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CONSUMER RESEARCH
Bhavishya Phal Appointment Service(20 interviews)
(MAY 2010)
Cellcast Confidential & Proprietary
Introduction
• Daily telephonic interviews were conducted for a sample size of 20 respondents who have availed the appointment service
• Sample extracted is random as per circle-wise participation • Objective:
Respondents were interviewed for getting their feedback about appointment service and show related experience based on following parameters-
- Viewership Pattern- Participation pattern- Type of connection used to watch television- Awareness – Service & Appointment- Show content- Experience with the appointment service- Service rating - Suggestions
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Male 47%Female
53%
18-25yrs 13%
26-35yrs 17%
36-50yrs 44%
>50yrs 26%
GENDER AGE GROUP
Demographics
• Bhavishya Phal appointment has maximum female participants• Majority of respondents are Grad & Post Graduates• Maximum respondents are from Service Class
0%10%20%30%40%50%60%70%80%90%
100%
0%
17% 17%9%
0%
57%
INCOMEOCCUPATIONEDUCATION
Servi
ce
Self-E
mployed
Housewife
Studen
t
Not Disc
losed0%
10%20%30%40%50%60%70%80%90%
100%
40%
21%30%
4% 5%
Below SSC SSC HSC
Grad.
Post Grad.
Professional
0%10%20%30%40%50%60%70%80%90%
100%
0%13% 13%
35% 35%
4%
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C&S52%
DTH48%
Prepaid 40%Postpaid
60%
Type Of ConnectionCABLE & SATELLITE/DTH
The following table depicts:• The number of prepaid & postpaid users having C&S connection in their homes • The number of prepaid & postpaid users having DTH connection in their homes
Respondents/ Type of Connection users
(%)
BHAVISHYA PHAL SHOW
C&S DTH
PREPAID USERS
POSTPAID USERS
TOTAL C&S
PREPAID USERS
POSTPAID USERS
TOTAL DTH
22% 30% 52% 18% 30% 48%
PREPAID /POSTPAID CONNECTION
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Viewing habits
Viewers have been bifurcated as :First time watchers (Recently started watching)LIGHT USER: Watches 1-2 times in a weekHEAVY USER: Watches 3-4 times in a weekADDICT: Watches 5 times and above in a week Stopped : Stopped watching
First Timer
Light User
Heavy User
Addicts Stopped 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0%
25%20%
55%
0%
Research Findings:
• 55% respondents (ADDICTED) watch our show more than 5 times in a week
• 20% respondents (HEAVY USERS) watch our show 3-4 times in a weekReasons for not watching our show more frequently are- - Family watches other shows (5%) - No reason (15%)
• 25% respondents (LIGHT USERS) watch our show at least once or twice in a weekReasons for watching only once/twice- - Busy with office work (10%) - No time (15%) • There are no first timers and nobody has stopped watching our show
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Comparative DataVIEWERSHIP PATTERN
OBSERVATIONS MADE: • This month there is 22% increase in Addicts and is reflected in the reduction in the Light and Stopped category
COMPARISION Jan 2010 Feb 2010 April 2010 May 2010
Rare/Light 20% 30% 30% 25%
Occ./Heavy 16% 20% 20% 20%
Reg./Addict 56% 50% 45% 55%
Stopped 8% 0% 5% 0%
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Participation Pattern
70%
25%
0%5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Once Twice Thrice > 4 times
•Reasons for participating only once on the show:
- 30% said that their motive to call was successfully fulfilled
- 10% respondents said in case they have any problem they will call again
- 5% respondents were under the impression that they can use the service only once
•Reasons for participating only twice on the show:
20% respondents said it was not required to call again since the problem got solved
5% respondents said busy with other work
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Why Bhavishya Phal Appointment Service?Reason to seek an advice from the astrologers
What made them choose Bhavishya Phal appointment service?
For future decisions
I was unable to solve the
problems myself
For peace of mind from problems I
face
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
45% 45%
10% Detailed discussion Need solution to serious problem I cannot discuss on
TV (Talk personally)
0%10%20%30%40%50%60%70%80%90%
100%
55%45%
Family 50%
Business15%
Personal 15%
Future 10%
Career & Study
5% Health 5%
Kind of Problem faced
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Suggestions of Do's & Don’ts to reduce the prob-
lem
Home remedy Remedies like Stones/Yantras
0%10%20%30%40%50%60%70%80%90%
100%
10%
80%
10%
Response on problem solving during the appointment call
Type of solution/remedy given to resolve the problem
These 10% wanted the astrologer to provide assistance in terms of place where the product is available
Comprehension of solution
Understood Didn’t understand 0%
10%20%30%40%50%60%70%80%90%
100%
90%
10%They didn’t understand the home remedy suggested
Queries/Doubts solved within appointment period(10/30mins)
Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
45%55%
They wanted some grace period of 5-10 mins
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Awareness About Our Services
75%
25%
Astrologer promoted during the show After placing the call
Awareness : Appointment Service
Awareness : Backend Service
10%
90%
Aware (Through the show)Not aware
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Other Insights• Reasons for ranking Excellent (21%)
- 5% respondents said they get solution to their problem and lead a problem free life
- 5% find the astrologers very good especially INDU
- 6 % liked the solutions given by the astrologer
- 2% like the fact they can call anytime and avail the service
• Reasons for ranking Good (61%)-35 % say they can take appointment
and can talk to their favorite astrologer- 15% say like the solutions given -11% say they trust INDU’s solution
• Reasons for ranking Average (13%) as their problem is not yet solved
• 5% respondents rated it Poor because their problem is not yet solved
21%
61%
13%
5%
Excellent
Good
Average
Poor
SERVICE RATING
Few Suggestions :• 35% would like the appointment
charges to be reduced • 20% expect their problems should
get solved completely since they are paying high charges to use appointment serviceYes
90%
No 10%
FUTURE PARTICIPATION SATISFIED WITH SERVICE
Satisfied 90%
Not Satisfied10%
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THANK YOU!