e-mail usage behavior(marketing insights)

8/7/2019 E-Mail Usage Behavior(Marketing Insights)

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Impact of price

introduction onEmail usage

behaviour Amit Panchagade 23NMP07Ashish Kumar Mishra 23NMP09Chandan Kumar 23NMP12Gaurav Sinha 23NMP14Manoj Kumar 23NMP18Rahul Niranwal 23NMP23



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 ?



Approach



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



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




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




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



Data AnalysisData Analysis

Data Summarization/Basic data analysis:Single variables:

Mean

ModeMedian

Multiple variables:Factor analysis

Data Association:Cross tabulationCo-relationH ypothesis testing



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



Pre-Post Email Account comparison



0

10

20

30

40

50

1 2 3 4 5 6

Active Email Accounts

Male

Female

H ypothesis Test



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



% 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%



467 453 450389 386 371 370 349 342

288

Pre- Test

432 429 424 423 382 381 377 372 345 341284

Post- Test

Factors



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



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



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



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



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



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.

e-mail usage behavior(marketing insights)

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