CHAPTER 5
SUMMARY OF FINDINGS
5.1 FINDINGS BASED ON DATA ANALYSIS
· A total of 65 out of 90 respondents listen to the radio. Out of this 65, 25 respondents are not at all aware of Sarang radio. While another 20 are aware of Sarang radio but do not tune in to it. While the rest 20 tune in to Sarang radio. This shows that the level of awareness is less among the respondents.
· Almost 75 percent of the respondents said that radio has become outdated and they have found new means of media such as TV, CD players , mobile phones etc. They use this media because they find it more convenient, attractive and more portable.
· 40 percent of the respondents who do not listen to radio are ready to shift to radio provided there is good signal quality. Also 25 percent of the respondents would tune in to radio if there are new songs played.
· Another interesting finding was that respondents who were not at all aware of Sarang, switch the stations frequently. They do not log into a single radio station. Also they logged into these stations mainly for fresh music purpose.
· The Timings of people not listening to Sarang indicated that they listen to these other stations when they are on the move (either for job or business). They tune in mostly in the morning office travelling hours or evening office leaving hours.
· Another important reason for respondents to log in to other stations other than Sarang was good signal quality and the variety of songs played which accounted for 52 percent of the respondents reply.
· Also among the respondents who listen to radio station, they said they never heard of a brand like Sarang. This shows that Sarang radio is not publicized.
· Among the people who are aware of Sarang but do not tune in to it because they like more of commercial radios with songs and good signal quality. Also they listen to radio for time pass or for killing the time when alone. They do not really look for something informative from the radio.
· People who listen to Sarang radio do it mainly for the purpose of information on a particular topic. Unlike the commercial radio viewers, Sarang radio viewers tune in for educative purposes, health awareness and information on laws and rules.
· Listeners of Sarang radio are not much attracted towards music but they need programs that provide entertainment to them.
· In case of commercial radios people mostly tune in through their mobile sets but in case of Sarang people use a radio which is situated in their house (75 percent)
· In the case of commercial radio, the people log into it two to three times a week whereas in case of Sarang, its listeners log in daily in seventy percent of the cases. Also in case of commercial radios, people log in mostly at office travelling hours. Whereas in the case of Sarang listeners people tune in mostly in the evening or night.
· A common complaint among Sarang listeners was also found out. 60 percent of the listeners said they were not happy with the signal quality and hoped for a better signal quality.
· Listeners of Sarang prefer to have various live-in phone programme where their various queries are addressed with great care.
· Also the listeners asked for extended hours at night because most of them tuned in at night and they would love to listen to radio when they relax at home after work.
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5.2 FINDINGS BASED ON OBSERVATION
· People’s income is increasing; therefore they are comfortable in buying TV as an entertainment media and think that radio is outdated.
· Even if they listen to radio, it is through their mobile phones so that they can listen to music and relax themselves.
· Sarang radio channel doesn’t gets scanned on automatic scanner. Therefore even a person scans all the stations, he/she will not come to know that Sarang station exists
· There is no advertisement of Sarang which makes it a less popular brand among the radio listeners.
· The signal quality of Sarang is weak at times even in the city and also the coverage area is limited to a few places.
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