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Transcript of Sanj Samachar (1) MBA Porject Report Prince Dudhatra
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Preface
In todays 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.
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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.
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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.
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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.)
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INDEX
Sr.no Particular Page
1. General introduction 07
2. Brief introduction to the paper 083. 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 2212. 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
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INTRODUCTIONTO
THE STUDY
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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.
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BRIEF INTRODUCTION TO THEPAPER
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.
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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 ones understanding and
comprehension for the people in saurashtra region. As such,
Babubhis 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
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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.
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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
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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.
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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. The Readers
2. The Advertisers.
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AIMS AND OBJECTIVES OF THESTUDY
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
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
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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 RESEARCHREPORT
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.
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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
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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.
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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.
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SOURCE OF DATAThe 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
Form the above two types of Primary and
Secondary data, I use primary data for collecting theinformation.
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SAMPLING PROCEDURE
An integral component of the researchdesign 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
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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.
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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 THESTUDY
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.
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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 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.
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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 103
Female 47
Male69%
Female
31%
Male
Female
Description of the chart :
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As the ratio of female respondents is 31% and
male respondents were 69%. Therefore the male readers
are the more than the female readers.
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(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
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News paper
78%
News
Channel
17%Both
5%
News paper
News Channel
Both
Description:
Out of the total respondents 78% believe in the
news paper and 17% believe in News cannel and 5%
believe in both.
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(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%
No5%
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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(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.
Aaj kal
17%
Akila
40%
Sanj
Samachar
43%
Aaj kal
Akila
Sanj Samachar
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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.
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(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
Yes75%
No
25%
Yes
No
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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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(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
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R. N.
32%
N. C.
25% B. N.
11%
Price
14%
S. P.
12%Ava
6%
R. N.
N. C.
B. N.
Price
S. P.
Ava
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 forselecting 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.
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(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.
0
5
10
15
20
25
P.N.
B.N.
Edi.
S.N.
M.E.N.
C.N.
S.M.I.
Add.
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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 its quality?
Yes/No
Objective of this question:
This question give the importance to the price,
that how many readers believe that price of theNewspaper effect the quality of the Newspaper.
Figures of the respondents
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Yes 27
No 123
Yes
18%
No
82%
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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(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
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At Home
58%
At office
17%
At liabrary
5%
Other place20%
At Home
At office
At liabrary
Other place
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.
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>15 MIN
32%
48%
30-60 MIN
20%
>15 MIN
15-30 MIN
30-60 MIN
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(11) Over all satisfaction with Sanj Samachar.
Fully Satisfied
Satisfied
Dissatisfied
Figures:
Fully Satisfied 50
Satisfied 80
Dissatisfied 20
Fully Satisfied
33%
Satisfied
53%
Dissatisfied
14%
Fully Satisfied
Satisfied
Dissatisfied
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Description:
So, that I can say that 33% people are fully
satisfied and 53% people are satisfied and 14% people
are dissatisfied.
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(12) Do you recommended others?
YesNo
Figures:
Yes 120
No 30
yes
80%
No
20%
yes
No
Description:
In that I observe that 80% people recommended to othersand rest of 20% people not recommended to others.
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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 shouldbe for the company to take any action
related to this problem.
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It is one of the many study and therefore
doesnt 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.
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FINDINGS1) 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) First is Local News
(ii) Second is Articles
(iii) Third is on time and easy availability3) 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 dofind S.S. quite routine and not much useful for their
occupation.
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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 itssupplements. 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 temptedto 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 ________________________________
(5) Gender : Male [ ] Female [ ]
(6) Education Qualification
Graduate [ ] PG [ ]
Other Specify___________________________
(7) Occupation _______________________________
(8) In which media you believe the most?
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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 [ ]
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(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?
__________________________________________________________________________________________
__________________________________________
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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.