A STUDY ON BRAND VISIBILITY OF 94.3 MY FM. (Conducted on behalf of 94.3 my fm.

) (From the period 6th January 2011 to 6th March 2011) A Project Report submitted in partial fulfillment of the requirements For the award of the degree of BACHELOR OF BUSINESS ADMINISTRATION TO VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT

Submitted By HUN DIVYANG G. T.Y.B.B.A (Marketing) (SEMVIth) Roll no. 323 Under the guidance of Ms. SUDHA DHARA SAMAL Submitted To: The Principal I/c Prof.V.B Shah Institute of Management. R.V. Patel College of Commerce (E.M) V.L Shah College of Commerce (G.M)& R.K. Shah Womens Arts College. Amroli (Surat). March 2011

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DECLARATION

I DIVYANG G HUN Here by declare that the project report entitle A STUDY ON BRAND VISIBILLITY OF 94.3 MY FM IN SURAT CITY under the guidance of Ms.SUDHADHARA SAMAL submitted in partial fulfillment of the requirement for the award of the degree YO BECHLOR VEER OF BUSINESS SOUTH

ADMINISTRATION

NARAMAD

GUJARAT UNIVERSITY, SURAT is my original work-research study-carried out during 6th January TO 6th March, 2011 and not submitted for the award of any other degree diploma/fellowship or other similar title or prizes to any other institute/organization or university by other person.

Place: SURAT Date: 6th March, 2011

Divyang g hun T.Y.B.B.A(SEM-VI) Roll no-323 (marketing)

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PROF.V.B SHAH INSTITUTE OF MANAGEMENT. R.V. PATEL COLLEGE OF COMMERCE (E.M). V.LSHAH COLLEGE OF COMMERCE (G.M) & R.K.SHAH WOMENS ARTS COLLEGE. AMROLI (SURAT).

CERTIFICATE OF THE FACULTY GUIDE

This is to certify that the project report entitled A STUDY ON BRAND VISIBILITY OF 94.3 MY FM (Conducted on behalf of 94.3 MY FM) Submitted in partial fulfillment of the requirements for the award of the degree of BACHELOR OF BUSINESS ADMINISTRATION to VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT is a record of bonafide research work carried out by HUN DIVYANG G. under my supervision and guidance.

Signature:

Signature:

Prof. Sudha Dhara Samal (Lecturer in Management)

Mr. Mahendra V. Soni (Principal I/c)

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ACKNOWLEDGEMENT
I take this opportunity and express my gratitude and thanks to Veer Narmad South Gujarat University to give me such an opportunity for project work I would also like to express my sincere thanks to my college PROF.V.B.SHAH INSTITUTE OF MANAGEMENT, R.V.PATEL COLLEGE OF COMMERCE (ENG.MED), V.L.SHAH COLLEGE OF COMMERCE (GUJ.MED), R.K.SHAH WOMENS ARTS COLLEGE, AMROLI, for exposing me to such field experience

I am highly in debited to MR MAHENDRE.V.SONI, THE PRINCIPLE OF PROF.V.B.SHAH INSTITUTE OF MANAGEMENT, for giving me this opportunity for project work. who is also my Mentor has guided me and helped me in bringing out this report in the midst of various odds and constraints.

I express my heartfelt gratitude to M.S. SUDHADHARA SAMAL who guided me and helped me in bringing out this report in the midst of various odds and constraints. provided me all the knowledge about my project report topic and also help me in the difficulty

I am also thankful to M.R.VARUN SUTERIYA (sales and marketing executive) who has given me the precious opportunity to take training at 94.3 MY FM I am also thankful to the staff of the 94.3 MY FM for give me a practical knowledge and help me for satisfactory completing my project report.

I am also thankful to all faculty member and all my friends who have directly or indirectly helped me in bringing out this project report. I am confident that this study meets the complete requirement of the B.B.A. course. It is quite possible that there may be some error of omission for the improvement is project.

Divyang g hun

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PREFACE
With great pleasure, I undertake the writing of this report of industrial training because; it is a fact to be proud that I am one of the very few students, who are presently undertaking education in field of business administration. As a student of management, I must be encouraged by the growth and development taken place in the corporate sector, in India. Still recently, management is growing busy. Keeping in mind the ever development field of management and the great demand of management centre in our country. The university has arranged industrial in the field of financial management and marketing management at the third year level. Thus it is our moral and obligatory duty to take this part of our studies with great enthusiasm and seriousness and give it the due importance. I have completed project training at 94.3 MY FM. I am doing specialization in marketing management. This report gives

information about the media & entertainment sector. I have completed the study of brand visibility of 94.3myfm. During my training I found that company has good reputation and strong position in the market since its establishment.

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Contents
Chapter no. Subject 1 Introduction
2

Page no.
2 3 6 7 11 11 11 11 11 13 14 14 14 15 16 16 18 19 35 37 40 43 43

Company Profile Introduction of Company Definition Tools for Branding

Theoretical Background

Problem Identification
Definition of Problem Scope of the Study Objectives of the Study Significance of the Study Limitations of the Study What is Research Purpose of Research Characteristic of Research Key elements in good Research Types of Research Design Steps of Research Methodology Research Instruments Sampling Plan

Research Methodology

5 6 7 8

Data Analysis Hypothesis Testing Findings Suggestions Reference Material

Bibliography Annexure
Questionnaire

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Chapter-1 Introduction

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Company profile
The D B Corp Ltd. is one of the largest media groups of the country and is the largest read newspaper group in the country with over 1.55 Crore readers. My Fm is owned by Synergy Media Entertainment Limited which is wholly owned company of the Bhaskar group. Company Profile: Synergy Media Entertainment Limited Brand Name: My Fm Corporate Office: 94.3 My FM Synergy Media Entertainment 2nd floor, 72, M Block market Greater Kailash-2 New Delhi Surat Office: 94.3 My FM Synergy Media Entertainment Plot no. 129 A/B, B/s, Udhna Udhyognagar sangh, Udhna, Surat.

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Introduction of Company
Synergy Media Entertainment limited, a Bhaskar group company, launched 94.3 My Fm in Ahmadabad on august 27, 2007 D.B Corp is one of the leading print companies in India, publishing 31 newspaper editions and 125 sub editions in three languages (Hindi, Gujarati and English). Their flagship newspapers, Dainik Bhaskar and Divya Bhaskar, have a combined readership of more than 25.33 million readers, making them most widely read newspaper group in India. Their other news papers are Saurashtra Samachar on franchisee basis, DNA Money and DNA (in Gujarat). They are one of the fastest growing major newspaper group in India. Synergy Media Entertainment limited has a significant presence in the radio business under the brand name My Fm. Through Synergy Media Entertainment limited they have acquired license to operate in 17 cities in 7 different states. They have the license to operate 17 stations. Synergy Media Entertainment limited has also filed eligibility bid with the government of India to operate an additional 4 FM radio station in Mumbai, Bangalore, New Delhi and Hyderabad My Fm Mission 94.3 My Fm will strive to become an indispensible part of the lives of its employees, listeners and business associates by offering them relaxing, refreshing and informative content which will not only entertain them but will also take care of their emotional needs. My Fm Vision To be among the top three FM radio networks in India by the year 2012 and to positively impact and enrich the lives of its employees, listeners and business associates by following its five guiding principles of management philosophy. Empowerment Fearlessness Innovation Openness Creativity

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Currently in 7 states and 17 cities

1. 2. 3. 4. 5. 6. 7.

Madhya Pradesh :- Indore, Bhopal, Jabalpur, Gwalior Chhattisgarh :- Raipur, Bilaspur Rajasthan :- Jaipur, Jodhpur, Udaipur, Kota, Ajmer Gujarat :- Ahmadabad, Surat Punjab :- Jalandhar, Amritsar Haryana :- Chandigarh Maharashtra :- Nagpur

Jaipur was the first station launched on 28th May, 2006. The brand was decided as My Fm as it is a right reflection of the one to one relationship with an emotional ownership of the medium with the listeners. The brand operates at the single frequency i.e. 94.3 over all 17 stations. My Fm is calling for its listeners to Jiyo Dil se. the Fm brand from Synergy Media Entertainment limited has embarked on a new campaign to better connect with its listeners and seeking to reach out to them in various touch points- colleges, malls, and other hot spots. The campaign is supported by extensive advertising in print and on air. Harish Bhatia coo, my fm said the campaign Jiyo Dil se is an extension of my fms commitment and its understanding of the evolving audience preferences. The freshness in the branding will ensure that My Fm stays young, responsive to listeners aspirations and ever eager to serve them better. My Fm has come up with various campaigns like Tension na lene ka, na dene kaa, jiyo dil se, Dimag to dimag hai, suno dil ke,jiyo dil seThese are set to become a lifestyle statement of the youth.

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Chapter-2 Theoretical Background

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I. Definition:Brand:An identifying symbol, words, or mark that distinguishes a product or company from its competitors. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing. Visibility:Degree of exposure to public notice Brand Visibility:Degree of Brand Exposure to Public notice.

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II. Tools for Branding:Following are the tools through which company can do Branding. 1. Promotional festival giftsIn a place like India where there are many festivals celebrated throughout the year, you can take benefit of them to promote your business through gifts, cards, e-cards, mails, cakes, dry fruits, etc

2. Television AdsIn this most widely used means to make your product visible to your customers, you can develop an effective and an attractive ad to show your product features and benefits. You could also sponsor social welfare and awareness messages through ads to enhance viewer visibility, something which Aditya Birla Groups Idea Cellular does by associating itself with forest conservation.

3. Newspaper, magazine and journals addYou can design your companys logo on various print mediums, through an ad in newspaper, magazines and other print media, you can show what your product really looks like. Like in Television Ads, you could also associate your brands name and logo with different social welfare and awareness messages.

4. Viral MarketingThis means of marketing, wherein the more a person sees a companys name, logo and other details the more he uses it, is adopted by many online companies. The more you use online sites like yahoo, YouTube, Google, etc the more it gets advertised and visible.

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5. Sponsoring eventsYou could promote your brand through events, seminars and other functions. You could sponsor and host beauty contests the way Ponds and Femina do or sponsor and host award functions like CNBC, Filmfare and other brands do. If you dont want to host a big event you could go with a regional or Zonal event something like sponsoring Miss. Delhi or Punjabs best Entrepreneurs Award etc.

6. Joining groups and communities onlineYou could create a group on Yahoo and other mailing websites and send promotional messages to your friends during festivals or some event. You could also join online communities and send messages to your client and customers whenever there is something new happening in your company.

7. Companys logo in your signaturesThis is perhaps the simplest way of making your customers and other people see your brand. Put your brands name or logo on your signature and whenever you send a mail, your brand gets promoted. We have kept our logo different with unique color scheme and fonts so that it stays back in the minds of our clients, says Tarun Garg, Managing Director, consulting IT, an IT services company.

8. Hoardings, bannersYou can also promote your brand through various billboards, hoardings, banners on the most posh and crowded streets of India. The bigger these are the better is the visibility of your brands.

9. Search Engine Optimization (SEO) You can create brand visibility through original and informative content. If you are designing your site, stress on putting quality content and the right keywords. Create keywords that identify your site content.
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10.Other Innovative meansFollowing are some innovative methods that you can try.

VehiclesPut your companys name, logo or products, slogan on cars, buses, cabs, taxis, bikes, etc to promote them wherever they go.

Canopy of UmbrellaYou can promote your companys name, logo, slogan, etc on the canopy of umbrella. You can either distribute these to businessmen and customers so that whenever and wherever they use it, your company or product gets visible.

Online niche directoriesThere are certain online directories that provide contact details of a particular sector; you can promote your products here so that people of our industry visiting the site can see and know about your brand.

On popular blogsThere are various people who contribute regular articles on their blogs due to which their blog attracts much traffic. If the blog is specific for your industry, put your ads on it. This would really help in promoting your brand.

Latest EventsDue to events like Commonwealth Games, 2010, Cricket World Cup 2011, people from across the world are looking at India. Are you geared up to meet their expectations? Associate and advertise your products with these global events for a global viewership.

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Chapter-3 Problem Identification

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I. Definition Problem:Problem is an obstacle which hinders the achievement of a particular goal, objective or purpose. It refers to a situation, condition, or issue that is yet unresolved.

II. Scope of Study: The scope of study is limited to Surat city only The Study is related to those people who are listening 94.3 My Fm.

III. Objective of Study: The main objective is to study Brand visibility of 94.3 My FM by the listener within Surat city. To find out the need of the listener from 94.3

IV. Significance of study: We can conclude, Summarize, and analyze the current position of 94.3 My FM. The study would be beneficial for increasing Marketing knowledge. To improve performance of the company.

V. Limitation of study
Area is limited to surat city Respondents are not given good response of question Knowledge level of researcher is limited

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Chapter-4 Research methodology

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1.

What is Research?

It is all about search of knowledge or search for knowledge. Research is scientific and systematic search for related information about specific topics and its study. It consist of defining and redefining the problems, formulating hypothesis or suggested solution(s), collecting, organizing and evaluating data making deductions and reaching conclusions (Reference: Clifford Woody).

Definition:ResearchResearch means to know or discover something which is not discovered or revalidation or reconfirmation with or without modification of something which have discovered.
Research involves fact and findings supported by experiments. RESEARCH DESIGN-

Research design is the plan structure and strategy if investigation conceived so as obtain answers to research question and to control variance

2.

Purpose of Research:-

To discover new facts or verify and test old facts To provide explanation and answer for questions regarding sequence and interrelationship of facts To provide explanation of mechanism /mode of action of things To find solutions for a given problem To develop scientific tools, concepts, or theories
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3.

Characteristics of research:-

There should have a clear statement of the problems. Research requires a plan. Research builds on existing data using both negative a positive findings. It collects new information to answer the original research questions.

4.

Key Elements in Good Research:-

Clearly thought out research question(s) hypothesis/ objectives Appropriate research design Correct sampling technique Use of relevant statistics Unbiased interpretation of data Fast Inexpensive

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5. Types of Research Design:A. Exploratory Research B. Descriptive Research C. Casual Research

A. Exploratory Research In this method not any specific technique for study the problem. In this method mostly used secondary data which are available easily this research. The researchers change their direction depending on the available idea and variable.

B. Descriptive Research This study is complex and determined high degree scientific skill for study the problem.

C. Casual Research This research help to determined cause and effect relation between two variable.

I have used descriptive method for the research because the Problem Nature is related to descriptive

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6.

Research Methodology Steps:-

I. Study and review of existing literature. II. Formulation of hypothesis and identification of objectives. III. Pilot study through - Questionnaires. - Interviews. - Observations. IV. Data collection, analysis and conclusions of pilot study. V. Detailed study through - Questionnaires. - Interviews. - Observations. VI. Data collection from the detailed study. VII. Data analysis from detailed study. VIII. Findings and conclusions of the research study and suggestions.

7. Research Instrument:Research instrument reefers to the tools through which the data for the Project has been collected. Data can be primary data or Secondary data. A. Primary DataPrimary data is the freshly collected data by the researcher for his specific purpose for his specific research project. Primary data can be collected through following methods, Observation method Experiment Method Questionnaire Method

I have used questionnaire method for the collection of primary data.

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Types of questions included in the Questionnaire i. Multiple Choice Questions:These are the Question which contains more than two alternatives. Here, respondents are given some option for the question from which he/she selects the option convenient to him/her. ii. Dichotomous Question:These are the question, answer of which either No or Yes. iii. Open Ended Question:In these types of question there are no option given to the Respondent, They can freely describe their views in their own words. iv. Single choice questionIn these type of question respondent select any one option from given option B. Secondary dataSecondary data is the data that already exists somewhere. This was not collected specifically for the research work being now undertaken by the researcher. This may have been collected by someone or some organization under different context for different purposes.

I have taken the use of Internet and the books for the collection of Secondary Data

8. Sampling Plan
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Sampling Elements Sampling Size

:-

Listener of 94.3 MY FM

:250 N= p*q(Z/E)2 Here, N= Sample Size p= Probability of Success q= Probability of Failure Z= Score of confidence E= Error = 0.8*0.2(1.96/0.05) 2 =245.8684250 =250 ::Surat Random Sampling

Sampling Site Sampling Method

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Chapter-5 Data Analysis

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Chart Title Chart 1: Do you prefer listening radio Chart 2: Day of listen radio in a week Chart 3: Reason for listen radio Chart 4: Spend time for listen radio Chart 5: Time of listening radio Chart 6: Place of listening radio Chart 7: Radio station doing highest branding Chart 8: Tool can be used for branding Chart 9: Event can be helpful for branding Chart 10-A:Game&conten event for different target group Chart 10-B: Business related event for different target group Chart 10-C: Management event for different target group Chart 10-D: dance party event for different target group Chart 11: merchandises can be used for branding

Page no. 20 21 22 23 24 25 26 27 28 29 30 31 32 33

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Q-1.Do you prefer listening to Radio?

Table - 1
Response Yes No No of respondent percentage 197 78.80% 53 21.20%

Chart - 1

Do you prefer listioning radio

78.80% Yes 21.20% No

InterpretationFrom the above pie chart a researcher conclude that most of people prefer listening radio

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Q-2.How often do you listen to radio?(in a week)

Table - 2
Day listen radio in a week 1 Day 2 Days 3 Days 4 Days 5 Days 6 Days 7 Days total No of respondent 4 8 18 55 68 32 12 197 percentage 2.03% 4.06% 9.14% 27.92% 34.52% 16.24% 6.09%

Chart - 2

Day for listen radio (ina week)

35.00% Percentage of respondent 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 1 Day 2 Day 3 Day 4 Day Day 5 Day 6 Day 7 Day 2.03% 4.06% 9.14% 6.09% 16.24% 27.92% 34.52%

InterpretationFrom the above Column chart researcher come to know that most of the listener listen radio 5Days in a week

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Q-3.Why do you listen to radio?

Table - 3
Reason for listen to radio Entertainment Relaxation Refreshment Traffic updates News For a radio jocky No of respondent 191 25 12 7 68 24

Chart - 3
200 No of respondent 150 100 50 0 25 12 7 68 24 191

Reason for listen radio

Reson

InterpretationFrom the above Column chart researcher conclude that most of the listener listen radio for entertainment

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Q-4.How much time do you spend for listening Radio? (in a day)
Table - 4
Spend time for listen radio in a day Less than 1 hour 1-2 hour 2-4 hour 4-8 hour More than 8 hour Total No of respondent 8 122 61 6 0 197 percentage 4.06% 61.93% 30.96% 3.05% 0

Chart - 4

Spend time for listen radio

Percentage of respondent 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Less than 1 hour 1-2 hour 2-4 hour 4-8 hour More than 8 hour 4.06% 3.05% 0 30.96% 61.93%

Time

InterpretationAbove Column chart indicate that 61.93% listener listen radio for 1-2 hour in a day

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Q-5.When do you listen to radio?

Table - 5
Time of listen radio 6 am - 7 am 7 am - 11am 11 am - 1 pm 1 pm - 5 pm 5 pm - 7 pm 7 pm - 9 pm No of respondent 19 25 35 77 96 57

Chart - 5

Time of Listening Radio

100
No of respondent 96 77 57 25 35

80 60 40 20 0 6 am - 7 7 am am 11am
19

11 am - 1 pm - 5 5 pm - 7 7 pm - 9 1 pm pm pm pm
Time

InterpretationAbove Column chart indicate that most of the listener listen radio between the time of 5pm-7pm

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Q-6.Wher do you listen to radio?

Table - 6
Place of listen radio At Home While Travelling While Working Restaurant Other No of respondent 96 23 121 3 6

Chart - 6

Place of listening Radio

150 No of respondent 96 121

100

50

23 3 6 Other

0 At Home While Travelling While Working Place Restaurent

InterpretationWhile looking at the graph it reveals that most of listener i.e. 121 listen radio while they working and 96 listener listen radio at home

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Q-7.According to you which radio station doing highest branding?

Table - 7
Radio doing highest branding Radio City 91.1 Big F.M 92.7 My F.M 94.3 Radio mIrchi 98.3 No of respondent 38 76 46 37 percentages 19.29% 38.58% 23.35% 18.78%

Chart - 7

Radio doing highest branding

40.00% Percentage of respondent 30.00% 19.29% 20.00% 10.00% 0.00% Radio City 91.1 Big F.M 92.7 My F.M 94.3 Radio mIrchi 98.3 38.58%

23.35% 18.78%

Radio station

InterpretationWhile looking at the above chart according to the respondent it indicate that bigFM 92.7 doing highest branding so it is most grooving radio station

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Q-8.What are the tools can be used for branding?

Table - 8
Tools can be used for branding Malls Banner Hording Buses Other No of respondent 61 177 79 39 0

Chart - 8

Tools for Branding

200 No of respondent 150 79 100 50 0 0 Malls Banner Hording Tools for branding Buses Other 61 39 177

InterpretationWhile looking at the column chart it indicate that banner is best tool for branding

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Q-9.Do you thing event can be helpful for branding?

Table - 9
Event can be helpful for branding Yes No Total No of respondent percentages 55 27.92% 142 72.08% 197

Chart - 9

Event can be helpful for branding

72.08%

27.92%

Yes No

InterpretationWhile looking at the above column chart it indicate event can not be helpful for branding.

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Q-10.What type of even should organize for different target group?

Table 10-A
Target Group 10 - 18 Years 18 - 25 Years 25 - 40 Years 40 above Total GAME & CONTENT No of respondent percentages 172 24 0 1 197

87.31% 12.18% 0% 0.51%

Chart 10-A

Game and content event for different target group

Percentage of respondent 100.00% 80.00% 60.00% 40.00% 20.00% 0.00% 10 - 18 Year 18 - 25 Year 25 - 40 Year 40 above Target group 12.18% 0% 0.51% 87.31%

InterpretationWhile looking at the above column chart it indicate game & content event organize for target group of 10-18 years

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Table 10-B
Target Group 10 - 18 Years 18 - 25 Years 25 - 40 Years 40 above BUSINESS RELATED No of respondent s 0 7 106 84 percentages 0% 3.55% 53.81% 42.64%

Chart 10-B

Business related event for different target group

60% Percentage of respondent 50% 40% 30% 20% 10% 0% 0% 10 - 18 Year 3.55% 18 - 25 Year 25 - 40 Year 40 above 53.81% 42.64%

Target group

InterpretationWhile looking at the above column chart it indicate business related event should organize for target group of25-40 years

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Table 10-C
MANAGEMENT RELATED No of respondent percentages 0 0% 9 4.57% 83 42.13% 105 53.30%

Target Group 10 - 18 Years 18 - 25 Years 25 - 40 Years 40 above

Chart 10-C

Management related event for different target group

60% Percentage of respondent 50% 40% 30% 20% 10% 0% 0% 10 - 18 Year 4.57% 18 - 25 Year 25 - 40 Year 40 above 42.13% 53.30%

Target group

InterpretationWhile looking at the above column chart it indicate management related event should organize for target group of above 40 years

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Table 10-D
DANCE PARTY No of respondent percentages 21 159 9 8

Target Group 10 - 18 Years 18 - 25 Years 25 - 40 Years 40 above

10.66% 80.71% 4.57% 4.06%

Chart 10-D

Dance party event for different target group

100.00% percentage of respondent 80.71% 80.00% 60.00% 40.00% 20.00% 0.00% 10 - 18 Year 18 - 25 Year 25 - 40 Year 40 above Target group 10.66% 4.57% 4.06%

InterpretationWhile looking at the above column chart it indicate dance party event should organize for target group of 18-25 years

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Q-11.What are the effective merchandises can be used for branding?

Table - 11

Merchandises used for branding

cap Pen T-Shirt Bike Calendar Balloon Shuttle of Shops Belt Kite Umbrella Hand Bag Purse Lake board water Bottle Sticker Boundary Line

No of respondent
85 79 102 35 68 48 34 14 49 58 37 19 8 19 15 31

Chart - 11

Merchandises can be used for branding

120 100 80 60 40 20 0 35 79 68 48 34 14 49 58 37 19 8 19 15 31 102

InterpretationWhile looking at the above column chart it indicate t-shirt, cap, pen, calendar and umbrella are best merchandises for branding

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Chapter-6 Hypothesis testing

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H0 = 80% Brand visibility may be there among the listener H1 = 80% Brand visibility may not be there among the listener Here, n = 250 X = number of respondents. p = = = X n 55 197 0.28

Zcal =

Zcal = p-P
PQ n = 0.28-0.8 0.80.2 197 = 0.52 0.028 = 18.57

Level of significance = 5% Ztab = 1.96

= 18.57> 1.96 18.81 > 1.96 As the above result shows that Zcal value is greaterer than Ztab value, so the hypothesis is rejected.

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Chapter-7 Findings

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From this study I have found that, 1. 78.80% respondents prefer to listen radio and rest 21.20% respondent do not prefer listen to radio.

2.

34.52% listener prefer to listen radio 5days in a week and 27.92% listener prefer to listen radio 4 days in a week and 16.24% listener prefer to listen radio 6 days in a week 96.95% listener listen radio for entertainment and 34.51% listener listen radio for news and 12.18% listener listen radio for a radio jokey 61.93% listener listen radio 1-2 hour in a day and 30.96% listener listen radio 2-4 hour in a day 48.73% listener listen radio between the time of 5pm7pm and 39.08% listener listen radio between the time of 1pm-5pm and 61.42% listener listen radio while they working 48.73% listener listen radio at home

3.

4.

5.

6.

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7.

38.58% listener say that 92.7doing highest branding and 23.35% listener say that 94.3 My fm doing highest branding and 19.29% listener say that 91.1 radio city doing highest branding. 89.84% listener say that banner is useful tool for branding and 40.10% listener say that hording is useful tool for branding and 30.96% listener say that mall is useful tool for branding 72.08% listener say that event can not be helpful for branding and rest 27.92% listener say that event can be helpful for branding

8.

9.

10. 87.31% listener say that game & content event organize for 10-18 year target group 11. 53.81% listener say that business related event organize for 25-40 year target group and 42.64% listener say that business related event organize for above 40 year target group 12. 53.30%listener say that management related event organize for above 40 year target group and 42.13% listener say that management related event organize 2540 year target group

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13. 80.71% listener say that dance party organize for 18-25 year target group and 10.66% listener say that dance party organize for 10-18 year target group 14. 51.78%listener say that t-shirt is useful for branding and 43.15% listener say that cap is useful for branding and 40.10% listener say that pen is useful for branding and 34.52% listener say that calendar is useful for branding and 29.44% listener say that umbrella is useful for branding

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Chapter-8 Suggestions

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Suggestions
Company should try to minimize the duration of advertise between interesting program so that listener can stick with the program. Company should try to improve on quality of contents and delivery because many respondents have identified some problem regarding this. Especially in night shows FM channel should maintain some mixture of songs and also maintain music grid accordingly. As far as brand visibility is concerned people find that whichever the radio station do events and branding activity may get more mileage in terms of listenership.

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REFERENCE MATERIAL

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Bibliography

Marketing Management:- Philip Kotler Marketing Management (Russel S Winner) Marketing Research (Rajendra Nargundkar)
www.wikipedia.com www.myfmindia.com www.exchangemedia.com

Appendices
Specimen of Questionnaire

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