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Preface

In todays 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. A BBA program 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 BBA student, I have taken my industrial Training at Sanj Samachar. From Rajkot Branch. And completed my research work at Rajkot.

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.

I am also thankful to my college authority and especially my project guide Mr. Kuldip Jobanputra 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. Kariya Dipesh

Declaration
I, Kariya Dipesh, a student of T.Y.B.B.A. at Shri R. P. Bhalodiya 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 Mr. Kuldip Jobanputra. This research work and the report have not been previously submitted to any other university or college for any other examination.

Date : Place : Kariya Dipesh

INDEX
Sr.no 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16 17. 18. 19. Particular General introduction Brief introduction to the paper History of the sanj - samachar Organizational hierarchy Statement of the problem Aims and objective of the study Introduction to the research report Research methodology Research design Source of the data Sampling procedure Scope of the study Theoretical background of the study Questionnaires analysis Limitation of the study Finding Conclusion Survey of the s.s. evening news paper Bibliography Page

INTRODUCTION TO THE STUDY

GENERAL INTRODUCTION
Generally the people of Saurashatra 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 saurashatra 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
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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 COMPANY REGISTERED OFFICE PLANT LOCATION DURATION MARCH 1948. SANJ SAMACHAR PUBLICATION STARTED ON 15 AUGUST 1986. BUSINESS ACTIVITY : NEWSPAPER ALLIED PUBLICATION SCALE OF OPERATION :
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: : :

SANJ SAMACHAR JAIHIND PUBLICATIONS JAIHIND PRESS BABUBHAI SHAT MARG, RAJKOT.

THE COMPANY STARTED ON 12

LARGE

EDITOR SHAH PRICE 75,000

: :

MR. RS. 2/-

YASHVANT

N.

PRESENT SALESFIGURE:

APPROXIMATELY COPIES PER DAY.

HISTORY OF SANJ SAMACHAR


It is rather a matter of pride and privilege for Jai Hind and its publishers that a beginning and growth of Jai-Hind have a rather region. Jai Hind is the first full-fleged 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. become synonymous with a beginning, growth and development of the publication of daily newspapers from Saurashtra

In the year 1865, a publication of Saurashtra Darpan was commenced from Junagadh. During the period of princely states and prior to independence of the country, most of the publications which were brought out from Saurashtra were either weekly or fortnightly and monthly. In the year 1890, Kathiawad Times, a weekly newspaper made an experiment of publishing a daily newspaper. But this experiment did not last for a longer period. Within a very short time, it reverted back to its original form of a weekly.

After aforesaid first unsuccessful effort for a daily newspaper, there remained a vacuum in saurashtra in the field of journalism of daily newspaper.

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ORGANISATIONAL HIRARCHEY

PROPRITER EDITOR SECTION EDITOR ACCOUNT SECTION CIRCULATION MANAGER DEPUTY EDITOR CHIEF ACCOUNTANT

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CHIEF NEWS REPORTER CHIEF DESK REPORTER SUB EDITOR REPORTER

CLERICAL STAFF

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.

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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.

Similarly, it is very difficult for a newspaper to make its customers a loyal reader of its brand.

A newspaper has two types of customers 1. 2. The Readers The Advertisers.

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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.

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A well developed research objective is an essential prerequisite for market research success in solving marketers 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 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.

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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 segment of newspaper industry. To identify the different reading criteria for the selection of newspaper i.e. quality of News, price, brand name etc. To find out the awareness & response of different financial dailies.

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RESEARCH METODOLOGY
DEFINING THE PROBLEM AND RESEARCH OBJECTIVES DEVELOPING THE RESEARCH PLAN COLLECTING THE INFORMATION ALALYSING THE INFORMATION PRESENTING THE FINDING

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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. DATA COLLECTION METHOD :There are three basic ways to collect primary data in quantitative research; by observing behavior, by experimentation or by survey.
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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.

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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 readers 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.

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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

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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 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.

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TIME At present 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.

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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.

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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 consumps 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.
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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 imperical, 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.
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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 Female 103 47

male female

Description of the chart : As the ratio of female respondents is 31% and male respondents were 69%. Therefore the male readers is the more than the female readers .
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(2)

Do you read the newspaper regularly ?

Yes / No Object of the question: By this question only we can know that how many number of respondents are reading the Newspaper regularly. Yes 142 No 08

yes no

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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.

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(3)

If yes, then please specify which newspaper you are reading Sanj Samachar, Aaj Kaal, Akila ?

Aaj Kaal Akila Sanj Samchar

25 60 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.

aaj kal akila sanj samachar

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(4)

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 No 112 38

yes no

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.

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(5) newspaper ?

On the basis of which parameters you select the Price Supplements Availability

Reliability of the News News Columns Brand Name 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 News Columns Brand Name 48 37 17 Price Availability 21 09

Supplements 18

R.n. N.c. B.N. price supp ava

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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.

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(6) newspaper?

What do you like to read the most in the

Political News Sport News entertainment Editorial News Stock Market Information Objective of this question

Business News Movie Current events Advertisement and

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 15 10 5 0 34 P.N. B.N. Edi. S.N. M.E.N. C.N. S.M.I. Add.

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.

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(7)

Does the price of the newspaper justify its quality?

Yes/No Objective of this question: This question give the importance to the price, that how many readers believe that price of the Newspaper effect the quality of the Newspaper. Figures of the respondents Yes No 27 123

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yes no

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.
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(8)

Where do you prefer to read the newspaper?

At home At office At library Objective of this question: The answer of this question give place where the respondents presser to read the Newspaper. Figure from the respondents At Home At Office At Library 117 26 07

HOME OFFICE LIB OTHER

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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.

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(9)

In which media do you believe the most?

Newspaper News channel Both Objective of this question: The objective behind this question is that in current market in what media respondents are believe the most, whether they are prefer newspaper or news channels. Figures from the respondents The Newspaper News Channels Both 117 26 07

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PAPER CHENNEL BOTH

Description: Out of the total respondents 58% believe in the news channels while the rest of them are believe in the newspaper.

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(10) How much time spent in reading Sanj Samachar? >15 MIN 15-30 MIN 30-60 MIN Figures: >15 MIN 15-30 MIN 30-60 MIN 32% 48% 20%

>15MIN 15-30 30-60

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(11). OVERALL SATISFACTION WITH S.S.

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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. It is one of the many study and therefore doesnt cover a large number of respondents and even grater area.

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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.

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FINDINGS
1) As the persons get news from TV or from morning editions some of them dont prefer buying an evening reader. 2) The best three reasons for buying Sanj-Samachar are : (i) (ii) (iii) 3) First is Local News Second is Articles Third is on time and easy availability

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.

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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.

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CONCLUSION
Sanj Samachar is an evening reader in Rajkot and like a second par of Jai-Hind that is an evening edition. It give 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
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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 readers expectations.

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NEWSPAPER READERSHIP SURVEY


(1) Name ____________________________________ (2) Address ____________________________________ ___________________________________ _ ___________________________________ _ ___________________________________ _ (3) Contact No.

________________________________ (4) E-mail ID

________________________________

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(5) (6)

Gender :

Male [ ]

Female [ ]

Education Qualification Graduate [ ] PG [ ] Other Specify ___________________________

(7) (8)

Occupation

_______________________________

Do you read the newspaper regularly? Yes [ ] No [ ]

(9)

If yes then, Aaj Kaal [ ] Akila [ ] Sanj-Samachar [ ]

(10) Have you subscribe any newspaper? Yes [ ] No [ ]

(11) On the basis of which parameters you select the newspaper? Reliability of News [ ] News Columns Brand Name [ ] [ ] Availability Price [ ] [ ]

Supplements [ ]

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(12) What do you like to read the most in the newspaper? (Give the Rank) Political News Editorial [ ] [ ] Business News [ ] Sport News [ ] Current Events [ ] Advertisement [ ]

Movies & Entertainment [ ] Stock Market Information [ ]

(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? ___________________________________________ ___________________________________________

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___________________________________________ ___

THANK YOU,

BIBLIOGRAPHY
1) 2) 3) 4) Marketing management by Philip Cotler. Consumer behavior by Leon Schiffman and Leslie Lazar Kanuk. Study material of consumer behavior and marketing research. Jai Hind Souvenir.

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