Market Research Final Report

8/8/2019 Market Research Final Report

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IFMR

MARKETING PROBLEM:

The research objective therefore is to understand whether T20 has been diluting the standards

of the game of cricket and affecting the popularity of the longer versions of the game.

MARKETING OBJECTIVES:

Our marketing objective is two fold and we intend to cover the following aspects:

To understand the change in preference with respect to shortening format of the

game

To make comparative study of T20, 50-50 and test cricket

RESEARCH OBJECTIVES:

Our research objectives are as follows:

Study the audience preference towards the new format

Study the awareness regarding the game, peoples attitude towards it.

Study the frequency of viewership of T20 across genders.

RESEARCH DESIGN:

Sampling for the survey:

The total sample for the survey was 98 out of which 64 were males and 34 were female

participants. The ratio therefore comes out to be around 1.88. The age groups that we covered

were mostly in the 20 to 30 year bracket, while we did manage to include participants in the

age bracket of 13 to 19 as well to gather the perspective of the younger audience.

The participants belong to various cities of the country, we have tried to get views of people

from a diverse set of cities.


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Method used for the survey:

The mode of data collection involved the development of a questionnaire that was not pre

tested and the platform used for the survey was both online as well as offline. The survey

platform was chosen so given the ready accessibility of internet services on campus,

audiences that were slightly difficult to capture online were tracked offline to bring in a rich

result that could cut across age lines.

Methods used for data analysis:

A.QUALITATIVE ANALYSIS: Here, we used Focus Group Discussion to do qualitative

analysis.

B.QUANTITATIVE ANALYSIS: In quantitative analysis, we used frequency and cross

tabulation to find out quantitative inference of related study.

A. Qualitative Analysis ( Focus Group Discussion)

For the qualitative analysis the methodology adopted was that of a focus group discussion. To

get a gender disaggregated picture of the survey we carried out two focus group discussions

for the same.

While the first was a male driven process the second one was to capture exclusively the

female perspective on the issue. Both processes had a strength of 8 participants.

The mean age of the participants was found out to be 22 years and the oldest participant

onboard was 26 years old.

The mean age however for the second discussion was 21 years with the maximum age being

25 years for one of the participants.

Both discussions were carried out on IFMR campus and were mediated by two of the group

members.


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Observations from the focus group discussions:

The key findings from the process are as follows-

It has been found that T20 has been able to revive the interests of the people in the game if

we take an overall big picture stance on the issue. The interest could mean both favourable as

well as unfavourable. We found out in the process that even the critics of the game have been

watching it with a fair degree of regularity to assuage their notions regarding the game. This

has also been one of the reasons for the rising viewership for the game as it has been able to

integrate viewers across the board irrespective of their relative positions on the game.

The participants also felt that while T 20 has resurged very well and fast in a very short span

of time and the like, there exists niche segments when it comes to the other formats of the

game. By this they meant that there exist loyal audiences for the other formats of the game

and T20 will not be able to affect the preferences adversely over there.

The critics associated T20 with slam bang entertainment rather than a serious form of cricket,

something they could infer over the interest that the game has been able to generate among

the younger generation. T20 has been strongly associated with a power backed, adrenaline

rush by the younger audience that we managed to talk to.

We also learnt that the current format has been able to rope in greater number of non cricket

lovers in to the fray thereby generating an altogether new set of viewers of the game, those

that are not really aware of the intricacies of the game but associate the game with the fun

element. We feel that it has been this set of first generation T20 viewers that have been

pushing the viewership for the new format.

Connoisseurs for the game present within the group however have been sceptical of the game

and view it as having a bubble existence alone, they are quick to point out the fact that the

format has flopped in the country of crickets origin.

The major points that they advanced that could single handedly result in the downturn is the

fact that there is hardly anything for the bowler and its an all out batsman game. Even the

pitches they point out are so flat that they call it the graveyard for any emerging bowler. They

feel that the game could result in a very attrition rate given the high demands that the format

puts on the players. The spillovers they feel could hurt the emerging talent pools for the other


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format of the game. This could hurt the game in the long term. It was felt that the extensive

commercialisation of the sport is not a good sign and that given the huge amount of money

that is being pumped into the game could result in match fixing issues cropping up yet again,

here one of the participants could actually quoted the chief of the anti corruption wing of the

ICC expressing similar views on the issue.

The female gender had a very interesting perspective to share, they felt that the game has

been able to free them off the stereotype that is associated with women. T20 they say has

brought them out of the Ekta Kapoor web and given them greater options at the end of the

day. A trade off was thus being effected by them in favour of the game. They feel more

liberalised after the advent of the game as it is more in line with the current demands of the

mode of the living. T20 with its shorter energy filled burst is more refreshing and engaging

than the longer format of the game.

Some participants within the group belonging to the lower age bracket looked up at T20 in a

different manner in terms of the greater accessibility to foreign talents who otherwise were

confined to the longer formats alone. The presence of these players they felt could serve as an

encouragement to the younger lot.

Some soccer players whom we could interact during the process tried to share a different takeon the issue and associated the popularity of soccer to the shorter duration it is played in and

the engagement level that it is able to rope in. They feel that cricket has to evolve to cater to

the changing life style especially given the fact that majority of the people who watch the

game tend to watch it in short spurts alone.

Some people in the group who have had prior work experience stated that nevertheless the

current format is nothing extraordinary in the sense that bulk of the action is confined to the

initial 10 and the last 10 overs, what this format has done is that it has merely compressed

the schedule, they feel that to retain interest among professionals and executives the format

has to short given the lack of disposable time.

The conclusions that could be arrived were that while T20 has been able to create a niche for

itself, it is becoming obvious that all the three forms of cricket shall co exist given the

attributes that are associated with each.


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T20 is associated with energy, vibrancy and greater adrenaline rush while 50-50 and test

cricket is associated as the test of finesse and technique and test matches are in fact seen as

the ultimate test for any cricketer.

Limitations and caveat s

The study has been limited by the following facts:

Limited outside perspective could be captured by the study

Limited female respondents could not give us the required female in-depth insights

Inability to capture the issue from the point of view of cash rich, time poor

professionals

Inability to capture the views of the common man on the issue.


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B. Quantitative Analysis and findings

1. Awareness of T20, 50-50 and Test cricket

A study reveals that, 43.88% respondents are highly aware of T-20, while this figure in 50-50

and Test cricket are very low. This shows that awareness of T-20 cricket is far more than that

of 50-50, Test cricket. While awareness level of test cricket among respondents is very low.


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2. Frequency of watching T-20

According to findings, respondents watching T-20 cricket regularly are 32.65% while

watching sometimes are 55.10% and watching rarely are 12.24%. This shows that

more people have been attracted toward watching T-20 cricket from being sometimes

viewer to regularly viewer.


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3. Preference for T-20, 50-50 and Test in terms of popularity

It is clear from the study that preference to T-20 in terms of its popularity was given by

72.45% respondents. While 43.88% respondents gave preference to 50-50 on popularity.For test cricket, only 10.20% respondents gave preference on basis of its popularity.


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4. Preference for T-20, 50-50 and Test in terms of entertainment value

The study reveals that 77.55% respondents have given preference to T-20 onentertainment value. While, 38.88% respondents preferred 50-50 format on

entertainment value. Out of total respondents only 6.12% respondents gave preferenceto test cricket.


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5. Preference for T-20, 50-50 and Test cricket on improvisation in shot making

According to study, 44.90% respondents gave their preference to T-20 on

improvisation in shot making. While 38.78% respondents preferred 50-50 cricket on

the basis of shot making. For test cricket, 23.47% respondents gave their preferencefor same criterion.


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6. Preference for T-20, 50-50 and test cricket on finesse and art of the game

It is clear from the study that only 10.20% respondents gave their preference to T-20

on basis of finesse and art of the game. While same value for 50-50 and test cricket is

33.67% and 64.29% respectively.


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7. Opinion about achievement of T-20 Cricket

Responding to the question, was T-20 able to take cricket next level? 43.88%

respondents are of opinion that definitely T-20 has its effect on next level. While,

50% respondents are of opinion that, to some extent T-20 has been able to take cricket

to next level. This means, T-20 has able to uplift the cricket to the next level.


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8. Differentiating aspects of T-20 cricket

About differentiating aspects of T-20 cricket, 65.34% respondents go for opportunity

provided by T-20 to young players, while 18.37% are agreed on improvisation in shot

making by T-20. Surprisingly, better fielding and crafty bowling have been neglected

by respondents. A study reveals that main factor differentiating T-20 from other forms

of cricket, is opportunity provided to young players by T-20.


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9. Opinion about impact of T-20 on 50-50 format

From study, it is calculated that 47.96% are agreed that there is impact of T-20 on 50-

50 cricket. While 52.04% are not agreed saying that there is no impact of T-20 cricketon 50-50.


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10.Opinion about precautionary measures to be taken to save 50-50 format

On this question, 40.82% say that limited number of T-20 matches should be played.

While 40.82% say that there should be introduction of innovative rules in 50-50cricket. 14.29% go for more number of 50-50 matches should be played. While hardly

4.08% think that there should be ban on rebel leagues like IPL or ICL to save 50-50

format.


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11.Opinion about negative impacts of T-20 in cricket

A study reveals that 38.78% says there is depletion in cricketing skills of players dueto T-20. While 43.885 say that there is loss of finesse and art of cricket due to T-20.

Among 98 respondents, 39.80% respondents are of opinion that T-20 is only

entertainment oriented cricket. About 32.65% say that its more the game of

batsmans as its batsman friendly nature. While 17.35% agreed on introduction of

only flat pitches for the game is also one of the negative impacts of T-20 on cricket.


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12.Reasons for popularity of T-20

Out of total 98 respondents, 10.20% say that Indias emergence as a T-20 world cup

winner is the main reason for popularity of T-20 cricket. While 37.76% go for ICL orIPL for the popularity of T-20 game. Only 10.20% agreed on early loss of India in 50-

50 world cup has resulted into popularity of T-20 game.


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13.Factors pulling audience towards T-20

A survey reveals that about 68.38% think that short format of the T-20 game is

responsible for pulling audience to it. While 37.76% agreed on adrenaline rush

involved in T-20 drives audience to come to watch T-20.


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14.Changes in infrastructure and allied facilities due to T-20

The data reveals that, 38.78% respondents are agreed on change in quality of grounddue to introduction of T-20. While 50% go for stadium up keep has increased due to

T-20. About 40.82% agreed on number of stadiums have been increased due to T-20.While speaking about dressing room facilities 45.92% agreed on this, as a one of the

changes brought by T-20 introduction.


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15.Most popular team in IPL

The study reveals that according to 38.78% respondents Rajasthan Royals is the best

team in IPL. While, Kolkata Knight Rider is voted as the best team by 32.65%

respondents. Mumbai Indians, Chennai Super Kings and Delhi Daredevils are rated as

the best team by 16.33%, 10.20% and 2.04% respondents respectively.


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16.Attributes associated to the best team

A. Energy: According to study it is clear that 28 respondents out of 98 gave 1 st

preference for attribute, energy.While out of that 28 responses, 13 rated 1st preference for Rajasthan

Royals as the best team in terms of energy.

attributed associated with the leading team_energy * most popular team in T20 Crosstabulation

Count

most popular team in T20

Total

rajasthan

royals

mumbai

Indians

chennai

superking

delhi

daredevils

kolkata

knight riders

attributed associated with the

leading team_energy

1 13 3 5 0 7 28

2 13 9 5 0 15 42

3 3 2 0 0 3 8

4 9 2 0 2 7 20

Total 38 16 10 2 32 98

B. Passion: According to study it is clear that 47 respondents out of 98 gave 1 stpreference for attribute, passion.

While out of that 47 responses, 15 rated 1st

preference for Rajasthan

Royals as the best team in terms of energy. While, 17 rated Kolkata Knight Riders

as the best team in terms of passion.

attributed associated with the leading team_passion * most popular team in T20 Crosstabulation

Count


Total

rajasthan

royals

mumbai

Indians

chennai

superking

delhi

daredevils

kolkata

knight riders


leading team_passion

1 15 10 4 1 17 47

2 11 3 3 1 8 26

3 7 1 3 0 5 16

4 5 2 0 0 2 9


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attributed associated with the leading team_passion * most popular team in T20 Crosstabulation

Count


Totalrajasthan

royalsmumbaiIndians

chennaisuperking

delhidaredevils

kolkataknight riders


leading team_passion

1 15 10 4 1 17 47

2 11 3 3 1 8 26

3 7 1 3 0 5 16

4 5 2 0 0 2 9

Total 38 16 10 2 32 98

C. Inclusion of international players: According to study it is clear that 13

respondents out of 98 gave 1

st

preference for attribute, inclusion of internationalplayers.


preference for bothRajasthan Royals as well as for Kolkata knight riders.

attributed associated with the leading team_international players * most popular team in T20

Crosstabulation

Count


Total

rajasthan

royals

mumbai

indians

chennai

superking

delhi

daredevils

kolkataknight

riders


leading team_international

players

1 5 1 1 1 5 13

2 11 3 0 1 7 22

3 11 3 3 0 11 28

4 11 9 6 0 9 35

Total 38 16 10 2 32 98

D. Strategy: According to study it is clear that only 10 respondents out of 98 gave 1stpreference for attribute, strategy.


preference for Rajasthan

Royals for above mentioned attribute. While 3 respondents rated Kolkata Knight

Riders as the best in terms of strategy making.

attributed associated with the leading team_strategy * most popular team in T20 Crosstabulation

Count


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Total

rajasthan

royals

mumbai

indians

chennai

superking

delhi

daredevils

kolkata

knight riders

attributed associated with theleading team_strategy

1 5 2 0 0 3 10

2 3 1 2 0 2 8

3 17 10 4 2 13 46

4 13 3 4 0 14 34

Total 38 16 10 2 32 98

If we see attributes ranking, out of 98 responses, 47 gave 1st

preference to passion, 28 for

energy, 13 for international players and only 10 gave 1st

preference to strategy.

17.Social inclusion: The impact and responses with gender perspective important

observe in order to understand the gender based dynamics of game.

A. Differentiating aspects of T-20 against gender:

About 23 females (35%) rated opportunity for young players against 41 males

(64.06%).

If we see out of total 34 responses given by female, 23 responses (67.64%) rated

opportunity for young players is the top attribute among all four.

differentiating aspects of t 20 * gender Crosstabulation

Count

gender

Totalfemale male

differentiating aspects of t 20 opportunity to young players 23 41 64

improvisation in shots 5 13 18

better fielding 4 6 10

crafty bowling 2 4 6

Total 34 64 98

B. Opinion about negative impact of T-20 against gender:

Out of 98 respondents, 60 agreed that there is negative impact of T-20, out of

which 22 respondents (36.66%) are females.


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Out of total 34 female respondents, 22 (64.70%) are of opinion that T-20 definitely has its

negative impact on cricket.

opinion about negative impact of T20 format * gender Crosstabulation

Count

Gender

Totalfemale male

opinion about negative

impact of T20 format

Yes 22 38 60

No 6 18 24

cant say 6 8 14

Total 34 64 98

C. Most popular team by females:

Out of total responses 38 rated for Rajasthan Royals as the popular team. From

that 13 are females which is about 34.20%.

Out of total female responses 13 respondents think that Rajasthan

Royals is the best team while 13 respondents think that Delhi Daredevils as the

best team.

most popular team in T20 * gender Crosstabulation

Count

gender

Totalfemale male

most popular team in T20 rajasthan royals 13 25 38

mumbai indians 3 13 16

chennai superking 4 6 10

delhi daredevils 1 1 2

kolkata knight riders 13 19 32

Total 34 64 98

D. Short format of T-20 is pulling factor:

About 67 responses 24 are females (35.8%) and 43 males (63.20%) agreed that

short format of T-20 is main pulling factor.


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Out of total 34 female responses, 24 females (70.50%) agreed on short format as a pulling

factor for T-20.

factor pulling towards T20_short format * gender Crosstabulation

Count

gender

Totalfemale male

factor pulling towards

T20_short format

Yes 24 43 67

No 10 21 31

Total 34 64 98

Overall findings from questionnaire

1. In terms of awareness level, T-20 is far ahead of 50-50 and test cricket. While 50-50

cricket is somewhat overshadowed by awareness of T-20. Awareness in terms of test

cricket was observed to be very low.2. Day by day, viewers of T-20 have been increasing. Those who sometimes watch T-20

have been gradually converted into regularly watchers of the game due to different

reasons.

3. T-20 is preferred to greater extent than 50-50 and Test cricket in terms of popularity,

entertainment value and improvisation in shot making. The preference decreases in

following direction:

T-20 > 50-50 cricket > Test cricket

4. It is worth noting that Test cricket is preferred over 50-50 and T-20 on finesse and art

of the game. The preference follows this order:

Test cricket > 50-50 cricket > T-20

5. From observation no.3 and 4, it can be inferred that T-20 is more related speed,

entertainment and attractiveness of the game. While Test cricket is more related to

classic touch and basics of cricketing techniques.

6. Most of the people were agreed on fact that T-20 has taken cricket to next level.


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7. The main differentiating factor of T-20 was found as opportunity provided by T-20 to

young players to perform at a big stage. Improvisation in shot making, better fielding

and crafty bowling were also found as a differentiating factors but upto limited extent.

8. Nearly half of the respondents were of opinion that there is impact of T-20 on 50-50cricket. But it is also important to notice that half were also not agree with it by saying

there is no impact of T-20 on 50-50 cricket.

9. Limited numbers of T-20 matches and innovations in 50-50 format were found to be

main precautionary measures to save 50-50 cricket from impact of T-20.

10.From this study, it can be revealed that certainly there are some negative impacts of

T-20 on the cricket. Depletion in technical skills, loss of finesse and art, only

entertainment orientation are major negative impacts of them.

11.Indias emergence as a winner in T-20 world cup along with introduction of

commercial leagues IPL and ICL were found to be promoting factors for the

popularity of the T-20 cricket.

12.Short format of the T-20 matches was found to be the most pulling factor for T-20

format.

13.There were no such considerable changes in terms of infrastructural and dressing

room facilities with introduction of T-20 as it were expected.

14.Rajasthan Royals was emerged as the most popular team of IPL. But point to be

notice here is that Kolkata knight Riders were no far behind than Rajasthan Royals in

terms of popularity.

15.About attributes associated with the most popular team, passion was ranked 1 st,

followed by energy, international players and strategy in declining order.

16.In terms of energy Rajasthan royals was found to be ahead of Kolkata knight riders.

While in terms of passion Kolkata Knight Riders was found to be ahead of Rajasthan

Royals. Both teams were equally comparable in terms of international players and

strategy making.

17.According to most of the females opportunity provided by T-20 to young players is

the differentiating factor of T-20.

18.Most of the female respondents were agreed on negative impact of T-20.

19.Surprisingly, both Rajasthan royals and Kolkata Knight Riders were found equally

popular among female respondents.


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Documents

Market Research Final Report