“A RESEARCH ON CONSUMER BEHAVIOR IN PAID ONLINE

GAMES AND ITS INFLUENCING FACTORS”

SUBMITTED TO

INTERNATIONAL SCHOOL OF BUSINESS & MEDIA

IN PARTIAL FULFILMENT OF THE REQUIREMENTS

FOR THE AWARD OF THE DEGREE OF

POST GRADUATE DIPLOMA IN MANAGEMENT

BY

TASLIMBANO SHAIKH

(2020-2022)

UNDER THE ESTEEMED GUIDANCE OF

FACULTY MENTOR COMPANY MENTOR

Prof Ruma Bnerjee Mr Rohit Bezalwar

Faculty, ISB&M Acquisition Manager (Kantar)

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 DECLARATION

This is to declare that I “TASLIMBANO SHAIKH” student of International

School of Business and Media, batch 2019-2021 has given original data and

information to the best of my knowledge in this Summer Internship Report

(SIP) on the project titled An Analysis of “A RESEARCH ON CONSUMER

BEHAVIOR IN PAID ONLINE GAMES AND ITS INFLUENCING

FACTORS” is a record of independent work carried out by me under the

guidance and supervision of “Prof Ruma Banerjee” towards the partial

fulfillment of requirement for the PGDM program.

Signature of Student: Taslimbano Shaikh

Date: 27th June 2021

Signature of SIP Guide

Date:

Signature of Chairperson Academics

Date:

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 ACKNOWLEDGEMENT

There are so many people who are responsible for the success of this project.

There are a few specific names that I would like to mention here who have

helped me a lot.

I respect and thank Mr Rohit Bezalwar for providing me an opportunity to do

the project work in KANTAR Group and giving me all support and guidance

which made me complete the project duly. I am extremely thankful to him for

providing such a nice support and guidance, although he had busy schedule

managing the company business.

I owe my deep gratitude to my mentor Mr Rohit Bezalwar and his team who

took keen interest on our project work and guided us all along, till the

completion of our project work by providing all the necessary information for

developing a good system.

I would not forget to remember Prof. Ruma Banerjee for their encouragement

and more over for their timely support and guidance till the completion of my

project work.

I am thankful to and fortunate enough to get constant encouragement, support

and guidance from all Teaching staffs of INTERNATIONAL SCHOOL OF

BUSINESS AND MEDIA which helped me in successfully completing my

project work.

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COMPANY CERTIFICATE

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 SIP FEEDBACK

INTERNATIONAL SCHOOL OF BUSINESS & MEDIA

SUMMER TRAINING – EVALUATION SHEET

This feedback form is intended to provide the students with an analysis of their performance during the period of
summer training. A sincere and honest feedback will help the institute and students to look up into the skills sets,
which need to be developed and also into those areas of concern, which need to be improved. Hence, it is expected
the feedback is given its due importance so as to help students perform better in their second year of the course and
also henceforth in their place of work.

Name of the Organization:

Name of the Student:

Title of the Project:

Project Duration – From: To

Pick rank each on a scale of 7 (Can paste the picture of the symbol “ ” in the appropriate box below

Parameter 1 2 3 4 5 6 7

Poor Outstanding

1.0 Discipline

1.1 Adhered to norms of

discipline/Rules

1.2 Punctuality

2.0 Attitude and Behaviour

2.1 Attitude towards learning

2.2 Attitude towards assignment

2.3 Commitment and Seriousness

2.4 Drive & Energy

2.5 Initiative

2.6 Perceived Behaviour

3.0 Assignment Skill Sets

3.1 Information Sourcing

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3.2 Analytical Ability

3.3 Quality of Recommendation

3.4 Quality of Presentation of Report

3.5 Communication

a) Verbal

b) Written

3.6 Social Skills (Interaction, getting

along with others, etc.

3.7 Ability to correlate the project to the

business of the organization

3.8 Overall grading of Assignment

Any other remarks for improvement:

Will be a valuable addition to any team.

Rating Very Good Good Average Please Tick

Grade A+ A B+ B C+ C

Date:

Name: Seal and Signature:

Designation: ________________

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 INDEX

CHAPTE CONTENT PAGE NO.

R
1 Executive Summary 8-9

2 Company Profile 10-15

3 SWOT 16

4 Competitors Analysis 17

5 Objective of Study 18-19

6 Scope 20

7 Research Methodology 21-23

8 Data Analysis & Interpretations 24-28

9 Findings & Analysis 29-30

10 Suggestions/ Recommendations 31-32

11 Limitations 33

12 Conclusion 34-35

13 References 36-37

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EXECUTIVE SUMMARY

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 EXECUTIVE SUMMARY:

Playing Online Games moving from clunky PCs and expensive consoles, to the mobile
devices we have in our pockets every day. Now, more people than ever are playing. Whether
it is Casual Single-Players games that can be played anywhere anytime on a smartphone, or
Battle Royale games such as Fortnite where squads compete to be the last ones standing,
gamers have many choices

This paper examined which attributes of the games influence consumers to play and pay for
them. A research was carried out in Pune & PCMC region of Maharashtra State. The
methodology was a field research survey conducted with 100 Electronic games’ players, The
results indicate that the constructs challenge, diversion, fun, fantasy and social interaction
influence the intention to play and pay for games, while the construct competition has a
negative effect on the intention to play. Furthermore, I also observed that motivations that
had the highest impact were fun, challenge and fantasy, attributes that should be considered
by game developers and industry.

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COMPANY PROFILE

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 COMPANY PROFILE:

 Introduction:

Kantar is the world’s leading data, insights and consulting company. They help clients
understand people and inspire growth.

Kantar is a data and evidence-based agency providing insights and actionable

recommendations to clients, worldwide. They have a complete, unique and rounded
understanding of people around the world: how they think, feel and act, globally and locally
in over 90 markets. Kantar don’t just help clients understand what’s happened, they tell them
why and how they can shape the future.

They understand what makes people tick. They are proud to be helping change the world in
which all live.

Their clients are wonderfully diverse. They inspire, inform and work with them to create
strategies whatever their objectives – improving brand awareness, attracting more consumers,
increasing brand penetration, financial success or growing peoples’ confidence in public
services. They collect their data digitally and share their insights in real time – at scale and at
speed. They have self service solutions which return results the same day as well as deep
diagnostic ones which take longer. They use AI and machine learning to make existing
offerings faster and cheaper as well as to offer new services which couldn’t have been dreamt
of a few years ago.

 History:

British Market Research Bureau Limited – BMRB which was established in 1933, London
were acquired by the group in 2009 and merged into Kantar Public in 2016. The subsidiaries
TGI – Target Group Index of BMRB which was established in 1969 was split and merged
into the Kantar Media brand in 2009. On 24 October 2018 it was announced that the WPP
board approved plans to sell Kantar Group.

In 2020, Ian Griffiths (former CFO and COO at ITV) was named Chief Financial Officer of
Kantar, while Adam Crozier was appointed Chairman. In October 2020, Kantar announced
the appointment of Alexis Nasard as Chief Executive Officer, effective 30 December 2020.

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 Kantar Mission Statement

Kantar is the world’s leading data, insights and consulting company. We help clients
understand people and inspire growth.

 Kantar Vision Statement

Our vision at Kantar is to be a brand that inspires success. We want to inspire

success in your business, by bringing consumer and shopper insights to the
heart of your decision-making process.

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KANTAR BRANDS:

Kantar Consulting

Kantar Consulting was formerly Kantar Vermeer, Kantar Added Value, Kantar Retail and
Kantar Futures, and was a marketing and sales consultancy.

Kantar Added Value

In October 2004, three Kantar companies – Added Value, Icon Brand Navigation and
Diagnostic Research – combined under the "Added Value" name. Kantar Added Value
focused on brand marketing, consumer insight, innovation and communications optimisation.

Kantar Retail

Kantar Retail was headquartered in London and has over 400 employees and offices in 15
markets around the globe.

Kantar Futures

Kantar Futures offered subscription services and consulting regarding future trends. Formerly
known as The Futures Company, Kantar Futures was formed through the integration of The
Henley Centre, Headlight Vision, Yankelovich and TRU.

Kantar Health

Kantar Health (now Kantar's Health Division) provides data, analytics, and research to the
life sciences industry. As of December 2020, Cerner announced that it will acquire Kantar
Health, acquisition is expected to close in the first half of 2021.

Kantar IMRB

Kantar IMRB (formerly "IMRB International" and "Indian Market Research Bureau") is a
multi-country market research, survey and business consultancy firm established in 1970 that
offers a range of syndicated data and customized research services. With over 1200
employees, IMRB is one of the largest providers of market research in India in an industry
estimated to be worth a minimum of $187 million. As the oldest extant market research
company in India, IMRB has been responsible for establishing the first and only household
panel, the first television audience measurement system and the first radio panel in the
country. IMRB International's specialised areas are consumer markets, industrial marketing,
business-to-business marketing, social marketing and rural marketing.

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Kantar Media

Kantar Media (now Kantar's Media division) offers a range of media insights and audience
measurement services through the analysis of print, radio, TV, internet, cinema, mobile,
social and outdoor media worldwide. Kantar Media was formed from WPP Group's
acquisition of TNS Media and KMR Group in 2010. Kantar Media became Kantar's
rebranded insight, media evaluation and audience measurement company. In 2014, Kantar
Media acquired a majority stake in the issued share capital of Precise Media Group Holdings
Limited ("Precise") in a £70m deal. In the same year, Kantar Media acquired IBOPE Media,
the main TV audience and ad investment measurement company in Brazil. Kantar Media has
within it organizational subsidiaries, such as Kantar Media North America, which are legal
corporate entities in their own right.

Kantar Millward Brown

Kantar Millward Brown was founded in Warwick, England in 1973 and acquired by WPP
Group in 1990. Kantar Millward Brown, now part of Kantar's Insights Division, is a global
research agency specialising in advertising, marketing communications, media and brand
equity research. Kantar Millward Brown works across a range of industries and categories,
and has a number of specialist practices.

Kantar TNS

In 2008, Kantar TNS (Taylor Nelson Sofres) was acquired by WPP and included in Kantar.
In February 2009, Kantar merged TNS and Research International.

Kantar Worldpanel

Kantar Worldpanel runs continuous consumer panels and specializes in shopper behaviour.

Lightspeed

Lightspeed was founded in 2000 and is headquartered in Warren, New Jersey, United States.
The company operates in North America, Europe and Asia. It provides online market
research services, specializing in using the Internet as a data collection platform to provide
research through building and maintaining panels subject to quality and representative
sampling standards.

Specialty panels range across industry sectors such as financial services, health

care, business-to-business, automotive, family and more. Lightspeed also provides custom

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 panels to address specific client needs. In 2007, it conducted over 20 million online surveys
for clients

 SWOT ANALYSIS OF KANTAR:

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 STRENGTH

1. The world's leading research, data and insight companies

2. Plans to transform data into insights

3. Conducts large scale of studies

4. Brand presence across verticals

5. Brand presence across geographic areas

6. Nearly 30,000 people are employed with the organization

7. Its subsidiaries include IMRB, Added Value, Lightspeed Research etc

WEAKNESS

1. Presence of many consulting companies means limited market share

2. Brand recall is lesser compared to some global consulting companies

OPPORTUNITIES

1.Build a solid brand image

2.Stay away from controversies

3.Conducting research with full care so as to avoid discrepancies

4. More advertising & brand building can boost business

THREATS

1. Overhaul of the business model

2.Acquisitions by more established players
3.Consumer faith issues

 COMPETITORS ANALYSIS:

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1. GLOBALWEBINDEX
GlobalWebIndex is a market research company developing a platform that provides
consumer insights, survey, and analytics data to brands, marketing agencies, and media
organizations. The company offers data on consumer behaviours that enables companies to
know their target consumers, generate ideas, compare global and local markets, and measure
impact. Its data is used for audience segmentation, testing, path to purchase analysis, media
planning and buying, campaign analysis, and brand tracking.

2. IPSOS
Ipsos is a market research and consulting company. It assesses market potential, interprets
market trends, tests advertising, studies audience responses to various media, and measures
public opinion. The company conducts research in advertising, media, technology,
government, and consumer businesses, leveraging opinion polls, company surveys, etc

3. GfK
GfK (also known as Growth from Knowledge) is a market intelligence company. It offers
consumer insights and panels, distribution and supply chain management, Geomarketing,
marketing effectiveness, media measurement, POS analytics and tracking, printed ads
tracking, product catalogues, shopper, and trends and forecasting solutions. The company
serves automotive, consumer and industrial goods, energy, fashion and lifestyle, financial
services, media and entertainment, retail, technology, and travel and hospitality industries.

4. Nielsen
Nielsen is a measurement and data analytics company. It delivers media and marketing
information, analytics, as well as manufacturer and retailer expertise about what and where
consumers buy, read, watch, and listen. The company operates two business units: Global
Connect and Global Media. The Global Connect unit provides retail transactional
measurement data, consumer behaviour information and analytics primarily to businesses in
the consumer packaged goods (CPG) industry. The Global Media unit offers viewership and
listening data and analytics primarily to the media and advertising industries across the
television, radio, print, online, digital, mobile viewing and listening platforms

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OBJECTIVES & SCOPE
OF STUDY

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 OBJECTIVES OF STUDY:

 To Identify what excites and attracts people to play online games.

 To understand the online paid game market of Pune and PCMC region
 To Identify the barriers which a player face while transforming from unpaid to paid online
games.
 To examine the importance of role played by mode of payment method available at the time
of purchase of games.

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 SCOPE

The report’s scopes are followed below-

 Information for the analysis was collected from various websites, database, research papers,
and Social Networking sites
 Geographic scope of the Project Reports is limited to Pune & PCMC region.
 The scope of work in this study mainly focuses on Gamers and their attitude towards paid
Games

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 RESEARCH
METHODOLOGY

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 RESEARCH METHODOLOGY:

Methodology refers to the comprehensive actions of research in my internship report. To

achieve the required results to establish the objective, some methods are used. This section
will clarify the methods I used to do this project.

Methods:

To achieve the required results to establish the objective Qualitative analysis were used

Qualitative Analysis:

Though A large number of Unstructured Telephonic Interviews were taken, In-Depth

Interviews of merchants were conducted to get proper insight of the actual payment method
used by merchants. some data were also collected through Google Forms

 Overview of the Data Collected and Used

The study is both a mixture of quantitative along with qualitative part. A basic overview of
the data collected and used to make this report are described below.

 Data Type:

This report is based on both Primary and Secondary data.

 Data Source:

Primary Source:

Primary data is data originated for the first time by the researcher through direct efforts and
experience, specifically for the purpose of addressing research problem. Also known as the
first hand or raw data.

Primary data on views of Gamers, Students, Working Class & Homemakers is collected
from personal observations and in person meetings.

Secondary Source:

Like primary source, secondary source is also major stream of information for the report.

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List of the secondary source are:

1. Internet

2. Google Analytics Report

4. Several other reports

5. And other sources

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DATA ANALYSIS &
INTERPRETATIONS

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 DATA ANALYSIS & INTERPRETATIONS:

Sample Size: 100

1) Gender

GENDER
Prefer Not To
Say
5%

Female
40% Male
55%

Male Female Prefer Not To Say

2) Age

Age
50
45
40
35
30
25
20
15
10
5
0
18-25 25-35 35-45 45 & Above

Age

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3) Do You play online games?

Online Games
No
6%

Yes
94%

Yes No

4) How many hours each week do you spend playing Online games?

Playing Hours
60

50

40

30

20

10

0
Less than 1hr 1hr-5hr 5hr-10hr 10hr-15hr 15hr & more

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5) Do you play online paid games?

Online Paid Games

Yes No

6) What type of gamer are you?

Type of Gamers

Aspiring Professional Expert Casual Gamer Novice

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7) Why do you play online games?

Purpose Of Playing Online Games

70

60

50

40

30

20

10

0
Show case Skill Set Earn Money Entertainment Purpose Friends Use it

8) Why don’t you prefer Playing paid games?

Reason for playing paid games

35

30

25

20

15

10

0
Personal Information Risk Losing money factor Online Payment mode Risk on money return
risky

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ANALYSIS& FINDINGS

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 ANALYSIS& FINDINGS:

 Out of total 100 respondents 94% respondents play Online games. And remaining 4%
have no interest in playing online games.
 Among total respondents age group of 25-35 ere highest followed by 18-25 age group.
 According to the response of total respondents who play online games 49 respondent
play 5 to 10 hr per week and 5 respondents i.e. 5% respondents play online games for
more than 15hrs.
 60% of respondents denied when asked if they play online games and 40% said that they
are actively playing online games.
 60% respondents said that they are casual gamers and 5% of them said that they are
expert, 25% respondents said that they are novice and remaini8ng identified themselves
as aspiring professional.
 60% of respondents said that they are playing games for entertainments purpose
 When asked why some respondents don’t play online paid games, 30% said that they
have risk of loss of personal information, 30% said that online payment mode is risky.

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RECOMMENDATION &
LIMITATIONS

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 RECOMMENDATION

According to the analysis and findings, there are some recommendation based on the study.

 There is a large scope in Online paid Games Market of India

 Games Developers should also work on online payment mode, should collaborate with digital
payment providers like Paytm, Gpay and phone pe etc.
 Implement Cloud-based Security Solutions so that Gamers who fear to play online paid
games because of fear of data breach can build trust and have a feeling of safety while
registering with paid online games.
 Game developers should ensure all customers receive the fastest download speeds when they
post a major new release or software update.
 Game Developers should consider motivations that had the highest impact were fun,
challenge and fantasy, attributes in industry.

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 LIMITATIONS

During the three months’ internship period, so many obstacles came in. Some of the
limitations in making the report are following:

a) Lack of knowledge
As a student, in the research field, I have no past practical experience of data collection, data
processing, data analysing, integrating and presenting. So it is a limiting factor for obtain
accurate information.

b) Lack of time
For the time limitation I could not gather more information to justify exact condition. The
time constraints are limiting factors.

(c) Lack of Comfort

In collecting primary data, it is really hard to get correct information from people as they
might not feel comfortable and have insecurity that information might be used for wrong
purpose.

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CONCLUSION

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 CONCLUSION

Working in a Multinational company was one of my dreams. I am so happy that, I could

complete this internship successfully For a young blood like me working with the creative
minds and professionals definitely was a great experience for me. The office and people there
were great like home. Every communication counts. 360 degree communication is done by
KANTAR GROUP, though 3 months attachments is not enough for a person to learn all
those, but the relationships made there are a lifetime asset who are still with me helping learn
so many things. It was a great journey Interviewing a lot number of merchants across Pune &
PCMC. which concludes that, it has been a great learning opportunity for me. This has been a
great learning experience for my career. The project in this report helped me to understand
Online paid games market and how Dream11 and MPL these platforms are targeting gamers
who believe in playing games without paying money. I also learnt about the concerns which
gamers are facing and why they avoid to go for online paid games.

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REFERENCES

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 REFERENCES

1. https://www.kantar.com/
2. https://en.wikipedia.org/wiki/Kantar_Group
3. https://forms.gle/gkRWqdvkRMHMmgmV6

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