Web & Social Media Analytics Previous Year Question Paper.pdf
Consumer Perception and Preference towards MINT
1. RAHUL AUDDYA
UNITEDWORLD SCHOOL OF
BUSINESS
040201091
STUDY OF CONSUMER
PERCEPTION AND
PREFERENCE TOWARDS MINT
Mr. Hemang Gandhi Dr. Sunil Patel
(External Guide) (Internal Guide)
Deputy Manager Professor
MINT UWSB,
AHMEDABAD
2. CONTENTS
HT MEDIA LTD
MINT
CIRCULATION
DEPARTMENTS
DISTRIBUTION
RESEARCH METHODOLOGY
ANALYSIS & INTERPRETATION
FINDINGS
SUGGESTIONS
LIMITATIONS
02-12-20152 SUMMER INTERNSHIP PROJECT
4. Hindustan Times was founded in 1924 by Sunder Singh Lyallpuri,
founder-father of the Akali movement and the Shiromani Akali
Dal in Punjab.
K. M. Panikkar was its first editor with Devdas Gandhi (son
of Mahatma Gandhi) on the editor's panel. The opening ceremony
was performed by Mahatma Gandhi on 26 September 1924.
It has its roots in the Indian independence movement of the first half
of the twentieth century and even faced the noted "Hindustan
Times Contempt Case (August–November, 1941)" at Allahabad
High Court.
It’s products include: MINT, Hindustan Times, HT City, Shine.com,
Desimartini.com, FM Fever 104 and Livemint.com
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7. MINT Ahmedabad
edition
Magazines with MINT Stock market and
mutual funds
Monday to Saturday
Edited by: R Sukumaran
Monday to Friday: MINT
MONEY
MINT MONEY dedicated
page
Weekdays at 4/- and
Saturday at 10/-
Saturday: Lounge Insurance scheme on
half page
Formulate specification
50-52 cms in lengths
and 32.9 cms wide
Monthly: Indulge Collaborated with the
WALL STREET
JOURNAL
02-12-20157 SUMMER INTERNSHIP PROJECT
8. SWOT
STRENGTH WEAKNESS OPPORTUNITY THREAT
Berliner format easy to
handle
High on self promotion of
App
Fastest growing brand, 2nd
largest readership in 7 yrs
Brand loyalty to Economics
Times
Best in class paper quality,
attractive
Company compromising on
revenue by selling at Rs. 4
which is very low for the
magazine type paper
Very attractive to eye, low
on price, and thus accepted
duly.
Switching of customer from
traditional reading to e
reading
Bright use of colours and
printing quality
Covers lesser detailed
financial news compared to
the others
Advantage of e-paper, high
on advertisements, revenue
generation
High raw Material cost than
other papers.
As it includes huge amount
of colour and pictures
Business of Life, a premier
content on the centre spread
Excessive social media
presence can reduce the hard
copy distribution
02-12-20158 SUMMER INTERNSHIP PROJECT
9. PRICING
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Monday to Friday: INR 4
Saturday: INR 10
Yearly Cover Cost: 1560
Subscription Plans:
1. INR 899 (Whole Year)
2. INR 399 + (INR 40 per Month to Vendor)
3. INR 989 (Whole Year with Gift)
4. INR 509 + (INR 40 per Month to Vendor) {Gift
Included}
17. PARAMETER SELECTION
DATA SOURCE
Primary Data Source: Survey and
Questionnaire
Secondary Data Source: Company and
other websites
RESEARCH APPROACH
Survey at the time of sales and
questionnaire
RESEARCH DESIGN Exploratory research
RESEARCH INSTRUMENT Questionnaire
SAMPLE REGION Corporate offices, Banks and Stock Brokers
SAMPLING AREA Ahmedabad, Baroda and Gandhinagar
SAMPLE SIZE 200
CA, CS, Stock Brokers, Bankers, Investors,
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18. SIP TARGETS
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WHAT IS TO BE ACHIEVED? WHAT IS ACHIEVED?
Sales in Ahmedabad: 45 Sales in Ahmedabad: 223
Sales in Vadodara: 4 Sales in Vadodara: 5
First to sell Subscription amongst
team
Achieved
First Day highest sales figure Achieved
Lead a team of 11 interns from Sal
college and KS college
25. BUYING DECISION TOWARDS
MINT
02-12-201525 SUMMER INTERNSHIP PROJECT
3.08
3.04
2.52
1.37
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50
Rank the features which would affect your
buying decision towards MINT _ Colour of
Paper
Rank the features which would affect your
buying decision towards MINT _ Size of
Paper
Rank the features which would affect your
buying decision towards MINT _ Info
Graphics
Rank the features which would affect your
buying decision towards MINT _ Quality of
News
26. CHOICE OF SUPPLEMENT
NOT SUPPLIED WITH MINT
02-12-201526 SUMMER INTERNSHIP PROJECT
8%
19%
28%
29%
16%
Education
Employment
Industrial
Portfolio
Management
Social
28. MINT FEATURES: RANKING
02-12-201528 SUMMER INTERNSHIP PROJECT
3.91
3.91
1.92
2.42
2.84
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50
Rank the features of MINT in terms of news
content _ Political
Rank the features of MINT in terms of news
content _ Cultural
Rank the features of MINT in terms of news
content _ Corporate News
Rank the features of MINT in terms of news
content _ Tax and Legal Advice
Rank the features of MINT in terms of news
content _ Stock Market
29. RELATION BETWEEN AGE AND CHOICE OF
SUPPLEMENT WHICH IS NOT PROVIDED BUT
DESIRED
02-12-201529 SUMMER INTERNSHIP PROJECT
1
25
8
17
77
12
30
17
11
7
2
16
12
5
1
0
2
10
6
0 0
1 1
2
0
5
10
15
20
25
30
35
Education Employment Industrial Portfolio Management Social
Age 21-30 Age 31-40 Age 41-50
Age 51-60 Age 61+
30. RELATION BETWEEN GENDER AND SATISFACTION
LEVEL OF SUPPLEMENTS PROVIDED
02-12-201530 SUMMER INTERNSHIP PROJECT
7
0
12
16
13
1
82
69
Average Not Satisfying Satisfying Very Satisfying
Female Male
31. HYPOTHESIS 1: Monthly Income and attraction factor
to buy a financial newspaper
As the Pearson Chi-Square Level of Significance is higher than 5%,
(10.6%), the H0 (Null Hypothesis) hold true and Monthly Income and
attraction factor to buy a financial newspaper are independent.
02-12-201531 SUMMER INTERNSHIP PROJECT
0
10
20
30
40
50
60
70
Content Language Others Paper Quality Price
10001-15000
15001-20000
20001-25000
25001-30000
Nil - 10000
32. HYPOTHESIS 2: Education Qualification and reason for
subscribing to MINT
As the Pearson Chi-Square Level of Significance is higher than
5%, (12.9%), the H0 (Null Hypothesis) hold true and “Education
Qualification and reason for subscribing to MINT are
independent.”
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0
5
10
15
20
25
30
35
Brand Value Gifts and
Discount
Information Price Supplement
Graduate
Post Graduate
Under Graduate
34. MINT is more preferred at residences rather than
corporate offices here in Ahmedabad, because of the
striking magazines provided by MINT.
People with prolonged work experience and who has
stayed in the northern parts of the country prefer MINT
to Economic Times, Business Standard and Business
Line. MINT, in the northern parts of the country has a
wider market share and dominance as compared to the
names mentioned above.
Most of the newspaper readers in Gujarat, specially
Ahmedabad are not fluent English readers and rely
mostly on Sandesh, Divya Bhaskar, Gujarat Samachar
and NavGujarat Samay. 02-12-201534 SUMMER INTERNSHIP PROJECT
35. 02-12-2015SUMMER INTERNSHIP PROJECT35
Economic Times has a special Gujarati edition which
specifically targets Gujarati speaking and reading
readers. MINT only prints in English and thus loses
out on a fair share of market.
Colleges and B schools across Ahmedabad and
Baroda has wide readership of MINT.
MINT is the fastest taken away newspaper at airports
and lounges.
The discounted rates of subscription and gifts that are
given to subscribers are the prime sales driving force
for MINT.
Most respondents in the survey conducted do not
consider MINT to be a hardcore financial business
37. MINT should provide the option for online fund transfer
through the internet and Net Banking facilities. This makes it
way simpler for the subscribers to pay once they have
subscribed to MINT.
The number of supplements provided by MINT is very few in
number when compared to the Economic Times. If MINT
wants to create a market as huge as Economic Times.
The pricing of MINT should be kept constant for a longer
duration of time.
Interns working with MINT to increase readership should be
given proper sales territory.
The LIVEMINT app gets to much of attention and limelight in
the MINT newspaper, this can be reduced by a fair extent.
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39. Ahmedabad has a very limited number of English
newspaper readers, thus the market is limited by size.
There are very few readers in Ahmedabad who
appreciate MINT, its language, its association with
The World Street Journal.
There are over 7000 MINT readers in Ahmedabad
and the survey was conducted on 200 people only,
which is a very small sample in regard to the
population.
Economic Times has a huge brand name in
Ahmedabad and the brand value that people
associate with it is really difficult to switch to any other
brand, whether be it MINT, Hindu Business Line or
Business Standard. 02-12-201539 SUMMER INTERNSHIP PROJECT
40. PHOTO GALLERY OF EVENTS TAKEN IN-
CHARGE OF:
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Handling Baroda Interns Promoting MINT at ICSI Event at
The Fern Hotel: Mr. Gandhi,
Raktim and Me
