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UNDERSTANDING THE CONSUMER BEHAVIOUR TOWARDS TIMES OF INDIA

INTRODUCTION
Consumer behaviour is the study of individuals or

groups to select product and services to satisfy need of the processes . It is necessary to understand the DECISION MAKING. Researching consumer behaviour is a complex process.

The Consumer Buying Process


Personal & Environmental Factors Psychological Personal Social Cultural

Problem Recognition

Information Seeking

Evaluation of Alternatives

Purchase Decision

Post purchase Evaluation

Marketing Factors Product Pricing Promotion Place

INTRODUCTION ABOUT THE TIMES OF INDIA


THE TIMES OF INDIA is a leading English language

daily newspaper in India Managed by BENNET AND COLEMAN & CO.LTD Owned by the SAHU JAIN FAMILY Founded in 1838 and headquarter in NEW DELHI It has widest circulation in a world over 4 million copies in 2012

Project Description

Project Description

Objective Analyzing the Consumer Behaviour Towards The Times Of India amongst youngsters in Jaipur. Scope of Work Scope of work included finding various parameters that would be required to encourage the People in Jaipur for English newspaper readership.

Research Method
I have used both Qualitative as well as Quantitative

research techniques to carry out the research.


Qualitative research techniques have been used to

find out the retailers opinion and suggestion and focus groups. The nature of this type of research is exploratory and open ended.

Quantitative research has been using the

Questionnaires have been used to find out the factors where TOI is lagging behind DAINIK BHASKAR & HINDUSTAN TIMES.

Research Process
Stage (1) Defining the problem: Problems To find out reasons why customers do not readThe Times of India newspaper Stage (2) Research Design: Research Design is plan specifying the methods and procedures for collecting and analyzing the needed information. Research type: Descriptive research Method used: By Pilot survey

Stage(3) Planning for sample: Sample size: 40 persons Source of Data: Primary data & secondary data Primary Data: getting by survey Secondary Data: Web site of The Times of India, Old articles, projects, books.

Stage (4) Collecting the Data Stage (5) Analyzing the Data

What are you doing?

40 30 20 10 0 Students Employees Business Persons Others 22 8 6 4

Study was focused on those individuals who know

English but do not read English newspaper. According to above graph, students and employees were major segments that consist of approx. 75% of total non-TOI readers.

Which News Paper Are You Reading ?


40 30 20 10 0

Dainik Bhaskar and Rajasthan Patrika are the most

circulated newspapers; approx 70% educated individuals are reading those newspapers in Jaipur. These two newspapers are read by educated person, so this is the big opportunity to extend the market and convince them to read TOI.

Quality information of The Times of India as compare to other newspaper?


Percentage Of Quality Information Provided By TOI
5% 10% 5%

30%

50%

Excellent Good Fair Poor Can Not Say

The quality of information provided by the Times of India is

good because approx. 30% respondents said excellent and 50% good. This shows that The Times of India information is too specific and the newspaper is too friendly in nature.

Importance Of Paying Extra Cost Of TOI Over Being Subscribed Newspaper


25% 20%

25%

30%

Very Important Fairly Important Neutral Not At All Important

25% respondents did not given importance to extra cost

of TOI. And they became agree to subscribe newspaper.

How much reliable information of The Times of India is?


40 20 0 Very Much Much Neutral Not Much Not at all 18 12

According to our survey, approx 30 out of 40 respondents rely

on information provided by Times of India, because of following these three reasons

Strongest brand in newspaper Not addingmirch masala in news by TOI.

Problem Faced By People To Read News Paper

5% 40%

Time Constraitns To Read Any Newspaper Time Consumption To Read Any English Newspaper Not Easily Available In Their Area

55%

Approx 55% respondents have problem of time consumed

to read any English newspaper, their English is not much improved so they get irritated by this and ultimately they switch over from English to Hindi newspaper.

Anything you dislike in The Times of India.


Percentage Of Respondents Who Dislike In "TOI"
5% 20% 15% 60%

Nothing Sexy Image More Advertisment Other

60% respondents like each and every thing whatever

comes in TOI.

Lacking in cover local news that other newspapers cover?


Local News Covered By "TOI"

25%

30% Agree Uncertain Disagree 45%

Showing attitude towards TOI


40 30 20 10 0 Good Neutral Bad

28

No. of Students 8
4

Approx 70% students having good attitude towards

TOI. It means they like to read TOI may be in their college library, friends home or where TOI is coming.

Problem with understanding the language of The Times of India


Percentage of Understanding Language Of "TOI"
5% 25% 20% 10% 40% Strongly Agree Agree Uncertain Disagree Strongly Disagree

Most important thing is understanding language of

any English newspaper and approx 50% students are facing this problem. Due to this they fear to subscribe English newspaper and switch over Hindi newspaper.

Do you think The Times of India is going to add value to your life?
Percentage Of People Think That THE TIMES OF INDIA Is Going To Add Value In Their Life
10%
5% 20% 15% 50% Strongly Disagree 8 Agree 20 Uncertain 6 Disagree 4 Strongly Disagree 2

Most of the students are agree that Times of India is

going to add value in their life they can improve their English.

Are T.V., Radio or internet giving more knowledge than TOI?


Percentage Of People Think That T.V, RADIO or INTERNET Give More Knowledge Than TOI
5% 10% 15% 50% 20% Strongly Agree 8 Agree 20 Uncertain 6 Disagree 4 Strongly Disagree 2

Todays generation are very fast they are getting

information from TV and radio and Internet they dont want to spend their time in reading newspapers.

FINDING AND INFERENCES


Approx 75% respondents are students and

employees, who are Non-TOI readers. Educated people also like to read Hindi newspaper, because of their convenience with Hindi language. The Times of India comes with so many sexy images so member of family do not like to read is front of members. Due to good branding, improvement in readers life, and status, 28 out of 40 think TOI is going to add value in their life.

Recommendation for the Times of India

Students are the most potential market for TOI, so

TOI Should give Promotional schemes to organization, classes or schools so new generation become habitual to TOI Only. More career news on regular basis (twice or thrice a week) on TOI newspaper or start two supplements on career per week.

As new generation like to take information from

internet so improve e-paper, make reader friendly, and make it easy to assess. Tell disadvantage of going online like-eye problem, Cost of electricity, Computer, Internet. Tell cost calculation of going online and start subscriptions. Do not use abbreviation like SC (Supreme Court) Reduce semi-nude images of models. Improve Grammar mistakes in TOI.

CONCLUSION
Non-TOI reader has a problem with understanding

language. TOI lack in covering local news like Danik Bhaskar. New generation like to take news from T.V, RADIO and INTERNET or any electronic media. Educated people like to read Hindi newspaper.

THANK YOU !

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