“Consumers Preference Towards “Times Of India”

“TO KNOW CONSUMERS PREFERENCE TOWARDS TIMES OF INDIA”

A PROJECT REPORT submitted by

VIMAL CHAUHAN & KEDAR KSHATRIYA BATCH: 2008-10
ado[

0803, 0816 TO

Director (PGDM) In partial fulfillment of Management Studies, Vadodara For the award of the degree of Post graduate Diploma in Management

Parul Institute Of Management Vadodara-391760 June 2009

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“Consumers Preference Towards “Times Of India”

ACKNOWLEDGEMENT

Success in any endeavor can never be achieved single handedly. It requires guidance, co-operation and support by many individuals. A number of people have contributed towards making this project a success. Some have contributed to this work by their valuable suggestions and advice while others were our pillars of support from which we drew our inspiration and strength. At this juncture, we express our profound gratitude to Mr. Subodh kumar-Manager RMD Dept.,”The Times of India” Ahmedabad for giving us this opportunity to undertake our summer internship in this esteemed organization. We take this opportunity to thank Mr. Manoj senior officer, Ahmedabad, for his great support. We would like to thank again manager of RMD. Dept. Mr. Subodh Kumar who guided us all along during the course of our project. There are many others at “The Times of India” office , who have shared with us their experience and knowledge and we owe our heartfelt gratitude to each one of them. We would like to give thank to Mr. Ashok Solanki, HR Dept. Manager “The Times of India” Ahmadabad, who help us to meet with Mr. Subodh Kumar for the project. We are extremely thankful to our institution to provide us such a great opportunity. It has been a great learning experience on our technical as well as personal aspects. Our sincere thanks to Director N.K.Kapoor and Prof. Manish Parihar, Parul Institute of Management S, Vadodara, for his great support and guidence. We are thankful to each and every person who has contributed his surplus for the completion of this project and also for the completion of this report. Working on this wonderful project was a unique experience. Knowledge, experience and confidence gained by this project will be useful for the rest of our career.

Vimal Chauhan

Kedar Kshatriya

CONTENTS
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“Consumers Preference Towards “Times Of India” Description Acknowledgement Contents List of tables List of figures List of Abbreviation Abstract 1.Introduction i. Project ii. Industry iii. Company 2. Methodology 3. Analysis & Interpretation 4. Findings & inferences 5. Recommendations 6. Conclusion Appendices Bibliography Page No. i. ii. iii. iii. iv. 01 05 08 17 27 30 54 57

List Of Tables:
LIST OF TABLES S.no 1. 2. 3. 4. 5. 6. 7. 8. Table Title TABLE 1.2.1 World’s biggest newspaper by circulation TABLE 1.3.1 Showing Company Detail In Brief TABLE 1.3.2 Showing SWOT of “The Times of India” TABLE 1.4.1 Showing “The Times of India” in brief TABLE 1.4.2 Pricing of newspaper for a week TABLE 1.4.3 Competitors of TOI details throughout India TABLE 3.1 showing category of respondents TABLE 3.2 showing different newspapers Parul Institute Of Management, Vadodara Page No. 11 16 18 19 27 29 34 35
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9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 28. 29. 30.

“Consumers Preference Towards “Times Of India” TABLE 3.3 showing different attitude TABLE 3.4 showing scale of quality of information of “TOI” TABLE3.5 showing how much extra cost will important for respondents TABLE 3.6.1 Showing effect of providing “TOI” free of cost TABLE 3.6.2 Frequency of reading “TOI” at free of cost TABLE 3.7 showing reliability of information TABLE 3,8 showing the problems faced by respondents TABLE 3.9 showing dislike in “TOI” by students TABLE.3.10 showing respondents who having problem with language of TOI TABLE. 3.11showing coverage of local news Table 3.12 showing people who think TOI is going to add value TABLE 3.13 showing information provided effectively to you TABLE 3.14 showing T.V and RADIO give more knowledge than TOI TABLE3.15 Showing qualification of students TABLE 3.16 showing different newspaper read by students TABLE 3.17 showing attitude towards “TOI” TABLE3.18 Showing Effect Of Paying Extra Cost “TOI” TABLE 3.19 showing problems of students TABLE 3.20 showing problem with understanding language of TOI. TABLE.3.21 Showing No Of Respondents Think TOI Is Going To Add Value To Their Life. TABLE.3.22 Showing Who Is Giving More Knowledge Than “TOI

36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56

List .Of Figures:
S.no 1. 2. 3. 4. 5. 6. 7. LIST OF FIGURE Figure Title FIGURE NO 1.3.1Showing different branches of BCCL. FIGURE NO 1.3.2 Showing publishing centers if TOI. FIGURE NO 1.3.3 The Mantra Of Company. FIGURE NO 1.4.1 Showing different areas of business. FIGURE NO 1.4.2 Showing branches of TOI. FIGURE NO 1.4.3 Showing Other Departments Of The Time Of India. FIGURE NO 1.4.4 Showing various functions of RMD department. Parul Institute Of Management, Vadodara Page No. 16 17 17 23 23 25 26

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8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27 28. 29. 30. 31.

“Consumers Preference Towards “Times Of India” FIGURE NO 1.4.5 MARKET SHARE OF “TOI”. GRAPH NO 3.1 Showing no. of respondents of different category. GRAPH NO 3.2 Showing No. of readers of different newspapers. GRAPH NO 3.3 Showing attitude of respondents towards “TOI”. GRAPH NO 3.4 Showing % of quality of information of “TOI”. GRAPH NO 3.5 Showings percentage of importance of paying extra cost for “TOI”. GRAPH NO 3.6.1 Showing Effect of provide TOI at free of cost. GRAPH NO 3.6.2 Showing frequency of reading newspaper at. GRAPH NO 3.7 Showing reliability of readers on “TOI” information. GRAPH NO 3.8 Showing percentage of respondents having problem to read newspaper. GRAPH NO 3.9 Showing-percentage of respondent who dislike in "TOI". GRAPH NO 3.10 Showing Percentage of respondents have problem with understanding Language. GRAPH NO 3.11 Showing local news covers by “TOI”. GRAPH NO 3.12 Showing Percentage of No. of People who think TOI going to add value in their life. GRAPH NO 3.13 Showing effectiveness of providing information by “TOI”. GRAPH NO 3.14 Showing - T.V. radio give more knowledge than TOI. GRAPH NO 3.15 Showing qualification of students. GRAPH NO 3.16 Showing- Percentage of newspaper read by students. GRAPH NO 3.17 Showing Attitude Of Most Of Students Are Good. GRAPH NO 3.18 Showing No. Of Students Who Affected With Paying Extra Cost. GRAPH NO.3.19 Different Problems Faced By Students. GRAPH NO 3.21 Showing-Percentage of understanding language of "TOI". GRAPH NO 3.22 Showing percentage of people think The times of India is going to add value in their life. GRAPH NO3.23 Showing Percentage of people think that T.V RADIO or Internet give more knowledge than “TOI”.

28 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56

2

List of abbreviation
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S. N. 1.

“Consumers Preference Towards “Times Of India” “TOI” “The Times of India”.

EXECUTIVE SUMMERY
PROJECT TITLE: “Know consumers behavior towards “Times Of India”” PRODUCT : Times Of India, Ahmedabad

We have successfully completed our 2 months internship at “Times Of India” Ahmedabad for the assigned project titled “Know the consumers behavior towards Times Of India”. Mr. Subodh Kumar, Manager of Result and Market Department, was our project guider who guided us how to carry on with the project.

Purpose of the study:
1) The main objective of the research was “To study the factors affecting apt

customers to read TOI”. This project is also expected to accomplish following task:1. To find Preference of students or customers towards newspapers. 2. To understand media habits to consumer. 3. Attitude towards TOI.

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“Consumers Preference Towards “Times Of India” In our project we had been assigned the task to find out reasons why apt customers (who know English) do not read The Times of India newspaper and which factors make them uncomfortable about “TOI”. For that we went to Institutes, Societies, Tuition classes, Gardens, Seminar Halls and where our potential customers can be found. We surveyed respondents by interview and filled our questionnaire. During this we came across with many problems which was cleared after discussing withour guider (RMD manager). This report includes an overview of the project undergone during the summer training. This report is mainly divided into four chapters:I. In the first chapter, we have mentioned the Introduction and limitation of the

project, introduction of industry, company or product “Times Of India” and competitors of the Times of India.
II.The second chapter of the report mainly focuses on the Methodology and

objectives of the study used during the training. It focuses on how we carried out our research.
III.The third chapter consists of analysis and findings about the company and its

product Times of India newspaper. That is purely based on our survey during the training of 8 weeks. IV.The last chapter summarizes the whole report and gives the

Recommendations, Conclusion and Source of the data. And also we have attached questionnaire in an annexure, which was prepared in order to get the information from customers.

For our project we took sample size of 400 respondents. After that, we analyzed the questionnaire filled by the respondents and came to know that “people have the problem with the language of “TOI” newspaper, young generation want to take news Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” from electronic media and educated people also like to read Gujarati newspapers”. We have also considered their precious suggestions and recommendations given by customers.

CHAPTER 1

AN INTRODUCTION
1.1PROJECT
1.1.1Problem 1.1.2 1.2

statement and justification

Objective and scope

INDUSTRY
1.2.1 1.2.2

Background Porter’s Five forces modal

1.3

COMPANY
1.3.1Introduction

1.3.2SWOT Analysis

1.4PRODUCT PROFILE

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1.1 THE PROJECT DETAILS

1.1.1 Problem statement and justification: English is an international language. Everybody not only in India but also throughout the world wants to cope-up with English language. According to some facts and figure, approx 40 crore people speak it as a secondary language and 35 crores people claim as their native language. For learning English language, English newspaper is best and cheapest medium. In Times group, “The Times of India” is English broadsheet newspaper with highest circulation in India. By reading English newspaper not only they will get knowledge and daily news but also their English will also improve a lot. If we look at target market in Ahmedabad Total population of Ahmedabad is Suppose 4 members in one family Then total family in Ahmedabad is Out of 12.5 lakh families, only 70% is literate = 12.5 lakh (50/4) = 8.6 lakh (70% of 12.5) = 50 lakh

Now person who can read TOI is 30% of 8.6 lakh = 2.4 lakh But circulation of TOI is = 1 lakh [All figures are in approx] Market is full of opportunity; just we need to grab it. Approx 1.4 lakh people are not reading “TOI”. So our problem area becomes “To find out various Reasons behind why apt customers do not read TOI”. And convincethem to read TOI. For that we took sample size 400.

1.1.2 Objective and scope Now according to our problem, we need to define the objectives of project. So these are objectives:1) Preference of students or customers towards “Times of India” newspapers. 2) To study the factors affecting apt customers to read “TOI”. Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” 3) Attitude of respondents towards “TOI”. 4) To study the market development strategy of “The Times of India”.

We conducted survey on 400 respondents with different category. For that we went to institutes, hostels, shopping mall, gardens and different societies. We made report on when we asked them “are you reading TOI newspaper” and they said no. So limitation of our report isBut when they say YES” then why are you reading “TOI”. Which type of news you like the most in “TOI”. Specific area or location (Paldi, kalupur, Naroda, Bapunagar) wise survey. Nearer regions (Gandhinagar, Mehsana, Kalol) of Ahmedabad. 5. Satisfaction level of existing customers.
1. 2. 3. 4.

1.2 INDUSTRY
1.2.1 A Brief on Newspaper Industry Press is the fourth estate the other three being the legislative and the judiciary. It owes its emergence following long struggle between the disputes and people for establishment of democracy and representative institutions. The press is supposed to play crucial role of a watchdog to see that, the foreside in situation functions fairly within the constitution of framework and serve the people of whose they were created. The newspaper can initially be defined as a written means of conveying current information. This means that the first organized attempt to provide such a Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” service occurred in ancient Rome. Where newsletters conveyed what was going in the capital to the father reach of the Roman Empire. According to the survey of “world association newspaper” “yomiuri shim bun” a Japan’s news paper stands in rank 1”in “World’s 100 largest news paper”. The circulation of “yomiuri shin bun” is nearly about 1.4 crores. There are 15 Indian newspapers in the least. Table no. 1.2.1world’s biggest newspaper by circulation CIRCULATION COUNTRY (THOUSANDS) LANGUAGE OWNER Yomiuri Shimbun Group BCCL Kasseri & Sons Ltd.

NEWSPAPER YOMIURI 1 SHIMBUN THE TIMES OF 8 India 3 2 THE HINDU

Japan India India

14,067 3,146 1,272

Japanese English English

Source: Wikipedia.com, list of 100 top circulation newspapers The United States newspaper publishing industry was $59 billion. Industry was employing approximately 356,000, according to the Newspaper Association of America and the U.S. Department of Labor. Now the news paper industry of developed countries like USA, UK, and Canada is declining. However the industry is growing at around 20% in Asia. In Asia due to 3 reasons industry is growing • • • Increase in the literacy rate. Overall Economic growth in India and China. The reach of the news paper in the rural market. Indian newspapers are the cheapest in the world. Newspaper companies in India came to be projected as public service institutions after independence. However, in the late 1980s, they became just another fast moving consumer commodity. The companies started aggressive marketing and promotional strategies to increase circulation and readership. The industry witnessed tough competition both regionally and nationally. In 1999, the top 10 newspapers accounted for about 90% of the readership and the top two made 90% of the profits. There was fierce Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” competition for the advertising rupee by late 1990s; electronic media like television had made a dent into the print media revenues. Print media was facing a squeeze due to the increasing popularity of television-initially colour television and then satellite television.

MICHAEL PORTER’S FIVE FORCES MODAL 1. BARGAINING POWER OF BUYERS
a) Importance of Buyers and Size of Each Order: For, Newspaper Company –

(1) vendor is a first customer (2) readers are second customer. Vendors have fix commission with company so they do not have bargaining power of buyer in their hand. Readers also do not have a bargaining power. But big organization has bargaining power in their hand. Example when we went to tie up with organizations, organizations were negotiating with prices and no. of copies.
b) Switching Cost and Price Sensitivity: The individual does not have

bargaining power in his hand but an organization has example- we went to institute for tie-up they were negotiating with not only with prices and volume but also with good commissions, otherwise they are going to tie-up with other companies. In this, Vendors are also playing a major role. If they get good commission from other newspapers then they are going to deliver those newspapers. As before “The Times of India” had a price of one rupee so Vendorwala was getting 33 paisa commission (33% of price) if he deliver it to reader, But if he sell it to “Raddiwala” than he is going to get more profit than deliver it to reader. So he will sell fresh newspaper to “Raddiwala”. Otherwise he will deliver other English newspapers to get good commission (1 rupee).
c) Differentiations Of Product: Every newspaper companies are different from

each others, like “The Times of India” is a premium brand one who started as a first English newspaper in India, friendly nature with the customers and takes opinion from customers, deliver life trend of Ahmedabad, property news and career news. This type of news is not delivered by any other newspapers.
2.

COMPETATIVE RIVALRY AMONG FIRMS
a) Switching Cost: Switching cost of one English newspaper to another

newspaper is very low so people can easily switch over from one company to another. Eg:- Price of The Hindu and Business Standard newspapers are around Rs. 3 to 4 and cost of “The Times of India” is around Rs. 2, So readers Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” can easily switch over from any newspaper to “The Times of India”. But when DNA was launched, people were switching over from other English newspaper to DNA. So “The Times of India” launched Ahmedabad mirror to compete with DNA so that exiting readers do not switch over because of price.
b) Exit Barrier: There is a free exit in this industry. c) Customer Loyalty: Every company wants to make loyal customer to their

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

3. THREAT OF SUBSTITUTES
a) Substitutes Performances: Substitutes of the newspaper industry are

magazines, local area newspapers, T.V., Radio, internet because of improvement in technology. People like to give advertisements on internet, T.V., radio etc. All “new media” or “electronic media” formats deliver the news faster than printed newspapers. So they are the main threats of newspaper industry.
b) Price Performance Alternatives: Getting news from internet, T.V. radio at

free of cost or low cost.
c) Buyers Psyche Toward The Product: Buyers may think like- I do not have

time to read newspapers, I am getting same news at internet, Newspaper just fill their space by any ordinary news.

4. BARGAINING POWER OF SUPPLIER
a) Size of Supplier: Main supplier of this industry is paper manufacture

companies. Most of the newspaper companies of India are customers of USA paper companies. There are limited companies that make paper for Newspaper Company, so the rates are not competitive.
b) Importance of Buyer to Supplier: Every supplier company wants to make

close relationship with buyers who are regular customers of their product. If Newspaper Company is giving large order regularly they will make good relationship with them and will do less bargaining. Like in case of “TOI” and The Hindu, same paper manufacturing company will do less bargaining with “TOI” than The Hindu newspaper because “TOI” have more circulation than The Hindu newspaper.
c) Extension Of substitute Of Product: As technology increases day by day

and this becomes a main threat for newspaper industry. Internet and mobile are

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“Consumers Preference Towards “Times Of India” biggest substitute of newspaper. They are giving tough competition to newspaper industry by giving information to reader at no cost.

5. THREATS OF NEW ENTRY
a) Economics Of Scale: If any new firm wants to enter in this market then they

need high investment or more capital and maximum support from advertisers. To achieve economies of scale they need maximum no. of readers. Domestic player cannot achieve scale of economies very easily because there is not only tough competition among companies but also a lot of substitutes available in market like radio, T.V etc.

1.3 COMPANY
1.3.1 Introduction to Company

Mrs. Indu Jain Chairperson

Mr. Samir Jain Vice Chairperson

Mr. Vineet Jain Managing Director

Thought Of Company

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COMPANY IN BRIEF Table No. 1.3.1 Showing Company Detail In Brief
Bennett, Coleman and Co. Ltd.
Type Founded Headquarters Industry Products Revenue Employees Private 1838 Delhi
Broadcasting, Publishing, Media, internet and Entertainment Films, Television, Magazine, Newspapers and Websites etc. ▲$700 million USD (Aug 2007)

7000(2007)

Figure 1.3.1showing different branches of BCCL

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Main Businesses: Its main business and major brands “The Times of India”“first morning compact daily”.

Subsidiaries: Its subsidiary companies are-TPT, TIML Golden Square, Times
Syndication service, TIL & ENT, TGB and WWM etc. figure 1.3.2showing publishing centers if TOI.

The Times Group (BCCL): Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” BCCL: is the largest media services conglomerate in India. It reaches out from: 11 publishing centers, 15 printing centers, 55 sales offices, Over 7000 employees,5 dailies including two of the largest in the country with approx 4.3 million copies circulated daily, 2 lead magazines, 29 niche magazines, Reaching 2468 cities and towns, 32 Radio Stations,

MISSION
“Create & build brands with differentiated content to capture relevant audiences and market the value of these to advertisers to help them sell and strengthen their brands”.

THE MANTRA
Figure 1.3.3 The Mantra Of Company

1.3.2 SWOT ANALYSIS Table 1.3.2 showing SWOT of “The Times of India”INTERNAL FACTORS STRENGTHS
• • •

(+ve)

WEAKNESSES
• • • • •

(-ve)

• •
• •

• •

Oldest newspaper (1838). Big Brand, good reputation in the minds of customer. 1st rank in circulation in India& 8thin world. Invitational prices. Launches good campaign. Daily English newspaper with rich supplements. Good support from Times group companies. World class printing machine-Geoman, Goss 110,000 copies per hour

Late & repeated news Less information about stock market Grammar and vocabulary mistakes. Pictures of nude girls Late circulation in small cities Lake in covering useful news for competitive students

OPPORTUNITY

THREATS

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• •


“Consumers Preference Towards “Times Of India” Literacy rate increases day by day. • People are getting People focus more on career, education knowledge form Internet, etc. T.V., Radio etc. • Day by day readership of English is international language. “The Hindustan” (2 Everyone wants to learn it. position) and “The Hindu” Life style being hi-fi. (3 position) increases very fast.

EXTERNAL FACTORS

1.4 Profile Of “The Times of India”
“The Times of India” (“TOI”) is a leading English-language broadsheet daily newspaper in India. It is owned and managed by Bennett, Coleman & Co. Ltd. which is owned by the Sahu jain family. The newspaper has the widest circulation among all English-language broadsheets in the world. In 2008, the newspaper reported that (with a circulation of over 3.14 million copies) it was certified by the Audit Bureau of Circulations as the world's largest selling English broadsheet newspaper and making them as the 8th largest selling newspaper in any language in the World. According to Indian Readership Survey (IRS) 2008-R2 it has gained readership by 13.3 million ranking them as the Top English Newspaper in India by readership.

Product Detail In Short: Table 1.4.1 showing “The Times of India” in brief
TYPE FORMAT OWNER EDITOR-IN-CHIEF FOUNDED LANGUAGE HEADQUARTERS WEBSITE

Daily newspaper Broadsheet Bennett, Coleman & Co. Ltd Jaideep Boss 1838 English New Delhi
www.timesofindia.com

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History:

The first edition appeared on November 3, 1838 known as "The Bombay Times and Journal of Commerce". In 1961 its name became ““The Times of India” “.

The first edition appeared on November 3, 1838 known as "The Bombay Times and Journal of Commerce". The issue is published twice a week. Dr. J.E. Brennan was first editor and he was also Secretary of the Chamber of Commerce. Rs 30/- was the annual subscription rate. 1850 Company decided to increase shareholders and the share capital, so the paper converted into a daily

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“Consumers Preference Towards “Times Of India” 1861 Editor Bombay Robert Times, Knight Bombay amalgamates Standard character. The and

Bombay Telegraph & Courier to India” and gave it a national

form “The Times of

1890: Editor Henry Curwen buys “TOI” in partnership with Charles Kane. 1892 Following the death of Henry Curwen, T. J. Bennett becomes the editor and enters into a partnership with F.M. Coleman to form a joint stock company - Bennett, Coleman & Co. Ltd. (BCCL).

1929 ”The Times of India” Illustrated Weekly renamed “The Illustrated Weekly Of India” 1948 Sahu Jain Group becomes company. Shanti Prasad Jain of the group. 1950 Navbharat Times launched. The “TOI” Crest changed from the lions to elephants Dharmayug, Hindi weekly pictorial magazine launched 1952 Filmfare- first in English launched 1959 first women’s magazine in English launched Feminafilm magazine the owners of the

is the first Chairperson

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“Consumers Preference Towards “Times Of India” Except this Times group has entered into various other places like-

Supplements
“The Times of India” comes with several city-specific supplements, such as Ahmadabad Times, Delhi Times, Bombay Times, Hyderabad Times, Lucknow Times, Nagpur Times, Bangalore Times, Pune Times, Chennai Times and Calcutta Times.

Other Regular Supplements Include:
Times Wellness, Education Times, Times Ascent, ZIGWHEELS, Mumbai Mirror, Bangalore Mirror, Pune Mirror, Times Life, Rouge, What's Hot, Address, The Times of South Mumbai (In South Mumbai),Calcutta Times.

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BUSINESSES AREAS
Their business areas are Publications, Finance, Music, Retailing, Media, Radio, and Internet products, Events, Charitable Trusts and Education.

Figure No.1.4.1 showing different areas of business

Branches :{ Locations}
Ahmadabad , Bangalore , Bhopal , Calcutta , Chandigarh , Chennai , Cochin , Delhi , Hyderabad , Jaipur , Lucknow , Mumbai , Kandivali , Patna , Pune. [Figure No. 1.4.2showing branches of TOI] AHMEDABAD BRANCH
✔ The Ahmadabad Branch was established before 38 years with lunch of “The

Times of India” Edition. Subsequently The Economic Times in English and Gujarati were lunched in Ahmadabad. ✔ The Ahmadabad also has in its feather following brands: ➢ ZOOM ➢ TIMES NOW ➢ RADIO MIRCHI and TIMESJOB.com

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“Consumers Preference Towards “Times Of India”

“Mission of “TIMES OF INDIA”:
““The Times of India” is the aggregator of content in any form in the infotainment Industry. We collect & sell content to right target audience”

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FUNCTIONS AT AHMADABAD BRANCH
➢ Production Department ➢ Editorial ➢ Pre-Press ➢ Press ➢ Marketing Department ➢ RMD ➢ Response Figure No.1.4.3 showing Other Departments Of theTime Of India

RMD (RESULT AND MARKET DEVELOPMENT) DEPARTMENT OF MARKETING: Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” Figure No 1.4.4 showing various functions of RMD department THREE INTERESTING THINGS ABOUT “The Times of India”➢ Sell less than cost of newspaper (10-15 Rs). ➢ Always not looking to increase no. of copies to sell.
➢ Attached Profile of Reader.

DISTRIBUTION CHANNEL OF “TOI”: There are three ways to sell the “TOI”
1. CASH SALES: Take newspaper from pan wala or any shop in cash 2. SUBSCRIPTION SALES: Pay money in advance and read “TOI” 3. LINE SALES: Maximum % of sales comes from this method. Money

collection works in reverse order.

Figure: Chain of line sales.

In Ahmadabad branch, RMD Dept. uses both Pull and Push strategy for market development.

➢ Pull strategy ➢ Push Strategy

BRANDING:
Branding: An ongoing activity through which you can create an image in the mind
of customer about your product. Now branding of “TOI” ➢ THROUGH CAMPAIGN  Lead India  Teach India  Clean India  Economic Times in college
➢ OTHER LOCAL PROGRAMMES

Pricing of “TOI”:

Price of “TOI” vary according to day called as zigzag

pricing or differential pricing like-

Table no. 1.4.2 Pricing of newspaper for a week
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“Consumers Preference Towards “Times Of India” Monday 2 Rs. Tuesday 2 Rs. Wednesday 2.5 Rs. Thursday 2.5 Rs. Friday 2 Rs. Saturday 2.5 Rs. Sunday(Sunday Times) 5 Rs. Price of newspaper also varies according to life cycle of newspaper like Till 12 pm- 2.5 Rs From 12 pm to 3 pm- 2 Rs From 2 pm to 6 pm- 1.Rs

“TOI” Is Pioneer In Invitation Pricing:
Price at which customer automatically attract towards products called as invitation price. To understand this we take one example hypothetically. Suppose the price of newspaper is 3 rupees and circulation is 1 lac from Monday to Saturday. Now suppose on ‘Wednesday” they made 1 rupee of newspaper in which they had maximum no. of pages. As result of this, on Wednesday sales get tripled. Because those who could not purchase it, now they (non-”TOI” readers) got opportunity to purchase and read “TOI”. By passage of time (After 5-7 Wednesday) they became “TOI” reader. This is called as invitation prices. Then same things were done by competitors. After one year both company blooded with 1000 million rupees. After this “TOI” made 5 rupees per day on same day (called as reverse pricing). Due to high price, customer reduced from 3 lakh to 2 lakh but company still benefit because no. of customer is more than 1 lakh with 5 rupees cost of newspaper. And people going to give 5 rupees because they become habituated with this newspaper. Competitors cannot go for reverse strategy. Because they do not have good branding when compare with TOI. By this way competitors will not survive. By these techniques, they develop their market. Now Market share of “TOI” is≈50%

FIGURE1.4.5 MARKET SHARE OF “TOI”
COMPETITORS DETAIL OF “TOI” THROUGHOUT THE INDIA: TABLE:- 1.4.3 Competitors of TOI details throughout India Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” The Hindu The Hindustan Times TYPE DAILY NEWSPAPER DAILY NEWSPAPER FORMAT BROAD SHEET BROAD SHEET OWNER KASTURI & SONS HT Media LTD PUBLISHER N.RAM Shobhana Bhartia EDITOR N.RAM Vir Sanghvi FOUNDED September 20,1878 1924 LANGUAGE ENGLISH ENGLISH Political allegiance --------Centrist HEADQUARTERS CHENNAI New Delhi, India CIRCULATION 12,72,000(Citation 1,143,000 Daily needed) website = WEBSITE THE HINDU www.hindustantimes .com The Indian Express DNA DAILY NEWSPAPER DAILY NEWSPAPER BERLINER BROAD SHEET Indian Express Group Diligent Media cor. Shekhar Gupta R Jagannathan 1931 July 30,2005 ENGLISH ENGLISH Mumbai, Chennai, Mumbai Madurai, India Mumbai, Chennai, 4,00,000 Madurai, India The Indian Official site-Paper Express.com Syndication site (www.wikipedia.com)

TYPE FORMAT OWNER EDITOR FOUNDED LANGUAGE HEADQUARTERS CIRCULATION WEBSITE

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“Consumers Preference Towards “Times Of India”

CHAPTER 2

METHODOLOGY
2.1 Market Research

2.1 MARKETING RESEARCH:
The systematic and Objective process of gathering, recording and analyzing data for aid in making business decision or finding solution of business problems. The task of marketing (business) research is to generate accurate information for use in decision making.

Research Process:
Every research project has order of sequence of activity. In this project, these are main activities (stages).

Stage (1) Defining the problem: Problem is “To find out reasons why apt customers do not read ““The Times
of India” newspaper”” The objectives of project are: 1) Preference of students or customers towards newspapers.
2) To study the factors affecting apt customers to read “TOI”.

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“Consumers Preference Towards “Times Of India” 3) To understand media habits to consumer.
4) Attitude towards “TOI”. 5) To study the market development strategy of “The Times of India”.

Stage (2) Research Design:
Research Design is master plan specifying the methods and procedures for collecting and analyzing the needed information.

Research type: Descriptive research Method used: By Pilot survey Procedure: went in colleges, hostels, multiplexes, various halls, BPOs and
many other places.

Stage (3) Planning for sample: Students who know English. Sample size: 400 persons who know English Source of Data: Primary data & secondary data
➢ Primary Data: getting by survey ➢ Secondary Data: Web site of “The Times of India”, Old
articles, projects, books.

Research Instrument: Questionnaire. Types of Questions in Questionnaire: Open ended question and
Closed ended question. Most of questions are in likert scale. Shortly these questions are going to measure-Attitude towards “TOI”, importance of cost to choose newspaper, availability of time and value addition by “TOI” in their life etc.

Sampling Method: Random Sampling method will be used for
gathering the necessary information.

Stage (4) Collecting the Data: We went different-different places of
Ahmadabad city like Institutes, shopping malls, gardens, BPOs, Colleges and taking personal interview.

Stage (5) Analyzing the Data

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“Consumers Preference Towards “Times Of India”

CHAPTER 3

Analysis And Interpretation

Analysis:Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India”

Question No. 1
1) What are you doing? (A)Student (B) Employee (C) Businessman (D) Other (please specify).... TABLE NO. 3.1 Showing category of Respondents Category Students Employees Businesspersons Others No. of categories of non-“TOI”s 263 82 49 6 Mode = Students(263)

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

As per survey conducted
✔ Study was focused on those individuals who know English but do not read

English newspaper. ✔ According to above graph, students and employees were major segments that consist of approx. 86% of total non-”TOI” readers.

Question No. 2
2) Which news paper are you reading? 1) Sandesh 4) The Hindu 2) Gujarat Samachar 5) Business Standard 3) The Indian Express 6) Ahmadabad Mirror

7) Divya Bhaskar 8) Other (Please Specify):____________________ The Newspaper Sandesh D.B. I.E. Hindu B.S. A.M. G. S OTHER No. of Readers 73 212 20 10 24 49 117 15 Mean 50 Mode = Divya Bhaskar (212)

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“Consumers Preference Towards “Times Of India” TABLE NO.3.2 Showing different Newspapers

GRAPH.NO. 3.2 Showing No. of readers of different newspapers ` ✔ Divya Bhaskar and Gujarat Samachar are the most circulated newspapers; approx 63% educated individuals are reading those newspapers in Ahmedabad. ✔ These two newspapers are read by educated person, who know the English very well, so this is the big opportunity to extend the market and convince them to read TOI. ✔ Only approx 23% educated people reads English newspapers.

Question No. 3
3) How do you feel when you hear the name of “The Times of India”?

( Please tick on any one of graphics)

[

[[[[[

TABLE NO. 3.3 Showing different attitude Attitude(Graphical Scale) Good Neutral Bad No. of respondents whose attitude towards “TOI” 248 126 26 Percentage of attitude towards “TOI” 62 32 6 Mean = 80 Mode = Good (248) GRAPH NO.3.3 Showing attitude of respondents towards “TOI”

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“Consumers Preference Towards “Times Of India”
✔ Approx 62% educated respondent who don’t read “The Times of India” but

their attitude towards Times of India is good. This shows “TOI” having good brand or image in the mind of potential customers. ✔ Approx 32% educated respondent are having neutral attitude towardsTimes of India. These respondents read Times of India very hardly. These Guajarati people know English but like to read Gujarati newspaper. They may not be much aware of the importance of TOI product

Question No. 4
4) What do you think about quality of information of “The Times of India” as

compare to other English newspapers? (A) Excellent (B) Good (C) Fair (D) Poor (E) Cannot say

QUALITY No. of respondents Percentage of Quality of information provided by “TOI” 30 51 10 Mean = 80 Mode =Good (205) TABLE NO.3.4 Showing scale of quality of information of “TOI” GRAPH NO.3.4 Showing % of quality of information of “TOI”

Cannot Excellent Good Fair Poor say 121 205 40 6 28 2 7

✔ The quality of information provided by the Times of India is good because

approx. 30% respondents said excellent and 51% good. This shows that “The Times of India” information is too specific and the newspaper is too friendly in nature. ✔ Above mean there are two categories 1.Excellent and 2. Good. So we can say that the most of people think TOI have quality of information with simple language.

Question No. 5
5) If you are subscribing any other newspaper then a expert says to purchase “The

Times of India” than extra cost of “The Times of India” will important for you (A) Very important (C) Neutral (B) Fairly important (D) Not so important (E) Not at all important

TABLE NO. 3.5 Showing how much extra cost will important for respondents Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” Very Fairly Not so Not at all Scale Important important Neutral Important important No of respondents who think Importance of paying Extra cost of “TOI” over being Subscribed newspaper 92 98 114 71 25 In % 23 24 29 18 6 Mean = 80 Mode = Neutral (114) GRAPH NO. 3.5 Showings✔ Every educated or non educated family is subscribing English or Guajarati

newspaper (except Times of India); if any person from that family wants to read “TOI” then they have to pay extra amount for “TOI”. This extra amount is very important for them. Now according to survey approx 47% respondent said this extra amount is important for them so they do not read “TOI”. ✔ For approx 24% respondents did not given importance to extra cost of TOI. And they became agree to subscribe newspaper. ✔ Approx 29% are neutral in paying extra cost. These respondents were first convinced with importance of TOI and they gave us their address and contact number for subscription but their parents do not read and write English so they are subscribing non- English newspapers as they were not able to convince their parents. This is my assumption that this type of people come in this category.

✔ Question No.6
6) (a) If somebody provide you “The Times of India” at free of cost, than are

you going to read it? why________________________________________
National and Free ImproveInternationa of ment in Inform- Good Good l Cost Language ation Content Reputation News

Scale percentage of effect of providing “TOI” at free of cost

Not InterEsted

57

7.28

13.1

6.79

2.42

1.45

12.13

Mean

Approx 60

Mode

= Free of cost (57%)

TABLE NO. 3.6.1 Showing effect of providing “TOI” free of cost GRAPH 3.6.1 Showing –Percentage of effect of providing TOI at free of cost

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“Consumers Preference Towards “Times Of India” ✔ According to our survey, approx 57% respondents are ready to read “TOI” newspaper, if we provide at free of cost, it means that they are aware about it but they don’t want to subscribe it, maybe they don’t feel worth to its price or may be lack of communication of times of India.
✔ 31% respondent are ready to read because they know the benefit of reading

times of India like to improve their English language, to get general knowledge, national and international news.
✔ Approx 12% respondent are not interested to read newspaper because they are

getting the news from other sources like TV, radio, internet or from the market. (b) What will be frequency of reading “The Times of India”? (A) All of the time (B) Very often (C) Often (D) Sometime (E) Hardly ever TABLE NO. 3.6.2 Frequency of reading “TOI” at free of cost All of the Very Some Hardly FREQUENCY time often Often time ever Frequency of reading “TOI” 117 117 67 78 21 Mean 80 Mode 117 GRAPH 3.6.2 Showing Frequency of reading newspaper at free of cost

✔ If we provide “TOI” at free of cost than 234 respondents said that they are

going to read newspaper very often, it means they like this newspaper, want to read it but they might be thinking that cost of “TOI” newspaper is high. ✔ Mean is 80 which is near to 79, less than 117, it means average people is going read newspaper very often. There may be gap of communication of value or importance of “TOI” to target readers.

Question No. 7
7) How much reliable information of “The Times of India” is?

(A) Very much

(B) Much

(C) Neutral

(D) Not much

(E) Not at all

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“Consumers Preference Towards “Times Of India” TABLE NO. 3.7 Showing reliability of Information
Category Scale No of respondents who think Reliability of information of “TOI” Mean Very much 117 80 Much 164 Neutra l 84 Mode Not Much Not at all 7

28 = Much (164)

GRAPH NO. 3.7 Showing reliability of readers on “TOI” Information

✔ According to our survey, approx 281 out of 400 respondents rely on information provided by Times of India, because of following these three reasons 1. Strongest brand in newspaper 2. Not adding “mirch masala” in news by “TOI”. 3. “TOI” takes opinion from readers not vice-a-versa

Question No.8
8) Ticks on more than two relevant boxes. Time constrains to read any (English and Gujarati) newspaper. More time consumption to read English newspaper (“TOI”) Not easily available in your area (service/delivery problem ) (mention area____________________________________) Requirement to read other newspapers………………. Mention name Prefer to read Gujarati newspapers at your home TABLE NO.3,8 Showing the problems faced by respondents Prefer Gujarati Time News Constraints Time Not Read Paper Any Consumption Easily Other At Newspaper For TOI Available Newspaper Home 134 110 45 29 106

Category Scale No.of respondent

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IN % Mean

“Consumers Preference Towards “Times Of India” 31 28 11 6 24 85 Mode Time constrains (134)

GRAPH NO.3.8 Showing-

✔ Like metro cities, Ahmedabad people do not have time to read newspaper.

They update themselves by Internet, T.V. and radio. ✔ They just watch T.V. channels where channels like “AAJ TAK”, “CNBC” give information of every half an hour and get news. ✔ Approx 28% respondents have problem of time consumed to read any English newspaper, their English is not much improved so they get irritated by this and ultimately they switch over from English to Guajarati newspaper. ✔ In Gujarat state, most of people’s mother tongue is Gujarati and their culture is also Gujarati, so approx 24% respondents prefer to read Gujarati newspapers at their home. Educated family is also subscribing one Gujarati newspaper at their home so their family members are definitely going to read Gujarati newspaper.

Question No. 9
9) Anything you dislike in “The Times of India”.

___________________________________________________ More Advertise Ments 56 14

DISLIKE Nothing Respondents who dislike in “TOI” 232 In % 58

Sexy Images 88 22 24 6

Other

Mean = 66 Mode TABLE NO. 3.9 Showing dislike in “TOI” by students Parul Institute Of Management, Vadodara

Nothing(228)

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“Consumers Preference Towards “Times Of India” GRAPH NO.3.9 Showing✔ Approx 58% respondents like each and every thing whatever comes in TOI. ✔ But some of them said that they could not subscribe and read it in front of their

family because of sexy images of modals, some said more advertisement.

Question No. 10
10)Problem with understanding the language of “The Times of India”? A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

TABLE NO.3.10 Showing respondents TOI Strongly Scale Agree No. of respondents have problem with understanding language 63 In % 16 Mean 80 GRAPH NO. 3.10 Showing-

who having problem with language of Strongly Uncertain Disagree disagree 72 18 Mode 77 27 19 7 Agree(161)

Agree 161 40

✔ APPROX 56% respondents are agree with problem of understanding language

of TOI so it shows that respondent’s are very weak in understanding English language . ✔ Gujarati people like to read Gujarati newspaper than English newspaper even though they know English very well. ✔ They said that they are more comfortable with Gujarati. So they like to read Gujarati newspaper.

Question No.11
11)Lacking in cover local news that other newspapers cover? A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree

TABLE NO. 3.11 Showing coverage of local news Strongly Scale Agree Agree Uncertain Coverage of news 59 86 155 In % 15 21 39 Mean 80 Mode Parul Institute Of Management, Vadodara

Disagree

Strongly disagree

84 15 21 4 Uncertain(155)
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“Consumers Preference Towards “Times Of India” GRAPH NO. 3.11 Showing local news cover by “TOI”

✔ If we look at graph then we can find that approx 36% respondents agree with

that “TOI” is lacking in covering local news. They like to read local news first than national. They find more local news in local newspaper like Divya Bhaskar and Gujarat Samachar. ✔ Approx 39% respondents are uncertain about this. It means “TOI” is lacking in covering local news or people are not aware about it. ✔ Only approx 21% people disagree. ✔ Here mean is 80 and every data except uncertain are close to mean. More value is above mean that also prove that “TOI” lacking in covering local news.

Question No. 12
12)Do you think “The Times of India” is going to add value to your life?

A) Strongly agree B) Agree

C) Uncertain D) Disagree E) Strongly disagree

TABLE NO.3.12 Showing people who think TOI is going to add value Strongly Strongly Scale Agree Agree Uncertain Disagree disagree No. of People who think “TOI” going to add value in their life 79 169 99 32 21 Mean 80 Mode Agree(169) GRAPH 3.12 Showing -

✔ 248 respondents agree with “TOI” going to add value in their life if they read

“TOI”. So it shows TOI’s importance in their life. ✔ They think that by reading TOI their English, life style, status are going to improve. ✔ 99 respondents are uncertain about it.

Question No. 13

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“Consumers Preference Towards “Times Of India” 13)Is “The Times of India” providing information effectively to you? A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree TABLE NO. 3.13 Showing information provided effectively to you Strongly Strongly Scale Agree Agree Uncertain Disagree disagree Effectiveness of information 93 127 105 49 26 Mean 80 Mode Agree(127)
]

GRAPH NO 3.13 Showing effectiveness of providing information by “TOI”

✔ Effectiveness of providing news to reader of “TOI” is good. 127 respondents

agree with this thing. ✔ 105 respondents are not aware about effectiveness of providing English news.

Question No. 14
14)Are T.V., Radio or internet giving more knowledge than “TOI”?

A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree TABLE NO. 3.14 Showing T.V and RADIO give more knowledge than TOI Strongly Strongly Scale Agree Agree Uncertain Disagree disagree knowledge more than “TOI” 82 120 110 51 37 In % 20 30 28 13 9 Mean 80 Mode Agree(120) GRAPH NO. 3.14 Showing -

✔ Internet, radio, T.V. and new emerging threat mobile are now main source of

information. And because of this, newspaper industry is facing problem.

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“Consumers Preference Towards “Times Of India” People like to watch T.V., listening radio and new and big sources of information are Internet and mobile, people like assess this. ✔ So 50% respondents agree with T.V., radio and internet give them more knowledge than a newspaper. ✔ 28% respondents are not aware about that which is going to give more knowledge electronic media or print media.

NOW WHAT STUDENTS ARE THINKING ABOUT “TOI?”

1)

Qualification Of Students

(1)S.S.C (2) H.S.C. (3) Diploma (4) Graduate (5) Post Graduate (6) Others___ TABLE NO. 3.15 Showing qualification of students Qualification Post Eng of students H.S.C S.S.C Diploma Graduates graduates Others Ineers No. of Students 7 54 15 81 16 13 74 Mode Graduates(81)

GRAPH NO. 3.15 Showing qualification of students
✔ Out of 263 students, 81 are graduates, 74 are engineers and 54 are H.S.C

students. So majority of students are graduate and engineers.

Question No. 2
2) Out of 263 students who read newspaper which news paper are they reading? 1) Sandesh 4) The Hindu 2) Gujarat Samachar 5) Business Standard 3) The Indian Express 6) Ahmadabad Mirror

7) Divya Bhaskar 8) Other (Please Specify):____________________

TABLE NO.3.16 Showing different newspaper read by students Divya Bhaska r 143 The Hind u 6 Busines s Standar d

News paper No. of newspape r read by

Sandes h 54

I .E. 13

A M

Guj. S. ET 90 3

DNA 4

16 49

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“Consumers Preference Towards “Times Of India” students In % Mean 14 38 45 3 2 4 13 24 1 1 Mode Divya Bhaskar(143)

GRAPH NO. 3.16 Showing-

✔ Majority of students are graduates, engineers. They are well matured to understand value of English, but still they prefer to read Gujarati newspaper like 38% of students like to read Divya Bhaskar and 24% Gujarat Samachar. ✔ Approx 24% students like to read English newspaper. ✔ 62% students might be habituated to read Guajarati newspapers as Gujarati newspaper coming at their home. ✔ Above mean there are 4 newspapers except Ahmedabad Mirror, all three newspapers are Gujarati. It proves that average students are reading Gujarati newspapers

Question No. 3
3) How do you feel when you heard name of “The Times of India”?

(Please tick on any one of graphics)

TABLE NO.3.17 Showing attitude towards “TOI” Attitude Good Neutral No. of students 176 78 Mean Approx 90 Mode

Bad 9 Good (176)

GRAPH NO. 3.17 Showing Attitude Of Most Of Students Are Good ✔ Approx 70% students having good attitude towards TOI. It means they like to read TOI may be in their college library, friend’s home or where TOI is coming. Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” ✔ 78 students’ attitude is neutral because these students like only Gujarati or local newspapers and read TOI very rarely.

Question No. 4
4) If you are subscribing any other newspaper then a expert says to

purchase “The Times of India” than extra cost of “The Times of India” will important for you (A) Very important (C) Neutral (B) Fairly important (D) Not so important (E) Not at all important

TABLE NO. 3.18 Showing Effect Of Paying Extra Cost “TOI” very fairly not so not at all category scale important important neutral important important no. of respondent 64 59 72 55 12 In % 24 23 27 21 5 Mean 52 Mode

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

✔ Most of students do not have income source and decision power n their hand. Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” ✔ Suppose students have income source but cannot take decision without taking decision from his family members.

Question No. 5
5) Ticks on more than two relevant boxes. Time constrains to read any (English and Gujarati) newspaper. More time consumption to read English newspaper (“TOI”) Not easily available in your area (service/delivery problem ) (mention area____________________________________) Requirement to read other newspapers………Mention name Prefer to read Gujarati newspapers at your home TABLE NO. 3.19 Showing problems of students. Time Time Not Read CATEGORY constraints consumption easily other SCALE any for “TOI” available newspaper newspaper No. of respondent In % Mean 134 31 110 26 85 45 11 mode 29 7 Prefer Guajarati news paper at home 106 25 134

GRAPH NO.3.19 Different Problems Faced By Students

Students are studying with job so they do not have that much of time to read
English newspapers. Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” ✔ Today’s generation prefer news from T.V. internet and radio. So they do not prefer to read any newspaper. ✔ 26% students have problem with more time consumption to read English newspaper because they always like to communicate in Gujarati language.

Question no. 6
6) Problem with understanding the language of “The Times of India”.

A) Strongly agree B) Agree C) Uncertain

D) Disagree E) Strongly disagree

TABLE NO. 3.20 Showing problem with understanding language of TOI. strongly strongly CATEGORY SCALE agree agree uncertain disagree disagree percentage of understanding language of “TOI” 30 106 53 63 10 In % 11 41 20 24 4 Mean 52 Mode Agree (106) GARPH NO. 3.20 Showing-

✔ Most important thing is understanding language of any English newspaper and

approx 52% students are facing this problem. Due to this they fear to subscribe English newspaper and switch over Gujarati newspaper. ✔ These students may be studying in Gujarati medium and do not required level of English.

Question No. 7

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“Consumers Preference Towards “Times Of India” 7) Do you think “The Times of India” is going to add value to your life? A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree Table No.3.21 Showing No Of Respondents Think TOI Is Going To Add Value To Their Life. Category scale Strong agre uncert disagr Strong ly e ain ee ly agree disagr ee Numbers of 54 127 54 20 8 respondents Percentage of people 20.53 48.2 20.53% 7.6% 3.04% think “TOI” is going to % 8% add value in their life Mean 52 Mode Agree (127)

Graph No.3.21 Showing

✔ Most of the students are agree that Times of India is going to add value in their

life they can improve their English.
✔ They can also get general knowledge and update them self to sustain in this

competitive market.

Question No: 8
8) Are T.V., Radio or internet giving more knowledge than “TOI”? A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree TABLE NO.3.22Showing Who Is Giving More Knowledge Than “TOI” Category scale Numbers of respondents Percentage of people think that TV. Radio Mean Strongl y agree 62 23.57 agre e 86 32.6 9 52 uncert ain 65 24.71 Mode disagr ee 29 11.02 Strongl y disagr ee 21 7.98

Agree(86)

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“Consumers Preference Towards “Times Of India”

GRAPH NO. 3.22 Showing
✔ Today’s generation are very fast they are getting information from TV and

radio and Internet they don’t want to spend their time in reading newspapers.
✔ Most of the students are spending their most of time in front of TV and

Internet so they get most of information from there.

CHAPTER 4

FINDING AND INFERENCES

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“Consumers Preference Towards “Times Of India”

INTERPRETATION OF QUESTIONNAIRE
✔ Approx 86% respondents are students and employees, who are “Non-TOI”

readers.
✔ Educated people also like to read Guajarati newspaper, because of their

convenience with Guajarati language.
✔ Because of good branding and too specific to information or news, approx

81% respondent think, quality of information of “TOI” is good.
✔ If expert suggest then to read “TOI” then extra amount of “TOI” over being

subscribe Guajarati newspaper, is very important for them.
✔ Now if we provide “TOI” at free of cost, then 57% of respondent going to read

it, it means Gujarati people do not feel worth to its prices or money is more important them and frequency of reading “TOI” (if we provide “TOI” at free of cost) is very often because 234 out of 400 respondents are ready to read “TOI” every day.
✔ 231 out of 400 respondents rely on information provided by “TOI” because of

it brands, taking opinion from readers, and not adding “mirch masala” to it news.
✔ 31% respondents do not have time to read newspaper because of tight

schedule or job. They get news from T.V., internet and radio.
✔ 28% respondents have problem with understanding language of “TOI”

because of Gujarati culture or do not know English perfectly.
✔ 24% respondents prefer Guajarati newspaper at home because; they habituated

to read Guajarati newspapers with their family members.
✔ “The Times of India” comes with so many sexy images so member of family

do not like to read is front of members.
✔ Most of respondent (approx 56%) have problem with language of “TOI”.

There people prefer Ahmedabad Mirror not “TOI”.
✔ If any newspaper does not cover local news, then nobody is interested to

subscribe it, approx 36% respondent agree with “TOI” lacking in covering local news. But 39% respondents are uncertain about it.

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“Consumers Preference Towards “Times Of India” ✔ Due to good branding, improvement in reader’s life, and status, 248 out of 400 think “TOI” is going to add value in their life.
✔ “TOI” provide effective information and 58% respondents like everything in

‘TOI” so respondent said whenever they get chance to read TOI, they read it. They getting information very well.
✔ 50% respondents agree with, internet, radio and T.V. are providing more

knowledge than TOI. They like to take information, news from electronics media only.

WHAT STUDENTS ARE THINKING ABOUT TOI
✔ Most dominated qualification of students is graduated and engineers.
✔ Most of students (graduated, engineers) are reading Divya Bhaskar and

Gujarat Samachar. Because they like or they do not know value of English. They said we are getting\ knowledge from Guajarati newspapers.
✔ 47% respondent think that paying extra cost of TOI over being subscribe

newspaper is important for them.
✔ 31% student having time constraints to read newspaper because they get these

newspapers from friends or from anywhere else. They do not want to waste their time to reading newspaper. ✔ 26% of students are not comfortable with English language, so they take more time to understand and article and English newspapers. ✔ 25% of respondent prefer Guajarati newspapers at home.
✔ 68% respondents agree with “TOI” that “TOI” is going to add value in their

life if they read it regularly.
✔ Approx 56% of students are like to take knowledge from internet, TV, radio.

They do not like to spend their time to read newspaper.

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“Consumers Preference Towards “Times Of India”

CHAPTER 5
RECOMMENDATIONS

Recommendation for the Times of India
✔ Students are the most potential market for “TOI”, so “TOI” Should give1. Promotional schemes to organization, classes or schools so new

generation become habitual to “TOI” Only.
2. More career news on regular basis (twice or thrice a week) on “TOI”

newspaper or start two supplements on career per week.

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“Consumers Preference Towards “Times Of India” ✔ Give presentation on importance of “TOI” over other newspaper to these readers(specially students) because
1. 63% educated respondents (students 66%) are reading Guajarati

newspaper. 2. 32% respondents have neutral attitude.
3. Approx 50% respondents think extra cost of “TOI”, over being

subscribed newspaper, is important for them.
✔ To penetrate into the market for various reasons (based on finding and

inferences.)
1. Make it compulsory for “Vendorwala” to put banner outside their

home with toll free phone number and vendorwala’s mobile number and one lead line number.
2. Give toll free number on every copy of Times of India one specific

location.
3. Give some copies (fix 100, 200) to persons are coming in big clubs to

make habituate to TOI.
4. Cover more local news like Divya Bhaskar in TOI. 5. Start SMS alert on mobile of short news. For register mobile number

make some arrangement in “TOI” website. 6. Improve distribution channel in interior areas of Ahmedabad.
✔ As new generation like to take information from internet so improve e-paper,

make reader friendly, and make it easy to assess.
✔ Tell disadvantage of going online –like-eye problem, Cost of electricity,

Computer, Internet. Tell cost calculation of going online and start subscriptions. ✔ Do not use abbreviation like SC (Supreme Court)
✔ Reduce semi-nude images of models.

✔ Improve Grammar mistakes in “TOI”.
✔ Start giving more news on stock market.

✔ Avoid repetition of news. ✔ During survey we found some strengths of TOI like1. Non-TOI have good attitude towards TOI.
2. They think “TOI provide quality of information”.

3. TOI will add value to their life. 4. Provide information effectively Parul Institute Of Management, Vadodara
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“Consumers Preference Towards “Times Of India” 5. They rely on information given by TOI. TOI should high light these strengths in market to make them regular TOI reader.

“TOI” should survey like the Divya Bhaskar is doing they should give the
questionnaire in their paper .Divya Bhaskar is doing this survey every six months and find out the results of it and they will make the changes according to the consumers preferences. We had attached that questionnaire.

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“Consumers Preference Towards “Times Of India”

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“Consumers Preference Towards “Times Of India”

CONCLUSION

CONCLUSION
From above survey we conclude that
➢ Non-TOI reader has a problem with understanding language.

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“Consumers Preference Towards “Times Of India” ➢ TOI lack in covering local news like Divya Bhaskar.
➢ New generation like to take news from T.V, RADIO and INTERNET or any

electronic media.
➢ Educated people like to read Gujarati newspaper. ➢ In Gujarati people’s mind, money is very important for them.

✔ During survey we found some strengths of TOI like1. Non-TOI have good attitude towards TOI.
2. They think “TOI provide quality of information”.

3. TOI will add value to their life.
4. Provide information effectively

5. They rely on information given by TOI

APPENDIX: Questionnaire on which we conducted this survey is

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“Consumers Preference Towards “Times Of India”

SURVEY QUESTIONNAIRE FOR TIMES OF India
Please fill this to help Times Of India Serve You better. (The information provided by you will be kept strictly confidential.) (FOR PEOPLE “WHO DON’T" READ TIMES OF INDIA) 1) What are you doing?
(A) Student

(B) Employee (C) Businessman (D) Other please specify.... 2) Gujarat Samachar 5) Business Standard 3) The Indian Express 6) Ahmadabad Mirror

A) Which news paper are you reading? 1) Sandesh 4) The Hindu

7) Divya Bhaskar 8) Other (Please Specify):____________________
B) How do you feel when you heard name of “The Times of India”?

( Please tick on any one of graphics)
C) What do you think about quality of information of “The Times of India” as

compare to other English newspapers?

D) What do you think about quality of information of “The Times of India” as

compare to other English newspapers? (B) Excellent (B) Good (C) Fair (D) Poor (E) Cannot say
E) If you are subscribing any other newspaper then a expert says to purchase

“The Times of India” important for you (A) Very important

than extra cost of “The Times of India” will be (B) Fairly important (C) Neutral

(D) Not so important (E) Not at all important
F) If somebody provide you “The Times of India”at free of cost, than are you

going to read it? Why? - ______________________________________ What will be frequency of reading “The Times of India”? (A) All of the time(B) Very often (C) Often (D) Sometime(E) Hardly ever
G) How much reliable information of “The Times of India”?

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“Consumers Preference Towards “Times Of India” (A) Very much (B) Much (C) Neutral (D) Not much (E) Not at all H) Ticks on more than two relevant boxes. Time constrains to read any (English and Gujarati) newspaper. More time consumption to read English newspaper (“TOI”) Not easily available in your area (service/delivery problem ) (mention area____________________________________) Requirement to read other newspapers……. (Mention name) Prefer to read Gujarati newspapers at your home I) Anything you dislike in “The Times of India”. _________________________________________________________ Rate “The Times of India” (“TOI”) on these 5 scales. s. Questions Strongly Agree Uncertain Disagree Strongly no agree disagree 10 Problem with understanding the language of “The Times of India”. 11 Lacking in cover local news (any information fun also) that other newspapers cover? _____________ 20-40 40-60 60-80 80-100 How much % of that 0-20% information “The Times of India” cover? 12 Do you think “The Times of India” is going to add value to your life? 13 Is ““The Times of India”’ providing information effectively to you? 14 Are T.V., Radio or internet giving more knowledge than “TOI”? Personal detail:Name …………………………………………. Contact No.…………………… (15) Education (1)S.S.C(2)H.S.C(3) Diploma(4) Graduate(5) Post Graduate(6)Others__________

BIBLIOGRAPHY:
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“Consumers Preference Towards “Times Of India”

Books:
➢ Kotler, Philip, et al., Marketing Management: A South Asian

perspective, (13th ed; Delhi: Dorling Kindersley (india) 1994) Ch.6 & 8. ➢ Rao S. Shreenivas, Hand Book for Writers And Editors, (10th ed; Ahmadabad: (AMA2007) ch.6, page no. 49,ch.8, page no. 64-67,ch. 10, page no.102-111. ➢ Zinmund William G., Business Research Methods, (7th ed; New Delhi: Cengage Learning India Private Limited2002) ch.4, page no. 58-75

Internet:
S .no 1 Name of site Article Name Date of the site visited Times of India, the Hindu, 25 may the Hindustan, Newspaper 2009 industry. Brief history of newspaper 30 may industry. 2009 What you should know 30 may about newspaper industry? 2009 Case study of the Hindustan Vs “The Times of India”. What is going on in the newspaper industry? 30 may 2009 17 June 2009 17 June 2009 18 June 2009

www.wikipedia. com www.newspape rin dustry.com www.pbs.org www.icmindia.c om www.mpdailyfix .com

1

2

3

4

5 6

7

www.indiatimes About company. .com www.taipeitimes.c Archives of newspaper om industry. /News/editorials/a rchives/2004/02/0 5/2003097557 DIVYA BHASKAR Questionnaire of Divya NEWSPAPER Bhaskar newspaper survey.

23 June 2009

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