Perception & Motivation factors

influencing the usage of

Presented by:

Ravi Nagarjun Pavan Sandeep

Anke Girish Ramvikas

 Agenda
• About Facebook
• Research Methodology
• Questionnaire
• Qualitative analysis
• Quantitative analysis
• Marketing Implications
• Conclusion
 About Facebook
• Facebook is the largest social networking website with over 500 million users.

• Launched in February 2004 by Mark Zuckerberg and his roommates.

• Users can create profiles with photos, lists of personal interests, contact
information and other personal information

• Communicating with friends and other users can be done through private or
public messages or a chat feature

• Also there are several other built in applications and games

• On an average every American spends 2 hours daily on facebook

• More than 2.5 billion pictures are uploaded to facebook each month
 Growing popularity of facebook
Facebook Reaches Top Ranking in US

Facebook surpasses Orkut in India

 Research Methodology
Develop Objectives

Collect Secondary Data

Design Qualitative Research Design Quantitative Research

• Method • Method
• Screener Questionnaire • Sample Design
• Discussion Guide • Data collection instrument

Conduct Research Collect Primary Data

(Using highly trained (Usually by field
Exploratory
interviewers) staff)
Study

Analyze Data Analyze Data

(Subjective) (Objective)

Prepare Report Prepare Report

 Objective

To analyze the perception of facebook among consumers and to

identify the reasons behind its ever growing popularity

Sub objectives

• To understand the motives behind a consumer signing up for facebook

• To understand the reasons behind the collective migration of Indian
consumers to Facebook from other sites like Orkut
 Research Methodology

Research type
Exploratory and Descriptive
Research Methods
Projective techniques(qualitative)
Survey (quantitative)
Sample size
10 (projective)
50 (survey)
Sample selection
Snowball sampling
Questionnaire
Qualitative Analysis
 Qualitative Analysis

• A sample size of 10

• Associations

• Projection : Personification

• Sentence completion
 Associations

• Online Chatting

• Videos

• Online games

• Social Network

• Facebook
Associations
Associations
 Personification

If facebook/orkut is a person, how would you describe him?

• Attitude
• Physical characteristics
• Occupation
Personification
 Minority Report
People who prefer Orkut says….
Sentence Completion

I am the no.1
social network in India!
BUT--------------
-------------------
Sentence Completion…
Quantitative Analysis
Data analysis
 Data analysis

User types
means

20
30
Direct users Mobile
70 Migrators 80 Computer
 Quantitative Analysis
Previous Social Network & Reason for Migration
 Quantitative Analysis
Previous Social Network & Reason for Migration
 Quantitative Analysis
Relation of Satisfaction & Age
 Quantitative Analysis
Relation of Satisfaction & Gender
 Quantitative Analysis
Relation of Satisfaction & Profession
Data analysis
 Quantitative Analysis
Correlation b/w Activity & Satisfaction
 Quantitative Analysis
Relation b/w Activity & Satisfaction
 Data analysis
Do you participate in
marketing campaigns on
facebook?

28
Yes
72 No
 Quantitative Analysis
Trust in Privacy settings
 Quantitative Analysis
Regression b/w Trust & Satisfaction
 Marketing Implications
• Marketing organizations can improve Brand Equity, Brand
Resonance by associating with games - e.g. RB Power Brands
• Usage of Facebook is more in Students, so organizations should
consider the TG of campaigns appropriately
• Attitude of Facebook vs. Orkut as person should be considered
before choosing a campaign on both
• Way to go is Applications, Quizzes, Games
• Privacy settings might be a bane of Facebook, marketing
organizations should keep them in check
Thank you