A Study on Effectiveness of Radio Advertising on Buying Behaviour of Urban Consumers in Major Cities of Madhya Pradesh

Abstract

newline Radio is the most popular and inexpensive means of communication in India. Along with entertaining the audience with songs in various languages, this also helps in social progress of people along with their empowerment. The world had witnessed the birth of radio nearly a century ago as per sources. Later in 2001, the sector was open for privatization, which led to the influx of the private broadcasters, which changed the rule of the game. newlineWhile travelling, exercising or doing anything, one can enjoy listening to the songs based on the choice. Further, this media is also handy just like Smartphone. Means, one can be busy in other tasks while listening to his/her favourite songs. One can not carry television everywhere, that s why radio is easy to manage. Currently there are 388 FM channels from private sector which are running in more than 100 cities of the country with maximum presence in metro cities. Most of the channels belong to the existing media groups like Times of India, Hindustan Times, Dainik Bhaskar, Dainik Jagran etc. newlineTill 2019 FM radio industry was witnessing a growth of 7 percent based on annual compounded rate. Due to pandemic, FM radio industry revenues went down from 3110 Crore Rs. in 2019 to 1433 Crore Rs. However, there is gradual recovery observed from 2022 and it is expected that it will resume to the initial levels by the end of 2023. newlineAs per industry reports, in India, the radio has nearly 24 billion market size in Rupees. By the year 2025, it is expected to reach to nearly 35 billion. With a growth of nearly 7 percent, this market is poised to grow further. As more of the channels would come in Tier I cities and as more cities in Tier II and Tier III would be added, the growth will scale up. newlineAdvertisements are major source of revenue for private FM broadcasters. Due to localized approach, many advertisers prefer FM channels. Further, during festive seasons, there is huge boom of advertisements. Due to repetitions, audience becomes acquainted with a particular product or