The document summarizes a research project on electricity theft in Karachi. It discusses the problem of power theft, the methodology used including secondary data analysis and surveys, and key results. The results section outlines high awareness of KESC's anti-theft campaign but limited understanding of its message. It identifies traits of likely whistleblowers including a desire for anonymity, social responsibility, and incentives. Younger age groups and housewives were more willing to report theft. Recommendations include stressing follow-ups to reports, anonymity, awareness programs, and incentives for regular bill payers.

2. “THEY STEAL, WE PAY”
“WOH KAREIN, HUM BHAREIN”
MBR RESEARCHPROJECT – BBA 6-2
TRACY ROQUE – RABEET AHSAN – RAMISH HASAN –MUNIB AGHA

3. TABLE OF CONTENTS
TOPIC SPEAKER
INTRODUCTION
(PROBLEM) & TRACY ROQUE
BACKGROUND
METHODOLOGY RAMISH HASAN
MUNIB AGHA & RAMISH
RESULTS
HASAN
RECOMMENDATIONS RABEET AHSAN

4. A. Problem
•Power theft accounts for a major portion of loss of revenues for KESC.
•It creates an abnormal demand which is not offset by increase in
revenue collection.
•Consequence : power short fall and prolonged outages.
The increase in demand has to be addressed through investment in
infrastructure, the burden of which falls on those who legitimately
pay their bills, financed by increase in electricity expenses.

5. Due to the very reason that electricity
theft is hard to detect and even harder
to correct, KESC has launched a new
campaign last year that urges
consumers to “Speak Up” against power
theft and report cases in their vicinity.

6.  SHIFTING EMPHASIS By KESC
Creating risk
profiles of the detect and
customers inspect
based on their methods of
payment identifying
histories electricity
inspect and
detect
methods of
identifying
electricity

7. The objective & purpose of our study
Objective: Purpose:
• “Creating a profile • To augment the
of the most likely effectiveness of the
consumer to report Campaign through
Electricity theft channeling
(whistle-blower) by resources in the
exploring the right direction as
tendency of theft will be concluded in
within the Citizens of the report.
Karachi”

8. C. Methodology
1st stage: 2nd stage 3RD stage
• Exploratory Research/
• secondary data analysis • Survey research/Qualitative
Survey Method
using the data from KESC research: Focus Group
archives pertaining to the • to find out the socio-
• Objective:
frequency of reports from economic demographics of
the residents of those areas • to gauge the perception of our
various localities. society with regards to the
and whether these
variables have significant concept of whistle blowing,
• Objective: to short list the impact on the reports • to infer whether the
areas which are most plagued generated. perception people have of the
by electricity theft. whistleblower
encourages/discourages
• Objective: to isolate variables him/her to report theft.
that actually encourage people
to speak up so these variables • to judge the perception of
are most stressed on during different socio-economic
the campaign, to gauge the groups with regards to the
level of public awareness of KESC campaign and whether
KESC’s efforts towards it really encourages people to
countering theft speak out.

9. RESULTS

10. 1. Ad-Campaign Awareness
2. Traits of the whistleblower
3. Demographics of the whistleblower

11. 1. AWARENESS
• Around 92% of the sample was aware of the ad-campaign
• Around 65% of these people first saw the ad on TV, the
closest second was Newspapers at 18%
• The awareness of the content of the ad-campaign was
limited to 50% of the sample, i.e. half the people had specific
idea of what the campaign asked, the others just knew seeing
some ads about KESC.
• Of the people aware of content the highest percentage was
among radio listeners, with respect to medium

12. 2. TRAITS
 Our whistleblower is vindictive (believes that
electricity thieves are criminals and should be
punished)
 Desires:
◦ Anonymity (Around 82% of all the people who agreed to
reporting electricity theft)
◦ Social responsibility (Around 95% of all the people who
agreed to reporting electricity theft)
◦ Monetary incentives or rewards (Around 70% of all the
people who agreed to reporting electricity theft)
◦ Considering oneself a victim of electricity theft (Around
76% of all the people who agreed to reporting electricity theft)
◦ Trust that reports will materialize into action (Around
66% of all the people who agreed to reporting electricity theft)

13. Example Analysis

14. Anonymity (Around 82% of all the people
who agreed to reporting electricity theft)

15. Social responsibility (Around 95% of all the
people who agreed to reporting electricity theft)

16. 3. DEMOGRAPHICS
◦ Gender: No significant relation between gender and reporting
theft
◦ Age: Younger age groups were more willing to report
electricity theft then middle-age groups
◦ Income: No significant relation between income level and
reporting electricity theft
◦ Profession: Although it was very hard to quantify due to a
variety of responses we took a look at our theory to pick out
housewives as being “gossip mongers” and likely to report
electricity theft with 50% of the housewives agreed to
reporting electricity theft, whereas only 17% disagreed to
reporting electricity theft
◦ Location: No significant relation

17. Age:
•18-28: 59% of the people agreed to reporting electricity
•28-38: Only 40% of the people agreed

18. Profession: 50% of the housewives agreed to
reporting electricity theft, whereas only 17%
disagreed to reporting electricity theft

19. RECOMMENDATIONS

20. RECOMMENDATIONS
The fact that reporting electricity theft The point needs to be stressed that KESC
will make a difference to the is doing its best and some support is
consumer’s electricity supply should requested from the public so that
be stressed so that they have a sense of people don’t have the opinion that KESC is
ownership and loss when they see just passing on the burden of correcting
someone stealing electricity theft. the crisis to the consumers only.
Regular follow-up reports should be Complaint drop boxes should be
published and complaint numbers given to installed at various locations to ensure that
those reporting theft and displayed in short the whistleblower has anonymity, as
intermittent campaign commercials people are skeptical that when they call
highlighting the involved persons complaint KESC to report, their contact numbers and
and consequential follow up. eventually they themselves are revealed.
The drop boxes should be arranged in a
spread out fashion so that people feel less
hestitant while dropping of reports in their
nearest drop box.
KESC should highlight figures relating Training and awareness programs
to electricity theft in its campaign should be launched in high schools and
commercials through which the public is colleges to prime the younger generation
better informed about KESCs side of the against electricity theft.
picture.

21. RECOMMENDATIONS
KESC should center ads on housewives certain subsidy should be granted for
and students, as well as extreme age consumers paying their bills regularly
groups. Because the results of our and that would create a drift for others to
analysis showed a positive response from follow legal means.
the “Gen Y” or individuals born after 1986,
probably because of the cultural shift from
old values.
Monetary rewards shouldn't be given Proper justifications should be given
to whistle blowers as they firstly prize for publically revealing the names of
anonymity above all secondly the activity electricity thieves because a significant
would turn vindicitive as our whistle blower amount of people are of the opinion that
has already displayed such orientations. this activity has low utility value.
Press conferences should focus on The mode of advertising should be in
protecting the whistle blower and not sync with the ethical values it
reactive like openly challenging the promotes and not target vengeful
population. emotions.
For the consumers who are willing to
A dedicated website to be set up to report, the toll free line should be
guide the consumers in allaying their fears stressed in the adverts.
about reporting or encouraging them to
report.

22. “THEY STEAL, WE PAY”
“WOH KAREIN, HUM BHAREIN”
THANK YOU !!!!!