INTRODUCTION TO THE TOPIC

Marketing mix:The Marketing mix is a set of four decisions which needs to be taken

before launching any new product. These variables are also known as the 4

P’s of marketing. These four variables help the firm in making strategic

decisions necessary for the smooth running of any product /

organization.These variables are

1. Product

2. Price

3. Place

4. Promotions

Consumer behavior :

Consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society."

In this project we have analysed the effect that price, size of newspaper, availability of vendors, content of newspaper has on the consumer’s decision of buying a particular newspaper