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.