MBA 2017

Consumer Analytics
Submitted by 17010059

Assignment_Session2
CA
CA_S2-59.docx

To: Mr. Omer Moeen Malik, Telenor Pakistan

From: Ali Tariq Ikram Butt
Date: 27th October 2016
Re: Recommendations based on data analysis

Respected Omer,
Currently, Mobile accounts (MA) consists of about 13% of current revenue. Our target for the year
2016 is to reach 4.2 million mobile account which should account for more than 41% of our
revenues. To achieve this goal we need to understand the market. Recently, we conducted a survey
from which we tried to gauge behavior characteristics of customers who are currently using this
service. We divided the market in two different segments. First being based on motivational
variables and the other on non-motivational behavior. Unfortunately, this data is only for the
Lahore city. Any findings or recommendations are with regard to Lahore city. SPSS was used for
analysis and the following are the future recommendations based on these findings:
i.

To make customers to convert from OTC to MA, Telenor should provide some
extrinsic benefits such as discounts, monetary benefits etc.

ii.

Existing reason for using the service is family support, MA service should be built and
positioned on this consumer behavior.

iii. To increase the average transaction amount, company should focus on customer who
are Tech Savvy and risk taker innovators.
iv. Tech Savvy and risk taker innovators customers have an education level of
intermediate.
v.

Greater size of transaction customers want extrinsic benefit to start using the service.

The detailed study and analysis have been attached to this email (below) for your reference. These
findings will allow Telenor to build on MA by observing the preexisting user behavior of the OTC
transaction. Finally, after looking at the data and performing various analysis on it, we can say this
approach is confined for the city of Lahore. We can rely of the feedback which the customers have
given us through this channel and use it in making improvements in the future.
Regards,
Ali Tariq Ikram Butt
Roll#:17010059
Page 1 of 7

Assignment_Session2
CA
CA_S2-59.docx

Exhibits SPSS Output:

Age bracket + Motivation variables:
Customers from age bracket of 15-25 years old are Highly motivated for MA and age bracket of
25-35 years are Extrinsically Motivated.

Age bracket + Non motivational variables:

Customers from age bracket of 15-25 years old are Tech Savvy and risk taker innovator, age
bracket of 25-35 are Risk takers and age bracket of 35-45 years old are Tech Savvy and risk
taker innovator.

Page 2 of 7

Assignment_Session2
CA
CA_S2-59.docx

Household compensation + Motivational variables:

Customer with income level less than Rs.10k are Highly motivated for MA and income levels
with greater than Rs.50k are Extrinsically motivated.

Family Composition + Non Motivational variables:

Customers who are married with no children are Risk Takers.

Page 3 of 7

Assignment_Session2
CA
CA_S2-59.docx

Education Level + Non Motivational variables:

No schooling customers are Risk Takers and Intermediate level of education are Tech Savvy
and risk taker innovator.

Education Level + Motivational variables:

Except for student and unemployed customer segments all are Extrinsically motivated.

Page 4 of 7

Assignment_Session2
CA
CA_S2-59.docx

Internet Usage Level + Non Motivational variables:

Customers who use the internet between 0 to 2 hours are Tech Savvy and risk taker innovator.

Phone brand + Non Motivational variables:

Customers with IPhone are Tech Savvy.

Page 5 of 7

Assignment_Session2
CA
CA_S2-59.docx

Phone brand + Motivational variables:

IPhone customer are Extrinsically motivated where Huawei and other cellphone customers are
Less motivated.

Average transaction amount + Non Motivational variables:

Customers who have average transaction amount of Rs.10k are Tech Savvy and risk taker
innovator.

Page 6 of 7

Assignment_Session2
CA
CA_S2-59.docx

Average transaction amount + Motivational variables:

Most customers reasons for using the service is family support.

Page 7 of 7