1FRP/ T5 / '14

15-03-2015

Submitted By :-

Md. Ejaz Reza 0131PG019

Submitted To :-

Prof. Suman Kumar Deb

Table of Contents

Introduction

Objective of Study

Significance of Study

Scope of Study

Review of Literature

Research Methodology

Bibliography

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Introduction

This Project Report is to measure the Satisfaction level of WhatsApp

Messenger. Customer satisfaction is a measure of how products and

services supplied by a company meet customer expectation.

WhatsApp is a cross platform or platform independent instant messaging

software for smart phones and selected feature phones that uses internet for

communication.

It allows users or customers to exchange messages without having to pay

for SMS.

WhatsApp was founded in 2009 by two of its founders Brian Acton and

Jan Koum, both of them are former employees of Yahoo.

The company is based in Mountain View.

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Continue…

Presently as per the recorded data 70 million users are there in India which

is far more than any other messaging application in India.

These 70 million users are over a tenth of its global users.

Facebook has completed its purchase mobile messaging service WhatsApp

for up to $22 billion.

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Objective of Study

To measure the satisfaction level of WhatsApp users.

The various factors that influences customers to use WhatsApp over other

messengers.

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Other Social Messaging Apps

1. WeChat

WeChat is a Chinese mobile text and voice messaging communication

service developed by Tencent in China, first released in January 2011.

WeChat provides multimedia communication with text messaging, hold-to-

talk voice messaging, broadcast (one-to-many) messaging, photo/video

sharing, location sharing, and contact information exchange.

WhatsApp has improved itself by introducing voice messaging in its latest

modified version, because of the strong competition given by WeChat!

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Other Social Messaging Apps

2. Hike

Hike Messenger is a cross-platform instant messaging service for

smartphones that uses the internet for communication.

Hike is a joint venture between Bharti Enterprises and Softbank.

In addition to text messaging, users can send each other graphical stickers,

emoticons, images, videos, audios, files, voice messages, contacts and

location.

For privacy, Hike uses a 128-bit SSL encryption.

Hike Messenger's new free voice calling feature is meant for Hike-to-Hike

calls, and can be used on 2G, 3G and Wi-Fi networks in over 200 countries.

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Other Social Messaging Apps

3. Facebook Messenger

Facebook Messenger is an instant messaging service and software

application which provides text and voice communication.

Integrated with Facebook's web-based Chat feature, Messenger lets

Facebook users chat with friends both on mobile and on the main website.

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Other Social Messaging Apps

4. Tango

Tango is third-party, cross platform messaging application software for

smartphones developed by TangoME, Inc. in 2009.

The app is popular for offering video calls over 3G, 4G and Wi-Fi

networks,in addition to video calls, is also optimized for voice calls,

texting, photo sharing, and playing games.

Tango has more than 200 million registered users as at March 2014 and,

among Android devices, it is the 12th most downloaded app

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Significance of Study

The study of this project will help us to know the current market scenarios

of WhatsApp messaging application and also the variety of services that

are offered by this application and the level satisfaction among the users.

This study may prove to be helpful to the companies to design their

promotional strategies for WhatsApp uses.

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Scope of Study

My study was limited to within Delhi/NCR.

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Review of Literature

WhatsApp: Breaking the Affordability-Non Adoption Cycle:

In South Africa, for example, although numerous social apps (e.g., Facebook,Twitter, and Mixit) have been introduced, very few have been as widely-received as WhatsApp, which today is used by 15 million subscribers;compared to Facebook with 9 million and Mixit with 7 million subscribers(TruTower.com, 2014).

WhatsApp has tipped the Smartphone into mainstream culture. TheSmartphone has revolutionised life on a global scale, including in developingcountries (Donner & Tellez, 2008; Shambare, Rugimbana & Zhowa, 2012).

According to a compilation of Google search statistics originating from SouthAfrica for 2011, WhatsApp.com was observed to be the most ‘googled’ anddownloaded site in that country (The Star, 2011).

The fact that WhatsApp was introduced into the market in 2009, and hasreached half a billion active users in less than five years, represents aremarkable accomplishment by any measure, and would suggest that this rapiddiffusion and widespread adoption is worth exploring For the purposes of thisresearch.

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Continue….

WhatsApp Messenger:

By April 2014 it was estimated that WhatsApp had approximately 500

million users (Statista, 2014), who send and receive more than 64 billion

messages a day (Trenholm, 2014).

WhatsApp Messenger is a ‘cross-platform messaging app which allows

users to exchange messages without having to pay for SMS’

(WhatsApp.com, 2012).

The application is compatible with iPhone, BlackBerry, Android, Nokia,

and other Windows smart phones. WhatsApp features include one-on-one

chat, group chat, push notifications, sending and receiving both video and

audio files.

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Research Methodology

Research Design – Descriptive in nature

Sampling frame: All individuals in Delhi/NCR who are at least 10th pass

out.

Sample size: 96.

Sampling method: Stratified Sampling

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Data Analysis

Sample Size - 96

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Gender

No of

Respondents % (Percentage)

Male 83 86.45%

Female 16 16.66%

Male84%

Female16%

Gender

Data Analysis

Sample Size - 96

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Age 18 - 24 37 38.54%

25 - 30 26 27.08%

30 and above 33 34.37%

18 - 2439%

25 - 3027%

30 and above34%

Age Groups

Data Analysis

Sample Size - 96

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Education Undergraduate 20 20.83%

Graduate 45 46.87%

Post graduate 31 32.29%

Undergraduate21%

Graduate47%

Post graduate

32%

Education

Data Analysis

1. Do you know WhatsApp?

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Yes 96 100%

No 0 0%

Yes100%

No0%

Data Analysis

2. What do you prefer more for staying in touch with people on your phone?(You can choose more than one)

According to survey, I have found that around 86.45% people prefer Social messagingApps for staying in touch with people from their phone. Whereas SMS & Email are lesspreferred now a day. So WhatsApp has overtaken traditional SMS.

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Social Messaging Apps 83 86.45%

Voice Calls 66 68.75%

SMS 17 17.70%

E-Mails 19 19.79%

0

20

40

60

80

100

SocialMessaging

Apps

Voice Calls SMS E-Mails

Social Messaging Apps

Voice Calls

SMS

E-Mails

Data Analysis

3. Do you want to be in touch with the people by using Apps?

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Yes 96 100%

No 0 0%

Yes100%

No0%

Data Analysis

4. Which social messaging app do you use? (You can choose more than one)

I found in my survey, all persons who use Messaging applications, must use WhatsApp.Whether they use additional messengers, but WhatsApp is their default messagingapplication.

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WhatsApp 96 100%

Hike 33 34.37%

WeChat 17 17.70%

Line 11 11.45%

Facebook Messenger 58 60.41%

BBM 14 14.58%

Skype 3 3.12%

Tango 10 10.41%

0

20

40

60

80

100WhatsApp

Hike

WeChat

Line

Facebook Messenger

BBM

Skype

Tango

Data Analysis

5. Do you use WhatsApp on an active basis?

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All the time 42 43.75%

Most of the time 40 41.66%

Sometimes 9 9.37%

Rarely 5 5.20%

All the time44%

Most of the time42%

Sometimes9%

Rarely5%

Data Analysis

6. How long do you have the experience of using WhatsApp?

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Recently using 5 5.20%

3 to 6 months 2 2.08%

More than 6 monts 12 12.5%

Above 1 year 77 80.20%

Recently using5%

3 to 6 months2% More than 6

monts13%

Above 1 year80%

Data Analysis

7. How much time do you spend on WhatsApp in a day?

I found, students spends more time on WhatsApp. On other hand, Working

professionals and Businessmen spend more time on Voice Calls.

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About 1 hour 18 18.75%

1 - 2 hours 22 22.91%

2 - 4 hours 29 30.20%

Above 4 hours 27 28.12%

About 1 hour19%

1 - 2 hours23%2 - 4 hours

30%

Above 4 hours28%

Data Analysis

8. Do you think using WhatsApp can help improve your relationship with

family members and friends?

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Yes 86 89.58%

No 10 10.41%

Yes90%

No10%

Data Analysis

9. From which medium you came to know about WhatsApp? (You canchoose more than one)

Word of mouth is major source of spreading of WhatsApp popularity, here thefriend’s recommendations, as most of them are using and recommending it;inspire the person to use WhatsApp.

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Word of Mouth 94 97.91%

Internet 56 58.33%

Advertisement 4 4.16%

Newspapers 3 3.12%

Others 2 2.08%

020406080

100 Word of Mouth

Internet

Advertisement

Newspapers

Others

Data Analysis

10. Which WhatsApp features impresses you? (You can choose more than

one)

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Ease of Navigation 58 60.41%

Group Chatting 60 62.5%

Cross-Compatibility 33 34.37%

Sharing 93 96.87%

0102030405060708090

100

Ease of Navigation

Group Chatting

Cross-Compatibility

Sharing

Data Analysis

11. Which features you would like to suggest in WhatsApp to enhance its

appeal? (You can choose more than one)

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Video Calling Services 88 91.66%

Support voice calls 50 52.08%

Support For PCs to PCs / Phone Vice Versa 10 10.41%

Privacy - Who can view & add 61 63.54%

0102030405060708090

100

Video CallingServices

Support voicecalls

Support ForPCs to PCs /Phone Vice

Versa

Privacy - Whocan view & add

Video Calling Services

Support voice calls

Support For PCs to PCs / Phone ViceVersa

Privacy - Who can view & add

Data Analysis

12. As a social messaging application, how would you rate WhatsApp?

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1 (Least Satisfied) 0 0%

2 0 0%

3 3 3.12%

4 22 22.91%

5 (Most Satisfied) 71 73.95%

0

10

20

30

40

50

60

70

80

1 (LeastSatisfied)

2 3 4 5 (MostSatisfied)

1 (Least Satisfied)

2

3

4

5 (Most Satisfied)

Data Analysis

13. Do you think you can manage your time well when using WhatsApp?

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Yes 87 90.62%

No 9 9.37%

Yes91%

No9%

Data Analysis

14. Do you depend on WhatsApp for most of your communication than phonecalls?

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Yes 47 48.95%

No 49 51.04%

Yes49%No

51%

Data Analysis

15. As the success of WhatsApp depends on being wider spread among users, wouldyou recommend WhatsApp to your friends, families, colleagues?

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Yes 95 98.95%

No 1 1.04%

Yes99%

No1%

Findings

Service men between 30-35 use both WhatsApp and Voice calls, but they

are not dependent on WhatsApp or any other messaging services for their

day to day communications.

Most of the businessmen and servicemen between age groups 30-35, they

prefer only voice call. They don't know very much about WhatsApp. They

rarely use WhatsApp with the help of other family members.

Among those people who want to be in touch with other people by using

social messaging apps, all of them use WhatsApp. So this shows that

WhatsApp is most popular amongst chat apps like Hike, Facebook,

WeChat, Tango etc.

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Suggestions

General suggestion about WhatsApp from all the users is same. Most

respondent who use WhatsApp want video calls as one of the features and

privacy is also on priority of most of the user.

Voice calls is also one of the important feature to be added as per some

respondent &also the support from PC.

Peoples now a day are giving more preference to Privacy in internet. So,

Social Messengers should look after the privacy of people and give good &

safe social connectivity options.

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Limitations

Following are some of the limitations I found while doing my research.

I considered Delhi / NCR region only because of limited time.

As the quantitative research was conducted using online surveys, there was

minimal control over the composition of the respondents in total sample.

Another limitation of the study is that, Findings of the study are based on

the assumption that the respondents have given correct information.

Respondent bias was one of the major limitations of research, and there

might not be perfect positive response from all the respondents.

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Conclusion

From the research I came to know about the important conclusion

regarding the customer satisfaction of WhatsApp.

WhatsApp has been in market for quite some time and is being used by

most and offers functionality like text based messaging and files transfers.

WhatsApp is clearly emerging as an alternate for SMS and MMS

messaging. Demographic ratio does not affect the usage of WhatsApp.

Because with given enough time Hike, WeChat, Tango, Line are a capable

product and in the future they hold the potential to overtake WhatsApp,

unless some new innovations is adopted by the world leader in messengers.

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Bibliography

Cristian, B. O., Răzvan D., & Eugen R. N. (2011). Estimating the

importance of social media in consumers’ education and information using

new techniques. Amfiteatru Economic, 13(5)

Kirschner, P. A., & Karpinski, A. C. (2010) Facebook and academic

performance. Computers in Human Behavior, 26, 1237-1245.

Bryant, J.A., Sanders-Jackson, A. and Smallwood, A.M.K. (2006). Iming,

text messaging, and adolescent social networks. Journal of Computer-

Mediated Communication, 11 (2), 577-592.

Reid, D., and Reid, F. Insights into the social and psychological effects of

sms text messaging. February 2004.

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THANK YOU !38

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