A

Summer Training Project Report

On

“ANALYSIS OF CONSUMER BEHAVIOUR ON

THE TIMES OF INDIA”

Submitted for partial fulfillment of requirement for the award of

degree of

Bachelor of Business Administration

Chandigarh University, Mohali

Supervision by NAME:-MANSI
Asst. professor 17BBA1006
ROOP KAML BBA 5th SE3M
 ACKNOWLEDGEMENT

I take this opportunity to extend my sincere thanks to CHANDIGARH UNIVERSITY, for

giving me the opportunity to do summer internship with The Times of India Group and for
offering me unique platform to earn exposure and garner knowledge in the field of sales and
marketing. First of all, I extend my heartfelt gratitude to, my project guide Mr. Vishal Sharma,
chief manager at The Times of India, Chandigarh for having made my summer internship a
great learning experience by giving me his guidance, insights and encouragement which acted
as a continuous source of support for me during the entire journey throughout the internship. I
would also like to thank Mr. Chatinya Mehta, Assistant Marketing Manager of TOI,
Chandigarh for his help and guidance in sales and also my parents, friends and colleagues for
their sincere cooperation. Without which the success of this project wouldn’t had been possible.
I would like to express my profound gratitude to my faculty guide MS. Roopkamal Ma’am.
For her constructive support during the summer internship period which leads to successful
completion of my internship at The Times of India, Chandigarh.

______________________
(Signature of the student)
MANSI
17BBA1006
Vth
BBA
CERTIFICATE BY SUPERVISOR / ATTACHED
SUMMER TRAINING CERTIFICATE
This to certify that the report of the project submitted is the outcome of the project work entitled
THE TIMES OF INDIA carried out by MANSI bearing UID: 17BBA1006 Carried by under
my guidance and supervision for the award of Degree in Bachelor of Business Administration
of Chandigarh University
To the best of my knowledge the report
I) Embodies the work of the candidate him/herself,

II) Has duly been completed,

III) Fulfils the requirement of the ordinance relating to the BBA degree of the University and

IV) Is up to the desired standard for the purpose of which is submitted.

_______________________
(Signature of the Supervisor)
ROOP KAMAL
Designation:
BBA
 DECLARATION
I the undersigned solemnly declare that the report of the project work entitled THE TIMES
OF INDIA, is based my own work carried out during my study under the supervision of Asst.
professor ROOP KAMAL.
I assert that the statements made, and conclusions drawn are an outcome of the project work. I
further declare that to the best of my knowledge and belief that the project report does not
contain any part of any work which has been submitted for the award of any other
degree/diploma/certificate in this University or any other University.

_________________
(Signature of the Candidate)
MANSI
17BBA1006
 EXECUTIVE SUMMERY
The purpose of this project report is to find out the buyer’s behaviour and customer satisfaction
level towards The Times of India in the kharar area. The objective of this study is to understand
the buyer’s behaviour and satisfaction toward price, quality and availability of The Times of
India in kharar. This study also focuses on finding the motive and the customer awareness and
acceptance level about the products as well as their expectations from the times of India. This
study also includes how the company does positioning of their products in various market
segments and also how they create awareness of their products quality very effectively with
the help of advertisement and household survey.
The information was collected through the well-structured questionnaire given by the company
itself for collecting the data, from house-hold survey which targeted mostly customers residing
in kharar or landran area. And uses the newspaper. The descriptive research design is used for
this study and convenience sampling is used as a sampling technique. The data collected
through the questionnaire has been analysed using statistical tools such as percentage analysis.
To analyse the data MS, excel has been used.
It was found through the survey that there is a strong brand awareness about The TimesOf
India. Most of the customers were either men or the students. Common problems like vendors
and receiving late newspaper has been a complaint from the customers.
The findings and the objective are about the value adding services provided by the company
like home delivery itself as well as providing extra benefits in the form of gifts and coupons
provided by the company.
 TABLE OF CONTENTS

Declaration i
certificate ii
Acknowledgements iii
CHAPTER NO. CHAPTER TITLE PAGENO.

1 Introduction 1-30

2 Review of Literature 31-33

3 Need, Scope & Objectives of the Study 34-36

4 Research Methodology 37-44

5 Data Analysis 45-54

6 Findings of the Study 55-57

7 Conclusion and Recommendations 58-61

References 62-63

Appendix 64-67
 LIST OF TABLES
TABLE NO. TABLE TITLE PAGE NO.

5.1 Time Spent 46

5.2 Newspaper Like to Read 47

5.3 Like most in Newspaper 48

5.4 Favorite Column 49

5.5 Habit of going through Additional Supplements 51

5.6 Satisfaction for Educational Queries 52

5.7 Satisfaction for Business Information 53

5.8 Satisfaction for Classified Section 54
 LIST OF FIGURES

FIGURE NO. FIGURE TITLE PAGE NO.

1.2.1 The Times of India 4
4.3.1(1) Billing Receipt of Times of India 43
5.1 Time Spent 46
5.2 Newspaper Like to Read 47
5.3 Like most in Newspaper 48
5.4 Favorite Column 49
5.5 Habit of going through Additional 51
Supplements
5.6 Satisfaction for Educational Queries 52
5.7 Satisfaction for Business Information 53
5.8 Satisfaction for Classified Section 54
 CHAPTER:1
INTRODUCTION
 THE TIMES OF INDIA.

ORGANISATION PROFILE

The Times Group whose parent company is Bennett, Coleman & co. ltd. which is the largest
company in media and entertainment industry in India as well as south Asia.
It is an English- language daily morning newspaper published in Ahmadabad, Mumbai, and
Delhi. It is one of the most prominent newspaper in India.
Earlier it was called the Bombay times and the journal of commerce, the paper was founded in
1838 to serve the British residents of western India. At first it used to be bi-weekly newspaper,
then later it became daily newspaper in 1851. And its name changed into The Times of India
in 1861.(lotha, 2017)
The Times of India is considered as the largest English Published newspaper in the world,
BCCL and its alliances are The Times of India Group, and available in currently every media
platform such as newspapers, Books, Magazines, TV, Radio, Internet, Movies, Music etc. They
have a great strength of 11,000 employees (2014), its revenue is exceeding $1.5 Billion, it has
the back of more than 25000 advertisers and a huge audience across the world.

KEY BUSINESS AREAS:

● Publishing.
● Digital
● Television
● Out of home
● Other activities

PUBLISHING.
● Largest publisher in India with 18 magazines, 13 newspapers, 26 printing press, 16
publishing centres.
● Largest English newspaper in India and largest by circulation in world, the Times of
India.
● Largest Business newspaper in India and 2 largest by circulation as in English Business
daily in the world, after wall street journal, the Economic Times.
● Largest local newspapers suppliers in Mumbai, Delhi, Bangalore by circulation.

Television: -
● Largest English News TV Channel which is Times Now and No. 2 English Business
News TV Channel.
● It has Bollywood’s largest News and Lifestyle TV Channel, No. 2 English Movies TV
Channel.
Digital: -
● Largest network based on traffic and revenue in India (behind Google, Facebook,
Yahoo).
● Operates around 30+ digital businesses, most of which are in the Top 3 of their
competitive section.
● Most popular business to consumer segment mobile short code is in India, over SMS,
voice, USSD Radio, and WAP.
● Largest radio system in India with profits and listeners, with 32 stations.
● Controls the largest rock radio system in the UK.

Out-of-home: -
● Largest Outside advertising business in India present in all major metro cities.
● Owns advertising contracts in many airports of India.

Other Activities: -
● Music
● Movies
● Networking
● Education
● Financial Services
● Event Management
● Special publications such as books and multimedia.

HISTORY
1838
On 3rd of November 1838 the first edition of The Bombay Times and Journal of Commerce
were published, reviewing basically the business section of Bombay. It was published twice a
week and Dr J.E. Brennan was the Editor.

1850
Shareholders decided to maximize their share capital and changed the bi-weekly newspaper
into a daily newspaper.

1859
Bombay Standard and Chronicle of Western India was consolidated into The Bombay Times
and Journal of Commerce to make Bombay Times & Standard.
1861
Editor Robert Knight combined The Bombay Times & Standard and Bombay Telegraph &
Courier to create The Times of India - giving it a national position.

1892
T. J. Bennett becomes the editor and enters into an association with F.M. Coleman to establish
a joint stock company - Bennett, Coleman & Co. Ltd. (BCCL).

1907
Editor Stanley Reed transform news production by increasing the deadline to midnight. After
that any news that came in after 5 pm was postponed for the next day. The newspapers’ first
price war was also started with cover price being reduced from 4 annas to 1 anna – leading to
five times more increase in circulation.

1946
The Times of India got Indian holding by Seth Ramakrishna Dalmia who purchased the
company.

1947
Special Sunday edition of Times of India initiated in Mumbai. The company also begin its
Hindi daily newspaper – Nav Bharat Times in Delhi.

1948
Sahu Jain Group took over the company as owners after Ramakrishna Dalmia sold the firm to
his son-in-law Sahu Shanti Prasad Jain - who became the first Chairman of the company.

1950
In Delhi “Times of India” was launched.

1952
The famous magazine “Filmfare” was launched.

1959
Women’s magazine “Femina” was launched.

1961
The Business newspaper “Economic Times” was launched.

1962
Local newspaper “Maharashtra Times” launched.

1965
Famine Miss India contest started.

1988
Times of India completed it’s 150 years. Specific stamp was released by Government of India
to celebrate the occasion.

1996
The Times of India crossed one million labels in circulation. It also carried the first coloured
picture in history.

1997
BCCL made their way into music industry with Times Music.

1999
India times web portal launched; BCCL entered music merchandise business along with Planet
M. and also operated the first-ever private FM broadcast through Times FM.

2000
The Times of India crossed the two million mark in circulation.

2001
Radio Mirchi was Nationwide private FM broadcasting starts. 360 Degrees after which
business of Event management was also launched. TOI becomes "Number One" in Delhi.

2003
Times Private Treaties as a strategic business division was started. Jobs portal Times Jobs was
established. TOI application was launched. With the launch of India’s first lifestyle and
entertainment channel Zoom entered T.V Business

2005
Times Matri website was launched which was a matrimonial site – later renamed as Simply
Marry. Mumbai Mirror, daily magazine launched in Mumbai.

2006
Launched a television News Channel called Times Now.
Radio Mirchi holding company ENIL lists on the Indian stock markets. It was the first time
Times Group Company to list on the bourses with initial public offering being overstate by
more than 41 times.
Launched an online Property services platform “Magic Bricks”. Also launched an online global
money transfer “Remit2Home”.
Possession of Karnataka’s leading newspaper company Vijayanand Printers Limited made
BCCL the supreme force in Karnataka.
2007
Bangalore Mirror, Ahmedabad Mirror, ET (Gujarati) and What’s Hot – a premier weekend
entertainment supplement newspaper was launched. The Times of India becomes leading
English daily in all over the world by breaking the 3 million circulation mark and beating Sun
(tabloid) of UK.

2008
Launch of Economic times in Hindi, Pune Mirror and The Times of India editions at Jaipur,
Goa and Chennai. Possession of Absolute Radio in the UK.

2009
Launched TOI Crest edition. ET Now was launched which is an premier business news channel
which has been combined with newsroom with ET print edition.

2010
Re-branding Private Treaties as Brand Capital. A newspaper was launched “The speaking
tree”. ET Wealth was launched. Maharashtra Times launched in Pune edition. Vijay Next-
premier weekly newspaper from Vijay Karnataka was launched. India’s first premium movie
channel “Movies Now” was launched in “HD” quality.

2011
Sunday ET was Re-launched as a tabloid.
Bodhivriksha an spiritual weekly newspaper was launched in Kannada.
Launch of “The Times of India” newspaper in Coimbatore and Madurai/Trichy Editions.

2012
“The Times of India” was launched in Kerala, Visakhapatnam and Raipur Edition.

2013
Kolhapur Edition was launched of the “Times of India”.

Subsidiaries of Times Group

TIML & ENIL

Times Innovative Media Limited (TIML) & Entertainment Network India Limited (ENIL) that
together control,
● Radio Mirchi is a network at national level of Private FM stations
● With events of 360 degree
● Times Outdoors
 ● Mirchi Movies Limited Filmed Entertainment. Producers of BEING CYRUS,
VELLITHIRAI, MANJADIKURU.

Times Internet Limited

One of the biggest internet companies of India is Times Internet Limited. It gives us
business news online, other news online in Bengali, Hindi, Kannada, and Marathi news on
mobile, e-Commerce, music, video, and etc. other larger properties of TIL has are:
● India times shopping - one of the largest and earliest ecommerce portals in India
● India
● Times of India
● Economic times.com
● Navbharattimes.com
● Maharashtra Times
● Timescity.com
● Gaana.com
● BoxTV.com
● Times Deal

Times of Money
financial remittance services for Indians is operated by Times of Money so that they could send
money to abroad and to send money back to India. Remit2India, which is their product and it
is a single product, while it is also powering the remittance services of many banks globally.

Times Global Broadcasting Limited

Television division. which is also known as Times Television Network.
● Times Now A general interest news Channel
● Recruitments- Smart Hire A Consulting Division
● ET Now- business news channel
● Zoom- which is a famous Bollywood gossip and entertainment channel
● Movies Now- Hollywood Movies channel as in India's first HD channel

Times Business Solutions

● TBSL, corporate website of TBSL.
● Times Jobs, a jobs portal.
● Techgig- For Technology Peoples it is a professional site.
● Simply Marry, a matrimonial portal.
● Magic Bricks, a real estate portal.
● Yolist, free classifieds portal.
● Ads2Book- an online booking system for print publications.
 ● Peer Power, a Senior-Level professional networking portal.

Worldwide Media
Worldwide Media - started off as a 50:50 magazine joint venture between BCCL and BBC
magazines. It was announced that Bennett, Coleman & Co. in august 2011 that, they bought
the 50 per cent remaining shares of Worldwide Media from BBC Worldwide thereby
making Worldwide Media a fully owned subsidiary of BCCL.
● Filmfare
● Filmfare Awards
● Femina
● Femina Miss India a Beauty Pageant
● Top Gear Magazine India
● BBC Good Homes
● Femina Hindi
● Grazia
● What to Wear

TIML Radio Limited

SMG sold The British Virgin Radio to TIML Radio Limited on 30 May 2008 For £53.2 million
with £15 million were kept for rebranding. On 28 September 2008, The British Virgin Radio
Station rebranded as Absolute Radio, as well as the other radio stations Absolute Xtreme and
Absolute Classic Rock.

Stations
● Absolute Radio
● Absolute Radio 60s
● Absolute Radio 70s
● Absolute 80s
● Absolute Radio 90s
● Absolute Radio 00s
● Absolute Classic Rock
● Absolute Radio Extra company is a direct subsidiary of BCCL.

Times Syndication Service

The syndication division of The Times of India Group, grants reprint rights for text, and other
media from the group's publications.

Brand Capital
Brand Capital provides funding to growth-oriented enterprises for their long-term brand
building needs.

Online shopping
Sativik shop, an online shopping website dedicated to organic and ayurvedic products.

Key Management
Bennett, Coleman & Co. Ltd.
PROMOTERS & DIRECTORS
1. Chairperson: Indu Jain
2. Vice-Chairman & MD: Samir Jain
3. Managing Director: Vineet Jain

BOARD OF DIRECTORS
1. Executive Director: Trishla Jain
2. Executive Director & CEO: Ravindra Dhariwal
3. Executive Director & COO: Shrijeet Mishra
4. Executive Director & President: Arunabh Das Sharma
5. Non-Executive Director: A.P. Parigi
6. Non-Executive Director: Kalpana J. Morparia
7. Non-Executive Director: M. Damodaran
8. Non-Executive Director: Leo Puri

Times Television Network (comprising TGBCL and ZEN)

Group CEO (TV business): Sunil Lulla

ZEN CEO: Avinash Kaul

Times Internet Limited
CEO: SatyanGajwani

Times of Money
President: Avijit Nanda

Times Business Solutions Ltd.

CEO: Debashish Ghosh

Times VPL
CEO: Sunil Rajshekhar

Worldwide Media.
CEO: Tarun Rai

Entertainment Network (India) Ltd.

CEO: Prashant Panday
Alternate Brand Solutions (I) Ltd.
CEO: Prashant Panday

Times Innovative Media Ltd

CEO: Sunder Hemrajani

Absolute Radio
CEO: Donnach O' Driscoll

Times Foundation Head:

Shailendra Nautiyal

EDITORIAL HEADS

The Times of India

Editorial Director: Jaideep Bose
Executive Editor: Arindam Sengupta
Economic Times
Editorial Director: Rahul Joshi

Maharashtra Times
Executive Editor: Ashok Panwalkar

Navbharat Times
Executive Editor: Ramkripal Singh

Mumbai Mirror
Editor: MeenalBaghel

TreeSpeaking
Editor: Narayani Ganesh

Vijaya Karnataka
Editor: E. Raghavan

Times Now
Editor: Arnab Goswami

ET Now
Editor: R. Sridharan

ZOOM
Editor: Omar Qureshi

WORLDWIDE MEDIA

Worldwide Media (WWM) is a joint venture between the BCCL and BBC Worldwide. It
is the India’s largest producer of lifestyle and special interest magazines. It was formed in 2004
and in 2011 it became a wholly owned subsidiary of Bennett, Coleman and Company Limited
(BCCL). From just four magazines in 2008, WWM is currently producing 13 magazines in
India and worldwide. The Times of India Group have the selling and distribution right of these
magazines for India. The magazines are: -
● Femina
● Femina (Hindi)
● Femina (Tamil)
● FilmFare
● Filmfare (Hindi)
● BBC TopGear
● Hello!
● Grazia
● BBC Good Homes
● Lonely Planet
● Home Trends
● BBC Knowledge
● BBC Good Food
1.2 INTRODUCTION TO THE PROJECT

Consumer Behavior is referred to the selection, purchase and consumption of goods and
services for the satisfaction of their needs and wants. Consumer behavior involves different
processes. At first the consumer finds and tries to understand what goods or products it would
like to take, then he selects those commodities that promise greater utility. After selecting the
products, he would try to estimate the available money which he can spend. Lastly, the
consumer analyzes the convincing prices of commodities and takes the decision about the
commodities consumer would consume. whereas, there will be various other factors affecting
the purchases of consumer such as social, cultural, personal and psychological.

1.3.1 FACTORS AFFECTING CONSUMER BEHAVIOR

1. Cultural Factors

Consumer behavior is very much prevailed by cultural factors such as: buyer culture,
background, subculture, and social status.

Culture

Culture is the part of every society and it is the important reason behind a person needs wants
and behavior. From country to country the impact of culture is on buying behavior differs
therefore marketers must be very careful while understanding the culture of different groups,
regions or even countries.

Subculture

Every culture as different subcultures such as nationalities, religions, geographic region etc.
Marketers uses these groups by segmenting the market into different small groups. For
example, marketers can design products according to the needs of an individual geographic
group.

Social Class

Every society has some sort of social class which is important for the marketers because the
buying behavior of people in each social class is similar. According to different social classes
marketing activities could be tailored. we should also know that social class is not only
analyzed by income but there are many other factors as well such as: wealth, education,
occupation etc.

2. Social Factors

Social factors also affect the buying behavior of customers. The important social factors are
references, family, friends, role and status.

Reference Groups

Reference groups have prospective in forming a person behavior or attitude. Across all
products and brands the impact of reference group differs. For example, if the product is
tangible such as shoes, sandal, clothes, car etc. then the influence of reference groups will be
more.

Family

Family members strongly influences the buying behavior of consumer. Therefore, it is

important for marketers to find the roles and influence of the husband, wife and children. If the
buying decision of a product is taken by wife, then in advertisement women are targeted by the
marketers. Here we should know that buying roles change with change in consumer lifestyles.

Roles and Status

Each person has different roles and status in their society depending upon the club, groups,
family, organization etc. where he belongs. For example, a woman is working in a company as
a H.R Manager. Now she has two roles to play, one of H.R manager and other of wife.
Therefore, her buying decisions will be affected by her role and status.

3. Personal Factors

Personal factors can also impact the consumer behavior. Some of the important personal factors
that influence the buying behavior are lifestyle, financial condition, profession, age, gender,
personality and self-concept.

Age

Age do have a potential impression on the consumer buying behavior. It is evident that the
consumers convert the goods and services with the passage of time they used to purchase.
Family consists life cycle of different categories of people such teenagers, singles, married
couples, unmarried couples, senior citizen etc. which help marketers to develop adequate type
of products for each category.

Occupation

The occupation of a person has important effect on its buying behavior. For example, a
marketing manager of an organization will buy business suits, but a lower level worker of the
same organization will buy rugged work clothes.

Economic Situation

Consumer financial status has great effect on their buying behavior. If the income and savings
of a customer is good, then he will purchase more better and expensive products. But if a person
has low income and savings will purchase less expensive products.

Lifestyle

Lifestyle of customers is another important factor impacting the consumer buying behavior.
Lifestyle is referred to a way a person lives in a society and is expresses to his\her surrounding
things. It is determined by customer interests, opinions, perception etc. and shapes their whole
pattern of acting and interacting in the world.
Personality

From place to place, time to time Personality of a person changes. Therefore, it has great
influence on the buying behavior of customers. Personality behavior of a man in different
circumstances not what he wears and how he looks. It has different traits such as: dominance,
politeness, aggressiveness, self-confidence etc. which is useful to determine the consumer
behavior for a product or service.

4. Psychological Factors

Psychological factors impacting the buying behavior of a customer are of four types- These
are: motivation, perception, learning, beliefs and attitudes.

Motivation

The degree of motivation also impacts the customers buying behavior. Every person has
different requirements such as physical needs, biological needs, physiological needs, social
needs etc. The nature of the requirements is that, some of them are wanting while others are
least wanting. Therefore, a requirement becomes a reason when it is more motivating to seek
satisfaction direct to the person.

Perception

Selecting, organizing and interpreting information in a way to produce something meaningful

understood, interpreted the experience of the world is called perception. Conceptual processes
include three different processes which are selective retention, selective distortion and selective
attention. In case of selective attention, marketers try to seek the consumer attention. Whereas,
in case of selective distortion, customers try to analyze data in a way that will support what the
customers believed in. Similarly, in case of selective retention, marketers try to understand
information that supports their beliefs.

Beliefs and Attitudes

Customer has a belief and perception towards various products. And such thoughts and beliefs
make a brand image and affect consumer buying behavior therefore marketers are interested in
them. Marketers can alter the beliefs and perception of customers if special campaigns are
launched in this regard.

1.3.2 STAGES IN CONSUMER DECISION MAKING PROCESS

A customer goes through different stages before buying a product or service.

NEED
↓
INFORMATION GATHERING/SEARCH
↓
EVALUATION OF ALTERNATIVES
↓
PURCHASE OF PRODUCT/SERVICE
↓
POST PURCHASE EVALUATION

Step 1 - Need of a person is the most powerful factor which leads to the purchasing of different
products and services. Need in fact is the motivation which provoke someone’s purchasing
decision of people.

A person who purchases soft drink or a bottle of water indicates his/her need for quenching his
thirst. However, in such cases steps such as information search and evaluation of alternatives
are not present. These two steps are important when any person purchases expensive
products/services such as house, cars, phones and so on.

Step 2 - When a person discovers his need for any product/service he tries to collect as much
data as he can.

An individual can gain knowledge of product\services through any of the following sources:

● Personal Sources – people may talk about his need with his friends, family, peer
members and other fellow members.
 ● Commercial sources - Advertisements, salesperson, Packaging of a product in many
cases trigger individuals to purchase the same, Displays (Props, Mannequins etc)
● Public sources - Newspaper, Magazine, Radio, etc
● Experiential sources – A person’s own encounter, precedent handling of a specific
product.

Step 3 - The next step is to estimate the different options present in the market. An individual
after collecting valid information tries to select the best option present as per his need, taste
and income.

Step 4 - After going through all the stages mentioned above, customer finally buys the
product\services.

Step 5 – After buying the product post purchase evaluation follows. Post purchase evaluation
is indicated to a customer’s analysis whether the product was fulfilled its purpose for him or
not, whether the product was useful according to his need or not?

1.3.3 SEVEN SECRETS.

The seven secrets of successful selling are explained below:

1. Know your customer

2. Know your product

3. Know the process of production, manufacture and distribution

4. Know your costs

5. Know your competitive edge

6. Know the communication process

7. Know yourself

Simply put the process of successful marketing stems from sound knowledge, good products,
innovative distribution channels and successful communication processes. Very frequently the
potential customers may be classified together to create market segments. It is important for
the marketer to be able to recognize how differently market segments varies from each other,
and how the needs each segment of markets is different prompt using different selling
techniques.

1. KNOW YOUR CUSTOMER

The customer may be an end user, a processor or a manufacturer or a middleman. The marketer
should must understand the requirements of every end user, processor, and manufacturer and
in terms of:

● Product quality specifications

● Product volume
● Product appearance and finish
● Product supply consistency

Understanding the needs or wants of the customer requires the marketer to create belief and
faith for the customers business or the personal requirements. This has been recently termed,
"relationship marketing”. A marketer with an identical product and an established relationship
with the customer have a competitive advantage.

2. KNOW YOUR PRODUCT

In order to market a product or a service successful, the seller must be able to define the benefits
of the products over those of the rival products. Benefits are different from advantages as
benefits relates to the specific needs of a customer, rather than the superiority of one product
over another.

The seller should also have a detailed knowledge of the demerits of their products processes or
utilization situations (for example, the use of untreated pine products in exposed situations as
opposed to treated products). The more the marketer is aware and understands the product and
its effects, the higher level of service attained to the customer, and the more beliefs developed
among the parties.
3. KNOW THE PROCESS

One of the most difficult exercises for the marketer can be getting the product to the customer.
Some knowledge of the species, site, sawing, processes, silvicultural harvesting techniques,
transportation and distribution required for the product to get into the hands of the customer
the marketer of farm forestry products should must possess them. The more knowledge that
the marketer has then it must assist the customer in the decision-making process, and then
greater is the chance of the sale.

4. KNOW YOUR COSTS

Unaware of the knowledge of the productions fixed and variable costs, it is hard to successfully
plan for profitability and sustainability of production. And the marketer must place an enough
margin on the product to cover the costs of all processes and Labour, as well as remain
competitive in the market world. knowing the costs and expected profitability level will also
bring some flexibility in the marketplace, and a situation of pricing war occurs.

5. KNOW YOUR COMPETITIVE EDGE

The greater the information of the marketing chain and their products, the more chances are
the relative power may get discovered. The strengths or advantages of competition commonly
relate to product, price, process, positioning and perception. In the traditional old-fashioned
timber industry, competition powers are achieved through proximity to the resource, ease of
harvesting and processing and proximity to marketplace.

6. KNOW THE COMMUNICATION PROCESS

Some customers enjoy regular contact from marketers, whereas other customers prefer to be
in control of the event. It is important for the marketer to understand the preferences of the
customer, to know how often the customer prefers to receive information and through which
media. For example, using current technology, it is possible to sell products using photographs
and text on a website. well, this can attract business from a particular segment of the market.
7. KNOW YOURSELF

It is extremely difficult to sell products and services that one doesn't believe in or doesn't
understand. To be a successful marketer, appraise your own strengths and weak messes in order
to present the selling opportunity to your customer in a way that works for you. This will
usually impact in a situation where all sides of people are comfortable and understanding, able
to know and relate to each other's needs and requirements. It's fun, enjoy it.

1.3.4CONSUMER BEHAVIOR AND MARKETING STRATEGY

The study on the customer helps company and organizations to improve. Their marketing
strategies is understood by such as how

● The psychology of how customer think, understand, feel, reason, and select between
different options (e.g., brands, local products).
● The psychology of how the customers are impacted by his or her environment (e.g. culture,
family, signs, media).
● The behaviour of consumers while making any marketing decisions or shopping.
● Consumer knowledge are limited or information understanding influence decisions and
marketing data.
● How consumer provocation and decision-making strategies changes between products that
differ in their level of value of interest that they involve for the consumer.
● Behaviour occurs in an individual person, or in the condition of a group, for example-
family influence kind of clothes an individual wear or a firm’s people on the work takes
decisions and which products the firm should use.
● Consumer behaviour includes the usage as well as disposal of products and study of how it
was purchased. Product use is often of great interest to the marketer, because it can
convince marketers how the product is best positioned or how we can persuade growth of
consumption. Since many external as well as internal factors result as product disposal
(e.g., oils being sent into sewage systems to save the recycling charges, or garbage
including plastics are filling up at landfills) this can also be an area of interest.

● Consumer behaviour includes tangible products, services and ideas as well

● How marketers can adopt and make better marketing campaigns and marketing strategies
to reach the consumer in more efficient way.

Understanding these problems help us to adapt our strategies by keeping the consumer in mind.
For example, by understanding that several different messages compete for our potential
customers' attention, we learn that to be effective, advertisements must usually be repeated
extensively. We also understand that consumers will sometimes be convinced by more, logical
reasons, but few times they will be convinced more by emotional or symbolic way. By
understanding the requirements of consumer, we will be able to make more proper decision as
to which strategy to employ.

Consumer behaviour is "The study on people, groups, or organizations and the processes they
choose to select, usage, security and disposal of products, services, experiments, or ideas to
satisfy their needs and the effect these processes have on the consumer and society."

1.3.5FOUR MAIN APPLICATION OF CONSUMER BEHAVIOR:

The most evident is for marketing strategy is making better marketing campaigns. For
example, by understanding that consumers are more inclined towards food advertising when
they are feeling hungry, we understand to keep the snack advertisements after the afternoon.
After knowing that new products are normally in starting is adopted by only few consumers
and spread later, and then only glorify, to the remaining of the population, we understand that

(1) the companies who launches new products must get investments so that they can stay
consistent until their products become a great success and

(2) it is necessary to convince initial customers, as they will in return influence majority of
similar customers’ brand choices.

There are many units in the market to be understood. Our focus in this place is the consumer.
However, we are also required to know our company’s strengths and weaknesses and those in
the competition. To understand a competing firm's potential threat; we need to examine its
assets and strengths (e.g., technology, market coverage, and awareness of its brands among
people) against pressures it faces in the market. Finally, we need to assess situation (the
marketing condition). For example, although we may have developed a product that offers
great appeal for consumers, a recession can cut demand easily.

At Present we are living in sophisticated era, which draws dramatic effect on the consumer
choices towards various products and services. Earlier people were interested in only the news
and major happenings in the world, but now people want many more things from the newspaper
and magazines, information regarding each and every field from education to business,
lifestyle, health and fitness, horoscope, political changes, religion, property, beauty and so
many other things.

The project taken is to know the perception and preferences of customers or readers towards
the Times of India.

Why do they want newspapers so cheap? This is the only product which is sold at a price less
than the cost of production. A NEWSPAPER COPY COSTS RS. 19 to THE TIMES OF INDIA
and customer is getting it @Rs.3.50 only.

There is a big competition between different companies. In time, they will need to have new
ideas, ways, approaches and techniques for acquiring a competitive distinction. Most of the
Indian organizations have started to understand the importance of Marketing management and
new strategy to be embraced during the marketing of the products. They have understood that
continuity is the key to excellence. This requires continuous development of their systems,
technology and people working there. Many companies prefer specialized marketing mix for
product.

Marketing management is bringing changes in marketing of products and services making them
best to be provided to the market and customers of the organization throughout the world.

Marketing management is an important process for acquiring organizational goals and mission
and get the competitive benefits. The goal of this Summer training project is to help us to
become an effective manager in today’s competitive world and global environment. The focus
of the project is on the various marketing processes in the area of marketing of the organization.
attention is given on finding the challenges of both managing and understanding the relation
of different activities of the organization, and how the marketing functions works of an
organization.
Customer impacts the decisions of an organisation, because customer rules the market the one
who impacts the economy. Therefore, it is very important to know the views of customer for
success of a product.
 CHAPTER-2
REVIEW OF LITERATURE
REVIEW OF LITERATURE

It was proposed to survey the literature regarding differentiation of the product offerings. If the
consumer finds him or herself in market that displays low level of differentiation, the consumer
might result to purchasing influenced by convince. Like consumers who displays complex
buying behaviour consumers with dissonance reducing behaviour were sought to establish
personal beliefs regarding the products. These beliefs with eventually transforms into attitude
regarding the product offerings. Some Economist had done extensive work on this. There had
been certain endeavours that have direct or indirect bearing on the present study.

Assail (2004) considered consumers displaying habitual buying behaviour as consumers who
did not experience the same sequences the previous two behavioural types. Instead of basing
their decision-making process on seeking product information pertaining to functionality or
characteristics, this type of consumer purchase was based on information gathered passively
via. Company’s promotional efforts, by it through the medium of TV, Radio, or Print
Advertising.

“Brand switching” is quite common to these type of consumer in way to satisfy their need for
multiformity.

Howard and Seth (2005) fully ascertained the effects that branding had on the consumer
decision making process. Howard model is used in the process of decision making during
purchasing activities. Its model illustrates that cognitive decision making is the process in
which consumers mentally process information that influences them.

Caperer (2007) mentioned that shift in focus towards brands began when it was understood
that they were something more than mere identifiers.

Aaker and Joachmisthaler (2011) stated the traditional branding model where a brand
management team was responsible for creating and coordinating the brands management
program. The key objective was the cooperativeness with the production and sales departments
in order to solve any queries related to the sales and market share.
Keller (2013) had given a qualitative statement that whenever marketer creates a new name,
logo, or symbol for a new product, he or she created a brand. He recognizes, however, that
brands are much more than that. As can be seen, according to these definitions’ brands have
simple and clear functions as identifier.

Kotler (2014) concluded that the essence of this approach is critical for organizational success,
so that they can have better understanding of their customer’s behaviour. The physical action
or behaviour of consumer and their buying decision every day can be measured directly by
marketers. For that reason, many organizations these days are spending lot of their resources
to research how customer makes their buying decision, what they buy, how much they buy,
when they buy and where they buy.
 CHAPTER-3
NEED, SCOPE AND OBJECTIVES
OF THE STUDY
3.1 NEED OF THE STUDY

The project undertaken is to know the perception and preferences of customers or readers
towards Times of India.

Why do they want newspapers so cheap? And how much a survey regarding products matters
for a company’s growth. An effective survey can support the performance of the company.
Company cannot make pertinent decision regarding problem until having the effective survey
which was done by interacting with readers and common person. So, improvements can be
taken with accurate information about the preference of the customers.

The subscriptions for the customer can also be renewed by us because of this project and we
get new subscriptions done as well which gives us an opportunity to meet with different
customers gain experience of customers face to face and also to understand the customer
satisfaction level and also to get an effective feedback from the customer with the help of a
market survey which helps in SWOT analysis and how to compete with competitors like
Tribune and increase market share so that overall development and sales of Times of India can
be increased.

3.2 SCOPE OF THE STUDY

The scope of the study was limited to Chandigarh to study Consumer Behaviour towards
Times of India, and the study was conducted in year 2015 (from 1 st June to 15th July) which
included: -

Corporate calling: corporate calls from different sectors such as bank call, stationary shop,
coaching centres, schools, private offices etc.

Field visits: Visiting dealers and distributors.

3.3 OBJECTIVES OF THE STUDY

Main objective of research study was to study the consumer behaviour towards newspaper-
Times of India based on the product features and schemes of the English newspaper.

1. To Study consumer behaviour towards daily newspaper.

2. To find out expectation of newspaper readers in current situation.

3.To find out the factor influencing brand loyalty.

4. Marketing of the newspapers and magazines so that more and more customers should
subscribe the newspapers and magazines i.e. to sell the subscriptions of the magazines.
 CHAPTER-4
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY

The process which is used to collect the data, updates and information a with motive of taking
any business-related decision. The strategy may include surveys, publication, interview and
other research related techniques, and could include both present and previous information.

Research is thus an original contribution to an existing stock of knowledge making for its
advancement. It involves systematic collection, analysis and reporting of data and finding
relevant solution to a specific problem.

4.1 RESEARCH DESIGN

The Research design was descriptive in nature because it is used to obtain information
concerning the current status of depository system in the company so that to describe “what
exists” with respect to conditions in a situation.

Descriptive Research

It includes surveys, facts, findings and inquiries of different kinds. The main purpose of the
descriptive research is description of variables the way it is existing at present. The researcher
has no control over the variables in Descriptive Research. Reporter can only give information
about what has happened or what is going to happen. But these incidents cannot be changed by
the researcher. This research was descriptive because it would just study the general attitude of
people towards daily newspaper without having any control over it.

4.2 SAMPLING DESIGN

The following factors were decided within the scope of sample design:

4.2.1 UNIVERSE OF THE STUDY

The region, or the limits of the study in which the research is to be conducted is said to be
Universe of the study. Universe is divided into three categories theoretical universe and
accessible universe and target population.

Theoretical Universe that part of total population which fulfils our conditions which included
youngsters, middle age and old age persons all over the world.

Accessible Universe means that part of the population which is within our reach which
included
youngsters, middle age and old age persons in India.

Target Population means that part of the accessible universe who actually answer the query
which included selected youngsters, middle age and old age persons in Chandigarh.

4.2.2 SAMPLE UNIT:

Sample unit indicates who is to be surveyed. The researcher must define the sample unit that
was sampled. In this study sampling unit was youngsters, middle age, and older persons of
Chandigarh to be selected according to the continence and own judgement of our team head
Mr. Ankur Khanna (Assistant Marketing Manager Times of India).

4.2.3 SAMPLE SIZE:

A sample of minimum respondents was selected from the different areas of Chandigarh. An
effort was made to select the respondents evenly. The survey was carried out on 300
respondents.

4.2.4 SAMPLING TECHNIQUE:

For the purpose of research convince sampling technique and judgemental sampling technique
would be used. Based on convenience and own judgemental eligible respondents were selected
from the different areas of Chandigarh.

4.3 DATA COLLECTION AND ANALYSIS

4.3.1 DATA COLLECTION

There were two types of data sources used in project:

i) Secondary Data

It is the data which have already been collected by someone else and which have already been
passed through the statistical process. In this case one is not confronted with the problems that
are usually associated with the collection of original data. Secondary data is either published
or unpublished. In this case it has been collected from website of “TOI”, old articles, projects,
books.
ii) Primary Data

It includes information collected afresh and the first time, and thus happen to be original in
character. It is the backbone of any study. It was obtained through questionnaire from
respondents as given below: -

Corporate calling: Corporates from where we get calls from different sectors such as bank
call, stationary shop, coaching centres, schools, private offices etc.

Residential calling: In this type of strategy door to door selling was done. Most of the posh
areas were covered under this.

Field visits: Visiting dealers and distributors.

PROCEDURE USED FOR GETTING PRIMARY DATA: -

1.Company assigned me the areas for daily visit.

Every day in the morning, there is one meeting point we all are there at 7:30AM, and our
mentor should provide the area, which we have cover in the Tri-city (Chandigarh). The Areas
were: -

16 May To 21 May: -Gillco, Kharar, Chandigarh

22 June TO 24 June: - Sunny Enclave block-A, Mohali

25 June To 29 June: -block -A and B, sunny enclave

30 May To 2 June: -old sunny Enclave, Ph.2 Mohali

3 June To 6 June: - Friends and Ajanta Enclave, Kharar

7 June To 10 June: - Kharar- Saloon & Dental Centres

11 June To 13 July: - Mundi Kharar, Chandigarh

14 July to 17 July: - Shivalik Enclave, Landran road

18 July To 20 July: - Prime city, Landran road

21 July To 23 July: - Surya enclave, Landran road

24 July To 26 July: - Shivjot, pride city, Kharar

 27 July to 30 July: - Shivalik heights, Kharar

As per the guidelines of mentor area was covered as per the plan, but some more extra
efforts were done by visiting places like: -

Schools

Industrial Area Phase 1, Chandigarh

Industrial Area Mohali

Saloons

Shops

District High Court Chandigarh

So, from these places bulk order for magazines and newspapers were obtained.

2.Approached to area assigned and interact with concerned person

3.Take the feedback of the customers about the newspaper they are already reading.

4.Making daily report of the competitor’s strength and weaknesses.

5.Note down the complaints and views of the customers

6.Find the actual need of customer regarding MAGAZINES and NEWSPAPER

7.After realization of need presentation was done in front of customer regarding the
magazine and newspaper

8.Made customer aware about the subscription scheme of magazines, way of payment
and distribution process

THE TIMES OF INDIA (12 MONTHS SCHEME)

PERIODICITY: Daily

COVER PRICE: Rs.3.50 on weekdays and Rs.5 On Saturday and Sunday

12 MONTHS RATE: RS 699/-

DURATION: 12 months
And Economic Times also with same offers @Rs.449/- with one-year subscription.

And All the Magazines of Times Group were available at 50% Discount.

ASSURED GIFT: 50% off on cover price, discount coupons availed at various outlets around
worth Rs 3000 and Rs 500 worth advertising coupons. Coupons were provided on the
subscription of newspaper as well as magazines.

9.Fill the subscription receipt after selection of magazine or newspaper by customer and
receive the payment through cheque in case of newspaper while booking the order and
cash as well as cheque was accepted in case of Magazine. For example, if customer go for
subscription of TOI Newspaper the following receipt was filled: -

Figure 4.3.1(1) Billing Receipt of Times of India

10.At closing of subscription process wish to subscriber and make him believe that you
bought trustful product which would be best for you and sure them about quick
distribution of magazine and newspaper.
4.3.2 TOOLS OF PRESENTATION AND ANALYSIS

4.3.2(1) TOOLS OF ANALYSIS

In the given research tools for analysis percentages and summated scores have been used.

4.3.2(2) TOOLS OF PRESENTATION

It means all the tools used to present the data in a meaningful way so that it becomes easily
understandable. In this research data was represented by figures and charts. Bar graphs and Pie
charts were used to present the data.

4.4 LIMITATIONS OF THE STUDY

● The field work for the purpose of research was limited to some part of the Chandigarh
city only. Therefore, it may not represent the overall consumers perceptions as
consumers perceptions may vary from place to place due to demographic factors.
● The research was carried out in a short period. Therefore, the sample size and the
parameters were selected accordingly so as to finish the work within the given time
frame.
● Some of the respondents were unable to answer due to lack of knowledge. For example,
in Sec-20(B) most of the peoples were unable to answer the questions due to lack of
knowledge.
CHAPTER-5
DATA ANALYSIS

AND

INTERPRETATION
+-DATA ANALYSIS AND INTERPRETATION

Q.1 Do you spend time on reading?

A) Yes B) No

Option Number
Yes 210
No 90
Table 5.1 Time Spent

Figure 5.1 Time Spent

Analysis and Interpretation

Maximum no of Chandigarh people read a newspaper daily. They give a time approximately
20-30 minutes daily.So, 70% people read newspapers on daily basis.
Q.2 Which newspaper do you like to read?

a) Times of India b) HindustanTimes c) Tribune d)Dainik Bhaskare) AmarUjala f) Others

Option Number Percentage (%)

Times of India 50 16.6
Hindustan Times 55 18.3
Tribune 86 28.3
Dainik Bhaskar 57 19
Amar Ujala 34 11.3
Others 18 6
Table 5.2 Newspaper Like to Read

a) Times of India-16.6 b) Hindustan Times-18.3 c) Tribune-28.3 d) Dainik Bhaskar-19 e)

Amar Ujala-11.3 f) Others-6

Figure 5.2 Newspaper Like to Read

Analysis and Interpretation

Maximum number of people in Chandigarh region prefers to read Tribune because of its more
coverage on regional news and bigger fonts than other newspapers. After Tribune, Dainik
Bhaskar (Hindi Newspaper) is on the second position and among first in Hindi Newspapers.
Times of India is at the 4th position after Hindustan Times.
Q.3What do you like the most in your newspaper?

a) Content b) Presentation c) Language d) Any other

Table 5.3 Like most in Newspaper

Option Numbers Percentage
Content 75 25
Presentation 137 45.6
Language 80 26.6
Any other 8 2.6
Table 5.3 Like most in Newspaper

a) Content-25% b) Presentation-45.6% c) Languge-26.6% d) Any other-2.6%

Figure 5.3 Like most in Newspaper

Analysis and Interpretation

Most of the people likes the way of presentation in their newspaper. 88% people said they like
the language of their newspapers in this maximum people are Tribune and Dainik Bhaskar
readers, they like language of their newspaper and rest of the people are impressed by the
contents or matter provided in their newspaper in this maximum people are Tribune, Times of
India, or Hindustan Times reader.
Q.4 Which is your favourite column in newspaper?
a) National/International b) Sports c) Business d) Editorial e) Any other

Option Number Percentage

National/International 230 76.6
news
Sports 23 7.6
Business 20 6.6
Editorial 9 3
Any Other 18 6
Table 5.4 Favourite Column
a) National/International-76.6% b) Sports 7.6% c) Business 6.6% d) Editorial 3% e) Any
Other-6%

Figure 5.4 Favourite Column

Analysis and Interpretation

Generally, people read newspaper for national and international news 76.6 percent of the
people read only national and international news while some are interested in sports, business,
editorial and some other columns like horoscope, travel, health and fitness, religion etc.For
education mostly people readTimes of India, for business they prefer economic times which is
also Bennet & Coleman publication.
Q.5 Do you go through additional supplements that are provided with the newspaper?

a) Yes b) No

Option Number Percentage

Yes 200 66.6

No 100 33.3

Table 5.5 Habit of going through Additional Supplements

a) Yes-66.6% b) No-33.3%

Figure 5.5 Habit of going through Additional Supplements

Analysis and Interpretation

66% of the people in the survey likes to read additional supplements provided to them in the
newspaper and other 33.3% of the respondents doesn’t go through the additional supplements.

Times of India’s most popular supplement is Education Times regarding education of the
students and Times Ascent regarding jobs available in the market.

Hindustan Times popular additional supplement is Brunch magazine regarding movies,

fashion, trends, lifestyle.

Tribune’s popular supplement is Spectrum and Lifestyle.

Q.6 Does your newspaper satisfy your educational queries?

a) Yes b) No c) Doesn’t read

Option Number Percentage

Yes 190 63.3

No 71 23.6

Doesn’t read 39 13

Table 5.6 Satisfaction for Educational Queries

a) Yes-63.3% b) No-23.6% c) Doesn’t read-13%

Figure 5.6 Satisfaction for Educational Queries

Analysis and Interpretation

Most of the people are satisfied with the education column in their newspaper while 23.6
percent of the people are not satisfied and rest of the people doesn’t go through education
column, people who are satisfied with education column are Times of India, Hindustan Times,
Dainik Bhaskar and Tribune readers and people who are not satisfied are mostly Amar Ujala
and Punjab Kesari readers.
Q.7 Does your newspaper provide you all the essential business information?

a)Yes b) No c) Doesn’t read

Option Number Percentage (%)

Yes 75 25

No 51 17

Doesn’t read 174 58

Table 5.7 Satisfaction for Business Information

a) Yes-25% b) No 17% c) Doesn’t read-58%

Figure 5.7 Satisfaction for Business Information

Analysis and Interpretation

Maximum number of people doesn’t go through business column in their newspaper, Mainly,
businessman and the students for their general knowledge go through this column and 25
percent of the total people in the survey are satisfied with the business information provided in
their newspaper. Mostly people prefer economic times for business queries.
Q.8 The information provided in the classified section has been able to resolve your
queries?
a) Yes b) No c) Doesn’t read
Option Number Percentage (%)
Yes 100 33.3
No 61 20.3
Doesn’t read 139 46.3
Table 5.7 Satisfaction for Classified Section
a) Yes-33.3% b) No-20.3% c) Doesn’t read 46.3%

Figure 5.8 Satisfaction for Classified Section

Analysis and Interpretation

46.3% people from the survey don’t go through the classified section of newspaper.

33.3 percent of the people are satisfied with the classified section it mostly includes Tribune,
Times of India, Hindustan Times reader.

Rest of the people are not satisfied with the classified section it includes Dainik Bhaskar, Amar
Ujala, Punjab Kesari reader.
Q9. Are you going through Times of India?
A) Yes B) No

Option Number
Yes 120
No 180
Table 5.9 Going through Times of India

Figure 5.9 Going through Times of India

Analysis and Interpretation

Only 40% of the people in Chandigarh going through Times of India and rest of the 60%
have never gone through it.
Q.10 If yes, then from how long?
a) Less than 1year b) 2year c) 3year d)more than 3 year
Option Number Percentage
Less than 1 year 50 42
Less than 2 year 40 33
Less than 3 year 10 8
More than 3 year 20 17
Table 5.10 From how long reading Times of India

Fig.5.10 From how long reading Times of India

Analysis and Interpretation

42% of the people are reading TOI from less than 1 year, 33% from less than 2 year, 8% from
less than 3 year and 17% of them are reading it from more than 3 years ago.
Q.11 If yes, then are you getting it at monthly basis or yearly subscription?
a) Daily b) Monthly c) Yearly

Options Number Percentage (%)

Daily 30 25
Monthly 65 54
Yearly 25 21
Table 5.11 Monthly or Yearly Subscription
 Figure 5.11 Monthly or Yearly Subscription

Analysis and Interpretation

Mostly people are getting it on monthly basis by paying to vendor. 25% of the population buy
it at daily basis and rest of the 21% are getting it on yearly basis. So, we had opportunity to
convert 65 monthly and 30 daily basis customers to yearly.

Q.12 Do you want to go with yearly subscription scheme?

a) Yes b) No

Option Number Percentage

Yes 62 65
No 33 35

Table 5.12 Customers ready to go with yearly subscription

 Figure 5.12 Customers ready to go with yearly subscription

Analysis and Interpretation

Out of 95 peoples 65% peoples were ready to get yearly subscription whereas rest 35% were
not ready to go with yearly subscription even after offering Discount Coupons and free
Advertisement coupons.

Q. 13 If not, then why?

Feedback Number Percentage

Shortage of time 10
Prefer reading online 7
Cannot afford 2
Formatting Problem 8
Not Interested 3
Others 3

Analysis and Interpretation

As there are 213 peoples who don’t want to

Q.14 Any Suggestions you want to provide for improvement? (* Even if you don’t want to go with
scheme)

Suggestions Number Percentage

Reduce Advertisements 25 8
Increase Local News 105 35
Change the format 60 20
Increase content for competitive exams 20 7
Improve distribution system 50 17
Improve Complaint Handling 10 3
Change the payment mode 9 3
Others 10 3
No Suggestions 11 4
Table 5.14 Suggestion, if any

Table 5.14 Suggestion, if any

 CHAPTER-6
FINDINGS OF THE STUDY
FINDINGS OF THE STUDY

● Maximum no of Chandigarh people read a newspaper daily. They give a time

approximately 20-30 minutes daily. So, 70% people read newspapers on daily basis.

● Maximum number of people in Chandigarh region prefers to read Tribune because of

its more coverage on regional news and bigger fonts than other newspapers.

After Tribune, Dainik Bhaskar (Hindi Newspaper) is on the second position and among first in
Hindi Newspapers. Times of India is at the 4th position after Hindustan Times.
● Most of the people likes the way of presentation in their newspaper. 88% people said
they like the language of their newspapers in this maximum people are Tribune and
Dainik Bhaskar readers, they like language of their newspaper and rest of the people
are impressed by the contents or matter provided in their newspaper in this maximum
people are Tribune, Times of India, or Hindustan Times reader.
● Generally, people read newspaper for national and international news 76.6 percent of
the people read only national and international news while some are interested in sports,
business, editorial and some other columns like horoscope, travel, health and fitness,
religion etc.
For education mostly people readTimes of India, for business they prefer economic times
which is also Bennet & Coleman publication.
● Many people in the survey likes to read the additional newspaper available in the
newspaper and others them doesn’t go through additional supplements.
Times of India’s most popular supplement is Education Times regarding education of the
students and Times Ascent regarding jobs available in the market.
Hindustan Times popular supplement is Brunch regarding fashion, cinema, lifestyle.
Tribune’s popular supplement is Spectrum and Lifestyle.
● Most of the people are satisfied with the education column in their newspaper while
23.6 percent of the people are not satisfied and rest of the people doesn’t go through
education column, people who are satisfied with education column are Times of India,
Hindustan Times, Dainik Bhaskar and Tribune readers and people who are not satisfied
are mostly Amar Ujala and Punjab Kesari readers.
● Maximum number of people doesn’t go through business column in their newspaper,
Mostly, businessman and the students for their general knowledge go through this
column and 25 percent of the total people in the survey are satisfied with the business
 information provided in their newspaper. Mostly people prefer economic times for
business queries.
● Most of the people from the survey doesn’t read classified section.
33.3 percent of the people are satisfied with the classified section it mostly includes Tribune,
Times of India, Hindustan Times reader.
Rest of the people are not satisfied with the classified section it includes Dainik Bhaskar, Amar
Ujala, Punjab Kesari reader.
CHAPTER-7
CONCLUSION

AND

RECOMMENDATIONS
CONCLUSION

Working in field was very enriching experience and gave good exposure. It was a golden
opportunity to apply knowledge and learning gained from classroom lectures in practical
business environment. The SIP program helped in gaining knowledge and developing the
confidence level to work. It helped in knowing about the behaviour of human being, which
fluctuates in different situations and time.

The project provided an excellent opportunity to apply marketing concepts in real time
situation. Conducting survey and booking the orders were the two areas where we were given
opportunity to work for. Both the areas involved required a lot of creativity and out of the box
thinking.

The people in Chandigarh still preferring printed contents despite of technology adaption. In
posh areas people prefer English Newspapers. But maximum areas still prefer to read a Hindi
newspaper. There were some people who were aware about it, but they are not aware about
the subscription schemes. They were interested in subscribing and after hearing offers, they
immediately bought subscriptions. But still there are some areas where awareness about TOI
is very low.

Market Research is the most crucial activity in the field of marketing to assess the consumer
behaviour towards any company or brand. How far does the psychology of the consumer effect
the performance of any product was practically witnessed? Best level has been tried by me to
present all the facts correctly but as marketing research is not a true science hence certain
degree of alterations are possible in the research report.

TOI is not able to provide accurate service to all customers. There are some other factors as
well, and if company works on improving services on delivery of newspaper or maintain
healthy customer relationship as well as improving the quality of newspaper for the customers’
problems with better solutions, than obviously no reader will leave TOI. In short, to maintain
its market leader position Times of India need to come out with innovative promotional plan.
This will also help in attracting more and more customers.
RECOMMENDATIONS

1. Improvement of Services:

The first recommendation that can be suggested from the findings of the research is providing
services to consumer.

2.A better distribution channel:

It can be also recommended that by making the distribution channel better, they can increase
TOI market share.

3.Appointment of new staff:

TOI can also make their services better by appointing new staff such as ‘Customer care
Executive’ by giving them proper training so that they will be able to answer the customers
properly who have problems.

4.Regional News:

As regional news is comparatively less than other newspapers. Therefore, it should increase
regional news if it had to pass Tribune as it is the biggest lacking area.

5.Quality of Newspaper:
Fonts used is smaller than other newspapers were the main complaint by older peoples mostly.
Therefore, it needs to improve font size.

6.Advertisement
Many people complaint that it includes large number of advertisements as compared to news.
Students said that the advertisements of competitive exams do not come in the Times of India.

7.Promotional Schemes:

Promotional schemes offered to the consumers helped in increasing sales of Times of India.

Finally looking at the acceptance of promotional scheme of the Times of India conclude that
the scheme offered was mostly liked by the readers and ultimately most of them were
subscribing to it. Therefore, it should come up with more and more innovative ideas like more
promotional schemes to increase its sale.
REFERENCES
REFERENCES: -

1. Ali S., “A Study of Consumer Behavior& Loyalty in Print Media – Challenges & strategic
prescriptions with Special reference to English, Hindi, Marathi News Paper readers-
Mumbai”. ABHINAV. 1 (4), pp.64-70
2. Times Group. About us. [ONLINE] Available at: http://www.timesgroup.com/bccl/about-
us.html.
3. Vital Business Media. Go East, young journalist: India publishing market is hot. [ONLINE]
Available at: http://www.emediavitals.com/content/go-east-youngjournalist-india-
publishing-market-hot.

4. http://www.scribd.com/doc/19317077/consumer-behavior-towards-times-of-india-news-
paper Scribd
5. http://en.wikipedia.org/wiki/Main_Pag/

6. http://www.indiannewspapersociety.org/history1.htm

7. http://timesofindia.indiatimes.com/
8. https://rni.nic.in/

9. Keller (2013), “History of print media”, Retrieved 3 rd January 2012

10. Gupta (2011), “History of Times of India” Retrieved 3 rd January 2012
11. Beri, G.C. - Marketing 2006 Publication, Chapter 1-5.
12. Kotler Philip - Marketing Management, Tenth Edition, Publisher Prentice Hall, Chapter 1-
10.
 APPENDIX

QUESTIONNAIRE

Mansi student of BBA at Chandigarh University, ghruan conducting a survey on

“Consumer Behaviour Towards the Daily Newspaper and Magazines” as a part of my
curriculum. Kindly help me to gather the information by sparing your 5-10 minutes for
fulfilling the questionnaire. I assure you that information will be kept confidential. I will be
very thankful to you.

Name……………………………………………………………….
Age………………………......

Address……………………………………………………………Occupation………………
………………………….

Phone No………………………………………………………….

Please (  the option given in the answers which are most suitable to you. You can answer
more than one option if required).

Q.1 Do you spend time on reading?

A) Yes

B) No
Q.2 Which newspaper do you like to read?

a) Times of India

b) Hindustan Times

c)Tribune

d)Dainik Bhaskar

e) AmarUjala

f) Others

Q.3 What do you like the most in your newspaper?

a) Content

b) Presentation

c) Language

d) Any other

Q.4 Which is your favourite column in newspaper?

a) National/International

b) Sports

c) Business

d) Editorial

Q.5 Do you go through additional supplements that are provided with the newspaper?

a) Yes

b) No
Q.6 Does your newspaper satisfy your educational queries?

a) Yes

b) No

c) Doesn’t read

Q.7 Does your newspaper provide you all the essential business information?

a) Yes

b) No

c) Doesn’t read

Q.8 Has the information from classified section been able to resolve your queries?

a) Yes

b) No

c) Doesn’t read

Q.9 Suggestions (If any)

…………………………............................................................................................................

…………………………………………………………………………………………………
…………………………………………………………………………………………………

Date: …………….

Signature: ……………