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“Study of Consumer preference for Kalnirnay over other calendars in Nagpur city”
Authors 1: Dr. Ruhi Bakhare, Assistance professor, Dr. Ambedkar Institute of Management Studies and Research, Deekshbhoomi, Nagpur-440010 Author 2: Ankita Bansod, MBA Sem-IV student of Dr. Ambedkar Institute of Management Studies and Research, Deekshbhoomi, Nagpur-440010 Abstract: Even in today’s world of computer age people rely on a calendar as their source of information. The popular Kalnirnay calendar is the largest selling calendar in India. Kalnirnay is a calmanac (Calendar +Almanac) published in India. The almanac gives simplified information about the Panchang, auspicious days, festivals, holidays, sunrise and sunset. It has recipes, stories on health and education, monthly Bhavishya and articles on Hindu astrology. There are different branded calendars available in the market namely Kaldarshika, Mahalakshmi, etc. but still customers have inclination towards buying Kalnirnay. Hence, this study has been undertaken to find out the preference of the customers for Klanirnay over others. The objectives of the study are: to understand the existing preference of the customer while buying New Year calendar and to find advantages of Kalnirnay. This Study uses Exploratory Research methods. The data is collected from the questionnaire, personal interview and the secondary data is collected with the help of books, magazines, journals and websites. In this report the researcher tried to know the consumer preference for Kalnirnay over other calendars from the analyzing of the responses of consumer through questionnaire and personal interview.
Keywords: Klanirnay, Consumer preference, Nagpur and Calendar.
Introduction:
The KALNIRNAY Group is known to Indians all over the world as India’s premier almanac maker. Since its inception in 1973, the group has emerged as the No. 1 and most authentic almanac maker, providing up-to-date information about India’s traditional festivities, auspicious tithis and culture. According to the Audit Bureau of Circulation (India), KALNIRNAY® is the World’s Largest Selling Publication with a circulation of 1,81,87,168
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copies.
KALNIRNAY is a yearly almanac for all religions, wherein auspicious dates, festivals and celebrations of Parsis, Jews, Muslims, Christians and others are mentioned in detail, in addition to those of Hindus. It has a consumer base of 1,40,00,000 households in India.
It is available in 7 languages: English, Marathi, Hindi, Gujarati, Tamil, Telugu and Kannada. It has 2 niche editions – Arogya and Swadistha, in this the almanac you would get information on Health and Food. Over 35 KALNIRNAY® variants cater to a varied socio-economic audience through pocket diaries which are blended with auspicious dates and tithis, KALNIRNAY® for cars, offices, as yearly planners, as desk almanac, etc. Content in regional editions is related to specific customs and traditions followed therein. Interesting articles and important information is printed on the rear side of the data-pad. This content in each language edition is separately compiled by different research scholars and experienced editors.
Statement of the Problem There are different branded calendars available in the market namely Kaldarshika, Mahalakshmi , etc. but still customers have inclination towards buying Kalnirnay. Hence, this study has been undertaken to find out the preference of the customers for Klanirnay over others.
Type of Research
The researcher has adopted exploratory research method for this study since no previous research is available on this topic. Objectives of the study 1. To understand the existing preference of the customer while buying new year calendar.
2. To find advantages of Kalnirnay
Research Design Including Sample Design:
Research design is defined as a framework of methods and techniques chosen by a researcher
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to combine various components of research in a reasonably logical manner so that the research problem is efficiently handled. It provides insights about “how” to conduct research using a particular methodology. Every researcher has a list of research questions which need to be assessed – this can be done with research design.
Population/Universe of the study - Population of this study consist areas from west Nagpur.
Sample Size - Selected areas from west Nagpur
Areas Number of respondents Ranapratap nagar 20 Trimurti nagar 20 Chatrapati nagar 20 Narendra nagar 20 Lakshmi nagar 20 Total 100
Sampling technique - 1. Convenience Sampling is used for this study. 2. Data analysis tools- ▪ MS Excel Data Collection
This study underlying with Mix Data Collection i.e. Primary Data Collection & Secondary Data Collection. As the Primary data collected from the questionnaire and personal interview and secondary data collected from books, websites and journals. Limitations of The Study 1. Study is limited to Nagpur city only. 2. Respondents opinion may be biased. 3. Respondents may not provide complete information. 4. Limitation of time and money. 5. The result may vary according to the city and if number of respondents change.
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TABLE:1.1 Gender of the Respondents
Factors No. of respondents Percentage Male 37 36 Female 65 64 Total 102 100
CHART NO. 1.1.
Interpretation • It is concluded that maximum 64 % of the respondents preferring ‘Kalnirnay’ calendar belong to female category. • Minimum 36% of the respondents preferring ‘Kalnirnay’ calendar belong to male category. TABLE NO. 1.2 Age of the Respondents
Factors No. of respondents Percentage
Below 20 3 3 20 to 40 96 94 40 to 60 3 3 Above 60 0 0 Total 102 100
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CHART NO. 1.2
Interpretation It is inferred that maximum of the respondents are in the age group 20 to 40 years with 94% who use ‘Kalnirnay’ calendar every year.
TABLE NO. 1.3 Occupation of the Respondents
Factors No. of Respondents Percentage
Student 59 58 Employee 25 24 Business Person 9 9 Other 9 9 Total 102 100
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CHART NO. 1.3
Interpretation
• It is observed that maximum 58% of student category prefers to use ‘Kalnirnay’ calendar.
• Minimum 9% of business person and other category prefer to use ‘Kalnirnay’ calendar.
TABLE NO. 1.4 Language of the Respondents
Factors No. of Respondents Percentage Hindi 28 27 Marathi 72 71 Other 2 2 Total 102 100
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CHART NO. 1.4
Interpretation
• It is observed that maximum of 71% of the respondents in Nagpur city prefer Marathi language. • Minimum of 2% of the respondents in Nagpur city prefer language other than Marathi and Hindi. TABLE NO. 1.5 Which calendar do you buy?
Factors No. of Respondents Percentage
Hindi 28 22 Marathi 72 76 Other 2 2
Total 102 100
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CHART NO. 3.5
Hindi Marathi Other
Interpretation
• It is observed that maximum of respondents in Nagpur city prefer to use calendar in Marathi language TABLE NO. 1.6 What Type Of Calendar Do You Prefer?
Factors No. of Respondents Percentage Specific to date 24 76.5 Descriptive calendar 78 23.5 Total 102 100
CHART NO. 1.6
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Interpretation • It is observed that maximum of 76.5% of respondents prefer to use descriptive calendar. • Minimum of 23.5% of respondents prefer to use specific to date type of calendar. TABLE NO. 1.7 Utility of Calendar
Factors No. of Respondents Percentage For Astrological forecast 4 4 To get crucial information about 91 89 important dates including all festivals, events and national holidays. To read articles based on 4 4 health, travel, and kitchen recipes, etc. To know monthly 3 3 horoscope Total 102 100
CHART NO. 1.7
Interpretation It is observed that maximum of the respondents prefer to use ‘Kalnirnay’ calendar to get crucial information about important dates including all festivals, events and national holidays.
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TABLE NO. 1.8 What You Like The Most To Use?
Factors No. of Respondents Percentage App of Kalnirnay 16 16 Printed calendar of Kalnirnay 86 84 Total 102 100
CHART NO. 1.8
Interpretation • It is observed that maximum of the respondents like to use printed form of ‘Kalnirnay’ calendar and very few like to use App of ‘Kalnirnay’.
TABLE NO. 1.9 Which Factor Influenced In Buying ‘Kalnirnay’?
Factors No. of Respondents Percentage Price 4 4 Crucial information about 83 81 important dates Monthly Panchang 8 8 Monthly horoscope 5 5 Articles based on health 2 2 and kitchen recipes Total 102 100
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CHART NO. 1.9
Interpretation It is observed that maximum of 81% of the respondents buy ‘Kalnirnay’ calendar for getting the crucial information about important dates and very few buy the calendar for other factors.
TABLE NO. 1.10 Quality of Information of ‘Kalnirnay’ When Compared To Other Calendars.
Factors No. of Respondents Percentage Excellent 56 55 Good 43 42 Fair 3 3 Poor 0 0 Total 102 100
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CHART NO.1.10
Interpretation • It is observed that for maximum of 55% of the respondents quality of information of ‘Kalnirnay’ calendar is excellent as compared to other calendars. • Minimum of 3% of the respondents consider quality of information of ‘Kalnirnay’ as fair.
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TABLE NO.1.11 Does The Advertisement Shown On Tv Of ‘Kalnirnay’ Calendar Affect Your Buying Decision?
Factors No. of Respondents Percentage PriceStrongly agree 16 16 Agree 36 35 Uncertain 30 29 Disagree 14 14 Strongly disagree 6 6 Total 102 100
CHART NO. 1.11
Interpretation • It is inferred that maximum 35% of the respondents strongly agree that advertisement shown on the TV of ‘Kalnirnay’ calendar affect their buying decision while minimum 6% of the respondents strongly disagree.
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TABLE NO.1.12 Who Recommend You to Use ‘Kalnirnay’ Calendar for The First Time?
Factors No. of Respondents Percentage Friends 14 14 Family 57 56 Advertisement 29 28 Other 2 2 Total 102 100
CHART NO. 1.12
Interpretation • It is observed that maximum of the respondents use ‘Kalnirnay’ on recommendation of family members. TABLE NO. 1.13 Would You Recommend It To Other?
Factors No. of respondents Percentage Yes 98 96.1 No 4 3.9 Total 102 100
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CHART NO. 1.13
Interpretation
• It is analyzed that maximum number of respondents will recommend it to others.
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TABLE NO. 1.14 Are you satisfied with the ‘Kalnirnay’ calendar?
Factors No. of Respondents Percentage cVery satisfied 65 64 Slightly satisfied 24 23 Neither satisfied nor 10 10 dissatisfied Slightly dissatisfied 1 1 Very dissatisfied 2 2 Total 102 100
CHART NO.1.14
Interpretation
It is observed that maximum 64% of the respondents are satisfied with the ‘Kalnirnay’ calendar.
Conclusion
New Year calendar play an important role in our day today life. It gives simplified information about the Panchang, auspicious days, festivals, holidays, sunrise and sunset. It has recipes, stories on health and education, monthly Bhavishya and articles on Hindu astrology.
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In this paper the consumer preference for ‘Kalnirnay’ calendar over other calendars in Nagpur city is analyzed and it has been concluded that there are different branded calendars available in the market namely Kaldarshika, Mahalakshmi , etc. but still customers have inclination towards buying Kalnirnay but majority of people prefer Kalnirnay in Marathi language as compared to Hindi and other language. The study also shows that people like to use printed form of Kalnirnay more as compared to mobile app of Kalnirnay.
Future Scope Of Study
• The study was conducted to know the consumer preference for Kalnirnay calendar over other calendars. The outcome of the study will help the company to understand the customer preference and to serve them in a better way. • The study was conducted in Nagpur city and thus only has the response of a few selected sample from the city. The result of the study cannot be applied to the whole country. The sample population selected for the study may be biased in their response due to the nature of the questions asked in the questionnaire. The future researchers can expand their study by increasing the respondents number and geographic location.
References:
• Kotler, Keller, Koshy, Jha. Marketing Management. New Delhi: Dorling Kindersley(India) Pvt ltd,2009. • Nair Suja. Consumer Behaviour in Indian Perspective. New Delhi: Himalaya Publishing House,2001. • https://www.Kalnirnay.com/
• CR Kothari, Research Methodology: Methods and Techniques, 2nd ed. New age International, 2007 • SN Murthy, U Bhojanna, Business Research Methods, 2nd Ed., Excel Books, 2008 • R Nandagopal, K Arjun Rajan, N Vivek, Research Methods in Business, 1st Ed, Excel Books, 2007 • Naval Bajpai, Business Research Methods, st Ed., Pearson publications, 2011
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