Download - ppt on business standard
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TOPIC
CRITERIA USED BY CUSTOMERS IN SELECTING BRANDS OF FINANCIAL NEWSPAPER
(CONSUMER BEHAVIOR)
Presented by:
Abdulkader Baji
Roll No.:09MMS
2011- 2013
Vivekananda Education Society’sInstitute Of Management Studies And Research
Chembur, Mumbai.
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Objective
Studies buyer’s decision making
Useful in making various marketing decisions
Helps to reduce the risk in decision making.
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About Business Standard
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
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About Business Standard
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
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VISION, MISSION AND ETHICS
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.
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Competitors
The Economic Times Business Line Financial Express Mint Financial Chronicle
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ON THE JOB TRAINING
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.
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Job Profile
Worked as a research cum sales executive
Approach -
Quantitative Survey and subscription sale
Collected through a hard copy questionnaire
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How did we work??
Interns were divided into teams
Headed by a BS employee
Meeting on daily basis
Data was provided by the TL
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Approaching the Customers
Direct Selling (Door to Door Selling)
Tele Sales
Reference from the customers
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Target Customers
Corporate executives Investors and Stock brokers Businessmen Bankers Management students and professors Chartered Accountants & other
Professionals Students
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Research Methodology
Data Source Primary data source- Questionnaire Secondary data source- Internet Sampling area - Mumbai Research instrument - Questionnaire Method of contact - Personal
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FINDINGS
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
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FINDINGS
Preferred Brand
Below 25
25 – 30
Above 30
Total
Business Line 5 3 2 10
Business Standard
2 3 4 9
The Economic Times
10 12 5 27
The Indian Express
0 0 1 1
Mint 2 1 0 3
19 19 12 50
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FINDINGS
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.
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Learnings
Selling skills
Customer behaviour
How to handle a customer’s complaint
Handling clashes with the TL/superiors
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Recommendations
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.
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Recommendations
Increase the font size of stock detail
Give more job related advertisements
Improve print quality
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ANNEXURE 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?
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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?
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