READERSHIP AND MEDIA HABITS OF POST GRADUATE STUDENTS

Abstract

The readership and media habit of the people is one of the area where market researchers are always interested to explore. This understanding becomes more important for the industry like advertisement, where the right information needs to be reached to the right audience. However, in this area a little has been done for a particular segment of people, particularly Post Graduate Students. Thus, the study, “Readership and Media Habits of Post Graduate Students” is an attempt to capture the habits as well as preferences of Post Graduate students pertaining to Media and Readership. Thus, the main objective of this study is to establish and examine the relationship between the Readership and Media Habit of Post Graduate students and various factors such as backgrounds, gender, demographics etc. The study is carried out by collecting the primary data from the 75 students of different MBA institutes of Delhi through the Questionnaire. The research is based on the Non – Parametric statistics. From the study, it was found that the TV and Internet is at the higher end of the spectrum as the most preferred media among the students across most of the interests. The research also suggests that most of the students keep themselves updated about the current affairs, careers and technology through the media like TV, Internet, and also Newspapers (particularly for the business news). The study provides another fact that the preferences and interests of the male and female has been consistent with each other or they have been positively correlated as far as the content they look out for is concern.