Project on the study of youth profile of the listeners of fm radio

AProject

onStudy of youth profileof FM Radio in Delhi.

To: Prof. Swati Singh By: Shweta Sharma Prof. Sonu Verma Ankur Gupta

Ashish Jindal

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ACKNOWLEDMENT

I take the privilege to thank Prof. SWATI SINGH & Prof. SONU VERMA, my teacher and mentor for teaching and guiding me to complete the project. I extend my gratitude to my friends who have given me complete encouragement to complete the project.

I would like to thanks all the peoples who helps me to complete this survey.

My special thanks to my beloved family who have encouraged me to complete this project successively.

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TABLE OF CONTENTS

Page no.1. INTRODUCTION 4 1.1 About consumer buying behavior 1.2 FM industry in India

2. OBJECTIVES 12

3. RESEARCH METHODOLOGY 13 2.1 Objectives of Research 2.2 Data collection techniques 2.3 Sample size 2.4 Sampling Method 2.5 Sampling Unit 2.6 Geographical Area Covered

4. HYPOTHESIS 15 5. FINDING AND ANALYSIS 17 3.1 Graphical Representation 6. CONCLUSION 25

7. RECOMMENDATIONS 28 8. QUESTIONNAIRE 30

9. BIBLIOGRAPHY 33

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INTRODUCTION

A consumer behavior is a study of how individual make decisions to spend their available resources on consumption related items. Studying the consumer buying behavior is a complex process, as it involves not only the economic factors but also the emotional factors. However marketers need to study the consumer behavior, as it help them position their products better and to develop effective marketing strategies. Consumer buying behavior is affected by various factors that determine the product and brand preference of consumer. The factors that influence the consumer buying behavior include cultural, social, personal and psychological factors.

Cultural Factors: Culture is considered as a set of rules, values, beliefs, and concepts that is common to binds together the member of society. Our culture reflects what we eat, what we wear, the code of conduct, our buying habits, consumption patterns and the way we use and dispose products.

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Every subcultures has its own set of subcultures. To tackle the problems created by sub cultural differences marketers need to understand the requirements of the sub cultural groups and adopt strategies like altering the product, promotion, packaging, or prices suitable to this groups.

Social Factors: Social factors include family, friends, colleagues and consumer action groups influence the consumer buying behavior significantly. An individual’s family greatly influences the buying patterns of the individuals. An friendship group is also an informal and unstructured group. The influence of this group is significant on individual buying process. These social groups influence buyers to refrains from buying those goods and services that exploit customer vulnerabilities. Personal factors: Personal factors include age, sex, lifecycle stage, occupation, economic conditions, personality, etc are unique to every individual.

Age and lifecycle stage: People at different stages will have different tastes in food, clothes, shoes etc. Therefore marketers should determine the need of target markets and introduce different products and marketing efforts targeted at different stages.

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Occupation and financial status: the financial status condition of an individual such as his disposable income, saving his ability to buy costly products and services on installment and bear the interest rates, etc will have a significant influence on his buying behavior.

Life style: An individual’s way of leading his life will determine his lifestyle. Factors such as worklife, interest, social groups, etc influence the lifestyle of an individual.

Psychological factors: Psychological factors like motivation, perception and attitudes of consumers.

Motivation: A motivation is a strong urge that drives a person’s activities toards unfulfilled needs and wants. Marketers must work to create these wants in the customers and target/position their product in such a way as to invoke desire in the customer to fulfill these wants.

Perception: Perception is defined as the process by which an individual selects, organizes and interprets stimuli in to meaningful thought and pictures.

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Therefore marketers must make an effort to understand the perceptions of the customers and adjust their marketing mix accordingly.

Beliefs and attitude: A belief is a descriptive image or thought that an individual holds about something.

Marketers can use several methods like observation, personal interviews, and direct questionnaires to study the attitudes of the customers.

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RADIO

Radio has made a comeback in the lifestyles of Indians. Radio has the reputation of being the oldest and the cheapest medium of entertainment in India. The radio industry has been completely reshaped by the various private players that entered the sector after the government allowed foreign investment into the segment and opened the licenses to the private players.

The Indian government has already given 338 licenses for FM radio channels in 91 big and small towns and cities. The current size of the radio market is India is Rs 300 crores and is expected to achieve the highest growth rate of 32 per cent in coming years. The quality of the sound and the music has improved significantly with the emergence and use of satellite radio. The audience profile has also shifted to the high-income group. Local advertising, lower amount of money spent by the companies to advertise on radio is an added attractiveness for the players.

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Music all the way

They gave it their own tags - superhit music, hot adult contemporary music, latest hits - but the fact remained that recent Bollywood music played on most stations throughout the day, with experiments like western music and ‘old’ tracks relegated to the very early mornings or the very late nights.

Very few, like Radio Indigo and Fever played differential western music and could attract only niche audiences, and fewer like Meow FM decided to take the ‘talk’ format and address the female audience directly. While Meow claimed that it had managed to hook the feminine ears in both Delhi and Kolkata, the other stations played safe and stuck to the ‘less talk, more music’ formula.

All India Radio

The reign of the unchallenged state sponsored monarch was challenged in a big way in 2007, but some of the RAM figures indicate that AIR’s own FM, operational even in border areas where terrrestrial reach is a problem, continues to hold its own. AIR also continues to enjoy a monopoly on news and current affairs aes well as live cricket commentary, an area that gives it a huge edge over private FM competitors. The other player in the

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satellite space, Worldspace Radio, did not fare much better, despite innovations like a tie up with MSN India for streaming its content online.

Community radio, 26 stations of which became operational this year, should become a force to reckon with this year. The government is also considering the proposed 5,000 licenses it plans to issue to be divided into sectors, such as farming community, fishing community, women and children and others, and issue the licenses accordingly.At present 26 stations, all by educational institutions are using community radio.

Upward swing

Needless to say, the sudden spurt of FM brought with it a fresh wave of young listeners, a wave aided in no small measure by the increasing reach of the mobile phone, which came loaded with the FM features. Over 85 per cent of radio listenership in metros by the end of the year happened on the move. The figures will only go up this year. Whether the curve is matched by an increased burst of creativity now remains to be seen.

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The FM Radio operating in Delhi

Frequency (MHz) Station

90.4 DU 90.4 FM (Delhi University)

90.4 Radio Jamia (Jamia Millia Islamia University

95.0 HIT 95 FM

96.9 IIMC Radio (Indian Institute of Mass Communication, IIMC)

94.3 Radio Mirchi

102.6 All India Radio (AIR FM Rainbow / Akashvani)

104.0 Fever 104 FM (HT Media Ltd / Virgin)

104.8 Radio Today (Radio Meow FM)

105.6 Gyan Vani

106.4 All India Radio (AIR FM Gold / Akashvani

94.3 Radio One

91.1 Radio City

92.7 Big 92.7 FM

93.5 Red FM

OBJECTIVES

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1) Identification of the most preferred FM channel & show.

2) Considering the most preferred channel, test whether the sample of male & sample of female are taken from the same universe or not.

3) To test is there any association between type of programme & professional profile of individuals.

4) To identify the personal profile of the listeners of particular channels.

RESEARCH METHODOLOGY

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Data collection Techniques

Sample survey In order to gather accurate information, a surveyor relies on censuses and sample survey method. Sampling allow stasticians to draw conclusion about a whole by examining a part. It is essential that a sample survey be correctly defined & organised.

Sample sizeThe level of precision needed for the survey estimate will impact the sample size. Our sample size for this survey is 60.

Sampling TechniquesNon-Probability Sampling: In non-probability sampling, there is an assumption that there is an even distribution of characteristics within the population. Since elements are chosen arbitrarily, there is no way to estimate the probability of any one element being included in the sample. Drawback: Reliability cannot be measured in non-probability sampling. Statisticians are reluctant to use it because there is no way to measure the precision of the resulting sample.

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Despite this drawback, non-probability sampling methods can be useful when descriptive comments about the sample itself are desired.Secondly, they are quick, inexpensive and convenient.

The most common types are:

Convenience or haphazard sampling Volunteer sampling Judgement sampling Quota sampling.

SAMPLING UNIT

Peoples of Delhi.

Geographical Area Covered

Delhi.

HYPOTHESIS

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It is a tentative explanation for an observation, phenomenon, or scientific problem that can be tested by further investigation. It can also be defined as something taken to be true for the purpose of argument or investigation; an assumption and it is the antecedent of a conditional statement.

In attempting to arrive at decision about the population on the basis of sample information, it is necessary to make assumption or guesses about the population parameters involved. Such an assumption is called statistical hypothesis which may or may not be true. The procedure which enables us to decide on the basis of sample, whether a hypothesis is true or not, is called test of hypothesis or test of significance.

Null & Alternative Hypothesis

In test of hypothesis, we always begin with an assumption, the null hypothesis. The null hypothesis asserts that is no significant difference between the statistic and the population parameter and whatever observed difference is there, it is merely due to

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fluctuations in sampling from the sample population. Null hypothesis is usually denoted by the symbol H0.

Any hypothesis which contradicts the null hypothesis H0 is called an Alternative hypothesis and is denoted by the symbol H1.

If we have to test whether the population mean µ has a specified value µ0, then

Null hypothesis is H0: µ = µ0 and

Alternative hypothesis is H1: µ ≠ µ0

FINDINGS AND ANALYSIS

Table below shows the data collected for the most preferred FM channel & show.

Channels Shows Total no. of people

Total no.of people

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preferred the show

preferred the channel

Red FM

1) Good morning Delhi

12

2) Happy hours with Sachin

5

3) Total time pass with Gaurav & Safia

4 21

Radio Mirchi

1) Hello Delhi with Nitin

5

2) Dilli meri jaan with Dev

4

3) Bumper to bumper with Pallavi Rao

2

4) Total filmi with ANG

2 13

Radio city1) Route no:91

with Sarandeep Nanda

4

2) Masala mix with Richa sayal

3

3) Yaden with Karan Singh

4 11

Big 92.7 FM1) Chal cut ley 52) Kiss of love 2 7

17

Meow 104.8 FM

1) Meow matinee 42) Safer India 4 8

Total sample 60

preferences of channels & shows

010203040506070

Red F

M 1) 2) 3)

Radio

Mirc

hi 1) 2) 3) 4)

Radio

city 1) 2) 3)

Big 92

.7 F

M 1) 2)

Meo

w 104

.8 F

M 1) 2)

Total

sam

ple

channels & shows

no

. of

ind

ivid

ua

ls

Shows Total no. of people preferred the show Total no.of people preferred the channel

Above table & graph shows that in the sample survey of 60 individuals the total no. of individuals who preferred Red Fm is 21, Radio Mirchi is 13, Radio City is 11, Big 92.7 Fm is 7, Meow 104.8 FM is 8. So the most preferred channel is Red FM. In the listeners of Red fm no. of listeners to show Good morning

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Delhi is 12, Happy hours with Sachin is 5, Total time pass with Gaurav & Safia is 4. So the most preferred show is Good Morning Delhi.

1st Hypothesis: For the most preferred channel whether the sample of male & female are taken from the same universe or not. H0: µ1=µ2 (two samples are taken from same universe). H1: µ1≠µ2 (two samples are not taken from same universe).

Rank by male X1

Rank by female X2

X1- 1 (X1- 1)2 X2- 2 (X2- 2)2

2 1 -0.47 0.2209 -1.13 1.27693 4 0.53 0.2809 1.87 3.49696 2 3.53 12.4609 -0.13 0.01691 3 -1.47 2.1609 0.87 0.75691 1 -1.47 2.1609 -1.13 1.27693 3 0.53 0.2809 0.87 0.75691 1 -1.47 2.1609 -1.13 1.27691 3 -1.47 2.1609 0.87 0.75692 1 -0.47 0.2209 -1.13 1.27693 2 0.53 0.2809 -0.13 0.01691 3 -1.47 2.1609 0.87 0.75692 1 -0.47 0.2209 -1.13 1.27693 1 0.53 0.2809 -1.13 1.27692 1 -0.47 0.2209 -1.13 1.27697 3 4.53 20.5209 0.87 0.75691 4 -1.47 2.1609 1.87 3.49695 1 2.53 6.4009 -1.13 1.2769

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3 2 0.53 0.2809 -0.13 0.01692 1 -0.47 0.2209 -1.13 1.27691 4 -1.47 2.1609 1.87 3.49692 1 -0.47 0.2209 -1.13 1.27695 2 2.53 6.4009 -0.13 0.01692 1 -0.47 0.2209 -1.13 1.27691 3 -1.47 2.1609 0.87 0.75692 2 -0.47 0.2209 -0.13 0.01691 1 -1.47 2.1609 -1.13 1.27693 3 0.53 0.2809 0.87 0.75692 2 -0.47 0.2209 -0.13 0.01693 3 0.53 0.2809 0.87 0.75693 4 0.53 0.2809 1.87 3.4969

∑X1=74 ∑X2=64 69.467 35.467

1 = ∑X1/n1 2 = ∑X2/n2

n1 = 30 n2 = 30

1 =74/30 2 =64/30

1 = 2.47 2 = 2.13

Z = ( 1 - 2)/ SE ( 1- 2)

SE ( 1- 2) = √ (S12/ n1) + (S2

2/ n2)

= √ (1.52/30) + (1.08/30)

= √ 3.47/30

= √0.116

= 0.34

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Z = (2.47- 2.13)/0.34

= 0.34/0.34

= 1

Hence calculated value of Z is 1.

For critical value of Z we have to make an assumption for α (level of significance). So let us assume α=10%.

At α=10%, critical value of Z is ±1.64

Since the calculated value of Z i.e. 1 falls in the acceptance region i.e. ±1.64. Therefore H0: µ1=µ2 is

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accepted which means that the sample of male & female are taken from the same universe.

2nd Hypothesis: IS there any association between type of programme & professional profile of individuals.

H0:(There is no association between type of programme & professional profile.)

H1:(There is an association between type of programme & professional profile.)

Contingency tableEntertainment News Music Total

Management 8 12 9 29Technical 3 2 14 19Others 3 1 8 12Total 14 15 31 60

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Row Col. Fo Fe Fo-Fe (Fo-Fe)2 (Fo-Fe)2/Fe1 1 8 6.77 1.23 1.5129 0.22341 2 12 7.25 4.75 22.5625 3.11211 3 9 14.98 -5.98 35.7604 2.38722 1 3 4.43 -1.43 2.0449 0.46162 2 2 4.75 -2.75 7.5625 1.59212 3 14 9.28 4.18 17.4724 1.77923 1 3 2.8 0.2 0.04 0.01423 2 1 3 -2 4 1.3333 3 8 6.2 1.8 3.24 0.5225

Total 11.4116

The value of calculated chi-square is χ2 = 11.4116.

The number of degree of freedom is given by(Number of rows-1)(Number of column-1)= (3-1) (3-1)= 2*2= 4

From the χ2 table, for 4 degree of freedom and α=10%, the value of chi-square statistic is given by7.779.

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Since the value of calculated chi-square statistics falls outside the acceptance region, null hypothesis H0 is rejected and by default alternative hypothesis H1 is accepted, which means that there is an association between types of programme and professional profile.

CONCLUSION

From the sample of 60 individuals it is concluded that the listeners of different channels have different personal profile, which means they have different income level, life style, likes, dislikes, clothing, needs etc. To discuss this let us consider the channels one by one.

RED FM:

Out of 21 listeners of Red fm:

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1) 11 falls under the category of below 10,000 monthly income level, 7 falls under the category of 10,000-25,000 & 3 falls under the category of above 25,000.

2) 2 individuals use different brand of clothing, mobile & shoes because these shows their life style, 10 because of durability, 5 for quality & 4 because they are cheap in prices.

3) And the listeners of Red fm usually hang out at shopping malls, M’donalds & shopping markets.

RADIO MIRCHI: Out of 13 listeners of Radio mirchi:

1) 3 falls under the category of below 10,000 monthly income level, 4 falls under the category of 10,000-25,000 & 6 falls under the category of above 25,000.

2) 5 individuals use different brand of clothing, mobile & shoes because these shows their life style, 4 because of durability, 2 for quality & 2 because they are cheap in prices.

3) And the listeners of Radio mirchi usually hang out at shopping malls, cinema halls.

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RADIO CITY: Out of 11 listeners of Radio city:

1) 2 falls under the category of below 10,000 monthly income level, 6 falls under the category of 10,000-25,000 & 3 falls under the category of above 25,000.

2) 5 individuals use different brand of clothing, mobile & shoes because of durability, 3 for quality & 3 because they are cheap in prices.

3) And the listeners of Radio city usually hang out at malls, pubs etc.

BIG 92.7 FMOut of 7 listeners of Big 92.7 fm:

1) 4 falls under the category of below 10,000 monthly income level, 2 falls under the category of 10,000-25,000 & 1 falls under the category of above 25,000.

2) 1 individuals use different brand of clothing, mobile & shoes because these shows their life style, 2 for quality & 4 because they are cheap in prices.

3) And the listeners of Big 92.7 fm usually hang out at Eating points, cyber café.

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.

MEOW 104.8 FM:Out of 8 listeners of Meow 104.8 fm:

1) 1 falls under the category of below 10,000 monthly income level, 2 falls under the category of 10,000-25,000 & 5 falls under the category of above 25,000.

2) 5 individuals use different brand of clothing, mobile & shoes because these shows their life style, 3 for quality.

3) And the listeners of Meow 104.8 fm usually hang out at Restaurants & shopping malls.

RECCOMENDATION

RED FM: While advertising, Red fm should address mainly to the people of middle level income group, it may distribute prizes to the listeners which are durable in nature & should mainly advertise at shopping malls, M’donalds & shopping markets.

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RADIO MIRCHI: While advertising, Radio mirchi should address mainly to the people of relatively higher group, it may distribute prizes to the listeners which shows their life status & should mainly advertise at shopping malls, cinema halls.

RADIO CITY: While advertising, Radio city should address mainly to the people of middle level income group, it may distribute prizes to the listeners which are durable in nature & should mainly advertise at malls, pubs etc.

BIG 92.7 FM: While advertising, Big 92.7 fm should address mainly to the people of low level income group, it may distribute prizes to the listeners more frequently & small in nature.

MEOW 104.8 FM: While advertising, Meow 104.8 fm should address mainly to the people of relatively higher group, it may distribute prizes to the listeners which shows their life status & should mainly advertise at Restaurants & shopping malls.

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Questionnaire

PROFILE

Name:…………………Age :…………………

Gender: ( ) Male ( ) Female

Monthly Income: ( ) Below 10,000 ( ) 10,000-25,000

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( ) Above 25,000

Occupation: ( ) Business ( ) Service ( ) Student ( ) House wife

Education Background: ………………………

Which brand is indispensable to you & why?Clothing…………………………………………………………Mobile…………………………………………………………..Shoes……………………………………………………………

Which are the places that you hang out & why?……………………………………………………………………………………………………………………………………

Q. 1 Rank the following FM channels from 1 to 10. 1 for the most preferred channel & 10 for the least preferred. ( ) Radio City ( ) Radio Mirchi ( ) Red FM ( ) Radio ONE ( ) Meow 104.8 FM ( ) Big 92.7 FM ( ) Fever 104 FM ( ) AIR Rainbow ( ) AIR FM Gold ( ) HIT 95 FM

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Q. 2 Which is your favourite show your most preferred channel &

why?Ans.…………………………………………………………………………………………………………………………………………

Q. 3 Which type of programme your prefer most?

Ans. ( ) Entertainment ( ) News ( ) Music Q. 4 Who is your favourite RJ & why?

Ans.…………………………………………………………………………………………………………………………………………

Q. 5 Where do you listen FM?

Ans. ………………………..

Q. 6 When do you listen?

Ans. …….......................

Q. 7 How much time a day you listen to FM?

Ans. ………………………………..

Q.8 Do you participate in the Games/Quizzes on FM channels?

Ans. ……………….........................

Q.9 Do this channel regularly make you aware about traffic?

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Ans. ……………………………....

Q. 10 Are you a regular listener?

Ans. ……………………………

BIBLIOGRAPHY

1) Marketing management, ICFAI university Press

2) Quantitative Aptitude , ICFAI university Press

3) www.google.co.in

4) www.wikipedia.com

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