ANALYSIS OF READER PREFERENCES FOR BUSINESS NEWSPAPER: - COMPARATIVE STUDY BETWEEN MINT AND BUSINESS STANDARD

“ANALYSIS OF READER PREFERENCES FOR BUSINESS

NEWSPAPER: - COMPARATIVE STUDY BETWEEN MINT AND

BUSINESS STANDARD”

PRESENTED BY,

SAYANTAN SAMANTA

2K15MKT020

PRESENTATION

ON

Content

About the company Work done on the project Objective of the project Research Methodology Data analysis & Interpretation Findings of the study Recommendations Conclusion Bibliography

About

Head quarters at Gandhi Marg, New Delhi Founded by Raju Narisetti Launched on february 1, 2007 in collaboration with WSJ 3.4 lakh readers in 9 years The Editorial team comprises of leading columnists and

industry experts and is headed by R. Sukumar.

Work done on the Project

In primary phase my main aim was to increase the brand awareness and visibility of MINT newspaper in various places in Delhi NCR.

In the second phase of work I have done the survey under Hindustan Times. They have assigned me the area Gurgaon for collecting the data.

In third phase of work I have been told to do the mint subscription in Delhi NCR and visit corporate offices at given area and make them aware about our new yearly subscription summer offer (Rs. 699 Mon to Fri).

Objective of the project

To study the consumer awareness and business newspaper brand preference among the target customer.

To study the price satisfaction level of the consumers towards their financial dailies.

To compare MINT and Business Standard newspapers for their features, news quality.

Research Methodology

Source of data

a) Primary data - in this research primary data includes interviews, field surveys, telephonic surveys and questionnaires.

b) Secondary data - The secondary data collected in this report is via reports, newspapers and internet sources.

Target sample

Corporate Professionals 45Businessman 20

Chartered Accountants 20Faculty/Professors 05Government Officials 10

The sampling units (Total 100 respondents) in this research are :

Sampling Area & Sampling Technique

Sample area

Various regions within Delhi were covered as sample area. Such as Jasola, Cannaught place, Gurgaon, saket, noida etc. Sampling Technique

The sampling technique employed in this research is SIMPLE NON-RANDOM SAMPLING METHOD.

Data Analysis & Interpretation

Total respondent : 100Mint & BS readers : 45

INTERPRETATION: 18% of the people are young and 30% are 30 to 40 aged people and rest 52 % are 40+ from the 100 respondent.

INTERPRETATION: ET has a large share of readership of 32 %. Mint is at 3rd position after Business Standards with 20% and BS has 25% of readership share.

INTERPRETATION : In future E-news could be a better option for the people. But what will happen to the paper industry that is big threat as well as opportunity for mint to sustain in the market.

INTERPRETATION : 50% of the younger people prefer mint over others newspaper and while it comes to 30 to 40 age people their Mint and BS has only 23% of each whereas ET is leading on that group of age.So Mint has to more focus on 40 to 60 age people.

INTERPRETATION : Mint is leading in Mint money(15 out of 45) which is the most awarded section. But Mint can more focus on corporate and policy section because here Mint is lacking behind.

INTERPRETATION : From the above chart the most preferable section of Business Standard is corporate section (16 out of 45).they can improve in financial section to compete Mint.

INTERPRETATION : 19 people of mint readers are highly satisfied and 25 of the readers are satisfied . So price satisfaction level is good as per customer review.

INTERPRETATION : 36 people from total number of respondent(45) are highly satisfied and 8 of them are satisfied. So in pricing BS has advantage over Mint.

INTERPRETATION : So almost 42 %(19) says that quality wise Mint has a very good quality of news So in customer mind mint has great impression.

INTERPRETATION : As per the above graph 87%(39) are says that the quality of news in the Business Standard newspaper is good and only 13% says that it is very good. So as far as quality is concern Mint is little better than Business Standard.

Findings of the study

A large number of population generally young respondents prefer to read Mint because of its unique format combined with high quality of analysis.

Readers of higher age group still prefers reading ET, BS, FE. Since Mint is not a popular brand among gen X. Mint can more focus on these people.

34 % of the people are reading news via news applications available on all the operating systems.

► While interaction with people I found that the customers were not

that much satisfied about the delivery of the Mint newspaper.

► some respondents refused yearly subscription of Mint for just Rs. 699

because it wasn’t a combo offer with Hindustan Times.

Findings of the study(cont…)

Recommendations

► Creating more brand awareness for senior corporate people.

► Retention of customer is mandatory. (feedback from existing

customer)

► Publishing Sunday edition

► The management can design a Vendor relationship management

program for increase in sales.

Conclusion

► After analyzing the market and conducting the survey, I came to

know that Mint is really #3 in terms of financial daily.

► Most of the readers rated Mint the best in terms of quality &

analysis. But still changing a customer’s choice is a tough job.

► In price satisfaction level Business Standards has advantage over

mint.

► Apart from 45 sample(MINT and BS readers), there are 12 people

who are reading mint along other newspaper. They have not prefer

Mint because of vendor issue.

Bibliography

• https://en.wikipedia.org/wiki/HT_Media• http://www.livemint.com/• http://www.htmedia.in/Historyd6f3.html?Page=Page-

HTMedia- History• http://www.slideshare.net/BabasabPatil/a-project-report-

on-comparative-analysis-of-the-new-indian-express-times-of-india

• Google.com

THANK YOU