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“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
June 2009

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“Consumers Preference Towards “Times Of India”
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

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“Consumers Preference Towards “Times Of India”
Description Page No.
Acknowledgement i.
Contents
List of tables ii.
List of figures iii.
List of Abbreviation iii.
Abstract iv.
1.Introduction 01
i. Project 05
ii. Industry 08
iii. Company 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

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“Consumers Preference Towards “Times Of India”
9. TABLE 3.3 showing different attitude 36
10. TABLE 3.4 showing scale of quality of information of “TOI” 37
TABLE3.5 showing how much extra cost will important for 38
11.
respondents
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
TABLE.3.10 showing respondents who having problem with 44
17.
language of TOI
18. TABLE. 3.11showing coverage of local news 45
Table 3.12 showing people who think TOI is going to add 46
19.
value
20. TABLE 3.13 showing information provided effectively to you 47
TABLE 3.14 showing T.V and RADIO give more knowledge 48
21.
than TOI
22. TABLE3.15 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. TABLE3.18 Showing Effect Of Paying Extra Cost “TOI” 52
26. TABLE 3.19 showing problems of students 53
TABLE 3.20 showing problem with understanding language of 54
28.
TOI.
TABLE.3.21 Showing No Of Respondents Think TOI Is 55
29.
Going To Add Value To Their Life.
TABLE.3.22 Showing Who Is Giving More Knowledge Than 56
30.
“TOI

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
FIGURE NO 1.4.3 Showing Other Departments Of The Time 25
6.
Of India.
FIGURE NO 1.4.4 Showing various functions of RMD 26
7.
department.

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“Consumers Preference Towards “Times Of India”
8. FIGURE NO 1.4.5 MARKET SHARE OF “TOI”. 28
GRAPH NO 3.1 Showing no. of respondents of different 34
9.
category.
GRAPH NO 3.2 Showing No. of readers of different 35
10.
newspapers.
GRAPH NO 3.3 Showing attitude of respondents towards 36
11.
“TOI”.
GRAPH NO 3.4 Showing % of quality of information of 37
12.
“TOI”.
GRAPH NO 3.5 Showings percentage of importance of paying 38
13.
extra cost for “TOI”.
GRAPH NO 3.6.1 Showing Effect of provide TOI at free of 39
14.
cost.
GRAPH NO 3.6.2 Showing frequency of reading newspaper 40
15.
at.
GRAPH NO 3.7 Showing reliability of readers on “TOI” 41
16.
information.
GRAPH NO 3.8 Showing percentage of respondents having 42
17.
problem to read newspaper.
GRAPH NO 3.9 Showing-percentage of respondent who 43
18.
dislike in "TOI".
GRAPH NO 3.10 Showing Percentage of respondents have 44
19.
problem with understanding Language.
20. GRAPH NO 3.11 Showing local news covers by “TOI”. 45
GRAPH NO 3.12 Showing Percentage of No. of People who 46
21.
think TOI going to add value in their life.
GRAPH NO 3.13 Showing effectiveness of providing 47
22.
information by “TOI”.
GRAPH NO 3.14 Showing - T.V. radio give more knowledge 48
23.
than TOI.
24. GRAPH NO 3.15 Showing qualification of students. 49
GRAPH NO 3.16 Showing- Percentage of newspaper read by 50
25.
students.
GRAPH NO 3.17 Showing Attitude Of Most Of Students Are 51
26.
Good.
GRAPH NO 3.18 Showing No. Of Students Who Affected 52
27
With Paying Extra Cost.
28. GRAPH NO.3.19 Different Problems Faced By Students. 53
GRAPH NO 3.21 Showing-Percentage of understanding 54
29.
language of "TOI".
GRAPH NO 3.22 Showing percentage of people think The 55
30.
times of India is going to add value in their life.
GRAPH NO3.23 Showing Percentage of people think that T.V 56
31.
RADIO or Internet give more knowledge than “TOI”.

2List of abbreviation

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“Consumers Preference Towards “Times Of India”
S. N. “TOI” “The Times of
1. 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.

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“Consumers Preference Towards “Times Of India”
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

withour 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

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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
1.1PROJECT
1.1.1Problem 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
1.3.1Introduction

1.3.2SWOT Analysis
1.4PRODUCT PROFILE

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“Consumers Preference Towards “Times Of India”
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 convincethem 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”.

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“Consumers Preference Towards “Times Of India”
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

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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

CIRCULATION
NEWSPAPER COUNTRY (THOUSANDS) LANGUAGE OWNER

Yomiuri
YOMIURI Shimbun
1 SHIMBUN Japan 14,067 Japanese Group

THE TIMES OF
BCCL
8 India India 3,146 English

3 Kasseri &
2 THE HINDU India 1,272 English 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

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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

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“Consumers Preference Towards “Times Of India”
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

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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

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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

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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.

figure 1.3.2showing publishing


centers if TOI.

The Times Group (BCCL):

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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
“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 1.3.3 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). • Late & repeated news


• Big Brand, good reputation in the • Less information about
minds of customer. stock market
• 1st rank in circulation in India& 8thin • Grammar and vocabulary
world. mistakes.
• Invitational prices. • Pictures of nude girls
• Launches good campaign. • Late circulation in small
• Daily English newspaper with rich cities
supplements. • Lake in covering useful
• Good support from Times group news for competitive
companies. students
• World class printing machine-Geoman,
Goss
• 110,000 copies per hour

OPPORTUNITY THREATS

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• Literacy rate increases day by day. • People are getting
• People focus more on career, education knowledge form Internet,
etc. T.V., Radio etc.
• English is international language. • Day by day readership of
Everyone wants to learn it. “The Hindustan” (2
• Life style being hi-fi. 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 brief
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

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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 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

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“Consumers Preference Towards “Times Of India”
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

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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.

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“Consumers Preference Towards “Times Of India”
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.
1.4.2showing 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

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“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”

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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:

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“Consumers Preference Towards “Times Of India”
Figure No 1.4.4 showing various functions of RMD department

THREE INTERESTING THINGS ABOUT “The Times of India”-


➢ Sell less than cost of newspaper (10-15 Rs).
➢ Always not looking to increase no. of copies to sell.
➢ Attached Profile of Reader.

DISTRIBUTION CHANNEL OF “TOI”:


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
 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 week
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“Consumers Preference Towards “Times Of India”
Monday 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”

COMPETITORS DETAIL OF “TOI” THROUGHOUT THE INDIA:


TABLE:- 1.4.3 Competitors of TOI details throughout India

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“Consumers Preference Towards “Times Of 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 1,143,000 Daily
needed) 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, Mumbai
Madurai, India
CIRCULATION Mumbai, Chennai, 4,00,000
Madurai, India
WEBSITE The Indian Official site-Paper
Express.com Syndication site
(www.wikipedia.com)

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“Consumers Preference Towards “Times Of India”

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”.

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“Consumers Preference Towards “Times Of India”
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

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“Consumers Preference Towards “Times Of India”

CHAPTER 3

Analysis And Interpretation

Analysis:-

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“Consumers Preference Towards “Times Of India”
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 6
Mode = Students(263)

GRAPH NO.3.1 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 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):____________________

The
Newspaper Sandesh D.B. I.E. 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)

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“Consumers Preference Towards “Times Of India”
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


Attitude(Graphical Scale) Good Neutral Bad
No. of respondents whose attitude
towards “TOI” 248 126 26
Percentage of attitude towards
“TOI” 62 32 6
Mean = 80 Mode = Good (248)

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

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“Consumers Preference Towards “Times Of India”

✔ 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 towardsTimes 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

Cannot
QUALITY Excellent Good Fair Poor say
No. of respondents 121 205 40 6 28
Percentage of Quality of
information provided by “TOI” 30 51 10 2 7
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”

✔ 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

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“Consumers Preference Towards “Times Of India”
Very Fairly Not so Not at all
Scale Important important Neutral Important important
No of respondents
who think Importance
of paying Extra cost
of “TOI” over being
Subscribed newspaper 92 98 114 71 25
In % 23 24 29 18 6
Mean = 80 Mode = Neutral (114)

GRAPH NO. 3.5 Showings-

✔ 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.6
6) (a) If somebody provide you “The Times of India” at free of cost, than are
you going to read it? why________________________________________
National
and
Free Improve- Internationa Not
of ment in Inform- Good Good l Inter-
Scale Cost Language ation Content Reputation News Ested
percentage
of effect of
providing
“TOI” at
free of cost 57 7.28 13.1 6.79 2.42 1.45 12.13

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

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“Consumers Preference Towards “Times Of India”
✔ 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


All of the Very Some Hardly
FREQUENCY time often Often time 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

✔ 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

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“Consumers Preference Towards “Times Of India”
TABLE NO. 3.7 Showing reliability of Information
Neutra Not at
Category Scale Very much Much l Not Much all
No of respondents who think
Reliability of information of
“TOI” 117 164 84 28 7
Mean 80 Mode = Much (164)

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

✔ 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 newspaper
2. 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
Prefer
Gujarati
Time News
Constraints Time Not Read Paper
Category Any Consumption Easily Other At
Scale Newspaper For TOI Available Newspaper Home
No.of
respondent 134 110 45 29 106

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“Consumers Preference Towards “Times Of India”
IN % 31 28 11 6 24
Mean 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”.

___________________________________________________
More
Advertise
DISLIKE Nothing Ments 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

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“Consumers Preference Towards “Times Of India”

GRAPH NO.3.9 Showing-

✔ 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
Strongly Strongly
Scale Agree Agree Uncertain Disagree disagree
No. of respondents have
problem with
understanding language 63 161 72 77 27
In % 16 40 18 19 7
Mean 80 Mode Agree(161)

GRAPH NO. 3.10 Showing-

✔ 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


Strongly Strongly
Scale Agree Agree Uncertain Disagree disagree
Coverage of
news 59 86 155 84 15
In % 15 21 39 21 4
Mean 80 Mode Uncertain(155)

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“Consumers Preference Towards “Times Of India”
GRAPH NO. 3.11 Showing local news cover by “TOI”

✔ 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 Strongly
Scale Agree Agree Uncertain Disagree 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 -

✔ 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

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“Consumers Preference Towards “Times Of India”
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


Strongly Strongly
Scale Agree Agree Uncertain Disagree disagree
Effectiveness of
information 93 127 105 49 26
Mean 80 Mode Agree(127)

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

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

GRAPH NO. 3.14 Showing -

✔ Internet, radio, T.V. and new emerging threat mobile are now main source of
information. And because of this, newspaper industry is facing problem.

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“Consumers Preference Towards “Times Of India”
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 Post Eng
of students H.S.C S.S.C Diploma Graduates graduates Others Ineers
No. of
Students 7 54 15 81 16 13 74
Mode Graduates(81)

GRAPH NO. 3.15 Showing qualification 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?
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):____________________

TABLE NO.3.16 Showing different newspaper read by students


Busines
Divya The s
News Sandes Bhaska I Hind Standar A Guj.
paper h r .E. u d M S. ET DNA
No. of
newspape
r read by 54 143 13 6 16 49 90 3 4

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“Consumers Preference Towards “Times Of India”
students
In % 14 38 3 2 4 13 24 1 1
Mean 45 Mode Divya Bhaskar(143)

GRAPH NO. 3.16 Showing-

✔ Majority 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”


Attitude Good Neutral Bad
No. of students 176 78 9
Mean Approx 90 Mode Good (176)

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

✔ 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.

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“Consumers Preference Towards “Times Of India”
✔ 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”


very fairly not so not at all
category scale important important neutral important important
no. of
respondent 64 59 72 55 12
In % 24 23 27 21 5
Mean 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.

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“Consumers Preference Towards “Times Of India”
✔ Suppose students have income source but cannot take decision without taking
decision from his family members.

Question No. 5
5) 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. 3.19 Showing problems of students.
Prefer
Time
Time Not Read Guajarati
CATEGORY constraints
consumption easily other news
SCALE any
for “TOI” available newspaper paper at
newspaper
home
No. of
134 110 45 29 106
respondent
In % 31 26 11 7 25
Mean 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.

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“Consumers Preference Towards “Times Of India”
✔ 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.


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

GARPH NO. 3.20 Showing-

✔ 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

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“Consumers Preference Towards “Times Of India”
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 Strong agre uncert disagr Strong
ly e ain ee ly
agree disagr
ee
Numbers of 54 127 54 20 8
respondents
Percentage of people 20.53 48.2 20.53% 7.6% 3.04%
think “TOI” is going to % 8%
add value in their life
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.3.22Showing Who Is Giving More Knowledge Than “TOI”
Strongl
Strongl
agre uncert disagr y
Category scale y
e ain ee disagr
agree
ee
Numbers of
62 86 65 29 21
respondents
Percentage of people 32.6
23.57 24.71 11.02 7.98
think that TV. Radio 9

Mean 52 Mode Agree(86)

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“Consumers Preference Towards “Times Of India”

GRAPH NO. 3.22 Showing

✔ 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

FINDING AND INFERENCES

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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.

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“Consumers Preference Towards “Times Of India”
✔ 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.

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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.

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“Consumers Preference Towards “Times Of India”
✔ 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

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“Consumers Preference Towards “Times Of India”
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.

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“Consumers Preference Towards “Times Of India”

CONCLUSION

CONCLUSION
From above survey we conclude that
➢ Non-TOI reader has a problem with understanding language.

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“Consumers Preference Towards “Times Of India”
➢ 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

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“Consumers Preference Towards “Times Of India”
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?
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):____________________
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?

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

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“Consumers Preference Towards “Times Of India”
(A) Very much (B) Much (C) Neutral (D) Not much (E) Not at all
H) 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
I) Anything you dislike in “The Times of India”.
_________________________________________________________
Rate “The Times of India” (“TOI”) on these 5 scales.
s. Questions Strongly Agree Uncertain Disagree Strongly
no agree 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 0-20% 20-40 40-60 60-80 80-100
information “The
Times of India”
cover?
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:

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“Consumers Preference Towards “Times Of India”
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, (10th
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 Name of site Article Name Date of
.no the site
visited
1 www.wikipedia. Times of India, the Hindu, 25 may
com the Hindustan, Newspaper 2009
industry.
1 www.newspape Brief history of newspaper 30 may
rin industry. 2009

dustry.com
2 www.pbs.org What you should know 30 may
about newspaper industry? 2009

3 www.icmindia.c Case study of the 30 may


om Hindustan Vs “The Times of 2009
India”.
4 www.mpdailyfix What is going on in the 17 June
.com newspaper industry? 2009

5 www.indiatimes About company. 17 June


.com 2009
6 www.taipeitimes.c Archives of newspaper 18 June
om industry. 2009
/News/editorials/a
rchives/2004/02/0
5/2003097557
7 DIVYA BHASKAR Questionnaire of Divya 23 June
NEWSPAPER Bhaskar newspaper survey. 2009

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