Presentation on Summer Project

THE TIMES OF INDIA, Ahmedabad

(BENNETT COLEMAN & CO. LTD)

Project Title
ANALYZING THE READERSHIP OF ENGLISH NEWSPAPER AMONG YOUNGSTERS IN AHMEDABAD

Organzation Guide: Mr. Subodh Kumar Group Members: Nihali Dubey

Print Opportunity

Newspaper Market in Gujarat

Gujarati Newspaper Gujarat Samachar Divya Bhaskar Sandesh Sambhav Gujarat Samachar is the leading Gujarati Newspaper
English Newspaper Times of India Indian Express DNA Business Standard Times of India is the largest daily circulated English newspaper

Facts about Ahmedabad

Ahmedabad the commercial capital has a high standard of living and literacy and growth rate

Total Population : 5,808,378 Males :3,069,871 Females :2,738,517 Literacy :79.87% overall Publication Circulation Gujarat Samachar 211259 Sandesh 135789 The Times of India 72000

Ahmedabad: Major Competitors in English Newspaper

DNA
Promoted by Dainik Bhaskar group Worked on aggressive hoarding campaign DNA promotes the concept of Value for money spent on the daily DNA money launched to cover financial news

Business Standard
It is a financial daily from Business Standard Ltd (BSL) It is one of the most sorted newspapers after Economic Times for financial news Its regular weekday supplements, such as The Smart Investor, The Strategist and Weekend

Indian Express Promoted by Goenka Group with a tag line: Journalism with Courage It is a newspaper focused on the Indian economy, stock markets, and fiscal policies The daily suffers visibility due to poor marketing strategy

Times of India It is the highest English daily circular in Ahmedabad Published in eight editions across India it covers events, politics, entertainment and

About Times of India

The Times of India (TOI) is a leading English-language daily newspaper in India with a sale of around 2.6 million copies .It has an average issue readership of around 7 million It is owned and managed by Bennett, Coleman & Co. Ltd The highest circulated English daily in the world Published in eight editions from Indias eight powerhouses of events, politics, entertainment and sports.

Project Description

Project Description

Objective
Analyzing the readership of English newspaper amongst youngsters in Ahmedabad.

Scope of Work
Scope of work included finding various parameters that would be required to encourage the youngsters in Ahmedabad for English newspaper readership.

Deliverables
Needs and problems faced by youngsters while reading The Times of India in Ahmedabad. Report on English newspaper reading preferences amongst youngsters of Ahmedabad.

Methodology
Formulating Questionnaire
Reading preferences

Field Survey Inferences based on analysis

Hypothesis Testing Descriptive Statistics

Recommendations

DATA ANALYSIS

SAMPLE SIZE
Target population is the urban part of the Ahmedabad city The sampling method chosen here is quota sampling The target statistics here is a proportion The population proportion is 0.89 which is the literacy rate of the target population The z value associated with the 95 % confidence level is z= 1.96 Therefore the sample size, n = 0.89(1 0.89) (1.96)2 / (0.05)2 = 150 (approximately)

SAMPLE DESCRIPTION
Gender ratio Occupation Distribution Educational Background

Detailed Analysis
Readership of other news papers News Paper No. of readers GujaratSamachar Sandesh ET DNA The Hindu Rajasthan Patrika Indian Express Divya Bhaskar BS AM Others 20 18 11 08 02 04 12 43 10 22 00

English Adaptability
100 80 60 40 20 0 Comfortable Not Comfortable

93 of the respondents were comfortable with the English language.

Reasons for not reading TOI.

6 0 5 0 4 0 3 0 2 0 1 0 0 P r i c e C o m f o r t V e r n a c u l a r G i f t s C o m p e t i t i o n A v a i l a b i l i t y S u p p l y

57 out of 150 respondents said that it is the pricing that affects them the most . 4 out of 150 said that the supplementary provided by TOI is not up to the mark.

Dose recommendation work?

1 0 0 9 0 8 0 7 0 6 0 5 0 4 0 3 0 2 0 1 0 0 D Y Y N S N

D N

50 out of 150 respondents said that they will definitely read it if experts suggest that reading English newspapers regularly improves their command over English .

Is reading TOI a status symbol for you?

9 0 8 0 7 0 6 0 5 0 4 0 3 0 2 0 1 0 D f .Y Y e s N o tS u r e N o D e f .N

83 said yes that it is a status symbol.

Hypothesis
Null Hypothesis H0: Preference for reading newspaper amongst youngsters is independent of the given reasons. Alternative Hypothesis Ha: Preference for reading newspaper amongst youngsters is not independent (i.e.dependent) of the given reasons.

Contingency Table
Pricing Comfortability with Language Vernacular Language Free Gifts Competitors Availability Supplements Total

Students

12

17

61

Parents

27

13

17

15

89

Total

39

30

24

19

15

14

150

Analysis
The observed value of chi-square 23.43, is greater than the critical value, 21.03, so the null hypothesis is rejected. Which means that the preference for reading newspaper among youngsters is dependent on the given reasons.

Recommendation
The supplements provided by the Company should be more in numbers i.e. for the whole week. They should provide women and children supplements. Earlier Ahmedabad Mirror was a supplement with TOI but now its a different product and its price is low, so people have shifted from TOI to AM. So it may be a threat for TOI in future. The Company should see to it. The students are discouraged as they find the language difficult so a new column for students like words for the day . Some offers on the festive seasons should be offered.

Observations
Newspaper is the only product which is sold for less than its cost. There exist a high potential of TOI as 62% of respondents were comfortable in reading and comprehending English language. Reducing the price of the newspaper looks like an attractive offer for the customers. Language plays an important role to attract the nonreaders as most of the students were more comfortable with their language i.e. Gujarati. Customers are indifferent towards features such as the layout of the newspaper, whether the articles are in a new web-based visuals format.

The students need encouragement i.e. if their professors or friends suggest them to read it then only they will read it. While dealing in mass we found that the respondants gave fake excuses. TOI is the first newspaper which introduced the zigzag pricing. The reasons why TOI is the leader amongst English newspapers are 1) The product itself 2) Vendors earnings are less with other newspapers. TOI runs various campaigns throughout the India like Lead India, Teach India,Vote India, Clean Ahmedabad.

Changes Required
Consistent distribution of supplements Less ads. Daily yoga/ exercise tips/ column on health More statistics/ graphs charts with business news. Simpler language. Articles on Science and Discovery. Add pages on fashion and beauty. Add local grocery/ vegetable rates. Add important phone numbers column. Reduce indecent pictures. Special supplements on special occasions.

Learning:
We have applied the knowledge of research design in designing our research to analyze the preferences and perceptions of readers. We have used the knowledge of different questionnaire and form designs to prepare our questionnaire for the project work. We have used the knowledge of different scaling techniques in making our questionnaire. We have applied Chi-square method and data preparation to analyze the collected data. For meetings: Always prepared with a short PPT and summary of work done. Keeping everybody informed makes the work easy to execute. Stay patient on field , it enables to maintain the accuracy of study. Appointments always help. Thorough knowledge about the content (TOI) is necessary while convincing the people.

References
www.enintelligence.com www.wikipedia.com www.mckinseyquarterly.com www.cmocouncil.org http://timesofindia.indiatimes.com/ http://ejc.sagepub.com/ http://etd.lib.ttu.edu http://www.dnaindia.com/ http://books.google.com/books?id=Jzr6mXL8omAC www.surveysystem.com/sdesign.htm www.statpac.com/surveys/questionnaire-design.htm www.indiastat.com