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PROJECT REPORT ON: “Study of Readership Profile for Print Media in Patna with special referenceto Hindustan Media Ventures Ltd.” Under the guidance of: - Submitted by: Mrs. Shazia Rahman Rachita (Faculty Member) Roll No. – 17 ASPASM – IIIrdyear Session 2012-15 Department of Advertising, Sales Promotion and Sales Management

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Page 1: Hindustan Times

PROJECT REPORT ON:“Study of Readership Profile for Print Media in

Patna with special referenceto Hindustan Media Ventures Ltd.”

Under the guidance of: - Submitted by: Mrs. Shazia Rahman Rachita(Faculty Member) Roll No. – 17

ASPASM – IIIrdyearSession 2012-15

Department of Advertising, Sales Promotion and Sales Management

PATNA WOMEN’S COLLEGEPATNA UNIVERSITY

NAAC Re-accredited ‘A’ grade with CGPA- 3.51/4 (CPE) status accorded by UGC

Bailey Road, Patna- 800001.

Page 2: Hindustan Times

Department of Advertising, Sales Promotion and Sales Management

PATNA WOMEN’S COLLEGEPATNA UNIVERSITY

NAAC Re-accredited ‘A’ grade with CGPA- 3.51/4 (CPE) status accorded by UGC

Bailey Road, Patna- 800001.

GUIDE’S CERTIFICATEDate :

To Whom It May Concern

This is to certify that this project compilation titled “Study of Readership

Profile for Print Media in Patna with special reference to Hindustan Media

Venture Ltd.” has been compiled and prepared by Miss Rachita, ASPASM

IIIrdYear, Roll no. 17, and Session– 2012-15 under my supervision.

Mrs. NusrathSohail Mrs. ShaziaRahman(Coordinator) (Faculty Member)

Page 3: Hindustan Times

ACKNOWLEDGEMENTS

I find myself bound to prepare my sincere thanks to almighty God

for giving me strength for completing this project.

At the outsets I express my gratitude to my parents without whose

blessing and care I would not have reach here.

My sincere thanks to our principal Sister Marie Jessie A.C as she

is always been a source of inspiration.

I also intend my gratitude to our co-coordinatorMrs. Nusrath

Sohail, and our faculty guide Mrs. Shazia Rahman for helping

out in every step whenever it was in need. Finally I would like to

thanks all my friends without whose support and co-operation it

would not been possible to complete this project work.

Date:

Place: Rachita

Page 4: Hindustan Times

PREFACE OF THE STUDY

This project report is related to “A Study of Readership Profile

for Print Media in Patna with Special Reference to Hindustan

Media Venture Ltd.” The study is carried out in order to aware

about the newspaper reading habit of Patnaites.

The study is an enquiry to the preference of the newspaper

amongst the readership group in Patna. We would be developing

an understanding regarding the underline currents that shape up

the preference regarding the project.

In order to carry out this project report and compile it we have

selected 100 respondents out of thousands though simple random

sampling. Thus our project report revolves around the reader’s

group in Patna and their preference level with regard to print

media.

Page 5: Hindustan Times

CONTENTSSl. No. Particulars Page No.

Chap. 1

Introduction of the Study

Rationale

Objective

Hypotheses

Chap. 2 Organizational Profile

Chap. 3 Theoretical Perspective

Chap. 4

Methodology

Research Design

Sources of Data

Tool of Data Collection

Sampling

Chap. 5 Analysis and Interpretation

Chap. 6 Findings

Chap. 7 Suggestions

Chap. 8 Limitations

Chap. 9 Conclusions

Annexure

Page 6: Hindustan Times

CHAPTER – 1

INTRODUCTION OF THE STUDY

Rationale Objective Hypotheses

Page 7: Hindustan Times

INTRODUCTION OF THE STUDY

The project is made on the topic “Study of Readership Profile for Print Media in

Patna with Special Reference to Hindustan Media Venture Limited”. The report

compiles of the rationale behind the study, objective, hypothesis, scope and

limitations of the study. Data are analyses and interpreted and findings are done

on the basis of these data analyses and interpretations.

RATIONALE

The project report on the topic “Study of Readership Profile for print media in

Patna with special reference to Hindustan Media Venture Limited” has some

rationale behind its compilation.

To measure the preference level of Print Media with Special Regard to

News Paper among the Readership Profile in Patna.

To analyze the time preferred by the reader’s group to access Print

Media.

To find out the perception of different people about the news paper they

use.

To measure the various purpose of respondents reading News Paper.

To measure the frequency of reader of print media.

Page 8: Hindustan Times

OBJECTIVES

Every project compilation has certain objectives behind it. In the same way

there are certain objectives involved in the compilation of this project report.

Some of the objectives are as follows:

1. To get the practical exposure and knowledge on the basis of the

theoretical knowledge and information.

2. To have the knowledge about the preference level among the people of

Patna with regard the news paper.

3. To have the knowledge about popularity of the different newspapers in

Patna.

4. To find out the reason behind the preference of particular news paper.

5. To know about the preferred language of readers reading newspaper.

Page 9: Hindustan Times

HYPOTHESES

The research conducted is based on certain assumptions which have been tasted

on the people of different age profile, different readers and profession in Patna.

The concept of the hypothesis relate to a statement concerning the basic belief

or a set of assumption upon which the project work is based.

1. People prefer print media over rather electronic media for the purpose of

getting latest updates.

2. The News Paper is the most effective media for covering the local

market.

3. The impact of advertising in news paper is less as against the T.V.

4. News paper is cost effective media to deliver the information to the

people.

5. Hindustan is the Hindi leading news paper in Patna.

6. People of Patna like to read Hindi news paper.

7. Most of the reader likes to read news paper in the morning.

Page 10: Hindustan Times

Chapter – 2Organizational Profile

Page 11: Hindustan Times

ORGANIZATIONAL PROFILE “HINDUSTAN”

The company was incorporated on July 9, 1918 under the Indian Companies

Act, 1913 as a public limited company under the name ‘The Behar Journals

Limited’ and received the certificate of commencement of business of January

14, 1919. On November 17, 1987 the name of the Company was changed to

‘Searchlight Publishing House Limited’ to reflect to make the name of the

Company more in consonance with its publication, ‘Searchlight’. Subsequently,

the name of Company was changed to its present name ‘Hindustan Media

Ventures ltd.’ To reflect the expanded business activities intended to be

undertaken by the Company and to be in consonance with the prevailing

industry trends and a fresh certificate of incorporation to this effect was issued

on November 11, 2008.

HINDUSTAN TIMES

A Hindustan Times is owned by the K.K. Birla Branch of Birla family.

Hindustan Times is an Indian English Language daily news paper founded in

1924 by Master Sunder. HT Media Ltd. TheK.K. Birla Group at present own

69% stake in HT Media currently value at Rs. 834 crore.

COLUMNISTS OF HINDUSTAN TIMES

Karan Thapar: Currently the President of Infotainment Television and, one of

the India’s noted T.V. comments and interviewers. Karan Thapar writes weekly

column Sunday Sentiments.

BarkhaDutt: Journalist and NDTV group editor writes a fort nightly column.

Page 12: Hindustan Times

SUPPLEMENT OF HINDUSTAN

Remix: Hindustan’s Daily infotainment supplement that give both

entertainment news and information. i.e. news that can be used by the

readers.

NayiDishayen: A weekly supplement focused on education, new

institutes, and motivational tips.

CORPORATE PHILOSOPHIES

To deliver the quality despite all adds.

Deliver the result on time.

To employ the consultants and effective instruments transfer of

technology.

Page 13: Hindustan Times

Chapter – 3

Theoretical Perspectives

Page 14: Hindustan Times

THEORETICAL PERSPECTIVES

CONSUMERConsumer is a person or group of person who are the final user of product an

services generated within a social system. A consumer may be a person or

group, such as households. The concept of a consumer may vary significantly

by context, although a common definition is:

“An individual who buys products or services for personal use and not for

manufacture or resale”.

The consumer is the one who pays to consume the goods and services produced.

As such, consumers play a vital role in the economic system of a nation. In the

absence of effective consumer demand, producers would lack one of the key

motivations to produce: to sell to consumers.

Consumer group mould their lives in a way they like. Now the question arises

what are their preference level with regard to the print media with special

reference to Hindustan. Thus our project report reveals the above issue of their

performance level.

PREFERENCEPreference refers to the choice or to prefer something over other. In this project

report the word preference is used to gain knowledge about the preference of

print media with special reference to Hindustan among the people of Patna.

Preference level varies from individual to individual. In the same way the

preference level varies from respondents to respondents.

Page 15: Hindustan Times

NEWSPAPER Perhaps the oldest, powerful and the most popular media available is News

Paper. It can communicate the information to a large no. of people and is also

able to reach the most interior part of the country.

Reading news papers has become the most common habit of people. It provides

a wide coverage of local and national markets. News papers are published in

different local and national languages. They can be divided into morning or

evening editions, Sunday news papers, hi-weekly, etc.

Page 16: Hindustan Times

Chapter – 4

Methodology

Research Design Sources of Data Tool of Data Collection Sampling

Page 17: Hindustan Times

METHODOLOGY

RESEARCH DESIGN

The study has been conducted on the basis of primary and secondary data

methods. The method used was both explanatory and descriptive in nature.

Exploratory is the term that means we took the help of experts and company

executives of respective company to make the topic clearer.

Descriptive is the means that we conduct surveys and sued both primary and

secondary data sources.

SOURCES OF DATA

Data required can be made available from various sources they can be classified

into two groups.

a) Primary Source: Primary data was collected from the customers in Patna

observation method was also used to some extent.

b) Secondary Source: It includes already collected data whether published

or unpublished, such as official database, journals, magazines, websites,

etc.

TOOL OF DATA COLLECTION

Questionnaire was prepared in order to gather information. The questionnaire

consists of various questions like educational, occupational, income profile, etc.

Page 18: Hindustan Times

Chapter – 5

Analysis and Interpretation

Page 19: Hindustan Times

ANALYSIS AND INTERPRETATION

The concept of Data Analysis and Data Interpretations refers to that part of the

report study which facilitates the analyst to arrive at important conclusion and

findings. Similar attempt has been made in this study also.

During the course of research we came across many people in Patna who read

news paper in their daily life and find out their preference of news paper. The

questionnaire includes reading of the newspaper, subscription of the newspaper,

time preference of reading of the newspaper the purpose behind the subscription

of the newspaper.

The sample size was of 100 respondents, the entire data revealed through the

tabulation of the whole survey which further facilitates the analysis and

interpretation of the data collection.

Page 20: Hindustan Times

EDUCATIONAL PROFILE

EDUCATIONAL

PROFILE

NO. OF

RESPONDENTS

PERCENTAGE

10th or Below 10 10%

10+2 or Below 20 27%

Graduation 47 47%

Post-Graduation 23 23%

Total 100 100%

Interpretation

Maximum number of people reading the newspaper are found out to be

graduates and the least are matriculates.

This data reveals that most of our respondents are highly educated.

10%

20%

47%

23%

10th or Below

10+2 or Below

Graduation

Post Graduation

Page 21: Hindustan Times

OCCUPATIONAL PROFILEEMPLOYMENT NO. OF

RESPONDENTSPERCENTAGE

Public Sector 13 13%Private Sector 23 23%Self Employed 27 27%Retired 3 3%House Wife 14 14%Student 20 20%NRI 0 0%Total 100 100%

Interpretation

Maximum number of people who read the newspaper are self employed and the

least are the retired group of people.

13%

23%

27%3%

14%

20%

Public SectorPrivate Sector Self Employed Retired House WifeStudent NRI

Page 22: Hindustan Times

INCOME PROFILE

INCOME PROFILE NO. OF

RESPONDENTS

PERCENTAGE

Less than 10,000 5 5%

11,000 – 30,000 25 25%

31,000 – 50,000 40 40%

51,000 and above 30 30%

Total 100 100%

Interpretation

Most of the people reading the newspaper lies under the income group between

31,000 - 50,000 and then comes the income group of people ranging 50,000 and

above.

5%25%

40%

30%

Less than 10,00011,000 – 30,00031,000 – 50,00051,000 and above

Page 23: Hindustan Times

DO YOU READ NEWS PAPER

Options NO. OF

RESPONDENTS

PERCENTAGE

Yes 100 100%

No 0 0%

Total 100 100%

Interpretation

Maximum number of respondents say that they read the newspaper. We got the

positive response from every respondents nce for the questionnaire produced in

front of them.

100%

Yes No

Page 24: Hindustan Times

TIME SPEND IN READING NEWSPAPER

OPTIONS NO. OF RESPONDENTS

PERCENTAGE

LESS THAN 15 MINS 10 10%

15 MIN - 30 MIN 24 24%

30 MIN – 45 MIN 36 36%

45 MIN – 1 HOUR 25 25%

MORE THAN 1 HOUR

5 5%

TOTAL 100 100%

Interpretation

A large group of people read the newspaper for 30 – 45 minutes.

10

24

36

255

Less than 15 min15 min - 30 min30 min - 45 min 45 min - 1 hourMore than 1 hour

Page 25: Hindustan Times

PAGE OF NEWSPAPER PREFERRED MOST

OPTIONS NO. OF RESPONDENTS

PERCENTAGE

Headline news 33 33Sports 27 27

Business 20 20Editorial 0 0

Entertainment 15 15Politics 5 5TOTAL 100 100

Interpretation

Headline news is preferred the most as compared to other pages of the newspaper.

33

27

20

155

Headline newsSportsBusinessEditorialEntertainmentPolitics

PURPOSE OF READING NEWSPAPER

Page 26: Hindustan Times

OPTIONS NO.OF RESPONDENTS

PERCENTAGE

Information 59 59Entertainment 23 23Other purpose 18 18

Total 100 100

Interpretation

A large group of respondents read newspaper for the purpose of getting information.

5923

18

InformationEntertainment Other purpose

LANGUAGE PREFERRED

Page 27: Hindustan Times

OPTIONS NO. OF RESPONDENTS

PERCENTAGE

English 36 36

Hindi 64 64

Total 100 100

Interpretation

A fair number of respondents like to read Hindi Newspaper.

36

64

EnglishHindi

Page 28: Hindustan Times

TIME PREFERRED THE MOST TO READ THE NEWSPAPER

OPTIONS NO. OF RESPONDENTS

PERCENTAGE

Morning 74 74

Midday 15 15

Evening 11 11

Total 100 100

Interpretation

A significant number of respondents prefer to read newspaper in morning.

74

15

11

MorningMidday Evening

Page 29: Hindustan Times

IF RESPONDENTS EVER SUBSCRIBED HINDUSTAN

OPTIONS NO. OF RESPONDENTS

PERCENTAGE

Yes 72 72

No 28 28

Total 100 100

Interpretation

Large number of respondents has subscribed Hindustan Newspaper.

72

28

YesNo

Page 30: Hindustan Times

QUALITY OF INFORMATION RENDER BY HINDUSTAN

OPTIONS NO. OF RESPONDENTS

PERCENTAGE

Excellent 13 13Very good 27 27

Good 23 23Satisfactory 9 9

Total 100 100

Interpretation

Most of the respondents are satisfied with the quality of information as they have rated Hindustan as very good.

13

27

23

9

ExcellentVery good Good Satisfactory

Page 31: Hindustan Times

SATISFACTION LEVEL WITH PRESENT NEWSPAPER

OPTIONS NO. OF RESPONDENTS

PERCENTAGE

Yes 18 18No 10 10

Total 28 28

Interpretation

Most of the respondents are satisfied with the newspaper they are subscribed to.

18

10

YesNo

Page 32: Hindustan Times

Chapter – 6

Findings of the Study

Page 33: Hindustan Times

FINDINGS OF THE STUDY

The data analysis and interpretations helped us to take out the various findings.

Thus the finding of this project is the result of all the data collected analyzed

and interpreted. Following are various finding of the study.

1. All the respondents give their positive response on regarding a

newspaper.

2. Most of the respondents were subscribed to Hindustan followed by

Dainik Jagran.

3. Significant numbers of respondent have the habit of reading newspaper

on regular basis.

4. Most of the respondents were having been subscribing to their newspaper

from more than 3 years.

5. Most of the respondents use print media for purpose of information.

6. A significant no. of Respondentis having habit of reading newspaper in

morning.

7. Almost 72% of our respondents have subscribed to Hindustan at least

once.

8. 27% of respondents rate the quality of information of Hindustan to be

very good.

Page 34: Hindustan Times

Chapter – 7

Suggestions

Page 35: Hindustan Times

SUGGESTIONS

Newspaper is the most preferred medium of print media. It has wide range of

reach in market. It carries the information to large no. of people. It widely

covers local and national market. But as we know nothing is perfect, same is the

case with newspaper. In the process of compilation of this project we come

across some of the drawbacks and we would like to suggest some of the

recommendations.

1. Hindustan will need to improve the quality of reproduction by using more

colour to make their newspaper look more attractive.

2. Hindustan will need to improve its circulation of the newspaper. So, that

it can reach everywhere and to everyone.

3. Hindustan will need to use the best quality of paper for publishing news.

4. More quiz and games should be added and informative news needs to be

increased. So, that it can help its customer by providing latest and current

information’s.

Page 36: Hindustan Times

Chapter – 8

Limitations

Page 37: Hindustan Times

LIMITATIONS

Every project compilations have certain degree of limitations. In the process of

surveying the respondents for their feedback we also confronted some

limitations that obstructed our research work to some extent but it also enable us

to cite their solutions respectively. Some of the limitation factors are as follows:

1. The first and foremost limitation that obstructed our survey was there was

time constrain regarding the conduction of a study of this nature therefore

a sample of 100 could be considered.

2. Some of the respondents were not comfortable enough in providing their

personal information like their address, contract no., income profile etc.

3. Some of them didn’t find it worth beneficial for them to provide us with

the information.

4. Research was conducted only in segments of Patna, if the research would

have been conducted in more areas, the findings might be different.

5. Some of the people are not able to give us information because of the

office timing as they were busy with their respective works.

Page 38: Hindustan Times

Chapter – 9

Conclusion

Page 39: Hindustan Times

CONCLUSION

It has not been easy to way out to collect, analyzed and interpret the data’s

gathered from the respondents. But over all, this entire project had been very

interesting. It gave out a good experience and a great opportunity to known

many things.

Practical Exposure is one of the most important benefits delivered from the

project. Lots of knowledge and experience is gained while preparing this

project. The main aim of the print media is to put latest information’s before

customers. It gave out the opportunity to interact with different people and get

in their insight of their lifestyle.

This survey helps us to know about the reading habit and preference level of

print media among the people of Patna. This report has been accomplished by

fulfilling the requirement of the professional course.

Page 40: Hindustan Times

QUESTIONNAIRE

(A study of Readership Profile fro Print Media in Patna with Special Reference

to Hindustan)

Name : ____________________________________________

Address : ____________________________________________

Age : ____________________________________________

Gender : Male Female

1. Educational Profile :

a) 10th or below

b) 10+2 or below

c) Graduate

d) Post Graduate

e) Doctorate

2. Occupational Profile :

a) Public Sector

b) Private Sector

c) Self Employed

d) Retired

e) House Wife

f) Student

g) NRI

3. Income Profile

a) Less than Rs. 10,000/ month

b) 11,000 – 30,000

c) 31,000 – 50,000

Page 41: Hindustan Times

d) 51,000 and above

4. Do you read Newspaper?

a) Yes

b) No

5. If yes, which news paper you subscribe to?

a) DainikJagran

b) Hindustan

c) Sahara

d) Hindustan Times

e) Times of India

f) Any Other

6. What is the frequency of reader

a) Daily

b) Weekly

c) On alternate days

d) Occasionally

7. Since how long you have been subscribe to this news paper?

a) Less than 1 year

b) 1 year – 2 year

c) 2 year – 3 year

d) More than 3 year

8. What length of time do you normally devote in reading newspaper?

a) Less than 15 min.

b) 15 min. – 30 min.

c) 30 min. – 45 min.

d) 45 min. – 1 hr.

e) More than 1 hr.

9. Which page of newspaper you prefer the most?

a) Headline News

Page 42: Hindustan Times

b) Sports

c) Business

d) Editorial

e) Entertainment

f) Politics

10.For what purpose do you read newspaper

a) Information’s

b) Entertainment

c) Other purpose

11.Language Preferred

a) English

b) Hindi

12. Which time you prefer to read newspaper?

a) Morning

b) Midday

c) Evening

13.Have you ever read and subscribe to Hindustan?

a) Yes

b) No

If no, why?

________________________________________________________________

____________________________________________________________

If yes, please rate its quality of information

a) Excellent

b) Very good

c) Good

d) Satisfactory

14.Are you satisfied with your present newspaper?

a) Yes

Page 43: Hindustan Times

b) No

15.If not, would you be interested in subscribing ‘Hindustan’

a) Yes

b) No

If yes, why?

________________________________________________________________

_____________________________________________________________

If no, why?

________________________________________________________________

_____________________________________________________________

Thanking you Signature

Page 44: Hindustan Times

BIBLIOGRAPHY

1. Kazmi & Batra, S.H.H & Satish K., Advertising Sales Promotion,

Excel Books, Anurag Jain Publishing Co., 2007

WEBLIOGRAPHY www.wikipedia.com as on 7th September 2013 at 6.30 pm

www.hmvl.in as on 9th September 2013 at 3.40 pm