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Customer Satisfaction and Behaviour

Customer Satisfaction and Behaviour

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Published by sam1003
A project report on Customer Satisfaction and behaviour of consumers. Good data and analysis report.
A project report on Customer Satisfaction and behaviour of consumers. Good data and analysis report.

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Published by: sam1003 on Oct 12, 2010
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10/13/2013

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DECLARATION
I herby declare that the project titled
“CONSUMER BEHAVIOUR ANALYSIS FOR BUSINESS STANDARD NEWSPAPER”
is an original piece of research work carriedout by me under the guidance and supervision of 
Prof. Hemant patil
. The informationhas been collected from genuine & authentic sources. The work has been submitted in partial fulfillment of the requirement of MBA to Pune University .Place:Pune Signature:Date: / /10
( DILIP DEVRA )
 
ACKNOWLEDGEMENT
I take this opportunity to express my deep sense of gratitude to BUSINESSSTANDARD LIMITED Pune. I am also very grateful to Mr. MADHAV MUTHGAREthe Zonal Head of the Maharashtra in BUSINESS STANDARD NEWS PAPER for  providing me an opportunity to complete my summer training in the BUSINESSSTANDARD NEWS PAPER.I also avail this opportunity to give my thanks to Mr. Yogesh, Distribution Head in Punefor guiding me at every stage in my project. In spite of their busy schedule they took outthe time to answer my queries patiently and helped me throughout the project.My sincere thanks to all staff of BUSINESS STANDARD for all the cooperation andassistance to me at any time without which the project would have been incomplete.I would also like to thank Prof. HEMANT PATIL my project guide fromDNYANSAGAR INSTITUTE OF MANAGEMENT & RESERCH, BALEWADI,PUNE-411045 , for his guidance and support throughout this project.Last, but not the least, I would like to thanks my family and friends who have beenconstant source of encouragement throughout.DILIP DEVRAMBA (Marketing)
 
EXECUTIVE SUMMARY
The newspaper marketing differs extensively from the marketing of other consumer goods. The newspaper promotion is not possible in conventional scenario; neither can thereader be offered any tangible incentive. In case of any consumer durable the possibilitiesof promotion are there by demonstration at POP and direct consumer schemes. More over consumer durable have definite self life, which the newspaper do not have the house ismarket for the newspaper industry as it is a door delivery product. No brand trials are possible in absence of any alternative brand at the door of consumer.To over come these direct marketing has proved to be quite beneficial and free copies andsupplements are distributed for a specific period of time. Then the reader is asked tosubscribe. But as the newspaper being a mind product and habit forming. It becomesdifficult for the reader to switch over from one newspaper to another after reading a particular one for a long duration. Here comes the question – “Can the newspaper readership be changed?After a lot of research and analysis finding is in favor, and the answer is affirmative.The brand trials being negligible (contrary to the case of consumer durables) - no similar or better product will do – living aside the question of inferiority.The newspaper which is going to the reader, you ask him to switch/ subscribe to mustcome up to the expectations and has to overcome his mental makeup so that the reader start liking the product and continues with it .The publishers have to put the reader in the middle of the story (by AC Neilson –ORGMARG in their recent study ) the product being as per the readers requirement. Needlessto mention the newspaper marketer needs to understand the fact what his reader wants“something more than a newspaper “

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