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Sanj Samachar

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This Is My Research Report On Newspaper Media In Gujarat Saurashtra Regions. Sanj Samachar Is Very Famous News Paper In Saurashtra.
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A RESEARCH REPORT ONMARKET ANALYSIS AND READING CRITERIA

SANJ SAMACHAR(For Partial Fulfillment of MBA)

Submitted By:- Guided By:-

PARAKHIYA VASANTKUMAR R. Mr. AKHILESH SHUKLAMBA Semester-IV (Asst. Lecturer)Submitted To:-K.N.V. INSTITUTE OF BUSINESS MANAGEMENT

(Affiliated to Saurashtra University, Rajkot)

B/H Khirasara Police Station

Kalavad Road, Metoda, Rajkot-360003

BATCH:-

2008-2010PREFACE

In todays era of cut-throat competition BBAs and MBAs 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.MBA programs provide 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 MBA student, I have taken my industrial Training at Sanj Samachar. From Rajkot Branch and completed my research work at Rajkot.

DECLARATION

I, the undersigned, PARAKHIYA VASANTKUMAR the students of K.N.V. Institute of Business Management Metoda (Rajkot). Here by declare that this report is my own work carried out under supervision and guidance of lecturer Sir: - Mr. AKHILESH SHUKLA. This research report has not submitted to any university or institute for examination by any one.

Date:-___________

Place:-__________

Signature

[PARAKHIYA VASANTKUMAR R.]

ACKNOWLEDGEMENTS

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

I am also thankful to my college authority and especially my project guide Mr. Akhilesh Shukla for continuous encouragement and guidance.

Thanking you.

Yours faithfully,

[PARAKHIYA VASANTKUMAR R.]

Date:-_____________

Place:-____________GENERAL INFORMATION

CONTENT

SR.NO.TOPICSPAGE NO.

1INTRODUCTION OF ADVERTISING1

Meaning3

Definition4

Types of Advertising5

History12

Advertising Agency In India13

2INTRODUCTION TO THE STUDY14

General Introduction15

Brief Introduction To The Paper16

History Of Sanj Samachar17

Organizational Hierarchy18

Statement Of The Problem19

Aims And Objectives Of The Study20

3THE STUDY OF RESEARCH METHODOLOGY21

Introduction To Research Report22

Research Methodology23

Research Design24

Source Of Data 26

Sampling Procedure 27

Scope Of The Study29

4STUDY OF BACK GROUND30

The Study Of Theoretical Background31

Questionnaire Analysis32

5NEWSPAPER READERSHIP SURVEY45

6LIMITATION OF THE STUDY48

SR.NO.TOPICSPAGE NO.

7SUGGESTION AND FINDINGS49

8CONCLUSION50

9BIBLIOGRAPHY51

INTRODUCTION

OF

ADVERTISING

ADVERTISING

INTRODUCTION

Advertising is a form of communication whose purpose is to inform potential customers about products and services and how to obtain and use them. Many advertisements are also designed to generate increased consumption of those products and services through the creation and reinforcement of brand image and brand loyalty. For these purposes advertisements often contain both factual information and persuasive messages. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, video games, the Internet (see Internet advertising), and billboards. Advertising is often placed by an advertising agency on behalf of a company.

Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes." - Attributed to Howard Gossage by David Ogilvy.

Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, on the sides of buses, heard in telephone hold messages and in-store public address systems. Advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio and print organizations which frequently spend large sums of money on advertising but do not strictly sell a product or service to the general public include: political parties, interest groups, religion-supporting organizations, and militaries looking for new recruits. Additionally, some non-profit organizations are not typical advertising clients and rely upon free channels, such as public service announcements.

Advertising spending has increased dramatically in recent years. In the United States alone in 2006, spending on advertising reached $155 billion, reported TNS Media Intelligence.[1] That same year, according to a report titled Global Entertainment and Media Outlook: 2006-2010[2] issued by global accounting firm PricewaterhouseCoopers, worldwide advertising spending was $385 billion. The accounting firm's report projected worldwide advertisement spending to exceed half-a-trillion dollars by 2010.

While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.[3] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.

Meaning

Advertising is the promotion of a companys products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget. There are several reasons for advertising some of which are as follows:

Increasing the sales of the product/service

Creating and maintaining a brand identity or brand image.

Communicating a change in the existing product line.

Introduction of a new product or service.

Increasing the buzz-value of the brand or the company.

Thus, several reasons for advertising and similarly there exist various media which can be effectively used for advertising. Based on these criteria there can be several branches of advertising

Definition

One definition of advertising is: "Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovey, 1992, p. 7) So much for academic doubletalk

Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular

Advertising - communication whose purpose is to inform potential customers about products and services

Advertising - Any paid form of no personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Advertising - Usually a companys encouragement to consumers to buy its products or services. Advertising is paid for by the sponsoring business. No journalists often confuse advertising with publicity

Advertising - A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or e future.

Types of advertising

1. Print Advertising Newspapers, Magazines, Brochures, Fliers

The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.

2. Outdoor Advertising Billboards, Kiosks, Tradeshows and Events

Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the companys products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products.

3. Broadcast advertising Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles.

4. Covert Advertising Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly (or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruises phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.

5. Surrogate Advertising Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

6. Public Service Advertising Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Ogilvy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. Ogilvy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel.

7. Celebrity Advertising

Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.

The Features of Advertising

1.The fact that it is a paid form of presentation emphasiss that advertising space or time must be purchased

2.Its non personal nature emphasiss the fact that it is not a direct or personalized presentation to one individual but to the masses

3.Presentation signifies the format in which advertisement communicate

4.Promotion indicates the objective of advertising and

5.Identified sponsor refers to the identification of the brand or the advertiser that is communicating

Today advertising has become an integral part of our social and economic structure. An increasing number of companys are spending millions of dollars on advertising in India every year.

Significance of Advertising

In every walk of business and industrial activities, there is a throat-cut competition; therefore no business can survive without advertisement. Advertisement is useful not only for the business enterprises but for the community as a whole. The economic utility of advertisement can broadly be divided into five categories:

1) Benefits to Manufacturers:

Helps in Creation of demand for new products

Helps in stabilizing the demand for the product

Helps in increasing the demand for existing products

Helps in introduction of new products

Retail price maintenance

Increase in profits

Creates a brand image in the minds of consumers

Reduces the cost of production

Helpful in establishing a direct contact between manufacturers and consumers

Helpful in getting efficient, experienced and effective middlemen

2) Benefits to Middlemen:

Increases the rate of turnover of stock.

Convenient in selling

Stability in sales and profits

Reputation created is shared by the wholesalers and the retailers alike.

Ensures more economical selling

Increase in sales

Increase in goodwill

3) Benefits to Consumers:

Provides knowledge of new products

Convenient in purchasing, i.e., where and when to buy

Provides opportunities to compare the merits and demerits of various substitute products

Saving of time and labor

No possibility of cheating by sellers

Modern advertisements are highly informative

Increase in the standard of living

Elimination of middlemen

Stresses quality and very often prices that forms an indirect guarantee to the consumers.

Provides knowledge of alternative uses of products.

4) Benefits to Salesmen:

Makes the introduction of new products easy

Reduces sales efforts

Establish good and permanent contact with the customers

Helps in weighing the effectiveness of advertising.

5) Benefits to Community:

Creates more employment opportunities

Increases standard of living

Encourages healthy competition

Encourages research and development

Helpful in industrial progress and prosperity

Encourages art and designing

Educative

HISTORY

Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This agency placed ads produced by its clients in various newspapers

In 1856 Mathew Brady created the first modern advertisement when he placed an ad in the New York Herald paper offering to produce "photographs, ambrotypes and daguerreotypes. His ads were the first whose typeface and fonts were distinct from the text of the publication and from that of other advertisements. At that time all newspaper ads were set in agate and only agate. His use of larger distinctive fonts caused a sensation. Later that same year Robert Bonner ran the first full-page ad in a newspaper.

In 1864, William James Carlton began selling advertising space in religious magazines. James Walter Thompson joined this firm in 1868. Thompson rapidly became their best salesman, purchasing the company in 1877 and renaming it the James Walter Thompson Company, which today is the oldest American advertising agency. Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising.

Advertising Agency in India

The First World War created conditions for the growth of some of the Indian consumer industries. After the war, new British investment followed. The need arose for specialized advertising services. The British India Corporation, a British firm in Kanpur, with a relatively wide range of consumer goods, set up Alliance Advertising Associates Limited. This was probably the first advertising agency in India to provide a wide variety of services. In 1922, Mr. L.A. Stronach, a senior artist of Alliance Advertising, left to start his own agency in Bombay. Thus was born a new type of business enterprise in the service sector in India.

The Indian advertising industry had a slow start and got its first boost during the Second World War. With the British personnel having to join the armed forces, opportunities opened up for Indians in this new talent-intensive business. Then followed a brief interlude of uncertainty in the years immediately following Independence. The launching of the First Five-Year Plan and more so the Second Five Year Plan, with the accent on rapid industrialization, gave an impetus to the growth of advertising agency business in India. By 1952 there were 109 advertising agencies in India with a total turnover of Rs 3.5 corer. By 1967, the number of advertising agencies had increased to 279 with a total turnover of Rs 35 corer. The Indian advertising industry has really come' into its own with the growing liberalization of the economy since the mid-eighties. According to the fourth agency report of the journal Advertising and Marketing, the Indian advertising industry grew by 36.5 per cent in 1992 -93, far outpacing the growth of Indian industry. What is significant, however, is that three of the top four advertising agencies in India continue to be subsidiaries of international advertising agencies-Hindustan Thompson Associates and Lintas India being the first two, and Ogilvy & Mather being the fourth. What is more with the new interest of many national corporations in the Indian market, a large number of international advertising agencies have entered the Indian advertising industry in collaboration with leading Indian advertising agencies. This is the process of globalization of Indian advertising agency business. This is opening up new opportunities for Indian advertising to assume greater responsibility and serve everywhere in the world and gather experience of global marketing and advertising.

INTRODUCTION

TO

THE STUDY

GENERAL INTRODUCTIONGenerally the people of Saurashtra have a habit of reading two newspapers a day, a morning and an evening. 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 has more hold in Saurashtra than in other metropolitan cities like Ahmadabad, Baroda, Surat, etc.

SANJ-SAMACHAR is widely read newspaper and is the largest Gujarati eveningwear. 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.

BRIEF INTRODUCTION TO THE PAPER

ProductSanj Samachar

CompanyJaihind Publications

Registered OfficeJaihind Press

Plant LocationBabubhai Shat Marg, Rajkot.

DurationThe Company Started On 12 March 1948.

Sanj Samachar publication Started On 15 August 1986.

Business ActivityNewspaper Allied, Publication

Scale Of OperationLarge

EditorMr. Yashvant N. Shah

PriceRs. 2/-

Present Sales figureApproximately 75,000 Copies Per Day.

HISTORY OF SANJ SAMACHARIt is rather a matter of pride and privilege for Jai Hind and its publishers that a beginning and growth of Jai-Hind have a rather become synonymous with a beginning, growth and development of the publication of daily newspapers from Saurashtra region.

Jai Hind is the first full-fledged Gujarati daily of Saurashtra and Kutch region. And it has very significant and meaningful role and contribution in commencing and developing a strong, effective and powerful force of the press media in general and Gujarati press media in particulars for the people of Saurashtra region.

In the year 1865, a publication of Saurashtra Darpan was commenced from Junagadh. During the period of princely states and prior to independence of the country, most of the publications which were brought out from Saurashtra were either weekly or fortnightly and monthly.

In the year 1890, Kathiawad Times, a weekly newspaper made an experiment of publishing a daily newspaper. But this experiment did not last for a longer period. Within a very short time, it reverted back to its original form of a weekly.

After aforesaid first unsuccessful effort for a daily newspaper, there remained a vacuum in Saurashtra in the field of journalism of daily newspaper.

ORGANISATIONAL HIRARCHEY

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 mess that exists in incomes, languages, cultures, sub-cultures, makes it a Herculean task to typify an Indian consumer.

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.

AIMS AND OBJECTIVES OF THE STUDYThe 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 IS TO FIND:-

Rajkot as a potential market for eveningwears

Socio-cultural background of Rajkot

Rajkot as a consumer market

Why eveningwears are more successful in Rajkot than in other metropolitan cities like Ahmadabad, Baroda, etc.

Qualitative and Quantitative analysis of Sanj-Samachar in Rajkot.

To identify readers expectation for Sanj-Samachar.

THE STUDY

OF

RESEARCH

METHODOLOGY

INTRODUCTION TO RESEARCH REPORT

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.

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

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 DESIGNS:-

This design includes the method for collecting the data, the sample design and the construction of data collection instrument. 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.SOURCE OF DATA

The 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.

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

SAMPLING PROCEDURE

An integral component of the research design 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]

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

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 present

SAMPLE SIZE

The sample size of my research is 150 people which consist of Businessman, Serving People, Housewives, and Students etc.

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.

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 eveningwears.

Findings of areas where the weakness of Sanj Samachar lies and recommendations for better position of Sanj Samachar.

STUDY

OF

BACK GROUND

THE STUDY OF THEORITICAL BACKGROUND

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, and 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.

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.

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

Description of the chart :

As the ratio of female respondents is 31% and male respondents were 69%

(2)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.

Yes142

No 08

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.

(2) If yes, then please specify which newspaper you are reading Sanj Samachar, Aaj Kaal, Akila?

Aaj Kaal

100000

Akila

90000

Sanj Samachar 75000

Object of the question:

By this question only we can know that which brand is popular in market.

(2) Have you subscribed any Newspaper?

Yes / No

Objective of this question:

The answer of this question informed us that how many numbers of the respondent real subscribers of the particular newspaper are.

Figures of the respondents

Yes

112

No

38

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.

(5) On the basis of which parameters you select the newspaper?

Reliability of the NewsPrice

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 News48Price

21

News Columns

37Supplements

18

Brand Name

17 Availability

09

Description of the chart:

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 for selecting newspaper, 14 have 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.

(6) What do you like to read the most in the newspaper?

Political News

Business News

Sport News

Movie and entertainment

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.

Description of the chart:

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.

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

Yes/No

Objective of this question:

This question give the importance to the price, that how many readers believe that price of the Newspaper effect the quality of the Newspaper.

Figures of the respondents

Yes

27

No

123

Description of the chart:

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.

(8) Where do you prefer to read the newspaper?

At home

At office

At library

Objective of this question:

The answer of this question give place where the respondents presser to read the Newspaper.

Figure from the respondents

At Home

117

At Office

26

At Library

07

Description:

Out of total respondents 79% prefer the home as a best place to read the newspaper and 16% prefer the office for reading the newspaper and 5% are prefer library for reading the newspaper.

(9) 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 Newspaper117

News Channels 26

Both

07

Description:

Out of the total respondents 58% believe in the news channels while the rest of them are believe in the newspaper.

(10) How much time spent in reading Sanj Samachar?

Regular Reader

Occasional Reader

Figures:

Regular

93

Occasional 07

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)Do you read the newspaper regularly?

Yes [ ]

No [ ]

(9) If yes then,

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

(10) Have you subscribe any newspaper?

Yes [ ]

No [ ]

(11) On the basis of which parameters you select the newspaper?

Reliability of News [ ]

Availability [ ]

News Columns [ ]

Price [ ]

Brand Name [ ]

Supplements

[ ]

(12) 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

[ ]

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

Yes [ ]

No [ ]

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

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

(15) In which media you believe the most?

Newspaper [ ]

News Channel [ ]

(16) According to you why people should read the newspaper?

________________________________________________________________________________________________________________________________________________.

THANK YOU,

LIMITATION OF THE STUDY

To err is human 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 should be for the company to take any action related to this problem.

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.

FINDINGS

As the persons get news from TV or from morning editions some of them dont prefer buying eveningwears.

The best three reasons for buying Sanj-Samachar are :

First is Local News

Second is Articles

Third is on time and easy availability

I. 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.

II. 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.

III. People also want S.S. to have certain columns for editorials and share market news. And some people do find S.S. quite routine and not much useful for their occupation.

CONCLUSION

Sanj Samachar is eveningwears 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 Eveningwears in Saurashtra Kutch region.

It is rated first in matter of printing and local news.

The price is reasonable along with its supplements.

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 tempted to give more ads in Sanj Samachar.

Thus Sanj Samachar should deep up its readers expectations.

BIBLIOGRAPHY

Reference material:-

Kotler and Koshy, Marketing Management, A South Asian Perspective, Pearson Education, New Delhi.

Consumer behavior by Leon Schiff man and Leslie Lazar Kanuk.

Study material of consumer behavior and marketing research.

Jai Hind Souvenir.

Web sites:-

www.sanjsamachar.in www.sanjsamachar.co.in www.sanjsamachar.net Search Engine:-

www.google.com www.yahoo.com

Reporter

Sub Editor

Chief Desk Reporter

Clerical Staff

Chief News Reporter

Chief Accountant

Deputy Editor

Circulation Manager

Editor

Editor Section

Account Section

Proprietor

_1330540663.xlsChart1

11238

Yes

No

Sheet1

Yes112

No38

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1428

Yes

No

Sheet1

Yes142

No8

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10347

Male

Female

Sheet1

Gender

Male103

Female47

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Aaj Kaal

Akila

Sanj Samachar

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Aaj Kaal100000

Akila90000

Sanj Samachar75000

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S.M.I.

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B.N.22

Edi.11

S.N.6

M.E.N.12

C.N.22

S.M.I.17

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Price21

Supple.18

Avai.9

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Office

Lib.

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Lib.7

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Yes

No

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