1- To study the consumer awareness and business newspaper brand preference among the target customer. 2- To study the price satisfaction level of the consumers towards their financial dailies. 3- To compare MINT and Business Standard newspapers for their features, news quality.

1. “ANALYSIS OF READER PREFERENCES FOR BUSINESS
NEWSPAPER: - COMPARATIVE STUDY BETWEEN MINT AND
BUSINESS STANDARD”
PRESENTED BY,
SAYANTAN SAMANTA
2K15MKT020
PRESENTATION
ON

2. Content
 About the company
 Work done on the project
 Objective of the project
 Research Methodology
 Data analysis & Interpretation
 Findings of the study
 Recommendations
 Conclusion
 Bibliography

3. About
 Head quarters at Gandhi Marg, New Delhi
 Founded by Raju Narisetti
 Launched on february 1, 2007 in collaboration with WSJ
 3.4 lakh readers in 9 years
 The Editorial team comprises of leading columnists and industry
experts and is headed by R. Sukumar.

4. Work done on the Project
 In primary phase my main aim was to increase the brand awareness and
visibility of MINT newspaper in various places in Delhi NCR.
 In the second phase of work I have done the survey under Hindustan Times.
They have assigned me the area Gurgaon for collecting the data.
 In third phase of work I have been told to do the mint subscription in Delhi NCR
and visit corporate offices at given area and make them aware about our new
yearly subscription summer offer (Rs. 699 Mon to Fri).

5. Objective of the project
 To study the consumer awareness and business newspaper brand
preference among the target customer.
 To study the price satisfaction level of the consumers towards their
financial dailies.
 To compare MINT and Business Standard newspapers for their
features, news quality.

6. Research Methodology
Source of data
a) Primary data - in this research primary data includes
interviews, field surveys, telephonic surveys and
questionnaires.
b) Secondary data - The secondary data collected in this
report is via reports, newspapers and internet sources.

7. Target sample
Corporate Professionals 45
Businessman 20
Chartered Accountants 20
Faculty/Professors 05
Government Officials 10
The sampling units (Total 100 respondents) in this research are :

8. Sampling Area & Sampling
Technique
 Sample area
Various regions within Delhi were covered as sample area. Such
as Jasola, Cannaught place, Gurgaon, saket, noida etc.
 Sampling Technique
The sampling technique employed in this research is SIMPLE
NON-RANDOM SAMPLING METHOD.

9. Data Analysis & Interpretation
Total respondent : 100
Mint & BS readers : 45
INTERPRETATION: 18%
of the people are young
and 30% are 30 to 40
aged people and rest 52
% are 40+ from the 100
respondent.

10. INTERPRETATION: ET has a large share of readership of 32 %. Mint is at 3rd
position after Business Standards with 20% and BS has 25% of readership
share.

11. INTERPRETATION : In future E-news could be a better option for the people.
But what will happen to the paper industry that is big threat as well as
opportunity for mint to sustain in the market.

12. INTERPRETATION : 50% of the younger people prefer mint over others
newspaper and while it comes to 30 to 40 age people their Mint and BS has
only 23% of each whereas ET is leading on that group of age.
So Mint has to more focus on 40 to 60 age people.

13. INTERPRETATION : Mint is leading in Mint money(15 out of 45) which is
the most awarded section. But Mint can more focus on corporate and policy
section because here Mint is lacking behind.

14. INTERPRETATION : From the above chart the most preferable section of
Business Standard is corporate section (16 out of 45).they can improve in
financial section to compete Mint.

15. INTERPRETATION : 19 people of mint readers are highly satisfied and 25 of
the readers are satisfied . So price satisfaction level is good as per customer
review.

16. INTERPRETATION : 36 people from total number of respondent(45) are
highly satisfied and 8 of them are satisfied. So in pricing BS has advantage
over Mint.

17. INTERPRETATION : So almost 42 %(19) says that quality wise Mint has a
very good quality of news So in customer mind mint has great impression.

18. INTERPRETATION : As per the above graph 87%(39) are says that the
quality of news in the Business Standard newspaper is good and only 13%
says that it is very good. So as far as quality is concern Mint is little better
than Business Standard.

19. Findings of the study
 A large number of population generally young respondents prefer to read Mint
because of its unique format combined with high quality of analysis.
 Readers of higher age group still prefers reading ET, BS, FE. Since Mint is
not a popular brand among gen X. Mint can more focus on these people.
 34 % of the people are reading news via news applications available on all
the operating systems.

20. ► While interaction with people I found that the customers were not that much
satisfied about the delivery of the Mint newspaper.
► some respondents refused yearly subscription of Mint for just Rs. 699 because
it wasn’t a combo offer with Hindustan Times.
Findings of the study(cont…)

21. Recommendations
► Creating more brand awareness for senior corporate people.
► Retention of customer is mandatory. (feedback from existing customer)
► Publishing Sunday edition
► The management can design a Vendor relationship management program
for increase in sales.

22. Conclusion
► After analyzing the market and conducting the survey, I came to know that
Mint is really #3 in terms of financial daily.
► Most of the readers rated Mint the best in terms of quality & analysis. But still
changing a customer’s choice is a tough job.
► In price satisfaction level Business Standards has advantage over mint.
► Apart from 45 sample(MINT and BS readers), there are 12 people who are
reading mint along other newspaper. They have not prefer Mint because of
vendor issue.

23. Bibliography
• https://en.wikipedia.org/wiki/HT_Media
• http://www.livemint.com/
• http://www.htmedia.in/Historyd6f3.html?Page=Page-HTMedia-
History
• http://www.slideshare.net/BabasabPatil/a-project-report-on-
comparative-analysis-of-the-new-indian-express-times-of-india
• Google.com

24. THANK YOU