Preface
In today’s era of cut-throat competition BBA and MBA are sure to have an edge over their counter parts.
During Graduation in Businessman Administration program, students come in direct contact with the real corporate world through Industrial Training. A BBA program provides its students with an in-depth study of various managerial activities that are performed in any organization.
A detailed research/analysis of managerial activities conducted in various departments like finance, marketing, human resources, production, credit management department, etc. gives the student a conceptual idea of what they are expected to manage, how to manage and how to obtain the maximum output through minimum inputs of resources available and how to minimize the wastage of resources.
As a BBA student, I have taken my industrial Training at Sanj Samachar. From Rajkot Branch. And completed my research work at Rajkot.
1 Acknowledgement
I am feeling great pleasure in submitting this report and it is my great opportunity to convey thanks to all of them who have helped me in completing this report. There are many people who play a very vital role in our achievements but giving a vote of thanks to that great people is also one achievement. And this opportunity I have got at a time of submitting this report.
Firstly, I am indebted to Saurashtra University for the introduction of systematic learning method.
Secondly I would like to take this opportunity of expressing my profound and inevitable gratitude to the Sanj Samachar for giving me a great opportunity for doing market research and develop such strategies, and I am also thankful to all staff members of the firm for kind response and guidance. Especially I take this opportunity to thank Mr. K. R. Trivedi without him my project would never have been possible.
2 I am also thankful to my college authority and especially my project guide Prof., Dr. Manish Thaker for continuous encouragement and guidance.
And lastly, I am thankful to all my friends and others who have helped me in completing this report.
Thanking you.
Mordiya Manoj M.
3 Declaration
I,Mordiya Manoj M, a student of T.Y.B.B.A. at Smt. M. T. Dhamsania College, Rajkot, here by declare that the project work presented in this report is my own work and has been accomplished under the kind supervision of our project guide Prof., Dr. Manish Thaker.
This research work and the report have not been previously submitted to any other university or college for any other examination.
Date : Signature
Place : (Mordiya Manoj M.)
4 INDEX Sr.no Particular Page 1. General introduction 07 2. Brief introduction to the paper 08 3. History of the sanj - samachar 09 4. Organizational hierarchy 11 5. Statement of the problem 12 6. Aims and objective of the study 14 7. Introduction to the research report 15 8. Research methodology 17 9. Research design 18 10. Source of the data 20 11. Sampling procedure 22 12. Scope of the study 24 13. Theoretical background of the study 25 14. Questionnaires analysis 27 15. Limitation of the study 48 16 Finding 50 17. Conclusion 51 18. Survey of the S.S. evening news paper 52 19. Bibliography 55
5 INTRODUCTION TO THE STUDY
6 GENERAL INTRODUCTION
Generally the people of Saurashtra have a habit of reading two newspaper a day, a morning and an evening reader. The weather in saurashtra being hot and humid, forces the people to have their afternoon siesta and wake up in the evening to have their regular doze of tea with which they want a fresh newspaper which serves them the local items, shopping guide, entertainment program and set them for a relaxed night.
This is why an evening reader has more hold in saurashtra than in other metropolitan cities like Ahmedabad, Baroda, Surat, etc.
SANJ-SAMACHAR is widely read newspaper and is the largest Gujarati evening reader. Putting technology advancement in the forefront it has progressed fast and incessantly striving for better quality. This is fully evident in the ever growing readership. It also reaches to a large number of centers in the rural areas. JAI-HIND and SANJ- SAMACHAR together constitute the largest circulated daily in saurashtra and kutch. SANJ-SAMACHAR is published every evening except Sunday and it publishes its supplement on Saturday.
7 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 SALESFIGURE: APPROXIMATELY 75,000 COPIES PER DAY.
8 HISTORY OF SANJ SAMACHAR
The country attained freedom in 1947. Shortly thereafter, more than two hundred princely states were transformed into a united state of Saurashtra. A new era of development, democracy and freedom an imperative need of the hour that free and fearless press of the hour that free and fearless press commenced and developed from Saurashtra to express and echo the voice of the people, problems and grievances of the people.
It was in this period and it was under such circumstances that late Shri Narottamdas L. Shah popularly known as Babubhai Shah, conceived an idea of publishing a Gujarati daily from Rajkot. In those days, such idea, such enterprises were rather beyond one’s understanding and comprehension for the people in saurashtra region. As such, Babubhi’s idea or a dream of publishing a Gujarati daily from Rajkot was rather ridiculed by his own friends and family members.
But Babubhai was a man of iron will, a man of very strong will power. As such, in spite of all obstacles, all
9 difficulties and all advertises, Babubhai could materialize his idea and could relies and fulfill his dream. Jaihind daily commenced in 1948, and is the oldest and most popular newspaper in Saurashtra and Kutch region and is published simultaneously from Rajkot and Ahemedabad.
While Sanj-Samachar was launched in 1986, which is the evening edition of ‘Jai-Hind’. It is full-fledged daily news-paper and is highest circulated Gujarati evening daily. It is widely circulated in a large number of Urban and Rural centers in all the districts of Saurashtra – Kutch region.
Both ‘Jai-Hind’ and ‘Sanj-Samachar’ offer esteemed advertisers the highest reach in target segment of Gujarat region at most economical rate.
10 ORGANISATIONAL HIRARCHEY
PROPRITER
EDITOR SECTION ACCOUNT SECTION
EDITOR CIRCULATION MANAGER
DEPUTY EDITOR CHIEF ACCOUNTANT
CHIEF NEWS REPORTER CLERICAL STAFF CHIEF DESK REPORTER
SUB EDITOR
REPORTER
11 STATEMENT OF THE PROBLEM
Problem definition is the foundation of any market research program. Without knowing the problem area any research cannot be started. Problems are framed in questions about relationships that can be tested. Consumer and consumer needs are the focus of marketing, unlike selling where a product, production, or sales orientation exists. Hence, it is imperative for a marketer to thoroughly understand the consumers, to be a successful marketer. An Indian consumer is quiet different from consumers elsewhere, but the diversity present within India is more compared to consumers elsewhere. Even Indian market is a fast developing market so there is always a fierce competition is an industry. The skew ness that exists in incomes, languages, cultures, sub- cultures, makes it a Herculean task to typify an Indian consumer.
12 Similarly, it is very difficult for a newspaper to make it’s customers a loyal reader of it’s brand.
A newspaper has two types of customers 1. The Readers 2. The Advertisers.
13 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 marketer’s problems.
OBJECTIVE SET FOR PRESENT STUDY ARE TO FIND
Rajkot as a potential market for evening readers Socio-cultural background of Rajkot Rajkot as a consumer market
14 Why evening readers are more successful in Rajkot than in other metropolitan cities like Ahmedabad, Baroda, etc.
Qualitative and Quantitative analysis of Sanj- Samachar in Rajkot. To identify readers expectation for Sanj- Samachar.
15 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.
16 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
17 RESEARCH DESIGN
The research design is a component of the research plan where various types of research carried is planned. Based on cost benefit and risk involved, the type of research design is chosen which would give solutions to the marketing problem at hand. The design of research study is based on the purposed of the study; if descriptive information is needed, then a quantitative study is likely to be undertaken; if the purpose is to get new ideas, then a qualitative study may in order. Certain information needs like age, sex, income, etc. are obtained from IRS reports and for other information of preferences for Sanj Samachar, I have opted for quantitative research design.
QUANTITATIVE RESEARCH DESIGN :-
This design includes the method for collecting the data, the sample design and the construction of data collection instrument.
18 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.
19 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.
20 SECONDARY DATA
The secondary data was available from: ABC Reports IRS Reports JAI – HIND Souvenir Advertisement leader of SANJ – SAMACHAR, AAJ – KAAL and AKILA.
JAI – HIND procures Other company records
Form the above two types of Primary and Secondary data, I use primary data for collecting the information.
21 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]
1. THE SAMPLING UNIT: The population for the present study is defined as “All the readers, Buyers and Advertisers of Sanj – Samachar, in Rajkot City.”
ELEMENT Readers/Buyers, Advertisers SAMPLING UNIT Readers/Buyers, Advertisers
22 EXTENT Who read “Sanj – Samachar” or those who used to read Sanj – Samachar and have how stopped reading it and/or have started reading some other business paper.
TIME At that time
2. SAMPLE SIZE The sample size of my research is 150 people which consists of Businessman, Serving People, Housewives, Students etc.
3. SAMPLING PROCEDURE I have selected the non-probability sampling method for my survey. Under it I have gone for convenience sampling. Here I have selected the most accessible population members from which to obtain information.
23 SCOPE OF THE STUDY
• The research is limited to Rajkot City.
• The time allotted for preparing the report is 30 days.
• The objective is to know the demographic details and perception of readers of Sanj – Samachar and to prove the number UNO position of Sanj – Samachar among all evening readers.
• Findings of areas where the weakness of Sanj-Samachar lies and recommendations for better position of Sanj-Samachar.
24 THEORITICAL BACKGROUND OF THE STUDY
This study is concerned with the buying behavior of the readers of news papers. So first of all we have to define consumer and their buying behavior. Consumer is a person who consumes products for the satisfaction of his need for which he has paid a price in exchange of the product. The consumer behavior is the study of how individuals make decisions to spend their available resources [Time, Money, Effort] on consumption related items. Consumer behavior research goes far beyond all this facets and encompasses all of the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.
25 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.
26 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
Male 69%
Male Female
Female 31%
Description of the chart :
27 As the ratio of female respondents is 31% and male respondents were 69%. Therefore the male readers are the more than the female readers.
28 (2) In which media do you believe the most? Newspaper News channel Both
Objective of this question:
The objective behind this question is that in current market in what media respondents are believe the most, whether they are prefer newspaper or news channels.
Figures from the respondents
The Newspaper 117 News Channels 26 Both 07
29 News paper 78%
News paper News Channel Both News Channel Both 17% 5%
Description: Out of the total respondents 78% believe in the news paper and 17% believe in News cannel and 5% believe in both.
30 (3) Do you read the newspaper regularly?
Yes / No
Object of the question:
By this question only we can know that how many numbers of respondents are reading the Newspaper regularly.
Yes 142 No 08
yes 95%
yes No
No 5%
31 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.
32 (4) If yes, then please specify which newspaper you are reading. Sanj – Samachar, Aaj – Kaal, Akila
Aaj – Kaal 25 Akila 60 Sanj – Samchar 65
Object of the question: By this question only we can know that which brand is popular in market. and can be aware about the market player and preference for that . also, we can know the market share for this segment.
Akila 40%
Aaj kal Sanj Akila Samachar Sanj Samachar 43%
Aaj kal 17%
33 Description: So, that form the above information I can say that most of people prefer to read the Sanj Samachar because Sanj Samachar provides all the news and all types of advertisement.
34 (5) 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 are real subscribers of the particular newspaper.
Figures of the respondents Yes 112 No 38
Yes 75%
Yes No
No 25%
35 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.
36 (6) On the basis of which parameters you select the newspaper?
Reliability of the News Price News Columns Supplements Brand Name Availability
Objective of this question? As the answer of this question give the Parameters for selecting different newspaper, so on the basis of that parameters a firm can decide the content strategy for the Newspaper.
Reliability of the News 48 Price 21 News Columns 37 Supplements18 Brand Name 17 Availability 09
37 N. C. 25% B. N. 11% R. N. N. C. Price B. N. 14% Price
R. N. S. P. 32% S. P. Ava Ava 12% 6%
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% are preferred the price of the newspaper, 12% have preferred the supplements for selecting news paper 11% have preferred the Brand name, and 6% have preferred the availability of the newspaper.
38 (7) What do you like to read most in the news paper?
Political News Business News Sport News Movie & Ent. Editorial News Current events Stock Market Information Advertisement
Objective of this question As the answer of this question give the information that in this segment what people are reading the most, so on the basis of that a firm can decide the content strategy for the newspaper and can develop the content of the Newspaper.
25
20 P.N. B.N. 15 Edi. S.N. M.E.N. 10 C.N. S.M.I. 5 Add.
0
39 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.
(8) Does the price of the news paper justify it’s 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
40 Yes 27 No 123
No 82%
Yes No
Yes 18%
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.
41 (9) Where do you prefer to read the news paper?
At home At office At library Other 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 87 At Office 26 At Library 07 Other 30
42
At office 17% At Home At Home 58% At liabrary At office 5% At liabrary Other place
Other place 20%
Description: Out of total respondents 58% prefer the at the home as a best place to read the news paper and 17% prefer at the office for reading the newspaper and 5% prefer the library to read the newspaper and 20% prefer the other place to read the newspaper.
43 (10) How much time spent in reading Sanj samacahar?
>15 MIN 15-30 MIN 30-60 MIN
Figures: >15 MIN 32% 15-30 MIN 48% 30-60 MIN 20%
44 15-30 MIN 48%
>15 MIN 15-30 MIN 30-60 MIN
>15 MIN 32% 30-60 MIN 20%
45 (11) Over all satisfaction with Sanj Samachar.
Fully Satisfied Satisfied Dissatisfied
Figures: Fully Satisfied 50 Satisfied 80 Dissatisfied 20
Satisfied 53%
Fully Satisfied Satisfied Dissatisfied Fully Satisfied 33% Dissatisfied 14%
46 Description:
So, that I can say that 33% people are fully satisfied and 53% people are satisfied and 14% people are dissatisfied.
47 (12) Do you recommended others?
Yes No
Figures: Yes 120 No 30
yes 80%
yes No
No 20%
Description:
In that I observe that 80% people recommended to others and rest of 20% people not recommended to others.
48 LIMITATION OF THE STUDY
“To err is humane and to forgive is divine”. Concentrating on the first par, we can say that no body is 100% perfect in what he/she does. By knowingly or unknowingly he commit mistake. Along with the analysis of the data, we I have also tried to analyze the problem I have faces and the limitations that came on my way, which are as followed.
The respondents may not give correct answers due to personal bias. The number of respondent of survey was 150 which were not enough for the study of this segment of market. The research was limited to Rajkot City only so there is limitation of area for an appropriate analysis.
As I am not the expert in this field, the results may not be as perfect as it should be for the company to take any action related to this problem.
49 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.
50 FINDINGS
1) As the persons get news from TV or from morning editions some of them don’t prefer buying an evening reader. 2) The best three reasons for buying Sanj-Samachar are : (i) First is Local News (ii) Second is Articles (iii) Third is on time and easy availability 3) Major people are satisfied with printing, easy and on time availability of Sanj-Samachar. Major people are neutral to price, quality of pages and language. Major people are unsatisfied with no of pages.
4) Regarding to information coverage major people are satisfied with articles, local news and political news, Major People are unsatisfied with educational coverage, problems of people and problems of trade and ind. Other factors are rated neutral.
5) People also want S.S. to have certain columns for editorials and share market news. And some people do find S.S. quite routine and not much useful for their occupation.
51 CONCLUSION
Sanj Samacchar is an evening reader in Rajkot and like a second par of Jai-Hind that is an evening edition. It gives fresh news from morning onwards. It is the number UNO Evening reader in Saurashtra Kutch region. It is rated first in matter of printing and local news. The price is reasonable along with 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.
52 NEWSPAPER READERSHIP SURVEY
(1) Name ______
(2) Address ______
(3) Contact No. ______
(4) E-mail ID ______
(5) Gender : Male [ ] Female [ ]
(6) Education Qualification Graduate [ ] PG [ ] Other Specify______
(7) Occupation ______(8) In which media you believe the most?
53 Newspaper [ ] News Channel [ ]
(9) Do you read the newspaper regularly? Yes [ ] No [ ]
(10 ) If yes then, Aaj – Kaal [ ] Akila [ ] Sanj-Samachar [ ]
(11) Have you subscribe any newspaper? Yes [ ] No [ ]
(12) On the basis of which parameters you select the newspaper? Reliability of News [ ] Availability [ ] News Columns [ ] Price [ ] Brand Name [ ] Supplements [ ] (13) What do you like to read the most in the newspaper? (Give the Rank) Political News [ ] Business News [ ] Editorial [ ] Sport News [ ] Movies & Entertainment [ ] Current Events [ ] Stock Market Information [ ] Advertisement [ ]
54 (14) Does the price of newspaper justify its quality? Yes [ ] No [ ]
(15) Where do you prefer to read the news paper? At Home [ ] At Office [ ] At Library [ ]
(16) Overall satisfaction with Sanj – Samachar. Fully Satisfied [ ] Satisfied [ ] Dissatisfy [ ]
(17) Do you recommend? Yes [ ] No [ ]
(18) According to you why people should read the newspaper? ______
55 THANK YOU, BIBLIOGRAPHY
1) Marketing management by Philip Cotler. 2) Consumer behavior by Leon Schiffman and Leslie Lazar Kanuk. 3) Study material of consumer behavior and marketing research.
4) Jai – Hind Souvenir.
56