Consumer Perception on Printmedia

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A REPORT ON CONSUMER PREFERENCE IN SELECTING A
PRINT MEDIA AND CHALLENGE FOR THE COMPANY IN RETAINING THE CUSTOMERS. AND A STUDY ON THE CREST EDITION OF THE TIMES OF INDIA

By V.Manoj 09BSHYD0949

Name of the organization: The Times of India-Chennai

A REPORT ON CONSUMER PREFERENCE IN SELECTING A PRINT MEDIA
AND CHALLENGE FOR THE COMPANY IN RETAINING THE CUSTOMERS. AND A STUDY ON THE CREST EDITION OF THE TIMES OF INDIA

Executive summary:
This project is done by Manoj. V (09BSHYD0949) for The Times Of India, Chennai. The Times of India is the worlds largest circulated English daily in this world and the Times group has been a Kingdom in the print-media industry in the history of India. This project deals with the consumer behavior in selecting a newspaper whether they go for price , quality of the content or the service. It also analyses the preference of the content by classifying people based on a demographic factor , Age. This project also studies about the customers‟ reaction to competitor offerings and the awareness of the weekend premium edition The Crest. The research was done having 330 respondents and were interviewed for their responses. Ms Excel was used to perform this qualitative analysis . The 330 respondents chosen for the interview were already the customers of The Times Of India. The areas where the samples were taken Broadway , Parktown and Everest. Out of the research conducted , the results showed that subscribers for a newspaper always look out for its content, followed by the service and the price of the newspaper. This research also handed us important results on Content preference by various age groups , whether they want to have more of lifestyle and trend news , political and national news or the editorials. Based on the results obtained in the research, various suggestions and recommendations have been given such as improving the service quality and repositioning of the weeklong read , weekend edition Crest of The Times of India.

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TABLE OF CONTENTS Content Authorization Acknowledgments Executive Summary Introduction About the Industry About the Segment About the company Competitors of The Times Of India Project Details Description of the project Objective of the project Limitations of the project Main Text Work done Learning from the field work Research work Results of survey done Consumer Behavior Classification on demographics Content Preference Findings Page No. i ii iii 1 1 1 2 4 6 6 7 8 9 9 10 11 12 13 14 15 17

Consumer Behavior Overall behavior in 3 areas Consumer behavior based on age Content preference by age groups Customers’ reaction to competitor pricing Awareness about Crest Conclusions Recommendations References Attachments Questionnaire Photos of road shows

18 19 19 22 24 25 26 27 28 29 29 31

List of Illustrations Page No. Fig 1 Fig 2 Fig 3 Fig 4 Fig 5 Fig 6 Fig 7 Fig 8 Fig 9 Fig 10 Fig 11 Fig 12 Fig 13 Fig 14 Customers met in each area % wise Percentage of samples taken from each area Broadway consumer behavior Parktown consumer behavior Everest consumer behavior Overall consumer behavior in 3 areas Behavior1 of age group 18-25 Behavior of age group 26-40 Behavior of age group above 40 Content preference of age group 18-25 Content preference of age group 26-40 Content preference of age group above 40 Reaction of customers to price Awareness about Crest edition 11 12 17 18 18 19 20 20 21 22 23 23 24 25

Introduction:
About the Industry: Print media India offers a promising market for the print media industry. The Compounded Annual Growth Rate (CAGR) of 12 percent is due to the increase in the rate of literacy. The expected figures for the subsequent years are also high which denotes that there will be more number of readers for newspapers and magazines. By the end of 2010 it is expected that print media will grow to a value of Rs19, 500crore from its present value of Rs10, 500crore. Apart from this the Foreign Direct Investment (FDI) for this...
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