AAP RMresearch in Marketing management

8/11/2019 AAP RMresearch in Marketing management

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ACKNOWLEDGEMENT

We the students of PGDM 2013-2015 at International Management Institute would like to thank and

express our deep sense of gratitude to Professor Deepak Chawla for his valuable lectures that helped us

get a stronghold on the subject, as well as the continuous guidance he provided during the course of this

project.

We would also like to express our heartfelt thanks towards our fellow college friends who

enthusiastically participated in Focus Group Discussions and answering questionnaires.

Finally, we would like to extend our thanks to those who took out time to give insightful responses for

our research purpose and made this research fruitful by pouring in useful viewpoints.


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Introduction

Formally launched on November 26 2012, Aam Aadmi Party (from here on referred as AAP) has been a

phenomenal example of high risers in the political arena. In an otherwise static political sphere of India,

where the major action during elections keeps flowing between the same known names, AAP sprang out

of nowhere and gave a blow to the ruling party in the heart of the country- the capital city Delhi.

What is even more startling about AAPs success is the surprise change in peoples perception towards

the party. A party which wasnt pegged to win more than 13-16 votes turned the tables by winning 28

seats, a good close of a double.

Now contesting foe the national elections, AAP is planning to contest candidates from 350seats all over

the country. This plays into a big feat from a party which took the nation by storm within 2 months of

formation.

It is important to note here, that the candidates, like ArvindKejariwal, which have emerged as the face of

the party had already gained traction with the public during the Anna Hazare movement which had the

national capital spell bound last year.

After the surprise win and formation of government, media has been abuzz with questions about how

effective AAP has been in its promises which went well with the voters. Especially after the recent

resignation in its short stint as the ruling party, the public perception has been on a volatile spree, with

every new media headline seeming to take the graph a totally different way.

Indias political Scenario

Indias political scenario has been clouded by many parties, with a few one having impression at the

national level and various regional parties at every state and district levels. For instance, AIADMK and

DMK etc are the parties having presence in Tamil Nadu. Similarly up north has SAD as the frontrunner

party. Congress and BJP at large can only claim to have a measurable pan-India presence, with sole

ruling in some states whereas alliances with regional parties in other.

Indias political Scenario- Delhi Focus

Delhi remains the power centre of the country, where Congress has remained in the ruling position for

the three electoral periods before getting ousted in this one. Although they had support for the ruling

coalition, but as far as the execution goes, it was limited only to the papers.


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With a general perception in the public towards Congress indicting a negative perception towards

Congress in general, and the promise that the AAP has tried to collate by its performance in the Delhi

elections. With the major political parties BJP and Congress getting as much footage and prospective

chances as the AAP-a relatively new player, the perception of people will play a major role in deciding

which way the wind blows when the votes are cast.

Motivation to Do the Study

The motivation for conducting this study can be summed up in the following points-

The surprise success of AAP in the elections, defying all the media reports and survey estimates,

shows there is a gap between what was being predicted based on the perception of peopletowards AAP.

AAPs promises and way of functioning has created radical responses, both positive and negative

among the various strata of the society, somewhat creating a blurry picture about its exact

perception among the people.

AAP has decided to go in for the national elections, which is a different ballgame altogether.

Peoples perceptions need to be seen in order to see if they can actually replicate the success at

national level.

The analysis of their perception among people in Delhi, both before and after the elections will

help put together how people think in regard to the AAP, and how has their view and stance

changed after seeing them working and taking stand on various issues like Kashmir etc.


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Research Objective

To study the public perception towards AAP in Delhi- Before and after Elections

SUBOBJECTIVES

1)

To assess the public perception on the populist measures adopted by AAP

2)

To examine the public acceptance on the concept of government vigilantism adopted by AAP

3)

To study the perception towards AAP across different demographics

4)

To identify the changes brought by AAP in one month in governance and anti-corruption

measures

5)

To study the perception towards AAP becoming a national party


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Hypothesis

1. Hypothesis 1

H0: Public image of AAP as compared to the time when party was formed to the time when

Arvind Kejriwal resigned has not changedH1: Public image of AAP as compared to the time when party was formed to the time when

Arvind Kejriwal resigned has negatively affected

2. Hypothesis 2

H0: Public doesnt perceive the populist measures adopted by AAP as a right step

H1: Public perceives the populist measures adopted by AAP as a right step

3.

Hypothesis 3

H0: Public doesnt accept government vigilantism adopted by AAP

H1: Public accepts government vigilantism adopted by AAP

4. Hypothesis 4

H0: Across demographics people have not changed their perception

H1: Across demographics people have changed their perception

5. Hypothesis 5

H0: Public doesnt believe that AAP has brought significant changes in governance and anti-

corruption measures

H1: Public believes that AAP has brought significant changes in governance and anti-corruption

measures

6. Hypothesis 6

H0: AAP cant be a successful national party

H1: AAP will be a successful national party


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Research Methodology

Stage 1

Exploratory Research

Literature Review

Initially a literature review was done to gain an insight on the research already done on related fields

regarding the performance ad success of AAP. The pre poll survey figures, exit poll numbers and election

results were taken from various sources and compared.

Survey conducted by AAP itself and by different news agencies were also noticed and observed. Various

news channel debates and articles were studied to see what issues led to the rise of AAP and what

issues form a major part of the whole ups and downs the party has been experiencing in its perception.

Also, reports by various political analysts (both in news as well as print media) were studied to figure out

the factors affecting the perception of people towards AAP.

Focus Group Discussion

Focus group discussion was carried out with students of the institute, representing different

backgrounds- except for one common point- all of them Delhi residents.

The different backgrounds included being from different income levels, different work experiences and

different lines of work.

The topic given to the group was that what factors they thought of while putting together the image,

performance and future aspects of the AAP individually and while as a part of a social group.

The group discussion helped us in reinforcing some of the points identified in literature review, as well

as some new points. Using both, we could identify some information needs we would be needing forthe research.

Stance of AAP on various issues, particularly the controversial ones like Kashmir.

Analysis of populist measures like free water and electricity price slashing

Study reduction in level of corruption at grass root levels like bribery instead for fines


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Strengths of AAP in the process of going pan India, data like presence in states and activity in

those states, stance on national issues

Role of anti-incumbency factor in the rise of AAP in public perception

Profiles of the core committee of AAP with respect to administrative experience and

capabilities- revolutionary administrators or green-horn activists

Stage 2- Primary Research

Design of the Questionnaire

The findings and information needs identified from the exploratory research led to formulation

of 17 questions in the final questions, which were framed in order to fulfil the researchobjective.

The first question was asking whether the respondent is a resident of Delhi or not, which

helped us stay on the focus group of our research, that is, residents of Delhi.

Different questions were framed to capture the perception of Delhi people towards AAP before

and after Delhi elections. The information needs identified during literature review and FGD

were formulated into questions asking peoples agreeability on various parameters with AAP.

The following questionnaire was used to conduct the research.

Q1 Are you a resident of Delhi?

Yes (1)

No (2)

If No Is Selected, Then Skip To End of Survey

This question is directed at finding out if the respondents are from Delhi or not. So that we get the

response from only participants from Delhi. This is a nominal scale question.


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Q2 Which part of Delhi do you belong to?

North (1)

South (2)

West (3)

East (4)

Central (5)

Due to various factors different regions of Delhi may have different perception about AAP. This

question is directed at finding out which part of Delhi the respondents belong to so that we can

understand perception of AAP party in that particular region. This is a nominal scale question.

Q3 Did you know about the AamAadmi Party before it contested for the elections?

Yes (1)

No (3)

You still don't know about AAP (4)

If No Is Selected, Then Skip to End of Survey If You still don't know about AAP Is Selected, Then Skip To

End of Survey

This question is directed at finding out if the respondents are aware of the topic that they are going to

participate so as to maintain the sanctity of the survey. This is a nominal scale data.

Q4 Please rate the party on a scale of 1 to 10 on the brand image that you had/have of the party. (Rating

of 10 means that you consider that party had/has extremely good brand image)


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This question is directed to find out to how the brand image of AAP has been before the election,

during the tenure and after the resignation of Kejriwal. This is an interval scalequestion.

Q5 Please rate the party on a scale of 1 to 10 on the expectation that you had/have from the party.

(Rating of 10 means extremely high expectation)

This question is directed at finding out how the expectation of people of Delhi before the elections,during AAP government and after the resignation of Kejriwal. This is an interval scale question.

Q6 Please share your opinion about your vote

Yes (1) Can't tell (2) No (3)

You voted for AAP for

Delhi elcections (1)

You will vote for AAP in

the coming elections (2)

This question is aimed at finding if how positive were people about AAP during election and in the

given scenario how positive they are about AAP. This is a nominal scale question.


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Q7 Pick only two factors on which the party has not been able to deliver what it had committed before

making the government

Eradication of corruption (1)

Resolving the problem of water (2)

Reducing electricity prices (3)

Making Delhi a safe place for women (4)

Infrastructure Development (5)

Better Education (6)

This question is directed at finding out what are the top two issues that AAP government has not been

able to deliver on. This is a nominal scale question.

Q8 Pick only two factors on which the party has been able to deliver what it had committed beforemaking the government

Eradication of corruption (1)

Resolving the problem of water (2)

Reducing electricity prices (3)

Making Delhi a safe place for women (4)

Infrastructure Development (5)

Better Education (6)

This question is directed at finding out what are the top two issues that AAP government has been

able to deliver on. This is a nominal scale question.


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Q9 Where would you rate the functioning and stance taken by the AAP on the following issues?

Very Ineffective

(1)

Ineffective (2) Neither

Effective nor

Ineffective (3)

Effective (4) Very Effective

(5)

Vigilante

Measures (1)

Populist

measures

(media

exposures) (2)

Mohalla Sabha

(3)

Resigning from

the

goverrnment (4)

Elimination of

the VIP culture

(5)

This question is directed at finding out how the stances and functioning of AAP government is

perceived by the people of Delhi. This is an interval scale question.

Q10 What is your opinion on stance and ideology of AAP on the following issues?

Strongly

Disagree (1)

Disagree (2) Neither Agree

nor Disagree (3)

Agree (4) Strongly Agree

(5)

Kashmir Issue

(1)

Delhi police

authority issue

(2)

FDI in retail (3)

Anti-crony

capitalism (4)

This question is directed at finding out the agreeability of peoples views with the ideology adopted by

AAP for issues which hold importance in the eyes of the people. This is an interval scale question.


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Q11 Where would you rate AAP on the following parameters as compared to the other political parties?

Much Worse (1) Worse (2) About the Same

(3)

Better (4) Much Better (5)

Transparency (1)

Accessibility to

people (2)

Ability to run

goverment (3)

Stability (4)

Accountability

(5)

Selection of

suitable

candidates (6)

This question is aiming to find the rating of AAP, as perceived by people of Delhi on various

parameters in comparison with the other political parties. This is an interval scale question.

Q12 Do you think that AAP has made a right decision in contesting for National Elections?

Yes (1)

No (2)

This question is to determine whether support AAPs decision of going national.This is a nominal scale

question.

Q13In the coming loksabha elections, which party are you most likely to vote for?

Congress (1) BJP (2)

AAP (3)

BSP (4)

Other (5) ____________________


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This question aims to find out that whether people will like to change their decision if elections

happen again, that is, has their preference changed after two months of a government they chose

earlier. This is a nominal scale question.

Q14 What can it do to improve its public image?

This is an open ended question inviting suggestions from people about how they think AAP can

improve its public image aka perception.

Q15 Gender

Male (1)

Female (2)

The gender bifurcation in this question will help refine the sample.This is a nominal question.

Q16 Age Group

18-25 (1)

26-40 (2)

41-60 (3)

>60 (4)

The age group question is aimed to identify the perception across various age groups.

This is a nominal question.

Q17 Annual Household Income (Rs.)

< 3 Lakhs (1)

3-5 Lakhs (2)

5-10 Lakhs (3)

>10 Lakhs (4)


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The income group classification helps identify perception towards AAP across different income

groups.This is a nominal question.

Matching Questions corresponding to each Research Objective:

RESEARCH OBJECTIVES QUESTION NOs

To compare the public perception of the party AAP before and

after elections3,4,5,6,7,8

To examine the public acceptance on the concept of

government, vigilantism, populist measures, governance and

ideology adopted by AAP

9,10,11

To study the perception towards AAP across different

demographics

15,16,17

To study the perception towards AAP becoming a national

party12,13

CONDUCTING THE SURVEY


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Environment: It is a Field Study asthe surveys have been conducted without having control

on any of the external variables.

Unit of Analysis: People/Individuals in Delhi NCR (mostly students, a few others)

Sample Size: 192 (115 Valid Responses, 77 invalid responses)Sampling Design:The method of sampling used was Convenience Samplingthat is, the unit

of analysis were friends of the team members, and to some extent Snowball Sampling was also

used since the people filling the questionnaire were requested to forward the same to their

friends. Some questionnaires were also filled offline, that is, on printed paper. These were then

filled in on the online survey by the administrator. This design is more likely to produce

somewhat skewed results since the sample consisted majorly of the young population, that is,

the youth. But as far as the representativeness of all Delhi is concerned, the survey is quite

satisfactory as a good number of respondents are from different parts of Delhi. Still, they still

represent a small part of the potential sample, hence survey results will be skewed in that

aspect.

Mode of Survey: A survey was created using the site Qualtrix. The survey was then converted into

an online link. Online Survey was sent through e mail, social networking sites and mobile

messaging applications. We also got few responses by asking respondents in the nearby

locations to fill the printed surveys.

Operational Definitions

The perception of the Delhi people about AAP after elections is the dependent variable of this

study. The independent variable in the case is perception of Delhi people about AAP before the

elections. The independent variable was subjected to the treatment, i.e., AAP coming to power.

Various decisions taken by AAP shape the perception of people residing in Delhi about AAP

after elections.


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Coding Scheme

Question

No

Variable Name Coding Instruction Symbol used for

variable name

1 Delhi or non-Delhi

resident

Resident of Delhi = 1 Q1

Non Resident of Delhi = 2

2. Location within Delhi North = 1 Q2

South = 2

West = 3

East = 4

Central = 5

3 Awareness about AAPbefore the election

Yes = 1 Q3

No = 2

Still dont know = 3

6. Tell whether you voted

for AAP

Yes =1 Q6_1

Cant tell = 2

No = 3

6 Will you vote for AAP

in LS election

Yes=1 Q6_2

Cant tell = 2

No =3

9a Rating on Vigilante

measure

Very Ineffective = 1 Q9_1

Ineffective = 2

Neither effective nor

ineffective= 3

Effective = 4

Very effective = 5

9b Rating on populist

measure


Ineffective = 2

Neither effective norineffective= 3

Effective = 4

Very effective = 5


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9c Rating on

mohallasabha


Ineffective = 2

Neither effective nor

ineffective= 3Effective = 4

Very effective = 5

9d Rating on resigning

from govt.


Ineffective = 2


Effective = 4

Very effective = 5

9e Elimination of VIPculture


Ineffective = 2


Effective = 4

Very effective = 5

10a Ideology of AAP on

Kashmir issue

Strongly Disagree = 1 Q10_1

Disagree = 2

Neither agree nor disagree = 3Agree = 4

Strongly Agree = 5

10b Ideology of AAP on

Delhi police Authority


Disagree = 2

Neither agree nor disagree = 3

Agree = 4

Strongly Agree = 5

10c Ideology of AAP on:

FDI in Retail


Disagree = 2


Agree = 4

Strongly Agree = 5

10d Ideology of AAP onAnti Crony capitalism


Disagree = 2


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Agree = 4

Strongly Agree = 5

11a AAP vs other partieson Transparency

Much Worse = 1 Q11_1

Worse = 2

About the same = 3

Better = 4

Much Better = 5

11b AAP vs other parties

on Accessibility topeople


Worse = 2

About the same = 3

Better = 4

Much Better = 511c AAP vs other parties

on Ability to run

government


Worse = 2

About the same = 3

Better = 4

Much Better = 5

11d AAP vs other partieson stability


Worse = 2About the same = 3

Better = 4

Much Better = 5

11e AAP vs other parties

on Accountability


Worse = 2

About the same = 3

Better = 4

Much Better = 5

11f AAP vs other partieson selection of suitable

candidate


Worse = 2

About the same = 3

Better = 4

Much Better = 5


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12 National election

contesting decisionright?

Yes =1 Q12

No =2

13 Re-election which

party you will select

Congress = 1 Q13

BJP = 2

AAP =3

BSP =4

Others = 5

15 Gender Male = 1 Q15

Female =2

16 Age group 18-25 = 1 Q16

26-40 = 2

41-60 = 3

>60

17 Annual householdincome


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Results

Descriptive Statistics

1. Total Respondents

The survey reached to a total of 192 respondents, out of which only 115 were from Delhi. We

have selected people from Delhi as they have the direct hand experience of being governed by

AamAadmi Party.

2. Area wise respondents

47 % of the respondents were from South Delhi. This might lead to an error in the results as the

views of other regions could be different from this region.

3. Respondents from Delhi which are fit to be considered for the analysis

Out of the 115 respondents from Delhi only 103 respondents knew about AAP before itcontested elections. The objective of the project is to compare the perception of AAP before and

after the elections. To do this analysis, it is required that the respondent should have known AAP

before it contested elections.


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4. Demographics

Male Female ratio - 2.7:1

Age group - 64% of the respondents are below the age of 25. This is because most of the

responses have been received through online medium. However, we have also got the surveys

filled by personally contacting people, so as to avoid sampling frame error.


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5. Vote opinion of people

% of people who voted for AAP are greater than % of people who still want to vote for AAP.

We cant decide through the responses if the people have any average opinion on the decision to

contest for national elections.


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Inferential Analysis

Reliability Test

Documents

AAP RMresearch in Marketing management