Saba Publications Center

First Survey Report of Radio Nawa & Saba Magazine (Kabul)

___________________________________________________________

Afghan Management and Marketing Consultants

Opposite Interior Ministry, Apartment #3, Shahr-e-Naw, Kabul url: www.amm.com.af email: info@ammc.com.af Phone 0093-752021262

Table of Contents I. Survey Plan Page 2 i. Purpose ii. Scope iii. Methodology iv. Time line for Survey General Information about All present Radio Stations....Page 4 i. Overall Analysis ii. Age group specific Analysis iii. Income group Analysis Radio Nawa..Page 23 i. Overall Analysis ii. Age group specific Analysis iii. Income group specific Analysis General Information about MagazinePage 34 i. Overall Analysis ii. Age group specific Analysis iii. Income group specific Analysis Saba MagazinePage 44 i. Overall Analysis ii. Age group specific Analysis iii. Income group Specific Analysis General Survey Statistics.Page 59

II.

III.

IV.

V.

VI.

Survey Plan
I. Purpose of the Survey i. To inquire about which Radio Station is famous among people and the major reason for its fame ii. To find out what Programs of the famous Radio Station are liked most by people and reasons for liking those programs iii. What are technical problem, which stop people from listening radio in a specific area (bad voice quality, frequency etc) iv. To identify major competitors of Radio Nawa and What are their strengths and weaknesses v. To categorize the listeners of each program of Radio Nawa according to Age, Income, Gender, Language vi. To understand the Listening habits, time of listening, usage of equipment and Methods of listening of listeners vii. To collect recommendations and criticism of listeners regarding various programs of Radio Nawa Scope of the Survey The conceptual scope of research covers the knowledge and first hand data collection for the ranking of various Radio Stations and Specifically Radio Nawa, while, the reasons of any media products (as specified above) to be on the top in the region. The geographical scope of the survey covers all the major areas of the major cities of Afghanistan including Kabul, Herat, Mazar Sharif, Jalalabad and Kandahar III. Proposed Methodology A quaternary methodology shall be adopted to conduct the survey; four feet of that tripod are Planning & Pre-testing, Fieldwork, Analysis and Reporting. Targets for field work are various age groups so as to know the specific likings of various age-groups and secondly to have variety in gathered information. The numerous age groups with representation from both sexes shall be interviewed as per the schedule given below:

Chapter I

II.

Age Groups
10 to 15 years 16 to 25 years 26 to 35 years 36 to 45 years 46 to 55 years and above Total Respondents IV. Time Line for Survey

Target groups
130 130 130 130 130 650

Activity
Training of Enumerators Pre-testing Rectifications Field Work Data entry & Analysis Report writing Total Days

Time in Days
1 day 2 day 1 day 10 days 6 days 4 days 24 days

General Information about All present Radio Stations

I. Overall Analysis i. Positions (Ranks) of Radio The overall report of the survey reveals that Radio Nawa has still a long way ahead to be famous among people. In the total survey we added names of Eleven (11) Radio Stations, which could be listened in Kabul. Following Table Reveals the names of Radio Stations and with the corresponding number of people who liked the Radio:
Radio Positioning Percentage/Frequency Frequency BBC Ashna Azadi Arman Killid Aryana Kabul Radio Watandar Turkia DW Nawa Total 95 48 68 155 76 42 54 73 3 7 21 642 Percent 14.8 7.5 10.6 24.1 11.8 6.5 8.4 11.4 .5 1.1 3.3 100.0 Valid Percent 14.8 7.5 10.6 24.1 11.8 6.5 8.4 11.4 .5 1.1 3.3 100.0 Cumulative Percent 14.8 22.3 32.9 57.0 68.8 75.4 83.8 95.2 95.6 96.7 100.0

Chapter II

If we could see in detail Radio Arman wins the race with 155 votes (24%) of people ranking it as most popular, BBC with its classic style takes the second Rank with 95 votes (14.8%) of liking from the people while Radio Killid is the 3rd popular radio in Kabul with 76 voles (11.8%). Radio Nawa is ranked as 9 in total of 11 radio Stations with popularity among only 3.3% (21 votes) of people. It is also clearer to see in the following Barchart.

Radio Positioning
160 155

140

120

100

95

80 68 60 48

76

73

54 42

40 21 7

20 3 0 BBC Ashna Azadi Arman Killid Aryana Kabul Radio Watandar Turkia DW

Nawa

ii.

Programs people like more

When asked that what kind programs are more liked by people while listening to a Radio, the replies were quite interesting, see below table for details:
By Frequency/Percentage Frequency Fresh News Political Discussions Songs Social Discussions Religious Culture Promotion Total 147 112 182 55 133 13 642 Percent 22.9 17.4 28.3 8.6 20.7 2.0 100.0 Valid Percent 22.9 17.4 28.3 8.6 20.7 2.0 100.0 Cumulative Percent 22.9 40.3 68.7 77.3 98.0 100.0

If we could look at the table 28.3% (182) of the respondents preferred to listen to songs in radio, 22.9 % (147) liked to listen to latest and fresh news 20.7% (133) listeners of radio liked to listen to Religious programs, 17.4% (112) people liked political

discussions on Radio, while Social issues discussion and Culture Promotion took 8.6% (55) and 2% (13) votes respectively. For details see the following chart:

By Chart
Culture Promotion Religious Fresh New s

Social Discussions Political Discussion

Songs

iii.

Technical Problems to people

Most of the people replied that there is no problem in listening radio and voice is quite clear. See the below table for details
Frequency No Problem Bad Voice quality Frequency others Total 572 36 32 2 642 Percent 89.1 5.6 5.0 .3 100.0 Valid Percent 89.1 5.6 5.0 .3 100.0 Cumulative Percent 89.1 94.7 99.7 100.0

As we can see the table 89% (572) respondents said that they have no problem in listening to the radio, while 5.6% (36) and 5% (32) people declared that they have problems in Bad Voice quality and Frequency respectively. The idea becomes clearer by looking at the following chart:

Problems
others Frequency Bad Voice quality

No Problem

iv.

What is listening time of People

When people were asked about at what time they listen to radio the following were the responses
Frequency 0 6 to 9 am 9 to 12 12 to 3 3 to 6 6 to 9 pm 9 to 12 pm Total 2 293 145 93 98 8 3 642 Percent .3 45.6 22.6 14.5 15.3 1.2 .5 100.0 Valid Percent .3 45.6 22.6 14.5 15.3 1.2 .5 100.0 Cumulative Percent .3 46.0 68.5 83.0 98.3 99.5 100.0

As we can see in the above table 45.6% of the respondents listen to radio from 6 am to 9 am in the morning, 22.6% listen radio from 9am to 12 in the noon and 15.3% people responded that they listen to radio 3pm to 6pm in the afternoon, while 14.5% people listen to radio from 12pm to 3pm. In the evening only 2% people listen to the radio. For more understanding see the following figure.

9 to 12 pm 6 to 9 pm 3 to 6 0

12 to 3

6 to 9 am

9 to 12

v.

Where do people listen Radio

When we tried to know about the listening habits of radio listeners, the following responses were found:
Frequency 0 At Home In the car At the Office Others Total 1 467 36 78 60 642 Percent .2 72.7 5.6 12.1 9.3 100.0 Valid Percent Cumulative Percent .2 72.7 5.6 12.1 9.3 100.0 .2 72.9 78.5 90.7 100.0

As we can see in the above table 72.7% (467) of people like to listen radio at home, while 12.1% (78) respondents listen radio in their office or workplace, 5.6% (36) people listen radio in their car and 9.3% (60) respondents replied that they listen radio at places other than stated above. For details see following chart:

Others At the Office In the car 0

At Home

II.

Age groups specific Analysis i. Positions (Ranks) of Radio In the age-group report of the survey various comments came from various age groups regarding the positioning of the radio stations. See the following table for details:
Total 10-15 BBC Ashna Azadi Arman Killid Aryana Kabul Radio Watandar Turkia DW Nawa Total 13 4 10 35 12 10 7 10 16-25 46 20 16 60 33 15 11 33 1 3 9 247 26-35 16 6 19 29 13 7 13 15 1 4 123 36-45 7 10 11 13 6 8 13 9 2 2 3 84 46-55 & above 13 8 12 18 12 2 10 6 1 1 83

95 48 68 155 76 42 54 73 3 7 21 642

4 105

In Age group of 10-15 years the top radio station is Arman with 35 responses, second is BBC with 13 responses, 3rd is Killid with 12 responses, Azadi, Aryana and Watandar all scored 10 votes and stay at number 4, Radio Kabul (ART) stays at 5th place with

7 responses and Radio Nawa and Ashna scores only 4 votes each to secure 6th place. In Age group of 16-25 years the top radio station is Arman with 60 responses, second is BBC with 46 responses, 3rd are Killid and Watandar with 33 responses each, Ashna, Azadi, and Aryana are 4th, 5th and 6th positions with 20, 16 and 15 votes respectively, Radio Kabul (ART), Radio Nawa, Radio DW and Turkia stays at 7th, 8th, 9th and 10th Place with 11, 9, 3 and 1 responses respectively In Age group of 26-35 years the top radio station is Arman with 29 responses, second and 3rd are Azadi and BBC with 19 and 16 responses respectively, 4th is Watandar with 15 responses, Killid and Radio Kabul (ART) stays at 5th rank with 13 responses each, Aryana, Ashna, Radio Nawa and DW gets 6th, 7th, 8th, and 9th rank with 7, 6, 4 and 1 responses in this age group In Age group of 36-45 years the top radio stations are Kabul Radio (ART) and Arman with 13 responses each, second is Azadi with 11 responses, 3rd, 4th and 5th ranks are Ashna, Watandar, and Aryana with 10, 9 and 8 responses respectively, BBC, Killid and Nawa are 6th, 7th and 8th positions with 7, 6 and 3 votes respectively, DW and Trukia Radio scores 9th place by taking 2 responses each In Age group of 46 years above the top radio station is once again Arman with 18 responses, second is BBC with 13 responses, 3rd are Killid and Azadi with 12 responses each, Kabul Radio (ART), Ashna and Watandar are 4th, 5th and 6th positions with 10, 8 and 6 votes respectively, Aryana Radio scored 7th position with 2 responses while Radio Nawa and DW scored 8th position with 1 response each.

10

Radio Positioning
160

140

120

100 46-55 & above 80 36-45 26-35 60 16-25 10-15 40

20

0 BBC Azadi Killid Kabul Radio Turkia Nawa

ii. Programs people like more In the age-group report of the survey various comments came from various age groups regarding what kind of programs people like in radio. See the following table for details:
Total 10-15 Fresh News Political Discussions Songs Social Discussions Religious Culture Promotion Total 31 11 16-25 70 39 26-35 21 24 36-45 14 17 46-55 & above 11 21 147 112

45 4

76 21

31 13

19 7

11 10

182 55

12 2 105

37 4 247

32 2 123

24 3 84

28 2 83

133 13 642

In Age group of 10-15 years the most (45) respondents liked Songs, second option was Fresh News opted by 31 people, while 3rd, 4th, 5th and 6th options are Religious programs (12), Political Discussions (11), Social Discussions (4) and Culture promotion (2) respectively.

11

In Age group of 16-25 years the most (76) respondents liked Songs, second option was Fresh News opted by 70 people, while 3rd, 4th, 5th and 6th options are Political Discussions (39), Religious programs (37), Social Discussions (21) and Culture promotion (4) respectively In Age group of 26-35 years the most (32) respondents liked Religious programs, second option was Songs opted by 31 people, while 3rd, 4th, 5th and 6th options are, Political Discussions (24), Fresh News (21), Social Discussions (13) and Culture promotion (2) respectively. In Age group of 36-45 years the most (24) respondents liked Religious programs, second option was Songs opted by 19 people, while 3rd, 4th, 5th and 6th options are, Political Discussions (17), Fresh News (14), Social Discussions (7) and Culture promotion (3) respectively. In Age group of 46 and above years the most (28) respondents liked Religious programs, second option was Political discussions opted by 21 people, 3rd option was won by two options namely Fresh News and Songs each scoring 11 votes, while the 4th and 5th options are Social Discussions (10) and Culture promotion (2) respectively.
Types of Programs Liked

200 180 160 140 120 100 80 60 40 20 0 Fresh News Political Discussions Songs Social Discussions Religious Culture Promotion 46-55 & above 36-45 26-35 16-25 10-15

12

iii. What is listening time of People In the age-group report of the survey various comments came from various age groups regarding listening time of Radio. See the following table for details:
Total 10-15 6 to 9 am 9 to 12 12 to 3 3 to 6 6 to 9 pm 9 to 12 pm 0 Total 44 29 17 9 4 2 105 16-25 105 62 42 35 2 1 247 26-35 54 20 19 27 1 2 123 36-45 42 15 11 16 46-55 & above 48 19 4 11 1

84

83

293 145 93 98 8 3 2 642

In Age group of 10-15 years total number of people who said that they listen to Radio from 6am to 9am is 44, those listening radio from 9am to 12pm are 29, those listening from 12pm to 3pm are 17 and so on. We can see thus that most people listen radio in the morning from 6am to 9am. For details see the table above In Age group of 16-25 years total number of people who said that they listen to Radio from 6am to 9am is 105, those listening radio from 9am to 12pm are 62, those listening from 12pm to 3pm are 42 and so on. We can see thus that most people listen radio in the morning from 6am to 9am. For details see the table above In Age group of 26-35 years total number of people who said that they listen to Radio from 6am to 9am is 54, those listening radio from 3pm to 6pm are 27, those listening from 9am to 12pm are 20 and so on. We can see thus that most people listen radio in the morning from 6am to 9am. For details see the table above In Age group of 36-45 years total number of people who said that they listen to Radio from 6am to 9am is 42, those listening radio from 3pm to 6pm are 16, those listening from 9am to 12pm are 15 and so on. We can see thus that most people listen radio in the morning from 6am to 9am. For details see the table above In Age group of 45 years and above total number of people who said that they listen to Radio from 6am to 9am is 48, those listening radio from 9am to 12pm are 19, those listening from 3pm to 6pm are 11 and so on. We can see thus that most people listen radio in the morning from 6am to 9am. For details see the table above

13

Time of Radio Listening

300

250

200

46-55 & above 36-45 26-35

150

16-25 10-15

100

50

0 6 to 9 am 9 to 12 12 to 3 3 to 6 6 to 9 pm 9 to 12 pm

iv. Where do people listen Radio In the age-group report of the survey various comments came from various age groups regarding where people prefer to listen to Radio. See the following table for details:
Total 10-15 0 At Home In the car At the Office Others Total 1 87 2 8 7 105 16-25 26-35 36-45 46-55 & above 61 11 5 6 83 1 467 36 78 60 642

177 9 33 28 247

86 9 17 11 123

56 5 15 8 84

In Age group of 10-15 years total number of people who said that they listen to Radio at home is 87, those listening radio at office/work place are 8, those listening in other places and in car are 7 and 2 respectively. We can see thus that most people listen radio at home. In Age group of 16-25 years total number of people who said that they listen to Radio at home is 177, those listening radio at office/work place are 33, those listening in other places and in car are 28 and 9 respectively. We can see thus that most people listen radio at home.

14

In Age group of 26-35 years total number of people who said that they listen to Radio at home is 86, those listening radio at office/work place are 17, those listening in other places and in car are 11 and 9 respectively. We can see thus that most people listen radio at home. In Age group of 36-45 years total number of people who said that they listen to Radio at home is 86, those listening radio at office/work place are 15, those listening in other places and in car are 8 and 5 respectively. We can see thus that most people listen radio at home. In Age group of 45 years and above total number of people who said that they listen to Radio at home is 61, those listening radio in the car are 11, those listening in other places and in their office/workplace are 6 and 5 respectively. We can see thus that most people listen radio at home.
Place of Radio Listening

250

200

Others 150 At the Office In the car At Home 100

50

0 10-15 16-25 26-35 36-45 46-55 & above

III.

Income groups specific Analysis i. Positions (Ranks) of Radio In the income-group report of the survey various comments came from various income groups regarding the positioning of the radio stations. See the following table for details:

15

Total BBC Ashna Azadi Arman Killid Aryana Kabul Radio Watandar Turkia DW Nawa Total under 5000 77 42 54 119 65 33 42 57 3 6 16 514 500110000 8 5 6 13 8 3 3 7 2 55 1000115000 7 1 5 16 2 3 8 5 1 2 50 1500120000 3 2 4 1 1 3 2000125000 1 1 1 1 1 1 6 3000135000 95 48 68 155 76 42 54 73 3 7 21 642

2 1

14

In Income group of under 5,000 Afs per month the top radio station is Arman with 119 responses, second is BBC with 77 responses, 3rd is Killid with 65 responses, Watandar, Azadi, and scored 57, 54 votes respectively and gets 4th and 5th rank, while Ashna and Kabul Radio (ART) both scored 42 votes and stay at number, Aryana, Nawa, DW and Turkia secures 7th, 8th, 9th and 10th positions with 33, 16, 6 and 3 responses respectively. In Income group of 5,001 to 10,000 Afs per month the top radio station is Arman with 13 responses, second are Radio Killid and BBC with 8 responses each, 3rd is Watandar with 7 responses, Azadi and Ashna are 4th and 5th positions with 6 and 5 votes respectively, Radio Kabul (ART) and Aryana both takes 3 votes to take 6th position, while Radio Nawa scores 2 votes to secure 7th place in the ranking. Radio DW and Turkia got no response in this income group In Income group of 10,001 to 15,000 Afs per month the top radio station is Arman with 16 responses, second is Kabul Radio (ART) with 8 responses, 3rd is BBC with 7 responses, Azadi and Watandar are at 4th place with 5 responses each, while 5th positions is taken by Aryana radio with 3 votes, Radio Nawa and Radio Killid both takes 2 votes to take 6th position, while DW scores 1 votes to secure 7th place in the ranking. Radio Turkia got no response in this income group In Income group of 15,001 to 20,000 Afs per month the top radio station is Arman with 4 responses, second is BBC with 3 responses, 3rd is Azadi with 2 responses, Killid and Aryana are at 4th position with 1 vote each, Radio Nawa, Radio Kabul (ART) Ashna, DW and Turkia got no response in this income group

16

In Income group of 20,001 to 25,000 Afs per month Radio Azadi, Arman, Watandar, Aryana, ART scored 1 response each and Radio Nawa, Killid, BBC, Ashna, Turkia and DW got no response. In Income group of 25,001 to 35,000 Afs per month Radio Arman got 2 responses and secured first position once again, Aryana got one vote and secured second place while, Watandar, Aryana, ART, Azadi, Radio Nawa, Killid, BBC, Ashna, Turkia and DW got no response
Income Wise Radio Positioning
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% BBC Ashna Azadi Arman Killid Aryana Kabul Radio Watandar Turkia DW Nawa 30001-35000 20001-25000 15001-20000 10001-15000 5001-10000 under 5000

ii. Programs people like more In the income-group report of the survey various comments came from various income groups regarding what kind of programs people like in radio. See the following table for details:
Total Fresh News Political Discussion s Songs Social Discussion s Religious Culture Promotion Total under 5000 119 80 148 48 110 9 514 500110000 15 8 15 5 10 2 55 1000115000 9 15 17 1 7 1 50 3 14 1500120000 4 7 2000125000 1 3000135000 147 1 2 1 3 1 6 3 112 182 55 133 13 642

17

In Income group of under 5,000 Afs per month the most (148) respondents liked Songs, second option was Fresh News opted by 119 people, while 3rd, 4th, 5th and 6th options are Religious programs (110), Political Discussions (80), Social Discussions (48) and Culture promotion (9) respectively. In Income group 5,001 to 10,000 Afs per month the most (15) respondents liked Songs and Fresh News equally, second option was Religious Programs opted by 10 people, while 3rd, 4th and 5th options are Political Discussions (8), Social Discussions (5) and Culture promotion (2) respectively In Income group of 10,001 to 15,000 Afs per month the most (17) respondents liked Songs, second option was Political Discussions opted by 15 people, while 3rd & 4th options are Fresh News (9) and Religions programs (7) respectively, while 5th place is equally shared by Social discussions and Culture promotion by getting 1 response each. In Income group of 15,001 to 20,000 Afs per month the most (7) respondents liked Political Discussion, second option was Fresh News opted by 4 people, while 3rd option is Religious Programs, the remaining options didnt get any response in this income group. In Income group of 20,001 to 25,000 Afs per month the most (3) respondents liked Religious programs, second place was taken by Political discussions, Social Discussions and Culture Promotion by securing 1 vote each, while the remaining options didnt get any response in this income group. In Income group of 25,001 to 35,000 Afs per month the most (2) respondents liked Songs; second place was taken by Political discussions by securing 1 vote, while the remaining options didnt get any response in this income group.

18

Type of Programs Liked

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% under 5000 5001-10000 10001-15000 15001-20000 20001-25000 30001-35000 Culture Promotion Religious Social Discussions Songs Political Discussions Fresh News

iii. What is listening time of People In the income-group report of the survey various comments came from various income groups regarding listening time of Radio. See the following table for details:
Total 6 to 9 am 9 to 12 12 to 3 3 to 6 6 to 9 pm 9 to 12 pm 0 Total under 5001-10000 5000 240 26 113 15 71 8 79 4 7 1 2 1 2 514 55 1000115000 20 10 10 10 1500120000 4 3 3 4 2000125000 2 4 3000135000 1 1 1 293 145 93 98 8 3 2 642

50

14

In Income group of under 5,000 Afs per month total number of people who said that they listen to Radio from 6am to 9am is 240, those listening radio from 9am to 12pm are 113, those listening from 3pm to 6pm are 79 and so on. We can see thus that most people listen radio in the morning from 6am to 9am. For details see the table above In Income group 5,001 to 10,000 Afs per month total number of people who said that they listen to Radio from 6am to 9am is 26, those listening radio from 9am to 12pm are 15 and those listening from 12pm to 3pm are 8 and so on. We can see thus

19

that most people listen radio in the morning from 6am to 9am. For details see the table above In Income group of 10,001 to 15,000 Afs per month total number of people who said that they listen to Radio from 6am to 9am is 20, those listening radio from 9am to 12pm, 12pm to 3pm and 3pm to 6pm, are 10, the remaining categories are with no response In Income group of 15,001 to 20,000 Afs per month total number of people who said that they listen to Radio from 6am to 9am and 3pm to 6pm are 4 for each time interval, those listening radio from 9am to 12pm and 12pm to 3pm are 3 for each time interval. The remaining categories are with no response In Income group of 20,001 to 25,000 Afs per month total number of people who said that they listen to Radio from 9am to 12pm are 4, those listening radio from 6am to 9am are 2. The remaining categories are with no response In Income group of 25,001 to 25,000 Afs per month total number of people who said that they listen to Radio from 6am to 9am, 12pm to 3pm and 3pm to 6pm are 1 response per each category. The remaining categories are with no response

Time of Radio Listening

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% under 5000 5001-10000 10001-15000 15001-20000 20001-25000 30001-35000

9 to 12 pm 6 to 9 pm 3 to 6 12 to 3 9 to 12 6 to 9 am

20

iv. Where do people listen Radio In the age-group report of the survey various comments came from various age groups regarding where people prefer to listen to Radio. See the following table for details:
Total 0 At Home In the car At the Office Others Total under 5000 1 383 25 60 45 514 500110000 41 4 2 8 55 1000115000 26 4 13 7 50 1500120000 10 2 2 14 2000125000 5 1 6 3 3000135000 2 1 1 467 36 78 60 642

In Income group of under 5,000 Afs per month total number of people who said that they listen to Radio at home is 383, those listening radio at office/work place are 60, those listening in other places and in car are 45 and 25 respectively. We can see thus that most people listen radio at home. In Income group 5,001 to 10,000 Afs per month total number of people who said that they listen to Radio at home is 41, those listening radio at other place are 8, those listening in car and at office/workplace are 4 and 2 respectively. We can see thus that most people listen radio at home. In Income group of 10,001 to 15,000 Afs per month total number of people who said that they listen to Radio at home is 26, those listening radio at office/work place are 13, those listening in other places and in car are 7 and 4 respectively. We can see thus that most people listen radio at home. In Income group of 15,001 to 20,000 Afs per month total number of people who said that they listen to Radio at home is 10, those listening in car and in their office/workplace are 2 and 2 respectively. We can see thus that most people listen radio at home. In Income group of 20,001 to 25,000 Afs per month total number of people who said that they listen to Radio at home is 5, those listening in office/workplace is 1. We can see thus that most people listen radio at home. In Income group of 25,001 to 35,000 Afs per month total number of people who said that they listen to Radio at home is 2, those listening in car is 1. We can see thus that most people listen radio at home. 21

Place of Radio Listening

100% 90% 80% 70% 60% Others 50% 40% 30% 20% 10% 0% under 5000 5001-10000 10001-15000 15001-20000 20001-25000 30001-35000 At the Office In the car At Home

22

Information regarding Radio Nawa

I. Overall Analysis i. Knowledge of Radio Nawa When asked that do people know about Radio Nawa, only 33.6% (216) people answered positively, while 66.4% (426) respondents said that they didnt know about this Radio. It is consequently recommended to improve the promotional methods so as to let people know at-least that there is a radio station with the name of Radio Nawa. See the below figure for more clarity on the issue.

Chapter III

Chart

Yes

No

ii.

What Programs People like in Radio Nawa

As seen above 216 people said that they know that there is a radio with the name of Radio Nawa out of them 18 people said that despite know that Radio Nawa is there they have never listened to Radio and that is why they could not comment on the programs. The remaining 198 people replied as per the given table below:

23

Frequency 0 Nawa-e Maarefat Az Kahkashan e Honar Nawae Roz Da Golo Sange Hamnawa Ba Mardom Rawani Chari Lahza Haye Arghawani Ahang haye Maihani Pakhlanzi Barnama Haye Mokhtalif Basoe Rastgari Yad Yar Mehraban Ayad Hami Lahzae Batoo Nawa wa Lahazate Neema Shab Total 444 20 28 19 9 39 5 15 34 5 7 8 2 5 2 642

Percent 69.2 3.1 4.4 3.0 1.4 6.1 .8 2.3 5.3 .8 1.1 1.2 .3 .8 .3 100.0

Valid Percent 69.2 3.1 4.4 3.0 1.4 6.1 .8 2.3 5.3 .8 1.1 1.2 .3 .8 .3 100.0

Cumulative Percent 69.2 72.3 76.6 79.6 81.0 87.1 87.9 90.2 95.5 96.3 97.4 98.6 98.9 99.7 100.0

As we can see in the table the Program called Hamnwa ba Mardum takes lead with 19.7% (39 of 198 respondents), second is Ahang hai Mehanee with 17.2% (34 votes) and third is Az Kahkashane Hunar with 14.1% (28 responses). For details regarding other programs see the given chart below.

40

35

Nawa-e Maarefat Az Kahkashan e Honar

30

Nawae Roz Da Golo Sange Hamnawa Ba Mardom

25

Rawani Chari Lahza Haye Arghawani

20

Ahang haye Maihani Pakhlanzi

15

Barnama Haye Mokhtalif Basoe Rastgari Yad Yar Mehraban Ayad Hami

10

Lahzae Batoo Nawa wa Lahazate Neema Shab

0 Nawa-e Maarefat Nawae Roz Hamnawa Lahza Haye Ba Mardom Arghawani Pakhlanzi Basoe Rastgari Lahzae Batoo

24

iii. What Programs people dont like in Radio Nawa There we no responses in this regard in the survey II. i. Age group specific Analysis Radio Nawa Listeners In the age-group report of the survey various comments came from various age groups regarding listeners of Radio Nawa. See the following table for details:
Total 10-15 Yes No Total 28 77 105 16-25 84 163 247 26-35 43 80 123 36-45 34 50 84 46-55 & above 27 56 83

216 426 642

In Age group of 10-15 years total number of people who said that they listen to Radio Nawa is 28 out of 105 and those whose answer was in negative were 77 out of 105 In Age group of 16-25 years total number of people who said that they listen to Radio Nawa is 84 out of 247 and those whose answer was in negative were 163 out of 247 In Age group of 26-35 years total number of people who said that they listen to Radio Nawa is 43 out of 123 and those whose answer was in negative were 80 out of 123 In Age group of 36-45 years total number of people who said that they listen to Radio Nawa is 34 out of 84 and those whose answer was in negative were 50 out of 84 In Age group of 46 years and above total number of people who said that they listen to Radio Nawa is 27 out of 83 and those whose answer was in negative were 56 out of 83

25

People Knowing bout Radio Nawa

100%

80%

60% No Yes 40%

20%

0% 10-15 16-25 26-35 36-45 46-55 & above

ii.

What Programs People like in Radio Nawa Radio Programs that are liked by people listening to Radio Nawa in the given table below:
Total 10-15 16-25 173 11 6 9 1 16 26-35 87 2 3 2 2 10 1 5 13 3 3 4 2 1 1 1 123 1 1 84 2 4 7 1 1 1 8 3 2 6 2 1 7 1 2 2 1 36-45 50 46-55 & above 55 3 5 2 3 5 1 2 2

0 Nawa-e Maarefat Az Kahkashan e Honar Nawae Roz Da Golo Sange Hamnawa Ba Mardom Rawani Chari Lahza Haye Arghawani Ahang haye Maihani Pakhlanzi Barnama Haye Mokhtalif Basoe Rastgari Yad Yar Mehraban Ayad Hami Lahzae Batoo Nawa wa Lahazate Neema Shab Total

79 4 6 3 1 2 1 3 5 1

444 20 28 19 9 39 5 15 34 5 7 8 2 5 2 642

105

247

83

26

Nawa e Maarefat: A program that is liked by 4 out of 26 people at the age group 10-15 years, 11 out of 74 in age group 16-25 years, 2 out of 36 in 26-35 age group, 0 out of 34 people in 36-45 years age group and 3 out of 28 in age group of 46 years and above. Az Kahkashane Honar: A program that is liked by 6 out of 26 people at the age group 10-15 years, 6 out of 74 in age group 1625 years, 3 out of 36 in 26-35 age group, 8 out of 34 people in 3645 years age group and 5 out of 28 in age group of 46 years and above. Nawae Roz: A program that is liked by 3 out of 26 people at the age group 10-15 years, 9 out of 74 in age group 16-25 years, 2 out of 36 in 26-35 age group, 3 out of 34 people in 36-45 years age group and 2 out of 28 in age group of 46 years and above. Da Golo Sange: A program that is liked by 1 out of 26 people at the age group 10-15 years, 1 out of 74 in age group 16-25 years, 2 out of 36 in 26-35 age group, 2 out of 34 people in 36-45 years age group and 3 out of 28 in age group of 46 years and above. Hamnawa ba Mardom: A program that is liked by 2 out of 26 people at the age group 10-15 years, 16 out of 74 in age group 1625 years, 10 out of 36 in 26-35 age group, 6 out of 34 people in 36-45 years age group and 5 out of 28 in age group of 46 years and above. Rawani Chari: A program that is liked by 1 out of 26 people at the age group 10-15 years, 0 out of 74 in age group 16-25 years, 1 out of 36 in 26-35 age group, 2 out of 34 people in 36-45 years age group and 1 out of 28 in age group of 46 years and above. Lahza Haye Arghawani: A program that is liked by 3 out of 26 people at the age group 10-15 years, 5 out of 74 in age group 1625 years, 4 out of 36 in 26-35 age group, 1 out of 34 people in 3645 years age group and 2 out of 28 in age group of 46 years and above. Ahang Haye Maihani: A program that is liked by 5 out of 26 people at the age group 10-15 years, 13 out of 74 in age group 1625 years, 7 out of 36 in 26-35 age group, 7 out of 34 people in 3645 years age group and 2 out of 28 in age group of 46 years and above. Pakhlanzi: A program that is liked by 0 out of 26 people at the age group 10-15 years, 3 out of 74 in age group 16-25 years, 1 out

27

of 36 in 26-35 age group, 1 out of 34 people in 36-45 years age group and 0 out of 28 in age group of 46 years and above. Barnama Hay Mokhtalif: A program that is liked by 1 out of 26 people at the age group 10-15 years, 3 out of 74 in age group 16-25 years, 1 out of 36 in 26-35 age group, 0 out of 34 people in 36-45 years age group and 2 out of 28 in age group of 46 years and above. Basoe Rastagari: A program that is liked by 0 out of 26 people at the age group 10-15 years, 4 out of 74 in age group 16-25 years, 1 out of 36 in 26-35 age group, 2 out of 34 people in 36-45 years age group and 1 out of 28 in age group of 46 years and above. Yad Yar Mehraban Ayad Hami: A program that is liked by 0 out of 26 people at the age group 10-15 years, 2 out of 74 in age group 16-25 years, 0 out of 36 in 26-35 age group, 0 out of 34 people in 36-45 years age group and 0 out of 28 in age group of 46 years and above. Lahzae Batoo: A program that is liked by 0 out of 26 people at the age group 10-15 years, 1 out of 74 in age group 16-25 years, 1 out of 36 in 26-35 age group, 1 out of 34 people in 36-45 years age group and 2 out of 28 in age group of 46 years and above. Nawa wa Lahzate Neema Shab: A program that is liked by 0 out of 26 people at the age group 10-15 years, 0 out of 74 in age group 16-25 years, 1 out of 36 in 26-35 age group, 1 out of 34 people in 36-45 years age group and 0 out of 28 in age group of 46 years and above.
Liked Programs of Radio Nawa
100%

80%

60% 46-55 & above 36-45 40% 26-35 16-25 10-15 20%

0% 0 Az Kahkashan e Honar Da Golo Sange Rawani Chari Ahang haye Maihani Barnama Haye Mokhtalif Yad Yar Mehraban Ayad Hami Nawa wa Lahazate Neema Shab

28

iii. III. i.

What Programs people dont like in Radio Nawa There we no responses in this regard in the survey Income groups specific Analysis Radio Nawa Listeners In the income-group report of the survey various comments came from various income groups regarding listeners of Radio Nawa. See the following table for details:
Total under 5000 Yes No 173 341 514 500110000 20 35 55 1000115000 12 38 50 1500120000 5 9 14 2000125000 4 2 6 3000135000 2 1 3 216 426 642

Total

In Income group of under 5,000 Afs per month total number of people who said that they listen to Radio Nawa is 173 out of 514 and those whose answer was in negative were 341 out of 514 In Income group of 5,001-10,000 Afs per month total number of people who said that they listen to Radio Nawa is 20 out of 55 and those whose answer was in negative were 35 out of 55 In Income group of 10,001-15,000 Afs per month total number of people who said that they listen to Radio Nawa is 12 out of 50 and those whose answer was in negative were 38 out of 50 In Income group of 15,001-20,000 Afs per month total number of people who said that they listen to Radio Nawa is 5 out of 14 and those whose answer was in negative were 9 out of 14 In Income group of 20,001-25,000 Afs per month total number of people who said that they listen to Radio Nawa is 4 out of 6 and those whose answer was in negative were 2 out of 6 In Income group of 25,001-35,000 Afs per month total number of people who said that they listen to Radio Nawa is 2 out of 3 and those whose answer was in negative were 1 out of 3

29

People Knowing about Radio Nawa

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% under 5000 5001-10000 10001-15000 15001-20000 20001-25000 30001-35000 No Yes

ii.

What Programs People like in Radio Nawa Radio Programs that are liked by people listening to Radio Nawa in the given table below:
Total under 5000 500110000 38 1 4 1 1 2 1000115000 40 1 1 2 1 1 1 1 1500120000 10 2 2000125000 2 3000135000 1 444 20 28 19 9 39 5 15 1 1 1 34 5 7 8 2 5 2 55 50 14 6 3 642

0 Nawa-e Maarefat Az Kahkashan e Honar Nawae Roz Da Golo Sange Hamnawa Ba Mardom Rawani Chari Lahza Haye Arghawani Ahang haye Maihani Pakhlanzi Barnama Haye Mokhtalif Basoe Rastgari Yad Yar Mehraban Ayad Hami Lahzae Batoo Nawa wa Lahazate Neema Shab Total

353 18 21 16 7 34 5 6 29 4 6 8

4 2

2 2

1 5 2 514

30

Nawa e Maarefat: A program that is liked by 18 out of 161 people at the income group below 5,000 Afs per month, 1 out of 17 in income group Afs. 5,001-10,000 per month, 1 out of 10 in 10,001-15,000 income group, 0 out of 4 people in 15,001-20,000 Afs income group and 0 out of 4 in income group of 20,001 to 25,000, and 0 out of 2 in 25,001-35,000 Afs per month income group Az Kahkashane Honar: A program that is liked by 21 out of 161 people at the income group below 5,000 Afs per month, 4 out of 17 in income group Afs. 5,001-10,000 per month, 1 out of 10 in 10,001-15,000 income group, 2 out of 4 people in 15,001-20,000 Afs income group and 0 out of 4 in income group of 20,001 to 25,000, and 0 out of 2 in 25,001-35,000 Afs per month income group Nawae Roz A program that is liked by 16 out of 161 people at the income group below 5,000 Afs per month, 1 out of 17 in income group Afs. 5,001-10,000 per month, 2 out of 10 in 10,00115,000 income group, 0 out of 4 people in 15,001-20,000 Afs income group and 0 out of 4 in income group of 20,001 to 25,000, and 0 out of 2 in 25,001-35,000 Afs per month income group Da Golo Sange: A program that is liked by 7 out of 161 people at the income group below 5,000 Afs per month, 1 out of 17 in income group Afs. 5,001-10,000 per month, 0 out of 10 in 10,001-15,000 income group, 0 out of 4 people in 15,001-20,000 Afs income group and 1 out of 4 in income group of 20,001 to 25,000, and 0 out of 2 in 25,001-35,000 Afs per month income group Hamnawa ba Mardom: A program that is liked by 34 out of 161 people at the income group below 5,000 Afs per month, 2 out of 17 in income group Afs. 5,001-10,000 per month, 1 out of 10 in 10,001-15,000 income group, 0 out of 4 people in 15,001-20,000 Afs income group and 1 out of 4 in income group of 20,001 to 25,000, and 1 out of 2 in 25,001-35,000 Afs per month income group Rawani Chari: A program that is liked by 5 out of 161 people at the income group below 5,000 Afs per month, 0 out of 17 in income group Afs. 5,001-10,000 per month, 0 out of 10 in 10,001-15,000 income group, 0 out of 4 people in 15,001-20,000 Afs income group and 0 out of 4 in income group of 20,001 to 25,000, and 0 out of 2 in 25,001-35,000 Afs per month income group

31

Lahza Haye Arghawani: A program that is liked by 6 out of 161 people at the income group below 5,000 Afs per month, 4 out of 17 in income group Afs. 5,001-10,000 per month, 2 out of 10 in 10,001-15,000 income group, 1 out of 4 people in 15,001-20,000 Afs income group and 2 out of 4 in income group of 20,001 to 25,000, and 0 out of 2 in 25,001-35,000 Afs per month income group Ahang Haye Maihani: A program that is liked by 29 out of 161 people at the income group below 5,000 Afs per month, 2 out of 17 in income group Afs. 5,001-10,000 per month, 2 out of 10 in 10,001-15,000 income group, 0 out of 4 people in 15,001-20,000 Afs income group and 0 out of 4 in income group of 20,001 to 25,000, and 1 out of 2 in 25,001-35,000 Afs per month income group Pakhlanzi: A program that is liked by 4 out of 161 people at the income group below 5,000 Afs per month, 0 out of 17 in income group Afs. 5,001-10,000 per month, 0 out of 10 in 10,001-15,000 income group, 1 out of 4 people in 15,001-20,000 Afs income group and 0 out of 4 in income group of 20,001 to 25,000, and 0 out of 2 in 25,001-35,000 Afs per month income group Barnama Hay Mokhtalif: A program that is liked by 6 out of 161 people at the income group below 5,000 Afs per month, 1 out of 17 in income group Afs. 5,001-10,000 per month, 0 out of 10 in 10,001-15,000 income group, 0 out of 4 people in 15,00120,000 Afs income group and 0 out of 4 in income group of 20,001 to 25,000, and 0 out of 2 in 25,001-35,000 Afs per month income group Basoe Rastagari: A program that is liked by 8 out of 161 people at the income group below 5,000 Afs per month, 0 out of 17 in income group Afs. 5,001-10,000 per month, 0 out of 10 in 10,001-15,000 income group, 0 out of 4 people in 15,001-20,000 Afs income group and 0 out of 4 in income group of 20,001 to 25,000, and 0 out of 2 in 25,001-35,000 Afs per month income group Yad Yar Mehraban Ayad Hami: A program that is liked by 0 out of 161 people at the income group below 5,000 Afs per month, 1 out of 17 in income group Afs. 5,001-10,000 per month, 1 out of 10 in 10,001-15,000 income group, 0 out of 4 people in 15,001-20,000 Afs income group and 0 out of 4 in income group of 20,001 to 25,000, and 0 out of 2 in 25,001-35,000 Afs per month income group

32

Lahzae Batoo: A program that is liked by 5 out of 161 people at the income group below 5,000 Afs per month, 0 out of 17 in income group Afs. 5,001-10,000 per month, 0 out of 10 in 10,001-15,000 income group, 0 out of 4 people in 15,001-20,000 Afs income group and 0 out of 4 in income group of 20,001 to 25,000, and 0 out of 2 in 25,001-35,000 Afs per month income group Nawa wa Lahzate Neema Shab A program that is liked by 2 out of 161 people at the income group below 5,000 Afs per month, 0 out of 17 in income group Afs. 5,001-10,000 per month, 0 out of 10 in 10,001-15,000 income group, 0 out of 4 people in 15,001-20,000 Afs income group and 0 out of 4 in income group of 20,001 to 25,000, and 0 out of 2 in 25,001-35,000 Afs per month income group
Programs Liked
100%

80%

60% 30001-35000 20001-25000 15001-20000 10001-15000 5001-10000 under 5000

40%

20%

0% 0 Az Kahkashan e Honar Da Golo Sange Rawani Chari Ahang haye Maihani Barnama Haye Mokhtalif Yad Yar Mehraban Ayad Hami Nawa wa Lahazate Neema Shab

iii.

What Programs people dont like in Radio Nawa There we no responses in this regard in the survey

33

General Information about Magazines

I. Overall Analysis i. Most famous Magazines reveals that Saba Magazine is Kabul. In the total survey we Following Table Reveals the the corresponding number of
Valid Percent 14.8 10.0 28.3 5.8 3.9 22.7 11.5 3.0 100.0 Cumulative Percent 14.8 24.8 53.1 58.9 62.8 85.5 97.0 100.0

Chapter IV

The overall report of the survey regarded as better magazine in added names of 7 Magazines. names of Magazines and with people who liked the Magazine:
Frequency 0 Mursal Killid Salam Watandar Roze Saba Zanbele Gham Cinema Total 95 64 182 37 25 146 74 19 642

Percent 14.8 10.0 28.3 5.8 3.9 22.7 11.5 3.0 100.0

If we could see in detail Killid Magazine wins the race with 182 votes (28.3%) of people ranking it as most popular, Saba with its own style takes the second Rank with 146 votes (22.7%) of liking from the people while Zambele Gham is the 3rd popular magazine in Kabul with 74 votes (11.5%). It is also clearer to see in the following chart.

34

Magazine Positioning

200 180 160 140 120 100 80 60 40 20 0 0 Mursal Killid Salam Watandar Roze Saba Zanbele Gham Cinema 0 Mursal Killid Salam Watandar Roze Saba Zanbele Gham Cinema

ii.

Articles people like to read

When asked that what kind or articles are more liked by people while reading a magazine, the replies were quite interesting, see below table for details:
Frequency 0 Fresh News Political Articles Poetry Social Articles Religious Culture Promotion Stories Jokes Puzzles Ads Total 87 100 74 64 17 93 35 66 36 61 9 642 Percent 13.6 15.6 11.5 10.0 2.6 14.5 5.5 10.3 5.6 9.5 1.4 100.0 Valid Percent 13.6 15.6 11.5 10.0 2.6 14.5 5.5 10.3 5.6 9.5 1.4 100.0 Cumulative Percent 13.6 29.1 40.7 50.6 53.3 67.8 73.2 83.5 89.1 98.6 100.0

If we could look at the table 15.6% (100) of the respondents preferred to read Fresh news, 14.5 % (93) liked to read religious Article, 11.5% (74) listeners of radio liked to listen to Religious articles, 10.3% (66) people liked to read Stories, while Poetry and

35

Puzzles took 10% (64) and 9.5% (61) votes respectively. For details see the following chart:
Types of Articles People Like
100 90 80 70 60 50 40 30 20 10 0 0 Political Articles Social Articles Culture Promotion Jokes Ads

0 Fresh News Political Articles Poetry Social Articles Religious Culture Promotion Stories Jokes Puzzles Ads

II.

Age group specific Analysis i. Most famous Magazines

The age-group report of the survey reveals that Saba Magazine is considered as a better magazine. In the total survey we added names of 7 Magazines. Following Table Reveals the names of Magazines and with the corresponding number of people who liked the Magazine in each age group surveyed:
Total 10-15 0 Mursal Killid Salam Watandar Roze Saba Zanbele Gham Cinema Total 7 19 29 6 7 25 10 2 105 16-25 26 30 72 17 11 55 24 12 247 26-35 22 5 43 5 4 23 19 2 123 36-45 17 5 20 5 3 19 13 2 84 46-55 & above 23 5 18 4 24 8 1 83 95 64 182 37 25 146 74 19 642

In Age group of 10-15 years the top Magazine is Killid with 29 responses, second is Saba with 25 responses, 3rd is Mursal with 19 responses, Zambeli Gham, Roze, and Salam Watandar took 4th, 5th and 6th positions with 10, 7 and 6 votes respectively, Cinema Magazine only got 2 responses in total 98 responses

36

In Age group of 16-25 years the top Magazine is Killid with 72 responses, second is Saba with 55 responses, 3rd is Mursal with 30 responses, Zambeli Gham, Salam Watandar, and Cinema took 4th, 5th and 6th positions with 24, 17 and 12 votes respectively, Roze Magazine only got 11 responses in total 221 responses In Age group of 26-35 years the top Magazine is Killid with 43 responses, second is Saba with 23 responses, 3rd is Zambeli Gham with 19 responses, Mursal and Salam Watandar, took 4th, position with 5 responses each, Roze and Cinema took 5th and 6th with 4 and 2 votes respectively, in total 101 responses In Age group of 36-45 years the top Magazine is Killid with 20 responses, second is Saba with 19 responses, 3rd is Zambeli Gham with 13 responses, Mursal and Salam Watandar, took 4th, position with 5 responses each, Roze and Cinema took 5th and 6th with 3 and 2 votes respectively, in total 67 responses In Age group of 46 years above the top Magazine is Saba with 24 responses, second is Killid with 18 responses, 3rd is Zambeli Gham with 8 responses, Mursal and Salam Watandar, took 4th and 5th position with 5 and 4 responses respectively, Cinema took 6th position with 1 response while in this age group there was no response for Roze. The total number of responses was 60
Magazine Positioning

100%

80%

60%

40%

46-55 & above 36-45 26-35 16-25 10-15

20%

0% 0 Mursal Killid Salam Watandar Roze Saba Zanbele Gham Cinema

37

ii.

Articles people like to read

When asked that what kind or articles are more liked by people while reading a magazine, the replies of various age groups are summarized in the following table:
Total 10-15 0 Fresh News Political Articles Poetry Social Articles Religious Culture Promotion Stories Jokes Puzzles Ads Total 4 14 4 11 20 3 16 13 19 1 105 16-25 25 50 28 28 6 35 12 22 16 21 4 247 26-35 23 22 21 14 3 15 6 10 3 5 1 123 36-45 17 6 9 5 2 12 7 11 3 11 1 84 46-55 & above 18 8 12 6 6 11 7 7 1 5 2 83 87 100 74 64 17 93 35 66 36 61 9 642

In Age group of 10-15 years the articles mostly liked by respondents were Religious Articles selected by 20 people, Second rank was given to Puzzles selected by 19 people, while 3rd and 4th rank goes to Stories and Fresh News selected by 16 and 14 people respectively. Total respondents in this age-group were 101. The remaining list could be seen better in the table above In Age group of 16-25 years the articles mostly liked by respondents were Fresh News selected by 50 people, Second rank was given to Religious articles selected by 35 people, while 3rd rank goes to Political Articles and Poetry, each were selected by 28 people. 4th and 5th rank goes to Stories and Puzzles selected by 22 and 21 respondents respectively. Total respondents in this age group were 222. The remaining list could be seen better in the table above In Age group of 26-35 years the articles mostly liked by respondents were Fresh News selected by 22 people, Second rank was given to Political articles selected by 21 people, while 3rd rank goes to Religious Articles selected by 15 people. 4th and 5th rank goes to Poetry and Stories selected by 14 and 10 respondents respectively. Total respondents in this age group were 100. The remaining list could be seen better in the table above In Age group of 36-45 years the articles mostly liked by respondents were Religious articles selected by 12 people, 38

Second rank was given to Stories and Puzzles each selected by 11 people, while 3rd rank goes to Political Articles selected by 9 people. 4th and 5th rank goes to Culture Promotion and Fresh News selected by 7 and 6 respondents respectively. Total respondents in this age group were 67. The remaining list could be seen better in the table above In Age group of 46 years above the articles mostly liked by respondents were Political articles selected by 12 people, Second rank was given to Religious articles selected by 11 people, while 3rd rank goes to Fresh News selected by 8 people. 4th rank goes to Stories and Culture promotion each selected by 7 respondents. Total respondents in this age group were 100. The remaining list could be seen better in the table above
Types of Articles Liked
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0 Political Articles Social Articles Culture Promotion Jokes Ads

46-55 & above 36-45 26-35 16-25 10-15

III.

Income groups specific Analysis i. Most Famous Magazines In the income-group report of the survey various comments came from various income groups regarding the positioning of the Magazines. See the following table for details:

39

Total 0 Mursal Killid Salam Watandar Roze Saba Zanbele Gham Cinema Total under 5000 81 52 146 28 22 109 62 14 514 500110000 6 6 15 2 1 21 3 1 55 1000115000 7 2 15 5 2 9 9 1 50 1500120000 1 1 5 2 3 2 14 2000125000 1 1 3000135000 2 95 64 182 37 25 146 74 19 642

3 1 6

In Income group of under 5,000 Afs per month the top Magazine is Killid with 146 responses, second is Saba with 109 responses, 3rd is Zambile Gham with 62 responses, Morsal, Salam Watandar, Roze, and scored 52, 28 and 22 votes respectively and gets 4th and 5th and 6th rank, while Cinema scored 17 votes and stay at number 7. The total number of responses was 433 in this income group In Income group of 5,001 to 10,000 Afs per month the top Magazine is Saba with 21 responses, second is Killid with 15 responses, 3rd is Morsal with 6 responses, Zambile Gham and Salam Watandar, scored 3 and 2 votes respectively and gets 4th and 5th rank, while Cinema and Roze both scored 1 vote and stay at number 7. The total number of responses was 49 in this income group In Income group of 10,001 to 15,000 Afs per month the top Magazine is Killid with 15 responses, second is Saba and Zanbele Gham with 9 responses each, 3rd is Salam Watandar with 3 responses, Morsal and Roze scored 2 votes each and gets 4th rank, while Cinema scored 1 vote and stay at number 7. The total number of responses was 43 in this income group In Income group of 15,001 to 20,000 Afs per month the top Magazine is Killid with 5 responses, second is Saba with 3 responses, 3rd are Salam Watandar and Cinema 2 responses each, 4th rank goes to Morsal with 1 vote, while Zambile Gham and Roze both failed to score a vote. The total number of responses was 13 in this income group In Income group of 20,001 to 25,000 Afs per month the top Magazine is Saba with 3 responses, second are Killid, Morsal and Cinema with 1 response each, while Zambile Gham, Salam Watandar and Roze failed to score a vote. The total number of responses was 6 in this income group

40

In Income group of 25,001 to 35,000 Afs per month the top Magazine is Morsal with 2 responses, second is Saba with 1 response, while Killid, Zambile Gham, Salam Watandar, Cinema and Roze failed to score any vote. The total number of responses was 3 in this income group
Magazine Positioning

100%

80%

60%

30001-35000 20001-25000 15001-20000 10001-15000

40%

5001-10000 under 5000

20%

0% 0 Mursal Killid Salam Watandar Roze Saba Zanbele Gham Cinema

ii. Articles/Writings people like more In the income-group report of the survey various comments came from various income groups regarding what kind of Articles and writings people like in a magazine. See the following table for details:
Total 0 Fresh News Political Articles Poetry Social Articles Religious Culture Promotion Stories Jokes Puzzles Ads under 5000 77 71 61 52 14 70 29 55 31 48 6 514 500110000 5 14 5 6 1 11 1 2 9 1 55 1000115000 4 11 6 2 1 6 3 9 2 4 2 50 1500120000 1 4 2 3 3 1 2000125000 3000135000 87 100 74 1 1 3 1 1 1 14 6 3 1 64 17 93 35 66 36 61 9 642

In Income group of under 5,000 Afs per month the most (71) respondents liked reading Fresh News, second option was Religious articles opted by 70 people, while 3rd, 4th, 5th and 6th 41

options are Political Articles (61), Stories (55), Poetry (52) and Puzzles (48) respectively. For others see the table above. Total number of respondents in this age group was 437. In Income group 5,001 to 10,000 Afs per month the most (14) respondents liked reading Fresh News, second option was Religious articles opted by 11 people, while 3rd, 4th, 5th and 6th options are Puzzles (9), Stories (55), Poetry (6) and Political articles (5) respectively. For others see the table above. Total number of respondents in this age group was 50. In Income group of 10,001 to 15,000 Afs per month most of the respondents (11) liked reading Fresh News, second option was Stories opted by 9 people, while 3rd option goes two Political articles and Religious writings as both were opted by 6 people, 4th and 5th positions go to Puzzles (4) and Culture promotion (3) while 6th option is same for Poetry, Jokes and Advertisements in the Magazines with 2 respondents for each. For others see the table above. Total number of respondents in this age group was 46. In Income group of 15,001 to 20,000 Afs per month most of the respondents (4) liked reading Fresh News, second option was Poetry and Religious Articles opted by 3 people each, while 3rd option goes two Political articles opted by 2 people, 4th position go to Stories with 1 response, while there was no response for other categories listed. For others see the table above. Total number of respondents in this age group was 13. In Income group of 20,001 to 25,000 Afs per month most of the respondents (3) liked reading about Religious Matters, second option was Poetry, Culture Promotion and Stories opted by 1 respondent each, while there was no responses for other categories listed. For others see the table above. Total number of respondents in this age group was 6. In Income group of 25,001 to 35,000 Afs per month only Social Articles, Culture Promotion and Jokes got one vote each while other categories failed to get any response. Total number of responses in this income group was 3

42

Types of Articles Liked

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0 Political Articles Social Articles Culture Promotion Jokes Ads

30001-35000 20001-25000 15001-20000 10001-15000 5001-10000 under 5000

43

Saba Magazine
I. Overall Analysis i. How many people read/know Saba Magazine When asked that how many people know/read Saba Magazine, 300 respondents replied positively which make 46.7 % of the total of 642 replies, while 286 respondents replied in negative, which makes 44.5% of the total replies. For more clear view see the below chart
Popularity of Saba Magazine

Chapter V

300

250

200 0 150 Yes No

100

50

0 0 Yes No

ii.

What price people are ready to pay

Frequency Percent Valid Percent Cumulative Percent

R e 0 104 16.2 16.2 16.2 g 10-15 517 80.5 80.5 96.7 a 15-20 19 3.0 3.0 99.7 r 20-25 2 .3 .3 100.0 d Total 642 100.0 100.0 i ng the Price 80.5% (517) of people said that its better for Saba to price in the range of 10-15 Afs, while 3% (19) of the respondents opted for the price range of 15-20 Afs. Only 0.3% (2) of the respondents said that it is acceptable between price range of 2025 Afs. The price is thus better to be kept not above 15 Afs.

44

Saba Magazine Price

600

500

400 0 10-15 15-20 20-25

300 517

200

100 104 19 0 0 10-15 15-20 2 20-25

iii.

Problems in Getting Saba Magazine

Frequency Percent 47.8 42.1 10.1 100.0 Valid Percent 47.8 42.1 10.1 100.0 Cumulative Percent 47.8 89.9 100.0

0 Non Availability Late Delivery Total

307 270 65 642

Most of the people when asked pinpointed towards the issue that Saba Magazine; those people make 42.1% (270) of the respondents. Problem late delivery of the magazine was also responded by 10.1% (65) people that are surveyed
Problems Delivery of Saba

350

300

250

200

0 Non Availability Late Delivery

150

100

50

0 0 Non Availability Late Delivery

45

iv.

Paper, Design and Print quality of Saba Magazine

Frequency 0 Yes No Total 110 483 49 642 Percent 17.1 75.2 7.6 100.0 Valid Percent 17.1 75.2 7.6 100.0 Cumulative Percent 17.1 92.4 100.0

Here the answers are quite satisfactory, 483 respondents said that they are happy with paper, print and design quality of Saba Magazine, which makes 75% of the respondents, while 49 respondents or 7.6% people said that they are not happy with the print, design and paper quality of Saba Magazine.
Satisfaction with Quality of Saba Mag

500 450 400 350 300 250 200 150 100 50 0 0 Yes No

0 Yes No

v.

What topics people like in Saba Magazine

Total number of 642 people was surveyed and the responses regarding pages of the Saba Magazine were 304. See table for the details:

46

Frequency 0 Payamber Dareecha ye Basoe Ghoncha Ha Ghoroube Arzoo Da Shpe Merman Ashpazi Arayesh Tanz -o- Fakahi Sport Faule Hafta Danestaniha Total 338 94 36

Percent Valid Percent 52.6 14.6 5.6 52.6 14.6 5.6

Cumulative Percent 52.6 67.3 72.9

4 14 39 17 19 40 30 11 642

.6 2.2 6.1 2.6 3.0 6.2 4.7 1.7 100.0

.6 2.2 6.1 2.6 3.0 6.2 4.7 1.7 100.0

73.5 75.7 81.8 84.4 87.4 93.6 98.3 100.0

Payamber: this page is liked by 94 people out of total 304 responses and is thus ranked as the most popular page in Saba Magazine. Dareecha ye Basoe Ghoncha Ha: this page is liked by 36 people out of total 304 responses and is thus ranked as 4th popular page in Saba Magazine. Ghoroube Arzoo: this page is liked by 4 people out of total 304 responses and is thus ranked as 10th popular page in Saba Magazine. Da Shpe Mirman: this page is liked by 14 people out of total 304 responses and is thus ranked as 8th popular page in Saba Magazine. Ashpazi: this page is liked by 39 people out of total 304 responses and is thus ranked as 3rd popular page in Saba Magazine. Arayesh: this page is liked by 17 people out of total 304 responses and is thus ranked as 7th popular page in Saba Magazine. Tanz-o-Fakahi: this page is liked by 19 people out of total 304 responses and is thus ranked as 6th popular page in Saba Magazine.

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Sport: this page is liked by 40 people out of total 304 responses and is thus ranked as 2nd popular page in Saba Magazine. Faule Hafta: this page is liked by 30 people out of total 304 responses and is thus ranked as 5th popular page in Saba Magazine.. Danestaniha: this page is liked by 11 people out of total 304 responses and is thus ranked as 9th popular page in Saba Magazine.

Articles of Saba Liked

100 90 Payamber 80 70 60 50 40 30 20 10 0 Payamber Ghoroube Arzoo Ashpazi Tanz -oFakahi Faule Hafta Dareecha ye Basoe Ghoncha Ha Ghoroube Arzoo Da Shpe Merman Ashpazi Arayesh Tanz -o- Fakahi Sport Faule Hafta Danestaniha

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II.

Age group specific Analysis i. How many people read/know Saba Magazine

As said above that 300 people said that they know/read Saba Magazine and 286 were people who replied in negative when asked of Saba Magazine
Total 10-15 0 Yes No Total 4 56 45 105 16-25 17 130 100 247 26-35 14 50 59 123 36-45 9 35 40 84 46-55 & above 12 29 42 83 56 300 286 642

In Age group of 10-15 years, those who know/read Saba Magazine were 56 and those who replied in Negative were 45 out of total respondents of 105 in this age group. Those who didnt reply were 4. In Age group of 16-25 years, those who know/read Saba Magazine were 130 and those who replied in Negative were 100 out of total respondents of 247 in this age group. Those who didnt reply were 17 In Age group of 26-35 years, those who know/read Saba Magazine were 50 and those who replied in Negative were 59 out of total respondents of 123 in this age group. Those who didnt reply were 14 In Age group of 36-45 years, those who know/read Saba Magazine were 35 and those who replied in Negative were 40 out of total respondents of 84 in this age group. Those who didnt reply were 9 In Age group of 46 years above, those who know/read Saba Magazine were 29 and those who replied in Negative were 42 out of total respondents of 83 in this age group. Those who didnt reply were 12

49

Knowing Saba Magazine

100%

80%

60% No Yes 0 40%

20%

0% 10-15 16-25 26-35 36-45 46-55 & above

ii.

What price people are ready to pay

Regarding the Price of Saba Magazine following were the responses of the people in various age groups. See the table below for details:
Age Group 10-15 Saba Price 0 10-15 15-20 20-25 Total 15 90 Total 16-25 37 198 10 2 247 26-35 14 103 6 123 36-45 18 65 1 84 46-55 & above 20 61 2 83 104 517 19 2 642

105

In Age group of 10-15 years, In the price range group 10-15 Afs there were 90 responses, in price range group 15-20 Afs there were 0 responses, while in price range group 20-25 there were 0 responses as well. 15 respondents in this age group didnt reply to this question. Total respondents in this age group were 105 In Age group of 16-25 years, In the price range group 10-15 Afs there were 198 responses, in price range group 15-20 Afs there were 10 responses, while in price range group 20-25 there were 2 responses. 37 respondents in this age group didnt reply to this question. Total respondents in this age group were 247

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In Age group of 26-35 years, In the price range group 10-15 Afs there were 103 responses, in price range group 15-20 Afs there were 6 responses, while in price range group 20-25 there were 0 responses. 14 respondents in this age group didnt reply to this question. Total respondents in this age group were 123 In Age group of 36-45 years, In the price range group 10-15 Afs there were 65 responses, in price range group 15-20 Afs there were 1 responses, while in price range group 20-25 there were 0 responses. 20 respondents in this age group didnt reply to this question. Total respondents in this age group were 84 In Age group of 46 years above, In the price range group 10-15 Afs there were 61 responses, in price range group 15-20 Afs there were 2 responses, while in price range group 20-25 there were 0 responses. 20 respondents in this age group didnt reply to this question. Total respondents in this age group were 83
Price People are ready to Pay for Saba Magazine

100%

80%

60%

20-25 15-20 10-15 0

40%

20%

0% 10-15 16-25 26-35 36-45 46-55 & above

iii.

Paper, Design and Print quality of Saba Magazine

Regarding the quality of Printing, Design and Paper of Saba Magazine following were the responses of the people in various age groups. See the table below for details:
Total 10-15 0 Yes No Total 8 90 7 105 16-25 32 199 16 247 26-35 27 84 12 123 36-45 19 59 6 84 46-55 & above 24 51 8 83 110 483 49 642

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In Age group of 10-15 years, out of total 105 people survey 90 respondents said that the quality or print, design and paper is good, while 7 people said that it is not satisfactory. 8 respondents didnt reply in this regard In Age group of 16-25 years, out of total 247 people survey 199 respondents said that the quality or print, design and paper is good, while 16 people said that it is not satisfactory. 32 respondents didnt reply in this regard In Age group of 26-35 years, out of total 123 people survey 84 respondents said that the quality or print, design and paper is good, while 12 people said that it is not satisfactory. 27 respondents didnt reply in this regard In Age group of 36-45 years, out of total 84 people survey 59 respondents said that the quality or print, design and paper is good, while 6 people said that it is not satisfactory. 19 respondents didnt reply in this regard In Age group of 46 years above, out of total 83 people survey 51 respondents said that the quality or print, design and paper is good, while 8 people said that it is not satisfactory. 24 respondents didnt reply in this regard
Design/Printing Quality of Saba Magazine

100%

80%

60% No Yes 0 40%

20%

0% 10-15 16-25 26-35 36-45 46-55 & above

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iv.

What topics people like in Saba Magazine

Total number of 642 people was surveyed and the responses regarding peoples preferences regarding pages in Saba Magazine per different age groups. See table for the details:
Age Group 10-15 Liked 0 Articles? Payamber Dareecha ye Basoe Ghoncha Ha Ghoroube Arzoo Da Shpe Merman Ashpazi Arayesh Tanz -oFakahi Sport Faule Hafta Danestanih a Total 51 19 1 Total 16-25 115 48 12 26-35 73 18 2 36-45 48 3 9 46-55 & above 51 6 12 338 94 36

2 1 10 5 5 10 2 1 105 4 17 6 6 19 13 5 247

1 4 6 3 8 7 1 123

1 4 2 3 4 1 6 3 84 1 4 3 1 2 2 1 83

4 14 39 17 19 40 30 11 642

In Age group of 10-15 years, out of total 105 people surveyed the top selected page was Payamber with 19 responses, second place was taken by Ashpazi and Sports with 10 responses each, third place goes to Arayesh and Tanz-o-Fakahi with 5 responses each. For more details see the table above In Age group of 16-25 years, out of total 247 people surveyed the top selected page was Payamber with 48 responses, second place was taken by Sports with 19 responses; third place goes to Sports with 17 responses. For more details see the table above In Age group of 26-35 years, out of total 123 people surveyed the top selected page was Payamber with 18 responses, second place was taken by Sports with 8 responses; third place goes to Sports with 7 responses. For more details see the table above In Age group of 36-45 years, out of total 84 people surveyed the top selected page was Dareecha ye Basoe Ghoncha Ha with 9 responses, second place was taken by Faule Hafta with 6 responses; third place goes to Da Shpe Mirman and Tanz-o-

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Fakahi with 4 responses each. For more details see the table above In Age group of 46 years above, out of total 83 people surveyed the top selected page was Dareecha ye Basoe Ghoncha with 12 responses, second place was taken by Ashpazi with 4 responses; third place goes to Arayesh with 3 responses. For more details see the table above
Articles Liked from Saba Magazine
100%

80%

60% 46-55 & above 36-45 26-35 16-25 10-15

40%

20%

0% 0 Dareecha ye Basoe Ghoncha Ha Da Shpe Merman Arayesh Sport Danestaniha

III.

Income groups specific Analysis i. How many people read/know Saba Magazine

In the income-group report of the survey various comments came from various income groups regarding knowing or reading Saba Magazine. See the following table for details:
Saba Reader? Monthly Income under 5000 5001-10000 10001-15000 15001-20000 20001-25000 30001-35000 Total 56 0 46 3 7 Yes 236 32 17 7 6 2 300 1 286 No 232 20 26 7 Total 514 55 50 14 6 3 642

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In Income group of under 5,000 Afs per month those who know/read Saba Magazine were 236 and those who replied in Negative were 232 out of total respondents of 514 in this income group. Those who didnt reply were 46. In Income group of 5,001-10,000 Afs per month those who know/read Saba Magazine were 32 and those who replied in Negative were 20 out of total respondents of 55 in this income group. Those who didnt reply were 3. In Income group of 10,001-15,000 Afs per month those who know/read Saba Magazine were 17 and those who replied in Negative were 26 out of total respondents of 50 in this income group. Those who didnt reply were 7. In Income group of 15,001-20,000 Afs per month those who know/read Saba Magazine were 7 and those who replied in Negative were 7 out of total respondents of 14 in this income group. Those who didnt reply were 0. In Income group of 20,001-25,000 Afs per month those who know/read Saba Magazine were 6 and those who replied in Negative were 0 out of total respondents of 6 in this income group. Those who didnt reply were 0. In Income group of 25,001-35,000 Afs per month those who know/read Saba Magazine were 2 and those who replied in Negative was 1 out of total respondents of 3 in this income group. Those who didnt reply were 0.
Knowing Saba Magazine

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% under 5000 5001-10000 10001-15000 15001-20000 20001-25000 30001-35000 No Yes 0

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ii.

Paper, Design and Print quality of Saba Magazine

In the income-group report of the survey various comments came from various income groups regarding what do people think of Design, Print and paper quality of Saba Magazine. See the following table for details:
0 87 10 10 3 Yes 389 40 34 11 6 3 110 483 49 No 38 5 6

under 5000 5001-10000 10001-15000 15001-20000 20001-25000 30001-35000 Total

514 55 50 14 6 3 642

In Income group of under 5,000 Afs per month out of total 514 people survey 389 respondents said that the quality or print, design and paper is good, while 38 people said that it is not satisfactory. 87 respondents didnt reply in this regard In Income group of 5,001-10,000 Afs per month out of total 55 people survey 40 respondents said that the quality or print, design and paper is good, while 5 people said that it is not satisfactory. 10 respondents didnt reply in this regard In Income group of 10,001-15,000 Afs per month out of total 50 people survey 34 respondents said that the quality or print, design and paper is good, while 6 people said that it is not satisfactory. 10 respondents didnt reply in this regard In Income group of 15,001-20,000 Afs per month out of total 14 people survey 11 respondents said that the quality or print, design and paper is good, while 0 people said that it is not satisfactory. 3 respondents didnt reply in this regard In Income group of 20,001-25,000 Afs per month out of total 6 people survey 6 respondents said that the quality or print, design and paper is good, while 0 people said that it is not satisfactory. 0 respondents didnt reply in this regard In Income group of 25,001-35,000 Afs per month out of total 3 people survey 3 respondents said that the quality or print, 56

design and paper is good, while 0 people said that it is not satisfactory. 0 respondents didnt reply in this regard
Design/Printing Quality

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% under 5000 5001-10000 10001-15000 15001-20000 20001-25000 30001-35000 No Yes 0

iii.

What topics people like in Saba Magazine

In the income-group report of the survey various comments came from various income groups regarding what pages they like to read in Saba Magazine. See the following table for details:
Total 0 Payamber Dareecha ye Basoe Ghoncha Ha Ghoroube Arzoo Da Shpe Merman Ashpazi Arayesh Tanz -oFakahi Sport Faule Hafta Danestani ha Total under 5000 276 68 27 500110000 21 13 3 1000115000 33 7 4 1500120000 7 3 1 2000125000 2 1 3000135000 1 1 338 94 36

4 10 33 14 16 33 24 9 514 55 3 5 1 1 5 3 1 1 1 1 2 50 14 6 3 1 1 1 1 1 1 1

4 14 39 17 19 40 30 11 642

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In Income group of under 5,000 Afs per month out of total 514 people surveyed the top selected page was Payamber with 68 responses, Ashpazi and Sports take the second spot with 33 responses each, while Dareecha ye Basoe Ghoncha with 27 responses take the third place. For more details see the table above In Income group of 5,001-10,000 Afs per month out of total 55 people surveyed the top selected page was Payamber with 13 responses, Ashpazi and Sports take the second spot with 5 responses each, while Dareecha ye Basoe Ghoncha, Da Shpe Mirman and Faule Hafta with 3 responses each take the third place. For more details see the table above In Income group of 10,001-15,000 Afs per month out of total 50 people surveyed the top selected page was Payamber with 7 responses, Dareecha ye Basoe Ghoncha take 4 responses to take second position, Danestaniha take 2 responses for the third rank. For more details see the table above In Income group of 15,001-20,000 Afs per month out of total 14 people surveyed the top selected page was Payamber with 3 responses, Dareecha ye Basoe Ghoncha, Da Shpe Mirman, Arayesh and Faule Hafta take 1 response each, while there is no response for other categories in this income group. For more details see the table above In Income group of 20,001-25,000 Afs per month out of total 6 people surveyed the top selected page was Payamber with 2 responses, Dareecha ye Basoe Ghoncha, Ashpazi, Sport and Faule Hafta each take 1 response, while there is no response for other categories in this income group. For more details see the table above In Income group of 25,001-35,000 Afs per month out of total 3 people surveyed only two pages were slected i.e. Payamber and Tanz-o-Fakahi with 1 person who didnt reply that question at all. For more details see the table above

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Liked Articles from Saba Magazine

100%

80%

60% 30001-35000 20001-25000 15001-20000 10001-15000 5001-10000 under 5000

40%

20%

0% 0 Dareecha ye Basoe Ghoncha Ha Da Shpe Merman Arayesh Sport Danestaniha

Survey Execution Statistics No 1 Statistic Age Group 10-15 16-25 26-35 36-45 46-55 & above 2 Income Group Under 5000 5001-10000 10001-15000 15001-20000 20001-25000 25001-30000 30001-35000 Above 35000 3 Gender Male Female Total Number of People Surveyed 560 82 642 514 55 50 14 6 0 3 0 No of Respondents 105 247 123 84 83

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