MailToday Summer Training

8/4/2019 MailToday Summer Training

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CONSUMER BEHAVIOR TOWARDS

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Delhi Institute ofHigher Education Page 1of100

TRAINING REPORT

ON


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Submitted to

MAHARSHI DAYANAD UNIVERSITY, ROHTAK

In partial fulfillment of the requirements

For the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

(INDUSTRY INTEGRATED)

(I Semester)

Submitted by

DEEPAK SINGH

REG.No.1073901263

ROLL No. 1090210010

Delhi Institute of Higher Education(ELC CODE: 330911003)

Community Centre, Near Police Station, Sector - 3, Rohini, Delhi - 110085


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CERTIFICATE

This is to certify that Deepak Singh , a student of the Maharshi Dayanand University,

Rohtak, has prepared his Training Report entitled Consumer Behavior Towards Newspapers

at Mail Today, under my guidance. He has fulfilled all requirements leading to award of the

degree of MBA (Industry Integrated). This report is the record of bonafide training undertaken by

him and no part of it has been submitted to any other University or Educational Institution for

award of any other degree/diploma/fellowship or similar titles or prizes.

I wish him all success in life

Anudeep Arora


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DECLARATION

I hereby declare that the Training Report conducted at

Mail Today,

2E/22, 1st

FLOOR JHANDEWALAN EXTN.

NEW DELHI- 110055

Under the guidance of

Anudeep Arora

Submitted in Partial fulfillment of the requirements for the

Degree of

MASTER OF BUSINESS ADMINISTRATION

(Industry Integrated)

To

MAHARSHI DAYANAND UNIVERSITY, ROHTAK

Is my original work and the same has not been submitted for the award of any other

Degree/diploma/fellowship or other similar titles or prizes

Place : Deepak Singh

Date : Regn. No. 1073901263

Roll No. 1090210010


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ACKNOWLEDGEMENT

A collaborative project of this nature does not exist in vacuum but its conception and completion

need support, help and positive couragement. On reflecting back honesty, at the completion of the

project, I discover a debt to others that cannot be understated. I believe it is not only appropriate

but also imperative to acknowledge all those who have directly and indirectly shaped this work

into this present form, specifically those who stand out most notably in their contribution to the

content of my work.

First and foremost, I would like to thank almighty God for giving me the opportunity to work in

MAILTODAY under the able guidance of eminent guides.

I owe an enormous debt of gratitude to my esteemed project guide, Mr. SUMIT MATHUR

DGM (Sales) of MailToday, a man of rare combination of erudition and grace, for providing

academic and insight and intake. His able guidance, valuable advice, critical evaluation of my

work and confidence in my abilities has always been moving spirit behind my work.

Mere acknowledgement may not redeem the debt I owe for the perennial encouragement and

unfailing support I received from my friends.

DEEPAK SINGH


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TABLE OF CONTENT

Title

1.INTRODUCTION:a.General Introduction about the sector.b.Industry profile.

i. Origin and development of the industry.ii. Growth and present status of the industry.

iii. Future of the industry

2.PROFILE OF THE ORGANIZATION:a.Origin of the Organization.b.Growth and development of the Organization.c. Present status of the Organization.d.Functional Departments of the Organization.e. Organization structure-and Organization chart.f. Product and Service profile of the Organization/

Competitors.g.Market profile of the Organization.

3.DISCUSSIONS ON TRAINING:a.Work profile (Role and Responsibilities), tools and

techniques used.b.Key learnings

4.STUDY OF SELECTED RESEARCH PROBLEM:a.Statement of research problem.b.Statement of research objectives.c. Research design and methodology.


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5.ANALYSIS:a.Analysis of datab.Summary of Findings

6.SUMMARY AND CONCLUSIONS:a.Summary of learning Experience.b.Conclusions and Recommendations.

APPENDICES:Annexure like copy of questionnaires, interview schedule, leaf lets,

brochures, Photographs to be enclosed


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CHAPTER 1

AN

INTRODUCTION1 INTRODUCTION:

1.1General Introduction about the sector.1.2Industry profile.

1.2.1 Origin and development of the industry.1.2.2 Growth and present status of the industry.

1.2.3Future of the industry


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1.1

General Introduction about the sector

Press is the fourth estate the other three being the legislative and the judiciary. It owes its

emergence following long struggle between the disputes and people for establishment of

democracy and representative institutions. The press is supposed to play crucial role of a

watchdog to see that, the foreside in situation functions fairly within the constitution of

framework and serve the people of whose they were created.

The newspaper can initially be defined as a written means of conveying current information. Thismeans that the first organized attempt to provide such a service occurred in ancient Rome. Where

newsletters conveyed what was going in the capital to the father reach of the Roman Empire.

According to the survey of world association newspaper yomiurishim buna Japans news

paper stands in rank 1in Worlds 100 largest news paper. The circulation ofyomiuri shin

bunis nearly about 1.4 crores. There are 15 Indian newspapers in the least.

Table no. 1.2.1worlds biggest newspaper by circulation

NEWSPAPER COUNTRYCIRCULATION(THOUSANDS) LANGUAGE OWNER

1YOMIURISHIMBUN Japan 14,067 Japanese

YomiuriShimbun

Group

8THE TIMESOF India India 3,146 English

BCCL

32 THE HINDU India 1,272 EnglishKasseri &Sons Ltd.

11DAILY MAIL U.K 2,311 English

Daily Mail

and General

Trust

Source: Wikipedia.com, list of 100 top circulation newspapers


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The United States newspaper publishing industry was $59 billion. Industry was employing

approximately 356,000, according to the Newspaper Association of America and the U.S.

Department of Labor. Now the news paper industry of developed countries like USA, UK, and

Canada is declining. However the industry is growing at around 20% in Asia.

In Asia due to 3 reasons industry is growing

Increase in the literacy rate.

Overall Economic growth in India and China.

The reach of the news paper in the rural market.

Indian newspapers are the cheapest in the world. Newspaper companies in India came to be

projected as public service institutions after independence. However, in the late 1980s, they

became just another fast moving consumer commodity. The companies started aggressive

marketing and promotional strategies to increase circulation and readership. The industry

witnessed tough competition both regionally and nationally. In 1999, the top 10 newspapers

accounted for about 90% of the readership and the top two made 90% of the profits. There was

fierce competition for the advertising rupee by late 1990s; electronic media like television hadmade a dent into the print media revenues. Print media was facing a squeeze due to the

increasing popularity of television-initially colour television and then satellite television.


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1.2 INDUSTRY PROFILE

1.2.1 Origin and Development of the Industry

The invention of stereotyping was one of the advance steps in printing. It, therefore, seems that a

few words dealing with the origin and development of the art of printing, before entering upon the

data pertaining to stereotyping proper, will be of interest.

There are, in the history of human intellect, three fundamental stages, and each one presents a

tremendous advance over the preceding stage: Speaking, Writing, and Printing. Through the

gradual progress made by means of speaking, writing and printing, man became more and more

qualified for that which is his particular privilege and which is the fundamental condition of his

superiority, namely for the communication of thought.

Printing is the art of reproducing a written thought, set up with the aid of movable, and

mechanically multiplied types, applying ink to this set up form of type, and making there-from an

indefinite number of impressions on a press.

It is difficult to state at what period of time the germ of the art of printing did not exist; some

forms of printing were practiced at the most remote periods of antiquity. One of the earliest

methods was sculpting of pictures and characters on skins, barks of trees, shoulder bones of

sheep, shells. Another method was the pressure of engraved seals or signets into gold, wax, or

other soft substances. It is also probable that the first step in the art was carried to such perfection

by the Assyrians that they produced clay or brick books. Many centuries ago, an ancient book was

discovered, entirely composed of lead. Not only were the two pieces that formed the cover, and

the leaves, six in number, of lead, but also the stick inserted through the rings to hold the


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Leaves together, as well as the hinges and the nails. It contained pictures of Egyptian idols. The

Egyptians employed a broad-leafed rush growing on the banks of the Nile, as the material to write

upon. This was the papyrus. Parchment, which is the prepared skins of animals, came into use

B.C. 250. It was so called from Pergamum, whose king, seeking to collect a library which would

vie with that of Alexandria, and being debarred a supply of papyrus by the jealousy of the

Ptolemys, had recourse to the substitute. Ancient books were not commonly disposed in a square

form, but were rolled up. Hence the word volume, signifying a roll.


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1.2.2 Growth and Present Status of the Industry

The All India Federation of Master Printers (AIFMP) is an apex body. Recognized by the

government of India, which is established in the year 1953.Representing more than 16 million

printers of the country. AIFMP draws its strength from 52 regional associations spread all over

the country, which is affiliated, to the AIFMP

Print Industry encompasses almost every field in a country's economy. The industry generates an

assortment of objects like Newspapers, Magazines, Books, Business Order Forms, Post Cards to

Memo Pads, etc. that comes in use in our day to day life. Being one of the most well established

media forms in our country, Indian Print Industry comprises mainly of newspaper and magazine

publishing. However, share, though substantial, made by book

In recent years, the Indian print industry is recorded a 12.6% CAGR which is expected to grow

till Rs 232 bn from Rs 128 bn by 2011. On the whole, newspaper industry shares the size of

approximately Rs 112 bn whereas magazine segment accounts for Rs 16 bn only.

Higher literacy levels- At present, Indian print industry has its reach to over 220m people,

whereas newspaper is read only by 27% of people of India, as compared to the average 50%

globally. In India, the rate of literacy has increased to 71.1% in 2006, as compared to 69.9% in

2005. Where literacy rate in rural segment has touched 64.8%, urban literacy has increased to

85.3%.


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Lower cover prices Newspaper had higher cover charges earlier but cut-throat competition has

led the companies to reduce their cover prices so as to popularize their sales. Therefore, the

companies have started selling out dailies, including popular English ones, for as low as Re1 or

Rs 2 to experience growth in their sales.

Higher ad spends- Print industry accounts for 48% of the total Rs 137.5 bn advertising industry

and plays a crucial role in it. In spite of being a vital industry, the ad spend in India is just 0.4% of

GDP, where as in China, it is about 0.5% and 1.3% in the US. Nonetheless, factors such as

growing interest of international brands in domestic markets and rising consumerism has made it

contribute more in the ad segment.

"As a matter of fact, there is no single newspaper circulated nationally. However, India has

entitled as the second largest platform for newspapers with 88.9 m copies sold out each day, next

to China with 98.7 m copies a day."


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1.2.3 Future of the industry

Back in the 1980s, futurists predicted that by the year 2000, paper would virtually disappear and

be replaced by computers, electronic mail, and digital communications. During the 90s, with

most offices reliant on computers and word processors, it seemed very likely. And at the advent

of the millennium, the new media of e-mail and the Internet made the paperless office almost a

certainty.

But a funny thing happened. Instead of paper disappearing, there was a demand for more paper

than ever. As information became more accessible through the sheer amount of content available

over the Internet, it created a need to print material that was formerly either not obtainable, or

available through a different media. The most common things that are printed off of computers

today are (in order) e-mail, research, news, and entertainment.

The speed of the Internet has given us instant gratification, which has made us less patient and

more demanding. Consumers have been spoiled by easy access to high quality, inexpensive color

printers. This easy access to advanced technology has made virtually anyone with desktop

publishing and user-friendly software able to produce professional looking newsletter, flyers,

invitations, etc. New innovations will be driven by consumer demand for more portability. With

wireless computers will come wireless printers for PDAs and laptops in airports, hotels, parks,

and libraries. So where does that leave the print industry? Will that disappear or will it evolve to a

different level? Printers will need to re-create themselves if they are to be players in the new

playing field. Skills such as programming, database management, and web designing will be

necessary. And new equipment such as digital printing and software will be common.


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Although there will still be a need for the offset printing presses and sheet-fed rollers which can

produce large print runs, 4 & 5 -color processes, and a myriad of finishing options, we are

beginning to see a paradigm shift from just-in-case stockpiling to just-in-time printing. Digital

technology has made all that possible. Documents stored on disk or tape are available to print the

exact quantity needed for any particular moment in time. Digital technology allows changes and

updates to be made easily. With additional software and some programming knowledge, these

documents could produce personalized and customized documents.

Smaller print runs, tailored to the specific customer, will allow companies to treat their customers

differently, with special VIP treatment to their more valued clients. Making the message more

relevant to the reader increases the interest, strongly improving the response rate and increasing

the likelihood of the sale, usually with a larger ROI.

This will give rise to newspapers with articles and advertising relevant to readers, product

packaging can be more customized, and catalogues designed specifically for a single customer.

Digital printing will co-exist with off-set, but you will see printers working in different media in

addition to paper (such as LED) to produce signs and point-of-purchase materials.

The paperless office or even the printer-less society shows no signs of becoming a reality, at least

for the foreseeable future


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CHAPTER 2

AN

Profile of the Organization

2.1 PROFILE OF THE ORGANIZATION:i. Origin of the Organization.

ii. Growth and development of the Organization.iii. Present status of the Organization.iv. Functional Departments of the Organization.v. Organization structure-and Organization chart.

vi. Product and Service profile of the Organization/Competitors.vii. Market profile of the Organization.


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2.1 Origin of the organization

Thomas Jacob, Singapore-based International Development Director of AssociatedNewspapers, described Mail Today, a newly launched JV newspaper in India to the IFRAconference today. For more on Indias newspaper market, see the video/posting I did with

Raju Narisetti of Mint, another newly launched Indian newspaper.

1. A large British publisher

Daily Mail and General Trust, is London-listed with more than 2bn pounds in revenue peryear from the Daily Mail and other titles, such as Lite, Metro and Evening Standard

2. Historically focused on the middle class

When founded on May 4, 1896, the Daily Mail ran with the taglines of The Busy MansDaily Journal and A penny newspaper for a haypenny. Tabloid style was clear from the

beginning with a story in issue one of a Barmaid who was actually a man (What is it withBrits?). Editorial mantra: Explain, Clarify and simplify.

3. Still serving Britains mid-market today

The Daily Mail has wedged itself in between the quality and down market sectors. DailyMails readers are 49 percent male and 51% female, with 72 percent reading no othernational Daily. Nearest competitor to the Daily Mails 2.33 million copy circulation is

700,000. This is within the context of Britains highly competitive newspaper market.

4. Now looks at Indias macroeconomic potential

India has a 8-9 percent GDP growth projected, a retail explosion and 62 percent ofpopulation under the age of 32.

5. An Indian newspaper industry poised for growth

Indias level of 117 copies per thousand people compares with 540 in Hong Kong, 385 in

the UK and 250 in the US. Indias current adspend is just 0.38% of GDP, compared with a

level of 0.9 to .98 percent in many developed markets. Circulation is growing for allnewspapers and local ad growth is running at 23 percent.


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6. And targeted a perceived market opening

Dominated by broadsheets with passive newspapers of record feel, so the Mail Today is

intended to be more lively and offering a differentiated product aimed at the aspiringmiddle class.

7. But faced with limits on foreign ownership

Legal limit of investment is 26 percent for foreign companies.

8. Found a local partner in India Today

The famous weekly news magazine (highest circulation mag) was looking to enter thesame zone. Both publications share values and similar ownership structure. Joining anestablished partner would make the selling of ads easier.

9. And quickly signed the deal

From start of discussions, JV was signed in 3 months, with newspaper launched after 6months.

10.launched the paper

The 48-page compact size newspaper was printed in Delhi, Gurgaon and Noida onNovember 16 2007 with a print run of 110,000 copies. Based around a subscription model,the newspaper has the same fonts and feel as the Daily Mail.

11.To positive response from readers

Key differentiators mentioned by readers: Size and racier presentation style.

12.Comparison of headlines on same day

Tat get keys to JagHindustan TimesJaguar is now an Indian BeastTimes of IndiaThe Empire Strikes BackMail Today


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We are not writing for the investors, but trying to write the story that people will speak

about between themselves and that is reflected in these headlines, Jacob said.

13.The writing style is different

Indian newspapers have traditionally responded to rising newsprint prices by reducing fontsize. Instead, the Mail Today increased font size, concentrated on simple English, detail onsports and crisper news. Articles are summarized in first two paragraphs. All inside pagesare laid out to look like a front page. The paper used was also slightly brighter, whichpeople liked.

14.Intention is to attract women and young readers

Larger pictures and graphics to explain stories, center photo spreads often related to thestory; a varied rhythm mix of light and shade (half of the pages have white headlines onblack background and half the other way around). Very few structural signals, liketraditional newspaper sections. A weekly large woman-focussed section: Femail At leastone dedicated Bollywood page per day. Last page as entry point: (sports). Overall focuson major middle class issues: Food, housing education and Health. Good Health section

of 7-8 pages once per week.

15.How often is Daily Mail involved?

There is no daily role for Daily Mail. The Daily Mail brought in an editorial team at thestart and now does occasional one-to-one video conferences.

16.How are adverting sales going?

This is an entirely new product, so we are still talking to advertisers. This will take them

a while to understand. We think you need to wait one year for advertisers to take youseriously. We have, of course, factored that into the budget and are confident thatadvertising will follow.


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Mail Today, a daily newspaper in compact format, is published by Mail Today Newspapers

Private Limited, a joint venture between the India Today Group and Daily Mail of London. Mail

Today is a morning daily with a difference. Clean, lucid and straight- talking, Mail Today marries

the credibility and authenticity of the India Today Group with Daily Mail's international

standards. Mail Today comes with a wide range of sections, all of which make for a compelling

read: *Money Mail *Good Health * Femail *Lifestyle* It's Friday! *Entertainment *Property

Mail *You *Review* Travel Mail. An engaging read for the new Indian that makes good

mornings just great. INDIA TODAY, the India Today Group's weekly magazine, is the number

one news magazine in the country. Launched in 1975, the magazine in just a few years became

the leading newsmagazine in the country. Now, with editions in five languages, it has become the

most widely read publication in India-a position it has held for over a decade-with a circulation of

1.1 million every week and a readership of more than 15 million.

Visit http://indiatodaygroup.com/ for information on all the offerings from the India Today

Group's stable.

Much awaited daily Newspaper from India Today group will hit New Delhi newsstands on Friday. The

newspaper has been named Mail Today and is backed by Associated Newspapers (Publishers of Daily

Mail) ,UK.


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Daily Mail is second largest selling daily newspaper in Britain which is known for its women oriented

content. Mail Today will also target women readers and will be offering six to nine pages daily to the

womenfolk.

'A breed apart from other dailies, Mail Today will be liked by every Indian' Arun Puri, Chairman, India

Today group said.

The 48 page tabloid will initially be printed from New Delhi . The publishers plan to add more printing

centers in future.

The star attraction of Mail Today will however be its unique content. The publication besides adopting the

Britain (Daily Mail) formula will also focus on middle class and will emphasize on family values.

'The newspaper will highlight the people who want to raise their voice for the upliftment of the society'

Bharat Bhushan, Editor, Mail Today said.

Booming Indian economy has given rise to advertising and Indian media market is attracting foreign

investment. Media investment in India is on an explosive growth path and is expected to exceed $5 billion

next year and possibly hit $10 billion by 2011, according to a new study from UK-based global media

investment management company GroupM.

India has recently added a number of publications which are being backed by leading foreign media brands

like. The Wall Street Journal, Independent News & Media (Ireland) and Conde Nast Publications.


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India Today is an Indian weekly newsmagazine published by Living Media India Limited, in

publication since 1975. India Today is also the name of its sister-publication in Hindi. Aroon

Purie is its editor-in-chief from 1975, a position he has held continuously for the last three

decades.

It is part of the India Today group also founded in 1975 and which now includes 13 magazines, 3

radio stations, 4 TV channels, 1 newspaper, a classical music label (Music Today), book

publishing and India's only book club. With the publication of its 30th Anniversary issue in

December 2005, the magazine which had commenced publication in 1975 with a circulation of

5000 copies, currently has five editions and a circulation of over half a million copies with a

readership of over 20 million.

In March 2009 the news magazine arranged the visit of former President of Pakistan, Pervez

Musharrafto the country where he delivered a lecture on the "Challenges of Change". Musharraf

thanked the newspaper for the reception and protocol it had offered him during his trip there.

India Today group to launch tabloid in partnership with Daily Mail. Britains top-sellingDaily

Mail and the India Today group are set to launch a newspaper targeting women readers in India.

India Today group saidMail Today, backed byDaily Mail publishers Associated Newspapers,

was expected to hit the Delhi market by the end of the week with an initial print run of 1,20,000

copies. The 48-page tabloid will be gradually rolled out across India, jostling for readers in

competition with a host of new publications that have been launched in recent years. Mail Today

will be a completely different newspaper from the other existing newspapers and it

will be a newspaper that the whole of India would be proud of, said India Today chairman Aroon

Purie in a statement
http://en.wikipedia.org/wiki/Aroon_Puriehttp://en.wikipedia.org/wiki/Aroon_Puriehttp://en.wikipedia.org/wiki/Aroon_Puriehttp://en.wikipedia.org/wiki/Editinghttp://en.wikipedia.org/wiki/Pervez_Musharrafhttp://en.wikipedia.org/wiki/Pervez_Musharrafhttp://en.wikipedia.org/wiki/Pervez_Musharrafhttp://en.wikipedia.org/wiki/Pervez_Musharrafhttp://en.wikipedia.org/wiki/Pervez_Musharrafhttp://en.wikipedia.org/wiki/Editinghttp://en.wikipedia.org/wiki/Aroon_Puriehttp://en.wikipedia.org/wiki/Aroon_Purie


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2.2 Growth and Development of the organization

India Today group said Mail Today, backed by Daily Mail publishers Associated Newspapers,

was expected to hit the Delhi market by the end of the week with an initial print run of 1,20,000

copies.

The 48-page tabloid will be gradually rolled out across India, jostling for readers in competition

with a host of new publications that have been launched in recent years.

Mail Today will be a completely different newspaper from the other existing newspapers and it

will be a newspaper that the whole of India would be proud of, said India Today chairman Aroon

Purie in a statement.

2.3 Present status of the Organization

India Today plans to adopt the highly successful formula used by the Daily Mailing targeting

middle class women readers. Purie said womens content was an area not covered by existing

Indian newspapers and Mail Today would have it as a differentiating factor. The nearly century

old Daily Mail, the second largest selling daily in Britain after the Sun, was the first paper to have

a womens page and position itself as a middle class publication, embracing such themes as

family values. Mail Todays editor Bharat Bhushan said the papers content would stress taking a

stand and highlight people who believed in raising their voices for the good of society. The

statement gave no ownership details but there is a limit of 26% foreign ownership in the print


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media. The nearly century oldDaily Mail, the second largest selling daily in Britain after the Sun,

was the first paper to have a womens page and position itself as a middle class publication,

embracing such themes as family values. Mail Todays editor Bharat Bhushan said the papers

content would stress taking a stand and highlight people who believed in raising their voices for

the good of society.

The statement gave no ownership details but there is a limit of 26% foreign ownership in the print

media. There have been a slew of newspaper and magazine launches in India including two new

general dailies in MumbaiDaily News and Analysis, or DNA and theMumbai Mirrorand a

new business paperMintwhich was launched in February in both New Delhi and Mumbai. Also,

HT Media Ltd, publishers ofMint, and arch-rivals Bennet Coleman and Company Ltd, publishers

of the Times of India, got together to publishMetro Now, a tabloid.

Driving the media spurt in the country of more than one billion people is a booming economy

which has created a surge in advertising.


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2.4 Functional Department of the organization

Introduction

I. Functional departments

Functional areas

Production department

Objectives

1. Production order2. Design3. Quality control

II. Safety measuresIII.Personnel department

Objectives

1. Functions

2. Human resource

IV.Human resource planning

1. Recruitment

2. Training and development

3. Remuneration

4. Discipline

V.Manpower planning

1. Performance appraisal

2. Security of the company

VI.Finance department


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Objectives

1. Functions

2. Capital structure

3. Working capital

4. Receivables management

VII.Ratio analysis

1. Costing

Objectives

1.1Ledgers maintained by costing section

2. Elements of cost

3. Direct expenses

4. Overheads

VIII.Marketing department

Objectives

1. Functions

2. Maintaining various records

3. Advertising

4. Labeling

5. Product planning6. Pricing policy


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2.5 Organization Structure and organize institution for any

research or diploma. Action Chart

An Approach to Business that reflects Responsibility, Transparency and Ethical Behavior.

Respect for Employees, Clients & Stakeholder groups

ORGANIZATION STRUCTURE


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2.6 Product and Service profile of the Organization/Competitors.

2.6.1 PRODUCT AND SERVICES UNDER INDIA TODAY GROUP

1. India Today Diaries

Product Overview

The India Today Group is the largest multimedia conglomerate with interests in printpublication, television, radio, programming, internet, art, music & education. Trust, credibility,innovation & excellence have been the cornerstones of the groups incredible success.

A very successful spin-off of our quality-conscious Group is INDIA TODAY DIARIES. Thedivision is committed to continuously strive for excellence in producing world class leather,leatherette & bonded leather products such as Organizers, Diaries and other stationery items forsale as premium gifts. Our products truly showcase the best production values pan-India.

Starting in 1988 the India Today Yearbook has spawned more than 35 variants. It has been one ofthe premium diaries which has amongst its loyalists CEOs, professionals, Ad agency Heads,Army officers, bureaucrats, doctors, MNC senior managers.

Absolute commitment to quality, meticulous attention to detail and unparalleled level of servicehas made INDIA TODAY DIARIES a leading specialist in designing of the diaries. Besides theexclusive range of diaries, we have a huge clientele to whom we have provided our customizationservices.


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2. India Today Conclave

Product Overview

Over the last Nine years the India Today Conclave has hosted the best minds, providing them a

forum to explore and discuss unique ideas, strategies & solutions for the 21st Century World.

The Conclave has been addressed by presidents, prime ministers and thought leaders from around

the world. To name a few, former President of India A.P.J. Abdul Kalam; 42nd President of the

United States Bill Clinton; former President of Pakistan Gen. Pervez Musharraf; President of

Afghanistan Hamid Karzai; 45th Vice President of the USA Al Gore; Indias former and present

Prime Ministers, A.B. Vajpayee and Dr. Manmohan Singh; former Prime Ministers of Pakistan

Benazir Bhutto and Shaukat Aziz; former Prime Minister of Sri Lanka Ranil Wickremesinghe;

former US Secretary of State Colin Powell; former Senator Hillary Clinton; Economists Stanley

Fischer and Francis Fukuyama; Futurologist Alvin Toffler; Philosopher & Spiritual Leader His

Holiness The Dalai Lama; Author and Nobel Laureate V.S.Naipaul Scientist Craig Venter

Author & Physician Dr. Andrew Weil Sports Legend Carl Lewis and many other eminent

thinkers & achievers have shared their wisdom and experiences with their equally eminent

Conclave audience.


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3. Travel Plus

Product Overview

India Today Travel Plus has emerged as the countrys finest luxury travel and lifestyle magazine.

Going beyond touristy clichs, it presents straight from the heart travelogues written by the best

known names in the country. It also showcases the finest in cuisine, shopping and leisure for the

upmarket traveler. This publication is a panoramic visual feast. The magazine regularly features a

handy travel file that contains news and information on hotel, cruise and travel packages. Every

article is accompanied by a resource file on the destination covered, which includes visa

information, weather information, hotel recommendation, local transport and sightseeing tips.

With its focus every February and August on an India centric bumper issue, this magazine has

captured the hearts of every avid traveler


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4. Design Today

Product Overview

We are surrounded by design, some of it exceptional and some of it average. In a world cluttered

with mediocrity, style stands out. Design Today, first launched in October 2001, is a stylish take

on living spaces, design and architecture in India and the world, that showcases the work of the

most talented and renowned architects in the country and the world. The format of Design Today

lends itself to stunning visuals of projects accompanied with crisp writing. It is also full of tips

and information on elegant products for the home along with a comprehensive shopping

directory. The aesthetic look and feel of the magazine makes a perfect backdrop for the design

themes and materials that it features every month. Not only does Design Today feature cutting-

edge design and architecture, it also adopts a wholesome, user-friendly approach and gives

authentic information that the reader can use, not just admire. As the only magazine of its kind on

Indian news-stands today, Design Today has become essential reading for architects, designers,

real-estate developers, construction companies and materials business and home-builders. And, of

course, anyone with a passion for design.


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5. Prevention

Product Overview

Prevention, the health magazine for the 30-plus Indian woman, was launched in April 2007.

Being the largest health magazine in the US, Prevention has shown American women how to lead

an active, healthy life for the past 58 years. Two years on, Prevention has become one of the most

trusted sources of health information in this country! Many women and men swear by

Prevention already. A strong-panel of health experts and a crack team of columnists and

journalists have made this possible. For the evolved, health conscious woman, Prevention has

within its short existence in India, made a name for itself in the health care industry.

6. Good Housekeeping

Product Overview

Launched in October 2004, Good Housekeeping is today the fastest-growing womens magazine

in India. It is the contemporary, urban Indian womans self-help manual for all aspects of her life:

her home, her relationships with children and friends, her health, looks, and culinary interests.

Most of all, Good Housekeeping is a friend who helps her live up to her potential.

The magazine is widely read across the country, both by homemakers and working women, who

vary in age from the 20s to the 60s and beyond. It has been published for the last 124 years in the

United States and over 80 years in the United Kingdom. Today, it has 16 worldwide editions, and

a readership of over 58 million around the world. Endorsed by the countrys leading experts, it

provides information that is reliable, engaging, spirited and optimistic. The USP is that even while

being aspirational in parts, the magazine basically talks of and to real, everyday women.


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Good Housekeeping cover personalities who always have a story to tell, and are an inspiration to

all. They are always cheerful, ready and able to take on lifes challenges. Some of the cover

personalities include the late Benazir Bhutto, Oprah Winfrey, Shabana Azmi, Aparna Sen and

Waheeda Rehman. As we continue to grow, we aim to further reach out to women

via events, launches and shows across the country. We will continue to serve

our readers with the most trusted, friendly and comprehensive advice that

we can offer.

7. Money Today

Product Overview

Money Today is a comprehensive, easy-to-read personal finance magazine that steers clear of the

jargon thats common to money-related issues. The content is both topical and timeless. Most

important, it is utilitarian, offering readers clear tips on managing their money--be it investing in

mutual funds, buying stocks or a house or car. It even offers help when negotiating a new

salary or setting up your own business. In short, Money Today takes the guesswork out of

investing and helps you maximize your returns.


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8. Readers Digest

Product Overview

Readers Digest, the worlds most widely-read magazine, is created to inform, enrich, inspire and

entertain people from all ages and cultures. With 50 editions in 21 languages, Readers Digest is

sold the world over. The magazine has been present in India for the last 55 years and is currently

published exclusively by the IndI a Today Group under licence from Readers Digest Association

Inc., USA. With a paid circulation of close to 5,50,000 copies per month, Readers

Digest is already Indias largest-selling English magazine with a readership in excess of

23,21,000 (Source - NRS) Readers Digest enjoys a very strong bond with its readers. A

testament to this loyalty is the fact that a bulk of the magazines circulation is through

subscriptions built on reader referrals and acclaimed direct marketing programmes. Under the

leadership of the group, the magazine has grown from strength to strength.

9. Mens Health

Product Overview

Mens Health was the first magazine to provide service journalism to men, and today, with over

46 editions worldwide, it is the worlds largest and arguably, the most influential mens magazine.

Launched in 2006 to address the changing mindscape of the Indian male, the Indian edition of

Mens Health is the largest selling and best-read mens magazine in the country, and is often

credited with unleashing the six-pack phenomenon in India. You can follow daily updates on

www.menshealthindia.com


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10.Cosmopolitan

Product Overview

Cosmopolitan isnt just a magazine, its a religion. Now in its 13th year in India, Cosmopolitan is

the worlds largest selling magazine, with 200 million readers annually in a 100 countries.

Cosmopolitan is about celebrating women; it supports, encourages, entertains, amuses, inspires

and upliftshelping its readers be the very best that they can be. For a girl who thinks of herself as

fun and fearless, theres simply no other magazine. www.cosmopolitan.in is the online destination

for the Cosmo Girl, complete with stories, features, tips, photos and quizzes.

11.Wonder Woman

Product Overview

The online destination for Indian Women, www.wonderwoman.in provides the very best content

for her in the various roles she plays, be it that of a mother, wife, lover, career woman, fashionista

and more. Along with exclusive videos and text content, it provides as avenue for women to chat

live with experts in varied fields and interact with other surfers through comments and forums.

12.Headlines Today


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Product Overview

Headlines Today, Indias first exclusive 24-hr English news channel, was designed for individuals

who want more than just news. The all-new Headlines Today has a programming and special

features based format that gives the viewer not only the daily dose of news, but also a lot more.

Catch all the episodes of your favourite programmes from the channel on www.headlinestoday.in,

along with breaking news coverage and hourly updates

13.Business Today

Product Overview

Business Today is Indias No.1 business magazine with the highest readership of 6,76,000

amongst all business magazines in the country (SourceNRS). It reaches a highly targeted

audience of top business leaders and managers, who are also affluent consumers with diverse

tastes and discretionary incomes to match.

A product of liberalization, the magazine was founded in 1992 to chronicle the changing business

topography of a new India. Since then, it has set new benchmarks in both reportage-led stories

and survey-led listings.

You can follow the latest updates, business news and all the survey-led listings on

www.businesstoday.in. The website features blogs, special features from the editorial team of

Indias leading business magazine along with interactives to track the stock markets. The

Business Today Magazine is also available digitally across devices like the Kindle, iPad, Mac,Personal Computers and other tablets.


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14.Aaj Tak

Product Overview

Aaj Tak was launched by TV Today Network as a 24-Hour Hindi news channel on 31st

December 2000 in line with the Groups mission of exploring the television medium. Aaj Tak

emerged as a clear trendsetter by making news a part of the average Indians daily life. In

spite of a cluttered news space, Aaj Tak continues to set the news agenda and is the definitive

channel of choice during important news events. Since inception, Aaj Tak has maintained its

leadership in terms of viewership and impact.

Not surprisingly, Aaj Tak has been awarded the Best News Channel by the Indian

Television Academy for 10 successive years. Aaj Tak has won several accolades including

Abbys, RAPA, Promax, Indian Marketing Awards, Indian Telly Awards etc. In fact, Aaj Tak

is the only news channel to achieve a weekly reach of over 50 million.

You can also follow Indias leading news channel online at www.aajtak.in with new videos

added hourly, along with breaking news coverage, blogs, live chats with anchors and more.

Also available on mobile handsets at m.aajtak.in


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15.India Today

Product Overview

India Today was launched in 1975. And in just a few years, it became the leading news magazine

in the country. Now, with editions in five languages, it is the most widely-read publication in

Indiaa position it has held for over a decadewith a readership of over 11 million (Source: NRS)

At present, India Today is published in Hindi, Tamil, Telugu and Malayalam. These editions

deliver the same credibility, incisiveness and authority to our readers, that has become the

hallmark of India Today. To keep pace with the diversifying interests of its affluent readers, the

India Today Group has added 5 magazines to its value propositionSimply, Aspire, Woman, and

Spice & Home.

In its online avatar, www.indiatoday.in brings you a daily connect with Indias leadi ng news

magazine through special articles, blogs, columns, breaking news coverage and more. Also

available on mobile handsets at m.indiatoday.in. The India Today Magazine is also available

digitally across devices like the Kindle, iPad, Mac, Personal Computers and other tablets.


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2.6.2 Competitors

The Hindu The Hindustan Times

TYPE DAILY NEWSPAPER DAILY NEWSPAPER

FORMAT BROAD SHEET BROAD SHEET

OWNER KASTURI & SONS HT Media LTD

PUBLISHER N.RAM Shobhana Bhartia

EDITOR N.RAM Vir Sanghvi

FOUNDED September 20,1878 1924

LANGUAGE ENGLISH ENGLISH

Political allegiance --------- Centrist

HEADQUARTERS CHENNAI New Delhi, India

CIRCULATION 12,72,000(Citation needed) 1,143,000 Daily website

WEBSITE THE HINDU www.hindustantimes.com

The Indian Express DNA

TYPE DAILY NEWSPAPER DAILY NEWSPAPER

FORMAT BERLINER BROAD SHEET

OWNER Indian Express Group Diligent Media cor.

EDITOR Shekhar Gupta R Jagannathan

FOUNDED 1931 July 30,2005

LANGUAGE ENGLISH ENGLISH

HEADQUARTERS Mumbai, Chennai,

Madurai, India

Mumbai
http://www.hindustantimes.com/http://www.hindustantimes.com/http://www.hindustantimes.com/


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CIRCULATION Mumbai, Chennai,

Madurai, India

4,00,000

WEBSITE The Indian Express.com Official site-Paper

Syndication site

TYPE Daily newspaper

FORMAT Broadsheet

OWNER Bennett, Coleman & Co. Ltd

EDITOR-IN-CHIEF Jaideep Boss

FOUNDED 1838

LANGUAGE English

HEADQUARTERS New Delhi

WEBSITE www.timesofindia.com

(www.wikipedia.com)

Every aspect of the India Today Conclave is meticulously planned and executed to give it theunique luster that makes it a highlight of the international events calendar year after year.

There are so many Competitors are there in the newspaper market for example HT, Times of

India, Mid Day they serve their as like as mail Today.
http://www.timesofindia.com/http://www.timesofindia.com/http://www.timesofindia.com/


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2.7 Market profile of the organization

Mail Today is a newspaper established in November 2007 , and published by the India Today

Group in a joint venture with British newspaper Daily Mail (which is part of the Associated

Newspapers Group). Associated Newspapers holds 26% stake which it bought at Rs. 18

Crore Currently there is one edition of the paper published from Delhi which consists of 48 pages.

TheDaily Mailis a British, daily middle market tabloid newspaper. First published in 1896

by Lord Northcliffe, it is the United Kingdom's second biggest-selling daily newspaper after The

Sun. Its sister paper,The Mail on Sundaywas launched in 1982. Scottish and Irish editions of the

paper were launched in 1947 and 2006 respectively. The Daily Mail was Britain's first daily

newspaper aimed at the newly-literate "lower-middle class market resulting from mass education,

combining a low retail price with plenty of competitions, prizes and promotional gimmicks", and

the first British paper to sell a million copies a day. It was, from the outset, a newspaper for

women, being the first to provide features especially for them, and is still the only British

newspaper whose readership is more than 50% female.

LMI was founded in 1975 and its first publication was India Today which was a fortnightly news

magazine. Aroon Purie is the Chairman and Editor-in-Chief and Ashish Bagga is the CEO.There

have been a slew of newspaper and magazine launches in India including two new general dailies

in MumbaiDaily News and Analysis, or DNA and theMumbai Mirrorand a new business
http://en.wikipedia.org/wiki/Middle-market_newspaperhttp://en.wikipedia.org/wiki/Tabloidhttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Alfred_Harmsworth,_1st_Viscount_Northcliffehttp://en.wikipedia.org/wiki/The_Sun_(newspaper)http://en.wikipedia.org/wiki/The_Sun_(newspaper)http://en.wikipedia.org/wiki/The_Sun_(newspaper)http://en.wikipedia.org/wiki/The_Sun_(newspaper)http://en.wikipedia.org/wiki/The_Mail_on_Sundayhttp://en.wikipedia.org/wiki/The_Mail_on_Sundayhttp://en.wikipedia.org/wiki/The_Mail_on_Sundayhttp://en.wikipedia.org/wiki/Elementary_Education_Act_1870http://en.wikipedia.org/wiki/India_Todayhttp://en.wikipedia.org/wiki/India_Todayhttp://en.wikipedia.org/wiki/Elementary_Education_Act_1870http://en.wikipedia.org/wiki/The_Mail_on_Sundayhttp://en.wikipedia.org/wiki/The_Sun_(newspaper)http://en.wikipedia.org/wiki/The_Sun_(newspaper)http://en.wikipedia.org/wiki/Alfred_Harmsworth,_1st_Viscount_Northcliffehttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Tabloidhttp://en.wikipedia.org/wiki/Middle-market_newspaper


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paper Mint which was launched in February in both New Delhi and Mumbai. Also, HT Media

Ltd, publishers of Mint, and arch-rivals Bennet Coleman and

Company Ltd, publishers of the Times of India, got together to publish Metro Now, a tabloid.

Driving the media spurt in the country of more than one billion people is a booming economy

which has created a surge in advertising.


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CHAPTER 3

3.DISCUSSIONS ON TRAINING:

3.1 Work profile (Role and Responsibilities), tools and techniquesused.

3.2 Key learnings


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3.1 Work profile (Role and Responsibilities), tools andtechniques used.

In MAIL TODAY, My role was management trainee in the organization working

towards the progress and development of the organization. My responsibility is to

increase the sales of Subscription and choose the Mass functioning Clients for the

company. My main role is too aware the customer about my company and to work

towards achievement of the allotted target.

My Role is expected to accomplish following task:-

To find Preference of students or customers towards newspapers.

To understand media habits to consumer.

Attitude towards Mail Today.

To study the factors affecting apt customers to read Mail Today.

a. Pricing

b. Scheme

c. Format

d. content

In our project we had been assigned the task to find out reasons why apt customers (who

know English) do not read The Mail Today newspaper and which factors make them

uncomfortable about Mail Today. For that we went to Institutes, Societies, Tuition classes,

Gardens, Seminar Halls and where our potential customers can be found. We surveyed


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respondents by interview and filled our questionnaire. During this we came across with many

problems which were cleared after discussing with our guider (RMD manager).

My responsibility is not only to increase the sales of Subscription and choose the Mass

functioning Clients for the company but also submitted weekly progress report to Mr. Sumit

Mattur at Jhandewalan office

My Responsibility is expected to accomplish following task:-

Submission of weekly report Selling the Mail Today subscriptions

Handling the customer quarries and their problem

To increase the brand image and awareness among the reader

Handling the team

Maintain the decorum of the work

To encourage and motivate the management trainees


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3.2 Key Learning

My experience with MAIL TODAY Group is unforgettable. During my training

session, I have done lots of activities and learnt marketing, selling & promotionaltechniques. It was all systematically planned and implemented.

I was in Marketing & Product Promotion division in New Delhi. We had

Projects with us, which were to be completed in 2 months. Our main task

was to promote the subscriptions of MAIL TODAY.

First month, I directly approached the customers and learnt how direct

marketing is done.

Second month, I visited several Govt. offices like Banks, Insurance

company, etc. and Corporate offices in New Delhi respectively to meet

potential customers.

I achieved my personal as well as professional goals and I had given

business to the company.

My Team leader made me to think conceptually and broadly and taught business

tactics which were really effective and valuable.


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3.2 Key Learning

3.2.1 Management Decision Problem

3.2.2 Buying Behavior

3.2.3 Consumers Behavior

3.2.4 Factors influencing consumer behavior

3.2.5 Details Model of Factors Influencing Consumer Behavior

3.2.5.1 Cultural Factors

3.2.5.2 Social Factors

3.2.5.3 Personal Factors

3.2.5.4 Psychological Factors

3.2.6 Buyer Decision Process

3.2.7 Purchase Decision


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3.2.1 Management Decision Problem: In order to provide better product and services

the managements of Mail Today was interested to know.

The percentages coverage of their newspaper in the market.

The type of news which can create interest among the readers.

The criterions which an institutions looks for while subscribing to newspaper.

The market offers which allures the customer.

The main influence of buying decisions in a particular category of institution.

The frequency with which an institution advertises itself or its product in a newspaper.

To find the solution and to arrive at conclusion for the above-mentioned management decision

problems, a descriptive research was undertaken by using survey method. A structured

questionnaire was given to respondents and designed to elicit specific information. This was done

with the help of personal

Interview. This method has several advantages. First, the questionnaire is simple to administer.

Second the data obtained are reliable because are responses are limited to the alternatives used.

Finally coding, analysis and interpretation of data are relatively simple. But one of its major

disadvantages is that respondents may be unable or unwilling to provide the desired information.

Secondary data such as information from websites, books and company sources was taken to

assist primary data. Data collected was interpreted and analyzed with the help of various tools

such as tables, pie charts, bar charts and histograms.


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3.2.2 Buying Behavior

Behavior is the interaction with the ambient surrounding environment, inherent in living creatures

and mediated by their external and inner activeness. The fields of consumer behavior studies how

individuals, groups and organizations select buy use and dispose of goods, services, ideas,

experiences to satisfy their needs and desires. Studying customers provides clues for developing

new products, product features, prices , channels, message and other marketing mix elements.

Study of buyer behavior for any product is of vital importance to marketers in shaping the

fortunes of their organizations. Thus knowledge of the buyer and his buying motives is a

fundamental necessary for marketers.

3.2.3 Consumers Behavior

Consumer behavior is actions of consumers in the market place and the underlying motives for

those actions; the study of consumer behavior is the study of how individuals make decisions to

spend their available recourses (time, money, effort) on consumption of related items. Consumer

behavior is helpful in understanding the purchase behavior and preference of different consumers.

3.2.4 Factors influencing consumer behavior

The behavior of buyers, both individual and organizational consumers, is influenced by the

various uncontrollable factors. If management is to use the controllable (i.e. product, price,

promotion and distribution) effectively, clear understanding of these uncontrollable factors is

essential. The combination of various factors like personal, socio-economical and cultural, social

and psychological, produce a different impact on each one of us as manifested in our different

behavior as consumers.


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Buyer

3.2.5 Details Model of Factors Influencing Consumer Behavior

3.2.5.1 Cultural Factors:

Culture: Culture has a considerable bearing on the life style and consumption patterns of

consumers. Culture affects motives, brand comprehension, attitude and intention to purchase.

Much of our behavior is determined by culture, which represents an overall social heritage, a

distinctive form of environmental adaptation by a whole society of people. It includes a set of

learned belies viz. values; attitude, morals, customs, habit etc. and these beliefs are transmitted

from one generation to another.

SubCulture: In Indian culture, we have some important basis of sub-culture such as nationality,

religion, race, age, sex, occupation, social class and geographic location etc. which provides more

specifics identification and socialization for its members. A sub-culture has its own beliefs, values

and customs that set them apart form the other members of the same society. These sub-cultures

are helpful for making market segmentation to influence customer behavior in more effective

manner.

CULTURAL

Cultural

Sub culture

Social class

SOCIAL

Reference group

Family

Role & Status

PERSONAL

Age & Life

cycle stages

Occupation

PSYCHOLOGICAL

Motivation

Perception

Learning


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Social Class: Social class is a relatively permanent band homogenous division in a society into

which individuals or families sharing similar values, life styles, interest and behavior can be

categorized. Consumer buying behavior is determined by the social class to which they belong or

which they aspire.

3.2.5.2 Social Factors:

Reference Group: the consumer behavior is not only influenced by the family members but also

by the group outside the family, the people to whom they interact. Reference group that is with

whom the customer can interact directly or indirectly to take their opinions and beliefs. While

taking a purchase decision, a consumer prefers to take the advice of reference group and attempts

to conform to it. Some are primary groups with which an individual interacts regularly such as

families, neighbor, close friends, colleagues. Primary groups are of informal nature. A customer

may also belong to a secondary group with which an individual interacts occasionally and does

not consider their opinion as important as primary groups. The example of secondary groups is

religious, professional and trade union groups, which are more formal and require less interaction.

Thus marketers should try to identify the reference groups of their target customers.

Family: The family as a unit, is an important consumer for many products as the tastes, likes,

dislikes, and lifestyle of a person are rooted in the family itself. It helps in shaping the pattern of

consumption and indicating the decision-making roles. The members are played different roles

such as the influence the person who influence the buying decision, initiator the person who


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senses the need for the purchase. Decide the person who takes the final buying decision and user

the person who ultimately uses the product. Therefore for a marketer it is essential to identify

these members and their respective buying roles.

Roles & Status: A person participates in any groups family, clubs, and organizations. The

persons position in each group can be defined in terms of role and status. A role consists of the

activities a person is expected to perform. Each role carries a status. People choose products that

communicate their role

And status is society. Thus marketers must be aware of the status symbol potential of products

and brands.

3.2.5.3 Personal Factors

Age and life Cycle Stages: Age is an important factor for segmenting the market as well as to

influence buyers. The need for the products varies our lifetime. Consumption is also influenced

by the specific stage of the family life cycle.

Education & Occupation: Education widens a persons horizon. An educated person is more

inclined towards advertisement than less educated one. The occupation shapes the consumption

needs. Thus markets should try to design different products to design different products to cater

the needs of different occupational groups.

Income: Income is most important economical factor, which may influence the consumer

demand. There are many products in the market, which the consumer wants to buy but his income

may become a constraint. Here in this context income means the buying power in the hands of

consumers of the net income available for spending.


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Life style: Every individual has its own living style. The life style of the consumer reflects from

their own activities, thinking views etc. different roles played and status in the society reflects the

life style. Thus the marketers should analyze activities, interests, opinions and demographic

framework to look into the marketing opportunities emerging out of it to influence the buyer

behavior.

Personality: The behavior of every individual differs from another. The personality develops

with certain unique characteristics called traits. While

Highlighting the personality in consumer behavior, psychologists interested in marketing have

often referred to the contribution of personality traits. The personality traits differ in every

individual.

3.2.5.4 Psychological Factors:

Need & Motivation: Human motives are based on needs. All human beings have different needs

or variety of needs at all the time whether or not they are conscious of it. Broadly human needs

can be classified in two categories i.e. primary and secondary needs. Primary needs or motives are

physiological in nature such as need for air, water, food, shelter etc. these needs are finite in

nature in the sense that one can consume only a certain quantity of it. Whereas the latter types of

needs are social and psychological in nature which includes need for power, prestige, recognition,

achievement etc. these needs are infinite in nature i.e. there is no limit to which the person may

seek gratification.


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Perception: Perception is a major psychological factor that influences consumer behavior. The

various ways in which the consumer perceives products and services plays a large part in his

behavior in the market place.

Learning: Learning refers to change in behavior, immediate or in future as a result of pervious

experience. Buying behavior is critically affected by the learning experience of buyers.

Attitudes: Attitudes are persons feeling in regards to some object or idea which may influence

his buying behavior. Attitudes may be described as a predisposition of a person to act or react in a

certain manner towards the Stimulus. Marketers may change attitude by producing a direct

change in behavior.

Stages in the buyer decision process: In making a purchase decision the consumer goes through

the six stages of

Need Recognition

Pre-Purchase Information Search

Evaluation of Alternatives

Purchase intention

Purchase decision

PostPurchase Behavior


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3.2.6 Buyer Decision Process

Need Recognition: The first stage of the buying process is the perceived want or a desire. A

consumer gives preference to fulfill the most essential needs first and postpones the rest of needs

due to limited purchasing power. Actually the buying process starts after recognition of a problem

or need. The need can be arisen due to internal stimuli. The former one rises to a threshold level

and becomes a drive, while the latter one can trigger a problem or a need. The marketer can,

therefore develop marketing strategies that trigger consumer interest.

Pre-Purchase Information Search: After the recognition of need, it can be satisfied promptly

when the desired product is easily available. But the important thing is that what type of product

can give the best satisfaction and from where and how it can be procured. Thus this is the stage

Need

Recognition

SearchEvaluation

of

alternative

Purchase

Intention

Purchase

decision

Post

purchase

behavior

Feed back

Individual

influences

Environmental

Influences


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for gathering information to the attainment of a desired state of affairs. Search may be of two

types internal and external. Internal search is a recalling of relevant information from outside

sources. This stored information is much useful in making a purchase decision.

Evaluation of Alternatives: Evaluation of alternatives identified during the search process is the

critical stage in the buying process. During this stage, the consumer must develop a set of

evaluative criterion for making the selection. This stage of buying process is helpful for the

marketer to reposition his product.

Purchase Intention: Once the question of consumer level of involvement and consumer

perception of differences is sorted out, the marketer turns to study the stage of reaching at a

purchase intention. A customer wish to buy a product to satisfy his needs but may not be aware of

the total number of product varieties that are available at that moment or even out of the

awareness the consumer

Might not consider certain product varieties. However, out of the consideration set, a list of

products is made out based on certain criterias which might lead to purchase intention to buy a

product.

3.2.7 Purchase Decision

The purchase decision is the end result of the search and alternatives evaluation of the decision

process. The consumers have developed their likes and dislikes during the previous stage.

Sometimes the customer does not purchase his most preferred brand due to the one or other

reasons. Sometimes the customers purchase the new brand just for trial. It the experience is


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positive in terms of satisfaction derivation then repeat purchase may occur. But the trial purchase

is not possible in the costly items.

Post-Purchase Behavior: Post purchase behavior refers to the behavior of a consumer finds that its

performance or utility matches up to his expectation, give him most satisfaction. This behavior is

reflected by repeat purchases. But if the purchase brand does not yield desired satisfaction then

negatives feelings will occur which create anxiety and doubts. Marketers should be aware of all

the ways to handle consumer dissatisfaction. Companies must invite the consumers complaints as

a way to continually improve their performance.


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CHAPTER 4

4.1 STUDY OF SELECTED RESEARCH PROBLEM:

4.1.1Statement of research problem.

4.1.2Statement of research objectives.

4.1.3Research design and methodology.


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4.1 Statement of research problemNews paper can play a vital role for up liftmen of society at a large. Organization tries maximum

reader satisfaction with fulfillment of their requirements which vary reader to reader. So there is a

need to study the effectiveness of their task. An effort has been made to present these studies in a

simple style. Therefore respondents were given to full opportunity to give their opinion regarding

measuring the satisfaction level of mail today news papers reader, the study is important

consider because of the increasing use of news papers in the business

4.2 Statement of Research Objective

To study the pattern of buying newspapers adopted by the customer.

To study the buying behavior of the customer.

To know about the behavior of top management.

To know about the thinking and pattern of customers.

To know how consumer gets attracted.

To know how much price matters for them

To know who takes decision at home.

To know who are the actual reader

To decide what should be companys strategy.


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4.3 Research Design and Methodology

4.3.1 Research DesignMARKETING RESEARCH:

The systematic and Objective process of gathering, recording and analyzing data for aid in

making business decision or finding solution of business problems.

The task of marketing (business) research is to generate accurate information for use in decision

making.

Research Process:

Every research project has order of sequence of activity. In this project, these are main activities

(stages).

Stage (1) Defining the problem:

Problem isTo find out reasons why apt customers do not read Mail Today newspaper

The objectives of project are: -

1) Preference of students or customers towards newspapers.

2) To study the factors affecting apt customers to read Mail Today.

3) To understand media habits to consumer.

4) Attitude towards Mail Today.

5) To study the market development strategy of Mail Today.


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Stage (2) Research Design:

Research Design is master plan specifying the methods and procedures for collecting and

analyzing the needed information.

Research type: Descriptiveresearch

Method used:By Pilot survey

Procedure:went in colleges, hostels, multiplexes, various halls, BPOs and many other places.

Stage (3) Planning for sample:Students who know English.Sample size: 1000 persons who know English

Source of Data: Primary data & secondary data

Primary Data:getting by survey

Secondary Data:Web site of Mail Today, Old articles, projects, books.

Research Instrument:Questionnaire.

Types of Questions in Questionnaire:Open ended question and Closed ended question. Most of

questions are in liker scale. Shortly these questions are going to measure-Attitude towards Mail

Today, importance of cost to choose newspaper, availability of time and value addition by Mail

Today in their life etc.

Sampling Method: Random Sampling method will be used for gathering the necessary

information.

Stage (4) Collecting the Data: We went different-different places of Ahmadabad city like

Institutes, shopping malls, gardens, BPOs, Colleges and taking personal interview.

Stage (5) Analyzing the Data


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4.3.2 RESEARCH METHODOLOGY

Marketing research is the function that links the consumer, customer, and public to the marketer

through information use to identify and define marketing opportunities and problems generate and

refine and evaluate marketing actions, monitor marketing performance and improve

understanding of marketing as a process. Marketing research attempts to provide accurate

information that affects a true state of affairs.

Sample size: 1000 consumers

Sample Area: South and West Delhi.

This project is based on the following two types of sources:

1. Primary Data: Descriptive research was undertaken by using survey method. A structure

questionnaire was designed with the help of ordinal scale (ranking scale) and its was pre-

tested and finally given to respondents to elicit specific information. This was done with

the help of personal interview. This method has several advantages. First the questionnaire

is simple to administer. Second the data obtained are reliable because the responses are

limited to the alternatives used. Finally coding, analysis and interpretation of data are

relatively simple. But one of its major desired information.

2. Secondary Data: Information from websites, books and company sources was taken to

assist primary data.


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CHAPTER 5

5.1 ANALYSIS5.1.1Analysis of data5.1.2Summary of Findings


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5.1 Analysis of Data

Question No. 1

1) What are you doing?

(A)Student (B) Employee (C) Businessman (D) Other (please specify)....

TABLE NO. 5.1 Showing category of Respondents

Category Students Employees Businesspersons Others

No. of categories ofnon-Mail Today 263 82 49 6

Mode = Students(263)

GRAPH NO.5.1 Showing No. of respondents of different category

As per survey conducted

Study was focused on those individuals who know English but do not read English

newspaper.

According to above graph, students and employees were major segments that consist ofapprox. 86% of total non-Mail Today readers.

0

50

100

150

200

250

300

Students Employees Businesspersons Others

263

8249

6


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Question No. 2

2) Which news paper are you reading?

1) T.O.I 2) H.T 3) E.T

4) The Hindu 8) Other (Please Specify):____________________

TABLE NO.5.2 Showing different Newspapers

GRAPH.NO. 5.2 Showing No. of readers of different newspapers

225

150

9075

50

0

50

100

150

200

250

T.O.I H.T E.T The Hindu Other

Series 1

Newspaper TOI HT ETTheHindu OTHER

No. ofReaders 225 150 90 75 50

Mode

= Timesof India

(225)


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`

Times of India and Hindus Times are the most circulated newspapers; approx 63%educated individuals are reading those newspapers in Delhi.

These two newspapers are read by educated person, who know the English very well, so

this is the big opportunity to extend the market and convince them to read Mail Today.

Only approx 23% educated people reads English newspapers.

Question No. 3

3) How do you feel when you hear the name ofMail Today?

( Please tickon any one of graphics)

[ [[[[[

TABLE NO. 5.3 Showing different attitude

Attitude(Graphical Scale) Good Neutral Bad

No. of respondents whose attitudetowards Mail Today 248 126 26

Percentage of attitudetowards Mail Today 62 32 6

Mean = 80 Mode = Good (248)


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GRAPH NO.5.3 Showing attitude of respondents towards Mail Today

Approx 62% educated respondent who dont read Mail Today but their attitude towards

Mail Today is good. This shows Mail Today having good brand or image in the mind of

potential customers.

Approx 32% educated respondent are having neutral attitude towards Mail Today. These

respondents read Mail Today very hardly. These people know English but like to read

other newspaper. They may not be much aware of the importance of Mail Today product

Question No. 4

4) What do you think about quality of information of Mail Today as compare to other

English newspapers?

(A)Excellent (B) Good (C) Fair (D) Poor (E) Cannot say

TABLE NO.5.4 Showing scale of quality of information of Mail Today

Good62%

Neutral32%

Bad6%

Percentage of attitude towards "Mail

Today"

Good

Neutral

Bad

QUALITY Excellent Good Fair PoorCannotsay

No. of respondents 121 205 40 6 28

Percentage of Quality ofinformationprovided by Mail Today 30 51 10 2 7

Mean = 80 Mode = Good (205)


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GRAPH NO.5.4 Showing % of quality of information of Mail Today

The quality of information provided by the Mail Today is good because approx. 30%

respondents said excellent and 51% good. This shows that Mail Today information is

too specific and the newspaper is too friendly in nature.

Above mean there are two categories 1.Excellent and 2. Good. So we can say that the

most of people think Mail Today have quality of information with simple language.

Question No. 5

5) If you are subscribing any other newspaper then a expert says to purchase Mail Today

than extra cost ofMail Today will important for you

(A) Very important (B) Fairly important

(C) Neutral (D) Not so important (E) Not at all important

TABLE NO. 5.5 Showing how much extra cost will important for respondents

Scale

VeryImportant

Fairlyimportant Neutral

Not soImportant

Not at allimportant

No of respondentswho think Importanceof paying Extra costofMail Today overbeing Subscribed 92 98 114 71 25

Excellent30%

Good51%

Fair10%

Poor2%

Cannot7%

Percentage of Quality of informationprovided by Mail Today

Excellent

Good

Fair

PoorCannot say


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newspaper

In % 23 24 29 18 6

Mean = 80 Mode = Neutral (114)

GRAPH NO. 5.5 Showi

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