Professional Documents
Culture Documents
Consumer Perception Towards Whatsapp
Consumer Perception Towards Whatsapp
PROJECT REPORT
Submitted to Punjab University, Chandigarh
in partial fulfillment
for the degree of
Bachelor of Business Administration
(2017-2020)
Declaration
Certificate of Supervisor
Acknowledgement
Annexure
Bibliography
DECLARATION
(Signature)
Archit Gupta
CERTIFICATE OF APPROVAL
This is to certify that the project work entitled “Consumer Perception Towards
Whatsapp” is a bonafide work carried out by Mr. Archit Gupta in partial
fulfillment for the degree of Bachelor of Business Administration at Sri Aurobindo
College of Commerce and Management, Ludhiana affiliated to Panjab University,
Chandigarh. The project report is approved here with.
_______________
Mrs. Amarjit Kaur
Assistant Professor
SACCM, Ludhiana
4
ACKNOWLEDGEMENT
At the outset I bow my head before the ‘Almighty’ for the immense blessings showered on me to
carryout this thesis work successfully. Also I must express my deepest gratitude to all people
along the way. No words can adequately express my sense of gratitude; still I express my heartfelt
thanks through words.
I am extremely glad to express my deep sense of gratitude to my research supervisor Mrs.
Amarjit Kaur, Assistant Professor, Sri Aurobindo College Of Commerce And Management for
her in valuable guidance for the right blend of flexibility and support , for meticulous reading of
the text , honest criticism and helpful feedback and for always believing in me and encouraging
me to set higher goals.
My sincere thanks are due to Dr. Ajay Sharma, Principal , Sri Aurobindo College Of
Commerce And Management for providing all necessary assistance during the course of my
research.
I express my deep sense of gratitude to my loving and supportive family. I remember them with
highest sense of gratitude for motivating me to strive for excellence in all ventures. And a special
word of thanks too for his assistance in over coming technical snags during the course of data
entry.
5
CHAPTER-1
INTRODUCTION
6
INTRODUCTION
Mobile applications (apps) have been gaining rising popularity due to the advances in mobile
technologies and the large increase in the number of mobile users. Consequently, several app
distribution platforms, which provide a new way for developing, downloading, and updating
software applications in modern mobile devices, have recently emerged.
Some apps are free, while others must be bought by usually, they are downloaded from the
platform to a target device, such as an iPhone, BlackBerry, Android phone or Windows
Phone, but sometimes they can be downloaded to laptops or desktops. For apps with a price,
generally a percentage, 20-30%, goes to the distribution provider (such as iTunes), and the
rest goes to the producer of the app.
Instant messaging has become the killer app on mobile as smart phone adoption has grown
across the globe and the Indian scene is no exception. Three out of every four smart phone
user in India is now high on mobile chatting making the market a lucrative one for chat app
companies.
WhatsApp reigns supreme among mobile chat app with about 76% of smart phone users in
India using it to text each other, revealed a recent study on smartphone usage in India by
Informate Mobile Intelligence.
1.2 DIFFERENT SOCIAL MESSENGER APPs:
1. WhatsApp:
2. Facebook:
3. WeChat:
4. Twitter:
BBM was officially released on Ios and Android on 21 October 2013. 5 million
downloads were recording in the first 8 hours of its release. In total, the app had over 10
million downloads on the first day. At 24 February BlackBerry officially confirmed
BBM for Windows Phone.
6. Skype:
Skype was first released in August 2003; it was written by Estonian developers Ahti
Heinla, Priit Kasesalu, and Jaan Tallinn, Danish Janus Friis, and Swedish Niklas
Zennström, who had also originally developed Kazaa. Skype had 663 million registered
users as of the end of 2010. It was bought by Microsoft in 2011 for $8.5 billion.
7. LINE:
Line was originally developed as a mobile application for Android and Ios
smartphones. The service has since expanded to BlackBerry (August 2012), Nokia
Asha (Asia and Oceania, March 2013), and Windows Phone (July 2013). The
application also exists in versions for laptop and desktop computers using the Microsoft
Windows and Mac OS platforms.
8. Other:
Tango has more than 0 million registered users as at March 2013 and, among Android
devices, it is the 12th most downloaded app. It is rated by PCMag as “the simplest
mobile chat application out there, with a good range of support.”
Tango is primarily geared towards Android devices. The app is also compatible with
Ios, Windows Phone 7, and PCs. Tango has partnered with Aviary to provide photo-
editing capabilities.
Premium content, brand development, gaming, and in-app payments offer revenue
generation possibilities
Most apps are focusing on growing its user base and improving the core product with new
features, hoping the money will follow. The market valuation of Twitter, the acquisition of
WhatsApp &Instagram by Facebook, and the offers for SnapChat from Facebook and
Google, suggest that this may be the right strategy, with user growth more highly valued
than revenues or profitability.
Like search and social applications before it, mobile messaging applications have not been
instantly lucrative. Advertising became the dominant business model in both of these
areas, but it is unlikely that advertising will be able to generate the mobile revenues that it
was able to do on the PC. The small form factor means display advertising can be more
irritating than relevant. Almost all mobile messaging applications are avoiding advertising,
and are exploring different ways of generating revenues. Four different business models
are being explored by market participants.
Charging for premium content such as wallpapers, stickers, and themes has emerged as the
de facto way to generate revenues. Not only does premium content improve the customer
experience, it is not intrusive and can be a way for brands to interact with customers.
Almost all apps are offering premium content in one way or another.,
Allowing brands to use the platform has emerged as a potential new revenue stream. With
official accounts, brands and merchants can connect and interact with fans and customers
in a personal and real-time fashion. The possibility of the integration of location-based
services such as iBeacons from Apple or Bluetooth Low Energy will enable business to
reach their customers at increasingly relevant times driving online and offline purchases.
Gaming and platform SDKs is another revenue stream that has proven to be lucrative for
both LINE and KakaoTalk. In-game purchases and the social nature of the platforms offer
a very sticky experience and is possibly the only revenue stream that builds an ecosystem
of users, developers, and business around the platform. The success of gaming on mobile
messaging suggests a real opportunity for these companies to develop into fully fledged
content distribution platforms, and further monetizing users. It is not a leap to imagine
mobile messaging companies offering music or television clips, and charging content
makers for referrals, or even offering full albums, books, or films.
The companies that expand beyond messaging and develop a content distribution
platform will win in this market
The mobile messaging application market is possibly the hottest in technology right now.
As internet giants Google, Facebook, and Yahoo attempt to monetize users on mobile,
messaging applications are exploring a variety of different ways to generate revenues. It is
clear that the advertising model that worked so well in the PC era will not be as successful
on mobile. Instead, new innovative business models are emerging.
Three different ways to monetize users have emerged in the mobile messaging market;
distribution of premium content, the platform as a brand building tool, and gaming and in-
app purchasing. These monetization techniques take applications beyond the discrete
world of mobile messaging into the infinite possibilities associated with mobile
distribution platforms. Many apps use a variety of these monetization techniques, and each
technique has different regional dynamics. Stickers, for example, are far more popular in
Asia than they are in North America and Europe.
This ecosystem will serve to build a sense of loyalty and stickiness, creating a barrier for
the user to leave for another application. The market opportunity is huge, according to
Ericsson, as there were 1.9 billion smartphones at the end of 2013 and by the end of 2019
there will be 5.6 billion. For those companies that can attract and retain users, the revenue
potential is virtually limitless.
A survey of 3,759 Android and Ios smartphone owners in the US, Brazil, South
Africa, India and China, carried out by mobile market research company On Device
Research, reveals that Facebook Messenger no longer leads in social messaging.
WhatsApp has overtaken Facebook as the leading social messaging service on
mobile, according to a research by On Device.
A survey found that 44 per cent use WhatsApp at least once a week, whereas just
35 per cent use Facebook messenger.
The report also confirmed that social messaging apps – including WeChat,
Twitter, BBM and Skype – are the dominant way in which people communicate
on their phone.
It found that 86 per cent use social messaging daily, while 73 per cent use their
phones for voice calls, 75 per cent use SMS messages, and 60 per cent use email.
Social messaging app use in at least once a week; in US, Brazil, China, South
Africa, Indian smartphone
- Owners popularity of WeChat is mostly driven by China
INTRODUCTION TO WHATSAPP
INTRODUCTION TO WHATSAPP
2.1 WhatsApp:
WhatsApp Inc. was founded in 2009 by Americans Brian Acton and Jan Koum (also the
CEO), both former employees of Yahoo!, and is based in Mountain View, California. The
company employs 55 people.
WhatsApp, a dream come true of talking to a friend sitting oceans apart through radio-waves,
means absolutely free. What used to cost a somewhere between Rs. 5-15 per message was
brought down to being free by online messaging like Way2SMS.
This was still found to be cumbersome by people mainly due the involvement of internet
which required logging or signing in a personal computer or laptop. This is where WhatsApp
walked in to make life easy for Smartphone users. It leveraged on the increasing popularity of
the term, ‘Stay Connected’.
Where people wanted staying in touch with their friends and loved ones for as low a price as
possible, WhatsApp removed the price aspect from it. It seems this application builders
leveraged on the growing population of ‘Short message service (SMS)’ users.
On February 19, 2014, Facebook Inc. announced it is acquiring WhatsApp Inc. for US$19
billion. Facebook will pay $4 billion in cash, $12 billion in Facebook shares and $3 billion in
restricted stock units to be granted to WhatsApp founders and employees that will vest over
four years
2.2 BACKGROUND
History
An invention by ‘two guys with an experience of 20 years at Yahoo! Inc.’ as per the official
website, WhatsApp stirred hard the broth BlackBerry (BB) had tried to, but could only cater
to BlackBerry users, in the form of BB Messenger. No wonder, the success of WhatsApp is
much greater (in terms of number of users) compared to BlackBerry Messenger. It is
supported by many platforms – Windows, BlackBerry, Android etc. It has even managed to
enter the territory of Apple, which is otherwise difficult to cross for a non-Apple-made
application.
‘What’s up’, the on-going homonym pun, somehow makes it easier for the youth to connect
with WhatsApp (Intelligent naming).
But then WhatsApp does cost you something. It demands an internet connection, on the
smartphone handset, to be in use. Just out of curiosity, I wonder then why should one not be
as crazy about using G-talk or Yahoo messenger or AOL as well. Some of us must have
heard of the ‘kik’ application which followed in the footsteps of WhatsApp and was a
declared success. Why, all of these are free too, with the internet connection? That makes
them as well equipped as WhatsApp.
What, then, distinguishes WhatsApp from the other free of cost applications?
TECHNICAL
WhatsApp uses a customized version of the open standard Extensible Messaging and
Presence Protocol (XMPP). Upon installation, it creates a user account using one's phone
number as the username (Jabber ID: [phone number] @s.whatsapp.net). WhatsApp software
automatically compares all the phone numbers from the device's address book with its central
database of WhatsApp users to automatically add contacts to the user's WhatsApp contact
list. Previously the Android and S40 versions used an MD5-hashed, reversed-version of the
phone's IMEI as password, while the iOS version used the phone's Wi-Fi MAC address
instead of IMEI. A 2012 update now generates a random password on the server side.
Multimedia messages are sent by uploading the image, audio or video to be sent to an HTTP
server and then sending a link to the content along with its Base64 encoded thumbnail (if
applicable).
PRIVACY
A major privacy and security problem has been the subject of a joint Canadian-Dutch
government investigation. The primary concern was that WhatsApp required users to upload
their mobile phone's entire address book to WhatsApp servers so that WhatsApp could
discover who, among the users' contacts, is available via WhatsApp. While this is a fast and
convenient way to quickly find and connect the user with contacts who are also using
WhatsApp, it means that their address book was then mirrored on the WhatsApp servers,
including contact information for contacts who are not using WhatsApp. This information
was stored in hashed, though not salted form and without "additional" identifying information
such as a name, although the stored identifying information is sufficient to identify every
contact.
On March 31, 2013, the telecommunications authority in Saudi Arabia, the Communications
and Information Technology Commission (CITC), issued a statement regarding possible
measures against WhatsApp, among other applications, unless the service providers took
serious steps to comply with monitoring and privacy regulations.
One of the drawbacks of WhatsApp is that the user does not need to send a friend request to
send messages to another user. However, users can block numbers on WhatsApp.
No Hidden Cost: Once download the application, can use it to chat as much as one
want. Send a million messages a day for free! WhatsApp uses Internet connection:
3G/EDGE or Wi-Fi when available. First year FREE! ($0.99 USD/year after).
Multimedia: Send Video, Images, and Voice notes to friends and contacts. The
plethora of cool and funky emoticons offered by WhatsApp.
No need to add buddies: Adding a friend on WhatsApp is simple. Your contacts who
already have WhatsApp Messengeron his/her smartphonewill be automatically
displayed and connected to you via WhatsApp.
No need to Login/Logout : WhatsApp doesn’t require any ‘Sign-in’ or ‘Log out’. No
more confusion about getting logged off from another computer or device. With push
notifications WhatsApp is ALWAYS ON and ALWAYS CONNECTED.
Group Chat: Enjoy group conversations with one’s contacts.
No International Charges: just like there is no added cost to send an international
email, there is any cost to send WhatsApp messages internationally. Chat with friends
all over the world as long as they have WhatsApp Messenger installed and avoid
those pesky international SMS costs.
Say no to PINs and Usernames: Why even bother having to remember yet another
PIN or username? WhatsApp works with phone number, just like SMS would, and
integrates flawlessly with existing phone address book.
Offline Messages: Even if someone miss push notifications or turn off phone,
WhatsApp will save messages offline until retrieve them during the next application
use.
And Much More: Share location, Exchange contacts, Custom wallpaper, Custom
notification sounds, Landscape mode, Precise message time stamps, Email chat
history, Broadcast messages and MMS to many contacts at once and much much
more!
There can be a lot more than these. For some, it’s the ease of clicking the WhatsApp icon,
going to the chat with a friend and seeing when was the last time he/she was seen online on
the app. For others, it’s the cool way in which one can update his/her status without really
bothering everyone on his/her friend list to become aware of the same by a pop-up in their
respective profile ( A friend’s status can be known only by going to ‘View profile’).
The telecom industry did not take long to realize that ‘Conference call’ was a much needed
value added service. Hence, accepting the customer demands, WhatsApp too added a
fascinating feature of ‘Group Chat’ in Feb 2011. Not only is it easy to create a group on
WhatsApp, it is equally easy to quit the group too.
WhatsApp has constantly been adding more and more handsets to its kitty over the time and
informing users of the same through its website and blog.
But fame is a double-edged sword. And so it happens that there has been a rumour taking
some rounds; recently there was a hoax about WhatsApp charging a fee for its usage to the
users whose screen logo did not turn red.
Mobile messenger ‘WhatsApp' emerges as the most engaging mobile app; nearly half (47%)
of the respondents engage with smartphone messenger service WhatsApp and spend 24
minutes a day chatting making it the top smartphone app for urban Indian consumers. While
social networking website Facebook (2nd), reaches out to over half the respondents (51%),
engagement time on the smartphone app is 10 minutes a day.
This is the findings of Consumer Rankings for India launched recently, by Nielsen, a global
provider of information and insights into what consumers watch and buy.
Source:http://www.dqweek.com/dq-week/news/174992/whatsapp-flipkart-vodafone-tops-nielsen-india-
consumer-ranking
According to recent reports, WhatsApp’s active user base has more than doubled to 430
million active users from nearly 200 million users in August 2013 and now handles around
50 billion messages (sent and received) daily. So in the industry it is believe that with such an
accelerating growth volume, the cross-platform messaging platform may soon overtake the
SMS!
On its growing popularity, users have cited different reasons such as its ease of use, great
speed offered by the application and multiple device compatibility. Still others feel that the
technology offers a cost effective way of sharing things with people in any part of the world.
1 WhatsApp has been the top driver for smartphone penetration in India.
2 The big appeal of this instant-messaging app that works across all smartphones was that
it was nearly free - barring the low cost of a basic mobile data plan - unlike SMS text.
WhatsApp did to SMS what Skype did to international phone calls.
3 WhatsApp now packs in more features, while remaining clean, fast, simple. It's the
preferred way to share multimedia now -- pictures, audio and video. MMS -- a version
of SMS once used for multimedia -- is dead.
4 Its most popular feature today is its handling of groups. That one thing takes it into the
realm of social media.
5 Tata Docomo too has joined hands with WhatsApp developers and launched exclusive
WhatsApp data packsto offer unlimited WhatsApp usage to its subscribers for less
than 20. “We have seen a decrease of about 20 per cent in SMS traffic in the recent past
after our subscribers started to use mobile application like WhatsApp,” the spoke-
sperson for a telecom company said.
WhatsApp has been a major contributor of 25% decline of SMS in Spain. Chinese We
Chat has over 300 million users. Over 90% of Korean smart phone users use
Kakaotalk. These are just a few examples of the rising trend of the mobile instant messaging
(MIM).
Instant messaging as such is not a new thing (remember ICQ?), but there are certain reasons
why it has had its resurrection now:
Strengths:
Loyal customers
Market share leadership
No need to log
Group Chat
Allow send videos, pictures, voice notes
You can put profile picture
No need to add friends
No need PIN or user number
Available for all platforms
Weaknesses:
Not diversified
Weak distribution network
To access the account can only be paid by credit card only
Only works with a data plan or Wi-Fi
Opportunities:
Online
Advanced technology
Recognized application
Modernization of people
Increased demand for smart phones
Threats:
Competition
Product substitution
Similar applications and free
3.3 WhatsApp - MICHAEL PORTER’S FIVE FORCES ANALYSIS
Fast industry growth rate – When industries are growing revenue quickly, they are less
likely to compete, because the total industry size is also growing. The only way to grow in
slow growth industries is to steal market-share from competitors. Fast industry growth
positively affects.
Relatively few competitors- Few competitors mean fewer firms are competing for the same
customers and resources, which is a positive for Whatsapp. "Relatively few competitors
(Whatsapp)" has a significant impact, so an analyst should put more weight into it.
"Relatively few competitors (Whatsapp)" will have a long-term positive impact on the entity,
which adds to its value.
2. Barriers of ENTRY
Strong distribution network required – Weak distribution networks mean goods are more
expensive to move around and some goods don’t get to the end customer. The expense of
building a strong distribution network positively affects Whatsapp.
Strong brand names are important - If strong brands are critical to compete, then new
competitors will have to improve their brand value in order to effectively compete. Strong
brands positively affect Whatsapp.
Patents limit new competition-- Patents that cover vital technologies make it difficult for
new competitors, because the best methods are patented. Patents positively affect Whatsapp.
"Patents limit new competition (Whatsapp)" has a significant impact, so an analyst should put
more weight into it.
Advanced technologies are required - Advanced technologies making it difficult for new
competitors to enter the market because they have to develop those technologies before
effectively competing. The requirement for advanced technologies positively affects
Whatsapp.
Large number of customers - When there are large numbers of customers, no one customer
tends to have bargaining leverage. Limited bargaining leverage helps Whatsapp.
Product is important to customer - When customers cherish particular products they end up
paying more for that one product. This positively affects Whatsapp. This statement will have
a short-term negative impact on this entity, which subtracts from its value.
High competition among suppliers – High levels of competition among suppliers acts to
reduce prices to producers. This is a positive for Whatsapp. "High competition among
suppliers (Whatsapp)" has a significant impact, so an analyst should put more weight into it.
This statement will have a short-term positive impact on this entity, which adds to its value.
"High competition among suppliers (Whatsapp)" is an easily defendable qualitative factor, so
competing institutions will have a difficult time overcoming it. "High competition among
suppliers (Whatsapp)" will have a long-term negative impact on this entity, which subtracts
from the entity's value.
5. Threat of SUBSTITUTES
Substitute has lower performance - A lower performance product means a customer is less
likely to switch from Whatsapp to another product or service.
Substitute is lower quality – A lower quality product means a customer is less likely to
switch from Whatsapp to another product or service.
Political
The popular free unlimited service Whatsapp might be blocked in Saudi Arabia 'within
weeks', local newspaper Aleqtisadiah reported.
Economic
Social
Age – Nowadays, whatsapp is used by in between 20 to 40 years of age. Earlier people used
text messages, that is, SMS, but nowadays they have started using it for communications with
their friends and family. People can also send voice messages, images, as well as video
through whatsapp. As we know, whatsapp is available in free of cost for 1 year. And for
accessing data, one needs data plant to send and receive messages.
Technological
Compatibility - The compatibility for WhatsApp starts from Nokia S40 phones, the least one
apps-compatibility wise. After this its compatibility increases to Nokia S40 Symbian, S60,
and Android/iOS/BB OS/Windows, etc.
Interface – Whatsapp interface is quite easy and simple to handle. Whatsapp launches
updates frequently to make its interface more appealing and user friendly but mainly its
interface depends on type of platform who are using.
Bandwidth – With just texting option, whatsapp does not take much bandwidth. Only
downloading may force it to use high network charges, but if you are texting only, then
whatsapp takes very less bandwidth.
Security – One need to have working registered phone numbers to use whatsapp. The apps
scans contact list and searches for people who already use it. One can chat with them, but
blocking options is also there for security. If onedoesn’t want to chat or contact that annoying
person in one’s contact list, one can block them. Blocking someone means that one don’t
receive messages from the person one blocked.
Legal
Whatsapp Service – The terms of service applies to the all users of whatsapp. Information
provided by users to whatsapp, may provide links to third party websites.
Access – Whatsapp permits user service only for personal use and doesn’t not grand
permission to resend or change use of access for service. The user will not be able to
duplicates or copy any part of service.
Grand Strategy
Grand strategies, often called master or business strategies provide basic direction for
strategic actions. It Indicate the time period over which long-range objectives are to be
achieved.
Many firms involved with multiple industries, businesses, product lines, or customer
groups usually combine several grand strategies.
Any one of these strategies could serve as the basis for achieving the major long-term
objectives of a single firm.
Stability – Stability means to remain the same size or to grow slowly and in a
controlled fashion. In case of Whatsapp stability,Whatsapp is available on every
operating system of smartphones.
Global Brand Strategy–
o Whatsapp should make available in country specific languages.
Product Line Development–
1. Allow requesting other system, that is, user should be able to contact other
people who are not in his phone directory.
2. It should be able to make calls.
3. Screen sharing.
Future
What lies ahead is known by none. The application is free today but may not be tomorrow or
so the talks go around.
As far as the facilities provided are concerned, WhatsApp today does not provide the option
of ‘Calling’ (although its logo has a phone receiver inscribed in the centre!). It may have this
in future. With the technology growing in leaps and bounds, we may also expect a Skype-like
free video call via WhatsApp. What has been a user-friendly, connectivity application till
date may take a turn towards shared-information holding platform like Drop box, meaning
people may not only be able to chat on WhatsApp but also share and store common data.
With the advent of ‘Cloud Computing’, the world has virtually shrunk down to the size of a
room. It may not come as a surprise hence, to see such a large network-sharing support on
WhatsApp someday.
Whether the mole will actually become a mountain someday is a mystery. Till then, we enjoy
the present and await the surprises of future.
CHAPTER-2
REVIEW OF LITERATURE
REVIEW OF LITERATURE
Rajesh Kumar Jha and Dev Kumar Shah (2017), in their study entitled “Facebook use and its
effects on the life of health science students in a private medical college of Nepal”, to evaluate
the effect of facebook use on social interactions, behaviour, academics, and the health of
students in a medical college of Nepal. The required data for the study have been collected in
primary through issuing of questionnaire. The sample of 452 respondents have been collected
by adopting random sampling technique. Tools like Frequency and Percentage are used to
analyze the data. He find that the widespread use of facebook among the health science
students, was found to have both positive and negative effects on their academics, social life,
and health.
Ghulam Shabir and Yousef Mahmood Yousef Hameed (2016), carried out their study on “The
Impact of Social Media on Youth: A Case Study of Bahawalpur City”, to analyze the influence
of social media on youth social life. The data for the study have been collected through issue of
questionnaire. A sample of 300 youngsters have been collected for the study by adopting
random sampling techniques. Tools like Percentage analysis and the Chi-square test are used to
analyze the data. Findings of the study revealed that majority of the respondents were students
while a smaller proportion were the people belonging to different employee groups.
Priyanka.T and Durga.K (2015), “Users Satisfaction towards Facebook”. Satisfaction is crucial
concern for both users and organizations. The main objective of the study was to find out the
user’s satisfaction towards face book- a social networking site. Descriptive research was
followed in this research. The population included respondent’s who were users of Facebook.
50 Respondents were selected among the users of face book for this research. Major findings of
the study were majority (72%) of the users opined that their profile was free from external
users and majority (76%) of the respondents said that they were satisfied with the services of
face book. It was suggested that the face book should keep an eye on technology and
innovation to be continued as a trend setter in the industry
Mrs. R. Shashikala and Ms. Prachi Mahapatro (2015), “A Study on Analyzing the
Effectiveness of Viral Marketing in the Era of Mobile Messenger Apps with special reference
to WhatsApp”. The main objectives of the study was to find out the factors that influence
consumers to accept viral messages and their preference for types of viral messages. A sample
of 100 respondents was selected using a non-probability sampling technique and questionnaires
were administered personally and the responses were recorded. Percentage analysis, Cross
tabulations and Pearson Chi-square analysis were used to answer the research objective and to
test the hypotheses. Majority of WhatsApp users have agreed that viral messages do influence
in the buying of product/service. This buying behavior was also strongly and positively
associated with frequency of the usage
Micheal et.al. (2015) investigates group based communication in WhatsApp and provides a
classification of group chats and develops a model for group communication. The study
alsoindicates that for many people WhatsApp has become an important means of
communication. In many situations of life. They note that the main distinctive feature for the
classification is whether the topic of a group chat was a unique event, a repetitive event, or no
event. By applying these classes to the messaging histories, further properties of the classes
could be determined. The following lines are taking from their conclusion.
Jefferey and Musah (2015) looks at using social media in education system in Ghana and
observes that WhatsApp stands first among the other social media platforms. The study
revealed that majority of respondents used WhatsApp and Facebook for making friends and
chatting. In addition, majority of respondents experienced negative effects such as poor
grammar and spelling, late submission of assignment, less study time and poor academic
performance due to the heavy participation on social media networks. Furthermore, there was a
high addiction rate among students in the usage of social media networks. Nevertheless, there
were cases where others experienced improvement in their readings skills as a result of
participation on social media networks. Also, respondents shared ideas, discussed and shared
examination questions among themselves on social media networks. The study recommended
the strict enforcement of Ghana Education Service rule on electronic devices usage in schools,
promotion of social media usage for academic purpose, counselling for addicted students and
the use of the right grammar and spelling when participating on social networks.
Joe Prathap P M and Ajith Jubilson E (2014), “Facebook - WhatsApp Merger – A Revolution
in the Social Networks”. Online social networking provides users with powerful means of
sharing, organizing, and finding content and contacts. The utility and rapid development of
these sites provided an urge to study the characteristics and the utilization of online social
networks at large scale. Understanding this analysis was important, in order to improve the
current systems and to design new applications for online social networks. This article
presented the statistics study and analysis of the structure of social networks Facebook and
Whatsapp, considering that Facebook’s $19 billion buying Whatsapp making it the company's
largest acquisition. Whatsapp a company having only 55 employees was the costliest buy ever
in the software industry. The data set contained over 2500 users using Whatsapp and Facebook,
their need for usage of these networks, their satisfaction of needs through these social
networks, the users who used these networks. Further it explored the evolution of the social
networks with deep analysis.
Jamaluddin Ibrahim and Rafidah Chee Ros (2014), “Positive Impact of Smartphone
Application: Whatsapp & Facebook for Online Business”. This paper aimed to explore the
positive impact of the smartphone application for online business. The usage of smartphone
applications such as WhatsApp and Facebook had contributed enormously to especially online
business. Research have been conducted using informal interview, questionnaire, and online
survey based on questionnaire developed by researcher. The respondents consist of 100
targeted participants which involved university students, housewives, and random public at
various places. The outcome indicated that the smartphone application had given the positive
impact to the online business which can help to develop business success.
Tulika and Dhananjay (2014) through their study notes that students find learning through
WhatsApp very interesting and educationally useful. They also found that their social
interactivity with their peers and teacher has increased and moreover they learned
collaboratively. The attitude of the students toward WhatsApp learning was favourable. The
study also revealed that married students found learning through WhatsApp disruptive and that
they prefer learning in traditional classroom as it does not collide with their family time. This
study was conducted in India and more studies conducted at different geographical regions will
show the diversity.
Lauricella and Kay (2013) studies students’ perception towards using text messaging and
instant messaging. Their study looks at comfort level, frequency of use, usefulness, reasons for
messaging and differences between peer-to-peer and peer-toinstructor interactions. Students
noted that they were very comfortable with using both text and instant messaging. It concluded
that both text and instant messaging are useful and viable tools for augmenting student’s
communication among peers and faculty in higher education. In order to check whether the
learning process through WhatsApp improves students’ reading and regularity, Gutiérrez-
Colon et.al. (2013) conducts a study amongst the students in Spain. It looks at the usage of
WhatsApp to improve learners’ reading skills in English as a foreign language (EFL). The
study concludes that a vast majority of students reported a high level of satisfaction and agreed
that not only their willingness to read in English increased, but the experience had also had a
positive impact on their reading habits, and had resulted in more regularity and confidence.
Now, one can ask for a comparison between a traditional SMS and a WhatsApp message, as
text messaging is also possible via an SMS. That is, what factors have motivated for one to
move from an SMS to a WhatsApp message.
Church and Oliveira (2013) investigates the motives and perceptions of use between WhatsApp
and traditional SMS. They also look at the services being offered above and beyond traditional
SMS. They have adopted two types of studies an interview study and a large-scale survey.
Their study has identified set of dynamic factors that contribute to how users communicate via
these services. They note that, cost significantly impacts peoples’ frequency of usage and
social-influence is one of the main reasons for today’s migration to WhatsApp. The nature and
intent of WhatsApp messages tend to be more social, informal and conversational in nature,
while SMS is seen as more privacy preserving, more formal and generally more reliable. Their
evidence shows that neither technology is a substitute for the other. Overall the paper shows
that changes in mobile technology influence communication practices of individuals in the
society. These studies have provided sufficient information on why one has moved from a
traditional SMS to a WhatsApp message and also on how far students are comfortable in
adopting the app in their learning process. When it comes to students’ learning process, one
needs to look into more studies conducted at different geographical locations and cultures. This
is because of the heterogeneity that exists in the world.
Bere’s (2012) study looks at students’ preferences with respect to learning environment. It
reveals that students prefer WhatsApp social networking to Blackboard learning management
system (known as e-thutho). The study also show that free access, edutainment and
multitasking are among the aspects that made WhatsApp a popular. But, one can question on
the students’ comfort level in using text and instant messaging in education.
Marine and Blanchard (2005) identifies the reasons for the unexpected boom in mobile
networks. According to them, cell phones, based on Global System for Mobile Communication
(GSM) standard require less investment as compared to fixed lines. Besides this, a wireless
infrastructure has more mobility, sharing of usage, rapid profitability. Besides this, usage of
prepaid cards is the extent of 90% simplifies management of customer base. Moreover, it is
suitable to people’s way of life-rural, urban, and sub-urban subscribers.
Dutt and Sundaram (2004) studied that in order to boost communication for business, new
modes of communication are now being introduced in various cities of the country. Cellular
Mobile Phones, Radio Paging, E-mail, Voice-mail, Video, Text and Video-Conferencing now
operational in many cities, are a boon to business and industry. Value- added hi-tech services,
access to Internet and Introduction of Integrated Service Digital Network are being introduced
in various places in the country.
Masooud and Gupta (2003) explained the importance of mobile industry and mobile commerce
as an important stream of revenues for many telecom organizations and further more they are
enjoying much stable position as compare to other industries, explained the importance of
mobile industry and mobile commerce as an important stream of revenues for many telecom
organizations and further more they are enjoying much stable position as compare to other
industries. However a Rapid technological advancement in an industry brings a lot of
challenges for organizations. Therefore, it requires continues customer patronage which can be
achieved through understanding or analyzing consumer behavior of the industry.
CHAPTER-3
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Methodology
Cross-sectional Design
Conclusive research design is more formal and structured than the exploratory design.
It is use to test the hypotheses and examine the relationship. Descriptive research
design is the part of the conclusive design and it describes the market characteristics
or functions. It describes the characteristics of relevant groups such as consumers,
organizations etc. The collection of the information from the sample population is
drawn only once so it is cross sectional design.
NEED OF STUDY:-
The study of this project will help us to know the usage of WhatsApp messaging application
by various age groups and also the variety of services that are offered by this application and
the level satisfaction among the users.
Objectives:
Primary data was collected from respondents with sample size 100.
Secondary data was collected from the internet and other websites.
SAMPLING SIZE:-106
Sampling Method:
Gender
Male 56 53%
Female 50 47%
Total 106 100%
Age
Up to 15 years 4 4%
16 – 25 years 53 50%
26 – 35 years 42 40%
36 – 45 years 6 6%
above 46 years 1 1%
Occupation
Student 40 38%
Service 32 30%
Professional 21 20%
Home maker 10 9%
Unemployed 3 3%
PARTICULAR FREQUENCY
YES 102
NO 4
TOTAL 106
NO, 4
YES, 102
INTERPRETATION: - In the above table and graph we can say that, out of the 106
respondent 96% i.e. 102 respondents want to be in touch with the people by using Apps.
Q.2 What do you prefer more for staying in touch with people on your
phone?
PARTICULAR FREQUENCY
Social messaging Apps 93
Voice calls 54
SMS 15
Email 3
100 93
90
80
70
60 54
50
40
30
2015
10 3
0
Social messaging Apps Voice calls SMS Email
What do you prefer more for staying in touch with people on your phone?
PARTICULAR FREQUENCY
WhatsApp 101
Facebook Messenger 60
WeChat 30
Twitter 14
BBM (Blackberry 8
Messenger)
Skype 3
Line 5
Other 11
120
101
100
80
60
60
40
30
20 14 11
8 5
3
0
WhatsApp Facebook WeChat Twitter BBM Skype Line Other
Messenger (Blackberry
Messenger)
PARTICULAR FREQUENCY
All The Time 49
Most Of the Time 41
Sometimes 11
Not At All 5
Not At All, 5
Sometimes, 11
INTERPRETATION: - From the above table and graph we can interpret that, 46% people
use “WhatsApp” all the Time and 39% people use it Most of the time. It indicates that the
majorpart of our samples use WhatsApp frequently. And, 5% people are not using WhatsApp
as they are using alternate app like Facebook or they are not having Smartphone with
data/Wi-Fi connection.
Q.5 Tick the reason(s) why you do not use WhatsApp.
PARTICULAR FREQUENCY
Did not know WhatsApp Existed 1
No data plan/lack of easy access to 3
WiFi
Not enough friends using the same 0
application
Using Alternate Messenger (fb, 2
WeChat, Etc)
Unreliable (Poor Connection, 0
WhatsApp unable to work, Etc)
3.5
3
3
2.5
2
2
1.5
1
1
0.5
0 0
0
Did not knowNo data plan/lackNot enoughUsing AlternateUnreliable (Poor
WhatsApp Existed of easy access tofriends using theMessenger (fb,Connection,
WiFisame applicationWeChat, Etc)WhatsApp unable
to work, Etc)
INTERPRETATION: - From the above analysis I can interpret that, from 5% respondents
which are not using WhatsApp, major reason is lack of Smartphone with access to Data-
plan/Wi-Fi and others are using alternate Messenger; only 1 respondent did not know
WhatsApp existed.
Q.6 WhatsApp Messenger is a proprietary, cross-platform instant
messaging subscription service for smart phones. In addition to text
messaging, users can send each other images, video, and audio media
messages. The client software is available for Apple, Android, BlackBerry
OS, Nokia, and Windows Phone.
Did this information about WhatsApp encourage you to use the
application?
YES, 25
NO, 75
PARTICULAR FREQUENCY
Word of Mouth 60
Internet 34
Advertisement 6
Newspaper 0
70
60
60
50
40
34
30
20
10 6
0
0
Word of Mouth Internet Advertisement Newspaper
INTERPRETATION:- From the above analysis, I have interpreted that Word of Mouth is
the major source of the awareness for ‘WhatsApp’ and after that Internet publicity has also
worked well for the WhatsApp. And Advertisement is very less effective.
So it’s easy to conclude that a Mouth Publicity & People recommendation plays highest role
in popularity of WhatsApp.
Q.9 Which WhatsApp features impresses you?
PARTICULAR FREQUENCY
Ease of Navigation/ User Friendly Interface 56
Groups chatting 57
Speed 39
Cross-Compatibility (Apple, Android, 49
BlackBerry OS, Nokia, and Windows Phone)
Sharing (e.g. Video, audio, Photo, Status etc) 73
80 73
70
60 56 57
49
50
39
40
30
20
10
0
Ease of Navigation/ Groups chatting Speed Cross-Sharing (e.g. Video,
User Friendly Compatibilityaudio, Photo,
Interface Status etc)
PARTICULAR FREQUENCY
Video Calling Services 65
Support voice calls 26
Support For PCs to PCs/Phone Vice Versa 25
Privacy - who can view & add 48
Increase Group Chat Participants from 30 8
Other 11
70 65
60
48
50
40
30 26 25
20
11
8
10
0
Video Calling Support voice Support For PCs Privacy - who Increase Group Other
Services calls to PCs/Phone can view & add Chat
Vice Versa Participants
from 30
Which features you would like to suggest in WhatsApp to enhance its appeal?
The major feature which are suggestedby respondents are Video Calling Service, Privacy –
who can view the status & profile, and voice call &WhatsApp for PC are also one of the
suggested features.Some respondents said Photos & Videos of any size must be allowed, it
means that WhatsApp should work on additional features to enhance its appeal.
Q.11 As a social messaging application, how would you rate WhatsApp?
From a scale of 1 (Least satisfied) to 5 (Most satisfied)
PARTICULAR FREQUENCY
1 Least satisfied(don’t download) 0
2 Dissatisfied 0
3 Neutral 7
4 Satisfied 34
5 Most satisfied (A must-use application) 59
70
59
60
50
40 34
30
20
7
10
00
0
1. Least satisfied 2. Dissatisfied 3. Neutral 4. Satisfied5. Most satisfied (A
(don’t download) must-use application)
As a social messaging application, how would you rate WhatsApp? From a scale of 1 (Least
satisfied) to 5 (Most satisfied)
PARTICULAR FREQUENCY
YES 100
NO 0
120
100
100
80
60
40
20
0
0
YES NO
Final Question. As the success of WhatsApp depends on being wider spread among users,
would you recommend WhatsApp to your friends, families, colleagues?
According to survey, I have found that around 87.7% peopleprefer Social messaging
Apps for staying in touch with people from their phone. Whereas SMS & Email are
less preferred now a day. So WhatsApp has overtaken traditional SMS.
Almost 95% people use WhatsApp, so this shows that Whatsapp is most popular
amongst chat appslike Facebook, WeChat.
The features like Groups chatting, easy Sharing (e.g. Video, audio, Photo, Status etc.)
and User Friendly Interface of WhatsApp have earned very much customer
satisfaction, and these three features are becoming a brand identity of the WhatsApp
Messenger.
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.
Satisfaction level of WhatsApp is high but it should focus on adding some new and
attractive features in order to stay ahead in competition as apps like WeChat, Line are
Few respondents say that company should allow sharing the photos, and videos of
any size.
Company should introduce the system to share and send documents which will
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. And we all know that finally WhatsApp has introduced the new
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.
The word of mouth has given great advantage to aware the customers about the products.
With increasing smartphone market WhatsApp has captured the market but company has to
keep innovating to maintain the satisfactory level of existing customers.
Because with given enough time WeChat, 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.
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS:
http://www.whatsapp.com/
http://en.wikipedia.org/wiki/WhatsApp
http://www.frost.com/c/10392/blog/blog-display.do?id=3313452
http://www.cxotoday.com/story/is-whatsapp-overtaking-the-sms-soon/
http://www.wikiswot.com/SWOT/4_/Whatsapp.html
http://nivedithg.blogspot.in/2012/10/wechat-mobile-app-review.html
http://www.wikiwealth.com/five-forces:whatsapp
http://in.news.yahoo.com/whatsapp-19-billion-bet-facebook-050220867.html
http://www.statista.com
QUESTIONNAIRE
Dear Respondent,
This study is meant to find the Satisfaction from WhatsApp messaging app. The results that
will be obtained here are purely for educational purposes and will in no other circumstance be
used for any form of profit, authorised or unauthorised.
Thanking you,
Archit Gupta
SACCM
NOTE:Please tick mark () in appropriate boxes to provide your opinion.
If applicable, tick () for more than one option.
Demographic Information:
Did this information about WhatsApp encourage you to use the application?
□Yes
□No (Why not?)
7. Have you purchased Smartphone, only bcoz you can use WhatsApp?
□Yes
□No
8. From which medium you came to know about WhatApp?
□Word of Mouth □Internet
□Advertisement □Newspaper
9. Which WhatsApp features impresses you?(You can tick more than one)
□Ease of Navigation/ User Friendly Interface □Groups chatting
□Speed □Cross-Compatibility (Apple, Android,
BlackBerry OS, Nokia, and Windows
Phone)
□Sharing (e.g. Video, audio, Photo, Status etc)
10. Which features you would like to suggest in WhatsApp to enhance its appeal?
□Video Calling Services □Support voice calls
□Support For PCs to PCs/Phone Vice Versa □Privacy - who can view & add
□Increase Group Chat Participants from 30 □Other (please specify)
11. As a social messaging application, how would you rate WhatsApp? From a scale of 1
(Least satisfied) to 5 (Most satisfied)
Rating 1 2 3 4 5
□Least satisfied □Dissatisfied □Neutral □Satisfied □Most satisfied
(Don’t download) (A must-use
application)
12. Final Question. As the success of WhatsApp depends on being wider spread among users,
would you recommend WhatsApp to your friends, families, colleagues?
□Yes
□No