DISSERTATION PROJECT REPORT ON

A STUDY OF BRAND LOYALTY TOWARDS BUSINESS

NEWSPAPER WITH SPECIAL REFERENCE TO MINT

“Submitted in the Partial Fulfillment for the Requirement of

Post Graduate Diploma in Management”
(PGDM)

Submitted to: Submitted by:

Lokesh Bhardwaj
Roll No- 85
Batch: 2017-2019

Jagannath International Management School

Kalkaji, New Delhi
 TABLE OF CONTENTS

S. NO. CONTENTS Page No.

CERTIFICATES

STUDENT DECLARATION 5

CERTIFICATE FROM INTERNAL MENTOR 6

ACKNOWLEDGEMENT 7

EXECUTIVE SUMMARY 8-9

1. CHAPTER 1 – INTRODUCTION 10-19

About the Industry

About the Topic

Literature Review

2. CHAPTER 2 – COMPANY PROFILE 20-42

History

Vision and Mission

List of key Management personnel

Product Profile
 SWOT Analysis

CHAPTER 3 - OBJECTIVES AND RESEARCH 43-45

3.
METHODOLOGY

Objectives

Research Design

Tools for Data Collection

Limitations

46-61
CHAPTER 4 - DATA ANALYSIS & INTERPRETATION
4.
Findings and Interpretation

62-63
CHAPTER 5 – FINDINGS
5.

Findings

64-65
CHAPTER 6 – RECOMMENDATIONS
6.
Recommendations

66-67
CHAPTER 7 – CONCLUSION
7.
Conclusion

68-69
 CHAPTER 8 – LIMITATIONS

8. Limitations

. 70-74

ANNEXURES

BIBLIOGRAPHY

QUESTIONNAIRE

STUDENT DECLARATION
This is to certify that I have completed the Dissertation Project title" A STUDY OF BRAND
LOYALTY TOWARDS BUSINESS NEWSPAPER WITH SPECIAL REFERENCE TO
MINT” under the guidance of “” in partial fulfillment of the requirement for the award of
Post Graduate Diploma in Management from Jagannath International Management
School, Kalkaji. This is an original piece of work & I have not submitted it earlier
elsewhere.

Name of the Student

Lokesh Bhardwaj
 ACKNOWLEDGEMENT

A lot of effort has gone into this Dissertation Project report. My thanks are due to many
people with whom I have been closely associated.
I would like to thank all those who have contributed in completing this project. I would
like to send my sincere thanks, my Internal mentor for her helpful hand in the completion
of my project.

I would like to say thanks to Dr. J.K. Batra, Director for always guiding me. I am highly
indebted to all of them for their support, timely advice and valuable suggestions. Through
this project work my mentors had brought the best out of me.

The completion of this project was a cumulative effect of the assistance of all the people
who have helped me directly or indirectly. Their trust and patience is now coming out in
form of this thesis.

Executive Summary

The newspaper has been a part of our daily life for several centuries. They have been a
way for the public to be informed of important events that are occurring around the world.
Newspapers have undergone dramatic changes over the course of history. Some of the
earliest newspapers date back to Ancient Rome where important announcements were
carved in stone tablets and placed in highly populated areas where citizens could be
informed of the announcements.
Over the centuries, newspapers have undergone many changes. The biggest change
was printing them on newsprint and use of the printing press. By automating the
production of the newspaper, the number of papers available to the public greatly
increased, while making it affordable for people to purchase one. These developments
led to a boom in the newspaper industry where several different newspapers started to
appear in major cities, publishing morning, afternoon and evening editions. These papers
gave readers news, weather, sports and other features that informed and entertained
them.
However, over the course of time, newspaper costs continued to rise and the number of
newspaper subscribers continued to fall. This led to a vast reduction in the number of
newspapers and newspaper editions in every market. In addition, with the increase in the
use of technology, the public no longer needed the newspaper for its source of
information. Other media such as radio, television and the Internet started to replace the
paper as an information source. Some of the findings of the Project are:-

• Majority of respondents read Economic Times (60%), 38% read Mint followed by
2% read Financial Express.

• 44% agree that they are satisfied with Mint.

• 68% of the respondents think content is the main factor for switching to other
newspaper.

• 78% of the respondents download the app or liked social page of the current
business newspaper.

• 40% of the respondents rated the quality of information as good.

 CHAPTER-1

ABOUT THE INDUSTRY

In recent years, newspapers and other media have adapted to the changing technology
environment by starting to offer online editions to cater to the needs of the public. In the
future, the trend towards more electronic delivery of the news will continue with more
emphasis on the Internet, social media and other electronic delivery methods. However,
while the method of delivery is changing, the newspaper and the industry still has a niche
in the world.
The first major newspaper in India—The Bengal Gazette—was started in 1780 under
the British Raj by James Augustus Hickey. Other newspapers such as The India
Gazette, The Calcutta Gazette, The Madras Courier (1785), The Bombay Herald (1789)
etc. soon followed. These newspapers carried news of the areas under the British
rule. The Bombay Samachar, founded in 1822 and printed in Gujarati is the oldest
newspaper in Asia still in print. On May 30, 1826 Udant Martand (The Rising Sun), the
first Hindi-language newspaper published in India, started from Calcutta (now Kolkata),
published every Tuesday by Pt. Jugal Kishore Shukla. The Times of India was founded
in 1838 as The Bombay Times and Journal of Commerce by Bennett, Coleman and
Company, a colonial enterprise now owned by an Indian conglomerate. The Times
Group publishes The Economic Times (launched in 1961), Navbharat Times (Hindi
language), and the Maharashtra Times (Marathi language). In the 1950s 214 daily
newspapers were published in the country. Out of these, 44 were English language
dailies while the rest were published in various regional and national languages. This
number rose to 2,856 dailies in 1990 with 209 English dailies. The total number of
newspapers published in the country reached 35,595 newspapers by 1993 (3,805
dailies).

ABOUT THE TOPIC

The new millennium is not just a new beginning; it is a continuation of trends in human
behavior that have been following cyclical patterns throughout our country's history. Just
because we have entered a new era does not mean we have to start from scratch when
it comes to interpreting why certain consumers are loyal to certain brands, and what type
of factors influence these allegiances.

Brand Loyalty is the consumer's conscious or unconscious decision, expressed through

intention or behavior, to repurchase a brand continually. It occurs because the consumer
perceives that the brand offers the right product features, image, or level of quality at the
right price. Consumer behavior is habitual because habits are safe and familiar. In order
to create brand loyalty, advertisers must break consumer habits, help them acquire new
habits, and reinforce those habits by reminding consumers of the value of their purchase
and encourage them to continue purchasing those products in the future.

The objectives of the project are as follows:

• To identify customer satisfaction towards business newspapers
• To study and find out customer perception towards Mint business newspaper
• To determine price sensitiveness towards Mint business newspaper
• To analyze factors that account for switching from Mint to other newspapers

LITERATURE REVIEW

Brand loyalty in marketing, consists of a consumer's commitment to repurchase or

otherwise continue using the brand and can be demonstrated by repeated buying of a
product or service or other positive behaviors such as word of mouth advocacy.
Successful brands live in the hearts and minds of the consumer. Brand loyalty as "a
deeply held commitment tore-buy or re-patronised a preferred product. Brand loyalty
generates repeated sales for the brand owners. The confidence level is often to the extent
that consumers even do not know the name of manufacturer or the country where these
products have been manufactured.

Brand loyalty is more than simple repurchasing, however. Customers may repurchase a
brand due to situational constraints, a lack of viable alternatives, or out of convenience.
Such loyalty is referred to as "spurious loyalty". True brand loyalty exists when customers
have a high relative attitude toward the brand which is then exhibited through repurchase
behavior. This type of loyalty can be a great asset to the firm: customers are willing to pay
higher prices, they may cost less to serve, and can bring new customers to the firm

Thus, Brand loyalty is a function of both behavior and attitude. It is a consumer’s

preference to buy a particular brand in a product category. This perception becomes the
foundation for new buying habits. Consumers willingly make a trial product of the brand
and, when satisfied with the purchase, tend to form habits and continue to purchase the
same brand because the product is safe and familiar.:

Loyalty

A second dimension, however, is whether the customer is committed to the brand. Philip
Kotler, again, defines four patterns of behaviour:

1. Hardcore Loyals - who buy the brand all the time.

2. Softcore Loyals - loyal to two or three brands.

3. Shifting Loyalty - moving from one brand to another.

4. Switchers - with no loyalty (possibly 'deal-prone', constantly looking for bargains or

'vanity prone', looking for something different).

Factors Influencing Brand Loyalty

It has been suggested that loyalty includes some degree of pre-dispositional commitment
toward a brand. Brand loyalty is viewed as multidimensional construct. It is determined
by several distinct psychological processes and it entails multivariate measurements.

The key influencing factors of brand loyalty are brand name, product quality, price, style,
store environment, promotion, and service quality.

1. Brand Name:

Famous brand names can disseminate product benefits and lead to higher recall
of advertised benefits than non-famous brand names. There are many unfamiliar brand
names and alternatives available in the market place. Consumers may
prefertotrustmajorfamous brand names. These prestigious brand names and their imag
es attract consumers to purchase the brand and bring about repeat purchasing
behavior and reduce price related switching behavior.

Furthermore, brand personality provides links to the brand’semotional and self-

expressive benefits for differentiation. This is important for brands which have only minor
physical differences and are consumed in a social setting where the brand can create a
visible image about the consumer itself. Brand name is the creation of an image or the
development of a brand identity and is an expensive and time consuming process. The
development of a brand name is an essential part of the process since the name is the
basis of a brand’s image. Brand name is an important for the firm to attract customers to
purchase the product and
influence purchasing behaviour. Consumers tend to perceive the products from an over
all perspective, associating with the brand name all the attributes and satisfaction
experienced by the purchase and use of the product.

2. Product Quality:

Product Quality encompasses the features and characteristics of a product or service that
bears on its ability to satisfy stated or implied needs. In other words, product quality is
defined as “fitness for use” or ‘conformance to requirement. Consumers may repeat the
purchase of single brands or switch around
several brands due to the tangible quality of the product sold. According to Frings (2005
), the components of product quality of fashion merchandise include size measurement,
cutting or fitting, material, colour, function and the performance of the merchandise. Fitting
is a crucial aspect in garment selection because some fitted garments such as swimsuits
and aerobic wear can ideally enhance the consumers’ general appearance. Material is
important in product quality because it affects the hand feel, texture and other
performance aspects of the product. Further, consumers relate personally to colour, and
could select or reject a fashion because of colour. If the colour does not appeal to them
or flatter their own colour, they will reject the fashion.
Functional attributes in sportswear include quick dry, breathable, water proof, odour
resistant, lightweight, and finally, durability which is the use life of garments. Perfectionist
or quality consciousness is defined as an awareness of and desire for high quality
products, and the need to make the best or perfect choice versus buying the first product
or brand available. This indicates that quality characteristics are also related
to performance.

3. Price:

According to Cadogan and Foster (2000), price is probably the most important
consideration for the average consumer. Consumers with high brand loyalty are willing
to pay a premium price for their favored brand

So their purchase intention is not easily affected by price. In addition, customers have a
strong belief in the price and value of their favorite brands so much so that they would
compare and evaluate prices with alternative brands. Consumers’ satisfaction can also
be built by comparing price with perceived costs and values. If the perceived values of
the product are greater than cost, it is observed that consumers will purchase that product.
Price is described as the quantity of payment or compensation for something. It indicates
price as an exchange ratio between goods that pay for each other. Price also
communicates to the market the company’s intended value positioning of its product
or brand.

4. Style:

Style is visual appearance, which includes line, shape and details affectingconsumer
perception towards a brand. Consumers’ judgment depends on the consumers’ level of
fashion consciousness, so judgment will be conditioned by their opinion of what is
currently fashionable. They gain satisfaction from wearing the latest fashion and style
which also satisfies their ego.

According to Sproles and Kendall (1986), fashion consciousness is generallydefined as

an awareness of new styles, changing fashions, and attractive styling, as well as the
desire to buy something exciting and trendy.
5. Store Environment:

The store environment is the single most important Factor in retail marketing success and
store prolonged existence. Positive attributes of the store, which include store location,
store layout, and in-store stimuli, affect brand loyalty to some extent. Store location and
number of outlets are crucial in altering consumer shopping and purchasing patterns.
If consumers find the store to be highly accessible during their shopping trip and are
satisfied with the store’s assortment and services, these consumers may become loyal
afterwards. Thus, a store’s atmosphere is one of the factors that could influence
consumer’s decision making

6. Promotion:

Promotion is a marketing mix component which is a kind of communication with

consumers. Promotion includes the use of advertising, sales promotions, personal selling
and publicity. Advertising is a non-personal presentation of information in mass media
about a product, brand, company or store. It greatly affects consumers ‘images, beliefs
and ‘attitudes towards products and brands, and in turn, influences their purchase
behavior.

This shows that promotion, especially through advertising, can help

or perceptions in the consumers’ minds as well as help differentiate products against ot
her brands. Sales promotion tools are used by most organizations in support of
advertising and public relations activities, and they are targeted toward consumers as
final users. Promotion has a key role in determining profitability and market success and
is one of the key
elements of the marketing mix which includes advertising; direct marketing; sales promo
tion; public relations and publicity; personal selling and sponsorship.

7. Service Quality:

A common definition of service quality is that the service should correspond to the
customers’ expectations and satisfy their needs and
requirements. Service qualityisa kindof personal selling, and involves direct interactions
between salespeople and potential buyers.Consumerslike to shop at specific stores
because they like the services provided and are assured of certain service privileges. The
impact of sales people-consumer relationships will generally result in long-term
orientation of consumers towards the store or brand. Trust in salespeople appears
to relate to overall perceptions of the store’s service quality, and results in the consumer
being totally satisfied with the stores in the end.

Brand loyalty provides predictability and security of demand for the firm and creates
barriers to entry that makes it difficult for other firms to enter the market.

From the design of a new product to the extension of a mature brand, effective marketing
strategies depend on a thorough understanding of the motivation, learning, memory, and
decision processes that influence what consumers buy Theories of consumer behavior
have been repeatedly linked to managerial decisions involving development and
launching of new products, segmentation, timing of market entry, and brand
management. Subsequently, the issue of brand loyalty has been examined at great
length. Branding is by far one of the most important factors influencing an item's success
or failure in the marketplace, and can have a dramatic impact on how the "company
behind the brand" is perceived by the buying public. In other words, the brand is not just
a representation of a company's product; it is a symbol of the company itself, and that is
where the core of brand loyalty lies.

BRAND LOYALTY AS BOTTOM LINE OF ANY SUCCESSFUL

BUSINESS:

Every successful business depends upon Brand Loyalty as it is the ultimate goal of every
company aims at. Brand Loyalty means a consumer's commitment to a brand. It implies
that the customer not only looks for his/her own benefit but is willing to think about the
brands interest. It is mainly stated by repeat purchase. if customer satisfied then he
can refer the brand to others and so on.
Influencers of Brand Loyalty

A number of things can influence brand loyalty starting from designing a

new product to writing its catch line, understanding customer's need to employing effecti
ve marketing strategy. Brand loyalty occurs as the customer perceives the brand in a
positive light.

Developing loyalty among new customers and retaining it among existing customers are
equally important. Therefore it is necessary that the customers have a good impression
about a company as it is the foundation of their buying habits. When the customers buy
a product they make a trial purchase. If they are satisfied with your product they will
get back. Customers prefer to buy products that are familiar, safe and of good quality.

IMPORTANCE OF BRAND LOYALTY

The importance of brand loyalty is massive since it is brand loyalty that determines the
sale of a product or a service. It is very difficult to survive in today's competitive world. In
order to do so it is very crucial not to lose customers. Reducing customer loss and
achieving new customer's trust and loyalty can dramatically improve the business growth.
Moreover when customers are loyal to your brand they will be less sensitive to price
change and willingly pay higher price to get the unique value that your brand offers. Brand
loyalty will ultimately lead to cost cutting and high profit margin as a loyal customer is
indifferent to competitive promotions.

MINDSET OF A BRAND LOYALIST:

A customer who is loyal to a brand has a typical mind set. When a customer is committed
to a brand he/she keeps coming back to the brand to buy a product or a service. A loyal
customer is always willing to pay higher price for his/her preferred brand than other
brands. He/she also recommends this brand to others after realizing that the brand offers
value for money.
CHAPTER-2

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-storey 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 endeavour to establish itself as a giant media conglomerate in the present times.

MILESTONES-

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.

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 centre 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.

2009
Hindustan Times re-launched nationwide with a new design benchmarked to the best
international standards and a renewed commitment to sharper, better news stories; The
Hindi Business is “demerged” to Hindustan Media Ventures Limited (HMVL).

2010
HMVL comes out with an Initial Public Offering (IPO) of shares, aggregating Rs. 270
Crore, and is listed on BSE & NSE; HT Media launches its education portal –
HTCampus.com

2011
Hindustan strongly consolidates its leadership position in Delhi-NCR, Bihar, Jharkhand,
UP, and Uttarakhand and is named by Forbes magazine as one of the Best Under a
Billion Companies in the Asia-Pacific region.

2012
The Hindustan Times Leadership Summit hits the 10 year mark; Hindustan Times
launches “You Read, They Learn” initiative to help educate underprivileged children.

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 launched Shine.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.

VISION & 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.

List of key Management personnel

 Owner(s) Shobana Bhartia

Founder(s) Raju Narisetti

Publisher Vivek Khanna

Editor Sukumar Ranganathan

Managing Niranjan Rajadhyaksha, Anil Padmanabhan, Tamal

editors Bandyopadhyay

News editor Nabeel Mohideen

Opinion Siddharth Singh

editor

Fig 1.1

PRODUCT PROFILE
PRINT
English-

Hindustan Times

With multiple new initiatives to build business and editorial excellence, the Company’s
flagship newspaper Hindustan Times (HT) achieved new milestones of success during
the year. It remained the leading English daily in Delhi for the 13th Indian Readership
Survey (IRS) round in a row, and was the second largest newspaper (broadsheet) by
readership in Mumbai. With a steadily growing reader base at the national level, the
newspaper has a readership of 4.34 Million, as per the IRS results for 2013.

Mint

Mint, the vibrant business daily of HT Media, continued on its exciting journey of growth
and expansion during the year. While retaining its No. 2 position in the niche business
newspaper segment in the country, it expanded globally with the launch of its Singapore
edition. Maintaining a steady position, it has emerged as the preferred choice of the
discerning reader. Mint has maintained its dominant presence in metros with the best
readership profile among business dailies. It commands a combined readership share of
28 percent in key markets of Delhi-NCR, Mumbai, Bengaluru, Kolkata, Chennai &
Ahmadabad put together. It has a readership (AIR) of 0.31 Million (IRS 2013), and an
exclusive readership of 90 percent. In a 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. Mint, which reaches the who’s who of corporate India, achieved a milestone
in 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 Publishers in Asia) awards for its journalistic initiatives on the changing role of
people and on the status of women in India.

Launch

Mint was launched in collaboration with The Wall Street Journal on 1 February 2007, with
the Journal's former deputy managing editor, Raju Narisetti 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 Raju Narisetti had brought on board with the
intention of bringing some WSJ style and flavour to Indian journalism. Informed observers
saw it as a well calculated attack on the near monopoly of The Economic Times,
published by The Times Group, HT Media's rival media conglomerate. Within two years
of its launch, Mint was second only to ET and established itself as 'India's fastest growing
business daily'.

Style

The design of the Mint newspaper presents business and financial information in a
compact format, often using infographics to tell stories and present data .. The newspaper
was initially designed by Mario Garcia, who has also been associated with the re-design
of the Wall Street Journal.

Content and Culture

Mint is the business daily from the stable of HT Media, which seeks to compete with the
Economic Times, Business Standard,Business Line and The Financial Express (India).
Although it is a daily newspaper (except on Sundays), Mint doesn't think of itself as a
newspaper of record, focusing instead on the bigger stories of the day, along with analysis
and lifestyle pieces. Some media critics have called Mint a 'daily magazine' because of
this choice of presentation.

Organization Structure

The editorial staff are organised into various teams based on subject matter. Topic editors
usually decide on the composition of stories for the next day's edition in a news
conference held before the paper goes into the final stages of production. There are also
small teams that focus on strategy, marketing, advertising and other aspects of publishing
the paper and its ancillary offerings, and technicians who work exclusively on HT Media's
digital media projects, including apps for mobiles and tablets featuring Mintand other
publications from HT Media. The newsroom and management follows a relatively 'flat'
structure, unlike in other divisions of HT Media.

Stance and editorial opinion

Mint's editorial or "Views" page emphasizes free people, free economies and free
societies. Its editorial pages broadly support economic liberalization and an unfettered
economy but provide for some space for social programs that tackle especially grievous
inequity. It has taken an especially strong position on national security and terrorism
issues, opining in favour of strategic national interest over more liberal alternatives.
However, the paper, like most English-language papers and magazines targeted at
affluent Indians, does appear to be socially liberal.

SUPPLEMENTS OF MINT

• MINT LOUNGE

Lounge is the weekend edition of Mint. Every Saturday, Lounge presents a visually
engaging look at the "Business of Life". With articles on Travel, Gadgets, Fashion, Books,
Culture, Parenting and Food, the editors and columnists of Lounge bring the perfect work-
life balance to the week.

• MINT MONEY
Mint Money is a daily section on Markets & Personal Finance that comes inside Mint.
Through its researched and analyzed content, Mint Money helps its readers develop an
understanding of how various financial products and markets work. It provides clear and
credible coverage across the entire gamut of investment products – Equities, Mutual
Funds, Commodities, Real Estate and Insurance, which helps its readers, become 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.

• 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.

HT City & Brunch

Hindustan Times’ supplements, HT City and Brunch, continued to gain popularity among
readers during the year. Research shows that about 75 percent of all Hindustan Times
readers read HT City, which offers them the best in Entertainment, City & Campus, Art &
Lifestyle. As part of its special focus on City & Campus, a special series on Women Safety
called ‘Safe in the City’ was launched in the wake of the tragic December 16 incident.
Other initiatives included Campus Calling, Fresh on Campus and Youth Nexus, which
focused on the new session of Delhi University.
Brunch, HT’s weekly Sunday magazine, is the largest read English lifestyle magazine in
India with a weighted average per week circulation of 1.1 Million.

Hindi-

Maintaining pace with the growing Hindi readership, Hindustan retained its No. 2 position
at national level in the IRS (2013) results. With a Total Readership (TR) of 39.1 Million
and an AIR at 14.25 Million, the daily continued to consolidate its position during CY 2014.

RADIO-
Fever 104 FM

INTERNET-
With brands like HindustanTimes.com, Livemint, Desimartini and Shine.com, Firefly
spearheads Hindustan Media Ventures Limited foray into the Internet media space.
Firefly e-Ventures Ltd., a 100% Hindustan Media Ventures subsidiary, focuses on
creating and building brands and businesses in the Internet media space. Firefly aims to
combine Hindustan Media’s 84-year old legacy as one of India’s largest and most
respected names in the media industry, with the innovation and energy that characterize
the Internet space. Some internet contact-
Livehindustan.com
Livehindustan.com is the online edition of the Hindi newspaper Hindustan. It offers
browsers a multimedia news experience that brings news to life. It offers instant business
updates, ball by ball cricket coverage, and special online-only features.
Livemint.com
Livemint.com is the online version of the business daily Mint. It offers online global news,
breaking news, current news, along with financial, technological and economic news.
Shine.com

Shine.com is a job portal that helps the candidates to get the right job. It enables job
seekers and employers to reach out to each other in novel ways. Shine.com now offers
social media hiring through tie-up with MyParichay.

SALES

A sale is a transaction, dealing, trade or what? Sale can have different meanings but what
is the most important thing in it, is to understand the importance of it. Without sale no
revenue can be generated but just earning revenue is not to sale, it is the right type selling
to the right customer with the right attitude. Customer relationship is most important,
maintaining the brand image is also important. Delivering on the brand promises becomes
a moment of truth in any customer relationship.
This moment of truth can be either positive or with negative impact on the customer’s
perception about your brand. There might be great marketing communication and a highly
superior product, but the buying experience always stands between the seller and the
customer. If the customer has a negative impact about the product then it is a direct
deterioration of the brand equity. Hence, sales and distribution is a vital activity. Sales
hence comprises of the outcome of what all which was done to manufacture that product.
Success of selling department is the success of the company.
MINT is the product where the maximum demand would be in the early morning. It is
highly perishable product. The product should reach the customer in due time otherwise
the importance is lost. Hence time management is something very vital for the sales and
distribution people. Hence I can mainly divide the supply of the newspaper in two main
categories:

PRE-PRESS ACTIVITY

POST-PRESS ACTIVITY

PRE-PRESS ACTIVITY
It involves all the editorial departments work where they have to collect the news and it
has to be given to the production department in a prescribed limit. This time limit is said
as the cut off time or releasing time.

POST-PRESS ACTIVITY
MINT gets involved in many kinds of sale activity. They are:
Subscription Sale
A one year subscription by paying fixed amount is sale by subscription
Cash Sales
Customers when paying the amount to purchase a newspaper directly to the book stall in
cash then the sale is said to be a cash sales.
Line Sales
Line sale is the in which it is post paid billing. When the customer gets the MINT copy
through the vendor and pays in the end of month, it is line sale.

Institutional Sales
Few corporate, hotels and colleges take copy in bulk, which is said to be as institutional
sale. MINT has the responsibility till the delivery at their doorstep and further distribution
is on the Company or the institution concerned.

Corporate Sales
In corporate sales, executives have to do cold calling or they have to take appointment
from the concerned person and then after meet, executive must convince the client. If it
is big corporate and staff are such that, they read financial daily at their home, then for
bulk subscription they have to try.

PRICING CHART OF MINT WITH OTHER FINANCIAL NEWSPAPER

Table 1.1

The annual cover Price of MINT is Rs. 1564. It provide subscription scheme at for 12
months from Monday to Saturday at Rs 989/- (earlier it was 899/-).

EFFECT ON VENDORS
Businesses benefit because they are assured a predictable and constant revenue stream
from subscribed individuals for the duration of the subscriber's agreement. Not only does
this greatly reduce uncertainty and the riskiness of the enterprise, but it often provides
payment in advance (as with magazines, Newspapers), while allowing customers to
become greatly attached to using the service and, therefore, more likely to extend by
signing an agreement for the next period close to when the current agreement expires.

EFEECTS ON READERS
Consumers may find subscriptions convenient if they believe that they will buy a product
on a regular basis and that they might save money. For repeated delivery of the product
or service, the customer also saves time. Subscription pricing can make it easier to pay
for expensive items, since it can often be paid for over a period of time and thus can make
the product seem more affordable. On the other hand, most newspaper and magazine-
type subscriptions are paid up front, and this might actually prevent some customers from
signing up.

SWOT ANALYSIS

STRENGTH
• Increase in MINT Readership garnering market share in Metro and Tier-1 towns

• Experience Management with focus on diversification

Strong brand name as it has brands like Hindustan Times, Fever 104 Radio etc

• Wide reach across India with a strong readership

• Good brand recall and widely recognised and available

• Produces over 1.5 million copies per hour in nearly 20 facilities

WEAKNESS
 • Increasing penetration of digital media could affect newspaper readership in the in
the long term.

• News related controversies often create an issue

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.
• Increasing Advertising Yields and penetration in Tier-2 and Tier-3
• Higher Margins from e-newspaper subscription
• Fever 104 is a major threat to Radio Mirchi
• 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.
• Raw Material cost increasing, putting pressure on margins
• Weakness in Macroeconomic environment
• Intense regional competition with few competitors taking national route
CHAPTER-3

RESEARCH METHODOLOGY
The objectives of the project are as follows:
• To identify customer satisfaction towards business newspapers
• To study and find out customer perception towards Mint business newspaper
• To determine price sensitiveness towards Mint business newspaper
• To analyze factors that account for switching from Mint to other newspapers

• Research Design: Descriptive research

Descriptive research, is used to describe characteristics of a population or
phenomenon being studied. It does not answer questions about how/when/why the
characteristics occurred. Rather it addresses the "what" question (What are the
characteristics of the population or situation being studied?). The characteristics used
to describe the situation or population are usually some kind of categorical scheme
also known as descriptive categories.

• Tools for data collection:

• Type of data
• Primary
It has been collected by a structured questionnaire.
• Secondary data
For secondary data, data was collected from various magazines, newspapers,
business reviews, research work, newspapers and e-journals and other
prominent sources of information collected from different websites and search
engines.
• Sampling unit – Delhi
• Sample Size – 50
• Sample Design – Random Sampling
A simple random sample is a subset of a statistical population in which each member of
the subset has an equal probability of being chosen.

• Tools for Data Analysis

SPSS Statistical analysis

SPSS is a widely used program for statistical analysis in social science. It is also used by
market researchers, health researchers, survey companies, government, education
researchers, marketing organizations, data miners and others. The original SPSS manual
(Nie, Bent & Hull, 1970) has been described as one of "sociology's most influential books"
for allowing ordinary researchers to do their own statistical analysis. In addition to
statistical analysis, data management (case selection, file reshaping, creating derived
data) and data documentation (a metadata dictionary is stored in the data file) are
features of the base software.
.

LIMITATIONS

• This research has been done on 50 respondents, therefore target population is

less and cannot give true picture of the population.

• Shortage of time is also reason for comprehensiveness.

• Some respondents were not able to give right answer of some questions. While
some have given irrelevant answers.

• Different regions were not covered in the survey.

 CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

1. Age of the respondent?

 Valid Cumulative
Frequency Percent Percent Percent

15-25 40 80.0 80.0 80.0

25-35 9 18.0 18.0 98.0

35-45 1 2.0 2.0 100.0

Total 50 100.0 100.0

INTERPRETATION
80% Respondent are between 15-25 years. 18% of the respondents are between 25 to
35 years. 2% of the respondents are between 35 to 45 years. It is clear that in my primary
research respondent were comprising of different ages.
2. Educational Qualification of the respondent?

Valid Cumulative
Frequency Percent Percent Percent

Valid Diploma 2 4.0 4.0 4.0

Graduate 5 10.0 10.0 14.0

Post Graduate
41 82.0 82.0 96.0

Others 2 4.0 4.0 100.0

Total 50 100.0 100.0

INTERPRETATION

In this research 82% respondent are post graduates majority of them Mba’s or Pgdm with
different streams. 10% are graduates and rest 4% are diploma holders and others. In this
research the respondents are from different educational background.
 3. Occupation of the respondent?

Valid Cumulative
Frequency Percent Percent Percent

Student 28 56.0 56.0 56.0

Self
1 2.0 2.0 58.0
Employed

Business 3 6.0 6.0 64.0

Job 16 32.0 32.0 96.0

Other 2 4.0 4.0 100.0

Total 50 100.0 100.0

INTERPRETATION

In this research 56% respondent are students, followed by 32% doing job. Another 6%
are doing business, 4% are others and 2% are self employed.
 4. Which business newspaper do you read?

Valid Cumulative
Frequency Percent Percent Percent

Economic
30 60.0 60.0 60.0
Times

Mint 19 38.0 38.0 98.0

Financial
1 2.0 2.0 100.0
Express

Total 50 100.0 100.0

INTERPRETATION

In this research, the 60% of respondents read Economic Times, 38% read Mint followed
by 2% read Financial Express.
5. If you ever read Mint, are you satisfied with the newspaper?

Valid Cumulative
Frequency Percent Percent Percent

Strongly
4 8.0 8.0 8.0
Agree

Agree 18 36.0 36.0 44.0

Neutral 27 54.0 54.0 98.0

Disagree 1 2.0 2.0 100.0

Total 50 100.0 100.0

INTERPRETATION
In this research, the mean is 3.84 (approx 4), which means average population of
respondents agree that they are satisfied with Mint.

6. If you read any other business newspaper, are you satisfied

with the newspaper?

Valid Cumulative
Frequency Percent Percent Percent

Strongly
5 10.0 10.0 10.0
Agree

Agree 25 50.0 50.0 60.0

Neutral 20 40.0 40.0 100.0

Total 50 100.0 100.0

INTERPRETATION
In this research, the 60% population of respondents agree that are satisfied with the
respective business newspaper they are reading.

7. How long have you been reading the Mint newspaper?

Valid Cumulative
Frequency Percent Percent Percent

Less than
36 72.0 72.0 72.0
1yr

1 years 12 24.0 24.0 96.0

2 years 2 4.0 4.0 100.0

Total 50 100.0 100.0

INTERPRETATION

In this research, the 72% respondents said that they are reading the newspaper from less
than 1 year, followed by 24% respondent who are reading it from past 1 year and rest 4%
are reading from 2 years

8. Do you intend to buy this newspaper in near future?

Valid Cumulative
Frequency Percent Percent Percent

Strongly
6 12.0 12.0 12.0
Agree

Agree 19 38.0 38.0 50.0

Neutral 22 44.0 44.0 94.0

Disagree 3 6.0 6.0 100.0

Total 50 100.0 100.0

INTERPRETATION
In this research, 50% population agree that they would continue to buy the this business
newspaper in near future and 50% disagreed for not to buy this newspaper..

9. Do you consider Mint newspaper as your first choice in this

category?

Valid Cumulative
Frequency Percent Percent Percent

Strongly
5 10.0 10.0 10.0
Agree

Agree 11 22.0 22.0 32.0

Neutral 24 48.0 48.0 80.0

Disagree 9 18.0 18.0 98.0

Strongly
1 2.0 2.0 100.0
Disagree

Total 50 100.0 100.0

INTERPRETATION

In this research, 32% agreed Mint business newspaper as the first choice in this
category, 48% gave answer as neutral while rest 20% disagree this as first choice of
category.

10. Will you recommend this newspaper to other people?

Valid Cumulative
Frequency Percent Percent Percent

Strongly
5 10.0 10.0 10.0
Agree

Agree 23 46.0 46.0 56.0

Neutral 19 38.0 38.0 94.0

Disagree 3 6.0 6.0 100.0

Total 50 100.0 100.0

INTERPRETATION

In this research, 56% agreed that they will recommend this newspaper to others, 38%
gave answer as neutral while rest 6% disagree to recommend this newspaper.

11. If the business newspaper raises their price, will you continue
to buy the newspaper?

Valid Cumulative
Frequency Percent Percent Percent

Strongly
3 6.0 6.0 6.0
Agree

Agree 22 44.0 44.0 50.0

Neutral 12 24.0 24.0 74.0

Disagree 11 22.0 22.0 96.0

Strongly
2 4.0 4.0 100.0
Disagree
 Total 50 100.0 100.0

INTERPRETATION

In this research, 50% agreed to buy the newspaper even if raises the price, 24% gave
answer as neutral while rest 26% disagree to buy if Mint raises the price.

12. Are you looking forward to other alternatives?

Valid Cumulative
Frequency Percent Percent Percent

Yes 10 20.0 20.0 20.0

No 13 26.0 26.0 46.0

May
27 54.0 54.0 100.0
Be

Total 50 100.0 100.0

INTERPRETATION

In this research, 54% said that may be the are looking forward for alternatives , 26%
said no while 20% said yes they are looking forward for alternatives.

13. What factors account for switching to other newspaper?

Valid Cumulative
Frequency Percent Percent Percent

Price 4 8.0 8.0 8.0

Content 34 68.0 68.0 76.0

Availability 11 22.0 22.0 98.0

Brand 1 2.0 2.0 100.0

Total 50 100.0 100.0

INTERPRETATION

In this research, 68% said that content is the main factor for switching to other
newspaper followed by 22% said availability, 8% said price and 2% said brand.

14. Have you also downloaded the app or liked the social
page of the current newspaper?

Valid Cumulative
Frequency Percent Percent Percent

Yes 39 78.0 78.0 78.0

No 11 22.0 22.0 100.0

Total 50 100.0 100.0

INTERPRETATION

In this research, 78% which means majority population of respondents have

downloaded the app or liked the social page of the current newspaper while 22% have
not.

15. How do you rate the quality of information of Mint when

compared with other newspapers?

Valid Cumulative
Frequency Percent Percent Percent

Poor 3 6.0 6.0 6.0

Fair 6 12.0 12.0 18.0

Average 15 30.0 30.0 48.0

Good 20 40.0 40.0 88.0

 Excellent 6 12.0 12.0 100.0

Total 50 100.0 100.0

INTERPRETATION

In this research, 40% rated the quality of information as good, 30% as average, 12% as
excellent and fair and rest 6% rated it as poor.
 CHAPTER-5

FINDINGS

• Majority of respondents read Economic Times (60%), 38% read Mint followed by
2% read Financial Express.

• 44% agree that they are satisfied with Mint.

• 60% agree that they are satisfied with respective business newspaper that they
are reading.

• 24% of the respondents have been reading their current business newspaper for
more than 1 year.

• 42% of the respondents agree that they would continue to buy their current
business newspaper.

• 43% of the respondents strongly agree that the current business newspaper which
they are reading is the first choice in the category.

• 56% of the respondents agree that they would recommend this newspaper.

• 50% of the respondents agree that they would continue to buy the newspaper even
if price increases.

• 26% of the respondents disagree that they are looking for other alternatives.

• 68% of the respondents think content is the main factor for switching to other
newspaper.

• 78% of the respondents download the app or liked social page of the current
business newspaper.

• 40% of the respondents rated the quality of information as good.

 CHAPTER-6

RECOMMENDATIONS

• Proper promotion offers for corporate as well as students should be taken care of.

• The company should come up with more advertisements in order to promote the
brand.
• It was found that most people preferred Economic Times as compared to Mint
because Economic Times is a hardcore business newspaper.

• There is no Sunday newspaper available for Mint. Therefore, they should come up
with a Sunday newspaper.

• They can improve the quality of information by involving more specific news
pertaining to business.

• Service problem is the main problem faced by people.

• Cost can also be reduced by providing some schemes or discounting offers etc.

• Tie-ups with majority of B-schools and providing daily copies for students at price
less than the market price can be fruitful.

• Since, with the revolution of technology people prefer more of apps than
Newspaper Company should make it different in way of making the app more
interesting.
CHAPTER-7
 CONCLUSION

After doing this research I got to know about few things which I want mention, the
Company has lot of untapped market. Proper positioning should be done in eyes of
consumers. Since 38% of readers read only mint and no other business daily, it depicts
brand loyalty towards the newspaper. However, there is lot of scope to cover untapped
market. But as compared to Economic Times, the market share is less. So, more
awareness needs to be made regarding Mint. People are not price sensitive as far as
reading habits of consumers is concerned. Rather content is major factor followed by
availability and price. . Also, people has rated the quality of information as good.
Therefore, this project made me understand on what factors brand loyalty depends. It
also gave hands on field job experience and helped me in analyzing the mindset of
consumers before purchase decision.
Chapter 8
 LIMITATIONS

Though, best efforts have been made to make the study fair, transparent and error free.
But there might be some inevitable and inherent limitations. Though outright measures
are undertaken to make the report most accurate.

The limitations of the survey are narrated below:

• The project is valid for small area only.

• There may be some biased response form the respondents.
• Some customers hesitate to respond.
• This research has been done on 50 respondents , therefore target population is
less and cannot give true picture of the population.

• Shortage of time is also reason for comprehensiveness.

• Some respondents were not able to give right answer of some questions. While
some have given irrelevant answers.

• Different regions were not covered in the survey.

 BIBLIOGRAPHY

References
• www.htmedia.in

• www.hindustantimes.com/business-news/mint-launches-integrated-news-room-
revamps-livemint-com/article1-931850.aspx

• www.inma.org/blogs/ideas/post.cfm/mint-grows-readership-by-keeping-business-
news-simple

• articles.economictimes.indiatimes.com/2011-10-03/news/30238484_1_media-
planners-advertisers-newspaper

• Readership-272000(Indian readership survey, 2013-MRUC)

• www.inma.org/blogs/ideas/post.cfm/mint-grows-readership-by-keeping-business-
news-simple

• www.quora.com/General-Knowledge/Why-does-Economic-times-mint-financial-
express-or-any-other-newspaper-cost-more-on-weekends

Books
• Kotler, Philip - Marketing Management, The Millennium Edition, Prentice Hall Of
India Private Limited, New Delhi.

• Kothari, C. R. – Research Methodology, New Age International (P) Ltd, Edition

2006, New Delhi.
 APPENDICES

QUESTIONNAIRE

1. Age of the respondent? *

• 15-25
• 25-35
• 35-45
• Above 45

2.Educational Qualification of the respondent? *

• Higher Secondary
• Diploma
• Graduate
• Post Graduate
• Others

3. Occupation of the respondent? *

• Student
• Self Emploed
• Business
• Job
• Other

4. Which business newspaper/ newspapers you read? *

• Economic Times
• Business Standard
• Business Line
 • Financial Chronicle
• Mint
• Financial Express

5. If you read Mint, are you satisfied with the newspaper? *

• Strongly Disagree
• Disagree
• Neutral
• Agree
• Strongly Agree

6. If you read any other business newspaper, are you satisfied with the newspaper? *
• Strongly Disagree
• Disagree
• Neutral
• Agree
• Strongly Agree

• 7. How long have you been reading this Mint newspaper? *

• Less than 1yr
• 1 year
• 2 years
• 3 years
• 4 years and above

8. Do you intend to buy this Mint newspaper in near future? *

• Strongly Disagree
• Disagree
• Neutral
• Agree
• Strongly Agree
9. Do you consider this Mint newspaper as your first choice in this category? *
• Strongly Disagree
• Disagree
• Neutral
• Agree
• Strongly Agree

10. Will you recommend this newspaper to other people? *

• Strongly Disagree
• Disagree
• Neutral
• Agree
• Strongly Agree

11. If the business newspaper raises their price, will you continue to buy the newspaper? *
• Strongly Disagree
• Disagree
• Neutral
• Agree
• Strongly Agree

12. Are you looking forward to other alternatives? *

• Yes
• No
• Maybe

13. What factors account for switching to other newspaper? *

• Price
 • Content
• Availability
• Brand

14. Have you also downloaded the app or liked the social page of the current
newspaper? *
• Yes
• No

15. How do you rate the quality of information of Mint when compared with other
newspapers? *
• Excellent

• Good

• Average

• Fair

• Poor