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A RESEARCH REPORT ON
“MARKET ANALYSIS AND READING CRITERIA”
“SANJ SAMACHAR”
(For Partial Fulfillment of MBA)
Submitted By:- Guided By:-
PARAKHIYA VASANTKUMAR R. Mr. AKHILESH SHUKLA
MBA 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:-
2008-2010
PREFACE
In today’s 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:-____________
CONTENT
SR.NO. TOPICS PAGE NO.
1 INTRODUCTION OF ADVERTISING 1 Meaning 3 Definition 4 Types of Advertising 5 History 12 Advertising Agency In India 13
2 INTRODUCTION TO THE STUDY 14
General Introduction 15
Brief Introduction To The Paper 16
History Of Sanj Samachar 17
Organizational Hierarchy 18
Statement Of The Problem 19
Aims And Objectives Of The Study 20
3 THE STUDY OF RESEARCH METHODOLOGY 21
Introduction To Research Report 22
Research Methodology 23
Research Design 24 Source Of Data 26 Sampling Procedure 27
Scope Of The Study 29
4 STUDY OF BACK GROUND 30
The Study Of Theoretical Background 31
Questionnaire Analysis 32
5 NEWSPAPER READERSHIP SURVEY 45
6 LIMITATION OF THE STUDY 48
SR.NO. TOPICS PAGE NO.
7 SUGGESTION AND FINDINGS 49
8 CONCLUSION 50
9 BIBLIOGRAPHY 51
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 company’s 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 company’s 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
company’s 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 Cruise’s 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 emphasis’s that advertising space or
time must be purchased
2. Its “non personal” nature emphasis’s 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 company’s 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 INTRODUCTION
Generally 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
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 OperationLarge
Editor Mr. Yashvant N. Shah
Price Rs. 2/-
Present Sales figure Approximately 75,000 Copies Per Day.
HISTORY OF SANJ SAMACHAR
It 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
Proprietor
Editor Section Account Section
Editor
Deputy Editor
Chief News Reporter
Circulation Manager
Chief Accountant
Clerical Staff
Reporter
Sub Editor
Chief Desk Reporter
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 it’s 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 STUDY
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 IS TO FIND:-
Rajkot as a potential market for eveningwear’s
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
reader’s 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.
Yes 142
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 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 Supplements 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 Newspaper 117
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 doesn’t 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 don’t prefer
buying eveningwears.
The best three reasons for buying Sanj-Samachar are :
o First is Local News
o Second is Articles
o 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 Eveningwear’s 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 reader’s 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
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www.google.com
www.yahoo.com
