Vol. 1, Issue 12, Part O (2015)

Abstract
With the entries of private players in FM Radio segment, FM Radio has gained popularity in India. This article examines the attractive factors affecting consumer behavior of FM Radio Listeners in Surat City, for this software SPSS is use for Factor-Analysis and a sample of 400 respondents representing the listener of RM Radio in the Surat city have being analyzed. The researcher has used descriptive research design and structured questionnaire is used as a tool of data collection. The dependent variables were attractiveness factors represented by these variables, namely Entertainment with good frequency, Sharing songs and other information, RJ, Location to listen radio, Escape from boredom, Language spoke on radio and Value added Radio Programs. The independent variables were the demographic profiles of consumers namely, age, gender and occupation.