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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 Acknowledgement Contents List of tables List of figures List of Abbreviation Abstract 1.Introduction i. Project ii.Industry iii.Company 2. Methodology 3. Analysis & Interpretation 4. Findings & inferences 5. Recommendations 6. Conclusion Appendices Bibliography ii. iii. iii. iv. 01 05 08 17 27 30 54 57 Page No. i.
List Of Tables:
LIST OF TABLES S.no 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. Table Title TABLE 1.2.1 Worlds biggest newspaper by circulation TABLE 1.3.1 Showing Company Detail In Brief TABLE 1.3.2 Showing SWOT of The Times of India TABLE 1.4.1 Showing The Times of India in brief TABLE 1.4.2 Pricing of newspaper for a week TABLE 1.4.3 Competitors of TOI details throughout India TABLE 3.1 showing category of respondents TABLE 3.2 showing different newspapers TABLE 3.3 showing different attitude TABLE 3.4 showing scale of quality of information of TOI TABLE 3.5 showing how much extra cost will important for respondents TABLE 3.6.1 Showing effect of providing TOI free of cost TABLE 3.6.2 Frequency of reading TOI at free of cost TABLE 3.7 showing reliability of information TABLE 3,8 showing the problems faced by respondents TABLE 3.9 showing dislike in TOI by students TABLE.3.10 showing respondents who having problem with language of TOI TABLE. 3.11showing coverage of local news Table 3.12 showing people who think TOI is going to add value TABLE 3.13 showing information provided effectively to you TABLE 3.14 showing T.V and RADIO give more knowledge than TOI TABLE 3.15 Showing qualification of students TABLE 3.16 showing different newspaper read by students TABLE 3.17 showing attitude towards TOI TABLE 3.18 Showing Effect Of Paying Extra Cost TOI TABLE 3.19 showing problems of students Page No. 11 16 18 19 27 29 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53
TABLE 3.20 showing problem with understanding language of TOI. TABLE.3.21 Showing No Of Respondents Think TOI Is Going To Add Value To Their Life. TABLE.3.22 Showing Who Is Giving More Knowledge Than TOI
54 55 56
problem with understanding Language. 20. 21. 22. 23. 24. 25. 26. 27 28. 29. 30. 31. GRAPH NO 3.11 Showing local news covers by TOI. GRAPH NO 3.12 Showing Percentage of No. of People who think TOI going to add value in their life. GRAPH NO 3.13 Showing effectiveness of providing information by TOI. GRAPH NO 3.14 Showing - T.V. radio give more knowledge than TOI. GRAPH NO 3.15 Showing qualification of students. GRAPH NO 3.16 Showing- Percentage of newspaper read by students. GRAPH NO 3.17 Showing Attitude Of Most Of Students Are Good. GRAPH NO 3.18 Showing No. Of Students Who Affected With Paying Extra Cost. GRAPH NO.3.19 Different Problems Faced By Students. GRAPH NO 3.21 Showing-Percentage of understanding language of "TOI". GRAPH NO 3.22 Showing percentage of people think The times of India is going to add value in their life. GRAPH NO3.23 Showing Percentage of people think that T.V RADIO or Internet give more knowledge than TOI. 45 46 47 48 49 50 51 52 53 54 55 56
List of abbreviation
S. 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.
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 1.1.2 Problem statement and justification Objective and scope
1.2
INDUSTRY
1.2.1 1.2.2 Background Porters Five forces modal
1.3
COMPANY
1.3.1 Introduction 1.3.2 SWOT Analysis
1.4
PRODUCT PROFILE
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 Suppose 4 members in one family Then total family in Ahmedabad is Out of 12.5 lakh families, only 70% is literate = 12.5 lakh (50/4) = 8.6 lakh (70% of 12.5) = 50 lakh
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 is1. 2. 3. 4. 5. But when they say YES then why are you reading TOI. Which type of news you like the most in TOI. Specific area or location (Paldi, kalupur, Naroda, Bapunagar) wise survey. Nearer regions (Gandhinagar, Mehsana, Kalol) of Ahmedabad. 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 Japans news paper stands in rank 1in Worlds 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. 1.2.1worlds biggest newspaper by circulation CIRCULATION COUNTRY (THOUSANDS) LANGUAGE OWNER
India
3,146
English
BCCL
32 THE HINDU
India
1,272
English
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 PORTERS 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) 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.
1.3 COMPANY
1.3.1 Introduction to Company
Thought Of Company
Main Businesses: Its main business and major brands The Times of Indiafirst morning compact daily.
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
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
1.3.2 SWOT ANALYSIS Table 1.3.2 showing SWOT of The Times of IndiaINTERNAL 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
Late & repeated news Less information about stock market Grammar and vocabulary mistakes. Pictures of nude girls Late circulation in small cities
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.
Day by day readership of The Hindustan (2 position) and The Hindu (3 position) increases very fast.
EXTERNAL FACTORS
Product Detail In Short: Table 1.4.1 showing The Times of India in brief
TYPE FORMAT OWNER EDITOR-IN-CHIEF FOUNDED
Daily newspaper Broadsheet Bennett, Coleman & Co. Ltd Jaideep Boss 1838
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
1861 Editor Bombay Robert Times, Knight Bombay amalgamates Standard The and
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 womens magazine in English launched Femina- first
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.
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.
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
RMD (RESULT AND MARKET DEVELOPMENT) DEPARTMENT OF MARKETING: Figure No 1.4.4 showing various functions of RMD department
THREE INTERESTING THINGS ABOUT The Times of India Sell less than cost of newspaper (10-15 Rs). Always not looking to increase no. of copies to sell. Attached Profile of Reader.
DISTRIBUTION CHANNEL OF TOI: 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.
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
Pricing of TOI:
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
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 is50%
COMPETITORS DETAIL OF TOI THROUGHOUT THE INDIA: TABLE:- 1.4.3 Competitors of TOI details throughout India The Hindu The Hindustan Times TYPE FORMAT OWNER PUBLISHER EDITOR FOUNDED LANGUAGE Political allegiance HEADQUARTERS CIRCULATION DAILY NEWSPAPER BROAD SHEET KASTURI & SONS N.RAM N.RAM September 20,1878 ENGLISH --------CHENNAI DAILY NEWSPAPER BROAD SHEET HT Media LTD Shobhana Bhartia Vir Sanghvi 1924 ENGLISH Centrist New Delhi, India
WEBSITE
www.hindustantimes.com
DNA
DAILY NEWSPAPER BROAD SHEET Diligent Media cor. R Jagannathan July 30,2005 ENGLISH Mumbai
DAILY NEWSPAPER BERLINER Indian Express Group Shekhar Gupta 1931 ENGLISH Mumbai, Chennai, Madurai, India Mumbai, Chennai, Madurai, India The Indian Express.com
CIRCULATION
4,00,000
WEBSITE
CHAPTER 2
METHODOLOGY
2.1 Market Research
Research Process:
Every research project has order of sequence of activity. In this project, these are main activities (stages).
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.
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.
CHAPTER 3
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 263 82 49 6 non-TOIs Mode = Students(263)
263
82 49 6
Students Employees Businesspersons Others
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 4) The Hindu 2) Gujarat Samachar 5) Business Standard 3) The Indian Express 6) Ahmadabad Mirror
TABLE NO.3.2 Showing different Newspapers Newspaper Sandesh D.B. I.E. No. of 73 212 20 Readers Mean 50 The Hindu B.S. 10 Mode 24 A.M. G. S OTHER 49 117 15
D.B.
I.E.
` 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) No. of respondents whose attitude towards TOI Percentage of attitude towards Good 248 62 Neutral 126 32 Bad 26 6
Neutral 32%
Good 62%
Neutral Bad
Approx 62% educated respondent who dont 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
TABLE NO.3.4 Showing scale of quality of information of TOI QUALITY No. of respondents Percentage of Quality of information provided by TOI Mean = 80 Cannot Excellent Good Fair Poor say 121 205 40 6 28 30 Mode 51 10 2 = Good (205) 7
Excellent 30%
Fair 10%
Good 51%
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 (C) Neutral (B) Fairly important (D) Not so important
TABLE NO. 3.5 Showing how much extra cost will important for respondents Very Fairly Not so Not at all Important important Neutral Important important Scale 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 = 80 Mean Mode = Neutral (114) GRAPH NO. 3.5 Showings-
Importance of paying Extra cost of "TOI" over being Subscribed Not at newspaper
V. Imp. 23%
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.6 6) (a) If somebody provide you The Times of India at free of cost, than are you going to read it? why________________________________________ TABLE NO. 3.6.1 Showing effect of providing TOI free of cost
National Free Improveand Not of ment in Inform- Good Good International InterCost Language ation Content Reputation News Ested
57
7.28
13.1
6.79
2.42
1.45
12.13
Mean
Approx 60
Mode
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 dont want to subscribe it, maybe they dont 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 117 117 67 78 21 reading TOI 80 117 Mean Mode
120 100 80 60 40 20 0
117
117
78 67
21
Often Often
Hardly ever
Hardly ever
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
117 80
164
84 Mode
28 = Much (164)
200 164 150 100 50 0 Very much Much Neutral Category scale Not Much Not at all 117 84 28 7
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 Time Gujarati Constraints Time Not Read News Any Consumption Easily Other Paper Newspaper For TOI Available Newspaper At
Category Scale
Home No.of respondent IN % Mean 134 31 110 28 85 45 29 106 11 6 24 Mode Time constrains (134)
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 peoples mother tongue is Gujarati and th eir 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. ___________________________________________________
TABLE NO. 3.9 Showing dislike in TOI by students More Advertise Ments 56 14
Other
Nothing(228)
Nothing 58%
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 TOI Strongly Scale Agree No. of respondents have problem with understanding language 63 In % 16 Mean 80
Agree
161 40
72 18 Mode
77 27 19 7 Agree(161)
S. Agree 16%
Agree 40%
APPROX 56% respondents are agree with problem of understanding language of TOI so it shows that respondents 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 Scale Agree Agree Uncertain Coverage of 59 86 155 news 15 21 39 In % 80 Mean Mode GRAPH NO. 3.11 Showing local news cover by TOI
Disagree
Strongly disagree
84 15 21 4 Uncertain(155)
4%
Disagree 21%
S. Agree 15%
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 169 99 32 21 add value in their life 79 80 Mean Mode Agree(169) GRAPH 3.12 Showing -
No.of People who think TOI going to add value in their life
32 21
Strongly Agree 79
Uncertain 99
Agree 169
248 respondents agree with TOI going to add value in their life if they read TOI. So it shows TOIs 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 Scale Effectiveness information Mean
]
Strongly Agree of 93 80
Agree(127)
Effectiveness of information
127 105
49 26
Agree
Uncertain
Disagree
Strongly disagree
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 82 120 110 51 37 TOI 20 30 28 13 9 In % 80 Mean Mode Agree(120)
Agree 30%
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.
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)
15
16
13
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 4) The Hindu 2) Gujarat Samachar 5) Business Standard 3) The Indian Express 6) Ahmadabad Mirror
TABLE NO.3.16 Showing different newspaper read by students A News Divya The Business Guj. paper Sandesh Bhaskar I.E. Hindu Standard M S. ET DNA No. of newspaper read by students 54 143 13 6 16 49 90 3 4 In % 14 38 3 2 4 13 24 1 1 Mean 45 Divya Bhaskar(143) Mode GRAPH NO. 3.16 Showing-
Guj. S 24%
13% 4% 3%
2%
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 No. of students Good 176 Neutral 78 Bad 9
Mean
Approx 90
Mode
Good (176)
176
78 9
Good
Neutral no of students
Bad
Approx 70% students having good attitude towards TOI. It means they like to read TOI may be in their college library, friends 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 (C) Neutral (B) Fairly important (D) Not so important (E) Not at all important
TABLE NO. 3.18 Showing Effect Of Paying Extra Cost TOI category scale no. of very fairly not so not at all important important neutral important important 64 59 72 55 12
respondent In % Mean
24
23 52
27 Mode
21
GRAPH NO. 3.18 Showing No. Of Students Who Affected With Paying Extra Cost
neutral 27%
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. 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 newspapersMention name Prefer to read Gujarati newspapers at your home TABLE NO. 3.19 Showing problems of students. Time Time Not Read CATEGORY constraints consumption easily other SCALE any for TOI available newspaper Prefer Guajarati news
percentage of respondent
Required to read other newspaper 7% Not easily availeble 11% Prefer gujarati news paper at home 25%
Students are studying with job so they do not have that much of time to read English newspapers. Todays 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)
Agree 41%
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 uncertain disagree Strongly agree disagree Numbers of respondents Percentage of people think TOI is going to add value in their life 54 20.53% 127 48.28 % 54 20.53% 20 7.6% 8 3.04%
Mean
52
Mode
Agree (127)
percentage of people think that times of india is going to add value in there life
Strongly Disagree 3%
Disagree 8%
Agree 48%
Uncertiain 21%
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 Strongly Strongly agree uncertain disagree Category scale agree disagree Numbers of respondents Percentage of people think that TV. Radio 62 23.57 86 32.69 65 24.71 29 11.02 21 7.98
Mean
52
Mode
Agree(86)
Percentage of people think that T.V RADIO or Internet give more knowledge than TOI
Disagree 11% strongly disagree 8%
Uncertain 25%
Agree 33%
Todays generation are very fast they are getting information from TV and
radio and Internet they dont 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
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 readers 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.
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 give1. Promotional schemes to organization, classes or schools so new
generation become habitual to TOI Only.
To penetrate into the market for various reasons (based on finding and
inferences.)
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. make some arrangement in TOI website.
5. Start SMS alert on mobile of short news. For register mobile number 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.
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
A) Which news paper are you reading? 1) Sandesh 4) The Hindu 2) Gujarat Samachar 5) Business Standard 3) The Indian Express 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? (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 important for you (A) Very important (B) Fairly important (C) Neutral than extra cost of The Times of India will be
(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) 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 H) Anything you dislike in The Times of India. _________________________________________________________ Rate The Times of India (TOI) on these 5 scales. s. Questions Strongly Agree Uncertain Disagree no agree 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? _____________ 20-40 40-60 60-80 How much % of that 0-20% 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__________ Strongly disagree
80-100
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, (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.no Name of site Article Name Date of the site visited
www.wikipedia.com
Times of India, the Hindu, the 25 may 2009 Hindustan, Newspaper industry. Brief history industry. of newspaper 30 may 2009
www.newspaperin dustry.com
www.pbs.org
What you should know about 30 may 2009 newspaper industry? Case study of the Hindustan Vs 30 may 2009 The Times of India. What is going on newspaper industry? About company. Archives of newspaper industry. in the 17 June 2009
www.icmindia.com
www.mpdailyfix.com
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