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 are unparalleled.

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 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 audience can be targeted, it has tremendous potential to eat into local mediums.

OBJECTIVE OF THE STUDY:

Our research to study Listenership habits is based on certain objectives: To study Listenership habits among the youth (general public and car owners) in Lucknow city. To study the acceptance radio among consumers. To study the impact of frequency of various radio channels in preference of consumers.

MAJOR HYPOTHESIS:
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 in Lucknow. Gender does not play any role in internet surfing. There is high degree correlation between car owners and general public and their listening habit. Most of the respondents are refused to listen radio because of their busy schedule.

RESEARCH METHOD:
Research on the Listenership Habits among the general public and car owners of RADIO is a descriptive research. Here population represents residents of LUCKNOW (UP, India) city. Sample selected comprises of business

professionals, students & other residents people of urban area only. Study undertaken use stratified sampling i.e. population is divided into a 2 strata
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according to general public and car owners of the age of 18-35. For each stratum, respondents were picked by random means from different areas. The sampling size was 30 respondents consisting of 15 car owners and 15 other respondents. The car owners consisted mostly the working people while the others consisted students, working people, housewives etc .

The data was collected through structured questionnaires containing 8 questions.

The data was obtained from parking in mall, saharaganj and markets such as kapoorthala.

The collected data has been grouped into two groups-car owners and non car owners. The two groups have been analyzed separately. Also the popularity among the two age groups has also been presented. Some common interpretation is also there such as the prime time of listeners, the places where people listen and the reasons for which people listen.

DATA ANALYSIS AND FINDINGS:

Question 1: From Since Listening To Radio? (a) 6 months (b) 1 year (c) 2 years (d) 2 years and more

The general public and car owners gave the following answers: 48% for 2 and more yrs. 23% for 2 yrs. 23% for 1 yr. 6% for 6 month
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Question 2: For What They Like To Listen On Radio? (a) Music (B) Rjs (C) Shows (D) Others (Ads/Property Etc.)

percentages
80% 70%
60%

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

This is a mixed data and from that we can interpret that most of the people listen radio to listen to songs. Both general public and car owners (males and females) prefer radio fms for songs rather that other things.

Question 3: During What Time They Listen Radio? (a) 7 to 11am (b) 11am to 5pm (c) 5 to 9pm (d) 9 to 11pm (e) 11pm to 1am

Question 4: How Much Time Do Lucknowites Spend On Radio? (a) 15 min. (b) 30 minutes (c) 1 hr. (d) 2 hr (e) More than 2 hr.

Question 5: Which Radio Channel Do They Listen? (a) Red Fm (B) Radio City (C) Radio Mirchi (D) Others

50%
40% 30% car owners general public

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

When the lucknowites were asked which channel you prefer the most following were the answers: 26% said Red Fm 28% said Radio City 42% said Radio Mirchi 4% said others

Question 6: Which Station Plays The Best Music? (a) Radio Mirchi (B) Radio Fm (C) Radio City (D) Others(Rainbow)

Question 7: Which Channel Prefers On Weekends? (a) Red Fm (b) Radio City (c) Radio Mirchi (d) Others

45%
40%

35%
30%

25%
20%

15%
10%

5% 0% red fm radio city radio mirchi others

The general public gave the following answers: 27%said Red Fm 32% said Radio City 38% said Radio Mirchi 1% said others (Rainbow) Out of which among the car owners: 23% said Red Fm 28% said Radio City 45% said Radio Mirchi 4% said other
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Question 8: Which Age Group Prefers Most Which Station? (A) 18-25 Yrs.- Radio Fm Radio City Radio Mirchi Others

(B) 25-35 Yrs.- Radio Fm Radio City Radio Mirchi Others

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INFERENCES:
The ratio of listening to radio since last more than 2 years is highest its 48%, in that 32% male 14% female. The most popular radio station is Radio Mirchi; out of fifty percent 42% respondents listen to Radio Mirchi. During the time of 9 pm to 11 pm youngsters listen to radio the most. 37 respondents listen to radio during 9 pm to 11 pm which called relax retro time in terms of radio. Maximum youngsters - 26 listen to radio more than 1 hour. The general public and the car owners on being asked which station gives the best music then they gave radio mirchi as highest preference. Radio mirchi had highest preference among all age group respondents. Most of the people listen radio to listen to songs. Both general public and car owners (males and females) prefer radio fms for songs rather that other things.

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CONCLUSION:
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 general public 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.

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REFERENCES:
www.rbnl.co.in www.justdial.com www.asklaila.com www.grotal.com http://www.reliancebroadcast.com/about/business-overview.html http://www.4psbusinessandmarketing.com

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