Embed Size (px)
DESCRIPTION
Summer Training Project
Citation preview
PROJECT REPORT
ON
TIMES OF INDIA
STUDY OF CONSUMER BEHAVIOR OF NEWSPAPER READER
Submitted towards partial fulfillment of requirement for award of
POST GRADUATE DIPLOMA IN MANAGEMENT
(BATCH-2011-13)
SUBMITTED BY SUPERVISED BY
PURUSHOTTAM KUMAR MS DEEPA AGNIHOTRI
COURSE: PGDM FACULTY, JIMS
ROLL NO: 2011048
JAIPURIA INSTITUTE OF MANAGEMENT STUDIES
SHAKTI KHAND IV, INDRAPURAM, GHAZIABAD, 2012
Page 1
PREFACE
True learning is born out of experience and observation of practical experience is one of the best types of
learning that one can remember throughout the life. After 3rd trimester in learning Theoretical aspects of
administration and management, the day come to apply these in corporate world in content of modern industrial
enterprises that has to go through its different terminal to achieve that corporate goals. The main objects of
practical training is develop practical knowledge and experience and awareness about industrial environment
and business practices in the student as a supplement to theoretical studies of administration and management
specific job in industrial environment.
Fortunately, I got golden opportunities to visit and complete my six week training at THE TIMES OF INDIA.
Here, I got chance to see the functioning RMD department and imbibe a learning of the subjects.
THE TIMES OF INDIA is a wide organization producing newspaper, the main products include Times of India,
Economic Times, Radio Mirchi etc. it has developed in many fields. Today guess is a legend in the world of the
business and organization at a home and abroad.
Page 2
ACKNOWLEDEMENT
This project on STUDY CONSUMER BEHAVIOUR OF NEWSPAPERREADER OF TIMES OF INDIA
provides the marketing system and procedure of the company project is very much fruitful for me for my
professional carrier development.
It is a great pleasure to express my deep sense of gratitude to Dr. SARAD GOEL (JAIPURIA INSTITUTE OF
MANAGEMENT STUDIES) and my project guide Mrs. Deepa Agnihotri for extending their whole hearted co-
operation and directing during the course of training and preparation of the project. I am deeply inedited for
knowledge must also give to me an inspiring zeal and valuable suggestion from this time to complete this
project.
I am thankful to Mr. Rajesh Khanna (Assistant manager) for giving me interesting topic for developing my
marketing skills and getting knowledge of marketing system for my carrier growth.
I would also to like to acknowledge Mr. Anuj Mishra (Area manager) and project supervisor. They were my
project supervisors and provide me complete support and motivation for completing the project during summer
training.
I am also thankful to all marketing staff of times of India for their kind co-operation for completing my project.
PURUSHOTTAM KUMAR
PGDM 2011-13
Page 3
DECLARATION
I, PURUSHOTTAM KUMAR the student of PGDM IIIrd trimester hereby declare that the project report
“STUDY OF CONSUMER BEHAVIOR OF NEWSPAPER READER” prepared during summer training at
TIMES OF INDIA and submitted to JAIPURIA INSTITUTE OF MANAGEMENT STUDIES, Indirapuram,
Ghaziabad is my original work.
PURUSHOTTAM KUMAR
ROLL NO -2011048
3
Page 4
TABLE OF CONTENT
Page No.
Introduction
Profile of the organization ………………… (7 to 36)
Profile of the study………………………… (37 to 38)
Literature Review …………………………….. (39 to 41)
Objective of the study………………………… (41 to 42)
Research methodology……………………….. (42 to 43)
Research design……………………………. (43 to 44)
Sampling and sampling design……………. (44 to 45)
Data collection…………………………….. (45 to 46)
Analytical and statistical……………………. (46 to 47)
Quessonaire……………………………………. (47 to 57)
Recommendation, policy implication……………… (57 to 59)
Limitations of the study……………………………. (59 to 61)
Bibliography …………………………………………. (61 to 62)
Annexures………………………………………………… (63 to 64)
Page 5
EXECUTIVE SUMMARY
Consumer behavior can be the study of how individual make decision .consumer behavior research provide
information which only be useful in taking various marketing decision but also help to reduce the risk in
decision marketing.
This project deals with of those consumer who are different English newspaper .we have personality surveyed
the sample and gathered information through the questionnaires to study the behavior .we have used different
question in order to analysis the consumer behavior .moreover we have also tried to cover the objective through
questionnaire.
We have taken a sample size of 150 in order to analysis the consumer behavior and we have used NCR our
sample location. The project will give you information on the following things like the satisfaction level of the
consumer who are reading English newspaper, why the consumer prefers a particular English newspaper. The
benefits and most important information obtain by the consumer while reading paper .consumer perception
regarding the contents of English newspaper consumer behavior on the discount given by the English newspaper
&many more things.
THE INTRODUCTION OF TIMES OF INDIA
Page 6
Mrs. Indu Jain (Chairperson) Mr. Vineet Jain (Managing Director)
Mr. Samir Jain (Vice chairperson)
The edition appears on November 3, 1838 knows as “The Bombay Times and journal of commerce”.
Late to be known as “The Times of India”. The issue is published twice a week. DR. JE. Brenen the first editor
also secretary of the chamber of commerce’s 30/-is annual subscription.
1846:- The newspaper experiences proprietary changes and Dr. George Brit appointed editor.
1850:- Shareholders decide to increase the share capital and the paper converted into a daily.
1855:- Telegraph Services opens up in India shortly afterwards, the paper s i gns an ag reemen t w i th Reu t e r s f o r r a i s i ng news cove rage and lowering subscription rates. That old tie was renewed in 2006 with the pact between TIMESNOW & Reuters
Page 7
1881:- BCCL enters music retailing business with Planet M and radio broadcasting business with Radio Mir chi
1861:- Editor Robert Knight amalgamates The Bombay Times, Bombay Standard and Bombay Telegraph &
Courier to form “The Times of India” and 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 enters into a partnership with
F.M. Coleman to form a joint stock company - Bennett, Coleman & Co. Ltd. (BCCL).
1929:-”The Times of India” Illustrated Weekly renamed “The Illustrated Weekly of India”
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:- Film fare- first film magazine in English launched.
1959:-Famine-first women’s magazine in English launched.
Page 8
2000:-TOI crosses the 2 million mark in circulation.
2001:-TOI goes all color and storms Delhi by being “Number One"
2003:- President APJ Abdul Kalam visits TOI to inaugurate Times Foundation.
2004:- Television business launched with the launch of a lifestyle and entertainment channel called ZOOM
Paper launched Times the jobs portal Times Jobs http:/timesjobs.com
Page 9
Pioneered the concept of job fairs in India, Branded as ‘Big Leap’.
2005
MT – Largest read Marathi Newspaper in Mumbai – IR Survey
TOI – Goes daily full color
Mumbai Mirror launched
TimesMatri.com - Launched in August - re-launched as
SimplyMarry.com in December 2006.
2006
TIMES NOW – TV News Channel launched – first newspaper available on cell phone Mumbai Mirror –
Afternoon edition launched Offers Mumbai Mirror or Maharashtra Times as complimentary copy with TOI at a
price of Rs.4/- TOI – The only English language daily to feature among the top 10 with a readership of
131.4lakhs- IRS Survey by Hansa Research Times Group MD, Mr.Vineet Jain awarded the scroll of honors for
being the new age media guru - Hero Honda Indian TV Academy Awards Times cape the Times Group
Intranet portal re-launched - now powered by SAP Net weaver BCCL goes live on SAP
systemMagicBricks.com – launched in October 2006 targets the Online Real Estate Space Smart Hire –
launched April2006, is witnessing stupendous growth with its focus on providing organizations with end-to-end
recruitment solutions. Ads2Book.com – The World’s Only Global Ad Booking Engine –Launched in August
2006With intensive R&D, the Net-2-Print classifieds booking systemAds2Book.com was created and imbued
with AI (artificial intelligence) that assisted users through the entire process of Creating, Booking & Paying for
their Print Classified Ads, all from the comfort of their desktop.
2007:
TOI – the Indian Corporate Elite’s No. 1 newspaper - A C Nielsen Report
What’s Hot- a new weekly magazine delivered free with TOI on every Friday.
Times Group bags 5 gold and 1 silver at the ABBY Awards
TOI prints 2 city editions. One at 11pm and second 12.30 am
Page 10
BCCL wins SAP ACE 2007 Awards for Customer Excellence in the best media sector implementation
The Economic Times- Gujarati Edition launched.
Good Life World - launched April 2007is the future of Internet in India, the concept of ‘Click & Brick’
is just the right impetus the Online Industry needs, as users are either to busy to log on to the net for their
personal needs or are not savvy enough and need help. The Good Life World Centre allows users to
access the services offered by Times Business Solutions’ portals from the Centre and make offline
payments for online services, thus ensuring ease of access and complete financial security.
Businesses are in: Publications, Finance, Music, Retailing, Media, Radio, Internet products, Events, Charitable
Trusts, and Education.
“Consumers Preference towards “Times of India “Except this Times group has entered into various other places like-
Supplements: “T h e T i m e s o f I n d i a “ c o m e s w i t h s e v e r a l c i t y -
s p e c i f i c s u p p l e m e n t s , s u c h a s Delhi Times, Bombay Times, Hyderabad Times, Luck now
Times, Nagpur Times, Bangalore Times, Pune Times, Chennai Times and Calcutta Times.
Other Regular Supplements Include: Times Wellness, Education Times, Times Ascent, Mumbai
Mirror, Bangalore Mirror, Pune Mirror, Times Life, Rouge, What's Hot, Address, The Times of
South Mumbai (In South Mumbai),Calcutta Times
FUNCTIONS IN DELHI
➢Production Department
➢Editorial
➢Pre-Press
➢Press
➢Marketing Department
➢RMD
➢Response
Page 11
Figure No.1.4.3 showing Other Departments of the Time of India
RMD (RESULT AND MARKET DEVELOPMENT)DEPARTMENT OF MARKETING
Figure No 1.4.4 showing various functions of RMD department 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”:
Page 12
There are three ways to sell the “TOI”
1. CASH SALES: Take newspaper from pan wala or any shop in cash
2. SUBSCRIPTION SALES: Pay money in advance and read “TOI”
L I N E S A L E S : M a x i m u m % o f s a l e c o m e s f r o m t h i s m e t h o d . M o n e y
collection works in reverse order Chain of line sales.
Daryagang branch, RMD Dept. uses both Pull and Push strategy for market development.
➢Pull strategy
➢Push Strategy
Branding: An ongoing activity through which you can create an image in the mind of customer
about your product. Now branding of “TOI” -
➢THROUGH CAMPAIGN
Lead India
Teach India
Clean India
Economic Times in college
➢OTHER LOCAL PROGRAMMES
Pr ic ing o f “TOI”: P r i c e o f “TOI” va ry acco rd ing t oday ca l l ed a s z i gzag pricing or
differential pricing like-
Table no. 1.4.2 Pricing of newspaper for a week
Monday 4RsTuesday 4Rs
Wednesday 4RsThursday 4Rs
Friday 4RsSaturday 5RsSunday 5Rs
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
Page 13
“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 t he p r i c e o f newspape r i s 3 rupees and c i r cu l a t i on
i s 1 l a c f rom 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 pu rchase i t , now they (non -”TOI” r eade r s ) go t oppo r tun i t y t o pu rchase and
r eda ction”. 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 2lakh but company still benefit
because no. of customer is more than 1 lakh with 5rupees 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 of “TOI” is≈50%
SWOT ANALYSIS OF TIMES OF INDIA
Strengths:
Page 14
(i) Brand value: The Company has a well-established brand value in the Indian Market, which has
existed from the eighteenth century.
(ii) National Approach: The Times of India is a complete nationwide newspaper, which is published at
various parts of India.
Low Cost offering: Due to a large amount of advertisements, The Times of India gives Low cost offering to its
customers.
Effective distribution system: The Times of India has the most effective system to distribute newspaper to
each and every nook and corner of the company.
(iii) Large number of supplements: The Times of India has the largest number of supplements, which are
provided free to the readers along with the main newspapers.
Weaknesses:
(i) Language: At times the language in the articles of TOI is very complex which is difficult for the
masses to understand.
(ii) Delhi Times: Quite often photographs of Hollywood movie stars, which are quite objectionable, are
shown in Delhi Times. Vulgarity in
Opportunity:
(i) Large Market: There exists a large market for readers in India who if provided a good newspaper, can
change loyalty easily.
(ii) Increase in Literacy level: The literacy level is rising in India. This is making it more lucrative for the
TOI to venture into and capture new markets.
Threat:
Increased Competition: The newspaper has a major threat from other English dailies like The Hindustan
Times and The Indian Express.
Marketing in a newspaper’s aspect is also very peculiar. Quite unlike other products offered, a newspaper has to
Page 15
Readership
market its products to two sections of society. One is the advertiser who advertises in the newspaper and who is
the biggest revenue generator for any newspaper. The second is the reader who due to news coverage or any
other special interest buys the newspaper. Both these segments are related to each other in the sense that the
more the readership of a newspaper, the more interested will be an advertiser to advertise in it and the more will
he be willing to
Marketing Strategy of the Times of India
The Times of India, which for long had been dominating the South and the West eyed on North India only a
decade or so ago. Here it witnessed one of the most competitive situations that it has encountered so far. The
Hindustan Times was a clear-cut major in larger sections of English newspaper readers in this region. HT was
followed closely by the Indian Express.
The Times of India on its arrival eyed the market by posing itself as the second best alternative pushing aside
the Indian Express. The strategy was to provide readers with more at the same price and also to match the
quality of English in the newspaper with reader profile. Indian Express not having a strong foothold gave way
and TOI emerged as the second largest newspapers in the region.
After this came the bloodbath or the rivalry with the Hindustan Times. To counter the Hindustan Times, The
Times of India, being a large group inaugurated its invitation price in which price of the newspaper was
drastically cut. HT in the beginning kept sleeping over this developing but when TOI gained large parts of the
market HT woke up and counter the TOI had established a strong foothold and it never looked back.
The TOI designs its marketing strategy on date keeping in track its brand history of rivalry with Hindustan
Times or the readership pattern which is given below.
Page 16
The TOI understand that only way to break into HT loyalty is through targeting the low age rung i.e.
school students and those at very early stages in their career. Switching to TOI from other newspapers is regular,
as other newspapers do not command loyalty as HT does.
The main strategy of TOI is outlined as under –
“To provide readers with a value for money and also to instigate readership by providing a little something for
every reader profile.”
The stress points are: -
Coverage of news both national and international.
Provide some specific supplements for each reader profile.
Provide a value for money to both readers and advertisers.
HT TOI
Always
HT
Tried / Read
TOI
Always TOI
Switched from HT
Switched from other papers / Next best option
School Career
Specific windows
Page 17
Establish an efficient and effective distribution system to make a paper available to the reader where he
wants it.
Instigate brand loyalty by coming out with offers and schemes (incentives) for both readers and advertisers
The marketing department in the times of India
The marketing department of The Times of India is divided into two wings, the Research and Market
Development (RMD) and the Response. The former looks into the activities related to the distribution and
promotion of the newspaper to the subscribers while the later looks into the activities related to the selling of the
space in the newspaper for advertisements. A brief idea about the two wings is given below.
A. The Research & Market Development (RMD)
The main activities of the RMD are:-
Look into distributional activities by proper supervision of the distributional channels.
Settlement of accounts with the agents at the end of the month.
Look into the promotional activities of the newspaper.
The Panchsheel of RMD:-
Timing– The delivery of the newspaper from the press to the agents should be such that the hawkers do not
have to wait for the newspaper.
Ad Relevant Circulation– The consumers profile and the circulation figure should be known as it assists
the response department in the generation of ad revenue.
Competitive Advantage – Deals in building upon the company’s strengths and also in keeping a track of
the latest developments adopted by the competitors.
Cost Effectiveness – The newspaper should be distributed at the least possible expenditure.
Page 18
Service – It deals with the promotional activities to present consumers, prospects, hawkers, dealers and sub-
dealers.
B. The Response
Response is another wing of the marketing department of The Times of India. The basic function of this wing is
to sell space in the newspaper for advertisements.
The main activities of the Response are:
Selling of space for advertisements to the advertisers or advertising agencies.
Scheduling of the advertisements, i.e., look into printing of the advertisements on the schedule date and
space.
Settlement of accounts with the clients after the ad is published.
Types of advertisement dealt by the Response
The Response deals with 5 different types of advertisements. They are:
Display– Those advertisements, which give information about the product or the services as, offered by the
different organizations.
Tender– Those advertisements, which tell about the different tender offers or notice that, are brought by the
Public Sector Units.
Appointment – These advertisements tell about the vacancies that come out in the different organization
from time to time.
Page 19
Financial – The financial advertisements gives information about the public issues, financial statements,
investment schemes, etc. of the different organizations.
Classified– Those advertisements whose space is sold at the subsidized rates, generally to be availed by the
common man.
Product Management
A product is anything that can be offered to a market to satisfy a need or a want. Products that are marketed
include physical goods, services, persons, places, organizations and ideas.
FIVE LEVELS OF A PRODUCT
In planning its market offering, the marketer needs to think through five levels of the product. These levels
have been depicted below: -
Each of these levels adds more customer value and the five constitute a customer value hierarchy.
The most fundamental level is the “Core Benefit” i.e., the fundamental service or benefit that the customer is
really buying. In case of a newspaper it is the current affairs and the editorial content at the core level that the
customer is really buying. Therefore the core need is to be aware of the happenings the world over and also to
know about new products, ideas etc.
At the second level is the “Basic Product”. At this level the consumer converts the benefit required i.e.
awareness to a tangible or basic product, which in this case is a newspaper.
Page 20
At the third level is the “Expected Product”. This is a set of attributes and conditions that buyers normally
expect and agree to when they purchase the product. For example in our case the expected product includes
current news, no exaggeration only truth, good quality paper and printing, easy language etc. Most newspaper
is able to fulfill this minimum expectation.
At the fourth level is the “Augmented Product”. This is a net of attributes that meet customers’ desires beyond
their expectations. A newspaper company can provide excellent coverage and presentation, supplements to suit
the needs of each of the target groups etc.
In today’s era competition essentially takes place at the product augmentation level. Product – augmentation
leads the marketer to look at the buyer’s total consumption system i.e. the way the purchaser of a product
performs the total task of whatever it is that he or she is trying do accomplish when using the product.
According to Levitt –
“The new competition is not between what companies produce in their factories, but between what they
do their factory output in the form of packaging, services, advertising, customer advice, financing,
delivery arrangements, warehousing, and other things that people value”.
However, there are some things that should be noted about the product augmentation strategy. Firstly, each
augmentation costs the company money. The marketer has to think whether customers will pay enough to
cover the extra cost. Secondly, augmented benefits soon become expected benefits, for example – A purchaser
of a newspaper now expects various supplements to cater to his need, so the publishers have to think of other
features to add to their newspapers.
At the fifth level stands the “Potential Product”, which encompasses all the augmentations and
transformations that the product might ultimately undergo in the future. While augmented product describes
what is included in the product today, the potential points to its possible evolution, here companies search
Page 21
aggressively for new ways to satisfy customers and distinguish their offer. The newspaper companies are now
striving to bring out new products like newspaper on the net etc.
Product Line in Newspapers
For many years all that a newspaper used to provide was news coverage, which was more of a local perspective
than global editorial section catered to the letters to the editor only. Competition came and things began to
change. Slowly international coverage was also brought into the scene and the editorial department besides the
reply to letters also began to take up new developments from all walks of life. More neck breaking competition
further stressed the newspapers to increase their product line by offering new supplements for various reader
profiles.
The current scenario sees newspapers bringing out innovative supplements and publications along with the
regular subscription at a minimal or low add on rate.
Page 22
Product Management at Times of India
The Times of India, Delhi is published 7 days a week and each day it has three editions.
The three editions are:
City I
City
Late City
The City I edition is for those places where it takes 12 hours to reach either by train or by bus. The mode of
transportation for these far off places is generally by train or by taxi. In some cases the newspaper is also
transported by buses that ply between these places and Delhi but it is rare.
The City edition is for places where it takes some 6-7 hours to reach. The general mode of transportation of
City edition newspapers is taxi but in some cases the newspapers is also transported through train.
The Late City editions are for those areas which fall within the radius of 75-80 kilometers from Delhi. Here
again the mode of transportation is taxi.
Page 23
The Times of India Monday to Saturday
It is a twenty to twenty-four page newspaper with additional supplement of Delhi Times (Daily), Education
Times (Monday), East/West Delhi Plus & Financial Times (Tuesday), Ascent & Times Classifieds
(Wednesday), West/East Delhi Plus & Business opportunities (Thursday), government Business (Friday)
and West/East Delhi, Plus & Property Times (Saturday) Sunday Review and Times Classifieds /
Matrimonial (Sunday).
It is divided into 8 different sections. The different sections are:
1. Lead News – These are the most important news that are carried in the first page of the newspaper.
2. City Section – This section contains the news about Delhi and the place surrounding it. This section is
carried in the third page of the newspaper.
3. State Section – The news about the whole of Delhi is carried in this section. It is published in the fourth
page of the newspaper.
4. National Section – This is a four page section which carries news from various parts of the country.
5. International Section – News from around the world is carried in this section.
6. Editorial Section – This 12th page of the newspaper is the editorial page.
7. Business Section – Contains the various business news of national and international importance while it
carries the prices of the shares listed in the BSE, NSE and the DSE Stock Exchange.
8. Sports Section – The sports news is all about National and International Sports.
The second page contains the classified advertisements and at times a little bit of city news while the last
page contains the important news that could not be carried in any of the above mentioned sections.
On Wednesday Times classified advertisements pertaining to recruitment are carried on three-four pages of
the newspaper.
At times a special supplement is made in the form of a pullout but sometimes it is carried in the main
newspaper.
Page 24
The Sunday Times of India
Four pages in the main newspaper contain columns from eminent personalities and it also contains the
analysis of important issues generally pertaining to Delhi.
Eight pages Sunday Review, which includes editorials, articles, future discoveries etc.
Horoscope, cartoons etc. are covered in the last pages of the main newspaper.
The classified matrimonial advertisements are published in eighteen pages of the newspaper.
Apart from all this the newspaper also contains the lead news, city news, national news, international news
and the sports news.
Supplements throughout the Week
If there is a USP behind the success of any product or service, then for Times of India it has to be the
Supplements that come with the newspaper. On date TOI is the only newspaper in India having the target
assortment of thirteen supplements catering to the needs of almost all reader profiles.
The TOI often is associated with as the “First” in supplement. The strength of the supplements is that on one
hand due to their target at each reader profile, they have instigated a brand loyalty of the readers in TOI and on
the other hard they have even made core Hindustan Times readers selectively subscribe to the TOI on specific
days like most HT readers who are executives subscribe to the Times of India on Wednesday for Ascent.
Page 25
The various supplements are mentioned herewith.
Delhi Times – Often referred to as exciting,
innovative, titillating and glamorous, Delhi Times
is a supplement for those who lure for glamour.
This is a Monday to Saturday supplement covering Delhi updates, general exports, fitness & health, style &
fashion, pets, comics, shopping, reviews, spirituality and the latest of Bollywood and Hollywood.
Education Times – This supplement is
targeted at students in late teens to those
pursuing Graduation or Post-Graduation.
This supplement provides all details
about various courses in the offering, review about any one field is shown and the prospects after the course
completion are stated. Also contains, vocational guidance, segmented ads of various institutions, school
admission / test details etc. As it is aimed at students, language is easy to read and understand. Education
Times comes out every Monday.
East Delhi/West Delhi Plus – This is the TOI reader’s window to their surroundings. East Delhi plus is
distributed to readers of East Delhi while West Delhi Plus comes to readers of North and West Delhi. These
supplements cover problems faced by the residents of particular areas. Recent developments in those areas
and also details of functions to be held in near future. Targeted at those who want to see local news, these
supplements come out every Tuesday, Thursday and Saturday.
Financial Times – A supplement for an
investor, this highlights the various
developments in the financial sector.
Articles on various new public issues
and their ratings are given to provide the
investor an insight into, which is the best
place to invest. Columns by top-notch economists and financial advisers also make it easy for a layman to
understand the technicalities involved in the financial sector. Financial Times comes out every Tuesday.
Page 26
Ascent – A bumper for TOI, the Ascent is the best job supplement available. Ascent covers details of both
national and international appointments and the companies advertising in Ascent are all top- notch. Even a
large number of IT Companies advertise is Ascent for recruitment. Coming out every Wednesday, this
supplement has the maximum pull for readership and even those who are not TOI subscriber’s purchase it
on Wednesday just do go through Ascent.
Times Classifieds – This is not really a
supplement but it acts like one. In times
classifieds advertisements pertaining to sale,
purchase, recruitment, travel, health etc are
printed. Times classifieds has a recruitment
issue on Wednesday printed in the main paper.
The catch phrase for times Classifieds is “News you can use”.
Business opportunities – This is a window to newly emerging business opportunities from TOI. Aimed at
people wanting to do new business, it comes out every Thursday.
Government Business – This supplement comes out every Friday. It provides an insight into the
governments working. Various government features, laws etc are printed for readers to understand the
functioning of the government better.
Property Times – Wanting to purchase a new property, thinking about interior designing, want to know
more about property rates, then Property Times is the guide. This supplement has columns on interior
decoration, rates of properties etc. Advertisements pertaining to sale and purchase of properties, properties
on rent, interior designing, construction etc. are also found in this supplement. This supplement comes out
every Saturday.
Page 27
Sunday Review – This eight page supplement comes out every Sunday and contains film articles (limelight,
newsmakers), objects of Desire (showing all latest inventions), Relationship based features, health and
fitness, futuristic etc.
Times Matrimonial – The search for a perfect groom or a perfect bride ends here. Times Matrimonial
has the largest collection of matches of both sexes. The matches are displayed as per their caste, religion
and profession.
Page 28
THE TIMES MAGAZINES–World Wide Media portfolio is indigenous and has grown over the years
occupying both consumer and B2B spaces (in association with BBC Magazines)
Femina: Femina has partnered the Indian woman on her journey of personal growth and
development. Famina traveled a long way from “Woman of Substance” in early 90’s to
“Generation W” and defined and identified the new woman
The advertising for Femina changed and reflected the modern & contemporary Indian woman.
With a circulation of 1.46lacs, Femina is the largest selling and the largest read women’s
magazine in India. Femina has 9.04 lakh readers all across India. Out of which Femina has
8.40 lakh readers in urban India. This is the largest readership for any women’s magazine
Film fare: Running since 1954, the Film fare Awards capture the glitz and talent of the
largest movie business in the world. At a transitional phase, Film fare today has moved from
being a mere fan of the industry to allowing
TV CHANNELS:
Times Now: Times Now is a leading 24-hour English News channel that provides the
urbane viewers the complete picture of news that is relevant, and presented in a vivid and insightful manner,
which enables them to widen their horizons & stay ahead.
Zoom: Zoom is India's first non-fiction, Hindi entertainment channel that is the ultimate source for celebrities,
Bollywood, spicy gossip, unabashed glamour and the high life. It's is a spy into the homes of the rich and
famous, an invitation to the hippest parties, DJ’s, fortune tellers, party hoppers, voyeurs, fashion designers all
rolled into one, and more
RADIO MIRCHI:
The original avatar of Radio Mirchi was Times FM, which began operation in
1993. Until 1993, All India Radio or AIR, a government undertaking, was the only
radio broadcaster in India. The government then took the initiative to privatize the radio broadcasting sector. It
sold airtime blocks on its FM channels in Hyderabad, Mumbai, Delhi, Kolkata and Goa to private operators,
Page 29
who developed their own program content. The Times Group operated its brand, Times FM, till June 1998.
After that, the government decided not to renew contracts given to private operators.
In 2000, the government announced the auction of 108 FM frequencies across India. ENIL won the largest
number of frequencies, and thus started its operations under the brand name Radio Mirchi.
In January 2006, Radio Mirchi bagged 25 frequencies in the second wave of licenses that were issued by the
Government of India. This pushes the Radio Mirchi presence in 32 centers. In the first phase of launch,0020it
launched in April in Bangalore and has been a spectacular hit among the folks, giving healthy competition to
Radio City.
What Readers want from News Papers?
A newspaper is referred to as the companion of the morning tea. The prime reason why a newspaper is bought is
the current affairs or the news in it. The newspaper has been over the years the most effective interface of a
common man with the word.
The readers thus want that the news in the newspaper should be unbiased and fresh. Moreover the
advertisements should be ethical and should not be inserted at the expense of news and editorials.
Finally, the readers want the whole newspaper packaged at a rate that is affordable and a value for money.
Page 30
Pricing at the Times of India
The Times of India is the largest selling English daily in India. It is also a national newspaper covering interests
of all sections of society. This achievement has been through effective pricing strategies adopted by the
newspaper. These strategies for both the advertisers and the readers are given below.
Pricing strategy for advertisers
Over the years the Times of India has been one of the leading newspapers catering to readers from all walks
of life. The demographic profile of TOI readers thus has been a very vital reason why TOI has been the
number one preference of all advertisers. Though the rates charged by TOI have never been less than what
competitors are offering but they have been more or less similar .The only advantage that TOI, has over its
competitors viz. the Hindustan Times. The Indian Express, The Hindu, etc. is the superb presentation and
coverage offered.
But there have been moments when the TOI has had to take heat from its ambitions rivals. Even after such
upsurges in which the rivals have reduced ad rates the TOI has been having Rs. 120crore share of the total Rs.
500 crore market of appointments, which are the biggest grosser for all newspapers. The scene of classified ads
and matrimonial is even more extreme where the TOI is the largest grosser.
Though, as explained before, till date the TOI has won ads on basis of not price but superb coverage but a
recent development which involved a tie- up of the Hindustan Times, The Mid- Day and the Indian Express
has made the newspaper think over its policy again. The tie up of the trio offers an advertiser 2/3 rd more
coverage than that of TOI at costs 50% less than the TOI. Keeping this in mind the TOI has immediately
slashed its rates as well and is now – providing ad coverage in more than one edition at very less add on
cost. The newspaper has also introduced the appointment paper in Hyderabad and Pune editions. The
strategy now has turned from being value driven previously to being market driven. (see annexure for the
latest advertisement rates)
Page 31
a) Pricing strategy for readers
A newspaper if printed and sold without subsidizing would cost the customer somewhere around Rs.8.
However the newspaper companies charge less as compared to the actual cost of production as this is a very
high not be amount and would not be willingly paid by the customer. The deficit the Newspaper Company
faces is neutralized by the advertising revenue generated through sale for space to advertisers.
However the amount charged by Times of India from readers for a newspaper depends on various factors.
These are –
a) Price charged by competitors
b) Market scenario or positioning of the newspaper in the market.
c) The company also takes into consideration the perceived value of the newspapers.
This means that the company takes into account the going rate, Value pricing and Perceived Value-pricing
altogether to formulate the actual price.
Besides these the total advertisement revenue generated is also taken into consideration while setting the price.
The Price War
The policy of charging less prices from the readers and offsetting the deficit through advertising revenue
generation was started by the Times of India group in the year 1992. The first paper was Economic Times.
Economic Times was chosen as the experimental newspapers because Times of India was a major league
newspaper while Economic Times was restricted to financial and economic segment like educational
institutions, professionals and companies.
The Economic Times, before, invitation price (as the price reduction was known) was rated at Rs. 5 on all week
– days and at Rs. 10 on Sundays. The invitation price was first introduced in Wednesday Economic Times.
Whereby the newspaper was sold on that day for Rs.2. The invitation price was a run- away success and very
shortly invitation price was introduced in Friday edition as well. However the invitation price was for Delhi
only.
The invitation price had desirable positive effect on readership. In the first six months of introduction the
circulation figures of Economic Times in Delhi raised from 30,000 units 1, 20,000 units.
Page 32
After this Times of India group brought the invitation price in 1994 into its major up league newspaper the
Times of India. In the early 20s the newspaper copy of TOI used to cost Rs. 2.50 and thereby it wasn’t able to
attract attention of readers from the rivals, basically the Hindustan Times. The Hindustan Times was a much
cheaper newspaper so people mostly favored reading it. This was due to the price economy that India is where
cheap things of high utility sell like hot cakes.
On the 7th March 1994, The Times of India introduced the invitation price for its Delhi Edition. The rates were
slashed from Rs. 2.50 per copy to Rs. 1.50 per copy. The move however was not cared about by the Hindustan
Times for approximately 3 months, but by then the Times of India had got a strong foothold. The sale rose from
1.4 lakh copies per month in 1994 to lakh copies per month (Source: The Hindustan Times) in Delhi region.
Since then the Hindustan Times has also followed suit and introduced the Invitation price. Even after this the
invitation price had made Times of India the price leader white others have to follow suit.
Page 33
Distribution Channel
The distribution problem can be traced back to time immemorial. The Pharaohs were the first recorded example
of conserving crops during bumper season, so that they could be distributed in lean year. Since then distribution
has become an essential for progress and human life. Essential because all products cannot be created or
produced everywhere and it is only through a proper distribution that they can be made available to everyone.
Distribution thus may be defined as an operation, or a series of operations, which physically brings goods
manufactured or produced into the hands of a final consumer or user. This is thus a very vital aspect of the
market–mix. A proper distribution requires an extensive evaluation of the segmented market so as to adopt that
marketing channel which reaches the segmented market most effectively and efficiently.
A Marketing Channel in this means “A set of independent organizations which are involved in the process
of making a product or
Service available for use or consumption.”
The distribution thus can be done mainly through four major types of marketing channels these are:
Direct Marketing – in this the company reaches directly to its customers.
One level marketing – In this the company reaches to its customers through one intermediary i.e. retailer.
Two level marketing – In this the company reaches to its customers through two intermediaries i.e. retailer
and wholesaler.
Three level marketing – in this the company reaches to its customers through three intermediaries i.e.
(C&F agents, whole sales and retailers)
However there can be more than three levels of channels in marketing used for distribution of a product but as
these are the most commonly used we have restricted ourselves to these only.
While selecting a marketing channel, a company has to keep in mind that the decision of choosing a particular
Page 34
channel can affect other marketing decisions like pricing and / or promotional strategy. This is so because
distribution involves transportation and warehousing also.
Distribution of Newspapers
The distribution of newspapers is a very funny business. Although all the rules stated previously are followed
but still owing to its very shot life span it is very different from other physical products. A newspaper’s life
span erodes within 24 hours. This is so because nobody likes stale news and once news becomes old, the utility
of the newspaper is eroded. This typical character on one hand removes two very important functions of
newspaper, namely warehousing and inventory management but on the other it compels the newspaper company
to have a very efficient distribution set-up so as do enable the newspaper to reach its target audience as quickly
as possible.
The functions involved in distribution of a newspaper can be listed as:
Planning the distribution system
In plant warehousing
Transportation
Receiving
Handling
Secondary transportation
Secondary handling & sub distribution
Communication
The newspaper in this scenario has to use a combination of one and two level marketing. The flow diagram of a
newspaper’s physical distribution is given on the next page.
Distribution of the Times of India
Page 35
The Times of India has one of the most advanced and well planned distribution networks. For effective coverage
throughout India, the TOI is on date published fro
m Delhi as the National Edition and from various other centers like Mumbai, Ahmedabad, Bangalore, Lucknow
and Patna as regional edition. Furthermore each publishing center has various printing presses in its close
proximity for effective coverage in the region. The Delhi edition is printed at the company press in New Delhi,
at Sahibabad in Uttar Pradesh, and at Panchkula in Haryana. These printing centers see to it that the newspapers
reach their proximity areas quickly. Major cities are connected to the Delhi press by air. The entire distribution
is shown on the next page.
Within City Ahmedabad Bangalore Hyderabad Mumbai Cochin Chennai Nepal
RC - Regional Centers, from where three the distribution channels mentioned previously, the newspaper is
delivered to the customers.
Printed at N-
Delhi
Printed at Sahibabad U.P
Printed at Calcutta (W.B)
Printed at Panchkula Haryana
RC 1 RC2 RC3
RC 1 RC2 RC3
RC 1 RC2 RC3
Page 36
PROFILE OF THE STUDY
Working in a harmonious and congenial atmosphere really motivated me a lot to contribute my services to the
corporation. It has been a wonderful experience working as a management trainee which has provided me with
practical insight into the fields where we will be tomorrow. The training has helped me evolve both
professionally as well as on personal level. My learning was just not hypothetical in nature but those people had
really taught me how to fight with the tribulations that may arise in the day today environment. My erudition
can be precisely stated as follows:
Be punctual to reach your workplace.
Communication in groups and in individuals.
Looking there past as well as current reports in order to rectify errors (if any), made me aware of their
procedure and policies.
Observing the people around me gave me disclosure about their attitude in working environment.
as a management trainee with the times of India (Bennett Coleman & co. ltd) in their finance department at
Daryaganj for the period from 31st July 2012.
The times of India group of publication (Bennett Coleman & company ltd) was established in 1838 as the
Bombay times and journal of commerce. After the certain yrs. of change, evolution and growth in the
newspaper industry and character, Bennett Coleman &co. ltd (the proprietors of times of India group) was
established with the principal objective of publishing newspapers, journals and entertainment.
Today the times of India group has emerges as multi edition, multi- product organization and a clear leader
in the segment it operates. Some of the brands owned by the Bennett Coleman & co. ltd are the times of
India, the economic times, navbharat times, Maharashtra times,sandhya times,femina,filmfare,the times
music, times entertainment ltd-radio mirchi 98.3 fm.
Page 37
During training in the RMD department of the times of India group for the period of two months carefully
watching the working of the various sections of the RMD department and helping and assisting the
individuals wherever possible.
In this project report, a brief explanation of the functioning of the RMD department is including.
Page 38
LITERATURE REVIEW
Lucas & Brit (2004) deals with four theories of Consumer Behavior by (Effect of tele-adverts on the nature and pattern of consumers psychological functioning)
: A Psychological Appraisal of Tele-Advert on Consumer Behavior
Lucas & Brit (2004) deals with four theories of Consumer Behavior in connection with Advertising. Fig shows
a model of Anatomy of Purchase Decision. When making even the simplest purchase, a consumer goes
through this complicated mental process.
this model shows how external stimuli such as the company's marketing efforts as well as various
noncommercial sources of information (Family, Friend, Teachers etc.) join to activate the decision making
process. At the same time, this process is also filtered by many personal influences on Consumer Behavior such
as Motivation, Personality, learned Attitudes and Perception. At any time the decision process may be
terminated if the consumer loses interest or, afire evaluating the product, decides not to buy. If he does make a
purchase, he has the opportunity to evaluate whether the product satisfies his needs. If it does not, then he will
probably discontinue using that product. Therefore, in order to fully understand the complexity of the
consumers' buying decision, one need to be aware of variety of personal Influences on Consumer Behavior like
Page 39
Needs and Motives, Individual Perception, Consumer Learning and Habit development and Environmental
influences like Family, Social class, Reference group, Opinion leaders and Culture.
According to O'Brien (1971) by (Self-concept of consumer behavior)
(1971) has tried to develop an operational model which could integrate various stages of decision making by
buyers, as shown below.
Cognitive Activity (Non Evaluative thinking)
Affective Activity (Evaluative mental activity)
Co native Activity (Plans for actions)
According to Christopher of consumer behavior by (^ Ehrenberg, A.S.C. (1989) "Towards an Integrated Theory of Consumer Behavior)
Consumer Behavior Christopher (1989) studied the shopping habits of consumers to form an idea of whether or
not the store concepts, product ranges and strategies of the companies are appropriate towards consumer
requirements. He believed that consumer behaviors are unpredictable and changing continuously changing;
while trying to under try to understand how individual or group make their decision to spend their available
resources on consumption-related items. These are factors that influence the consumer before, during, and after
a purchase (Schiff man and Kanuk, 1997), for example, feedback, from other customers, packing, advertising,
product appearance, and price (Peter & Olson etc., 2005).
According to kotler, Amstrong(2001) by (consumer Markets: Influences on consumer behavior)
The essence of this approach is critical for organizational success, so that they can have a better understanding
of their customer behaviors (Solomon et al., 2006). The physical action or behavior of consumer and their
buying decision every day can be measured directly by marketers (Papanastassiu and Rouhani, 2006). For that
reason many organizations these days are spending lot of their resources to research how consumer makes their
buying decision, what they buy, how much they buy, when they buy, and where they buy (Kotler, Amstrong,
Page 40
2001). To get a well coherent result, organizations normally looked at these behavior base their analysis on
difference conceptions; whether customers buying behavior were measured from different perspectives, such as
product quality and better service, lower price structured etc. (Papanastassiu and Rouhani, 2006)
According to Michael R. Solomon (2006) by (Consumer Behavior: A European Perspective 3rd edition)
More recently, different researchers and author have given their definition and meaning of consumer behavior.
For Michael R. Solomon (2001) consumer behaviors typically analyze the processes of group selected or
individual purchases/dispose of product, service, concept or experiences to satisfy their need and desires.
Additionally, Kotler (1996) suggested that consumer behaviors have a huge impact in a firm marketing decision
making process every year. There is a risk that what a consumer does will inflict on his or her behavior and
generate consequences. The user and the purchaser can be different person, in some cases; another person may
be an influencer providing recommendations for or against certain products without actually buying or using
them (Solomon 1999; Solomon et al. 1999).
Page 41
OBJECTIVE OF STUDY
PRIMARY OBJECTIVE :-
Main objective of research study is the STUDY OF CONSUMER BEHAVIOR OF NEWSPAPER READER on the basis of the product feature and schemes of the English newspaper.
SECONDERY OBJECTIVE:-
1. To study consumer behavior of daily newspaper reader
2. To find out expectation of readers in current scenario.
3. To find out the factor influencing brand loyalty.
Page 42
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem .it may be understood as a science
of studying how research is done scientifically. In it we study the various steps that are generally adopted by a
researcher in studying his problem along with the logic behind.
Page 43
RESEARCH DESIGN
Descriptive type of research design has been used for the study.
Analytical Research: this has been conducted to collect information through survey method i.e. preparing questionnaire and interviewing readers of both T.O.I and H.T on the basis of this questionnaire.
SAMPLESIZE:
The sample size of this study is 150.
POPULATION:
The population of this study is indefinite.
SAMPLING METHOD
The study involve area sampling method .area sampling method involve selecting a probability sample of
geographic areas and selecting units or individual within this selected area for the sample.
Page 44
SOURCES OF DATA
The researcher had used both primary and secondary data.
1. PRIMARY DATA:
The primary data was collected from the respondents using questionnaire.
2. SECONDARY DATA:
The secondary data was collected from the company’s official website, English magazines and from internet.
DATA ANALYSIS METHOD:
The data was collected from the main study and was analyzed using based on the result conclusion were drawn
and suggestions were made.
DATA COLLECTION SOURCES
Data collection sources are divided in the following two categories.
PRIMARY DATA : the main sources for the study of this project was the questionnaires’ through
which data has been collected from 150 respondents so the information gathered through the
questionnaires’ provide the best needed source for the project.
Secondary data: Secondary data offered a great help in forming the project as it provide company
profile and other facilities like books on marketing research.
Page 45
SAMPLING PLAN
Sample Size: The data was collected from 150 samples. All the 150 readers were Delhi, ranging from all age group of 18-65 including student, servicemen and business class and also others.
The sample report can be written as follows:
Sample : 150
Occupation : Number of respondents
Students : 45
Service : 20
Business : 75
Others : 10
Sales
studentseervicebusinessothers
Page 46
Occupation 18-35 35-45 45-…student 25 20 …Business 25 25 25Service 5 5 10other … 7 3
Sampling procedure: the sample is chosen on the basis of satisfied Random sampling.
Analytical tools:
For the project study we made use of many analytical tools such as percentage, pie charts
In order to analyze and depict the data.
Page 47
ANALYSIS AND INTERPERTITION
SAMPLE SIZE: - 150
1. Do you read newspaper?
(a) Yes 110 ( 73%)
(b) No 40 (27%)
Analysis: Researcher found that mostly readers like to read newspaper. Few people not read newspaper.
Q.1
YESNO
YES73%
NO27%
Q.1
YES73%
NO27%
Q.1
YES73%
NO27%
Q.1
Page 48
2.what is your occupation?
(a ) student (b) employee (c) business (d) other
Category Student Employee Business OtherNo of category of non-TOI”S
75 20 45 10
Analysis: As per survey conducted
Study is focused on those individual who read other English newspaper. According to above graph, student’s and businessman were major segments that consist of
approx. 86% of total non-”TOI” readers.
STUDENT50%
EMPLOYEE13%
BUSINESS30%
OTHERS7%
Q 2
Page 49
Q.3. How frequently you read the newspaper?
(a) Daily 145(97%)
(b) Weekly 5(3%)
ANALYSIS:-
As per the above chart it shows that 97% of the population use newspaper as daily basis & 3% weekly.
DAILY97%
WEEKELY3%
Q 3
Page 50
Q.4 WHICH NEWSPAPER DOES YOU PRFER TO READ?
(A) ENGLISH 90(60%)
(B) HINDI 40(27%)
(C) OTHERS 20(13%)
Analysis: Researcher found that mostly reader to like read English newspaper.Second is Hindi newspaper
ENGLISH60%
HINDI27%
OTHERS13%
Q 4
Page 51
5. WHICH ENGLISH NEWSPAPER YOU WOULD READ?
(A) THE TIMES OF INDIA 90(60%)
(B) HINDUSTAN TIMES 30(20%)
(C) THE HINDU 20(13%)
(D) ANY OTHER 10(7%)
Analysis: Most of person like to read The Times of India because supplement of that newspaper is very good or focus on information, editorial and printing is very good.
TOI60%
HT20%
THE HINDU13%
OTHERS7%
Q 5
Page 52
6. WHICH FACTOR PREFERED YOU TO READ THE TIMES OF INDIA MOST?
A) PRINTING 60 (40%)
(B) GRAPHICS 40 (27%)
(C) CLARITY 20 (13%)
(D) EDITORIAL 10 (7%)
(E) ANY OTHER 20 (13%)
Analysis : The Times of India mainly focus on information ,editorial and printing due
To this reason it cover high market segment.
PRINTING40%
GRAPH-ICS
27%
CLARITY13%
EDITORIAL7%
OTHERS13%
Q 6
Page 53
7. WHAT DO YOU THINK ABOUT QUALITY OF INFORMATION OF THE TIMES OF INDIA” AS COMPARE TO OTHER ENGLISH NEWSPAPER?
(A)EXCELLENT 41(27%)
(B) GOOD 60(40%)
(C) FAIR 36(23%)
(D) POOR 10(7%)
(E) CAN NOT SAY 5(3%)
Analysis :the quality of information provide the times of India is good because27%respondet said excellent and 40% is good the show that The Times of India information is too specific and newspaper is so friendly in nature.
Above mean there are two categories 1.Excellent and 2. Good. So we can say that the most of people think The Times of India quality and information in simple language.
EXCELLENT27%
GOOD40%
FAIR23%
POOR7%
CAN'T SAY3%
Page 54
8. WHICH OF THE TWO SUPPLIMENTS YOU PREFER READING MORE?
(A) DELHI TIMES 80(53%)
(B) HT CITY 60(40%)
(C) ANY OTHER 10(7%)
ANALYSIS:-
As per the above chart it shows that53% of the population are prefer DELHI TIMES & 43% are prefer HT CITY and 7% are prefer others supplement.
DELHI TIMES53%
HT CITY40%
OTHERS7%
Q 8
Page 55
9. HOW MUCH RELIBLE INFORMATION OF THE TIMES OF INDIA?
(A) VERY MUCH 50(33%)
(B) MUCH 60(40%)
(C) NEUTRAL 30(20%)
(D) NOT MUCH 10(7%)
Analysis: according to our survey, we are following these three reasons.
1) Strongest brands in newspaper.
2) TOI takes opinion from reader not vise-a-versa.
VERY MUCH33%
MUCH40%
NEUTRAL20%
NOT MUCH7%
Q 9
Page 56
\
10. DO YOU THINK TIMES OF INDIA NEED SOME CHANGES OR SOME ADDITION?
(A) YES 90(60%)
(B) NO 60(40%)
Analysis:-
As per the above charts shows that 60% of the population wants to need some change or some addition and 40% population does not want to anymore change.
YES60%
NO40%
Q 10
Page 57
11. IF, YES IN WHICH AREA?
(A) IN POLITICAL SECTION 60(40%)
(B) IN WORLD SECTION 40(27%)
(C) IN SPORT SECTION 30(20%)
(D) ANY OTHER 20(13%)
Analysis:
As per above charts 40%population want to change in world sec,27%population want to change in political sec,20% population want to change in sport sec and 13% population want to change in other.
POLITICAL SEC27%
WORLD SEC40%
SPOPRT SEC20%
OTHERS13%
Q 11
Page 58
LIMITATION
The study have been completed in 60 days, this is not sufficient time to do a survey in Delhi and NCR.
The sample size chosen is limited to 150 respondents; the study may not be applicable to the total
market.
Hence the data collected may not be a representation of the entire population.
There is a possibility of biased answer from the respondents; hence the information collected might not
be an accurate one.
The study has been done in certain areas in twin cities in Delhi and NCRS. The findings are regional and
do not represent the state or country.
As the market being very huge it was not possible to cover each and every area.
The questionnaire may not draw any strong conclusion as the primary object is to find the people who
can be considered as potential customer.
Page 59
RECOMMEDATION
There are a lot of English newspapers, which are attracting the potential readers.
Now in order to sustain in the market and lead its segment The Times of India has to work upon certain
areas:-
Better distribution channel:-the distribution channel plays a very important role in newspaper
industry. in some cities the distribution system of The Times of India is not proper.
More efficient sales team: - skilled workforce to convince The Times of India house to
subscribe the newspaper.
Promotional scheme offered to the consumers helped increasing the circulation of The Times of
India.
Finally looking at the acceptance of promotional scheme of The Times of India conclude that
the scheme offered was mostly liked by the readers and ultimately most of them were
subscribing to it.
The Times of India uses Endau’s distribution channel for distributing newspaper to its
customers but there are so many people who are not receiving there copy after completing
subscription process .for example Sanjay Kumar, Lagpat nagar block no B has subscribed The
Times of India before 10 month but till now the bank has not copy.
\
Page 60
CONCLUSION
There is phenomenal increase in the readership of newspaper due to difference subscription
schemes offered by the both English as well as regional newspapers & substantial improvement in the literacy
rate. Developing customer loyalty & retaining readership can be huge challenge for the managers of publishing
business. The problem become more serious because of variety of choices the reader may have today. It could
be easy to change the readership to change the readership temporarily but to sustain that change in long run can
be very difficult. Therefore professionals busy in publishing industry must create something
Page 61
ANNEXURE
QUESTIONNARIES OF TIMES OF INDIA
1. WHAT IS YOUR OCCUPATION?(A)STUDENT (B) EMPLOYEE (C) BUESSNESS (D) OTHER PLEASE SPECIFY
2. HOW FREQUENTLY YOU READ THE NEWS PAPER?
(A) DAILY (B) WEEKLY
3. WHICH NEWSPAPER DOES YOU PRFER TO READ?
(A) ENGLISH (B) HINDI
4. WHICH ENGLISH NEWSPAPER YOU WOULD READ?
(A) THE TIMES OF INDIA (B) HINDUSTAN TIMES (C) THE HINDU (D) ANY OTHER
5. WHICH FACTOR PREFERED YOU TO READ THE NEWSPAPER MOST?
(A)PRINTING (B) GRAPHICS (C) CLARITY (D) EDITORIAL (E) ANY OTHER
6WHAT DO YOU THINK ABOUT QUALITY OF INFORMATION OF THE TIMES OF INDIA” AS COMPARE TO OTHER ENGLISH NEWSPAPER? (A)EXCELLENT (B) GOOD (C) FAIR (D) POOR (E) CAN NOT SAY
7. WHICH OF THE TWO SUPPLIMENTS YOU PREFER READING MORE?
(A) EDUCATION TIME (B) DELHI TIMES (C) ANY OTHER
8. HOW MUCH RELIBLE INFORMATION OF THE TIMES OF INDIA?
(A) VERY MUCH (B) MUCH (C) NEUTRAL (D) NOT MUCH (E) NOT AT ALL
9. DO YOU THINK TIMES OF INDIA NEED SOME CHANGES OR SOME ADDITION?
(A) YES (B) NO
10. IF, YES IN WHICH AREA?
(A) IN POLITICAL SECTION (B) IN WORLD SECTION (C) IN SPORT SECTION (D) ANY OTHER
Page 62
11. NAME:
AGE:
SEX: A: male
B: female
Phone no:_______________ Location: _________________________ E-mail id:
BIBLIOGRAPHY
Page 63
PHILIP KOTLER – MARKETING MANAGEMENT
NEWS PAPER
http://www.timesofindia.com
http://www.indiatimes.com/
www.financialtimes.com www.google.com
Page 64
Page 65
Page 66
Page 67
Page 68
