CNBC: OOH Viewing

CNBC: OOH Viewing

Methodology followed

Research Design: We adopted Descriptive Research under which Questionnaires were used as a tool to collect information/data.

Type of Data: We collected Primary Data and no Secondary Data has been collected.

Sampling Design:

a. Population: All the people who have TV in their shops and offices.

b. Sample Unit: All the shops and offices excluding Corporates and places where Collective Viewing takes place.

c. Sample Size: 100

d. Sample Size achieved: 79

e. Source List: No source list was available as such.

f. Sampling Method: We followed Non-Probability Sampling and under this we followed Convinience Sampling.]

No. of establishments targeted: 800

No. of establishments who have TV in their shops: 150 (18.75%)No. of establishments who responded: 79 (9.8%)

No. of establishments who watch CNBC: 31 (39%)

No. of establishments who dont watch CNBC: 48 (61%)

Areas Covered: Mulund, Ghatkopar, Dadar, Fort, Lamington Road, Grant Road,

Bandra (W), Santacruz, Andheri, Kandivli

Breakup of 31 Respondents who watch CNBC:

Stationery Shops: 7

Clothings: 7 (includes Tailors also)

Electronics Shops: 10 (includes 1 cyber Caf, 1 Music House, 3 Mobile Shops and 5

Appliance Shops)

Estate Consultants: 3

Others: 4 (includes Jewelers shops, Optical, Kirana Shops)

Breakup of 48 respondents who dont watch CNBC:Stationery Shops: 5

Clothings: 7

Hardware Shops: 3

Electronic Shops: 13 (Includes Mobile Shops, Phone booth, Computer Shops, Repair

Shops and Appliance Shops)

Opticians: 2

Medical Shops: 2

Photo Studio: 2

Others: 15 (includes Liquor Shop, Dairies, Travels, Caterers, Tyre Shop, Steel Shops,

etc.)

Respondents who consider TV as a source of Business News but dont watch CNBC: 14

Respondents who dont consider TV as a source of Business News but watch CNBC: 2

Some findings:

1. TV ownership among Garments shops (including Tailors) and Opticians is very high)

2. Electronic Shops owners do watch CNBC

3. Being Shares Market news available on Aaj Tak and Zee News, viewer ship of CNBC is falling among small shop owners.

4. People are aware of CNBC but they dont receive from their Cable Operator.

5. People dont know watch CNBC is.

6. CNBC is ignored as it is considered an English channel

7. Majority of the audience are not aware of Hindi programmes aired on CNBC.