Institute of Technology amp Science [ITS] Page 1

Summer Internship project on

ldquoTo study the perception of consumer with reference to MINT business

daily newspaperrdquo

Submitted in partial fulfilment of the requirements for the Two Year Full Time

Post Graduate Diploma in Management

Under the Guidance of

FACULTY MENTOR

PROF VINITA SRIVASTAVA

INDUSTRY MENTOR

MR SOUMYA BHATTACHARYA

Sr Sales Manager

Institute of Technology amp Science

Mohan Nagar Ghaziabad (UP)

BY

NAME

PRAKASH KUMAR

ENROLLMENT NO

2013091

COURSE

PGDM (13-15)

Institute of Technology amp Science [ITS] Page 2

CERTIFICATE OF ORIGINALITY

I hereby declare that this Summer Internship Project is my own work and that to the best of my

knowledge and belief it reproduces no material previously published or written that has been

accepted for the award of any other degree of diploma except where due acknowledgement has been

made in the text

Signature-

Studentrsquos Name - Prakash Kumar

Enrolment No - 2013091

Batch - PGDM (2013-2015)

Date -

Institute of Technology amp Science [ITS] Page 3

Date helliphelliphelliphellip

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr Ms Prakash Kumar of Institute of Technology amp Science Mohan Nagar

Ghaziabad PGDM Batch 2013-15 has successfully completed his her summer internship under the

guidance of Mr Ms Soumya Bhattacharya for a duration of 8 weeks from 26 April 2014 to 25 June

2014

During hisher tenure with us we found himher helliphelliphelliphelliphelliphelliphelliphelliphellip

We wish him her all the very best for future endeavours

Signature

Name

Designation

Organization seal

Institute of Technology amp Science [ITS] Page 4

CERTIFICATE

This is to certify that Mr Ms Prakash Kumar PGDM (2013-15 Batch) a student of Institute of

Technology amp Science Mohan Nagar Ghaziabad has undertaken the project on ldquoTo study the

perception of consumer with reference to MINT business daily

newspaperrdquo The survey data collection amp analysis work for preparing the project has been

carried out by the student in partial fulfilment of the requirements for the award of PGDM under my

guidance and supervision

I am satisfied with the work of Mr Prakash Kumar

Date

Faculty Mentor

(VINITA SRIVASTAVA)

Institute of Technology amp Science [ITS] Page 5

ACKNOWLEDGEMENT

This project has been a great learning experience for me amp I would like to express my sincere

gratitude to all the people who guide me through the project and without the valuable guidance and

suggestions of these people this project would not have been completely successful

I owe enormous intellectual debt towards my Industry Mentor Mr Soumya Bhattacharya Senior

Sales Manager HT Media Lt amp Faculty Mentor ProfVinita Srivastava Asst Professor ITS

Ghaziabad for their continuous support amp cooperation throughout my project without which the

present work would not have been possible

I also want to give special thanks to My Team Leader Mr Gaurav Shahi HT Media Ltd for their

continuous guidance support amp cooperation during the whole tenure

I would like to thank all the respondents whom I interacted during my project amp all the retailers for

their cooperation without this I may not able to complete it successfully

Prakash Kumar

PGDM (2013-2015)

Roll No 2013149

ITS Ghaziabad

Institute of Technology amp Science [ITS] Page 6

OBJECTIVES OF THE STUDY

1 To study brand awareness of MINT and its supplement and acknowledge

corporate customer about business news paper and their benefits

2 To know about perception of consumer towards business news paper they

subscribe to

Institute of Technology amp Science [ITS] Page 7

EXECUTIVE SUMMARY

In the most matured economies the print media faces stiff competition and a shrinking share of

advertising pie in India it continued to dominate media budgets Yet during the year in review the

there was tremendous pressure on advertising budgeted and this impacted companyrsquos revenues

Mint is Indias second largest business newspaper published by HT Media Ltd the Delhi-based

media group which also publishes the Hindustan Times It mostly targets readers who are business

executives and policy makers It is Indias first newspaper to be published in the Berliner format

Mint exclusively carries Wall Street Journal branded editorial content in its pages by virtue of the

content sharing partnership between HT Media and Wall Street Journal

My project title was to identify the customer perception of lsquoMintrsquo a business newspaper from HT

Media with special reference to Noida region Objective of the project was to identify the brand

awareness amp perception for Mint and also the availability for the Mint newspaper It also involves the

work to find out some measures for enhancing the corporate reach of the newspaper There were

other newspapers in the market like The Economic Times Business Line The Financial Express and

Business Standard which were different from Mint because all these were hardcore financial

newspapers but Mint gives casual business reading to the readers For the study I visited 250

companies in various location of Noida like Sec 62 63 64 Sec 18 and Sec 58 etc I also sample the

Mint during the period of visits to corporate houses

In training I was also assigned to generate the sales of mint This was done through cold calling in the

corporate offices and to working professionals For this purpose I did sales presentation follow ups

etc At the end of the training I contributed with 7 mint newspaper subscription to the company

Without collecting data and its analysis any project is incomplete thus I surveyed 51 people by way

of a structured questionnaire Analysis part has been done through putting this data into statistical

software ie SPSS 20

Institute of Technology amp Science [ITS] Page 2

CERTIFICATE OF ORIGINALITY

I hereby declare that this Summer Internship Project is my own work and that to the best of my

knowledge and belief it reproduces no material previously published or written that has been

accepted for the award of any other degree of diploma except where due acknowledgement has been

made in the text

Signature-

Studentrsquos Name - Prakash Kumar

Enrolment No - 2013091

Batch - PGDM (2013-2015)

Date -

Institute of Technology amp Science [ITS] Page 3

Date helliphelliphelliphellip

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr Ms Prakash Kumar of Institute of Technology amp Science Mohan Nagar

Ghaziabad PGDM Batch 2013-15 has successfully completed his her summer internship under the

guidance of Mr Ms Soumya Bhattacharya for a duration of 8 weeks from 26 April 2014 to 25 June

2014

During hisher tenure with us we found himher helliphelliphelliphelliphelliphelliphelliphelliphellip

We wish him her all the very best for future endeavours

Signature

Name

Designation

Organization seal

Institute of Technology amp Science [ITS] Page 4

CERTIFICATE

This is to certify that Mr Ms Prakash Kumar PGDM (2013-15 Batch) a student of Institute of

Technology amp Science Mohan Nagar Ghaziabad has undertaken the project on ldquoTo study the

perception of consumer with reference to MINT business daily

newspaperrdquo The survey data collection amp analysis work for preparing the project has been

carried out by the student in partial fulfilment of the requirements for the award of PGDM under my

guidance and supervision

I am satisfied with the work of Mr Prakash Kumar

Date

Faculty Mentor

(VINITA SRIVASTAVA)

Institute of Technology amp Science [ITS] Page 5

ACKNOWLEDGEMENT

This project has been a great learning experience for me amp I would like to express my sincere

gratitude to all the people who guide me through the project and without the valuable guidance and

suggestions of these people this project would not have been completely successful

I owe enormous intellectual debt towards my Industry Mentor Mr Soumya Bhattacharya Senior

Sales Manager HT Media Lt amp Faculty Mentor ProfVinita Srivastava Asst Professor ITS

Ghaziabad for their continuous support amp cooperation throughout my project without which the

present work would not have been possible

I also want to give special thanks to My Team Leader Mr Gaurav Shahi HT Media Ltd for their

continuous guidance support amp cooperation during the whole tenure

I would like to thank all the respondents whom I interacted during my project amp all the retailers for

their cooperation without this I may not able to complete it successfully

Prakash Kumar

PGDM (2013-2015)

Roll No 2013149

ITS Ghaziabad

Institute of Technology amp Science [ITS] Page 6

OBJECTIVES OF THE STUDY

1 To study brand awareness of MINT and its supplement and acknowledge

corporate customer about business news paper and their benefits

2 To know about perception of consumer towards business news paper they

subscribe to

Institute of Technology amp Science [ITS] Page 7

EXECUTIVE SUMMARY

In the most matured economies the print media faces stiff competition and a shrinking share of

advertising pie in India it continued to dominate media budgets Yet during the year in review the

there was tremendous pressure on advertising budgeted and this impacted companyrsquos revenues

Mint is Indias second largest business newspaper published by HT Media Ltd the Delhi-based

media group which also publishes the Hindustan Times It mostly targets readers who are business

executives and policy makers It is Indias first newspaper to be published in the Berliner format

Mint exclusively carries Wall Street Journal branded editorial content in its pages by virtue of the

content sharing partnership between HT Media and Wall Street Journal

My project title was to identify the customer perception of lsquoMintrsquo a business newspaper from HT

Media with special reference to Noida region Objective of the project was to identify the brand

awareness amp perception for Mint and also the availability for the Mint newspaper It also involves the

work to find out some measures for enhancing the corporate reach of the newspaper There were

other newspapers in the market like The Economic Times Business Line The Financial Express and

Business Standard which were different from Mint because all these were hardcore financial

newspapers but Mint gives casual business reading to the readers For the study I visited 250

companies in various location of Noida like Sec 62 63 64 Sec 18 and Sec 58 etc I also sample the

Mint during the period of visits to corporate houses

In training I was also assigned to generate the sales of mint This was done through cold calling in the

corporate offices and to working professionals For this purpose I did sales presentation follow ups

etc At the end of the training I contributed with 7 mint newspaper subscription to the company

Without collecting data and its analysis any project is incomplete thus I surveyed 51 people by way

of a structured questionnaire Analysis part has been done through putting this data into statistical

software ie SPSS 20

Institute of Technology amp Science [ITS] Page 3

Date helliphelliphelliphellip

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr Ms Prakash Kumar of Institute of Technology amp Science Mohan Nagar

Ghaziabad PGDM Batch 2013-15 has successfully completed his her summer internship under the

guidance of Mr Ms Soumya Bhattacharya for a duration of 8 weeks from 26 April 2014 to 25 June

2014

During hisher tenure with us we found himher helliphelliphelliphelliphelliphelliphelliphelliphellip

We wish him her all the very best for future endeavours

Signature

Name

Designation

Organization seal

Institute of Technology amp Science [ITS] Page 4

CERTIFICATE

This is to certify that Mr Ms Prakash Kumar PGDM (2013-15 Batch) a student of Institute of

Technology amp Science Mohan Nagar Ghaziabad has undertaken the project on ldquoTo study the

perception of consumer with reference to MINT business daily

newspaperrdquo The survey data collection amp analysis work for preparing the project has been

carried out by the student in partial fulfilment of the requirements for the award of PGDM under my

guidance and supervision

I am satisfied with the work of Mr Prakash Kumar

Date

Faculty Mentor

(VINITA SRIVASTAVA)

Institute of Technology amp Science [ITS] Page 5

ACKNOWLEDGEMENT

This project has been a great learning experience for me amp I would like to express my sincere

gratitude to all the people who guide me through the project and without the valuable guidance and

suggestions of these people this project would not have been completely successful

I owe enormous intellectual debt towards my Industry Mentor Mr Soumya Bhattacharya Senior

Sales Manager HT Media Lt amp Faculty Mentor ProfVinita Srivastava Asst Professor ITS

Ghaziabad for their continuous support amp cooperation throughout my project without which the

present work would not have been possible

I also want to give special thanks to My Team Leader Mr Gaurav Shahi HT Media Ltd for their

continuous guidance support amp cooperation during the whole tenure

I would like to thank all the respondents whom I interacted during my project amp all the retailers for

their cooperation without this I may not able to complete it successfully

Prakash Kumar

PGDM (2013-2015)

Roll No 2013149

ITS Ghaziabad

Institute of Technology amp Science [ITS] Page 6

OBJECTIVES OF THE STUDY

1 To study brand awareness of MINT and its supplement and acknowledge

corporate customer about business news paper and their benefits

2 To know about perception of consumer towards business news paper they

subscribe to

Institute of Technology amp Science [ITS] Page 7

EXECUTIVE SUMMARY

In the most matured economies the print media faces stiff competition and a shrinking share of

advertising pie in India it continued to dominate media budgets Yet during the year in review the

there was tremendous pressure on advertising budgeted and this impacted companyrsquos revenues

Mint is Indias second largest business newspaper published by HT Media Ltd the Delhi-based

media group which also publishes the Hindustan Times It mostly targets readers who are business

executives and policy makers It is Indias first newspaper to be published in the Berliner format

Mint exclusively carries Wall Street Journal branded editorial content in its pages by virtue of the

content sharing partnership between HT Media and Wall Street Journal

My project title was to identify the customer perception of lsquoMintrsquo a business newspaper from HT

Media with special reference to Noida region Objective of the project was to identify the brand

awareness amp perception for Mint and also the availability for the Mint newspaper It also involves the

work to find out some measures for enhancing the corporate reach of the newspaper There were

other newspapers in the market like The Economic Times Business Line The Financial Express and

Business Standard which were different from Mint because all these were hardcore financial

newspapers but Mint gives casual business reading to the readers For the study I visited 250

companies in various location of Noida like Sec 62 63 64 Sec 18 and Sec 58 etc I also sample the

Mint during the period of visits to corporate houses

In training I was also assigned to generate the sales of mint This was done through cold calling in the

corporate offices and to working professionals For this purpose I did sales presentation follow ups

etc At the end of the training I contributed with 7 mint newspaper subscription to the company

Without collecting data and its analysis any project is incomplete thus I surveyed 51 people by way

of a structured questionnaire Analysis part has been done through putting this data into statistical

software ie SPSS 20

Institute of Technology amp Science [ITS] Page 4

CERTIFICATE

This is to certify that Mr Ms Prakash Kumar PGDM (2013-15 Batch) a student of Institute of

Technology amp Science Mohan Nagar Ghaziabad has undertaken the project on ldquoTo study the

perception of consumer with reference to MINT business daily

newspaperrdquo The survey data collection amp analysis work for preparing the project has been

carried out by the student in partial fulfilment of the requirements for the award of PGDM under my

guidance and supervision

I am satisfied with the work of Mr Prakash Kumar

Date

Faculty Mentor

(VINITA SRIVASTAVA)

Institute of Technology amp Science [ITS] Page 5

ACKNOWLEDGEMENT

This project has been a great learning experience for me amp I would like to express my sincere

gratitude to all the people who guide me through the project and without the valuable guidance and

suggestions of these people this project would not have been completely successful

I owe enormous intellectual debt towards my Industry Mentor Mr Soumya Bhattacharya Senior

Sales Manager HT Media Lt amp Faculty Mentor ProfVinita Srivastava Asst Professor ITS

Ghaziabad for their continuous support amp cooperation throughout my project without which the

present work would not have been possible

I also want to give special thanks to My Team Leader Mr Gaurav Shahi HT Media Ltd for their

continuous guidance support amp cooperation during the whole tenure

I would like to thank all the respondents whom I interacted during my project amp all the retailers for

their cooperation without this I may not able to complete it successfully

Prakash Kumar

PGDM (2013-2015)

Roll No 2013149

ITS Ghaziabad

Institute of Technology amp Science [ITS] Page 6

OBJECTIVES OF THE STUDY

1 To study brand awareness of MINT and its supplement and acknowledge

corporate customer about business news paper and their benefits

2 To know about perception of consumer towards business news paper they

subscribe to

Institute of Technology amp Science [ITS] Page 7

EXECUTIVE SUMMARY

In the most matured economies the print media faces stiff competition and a shrinking share of

advertising pie in India it continued to dominate media budgets Yet during the year in review the

there was tremendous pressure on advertising budgeted and this impacted companyrsquos revenues

Mint is Indias second largest business newspaper published by HT Media Ltd the Delhi-based

media group which also publishes the Hindustan Times It mostly targets readers who are business

executives and policy makers It is Indias first newspaper to be published in the Berliner format

Mint exclusively carries Wall Street Journal branded editorial content in its pages by virtue of the

content sharing partnership between HT Media and Wall Street Journal

My project title was to identify the customer perception of lsquoMintrsquo a business newspaper from HT

Media with special reference to Noida region Objective of the project was to identify the brand

awareness amp perception for Mint and also the availability for the Mint newspaper It also involves the

work to find out some measures for enhancing the corporate reach of the newspaper There were

other newspapers in the market like The Economic Times Business Line The Financial Express and

Business Standard which were different from Mint because all these were hardcore financial

newspapers but Mint gives casual business reading to the readers For the study I visited 250

companies in various location of Noida like Sec 62 63 64 Sec 18 and Sec 58 etc I also sample the

Mint during the period of visits to corporate houses

In training I was also assigned to generate the sales of mint This was done through cold calling in the

corporate offices and to working professionals For this purpose I did sales presentation follow ups

etc At the end of the training I contributed with 7 mint newspaper subscription to the company

Without collecting data and its analysis any project is incomplete thus I surveyed 51 people by way

of a structured questionnaire Analysis part has been done through putting this data into statistical

software ie SPSS 20

Institute of Technology amp Science [ITS] Page 5

ACKNOWLEDGEMENT

This project has been a great learning experience for me amp I would like to express my sincere

gratitude to all the people who guide me through the project and without the valuable guidance and

suggestions of these people this project would not have been completely successful

I owe enormous intellectual debt towards my Industry Mentor Mr Soumya Bhattacharya Senior

Sales Manager HT Media Lt amp Faculty Mentor ProfVinita Srivastava Asst Professor ITS

Ghaziabad for their continuous support amp cooperation throughout my project without which the

present work would not have been possible

I also want to give special thanks to My Team Leader Mr Gaurav Shahi HT Media Ltd for their

continuous guidance support amp cooperation during the whole tenure

I would like to thank all the respondents whom I interacted during my project amp all the retailers for

their cooperation without this I may not able to complete it successfully

Prakash Kumar

PGDM (2013-2015)

Roll No 2013149

ITS Ghaziabad

Institute of Technology amp Science [ITS] Page 6

OBJECTIVES OF THE STUDY

1 To study brand awareness of MINT and its supplement and acknowledge

corporate customer about business news paper and their benefits

2 To know about perception of consumer towards business news paper they

subscribe to

Institute of Technology amp Science [ITS] Page 7

EXECUTIVE SUMMARY

In the most matured economies the print media faces stiff competition and a shrinking share of

advertising pie in India it continued to dominate media budgets Yet during the year in review the

there was tremendous pressure on advertising budgeted and this impacted companyrsquos revenues

Mint is Indias second largest business newspaper published by HT Media Ltd the Delhi-based

media group which also publishes the Hindustan Times It mostly targets readers who are business

executives and policy makers It is Indias first newspaper to be published in the Berliner format

Mint exclusively carries Wall Street Journal branded editorial content in its pages by virtue of the

content sharing partnership between HT Media and Wall Street Journal

My project title was to identify the customer perception of lsquoMintrsquo a business newspaper from HT

Media with special reference to Noida region Objective of the project was to identify the brand

awareness amp perception for Mint and also the availability for the Mint newspaper It also involves the

work to find out some measures for enhancing the corporate reach of the newspaper There were

other newspapers in the market like The Economic Times Business Line The Financial Express and

Business Standard which were different from Mint because all these were hardcore financial

newspapers but Mint gives casual business reading to the readers For the study I visited 250

companies in various location of Noida like Sec 62 63 64 Sec 18 and Sec 58 etc I also sample the

Mint during the period of visits to corporate houses

In training I was also assigned to generate the sales of mint This was done through cold calling in the

corporate offices and to working professionals For this purpose I did sales presentation follow ups

etc At the end of the training I contributed with 7 mint newspaper subscription to the company

Without collecting data and its analysis any project is incomplete thus I surveyed 51 people by way

of a structured questionnaire Analysis part has been done through putting this data into statistical

software ie SPSS 20

Institute of Technology amp Science [ITS] Page 6

OBJECTIVES OF THE STUDY

1 To study brand awareness of MINT and its supplement and acknowledge

corporate customer about business news paper and their benefits

2 To know about perception of consumer towards business news paper they

subscribe to

Institute of Technology amp Science [ITS] Page 7

EXECUTIVE SUMMARY

In the most matured economies the print media faces stiff competition and a shrinking share of

advertising pie in India it continued to dominate media budgets Yet during the year in review the

there was tremendous pressure on advertising budgeted and this impacted companyrsquos revenues

Mint is Indias second largest business newspaper published by HT Media Ltd the Delhi-based

media group which also publishes the Hindustan Times It mostly targets readers who are business

executives and policy makers It is Indias first newspaper to be published in the Berliner format

Mint exclusively carries Wall Street Journal branded editorial content in its pages by virtue of the

content sharing partnership between HT Media and Wall Street Journal

My project title was to identify the customer perception of lsquoMintrsquo a business newspaper from HT

Media with special reference to Noida region Objective of the project was to identify the brand

awareness amp perception for Mint and also the availability for the Mint newspaper It also involves the

work to find out some measures for enhancing the corporate reach of the newspaper There were

other newspapers in the market like The Economic Times Business Line The Financial Express and

Business Standard which were different from Mint because all these were hardcore financial

newspapers but Mint gives casual business reading to the readers For the study I visited 250

companies in various location of Noida like Sec 62 63 64 Sec 18 and Sec 58 etc I also sample the

Mint during the period of visits to corporate houses

In training I was also assigned to generate the sales of mint This was done through cold calling in the

corporate offices and to working professionals For this purpose I did sales presentation follow ups

etc At the end of the training I contributed with 7 mint newspaper subscription to the company

Without collecting data and its analysis any project is incomplete thus I surveyed 51 people by way

of a structured questionnaire Analysis part has been done through putting this data into statistical

software ie SPSS 20

Institute of Technology amp Science [ITS] Page 7

EXECUTIVE SUMMARY

In the most matured economies the print media faces stiff competition and a shrinking share of

advertising pie in India it continued to dominate media budgets Yet during the year in review the

there was tremendous pressure on advertising budgeted and this impacted companyrsquos revenues

Mint is Indias second largest business newspaper published by HT Media Ltd the Delhi-based

media group which also publishes the Hindustan Times It mostly targets readers who are business

executives and policy makers It is Indias first newspaper to be published in the Berliner format

Mint exclusively carries Wall Street Journal branded editorial content in its pages by virtue of the

content sharing partnership between HT Media and Wall Street Journal

My project title was to identify the customer perception of lsquoMintrsquo a business newspaper from HT

Media with special reference to Noida region Objective of the project was to identify the brand

awareness amp perception for Mint and also the availability for the Mint newspaper It also involves the

work to find out some measures for enhancing the corporate reach of the newspaper There were

other newspapers in the market like The Economic Times Business Line The Financial Express and

Business Standard which were different from Mint because all these were hardcore financial

newspapers but Mint gives casual business reading to the readers For the study I visited 250

companies in various location of Noida like Sec 62 63 64 Sec 18 and Sec 58 etc I also sample the

Mint during the period of visits to corporate houses

In training I was also assigned to generate the sales of mint This was done through cold calling in the

corporate offices and to working professionals For this purpose I did sales presentation follow ups

etc At the end of the training I contributed with 7 mint newspaper subscription to the company

Without collecting data and its analysis any project is incomplete thus I surveyed 51 people by way

of a structured questionnaire Analysis part has been done through putting this data into statistical

software ie SPSS 20

Institute of Technology amp Science [ITS] Page 8

LIST OF CONTENT

Institute of Technology amp Science [ITS] Page 9

LIST OF CONTENT

S

NO

TOPIC PAGE

NO

1 INTRODUCTION

11 HISTORY OF COMAPNY 11-13

12 DETAIL OF COMPANY 13-14

13 CHAIRPERSON 15

2 VISION amp MISSION 16

3 PRODUCT PROFILE 17-23

4 PARTNERS 24-26

5 SALES amp DISTRIBUTION

51 SALES 26-27

52 DISTRIBUTION CHANNEL 28

53 PRICING CHART 29-30

6 SWOT ANALYSIS 31

7 RESEARCH METHODOLOGY 32-35

8 DATA ANALYSIS amp

INTERPRETATION

36-79

9 CONCLUSION 80

10 RECOMMADATION 83

11 LIMITATIONS 86

12 BIBILOGRAPHY 88

13 QUESTIONNAIRE 89

Institute of Technology amp Science [ITS] Page 10

CHAPTER-1

INTRODUCTION

Institute of Technology amp Science [ITS] Page 11

HT MEDIA LIMITED

11 History-

Hindustan Times was inaugurated by Mahatma Gandhi in 1924 Since then the newspaper has

established its presence as a newspaper with editorial excellence and integrity One of Indias leading

and most respected English dailies HT have always prided itself in spotting emerging trends and

reflecting the same through its unmatched editorial prowess Today Hindustan Times-Delhi edition

has the unique distinction of being the largest selling single edition English newspaper in India

QUICK OVERVIEW OF HISTORY

The Hindustan Times was the brainchild of the Akalis who felt that a newspaper in English would

enable them to reach an audience other than the Punjabi-reading one This was in the year 1922

From the outset the newspaper was set up to oppose the British The Hindustan Times finally came

into being on September 1924 and was inaugurated by Mahatma Gandhi The newspaper was to

become a premier nationalist newspaper of the capital in the turbulent years preceding independence

From a humble beginning in a three-storey building the company has expanded its operations from

print to other media channels like radio internet events and marketing and strategic partnerships as

part of its endeavour to establish itself as a giant media conglomerate in the present times

September 26 1924

This date marked the august beginnings of Hindustan Times with Mahatma Gandhi the Father of the

Nation inaugurating the newspaper

1927

Hindustan Times was reborn as Hindustan Times Ltd a limited liability company

1936

The Hindi daily Hindustan was launched which remains the dominant newspaper in the Core Hindi

belt of northern India

1937

Devdas Gandhi was appointed the Managing Editor of the newspaper and remained the managing

editor till his death in 1957

Institute of Technology amp Science [ITS] Page 12

1942

The Hindustan Times was one of the few newspapers that stopped publishing the newspaper for four

and a half months as it refused to accept the British imposition of censorship on all newspapers

1947

The year India gained its freedom was also the year Hindustan Times attained the status of being the

dominant newspaper in Delhi

1957

The newspaper circulation grew from 58693 copies to 144287 in 1970 after KK Birla took over the

mantle from GD Birla

1960

The Hindi literary magazine Kadambini was launched

1964

The group started actively targeting the youth of India and launched the Nandan magazine

1991

At the start of liberalization of India Hindustan Times moved to becoming an autonomous power

centre in a mature democracy

1999

The Hindustan Times celebrated its platinum anniversary

2001

With a focus on localization five new editions for Calcutta Bhopal Ranchi Chandigarh and Jaipur

were launched

2003

The media business of was de-merged and incorporated under HT Media Ltd

2004

HT Media Ltd was listed as a public company and attracted external funding

2005

Hindustan Times successfully entered the Mumbai market with a refreshingly new product and

content mix

2006

Fever 104 FM is launched in technical collaboration with the Virgin Group Hindustan was

relaunched re-establishing the companys prominent presence in the regional news space

Institute of Technology amp Science [ITS] Page 13

2007

Mint the business paper in partnership with The Wall Street Journal was launched in Delhi and

Mumbai In the internet space Hindustantimescom was relaunched and Livemintcom was

introduced

2008

Firefly e-Ventures an HT Media Company launched its first portal for job seekers Shinecom

12 Details of the company

HT Media Limited found its beginning in 1924 when its flagship newspaper Hindustan Times was

inaugurated by Mahatma Gandhi HT Media (BSE NSE) has today grown to become one of Indias

largest media companies Produced by an editorial team known for its quality innovation and

integrity Hindustan Times (English) and Hindustan (Hindi) have a combined daily circulation of

225 million copies and a readership base of 124 million readers to their credit Both dailies enjoy

strong brand recognition among readers as well as advertisers To cater to the

large readership base HT Media Limited operates 19 printing facilities across India with an installed

capacity of 15 million copies per hour

In addition to Hindustan Times and Hindustan HT Media Limited also publishes a national business

newspaper Mint Mint is a one-of-its-kind newspaper in the sense that the company has an exclusive

agreement with the Wall Street Journal to publish Journal-branded news and information in India

Mint is today the second-largest business newspaper in India with presence in the key markets of

Delhi Mumbai and Bangalore

HT Media Limited through its subsidiary HT Music and Entertainment Company Ltd has made its

foray into electronic media Diversifying its ambit of operations the company in a consulting

partnership with Virgin Radio has launched the FM radio channel - Fever 104 Currently available in

Delhi and Mumbai Fever 104 has established a strong presence as being one of the most vibrant

channels on air In a short span of two years the channels rise has been meteoric considering its

position in Delhi as the No 2 station on the popularity charts

Internet businesses of HT Media Limited incorporated under Firefly e-ventures operate leading web

portals Hindustantimescom and livemintcom in the general and business news categories

respectively The company has recently launched Shinecom a job portal which has received high

appreciation from consumers and industry for its innovative design and usability

Institute of Technology amp Science [ITS] Page 14

HT Media Limited reported FY 2014 annual revenue of Rs 23630 million FOR

the fiscal year ended March 31 2014 the company reported a 12 increase in revenue to Rs 5859

million and a 22 increase EBITDA to 1175 million from the year-ago quarter

The Board of Directors and Management of HT Media Limited comprises eminent

persons from diverse professional fields who bring with them vast professional

experience to the company

A rich mix of veterans in media and top leaders from non-media sectors from both India and abroad

HT Media Limited Management team reflects the companys desire to be the best by leveraging

diverse strengths The management team comprises people from varied verticals such as media

FMCG telecom automobiles each of whom add fresh perspective to the rich experience of media

industry stalwarts This rich talent pool is ably assisted by our Global Think Tank

Board of Directors-

Chairperson - Shobhna Bhartiya

Chief Executive Officer - Rajiv Verma

Directors - KN Memani NK Singh Ajay Relan Mukesh Aghi

Whole time Directors - Priyavrat Singh Shamit Bhartiya

Institute of Technology amp Science [ITS] Page 9

LIST OF CONTENT

S

NO

TOPIC PAGE

NO

1 INTRODUCTION

11 HISTORY OF COMAPNY 11-13

12 DETAIL OF COMPANY 13-14

13 CHAIRPERSON 15

2 VISION amp MISSION 16

3 PRODUCT PROFILE 17-23

4 PARTNERS 24-26

5 SALES amp DISTRIBUTION

51 SALES 26-27

52 DISTRIBUTION CHANNEL 28

53 PRICING CHART 29-30

6 SWOT ANALYSIS 31

7 RESEARCH METHODOLOGY 32-35

8 DATA ANALYSIS amp

INTERPRETATION

36-79

9 CONCLUSION 80

10 RECOMMADATION 83

11 LIMITATIONS 86

12 BIBILOGRAPHY 88

13 QUESTIONNAIRE 89

Institute of Technology amp Science [ITS] Page 10

CHAPTER-1

INTRODUCTION

Institute of Technology amp Science [ITS] Page 11

HT MEDIA LIMITED

11 History-

Hindustan Times was inaugurated by Mahatma Gandhi in 1924 Since then the newspaper has

established its presence as a newspaper with editorial excellence and integrity One of Indias leading

and most respected English dailies HT have always prided itself in spotting emerging trends and

reflecting the same through its unmatched editorial prowess Today Hindustan Times-Delhi edition

has the unique distinction of being the largest selling single edition English newspaper in India

QUICK OVERVIEW OF HISTORY

The Hindustan Times was the brainchild of the Akalis who felt that a newspaper in English would

enable them to reach an audience other than the Punjabi-reading one This was in the year 1922

From the outset the newspaper was set up to oppose the British The Hindustan Times finally came

into being on September 1924 and was inaugurated by Mahatma Gandhi The newspaper was to

become a premier nationalist newspaper of the capital in the turbulent years preceding independence

From a humble beginning in a three-storey building the company has expanded its operations from

print to other media channels like radio internet events and marketing and strategic partnerships as

part of its endeavour to establish itself as a giant media conglomerate in the present times

September 26 1924

This date marked the august beginnings of Hindustan Times with Mahatma Gandhi the Father of the

Nation inaugurating the newspaper

1927

Hindustan Times was reborn as Hindustan Times Ltd a limited liability company

1936

The Hindi daily Hindustan was launched which remains the dominant newspaper in the Core Hindi

belt of northern India

1937

Devdas Gandhi was appointed the Managing Editor of the newspaper and remained the managing

editor till his death in 1957

Institute of Technology amp Science [ITS] Page 12

1942

The Hindustan Times was one of the few newspapers that stopped publishing the newspaper for four

and a half months as it refused to accept the British imposition of censorship on all newspapers

1947

The year India gained its freedom was also the year Hindustan Times attained the status of being the

dominant newspaper in Delhi

1957

The newspaper circulation grew from 58693 copies to 144287 in 1970 after KK Birla took over the

mantle from GD Birla

1960

The Hindi literary magazine Kadambini was launched

1964

The group started actively targeting the youth of India and launched the Nandan magazine

1991

At the start of liberalization of India Hindustan Times moved to becoming an autonomous power

centre in a mature democracy

1999

The Hindustan Times celebrated its platinum anniversary

2001

With a focus on localization five new editions for Calcutta Bhopal Ranchi Chandigarh and Jaipur

were launched

2003

The media business of was de-merged and incorporated under HT Media Ltd

2004

HT Media Ltd was listed as a public company and attracted external funding

2005

Hindustan Times successfully entered the Mumbai market with a refreshingly new product and

content mix

2006

Fever 104 FM is launched in technical collaboration with the Virgin Group Hindustan was

relaunched re-establishing the companys prominent presence in the regional news space

Institute of Technology amp Science [ITS] Page 13

2007

Mint the business paper in partnership with The Wall Street Journal was launched in Delhi and

Mumbai In the internet space Hindustantimescom was relaunched and Livemintcom was

introduced

2008

Firefly e-Ventures an HT Media Company launched its first portal for job seekers Shinecom

12 Details of the company

HT Media Limited found its beginning in 1924 when its flagship newspaper Hindustan Times was

inaugurated by Mahatma Gandhi HT Media (BSE NSE) has today grown to become one of Indias

largest media companies Produced by an editorial team known for its quality innovation and

integrity Hindustan Times (English) and Hindustan (Hindi) have a combined daily circulation of

225 million copies and a readership base of 124 million readers to their credit Both dailies enjoy

strong brand recognition among readers as well as advertisers To cater to the

large readership base HT Media Limited operates 19 printing facilities across India with an installed

capacity of 15 million copies per hour

In addition to Hindustan Times and Hindustan HT Media Limited also publishes a national business

newspaper Mint Mint is a one-of-its-kind newspaper in the sense that the company has an exclusive

agreement with the Wall Street Journal to publish Journal-branded news and information in India

Mint is today the second-largest business newspaper in India with presence in the key markets of

Delhi Mumbai and Bangalore

HT Media Limited through its subsidiary HT Music and Entertainment Company Ltd has made its

foray into electronic media Diversifying its ambit of operations the company in a consulting

partnership with Virgin Radio has launched the FM radio channel - Fever 104 Currently available in

Delhi and Mumbai Fever 104 has established a strong presence as being one of the most vibrant

channels on air In a short span of two years the channels rise has been meteoric considering its

position in Delhi as the No 2 station on the popularity charts

Internet businesses of HT Media Limited incorporated under Firefly e-ventures operate leading web

portals Hindustantimescom and livemintcom in the general and business news categories

respectively The company has recently launched Shinecom a job portal which has received high

appreciation from consumers and industry for its innovative design and usability

Institute of Technology amp Science [ITS] Page 14

HT Media Limited reported FY 2014 annual revenue of Rs 23630 million FOR

the fiscal year ended March 31 2014 the company reported a 12 increase in revenue to Rs 5859

million and a 22 increase EBITDA to 1175 million from the year-ago quarter

The Board of Directors and Management of HT Media Limited comprises eminent

persons from diverse professional fields who bring with them vast professional

experience to the company

A rich mix of veterans in media and top leaders from non-media sectors from both India and abroad

HT Media Limited Management team reflects the companys desire to be the best by leveraging

diverse strengths The management team comprises people from varied verticals such as media

FMCG telecom automobiles each of whom add fresh perspective to the rich experience of media

industry stalwarts This rich talent pool is ably assisted by our Global Think Tank

Board of Directors-

Chairperson - Shobhna Bhartiya

Chief Executive Officer - Rajiv Verma

Directors - KN Memani NK Singh Ajay Relan Mukesh Aghi

Whole time Directors - Priyavrat Singh Shamit Bhartiya

Institute of Technology amp Science [ITS] Page 10

CHAPTER-1

INTRODUCTION

Institute of Technology amp Science [ITS] Page 11

HT MEDIA LIMITED

11 History-

Hindustan Times was inaugurated by Mahatma Gandhi in 1924 Since then the newspaper has

established its presence as a newspaper with editorial excellence and integrity One of Indias leading

and most respected English dailies HT have always prided itself in spotting emerging trends and

reflecting the same through its unmatched editorial prowess Today Hindustan Times-Delhi edition

has the unique distinction of being the largest selling single edition English newspaper in India

QUICK OVERVIEW OF HISTORY

The Hindustan Times was the brainchild of the Akalis who felt that a newspaper in English would

enable them to reach an audience other than the Punjabi-reading one This was in the year 1922

From the outset the newspaper was set up to oppose the British The Hindustan Times finally came

into being on September 1924 and was inaugurated by Mahatma Gandhi The newspaper was to

become a premier nationalist newspaper of the capital in the turbulent years preceding independence

From a humble beginning in a three-storey building the company has expanded its operations from

print to other media channels like radio internet events and marketing and strategic partnerships as

part of its endeavour to establish itself as a giant media conglomerate in the present times

September 26 1924

This date marked the august beginnings of Hindustan Times with Mahatma Gandhi the Father of the

Nation inaugurating the newspaper

1927

Hindustan Times was reborn as Hindustan Times Ltd a limited liability company

1936

The Hindi daily Hindustan was launched which remains the dominant newspaper in the Core Hindi

belt of northern India

1937

Devdas Gandhi was appointed the Managing Editor of the newspaper and remained the managing

editor till his death in 1957

Institute of Technology amp Science [ITS] Page 12

1942

The Hindustan Times was one of the few newspapers that stopped publishing the newspaper for four

and a half months as it refused to accept the British imposition of censorship on all newspapers

1947

The year India gained its freedom was also the year Hindustan Times attained the status of being the

dominant newspaper in Delhi

1957

The newspaper circulation grew from 58693 copies to 144287 in 1970 after KK Birla took over the

mantle from GD Birla

1960

The Hindi literary magazine Kadambini was launched

1964

The group started actively targeting the youth of India and launched the Nandan magazine

1991

At the start of liberalization of India Hindustan Times moved to becoming an autonomous power

centre in a mature democracy

1999

The Hindustan Times celebrated its platinum anniversary

2001

With a focus on localization five new editions for Calcutta Bhopal Ranchi Chandigarh and Jaipur

were launched

2003

The media business of was de-merged and incorporated under HT Media Ltd

2004

HT Media Ltd was listed as a public company and attracted external funding

2005

Hindustan Times successfully entered the Mumbai market with a refreshingly new product and

content mix

2006

Fever 104 FM is launched in technical collaboration with the Virgin Group Hindustan was

relaunched re-establishing the companys prominent presence in the regional news space

Institute of Technology amp Science [ITS] Page 13

2007

Mint the business paper in partnership with The Wall Street Journal was launched in Delhi and

Mumbai In the internet space Hindustantimescom was relaunched and Livemintcom was

introduced

2008

Firefly e-Ventures an HT Media Company launched its first portal for job seekers Shinecom

12 Details of the company

HT Media Limited found its beginning in 1924 when its flagship newspaper Hindustan Times was

inaugurated by Mahatma Gandhi HT Media (BSE NSE) has today grown to become one of Indias

largest media companies Produced by an editorial team known for its quality innovation and

integrity Hindustan Times (English) and Hindustan (Hindi) have a combined daily circulation of

225 million copies and a readership base of 124 million readers to their credit Both dailies enjoy

strong brand recognition among readers as well as advertisers To cater to the

large readership base HT Media Limited operates 19 printing facilities across India with an installed

capacity of 15 million copies per hour

In addition to Hindustan Times and Hindustan HT Media Limited also publishes a national business

newspaper Mint Mint is a one-of-its-kind newspaper in the sense that the company has an exclusive

agreement with the Wall Street Journal to publish Journal-branded news and information in India

Mint is today the second-largest business newspaper in India with presence in the key markets of

Delhi Mumbai and Bangalore

HT Media Limited through its subsidiary HT Music and Entertainment Company Ltd has made its

foray into electronic media Diversifying its ambit of operations the company in a consulting

partnership with Virgin Radio has launched the FM radio channel - Fever 104 Currently available in

Delhi and Mumbai Fever 104 has established a strong presence as being one of the most vibrant

channels on air In a short span of two years the channels rise has been meteoric considering its

position in Delhi as the No 2 station on the popularity charts

Internet businesses of HT Media Limited incorporated under Firefly e-ventures operate leading web

portals Hindustantimescom and livemintcom in the general and business news categories

respectively The company has recently launched Shinecom a job portal which has received high

appreciation from consumers and industry for its innovative design and usability

Institute of Technology amp Science [ITS] Page 14

HT Media Limited reported FY 2014 annual revenue of Rs 23630 million FOR

the fiscal year ended March 31 2014 the company reported a 12 increase in revenue to Rs 5859

million and a 22 increase EBITDA to 1175 million from the year-ago quarter

The Board of Directors and Management of HT Media Limited comprises eminent

persons from diverse professional fields who bring with them vast professional

experience to the company

A rich mix of veterans in media and top leaders from non-media sectors from both India and abroad

HT Media Limited Management team reflects the companys desire to be the best by leveraging

diverse strengths The management team comprises people from varied verticals such as media

FMCG telecom automobiles each of whom add fresh perspective to the rich experience of media

industry stalwarts This rich talent pool is ably assisted by our Global Think Tank

Board of Directors-

Chairperson - Shobhna Bhartiya

Chief Executive Officer - Rajiv Verma

Directors - KN Memani NK Singh Ajay Relan Mukesh Aghi

Whole time Directors - Priyavrat Singh Shamit Bhartiya

Institute of Technology amp Science [ITS] Page 11

HT MEDIA LIMITED

11 History-

Hindustan Times was inaugurated by Mahatma Gandhi in 1924 Since then the newspaper has

established its presence as a newspaper with editorial excellence and integrity One of Indias leading

and most respected English dailies HT have always prided itself in spotting emerging trends and

reflecting the same through its unmatched editorial prowess Today Hindustan Times-Delhi edition

has the unique distinction of being the largest selling single edition English newspaper in India

QUICK OVERVIEW OF HISTORY

The Hindustan Times was the brainchild of the Akalis who felt that a newspaper in English would

enable them to reach an audience other than the Punjabi-reading one This was in the year 1922

From the outset the newspaper was set up to oppose the British The Hindustan Times finally came

into being on September 1924 and was inaugurated by Mahatma Gandhi The newspaper was to

become a premier nationalist newspaper of the capital in the turbulent years preceding independence

From a humble beginning in a three-storey building the company has expanded its operations from

print to other media channels like radio internet events and marketing and strategic partnerships as

part of its endeavour to establish itself as a giant media conglomerate in the present times

September 26 1924

This date marked the august beginnings of Hindustan Times with Mahatma Gandhi the Father of the

Nation inaugurating the newspaper

1927

Hindustan Times was reborn as Hindustan Times Ltd a limited liability company

1936

The Hindi daily Hindustan was launched which remains the dominant newspaper in the Core Hindi

belt of northern India

1937

Devdas Gandhi was appointed the Managing Editor of the newspaper and remained the managing

editor till his death in 1957

Institute of Technology amp Science [ITS] Page 12

1942

The Hindustan Times was one of the few newspapers that stopped publishing the newspaper for four

and a half months as it refused to accept the British imposition of censorship on all newspapers

1947

The year India gained its freedom was also the year Hindustan Times attained the status of being the

dominant newspaper in Delhi

1957

The newspaper circulation grew from 58693 copies to 144287 in 1970 after KK Birla took over the

mantle from GD Birla

1960

The Hindi literary magazine Kadambini was launched

1964

The group started actively targeting the youth of India and launched the Nandan magazine

1991

At the start of liberalization of India Hindustan Times moved to becoming an autonomous power

centre in a mature democracy

1999

The Hindustan Times celebrated its platinum anniversary

2001

With a focus on localization five new editions for Calcutta Bhopal Ranchi Chandigarh and Jaipur

were launched

2003

The media business of was de-merged and incorporated under HT Media Ltd

2004

HT Media Ltd was listed as a public company and attracted external funding

2005

Hindustan Times successfully entered the Mumbai market with a refreshingly new product and

content mix

2006

Fever 104 FM is launched in technical collaboration with the Virgin Group Hindustan was

relaunched re-establishing the companys prominent presence in the regional news space

Institute of Technology amp Science [ITS] Page 13

2007

Mint the business paper in partnership with The Wall Street Journal was launched in Delhi and

Mumbai In the internet space Hindustantimescom was relaunched and Livemintcom was

introduced

2008

Firefly e-Ventures an HT Media Company launched its first portal for job seekers Shinecom

12 Details of the company

HT Media Limited found its beginning in 1924 when its flagship newspaper Hindustan Times was

inaugurated by Mahatma Gandhi HT Media (BSE NSE) has today grown to become one of Indias

largest media companies Produced by an editorial team known for its quality innovation and

integrity Hindustan Times (English) and Hindustan (Hindi) have a combined daily circulation of

225 million copies and a readership base of 124 million readers to their credit Both dailies enjoy

strong brand recognition among readers as well as advertisers To cater to the

large readership base HT Media Limited operates 19 printing facilities across India with an installed

capacity of 15 million copies per hour

In addition to Hindustan Times and Hindustan HT Media Limited also publishes a national business

newspaper Mint Mint is a one-of-its-kind newspaper in the sense that the company has an exclusive

agreement with the Wall Street Journal to publish Journal-branded news and information in India

Mint is today the second-largest business newspaper in India with presence in the key markets of

Delhi Mumbai and Bangalore

HT Media Limited through its subsidiary HT Music and Entertainment Company Ltd has made its

foray into electronic media Diversifying its ambit of operations the company in a consulting

partnership with Virgin Radio has launched the FM radio channel - Fever 104 Currently available in

Delhi and Mumbai Fever 104 has established a strong presence as being one of the most vibrant

channels on air In a short span of two years the channels rise has been meteoric considering its

position in Delhi as the No 2 station on the popularity charts

Internet businesses of HT Media Limited incorporated under Firefly e-ventures operate leading web

portals Hindustantimescom and livemintcom in the general and business news categories

respectively The company has recently launched Shinecom a job portal which has received high

appreciation from consumers and industry for its innovative design and usability

Institute of Technology amp Science [ITS] Page 14

HT Media Limited reported FY 2014 annual revenue of Rs 23630 million FOR

the fiscal year ended March 31 2014 the company reported a 12 increase in revenue to Rs 5859

million and a 22 increase EBITDA to 1175 million from the year-ago quarter

The Board of Directors and Management of HT Media Limited comprises eminent

persons from diverse professional fields who bring with them vast professional

experience to the company

A rich mix of veterans in media and top leaders from non-media sectors from both India and abroad

HT Media Limited Management team reflects the companys desire to be the best by leveraging

diverse strengths The management team comprises people from varied verticals such as media

FMCG telecom automobiles each of whom add fresh perspective to the rich experience of media

industry stalwarts This rich talent pool is ably assisted by our Global Think Tank

Board of Directors-

Chairperson - Shobhna Bhartiya

Chief Executive Officer - Rajiv Verma

Directors - KN Memani NK Singh Ajay Relan Mukesh Aghi

Whole time Directors - Priyavrat Singh Shamit Bhartiya

Institute of Technology amp Science [ITS] Page 12

1942

The Hindustan Times was one of the few newspapers that stopped publishing the newspaper for four

and a half months as it refused to accept the British imposition of censorship on all newspapers

1947

The year India gained its freedom was also the year Hindustan Times attained the status of being the

dominant newspaper in Delhi

1957

The newspaper circulation grew from 58693 copies to 144287 in 1970 after KK Birla took over the

mantle from GD Birla

1960

The Hindi literary magazine Kadambini was launched

1964

The group started actively targeting the youth of India and launched the Nandan magazine

1991

At the start of liberalization of India Hindustan Times moved to becoming an autonomous power

centre in a mature democracy

1999

The Hindustan Times celebrated its platinum anniversary

2001

With a focus on localization five new editions for Calcutta Bhopal Ranchi Chandigarh and Jaipur

were launched

2003

The media business of was de-merged and incorporated under HT Media Ltd

2004

HT Media Ltd was listed as a public company and attracted external funding

2005

Hindustan Times successfully entered the Mumbai market with a refreshingly new product and

content mix

2006

Fever 104 FM is launched in technical collaboration with the Virgin Group Hindustan was

relaunched re-establishing the companys prominent presence in the regional news space

Institute of Technology amp Science [ITS] Page 13

2007

Mint the business paper in partnership with The Wall Street Journal was launched in Delhi and

Mumbai In the internet space Hindustantimescom was relaunched and Livemintcom was

introduced

2008

Firefly e-Ventures an HT Media Company launched its first portal for job seekers Shinecom

12 Details of the company

HT Media Limited found its beginning in 1924 when its flagship newspaper Hindustan Times was

inaugurated by Mahatma Gandhi HT Media (BSE NSE) has today grown to become one of Indias

largest media companies Produced by an editorial team known for its quality innovation and

integrity Hindustan Times (English) and Hindustan (Hindi) have a combined daily circulation of

225 million copies and a readership base of 124 million readers to their credit Both dailies enjoy

strong brand recognition among readers as well as advertisers To cater to the

large readership base HT Media Limited operates 19 printing facilities across India with an installed

capacity of 15 million copies per hour

In addition to Hindustan Times and Hindustan HT Media Limited also publishes a national business

newspaper Mint Mint is a one-of-its-kind newspaper in the sense that the company has an exclusive

agreement with the Wall Street Journal to publish Journal-branded news and information in India

Mint is today the second-largest business newspaper in India with presence in the key markets of

Delhi Mumbai and Bangalore

HT Media Limited through its subsidiary HT Music and Entertainment Company Ltd has made its

foray into electronic media Diversifying its ambit of operations the company in a consulting

partnership with Virgin Radio has launched the FM radio channel - Fever 104 Currently available in

Delhi and Mumbai Fever 104 has established a strong presence as being one of the most vibrant

channels on air In a short span of two years the channels rise has been meteoric considering its

position in Delhi as the No 2 station on the popularity charts

Internet businesses of HT Media Limited incorporated under Firefly e-ventures operate leading web

portals Hindustantimescom and livemintcom in the general and business news categories

respectively The company has recently launched Shinecom a job portal which has received high

appreciation from consumers and industry for its innovative design and usability

Institute of Technology amp Science [ITS] Page 14

HT Media Limited reported FY 2014 annual revenue of Rs 23630 million FOR

the fiscal year ended March 31 2014 the company reported a 12 increase in revenue to Rs 5859

million and a 22 increase EBITDA to 1175 million from the year-ago quarter

The Board of Directors and Management of HT Media Limited comprises eminent

persons from diverse professional fields who bring with them vast professional

experience to the company

A rich mix of veterans in media and top leaders from non-media sectors from both India and abroad

HT Media Limited Management team reflects the companys desire to be the best by leveraging

diverse strengths The management team comprises people from varied verticals such as media

FMCG telecom automobiles each of whom add fresh perspective to the rich experience of media

industry stalwarts This rich talent pool is ably assisted by our Global Think Tank

Board of Directors-

Chairperson - Shobhna Bhartiya

Chief Executive Officer - Rajiv Verma

Directors - KN Memani NK Singh Ajay Relan Mukesh Aghi

Whole time Directors - Priyavrat Singh Shamit Bhartiya

Institute of Technology amp Science [ITS] Page 13

2007

Mint the business paper in partnership with The Wall Street Journal was launched in Delhi and

Mumbai In the internet space Hindustantimescom was relaunched and Livemintcom was

introduced

2008

Firefly e-Ventures an HT Media Company launched its first portal for job seekers Shinecom

12 Details of the company

HT Media Limited found its beginning in 1924 when its flagship newspaper Hindustan Times was

inaugurated by Mahatma Gandhi HT Media (BSE NSE) has today grown to become one of Indias

largest media companies Produced by an editorial team known for its quality innovation and

integrity Hindustan Times (English) and Hindustan (Hindi) have a combined daily circulation of

225 million copies and a readership base of 124 million readers to their credit Both dailies enjoy

strong brand recognition among readers as well as advertisers To cater to the

large readership base HT Media Limited operates 19 printing facilities across India with an installed

capacity of 15 million copies per hour

In addition to Hindustan Times and Hindustan HT Media Limited also publishes a national business

newspaper Mint Mint is a one-of-its-kind newspaper in the sense that the company has an exclusive

agreement with the Wall Street Journal to publish Journal-branded news and information in India

Mint is today the second-largest business newspaper in India with presence in the key markets of

Delhi Mumbai and Bangalore

HT Media Limited through its subsidiary HT Music and Entertainment Company Ltd has made its

foray into electronic media Diversifying its ambit of operations the company in a consulting

partnership with Virgin Radio has launched the FM radio channel - Fever 104 Currently available in

Delhi and Mumbai Fever 104 has established a strong presence as being one of the most vibrant

channels on air In a short span of two years the channels rise has been meteoric considering its

position in Delhi as the No 2 station on the popularity charts

Internet businesses of HT Media Limited incorporated under Firefly e-ventures operate leading web

portals Hindustantimescom and livemintcom in the general and business news categories

respectively The company has recently launched Shinecom a job portal which has received high

appreciation from consumers and industry for its innovative design and usability

Institute of Technology amp Science [ITS] Page 14

HT Media Limited reported FY 2014 annual revenue of Rs 23630 million FOR

the fiscal year ended March 31 2014 the company reported a 12 increase in revenue to Rs 5859

million and a 22 increase EBITDA to 1175 million from the year-ago quarter

The Board of Directors and Management of HT Media Limited comprises eminent

persons from diverse professional fields who bring with them vast professional

experience to the company

A rich mix of veterans in media and top leaders from non-media sectors from both India and abroad

HT Media Limited Management team reflects the companys desire to be the best by leveraging

diverse strengths The management team comprises people from varied verticals such as media

FMCG telecom automobiles each of whom add fresh perspective to the rich experience of media

industry stalwarts This rich talent pool is ably assisted by our Global Think Tank

Board of Directors-

Chairperson - Shobhna Bhartiya

Chief Executive Officer - Rajiv Verma

Directors - KN Memani NK Singh Ajay Relan Mukesh Aghi

Whole time Directors - Priyavrat Singh Shamit Bhartiya

Institute of Technology amp Science [ITS] Page 14

HT Media Limited reported FY 2014 annual revenue of Rs 23630 million FOR

the fiscal year ended March 31 2014 the company reported a 12 increase in revenue to Rs 5859

million and a 22 increase EBITDA to 1175 million from the year-ago quarter

The Board of Directors and Management of HT Media Limited comprises eminent

persons from diverse professional fields who bring with them vast professional

experience to the company

A rich mix of veterans in media and top leaders from non-media sectors from both India and abroad

HT Media Limited Management team reflects the companys desire to be the best by leveraging

diverse strengths The management team comprises people from varied verticals such as media

FMCG telecom automobiles each of whom add fresh perspective to the rich experience of media

industry stalwarts This rich talent pool is ably assisted by our Global Think Tank

Board of Directors-

Chairperson - Shobhna Bhartiya

Chief Executive Officer - Rajiv Verma

Directors - KN Memani NK Singh Ajay Relan Mukesh Aghi

Whole time Directors - Priyavrat Singh Shamit Bhartiya

Institute of Technology amp Science [ITS] Page 15

13 CHAIRPERSON

SHOBHANA BHARTIA Chairperson 1(HT Media Ltd)

Mrs Shobhana Bhartia who has been associated with the company since its inception has taken over as the

Chairperson on September 18 2008 She has spearheaded the companys long-term vision and strategy Mrs

Bhartia is in charge of formulating and directing the editorial policies of the company and has more than 20

years of experience in the newspaper industry

Mrs Bhartia is a graduate from Calcutta University and is a recipient of the Padma Shri Award by the

Government of India in 2005 Mrs Bhartia has received several other awards including the Outstanding

Business Woman of the Year (2001) by PHD Chamber of Commerce amp Industry the Global Leader for Tomorrow

(1996) by the World Economic Forum Davos and the National Press India Award (1992) She has been on the

board of Indian Airlines Limited and on the North Regional Board of the Reserve Bank of India

Institute of Technology amp Science [ITS] Page 16

CHAPTER-2

VISION amp MISSION

VISION 1 To stand at a respectful position in this competitive marathon and also to keep up

the pace of the changing needs of their value readers

2 To win more and more readers to their cause

MISSION

1 The mission is to create space for the market share of MINT by tapping uncovered

market and by taking bites from competitorrsquos bit from market share

2 Getting the benefits of the paper to be known to the market

3 They endeavor to improve the quality of peoplersquos lives by empowering them through

information entertainment amp education

The values personified by HT Media are

Courage

To encourage the ability that meets opposition with skill competence and

fortitude

Responsibility Be accountable for results in line with the companyrsquos objectives

Strategies and values

Empowerment Support our people and give them the freedom to perform and to provide

our readers with information to influence their environment

Continuous Self Renewal Determination to constantly re-examine and re-invent ourselves for further

innovation and creativity

People Centric

People are our greatest asset We invest in them expect a lot and know that the rest

will follow

Institute of Technology amp Science [ITS] Page 17

CHAPTER-3

PRODUCT PROFILE

HT Media Limited

Print Radio Internet

Institute of Technology amp Science [ITS] Page 18

PRINT

English-

Hindustan Times

Mint

Brunch

Hindi-

Hindustan

Nandan

Kadambini

RADIO-

Fever 104 FM

INTERNET-

With brands like HindustanTimescom Livemint Desimartini and Shinecom Firefly spearheads

Hindustan Media Ventures Limited foray into the Internet media space

Firefly e-Ventures Ltd a 100 Hindustan Media Ventures subsidiary focuses on creating and

building brands and businesses in the Internet media space Firefly aims to combine Hindustan

Mediarsquos 84-year old legacy as one of Indiarsquos largest and most respected names in the media industry

with the innovation and energy that characterize the Internet space

Compelling product ideas creative use of design and intuitive user interface backed by a

knowledgeable sales force and customer service are the hallmarks of Firefly products With brands

like Hindustantimescom Livemintcom Desimartinicom and Shinecom in its portfolio Firefly

promises to be an exciting addition to the Hindustan Media family

Institute of Technology amp Science [ITS] Page 19

Some internet contact-

Livehindustancom

Livehindustancom is the online edition of the Hindi newspaper Hindustan It offers browsers a

multimedia news experience that brings news to life It offers instant business updates ball by ball

cricket coverage and special online-only features

Livemintcom

Livemintcom is the online version of the business daily Mint It offers online global news breaking

news current news along with financial technological and economic news

Shinecom

Shinecom is a job portal that helps the candidates to get the right job It

enables job seekers and employers to reach out to each other in novel ways

Shinecom now offers social media hiring through tie-up with MyParichay

With an ever increasing database of job seekers and employers it is one of the leading job portals of

IndiaShine Jobs a weekly supplement in association with Shinecom offers readers a cross platform

access to jobs on a recruitment platform that spans both the print and online mediums This offers

job seekers and employers a combined platform to reach out to and engage with each other

Shine Jobs was re-launched with a brand new look and feel with the promise of a variety of jobs for

its readers It now carries top jobs from leading companies in the country showcasing the best jobs

available on Shinecom across managerial levels industries and cities It offers the most valuable

content on overall career development interview tips HR trends hot hiring sectors and many more

useful career related

DesiMartinicom

Desimartinicom is an online movie review platform that offers information updates and reviews

about new as well as upcoming movies It is Indiarsquos one of the most popular movies review amp rating

site with its viewership growing from 3 Million page views a month to 7 Million page views a month

Its primary proposition and differentiation is ldquoPublic Reviews and Ratingsrdquo

Institute of Technology amp Science [ITS] Page 16

CHAPTER-2

VISION amp MISSION

VISION 1 To stand at a respectful position in this competitive marathon and also to keep up

the pace of the changing needs of their value readers

2 To win more and more readers to their cause

MISSION

1 The mission is to create space for the market share of MINT by tapping uncovered

market and by taking bites from competitorrsquos bit from market share

2 Getting the benefits of the paper to be known to the market

3 They endeavor to improve the quality of peoplersquos lives by empowering them through

information entertainment amp education

The values personified by HT Media are

Courage

To encourage the ability that meets opposition with skill competence and

fortitude

Responsibility Be accountable for results in line with the companyrsquos objectives

Strategies and values

Empowerment Support our people and give them the freedom to perform and to provide

our readers with information to influence their environment

Continuous Self Renewal Determination to constantly re-examine and re-invent ourselves for further

innovation and creativity

People Centric

People are our greatest asset We invest in them expect a lot and know that the rest

will follow

Institute of Technology amp Science [ITS] Page 17

CHAPTER-3

PRODUCT PROFILE

HT Media Limited

Print Radio Internet

Institute of Technology amp Science [ITS] Page 18

PRINT

English-

Hindustan Times

Mint

Brunch

Hindi-

Hindustan

Nandan

Kadambini

RADIO-

Fever 104 FM

INTERNET-

With brands like HindustanTimescom Livemint Desimartini and Shinecom Firefly spearheads

Hindustan Media Ventures Limited foray into the Internet media space

Firefly e-Ventures Ltd a 100 Hindustan Media Ventures subsidiary focuses on creating and

building brands and businesses in the Internet media space Firefly aims to combine Hindustan

Mediarsquos 84-year old legacy as one of Indiarsquos largest and most respected names in the media industry

with the innovation and energy that characterize the Internet space

Compelling product ideas creative use of design and intuitive user interface backed by a

knowledgeable sales force and customer service are the hallmarks of Firefly products With brands

like Hindustantimescom Livemintcom Desimartinicom and Shinecom in its portfolio Firefly

promises to be an exciting addition to the Hindustan Media family

Institute of Technology amp Science [ITS] Page 19

Some internet contact-

Livehindustancom

Livehindustancom is the online edition of the Hindi newspaper Hindustan It offers browsers a

multimedia news experience that brings news to life It offers instant business updates ball by ball

cricket coverage and special online-only features

Livemintcom

Livemintcom is the online version of the business daily Mint It offers online global news breaking

news current news along with financial technological and economic news

Shinecom

Shinecom is a job portal that helps the candidates to get the right job It

enables job seekers and employers to reach out to each other in novel ways

Shinecom now offers social media hiring through tie-up with MyParichay

With an ever increasing database of job seekers and employers it is one of the leading job portals of

IndiaShine Jobs a weekly supplement in association with Shinecom offers readers a cross platform

access to jobs on a recruitment platform that spans both the print and online mediums This offers

job seekers and employers a combined platform to reach out to and engage with each other

Shine Jobs was re-launched with a brand new look and feel with the promise of a variety of jobs for

its readers It now carries top jobs from leading companies in the country showcasing the best jobs

available on Shinecom across managerial levels industries and cities It offers the most valuable

content on overall career development interview tips HR trends hot hiring sectors and many more

useful career related

DesiMartinicom

Desimartinicom is an online movie review platform that offers information updates and reviews

about new as well as upcoming movies It is Indiarsquos one of the most popular movies review amp rating

site with its viewership growing from 3 Million page views a month to 7 Million page views a month

Its primary proposition and differentiation is ldquoPublic Reviews and Ratingsrdquo

Institute of Technology amp Science [ITS] Page 17

CHAPTER-3

PRODUCT PROFILE

HT Media Limited

Print Radio Internet

Institute of Technology amp Science [ITS] Page 18

PRINT

English-

Hindustan Times

Mint

Brunch

Hindi-

Hindustan

Nandan

Kadambini

RADIO-

Fever 104 FM

INTERNET-

With brands like HindustanTimescom Livemint Desimartini and Shinecom Firefly spearheads

Hindustan Media Ventures Limited foray into the Internet media space

Firefly e-Ventures Ltd a 100 Hindustan Media Ventures subsidiary focuses on creating and

building brands and businesses in the Internet media space Firefly aims to combine Hindustan

Mediarsquos 84-year old legacy as one of Indiarsquos largest and most respected names in the media industry

with the innovation and energy that characterize the Internet space

Compelling product ideas creative use of design and intuitive user interface backed by a

knowledgeable sales force and customer service are the hallmarks of Firefly products With brands

like Hindustantimescom Livemintcom Desimartinicom and Shinecom in its portfolio Firefly

promises to be an exciting addition to the Hindustan Media family

Institute of Technology amp Science [ITS] Page 19

Some internet contact-

Livehindustancom

Livehindustancom is the online edition of the Hindi newspaper Hindustan It offers browsers a

multimedia news experience that brings news to life It offers instant business updates ball by ball

cricket coverage and special online-only features

Livemintcom

Livemintcom is the online version of the business daily Mint It offers online global news breaking

news current news along with financial technological and economic news

Shinecom

Shinecom is a job portal that helps the candidates to get the right job It

enables job seekers and employers to reach out to each other in novel ways

Shinecom now offers social media hiring through tie-up with MyParichay

With an ever increasing database of job seekers and employers it is one of the leading job portals of

IndiaShine Jobs a weekly supplement in association with Shinecom offers readers a cross platform

access to jobs on a recruitment platform that spans both the print and online mediums This offers

job seekers and employers a combined platform to reach out to and engage with each other

Shine Jobs was re-launched with a brand new look and feel with the promise of a variety of jobs for

its readers It now carries top jobs from leading companies in the country showcasing the best jobs

available on Shinecom across managerial levels industries and cities It offers the most valuable

content on overall career development interview tips HR trends hot hiring sectors and many more

useful career related

DesiMartinicom

Desimartinicom is an online movie review platform that offers information updates and reviews

about new as well as upcoming movies It is Indiarsquos one of the most popular movies review amp rating

site with its viewership growing from 3 Million page views a month to 7 Million page views a month

Its primary proposition and differentiation is ldquoPublic Reviews and Ratingsrdquo

Institute of Technology amp Science [ITS] Page 18

PRINT

English-

Hindustan Times

Mint

Brunch

Hindi-

Hindustan

Nandan

Kadambini

RADIO-

Fever 104 FM

INTERNET-

With brands like HindustanTimescom Livemint Desimartini and Shinecom Firefly spearheads

Hindustan Media Ventures Limited foray into the Internet media space

Firefly e-Ventures Ltd a 100 Hindustan Media Ventures subsidiary focuses on creating and

building brands and businesses in the Internet media space Firefly aims to combine Hindustan

Mediarsquos 84-year old legacy as one of Indiarsquos largest and most respected names in the media industry

with the innovation and energy that characterize the Internet space

Compelling product ideas creative use of design and intuitive user interface backed by a

knowledgeable sales force and customer service are the hallmarks of Firefly products With brands

like Hindustantimescom Livemintcom Desimartinicom and Shinecom in its portfolio Firefly

promises to be an exciting addition to the Hindustan Media family

Institute of Technology amp Science [ITS] Page 19

Some internet contact-

Livehindustancom

Livehindustancom is the online edition of the Hindi newspaper Hindustan It offers browsers a

multimedia news experience that brings news to life It offers instant business updates ball by ball

cricket coverage and special online-only features

Livemintcom

Livemintcom is the online version of the business daily Mint It offers online global news breaking

news current news along with financial technological and economic news

Shinecom

Shinecom is a job portal that helps the candidates to get the right job It

enables job seekers and employers to reach out to each other in novel ways

Shinecom now offers social media hiring through tie-up with MyParichay

With an ever increasing database of job seekers and employers it is one of the leading job portals of

IndiaShine Jobs a weekly supplement in association with Shinecom offers readers a cross platform

access to jobs on a recruitment platform that spans both the print and online mediums This offers

job seekers and employers a combined platform to reach out to and engage with each other

Shine Jobs was re-launched with a brand new look and feel with the promise of a variety of jobs for

its readers It now carries top jobs from leading companies in the country showcasing the best jobs

available on Shinecom across managerial levels industries and cities It offers the most valuable

content on overall career development interview tips HR trends hot hiring sectors and many more

useful career related

DesiMartinicom

Desimartinicom is an online movie review platform that offers information updates and reviews

about new as well as upcoming movies It is Indiarsquos one of the most popular movies review amp rating

site with its viewership growing from 3 Million page views a month to 7 Million page views a month

Its primary proposition and differentiation is ldquoPublic Reviews and Ratingsrdquo

Institute of Technology amp Science [ITS] Page 19

Some internet contact-

Livehindustancom

Livehindustancom is the online edition of the Hindi newspaper Hindustan It offers browsers a

multimedia news experience that brings news to life It offers instant business updates ball by ball

cricket coverage and special online-only features

Livemintcom

Livemintcom is the online version of the business daily Mint It offers online global news breaking

news current news along with financial technological and economic news

Shinecom

Shinecom is a job portal that helps the candidates to get the right job It

enables job seekers and employers to reach out to each other in novel ways

Shinecom now offers social media hiring through tie-up with MyParichay

With an ever increasing database of job seekers and employers it is one of the leading job portals of

IndiaShine Jobs a weekly supplement in association with Shinecom offers readers a cross platform

access to jobs on a recruitment platform that spans both the print and online mediums This offers

job seekers and employers a combined platform to reach out to and engage with each other

Shine Jobs was re-launched with a brand new look and feel with the promise of a variety of jobs for

its readers It now carries top jobs from leading companies in the country showcasing the best jobs

available on Shinecom across managerial levels industries and cities It offers the most valuable

content on overall career development interview tips HR trends hot hiring sectors and many more

useful career related

DesiMartinicom

Desimartinicom is an online movie review platform that offers information updates and reviews

about new as well as upcoming movies It is Indiarsquos one of the most popular movies review amp rating

site with its viewership growing from 3 Million page views a month to 7 Million page views a month

Its primary proposition and differentiation is ldquoPublic Reviews and Ratingsrdquo

Institute of Technology amp Science [ITS] Page 20

Hindustan Times

With multiple new initiatives to build business and editorial excellence the Companyrsquos flagship

newspaper Hindustan Times (HT) achieved new milestones of success during the year It remained

the leading English daily in Delhi for the 13th Indian Readership Survey (IRS) round in a row and

was the second largest newspaper (broadsheet) by readership in Mumbai With a steadily growing

reader base at the national level the newspaper has a readership of 434 Million as per the IRS

results for 2013Amongst one of the widely-read English dailies in the country Hindustan Times is

published from Delhi Gurgaon Noida Mumbai Mohali Jalandhar Lucknow Kanpur Allahabad

Varanasi Bhopal Indore Patna Ranchi Jamshedpur and KolkataHT continued to be ahead of

competition in Delhi and NCR It registered a daily readership (Average Issue Readership or AIR) of

227 Million In NCR alone HT registered a healthy 11 percent growth in readership over the year

HT Mumbai continued to be a strong growth centre in terms of readership The newspaper

consolidated its No 2 position in the city with an AIR of 136 Million It has remained the No 2

English broadsheet in the city for the last 10 IRS rounds

Punjab also added the maximum number of readers among all English newspapers in the state In

addition to growing its readership in Chandigarh the newspaper has also made major inroads into the

top cities of Amritsar Ludhiana and Jalandhar

HT City amp Brunch

Hindustan Timesrsquo supplements HT City and Brunch continued to gain popularity among readers

during the year Research shows that about 75 percent of all Hindustan Times readers read HT City

which offers them the best in Entertainment City amp Campus Art amp Lifestyle As part of its special

focus on City amp Campus a special series on Women Safety called lsquoSafe in the Cityrsquo was launched in

the wake of the tragic December 16 incident Other initiatives included Campus Calling Fresh on

Campus and Youth Nexus which focused on the new session of Delhi University

Brunch HTrsquos weekly Sunday magazine is the largest read English lifestyle magazine in India with a

weighted average per week circulation of 11 Million

Institute of Technology amp Science [ITS] Page 21

Mint

Mint the vibrant business daily of HT Media continued on its exciting

journey of growth and expansion during the year While retaining its No

2 position in the niche business newspaper segment in the country it

expanded globally with the launch of its Singapore edition

Maintaining a steady position it has emerged as the preferred choice of

the discerning reader

Mint has maintained its dominant presence in metros with the best readership profile among business

dailies It commands a combined readership share of 28 percent in key markets of Delhi-NCR

Mumbai Bengaluru Kolkata Chennai amp Ahmadabad put together It has a readership (AIR) of 031

Million (IRS 2013) and an exclusive readership of 90 percent

In a first for an Indian media company Mint went global on April 5 2013 With the launch of its

Singapore edition it took a major step forward in its goal of becoming a regional media brand

MintAsia will be published every Friday in Singapore presenting clear-minded weekly in-depth

analysis and sharp insights that will keep the global audience abreast of developments shaping the

Indian economy and markets

Mint which reaches the whorsquos who of corporate India achieved a milestone in its journey of

excellence during the year by winning the glorious Media Tenorrsquos Best Business Media Award

2012 The award holds great prestige globally and honors diverse informative and balanced business

coverage Mint has already won two SOPA (Society of Publishers in Asia) awards for its journalistic

initiatives on the changing role of people and on the status of women in India

SUPPLEMENTS OF MINT

1 MINT LOUNGE

Lounge is the weekend edition of Mint Every Saturday Lounge presents a visually

engaging look at the Business of Life With articles on Travel Gadgets Fashion Books Culture

Parenting and Food the editors and columnists of Lounge bring the perfect work-life balance to the

week

Institute of Technology amp Science [ITS] Page 22

2 MINT MONEY

Mint Money is a daily section on Markets amp Personal Finance that comes inside

Mint Through its researched and analyzed content Mint Money helps its readers develop an

understanding of how various financial products and markets work It provides clear and credible

coverage across the entire gamut of investment products ndash Equities Mutual Funds Commodities Real

Estate and Insurance which helps its readers become smart money managers

Consumers are seeking to bridge the gap between information and understanding so that they can take

the right calls in todayrsquos changing market scenario With its clear and analyzed content Mint Money

seeks to aid the consumer in bridging this gap

3 MINT INDULGE

Mint Indulge is the Luxury and Lifestyle quarterly publication

A complimentary read for Mintrsquos readers across India Mint Indulge focuses on the passions amp

indulgences of Indias top business leaders and serve as their best buying guide for the season Mint

Indulge showcases the most inspirational international brands which look at India as a promising

market to drive the next growth wave for them

MINT as your Business paper

The Berliner size refreshing printing amp easy language just adds to the pleasure of reading financial

news

Get yourself updated with the Current Affairs in the Financial amp Political arena of the country

MINT Leisure section can be used a perfect weekend planner

MINT Money ndash Provides deep insights on the Stock Market amp other financial products from its

News to its Performance

Get updated with the World financial news with lsquoThe Wall Street Journalrsquo section

MINT Lounge ndash the weekend magazine gives information about Entertainment Travel Health

Lifestyle Technology

The strong MINT Editorial Team gives you a clear amp unbiased view on the current happenings of

our Financial sector

The investment expert gives you guidance on Money Management

MINT Indulge (separately subscribed)ndash that comes monthlybi-monthly gives insights on the

various Luxury Brands Products across the globe

Institute of Technology amp Science [ITS] Page 23

Hindustan

Maintaining pace with the growing Hindi readership Hindustan retained its No 2 position at national

level in the IRS (2013) results With a Total Readership (TR) of 391 Million and an AIR at 1425

Million the daily continued to consolidate its position during CY 2014

Hindustan continues to reap the benefits of completing its expansion process in Uttar Pradesh (UP)

amp Uttarakhand The most impressive gains for the newspaper came in UP - 16 percent over the last

2 years - to post 148 Million readers

Hindustan has established a pan-UP presence with 12 editions and 11 Million copies distributed

daily across the state Hindustan now has 763 Million AIR in UP amp Uttarakhand

Hindustan continues to post robust growth in relative market share across all key cities of UP It

retains its No 1 position in Bareilly while continuing gains from new launches in Aligarh amp

Moradabad

Hindustan continues to dominate Bihar and Jharkhand as the single largest daily It has an AIR of

427 Million readers and a readership share of 68 percent in Bihar Similarly it has a 140 Million

AIR with a reader share of 46 percent in Jharkhand

Institute of Technology amp Science [ITS] Page 24

CHAPTER- 4

Partners

Partners of Hindustan Times Media Limited

Burda

Redmatch

The Wall Street Journal

Velti

Virgin

Burda

Burda has interests in publishing radio event management and the internet Apart from staging the

largest premium annual digital conference in Europe Burda also publishes and prints several hundred

magazines including local editions of Elle Playboy and Focus and catalogs In June 2008 Dr Burda

was conferred with the Hall of Fame 2008 award in Germany by the Manager magazine earlier this

week for his outstanding contribution to the economic social and political development of Germany

Redmatch

Redmatch is a world leader in online recruitment solutions Using unique Real-Time Job Matching

technology Redmatch enables recruiters to find and hire the best people faster and more cost

effectively Thousands of satisfied users are already using the Redmatch products Redmatch

provides a variety of products including- Job portals solutions newspaper online employment

advertising solutions corporate Applicant Tracking Systems staffing companies solutions and more

The Wall Street Journal

The Wall Street Journal the flagship publication of Dow Jones amp Company (NYSE DJ

wwwdowjonescom) is the worlds leading business publication Founded in 1889 The Wall Street

Journal has a print and online circulation of nearly 21 million reaching the nations top business and

political leaders as well as investors across the country Holding 31 Pulitzer Prizes for outstanding

journalism the Journal seeks to help its readers succeed by providing essential and relevant

information presented accurately and fairly from an authoritative and trusted source The Wall

Institute of Technology amp Science [ITS] Page 21

Mint

Mint the vibrant business daily of HT Media continued on its exciting

journey of growth and expansion during the year While retaining its No

2 position in the niche business newspaper segment in the country it

expanded globally with the launch of its Singapore edition

Maintaining a steady position it has emerged as the preferred choice of

the discerning reader

Mint has maintained its dominant presence in metros with the best readership profile among business

dailies It commands a combined readership share of 28 percent in key markets of Delhi-NCR

Mumbai Bengaluru Kolkata Chennai amp Ahmadabad put together It has a readership (AIR) of 031

Million (IRS 2013) and an exclusive readership of 90 percent

In a first for an Indian media company Mint went global on April 5 2013 With the launch of its

Singapore edition it took a major step forward in its goal of becoming a regional media brand

MintAsia will be published every Friday in Singapore presenting clear-minded weekly in-depth

analysis and sharp insights that will keep the global audience abreast of developments shaping the

Indian economy and markets

Mint which reaches the whorsquos who of corporate India achieved a milestone in its journey of

excellence during the year by winning the glorious Media Tenorrsquos Best Business Media Award

2012 The award holds great prestige globally and honors diverse informative and balanced business

coverage Mint has already won two SOPA (Society of Publishers in Asia) awards for its journalistic

initiatives on the changing role of people and on the status of women in India

SUPPLEMENTS OF MINT

1 MINT LOUNGE

Lounge is the weekend edition of Mint Every Saturday Lounge presents a visually

engaging look at the Business of Life With articles on Travel Gadgets Fashion Books Culture

Parenting and Food the editors and columnists of Lounge bring the perfect work-life balance to the

week

Institute of Technology amp Science [ITS] Page 22

2 MINT MONEY

Mint Money is a daily section on Markets amp Personal Finance that comes inside

Mint Through its researched and analyzed content Mint Money helps its readers develop an

understanding of how various financial products and markets work It provides clear and credible

coverage across the entire gamut of investment products ndash Equities Mutual Funds Commodities Real

Estate and Insurance which helps its readers become smart money managers

Consumers are seeking to bridge the gap between information and understanding so that they can take

the right calls in todayrsquos changing market scenario With its clear and analyzed content Mint Money

seeks to aid the consumer in bridging this gap

3 MINT INDULGE

Mint Indulge is the Luxury and Lifestyle quarterly publication

A complimentary read for Mintrsquos readers across India Mint Indulge focuses on the passions amp

indulgences of Indias top business leaders and serve as their best buying guide for the season Mint

Indulge showcases the most inspirational international brands which look at India as a promising

market to drive the next growth wave for them

MINT as your Business paper

The Berliner size refreshing printing amp easy language just adds to the pleasure of reading financial

news

Get yourself updated with the Current Affairs in the Financial amp Political arena of the country

MINT Leisure section can be used a perfect weekend planner

MINT Money ndash Provides deep insights on the Stock Market amp other financial products from its

News to its Performance

Get updated with the World financial news with lsquoThe Wall Street Journalrsquo section

MINT Lounge ndash the weekend magazine gives information about Entertainment Travel Health

Lifestyle Technology

The strong MINT Editorial Team gives you a clear amp unbiased view on the current happenings of

our Financial sector

The investment expert gives you guidance on Money Management

MINT Indulge (separately subscribed)ndash that comes monthlybi-monthly gives insights on the

various Luxury Brands Products across the globe

Institute of Technology amp Science [ITS] Page 23

Hindustan

Maintaining pace with the growing Hindi readership Hindustan retained its No 2 position at national

level in the IRS (2013) results With a Total Readership (TR) of 391 Million and an AIR at 1425

Million the daily continued to consolidate its position during CY 2014

Hindustan continues to reap the benefits of completing its expansion process in Uttar Pradesh (UP)

amp Uttarakhand The most impressive gains for the newspaper came in UP - 16 percent over the last

2 years - to post 148 Million readers

Hindustan has established a pan-UP presence with 12 editions and 11 Million copies distributed

daily across the state Hindustan now has 763 Million AIR in UP amp Uttarakhand

Hindustan continues to post robust growth in relative market share across all key cities of UP It

retains its No 1 position in Bareilly while continuing gains from new launches in Aligarh amp

Moradabad

Hindustan continues to dominate Bihar and Jharkhand as the single largest daily It has an AIR of

427 Million readers and a readership share of 68 percent in Bihar Similarly it has a 140 Million

AIR with a reader share of 46 percent in Jharkhand

Institute of Technology amp Science [ITS] Page 24

CHAPTER- 4

Partners

Partners of Hindustan Times Media Limited

Burda

Redmatch

The Wall Street Journal

Velti

Virgin

Burda

Burda has interests in publishing radio event management and the internet Apart from staging the

largest premium annual digital conference in Europe Burda also publishes and prints several hundred

magazines including local editions of Elle Playboy and Focus and catalogs In June 2008 Dr Burda

was conferred with the Hall of Fame 2008 award in Germany by the Manager magazine earlier this

week for his outstanding contribution to the economic social and political development of Germany

Redmatch

Redmatch is a world leader in online recruitment solutions Using unique Real-Time Job Matching

technology Redmatch enables recruiters to find and hire the best people faster and more cost

effectively Thousands of satisfied users are already using the Redmatch products Redmatch

provides a variety of products including- Job portals solutions newspaper online employment

advertising solutions corporate Applicant Tracking Systems staffing companies solutions and more

The Wall Street Journal

The Wall Street Journal the flagship publication of Dow Jones amp Company (NYSE DJ

wwwdowjonescom) is the worlds leading business publication Founded in 1889 The Wall Street

Journal has a print and online circulation of nearly 21 million reaching the nations top business and

political leaders as well as investors across the country Holding 31 Pulitzer Prizes for outstanding

journalism the Journal seeks to help its readers succeed by providing essential and relevant

information presented accurately and fairly from an authoritative and trusted source The Wall

Institute of Technology amp Science [ITS] Page 22

2 MINT MONEY

Mint Money is a daily section on Markets amp Personal Finance that comes inside

Mint Through its researched and analyzed content Mint Money helps its readers develop an

understanding of how various financial products and markets work It provides clear and credible

coverage across the entire gamut of investment products ndash Equities Mutual Funds Commodities Real

Estate and Insurance which helps its readers become smart money managers

Consumers are seeking to bridge the gap between information and understanding so that they can take

the right calls in todayrsquos changing market scenario With its clear and analyzed content Mint Money

seeks to aid the consumer in bridging this gap

3 MINT INDULGE

Mint Indulge is the Luxury and Lifestyle quarterly publication

A complimentary read for Mintrsquos readers across India Mint Indulge focuses on the passions amp

indulgences of Indias top business leaders and serve as their best buying guide for the season Mint

Indulge showcases the most inspirational international brands which look at India as a promising

market to drive the next growth wave for them

MINT as your Business paper

The Berliner size refreshing printing amp easy language just adds to the pleasure of reading financial

news

Get yourself updated with the Current Affairs in the Financial amp Political arena of the country

MINT Leisure section can be used a perfect weekend planner

MINT Money ndash Provides deep insights on the Stock Market amp other financial products from its

News to its Performance

Get updated with the World financial news with lsquoThe Wall Street Journalrsquo section

MINT Lounge ndash the weekend magazine gives information about Entertainment Travel Health

Lifestyle Technology

The strong MINT Editorial Team gives you a clear amp unbiased view on the current happenings of

our Financial sector

The investment expert gives you guidance on Money Management

MINT Indulge (separately subscribed)ndash that comes monthlybi-monthly gives insights on the

various Luxury Brands Products across the globe

Institute of Technology amp Science [ITS] Page 23

Hindustan

Maintaining pace with the growing Hindi readership Hindustan retained its No 2 position at national

level in the IRS (2013) results With a Total Readership (TR) of 391 Million and an AIR at 1425

Million the daily continued to consolidate its position during CY 2014

Hindustan continues to reap the benefits of completing its expansion process in Uttar Pradesh (UP)

amp Uttarakhand The most impressive gains for the newspaper came in UP - 16 percent over the last

2 years - to post 148 Million readers

Hindustan has established a pan-UP presence with 12 editions and 11 Million copies distributed

daily across the state Hindustan now has 763 Million AIR in UP amp Uttarakhand

Hindustan continues to post robust growth in relative market share across all key cities of UP It

retains its No 1 position in Bareilly while continuing gains from new launches in Aligarh amp

Moradabad

Hindustan continues to dominate Bihar and Jharkhand as the single largest daily It has an AIR of

427 Million readers and a readership share of 68 percent in Bihar Similarly it has a 140 Million

AIR with a reader share of 46 percent in Jharkhand

Institute of Technology amp Science [ITS] Page 24

CHAPTER- 4

Partners

Partners of Hindustan Times Media Limited

Burda

Redmatch

The Wall Street Journal

Velti

Virgin

Burda

Burda has interests in publishing radio event management and the internet Apart from staging the

largest premium annual digital conference in Europe Burda also publishes and prints several hundred

magazines including local editions of Elle Playboy and Focus and catalogs In June 2008 Dr Burda

was conferred with the Hall of Fame 2008 award in Germany by the Manager magazine earlier this

week for his outstanding contribution to the economic social and political development of Germany

Redmatch

Redmatch is a world leader in online recruitment solutions Using unique Real-Time Job Matching

technology Redmatch enables recruiters to find and hire the best people faster and more cost

effectively Thousands of satisfied users are already using the Redmatch products Redmatch

provides a variety of products including- Job portals solutions newspaper online employment

advertising solutions corporate Applicant Tracking Systems staffing companies solutions and more

The Wall Street Journal

The Wall Street Journal the flagship publication of Dow Jones amp Company (NYSE DJ

wwwdowjonescom) is the worlds leading business publication Founded in 1889 The Wall Street

Journal has a print and online circulation of nearly 21 million reaching the nations top business and

political leaders as well as investors across the country Holding 31 Pulitzer Prizes for outstanding

journalism the Journal seeks to help its readers succeed by providing essential and relevant

information presented accurately and fairly from an authoritative and trusted source The Wall

Institute of Technology amp Science [ITS] Page 23

Hindustan

Maintaining pace with the growing Hindi readership Hindustan retained its No 2 position at national

level in the IRS (2013) results With a Total Readership (TR) of 391 Million and an AIR at 1425

Million the daily continued to consolidate its position during CY 2014

Hindustan continues to reap the benefits of completing its expansion process in Uttar Pradesh (UP)

amp Uttarakhand The most impressive gains for the newspaper came in UP - 16 percent over the last

2 years - to post 148 Million readers

Hindustan has established a pan-UP presence with 12 editions and 11 Million copies distributed

daily across the state Hindustan now has 763 Million AIR in UP amp Uttarakhand

Hindustan continues to post robust growth in relative market share across all key cities of UP It

retains its No 1 position in Bareilly while continuing gains from new launches in Aligarh amp

Moradabad

Hindustan continues to dominate Bihar and Jharkhand as the single largest daily It has an AIR of

427 Million readers and a readership share of 68 percent in Bihar Similarly it has a 140 Million

AIR with a reader share of 46 percent in Jharkhand

Institute of Technology amp Science [ITS] Page 24

CHAPTER- 4

Partners

Partners of Hindustan Times Media Limited

Burda

Redmatch

The Wall Street Journal

Velti

Virgin

Burda

Burda has interests in publishing radio event management and the internet Apart from staging the

largest premium annual digital conference in Europe Burda also publishes and prints several hundred

magazines including local editions of Elle Playboy and Focus and catalogs In June 2008 Dr Burda

was conferred with the Hall of Fame 2008 award in Germany by the Manager magazine earlier this

week for his outstanding contribution to the economic social and political development of Germany

Redmatch

Redmatch is a world leader in online recruitment solutions Using unique Real-Time Job Matching

technology Redmatch enables recruiters to find and hire the best people faster and more cost

effectively Thousands of satisfied users are already using the Redmatch products Redmatch

provides a variety of products including- Job portals solutions newspaper online employment

advertising solutions corporate Applicant Tracking Systems staffing companies solutions and more

The Wall Street Journal

The Wall Street Journal the flagship publication of Dow Jones amp Company (NYSE DJ

wwwdowjonescom) is the worlds leading business publication Founded in 1889 The Wall Street

Journal has a print and online circulation of nearly 21 million reaching the nations top business and

political leaders as well as investors across the country Holding 31 Pulitzer Prizes for outstanding

journalism the Journal seeks to help its readers succeed by providing essential and relevant

information presented accurately and fairly from an authoritative and trusted source The Wall

Institute of Technology amp Science [ITS] Page 24

CHAPTER- 4

Partners

Partners of Hindustan Times Media Limited

Burda

Redmatch

The Wall Street Journal

Velti

Virgin

Burda

Burda has interests in publishing radio event management and the internet Apart from staging the

largest premium annual digital conference in Europe Burda also publishes and prints several hundred

magazines including local editions of Elle Playboy and Focus and catalogs In June 2008 Dr Burda

was conferred with the Hall of Fame 2008 award in Germany by the Manager magazine earlier this

week for his outstanding contribution to the economic social and political development of Germany

Redmatch

Redmatch is a world leader in online recruitment solutions Using unique Real-Time Job Matching

technology Redmatch enables recruiters to find and hire the best people faster and more cost

effectively Thousands of satisfied users are already using the Redmatch products Redmatch

provides a variety of products including- Job portals solutions newspaper online employment

advertising solutions corporate Applicant Tracking Systems staffing companies solutions and more

The Wall Street Journal

The Wall Street Journal the flagship publication of Dow Jones amp Company (NYSE DJ

wwwdowjonescom) is the worlds leading business publication Founded in 1889 The Wall Street

Journal has a print and online circulation of nearly 21 million reaching the nations top business and

political leaders as well as investors across the country Holding 31 Pulitzer Prizes for outstanding

journalism the Journal seeks to help its readers succeed by providing essential and relevant

information presented accurately and fairly from an authoritative and trusted source The Wall

Institute of Technology amp Science [ITS] Page 25

Street Journal print franchise has more than 600 journalists world-wide part of the

Dow Jones network of nearly 1900 business and financial news staff Other publications that are part

of The Wall Street Journal franchise with total circulation of 27 million include The Wall Street

Journal Asia The Wall Street Journal Europe and The Wall Street Journal Online at WSJcom the

largest paid subscription news site on the Web In 2006 the Journal was ranked No 1 in BtoBs

Media Power 50 for the seventh consecutive year

Velti

Veltirsquos market-leading mobile marketing technology platform coupled with its experience in the

mobile advertising industry enables clients around the world to deliver an extensive range of highly

targeted marketing campaigns With operations in 25 countries and a mobile marketing joint venture

with the Interpublic group a top global holding group of advertising agencies Velti has the ability to

reach through its platform an estimated 14 billion consumers Veltirsquos unique Mobile Marketing and

Advertising Platform manages the full cycle of planning execution and monitoring of multiple

campaigns across differing mobile formats and channels offering customers more than 70 mobile

marketing and advertising templates which can be managed from one user interface

Virgin

One of the most respected brands in Britain - is involved in a variety of businesses including airlines

trains finance soft drinks mobile phones holidays cars wines publishing fashion and of course

Music What tie all these businesses together are the values of the brand and the vision and ambition

of its founder Sir Richard Branson Virgin Radio went on-air in London at 1215pm on 30 April

1993 - promising to play classic album tracks and todays best music It has since been sold to Ginger

Media (which was subsequently bought by SMG plc) Virgin also currently broadcasts on DAB

across England Scotland and Wales on digital TV and cable

Print Works

Print Works a one stop shop for space selling in any of the publications in HT has remarkably

maintained the tradition of ours as the first Indian media company to have organized this expo much

to the chagrin of other media houses Held for five days in April end-May it fetched huge ad

Institute of Technology amp Science [ITS] Page 26

revenues to the company The novel concept undoubtedly set our company in the

league of top notch organisations which are always in the lookout of avenues to widen their clientele

Moreover it took place barely a few months after the media marketing departments of Hindustan

Times Hindustan and Mint were integrated It wonrsquot be wrong to say that Print Works reaped the

harvest seeds of which were sown during this integration To woo the advertisers a mega prize of

Volvo S80 will also be given after a lucky draw to be taken place in April 2009

HT Media Limited is a mammoth player in the print media in India The extent of its presence is

undisputed in that it is the top leader in the English newspaper market in North India and occupies

second place in the Hindi newspaper market in North India and East India The group now intends to

further consolidate its already established position as a vibrant and modern media powerhouse

CHAPTER-5

SALES AND DISTRIBUTION

A sale is a transaction dealing trade or what Sale can have different meanings but what is the most

important thing in it is to understand the importance of it Without sale no revenue can be generated

but just earning revenue is not to sale it is the right type selling to the right customer with the right

attitude Customer relationship is most important maintaining the brand image is also important

Delivering on the brand promises becomes a moment of truth in any customer relationship

This moment of truth can be either positive or with negative impact on the customerrsquos perception

about your brand There might be great marketing communication and a highly superior product but

the buying experience always stands between the seller and the customer If the customer has a

negative impact about the product then it is a direct deterioration of the brand equity Hence sales

and distribution is a vital activity Sales hence comprises of the outcome of what all which was done

to manufacture that product Success of selling department is the success of the company

MINT is the product where the maximum demand would be in the early morning It is highly

perishable product The product should reach the customer in due time otherwise the importance is

lost Hence time management is something very vital for the sales and distribution people Hence I

can mainly divide the supply of the newspaper in two main categories

PRE-PRESS ACTIVITY

POST-PRESS ACTIVITY

PRE-PRESS ACTIVITY

Institute of Technology amp Science [ITS] Page 27

It involves all the editorial departments work where they have to collect the news

and it has to be given to the production department in a prescribed limit This time limit is said as the

cut off time or releasing time

POST-PRESS ACTIVITY

It is the distribution MINT has divided Gujarat in two main sections ie Ahmadabad and upcountry

market This upcountry market has about 7 centres

MINT gets involved in many kinds of sale activity They are

Subscription Sale

A one year subscription by paying fixed amount is sale by subscription

Cash Sales

Customers when paying the amount to purchase a newspaper directly to the book stall in cash then

the sale is said to be a cash sales

Line Sales

Line sale is the in which it is post paid billing When the customer gets the MINT copy through the

vendor and pays in the end of month it is line sale

Institutional Sales

Few corporate hotels and colleges take copy in bulk which is said to be as institutional sale

MINT has the responsibility till the delivery at their doorstep and further distribution is on the

Company or the institution concerned

Corporate Sales

In corporate sales executives have to do cold calling or they have to take appointment from the

concerned person and then after meet executive must convince the client If it is big corporate and

staff are such that they read financial daily at their home then for bulk subscription they have to try

Institute of Technology amp Science [ITS] Page 28

DISTRIBUTION CHANNEL

Distribution is exactly for maintaining the brand equity in the market The promises which were

made to the customers can be fulfilled by the proper channel and the right time delivery of the

newspaper

How mint reaches to

Customers

Raw Material

Printing Press

Delhi

Agent in each

City

Vendors

Bookstalls

Hawkers

Hawkers

Readers

Institute of Technology amp Science [ITS] Page 29

CHAPTER - 6

PRICING CHART OF MINT WITH OTHER

FINANCIAL NEWSPAPER

WEEKDAYS MON TUES WED THU FRI SAT SUN

MINT

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 1000 --------

ECONOMIC

TIMES

Rs 300

Rs 300

Rs 300

Rs 300

Rs 300

Rs 300

Rs 1000

BUSINESS

STANDARD

Rs 350

Rs 350

Rs 350

Rs 350

Rs 350

Rs 800 --------

BUSINESS LINE

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 300

FINANCIAL

EXPRESS

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 600

Rs 800

The annual cover Price of MINT is Rs 1564 It provide subscription scheme at Rs 699- for 12

months from Monday to Friday amp in Rs 899- Monday to Saturday

EFFECT ON VENDORS

Businesses benefit because they are assured a predictable and constant revenue stream from subscribed

individuals for the duration of the subscribers agreement Not only does this greatly reduce uncertainty

and the riskiness of the enterprise but it often provides payment in advance (as with magazines

Newspapers) while allowing customers to become greatly attached to using the service and therefore

more likely to extend by signing an agreement for the next period close to when the current agreement

expires

Institute of Technology amp Science [ITS] Page 30

EFEECTS ON READERS

Consumers may find subscriptions convenient if they believe that they will buy a product on a regular

basis and that they might save money For repeated delivery of the product or service the customer also

saves time Subscription pricing can make it easier to pay for expensive items since it can often be paid

for over a period of time and thus can make the product seem more affordable On the other hand most

newspaper and magazine-type subscriptions are paid up front and this might actually prevent some

customers from signing up

Institute of Technology amp Science [ITS] Page 31

CHAPTER-7

SWOT ANALYSIS

STRENGTH

Wide coverage especially in Northern India

Part of a huge media conglomerate means excellent reach

Has a good pool of supplements covering education entertainment Sunday lifestyle

magazine

Separate Money amp Market section with 4 pages

Exclusive partnership with The Wall Street Journal

Over view of the whole week is given in weekend

Provide general awareness in terms of investment

WEAKNESS

Lack of brand awareness

Cover only large and mid cap entities

Limited pan-India presence and penetration as compared to market leaders

Tough competition means market share is not growing

OPPORTUNITY

Being part of a large conglomerate means they have resources to expand in other parts of the

country

Can use its strong network of supplements to build on its readership base

Maximize involvement of people through online interaction and tie-ups with institutions

and companies

Can give an extra page on DELHI related news

Can introduce a new segment on Sunday

Potential Market Availability

Can have tie-ups with renowned brands for ads

THREAT

On line news medium means reduced circulation

Increased competition from other business dailies

Toughest competition from The Economic Times

Institute of Technology amp Science [ITS] Page 32

CHAPTER- 8

RESEARCH METHODOLOGY

Institute of Technology amp Science [ITS] Page 33

RESEARCH

The basic types of research are as follows

A Descriptive vs Analytical

Descriptive research includes surveys and fact-finding enquiries of different kinds In analytical

research the researcher has to use facts or information already available and analyze that to make a

critical evaluation of the material

B Applied vs Fundamental

Applied research aims at finding a solution or an immediate problem facing a society or an

industrialbusiness organization While fundamental research is mainly concerned with

generalizations and with the formulation of a theory

C Quantitative vs Qualitative

Quantitative research is based on the measurement of quantity or amount It is applicable to

phenomena that can be expressed in terms of quantity On the other hand Qualitative research is

concerned with qualitative phenomenon relating to or involving quality or kind

D Conceptual vs Empirical

Conceptual research is that related to some abstract ideas or theory It is generally used by

philosophers and thinkers to develop new concepts or to reinterpret existing ones Empirical research

relies on experience or observation alone often without due regard for system and theory

Research design is only the frame work It is like a blue print that of a house designed by an architect

Out of all the above research design In research ldquoDescriptive Researchrdquo is considered as it only

includes survey of people amp by such research we know about the feedback and response of the

customers This method of research will help to know about the perception of customers of MINT

Institute of Technology amp Science [ITS] Page 34

with reference to their newspaper As it is a print media so its customers dealing

and customerrsquos satisfaction can be well understood by this research

SAMPLING DESIGN

It is impossible to do the research with the whole universe As we know that it is not feasible to go

for population survey because of the numerous customers and their scattered location (HTMEDIA is

widely spread in different parts of India) so for this purpose sample size has to be determined well in

advance and selection of sample also must be scientific so that it represents the whole universe

Target the population

Target population for my research is corporate customers of business newspaper

Sampling Frame

150 companies in sec-62 63 61 58 etc of Noida are visited For the research the list of

companies can obtained from official website of NDA (Noida Development Authority) and

areas given by my Team Leader Mr Gaurav Shahi

Sampling Techniques

A structured questionnaire was design for executing the sampling process

Sample Size

For this research the sample size was 51 because it is tough to take response from corporate

customers during office hour

Executing of sampling process

For this process the response was taken by respondent on a structured questionnaire

Validate the sample

For the validation of data the SPSS 20 was used and apply necessary test

DATA COLLECTION

PRIMARY DATA

It has been collected by a structured questionnaire by visiting the corporate offices of NOIDA

SECONDARY DATA

It was collected through different websites company brochures and manual of the company

Institute of Technology amp Science [ITS] Page 35

RESEARCH INSTRUMENT

A structured questionnaire has been prepared for conducting research It has been kept in a proper

framework to make it clear to the questionnaires The questionnaires comprises of both open ended

and close ended questions A simple questionnaire has been attached in the report

RESEARCH TOOL

Many statistical tools

Kmo amp Bartlettrsquos test

Median

Mode

Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive

conclusion

RESEARCH PLAN

To visit the Corporate offices at the areas allotted

Ask them ldquoare they aware of mint newspaperrdquo and if they are aware then whether they purchase it

or not

Next is to find out whether customer would want to get involved in reading business newspaper in

future if they are not aware yet

Then explain them about the product and make them aware about the brand and its products

And finally convince them to get into a contract with Ht mint for reading purpose or purchased it

Institute of Technology amp Science [ITS] Page 36

CHAPTER-9

DATA ANALYSIS AND

INTERPRETATION

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 26

revenues to the company The novel concept undoubtedly set our company in the

league of top notch organisations which are always in the lookout of avenues to widen their clientele

Moreover it took place barely a few months after the media marketing departments of Hindustan

Times Hindustan and Mint were integrated It wonrsquot be wrong to say that Print Works reaped the

harvest seeds of which were sown during this integration To woo the advertisers a mega prize of

Volvo S80 will also be given after a lucky draw to be taken place in April 2009

HT Media Limited is a mammoth player in the print media in India The extent of its presence is

undisputed in that it is the top leader in the English newspaper market in North India and occupies

second place in the Hindi newspaper market in North India and East India The group now intends to

further consolidate its already established position as a vibrant and modern media powerhouse

CHAPTER-5

SALES AND DISTRIBUTION

A sale is a transaction dealing trade or what Sale can have different meanings but what is the most

important thing in it is to understand the importance of it Without sale no revenue can be generated

but just earning revenue is not to sale it is the right type selling to the right customer with the right

attitude Customer relationship is most important maintaining the brand image is also important

Delivering on the brand promises becomes a moment of truth in any customer relationship

This moment of truth can be either positive or with negative impact on the customerrsquos perception

about your brand There might be great marketing communication and a highly superior product but

the buying experience always stands between the seller and the customer If the customer has a

negative impact about the product then it is a direct deterioration of the brand equity Hence sales

and distribution is a vital activity Sales hence comprises of the outcome of what all which was done

to manufacture that product Success of selling department is the success of the company

MINT is the product where the maximum demand would be in the early morning It is highly

perishable product The product should reach the customer in due time otherwise the importance is

lost Hence time management is something very vital for the sales and distribution people Hence I

can mainly divide the supply of the newspaper in two main categories

PRE-PRESS ACTIVITY

POST-PRESS ACTIVITY

PRE-PRESS ACTIVITY

Institute of Technology amp Science [ITS] Page 27

It involves all the editorial departments work where they have to collect the news

and it has to be given to the production department in a prescribed limit This time limit is said as the

cut off time or releasing time

POST-PRESS ACTIVITY

It is the distribution MINT has divided Gujarat in two main sections ie Ahmadabad and upcountry

market This upcountry market has about 7 centres

MINT gets involved in many kinds of sale activity They are

Subscription Sale

A one year subscription by paying fixed amount is sale by subscription

Cash Sales

Customers when paying the amount to purchase a newspaper directly to the book stall in cash then

the sale is said to be a cash sales

Line Sales

Line sale is the in which it is post paid billing When the customer gets the MINT copy through the

vendor and pays in the end of month it is line sale

Institutional Sales

Few corporate hotels and colleges take copy in bulk which is said to be as institutional sale

MINT has the responsibility till the delivery at their doorstep and further distribution is on the

Company or the institution concerned

Corporate Sales

In corporate sales executives have to do cold calling or they have to take appointment from the

concerned person and then after meet executive must convince the client If it is big corporate and

staff are such that they read financial daily at their home then for bulk subscription they have to try

Institute of Technology amp Science [ITS] Page 28

DISTRIBUTION CHANNEL

Distribution is exactly for maintaining the brand equity in the market The promises which were

made to the customers can be fulfilled by the proper channel and the right time delivery of the

newspaper

How mint reaches to

Customers

Raw Material

Printing Press

Delhi

Agent in each

City

Vendors

Bookstalls

Hawkers

Hawkers

Readers

Institute of Technology amp Science [ITS] Page 29

CHAPTER - 6

PRICING CHART OF MINT WITH OTHER

FINANCIAL NEWSPAPER

WEEKDAYS MON TUES WED THU FRI SAT SUN

MINT

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 1000 --------

ECONOMIC

TIMES

Rs 300

Rs 300

Rs 300

Rs 300

Rs 300

Rs 300

Rs 1000

BUSINESS

STANDARD

Rs 350

Rs 350

Rs 350

Rs 350

Rs 350

Rs 800 --------

BUSINESS LINE

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 300

FINANCIAL

EXPRESS

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 600

Rs 800

The annual cover Price of MINT is Rs 1564 It provide subscription scheme at Rs 699- for 12

months from Monday to Friday amp in Rs 899- Monday to Saturday

EFFECT ON VENDORS

Businesses benefit because they are assured a predictable and constant revenue stream from subscribed

individuals for the duration of the subscribers agreement Not only does this greatly reduce uncertainty

and the riskiness of the enterprise but it often provides payment in advance (as with magazines

Newspapers) while allowing customers to become greatly attached to using the service and therefore

more likely to extend by signing an agreement for the next period close to when the current agreement

expires

Institute of Technology amp Science [ITS] Page 30

EFEECTS ON READERS

Consumers may find subscriptions convenient if they believe that they will buy a product on a regular

basis and that they might save money For repeated delivery of the product or service the customer also

saves time Subscription pricing can make it easier to pay for expensive items since it can often be paid

for over a period of time and thus can make the product seem more affordable On the other hand most

newspaper and magazine-type subscriptions are paid up front and this might actually prevent some

customers from signing up

Institute of Technology amp Science [ITS] Page 31

CHAPTER-7

SWOT ANALYSIS

STRENGTH

Wide coverage especially in Northern India

Part of a huge media conglomerate means excellent reach

Has a good pool of supplements covering education entertainment Sunday lifestyle

magazine

Separate Money amp Market section with 4 pages

Exclusive partnership with The Wall Street Journal

Over view of the whole week is given in weekend

Provide general awareness in terms of investment

WEAKNESS

Lack of brand awareness

Cover only large and mid cap entities

Limited pan-India presence and penetration as compared to market leaders

Tough competition means market share is not growing

OPPORTUNITY

Being part of a large conglomerate means they have resources to expand in other parts of the

country

Can use its strong network of supplements to build on its readership base

Maximize involvement of people through online interaction and tie-ups with institutions

and companies

Can give an extra page on DELHI related news

Can introduce a new segment on Sunday

Potential Market Availability

Can have tie-ups with renowned brands for ads

THREAT

On line news medium means reduced circulation

Increased competition from other business dailies

Toughest competition from The Economic Times

Institute of Technology amp Science [ITS] Page 32

CHAPTER- 8

RESEARCH METHODOLOGY

Institute of Technology amp Science [ITS] Page 33

RESEARCH

The basic types of research are as follows

A Descriptive vs Analytical

Descriptive research includes surveys and fact-finding enquiries of different kinds In analytical

research the researcher has to use facts or information already available and analyze that to make a

critical evaluation of the material

B Applied vs Fundamental

Applied research aims at finding a solution or an immediate problem facing a society or an

industrialbusiness organization While fundamental research is mainly concerned with

generalizations and with the formulation of a theory

C Quantitative vs Qualitative

Quantitative research is based on the measurement of quantity or amount It is applicable to

phenomena that can be expressed in terms of quantity On the other hand Qualitative research is

concerned with qualitative phenomenon relating to or involving quality or kind

D Conceptual vs Empirical

Conceptual research is that related to some abstract ideas or theory It is generally used by

philosophers and thinkers to develop new concepts or to reinterpret existing ones Empirical research

relies on experience or observation alone often without due regard for system and theory

Research design is only the frame work It is like a blue print that of a house designed by an architect

Out of all the above research design In research ldquoDescriptive Researchrdquo is considered as it only

includes survey of people amp by such research we know about the feedback and response of the

customers This method of research will help to know about the perception of customers of MINT

Institute of Technology amp Science [ITS] Page 34

with reference to their newspaper As it is a print media so its customers dealing

and customerrsquos satisfaction can be well understood by this research

SAMPLING DESIGN

It is impossible to do the research with the whole universe As we know that it is not feasible to go

for population survey because of the numerous customers and their scattered location (HTMEDIA is

widely spread in different parts of India) so for this purpose sample size has to be determined well in

advance and selection of sample also must be scientific so that it represents the whole universe

Target the population

Target population for my research is corporate customers of business newspaper

Sampling Frame

150 companies in sec-62 63 61 58 etc of Noida are visited For the research the list of

companies can obtained from official website of NDA (Noida Development Authority) and

areas given by my Team Leader Mr Gaurav Shahi

Sampling Techniques

A structured questionnaire was design for executing the sampling process

Sample Size

For this research the sample size was 51 because it is tough to take response from corporate

customers during office hour

Executing of sampling process

For this process the response was taken by respondent on a structured questionnaire

Validate the sample

For the validation of data the SPSS 20 was used and apply necessary test

DATA COLLECTION

PRIMARY DATA

It has been collected by a structured questionnaire by visiting the corporate offices of NOIDA

SECONDARY DATA

It was collected through different websites company brochures and manual of the company

Institute of Technology amp Science [ITS] Page 35

RESEARCH INSTRUMENT

A structured questionnaire has been prepared for conducting research It has been kept in a proper

framework to make it clear to the questionnaires The questionnaires comprises of both open ended

and close ended questions A simple questionnaire has been attached in the report

RESEARCH TOOL

Many statistical tools

Kmo amp Bartlettrsquos test

Median

Mode

Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive

conclusion

RESEARCH PLAN

To visit the Corporate offices at the areas allotted

Ask them ldquoare they aware of mint newspaperrdquo and if they are aware then whether they purchase it

or not

Next is to find out whether customer would want to get involved in reading business newspaper in

future if they are not aware yet

Then explain them about the product and make them aware about the brand and its products

And finally convince them to get into a contract with Ht mint for reading purpose or purchased it

Institute of Technology amp Science [ITS] Page 36

CHAPTER-9

DATA ANALYSIS AND

INTERPRETATION

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 27

It involves all the editorial departments work where they have to collect the news

and it has to be given to the production department in a prescribed limit This time limit is said as the

cut off time or releasing time

POST-PRESS ACTIVITY

It is the distribution MINT has divided Gujarat in two main sections ie Ahmadabad and upcountry

market This upcountry market has about 7 centres

MINT gets involved in many kinds of sale activity They are

Subscription Sale

A one year subscription by paying fixed amount is sale by subscription

Cash Sales

Customers when paying the amount to purchase a newspaper directly to the book stall in cash then

the sale is said to be a cash sales

Line Sales

Line sale is the in which it is post paid billing When the customer gets the MINT copy through the

vendor and pays in the end of month it is line sale

Institutional Sales

Few corporate hotels and colleges take copy in bulk which is said to be as institutional sale

MINT has the responsibility till the delivery at their doorstep and further distribution is on the

Company or the institution concerned

Corporate Sales

In corporate sales executives have to do cold calling or they have to take appointment from the

concerned person and then after meet executive must convince the client If it is big corporate and

staff are such that they read financial daily at their home then for bulk subscription they have to try

Institute of Technology amp Science [ITS] Page 28

DISTRIBUTION CHANNEL

Distribution is exactly for maintaining the brand equity in the market The promises which were

made to the customers can be fulfilled by the proper channel and the right time delivery of the

newspaper

How mint reaches to

Customers

Raw Material

Printing Press

Delhi

Agent in each

City

Vendors

Bookstalls

Hawkers

Hawkers

Readers

Institute of Technology amp Science [ITS] Page 29

CHAPTER - 6

PRICING CHART OF MINT WITH OTHER

FINANCIAL NEWSPAPER

WEEKDAYS MON TUES WED THU FRI SAT SUN

MINT

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 1000 --------

ECONOMIC

TIMES

Rs 300

Rs 300

Rs 300

Rs 300

Rs 300

Rs 300

Rs 1000

BUSINESS

STANDARD

Rs 350

Rs 350

Rs 350

Rs 350

Rs 350

Rs 800 --------

BUSINESS LINE

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 300

FINANCIAL

EXPRESS

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 600

Rs 800

The annual cover Price of MINT is Rs 1564 It provide subscription scheme at Rs 699- for 12

months from Monday to Friday amp in Rs 899- Monday to Saturday

EFFECT ON VENDORS

Businesses benefit because they are assured a predictable and constant revenue stream from subscribed

individuals for the duration of the subscribers agreement Not only does this greatly reduce uncertainty

and the riskiness of the enterprise but it often provides payment in advance (as with magazines

Newspapers) while allowing customers to become greatly attached to using the service and therefore

more likely to extend by signing an agreement for the next period close to when the current agreement

expires

Institute of Technology amp Science [ITS] Page 30

EFEECTS ON READERS

Consumers may find subscriptions convenient if they believe that they will buy a product on a regular

basis and that they might save money For repeated delivery of the product or service the customer also

saves time Subscription pricing can make it easier to pay for expensive items since it can often be paid

for over a period of time and thus can make the product seem more affordable On the other hand most

newspaper and magazine-type subscriptions are paid up front and this might actually prevent some

customers from signing up

Institute of Technology amp Science [ITS] Page 31

CHAPTER-7

SWOT ANALYSIS

STRENGTH

Wide coverage especially in Northern India

Part of a huge media conglomerate means excellent reach

Has a good pool of supplements covering education entertainment Sunday lifestyle

magazine

Separate Money amp Market section with 4 pages

Exclusive partnership with The Wall Street Journal

Over view of the whole week is given in weekend

Provide general awareness in terms of investment

WEAKNESS

Lack of brand awareness

Cover only large and mid cap entities

Limited pan-India presence and penetration as compared to market leaders

Tough competition means market share is not growing

OPPORTUNITY

Being part of a large conglomerate means they have resources to expand in other parts of the

country

Can use its strong network of supplements to build on its readership base

Maximize involvement of people through online interaction and tie-ups with institutions

and companies

Can give an extra page on DELHI related news

Can introduce a new segment on Sunday

Potential Market Availability

Can have tie-ups with renowned brands for ads

THREAT

On line news medium means reduced circulation

Increased competition from other business dailies

Toughest competition from The Economic Times

Institute of Technology amp Science [ITS] Page 32

CHAPTER- 8

RESEARCH METHODOLOGY

Institute of Technology amp Science [ITS] Page 33

RESEARCH

The basic types of research are as follows

A Descriptive vs Analytical

Descriptive research includes surveys and fact-finding enquiries of different kinds In analytical

research the researcher has to use facts or information already available and analyze that to make a

critical evaluation of the material

B Applied vs Fundamental

Applied research aims at finding a solution or an immediate problem facing a society or an

industrialbusiness organization While fundamental research is mainly concerned with

generalizations and with the formulation of a theory

C Quantitative vs Qualitative

Quantitative research is based on the measurement of quantity or amount It is applicable to

phenomena that can be expressed in terms of quantity On the other hand Qualitative research is

concerned with qualitative phenomenon relating to or involving quality or kind

D Conceptual vs Empirical

Conceptual research is that related to some abstract ideas or theory It is generally used by

philosophers and thinkers to develop new concepts or to reinterpret existing ones Empirical research

relies on experience or observation alone often without due regard for system and theory

Research design is only the frame work It is like a blue print that of a house designed by an architect

Out of all the above research design In research ldquoDescriptive Researchrdquo is considered as it only

includes survey of people amp by such research we know about the feedback and response of the

customers This method of research will help to know about the perception of customers of MINT

Institute of Technology amp Science [ITS] Page 34

with reference to their newspaper As it is a print media so its customers dealing

and customerrsquos satisfaction can be well understood by this research

SAMPLING DESIGN

It is impossible to do the research with the whole universe As we know that it is not feasible to go

for population survey because of the numerous customers and their scattered location (HTMEDIA is

widely spread in different parts of India) so for this purpose sample size has to be determined well in

advance and selection of sample also must be scientific so that it represents the whole universe

Target the population

Target population for my research is corporate customers of business newspaper

Sampling Frame

150 companies in sec-62 63 61 58 etc of Noida are visited For the research the list of

companies can obtained from official website of NDA (Noida Development Authority) and

areas given by my Team Leader Mr Gaurav Shahi

Sampling Techniques

A structured questionnaire was design for executing the sampling process

Sample Size

For this research the sample size was 51 because it is tough to take response from corporate

customers during office hour

Executing of sampling process

For this process the response was taken by respondent on a structured questionnaire

Validate the sample

For the validation of data the SPSS 20 was used and apply necessary test

DATA COLLECTION

PRIMARY DATA

It has been collected by a structured questionnaire by visiting the corporate offices of NOIDA

SECONDARY DATA

It was collected through different websites company brochures and manual of the company

Institute of Technology amp Science [ITS] Page 35

RESEARCH INSTRUMENT

A structured questionnaire has been prepared for conducting research It has been kept in a proper

framework to make it clear to the questionnaires The questionnaires comprises of both open ended

and close ended questions A simple questionnaire has been attached in the report

RESEARCH TOOL

Many statistical tools

Kmo amp Bartlettrsquos test

Median

Mode

Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive

conclusion

RESEARCH PLAN

To visit the Corporate offices at the areas allotted

Ask them ldquoare they aware of mint newspaperrdquo and if they are aware then whether they purchase it

or not

Next is to find out whether customer would want to get involved in reading business newspaper in

future if they are not aware yet

Then explain them about the product and make them aware about the brand and its products

And finally convince them to get into a contract with Ht mint for reading purpose or purchased it

Institute of Technology amp Science [ITS] Page 36

CHAPTER-9

DATA ANALYSIS AND

INTERPRETATION

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 28

DISTRIBUTION CHANNEL

Distribution is exactly for maintaining the brand equity in the market The promises which were

made to the customers can be fulfilled by the proper channel and the right time delivery of the

newspaper

How mint reaches to

Customers

Raw Material

Printing Press

Delhi

Agent in each

City

Vendors

Bookstalls

Hawkers

Hawkers

Readers

Institute of Technology amp Science [ITS] Page 29

CHAPTER - 6

PRICING CHART OF MINT WITH OTHER

FINANCIAL NEWSPAPER

WEEKDAYS MON TUES WED THU FRI SAT SUN

MINT

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 1000 --------

ECONOMIC

TIMES

Rs 300

Rs 300

Rs 300

Rs 300

Rs 300

Rs 300

Rs 1000

BUSINESS

STANDARD

Rs 350

Rs 350

Rs 350

Rs 350

Rs 350

Rs 800 --------

BUSINESS LINE

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 300

FINANCIAL

EXPRESS

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 600

Rs 800

The annual cover Price of MINT is Rs 1564 It provide subscription scheme at Rs 699- for 12

months from Monday to Friday amp in Rs 899- Monday to Saturday

EFFECT ON VENDORS

Businesses benefit because they are assured a predictable and constant revenue stream from subscribed

individuals for the duration of the subscribers agreement Not only does this greatly reduce uncertainty

and the riskiness of the enterprise but it often provides payment in advance (as with magazines

Newspapers) while allowing customers to become greatly attached to using the service and therefore

more likely to extend by signing an agreement for the next period close to when the current agreement

expires

Institute of Technology amp Science [ITS] Page 30

EFEECTS ON READERS

Consumers may find subscriptions convenient if they believe that they will buy a product on a regular

basis and that they might save money For repeated delivery of the product or service the customer also

saves time Subscription pricing can make it easier to pay for expensive items since it can often be paid

for over a period of time and thus can make the product seem more affordable On the other hand most

newspaper and magazine-type subscriptions are paid up front and this might actually prevent some

customers from signing up

Institute of Technology amp Science [ITS] Page 31

CHAPTER-7

SWOT ANALYSIS

STRENGTH

Wide coverage especially in Northern India

Part of a huge media conglomerate means excellent reach

Has a good pool of supplements covering education entertainment Sunday lifestyle

magazine

Separate Money amp Market section with 4 pages

Exclusive partnership with The Wall Street Journal

Over view of the whole week is given in weekend

Provide general awareness in terms of investment

WEAKNESS

Lack of brand awareness

Cover only large and mid cap entities

Limited pan-India presence and penetration as compared to market leaders

Tough competition means market share is not growing

OPPORTUNITY

Being part of a large conglomerate means they have resources to expand in other parts of the

country

Can use its strong network of supplements to build on its readership base

Maximize involvement of people through online interaction and tie-ups with institutions

and companies

Can give an extra page on DELHI related news

Can introduce a new segment on Sunday

Potential Market Availability

Can have tie-ups with renowned brands for ads

THREAT

On line news medium means reduced circulation

Increased competition from other business dailies

Toughest competition from The Economic Times

Institute of Technology amp Science [ITS] Page 32

CHAPTER- 8

RESEARCH METHODOLOGY

Institute of Technology amp Science [ITS] Page 33

RESEARCH

The basic types of research are as follows

A Descriptive vs Analytical

Descriptive research includes surveys and fact-finding enquiries of different kinds In analytical

research the researcher has to use facts or information already available and analyze that to make a

critical evaluation of the material

B Applied vs Fundamental

Applied research aims at finding a solution or an immediate problem facing a society or an

industrialbusiness organization While fundamental research is mainly concerned with

generalizations and with the formulation of a theory

C Quantitative vs Qualitative

Quantitative research is based on the measurement of quantity or amount It is applicable to

phenomena that can be expressed in terms of quantity On the other hand Qualitative research is

concerned with qualitative phenomenon relating to or involving quality or kind

D Conceptual vs Empirical

Conceptual research is that related to some abstract ideas or theory It is generally used by

philosophers and thinkers to develop new concepts or to reinterpret existing ones Empirical research

relies on experience or observation alone often without due regard for system and theory

Research design is only the frame work It is like a blue print that of a house designed by an architect

Out of all the above research design In research ldquoDescriptive Researchrdquo is considered as it only

includes survey of people amp by such research we know about the feedback and response of the

customers This method of research will help to know about the perception of customers of MINT

Institute of Technology amp Science [ITS] Page 34

with reference to their newspaper As it is a print media so its customers dealing

and customerrsquos satisfaction can be well understood by this research

SAMPLING DESIGN

It is impossible to do the research with the whole universe As we know that it is not feasible to go

for population survey because of the numerous customers and their scattered location (HTMEDIA is

widely spread in different parts of India) so for this purpose sample size has to be determined well in

advance and selection of sample also must be scientific so that it represents the whole universe

Target the population

Target population for my research is corporate customers of business newspaper

Sampling Frame

150 companies in sec-62 63 61 58 etc of Noida are visited For the research the list of

companies can obtained from official website of NDA (Noida Development Authority) and

areas given by my Team Leader Mr Gaurav Shahi

Sampling Techniques

A structured questionnaire was design for executing the sampling process

Sample Size

For this research the sample size was 51 because it is tough to take response from corporate

customers during office hour

Executing of sampling process

For this process the response was taken by respondent on a structured questionnaire

Validate the sample

For the validation of data the SPSS 20 was used and apply necessary test

DATA COLLECTION

PRIMARY DATA

It has been collected by a structured questionnaire by visiting the corporate offices of NOIDA

SECONDARY DATA

It was collected through different websites company brochures and manual of the company

Institute of Technology amp Science [ITS] Page 35

RESEARCH INSTRUMENT

A structured questionnaire has been prepared for conducting research It has been kept in a proper

framework to make it clear to the questionnaires The questionnaires comprises of both open ended

and close ended questions A simple questionnaire has been attached in the report

RESEARCH TOOL

Many statistical tools

Kmo amp Bartlettrsquos test

Median

Mode

Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive

conclusion

RESEARCH PLAN

To visit the Corporate offices at the areas allotted

Ask them ldquoare they aware of mint newspaperrdquo and if they are aware then whether they purchase it

or not

Next is to find out whether customer would want to get involved in reading business newspaper in

future if they are not aware yet

Then explain them about the product and make them aware about the brand and its products

And finally convince them to get into a contract with Ht mint for reading purpose or purchased it

Institute of Technology amp Science [ITS] Page 36

CHAPTER-9

DATA ANALYSIS AND

INTERPRETATION

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 29

CHAPTER - 6

PRICING CHART OF MINT WITH OTHER

FINANCIAL NEWSPAPER

WEEKDAYS MON TUES WED THU FRI SAT SUN

MINT

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 1000 --------

ECONOMIC

TIMES

Rs 300

Rs 300

Rs 300

Rs 300

Rs 300

Rs 300

Rs 1000

BUSINESS

STANDARD

Rs 350

Rs 350

Rs 350

Rs 350

Rs 350

Rs 800 --------

BUSINESS LINE

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 300

FINANCIAL

EXPRESS

Rs 400

Rs 400

Rs 400

Rs 400

Rs 400

Rs 600

Rs 800

The annual cover Price of MINT is Rs 1564 It provide subscription scheme at Rs 699- for 12

months from Monday to Friday amp in Rs 899- Monday to Saturday

EFFECT ON VENDORS

Businesses benefit because they are assured a predictable and constant revenue stream from subscribed

individuals for the duration of the subscribers agreement Not only does this greatly reduce uncertainty

and the riskiness of the enterprise but it often provides payment in advance (as with magazines

Newspapers) while allowing customers to become greatly attached to using the service and therefore

more likely to extend by signing an agreement for the next period close to when the current agreement

expires

Institute of Technology amp Science [ITS] Page 30

EFEECTS ON READERS

Consumers may find subscriptions convenient if they believe that they will buy a product on a regular

basis and that they might save money For repeated delivery of the product or service the customer also

saves time Subscription pricing can make it easier to pay for expensive items since it can often be paid

for over a period of time and thus can make the product seem more affordable On the other hand most

newspaper and magazine-type subscriptions are paid up front and this might actually prevent some

customers from signing up

Institute of Technology amp Science [ITS] Page 31

CHAPTER-7

SWOT ANALYSIS

STRENGTH

Wide coverage especially in Northern India

Part of a huge media conglomerate means excellent reach

Has a good pool of supplements covering education entertainment Sunday lifestyle

magazine

Separate Money amp Market section with 4 pages

Exclusive partnership with The Wall Street Journal

Over view of the whole week is given in weekend

Provide general awareness in terms of investment

WEAKNESS

Lack of brand awareness

Cover only large and mid cap entities

Limited pan-India presence and penetration as compared to market leaders

Tough competition means market share is not growing

OPPORTUNITY

Being part of a large conglomerate means they have resources to expand in other parts of the

country

Can use its strong network of supplements to build on its readership base

Maximize involvement of people through online interaction and tie-ups with institutions

and companies

Can give an extra page on DELHI related news

Can introduce a new segment on Sunday

Potential Market Availability

Can have tie-ups with renowned brands for ads

THREAT

On line news medium means reduced circulation

Increased competition from other business dailies

Toughest competition from The Economic Times

Institute of Technology amp Science [ITS] Page 32

CHAPTER- 8

RESEARCH METHODOLOGY

Institute of Technology amp Science [ITS] Page 33

RESEARCH

The basic types of research are as follows

A Descriptive vs Analytical

Descriptive research includes surveys and fact-finding enquiries of different kinds In analytical

research the researcher has to use facts or information already available and analyze that to make a

critical evaluation of the material

B Applied vs Fundamental

Applied research aims at finding a solution or an immediate problem facing a society or an

industrialbusiness organization While fundamental research is mainly concerned with

generalizations and with the formulation of a theory

C Quantitative vs Qualitative

Quantitative research is based on the measurement of quantity or amount It is applicable to

phenomena that can be expressed in terms of quantity On the other hand Qualitative research is

concerned with qualitative phenomenon relating to or involving quality or kind

D Conceptual vs Empirical

Conceptual research is that related to some abstract ideas or theory It is generally used by

philosophers and thinkers to develop new concepts or to reinterpret existing ones Empirical research

relies on experience or observation alone often without due regard for system and theory

Research design is only the frame work It is like a blue print that of a house designed by an architect

Out of all the above research design In research ldquoDescriptive Researchrdquo is considered as it only

includes survey of people amp by such research we know about the feedback and response of the

customers This method of research will help to know about the perception of customers of MINT

Institute of Technology amp Science [ITS] Page 34

with reference to their newspaper As it is a print media so its customers dealing

and customerrsquos satisfaction can be well understood by this research

SAMPLING DESIGN

It is impossible to do the research with the whole universe As we know that it is not feasible to go

for population survey because of the numerous customers and their scattered location (HTMEDIA is

widely spread in different parts of India) so for this purpose sample size has to be determined well in

advance and selection of sample also must be scientific so that it represents the whole universe

Target the population

Target population for my research is corporate customers of business newspaper

Sampling Frame

150 companies in sec-62 63 61 58 etc of Noida are visited For the research the list of

companies can obtained from official website of NDA (Noida Development Authority) and

areas given by my Team Leader Mr Gaurav Shahi

Sampling Techniques

A structured questionnaire was design for executing the sampling process

Sample Size

For this research the sample size was 51 because it is tough to take response from corporate

customers during office hour

Executing of sampling process

For this process the response was taken by respondent on a structured questionnaire

Validate the sample

For the validation of data the SPSS 20 was used and apply necessary test

DATA COLLECTION

PRIMARY DATA

It has been collected by a structured questionnaire by visiting the corporate offices of NOIDA

SECONDARY DATA

It was collected through different websites company brochures and manual of the company

Institute of Technology amp Science [ITS] Page 35

RESEARCH INSTRUMENT

A structured questionnaire has been prepared for conducting research It has been kept in a proper

framework to make it clear to the questionnaires The questionnaires comprises of both open ended

and close ended questions A simple questionnaire has been attached in the report

RESEARCH TOOL

Many statistical tools

Kmo amp Bartlettrsquos test

Median

Mode

Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive

conclusion

RESEARCH PLAN

To visit the Corporate offices at the areas allotted

Ask them ldquoare they aware of mint newspaperrdquo and if they are aware then whether they purchase it

or not

Next is to find out whether customer would want to get involved in reading business newspaper in

future if they are not aware yet

Then explain them about the product and make them aware about the brand and its products

And finally convince them to get into a contract with Ht mint for reading purpose or purchased it

Institute of Technology amp Science [ITS] Page 36

CHAPTER-9

DATA ANALYSIS AND

INTERPRETATION

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 30

EFEECTS ON READERS

Consumers may find subscriptions convenient if they believe that they will buy a product on a regular

basis and that they might save money For repeated delivery of the product or service the customer also

saves time Subscription pricing can make it easier to pay for expensive items since it can often be paid

for over a period of time and thus can make the product seem more affordable On the other hand most

newspaper and magazine-type subscriptions are paid up front and this might actually prevent some

customers from signing up

Institute of Technology amp Science [ITS] Page 31

CHAPTER-7

SWOT ANALYSIS

STRENGTH

Wide coverage especially in Northern India

Part of a huge media conglomerate means excellent reach

Has a good pool of supplements covering education entertainment Sunday lifestyle

magazine

Separate Money amp Market section with 4 pages

Exclusive partnership with The Wall Street Journal

Over view of the whole week is given in weekend

Provide general awareness in terms of investment

WEAKNESS

Lack of brand awareness

Cover only large and mid cap entities

Limited pan-India presence and penetration as compared to market leaders

Tough competition means market share is not growing

OPPORTUNITY

Being part of a large conglomerate means they have resources to expand in other parts of the

country

Can use its strong network of supplements to build on its readership base

Maximize involvement of people through online interaction and tie-ups with institutions

and companies

Can give an extra page on DELHI related news

Can introduce a new segment on Sunday

Potential Market Availability

Can have tie-ups with renowned brands for ads

THREAT

On line news medium means reduced circulation

Increased competition from other business dailies

Toughest competition from The Economic Times

Institute of Technology amp Science [ITS] Page 32

CHAPTER- 8

RESEARCH METHODOLOGY

Institute of Technology amp Science [ITS] Page 33

RESEARCH

The basic types of research are as follows

A Descriptive vs Analytical

Descriptive research includes surveys and fact-finding enquiries of different kinds In analytical

research the researcher has to use facts or information already available and analyze that to make a

critical evaluation of the material

B Applied vs Fundamental

Applied research aims at finding a solution or an immediate problem facing a society or an

industrialbusiness organization While fundamental research is mainly concerned with

generalizations and with the formulation of a theory

C Quantitative vs Qualitative

Quantitative research is based on the measurement of quantity or amount It is applicable to

phenomena that can be expressed in terms of quantity On the other hand Qualitative research is

concerned with qualitative phenomenon relating to or involving quality or kind

D Conceptual vs Empirical

Conceptual research is that related to some abstract ideas or theory It is generally used by

philosophers and thinkers to develop new concepts or to reinterpret existing ones Empirical research

relies on experience or observation alone often without due regard for system and theory

Research design is only the frame work It is like a blue print that of a house designed by an architect

Out of all the above research design In research ldquoDescriptive Researchrdquo is considered as it only

includes survey of people amp by such research we know about the feedback and response of the

customers This method of research will help to know about the perception of customers of MINT

Institute of Technology amp Science [ITS] Page 34

with reference to their newspaper As it is a print media so its customers dealing

and customerrsquos satisfaction can be well understood by this research

SAMPLING DESIGN

It is impossible to do the research with the whole universe As we know that it is not feasible to go

for population survey because of the numerous customers and their scattered location (HTMEDIA is

widely spread in different parts of India) so for this purpose sample size has to be determined well in

advance and selection of sample also must be scientific so that it represents the whole universe

Target the population

Target population for my research is corporate customers of business newspaper

Sampling Frame

150 companies in sec-62 63 61 58 etc of Noida are visited For the research the list of

companies can obtained from official website of NDA (Noida Development Authority) and

areas given by my Team Leader Mr Gaurav Shahi

Sampling Techniques

A structured questionnaire was design for executing the sampling process

Sample Size

For this research the sample size was 51 because it is tough to take response from corporate

customers during office hour

Executing of sampling process

For this process the response was taken by respondent on a structured questionnaire

Validate the sample

For the validation of data the SPSS 20 was used and apply necessary test

DATA COLLECTION

PRIMARY DATA

It has been collected by a structured questionnaire by visiting the corporate offices of NOIDA

SECONDARY DATA

It was collected through different websites company brochures and manual of the company

Institute of Technology amp Science [ITS] Page 35

RESEARCH INSTRUMENT

A structured questionnaire has been prepared for conducting research It has been kept in a proper

framework to make it clear to the questionnaires The questionnaires comprises of both open ended

and close ended questions A simple questionnaire has been attached in the report

RESEARCH TOOL

Many statistical tools

Kmo amp Bartlettrsquos test

Median

Mode

Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive

conclusion

RESEARCH PLAN

To visit the Corporate offices at the areas allotted

Ask them ldquoare they aware of mint newspaperrdquo and if they are aware then whether they purchase it

or not

Next is to find out whether customer would want to get involved in reading business newspaper in

future if they are not aware yet

Then explain them about the product and make them aware about the brand and its products

And finally convince them to get into a contract with Ht mint for reading purpose or purchased it

Institute of Technology amp Science [ITS] Page 36

CHAPTER-9

DATA ANALYSIS AND

INTERPRETATION

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 31

CHAPTER-7

SWOT ANALYSIS

STRENGTH

Wide coverage especially in Northern India

Part of a huge media conglomerate means excellent reach

Has a good pool of supplements covering education entertainment Sunday lifestyle

magazine

Separate Money amp Market section with 4 pages

Exclusive partnership with The Wall Street Journal

Over view of the whole week is given in weekend

Provide general awareness in terms of investment

WEAKNESS

Lack of brand awareness

Cover only large and mid cap entities

Limited pan-India presence and penetration as compared to market leaders

Tough competition means market share is not growing

OPPORTUNITY

Being part of a large conglomerate means they have resources to expand in other parts of the

country

Can use its strong network of supplements to build on its readership base

Maximize involvement of people through online interaction and tie-ups with institutions

and companies

Can give an extra page on DELHI related news

Can introduce a new segment on Sunday

Potential Market Availability

Can have tie-ups with renowned brands for ads

THREAT

On line news medium means reduced circulation

Increased competition from other business dailies

Toughest competition from The Economic Times

Institute of Technology amp Science [ITS] Page 32

CHAPTER- 8

RESEARCH METHODOLOGY

Institute of Technology amp Science [ITS] Page 33

RESEARCH

The basic types of research are as follows

A Descriptive vs Analytical

Descriptive research includes surveys and fact-finding enquiries of different kinds In analytical

research the researcher has to use facts or information already available and analyze that to make a

critical evaluation of the material

B Applied vs Fundamental

Applied research aims at finding a solution or an immediate problem facing a society or an

industrialbusiness organization While fundamental research is mainly concerned with

generalizations and with the formulation of a theory

C Quantitative vs Qualitative

Quantitative research is based on the measurement of quantity or amount It is applicable to

phenomena that can be expressed in terms of quantity On the other hand Qualitative research is

concerned with qualitative phenomenon relating to or involving quality or kind

D Conceptual vs Empirical

Conceptual research is that related to some abstract ideas or theory It is generally used by

philosophers and thinkers to develop new concepts or to reinterpret existing ones Empirical research

relies on experience or observation alone often without due regard for system and theory

Research design is only the frame work It is like a blue print that of a house designed by an architect

Out of all the above research design In research ldquoDescriptive Researchrdquo is considered as it only

includes survey of people amp by such research we know about the feedback and response of the

customers This method of research will help to know about the perception of customers of MINT

Institute of Technology amp Science [ITS] Page 34

with reference to their newspaper As it is a print media so its customers dealing

and customerrsquos satisfaction can be well understood by this research

SAMPLING DESIGN

It is impossible to do the research with the whole universe As we know that it is not feasible to go

for population survey because of the numerous customers and their scattered location (HTMEDIA is

widely spread in different parts of India) so for this purpose sample size has to be determined well in

advance and selection of sample also must be scientific so that it represents the whole universe

Target the population

Target population for my research is corporate customers of business newspaper

Sampling Frame

150 companies in sec-62 63 61 58 etc of Noida are visited For the research the list of

companies can obtained from official website of NDA (Noida Development Authority) and

areas given by my Team Leader Mr Gaurav Shahi

Sampling Techniques

A structured questionnaire was design for executing the sampling process

Sample Size

For this research the sample size was 51 because it is tough to take response from corporate

customers during office hour

Executing of sampling process

For this process the response was taken by respondent on a structured questionnaire

Validate the sample

For the validation of data the SPSS 20 was used and apply necessary test

DATA COLLECTION

PRIMARY DATA

It has been collected by a structured questionnaire by visiting the corporate offices of NOIDA

SECONDARY DATA

It was collected through different websites company brochures and manual of the company

Institute of Technology amp Science [ITS] Page 35

RESEARCH INSTRUMENT

A structured questionnaire has been prepared for conducting research It has been kept in a proper

framework to make it clear to the questionnaires The questionnaires comprises of both open ended

and close ended questions A simple questionnaire has been attached in the report

RESEARCH TOOL

Many statistical tools

Kmo amp Bartlettrsquos test

Median

Mode

Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive

conclusion

RESEARCH PLAN

To visit the Corporate offices at the areas allotted

Ask them ldquoare they aware of mint newspaperrdquo and if they are aware then whether they purchase it

or not

Next is to find out whether customer would want to get involved in reading business newspaper in

future if they are not aware yet

Then explain them about the product and make them aware about the brand and its products

And finally convince them to get into a contract with Ht mint for reading purpose or purchased it

Institute of Technology amp Science [ITS] Page 36

CHAPTER-9

DATA ANALYSIS AND

INTERPRETATION

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 32

CHAPTER- 8

RESEARCH METHODOLOGY

Institute of Technology amp Science [ITS] Page 33

RESEARCH

The basic types of research are as follows

A Descriptive vs Analytical

Descriptive research includes surveys and fact-finding enquiries of different kinds In analytical

research the researcher has to use facts or information already available and analyze that to make a

critical evaluation of the material

B Applied vs Fundamental

Applied research aims at finding a solution or an immediate problem facing a society or an

industrialbusiness organization While fundamental research is mainly concerned with

generalizations and with the formulation of a theory

C Quantitative vs Qualitative

Quantitative research is based on the measurement of quantity or amount It is applicable to

phenomena that can be expressed in terms of quantity On the other hand Qualitative research is

concerned with qualitative phenomenon relating to or involving quality or kind

D Conceptual vs Empirical

Conceptual research is that related to some abstract ideas or theory It is generally used by

philosophers and thinkers to develop new concepts or to reinterpret existing ones Empirical research

relies on experience or observation alone often without due regard for system and theory

Research design is only the frame work It is like a blue print that of a house designed by an architect

Out of all the above research design In research ldquoDescriptive Researchrdquo is considered as it only

includes survey of people amp by such research we know about the feedback and response of the

customers This method of research will help to know about the perception of customers of MINT

Institute of Technology amp Science [ITS] Page 34

with reference to their newspaper As it is a print media so its customers dealing

and customerrsquos satisfaction can be well understood by this research

SAMPLING DESIGN

It is impossible to do the research with the whole universe As we know that it is not feasible to go

for population survey because of the numerous customers and their scattered location (HTMEDIA is

widely spread in different parts of India) so for this purpose sample size has to be determined well in

advance and selection of sample also must be scientific so that it represents the whole universe

Target the population

Target population for my research is corporate customers of business newspaper

Sampling Frame

150 companies in sec-62 63 61 58 etc of Noida are visited For the research the list of

companies can obtained from official website of NDA (Noida Development Authority) and

areas given by my Team Leader Mr Gaurav Shahi

Sampling Techniques

A structured questionnaire was design for executing the sampling process

Sample Size

For this research the sample size was 51 because it is tough to take response from corporate

customers during office hour

Executing of sampling process

For this process the response was taken by respondent on a structured questionnaire

Validate the sample

For the validation of data the SPSS 20 was used and apply necessary test

DATA COLLECTION

PRIMARY DATA

It has been collected by a structured questionnaire by visiting the corporate offices of NOIDA

SECONDARY DATA

It was collected through different websites company brochures and manual of the company

Institute of Technology amp Science [ITS] Page 35

RESEARCH INSTRUMENT

A structured questionnaire has been prepared for conducting research It has been kept in a proper

framework to make it clear to the questionnaires The questionnaires comprises of both open ended

and close ended questions A simple questionnaire has been attached in the report

RESEARCH TOOL

Many statistical tools

Kmo amp Bartlettrsquos test

Median

Mode

Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive

conclusion

RESEARCH PLAN

To visit the Corporate offices at the areas allotted

Ask them ldquoare they aware of mint newspaperrdquo and if they are aware then whether they purchase it

or not

Next is to find out whether customer would want to get involved in reading business newspaper in

future if they are not aware yet

Then explain them about the product and make them aware about the brand and its products

And finally convince them to get into a contract with Ht mint for reading purpose or purchased it

Institute of Technology amp Science [ITS] Page 36

CHAPTER-9

DATA ANALYSIS AND

INTERPRETATION

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 33

RESEARCH

The basic types of research are as follows

A Descriptive vs Analytical

Descriptive research includes surveys and fact-finding enquiries of different kinds In analytical

research the researcher has to use facts or information already available and analyze that to make a

critical evaluation of the material

B Applied vs Fundamental

Applied research aims at finding a solution or an immediate problem facing a society or an

industrialbusiness organization While fundamental research is mainly concerned with

generalizations and with the formulation of a theory

C Quantitative vs Qualitative

Quantitative research is based on the measurement of quantity or amount It is applicable to

phenomena that can be expressed in terms of quantity On the other hand Qualitative research is

concerned with qualitative phenomenon relating to or involving quality or kind

D Conceptual vs Empirical

Conceptual research is that related to some abstract ideas or theory It is generally used by

philosophers and thinkers to develop new concepts or to reinterpret existing ones Empirical research

relies on experience or observation alone often without due regard for system and theory

Research design is only the frame work It is like a blue print that of a house designed by an architect

Out of all the above research design In research ldquoDescriptive Researchrdquo is considered as it only

includes survey of people amp by such research we know about the feedback and response of the

customers This method of research will help to know about the perception of customers of MINT

Institute of Technology amp Science [ITS] Page 34

with reference to their newspaper As it is a print media so its customers dealing

and customerrsquos satisfaction can be well understood by this research

SAMPLING DESIGN

It is impossible to do the research with the whole universe As we know that it is not feasible to go

for population survey because of the numerous customers and their scattered location (HTMEDIA is

widely spread in different parts of India) so for this purpose sample size has to be determined well in

advance and selection of sample also must be scientific so that it represents the whole universe

Target the population

Target population for my research is corporate customers of business newspaper

Sampling Frame

150 companies in sec-62 63 61 58 etc of Noida are visited For the research the list of

companies can obtained from official website of NDA (Noida Development Authority) and

areas given by my Team Leader Mr Gaurav Shahi

Sampling Techniques

A structured questionnaire was design for executing the sampling process

Sample Size

For this research the sample size was 51 because it is tough to take response from corporate

customers during office hour

Executing of sampling process

For this process the response was taken by respondent on a structured questionnaire

Validate the sample

For the validation of data the SPSS 20 was used and apply necessary test

DATA COLLECTION

PRIMARY DATA

It has been collected by a structured questionnaire by visiting the corporate offices of NOIDA

SECONDARY DATA

It was collected through different websites company brochures and manual of the company

Institute of Technology amp Science [ITS] Page 35

RESEARCH INSTRUMENT

A structured questionnaire has been prepared for conducting research It has been kept in a proper

framework to make it clear to the questionnaires The questionnaires comprises of both open ended

and close ended questions A simple questionnaire has been attached in the report

RESEARCH TOOL

Many statistical tools

Kmo amp Bartlettrsquos test

Median

Mode

Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive

conclusion

RESEARCH PLAN

To visit the Corporate offices at the areas allotted

Ask them ldquoare they aware of mint newspaperrdquo and if they are aware then whether they purchase it

or not

Next is to find out whether customer would want to get involved in reading business newspaper in

future if they are not aware yet

Then explain them about the product and make them aware about the brand and its products

And finally convince them to get into a contract with Ht mint for reading purpose or purchased it

Institute of Technology amp Science [ITS] Page 36

CHAPTER-9

DATA ANALYSIS AND

INTERPRETATION

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 34

with reference to their newspaper As it is a print media so its customers dealing

and customerrsquos satisfaction can be well understood by this research

SAMPLING DESIGN

It is impossible to do the research with the whole universe As we know that it is not feasible to go

for population survey because of the numerous customers and their scattered location (HTMEDIA is

widely spread in different parts of India) so for this purpose sample size has to be determined well in

advance and selection of sample also must be scientific so that it represents the whole universe

Target the population

Target population for my research is corporate customers of business newspaper

Sampling Frame

150 companies in sec-62 63 61 58 etc of Noida are visited For the research the list of

companies can obtained from official website of NDA (Noida Development Authority) and

areas given by my Team Leader Mr Gaurav Shahi

Sampling Techniques

A structured questionnaire was design for executing the sampling process

Sample Size

For this research the sample size was 51 because it is tough to take response from corporate

customers during office hour

Executing of sampling process

For this process the response was taken by respondent on a structured questionnaire

Validate the sample

For the validation of data the SPSS 20 was used and apply necessary test

DATA COLLECTION

PRIMARY DATA

It has been collected by a structured questionnaire by visiting the corporate offices of NOIDA

SECONDARY DATA

It was collected through different websites company brochures and manual of the company

Institute of Technology amp Science [ITS] Page 35

RESEARCH INSTRUMENT

A structured questionnaire has been prepared for conducting research It has been kept in a proper

framework to make it clear to the questionnaires The questionnaires comprises of both open ended

and close ended questions A simple questionnaire has been attached in the report

RESEARCH TOOL

Many statistical tools

Kmo amp Bartlettrsquos test

Median

Mode

Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive

conclusion

RESEARCH PLAN

To visit the Corporate offices at the areas allotted

Ask them ldquoare they aware of mint newspaperrdquo and if they are aware then whether they purchase it

or not

Next is to find out whether customer would want to get involved in reading business newspaper in

future if they are not aware yet

Then explain them about the product and make them aware about the brand and its products

And finally convince them to get into a contract with Ht mint for reading purpose or purchased it

Institute of Technology amp Science [ITS] Page 36

CHAPTER-9

DATA ANALYSIS AND

INTERPRETATION

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 35

RESEARCH INSTRUMENT

A structured questionnaire has been prepared for conducting research It has been kept in a proper

framework to make it clear to the questionnaires The questionnaires comprises of both open ended

and close ended questions A simple questionnaire has been attached in the report

RESEARCH TOOL

Many statistical tools

Kmo amp Bartlettrsquos test

Median

Mode

Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive

conclusion

RESEARCH PLAN

To visit the Corporate offices at the areas allotted

Ask them ldquoare they aware of mint newspaperrdquo and if they are aware then whether they purchase it

or not

Next is to find out whether customer would want to get involved in reading business newspaper in

future if they are not aware yet

Then explain them about the product and make them aware about the brand and its products

And finally convince them to get into a contract with Ht mint for reading purpose or purchased it

Institute of Technology amp Science [ITS] Page 36

CHAPTER-9

DATA ANALYSIS AND

INTERPRETATION

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 36

CHAPTER-9

DATA ANALYSIS AND

INTERPRETATION

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 37

1

INTERPRETATION

4706 Respondent are above 30 year 1765 respondent are between 20 to 25 years

3529 respondent are between 25 to 30 years In my research all the respondents are

Above 20 year old It is quiet clear that in my primary reserch respondent were comprasing of all ages

and they are also from differnt areas

respondent age

Percent

Valid 20 to 25 176

25 to 30 353

30 above 471

Total 1000

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 38

2 EDUCATIONAL QUALIFICATION

INTERPRETATION

In this research 5686 respondent are post graduates with different streams 1961 are

professionals like CA CS etc Another 1961 in green colour are graduates and rest 392 are

diploma holders In this research the respondents are from different educational background

educational qualification

Percent

Valid

Diploma 39

Graduate 196

post graduate 569

professional qualification 196

Total 1000

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 39

3

do you ever subscribe mint

Percent

Valid

Yes 235

No 765

Total 1000

INTERPRETATION

The above graph shows about the status of subscriber of MINT business daily 2353 respondents

are those respondents who are the subscriber of MINT Rest of 7647 are never ever subscribed

mint This data shows that the brand availability of mint in market is very low Another reason is

competition with Economic Times The market share of Economic times is more than 50

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 40

4

INTERPRETATION

The above graph shows that 549 people read MINT but in other hand 451 people does not

read Mint It means previously the promotion campaign and number of reader are high but in

current the no of readers are decreasing

do you ever read mint

Percent

Valid

Yes 549

No 451

Total 1000

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 41

5

INTERPRETATION

373 people read TOI+ET along with some other newspaper 157 people read HT+MINT+HH

This graph represents that which newspaper they read Different customers like to read different

newspapers along with other Hindi or business daily newspaper That is why some combinations of

different newspapers was made which are mostly preferred to read by corporate customers

which news paper do you read

Percent

Valid

TOI ET amp other 373

HT MINT HH 157

BL HINDU 78

ET TOI DJ 39

HT HH 59

BS amp other 98

ht et ampother 39

HT TOI amp OTHER 78

OTHERS 78

Total 1000

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 42

6 Kindly rank the following newspaper where 1 means most

preferred amp 5 stands for least preferred

Newspaper Rank 1 Rank 2 Rank 3 Rank 4

Economic times 706 118 59 98

Business

standard 98 412 196 78

Business line 137 333 471 157

Mint 59 118 275 549

Others ----- 20 ----- 118

Total 1000

1000

1000

1000

INTERPRETATION

It was found in the survey that the economic times is most preferred newspaper and

occupy the position of no1 among all business newspapers 2nd most preferred

newspaper is business standard For different people different newspaper was most

preferred like for 137 of my sample size prefer business line over others The

Economic Times has the more than 50 market share in business newspaper segment

Due to its wide availability it is most preferred business newspaper in Noida region

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 43

GRAPH OF QUES 6

RANK1

RANK2

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 44

RANK3

RANK4

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 45

7 When you think about business newspaper which newspaper comes to

your mind

Newspapers 1st of mind recall 2

nd of mind recall 3

rd of mind recall

economic times 627 157 157

business standard 78 255 314

business line 157 373 157

Mint 20 59 157

financial express 20 98 196

Others 98 59 20

Total 1000 1000 1000

INTERPRETATION

This data talks about that brand recall and recognition of different business newspaper The

Economic times has highest brand recall in business newspaper segment It means the brand

awareness of economic times is very high People recall business newspaper as Economic times

When they think about business related newspaper the very first thing appears in their mind is

Economic times Then the second thought is about newspaper like Business standard or Business

Line When any customer wants to subscribe business newspaper then the very first newspaper they

thought was Economic times 627 respondent thought when they thought about business news the

first newspaper comes to their mind was Economic Times Though trough our effort it has been

improved sustainably whose effect can be visualised in the coming years

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 46

GRAPHS OF QUES7

1ST

OF MIND RECALL

2ND

OF MIND RECALL

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 47

3rd

of mind recall

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 48

8 Kindly rank the following attributes in the order of preference for

your most preferred business newspaper

ATTRIBUTES Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9

Price 196 196 59 98 176 59 59 59 39

Business article amp

analysis 471 137 176 78 39 39 20 20 39

User friendly size 39 78 39 235 196 39 157 157 137

Exclusive content of

THE WALL STREET

JOURNAL

78 59 59 78 98 176 196 196 176

SUPPLEMENTS --- 39 157 157 78 216 98 98 118

LANGUAGE

59 59 98 98 118 137 98 98 78

LOCAL NEWS

COVERAGE 20 118 137 78 78 176 216 216 78

STOCK MARKET

REPORTS 118 255 157 78 118 78 39 39 59

SPORTS NEWS

COVERAGE 20 59 118 98 98 78 118 118 275

Total 1000 1000 1000 1000 1000 1000 1000 1000 1000

INTERPRETATION

This data talks about the preference of different peoples to buy a business newspaper471 people

preferred business article amp analysis before buying a business newspaper This data helps company to

know about the preference of customer so that they can focus on those attribute in which they are

lacking and trying to improve those attributes so they get competitive advantage over their

competitors Different peoples have different attributes as their preference this data clearly shows that

some like business article and analysis as their first preference some thought that price is most

preferred attribute for buying a business newspaper

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 49

Graphs of Ques8

Rank 1

Rank 2

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 50

Rank 3

Rank 4

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 51

Rank 5

Rank 6

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 52

Rank 7

Rank 8

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 53

Rank 9

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 54

9

INTERPRETATION

353 people read MINT because they like the paper size of mint 216 people read MINT

because mint is available The size of Mint is Berliner that is why the size of Mint is user friendly

People like mint because of its size

what inspire you most about mint

Percent

Valid

Price 39

content material 196

paper size 353

Availability 216

Supplements 20

regular columns 20

Other 157

Total 1000

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 55

10

INTERPRETATION

The above graph shows that how many respondents like to recommend to Mint to their colleague

608 respondents says that they does not recommend MINT to their colleagues But only 392

respondents says that they recommend MINT to their colleague

It means there was some problem related product that is why 608 people doesnrsquot like to

recommend mint to their colleagues or friends

Would you like to recommend your colleague to buy mint

Percent

Valid

Yes 392

No 608

Total 1000

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 56

11

INTERPRETATION

This graph says that 765 corporate respondents do not give us the permission for canopy

promotion in their office premises Only 235 people gave us the permission for canopy

promotion We did canopy promotion only in NTPC Township Noida sec-33 during the period

of SIP

will you interested in canopy promotion in your office premises

Percent

Valid

Yes 235

No 765

Total 1000

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 57

12

INTERPRETATION

This data is about the query of people related to MINT newspaper 412 people have query about

the pricing issues of MINT 216 people have no queries about MINT176 people have other

query like promotional activity language amp other local news coverage 78 people says that they

have problem in distribution network Some people have query related to combo pack more

content data analysis etc

kindly enlist your query

Percent

Valid

PRICING ISSUE 412

DISTRIBUTION NETWORK 78

CONTENT 59

DATAampVALUES 39

OTHERS 176

NO QUERY 216

combo pack 20

Total 1000

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 58

23

INTERPRETATION

In the above graph the data shows on the topic of liking the content of MINT 275 says that they

are neither agree nor disagree It might be because these are the customers who donrsquot ever read

MINT 255 people says that they doesnrsquot like the content of mint According to 215 people

they are agree on the liking of content of MINT It means that lots of customer doesnrsquot have the

idea about the content in MINT

SATISFACTION LAVEL i like the content of

mint

Percent

Valid

strongly disagree 59

Disagree 255

neither agree nor disagree 275

Agree 216

strongly agree 196

Total 1000

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 59

24

INTERPRETATION

According to 495 people they read business newspaper because they want to know about the

stock market Another 294 are strongly agree that they read business newspaper because of stock

market A huge no of reader read business newspaper because of stock market news and to get an

idea about stock market

i read business newspaper to know about the

stock market

Percent

Valid

strongly disagree 20

Disagree 39

neither agree nor disagree 157

Agree 490

strongly agree 294

Total 1000

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 60

25

INTERPRETATION

392 are agreeing that they like to read about international business news Another 431 are

strongly agreed that they like international business news It means behind the success of Mint the

international business news by THE WALL STREET JOURNAL plays a vital role More amp more

people like to read international news

i like to read about international business news

Percent

Valid

strongly disagree 20

Disagree 59

neither agree nor disagree 98

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 61

26

INTERPRETATION

431 people are strongly agreed that they read business newspaper because they want to know

about investment policy Another 392 are agreeing that they like to read about investment

policies It means business newspaper is an important source to gather information about

investment policies so the people will get more return after investing

I read business newspaper to know about the

investment policy

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 118

Agree 392

strongly agree 431

Total 1000

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 62

27

INTERPRETATION

883 people are agree or strongly agree that they read business newspaper because they get

detailed information about upcoming brands It means that people like to read about new products

amp brands so that they have an idea about upcoming products in future

i read business newspaper because i get

detailed information about upcoming brands

Percent

Valid

strongly disagree 20

neither agree nor disagree 98

Agree 471

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 63

28

INTERPRETATION

According to above graph I can say that people get detailed information about industries and their

current trend because 824 people says that they get detailed information about industries and

their current trend They like to read this section of business newspaper

i get detailed information about different

industries amp their current trend

Percent

Valid

Disagree 39

neither agree nor disagree 137

Agree 353

strongly agree 471

Total 1000

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 64

29

INTERPRETATION

824 people are Agree and Strongly Agree that from business newspaper they get to know about

the economic policies and their analysis by different government bodies Economic policies and

their analysis are the most important part of a newspaper

i get to know about the economic policies amp their analysis

Percent

Valid

Disagree 20

neither agree nor disagree 157

Agree 373

strongly agree 451

Total 1000

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 65

30

INTERPRETATION

People have lots of interest in reading about corporate strategies Another reason is that all my

respondents are corporate peoples804 love to read about corporate strategies They get an idea

about different companies lsquostrategies and adopt new things in their corporate houses if necessary

I love to read about corporate strategies

Percent

Valid

strongly disagree 20

Disagree 20

neither agree nor disagree 157

Agree 392

strongly agree 412

Total 1000

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 66

31

INTERPRETATION

294 amp 235 people are simultaneously agree and strongly agree that the size of mint is user

friendly But another 353 people donrsquot have an idea about the size of MINT so they can not

respond in that

The size of mint is user friendly

Percent

Valid

strongly disagree 39

Disagree 78

neither agree nor disagree 353

Agree 294

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 67

32

INTERPRETATION

Only 47 thought that the colour of mind is different from other business newspaper but 3922

people are neither agree nor disagree that the colour of mint is different from other business

newspapers The colour of MINT is totally different from other business daily The people who donrsquot

have idea about colour of mint they donrsquot even seen mint newspaper

the colour of mint is different from other business newspaper

Percent

Valid

strongly disagree 39

Disagree 98

neither agree nor disagree 392

Agree 235

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 68

33

INTERPRETATION

647 of total respondent are eagerly wait for the supplement that comes with daily business

newspaper They always buy a business newspaper which supplements they prefer to read They

wait for the supplements on desired day and starting looking at supplements first before reading

main newspaper

I eagerly wait for the supplements of business news paper

Percent

Valid

strongly disagree 20

Disagree 137

neither agree nor disagree 196

Agree 471

strongly agree 176

Total 1000

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 69

34

INTERPRETATION

669 people thought that they like the editorial section of MINT The editorial section of MINT is

good and people likes to read the editorial section of MINT

i like the editorial section of mint

Percent

Valid

strongly disagree 39

Disagree 157

neither agree nor disagree 235

Agree 294

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 70

35

INTERPRETATION

843 people are agree and strongly agree that they like to read the regular column of MINT

This result shows that the regular column of MINT is good and peoples like to read the regular

column of MINT

i like to read the regular column of newspaper

Percent

Valid

strongly disagree 20

neither agree nor disagree 137

Agree 510

strongly agree 333

Total 1000

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 71

36

INTERPRETATION

623 says that they enjoy getting yearly subscription at economical price It means when they

going to take any annual subscription of business daily they look for the price If the price is low

then there might be chances that they can switch from current newspaper to another newspaper

i can enjoy getting yearly subscription at

economical price

Percent

Valid

strongly disagree 20

Disagree 78

neither agree nor disagree 275

Agree 392

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 72

37

INTERPRETATION

628 people like free gifts with annual subscription Thatrsquos the reason why some companies can

offer free gifts along with annual subscription eg We also offer TIE to the employees of NTPC in

Noida sec-33(only for NTPC employee) along with the annual subscription of Rs 699 amp 899

I enjoy getting free gifts along with annual

subscription

Percent

Valid

strongly disagree 78

Disagree 59

neither agree nor disagree 235

Agree 373

strongly agree 255

Total 1000

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 73

-

38

INTERPRETATION

55 people like tour amp travel supplement on weekends It means people want something

refreshing at the end of week That is why MINT has a supplement of Mint (LOUNGE)

235 people are not agree neither disagree on the supplements

at week end

i like tour amp travel supplements on weekend

Percent

Valid

strongly disagree 98

Disagree 118

neither agree nor disagree 235

Agree 314

strongly agree 235

Total 1000

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 74

39

INTERPRETATION

755 people are like to read about the special editorial by critics on different social amp political

issues It means if a newspaper have social and political news then people prefer to read that

business newspaper

i like to read special editorial by critics on

different social amp political issues

Percent

Valid

strongly disagree 20

Disagree 98

neither agree nor disagree 118

Agree 490

strongly agree 275

Total 1000

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 75

40

my paper gives me value for money

Percent

Valid

strongly disagree 39

Disagree 20

neither agree nor disagree 137

Agree 235

strongly agree 569

Total 1000

INTERPRETATION

569 are strongly agree that their newspaper gives value for money Another 235 are agree that

their newspaper gave value for money137 are not cleared that their newspaper gave value for

money or not It means most of the customers are happy with their current newspaper which they

subscribed

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 76

FACTOR ANALYSIS

Factors influence buying behaviour of customer

1

INTERPRETATION

The kmo amp Bartlettrsquos test shows that the data used in the research is relevant or not If the kaiser-

Meyer-Olkin Measure of Sampling Adequacy result is less than 5 than the data is not

reliable and adequate But in this research the result is 742 which is near to 1 it means

the data in the process gave accurate and reliable result about the factors that influence

the buying behaviour of customer

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 742

Bartletts Test of Sphericity

Approx Chi-Square 256042

df 105

Sig 000

2

INTERPRETATION

The result in communalities interprets the reliability of data and the adequacy of the data In

maximum question the communalities result is more than 6 which means the data used in

questionnaire is reliable and adequate and should used for the further purpose about buying

behavior of customer for newspaper

Communalities

Initial Extraction

i read business newspaper to know about the stock market 1000 649

i like to read about international business news 1000 698

i read business newspaper to know about the investment policy 1000 805

i read business newspaper because i get detailed information about upcoming brands 1000 655

i get detailed information about different industries amp their current trend 1000 686

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 77

1

3

INTERPRETATION

This table shows that 61 of the buying behaviour is explained by the factors extracted Show the

data was used for the development and increase of sales in the market by concluding the factors

which influence the buying behaviour

i get to know about the economic policies amp their analysis 1000 788

i love to read about corporate strategies 1000 698

i eagerly wait for the supplements of business news paper 1000 592

i like the editorial section of mint 1000 592

i like to read the regular column of newspaper 1000 517

i can enjoy getting yearly subscription at economical price 1000 359

i enjoy getting free gifts along with annual subscription 1000 744

i like tour amp travel supplements on weekend 1000 445

i like to read special editorial by critics on different social amp political issues 1000 560

my paper gives me value for money 1000 468

Extraction Method Principal Component Analysis

Total Variance Explained

Component Initial Eigen values Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total of

Variance

Cumulative Total of Variance Cumulative Total of Variance Cumulative

1 4687 31244 31244 4687 31244 31244 2878 19185 19185

2 1882 12547 43791 1882 12547 43791 2509 16730 35915

3 1610 10734 54525 1610 10734 54525 2169 14462 50377

4 1079 7195 61719 1079 7195 61719 1701 11342 61719

5 1006 6708 68427

6 850 5667 74094

7 757 5045 79139

8 675 4502 83641

9 505 3369 87010

10 445 2967 89976

11 415 2765 92741

12 370 2465 95206

13 295 1969 97176

14 231 1541 98717

15 192 1283 100000

Extraction Method Principal Component Analysis

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 78

3

INTERPRETATION-

COMPONENTS

1 Specialty 2 Financial

information

3 Corporate news 4 Policies

information

845 827 819 820

721 765 689

626 730 528

547

The Rotated Component Matrix shows the factor loadings for each variable The 1st variable having

good loading was called as speciality of newspaper Speciality includes the special benefits of different

newspaper eg annual subscription supplement and economical price these things are different in

different newspapers 2nd

component is about the financial information like the investment policies

stock market and business news of the newspaper 3rd

component is about the news of corporate

companies and their strategies 4th

component is about the policy information about economy and

analysis of them

Rotated Component Matrixa

Component

1 2 3 4

i enjoy getting free gifts along with annual subscription 845

i eagerly wait for the supplements of business news paper 721

i like to read special editorial by critics on different social amp political issues 626

i can enjoy getting yearly subscription at economical price 547

i read business newspaper to know about the investment policy 827

i like to read about international business news 765

i read business newspaper to know about the stock market 730

i get detailed information about different industries amp their current trend 819

i love to read about corporate strategies 689

i get to know about the economic policies amp their analysis 820

Extraction Method Principal Component Analysis

Rotation Method Varimax with Kaiser Normalization

a Rotation converged in 7 iterations

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 79

Buying behaviour of customer towards mint 1

INTERPRETATION-

The result of kmo amp Bartlettrsquos test is 601 which is not excellent but good Which means this data is

good for conducting the research The result is near to 1 which proofs that the data used in the

process is relevant and adequate

2

INTERPRETATION-

Only one factor was extracted in the above factor analysis The loading of individual items was

satisfactory because all the loadings are more than 5 This factor represents the items which

influence the buying behaviour of customer of MINT

3 Reliability

INTERPRETATION-

For the above conducted test the reliability of the test is satisfactory and gave a good result because

cronbachrsquos Alpha is 608 which is near to 1

KMO and Bartletts Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 601

Bartletts Test of Sphericity

Approx Chi-Square 27531

Df 6

Sig 000

Component Matrix

Component

1

the size of mint is user friendly 825

i like the editorial section of mint 716

the colour of mint is different from other business newspaper 622

SATISFACTION LAVEL i like the content of mint 551

Extraction Method Principal Component Analysis

a 1 components extracted

Case Processing Summary

N

Cases

Valid 51 1000

Excluded 0 0

Total 51 1000

a List wise deletion based on all variables in the procedure

Reliability Statistics

Cronbachs

Alpha

N of Items

608 4

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 80

CHAPTER-10

CONCLUSION

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 81

FINDINGS

bull 706 people prefer to read economic times than other business newspaper

bull 5686 of the people are satisfied with the current newspaper they read

bull 353 people like MINT because of its paper size

bull The supplements of MINT are fairly popular amongst the target audience which is

good for the brand

bull 471 of the people are more focussed on the information about business article and

it is analysed as first attribute while selecting any business newspaper in comparison

to price and other attribute

bull During the research it was observed that News channels and Internet media had

adversely affected the reading pattern of the readers up to a considerable extent

bull 755 of the people want sports and political news from the business daily

bull During the research it was found that most of the people want to change the

traditional yellow colour pages of business daily as 47 people agrees that the colour

of Mint is different from other newspaper

bull It was found during research that most of people subscribe newspaper through their

Local Vendors to whom they can trust easily

bull Large percentage of people were not ready to switch over to other business daily As

80 people thought that only their newspaper can give them a maximum satisfaction

or they like the content of the newspaper they currently subscribe to

bull Service problem is the main problem with newspaper because in my survey I

personally met so many people who were facing the problem of not getting

newspaper regularly

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 82

bull The font size of stock market related news is very small which

creates a negative perception for the readers of MINT

bull During research most of the people complained that mint provides improper list of

companies from BSE OR NSE

After making sales it was found that company took lots of time to start subscription

It will take almost 1 month to start a copy to the customer after booking date of

subscription

People also prefer Economic Times and other business newspapers because the price

of Mint is higher than others 412 people have query related to price of MINT

The partnership with The Wall Street Journal for international business is the

strongest part of MINT

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 83

CHAPTER-11

RECOMMANDATIONS

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 84

1 The price of MINT is higher than other business daily So reduce

some price or offer some gifts for the customers because the research shows that

471 people have query about price as they thought that price of MINT is high as

compared to the market leader lsquoeconomic timesrsquo

2 During the period of research it was found that MINT positioned itself as a casual

business newspaper and trying to sale that newspaper in corporate houses whereas

most of the corporate prefer reading hardcore business newspaper So MINT should

try to sell the newspaper to the casual readers like students management graduates

and other professionals who would not prefer to read hardcore business news

3 Focus more on the content and articles rather than on the paper amp print quality of

MINT because many customers have complained about the content of newspaper

Even some vendors also told us to improve the content of MINT

4 Number of centers should be increased from where the newspaper is available

because availability of MINT on street shops is very less

5 The corporate awareness and brand promotion is very low about the MINT because

764 people have never subscribed to MINT So company should have to focus on

it

6 Company should grab some creative advertisement for its newspaper so that the

customer could easily connect with the brand identity as 451 people have never

read MINT

7 MINT should clear its perception and USP towards its readers so that the proper

positioning of the business newspaper can be done

8 Provide small vouchers package at the time of Diwali or any other festivals

9 Service check calls at regular intervals

10 In order to develop the touch points with its readers and create a brand association

MINT should participate amp sponsor corporate events

11 Made collaboration with the B-schools and provide daily copies to the students at

their door steps

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 85

12 MINT should increase number of supplements on upcoming brands

and corporate strategies

13 Mint Business Daily Newspaper must promote its offering during Business

functions National Conferences Trade Fair Business School Events Induction

Program and MBA coaching centers to achieve the target as early as possible in

their life stage

14 A section regarding mutual funds must be introduced in The Smart Investor

Supplement for readers so that they must have an idea about the Mutual

Funds

15 Mint Business Daily Newspaper must start the Sunday Edition with a price

slightly lower than its competitors

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 86

CHAPTER-12

LIMITATIONS

bull The analysis is based on the survey of 51 respondents which is very less than its

target population So it canrsquot give me the accurate information

bull As far as survey part is concerned while collecting primary data through

questionnaire some respondents were not able to give right answer of some questions

While some have given irrelevant answers

bull Survey is based on NOIDA region So different geographical areas were not covered

in survey

bull The project was required complete within a certain time period and this was another

constraint for study

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 87

CHAPTER-13

BIBILIOGRAPHY

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 88

REFERENCES-

Publish material of the firm amp magazines

Companyrsquos Presentation

Project reports

WEB REFERENCES-

wwwlivemintcom

httpwwwhtmediainSectionaspxPage=Page-HTMedia-AboutUs wwwtribuneindiacom

wwwallindianewspapercom

wwweconomictimescom

httpwwwmbaskoolcombrandguidemedia-and-entertainment2307-hindustan-timeshtml

httpwwwhtmediainVisionaspxPage=Page-HTMedia-Vision

httpwwwhtmediainHistoryaspxPage=Page-HTMedia-History

InfoBestMediaInfocom

httpwwwhtmediaininvestorrelationsaspxPage=Page-HTMedia-Investor

Institute of Technology amp Science [ITS] Page 89

APPENDIX

Institute of Technology amp Science [ITS] Page 90

• 11 History-
• • 13 CHAIRPERSON
  • SHOBHANA BHARTIA
  • Chairperson
  • 1(HT Media Ltd)
  • The values personified by HT Media are
  • • Courage
    • Responsibility
    • Empowerment
    • Continuous Self Renewal
    • People Centric
    • • PRODUCT PROFILE
      • HT Mumbai continued to be a strong growth centre in terms of readership The newspaper consolidated its No 2 position in the city with an AIR of 136 Million It has remained the No 2 English broadsheet in the city for the last 10 IRS rounds
      • Punjab also added the maximum number of readers among all English newspapers in the state In addition to growing its readership in Chandigarh the newspaper has also made major inroads into the top cities of Amritsar Ludhiana and Jalandhar
      • • CHAPTER - 6
        • PRICING CHART OF MINT WITH OTHER
        • FINANCIAL NEWSPAPER

Institute of Technology amp Science [ITS] Page 90

• 11 History-
• • 13 CHAIRPERSON
  • SHOBHANA BHARTIA
  • Chairperson
  • 1(HT Media Ltd)
  • The values personified by HT Media are
  • • Courage
    • Responsibility
    • Empowerment
    • Continuous Self Renewal
    • People Centric
    • • PRODUCT PROFILE
      • HT Mumbai continued to be a strong growth centre in terms of readership The newspaper consolidated its No 2 position in the city with an AIR of 136 Million It has remained the No 2 English broadsheet in the city for the last 10 IRS rounds
      • Punjab also added the maximum number of readers among all English newspapers in the state In addition to growing its readership in Chandigarh the newspaper has also made major inroads into the top cities of Amritsar Ludhiana and Jalandhar
      • • CHAPTER - 6
        • PRICING CHART OF MINT WITH OTHER
        • FINANCIAL NEWSPAPER