counsumer behaviour

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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 thecompletion 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


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CONTENTS

Description Page No.

Acknowledgement i.

Contents

List of tables ii.

List of figures iii.

List of Abbreviation iii.

Abstract iv.

1.Introduction

i.Projectii.Industry

iii.Company

01

05

08

17

2. Methodology 27

3. Analysis & Interpretation 30

4. Findings & inferences 54

5. Recommendations 57

6. Conclusion

Appendices

Bibliography


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List Of Tables:

LIST OF TABLES

S.no Table Title Page No.

1. TABLE 1.2.1 Worlds 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 inbrief 19

5. TABLE 1.4.2 Pricing of newspaper for a week 27

6. TABLE 1.4.3 Competitors of TOI details throughout India 29

7. TABLE 3.1 showing category of respondents 34

8. TABLE 3.2 showing different newspapers 35

9. TABLE 3.3 showing different attitude 36

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

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

respondents

38

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

13. TABLE 3.6.2 Frequency of reading TOI at free of cost 4014. TABLE 3.7 showing reliability of information 41

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

16. TABLE 3.9 showing dislike in TOI by students 43

17.TABLE.3.10 showing respondents who having problem with

language of TOI

44

18. TABLE. 3.11showing coverage of local news 45

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

value

46

20. TABLE 3.13 showing information provided effectively to you 47

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

48

22. TABLE 3.15 Showing qualification of students 49

23. TABLE 3.16 showing different newspaper read by students 50

24. TABLE 3.17 showing attitude towards TOI 51

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

26. TABLE 3.19 showing problems of students 53


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28.TABLE 3.20 showing problem with understanding language of

TOI.

54

29.TABLE.3.21 Showing No Of Respondents Think TOI Is

Going To Add Value To Their Life.

55

30. TABLE.3.22 Showing Who Is Giving More Knowledge ThanTOI

56

List .Of Figures:LIST OF FIGURE

S.no Figure Title Page No.

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

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

3. FIGURE NO 1.3.3 The Mantra Of Company. 17

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

5. FIGURE NO 1.4.2 Showing branches of TOI. 23

6.FIGURE NO 1.4.3 Showing Other Departments Of The Time

Of India.

25

7.FIGURE NO 1.4.4 Showing various functions of RMD

department.

26

8. FIGURE NO 1.4.5 MARKET SHARE OF TOI. 28

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

category.

34

10.GRAPH NO 3.2 Showing No. of readers of differentnewspapers.

35

11.GRAPH NO 3.3 Showing attitude of respondents towards

TOI.

36

12.GRAPH NO 3.4 Showing % of quality of information ofTOI.

37

13.GRAPH NO 3.5 Showings percentage of importance of paying

extra cost forTOI.

38

14.

GRAPH NO 3.6.1 Showing Effect of provide TOI at free of

cost.

39

15.GRAPH NO 3.6.2 Showing frequency of reading newspaperat.

40

16.GRAPH NO 3.7 Showing reliability of readers on TOIinformation.

41

17.GRAPH NO 3.8 Showing percentage of respondents having

problem to read newspaper.

42

18.GRAPH NO 3.9 Showing-percentage of respondent who

dislike in "TOI".

43

19. GRAPH NO 3.10 Showing Percentage of respondents have 44


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problem with understanding Language.

20. GRAPH NO 3.11 Showing local news coversby TOI. 45

21.GRAPH NO 3.12 Showing Percentage of No. of People who

think TOI going to add value in their life.

46

22. GRAPH NO 3.13 Showing effectiveness of providinginformation by TOI.

47

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

than TOI.

48

24. GRAPH NO 3.15 Showing qualification of students. 49

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

students.

50

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

Good.

51

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

52

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

29.GRAPH NO 3.21 Showing-Percentage of understanding

language of "TOI".

54

30.GRAPH NO 3.22 Showing percentage of people think The

times of India is going to add value in their life.

55

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

RADIO or Internet give more knowledge than TOI.

56

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


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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 wasTo study the factors affecting aptcustomers to read TOI.

This project is also expected to accomplish following task:-

1. To find Preference of students or customers towards newspapers.2. To understand media habits to consumer.3. Attitude towards TOI.In our project we had been assigned the task to find out reasons why apt

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

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

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

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


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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 theproject, 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 itsproduct 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 theRecommendations, 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.


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CHAPTER 1

AN

INTRODUCTION

1.1 PROJECT1.1.1 Problem statement and justification1.1.2 Objective and scope

1.2 INDUSTRY1.2.1 Background1.2.2 Porters Five forces modal

1.3 COMPANY1.3.1 Introduction1.3.2 SWOT Analysis

1.4 PRODUCT PROFILE

1.1 THE PROJECT DETAILS


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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 35crores people claim as their native language.

For learning English language, English newspaper is best and cheapest

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

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

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

If we look at target market in Ahmedabad

Total population of Ahmedabad is = 50 lakh

Suppose 4 members in one family

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

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

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

But circulation of TOI is = 1 lakh

[All figures are in approx]

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

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

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

TOI. For that we took sample size 400.


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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 ofThe 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.


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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

buna Japans news paper stands in rank 1in Worlds 100 largest news paper. The

circulation of yomiurishin bun is nearly about 1.4 crores. There are 15 Indian

newspapers in the least.

Table no. 1.2.1worlds biggest newspaper by circulation

NEWSPAPER COUNTRY

CIRCULATION

(THOUSANDS) LANGUAGE OWNER

8THE TIMES

OF India India 3,146 EnglishBCCL

32 THE HINDU India 1,272 EnglishKasseri &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


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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 BUYERSa) 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 havebargaining 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


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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 fromeach 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 FIRMSa) 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 ofThe Times of India is around Rs. 2, So readers

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

DNA was launched, people were switching over from other English

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

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

b) Exit Barrier: There is a free exit in this industry. c) Customer Loyalty: Every company wants to make loyal customer to their

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

3. THREAT OF SUBSTITUTESa) 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 electronicmedia 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 atfree of cost or low cost.


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c) Buyers Psyche Toward The Product: Buyers may think like- I do not havetime to read newspapers, I am getting same news at internet, Newspaper just

fill their space by any ordinary news.

4. BARGAINING POWER OF SUPPLIERa) 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 makeclose 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 dayand this becomes a main threat for newspaper industry. Internet and mobile

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

newspaper industry by giving information to reader at no cost.

5. THREATS OF NEW ENTRYa) 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.


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1.3 COMPANY

1.3.1 Introduction to Company

Mrs. Indu Jain

Chairperson

Mr. Samir Jain Mr. Vineet Jain

Vice Chairperson Managing Director


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Thought Of Company

COMPANY IN BRIEF

Table No. 1.3.1 Showing Company Detail In Brief

Bennett, Coleman and Co. Ltd.

Type Private

Founded 1838

Headquarters Delhi

Industry Broadcasting, Publishing, Media, internet

and Entertainment

Products Films, Television, Magazine, Newspapers

and Websites etc.

Revenue $700 million USD (Aug 2007)

Employees 7000(2007)

Figure 1.3.1showing different branches of BCCL


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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.

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

figure 1.3.2 showing publishing centers if TOI.


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Figure 2.3.3 The Mantra Of Company

1.3.2 SWOT ANALYSIS

Table 1.3.2 showing SWOT ofThe Times of India-

INTERNAL FACTORS

STRENGTHS (+ve) WEAKNESSES (-ve)

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

customer.

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

supplements.

Good support from Times groupcompanies.

World class printing machine-Geoman,Goss

110,000 copies per hour

Late & repeated news Less information about stock

market

Grammar and vocabularymistakes.

Pictures of nude girls Late circulation in small cities Lake in covering useful news

for competitive students

OPPORTUNITY THREATS


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1.4 Profile OfThe Times of India

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

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

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

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

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

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

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

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

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

Product Detail In Short:

Table 1.4.1 showing The Times of India in briefTYPE Daily newspaper

FORMAT Broadsheet

OWNER Bennett, Coleman & Co. Ltd

EDITOR-IN-CHIEF Jaideep Boss

FOUNDED 1838

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

etc.

English is international language.Everyone wants to learn it.

Life style being hi-fi.

People are getting knowledgeform Internet, T.V., Radio etc.

Day by day readership of TheHindustan (2position)

and The Hindu (3 position)increases very fast.

EXTERNAL FACTORS
http://en.wikipedia.org/wiki/Broadsheethttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulationshttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulationshttp://en.wikipedia.org/wiki/Worldhttp://en.wikipedia.org/wiki/Worldhttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulationshttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulationshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Broadsheet


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LANGUAGE English

HEADQUARTERS New Delhi

WEBSITE www.timesofindia.com

History:

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

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

The first edition appeared on November3, 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
http://www.timesofindia.com/http://www.timesofindia.com/http://www.timesofindia.com/


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1861

Editor Robert Knight amalgamates The

Bombay Times, Bombay Standard and

Bombay Telegraph & Courier to form The Times

of Indiaand 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 entersinto a partnership with F.M. Coleman toform a joint stock company - Bennett,Coleman & Co. Ltd. (BCCL).

1929

The Times of India Illustrated Weekly renamed The

I l lu strated Weekly OfIndia

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


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Filmfare- first film magazine in English launched

1959 Femina- first

womens magazine in English launched

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

Supplements

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

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

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

Other Regular Supplements Include:


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

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

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

BUSINESSES AREAS

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

Internet products, Events, Charitable Trusts and Education.

Figure No.1.4.1 showing different areas of business

Branches :{ Locations}Ahmadabad , Bangalore , Bhopal

, Calcutta , Chandigarh , Chennai ,

Cochin , Delhi , Hyderabad , Jaipur ,

Lucknow , Mumbai , Kandivali , Patna ,

Pune.

[Figure No. 1.4.2 showing branches of TOI]

AHMEDABAD BRANCH


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The Ahmadabad Branch was established before 38 years with lunch of TheTimes of India Edition. Subsequently The Economic Times in English and

Gujarati were lunched in Ahmadabad.

The Ahmadabad also has in its feather following brands: ZOOM TIMES NOW RADIO MIRCHI and TIMESJOB.com

Mission of TIMES OF INDIA:The Times of India is the aggregator of content in any form in

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

audience


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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:

Figure No 1.4.4 showing various functions of RMD department


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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 cash2. SUBSCRIPTION SALES: Pay money in advance and read TOI3. 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 ofTOI -

THROUGH CAMPAIGN Lead India Teach India Clean India Economic Times in college


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OTHER LOCAL PROGRAMMESPricing of TOI: Price of TOI vary according to day called as zigzag

pricing or differential pricing like-

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

Tuesday 2 Rs.

Wednesday 2.5 Rs.

Thursday 2.5 Rs.

Friday 2 Rs.

Saturday 2.5 Rs.

Sunday(Sunday Times) 5 Rs.

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

Till 12 pm- 2.5 Rs

From 12 pm to 3 pm- 2 Rs

From 2 pm to 6 pm- 1.Rs

TOI Is Pioneer In Invitation Pricing:

Price at which customer automatically attract towards products called as

invitation price. To understand this we take one example hypothetically.

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

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

in which they had maximum no. of pages.

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

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

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

called as invitation prices.

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

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

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

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


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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 ofTOIis50%

FIGURE1.4.5 MARKET SHARE OF TOI

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

The H indu The H industan Times

TYPE DAILY NEWSPAPER DAILY NEWSPAPER

FORMAT BROAD SHEET BROAD SHEET

OWNER KASTURI & SONS HT Media LTD

PUBLISHER N.RAM Shobhana Bhartia

EDITOR N.RAM Vir Sanghvi

FOUNDED September 20,1878 1924

LANGUAGE ENGLISH ENGLISH

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

HEADQUARTERS CHENNAI New Delhi, India

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

Business

standard

2%

Indian

Express

5%DNA

6%

The Hindustan

Times

18%The

Hindu20%

Times OfIndia49%

PERCENTAGE OF MARKET SHARE


30/69

WEBSITE THE HINDU www.hindustantimes.co

The Indian Express DNA

TYPE DAILY NEWSPAPER DAILY NEWSPAPER

FORMAT BERLINER BROAD SHEET

OWNER Indian Express Group Diligent Media cor.

EDITOR Shekhar Gupta R Jagannathan

FOUNDED 1931 July 30,2005

LANGUAGE ENGLISH ENGLISH

HEADQUARTERS Mumbai, Chennai,Madurai, India

Mumbai

CIRCULATION Mumbai, Chennai,

Madurai, India

4,00,000

WEBSITE The Indian Express.com Official site-Paper

Syndication site

(www.wikipedia.com)

CHAPTER 2
http://www.hindustantimes.com/http://www.hindustantimes.com/http://www.hindustantimes.com/


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METHODOLOGY2.1 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:


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Problem isTo find out reasons why apt customers do not read The Times

of Indianewspaper

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 ofThe 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: Descriptiveresearch

Method used: By Pilot survey

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

many other places.

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

Sample size: 400 persons who know English

Source of Data: Primary data & secondary data

Primary Data:getting by survey Secondary Data: Web site ofThe 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


33/69

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

TOI in their life etc.

Sampling Method: Random Sampling method will be used for

gathering the necessary information.

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

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

personal interview.

Stage (5) Analyzing the Data

CHAPTER 3


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Analysis And Interpretation

Analysis:-

Question No. 1

1) What are you doing?(A)Student (B) Employee (C) Businessman (D) Other (please specify)....

TABLE NO. 3.1 Showing category of Respondents

Category Students Employees Businesspersons Others

No. of categories ofnon-TOIs 263 82 49 6

Mode = Students(263)

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


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As per survey conducted

Study was focused on those individuals who know English but do not readEnglish newspaper.

According to above graph, students and employees were major segments thatconsist 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):____________________

TABLE NO.3.2 Showing different Newspapers

0

50

100

150

200

250

300

Students Employees Businesspersons Others

263

8249

6

Newspaper Sandesh D.B. I.E.

The

Hindu B.S. A.M. G. S OTHER

No. of

Readers 73 212 20 10 24 49 117 15

Mean 50 Mode = Divya Bhaskar (212)


36/69

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 Englishvery 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 ofThe Times of India?( Please tickon 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 26Percentage of attitude towards 62 32 6

0

50

100

150

200

250

Sandesh D.B. I.E. TheHindu

B.S. A.M. G.S OTHER

Sandesh73

Divya

Bhaskar212

20 1024

49

GujaratSamachar

117

15

No. of Readers


37/69

TOI

Mean = 80 Mode = Good (248)

GRAPH NO.3.3 Showing attitude of respondents towards TOI

Approx 62% educated respondent who dont read The Times of India buttheir 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 ofIndia. 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 ofThe Times of India ascompare to other English newspapers?

(A)Excellent (B) Good (C) Fair (D) Poor (E) Cannot sayTABLE NO.3.4 Showing scale of quality of information ofTOI

Good62%

Neutral32%

Bad6%

Percentage of attitude towards "TOI"

Good

Neutral

Bad

QUALITY Excellent Good Fair Poor

Cannot

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)


38/69

GRAPH NO.3.4 Showing % of quality of information ofTOI

The quality of information provided by the Times of India is good becauseapprox. 30% respondents said excellent and 51% good. This shows that The

Times ofIndia 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 saythat 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 TheTimes of India than extra cost ofThe 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

Scale

VeryImportant

Fairlyimportant Neutral

Not soImportant

Not at allimportant

No of respondentswho think Importanceof paying Extra costofTOI over beingSubscribed newspaper 92 98 114 71 25

In % 23 24 29 18 6

Mean = 80 Mode = Neutral (114)

GRAPH NO. 3.5 Showings-

Excellent30%

Good51%

Fair10%

Poor2%

Cannot7%

Percentage of Quality of information

provided by TOI

Excellent

Good

Fair

Poor

Cannot say


39/69

Every educated or non educated family is subscribing English or Guajaratinewspaper (except Times of India); if any person from that family wants to

read TOI then they have to pay extra amount forTOI. This extra amountis 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 firstconvinced 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 thiscategory.

Question No.66) (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

GRAPH 3.6.1 ShowingPercentage of effect of providing TOI at free of cost

V. Imp.23%

Fairly Imp.24%

Neutral29%

Notso Imp.

18%

Not at

all imp6%

Importance of paying Extra cost of

"TOI" over being Subscribed

newspaper

Very Important

Fairly important

Neutral

Not so Important

Not at all important

Scale

Freeof

Cost

Improve-ment in

Language

Inform-

ation

Good

Content

Good

Reputation

NationalandInternational

News

NotInter-

Estedpercentage

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%)


40/69

According to our survey, approx 57% respondents are ready to read TOInewspaper, 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 readingtimes 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 aregetting 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

FREQUENCY

All of the

time

Very

often Often

Some

time

Hardly

ever

Frequency of

reading TOI 117 117 67 78 21

Mean 80 Mode 117

GRAPH 3.6.2 Showing Frequency of reading newspaper at free of cost

Because youprovide

Free of Cost57%

Improvement inLanguage

7%

for gettingInformation

13%

Good Content7%

Good Reputation

2%

National andInternational

News2% Not

Interested12%

Effect of provide TOI at free of cost


41/69

If we provide TOI at free of cost than 234 respondents said that they aregoing to read newspaper very often, it means they like this newspaper, want to

read it but they might be thinking that cost ofTOI newspaper is high.

Mean is 80 which is near to 79, less than 117, it means average people is goingread newspaper very often. There may be gap of communication of value or

importance ofTOI to target readers.

Question No. 7

7) How much reliable information ofThe Times of India is?(A) Very much (B) Much (C) Neutral (D) Not much (E) Not at all

TABLE NO. 3.7 Showing reliability of Information

Category Scale

Very

much Much Neutral Not Much

Not at

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

0

20

40

60

80

100

120

All of the time Very often Often Some thing Hardly ever

117 117

67

78

21

All of the time Very often Often Some thing Hardly ever


42/69

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

reasons

1. Strongest brand in newspaper2. Not adding mirch masala in newsby TOI.3. TOI takes opinion from readers not vice-a-versa

Question No.8

8) Ticks on more than two relevant boxes.Time constrains to read any (English and Gujarati) newspaper.

More time consumption to read English newspaper (TOI)

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

Requirement to read other newspapers.

Mention name

Prefer to read Gujarati newspapers at your home

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

Category

Scale

Time

Constraints

Any

Newspaper

Time

Consumption

For TOI

Not

Easily

Available

Read

Other

Newspaper

Prefer

Gujarati

News

Paper

At

0

50

100

150

200

Very much Much Neutral Not Much Not at all

117

164

84

28

7

Category scale


43/69

Home

No.of

respondent 134 110 45 29 106

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, CNBCgive information of every half an hour and get news.

Approx 28% respondents have problem of time consumed to read any Englishnewspaper, 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.___________________________________________________

time

constraints31%

timeconsumption

28%

not easilyavaileble

11%

required to readother newspaper

6%

prefer gujaratinewspaper at

home 24%

percentage of respondents having

problem to read newspaper


44/69

TABLE NO. 3.9 Showing dislike in TOI by students

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 ofThe 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

Scale

Strongly

Agree Agree Uncertain Disagree

Strongly

disagree

No. of respondents haveproblem withunderstanding language 63 161 72 77 27

In % 16 40 18 19 7Mean 80 Mode Agree(161)

Nothing58%

Sexy image22%

More ad.14%

Other6%

percentage of respodent who dislike in

"TOI"

nothing

sexy image

more ad.

other

DISLIKE Nothing

More

Advertise

Ments Sexy Images Other

Respondents who

dislike in TOI 232 56 88 24

In % 58 14 22 6

Mean = 66 Mode Nothing(228)


45/69

GRAPH NO. 3.10 Showing-

APPROX 56% respondents are agree with problem of understanding languageof TOI so it shows that respondents are very weak in understanding English

language .

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

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

Scale

Strongly


Strongly

disagreeCoverage of

news 59 86 155 84 15

In % 15 21 39 21 4

Mean 80 Mode Uncertain(155)

GRAPH NO. 3.11 Showing local news cover by TOI

S. Agree16%

Agree40%

Uncertain18%

Disagree19%

7%

percentage of respondents have problem

with understanding language

Strongly Agree

Agree

Uncertain

Disagree

Strongly disagree


46/69

If we look at graph then we can find that approx 36% respondents agree withthat 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 lackingin 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. Morevalue is above mean that also prove that TOI lacking in covering local news.

Question No. 12

12) Do you thinkThe 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

Scale

Strongly


Strongly

disagree

No. of People who

think TOI going to

add value in their life 79 169 99 32 21

Mean 80 Mode Agree(169)

GRAPH 3.12 Showing -

S. Agree15%

Agree21%

Uncertain39%

Disagree

21%

4%

Strongly Agree

Agree

Uncertain

Disagree

Strongly disagree


47/69

248 respondents agree with TOI going to add value in their life if they readTOI. So it shows TOIs importance in their life.

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

99 respondents are uncertain about it.

Question No. 13

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

TABLE NO. 3.13 Showing information provided effectively to you

]

GRAPH NO 3.13 Showing effectiveness of providing information by TOI

Strongly Agree79

Agree169

Uncertain99

32 21

No.of People who think TOI going to

add value in their life

Strongly Agree

Agree

Uncertain

Disagree

Stronglydisagree

Scale

Strongly


Strongly

disagree

Effectiveness of

information 93 127 105 49 26



48/69

Effectiveness of providing news to reader ofTOI is good. 127 respondentsagree 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

Scale

Strongly


Strongly

disagree

knowledge more than

TOI 82 120 110 51 37

In % 20 30 28 13 9


GRAPH NO. 3.14 Showing -

0

20

40

60

80

100120

140

StronglyAgree

Agree Uncertain Disagree Stronglydisagree

93

127

105

49

26

Effectiveness of information


49/69

Internet, radio, T.V. and new emerging threat mobile are now main source ofinformation. 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 moreknowledge than a newspaper.

28% respondents are not aware about that which is going to give moreknowledge 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

Qualificationof students H.S.C S.S.C Diploma Graduates

Postgraduates Others

EngIneers

No. ofStudents 7 54 15 81 16 13 74

Mode Graduates(81)

GRAPH NO. 3.15 Showing qualification of students

S. Agree

20%

Agree30%Uncertain

28%

13%9%

T.V. radio give more knowledge than

TOI

Strongly Agree

Agree

Uncertain

Disagree

Strongly disagree


50/69

Out of 263 students, 81 are graduates, 74 are engineers and 54 are H.S.Cstudents. 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



TABLE NO.3.16 Showing different newspaper read by students

Newspaper Sandesh

DivyaBhaskar I.E.

TheHindu

BusinessStandard

A

MGuj.S. ET DNA

No. ofnewspaper

read bystudents 54 143 13 6 16 49 90 3 4

In % 14 38 3 2 4 13 24 1 1

Mean 45 Mode Divya Bhaskar(143)

GRAPH NO. 3.16 Showing-

0

20

40

60

80

100

7

54

15

81

16 13

74

No. of Students


51/69

Majority of students are graduates, engineers. They are well matured tounderstand 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 ofThe Times of India?(Please tick on any one of graphics)

TABLE NO.3.17 Showing attitude towards TOI

Attitude Good Neutral BadNo. of students 176 78 9

14%

DivyaBhaskar

38%3%

2%

4%

13%

Guj. S24%

1%1%

Percentage of newspaper read by

students

Sandesh

Divivy Bhaskar

I.E.

The Hindu

Business Standard

Ahmedabad Mirror

Guj. Samachar

ET

DNA


52/69

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

Approx 70% students having good attitude towards TOI. It means they like toread 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 orlocal newspapers and read TOI very rarely.

Question No. 4

4) If you are subscribing any other newspaper then a expert says topurchase The Times of India than extra cost ofThe 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

0

20

40

60

80

100

120

140

160

180

Good Neutral Bad

176

78

9

no of students

Mean Approx 90 Mode Good (176)

category scaleveryimportant

fairlyimportant neutral

not soimportant

not at allimportant

no. of 64 59 72 55 12


53/69

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

Cost

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

decision from his family members.

Question No. 5

5) Ticks on more than two relevant boxes.Time constrains to read any (English and Gujarati) newspaper.


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

Requirement to read other newspapersMention name


TABLE NO. 3.19 Showing problems of students.

CATEGORY

SCALE

Time

constraintsany

Time

consumptionforTOI

Not

easilyavailable

Read

othernewspaper

Prefer

Guajaratinews

respondent

In % 24 23 27 21 5

Mean 52 Mode

very

important

24%

fairly

important

23%

neutral

27%

not so

important

21%

not at all

important

5%


54/69

newspaper paper athome

No. ofrespondent

134 110 45 29 106

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 readEnglish newspapers.

Todays generation prefer news from T.V. internet and radio. So they do notprefer to read any newspaper.

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

Question no. 6

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

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

CATEGORY SCALEstronglyagree agree uncertain disagree

stronglydisagree

percentage of understandinglanguage ofTOI 30 106 53 63 10

In % 11 41 20 24 4

Mean 52 Mode Agree (106)

Time

constraints to

read any

newspaper31%

Time

consumption

to read eng.

newspaper

26%

Not easilyavaileble

11%

Required to

read other

newspaper

7%

Prefer gujarati

news paper at

home

25%

percentage of respondent


55/69

GARPH NO. 3.20 Showing-

Most important thing is understanding language of any English newspaper andapprox 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 levelof English.

Question No. 7

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

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

To Their Life.

Category scale Strongly

agree

agree uncertain disagree Strongly

disagree

Numbers of respondents 54 127 54 20 8

Percentage of people think

TOI is going to add value

in their life

20.53% 48.28

%

20.53% 7.6% 3.04%

strongly agree11%

Agree41%

Uncertain20%

Disagree24%

strongly disagree4%

Percentage of understanding language of

"TOI"

strongly agree

agree

uncertain

disagree

strongly disagree


56/69

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 theirlife they can improve their English.

They can also get general knowledge and update them self to sustain in thiscompetitive market.

Question No: 8

8)AreT.V., Radio or internet giving more knowledge than TOI?

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

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

Category scaleStrongly

agreeagree uncertain disagree

Strongly

disagree

Numbers of respondents 62 86 65 29 21

Percentage of people think

that TV. Radio23.57 32.69 24.71 11.02 7.98

Strongly

Agree 20% Agree

48%

Uncertiain21%

Disagree

8%

Strongly

Disagree

3%

percentage of people think that times of

india is going to add value in there life

Strongly Agree 54

Agree 127

Uncertiain 54

Disagree 20

Strongly Disagree 8


57/69


GRAPH NO. 3.22 Showing

Todays generation are very fast they are getting information from TV andradio 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 andInternet so they get most of information from there.

stongly agree

23%

Agree

33%

Uncertain25%

Disagree

11%

strongly disagree

8%

Percentage of people think that T.V

RADIO or Internet give more knowledge

than TOI

stongly agree 62

agree 86

Uncertain 65

Disagree 29

strongly disagree 21


58/69

CHAPTER 4

FINDING AND INFERENCES

INTERPRETATION OF QUESTIONNAIRE

Approx 86% respondents are students and employees, who are Non-TOIreaders.

Educated people also like to read Guajarati newspaper, because of theirconvenience with Guajarati language.

Because of good branding and too specific to information or news, approx81% respondent think, quality of information ofTOI is good.

If expert suggest then to read TOI then extra amount of TOI over beingsubscribe Guajarati newspaper, is very important for them.

Now if we provide TOI at free of cost, then 57% of respondent going to readit, it means Gujarati people do not feel worth to its prices or money is more


59/69

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

news.

31% respondents do not have time to read newspaper because of tightschedule or job. They get news from T.V., internet and radio.

28% respondents have problem with understanding language of TOIbecause of Gujarati culture or do not know English perfectly.

24% respondents prefer Guajarati newspaper at home because; they habituatedto read Guajarati newspapers with their family members.

The Times of India comes with so many sexy images so member of familydo 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 tosubscribe 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 400thinkTOI is going to add value in their life.

TOI provide effective information and 58% respondents like everything inTOI 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 moreknowledge 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.


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Most of students (graduated, engineers) are reading Divya Bhaskar andGujarat 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 subscribenewspaper is important for them.

31% student having time constraints to read newspaper because they get thesenewspapers 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 moretime 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 TOInewspaper or start two supplements on career per week.

Give presentation on importance of TOI over other newspaper to thesereaders(specially students) because

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

2. 32% respondents have neutral attitude.


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3. Approx 50% respondents think extra cost of TOI, over beingsubscribed newspaper, is important for them.

To penetrate into the market for various reasons (based on finding andinferences.)

1. Make it compulsory for Vendorwala to put banner outside theirhome with toll free phone number and vendorwalas mobile number

and one lead line number.

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

3. Give some copies (fix 100, 200) to persons are coming in big clubs tomake 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 thinkTOI provide quality of information.3. TOI will add value to their life.4. Provide information effectively5. They rely on information given by TOI.


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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 thequestionnaire 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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CONCLUSION

CONCLUSION


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From above survey we conclude that

Non-TOI reader has a problem with understanding language. TOI lack in covering local news like Divya Bhaskar. New generation like to take news from T.V, RADIO and INTERNET or any

electronic media.

Educated people like to read Gujarati newspaper. In Gujarati peoples 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 thinkTOI provide quality of information.3. TOI will add value to their life.4. Provide information effectively5. They rely on information given by TOI

APPENDIX:

Questionnaire on which we conducted this survey is


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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 PEOPLEWHO DONT" 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



B) How do you feel when you heard name ofThe Times of India?( Please tickon any one of graphics)

C) What do you think about quality of information of The Times of India ascompare to other English newspapers?

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

If you are subscribing any other newspaper then a expert says to purchaseThe Times of India than extra cost of The Times of India will be

important for you

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

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

E) If somebody provide you The Times of India at free of cost, than are yougoing 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 ofThe 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.


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

(mention area____________________________________)Requirement to read other newspapers. (Mention name)


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

RateThe Times of India (TOI) on these 5 scales.

s.no

Questions Stronglyagree

Agree Uncertain Disagree Stronglydisagree

10 Problem with

understanding the

language of The

Times of India.

11 Lacking in coverlocal news (anyinformation fun also)that other newspapers

cover?_____________How much % of thatinformation TheTimes of Indiacover?

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

12 Do you think The

Times of India is

going to add value to

your life?

13 Is The Times ofIndia providing

information

effectively to you?

14 Are T.V., Radio or

internet giving more

knowledge than

TOI?

Personal detail:-

Name .Contact No.

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

BIBLIOGRAPHY:

Books:

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


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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

1 www.wikipedia.com Times of India, the Hindu, the

Hindustan, Newspaper industry.

25 may 2009

1 www.newspaperin

dustry.com

Brief history of newspaper

industry.

30 may 2009

2 www.pbs.org What you should know about

newspaper industry?

30 may 2009

3 www.icmindia.com Case study of the Hindustan Vs

The Times of India.

30 may 2009

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

17 June 2009

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

6 www.taipeitimes.com

/News/editorials/archi

ves/2004/02/05/20030

97557

Archives of newspaper industry. 18 June 2009

7 DIVYA BHASKARNEWSPAPER Questionnaire of Divya Bhaskarnewspaper survey.

23 June 2009
http://www.wikipedia.com/http://www.wikipedia.com/http://www.newspaperin/http://www.newspaperin/http://www.pbs.org/http://www.pbs.org/http://www.icmindia.com/http://www.icmindia.com/http://www.mpdailyfix.com/http://www.mpdailyfix.com/http://www.indiatimes.com/http://www.indiatimes.com/http://www.taipeitimes.com/http://www.taipeitimes.com/http://www.taipeitimes.com/http://www.indiatimes.com/http://www.mpdailyfix.com/http://www.icmindia.com/http://www.pbs.org/http://www.newspaperin/http://www.wikipedia.com/

counsumer behaviour

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