Analyzing newspaper buying

behavior

Prashant Sharma,
Prateek Jain
Preeti Ravi
Pushker Prasad
Raghav Kalia
Objective
To understand the consumer buying behavior
for the purchase of newspapers while
understanding the impact of digital media
across information platforms
Methodology

Establishing
core principles
Segmentation
of the buying
using finding
behavior
Analysis based on
data set

Primary
collection
through survey
 Questionnaire Mapping
Question Segmentation Factor Decision Making Step

Gender, Region & Age Demographic

Language of Newspaper Consumer Behavior Need Recognition
Profession of Reader Consumer Behavior Need Recognition
Medium of Advertising Psychological/Social/Marketplace Search for Information
Behavior

Awards & Recognitions for the Psychological Behavior Search for Information
newspaper

Type of Newspaper Psychographic Behavior Evaluation of Alternative

Availability of Newspaper Demographic Behavior Evaluation of Alternative
Mode of Purchase Marketplace/Psychological Behavior Purchase Decision

Satisfaction with the Brand of Psychological Behavior Post Purchase Evaluation

Newspaper/Brand Loyalty
 Consumer’s Decision Making Process
Step 1: Need Recognition
Unsatisfied need identified to be fulfilled by the available
options

Step 2: Search for Information

Step 5: Post Purchase Evaluation
Recall newspaper brand based on awards
Feedback for an opportunity to improve
and honors received

Consult social group

Step 4: Purchase Decision

Functional risks
Step 3: Evaluation of Alternatives
Physical risks Check out the range of available options to fulfill the
need
Financial risks

Psychological risks.
Factors affecting each step of the process

 Need Recognition: Internal and External Stimuli

Realizing the need to be updated due to social group opinions
 Search for Information: Where and How?
Find what you want keeping in mind the availability, price, relevance of content
 Evaluation of Alternatives:
-Price -Language -Brand image of the newspaper -Content type
 Purchase Decision:
-Region -Frequency of usage
 Post Purchase Evaluation: Satisfaction level
Recommend to others or subscribe to another newspaper or look for free articles
Segmentation
Strategy

Is increasing Internet usage

affecting newspaper reading

Maybe
29%
40% No

31% Yes
 How do you influence others?

Search Accessibility
• Top choice under pecking order
• High Recall value

Alternatives Basis of comparison

• Penetration & Availability
• Awards & Recognition
• Price
Outlet Point of Sales
• Newspaper Stands outside Corporate structures
• App downloads
• The local distributors
 Post Purchase Feedback

Consolidating readers under one roof to bring sense of belongingness

Brand engagement by organizing events such as marathons, health check camps

Offer free subscription to gain access consumer information

Offer freebies if consumer fills out surveys

For urban/App based users

- Social Media feedback

- App based feedback

- Use web analytics tools to understand changing consumer needs

 Conclusion & Recommendations

Segmentation based on Go local- Launch a number Working professionals and

psychographic and of editions to exploit students comprise of 75%
demographic data potentials at regional level of the newspaper market

Working professionals and self employed people use newspapers as a source of information, whereas homemakers and
students use it for improving their language skills

Launching need specific newspaper editions for students and working professionals

Focus on digital content to keep brand alive due to increasing smartphone & internet penetration