consumer behavior towards times of india news paper

“Consumers Preference Towards “Times Of India”

“TO KNOW CONSUMERS PREFERENCE TOWARDS TIMES OF INDIA”

A PROJECT REPORT submitted by

VIMAL CHAUHAN & KEDAR KSHATRIYA

BATCH: 2008-10

ado[0803, 0816

TO

Director (PGDM)

In partial fulfillment of Management Studies, Vadodara

For the award of the degree of

Post graduate Diploma in Management

Parul Institute Of Management

Vadodara-391760

Parul Institute Of Management, Vadodara Page 0 of 71


June 2009

ACKNOWLEDGEMENT

Success in any endeavor can never be achieved single handedly. It requires guidance,

co-operation and support by many individuals. A number of people have contributed

towards making this project a success. Some have contributed to this work by their

valuable suggestions and advice while others were our pillars of support from which

we drew our inspiration and strength.

At this juncture, we express our profound gratitude to Mr. Subodh kumar-Manager

RMD Dept.,”The Times of India” Ahmedabad for giving us this opportunity to

undertake our summer internship in this esteemed organization. We take this

opportunity to thank Mr. Manoj senior officer, Ahmedabad, for his great support.

We would like to thank again manager of RMD. Dept. Mr. Subodh Kumar who

guided us all along during the course of our project. There are many others at “The

Times of India” office , who have shared with us their experience and knowledge and

we owe our heartfelt gratitude to each one of them.

We would like to give thank to Mr. Ashok Solanki, HR Dept. Manager “The Times

of India” Ahmadabad, who help us to meet with Mr. Subodh Kumar for the project.

We are extremely thankful to our institution to provide us such a great opportunity. It

has been a great learning experience on our technical as well as personal aspects. Our

sincere thanks to Director N.K.Kapoor and Prof. Manish Parihar, Parul Institute of

Management S, Vadodara, for his great support and guidence.

We are thankful to each and every person who has contributed his surplus for the

completion of this project and also for the completion of this report. Working on this

wonderful project was a unique experience. Knowledge, experience and confidence

gained by this project will be useful for the rest of our career.



Vimal Chauhan Kedar Kshatriya

CONTENTS

Description Page No.

Acknowledgement i.

Contents

List of tables ii.

List of figures iii.

List of Abbreviation iii.

Abstract iv.

1.Introduction

i. Project

ii. Industry

iii. Company

01

05

08

17

2. Methodology 27

3. Analysis & Interpretation 30

4. Findings & inferences 54

5. Recommendations 57

6. Conclusion

Appendices

Bibliography



List Of Tables:

LIST OF TABLES

S.no Table Title Page No.

1. TABLE 1.2.1 World’s biggest newspaper by circulation 11

2. TABLE 1.3.1 Showing Company Detail In Brief 16

3. TABLE 1.3.2 Showing SWOT of “The Times of India” 18

4. TABLE 1.4.1 Showing “The Times of India” in brief 19

5. TABLE 1.4.2 Pricing of newspaper for a week 27

6. TABLE 1.4.3 Competitors of TOI details throughout India 29

7. TABLE 3.1 showing category of respondents 34

8. TABLE 3.2 showing different newspapers 35

9. TABLE 3.3 showing different attitude 36

10. TABLE 3.4 showing scale of quality of information of “TOI” 37

11.TABLE 3.5 showing how much extra cost will important for respondents

38

12. TABLE 3.6.1 Showing effect of providing “TOI” free of cost 39

13. TABLE 3.6.2 Frequency of reading “TOI” at free of cost 40

14. TABLE 3.7 showing reliability of information 41

15. TABLE 3,8 showing the problems faced by respondents 42

16. TABLE 3.9 showing dislike in “TOI” by students 43

17.TABLE.3.10 showing respondents who having problem with language of TOI

44

18. TABLE. 3.11showing coverage of local news 45

19.Table 3.12 showing people who think TOI is going to add value

46

20. TABLE 3.13 showing information provided effectively to you 47

21.TABLE 3.14 showing T.V and RADIO give more knowledge than TOI

48

22. TABLE 3.15 Showing qualification of students 49

23. TABLE 3.16 showing different newspaper read by students 50



24. TABLE 3.17 showing attitude towards “TOI” 51

25. TABLE 3.18 Showing Effect Of Paying Extra Cost “TOI” 52

26. TABLE 3.19 showing problems of students 53

28.TABLE 3.20 showing problem with understanding language of TOI.

54

29.TABLE.3.21 Showing No Of Respondents Think TOI Is Going To Add Value To Their Life.

55

30.TABLE.3.22 Showing Who Is Giving More Knowledge Than “TOI

56

List .Of Figures:LIST OF FIGURE

S.no Figure Title Page No.

1. FIGURE NO 1.3.1Showing different branches of BCCL. 16

2. FIGURE NO 1.3.2 Showing publishing centers if TOI. 17

3. FIGURE NO 1.3.3 The Mantra Of Company. 17

4. FIGURE NO 1.4.1 Showing different areas of business. 23

5. FIGURE NO 1.4.2 Showing branches of TOI. 23

6.FIGURE NO 1.4.3 Showing Other Departments Of The Time Of India.

25

7.FIGURE NO 1.4.4 Showing various functions of RMD department.

26

8. FIGURE NO 1.4.5 MARKET SHARE OF “TOI”. 28

9.GRAPH NO 3.1 Showing no. of respondents of different category.

34

10.GRAPH NO 3.2 Showing No. of readers of different newspapers.

35

11.GRAPH NO 3.3 Showing attitude of respondents towards “TOI”.

36

12.GRAPH NO 3.4 Showing % of quality of information of “TOI”.

37

13.GRAPH NO 3.5 Showings percentage of importance of paying extra cost for “TOI”.

38

14.GRAPH NO 3.6.1 Showing Effect of provide TOI at free of

cost.

39

15.GRAPH NO 3.6.2 Showing frequency of reading newspaper at.

40

16.GRAPH NO 3.7 Showing reliability of readers on “TOI” information.

41

17. GRAPH NO 3.8 Showing percentage of respondents having 42



problem to read newspaper.

18.GRAPH NO 3.9 Showing-percentage of respondent who dislike in "TOI".

43

19.GRAPH NO 3.10 Showing Percentage of respondents have problem with understanding Language.

44

20. GRAPH NO 3.11 Showing local news covers by “TOI”. 45

21.GRAPH NO 3.12 Showing Percentage of No. of People who think TOI going to add value in their life.

46

22.GRAPH NO 3.13 Showing effectiveness of providing information by “TOI”.

47

23.GRAPH NO 3.14 Showing - T.V. radio give more knowledge than TOI.

48

24. GRAPH NO 3.15 Showing qualification of students. 49

25.GRAPH NO 3.16 Showing- Percentage of newspaper read by students.

50

26.GRAPH NO 3.17 Showing Attitude Of Most Of Students Are Good.

51

27GRAPH NO 3.18 Showing No. Of Students Who Affected With Paying Extra Cost.

52

28. GRAPH NO.3.19 Different Problems Faced By Students. 53

29.GRAPH NO 3.21 Showing-Percentage of understanding language of "TOI".

54

30.GRAPH NO 3.22 Showing percentage of people think The times of India is going to add value in their life.

55

31.GRAPH NO3.23 Showing Percentage of people think that T.V

RADIO or Internet give more knowledge than “TOI”.

56

2List of abbreviationS. N. 1. “TOI” “The Times of India”.



EXECUTIVE SUMMERY

PROJECT TITLE: “Know consumers behavior towards “Times Of

India””

PRODUCT : Times Of India, Ahmedabad

We have successfully completed our 2 months internship at “Times Of India”

Ahmedabad for the assigned project titled “Know the consumers behavior towards

Times Of India”. Mr. Subodh Kumar, Manager of Result and Market Department,

was our project guider who guided us how to carry on with the project.

Purpose of the study:

1) The main objective of the research was “To study the factors affecting apt

customers to read TOI”.

This project is also expected to accomplish following task:-

1. To find Preference of students or customers towards newspapers.

2. To understand media habits to consumer.

3. Attitude towards TOI.

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

customers (who know English) do not read The Times of India newspaper and which

factors make them uncomfortable about “TOI”. For that we went to Institutes,

Societies, Tuition classes, Gardens, Seminar Halls and where our potential customers



can be found. We surveyed respondents by interview and filled our questionnaire.

During this we came across with many problems which was cleared after discussing

with our guider (RMD manager).

This report includes an overview of the project undergone during the summer

training. This report is mainly divided into four chapters:-

I. In the first chapter, we have mentioned the Introduction and limitation of the

project, introduction of industry, company or product “Times Of India” and

competitors of the Times of India.

II. The second chapter of the report mainly focuses on the Methodology and

objectives of the study used during the training. It focuses on how we carried

out our research.

III. The third chapter consists of analysis and findings about the company and its

product Times of India newspaper. That is purely based on our survey during

the training of 8 weeks.

IV. The last chapter summarizes the whole report and gives the

Recommendations, Conclusion and Source of the data. And also we have

attached questionnaire in an annexure, which was prepared in order to get the

information from customers.

For our project we took sample size of 400 respondents. After that, we analyzed the

questionnaire filled by the respondents and came to know that “people have the

problem with the language of “TOI” newspaper, young generation want to take news

from electronic media and educated people also like to read Gujarati newspapers”.



We have also considered their precious suggestions and recommendations given by

customers.

CHAPTER 1

AN

INTRODUCTION

1.1 PROJECT

1.1.1 Problem statement and justification

1.1.2 Objective and scope

1.2 INDUSTRY

1.2.1 Background

1.2.2 Porter’s Five forces modal

1.3 COMPANY

1.3.1 Introduction

1.3.2 SWOT Analysis



1.4 PRODUCT PROFILE

1.1 THE PROJECT DETAILS

1.1.1 Problem statement and justification:

English is an international language. Everybody not only in India but also

throughout the world wants to cope-up with English language. According to some

facts and figure, approx 40 crore people speak it as a secondary language and 35

crores people claim as their native language.

For learning English language, English newspaper is best and cheapest

medium. In Times group, “The Times of India” is English broadsheet newspaper with

highest circulation in India. By reading English newspaper not only they will get

knowledge and daily news but also their English will also improve a lot.

If we look at target market in Ahmedabad

Total population of Ahmedabad is = 50 lakh

Suppose 4 members in one family

Then total family in Ahmedabad is = 12.5 lakh (50/4)

Out of 12.5 lakh families, only 70% is literate = 8.6 lakh (70% of 12.5)

Now person who can read TOI is 30% of 8.6 lakh = 2.4 lakh

But circulation of TOI is = 1 lakh

[All figures are in approx]

Market is full of opportunity; just we need to grab it. Approx 1.4 lakh

people are not reading “TOI”. So our problem area becomes “To find out various

Reasons behind why apt customers do not read TOI”. And convince them to read

TOI. For that we took sample size 400.



1.1.2 Objective and scope

Now according to our problem, we need to define the objectives of project.

So these are objectives:-

1) Preference of students or customers towards “Times of India” newspapers.

2) To study the factors affecting apt customers to read “TOI”.

3) Attitude of respondents towards “TOI”.

4) To study the market development strategy of “The Times of India”.

We conducted survey on 400 respondents with different category. For that we went to institutes, hostels, shopping mall, gardens and different societies. We made report on - when we asked them “are you reading TOI newspaper” and they said no. So limitation of our report is-

1. But when they say YES” then why are you reading “TOI”.2. Which type of news you like the most in “TOI”.3. Specific area or location (Paldi, kalupur, Naroda, Bapunagar) wise survey.4. Nearer regions (Gandhinagar, Mehsana, Kalol) of Ahmedabad. 5. Satisfaction level of existing customers.



1.2 INDUSTRY

1.2.1 A Brief on Newspaper Industry

Press is the fourth estate the other three being the legislative and the

judiciary. It owes its emergence following long struggle between the disputes and

people for establishment of democracy and representative institutions. The press is

supposed to play crucial role of a watchdog to see that, the foreside in situation

functions fairly within the constitution of framework and serve the people of whose

they were created.

The newspaper can initially be defined as a written means of conveying

current information. This means that the first organized attempt to provide such a

service occurred in ancient Rome. Where newsletters conveyed what was going in the

capital to the father reach of the Roman Empire.

According to the survey of “world association newspaper” “yomiuri shim

bun” a Japan’s news paper stands in rank 1”in “World’s 100 largest news paper”. The

circulation of “yomiuri shin bun” is nearly about 1.4 crores. There are 15 Indian

newspapers in the least.

Table no. 1.2.1world’s biggest newspaper by circulation

NEWSPAPER COUNTRY

CIRCULATION (THOUSANDS) LANGUAGE OWNER

1YOMIURI SHIMBUN Japan 14,067 Japanese

Yomiuri Shimbun

Group

8THE TIMES OF India India 3,146 English

BCCL

32 THE HINDU India 1,272 English Kasseri &



Sons Ltd.

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

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

was employing approximately 356,000, according to the Newspaper Association of

America and the U.S. Department of Labor. Now the news paper industry of

developed countries like USA, UK, and Canada is declining. However the industry is

growing at around 20% in Asia.

In Asia due to 3 reasons industry is growing

Increase in the literacy rate.

Overall Economic growth in India and China.

The reach of the news paper in the rural market.

Indian newspapers are the cheapest in the world. Newspaper companies in

India came to be projected as public service institutions after independence.

However, in the late 1980s, they became just another fast moving consumer

commodity. The companies started aggressive marketing and promotional strategies

to increase circulation and readership. The industry witnessed tough competition

both regionally and nationally. In 1999, the top 10 newspapers accounted for about

90% of the readership and the top two made 90% of the profits. There was fierce

competition for the advertising rupee by late 1990s; electronic media like television

had made a dent into the print media revenues. Print media was facing a squeeze due

to the increasing popularity of television-initially colour television and then satellite

television.

MICHAEL PORTER’S FIVE FORCES MODAL

1. BARGAINING POWER OF BUYERS

a) Importance of Buyers and Size of Each Order: For, Newspaper Company –

(1) vendor is a first customer (2) readers are second customer. Vendors have

fix commission with company so they do not have bargaining power of buyer



in their hand. Readers also do not have a bargaining power. But big

organization has bargaining power in their hand. Example when we went to tie

up with organizations, organizations were negotiating with prices and no. of

copies.

b) Switching Cost and Price Sensitivity: The individual does not have

bargaining power in his hand but an organization has example- we went to

institute for tie-up they were negotiating with not only with prices and volume

but also with good commissions, otherwise they are going to tie-up with other

companies. In this, Vendors are also playing a major role. If they get good

commission from other newspapers then they are going to deliver those

newspapers. As before “The Times of India” had a price of one rupee so

Vendorwala was getting 33 paisa commission (33% of price) if he deliver it to

reader, But if he sell it to “Raddiwala” than he is going to get more profit than

deliver it to reader. So he will sell fresh newspaper to “Raddiwala”.

Otherwise he will deliver other English newspapers to get good commission (1

rupee).

c) Differentiations Of Product: Every newspaper companies are different from

each others, like “The Times of India” is a premium brand one who started as

a first English newspaper in India, friendly nature with the customers and

takes opinion from customers, deliver life trend of Ahmedabad, property news

and career news. This type of news is not delivered by any other newspapers.

2. COMPETATIVE RIVALRY AMONG FIRMS

a) Switching Cost: Switching cost of one English newspaper to another

newspaper is very low so people can easily switch over from one company to

another. Eg:- Price of The Hindu and Business Standard newspapers are

around Rs. 3 to 4 and cost of “The Times of India” is around Rs. 2, So readers

can easily switch over from any newspaper to “The Times of India”. But when

DNA was launched, people were switching over from other English

newspaper to DNA. So “The Times of India” launched Ahmedabad mirror to

compete with DNA so that exiting readers do not switch over because of price.

b) Exit Barrier: There is a free exit in this industry.



c) Customer Loyalty: Every company wants to make loyal customer to their

company. In this TOI is pioneer in gaining customer loyality.

3. THREAT OF SUBSTITUTES

a) Substitutes Performances: Substitutes of the newspaper industry are

magazines, local area newspapers, T.V., Radio, internet because of

improvement in technology. People like to give advertisements on internet,

T.V., radio etc. All “new media” or “electronic media” formats deliver the

news faster than printed newspapers. So they are the main threats of

newspaper industry.

b) Price Performance Alternatives: Getting news from internet, T.V. radio at

free of cost or low cost.

c) Buyers Psyche Toward The Product: Buyers may think like- I do not have

time to read newspapers, I am getting same news at internet, Newspaper just

fill their space by any ordinary news.

4. BARGAINING POWER OF SUPPLIER

a) Size of Supplier: Main supplier of this industry is paper manufacture

companies. Most of the newspaper companies of India are customers of USA

paper companies. There are limited companies that make paper for Newspaper

Company, so the rates are not competitive.

b) Importance of Buyer to Supplier: Every supplier company wants to make

close relationship with buyers who are regular customers of their product. If

Newspaper Company is giving large order regularly they will make good

relationship with them and will do less bargaining. Like in case of “TOI” and

The Hindu, same paper manufacturing company will do less bargaining with

“TOI” than The Hindu newspaper because “TOI” have more circulation than

The Hindu newspaper.

c) Extension Of substitute Of Product: As technology increases day by day

and this becomes a main threat for newspaper industry. Internet and mobile

are biggest substitute of newspaper. They are giving tough competition to

newspaper industry by giving information to reader at no cost.

5. THREATS OF NEW ENTRY



a) Economics Of Scale: If any new firm wants to enter in this market then they

need high investment or more capital and maximum support from advertisers.

To achieve economies of scale they need maximum no. of readers. Domestic

player cannot achieve scale of economies very easily because there is not only

tough competition among companies but also a lot of substitutes available in

market like radio, T.V etc.

1.3 COMPANY

1.3.1 Introduction to Company

Mrs. Indu Jain

Chairperson

Mr. Samir Jain Mr. Vineet Jain

Vice Chairperson Managing Director

Thought Of Company



COMPANY IN BRIEF

Table No. 1.3.1 Showing Company Detail In Brief

Bennett, Coleman and Co. Ltd.

Type Private

Founded 1838

Headquarters Delhi

Industry Broadcasting, Publishing, Media, internet and Entertainment

Products Films, Television, Magazine, Newspapers and Websites etc.

Revenue ▲$700 million USD (Aug 2007)

Employees 7000(2007)

Figure 1.3.1showing different branches of BCCL


PONDICHERRY

JABALPURSURAT

DELHI

CHANDIGARHMEERUT

JAIPUR

AHMEDABADRAJKOTBARODAINDORE

LUCKNOWKANPURALLAHABAD

VARANASHIPATNA

GUWAHATI

CALCUTTAJAMSHEDPURRANCHI

BHOPAL

BHUBANESHWARRAIPURNAGPUR

NASIKMUMBAI

PUNEHYDERABADGOA

BANGALOREMANGALOREMYSORE

COIMBATOREMADURAICOCHINTRIVANDRUM

Publishing Centre

Marketing Office

11 Publishing centers15 Printing centers52 Marketing offices

LUDHIANA


Main Businesses: Its main business and major brands “The Times of India”- “first morning compact daily”.

Subsidiaries: Its subsidiary companies are-TPT, TIML Golden Square, Times Syndication service, TIL & ENT, TGB and WWM etc.

The Times Group (BCCL):

BCCL: is the largest media services conglomerate in India. It reaches out from: 11 publishing centers, 15 printing centers, 55 sales offices, Over 7000 employees,5 dailies including two of the largest in the country with approx 4.3 million copies circulated daily, 2 lead magazines, 29 niche magazines, Reaching 2468 cities and towns, 32 Radio Stations,

MISSION


Bennett Coleman & Co Ltd

Times Infotainment

Media Limited

Times Internet Limited

Entertainment Network

(India) Limited

Times Global Broadcasting

Publishing Division

The Times of IndiaThe Economic TimesNavbharat TimesMaharashtra TimesSandhya Times

360 degreesBus Queue Shelters Radio

MirchiMirchi movie ltd

indiatimes.comtimesofmoney

Business Channel-Times NowEntertainment Channel - Zoom

Entertainment & Retail

Times MusicTimes RetailTimes MultimediaOnline

Ventures

Timesjob.comTimesmatri.com

World Wide Media

FeminaFilmfareOther Magazines

Times Private Treaties

TIML Golden Square

Times Syndication Service

Times Business Solutions

Times Job, Magic Bricks SimplyMarryYolist, Ads2Book

figure 1.3.2 showing publishing centers if TOI.


“Create & build brands with differentiated content to capture relevant audiences and

market the value of these to advertisers to help them sell and strengthen their brands”.

THE MANTRA

Figure 2.3.3 The Mantra Of Company

1.3.2 SWOT ANALYSIS

Table 1.3.2 showing SWOT of “The Times of India”- INTERNAL FACTORS

STRENGTHS (+ve) WEAKNESSES (-ve)

Oldest newspaper (1838). Big Brand, good reputation in the minds of

customer. 1st rank in circulation in India& 8thin world. Invitational prices. Launches good campaign. Daily English newspaper with rich

supplements. Good support from Times group

companies. World class printing machine-Geoman,

Goss

110,000 copies per hour

Late & repeated news Less information about stock

market Grammar and vocabulary

mistakes. Pictures of nude girls Late circulation in small cities

Lake in covering useful news for competitive students


`

“YOU are

EMPOWERED”Adopt the Reader’s

Worldview

Love for the

Community

Global Experienc

es

Liberate the

Mind

Provoke Thought

Facilitate Better

Decision

Cheerfulness in the

Circus of Life


OPPORTUNITY THREATS

Literacy rate increases day by day. People focus more on career, education

etc. English is international language.

Everyone wants to learn it.

Life style being hi-fi.

People are getting knowledge form Internet, T.V., Radio etc.

Day by day readership of “The Hindustan” (2 position) and “The Hindu” (3 position) increases very fast.

EXTERNAL FACTORS

1.4 Profile Of “The Times of India”

“The Times of India” (“TOI”) is a leading English-language broadsheet daily

newspaper in India. It is owned and managed by Bennett, Coleman & Co. Ltd. which

is owned by the Sahu jain family. The newspaper has the widest circulation among

all English-language broadsheets in the world. In 2008, the newspaper reported that

(with a circulation of over 3.14 million copies) it was certified by the Audit Bureau of

Circulations as the world's largest selling English broadsheet newspaper and making

them as the 8th largest selling newspaper in any language in the World. According to

Indian Readership Survey (IRS) 2008-R2 it has gained readership by 13.3 million

ranking them as the Top English Newspaper in India by readership.

Product Detail In Short:

Table 1.4.1 showing “The Times of India” in briefTYPE Daily newspaper

FORMAT Broadsheet

OWNER Bennett, Coleman & Co. Ltd

EDITOR-IN-CHIEF Jaideep Boss



FOUNDED 1838

LANGUAGE English

HEADQUARTERS New Delhi

WEBSITE www.timesofindia.com

History:

The first edition appeared on November 3, 1838 known as "The Bombay

Times and Journal of Commerce". In 1961 its name became ““The Times of India” “.

The first edition appeared on November 3, 1838

known as "The Bombay Times and Journal of

Commerce". The issue is published twice a

week. Dr. J.E. Brennan was first editor and he


http://www.timesofindia.com/


was also Secretary of the Chamber of Commerce. Rs 30/- was the annual subscription

rate.

1850

Company decided to increase shareholders and the share capital, so the paper

converted into a daily

1861

Editor Robert Knight amalgamates The

Bombay Times, Bombay Standard and

Bombay Telegraph & Courier to form “The Times

of India” and gave it a national character.

1890: Editor Henry Curwen buys “TOI” in partnership with Charles Kane.

1892

Following the death of Henry Curwen, T. J. Bennett becomes the editor and enters into a partnership with F.M. Coleman to form a joint stock company - Bennett, Coleman & Co. Ltd. (BCCL).

1929

”The Times of India” Illustrated Weekly renamed “The

Illustrated Weekly Of India”



1948

Sahu Jain Group becomes the owners of the company. Shanti Prasad Jain is the first

Chairperson of the group.

1950

Navbharat Times launched. The

“TOI” Crest changed from the

lions to elephants Dharmayug,

Hindi weekly pictorial

magazine launched

1952

Filmfare- first film magazine in English launched

1959 Femina-

first women’s magazine in English launched

Except this Times group has entered into various other places like-



Supplements

“The Times of India” comes with several city-specific supplements, such as

Ahmadabad Times, Delhi Times, Bombay Times, Hyderabad Times, Lucknow Times,

Nagpur Times, Bangalore Times, Pune Times, Chennai Times and Calcutta Times.

Other Regular Supplements Include:

Times Wellness, Education Times, Times Ascent, ZIGWHEELS, Mumbai Mirror,

Bangalore Mirror, Pune Mirror, Times Life, Rouge, What's Hot, Address, The Times

of South Mumbai (In South Mumbai),Calcutta Times.

BUSINESSES AREAS



Their business areas are Publications, Finance, Music, Retailing, Media, Radio, and

Internet products, Events, Charitable Trusts and Education.

Figure No.1.4.1 showing different areas of business

Branches :{ Locations}

Ahmadabad , Bangalore , Bhopal

, Calcutta , Chandigarh , Chennai ,

Cochin , Delhi , Hyderabad , Jaipur ,

Lucknow , Mumbai , Kandivali , Patna ,

Pune.

[Figure No. 1.4.2 showing branches of TOI]

AHMEDABAD BRANCH

The Ahmadabad Branch was established before 38 years with lunch of “The

Times of India” Edition. Subsequently The Economic Times in English and

Gujarati were lunched in Ahmadabad.

The Ahmadabad also has in its feather following brands:

ZOOM

TIMES NOW

RADIO MIRCHI and TIMESJOB.com



“Mission of “TIMES OF INDIA”:

““The Times of India” is the aggregator of content in any form in

the infotainment Industry. We collect & sell content to right target

audience”



FUNCTIONS AT AHMADABAD BRANCH

Production Department Editorial Pre-Press Press

Marketing Department RMD Response

Figure No.1.4.3 showing Other Departments Of theTime Of India

RMD (RESULT AND MARKET DEVELOPMENT)

DEPARTMENT OF MARKETING:

Figure No 1.4.4 showing various functions of RMD department


City Sales

Upcountry Sales

Readership

Monetized circulation

Market Development

Publicity & Promotions

Day break Distribution system

RMD Accounts

Logistics

RRE & Subscription Cell

Key Functions


THREE INTERESTING THINGS ABOUT “The Times of India”-

Sell less than cost of newspaper (10-15 Rs).

Always not looking to increase no. of copies to sell.

Attached Profile of Reader.

DISTRIBUTION CHANNEL OF “TOI”:

There are three ways to sell the “TOI”

1. CASH SALES: Take newspaper from pan wala or any shop in cash

2. SUBSCRIPTION SALES: Pay money in advance and read “TOI”

3. LINE SALES: Maximum % of sales comes from this method. Money

collection works in

reverse order.

Figure:

Chain of line sales.

In Ahmadabad branch,

RMD Dept. uses both Pull and Push strategy for market development.

Pull strategy

Push Strategy

BRANDING:

Branding: An ongoing activity through which you can create an image in the mind

of customer about your product. Now branding of “TOI” -

THROUGH CAMPAIGN

Lead India

Teach India

Clean India


AGENT

VENDER

WORD BOYREADER

TOI


Economic Times in college

OTHER LOCAL PROGRAMMES

Pricing of “TOI”: Price of “TOI” vary according to day called as zigzag

pricing or differential pricing like-

Table no. 1.4.2 Pricing of newspaper for a weekMonday 2 Rs.

Tuesday 2 Rs.

Wednesday 2.5 Rs.

Thursday 2.5 Rs.

Friday 2 Rs.

Saturday 2.5 Rs.

Sunday(Sunday Times) 5 Rs.

Price of newspaper also varies according to life cycle of newspaper like

Till 12 pm- 2.5 Rs From 12 pm to 3 pm- 2 Rs

From 2 pm to 6 pm- 1.Rs

“TOI” Is Pioneer In Invitation Pricing:

Price at which customer automatically attract towards products called as invitation price. To understand this we take one example hypothetically.

Suppose the price of newspaper is 3 rupees and circulation is 1 lac from

Monday to Saturday. Now suppose on ‘Wednesday” they made 1 rupee of newspaper

in which they had maximum no. of pages.

As result of this, on Wednesday sales get tripled. Because those who could not

purchase it, now they (non-”TOI” readers) got opportunity to purchase and read

“TOI”. By passage of time (After 5-7 Wednesday) they became “TOI” reader. This is

called as invitation prices.

Then same things were done by competitors. After one year both company

blooded with 1000 million rupees. After this “TOI” made 5 rupees per day on same



day (called as reverse pricing). Due to high price, customer reduced from 3 lakh to 2

lakh but company still benefit because no. of customer is more than 1 lakh with 5

rupees cost of newspaper. And people going to give 5 rupees because they become

habituated with this newspaper.

Competitors cannot go for reverse strategy. Because they do not have good branding

when compare with TOI. By this way competitors will not survive.

By these techniques, they develop their market. Now Market share of “TOI” is≈50%

FIGURE1.4.5 MARKET SHARE OF “TOI”

Business standard

2%

Indian Express

5%DNA6%

The Hindustan Times18%

The Hindu20%

Times Of India49%

PERCENTAGE OF MARKET SHARE

COMPETITORS DETAIL OF “TOI” THROUGHOUT THE INDIA:TABLE:- 1.4.3 Competitors of TOI details throughout India

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

CIRCULATION Mumbai, Chennai, Madurai, India

4,00,000

WEBSITE The Indian Express.com Official site-Paper Syndication site

(www.wikipedia.com)


http://www.hindustantimes.com/


CHAPTER 2

METHODOLOGY 2.1 Market Research

2.1 MARKETING RESEARCH:

The systematic and Objective process of gathering, recording and analyzing

data for aid in making business decision or finding solution of business problems.

The task of marketing (business) research is to generate accurate information

for use in decision making.

Research Process:

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

are main activities (stages).



Stage (1) Defining the problem:

Problem is “To find out reasons why apt customers do not read ““The Times

of India” newspaper””

The objectives of project are: -

1) Preference of students or customers towards newspapers.

2) To study the factors affecting apt customers to read “TOI”.

3) To understand media habits to consumer.

4) Attitude towards “TOI”.

5) To study the market development strategy of “The Times of India”.

Stage (2) Research Design:

Research Design is master plan specifying the methods and procedures

for collecting and analyzing the needed information.

Research type: Descriptive research

Method used: By Pilot survey

Procedure: went in colleges, hostels, multiplexes, various halls, BPOs and

many other places.

Stage (3) Planning for sample: Students who know English.

Sample size: 400 persons who know English Source of Data: Primary data & secondary data

Primary Data: getting by survey

Secondary Data: Web site of “The Times of India”, Old articles,

projects, books.

Research Instrument: Questionnaire.



Types of Questions in Questionnaire: Open ended question and

Closed ended question. Most of questions are in likert scale. Shortly these

questions are going to measure-Attitude towards “TOI”, importance of

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

“TOI” in their life etc.

Sampling Method: Random Sampling method will be used for

gathering the necessary information.

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

Ahmadabad city like Institutes, shopping malls, gardens, BPOs, Colleges and taking

personal interview.

Stage (5) Analyzing the Data



CHAPTER 3

Analysis And Interpretation

Analysis:-

Question No. 1

1) What are you doing?

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

TABLE NO. 3.1 Showing category of Respondents

Category Students Employees Businesspersons Others No. of categories of non-“TOI”s 263 82 49 6Mode = Students(263)



GRAPH NO.3.1 Showing No. of respondents of different category

Students Employees Businesspersons Others0

50

100

150

200

250

300263

82

49

6

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 of approx. 86% of total non-”TOI” readers.

Question No. 2

2) Which news paper are you reading?

1) Sandesh 2) Gujarat Samachar 3) The Indian Express

4) The Hindu 5) Business Standard 6) Ahmadabad Mirror

7) Divya Bhaskar 8) Other (Please Specify):____________________

Newspaper Sandesh D.B. I.E.The Hindu B.S. A.M. G. S OTHER

No. of Readers 73 212 20 10 24 49 117 15

Mean 50 Mode = Divya Bhaskar (212)



TABLE NO.3.2 Showing different Newspapers

GRAPH.NO. 3.2 Showing No. of readers of different newspapers`

Divya Bhaskar and Gujarat Samachar are the most circulated newspapers; approx 63% educated individuals are reading those newspapers in Ahmedabad.

These two newspapers are read by educated person, who know the English very well, so this is the big opportunity to extend the market and convince them to read TOI.

Only approx 23% educated people reads English newspapers.

Question No. 3

3) How do you feel when you hear the name of “The Times of India”?

( Please tick on any one of graphics)

[ [[[[[

TABLE NO. 3.3 Showing different attitude


Sandesh D.B. I.E. The Hindu

B.S. A.M. G.S OTHER0

50

100

150

200

250

Sandesh73

Divya Bhaskar

212

20 1024

49

Gujarat Samachar117

15

No. of Readers


Attitude(Graphical Scale) Good Neutral BadNo. of respondents whose attitude towards “TOI” 248 126 26Percentage of attitude towards “TOI” 62 32 6Mean = 80 Mode = Good (248)

GRAPH NO.3.3 Showing attitude of respondents towards “TOI”

Good62%

Neutral32%

Bad6%

Percentage of attitude towards "TOI"

Good Neutral

Bad

Approx 62% educated respondent who don’t read “The Times of India” but their attitude towards Times of India is good. This shows “TOI” having good brand or image in the mind of potential customers.

Approx 32% educated respondent are having neutral attitude towards Times of India. These respondents read Times of India very hardly. These Guajarati people know English but like to read Gujarati newspaper. They may not be much aware of the importance of TOI product

Question No. 4

4) What do you think about quality of information of “The Times of India” as

compare to other English newspapers?

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

QUALITY Excellent Good FairPoor

Cannot say

No. of respondents 121 205 40 6 28Percentage of Quality of 30 51 10 2 7



information provided by “TOI”Mean = 80 Mode = Good (205)

TABLE NO.3.4 Showing scale of quality of information of “TOI”

GRAPH NO.3.4 Showing % of quality of information of “TOI”

Excellent30%

Good51%

Fair10%

Poor2%

Cannot7%

Percentage of Quality of information provided by TOI

ExcellentGoodFairPoorCannot say

The quality of information provided by the Times of India is good because approx. 30% respondents said excellent and 51% good. This shows that “The Times of India” 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 TOI have quality of information with simple language.

Question No. 5

5) If you are subscribing any other newspaper then a expert says to purchase “The Times of India” than extra cost of “The Times of India” will important for you

(A) Very important (B) Fairly important (C) Neutral (D) Not so important (E) Not at all important

TABLE NO. 3.5 Showing how much extra cost will important for respondents

ScaleVery Important

Fairly important Neutral

Not so Important

Not at all important

No of respondents who think Importance of paying Extra cost

92 98 114 71 25



of “TOI” over being Subscribed newspaperIn % 23 24 29 18 6Mean = 80 Mode = Neutral (114)

GRAPH NO. 3.5 Showings-

V. Imp.23%

Fairly Imp.24%Neutral

29%

Not so Imp.

18%

Not at all imp

6%

Importance of paying Extra cost of "TOI" over being Subscribed newspaper

Very Important

Fairly important

Neutral

Not so Important

Not at all important

Every educated or non educated family is subscribing English or Guajarati newspaper (except Times of India); if any person from that family wants to read “TOI” then they have to pay extra amount for “TOI”. This extra amount is very important for them. Now according to survey approx 47% respondent said this extra amount is important for them so they do not read “TOI”.

For approx 24% respondents did not given importance to extra cost of TOI. And they became agree to subscribe newspaper.

Approx 29% are neutral in paying extra cost. These respondents were first convinced with importance of TOI and they gave us their address and contact number for subscription but their parents do not read and write English so they are subscribing non- English newspapers as they were not able to convince their parents. This is my assumption that this type of people come in this category.

Question No.66) (a) If somebody provide you “The Times of India” at free of cost, than are

you going to read it? why________________________________________

Scale

Free of Cost

Improve-ment in Language

Inform-ation

Good Content

Good Reputation

National and InternationalNews

Not Inter-Ested

percentage of effect of providing “TOI” at free of

57 7.28 13.1 6.79 2.42 1.45 12.13



cost

Mean Approx 60 Mode = Free of cost (57%) TABLE NO. 3.6.1 Showing effect of providing “TOI” free of cost

GRAPH 3.6.1 Showing –Percentage of effect of providing TOI at free of cost

Because you provide

Free of Cost 57%

Improvement in Language

7%

for gettingInformation

13%

Good Content 7%

Good Reputa-tion2%

National and International

News 2%

Not Interested

12%

Effect of provide TOI at free of cost

According to our survey, approx 57% respondents are ready to read “TOI”

newspaper, if we provide at free of cost, it means that they are aware about it

but they don’t want to subscribe it, maybe they don’t feel worth to its price or

may be lack of communication of times of India.

31% respondent are ready to read because they know the benefit of reading

times of India like to improve their English language, to get general

knowledge, national and international news.

Approx 12% respondent are not interested to read newspaper because they are

getting the news from other sources like TV, radio, internet or from the

market.

(b) What will be frequency of reading “The Times of India”?

(A) All of the time (B) Very often (C) Often (D) Sometime (E) Hardly ever

TABLE NO. 3.6.2 Frequency of reading “TOI” at free of cost

FREQUENCYAll of the time

Very often Often

Some time

Hardly ever

Frequency of reading “TOI” 117 117 67 78 21



Mean 80 Mode 117

GRAPH 3.6.2 Showing Frequency of reading newspaper at free of cost

All of the time Very often Often Some thing Hardly ever0

20

40

60

80

100

120117 117

6778

21

Frequency of reading TOI

If we provide “TOI” at free of cost than 234 respondents said that they are going to read newspaper very often, it means they like this newspaper, want to read it but they might be thinking that cost of “TOI” newspaper is high.

Mean is 80 which is near to 79, less than 117, it means average people is going read newspaper very often. There may be gap of communication of value or importance of “TOI” to target readers.

Question No. 7

7) How much reliable information of “The Times of India” is?

(A) Very much (B) Much (C) Neutral (D) Not much (E) Not at all

TABLE NO. 3.7 Showing reliability of Information

Category ScaleVery much Much

Neutral Not Much

Not at all

No of respondents who think Reliability of information of “TOI” 117 164 84 28 7Mean 80 Mode = Much (164)



GRAPH NO. 3.7 Showing reliability of readers on “TOI” Information

Very much Much Neutral Not Much Not at all0

20

40

60

80

100

120

140

160

180

117

164

84

28

7

Category scale

According to our survey, approx 281 out of 400 respondents rely on information provided by Times of India, because of following these three reasons

1. Strongest brand in newspaper2. Not adding “mirch masala” in news by “TOI”.

3. “TOI” takes opinion from readers not vice-a-versa

Question No.8

8) Ticks on more than two relevant boxes.

Time constrains to read any (English and Gujarati) newspaper.

More time consumption to read English newspaper (“TOI”)

Not easily available in your area (service/delivery problem ) (mention area____________________________________)

Requirement to read other newspapers………………. Mention name

Prefer to read Gujarati newspapers at your home

TABLE NO.3,8 Showing the problems faced by respondents



Category Scale

Time Constraints Any Newspaper

Time Consumption For TOI

Not Easily Available

Read Other Newspaper

Prefer Gujarati News Paper At Home

No.of respondent 134 110 45 29 106IN % 31 28 11 6 24Mean 85 Mode Time constrains (134)

GRAPH NO.3.8 Showing-

Like metro cities, Ahmedabad people do not have time to read newspaper.

They update themselves by Internet, T.V. and radio. They just watch T.V. channels where channels like “AAJ TAK”, “CNBC”

give information of every half an hour and get news. Approx 28% respondents have problem of time consumed to read any English

newspaper, their English is not much improved so they get irritated by this and ultimately they switch over from English to Guajarati newspaper.

In Gujarat state, most of people’s mother tongue is Gujarati and their culture is also Gujarati, so approx 24% respondents prefer to read Gujarati newspapers at their home. Educated family is also subscribing one Gujarati newspaper at their home so their family members are definitely going to read Gujarati newspaper.

Question No. 9



9) Anything you dislike in “The Times of India”.

___________________________________________________

DISLIKE Nothing

More AdvertiseMents Sexy Images Other

Respondents who dislike in “TOI” 232 56 88 24

In % 58 14 22 6

Mean = 66 Mode Nothing(228)TABLE NO. 3.9 Showing dislike in “TOI” by students

GRAPH NO.3.9 Showing-

Nothing58%

Sexy image22%

More ad.14%

Other6%

percentage of respodent who dislike in "TOI"

nothing

sexy image

more ad.

other

Approx 58% respondents like each and every thing whatever comes in TOI. But some of them said that they could not subscribe and read it in front of their

family because of sexy images of modals, some said more advertisement.

Question No. 10

10) Problem with understanding the language of “The Times of India”?A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

TABLE NO.3.10 Showing respondents who having problem with language of TOI

ScaleStrongly Agree Agree

Uncertain Disagree

Strongly disagree

No. of respondents have 63 161 72 77 27



problem with understanding language In % 16 40 18 19 7Mean 80 Mode Agree(161)

GRAPH NO. 3.10 Showing-

S. Agree16%

Agree40%

Uncertain18%

Disagree19%

7%

percentage of respondents have problem with understanding language

Strongly AgreeAgreeUncertainDisagreeStrongly disagree

APPROX 56% respondents are agree with problem of understanding language of TOI so it shows that respondent’s are very weak in understanding English language .

Gujarati people like to read Gujarati newspaper than English newspaper even though they know English very well.

They said that they are more comfortable with Gujarati. So they like to read Gujarati newspaper.

Question No.11

11) Lacking in cover local news that other newspapers cover?A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

TABLE NO. 3.11 Showing coverage of local news

ScaleStrongly Agree Agree Uncertain Disagree

Strongly disagree

Coverage of news 59 86 155 84 15In % 15 21 39 21 4Mean 80 Mode Uncertain(155)



GRAPH NO. 3.11 Showing local news cover by “TOI”

S. Agree15%

Agree21%

Uncertain39%

Disagree21%

4%

Strongly Agree

Agree

Uncertain

Disagree

Strongly disagree

If we look at graph then we can find that approx 36% respondents agree with that “TOI” is lacking in covering local news. They like to read local news first than national. They find more local news in local newspaper like Divya Bhaskar and Gujarat Samachar.

Approx 39% respondents are uncertain about this. It means “TOI” is lacking in covering local news or people are not aware about it.

Only approx 21% people disagree. Here mean is 80 and every data except uncertain are close to mean. More

value is above mean that also prove that “TOI” lacking in covering local news.

Question No. 12

12) Do you think “The Times of India” is going to add value to your life?A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

TABLE NO.3.12 Showing people who think TOI is going to add value


Strongly disagree

No. of People who think “TOI” going to add value in their life 79 169 99 32 21

Mean 80 Mode Agree(169)

GRAPH 3.12 Showing -



Strongly Agree 79

Agree 169

Uncertain 99

3221

No.of People who think TOI going to add value in their life

Strongly Agree

Agree

Uncertain

Disagree

Strongly disagree

248 respondents agree with “TOI” going to add value in their life if they read “TOI”. So it shows TOI’s importance in their life.

They think that by reading TOI their English, life style, status are going to improve.

99 respondents are uncertain about it.

Question No. 13

13) Is “The Times of India” providing information effectively to you?A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

TABLE NO. 3.13 Showing information provided effectively to you

]

GRAPH NO 3.13 Showing effectiveness of providing information by “TOI”



Strongly disagree

Effectiveness of information 93 127 105 49 26



Strongly Agree Agree Uncertain Disagree Strongly disagree

0

20

40

60

80

100

120

140

93

127

105

49

26

Effectiveness of information

Effectiveness of providing news to reader of “TOI” is good. 127 respondents agree with this thing.

105 respondents are not aware about effectiveness of providing English news.

Question No. 14

14) Are T.V., Radio or internet giving more knowledge than “TOI”?A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

TABLE NO. 3.14 Showing T.V and RADIO give more knowledge than TOI

ScaleStrongly Agree Agree Uncertain

Disagree

Strongly disagree

knowledge more than “TOI” 82 120 110 51 37In % 20 30 28 13 9Mean 80 Mode Agree(120)

GRAPH NO. 3.14 Showing -



S. Agree20%

Agree30%

Uncertain28%

13%

9%

T.V. radio give more knowledge than TOI

Strongly AgreeAgreeUncertainDisagreeStrongly disagree

Internet, radio, T.V. and new emerging threat mobile are now main source of information. And because of this, newspaper industry is facing problem. People like to watch T.V., listening radio and new and big sources of information are Internet and mobile, people like assess this.

So 50% respondents agree with T.V., radio and internet give them more knowledge than a newspaper.

28% respondents are not aware about that which is going to give more knowledge electronic media or print media.

NOW WHAT STUDENTS ARE THINKING ABOUT “TOI?”

1) Qualification Of Students

(1)S.S.C (2) H.S.C. (3) Diploma (4) Graduate (5) Post Graduate (6) Others___

TABLE NO. 3.15 Showing qualification of students

Qualification of students H.S.C S.S.C Diploma Graduates

Post graduates Others

EngIneers

No. of Students 7 54 15 81 16 13 74Mode Graduates(81)

GRAPH NO. 3.15 Showing qualification of students



S.S.C H.S.C Diploma Graduates Post graduates others engineers0

10

20

30

40

50

60

70

80

90

7

54

15

81

16 13

74

No. of Students

Out of 263 students, 81 are graduates, 74 are engineers and 54 are H.S.C students. So majority of students are graduate and engineers.

Question No. 2

2) Out of 263 students who read newspaper which news paper are they reading?




TABLE NO.3.16 Showing different newspaper read by students

News paper

Sandesh

Divya Bhaskar

I.E.

The Hindu

Business Standard

A M

Guj. S. ET DNA

No. of newspaper read by students 54 143 13 6 16

49 90 3 4

In % 14 38 3 2 413 24 1 1

Mean 45 Mode Divya Bhaskar(143)

GRAPH NO. 3.16 Showing-



M

ajority of students are graduates, engineers. They are well matured to understand value of English, but still they prefer to read Gujarati newspaper like 38% of students like to read Divya Bhaskar and 24% Gujarat Samachar.

Approx 24% students like to read English newspaper. 62% students might be habituated to read Guajarati newspapers as Gujarati

newspaper coming at their home. Above mean there are 4 newspapers except Ahmedabad Mirror, all three

newspapers are Gujarati. It proves that average students are reading Gujarati newspapers

Question No. 3

3) How do you feel when you heard name of “The Times of India”?

(Please tick on any one of graphics)

TABLE NO.3.17 Showing attitude towards “TOI”


14%

Divya Bhaskar38%

3%2%

4%

13%

Guj. S24%

1%1%

Percentage of newspaper read by students

Sandesh

Divivy Bhaskar

I.E.

The Hindu

Business Standard

Ahmedabad Mirror

Guj. Samachar

ET

DNA

Attitude Good Neutral BadNo. of students 176 78 9Mean Approx 90 Mode Good (176)


GRAPH NO. 3.17 Showing Attitude Of Most Of Students Are Good

Good Neutral Bad0

20

40

60

80

100

120

140

160

180176

78

9

no of students

Approx 70% students having good attitude towards TOI. It means they like to read TOI may be in their college library, friend’s home or where TOI is coming.

78 students’ attitude is neutral because these students like only Gujarati or local newspapers and read TOI very rarely.

Question No. 4

4) If you are subscribing any other newspaper then a expert says to

purchase “The Times of India” than extra cost of “The Times of India”

will important for you

(A) Very important (B) Fairly important (C) Neutral (D) Not so important (E) Not at all important

TABLE NO. 3.18 Showing Effect Of Paying Extra Cost “TOI”


category scalevery important

fairly important neutral

not so important

not at all important

no. of respondent 64 59 72 55 12In % 24 23 27 21 5Mean 52 Mode


GRAPH NO. 3.18 Showing No. Of Students Who Affected With Paying Extra Cost

Most of students do not have income source and decision power n their hand. Suppose students have income source but cannot take decision without taking

decision from his family members.

Question No. 55) Ticks on more than two relevant boxes.

Time constrains to read any (English and Gujarati) newspaper.

More time consumption to read English newspaper (“TOI”)


Requirement to read other newspapers………Mention name

Prefer to read Gujarati newspapers at your home

TABLE NO. 3.19 Showing problems of students.

CATEGORY SCALE

Time constraints

any newspaper

Time consumption

for “TOI”

Not easily

available

Read other

newspaper

Prefer Guajarati

news paper at

homeNo. of

respondent134 110 45 29 106


very impor-tant24%

fairly impor-tant23%

neutral27%not so

important21%

not at all important5%


In % 31 26 11 7 25Mean 85 mode 134

GRAPH NO.3.19 Different Problems Faced By Students

Students are studying with job so they do not have that much of time to read English newspapers.

Today’s generation prefer news from T.V. internet and radio. So they do not prefer to read any newspaper.

26% students have problem with more time consumption to read English newspaper because they always like to communicate in Gujarati language.

Question no. 6

6) Problem with understanding the language of “The Times of India”.A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

TABLE NO. 3.20 Showing problem with understanding language of TOI.

CATEGORY SCALEstrongly agree agree

uncertain disagree

strongly disagree

percentage of understanding language of “TOI” 30 106 53 63 10In % 11 41 20 24 4Mean 52 Mode Agree (106)

GARPH NO. 3.20 Showing-


strongly agree11%

Agree41%

Uncertain20%

Disagree24%

strongly disagree

4%

Percentage of understanding language of "TOI"

strongly agreeagreeuncertaindisagreestrongly disagree


Most important thing is understanding language of any English newspaper and approx 52% students are facing this problem. Due to this they fear to subscribe English newspaper and switch over Gujarati newspaper.

These students may be studying in Gujarati medium and do not required level

of English.

Question No. 7

7) Do you think “The Times of India” is going to add value to your life?A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

Table No.3.21 Showing No Of Respondents Think TOI Is Going To Add Value To Their Life.

Category scale Strongly agree

agree uncertain disagree Strongly disagree

Numbers of respondents 54 127 54 20 8

Percentage of people think “TOI” is going to add value in their life

20.53% 48.28%

20.53% 7.6% 3.04%


strongly agree11%

Agree41%

Uncertain20%

Disagree24%

strongly disagree

4%

Percentage of understanding language of "TOI"

strongly agreeagreeuncertaindisagreestrongly disagree


Mean 52 Mode Agree (127)

Graph No.3.21 Showing

Most of the students are agree that Times of India is going to add value in their

life they can improve their English.

They can also get general knowledge and update them self to sustain in this

competitive market.

Question No: 8

8) Are T.V., Radio or internet giving more knowledge than “TOI”?

A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

TABLE NO.3.22 Showing Who Is Giving More Knowledge Than “TOI”

Category scaleStrongly

agreeagree

uncertain

disagreeStrongly disagree

Numbers of respondents 62 86 65 29 21

Percentage of people think that TV. Radio

23.57 32.69 24.71 11.02 7.98



Strongly Agree 20%

Agree 48%

Uncertiain 21%

Disagree 8%

Strongly Disagree

3%

percentage of people think that times of india is going to add value in there life

Strongly Agree 54

Agree 127

Uncertiain 54

Disagree 20

Strongly Disagree 8


GRAPH NO. 3.22 Showing

stongly agree 23%

Agree 33%

Uncertain 25%

Disagree 11%

strongly disagree 8%

Percentage of people think that T.V RADIO or Internet give more knowledge than TOI

stongly agree 62agree 86Uncertain 65Disagree 29strongly disagree 21

Today’s generation are very fast they are getting information from TV and

radio and Internet they don’t want to spend their time in reading newspapers.

Most of the students are spending their most of time in front of TV and

Internet so they get most of information from there.

CHAPTER 4 Parul Institute Of Management, Vadodara Page 57 of 71


FINDING AND INFERENCES

INTERPRETATION OF QUESTIONNAIRE

Approx 86% respondents are students and employees, who are “Non-TOI”

readers.

Educated people also like to read Guajarati newspaper, because of their

convenience with Guajarati language.

Because of good branding and too specific to information or news, approx

81% respondent think, quality of information of “TOI” is good.

If expert suggest then to read “TOI” then extra amount of “TOI” over being

subscribe Guajarati newspaper, is very important for them.

Now if we provide “TOI” at free of cost, then 57% of respondent going to read

it, it means Gujarati people do not feel worth to its prices or money is more

important them and frequency of reading “TOI” (if we provide “TOI” at free



of cost) is very often because 234 out of 400 respondents are ready to read

“TOI” every day.

231 out of 400 respondents rely on information provided by “TOI” because of

it brands, taking opinion from readers, and not adding “mirch masala” to it

news.

31% respondents do not have time to read newspaper because of tight

schedule or job. They get news from T.V., internet and radio.

28% respondents have problem with understanding language of “TOI”

because of Gujarati culture or do not know English perfectly.

24% respondents prefer Guajarati newspaper at home because; they habituated

to read Guajarati newspapers with their family members.

“The Times of India” comes with so many sexy images so member of family

do not like to read is front of members.

Most of respondent (approx 56%) have problem with language of “TOI”.

There people prefer Ahmedabad Mirror not “TOI”.

If any newspaper does not cover local news, then nobody is interested to

subscribe it, approx 36% respondent agree with “TOI” lacking in covering

local news. But 39% respondents are uncertain about it.

Due to good branding, improvement in reader’s life, and status, 248 out of 400

think “TOI” is going to add value in their life.

“TOI” provide effective information and 58% respondents like everything in

‘TOI” so respondent said whenever they get chance to read TOI, they read it.

They getting information very well.

50% respondents agree with, internet, radio and T.V. are providing more

knowledge than TOI. They like to take information, news from electronics

media only.

WHAT STUDENTS ARE THINKING ABOUT TOI

Most dominated qualification of students is graduated and engineers.



Most of students (graduated, engineers) are reading Divya Bhaskar and

Gujarat Samachar. Because they like or they do not know value of English.

They said we are getting\ knowledge from Guajarati newspapers.

47% respondent think that paying extra cost of TOI over being subscribe

newspaper is important for them.

31% student having time constraints to read newspaper because they get these

newspapers from friends or from anywhere else. They do not want to waste

their time to reading newspaper.

26% of students are not comfortable with English language, so they take more

time to understand and article and English newspapers.

25% of respondent prefer Guajarati newspapers at home.

68% respondents agree with “TOI” that “TOI” is going to add value in their

life if they read it regularly.

Approx 56% of students are like to take knowledge from internet, TV, radio.

They do not like to spend their time to read newspaper.



CHAPTER 5

RECOMMENDATIONS

Recommendation for the Times of India

Students are the most potential market for “TOI”, so “TOI” Should give-

1. Promotional schemes to organization, classes or schools so new

generation become habitual to “TOI” Only.

2. More career news on regular basis (twice or thrice a week) on “TOI”

newspaper or start two supplements on career per week.

Give presentation on importance of “TOI” over other newspaper to these

readers(specially students) because



1. 63% educated respondents (students 66%) are reading Guajarati

newspaper.

2. 32% respondents have neutral attitude.

3. Approx 50% respondents think extra cost of “TOI”, over being

subscribed newspaper, is important for them.

To penetrate into the market for various reasons (based on finding and

inferences.)

1. Make it compulsory for “Vendorwala” to put banner outside their

home with toll free phone number and vendorwala’s mobile number

and one lead line number.

2. Give toll free number on every copy of Times of India one specific

location.

3. Give some copies (fix 100, 200) to persons are coming in big clubs to

make habituate to TOI.

4. Cover more local news like Divya Bhaskar in TOI.

5. Start SMS alert on mobile of short news. For register mobile number

make some arrangement in “TOI” website.

6. Improve distribution channel in interior areas of Ahmedabad.

As new generation like to take information from internet so improve e-paper,

make reader friendly, and make it easy to assess.

Tell disadvantage of going online –like-eye problem, Cost of electricity,

Computer, Internet. Tell cost calculation of going online and start

subscriptions.

Do not use abbreviation like SC (Supreme Court)

Reduce semi-nude images of models.

Improve Grammar mistakes in “TOI”.

Start giving more news on stock market.

Avoid repetition of news.

During survey we found some strengths of TOI like-

1. Non-TOI have good attitude towards TOI.

2. They think “TOI provide quality of information”.

3. TOI will add value to their life.



4. Provide information effectively

5. They rely on information given by TOI.

TOI should high light these strengths in market to make them regular TOI

reader.

“TOI” should survey like the Divya Bhaskar is doing they should give the

questionnaire in their paper .Divya Bhaskar is doing this survey every six

months and find out the results of it and they will make the changes according

to the consumers preferences. We had attached that questionnaire.





CONCLUSION



CONCLUSION

From above survey we conclude that

Non-TOI reader has a problem with understanding language.

TOI lack in covering local news like Divya Bhaskar.

New generation like to take news from T.V, RADIO and INTERNET or any

electronic media.

Educated people like to read Gujarati newspaper.

In Gujarati people’s mind, money is very important for them.

During survey we found some strengths of TOI like-

1. Non-TOI have good attitude towards TOI.

2. They think “TOI provide quality of information”.

3. TOI will add value to their life.

4. Provide information effectively

5. They rely on information given by TOI



APPENDIX:

Questionnaire on which we conducted this survey is

SURVEY QUESTIONNAIRE FOR TIMES OF India

Please fill this to help Times Of India Serve You better. (The information provided by you will be kept strictly confidential.) (FOR PEOPLE “WHO DON’T" READ TIMES OF INDIA)

1) What are you doing?

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

A) Which news paper are you reading?




B) How do you feel when you heard name of “The Times of India”?

( Please tick on any one of graphics)

C) What do you think about quality of information of “The Times of India” as

compare to other English newspapers?

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

D) If you are subscribing any other newspaper then a expert says to purchase

“The Times of India” than extra cost of “The Times of India” will be

important for you

(A) Very important (B) Fairly important (C) Neutral

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

E) If somebody provide you “The Times of India” at free of cost, than are you

going to read it? Why? - ______________________________________

What will be frequency of reading “The Times of India”?

(A) All of the time(B) Very often (C) Often (D) Sometime(E) Hardly ever

F) How much reliable information of “The Times of India”?

(A) Very much (B) Much (C) Neutral (D) Not much (E) Not at all

G) Ticks on more than two relevant boxes.



Time constrains to read any (English and Gujarati) newspaper. More time consumption to read English newspaper (“TOI”)


Requirement to read other newspapers……. (Mention name) Prefer to read Gujarati newspapers at your home

H) Anything you dislike in “The Times of India”._________________________________________________________

Rate “The Times of India” (“TOI”) on these 5 scales.s. no

Questions Strongly agree

Agree Uncertain Disagree Strongly disagree

10 Problem with understanding the language of “The Times of India”.

11 Lacking in cover local news (any information fun also) that other newspapers cover? _____________How much % of that information “The Times of India” cover?

0-20% 20-40 40-60 60-80 80-100

12 Do you think “The Times of India” is going to add value to your life?

13 Is ““The Times of India”’ providing information effectively to you?

14 Are T.V., Radio or internet giving more knowledge than “TOI”?

Personal detail:-

Name …………………………………………. Contact No.……………………

(15) Education(1)S.S.C(2)H.S.C(3) Diploma(4) Graduate(5) Post Graduate(6) Others__________



BIBLIOGRAPHY:

Books:

Kotler, Philip, et al., Marketing Management: A South Asian perspective, (13th ed; Delhi: Dorling Kindersley (india) 1994) Ch.6 & 8.

Rao S. Shreenivas, Hand Book for Writers And Editors, (10 th ed; Ahmadabad: (AMA2007) ch.6, page no. 49,ch.8, page no. 64-67,ch. 10, page no.102-111.

Zinmund William G., Business Research Methods, (7th ed; New Delhi: Cengage Learning India Private Limited2002) ch.4, page no. 58-75

Internet:

S.no Name of site Article Name Date of the site visited

1 www.wikipedia.com Times of India, the Hindu, the Hindustan, Newspaper industry.

25 may 2009

1 www.newspaperin

dustry.com

Brief history of newspaper industry.

30 may 2009

2 www.pbs.org What you should know about newspaper industry?

30 may 2009

3 www.icmindia.com Case study of the Hindustan Vs “The Times of India”.

30 may 2009

4 www.mpdailyfix.com What is going on in the newspaper industry?

17 June 2009

5 www.indiatimes.com About company. 17 June 2009

6 www.taipeitimes.com /News/editorials/archives/2004/02/05/2003097557

Archives of newspaper industry. 18 June 2009

7 DIVYA BHASKAR NEWSPAPER

Questionnaire of Divya Bhaskar newspaper survey.

23 June 2009


http://www.taipeitimes.com/

http://www.taipeitimes.com/

http://www.indiatimes.com/

http://www.mpdailyfix.com/

http://www.icmindia.com/

http://www.pbs.org/

http://www.newspaperin/

http://www.wikipedia.com/



Documents

consumer behavior towards times of india news paper