counsumer behaviour
Post on 14-Apr-2018
215 Views
Preview:
TRANSCRIPT
-
7/27/2019 Counsumer Behaviour
1/69
ACKNOWLEDGEMENT
Success in any endeavor can never be achieved single handedly. It requires guidance,co-operation and support by many individuals. A number of people have contributed
towards making this project a success. Some have contributed to this work by their
valuable suggestions and advice while others were our pillars of support from which
we drew our inspiration and strength.
At this juncture, we express our profound gratitude to Mr. Subodh kumar-Manager
RMD Dept.,The Times of India Ahmedabad for giving us this opportunity to
undertake our summer internship in this esteemed organization. We take this
opportunity to thank Mr. Manoj senior officer, Ahmedabad, for his great support.
We would like to thank again manager of RMD. Dept. Mr. Subodh Kumar who
guided us all along during the course of our project. There are many others at The
Times of India office , who have shared with us their experience and knowledge and
we owe our heartfelt gratitude to each one of them.
We would like to give thank to Mr. Ashok Solanki, HR Dept. Manager The Times
of India Ahmadabad, who help us to meet with Mr. Subodh Kumar for the project.
We are extremely thankful to our institution to provide us such a great opportunity. It
has been a great learning experience on our technical as well as personal aspects. Our
sincere thanks to Director N.K.Kapoor and Prof. Manish Parihar, Parul Institute of
Management S, Vadodara, for his great support and guidence.
We are thankful to each and every person who has contributed his surplus for thecompletion of this project and also for the completion of this report. Working on this
wonderful project was a unique experience. Knowledge, experience and confidence
gained by this project will be useful for the rest of our career.
Vimal Chauhan Kedar Kshatriya
-
7/27/2019 Counsumer Behaviour
2/69
CONTENTS
Description Page No.
Acknowledgement i.
Contents
List of tables ii.
List of figures iii.
List of Abbreviation iii.
Abstract iv.
1.Introduction
i.Projectii.Industry
iii.Company
01
05
08
17
2. Methodology 27
3. Analysis & Interpretation 30
4. Findings & inferences 54
5. Recommendations 57
6. Conclusion
Appendices
Bibliography
-
7/27/2019 Counsumer Behaviour
3/69
List Of Tables:
LIST OF TABLES
S.no Table Title Page No.
1. TABLE 1.2.1 Worlds biggest newspaper by circulation 11
2. TABLE 1.3.1 Showing Company Detail In Brief 16
3. TABLE 1.3.2 Showing SWOT of The Times of India 18
4. TABLE 1.4.1 Showing The Times of India inbrief 19
5. TABLE 1.4.2 Pricing of newspaper for a week 27
6. TABLE 1.4.3 Competitors of TOI details throughout India 29
7. TABLE 3.1 showing category of respondents 34
8. TABLE 3.2 showing different newspapers 35
9. TABLE 3.3 showing different attitude 36
10. TABLE 3.4 showing scale of quality of information of TOI 37
11.TABLE 3.5 showing how much extra cost will important for
respondents
38
12. TABLE 3.6.1 Showing effect of providing TOI free of cost 39
13. TABLE 3.6.2 Frequency of reading TOI at free of cost 4014. TABLE 3.7 showing reliability of information 41
15. TABLE 3,8 showing the problems faced by respondents 42
16. TABLE 3.9 showing dislike in TOI by students 43
17.TABLE.3.10 showing respondents who having problem with
language of TOI
44
18. TABLE. 3.11showing coverage of local news 45
19.Table 3.12 showing people who think TOI is going to add
value
46
20. TABLE 3.13 showing information provided effectively to you 47
21.TABLE 3.14 showing T.V and RADIO give more knowledgethan TOI
48
22. TABLE 3.15 Showing qualification of students 49
23. TABLE 3.16 showing different newspaper read by students 50
24. TABLE 3.17 showing attitude towards TOI 51
25. TABLE 3.18 Showing Effect Of Paying Extra Cost TOI 52
26. TABLE 3.19 showing problems of students 53
-
7/27/2019 Counsumer Behaviour
4/69
28.TABLE 3.20 showing problem with understanding language of
TOI.
54
29.TABLE.3.21 Showing No Of Respondents Think TOI Is
Going To Add Value To Their Life.
55
30. TABLE.3.22 Showing Who Is Giving More Knowledge ThanTOI
56
List .Of Figures:LIST OF FIGURE
S.no Figure Title Page No.
1. FIGURE NO 1.3.1Showing different branches of BCCL. 16
2. FIGURE NO 1.3.2 Showing publishing centers if TOI. 17
3. FIGURE NO 1.3.3 The Mantra Of Company. 17
4. FIGURE NO 1.4.1 Showing different areas of business. 23
5. FIGURE NO 1.4.2 Showing branches of TOI. 23
6.FIGURE NO 1.4.3 Showing Other Departments Of The Time
Of India.
25
7.FIGURE NO 1.4.4 Showing various functions of RMD
department.
26
8. FIGURE NO 1.4.5 MARKET SHARE OF TOI. 28
9.GRAPH NO 3.1 Showing no. of respondents of different
category.
34
10.GRAPH NO 3.2 Showing No. of readers of differentnewspapers.
35
11.GRAPH NO 3.3 Showing attitude of respondents towards
TOI.
36
12.GRAPH NO 3.4 Showing % of quality of information ofTOI.
37
13.GRAPH NO 3.5 Showings percentage of importance of paying
extra cost forTOI.
38
14.
GRAPH NO 3.6.1 Showing Effect of provide TOI at free of
cost.
39
15.GRAPH NO 3.6.2 Showing frequency of reading newspaperat.
40
16.GRAPH NO 3.7 Showing reliability of readers on TOIinformation.
41
17.GRAPH NO 3.8 Showing percentage of respondents having
problem to read newspaper.
42
18.GRAPH NO 3.9 Showing-percentage of respondent who
dislike in "TOI".
43
19. GRAPH NO 3.10 Showing Percentage of respondents have 44
-
7/27/2019 Counsumer Behaviour
5/69
problem with understanding Language.
20. GRAPH NO 3.11 Showing local news coversby TOI. 45
21.GRAPH NO 3.12 Showing Percentage of No. of People who
think TOI going to add value in their life.
46
22. GRAPH NO 3.13 Showing effectiveness of providinginformation by TOI.
47
23.GRAPH NO 3.14 Showing - T.V. radio give more knowledge
than TOI.
48
24. GRAPH NO 3.15 Showing qualification of students. 49
25.GRAPH NO 3.16 Showing- Percentage of newspaper read by
students.
50
26.GRAPH NO 3.17 Showing Attitude Of Most Of Students Are
Good.
51
27 GRAPH NO 3.18 Showing No. Of Students Who AffectedWith Paying Extra Cost.
52
28. GRAPH NO.3.19 Different Problems Faced By Students. 53
29.GRAPH NO 3.21 Showing-Percentage of understanding
language of "TOI".
54
30.GRAPH NO 3.22 Showing percentage of people think The
times of India is going to add value in their life.
55
31.GRAPH NO3.23 Showing Percentage of people think that T.V
RADIO or Internet give more knowledge than TOI.
56
2List of abbreviationS. N. 1. TOI The Times of India.
-
7/27/2019 Counsumer Behaviour
6/69
EXECUTIVE SUMMERY
PROJECT TITLE: Know consumers behavior towards Times Of
India
PRODUCT : Times Of India, Ahmedabad
We have successfully completed our 2 months internship at Times Of India
Ahmedabad for the assigned project titled Know the consumers behavior towards
Times Of India. Mr. Subodh Kumar, Manager of Result and Market Department,
was our project guider who guided us how to carry on with the project.
Purpose of the study:
1) The main objective of the research wasTo study the factors affecting aptcustomers to read TOI.
This project is also expected to accomplish following task:-
1. To find Preference of students or customers towards newspapers.2. To understand media habits to consumer.3. Attitude towards TOI.In our project we had been assigned the task to find out reasons why apt
customers (who know English) do not read The Times of India newspaper and which
factors make them uncomfortable about TOI. For that we went to Institutes,
Societies, Tuition classes, Gardens, Seminar Halls and where our potential customers
can be found. We surveyed respondents by interview and filled our questionnaire.
-
7/27/2019 Counsumer Behaviour
7/69
During this we came across with many problems which was cleared after discussing
with our guider (RMD manager).
This report includes an overview of the project undergone during the summer
training. This report is mainly divided into four chapters:-
I. In the first chapter, we have mentioned the Introduction and limitation of theproject, introduction of industry, company or product Times Of India and
competitors of the Times of India.
II.
The second chapter of the report mainly focuses on the Methodology and
objectives of the study used during the training. It focuses on how we carried
out our research.
III. The third chapter consists of analysis and findings about the company and itsproduct Times of India newspaper. That is purely based on our survey during
the training of 8 weeks.
IV. The last chapter summarizes the whole report and gives theRecommendations, Conclusion and Source of the data. And also we have
attached questionnaire in an annexure, which was prepared in order to get the
information from customers.
For our project we took sample size of 400 respondents. After that, we analyzed the
questionnaire filled by the respondents and came to know that people have the
problem with the language of TOI newspaper, young generation want to take news
from electronic media and educated people also like to read Gujarati newspapers.
We have also considered their precious suggestions and recommendations given by
customers.
-
7/27/2019 Counsumer Behaviour
8/69
CHAPTER 1
AN
INTRODUCTION
1.1 PROJECT1.1.1 Problem statement and justification1.1.2 Objective and scope
1.2 INDUSTRY1.2.1 Background1.2.2 Porters Five forces modal
1.3 COMPANY1.3.1 Introduction1.3.2 SWOT Analysis
1.4 PRODUCT PROFILE
1.1 THE PROJECT DETAILS
-
7/27/2019 Counsumer Behaviour
9/69
1.1.1 Problem statement and justification:
English is an international language. Everybody not only in India but also
throughout the world wants to cope-up with English language. According to some
facts and figure, approx 40 crore people speak it as a secondary language and 35crores people claim as their native language.
For learning English language, English newspaper is best and cheapest
medium. In Times group, The Times of India is English broadsheet newspaper with
highest circulation in India. By reading English newspaper not only they will get
knowledge and daily news but also their English will also improve a lot.
If we look at target market in Ahmedabad
Total population of Ahmedabad is = 50 lakh
Suppose 4 members in one family
Then total family in Ahmedabad is = 12.5 lakh (50/4)
Out of 12.5 lakh families, only 70% is literate = 8.6 lakh (70% of 12.5)
Now person who can read TOI is 30% of 8.6 lakh = 2.4 lakh
But circulation of TOI is = 1 lakh
[All figures are in approx]
Market is full of opportunity; just we need to grab it. Approx 1.4 lakh
people are not reading TOI. So our problem area becomes To find out various
Reasons behind why apt customers do not read TOI. And convince them to read
TOI. For that we took sample size 400.
-
7/27/2019 Counsumer Behaviour
10/69
1.1.2 Objective and scope
Now according to our problem, we need to define the objectives of project.
So these are objectives:-
1) Preference of students or customers towards Times of India newspapers.
2) To study the factors affecting apt customers to read TOI.
3) Attitude of respondents towards TOI.
4) To study the market development strategy ofThe Times of India.
We conducted survey on 400 respondents with different category. For that we went to
institutes, hostels, shopping mall, gardens and different societies. We made report on -
when we asked them are you reading TOI newspaper and they said no. So
limitation of our report is-
1. But when they say YES then why are you reading TOI.2. Which type of news you like the most in TOI.3. Specific area or location (Paldi, kalupur, Naroda, Bapunagar) wise survey.4. Nearer regions (Gandhinagar, Mehsana, Kalol) of Ahmedabad.5. Satisfaction level of existing customers.
-
7/27/2019 Counsumer Behaviour
11/69
1.2 INDUSTRY
1.2.1 A Brief on Newspaper Industry
Press is the fourth estate the other three being the legislative and the
judiciary. It owes its emergence following long struggle between the disputes and
people for establishment of democracy and representative institutions. The press is
supposed to play crucial role of a watchdog to see that, the foreside in situation
functions fairly within the constitution of framework and serve the people of whose
they were created.
The newspaper can initially be defined as a written means of conveying
current information. This means that the first organized attempt to provide such a
service occurred in ancient Rome. Where newsletters conveyed what was going in the
capital to the father reach of the Roman Empire.
According to the survey of world association newspaper yomiuri shim
buna Japans news paper stands in rank 1in Worlds 100 largest news paper. The
circulation of yomiurishin bun is nearly about 1.4 crores. There are 15 Indian
newspapers in the least.
Table no. 1.2.1worlds biggest newspaper by circulation
NEWSPAPER COUNTRY
CIRCULATION
(THOUSANDS) LANGUAGE OWNER
8THE TIMES
OF India India 3,146 EnglishBCCL
32 THE HINDU India 1,272 EnglishKasseri &Sons Ltd.
Source: Wikipedia.com, list of 100 top circulation newspapers
The United States newspaper publishing industry was $59 billion. Industry
was employing approximately 356,000, according to the Newspaper Association of
America and the U.S. Department of Labor. Now the news paper industry of
-
7/27/2019 Counsumer Behaviour
12/69
developed countries like USA, UK, and Canada is declining. However the industry is
growing at around 20% in Asia.
In Asia due to 3 reasons industry is growing
Increase in the literacy rate. Overall Economic growth in India and China. The reach of the news paper in the rural market.
Indian newspapers are the cheapest in the world. Newspaper companies in
India came to be projected as public service institutions after independence.
However, in the late 1980s, they became just another fast moving consumer
commodity. The companies started aggressive marketing and promotional strategies
to increase circulation and readership. The industry witnessed tough competition
both regionally and nationally. In 1999, the top 10 newspapers accounted for about
90% of the readership and the top two made 90% of the profits. There was fierce
competition for the advertising rupee by late 1990s; electronic media like television
had made a dent into the print media revenues. Print media was facing a squeeze due
to the increasing popularity of television-initially colour television and then satellite
television.
MICHAEL PORTERS FIVE FORCES MODAL
1. BARGAINING POWER OF BUYERSa) Importance of Buyers and Size of Each Order: For, Newspaper Company
(1) vendor is a first customer (2) readers are second customer. Vendors have
fix commission with company so they do not have bargaining power of buyer
in their hand. Readers also do not have a bargaining power. But big
organization has bargaining power in their hand. Example when we went to tie
up with organizations, organizations were negotiating with prices and no. of
copies.
b)Switching Cost and Price Sensitivity: The individual does not havebargaining power in his hand but an organization has example- we went to
institute for tie-up they were negotiating with not only with prices and volume
but also with good commissions, otherwise they are going to tie-up with other
companies. In this, Vendors are also playing a major role. If they get good
-
7/27/2019 Counsumer Behaviour
13/69
commission from other newspapers then they are going to deliver those
newspapers. As before The Times of India had a price of one rupee so
Vendorwala was getting 33 paisa commission (33% of price) if he deliver it to
reader, But if he sell it to Raddiwala than he is going to get more profit than
deliver it to reader. So he will sell fresh newspaper to Raddiwala.
Otherwise he will deliver other English newspapers to get good commission (1
rupee).
c) Differentiations Of Product: Every newspaper companies are different fromeach others, like The Times of India is a premium brand one who started as
a first English newspaper in India, friendly nature with the customers and
takes opinion from customers, deliver life trend of Ahmedabad, property news
and career news. This type of news is not delivered by any other newspapers.
2. COMPETATIVE RIVALRY AMONG FIRMSa) Switching Cost: Switching cost of one English newspaper to another
newspaper is very low so people can easily switch over from one company to
another. Eg:- Price of The Hindu and Business Standard newspapers are
around Rs. 3 to 4 and cost ofThe Times of India is around Rs. 2, So readers
can easily switch over from any newspaper to The Times of India. But when
DNA was launched, people were switching over from other English
newspaper to DNA. So The Times of India launched Ahmedabad mirror to
compete with DNA so that exiting readers do not switch over because of price.
b) Exit Barrier: There is a free exit in this industry. c) Customer Loyalty: Every company wants to make loyal customer to their
company. In this TOI is pioneer in gaining customer loyality.
3. THREAT OF SUBSTITUTESa) Substitutes Performances: Substitutes of the newspaper industry are
magazines, local area newspapers, T.V., Radio, internet because of
improvement in technology. People like to give advertisements on internet,
T.V., radio etc. All new media or electronicmedia formats deliver the
news faster than printed newspapers. So they are the main threats of
newspaper industry.
b)Price Performance Alternatives: Getting news from internet, T.V. radio atfree of cost or low cost.
-
7/27/2019 Counsumer Behaviour
14/69
c) Buyers Psyche Toward The Product: Buyers may think like- I do not havetime to read newspapers, I am getting same news at internet, Newspaper just
fill their space by any ordinary news.
4. BARGAINING POWER OF SUPPLIERa) Size of Supplier: Main supplier of this industry is paper manufacture
companies. Most of the newspaper companies of India are customers of USA
paper companies. There are limited companies that make paper for Newspaper
Company, so the rates are not competitive.
b) Importance of Buyer to Supplier: Every supplier company wants to makeclose relationship with buyers who are regular customers of their product. If
Newspaper Company is giving large order regularly they will make good
relationship with them and will do less bargaining. Like in case of TOI and
The Hindu, same paper manufacturing company will do less bargaining with
TOI than The Hindu newspaper because TOI have more circulation than
The Hindu newspaper.
c) Extension Of substitute Of Product: As technology increases day by dayand this becomes a main threat for newspaper industry. Internet and mobile
are biggest substitute of newspaper. They are giving tough competition to
newspaper industry by giving information to reader at no cost.
5. THREATS OF NEW ENTRYa) Economics Of Scale: If any new firm wants to enter in this market then they
need high investment or more capital and maximum support from advertisers.
To achieve economies of scale they need maximum no. of readers. Domestic
player cannot achieve scale of economies very easily because there is not only
tough competition among companies but also a lot of substitutes available in
market like radio, T.V etc.
-
7/27/2019 Counsumer Behaviour
15/69
1.3 COMPANY
1.3.1 Introduction to Company
Mrs. Indu Jain
Chairperson
Mr. Samir Jain Mr. Vineet Jain
Vice Chairperson Managing Director
-
7/27/2019 Counsumer Behaviour
16/69
Thought Of Company
COMPANY IN BRIEF
Table No. 1.3.1 Showing Company Detail In Brief
Bennett, Coleman and Co. Ltd.
Type Private
Founded 1838
Headquarters Delhi
Industry Broadcasting, Publishing, Media, internet
and Entertainment
Products Films, Television, Magazine, Newspapers
and Websites etc.
Revenue $700 million USD (Aug 2007)
Employees 7000(2007)
Figure 1.3.1showing different branches of BCCL
-
7/27/2019 Counsumer Behaviour
17/69
Main Businesses: Its main business and major brands The Times of India-
first morning compact daily.
Subsidiaries: Its subsidiary companies are-TPT, TIML Golden Square, Times
Syndication service, TIL & ENT, TGB and WWM etc.
The Times Group (BCCL):
BCCL: is the largest media services conglomerate in India. It reaches out from: 11
publishing centers, 15 printing centers, 55 sales offices, Over 7000 employees,5
dailies including two of the largest in the country with approx 4.3 million copies
circulated daily, 2 lead magazines, 29 niche magazines, Reaching 2468 cities and
towns, 32 Radio Stations,
MISSION
Create & build brands with differentiated content to capture relevant audiences and
market the value of these to advertisers to help them sell and strengthen their brands.
THE MANTRA
figure 1.3.2 showing publishing centers if TOI.
-
7/27/2019 Counsumer Behaviour
18/69
Figure 2.3.3 The Mantra Of Company
1.3.2 SWOT ANALYSIS
Table 1.3.2 showing SWOT ofThe Times of India-
INTERNAL FACTORS
STRENGTHS (+ve) WEAKNESSES (-ve)
Oldest newspaper (1838). Big Brand, good reputation in the minds of
customer.
1st rank in circulation in India& 8thin world. Invitational prices. Launches good campaign. Daily English newspaper with rich
supplements.
Good support from Times groupcompanies.
World class printing machine-Geoman,Goss
110,000 copies per hour
Late & repeated news Less information about stock
market
Grammar and vocabularymistakes.
Pictures of nude girls Late circulation in small cities Lake in covering useful news
for competitive students
OPPORTUNITY THREATS
-
7/27/2019 Counsumer Behaviour
19/69
1.4 Profile OfThe Times of India
The Times of India (TOI) is a leading English-language broadsheet daily
newspaperin India. It is owned and managed by Bennett, Coleman & Co. Ltd. which
is owned by the Sahu jain family. The newspaper has the widest circulation among
all English-language broadsheets in the world. In 2008, the newspaper reported that
(with a circulation of over 3.14 million copies) it was certified by the Audit Bureau of
Circulations as the world's largest selling English broadsheet newspaper and making
them as the 8th largest selling newspaper in any language in the World. According to
Indian Readership Survey (IRS) 2008-R2 it has gained readership by 13.3 million
ranking them as the Top English Newspaper in India by readership.
Product Detail In Short:
Table 1.4.1 showing The Times of India in briefTYPE Daily newspaper
FORMAT Broadsheet
OWNER Bennett, Coleman & Co. Ltd
EDITOR-IN-CHIEF Jaideep Boss
FOUNDED 1838
Literacy rate increases day by day. People focus more on career, education
etc.
English is international language.Everyone wants to learn it.
Life style being hi-fi.
People are getting knowledgeform Internet, T.V., Radio etc.
Day by day readership of TheHindustan (2position)
and The Hindu (3 position)increases very fast.
EXTERNAL FACTORS
http://en.wikipedia.org/wiki/Broadsheethttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulationshttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulationshttp://en.wikipedia.org/wiki/Worldhttp://en.wikipedia.org/wiki/Worldhttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulationshttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulationshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Broadsheet -
7/27/2019 Counsumer Behaviour
20/69
LANGUAGE English
HEADQUARTERS New Delhi
WEBSITE www.timesofindia.com
History:
The first edition appeared on November 3, 1838 known as "The Bombay
Times and Journal of Commerce". In 1961 its name became The Times of India.
The first edition appeared on November3, 1838
known as "The Bombay Times and Journal of
Commerce". The issue is published twice a
week. Dr. J.E. Brennan was first editor and he
was also Secretary of the Chamber of
Commerce. Rs 30/- was the annual subscription
rate.
1850
Company decided to increase shareholders and the share
capital, so the paper converted into a daily
http://www.timesofindia.com/http://www.timesofindia.com/http://www.timesofindia.com/ -
7/27/2019 Counsumer Behaviour
21/69
1861
Editor Robert Knight amalgamates The
Bombay Times, Bombay Standard and
Bombay Telegraph & Courier to form The Times
of Indiaand gave it a national character.
1890: Editor Henry Curwen buys TOI in partnership with Charles Kane.
1892
Following the death of Henry Curwen, T.J. Bennett becomes the editor and entersinto a partnership with F.M. Coleman toform a joint stock company - Bennett,Coleman & Co. Ltd. (BCCL).
1929
The Times of India Illustrated Weekly renamed The
I l lu strated Weekly OfIndia
1948
Sahu Jain Group becomes the owners of the company.
Shanti Prasad Jain is the first Chairperson of the group.
1950
Navbharat Times launched. The
TOI Crest changed from the lions to
elephants Dharmayug, Hindi weekly
pictorial magazine launched
1952
-
7/27/2019 Counsumer Behaviour
22/69
Filmfare- first film magazine in English launched
1959 Femina- first
womens magazine in English launched
Except this Times group has entered into various other places like-
Supplements
The Times of India comes with several city-specific supplements, such as
Ahmadabad Times, Delhi Times, Bombay Times, Hyderabad Times, Lucknow Times,
Nagpur Times, Bangalore Times, Pune Times, Chennai Times and Calcutta Times.
Other Regular Supplements Include:
-
7/27/2019 Counsumer Behaviour
23/69
Times Wellness, Education Times, Times Ascent, ZIGWHEELS, Mumbai Mirror,
Bangalore Mirror, Pune Mirror, Times Life, Rouge, What's Hot, Address, The Times
of South Mumbai (In South Mumbai),Calcutta Times.
BUSINESSES AREAS
Their business areas are Publications, Finance, Music, Retailing, Media, Radio, and
Internet products, Events, Charitable Trusts and Education.
Figure No.1.4.1 showing different areas of business
Branches :{ Locations}Ahmadabad , Bangalore , Bhopal
, Calcutta , Chandigarh , Chennai ,
Cochin , Delhi , Hyderabad , Jaipur ,
Lucknow , Mumbai , Kandivali , Patna ,
Pune.
[Figure No. 1.4.2 showing branches of TOI]
AHMEDABAD BRANCH
-
7/27/2019 Counsumer Behaviour
24/69
The Ahmadabad Branch was established before 38 years with lunch of TheTimes of India Edition. Subsequently The Economic Times in English and
Gujarati were lunched in Ahmadabad.
The Ahmadabad also has in its feather following brands: ZOOM TIMES NOW RADIO MIRCHI and TIMESJOB.com
Mission of TIMES OF INDIA:The Times of India is the aggregator of content in any form in
the infotainment Industry. We collect & sell content to right target
audience
-
7/27/2019 Counsumer Behaviour
25/69
-
7/27/2019 Counsumer Behaviour
26/69
FUNCTIONS AT AHMADABAD BRANCH
Production Department Editorial Pre-Press Press
Marketing Department RMD Response
Figure No.1.4.3 showing Other Departments Of theTime Of India
RMD (RESULT AND MARKET DEVELOPMENT)
DEPARTMENT OF MARKETING:
Figure No 1.4.4 showing various functions of RMD department
-
7/27/2019 Counsumer Behaviour
27/69
THREE INTERESTING THINGS ABOUT The Times of India-
Sell less than cost of newspaper (10-15 Rs). Always not looking to increase no. of copies to sell. Attached Profile of Reader.
DISTRIBUTION CHANNEL OF TOI:
There are three ways to sell the TOI
1. CASH SALES: Take newspaper from pan wala or any shop in cash2. SUBSCRIPTION SALES: Pay money in advance and read TOI3. LINE SALES: Maximum % of sales comes from this method. Money
collection works in
reverse order.
Figure:
Chain of line sales.
In Ahmadabad branch,
RMD Dept. uses both Pull and Push strategy for market development.
Pull strategy Push Strategy
BRANDING:
Branding:An ongoing activity through which you can create an image in the mind
of customer about your product. Now branding ofTOI -
THROUGH CAMPAIGN Lead India Teach India Clean India Economic Times in college
-
7/27/2019 Counsumer Behaviour
28/69
OTHER LOCAL PROGRAMMESPricing of TOI: Price of TOI vary according to day called as zigzag
pricing or differential pricing like-
Table no. 1.4.2 Pricing of newspaper for a weekMonday 2 Rs.
Tuesday 2 Rs.
Wednesday 2.5 Rs.
Thursday 2.5 Rs.
Friday 2 Rs.
Saturday 2.5 Rs.
Sunday(Sunday Times) 5 Rs.
Price of newspaper also varies according to life cycle of newspaper like
Till 12 pm- 2.5 Rs
From 12 pm to 3 pm- 2 Rs
From 2 pm to 6 pm- 1.Rs
TOI Is Pioneer In Invitation Pricing:
Price at which customer automatically attract towards products called as
invitation price. To understand this we take one example hypothetically.
Suppose the price of newspaper is 3 rupees and circulation is 1 lac from
Monday to Saturday. Now suppose on Wednesday they made 1 rupee of newspaper
in which they had maximum no. of pages.
As result of this, on Wednesday sales get tripled. Because those who could not
purchase it, now they (non-TOI readers) got opportunity to purchase and read
TOI. By passage of time (After 5-7 Wednesday) they became TOI reader. This is
called as invitation prices.
Then same things were done by competitors. After one year both company
blooded with 1000 million rupees. After this TOI made 5 rupees per day on same
day (called as reverse pricing). Due to high price, customer reduced from 3 lakh to 2
lakh but company still benefit because no. of customer is more than 1 lakh with 5
-
7/27/2019 Counsumer Behaviour
29/69
rupees cost of newspaper. And people going to give 5 rupees because they become
habituated with this newspaper.
Competitors cannot go for reverse strategy. Because they do not have good branding
when compare with TOI. By this way competitors will not survive.
By these techniques, they develop their market. Now Market share ofTOIis50%
FIGURE1.4.5 MARKET SHARE OF TOI
COMPETITORS DETAIL OF TOI THROUGHOUT THE INDIA:TABLE:- 1.4.3 Competitors of TOI details throughout India
The H indu The H industan Times
TYPE DAILY NEWSPAPER DAILY NEWSPAPER
FORMAT BROAD SHEET BROAD SHEET
OWNER KASTURI & SONS HT Media LTD
PUBLISHER N.RAM Shobhana Bhartia
EDITOR N.RAM Vir Sanghvi
FOUNDED September 20,1878 1924
LANGUAGE ENGLISH ENGLISH
Political allegiance --------- Centrist
HEADQUARTERS CHENNAI New Delhi, India
CIRCULATION 12,72,000(Citation needed) 1,143,000 Daily website
Business
standard
2%
Indian
Express
5%DNA
6%
The Hindustan
Times
18%The
Hindu20%
Times OfIndia49%
PERCENTAGE OF MARKET SHARE
-
7/27/2019 Counsumer Behaviour
30/69
WEBSITE THE HINDU www.hindustantimes.co
The Indian Express DNA
TYPE DAILY NEWSPAPER DAILY NEWSPAPER
FORMAT BERLINER BROAD SHEET
OWNER Indian Express Group Diligent Media cor.
EDITOR Shekhar Gupta R Jagannathan
FOUNDED 1931 July 30,2005
LANGUAGE ENGLISH ENGLISH
HEADQUARTERS Mumbai, Chennai,Madurai, India
Mumbai
CIRCULATION Mumbai, Chennai,
Madurai, India
4,00,000
WEBSITE The Indian Express.com Official site-Paper
Syndication site
(www.wikipedia.com)
CHAPTER 2
http://www.hindustantimes.com/http://www.hindustantimes.com/http://www.hindustantimes.com/ -
7/27/2019 Counsumer Behaviour
31/69
METHODOLOGY2.1 Market Research
2.1 MARKETING RESEARCH:
The systematic and Objective process of gathering, recording and analyzing
data for aid in making business decision or finding solution of business problems.
The task of marketing (business) research is to generate accurate information
for use in decision making.
Research Process:
Every research project has order of sequence of activity. In this project, these
are main activities (stages).
Stage (1) Defining the problem:
-
7/27/2019 Counsumer Behaviour
32/69
Problem isTo find out reasons why apt customers do not read The Times
of Indianewspaper
The objectives of project are: -
1) Preference of students or customers towards newspapers.2) To study the factors affecting apt customers to read TOI.3) To understand media habits to consumer.4) Attitude towards TOI.5) To study the market development strategy ofThe Times of India.
Stage (2) Research Design:
Research Design is master plan specifying the methods and procedures
for collecting and analyzing the needed information.
Research type: Descriptiveresearch
Method used: By Pilot survey
Procedure: went in colleges, hostels, multiplexes, various halls, BPOs and
many other places.
Stage (3) Planning for sample:Students who know English.
Sample size: 400 persons who know English
Source of Data: Primary data & secondary data
Primary Data:getting by survey Secondary Data: Web site ofThe Times of India, Old articles,
projects, books.
Research Instrument:Questionnaire.
Types of Questions in Questionnaire:Open ended question and
Closed ended question. Most of questions are in likert scale. Shortly these
questions are going to measure-Attitude towards TOI, importance of
-
7/27/2019 Counsumer Behaviour
33/69
cost to choose newspaper, availability of time and value addition by
TOI in their life etc.
Sampling Method: Random Sampling method will be used for
gathering the necessary information.
Stage (4) Collecting the Data: We went different-different places of
Ahmadabad city like Institutes, shopping malls, gardens, BPOs, Colleges and taking
personal interview.
Stage (5) Analyzing the Data
CHAPTER 3
-
7/27/2019 Counsumer Behaviour
34/69
Analysis And Interpretation
Analysis:-
Question No. 1
1) What are you doing?(A)Student (B) Employee (C) Businessman (D) Other (please specify)....
TABLE NO. 3.1 Showing category of Respondents
Category Students Employees Businesspersons Others
No. of categories ofnon-TOIs 263 82 49 6
Mode = Students(263)
GRAPH NO.3.1 Showing No. of respondents of different category
-
7/27/2019 Counsumer Behaviour
35/69
As per survey conducted
Study was focused on those individuals who know English but do not readEnglish newspaper.
According to above graph, students and employees were major segments thatconsist of approx. 86% of total non-TOI readers.
Question No. 2
2) Which news paper are you reading?1) Sandesh 2) Gujarat Samachar 3) The Indian Express
4) The Hindu 5) Business Standard 6) Ahmadabad Mirror
7) Divya Bhaskar 8) Other (Please Specify):____________________
TABLE NO.3.2 Showing different Newspapers
0
50
100
150
200
250
300
Students Employees Businesspersons Others
263
8249
6
Newspaper Sandesh D.B. I.E.
The
Hindu B.S. A.M. G. S OTHER
No. of
Readers 73 212 20 10 24 49 117 15
Mean 50 Mode = Divya Bhaskar (212)
-
7/27/2019 Counsumer Behaviour
36/69
GRAPH.NO. 3.2 Showing No. of readers of different newspapers
`
Divya Bhaskar and Gujarat Samachar are the most circulated newspapers;approx 63% educated individuals are reading those newspapers in
Ahmedabad.
These two newspapers are read by educated person, who know the Englishvery well, so this is the big opportunity to extend the market and convince
them to read TOI.
Only approx 23% educated people reads English newspapers.
Question No. 3
3) How do you feel when you hear the name ofThe Times of India?( Please tickon any one of graphics)
[ [ [ [ [ [
TABLE NO. 3.3 Showing different attitude
Attitude(Graphical Scale) Good Neutral Bad
No. of respondents whose attitude
towards TOI 248 126 26Percentage of attitude towards 62 32 6
0
50
100
150
200
250
Sandesh D.B. I.E. TheHindu
B.S. A.M. G.S OTHER
Sandesh73
Divya
Bhaskar212
20 1024
49
GujaratSamachar
117
15
No. of Readers
-
7/27/2019 Counsumer Behaviour
37/69
TOI
Mean = 80 Mode = Good (248)
GRAPH NO.3.3 Showing attitude of respondents towards TOI
Approx 62% educated respondent who dont read The Times of India buttheir attitude towards Times of India is good. This shows TOI having good
brand or image in the mind of potential customers.
Approx 32% educated respondent are having neutral attitude towards Times ofIndia. These respondents read Times of India very hardly. These Guajarati
people know English but like to read Gujarati newspaper. They may not be
much aware of the importance of TOI product
Question No. 4
4) What do you think about quality of information ofThe Times of India ascompare to other English newspapers?
(A)Excellent (B) Good (C) Fair (D) Poor (E) Cannot sayTABLE NO.3.4 Showing scale of quality of information ofTOI
Good62%
Neutral32%
Bad6%
Percentage of attitude towards "TOI"
Good
Neutral
Bad
QUALITY Excellent Good Fair Poor
Cannot
say
No. of respondents 121 205 40 6 28
Percentage of Quality of
information provided by TOI 30 51 10 2 7
Mean = 80 Mode = Good (205)
-
7/27/2019 Counsumer Behaviour
38/69
GRAPH NO.3.4 Showing % of quality of information ofTOI
The quality of information provided by the Times of India is good becauseapprox. 30% respondents said excellent and 51% good. This shows that The
Times ofIndia information is too specific and the newspaper is too friendly
in nature.
Above mean there are two categories 1.Excellent and 2. Good. So we can saythat the most of people think TOI have quality of information with simple
language.
Question No. 5
5) If you are subscribing any other newspaper then a expert says to purchase TheTimes of India than extra cost ofThe Times of India will important for you
(A) Very important (B) Fairly important
(C) Neutral (D) Not so important (E) Not at all important
TABLE NO. 3.5 Showing how much extra cost will important for respondents
Scale
VeryImportant
Fairlyimportant Neutral
Not soImportant
Not at allimportant
No of respondentswho think Importanceof paying Extra costofTOI over beingSubscribed newspaper 92 98 114 71 25
In % 23 24 29 18 6
Mean = 80 Mode = Neutral (114)
GRAPH NO. 3.5 Showings-
Excellent30%
Good51%
Fair10%
Poor2%
Cannot7%
Percentage of Quality of information
provided by TOI
Excellent
Good
Fair
Poor
Cannot say
-
7/27/2019 Counsumer Behaviour
39/69
Every educated or non educated family is subscribing English or Guajaratinewspaper (except Times of India); if any person from that family wants to
read TOI then they have to pay extra amount forTOI. This extra amountis very important for them. Now according to survey approx 47% respondent
said this extra amount is important for them so they do not read TOI.
For approx 24% respondents did not given importance to extra cost of TOI.And they became agree to subscribe newspaper.
Approx 29% are neutral in paying extra cost. These respondents were firstconvinced with importance of TOI and they gave us their address and contact
number for subscription but their parents do not read and write English so they
are subscribing non- English newspapers as they were not able to convince
their parents. This is my assumption that this type of people come in thiscategory.
Question No.66) (a) If somebody provide you The Times of India at free of cost, than are
you going to read it? why________________________________________
TABLE NO. 3.6.1 Showing effect of providing TOI free of cost
GRAPH 3.6.1 ShowingPercentage of effect of providing TOI at free of cost
V. Imp.23%
Fairly Imp.24%
Neutral29%
Notso Imp.
18%
Not at
all imp6%
Importance of paying Extra cost of
"TOI" over being Subscribed
newspaper
Very Important
Fairly important
Neutral
Not so Important
Not at all important
Scale
Freeof
Cost
Improve-ment in
Language
Inform-
ation
Good
Content
Good
Reputation
NationalandInternational
News
NotInter-
Estedpercentage
of effect of
providing
TOI at
free of cost 57 7.28 13.1 6.79 2.42 1.45 12.13
Mean Approx 60 Mode = Free of cost (57%)
-
7/27/2019 Counsumer Behaviour
40/69
According to our survey, approx 57% respondents are ready to read TOInewspaper, if we provide at free of cost, it means that they are aware about it
but they dont want to subscribe it, maybe they dont feel worth to its price or
may be lack of communication of times of India.
31% respondent are ready to read because they know the benefit of readingtimes of India like to improve their English language, to get general
knowledge, national and international news.
Approx 12% respondent are not interested to read newspaper because they aregetting the news from other sources like TV, radio, internet or from the
market.
(b) What will be frequency of reading The Times of India?
(A) All of the time (B) Very often (C) Often (D) Sometime (E) Hardly ever
TABLE NO. 3.6.2 Frequency of reading TOI at free of cost
FREQUENCY
All of the
time
Very
often Often
Some
time
Hardly
ever
Frequency of
reading TOI 117 117 67 78 21
Mean 80 Mode 117
GRAPH 3.6.2 Showing Frequency of reading newspaper at free of cost
Because youprovide
Free of Cost57%
Improvement inLanguage
7%
for gettingInformation
13%
Good Content7%
Good Reputation
2%
National andInternational
News2% Not
Interested12%
Effect of provide TOI at free of cost
-
7/27/2019 Counsumer Behaviour
41/69
If we provide TOI at free of cost than 234 respondents said that they aregoing to read newspaper very often, it means they like this newspaper, want to
read it but they might be thinking that cost ofTOI newspaper is high.
Mean is 80 which is near to 79, less than 117, it means average people is goingread newspaper very often. There may be gap of communication of value or
importance ofTOI to target readers.
Question No. 7
7) How much reliable information ofThe Times of India is?(A) Very much (B) Much (C) Neutral (D) Not much (E) Not at all
TABLE NO. 3.7 Showing reliability of Information
Category Scale
Very
much Much Neutral Not Much
Not at
all
No of respondents who think
Reliability of information of
TOI 117 164 84 28 7
Mean 80 Mode = Much (164)
GRAPH NO. 3.7 Showing reliability of readers on TOI Information
0
20
40
60
80
100
120
All of the time Very often Often Some thing Hardly ever
117 117
67
78
21
All of the time Very often Often Some thing Hardly ever
-
7/27/2019 Counsumer Behaviour
42/69
According to our survey, approx 281 out of 400 respondents rely oninformation provided by Times of India, because of following these three
reasons
1. Strongest brand in newspaper2. Not adding mirch masala in newsby TOI.3. TOI takes opinion from readers not vice-a-versa
Question No.8
8) Ticks on more than two relevant boxes.Time constrains to read any (English and Gujarati) newspaper.
More time consumption to read English newspaper (TOI)
Not easily available in your area (service/delivery problem )(mention area____________________________________)
Requirement to read other newspapers.
Mention name
Prefer to read Gujarati newspapers at your home
TABLE NO.3,8 Showing the problems faced by respondents
Category
Scale
Time
Constraints
Any
Newspaper
Time
Consumption
For TOI
Not
Easily
Available
Read
Other
Newspaper
Prefer
Gujarati
News
Paper
At
0
50
100
150
200
Very much Much Neutral Not Much Not at all
117
164
84
28
7
Category scale
-
7/27/2019 Counsumer Behaviour
43/69
Home
No.of
respondent 134 110 45 29 106
IN % 31 28 11 6 24
Mean 85 Mode Time constrains (134)
GRAPH NO.3.8 Showing-
Like metro cities, Ahmedabad people do not have time to read newspaper.They update themselves by Internet, T.V. and radio.
They just watch T.V. channels where channels like AAJ TAK, CNBCgive information of every half an hour and get news.
Approx 28% respondents have problem of time consumed to read any Englishnewspaper, their English is not much improved so they get irritated by this and
ultimately they switch over from English to Guajarati newspaper. In Gujarat state, most of peoples mother tongue is Gujarati and th eir culture is
also Gujarati, so approx 24% respondents prefer to read Gujarati newspapers
at their home. Educated family is also subscribing one Gujarati newspaper at
their home so their family members are definitely going to read Gujarati
newspaper.
Question No. 9
9) Anything you dislike in The Times of India.___________________________________________________
time
constraints31%
timeconsumption
28%
not easilyavaileble
11%
required to readother newspaper
6%
prefer gujaratinewspaper at
home 24%
percentage of respondents having
problem to read newspaper
-
7/27/2019 Counsumer Behaviour
44/69
TABLE NO. 3.9 Showing dislike in TOI by students
GRAPH NO.3.9 Showing-
Approx 58% respondents like each and every thing whatever comes in TOI. But some of them said that they could not subscribe and read it in front of their
family because of sexy images of modals, some said more advertisement.
Question No. 10
10) Problem with understanding the language ofThe Times of India?A)
Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO.3.10 Showing respondents who having problem with language of
TOI
Scale
Strongly
Agree Agree Uncertain Disagree
Strongly
disagree
No. of respondents haveproblem withunderstanding language 63 161 72 77 27
In % 16 40 18 19 7Mean 80 Mode Agree(161)
Nothing58%
Sexy image22%
More ad.14%
Other6%
percentage of respodent who dislike in
"TOI"
nothing
sexy image
more ad.
other
DISLIKE Nothing
More
Advertise
Ments Sexy Images Other
Respondents who
dislike in TOI 232 56 88 24
In % 58 14 22 6
Mean = 66 Mode Nothing(228)
-
7/27/2019 Counsumer Behaviour
45/69
GRAPH NO. 3.10 Showing-
APPROX 56% respondents are agree with problem of understanding languageof TOI so it shows that respondents are very weak in understanding English
language .
Gujarati people like to read Gujarati newspaper than English newspaper eventhough they know English very well.
They said that they are more comfortable with Gujarati. So they like to readGujarati newspaper.
Question No.11
11) Lacking in cover local news that other newspapers cover?A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO. 3.11 Showing coverage of local news
Scale
Strongly
Agree Agree Uncertain Disagree
Strongly
disagreeCoverage of
news 59 86 155 84 15
In % 15 21 39 21 4
Mean 80 Mode Uncertain(155)
GRAPH NO. 3.11 Showing local news cover by TOI
S. Agree16%
Agree40%
Uncertain18%
Disagree19%
7%
percentage of respondents have problem
with understanding language
Strongly Agree
Agree
Uncertain
Disagree
Strongly disagree
-
7/27/2019 Counsumer Behaviour
46/69
If we look at graph then we can find that approx 36% respondents agree withthat TOI is lacking in covering local news. They like to read local news first
than national. They find more local news in local newspaper like Divya
Bhaskar and Gujarat Samachar.
Approx 39% respondents are uncertain about this. It means TOI is lackingin covering local news or people are not aware about it.
Only approx 21% people disagree. Here mean is 80 and every data except uncertain are close to mean. Morevalue is above mean that also prove that TOI lacking in covering local news.
Question No. 12
12) Do you thinkThe Times of India is going to add value to your life?A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO.3.12 Showing people who think TOI is going to add value
Scale
Strongly
Agree Agree Uncertain Disagree
Strongly
disagree
No. of People who
think TOI going to
add value in their life 79 169 99 32 21
Mean 80 Mode Agree(169)
GRAPH 3.12 Showing -
S. Agree15%
Agree21%
Uncertain39%
Disagree
21%
4%
Strongly Agree
Agree
Uncertain
Disagree
Strongly disagree
-
7/27/2019 Counsumer Behaviour
47/69
248 respondents agree with TOI going to add value in their life if they readTOI. So it shows TOIs importance in their life.
They think that by reading TOI their English, life style, status are going toimprove.
99 respondents are uncertain about it.
Question No. 13
13) Is The Times of India providing information effectively to you?A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO. 3.13 Showing information provided effectively to you
]
GRAPH NO 3.13 Showing effectiveness of providing information by TOI
Strongly Agree79
Agree169
Uncertain99
32 21
No.of People who think TOI going to
add value in their life
Strongly Agree
Agree
Uncertain
Disagree
Stronglydisagree
Scale
Strongly
Agree Agree Uncertain Disagree
Strongly
disagree
Effectiveness of
information 93 127 105 49 26
Mean 80 Mode Agree(127)
-
7/27/2019 Counsumer Behaviour
48/69
Effectiveness of providing news to reader ofTOI is good. 127 respondentsagree with this thing.
105 respondents are not aware about effectiveness of providing English news.
Question No. 14
14) Are T.V., Radio or internet giving more knowledge than TOI?A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO. 3.14 Showing T.V and RADIO give more knowledge than TOI
Scale
Strongly
Agree Agree Uncertain Disagree
Strongly
disagree
knowledge more than
TOI 82 120 110 51 37
In % 20 30 28 13 9
Mean 80 Mode Agree(120)
GRAPH NO. 3.14 Showing -
0
20
40
60
80
100120
140
StronglyAgree
Agree Uncertain Disagree Stronglydisagree
93
127
105
49
26
Effectiveness of information
-
7/27/2019 Counsumer Behaviour
49/69
Internet, radio, T.V. and new emerging threat mobile are now main source ofinformation. And because of this, newspaper industry is facing problem.
People like to watch T.V., listening radio and new and big sources of
information are Internet and mobile, people like assess this.
So 50% respondents agree with T.V., radio and internet give them moreknowledge than a newspaper.
28% respondents are not aware about that which is going to give moreknowledge electronic media or print media.
NOW WHAT STUDENTS ARE THINKING ABOUT TOI?
1) Qualification Of Students(1)S.S.C (2) H.S.C. (3) Diploma (4) Graduate (5) Post Graduate (6) Others___
TABLE NO. 3.15 Showing qualification of students
Qualificationof students H.S.C S.S.C Diploma Graduates
Postgraduates Others
EngIneers
No. ofStudents 7 54 15 81 16 13 74
Mode Graduates(81)
GRAPH NO. 3.15 Showing qualification of students
S. Agree
20%
Agree30%Uncertain
28%
13%9%
T.V. radio give more knowledge than
TOI
Strongly Agree
Agree
Uncertain
Disagree
Strongly disagree
-
7/27/2019 Counsumer Behaviour
50/69
Out of 263 students, 81 are graduates, 74 are engineers and 54 are H.S.Cstudents. So majority of students are graduate and engineers.
Question No. 2
2) Out of 263 students who read newspaper which news paper are they reading?
1) Sandesh 2) Gujarat Samachar 3) The Indian Express
4) The Hindu 5) Business Standard 6) Ahmadabad Mirror
7) Divya Bhaskar 8) Other (Please Specify):____________________
TABLE NO.3.16 Showing different newspaper read by students
Newspaper Sandesh
DivyaBhaskar I.E.
TheHindu
BusinessStandard
A
MGuj.S. ET DNA
No. ofnewspaper
read bystudents 54 143 13 6 16 49 90 3 4
In % 14 38 3 2 4 13 24 1 1
Mean 45 Mode Divya Bhaskar(143)
GRAPH NO. 3.16 Showing-
0
20
40
60
80
100
7
54
15
81
16 13
74
No. of Students
-
7/27/2019 Counsumer Behaviour
51/69
Majority of students are graduates, engineers. They are well matured tounderstand value of English, but still they prefer to read Gujarati newspaper like
38% of students like to read Divya Bhaskar and 24% Gujarat Samachar.
Approx 24% students like to read English newspaper. 62% students might be habituated to read Guajarati newspapers as Gujarati
newspaper coming at their home. Above mean there are 4 newspapers except Ahmedabad Mirror, all three
newspapers are Gujarati. It proves that average students are reading Gujarati
newspapers
Question No. 3
3) How do you feel when you heard name ofThe Times of India?(Please tick on any one of graphics)
TABLE NO.3.17 Showing attitude towards TOI
Attitude Good Neutral BadNo. of students 176 78 9
14%
DivyaBhaskar
38%3%
2%
4%
13%
Guj. S24%
1%1%
Percentage of newspaper read by
students
Sandesh
Divivy Bhaskar
I.E.
The Hindu
Business Standard
Ahmedabad Mirror
Guj. Samachar
ET
DNA
-
7/27/2019 Counsumer Behaviour
52/69
GRAPH NO. 3.17 Showing Attitude Of Most Of Students Are Good
Approx 70% students having good attitude towards TOI. It means they like toread TOI may be in their college library, friends home or where TOI is
coming.
78 students attitude is neutral because these students like only Gujarati orlocal newspapers and read TOI very rarely.
Question No. 4
4) If you are subscribing any other newspaper then a expert says topurchase The Times of India than extra cost ofThe Times of India
will important for you
(A) Very important (B) Fairly important
(C) Neutral (D) Not so important (E) Not at all important
TABLE NO. 3.18 Showing Effect Of Paying Extra Cost TOI
0
20
40
60
80
100
120
140
160
180
Good Neutral Bad
176
78
9
no of students
Mean Approx 90 Mode Good (176)
category scaleveryimportant
fairlyimportant neutral
not soimportant
not at allimportant
no. of 64 59 72 55 12
-
7/27/2019 Counsumer Behaviour
53/69
GRAPH NO. 3.18 Showing No. Of Students Who Affected With Paying Extra
Cost
Most of students do not have income source and decision power n their hand. Suppose students have income source but cannot take decision without taking
decision from his family members.
Question No. 5
5) Ticks on more than two relevant boxes.Time constrains to read any (English and Gujarati) newspaper.
More time consumption to read English newspaper (TOI)
Not easily available in your area (service/delivery problem )(mention area____________________________________)
Requirement to read other newspapersMention name
Prefer to read Gujarati newspapers at your home
TABLE NO. 3.19 Showing problems of students.
CATEGORY
SCALE
Time
constraintsany
Time
consumptionforTOI
Not
easilyavailable
Read
othernewspaper
Prefer
Guajaratinews
respondent
In % 24 23 27 21 5
Mean 52 Mode
very
important
24%
fairly
important
23%
neutral
27%
not so
important
21%
not at all
important
5%
-
7/27/2019 Counsumer Behaviour
54/69
newspaper paper athome
No. ofrespondent
134 110 45 29 106
In % 31 26 11 7 25
Mean 85 mode 134
GRAPH NO.3.19 Different Problems Faced By Students
Students are studying with job so they do not have that much of time to readEnglish newspapers.
Todays generation prefer news from T.V. internet and radio. So they do notprefer to read any newspaper.
26% students have problem with more time consumption to read Englishnewspaper because they always like to communicate in Gujarati language.
Question no. 6
6) Problem with understanding the language ofThe Times of India.A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO. 3.20 Showing problem with understanding language of TOI.
CATEGORY SCALEstronglyagree agree uncertain disagree
stronglydisagree
percentage of understandinglanguage ofTOI 30 106 53 63 10
In % 11 41 20 24 4
Mean 52 Mode Agree (106)
Time
constraints to
read any
newspaper31%
Time
consumption
to read eng.
newspaper
26%
Not easilyavaileble
11%
Required to
read other
newspaper
7%
Prefer gujarati
news paper at
home
25%
percentage of respondent
-
7/27/2019 Counsumer Behaviour
55/69
GARPH NO. 3.20 Showing-
Most important thing is understanding language of any English newspaper andapprox 52% students are facing this problem. Due to this they fear to subscribe
English newspaper and switch over Gujarati newspaper.
These students may be studying in Gujarati medium and do not required levelof English.
Question No. 7
7) Do you thinkThe Times of India is going to add value to your life?A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
Table No.3.21 Showing No Of Respondents Think TOI Is Going To Add Value
To Their Life.
Category scale Strongly
agree
agree uncertain disagree Strongly
disagree
Numbers of respondents 54 127 54 20 8
Percentage of people think
TOI is going to add value
in their life
20.53% 48.28
%
20.53% 7.6% 3.04%
strongly agree11%
Agree41%
Uncertain20%
Disagree24%
strongly disagree4%
Percentage of understanding language of
"TOI"
strongly agree
agree
uncertain
disagree
strongly disagree
-
7/27/2019 Counsumer Behaviour
56/69
Mean 52 Mode Agree (127)
Graph No.3.21 Showing
Most of the students are agree that Times of India is going to add value in theirlife they can improve their English.
They can also get general knowledge and update them self to sustain in thiscompetitive market.
Question No: 8
8)AreT.V., Radio or internet giving more knowledge than TOI?
A)Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO.3.22 Showing Who Is Giving More Knowledge Than TOI
Category scaleStrongly
agreeagree uncertain disagree
Strongly
disagree
Numbers of respondents 62 86 65 29 21
Percentage of people think
that TV. Radio23.57 32.69 24.71 11.02 7.98
Strongly
Agree 20% Agree
48%
Uncertiain21%
Disagree
8%
Strongly
Disagree
3%
percentage of people think that times of
india is going to add value in there life
Strongly Agree 54
Agree 127
Uncertiain 54
Disagree 20
Strongly Disagree 8
-
7/27/2019 Counsumer Behaviour
57/69
Mean 52 Mode Agree(86)
GRAPH NO. 3.22 Showing
Todays generation are very fast they are getting information from TV andradio and Internet they dont want to spend their time in reading newspapers.
Most of the students are spending their most of time in front of TV andInternet so they get most of information from there.
stongly agree
23%
Agree
33%
Uncertain25%
Disagree
11%
strongly disagree
8%
Percentage of people think that T.V
RADIO or Internet give more knowledge
than TOI
stongly agree 62
agree 86
Uncertain 65
Disagree 29
strongly disagree 21
-
7/27/2019 Counsumer Behaviour
58/69
CHAPTER 4
FINDING AND INFERENCES
INTERPRETATION OF QUESTIONNAIRE
Approx 86% respondents are students and employees, who are Non-TOIreaders.
Educated people also like to read Guajarati newspaper, because of theirconvenience with Guajarati language.
Because of good branding and too specific to information or news, approx81% respondent think, quality of information ofTOI is good.
If expert suggest then to read TOI then extra amount of TOI over beingsubscribe Guajarati newspaper, is very important for them.
Now if we provide TOI at free of cost, then 57% of respondent going to readit, it means Gujarati people do not feel worth to its prices or money is more
-
7/27/2019 Counsumer Behaviour
59/69
important them and frequency of reading TOI (if we provide TOI at free
of cost) is very often because 234 out of 400 respondents are ready to read
TOI every day.
231 out of 400 respondents rely on information provided by TOI because ofit brands, taking opinion from readers, and not adding mirch masala to it
news.
31% respondents do not have time to read newspaper because of tightschedule or job. They get news from T.V., internet and radio.
28% respondents have problem with understanding language of TOIbecause of Gujarati culture or do not know English perfectly.
24% respondents prefer Guajarati newspaper at home because; they habituatedto read Guajarati newspapers with their family members.
The Times of India comes with so many sexy images so member of familydo not like to read is front of members.
Most of respondent (approx 56%) have problem with language of TOI.There people prefer Ahmedabad Mirror not TOI.
If any newspaper does not cover local news, then nobody is interested tosubscribe it, approx 36% respondent agree with TOI lacking in covering
local news. But 39% respondents are uncertain about it.
Due to good branding, improvement in readers life, and status, 248 out of 400thinkTOI is going to add value in their life.
TOI provide effective information and 58% respondents like everything inTOI so respondent said whenever they get chance to read TOI, they read it.
They getting information very well.
50% respondents agree with, internet, radio and T.V. are providing moreknowledge than TOI. They like to take information, news from electronics
media only.
WHAT STUDENTS ARE THINKING ABOUT TOI
Most dominated qualification of students is graduated and engineers.
-
7/27/2019 Counsumer Behaviour
60/69
Most of students (graduated, engineers) are reading Divya Bhaskar andGujarat Samachar. Because they like or they do not know value of English.
They said we are getting\ knowledge from Guajarati newspapers.
47% respondent think that paying extra cost of TOI over being subscribenewspaper is important for them.
31% student having time constraints to read newspaper because they get thesenewspapers from friends or from anywhere else. They do not want to waste
their time to reading newspaper.
26% of students are not comfortable with English language, so they take moretime to understand and article and English newspapers.
25% of respondent prefer Guajarati newspapers at home. 68% respondents agree with TOI that TOI is going to add value in their
life if they read it regularly.
Approx 56% of students are like to take knowledge from internet, TV, radio.They do not like to spend their time to read newspaper.
-
7/27/2019 Counsumer Behaviour
61/69
CHAPTER 5
RECOMMENDATIONS
Recommendation for the Times of India
Students are the most potential market for TOI, so TOI Should give-1. Promotional schemes to organization, classes or schools so new
generation become habitual to TOI Only.
2. More career news on regular basis (twice or thrice a week) on TOInewspaper or start two supplements on career per week.
Give presentation on importance of TOI over other newspaper to thesereaders(specially students) because
1. 63% educated respondents (students 66%) are reading Guajaratinewspaper.
2. 32% respondents have neutral attitude.
-
7/27/2019 Counsumer Behaviour
62/69
3. Approx 50% respondents think extra cost of TOI, over beingsubscribed newspaper, is important for them.
To penetrate into the market for various reasons (based on finding andinferences.)
1. Make it compulsory for Vendorwala to put banner outside theirhome with toll free phone number and vendorwalas mobile number
and one lead line number.
2. Give toll free number on every copy of Times of India one specificlocation.
3. Give some copies (fix 100, 200) to persons are coming in big clubs tomake habituate to TOI.
4. Cover more local news like Divya Bhaskar in TOI.5. Start SMS alert on mobile of short news. For register mobile number
make some arrangement in TOI website.
6. Improve distribution channel in interior areas of Ahmedabad. As new generation like to take information from internet so improve e-paper,
make reader friendly, and make it easy to assess.
Tell disadvantage of going online like-eye problem, Cost of electricity,Computer, Internet. Tell cost calculation of going online and start
subscriptions.
Do not use abbreviation like SC (Supreme Court) Reduce semi-nude images of models. Improve Grammar mistakes in TOI. Start giving more news on stock market. Avoid repetition of news. During survey we found some strengths of TOI like-
1. Non-TOI have good attitude towards TOI.2. They thinkTOI provide quality of information.3. TOI will add value to their life.4. Provide information effectively5. They rely on information given by TOI.
-
7/27/2019 Counsumer Behaviour
63/69
TOI should high light these strengths in market to make them regular TOI
reader.
TOI should survey like the Divya Bhaskar is doing they should give thequestionnaire in their paper .Divya Bhaskar is doing this survey every six
months and find out the results of it and they will make the changes according
to the consumers preferences. We had attached that questionnaire.
-
7/27/2019 Counsumer Behaviour
64/69
-
7/27/2019 Counsumer Behaviour
65/69
CONCLUSION
CONCLUSION
-
7/27/2019 Counsumer Behaviour
66/69
From above survey we conclude that
Non-TOI reader has a problem with understanding language. TOI lack in covering local news like Divya Bhaskar. New generation like to take news from T.V, RADIO and INTERNET or any
electronic media.
Educated people like to read Gujarati newspaper. In Gujarati peoples mind, money is very important for them. During survey we found some strengths of TOI like-
1. Non-TOI have good attitude towards TOI.2. They thinkTOI provide quality of information.3. TOI will add value to their life.4. Provide information effectively5. They rely on information given by TOI
APPENDIX:
Questionnaire on which we conducted this survey is
-
7/27/2019 Counsumer Behaviour
67/69
SURVEY QUESTIONNAIRE FOR TIMES OF India
Please fill this to help Times Of India Serve You better.
(The information provided by you will be kept strictly confidential.)
(FOR PEOPLEWHO DONT" READ TIMES OF INDIA)
1) What are you doing?(A)Student (B) Employee (C) Businessman (D) Other please specify....
A) Which news paper are you reading?1) Sandesh 2) Gujarat Samachar 3) The Indian Express
4) The Hindu 5) Business Standard 6) Ahmadabad Mirror
7) Divya Bhaskar 8) Other (Please Specify):____________________
B) How do you feel when you heard name ofThe Times of India?( Please tickon any one of graphics)
C) What do you think about quality of information of The Times of India ascompare to other English newspapers?
(B)Excellent (B) Good (C) Fair (D) Poor (E) Cannot sayD)
If you are subscribing any other newspaper then a expert says to purchaseThe Times of India than extra cost of The Times of India will be
important for you
(A) Very important (B) Fairly important (C) Neutral
(D) Not so important (E) Not at all important
E) If somebody provide you The Times of India at free of cost, than are yougoing to read it? Why? - ______________________________________
What will be frequency of reading The Times of India?
(A) All of the time(B) Very often (C) Often (D) Sometime(E) Hardly ever
F) How much reliable information ofThe Times of India?(A)Very much (B) Much (C) Neutral (D) Not much (E) Not at all
G) Ticks on more than two relevant boxes.Time constrains to read any (English and Gujarati) newspaper.
More time consumption to read English newspaper (TOI)
Not easily available in your area (service/delivery problem )
(mention area____________________________________)Requirement to read other newspapers. (Mention name)
-
7/27/2019 Counsumer Behaviour
68/69
Prefer to read Gujarati newspapers at your home
H) Anything you dislike in The Times of India._________________________________________________________
RateThe Times of India (TOI) on these 5 scales.
s.no
Questions Stronglyagree
Agree Uncertain Disagree Stronglydisagree
10 Problem with
understanding the
language of The
Times of India.
11 Lacking in coverlocal news (anyinformation fun also)that other newspapers
cover?_____________How much % of thatinformation TheTimes of Indiacover?
0-20% 20-40 40-60 60-80 80-100
12 Do you think The
Times of India is
going to add value to
your life?
13 Is The Times ofIndia providing
information
effectively to you?
14 Are T.V., Radio or
internet giving more
knowledge than
TOI?
Personal detail:-
Name .Contact No.
(15) Education(1)S.S.C(2)H.S.C(3) Diploma(4) Graduate(5) Post Graduate(6) Others__________
BIBLIOGRAPHY:
Books:
Kotler, Philip, et al., Marketing Management: A South Asian perspective,(13th ed; Delhi: Dorling Kindersley (india) 1994) Ch.6 & 8.
-
7/27/2019 Counsumer Behaviour
69/69
Rao S. Shreenivas, Hand Book for Writers And Editors, (10th ed;Ahmadabad: (AMA2007) ch.6, page no. 49,ch.8, page no. 64-67,ch. 10, page
no.102-111.
Zinmund William G., Business Research Methods, (7th ed; New Delhi:Cengage Learning India Private Limited2002) ch.4, page no. 58-75
Internet:
S.no Name of site Article Name Date of the
site visited
1 www.wikipedia.com Times of India, the Hindu, the
Hindustan, Newspaper industry.
25 may 2009
1 www.newspaperin
dustry.com
Brief history of newspaper
industry.
30 may 2009
2 www.pbs.org What you should know about
newspaper industry?
30 may 2009
3 www.icmindia.com Case study of the Hindustan Vs
The Times of India.
30 may 2009
4 www.mpdailyfix.com What is going on in thenewspaper industry?
17 June 2009
5 www.indiatimes.com About company. 17 June 2009
6 www.taipeitimes.com
/News/editorials/archi
ves/2004/02/05/20030
97557
Archives of newspaper industry. 18 June 2009
7 DIVYA BHASKARNEWSPAPER Questionnaire of Divya Bhaskarnewspaper survey.
23 June 2009
http://www.wikipedia.com/http://www.wikipedia.com/http://www.newspaperin/http://www.newspaperin/http://www.pbs.org/http://www.pbs.org/http://www.icmindia.com/http://www.icmindia.com/http://www.mpdailyfix.com/http://www.mpdailyfix.com/http://www.indiatimes.com/http://www.indiatimes.com/http://www.taipeitimes.com/http://www.taipeitimes.com/http://www.taipeitimes.com/http://www.indiatimes.com/http://www.mpdailyfix.com/http://www.icmindia.com/http://www.pbs.org/http://www.newspaperin/http://www.wikipedia.com/
top related