INSTITUTE OF MANAGEMENT RESEARCH AND TECHNOLOGY

INDIAN YOUTH READERSHIP TRENDS

SUBMITTED TO Prof. IRAM AHMAD

SUBMITTED BY Kailash Chandra PGDM 2ND SEM

EXECUTIVE SUMMARY

The report contains the introduction of the national book trust and national council of applied economic research .this report tells us about the survey done by NBT & NCAER on the reading habits of Indian youth. It also contains the methods and techniques adopted by me for collecting data. I have collected data with the help of internet & find some facts about the readership of the youth.

This report contains the information about the readership.National Youth Readership Survey ( NYRS-2009) covered various aspects pertaining to reading habits and readership development among youth in a fairly detailed manner. The demographic profile of Indian youth, according to sex, age, level of education,occupation and other socio-economic characteristics has been prepared. How often,how much and what does todays youth read? What types of reading materials do they generally seek? What are their preferences and interests with regard to reading subject matter? Why do they read and what are their attitudes towards reading? What were their motivations for reading? What are the conditions conducive for developing reading habits? How significant was the influence of reading role models and peers on reading habit formation? Do they read to acquire new skills and knowledge, or to improve existing talents? Do other sources of information like TV and internet affect reading habits? These are some of the important questions that are answered in the report along with other findings.

I have soughted out some beneficial data from the collected data which include the percentage of literate and illetrate people in india, percentage of youth,percentage of regular readers, periodic readers, etc . this data I have collected from the survey conducted by the NBT & NCAER. At last I have also given some recommendations related to the report.

RESEARCH METHODOLOGY
The research study is descriptive in nature, statistical techniques are used to study the number respondent. There are three of methods for marketing research. These are as follows:i. The Observation Method ii. The Experimental Method iii. The Survey Method

i.

THE OBSERVATION METHOD: Under the observation method, the information is sought by way of investigators own direct observation without asking respondent hence data are collected on the banks of observation no talk take place.

ii. THE EXPERIMENTAL METHOD: Experimentation is not easy to define. It

will refer to that Research Process in which one or more variables are manipulated under candidacies that permits the collection of data that show the effects if any of such variable in confused fashion. Such a definite indicates that the distinction between experimental and non experimental research may some times be a matter of degree rather is based on the concept that small scale experimental is useful to indicate the expectations of large scale experiment. Never their well designed experiment even through it can not replicate total market. Candidates can provide guidance and information for decision making.

iii. THE SURVEY METHOD: The information gathered directly from individuals is

cooled survey method. a) Personal Interview

b) Mail Survey

c) Telephonic Survey

FINDINGS OF THE REPORT:

The youth population in India (13-35 years) was 459 million, constituting about 38 percent of the total population of the country,and is expected to reach 574 million by 2020. It is significant that of the total literate youth,62 per cent (206.6 million) live in rural areas and the rest (126.1 million) in urban areas.Of all the literate youth in the country, about 44 per cent are females About 82 per cent of the total estimated literate youth are Hindus, 13 per cent are Muslims, and 2 per cent each Sikh and Christian. The share of Hindus increases with the level of education; however, in the case of other religions, particularly Muslims, the shares at different educational levels show a visible declining trend Hindi is the principal medium of instruction; however, as the youth go for higher education the proportion of Hindi as the medium of instruction declines . The 2009 indian youth population was estimated to be 459 million.

Nearly 38% of the total population falls under youth category (13-35).

About 73% of the youth are literate .

 61.1% of literate youth lives in rural area.

81.5% of the literate youth are Hindus. 73% of the literate Indian youth belongs to the other backward castes (OBCs), scheduled castes (SC), and tribes (ST)

Only 9.6% are graduates. The newspaper continues to be the most important source of information.

RECOMMENDATIONS

Government should take steps to increase the reading habits of the youth, because when the youth will read more they will gain more knowledge. More reading facilities should be provided at schools and colleges. Public and private sector library must increase in numbers.

Although a larger proportion (61%) of the literate youth are satisfied with their overall achievement, the percentage of those not satisfied (34%) is still too large to merit closer observation. There was a distinct difference in the satisfaction levels of those who had the reading habit (70%) and non-readers (58%). newsapers/magazines and television emerged as the main sources of information about the development programmes, so people should be made aware of these sources. About 75 per cent literate youth evinced some amount of interest in science-25 per cent being very much interested in science and 50 per cent being fairly interested.so better facilities should be provided to these kinds of the readers.