chirag final report

8/4/2019 Chirag Final Report

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PROJECT

ON

CRITERIA USED BY THE CONSUMER IN SELECTION

OF BRAND OF FINANCIAL NEWSPAPER

Submitted in partial fulfillment of the requirements for

Master in management studies.

SEMESTER: II

2010-12

SUBMITTED BY

Name: CHIRAG J PARMAR

MMS Roll No. 32

Batch: 2010 - 2012

H K Institute of Management Studies and Research,

Jogeshwari,

Mumbai 400102


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H K Institute of Management Studies and Research,Jogeshwari, Mumbai 400102

JULY 20-- - DECEMBER 20-- / MAY JUNE 200_

Students Declaration

I hereby declare that this report submitted in partial fulfillment of the requirement of the award

for the Masters of Management Studies degree to H K Institute of Management Studies and

Research is my original work and not submitted for award of any degree or diploma fellowship

or for similar titles or prizes.

I further certify that I have no objection and grant the rights to H K Institute of Management

Studies and Research to publish any chapter/ project if they deem fit in Journals/Magazines and

newspapers etc. without my permission.

Place : Mumbai

Date : 30/07/2011

Name : Chirag J Parmar

Class : MMS I Sem. II

Roll No. : 32.


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Certificate

This is to certify that the dissertation submitted in partial fulfillment for the award of

Master In Management Studies of H K Institute of Management Studies and Research

is a result of the bonafide research work carried out by Mr. Chirag J parmar under mysupervision and guidance, no part of this report has been submitted for award of any

other degree, diploma, fellowship or other similar titles or prizes. The work has also not

been published in any Journals/Magazines.

Date Industry/NGO guide : _______________

Company : _______________

Place: Designation : _______________

Project guide : Prof. Dipika singh Prof. K.C. Pandey

Core Faculty Director

H K I M S R H K I M S R


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ACKNOWLEDGEMENT

During the perseverance of this project, I was supported by different people,

whose names if not mentioned would be inconsiderate on my part. I would like to

extend my sincere gratitude and appreciation to Prof. Dipika singh who initiated

me into the study of CRITERIA USED BY THE CONSUMER IN SELECTION

OF BRAND OF FINANCIAL NEWSPAPER.

It has indeed been a great experience working under them during the course of

the project for their invaluable advice and guidance provided throughout this

project. I also owe my sincere gratitude to Prof. K.C.Pandey (Director ofHKIMSR).

I would also like to thank the following people who through their experience have

enlightened me on the practical aspects of this subject without whom the study

would not have been carried out successfully.

o Mr. Madhav modghade

o Mr. Vaibhav pore

o Mr. Prabhakar singh

I would also like to give my sincere gratitude to all my college librarian staff

because of whom I am able to complete my project .


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CHAPTER 1

CHAPTER 2

CHAPTER 3

CHAPTER 4

ANNEXURES

1.1 Executive Summary

2.1 Introduction

2.1.1 Introduction to Company

2.1.2 Introduction to Project

2.2 Objectives

2.3 Methodology

2.4 Sampling Design

2.5 Limitations

3.1 Analysis & Findings

4.1 Conclusions

4.2 Recommendations

A.1 Questionnaire

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2

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31

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SIGNIFICANCE OF THE STUDY

This project will help the Business Standard Ltd. to implement

necessary steps to improve the market share especially in

MUMBAI. It will also help the organization to find out weak points

in comparison to Economic Times & others.

The study is about Criteria used by the consumer in

selection of Brand of Financial Newspaper. The main competitor

of Business Standard is Economic Times therefore this study will

help to Business Standard Ltd. to know the readers view about

both the newspapers and what consumer see before selecting the

brand of newspaper.

The newspaper industry can be said as the most trusted

industry as people believe whatever is printed in the newspaper

99% is a fact and day to day happenings. My motive was to

broaden the spectrum of trust and acquire more customers for

business standard ltd.


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About company

Business standard

Type Daily newspaper

Format Broadsheet

Owner Kotak Mahindra Bank

Founder Ananda Publishers

Publisher Business Standard Ltd

Editor Sanjaya Baru

Staff writers A K Bhattacharya

Sunil Jain

Shyamal Majumdar and Others

Founded 1975

Language English & Hindi

Circulation 1,44,000 (English)

53,000 (Hindi)

Office website business-standard.com (English)

hindi.business-standard.com


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BUSINESS STANDARD LTD.

Business Standard is an Indian English-language daily newspaper

published by Business Standard Ltd (BSL) in two languages, English

and Hindi. The Newspaper primarily covers India and international

business, and financial news and issues.

The main English-language edition comes from 12 regional

Centres - Mumbai, New Delhi, Kolkata, Bangalore, Chennai,

Ahmedabad, Hyderabad, Chandigarh, Pune, Lucknow,

Bhubaneswar, and Kochi - and reaches readers in over 1,000

towns and cities across India.

HISTORY

Started in 1975 in Kolkata by the Ananda Publishers group,

Business Standardwas hived offas a separate company in 1996.

It was then bought by Mumbai-based financial investors led by

the Kotak Mahindra Bank, after which began a phase of rapid

expansion with the launch of new editions.
http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Economy_of_Indiahttp://en.wikipedia.org/wiki/International_businesshttp://en.wikipedia.org/wiki/International_businesshttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Chandigarhhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Kochi_(India)http://en.wikipedia.org/wiki/Ananda_Publishershttp://en.wiktionary.org/wiki/hive_offhttp://en.wikipedia.org/wiki/Kotak_Mahindra_Bankhttp://en.wikipedia.org/wiki/Kotak_Mahindra_Bankhttp://en.wikipedia.org/wiki/Kotak_Mahindra_Bankhttp://en.wiktionary.org/wiki/hive_offhttp://en.wikipedia.org/wiki/Ananda_Publishershttp://en.wikipedia.org/wiki/Kochi_(India)http://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Chandigarhhttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/International_businesshttp://en.wikipedia.org/wiki/International_businesshttp://en.wikipedia.org/wiki/Economy_of_Indiahttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/India


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PERSONNEL

T. N. Ninan was editor from 1993 to 2009, when he took up the

editorship ofThe Economic Times. In January 2010, Ninan became

chairman and editorial director of BSL and was succeeded as

editor ofBusiness Standardby Dr Sanjaya Baru. He was the media

advisor of Prime Minister Manmohan Sing. The paper which is

India's second largest business daily employs around 200 business

journalists, including A K Bhattacharya and Shyamal Majumdar.

In establishing a pedigree of strong financial journalism, Business

Standard also publishes articles by Bimal Jalan, former governor

of the Reserve Bank of India; Shankar Acharya, former chiefeconomic advisor to the Government of India; Deepak Lal,

professor of economics, UCLA; Suman Bery, director-general,

National Council of Applied Economic Research; Abheek Barua,

chief economist ofHDFC Bank; Nitin Desai, former chief economic

advisor and former under-secretary general at the United Nations;

Surjit Bhalla, chairman ofOXUS; Arvind Subramanian, professor at

the Peterson Institute for International Economics; M. Govinda

Rao, director ofNational Institute of Public Finance and Policy;
http://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/Bimal_Jalanhttp://en.wikipedia.org/wiki/Reserve_Bank_of_Indiahttp://en.wikipedia.org/wiki/Shankar_Acharyahttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Deepak_Lalhttp://en.wikipedia.org/wiki/UCLAhttp://en.wikipedia.org/wiki/HDFC_Bankhttp://en.wikipedia.org/wiki/Nitin_Desaihttp://en.wikipedia.org/wiki/Under-Secretary-General_of_the_United_Nationshttp://en.wikipedia.org/wiki/United_Nationshttp://en.wikipedia.org/wiki/OXUS_Development_Networkhttp://en.wikipedia.org/wiki/Peterson_Institute_for_International_Economicshttp://en.wikipedia.org/wiki/National_Institute_of_Public_Finance_and_Policyhttp://en.wikipedia.org/wiki/National_Institute_of_Public_Finance_and_Policyhttp://en.wikipedia.org/wiki/Peterson_Institute_for_International_Economicshttp://en.wikipedia.org/wiki/OXUS_Development_Networkhttp://en.wikipedia.org/wiki/United_Nationshttp://en.wikipedia.org/wiki/Under-Secretary-General_of_the_United_Nationshttp://en.wikipedia.org/wiki/Nitin_Desaihttp://en.wikipedia.org/wiki/HDFC_Bankhttp://en.wikipedia.org/wiki/UCLAhttp://en.wikipedia.org/wiki/Deepak_Lalhttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Shankar_Acharyahttp://en.wikipedia.org/wiki/Reserve_Bank_of_Indiahttp://en.wikipedia.org/wiki/Bimal_Jalanhttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/The_Economic_Times


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BSL also publishes various periodicals, including BS Motoring,

Indian Management and the Asian Management Review. The

Hindi edition was launched in February 2008 from seven centres

stretching from Mumbai in the west, running across the Hindi

Belt, and to Kolkata in the east.

ELECTRONIC

The newspaper's website, business-standard.com, allows visitors

to access the Business Standarde-paper, with a choice of editions.

The Business Standard website receives 1.5 million unique users

per month, the highest for any "stand alone" newspaper website

in India.[1]

In January 2010, it launched smartinvestor.in, an information-

cum-trading website for those interested in the stock market

BRAND POSITIONING

Positioned as a serious, respected, top-notch, non-Frivolous,

business daily which is founded on the editorial principles of

integrity.
http://en.wikipedia.org/wiki/Periodical_publicationhttp://en.wikipedia.org/wiki/Hindi_Belthttp://en.wikipedia.org/wiki/Hindi_Belthttp://business-standard.com/http://en.wikipedia.org/wiki/Electronic_paper#Newspapershttp://en.wikipedia.org/wiki/Unique_userhttp://en.wikipedia.org/wiki/Business_Standard#cite_note-About_us-0http://en.wikipedia.org/wiki/Business_Standard#cite_note-About_us-0http://en.wikipedia.org/wiki/Business_Standard#cite_note-About_us-0http://www.smartinvestor.in/http://www.smartinvestor.in/http://en.wikipedia.org/wiki/Business_Standard#cite_note-About_us-0http://en.wikipedia.org/wiki/Unique_userhttp://en.wikipedia.org/wiki/Electronic_paper#Newspapershttp://business-standard.com/http://en.wikipedia.org/wiki/Hindi_Belthttp://en.wikipedia.org/wiki/Hindi_Belthttp://en.wikipedia.org/wiki/Periodical_publication


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A Paper that does not compromise on editorial values.

That conducts its business within an ethics framework.

That stands for excellence, fairness, impartiality and

authority on the subject.

That represents India reaching out to the world: the first

paper to be associated with a global publishing brand.

Business standard is positioned as a premium financial daily.

Reinforced by the higher cover price compared to the

market leader.

Business standard believes in:

Providing information that creates wealth & enriches lives

Editorial Overview (Focus on Market)

Money & Markets

The compass

o

Unique feature to Business Standard

o BS experts exclusive take on more than 12 markets

and corporate developments every week

o Most important financial news


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Commodities

o Most exhaustive coverage on the commodities space

o Regarded as a key strength of BSs coverage

Money & currency

Stock Analysis

o Expert view on stocks performanceo In-depth analysis on all performance metrics

BS 200

Unique feature to Business Standard Tuesday to Saturday:

An in-depth analysis & tools for tracking the top performing

200 listed stocks that contributes to 90 to 95% of volume

and value of total trade I the stock


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VALUE ADD-ONS FOR READERS

Weekly supplements

Smart Investor (everyday):

Serves as a comprehensive investment guide.


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The smart investor

A critical tool for discerning investors

o Appears everyday

o Just so the weeks investments can be planned

o

12 page section in Berliner format

Covers the following features

Investment Counter

o Smart Features by experts on the outlook for the market.

o Trading Desk Covering Macro & Micro Technical, with

specific trading tips for the week.

o Exhaustive coverage on derivatives

o Sectorial analysis of topical interest


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Strategist (Monday):

Covers issues around management & marketing.


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The strategist

A sought after weekly supplement, the strategist appears

every Monday.

Covers issues on management & marketing.

Analyses critical issues through case studies.

The following are some of the regular features

o The Quality Conundrum

o Kit- critical information relating to an industry in an

easily digestible form.

o The strategist Quiz

o Bookworm- top 10 business bestsellers list.


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Weekend (Saturday):

A weekend read covers Art, Leisure, Lifestyle


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Weekend

Unlike other business newspaper Business Standard sustains its

circulation on this day through its most popular section BS

Weekend

The weekend section features

o Newsmakers

o Lifestyle

o Portraits of wealthy people

o Arts

o Travel

o Real estate/ Golf

o Book reviews

o Exciting full page on motoring


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Annuals

The Fund Manager - Covers the high points and

performances of Mutual Funds . An annual guide to smartly

invest in mutual funds. Includes profiles of top fund

managers.


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BS 1000 A guide to Indias top 1000 companies. An

annual reference book on corporate performance. Analyses

and rates top 1000 listed companies.


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Monthly magazine

BS MotoringBSMamong Indias most regarded motoring magazines

Led by a team which is passionate about automobiles

which reflects in the loyal readership that it commands.

Circulation in excess of 25,000 copies from news stands

Also, abridged version circulated to readers of Business

Standard

Among many firsts, the BS Motoring awards is the oldest

and most respected.


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INTRODUCTION TO PROJECT

Indias Leading Financial Daily

Since 1975.

Project Title

CRITERIA USED BY THE CONSUMER IN SELECTION OF

BRAND OF FINANCIAL NEWSPAPER


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OBJECTIVE

To find out the brand preference among the business

newspapers.

To find out the attributes which influence the consumer

to purchase business daily?

To interact with the people and to explain the

subscription scheme and about the paper to increase

the profit of the company.


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METHODOLOGY

Source of Data : There are two types of data which

have used in this study:

o Primary Data

o Secondary Data

Research Instrument: The Questionnaire is the most

common instrument used in collecting primary data for

the study. It was used for consumer survey, which

helps in study.


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SAMPLING DESIGN

Sampling Method : Simple random sampling

Sample Unit:

o Management Student & Professors

o Corporate professionals

o Chartered Accountant

o Investors (Stock brokers).

Sample Size: The sample size for the survey is 100

chosen from the large population of area covered. Out

of 100 it was divided in 25-25-25-25 respectively in

above categories of sample unit.

Area covered:

o Borivali to virar


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LIMITATIONS

The study have been completed in 60 days, this is not sufficient

time to do a survey in city like Mumbai.

The sample size chosen is limited to 100 respondents; the

study may not be applicable to the total market.

As the market being very huge it was not possible to cover each

and every area.

Subscription price is very high as compare to other brand of

newspaper.


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ANALYSIS &FINDINGS

Q1: WHICH OF THE BUSINESS NEWSPAPER DO YOU PREFER?

1. BUSINESS STANDARD 3. ECONOMIC TIMES

2. FINANCIAL EXPRESS 4. BUSINESS LINE

5. OTHERS

Here we can see that Economic time has highest readers in all

business daily as 51% of people from my survey read only

economic time. This is because bundle offered by times of

India.

0

10

20

30

40

50

60

business standard economic time business line financial exp others


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Q2: SELECTION OF THIS NEWSPAPER IS DUE TO WHICH FACTOR?

1. PRICE 4. SUBS HAMPERS(GIFTS)

2. CONTENT 5. BRAND IMAGE

3. AVALIBILITY

Here we can see the most important factor while selecting a

business daily is content (31%) and second important thing is

price (27%).

0

5

10

15

20

25

30

35

price content brand image availiblity subs hampers


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Q3: WHICH OF THE FOLLOWING NEWSPAPER YOU HAVE READ & LIKED? PEASE RATE.

1. BUSINESS STANDARD ----------------

2. ECONOMIC TIMES ----------------

3. FINANCIAL EXPRESS ----------------

4. BUSINESS LINE ----------------

(PUT 1 STAR* FOR 1ST

RANK AND 4 STAR**** FOR 4TH

RANK.)

Here we can see ratings given by customers

o Economic time on 1st

rank with 59% votes

0

10

20

30

40

50

60

70

Business standard Economic time Business line Financial express


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o Business standard on 2nd rank with 35% votes

o Business line & financial express on 3% each

Q4: WHY DO YOU READ NEWSPAPER?

1. FOR GENERAL AWARNESS OR INFORMATION PURPOSE

2. BECAUSE OF PROFESSIONAL REQUIRMENTS

3. FOR INVESTMENT GUIDANCE

4. FOR JOB SEARCH OR CLASSIFIEDS5. BECAUSE OF COLLEGES COURSE STRUCTURE.

People read financial newspaper for investment purpose i.e. 47% I

can say that newspaper can help them for their market

option 1 option 2 option 3 option 4 option 5

0

5

10

15

20

25

30

35

40

45

50


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speculations and secondly people read newspaper for general

awareness i.e.32%.

Q: 5 HOW DID YOU COME TO KNOW ABOUT THIS NEWSPAPER?(BUSINESS STANDARD)

1. ADVERTISEMENT 4. FRIENDS

2. INTERNET 5. OTHERS

3. NOT AWARE

Brand awareness is very low as compare to its competitor

(economic time), here we can see that 19% readers are not awareabout business standard.

0

5

10

15

20

25

Advertisement Internet friends others Not aware


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Q6: WILL YOU PREFER THE SAME NEWSPAPER IF PRICE WILL INCREASE?

1. YES 2. NO

Here we can see that 69% of people believe in changing their brand

if price of newspaper will increase. Whereas 31% peoples are loyal to

the same brand.

YES NO

54

56

58

60

62

64

66

68

70


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ANALYSIS & FINDINGS

While surveying the market I came to know that most of the

business daily readers are reading Economic Times because of

the bundle offer with Times of India (TOI+ET= RS 990 Annually)

Whereas BS = RS 710 Annually

Business Standard is not having Sunday edition in the offer but

other business dailies like Economic Times and Financial

Express are having Sunday edition it is also effecting the mindsof consumer.

Investors are the majority users of Business Standard among all

the respondents, 47 % of Investors would like to read Business

Standard because Business Standard is a only business daily

which provide 12 pages supplement copy calling SMART

INVESTOR.

Brand awareness is very less.


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(as per my survey 19% readers are not aware about BS.)

CONCLUSION

As the objective was to find out the brand preference among the

business newspaper and to find out the attributes which influence

the consumer to purchase business daily. Here I would like to

conclude price and content of the newspaper place a vital role in

selection of brand of the financial newspaper.

As we seen in data collected by survey, the most important factor

while selecting a business daily is content (31%) and second

important thing is price (27%).


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On other side I found that subscription hampers (free gifts)

provided by company also matters much in choice of business

daily.

(As we all student of SIP from different institute made a history inBUSINESS STANDARD LTD. by selling more than 2,500 Annual

subscription in Mumbai only in 2 months.)


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RECOMMENDATIONS

At the current time Business Standard is not having Sunday

edition in a scheme but another business dailies like

Economic Times and Financial Express are having Sunday

edition and the customers of the Business Standard are

unhappy with this policy of the organization so that Business

Standard should start its edition on Sunday with some better

strategies than its competitors who is charging more on

Sunday edition.

The monthly add on given by BS is motoring magazine

instead of this they should provide magazine related to the

financial sector.


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They should concentrate more on brand awareness

program.

They should start Customer Relationship Management

department to maintain the relationship with the

customers.

They should again start gujarati addiction of newspaper.


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The students ofH K INSTITUTE OF MANAGEMENT STUDIES & RESEARCH are conducting this survey as a

part of their project in field of consumer behavior. The primary objective of this survey is to know

criteria used by the consumers in selection of brand of financial newspaper

Kindly spare few minutes and help us by answering these questions.

NAME: DATE:

AGE: OCCUPATION:

Q1: WHICH OF THE BUSINESS NEWSPAPER DO YOU PREFER?

3. BUSINESS STANDARD 3. ECONOMIC TIMES

4. FINANCIAL EXPRESS 4. BUSINESS LINE

Q2: SELECTION OF THIS NEWSPAPER IS DUE TO WHICH FACTOR?

4. PRICE 4. SUBSCRIPTION HAMPERS(GIFTS)

5. CONTENT 5. BRAND IMAGE

6. AVALIBILITY

Q3: HOW DID YOU COME TO KNOW ABOUT THIS NEWSPAPER?

4. ADVERTISEMENT 3. FRIENDS

5. INTERNET 4. OTHERS

Q4: DO YOU BELIEVE THAT CONTENT QUALITY MATTERS IN SELECTION OF NEWSPAPER?

1. YES 2. NO

Q5: WHICH OF THE FOLLOWING NEWSPAPER YOU HAVE READ & LIKED? PEASE RATE.

5. BUSINESS STANDARD ----------------

6. ECONOMIC TIMES ----------------

7. FINANCIAL EXPRESS ----------------

8. BUSINESS LINE ----------------

(PUT 1 STAR* FOR 1ST RANK AND 4 STAR**** FOR 4TH RANK.)

Q6: WHY DO YOU READ NEWSPAPER?

6. FOR GENERAL AWARNESS OR INFORMATION PURPOSE

7. BECAUSE OF PROFESSIONAL REQUIRMENTS

8. FOR INVESTMENT GUIDANCE


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9. FOR JOB SEARCH OR CLASSIFIEDS

10.BECAUSE OF COLLEGES COURSE STRUCTURE.

Q7: DOES NEWSPAPER HELP YOU IN YOUR MARKET DECISION / SPECULATIONS?

1. YES 2. NO

Q8: WILL YOU PREFER THE SAME NEWSPAPER IF PRICE WILL INCREASE?

2. YES 2. NO

Q9: WOUD YOU LIKE TO SWITCH OVER TO ANOTHER BRAND?

1. YES 2. NO 3. MAY BE

Q10: WHY WOULD YOU LIKE TO SWITCH TO ANOTHER BRAND? PLEASE SPECIFY..

------------------------------------------------------------------------------------------------------------------------------------------

------------------------------------------------------------------------------------------------------------------------------------------

---------------------------------------------------------------------------------------------------------------------

(Q11. IS ONLY FOR NON BUSINESS STANDARD READERS)

Q11: ARE YOU INTERESTED IN AVAILING THE ANNUAL SCHEME OF BUSINESS STANDARD?

1. YES 2. NO

THANKING YOU!! FOR BEING PART OF MY SURVEY AND ALSO TO CO-OPRATE WITH ME

CHIRAG J PARMAR

(CELL: 08976105135)


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BIBLIOGRAPHY

http//www.business-standard.com. prducts/info/magazine/bsp

http//www.smartinvestor.in.history/bsi
http://www.business-standard.com/http://www.smartinvestor.in/http://www.smartinvestor.in/http://www.business-standard.com/

chirag final report

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