You are on page 1of 20

Market Research on Product Analysis & Development

Team Members: Navid A. Khan Prasanjeet Poddar Sunil gautam Ravendra sahu Sarabjeet Bhalla Manish agrawal Presented by: Prasanjeet Poddar Navid Anjum Khan Manish Agrawal

Analysis made On
Target Area: Raipur City (C.G.) Product : News Paper
Main Newspaper City Bhaskar DB Star For this Research we have selected 3 components on this analysis.

Data Collection
For Quantitative Data
50 respondents are selected who were Dainik Bhaskar reader. Comparative analysis with Navbharat (out of 50 readers 10 were dual readers)

For Qualitative Data


Personal or Depth Interview by respondents & non respondents. Observational method

Distribution of Respondents
Socio Economic Class- A Male : 16 Female :9 Age Group:
16-19 20-29 30-39 40-49 50+

Socio Economic Class- B Male :16 Female :9 Age Group:


16-19 20-29 30-39 40-49 50+

Rating Scale
For Dainik Bhaskar
Time spent in minutes Front page Entire paper Rating 1 to 10 Front City page news City Bhaskar

DB star Entire paper

For Navbharat
Time spent in minutes Front page Entire paper Rating 1 to 10 Front page Rajdhani Entire paper

Data Interpretation
Quantitative Outcome Overall Average Ratio of Dainik Bhaskar
On the basis of time

6.02905378 min

26.43415246 min

On the basis of Rating Scale

4.79577015

4.723896

4.599530445

5.598428

6.089881577

Overall Rating of Navbharat


On the basis of time

4.965069 min

16.47392 min

On the basis of Rating Scale

5.272529

5.220151

6.072905

On the Basis of SEC A (Socio Economic Class-A)


On the basis of time

6.128241min

26.81294min

On the basis of Rating Scale

4.837338

4.757043

4.392999

5.451386

6.104136

On the Basis of SEC B (Socio Economic Class-B)


On the basis of time
5.834971min 26.6559min

On the basis of Rating Scale


4.865825 4.763444 4.82769 5.787245 6.063538

On the basis of SEC A, Male


On the basis of time

6.176203min

24.60384min

On the basis of Rating Scale

4.82082

4.705643

4.229164

5.389565

6.242236

On the basis of SEC A, Female


On the basis of time
5.686493min 29.79784min

On the basis of Rating Scale

4.985243

4.799356

4.643271

5.475262

5.841641

On the basis of SEC B, Male


On the basis of time
6.156345min 30.15976min

On the basis of Rating Scale


4.980286 4.961475 4.845414 5.863213 6.483034

On the Basis of SEC B, Female


On the basis of time

5.138661min

19.06422min

On the basis of Rating Scale

4.617825

4.334378

4.789288

5.63531

5.401804

On the basis of (16-19)+(20-29) V/S (30-39)+(40-49)


(16-19)+(20-29) On the basis of time
5.370478min 21.39437min

(30-39)+(40-49) On the basis of time


6.250656min 28.95483min

On the basis of Rating Scale


4.9649 4.546222 4.817957 5.304943 5.739761

On the basis of Rating Scale

4.87254 4.942886 4.478924 5.797738 6.392889

Qualitative Observation
Positive
Brand Image Process flow DB star Paper quality Printing quality is good

Qualitative Observation contd


Negative
Extreme Advertisement which created distortion. News Quality previously was better. General appeal missing. Very less coverage of national and international level. Over commitment (Ad).

Competitors
Navbharat: growth rate Patrika: growth rate Dainik Bhaskar: growth rate

Findings
Time spent more in DB then NB but overall rating given is same. Respondents of SEC A and SEC B are equivalent readers. DB star is attractive due to glamour news by all respondents. Major nearest competitor is Hari bhumi. Circulation is good in Raipur city.

Suggestions
Advertisement should be authentic and complete. National and international news should be more. Front page news should be an integration of business and political issues.

You might also like