CHAPTER- 1

INDUSTRY PROFILE

INDUSTRY PROFILE
1.1.1 INTRODUCTION
The quick and dramatic changes of Indian radio are usually credited to Broadcasting
Authority of India. The national television or the Doordarshan and All India Radio, or
Akashwani networks had been state-owned and was controlled by the Ministry of
Information and Broadcasting. The news reporting through radio customarily presented
the government`s point of view and there was hardly any public interaction. The
newsreaders used to narrate their script and the audience would listen to the frequency
according to their choice.
In 1990 V.P. Singh`s National Front government provided financial aid to the Prasar
Bharati (Indian Broadcasting) Act that was considered by Parliament. This act provided
greater autonomy to Doordarshan and All India Radio. The changes that resulted in the
scenario of Indian radio were limited. The bill allowed the establishment of an
autonomous body to control Doordarshan and All India Radio. This unit operated under a
board of governors, who were appointed for policy making and a broadcasting council to
respond to the complaints. This was the start of interaction through radio.
With time the number of radio stations has increased from about 100 in 1990 to 209 in
1997. Indian radio now has tremendous reach and presents the best option for low-cost
programming. Listenership of Indian Radio has reached a plateau. At times the
listenership has risen in certain urban areas due to the recent time allotment to private
companies on five FM stations. Film and other popular music constitute the main
curriculum of such stations, contributing to an increase in commercial time radio and thus
earn advertising revenues from Rs. 527 million in 1991-2 to Rs. 809 million in 1995-96.
The noticeable development in Indian radio has been the proper efforts that were taken to
use radio for social change, like the state-supported radio rural forums for agricultural
communication in the 1960s and promotion of adult literacy in the 1980s. The advent of
regional radio in India popularised this medium even more. More recently NGOs have
come together and initiated several broadcast programmes on women and legal rights,
emergency contraception, and tele-serials that deal with social issues. Although Indian
2

Radio saw almost no improvement in its initial years, in the present decade the
functioning of regional radio channels have lead to a massive network all across the
country.
Local broadcasting, reflecting local issues of concern to the community is another
development of Indian radio. Some communication experts believe that an increased and
accelerated commercialization of radio will eventually cut down the costs of FM radio
sets, thus making local radio even more available to the extreme rural areas of the
country. Presently, radio broadcasting is done in 24 languages and 146 dialects all across
India and there are 104 million radio households in the country, using approximately 111
million radio sets.
In August 1953, B V Keskar, the puritanical Minister of Information and Broadcasting,
delivered a broadside on commercial broadcasting. Commercial radio, he said, would fall
into the clutches of foreign interests and become a slave to advertising revenue. These
forces, Keskar warned, were bound to bring down the quality of radio programmes and
convert them into a cheap vaudeville show. Fifty years on, commercial radio is back on
the agenda, and the sale of FM frequencies in the year 2000 would have brought no
gratification to Keskar.

1.1.2 INTRODUCTION OF FM RADIO:

In India, as in most countries, radio frequencies are held in trust by the government,
which licenses these frequencies to broadcasters and other agencies. It took a Supreme
Court order in 1995 declaring the airwaves to be public property to persuade the
government to give up its monopoly over the FM spectrum and offer frequencies to
private parties. However, their first impulse was to sell radio frequencies to the highest
bidder, prompting one of the participants at a recent UNDP confab on Community Radio
to shout, Does the government of India trust Rupert Murdoch more than its own
citizens? He was presumably referring to Radio City which (supported by Murdochs
STAR), broadcasts in six Indian cities while community owned and operated radio is yet
to get off the ground.
Three years after auctioning frequencies to commercial FM, the Ministry of Information
and Broadcasting framed an initial policy on community radio. However, it restricted
licences to well established educational institutions/ organizations, making it quite clear
that the government meant campus radio and not community radio. Even so, the
guidelines proved so restrictive that, at the last count, only 45 applicants have come
forward and only 12 licenses have been issued. On the other hand, Sushma Swaraj,
former Minister of Information and Broadcasting, had promised 1000 community stations
by 2003.
In the mid-nineties, when India first experimented with private FM broadcasts, the small
tourist destination of Goa was the fifth place in this country of one billion where private
players got FM slots. The other four centres were the big metro cities: Delhi, Mumbai,
Kolkata and Chennai. These were followed by stations in Bangalore, Hyderabad, Jaipur
and Lucknow.
Indian policy currently states that these broadcasters are assessed a One-Time Entry Fee
(OTEF), for the entire license period of 10 years. Under the Indian accounting system,
this amount is amortised over the 10 year period at 10% per annum. Annual license fee
for private players is either 4% of revenue share or 10% of Reserve Price, whichever is
higher.

Earlier, India's attempts to privatise its FM channels ran into rough weather when private
players bid heavily and most could not meet their commitments to pay the government
the amounts they owed.
The inclusion of FM facility in mobile phones and portable pocket radios have
popularised this medium in every nook and corner of urban areas. Although the
transmitters have not reached the extreme corners, developments assure quick
installation.
A recent survey shows that Indian radio reaches out to almost 97.3% of the country`s
population and 91% of the country`s geographical area. A March 1996 survey, says that
there had been around 186 radio-broadcasting centers, 148 medium wave transmitters, 51
short wave transmitters and 94 VHF/FM transmitters in India.
Indian Radio now enjoys equal importance as television and print media. The
developments of radio in India was steady during the 1960s and 70s, but accelerated
during the 1980s and 90s. Radio has now become an intimate form of communication
and the FM channels like Red FM, Radio Mirchi, Power Fm and others have contributed
greatly in developing this strong network.

Market view
India's new private FM channels could also change the advertising scenario.
Traditionally, radio accounts for 7% to 8% of advertiser expenditures around the world.
In India, it is less than 2% at present.

DEFINITION OF FM RADIO
FM broadcasting is a broadcast technology pioneered by Edwin Howard Armstrong that
uses frequency modulation (FM) to provide high-fidelity sound over broadcast radio.

PRESENCE OF FM RADIO AND RADIO IN INDIA :

FM stations in New Delhi
AIR FM Rainbow / FM-1 (102.6 MHz)
AIR FM Gold /FM-2 (Early Morning till Midnight) (106.4 MHz)
AIR Rajdhani/Gyanvani Channel (Non-Regular broadcast) (105.6 MHz)
Meow FM (104.8 MHz)
Fever 104 (104 MHz)
Radio Mirchi FM (98.3 MHz)
Hit FM (95 MHz)
Radio One FM (94.3 MHz)
Red FM (93.5 MHz)
Big FM (92.7 MHz)
Radio City (91.1 MHz)
Delhi University Educational Radio (Available only in University area) (DU Radio FM)
(90.4 MHz)

FM stations in MUMBAI
Radio City 91.1
Big FM 92.7
Red FM 93.5
Radio One 94.3
Win FM 94.6 (The Station is closed)
Radio Mirchi 98.3
AIR FM Gold 100.7
Fever 104 FM 104.0
Meow 104.8
AIR FM Rainbow 107.1
Mumbai One
Gyan Vani
Radio MUST
Radio Jamia 90.4 FM

FM stations in Bangalore
Radio City 91.1 FM - Kannada
Radio Indigo 91.9 FM - English
Big 92.7 FM - Kannada
Red FM 93.5 FM Kannada

FM stations in Chennai
hello FM (106.4),
suryan FM,
aaha FM,
big FM,
radio city FM,
radio mirchi FM,
radio-1 FM.
Frequency

Station
7

State /

Location

(MHz)

Territory

90.4 MHz
90.4 MHz
Medak District
90.4 MHz
90.4 MHz
90.4 MHz
90.4 MHz
90.4 MHz
90.4 MHz
90.4 MHz
Sanand Taluka

Andhra Pradesh
Andhra Pradesh

Bhimavaram
Machoor Village

Vishnu FM

Andhra Pradesh
Chandigarh
Chattisgarh
Delhi
Delhi
Gujarat
Gujarat

Tirupati
Chandigarh
Raipur
New Delhi
New Delhi
Ahmedabad
Manipur Village

Sri Venkateswara Oriental College

Vivek 90.4 FM
Radio IGKV
DU 90.4 FM
Radio Jamia
Micavaani

0Vallabh
90.4 MHz

Gujarat
Himachal

Vidyanagar

Vallabh Vidyanagar Campus Radio

90.4 MHz
90.4 MHz
90.4 MHz
90.4 MHz
90.4 MHz
90.4 MHz
91.2 MHz
91.2 MHz

Pradesh
Jharkhand
Karnataka
Karnataka
Karnataka
Kerala
Haryana
Tamil Nadu
Arunachal

Dharamsala
Garhwa
Bengalaru
Budikote
Manipal
Thiruvanthampuram
Hissar
Madurai

Tashi Delek FM
Radio Vikalp
Ramana Voices
Namma Dhwani
Radio Manipal
DC FM
CCS Haryana Agricultural Univers
PARD Vaanoli

91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz

Pradesh
Assam
Goa
Haryana
Haryana
Jharkhand
Karnataka
Kerala
Kerala
Kerala
Kerala
Madhya

Itanagar
Guwahati
Panaji
Hissar
Karnal
Ranchi
Bengalaru
Kannur
Kochi
Kozhikode
Thrissur
Gwalior

Radio Oolala (Positiv Radio Pvt. L

Radio Oolala (Positiv Radio Pvt. L
Radio Indigo
Radio Mantra 91.9 FM
Radio Mantra 91.9 FM
Radio Mantra 91.9 FM
Radio Indigo
Radio Mango 91.9 FM (Malayala M
Radio Mango 91.9 FM (Malayala M
Radio Mango 91.9 FM (Malayala M
Radio Mango 91.9 FM (Malayala M
Suno Lemon 91.9 FM
8

91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
91.9 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz

Pradesh
Meghalaya
Punjab
Rajasthan
Rajasthan
Sikkim
Tamil Nadu
Tamil Nadu
Tripura
Uttar Pradesh
Uttar Pradesh
Uttar Pradesh
Uttar Pradesh
West Bengal
West Bengal
Andhra Pradesh
Andhra Pradesh
Andhra Pradesh
Assam
Chandigarh
Delhi
Goa
Gujarat
Gujarat
Gujarat
Haryana
Jammu &

Shillong
Jalandhar
Ajmer
Jodhpur
Gangtok
Chennai
Coimbatore
Agartala
Agra
Bareilly
Gorakhpur
Varanasi
Kolkata
Siliguri
Hyderabad
Tirupati
Vishakapatnam
Guwahati
Chandigarh
Delhi
Panaji
Rajkot
Surat
Vadodara
Hissar

Radio Oolala (Positiv Radio Pvt. L

Radio Mantra 91.9 FM
Super FM (Kushal Global)
Super FM (Kushal Global)
Nine 91.9 FM
Aahaa FM
Gyan Vani
Radio Oolala (Positiv Radio Pvt. L
Radio Mantra 91.9 FM
Radio Mantra 91.9 FM
Radio Mantra 91.9 FM
Radio Mantra 91.9 FM
Friends FM (Ananda Bazaar Patrik
Nine 91.9 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM

92.7 MHz

Kashmir
Jammu &

Jammu

Big 92.7 FM

92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz

Kashmir
Jharkhand
Jharkhand
Karnataka
Karnataka
Karnataka
Kerala
Madhya

Srinagar
Jamshedpur
Ranchi
Bengalaru
Mangalore
Mysore
Thiruvananthapuram

Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM

92.7 MHz

Pradesh
Madhya

Bhopal

Big 92.7 FM

92.7 MHz
92.7 MHz

Pradesh
Madhya

Gwalior
Indore

Big 92.7 FM
Big 92.7 FM
9

92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz

Pradesh
Maharashtra
Maharashtra
Orissa
Orissa
Puducherri

Mumbai
Solapur
Bhubaneswar
Rourkela

Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM

92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
92.7 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz

[Pondicherry]
Punjab
Punjab
Punjab
Rajasthan
Rajasthan
Rajasthan
Rajasthan
Tamil Nadu
Uttar Pradesh
Uttar Pradesh
Uttar Pradesh
Uttar Pradesh
Uttar Pradesh
Uttar Pradesh
West Bengal
West Bengal
West Bengal
Andhra Pradesh
Andhra Pradesh
Andhra Pradesh
Andhra Pradesh
Andhra Pradesh
Andhra Pradesh
Assam
Delhi
Gujarat
Gujarat
Jharkhand
Karnataka
Karnataka
Karnataka
Karnataka
Kerala
Kerala
Kerala

Pondicherry
Amritsar
Jalandhar
Patiala
Ajmer
Bikaner
Jodhpur
Udaipur
Chennai
Agra
Aligarh
Allahabad
Bareilly
Jhansi
Kanpur
Asansol
Kolkata
Siliguri
Hyderabad
Rajahmundry
Tirupati
Vijayawada
Visakhapatnam
Warangal
Guwahati
Delhi
Ahmedabad
Rajkot
Jamshedpur
Bengalaru
Gulbarga
Mangalore
Mysore
Kannur
Kochi
Kozhikode

Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
Big 92.7 FM
High 92.7 FM (Sun Infomedia Pvt.
South Asia FM (Red FM)
Sun Networks (Red FM)
Kal Radio Ltd. (Red FM)
Kal Radio Ltd. (Red FM)
South Asia FM (Red FM)
Kal Radio Ltd. (Red FM)
South Asia FM (Red FM)
Red FM
South Asia FM (Red FM)
South Asia FM (Red FM)
Kal Radio Ltd. (Red FM)
South Asia FM (Red FM)
Kal Radio Ltd (Red FM)
Kal Radio Ltd. (Red FM)
Kal Radio Ltd. (Red FM)
Kal Radio Ltd. (Red FM)
Kal Radio Ltd. (Red FM)
South Asia FM (Red FM)
10

93.5 MHz
93.5 MHz

Kerala
Kerala
Madhya

Thiruvananthapuram Red FM
Thrissur
Kal Radio Ltd. (Red FM)

93.5 MHz

Pradesh
Madhya

Bhopal

South Asia FM (Red FM)

93.5 MHz

Pradesh
Madhya

Indore

Sun TV Network (Red FM)

93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.5 MHz
93.9 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz

Pradesh
Maharashtra
Maharashtra
Maharashtra
Maharashtra
Maharashtra
Meghalaya
Orissa
Puducherri
Rajasthan
Sikkim
Tamil Nadu
Tamil Nadu
Tamil Nadu
Tamil Nadu
Tamil Nadu
Uttar Pradesh
Uttar Pradesh
Uttar Pradesh
Uttar Pradesh
West Bengal
West Bengal
Gujarat
Assam
Chandigarh
Chhattisgarh
Chhattisgarh
Delhi
Gujurat
Gujurat
Karnataka
Kerala
Kerala
Madhya

Jabalpur
Aurangabad
Mumbai
Nagpur
Nasik
Pune
Shillong
Bhubaneshwar
Pondicherry
Jaipur
Gangtok
Chennai
Coimbatore
Madurai
Tiruchirapalli
Tuticorin
Allahabad
Kanpur
Lucknow
Varanasi
Asansol
Kolkata
Vadodara
Guwahati
Chandigarh
Bilaspur
Raipur
Delhi
Ahmedabad
Surat
Bengalaru
Kochi
Thrivananthapuram

South Asia FM (Red FM)

South Asia FM (Red FM)
Red FM
South Asia FM (Red FM)
South Asia FM (Red FM)
South Asia FM (Red FM)
Red FM
South Asia FM (Red FM)
Kal Radio (Red FM)
South Asia FM (Red FM)
South Asia FM (Red FM)
Suryan FM
Suryan FM
Suryan FM
Kal Radio Ltd (Red FM)
Suryan FM
South Asia FM (Red FM)
South Asia FM (Red FM)
South Asia FM (Red FM)
South Asia FM (Red FM)
Kal Radio Ltd (Red FM)
Red FM
All India Radio (AIR / Akashvani /
Radio Gup-Shup
MY FM (Bhaskar Group)
MY FM (Bhaskar Group)
MY FM (Bhaskar Group)
Radio One
MY FM (Bhaskar Group)
MY FM (Bhaskar Group)
Radio One
Club FM 94.3 (Mathrubhumi)
Club FM 94.3 (Mathrubhumi)

94.3 MHz

Pradesh

Bhopal

MY FM (Bhaskar Group)
11

Madhya
94.3 MHz

Pradesh
Madhya

Gwalior

MY FM (Bhaskar Group)

94.3 MHz

Pradesh
Madhya

Indore

MY FM (Bhaskar Group)

94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
94.3 MHz
*94.6 MHz
95.0 MHz
95.0 MHz
95.0 MHz
95.0 MHz
95.0 MHz

Pradesh
Maharashtra
Maharashtra
Maharashtra
Maharashtra
Punjab
Punjab
Rajasthan
Rajasthan
Rajasthan
Rajasthan
Rajasthan
Tamil Nadu
West Bengal
West Bengal
Maharashtra
Chhattisgarh
Delhi
Gujurat
Kerala
Kerala
Madhya

Jabalpur
Kolhapur
Mumbai
Nagpur
Pune
Amritsar
Jalandhar
Ajmer
Jaipur
Jodhpur
Kota
Udaipur
Chennai
Kolkata
Siliguri
Mumbai
Raipur
Delhi
Ahmedabad
Kannur
Thrissur

MY FM (Bhaskar Group)
Radio Tomato (Pudhari Publication
Radio One (formerly Go 92.5)
MY FM (Bhaskar Group)
Radio One
MY FM (Bhaskar Group)
MY FM (Bhaskar Group)
MY FM (Bhaskar Group)
MY FM (Bhaskar Group)
MY FM (Bhaskar Group)
MY FM (Bhaskar Group)
MY FM (Bhaskar Group)
Radio One
Radio One
Radio Misty FM (Sun Infomedia P
Win 94.6
Radio Tadka 95 FM
HIT 95 FM
Radio One
Best 95 FM (Asianet Communicati
Best 95 FM (Asianet Communicati

95.0 MHz
95.0 MHz
95.0 MHz
95.0 MHz
95.0 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz

Pradesh
Rajasthan
Rajasthan
Sikkim
West Bengal
Andhra Pradesh
Bihar
Chhattisgarh
Delhi
Goa
Gujarat
Gujarat
Gujarat
Gujarat
Karnataka

Gwalior
Jaipur
Udaipur
Gangtok
Kolkata
Vijayawada
Patna
Raipur
Delhi
Panaji
Ahmedabad
Rajkot
Surat
Vadodara
Bengalaru

Radio Chaska FM
Radio Tadka 95 FM
Radio Tadka 95 FM
Misty FM
All India Radio (AIR / Akashvani)
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
12

98.3 MHz
98.3 MHz

Karnataka
Kerala
Madhya

Mangalore
Radio Mirchi
Thiruvananthapuram Radio Mirchi

98.3 MHz

Pradesh
Madhya

Bhopal

Radio Mirchi

98.3 MHz

Pradesh
Madhya

Indore

Radio Mirchi

98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
98.3 MHz
101.3 MHz

Pradesh
Maharshtra
Maharashtra
Maharashtra
Maharashtra
Maharashtra
Punjab
Rajasthan
Rajasthan
Tamil Nadu
Tamil Nadu
Tamil Nadu
Uttar Pradesh
Uttar Pradesh
Uttar Pradesh
West Bengal
Karnataka
Madhya

Jabalpur
Kolhapur
Mumbai
Nagpur
Nasik
Pune
Jalandhar
Jaipur
Rajkot
Chennai
Coimbatore
Madurai
Kanpur
Lucknow
Varanasi
Kolkata
Bengalaru

Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
Radio Mirchi
All India Radio (AIR FM Rainbow

101.3 MHz
101.3 MHz
101.3 MHz
101.3 MHz
101.3 MHz
101.3 MHz
101.4 MHz
101.4 MHz
101.4 MHz
101.4 MHz
101.4 MHz
101.5 MHz
101.5 MHz
101.5 MHz
101.6 MHz
101.6 MHz

Pradesh
Maharashtra
Orissa
Puducherri
Rajasthan
Uttar Pradesh
Haryana
Kerala
Maharashtra
Tamil Nadu
West Bengal
Andhra Pradesh
Kerala
Rajasthan
Chhatisgarh
Madhya

Balaghat
Osmanabad
Cuttack
Pondicherry
Banswara
Aligarh
Kurukshetra
Devikulam
Nasik
Chennai
Siliguri
Markapur
Kannur
Sawai Madhopur
Raipur
Indore

All India Radio (AIR / Akashvani)

All India Radio (AIR / Akashvani)
All India Radio (AIR FM Rainbow
All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani)
All India Radio (AIR FM Rainbow
All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani)
All India Radio (AIR FM Rainbow
All India Radio (AIR / Akashvani /
All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani /
13

101.6 MHz
101.8 MHz
101.9 MHz

Pradesh
Tripura
Rajasthan
Andhra Pradesh
Jammu &

Agartala
Jaisalmer
Hyderabad

All India Radio (AIR / Akashvani /

All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani /

101.9 MHz
101.9 MHz
101.9 MHz
101.9 MHz
101.9 MHz
102.9 MHz

Kashmir
Kerala
Mizoram
Orissa
Uttar Pradesh
Karnataka
Madhya

Rajouri
Thiruvanathapuram
Lungleh
Bolangir
Faizabad
Bangalore

All India Radio (AIR / Akashvani)

All India Radio (AIR / Akashvani /
All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani /

102.9 MHz
102.9 MHz
102.9 MHz
102.9 MHz
103.0 MHz
103.0 MHz
103.0 MHz
103.0 MHz
103.0 MHz
103.0 MHz
103.0 MHz
104.0 MHz
104.0 MHz
104.0 MHz
104.0 MHz
104.0 MHz
104.0 MHz
104.0 MHz
104.0 MHz
104.0 MHz
104.0 MHz

Pradesh
Maharashtra
Orissa
Rajasthan
Jharkhand
Karnataka
Maharashtra
Nagaland
Tamil Nadu
Uttar Pradesh
West Bengal
Chhattisgarh
Delhi
Haryana
Karnataka
Maharashtra
Orissa
Orissa
Uttar Pradesh
West Bengal
West Bengal
Madhya

Jabalpur
Beed
Baripada
Chittorgarh
Daltonganj
Dharwad
Chandrapur
Kohima
Coimbatore
Jhansi
Kolkata
Raipur
Delhi
Hissar
Bengalaru
Mumbai
Bhubaneswar
Rourkela
Kanpur
Kolkata
Kolkata

All India Radio (AIR / Akashvani /

All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani)

104.2 MHz

Pradesh
Jammu &

Bhopal

Gyan Vani

104.5 MHz
104.8 MHz
104.8 MHz

Kashmir
Chhattisgarh
Delhi
Himachal

Jammu
Raipur
Delhi

All India Radio (AIR / Akashvani /

Radio Rangila FM
Radio Today (Radio Meow FM)

104.8 MHz

Pradesh

Shimla

Radio Today (Radio Meow FM)

All India Radio (AIR / Akashvani)

All India Radio (AIR / Akashvani)
All India Radio (AIR / Akashvani)
All India Radio (AIR FM Rainbow
All India Radio (AIR / Akashvani)
All India Radio (AIR Kolkata A / A
Radio Tarang
Fever 104 FM (HT Media Ltd / Vir
Radio Tarang
Fever 104 FM (HT Media Ltd / Vir
Fever 104 FM (HT Media Ltd / Vir
Cokelate 104 FM
Cokelate 104 FM
Gyan Vani
Fever 104 FM (HT Media Ltd / Vir
All India Radio (AIR / Akashvani)

14

104.8 MHz
104.8 MHz
104.8 MHz
104.8 MHz
104.8 MHz
104.8 MHz
104.8 MHz
104.8 MHz
104.8 MHz
104.8 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz

Jharkhand
Jharkhand
Kerala
Maharashtra
Maharashtra
Punjab
Punjab
Rajasthan
Tamil Nadu
West Bengal
Andhra Pradesh
Andhra Pradesh
Bihar
Chhattisgarh
Delhi
Goa
Karnataka
Kerala
Kerala
Madhya

Jamshedpur
Ranchi
Thrissur
Aurangabad
Mumbai
Amritsar
Patiala
Jodhpur
Chennai
Kolkata
Hyderabad
Visakhapatnam
Patna
Raipur
Delhi
Panaji
Bengalaru
Kochi
Thiruvananthapuram

Radio Dhoom
Radio Dhoom
Club FM (Mathrubhumi)
Gyan Vani
Radio Today (Radio Meow FM)
Radio Today (Radio Meow FM)
Radio Today (Radio Meow FM)
Radio Today (Radio Meow FM)
Chennai Live 104.8FM (Muthoot G
Radio Today (Radio Meow FM)
Gyan Vani
Visakha FM
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani

105.6 MHz

Pradesh
Madhya

Bhopal

Gyan Vani

105.6 MHz

Pradesh
Madhya

Indore

Gyan Vani

105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
105.6 MHz
106.4 MHz
106.4 MHz
106.4 MHz
106.4 MHz
106.4 MHz

Pradesh
Maharashtra
Maharashtra
Orissa
Punjab
Rajasthan
Tamil Nadu
Tamil Nadu
Tamil Nadu
Tamil Nadu
Uttar Pradesh
Uttar Pradesh
Uttar Pradesh
Andhra Pradesh
Bihar
Delhi
Haryana
Haryana

Jabalpur
Mumbai
Pune
Cuttack
Jalandhar
Jaipur
Chennai
Madurai
Tiruchirapalli
Tirunelveli
Agra
Lucknow
Varanasi
Visakhapatnam
Muzaffarpur
Delhi
Hissar
Karnal

Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Gyan Vani
Radio Dhamaal 24 (BAG Films &
All India Radio (AIR FM Gold / A
Radio Dhamaal 24 (BAG Films &
Radio Dhamaal 24 (BAG Films &
15

Himachal
106.4 MHz
106.4 MHz

Pradesh
Jharkhand
Madhya

Shimla
Ranchi

Radio Dhamaal 24 (BAG Films &

Radio Dhamaal 24 (BAG Films &

106.4 MHz
106.4 MHz
106.4 MHz
106.4 MHz
106.4 MHz
106.4 MHz
106.4 MHz
106.4 MHz
106.4 MHz
106.4 MHz
106.4 MHz
106.4 MHz
106.4 MHz

Pradesh
Karnataka
Maharashtra
Maharashtra
Maharashtra
Puducherri
Punjab
Tamil Nadu
Tamil Nadu
Tamil Nadu
Tamil Nadu
Tamil Nadu
Tamil Nadu

Jabalpur
Bengalaru
Ahmednagar
Dhule
Jalgaon
Pondicherry
Patiala
Chennai
Coimbatore
Madurai
Tiruchirapalli
Tirunelveli
Tuticorin

Radio Dhamaal 24 (BAG Films &

Gyan Vani
Radio Dhamaal 24 (BAG Films &
Radio Dhamaal 24 (BAG Films &
Radio Dhamaal 24 (BAG Films &
Hello FM (Malar Publications)
Radio Dhamaal 24 (BAG Films &
Hello FM (Malar Publications)
Hello FM (Malar Publications)
Hello FM (Malar Publications)
Hello FM (Malar Publications)
Hello FM (Malar Publications)
Hello FM (Malar Publications)

16

1.1.3 JEWELERY INDUSTRY:

Jewellery is a form of personal adornment, manifesting itself as necklaces, rings,
brooches, earrings and bracelets. Jewellery may be made from any material, usually
gemstones, precious metals or shells. Factors affecting the choice of materials include
cultural differences and the availability of the materials. Jewellery may be appreciated
because of its material properties, its patterns or for meaningful symbols.
Jewellery differs from other items of personal adornment in that it has no other purpose
than to look appealing. Items such as belts and handbags are considered to be accessories
rather than jewellery. The word jewellery is derived from the word jewel, which was
Anglicised from the Old French "jouel" circa the 13th century Further tracing leads back
to the Latin word "jocale", meaning plaything.
Jewellery is one of the oldest forms of body adornment; recently-found 100,000-year-old
beads made from Nassarius shells are thought to be the oldest known jewellery. The
jewellery industry in the early 20th century launched a campaign to popularize wedding
rings for men, which caught on, as well as engagement rings for men, which did not,
going so far as to create a false history and claim that the practice had medieval roots.
By the mid 1940s, 85% of weddings in the U.S. featured a double-ring ceremony, up
from 15% in the 1920s. Religion has also played a role: Islam, for instance, considers the
wearing of gold by men as a social taboo, and many religions have edicts against
excessive display. In Christianity, the New Testament gives injunctions against the
wearing of gold, in the writings of the apostles Paul and Peter. In Revelation 17, "the
great whore" or false religious system, is depicted as being "decked with gold and
precious stones and pearls, having a golden cup in her hand."

17

JEWELLERY MARKET:
According to a recent KPMG study the largest jewellery market is the United States with
a market share of 30.8%, Japan, India and China and the Middle East each with 8 - 9%
and Italy with 5%. The authors of the study predict a dramatic change in market shares by
2015, where the market share of the United States will have dropped to around 25%, and
China and India will increase theirs to over 13%. The Middle East will remain more or
less constant at 9%, whereas Europe's and Japan's marketshare will be halved and
become less than 4% for Japan, and less than 3% for the biggest individual European
countries: Italy and the UK.
The Indian Consumer is changing. More aware, more discerning and wanting the best of
brands, this consumer wants it all and is ready to experiment. This is evident with luxury
brands making a regular appearance in the Indian market and being lapped up with
passion, clearly luxury as an attitude is here to stay. The Indian diamond jewellery market
has been growing steadily the past decade and has been showing a consistent growth.
This year the DJ market is expected to show a growth of 26%, like last year. Half yearly
growth stands at an impressive 11%. India has always been a very important market for
the diamond jewellery industry. With every 11 out of 12 stones being cut and polished
here and with almost 37 Sight-Holders (out of a total of 93 Sight Holders of the DTC)
being Indian, the diamond growth fairy tale continues.
There has been an explosion of diamond jewellery brands catering to both the masses and
the classes. And most importantly the ever-changing mindset of a consumer who is well
traveled, well informed and wanting the best has only added to the growing demand for
diamonds. Diamonds are slowly making its way to the most wanted list on a consumers
mind. Diamonds are high on the indulgence list and compete effortlessly with other
luxury brands.
Intact, with new, top end designs in diamond jewellery brands coming in, Indian
consumers could not be happier! What is most interesting is that diamonds make for great
investment as well. Along with economic growth and increased spending power other
18

inherently Indian cultural and social factors have also contributed to the growth of
diamond consumption. These include the big, fat Indian weddings where brides have
started expressing themselves by wearing diamonds for the most important day of their
lives and the ever-growing influence of the Bollywood.

Retail strategies What works best for Indian consumer:

Since diamond jewellery, especially top end brands, is in that similar luxury space, the
consumer is paying a premium and it is vital that the consumer gets the overall shopping
experience as well. A quick glance at the jewellery sector outlets shows that out of a total
of 33,400 outlets all over the country, there are 11,936 diamond jewellery outlets.
With India having a strong culture of family jewellers, the made to order DJ outlets are
quite a few in number: 7,372. And exclusive diamond jewellery stores are only 153 in
total. The Indian consumer has a mind that is still wide open; there is a rare opportunity
for brands to own that space. Indians are not averse to paying big bucks for DJ brands
provided the feeling is that a great deal is being struck. The right ambience, catering to
consumers with different mind-sets becomes crucial. Also, any brand that wants to
flourish

needs

to

understand

the

local

mind-set.

So whether it is catering to Maharashtras rural business families or the Punjabi farmer

community to Bangalores high-tech entrepreneurs or to the razzle-dazzle of Delhi
society, brands will have to tune in to the many nuances of Indias new money.
Hence, while exclusive diamond jewellery stores, making the consumer feel like king,
have to come up along with stand alone stores, it would be equally important that DJ
outlets have a presence in malls and department stores.
Malls in India are playing an important role. They are giving Indians a taste of how much
fun shopping can be. They are also exposing Indians to branded retailing, and getting
them used to paying higher prices. But one fact emerges very strongly that the Indian
consumer, irrespective of which slot he belongs to, in terms of his class and status, is
willing to spend provided he gets absolute value for money. And there will always be the
19

friendly

neighborhood

family

jeweler

to

fall

back

on!

1.1.4 LIFESTYLE (CLOTHING):

Media and promotions have been the sole reasons for the brand awareness and
consciousness among the Generation Y. This is the new trend that more and more young
people are buying clothes which are of a particular reputed brand. When they are out
shopping in a chic shopping mall they are sure to visit one of the big brands to buy a pair
of jeans or a shirt from the shop. Today the youth are eager to shell out a fortune to buy
branded clothes.
The common concept is that the clothing brands provide high quality and great comfort.
And hence more and more people are becoming brand loyalist even though they have to
give out quite a huge sum of money when he is making his purchases. Most people tend
to

go

and

buy

which

are

highly

reputed

and

have

brand

value.

By brand value people mean by the quality, the price and the style. Being brand
conscious is the new fashion mantra which has caught on like forest fire. The increased
income levels help the young people to buy from big clothing brands with much ease and
comfort. The urge to look good and stylish has also induced the Gen X to buy clothing
brands which are supposed to be cool and 'in'.
Today when more and more people are becoming brand conscious retailers are cashing on
it and are earning big bucks. The big names in the clothing brands tell us how our fashion
scenario has evolved and changed. There are some brands which have been in business
for more than 100 years. These clothing brands have made a definite mark in the fashion
and clothing industry. The brands have changed the whole style and clothing scenario.
The clothing brands all over the world reflect the creative genius of the designers who
form the powerhouse allowing the apparel companies to work and produce clothing under
20

the name of the fashion house they own. Depending on the fashion that these brands
create, the trends spread like fire across boundaries.

Popular clothing brands in India:

Formals
WILLs

CODE

THEME

LOUIS PHILIPPE

PARK AVENUE

LP YOUNG

VAN HEUSEN

BLACK BERRY

TURTLE

ARROW

GIOVANNI

Casual (W)
INDIAN TERRAIN

SHAPES

CLUB HOPPERS

ALLEN SOLLY

BLACKBERRY KHAKIS

FAME FOREVER

COLORPLUS

PROVOGUE

ZOD

CELIO

V.

21

MEN
Formals
WILLs

CODE

THEME

LOUIS PHILIPPE

PARK AVENUE

LP YOUNG

VAN HEUSEN

BLACK BERRY

TURTLE

ARROW

GIOVANNI

Casual (W)
INDIAN TERRAIN

SHAPES

CLUB HOPPERS

ALLEN SOLLY

BLACKBERRY KHAKIS

FAME FOREVER

COLORPLUS

PROVOGUE

ZOD

CELIO

V.

Casual (K)
BENETTON

PUMA

JUST NATURAL

FAHREINHEIT

ADIDAS

TBASE

US POLO

NIKE

NEVA

TANTRA

DELURE

KAPPA

PROLINE

BERGE

KARMA

22

Denims
LEVIS

SPYKAR

FORCA

PEPE JEANS

FLYING MACHINE

LEE

KILLER

WRANGLER

LEE COOPER

WOMEN
Formals
ALLEN SOLLY

EXPOZAY

VAN HEUSEN

CODE

23

Denims
LEVIS

PEPE JEANS

KRAUS

SIGNATURE

LEE

Ethnic
BIBA

ISVARAH

NEERUS

MAAHI

PRAFFUL

LEFFET

HARRA

SPAN

FOREVER NEW

GINGER

FAME FOREVER

BOSSINI

REMANIKA

MADAME

MELANGE

Casual

24

Premium - International
TOMMY HILFIGER

ESPRIT

FRENCH CONNECTION

GIORDANO

CALVIN KLEIN JEANS

1.1.5 RETAIL MARKETING:

The essence of retail marketing is developing merchandise and services that satisfy
specific needs of customers, and supplying them at prices that will yield profits. Thereby
the concept is a philosophy, not a system of retailing or retail structure. In todays CRM
landscape the old analogy comparing the rifle and shotgun approaches to message and /
or offer delivery is perhaps more appropriate than ever, as more retail organizations
struggle to achieve one-to-one marketing-communications with customers and prospects.
Targeting allows a retail enterprise to channel its marketing budget4ere there is the
greatest (and fastest) possibility of Return On Investment (ROI)

Marketing strategy:
A marketing strategy is a process that can allow an organization to concentrate its
limited resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage. A marketing strategy should be centred around the key concept
that customer satisfaction is the main goal.
A strategy consists of a well thought out series of tactics to make a marketing plan more
effective. Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing. Plans and objectives are generally
tested for measurable results.

25

Todays retail Marketing Managers Must :

Understand the connections between the lifestyle and expenditure characteristics
of customers, their propensity to purchase one product or brand over another, and
leverage this understanding for competitive advantage.
Improve direct marketing response by ensuring they are targeting the right
households at the right time, using the right media with the right message.
Leverage current consumer data to make better strategic decisions about products,
marketing and locations.
Increase customer loyalty and retention with a scientific, data driven approach to
analytical CRM.
Retail marketing managers can implement the following projects to understand
their customer, market and store locations better; achieving a very strong ROI for
their retail marketing efforts in the process.

Customer and Market Potential Estimates:

Estimate the revenue potential of your customers to determine their current, potential and
life-time value:
Estimate your market potential for more effective acquisition initiatives
Quantity and qualify your market opportunities.

Customer and Market Profiles:

Develop

more

effective

communication

strategies

through

better

understanding of who your customers are

Identify your market potential through a better understanding of your targets.

26

Customer and Market Segmentation:

Develop more effective communication strategies through a better understanding
of different customer groups and your market segments.
Customize your product offers by different customer and market segments.

The Nature of Retail Marketing

The key aspects of retail marketing are an attitude of mind. In making retail marketing
decisions, retailers must consider the needs of the customers. Retail marketing decisions
are driven by what the shoppers need and want. Retail marketing is therefore a
philosophy and is all about satisfying the customers. What the customers regard as value
and what they buy is decisive. What the customers buy determines the nature of the
retailers business.
The essence of retail marketing is developing merchandise and services that satisfy
specific needs of customers, and supplying them at prices that will yield profits. Retailers
must take the customers needs into consideration in retail operation. Retail marketing is
stimulating, quick-paced, and influential. The retail marketing concept is the acceptance
by the retailer that it is the customer and not demand that lie at the core of the retail
organization.

The changing Retail Environment:

Profound changes are taking place, and will continue to occur, in the retail industry. In
terms of sales, the retail landscape is moving away from specialty stores and department
stores toward discount retailing. Although the future is difficult to predict, forthcoming
27

trends in retailing will focus on demographics, geographic convenience, time

convenience increased food expenditure away from home and rapid changes in
information technology. In addition, retailers will find a convergence of electronic
methods and traditional methods of Retailing.

FIVE PILLARS OF RETAILING:

Solve customers problems.
Treat customers with respect.
Connect with customer emotions.
Set the fairest (not the lowest) price.
Save customers time.

COMPANY PROFILE
1.2 INTRODUCTION:
BIG FM 92.7 s a nationwide private FM radio station in India owned by Indian
businessman Anil Ambani. It broadcasts at 92.7 MHz (92.7FM). BIG 92.7 FM, Indias
No. 1 FM Station and the Radio initiative from Adlabs Films Ltd., since the launch of its
first Station in September 2006, has expanded at sturdy BIG and is poised to create
history by successfully completing its goal for a pan India presence, spanning across 45
cities, 1000 towns and 50,000 villages to reach 200 million Indians across the length and
breadth of the country.
This is the only private FM radio station which is being broadcast from Srinagar and
Jammu in Jammu & Kashmir state. It has made an announcement to invest Rs.
4,000,000,000 dedicated to transmission equipment, infrastructure and licensing; which
would make the proposed network the largest ever. The Company has taken Radio as a
medium of entertainment not only to the key metros, but also to virgin markets that have
28

never before experienced this medium of entertainment and has already completed the
same in 44 of the 45 targeted cities.
In the first phase of its launches, BIG 92.7 FM set up Stations in the metros of Delhi,
Hyderabad, Chennai, Kolkata, Bangalore and Mumbai. The second phase of launches has
taken BIG 92.7 FM to several tier II towns at the end of which the total count will be
taken to 45.
BIG 92.7 FM is amongst the largest radio station networks in the country. As per RAM
(Radio Audience Measurement), BIG 92.7 FM was already among the Top 2 stations in
each of the 3 markets currently under measurement in just 18 months of launch.
The FM radio stations are located in diverse regions in India and the Company has been
successful in attracting local listeners in each of these markets. The Companys superior
understanding of audience preferences enables the Company to provide content that is
customized to their taste, language and culture. What adds to BIG 92.7 FMs complete
effectiveness is that its programming is geared towards the aspiration-ally conscious and
active masses whose daily life is a quest to better their lives and lifestyles. BIG 92.7 FM
is making a strong personal connect with millions every day! Adding to the overall
impact are the Networks Brand Ambassadors -- Superstars Abhishek Bachchan for the
Hindi belt, Asin for the Telegu and Tamil markets, and Upendra for the Kannada market.
BIG 92.7 FM brings to you 24x7 unique entertainment from a highly advanced and stateof-the-art radio broadcast technology via transmitters with web based remote
management capability, hot swappable power supply and power amplifier with controller
card redundancy. The transmitters have the capability of back up play time of four hours
of music or pre-programmed content in case of any link failure.
The highlight of BIG 92.7 FM is web-based Media Monitoring Center (MMC) at
Mumbai to monitor all the 45 stations live and provide round-the-clock hands on
solutions and technical support. From July 1, 2008, BIG FM included Singapore, the first
city outside India, in its broadcasting network. It broadcasts its programmes daily from 5
to 8pm on XFM 96.3, under the name of 'BIG Bollywood 96.3FM' .
29

Its main tagline is "Suno Sunao, Life Banao".

CEO BIG 92.7 FM MR TARUN KATIAL

VISION
"TO BE A LEADER IN THE OUT-OF-HOME SPACE WITH THE LARGEST, SLEEK,
EFFECTIVE, and INNOVATIVE Media owners"

MISSION
IMPACTING ITS LISTENERS LIVES POSITIVELY, AND APPLAUDING THE
WORK AND ACHIEVEMENTS OF LOCAL HEROES THROUGH ITS CONTINOUS
INITIATIVES.

Key Statistics about BIG 92.7 FM

Headquarters

Mumbai Area, India

Industry

Broadcast Media
30

Type

Privately Held

Company Size

1,200 employees

Founded

2004

Website

http://www.big927fm.com

Common Job Titles

Sales Account Manager

23%

Head

11%

Manager

7%

Producer

6%

Sales Head

5%

Top Schools
Delhi Univ

6%

Kendriya Vidyalaya

5%

Devi Ahilya Vishwavidyalaya

4%

Univ. of Mumbai

4%

Amity Bus. School

3%

Median Age

28 years

Median Tenure

1 year

Gender
Male

66%

Female

34%

ACHIEVEMENTS AND AWARDS:

1. IDEA BIG BANGLA MUSIC AWARDS 2010 : The biggest night for Bangla music.
2. RJ Ayushmann of BIG 92.7 FM creates history: Wins Young Achievers Award
3. Big 92.7 FM's RJ Manjushree honoured by Lions Club, Mangalore
4. Manglore:rj Avinash achieves 92.7 hrs marathon with kushi express on big 92.7 fm.
31

1.2.1 COMPETITORS INFORMATION:

Radio Mirchi (98.3 FM) is a nationwide network of private FM radio stations in India. It
is owned by the Entertainment Network India Ltd (ENIL), which is one of the
subsidiaries of The Times Group
"Mirchi" is Hindi for chili. The tagline of Radio Mirchi is "It's hot!"

HISTORY:
The original avatar of Radio Mirchi was Times FM. Radio Mirchi began operations in
1993 in Indore. Until 1993, All India Radio or AIR, a government undertaking, was the
only radio broadcaster in India. The government then took the initiative to privatize the
radio broadcasting sector. It sold airtime blocks on its FM channels in Indore, Hyderabad,
Mumbai, Delhi, Kolkata, Vizag and Goa to private operators, who developed their own
program content. The Times Group operated its brand, Times FM, till June 1998. After
that, the government decided not to renew contracts given to private operators.
In 2000, the government announced the auction of 108 FM frequencies across India.
ENIL won the largest number of frequencies, and thus started its operations under the
brand name Radio Mirchi.
In January 2006, Radio Mirchi bagged 25 frequencies in the second wave of licenses that
were issued by the Government of India. This pushes the Radio Mirchi presence in 32
centers. In the first wave of launches, Indore was the first city in India having grade of
first private radio channel Times decided to start radio channel to address the mass
audience as advertisers can be attracted by showing a low cost per thousand.

32

AREAS OF OPERATION
Currently, Radio Mirchi has a presence in more than 33 cities, including the 6 metros of
India and Radio Mirchi is the costliest station in India as they charge more than double of
the competition. Radio Mirchi believes premiumness can be achieved by charging more
from the clients.
It reaches out to almost 52% of FM radio listeners in Delhi 44% in Mumbai,40% in
Indore,35% in Jaipur,30% in Bhopal, 20% Chennai, 17% in Kolkata, 15% in agpur,10%
in Bangalore and 02% in Raipur(as till 2006). Radio Mirchi has started providing Visual
Radio to its subscribers in Delhi from 25 July, 2006 onwards and in Mumbai from
September 2006.

MISSION
"Tapping into peoples emotions, thats the mantra behind Mirchis programming."

MIRCHIS POSITIONING
Mirchi.Apka Apna Bollywood station! The ultimate stop for all the film world buzz.
Mirchi caters to the young at heart. Its a royal mix of fun and entertainment! As far as
music is concerned, we are a hit radio format. We play music, which is already a hit
amongst audiences. And we do not break new songs. 80 per cent of Mirchis content is
contemporary Bollywood music. As far as retro is concerned, we generally play the old
numbers post 9 pm at night or during the afternoons. Thats the Mirchi fare for you!

MEOW 104.8 FM

33

Meow 104.8 FM is India's first Just-for-Women Radio station started operating out of
three metros in India i.e. in Delhi, Mumbai and Kolkata. Meow FM is an India Today
Group venture with Anil Srivatsa as it's Chief Operating Officer.
This is how Anil describes and introduces Meow FM to visitors :
"They say God first created man because one always starts with a rough draft. Radio
today followed his plan and waited for the appropriate time to launch Meow 104.8FM,
India's first Just-for-Women Radio station, an India Today Group venture.
We understand what women want and consistently keep the content of Meow 104.8 FM
very close to her heart. Staying true to our nature of breaking rules, we chose not to
follow the traditional structure of radio programming were talk is always a monologue
and second to music, but rather connect with real people out there.
Our biggest strength is interactivity because we engage with our listeners in a one to one
conversation. Hence, ours is a completely unscripted and live show with a human face.
Our exceptionally creative team settles for nothing but the best for our listeners, and it's
an experience to tune in to Meow 104.8 FM to talk with our on "on air hosts".

1.3 INTRODUCTION TO TOPIC

Advertising is a form of communication intended to persuade an audience (viewers,
readers or listeners) to purchase or take some action upon products, ideals, or services. It
includes the name of a product or service and how that product or service could benefit
the consumer, to persuade a target market to purchase or to consume that particular brand.
These brands are usually paid for or identified through sponsors and viewed via various
media. Advertising can also serve to communicate an idea to a large number of people in
an attempt to convince them to take a certain action.
Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods
or services by any identified sponsor. Advertisers include not only business firms , but
34

also museums, charitable organizations. Advertisements are a cost effective way to

disseminate messages whether to build brand preference or to educate people.

CHAPTER-2
REVIEW OF LITERATURE

35

REVIEW OF LITERATURE
GOPAL DAS (2009) in an article impact of sales promotion on buyer behaviorIndian retail customers tries to find out impact of retail sales promotions on consumers
buying behavior. In the Global Context of Open Market Economics of Today, the
consumer has become the king. He enjoys a lot of Freedom in his Purchase Decision. A
consumer is in the Position to influence the manufacturer or the marketer regarding, size,
quality, content of the product, price, post sales service, among other things.
As a result, the markets no longer remained the "sellers market", it obviously turned in to
buyers market". With the Indian retail boom, many players are entering with different
retail formats. As a result, competition is becoming very tough. Keeping in mind that the
Indian consumer is price sensitive, each player is trying to attract more customers through
different sales promotional activities. But the exact picture of the impact of sales
promotion on consumer behavior is yet unclear to the retailer.
VIVEK GUPTA (2008) in an article developments of Indian retail sector states that
In terms of the retail development index India ranks fifth. In Asia it occupies the second
position, next to China. Among all the global markets, the Indian retail market is the most
expanding. Given the developments and prospects, the Indian retail sector is in its nascent
stage of evolution. While there are obstacles, there are clear opportunities in modern
retailing in India.The retail sector have proved to be of immense significant from macroeconomic point of view.
What is to be seen is how organized retail can duplicate the same level of personalized
customer service levels offered by the unorganized sector to have a higher conversion
ratio. Gaining and maintaining consumer preference is a battle that is never really won.
Continued and consistent branding initiatives that reinforce the consumers purchase
36

decision will, over time, land the product in consumer preference sets. Attaining and
sustaining preference is an important step on the road to gaining brand loyalty

MARLA ROYNE STAFFORD (2006) in an article retail services advertising

stated that in an exploratory study, two message appeals (rational and emotional) and two
media (print and radio) were tested to determine whether certain message or media
strategies are more appropriate than others for two broad categories of retail services. For
both types of services, a rational appeal generated higher levels of attitude toward the ad
than an emotional appeal and radio ads generated higher levels of patronage intention
than print ads. In addition, a main effect for service type was found for two of the
dependent variables, indicating that more experiential retail services may benefit more,
overall, from radio and print advertising than utilitarian offerings.

37

CHAPTER-3
RESEARCH METHODOLOGY

38

RESEARCH METHODOLOGY
OBJECTIVES OF THE STUDY:
To study the Advertising medias being adopted by three industries present in the
Amritsar, i.e. Jewellery, Lifestyle and Automobiles industry.
To Determine the Newspaper, FM radio and Out Of Home Being Preferred The
most for retail store advertisement.
To study the effectiveness of sales representatives of 92.7 BIG FM

RESEARCH DESIGN:
Statement of the problem
Data collection
Research Design
Scope of study
Data analysis and tools and techniques
Limitations

I Statement of the problem:

Problem definition is the first & foremost part of the research process, without this
research cannot be completed until and unless there is a problem or objective, the
39

research cannot be initiated. Problem definition refers to the objective on which research
has to be done, so problem definition in my project is the study of Preference Of
Advertising Medias Being Adopted By Jewellery, Automobiles and Lifestyle Industry in
Amritsar. My study has everything to do with clients perception about different mediums
of advertisement.

I. Data collection:
Source of Data:
Two types of data sources will be taken into consideration:1. Primary Data
2. Secondary Data
Primary Data: The primary data are those which are collected a fresh and for the first
time and thus happen to be original in character. Under this project direct collection of
data from source of information & techniques such as survey through questionnaire for
customers has been considered.
Secondary Data: Secondary data is one which has already been collected by someone
else and which has already been passed through statistical processing. Under this project
secondary data is been collected from journals, magazines, & web sites.
II. Research Design:Type of Study: Study is descriptive in nature as its based upon the facts and figures.
Type of universe: The universe is the entire group of items the researchers wish to study
and about which they plan to generalize. Under this project type of universe include
people residing in India.
Population: Under this project type of population include people residing in Amritsar
city.
Size of Sample: Number of people surveyed. The sample consists of 35 respondents.

40

Sampling Procedure: Sampling procedure refers to technique used in selecting the items
for the sample. Under this project selection of respondents is on the basis of judgemental
sampling.
Data analysis and Tools and Techniques: In this study tools and techniques used for
data analysis and interpretation are tables, graphs & percentages techniques.
Scope of Study: This study is mainly confined to the COMPANIES of Amritsar.

The

size of sample is 35 respondents.

Limitations of the Study:

Time for the completion of the project was too short to do an in-depth study.
Respondents were not willing to give the response.
The sample size was not enough to reach on any exact conclusion. Study is based
on primary and secondary data that may or may not be true.
As primary data was to be collected, it took 1 hour for getting data from 1
respondent, so the task was tedious.
As the scope of the study is limited to Amritsar city, it was difficult to meet the
exact person who takes marketing decisions of the company.

41

CHAPTER-5
DATA ANALYSIS
AND
DATA INTERPRETATION

42

DATA ANALYSIS AND DATA INTERPRETATION

TABLE

5.1.MEDIA

BEING

PREFFERED

FOR

RETAIL

STORE

ADVERTISEMENT
The table below shows the data of the companies advertising their retail stores through
different mediums
OPTIONS

NO OF RESPONDENTS

% AGE

NEWSPAPERS

25

71%

RADIO

23

66%

OUT OF HOME

20

57%

LOCAL CABLE

10

29%

**In this case the sample size is coming out to be more than 35 because respondents have
opted multiple options.

43

FIGURE 5.1

Interpretation:
From the above bar graph it is clear that, while deciding on advertisements respondents
want to cover all the markets through the use of different mediums of advertising .i.e.
newspapers, radio, out of home and local cable. As the respondents consider local cable
an outdated concept of advertising, thats why only 29% respondents opted, whereas
71% respondents opted for newspapers, 66% for radio and 57 % for out of home
medium of advertising.

44

TABLE 5.2.NEWSPAPER BEING PREFERED FOR RETAIL STORE

ADVERTISEMENT
The table below shows the data of the companies advertising their retail store through
different newspapers
OPTIONS

NO OF RESPONDENTS

%AGE

PUNJAB KESARI

25

71%

DAINIK JAGRAN

16

46%

DAINIK BHASKAR

21

60%

THE TRIBUNE

20

57%

HINDUSTAN TIMES

14

40%

**In this case the sample size is coming out to be more than 35 because respondents have
opted multiple options.

45

FIGURE 5.2

Interpretation:
From the above pie-chart it is clear that most of the respondents .i.e. 71% opted for
Punjab Kesari, as it is the oldest newspaper and captures the market share too with
maximum number of readers. 46% respondents opted for Dainik Jagran as they want to
cover all the readers in Amritsar. 60% respondents opted for Dainik Bhaskar as it is the
second most sold newspaper after Punjab Kesari and does offer good deal packages to
corporate.57% respondents opted for The Tribune newspaper as it covers the educated
readers which are a part of the market itself.40% respondents opted for Hindustan Times
newspaper.

46

TABLE 5.3.REASONS FOR ADVERTISING THROUGH NEWSPAPERS

The table below shows the data of the reasons due to which retail store advertisement is
preferred through newspapers
OPTIONS

NO OF

MAXIMUM READERSHIP
TIME
RETENTION OF ADVERTISEMENT

RESPONDENTS
18
7
10

SPECIAL OFFER
TARGET AUDIENCE
ANY OTHER

%AGE

6
4
5

51%
20%
29%
17%
11%
15%

**In this case the sample size is coming out to be more than 35 because respondents have
opted multiple options.

47

FIGURE5.3

Interpretation:
From the above pie-chart it is clear that 51% of the respondents opted for newspaper for
advertising due to maximum readership.20% opted for time .i.e. respondents feels that
target audience does have time early morning and they do read newspaper at that
time.29% respondents opted for retention of advertisement, i.e. people do retain some
amount of the advertisement when they go through it again and again.17% respondents
opted for advertisement in newspapers just because they were getting special offers, like
news with advertisement.11% opted for newspapers as their target audience does reads
newspapers and 15% respondents has some other reasons for giving advertisements in
the newspaper, like, getting better service from the company, invitations to social parties
etc.

48

TABLE 5.4.FM RADIO BEING PREFERRED FOR RETAIL STORE

ADVERTISEMENT
The table below shows the data of the companies advertising their retail store through FM
radio channels
OPTIONS

NO OF RESPONDENTS %AGE

BIG 92.7FM

25

71%

94.3MY FM

10

29%

MEOW 104.8FM

26%

**In this case the sample size is coming out to be more than 35 because respondents have
opted multiple options

49

FIGURE 5.4

Interpretation:
From the pie-chart it is clear that 71% respondents opted for BIG 92.7 fm, despite the
fact that Big 92.7 FM charges more from its customers for the on air advertisements,
than the other two Fm channels present in the market. The reason being it first tries to
engage its customer and then enrich them with a wide range of its offers.29%
respondents opted for 94.3 my FM and 26% of the respondents opted for MEOW 104.8
FM

50

TABLE 5.5.REASONS FOR ADVERTISING THROUGH FM RADIO

The table below shows the data of the reasons due to which retail store advertisement is
preferred through FM RADIO
OPTIONS

NO OF RESPONDENTS

%AGE

TRAVELLING

15

43%

LISTNERSHIP

26%

REPETITION

12

34%

COST

13

37%

ANY OTHER

18

51%
51

**In this case the sample size is coming out to be more than 35 because respondents have
opted multiple options

FIGURE 5.5

Interpretation:
From the above pie-chart it is clear that 43% respondents prefer FM radio medium
because while traveling a person doesnt has any other option he/she has to listen to the
radio and is not provided with any other source at that time,26% respondents opted for
listener ship,34% opted for radio as the same jingle is repeated more than one time in a
day by which brand hammering is done,37% respondents opted for cost because radio is
one of the cheapest source of advertisement to reach the customers,51% respondents felt
that there were other reasons to advertise like service provided, special offers and
corporate tie-ups.

52

TABLE 5.6. OUT OF HOME BEING PREFERRED FOR RETAIL STORE

ADVERTISEMENT
The table below shows the data of the companies advertising their brands
through OOH (out of home)
OPTIONS

NO OF

%AGE

RESPONDENTS
BILLBOARDS

17

49%

MOBILE

9%

BILLBOARDS
INSERTS

20

57%

MOBILE SMS

20%

**In this case the sample size is coming out to be more than 35 because respondents have
opted multiple options

53

FIGURE 5.6
INTERPRETATION:The study revealed that huge number of cost was spent to advertise through out of home
mediums. The study revealed that 49% respondents advertise through BILLBOARDS, as
they stick to one place, people have to go through them forcefully and retail companies
try to cover the crowded parts of the city through these billboards. 9% respondents use
mobile billboards to advertise and reach those parts of the city which they cant cover
through other mediums. 57% prefer inserts as it is cheapest and 20% prefer mobile SMS.
TABLE 5.7.REASONS FOR ADVERTISING THROUGH OUT OF HOME
The table below shows the data of the reasons due to which retail store advertisement is
preferred through out of home
OPTIONS

NO OF RESPONDENTS

%AGE

VISIBILITY

15

43%

BRAND HAMMERING

20

57%

PRIME LOCATION

10

29%

ATTRACTION

18

51%

**In this case the sample size is coming out to be more than 35 because respondents have
opted multiple options
54

FIGURE5.7

INTERPRETATION:43% respondents felt that Visibility is one of the main reason to advertise through out of
home service. 57% respondents felt that brand hammering is easily done by advertising
through out of home service. 29% Respondents felt that billboards and mobile billboards
could be easily placed on the prime locations of the city to make the advertisement
effective. 51% respondents stated if the content in the advertisiment is good enough it
could attract viewers towards it too

55

TABLE 5.8. ADVERTISEMENT THROUGH CABLE

The table below shows the data of the companies advertising their brands through local
cable
OPTIONS

No. OF

%AGE

RESPONDENTS
YES

10

29%

NO

25

71%

Total

35

100%

56

FIGURE 5.8
INTERPRETATION:The local Cable channel was not much preferred by the respondents. As the pie chart
depicts only 29% felt a need to advertise through local Cable due to the visual display
and to show the latest model to attract customers. As from the study we get to know that
Cable is getting outdated i.e. 71% said no. As the big business houses like BHARTI
AIRTEL AND RELIANCE are coming in with Direct To home service. So the local cable
is getting outdated

TABLE 5.9. REASONS FOR NOT ADVERTISING THROUGH CABLE

The table below shows the data of the reasons of the companies not advertising their
brands through local cable
OPTIONS

NO OF

%AGE

ROUND-OFF

LESS

RESPONDENTS
13

52%

52%

VIEWERSHIP
COSTLY
OUTDATED
D T H SERVICE

5
20
16

20%
80%
64%

20%
80%
64%

57

**In this case the sample size is coming out to be more than 25 because respondents have
opted multiple options.

FIGURE 5.9

INTERPRETATION:Nowadays retailers look for new and innovative means to communicate with their target
audience. But the local cable is loosing its luster as retail companies in Amritsar no more
prefer to advertise through it, reason being the interest of target audience is more towards
other national and world channels, i.e. 52% respondents stated less viewership to be the
reason for not advertising through local cable. Only 20% respondents feel that it is costly
as compared to other mediums and also not reaching target audience. 80% of the
respondents feel that its getting outdated; hardly anyone has the time to tune into local
cable. Nowadays ladies tune in for the family soaps whereas mens tune into news
channels. 64% feel that, trend has changed and people have started using direct to home
58

service being provided by big business houses and they will capture more market in the
future.

TABLE 5.10. ADVERTISEMENTS SPENT OF THE RETAIL CLIENTS

The table below shows the data, i.e., how much investment is done for the promotion
OPTIONS(annually)

No. OF

%age

Round off

Below 1 lakh
1 lakh 2 lakh
2 lakh 10 lakh
10 lakh and above
No Answer
Total

RESPONDENTS
2
3
8
6
16
35

5.71%
8.57%
22.85%
17.14%
45.71%
100%

6%
8%
23%
17%
46%
100%

59

FIGURE 5.10
INTERPRETATION:As the Pie chart depicts 46% of the respondents were not interested in sharing their
annual advertisement spend, but in the city their were 17% of the respondents spending
more then rs10,00,000 and 23% respondents spending between rs2,00,000 to
rs10,00,000. 8% spending between rs 1,00,000 to rs 2,00,000 and 6% respondents
spending below rs 1,00,000.

60

CHAPTER 6
FINDINGS & SUGGESTIONS

FINDINGS OF THE STUDY

Investment expenditure done for advertisement purposes in Amritsar city is
increasing and with times to come it will definitely multiply
Corporate and Local Business houses now understand the importance of brand
hammering.
61

 Fm market is growing day by day in the Amritsar city.

Most of the people tune into FM Radio while travelling as they dont have any
other medium at that time.
Big 92.7 leads the Fm radio market and its the first preference of respondents.
Punjab Kesari being the oldest newspaper with a large number of readers is
preferred for local advertisements by the respondents.
Tribune newspaper is preferred in the English newspapers.
Survey shows that local cable is getting outdated and pushed back due to DISH
T.V
People prefer to view other channels rather than those being offered by local
cable.
Survey shows that OOH medium is highly preferred by the respondents and with
the passage of time it will turn out to be a good medium.
Billboards is being highly used by the retail companies for the promotion of the
store

62

CHAPTER -7
CONCLUSION

CONCLUSION
Here I conclude that the summer internship program done in BIG 92.7 FM, for partial
fulfillment of the MBA degree in GLOBALINSTITUTE OF MANAGEMENT has been
completed successfully. I did my research regarding to study the preference of
advertising medias adopted by three retail sectors (Jewellery, Automobiles and Lifestyle)
63

with special reference to FM. The decisions and calculations made by the marketing
manager or the owner of the company were studied. The choice decisions made by the
marketing manager or the owner were also studied. From the survey I learn that Fm
market is growing day by day in the Amritsar city, most of the people tune into FM Radio
while travelling as they dont have any other medium at that time, corporate and Local
Business houses now understand the importance of brand hammering, day by day more
and more investments are done for advertisement purposes, Big 92.7 leads the Fm radio
market and its the first preference of respondents. Punjab Kesari being the oldest
newspaper with a large number of readers is preferred for local advertisements by the
respondents, Tribune newspaper is preferred in the English newspapers. At last I would
like to say that it was really a great experience and I have learnt a lot during my training
period.

LEARNING EXPERIENCE
During the training period following things were learnt:
SALES: I had my training in the sales department of BIG 92.7 FM. So i used to go out
to the market with the Sales Executive of the company to learn the various skills of sales,
how to engage customer with you and also the negotiation process. During my training
period I visited many worthy clients of BIG 92.7 FM in various fields like JEWELLERY,
EDUCATION,HOTELS and MALLS.

SOCIAL NETWORKING WEBSITES: During my training period I learned

that building social contacts and reaching new contacts is a very important task for a sales
manager\executive. The social networking websites which are more used for the leisure
64

and time pass activities could gather us some important information regarding the client
and also to build some healthy relationships with the client. Websites like linkdin.com
and facebook.com can be used to reach new prospects and also to get their personal
details and make some healthy relations with them.

ADVERTISEMENT TRACKING: This was another important thing to learn.

One can not imagine to stay in the market unless and until he/she doesnt keeps a track
record of its competitors. So during my training period I learned how advertisement
tracking is done. An excel sheet is prepared and all the advertisements running with the
number of repetitions and their second age is recorded on excel sheet of a particular radio
channel.

PRINT TRACK: This track is prepared daily to know about the clients present in the
market and giving advertisements in the newspapers. Through this track we were able to
know about the clients who are not presently giving business to us but are advertising
through other mediums.

MARKET ROUND: Market round means sales executive has to roam in the market
and look for new business, if any new education institute, restaurant, hotel etc are
entering the market. This activity gives an edge to the sales executive as he/she could
approach the customer before others.

BIBLIOGRAPHY
http://en.wikipedia.org/wiki/FM_broadcasting_in_India
http://www.indianetzone.com/37/developments_indian_radio.htm
http://www.indiatogether.org/2004/may/med-trairadio.htm
http://www.linkedin.com/companies/big-92.7-fm
en.wikipedia.org/wiki/Fm_radio
http://en.wikipedia.org/wiki/BIG_FM_92.7
http://www.moneycontrol.com/annual-report/reliancemediaworld/directorsreport/RMW01
en.wikipedia.org/wiki/file:radiomirchi.jpg
65

http://www.vu2.in/component/content/article/54-fm-frequency-modulation-broadcastservices/128-big-927-fm-radio-indias-biggest-fm-radio-station-network-big-927-fmradio-delhi-india.html
http://www.daijiworld.com/news/news_disp.asp?n_id=70374
http://www.indiaprwire.com/downloads/photo/200911/10447.jpg
http://www.oaklandcolleges.net/retail/emerging-trends-in-retail-marketing-strategy

ANNEXURE
QUESTIONNAIRE
Dear Respondent,
I am RISHABH SETHI, pursuing MBA from GLOBAL INSTITUTE
OF MANAGEMENT, AMRITSAR conducting a survey on TO STUDY THE
PREFERENCE OF ADVERTISING MEDIAS ADOPTED BY THREE RETAIL
SECTORS (JEWELLERY, AUTOMOBILES AND LIFESTYLE) WITH SPECIAL
REFERENCE TO FM. Kindly spare few moments to fill the questionnaire from your
valuable time. All the information will be kept confidential.
Q.1. Which media being prefered for retail store advertisement?
a. Newspaper

b. Radio

c. Out of home

d. Local cable

Q.2 If newspaper,out of the following which newspaper would you prefer for the retail
store advertisement?
a. Punjab Kesari
b. Dainik Bhaskar
c. Dainik Jagran
d. The Tribune
e. Hindustan Times
66

Q.3 What are the reasons for advertising through newspapers?

a. Maximum readership
b. Time
c. Retention of advertisement
d. Special offer
e. Target audience
f. Any other

Q.4 If FM RADIO,out of the following which FM channel would you prefer for retail
store advertisement ?
a. BIG 92.7FM
b. 94.3MY FM
c. MEOW 104.8FM
Q.5 What are the reasons for advertising through FM RADIO ?
a. Travelling
b. Listenership
c. Repitition
d. Cost
e. Any other
Q.6 If OUT OF HOME, out of the following which OUT OF HOME would you prefer
for retail store advertisement ?
a. Billboards
b. Mobile billboards
c. Inserts
d. Mobile SMS

67

Q.7 What are the reasons for advertising through OUT OF HOME ?
a. Visibility
b. Brand hammering
c. Prime location
d. Attraction

Q.8 Do you prefer advertising through local cable channel?

a. Yes
b. No
Q.9 What are the reasons for not advertising through local cable channel ?
a. Less viewership
b. Costly
c. Outdated
d. DTH Service
Q.10 What is the advertisment spent on your retail store yearly?
a. Below 1 lakh
b. 1 lakh 2 lakh
c. 2 lakh 10 lakh
d. 10 lakh and above
e. No Answer
INFORMATION ABOUT THE RESPONDENT:
1. Name
2. Address
3. Gender
(a) Male
(b) Female
68

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