Monika and Prachi Jain-Amar-Ujala

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    PROJECT REPORT

    ON

    STUDY OF CONSUMER BUYING BEHAVIOUR

    OF AMAR UJALA

    AT DEHRADUN

    SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

    BACHELORS DEGREE IN BUSINESS ADMINISTRATION OF HEMWANTI NANDAN

    BAHUGUNGA GARHWAL UNIVERSITY, SRINAGAR

    SUBMITTED T O

    INTERNAL GUIDE EXTERNAL GUIDE

    Name- Miss Parul Joshi Name- Mr. Bhutani

    Designation- Asst.Prof Company Name -Amar Ujala

    Dehradun Location Dehradun

    SUBMITTED BY:

    ROHIT MALI

    INSTITUTE OF MANAGEMENT AND TECHNOLOGY

    DEHRADUN

    BATCH 2009-12

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    ACKNOWLEDGEMENT

    The last two months with AMAR UJALA has been full of learning and sense of

    contribution toward the organization. I would like to thank AMARUJALA for

    giving me an opportunity of learning and contributing through this project. I

    would like to thanks all the people who knowingly and unknowingly supported

    me in my endeavour.

    As the student of ITM COLLEGE DEHRADUN, I would first of all like to

    express my gratitude to Mr.Bhutani for assigning me such a topic STUDY OF

    CONSUMER BUYING BEHAVIOUR to work upon inAMAR UJALA.

    During the actual project work, Miss Parul Goel (Project Guide) has been a

    source of inspiration through her constant guidance; personal interest;

    encouragement and help. I convey my sincere thanks to her in project .I am also

    grateful to her for responding confidence in my abilities and giving me the

    freedom to work on my project. The project couldnt have been completed

    without timely and vital help of other office staff. Special thanks to Mr. Jaypal

    for their invaluable guidance, keen interest,co-operation, inspiration and of

    coursemoral support through my project session.

    [ROHIT MALI]

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    CERTIFICATE

    This is to certify that ROHITMALI an B.B.A student of ITM College

    Dehradun has undergone a summer internship in AMAR UJALA.Under the title

    STUDY OF CONSUMER BUYING BEHAVIOUR OF AMAR UJALA

    AT DEHRADUN.He has successfully completed his project work in partial

    fulfilment for the award of BACHELORS OF BUSINESS

    ADMINISTRATION.

    This report is the record of the students own effort your able supervision and

    guidance.

    Miss. Parul Goel

    (Internal Guide)

    Date: .......................

    Place: Dehradun

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    DECLARATION

    This is to declare that the project STUDY OF CONSUMER BUYING

    BEHAVIOUR is entirely genuine work done by me without copying any

    material from any available source. It is authentic effort put in by me.

    ROHIT MALI

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    LIST OF CONTENTS

    Objective of the study..................................................................7

    Introduction................................................................................8

    Research Methodology..............................................................41

    Analysis.........................................................................44

    Finding......................................................56

    Recommendations..........................................................58

    Conclusion...............................................................64

    Bibliography or References....................................................65

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    OBJECTIVE OF STUDY

    Understand the development of the marketing concept.

    Define customer value, satisfaction, and retention.

    Exploring the link between marketing and Customer orientation.

    Identify the major factors that influence a consumers purchase decision

    and behavior.

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    About AMAR UJALA

    The foundation of AMAR UJALA was laid down by: Late Shri Dori Lal

    Agarwal and Late Shri Murari Lal Maheswari on 18th of April 1948, In Agra

    AmarUjala was launched on the 18th of April 1948 from Agra, as a 4page

    newspaper with a circulation of 2576 copies with an objective of promoting

    social awakening and introducing a feeling of responsibility among the citizens

    of a recently independent India. In keeping with these objectives that the

    publishers had set for themselves, the kind of news published was basically

    revolving around political and social issues and crime.

    Starting from that modest beginning, 20 years later Amar Ujala achieved a

    circulation of 20,000 copies and was servicing over 14districts in Western Uttar

    Pradesh. Growing slowly, but steadily, the turn of the century saw Amar Ujalaas one of the top 3 dailies of India. Not only has the newspaper shed the barriers

    of EASTERN Uttarakhand and spread itself across the entire state, but has also

    ventured into other neighbouring states.

    Today, Amar Ujala has a staggering circulation of over1,600,00 copies and

    a readership of over 3 million inUttar Pradesh

    andUttaranchalalone.Additionally Amar Ujala is now also a leading

    newspaper in Chandigarh, Punjab, Haryana, Himachal Pradesh and

    Jammu & Kashmir.

    Currently Amar Ujala publishes a16 page daily issue with more color

    pages in every edition. In addition to this, Amar Ujalaalso has in

    offering for readersthree color magazines,namely:

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    A) CAREER AND EDUCATION A YOUTH MAGAZINE EVERY

    WEDNESDAY.B) RUPAYAN- AAPKI PERSONAL FRIEND. AN ALL NEW WEEKLY

    MAGAZINEFORWOMANEVERY FRIDAY.

    C) SUNDAY ANAND - BOLE TO DIRECT BOLLYWOOD SE A

    COMPLETELYNEWLOOKFILMMAGAZINEEVERY SUNDEY.

    In addition to this Amar ujala also publishes AMAR UJALA YUWAN,

    which is been targeted for youth is a weekly newspaper price is Re 5/- news

    paper.

    Not ever deviating from the objectives with which the newspaper was

    originally started, even today Amar Ujala continues to be a completely unbiasednewspaper with a thrust on political and current events and developments in all

    fields across the nation and beyond. Over the years, a lot has changed in Amar

    Ujala. Using the latest state of the art technology and equipment, Amar Ujala is

    now being printed from 18 editions.

    Also in keeping with today's fast paced life, all printing

    centers are connected by latest technology to enhance speed of news

    dissemination. Also in keeping with today's fast paced life, all printing

    centersare connected by V-sat technology to enhance speed of news

    dissemination.To ensure quality of material and content, Amar Ujalahas a

    regular membership with AFP and AP.The latest photographs arethere fore

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    part of every edition. Amar Ujala has grown dramatically and has evolved

    with the changing times. The newspaper is known for some ground breaking

    journal even in today's cut throat competition; Amar Ujala is still selling

    Authenticity, Honesty and Trust.

    The group is now headed by Mr. Ashok Agarwal, ChiefEditor who provides

    the able guidance to the whole organization.

    In the year 2008 Amar Ujala has completed 60 glorious years of success.

    The noteworthy performance of the organization in the last sixty years is

    due to the dedication and cooperation of the members of Amar Ujala by which

    this group is continuously working towards serving the society.

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    Some Important Journalists writing for Amar Ujala

    1. Shashi Shekhar: Group Editor, Amar Ujala.

    2. Dr.Alok Puranik: Teaches Commerce at Delhi University.3. Prof. Pushpesh Pant: Prof. International Diplomacy, JNU.

    4. Devendra Sharma: Expert on Agriculture and Food police Analyst.

    5. Harvansh Dikshit: Reader in Law, Moradabad.

    6. Rajnath Singh Surya: Ex MP and Senior Journalist.

    7. Prof. Batrohi: Eminent writer and Director, Mahadevi Verma SrijanPeeth,

    Nainital.8. Subhash Dhuliya: Professor and Head, Communications Deptt, IGNOU.

    9. Kumar Prashant: Senior Journalist and Sarvoday Activist.

    10.SundarLal Bahuguna: Famous Chipko Leader and Environmentalist.

    1 1. G ir ir aj K is ho r: Em in en t N ov el is t a nd f or me r p ro fe ss or ,

    I IT, Kanpur.

    12 . Upendra P rasad :S r . Economi c Journa li s t and Ex . Resi den t

    Editor Nav Bharat Times, Patna.

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    With their hard work and motivation, Amar Ujala has expanded further and

    started its next publication from different cities accordingly:

    AGRA

    BAREILLY

    MEERUT

    MORADABAD

    KANPUR

    DEHRADUN

    ALLAHABAD

    JHANSI

    CHANDIGARH

    VARANASI

    JALANDHAR

    NEW DELHI

    NANITAL

    JAMMU

    DHARMSHALA

    ALIGARH

    GORAKHPUR

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    PRESENT SCENARIO

    Today AMAR UJALA is one of the leading Hindi news-paper inUTTRAKHAND with the opening of new publishing centres in subsequent

    years it has reached in every part of the state and is continuously stretching its

    arms to cover more and more area.

    It has its business offices in:

    MUMBAI

    NEW DELHI

    BANGALORE

    CALCUTTA

    AGRA

    MEERUT

    INDORE

    JAIPUR

    LUCKNOW

    BAREILLY

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    MORADABAD

    KANPUR

    ALLAHABAD

    ALIGARH

    DEHRADUN

    JHANSI

    REPRESENTATIVE OFFICES OF Amar Ujala are located at

    AHEMADABAD

    CHANDIGARH

    HYDERABAD

    CHENNAI

    PUNE

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    AMAR UJALA DEHRADUN

    Amar ujala , Dehradun covers these places:

    1. Dehradun

    2. Uttarkashi

    3. Rudraprayag

    4. Kotdwar

    5. Haridwar

    6. Roorkee

    7. Vikasnagar

    8. Tehri

    Amar Ujala contains the news for the various tastes of individuals as

    political,sports, financial, career and has exorbitant local news. With the fast

    changing trends of publication, Amar Ujala has also changed its style and

    started performing various promotional activities to cope the competition. After

    dominating the Western Uttar Pradesh now it is emerging as a leader in Central

    Uttar Pradesh and also extending in Eastern Uttarakhand.

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    Department-Wise Description of AMAR UJALA, Dehradun

    THE PROCESS OF GROUPING THE VARIOUS ACTIVITIES IS

    KNOWN AS DEPARTMENTATION.

    The basic need of departmentation arises because of specialization of work and

    the limitation on the number of subordinate that can be directly controlled by

    the head of the department. Amar Ujala follows the most prevalent basic of

    departmentation in newspaper i.e. departmentation on functional basis. The

    various basic departments functioning at Amar Ujala Bareilly areas follow:

    Personnel & HRM Department

    Accounts Department

    Advertising Department

    Circulation Department

    Editorial newspaper Department

    Production &Administration Department

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    All of these departments are headed by very qualified and experienced

    managers. All the above departments perform their work individually as well as

    in coordination and cooperation with each other to bring out the best results

    possible.

    Heads of the Department, Dehradun

    1. Personnel & HRM department.

    2. Accounts Department.

    3. Advertising Department.

    4.Circulation Department.

    5. Editorial News Department.

    6. Production Department.

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    Personnel & HRM department

    May you have all the assets, money, infrastructure, machines, procedures but

    these are the people who make the organization working.

    Of all the factors of production, man is by far the most important factor. In fact

    the success of every business enterprise is dependent on its human element. The

    personnel and HRM department is concerned with the managerial and operative

    function a view to attaining the organizational goals effectively , efficiently and

    economically and meeting the social and individual goals.

    In AMAR Ujala, this department performs all those activities which helps the

    management in getting and consolidating the work done in best possible manner

    from the persons at different hierarchical levels and from different departmentsto make sure that all the work done separately by them should be in

    organizations benefit. Thus it considers all the problems of people at work i.e.

    economical, social, psychological and political problems.

    Functions performed by the department: Recruitment and maintenance of the

    employees, training arrangement, job analysis and job description, grievance

    handling, disciplinary action and employees welfare.

    A square is best fit in a square pack only not in a circle

    I.e. the right person at right place to do right work with right power in a right

    manner and in minimum time.

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    Is the best possible way of an organization to grow and develop and to ensure

    that all the inputs are optimally utilized .This department conductsfollowing welfare schemes for Amar Ujala employees:

    Employee Provident Fund

    Employee Family Pension Scheme

    Employee Group Insurance Scheme

    Payment of Gratuity

    Loan Schemes

    Medical Facilities

    Leave Allowance Along with this , department also holds responsibility to see

    that the efficiency is maintained in the organization and each department

    understands the close relationship it has with all the other departments and also

    each department performs their work individually as well as work in

    coordination with other departments for the best results.

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    Accounts Department

    Accounts Department is the core of any business organization. This department

    presents systematic, classified and summarized facts for the information about

    organizational financial status and current position. Its main responsibility is to

    provide facts for the organizations management body on timely basis so that

    they can take timely decisions. In Amar Ujala this department collects financialrecords, classify them, calculate them, summarize them and present them in are

    required form to the management on timely and regular basis so asto make the

    decisions of management more effective and efficient.

    Functions Performed by the Department:

    Recording of transactions, regularly.

    Determining of actual cost of the assets of the organization.

    Classification of data, transformation of data into valuable information.

    Making information more reliable, more precise, accurate, and timely as

    brief as needed.

    Budgeting and forecasting. At Amar Ujala, dehradun this department

    keeps records of following details:

    Profit and Loss Account and Balance Sheet.

    Office and Administrative Department Expenses.

    Building Maintenance and service Expenses.

    Additional Expenses.

    General Expenses.

    Advertising Expenses.

    Advertising revenue and Circulation Expenses.

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    Payrolls and Salaries

    Advertising Department

    This department is the life blood of any newspaper like AMARUJALA. At

    present when tempo of our thinking and way of our life in general becomes

    faster, technological, economic and social values are changing, the advertising

    department of Amar Ujala is serving the society as well as the organization by

    providing more effectiveservices and increasing the advertising volume. the cost

    of one copy of Amar Ujala newspaper starting from collecting of news, then

    editing, after that printing, transporting to the agencies to hawker and then to

    final customer i.e. reader comes to be approx Rs. 10/- .But due to tough

    competition any newspaper cannot charge that much from its customers and

    without profit any organization cannot run for long.

    So all the differences between charged money and cost price plus profit

    of shareholders plus salary of employees all comes from these advertisements.

    This departmen5t has smoothly organized sales staff because it has to maintain

    contacts with local merchants, merchants, dealers, business firms and service

    institution as their perspective customers. To accomplish the above objectives, a

    team effort is being done under the very effective supervision, energetic and

    result oriented sales force has been continuously working to maintain contacts

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    with different types of perspective and potential advertiser. Equal importance is

    given to a big as well as small advertiser.

    Functions Performed by the Department

    1. Receiving advertisement from local, nationals and international

    advertisers either directly or through some representatives agencies.

    2. Scheduling of advertisements at different specified space in the news

    paper on due dates.

    3. Issuing bill to the advertisers either directly or through the advertising

    agencies.

    4. Calculation of commissions and discounts at the time of actual receiving

    of payments.

    5. Maintaining the full records of revenue received, publication of

    advertisement and issuing reminder in case of delays. From the above

    description we can conclude that this department of Amar Ujala

    performs its job inside as well as outside the organization in the market.

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    Circulation Department

    Circulation is the backbone of any newspaper industry. Without it the

    newspaper will not get advertisements and without advertisements it would be

    difficult for any newspaper to survive. To perform its main functions like

    selling, delivering and collecting duties effectively, the circulation division is

    split into several units. The largest is the group that handles the city circulation.

    To make Amar Ujalas welcome daily news paper in every home is at ask that

    requires careful supervision and circulation, sufficient staff and hard work. In

    Amar Ujala hundred of carriers and employees are used for distribution, while

    many serve as sales person. For the purpose of extending influence of

    newspaper, as far as possible into the surrounding, towns Amar Ujala, Bareilly

    has good circulation division to obtain subscribers in other towns too.

    AmarUjala, Bareilly contains different Daks, which covers five districts

    of Rohilkhand Region. These regions are:

    i. Dehradun

    ii. Uttarkashi

    iii. Rudraprayag

    iv. Kotdwar

    v. Haridwar

    vi. Roorkee

    vii. Vikasnagar

    viii. Tehri

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    To achieve the objective

    News Paper must be their way while the news is still fresh

    Several taxis and three-wheelers are used by Amar Ujala. The distribution

    channel adopted by Amar Ujalas Circulation Department in local is:

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    Functions Performed by the Department

    Different functions performed by this department are:

    Dispatching of newspaper deciding about mode of distribution and

    transportation.

    Finding the cheapest and fastest mode of transportation but must be a reliable

    and daily service provider.

    Deciding about commission of hawkers and agents.

    Evaluation of working of newspapers circulation agencies etc.

    This department also has a field force to help in touch with the change in

    subscribers habit, taste and requirements.

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    Editorial News Department

    All reading material (i.e. everything except advertising) is assembled in theeditorial department. Amar Ujalas Editorial news department consists of five

    sub departments which are as follows:

    1. News Room

    All general news are either prepared or processed in newsroom. It is a place for

    writing news by reporters. The international, national and state news is brought

    in by wire for editing either by hand or through electronic editing terminal e.g.

    Cathode Ray Tube (CRT), Video Display Terminal (VDT), fax System and

    computers. This room is a busy place from early in the day until press time, the

    intensity increases as the deadline for copy approaches.

    2. Copy Desk

    Located in the news room but almost a separate division is the copy desk, where

    the stories turned in by reporters and checked by the city editor, are examined

    by experienced copy readers. These experienced persons eliminate unnecessary

    and inappropriate words and phrases, correct spellings and punctuations, check

    facts, indicate paragraph and write headlines.

    3. Editorial Room

    It is the section where editor of the editorial pages and the editorial writers

    handle the material that goes on the editorial page including feature stories,

    book reviews and letters from readers. They write the editorial comments

    reflecting the newspapers opinion on important issues.

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    4. Picture Division

    Amar Ujala dehradun has a good staff of photographers who either receive

    assignments from the editor or use their own wisdom to take photographs of

    important events. This section works closely with the news room. It has

    sufficient space for dark room.

    5.Library

    Amar Ujala, Bareilly has a very rich library. It is full of old documents,

    cassettes, floppies, encyclopaedias of different fields, up to date dictionary,

    reference magazines and trade journals. The library contains material that is

    considered dead copy but may be used again to background or fill out

    current stories. It also has file of other newspapers, which are competitors.

    Besides above there are different national and international news agencies such

    as UNI, PTI, Bhasha and Varta which transmits news to Amar Ujala. Other

    sources of news are local bureau and reporters.

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    PRODUCTION DEPARTMENT

    Production can be called the core activity of business

    This is true in case of Amar Ujala too. If production is stopped then there will

    be no use of purchase, sales and other departments. Production Department of

    Amar Ujala is concerned with the production of newspaper. At Amar Ujala,

    dehradun, newer Cold Type or photo Type process is used. Its main

    sections are:

    1. Data Processing / Plate Composing

    The addition of computer to newspaper operations has necessitated the

    development of an entirely new section Data Processing Section. This section

    also deals with the composing of the processed matter. Composing is done on

    terminals feeding directly into the computer. Advertisements are composed and

    assembled by similar means and duplicated in photo proofs or the equivalent for

    the advertiser to approve. Different softwares used here are:

    Windows

    Ventura

    Gem

    PageMaker

    Akshar, etc.

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    2. Camera

    In this department negative of the composed material are prepared and with the

    help of latest camera positives are made.

    3. Plate Making

    The page of which negative has been prepared is then transferred on a plate

    make- up of aluminium by applying a chemical on it and passing it through the

    various steps. The number of pages per plate is determined by the size of the

    press.

    4. Press Work / Machine Room

    In this section a multi speed Web Offset Printing machine with brand name

    ORIENT SUPER is installed and its capacity of printing is 30,000 copies per

    hour. The machine is used for black & white as well as colour printing plate.

    Griming machine and Weighing machine are also installed here. From the

    above description we can conclude that this department works around the clock

    to achieve the production target.

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    HIERARCHIAL ARRANGEMENT

    DIRECTOR

    GENERAL MANAGER

    ASSISTANT GENERAL MANAGER

    CHIEF MANAGER

    SENIOR MANAGER

    MANAGER

    DEPUTY MANAGER

    ASSISTANT MANAGER

    SENIOR OFFICER

    OFFICER EXECUTIVE

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    SWOT ANALYSIS

    STRENGTHS

    Old and reputed firm

    V Satellite Link

    Strong Distribution Network

    Unbiased Editorial Reporting

    Efficient Advertisement Department

    Best in Local News

    Two - Supplements in a Week

    Good Printing Quality

    Latest and Cost Efficient Production Techniques

    Client Servicing

    Performs various promotional activities Time To Time

    Brand loyal Customers and Advertisers

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    WEAKNESSES

    Limited International News

    Faces Political Differences

    Limited Business News

    Inappropriate Employment and Carrier Information

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    OPPURTUNITIES

    Scope for market expansion in the WESTERN, CENTRAL

    & EASTERN UTTAR PRADESH.

    Can also receive more local advertisements.

    Circulation activities can be increased.

    Give more attention to dissatisfied and unhappy customers so that, they

    can become brand loyal.

    THREATS

    Vast competition in publishing styles, techniques and procedures.

    Launching of other newspaper from different parts of Uttarakhand can

    make competition tough.

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    CONSUMER BEHAVIOUR

    The study of individuals, groups, or organizations and the processes they

    use to select, secure, and dispose of products, services, experiences, or ideas to

    satisfy needs and the impacts that these processes have on the consumer and

    society. It blends elements from psychology,

    sociology, socialanthropology and economics. It attempts to understand the

    buyer decision making process, both individually and in groups. It studies

    characteristics of individual consumers such as demographics and behavioural

    variables in an attempt to understand people's wants. It also tries to assess

    influences on the consumerfrom groups such as family, friends, reference

    groups, and society in general.

    Customer behaviour study is based on consumer buying behaviour, with

    the customer playing the three distinct roles of user, payer and buyer. Research

    has shown that consumer behaviour is difficult to predict, even for experts in the

    field. Relationship marketing is an influential asset for customer behaviour

    analysis as it has a keen interest in the re-discovery of the true meaning of

    marketing through the re-affirmation of the importance of the customer orbuyer. A greater importance is also placed on consumer retention, customer

    relationship management, personalisation, customisation and one-to-one

    marketing. Social functions can be categorized into social choice and welfare

    functions.

    Each method for vote counting is assumed as social function but

    ifArrows possibility theorem is used for a social function, social welfare

    function is achieved. Some specifications of the social functions are

    decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity andweak and strong Pareto optimality. No social choice function meets these

    requirements in an ordinal scale simultaneously. The most important

    characteristic of a social function is identification of the interactive effect of

    alternatives and creating a logical relation with the ranks. Marketing provides

    services in order to satisfy customers. With that in mind, the productive system

    is considered from its beginning at the production level, to the end of the cycle,

    the consumer.

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    Consumer

    INTRODUCTION OF THE STUDY

    The job of marketer is to meet and satisfy target customers needs and wants but knowing

    customer" is not a simple task. Understanding the buying behaviour of the target market for

    its company products is the essential task for the marketing dept. The job of the marketers is

    to think customer and to guide the company into developing offers, which are meaningful

    and attractive to target customers and creating solutions that deliver satisfaction to the

    customers, profits to customer and benefits to the stakeholders.

    CONSUMER BUYING ROLES

    In the consumer buying there are different buying roles; i.e.

    Initiator: -- A Person who first suggest the idea of buying.

    Influencer: - A Person who influence the buying decision.

    Decider: - A Person who takes decisions regarding buying

    Buyer: - A Person who actually buys the products.

    User: - A Person who is the user of the product.

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    TYPES OF BUYING BEHAVIOR

    There is a great difference between the purchasing of a computer and a car.

    Buying decisions making varies with the type of buying decision. The types of

    buyingbehavior divided are separately divided as per of consumer and businessbuying.

    TYPES OF CONSUMER BUYING BEHAVIOR

    This is to be extensively divided in four types: -

    1. Complex Buying Behavior: -- when the consumer are highly involved in the

    purchase and aware of significant differences among brands.

    2. Dissonance Reducing Buying Behavior: -- when the consumer are highly

    involved in the purchase but sees little differences among brands.

    3. Habitual Buying Behavior: -- when the consumer are low involved in the

    purchase but sees absence of aware of differences among brands.

    4. Variety Seeking Buying Behavior: -- when the consumer are low involved in

    the purchase but sees significant of differences among brands.

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    Buyer decision processes

    Buyer decision processes are the decision making processes undertaken by consumers in

    regard to a potential market transaction before, during, and after the purchase of

    aproduct orservice.

    More generally, decision making is the cognitive process of selecting a course of action from

    among multiple alternatives. Common examples include shoppingand deciding what to eat.

    Decision making is said to be a psychological construct. This means that although we can

    never "see" a decision, we can infer from observable behaviour that a decision has been

    made. Therefore we conclude that a psychological event that we call "decision making" has

    occurred. It is a construction that imputes commitment to action. That is, based on observable

    actions, we assume that people have made a commitment to effect the action.

    In general there are three ways of analysing consumer buying decisions. They are:

    Economic models - These models are largely quantitative and are based on the assumptions of

    rationality and near perfect knowledge. The consumer is seen to maximize their utility.

    See consumer theory.Game theory can also be used in some circumstances.

    Psychological models - These models concentrate on psychological and cognitive processes

    such as motivation and need recognition. They are qualitative rather than quantitative and build

    on sociological factors like cultural influences and family influences.

    Consumer behaviour models - These are practical models used by marketers. They typically

    blend both economic and psychological models.

    There are 5 stages which a consumer often goes through when he/she around their Purchase.

    These stages also exist because of normal human psychology.

    These 5 stages are :

    Problem/Need Recognition- This is in general the first stage in which the consumer

    recognizes that what essentially is the problem or need and hence accordingly a consumer can

    identify the product or kind of product which would be required by the consumer. Page text.[1]

    Information Search- In information search, the consumer searches about the product which

    would satisfy the need which has been recognized by the consumer in the stage previous to this

    one.[1]

    Evaluation of Alternatives - In this stage, the consumer evaluates the different alternatives

    which the consumer comes across, when the consumer was searching for information. Generally

    in the information search the consumer comes across quite a few products and thus now the

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    consumer has to evaluate and understand which product would be properly suited for the

    consumer.[1]

    Purchase-After the consumer has evaluated all the options and would be having the intention

    to buy any product, there could be now only two things which might just change the decision ofthe consumer of buying the product that is what the other peers of the consumer think of the

    product and any unforeseen circumstances. Unforeseen circumstances for example in this case

    could be financial losses which led to not buying of the product. [1]

    Post Purchase Behavior-After the purchase the consumer might just go through post purchase

    dissonance in which the consumer feels that buying the other product would be better. But a

    company should really take care of it, taking care of post purchase dissonance doesn't only spread

    good words for the product but also increases the chance of frequent repurchase.[1]

    Nobel laureate Herbert A. Simon sees economic decision making as a vain attempt to be

    rational. He claims (in 1947 and 1957) that if a complete analysis is to be done, a decision

    will be immensely complex. He also says that peoples' information processing ability is very

    limited. The assumption of a perfectly rational economic actor is unrealistic. Often we are

    influenced by emotional and non-rational considerations. When we try to be rational we are

    at best only partially successful.

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    RESEARH METHODOLOGY

    MEANING OF RESEARCH

    A research is a careful investigation or enquiry, especially through search for

    new facts in any branch of knowledge. It is a systemized effort to gain more

    knowledge.

    Research methodology is a way to systematically solve the research problem. It

    includes not only the research methods, but also the logic behind the methods

    The methods of research used in this project were as follows:-

    Analytical Research

    Applied Research

    ANALYTICAL RESEARCH

    In analytical research the researcher has to use the facts already available, and

    analyse these to make the critical evaluation of the material.

    In this project I have used many raw data from the various sources and analysed

    it for underlying trends.

    APPLIED RESEARCH

    Applied Research aims at finding a solution for an immediate problem.

    Research aimed at certain conclusions (say a solution)facing a concrete social or

    business problem is an example of applied research. Thus the central aim of

    applied research is to find a solution for some pressing practical problem. In this

    project, in the last section, by means of assumptions I have found the feasibility

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    of a project that organization means to undertake. the analysis of the trends

    followed by the mutual funds was ANALYTICAL RESEARCH.

    OBJECTIVE OF RESEAECH METHODOLOGY

    It intends, verifies or correct knowledge.

    It enables us to have a better understanding of the world.

    It aids in purposive planning.

    Research initiates, formulates, deflects and clarifies theories.

    METHODS OF DATA COLLECTION

    Data is primarily of two kinds.

    1.Primary data.

    INTERVIEWING

    It is the most commonly used method of data collection. It is is two ways

    purposive communication between interviewer and the respondent aimed at

    obtaining and recording information pertinent to the subject matter of the study.

    2.Secondary data

    Secondary data may be defined as a data that has been collected earlier for some

    purpose

    Other than the purpose of the present study. any data that is available to the

    prior commencement of the research project is secondary data and it is called

    historic data.

    USES OF SECONDARY DATA

    It acts as a reference for the present study.

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    The secondary data can be the useful benchmark on which the finding of the

    study can be tasted.

    At times it may be the only source of data.

    SOURCES OF SECONDARY DATA

    1.Published sources

    2.Unpublishedsource

    DATA COLLECTION METHODS CAN BE CLASSIFIED AS FOLLOWS

    Observations

    Interviewing

    Experimentation

    Simulations

    Projective techniques

    IN THIS PROJECTS THE TWO METHODS OF COLLECTION WERE

    USED

    1.Interviewing

    2.Published source of data in the form of fact sheets

    RESEARCH DESIGN

    Type of Research-Descriptive

    Nature of Research-Quantitative

    Type of Question-Closed Ended

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    Type of Questionnaire-Structured

    Type of Analysis-Statistical Analysis

    Analysis and Interpretation

    1. Which newspaper do you read?

    Newspaper Percentage of respondent

    Dainikjagran 30

    Amar ujala 40

    Hindustan 20

    Other 10

    Interpretation

    30%respondent for Dainik jagran,40%forAmarujala,20%hindustan,10%for other

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    Q2.Please chooses your gender?

    Gender Percentage of respondent

    Male 60

    Female 40

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    INTERPRETATION

    60% respondent male and 40% is female

    Q. 3. Does it have a good paper and good printing

    quality?

    Quality Percentage of respondent

    yes 40

    N0 60

    INTERPRETATION

    40% respondent agree and 60%disagree

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    Q4.How long you will buy a newspaper?

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    No of years Percentage of respondent

    Less than 6 months 10

    6 month to 1 year 18

    1 year to 3 year 39

    3 year to above 33

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    Q5If there is a nice newspaper with good design with good quality but it is a new brand younever heard about it, will you buy it?

    Subscriber Percentage of respondent

    Yes 44

    No 56

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    Q6 Does it have sufficient information regarding you?

    SUBSCRIBER PERCENTAGE OF RESPONDENT

    YES 90

    NO 10

    Q7. Decision to subscribe newspaper in FAMILY?

    SUBSCRIBER PERCENTAGE OF RESPONDENTS

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    HIMSELF/HERSELF 20

    SPOUSE 13

    WHOLE FAMILY 40

    CHILDREN 17

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    Q8. Most preferred advertisements:

    Advertisement Percentage of respondent

    CLASSIFIED 45

    DISPLAY 15

    FINANCIAL 25

    POLITICAL 15

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    Q9. Is it easily available to you?

    Customer Percentage of respondent

    Yes 97

    No 3

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    Q10 Are you satisfied with the price of newspaper?

    Customer Percentage of respondent

    Yes 92

    No 8

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    Q11.Are you satisfied with schemes/offer provided?

    Customer Percentage of respondent

    Yes 78

    No 22

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    Q12.If your friend recommends you to buy a new newspaper, Will

    you buy?

    Friend Percentage of respondent

    Yes 70

    No 30

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    FINDINGSFrom the above data analysis and interpretation, following

    observations can be made:

    Amar Ujala is the most preferred newspaper and

    dominates in the market.

    While subscribing a newspaper the customer lay

    much emphasis on the quality of newspaper than any

    other feature.

    Majority of customers are brand loyal and they do

    not change their preferences easily. Once a paper is

    subscribed in their family they prefer to continue foryears to come.

    Supplements play a vital role in making preference

    towards a newspaper and the most preferred

    supplement is that of films.

    Generally customers like to read political and local

    news at the first instance than any other news in a local

    newspaper.

    Most of the readers want that a newspaper has to give

    much emphasis on educational message which will be

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    helpful in developing the minds of the people of our

    country.

    Newspaper readers dont give much emphasis on no.of pages and price of the newspaper. They also dont

    like ads contained in the newspaper especially the

    lottery section.

    The vast development in the electronic media and due

    to its vast coverage it has been found that the best wayfor sales promotion is by giving the ads on T.V.

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    SUGGESTIONS

    First Amar Ujala has to establish its image as an

    unbiased neutral newspaper hence to overcome the

    political differences faced by it.

    Should increase news about new marketing

    strategies.

    Should increase news about Technological

    development.

    Company should give gifts like T-shirts, begs,

    caps etc. to the daily Amar Ujala readers and

    subscribers to promote its sales.

    The newspaper should have to increaseinternational news so that customers wont move

    towards English newspaper.

    Should increase news about new scientific

    inventions.

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    In the Statutory Supplement i.e. of films a new

    column should be added that provide information

    about top ten Hindi film songs and top ten films.

    More information regarding style and patterns

    of recent modelling and fashion.

    The editorial section should be impressive.

    Sale and purchase news such as classified should

    be more.

    Articles on customer queries regarding legal

    issues and help should be included

    The information of the different cities should be

    included in the newspaper like monuments and

    major personalities of the city.

    Most respondents demand for employment andcareer related information.

    List of general household items, services and

    goods and their availability in the city should be

    published on regular weekly basis along with price

    range.

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    Should increase news about Medical

    development.

    In the newspaper various results of Engineering,

    Medical exams different U.P.S.C. exams should

    be provided to increase its demand.

    In order to create awareness the newspapershould give the advertisements on T.V. from the

    channel of uttrakhand in between various

    entertainment programs because it covers whole

    area of Uttar Pradesh and also costs lower than the

    national channel.

    Should give news about the history of the day.

    Should increase news about career

    opportunities.

    A separate column should be there in thenewspaper where continued stories with pictures

    shall be printed so that interest can be generated to

    children like Phantom, Garth, Tarzan etc.

    The company should launch various type of

    competition from time to time to increase its sales.

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    In the inferior places where the newspapers

    could not reach on the same day should reach there

    on next day at low price.

    Rumours and gossips should be avoided and

    news must not seem to be biased and prejudiced.

    The first page of the newspaper should bedesigned in an attractive way than other

    newspapers by using picture sand columns so that

    the customers who are buying news paper from the

    book stalls can be impressed from its first sight.

    The company should have to make more effortsto create awareness about its four supplements in

    the inferior areas of cities so that people who do

    not subscribe Amar Ujala may come to know

    about the features covered by these supplements .It

    may lead them to change their preferences.

    Besides the suggestions mentioned above some

    respondent shave also suggested to add up some

    new features for their subscribed newspaper,

    which can be discussed as follows:

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    Problems related with welfare of society and

    corruption and their solution be given.

    Children and young generation column should

    be added.

    Hindi used in a newspaper should be easy so

    that it can be under stood by everyone.

    The newspapers should always stimuli ideas and

    add more place in columns for social development

    in all spheres of Indian society in the form of

    poems, comments and articles irrespective of their

    status.

    Sometimes news is printed in different manner

    to fill the space. This should be avoided because

    this will deteriorate the image of the newspaper in

    the eyes of the readers.

    Due to several adverse circumstances one mayfeel a lot of ailments. Therefore wide coverage is

    certain to benefit of maximum number of readers.

    Weekly in the newspaper the interviews of the

    famous personalities of the city and their views

    and opinion should be printed so that an idea can

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    be generated which will be helpful in the

    development of the city.

    Should not charge extra price for supplement.

    From the above report it can be concluded that

    Amar Ujala is the dominating newspaper in

    western parts of Uttar Pradesh and by taking

    above mentioned suggestions from respondents itcan enhance its dominance in Eastern and northern

    part of Uttar Pradesh also .Amar Ujala had already

    given much emphasis on some points but other

    points should also be considered and relevant

    features should be included in the newspaper.

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    CONCLUSION

    First Amar Ujala has to establish its image as an

    unbiased neutral newspaper hence to overcome the

    political differences faced by it.

    Majority of customers are brand loyal and they do not

    change their preferences easily. Once a paper issubscribed in their family they prefer to continue for

    years to come.

    As the modern age is the age of competition the

    newspaper should release a new supplement inwhich the relevant information regarding

    employment should be contained for e.g. carriers

    in Hindustan Times, Ascent in Times of India.

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    BIBLIOGRAPHY

    BOOKS REFERRED

    C.R. Kothari

    Philip kotler

    WEBSITES

    www.amarujala.com

    www.google.com

    http://www.amarujala.com/http://www.google.com/http://www.amarujala.com/http://www.google.com/