Edsml-U16-Rmsm-Lo1-5-Chandan KR Singh

International School of Management Studies
Pune – Maharashtra - India
RESEARCH METHODOLOGY FOR STRATEGIC MANAGERS
LEARNING OUTCOME 1, 2, 3, 4 AND 5
Mr. Chandan Kr Singh
(MBA INTERNATIONAL)
Statement of Authenticity
I certify that the work submitted in regard to this assignment is my own and wherever the works of others have been used
to support my work, the credit has been duly acknowledged.
Student Email: chandansingh.isms@gmail.com Date:24/01/2020
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Extended Diploma in Strategic Management & Leadership
International School of Management Studies, Pune – Maharashtra - India
TABLE OF CONTENTS
Serial No Particulars Page no
1 Introduction 3
2 Objectives 4
3 Literature Review 4
4 Nature of the Study and 6

research tools used.
5 Data Interpretation 7
6 Conclusion 18
7 Bibliography 19
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Topic: Consumer Behaviour towards online streaming of Netflix
Introduction:
Netflix has more than 167 million annual memberships and is the global leader in streaming, offering TV series, movies
and feature films of various genres and languages in more than 190 nations. Members can access Netflix on any internet-
connected device as much as they want. Members will play, pause and resume, all without ads or undertakings. This
research is based on a research conducted to study the consumer behaviour towards online streaming of Netflix thus, to
analyse the reasons for success of Netflix by identifying the satisfaction levels expressed by its existing users over different
attributes and identifying the Gap between customers preferences and the current satisfaction ratings. The research used
primary data from a questionnaire survey and it confined to Pune city and Kolkata, India.
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Research design
A research design is the arrangement of condition for collection and analysis of data in a manner that aims to combine
relevance’s to the research procedure.
1. Defining the research topic:

The research topic is to study of consumer behaviour towards online streaming of Netflix. Here the research was
carried out to find out: How often people use Netflix as their entertainment source over other media providers.
2. Objectives of study:
 Age group preferences
 Competitors of Netflix
 Content selection among consumers (e.g. Thriller, horror).
3. Literature review
1. Netflix phenomenon in India
In the field of public research, introducing Internet TV technologies, like Netflix, is of crucial importance,
particularly in view of how new viewing practices like binge watching are privileged. This research, using the
methodology of domestication theory, analyses Netflix's inclusion in the daily life of Indian urban youth from a
dual viewpoint, in which they negotiate with the philosophy of their text, technology and the pleasures
offered. As such, current applications and gratifications work on television and the Internet are used and
expanded upon. The research is based empirically on 15 semi-structured interviews of respondents, chosen
by means of publicity and snowball samples and evaluated using the thematic analysis technique of Attride-
Stirling. The analysis shows that all texts and strategies in the domestication circuit of Netflix, the target
application and the social interactions that follow. This provides evidence of the textual transformations of the
content of Netflix and notes also the use of subtitles in interacting with Indian and transnational material as a
domestication device for metropolitan, English-learned Indian viewers. This investigation is valued to marry
the studies of media text and media technologies and to its de-westernizing inclination, ethnographic
research into Netflix's next largest markets.
2. The analysis of Netflix data
This paper analyses ratings in order to provide information on film quality. Structural Bayesian learning model
link Subject to the product choice of future consumers with the same product, experiential experiences
fraters, who are prior consumer products. I postulate that films are chosen on the basis of previous audience
preferences and accuracy of ratings signals. When more consumers display their interests in the ratings,
consumers use ratings more. The Netflix rating data will specify and estimate a simulated maximum
probability model. The very rich data set helps me to assess the impact on demand of ratings while testing the
intrinsic success of each particular DVD with fixed results. The results show that customer quality signals are
given by the ratings. If only one rating is used for this signal, it is very noisy and it could be ignored by the
consumer. More consumers rate the DVD, more informative the signal, and the findings demonstrate an
increase in consumer surplus. The calculation indicates an economically significant importance of the rating
system. As 100 others rate a DVD, the amount requested for the newly released DVD can be up to 35%.
Without providing the rating service, Netflix would offer DVDs to 88 percent more consumers. Ultimately,
because there is no Netflix network with high rates on each DVD, customers can rent a smaller selection of
DVDs than Netflix leases. In total, 5-17 percent would be the share of newly released DVDs.
3. Assessing the Impact of Recommendation Agents on On-line Consumer Unplanned Purchase Behaviour
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Many Internet companies such as Amazon and Netflix have used recommendation agents. Few researched,
however, how consumer behaviour, based on current shopping, is influenced by recommendation agents who
direct consumers online. Fewer have yet to study the role of recommendations to influence the online
decision-making process. This paper develops a theoretical model which shows the effect of online consumer
behaviour by recommendation agents. The model is validated using an online shopping simulation using a
product recommendation agent based on collaborative filtering. The effect of the consumer advocacy agent
on product promotion efficiency, product search efficiencies, website satisfaction and unplanned purchases
shall be particularly taken into consideration. The results suggest that the theoretical model provides
information and feedback on the effect of a recommendation agent on online consumer behaviour.
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4. Hypothesis :
Null hypothesis : Netflix is not responsible for the transition of consumer towards video streaming industry.
Ha: Netflix is the reason for the transition of consumer towards video streaming industry.
5. Nature of the study.
Descriptive research was used in this research. It focuses on the diagnosis or investigation about the problem, find
out the facts and figures or to get answers of the questions. In this research the survey was carried out to find the
users of Netflix , their views on the selection of content and to find the limitations.
The study also includes Quantitative research. A survey was carried out on the basis of which the data was
measured. The research also included cross-sectional study , in which data was recorded at current time period
6. Data sources.
The source of data collection was secondary as well primary. The first step which was followed for data collection
was secondary research. A descriptive study about Netflix was carried out. The secondary data consisted about
Netflix affecting the video industry, its impact and even case study of Netflix was carried out. The next source of
data was primary data. The primary data was collected in Pune city. The data was collected through survey. A set
of questionnaire was formed and displayed through google forms. Close ended questions were asked.
The questionnaire was divided into two parts. First part concentrated on demographics of the audience and
second part concentrated on the psychographic part. The main aim of the questionnaire was to identify the age
group preferences, content preferences and views of the consumer.
7. Tools and Techniques for Analysis:

Google forms was used for the survey. It helped in the analysis for the research. This was carried out for primary
data collection. The secondary data collection source were past research papers which gave a overview about
Netflix past scenario.
8. Sample Frame:
The sample were the consumers who have a subscription of Netflix in Pune city and Kolkata.
9. Sample unit:
Netflix subscribers.
10. Sample size:

The sample size was 120 respondents.
11. Sampling technique:
Sampling is a process of selecting the elements which would represent the population under study with the most
precise possible manner without any biasness. The population under study were citizens of Pune city. There are
two types of sampling methods i.e. probability and non-probability. The method utilized in this research was non-
probability. In non-probability method volunteering non- probability method was
used. In volunteering non-probability method it depends on the choice of respondent to be a part of the survey or
not. The option is given to the respondent.
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Source: Personal Survey
Analysis :
By analyzing the responses that I have received from my questionnaire, here I am going to represent and explain the data.
Evaluation: By evaluating the ages of my respondents here I can see that most number of respondents has come from 19
to 25 years of age with the percentage of 83.3 %. The minimum age group of people whom I have considered in my survey
is less than 18 years. From that age group I have received responds from 1 people and the percentage is 0.8%. 137 people
have responded to my survey from the age group of 26 to 30. The percentage from this group is
14.2%. From the age group of 31 to 35, 2 people has responded to my survey and thus the percentage is 1.7%. No persons
have responded from the age groups of 41 to 45 and 46
to 5. So, the percentage is same for these two groups, which is 0.%. I have not received any responds from the age group
of 51 to 55 and 56 to 60.
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Evaluation: By analyzing the gender of my survey takers, I can see that 50 male respondents and 49.2% female responded.
Only one person preferred not to say i.e 0.8%
Evaluation: By evaluating on the basis of employment. There are 72 respondents which are students i.e 60% . 32
respondents were salaried or employed which is 26.7%. 6 respondents are unemployed i.e 5% .4 respondents are
professionals i.e 3.3% .5 respondents are unemployed i.e 4.2% and 1 respondent was housewife i.e 0.8%
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Evaluation: By evaluating on the basis of geographical belongingness 91.2% respondents are from urban area which are
104 people and 8.8% people are from rural are which are 10 people.
Evaluation: By evaluating on the basis of martial status, 85% respondents are single who are 102 in numbers.13.3%
respondents are unmarried i.e 16 people and 2 people are married which is 1.7%
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Evaluation: By evaluating on the basis of family size.69.5% people are from nuclear family i.e 82 in numbers and 30.5 %
people are from joint family i.e 36 people.
Evaluation: respondents were asked from where they enjoy visual entertainment programs.20 people uses T.V i.e 16.8 %.
59.7% respondents use online video streaming providers which is 59.7%. 6 people uses none which is 5 % and 38 people
uses both TV and online video streaming i.e 31.9 %.
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Evaluation: respondents were asked to give information on which online streaming media provider they use.78 people
uses Netflix i.e 68.4 %.52 people uses amazon prime i.e 45.6 % . 77 people uses hotstar i.e 67.5 % . 5 people mentioned
YouTube i.e 4.5 % .and Alt Balaji ,Voot,Hoichoi,Sony Six ,Zee5 are used by 1 people each i.e
Evaluation: Respondents were asked to give information whether they currently have Netflix subscription or not. 58.5 %
do not have an active subscription i.e 49 people where 41.5 % people are active users of Netflix i.e 69 people.
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Evaluation: Respondents were asked that how many times during a month they access Netflix.36.3 % are rare users i.e 41
people.26.5% people uses Netflix daily i.e 30 people.18.6 %people uses Netflix once in a week i.e 21 people . 9 people
usesi.e 8% and 10.6 % respondents uses Netflix less than once in a month i.e 10.6% .
Evaluation: Respondents were asked to give their choice of genre from Netflix .19.6 % respondents like comedy content
i.e. 21 people .15.9% respondents like romantic content i.e 17 people . 12.1 % respondents like horror and action content
i.e. 13 people .9 people like sci-fi content . 5 people like fantasy genre i.e 4.7%.2 people chose thriller i.e 1.9 % and rest
chose others as an option.
Evaluation: Respondents were asked to give their review whether they prefer series over movie or both or none.39.8%
chose both series and moviesi.e 47 people .36.4% chose series i.e 43 people and 18.6% chose movies i.e 22 people. And 6
people voted for none.
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.
Evaluation: Respondents were asked whether they will choose Netflix over other streaming providers.29.1% said
yes and 14.5 % voted no.56.4% people may choose Netflix over other streaming providers.
Evaluation : At last respondents were supposed to give their feedback on what should be improved in Netflix. 52.3% voted
for price.19.8% voted for content .13.5% respondents chose speed of the device.12.6% people chose no. of device they
can stream.
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Conclusion
From the above research it can be stated that consumers are more inclined over Netflix rather than other online
streaming providers .Netflix has been able to capture consumers attention with providing their desired contents. There is
a rise in demand of Netflix for more online streaming. Research has been conducted where there was nearly an equal
ratio between male and female and83 % respondents where between 19-25 age .Research likely shows that single
consumers are more inclined towards Netflix.48% people currently has Netflix subscription and most of the others wants
to or their account has expired. This shows that there is a rapid consumer inclination over Netflix. Most of the
respondents were Netflix users.
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BIBLIOGRAPHY:
 DOI: https://doi.org/10.1016/j.im.2011.08.002 (retrieved on 20/01/2020)
 http://www.lse.ac.uk/media-and-communications/assets/documents/research/msc-
dissertations/2018/george.pdf (retrieved on 20/01/2020)
 http://www.u.arizona.edu/~ivanm/Maryanchyk-Ivan-JMP1.pdf (retrieved on 20/01/2020)
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Conclusion
Jeep Compass is one the most unique and trending SUV in the market which also has a good market value despite of
having tough competition. From the above survey it can be stated that Jeep Compass is capturing market rapidly due to its
performance and unique stylish design. The main customers for this SUV are from the age group of 20 – 30 which we can
called a young generation. To conclude I would like to say that this was a great learning experience and has gave me a
peek into How Automobile Industry works. Right from the field work to and planning to strategizing the whole journey
was exciting and knowledgeable experience.
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Bibliography
Literature Review:
Savita Gautam 2013; (online)

https://www.researchgate.net/publication/325060704_customer_satisfaction; [Retrieved on 18/01/2020]
Prof. Nistorescu, Mr. Mihail Barbu and Mr. Roxana Ioana Dumitriu 2013; (online)
http://www.iosrjournals.org/iosr-jbm/papers/Vol18-issue10/Version-7/B1810070815.pdf; [Retrieved on 18/01/2020]
M. Akhila 2015; (online)

http://www.researchpublish.com/; [Retrieved on 18/01/2020]
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International School of Management Studies

Pune – Maharashtra - India

RESEARCH METHODOLOGY FOR STRATEGIC MANAGERS

LEARNING OUTCOME 1, 2, 3, 4 AND 5

Mr. Chandan Kr Singh

Student Email: chandansingh.isms@gmail.com Date:24/01/2020

Serial No Particulars Page no

4 Nature of the Study and 6

Topic: Consumer Behaviour towards online streaming of Netflix

1. Defining the research topic:

5. Nature of the study.

7. Tools and Techniques for Analysis:

10. Sample size:

11. Sampling technique:

Savita Gautam 2013; (online)

M. Akhila 2015; (online)

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