Customer Analysis of Kantipur Television

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| 2012|
| ACE Institute of ManagementSubmitted by: Rabi Kiran Adhikari, EMBA 3rd Semester, AIM|

[Customet Analysis of Kantipur Television]|
Submitted to: Mr. Suman Shakya, Facilitator, AIM|

Table of Contents

Table of Contents2
Introduction3
Study Design and Methodology4
Findings and Discussions:5
Segmentation of the Respondents:5
Motivation:6
Gaps identified:8
Recommendations11
Annex 1: Customer analysis of Kantipur TV questionnaires12

Introduction
Kantipur television is leading private television channel across the Nepal launched in July 2003. It is a Nepal’s most outstanding television station, beaming 24/7 to more than a hundred countries across the Pacific, the Indian subcontinent and the North America. During its eight years of transmission, Kantipur Television has grown significantly and has fixed a place in the broadcasting history of Nepal. It has gained equal popularity at home and among the non-resident Nepalese community abroad. Promoted by Non-Residents Nepalese in Russia and the Kantipur media group, it is licensed to operate as a TV broadcasting company in terrestrially as well as via satellite. For this purpose, it has embraced the latest technology, updated production equipment and other facilities and skilled human resources with a view to providing a multitude of entertainment programs, national and international news and talk shows. It has achieved a high point in its stand of credible news and information and exclusive entertainment programs. Its objective is to provide a television service that informs, entertains and inspires viewers with a Nepalese

Objectives of the study
* To practice the research on marketing
* To assess the motivation factors of the Kantipur Viewers * To find out the gaps

Study Design and Methodology
Non probability Purposive sampling methods were used to assess the motivation and gaps of Kantipur TV viewers. The study is only for learning purposive so the findings will not be used to generalize the result and findings to the population. A Semi structured questionnaire set was used to collect the information and the information was collected from the researchers work station colleagues. The questionnaires were collected in 15 July 2012. The sample size is 15 and it is collected purposively. The data were analyzed through SPSS program for easier calculations of frequencies and cross-tabulation. Due to the limited sample the result can't be generalized to the general population, also it's not a professional research so the application of the findings is not more use.

Findings and Discussions:
Segmentation of the Respondents:
Table 1: Distribution of Respondents in different characteristics | Frequency| Percent|
Age wise distribution|
20-30 years| 8| 53.3|
30-40 years| 5| 33.3|
>40 years| 2| 13.3|
Total| 15| 100|
Sex Wise distribution|
Male| 9| 60|
Female| 6| 40|
Total| 15| 100|
Ethnicity wise distribution|
Bramhin/Chhetri| 11| 73.33|
Janajati| 4| 26.7|
Total | 15| 100|
Educational level wise distribution|
<SLC| 1| 6.7|
Higher Secondary| 4| 26.7|
Bachelor| 3| 20|
Masters| 7| 46.7|
Total| 15| 100|
This customer analysis was done with purposive sampling plan so there is not any systematic division of the characteristics of the population. This is normally learning Project so here it has tried to segment the population based on the available information. Here in this study there were 15 respondents were asked about their comment about the Kantipur television along with their motivation to watch the television. A total of 8 out of 15 respondents were in between 20-30 years, 5 were 30-40 years and rests of the 2 are over 40 years of age. A total of 60% respondents are male and rest 40% is female. Like as 73.33 % respondents are Bramhin and Chhetri ethnicity and rest are from Janajati. A total of 7 respondents have master...
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