Sanj Samachar (1) MBA Porject Report Prince Dudhatra

8/6/2019 Sanj Samachar (1) MBA Porject Report Prince Dudhatra

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Preface

In todays era of cut-throat competition BBA and

MBA are sure to have an edge over their counter parts.

During Graduation in Businessman Administration

program, students come in direct contact with the real

corporate world through Industrial Training. A BBA program

provides its students with an in-depth study of various

managerial activities that are performed in any organization.

A detailed research/analysis of managerial

activities conducted in various departments like finance,

marketing, human resources, production, credit management

department, etc. gives the student a conceptual idea of what

they are expected to manage, how to manage and how to

obtain the maximum output through minimum inputs of

resources available and how to minimize the wastage of

resources.

As a BBA student, I have taken my industrial

Training at Sanj Samachar. From Rajkot Branch. And

completed my research work at Rajkot.

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Acknowledgement

I am feeling great pleasure in submitting this report

and it is my great opportunity to convey thanks to all of them

who have helped me in completing this report. There are

many people who play a very vital role in our achievements

but giving a vote of thanks to that great people is also one

achievement. And this opportunity I have got at a time of

submitting this report.

Firstly, I am indebted to Saurashtra University for

the introduction of systematic learning method.

Secondly I would like to take this opportunity of

expressing my profound and inevitable gratitude to the Sanj

Samachar for giving me a great opportunity for doing market

research and develop such strategies, and I am also thankful

to all staff members of the firm for kind response and

guidance. Especially I take this opportunity to thank Mr. K. R.

Trivedi without him my project would never have been

possible.

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I am also thankful to my college authority and

especially my project guide Prof., Dr. Manish Thaker for

continuous encouragement and guidance.

And lastly, I am thankful to all my friends and

others who have helped me in completing this report.

Thanking you.

Mordiya Manoj M.

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Declaration

I,Mordiya Manoj M, a student of T.Y.B.B.A. at Smt.

M. T. Dhamsania College, Rajkot, here by declare that the

project work presented in this report is my own work and has

been accomplished under the kind supervision of our project

guide Prof., Dr. Manish Thaker.

This research work and the report have not been

previously submitted to any other university or college for any

other examination.

Date : Signature

Place : (Mordiya Manoj M.)

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INDEX

Sr.no Particular Page

1. General introduction 07

2. Brief introduction to the paper 083. History of the sanj - samachar 09

4. Organizational hierarchy 11

5. Statement of the problem 12

6. Aims and objective of the study 14

7. Introduction to the research report 15

8. Research methodology 17

9. Research design 18

10. Source of the data 20

11. Sampling procedure 2212. Scope of the study 24

13. Theoretical background of the study 25

14. Questionnaires analysis 27

15. Limitation of the study 48

16 Finding 50

17. Conclusion 51

18. Survey of the S.S. evening news paper 52

19. Bibliography 55

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INTRODUCTIONTO

THE STUDY

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GENERAL INTRODUCTION

Generally the people of Saurashtra have a habit of

reading two newspaper a day, a morning and an evening

reader. The weather in saurashtra being hot and humid,

forces the people to have their afternoon siesta and wake up

in the evening to have their regular doze of tea with which

they want a fresh newspaper which serves them the local

items, shopping guide, entertainment program and set them

for a relaxed night.

This is why an evening reader has more hold in

saurashtra than in other metropolitan cities like Ahmedabad,

Baroda, Surat, etc.

SANJ-SAMACHAR is widely read newspaper and

is the largest Gujarati evening reader. Putting technology

advancement in the forefront it has progressed fast and

incessantly striving for better quality. This is fully evident in

the ever growing readership. It also reaches to a large

number of centers in the rural areas. JAI-HIND and SANJ-

SAMACHAR together constitute the largest circulated daily in

saurashtra and kutch. SANJ-SAMACHAR is published every

evening except Sunday and it publishes its supplement on

Saturday.

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BRIEF INTRODUCTION TO THEPAPER

PRODUCT : SANJ SAMACHAR

COMPANY : JAIHIND PUBLICATIONS

REGISTERED OFFICE : JAIHIND PRESS

PLANT LOCATION BABUBHAI SHAT MARG,

RAJKOT.

DURATION : THE COMPANY

STARTED ON 12 MARCH

1948.

SANJ SAMACHAR

PUBLICATION : STARTED

ON 15 AUGUST 1986.

BUSINESS ACTIVITY : NEWSPAPER ALLIED

PUBLICATION

SCALE OF OPERATION : LARGE

EDITOR : MR. YASHVANT N. SHAH

PRICE : RS. 2/-

PRESENT SALESFIGURE: APPROXIMATELY 75,000

COPIES PER DAY.

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HISTORY OF SANJ SAMACHAR

The country attained freedom in 1947. Shortly

thereafter, more than two hundred princely states were

transformed into a united state of Saurashtra. A new era of

development, democracy and freedom an imperative need of

the hour that free and fearless press of the hour that free and

fearless press commenced and developed from Saurashtra

to express and echo the voice of the people, problems and

grievances of the people.

It was in this period and it was under such

circumstances that late Shri Narottamdas L. Shah popularly

known as Babubhai Shah, conceived an idea of publishing a

Gujarati daily from Rajkot. In those days, such idea, such

enterprises were rather beyond ones understanding and

comprehension for the people in saurashtra region. As such,

Babubhis idea or a dream of publishing a Gujarati daily from

Rajkot was rather ridiculed by his own friends and family

members.

But Babubhai was a man of iron will, a man of very

strong will power. As such, in spite of all obstacles, all

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difficulties and all advertises, Babubhai could materialize his

idea and could relies and fulfill his dream.

Jaihind daily commenced in 1948, and is the

oldest and most popular newspaper in Saurashtra and Kutch

region and is published simultaneously from Rajkot and

Ahemedabad.

While Sanj-Samachar was launched in 1986,

which is the evening edition of Jai-Hind. It is full-fledged

daily news-paper and is highest circulated Gujarati evening

daily. It is widely circulated in a large number of Urban and

Rural centers in all the districts of Saurashtra Kutch region.

Both Jai-Hind and Sanj-Samachar offer

esteemed advertisers the highest reach in target segment of

Gujarat region at most economical rate.

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ORGANISATIONAL HIRARCHEY

PROPRITER

EDITOR SECTION ACCOUNT SECTION

EDITOR CIRCULATION

MANAGER

DEPUTY EDITOR CHIEF ACCOUNTANT

CHIEF NEWS REPORTER CLERICAL

STAFF

CHIEF DESK REPORTER

SUB EDITOR

REPORTER

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STATEMENT OF THE PROBLEM

Problem definition is the foundation of any market

research program. Without knowing the problem area any

research cannot be started. Problems are framed in

questions about relationships that can be tested.

Consumer and consumer needs are the focus of

marketing, unlike selling where a product, production, or

sales orientation exists. Hence, it is imperative for a marketer

to thoroughly understand the consumers, to be a successful

marketer.

An Indian consumer is quiet different from

consumers elsewhere, but the diversity present within India is

more compared to consumers elsewhere.

Even Indian market is a fast developing market so

there is always a fierce competition is an industry. The skew

ness that exists in incomes, languages, cultures, sub-

cultures, makes it a Herculean task to typify an Indian

consumer.

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Similarly, it is very difficult for a newspaper to

make its customers a loyal reader of its brand.

A newspaper has two types of customers

1. The Readers

2. The Advertisers.

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AIMS AND OBJECTIVES OF THESTUDY

The research objectives should be carefully set

based on right problem definition. The marketer faces a

problem. A proper problem definition facilitates setting up

research objectives in a more lucid manner. The research

objective gives answers to queries like, What is the purpose

of this study?, Would attainment of research objective help

solve the marketing decision dilemma the researcher faces?,

etc. If yes, research objectives can be said it have been

developed.

A well developed research objective is an

essential pre-requisite for market research success in solving

marketers problems.

OBJECTIVE SET FOR PRESENT STUDY ARE TO FIND

Rajkot as a potential market for evening

readers

Socio-cultural background of Rajkot

Rajkot as a consumer market

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Why evening readers are more successful in

Rajkot than in other metropolitan cities like

Ahmedabad, Baroda, etc.

Qualitative and Quantitative analysis of Sanj-

Samachar in Rajkot.

To identify readers expectation for Sanj-

Samachar.

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INTRODUCTION TO RESEARCHREPORT

The research reports includes the various aspects

like object of research samples to be research, area of

research in research producer instrument of research and the

ultimate result and analysis. So, it is necessary to fulfill those

objects which have been decided at the time of making

research.

This research report is based on the topic called

Market analysis and reading criteria for Sanj

Samachar news paper. It was predetermined to give more

emphasis on target market like students of management

faculties. The objects were the same for all segments like

To know the reading habit of the

respondents. The main target was on the

students of management faculties who are

one of the major segments of newspaper

industry.

To identify the different reading criteria for

the selection of newspaper i.e. quality of

News, price, brand name etc.

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To find out the awareness & response of

different financial dailies.

RESEARCH METODOLOGY

DEFINING THE PROBLEM AND RESEARCH OBJECTIVES

DEVELOPING THE RESEARCH PLAN

COLLECTING THE INFORMATION

ALALYSING THE INFORMATION

PRESENTING THE FINDING

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RESEARCH DESIGN

The research design is a component of the

research plan where various types of research carried is

planned. Based on cost benefit and risk involved, the type of

research design is chosen which would give solutions to the

marketing problem at hand.

The design of research study is based on the

purposed of the study; if descriptive information is needed,

then a quantitative study is likely to be undertaken; if the

purpose is to get new ideas, then a qualitative study may in

order.

Certain information needs like age, sex, income,

etc. are obtained from IRS reports and for other information

of preferences for Sanj Samachar, I have opted for

quantitative research design.

QUANTITATIVE RESEARCH DESIGN :-

This design includes the method for collecting the

data, the sample design and the construction of data

collection instrument.

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DATA COLLECTION METHOD:-

There are three basic ways to collect primary data

in quantitative research; by observing behavior, by

experimentation or by survey.

I have selected the survey method by preparing a

questionnaire and then randomly selecting 150 people to fill

the questionnaire.

I have also done telephonic short interviews with

the advertisers.

My data collection instrument i.e. questionnaire

was interesting and very objective and easy to complete. It

was close ended type.

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SOURCE OF DATAThe research plan calls for gathering secondary

data, primary data, or both. Secondary data consists of

information that already exists somewhere, having been

collected for another purpose. Otherwise the researcher has

to gather primary data, which consists of original information

for the specific purpose at hand.

PRIMARY DATA

The primary data used for my study are

questionnaire containing questions regarding readers

perception about Sanj Samachar. Interviews for information

from editor Mr. Y. N. Shah., Sub Editor Mr. B. N. Shah,

heads of circulation department, advertising department, etc.

Interviews of advertisers and their advertising agents.

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SECONDARY DATA

The secondary data was available from:

ABC Reports

IRS Reports

JAI HIND Souvenir

Advertisement leader of SANJ

SAMACHAR, AAJ KAAL and AKILA.

JAI HIND procures

Other company records

Form the above two types of Primary and

Secondary data, I use primary data for collecting theinformation.

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SAMPLING PROCEDURE

An integral component of the researchdesign is the sampling plan. Specifically, it addresses three

questions;

Whom to Survey? [The sampling unit]

How many to Survey? [The sample size]

How to select them? [The sampling

procedure]

1. THE SAMPLING UNIT:

The population for the present study is defined as

All the readers, Buyers and Advertisers of Sanj Samachar,

in Rajkot City.

ELEMENT

Readers/Buyers, Advertisers

SAMPLING UNIT

Readers/Buyers, Advertisers

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EXTENT

Who read Sanj Samachar or those who used

to read Sanj Samachar and have how stopped reading it

and/or have started reading some other business paper.

TIME

At that time

2. SAMPLE SIZE

The sample size of my research is 150 people

which consists of Businessman, Serving People,

Housewives, Students etc.

3. SAMPLING PROCEDURE

I have selected the non-probability sampling

method for my survey. Under it I have gone for convenience

sampling. Here I have selected the most accessible

population members from which to obtain information.

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SCOPE OF THE STUDY

The research is limited to Rajkot City.

The time allotted for preparing the report is

30 days.

The objective is to know the demographic

details and perception of readers of Sanj Samachar and to

prove the number UNO position of Sanj Samachar among all

evening readers.

Findings of areas where the weakness of

Sanj-Samachar lies and recommendations for better position of

Sanj-Samachar.

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THEORITICAL BACKGROUND OF THESTUDY

This study is concerned with the buying

behavior of the readers of news papers. So first of all we

have to define consumer and their buying behavior.

Consumer is a person who consumes products

for the satisfaction of his need for which he has paid a

price in exchange of the product.

The consumer behavior is the study of how

individuals make decisions to spend their available

resources [Time, Money, Effort] on consumption related

items.

Consumer behavior research goes far beyond

all this facets and encompasses all of the behavior that

consumers display in searching for, purchasing, using,

evaluating and disposing of products and services that

they expect will satisfy their needs.

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As students of human-behavior we are

concerned with understanding consumer behavior; with

gaining insights into why individuals act in certain

consumption related ways and with learning what

internal/external influences impel them to act as they do.

The field if consumer behavior is rooted in the

marketing concept.

Consumer research is the methodology used to

study consumer behavior. There are two major theoretical

perspectives concerning the study of consumer behavior.

Positivists tend to be objective and empirical, to

seek causes for behavior and to conduct research studies

that can be generalized into larger population.

Interpritivists tends to be qualitative and based

on small samples. Although they ten to view each

consumption situation as unique and nonreplicable, they

seek to find common patterns of operative values,meanings, and behavior across consumption situations.

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QUESTIONNAIRE ANALYSIS

(1) Gender: Male / Female

Object of the question: By questioning we

can be known the specification of gender and also we

can be able to classify the reading criteria.

No. of respondents.

Male 103

Female 47

Male69%

Female

31%

Male

Female

Description of the chart :

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As the ratio of female respondents is 31% and

male respondents were 69%. Therefore the male readers

are the more than the female readers.

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(2) In which media do you believe the most?

Newspaper

News channel

Both

Objective of this question:

The objective behind this question is that in

current market in what media respondents are believe the

most, whether they are prefer newspaper or news

channels.

Figures from the respondents

The Newspaper 117

News Channels 26

Both 07

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News paper

78%

News

Channel

17%Both

5%

News paper

News Channel

Both

Description:

Out of the total respondents 78% believe in the

news paper and 17% believe in News cannel and 5%

believe in both.

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(3) Do you read the newspaper regularly?

Yes / No

Object of the question:

By this question only we can know that how

many numbers of respondents are reading the

Newspaper regularly.

Yes 142

No 08

yes

95%

No5%

yes

No

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Description of the chart:

Out of the total respondents app. 95% are

reading the Newspaper regularly, and the rest of them

are not reading the reason for that they may not be

reading the newspaper regularly or they may prefer other

media for getting the information.

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(4) If yes, then please specify which newspaper you

are reading. Sanj Samachar, Aaj Kaal, Akila

Aaj Kaal 25

Akila 60

Sanj Samchar 65

Object of the question:

By this question only we can know that which

brand is popular in market. and can be aware about the

market player and preference for that . also, we can know

the market share for this segment.

Aaj kal

17%

Akila

40%

Sanj

Samachar

43%

Aaj kal

Akila

Sanj Samachar

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Description:

So, that form the above information I can

say that most of people prefer to read the Sanj Samachar

because Sanj Samachar provides all the news and all

types of advertisement.

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(5) Have you subscribed any Newspaper?

Yes / No


The answer of this question informed us that

how many numbers of the respondent are real

subscribers of the particular newspaper.

Figures of the respondents

Yes 112

No 38

Yes75%

No

25%

Yes

No

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Description:

Out of the total respondents 75% of them have

subscribers any of the newspaper. And rests of them

25% are not subscriber of the any newspaper.

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(6) On the basis of which parameters you select the

newspaper?

Reliability of the News Price

News Columns Supplements

Brand Name Availability

Objective of this question?

As the answer of this question give the

Parameters for selecting different newspaper, so on the

basis of that parameters a firm can decide the content

strategy for the Newspaper.

Reliability of the News 48 Price 21

News Columns 37 Supplements18

Brand Name 17 Availability 09

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R. N.

32%

N. C.

25% B. N.

11%

Price

14%

S. P.

12%Ava

6%

R. N.

N. C.

B. N.

Price

S. P.

Ava


As per the answer of the respondents 32% are

believe that reliability of news is the Most effecting factor

for selecting Newspaper 25% are with News columns forselecting newspaper, 14% are preferred the price of the

newspaper, 12% have preferred the supplements for

selecting news paper 11% have preferred the Brand

name, and 6% have preferred the availability of the

newspaper.

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(7) What do you like to read most in the news paper?

Political News Business News

Sport News Movie & Ent.

Editorial News Current events

Stock Market Information Advertisement

Objective of this question

As the answer of this question give the

information that in this segment what people are reading

the most, so on the basis of that a firm can decide the

content strategy for the newspaper and can develop the

content of the Newspaper.

0

5

10

15

20

25

P.N.

B.N.

Edi.

S.N.

M.E.N.

C.N.

S.M.I.

Add.

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As per the opinion of the respondents, 8% first

prefer to read political New in the News paper, 22% first

prefer to read Business news, 11% first prefer to read

Editorial news, 6% first prefer to read sports news, 12%

first prefer to Read movie and entertainment news, 22%

first Prefer to read current news, 17% first prefer to read

stock market information and news, and 2% first prefer to

watch advertisement of the newspaper.

(8) Does the price of the news paper justify its quality?

Yes/No


This question give the importance to the price,

that how many readers believe that price of theNewspaper effect the quality of the Newspaper.

Figures of the respondents

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Yes 27

No 123

Yes

18%

No

82%

Yes

No


Out of the total respondents 18% believe that

the price of the newspaper justify its quality and the rest

of 82% does not believe that the price of the newspaper

justify its quality, because if the newspaper firm have

proper management than the price does not effect to its

quality.

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(9) Where do you prefer to read the news paper?

At home

At office

At library

Other


The answer of this question give place where the

respondents presser to read the Newspaper.

Figure from the respondents

At Home 87

At Office 26

At Library 07

Other 30

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At Home

58%

At office

17%

At liabrary

5%

Other place20%

At Home

At office

At liabrary

Other place

Description:

Out of total respondents 58% prefer the at the

home as a best place to read the news paper and 17%

prefer at the office for reading the newspaper and 5%

prefer the library to read the newspaper and 20% prefer

the other place to read the newspaper.

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>15 MIN

32%

48%

30-60 MIN

20%

>15 MIN

15-30 MIN

30-60 MIN

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(11) Over all satisfaction with Sanj Samachar.

Fully Satisfied

Satisfied

Dissatisfied

Figures:

Fully Satisfied 50

Satisfied 80

Dissatisfied 20

Fully Satisfied

33%

Satisfied

53%

Dissatisfied

14%

Fully Satisfied

Satisfied

Dissatisfied

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Description:

So, that I can say that 33% people are fully

satisfied and 53% people are satisfied and 14% people

are dissatisfied.

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(12) Do you recommended others?

YesNo

Figures:

Yes 120

No 30

yes

80%

No

20%

yes

No

Description:

In that I observe that 80% people recommended to othersand rest of 20% people not recommended to others.

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LIMITATION OF THE STUDY

To err is humane and to forgive is divine.

Concentrating on the first par, we can say that no body is

100% perfect in what he/she does. By knowingly or

unknowingly he commit mistake. Along with the analysis

of the data, we I have also tried to analyze the problem I

have faces and the limitations that came on my way,

which are as followed.

The respondents may not give correct

answers due to personal bias.

The number of respondent of survey was

150 which were not enough for the study

of this segment of market.

The research was limited to Rajkot City

only so there is limitation of area for an

appropriate analysis.

As I am not the expert in this field, the

results may not be as perfect as it shouldbe for the company to take any action

related to this problem.

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It is one of the many study and therefore

doesnt cover a large number of

respondents and even grater area.

Though there were some limitations in my way,

than also I have tried my best level to bring out the right

picture, which is nearly reflecting the true situation that is

prevailing in the market.

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FINDINGS1) As the persons get news from TV or from morning

editions some of them dont prefer buying an evening

reader.

2) The best three reasons for buying Sanj-Samachar are :

(i) First is Local News

(ii) Second is Articles

(iii) Third is on time and easy availability3) Major people are satisfied with printing, easy and on

time availability of Sanj-Samachar. Major people are

neutral to price, quality of pages and language. Major

people are unsatisfied with no of pages.

4) Regarding to information coverage major people are

satisfied with articles, local news and political news,

Major People are unsatisfied with educational coverage,

problems of people and problems of trade and ind.

Other factors are rated neutral.

5) People also want S.S. to have certain columns for

editorials and share market news. And some people dofind S.S. quite routine and not much useful for their

occupation.

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CONCLUSION

Sanj Samacchar is an evening reader in Rajkot

and like a second par of Jai-Hind that is an evening

edition. It gives fresh news from morning onwards.

It is the number UNO Evening reader in

Saurashtra Kutch region. It is rated first in matter of

printing and local news.

The price is reasonable along with itssupplements. It should improve international news

coverage and coverage of other fields.

It should also give certain specific news so that

people find it useful for their occupation like, Doctors

column, Engineers column etc.

We can conclude that Sanj Samachar holds a

strong position in Rajkot city and it should strive to keep

up its position in the market and among the readers by

increasing contents, no. of pages, advanced printing and

lower price.

In this way also the advertisers will be temptedto give more ads in Sanj Samachar.

Thus Sanj Samachar should deep up its

readers expectations.

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NEWSPAPER READERSHIP SURVEY

(1) Name

____________________________________

(2) Address

____________________________________

____________________________________

________________________________________________________________________

(3) Contact No. _________________

(4) E-mail ID ________________________________

(5) Gender : Male [ ] Female [ ]

(6) Education Qualification

Graduate [ ] PG [ ]

Other Specify___________________________

(7) Occupation _______________________________

(8) In which media you believe the most?

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Newspaper [ ]

News Channel [ ]

(9) Do you read the newspaper regularly?

Yes [ ] No [ ]

(10 ) If yes then,

Aaj Kaal [ ] Akila [ ] Sanj-Samachar [ ]

(11) Have you subscribe any newspaper?

Yes [ ] No [ ]

(12) On the basis of which parameters you select the

newspaper?

Reliability of News [ ] Availability [ ]

News Columns [ ] Price [ ]

Brand Name [ ] Supplements [ ]

(13) What do you like to read the most in the

newspaper? (Give the Rank)

Political News [ ] Business News [ ]Editorial [ ] Sport News [ ]

Movies & Entertainment [ ] Current Events [ ]

Stock Market Information [ ] Advertisement [ ]

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(14) Does the price of newspaper justify its quality?

Yes [ ] No [ ]

(15) Where do you prefer to read the news paper?

At Home [ ] At Office [ ] At Library [ ]

(16) Overall satisfaction with Sanj Samachar.

Fully Satisfied [ ]

Satisfied [ ]

Dissatisfy [ ]

(17) Do you recommend?

Yes [ ]

No [ ]

(18) According to you why people should read the

newspaper?

__________________________________________________________________________________________

__________________________________________

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THANK YOU,

BIBLIOGRAPHY

1) Marketing management by Philip Cotler.

2) Consumer behavior by Leon Schiffman and Leslie Lazar

Kanuk.

3) Study material of consumer behavior and marketing

research.

4) Jai Hind Souvenir.

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Sanj Samachar (1) MBA Porject Report Prince Dudhatra

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