The study found that the majority of targeted customers read a financial newspaper, with most preferring a general newspaper. The Economic Times was the most preferred brand, followed by Business Line, then Business Standard. Key factors in deciding which newspaper to read included coverage, language, and following the brand read by elders or colleagues. The document outlines the research methodology used in the study.

2. CRITERIA USED BY CUSTOMERS IN SELECTING
BRANDS OF FINANCIAL NEWSPAPER
(CONSUMER BEHAVIOR)
Presented by:
Abdulkader Baji
Roll No.:09
MMS
2011- 2013
Vivekananda Education Society’s
Institute Of Management Studies And Research
Chembur, Mumbai.

3.  Studies buyer’s decision making
 Useful in making various marketing decisions
 Helps to reduce the risk in decision making.

4.  One of the oldest and most credible financial daily
 Started in 1975 by Anand Bazaar Group
 Growing rapidly & consistently, it is circulated in more
than 1000 cities across the country
 Published from 12 locations in English and Hindi
 Combined readership of over 200000

5.  Chairman – T.N. Ninan
 Chief Editor – A.K. Bhattacharya
 Regular Columnist – Pranab Bardhan
Surjit Bhalla
Bimal Jalan
Nitin Desai
Gurucharan Desai
Indira Rajaraman
Ajit Ranade

6.  Vision:
To expand the market-share of Business Standard amongst the
potential market present in the Indian market and also to ensure
that the publication be the best in the country.
 Mission:
To stand at respectful position in this marathon and keep up with
the pace of the changing needs of our valuable readers so as to win
more and more readers and also to being backed up by a strong
product company needs to deliver.
 Business Ethics:
Business Standard is a neutral and most credible business
newspaper. It is a discipline of collecting, analyzing, verifying and
presenting information regarding current events, trends, issues
and people.

7.  The Economic Times
 Business Line
 Financial Express
 Mint
 Financial Chronicle

8.  Two days Induction program
 We were trained there on different products and
properties of Business Standard
 Catalogues for the different products under brand BS
like Business Standard Broadsheet, Business Standard
– Hindi, BS – Motoring, Fund Manager, BS – 1000,
Banking Annual etc.
 Trained by our Area Sales Manager and the Marketing
Manager on the lines of pitching any customer for
sales.

9.  Worked as a research cum sales executive
Approach -
 Quantitative Survey and subscription sale
 Collected through a hard copy questionnaire

10.  Interns were divided into teams
 Headed by a BS employee
 Meeting on daily basis
 Data was provided by the TL

11.  Direct Selling (Door to Door Selling)
 Tele Sales
 Reference from the customers

12.  Corporate executives
 Investors and Stock brokers
 Businessmen
 Bankers
 Management students and professors
 Chartered Accountants & other Professionals
 Students

13.  Data Source
 Primary data source- Questionnaire
 Secondary data source- Internet
 Sampling area - Mumbai
 Research instrument - Questionnaire
 Method of contact - Personal

14.  Majority of the targeted customer read a
financial newspaper
 Most of the people prefer a general newspaper
 People decides to start reading the paper read
by the elders at home as well as people from
same profession
 Coverage plays an important role

15. Preferred Brand Below 25 – Above Total
25 30 30
Business Line 5 3 2 10
Business Standard 2 3 4 9
The Economic 10 12 5 27
Times
The Indian Express 0 0 1 1
Mint 2 1 0 3
19 19 12 50

16.  BS is the third most preferred brand after ET
and BL.
 It is also noticed that evcryone does not read a
business newspaper daily.
 People are satisfied with the paper they read.
 Most of the readers agree that the language
used in BS is simple for them.

17.  Selling skills
 Customer behaviour
 How to handle a customer’s complaint
 Handling clashes with the TL/superiors

18.  Competitive pricing
 Come up with new creative advertisements
 Build proper positioning in the minds of the readers
 Service check calls at regular intervals
 Make some events with corporate to spread awareness
 Collaborate with B-schools to provide copy of daily at
their home.

19.  Increase the font size of stock detail
 Give more job related advertisements
 Improve print quality

20.  Name :
 Age :
 Address/Place :
 Gender :
 Contact No. :
 E-mail Id :
 Occupation :
 1) Do you read a financial newspaper ?
 2) Which business newspapers do you read?
 3) How frequently do you read a business newspaper?
 4)How much time do you spend reading a newspaper
 5)How do you get your business newspaper?

21.  6)Do you find difficulty in the language of the economic daily
 7)Which factors do you consider while purchasing the newspaper
 8) Which other Newspapers have you read?
 9) How did you decide upon which business newspaper to read?
 10)Are You Satisfied with your decision of purchasing the financial
newspaper?