SUMMER INTERNSHIP PROJECT WORK ON

“A STUDY ON BUSINESS MODEL AND MARKETING

STRATEGIES ADOPTED BY
BYJU’S AND VEDANTU”

THE PROJECT SUBMITTED TO THE

UNIVERSITY OF MUMBAI

IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF DEGREE OF

MASTER OF MANAGEMENT STUDIES (MMS)

BY

NIKITA M MASAVKAR

PARLE TILAK VIDYALAYA ASSOCIATION’S

PTVA’S INSTITUTE OF MANAGEMENT

VILE PARLE (E), MUMBAI – 400 057.

2019-2021

I
 CERTIFICATE

I Dr. Sucheta Pawar hereby certify that Ms. Nikita M Masavkar, MMS
Student of Parle Tilak Vidyalaya Association’s PTVA’s Institute of
Management, has completed a project titled ‘A study on business
model and marketing strategies adopted by Byju’s and Vedantu’ in
the Academic Year 2020-21. The work of the student is original and the
information included in the project is true to the best of my knowledge.

(Signature of Guide with Date) (Signature of the Director)

Dr. Sucheta Pawar Dr. Harish Kumar S. Purohit

Designation Director

II
 DECLARATION

I, Mr. Nikita M Masavkar MMS Student of Parle Tilak Vidyalaya

Association’s PTVA’s Institute of Management, hereby declare that I have
completed the project titled “A study on business model and marketing
strategies adopted by Byju’s and Vedantu” during the Academic Year 2020-
21.

The report work is original and the information/data and the references
included in the report are true to the best of my knowledge. Due credit is
extended on the work of Literature/Secondary Survey by endorsing it in the
Bibliography as per the prescribed format.

(Signature of the Student with Date)

III
 ACKNOWLEDGEMENT

It is a matter of great satisfaction and pleasure to present this summer

internship report on “A study on business model and marketing strategies

adopted by Byjus and Vedantu”.

Firstly, I am extremely grateful to my mentor and project guide Dr. Sucheta

Pawar for his/her guidance, discussion and critical assessment of the project.

I am also thankful to my institute Parle Tilak Vidyalaya Association’s PTVA’s

Institute of Management for giving me an opportunity to undergo this learning

experience. PTVAIM has given me access to Turnitin, an internet-based

plagiarism detection service which helped me check my project for similarity and

deter any occurrence of plagiarism so that I could follow all the norms set by our

institutes ‘Internal Plagiarism Policy’. I wish to acknowledge my project guide for

his/her valuable suggestions and support while using Turnitin and bringing down

the similarity report to desirable levels.

Finally, I take this opportunity to express my sincere gratitude to all those who

have directly or indirectly helped me in completing my project work.

IV
 INDEX

Chapter No. Chapter Tittle Page No.

Executive Summary

1 Introduction 1

2 Overview of Indian Virtual Education Sector 2

2.1 History of Indian Virtual Education Sector. 2

2.2 Virtual Education Sector in India 3

2.3 Growth of Virtual Education Sector 4

2.4 Current scenario 5

3 Company Profile 6

4 Literature Review 7

5 Objectives and Need for Study 9

5.1 Objectives for Study 9

5.2 Need for Study 9

6 Research Methodology 10

6.1 Data collection 10

6.2 Data Analysis 10

V
 7 Business Model of Byju’s and Vedantu

7.1 Business Model of Byju’s 11

7.2 Business Model of Vedantu 13

8 Marketing Strategy of Byju’s and Vedantu 15

8.1 Marketing strategy of Byju’s. 15

8.2 Marketing strategy of Vedantu. 17

9 Analysis of marketing strategies and its 19

effectiveness-comparison between Byju’s and
Vedantu.

9.1 Primary data analysis of usage of online education services 19

9.2 Analysis of marketing strategies and its effectiveness- 33

comparison between Byju’s and Vedantu.

9.3 Analysis of factor affecting Marketing strategies of e- 38

learning platforms

10 Finding & Interpretations 46

11 Recommendations & Suggestions 49

12 Limitations 51

13 Conclusion 52

14 Bibliography, References & websites 53

15 Annexure

15.1 Annexure 1 55

VI
 15.2 Annexure 2 59

List of Tables

Sr. No Table Title Page No.

9.1 Demographic distribution of respondents 19

9.2 Source of Information 33

9.3 Level of satisfied of the content 34

9.4 Willingness to pay for E-learning platform 35

9.5 Positive aspects of E-Learning platforms 36

9.6 Negative aspects of E-Learning platforms 37

9.7 Chi-Square Tests of Awareness and 38

Adoption of E-Learning

9.8 Cross tabulation of Awareness and 39

Adoption of E-Learning

9.9 Result of Chi square test of Awareness and 40

Socio – economic variables.

9.10 Chi-Square Tests of satisfaction and 44

willingness to pay for the payment.

9.11 Cross tabulation of satisfaction and 44

willingness to pay for the payment.

VII
 List of Charts

Sr. No. Chart Title Page No.

9.1 Knowledge of e-learning/online learning 21

9.2 Awareness about different companies providing 22

online education

9.3 Actual usage of E-learning platform 23

9.4 Platforms used by respondents 24

9.5 Source of knowledge of e-learning platforms 25

9.6 Willingness to pay for e-learning platform 26

9.7 Level of satisfied of the content 27

9.8 Opinion about positive aspects of e-learning 28

platform

9.9 Opinion about negative aspects of e-learning 29

platform

9.10 Types of devices used to access these e-learning 30

platforms

9.11 Reasons for accessing e-learning platform 31

9.12 Preferences about different learning options 32

VIII
 Executive Summary

This project is about the e-learning platforms Byju’s and Vedantu and its marketing
strategy and business model.

The main objective of the project is to try to understand the different virtual learning
platforms that are available for Indian people. We will be mainly focusing on two ed
tech startups that is Byju’s and Vedantu. We will further try to understand their business
model and the marketing strategies that is adopted by them and do comparative analysis
of marketing strategies of Byju’s and Vedantu.

This project is based on primary as well as secondary data. Secondary data is taken
from various research articles and websites. Primary data is collected using survey
method. Survey of 238 respondents of Mumbai district was collected with the help of
well-structured questionnaire. SPSS software was used to Karl Pearson coefficient
correlation and arithmetic mean. simple percentage method using Microsoft excel.

The overall study shows that both the e-learning platform Byju’s and Vedantu are vivid.
Their marketing strategies and business model of both e-learning platforms are unique
and different in their own way. On comparing both the e-learning platform it was found
that awareness, usage, satisfaction, willingness to pay for Byju’s is much higher than
Vedantu. So Byju’s seems to be leading company. There can be number of reason for
Byju’s to lead one can be the content is better and other can be more effective marketing
strategies.

IX
 ORIGINALITY REPORT

4 % 3% 2% %
SIMILARITY INDEX INTERNET SOURCES PUBLICATIONS STUDENT PAPERS

PRIMARY SOURCES

www.exchange4media.com
1
Internet Source
1%
commons.emich.edu
2
Internet Source
<1%
lib.dr.iastate.edu
3
Internet Source
<1%
f.hubspotusercontent20.net
4
Internet Source
<1%
eprawisdom.com
5
Internet Source
<1%

X
 Chapter 1: - Introduction

India is young India we can grow superpower provided our human resource is developed by
all means. This means that they are not only provided with the basic necessities that are food,
clothing, and shelter but there should also be a proper provision of education facilities. By
providing proper education people can acquire skills and knowledge which will help India to
be more prosperous. Better skills and better knowledge improve the productivity of people
which would benefit our country. Post pandemic it has become essential that India become
self-sufficient by all means. So skill enhancement has become a very important aspect for
every individual. That’s the reason education virtual as well as physical education has
become most important for the country.

There are number of educational institutes as well as various professional courses available
in country. According to 2011 census, there are all together more than 1.5 Million number of
schools, 799 universities and 40 thousand colleges in India. Beside this another platform has
been developed in India from last few years that is virtual platform. And there are many
companies that are getting registered on this platform to impart education and to develop skill
and knowledge of their employees. There are various government initiatives like Swayam
and also various private initiatives where they provide various courses, educational
information, etc. on virtual platforms.

Where private organization or private initiatives are concerned success of those organization
or their reach to the end audience depends on the marketing strategies adopted by those
companies. In this project, basically the marketing strategies of the two most renounced
private platforms of virtual education which imparts app based education to the end users that
are Byju’s and Vedantu will be studied. Byju’s and Vedantu are e-learning platforms. E-
learning is based on communication and information technology. The basic component of
e-learning are platform, content and the communication tool. This project further study about
growth of these companies and how it gained so much of popularity in Indian market and
various techniques used by them to hold their position in the market.

1
 Chapter 2:-Overview of Indian Virtual Education Sector.

2.1 History of Indian Virtual Education Sector.

It is believed that the concept of virtualization has originated in the mainframe days in
late 1960s and early 1970s. It is the time when IBM (International Business Machine
Corporation) was investing lot much of efforts and time in developing robust time-
sharing solutions. Robust time-sharing solutions is where it becomes possible for people
to share resources among many users at same time by means of multi-tasking or
multiprogramming.

In past virtual education was done by posting the text books to the students with letter of
the assigned work and then the person has to complete the assignment and send it to the
teacher on which the used to be marked. Correspondence teachers use to handle this. The
concept of virtual education was first documented in 1972.

It was due to an advertisement that appeared in Boston Gazette from Caleb Phillips. It
advertised that any “persons in the country desirous to learn this Act, may by having the
several lessons sent weekly to them be as perfectly instructed as those that live in
Boston”. The University of Wisconsin Extension was the first true distance institute
which was done, in 1905.

From early 1700’s till now virtual education and the way it is delivered has changed a lot.
It was first begun as correspondence course and it has evolved with time. The time line of
virtual education is as follows: -

1800s to 1900s Correspondence courses

1950s to 1960s Video conferencing
1950s to 1980s Teleconferencing
1990s to Present Web based instruction

2
2.2 Virtual Education Sector in India

With the development in technology Virtual education in India has gain its popularity. In
technology, India is developing at an exponential rate. India has population of 1.3 billion
out of which 25% of the total population are smartphone users. 564.5 million population
avail internet facilities. Due to high speed internet facilities and increasing use of
smartphones India has become technology driven.

With the rise in use of the internet among the people, life of people has drastically
changed. People are inclined more towards doing all things online. Now a day’s people
like to shop online, conduct business online, make friends online, study online, etc.
E-commerce is most prominent virtual industry followed by virtual education and online
learning. With increase in information that is provided on the internet and number of
courses that are available people prefer to learn online in India.

With the immense popularity and potential in digital technology in India even The
Honorable Prime Minister has intended to transform our nation and create opportunities
for citizens by harnessing digital technologies, through digital India initiative. This
initiative comprises of various projects in different areas such as health, education, etc.
Due to this initiative by the government virtual education has boosted.

Virtual education is primarily based learning system on formalized technique with the
help of electronic resources such as computers, smartphones, laptops and internet
services. Due to good internet connectivity and digitalization facilities there is growth in
virtual education in India. In virtual education the education is delivered in different types
that includes online courses, hybrid or blended courses, massive open online courses and
certification courses among others.

Some of the advantages of virtual education is that the person can access the education
material for anywhere and at any time. It has flexibility and the person can understand
and learn by his own pace and own time. Person can save money and time as if thing is
available at tip of finger for free he may not enroll himself for places that charges huge
money. There are my virtual platforms that provide with certification which is very
helpful.
3
2.3 Growth of Virtual Education Sector

India had gone through many numerous developmental phases. From the phase where
people knew nothing more than just eating and digging, the development has gone on and
on. It was the learning power of people that made them reach to the stage that human has
reached now. This power has help them develop the spirit of developing new
technologies.

In today’s time we keep on hearing of new inventions or new ideas every second day.
This spirit is delivered by education. Education is strong pillar to it and irrespective of
language and distance the person can strongly represent himself. Education has evolved
itself and just from getting education in close room with teacher teaching to specific
number of students it has now evolved into a phase where in people from different places
and different time zones can now access to learn from who so ever they want a person in
different country, different state, etc.

E-Learning is becoming very important and it giving rise to Virtual Learning

Environments. It has now become an established method of delivering education. Virtual
Classroom, computers, internet via worldwide web (www), etc. are included in this type
of teaching. By just login they open to door to immense knowledge. They can access all
study material, gain extra knowledge on something, can learn something new, etc.

In India the Virtual education market was worth $ 247 million in 2016, which is expected
to grow about $ 1.96 billion by 2021. That is a compound annual growth rate of 52%.
The number of users enrolled for various online learning courses is estimated to be 1.6
Million in 2016, Which is expected to grow about 9.6 Million by the end of 2021. It is
forecasted that there is a 175% increase in the cost of classroom education, this gives
online education more preferred because it is cost effective. Nearly 48% population in
India between 15–40 age group with high aspirations but lower income is a good target
market for online education. And, the acceptability of online channel is high in the
younger demographic.

4
2.4 Current scenario

Virtual education in India has flourished in last few months. Virtual education not only
cater to K-12 but in current scenario it has also started catering to professional courses
and various skill development courses too. A report by KPGM stated that there is
unbelievable gush in the course of higher education as well including private
universities that are offering undergraduates and post graduates e-learning programs. Its
unique content and unique delivery model engage the users and create interest in them so
that the user return back to the site, it has boosted in last two years.

With the increasing demand and growth of e-learning industry even the government has
been initiating new R&D projects and also strengthen the existing one through adequate
fund that will cover all the key segment. E-learning has flourished but may people did not
accept this approach.

Covid -19 caused nationwide lockdown due to which school and college has shut down
and this made all education institutes to switch to e-learning mode. Now a day e-learning
has become mainstream. Leveraging the crisis as an opportunity many of the education
based startups have started with many new online courses and also have provided with
some free courses in the lockdown period.

Due to pandemic many industries are suffering huge losses and are out of business but
the e-learning industry has boomed during this period. Huge amount of investment is
being done in e-learning startup by big giants such as Facebook, GGV Capita and Matrix
Partners etc. globally. Top companies such as Byju’s, Edukart, Vedantu, etc. have seen
sudden traffic to their learning platform during this period of lockdown. Unacademy, the
learners have increase thrice. This shows that e-learning has increasing demand in
today’s world and the learners have adapted to the newly convenient learning approach.

5
 Chapter 3: - Company Profile

Centre of Entrepreneurship and Innovation (COEI) is PTVAIM’s incubation center

established in 2018. Previously COEI was an E-cell which was later converted into an
incubation center with state of the art infrastructure, mentorship and seed fund support
with the vision of supporting student entrepreneurs and build entrepreneurial culture in the
campus.

Over the past three years COEI has successfully organized various initiatives such as
Entrepreneurship Development Program (EDP), a national conference titled ‘Be a job
creator not a job seeker’, Pre-incubation program which helps participants build their proof
of concept and their flagship event Wings2Vision: a training based business plan
competition for students across Mumbai.

Today COEI proudly houses 4 business teams and 1 of their businesses has successfully
graduated and is making headway into the business world. COEI is also actively
interacting with the Israeli consulate to gauge possibilities of tie-ups and exchange
programs with the largest entrepreneurial eco-system in the world.

PVAIM was chosen as an Institution Innovation Council (IIC) under the aegis of MHRD’s
Innovation Cell (MIC) Government of India and AICTE in 2018. All of IIC activities are
also conducted by COEI and over the past 3 years we have been able to reach and impact
more than 500 students across Mumbai region. COEI aims to be the best student business
based incubator in India.

6
 Chapter 4: -Literature Review

• S. Shruthi (2018) conducted a research in Chennai. The objective was to study different
marketing strategies adopted by jio and successful implementation of strategies and its
impact in society. Empirical research was conducted. The data was collected using primary
data as well as secondary data. Survey method was used and 100 responses were collected by
structured questionnaire. They study found that the respondents felt Jio is the best service
provider because of it good service and even if there are any fault they rectify it. Due to
which they have become peoples favorite service provider.

• Mr. Mohammad sirajuddin (2017) conducted a research. The objective of the study was to
understand the marketing elements that has competitive advantage in marketing sector and
also to identify importance of marketing strategies. The data was collected using secondary
data. The study found that modification and innovativeness is very essential in retail sector.
By adopting various innovative means of luring and attracting customers, Big Bazaar and D-
Mart has increased their market share. The marketing element such as product price place
promotion greatly influence customer satisfaction and modern marketing.

• P. Subikshaa (2018) conducted a research in Chennai. The objective of the study was to
understand the way Samsung create awareness about their product in market by innovative
advertisements. Empirical research was conducted. The data was collected using primary and
secondary data. Survey method was used and the responses were collected by structured
questionnaire. The study found that the new Samsung strategy was key to evolution.
Samsung is convinced that most effective way of promotion is advertisement and they have
different promotional techniques. Rather that satisfying requirement of society they have
started focusing on individual need.

7
• Ajay Balaji Dhomne (2019)conducted research in Nagpur. The objective of the study was to
understand marketing methods adopted by Amazon & Flipkar, its impact on productivity level
of company and marketing and advertisement techniques and strategies of company. The
data was collected using primary and secondary data. Survey method was used and responses
were collected by structured questionnaire. The study found that flipkart and amazon are
tough competitors. Being international companies they have very well understood Indian
market. Study concludes that amazon has high reach to people as compared to flipkart.

• Gedela Rakesh Varma (2017) conducted a research. The objective of the study was to
understand marketing strategy in amul dairy. The data was collected using secondary data.
The study found that Amul products are enjoyed by all demography people because of wide
range of products and its availability. It uses mass marketing principle. They cater to high
class as well as middle class people.

• Falguni Babhulkar (2017) conducted a research. The objective was to study the growth of
effective digital marketing strategies of Patanjali FMGC, marketing mix and different
survival strategies in hyper competition. The data was collected using primary and secondary
data. Interview and observation method was used to collect the primary data. Study
concludes that the product is very successful as it is offering its product to customers online
as well as offline through chain retail stores.

8
 Chapter 5: - Objectives and Need for Study

5.1 Objectives for Study

• To study different virtual platforms available to Indian people.
• To study and understand business model of Byju’s and Vedantu.
• To understand marketing strategies used by Byju’s and Vedantu.
• To do comparative analysis of marketing strategies of Byju’s and Vedantu.

5.2 Need for Study

Due to the pandemic situation people has realized all the more importance of virtual
education platforms so it is very essential to understand how far virtual platforms are
developed and adopted in our country. In such situation where many businesses are not
able to function properly it is necessary to know how the most flourishing sector right
now that is virtual education is functioning and what marketing strategies are adopted by
them and how successful it has been for the businesses.

9
 Chapter 6: - Research Methodology

6.1 Data collection

There are two type of data collection method: -

• Primary Data
Primary data is the original data source where the data is collected firsthand by the
researcher himself for very specific research or project. Primary data collection
method is most authentic and original data collection method.

• Secondary Data
Secondary Data is the data that has already been collected by some researcher or
investigator in past and is made available for other in published or unpublished form.
Secondary data provides baseline for primary research

• This project is based on primary as well as secondary data. Secondary data is taken
from various research articles and websites. Primary data is collected using survey
method. Survey of 238 respondents of Mumbai district was collected with the help of
well-structured questionnaire.

6.2 Data Analysis

• Where primary data analysis is concerned it was done using statistical tool like
arithmetic mean and Karl Pearson coefficient of correlation using Spss software. The
simple percentage method was done using Microsoft excel.

• Following hypothesis were tested

➢ There is an association between awareness and adoption of e-learning.

➢ There is association between gender and awareness of e-learning
➢ There is association between age and awareness of e-learning
➢ There is association between education and awareness of e-learning
➢ There is association between employment and awareness of e-learning.
➢ There is an association between satisfaction and willingness to pay for
the content
10
 Chapter 7: -Business Model of Byju’s and Vedantu

7.1 Business Model of Byju’s

Byju’s is worlds most valued ed-tech company and is one of India’s most loved
school learning application. Byju’s is the learning platform that was created by Byju
Raveendran. In 2008, he found a company named Think and Learn Pvt. Ltd. The
learning application was developed by Think and Learn Pvt Ltd in 2011. In 2015, the
learning application was launched under the name Byju’s.

Byju’s is a learning application follows K-12 series. Where ‘K’ stands for kinder
garden and ‘12’ for 12 standard. It means that they cater to students from kinder
garden to students studying in 12 standards. It also caters to students appearing for
entrance exams such as JEE, IAS, CAT, etc. Their technique of teaching and making
students understand concept is very unique. They mainly focus on science and
mathematics. They make student visualize each concept using digital animation
videos so that it becomes easy for students to understand concepts, unique knowledge
graph to understand strength and area of improvement and interactive test which
helps students to know their understanding. They have AI driven recorded lectures
that help students to revise and study at their own pace and the process becomes more
lively and interesting. They consider that large differentiated product, philosophy and
strong sales mechanism had made it possible for them to give quality education to
millions of students.

It is the first Asian country to receive investment from Chan Zuckerberg Initiative,
the philanthropic organisation created by Facebook founder Mark Zuckerberg and his
wife Dr Priscilla Chan. Byju’s has raise $ 244 million in 7 different funding rounds. It
has received the largest fund in education startup in India from Sequoia Capital and
Belgian investment firm Sofina in 2016. In March 2019, it is was the world's most
valued edtech company at $5.4 billion (Rs 37,000 crore). On 27 May 2020 Byju's had
claimed that they have gained Rs. 2,800cr revenue in FY20.

India has largest K-12 market in the world, with 260 million enrolled students. In
2015, while the application was launched only 9,00,000 students purchased the
11
annual subscription. But it has made remarkable invasion across 1,700 towns in tier
II, III, and IV cities. It has also expanded to Middle Easter countries. It is targeting
the English medium population, which is about 120 million students. As they are
focusing more on mathematics and science the content that is made is easily re-
useable as the concept are universal.

They have competition such as Khan Academy, Vedantu, etc but they don’t generate
same level engagement as Byju’s. they don’t have any directly comparable digital
product. The primary competition of Byju’s is the offline tutorial industry that
provides tutorial to the student after school and are focused on test preparation. The
offline model has geographical constrain and is very hard to scale. The competitive
advantage of Byju’s is that it has bought together the contextual, theoretical and
visual dimensions. This help the application or the product to be more lively and
highly effective. This engage and attract students more towards the application.
Byju’s has positioned its product completely different from its competitors. Its use of
animation, visual effects and captivating lectures appeal and attract students. It has
created niche for itself in Indian edtech.

They work on freemium based model. It means that they give users free trial period of
15 days and then the sales team contacts the user and provide them with all the
information about various product that are available and subscription process.
The sales team has grown four times the size in year 2016 to 2018. During this time
the revenue of the business has increased by five times. The company has revenue of
Rs 1,341 crore in F.y 2018-2019. The company has forecasted revenue of Rs 3,000
crore in financial year 2019 – 2020. The net income of Byju’s is Rs 20.16 crore in the
financial year March 31, 2018.

12
7.2 Business Model of Vedantu

Vedantu is India’s leading online tutorial company that enables students to learn
LIVE with best current teachers of India. The name ‘Vedantu’ is derived from a
Sanskrit word ‘Veda’ which means knowledge and ‘Tantu’ which means Network. It
means that Vedantu is a knowledge network where students can tap into a teacher
directly and learning can happen in personalized way, anytime-anywhere. Vamis
Krishna, Pulkit Jain, Saurabh Saxena and Anand Prakash are founders of Vedantu.

In 2006, Vamis Krishna, Pulkit Jain, Saurabh Saxena and Anand Prakash the
founders of Vedantu had established their first education venture named ‘Lakshya’
which was acquired by a listed company MT Edcare (Mahesh Tutorial) in 2012.
Vedantu is second venture company of these IITains founders. In 2011, the company
integrated as a joint venture with Bangalore-based Vedantu Innovations Pvt. Ltd. In
October, 2014 Vedantu was launched on public platform.

Vedantu provides extensive variety of modules for class 4th to 12th standard.
Currently they are providing services for the SSC, CBSE and ICSE for subjects such
as Mathematics, Science, English, Sanskrit, German, and many more. It also provides
preparatory courses for National Eligibility cum Entrance Test (NEET), Joint
Entrance Examination (JEE) Indian Institute of Technology (IIT) and National Talent
Search Examination (NTSE). It also provides courses for International Mathematics
Olympiad and National Science Olympiad.

Vedantu provides Online LIVE interactive learning between teacher and students.
The live lectures are offered in group and to individuals. Vedantu provides
personalized teaching using two-way audio, video and whiteboard tool where the
teacher as well as the students can see, hear, write and interact simultaneously at very
low internet usage. They provide the replay of the lectures held. They provide the
performance report to students and parent for review.

13
Vedantu operates on B2C business model wherein the company provides services
such as live online classes using virtual environment call WAVE (Whiteboard Audio
Video Environment) to the students. It has received many awards for its Ed-tech
startup. There are more than 9,00,000 students registered on the Vedantu application
and it has more than 1000 employees and more than 500 teachers. It operates in more
than 1000 cities. Its competitors are Byjus, Unacademy, Khan Academy, etc

Vedantu has total funding of $190.9 million. It got its first funding of $150 thousand
in June 20150. Accel funded $ 5 million in 2015 in series A. In 2018, $11 was
invested by Accel and Omidyar Networks in series B. In 2019 it recived $ 42 million
funding from WestBridge, Accel, Tal Education and Omidyar Networks. In 2020, it
recived funding of $ 37.5 million in series C from Omidyar Networks, Legend
Capital, WestBridge, K B Global Accel and GGV capital. In 2015, 2020 in series D
round it recives funding of $100 million.

Vedantu works on subscription based model and provides subscription ranging from
Rs 100 to Rs 5000 based on different courses and different grades. It made revenue of
$10.44 million in financial year 18-19 which was increase of around 97% from the
previous year.

14
 Chapter 8: - Marketing Strategy of Byju’s and Vedantu

8.1 Marketing strategy of Byju’s.

Byju’s is worlds most valued ed-tech company and is one of India’s most loved school
learning application. It slogan is Fall in Love with learning. It caters to students from
kinder garden to 12th standard. As we know that during school level all the important
decisions are made by the parents and the students together. It is thumb rule of
marketing that it has first identify its target audience. Byju’s has correctly identified its
target audience i.e. millennials or the Gen-Z and their parents. It has correctly
understood that it has to engage the students but also needs to make parents to pay for
the subscription. It has successfully adopted two-pronged strategy.

Byju’s works on freemium based model. It means that when the application is
downloaded from the play store the users is given free trial period of 15 days and then
the sales team of Byju’s contacts the user or the parent of the user and provide them
with all the information about the Byju’s application, various product that are available,
how useful it will be for students and subscription process.

To connect to Gen-Z they have come up with early learning application with an aim to
catch them young. Shahrukh Khan is the brand ambassador of the Byju’s. It has also
partnered with Disney. For young children’s they provide with interactive learning
videos, educational games, etc which keep them engaged. For young children it gives
technology in their hand which gives all together new meaning to education and helps
in high engagement towards the product and brand as whole.

For the parents they have identified concern about their children. Children’s are glued to
mobiles these days so they came up with constructive digital platform that can help
students to learn and grow in most innovative way. They have managed to bridge the
gap with the help of consultants. After the consultation over call by sales team the
consultant visits the parents at home. While the commercials and the product are
targeted towards students the final push of the product is in form of personal
communication.
15
Earlier when the Byju’s was first introduced in the market it had gained it publicity in
the student’s worldwide by ‘word of mouth’. It spread like wildfire and quickly reached
millions of students and have become known to many before any ad champing.

To make brand image more strong and create brand awareness they started with digital
marketing campaign through social media such as YouTube. This lead to increase in
downloads of their application to 9,000 downloads per day mostly in the large cities.

Later to get hands over as many children possible and to attract more population
towards the Byju’s application they launched series of nationwide television campaign
featuring Bollywood star, Shahruk Khan as brand ambassador to grab masses attention
and push out information to every target household. This lead to increase in downloads
of the Byju’s application to 50,000 downloads per day. They also got on board actor
Mahesh Babu to target students of Telangana and Andhra Pradesh. Television had made
it possible for application to reach small towns where digital platforms had less access.
It has also print ads into media pie to ensure the awareness in the parents from non-
metro region.

Byju’s has been quite aggressive in terms of marketing, it has also sponsored jersey for
Indian team in T-20 match in 2019 and has deal upto march 2022. It had allocated a
major portion of its marketing budget of 2019 on cricket sponsorship. The brand had
recently launched a television advertisement featuring the Indian cricket team dressed in
new jersey. It is one of the sponsors of Indian Premier League (IPL) in 2020.

Byju’s spend Rs 185.5 crores in financial year 2018 and Rs 450 crores on
advertisement in financial year 2019. This has led to increase in net revenue from Rs
520 crores to Rs 1,480 cores in 2019. Its marketing expense went up by 70 percent from
Rs 54.70 crore in F.y 18 to Rs 94 crore in Fy 19. Byju’s business promotion expenses
also rose by 170 per cent to Rs 346 crore in FY19 from FY18’s Rs 128 crore.

16
8.2 Marketing strategy of Vedantu.

Vedantu is India’s leading online tutorial company that enables students to learn LIVE
with best current teachers of India. It is a revolutionary concept of online learning
adopted by Vedantu and is now reaching the minds of the people. Vedantu had come up
with an integrated marketing solution to connect with its target audience. It has
implemented various marketing strategies through both online and offline channels. The
media elements through which it has most marketed the brand are as follows:
1. TV advertisements/ Ad campaigns
2. Print media
3. Word of mouth
4. Social media (Facebook, Instagram, YouTube, LinkedIn)
5. Digital media (SEO, blogs, testimonials, affiliate marketing)
6. Sales/ Promotional campaigns

The company functions online and the coaching is provided through PDAs (Personal
Digital Assistant) it focuses more on digital marketing and mostly prefers increasing
brand awareness through social media. The brand has identified different ways of
marketing and implemented some successful strategies.

The first started category creation campaigns via time-tested mass media channels in
their home city Bangalore with an objective to educate their audience about the category
they are representing and showcasing the USPs that cater to various pain points of
parents and students in their city or city in India or abroad. While planning a campaign
they focused on raise of awareness of the category and NOT keeping the focus on brand-
building for Vedantu. They aim to take category to masses and create impact at scale.

It has launched its first brand campaign ‘Samajh aayega toh mazaa aayega’ across
leading television channels and social media, the brand ad film narrates how Vedanta’s
technology intervention has made learning a fun and engaging experience. It has
partnered with advertising agency BBDO India for the creative concept and ideation. It is
summit of Vedantu journey that began in 2014 that bought first Live lecture to 2019
frontrunner in the LIVE and personalized learning space. They want Vedantu as
synonymous to LIVE lectures.

17
Due to the dominance of Chinese OEMs, Vedantu wasn’t able to reach the right
customers with the right messaging, and this affected their engagement strategy. Using
MoEngage’s Push Amplification, Vedantu was able to maximize its reach with relevant
messaging across different levels of the onboarding journey.

Bluebot Digital agency has made a national television commercial for Vedantu, the live
online tutorial platform, with the theme ‘India's learning's won't stop'. The film shows
kids learning online on the platform from different cities of India.

Vedantu has successfully implemented Outsourced CMO model. Outsourced CMO

model is where in they offer end-to- end support and encourage enterprise during critical
or growth phase and once they achieve essential scale they hire and manage both in-
house teams and external vendors including PR, media-buying and creative agencies.
Vedantu did not hire full time marketing team it outsourced it to Outsourced CMO.

Vedantu has also partnered with Essence. Essence helps Vedantu in making
advertisement strategies, analytics, integrated media planning, media activation and
advertising operations. It has integrated with Essence to promote its brand offline as well
as on digital media including performance media.

Due to the dominance of Chinese OEMs, Vedantu wasn’t able to reach the right
customers with the right messaging, and this affected their engagement strategy.

Due to the dominance of Chinese OEMs, Vedantu wasn’t able to reach the r
18
 Chapter 9: - Analysis of marketing strategies and its effectiveness-comparison
between Byju’s and Vedantu.

To understand how far the business model of Byju’s and Vedantu and marketing strategies of those
companies have become successful. A data of 238 respondents from Mumbai district was collected
using well-structured questionnaire. The data analysis is presented as follows.

9.1 Primary data analysis of usage of online education services

9.1.1 Demographic distribution of the respondents

Demographic profile of 238 respondents is shown as follows

Table 9.1
Demographic distribution of respondents

Class Interval Respondents % of Respondents

Age Group
Less than 20 27 11.30%
20-29 164 68.90%
30-39 28 11.80%
40 and above 19 8.00%
Gender
Female 128 53.80%
Male 110 42.20%
Educational Qualification
Primary 6 2.50%
Secondary 18 7.60%
Under Graduate 21 8.80%
Graduate 110 46.20%
Post Graduate 68 28.60%
Professionals Courses 15 6.30%
Occupation Status
Student 151 63.40%
Professional 22 9.20%

19
Salaried 52 21.80%
Homemaker/Housewife 3 1.26%
Businessman 9 3.78%
Retired 1 0.42%

Observation:

Out of 238 respondents, 27 respondents belong to age group less than 20 years. Maximum
respondents that is 164 (68.90%) falls in age group of 20-29. 28 respondents belong to age
group of 30-39 and 19 respondents belong to 40 and above age group.

From the total responses collected by survey, 128 respondents were female i.e. 53.80% and
110 of them were male i.e. 42.20%.

On the basis of education Qualification, the majority of the respondents 110 (46.20) are
graduates. 68 (28.60) respondents are postgraduates and 15 (6.30%) have completed
professional courses. 6 (2.50%) respondents are primary students and 18 (7.60%) are in
secondary.

When bifurcated on basis of occupation status, Maximum respondents are students with a
total response of 151 i.e. 63.40%. 52 (21.80%) respondents are salaries, 22 (9.20%) are
professional and 9 (3.178%) are businessman. 1 respondent is retired and 3 are housewife.

20
9.1.2 Knowledge of existence of e-learning platform

After understanding demographic profile of respondents we try to understand how many

respondents are aware and have knowledge of e-learning. The Knowledge of existence of e-
learning platform by respondents is analyze with the help of following chart.

Chart 9.1

Knowledge of e-learning/online learning

163

68 51 45 38 30
1

Observation:

Out of 238 respondents, 68 respondents i.e. 28.60 % feels that online learning is learning at your
own pace and at your place with the help of internet, 51(21.40%) respondents feel that it is about live
lectures over the internet, 45 (18.90%) of them feels that it is studying a course online
(certificate/without certificate), 38 (16%) feels that it is about learning with use of application
/website/devices and 30 (12.60%) fells that it is learning irrespective of your location in the world.
163 respondents i.e. 68.50 % of total respondents have selected all the 5 options i.e. learning at your
own pace and at your place with the help of internet, live lectures over the internet, studying a course
online (certificate/without certificate), learning with use of application /website/devices and learning
irrespective of your location in the world. 1 respondent has no idea about online learning.

21
9.1.3 Awareness about different companies providing online education
After that we tried to understand how many respondents have knowledge of online education we will
now try to understand how many are aware about different companies which are providing online
education. The awareness or the knowledge about different e-learning platforms or the companies
can be analysed with the help of following chart.

Chart 9.2

Awareness about different companies providing online education

202

137
124
101
73
59 56
46
16 21

Observation:

Out of 238 respondents, Maximum number of respondents 202 i.e 84.90% are aware of Byju’s e-
learning platform. 137 (57.60%) respondents are aware about Unacademy, 124 (52.10%)
respondents are aware about Vedantu, 101(42.40%) respondents are aware about Udemy, 73
(30.70%) respondents are aware about Coursera, 59(24.80%) respondents are aware about Khan
Academy, 56 (23.50%) respondents are aware about Harvard edx, 46(19.30%) respondents are
aware about Swayam courses and 16 (6.70) respondents are aware about Other international MOOC
courses. 21 respondents are aware about more learning platform such as Vskills, Doubt nut, etc.

22
9.1.4 Actual usage of E-learning platform

After understanding the awareness amongst the people about different companies providing online
education we try to understand how many of them are actually using/intend to use those platforms.
The Actual usage of E-learning platform by the respondents can be understood with the help of
following chart.

Chart 9.3

Actual usage of E-learning platform

2%

10% Yes

34% No

35% Started using during the lockdown

19% Intend to use in future

Do not want to use

Observation:

Out of 238 respondents, 82 respondents i.e. 35 % of total respondents started using the e-learning
platforms during the lockdown period. 81 respondents i.e. 34% of total respondents were using the e-
learning platforms and 24 respondents i.e. 10.10% intend to use e-learning platforms in future. 46
respondents i.e. 19.30 % of total respondents don’t use e-learning platforms and 5 respondents are
not using and don’t want to use e-learning platforms in future.

23
9.1.5 Platforms used by respondents

After understanding how many of them are actually using those platforms we try to understand the
platforms that they are using. The e-learning platforms that are used by the respondents or that are
adopted by them is analyzed as follows.

Chart 9.4

Platforms used by respondents

48
43 40 42
35
25
16 16 16
7

Observation:

Out of 163 respondents that are aware and are using e-learning platform out of them, 43 of them use
Byjus,16 of them use Vedantu and Khan Academy respectively, 35 of them use Unacademy, 48
respondents use Udemy, 40 of them use Coursera, 16 use Harvard edx and 7 respondents use Other
international MOOC courses. However, it can also be observed that 42 respondents are using other
e-learning platforms.

24
9.1.6 Source of knowledge of e-learning platforms.

After understanding how many of them use the e-learning platform we try to understand from which
source did they get information from. The source from where the respondents became aware about
the e-learning platforms can be understood with the help of following chart.

Chart 9.5

Source of knowledge of e-learning platforms

176

109

67
50
12 8 4 13
Television Radio Social Email Print Podcast Word of Other
Media mouth

Observation:

Out of 238 respondents, amongst them most of the respondents i.e. 176 respondents got knowledge
about the e-learning platforms from social media followed by 109 respondent that became aware
and got knowledge about the e-learning platforms from television. 64 of them got knowledge about
the e-learning platforms from word of mouth it means they heard it from their family, friends etc.
50 of the respondents got knowledge by Emails. 12 of them came to know about e-learning
platforms from radio, 8 by print and 4 respondents came to know about e-learning platforms from
podcast. 13 of them came to know and got knowledge from other sources.

25
9.1.7 Willingness to pay for E-learning platform.

After understanding the source from where they came to know about e-learning platform we
understand how many of them are ready to pay for the e-learning platform. The willingness of the
respondents to pay for the e-learning platforms can be analyse with the help of following chart.

Chart 9.6

Willingness to pay for E-learning platform

35%

65%

Yes No

Observation:

Out of 238 respondents, 84 respondents i.e. 154 respondents are willing to pay for the e-learning
platforms. However 84 respondents i.e. 35% are not willing to pay for the e-learning platforms.

26
9.1.8 Level of satisfied of the content

After understanding how many of them are ready or willing to pay for the e-learning platform we
understand how many of them are satisfied with the content provided by e-learning platforms. The
level of satisfaction that the respondent has gained by the content provided by e-learning platforms
can be analyse by following chart.

Chart 9.7

Level of satisfied of the content

25%

Yes No
75%

Observation:

Out of 238 respondents, 179 respondents i.e. 75% are satisfied with the content that the e-learning
platforms provide. However, 25% i.e. 59 respondents are not satisfied with the content that the e-
learning platform provide.

27
9.1.9 Opinion about positive aspects of e-learning platform.

After understanding how many of them are satisfied with the content provided by e-learning
platforms let us understand positive aspects of e-learning platforms. The positive aspects of e-
learning can be analyze by the following chart.

Chart 9.8

Opinion about positive aspects of e-learning platform

Effective and motivating 80

Innovative technique 125

Reliable data 74

Easy accessibility 164

User-friendly 150
0 20 40 60 80 100 120 140 160 180

Observation:

Out of total 238 respondents, 164 respondents say that e-learning has easy accessibility to data. 63 % ie
150 respondents say that e-learning is user friendly. 125 respondents ie 53% say that e-learning is an
innovative technique. 80 respondents i.e. 34% say that e-learning is effecctive and motivating and only
74 respondents i.e. 31% say that e-learning have reliable data.

28
9.1.10 Opinion about negative aspects of e-learning platform

After understanding the positive aspect of e-learning platform we try to understand negative aspects of
e-learning platforms. The negative aspects of e-learning can be analyz by using the following chart.

Chart 9. 9

Opinion about negative aspects of e-learning platform

Lack of accreditation & quality assurance 93

Practical demonstrating not possible 132

Is not suitable for some courses 143

Social isolation 73

Lacks face to face communication 168

0 20 40 60 80 100 120 140 160 180

Observation:

Out of 238 respondents, 168 respondents i.e. 71 % say that e-learning lacks face to face
communication. 143 respondents i.e. 60% say that e-learning is not suitable for some courses. 132
respondents i.e. 56% say that e-learning lacks practical demonstration. 93 respondents i.e. 39% say
that e-learning lacks accreditation and quality assurance and 73 respondents i.e. 31% say that e-
learning .

29
9.1.11 Types of devices used to access these e-learning platforms

After understanding the negative aspect of e-learning platform we try to understand the devices that
are used to access the e-learning platform. The type of devices used by the respondent to access the
e-learning platforms can be understood with the following chart.

Chart 9. 10

Types of devices used to access these e-learning platforms

201 198

103 90

1
Desktop Laptop Mobile Phone Tablet Others

Observation:

Out of 238 respondents, 201 respondents use laptop to access the e-learning facilities. 198
respondents i.e. 85% respondents use mobile phone for the same. The next highest used devices are
the desktop with total responses of 103 respondents. Only 90 respondents use tablets for using the
e-learning platforms.

30
9.1.12 Reasons for accessing e-learning platform

After devices used to access the e-learning platforms we try to understand various reason for
people to access or use e-learning platform. The reasons to access e-learning platforms can be
analyse with the following chart.

Chart 9. 11

Reasons for accessing e-learning platform

119
107 108
95
76
43
25 27

Observation:

The highest reason for a respondent to join or adopt e-learning was due to pandemic and this was
voted by 119 respondents out of the 238 respondents. The next reason to access the e-learning
platform is increase knowledge enhancement which was selected by 108 respondents. 107
respondents say that skill development is the reason to e-learning platforms. 95 respondents are
accessing e-learning for additional certification.76 use e-learning platforms for value addition.43
respondents are using e-learning since there is compulsion by college/school/university/office. 25
respondents are encouraged by their friends and relatives. And 27 respondents are using e-learning
for all of the above options.

9.1.13 Preferences about different learning options

31
After understanding various reason for people to access or use e-learning platform we try to
understand preferences of people about different learning option. The preference of respondents
related to different learning option is analyze with following table

Chart 9.12

Preferences about different learning options

16% 14%
Online /e-learning

Hybrid learning (combination of e-

learning and traditional learning)
Traditional learning( Classroom
teaching)
70%

Observation:

Out of the 238 respondents, 70% respondents i.e. 166 respondents prefer hybrid learning which is a
combination of online and traditional learning method. 16% i.e. 39 respondents prefer traditional
learning which is classroom learning. 33 respondents i.e. 14% respondents prefer online/e-learning
over traditional and hybrid learning.

After completing the overall analysis about online education we are now going to analyze the
primary data in order to understand which of the companies (Byju’s and Vedantu) are more popular
in the market.

32
9.2 Analysis of marketing strategies and its effectiveness-comparison between Byju’s and
Vedantu.

9.2.1 Source of Information

For marketing strategies to be successful it is very necessary to select a proper channel so with the
we tried to understand which medium has more reach and created awareness about Byju’s and
Vedantu.

Table 9.2
Source of Information

Source of Information
Byju’s Vedantu
Television 92% 66%
Radio 83% 58%
Social Media 85% 54%
Email 86% 66%
Print 75% 63%
Podcast 75% 75%
Word of mouth 87% 51%
Other 85% 46%

Out of 238 respondents, 92% of them came to know about Byju’s and 66% came to know about
Vedantu through television. It can be seen that Byju’s advertisement campaigns were effective than
that of Vedantu.

Social media being the most used marketing platform, 85% of the respondents got to know about
Byju’s and 54% of them came to know about Vedantu through social media. It can be seen that the
social media campaign was fruitful for Byju’s.

Word of mouth has gained lot of publicity to both the application. 87% of the respondents came to
know about Byju’s and 51%of them came to know about Vedantu through word of mouth.

About Byju’s, 83% came to know by radio, 86% by email, 75% by print and podcast respectively
and 85% came to know about Byju’s through other sources.
33
About Vedantu, 58% came to know by radio, 66% by email, 63% by print, 75% by podcast
respectively and 46% came to know about Vedantu through other sources.

9.2.2 Level of satisfied of the content

After understanding about what are the ways of marketing Byju’s and Vedantu we tried to
understand how far people are happy about the content that is presented by both these companies.

Table 9.3

Level of satisfied of the content

Level of satisfied of the content Byju’s Vedantu

Yes 73% 62%

No 27% 37%

Byju’s and Vedantu both are leading Edtech startup of India. The both are unique in their own way
where Vedantu provides one to one live student teacher secessions, Byju’s is essentially selling
prerecorded sessions. They both provide education online to the students from 4th to 12th standards.
Content plays very important role in education sector. It is necessary students understand concepts
and gets thorough with it.

Out of the respondents using Byju’s 73% of them are satisfied with the content that is provided by
them whereas 27 % of them are unsatisfied by the content.

Out of the respondents using Vedantu 62% of the respondents are satisfied with the content that is
provided by them whereas 37 % of them are unsatisfied by the content.

It can be seen that Byju’s users are more satisfied as compared to the users of Vedantu.

9.2.3 Willingness to pay for E-learning platform

34
Only awareness of a product or company is not sufficient for a business, marketing strategies have
worked only when people who are aware of company or the product are actually ready to pay for it.
That’s the reason we tried to understand how many respondents are ready to pay for Byju’s and
Vedantu the analysis is as follows

Table 9.4

Willingness to pay for E-learning platform

Willingness to pay for E-learning

platform Byju’s Vedantu

Yes 60% 50%

No 40% 50%

Byju’s and Vedantu both work on subscription model wherein they provide content to the student
through live lectures or by prerecorded lectures. For the content that is made available to the
students they have to pay for it.

Out of the respondents using Byju’s application, 60% of them are ready to pay for the application.

Out of the respondents using Vedantu application, 50% of them are ready to pay for the application.

9.2.3 Positive aspects of E-Learning platforms

We also tried to understand what are the positive aspects of Byju’s and Vedantu.

35
 Table 9.5

Positive aspects of E-Learning platforms

Positive aspects of E-Learning platforms Byju’s Vedantu

User-friendly 70% 57%

Easy accessibility 70% 57%

Reliable data 26% 13%

Innovative technique 59% 50%

Effective and motivating 37% 44%

People using Byju’s 70% of them feels that it is user-friendly and 57% of the Vedantu user felt that
it is user-friendly.

On easy accessibility, 70% of Byju’s users feels that it is easily accessible 57% of the Vedantu user
felt that it is easily accessible.

When asked about data reliblity, 26% of Byju’s users feels that it provide reliable data and 13% of
Vedantu users feels that it provide reliable data.

People using Byju’s 59% of them feels that it uses innovative techniques and 50% of the Vedantu
user felt that it is using innovative techniques.

When asked about effectiveness and motivation, 37% Byju’s users feels that it is effective and
motivating. 44% of Vedantu user felt that it is effective and motivating.

36
9.2.5 Negative aspects of E-Learning platforms

After understanding positive, it was also necessary to understand the perception about the negative
aspects of Byju’s and Vedantu.

Table 9.6

Negative aspects of E-Learning platforms

Negative aspects of e-Learning platform Byju’s Vedantu

Lacks face to face communication 72% 55%
Social isolation 30% 32%
Is not suitable for some courses 60% 50%
Practical demonstrating not possible 56% 43%
Lack of accreditation & quality assurance 40% 55%

People using Byju’s 72% of them feels that there is lack of face to face communication whereas 55%
of Vedantu user feels face to face communication is a hindrance.

When asked about social isolation,30% of Byju’s user feel social isolation and 32% of Vedantu user
feel social isolation.

60% of people using Byju’s feels that it is not suitable for certain courses and 50% of Vedantu users
feels that it is not suitable for certain courses.

On asked about practical demonstration, 56 % of Byju’s users fells that in some aspects practical
demonstration is not possible and 43% of Vedantu users fells that in some aspects practical
demonstration is not possible.

People using Byju’s 40% of them feel that it lacks accreditation and quality assurance and 55% of
Vedantu user feel that it lacks accreditation and quality assurance.

The overall data analyses show that awareness, usage, willingness to pay and satisfaction for Byju’s
is much higher than Vedantu. So Byju’s seems to be leading company. There can be number of

37
reason for Byju’s to lead one can be the content is better and other can be more effective marketing
strategies.

9.3 Analysis of factor affecting Marketing strategies of e-learning platforms

The project tries to understand is there any impact of awareness on adoption, socio- demographic
profile of respondents helps to formulate marketing strategies and also is there any relation in
content provided and willingness to pay for it. Hence with the help of SPSS Statistic tool, chi-square
test was conducted, and hypothesis were tested to understand the association between these variables
in detail.

9.3.1 Association between Awareness and Adoption of E-learning platforms.

It becomes important to understand the association between awareness and the level of adoption
done by the respondents. The following hypothesis studies the same.

Here we test our first hypothesis.

Null hypothesis:

H01:- There is no association between awareness and adoption of e-learning.

Alternative hypothesis:

H11:- There is an association between awareness and adoption of e-learning.

Table no 9.7

Chi-Square Tests

Value df Asymptotic Significance (2-sided)

Pearson Chi-Square 249.442a 10 .000
Likelihood Ratio 22.977 10 .011
N of Valid Cases 239
a. 10 cells (55.6%) have expected count less than 5. The minimum expected count is .00.

38
As seen in the table 9.6 the ‘p’ value is 0.00 which is less than 0.05. which shows that there is an
association between awareness and adoption of e-learning. Hence, we reject the null hypotheses and
accept the alternative hypothesis. To understand this association, cross tabulation is framed.

Table no 9.8

Awareness * Are you using the e-learning platform? Cross tabulation

Are you using the e-learning platform?

Started
Intend to using
Do not use in during the
want to use future No lockdown Yes Total
Awareness 0 Count 0 4 7 10 32 22 75

Expected .3 1.6 7.5 14.4 25.7 25.4 75.0

Count
1 Count 0 1 17 36 50 59 163
Expected .7 3.4 16.4 31.4 55.9 55.2 163.0
Count
163 Count 1 0 0 0 0 0 1
Expected .0 .0 .1 .2 .3 .3 1.0
Count
Total Count 1 5 24 46 82 81 239

Expected 1.0 5.0 24.0 46.0 82.0 81.0 239.0

Count

Interpretation

The expected count of respondents who are aware and are adopting e-learning was 55.2 and the
actual count (59) is higher than the same. Further when we look at the respondents who are intending
to use in future is 16.4 were expected to be among the ones who are aware, but the actual count is
more which is 17, which shows that there are more number of respondents who are aware and are
intending to use in future. When we look at the respondents who don’t want to use the actual count is
only 1 whereas the expected count was 3.4. The actual count of respondent who are using/ adopted
e-learning in lockdown is (50) a little lower than then the expected count if 55.9. Again when we

39
look at the respondents who are aware yet not using/adopted e-learning the actual count (36) exceed
the expected count (31.4)

Now that we have seen the association between awareness and level of adoption, we try to
understand which people are more aware about e-learning.

9.3.2 Association between Awareness and Socio – economic variable.

Now that we have seen that the people who are more aware are ready to adopt the e-learning platform that’s
the reason we try to use same chi square tool to understand which people are more aware about e-
learning and which are not. So the chi square test was applied and association between awareness
and various socio economic variable was calculated. So the results are as follows

Table 9.9

Result of Chi square test

Association Significance Result/Interpretation
Association
between gender
and awareness 0.000 There is association- Females are more aware than male
Association
between age and There is association- Higher age group people are more aware
awareness 0.000 than smaller age group
Association
between
education and There is association-more educated people are aware of e-
awareness 0.000 learning than less educated
Association
between
employment and There is association- Students are less aware than other
awareness 0.000 professions.

40
Here we test our second hypothesis

Null hypothesis:

H02:- There is no association between gender and awareness of e-learning

Alternative hypothesis:

H12:- There is association between gender and awareness of e-learning

As seen in the table 9.8 the ‘p’ value is 0.00 which is less than 0.05. which shows that there is an
association between gender and awareness of e-learning. Hence, we reject the null hypotheses and
accept the alternative hypothesis. To understand this association, cross tabulation was done.

Interpretation

The expected count of female respondents of being aware about e-learning was 87.3 but the actual
count is 90 which is more than expected and the expected count of male respondents was 75.0,
however the actual count is 73 which is less than the expected count.

Hence it can be seen that Female respondents are more aware about e-learning when compared to the
male respondents.

Now that we have seen the association between gender and awareness of e-learning we try to
understand the association between age and awareness of e-learning

Here we test our third hypothesis

Null hypothesis:

H03:- There is no association between age and awareness of e-learning

Alternative hypothesis:

H13:- There is association between age and awareness of e-learning

To test the above mentioned null hypothesis, Chi –Square was conducted and results are as follows:-

As seen in the table 9.8 the ‘p’ value is 0.00 which is less than 0.05. which shows that there is an
association between age and awareness of e-learning. Hence, we reject the null hypotheses and
accept the alternative hypothesis. To understand this association, cross tabulation was done.

41
Interpretation

The expected count for the age group less than 20 is 18.4 but the actual count is 9 which is less than
expected, for the age group 20-30 expected count is 111.18 and the actual count is 116 which is
more than the expected count, for the age group of 30-40 the actual count is 22 which is higher than
that of expected count which was 19.1 and for the age group of 40 and above the expected cout is
18.4 but actual count is only 9 which is less than the expected count.

It can be seen that the people in the age group of 20-40 are more aware about e-learning but those
below and above are less aware about e-learning.

Now that we have seen the association between age and awareness of e-learning we try to understand
the association between education and awareness of e-learning

Here we test our fourth hypothesis

Null hypothesis:

H04:- There is no association between education and awareness of e-learning

Alternative hypothesis:

H14:- There is association between education and awareness of e-learning

As seen in the table 9.8 the ‘p’ value is 0.00 which is less than 0.05. which shows that there is an
association between education and awareness of e-learning. Hence, we reject the null hypotheses and
accept the alternative hypothesis. To understand this association, cross tabulation was done.

Interpretation

The expected count of respondents that are graduated is 75 whereas the actual count is 83, which is
more than the expected count. The actual count of post-graduates is 50 which is higher than the
expected count that is 46.6. The expected count of professional is 10.2 but the actual count is more
that is 12. Whereas when we look at the primary, secondary and under graduates the actual count is
less than the expected count which is actual count (2) < expected count(4.1),actual count(5) <
expected count(12.3) and actual count (11) < expected count(14.3) respectively.

It can be seen that people those are less educated are comparatively less aware about the e-learning

42
Now that we have seen the association between education and awareness of e-learning we try to
understand the association between employment and awareness of e-learning

Here we test our fifth hypothesis

Null hypothesis:

H05:- There is no association between employment and awareness of e-learning

Alternative hypothesis:

H15:- There is association between employment and awareness of e-learning

As seen in the table 9.8 the ‘p’ value is 0.00 which is less than 0.05. which shows that there is an
association between employment and awareness of e-learning. Hence, we reject the null hypotheses
and accept the alternative hypothesis. To understand this association, cross tabulation was done.

Interpretation

The expected count of respondents that are businessman is 6.1 whereas the actual count is 7, which
is more than the expected count. The expected count of housewife is 2 but the actual count is less
that is 1. The actual count of professional is 20 which is higher than the expected count that is 15.
The expected count of retired is 7 and actual count is only 1 which is very less than expected value.
The expected count of student is 103 but the actual count is 94 which is less as compared to the
expected value.

It can be seen that students are less aware about the e-learning than the other professions.

Now that we have seen the association between the awareness and other socio economic variables let
us now understand the association between the satisfaction of content and the willingness to pay for
the content.

9.3.3 Association between satisfaction and willingness to pay for the payment.

Here we test our sixth hypothesis

Null hypothesis:

H06:- There is no association between satisfaction and willingness to pay for the content

Alternative hypothesis:
43
H16:- There is an association between satisfaction and willingness to pay for the content

Table 9.10

Chi-Square Tests

Asymptotic Significance (2-

Value df sided)
Pearson Chi-Square 271.739a 4 .000
Likelihood Ratio 44.565 4 .000
N of Valid Cases 239

a. 5 cells (55.6%) have expected count less than 5. The minimum expected count is .00.

As seen in the table 9.9 the ‘p’ value is 0.00 which is less than 0.05 . which shows that there is an
association between satisfaction and willingness to pay for the content of e-learning. Hence we reject
the null hypotheses and accept the alternative hypothesis. To understand this association, cross
tabulation is framed.

Table 9.11

Are you satisfied with the material provided and the techniques used by e-learning
platforms? * Are you ready to pay for the courses that you enroll for online? Crosstabulation
Are you ready to pay for the courses that you enroll
for online?

No Yes Total
Are you satisfied with the Count 1 0 0 1
material provided and the Expected Count .0 .4 .6 1.0
techniques used by e- No Count 0 39 20 59
learning platforms?
Expected Count .2 20.7 38.0 59.0
Yes Count 0 45 134 179
Expected Count .7 62.9 115.3 179.0
Total Count 1 84 154 239
Expected Count 1.0 84.0 154.0 239.0

Interpretation

44
The expected count 115.3 were supposed to be satisfied with the material provided by e-learning and
they are willing to pay for the content that these e-learning platforms provide but when we look at
the actual count, 134 are satisfied and are even ready to pay for content and the course that e-
learning platforms provide and when we looked at the expected count of respondents who are not
satisfied with the content and are not ready to pay for it is less than the actual count of the same ie
expected count (20.7) < actual count (39).

It can be seen that respondents will only pay if the content or the technique is satisfactory.

45
 Chapter 10: - Findings

• Byju’s has well-structured business model where in it has created niche for its product in
segment of K-12 mainly focus on subjects like Science and Mathematics and other
competitive exams using digital animation videos.

• They work on freemium based model. The use of Byju’s application on play store is given
free for some time and then the user is contacted by marketing team of Byju’s and informed
about their product that is the tablet. Application is the basic product with minimum content
but the original product is Byju’s tablet.

• Byju’s had correctly identified their market and had adopted two-prolong strategy that had
given them huge success. They are into aggressive marketing and had invested millions in
advertisement which had in return led to brand awareness and increase in Byju’s users.

• Vedantu has unique business mode where they provide online live interactive learning
between teacher and students using two-way audio, video and whiteboard tool. It provides
content for various competitive exams such as NEET, JEE, IIT, NTSE and 4th to 10th for
subjects such as Mathematics, Science, English, Sanskrit, German, and many more.

• Vedantu outsource it advertising to various companies. The aim of their advertisement is to

raise awareness of the category and NOT keeping the focus on brand-building for Vedantu.
They aim to take category to masses and create impact at scale. They want Vedantu as
synonymous to LIVE lectures.

• When the research was conducted it found that almost of the people are aware of e-learning
and they have perfect knowledge about e-learning.

• In the research it was observed that people are aware about various companies that are
providing online education such as Byju’s, Vedantu, Unacademy, Khan academy, etc.
Amongst them Byju’s has more number of respondents.

46
• It is found that many of the respondents have started using the online platforms during the
lockdown and many of them were already using the online platforms and there are some
respondents who intend to use online platforms in future.

• It is being observed that Byju’s has more awareness followed by Udemy Coursers, other
courses, Unacademy, Vedantu, Khan Academy, Harvard Edx and other international MOOC
courses.

• While understanding source of information or from where the respondents has got the
information about e- learning platforms it can be seen that highest number of people got
knowledge about the e-learning platforms from social media. Many came to know by
television advertisements followed by email, word of mouth, radio, print and podcast.

• While understanding the willingness of respondent to pay for the e-learning platforms it can
be found that almost people are willing to pay for the platforms and there are few of them
who are not willing to pay for the e-learning platforms.

• While understanding the satisfaction of respondents with the content that is provided to them,
almost of the respondents voted that they are satisfied with the content that the e-learning
platforms provide and very few said that they are not satisfied.

• While understanding the positive aspects of e-learning platform it can be found that easy
accessibility has motivated respondents to use e-learning platform. User friendly is another
aspect followed by innovative techniques, effective and motivating and reliable data.

• While understanding the negative aspects of e-learning platform it can be found that lacks
face to face communication is big hindrance in e-learning. Many of them feels that it is not
suitable for some courses and e-learning is not suitable for some courses. Some feel that e-
learning lacks practical demonstration as well as causes social isolation.

47
• While understanding the devices that are used to access the e-learning platforms it is found
that highest number of people use laptop and mobile phones to access the e-learning
platforms followed by desktops, tablets and others.

• While understanding various reason for people to access or use e-learning platform it can be
seen that pandemic is very big reason for the use of e-learning platform and shift to online
learning. Knowledge enhancement and skill development are other prominent reason
followed by additional certification, value addition, compulsion by college and encouraged
by friends.

• While understanding preferences of people about different learning option hybrid learning is
preferred by almost of the respondents some feel that tradition learning is preferable whereas
few of them feel online is convenient.

• On comparing source of information or from which sources did the respondents came to
know about e-learning platform Byju’s and Vedantu it can be seen that in every aspect may it
be television, radio, social media, email, print, podcast or word of mouth it can be found that
Byju’s has a lead. It means the strategy or the aggressive marketing has gain success to the
company and it has become successful to reaches its audience.

• On comparing the level of satisfaction by respondents Byju’s users are more satisfied with
the content that is provided to them than that of Vedantu.

• On comparing willingness of respondents to pay for the e-learning platform Byju’s users are
willing to pay for the e-learning platform than Vedantu.

• On comparing the positive aspects of e-learning it can be found that Byju’s users find the
application to be more positive in terms that they feel it is user-friendly, easily accessible,
data is reliable, techniques are innovative and it is effective and motivating then Vedantu.

• On comparing the negative aspects of e-learning it can be found that Byju’s users have
negative aspects such as it lacks face to face communication, user feel socially isolated, they
feel it is not suitable for some courses and in some cases practical demonstration is not
possible than Vedantu.

48
 Chapter 11: - Recommendations

• It can be seen that the people who are aware about e-learning and e-learning platforms are most
likely to adopt them and start using it so it is very essential for e-learning platforms to create
awareness about their brand in market and make maximum people aware about the service
provided by them by rigorous marketing strategies

• It can be seen that females are more aware about e-learning than male, so it is important for the
e-learning platforms to create awareness about their brand amongst male members and target
them while formulating marketing strategies.

• In the research conducted it can be seen that the respondents in the age group less than 20 are
likely to be less aware about the e-learning platforms so it necessary to target them while
marketing and making marketing strategies.

• In the research conducted it can be seen that the people those are less educated are
comparatively less aware about the e-learning and e-learning platforms so marketing strategies
should be farmed in such a way that it reaches to them. As when they become aware it will help
them to learn and enhance their skill and knowledge.

• In the research conducted it can be seen that students are less aware about e-learning so it is
important to make them aware about e-learning by effective marketing.

• In the research conducted it can be seen that people are only ready to pay or subscribe if the
content that is provided meets their expectation so content is the king is very necessary to
concentrate more on content.

• There should be awareness created in rural as well as urban areas.

49
• In the research conducted it can be seen that social media and television is the medium of
source of information for many so by promoting effective social media campaign on social
media and creating efficacious advertising about the product they can attract masses to their
product.

• It can be seen that even though Vedantu provides all the required aspects by the students such
as they teach students face to face, subscription is less, its end product is the application itself
there is no need to pay any more money for device it is full package but somewhere it lacks
products marketing strategy, its promotion, advertisements, etc. this may have led to less
awareness. It is said that even though the product is well designed and is of best quality but if
it is not marketed in proper way it may become very difficult for product.

• Byju’s subscription fees is very high and its device is also of high range if it wants to capture
more and more market share it should also come up with strategies with less subscription
fees.

• Regional languages such as Marathi, Guajarati, etc can be targeted. As it is unexplored yet it
can be good opportunity.

50
 Chapter 12: Limitation
• Universe of research:
The sample size collected of 238 respondents was restricted to Mumbai. So, it was not
possible to get a proper judgement and view of people in other cities. The survey was
conducted and the data collected was only in the city of Mumbai. The data collected is of 238
respondents which is comparatively small in nature, so the data cannot be interpreted
accurately.

• Lack of reliable data:

The data collected might not be totally accurate and be reliable enough to conduct the
research. The respondents may have filled up the form for the sake of filling up, or not with
due interest, so it is difficult to draw out a meaningful relationship between the research and
the survey done. Also, there were various problems regarding the sources of data, it was
based on simple random sampling and not specific users, so a researcher cannot rely on such
data for long run.

• Self-data report:
The data report is based on researcher’s personal opinion after collecting the data from the
respondents. It may be difficult to interpret the same data by two different individuals, as the
perception of one towards the research is different. This is a data based on the biases of
respondents for selecting the different application available in the market.

• Duration of study:
The duration for collecting the survey and research was very short. So, it was not possible to
cover each and every single aspect of the study. The time duration also restricts the data
collection and feasibility.

• Time Consuming:
The study was relatively time consuming, as it had to cover the various aspect of the different
business model and marketing strategies of Byjus and Vedantu

51
 Chapter 13: Conclusion

Through the research conducted it can be concluded that most of the people prefer both traditional as
well as online learning, although traditional education cannot be completely replaced internet has
open new learning technique opportunities and students have started adopting online platforms for
studies with the traditional method nowadays.

There are various positive as well as negative aspects associated with e-learning. It can be seen that
keeping all these aspects in consideration various online platforms such as Byju’s, Vedantu,
Coursera, Unacademy, Udemy, Harvard edx, Swayam courses, Other international MOOC courses,
etc had promoted and marketed their business in the Indian market and achieved success and are
doing very well in Indian market.

The study consisted of business model and marketing strategies that are adopted by Byju’s and
Vedantu. It can be see that both the companies are different than each other in their own was where
in Byju’s make student visualize each concept using digital animation videos and Vedantu provide
online live interactive learning between teacher and students using two-way audio, video and
whiteboard tool. They both provide online education to masses and in early stage have gained their
popularity through word of mouth but somewhere Byju’s took the lead in marketing segment and in
comparison with Vedantu it is more popular and well known to people. It may be because of strong
marketing strategies which includes two-pronged strategy, big budget investment on advertisement
including brand ambassador Shahrukh Khan and being the jersey sponsors of t-20 Indian cricket
team. It is needed for Vedantu to properly channelize it marketing strategy to reach masses
effectively.

Byju’s offers high end product which somewhere creates affordably issues whereas subscription of
Vedantu starts from 100 Rs. Content is the king. People are only ready to pay for the product if they
are satisfied with the content that is been provided to them.

52
 Chapter 14: -Bibliography

• S. Shruthi(2018) “A Study on the Marketing Strategy by Reliance with Special Reference to

JIO”. International Journal of Pure and Applied Mathematics, Volume 119 No. 17 2018.
https://acadpubl.eu/hub/2018-119-17/1/52.pdf

• Mr. Mohammad sirajuddin (2017) “A Study on Innovative Marketing Strategies in Retailing

Giants Big Bazar &D-Mart”. International Journal of Business and Management Invention, Volume 6
Issue 12 (December. 2017).
https://www.ijbmi.org/papers/Vol(6)12/Version-3/G0612035559.pdf

• P. Subikshaa (2018) “A Study on Advertisement Marketing Strategy on Samsung Smart

Phones”. International Journal of Pure and Applied Mathematics, Volume 119 No. 17 2018.
https://acadpubl.eu/hub/2018-119-17/1/53.pdf

• Ajay Balaji Dhomne (2019) “Comparative Study of Marketing Strategies Adopted by Amazon
& Flipkart”. IOSR Journal of Engineering (IOSRJEN), Vol. 09, Issue 5 (May. 2019).
http://iosrjen.org/Papers/vol9_issue5/Series-15/5.%2026-29.pdf

• Gedela Rakesh Varma (2017) “Marketing Strategies in Dairy Industry: A Case Study on Amul
Dairy”. International Journal & Magazine of Engeneering, Technology, Management and
Research, Vol. 4, Issue 4(April 2017).
https://pdfs.semanticscholar.org/c0e4/e1cb3f43d037750c4206f81d95eb7fc140a1.pdf

• Falguni Babhulkar (2017) “A Study of Marketing Strategies of Patanjali’s FMCG Products”.

Ashoka Journal of Multidisciplinary Research , Vol.01 Issue 1 (Dec 2017).
https://ajmrashoka.com/current-issue/downloads/Marketing-Strategies-of-Patanjalis-FMCG-
Products.pdf

• https://www.semanticscholar.org/paper/A-Study-of-Virtual-Learning-Environments-Bri-
Garcia/c70af9ecbc899a6e90b246d97389b914f7da5602#paper-header

• https://shodhganga.inflibnet.ac.in/bitstream/10603/127193/8/chapter%205.pdf

53
• https://eduxpert.in/online-education-india/

• https://www.researchandmarkets.com/reports/4667727/online-education-mar

• https://docs.oracle.com/cd/E26996_01/E18549/html/VMUSG1010.html

• https://www.newshour.press/blogs/e-learning-inception-growth-current-scenario/

• https://byjus.com/

• https://www.livemint.com/Companies/zKivq8QkR5jiYhzRNrhspK/How-Byjus-built-its-brand.html
(use)

• https://grocurv.com/blog/2019/11/24/deconstructing-byjus-marketing-strategy/

• http://documents1.worldbank.org/curated/en/292931525344147810/pdf/125923-WP-Love-of-Learning-
Byju-PUBLIC.pdf

• https://brandriddle.com/vedantu-online-tutoring-platform/

• https://www.vedantu.com/

• http://www.berojgarengineers.com/vedantu-case-study-funding-business-model-revenue-model-
investors-competitor/

• https://brandequity.economictimes.indiatimes.com/news/marketing/vedantu-launches-its-first-brand-
campaign/72291812

• https://essenceglobal.com/article/essence-wins-integrated-media-agency-of-record-duties-for-vedantu-
in-india

54
 CHAPTER 15: - ANNEXURE

15.1 Annexure 1

QUESTIONNAIRE

1) Name: -
2) Email-id: -
3) Contact no: -
4) Gender: -
o Male
o Female
o prefer not to say

5) Age
o less than 20
o 20-39
o 40-49
o 50and above

6) Employment status
o Student
o Professor
o Salaried
o Homemaker/Housewife
o Businessman
o Retired

7) Educational qualification
o Illiterate
o Primary education
o Secondary education
o Under-graduate
o Graduate
o Post-graduate
o Professional courses
55
8) What do you understand by e-learning/online learning?
o Learning on your own and at your place with the help of internet
o Live lectures over the internet
o Studying a course online (certificate/without certificate)
o Learning can be done by application /website/devices
o Learning irrespective of your location in the world
o All of the above 5 options
o Have no idea what e-learning is.

9) Which of the following e-learning platforms are you aware of?

o Byju’s
o Vedantu
o Khan Academy
o Unacademy
o Udemy
o Swayam
o Coursera
o Harward edx
o International MOOC courses
o Any other (mention)

10) Are you using the e-learning platform?

o Yes
o No
o Started using during the lockdown
o Intend to use in future
o Do not want to use

11) If yes, which of them have you or your family member used?
o Byjus
o Vedantu
o Khan Academy
o Unacademy

56
 o Udemy
o Swayam
o Coursera
o Harward edx
o Other international MOOC courses
o Any other (mention)

12) Where have you first heard about these e-learning platforms?
o Radio
o Search engine
o Social media
o Website referral
o T.V
o Email
o Print
o Podcast
o Word of mouth
o Other: -

13) Are you ready to pay for the courses that you enrol for online courses?
o Yes
o No

14) Are you satisfied with material provided and the techniques used by e-learning
platforms?
o Yes
o No

15) What are positive aspects of e-Learning platforms?

o User-friendly
o Easy accessibility
o Reliable data
o Innovative technique

57
 o Effective and motivating

16) What are negative aspects of e-Learning platform?

o Lacks face to face communication
o Social isolation
o Is not suitable for some courses
o Practical demonstrating not possible
o Lack of accreditation & quality assurance

17) What are the types of devices used to access these e-learning platforms?
o Desktop
o Laptop
o Mobile Phone
o Tablet
o Others: -

18) Which are the reasons that encouraged you to enroll for online courses?
o Pandemic
o Skill development
o Knowledge enhancement
o Value addition
o Additional certification
o Compulsion by college /school/university/office
o Encouraged by friends and relatives
o All of the above
o Others

19) Please indicate which one you will prefer

o Online /e-learning
o Hybrid learning (combination of e-learning and traditional learning)
o Traditional learning

58
15.2 Annexure 2

Chi Square Test SPSS Output

• Association between gender and awareness

Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 239.429a 4 .000
Likelihood Ratio 13.376 4 .010
N of Valid Cases 239

a. 5 cells (55.6%) have expected count less than 5. The minimum

expected count is .00.
Gender * All of the above 5 options Crosstabulation
All of the above 5 options
0 1 163 Total
Gender Count 0 0 1 1
Expected Count .3 .7 .0 1.0
Female Count 38 90 0 128
Expected Count 40.2 87.3 .5 128.0
Male Count 37 73 0 110
Expected Count 34.5 75.0 .5 110.0
Total Count 75 163 1 239
Expected Count 75.0 163.0 1.0 239.0

• Association between age and awareness

Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 258.420a 8 .000
Likelihood Ratio 31.233 8 .000
N of Valid Cases 239

a. 7 cells (46.7%) have expected count less than 5. The minimum

expected count is .00.
Age * All of the above 5 options Crosstabulation
All of the above 5 options
0 1 163 Total
Age Count 0 0 1 1

59
 Expected Count .3 .7 .0 1.0
20-29 Count 48 116 0 164
Expected Count 51.5 111.8 .7 164.0
30-39 Count 6 22 0 28
Expected Count 8.8 19.1 .1 28.0
40 and above Count 3 16 0 19
Expected Count 6.0 13.0 .1 19.0
Less than 20 Count 18 9 0 27
Expected Count 8.5 18.4 .1 27.0
Total Count 75 163 1 239
Expected Count 75.0 163.0 1.0 239.0

• Association between education and awareness

Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 263.079a 12 .000
Likelihood Ratio 35.378 12 .000
N of Valid Cases 239

a. 12 cells (57.1%) have expected count less than 5. The minimum

expected count is .00.
Educational qualification * All of the above 5 options
Crosstabulation
All of the above 5 options
0 1 163 Total
Educational qualification Count 0 0 1 1
Expected Count .3 .7 .0 1.0
Graduation Count 27 83 0 110
Expected Count 34.5 75.0 .5 110.0
Post-graduate Count 18 50 0 68
Expected Count 21.3 46.4 .3 68.0
Primary education Count 4 2 0 6
Expected Count 1.9 4.1 .0 6.0
Professional courses Count 3 12 0 15
Expected Count 4.7 10.2 .1 15.0
Secondary education Count 13 5 0 18
Expected Count 5.6 12.3 .1 18.0
Under-graduation Count 10 11 0 21
Expected Count 6.6 14.3 .1 21.0
Total Count 75 163 1 239
Expected Count 75.0 163.0 1.0 239.0

60
 • Association between employment and awareness
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 251.148a 12 .000
Likelihood Ratio 26.454 12 .009
N of Valid Cases 239

a. 14 cells (66.7%) have expected count less than 5. The

minimum expected count is .00.

Employment status * All of the above 5 options Crosstabulation

All of the above 5 options
0 1 163 Total
Employment status Count 0 0 1 1
Expected Count .3 .7 .0 1.0
Businessman Count 2 7 0 9
Expected Count 2.8 6.1 .0 9.0
Homemaker/housewife Count 2 1 0 3
Expected Count .9 2.0 .0 3.0
Professional Count 2 20 0 22
Expected Count 6.9 15.0 .1 22.0
Retired Count 0 1 0 1
Expected Count .3 .7 .0 1.0
Salaried Count 12 40 0 52
Expected Count 16.3 35.5 .2 52.0
Student Count 57 94 0 151
Expected Count 47.4 103.0 .6 151.0
Total Count 75 163 1 239
Expected Count 75.0 163.0 1.0 239.0

61