Market Research -by Jessie A. - Knowing Our Customers

A Market SurveyA Market SurveyA Market Survey

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TABLE OF CONTENS

List of Figures and Tables i

Introduction and Background 1

Executive Summary 2

Survey Findings 5

Demographics 5

Customer Behavior on Lottery Game 10

Buying Habits and Motives of MNO Subscribers 28

Customer’s Satisfaction on Mobile Lotto 40

Recommendations 49

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TABLE OF CONTENS



Executive Summary 2

Survey Findings 5

Demographics 5




Recommendations 49

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TABLE OF CONTENS



Executive Summary 2

Survey Findings 5

Demographics 5




Recommendations 49

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LIST OF FIGURES AND TABLES (Continued)

Figure 1 and 2 6Figure 3 and 4 7Figure 5 and 6 8Figure 7 9Figure 8 and 9 12Figure 10 and 11 13Figure 12 and 13 14Figure 14 and 15 15Figure 16 and 17 16Figure 18 and 19 17Figure 20 and 21 18Figure 22 and 23 19Figure 24 20Figure 25 and 26 21Figure 27 and 28 22Figure 29 and 30 23Figure 31 and 32 24Figure 33 and 34 25Figure 35 and 36 26Figure 37 and 38 27Figure 39 29Table 1 29Figure 40 and 41 30Figure 42 and 43 31Figure 44 and 45 32Figure 46 and 47 33Figure 48 and 49 34Figure 50 and 51 35Figure 52 and 53 36Figure 54 and 55 37Figure 56 and 57 38Figure 58 39Figure 59 41Figure 60 and 61 42Figure 62 and 63 43Figure 64 and 65 44Figure 66 and 67 45Figure 68 and 69 46

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INTRODUCTION AND BACKGROUND

In September 16 to 20, 2014, the market research unit of the Marketing and CustomerCare department took part in conducting a market survey. The survey asked a sample of 300respondents in the Vientiane Capital and Phonhong District. The survey sought to analyze thecustomer behavior on lottery game, the buying habits and motives of MNO subscribers,customer’s satisfaction on mobile lotto and respondent’s response in using a debit card. Thepurpose of the survey is to get a great understanding of our customers, to get a data that is reallyunique and to see specific areas where we need to promote and improve.

The descriptive research is being used in this study. It means a study that describes thepopulation or phenomena characteristics such as by asking what, when, where, who and howquestions. Through this descriptive research it helps us to segment, target markets anddetermine the differences in perceptions, attitudes and the subgroups characteristics.

The questionnaire survey method is being used in this survey. The survey research isunder the primary data which is the data collected from the respondents personally. This is aninexpensive and efficient way in assessing the population information.

Moreover, the pilot test is a pre-testing question before survey launched. This is toimprove the reliability of data and to ensure validity of data collected. Reasons for doingpilot tests are whether respondents understand the questions, effectiveness of data capture,edit field and correct sequences of respondents. In this survey, 10 respondents were beingasked for the pilot testing.

The survey doesn’t employ any probability statistical method. A non-probabilitysampling (https://explorable.com/non-probability-sampling) using the purposive samplingmethod was used in the survey. We used the purposive sampling method to reach the targetedsample quickly. They size up the people passing by and anyone who looks to be in our categoryand who are willing to participate the survey.

LIMITATIONS. The findings are based entirely upon the research conducted inVientiane Capital which has a total population of 799,000 in 2013(http://www.populationfun.com/laos-population/) and hence the result may not be applicabledirectly to whole population and to other metropolitan areas on counts of socio-cultural diversityand contextual factors. The target respondents to be interviewed here in Vientiane are only 500respondents.

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EXECUTIVE SUMMARY

The target respondents to be interviewed in this survey are 500 respondents. The actualrespondents being surveyed reached only 365. Among the respondents that were survey, only300 were considered clean and their responses can be used for analysis. 65 responses wereconsidered null and void.

In this survey, it was found out that the market penetration on lottery is higher in thefollowing group of age:

25 – 34 year olds comprise the highest number of respondents with 30 per cent ofthe population and the highest lottery customer with thirty-four per cent statistics

18 – 24 year olds comprise the second highest number of respondents withtwenty-eight per cent of the population and also the second highest lotterycustomer with twenty-six per cent statistics

Put another way, there is a slightly higher probability that the 35 - 44 year oldswill buy lottery than the 18 - 24 year old with statistics of twenty-one per cent ofthe respondents and twenty-three per cent as lottery customers.

The survey also tells us that the respondents with an income from 1M but less than 3Mpenetrates the highest lottery customers with fifty-seven per cent statistics followed by anincome from 3M but less than 5M which comprise twenty-five per cent of lottery customers.This is followed by the income lesser than 1M with 10 per cent of lottery customers and 6 percent of lottery customer goes to income earner from 5M but less than 10M.

Surprisingly, forty per cent of the total respondents believe that lotto is not a gamble.That it is an entertainment. And playing lottery is a way of supporting and helping thegovernment.

Lotto customers also feel that the most convenient and safe way to play lottery is throughpaper (ticket). Aside from the draw days, which are Tuesdays and Fridays, these lotto playersbelieved that the optimum day of playing lotto are Mondays and Wednesdays. Monday, becauseit’s the only day of the week that they have extra money; it’s the beginning of the week andtherefore it’s a lucky day; and most of their dreams come on Sundays. No significant reason wasgiven why Wednesday. They also believe that the optimum time to play lotto is between 17:01 to20:00 pm.

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EXECUTIVE SUMMARY









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EXECUTIVE SUMMARY









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EXECUTIVE SUMMARY (continued)

Furthermore, the factors that motivate them in playing lotto are the following (see infigure 26_Motivations for playing lottery):

Had a good dream The prize that they can win Influence from other person

Had a good hint Feeling lucky

For leisure

More so, 72 per cent of the respondents who played lotto want to witness the drawing oflotto results on television. The most viewed television channels of the respondents are the LaoStar, Lao National TV, and MV Lao. The respondents also prefer to listen to the FM radio ratherthan the AM radio. The most preferred FM stations are: 98.8 MHz, 105.5 MHz, 103.7 MHz, and97.5 MHz.

It is also notably; with a significant figure of 82 per cent of the respondents do not wantto have more than 2 draws in a week. For them, they don’t believe that the more draws in a weekthe more chances for them to win.

With regards to the Mega Lotto, majority of the respondents extremely like to have a newlottery game with bigger prizes at stake. They prefer to have a fixed jackpot prize. 25 per cent ofthese respondents want to have pot money for the jackpot price and keeps on increasing if thejackpot is not won. As for the price of per combination number, their ideal price is 5 thousandthat can win the jackpot, second and third prize. A significant figure of 25 per cent of the totalrespondents wants to have a 2 thousand as price per combination number.

A significant figure of 50 per cent of the respondents wants to have a consolation prize.From these respondents, 70 per cent prefer a cash consolation prize while 21 per cent prefers anitem for the consolation prize.

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For leisure





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For leisure





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Of the 79 per cent of the respondents who played lotto, only 29 per cent heard aboutmobile lotto and from this figure 41 per cent heard it from a friend while only 34 per cent fromour collaterals. And of the 29 per cent who heard about mobile lotto only 21 per cent have triedto use it. Among its platforms, SMS were mostly used which comprise 89 per cent of the 21 percent who used mobile lotto. The problems that they usually encounter are: SMS confirmation isslow and no SMS confirmation at all. 88 per cent of these respondents who have tried to usemobile lotto will recommend our product to their friends.

On the other hand, most of the respondents that were surveyed that owns a mobile phoneare prepaid subscribers and majority of them have been with their MNO’s for more than 5 years.50 per cent of these respondents’ uses internet banking and applications and only 10 per centuses mobile banking application.

These respondents refilled their mobile phones every week with an average of 3 refillsper week at an amount of 10 thousand per refill. Ninety percent of the reloads are scratch cardswhich are usually bought at the convenient stores (small stores). The usual problems that theserespondents have encountered are:

Desired amount is not available

Desired MNO scratch card is not available

The ideal minimum of the refill scratch card for the respondents is 5 thousand whichcomprise 63 per cent of the prepaid subscribers. In the customer’s point of view, they wanted thebest product with the least amount to pay.

As for respondent’s response in using debit card, the gathered data was not enough tomake an analysis. From the total of 300 respondents, only 12 respondents or 4 per cent of therespondents have a debit card.

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SURVEY FINDINGS

DEMOGRAPHICS

In this survey, thirty percent of the total respondents have an age ranging from 25 to 34years old; twenty-eight percent of age range from 18 to 24 years old, twenty-one percent of agerange from 35 to 44 years of age, twelve percent of the ages are ranging from 45 – 54 years old.Eight percent of ages range from 55 years old and up, while age below 18 years old compriseonly one percent of the total respondents.

Majority of the respondents is female which comprises fifty-five percent of the totalrespondents while only forty-five percent are male. Married respondents are dominant in thissurvey with forty-eight percent followed by single respondents with forty percent. Head of thefamily with nine percent, and three percent of the respondents didn’t give their answer.

As to their education, twenty-seven percent are in high school, followed by college whichis twenty percent, elementary which is eighteen percent. Higher diplomas have seventeen percentof the total respondents, vocational is eight percent, and primary is seven percent. The rest of therespondents didn’t give their educational attainment.

Most of the respondents are privately employed with twenty-nine percent, followed bystudent with 20 percent; both business owner and housekeeper have 17 percent. Governmentemployee comprises only 14 per cent.

Income earners from 1M but not more than 3M dominated the statistics of respondent’sincome with 55 per cent. This is followed by income earners from 3M but not more than 5M.This is also followed by income earners below 1M.

As to their monthly expenses, expenses for food got the highest frequency followed byfuel, prepaid phone bills, water and electricity and groceries.

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SURVEY FINDINGS

DEMOGRAPHICS







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SURVEY FINDINGS

DEMOGRAPHICS







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Figure 5: Respondent’s occupation

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Respondent’s Occupation

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Figure 7: How much do you spend for the following items?

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FINDINGS (Continued)

CUSTOMER BEHAVIOR ON LOTTERY GAME

Fifty nine of the respondents believe that lottery is a gamble while forty percent of therespondents who do not believe that lottery is a gamble, aside from just being an entertainment,for them playing lottery is a way of supporting or helping the government.

78.33% or 235 respondents played lotto while 20% or 60 respondents do not play lotto.Majority of the reason for playing lotto are prizes at stake which comprise 56.78% and 20.76%

played lotto for enjoyment reasons. Run out of time to buy the ticket and weather conditions arethe reasons for the respondents why they were not able to play lotto. 23.67% of the respondentsthat do not play lotto do not believe by chance winning and lotto is only a waste of money.

The most familiar lotto game that the respondents have known is the draw game whichcomprises 92.80% or 219 respondents which is also the game that they prefer to play followedby scratch game and raffle game with only 11.02% or 26 respondents.

Among the lotto platform that were presented, 89.83% or 212 of the respondents feel thatplaying lotto through paper (ticket) is the most convenient and safe to play compared to mobilephone with 4.24% or 10 respondents and playing through computer with only 0.42%.

For the respondents, the optimum day to play lotto is Tuesdays and Fridays with 138respondents followed by Mondays with 35 respondents, Wednesday with 10 respondents,Saturdays with 8 respondents, Sundays with 4 and Thursdays with 2 respondents. For them, theoptimum time to play lotto is between 17:01 to 20:00 with 77.54% or 183 respondents, followedby 12:01 to 17:00 with 14.41% or 34 respondents.

Majority of the respondents with 33.05% or 78 respondents who played lotto are willingto bet 5,000Kip per combination number followed by 18.64% or 44 respondents are willing tobet 2,000 Kip and 13.56% or 32 respondents are willing to bet from 6,000 Kip to 10,000 Kip.Most of their reasons for betting these number combinations are from good dreams, good hintsand rumors from friends.

These respondents who played lotto prefer to witness the drawing of lotto results ontelevision. They comprise 72.03% of the total respondents. The first 3 television channels thatmost of the respondents prefer to watch are Lao Star, Lao National TV and MV Lao. They alsoprefer listen FM radio stations rather than AM radio stations. The most preferred FM stationsare: 98.8 MHz, 105.5 MHz, 103.7 MHz and 97.5 MHz. They also check the lotto results through

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their friends with 60.17% followed by facebook platform with 20.34% and radio broadcastingwith 8.05%.

Majority of the respondents with a rating of 55.33% extremely like to have a new lotterygame with bigger prizes at stake. They also prefer 3 digit draw game for this type of lotterygame. These comprise 71% of the total respondents of the survey.

When ask if they want to have more than 2 draws in a week, 82. 33% of the respondentsanswered no. They do not even agree that the more games to be drawn in a week, the morechances for them to win. Few of the respondents who want to have more than 2 draws in week,prefers also a daily draw.

Fifty percent of the respondents rated the prize for the proposed lottery game asextremely important, followed by 25% rate for moderately important and 11.33% for quiteimportant. Sixty – six percent of the respondents want to have a fixed jackpot prize for this newlottery game. As to consolation prize, fifty-two percent rated it as extremely likely. From therespondents who want to have a consolation prize, sixty-nine percent wants a cash prize andtwenty-one percent wants an item for the consolation prize. As for the price per combinationnumber, sixty percent of the respondents want a fixed amount that can win the jackpot prize,second and third prize. When asked about the ideal price per combination number, sixty-fourpercent wants 5,000 Kip per number combination.

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Figure 16: When is the optimal day to play lotto?

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Figure 21: Percentage of Lottery Customer as per age range

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Figure 22: Percentage of Lottery Customers as per income level

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Figure 26: Motivations for playing lottery

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BUYING HABITS AND MOTIVES OF MNO SUBSCRIBERS

Majority of the respondents which comprise ninety-five percent owned a mobile phone.Forty-eight percent of these are normal phones, and forty-seven percent of these are smartphones. Five percent of the respondents who owns a mobile phone didn’t give an answer.

From the total respondents who own a mobile phone, fifty-two percent of them are LTCsubscriber, twenty-five percent are unitel subscriber, thirteen percent are ETL subscriber and theremaining ten percent are beeline subscriber.

In table 01, we can see that most of the LTC, ETL and Beeline subscribers have beentheir customers for more than five years.

Ninety percent of the respondents who own a mobile phone are prepaid subscribers; eightpercent are postpaid subscribers while the remaining two percent didn’t give an answer.

In figure 47, we can see that 50 per cent of our respondents used internet banking andapplications. These are seventeen percent, fourteen percent, nine percent, and seven percentrespectively. It is also noticed that seventy-five percent of these mobile phones owners do notuse SMS application of their mobile phones

Sixty percent of these prepaid subscribers reloaded their mobile phones every week withan average of 3 reloads per week at an amount of ten thousand per reload which compriseseventy-three percent of the prepaid subscribers.

Twenty-seven percent of the prepaid subscribers choose to reload their mobile phone on adaily basis. Eleven percent on a monthly basis with an average of 2 reloads per month. Table ___shows the percentage of range of scratch card purchased by the subscribers.

Ninety-eight percent of the reloads are scratch cards which are usually bought at theconvenient stores. Of the total respondents who are prepaid users, forty percent of them haveencountered problems when buying the scratch cards. Sixty-nine percent from the problemsencountered was the desired amount is not available and the thirty-one percent from theproblems encountered was the desired MNO scratch card is not available.

When the respondents who owns a mobile phone were asked about their ideal minimumamount of reload, sixty-three percent favored from five thousand, twenty-six percent favoredfrom ten thousand, nine percent favored below five thousand, and the remaining two percentdidn’t give their answers. Most of the reasons for buying a reload for their mobile phones are for

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call and text applications which comprise 66% of the respondents and for internet browsing andapplication which comprise 33%.

Figure 39:

Table 1:

# of years UNITEL ETL LTC BEELINE

Freq % Freq % Freq % Freq %

> 1 yr 12 17% 01 03% 15 10% 02 07%

1 – 3 yrs 23 32% 14 37% 36 24% 10 36%

3 – 5 yrs 19 27% 08 21% 31 21% 04 14%

< 5 yrs 17 24% 15 39% 67 45% 12 43%

Total 71 100% 38 100% 100 100% 28 100%

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Figure 39:

Table 1:



> 1 yr 12 17% 01 03% 15 10% 02 07%

1 – 3 yrs 23 32% 14 37% 36 24% 10 36%

3 – 5 yrs 19 27% 08 21% 31 21% 04 14%

< 5 yrs 17 24% 15 39% 67 45% 12 43%

Total 71 100% 38 100% 100 100% 28 100%

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Figure 39:

Table 1:



> 1 yr 12 17% 01 03% 15 10% 02 07%

1 – 3 yrs 23 32% 14 37% 36 24% 10 36%

3 – 5 yrs 19 27% 08 21% 31 21% 04 14%

< 5 yrs 17 24% 15 39% 67 45% 12 43%

Total 71 100% 38 100% 100 100% 28 100%

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Figure 51: Frequency of buying the refill

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CUSTOMER SATISFACTION

From the total respondents that were asked during the survey, only twenty-nine percentheard about mobile lotto.

Of the twenty-nine percent, forty-one percent heard it from a friend, thirty-four percentfrom the mobile lotto collaterals, fourteen percent from the radio advertisement and elevenpercent from television advertisement. And only four percent of these respondents know IVRnumber which is 8899. The customer information which is 1448, they never heard of thesenumbers.

When asked about the content of the collaterals as to sufficiency of the information,twenty-two percent rated it as satisfied, twenty-one percent rate it as neutral and fifteen percentrate it as very satisfied. The rest of the respondents who knows about mobile lotto didn’t givetheir rating.

When asked about the content of the collaterals as to clarity of the message, twenty-sixpercent rate it as satisfied, twenty-four percent rates it as neutral and eight percent rate it as verysatisfied. The rest of the respondents who knows about mobile lotto through our collateralsdidn’t give their rating.

When asked about the content of the collaterals as to the appeal, thirty percent rate it asneutral, sixteen percent rate it as satisfied, and nine percent rate it as very satisfied. The rest ofthe respondents didn’t give their rating.

Of the fourteen percent of the respondents who heard mobile lotto through the radio,twenty-two percent rate it as quite informative, nineteen percent rate it as somewhat informativeand eight percent rate it as extremely informative. Seven percent of the respondents rate it as notinformative while the remaining respondents didn’t give their ratings.

Of the twenty-nine percent who have heard about mobile lotto, only twenty-one percenthave tried to use it. And among the platforms of the mobile lotto, the most platforms that wereused are the SMS which comprise eighty-nine percent of the respondents.

When asked about the simplicity of the platform, forty-five percent rated it as satisfied,thirty-three percent rated it as very satisfied and twenty-two percent rated it as neutral. Whenasked about their purchase experience, forty-four per cent rated it as satisfied, thirty-nine per centrated it as neutral, 17 per cent rated it as very satisfied. When asked about the post service

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rendered, 39 per cent rated it as satisfied for both satisfied and neutral; 22 per cent rated it asvery satisfied.

Out of twenty-nine percent who played mobile lotto, eleven percent encountered aproblem like SMS notification is slow and no SMS confirmation.

Sixty percent of the respondents who used the mobile lotto will definitely willrecommend mobile lotto to their friends, twenty-two percent says probably will, seventeenpercent says they are not sure and one percent answered definitely will not recommend mobilelotto.

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Figure 71: How likely are you to recommend mobile lotto to others?

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Figure 72: How important is convenience when choosing this kind of game platform?

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RECOMMENDATIONS

Age is probably the most important demographic variable for planning purposes. People'sneeds and interests change over their lifetimes as they move from starting their careers in theirtwenties to raising their families in their thirties and forties to dealing with empty nests and pre-retirement planning in their fifties and early sixties and to retirement in later ages. Therefore, agecan be used to introduce a life cycle approach to marketing and product decisions. The marketpenetration on lottery game here in Laos is strong from ages 18 to 34. The marketing collateralsshould be focused on this group of age.

Word of the mouth brought high statistics as to how the respondents hear about mobilelotto. If positive feedbacks will spread among friends, positive result would be an output. But, ifnegative feedbacks will spread among friends, negative result would also be an output. If ahappy person talks, he spreads positive comments. If an unhappy person talks, he spreadsnegative comments. Having said, an interview from the winners (current and previous) will helpto make our image better and strong. Their testimonies will help us build strong relationship withthe public.

The figures presented above are significant to conclude that the respondents lackawareness of the mobile lottery. There is not enough information, education and campaign (IEC)that reach to the right audience. It is in the advertising and promotion that the company spends alot of money. But, without the right audience, spending millions of Kip will only vanish into thinair. For the mobile lotto to increase sales levels, it is imperative to deploy a merchandising teamto distribute these marketing collaterals to the right audience. We have our competitiveadvantage, we have our area of excellence and superiority and we have our unique sellingpropositions. Let’s use all of these to build a strong rapport.

The respondent’s habits and motives in buying a refill or reload is very clear, the lesserthe amount the better and they bought their refill card to the closest store available. Making thelowest price of the E-top up lesser compared to the current scratch card and available in everysmall store is favorable for this endeavor. Through strategy, majority of the prepaid subscriberswill be catered.

For the customer’s satisfaction, the data that were taken are not enough to gauge the levelof services rendered to our customers. Hence, it is recommended to survey our current customersto get a good data for our analysis.

Only 4 per cent of the total respondents have a debit card. The responses that were takenare not sufficient to represent the total population of the respondents; hence, a survey intendedonly for debit card holders should be conducted.

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RECOMMENDATIONS







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RECOMMENDATIONS







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If we will take care of our customers, they shall never go anywhere else. We will takesuch good care of them that they’ll eagerly come back to us.

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Date post:	05-Aug-2015
Category:	Marketing
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