A

PROJECT REPORT ON

To study the effectiveness of sales promotional activities of Business Standard News paper !n TR!C!T" Re#ion $t

!N%!$&S PRE'!ER (!N$NC!$) %$!)"**S!NCE +,-.*// !N P$RT!$) (0))(!))'ENT O( B$C1E)OR O( B0S!NESS $%'!N!STR$T!ON P0NJ$B TEC1N!C$) 0N!2ERS!T" J$)$N%1$R 3455,645+47

S0B'!TTE% TO86 'RS/C1!TR$ $SSTT/ PRO(ESSOR

S0B'!TTE% B"86
T$J!N%ER S$N%10

C1$N%!9$R1 B0S!NESS SC1OO) 91$R0$N

C1$N%!9$R1 9RO0P O( CO))E9ES 91$R0$N 'O1$)!

455,645+4
1 Indias Premier Financial Daily.Since1975

%EC)$R$T!ON
I here by declare that the project titled To Study The Effectiveness of Sales Promotional Activities of Business Standard News Paper is an original piece o research !or" carried o#t by me #nder the g#idance and s#per$ision o %rs. &'I()*. (he in ormation has been collected rom gen#ine + a#thentic so#rces. (he !or" has been s#bmitted in partial #l illment o the re,#irement o B$C1E)OR O( B0S!NESS $%'!N!STR$T!ON rom &'*-DI.*)' /0SI-1SS S&'2234.'*)0*-5.

Place6 Date6

Signat#re

7 Indias Premier Financial Daily.Since1975

$C:NO;)E%9E'ENT
I ta"e this opport#nity to e8press my deep sense o gratit#de to /0SI-1SS S(*-D*)D 3I%I(1D or gi$ing me the opport#nity to #ndergo on project report in their organi9ation and or e8tending #ll s#pport and cooperation in completion o this project. I e8press my sincere than"s to my mentor: %rs. &'I()* or pro$iding me the opport#nity to #nderta"e this project. %y deep sense o gratit#de also goes to all my riends or their constant enco#ragement.

(*;I-D1) SI-.' S*-D'0 //*

< Indias Premier Financial Daily.Since1975

E<EC0T!2E S0''$R"
(he project entitled to me is the =(o st#dy the e ecti$eness o sales promotional acti$ities o /#siness Standard>. (his project has been done !ith the permission o /#siness Standard 3td. (he project has been carried o#t in Patna region. For this research project I #sed both primary and secondary data/ First I cond#cted a thoro#gh secondary research to #nderstand the mar"et sit#ation and to re$ie! the ind#stry norms and reports. * ter this I dra ted a ,#estionnaire on the rele$ant iss#es and cond#cted a mar"et s#r$ey. I #sed descripti$e research design: as this s#ited my projects re,#irement the most. (he objecti$e o the project is to create a!areness abo#t the /#siness Standard ne!spaper and also generate the s#bscription in Patna mar"et and to carry o#t certain promotional acti$ities or increasing the a!areness o /#siness Standard ne!spaper.

? Indias Premier Financial Daily.Since1975

I-D1@
SR/ NO/ + 4 > ? . = @ , +5 ++ P$RT!C0)$RS !NTRO%0CT!ON OBJECT!2ES RESE$RC1 'ET1O%O)O9" CO'P$N" PRO(!)E )!TER$T0RE S0R2E" BR$N% PRO'OT!ON %$T$ $N$)"S!S (!N%!N9S )!'!T$T!ONS S099ES!ON A RECO''EN%!T!ON B0EST!ONN$!RE P$9E NO/ =6+5 ++6+4 +>64= 4-6?. ?=6?@ ?,6.+ .46=. ==6==@6-5 -56-+ -46-?

5 Indias Premier Financial Daily.Since1975

!NTRO%0CT!ON

A Indias Premier Financial Daily.Since1975

!NTRO%0CT!ON
InBspite o po!er #ll internet era: ne!spaper still remains the tremendo#s po!er #l medi#m: beca#se media is a medi#m that tells #s the tr#th !hat is going on aro#nd #s. (he irst thing anybody loo"s or searches or a day is ne!s paper !ith a hot c#p o tea in the morning. So ne!spaper is a media !hich is the irst thing in the resh mind !herein its contents a ect the h#man mind. *ccording to a general st#dy: e$eryone d#e to his daily b#sy ro#tine only chec"s in the ne!spaper his partic#lar section !hich appeals to him the most. D#e to the c#rrent competition gi$en to readership o ne!spaper by the #pcoming lashy national and international channels and internet. (he only basic reason as to still ne!spaper b#siness is s#r$i$ing its easy a$ailability and lo! pricing. /e changed rom the age old selecti$e to something resh and ne!: as this is the only media !hich caters to all rom yo#ng to old and rich to poor or this readership s#r$ey I chose the ne!spaper =/#siness Standard 3td> as its the ne!spaper !hich tal"s sense and is in mar"et !ith good mar"eting strategies and got good st# to read o$er since it came into e8istence. For this s#r$ey I selected place li"e: tricity 4chandigarh panch"#la mohali5 as these place ha$e a mi8 people rom all ages : cast (he basic reason o this readership s#r$ey is to ind can the ne!spaper readership be changed rom one partic#lar to any other i it has good articles and caters to all according to their !ishes and li"ing .*nd can a ne!spaper company or a gro#p lo#rish in this to#gh state o a airs !ith #pcoming threats o electronic media and changing taste o ne!s generation. (he irst ne!spaper dates bac" all the !ay to 59 /&. It !as called the *cta D#irna in )ome: Italy. &ar$ed on metal or stone: copies !ere posted aro#nd the city or people to read.

7 Indias Premier Financial Daily.Since1975

/et!een 71< and 7<?: the Kaiyuan Za Bao: or &o#rt Doc#ments !ere prod#ced Notizie (his in scritte. may ha$e &hina. (hese been (hey !ere hand!ritten on on on sil". paper. paper. In 155A the .o$ernment o Cenice: in Italy: p#blished the monthly !ere the hand!ritten irst printed In 15D7 there !as a pri$ate ne!spaper p#blished in /eijing: in &hina. In 1AE5 the .erman ne!spaper FRelationF !as printed by ;ohan &aroll#s. (his is #s#ally regarded as the irst modern ne!spaper. 3ets j#st imagine one day !itho#t ne!spapers. Imagining s#ch a sit#ation is also $ery di ic#lt. So !e reali9e ho! $ery important ne!spapers are to #s. -e!spapers orm an essential part o modern ci$ili9ation. Ge cant go or a c#p o tea !itho#t the ne!spaper. *ny printed matter !hose main objecti$e is to s#pply #s !ith ne!s is "no!n as a ne!spaper. 2#r idea o the ne!spaper is that o olded sheets !hich contain in ormation abo#t n articles on ne!s: eat#res: re$ie! and ad$ertisement. -e!spapers are "no!n as the eyes and ears o the !orld. In ormation that comes to #s rom all ro#nd the !orld is "no!n as the ne!s. In ormation that comes to #s rom east: !est: north and so#th is "no!n as ne!s. (odays modern !orld is incomplete !itho#t the ne!spapers. Gith the ad$ent o the media the pop#larity o ne!spapers ha$e become $ery less. /#t the e ecti$eness o it still persists. (oday morning starts !ith a ne!spapers and ends !ith a ne!spaper. It is the e ect o -e!spapers that !e come to "no! abo#t the !orld. Its main p#rpose is to let #s "no! abo#t the !orld problems and their sol#tions. Its main objecti$e is to "eep the readers in ormed abo#t the latest de$elopments that are ta"ing place in the !orld. It in$estigates and then presents important e$ents. It also g#ides and mo#lds the p#blic opinion. It also pro$ides space or p#blic grie$ances. It ed#cates the people in good citi9enship. a ne!spaper also pro$ides in ormation on $ariety o s#bjects li"e art: science: b#siness: sports: crime: ashions etc.. 1$ery single bit o in ormation that !e get rom the ne!spapers is o great importance. It ma"es #s a!are o !hats happening in the region !e li$e o#r in co#ntry !e li$e. (here is a separate col#mn or health. %ost ne!spapers ha$e cartoons: comic: cross!ord p#99les and astrological acts. -e!spapers also contain matrimonial col#mns: $acancies: and !anted col#mns. It is di ic#lt top
D Indias Premier Financial Daily.Since1975

maintain a ne!spaper !itho#t ad$ertisements. -e!spapers are an important prere,#isite or democracy. Democracy #nctions on its basis. -e!spapers sho#ld be a !ay o social: economical: and political j#stice. (he press is o ten re erred to as the o#rth estate. -e!spaper is the greatest and the most #se #l gi t recei$ed by man !ith the in$ention o the printing press. * ne!spaper "eeps a man #se #lly b#sy. It "eeps him in to#ch !ith all that is happening in the !orld. It is m#ch more than that. It is a po!er #l massBmedia and a mighty orce. It is the c#stodian o tr#th and a sentinel o h#man rights and liberty. It can be #sed or good as !ell as or e$il. It is a $ehicle o tho#ght. It propagates ideas and philosophies: comments #pon them: critici9es go$ernments and peoples and their acti$ities. It is a po!er #l organ o p#blic opinion. (hat is !hy the reedom o press means a reedom to the masses. (hen hail the PressH &hosen g#ardian o reedomH Strong s!ordBarm o j#sticeH /right s#nBbeam o tr#th II '. .reeley -e!spapers ha$e become a part and parcel o o#r daily li e. * ne!spaper gi$es #s all "inds o ne!s abo#t o#r o!n co#ntry and abo#t oreign co#ntries. * reader o ne!spapers remains in to#ch !ith p#blic a airs. (he ne!spaper ed#cates him in many branches o "no!ledge and pro$ides him !ith a lot o in ormation. Jno!ledge is de$eloped by reading a ne!spaper. 2ne can "no! abo#t all the ne! disco$eries and in$entions. It also tells !hat their rights are ho! they can protect them. 1$en !hile sitting in ones home: one can "no! !hat is happening in the !orld. (he ne!spaper "eeps the people in to#ch !ith all the di erent corners o the !orld. /#sinessmen ad$ertise their goods in the ne!spapers to increase the sale o their goods. *s the ne!spaper contains mar"et reports: it helps the merchants in "eeping #ni orm rates o goods in $ario#s cities. -e!spapers gi$e a lot o in ormation abo#t religio#s topics: sports: arts and m#sic and record the p#lse beats o the nation. * reg#lar reader o ne!spapers can ac,#ire a lot o "no!ledge abo#t p#blic a airs. (he ne!spaper brings to #s the $ie!s o great thin"ers and philosophers. It mo#lds and re lects p#blic opinion. -e!spapers not only g#ide and instr#ct the p#blic: they also help in ed#cating the masses on all important problems. (hey broaden their o#tloo". (hey act a great social re ormers and p#blic ed#cators. (hey are
9 Indias Premier Financial Daily.Since1975

the spo"esmen o h#man conscience and mo#thpieces o h#man mind. (hey carry on a campaign against s#perstitions: alse belie s and anaticism. (hey thro! light on the e$ils o do!ry system: child marriage and #n to#ch ability. (hey pro$ide a great help to a co#ntry in getting rid o her social e$ils and moral !ea"nesses -e!spapers can mislead and misg#ide p#blic opinion on important matters. (hey are $ery po!er #l !eapon or mo#lding and directing p#blic opinion. Fo#r critical ne!spapers: said -apoleon: are more to be eared than a tho#sand s!ords. 'itler !ho "ne! the po!er #l role o the Press: said: =I !ant to play on the press as on a piano.> (hat is !hy most o the political parties r#n their o!n ne!spapers.

Strate#y appliedC
(o meet the prospecti$e c#stomers o /#siness Standard and ta"ing appointments or the prod#ct. (o create an a!areness o the prod#ct distrib#tion o ree samples o the ne!s paper on the special acti$ities areas !here I ha$e done the acti$ities.

$chievement till date today/

I ha$e started my ield !or" rom9 thj#ne. In the sense o achie$ement o my project tas": I ha$e got 5 s#bscription o ers or b#siness standard ne!s paper in this program. In ;#ne b#siness standard has la#nched one scheme or the ne! s#bscriber. * ter anno#ncing the scheme the mar"et response !as positi$e mostly. Gith the prepaid s#bscription. I ha$e collected the data o inancial ne!s paper readers. In that economic times is the mar"et leader !hat I ha$e analy9ed.

1E Indias Premier Financial Daily.Since1975

SCOPE A OBJECT!2ES

11 Indias Premier Financial Daily.Since1975

Scope of the ProDect

(hro#gh this project I did the prod#ct analysis o the /#siness Standard ne!spaper. (his helped me to ind the major strength and !ea"ness o the /#siness Standard ne!spaper. (his !ill be help #l to the company in #rther impro$ing their prod#ct to better capt#re the mar"et. (his project !ill also help the #t#re management trainee and #rther st#dy.

OBJECT!2ES
Primary oEDectives8 415(o collect the rele$ant data o inancial ne!s paper reader. 475 (o get s#bscription orders rom prospecti$e inancial ne!s paper readers. 4<5 (o create a!areness among corporate !orld or the inancial ne!spaper. 4?5 (o con$ert the prospecti$e c#stomer into loyal c#stomer o b#siness standard 55 (o analy9e /#siness Standard prod#ct thro#gh #nderstanding $ario#s attrib#tes li"e prod#ct eat#res: bene its and its #tility patterns. A5 (o ind mar"et competition in (ricity or the inancial ne!s paper. 75 (o ind the s#itable !ay ad$ertising o brand /0SI-1SSB S(*-D*)D D5 (o get data o potential corporate o ices randomly 95 (o orm a brand e,#ity o b#siness standard in the mar"et 1E5 (o st#dy company pro ile o /#siness Standard

17 Indias Premier Financial Daily.Since1975

RESE$RC1 'ET1O%O)O9"

1< Indias Premier Financial Daily.Since1975

RESE$RC1 'ET1O%O)O9"
)esearch objecti$es: it !ill ens#re that the client need !ill be ser$ed. P*I International &entre or )esearch re ers to Ka search or "no!ledge . It can be defined as a scientific and systematic search or pertinent in ormation on a speci ic topic.)esearch comprises de ining and rede ining problems: orm#lating hypothesis or s#ggested sol#tions collecting: organi9ing and e$al#ating dataL ma"ing ded#ction and reaching concl#sions and at last care #lly testing the concl#sions to determine !hether they it the orm#lating hypothesis M &li ord Good. It is a !ay to systematically sol$e the research problem. It may be #nderstood as science o st#dying ho! research is done scienti ically. In it !e st#dy the $ario#s steps that are generally adopted by the researcher in st#dying his research problem along !ith the logic behind them. In general methodology is an optional rame!or" !ithin !hich the acts are placed so that the meaning may be seen more clearly. (he so#rces o data sho!n that designing o a research plancalls or decision on the data so#rces are research approaches 4primary and secondary data5 research instr#ments 4obser$ation s#r$ey e8periment5 sampling plan and contact methods 4personal inter$ie!s5.

1? Indias Premier Financial Daily.Since1975

)1S1*)&' D1SI.* research design is the determination and statement o the general research approach or strategy adopted or the partic#lar project. It is the heart o the planning. I the design adheres to the %anagement 18cellence.)esearch design is a plan str#ct#red and strategies o in$estigation. It is the arrangement o condition and analysis o data in a manner to combine rele$ance to the research p#rpose !ith economy in proced#re. N In order to achie$e the objecti$e it !as necessary to tal" to the c#stomers and p#blic todra!s the concl#sions regarding the objecti$e. N For $isiting the c#stomers and p#blics to collect the rele$ant in ormationL a ,#estionnaire has to be designed. (he ,#estionnaire !as designed in s#ch a manner to achie$e the objecti$e o the research.

+/ %$T$ CO))ECT!ON8 Data collection is an integral part o the

research. It calls or de$eloping the most e icient research plan or gathering the needed in ormation. Ghich is generated the irst time and is resh called =primary data> and it is generated by o#r main methods $i9. obser$ation: e8perimentation: inter$ie!ing and estimation. (he primary data can be collected thro#gh telephone: inter$ie!s: gro#p inter$ie!s: mail s#r$eys and sel administered ,#estionnaire. Secondary data is that !hich has pre$io#sly already being gathered and is a$ailable. It can be generated by internal so#rces 4!ithin the irm5 or by e8ternal so#rces 4li"e boo"s: periodicals: p#blished reports: data ser$ices: comp#ter data ban" etc.5. (he data collected or this st#dy on both primary and secondary data li"e I ta"e the in ormation thro#gh employees and also ta"e in ormation by the internet: company bro!ser.
15 Indias Premier Financial Daily.Since1975

4/ E2$)0$T!N9 T1E CONTENT8 In the st#dy ,#estions !ere

as"ed "eeping in $ie! that ho! the di erent department !or"s. Ghat is the !or" process in department and !hat is the contrib#tion o department in !ell managing in the ser$ice 4ins#rance5 ind#stries and also the things re,#ired to !or"s e iciently and !hat they ser$e to the organi9ation.

>/ S0R2E" PROCESS8 Firstly I $isited all departments !here the

!or" !as being e8ec#ted. %eet the sta members and as"ed ,#estions !hich are short and speci ic and easily #nderstandable. *lso: I had $isited the c#rrent s#bscribers and potential s#bscribers to #nderstand their $ie!s and e8pectations abo#t the prod#ct.

?/ $SS0'PT!ON O( T1E PROJECT8 In ormation !as ta"en

mainly on the basis o the in ormation gi$en by the employees and sta members. I employees doesnt respond to!ards any are !e cant orce on him li"e inancial position o the company and the #nd they generate etc.
Steps in 'arFet Research86

1. Planning and )esearch. De ining the problem Sampling the plan. Preparing ,#estionnaire. Deciding the area o research 7. Field Gor". *s"ing ,#estion to sample selected.

Data collection.

<. Planning )eport *naly9ing the data collected.

1A Indias Premier Financial Daily.Since1975

)eport preparation.

RESE$RC1 $PPRO$C1
O#alitati$e as !ell as O#antitati$e approach has been #sed or this research. /#t the stress !as basically on the ,#antitati$e approach.
Buantitative approach86

O#antitati$e data in$ol$es the generation o data in a ,#antitati$e orm !hich can be s#bjected to analysis in a ormal and rigid ashion.
Bualitative approach86

It is concerned !ith s#bjecti$e assessment o opinions and beha$ior.

Research %esi#n86

(his calls or de$eloping the most e icient plan or gathering the necessary in ormation: design a research plan: decision on the data so#rces: research approaches: research instr#ments: sampling plan and contact methods. * research design is the speci ication o the method and proced#re or ac,#iring the in ormation needed. *ccording to my research design I ha$e per ormed the ollo!ing.

Steps in the proDect/

Deciding objecti$e and s#bBobjecti$e o the research. (o determine the most s#itable method o research. )esearch designs are o ollo!ing types6 1. D1S&)IP(IC1 <. &*0S*3 5. 1@P32)*(2)P 7. DI*.-2S(I& ?. 1@P1)I%1-(*3

In this project: descripti$e type o research design has been #sed.

17 Indias Premier Financial Daily.Since1975

-*(0)1 2F )1S1*)&' O#antitati$e type o research has been #sed. *s all the data !as based on n#merical ig#res obtained in the s#r$ey. (PP1 2F O01S(I2-S (he ,#estions !ere sel Badministered: !ith a $ie! to obtain ma8im#m in ormation rom the respondent that is !hy the ,#estions !ere straight or!ard.

RESE$RC1 T"PE M
%ESCR!PT!2E RESE$RC1/ (his method !as #nderta"en to "no! abo#t characteristics o e$ery gro#p. In this project the objecti$e !as to gather in ormation regarding satis action le$el o s#bscribers rom online policy generation system. (his is "ind o research str#ct#re !hich is concerned !ith describing the characteristics o the problem. In this !ay the main p#rpose o s#ch a research design is to present a descripti$e pict#re abo#t the mar"eting problem on the basis o act#al acts. For this it is important to obtain the complete and act#al in ormation abo#t the s#bjects.Descripti$e research does not it neatly into the de inition o either ,#antitati$e or ,#alitati$e research methodologies: b#t instead it can #tili9e elements o both: o ten !ithin the same st#dy. (he term descripti$e research re ers to the type o research ,#estion: design: and data analysis that !ill be applied to a gi$en topic. Descripti$e statistics tell !hat is: !hile in erential statistics try to determine ca#se and e ect.

1D Indias Premier Financial Daily.Since1975

(he type o ,#estion as"ed by the researcher !ill #ltimately determine the type o approach necessary to complete an acc#rate assessment o the topic at hand. Descripti$e st#dies: primarily concerned !ith inding o#t Q!hat is:Q might be applied to in$estigate the ollo!ing ,#estions6 Do teachers hold a$orable attit#des to!ard #sing comp#ters in schoolsR Ghat "inds o acti$ities that in$ol$e technology occ#r in si8thBgrade classrooms and ho! re,#ently do they occ#rR Ghat ha$e been the reactions o school administrators to technological inno$ations in teaching the social sciencesR 'o! ha$e high school comp#ting co#rses changed o$er the last 1E yearsR 'o! do the ne! m#ltimediated te8tboo"s compare to the printBbased te8tboo"sR 'o! are decisions being made abo#t #sing &hannel 2ne in schools: and or those schools that choose to #se it: ho! is &hannel 2ne being implementedR Ghat is the best !ay to pro$ide access to comp#ter e,#ipment in schoolsR 'o! sho#ld instr#ctional designers impro$e so t!are design to ma"e the so t!are more appealing to st#dentsR (o !hat degree are specialBed#cation teachers !ell $ersed concerning assisti$e technologyR Is there a relationship bet!een e8perience !ith m#ltimedia comp#ters and problemBsol$ing s"illsR 'o! s#ccess #l is a certain satelliteBdeli$ered Spanish co#rse in terms o moti$ational $al#e and academic achie$ementR Do teachers act#ally implement technology in the !ay they percei$eR 'o! many people #se the *1&( gopher ser$er: and !hat do they #se i or.

Diagnostic )esearch
It is o#r p#rpose to gain insight into the perception the cons#mer has o prod#cts and brandsL insight !e need to inter$ene acti$ely in the mar"et. (he stream o descripti$e in ormation classical mar"et research o ers is
19 Indias Premier Financial Daily.Since1975

only too o ten limited to act#al pieces o in ormation that do not ans!er the ,#estion F!hyRF !hich is not s# icient to inter$ene acti$ely in the mar"et. Describing the beha$io#r and inde8ing $erbal e8pressions is in itsel incapable o gi$ing insight. Indeed: the cons#mer does not act as rationally and #ne,#i$ocally as the research res#lts had been s#ggesting B and this has nothing to do !ith any #n!illingness o the cons#mer. %oti$ational dynamics B the ield o inner eelings: perceptions: and orces B demands #ll attention directed to!ards the inner being: demands empathy !ith other people: and the ability to interpret dynamics. It is a holistic approach: aiming at #nderstanding Fthe h#man beingF and the action !e are interested in: as a 4small5 part o a !hole. (he positi$istB inspired methods: de$ised rom the point o $ie! o st#dying the Fo#tside !orldF: are #ns#itable !hen it comes to st#dying manFs inner !orld. (he dynamics o the mar"et: ho!e$er: proceed rom the inner !orld in !hich the moti$ations originate. 2nly !hen mar"eting strategies and sol#tions harmonio#sly connect !ith the moti$ational str#ct#re that lies at the base o the prod#ctSbrand: may !e s#cceed to mar"et that prod#ctSbrand in a !ay that spans a bridge o recognition bet!een the cons#merFs problem 4hisSher moti$ation5 and its sol#tion 4the commercialprod#ct5.*n e8planation proceeding rom elements in !hich !e can inter$eneL not an interpretation representations: thro#gh and socioBdemographic eelings..lobal and characteristics: pro o#nd insight: b#t not interpretations o beha$io#r: opinions and attit#des: images and

interpretations limited to the #nction o the prod#ct: to its rational e8planations. 'ere the emotional dimension is $ery important as !ell. *s or hisSher identity: the indi$id#al acts as a !hole: !hich !e m#st interpret globally in a str#ct#red e8planation o the di erence: i.e. a typology. -ot all indi$id#als beha$e in the same !ay: nor do they ha$e the same personality.
7E Indias Premier Financial Daily.Since1975

In order to position o#r brandSprod#ct or de$elop other mar"eting acti$ities: !e m#st ha$e insight into di erent moti$ational segments.Ghen carrying this o#t: ho!e$er: researchers are con ronted !ith se$eral problems that impede the necessary insight. People are de ensi$e and do not really !ant to e8pose themsel$es. Ge can say that people are $erbally restricted. 3ang#age and $ocab#lary are means o comm#nication controlled by reason: by intelligence. For di ic#lt !hen !e !ant to act#al e8pression: o#r $ocab#lary is ade,#ate. 'o!e$er: it becomes more e8press eelings. 3astly: !e sho#ld point o#t that people are #lly or partly #nconscio#s o certain in l#encesSreasons: beca#se they do not !ant to recognise them ormally. %a"ing clear the FconnectionF bet!een things is a problem. &onse,#ently: direct ,#estioning is not the sol#tion. 2ne !ill get an ans!er: b#t !hether the ans!er !ill re lect the real: deepBdo!n perception o the cons#mer is rather do#bt #l.

C$S0$) RESE$RC1
I the objecti$e is to determine !hich $ariable might be ca#sing a certain beha$io#r: i.e. !hether there is a ca#se and e ect relationship bet!een $ariables: ca#sal research m#st be #nderta"en. In order to determine ca#sality: it is important to hold the $ariable that is ass#med to ca#se the change in the other $ariable4s5 constant and then meas#re the changes in the other $ariable4s5. (his type o research is $ery comple8 and the researcher can ne$er be completely certain that there are not other actors in l#encing the ca#sal relationship: especially !hen dealing !ith peoples attit#des and moti$ations. (here are o ten m#ch deeper psychological considerations: that e$en the respondent may not be a!are o.
71 Indias Premier Financial Daily.Since1975

E<PER!'ENT$) RESE$RC1 It is a collection o research designs !hich #se manip#lation and controlled testing to #nderstand ca#sal processes. .enerally: one or more $ariables are manip#lated to determine their e ect on a dependent $ariable.(he e8perimental method is a systematic and scienti ic approach to research in !hich the researcher manip#lates one or more $ariables: and controls and meas#res any change in other $ariables. 18perimental )esearch is o ten #sed !here6
1. (here is time priority in a ca#sal relationship 4ca#se precedes

e ect5 7. (here is consistency in a ca#sal relationship 4a ca#se !ill al!ays lead to the same e ect5
<. (he magnit#de o the correlation is great.

(he !ord e8perimental research has a range o de initions. In the strict sense: e8perimental research is !hat !e call a tr#e e8periment. (his is an e8periment !here the researcher manip#lates one $ariable: and controlSrandomi9es the rest o the $ariables. It has a control gro#p: the s#bjects ha$e been randomly assigned bet!een the gro#ps: and the researcher only tests one e ect at a time. It is also important to "no! !hat $ariable4s5 yo# !ant to test and meas#re. * $ery !ide de inition o e8perimental research: or a ,#asi e8periment: is research !here the scientist acti$ely in l#ences something to obser$e the conse,#ences. %ost e8periments tend to all in bet!een the strict and the !ide de inition.

77 Indias Premier Financial Daily.Since1975

* r#le o th#mb is that physical sciences: s#ch as physics: chemistry and geology tend to de ine e8periments more narro!ly than social sciences: s#ch as sociology and psychology: !hich cond#ct e8periments closer to the !ider de inition.

1@P32)*(2)P )1S1*)&'
EGploratory research is a type o research cond#cted or a problem that has not been clearly de ined. 18ploratory research helps determine the best research design: data collectionmethod and selection o s#bjects. It sho#ld dra! de initi$e concl#sions only !ith e8treme ca#tion. .i$en its #ndamental nat#re: e8ploratory research o ten concl#des that a percei$ed problem does not act#ally e8ist. 18ploratory research o ten relies on secondary research s#ch as re$ie!ing a$ailable literat#re andSor data: or ,#alitati$e approaches s#ch as in ormal disc#ssions !ith cons#mers: employees: management or competitors: and more ormal approaches thro#gh inBdepth inter$ie!s: oc#s gro#ps: methods that are more interacti$e in nat#re. For projecti$e methods: case st#dies or pilot st#dies. (he Internet allo!s or research e8ample: )SS eeds e iciently s#pply researchers !ith #pBtoBdate in ormationL major search engine search res#lts may be sent by email to researchers by ser$ices s#ch as .oogle *lertsL comprehensi$e search res#lts are trac"ed o$er lengthy periods o time by ser$ices s#ch as .oogle (rendsL and !ebsites may be created to attract !orld!ide eedbac" on any s#bject. (he res#lts o e8ploratory research are not #s#ally #se #l or decisionB ma"ing by themsel$es: b#t they can pro$ide signi icant insight into a gi$en sit#ation. *ltho#gh the res#lts o ,#alitati$e research can gi$e some
7< Indias Premier Financial Daily.Since1975

indication as to the Q!hyQ: Qho!Q and Q!henQ something occ#rs: it cannot tell #s Qho! o tenQ or Qho! manyQ. 18ploratory research is not typically generali9able to the pop#lation at large.Social e8ploratory research Qsee"s to ind o#t ho! people get along in the setting #nder ,#estion: !hat meanings they gi$e to their actions and !hat iss#es concern them. (he goal is to learn F!hat is going on hereRF and to in$estigate social phenomena !itho#t e8plicit e8pectations.Q 4)#ssell J. Sch#tt: QIn$estigating the Social Gorld:Q 5th ed.5. (his methodology is also at times re erred to as a gro#nded theory approach to ,#alitati$e research or interpreti$e research: and is an attempt to #nearth a theory rom the data itsel rather than rom a predisposedhypothesis. 1arl /abbie identi ies three p#rposes o social science research. (he p#rposes are e8ploratory: descripti$e and e8planatory. 18ploratory research is #sed !hen problems are in a preliminary stage. 18ploratory research is #sed !hen the topic or iss#e is ne! and !hen data is di ic#lt to collect. 18ploratory research is le8ible and can address research ,#estions o all types 4!hat: !hy: ho!5. 18ploratory research is o ten #sed to generate ormal hypotheses. Shields and (ajalli lin" e8ploratory research !ith the concept#al rame!or" !or"ing hypothesis.

S$'P)!N986
S*%P3I-. %1('2D + (1&'-IO016B (here are t!o types o sampling methods 1. PROB$B!)!T" 'ET1O%/ 7. NON PROB$B!)!T" 'ET1O%/ In this research the nonBprobability sampling techni,#e is #sed and in nonBprobability %ethod: random sampling is #sed.
7? Indias Premier Financial Daily.Since1975

RESE$RC1 TOO)86
* str#ct#red ,#estionnaire !as #sed as an instr#ment in gathering the re,#ired in ormation rom the )eg#lar c#stomer. It is a systematic compilation o ,#estions. (he ,#estions !ere !ell de ined and mostly !ere closed ended ,#estion beca#se o !hich respondent dont ha$e to stress their mind. (he reason !hy the ,#estionnaire !as pre erred6B a. c. 3o! cost (otal co$erage. b. d. *nonymity. *$oid bias.

RESE$RC1 %0R$T!ON86
(he research d#ration !as o t!o month rom 1S( o ;0-1to 15h o ;#ly 7E11.
S$'P)!N9

Sampling is one o the most #ndamental concepts #nderlying any research !or". %ost research st#dies attempt to ma"e generali9ation or dra! in erence regarding the pop#lation. /ased on their st#dy o a part o the pop#lation that is the sample. (he sample data enables the researchers to correctly estimate the pop#lation parameters. Ghile doing sampling I considered Patna region area and then ha$e ta"en help o con$enience sampling.
S$'P)!N9 0N!T86

%y sample #nits !ere readers !ho are ta"ing ne!spaper. So it is clear that the sample #nits are nothing b#t the $ariables to be st#died.

75 Indias Premier Financial Daily.Since1975

S$'P)E (R$'E86

(he entire list that contains the sample #nit is "no!n as sample rame6 in this case my sample rame !as (ricity4s#bscribers o ne!spaper5 region.
S$'P)E S!HE86

In this research the researcher has ta"en the sample si9e o 1EE readers !ho are ta"ing ne!spaper rom long times.

7A Indias Premier Financial Daily.Since1975

CO'P$N"

PRO(!)E

77 Indias Premier Financial Daily.Since1975

CO'P$N" PRO(!)E
!ntroduction
1arlier started in Jol"ata in 1975. Daily sell is aro#nd 1EEEEE copies. P#rely made or b#siness. Its only one "ind Indian p#blication !hich has syndication !ith inancial times 3ondon. P#nch line is =!hen yo# are s#re>. *s ne!spapers became more reliable and began appearing more re,#ently: they began to play a major role in commerce: thro#gh their ad$ertisements and by printing price listings and mar"et reports. * .erman ne!spaper: p#blished by 3#cas Sch#lte: had beg#n appearing t!o times a !ee" in 1A75. (he !orldFs oldest s#r$i$ing printed daily ne!spaper: 1in"ommende Teit#ng: appeared in 3eip9ig in 1A5E. (he irst s#ccess #l 1nglish daily !as the Daily &o#rant: !hich irst appeared in 3ondon in 17E7. In the early eighteenth cent#ry: according to jo#rnalism historian Stanley %orison: the ne!spaper gained Qa hold on 3ondonFs commercial classes !hich it ne$er lost.Q *t that time: too: great essayists li"e ;oseph *ddison: )ichard Steele: Daniel De oe and ;onathan S!i t began p#blishing ne!spapers illed !ith their social and political commentaries in 3ondon e$en tho#gh these papers !ere more similar in content to modernBday opinion maga9ines.
7D Indias Premier Financial Daily.Since1975

)adio and tele$ision stations: cable net!or"s: maga9ines and ne! comp#ter in ormation ser$ices also contrib#te to the range o in ormation no! a$ailable to citi9ens. %ost major ne!spapers ha$e also added opinion pages: !hich air $ie!s that di er rom those o the ne!spaper and its p#blisher. Still: many press critics ear that the decline in the n#mber o competing ne!spapers a$ailable in the !orlds cities: the increasing corporate o!nership o those ne!spapers that ha$e s#r$i$ed and the standardi9ation o their ne!s co$erage ha$e limited the di erent $oices and the di erent perspecti$es on the !orld a$ailable to the $ario#s people o the !orld.
2$)0E $% TO RE$%ERS

Gee"ly tabloids 1. Smart In$estor41$ery %onday5 7. (he Strategies 41$ery (#esday5 <. I&1 Gorld4*lternati$e Gednesday5 ?. /S Gee"end41$ery Sat#rday5 %onthly %aga9ines 1. %otoring *nn#al %aga9ines6 1. /an"ing *nn#al 7. /S 1EEE

79 Indias Premier Financial Daily.Since1975

'elping yo# ma"e more in ormed in$estment and b#siness decisions Ghere$er money is made: and !here there are s#ccess #l people: yo#ll ind /#siness Standard. (he co#ntrys most respected b#siness daily: its the pre erred choice o ind#stry leaders and serio#s b#siness readers or the rich and $aried it ens#res. in ormation

(he depth and scope o the mar"ets pac"age is #nparalleled. Si8 pages o #ni,#elyB ormatted data on stoc"s integrated !ith Spot and F#t#res gi$e yo# a comprehensi$e $ie! o the top 7EE stoc"s. (heres also a #ll page on m#t#al commodities co$erage. * #nds: pl#s e8tensi$e and money o mar"et stellar gala8y

col#mnists along !ith one o Indias largest teams o reporters pro$ides

<E Indias Premier Financial Daily.Since1975

insights on companies: the economy: global more. (he ne!spaper is p#blished in colo#r rom t!el$e centres in India M%#mbai: -e! Delhi:Jol"ata:&hennai:/angalore:*hmedabad:'yderabad:P#ne:3#c"no!:&handigarh : Jochi:/h#banes!ar. Fo#nded on a commitment to independent: acc#rate and credible jo#rnalism: /#siness Standard empo!ers yo# !ith the acts to change the !ay yo# thin": act: in$est and ma"e b#siness decisions. T1E S'$RT !N2ESTOR (he Smart In$estor an entire section pac"ed !ith e8tensi$e mar"et ne!s: Cie!s and analysis: !ith a ne! emphasis on personal inance. (he /S 7EE: a detailed loo" at the dayUs mar"et acti$ity and todays pic"s trading tips on select stoc"s. (he Smart In$estor Mthe most comprehensi$e in$estment ad$ice in the mar"et. b#siness: ta8ation: acco#ntancy: entertainment and lots

;eeFly Supplements
The Strate#istB
* so#ght a ter !ee"ly s#pplement the strategist appears e$ery %onday. &o$ers iss#es on management + mar"eting. *nalysiscritical iss#es thro#gh case st#dies. )ich in content : the strategist relies hea$ily on highly researched articles so that the reader gets a complete #nderstanding o the s#bject.

;eeFend6
=/S !ee"end> co$ers the tpics o li estyle: *rt: (ra$el:Portraits o !ealthy people:)eal 1state:.ol :/oo" re$ie!s among others. *per ect !ay to start yo#r !ee"end "no!ing the leis#res o li e.
<1 Indias Premier Financial Daily.Since1975

'OTOR!N9 6

/S%B*mong I-DI*US most regarded motoring maga9ines. 3ed by team !hich is passionate abo#t a#tomobilesB!hich re lects in the loyal readership that it commands. circ#lation in e8cess o 75EEE copies rom ne!s stands *lso: abridged $ersion circ#lated to readers o S(*-D*)D B%a"es it largest circ#lated *#to maga9ine in the co#ntry B)eaching o#t to the crVme de la crVme *mong many irsts: the /S %otoring a!ards is the oldest and most respected. /0SI-11S

<7 Indias Premier Financial Daily.Since1975

!N%!$N '$N$9E'ENT6

I-DI*S most contemporary and a#thoritati$e monthly maga9ine on management. 18perts contrib#te reg#larly on the latest in the !orlg o management. Gell researched articles pro$ide th needed depth to get a grasp on the sector )eaders startearly in the college %ost /Bschools recommend Indian %anagement as a m#st read. 'abit contin#es among practicing managers: senior and midBle$el e8ec#ti$es. * jo#rnal by *I%*: Indian %anagement has been p#blished by /S or close to 1E years and gi$ing it its c#rrent loo". (he s#ccess led to *sian %anagement )e$ie! to be p#blished by /S on behal o *sian %anagement *ssociation.

<< Indias Premier Financial Daily.Since1975

BS+5556

* g#ide to Indias top 1EEE companies. *n ann#al re erence boo" on corporate per ormance.*nalyses and rates top 1EEE listed companies.
B$N:!N9 $NN0$)6

Per ormance o the ban"ing sector. *nn#al ran"ing o ban"s: e8ploring the mantras adopted by topB rated ban"s to s#cceed.

<? Indias Premier Financial Daily.Since1975

<5 Indias Premier Financial Daily.Since1975

O0R )!(EST")E PRO%0CT (he tabloid theme is de$oted to l#8#ry and li estyle as a general principleL 3#8#riant li estyles:premi#m real estate and holidays:l#8#ry cr#ises and !atches: ashion:cars: hotels and spas:je!ellery:gol :accessories:imported #rnit#re :e8otic c#isines:,#ality apirits: o ice e,#ipment: 'ome Interiors+home entertainment systems. (he maga9ine targets the s#per rich + the a l#ent !ho ma"e a style statement !ith the l#8#ry b#ys is circ#lated ,#arterly !ith /#siness Standard in %#mbai:Delhi+bengal#r#. Typical Reader ProfessionalABenefits 'arFetin# Professional8 BJno! ho! the economy is mo$ing and its impact on his or her b#siness BGhats happening in their o!n b#siness:competition BGhat ne! brands:ad$ertising campaigns ha$e been la#nched (inance Professionals8 B1conomy s!ings: and their analysis B'elps in #nd management:in$estments:mergers and ac,#isition B&orporate la!s:ta8 str#ct#res: changes and its impact on the ind#stry Consultin# Professionals8

<A Indias Premier Financial Daily.Since1975

B18cellent and reliable so#rce or $ario#s data: that can orm the base o their analysis and reports or their clients B'elps #nderstand p#blic opinion StocF 'arFet Professional8 B*n incomparable tool in orm o /S7EE and /S1EEEBan ann#al maga9ine BSector !ise and company !ise analysis helps in decicing stoc"s or in$estment )e#al professionals8 B&orporate la! and its analysis !ith its impact 1R Professionals8 BIdenti y s#ccess story and people to identi y leaders B3a! related to the corporate B(a8ation analysis and its impact on the employees Students8 B'elps to gain insight o the corporate !orld B*n e8cellent aid or ma"ing co#rse related projects B*n #nmatched so#rce or $ario#s types o data and analysis 9eneral8 B* li estyle associated !ith s#ccess #l pro essional B'o! to enjoy s#ccess
<7 Indias Premier Financial Daily.Since1975

B.adgets: one sho#ld be seen aro#nd that highlights indi$id#als stat#s.

2#r StrenghtB1ditorial O#ality

/S boasts boasts oo some some oo the the best best economic economic jo#rnalists jo#rnalists and and co#nts co#nts /S contrib#tions rom rominternationally internationallyaclaimed aclaimedcol#mnists. col#mnists. contrib#tions

(he1ditorial 1ditorialis islead leadby byD).Sanjaya D).Sanjaya/ar#: /ar#: ormer ormermedia mediaad$isor ad$isorto tothe the (he primeminister.%r. minister.%r.(.-.-inan (.-.-inancontin#ess contin#essto tobe bechairman. chairman. prime

%r.*.J./hattacharya: /hattacharya:.ro#p .ro#p%anaging %anaging1ditor 1ditoris isaa ormer ormereditor editoroo the the %r.*.J. pioneerand andassociate associateeditor editoroo 1conomic 1conomic(imes. (imes. pioneer

)eg#larcol#mnists col#mnistsincl#de incl#demany manyrep#ted rep#tednames namess#ch s#chas6 as6 )eg#lar

P)*-*/ /*)D'*-B Pro essor o economist at #ni$ersity o &*3IF2)-I*. S0);I( /'*33*B &hairman :28#s In$estments 1conomics: Politics+&ric"et. /I%*3 ;*3*-B1@B.o$ernor )/I. -I(I- D1S*IB1@ 0- #nder secretary .eneral. .0)&'*)*- D*SB*#thor I-DI)* )*;*)*%*-B%ember o Finance &ommision. *;I( )*-*D1B*ditya /irla .ro#p chie economist.

<D Indias Premier Financial Daily.Since1975

2#r &ol#mnists

S'*-J*) *&'*)P*6B*d$isior to three s#ccessi$e inance ministers. &harted o#t India s re orm strategy.

D11P*J 3*36B&ons#ltant on +G(2.

International 1conomics or the 0-

De ends globalistaion + ree trade in /#siness Standard.

<9 Indias Premier Financial Daily.Since1975

S0%*- /1))P6B Director .eneral:-ational &o#ncil o 1conomic )esearch.

*pplied

%r /errys p#blications incl#de papers on Indian inancial sector re ormL re orm o p#blic sector ban"sL ban"ing crises in 3atin *merica.

Some Re#ular Columnists

S0B!R RO"

S$NJ$" B$R0

$/:/B1$T$C1$R"$

!N%!R$ R$J$R$'$N

$ 2 R$J;$%E

$%!T! P1$%N!S

?E Indias Premier Financial Daily.Since1975

'$RT!N (E)%STE!N

NO0R!E) RO0B!N!

S1"$'$) '$NJ0'%$R

T N N!N$N

$R2!N% S0BR$'$N!$N

Former assistant research director in I%F. Senior ello! at the Peterson Instit#te o International 1conomics.

%$N! RO%R!: ?1 Indias Premier Financial Daily.Since1975

&hairman o ad$isory committee o the centre or .lobal de$elopment. Pro essor o International political economy at '*)C*)D 0-IC1)SI(P.

N!T!N P$!

;e have many more re#ular as well as #uest columnists also/

O0R CONTENT
&2-(1-( International -e!s 3i estyle+.i9mos etc %ar"eting:&#stomer acti$ation:*d$ertising %anagement1d#cation +(raining *$en#es S%1 /#siness S%1 Gorld 1$ery (#esday /#siness 1d#cation 1$ery (h#rday (he Strategist 1$ery %onday 1DI(2)I*3 P)2P1)(P International /#siness (echnology Daily (#esdayBFriday 1$ery %onday F)1O01-&P

&ompany la!s: (a8 la!s: /#siness 3a!

?7 Indias Premier Financial Daily.Since1975

*#tomobile+*ncillary segment /rand Strategies (rading calls:Stoc"+Sector

/S %otoring /rand Gorld Smart In$estor

1$ery Sat#rday %onday Gednesday+ riday (#esdayBFriday

*nalysis Fresh loo" at ne!s and (a"e (!o people -e!s on (he digital !orld Digital &ons#mer

(#esdayBFriday 1$ery %onday

/S is p#blished %onday to Sat#rday in all locations. 2n S#nday: the paper is p#blished rom %#mbai:Delhi:Jol"ata+ /anglore. 18tensi$e co$erage o the mar"ets has been /Ss orte and is eagerly cons#med by in$estorsBbig and small.(o cater to need o the retail in$estor: special oc#s has been pro$ided in thee orm o e8tensi$e co$erage on the Personal Finance.

O0R NE; ENTR"

&hange is the only constant and tr#e to that sentiment there ha$e a e! changes o$er the recent past. Ge ha$e introd#ced =(a"e (!o>Ba section !ithin the paper !hich ta"es a closer loo" at ne!s and people. International pages ha$e been bee ed #p to "eep #p !ith happening aro#nd the globe.
?< Indias Premier Financial Daily.Since1975

 -e! Por": 3ondon: /r#ssels: SingaporeB/S is the only ne!spaper !ith e8cl#si$e correspondents in the !orlds b#siness capital. In major mar"ets section one o the paper has colo#r pages.

Salient (eatures of B0S!NESS ST$N%$R%

(he 1ditorial Page is !idely recogni9ed as ha$ing the most stim#lating set o col#mnists: !hich pro$ides the readers !ith their $ie!s on "eys iss#es. /SB7EE6 it is a one o a "ind $ertically laid o#t tablet shaped stoc" page: !hich is designed to gi$e the serio#s b#siness reader a #ni,#e edge. It e$al#ates the stoc"s o 7EE o Indias best companies on the basis o 77 parameters and co#ples this !ith insight #l co$erage o companies and an e8tensi$e spread o all the mar"ets. It has an e8cl#si$e syndication !ith the !orlds oremost b#siness daily M (he Financial (imes o 3ondon Its contemporary design and t!o distinct sections allo! easy na$igation: and ,#ic"er access to in ormation. It has speci ic pages on stoc"s and commodity ne!s. (h#s it gi$es the reader in ormation on all categories o stoc"s. *ccent Gest6 It is a s#pplement: !hich brings t!o pages on the regional b#siness scenario !hich incl#de emerging players: local b#siness e$ent and ind#stry speci ic ne!s.
The Real Estate and Business Education pages give a wide and comprehensive look into these rapidly growing areas.

(he political ne!s gi$es an e8cl#si$e insight into ho! a political e$ent can a ect the economyL both in the long r#n and short r#n.

?? Indias Premier Financial Daily.Since1975

 &ase St#dy methodology is ollo!ed in /#siness Standard in its !ee"ly s#pplement called =Smart In$estor>. It pro$ides inBdepth analysis on economic iss#es. (h#s it tries to pro$ide the acts behind the ig#res.

Structure A 1ierarchy
/elo! lo!chart gi$es an insight into the organi9ation str#ct#re e8isting in /#siness Standard. President Cice President .eneral %anagers Dep#ty .eneral %anagers *sst .eneral %anagers Senior %angers %anagers
?5 Indias Premier Financial Daily.Since1975

Dep#ty %anager *sst %anager Senior 18ec#ti$es 18ec#ti$es (rainee 18ec#ti$es

?A Indias Premier Financial Daily.Since1975

)!TER$T0RE S0R2E"

)!TER$T0RE S0R2E"
Product $nalysis Process (he prod#ct analysis process presented is compartmentali9es the !or" so that a comm#nity can oc#s on the sectors most applicable to their needs. 1ach section o this g#ideboo" is designed to pro$ide the comm#nity !ith analytical techni,#es than can be p#t to !or" immediately in economic re$itali9ation e orts. (he process re,#ires inp#t rom local residents so that the recommendations re lect both mar"et conditions as !ell as the pre erences o the comm#nity. (hro#gho#t this g#ideboo" are sample press releases to help get the !ord o#t regarding the analysis. (he analysis sections are di$ided into three major parts as ollo!s6 Part !8 0nderstandin# 'arFet Conditions
?7 Indias Premier Financial Daily.Since1975

(his section pro$ides a series o tools necessary to de$elop a broad and basic o$er$ie! o the competiti$e en$ironment. It incl#des tools to analy9e c#rrent b#ilding #ses: b#siness mi8: trade area si9e: economic and cons#mer data: cons#mer attit#des and b#siness operator needs. It pro$ides the necessary o#ndation to pro$ide more inBdepth analysis o di erent b#siness and real estate sectors. Part !!8 !dentifyin# 'arFet Opportunities Ey Sector (his section goes beyond typical mar"et st#dies by pro$iding tools to analy9e speci ic b#siness and real estate de$elopment opport#nities raised in Part I. %ar"et analysis techni,#es are presented or se$en sectors incl#ding retail: ser$ice b#sinesses: resta#rants: entertainment and theater opport#nities: residential #nits: o ice space: and lodging acilities. (he p#rpose o this section is to pro$ide the #ser !ith ad$anced tools that can be #sed as part o a mar"et analysis or on an asBneeded basis. Part !!!8 %evelopin# 'arFet6%riven Strate#ies (his section also goes beyond typical mar"et st#dies by g#iding the #ser in de$eloping concl#sions and recommendations that are more realistic in todayFs mar"etplace. (he intent is to loo" Qo#tside o the bo8Q to identi y realistic sol#tions that co#ld re$itali9e do!nto!n. (raditional mar"et analysis indings that attempt to recreate a oneBstopBshopping center or all are replaced !ith niche mar"et: cl#stering and mi8edB#se de$elopment strategies. (he g#ideboo" ta"es a ne! approach to mar"et analysis and loo"s beyond retail as the only sector important to do!nto!n re$itali9ation. 1mphasis is placed on e8ploring ne! and #ni,#e opport#nities: and demonstrating their mar"et potential based on reliabledata. (his mar"et analysis g#ideboo" and its compartmentali9ed tools ta"e ad$antage o the !ealth o mar"et data and technology a$ailable today to e8tend o#r #nderstanding o mar"et opport#nities. /oth readily a$ailable p#blic and pri$ate data 4Secondary data5 and in ormation collected locally thro#gh s#r$ey and other research 4Primary Data5 are combined to dri$e the mar"et analysis !ith only the most rele$ant in ormation. (he #se o $ario#s database so t!are prod#cts incl#ding geographic in ormation systems greatly enhance the analysis and pro$ide ne! insight For e8ample6 &#stomer &ontact )eport6

?D Indias Premier Financial Daily.Since1975

Sr.N o

Name

Designatio n

Address

Ph. No.

N. read

P.

Result

BR$N% PRO'OT!ON
?9 Indias Premier Financial Daily.Since1975

BR$N% PRO'OT!ON O( B0S!NESS ST$N%$R%

Brand EIuity

Q1,#itiesQ are those attrib#tes associated !ith a brand !hich can be considered assets or the company. 3i"e any orm o assets: brand e,#ities are #s#ally p#rchased or a price. Pears o ad$ertising: promotion: ,#ality and c#stomer ser$ice can orm a lasting impression o the brand that creates #ni,#e and di erentiating competiti$e ad$antages in terms o cons#mer recognition and good !ill. 1,#ities all into t!o distinct categories6 Qabstract e,#itiesQ and Qtangible e,#ities.Q *bstract e,#ities are those attrib#tes o the brand: prod#ct or ser$ice that e8ist in the mind o the c#stomers. 18amples o abstract e,#ities incl#de perceptions o Qhigh ,#ality:Q Qtr#st:Q Qper ormance:Q etc.

5E Indias Premier Financial Daily.Since1975

(angible e,#ities are the physical mani estations o the brand incl#ding design elements s#ch as pac"ages: logos: type aces: colors: characters: etc. WSee Pac"aging (estsX /e ore ma"ing major design or positioning changes: many irms li"e to research !hat their c#rrent e,#ities are and then assess !hat !o#ld happen i changes are made. %o$ing too rapidly to a ne! loo" or corporate personality can disen ranchise c#rrent c#stomers and !ash a!ay ad$antages deri$ed rom a!areness and longBterm brand associations. Brand Positionin# /rand positioning re ers to the strategic !ay in !hich the brandFs image is con$eyed to c#stomers. Positioning helps to create a #ni,#e: di erentiable rationale or the p#rchase o yo#r prod#cts or ser$ices $ers#s a competitorFs. 18amples o $ario#s positioning strategies incl#de messages s#ch as6 QCal#e /rand:Q Q'igh 1nd /rand:Q QJno!n or &#stomer Ser$ice:Q Q'igh O#ality:Q Q(echnology 3eader:Q etc. Positioning is #s#ally dri$en by three things6 15 %anagement Desires: 75 %ar"et -eeds: and <5 &ompetition !ithin the mar"et segment. %ar"et needs can be identi ied as gaps bet!een desired prod#ct and ser$ice characteristics 4mar"et ideals5 and those c#rrently a$ailable. %eas#ring these Qneed gapsQ can help to identi y ne! positioning opport#nities. &#rrent competiti$e positioning is also $ery important to bear in mind !hen e$al#ating yo#r o!n brand position. It is #s#ally sa er: more prod#cti$e and less e8pensi$e to ass#me a #ni,#e position in the mar"et than one that is $ery close to another competitor. (his is partic#larly tr#e !hen the other competitors are !ell established. )esearch can be #sed to prod#ce a Qbrand mapQ o the mar"et !hich sho!s the "ey competitorsF c#rrent percei$ed positions. Customer Satisfaction * "ey goal in mar"eting is to "eep the c#rrent c#stomer base satis ied and enth#siastic abo#t yo#r prod#cts andSor ser$ices. )esearch can be #sed to test the relati$e le$els o satis action !ith yo#r o erings $ers#s those o yo#r c#rrent competitors. In addition: gaps in satis action bet!een !hat is c#rrently a$ailable and !hat the QidealQ prod#ct or
51 Indias Premier Financial Daily.Since1975

ser$ice !o#ld be can identi y areas or ne! prod#ct de$elopment andSor competiti$e di erentiation. * ter a baseline st#dy is completed: the st#dy can be repeated on an onBgoing 4or longit#dinal5 basis. (his process !ill help "eep c#stomer satis action at the ore ront o the corporationFs attention and pro$ide more immediate eedbac" as to potential problems. )es#lts rom these st#dies can #nco$er problems that: i corrected: !ill res#lt in the greatest net gain in satis action. Speed bac" o ers n#mero#s !ays o cond#cting c#stomer satis action research. * detailed: c#stomi9ed proposal can be prod#ced according to yo#r needs and speci ications.

57 Indias Premier Financial Daily.Since1975

%$T$ $N$)"S!S

DATA ANALYS S
In the period o t!o month S#mmer Internship Project training !e ha$e collected the data o inancial ne!s paper readers in the city. For the gathering o rele$ant data !e ha$e #sed daily c#stomer contact sheets !hich has $ario#s parameters li"e serial no : name designation: address : contact no: ne!s paper pre erence and inally res#lt obtained .

;1!C1 NE;SP$PER C0RRENT)" RE$%!N9J

TaEle B6 .)*D1 -2 2F &0S(2%1)

5< Indias Premier Financial Daily.Since1975

/S 1( F1 /3 (2(*3

<5 ?5 9 11 1EE

9raphical representation 6 8

!NTERPR!T$T!ON

*s abo$e chart sho!s that ?5Y people pre er 1( beca#se they get e$erythings rom it. *nd <5Y people most li"e/S. *nd 9Y people ta"es F1 and 11Y people ta"es /3.

%0R$T!ON O( T1E RE$%ERS1!P 6 8 TaEle 6 8

.)*D1 0P(2 A %2-('S 0P(2 1 P1*) %2)1 ('*- 1 P1*) (2(*3 -2 2F &0S(2%1) 1? ?7 ?? 1EE

5? Indias Premier Financial Daily.Since1975

9raphical representation 6 8

!NTERPRET$T!ON *s abo$e chart sho!s that ??Y people are ta"ing ne!spaper rom more than 1 year. *nd ?7Y people are ta"ing since 1 year and 17Y since A month.

;1$T PEOP)E )!:E TO RE$% !N T1E NE;SP$PER 6

TaEle 6 8

-*(I2-*3SP23I(I&*3 -1GS 1DI(2)I*3

7A 7?

55 Indias Premier Financial Daily.Since1975

SP2)(S S&I1-&1:(1&':)1S1*)&' (2(*3

1D <7 1EE

9raphical representations

!NTERPRET$T!ON (he abo$e chart sho!s that <7Y people most li"e to read science: tech: and research ne!s. *nd 7AY person 3i"e to read national ne!s. *nd others li"e 7?Y and 1DY people li"e to read editorial and sport ne!s.

RE$SON (OR S0BCR!B!N9 B0S!NESS ST$N%$R% )T% 6 8

TaEle 68
.)*D1 -2 2F &0S(2%1)

5A Indias Premier Financial Daily.Since1975

P)2%2(I2-*3 *&(ICI(P S0P3I%1-(S &'1*P P)I&1 (2(*3

77 7A 57 1EE

-ote B 6 * M promotional acti$ity: / M s#pplements: &B chip price:

!NTERPRET$T!ON *s the chart sho!s that 57Y people are s#bscribing /S beca#se o chip price. *nd 7AY People s#bscribe beca#se o s#pplements. *nd 77Y people s#bscribe /S beca#se o promotional acti$ity.

!( S;!TC1E% B$C: TO T1E O)% NE;SP$PER RE$SON (OR !T B 6

T$B)E B 6

57 Indias Premier Financial Daily.Since1975

.)*D1 P)I&1 Print ,#ality 3ots o ads -e!s analysis (otal

-2 2F &0S(2%1) 57 15 1< 7E 1EE

-ote B 6 * M price: / M print ,#ality: & M similarity: D Mads: 1 M ne!s analysis: FB ne!s report:

!NTERPRET$T!ON *s the chart sho!s that 57Y people says that the reasons to s!itch to old ne!spaper is Price. 2thers say li"e 7EY goes !ith ne!s analysis. *nd 15Y says print ,#ality. *nd the1<Y !ants a lot o ads

(EE)!N9 $(TER ST$N%$R% B 6

T$B)E B 6

S0BCR!B!N9

TO

B0S!NESS

5D Indias Premier Financial Daily.Since1975

.)*D1 .22D C1)P .22D &*-- S*P (2(*3

-2 2F &0S(2%1) <D <7 <E 1EE

-ote B 6 * M good: / M $ery good: & Mcant say: 9raphical representation B 6

!NTERPRET$T!ON

In the chart !e can see that <DY people eel good a ter s#bscribe /S. *nd <7Y eels $ery good and <EY people cannot say something abo#t the /S a ter s#bscribe.

!( CONT!N0!N9 B0S!NESS ST$N%$R% RE$SONS (OR !T B6

TaEle B 6 .)*D1 /etter ,#ality S#pplements Jno!ledge co$erage -2 2F &0S(2%1) 7? <A 77

59 Indias Premier Financial Daily.Since1975

&ant say (otal

1D 1EE

9raphical representation B 6

!NTERPRET$T!ON

*s the chart sho!s that <AY people !o#ld li"e to contin#e /S beca#se o s#pplements. *nd ?7Y !ants a better ,#ality and 77Y person li"es to s#bscribe contin#e beca#se o good co$erage. *nd 1DY people do not !ant to say anything abo#t it.

1O; (!N% T1E C1$N9E !N NE;SP$PER B 6

(*/31 B 6 .)*D1 S%22(' -2( S%22(' (2(*3 -2 2F &0S(2%1) 5D ?7 1EE

AE Indias Premier Financial Daily.Since1975

9raphical representation6 8

!NTERPRET$T!ON *s the abo$e chart sho!s that 5DY person says they get the change in the ne!spaper beca#se o smoothness. *nd ?7Y says that they do not get any smoothness in the paper.

;1$T !S NOT !N B0S!NESS ST$N%$R% ;1EN CO'P$RE% TO O)% NE;SP$PER68

T$B)E 6 8
.)*D1 D2-( %ISS *-P('I-. 32(S 2F *DS 1DI(2)I*3 -2 2F &0S(2%1) 7? 1D 79

A1 Indias Premier Financial Daily.Since1975

2('1)S (2(*3

79 1EE

9raphical representation 6 8

!NTERPRET$T!ON *s the chart sho!s that 79Y people says that they miss editorial part in their old ne!spaper !hen they compare the paper !ith /S. *gain 79Y says that they miss others things in the paper. *nd 7? Y person says that they do not miss anything in the ne!spaper. *nd 1DY miss ads

1O; R$N: B0S!NESS ST$N%$R% CONS!%ER!N9 !TS (E$T0RES M6

T$B)E B 6
.)*D1 P)I&1 )1P2)( P)I-( O0*3I(P S0PP3I%1-(S (2(*3 -2 2F &0S(2%1) ?7 7< 15 7E 1EE

A7 Indias Premier Financial Daily.Since1975

9raphical representation B 6

!NTERPRET$T!ON *s the chart sho!s that ?7Y people ran" /S !ith price. *nd 7<Y ran" /S beca#se report. *nd 7EY ran" !ith s#pplements. *nd 15Y ran" /S !ith print ,#ality.

1O; R$N: B0S!NESS ST$N%$R% S0PP)!'ENTS B 6

T$B)E B 6
.)*D1 .22D C1)P .22D *C1)*.1 -2( S*(ISFI1D (2(*3 -2 2F &0S(2%1) <D <7 1D 17 1EE

A< Indias Premier Financial Daily.Since1975

9raphical representation B 6

!NTERPERT$T!ON (he chart sho!s that <DY people says that s#pplements o /S are good. *nd <7Y says that s#pplements are $ery good. *nd 1D Y says it is a$erage. *nd 17 Y people are not satis ied !ith /S s#pplements.

T1!N: PR!CE $N !'PORT$NT ($CTOR B 6

T$B)E B 6
.)*D1 P1S -2 (2(*3 -2 2F &0S(2%1) AD <7 1EE

9raphical representation B 6
A? Indias Premier Financial Daily.Since1975

!NTERPRET$T!ON *s the abo$e chart sho!s that ADY people says that be ore going to s#bscribe any ne!spaper price is important actor. *nd <7Y says that price does not matter at the time o s#bscriptions.

;1$T ($CTOR ;$S RESPONS!B)E (OR CONT!N0!9 B0S!NESS ST$N%$R%

T$B)E B 6 .)*D1 I%P)2C1D P)I-( O0*3I(P 32G1) P)I&1 2('1)S (2(*3 -2 2F &0S(2%1) <7 ?7 71 1EE

9raphical representation B 6
A5 Indias Premier Financial Daily.Since1975

!NTERPRET$T!ON Ge can see in the chart that ?7Y people say that the reasons are to contin#e /S its impro$ed ,#ality. *nd <7Y says that they are satis ied !ith its lo!er price. *nd 71Y people say that there are actor to contin#e /S.

AA Indias Premier Financial Daily.Since1975

(!N%!N9S A CONC)0S!ON

(!N%!N9S
Some o the c#stomers are s#bscribing this paper only beca#se o cheap rate. Some o the c#stomers are interested in s#ppliments. Some o the people (he ne!spaper readership can be changed b#t it is di ic#lt to s#stain the change in yo#r a$or d#e to certain actors.

CONC)0S!ON
A7 Indias Premier Financial Daily.Since1975

1. (he ne!spaper readership can be changed b#t it is di ic#lt to s#stain the change in yo#r a$or d#e to certain actor. 7. (he ne!spaper is as"ing people to in$est most precio#s commodity M their time. (here ore they ha$e to create an image that there is something important inside the ne!spaper. <. 'ere !e can as" the reader to change 4or to stay !ith the change5 only i !e are m#ch better. Similar prod#ct !ont do. (his seems to be basic #nderlying problem in changing the ne!spaper readership. ?. (he prod#ct has to be rightly designed: properly positioned and e iciently mar"eted. then only the ne!spaper readership can be changed to mo$e beyond that. 5. (he ,#ality o paper #sed or the inancial ne!spaper sho#ld be o $ery good ,#ality. A. %ost o the time it has been obser$ed that the price matters in the c#stomers perception. 7. (he s#pplement sho#ld be more color #l in order to attract the c#stomers.

AD Indias Premier Financial Daily.Since1975

)!'!T$T!ONS

)!'!T$T!ONS
415 *s /#siness Standard 3imited has h#ge c#stomer base spread thro#gho#t the ()I&I(P and co#ntry: so it !as not possible to s#r$ey each c#stomer hence there !as limitation on sample si9e.

A9 Indias Premier Financial Daily.Since1975

475 (he project !as re,#ired complete !ithin a certain time period and this !as another constraint or st#dy. 4<5 Some c#stomer !as hesitant to share in ormation: !hich they elt !as con ident. 4?5 In their pea" ho#rs o !or" respondent may ha$e gi$en some !rong in ormation or incomplete in ormation. 455 It !as $ery di ic#lt to meet the person in the early morning beca#se most o the people li$e the ho#se early morning or the !or" p#rpose.

7E Indias Premier Financial Daily.Since1975

S099EST!ONS OR RECO''EN%$T!ONS

S099ES!ONS OR RECO''EN%$T!ONS /S m#st maintain and enhance its distrib#tion net!or". For a!areness /S m#st more oc#s on ad$ertisement li"e hording and by electronic media.

71 Indias Premier Financial Daily.Since1975

 /#siness standard sho#ld oc#s on the ,#ality o the paper #sed or the printing daily ne!spaper. (his !ill de initely attract ne! c#stomers. /#siness standard sho#ld re$isit their str#ct#re and content o s#pplement !hich are pro$ided !ith daily inancial ne!spaper. %ost o the e8isting s#bscriber is happy !ith price o b#siness standard b#t they are concerned abo#t the print ,#ality: s#pplements + reports. /#siness standard sho#ld loo" into the promotional s"ills to attract ne!ly aided s#bscribers

77 Indias Premier Financial Daily.Since1975

B0EST!ON$!RE

$NNE<0RE
B0EST!ONN$!RE
Name KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK $ddressKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK Contact No/KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK 7< Indias Premier Financial Daily.Since1975

B/ +/ ;hich newspaper are you currently readin#J (2I F1 1( /S

B/ 4/;hat is the duration of the readershipJ 0p to si8 months 0p to one year %ore than one year

B/ >/ ;hat dose you liFe to read in the newspaperJ -ationalSpolitical ne!s 1ditorial Sports Science: (ech: research

B/ ?/ ;hat are the reasons for suEscriEin# BS )T%J Promotional acti$ity S#pplements 3o!er p Daily

B/ ./ !f switched EacF to the old newspaperL what are the reasons for itJ Price Print ,#ality Similarity to 1( -e!s analysis -e!s report

B/ =/ 1ow do you feel after suEscriEin# to BS )T%J .ood Cery good cant say

B/ -/ !f continuin# BS )T%L ;hat are the reasons for itJ (actors /etter ,#ality S#pplements Jno!ledge co$erage *ds 7? Indias Premier Financial Daily.Since1975 EGcellent 9ood (air poor

3o!er price Ser$ices B/ @/ 1ow do find the chan#e in the newspaperJ Smooth not smooth

B/ ,/ ;hat do miss in BS )T%L when compared to your old newspaperJ 1ditorial Print ,#ality 2thers Dont miss anything B/+5/ 1ow would you ranF BS )T%L considerin# its featuresJ Price Print ,#ality S#pplements )eport

B/ ++/%o you thinF prices an important factor while suEscriEin# newspaperJ P1S -2

B/+4/;hat factor are responsiEle for continuin# BS )T%J Impro$ed print ,#ality 3o!er price 2thers

B/+>/ ;hat would Ee your su##estion for improvement in BS )T%J KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK %ateKKKKKKKKKKK PlaceKKKKKKKKKKK Si#nature

75 Indias Premier Financial Daily.Since1975