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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.
Problem Recognition
Information Seeking
Evaluation of Alternatives
Purchase Decision
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
find out the retailers opinion and suggestion and focus groups. The nature of this type of research is exploratory and open ended.
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
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.
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.
30%
50%
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.
25%
30%
5% 40%
Time Constraitns To Read Any Newspaper Time Consumption To Read Any English Newspaper Not Easily Available In Their Area
55%
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.
comes in TOI.
25%
28
No. of Students 8
4
TOI. It means they like to read TOI may be in their college library, friends home or where TOI is coming.
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
going to add value in their life they can improve their English.
information from TV and radio and Internet they dont want to spend their time in reading newspapers.
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.
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.
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 !