A Project report

On
“UNDERSTANDING THE READING HABIT OF CONSUMERS”

In partial fulfillment of the requirements for

MASTER OF MANAGEMENT STUDIES

Of
MUMBAI UNIVERSI
Submitted by
YADAV JAYSHANKAR
ROLL NO - 57
Specialization: Marketing

For Academic Year 2015-17

Project Guide: Rafana kazi

 DECLARATION BY THE CANDIDATE

This is to certify project report entitled “(Understanding the reading habit of

consumer)”which is submitted by me in partial fulfillment of the requirement for the award of
Master of Management Studies, (Mumbai University) Allana institute of management Institute
Studies, comprises of my original work and due acknowledgment has been made in the text to
all other material used.

Wherever references have been made to intellectual properties of any individual / Institution
/ Government / Private / Public Bodies / Universities, research paper, text books, reference
books, research monographs, archives of newspapers, corporate, individuals, business /
Government and any other source of intellectual properties viz., speeches, quotations,
conference proceedings, extracts from the website, working paper, seminal work all they have
been clearly indicated, duly acknowledged and included in the Bibliography.

_______________________________
Date & Signature of Candidate
CERTIFICATE BY THE GUIDE

This is to certify that project report entitled “(understanding the reading habit of consumer)”
which is submitted by (Yadav JayShankar) in partial fulfillment of the requirement for the
award of Master of Management Studies, (Mumbai University) Allana Institute of Management
Studies, is a record of the candidate's own work carried out by him under my guidance. The
matter embodied in this report is original and due acknowledgment has been made in the text to
all other material used.

Guide's Name: Lavina Panjnani

Date:
CERTIFICATE BY THE ORGANIZATION
 ACKNOWLEDGEMENT

At the start of this report, I would like to use this opportunity to extend my sincere and heartfelt
gratitude to God, all the personnel and the organization, who has helped me in successfully
completing my project. Without their active guidance and encouragement, I would not have
made headway in the project.

I am ineffably indebted to Lavina panjnani, for assigning me this project and also for the
conscientious guidance and encouragement to accomplish the assignments. I would like to
express my gratitude to (HT MEDIA) LTD. for giving me this opportunity and supporting me
during the entire two months of internship. Also would like to thank all the Retail Executive for
sharing their experience and knowledge and also being ever ready to solve any query that came
by. I am extremely thankful and pay my gratitude to my faculty, Lavina panjnani for his
valuable guidance and support for the completion of this project.

I extend my gratitude to Allana Institute of Management Studies for giving me this opportunity.

I also acknowledge with a deep sense of reverence, my gratitude towards my parents, who
always supported me at all times.

At last but not the least my gratitude goes to all my friends who directly or indirectly helped me
to complete this project.
 Index
1. Executive Summary 1

2. Objective 2

3. Literature Review 3

4. Introduction 7
 Details of the Company
 Vision & Mission
 Supplements of Mint
 Mint as your business paper

5. Printing of Mint 10

6. Sales & Distribution 13

7. Pricing of Mint with other Financial newspaper 16

8. SWOT Analysis 17

9. Research Proposal 20

10. Data Interpretation and Analysis 21

11. FindingsRecommendations and Limitations 23

12. Bibliography 25
 EXECUTIVE SUMMARY

In the most matured economies the print media faces stiff competition and a shrinking share of
advertising pie, in India it continued to dominate media budgets. Yet during the year in review
the, there was tremendous pressure on advertising budgeted and this impacted company’s
revenues.

Mint is India's second largest business newspaper published by HT Media Ltd, the Delhi-based
media group which also publishes the Hindustan Times. It mostly targets readers who are
business executives and policy makers. It is India's first newspaper to be published in the
Berliner format. Mint exclusively carries "Wall Street Journal" branded editorial content in its
pages by virtue of the content sharing partnership between HT Media and Wall Street Journal.

My project title was to identify the customer perception of ‘Mint’ a business newspaper from HT
Media with special reference to Mumbai. Objective of the project was to identify the brand
awareness & perception for Mint and also the availability for the Mint newspaper. It also
involves the work to find out some measures for enhancing the corporate reach of the newspaper.
There were other newspapers in the market like The Economic Times, Business Line, The
Financial Express and Business Standard which were different from Mint because all these were
hardcore financial newspapers but Mint gives casual business reading to the readers. For the
study I visited 150 companies in various location of Mumbai. I also gave sample of the Mint
newspaper during my visits to corporate houses.

In training I was also assigned to generate the sales of mint. This was done through cold calling
in the corporate offices and to working professionals. For this purpose I did sales presentation,
follow ups, etc. At the end of the training I contributed with 21mint newspaper subscription to
the company.

Without collecting data and its analysis any project is incomplete, thus I surveyed 25 people by
way of a structured questionnaire. Analysis part has been done through putting this data into
statistical software i.e. SPSS 20.
 OBJECTIVES OF THE STUDY

 To trace the major trends in the reading habits of people

 To analyze the influence and impact of other mass media on the reading habits of people
 To understand people’s newspaper reading with the emerge of new media such as
internet news in order to interpret the future development of newspaper industry.
 INTRODUCTION
HT MEDIA LIMITED

History-

Hindustan Times was inaugurated by Mahatma Gandhi in 1924. Since then, the newspaper has
established its presence as a newspaper with editorial excellence and integrity. One of India's
leading and most respected English dailies, HT have always prided itself in spotting emerging
trends and reflecting the same through its unmatched editorial prowess. Today, Hindustan
Times-Delhi edition has the unique distinction of being the largest selling single edition English
newspaper in India.

QUICK OVERVIEW OF HISTORY

The Hindustan Times was the brainchild of the Akalis who felt that a newspaper in English
would enable them to reach an audience other than the Punjabi-reading one. This was in the year
1922. From the outset the newspaper was set up to oppose the British. The Hindustan Times
finally came into being on September 1924 and was inaugurated by Mahatma Gandhi. The
newspaper was to become a premier nationalist newspaper of the capital in the turbulent years
preceding independence. From a humble beginning in a three-story building, the company has
expanded its operations from print to other media channels like radio, internet, events and
marketing, and strategic partnerships, as part of its endeavor to establish itself as a giant media
conglomerate in the present times.

September 26, 1924

This date marked the august beginnings of Hindustan Times with Mahatma Gandhi, the Father of
the Nation inaugurating the newspaper.

1927

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

1936
The Hindi daily Hindustan was launched, which remains the dominant newspaper in the Core
Hindi belt of northern India.

1937

Devdas Gandhi was appointed the Managing Editor of the newspaper and remained the
managing editor till his death in 1957.

1942

The Hindustan Times was one of the few newspapers that stopped publishing the newspaper for
four and a half months as it refused to accept the British imposition of censorship on all
newspapers.

1947

The year India gained its freedom was also the year Hindustan Times attained the status of being
the dominant newspaper in Delhi.

1957

The newspaper circulation grew from 58,693 copies to 144,287 in 1970 after KK Birla took over
the mantle from GD Birla.

1960

The Hindi literary magazine Kadambini was launched.

1964

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

1991

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

power center in a mature democracy.

1999
The Hindustan Times celebrated its platinum anniversary.

2001

With a focus on localization, five new editions for Calcutta, Bhopal, Ranchi, Chandigarh and
Jaipur were launched.

2003

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

2004

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

2005

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

2006

Fever 104 FM is launched, in technical collaboration with the Virgin Group. Hindustan was
relaunched re-establishing the company's prominent presence in the regional news space.

2007

Mint, the business paper in partnership with The Wall Street Journal was launched in Delhi and
Mumbai. In the internet space, Hindustantimes.com was relaunched and Livemint.com was
introduced.

2008

Firefly e-Ventures, an HT Media Company launched its first portal for job seekers, Shine.com
 DETAILS OF THE COMPANY

HT Media Limited found its beginning in 1924 when its flagship newspaper, Hindustan Times
was inaugurated by Mahatma Gandhi. HT Media (BSE, NSE) has today grown to become one of
India's largest media companies. Produced by an editorial team known for its quality, innovation
and integrity, Hindustan Times (English) and Hindustan (Hindi), have a combined daily
circulation of 2.25 million copies and a readership base of 12.4 million readers to their credit.
Both dailies enjoy strong brand recognition among readers as well as advertisers.

To cater to the large readership base, HT Media Limited operates 19 printing facilities across
India with an installed capacity of 1.5 million copies per hour.

In addition to Hindustan Times and Hindustan, HT Media Limited also publishes a national
business newspaper, Mint. Mint is a one-of-its-kind newspaper in the sense that the company has
an exclusive agreement with the Wall Street Journal to publish Journal-branded news and
information in India. Mint is today the second-largest business newspaper in India with presence
in the key markets of Delhi, Mumbai and Bangalore.

HT Media Limited, through its subsidiary HT Music and Entertainment Company Ltd., has made
its foray into electronic media. Diversifying its ambit of operations, the company in a consulting
partnership with Virgin Radio, has launched the FM radio channel - Fever 104. Currently
available in Delhi and Mumbai, Fever 104 has established a strong presence as being one of the
most vibrant channels on air. In a short span of two years, the channel's rise has been meteoric
considering its position in Delhi as the No. 2 station on the popularity charts.

Internet businesses of HT Media Limited, incorporated under Firefly e-ventures, operate leading
web portals Hindustantimes.com and livemint.com in the general and business news categories
respectively. The company has recently launchedShine.com, a job portal which has received high
appreciation from consumers and industry for its innovative design and usability.
HT Media Limited reported FY 2014 annual revenue of Rs. 23,630 million. FOR the fiscal year
ended March 31, 2014, the company reported a 12% increase in revenue to Rs. 5,859 million and
a 22% increase EBITDA to 1,175 million from the year-ago quarter.

The Board of Directors and Management of HT Media Limited comprises eminent persons from
diverse professional fields, who bring with them vast professional experience to the company.

A rich mix of veterans in media and top leaders from non-media sectors, from both India and
abroad, HT Media Limited Management team reflects the company's desire to be the best by
leveraging diverse strengths. The management team comprises people from varied verticals such
as media, FMCG, telecom, automobiles, each of whom add fresh perspective to the rich
experience of media industry stalwarts. This rich talent pool is ably assisted by our Global Think
Tank.

Format Berliner
Owner(s) Shobhana Bhartia
Founder(s) Raju Narisetti
Publisher Vivek Khanna
Editor Sukumar Ranganathan
Managing Editors Niranjan Rajadhyaksha, Anil
Padmanabhan, Tamal Bandyopadhya

News Editor Anil Penna

 CHAIRPERSONSHOBHANA BHARTIA

(HT Media Ltd.)

Mrs. Shobhana Bhartia, who has been associated with the company since its inception, has taken
over as the Chairperson on September 18, 2008. She has spearheaded the company's long-term
vision and strategy. Mrs. Bhartia is in charge of formulating and directing the editorial policies
of the company and has more than 20 years of experience in the newspaper industry

Mrs. Bhartia is a graduate from Calcutta University and is a recipient of the Padma Shri Award
by the Government of India in 2005. Mrs. Bhartia has received several other awards, including
the Outstanding Business Woman of the Year (2001) by PHD Chamber of Commerce &
Industry, the Global Leader for Tomorrow (1996) by the World Economic Forum, Davos and the
National Press India Award (1992). She has been on the board of Indian Airlines Limited and on
the North Regional Board of the Reserve Bank of India.
 VISION AND MISSION

VISION

1. To stand at a respectful position in this competitive marathon and also to keep up the pace of
the changing needs of their value readers.

2. To win more and more readers to their cause.

MISSION

1. The mission is to create space for the market share of MINT by tapping uncovered market and
by taking bites from competitor’s bit from market share.

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

3. They endeavor to improve the quality of people’s lives by empowering them through
information entertainment & education.
The values personified by HT Media are:
• Courage

To encourage the ability that meets opposition with skill, competence and fortitude.

• Responsibility

Be accountable for results in line with the company’s objectives, Strategies and values.

• Empowerment

Support our people and give them the freedom to perform and to provide our readers with
information to influence their environment.

• Continuous Self Renewal

Determination to constantly re-examine and re-invent ourselves for further innovation and
creativity.

• People Centric

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

Mint is an Indian daily business newspaper published by HT Media Ltd, a Delhi-based media
group which also publishes Hindustan Times.[1] It mostly targets readers who are business
executives and policy makers. It is India's first newspaper to be published in theBerliner format.
Mint exclusively carries "WSJ" branded editorial content in its pages by virtue of the content
sharing partnership between HT Media and Newscorp, which owns the Journal. The current
Editor of the newspaper is SukumarRanganathan.

Mint a business newspaper from Hindustan Times in association with Wall street journal, was
launched in 2007 with the premise of bringing “Clarity in business news”, a need strongly
articulated by business news reader in the country.

The Journal's former deputy managing editor, RajuNarisetti as its founding editor. Around eight
months before the first edition was published, Narisetti went about hiring and assembling staffers
for Mint. Several trial runs of the newspaper, with varying formats and names on its masthead
were reportedly tried out before settling with the current ones. The launch team comprised some
of India's leading business journalists as well as a handful of staffers from the Journal, whom
RajuNarisetti had brought on board with the intention of bringing some Wall Street Journal style
and flavor to Indian journalism. Informed observers saw it as a well calculated attack on the near
monopoly ofThe Economic Times, published by The Times Group, HT Media's rival media
conglomerate. Within two years of its launch, Mint was second only to The Economic Times and
established itself as "India's fastest growing business daily.

The number bear testimony to the acceptability and strong bond that Mint has with its reader.
According to Indian Readership Survey (IRS Q1, 2011), 222,000 readers make Mint a strong no.
2 player. Mint has 27% readership share in the key markets Delhi, Mumbai, Bangalore and
Kolkata. With the edition in Chennai, Hyderabad, Ahmedabad, Chandigarh and Pune as well,
Mint reaches the who’s who of corporate India nationally. Its journey of excellence during the
year by winning the glorious Media Tenor’s Best Business Media Award, 2012. The award
holds great prestige globally and honors diverse, informative and balanced business coverage.
Mint has already won two SOPA (Society of Publisher in Asia) award for its journalistic
initiatives on the changing role of people and on the status of women in India.

In first for an Indian media company Mint went global on April 5, 2013. With the launch of its
Singapore edition, it took a major step forward in its goal of becoming a regional media brand.
Mint Asia will be published every Friday in Singapore, presenting clear minded weekly in-depth
analysis and sharp insights that will keep the global audience abreast of developments shaping
the Indian economy and markets.
 SUPPLEMENTS OF MINT:

1. Mint lounge: Lounge is the weekend edition of Mint. Every Saturday, Lounge
presents a visually engaging look at the “Business of Life”. With article of travels, Gadgets,
Fashion, Books, Culture, Parenting and Food, the editors and columnists of Lounge bring the
perfect work life balance to the week.

2. Mint Money: Mint money is daily section on Market & Personal Finance that comes
insides Mint. Through its researched and analyzed content, Mint Money helps its readers
develop an understanding of how various financial and markets works. It provides clear and
credible coverage across the entire gamut of investments products – Equities, Mutual funds,
Commodities, Real Estate and Insurance, which helps its readers, becomes smart money
managers. Consumers are seeking to bridge the gap between information and understanding so
that they can take the right calls in today’s changing market scenario. With its clear and analyzed
content. Mint Money seeks to aid the consumer in bridging this gap.

3. Mint Indulge: Mint Indulge is the Luxury and Lifestyle quarterly publication. A
complimentary read for Mint’s readers across India, Mint Indulge focuses on the passions &
indulgences of India's top business leaders and serve as their best buying guide for the season.
Mint Indulge showcases the most inspirational international brands which look at India as a
promising market to drive the next growth wave for them
 Key concept

Newspapers

Newspapers belong to the oldest methods of getting information to the public and keeping people
well-informed on important events. They can cover more news in greater details than other
media and reporters have more time to get the facts straight.

Producing a newspaper requires speed and good organization. Reporters, editors and
photographers always face deadlines. Many other workers are also involved in making a paper:
advertising salespeople, artists, printing press operators and truck drivers.

E-newspaper

E-newspapers are newspapers which are published electronically. They can take the form of
normal print publications published on internet; additional or complementary content to print
publications published online; or original publications published exclusively on the World Wide
Web. Many news organizations require subscription to e-paper, just like regular print
newspapers. E-newspapers run the gauntlet of newspapers, from serious hard news, to features,
to arts and entertainment, to sports, and everything in between.

As a product and form of media, e- newspapers first emerged in the mid-1990 with the
popularization of internet. As more household gain access to internet, people began to use the
Web as a news source. With a demand for news media online, many organizations use this
opportunity for additional subscriptions, an expanded readership, and more advertising revenue.
E-newspapers, like most websites, utilize all of the tools of the internet. With web address
similar to the name of the paper, hypertext and hyperlinks to additional stories or sections,
uploaded photographs, and links to classifieds, e-newspapers, follow the format of most print
newspapers.

Many large and small publications around the country, from national to local papers, compliment
their paper products with an online version. These e-newspapers usually feature all of the stories
featured in the paper, plus additional content that can be updated by the minute for breaking
stories. This capability of e-newspaper allows the slow process of print to catch up to the speed
of televisionand internet news broadcasts. Many e-newspapers for large publication require a
subscription price to view inside of the paper, usually only a small fee, though some are still free
of charge.

Newspaper reading habits of today

After the initial peak hours from 8 to 10, the number of openings on mobile and desktop
gradually decrease throughout the day. However, the evolution in tablet openings is different
from the other devices. The number of openings grows from around the afternoon until midnight,
which indicates the reader’s preference for reading publications on their tablet in the evening.
Additionally, the tablet is the preferred device to read the publication.

Traditional newspaper publishing

Traditionally, newspapers have been distributed on the same morning as the publication is
published. When the publication product became both a physical and a digital product, the
possibilities regarding release times were affected. Now, media houses have the opportunity to
consider an early digital release. The publication product is usually finished during the evening
and then sent to the press. This is the point where the publication is distributed to the digital
solutions as well. By intercepting it at this point in the distribution chain, the digital product is
able to be sent to the readers immediately after the publication is finished, creating a whole new
perspective in the media industry.

Several media houses have embraced the broadened possibilities and launched their publication
in the evening on their digital platforms. Even though the majority of media houses still refrain
from using this strategy, it has been around long enough to assess whether the reading patterns of
the average reader has been influenced.
Newspaper Reading choice by college student

For more than 35 years, the news about the newspaper and young readers has been mostly bad
for the newspaper industry. Long before any completion from cable television or Nintendo,
American newspaper publishers were worrying about declining readership among the young.

As early as 1960, at least 20 years prior to music television (MTV) or the internet, media
research scholarsbegan to focus their studies on young adult readers decreasing interest in
newspapers content. The concern over a declining youth marker preceded and perhaps
foreshadowed today’s fretting over market penetration. Even where circulation has grown or
stayed stable, there is risingconcern over penetration, define as the percentage of occupied
households in a geographic market that are served by anewspaper.(2)Simply put, population
growth is occurring more rapidly than newspaper readership in most communities.

Factors influencing the Reading behavior

The nature of the modern publication has changed dramatically over a span of very few years.
This change has not only been limited to the publication.

Consumer and reader behavior change at an equally high pace, which emphasizes the need for
quick reactions and general responsiveness in the industry. One of the more interesting changes
concerning modern publications has been the advent of the evening publication.

It can be concluded from the survey that editorial contents is the most influencing factors for the
readership behavior in all the age groups. Thus for thepaper to be a hit in the Indian marker it
should have the vest editorial content and the success of mint over the years becoming the fastest
growing newspaper in India lies in this factor. Mint is known for its editorial quality and the way
it presents the article. The brand name is the second most important factor and the position of the
economic times in the market has its roots in this factor. Economic Times over the year has
established a brand name for itself in the market.
Areas on interest in newspaper:

From the result of the survey it can be concluded that

Age group 18-24

Business news seems to be the most important area of interest for this age group one of the
reason for this might be the respondent from this age group were students from CA and MBA
background were access to the business news becomes important part of the curriculum. This
was followed by local news and sports, games & puzzles also was area of interest for most of the
respondent.

Age group 25-34:

As most of the respondents in this group were from finance professions like CA,Brokers and
bankers the area interest for most of them was finance market, business news and international
news.

Age group 35-44:

Business news, finance market and international news seems to be the area of interest of this age
group once again the interest can be dedicated to the profession of the individuals.

Age group 45 & above:

Politics was one of the areas of interest for many of the respondent of this age group which was
not found in any other age groups. The other areas of interest remain more or less with the other
age groups

It was found that games and puzzles as the area of interest decrease with the increase in the age
group.
 SWOT ANALYSIS
STRENGTH

• Wide coverage especially in Northern India.

• Part of a huge media conglomerate means excellent reach.

• Has a good pool of supplements covering education, entertainment, Sunday lifestyle

magazine.

• Separate Money & Market section with 4 pages.

• Exclusive partnership with The Wall Street Journal.

• Over view of the whole week is given in weekend.

• Provide general awareness in terms of investment.

WEAKNESS
• Lack of brand awareness.

• Cover only large and mid-cap entities.

• Limited pan-India presence and penetration as compared to market leaders.

• Tough competition means market share is not growing.

OPPORTUNITY

• Being part of a large conglomerate means they have resources to expand in other parts of the
country.

• Can use its strong network of supplements to build on its readership base. Maximize
involvement of people through online interaction and tie-ups with institutions and companies.

• Can give an extra page on DELHI related news

• Can introduce a new segment on Sunday
• Potential Market Availability
• Can have tie-ups with renowned brands for ads.
 THREAT
• On line news medium means reduced circulation.

• Increased competition from other business dailies.

• Toughest competition from The Economic Times.

 RESEARCH METHODOLOGY
The basic types of research are as follows;

A. Descriptive v/s Analytical

Descriptive research includes surveys and fact-finding enquiries of different kinds. In analytical
research, the researcher has to use facts or information already available, and analyze that to
make a critical evaluation of the material.

B. Applied v/s Fundamental

Applied research aims at finding a solution or an immediate problem facing a society or an

industrial/business organization. While, fundamental research is mainly concerned with
generalizations and with the formulation of a theory.

C. Quantitative v/s Qualitative

Quantitative research is based on the measurement of quantity or amount. It is applicable to

phenomena that can be expressed in terms of quantity. On the other hand, Qualitative research is
concerned with qualitative phenomenon relating to or involving quality or kind.

D. Conceptual vs. Empirical

Conceptual research is that related to some abstract ideas or theory. It is generally used by
philosophers and thinkers to develop new concepts or to reinterpret existing ones. Empirical
research relies on experience or observation alone, often without due regard for system and
theory.

Research design is only the frame work. It is like a blue print that of a house designed by an
architect out of all the above research design.

In research “Descriptive Research” is considered as, it only includes survey of people & by such
research we know about the feedback and response of the customers. This method of research
will help to know about the perception of customers of MINT with reference to their newspaper.
As it is a print media so its customers dealing and customer’s satisfaction can be well understood
by this research.
 SAMPLING DESIGN
It is impossible to do the research with the whole universe. As we know that it is not feasible to
go for population survey because of the numerous customers and their scattered location
(H.T.MEDIA is widely spread in different parts of

India) so for this purpose sample size has to be determined well in advance and selection of
sample also must be scientific so that it represents the whole universe.

• Target the population: - Target population for my research is corporate customers of

business newspaper.

• Sampling Frame: - 150 companies in various parts of Mumbai are visited. For the
research the list of companies can obtained from internet and areas were given by my
Industrial Mentor Vaibhav Kunwar

• Sampling Techniques: -A structured questionnaire was design for executing the

sampling process.

• Sample Size: -For this research the sample size was 20 because it is tough to take
response from corporate customers during office hour.

• Executing of sampling process: - For this process the response was taken by respondent
on a structured questionnaire.

• Validate the sample: -For the validation of data the SPSS 20 was used and apply
necessary test
 DATA COLLECTION
PRIMARY DATA

It has been collected by a structured questionnaire by visiting the corporate offices of MUMBAI.

SECONDARY DATA

It was collected through different websites, company brochures and manual of the company.

RESEARCH INSTRUMENT

A structured questionnaire has been prepared for conducting research. It has been kept in a
proper framework to make it clear to the questionnaires. The questionnaires comprises of both
open ended and close ended questions. A simple questionnaire has been attached in the report

RESEARCH TOOL

Many statistical tools

 Kmo & Bartlett’s test

 Median
 Mode
 Factor analysis and other spss tools

Other diagrammatic and pictorial representation was applied in this research in order to drive
conclusion.
 RESEARCH PLAN

 To visit the Corporate offices at the areas allotted

 Ask them “are they aware of mint newspaper” and if they are aware then whether they
purchase it or not.
 Next is to find out whether customer would want to get involved in reading business
newspaper in future if they are not aware yet.
 Then explain them about the product and make them aware about the brand and its
products.
 And finally convince them to get into a contract with Ht mint for reading purpose or
purchased it.
 Data analysis
1. Which gender prefers business newspaper?

Gender bifurcation

30%

Male
Female

70%

2. Which age group prefers more reading business newspaper?

Age Group likely to read Newspaper

9%
10% 12 - 20 Grp
21 - 30 Grp
31 - 45 Grp
23% 58%
45 & above
3. Which customers are likely to business news?

Occupation based customers

5%
5%

Business
35% Working
30% Students
Housewife
Senior citizen
25%

4. When do you prefer to read newspaper?

Time of reading

8%

Morning
32% Evening
60% Before sleep
5. How likely are customers to read print newspaper than e-paper on mobile or
tablets?

12%
Paper
E-paper
Both
34% 54%

6. Availability of MINT paper.

 7. Is the colour of Mint different from other business newspaper?

Colour of Mint different

4%
10%
23% strongly disagree
disagree
neither agree nor disagree
agree
24% 39%
strongly agree

INTERPRETATION
Only 47% thought that the colour of mint is different from other business newspaper but 39%
people are neither agree nor disagree that the colour of mint is different from other business
newspapers. The colour of MINT is totally different from other business daily. The people who
don’t have idea about colour of mint they don’t even seen mint newspaper.
 8. Did you like the content of Mint?

Satisfaction level

6% strongly disagree
20%
disagree
25%
neither agree nor
disagree
22% agree

27% strongly agree

INTERPRETATION
In the above graph the data shows on the topic of liking the content of MINT 27.5% says that
they are neither agree nor disagree. It might be because these are the customers who don’t ever
read MINT. 25.5% people says that they doesn’t like the content of mint. According to 21.5%
people they are agree on the liking of content of MINT. It means that lots of customer doesn’t
have the idea about the content in MINT.
 8. Do you read newspaper to know about stock market?

To know about Stock Market

2% 4%
strongly disagree

16% disagree
29%

neither agree nor

disagree
agree

49%
strongly agree

INTERPRETATION
According to 49% people they read business newspaper because they want to know about the
stock market. Another 29% are strongly agree that they read business newspaper because of
stock market. A huge no of reader read business newspaper because of stock market news and to
get an idea about stock market
 9. For which news does customer prefer newspaper the most?

Customer preference

10%

37% Business news

18%
Financial news
Lifestyle
All sectors

35%

10. Do you like to read about international business news?

To know about International Business

News
2% 6%
10%
strongly disagree
disagree
43%
neither agree nor disagree

39% agree
strongly agree

INTERPRETATION
39% are agreeing that they like to read about international business news. Another 43% are
strongly agreed that they like international business news. It means behind the success of Mint
theinternational business news by THE WALL STREET JOURNAL plays a vital role. More &
more people like to read international news.
 QUESTIONNAIRE
AGE:

GENDER:

EDUCATION:

Q1). Which price range satisfies you while purchasing a business newspaper?

 0-3
 3-7
 7-10
 Any price for the newspaper

Q2). I’m okay with the advertisement in the business newspaper?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Q3). When do you prefer to read your newspaper?

 Morning
 Afternoon
 Evening

Q4). How much do you enjoy reading?

 Very much
 Enjoyable
 Just okay
 Not at all
 Only when it is my choice

Q4). I’m satisfied with the information in the business newspaper?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q5). My newspaper provides all the information I need?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Q6). How would you rank the following, while deciding the business newspaper?

 Price
 Information
 Design
 Effective circulation

Q7). I prefer the market trends provided by my business newspaper?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Q8). I prefer insider news provided by my business newspaper?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Q9). I prefer business newspaper all 7 days of the week?

 Yes all 7 days

 Only weekdays

If YES then, do you buy newspaper?

 Daily
 Annually

If NO then, I would prefer a subscription on a week day basis?

 Agree
 Neutral
 Disagree
 FINDINGS

 70.6% people prefer to read economic times than other business newspaper.

 56.86% of the people are satisfied with the current newspaper they read.

 35.3% people like MINT because of its paper size.

 The supplements of MINT are fairly popular amongst the target audience which is good
for the brand.

 47.1% of the people are more focused on the information about business article and it is
analyzed as first attribute while selecting any business newspaper in comparison to price
and other attribute.

 During the research it was observed that News channels and Internet media had adversely
affected the reading pattern of the readers up to a considerable extent.

 75.5% of the people want sports and political news from the business daily.

 During the research it was found that most of the people want to change the traditional
yellow colour pages of business daily as 47% people agrees that the colour of Mint is
different from other newspaper.

 It was found during research that most of people subscribe newspaper through their Local
Vendors, to whom they can trust easily.

 Large percentage of people were not ready to switch over to other business daily. As 80%
people thought that only their newspaper can give them a maximum satisfaction or they
like the content of the newspaper they currently subscribe to.
 Service problem is the main problem with newspaper, because in my survey I personally
met so many people who were facing the problem of not getting newspaper regularly.

 The font size of stock market related news is very small which creates a negative
perception for the readers of MINT.

 During research, most of the people complained that mint provides improper list of
companies from BSE OR NSE.

 After making sales it was found that company took lots of time to start subscription. It
will take almost 1 month to start a copy to the customer after booking date of
subscription.

 People also prefer Economic Times and other business newspapers because the price of
Mint is higher than others. 41.2% people have query related to price of MINT.

 The partnership with The Wall Street Journal for international business is the strongest
part of MINT
 RECOMMENDATIONS

1. The price of MINT is higher than other business daily. So reduce some price or offer some
gifts for the customers, because the research shows that 47.1% people have query about price as
they thought that price of MINT is high as compared to the market leader ‘economic times’.

2. During the period of research it was found that MINT positioned itself as a casual business
newspaper and trying to sale that newspaper in corporate houses whereas most of the corporate
prefer reading hardcore business newspaper. So, MINT should try to sell the newspaper to the
casual readers like students, management graduates and other professionals who would not
prefer to read hardcore business news.

3. Focus more on the content and articles rather than on the paper & print quality of MINT
because many customers have complained about the content of newspaper. Even some vendors
also told us to improve the content of MINT.

4. Number of centers should be increased from where the newspaper is available because
availability of MINT on street shops is very less.

5. The corporate awareness and brand promotion is very low about the MINT because 76.4%
people have never subscribed to MINT. So, company should have to focus on it.
6. Company should grab some creative advertisement for its newspaper so that the customer
could easily connect with the brand identity, as 45.1% people have never read MINT.

7. MINT should clear its perception and USP towards its readers so that the proper positioning of
the business newspaper can be done.

8. Provide small vouchers package at the time of Diwali or any other festivals.

9. Service check calls at regular intervals.

10. In order to develop the touch points with its readers and create a brand association, MINT
should participate & sponsor corporate events.

11. Made collaboration with the B-schools and provide daily copies to the students at their door
steps.
12. MINT should increase number of supplements on upcoming brands and corporate strategies.

13. Mint Business Daily Newspaper must promote its offering during Business functions,
National Conferences, Trade Fair, Business School Events, Induction Program, and MBA
coaching centers to achieve the target as early as possible in their life stage.

14. A section regarding mutual funds must be introduced in The Smart Investor Supplement for
readers so that they must have an idea about the Mutual Funds.

15. Mint Business Daily Newspaper must start the Sunday Edition with a price slightly lower
than its competitors
 LIMITATIONS

• The analysis is based on the survey of 51 respondents which is very less than its target
population. So it can’t give me the accurate information.

• As far as survey part is concerned, while collecting primary data through questionnaire some
respondents were not able to give right answer of some questions. While some have given
irrelevant answers.

• Survey is based on MUMBAI region. So different geographical areas were not covered in
survey.

• The project was required complete within a certain time period and this was another constraint
for study.
 BIBLOGRAPHY
REFERENCES:-
 Publish material of the firm & magazines.

 Company’s Presentation

 Project reports

WEB REFERENCES:-

 www.livemint.com

 http://www.htmedia.in/Section.aspx?Page=Page-HTMedia-About Us

 www.tribuneindia.com

 www.allindianewspaper.com

 www.economictimes.com

 http://www.htmedia.in/History.aspx?Page=Page-HTMedia-History

 http://www.htmedia.in/Vision.aspx?Page=Page-HTMedia-Vision.