Market Research Report on Kadamba State Bus Transport in Goa analyzing 1084 passengers

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MARKET RESEARCH REPORT | VRITTI SOLUTIONS LTD. | KADAMBA STATE BUS TRANSPORT (GOA) BUS STATIONS
MARKET RESEARCH REPORT
PREPARED FOR
VRITTI SOLUTIONS LTD.
9. CONTINENTAL PARK, OPP. KARVE STATUE, KARVE ROAD, KOTHRUD, PUNE 411038.
PREPARED BY
4/2 LIC COLONY, AUNDH ROAD, KIRKEE, PUNE – 411020 | www.viralants.com | nilesh@viralants.com
JUNE 2018

TABLE OF CONTENTS
THE BACKGROUND 03
RESEARCH APPROACH 04
METHODOLOGY 04
ON GROUND RESEARCH 05
PRIMARY SURVEY FINDINGS 06
SAMPLE DISTRIBUTION ACROSS THE DAY 06
AGE GROUP OF THE RESPONDENT 07
CLASSIFICATION OF RESPONDENTS – GENDER WISE 07
FREQUENCY OF TRAVEL 08
PURPOSE OF TRAVEL 08
AVERAGE WAITING TIME AT BUS STATION 09
PASS TIME AT BUS STATION 09
ACADEMIC QUALIFICATIONS OF TRAVELERS 10
PROFESSION OF THE TRAVELER 10
FAMILY TRADITIONAL BUSINESS 11
AVERAGE FAMILY INCOME 11
WORKING MEMBERS IN FAMILY 12
OWN VEHICLE STATUS 12
HOUSE STATUS 13
BUS ANNOUNCEMENT SYSTEM 13
CLARITY OF AUDIO ADVERTISEMENTS 14
VIDEO ADVERTISEMENTS NOTICED BY PASSENGERS 14
RECALL OF AUDIO ADVERTISEMENTS (UNAIDED RESPONSE) 15
CLARITY OF AUDIO (PROMOTER RESPONSE) 15
SUMMARY 16

THE BACKGROUND
Vritti Solutions Ltd.
 Vritti Solutions Ltd. is a next generation IT and ITES Company.
 Vritti iMedia, the media arm of Vritti Solutions Ltd; supplies and maintains fully automated
arrival and departure bus audio announcements on State Transport Bus Stations across
Maharashtra, Karnataka, Punjab, Rajasthan and Goa.
 Vritti iMedia offers air time to brands and advertisers to run its audio advertisements on these
state transport bus stations in the interim of the bus announcements.
Viral Ants
 Viral Ants is a full service advertising and branding agency formerly known as Munsai
Multimedia Pvt. Ltd.
 In its vast portfolio of services offered, Viral Ants undertakes market research and mapping
projects across India on behalf of its clientele.
The Association
 Vritti Solutions Ltd; has approached Viral Ants to undertake a research of Audience,
Demographics and Traffic at KSTC (Kadamba State Transport Bus Stations) in Goa where the
company has its Automatic Bus Announcement System installed on 10 Bus Stations.
 This Research is conducted through a third party as a the company intends to publish this
research report as a tool to advertisers, marketers and brand custodians to understand
o The effectiveness of the medium.
o To understand the foot falls and their demographics.

RESEARCH APPROACH
This study offers an opportunity to compare diverse demographics and traffic analysis at a given bus
station / depot.
 We conducted face to face survey among passengers at each of the study Bus Station.
 Passengers awaiting their buses were interviewed. Passengers were selected in a ‘random’
manner and were spread across all bus platforms.
 We ensured that all time bands in the day were represented.
 Basic information collected was on –
• The demographics of the footfalls.
• Reason and frequency of travel.
• Recall of various media present at the bus stand.
• Recall of brands advertised on these media.
• Utility / Clarity / Sound Volume of Announcements
METHODOLOGY

ON GROUND RESEARCH
This field work was conducted between 31st
May’2018 to 2nd
June’2018 across the below mentioned 10
Bus Stations:
1. Panjim
2. Bicholim
3. Assnora
4. Sanklim
5. Mapusa
6. Margao
7. Vasco
8. Ponda
9. Canacona
10. Saverdem
Field Work Collection Details:
No Bus Station Sample Size Proposed Sample Size Achieved
01 Panjim 100 113
02 Bicholim 100 104
03 Assnora 100 112
04 Sanklim 100 107
05 Mapusa 100 118
06 Margao 100 104
07 Vasco 100 100
08 Ponda 100 106
09 Canacona 100 118
10 Saverdem 100 102
Total 1000 1084

PRIMARY SURVEY FINDINGS
Primary survey – Primary survey comprised of direct face to face interviews by specially trained
promoters who interacted with volunteering passengers and collected their details in prescribed
formats.
The objective of the primary survey was to understand the demographics of the travelers and the
effectiveness of automated bus announcement systems to them.
SAMPLE DISTRIBUTION ACROSS THE DAY
 This field work was spread across the day and each of the systems working hours from 06:00am
to 10:00pm was covered.
 This sample size collected across all 10 Bus Stations was maintained fairly constant to get an
insight of passengers travelling at different hours of the day.
 Note:
o The Crowd volume plotted in the graph is a tentative size gauged by trained
interviewers conducting the study.
o The crowd volume is plotted at a scale of 1:20 in the graph.
o The passenger count report from the state transport billing department is also
considered in the same.
 It is observed that there is no peak – non peak hour phenomenon at these bus stations. The
crowd is more or less the same in terms of size with slight peaks in morning and evening hours.
0
20
40
60
80
100
120
140
160
0 5 10 15 20 25
Sample Size Crowd Volume

AGE GROUP OF RESPONDENTS
 It is observed that passengers of all age group travel by these buses.
 Passengers in the age group of 18 to 45 comprise of the biggest travelling community on these
bus stations amounting to 67% of the total passenger count.
CLASSIFICATION OF RESPONDENTS – GENDER WISE
 Male and Female passenger count is almost identical.
 Female passenger count shown here is less, as many females do not volunteer to respond to the
survey.
9%
27%
28%
22%
10%
4%
Less than 18
18 to 25
26 to 35
35 to 45
45 to 60
60 and above
0% 5% 10% 15% 20% 25% 30%
Less than 18 18 to 25 26 to 35 35 to 45 45 to 60 60 and above
Age Group 9% 27% 28% 22% 10% 4%
57%
43%
0%
10%
20%
30%
40%
50%
60%
Male Female

FREQUENCY OF TRAVEL
 Almost every second traveler is a daily commuter.
 87% travelers visit the bus station at-least once a week.
 People who travel less out of town also rely heavily on state transport whenever they are
traveling.
PURPOSE OF TRAVEL
 60% audience travels for educational and official purpose by Kadamba State Transport Buses
another 32% travels for personal reasons.
 Tourists travelling by this mode of transport are almost nonexistent.
18%
13%
48%
21%
0% 10% 20% 30% 40% 50% 60%
2-3 times a week
As & when required
Daily
Once a week
5%
36%
24%
32%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Business Education Office Personal work Tourist

AVERAGE WAITING TIME AT BUS STATION
 78% passengers traveling daily spend 15 to 30 minutes at the bus station.
 70% weekly passengers spend up to 30 minutes at the bus station.
PASS TIME AT BUS STATION
 It is observed that though all passengers carry smart phones, they avoid using it at bus stations
due to frequent bus announcements and disturbances due to voices of co-passengers.
 People who use phone are mostly on social media and messaging apps along with urgent calls
only.
 All activities undertaken are mostly idle time spent at the bus station and the attention is to
hear or see the bus of concern.
34%
16%
13%
25%
12%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Do Nothing
Use Phone
Reading
Watch and Observe
Chat with Co-Passengers
18%
41%
29%
12%
43%
34%
14%
9%
39%
31%
18%
12%
18%
34%
28%
20%
0% 20% 40% 60% 80% 100% 120% 140% 160%
15 Minutes
30 Minutes
45 Minutes
More than 45 Minutes
Total Passenger Count Daily Passengers Weekly Passengers OccasionalPassengers

ACADEMIC QUALIFICATIONS OF TRAVELERS
 The percentage of under graduates and matriculation is on the higher side, considering the huge
student population using the Kadamba state transport bus service.
 Like other states of India, State Transport is the safest and most convenient mode of transport
for students of Goa seeking education in up-towns.
 More than 95% footfall falls under literate category.
PROFESSION OF THE TRAVELER
 88% of the traveling community comprises of students and working professionals.
 The highest segment is students comprising 48%.
8%
30%
16%
3%
9%
34%
Diploma
Graduate
Matriculaion
Post Graduate
Some schooling
Under graduate
0% 5% 10% 15% 20% 25% 30% 35% 40%
1%
4%
1%
4%
40%
1%
48%
1%
0% 10% 20% 30% 40% 50% 60%
Agriculture
Business
Fishing
Housewife
Service
Retired
Student
Traders

FAMILY TRADITIONAL BUSINESS
 Goa being a tourist destination many families has small hotel and retail businesses.
 Most families change their business according to trending market conditions.
 Bus stations attract 88% footfall from families who are traditionally in service, and do not
change over time.
AVERAGE FAMILY INCOME
 82% people belong to the middle income family group with the overall family income falling
between INR 10,000/- to 50,000/- per month.
5% 2%
5%
88%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Agriculture Hotel Changes over time Service
8%
47%
35%
10%
Upto 10K 10 to 30 K 30 to 50 K Over 50 K

WORKING MEMBERS IN FAMILY
 36% people have only 1 working member in family whereas 56% people have 2 working
members.
 The average monthly income of the family increases with growing number of working members
in more or less a fixed pattern, indicating a fixed per capita income capacity of the audience.
OWN VEHICLE STATUS
 81% of audience visiting the bus stations owns a two wheeler which is very common and most
convenient mode of local transport in Goa.
 Only 8% audience owns four wheelers that are used for inter city travels, which indicates that
local Goa population is highly dependent on KSTC buses.
36%
56%
8%
57%
3%
1%
38%
68%
12%
5%
29%
87%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1
2
3
More than 50K 30K to 50K Less than 30K Working Members
13%
78%
5% 3%
No Vehicle Two Wheeler Four Wheeler Both 2 & 4
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%

HOUSE STATUS
 85% of audience resides in houses owned by themselves that indicates bulks of the audience are
native and migration crowd is close to minimum.
BUS ANNOUNCEMENT SYSTEM
 93% passengers are informed of their bus details like departure time, platform number, route,
etc via the automated bus departure announcement system installed by Vritti Solutions Ltd., on
KSTC bus stations.
 The old system of enquiring bus details at the enquiry counter is almost eliminated fully.
Own house
85%
Rental
15%
93%
5%
2%
Bus Announcement System
KSTC Officers
Co-Passengers
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

CLARITY OF AUDIO ADVERTISEMENTS
 100% passengers confirmed instantaneously that they notice advertisements in the interim of
bus announcements.
 63% passengers do not find these advertisements disturbing them at the bus station.
 86% passengers find the advertisements clearly or fairly audible.
VIDEO ADVERTISEMENTS NOTICED BY PASSENGERS
 The system is equipped with LED monitors installed at the bus stations to run Audio-Video
Advertisements.
 Only 33% passengers claim they do watch the video when the ads are running, remaining 42%
claim they don’t mind watching if they are facing the monitors.
 Only 6% are not aware of the video facility installed at the bus station.
68%
18%
5%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Clearly Audible
Fairly Audible
Loud
Not Clear
33%
19%
42%
6%
0%
10%
20%
30%
40%
50%
Yes No Sometimes Not Aware

RECALL OF AUDIO ADVERTISEMENTS (UNAIDED RESPONSE)
 The unaided response to all advertisements is good.
 Advertisements that are running for more than 90 days like Various Government Schemes and
KSTC awareness ads have maximum unaided response.
CLARITY OF AUDIO (PROMOTER RESPONSE)
 The Promoters appointed by Viral Ants to conduct the passenger interviews were asked to rate
the audio clarity at various locations of the bus station.
 It is observed that the entire premise of the bus station is clearly and equally audible.
 The locations where the passengers spend maximum time are fully and clearly audible.
649
571
342
923
867
218
324
Sarees
Jewellery
Gold Loan
GovernmentAds
KSTC
Milk Products
Clothing
Total (1024)
Total Recall
5
5
4
4
5
2
4
4
4
3
0 1 2 3 4 5 6
Platform (Sitting Area)
Platform (Other Locations)
Cafeteria
Wash Rooms
EnquiryCounter
Managers Cabin
Bus Parking Area
EntranceGate
Exit Gate
Outside Bus Station
Audio Clarity (1 to 5)

SUMMARY
 Audio advertisement at KSTC Bus Station is an effective medium to reach local Goa population.
 The frequency and consistency maintained in releasing the advertisements’ along with the
clarity leaves a lasting recall for the brand.
 This medium is more suitable for awareness and branding exercises than sales as a primary
objective.
 Student and service class population being on the higher side this medium is equally effective
for Education, Retail, FMCG and FMCD brands.
 Education and awareness programs can be run very effectively through this medium.
 National brands can look at this medium as an effective branding tool and should look to
conduct long and sustained campaigns.
 The medium should be considered as a standalone audio advertisement medium with an added
advantage of releasing video.

VIRAL ANTS
4/2 LIC Colony, Aundh Road, Kirkee, Pune – 411020.
Tel: +91 8554999310
nilesh@viralants.com | www.viralants.com

Market Research Report on Kadamba State Bus Transport in Goa analyzing 1084 passengers

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