media usage habits

8/6/2019 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.



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



Brand Awareness & Usage



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



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



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



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



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



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.



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.



Media Usage Pattern



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



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



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



Newspaper

23

51

1214

0

10

20

30

40

50

60

15 <30 mi 30 i >30 <1hr 1-2hrs

perce tage



Magazine

50

18

26

5

0

10

20

30

40

50

60

30 i >30 <1hr 1 our 2 ours

perce tage



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



TV Viewing Pattern



PREFERRED PROGRAMS ON TV



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



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



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



Above mentioned serials hold the respective % share in the all the TV viewers Sample size=120



NEWSPAPER READING PATTERN



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



MOST PREFERRED ARTICLES



Language of newspaper

Gujarati newspaper is read the most



Types of Newspapers Read

Times of India is read more than other newspapers



Newspaper Reading Pattern

Times of India reading pattern is more as compared to other newspaper



PREFERRED PROG

RAMSON

RADIO



Activities Done While Listening to

Radio

Mostly housework is done while listening to radio



Time of Listening to Radio

Radio is usually listened in the time of noon



Radio Stations listened to

Radio city is more listened than other radio stations



Which Medium is Used the Most

The combination of TV & newspaper is used the most



PERSONAL DETAILS



Education of Respondents

Most of the respondents are graduate



Occupation of Respondents

Most of the respondents are housewives



Age of Respondents

Most of the respondents are between the age group of 41 to 45 yrs



MHI of Respondents

Most of the respondents are having15

001

to25

000 MHI, followed by

2500

1to

50000



Occupation of HOF of

Respondents

Most of the respondents¶ HOF are Businessperson



Education of HOF of Respondents

Most of the respondents¶ HOF are graduate



Regions of Respondents

Most of the respondents are Gujarat



Edible oil usage according to

education

Post Graduates & Graduates use Refined oil more than non refined with a high difference margin



Brand wise Refined Edible oil

usage according to education




Brand wise Non-Refined Edible oil

usage according to education




Brand wise Refined Edible oil

usage according to MHI



Brand wise Non-Refined Edible oil

usage according MHI

Other brands of non-ref oil are used by people having MHI of 5001-10000.




Occupation of HOF




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




Education of HOF

Above data shows that mostly refined oil is consumed but non-refined oil usage changes with the education



Family Size Break Up

Maximum respondents are having a family size of 4

media usage habits

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