Report On:

Audience Measurement and Efficacy Survey at Food Malls on Pune-Mumbai Express way and Pune-Nasik Highway
Prepared for:

VRITTI SOLUTIONS LIMITED

9, Continental Park,Opp Karve Statue, Karve Road, Kothrud, Pune-411038

Prepared by:

GENESIS MANAGEMENT & MARKET RESEARCH (P) LTD

7, Jay Apts., 64/3 Erandawane, Prabhat Road, Income Tax Lane, Rege Path, Pune-411 004

October 2011 Page 1 of 30

TABLE OF CONTENTS INTRODUCTION ...3 1. SUMMARY ...4 2. SCOPE OF WORK .5 4. SURVEY FINDINGS

3. METHODOLOGY ..6 4.1 Classification of Respondents - Age Wise

4.2 Classification of Respondents Gender Wise

4.3 Classification of Respondents Education Wise 4.5 Levels of Service

4.4 Classification of Respondents Occupation Wise 4.6 Mode of Transport

4.6.1 Classification of Cars 4.7 Purpose of Travelling 4.8 Frequency of travelling by Expressway 4.9 Average Time Spent at the Food Mall 4.10 Average Spending at the Food Mall 4.12 Audio / Video advertisement recall 4.13 Favorite Ad Recall 4.14 Ratings on various parameters

4.11 View on Expected New Services / Entertainment and Recreation Facilities

4.15 Passengers sitting inside the bus

5. ANNEXURES QUESTIONNAIRE26-28 6. ANNEXURES SAMPLE QUESTIONNAIRE29-30

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INTRODUCTION

__________________________________________________
Genesis Management & Market Research Pvt. Ltd. (Genesis) is a fast growing market research and consultancy organization based in Pune, India offering wide range of market research, KPO services & preparation of export marketing and potential plans for medium and large Indian companies to explore business in developed countries in Banking & Insurance, IT/ITes, Education, Chemicals, Engineering, etc Vritti Solutions Ltd., Pune (Vritti) is a next generation IT Solutions company working

the world. Genesis works in the areas like FMCG, Automobile, Durables, Telecom,

towards fuelling the knowledge based economy by consulting and developing innovative IT solutions. In order to assess the recall of the Computerized Announcement System (i.e. Audio Visual Advertisement System) running on various food malls on Pune-

Mumbai Expressway and Pune Nasik Highway, Vritti felt the need to conduct a advertisements, average time spent, new services required etc. at those food malls.

market research covering issues like quality of announcements, audibility of the

With this background, Vritti approached Genesis to conduct this research on their behalf. The survey was successfully carried out in the 4 select food malls on PuneMumbai Expressway and 1 on Pune Nasik Highway using quantitative method of survey by face to face interview and observations by our Director during the period of the survey.

Genesis thus has a pleasure in submitting this report to Vritti. The report is presented on passengers/commuters on the food malls. the basis of survey findings, opinions and views gathered from the

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1. SUMMARY

__________________________________________________
The survey was carried out in select food malls on Pune-Mumbai-Nasik Expressway in select 5 food malls namely Bikaner, Food Hub, Food Mall, Neeta Volvo and Daulat Refreshments. The survey covered total 527 passengers (100 each minimum) including passengers traveling by S.T, Asiad, Volvo bus and private cars. Passengers traveling by private / rented car were reported high (53%) at these food malls except Neeta Volvo outlet. In most of the outlets State Bank of India Car Loan and Home loan and Kirti Oil advertisements were recalled and appreciated by the audience. Both these advertisements having clarity in message and very simple to understand and the text was catchy in their minds. The sound quality was also good. Next to that was of Manish Potdar, astrologer, Vritti i-media and Venkatesh Builders. The sound quality and overall audibility of Vritti I Media bus announcement was very clear. After listening, majority of the passengers mentioned that an awareness is created and also further expressed a desire to avail these products/services as and when needed. Audio Visual advertisement recall was highest (76%) at Bikaner followed by Food mall (70%), Food Hub (59%), Daulat (52%) and Neeta Volv0 (50%). Most of the outlets except Neeta Volvo, should introduce facilities like ATM, internet caf, video games, children play park. AC restaurant may also be opened at Bikaner which is patronized by more upward middle class car owners. The response for other services like health SPA, saloon, beauty parlor was lukewarm. The cleanliness in general was satisfactory but toilets need to be more hygienic and clean and they need to be maintained more often. Amongst all Bikaner toilets were reported to be well maintained in hygienic conditions compared to others. Overall there is a need for improvement in this area at most of the outlets as reported by the passengers. Daulat outlet need to take some steps to attract and invite more car and bus traffic by adopting aggressive marketing strategy, advertisement, schemes and outdoor media. They may also introduce children play park, video games, internet caf as they outlet has enough space for such activities and will also help in attracting more traffic. The audibility, visibility and recall of any advertisement or Jingle depend on its quality, contents, clarity and affiliation with the brand. Some advertisements like State Bank have got larger recall on account of its clarity in message, audibility etc. While others could not be recalled to the extent, although the frequency of such advertisements were almost similar to State Bank of India advertisement.

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2. SCOPE OF WORK

___________________________________________________________ Number of Interviews:

Sr. No 1. 2. 3. 4. 5. Name of the outlet Bikaner Food Hub Food Mall Neeta Volvo Daulat Location of the outlet Mumbai - Pune Express way Mumbai - Pune Express way Mumbai - Pune Express way Pune Mumbai Express way Pune Nasik Express way Total Interviews Number of interviews per outlet 107 102 104 111 103 527

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3. METHODOLOGY

__________________________________________________
Conduct the pilot survey to know the probable changes required in questionnaire and/or methodology Carry out face to face interviews to get unbiased feedback from customers Analysis of the data

Create the manual for research

Phase I FIELD WORK

Preparation of work plan and training to the project team

Back checking and Scrutiny of feedback forms

Phase II DATA ANALYSIS

Coding and Data entry of the collected customer feedback

Report writing

Sample Questionnaire Attached Presentation of Report

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4. SURVEY FINDINGS

__________________________________________________
4.1 Classification of Respondents - Age Wise
Sr. No.
1 2 3 5 4

Age Groups (yrs)

20 to 30 31 to 40 41 to 50 51 to 60

Responses in %
40 29 15 6 10

61 to 80

61 and above Age Gropus

Classification of Respondents - Age Wise

6% 10% 15% 29% 40% 0 10 20 % Respondents 30 40

51 to 60 41 to 50 31 to 40 20 to 30

Base: All outlets - 527 Respondents

An attempt was made to cover all cross sections of age groups of respondents in appropriate proportions. We have covered such respondents depending on the flow of passengers in various reasons like work, studies, business, profession and other occupations requiring travel out of the city by express way.

age groups mentioned above. Age group 20 to 30 constitute major percentage of passengers for constituted

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4.2 Classification of Respondents Gender Wise

Sr. No.
1 2

Gender
Male Female

Responses in %
70 30

Classification of Respondents - Gender Wise

Female Gender

30%

Male 0 20 40 % Respondents 60

70%

80

Base: All outlets - 527 Respondents

The percentage of Male passengers is usually higher than Female passengers, which gets reflected in the sample of respondents covered during the survey. Daulat Refreshments on Pune Nasik express way reported very less percentage of female as compared to other outlets on Pune Mumbai express way.

4.3 Classification of Respondents Education Wise

Sr. No.
1 2 3 5 4

Education
Upto Matriculation H.S.C Graduation Other

Responses in %
22 61 4

Post Graduate

10 3

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Classification of Respondents - Education Wise

Other Post Graduate Graduation H.S.C Upto Matriculation 0 10 20 4% 22% 30 40 50 60 70 3% 10% 61%

% Respondents

Base: All outlets - 527 Respondents

It was observed that highest percentage of respondents were graduate. Young population was well educated and some of them were pursuing still higher education. This shows education level is high especially in metro and mini metro cities like Mumbai and Pune.

4.4 Classification of Respondents Occupation Wise

Sr. No.
1 2 3 5 4 6

Occupation
Service Business Student

Responses in %
47 14 7

Profession Housewife Engineer

14

9 9

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Classification of Respondents - Occupation Wise

Engineer Housewife Student Profession Business Service 0 10 20 30 40 9% 7% 14% 47% 50 9% 14%

% Respondents

Base: All outlets - 527 Respondents

An attempt was made to cover respondents working in various occupations including students, housewives and retired population in appropriate proportions to obtain their views and opinion on audio visual advertisement system running on various food malls on Pune-Mumbai-Nasik system Pune Expressway. Majority percentage was reported by private sector employees followed by businessmen traveling for official / personal purpose and holidaying housewives traveling along with their families. It was also observed that many students travel back home on weekends by s. express highway.

4.5 Levels of Service:

Sr. No.
1 2 3 Levels Top Management Middle level Management Lower Management

Responses in %
19 50 32

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Levels of Service
32% 19%

50% Top Management Lower Management Middle level Management

Majority of the passengers who have mentioned their occupation as service reported they belong to middle level management (50%), Out of the rest 32% were part of Lower management and 19% of Top management.

Base: Those who mentioned occupation as Service 225 Respondents

4.6 Mode of Transport

Sr. No.
1 2 3

Mode of Transport
S.T / Asiad bus Volvo bus Car

Responses in %
25 53 22

Mode of Transport
25% S.T / Asiad bus

53% Car 22% Volvo bus

S.T / Asiad bus

Volvo bus

Car

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Base: All outlets - 527 Respondents

It was observed that the majority of the respondents halt at select food malls on Mumbai Pune expressway or Mumbai Nasik highway travel by their private cars including hired cars / cabs. 25% of the respondents were traveling from S. T / Asiad buses, followed by 22% respondents traveling by Volvo buses. Neeta Volvo food mall is exclusively for Neeta Volvo buses and reported the major share in Volvo bus passengers.

Outlet wise distribution is as follows: Mode of Bikaner Transport S.T / 14 Asiad bus Volvo bus 2 Car 84 Food Hub 36 1 63 Food Mall 60 0 40

Responses in % Neeta Daulat Volvo 0 13 90 10 5 82

4.6.1 Classification of Cars Sr. No. 1 2 3 4 Classification of cars Small cars Mid size cars SUVs Luxury cars Responses in % 46 28 17 10

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Classification of cars
10% Luxury cars 17% SUV 46% Small cars

28% Mid size cars Small car Mid size car SUV Luxury cars

Base: Respondents traveling by car 46% of the respondents visited select food malls travel by small cars like Santro, I-10, Indica, I Omni etc. 28% by mid size cars like Honda city, Fiat Linea, I 20, Swift etc. 17% share was I-20, reported by SUVs like Tavera, Scorpio, Mahindra Xylo, Innova etc. 10% respondents were from higher economical background and they tra travel by Mercedes, Audi, Lancer etc.

4.7 Purpose of Travelling

Sr. No.
1 2 3 5 4 6

Purpose of Travelling
Personal Official Business

Responses in %
42 17 6

Holidaying Individual / Couple Holidaying Family & Friends Other

16 16

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Purpose of Travelling
Holidaying Family & Friends Other 2% 16% 6%

Holidaying Individual / Couple

16% 17% 20 30 40

Business Official

Personal 0 10

42% 50

% of Respondents

Base: All outlets - 527 Respondents

It was reported that respondents interviewed at these food malls travel from Pune, Mumbai, Nasik to various destinations including Mahabaleshwar, Bangalore, Alibaug, Kolhapur, Satara, Junnar, Shirur, Narayangaon, Shirdi etc. use Pune Mumbai expressway or Nasik Highway. holidaying individuals, couples, families and friends was also high especially on weekends.

Their purpose of traveling include personal work, official or business purpose. Percentage of

4.8 Frequency of travelling by Expressway

Sr. No. 1 2 3 Frequency of travelling by Expressway Weekly Fortnightly Monthly Responses in % 10 13 25 52

Occasionally

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60 50 40 30 20 10 0 10%

Frequency of travelling by Expressway

52%

25% 13%

Weekly

Fortnightly

Monthly

Occasionally

52% of the respondents interview in food malls reported that they travel by Pune Mumbai interviewed

or Pune Nasik expressway occasionally. Once in 2 3 months or so. 25% of the respondents traveling weekly and fortnightly reported 10% and 15% respectively. They were majorly working g were also part of this chunk.

travel monthly for job, business related reasons or visit their relatives or friends. Respondents or studying in either Mumbai or Pune and visit their families on weekends. Few businessmen

4.9 Average Time Spent at the Food Mall

Sr. No.
1 2 3

Average Time Spent at the Food Mall

Upto 15 minutes 15-30 minutes 30 More than 30 minutes

Responses in %
40 57 3

Average Time Spent at the Food Mall

More than 30 minutes 15-30 minutes Upto 15 minutes 0 10 20 30 40 40% 50 60 3% 57%

% of Respondents

Base: All outlets - 527 Respondent Page 15 of 30

It was observed that on an average respondents spare 15 20 minutes at these food malls.

Passengers traveling by S.T / Asiad or Volvo buses get limited time of 15 20 minutes for refreshments at food mall. Comparatively passengers traveling by their private car can spend more time and expressed their views on various services more clearly. During the time at their possible earlier. This has been possible because of the public announcement system of arrival and departure monitored as confirmed by passengers.

disposal they go out of the bus and consume eatables, snacks, tea, coffee etc. which was not

4.10 Average Spending at the Food Mall

Their average spend has gone between Rs.30 to 50 per person which stands to the benefit of eatery stalls and vendors since they can manage the time at their disposal with the help of announcements. The announcements help them keep track with their bus departure timing appropriately.

4.11 View on Expected New Services / Entertainment and Recreation Facilities:

34% of the respondents expressed that they would like to have following new services / entertainment and recreation facilities being introduced at these food malls. 47% of the respondents were willing to spend upto 30 minutes and rest 53% upto 1.5 hr. for these activities. Suggested new services: ATM center Shopping center (Readymade garments / Shoes etc.) AC restaurant PCO / STD booth Medical store Mobile shop Mobile charging points Suggested entertainment and recreation facilities Cyber caf Game parlor Children play area Garden Beauty parlor / Saloon

Health SPA Page 16 of 30

Out of the rest, 36% were of the opinion that they do not get sufficient time to look for any entertainment facilities being introduced at food mall. ainment

additional services while traveling. 29% of the respondents were neutral about new services or

4.12 Audio / Video advertisement recall recall:

Sr. No.
1 2

Audio/Video advertisement recall

Yes No

Responses in %
62 38

Audio / Video advertisement recall

38% No 62% Yes

Yes

No

Base: All outlets

Overall, 62% respondents remember having seen audio / visual advertisements at food mall. Outletwise distribution is as under:

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Outletwise Ad Recall
Daulat Refreshments Neeta Volvo Food Mall Food Hub Bikaner 0 Bikaner Food Hub 10 20 30 40 50 60 70 59% 76% 80 52% 50% 70%

Food Mall

Neeta Volvo

Daulat Refreshments

Audio Visual advertisement recall was highest (76%) at Bikaner followed by Food mall (70%), and Food Hub (59%).

4.13 Favorite Ad Recall:

The audibility, visibility and recall of any advertisement or Jingle depend on its quality, contents, clarity and affiliation with the brand. Some advertisements like State Bank have got larger recall on account of its clarity in message, audibility etc. While others could not be State Bank of India advertisement. recalled to the extent, although the frequency of such advertisements were almost similar to

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Bikaner Bikaner
Others 4% 7% 21% 38%

Venkatesh Builders

Vritti i-media

SBI home loan

Manish Jyotish

SBI car loan Kirti oil 0

4%

36% 35% 10 20 30

Bus Announcement

37% 40

SBI home loan (38%) was the most recalled advertisement followed by Bus Announcement (37%), SBI car loan (36%), Kirti oil (35%) and Vritti i media (21%). Venkatesh builder and i-media Manish Potdar Jyotish was reported 4% and others (Songs etc.) 7%.

Food Hub Food Hub

Others Vritti i-media SBI home loan SBI car loan Kirti oil Bus Announcement 0 10 20 22% 30 40 50 60 18% 10% 33% 58% 35%

SBI car loan was most recalled advertisement at Food hub ( %) followed by Kirti Oil (35%), (58%) SBI home loan (33%), bus announcement ( %), (22%), Vritti i-media (10%) and others (Songs etc.) thers (18%).

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Food Mall Food Mall

Others 14% 15%

Venkatesh Builders

Vritti i-media

3%

SBI home loan Bus Announcement

SBI car loan Kirti oil 0 10 15% 20 30

55% 38% 40 50 60

58%

Ad recall was high of SBI car loan and reported 58% followed by SBI home loan (55%) , Bus % ( (14%) at Food mall.

announcement (38%), Kirti oil ( , (15%), Venkatesh Builders (15%), Vritti i-media (3%) and others media

Neeta Volvo Neeta Volvo

Others Vritti 13% 14%

Venkatesh Builders SBI home loan

7%

32%

SBI car loan Kirti oil

38% 0 10 20 30 40

41% 50% 50

Bus Announcement

Bus announcement was most recalled (50%) at Neeta Volvo followed by SBI car loan (41%), ( (13%).

Kirti oil (38%), SBI home loan ( %), (32%), Vritti (14%) and Venkatesh Builders (7%) and others

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Daulat Daulat
SBI home loan SBI car loan Pride asian builder Manish jyotish Kirti oil Bus Announcement 0 5% 10 20 30 40 25% 3% 37% 22% 37%

Manish Jyotish and SBI home loan were most recalled ad (37%) followed by Kirti oil (25%), SBI (25%) car loan (22%), Pride asian builder (3%) and bus announcement (5%). %),

4.14 Ratings on various parameters: Audibility of the advt.

Refused Excellent 0 Very Good Good Poor 0% 4 4 4 0 42 51 12 20% 40% 22 16 63 7 60% 3 23 45 62 15 80% 60 40 13 3 100% 11 0 Bikaner

Food Hub Neeta

Food Mall Daulat

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Creativity of the advt.

Refused Excellent Very Good Good Poor 0%

4 9 17 64 6 20% 12

3 2 19 70 13 40% 60% 15 59 3 0

11 10 67 78 8 80% 7

0 Bikaner

Food Hub 23 0 100% Neeta

Food Mall Daulat

Easy Visibility of the advt.

Refused Excellent Very Good Good Poor 0%

4 5 31 52 9 20%

3 0 4 33 47 17 40% 60% 2 26 40 53

11 13 63 56 5 80% 20 2 3

0 Bikaner

Food Hub Neeta

Food Mall Daulat

100%

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Frequency of the relay

Refused Excellent Very Good Good Poor 0%

4 2 010 36 51 7 20%

3 17 22 55 20 40% 60% 26 27 56

11

0 Bikaner 60 64 23 9 80% 0 100%

Food Hub Neeta

Food Mall Daulat

Sound quality for clarifyin the message clarifying

Refused Excellent Very Good Good Poor 0% 6

3 0 5 0 30 48 18 20% 40% 29 29 47 8 60%

11 27 60 49 22 80%

0 Bikaner Food Hub 13 0 100% Neeta

36 44 10

Food Mall Daulat

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Clarity in announcements of bus arr arrival /departure

Refused Excellent Very Good Good Poor 0%

4 9 27 49 11 20% 27

3 0 3 0 32 48 22 40% 60% 33 49

11 17 60 56 5 80% 11 23

0 Bikaner

Food Hub Neeta 0 100%

Food Mall Daulat

Picture quality and colors used

Refused Excellent Very Good Good Poor 0%

4 4 2 28 53 11 20% 7 25

3 2 33 50 20 40% 60% 27 42

11 30 60 60 7 80% 11

0 Bikaner

Food Hub 11 0 100% Neeta

Food Mall Daulat

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Audibility of the bus announcements inside and outside area of the mall

Refused Excellent Very Good Good Poor 0%

4 7 2 40 28 49 11 20%

3 47 17 50 28 40% 22 15 53 10 60%

11

0 Bikaner 50 65 20 80% 0 3 100%

Food Hub Neeta

Food Mall Daulat

4.15 Passengers sitting inside the bus side bus:

5 to 7 interviews per food mall were conducted of the passengers sitting inside the bus and did did not get down of the bus for fear of bus departing unnoticed. Long distance passengers like

not get down at food malls. Majority of the passengers sitting inside the bus responded that they Mumbai Bangalore or Mumbai Kagal using Mumbai Pune expressway responded that they normally carry luggage with them and they do not get down for fear of theft. They sit in the bus rry for security of their luggage. Few passengers were lingering around the bus instead of spending

time at eating area. It was observed that, on an average 10 12 passengers return back early for s of the opinion that this system is useful to give all the passengers notice of the arrival and

fear of bus departing unnoticed. When asked about the usefulness most of the respondents were departure of the buses. They have also expressed that they would have used this time for some expressed In general, on Mumbai Pune expressway most of the passengers get down at food malls as frequently by expressway. Overall, number of passengers getting down at food malls has certainly increased because of public announcement system.

refreshments, snacks etc or they would have done some shopping at the outlets in the food mall. they carry limited luggage with them and they are aware of the bus system as they travel quite uggage

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Questionnaire for Audience Measurement and Efficacy Survey at Food Malls on Pune-Mumbai Express way
Name of the Food Mall:___________________ A) Passenger Profile: 1. Name: ________________________________________________ 2. Age: _________ years Male/Female 3. Education: Upto Matriculation / Graduation / Post Graduate / Others 4. Cell Number: ______________________________ 5. Occupation: Service (Top/Middle Mg./Executive)/ Business / Profession (_______________)/Student / Housewife / Others 6. Coming from : Pune / Mumbai / Others ________ (pl.specify) 7. Going to : Mumbai / Pune / Others ____________ (pl. specify) 9.. Mode of Transport: Bus (ST/Volvo Bus)/ Car Brand _____________ Model _____________ 10. Purpose of Travelling : Personal / Official / Business / Holidaying (Individual/Couple/Friends/Family) / Others 11. Frequency of travelling by Expressway: Weekly/Fortnightly/Monthly / Occasionally B) Details of Time Spent at the Food Malls: 1. Average Time Spent at the Food Mall: Upto 15 minutes / 15-30 minutes / More than 30 minutes 2. How do you spend your this time: Snacks / Shopping / Others ______, if any 3. Would you like to have any new services being introduced here? Yes / No If yes, pl. specify ______________________________________ 4. Would you like some entertainment and recreation facilities being introduced here like beauty parlours, mini theatre, health spa, hair saloon, video games, internet cafe etc.? Yes / No If yes, pl. specify _____________________________________ Page 26 of 30 Date of Interview: ______ Sept 2011

5. How much time would you like to spend for these activities ? ______ hr/minutes 6. Do you feel that innovative and new products could be made available at the Mall with various discount offers thereto? Yes / No 7. If yes, what category of products do you recommend for being made available? a) _______________________b)__________________________ c) _____________________ 8. Would you be willing to buy such products at the food malls? Yes / No C) Views on Audio/Video Advertisements: 1. Do you remember having seen the audio/video advts at the Mall? Yes / No. 2. Which advertisements do you recall? 1) ___________________________ 2) ______________________ 3) ___________________ 2. Do you recall any of the advertisements seen by you ? (show card) 3. Do these advertisements create in buying product/services? Yes / No 4. Did you like any particular advt and if so why? ________________________________
5.

How would like to rate the quality of audio/video advts on following parameters (out of 10) Attribute Rating (out of

Sr.No. 10)

1. Audibility of the advt. 2. Creative of the advt. 3. Easy Visibility of the advt. 4. Frequency of the relay 5. Sound quality for clarify in the message 6. Clarity in announcements of bus arr/dep. 7. Picture quality and colors used 8. Audibility of the bus announcements inside and outside area of the mall D) Only for Passengers Sitting in the Bus: 1. Did you not get down of the buss for fear of bus departing unnoticed? 2. Why did you linger around the bus instead of spending time at eating area?

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3. How many passengers came back early and why? 4. Are you aware of the public announcement system of the buses? Yes / No. 5. Do you find this system useful to give you notice of the arr/dep of the buses? Yes / No 6. . How you would have used the time if you knew before that the Bus departure announcement will happen at the food mall 5 mins before departure ? E) Others: 1. How do you feel the overall environment and the ambience at the Food Mall? 2. Do you any suggestions for improvement? ________________________________________

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