BUSINESS RESEARCH

GROUP ASSIGNMENT - 2

Submitted by:
1.Chhavi Sharma
2.Indrisha Basu
3.Radhika Kedia
4.Raghava K
5.Ruphan Kumar

Problem Statement / Hypothesis:

On average, customer loyalty to an OTT platform lasts only 6 months

Introduction:
There are 350 million users who use OTT platforms in India, but it is estimated
to attain up to 500 million users. This translated into a penetration of 25.3%,
which means that one in four Indians watched online videos at least once in the
last one month. The report breaks this universe by gender, age, NCCS, pop
strata, states and cities. The elevation of OTT enjoyment is challenging the
current dominance of classic television in India, with the emergence and
growing popularity of multiple digital platforms freeing up the second
enormous population in the globe.With the impact reaching various strata of
society, brand marketers are also leveraging in-trend OTT content to drive
engagement on digital media.

Research Problem
As per the size of the OTT market in India, the minutes of consumption have
grown from 181 to 204 billion minutes in 2021. There is no disavowing the fact
that OTT is taking over. But what is the reason for this growth, and how does it
affect the highly various Indian audience? What may be potential factors that
are determining the decision between choosing between the platforms? Are
users constantly switching or subscribing to more than one platform? This
research will help us identify what is driving users towards various ott
platforms.
Methodology : Qualitative (interview & Quantitative)

Qualitative & Quantitative

1. Qualitative methods will help us study different issues & mix of factors. It will
also help us to gain a deeper understanding of our consumers
Methods- In depth interviews and focus group interviews
2. Quantitative methods will help us identify and narrow down the exact
business issue
Methods- Survey to validate our hypothesis

Quantitative and qualitative methods together will help us to study the mix of these
factors,
which will further provide a rendering of the structure, order, and broad patterns found
among a group of participants.

The Centres for research study:

We are currently reaching out to Tier 1 & 2 cities in India, where viewership of OTT
platforms is the highest. We will reach out to our immediate network located in
Gurgaon, Bangalore, Andhra and Bilaspur

Classification variable(s):
● Subscription Price
● Affinity for brand
● Affinity for a particular show/movies
● Journal of content
● Duration spent on OTT platforms
● Duration for which customer pays
● Duration of loyalty
● Age Groups: 12-35, 35-60
● Effect of tv show/movie popularity trends

Sample Size:
Quantitative : we are getting a total sample of 100 with over 4 different numeric data
which gathers around 400 data
Qualitative : Three qualitative data to better understand the brand affinity.3 x 100 =
300 sample data
Total : 100 sample users x 7 different data which is equal to 700 sample size.
Analysis unit:
Average duration spent per user on a particular OTT platform - 1/3/6/12 months
This analysis unit is our approach to validate the hypothesis (whether to reject or
accept it)

Procedure for data collection

In order to collect data, we first defined:

We will be using primary and secondary data collection from different regions and
various
1. Segmentation of users:
a. based on their age, gender, income level, employed or not
b. Categorising based on OTT platforms
2. Data collection:
a. Qualitative analysis: Questionnaire surveys and on-call interviews
b. Quantitative data: based on the data collected, will
3. Data cleaning & Conversion of data &: based on data obtained, data cleaning
and data observations
4. Analysis and Interpretation: Hypothesis testing & regression analysis of data
5. Conclusion