Media Usage Habits
Transcript of Media Usage Habits
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Objectives
To understand the media usage habits of
edible oil consumers.
To understand which programs &
channels on TV, which newspaper &which radio station is most preferred by
the consumers.
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Research Methodology
ISSUE: To understand Media Usage Habit of
edible oil consumers
RESEARCH TYPE: Descriptive Research
DAT A SOURCE: Primary Data SourceRESEARCH INSTRUMENT: Questionnaire
SURVEY APPROACH: Random Sampling
T ARGET: 125 Housewives, who are thedecision maker of edible oil, coming under
age group of 18 to 55 years have been
surveyed
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Brand Awareness & Usage
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Total Consumption of Edible oil
Refined Oil is consumed more than Non Refined Oil
70%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Refined Oil Non Refined Oil
Oil Pene.
Sample Size=125
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Consumption of One Type of oil
over Two Types of oil83
17
0
10
20
30
40
50
60
70
80
90
il Tw il
Oil Pene.
Consumers prefer to use one type of oil instead of using two types of oil.Sample Size=125
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Bifurcation in Consumption of
Edible oil
60%
30%
10%
0%
10%
20%
30%
40%
50%
60%
70%
Only ined Only n ef ined Ref ined+Non Ref ined
Oil Pene.
Sample Size=125Users of only refined oil are more than non-refined
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Types of Oil Consumed
41
29
23
11
4 2 5
0
5
10
15
20
25
3035
40
45
on-Re .
Groundnut
Sun lower Cottonseed Blended il Soyabean Kardi thers
OilPe e.
Groundnut oil is consumed the most in Ahmedabad. Sunflower is 2ndSample Size=125
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Non-Ref. Groundnut oil Brand
Penetration
2524
22
6
4
24
0
5
10
15
20
25
30
ulab A ku Tirupati Gemi i ajmoti t ers
OilPe e.
Gulab is consumed the most followed by Ankur
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Sunflower oil Brand Penetration
67
33
0
10
20
30
40
50
60
70
Su op Fo u e
Oil Pene.
Sundrop is consumed the most in sunflower oil.
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Cottonseed oil Brand
Penetration
50
1411
6
0
10
20
30
40
50
60
Tirupati Maruti n ur thers
OilPe e.
Oil Pe e
Tirupati is consumed the most in sunflower oil.
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Media Usage Pattern
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Media Usage in % along with its
frequency
90%
26%
96%
12%
0% 7%
6%
10%
1%
11%
10%9%
0%
5%
0%
6%
10% 1%
1%
1%
0%
1%
50%
2%
0%
0%
0%
0%
10%
0%
0%
20%
40%
60%
80%
100%
120%
TV Radio Newspaper Magazine Cinema Internet
Daily Weekly Fortnightly Monthly thers
Daily usage of TV & Newspaper is more as compared to Radio
Sample Size=125
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TV
45
41
13
2
0
5
10
15
20
25
30
35
40
45
50
<=1 Ho >1 <=2 >2 & <=3 > 4 Ho s
perce tage
TV is mostly watched for around 1 hour
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Radio
23
33
29
15
0
5
10
15
20
25
30
35
<=30 >30 <=1 >1 <=2 >2 ours
perce tage
Radio is listened mostly for a duration of 30min to 1 hour
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Newspaper
23
51
1214
0
10
20
30
40
50
60
15 <30 mi 30 i >30 <1hr 1-2hrs
perce tage
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Magazine
50
18
26
5
0
10
20
30
40
50
60
30 i >30 <1hr 1 our 2 ours
perce tage
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Internet
26
43
13
17
0
510
15
20
25
30
35
40
45
50
30 Min >30min <=1hr >1 <=2hrs >2 hours
perce tage
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TV Viewing Pattern
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PREFERRED PROGRAMS ON TV
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Types of programs viewed on TV
49
1511
8 5 4 8
0
10
20
30
40
50
60
Drama ews Comedy Devotional Reality Movies Others
Cha els
Drama serials are viewed the most Sample Size=125
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TV viewed at different times
26 10
73
10
0
10
20
30
40
50
60
70
80
9 to 12pm 12 to 3pm 3 to 7pm 7 to 11pm ot Speci ic
Timing
7 to 11 pm is the peak time of watching TV
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Top 5 Programs
53%
15%11%
8%6%
0%
10%
20%
30%
40%
50%
60%
Balika Vadhu Tarak Mehta Jai Shri Krishna Utran Kasam Se
Percentage
Balika Vadhu is the viewed more than any other programs Sample size=120
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Above mentioned serials hold the respective % share in the all the TV viewers Sample size=120
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NEWSPAPER READING PATTERN
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Type of News Read in Newspaper
85%81%
30%
15%10%
5%9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Local
News
National
News
Cooking
Show
TV/Movies Political
News
Sports Others
Newspaper Reader
Newspaper reading pattern shows that local news & national news are read more as compared to other articles
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MOST PREFERRED ARTICLES
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Language of newspaper
Gujarati newspaper is read the most
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Types of Newspapers Read
Times of India is read more than other newspapers
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Newspaper Reading Pattern
Times of India reading pattern is more as compared to other newspaper
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PREFERRED PROG
RAMSON
RADIO
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Activities Done While Listening to
Radio
Mostly housework is done while listening to radio
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Time of Listening to Radio
Radio is usually listened in the time of noon
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Radio Stations listened to
Radio city is more listened than other radio stations
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Which Medium is Used the Most
The combination of TV & newspaper is used the most
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PERSONAL DETAILS
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Education of Respondents
Most of the respondents are graduate
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Occupation of Respondents
Most of the respondents are housewives
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Age of Respondents
Most of the respondents are between the age group of 41 to 45 yrs
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MHI of Respondents
Most of the respondents are having15
001
to25
000 MHI, followed by
2500
1to
50000
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Occupation of HOF of
Respondents
Most of the respondents¶ HOF are Businessperson
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Education of HOF of Respondents
Most of the respondents¶ HOF are graduate
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Regions of Respondents
Most of the respondents are Gujarat
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Edible oil usage according to
education
Post Graduates & Graduates use Refined oil more than non refined with a high difference margin
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Brand wise Refined Edible oil
usage according to education
Post Graduates & Graduates use Refined oil more than non refined with a high difference margin
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Brand wise Non-Refined Edible oil
usage according to education
Post Graduates & Graduates use Refined oil more than non refined with a high difference margin
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Brand wise Refined Edible oil
usage according to MHI
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Brand wise Non-Refined Edible oil
usage according MHI
Other brands of non-ref oil are used by people having MHI of 5001-10000.
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Edible oil usage according to
Occupation of HOF
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Edible oil usage according to
Region of respondents
Refined oil is used by respondents of different regions.
Usage of non-refined oil is more by respondents from Gujarat than any other region
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Edible oil usage according to
Education of HOF
Above data shows that mostly refined oil is consumed but non-refined oil usage changes with the education
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Family Size Break Up
Maximum respondents are having a family size of 4