Listenership habits among the youth between the age group of 18-35

-A project on market research

Popular fm stations in lucknow

Introduction
Radio is the most exciting,

involving and powerful promotional medium. Radios ability to tease, to create dynamic promotional concepts, to build anticipation and generate excitement, to magnetize the audience the exhilaration radio delivers for both audience and advertisers is unparalleled.

Facts about radio. . .

The radio industry has been completely

reshaped by the various private players that entered the sector after the government allowed foreign investment into the segment and opened the licenses to the private players . The Indian government has already given 338 licenses for FM radio channels in 91 big and small towns and cities. The current size of the radio market is India is Rs 300 crores and is expected to achieve the highest growth rate of 32 per cent in coming years

Radio as an advertisement medium

Radio is a pervasive medium. The low advertisement costs and extensive reach of radio help advertisers quickly reach and appeal to their target customers.
For advertisers targeting small/niche audiences, radio worked out to be much more beneficial. Radio advertising is aptly suited for local promotions, and once audiences can be targeted, it has tremendous

potential to eat into local mediums.

 OBJECTIVE OF THE STUDY

The descriptive research study was undertaken to ascertain the Radio listenership habits among the youth between the age group of 18-35 and to find out the most popular station and RJ in Lucknow.
SAMPLING SIZE

The sampling size was 200 respondents consisting of 100 car owners and 100 other respondents. The car owners consisted mostly the working people while the others consisted students, working people ,housewives etc.

Collection of data
The data was collected through structured questionnaires

containing fifteen questions. The data was obtained from parking in malls like fun republic,inox,saharaganj and markets such as bhootnath and hazratganj. Areas like charbagh ,indira nagar ,kapoorthala were also covered for collecting the data. The collected data has been grouped into two groups-car owners and non car owners. The two groups have been analysed seperately.Also,the popularity among the two age groups have also been presented. Some common interpretation are also there such as the prime time of listeners, the places where people listen and the reasons for which people listen.

Research findings

WHICH PART OF THE DAY LUCKNOWITES LISTEN TO RADIO

TIMINGS MORNING AFTERNOON EVENING NIGHT NOT FIXED PERCENTAGES 30% 11% 31% 20% 8%

Lucknowites listen to radio for...

percentages
80% 70%
60%

50% 40% 30% 20% 10% 0% music rj's shows others(ads/prprty etc)
percentages

How much time do lucknowites spend on radio

 When the lucknowites were asked which channel do you prefer the most following were the answers 26% said red fm 28% said radio city 42% said radio mirchi 4% said others

Out of which among the car owners. . 24% said red fm 26% said radio city 49% said radio mirchi 1% said others

50%
40% 30% car owners general public

20%
10% 0% red fm radio city radio mirchi others

The general public (18-35 yrs)on being asked which station plays the best music gave following answers 44% said radio mirchi 26% said red fm 27% said radio city 3% said others(rainbow)

Out of which among the car owners 51% said radio mirchi 22% said red fm 26% said radio city 1% said others

The general public(18-35)on being asked the channel preferred on weekends gave the following answers 27%said red fm 32% said radio city 38% said radio mirchi 1% said others(rainbow)

45%
40%

35%
30%

Out of which among the car owners.. 23% said red fm 28% said radio city 45% said radio mirchi 4% said others

25%
20%

15%
10%

5% 0% red fm radio city radio mirchi others

 Finally it has been observed that among the 18-25 yr lot radio mirchi and red fm are more popular than radio city.While among the 26-35 yr group, mirchi and city are more popular.However in any case mirchi remains on first position in the city.

The most popular shows among the car owners came out to be the following in the given order
Morning masala on radio city

Morning no 1 on red fm
Hello lucknow on radio mirchi Bumper to bumper on radio

mirchi Purani jeans on radio mirchi

 The most popular shows

among the general public are as follows in the given order Love guru on radio city Purani jeans on radio mirchi Morning no 1 on red fm Hello lucknow on radio mirchi Bumper to bumper on radio mirchi

 The most popular RJs

among the car owners came out to be the following in the given order Veera (radio city) Raunak(red fm) Arijit(radio mirchi) Vipul(radio mirchi) Pooja(radio mirchi)
arijit

raunak

 The most popular RJs

among the general public came out to be the following in the given ord Love guru on radio city Vipul on radio mirchi Raunak on red fm Arijit on radio mirchi Dev on radio mirchi

 The above findings give a conclusion that in lucknow radio mirchi is the most popular station in terms of RJs,shows,music and everything. Radio city comes second however its night show love guru is the most popular in the city.radio city enjoys the privilege of being the oldest in the city.radio city was the first private runner in the city who won the heart of lucknowites. Red fm being on the third position is more popular among students than the professionals.. Red fm entered the market the last where peers were ruling by their brand name. Red fm has to position itself so as to ensure more penetration in the market . will have to identify its target market and target them segment wise will have to build brand recognition amongst the identified segment

conclusion

for that product designing, programming has to be such and campaigns may also be launched.