The present document can't read!
Please download to view
Please download to view
This Is My Research Report On Newspaper Media In Gujarat Saurashtra Regions. Sanj Samachar Is Very Famous News Paper In Saurashtra.
Download Sanj Samachar
A RESEARCH REPORT ON âMARKET ANALYSIS AND READING CRITERIAâ âSANJ SAMACHARâ (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 todayâs 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. TOPICS PAGE NO. 1 INTRODUCTION OF ADVERTISING 1 Â· Meaning 3 Â· Definition 4 Â· Types of Advertising 5 Â· History 12 Â· Advertising Agency In India 13 2 INTRODUCTION TO THE STUDY 14 Â· General Introduction 15 Â· Brief Introduction To The Paper 16 Â· History Of Sanj Samachar 17 Â· Organizational Hierarchy 18 Â· Statement Of The Problem 19 Â· Aims And Objectives Of The Study 20 3 THE STUDY OF RESEARCH METHODOLOGY 21 Â· Introduction To Research Report 22 Â· Research Methodology 23 Â· Research Design 24 Â· Source Of Data 26 Â· Sampling Procedure 27 Â· Scope Of The Study 29 4 STUDY OF BACK GROUND 30 Â· The Study Of Theoretical Background 31 Â· 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. That same year, according to a report titled Global Entertainment and Media Outlook: 2006-2010 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. 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 companyâs 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: â¢ Increasing the sales of the product/service â¢ Creating and maintaining a brand identity or brand image. â¢ Communicating a change in the existing product line. â¢ Introduction of a new product or service. â¢ 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 companyâs 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 â 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 â 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 companyâs 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 â 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 â 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 Cruiseâs phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded. 5. Surrogate Advertising â 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 â 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 âa paid formâ of presentation emphasisâs that advertising space or time must be purchased 2. Its ânon personalâ nature emphasisâs the fact that it is not a direct or personalized presentation to one individual but to the masses 3. âPresentationâ signifies the format in which advertisement communicate 4. âPromotion âindicates 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 companyâs 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: â¢ Helps in Creation of demand for new products â¢ Helps in stabilizing the demand for the product â¢ Helps in increasing the demand for existing products â¢ Helps in introduction of new products â¢ Retail price maintenance â¢ Increase in profits â¢ Creates a brand image in the minds of consumers â¢ Reduces the cost of production â¢ Helpful in establishing a direct contact between manufacturers and consumers â¢ Helpful in getting efficient, experienced and effective middlemen 2) Benefits to Middlemen: â¢ Increases the rate of turnover of stock. â¢ Convenient in selling â¢ Stability in sales and profits â¢ Reputation created is shared by the wholesalers and the retailers alike. â¢ Ensures more economical selling â¢ Increase in sales â¢ Increase in goodwill 3) Benefits to Consumers: â¢ Provides knowledge of new products â¢ Convenient in purchasing, i.e., where and when to buy â¢ Provides opportunities to compare the merits and demerits of various substitute products â¢ Saving of time and labor â¢ No possibility of cheating by sellers â¢ Modern advertisements are highly informative â¢ Increase in the standard of living â¢ Elimination of middlemen â¢ Stresses quality and very often prices that forms an indirect guarantee to the consumers. â¢ Provides knowledge of alternative uses of products. 4) Benefits to Salesmen: â¢ Makes the introduction of new products easy â¢ Reduces sales efforts â¢ Establish good and permanent contact with the customers â¢ Helps in weighing the effectiveness of advertising. 5) Benefits to Community: â¢ Creates more employment opportunities â¢ Increases standard of living â¢ Encourages healthy competition â¢ Encourages research and development â¢ Helpful in industrial progress and prosperity â¢ Encourages art and designing â¢ 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 Operation Large 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 âJai â Hindâ and its publishers that a beginning and growth of âJai-Hindâ have a rather become synonymous with a beginning, growth and development of the publication of daily newspapers from Saurashtra region. Jai â 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 âSaurashtra Darpanâ 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, âKathiawad Timesâ, 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 itâs 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, âWhat is the purpose of this study?â, âWould attainment of research objective help solve the marketing decision dilemma the researcher faces?â, 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 marketersâ problems. OBJECTIVE SET FOR PRESENT STUDY IS TO FIND:- Â· Rajkot as a potential market for eveningwearâs Â· Socio-cultural background of Rajkot Â· Rajkot as a consumer market Â· Why eveningwears are more successful in Rajkot than in other metropolitan cities like Ahmadabad, Baroda, etc. Â· 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 âMarket analysis and reading criteria for Sanj â Samachar news paperâ. It was predetermined to give more emphasis on target market like students of management faculties. The objects were the same for all segments likeâ¦ Â· 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. Â· To identify the different reading criteria for the selection of newspaper i.e. quality of News, price, brand name etc. Â· 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. Â· QUANTITATIVE RESEARCH DESIGNS:- This design includes the method for collecting the data, the sample design and the construction of data collection instrument. Â· 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. Â· PRIMARY DATA The primary data used for my study are questionnaire â containing questions regarding readerâs perception about Sanj â Samachar. Interviews for information from Editor Mr. Y. N. Shah., Sub â Editor Mr. B. N. Shah, heads of circulation department, advertising department, etc. Interviews â of advertisers and their advertising agents. Â· SECONDARY DATA The secondary data was available from: Â· ABC Reports Â· IRS Reports Â· JAI â HIND Souvenir Â· Advertisement leader of SANJ â SAMACHAR, AAJ â KAAL and AKILA. Â· JAI â HIND procures Â· Other company records SAMPLING PROCEDURE An integral component of the research design is the sampling plan. Specifically, it addresses three questions; Â· Whom to Survey? [The sampling unit] Â· How many to Survey? [The sample size] Â· How to select them? [The sampling procedure] Â· THE SAMPLING UNIT The population for the present study is defined as âAll the readers, Buyers and Advertisers of Sanj â Samachar, in Rajkot City.â Â· ELEMENT Readers/Buyers, Advertisers Â· SAMPLING UNIT Readers/Buyers, Advertisers Â· EXTENT Who read âSanj â Samacharâ or those who used to read Sanj â Samachar and have how stopped reading it and/or have started reading some other business paper. Â· TIME At present Â· SAMPLE SIZE The sample size of my research is 150 people which consist of Businessman, Serving People, Housewives, and Students etc. Â· 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 Â· The research is limited to Rajkot City. Â· The time allotted for preparing the report is 30 days. Â· The objective is to know the demographic details and perception of readers of Sanj â Samachar and to prove the number UNO position of Sanj â Samachar among all eveningwears. Â· Findings of areas where the weakness of Sanj â Samachar lies and recommendations for better position of Sanj â 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 Â· 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. Â· No. of respondents. Male 103 Female 47 Â· 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 Â· 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 Â· 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 â Samachar, Aaj â Kaal, Akila? Aaj â Kaal 100000 Akila 90000 Sanj â Samachar 75000 Â· 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 Â· 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. Â· Figures of the respondents Yes 112 No 38 Â· 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 Â· 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 Â· 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 Â· 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. Â· 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 Â· 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. Â· Figures of the respondents Yes 27 No 123 Â· 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 Â· Objective of this question: The answer of this question give place where the respondents presser to read the Newspaper. Â· Figure from the respondents At Home 117 At Office 26 At Library 07 Â· 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 Â· 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. Â· Figures from the respondents The Newspaper 117 News Channels 26 Both 07 Â· 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 â 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 âTo err is human and to forgive is divineâ. 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. Â· The respondents may not give correct answers due to personal bias. Â· The number of respondent of survey was 150 which were not enough for the study of this segment of market. Â· The research was limited to Rajkot City only so there is limitation of area for an appropriate analysis. Â· 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. Â· It is one of the many study and therefore doesnât 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 Â· As the persons get news from TV or from morning editions some of them donât prefer buying eveningwears. Â· The best three reasons for buying Sanj-Samachar are : Â· First is Local News Â· Second is Articles Â· 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. Â· It is the number UNO Eveningwearâs in Saurashtra Kutch region. Â· It is rated first in matter of printing and local news. Â· The price is reasonable along with its supplements. Â· It should improve international news coverage and coverage of other fields. Â· It should also give certain specific news so that people find it useful for their occupation like, Doctorsâ column, Engineersâ column etc. We can conclude that Sanj â 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 â Samachar. Thus Sanj â Samachar should deep up its readerâs expectations. BIBLIOGRAPHY Â· Reference material:- Â· âKotler and Koshyâ, Marketing Management, A South Asian Perspective, Pearson Education, New Delhi. Â· Consumer behavior by Leon Schiff man and Leslie Lazar Kanuk. Â· Study material of consumer behavior and marketing research. Â· Jai â Hind Souvenir. Â· Web sites:- Â· www.sanjsamachar.in Â· www.sanjsamachar.co.in Â· www.sanjsamachar.net Â· Search Engine:- Â· www.google.com Â· 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.xls Chart1 112 38 Yes No Sheet1 Yes 112 No 38 _1330540668.xls Chart1 142 8 Yes No Sheet1 Yes 142 No 8 _1330540671.xls Chart1 103 47 Male Female Sheet1 Gender Male 103 Female 47 _1330540666.xls Chart1 100000 90000 75000 Aaj Kaal Akila Sanj Samachar Sheet1 Aaj Kaal 100000 Akila 90000 Sanj Samachar 75000 _1330540658.xls Chart1 8 22 11 6 12 22 17 2 P.N. B.N. Edi. S.N. M.E.N. C.N. S.M.I. Add. Sheet1 P.N. 8 B.N. 22 Edi. 11 S.N. 6 M.E.N. 12 C.N. 22 S.M.I. 17 Add. 2 _1330540661.xls Chart1 48 37 17 21 18 9 R. N. N.C. B.N. Price Supple. Avai. Sheet1 R. N. 48 N.C. 37 B.N. 17 Price 21 Supple. 18 Avai. 9 _1330540653.xls Chart1 117 26 7 Home Office Lib. Sheet1 Home 117 Office 26 Lib. 7 _1330540655.xls Chart1 27 123 Yes No Sheet1 Yes 27 No 123 _1330540650.xls Chart1 117 26 7 Paper Chanel Both Sheet1 Paper 117 Chanel 26 Both 7 _1330540648.xls Chart1 93 7 Regular Occasional Sheet1 Regular 93 Occasional 7