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Brm final report

  1. 1. AMSoM BRM ReportStudy on Buying and Reading Behaviourof people towards various NewspapersSubmitted To, Submitted By,Prof. Jinal Parikh Rajnish Busa (A-9) Paavan jingar (A-22) Harnish Ninama (A-34) Saksham Saharia (A-46) Rajnibala Vasaiya(A-59) Amrut Mody School of Management (AMSoM) 1
  2. 2. AMSoM BRM Report CONTENTSNo. Title Page No. Acknowledgement…………………............ 3 1. Executive Summary………………… 4 2. Indian Newspaper Industry…………5 3. Literature Review……………………8 4. Objective/Problem definition……….11 5. Approach to the problem……………12 6. Research Methodology……………....13 7. Observations & Analysis…………….15 8. Conclusion.……………………………27 9. Bibliography………………………….28 10. Appendices (Questionnaire)…………29 2
  3. 3. AMSoM BRM ReportAcknowledgementWe take this opportunity to humbly express our sincere thanks to all thoseconcerned with our Research project titled ―Study on Buying and Readingbehaviour of people towards various newspapers‖. We express deep feelings of gratitude to Prof. JINAL PARIKH (AmrutMody School of Management) for providing us the opportunity to work on suchan interesting project. Without her able guidance and sincere efforts this projectcould not have been successfully completed. Her invaluable guidance hasproved to be the key to success in overcoming difficulties we faced during thecourse of the project work. We are also obliged to all the respondents who took some time out of theirschedule and gave healthy response to our questionnaire. Moreover, we express our deep sense of gratitude to all the staff membersof our college, Amrut Mody School of Management, for their support andguidance to us.With regards,Saksham Saharia ,Paavan Jingar,Rajnish Busa,Harnish Ninama,RajniBala Vasaiya 3
  4. 4. AMSoM BRM ReportExecutive Summary This research project is conducted in order to understand the buying and reading behaviour of people towards various newspapers. Through this research work, we have tried to make a survey about how much are the people interested in reading newspapers; which newspapers they prefer to read; which genre of news they like the most and how do they rate various parameters with respect to the newspapers they read. The research also provides results that how the buying and reading behaviour varies with the age group and occupation. Also it brings about the various other things that people wish to see in the newspapers they read, and the reasons why they like/dislike reading the newspapers. The research methodology that we used for the project is questionnaire. The questionnaire is designed such that it covers all the objectives of the research work. The sample size is selected as 100 and the responses are analysed and conclusions are derived from it. 4
  5. 5. AMSoM BRM ReportThe Indian Newspaper IndustryNewspaper publication in the country began in Calcutta (now Kolkata) in the1780’s and by 1800 there were several dozen newspapers in English, with thenumbers increasing periodically. The Indian newspaper industry can be primarysegmented across three categories: English, Hindi and vernacular newspapers.There are approximately 1907 daily newspapers published in India of whichnewspapers in the vernacular language comprise 49.0% of total newspapers,followed by Hindi (42.1%) and English 8.9%. Most of the vernacular and Hindinewspapers have a regional focus. The English medium dominates the industryin terms of advertisement revenues, though vernacular newspapers outperformthe English newspapers in circulation. English newspaper industry in India has been fragmented with the playershaving a regional focus such as the Deccan Chronicle in Hyderabad, HindustanTimes in Delhi, Times of India in Mumbai, Hindu in Chennai, Telegraph andStatesman in Kolkata, Deccan Herald in Bangalore, Gujarat Samachar inAhmedabad. However, the industry is witnessing a trend whereby players arelooking beyond their home territories viz. Times of India’s and BusinessStandard’s entry into certain newer territories and Deccan Chronicle andHindustan Times also doing the same. The competitive landscape has now drastically changed with majorpublishers trying to expand to other geographic regions, initiating price warsand marketing campaigns to win readers. The competitive intensity, which wasquite ―mild‖ until few years ago, also reached a higher level with the launch ofDNA and Hindustan Times in the Mumbai market. A booming economy and the opportunity to raise funds from a well-developed financial market have also contributed to the growth of thenewspaper industry in India. Indian newspaper industry had a turnover of Rs13,500 crore in 2010. It is expected to touch Rs 15,500 crore. The size of mediaindustry in India as a portion of the GDP is estimated at 0.7%, which is lowerthan most of the developed and developing nations. Thus it offers a scope ofhigh growth in this industry moving forward. With rising income and educationlevel in India, readership is expected to rise and with favourable demographics,advertising revenues will increase as advertisers start spending more to attracthigher quality audience with more purchasing power. 5
  6. 6. AMSoM BRM Report Newspaper publication is usually issued on a daily or weekly basis, themain function of which is to report news. Many newspapers also furnish specialinformation to readers, such as weather reports, television schedules, andlistings of stock prices. They provide commentary on politics, economics, andarts and culture, and sometimes include entertainment features, such as comicsand crossword puzzles. In nearly all cases and in varying degrees, newspapersdepend on commercial advertising for their income. Present scenario is that by the time, people see a newspaper, most of themhave already learned about the breaking news stories on television or radio.Readers rely on newspapers to provide detailed background information andanalysis, which television and radio newscasts rarely offer. Newspapers notonly inform readers that an event happened but also help readers understandwhat led up to the event and how it will affect the world around them. The staff of a large newspaper works under the constant pressure ofdeadlines to bring news to readers as quickly as human energy andtechnological devices permit. Reporters, photographers, artists, and editorscompile articles and graphics—sometimes in just a few hours. Page designersassemble articles, photos, illustrations, advertisements, and eye-catchingheadlines into page layouts, and then rush their work to the printer.Newspapers as known today are complete with advertising and a mixture ofpolitical, economic, and social news and commentary.Business news papers in IndiaPublication of Business newspapers started in India by the launch of EconomicTimes on 5th march 1961. It has traditionally been the essential referencedocument on Indian business, polity, economy and finance. Its focus on themanagerial component and evolving business in India and abroad makes it thefavorite amongst intellectuals, managers as well as students and researchers,having recorded a staggering growth of 150% over the past few years. TheEconomic Times has emerged as the most widely circulated economic andbusiness daily in the country and among the top three English financial dailiesin the world. Business Standard was started in 1975 by the Ananda Bazaar group inwhat was then Calcutta, the paper was hived off as a separate company in 1996,and then bought by Mumbai-based financial investors, after which it began a 6
  7. 7. AMSoM BRM Reportphase of rapid expansion with the launch of new editions. The Financial Timesof London took an equity stake in BSL in 2004. Business Line or The Hindu Business Line is an Indian businessnewspaper published by Kasturi and Sons, the publishers of the very famousnewspaper The Hindu Business Line started publishing in 1994. It is Indiasyoungest business newspaper and also the countrys second largest selling, witha circulation of one lakh copies, next to the Economic Times. Financial Times entered into the market after Business Line, so did theHindustan Times, Mint and Financial Chronicle which is the youngest of the lot. 7
  8. 8. AMSoM BRM ReportLiteratureWhile conducting this research project, we required some literature base tounderstand the consumer behavior towards any products, the various factorswhich influence the consumer behavior and the stages in buying behaviorprocess. These details are necessary in order to develop an understanding aboutthe various patterns observed while making the survey regarding the buyingbehavior of people towards the newspapers. Apart from this, we came through some other researches also, with similarobjective, the results of which were useful in our study. We have includedexcerpts from this research for the Business newspaper, Business standard.The literature regarding buying and consumer behavior and the factorsinfluencing it-BUYING BEHAVIORBehavior is the interaction with the ambient surrounding environment, inherentin living creatures and mediated by their external and inner activeness. Thefields of consumer behavior studies how individuals, groups and organizationsselect buy use and dispose of goods, services, ideas, experiences to satisfy theirneeds and desires. Studying customers provides clues for developing newproducts, product features, prices, channels, message and other marketing mixelements. Study of buyer behavior for any product is of vital importance tomarketers in shaping the fortunes of their organizations. Thus knowledge of thebuyer and his buying motives is a fundamental necessary for marketers.Consumers Behavior:Consumer behavior is actions of consumers in the market place and theunderlying motives for those actions; the study of consumer behavior is thestudy of how individuals make decisions to spend their available recourses(time, money, effort) on consumption of related items. Consumer behavior ishelpful in understanding the purchase behavior and preference of differentconsumers. 8
  9. 9. AMSoM BRM Report 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. BuyerCULTURAL SOCIAL PERSONAL PSYCHOLOGICALCultural Reference group Age & Life MotivationSub culture Family cycle stages PerceptionSocial class Role & Status Occupation Learning Factors Influencing Consumer Behavior Income Belief & Attitude Life cycle Stages in the buyer decision process: Personality In making a purchase decision the consumer goes through the six stages,  Need Recognition  Pre-Purchase Information Search  Evaluation of Alternatives  Purchase intention  Purchase decision  Post – Purchase Behavior 9
  10. 10. AMSoM BRM ReportExcerpts from the concluding report of research conducted by BusinessStandard-  Out of a total sample of 150, 96 people said they are interested in subscribing for business newspaper along with regular newspaper i.e. almost 64%. Only 8% disagreed i.e. just 12 members out of 150.42 people strongly agreed that they are interested in subscribing for a business newspaper along with the regular newspaper.  Out of a sample of 150 almost 60% people said that they are more interested in reading financial dailies than regular newspaper (44% agree+16% strongly agree) and remaining 40% said they are interested more in reading a regular newspaper.  Out of a sample of 150, 138 people are interested, if they include a supplement on general news in a business newspaper (56% agree + 36% strongly agree). Only 12 people said that they are not interested in reading general news in a business newspaper.  Out of a sample of 150, most of the people disagreed with the above statement that they would like to see sports news in business dailies i.e. nearly 65% people disagreed. Only 24% people agreed that they would like to see and the remaining 12% are undecided.  Launching a new supplement on the IT sector can help in improving the sales of the newspaper to a great extent.  Annual magazines are very popular among all the categories of the sample taken as the content is good and the information provided by those magazines is quite good. The respondents wanted these magazines to be published more frequently.  There are major problems with the circulation of the newspaper, which need to be addressed immediately. There are only two executives to deal with vendors across Bangalore for implementing the newspaper subscriptions. As a result, most of the customers do not receive the newspaper. The vendors are also not willing to supply the paper as the commission they receive is very low when compared to other competitive papers. 10
  11. 11. AMSoM BRM ReportObjectiveThe objectives of conducting this research work are-  To know about people’s interest towards reading newspapers.  To know that which form of media they prefer the most to get themselves updated.  To know about people’s buying and reading behavior towards various newspapers.  To analyse how these behavior vary with age group and occupation.  To evaluate the newspapers based on various parameters, like content, price, language etc.  To evaluate the content of the newspapers on the basis of various parameters.  To understand what other things people wish to see in the newspapers of their choice.  To analyse why people like/dislike reading newspapers. 11
  12. 12. AMSoM BRM ReportApproach to the problem The need was to make a Qualitative study of the various newspapers available in the market to determine the various objectives of the research. The approach to these problems can be determined as follows-  First, we determined what may be the possible sources through which people keep themselves updated with the happenings around the world.  Then, we analyzed the various factors that may influence people’s decision towards reading a newspaper.  We determined which are the newspaper dailies and business newspapers prevalent in the market.  Then, we decided the parameters necessary to evaluate any newspaper.  Then, we determined the various features important in the content of any newspaper.  We also decided what may be the time and place where people would prefer to read newspapers.  Then, we designed a Questionnaire that covered all these information required for the research.  The questionnaire was designed so as to be easily understandable by the people and the questions were to the point and less in number, so that the respondent doesn’t get annoyed.  The questionnaires were analyzed and conclusions were drawn out of as many as 100 responses. 12
  13. 13. AMSoM BRM ReportResearch Methodology Research Design Type- The type of research design is Exploratory. The main purpose of such studies is that of formulating problem for more precise investigation or of developing the working hypothesis from an operational point of view. The major emphasis in such studies is on the discovery of ideas and insights. As such the research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspects of a problem under a study. Our study of analyzing the buying and reading behavior of people towards various newspapers also demands the Exploratory research design. Research Instrument used- The research instrument used for this project is Questionnaire. The questionnaire is designed such that it covers all the objectives of the research work. The language of the questionnaire is kept simple and easily understandable. The questions are to the point and convey the exact information required for the research. Also the number of questions is enough to solve the purpose of the research and not annoy the respondent. Through the questionnaire, we have tried to know about how much are the people interested in reading newspapers; which newspapers they prefer to read; which genre of news they like the most and how do they rate various parameters with respect to the newspapers they read. The questionnaire also helped in making analysis that how the buying and reading behavior varies with the age group and occupation. Also it brings about the various other things that people wish to see in the newspapers they read, and the reasons why they like/dislike reading the newspapers. The sample size is selected as 100 and the responses are analyzed and conclusions are derived from it. 13
  14. 14. AMSoM BRM Report Data collection sources- In order to conduct this research project, we collected data from the following primary and secondary sources- Primary Data sources- through the questionnaire, interaction with people and through our own observations, we developed the various aspects of research and asked people to put in their thoughts. Secondary Data sources- secondary sources include the similar research works already conducted with similar objectives, which we obtained through internet. Type of sample design- We have implemented Probability sample design in this research project. Under this sampling design, every item of the universe has an equal chance of inclusion in the sample. It is a blind chance alone whether one item or the other is selected. The results obtained from probability or random sampling can be assured in terms of probability, i.e., we can measure the errors of estimation or the significance of results obtained from a random sample, and this fact brings out the superiority of random sampling design over the non probability or deliberate sampling design. 14
  15. 15. AMSoM BRM ReportResearch AnalysisThe prospective study of descriptive research was undertaken by using surveymethod. A structure questionnaire was designed and finally given torespondents to elicit specific information. So from the all responses throughpeople we have interpreted following details of different questions ofquestionnaire. 1.) Gender and Age:- Gender Female 35% Male 65% Age 80% 60% 40% Age 20% 0% <18 19-35 36-50 >50 Interpretation: In the above two charts we can see that out of 100 sample size 65% respondents were male and 35% were females with different age groups. Out of which 5% were below age of 18 year, 70% were between 19 to 35 year, 18% were between 36-50 year and 7% were more than 50 year. 15
  16. 16. AMSoM BRM Report 2.) Occupation:- Occupation Selfemployed 20% Student Businessman 48% 11% Salaried 21% Interpretation: In the above chart we can see that we have surveyed people of different occupation for our research project and get the following information. Student - 48% Salaried - 21% Businessman - 11% Self-Employed - 21% So from this data it shows that we get maximum response from students who read newspapers more compare to other. 3.) Media:- Form of Media Other 13% Print Media 38% Electronic Media 49% 16
  17. 17. AMSoM BRM ReportInterpretation:-In the above chart we can see that most of people we surveyed get the newswidely from Electronic Media that is 49% and then from Print Media that is38%. And rests of others get the news from other sources that are 13%. 4.) Consumers interest in Current Affairs:- Interest in Current Affairs 6% 10% Very much Interested 52% Little 32% Not at allInterpretation:-In the above chart we can see that the interest of consumers to keep aware orhave knowledge of current affairs all over the world. So from survey we getfollowing information about consumer’s interest.Very Much Interested – 52%Interested – 32%Little Interested – 10%Not at all interested – 6% 17
  18. 18. AMSoM BRM Report 5.) Newspapers Dailies:- Newspapers Dailies 70% 60% 60% 50% 40% 36% 30% Newspapers Dailies 28% 20% 22% 20% 10% 12% 10% 8% 1% 1% 2% 0% Newspapers Dailies 2% TOI 22% 12% 1% IE 1% 60% DNA 28% HT 36% 20% GS 10% DB RP 8% GV NT Sandesh AM 18
  19. 19. AMSoM BRM ReportInterpretation:-In the above charts we can see that which newspaper dailies people subscribe toread. We get the following information.The Times of India (TOI) - 60%Indian Express (IE) - 10%DNA - 20%Hindustan Times (HT) - 8%Gujarat Samachar (GS) - 36%Divya Bhaskar (DB) - 28%Rajasthan Patrika (RP) - 1%Gujarat Vaibhav (GV) - 1%Navbharat Times (NT) - 2%Sandesh - 22%Ahmedabad Mirror (AM) - 12%So it can come to know that out of the total response of questionnaire frompeople The Times of India newspaper is subscribed more which is Englishnewspaper and then Gujarat Samachar newspaper which is Guajaratinewspaper. 6.) Business Newspaper:- For the Business Newspapers we ask question to respondents that do you read business newspaper with answer of yes or no and if answer comes to yes then which business newspaper. So from this we get the following information which we can see in following pie charts. 19
  20. 20. AMSoM BRM Report No 32% Yes 68% BL Business Newspapers 10% ET BS 37% 53%Interpretation:-In the above charts we can see that 68% people are reading BusinessNewspapers and 32% are not reading Business Newspapers. And that 68%people read which Business Newspapers has been also shown in above piechart.Business Standard – 53%Economic Times – 37%Business Line – 10%So we can say that people read Business Standard Newspaper more to keepupdated with business knowledge and affaires. Thus there is a lot of scope forthe growth of business newspapers in the present conditions. Many people are 20
  21. 21. AMSoM BRM Reportinterested in subscribing for business newspapers along with the regularnewspaper. 7.) Time and Place to read Newspapers:-We ask people following two questions to know their time and place of readingnewspapers. Question with relevant answer are as follow.  When do you like these newspapers? Daily in the Morning – 52% At Leisure Time – 22% Before Sleeping – 6% Not Fixed – 20% In morning At leisure Before sleeping Not fixed 20% 6% 52% 22%  Where do you prefer reading these newspapers? At Home – 75% At Library – 18% At Workplace – 6% While Travelling – 2% 21
  22. 22. AMSoM BRM Report At home At library At work Place Travelling 2% 6% 18% 74%So from above data we can say that most of people generally read newspapersin the morning time at their home and keep updated them with current affairs.They also like to read newspapers at their Leisure time or before sleeping andsome people also read newspapers in library or at their workplace. 8.) Newspaper Dailies Average Rating with following Features:-  National News  Local News  International News  Business News  Sports News  Movies  Weather Forecast Overall Rating Average Overall Rating Average 4.90 4.40 4.50 4.94 4.44 4.07 4.16 22
  23. 23. AMSoM BRM Report TOI Rating Average TOI Rating Average 5.40 4.94 4.68 4.50 4.40 4.25 3.80 GS Rating Average GS Rating Average 5.28 4.86 4.63 4.32 4.28 3.76 2.94 23
  24. 24. AMSoM BRM Report DB Rating Average DB Rating Average 4.76 4.86 4.94 4.60 4.26 3.40 3.70Interpretation:-In the above charts we can see that people have rate for various newspapersdailies with different features. And it is found that overall people prefer to readmore of National News, Movie and Entertainment related News, Sports Newsand Local News.For The Times of India (TOI) people prefer to read more of National News,International News, Local News and Sports News.For the Gujarat Samachar (GS) people prefer to read more of Local News,National News and Sports News.For the Divya Bhaskar (DB) people prefer to read more of Local News,International News, and National News. 9.) Dailies and Business Newspaper Average Rating with following parameters:-  Content  Timeliness of News  Language  Presentations  Advertisements  Contests/Games  Price Affordability 24
  25. 25. AMSoM BRM Report Overall Rating Average Overall Rating Average 4.71 4.75 4.40 4.18 4.22 4.12 4.01 TOI Rating Average TOI Average Rating 4.94 4.76 4.70 4.56 4.45 4.40 4.36 25
  26. 26. AMSoM BRM Report BS Rating Average BS Average rating 4.80 4.40 4.24 3.96 3.80 3.98 4.00Interpretation:-In the above charts we can see that people have rate for various newspapersdailies and business newspapers with different parameters. And it is found thatoverall people are more concern towards price and contents of the newspapers.For The Times of India (TOI) people are more concern towards contents,timeliness of news, price and presentation of the newspaper.For Business Standard (BS) people are more concern towards price, contentsand presentation of the newspaper.  When asked that what more would people like to see in their newspaper, majority of them emphasized over more knowledge based articles and news related to the city and updates over share market.  Moreover people said that they like to read newspapers to develop their knowledge base and keep themselves updated with the current happenings across the world. 26
  27. 27. AMSoM BRM ReportConclusionsThrough this research project we conclude that people like to read newspapersin order to keep them updated with the latest happenings across the world andhence they put more emphasis over the content of the newspapers. Anotherdetermining factor that influences the buying behavior of people towardsvarious newspapers is Price.As far as the reading behavior of people towards these newspapers is concerned,majority of people prefer to read newspaper at home in the morning time.People prefer to read more of Local and National news and also have interesttowards sports and Movies & entertainment news items. People would like toread more knowledge based news articles and more local news along with morenews updates from the share markets. 27
  28. 28. AMSoM BRM ReportBibliography 28
  29. 29. AMSoM BRM ReportAppendixQuestionnairePersonal details:Name: ______________________________________________________________Gender: Male  Female Age: <18  19-35  36-50  >50 Occupation: Salaried  Business  Self employed 1) Which form of Media, you prefer the most in getting the news across the world? Print Media  Electronic Media  Other sources 2) How much are you interested in knowing about the current affairs all across the world? Very much interested_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Not at all interested3) Which newspaper dailies do you prefer to read? The Times of India  Indian Express  DNA  Hindustan Times  Gujarat Samachar  Divya Bhaskar  Rajasthan Patrika  Gujarat Vaibhav  Navbharat times  Any Other(s) ___________________________________________________________4) Do you prefer to read Business newspapers? Yes  No  If yes, then please mention the name. Business Standard  Economic Times  Any Other(s) ____________________________________________________________ 29
  30. 30. AMSoM BRM Report5) When do you like these newspapers? Daily in the morning  at leisure time  before sleeping  not fixed 6) Where do you prefer reading these newspapers? At home  Library  At work place  Any other ______________7) On a scale of 1 to 10, rate the following features with respect to the content of your choice of newspaper dailies- Newspaper dailies Features 1. _________ 2. __________ 3.___________ 4.__________National NewsLocal NewsInternational NewsBusiness NewsSports NewsMoviesWeather forecast8) What else would you like to see in your newspapers? - _______________________________9) On a scale of 1 to 10, rate the following Parameters of the newspapers you read. Newspaper dailies Business newspapersParameters 1.________ 2.________ 3.________ 1.________ 2._______ContentTimeliness of newsLanguagePresentationAdvertisementsContests/GamesPrice affordability10) I like/dislike reading newspapers because: ________________________________________________________________________ ________________________________________________________________________ 30