey was carried out in select 6 cities in the State of Maharashtra on the basis of quantitative method of survey using face to face interviews The survey covered interviews of 100 passengers on each of the ST Stands i.e. total 600 interviews Percentage of respondents coming from Rural areas was high compared to that with the respondents from Urban or Semi Urban areas Students and Farmers were the most frequently travelling category of respondents Average rating for the campaign was 4.2 out of 5 which is Very Good 100% of the respondents felt that the messages spread through this campaign are useful 98% of the respondents said that the massages given through this campaign spread awareness and are implemented by the audiences All advertisements that are being played under Sujal Maharashtra-Nirmal Maharashtra Mission Campaign are recalled by the passengers Highest recalled advertisement was Conserve Water followed by Use Clean and Pure Water
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2. SCOPE OF WORK
___________________________________________________________ Number of Interviews: Sr. No. 1 2 3 Number of Interviews on each Bus Station 100 6 600
Type of Respondents Passengers/Commuters on Bus Stations Total Bus Stations Total Interviews
Geographical Coverage: Sr. No. 1 2 3 4 5 6 City / Name of the Bus Stands G-Pet, Nagpur Tuljapur, CBS Ahmednagar-CBS Solapur-CBS Jalgaon-CBS Parbhani-CBS
Out of list of 38 ST Stands in the State of Maharashtra, where Sujal Maharashtra-Nirmal Maharashtra Mission Campaign is working, representative sample of 6 ST Stands (mentioned in above table) were selected and 100 passengers/commuters each ST Stand were interviewed during the survey.
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3. METHODOLOGY __________________________________________________
Conduct the pilot survey to know the probable changes required in questionnaire and/or methodology Carry out face to face interviews to get unbiased feedback from customers
Report writing
Presentation of Report
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Age Groups
Base: 6 ST Stands x 100 Respondents each
The above graph represents the type of passengers coming to the surveyed ST Stands. Percentage of respondents from Age Group 20 to 35 was highest. The survey covered maximum number of respondents from Rural areas and Age Group 20 to 35 represents working professionals and/or students who travel frequently to the nearby Urban areas for various reasons.
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Category of Respondents
75
R S U
Categories
16
20
40
60
80
Responses in %
Base: 6 ST Stands x 100 Respondents each (R: Rural, S: Semi Urban, U: Urban)
75% of the respondents are from Rural Category for whom the campaign is intended. 3. Classification of Respondents-Gender Wise
Classification of Respondents-Gender Wise
Female, 24
Male, 76
The percentage of Male passengers is usually higher than Female passengers which gets reflected in the sample of respondents covered during the survey.
_______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign
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5 13 14 14 6 20 28
30
Students
Farmers
Business
Others
No Response
The graph depicts that the highest percentage of respondents were Students i.e. 28% of the total respondents followed by Farmers with a share of 20% of the total respondents. Students from Rural/Semi Urban areas travel to and fro Urban area/Cities nearby for higher studies and hence the percentage of respondents from this category is high.
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5. Frequency of Travelling
Frequency of Travelling
Frequenctly
22
Frequencies
Once a Month
42
Once a week
36
10
20
30
40
50
Responses in %
Base: 6 ST Stands x 100 Respondents each
Once a Month was observed to be highest chosen frequency of travelling by the respondents (42% of the total respondents). The reason could be occupations like Farmer, Students and Businessmen requiring frequent travelling to nearby Urban areas. 6. Average Waiting Time on the Bus Stand
35
Time
1 Hour
32
Half an Hour
57
10
20
30
40
50
60
Responses in %
Half an Hour 1 Hour More than 1 Hour
Base: 6 ST Stands x 100 Respondents each _______________________________________________________________________________ Audience Measurement of Sujal Maharashtra-Nirmal Maharashtra Mission Campaign
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7. Favorite Advertisements
Favorite Advertizements
35 30
34
Responses in %
25 20 15 10 5 0
24
23
14 9
Advertizements
Usin g Pu r e a n d Clea n W a t er Keep Su r r ou n din g Clea n
Advertisements about Water Conservation, Use of Clean and Pure Water and Keeping Surrounding Clean were observed to be Favorite Advertisements. According to the survey findings all the advertisements played under Sujal Maharashtra-Nirmal Maharashtra Mission Campaign were recalled by the passengers.
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Yes No
0
100
Effects
92
98
Spreads Aw areness
98
10
20
30
40
50
60
70
80
90
10 0
110
Responses in %
Base: 6 ST Stands x 100 Respondents each
As per the survey findings, 100% respondents felt that the Sujal Maharashtra-Nirmal Maharashtra Mission advertisements played on the ST Stands spread useful massages among the passengers/commuters on the Stands. According to 98% respondents, messages (given through Audio Advertisement Systems on ST Stands) spread awareness and were implemented by audience. This indicates that there is very good response to this advertisement campaign by MSRTC passengers.
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Ratings (out of 5)
39
16
1 0 0 5 10 15 20 25 30 35 1 40 2 3 4 45 5
Responses in %
Highest (i.e. 43%) percentage of the respondents rated Sujal Maharashtra-Nirmal Maharashtra Mission Campaign 5 out of 5 which is excellent. 39% of the respondents rated it as Very Good i.e. 4 out of 5. Average ratings for the campaign is 4.2 ~ 4 which is very good.