Date post: | 08-Apr-2018 |
Category: |
Documents |
Upload: | chandan-kumar |
View: | 223 times |
Download: | 0 times |
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 1/25
Impact of price
introduction onEmail usage
behaviour Amit Panchagade 23NMP07Ashish Kumar Mishra 23NMP09Chandan Kumar 23NMP12Gaurav Sinha 23NMP14Manoj Kumar 23NMP18Rahul Niranwal 23NMP23
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 2/25
Problem Definition
Marketing Problem: What would be the impact on subscription of email
accounts across service provider after the price
introduction? What would be the determinants of subscription post
price introduction ?
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 3/25
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 4/25
Approach
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 5/25
Research Design
Step1-Exploratory Research± Reasons
To define the problem more precisely
Gain insights for developing approach to the problem± Method Qualitative Research using depth interviews with users
± OutcomeInitial understanding of the users¶ behaviour with regard to
selection criteria and impact of price element on these criteria Better understanding of the problem and insights on researchquestions
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 6/25
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 7/25
Research Design cont.
Step2-Causal Research± Reason
Concerns a cause (Price element) and its effect
± MethodExperimental Design: One group pre-test post-testdesign
± Outcome
Cause and effect relationship between differentvariables
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 8/25
Research Design cont.
Information needs± User profile± Usage patterns
Selection criteria (pre-test & post-test)
Data collection from primary sources± Depth interviews
± Online survey
Scaling techniques± Itemized rating scale
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 9/25
Research Design cont.
Q uestionnaire development and pretesting± Unstructured questions
open ended questions± Structured questions
MCQ sRating questions
± 2 sectionsPre-test
Post-test± Pre-testing among the group members
Sampling techniques± Non-probability: Judgemental Sampling
Q uestionnaire Link: Q uestionnaire-Final.docx
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 10/25
Data AnalysisData Analysis
Data Summarization/Basic data analysis:Single variables:
Mean
ModeMedian
Multiple variables:Factor analysis
Data Association:Cross tabulationCo-relationH ypothesis testing
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 11/25
Pre No of EMAIL AccountsStatistics
PRE NUM B ER OFEMAIL ACCOUN T S
PRE NUM B ER OFACT IVE EMAIL
ACCOUN T SPOS T RE TAIN EMAIL
ACCOUN T SN Valid 101 101 101
Missing 0 0 0Mean 3.10 2.24 1.08
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 12/25
Pre-Post Email Account comparison
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 13/25
0
10
20
30
40
50
1 2 3 4 5 6
Active Email Accounts
Male
Female
H ypothesis Test
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 14/25
On all other criteria ± GUI, Reliability, Other Apps, Security, Features, Friends¶ Preference, Brand, Spam Filtering, Desired User Name the difference is not significant
H ypothesis Test
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 15/25
% Drop
93
73
34
23
8 8
84
20
9 60 3
G mail Yahoo Rediff Hotmail Indiatimes Others
Email Service ProvidersPre-test Post-test
Gmail Yahoo Rediff H otmail Indiatimes Others
% Drop 10% 73% 74% 74% 100% 63%
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 16/25
467 453 450389 386 371 370 349 342
288
Pre- Test
432 429 424 423 382 381 377 372 345 341284
Post- Test
Factors
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 17/25
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 18/25
Proximity Matrix ± Co-relation betweenVectors (Similarity Matrix)
PRE RA T INGCRI TERIAFRIENDS
PREFERENCE
POS T RAT INGCRI T ERIAFRIENDS
PREFERENCEPRE RA T INGCRI TERIA FRIENDSPREFERENCE
1.000 .655
POS T RAT INGCRI TERIA FRIENDSPREFERENCE
.655 1.000
PRE RA T INGCRI T ERIAFRIENDS
PREFERENCE
POS T RAT INGCRI TERIAFRIENDS
PREFERENCEPRE RA T INGCRI TERIA FRIENDSPREFERENCE
1.000 .655
POS T RAT INGCRI TERIA FRIENDSPREFERENCE
.655 1.000
PRE RA T INGCRI T ERIAFEA TURE
POS T RAT ING
CRI TERIAFEA T URES
PRE RA T ING CRI TERIAFEA TURE
1.000 .663
POS T RAT ING
CRI TERIA FEA TURES
.663 1.000
PRE RA T INGCRI TERIA
DESIRED USERNAME
POS T RAT INGCRI T ERIA
DESIRED USERNAME
PRE RA T ING CRI T ERIADESIRED USER NAME
1.000 .674
POS T RAT ING CRI TERIADESIRED USER NAME
.674 1.000
PRERAT ING
CRI T ERIASPAM
FILTERING
POS T RAT ING
CRI T ERIASPAM
FILTERINGPRE RA T INGCRI T ERIA SPAMFILTERING
1.000 .702
POS T RAT INGCRI T ERIA SPAMFILTERING
.702 1.000
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 19/25
Post Email*POST_EMA IL _PREF1 Cross tabulation
POS T SERVICE PROVIDERPREFERENCE1 Total
Gmail Yahoo H otmail Rediff Others
RetainingEmail
Accounts
POS T RE TAIN SERVICE
PROVIDER GMAILCount 42 1 1 0 1 45
POS T RE TAIN SERVICEPROVIDER YA H OO Count 1 4 0 0 0 5
POS T RE TAIN SERVICEPROVIDER H OT MAIL Count 0 0 2 0 1 3
POS T RE TAIN SERVICEPROVIDER REDIFF Count 1 0 1 2 1 5
POS T RE TAIN SERVICEPROVIDER O TH ERS Count 0 0 0 0 1 1
TotalCount 43 5 4 2 3 57
Cross Tabulation: Retaining Email Accounts vs 1 st
Preference
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 20/25
Cross Tabulation: Reasons for multiple accounts
Pre Reason-Post Reason Cross tabulation
Reason for retaining more than 1Account
TotalPOS T REASONSFOR MORE1
B ACKUP
POS T REASONSFOR MORE1DIFFEREN T PURPOSE
Reason for more than 1
Account
PRE REASONS MORE1
INCIDEN TALCount 3 5 8
PRE REASONS MORE1 T RY OU T Count 7 4 11
PRE REASONS MORE1 S T ORAGE Count 5 6 11
PRE REASONS MORE1 FRIENDSPREFERENCE Count 6 3 9
PRE REASONS MORE1 DIFFEREN T PURPOSE Count 7 14 21
PRE REASONS MORE1 USERNAME Count 3 1 4
Total Count 31 33 64
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 21/25
Rotated Component Matrix
Component1 2 3
PRE RA T ING CRI T ERIA RELIA B ILIT Y .879 -.105 .154
PRE RA T ING CRI T ERIA SPEED .807 -.120 .303
PRE RA T ING CRI T ERIA SECURI T Y .805 .032 .159
PRE RA T ING CRI T ERIA SPAM FIL T ERING .617 .535 -.161
PRE RA T ING CRI T ERIA O TH ER APPS .393 .245 .083
PRE RA T ING CRI T ERIA FRIENDSPREFERENCE
-.092 .721 .126
PRE RA T ING CRI T ERIA DESIRED USER NAME .250 .681 -.219
PRE RA T ING CRI T ERIA B RAND -.193 .636 .463
PRE RA T ING CRI T ERIA GUI .206 -.065 .771
PRE RA T ING CRI T ERIA FEA T URE .386 .170 .588
Initial Eigen Values (Cumulative % ) ± 60.9 % for 3 components (5
iterations)
Factor Analysis : Pre- Test
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 22/25
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 23/25
Observations
Average Number of email account per user in free email scenario is 3.1
Average Number of email account per user in paid email scenario is 1.08
Distribution of Active email account per user is significant across genders infree email scenario. H owever , in paid email scenario, this distribution is notsignificant.
Percentage Drop in Email subscription after introduction of price is only10 % for Gmail. H owever, for all other services, the drop is more than 70 %
Speed, Security & Reliability are the top three priorities in both scenarios.
Factor Analysis reveals that selection criteria can be broadly classified intothree factors ± Operational Features, Marketing Aspects, Appearance
aspects
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 24/25
Price introduction will lead to reduction in the number of email accounts/per user; most users would wish to retain only one email account.
Gmail appears to be the most preferred email service provider and will be
least affected among all service providers in post-test scenario.
Users are likely to retain email account/s (post-test) which they actively usein pre-test scenario.
Selection criteria are broadly classified into three factors ± OperationalFeatures, Marketing Aspects, and Appearance. Users value OperationalFeatures - speed, security and reliability the most in post-test scenario.
8/7/2019 E-Mail Usage Behavior(Marketing Insights)
http://slidepdf.com/reader/full/e-mail-usage-behaviormarketing-insights 25/25