A STUDY ON ACCESSING FACTORS LEADING TO THE PURCHASE OF BYJU’S “EDUCATIONAL LEARNING APP” AS A CURRI

International Journal of Mechanical and Production Engineering Research and Development (IJMPERD) ISSN(P): 2249-6890; ISSN(E): 2249-8001 Vol. 10, Issue 3, Jun 2020, 1217–1230 © TJPRC Pvt. Ltd.

A STUDY ON ACCESSING FACTORS LEADING TO THE PURCHASE OF BYJU’S “EDUCATIONAL LEARNING APP” AS A CURRICULUM ROHIT KR. PANDEY1, ANAND PD. SINHA2, SANJIV KR. SRIVASTAVA3 & GAUTAM SHANDILYA4 1,2 3,4

Department of Management, BIT Mesra, Ranchi

Departmentof Hotel Management BIT Mesra, Ranchi

ABSTRACT Today, in this fast-moving life, everyone is in a hurry to getting their work done as soon as possible and least efforts.

This tendency of humans has also affected the field of education. Now, people have a mindset that education should also be delivered in an easy and in a way, where comfort is ensured. The entire process of delivering lectures and providing education changed drastically when a startup named THINK AND LEARN PVT. LTD., popularly known as BYJU’S, which is one of the learning App, started to work in order to revolutionize the whole education system in India. In this study to establish a relationship as to how BYJU’S has grown this big in a little span of time and what are the factors using which BYJU’S has risen in the pyramid to affect the overall satisfaction of the user to use their learning app.

Received: Jun 01, 2020; Accepted: Jun 20, 2020; Published: Jun 27, 2020; Paper Id.: IJMPERDJUN2020106 1.0

INTRODUCTION

Nowadays an era of mobile application or e-learning is popularly known as an App or Mobile App which is readily available for almost all work online starting from shopping as well as banking online transaction the list is endless.

Original Article

KEYWORDS: Education, BYJU’S, Learning App, Customer Satisfaction, Effectiveness & Think and Learn

With the advent of technology, even the education system is going for the new learning platform which is e-learning, which opens new doors of vastness both for the educator and the learner. Availability of this kind of e-learning app, students now have used to their fingertips anytime, anywhere as these are not constraints anymore. Armed with this technological wonder students don’t have to visit various libraries for any information. Now most of the students can access information from anywhere in the world with the help of e-learning mobile app. With the introduction of the mobile app, learning has become fun and more and interesting. The learning education app provides the various models which help in indulging the students each and every section for vigorous education process. In this interactive online learning app brought video tutorials and educational games which helps the students in stimulating their mind and gets morelearning in advanced. Now a day’s both parents and teachers play a vital role in the success of anystudent for their development. Through this app, teachers can respond and describe the each subject in details so that very parents if any queriesthen the teachers can respond quickly and efficiently regarding the development of their ward. Now a day’s education system is more transparent as well as every parents and students are more concern for their regular and competitive exam. Today scenario there is no limit to gain knowledge, that’s true. Today various institutes and colleges are also adopting the new tool of learning and educating. The sessions are conducted online generally known as Virtual classrooms. Today education has got a makeover which has infused a new life in the education sector and has opened a vast avenue for this sector to grow and develop(Shilpa, 2016).

For this BYJU’S one of the educational technology learning app which has been popularized a brand name i.e Think and Learn PVT. LTD. in India. This app basically using online tutoring companies which has been received www.tjprc.org

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large scale to attract students across India and globe as well. BYJU’S has started since 2011 and implemented in 2015 onwards and provides the best-funded education startup for young generation students which preparing for the competitive exam.

For doing a survey through this learning app some issues such as lack of depth in some areas, overly simplistic treatment of some basic topics, and lack of within-lecture student-teacher interaction has received. BYJU'S reports to have about eight million user’sannual basis and an annual retention rate of about 90% and about four lakhs paid subscribers(Chakraborty 2017). In this article, a detailed study and analysis need to be done to establish a relationship as to how BYJU’S has grown this big in a little period time and what are the factors using which BYJU’S has risen in the pyramid to affect the overall satisfaction of the user to use their learning app.

2.0 LITERATURE OVERVIEW During 2003, BYJU’S took a break from an overseas job where he worked as a service engineer to help some of his friends who were due to appear for Common Aptitude Test (CAT) competitive exam in India. His was a casual approach to helping, as he also undertook the exam and scored a perfect 100 percentiles. Similarly, in 2005 he again appeared for the exam without any kind of preparation and yet again the result was the same a perfect 100. Unlike the previous time he also appeared for the interviews of the three premiers IIM’S i.e. A, B and C and cleared the interview round. Instead of joining any of the institutes for a professional course which could have further his career he saw a potential in guiding/ counseling students in clearing CAT. It was not intentional but by chance that he ventured into the entrepreneurial path from a more secure career which he had. Foraying into the field of teaching was a choice which he made slowly as it was a new arena for him and gradually the number of students began to grow. His method of teaching was of a different type of offline teaching something unheard-of as comparing to the established norms of teaching in classrooms which he is used to do when he is used to teach more than 1000 students in an auditorium in 2007. To constantly innovate in a learning app is of paramount importance as one must constantly think out of the box to teach them in a non-interactive format and also to foresee the doubts which students might face (Hunts, 1991). In the normal practice of teaching in classrooms with a large capacity, personal interaction could not be possible. Thus, to constantly think ahead and visualize became the pillars of strength. (Karnik,2016).

2.1 Going Offline to Online BYJU’S before long began utilizing video design for CAT and comparable selection tests. However, it was in 2011 that he framed the organization, named Byju's, and with the assistance of a portion of his understudies who had moved on from IIMs. It was in 2011 that they began making center learning items, which are today a piece of the application-based arrangement. Byju's advised it took 4 years to make these items. Truth is told while making items for understudies from standard 4 to standard 12, endeavored to make it successful just as fascinating. "Learning background was made in an arrangement that understudies loved, and it was constantly viable, yet taken a stab at making it fascinating with intelligent recordings. To fabricate a learning application for school understudies to get their basics clear in those early critical years when they begin learning as it will have long haul sway (Sindhuja 2018). "Showing understudies how they ought to adopt as opposed to what they ought to realize," included. Thus, all the work on items started the route in 2011 however was out simply a year ago. In the interim, Byju's was running test prep recordings on the web, which guaranteed that the organization is financed. Indeed, even with his extraordinary disconnected method for instructing in halls, the online space dependably existed as online recordings. It was soon a change from online to center learning to help school understudies adapt better.

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2.2 Keeping Pace with Technology The web-based teaching world was all around coordinated, or rather a step ahead and has been keeping pace with innovation with the planning of the application dispatch being pretty much impeccable (Anupam, 2018). The snappy PDA infiltration has empowered simple access for a mobile. Innovation has been an empowering agent. This application-basedproduct has a reach of more than 1400 and not just metros but understudies from little towns as well. The application-based model has a few points of interest, understudies comprehend it effectively after some use, and the application likewise starts to comprehend the understudy learning conduct (Dwivedi, 2016). Information assumes a tremendous job to customize learning," Truth be told, customizing has been a centre point in offline or conventional method since it's typically one such many methods for educating. Visual and idea assume a gigantic job in customizing, and an individual gadget additionally guarantees higher commitment time.

3.0 Conceptual Framework Model The identification of factors with the help of literature support and talking with the respondents of BYJU’s., the following conceptual model is formulated to illustrate the various factors that affect the education system of BYJU’S and the users because of BYJU’S. The following leading factors are,

4.0 NEED OF THE STUDY Today, in this fast-moving time, everyone is in hurry up for getting their work done as soon as possible and with least efforts.

This tendency of humans has also affected the field of education. Now, people have a mindset that education should also be delivered in an easy and in a way where comfort is ensured. A few years ago, this human behavior used to be considered in a negative way and this approach of studies was believed to be useless. As the introduction of smart studies and use of gadgets in the education system occurred, this belief gained some importance.The Learning App, started to work in order to revolutionize the whole education system in India. Free video tutorials, doubt clearing sessions, clearing concepts with the help of animated examples and many more made this organization to grow as a leader in the field of education. In no time, the organization has not only become India’s number one study platform but also has shown its presence strongly in the world.

4.1 Problem Statement Some of the adapting struggling during face to face instructor training classes on computer-based as well as virtual classroom www.tjprc.org

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makes the learning experience entirely different for students. Today most of the students are try to usecomputer-based learning system and they want to get all information without any hard work in this environment and expected in a traditional classroom, online discussions or creating a web page demand springing into action. It is difficult to adapt “traditional” mindset findhowever they need to accept the new learning experiences with an open mind and heart.

5.0 RESEARCH OBJECTIVE OF THE STUDY 

To understand the role of BYJU’S as a curriculum in the areas of the state of Jharkhand.

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To analyze the accessing factors to effectively used leading to the purchase of BYJU’S as a curriculum.

5.1 Scope of the Study In India, approx. fifty million students going to school or preparing for competitive exam, for this one of the e-learning education system play a vital role to provide a good quality education system. That’s why e-learning platforms they could get high-quality education without worrying about the high tuition fees of private schools.

This study is related to the unique aspects and several factors which have led to the development of BYJU’S as the most popular curriculum. In this study, close interaction with the various employees of the private sectors for their ward and the direct users of BYJU’S has been done to understand how within just a few years on this field. BYJU’S has revolutionized the overall process of learning and what were the driving forces that led towards this result, where BYJU’S has not only served the common mass of India but has now started to change the educational environment in the foreign countries. This research has been covered in the various cities like Ranchi, Jamshedpur, Bokaro, Dhanbad, Hazaribagh, and Deogargh in the state of Jharkhand in India to provide the better-quality services of education.

5.2 Research Methodology Research methodology always signifies and explains the detailed systematic and scientific process of the conduction of research. The researcher has taken some various steps to analyze the problem and trying to solve them with the help of somecomponents.

5.2.1 Research Design The exploratory study aimed to make a precise and investigation about the leading factors which affect the satisfaction level of BYJU’S users. After the respondents hypothesis testing was done using the regression weights of some of the leading factors and lastly find the respective relationships at a significance level from 0.05 at 95% of confidence level. The tests were analyzed with the help of Statistical Software i.e. SPSS and AMOS 22. The data collection using primary to frame questionnaire to getting respondents as well as secondary to obtained from company profile, journalsetc.

5.2.2 Sample Design The target audience for selecting the respondents within the organization the researchers has to adopt stratified random sampling to collect data in the various cities in the state of of Jharkhand i.e. Ranchi, Jamshedpur, Bokaro, Dhanbad, Hazaribagh and Deogargh were selected for the study. The following methods for collecting data in this study are,Quantitative Research QuestionnairePersonal Interaction with the employees of the private sectors for their ward and the direct users of BYJU’S data sources through primary and secondary data are used for the present study.Sample Size is 150.The questionnaire was sent through the mail as well as personal interaction to the number of participants to gain the Impact Factor (JCC): 8.6746

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highest possible response rate. The responses of the questionnaire are mentioned in Likert Scale from 1 to 5 where scale 1 is strongly disagreeing and 5 are strongly agreed.

5.2.3 Questionnaire Design The examination associated with field study for a gathering of assessment of faculty (executives) utilizing a very much organized close-finished survey. The poll utilized in this examination was created to quantify all factors of enthusiasm following a broad audit of the writing. In this use a pre-test which was led to preliminary the handiness of the study preceding the primary dataChurchill, 1995, Reynolds and Diamantopoulos, 1998, Zikmund, 2003).

The respondents gave minor remarks and proposals, before the alteration of the poll. Joining the progressions proposed by them further refined the poll and accordingly the conditional survey was landed at (Boyed et.al., 1977).As Hunt (1982),The poll was sent to the members so as to pick up the most elevated conceivable reaction rate. Reactions were to be set apart on the Likert Scale from 1 to 5 where they needed to stamp on size of emphatically oppose this idea. to, firmly concur. After information accumulation, factual procedures are utilized to test and set up unwavering quality of the information assembled Lukas (2004). After the watchful investigation of writing audit, the accompanying applied model is defined to show the few factors that influence the training arrangement of BYJU'S and the clients as a result of BYJU'S. 5.2.4 Hypothesis of the Study Based on the mode of operation of the organization and the area catered the following hypotheses were developed for testing. 

H0:- BYJU’S has not been effective and satisfactory for its users.

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H1:- BYJU’S has been effective and satisfactory for its users.

5.2.5 Sub-Hypothesis 

Ha1: Byju’s app is significantly user friendly and effectiveness.

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Ha2: Byju’s have significantly competitors as an alternative option.

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Ha3: Quality of Services by the Byju’sismore significantly.

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Ha4: Interactive Test series significantly helpful in building concept education.

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Ha5: Academic Performance is significantly continuous Improvement to their users.

6.0 DATA ANALYSIS AND INTERPRETATION The identification offactors with the help of literature support and talking with the respondents of BYJU’s. Thepresent program of research methods using SPSS is a widely accepted program for data analysis and it was utilized at the data cleaning stage and also to report toreliability scale tests.

6.1 Reliability Test According to Carmines and Zeller, (1979, reliability represents the consistency or stability of a measure so that the numerical results do not change because of characteristics of the measurement process or measurement instrument. This test was done for internal consistency by using Cronbach’s alpha score. Nunnally (1978) in his published work explained that the value of internal consistency should be more than 0.70. Table no.1 depicts the reliability statistic for the respondents. www.tjprc.org

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Table 1: Reliability Statistics Test Reliability Statistics Cronbach's Alpha N of Items .841 6 6.2 Cronbach’s Alpha Cronbach's alpha estimates the degree to which the items in a scale are representative of the domain of the construct being measured (Pedhazur and Schmelkin, 1991). According to Nunnally (1978), internal consistency values should be more than 0.70, which is highly reliable and can be processed further to get the results using regression analysis. After check the validity of the each construct in this study, the Cronbach’s Alpha value is.841.

6.3 Interpretation and Analysis of Data After collecting the data,it allows to measure the levels of satisfaction of the each construct which are influence the levels of satisfaction of using the learning App. By performing a regression analysis on this survey data, it determines whether or not these construct have impacted overall satisfaction.

6.3.1 Test of Hypothesis The table shows that the model summary and overall fit statisticsand find the adjusted R² of model is 0.480 with the R² =.571 that means that the linear regressionexplains 51.7% of the variance in the data. The R-value presents a simple correlation and is.719, which indicates a very high degree of correlation. The R square value indicates that how much of the total variation in the dependent variable can be explained by all the independent variables. And therefore, it can be said, that the overall alternative hypothesis are given above affects the dependent variable, i.e., Effectiveness of Byju’s Products. As for the result, the sum square value is 28.026 and degree of freedom is 7. Now, the p-value is.000 which is less than 0.05 and indicates that the overall regression model statistically significantly predicts the outcome variable its means BYJU’S has been effective and satisfactory for its users.

6.4 Result of Sub-Hypothesis Ha1:Effectiveness and User-Friendly Experience towardsByju’s Products

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This above model shows that the R-value which indicates the simple correlation and is.587, which is indicated at a positive correlation. In this case, 34.4% is a medium. And therefore, it can be said, that the effectiveness and user-friendly experience has given above affects the dependent variable, i.e., Effectiveness of Byju’s products to some extent. As for the result sum of square value is 18.666 and degree of freedom is 1and p-value is.000 which is less than 0.05, In this case, the alternative hypothesis is accepted. Itsindicates that overall the regression model statistically significantly predicts the outcome variable and Byju’s app is more user friendly and effectiveness for their learner.

Ha2: Other Competitors in the Market

This model summary revealed that the R-value which represents the simple correlation and is.197, it shows at a low degree of correlation also indicates how much of the total variation in the dependent variable can be explained by all the independent variables. In this case,.039%, this is very low. And therefore, it can be said, that the Other Competitors in the www.tjprc.org

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Market given above does not affect the dependent variable, i.e., Effectiveness of Byju’s Products. As for the result, sum of square value is 2.098 and degree of freedom is 1 and p-value is.050 which is equal to 0.05 and indicates that overall the regression model statistically significant predicts the outcome variable. Other competitors of learning app are available in the market like “Extra-Marks” but Byju’s app is more effective and it’s a first e-education app which provides all material and live demonstration for their user.

Ha3: Effectiveness of the Quality of Service by Byju’s

This model summary indicates that the R-value which represents the simple correlation and is.563 which indicates a positive and medium degree of correlation which shows the R square value is 31.7%. And therefore, it can be said, that the Effectiveness of the Quality of Services byByju’sgiven above affects the dependent variable, i.e. Effectiveness of Byju’s Products.As for the result sum square value is 17.213 and degree of freedom is 1and p-value is.000 which is less than 0.05 and indicates that, overall, the regression model statistically significant predicts the outcome variable.Quality has generally means “fitness for use” and “those product features which meet customer needs and thereby provide customer satisfaction”.

Ha4: Interactive Test Series Being Helpful Towards Concept Building

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The above model summary shows that the R-value which represents the positive correlation and is.547 which is amedium degree of correlation and also it indicates that how much of the total variation in the dependent variable can be explained by all the independent variables. In this case, R square value is 29.9%, and therefore, it can be said, that the InteractiveTest Series Being Helpful towards Concept Building affects the Effectiveness of Byju’s Products.As for the result the sum square value represent is 16.221 and degree of freedom is 1 and p-value is.000 which is less than 0.05 and indicates that overall the regression model statistically significant predicts the outcome variable and it can be said that Byjus also conducts demo exams for their students so that they could get an idea that where they are standing now.

Ha5: Improvement in the Academic Performance

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The model summary shows that the R value which represents the simple correlation and is.205 which indicating a low degree of correlation. In this case R square value is.042% and therefore, it can be said, that the Improvement in the Academic Performance of the Child due to Byju’saffects the dependent variable, i.e., Effectiveness ofByju’s Products.As for the result sum square value is 2.278 and degree of freedom is 1-p-value is.041 which is less than 0.05 and indicates that overall the regression model statistically significant predicts the outcome variable.

6.4.1 Result of Conceptual Framework Model After testing the hypothesis with the help of regression analysis to some extent and after that overall conceptual framework models to check the model fit indices through the AMOS software and check theGoodness of fit index, Chi-square/degree of freedom (d.f). The chi-square (χ2) identifies that statistics of hypothesis to ensure that the data fits the model. The overall model of the result as follows.

Overall Conceptual Framework Model

Figure 2: Conceptual Framework Model of Byju’s Products

Fit Measure ᵡ2/df (CMIN/df) RMSEA P Value for Test of Close Fit (RMSEA <0.05) NFI CFI GFI AGFI Impact Factor (JCC): 8.6746

Table: 1 Model Fit Indices Goodness fit Indices Good Fit Acceptable Fit (Measurement Model) 0 ≤ ᵡ2/df ≤ 2 2 < ᵡ2/df≤ 3 15.116 0.05 < RMSEA ≤ 0 ≤ RMSEA ≤ 0.05 0.08 0.559 0.10 < p ≤ 1.00 0.05 ≤ p ≤ 0.10 0.615 (RMSEA < 0.05) (RMSEA < 0.05) 0.95 ≤ NFI ≤ 1.00 0.90 ≤ NFI < 0.95 0.707 0.97 ≤ CFI ≤ 1.00 0.90 ≤ CFI < 0.95 0.714 0.95 ≤ GFI ≤ 1.00 0.90 ≤ GFI < 0.95 0.816 0.95 ≤ AGFI ≤ 1.00 0.90 ≤ AGFI < 0.95 0.428 SCOPUS Indexed Journal

Remarks Moderate fit Acceptable Fit Acceptable Fit Good Fit Good e Fit Good Fit Moderate Fit NAAS Rating: 3.11

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After validity of the construct, Cronbach’s alpha coefficient was found to be 0.826 which satisfies the desired level of 0.7 (Nunnally, 1978). It was observed that the result of CFA was accepted(χ2/df or CMIN/df = 15.116, P-Value for Test of Close = 0.615, GFI = 0.816, AGFI = 0.428, CFI = 0.714, NFI = 0.707 and RMSEA = 0.559). In addition, the standardized loadings and the squared multiple correlations (SMC) were examined and are checked in the AMOS output and found to be greater than 0.5 in all the cases. The hypothesized research model exhibited good fit with observed data as mentioned above.

The hypothesized model resulted in an overall Chi-square (χ2) value of 136.054 with 9 degree of freedom and a probability value of.000. This testifies conceptual frame work model indicates that alternative hypothesis which is statistically significant that BYJU’S has been effective and satisfactory for its users which helped to revolutionize the education system in the views of its users.

7.0 FINDING Based upon the study and conversations with the employees and user of app, various pointshave been discussed. 

With the introduction of the concept of personalized learning, the whole process of delivering education has been made an easy and effective affair for the users.

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The problem of parents being concerned about their children using mobile phone all the time for useless purposes has been solved by BYJU’S where the children are made to study on tablet only.

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The feature of progress tracking and performance analysis has been one of its first kinds that have been developed

by BYJU’S which has been one of the key features of its working pattern.

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The videos provided in the curriculum are precise and concise which has been made keeping in mind the average focus time of a normal person.

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Provision of mentor support to the paid subscribers of BYJU’S has helped the students to clear their doubts at the moment they have. This has built a trust in the minds of common people about BYJU’S.

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With the facility of parental control application, the parents have a control on what their children are studying and what has their performance been throughout. This has made the overall process of learning transparent.The basic format of the application has been related to self-study and that has made the students learn in a better way.

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The fifteen days observation policy of the company has allowed the parents to invest the minimum and test the effectiveness of curriculum in that period which has made the investment process flexible. But it has also made BYJU’S to witness an increased number in the refund cases.

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In a nutshell, it can be said that the different policies and the everyday approach of BYJU’S has resulted in the enhancement of its effectiveness as a product and it reflects in the study done here and the literature review as well.

8.0 RECOMMENDATIONS Today it is a big concern that if student is given a phone or tablet for study, he/she will start playing games or will start surfing on social media. So there will be an application installed in the tablet provided by BYJU’S and in Parents' phone also that is Parental Control Application. With the help of this application, parent can monitor their child's activity. They can also control their activity on phone by locking games section or something else with the help of this application. Byju’s provide qualified mentors for all the students. If the students have any doubt, he /she can call his mentor to clear his doubts. So with www.tjprc.org

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the full course in tablet, a mentor is also available to help the students.

The important points drawn from above dealing with data analysis and interpretation are shown below: 

There is mostly small correlation i.e., between 0.10 to 0.29 and medium correlation i.e. between 0.30 and 0.59 between variables that shows small and medium association or relationship between them.

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It is evident that user friendliness and cost effectiveness are the important factors

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which affect the overall effectiveness of BYJU’S as a product and have created a good impression in the minds of the user.

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The result also says that the services provided by the organization has been highly satisfactory and has created a positive environment for its growth.

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Different competitors in the market have affected the effectiveness of BYJU’S very less.

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The provision of test series by the organization has also affected the effectiveness of BYJU’S.

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All the above factors are together as well as individually affect the effectiveness of BYJU’S and are proved satisfactory.

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Some suggested points mentioned below:

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Other points as follows:

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The level of internal management can be improved in the organization which, in turn, affects the image of the company.

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The company should focus on areas like Business Operations, Logistics Management, etc and not just the sales and marketing domains.

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The number of faculties and mentors should be increased with the increment in the number of paid subscribers of the product.

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With the increased demand of new age education system in the Tier-II and Tier-III cities, the company should now start to penetrate deep and provide the Tablet Learning Programme to them as well.

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Customer retention should also be focussed a lot.

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