CHAPTER 4
DATA ANALYSIS
4.1ANALYSIS OF SAMPLE CHARACTERISITICS
Chart 4.1: Chart showing the distribution of respondents who listen to the radio
Data Interpretation:
From the sample size of 90, there were 72.2 percent (65 respondents) who said they listen to a radio and the remaining 25 respondents i.e., 27.8 % who said they do not listen to radio at all
Table 4.1: Table showing relation of people who are aware of Sarang & tune in to radio
| Do you tune in to Sarang | Are you aware of Sarang | Total | ||||
| | Yes | no | ||||
| | Do you listen to radio | Yes | 0 | | 25 | 25 |
| No | 25 | | 0 | 25 | ||
| Total | 25 | | 25 | 50 | ||
| Yes | Do you listen to radio | Yes | | 20 | | 20 |
| Total | | 20 | | 20 | ||
| No | Do you listen to radio | Yes | | 20 | | 20 |
| Total | | 20 | | 20 | ||
Data Interpretation:
Out of the 65 respondents who listen to radio, there are 25 respondents who are not all aware of Sarang, 40 respondents are aware of Sarang out of which 20 respondents tune into Sarang and remaining 20 do not tune into Sarang as they listen to other radio stations.
(This space is intentionally left blank)
4.2 PEOPLE WHO DO NOT LISTEN TO RADIO
Table 4.2: Table showing the reasons why people don’t listen to radio
| | Frequency | Percent |
| Not interested | 5 | 20 |
| Frequency problem | 9 | 36 |
| TV and CD player replaces the radio | 11 | 44 |
| Total | 25 | 100.0 |
Data Interpretation:
From the above table, it can be inferred that 44 percent of the respondents don’t listen to radio because they use TV and other media for entertainment purpose. Another 36 percent of the respondents do not listen to radio because of lack of good quality signals while the rest 20 percent are not interested to listen to radio at all.
(This space is intentionally left blank)
Table 4.3: Table showing the relation of the respondents who are not interested to radio and what can make them shift to the radio
| | New songs | New programs | Good frequency | Nothing | Total |
| Not interested | 0 | 0 | 0 | 5 | 5 |
| Frequency problem | 0 | 0 | 9 | 0 | 9 |
| TV and CD player took place of radio | 7 | 3 | 1 | 0 | 11 |
| Total | 7 | 3 | 10 | 5 | 25 |
Data Interpretation:
It is evident from the above table that nothing can make the respondents who are not at all interested to listen to radio to tune in to the radio. Also people who do not tune in to radio because of radio problems will tune in to radio only if the frequency quality is good. At last people who watch TV can switch in to radio provided there are new songs and programs that could make them interested.
(This space is intentionally left blank)
Table 4.4: Table showing the distribution of people using different forms of media and the reason behind it.
| | Convenience | Portability | Attractive | Total |
| Mobile | 5 | 0 | 6 | 11 |
| TV, Mobile | 1 | 2 | 0 | 3 |
| Any other media | 9 | 0 | 2 | 11 |
| Total | 15 | 2 | 8 | 25 |
Data Interpretation:
From the above table, it can be stated as people who do not use radio use mostly any other medium according to their convenience. They don’t usually use a particular media.
4.3 PEOPLE WHO LISTEN TO RADIO BUT ARE NOT AWARE OF SARANG
Table 4.5: Table showing the distribution of people who listen to the other radio stations
| | Frequency | Percent |
| Red FM | 2 | 8 |
| Radio Mirchi | 6 | 24 |
| Big FM | 6 | 24 |
| Any station that pleases me | 11 | 44 |
| Total | 25 | 100.0 |
Data Interpretation:
From the above table, it is clearly understood that people who are not aware of Sarang switch on to the radio channels very frequently (44%). While Radio Mirchi and Big FM enjoy 24% share each.
Table 4.6: Table showing the reasons why people listen to the other stations
| | Frequency | Percent |
| Programs | 2 | 8 |
| Good frequency | 3 | 12 |
| Songs | 5 | 20 |
| Frequency & songs | 13 | 52 |
| Others | 2 | 8 |
| Total | 25 | 100.0 |
Data interpretation:
Majority (52%) of the people not aware of Sarang listen to other radios for better frequency & songs whereas another 20 % of respondents listen to the radio only for songs.
Table 4.7: Table showing the reasons for not being aware of Sarang radio
| | Frequency | Percent |
| Never heard of it | 18 | 72 |
| Have a favorite radio station | 7 | 28 |
| Total | 25 | 100.0 |
Data interpretation:
The above table clearly shows that there is lack of publicity of Sarang radio as 72 percent of respondents have never heard of it.
(This space is intentionally left blank)
Table 4.8: Table showing the reasons as to why respondents would tune in to radio
| | Frequency | Percent |
| Programs | 3 | 12 |
| Songs | 14 | 56 |
| Timing | 1 | 4 |
| Frequency | 4 | 16 |
| Interesting RJ's | 3 | 12 |
| Total | 25 | 100.0 |
Data interpretation:
From the above table, it is clear that 56 percent of the respondents who are aware but do not tune in to Sarang will tune in to Sarang if recent and latest songs are made available. Also a handful 16 percent of the respondents would tune in if there is good quality signal.
Table 4.9: Table showing the timings of the people listening to radio and the time intervals
| | Daily | Alternate days | Once a week | Occasionally | Total | |
| At what time you listen to the radio | 6.20am - 10 am | 4 | 2 | 0 | 0 | 6 |
| 10am -2pm | 1 | 2 | 0 | 0 | 3 | |
| 2pm-6pm | 3 | 2 | 3 | 0 | 8 | |
| 6pm - 8pm | 3 | 2 | 1 | 2 | 8 | |
| Total | 11 | 8 | 4 | 2 | 25 | |
Data interpretation
From the above table, it can be interpreted that the respondents generally listen to the radio in the early morning hours and late evening hours which usually happen to be the travelling time after work.
4.4 PEOPLE WHO ARE AWARE OF SARANG BUT DO NOT TUNE INTO SARANG
Table 4.10: Table showing the reasons behind listening to other radio stations
| | Frequency | Percent |
| Not interested | 5 | 25 |
| No proper range | 4 | 20 |
| Listening to commercial radios | 7 | 35 |
| T.V | 4 | 20 |
| Total | 20 | 100.0 |
Data interpretation:
From the above table, it is found that 35 percent of the respondents who are aware of Sarang radio do not listen to it because they are more interested in commercial radios. Also they find TV as an alternative source for information and entertainment than radio.
(This space is intentionally left blank)
Table 4.11: Table showing the relation as to the other radio stations being tuned in and the reasons for tuning for other radio stations
| | Songs | Information | Time pass | Power cut | Total |
| Radio Mirchi | 2 | 0 | 4 | 0 | 6 |
| Big FM | 1 | 0 | 0 | 1 | 2 |
| 95.8 | 1 | 0 | 0 | 0 | 1 |
| Red FM | 0 | 0 | 1 | 0 | 1 |
| AIR | 1 | 0 | 1 | 1 | 3 |
| Any radio which interests me | 1 | 3 | 2 | 1 | 7 |
| Total | 6 | 3 | 8 | 3 | 20 |
Data interpretation:
From the above table, it is evident that majority of the people tune into radio to kill their time while travelling or when they are alone (time pass). Also 30 percent of the people like to listen to songs making it a popular choice among them. Here also the brand loyalty is very low. People keep switching between stations.
(This space is intentionally left blank)
| | 6.20am-10am | 10am-2pm | 2pm-6pm | 6pm-8pm | After 8 pm | No fixed timings | Total |
| Morning | 1 | 0 | 0 | 0 | 0 | 0 | 1 |
| Afternoon | 0 | 1 | 0 | 0 | 0 | 0 | 1 |
| Evening | 0 | 0 | 2 | 2 | 0 | 0 | 4 |
| Night | 0 | 0 | 0 | 3 | 7 | 0 | 10 |
| No timings | 0 | 0 | 0 | 0 | 0 | 4 | 4 |
| Total | 1 | 1 | 2 | 5 | 7 | 4 | 20 |
Table 4.12: Table showing the timings when the respondents tune into their stations
Data interpretation
From the above table, it is found that fifty percent of the respondents who are aware of Sarang but not listening to Sarang tune in to radio stations at night. While other 20 percent log in the evening and another 20 percent have no fixed timings. This shows that respondents log in to their stations after evening.
(This space is intentionally left blank)
4.5 PEOPLE WHO ARE AWARE OF SARANG AND LISTEN TO SARANG
Table 4.13: Table showing the location where the Sarang listeners tune to the radio
| | Frequency | Percent |
| Home | 15 | 75 |
| Workplace | 4 | 20 |
| Travelling | 1 | 5 |
| Total | 20 | 100.0 |
Data interpretation
It is clear that majority of the respondents i.e. 80 percent of the Sarang listeners listen to the station from their house which shows that respondents like to be at ease when listening to Sarang. Also meager 5 percent of the respondents listen to Sarang while travelling.
Table 4.14: Table showing the purpose for tuning in to Sarang radio
| | Frequency | Percent |
| Educative programs | 5 | 25 |
| Health awareness | 4 | 20 |
| Local news | 3 | 15 |
| Drama | 4 | 20 |
| Songs | 3 | 15 |
| Others | 1 | 5 |
| Total | 20 | 100.0 |
Data interpretation
From the above table, we can say that here the main focus of Sarang listeners is on informative programs such as health awareness and drama. 15 percent of people are also interested in local news. While a high of 25 percent of people like to hear to educative programs.
Table 4.15: Table showing the device used to listen to Sarang station
| | Frequency | Percent |
| Radio | 12 | 60 |
| Cell phone and radio | 7 | 35 |
| Cell phone | 1 | 5 |
| Total | 20 | 100.0 |
Data interpretation
As majority of the people listen to Sarang station in house, they use a radio to tune in to Sarang (60 percent). Also 35 percent of the people use cell phone along with radio to tune in to Sarang.
Table 4.16: Table showing the frequency at which people tune in to Sarang
| | Frequency | Percent |
| Daily | 14 | 70 |
| Twice a week | 3 | 15 |
| Whenever free | 3 | 15 |
| Total | 20 | 100.0 |
Data interpretation
70 percent of the respondents log on daily to Sarang which shows that the existing customers have a high level of loyalty towards Sarang.
Table 4.17: Table showing the satisfaction level of the Sarang listeners with reference to signal quality
| | Frequency | Percent |
| Yes | 8 | 40 |
| No | 12 | 60 |
| Total | 20 | 100.0 |
Data interpretation
From the above table, majority of the Sarang listeners i.e.60 percent of the people are not happy with the signal quality of Sarang and demand for a better signal quality.
Table 4.18: Table showing the reasons for listening to Sarang Radio
| | Frequency | Percent |
| Good specialized information | 10 | 50 |
| Local language | 4 | 20 |
| Local station | 6 | 30 |
| Total | 20 | 100.0 |
Data interpretation
It is clear from the above table that half of the respondents listen to Sarang radio because of specialized information; they are interested in particular field knowledge. Also 30 percent of the respondents listen to it because it is their local station.
(This space is intentionally left blank)
Table 4.19: Table showing the changes required in Sarang radio
| | Frequency | Percent |
| Wants programs so that listeners can call them | | 30 |
| Needs specific timings for yakshagana | 2 | 10 |
| No problem | 3 | 15 |
| Extended hrs | 4 | 20 |
| Great announcers | 2 | 10 |
| Education programs for school kids during lunch time | 1 | 5 |
| Tulu songs and tulu yakshagana | 1 | 5 |
| Religious and folk songs | 1 | 5 |
| Total | 20 | 100.0 |
Data interpretation:
From the above table, we can state that 30 percent of the people want more live phone-in programs where their queries are addressed. Also a healthy 20 percent want hours to be extended especially at night. And also 10 percent of the respondents feel that there should be good radio jockeys.
No comments:
Post a Comment