Times of India

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Consumer decision process and competitor profile:

The Times Of India


Table of Contents

1. Background2
2. Need or Purpose Identification2
3. Customer Analysis3
3.1 Stimulus Response Model3
3.1.1 Consumer Characteristics3
3.1.2 Consumer Psychology4
3.2 The Purchase Decision Process: Five-Stage Model 4 3.2.1 Problem Recognition 5
3.2.2 Information Search5
3.2.3 Evaluation of Alternatives6
3.2.4 Purchase Decision7
3.2.5 Postpurchase Behavior8
4. Identifying Competitor8
5. Competitor Profile10
5.1 Hindustan Times10
5.2 The Hindu11
6. Exhibit 1 (Top 10 English Dailies in India)13
7. Exhibit 2 (Survey Questionnaire select results)14


The Times of India is a leading English-language broadsheet daily newspaper in India. It is owned and managed by Bennett, Coleman & Co. Ltd. which is owned by the Sahu Jain family. Newspapers in India are measured on two parameters, circulation and leadership. The newspaper has the widest circulation among all English-language broadsheets in the world. In 2008, the newspaper reported that (with a circulation of over 3.14 million copies) it was certified by the Audit Bureau of Circulations as the world's largest selling English broadsheet newspaper and making them as the 8th largest selling newspaper in any language in the World. According to Indian Readership Survey (IRS) 2008-R2, it has gained readership by 13.3 million ranking them as the Top English Newspaper in India by readership.

Regional Supplements:

The Times of India comes with several city-specific supplements, such as Delhi Times, Calcutta Times, Bombay Times, Hyderabad Times, Kanpur Times, Lucknow Times, Nagpur Times, Bangalore Times, Pune Times, Ahmedabad Times and Chennai Times, The Times of South Mumbai, The Times of Doon, Meerut Plus, Haridwar Plus, Bhopal Plus.

Other regular supplements include:

|Times Wellness (Saturdays) |Times Wellness focuses on solutions to health issues and guidance to better living | |Education Times (Mondays) |Education Times caters to the ever-expanding student community and learning experience, as a career | | |guidance, counsellor & adviser. | |Times Ascent (Wednesdays) |Editorial of Times Ascent centres on human resource development, and the impact and implications on | | |business and society. | |Times Life (Sundays) |Times Life is the supplement which is feature-driven. | |What's Hot (Fridays) |Focus on latest happenings/events. Special pages created for channels and details of programmes. | | Rouge (Saturdays) |Concentrates on women's interest areas. |

Need or Purpose Identification

Times of India as a newspaper, as per our understanding, serves following purposes:

1. Source of generic news i.e. political, social, scientific trivia etc.

2. Source of financial news (3 dedicated pages for business and finance).

3. Source of entertainment by means of its page 3 content including Bollywood / Hollywood related news, cartoons, horoscope, puzzles like Sudoku etc.

4. Source of promotions/ advertisement.

5. Source of social networking through its classified and matrimonial section

6. Source of opinion formulated by experts through editorials and special reports.

3. Customer Analysis

3.1 The Stimulus-Response Model



A consumer’s buying behaviour is influenced by cultural, social,...
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