Sal institute of management

Project report on A study on effectiveness of Beti Bachao Campaign

Prepared by : Harsh B Patel (118070592024) Gautam Panchal (118070592086)

Advertisement
What Is advertisement?

Classification of advertisement
Print Advertising Broadcast Advertising Outdoor Advertising Covert Advertising Public Service Advertising

Social Advertisement
What is social Advertisement? Some of famous campaigns done in gujarat
Bole Gujarat Bell Bajao, Ring Ring Tum chalotoh Hindustan chale Do boond Zindagi ki Ek, Anek aurEkta and Mile surmeratu mhara

Beti Bachao Campaign - an overview

How this campaign is started? Symbol of Beti Bachao Campaign

Slogans

Research methodology

Objectives of Research

Primary objective
To check the effectiveness of Beti Bachao Campaign through print media on adult people in central Ahmedabad.

Secondary objectives
To explore the awareness rate of Beti Bachao campaign To study the perception of individuals towards this campaign. To study utility aspect of this campaign.

Research design
In initial stage, the research design was exploratory in nature than it will become descriptive research design.

Research Instrument & Data Collection

Primary data: Questionnaire
Secondary data: News paper, Books, Internet, Government, Publications, Journals, Magazine

Sampling Design
Sampling unit: For the purpose research we choose adult (above 18 years) respondent from Central Ahmedabad Sample size: 200 adult respondent Sample procedure: Convenience sampling

Assumptions
Sample is truly representative & there are no biases in selection of sample There are no biases in collection of data. It is assumed that, answers given by respondent were true.

Data Analysis
How did you come to know about this campaign?
Source of information

2%

4% 6%

11%

T.V 18% News papers Magazine Hoardings Social activity NGOs 43% Other

16%

 Do you think promotional activity done on Beti Bachao Campaign is sufficient?

Promotional activity on campaign is sufficient

45% Yes No 55%

 Rate the government initiatives on this campaign?

Rating of Government initiative

60

50

40 Respondent

30 No. of respondent 20

10

0 1 2 3 Rating 4 5

 What do you think is the main reason for high baby girls death rate in India?
Reasons of high baby girl death rate

4% 17%

Male dominated country

Craze for boy child.

41%

Economic and environmental condition of country

Mindset of People 35%

3%

Other

 Which print media you prefer the most for this campaign?

Preference of print media

6% 11%

News Paper 44% Magazine Posters 21% Brochures

Others

18%

 Is the print media advertisement appealing to you?

Print media appealing to you?

7%

Yes No

93%

 After knowing this did, you do any activity to save girl child?
Any activity done to save girl child

17%

Yes No

83%

 In compare to other social campaign how would you rate this campaign?
Compare to other social campaigns
80
70 60 50 40 No. of respondent 30 20 10 0 Very Good Good Average parameters Poor Very Poor

Respondent

 Please rate on various parameters regarding print advertisement.

Awareness
250

200

No of respondent

150

100

50

A. Attention seeking 21 39 46 63 31

B. Interest arousal 31 32 61 22 54

C. Influence of content 12 65 22 54 47

D. Retention 39 31 52 41 37

E. Involvement desire 22 46 38 61 33

1 - Strongly disagree 2 - Disagree 3 - Neutral

4 - Agree
5 - Strongly agree

Knowlwgde
250

200

No of respondent

150

100

50

0 1 - Strongly disagree 2 - Disagree 3 - Neutral

F. Relevant 17 29 59 29 66

G. Offensive 67 59 31 27 16

H. Influential 41 42 63 33 21

I.

Believable 24 29 30 54 63

J. Convincing 30 34 46 43 47

K. Memorable 26 59 61 31 23

4 - Agree
5 - Strongly agree

Attitude change
250

200 No of respondent

150

100

50

0 L. Attitude shift 1 - Strongly disagree 2 - Disagree 3 - Neutral 4 - Agree 5 - Strongly agree 52 46 53 20 29

M. Positive message reception 66 57 24 37 16

N. Favorable cognitive processing 28 29 33 63 47

O. Persuasive communication to others 25 26 37 71 41

Behaviour change
250

200

No of respondent

150

100

50

Q. Positive behavioural intention

33 46

R. Propensity S. Behaviour to change contemplation 23 26 48 46

T. Habitual actions 12 51

U. Behavioural sustainability 23 45

1 - Strongly disagree 2 - Disagree 3 - Neutral 4 - Agree 5 - Strongly agree

43
41 37

22
68 61

36
29 41

69
48 20

71
22 39

 Overall how would you rate the effectiveness of this campaign?

Overall Effectiveness of the Campaign
100 90 80 70 60 50 40 30 20 10 0 Very effective Effective Average parameters Ineffective Very ineffective No. of respondent

Rspondent

Hypothesis testing

Z -test
Measuring the effectiveness of Beti Bachao Campaign ( Q. No. 20) H0 = 50% of the respondent believes that the Beti Bachao campaign is effective H1 = 50% of the respondent believes that the Beti Bachao campaign is not effective The level of significance is set at 0.05 Z Calculated is 3.68 Z Tabulated 6.31

In compare to other social campaign how would you rate this campaign? ( Q. no. 18)
H0 = More than50% of the respondent believes that the Beti Bachao campaign is highly effective than the other social campaign and it is very much effective H1 = More than50% of the respondent believes that the Beti Bachao campaign is not highly effective than the other social campaign and it is very much effective. The level of significance is set at 0.05 Z Calculated is 6.65 Z Tabulated 6.31

chi- square test

Checking relation between age of person with main reason for high baby girl death rate H0 = There is no dependency between age of person and reason he believe for high baby girl death rate. H1 = There is dependency between age of person and reason he believe for high baby girl death rate. Alpha has been specified as 0.05. The critical value is = 0.05, 16 = 26.296

 collect the sample data

Male dominate d country 18-30 31-40 41-50 51-60 61 & above 7 11 6 9 1

Craze for boy child

Economic & environmental condition 0 2 3 0 0

Mindset of the people 37 16 27 2 0

Other

Total

34 22 11 4 0

3 2 2 0 1

81 53 49 15 2

Total

34

71

82

200

 analysis of data The contingency table with the observed and expected frequency is shown in table.
Male dominate d country 18-30 31-40 41-50 51-60 61 & above Total 7(13.77) 11(9.01) 6(8.33) 9(2.55) 1(0.34) 34 Economic & environmental condition 0(2.025) 2(1.25) 3(1.23) 0(0.38) 0(0.05) 5 Mindset of the people 37(21.26) 16(13.78) 27(12.74) 2(3.9) 0(0.52) 82

Craze for boy child

Other

Total

(28.76) 22(18.22) 11(17.40) 4(5.33) 0(0.71) 71

3(3.24) 2(2.12) 2(1.96) 0(0.6) 1(0.08) 8

81 53 49 15 2 200

Expected frequency cell = Expected frequency cell = =13.77 (expected value of first cell)

= 72.88

At 95 % confidence level, the critical value obtains from the chi square table is 0.05, 16 = 26.296 is calculate is 72.88 this is more than tabulated value and falls in the rejection region. Hence, the alternate hypothesis accepted and the null hypothesis is rejected. This shows that the there is relation between age of person and reason given by them for the high baby girl death rate in society.

Findings
Government is able to achieve achieved great success in this campaign. Promotional activity of this campaign in print media is less effective in compare to other social campaign. Most of the people are thinks that newspaper is the most suitable medium for the Beti Bachao campaign. 1. Richness 2. Cost Main reasons among the difference in sex ratio are craze for the boy child and mindsets of the people. Generally people are hesitating to talk about this activity in public.

 Legal system of government is very weak. Most of the people have positive reaction on this campaign bat when it comes to do action related to save girl child very few of them are taking initiative.

Suggestions
Frequency of the advertisement. Various campaigns program organized in such way so that people should take interest in it.

There is lack of innovation in their advertisement.

Government should come up with some creative ideas so that involvement of people increases. Need to improve legal system Celebrity endorsement

Limitations
Both primary and secondary information used bat there is still 100% perfection cannot be claimed. Language barrier Survey limited to restricted area Budgetary Constrain Time constraint

Some of the respondents were hesitating to give wholehearted opinions due to fear.

Bibliography
Web sights http://www.nrigujarati.co.in http://betibachao.com www.census2011.co.in http://www.savegirlchild.org Books NAVAL BAPAI-Quantitative Analysis C.R. Kothari- Research metholodogy,2ed edition News Paper Times Of India

Thank You