Divya Bhaskar market research by jayshah316
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A market research on the professional's perception towards Divya Bhaskar newspaper for the area of Vadodara, Gujarat, India. This research was undertaken by a group of people who have a sound knowledge of market research.
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Divya Bhaskar market research by jayshah316
- 1. Presented by: Anand Dabasara Amit Keswani Bhumika Brahmbhatt Jay Shah Sujay Shah
- 2. Research Methodology: Research Purpose: To understand the perception of professionals for Divya Bhaskar newspaper. Research Objective: To understand the news readers' likings and behavior. Sub-objective: i) To determine the preference of the professional readers towards Divya Bhaskar’s current newspaper. ii) To determine the reading habits of the professional readers. iii) To understand what the professionals expect in the news.
- 3. Type of research: Descriptive research undertaken to understand the perceptions. Primary survey done by visiting an organization’s township (Gotri) and stock broking firms of Vadodara. Total Population: 137 professional readers. Type of sampling: Simple random sampling technique was used for the research. Convenient samples were selected by the researchers.
- 4. 4 Sampling Frame: We included professionals of various designations with various years of experiences. Doctor, Engineers, MBA, B.Com/BBA, CA, Others (Diploma Holders). Sampling units: Professionals were the sampling units (respondents) under study. Total 100 samples were being researched. Tool used for marketing research: Questionnaire was used to fill the responses of the respondents. Method of research/survey: Interviews of the respondents were taken for getting detailed insights into their perceptions.
- 6. Market Share of Newspapers (in %) ET (Guj+Eng) 34% Gujarat Samachar 20% TOI (Guj+Eng) 18% Divya Bhaskar 15% Sandesh 8% Others 5% ET is the most preferred newspaper while Sandesh is the preferred among the top-known newspapers. DB is at the mid-point of preference.
- 7. Newspaper classification on the basis of language Gujarati 69% English 29% Hindi 2% There is great importance given to vernacular language (Gujarati) while least consideration is given for Hindi language.
- 8. 28 44 38 Which type of NEWS do you prefer? Online Mobile App The business share of physical newspaper is declining because of mobile apps and e-paper.
- 9. 6 1 7 3 4 5 8 2 0 1 2 3 4 5 6 7 8 9 Which section do you prefer to read in newspaper? (Rank) Rank Reading Stock Trading news is most preferred while the Sports updates is least preferred.
- 10. 7 6 4 1 2 5 3 0 1 2 3 4 5 6 7 8 What type of articles do you prefer to read? Rank Business related articles are most read while articles related to Spiritualism are least read.
- 11. 22 51 27 0 10 20 30 40 50 60 5 A.M. - 6 A.M. 6 A.M. - 7 A.M. 7 A.M. - 10 A.M. At what time do you receive your newspaper? Time 6am to 7am is most suitable time for the delivery of the newspaper.
- 12. 84 16 Are you satisfied with your current newspaper? Yes NO 84% of the people are satisfied with their current newspaper. While 16% of the people are dissatisfied with their current newspaper.
- 13. 86 14 Do you think newspaper is a good source of networking? Yes NO 86% of the people think that newspaper is a good source of networking.
- 14. 62 38 Do you prefer to read advertisement and job publication in the newspaper? Yes NO 38% of the people do not prefer reading ads and job publications in the newspaper.
- 15. 4 5 6 2 1 3 0 1 2 3 4 5 6 7 Gujarat Samachar Divya Bhaskar Sandesh Times of India Economic Times Business Standard Rank the following Newspapers on 1 to 6 in terms of professional’s paper ET is perceived as best newspaper for the professional’s. Sandesh is least considered to be professional’s newspaper. DB ranks at no. 5 which shows there is scope of improvement.
- 16. 4 3 1 5 2 7 6 0 1 2 3 4 5 6 7 8 Rank the following Attributes of a newspaper from 1-7 Content is ranked as the most important attribute in a newspaper while the accessibility is not an issue now-a-days.
- 17. 42 58 Would you like to prefer DB if it starts supplement related to Finance/Economics? Yes No Majority of people will not prefer DB’s finance/economic news related supplement.
- 18. 56 44 Would you like to prefer DB if it starts separate professional’s newspaper related to Finance/Economics? Yes No Majority of the people will like to read DB’s finance/economics related separate newspaper.
- 19. 19 Various sections offered in the separate newspaper to be launched: 1) Indian Economy 2) World Economy 3) Performance of stocks 4) Intraday Trading 5) Commodity 6) Currency Derivatives 7) Equity & Derivatives 8) Corporate Information 9) NSE/BSE Best Performers 10) Personal Finance 11) Insurance 12) Other Foreign Stock Markets 13) Financial products and schemes 14) Market Data, Corporate Action, News Analysis 15) Regulatory bodies (RBI, SEBI, etc.)
- 20. 0 2 4 6 8 10 12 14 16 IndianEconomy WorldEconomy Performanceofstocks IntradayTrading Commodity CurrencyDerivatives Equity&Derivatives CorporateInformation NSE/BSEBestPerformers PersonalFinance Insurance OtherForeignStockMarkets Financialproductsand… Market-MarketData,… Regulatorybodies(RBI,SEBI,… Engineer C.A. B.com/B.B.A Doctor MBA Other Which sections you would like to prefer if DB starts separate professional’s newspaper?
- 27. 27 Findings: Market Share of Divya Bhaskar newspaper is only 15% which can be improved because the regional language is still dominant. As online readership and mobile applications are becoming more popular, Divya Bhaskar can capture this network and reduce costs. Divya Bhaskar should go for separate Finance/Economic newspaper instead of providing a supplement along with the newspaper.
- 28. 28 Limitations: •Time constraints. •Budget constraints. •Preferences/Perceptions of readers. •Budget of the readers.
- 29. Thank you!