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A project report on “TO STUDY THE AWARENESS & PERCEPTION OF DIFFERENT BRANDS OF NEWSPAPERS AMONG MBA STUDENTS” Submitted by: AMYA FB13064 KHUSHBOO PAHWA FB13083 SHANTANU DAS FB13110
A project report on
“TO STUDY THE AWARENESS & PERCEPTION OF
DIFFERENT BRANDS OF NEWSPAPERS AMONG MBA
STUDENTS”
Submitted by:
AMYA FB13064
KHUSHBOO PAHWA FB13083
SHANTANU DAS FB13110
SHIVANGI AGARWAL FB13114
TANIYA TANDON FB13118
ACKNOWLEDGEMENT
We feel very indebted and express our gratitude to Ms.Yukti Ahuja for her
valuable research project. Through which we were able to understand the
concept of research and its application.
The project broadened our understanding on research and helped us to
understand how the research is carried out.
During the project was highly Ms.Yukti Ahuja supportive and gave her valuable
guidance from time to time her constant guidance helped us to complete the
project easily and on time.
INDEX
INDEX:
S.NO TITLE PAGE NO.
1. EXECUTIVE SUMMARY 4
2. LITERATURE REVIEW 5-8
3. RESEARCH METHODOLOGY 9-11
4. DATA ANALYSIS AND DISCUSSION 12-51
5. FINDINGS OF THE STUDY 52
6. SUGGESTIONS AND RECOMMENDATIONS 53
7. LIMITATIONS 54
8. CONCLUSION 55
9. BIBLIOGRAPHY 56
10. ANNEXURE 57-58
EXECUTIVE SUMMARY
India is one of the few countries in the world to have many business newspapers,
which not only reflects the vitality and vibrancy of the media, but also the new
vitality of our economy. The large readership for these business newspapers
transcends from the rapidly growing corporate sector, it also illustrates the
growing interest that the general public now evinces in economic matters which
reflect the growing importance of business and economy in our national
discourse.
There was a huge growth in the sales of the business newspapers for the past
few years. According to the recent study by Federation of Indian Chambers of
Commerce and Industry (FICCI), this growth would outperform the general
economy each year till 2013.
The Indian print media industry netted $90.80 million in foreign investment in the
last three years, few papers like Business standard have tied up with Financial
Times of London. Business newspapers have the ability to carry the message in
greater detail and clarity, more in-depth information and analysis, which helps
companies and their business.
Business newspapers are re-inventing themselves to protect their turf in a
fiercely competitive multi-media environment. They are using different strategies
to attract the customers of different sectors. Business newspapers focused
mainly on business news, insightful views on significant issues and
comprehensive coverage of the stock market.
They have managed to hold the attention and fidelity of more than 9, 00,000
readers (both individual and corporate across the nation). All the business
newspapers in India (Economic Times, Business Standard, Financial Times,
Business Line, Mint and Financial Chronicle) are working strategically to increase
their sales.
REVIEW OF LITERATURE
http://psychology.about.com/
Perception is our sensory experience of the world around us and involves both the
recognition of environmental stimuli and actions in response to these stimuli. Through
the perceptual process, we gain information about properties and elements of the
environment that are critical to our survival. Perception not only creates our experience
of the world around us; it allows us to act within our environment.
Perception includes the five senses; touch, sight, taste smell and taste. It also includes
what is known as proprioception, a set of senses involving the ability to detect changes
in body positions and movements. It also involves the cognitive processes required to
process information, such as recognizing the face of a friend or detecting a familiar
scent.
http://www.ask.com/question
Customer Perception is defined as the way that customers usually view or feel about
certain services and products. It can also be related to customer satisfaction which is
the expectation of the customer towards the products.
Knowing what your customer wants from your product can be a huge mystery,
particularly if your product serves people from all occupations and walks of life. It costs
five times as much to entice a new customer to walk into your product than to keep an
existing one, according to the All Business website. Retaining existing customers is
particularly vital to a business during hard economic times. Measuring what your
customers expect from your business is key to being able to serve them satisfactorily.
http://www.hindustantimes.com/india-news/delhi-ncr-has-voted-decisively-ht-is-
no-1/article1-1177783
Delhi, NCR has voted decisively. HT is No. 1
HT Correspondent, Hindustan Times New Delhi, January 29, 2014
First Published: 07:36 IST(29/1/2014) | Last Updated: 07:43 IST(29/1/2014)
Based on the Article, HT has retained its No. 1 position in the city for the 13th
consecutive time, as per the latest round of the Indian Readership Survey (IRS). These
findings were released by the Media Research Users’ Council and Research Studies
Council of India. HT’s readership in Delhi is 16.39 lakh, while its nearest competitor,
The Times of India, is at 13.94 lakh. HT is ahead of TOI in the National Capital Region
as well. HT’s Delhi-NCR combined readership stands at 22.65 lakh, while TOI is at
16.51 lakh. Among the more educated and affluent households (NCCS A, or New
Consumer Classification System A), HT has a lead of nearly six lakh readers over TOI.
With a sample size of over 2.35 lakh, the new Readership Survey - conducted now by
global Market Research agency AC Nielsen - is one of the most robust readership
studies in the world. For the first time, the entire interview was conducted on double-
screen CAPI (Computer Aided Personal Interview) to ensure top-quality and secure
data collection with the effective use of technology.
While these numbers reflect HT’s continuous growth trajectory, they also bear testimony
to the love and faith readers have reposed in the newspaper. This growth, we believe, is
a result of our relentless focus on the most important stakeholder – you, the reader. Our
campaigns, each one of them, have put the lens on issues that matter to you and our
great city. Through our HT For Delhi, HT For Gurgaon and HT For Noida & Ghaziabad,
or You Read They Learn initiatives, we have raises issues that matter to you, tried to
solve them with your help, and worked towards making our city and our world better.
We’ve succeeded in many ways, but we know there are still miles to go.
In Mumbai, HT has continued to take giant strides. Less than nine years after launching
in the city, it enjoys a healthy readership of 13.62 Lakh, over 60% of the Times of India,
and more than six times bigger than DNA, its one-time rival.
What’s more, as many as seven lakh readers in Mumbai have opted to read HT as their
only English newspaper.
Hindustan, HT Media Group’s Hindi daily, has moved a step ahead to become India’s
No. 2 daily, with a readership of 1.42 crore. In UP, Hindustan has unseated Amar Ujala
to become the No. 2 paper with 72 lakh readers, while consolidating its No. 1 position in
Bihar and Jharkhand and No. 2 in Delhi. It has also become No. 1 in Uttaranchal.
Mint, the Group’s financial daily, has consolidated its No. 2 position with a readership of
3.1 lakh.
http://www.livemint.com/Consumer/1TJupMoLalPHBEEQqrRFrI/Top-newspapers-
see-flat-growth.html
Top newspapers see flat growth
Dainik Jagran’ continues to lead the pack; ranking of business dailies remains the same
Aminah Sheikh
First Published: Tue, Jan 29 2013. 08 59 PM IST
Updated: Wed, Jan 30 2013. 12 19 AM IST
Mumbai: Hindi daily Dainik Jagran continued to lead the pack in the Indian Readership
Survey (IRS) for the third quarter that was released on Tuesday by Media Research
Users Council (MRUC). The top publications saw almost flat growth.
Hindustan, published by Hindustan Media Ventures Ltd (HMVL), witnessed a rise in AIR
to 12,242,000 from 12,205,000. HMVL is a subsidiary of HT Media Ltd, which publishes
Mint and Hindustan Times.
The Times of India tops the list followed by Hindustan Times, The Hindu, The Telegraph
and Deccan Chronicle. The readership of the top three English dailies increased. The
Times of India’s AIR grew from 7,643,000 to 7,653,000, while Hindustan Times’s AIR
grew from 3,767,000 to 3,786,000.
“It’s been overall a good IRS for us, and our publications have all shown readership
growth in almost all our markets, even though not by the quantum that we believe we
should have,” said Rajiv Verma, CEO of HT Media Ltd. “Hindustan has consolidated its
position as the second-largest paper in the country, as has Hindustan Times as No. 1
and 2 in Delhi and Mumbai, respectively.”
The ranking of the business dailies remained the same—The Economic Times followed
by Mint and Business Standard. Readership of the leading two financial dailies dropped
while that of Business Standard remained the same. The Economic Times’s AIR
dropped to 753,000 from 789,000, Mint dropped to 226,000 from 235,000, while
Business Standard maintained its readership at 153,000.
RESEARCH OBJECTIVE
MANAGEMENT DECISION PROBLEM (MDP)
To study the awareness & perception of different newspaper brands among MBA
students
RESEARCH PROBLEM
What category of news is preferred among students?
What are the preferred sources of news?
Do customers prefer alternative brands?
What are the reasons for choosing alternative brand?
What are the factors influencing the buying behavior of newspaper?
What is the satisfaction level of customers reading their preferred brand?
RESEARCH OBJECTIVES
To find out the preferred sources of news.
To determine the preferred category of news.
To find out the reasons for choosing alternative products, if any.
To find the factor influencing the buying behavior of newspaper.
To study the present satisfaction level of customers reading their preferred
brands.
RESEARCH DESIGN
Research Design Type
The type of this research design is exploratory. The main purpose of such studies is to
find out the perception of the students towards newspaper. The major emphasis in such
studies is on the discovery of ideas and insights. As such the result design appropriate
for such studies must be flexible enough to provide opportunities for considering
different aspect of such problem.
Our research is to study the awareness and perception of different brands of
newspaper among MBA students.
Research Instrument Used:
The research instrument used for this project is questionnaire. The questionnaire is
designed such that it covers all the objective of research work.The language of the
questionnaire is kept simple and easily undestandable.The question are to the point and
convey the exact information required for the research .Also the number of questions is
enough to solve the purpose of research and not annoy the respondent.
Through the questionnaire, we have tried to know about how much are the students
interested in reading newspapers; which newspaper they preferred to read; which
category of news they like the most and how do they rate various parameters with
respect to newspapers they read.
It brings out the varius other things that students wish to see in the newspaper they
read .
The sample size is selected as 80 and the responses are analyzed and conclusions are
derived from it.
DATA COLLECTION SOURCES-
In order to conduct this research project , we collected data from the following primary
and secondary resources.
PRIMARY DATA SOURCES:
Through the questionnaire ,interaction with people and through our own observations
we developed the various aspects of research and asked people to put in their thoughts.
SECONDARY DATA SOURCES:
Secondary data sources include the similar research works already conducted with
similar objectives, which we obtained through Web.
AGE OF RESPONDENT
Age of respondent
NValid 80
Missing 0
Mode 2.00
Age of respondent
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
15 to 20 3 3.8 3.8 3.8
20 to 25 72 90.0 90.0 93.8
25 to 30 4 5.0 5.0 98.8
30 and
above1 1.3 1.3 100.0
Total 80 100.0 100.0
Analysis:
Out of the total sample of 80 students,72 students fall in the age group of 20-25, which represents 90% of the total sample, followed by 3 students which are in the age category of 15-20 and represents 3.8% , followed by 4 students in the age category of 25-30 which represents 5% , followed by 1student in the age group of 30 and above which represents 1.3% of the total sample size.
GENDER OF THE RESPONDENT
Gender of the respondents
NValid 80
Missing 0
Gender of the respondents
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Male 46 57.5 57.5 57.5
Female 34 42.5 42.5 100.0
Total 80 100.0 100.0
Analysis:
Out of the total sample of 80 students, 46 students are male which represents 57.5% of the total
sample, followed by 34 students are female which represents 42.5% of the total sample size.
AREA OF RESIDENCE
Area of residence
NValid 80
Missing 0
Mode 1.00
Area of residence
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
delhi/ncr 50 62.5 62.5 62.5
non
delhi/ncr30 37.5 37.5 100.0
Total 80 100.0 100.0
Analysis:
Out of the total sample of 80 students , 50 students live in delhi/ncr which represents 62.5% of
the total sample , followed by 30 students who lives outside Delhi represents 37.5% of the total
sample size.
SPECIALIZATION
Specialization
NValid 80
Missing 0
Mode 2.00
Specialization
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid marketing 28 35.0 35.0 35.0
finance 30 37.5 37.5 72.5
human resource 9 11.3 11.3 83.8
international
business13 16.3 16.3 100.0
Total 80 100.0 100.0
Analysis:
Out of the total sample of 80 students, 30 students are from the stream of Finance which
represents 37.5% of the total sample, followed by 28 students from the stream of Marketing
which represents 35% of the total sample , followed by 13 students from International Business
which represents 16.3% of the total sample , followed by 9 students from Human Resource
which represents 11.3% of the total sample size.
PREFERRED MODE-NEWSPAPER
Preferred mode-Newspaper
NValid 80
Missing 0
Mean 3.9500
Median 4.0000
Mode 5.00
Preferred mode-Newspaper
Frequency Percent Valid Percent Cumulative
Percent
Valid
least preferred 2 2.5 2.5 2.5
Preferred 9 11.3 11.3 13.8
Neutral 11 13.8 13.8 27.5
highly preferred 27 33.8 33.8 61.3
most preferred 31 38.8 38.8 100.0
Total 80 100.0 100.0
Analysis:
Out of the total sample size of 80, newspaper is MOST PREFERRED by 31 students which represents 38.75% of the total sample, followed by 27 students which represents 33.75% of the total sample who HIGHLY PREFER reading newspaper and then followed by 11 students which represents 13.75% of the sample who are NEUTRAL in mode of news access. Followed by 9 students representing 11.25% of the sample who PREFER reading newspaper. And finally 2 students representing 2.5% who LEAST PREFER newspaper as an access of daily news.
A MODE of 5 represents that newspaper as a medium of accessing daily news, was MOST PREFERRED by maximum students.
PREFERRED MODE-INTERNET
Statistics
preferred mode-Internet
NValid 80
Missing 0
Mean 4.0000
Median 4.0000
Mode 5.00
Preferred mode-Internet
Frequency Percent Valid Percent Cumulative
Percent
Valid
least preferred 2 2.5 2.5 2.5
preferred 7 8.8 8.8 11.3
neutral 11 13.8 13.8 25.0
highly preferred 29 36.3 36.3 61.3
most preferred 31 38.8 38.8 100.0
Total 80 100.0 100.0
Analysis:
Out of the total sample size of 80, internet is MOST PREFERRED by 31 students which represents 38.75% of the total sample, followed by 29 students which represents 36.25% of the total sample who HIGHLY PREFER accessing news through internet and then followed by 11 students which represents 13.75% of the sample who are NEUTRAL in mode of news access through internet. Followed by 7 students representing 8.75% of the sample who PREFER internet as a medium of news access. And finally 2 students representing 2.5% who LEAST PREFER internet as an access of daily news.
A MODE of 5 represents that internet as a medium of accessing daily news, was MOST PREFERRED by maximum students.
PREFERRED MODE-TELEVISION
Preferred mode-Television
NValid 80
Missing 0
Mean 3.5750
Median 4.0000
Mode 4.00
Preferred mode-Television
Frequency Percent Valid Percent Cumulative Percent
Valid
least preferred 3 3.8 3.8 3.8
preferred 5 6.3 6.3 10.0
neutral 27 33.8 33.8 43.8
highly preferred 33 41.3 41.3 85.0
most preferred 12 15.0 15.0 100.0
Total 80 100.0 100.0
Analysis:
Out of the total sample size of 80, television is HIGHLY PREFERRED by 33 students which represents 41.25% of the total sample, followed by 27 students which represents 33.75% of the total sample who are NEUTRAL in accessing news through television and then followed by 12 students which represents 15% of the sample who MOST PREFER in mode of news access through television. Followed by 5 students representing 6.25% of the sample who PREFER television as a medium of news access. And finally 3 students representing 3.75% who LEAST PREFER television as an access of daily news.
A MODE of 4 represents that television as a medium of accessing daily news, was HIGHLY PREFERRED by maximum students.
PREFERRED MODE-RADIO
preferred mode-Radio
NValid 80
Missing 0
Mean 2.0500
Median 2.0000
Mode 1.00
Preferred mode-Radio
Frequency Percent Valid Percent Cumulative
Percent
Valid least preferred 34 42.5 42.5 42.5
preferred 21 26.3 26.3 68.8
Neutral 15 18.8 18.8 87.5
highly preferred 7 8.8 8.8 96.3
most preferred 3 3.8 3.8 100.0
Total 80 100.0 100.0
Analysis:
Out of the total sample size of 80, RADIO is LEAST PREFERRED by 34 students which represents 42.50% of the total sample, followed by 21 students which represents 26.25% of the total sample who PREFER accessing news through radio and then followed by 11 students which represents 18.75% of the sample who are NEUTRAL in mode of news access through radio. Followed by 7 students representing 8.75% of the sample who HIGHLY PREFER radio as a medium of news access. And finally 2 students representing 3.75% who MOST PREFER radio as an access of daily news.
A MODE of 1 represents that radio as a medium of accessing daily news, was LEAST PREFERRED by maximum students.
PREFERRED MODE-iphone/Android
preferred mode-iphone/Android
NValid 80
Missing 0
Mean 3.2375
Median 3.0000
Mode 4.00
Preferred mode-iphone/Android
Frequency Percent Valid Percent Cumulative
Percent
Valid least preferred 10 12.5 12.5 12.5
preferred 12 15.0 15.0 27.5
neutral 19 23.8 23.8 51.3
highly preferred 27 33.8 33.8 85.0
most preferred 12 15.0 15.0 100.0
Total 80 100.0 100.0
Analysis:
Out of the total sample size of 80, RADIO is HIGHLY PREFERRED by 27 students which represents 33.75% of the total sample, followed by 19 students which represents 23.75% of the total sample who NEUTRAL accessing news through radio and then followed by 12 students which represents 15% of the sample who are PREFERRED in mode of news access through radio. Followed by 12 students representing 15% of the sample who MOST PREFER radio as a medium of news access. And finally 10 students representing 12.50% who LEAST PREFER radio as an access of daily news.
A MODE of 4 represents that radio as a medium of accessing daily news, was LEAST PREFERRED by maximum students.
PREFERRED CATEGORY OF NEWS
Preferred category of news
NValid 80
Missing 0
Preferred category of news
Frequency Percent Valid Percent Cumulative
Percent
Valid
politics 12 15.0 15.0 15.0
business 29 36.3 36.3 51.3
sports 9 11.3 11.3 62.5
international news 10 12.5 12.5 75.0
editorial 6 7.5 7.5 82.5
entertainment 14 17.5 17.5 100.0
Total 80 100.0 100.0
Analysis:
Out of the total sample of 80 students , it was found that 29 students representing 36% of
sample preferred BUSINESS NEWSPAPER over others and14 students representing
17.5 % preferred ENTERTAINMENT then followed by 12 students representing 15 %
of sample who preferred POLITICS, followed by 10 students representing 12.5% who
preferred INTERNATIONAL NEWS ,9 students representing 11.3% preferred SPORTS
and 6 students representing 7.5% students preferred EDITORIAL category of news.
PREFERRED NEWSPAPER BRAND
Preferred Newspaper Brand
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
mint 6 7.5 7.5 7.5
business
standard8 10.0 10.0 17.5
economic times 38 47.5 47.5 65.0
Hindustan times 8 10.0 10.0 75.0
times of India 19 23.8 23.8 98.8
any other 1 1.3 1.3 100.0
Total 80 100.0 100.0
ANALYSIS:
Out of the total sample of 80 students , most preferred Brand amongst MBA students is ECONOMIC TIMES with 47.5% of preference represented by 38 students ,second preference is TOI with 23.8% represented by 19 students, next preference being Hindustan Times as well as business standard representing 10 % each of sample and lastly represented by 7.5% of sample..
FACTORS AFFECTING PURCHASE - QUALITY
Factors affecting purchase - Quality
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 25 31.3 31.3 31.3
no 55 68.8 68.8 100.0
Total 80 100.0 100.0
ANALYSIS:
As per the analysis, only 31.25% respondents’ purchase decisions are affected by
Quality of the product, whereas for 68.75% respondents, Quality of the newspaper does
not affect their purchase decision.
FACTORS AFFECTING PURCHASE – PRICE
Factors affecting purchase - Price
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 4 5.0 5.0 5.0
no 76 95.0 95.0 100.0
Total 80 100.0 100.0
ANALYSIS:
As per the analysis, price of the newspaper is not important. Only 5% respondents’
purchase decisions are affected by Price of the product, whereas for 95% respondents,
Price of the newspaper do not affect their purchase decision.
FACTORS AFFECTING PURCHASE - BRAND
Factors affecting purchase - Brand
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 20 25.0 25.0 25.0
no 60 75.0 75.0 100.0
Total 80 100.0 100.0
ANAYLYSIS:
As per the analysis, brand of the newspaper is not important. Only 25% respondents’
purchase decisions are affected by Brand of the product, whereas for 75% respondents,
Brand of the newspaper do not affect their purchase decision.
FACTORS AFFECTING PURCHASE – INFORMATION AVAILABLE
Factors affecting purchase - Information Available
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 59 73.8 73.8 73.8
no 21 26.3 26.3 100.0
Total 80 100.0 100.0
ANAYLYSIS:
As per the analysis, Information available in the newspaper plays an important role.
73.75% respondents’ purchase decisions are affected by the Information Available in
the newspaper, whereas only for 26.25% respondents, Information available in the
newspaper do not affect their purchase decision.
FACTORS AFFECTING PURCHASE - AVAILABILITY
Factors affecting purchase - Availability
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
Yes 6 7.5 7.5 7.5
No 74 92.5 92.5 100.0
Total 80 100.0 100.0
ANAYLYSIS:
As per the analysis, availability of the newspaper is not important. Only 7.50%
respondents’ purchase decisions are affected by the availability of the product, whereas
for 92.50% respondents, availability of the newspaper does not affect their purchase
decision.
SATISFACTION LEVEL OF PRESENT BRAND
Satisfaction level of present Brand
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
highly satisfied 26 32.5 32.5 32.5
Satisfied 47 58.8 58.8 91.3
Neutral 5 6.3 6.3 97.5
dissatisfied 1 1.3 1.3 98.8
highly
dissatisfied1 1.3 1.3 100.0
Total 80 100.0 100.0
ANALYSIS:
As far as the satisfaction level in terms of PRESENT BRAND of selected sample is
concerned it is found that 47 students representing 58.75% are SATISFIED with their
present brand.
ALTERNATE PRODUCT
Alternative product
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
yes 35 43.8 43.8 43.8
no 45 56.3 56.3 100.0
Total 80 100.0 100.0
ANALYSIS:
Out of sample size of 80 students 35 students go for alternative product which represents 43.75
% of total sample size. Where as 45 students donot prefer going for alternative product which
represents 56.25% of total sample size
REASONS FOR ALTERNATIVE PRODUCT
Reason for alternative product
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
same price 3 3.8 3.8 3.8
same quality 11 13.8 13.8 17.5
same availability 9 11.3 11.3 28.8
same content 15 18.8 18.8 47.5
No
recommendation41 51.3 51.3 98.8
Any other 1 1.3 1.3 100.0
Total 80 100.0 100.0
ANALYSIS:
Out of sample size of 80 students 41 students opt NO RECOMMENDATION as the reason
because they donot opt for alternative product which represents 51.25% of total sample size.
Followed by 15 students who opt for SAME CONTENT as the reason for alternative product
which represents 18.75% of total sample size. Followed by 11 students who opt SAME
QUALITY as the reason for alternative product which represents 13.75% of total sample
size .Followed by 9 students who opt for SAME AVAILABILITY as the reason for alternative
product which represents 11.25% of total sample size. Followed by 3 students who opt for
SAME PRICE as the reason for the reason for alternative product which represents 3.8% of total
sample size . Followed by 1 student ANY OTHER as the reason for alternative product which
represents 1.25% of the total sample size.
RECOMMENDATION TO OTHERS
Recommendation to others
Frequency Percent Valid Percent Cumulative
Percent
Valid
yes 72 90.0 90.0 90.0
no 8 10.0 10.0 100.0
Total 80 100.0 100.0
ANALYSIS:
Out of sample size of 80 students 72 students would recommend their present preferred brand to
others others which represents 90.00% of total sample size. Where as 8 students would not
recommend to others which represents 10.00% of total sample size.
FINDINGS
Most preferred category of news among MBA students is business which is
preferred by 29 students representing 36.3% of the sample.
News Paper and Internet were the most preferred sources of news followed by
television.
45 students represented by 56.3% of the sample do not prefer alternative
brands, whereas 35 students representing 43.7% of the sample prefer
alternative brands.
Reason for choosing alternative product was same content represented by
18.8% of the sample, whereas the second reason for choosing alternative
product was same quality represented by 13.8% of the population.
Based on the analysis, the most important factor which influences the buying
behavior of consumers for buying a newspaper is the Information Available in
the product. For 73.75% respondents, information available is an informant
factor.
47 students represented by 58.8% of sample are satisfied with their present
brand.
SUGGESTIONS AND RECOMMENDATIONS:
More Brand Awareness: The newspaper Brands, specially the most preferred
brand Economic Times, should focus on improving their marketing strategy to
create more brand awareness. There should be more emphasis on advertising
and promotional programs like business quizzes, B-School promotions etc, at
management institutes.
Writing Style: Business news by its nature in very dry & serious most of the
times. So the newspaper companies might try modifying their writing style to
attract more readers from the younger age group.
Customer Retention: The company should focus on retention of customers
because getting a new customer is more costly. Feedback from the customers
should be taken on ongoing basis from existing customers & the changes
suggested should be incorporated.
Some of the business newspaper brands are charging high on Saturdays &
Sundays. They should re-strategies & come-up with a little cheaper product.
Customer Care Service: These companies can start customer care
departments to deal with the service issues faced by readers.
Tie-ups with B-Schools: Newspaper companies can tie-up with B-Schools for
increasing their availability.
Promotional Offers & Schemes: The business newspaper brands can go for
some attractive schemes & offers like 3 or 6 months subscription schemes,
cheaper combos etc.
LIMITATIONS
Marketing research is not a substitute of Decision making process. It only provides Suggestions/Solutions for Marketing problem .It actually works as a tool for a decision making problems. It guides marketing manager in taking balanced , Result Oriented and Rational Decision .
The suggestions offered by the marketing researcher are usually possible/Probable but not the exact solutions . Marketing research does not provide readymade solutions to the Problems, it only provides Indicators.
Marketing research problems are not always Dependable:- There Are many who are Sceptics of Marketing Research.
MR is not a Science :- Since MR plates to consumers , it cannot be accepted as an exact Science. Both Quantifiable and Non- Quantifiable factors have to be assessd with the help of various methods . The technical part of the marketing research comes into operation particularly while collecting , analysing and interpreting facts and figures.
Time lag in presentation and Implementation:- There are other constraints as well that makes for Qualified utility of marketing research in decision making. For example: there is a limitation of time . Collection of data their checking their accuracy , Analysis and Presentation often involves considerable Time. The Formulation of policies and their Implementation as also their subsequent evaluation which are necessary followup , also takes Time.
Marketing Research can’t Study All Marketing Problems:- MR is rather vary wide in scope . However it can’t study all marketing Problems particularly where is difficult to collect relevant data. Similarly research study is not possible where value judgements are involve. Thus all Marketing problems are not researchable and all research problems are not answerable.
CONCLUSION
Through this research project we conclude that the people like to read newspapers in
order to keep them updated with the latest happenings across the world and hence they
put more emphasis over the content of the newspapers .Another determining factors
that influences buying behavior of people towards various newspapers in Quality.
As far as the reading behavior of people towards these newspaper is concerned,
majority of people preferred to read business newspapers over general newspapers.
People more prefer to read more recent happenings on Business and political issues
rather then Sports and Movies& entertainment news items. People would like to know
knowledge based news articles and more on business based news.
BIBLIOGRAPHY
www.google.com
http://psychology.about.com
http://www.ask.com/question
http://www.hindustantimes.com/india-news/delhi-ncr-has-voted-decisively-ht-is-
no-1/article1-1177783
www.studymode.com
ANNEXURE
Questionnaire for Survey on Customer’s Preference of Newspaper Brand
Personal Information
1. Age:a. [15-20] b. [20-25] c. [25-30] d. [30 & above]
2. Gender:a. Male b. Female
3. Residence: a. Delhi/NCR b. Non-Delhi/NCR
4. Specialization :
a. Marketing b. Finance c. HR d. International Business
e. Retail Management f. Any Other ____________________
5.Rate the following sources of news?
1 – Least Preferred, 2 – Preferred, 3 – Neutral, 4 – Highly Preferred, 5 – Most Preferred
a. Newspaper 1 2 3 4 5
b. Internet 1 2 3 4 5
c. Television 1 2 3 4 5
d. Radio 1 2 3 4 5
e. iPhone/Android App. 1 2 3 4 5
6.Which category of newspaper you preferred the most?
a. Politics b. Businessc. Sportsd. International newse. Editorial f. Entertainment
7.Which product comes to your mind when you think about newspaper?
Mint Business Standards
The Economic Times Hindustan Times
Times of India Any Other _____________________________
8.What factors you look while purchasing a newspaper?
a. Quality
b. Price
c. Brand
d. Information available
e. Availability
9.How much are you satisfied with your preferred brand of Newspaper?
a) Highly Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly Dissatisfied
10.Do you opt for Alternative product?
Yes No
11.Reasons for the alternative product.
Same price same quality same availability same content
No alternative product
12.Do you recommend your friend to buy your preferred brand?
a. Yes b. No
If no please mention why?
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