Factors Influencing Preferences of FM Listeners in Dhaka

A Project
ON
Factors Influencing Preference of FM listener’s in Dhaka
SUBMITTED TO
Sharmin Akther
Lecturer
Department of Business Administration
East West University
SUBMITTED BY
Akram Hossain (2008-2-10-257)
BUS 498; SEC 1
Date of submission: August 29, 2013

LETTER OF TRANSMITTAL
29th
August 2013
To,
Sharmin Akther
Lecturer
Jahurul Islam city, Aftabnagar, Dhaka-1212
Subject: Submission of Research Paper
Dear Sir,
We are honored to submit this research paper on “Factors Influencing Preference of FM
listener’s in Dhaka” as you have authorized us to do in this semester.
We are very pleased to prepare this assignment under your guidance since it gave us the
opportunity to know the current condition of major FM Radio stations of Bangladesh and
analyze their performance and position in consumers mind. The congenial atmosphere,
the information assistance, feedback on the topic and to improve this report, we are so
grateful to you.
We tried our level best to accumulate the information for you as comprehensive as
possible. We will be obliged to provide further clarification on this report whenever
necessary.
Sincerely Yours,
Akram Hossain
………………

ACKNOWLEDGEMENT
Works as a project student to identify the preferences factors that influence listeners was
such a challenging research project and a unique experience and opportunity. The
experience was thrilling. A lot of people deserve thanks in this regard.
I would like to thanks Dr. Tanvir Alam Chowdhury, chairman, Department of Business
Administration, East West University, to give me authorization letter. I would like to
convey my sincere gratitude to my supervisor Sharmin Akther, lecturer, Department of
Business Administration, East West University, for his frank inspiration as well as
guidance in preparing this project.
I would like to thank Dr. Humayun Kabir Chowdhury, Professor & Dean, Department of
East West University for his support and idea to complete this report as well as provide
all necessary information for research work. He was the course instructor of Marketing
Research, who taught me all necessary coordination and preparation for doing the
research. It would be an impossible task for me without the help of him to complete this
project report into a presentable one.
I would also like to thank Mrs. Elita karim, Editor, Raising Star, The daily Star and Radio
Jockey, Radio Foorti who give me information related to project field.
Sincerely,
Akram Hossain
ID: 2008-2-10-257
Sec.: 1

Abstract
Radio, once perceived as a dying medium, got a new life with the emergence of FM
Radio. FM broadcasting is a broadcasting technology pioneered by Edwin Howard
Armstrong which uses frequency modulation (FM) to provide high-fidelity sound over
broadcast radio. The history of FM radio in Bangladesh is relatively new. First private
radio station in Bangladesh is radio foorti began in 2005 and government owned is
Bangladesh Betar. Today FM radio market has emerged and has made enormous growth.
The commercial aspect of radio is enormous as is the number of people it reaches to.
Right from the roadside petty shop to corporate banker – all are hooked to the radio. The
study was intended to access the current preference and suggestions about the
respondent’s favorite FM, as it plays a very important role in developing a strong market
base, as FM is such a service where Brand is not what is given preference, it’s only
the content that matters. The study is aimed to assess the standing of Radio Market as a
whole in Dhaka since Dhaka is the center of all radio broadcasts and with the most
populations that listen to FM Radio.

Contents
Contents...............................................................................................................................5
Chapter 1..............................................................................................................................8
Introduction of the Report....................................................................................................8
INTRODUCTION...............................................................................................................9
1.1 Origin of the report....................................................................................................9
1.2 Objective of the study................................................................................................9
1.3 Scope of the study:...................................................................................................10
1.4 Limitations...............................................................................................................10
LITERATURE REVIEW .............................................................................................12
Methodology......................................................................................................................14
3.1 Techniques of Analysis:...........................................................................................15
3.2 Regression Analysis:................................................................................................16
3.3 Variable Selection:...................................................................................................16
3.4 Variable Measurement.............................................................................................16
3.5 Data:.........................................................................................................................16
Historical Background of FM Radio Stations in Dhaka City........................................18
ABOUT FM RADIO:........................................................................................................19
Programs........................................................................................................................21
News..............................................................................................................................21
Traffic updates...............................................................................................................21
Green Radio ..................................................................................................................22
Stations and frequency ..................................................................................................22

Research Design and Hypothesis Development............................................................25
RESEARCH DESIGN ......................................................................................................26
HYPOTHESIS DEVELOPMENT.....................................................................................27
Analysis and Findings........................................................................................................28
DEMOGRAPHIC RESULTS............................................................................................29
STATISTICAL RESULTS................................................................................................33
Policy Implication and Conclusion....................................................................................40
Policy Implication:........................................................................................................41
CONCLUSION, LIMITATION AND DIRECTION TO FUTURE RESEARCH ..........42
References..........................................................................................................................43
Website..............................................................................................................................45
http://www.radiofoorti.fm/.................................................................................................45
On-line Newspaper............................................................................................................45
https://www.google.com.bd/search?
q=radio+news+in+the+daily+star&hl=en&biw=1366&bih=624&source=univ&tbm=nws
&tbo=u&sa=X&ei=ezkeUsWIM8WZiQfK0YDQDQ&ved=0CCoQqAI........................45
APPENDIX........................................................................................................................46

Chapter 1
Introduction of the Report

INTRODUCTION
Fm Radio is becoming part of life. Listeners are well aware and informed about that
technology because of the competitiveness in this market. The market is now listener’s
oriented. Every customer wants to have the Fm Radio service which provides them the
best and unique service. So to sustain in this market the company should observe the
listener’s behavior and their needs regarding this service. More over if we consider the
product life cycle then we can see that the industry is in the growth stage. So if a
company wants to sustain in this competitive market and extend their maturity stage for a
longer period of time then it is important to attract listeners through identifying specific
factors which influence preference listener’s decision.
1.1 Origin of the report
The project work program of BBA students of the Department of Business
Administration East West University is an integral part of the BBA program. After
successfully completion of the project work program, a student must submit the report on
the assigned topic to the Supervisor. There are (3) credit hours for this project work
program out of one hundred and twenty three(123) credit hours in BBA program . The
program is of three months duration. The Faculty Supervisor of the project work program
has selected this topic. The topic of the project report is ‘‘Factors Influencing Preference
of FM listener’s in Dhaka City’
1.2 Objective of the study
The objective of this project is to identify “Factors Influencing preferences of listeners in
Dhaka City”. This project is done in order to factors influencing listener’s decision of FM
Radio industry in Dhaka City.
In current competitive market, though different stations are providing different services to
grab maximum market share, still listener’s have their own evaluation or judgment to find
the level of the service provided by the stations. Listener’s purchase decision is a
complex process since many factor influences a listener’s while making a choice.
Moreover listener’s mind is different and they may have different factors in mind while

making a single choice. The underlying problem in predicting listener’s choice resides
much more in the fact that choice decisions are made on the basis of many different
criteria simultaneously, including Network clarity, Advertisement, Program content, RJ
preferences and so on. Thus, incorporating listener’s preferences and choices into day-to-
day decisions is extremely important for today’s highly competitive environment,
because their listener’s evaluate them on more than one criterion. So looking on to this,
the main objective of this study is to find out the factors that influences listener’s
preference of in Dhaka city. To be more specifically the study will try to find out factors
(Network clarity, Advertisement, Program content, RJ preferences) which influence
listener’s choice decision.
Specific Objective:
• Want to Identify listener’s all attitudes, when they are decided to listen FM Radio.
• Identify which factors are influence listener’s preferences most.
• Assume the listener’s demographical position in the market by using statistical
tools.
• To make some necessary recommendations for the FM industry.
1.3 Scope of the study:
The report covers the marketing strategy of FM Radio. This report also covers the overall
market situation and analysis of different FM stations in Dhaka City.
1.4 Limitations
Like any other research work, several limitations were associated with this task too. They
were—
 Research work for a project needs a huge budget.
 Research work also needs to be given a huge time so it was difficult to conduct
the research within the semester period.
 Lack of information created problem.
 Some respondents were not interested to answer properly to the questions.

LITERATURE REVIEW
There are some other researches done on the FM Radio industry in Bangladesh. One such
study was The 2011 Nielsen Media and Demographics Survey. The main findings from
that study is highlighted here.
Radio audiences in Bangladesh have fallen steadily in recent years as people have turned
to television instead. The 2011 Nielsen Media and Demographics Survey showed that
only 15% of the population still listened to the radio once every seven to 10 days, down
from 36% in 1995. The same survey indicated that 91% of people in urban areas and 67%
of people in rural areas now had access to television.
Radio stations in Bangladesh are still largely still owned and controlled by the
government. The first private radio station, Radio Foorti, only began broadcasting in
2006.
By early 2012, there were just seven privately owned commercial FM stations on air and
the community radio movement was in its infancy.

Most of the private FM stations transmit music and entertainment programmes aimed at
an urban youth audience. The notable exception is ABC Radio, a talk station which
targets a slightly older audience with a strong diet of news and current affairs.
ABC Radio is owned by Transcom, the same business group that owns Prothom Alo and
The Daily Star, Bangladesh’s leading newspapers in Bangla and English respectively.
Radio Foorti and Radio Today both have a network of FM relay transmitters in several
provincial cities. This gives them broader national coverage.
Radio Today also has studios in eight provincial cites which produce some local
programming. According to the 2011 Nielsen Media and Demographics Survey, Radio
Foorti is the most popular FM radio station in Bangladesh, with 47% of the national FM
radio audience. It was followed by Radio Today with 28%.
The survey found that where listeners have a choice, they regard the private FM stations
as being more informative and entertaining than Bangladesh Betar.
The government has so far licensed 14 community radio stations. The first two went on
air in 2011.
Although radio ownership has declined in recent years, more and more Bangladeshi radio
listeners are tuning into programs on their mobile phones. In fact, mobile phones have
become the preferred method of accessing radio in Bangladesh, especially for young
people on the move in search of music and entertainment.

3.1 Techniques of Analysis:
The objective of the research is to find out what are the factors that influence preferences
of listener’s choice of FM Radio in Dhaka City. Analyze the most influencing factors
among those in order to get a conclusive view on the overall project. To identify the
possible factors at first we went through conclusive marketing researches to identify the
influencing factors and to have a clear concept about the factors as well as our main
purpose or objective of the study. The problem we are dealing with is-
Core Problem:
• Which factors influence listener’s preferences towards choosing FM Stations ?
Marketing Research Problem:
• “What are the key factors that might have significant influence on listener’s
decision for choosing Fm Radio Stations?”
We have gone through some steps to complete our research:
 At first we conducted an exploratory research to get insights about the factors.
This exploratory research gave us a better scenario about the independent
variables (Program content, RJ Preference, Network Clarity, Advertisement,
Brand Image).
 After that we will go for conducting further research through
Objective/Theoretical Foundations, Analytical Model, Research Questions,
Hypotheses and Specification of the Information needed.
 Then at last we conduct causal research for quantifying data and finding out that
which factors from our independent variable influence consumer purchase
decision.

3.2 Regression Analysis:
We developed a “Mathematical Model” for our research purpose. We used Multiple
Regression Equation to identify and analyze the dependent and independent variables.
The Multiple Regression Equation we used is:
Y (Preference of choosing Fm) = x1.( Network Clarity) b1+ x2.( Advertisement) b2+
x3.( Program content) b3+ x4.( RJ ) b4
3.3 Variable Selection:
The study began with an exploratory research. To find out the Factors Influencing
preferences of choosing Fm Station, we have conducted an exploratory research on 30
respondents. After finding important factors we go for conclusive research by designing a
questionnaire on these factors. The study conducted will be a conclusive (causal)
research; we will come to the decision which is precise and rational. The study is
conclusive because after doing the study the researcher will come to a conclusion
regarding factors responsible for influencing listener’s decision.
3.4 Variable Measurement
All the similar responses are taken together as one and their percentages are calculated by
using various statistical tools to reach a final conclusion. Thus, this, conclusive (causal)
statistical study is the best study for this purpose as it provides the necessary information
which is utilize to arrive at a concrete decision. The study uses both quantitative and
qualitative data. For quantitative results, the research design involves causal research by
using survey method. The sample size used for the project is 50 respondents.
3.5 Data:
This project primarily uses quantitative tools for collecting qualitative data through
exploratory research. A survey questionnaire has been used to elicit the specific
information. The sample size used for the project is 50 respondents. We have developed
25 questions based on exploratory research. This research included questions considering
four factors- Program content, RJ Preference, Network Clarity, Advertisement. There are
four questions for measuring dependent variable and 16 questions for measuring

independent variable. A Likert scale was used to question the respondents on the five
point scale used for measuring both dependent and independent variables. The
respondents were asked to rate on the scale between Strongly Agree and Strongly
Disagree. In addition to this, there are four questions regarding demographic information-
gender, age, occupation and what instrument they are using for listen Fm Radio. There is
a one filter question which placed at the beginning of the questioner.
The data which collected for the purpose of study is divided into 2 bases:
 Primary Sources: The primary data comprises information survey of
“Factors Influencing Preference of FM listener’s in Dhaka City”.
 Secondary Source: When an investigator uses data that have been
previously collected by someone else, then the data is known as secondary data.
Our secondary data was collected from internet and references from Library. We
collected most of our secondary data from newspapers and different business
magazines of Bangladesh.
The web sites of the different FM Radio stations are considered as secondary resources,
which provide us a lot of information about the organization. I have to depend in this
information because I don’t have sufficient time to ask all the employee, manager and
superior. Moreover, I have downloaded PDF files and assemble many articles from
magazine and manuscript to make prosperous this research paper. In my report I tried to
minimize the usage of secondary data as much as possible. I used secondary data only in
the cases where it was not possible for us to use primary data and also for het insights
more about primary data and or problem at hand.

Chapter 4
Historical Background of FM Radio Stations in Dhaka
City

ABOUT FM RADIO:
FM broadcasting is a broadcasting technology pioneered by Edwin Howard Armstrong
which uses frequency modulation (FM) to provide high-fidelity sound over broadcast
radio. The term "FM band" describes the frequency band in a given country which is
dedicated to FM broadcasting. This term is slightly misleading, since it equates a
modulation method with a range of frequencies. Throughout the world, the FM broadcast
band falls within the VHF part of the radio spectrum. Usually 87.5 to 108.0 MHz is used.
Distance covered: The range of mono FM transmission is related to the transmitter's RF
power, the antenna gain, and antenna height. The FCC (USA) publishes curves that aid in
calculation of this maximum distance as a function of signal strength at the receiving
location.
For stereo FM, the range is significantly reduced. This is due to the need to lower the
modulation index of the main (sum) signal to accommodate the presence of the 38 kHz
DSB-SC (double side-band suppressed-carrier) subcarrier and 19 kHz pilot tone. Many
stations use extreme audio compression to keep the sound above the background noise
for "distant" listeners, at the expense of degrading the sound quality.
History of Radio in Bangladesh:
Radio transmission in the region now forming Bangladesh started in Dhaka on December
16, 1939. Initially, the station was located in old Dhaka. Later, the station was relocated
to Shahbag. It played an important role during the Bangladesh Liberation War of 1971.
On March 26, 1971, the broadcasting center of Radio Pakistan was used to transmit a
declaration of independence, which was picked up by a Japanese ship in the Chittagong
Harbor and retransmitted. During the war, it was known as Shwadhin Bangla Betar
Kendro (Independent Bengal Radio Station). Because of heavy shelling, the station had to
be relocated several times, and ultimately moved to Calcutta on May 25, from where it
would broadcast until the end of the war. On December 6, it was renamed Bangladesh
Betar.

FM Radio channels in Bangladesh: the list of FM Radio station in Bangladesh is given
below:
Radio Foorti
Radio Foorti 88.0 FM, Radio Foorti is a Bangladeshi FM radio station. The station went
live on September 21, 2006. It is currently available in Dhaka, Sylhet, Rajshahi, Khulna,
Barisal, Mymensingh, Chittagong, Noakhali, and Cox's Bazar.
A. Company Profile:
After a successful month of testing, Radio Foorti hit the airwaves on the 22nd of
September in 2006, introducing the FM culture back to Bangladesh. Broadcasting on a
frequency of 98.40 MHz, Radio Foorti was one of the first stations to obtain and make
use of a new ordinance allowing broadcast radio to take off. Armed with Apu as their
first radio jockey, the station sought to provide quality music and entertainment through a
media largely ignored throughout the satellite television boom.
Initially only able to be heard across Dhaka, Radio Foorti expanded aggressively, hitting
Chittagong airwaves in July of 2007 and ensuring Sylhet got Foorti at 89.8 MHz from the
1st of February of 2008, while changing it’s own Dhaka frequency to 88.0 MHz to ensure
that no barrier can overcome a listener and their demand for Foorti. But Radio Foorti
doesn’t intend to stop there; the people of Khulna, Bogra, Rajshahi, Barisal,
Mymensingh, Rangpur and Cox’s Bazaar will be happy to know that Foorti will set up
stations in their areas next, thus covering the broad area of Bangladesh and making Radio
Foorti one of the few national radio stations in the country.
While the radio station itself has expanded, to having 12 radio jockeys be heard on -insert
number of shows here-, the aim hasn’t changed. Radio Foorti still plays a wide variety of
music, ranging from golden classics to the latest song released from the top artists in
Bangladesh, even mixing the hottest international tracks into the play list. Through its
network of friendly radio jockeys, constant listeners interaction via text messages and
special features allowing fans to get closer to their favorite stars, Radio Foorti has helped
redefine the FM culture and has helped usher in a new way for music to be heard and for
entertainment to be enjoyed.
B. Objective:
The main objectives of the Radio Foorti to convince the listeners transmit the favorite
programs & entertainment show. And overall in Bangladesh will connect their FM
networks.

C. Transmission:
Radio Foorti has stared it’s tramission by Dhaka Station by 98.4 fm at 22 September
2006. But after some month on September 2007 Radio Foorti changed its frequency.
Then it’s started to on air at 88.o Fm. Then At August 2007 Radio Foorti started to on air
program from Chittagong at 98.4 fm. Then From March 2008 it’s started to on air
program from Sylhet at 88.9 Fm.
D. Program:
Radio Foorti is basically Music radio channel. It is primarily focus on music. Some of the
programs of Radio Foorti are Hello Dhaka, Amar 88, Dhaka Calling, Seven Eleven,
Foorti Unlimited, and Hot Seat. Now Hot Seat is the most popular show of Radio Foorti
Radio Today
Radio Today 89.6 FM is the first FM Radio station in Bangladesh. Firstly the coverage
was only in the capital, Dhaka, now it is in the port-city Chittagong. It has plans to
expand to Mymensingh The tourist capital of Bangladesh Cox's Bazar. The ancient
capital of Pundravardhana, Bogra.
It started as the country's first private FM radio station in May 2006 in Dhaka at
89.6 MHz’s It later became available in Chittagong & Sylhet. Now it coverage
in Dhaka, Chittagong, Cox's Bazar, Khulna, Bogra and sylhet coming across to the
listeners as a very warm Radio Station.. where all communication is totally LIVE.
Reaching out to both MASS & CLASS, The only truly live station of Bangladesh which
is different from all other Channels
• Programs
Radio Today is a music radio which plays popular Bangladeshi music. Music are featured
in programs like Good Morning Program, Today's Adda, Rush Hour, Hello Friends,
Vagger Chaka, Bioscope, World Music, Weekend Hungama, Freeky Funday, Koler
Gaan, Shaath Mathar More and Satkora including other special
programs. Visit schedule for details.
• News
Everyday News, airs six times a day giving news updates with Dhakar Chaka giving live
traffic updates in between other shows. Morning News, Evening News and Green
News are also podcast on website on daily basis.
• Traffic updates
Dhakar Chaka giving live traffic updates in between other shows.

• Green Radio
The project is called Green Radio to build up awareness is a noble step. It's a dedicated
project to do better for environment. Several environmental issues are covered by this
project and broadcasting a daily show on different issues. Researchers work on daily
scripting of `Green Hour’ in an investigative way which gives a beneficial result. This is
a research based program, where a team and write scripts for a daily morning program on
airing between 7.15AM and 8AM. The news on environmental issues also covers in a
segment of the show called `Green news’. The daily environmental events and incidents
cover by this segment. The correspondents talk to the local people and tried to find out
the root causes of environmental pollution in rural areas as well as urban places. The
regular events and movements for environment are also covered by daily news program.
This 'Green News' segment is now podcasting on news section in the Radio Today
website. Green Hour invites people, who truly engaged with environment research work
or stakeholder’s deals with this issue, make discussion with recent issues.
• Stations and frequency
- DHAKA 89.6 MHz
- CHITTAGONG 89.6 MHz
- COX'S BAZAR 89.6 MHz
- KHULNA 89.6 MHz
- BOGRA 89.6 MHz
- SYLHET 89.6 MHz
Radio Amar
Radio Aamar 88.4 FM is a 24-hours private FM radio station in Bangladesh. It broadcasts
on 88.4 FM (Previous Frequency 101.6 FM) in Dhaka. It started its official transmission
in 11 December 2007.
ABC Radio
ABC Radio 89.2 FM is a radio station owned by Mediastar, a sister concern of Transcom
Group. The studio headquarters is in Dhaka while it also has coverage in Narayanganj,
Gazipur, Tangail, Manikganj, Narsingdi, Brahmanbaria, Madaripur, Chandpur, Faridpur,
Comilla, and some areas of Feni, Kishoreganj and Sirajganj.
DHAKA FM
DHAKA FM 90.4 90.4 FM is a First HD technology 24-hours private FM radio station in
Bangladesh. The studio headquarters is in Dhaka
People's Radio
People's Radio 91.6 FM is a 24-hours private FM radio station in Bangladesh. The studio
headquarters is in Dhaka

Radio Bhumi
Radio Bhumi 92.8 FM is a 24-hours private radio station in Bangladesh. Radio Bhumi
starts its transmission on 30 September 2012. The studio headquarters is in Dhaka.
RADIO21
24-hours Online radio station in Bangladesh. The studio headquarters is in Dhaka.
Radio Shadhin
Radio Shadhin 92.4 FM is a 24-hours private FM radio station in Bangladesh. The studio
headquarters is in Dhaka.
Market:
Target Market is the specific group of listeners that a company aims to capture. They
have been identified as people with needs or wants that can be met with the products or
services from this company.
Such as, the target markets of radio foorti focus on the young generation. Like collage
and university students as well as common people.
FM Station Student (%) Common People (%) Total (%)
Radio Foorti FM 88.0 MHz 59% 29% 88%
Radio Today FM 89.6 MHz 52% 25% 77%
Radio Aamar FM 88.4 MHz 55% 20% 75%
Traffic Broadcast FM 97.60 MHz 5% 45% 50%
BBC Bangla FM 100.00 MHz 38% 37% 75%
Radio ABC FM 89.2 MHz 10% 24% 34%

Figure 1: Research target market of all the FM radio in Bangladesh.

Chapter 5
Research Design and Hypothesis Development

RESEARCH DESIGN
The type of research was descriptive research, this study is an attempt to obtain a
complete, and accurate descriptive of a situation. A quantitative method the result can be
generalizable to the whole population. So this method was adopted for this study.
However, a pretest was conducted first, consisting of a sample of 60 persons, to find out
necessary stimuli for this study.
COLLECTING OF DATA
Primary source have been used to collect data regarding preference of FM listeners in
Dhaka using a questionnaire as an instrument of data collection. The questionnaire
consisted of 20 Likert scale based questions and some demographic questions.
SAMPLE POPULATION
The study was conducted inside urban Dhaka. The sample size was 50. Hopefully, the
margin of error will be less for this research which helps in generalizability.
SAMPLE DESIGN
It is a plan for obtaining a sample from given population. It refers to the procedures or
technique, the research would adopt in selecting items for the same in the study
For this method, simple random sampling method was used. 70 samples who were the
radio listeners are chosen. Since the survey is about the FM listening and its reach, only
the people who have their radio sets and who used to listen to the radio are asked to
answer the questionnaire. Each question was explained and translated clearly into English
for the respondent’s better understanding. This survey is conducted in various
geographical areas of Dhaka.
DATA ANALYSIS AND INTERPRETATION
The data collected from the respondents are used for the analysis.
STATISTICAL TOOLS APPLIED
Statistical tools are the mathematical techniques used to facilitate the interpretation of
numerical data secured from groups of individual or groups of observation from a single
individual.

HYPOTHESIS DEVELOPMENT
The hypothesis developed to test the direct positive or negative effect of the variables on
listener preference of choosing a FM Radio station.
The Pretest conducted found four variables. Those four variables are: Network clarity,
Program content, Advertisement and RJ (Radio Jockey).
 Influence of Network Clarity:
Network means a lot for a FM Radio station. A good network is crucial for a FM Radio
station to operate. The hypothesis is:
H0: Network clarity affects listener’s choice of FM Radio stations.
H1: Network clarity does not affect listener’s choice if FM Radio stations.
 Influence of Program Content:
A FM Radio station without a good set of program contents is useless. A variety of
program content can affect listener’s perception. Thus, the hypothesis is:
H0: Program content affects listener’s choice of FM Radio stations.
H1: Program content does not affect listener’s choice of FM Radio stations.
 Influence of Advertisement:
Advertisement is definitely a good source of income for FM Radio stations. It can have
significant effect on listener’s choice of FM Radio station. Thus, the hypothesis is:
H0: Advertisements have effects on listener’s choice of FM Radio stations.
H1: Advertisement does not have effects on listener’s choice of FM Radio stations.
 Influence of RJ (Radio Jockey):
RJs are the presenters who conduct the various shows. The hypothesis is:
H0: RJs have significant effect on listener’s choice of FM Radio stations.
H1: RJs do not have significant effect on listener’s choice of FM Radio stations.

Chapter 6
Analysis and Findings

Measurement of the variables:
Multi-items measures were used to get data on the constructs considered. A total of 20
items were constructed for the questionnaire for four different dependent variables.
Reliability/internal consistency of the multi-item scales for each of the constructs were
measured using Cronbach’s coefficient alpha. The minimally acceptable reliability for
primary research should be in the range of 0.50 and above. Coefficient alpha values were
computed for each construct separately.
The qualitative analysis proved support for the importance of some of the variables
thought to affect listeners’ evaluations. To address these effects more formally, we
estimated a regression model motivated by the hypothesis.
DEMOGRAPHIC RESULTS
Gender: According to the survey, 72% of the respondents were men (36) and the rest
28% were women (14).

Occupation:
76% of the respondents were students. 14% of the respondents were service holders and
the rest of the respondents were businessmen.
Age: Age of the respondents is shown in the pie chart below.
Student
38
76%
Service
holder
7
14%
Businessma
n
5
10%
OCCUPATION
10-15 yrs
5
10%
15-20 yrs
16
32%20-25 yrs
20
40%
25-30 yrs
5
10%
Above 30 yrs
4
8%
AGE

Instrument used to hear FM Radio: 42% of the respondents use car set whether 58% of
the respondents use mobile phone to listen to FM Radio station.
Reliability test:
1-Network Clarity
In Appendix-A, Network Clarity reliability is measured from 4 variables they are NC1
(important of Network Quality), NC2 (high network quality more satisfaction), NC3
(Influence satisfaction), NC4 (Network availability). From the reliability test I find that
the Cronbach's Alpha is 0.728 which is more than 0.50 which means that all the variables
have an internal consistency of 72.80% among each other. Therefore item scales of the
individual variables are seemed to be perfect to further regression analysis.
2-Program Content
At first, I consider four variables which describe the influence of program contents
importance in success of listener’s satisfaction. From Appendix, I can see that if I
consider the four variables PC1 (program content importance), PC2 (Program based
activities) and PC3 (Quality of the program) and PC4 (Duration between programs )then
the Cronbach’s entire Alpha is 0.660 which is more than 0.50 which means that all the
variable have an internal consistency of 66.00% among each other. Therefore item scales
of the individual variables are seemed to be perfect to further regression analysis.

3-Advertisement
In Appendix, at first I consider three variables for measuring the Price. From Appendix
if I consider three variables, AD1 (Advertisement acceptance), AD2 (activities towards
Advertisement), AD3 (Different advertisement acceptance) and AD4 (Means of
Advertisement) then the Cronbach’s entire Alpha is 0.357, which is not greater than 0.50.
So, we have to look further. Here, item no. AD2 has to be deleted in order to improve the
value of Cronbach’s Alpha. Then, the reliability test is re-run, which yields the
Cronbach’s entire Alpha is 0.499, which is not greater then 0.50. So again, we have to
look further. Here, item no. AD1 has to be deleted in order to improve the value of
Cronbach’s Alpha. Then, the reliability test is re-run, which yields the Cronbach’s entire
Alpha is 0.531, which is greater then 0.50. which means that all the variable have an
internal consistency of 53.10% among each other. Therefore item scales of the individual
variables are seemed to be perfect to further regression analysis
Hypothesis:
 Network Clarity
H0: Network clarity affects listener’s choice of FM Radio stations.
H1: Network clarity does not affect listener’s choice if FM Radio stations.
The table shows that Network Clarity has a positive influence (β=0.409) on listener’s
decision for fm stations. And we can see that Sig. value (0.003) is lower than alpha value
(.05). So, H1 is rejected and Ho null hypothesis is accepted. And that is Network
clarity has significant influence on listener’s decision for Fm stations.
 Program Content
H0: Program content affects listener’s choice of FM Radio stations.
H1: Program content does not affect listener’s choice of FM Radio stations.
Independent Variables
Standardized Coefficient
(β)
t value Sig.
Network Clarity 0.409 3.153 .003

The table shows that program content has a negative influence (β=-0.155) on listener’s
decision for Fm stations. And we can see that Sig. value (0.242) is higher than alpha
value (.05). So, H1 is accepted and Ho null hypothesis is rejected. And that is program
content has no significant influence on listener’s decision for Fm stations.
 Advertisement
H0: Advertisements have effects on listener’s choice of FM Radio stations.
H1: Advertisement does not have effects on listener’s choice of FM Radio
stations.
The table shows that program content has a negative influence (β=0.394) on listener’s
decision for Fm stations. And we can see that Sig. value (0.006) is higher than alpha
value (.05). So, H1 is rejected and Ho null hypothesis is accepted. And that is
advertisement has significant influence on listener’s decision for Fm stations.
STATISTICAL RESULTS
Reliability/ internal consistency test: First, the internal consistency of four dependent
variables were measured. Those dependent variables are: Network Clarity, Program
content, Advertisements and RJ. The result is as follows:
(β)
t value Sig.
Program Content -0.155 -1.184 .242
(β)
t value Sig.
Advertisement 0.394 2.881 .006

Case Processing Summary
N %
Cases Valid 49 98.0
Exclude
d(a)
1 2.0
Total 50 100.0
Reliability Statistics
Cronbach's
Alpha
N of Items
.473 4
Here, it can be seen that Cronbach’s Alpha value is .473. But it has to be above .5 .thus,
we have to see further.
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
Network Clarity 11.5918 4.372 .418 .307
Program
Content
11.8367 3.931 .478 .231
Advertisements 12.6531 3.773 .253 .431
RJ 12.2245 4.594 .070 .616
So, we have to exclude “RJ” from the list of dependent variables and run the reliability
test again. The next results yields the following output, where the value of Cronbach’s
Alpha is improved.

Cronbach's
Alpha
N of
Items
.616 3
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
Network
Clarity
7.7143 2.875 .435 .526
Program
Content
7.9592 2.290 .600 .283
Advertisemen
ts
8.7755 2.136 .315 .756
Thus, the dependent variable “RJ” and all its components are excluded from this study.
Reliability between the independent variables: Network Clarity:
N %
Cases Valid 48 96.0
Exclude
d(a)
2 4.0
Total 50 100.0
a Listwise deletion based on all variables in the procedure.
Cronbach's
Alpha
N of
Items
.728 4
The value of Cronbach’s alpha is .728, thus this study is reliable.

Reliability between the independent variables: Program contents:
N %
Cases Valid 48 96.0
Exclude
d(a)
2 4.0
Total 50 100.0
Cronbach's
Alpha
N of
Items
.660 4
Here, Cronbach’s Alpha value is .660, thus the study is highly reliable.
Reliability between the independent variables: Advertisements:
N %
Cases Valid 49 98.0
Exclude
d(a)
1 2.0
Total 50 100.0
Cronbach's
Alpha
N of
Items
.357 4
Here, the Value of Cronbach’s Alpha is very low. Thus, we’ll have to look further.

Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
AD1 11.7347 5.282 .095 .403
AD2 10.1837 5.653 .012 .499
AD3 9.9796 4.479 .500 -.003(a)
AD4 10.4082 4.538 .263 .203
Here, item no. AD2 has to be deleted in order to improve the value of Cronbach’s Alpha.
Then, the reliability test is re-run, which yields:
Cronbach's
Alpha
N of
Items
.499 3
Once again, Cronbach’s alpha value is below .50. So, we have to look further.
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
AD1 7.8163 3.111 .245 .531
AD3 6.0612 3.434 .396 .304
AD4 6.4898 2.880 .333 .370
Cronbach’s Alpha value will improve if item AD1 is deleted. After deletion, reliability
test is re-run and it yields:

Cronbach's
Alpha
N of
Items
.531 2
Here, Cronbach’s alpha value is improved.
Finding Means: in the next step before the regression analysis can be done, means are
found of all dependent and independent variables.
Regression Analysis:
Model R R
Square
Adjusted R
Square
Std. Error of
the Estimate
1 .624a
.389 .349 .58021
a. Predictors: (Constant), advertisement, network, program
content
In the model summary table we find that the R square is .389, which means the
independent variables describe dependent variable by 38.9%.
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 1.614 .566 2.852 .006
Network
clarity
.412 .131 .409 3.153 .003
program
content
-.152 .128 -.155 -1.184 .242
advertisement .319 .111 .394 2.881 .006
a. Dependent Variable: depvar

Here, the beta value for network clarity is .409 which means it has influence on listeners,
and the significance is .003 (which is less than 0.05). Thus, H0 is accepted and H1 is
rejected. So, network clarity affects listener’s choice of listening to a FM Radio station.
Again, the beta value for program content is -.155 which means it has no influence on
listeners, and the significance is .242 (which is more than 0.05) means Ho is rejected and
H1 is accepted. So, program content does not affect listener’s choice of listening to a FM
Radio station.
Again, the beta value for advertisement is positive which means it has influence on the
listeners, and the significance is .006 (which is less than 0.05) means Ho is accepted and
H1 is rejected. So, advertisements affect listener’s choice of listening to a FM Radio
station.

Chapter 7
Policy Implication and Conclusion

Policy Implication:
After conducting the research the possible recommendations can be:
 The station has to perform the promised service dependably and accurately. The
company should crate and take the acceptance from the listener’s and deliver the
service at an accurate time and also providing the efficient service.
 The Fm Radio companies should be more careful to arrange their advertise plan to
make revenue.
 New external high gain antenna should be set up which will ensure smooth frequency
completion at areas of weak signal.
 This will extend coverage for VP operator without further investment in network
expansion.
 Fixed Wireless Terminal (FWT) may be another solution for extended coverage with
good quality but it will cost at least double the present cost. Solar panel and DC
batteries may be used as alternatives to run the BTS station.
 Flexibility in Government Regulations: While formulating and/or amending any act,
the government should make the final decision in consultation with the industry
experts as well as the companies so that the decision to be made benefits both the
industry in particular and the economy at large. Government should play a role of
facilitator to expedite the growth of the industry and also should follow the
international standards in any legal procedures so that the potential foreign investors
feel encouraged to inject investment into the economy and also the existing players
feel motivated to expand their business.

 New types of marketing strategy could be best possible solution to grab listener’s.
Stations can put their advertisement in between the program. Then the listener’s will
not leave particular program. They should sell their hour to the particular
advertisement given company. So that, listener’s will stay to that station and listen
advertisement too.
 Creative, funny and short advertisement can be possible solution to grab listeners.
 FM Radio channels should decrease the amount of advertisement, as we found out it
majorly influences listeners to choose a channel.
 Network clarity must be taken care of because listeners do not like interruptions while
they are listening.
CONCLUSION, LIMITATION AND DIRECTION TO FUTURE RESEARCH
This study was undertaken to examine and understand the listener’s choice towards the
FM Radio stations in Dhaka city. The study contains few limitations. The first limitation
was based on the sample area for the study which is confined to urban Dhaka. Second
limitation was the lack of time.
The outcome of this study shows a comprehensively integrated framework in which
to understand the vibrant relationships among several dimensions of network
clarity, program contents and advertisements. However, we think further research is
needed to examine these factors in additional samples before generalizations can be
made.

Reference
type In-text and on line References
Book
Naresh K. Malhotra, & Satyabhushan Das: Marketing
Research, An Applied Orientation 5
th
edition
Book
Md. Humayun Kabir Chowdhury (2001) “Generalizability of
Perceived Quality Measures: An Evaluation"
Web site
http://www.slideshare.net/search/slideshow?
searchfrom=header&q=Suryanfm
Web site
http://en.wikipedia.org/wiki/Radio_Today
Web site
http://infoasaid.org/guide/bangladesh/radio-overview
Web site
http://www.docstoc.com/docs/78722119/Marketing-Strategy-
of-Radio-Today
Web site
http://www.assignmentpoint.com/business/finance/assignment
-on-swot-analysis-and-target-market-analysis-of-radio-
foorti.html
Book
Research Methodology (Methods & Techniques), C.R.
Kothari, Second Edition (Page 76 to 95- Measurement of
Likert Scale in Analysis)

Website http://www.radiofoorti.fm/
On-line
News
paper
https://www.google.com.bd/search?
q=radio+news+in+the+daily+star&hl=en&biw=1366&
bih=624&source=univ&tbm=nws&tbo=u&sa=X&ei=e
zkeUsWIM8WZiQfK0YDQDQ&ved=0CCoQqAI

APPENDIX
QUESTIONNAIRE:
1. Do you listen to FM Radio? (If no, please don’t answer the rest of the questions)
a. Yes
b. No
2. Which instrument do you use to listen to FM radio?
a. Mobile phone
b. Car stereo
c. Radio set
In this section we are interested in your opinion about the way you perceive the
following statements. Please indicate by checking the appropriate box the extent to
which you agree/disagree with each of the following statements. Please follow the scale
provided below:
5=Strongly Agree 4=Agree 3=Neutral 2=Disagree 1=Strongly Disagree
No. Statements
5
Strongl
y
agree
4
Agre
e
3
Neutra
l
2
Disagre
e
1
Strongly
disagre
e
1
Network clarity of a FM Radio
station is important
2
I prefer crystal clear
broadcasting while listening to
FM radio
3
Network interruptions bother
me while listening to my
favorite station
4
A good FM radio means good
network to me
No. Statements
5
Strongl
y
agree
4
Agre
e
3
Neutra
l
2
Disagre
e
1
Strongly
disagre
e

5
A strong broadcasting network
nationwide is important for all
FM radio stations
6
Program contents of a FM radio
station is important
7
I have interests towards specific
program contents
8
I only tune FM Radio in
Specific Programs time.
9
I have certain disliking to some
certain program contents
10
I want my favorite program to
run at least a year in the radio
11
Advertisement is a part of FM
Radio
12
While listening to FM Radio,
Advertisements do not bother
me
13
If a FM Radio channel
broadcasts more advertisements
than others, I’d probably stop
hearing it
14
Jokes and comedy are good
way of advertisement in Radio
15
I can know better about a
product/service by
advertisements in FM Radio
16
RJs are the most important
assets of a FM Radio station
17
I only like to listen to the
programs presented by my
favorite RJ.
18
I’d love it if an RJ reads my
sms/response on a program
19
I like to follow my favorite RJs
lifestyle/attitude

20
I like to share my
problems/thoughts and enjoy
feedback from RJs
General information
1. Your gender: i) Male ii) Female
2. Your age: i) 10-15 yrs ii) 15-20 yrs iii) 20-25 yrs iv) 25-30 yrs v) Above 30
yrs
Your occupation: i) student ii) businessman iii) service holder.
SPSS OUTPUTS:
Reliability
Scale: ALL VARIABLES

N %
Cases Valid 49 98.0
Excludeda
1 2.0
Total 50 100.0
a. Listwise deletion based on all variables
in the procedure.
Cronbach's
Alpha N of Items
.473 4
Item Statistics
Mean
Std.
Deviation N
DVRNC 4.5102 .76710 49
DVRPC 4.2653 .86061 49
DVRAD 3.4490 1.17369 49
DVRRJ 3.8776 1.16606 49

Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
DVRNC 11.5918 4.372 .418 .307
DVRPC 11.8367 3.931 .478 .231
DVRAD 12.6531 3.773 .253 .431
DVRRJ 12.2245 4.594 .070 .616
Scale Statistics
Mean Variance
Std.
Deviation N of Items
16.1020 6.302 2.51035 4
Reliability
N %
Cases Valid 49 98.0
Excludeda
1 2.0
Total 50 100.0

Cronbach's
Alpha N of Items
.616 3
Item Statistics
Mean
Std.
Deviation N
DVRNC 4.5102 .76710 49
DVRPC 4.2653 .86061 49
DVRAD 3.4490 1.17369 49
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
DVRNC 7.7143 2.875 .435 .526
DVRPC 7.9592 2.290 .600 .283
DVRAD 8.7755 2.136 .315 .756

Scale Statistics
Mean Variance
Std.
12.2245 4.594 2.14345 3
Reliability
N %
Cases Valid 48 96.0
Excludeda
2 4.0
Total 50 100.0
in the procedure.

Cronbach's
Alpha N of Items
.728 4
Item Statistics
Mean
Std.
Deviation N
NC1 4.4167 .82083 48
NC2 4.0000 1.20283 48
NC3 4.2083 .87418 48
NC4 4.3333 .93019 48
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
NC1 12.5417 4.977 .711 .573
NC2 12.9583 4.892 .360 .794
NC3 12.7500 5.085 .610 .619
NC4 12.6250 5.303 .487 .684
Scale Statistics
Mean Variance
Std.
16.9583 8.254 2.87290 4

Reliability
N %
Cases Valid 48 96.0
Excludeda
2 4.0
Total 50 100.0
in the procedure.
Cronbach's
Alpha N of Items
.660 4

Item Statistics
Mean
Std.
Deviation N
PC1 3.8125 .93754 48
PC2 3.1875 1.14216 48
PC3 3.5000 1.03142 48
PC4 3.4375 1.07002 48
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
PC1 10.1250 5.899 .422 .607
PC2 10.7500 5.000 .469 .574
PC3 10.4375 5.911 .344 .655
PC4 10.5000 4.979 .539 .522
Scale Statistics
Mean Variance
Std.
13.9375 8.698 2.94926 4

Reliability
N %
Cases Valid 49 98.0
Excludeda
1 2.0
Total 50 100.0
in the procedure.
Cronbach's
Alpha N of Items
.357 4
Item Statistics
Mean
Std.
Deviation N
AD1 2.3673 1.21953 49
AD2 3.9184 1.25560 49
AD3 4.1224 .92720 49
AD4 3.6939 1.19380 49

Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
AD1 11.7347 5.282 .095 .403
AD2 10.1837 5.653 .012 .499
AD3 9.9796 4.479 .500 -.003a
AD4 10.4082 4.538 .263 .203
a. The value is negative due to a negative average covariance among
items. This violates reliability model assumptions. You may want to
check item codings.
Scale Statistics
Mean Variance
Std.
14.1020 7.302 2.70220 4
Reliability

N %
Cases Valid 49 98.0
Excludeda
1 2.0
Total 50 100.0
in the procedure.
Cronbach's
Alpha N of Items
.403 3
Item Statistics
Mean
Std.
Deviation N
AD2 3.9184 1.25560 49
AD3 4.1224 .92720 49
AD4 3.6939 1.19380 49

Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
AD2 7.8163 3.111 .134 .531
AD3 7.6122 2.992 .446 -.006a
AD4 8.0408 3.040 .196 .397
check item codings.
Scale Statistics
Mean Variance
Std.
11.7347 5.282 2.29833 3
Reliability

N %
Cases Valid 49 98.0
Excludeda
1 2.0
Total 50 100.0
in the procedure.
Cronbach's
Alpha N of Items
.531 2
Item Statistics
Mean
Std.
Deviation N
AD3 4.1224 .92720 49
AD4 3.6939 1.19380 49

Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
AD3 3.6939 1.425 .373 .a
AD4 4.1224 .860 .373 .a
check item codings.
Scale Statistics
Mean Variance
Std.
7.8163 3.111 1.76391 2
Regression
Variables Entered/Removed
Model
Variables
Entered
Variables
Removed Method
1 advertisement,
network,
programconte
nta
. Enter
a. All requested variables entered.

Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .624a
.389 .349 .58021
a. Predictors: (Constant), advertisement, network,
programcontent
ANOVAb
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 9.857 3 3.286 9.760 .000a
Residual 15.486 46 .337
Total 25.342 49
a. Predictors: (Constant), advertisement, network, programcontent
b. Dependent Variable: depvar
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 1.614 .566 2.852 .006
network .412 .131 .409 3.153 .003
programcontent -.152 .128 -.155 -1.184 .242
advertisement .319 .111 .394 2.881 .006
a. Dependent Variable: depvar

Factors Influencing Preferences of FM Listeners in Dhaka

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