The document discusses the changing reading habits due to the rise of electronic media and examines the decision-making process consumers engage in when purchasing hard newspapers. Utilizing a qualitative research method, it analyzes how internet usage impacts newspaper sales and highlights factors influencing consumer choices, such as age, language preference, and the perceived reliability of media. The findings indicate a significant dissatisfaction with mainstream media, with many respondents calling for a fairer news outlet and emphasizing the importance of investigative journalism.

1. DECISION MAKING PROCESS ON
PURCHASING A NEWSPAPER
MARKETING MANAGEMENT – 2
Venkat Iragavarapu
Karan Ahuja
Gyaneshwar Reddy Vangala
Harshit Mishra
Keshav

2. INTRODUCTION
The reading habits are changing as a result of the advent of networked electronic services. With an
increasing amount of time spent in reading electronic documents, a screen-based reading behaviour is
emerging. Without opening the pages of books or newspapers, e-documents enable to read about
interesting topics, fresh news, and any kind of information. Without going to a library or a bookstore, we
can find books to read. Hence research is required to answer the question whether the Internet is threat or
a supplement to the traditional reading habits with reference to the advantages and shortcomings of
Internet based reading habits.
OBJECTIVE
To understand the decision making process of the
consumer while purchasing a hard newspaper.

3. METHODOLOGY
SAMPLE SIZE
Qualitative research method is used for conducting research and a detailed description of observations is
highlighted in the analysis report.
HYPOTHESIS : Usage of internet is affecting the sales of buying a hard newspaper.
INDEPENDENT VARIABLE : Usage of Internet
DEPENDENT VARIABLE : Sales of hard newspaper
The total Sample size taken for the present study is 120 and the sample method used is Stratified sampling
method where the survey has been done by dividing the population in to different age group people

4. QUESTIONNAIRE USED DURING SURVEY RESEARCH
1) Gender
1) Male 2) Female 3) Others
2) Age Group
1) <18 2) 18-30 3) 31-50 4) 50+
3) Which language newspaper do you prefer ?
1) Regional Language 2) Hindi 3) English 4) Others
4) What is your Profession ?
1) Student 2) self employed 3) professional 4) Others
5) Which section of the newspaper you read the most ?
1) Films 2) Sports 3) National 4) Business 5) International 6)Others
6) Which mode of newspaper would you prefer
1) Online 2) Offline 3) Both
7) Which of the following newspapers do your prefer to read the
most?
• Times of India
• The Hindu
• Deccan Chronicle
• Other newspapers
8) Does internet usage decreased your amount of time in reading
newspaper
• Yes
• No
9) Do you use app to update news?
• Yes
• No
10 ) How much time do you spend in reading news on daily basis?
• Less than 20 minutes
• >30 minutes to an hour
• Greater than one hour
• 2 hours or more
11) How much money do you approximately spend on newspapers
on a weekly basis?
• >30 rupees
• 31-50 rupees
• < 50 rupees
12) Is price a barrier in purchasing a newspaper?
• Yes
• No
13) How do you buy the newspaper?
• Monthly prescription
• Whenever went outside for market
• Kirana stores near to home
• Library

5. Decision Making Process
Need Recognition:
To be Informed of News across happening across the world
To enhance knowledge across various domains like Technology ,Politics , Business News etc
Information Search:
• Consumer will rely on Offline mode like print, visual media, word of mouth for obtaining
information.
• Online mode like Digital media(Epaper) to obtain information required by individual
Purchase Decision:
• Analyzing all the alternatives consumer will take a decision
• Newspaper is a single source of information of all the alternatives available ,Based on the
understanding consumer will choose to prefer regional or English newspaper
Post Purchase Behavior:
• Consumer after purchasing the newspaper will be loyal only If the consumer expectations are met
• If there are any deviations in expectations ,consumer will search for the alternative
Evaluation of Alternatives:
• Blogs , Magazines, articles ,research papers ,newsletters ,publishes from different organizations on
different domains will share some insights

6. Factors Affecting Decision making -
Newspaper
Need
Recognition
• Need
recognition is
usually
triggered by
internal stimuli
with in
individual
• External stimuli
can also create a
need and
drives(Eg:Discus
sion with
friend about a
topic)
• Reliability and
Accuracy of
the desired
information
required for
the consumer
will be
evaluated
during
information
research
Information
Research
Alternative
• Ease of use
and
perceived
usefulness
,economic
factors,
demographic
affect
purchase
decision
Ex:(Price per
edition etc)
• Post
purchase If
the service
offered
and Quality
(News not
competitive
compared
to other
vendors).
• Price and
Trust on the
source of
information
also impacts
on loyalty
Purchase
Decision
Post
Purchase
• Culture,
Demographic
and
Psychological
factors affect
alternative
choices
Ex:(Consumer
s will search
for regional
language as
they feel
comfortable
with regional
language)

7. Segmentation Strategy
The newspaper company has
used following segmentation
strategies:
• Demographic segmentation
• Psycho-demographic
segmentation
• Behavioural segmentation
• Benefit segmentation
• Demographics divide consumers
into groups based on variables
such as gender, age, income,
social class, religion, race or
family lifecycle.
• Psychographics divide the
market into groups based on
personality, lifestyle and values
variables.

8. Influencing the consumers
Search
Offline- Through TV
ads, sponsorships
towards socially
beneficial events
Online- Through SEO
and Google adwords,
Facebook ads
Alternative
Evaluation
Through discounted
subscription models
By pitching for true
journalism
Channel
Selection
Demographics to
decide between
pitching online or
offline
Revenue models rely
on advertising in both
chennels

9. Mechanism for post-purchase feedback
The primary purpose of the survey being to gauge the perception of
the mainstream media.
The gauge the response, the survey is conducted both online (email
and facebook) and offline among over 120 respondents, mostly in
the age range of 18-40 years.
A variety of questions are being asked from the respondents on what
they feel about the present prevailing media.
Some of the facts came out to be, a vast majority of 85% people
thought that today’s mainstream media was heavily biased. Only 5%
people believe that the mainstream media is fair, and the remaining
10% are undecided

10. Conclusions
More than 80% people are not satisfied with the prevailing ongoing Media in the country.
When asked which media they thought was most reliable, 44%, a majority of the respondents, called for
a new fair and reliable media outlet.30% see Social Media/Internet a more reliable source of news
compared to the print and the electronic media.
The first and the foremost, fairness and transparency are what they expect from the media.
Media considered the fourth pillar of democracy should honestly play its role, should not be biased and
should be corruption free.
Hence, Media houses should pay focus on investigative journalism rather than some agenda journalism
done by other media houses to increase its viewership.
Along with the same, Media houses should focus more on national interest rather than personal and
business interest.