A project report on

TO STUDY THE AWARENESS & PERCEPTION OF

DIFFERENT BRANDS OF NEWSPAPERS AMONG MBA
STUDENTS

Submitted by:
AMYA

FB13064

KHUSHBOO PAHWA FB13083

SHANTANU DAS

FB13110

SHIVANGI AGARWAL FB13114

TANIYA TANDON

FB13118

ACKNOWLEDGEMENT
We feel very indebted and express our gratitude to Ms.Yukti Ahuja for her
valuable research project. Through which we were able to understand the
concept of research and its application.
The project broadened our understanding on research and helped us to
understand how the research is carried out.
During the project was highly Ms.Yukti Ahuja supportive and gave her valuable
guidance from time to time her constant guidance helped us to complete the
project easily and on time.

INDEX

INDEX:

S.NO

TITLE

PAGE NO.

1.

EXECUTIVE SUMMARY

2.

LITERATURE REVIEW

5-8

3.

RESEARCH METHODOLOGY

9-11

4.

DATA ANALYSIS AND DISCUSSION

5.

FINDINGS OF THE STUDY

52

6.

SUGGESTIONS AND RECOMMENDATIONS

53

7.

LIMITATIONS

54

8.

CONCLUSION

55

9.

BIBLIOGRAPHY

56

10.

ANNEXURE

12-51

57-58

EXECUTIVE SUMMARY

India is one of the few countries in the world to have many business newspapers,
which not only reflects the vitality and vibrancy of the media, but also the new
vitality of our economy. The large readership for these business newspapers
transcends from the rapidly growing corporate sector, it also illustrates the
growing interest that the general public now evinces in economic matters which
reflect the growing importance of business and economy in our national
discourse.
There was a huge growth in the sales of the business newspapers for the past
few years. According to the recent study by Federation of Indian Chambers of
Commerce and Industry (FICCI), this growth would outperform the general
economy

each

year

till

2013.

The Indian print media industry netted $90.80 million in foreign investment in the
last three years, few papers like Business standard have tied up with Financial
Times of London. Business newspapers have the ability to carry the message in
greater detail and clarity, more in-depth information and analysis, which helps
companies

and

their

business.

Business newspapers are re-inventing themselves to protect their turf in a

fiercely competitive multi-media environment. They are using different strategies
to attract the customers of different sectors. Business newspapers focused
mainly on business news, insightful views on significant issues and
comprehensive

coverage

of

the

stock

market.

They have managed to hold the attention and fidelity of more than 9, 00,000
readers (both individual and corporate across the nation). All the business
newspapers in India (Economic Times, Business Standard, Financial Times,
Business Line, Mint and Financial Chronicle) are working strategically to increase
their

sales.

REVIEW OF LITERATURE
http://psychology.about.com/
Perception is our sensory experience of the world around us and involves both the
recognition of environmental stimuli and actions in response to these stimuli. Through
the perceptual process, we gain information about properties and elements of the
environment that are critical to our survival. Perception not only creates our experience
of the world around us; it allows us to act within our environment.
Perception includes the five senses; touch, sight, taste smell and taste. It also includes
what is known as proprioception, a set of senses involving the ability to detect changes
in body positions and movements. It also involves the cognitive processes required to
process information, such as recognizing the face of a friend or detecting a familiar
scent.
http://www.ask.com/question
Customer Perception is defined as the way that customers usually view or feel about
certain services and products. It can also be related to customer satisfaction which is
the expectation of the customer towards the products.
Knowing what your customer wants from your product can be a huge mystery,
particularly if your product serves people from all occupations and walks of life. It costs
five times as much to entice a new customer to walk into your product than to keep an
existing one, according to the All Business website. Retaining existing customers is
particularly vital to a business during hard economic times. Measuring what your
customers expect from your business is key to being able to serve them satisfactorily.
http://www.hindustantimes.com/india-news/delhi-ncr-has-voted-decisively-ht-isno-1/article1-1177783

Delhi, NCR has voted decisively. HT is No. 1

HT Correspondent, Hindustan Times New Delhi, January 29, 2014
First Published: 07:36 IST(29/1/2014) | Last Updated: 07:43 IST(29/1/2014)

Based on the Article, HT has retained its No. 1 position in the city for the 13th
consecutive time, as per the latest round of the Indian Readership Survey (IRS). These
findings were released by the Media Research Users Council and Research Studies
Council of India. HTs readership in Delhi is 16.39 lakh, while its nearest competitor,
The Times of India, is at 13.94 lakh. HT is ahead of TOI in the National Capital Region
as well. HTs Delhi-NCR combined readership stands at 22.65 lakh, while TOI is at
16.51 lakh. Among the more educated and affluent households (NCCS A, or New
Consumer Classification System A), HT has a lead of nearly six lakh readers over TOI.
With a sample size of over 2.35 lakh, the new Readership Survey - conducted now by
global Market Research agency AC Nielsen - is one of the most robust readership
studies in the world. For the first time, the entire interview was conducted on doublescreen CAPI (Computer Aided Personal Interview) to ensure top-quality and secure
data collection with the effective use of technology.
While these numbers reflect HTs continuous growth trajectory, they also bear testimony
to the love and faith readers have reposed in the newspaper. This growth, we believe, is
a result of our relentless focus on the most important stakeholder you, the reader. Our
campaigns, each one of them, have put the lens on issues that matter to you and our
great city. Through our HT For Delhi, HT For Gurgaon and HT For Noida & Ghaziabad,
or You Read They Learn initiatives, we have raises issues that matter to you, tried to
solve them with your help, and worked towards making our city and our world better.
Weve succeeded in many ways, but we know there are still miles to go.
In Mumbai, HT has continued to take giant strides. Less than nine years after launching
in the city, it enjoys a healthy readership of 13.62 Lakh, over 60% of the Times of India,
and more than six times bigger than DNA, its one-time rival.
Whats more, as many as seven lakh readers in Mumbai have opted to read HT as their
only English newspaper.
Hindustan, HT Media Groups Hindi daily, has moved a step ahead to become Indias
No. 2 daily, with a readership of 1.42 crore. In UP, Hindustan has unseated Amar Ujala
to become the No. 2 paper with 72 lakh readers, while consolidating its No. 1 position in
Bihar and Jharkhand and No. 2 in Delhi. It has also become No. 1 in Uttaranchal.

Mint, the Groups financial daily, has consolidated its No. 2 position with a readership of
3.1 lakh.

http://www.livemint.com/Consumer/1TJupMoLalPHBEEQqrRFrI/Top-newspaperssee-flat-growth.html

Top newspapers see flat growth

Dainik Jagran continues to lead the pack; ranking of business dailies remains the same
Aminah Sheikh
First Published: Tue, Jan 29 2013. 08 59 PM IST
Updated: Wed, Jan 30 2013. 12 19 AM IST

Mumbai: Hindi daily Dainik Jagran continued to lead the pack in the Indian Readership
Survey (IRS) for the third quarter that was released on Tuesday by Media Research
Users Council (MRUC). The top publications saw almost flat growth.
Hindustan, published by Hindustan Media Ventures Ltd (HMVL), witnessed a rise in AIR
to 12,242,000 from 12,205,000. HMVL is a subsidiary of HT Media Ltd, which publishes
Mint and Hindustan Times.
The Times of India tops the list followed by Hindustan Times, The Hindu, The Telegraph
and Deccan Chronicle. The readership of the top three English dailies increased. The
Times of Indias AIR grew from 7,643,000 to 7,653,000, while Hindustan Timess AIR
grew from 3,767,000 to 3,786,000.
Its been overall a good IRS for us, and our publications have all shown readership
growth in almost all our markets, even though not by the quantum that we believe we
should have, said Rajiv Verma, CEO of HT Media Ltd. Hindustan has consolidated its

position as the second-largest paper in the country, as has Hindustan Times as No. 1
and 2 in Delhi and Mumbai, respectively.
The ranking of the business dailies remained the sameThe Economic Times followed
by Mint and Business Standard. Readership of the leading two financial dailies dropped
while that of Business Standard remained the same. The Economic Timess AIR
dropped to 753,000 from 789,000, Mint dropped to 226,000 from 235,000, while
Business Standard maintained its readership at 153,000.

RESEARCH OBJECTIVE

MANAGEMENT DECISION PROBLEM (MDP)

To study the awareness & perception of different newspaper brands among MBA
students
RESEARCH PROBLEM

What category of news is preferred among students?

What are the preferred sources of news?

Do customers prefer alternative brands?

What are the reasons for choosing alternative brand?

What are the factors influencing the buying behavior of newspaper?

What is the satisfaction level of customers reading their preferred brand?

RESEARCH OBJECTIVES

To find out the preferred sources of news.

To determine the preferred category of news.

To find out the reasons for choosing alternative products, if any.

To find the factor influencing the buying behavior of newspaper.

To study the present satisfaction level of customers reading their preferred

brands.

RESEARCH DESIGN
Research Design Type
The type of this research design is exploratory. The main purpose of such studies is to
find out the perception of the students towards newspaper. The major emphasis in such
studies is on the discovery of ideas and insights. As such the result design appropriate
for such studies must be flexible enough to provide opportunities for considering
different aspect of such problem.
Our

research is to study the awareness and perception of different brands of

newspaper among MBA students.

Research Instrument Used:

The research instrument used for this project is questionnaire. The questionnaire is
designed such that it covers all the objective of research work.The language of the
questionnaire is kept simple and easily undestandable.The question are to the point and
convey the exact information required for the research .Also the number of questions is
enough to solve the purpose of research and not annoy the respondent.
Through the questionnaire, we have tried to know about how much are the students
interested in reading newspapers; which newspaper they preferred to read; which
category of news they like the most and how do they rate various parameters with
respect to newspapers they read.
It brings out the varius other things that students wish to see in the newspaper they
read .
The sample size is selected as 80 and the responses are analyzed and conclusions are
derived from it.

DATA COLLECTION SOURCES-

In order to conduct this research project , we collected data from the following primary
and secondary resources.

PRIMARY DATA SOURCES:

Through the questionnaire ,interaction with people and through our own observations
we developed the various aspects of research and asked people to put in their thoughts.

SECONDARY DATA SOURCES:

Secondary data sources include the similar research works already conducted with
similar objectives, which we obtained through Web.

AGE OF RESPONDENT
Age of respondent
Valid
N
Missing
Mode

80
0
2.00
Age of respondent
Frequenc Percent
Valid
y

Valid

15 to 20
20 to 25
25 to 30
30 and
above
Total

Cumulative

3
72
4

3.8
90.0
5.0

Percent
3.8
90.0
5.0

1.3

1.3

80

100.0

100.0

Percent
3.8
93.8
98.8
100.0

Analysis:
Out of the total sample of 80 students,72 students fall in the age group of 20-25, which
represents 90% of the total sample, followed by 3 students which are in the age category of 1520 and represents 3.8% , followed by 4 students in the age category of 25-30 which represents
5% , followed by 1student in the age group of 30 and above which represents 1.3% of the total
sample size.

GENDER OF THE RESPONDENT

Gender of the respondents
Valid
80
N
Missing
0
Gender of the respondents
Frequenc Percent
Valid
y
Valid

Male
Female
Total

46
34
80

57.5
42.5
100.0

Percent
57.5
42.5
100.0

Cumulative
Percent
57.5
100.0

Analysis:

Out of the total sample of 80 students, 46 students are male which represents 57.5% of the total
sample, followed by 34 students are female which represents 42.5% of the total sample size.

AREA OF RESIDENCE
Area of residence
Valid
N
Missing
Mode

80
0
1.00
Area of residence
Frequenc Percent
y

Valid

delhi/ncr
non
delhi/ncr
Total

Valid

50

62.5

Percent
62.5

30

37.5

37.5

80

100.0

100.0

Cumulative
Percent
62.5
100.0

Analysis:
Out of the total sample of 80 students , 50 students live in delhi/ncr which represents 62.5% of
the total sample , followed by 30 students who lives outside Delhi represents 37.5% of the total
sample size.

SPECIALIZATION
Specialization
Valid
N
Missing
Mode

80
0
2.00
Specialization
Frequenc Percent
y

Valid

marketing
finance
human resource
international
business
Total

Valid

28
30
9

35.0
37.5
11.3

Percent
35.0
37.5
11.3

13

16.3

16.3

80

100.0

100.0

Cumulative
Percent
35.0
72.5
83.8
100.0

Analysis:
Out of the total sample of 80 students, 30 students are from the stream of Finance which
represents 37.5% of the total sample, followed by 28 students from the stream of Marketing
which represents 35% of the total sample , followed by 13 students from International Business
which represents 16.3% of the total sample , followed by 9 students from Human Resource
which represents 11.3% of the total sample size.

PREFERRED MODE-NEWSPAPER

Preferred mode-Newspaper
Valid
N
Missing
Mean
Median
Mode

80
0
3.9500
4.0000
5.00
Preferred mode-Newspaper
Frequency
Percent
Valid Percent

Cumulative
Percent

Valid

least preferred
Preferred
Neutral
highly preferred
most preferred
Total

2
9
11
27
31
80

2.5
11.3
13.8
33.8
38.8
100.0

2.5
11.3
13.8
33.8
38.8
100.0

2.5
13.8
27.5
61.3
100.0

Analysis:
Out of the total sample size of 80, newspaper is MOST PREFERRED by 31 students which
represents 38.75% of the total sample, followed by 27 students which represents 33.75% of the
total sample who HIGHLY PREFER reading newspaper and then followed by 11 students which
represents 13.75% of the sample who are NEUTRAL in mode of news access. Followed by 9
students representing 11.25% of the sample who PREFER reading newspaper. And finally 2
students representing 2.5% who LEAST PREFER newspaper as an access of daily news.
A MODE of 5 represents that newspaper as a medium of accessing daily news, was MOST
PREFERRED by maximum students.

PREFERRED MODE-INTERNET

Statistics
preferred mode-Internet
Valid
N
Missing
Mean
Median
Mode

80
0
4.0000
4.0000
5.00
Preferred mode-Internet
Frequency
Percent
Valid Percent

Cumulative
Percent

Valid

least preferred
preferred
neutral
highly preferred
most preferred
Total

2
7
11
29
31
80

2.5
8.8
13.8
36.3
38.8
100.0

2.5
8.8
13.8
36.3
38.8
100.0

2.5
11.3
25.0
61.3
100.0

Analysis:
Out of the total sample size of 80, internet is MOST PREFERRED by 31 students which
represents 38.75% of the total sample, followed by 29 students which represents 36.25% of the
total sample who HIGHLY PREFER accessing news through internet and then followed by 11
students which represents 13.75% of the sample who are NEUTRAL in mode of news access
through internet. Followed by 7 students representing 8.75% of the sample who PREFER
internet as a medium of news access. And finally 2 students representing 2.5% who LEAST
PREFER internet as an access of daily news.
A MODE of 5 represents that internet as a medium of accessing daily news, was MOST
PREFERRED by maximum students.

PREFERRED MODE-TELEVISION

Preferred mode-Television
Valid
80
N
Missing
0
Mean
3.5750
Median

4.0000

Mode

4.00
Preferred mode-Television
Frequency
Percent
Valid Percent

Cumulative
Percent

Valid

least preferred
preferred
neutral
highly preferred
most preferred
Total

3
5
27
33
12
80

3.8
6.3
33.8
41.3
15.0
100.0

3.8
6.3
33.8
41.3
15.0
100.0

3.8
10.0
43.8
85.0
100.0

Analysis:
Out of the total sample size of 80, television is HIGHLY PREFERRED by 33 students which
represents 41.25% of the total sample, followed by 27 students which represents 33.75% of the
total sample who are NEUTRAL in accessing news through television and then followed by 12
students which represents 15% of the sample who MOST PREFER in mode of news access
through television. Followed by 5 students representing 6.25% of the sample who PREFER
television as a medium of news access. And finally 3 students representing 3.75% who LEAST
PREFER television as an access of daily news.
A MODE of 4 represents that television as a medium of accessing daily news, was HIGHLY
PREFERRED by maximum students.

PREFERRED MODE-RADIO
preferred mode-Radio
Valid
N
Missing
Mean

80
0
2.0500

Median

2.0000

Mode

1.00
Preferred mode-Radio
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

least preferred
preferred
Neutral
highly preferred
most preferred
Total

34
21
15
7
3
80

42.5
26.3
18.8
8.8
3.8
100.0

42.5
26.3
18.8
8.8
3.8
100.0

42.5
68.8
87.5
96.3
100.0

Analysis:
Out of the total sample size of 80, RADIO is LEAST PREFERRED by 34 students which
represents 42.50% of the total sample, followed by 21 students which represents 26.25% of the
total sample who PREFER accessing news through radio and then followed by 11 students
which represents 18.75% of the sample who are NEUTRAL in mode of news access through
radio. Followed by 7 students representing 8.75% of the sample who HIGHLY PREFER radio as
a medium of news access. And finally 2 students representing 3.75% who MOST PREFER radio
as an access of daily news.
A MODE of 1 represents that radio as a medium of accessing daily news, was LEAST
PREFERRED by maximum students.

PREFERRED MODE-iphone/Android

preferred mode-iphone/Android
Valid
N
Missing
Mean
Median
Mode

80
0
3.2375
3.0000
4.00

Preferred mode-iphone/Android
Frequency
Percent
Valid Percent

Cumulative
Percent

Valid

least preferred

10

12.5

12.5

12.5

preferred
neutral
highly preferred
most preferred
Total

12
19
27
12
80

15.0
23.8
33.8
15.0
100.0

15.0
23.8
33.8
15.0
100.0

27.5
51.3
85.0
100.0

Analysis:
Out of the total
sample size of 80,
RADIO is HIGHLY
PREFERRED by 27
students which
represents 33.75%
of the total sample,
followed by 19
students which
represents 23.75%
of the total sample
who NEUTRAL
accessing news
through radio and
then followed by 12
students which
represents 15% of the sample who are PREFERRED in mode of news access through radio.
Followed by 12 students representing 15% of the sample who MOST PREFER radio as a
medium of news access. And finally 10 students representing 12.50% who LEAST PREFER
radio as an access of daily news.
A MODE of 4 represents that radio as a medium of accessing daily news, was LEAST
PREFERRED by maximum students.

PREFERRED CATEGORY OF NEWS

Preferred category of news

Valid
N
Missing

80
0
Preferred category of news

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

politics
business
sports
international news
editorial
entertainment
Total

12
29
9
10

15.0
36.3
11.3
12.5

15.0
36.3
11.3
12.5

15.0
51.3
62.5
75.0

7.5

7.5

82.5

14
80

17.5
100.0

17.5
100.0

100.0

Analysis:

Out of the total sample of 80 students , it was found that 29 students representing 36% of
sample preferred BUSINESS NEWSPAPER over others and14 students representing 17.5
% preferred ENTERTAINMENT then followed by 12 students representing 15 % of
sample who preferred POLITICS, followed by 10 students representing 12.5% who
preferred INTERNATIONAL NEWS ,9 students representing 11.3% preferred SPORTS
and 6 students representing 7.5% students preferred EDITORIAL category of news.

PREFERRED NEWSPAPER BRAND

Preferred Newspaper Brand

Frequenc Percent
Valid
y
mint
business
Valid

standard
economic times
Hindustan times
times of India
any other
Total

Cumulative

7.5

Percent
7.5

Percent
7.5

10.0

10.0

17.5

38
8
19
1
80

47.5
10.0
23.8
1.3
100.0

47.5
10.0
23.8
1.3
100.0

65.0
75.0
98.8
100.0

ANALYSIS:
Out of the total sample of 80 students , most preferred Brand amongst MBA students is
ECONOMIC TIMES with 47.5% of preference represented by 38 students ,second
preference is TOI with 23.8% represented by 19 students, next preference being
Hindustan Times as well as business standard representing 10 % each of sample and
lastly represented by 7.5% of sample..

FACTORS AFFECTING PURCHASE - QUALITY

Factors affecting purchase - Quality
Frequenc Percent
Valid
Cumulative
y
Valid

yes
no
Total

25
55
80

31.3
68.8
100.0

Percent
31.3
68.8
100.0

Percent
31.3
100.0

ANALYSIS:
As per the analysis, only 31.25% respondents purchase decisions are affected by
Quality of the product, whereas for 68.75% respondents, Quality of the newspaper does
not affect their purchase decision.

FACTORS AFFECTING PURCHASE PRICE

Factors affecting purchase - Price
Frequenc Percent
Valid
Cumulative
y
Valid

yes
no
Total

4
76
80

5.0
95.0
100.0

Percent
5.0
95.0
100.0

Percent
5.0
100.0

ANALYSIS:
As per the analysis, price of the newspaper is not important. Only 5% respondents
purchase decisions are affected by Price of the product, whereas for 95% respondents,
Price of the newspaper do not affect their purchase decision.

FACTORS AFFECTING PURCHASE - BRAND

Factors affecting purchase - Brand
Frequenc Percent
Valid
Cumulative
y
Valid

yes
no
Total

20
60
80

25.0
75.0
100.0

Percent
25.0
75.0
100.0

Percent
25.0
100.0

ANAYLYSIS:
As per the analysis, brand of the newspaper is not important. Only 25% respondents
purchase decisions are affected by Brand of the product, whereas for 75% respondents,
Brand of the newspaper do not affect their purchase decision.

FACTORS AFFECTING PURCHASE INFORMATION AVAILABLE

Factors affecting purchase - Information Available
Frequenc Percent
Valid
Cumulative
y
Valid

yes
no
Total

59
21
80

73.8
26.3
100.0

Percent
73.8
26.3
100.0

Percent
73.8
100.0

ANAYLYSIS:
As per the analysis, Information available in the newspaper plays an important role.
73.75% respondents purchase decisions are affected by the Information Available in
the newspaper, whereas only for 26.25% respondents, Information available in the
newspaper do not affect their purchase decision.

FACTORS AFFECTING PURCHASE - AVAILABILITY

Factors affecting purchase - Availability
Frequenc Percent
Valid
Cumulative
y
Valid

Yes
No
Total

6
74
80

7.5
92.5
100.0

Percent
7.5
92.5
100.0

Percent
7.5
100.0

ANAYLYSIS:
As per the analysis, availability of the newspaper is not important. Only 7.50%
respondents purchase decisions are affected by the availability of the product, whereas
for 92.50% respondents, availability of the newspaper does not affect their purchase
decision.

SATISFACTION LEVEL OF PRESENT BRAND

Satisfaction level of present Brand
Frequenc Percent
Valid
y

Valid

highly satisfied
Satisfied
Neutral
dissatisfied
highly
dissatisfied
Total

Cumulative

26
47
5
1

32.5
58.8
6.3
1.3

Percent
32.5
58.8
6.3
1.3

1.3

1.3

80

100.0

100.0

Percent
32.5
91.3
97.5
98.8
100.0

ANALYSIS:
As far as the satisfaction level in terms of PRESENT BRAND of selected sample is
concerned it is found that 47 students representing 58.75% are SATISFIED with their
present brand.

ALTERNATE PRODUCT

Alternative product
Frequenc Percent
Valid
y
Valid

yes
no
Total

35
45
80

43.8
56.3
100.0

Percent
43.8
56.3
100.0

Cumulative
Percent
43.8
100.0

ANALYSIS:
Out of sample size of 80 students 35 students go for alternative product which represents 43.75
% of total sample size. Where as 45 students donot prefer going for alternative product which
represents 56.25% of total sample size

REASONS FOR ALTERNATIVE PRODUCT

Reason for alternative product

Frequenc Percent
Valid
y

Valid

same price
same quality
same availability
same content
No
recommendation
Any other
Total

Cumulative

3
11
9
15

3.8
13.8
11.3
18.8

Percent
3.8
13.8
11.3
18.8

Percent
3.8
17.5
28.8
47.5

41

51.3

51.3

98.8

1
80

1.3
100.0

1.3
100.0

100.0

ANALYSIS:
Out of sample size
of 80 students 41
students opt NO

RECOMMENDATION as the reason because they donot opt for alternative product which
represents 51.25% of total sample size. Followed by 15 students who opt for SAME CONTENT
as the reason for alternative product which represents 18.75% of total sample size. Followed by
11 students who opt SAME QUALITY as the reason for alternative product which represents

13.75% of total sample size .Followed by 9 students who opt for SAME AVAILABILITY as the
reason for alternative product which represents 11.25% of total sample size. Followed by 3
students who opt for SAME PRICE as the reason for the reason for alternative product which
represents 3.8% of total sample size . Followed by 1 student ANY OTHER as the reason for
alternative product which represents 1.25% of the total sample size.

RECOMMENDATION TO OTHERS
Recommendation to others
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

yes

72

90.0

90.0

90.0

no
Total

8
80

10.0
100.0

10.0
100.0

100.0

ANALYSIS:
Out of sample size of 80 students 72 students would recommend their present preferred brand to
others others which represents 90.00% of total sample size. Where as 8 students would not
recommend to others which represents 10.00% of total sample size.

FINDINGS

Most preferred category of news among MBA students is business which is

preferred by 29 students representing 36.3% of the sample.

News Paper and Internet were the most preferred sources of news followed by
television.

45 students represented by 56.3% of the sample do not prefer alternative

brands, whereas 35 students representing 43.7% of the sample prefer
alternative brands.

Reason for choosing alternative product was same content represented by

18.8% of the sample, whereas the second reason for choosing alternative
product was same quality represented by 13.8% of the population.

Based on the analysis, the most important factor which influences the buying
behavior of consumers for buying a newspaper is the Information Available in
the product. For 73.75% respondents, information available is an informant
factor.

47 students represented by 58.8% of sample are satisfied with their present

brand.

SUGGESTIONS AND RECOMMENDATIONS:

More Brand Awareness: The newspaper Brands, specially the most preferred
brand Economic Times, should focus on improving their marketing strategy to
create more brand awareness. There should be more emphasis on advertising
and promotional programs like business quizzes, B-School promotions etc, at
management institutes.

Writing Style: Business news by its nature in very dry & serious most of the
times. So the newspaper companies might try modifying their writing style to
attract more readers from the younger age group.

Customer Retention: The company should focus on retention of customers

because getting a new customer is more costly. Feedback from the customers
should be taken on ongoing basis from existing customers & the changes
suggested should be incorporated.

Some of the business newspaper brands are charging high on Saturdays &
Sundays. They should re-strategies & come-up with a little cheaper product.

Customer

Care

Service:

These

companies can

start customer care

departments to deal with the service issues faced by readers.

Tie-ups with B-Schools: Newspaper companies can tie-up with B-Schools for
increasing their availability.

Promotional Offers & Schemes: The business newspaper brands can go for
some attractive schemes & offers like 3 or 6 months subscription schemes,
cheaper combos etc.

LIMITATIONS

 Marketing research is not a substitute of Decision making process. It

only provides Suggestions/Solutions for Marketing problem .It
actually works as a tool for a decision making problems. It guides
marketing manager in taking balanced , Result Oriented and Rational
Decision .
The suggestions offered by the marketing researcher are usually
possible/Probable but not the exact solutions . Marketing research
does not provide readymade solutions to the Problems, it only
provides Indicators.
Marketing research problems are not always

Dependable:-

There Are many who are Sceptics of Marketing

Research.

MR is not a Science :- Since MR plates to consumers , it

cannot be accepted as an exact Science. Both Quantifiable and NonQuantifiable factors have to be assessd with the help of various
methods . The technical part of the marketing research comes into
operation particularly while collecting , analysing and interpreting
facts and figures.
Time lag in presentation and Implementation:There are other constraints as well that makes for Qualified utility of
marketing research in decision making. For example: there is a
limitation of time . Collection of data their checking their accuracy ,
Analysis and Presentation often involves considerable Time. The
Formulation of policies and their Implementation as also their
subsequent evaluation which are necessary followup , also takes
Time.

Marketing Research cant Study All Marketing

Problems:- MR is rather vary wide in scope . However it cant
study all marketing Problems particularly where is difficult to collect
relevant data. Similarly research study is not possible where value
judgements are involve. Thus all Marketing problems are not
researchable and all research problems are not answerable.

CONCLUSION
Through this research project we conclude that the people like to read newspapers in
order to keep them updated with the latest happenings across the world and hence they
put more emphasis over the content of the newspapers .Another determining factors
that influences buying behavior of people towards various newspapers in Quality.

As far as the reading behavior of people towards these newspaper is concerned,

majority of people preferred to read business newspapers over general newspapers.

People more prefer to read more recent happenings on Business and political issues
rather then Sports and Movies& entertainment news items. People would like to know
knowledge based news articles and more on business based news.

BIBLIOGRAPHY

www.google.com

http://psychology.about.com
http://www.ask.com/question
http://www.hindustantimes.com/india-news/delhi-ncr-has-voted-decisively-ht-isno-1/article1-1177783

www.studymode.com

ANNEXURE
Questionnaire for Survey on Customers Preference of Newspaper Brand
Personal Information
1. Age:a. [15-20]

b. [20-25]

c. [25-30]

d. [30 & above]

2. Gender:a. Male

b. Female

3. Residence: a. Delhi/NCR b. Non-Delhi/NCR

4. Specialization :
a. Marketing

b. Finance

e. Retail Management

c. HR

d. International Business

f. Any Other ____________________

5.Rate the following sources of news?

1 Least Preferred, 2 Preferred, 3 Neutral, 4 Highly Preferred, 5 Most Preferred
a.

Newspaper

b.

Internet

c.

Television

d.

Radio

e.

iPhone/Android App.

6.Which category of newspaper you preferred the most?

a.
b.
c.
d.
e.
f.

Politics
Business
Sports
International news
Editorial
Entertainment

7.Which product comes to your mind when you think about newspaper?
Mint

Business Standards

The Economic Times

Hindustan Times

Times of India

Any Other _____________________________

8.What factors you look while purchasing a newspaper?

a. Quality
b. Price
c. Brand
d. Information available
e. Availability

9.How much are you satisfied with your preferred brand of Newspaper?
a)
b)
c)
d)
e)

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

10.Do you opt for Alternative product?

Yes

No

11.Reasons for the alternative product.

Same price

same quality

same availability

same content

No alternative product

12.Do you recommend your friend to buy your preferred brand?

a. Yes

b. No

If no please mention why?