LIVE PROJECT REPORT

Name of the Student: Bhavish Shila Patel

PGDM-C [Media Management], JICM, Bhopal
Phone No: + 91-9575135587

Organization worked: Maxus [Group-m]

Address of Organization: Maxus, Gurgaon, India
Office Phone No: 0124-4519560

Project Undertaken: Sunita Maheshwari

Project Title: Media Research [Media habits & Consumption in Rural]
Designation of Student: As Trainee

Submitted To: JAGRAN INSTITUTE OF COMMUNICATION & MANAGEMENT

Internship Date: 24-12-2010 To: 24-01-2011

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 Table of Contents

Contents Page No

Project Brief 03

Preface 04

Purpose of the study 05

Limitations of the study 06

Research Location 07

Ethnography Research 08-17

• Village Profile,
• Media consumption & Habits,
• Social Structure
• SEC
• Brand Consumption

Research Procedures 18
Based on observation, Inquiry

Data Collection
Interview, Conversation with Respondents 19

Interview Sample and Snaps -

Interview clips & Pictures [CD]
Findings 20

Appendix 21
Interview cum conservation questions

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 Project Brief
Live Project Brief given by Maxus:

o The villages to be covered should be more than 20000 population towns/villages.

o You must shadow at least 4-5 families in each village to understand their media
habits and therefore identify potential media opportunities.
o The target is typically housewives / key purchase decision makers. We need to
also identify who is the person who is making the actual purchase and when and
why he changes brands during purchase compared to the brands mentioned by the
housewife in the shopping list. How can we target the key purchaser also?

Please try to make the research as rich as possible with audio/ video clippings and photographs.
But please bear in mind that the respondents should not get pressurised with these and should
feel comfortable and respond naturally to your queries. After the comfort zone is established,
then the recorders/cameras can be used.

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 Preface

Today, Rural India is the new consumer world for the globe. Therefore the rural India is the most
buzzing word in the marketing world. But the problem is that how to reach towards the uncover
world within in India. Culture, language, habits of mornings and evening, eating habits, social
system, social values, dress sense, brand preference and reach, these are varied state to state,
district to district and so on. Therefore it’s very difficult to identify the exact communication tool
for communication.

Research tries to find the different ways of communicating with rural masses with most impact
within the available media in the rural Indian consumer. The motive of this study to try and bring
out efficient media effectiveness and to know what they want and same time how will we as
marketer or media professionals used media mix to reach their rural consumer.

This media research basically revolves around a brief which given by the media agency [Maxus].
Simply this research is based on observation and conducted interview as possible.

Bhavish during survey

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 Purpose of the study

The consumption & habits of media and identify the available media mix in rural India. So the
purpose of the study is to find the answer of following questions:

1. How many ways to reach to our TG?

2. Which medium should place ad?
3. How many times in a month should be place ads therefore each TG exposé the ad?
4. How much money should be spent in each medium?
5. How to reach with as possible as fewer budgets to our TG in most effective way?

Pic by: Bhavish

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 Limitations of Research
Limitations of the study are the villagers are very orthodox and still there is curtain system.
Therefore villagers did not allow easily to interview or any kind of conversation specially
women are not free to talk any strangers. Therefore it was very difficult for us to convince
women respondents. We hardly used camera or any other instrument. The villagers are still
believed in Government staff and we are not from any government organization, so that is the
one constraint. And one more thing we don’t have anything monetary value to give them back
even we don’t have promise to give the villagers or respondents.

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 Research Location

State: Bihar

District: Viashali

Block: Gauraul

Panchayat: Rasalpur Turki

There are five villages under Rasalpur Turki panchayat:

1. RAHSA DOYAM
2. RASULCHAK TURKI
3. RASULCHAK
4. SARANGI
5. BISUNPUR BANDE

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 Ethnography Research

Village Profile:
BIHAR

DISTRICT
Population 

Vaishali 
Vaishali
Urban  21, 46, 065  Rural 

BLOCK
1, 43, 357   20, 02, 708 

GAURAL
PANCHAYAT 

RASALPUR TURKI 
Population 
VILLAGES

Rasalpur Turki 

21, 000 

1. RAHSA DOYAM 
2. RASULCHAK TURKI 
3. RASULCHAK 
4. SARANGI 
5. BISUNPUR BANDE 

Source: Voter list 
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 Media habits and Consumption

Sample Size: 100 household

Gender: Male/ Female
Age Group: 25 -40 years
Villages: 5
Each village = 20 Respondents

Media Mix

Television: Out of 100 household

80%   20%  
Household has TV  Household don’t 
have TV  

BW/ Color: Out of 100 household

70%   30%  

Household has Color     Household has BW 
TV  TV  

Doordarshan/ DTH/ Cable: Out of 100 household

90%   10%  
0% 
Doordarshan  DTH 
Cable 
*DD Direct, Tata Sky,Dish 
TV

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*each household has at least one respondent

Which Channel most watched: Out of 100 household

80%   15%   5% 

Doordarshan  Mahua, Star Utsav, Zee smile  StarPlus, Ajtak 

,*Free channels on DD Direct  *Pay channel 

TV most watched by: Out of 100 household

70%  
Mahua, Star  30% 

Female  Male/ Children  

Which Program most watched by female: Out of 100 household

Doordarshan 

Kasak 

Peehar 

An average Time watched TV by: Out of 100 household

Female  Male 

1‐3hrs   Less than 2hrs 

*12pm‐3pm [Afternoon]  *Evening 5pm‐7pm 

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*each household has at least one respondent
 Press:
Newspaper: Out of 100 household

40%   60% Household 

Household consume  Not consuming any 
daily Newspaper  daily newspaper 

Male/ Female ratio: Out of 100 household

60% Male  20% Female 

 Read daily newspaper  Only read newspaper 

Which daily Newspaper most read: Out of 100 household

30%  30% 
40%  
Dainik Jagaran [Hindi]  Others 
Hindustan [Hindi] 
AAj, Prabhat Khabar,Sahara,TOI 

Hindi/English language daily newspaper circulation: Out of 100 household

90%  10% 

Hindi language   English language  

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*each household has at least one respondent

Magazine: Out of 100 household

90%  10% 

Not consume any  Consume  
kind of Magazine 

Which magazine most read by: Out of 100 household

90% Male/Female  

Aha Zindgi, Sarita 

Cinema:
Cinema watched in Cinema Hall/ Multiplex: Out of 100 household

90%   
10% 
People say “No” 
People say “yes”  

Frequency of watching film in theatre: Out of 100 household

40% People say  60% People say 
Once in 3 Months   Once in 6 months  

Note: 100 percent respondent said that they watched film in home on DVD/TV instead of film
theatre because most of family has some particular reason, curtain system is still there and
specially women are not allow to go movie.

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Hindi/ Bhojpuri film: Out of 100 household

70% People say  30% People say they 
they watched both  watched only Hindi film 

Radio:
Radio: Out of 100 household

100% 

 Household has radio 

*Either they have 
radio device or Mobile 

Which Radio station most Popular: Out of 100 household

60% People say  20%  People say 
20%  
Radio Mirchi   Dhamaal  
Others 

BBC [Hindi News, Vividh 
Bharti, Regional Radio 
Station [Patna]

How much time spent to listen radio: Out of 100 household

60% People say 
40% People say 
1‐3 hrs in a day 
4‐5 hrs in day 

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Which time listener most prefer to listen Radio: Out of 100 household

70% People Say  20 % People Say  10% People say 

Night [7pm‐10pm]  Whole day  During working 

Conclusion: Media habits & consumption

After interviewing cum conservation with the respondents we found that Rasalpur Turki
panchayat people are hardly influenced by advertisement. They hardly give attention to
advertisements on TV, perception on any product or brand is done by the influence of friends,
family and local people recommendations. Using product is like to inherent manner in this
village. They watched TV, listen radio, watching film only for the sake of entertainment. Press is
the only media is used to news & information and people believe completely so it’s still
authentic media for everything like-politics, Government schemes, education related information
even job related info. Still people believe information in written form rather than vocal.

After survey of 100 household, I found not more than 40% household consume daily news paper
but doesn’t mean rest of 60% household member not consume newspaper. They consume but
different manner, there is like small tea shop in each village, in fact tea shop is not only tea shop
but it’s more, it is gossip shop. You get information regarding each house of this village as well
as Obama’s latest statement. In tea shop, two or three different newspaper available, in Rasakpur
Turki panchayat tea shop I found Hindi newspaper like- Hindustan, Dinik Jagran, Prabhat
Khabar and AAj. Therefore the readership of newspaper paper is very high. One newspaper
would read by at least 20-25 people.

   

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 Social Structure

Caste/Religion Sub-caste Occupation No. of families

Hindu

Gen Baniya Business [Shop 30

holder]
OBC Kurmi Agriculture& 200
Agriculture based
business
Goaar [yadav] Agriculture 10
Hazaam [NAI] Saloon 30
Lohar Tradional 15
Kanu Shop 10
Teli Shop 10
Koiree Agriculture 20
Tatma [Das] Shop 10
SC Chamaar [ Harijan] Labour 50

Dushad [Paswan] Labour 50

Dome [Malik] Labour 5
Dhobi Washing clothes 20
Muslim Labour 50

Total=480

Source: Voter List

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 Social Economic Classification
Type of House: Out of 100 household

PUCA  Semi‐Pucaa  Kuchha 

30%  50%  20% 

Education: Out of 100 household

Illiterate   Below 5th Std   10TH   Graduate  Literate but 

30%  formal school 
20%  30%  10% 
10%

Occupation: Out of 100 household

Agriculture  Shopkeeper/ Small  Labor 

Business   
60%  10% 
20% 

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 Brand Consumption:
Products usage by the villagers: Out of 100 household

Product Brand Base of Purchasing Purchasing Who consume

Frequency
Bathing Soap LUX “Achha hai” Twice/thrice in a Single soap
[Fragnance] month used by whole
family
Lifeboy “Achha hai aur
sasta hai”
Dettol “Foure foonsi nahi
hote hai”
Detergent Wheel Cheap Regular For whole
family
Tide Cheap Regular For whole
family
Ghari Cheap Regular For Whole
family
Nirma cheap Regular
Surf Excel Standard Occasionally
Ariel Standard Occasionally
Shampoo Clinic Plus “Achha hai” Regular[Pouch Individual
bought just before
bath from local
shop]
Chick Cheap Regular[Pouch Individual
bought just before
bath from local
shop]
Vatika “Herbal” Occasionally Individual
Head& Shoulder “Strong hai” Occasionally Individual
Mobile Nokia Standard [Long For whole
Battery Backup] family
Samsung Standard For whole
family
Reliance Cheap For whole
family
Chiness set Cheap For whole
family
Karban Cheap[Good For whole
Battery Backup] family
Telecommunication Idea Best Network
Service Provider
Airtel Good Network
BSNL “Sarkari hai”
Reliance Cheap

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 Observation insight:
In products such as soap, detergent powder there is low involvement of rural consumers. They
are not really found to be much bothered about the brand, found to be asking about the product
not the brand. They usually not postpone the purchase and buy whatever is available. In FMCG
products there is presence of large number of brands of national level as well as local brands. In
In village like Rahsa now even it is prevalent that people believe in washing their hands with
“Mitti”. There are various reasons behind it older people have a habit of doing it and also
believes on it, others don’t have money to buy a soap or they don’t want to waste the money in
buying a soap when “mitti” is able to do the same work.Products such as bathing soap villagers
go for Lifebouy and Lux brands. Lux for villagers is a good soap available in their budget.

Mobile has become an integral part of villagers’ life. Every family posses at least minimum two
mobiles. When interacting with villagers about their mobile purchase and usage it was clear that
the reason behind the selection was primarily the battery life and cost involved in purchase. The
two brands that came out predominantly are Nokia, Chiness and Reliance. In the village there is
high power shortage and infrequent electric supply that is why people go for mobile sets having
high battery power back up. People also have a high brand awareness and belief in terms of
durability, service, and benefits on Nokia as a brand.

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 Research Design:
Considering the brief which given by Maxus [Group-m] a leading media agency. We selected
Qualitative Research methods. This research is based on study, observation, and interview cum
conversation. We tried to find out during our field work that what consumer or people think
regarding advertising on TV, Radio and Newspaper and what they thought before purchase
products, and which media they consume.

Data collection procedure:

• Considering the brief I have to choose the research site which was Bihar, MP and Orissa,
so I selected Bihar as my research site.
• Next level we selected sample size according to brief.
• Then, we go to door to and simply conversation cum interview with respondents; at least
we take one member from a household.
• We taken picture, Interview of respondents but not each respondent because they don’t
want to face camera. But they are most comfort with simply conversation.
• We don’t make filled any questionnaire by respondent but I keep it for our remembrance.
• We used the tool enquiry through conversation and observation apart from interview.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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 Findings

Since the research based on observation and as possible as take interview and
conversation with respondents or villagers of selected site of research I found the
villagers are still orthodox and not to open for new things. In panchayat Rasalpur Turki,
considering the brief research should focused on housewives but there is still curtain
system. Therefore, it was very difficult to convince housewives to give interview even
conversation. But, I tried and got some positive response from some household of this
panchayat. I went about 150 houses but I managed only 100 household to take their
response. Among them I recorded some interview but not all respondents because they
are not allowing to record. Therefore I have taken some pictures and interview with their
concern.
I found that the media consumption and habits of villagers are different. In village, I
found almost all Tradional media is exist TV, Radio, Press, cinema and mobile but
internet is not there. But the way of consume media in this panchayat is different, for
example I found one newspaper read by 20-25 people and it was very unusual. The
reason behind it each house has not consume daily newspaper on their home due to they
don’t want to waste money on newspaper and they have “kaam chal raha hai” attitude
because they find 2-3 different daily newspaper at local tea shop. Still each villager did
not have TV they watched in neighbor home or friends home specially when cricket, any
popular daily soap and any important events has come. Recently on Doordarshan South
Africa and India cricket series, I saw the first oneday match between India and South
Africa watched by about 20-30 people on single TV set. But radio is very popular each
person has on his pocket or in home. They tuned Radio Mirchi with proud.

 
 
 
 
 
 
 
 
 
 
 
 
 
 

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 Appendix

Interview and conversation questions:

ƒ Do you have TV?

ƒ Do you have color TV or B/W TV?
ƒ Do you have cable, Dish TV or Only Doordarshan?
ƒ Which channel you watch?
ƒ Which channel you most of time?
ƒ Which time you watch TV?
ƒ How much time you watch TV?
ƒ What kind of program you watch on TV?
ƒ Do you watch TVC or you switch other channel during break?
ƒ Is TVC irritating you?
ƒ Do you remember any advertising you watch recently?
ƒ Do you have any impact of TVC on purchasing?
ƒ Do you hear radio?
ƒ Which radio station you listen?
ƒ How much time you listen radio?
ƒ Do you read any newspaper?
ƒ Do you take any newspaper on your house?
ƒ Which newspaper you read?
ƒ Does your entire family member read single newspaper?
ƒ Do you read any magazine?
ƒ Which magazine you read?
ƒ Do you watch film in theatre?
ƒ How many times you go to watch movie in town on cinema hall in a month?

 
 
 
 
 
 
 
 

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