MailToday Summer Training

CONSUMER BEHAVIOR TOWARDS NEWSPAPERS
TRAINING REPORT ON CONSUMER BEHAVIOR TOWARDS NEWSPAPERS Submitted to MAHARSHI DAYANAD UNIVERSITY, ROHTAK
In partial fulfillment of the requirements For the award of the degree of
MASTER OF BUSINESS ADMINISTRATION (INDUSTRY INTEGRATED) (I Semester) Submitted by DEEPAK SINGH REG.No.1073901263 ROLL No. 1090210010
Delhi Institute of Higher Education (ELC CODE: 330911003) Community Centre, Near Police Station, Sector - 3, Rohini, Delhi - 110085
Delhi Institute of Higher Education
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CERTIFICATE
This is to certify that Deepak Singh , a student of the Maharshi Dayanand University, Rohtak, has prepared his Training Report entitled Consumer Behavior Towards Newspapers at Mail Today, under my guidance. He has fulfilled all requirements leading to award of the degree of MBA (Industry Integrated). This report is the record of bonafide training undertaken by him and no part of it has been submitted to any other University or Educational Institution for award of any other degree/diploma/fellowship or similar titles or prizes.
I wish him all success in life
Anudeep Arora
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DECLARATION I hereby declare that the Training Report conducted at Mail Today, 2E/22, 1st FLOOR JHANDEWALAN EXTN. NEW DELHI- 110055 Under the guidance of Anudeep Arora Submitted in Partial fulfillment of the requirements for the Degree of MASTER OF BUSINESS ADMINISTRATION (Industry Integrated) To MAHARSHI DAYANAND UNIVERSITY, ROHTAK
Is my original work and the same has not been submitted for the award of any other Degree/diploma/fellowship or other similar titles or prizes
Place Date
: :
Deepak Singh Regn. No. 1073901263 Roll No. 1090210010

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ACKNOWLEDGEMENT
A collaborative project of this nature does not exist in vacuum but its conception and completion need support, help and positive couragement. On reflecting back honesty, at the completion of the project, I discover a debt to others that cannot be understated. I believe it is not only appropriate but also imperative to acknowledge all those who have directly and indirectly shaped this work into this present form, specifically those who stand out most notably in their contribution to the content of my work. First and foremost, I would like to thank almighty God for giving me the opportunity to work in MAILTODAY under the able guidance of eminent guides. I owe an enormous debt of gratitude to my esteemed project guide, Mr. SUMIT MATHUR
DGM (Sales) of MailToday, a man of rare combination of erudition and grace, for providing academic and insight and intake. His able guidance, valuable advice, critical evaluation of my work and confidence in my abilities has always been moving spirit behind my work. Mere acknowledgement may not redeem the debt I owe for the perennial encouragement and unfailing support I received from my friends.
DEEPAK SINGH
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TABLE OF CONTENT
Title 1. INTRODUCTION: a. General Introduction about the sector. b. Industry profile. i. Origin and development of the industry. ii. Growth and present status of the industry. iii. Future of the industry 2. PROFILE OF THE ORGANIZATION: a. Origin of the Organization. b. Growth and development of the Organization. c. Present status of the Organization. d. Functional Departments of the Organization. e. Organization structure-and Organization chart. f. Product and Service profile of the Organization/ Competitors. g. Market profile of the Organization. 3. DISCUSSIONS ON TRAINING: a. Work profile (Role and Responsibilities), tools and techniques used. b. Key learnings
4. STUDY OF SELECTED RESEARCH PROBLEM: a. Statement of research problem. b. Statement of research objectives. c. Research design and methodology.
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5. ANALYSIS: a. Analysis of data b. Summary of Findings 6. SUMMARY AND CONCLUSIONS: a. Summary of learning Experience. b. Conclusions and Recommendations. APPENDICES: Annexure like copy of questionnaires, interview schedule, leaf lets, brochures, Photographs to be enclosed
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CHAPTER 1
AN INTRODUCTION
1 INTRODUCTION:
1.1 General Introduction about the sector. 1.2 Industry profile. 1.2.1 Origin and development of the industry. 1.2.2 Growth and present status of the industry. 1.2.3 Future of the industry
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1.1
General Introduction about the sector
Press is the fourth estate the other three being the legislative and the judiciary. It owes its emergence following long struggle between the disputes and people for establishment of democracy and representative institutions. The press is supposed to play crucial role of a watchdog to see that, the foreside in situation functions fairly within the constitution of framework and serve the people of whose they were created. The newspaper can initially be defined as a written means of conveying current information. This means that the first organized attempt to provide such a service occurred in ancient Rome. Where newsletters conveyed what was going in the capital to the father reach of the Roman Empire. According to the survey of world association newspaper yomiuri shim bun a Japans news paper stands in rank 1in Worlds 100 largest news paper. The circulation of yomiuri shin bun is nearly about 1.4 crores. There are 15 Indian newspapers in the least. Table no. 1.2.1worlds biggest newspaper by circulation CIRCULATION COUNTRY (THOUSANDS) LANGUAGE OWNER Yomiuri Shimbun Group BCCL Kasseri & Sons Ltd.
Daily Mail and General Trust
NEWSPAPER
YOMIURI 1 SHIMBUN THE TIMES 8 OF India
Japan
14,067
Japanese
India
3,146
English
32 THE HINDU
India
1,272
English
11 DAILY MAIL
U.K 2,311 English Source: Wikipedia.com, list of 100 top circulation newspapers
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The United States newspaper publishing industry was $59 billion. Industry was employing approximately 356,000, according to the Newspaper Association of America and the U.S. Department of Labor. Now the news paper industry of developed countries like USA, UK, and Canada is declining. However the industry is growing at around 20% in Asia. In Asia due to 3 reasons industry is growing Increase in the literacy rate. Overall Economic growth in India and China. The reach of the news paper in the rural market.
Indian newspapers are the cheapest in the world. Newspaper companies in India came to be projected as public service institutions after independence. However, in the late 1980s, they became just another fast moving consumer commodity. The companies started aggressive marketing and promotional strategies to increase circulation and readership. The industry witnessed tough competition both regionally and nationally. In 1999, the top 10 newspapers accounted for about 90% of the readership and the top two made 90% of the profits. There was fierce competition for the advertising rupee by late 1990s; electronic media like television had made a dent into the print media revenues. Print media was facing a squeeze due to the increasing popularity of television-initially colour television and then satellite television.
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1.2
INDUSTRY PROFILE
1.2.1 Origin and Development of the Industry

The invention of stereotyping was one of the advance steps in printing. It, therefore, seems that a few words dealing with the origin and development of the art of printing, before entering upon the data pertaining to stereotyping proper, will be of interest. There are, in the history of human intellect, three fundamental stages, and each one presents a tremendous advance over the preceding stage: Speaking, Writing, and Printing. Through the gradual progress made by means of speaking, writing and printing, man became more and more qualified for that which is his particular privilege and which is the fundamental condition of his superiority, namely for the communication of thought. Printing is the art of reproducing a written thought, set up with the aid of movable, and mechanically multiplied types, applying ink to this set up form of type, and making there-from an indefinite number of impressions on a press. It is difficult to state at what period of time the germ of the art of printing did not exist; some forms of printing were practiced at the most remote periods of antiquity. One of the earliest methods was sculpting of pictures and characters on skins, barks of trees, shoulder bones of sheep, shells. Another method was the pressure of engraved seals or signets into gold, wax, or other soft substances. It is also probable that the first step in the art was carried to such perfection by the Assyrians that they produced clay or brick books. Many centuries ago, an ancient book was discovered, entirely composed of lead. Not only were the two pieces that formed the cover, and the leaves, six in number, of lead, but also the stick inserted through the rings to hold the
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Leaves together, as well as the hinges and the nails. It contained pictures of Egyptian idols. The Egyptians employed a broad-leafed rush growing on the banks of the Nile, as the material to write upon. This was the papyrus. Parchment, which is the prepared skins of animals, came into use B.C. 250. It was so called from Pergamum, whose king, seeking to collect a library which would vie with that of Alexandria, and being debarred a supply of papyrus by the jealousy of the Ptolemys, had recourse to the substitute. Ancient books were not commonly disposed in a square form, but were rolled up. Hence the word volume, signifying a roll.
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1.2.2 Growth and Present Status of the Industry
The All India Federation of Master Printers (AIFMP) is an apex body. Recognized by the government of India, which is established in the year 1953.Representing more than 16 million printers of the country. AIFMP draws its strength from 52 regional associations spread all over the country, which is affiliated, to the AIFMP
Print Industry encompasses almost every field in a country's economy. The industry generates an assortment of objects like Newspapers, Magazines, Books, Business Order Forms, Post Cards to Memo Pads, etc. that comes in use in our day to day life. Being one of the most well established media forms in our country, Indian Print Industry comprises mainly of newspaper and magazine publishing. However, share, though substantial, made by book In recent years, the Indian print industry is recorded a 12.6% CAGR which is expected to grow till Rs 232 bn from Rs 128 bn by 2011. On the whole, newspaper industry shares the size of approximately Rs 112 bn whereas magazine segment accounts for Rs 16 bn only. Higher literacy levels- At present, Indian print industry has its reach to over 220m people, whereas newspaper is read only by 27% of people of India, as compared to the average 50% globally. In India, the rate of literacy has increased to 71.1% in 2006, as compared to 69.9% in 2005. Where literacy rate in rural segment has touched 64.8%, urban literacy has increased to 85.3%.
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Lower cover prices Newspaper had higher cover charges earlier but cut-throat competition has led the companies to reduce their cover prices so as to popularize their sales. Therefore, the companies have started selling out dailies, including popular English ones, for as low as Re1 or Rs 2 to experience growth in their sales. Higher ad spends- Print industry accounts for 48% of the total Rs 137.5 bn advertising industry and plays a crucial role in it. In spite of being a vital industry, the ad spend in India is just 0.4% of GDP, where as in China, it is about 0.5% and 1.3% in the US. Nonetheless, factors such as growing interest of international brands in domestic markets and rising consumerism has made it contribute more in the ad segment. "As a matter of fact, there is no single newspaper circulated nationally. However, India has entitled as the second largest platform for newspapers with 88.9 m copies sold out each day, next to China with 98.7 m copies a day."
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1.2.3
Future of the industry
Back in the 1980s, futurists predicted that by the year 2000, paper would virtually disappear and be replaced by computers, electronic mail, and digital communications. During the 90s, with most offices reliant on computers and word processors, it seemed very likely. And at the advent of the millennium, the new media of e-mail and the Internet made the paperless office almost a certainty. But a funny thing happened. Instead of paper disappearing, there was a demand for more paper than ever. As information became more accessible through the sheer amount of content available over the Internet, it created a need to print material that was formerly either not obtainable, or available through a different media. The most common things that are printed off of computers today are (in order) e-mail, research, news, and entertainment. The speed of the Internet has given us instant gratification, which has made us less patient and more demanding. Consumers have been spoiled by easy access to high quality, inexpensive color printers. This easy access to advanced technology has made virtually anyone with desktop publishing and user-friendly software able to produce professional looking newsletter, flyers, invitations, etc. New innovations will be driven by consumer demand for more portability. With wireless computers will come wireless printers for PDAs and laptops in airports, hotels, parks, and libraries. So where does that leave the print industry? Will that disappear or will it evolve to a different level? Printers will need to re-create themselves if they are to be players in the new playing field. Skills such as programming, database management, and web designing will be necessary. And new equipment such as digital printing and software will be common.
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Although there will still be a need for the offset printing presses and sheet-fed rollers which can produce large print runs, 4 & 5 -color processes, and a myriad of finishing options, we are beginning to see a paradigm shift from just-in-case stockpiling to just-in-time printing. Digital technology has made all that possible. Documents stored on disk or tape are available to print the exact quantity needed for any particular moment in time. Digital technology allows changes and updates to be made easily. With additional software and some programming knowledge, these documents could produce personalized and customized documents. Smaller print runs, tailored to the specific customer, will allow companies to treat their customers differently, with special VIP treatment to their more valued clients. Making the message more relevant to the reader increases the interest, strongly improving the response rate and increasing the likelihood of the sale, usually with a larger ROI. This will give rise to newspapers with articles and advertising relevant to readers, product packaging can be more customized, and catalogues designed specifically for a single customer. Digital printing will co-exist with off-set, but you will see printers working in different media in addition to paper (such as LED) to produce signs and point-of-purchase materials. The paperless office or even the printer-less society shows no signs of becoming a reality, at least for the foreseeable future
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CHAPTER 2
AN Profile of the Organization

2.1 PROFILE OF THE ORGANIZATION: i. Origin of the Organization. ii. Growth and development of the Organization. iii. Present status of the Organization. iv. Functional Departments of the Organization. v. Organization structure-and Organization chart. vi. Product and Service profile of the Organization/ Competitors. vii. Market profile of the Organization.
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2.1
Origin of the organization
Thomas Jacob, Singapore-based International Development Director of Associated Newspapers, described Mail Today, a newly launched JV newspaper in India to the IFRA conference today. For more on Indias newspaper market, see the video/posting I did with Raju Narisetti of Mint, another newly launched Indian newspaper.
1. A large British publisher

Daily Mail and General Trust, is London-listed with more than 2bn pounds in revenue per year from the Daily Mail and other titles, such as Lite, Metro and Evening Standard 2. Historically focused on the middle class When founded on May 4, 1896, the Daily Mail ran with the taglines of The Busy Mans Daily Journal and A penny newspaper for a haypenny. Tabloid style was clear from the beginning with a story in issue one of a Barmaid who was actually a man (What is it with Brits?). Editorial mantra: Explain, Clarify and simplify.
3. Still serving Britains mid-market today

The Daily Mail has wedged itself in between the quality and down market sectors. Daily Mails readers are 49 percent male and 51% female, with 72 percent reading no other national Daily. Nearest competitor to the Daily Mails 2.33 million copy circulation is 700,000. This is within the context of Britains highly competitive newspaper market. 4. Now looks at Indias macroeconomic potential
India has a 8-9 percent GDP growth projected, a retail explosion and 62 percent of population under the age of 32. 5. An Indian newspaper industry poised for growth Indias level of 117 copies per thousand people compares with 540 in Hong Kong, 385 in the UK and 250 in the US. Indias current adspend is just 0.38% of GDP, compared with a level of 0.9 to .98 percent in many developed markets. Circulation is growing for all newspapers and local ad growth is running at 23 percent.
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6. And targeted a perceived market opening Dominated by broadsheets with passive newspapers of record feel, so the Mail Today is intended to be more lively and offering a differentiated product aimed at the aspiring middle class.
7. But faced with limits on foreign ownership

Legal limit of investment is 26 percent for foreign companies.
8. Found a local partner in India Today

The famous weekly news magazine (highest circulation mag) was looking to enter the same zone. Both publications share values and similar ownership structure. Joining an established partner would make the selling of ads easier.
9. And quickly signed the deal

From start of discussions, JV was signed in 3 months, with newspaper launched after 6 months.
10.launched the paper

The 48-page compact size newspaper was printed in Delhi, Gurgaon and Noida on November 16 2007 with a print run of 110,000 copies. Based around a subscription model, the newspaper has the same fonts and feel as the Daily Mail.
11.To positive response from readers

Key differentiators mentioned by readers: Size and racier presentation style.
12.Comparison of headlines on same day

Tat get keys to Jag Hindustan Times Jaguar is now an Indian Beast Times of India The Empire Strikes Back Mail Today Delhi Institute of Higher Education
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We are not writing for the investors, but trying to write the story that people will speak about between themselves and that is reflected in these headlines, Jacob said.
13.The writing style is different

Indian newspapers have traditionally responded to rising newsprint prices by reducing font size. Instead, the Mail Today increased font size, concentrated on simple English, detail on sports and crisper news. Articles are summarized in first two paragraphs. All inside pages are laid out to look like a front page. The paper used was also slightly brighter, which people liked.
14.Intention is to attract women and young readers

Larger pictures and graphics to explain stories, center photo spreads often related to the story; a varied rhythm mix of light and shade (half of the pages have white headlines on black background and half the other way around). Very few structural signals, like traditional newspaper sections. A weekly large woman-focussed section: Femail At least one dedicated Bollywood page per day. Last page as entry point: (sports). Overall focus on major middle class issues: Food, housing education and Health. Good Health section of 7-8 pages once per week.
15.How often is Daily Mail involved?

There is no daily role for Daily Mail. The Daily Mail brought in an editorial team at the start and now does occasional one-to-one video conferences.
16.How are adverting sales going?

This is an entirely new product, so we are still talking to advertisers. This will take them a while to understand. We think you need to wait one year for advertisers to take you seriously. We have, of course, factored that into the budget and are confident that advertising will follow.
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Mail Today, a daily newspaper in compact format, is published by Mail Today Newspapers Private Limited, a joint venture between the India Today Group and Daily Mail of London. Mail Today is a morning daily with a difference. Clean, lucid and straight- talking, Mail Today marries the credibility and authenticity of the India Today Group with Daily Mail's international standards. Mail Today comes with a wide range of sections, all of which make for a compelling read: *Money Mail *Good Health * Femail *Lifestyle* It's Friday! *Entertainment *Property Mail *You *Review* Travel Mail. An engaging read for the new Indian that makes good mornings just great. INDIA TODAY, the India Today Group's weekly magazine, is the number one news magazine in the country. Launched in 1975, the magazine in just a few years became the leading newsmagazine in the country. Now, with editions in five languages, it has become the most widely read publication in India-a position it has held for over a decade-with a circulation of 1.1 million every week and a readership of more than 15 million.
Visit http://indiatodaygroup.com/ for information on all the offerings from the India Today Group's stable.
Much awaited daily Newspaper from India Today group will hit New Delhi newsstands on Friday. The newspaper has been named Mail Today and is backed by Associated Newspapers (Publishers of Daily Mail) ,UK.
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Daily Mail is second largest selling daily newspaper in Britain which is known for its women oriented content. Mail Today will also target women readers and will be offering six to nine pages daily to the womenfolk. 'A breed apart from other dailies, Mail Today will be liked by every Indian' Arun Puri, Chairman, India Today group said. The 48 page tabloid will initially be printed from New Delhi . The publishers plan to add more printing centers in future. The star attraction of Mail Today will however be its unique content. The publication besides adopting the Britain (Daily Mail) formula will also focus on middle class and will emphasize on family values. 'The newspaper will highlight the people who want to raise their voice for the upliftment of the society' Bharat Bhushan, Editor, Mail Today said. Booming Indian economy has given rise to advertising and Indian media market is attracting foreign investment. Media investment in India is on an explosive growth path and is expected to exceed $5 billion next year and possibly hit $10 billion by 2011, according to a new study from UK-based global media investment management company GroupM. India has recently added a number of publications which are being backed by leading foreign media brands like. The Wall Street Journal, Independent News & Media (Ireland) and Conde Nast Publications.
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India Today is an Indian weekly newsmagazine published by Living Media India Limited, in publication since 1975. India Today is also the name of its sister-publication in Hindi. Aroon Purie is its editor-in-chief from 1975, a position he has held continuously for the last three decades. It is part of the India Today group also founded in 1975 and which now includes 13 magazines, 3 radio stations, 4 TV channels, 1 newspaper, a classical music label (Music Today), book publishing and India's only book club. With the publication of its 30th Anniversary issue in December 2005, the magazine which had commenced publication in 1975 with a circulation of 5000 copies, currently has five editions and a circulation of over half a million copies with a readership of over 20 million. In March 2009 the news magazine arranged the visit of former President of Pakistan, Pervez Musharraf to the country where he delivered a lecture on the "Challenges of Change". Musharraf thanked the newspaper for the reception and protocol it had offered him during his trip there. India Today group to launch tabloid in partnership with Daily Mail. Britains top-selling Daily Mail and the India Today group are set to launch a newspaper targeting women readers in India. India Today group said Mail Today, backed by Daily Mail publishers Associated Newspapers, was expected to hit the Delhi market by the end of the week with an initial print run of 1,20,000 copies. The 48-page tabloid will be gradually rolled out across India, jostling for readers in competition with a host of new publications that have been launched in recent years. Mail Today will be a completely different newspaper from the other existing newspapers and it will be a newspaper that the whole of India would be proud of, said India Today chairman Aroon Purie in a statement
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2.2
Growth and Development of the organization
India Today group said Mail Today, backed by Daily Mail publishers Associated Newspapers, was expected to hit the Delhi market by the end of the week with an initial print run of 1,20,000 copies. The 48-page tabloid will be gradually rolled out across India, jostling for readers in competition with a host of new publications that have been launched in recent years. Mail Today will be a completely different newspaper from the other existing newspapers and it will be a newspaper that the whole of India would be proud of, said India Today chairman Aroon Purie in a statement.
2.3
Present status of the Organization
India Today plans to adopt the highly successful formula used by the Daily Mailing targeting middle class women readers. Purie said womens content was an area not covered by existing Indian newspapers and Mail Today would have it as a differentiating factor. The nearly century old Daily Mail, the second largest selling daily in Britain after the Sun, was the first paper to have a womens page and position itself as a middle class publication, embracing such themes as family values. Mail Todays editor Bharat Bhushan said the papers content would stress taking a stand and highlight people who believed in raising their voices for the good of society. The statement gave no ownership details but there is a limit of 26% foreign ownership in the print
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media. The nearly century old Daily Mail, the second largest selling daily in Britain after the Sun, was the first paper to have a womens page and position itself as a middle class publication, embracing such themes as family values. Mail Todays editor Bharat Bhushan said the papers content would stress taking a stand and highlight people who believed in raising their voices for the good of society.
The statement gave no ownership details but there is a limit of 26% foreign ownership in the print media. There have been a slew of newspaper and magazine launches in India including two new general dailies in Mumbai Daily News and Analysis, or DNA and theMumbai Mirror and a new business paper Mint which was launched in February in both New Delhi and Mumbai. Also, HT Media Ltd, publishers of Mint, and arch-rivals Bennet Coleman and Company Ltd, publishers of the Times of India, got together to publish Metro Now, a tabloid. Driving the media spurt in the country of more than one billion people is a booming economy which has created a surge in advertising.
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2.4
Introduction I. Functional departments Functional areas Production department Objectives 1. Production order 2. Design 3. Quality control II. Safety measures III. Personnel department Objectives 1. Functions 2. Human resource IV. Human resource planning 1. Recruitment 2. Training and development 3. Remuneration 4. Discipline
Functional Department of the organization
V. Manpower planning 1. Performance appraisal 2. Security of the company VI. Finance department
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Objectives 1. Functions 2. Capital structure 3. Working capital 4. Receivables management VII. Ratio analysis 1. Costing Objectives 1.1 Ledgers maintained by costing section 2. Elements of cost 3. Direct expenses 4. Overheads VIII. Marketing department Objectives 1. 2. 3. 4. 5. 6. Functions Maintaining various records Advertising Labeling Product planning Pricing policy
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2.5 Organization Structure and organize institution for any research or diploma. Action Chart
An Approach to Business that reflects Responsibility, Transparency and Ethical Behavior. Respect for Employees, Clients & Stakeholder groups
ORGANIZATION STRUCTURE
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2.6 Product and Service profile of the Organization/ Competitors.
2.6.1
PRODUCT AND SERVICES UNDER INDIA TODAY GROUP
1. India Today Diaries

Product Overview
The India Today Group is the largest multimedia conglomerate with interests in print publication, television, radio, programming, internet, art, music & education. Trust, credibility, innovation & excellence have been the cornerstones of the groups incredible success. A very successful spin-off of our quality-conscious Group is INDIA TODAY DIARIES. The division is committed to continuously strive for excellence in producing world class leather, leatherette & bonded leather products such as Organizers, Diaries and other stationery items for sale as premium gifts. Our products truly showcase the best production values pan-India. Starting in 1988 the India Today Yearbook has spawned more than 35 variants. It has been one of the premium diaries which has amongst its loyalists CEOs, professionals, Ad agency Heads, Army officers, bureaucrats, doctors, MNC senior managers. Absolute commitment to quality, meticulous attention to detail and unparalleled level of service has made INDIA TODAY DIARIES a leading specialist in designing of the diaries. Besides the exclusive range of diaries, we have a huge clientele to whom we have provided our customization services.
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2. India Today Conclave
Product Overview
Over the last Nine years the India Today Conclave has hosted the best minds, providing them a forum to explore and discuss unique ideas, strategies & solutions for the 21st Century World.
The Conclave has been addressed by presidents, prime ministers and thought leaders from around the world. To name a few, former President of India A.P.J. Abdul Kalam; 42nd President of the United States Bill Clinton; former President of Pakistan Gen. Pervez Musharraf; President of Afghanistan Hamid Karzai; 45th Vice President of the USA Al Gore; Indias former and present Prime Ministers, A.B. Vajpayee and Dr. Manmohan Singh; former Prime Ministers of Pakistan Benazir Bhutto and Shaukat Aziz; former Prime Minister of Sri Lanka Ranil Wickremesinghe; former US Secretary of State Colin Powell; former Senator Hillary Clinton; Economists Stanley Fischer and Francis Fukuyama; Futurologist Alvin Toffler; Philosopher & Spiritual Leader His Holiness The Dalai Lama; Author and Nobel Laureate V.S.Naipaul Scientist Craig Venter Author & Physician Dr. Andrew Weil Sports Legend Carl Lewis and many other eminent thinkers & achievers have shared their wisdom and experiences with their equally eminent Conclave audience.
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3. Travel Plus
Product Overview India Today Travel Plus has emerged as the countrys finest luxury travel and lifestyle magazine. Going beyond touristy clichs, it presents straight from the heart travelogues written by the best known names in the country. It also showcases the finest in cuisine, shopping and leisure for the upmarket traveler. This publication is a panoramic visual feast. The magazine regularly features a handy travel file that contains news and information on hotel, cruise and travel packages. Every article is accompanied by a resource file on the destination covered, which includes visa information, weather information, hotel recommendation, local transport and sightseeing tips. With its focus every February and August on an India centric bumper issue, this magazine has captured the hearts of every avid traveler
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4. Design Today
Product Overview We are surrounded by design, some of it exceptional and some of it average. In a world cluttered with mediocrity, style stands out. Design Today, first launched in October 2001, is a stylish take on living spaces, design and architecture in India and the world, that showcases the work of the most talented and renowned architects in the country and the world. The format of Design Today lends itself to stunning visuals of projects accompanied with crisp writing. It is also full of tips and information on elegant products for the home along with a comprehensive shopping directory. The aesthetic look and feel of the magazine makes a perfect backdrop for the design themes and materials that it features every month. Not only does Design Today feature cuttingedge design and architecture, it also adopts a wholesome, user-friendly approach and gives authentic information that the reader can use, not just admire. As the only magazine of its kind on Indian news-stands today, Design Today has become essential reading for architects, designers, real-estate developers, construction companies and materials business and home-builders. And, of course, anyone with a passion for design.
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5. Prevention
Product Overview Prevention, the health magazine for the 30-plus Indian woman, was launched in April 2007. Being the largest health magazine in the US, Prevention has shown American women how to lead an active, healthy life for the past 58 years. Two years on, Prevention has become one of the most trusted sources of health information in this country! Many women and men swear by Prevention already. A strong-panel of health experts and a crack team of columnists and journalists have made this possible. For the evolved, health conscious woman, Prevention has within its short existence in India, made a name for itself in the health care industry.
6. Good Housekeeping
Product Overview Launched in October 2004, Good Housekeeping is today the fastest-growing womens magazine in India. It is the contemporary, urban Indian womans self-help manual for all aspects of her life: her home, her relationships with children and friends, her health, looks, and culinary interests. Most of all, Good Housekeeping is a friend who helps her live up to her potential. The magazine is widely read across the country, both by homemakers and working women, who vary in age from the 20s to the 60s and beyond. It has been published for the last 124 years in the United States and over 80 years in the United Kingdom. Today, it has 16 worldwide editions, and a readership of over 58 million around the world. Endorsed by the countrys leading experts, it provides information that is reliable, engaging, spirited and optimistic. The USP is that even while being aspirational in parts, the magazine basically talks of and to real, everyday women.
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Good Housekeeping cover personalities who always have a story to tell, and are an inspiration to all. They are always cheerful, ready and able to take on lifes challenges. Some of the cover personalities include the late Benazir Bhutto, Oprah Winfrey, Shabana Azmi, Aparna Sen and Waheeda Rehman. As we continue to grow, we aim to further reach out to women via events, launches and shows across the country. We will continue to serve our readers with the most trusted, friendly and comprehensive advice that
we can offer.
7. Money Today
Product Overview Money Today is a comprehensive, easy-to-read personal finance magazine that steers clear of the jargon thats common to money-related issues. The content is both topical and timeless. Most important, it is utilitarian, offering readers clear tips on managing their money--be it investing in mutual funds, buying stocks or a house or car. It even offers help when negotiating a new salary or setting up your own business. In short, Money Today takes the guesswork out of investing and helps you maximize your returns.
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8. Readers Digest
Product Overview Readers Digest, the worlds most widely-read magazine, is created to inform, enrich, inspire and entertain people from all ages and cultures. With 50 editions in 21 languages, Readers Digest is sold the world over. The magazine has been present in India for the last 55 years and is currently published exclusively by the IndI a Today Group under licence from Readers Digest Association Inc., USA. With a paid circulation of close to 5,50,000 copies per month, Readers Digest is already Indias largest-selling English magazine with a readership in excess of 23,21,000 (Source - NRS) Readers Digest enjoys a very strong bond with its readers. A testament to this loyalty is the fact that a bulk of the magazines circulation is through subscriptions built on reader referrals and acclaimed direct marketing programmes. Under the leadership of the group, the magazine has grown from strength to strength.
9. Mens Health
Product Overview Mens Health was the first magazine to provide service journalism to men, and today, with over 46 editions worldwide, it is the worlds largest and arguably, the most influential mens magazine. Launched in 2006 to address the changing mindscape of the Indian male, the Indian edition of Mens Health is the largest selling and best-read mens magazine in the country, and is often credited with unleashing the six-pack phenomenon in India. You can follow daily updates on www.menshealthindia.com
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10.Cosmopolitan
Product Overview Cosmopolitan isnt just a magazine, its a religion. Now in its 13th year in India, Cosmopolitan is the worlds largest selling magazine, with 200 million readers annually in a 100 countries. Cosmopolitan is about celebrating women; it supports, encourages, entertains, amuses, inspires and upliftshelping its readers be the very best that they can be. For a girl who thinks of herself as fun and fearless, theres simply no other magazine. www.cosmopolitan.in is the online destination for the Cosmo Girl, complete with stories, features, tips, photos and quizzes.
11.Wonder Woman
Product Overview The online destination for Indian Women, www.wonderwoman.in provides the very best content for her in the various roles she plays, be it that of a mother, wife, lover, career woman, fashionista and more. Along with exclusive videos and text content, it provides as avenue for women to chat live with experts in varied fields and interact with other surfers through comments and forums.
12.Headlines Today
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Product Overview Headlines Today, Indias first exclusive 24-hr English news channel, was designed for individuals who want more than just news. The all-new Headlines Today has a programming and special features based format that gives the viewer not only the daily dose of news, but also a lot more. Catch all the episodes of your favourite programmes from the channel on www.headlinestoday.in, along with breaking news coverage and hourly updates
13.Business Today
Product Overview Business Today is Indias No.1 business magazine with the highest readership of 6,76,000 amongst all business magazines in the country (SourceNRS). It reaches a highly targeted audience of top business leaders and managers, who are also affluent consumers with diverse tastes and discretionary incomes to match. A product of liberalization, the magazine was founded in 1992 to chronicle the changing business topography of a new India. Since then, it has set new benchmarks in both reportage-led stories and survey-led listings. You can follow the latest updates, business news and all the survey-led listings on www.businesstoday.in. The website features blogs, special features from the editorial team of Indias leading business magazine along with interactives to track the stock markets. The Business Today Magazine is also available digitally across devices like the Kindle, iPad, Mac, Personal Computers and other tablets.
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14.Aaj Tak
Product Overview Aaj Tak was launched by TV Today Network as a 24-Hour Hindi news channel on 31st December 2000 in line with the Groups mission of exploring the television medium. Aaj Tak emerged as a clear trendsetter by making news a part of the average Indians daily life. In spite of a cluttered news space, Aaj Tak continues to set the news agenda and is the definitive channel of choice during important news events. Since inception, Aaj Tak has maintained its leadership in terms of viewership and impact. Not surprisingly, Aaj Tak has been awarded the Best News Channel by the Indian Television Academy for 10 successive years. Aaj Tak has won several accolades including Abbys, RAPA, Promax, Indian Marketing Awards, Indian Telly Awards etc. In fact, Aaj Tak is the only news channel to achieve a weekly reach of over 50 million. You can also follow Indias leading news channel online at www.aajtak.in with new videos added hourly, along with breaking news coverage, blogs, live chats with anchors and more. Also available on mobile handsets at m.aajtak.in
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15.India Today
Product Overview India Today was launched in 1975. And in just a few years, it became the leading news magazine in the country. Now, with editions in five languages, it is the most widely-read publication in Indiaa position it has held for over a decadewith a readership of over 11 million (Source: NRS)
At present, India Today is published in Hindi, Tamil, Telugu and Malayalam. These editions deliver the same credibility, incisiveness and authority to our readers, that has become the hallmark of India Today. To keep pace with the diversifying interests of its affluent readers, the India Today Group has added 5 magazines to its value proposition Simply, Aspire, Woman, and Spice & Home. In its online avatar, www.indiatoday.in brings you a daily connect with Indias leading news magazine through special articles, blogs, columns, breaking news coverage and more. Also available on mobile handsets at m.indiatoday.in. The India Today Magazine is also available digitally across devices like the Kindle, iPad, Mac, Personal Computers and other tablets.
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2.6.2 Competitors
The Hindu TYPE FORMAT OWNER PUBLISHER EDITOR FOUNDED LANGUAGE Political allegiance HEADQUARTERS CIRCULATION WEBSITE DAILY NEWSPAPER BROAD SHEET KASTURI & SONS N.RAM N.RAM September 20,1878 ENGLISH --------CHENNAI The Hindustan Times DAILY NEWSPAPER BROAD SHEET HT Media LTD Shobhana Bhartia Vir Sanghvi 1924 ENGLISH Centrist New Delhi, India
12,72,000(Citation needed) 1,143,000 Daily website = THE HINDU The Indian Express www.hindustantimes.com
DNA
DAILY NEWSPAPER BROAD SHEET Diligent Media cor. R Jagannathan July 30,2005 ENGLISH Mumbai
TYPE FORMAT OWNER EDITOR FOUNDED LANGUAGE HEADQUARTERS
DAILY NEWSPAPER BERLINER Indian Express Group Shekhar Gupta 1931 ENGLISH Mumbai, Chennai, Madurai, India
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CIRCULATION Mumbai, Chennai, Madurai, India The Indian Express.com 4,00,000
WEBSITE
Official site-Paper Syndication site
TYPE FORMAT OWNER EDITOR-IN-CHIEF FOUNDED LANGUAGE HEADQUARTERS WEBSITE
Daily newspaper Broadsheet Bennett, Coleman & Co. Ltd Jaideep Boss 1838 English New Delhi
www.timesofindia.com
(www.wikipedia.com) Every aspect of the India Today Conclave is meticulously planned and executed to give it the unique luster that makes it a highlight of the international events calendar year after year.
There are so many Competitors are there in the newspaper market for example HT, Times of India, Mid Day they serve their as like as mail Today.
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2.7
Market profile of the organization
Mail Today is a newspaper established in November 2007 , and published by the India Today Group in a joint venture with British newspaper Daily Mail (which is part of the Associated Newspapers Group). Associated Newspapers holds 26% stake which it bought at Rs. 18 Crore Currently there is one edition of the paper published from Delhi which consists of 48 pages.
The Daily Mail is a British, daily middle market tabloid newspaper. First published in 1896 by Lord Northcliffe, it is the United Kingdom's second biggest-selling daily newspaper after The Sun. Its sister paper, The Mail on Sunday was launched in 1982. Scottish and Irish editions of the paper were launched in 1947 and 2006 respectively. The Daily Mail was Britain's first daily newspaper aimed at the newly-literate "lower-middle class market resulting from mass education, combining a low retail price with plenty of competitions, prizes and promotional gimmicks", and the first British paper to sell a million copies a day. It was, from the outset, a newspaper for women, being the first to provide features especially for them, and is still the only British newspaper whose readership is more than 50% female. LMI was founded in 1975 and its first publication was India Today which was a fortnightly news magazine. Aroon Purie is the Chairman and Editor-in-Chief and Ashish Bagga is the CEO.There have been a slew of newspaper and magazine launches in India including two new general dailies in Mumbai Daily News and Analysis, or DNA and theMumbai Mirror and a new business
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paper Mint which was launched in February in both New Delhi and Mumbai. Also, HT Media Ltd, publishers of Mint, and arch-rivals Bennet Coleman and Company Ltd, publishers of the Times of India, got together to publish Metro Now, a tabloid. Driving the media spurt in the country of more than one billion people is a booming economy which has created a surge in advertising.
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CHAPTER 3
3. DISCUSSIONS ON TRAINING:
3.1 3.2 Work profile (Role and Responsibilities), tools and techniques used. Key learnings
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3.1
Work profile (Role and Responsibilities), tools and techniques used.
In MAIL TODAY, My role was management trainee in the organization working towards the progress and development of the organization. My responsibility is to increase the sales of Subscription and choose the Mass functioning Clients for the company. My main role is too aware the customer about my company and to work towards achievement of the allotted target.
My Role is expected to accomplish following task: To find Preference of students or customers towards newspapers. To understand media habits to consumer. Attitude towards Mail Today. To study the factors affecting apt customers to read Mail Today. a. Pricing b. Scheme c. Format d. content
In our project we had been assigned the task to find out reasons why apt customers (who know English) do not read The Mail Today newspaper and which factors make them uncomfortable about Mail Today. For that we went to Institutes, Societies, Tuition classes, Gardens, Seminar Halls and where our potential customers can be found. We surveyed Delhi Institute of Higher Education
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respondents by interview and filled our questionnaire. During this we came across with many problems which were cleared after discussing with our guider (RMD manager).
My responsibility is not only to increase the sales of Subscription and choose the Mass functioning Clients for the company but also submitted weekly progress report to Mr. Sumit Mattur at Jhandewalan office My Responsibility is expected to accomplish following task: Submission of weekly report Selling the Mail Today subscriptions Handling the customer quarries and their problem To increase the brand image and awareness among the reader Handling the team Maintain the decorum of the work To encourage and motivate the management trainees
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3.2 Key Learning
My experience with MAIL TODAY Group is unforgettable. During my training session, I have done lots of activities and learnt marketing, selling & promotional techniques. It was all systematically planned and implemented. I was in Marketing & Product Promotion division in New Delhi. We had Projects with us, which were to be completed in 2 months. Our main task was to promote the subscriptions of MAIL TODAY. First month, I directly approached the customers and learnt how direct marketing is done. Second month, I visited several Govt. offices like Banks, Insurance company, etc. and Corporate offices in New Delhi respectively to meet potential customers. I achieved my personal as well as professional goals and I had given business to the company.
My Team leader made me to think conceptually and broadly and taught business tactics which were really effective and valuable.
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3.2
Key Learning 3.2.1 Management Decision Problem 3.2.2 Buying Behavior 3.2.3 Consumers Behavior 3.2.4 Factors influencing consumer behavior 3.2.5 Details Model of Factors Influencing Consumer Behavior 3.2.5.1 Cultural Factors 3.2.5.2 Social Factors 3.2.5.3 Personal Factors 3.2.5.4 Psychological Factors 3.2.6 Buyer Decision Process 3.2.7 Purchase Decision
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3.2.1 Management Decision Problem: In order to provide better product and services
the managements of Mail Today was interested to know. The percentages coverage of their newspaper in the market. The type of news which can create interest among the readers. The criterions which an institutions looks for while subscribing to newspaper. The market offers which allures the customer. The main influence of buying decisions in a particular category of institution. The frequency with which an institution advertises itself or its product in a newspaper.
To find the solution and to arrive at conclusion for the above-mentioned management decision problems, a descriptive research was undertaken by using survey method. A structured questionnaire was given to respondents and designed to elicit specific information. This was done with the help of personal Interview. This method has several advantages. First, the questionnaire is simple to administer. Second the data obtained are reliable because are responses are limited to the alternatives used. Finally coding, analysis and interpretation of data are relatively simple. But one of its major disadvantages is that respondents may be unable or unwilling to provide the desired information. Secondary data such as information from websites, books and company sources was taken to assist primary data. Data collected was interpreted and analyzed with the help of various tools such as tables, pie charts, bar charts and histograms.
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3.2.2 Buying Behavior

Behavior is the interaction with the ambient surrounding environment, inherent in living creatures and mediated by their external and inner activeness. The fields of consumer behavior studies how individuals, groups and organizations select buy use and dispose of goods, services, ideas, experiences to satisfy their needs and desires. Studying customers provides clues for developing new products, product features, prices , channels, message and other marketing mix elements. Study of buyer behavior for any product is of vital importance to marketers in shaping the fortunes of their organizations. Thus knowledge of the buyer and his buying motives is a fundamental necessary for marketers.
3.2.3 Consumers Behavior

Consumer behavior is actions of consumers in the market place and the underlying motives for those actions; the study of consumer behavior is the study of how individuals make decisions to spend their available recourses (time, money, effort) on consumption of related items. Consumer behavior is helpful in understanding the purchase behavior and preference of different consumers.
3.2.4 Factors influencing consumer behavior

The behavior of buyers, both individual and organizational consumers, is influenced by the various uncontrollable factors. If management is to use the controllable (i.e. product, price, promotion and distribution) effectively, clear understanding of these uncontrollable factors is essential. The combination of various factors like personal, socio-economical and cultural, social and psychological, produce a different impact on each one of us as manifested in our different behavior as consumers.
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Buyer
CULTURAL
SOCIAL
PERSONAL
PSYCHOLOGICAL
Cultural Sub culture Social class
Reference group Family Role & Status
Age & Life cycle stages Occupation Income Life cycle
Motivation Perception Learning Belief & Attitude
3.2.5 Details Model of Factors Influencing Consumer Behavior

Personality
3.2.5.1 Cultural Factors:

Culture: Culture has a considerable bearing on the life style and consumption patterns of consumers. Culture affects motives, brand comprehension, attitude and intention to purchase. Much of our behavior is determined by culture, which represents an overall social heritage, a distinctive form of environmental adaptation by a whole society of people. It includes a set of learned belies viz. values; attitude, morals, customs, habit etc. and these beliefs are transmitted from one generation to another. Sub Culture: In Indian culture, we have some important basis of sub-culture such as nationality, religion, race, age, sex, occupation, social class and geographic location etc. which provides more specifics identification and socialization for its members. A sub-culture has its own beliefs, values and customs that set them apart form the other members of the same society. These sub-cultures are helpful for making market segmentation to influence customer behavior in more effective manner.
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Social Class: Social class is a relatively permanent band homogenous division in a society into which individuals or families sharing similar values, life styles, interest and behavior can be categorized. Consumer buying behavior is determined by the social class to which they belong or which they aspire.
3.2.5.2 Social Factors:

Reference Group: the consumer behavior is not only influenced by the family members but also by the group outside the family, the people to whom they interact. Reference group that is with whom the customer can interact directly or indirectly to take their opinions and beliefs. While taking a purchase decision, a consumer prefers to take the advice of reference group and attempts to conform to it. Some are primary groups with which an individual interacts regularly such as families, neighbor, close friends, colleagues. Primary groups are of informal nature. A customer may also belong to a secondary group with which an individual interacts occasionally and does not consider their opinion as important as primary groups. The example of secondary groups is religious, professional and trade union groups, which are more formal and require less interaction. Thus marketers should try to identify the reference groups of their target customers. Family: The family as a unit, is an important consumer for many products as the tastes, likes, dislikes, and lifestyle of a person are rooted in the family itself. It helps in shaping the pattern of consumption and indicating the decision-making roles. The members are played different roles such as the influence the person who influence the buying decision, initiator the person who
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senses the need for the purchase. Decide the person who takes the final buying decision and user the person who ultimately uses the product. Therefore for a marketer it is essential to identify these members and their respective buying roles. Roles & Status: A person participates in any groups family, clubs, and organizations. The persons position in each group can be defined in terms of role and status. A role consists of the activities a person is expected to perform. Each role carries a status. People choose products that communicate their role And status is society. Thus marketers must be aware of the status symbol potential of products and brands.
3.2.5.3 Personal Factors

Age and life Cycle Stages: Age is an important factor for segmenting the market as well as to influence buyers. The need for the products varies our lifetime. Consumption is also influenced by the specific stage of the family life cycle. Education & Occupation: Education widens a persons horizon. An educated person is more inclined towards advertisement than less educated one. The occupation shapes the consumption needs. Thus markets should try to design different products to design different products to cater the needs of different occupational groups. Income: Income is most important economical factor, which may influence the consumer demand. There are many products in the market, which the consumer wants to buy but his income may become a constraint. Here in this context income means the buying power in the hands of consumers of the net income available for spending.
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Life style: Every individual has its own living style. The life style of the consumer reflects from their own activities, thinking views etc. different roles played and status in the society reflects the life style. Thus the marketers should analyze activities, interests, opinions and demographic framework to look into the marketing opportunities emerging out of it to influence the buyer behavior. Personality: The behavior of every individual differs from another. The personality develops with certain unique characteristics called traits. While
Highlighting the personality in consumer behavior, psychologists interested in marketing have often referred to the contribution of personality traits. The personality traits differ in every individual.
3.2.5.4 Psychological Factors:

Need & Motivation: Human motives are based on needs. All human beings have different needs or variety of needs at all the time whether or not they are conscious of it. Broadly human needs can be classified in two categories i.e. primary and secondary needs. Primary needs or motives are physiological in nature such as need for air, water, food, shelter etc. these needs are finite in nature in the sense that one can consume only a certain quantity of it. Whereas the latter types of needs are social and psychological in nature which includes need for power, prestige, recognition, achievement etc. these needs are infinite in nature i.e. there is no limit to which the person may seek gratification.
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Perception: Perception is a major psychological factor that influences consumer behavior. The various ways in which the consumer perceives products and services plays a large part in his behavior in the market place. Learning: Learning refers to change in behavior, immediate or in future as a result of pervious experience. Buying behavior is critically affected by the learning experience of buyers. Attitudes: Attitudes are persons feeling in regards to some object or idea which may influence his buying behavior. Attitudes may be described as a predisposition of a person to act or react in a certain manner towards the Stimulus. Marketers may change attitude by producing a direct change in behavior. Stages in the buyer decision process: In making a purchase decision the consumer goes through the six stages of Need Recognition Pre-Purchase Information Search Evaluation of Alternatives Purchase intention Purchase decision Post Purchase Behavior
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Need Recognition
Search
Evaluation of alternative
Purchase Intention
Purchase decision
Post purchase behavior
Feed back
Individual influences
Environmental Influences
3.2.6 Buyer Decision Process

Need Recognition: The first stage of the buying process is the perceived want or a desire. A consumer gives preference to fulfill the most essential needs first and postpones the rest of needs due to limited purchasing power. Actually the buying process starts after recognition of a problem or need. The need can be arisen due to internal stimuli. The former one rises to a threshold level and becomes a drive, while the latter one can trigger a problem or a need. The marketer can, therefore develop marketing strategies that trigger consumer interest. Pre-Purchase Information Search: After the recognition of need, it can be satisfied promptly when the desired product is easily available. But the important thing is that what type of product can give the best satisfaction and from where and how it can be procured. Thus this is the stage Delhi Institute of Higher Education
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for gathering information to the attainment of a desired state of affairs. Search may be of two types internal and external. Internal search is a recalling of relevant information from outside sources. This stored information is much useful in making a purchase decision. Evaluation of Alternatives: Evaluation of alternatives identified during the search process is the critical stage in the buying process. During this stage, the consumer must develop a set of evaluative criterion for making the selection. This stage of buying process is helpful for the marketer to reposition his product. Purchase Intention: Once the question of consumer level of involvement and consumer perception of differences is sorted out, the marketer turns to study the stage of reaching at a purchase intention. A customer wish to buy a product to satisfy his needs but may not be aware of the total number of product varieties that are available at that moment or even out of the awareness the consumer Might not consider certain product varieties. However, out of the consideration set, a list of products is made out based on certain criterias which might lead to purchase intention to buy a product.
3.2.7 Purchase Decision

The purchase decision is the end result of the search and alternatives evaluation of the decision process. The consumers have developed their likes and dislikes during the previous stage. Sometimes the customer does not purchase his most preferred brand due to the one or other reasons. Sometimes the customers purchase the new brand just for trial. It the experience is
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positive in terms of satisfaction derivation then repeat purchase may occur. But the trial purchase is not possible in the costly items. Post-Purchase Behavior: Post purchase behavior refers to the behavior of a consumer finds that its performance or utility matches up to his expectation, give him most satisfaction. This behavior is reflected by repeat purchases. But if the purchase brand does not yield desired satisfaction then negatives feelings will occur which create anxiety and doubts. Marketers should be aware of all the ways to handle consumer dissatisfaction. Companies must invite the consumers complaints as a way to continually improve their performance.
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CHAPTER 4
4.1 STUDY OF SELECTED RESEARCH PROBLEM: 4.1.1 Statement of research problem. 4.1.2 Statement of research objectives. 4.1.3 Research design and methodology.
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4.1 Statement of research problem

News paper can play a vital role for up liftmen of society at a large. Organization tries maximum reader satisfaction with fulfillment of their requirements which vary reader to reader. So there is a need to study the effectiveness of their task. An effort has been made to present these studies in a simple style. Therefore respondents were given to full opportunity to give their opinion regarding measuring the satisfaction level of mail today news papers reader, the study is important consider because of the increasing use of news papers in the business
4.2 Statement of Research Objective

To study the pattern of buying newspapers adopted by the customer. To study the buying behavior of the customer. To know about the behavior of top management. To know about the thinking and pattern of customers. To know how consumer gets attracted. To know how much price matters for them To know who takes decision at home. To know who are the actual reader To decide what should be companys strategy.
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4.3 Research Design and Methodology 4.3.1 Research Design
MARKETING RESEARCH: The systematic and Objective process of gathering, recording and analyzing data for aid in making business decision or finding solution of business problems. The task of marketing (business) research is to generate accurate information for use in decision making. Research Process: Every research project has order of sequence of activity. In this project, these are main activities (stages). Stage (1) Defining the problem:
Problem is To find out reasons why apt customers do not read Mail Today newspaper
The objectives of project are: 1) Preference of students or customers towards newspapers. 2) To study the factors affecting apt customers to read Mail Today. 3) To understand media habits to consumer. 4) Attitude towards Mail Today. 5) To study the market development strategy of Mail Today.
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Stage (2) Research Design: Research Design is master plan specifying the methods and procedures for collecting and analyzing the needed information. Research type: Descriptive research Method used: By Pilot survey Procedure: went in colleges, hostels, multiplexes, various halls, BPOs and many other places. Stage (3) Planning for sample: Students who know English. Sample size: 1000 persons who know English Source of Data: Primary data & secondary data Primary Data: getting by survey Secondary Data: Web site of Mail Today, Old articles, projects, books. Research Instrument: Questionnaire. Types of Questions in Questionnaire: Open ended question and Closed ended question. Most of questions are in liker scale. Shortly these questions are going to measure-Attitude towards Mail Today, importance of cost to choose newspaper, availability of time and value addition by Mail Today in their life etc. Sampling Method: Random Sampling method will be used for gathering the necessary information. Stage (4) Collecting the Data: We went different-different places of Ahmadabad city like Institutes, shopping malls, gardens, BPOs, Colleges and taking personal interview. Stage (5) Analyzing the Data
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4.3.2 RESEARCH METHODOLOGY
Marketing research is the function that links the consumer, customer, and public to the marketer through information use to identify and define marketing opportunities and problems generate and refine and evaluate marketing actions, monitor marketing performance and improve understanding of marketing as a process. Marketing research attempts to provide accurate information that affects a true state of affairs. Sample size: 1000 consumers Sample Area: South and West Delhi. This project is based on the following two types of sources: 1. Primary Data: Descriptive research was undertaken by using survey method. A structure questionnaire was designed with the help of ordinal scale (ranking scale) and its was pretested and finally given to respondents to elicit specific information. This was done with the help of personal interview. This method has several advantages. First the questionnaire is simple to administer. Second the data obtained are reliable because the responses are limited to the alternatives used. Finally coding, analysis and interpretation of data are relatively simple. But one of its major desired information. 2. Secondary Data: Information from websites, books and company sources was taken to assist primary data.
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CHAPTER 5
5.1
ANALYSIS 5.1.1 Analysis of data 5.1.2 Summary of Findings
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5.1 Analysis of Data
Question No. 1
1) What are you doing? (A)Student (B) Employee (C) Businessman (D) Other (please specify)....
TABLE NO. 5.1 Showing category of Respondents Category Students Employees Businesspersons Others No. of categories of 263 82 49 6 non-Mail Today Mode = Students(263)
GRAPH NO.5.1 Showing No. of respondents of different category

300 250 200 150
263
100
50 0
82 49 6
Students Employees Businesspersons Others
As per survey conducted Study was focused on those individuals who know English but do not read English newspaper. According to above graph, students and employees were major segments that consist of approx. 86% of total non-Mail Today readers.
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Question No. 2
2) Which news paper are you reading? 1) T.O.I 4) The Hindu 2) H.T 3) E.T
8) Other (Please Specify):____________________
TABLE NO.5.2 Showing different Newspapers
Newspaper TOI HT ET No. of 225 150 90 Readers
The Hindu OTHER 50 = Times of India Mode (225) 75
GRAPH.NO. 5.2 Showing No. of readers of different newspapers

250 200 150 150 100 50 0 T.O.I H.T E.T Series 1 The Hindu Other 90 225
75 50
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`
Times of India and Hindus Times are the most circulated newspapers; approx 63% educated individuals are reading those newspapers in Delhi. These two newspapers are read by educated person, who know the English very well, so this is the big opportunity to extend the market and convince them to read Mail Today. Only approx 23% educated people reads English newspapers.
Question No. 3
3) How do you feel when you hear the name of Mail Today? ( Please tick on any one of graphics)
[[[[[
TABLE NO. 5.3 Showing different attitude Attitude(Graphical Scale) No. of respondents whose attitude towards Mail Today Percentage of attitude towards Mail Today Mean = 80 Good 248 62 Mode Neutral 126 32 = Good (248) Bad 26 6
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GRAPH NO.5.3 Showing attitude of respondents towards Mail Today
Percentage of attitude towards "Mail Today"

Bad 6%
Good
Neutral 32%
Good 62%
Neutral Bad
Approx 62% educated respondent who dont read Mail Today but their attitude towards Mail Today is good. This shows Mail Today having good brand or image in the mind of potential customers. Approx 32% educated respondent are having neutral attitude towards Mail Today. These respondents read Mail Today very hardly. These people know English but like to read other newspaper. They may not be much aware of the importance of Mail Today product
Question No. 4
4) What do you think about quality of information of Mail Today as compare to other English newspapers? (A) Excellent (B) Good (C) Fair (D) Poor (E) Cannot say
TABLE NO.5.4 Showing scale of quality of information of Mail Today Cannot Excellent Good Fair Poor say 121 205 40 6 28
QUALITY No. of respondents Percentage of Quality of information provided by Mail Today Mean = 80
30 Mode
51 10 2 = Good (205)
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GRAPH NO.5.4 Showing % of quality of information of Mail Today
Percentage of Quality of information provided by Mail Today

Cannot 7% Poor 2%
Excellent 30%
Excellent Good Fair Poor Cannot say
Fair 10%
Good 51%
The quality of information provided by the Mail Today is good because approx. 30% respondents said excellent and 51% good. This shows that Mail Today information is too specific and the newspaper is too friendly in nature. Above mean there are two categories 1.Excellent and 2. Good. So we can say that the most of people think Mail Today have quality of information with simple language.
Question No. 5
5) If you are subscribing any other newspaper then a expert says to purchase Mail Today than extra cost of Mail Today will important for you (A) Very important (C) Neutral (B) Fairly important (D) Not so important
(E) Not at all important
TABLE NO. 5.5 Showing how much extra cost will important for respondents Very Fairly Not so Not at all Important important Neutral Important important Scale No of respondents who think Importance of paying Extra cost of Mail Today over being Subscribed 92 98 114 71 25 Delhi Institute of Higher Education
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newspaper In % Mean GRAPH NO. 5.5 Showings23 = 80 24 29 Mode 18 6 = Neutral (114)
Not all imp so Imp. 6% 18%
Importance of paying Extra cost of "Mail Today" over being Subscribed Not at newspaper
V. Imp. 23%
Very Important Fairly important Neutral Not so Important Not at all important
Neutral Fairly Imp. 24% 29%
Every educated or non educated family is subscribing English newspaper (except Mail Today); if any person from that family wants to read Mail Today then they have to pay extra amount for Mail Today. This extra amount is very important for them. Now according to survey approx 47% respondent said this extra amount is important for them so they do not read Mail Today. For approx 24% respondents did not given importance to extra cost of Mail Today. And they became agree to subscribe newspaper. Approx 29% are neutral in paying extra cost. These respondents were first convinced with importance of Mail Today and they gave us their address and contact number for subscription but their parents do not read and write English so they are subscribing nonEnglish newspapers as they were not able to convince their parents. This is my assumption that this type of people come in this category.
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Question No.6 6) (a) If somebody provide you Mail Today at free of cost, than are you going to read it? why________________________________________ TABLE NO. 5.6.1 Showing effect of providing Mail Today free of cost
National Free Improveand Not of ment in Inform- Good Good International InterCost Language ation Content Reputation News Ested
Scale percentage of effect of providing Mail Today at free of cost
57
7.28
13.1
6.79
2.42
1.45
12.13
Mean
Approx 60
Mode
= Free of cost (57%)
GRAPH 5.6.1 Showing Percentage of effect of providing Mail Today at free of cost
Effect of provide Mail Today at free of National and cost International

News Good Reputation 2% 2% Good Content 7%
Not Interested 12%
for getting Information 13%

Improvement in Language 7%
Because you provide Free of Cost 57%
According to our survey, approx 57% respondents are ready to read Mail Today newspaper, if we provide at free of cost, it means that they are aware about it but they
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dont want to subscribe it, maybe they dont feel worth to its price or may be lack of communication of Mail Today. 31% respondent are ready to read because they know the benefit of reading Mail Today like to improve their English language, to get general knowledge, national and international news. Approx 12% respondent are not interested to read newspaper because they are getting the news from other sources like TV, radio, internet or from the market. (b) What will be frequency of reading Mail Today? (A) All of the time (B) Very often (C) Often (D) Sometime (E) Hardly ever TABLE NO. 5.6.2 Frequency of reading Mail Today at free of cost All of the Very Some Hardly FREQUENCY time often Often time ever Frequency of reading Mail 117 117 67 78 21 Today 80 117 Mean Mode
GRAPH 5.6.2 Showing Frequency of reading newspaper at free of cost

120 100 80 60 40 20 0 All of the time All of the time Very often Very often Often Often Some thing Some thing Hardly ever 21 78 67 117 117
Hardly ever
If we provide Mail Today at free of cost than 234 respondents said that they are going to
read newspaper very often, it means they like this newspaper. Mean is 80 which is near to Delhi Institute of Higher Education
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79, less than 117, it means average people is going read newspaper very often. There may be gap of communication of value or importance of Mail Today to target readers.
Question No. 7
7) How much reliable information of Mail Today is? (A) Very much (B) Much (C) Neutral (D) Not much (E) Not at all
TABLE NO. 5.7 Showing reliability of Information

Category Scale No of respondents who think Reliability of information of Mail Today Mean Very much Much Not at Neutral Not Much all
117 80
164
84 Mode
28 = Much (164)
GRAPH NO. 5.7 Showing reliability of readers on Mail Today Information

200 164 150 100 50 0 Very much Much Neutral Category scale Not Much Not at all 117 84 28 7
According to our survey, approx 281 out of 400 respondents rely on information provided by Mail Today, because of following these three reasons 1. Strongest brand in newspaper 2. Not adding mirch masala in news by Mail Today.
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3. Mail Today takes opinion from readers not vice-a-versa
Question No.8
8) Ticks on more than two relevant boxes. Time constrains to read any (English) newspaper. More time consumption to read English newspaper (Mail Today) Not easily available in your area (service/delivery problem ) (mention area____________________________________) Requirement to read other newspapers. Mention name Prefer to read Hindi newspapers at your home TABLE NO.5.8 Showing the problems faced by respondents Prefer Hindi Time Time News Constraints Consumption Not Read Paper Any For Mail Easily Other At Newspaper Today Available Newspaper Home 134 31 110 28 85 45 29 106 11 6 24 Mode Time constrains (134)
Category Scale No. of respondent IN % Mean
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GRAPH NO.5.8 Showing-
percentage of respondents having problem to read newspaper

prefer Hindi newspaper at home 24%
required to read other newspaper 6%
time constraints 31%
not easily availeble 11%
time consumption 28%
Like metro cities, Delhi people do not have time to read newspaper. They update
themselves by Internet, T.V. and radio. They just watch T.V. channels where channels like AAJ TAK, CNBC give information of every half an hour and get news. Approx 28% respondents have problem of time consumed to read any English newspaper, their English is not much improved so they get irritated by this and ultimately they switch over from English to N.B.T newspaper. In Hindi state, most of peoples mother tongue is Hindi, so approx 24% respondents prefer to read Hindi newspapers at their home. Educated family is also subscribing one Hindi newspaper at their home so their family members are definitely going to read Hindi newspaper.
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Question No. 9
9) Anything you dislike in Mail Today. ___________________________________________________ TABLE NO. 5.9 Showing dislike in Mail Today by students More Advertise Ments
DISLIKE Nothing Respondents who dislike in Mail 232 Today In % Mean 58 = 66
Sexy Images
Other
56 14
88 22 Mode
24 6 Nothing(228)
GRAPH NO.5.9 Showing
percentage of respodent who dislike in Other "Mail Today"

More ad. 14%
6%
Sexy image 22%
Nothing 58%
nothing
sexy image
more ad. other
Approx 58% respondents like each and every thing whatever comes in Mail Today. But some of them said that they could not subscribe and read it in front of their family because of sexy images of modals, some said more advertisement.
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Question No. 10
10) Problem with understanding the language of Mail Today? A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO.5.10 Showing respondents who having problem with language of Mail Today Strongly Strongly Scale Agree Agree Uncertain Disagree disagree No. of respondents have problem with understanding language 63 161 72 77 27 In % 16 40 18 19 7 Mean 80 Mode Agree(161)
GRAPH NO. 5.10 Showing-
percentage of respondents have problem with understanding language

7%
Disagree 19% Uncertain 18%
S. Agree 16%
Strongly Agree Agree Uncertain Disagree Strongly disagree
Agree 40%
APPROX 56% respondents are agree with problem of understanding language of Mail Today so it shows that respondents are very weak in understanding English language . People like to read Hindi newspaper than English newspaper even though they know English very well. They said that they are more comfortable with Hindi. So they like to read Hindi newspaper.
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Question No.11
11) Lacking in cover local news that other newspapers cover? A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO. 5.11 Showing coverage of local news Strongly Scale Agree Agree Uncertain Coverage of 59 86 155 news 15 21 39 In % 80 Mean Mode
Disagree
Strongly disagree
84 15 21 4 Uncertain(155)
GRAPH NO. 5.11 Showing local news cover by Mail Today
4%
Disagree 21%
S. Agree 15%
Agree 21% Uncertain 39%
If we look at graph then we can find that approx 36% respondents agree with that Mail Today is lacking in covering local news. They like to read local news first than national. They find more local news in local newspaper. Approx 39% respondents are uncertain about this. It means Mail Today is lacking in covering local news or people are not aware about it. Only approx 21% people disagree. Here mean is 80 and every data except uncertain are close to mean. More value is above mean that also prove that Mail Today lacking in covering local news. Delhi Institute of Higher Education
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Question No. 12
12) Do you think Mail Today is going to add value to your life? A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO.5.12 Showing people who think Mail Today is going to add value Strongly Strongly Scale Agree Agree Uncertain Disagree disagree No. of People who think Mail Today going to add value in 79 169 99 32 21 their life 80 Mean Mode Agree(169) GRAPH 5.12 Showing
No.of People who think Mail Today going to add value in their life
32 Uncertain 99 21
Strongly Agree 79
Strongly Agree Agree
Agree 169
Uncertain
Disagree
Strongly disagree
248 respondents agree with Mail Today going to add value in their life if they read Mail Today. So it shows Mail Todays importance in their life. They think that by reading Mail Today their English, life style, status are going to improve. 99 respondents are uncertain about it.
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Question No. 13
13) Is Mail Today providing information effectively to you? A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO. 5.13 Showing information provided effectively to you Scale Effectiveness information Mean Strongly Agree of 93 80 127 105 Mode 49 26 Agree(127) Strongly Agree Uncertain Disagree disagree
GRAPH NO 5.13 Showing effectiveness of providing information by Mail Today
Effectiveness of information
140 120 100 80 60 40 20 0 Strongly Agree 93
127 105
49 26
Agree
Uncertain
Disagree
Strongly disagree
Effectiveness of providing news to reader of Mail Today is good. 127 respondents agree with this thing.
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105 respondents are not aware about effectiveness of providing English news.
Question No. 14
14) Are T.V., Radio or internet giving more knowledge than Mail Today? A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree
TABLE NO. 5.14 Showing T.V and RADIO give more knowledge than Mail Today Strongly Strongly Scale Agree Agree Uncertain Disagree disagree knowledge more than 82 120 110 51 37 Mail Today 20 30 28 13 9 In % 80 Mean Mode Agree(120)
GRAPH NO. 5.14 Showing -
T.V. radio give more knowledge than Mail Today

9% 13% Uncertain 28%
S. Agree 20%
Agree 30%
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Internet, radio, T.V. and new emerging threat mobile are now main source of information. And because of this, newspaper industry is facing problem. People like to watch T.V., listening radio and new and big sources of information are Internet and mobile, people like assess this. So 50% respondents agree with T.V., radio and internet give them more knowledge than a newspaper. 28% respondents are not aware about that which is going to give more knowledge electronic media or print media.
NOW WHAT STUDENTS ARE THINKING ABOUT Mail Today?
1) Qualification Of Students (1) S.S.C (2) H.S.C. (3) Diploma (4) Graduate (5) Post Graduate (6) Engineers (7) Others___ TABLE NO. 5.15 Showing qualification of students Qualification Post of students H.S.C S.S.C Diploma Graduates graduates Others Engineers No. of Students 7 54 15 81 16 13 77 Mode Graduates(81)
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GRAPH NO. 5.15 Showing qualification of students
No. of Students 100 80 60 40 20 0 7 54 81 77
15
16
13
Out of 263 students, 81 are graduates, 74 are engineers and 54 are H.S.C students. So majority of students are graduate and engineers.
Question No. 2
3) How do you feel when you heard name of MAIL Today? (Please tick on any one of graphics)
TABLE NO.5.16 Showing attitude towards Mail Today Attitude No. of students Mean Good 176 Approx 90 Neutral 78 Mode Bad 9 Good (176)
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GRAPH NO. 5.16 Showing Attitude Of Most Of Students Are Good
180 160 140 120 100 80 60 40 20 0
176
78 9
Good
Neutral no of students
Bad
Approx 70% students having good attitude towards Mail Today. It means they like to read Mail Today may be in their college library, friends home or where Mail Today is coming. 78 students attitude is neutral because these students like only local newspapers and read Mail Today very rarely.
Question No. 4
4) If you are subscribing any other newspaper then a expert says to purchase Mail Today than extra cost of Mail Today will important for you (A) Very important (C) Neutral (B) Fairly important (D) Not so important (E) Not at all important
TABLE NO. 5.17 Showing Effect of Paying Extra Cost Mail Today category scale no. of respondent In % Mean very fairly important important neutral 64 24 59 23 52 72 27 Mode not so not at all important important 55 21 13 5
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GRAPH NO. 3.18 Showing No. Of Students Who Affected With Paying Extra Cost
not at all important 5%
very important 24% not so important 21%
fairly important 23%
neutral 27%
Most of students do not have income source and decision power n their hand. Suppose students have income source but cannot take decision without taking decision from his family members.
Question No. 5
5) Ticks on more than two relevant boxes. Time constrains to read any (English) newspaper. More time consumption to read English newspaper (Mail Today) Not easily available in your area (service/delivery problem ) (mention area____________________________________) Requirement to read other newspapersMention name Prefer to read Hindi newspapers at your home
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TABLE NO. 5.18 Showing problems of students. Time Time Not Read CATEGORY constraints consumption easily other SCALE any for Mail available newspaper newspaper Today No. of respondent In % Mean 134 31 110 26 85 45 11 mode 29 7 Prefer Hindi news paper at home 106 25 134
GRAPH NO.5.18 Different Problems Faced By Students
percentage of respondent
Required to read other newspaper 7% Not easily availeble 11% Prefer Hindi news paper at home 25%
Time consumption to read eng. newspaper 26%
Time constraints to read any newspaper 31%
Students are studying with job so they do not have that much of time to read English newspapers. Todays generation prefer news from T.V. internet and radio. So they do not prefer to read any newspaper. 26% students have problem with more time consumption to read English newspaper because they always like to communicate in Hindi language.
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Question no. 6
6) Problem with understanding the language of Mail Today. A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree TABLE NO. 5.19 Showing problem with understanding language of TOI. strongly strongly CATEGORY SCALE agree agree uncertain disagree disagree percentage of understanding language of Mail Today 30 106 53 63 11 In % 11 41 20 24 4 Mean 52 Mode Agree (106) GARPH NO. 5.19 Showing-
Percentage of understanding language of "Mail Today" strongly disagree

4%
strongly agree 11%
Disagree 24% Uncertain 20%
Agree 41%
strongly agree
agree
uncertain disagree strongly disagree
Most important thing is understanding language of any English newspaper and approx 52% students are facing this problem. Due to this they fear to subscribe English newspaper and switch over Hindi newspaper. These students may be studying in Hindi medium and do not required level of English.
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Question No. 7
7) Do you think Mail Today is going to add value to your life? A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree Table No.5.20 Showing No Of Respondents Think Mail Today Is Going To Add Value To Their Life. Category scale Strongly agree uncertain disagree Strongly agree disagree Numbers of respondents Percentage of people think Mail Today is going to add value in their life Mean 54 20.53% 127 48.28 % 54 20.53% 20 7.6% 8 3.04%
52
Mode
Agree (127)
Graph No.5.20 Showing
percentage of people think that Mail Today is going to add value in there life
Strongly Disagree 3%
Strongly Agree 20%
Disagree 8%
Agree 48%
Strongly Agree 54 Agree 127
Uncertiain 54
Disagree 20 Strongly Disagree 8
Uncertiain 21%
Most of the students are agree that Mail Today is going to add value in their life they can improve their English.
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They can also get general knowledge and update them self to sustain in this competitive market.
Question No: 8
8) Are T.V., Radio or internet giving more knowledge than Mail Today? A) Strongly agree B) Agree C) Uncertain D) Disagree E) Strongly disagree TABLE NO.5.21 Showing Who Is Giving More Knowledge Than Mail Toay Strongly Strongly agree uncertain disagree Category scale agree disagree Numbers of respondents Percentage of people think that TV. Radio Mean 62 23.57 86 32.69 65 24.71 29 11.02 21 7.98
52
Mode
Agree(86)
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GRAPH NO. 5.21 Showing
Disagree 11%
Percentage of people think that T.V RADIO or Internet give more knowledge than Mail Today strongly disagree
8%
stongly agree 23%
stongly agree 62 agree 86
Uncertain 25%
Agree 33%
Uncertain 65 Disagree 29 strongly disagree 21
Todays generation are very fast they are getting information from TV and radio and
Internet they dont want to spend their time in reading newspapers.
Most of the students are spending their most of time in front of TV and Internet so they
get most of information from there.
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5.2
FINDING AND INFERENCES
INTERPRETATION OF QUESTIONNAIRE
Approx 86% respondents are students and employees, who are Non-Mail Today readers. Educated people also like to read Hindi newspaper, because of their convenience with Hindi language. Because of good branding and too specific to information or news, approx 81% respondent think, quality of information of Mail Today is good. If expert suggest then to read Mail Today then extra amount of Mail Today over being subscribe Hindi newspaper, is very important for them. Now if we provide Mail Today at free of cost, then 57% of respondent going to read it, it means people do not feel worth to its prices or money is more important them and frequency of reading Mail Today (if we provide Mail Today at free of cost) is very often because 234 out of 400 respondents are ready to read Mail Today every day. 231 out of 400 respondents rely on information provided by Mail Today because of it brands, taking opinion from readers, and not adding mirch masala to it news. 31% respondents do not have time to read newspaper because of tight schedule or job. They get news from T.V., internet and radio. 28% respondents have problem with understanding language of Mail Today because of they do not know English perfectly. 24% respondents prefer Hindi newspaper at home because; they habituated to read Hindi newspapers with their family members. Mail Today comes with so many sexy images so member of family do not like to read is front of members. Most of respondent (approx 56%) have problem with language of Mail Today. There people prefer other news paper not Mail Today.
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If any newspaper does not cover local news, then nobody is interested to subscribe it, approx 36% respondent agree with Mail Tody lacking in covering local news. But 39% respondents are uncertain about it. Due to good branding, improvement in readers life, and status, 248 out of 400 think Mail Today is going to add value in their life. Mail Today provide effective information and 58% respondents like everything in Mail Today so respondent said whenever they get chance to read Mail Today, they read it. They getting information very well. 50% respondents agree with, internet, radio and T.V. are providing more knowledge than Mail Today. They like to take information, news from electronics media only.
WHAT STUDENTS ARE THINKING ABOUT Mail Today

Most dominated qualification of students is graduated and engineers. 47% respondent think that paying extra cost of Mail Today over being subscribes newspaper is important for them. 31% student having time constraints to read newspaper because they get these newspapers from friends or from anywhere else. They do not want to waste their time to reading newspaper. 26% of students are not comfortable with English language, so they take more time to understand and article and English newspapers. 25% of respondent prefer Hindi newspapers at home. 68% respondents agree with Mail Today that Mail Today is going to add value in their life if they read it regularly. Approx 56% of students are like to take knowledge from internet, TV, radio. They do not like to spend their time to read newspaper.
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CHAPTER 6
6 Summary and Conclusions

6.1 6.2 Summary of Learning Experience. Conclusions and Recommendations.
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6.1
Summary of Learning Experience
Market plays an important role in everybodys life directly or indirectly. Somewhere down the line it affects the life of everyone, no matter how insignificant the person may be. I came to know about it only when I faced the real market and interacted with the actual customers. It has been a good learning experience and the market taught a lot of things which I never thought of. The awareness level of people about news paper. The working experience at Mail Today was mixed. As mentioned in profile I had to contact raw prospects then making them aware of my organization and products. Sometimes they were interested sometimes they werent. But one thing I got at every single time, and that was confidence and the number of queries. Those queries prepared me better for the next times. As I monitored, there were many clients who used to rely more on the salesman rather than the company. While marketing the product, I also came in contact with several people who wish to have some brand name associated with their investment which made our job a bit easier. Hence, it could be concluded that future of this industry is bright and proper knowledge in this particular field may help one to explore new heights in his career.
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6.1.1 CONCLUSION
From above survey we conclude that
Non-Mail Today reader has a problem with understanding language. Mail Todya lack in covering local news. New generation like to take news from T.V, RADIO and INTERNET or any electronic media. Educated people like to read Hindi newspaper. In peoples mind, money is very important for them. During survey we found some strengths of Mail Today like1. Non-Mail Today have good attitude towards Mail Today. 2. They think Mail Today provide quality of information. 3. Mail Today will add value to their life. 4. Provide information effectively 5. They rely on information given by Mail Today
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6.2.2 Recommendation for the Mail Today

Students are the most potential market for Mail Today, so Mail Today Should give1. Promotional schemes to organization, classes or schools so new generation
becomes habitual to Mail Today Only.
2. More career news on regular basis (twice or thrice a week) on Mail Today
newspaper or start two supplements on career per week.
Give presentation on importance of Mail Today over other newspaper to these

readers(specially students) because
1. 63% educated respondents (students 66%) are reading Hindi newspaper.

2. 32% respondents have neutral attitude.
3. Approx 50% respondents think extra cost of Mail Today, over being subscribed
newspaper, is important for them.
To penetrate into the market for various reasons (based on finding and inferences.) 1. Make it compulsory for Vendorwala to put banner outside their home with toll
free phone number and vendorwalas mobile number and one lead line number.
2. Give toll free number on every copy of Mail Today one specific location.
3. Give some copies (fix 100, 200) to persons are coming in big clubs to make habituate to Mail Today.
4. Start SMS alert on mobile of short news. For register mobile number make some
arrangement in Mail Today website.
5. Improve distribution channel. As new generation like to take information from internet so improve e-paper, make reader
friendly, and make it easy to assess.
Tell disadvantage of going online like-eye problem, Cost of electricity, Computer,

Internet. Tell cost calculation of going online and start subscriptions. Delhi Institute of Higher Education
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Do not use abbreviation like SC (Supreme Court)
Reduce semi-nude images of models. Improve Grammar mistakes in Mail Today. Start giving more news on stock market.
Avoid repetition of news.

During survey we found some strengths of Mail Today likeo Non-Mail Today have good attitude towards Mail Today. o They think Mail Today provide quality of information. o Mail Today will add value to their life. o Provide information effectively o They rely on information given by Mail Today. Mail Today should high light these strengths in market to make them regular Mail Today reader.
Mail Today should survey like the Divya Bhaskar is doing they should give the
questionnaire in their paper .Divya Bhaskar is doing this survey every six months and find out the results of it and they will make the changes according to the consumers preferences. We had attached that questionnaire.
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SURVEY QUESTIONNAIRE FOR Mail Today
Please fill this to help Mail Today Serve You better. (The information provided by you will be kept strictly confidential.) (FOR PEOPLE WHO DONT" READ Mail Today) 1) What are you doing? (A) Student (B) Employee (C) Businessman (D) Other please specify....
A) Which news paper are you reading? 1) T.O.I 4) The Hindu 7) E.T 2) H.T 5) Business Standard 3) The Indian Express 6) N.B.T
8) Other (Please Specify):____________________
B) How do you feel when you heard name of Mail Today? ( Please tick on any one of graphics)
C) What do you think about quality of information of Mail Today as compare to other English newspapers? (B) Excellent (B) Good (C) Fair (D) Poor (E) Cannot say D) If you are subscribing any other newspaper then a expert says to purchase Mail Today than extra cost of Mail Today will be important for you (A) Very important (B) Fairly important so important (E) Not at all important E) If somebody provide you Mail Today at free of cost, than are you going to read it? Why? - ______________________________________ What will be frequency of reading Mail Today? (A) All of the time(B) Very often (C) Often (D) Sometime(E) Hardly ever F) How much reliable information of Mail Today? (A) Very much (B) Much (C) Neutral (D) Not much (E) Not at all G) Ticks on more than two relevant boxes. Time constrains to read any (English) newspaper. Delhi Institute of Higher Education
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(C) Neutral
(D) Not

More time consumption to read English newspaper (Mail Today) Not easily available in your area (service/delivery problem ) (mention area____________________________________) Requirement to read other newspapers. (Mention name) Prefer to read Hindi newspapers at your home H) Anything you dislike in Mail Today. _________________________________________________________ Rate Mail Today on these 5 scales. s. Questions Strongly Agree Uncertain Disagree Strongly no agree disagree 10 Problem with understanding the language of Mail Today. 11 Lacking in cover local news (any information fun also) that other newspapers cover? _____________ 20-40 40-60 60-80 80-100 How much % of that 0-20% information Mail Today cover? 12 Do you think Mail Today is going to add value to your life? 13 Is Mail Toda providing information effectively to you? 14 Are T.V., Radio or internet giving more knowledge than Mail Today? Personal detail:Name . Contact No. (15) Education (1)S.S.C(2)H.S.C(3) Diploma(4) Graduate(5) Post Graduate(6) Others__________
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BIBLIOGRAPHY: Books:
Kotler, Philip, et al., Marketing Management: A South Asian perspective, (13th ed; Delhi: Dorling Kindersley (india) 1994) Ch.6 & 8. Rao S. Shreenivas, Hand Book for Writers And Editors, (10th ed; New Delhi: (AMA2007) ch.6, page no. 49,ch.8, page no. 64-67,ch. 10, page no.102-111. Zinmund William G., Business Research Methods, (7th ed; New Delhi: Cengage Learning India Private Limited2002) ch.4, page no. 58-75
Internet:
S.no Name of site Article Name Date of the site visited
www.wikipedia.com
Mail Today, the Hindu, the 25 June 2011 Hindustan, Newspaper industry. Brief history industry. of newspaper 30 June 2011
www.newspaperin dustry.com
www.pbs.org
What you should know about 30 June 2011 newspaper industry? Case study of the Hindustan Vs 30 June 2011 The Times of India. What is going on newspaper industry? About company. Archives of newspaper industry. in the 1 July 2011
www.icmindia.com
www.mpdailyfix.com
5 6
www.indiatimes.com www.taipeitimes.com /News/editorials/archi ves/2004/02/05/20030 97557
1 July 2011 2 June 2011
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7
N.B.T NEWSPAPER
Questionnaire of newspaper survey.
N.B.T 8 July 2011
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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

I wish him all success in life

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Deepak Singh Regn. No. 1073901263 Roll No. 1090210010

CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

General Introduction about the sector

YOMIURI 1 SHIMBUN THE TIMES 8 OF India

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

1.2.1 Origin and Development of the Industry

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Future of the industry

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

AN Profile of the Organization

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

Origin of the organization

1. A large British publisher

3. Still serving Britains mid-market today

Delhi Institute of Higher Education

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CONSUMER BEHAVIOR TOWARDS NEWSPAPERS

7. But faced with limits on foreign ownership

8. Found a local partner in India Today

9. And quickly signed the deal