Market research Project on Newspaper industry By: Gagan Pareek & Harish Nath
Objectives of study: Current Scenario. Our understanding of the category. Reading habits and preferences. Strength and weaknesses of the major brands. Suggestions for a new launch in this category.
Properties of Product and current SCENARIO Highly perishable. Highly dependent on distribution network. Time bound. Regional preferences. Language barriers. Completely different revenue model. Average time spent minutes/week
Major features of study: Nature of the study: Primary Research Target population : Youth population(age 25 – 40) Sample size: 50 Youth Coverage: Bangalore Location of Survey: CCDs Selection procedure: Random Method of Interview: Face to Face Duration: 2 Days
Influential Variables: Background Variables Name Age Sex Education Reading Habit Variables Buying Pattern Frequency Time Section of interest Home Variables Home Influence Mother tongue Future Goals Availability
Prominent newspapers in Bangalore: TOI The Hindu Business Standard Economic Times HT Bangalore Mirror E-Sanjay Deccan Herald The Telegraph Mint Other Kannada papers