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Consumer Behaviour Project

The document discusses research conducted to determine the best genre for a new television show on Sony Entertainment Television in India. The channel has an opening in its weekend evening lineup and must choose between horror, detective, and mythology genres. A questionnaire was administered to 25 households to understand viewer preferences. The findings showed that the 18-30 age group preferred comedy while 31-50 preferred mythology and detective genres. Secondary research found detective and mystery shows had high TV ratings. Based on this, the research concluded a detective show would attract the most viewers and increase the channel's viewership.

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42 views4 pages

Consumer Behaviour Project

The document discusses research conducted to determine the best genre for a new television show on Sony Entertainment Television in India. The channel has an opening in its weekend evening lineup and must choose between horror, detective, and mythology genres. A questionnaire was administered to 25 households to understand viewer preferences. The findings showed that the 18-30 age group preferred comedy while 31-50 preferred mythology and detective genres. Secondary research found detective and mystery shows had high TV ratings. Based on this, the research concluded a detective show would attract the most viewers and increase the channel's viewership.

Uploaded by

abhicshetty
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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CONSUMER BEHAVIOUR PROJECT

SUBMITTED BY SAUMIL SANGHVI B 31

RESEARCH PROBLEM
The channel has three genres to offer to its viewer, in the vacant slot of an outgoing show telecasted in the evening on weekends. The problem faced by the channel is which of the three genres that is Horror, Detective and Mythological is most preferred by the viewers. The choice of genre opted should increase their show popularity and in turn the channel viewership on a whole.

RESEARCH QUESTION
Which genre out of the three - horror, Detective, Mythology would be the best alternative to help the channel gain maximum viewership and eventually increase the TRP.

HYPOTHESIS
Channel name - Sony Entertainment Television Channel introduction Sony Ent. TV telecasts all genres of programs ranging from horror to comedy to daily soaps to reality shows, etc and is watched by people of all age groups. Current Program - Comedy Circus ke Mahabali (Comedy) Timings - 9-10 pm on weekends

RESEARCH METHODOLOGY
Primary Questionnaires Secondary Collect information about the various competitors and TRPs of existing rivals, etc.

QUESTIONNAIRE
What is your age group? 1) 18-30 2) 31-50 3) 51+

Do you spend most of your weekends at home watching TV? 1) Yes 2) No How much time (in hours) do spend watching Television on a weekend? 1) 1-3 2) 4-6 Do you watch Sony Entertainment Television? 1) Yes 2) No Which show would you prefer to watch with your family on a weekend? 1) Maharana Pratap 2) Shhkoi hai 3) Adaalat 4) CID 3) 6+

Among the following, which genre would you prefer to watch on Saturday at 9 pm? 1) Horror 2) Detective 3) Mythological 4) Any other __________

If you were given a chance to start a new program on Sony TV, which genre would it be? 1) Horror 2) Detective 3) Mythological 4) Any other __________

FINDINGS
Questionnaire Out of 25 households, who answered the questionnaire, 70% households watched Sony. Majority Votes : 18-30 (30% households) want Comedy 31-50 (50% households) want Mythology and Detective Rest 20% households wanted Detective Secondary Research Findings TRP of comedy programs is the highest and then detective and mystery genres have the maximum TRPs.

CONCLUSION
Based on the findings, Sony Entertainment Television should launch a Detective Show. A Detective Show is the genre which maximum people want to watch on a weekend, hence it will improve the Channels viewership and TRP.

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