Research Project Report (MBA-043) On
“A comparative study of marketing strategies & customer perception wit reference to !ainik "agran & Amar Amar #$a%a 'umitted in artia% *u%fi%%ment of
Master of Business Administration [MBA] rogramme+ ,00 -.. Of
Gautam Buddh Technical University, uc!no"
Under the #upervision of
#u$mitted By
Mr/ a$eev 1upta MBA !epartment '//M/'/5/6/7/8 Barei%%y
Bagwat 'ing o%% 2o+ 00.400.
%aculty of Mana&ement #cience 'ri am Murti 'marak 5o%%ege of 6ngineering 6ng ineering & 7ecno%ogy8 7ecno%ogy8 Barei%%y8 # ['olle&e 'ode( )*+]
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#hri Ram Murti #mara! 'olle&e of n&ineerin& - Technolo&y, Bareilly .U/P/0 .U/P/0 %aculty of Mana&ement #cience 'ertificate
Mr/ Bh Bha& a&"a "att #in& #in&h h 8 a student of MBA 12 'emester 7i 7is is to cert certif ify y tat tat Mr/ 'emester as comparati ative ve study study of mar!et mar!etin& in& comp%e comp%eted ted is esear esearc c ro$e ro$ect ct eport eport tit%ed tit%ed 3A compar strate&ies "ith reference to 4a&ran - Amar Ujala5 assigned y MBA !epartment !epartment and
under my supervision/ 9t is furter certified tat :e as persona%%y prepared tis report tat is te resu%t of is persona% survey;oservation/ survey;oservation/ 9t is of te standard e
A$ove statement is endorsed/
.Anant 6umar #rivastava0 7ead 8 MBA 2|Page
9eclaration
1 am B7AG:AT #1;G7 student student of MBA 4 t semester of #hri Ram Murti #mara! 'olle&e of n&ineerin& - Technolo&y, Bareilly/
:ere :erey y 9 dec% dec%ar aree tat tat tis tis pro pro$ect $ect repo report rt tit%e comparati ative ve study study of it%ed d 3A compar mar!etin& strate&ies "ith reference to 4a&ran - Amar Ujala5 assigned y MBA
!epartme !epartment nt is prepared and sumitted y me under te under supervision of
Mr/ Rajeev Gupta/
7e entire ana%ysis and conc%usion of tis report are ased on te information wic is co%%ected y me during te researc/
B:A1=A7 '921:
MBA-4t 'emester 'M'5678 Barei%%y
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Ac!no"led&ement
9 want to e
:?!@ MBA-dept/ 'ri am Murti 'marak 5o%%ege of 6ngineering & Technology
Bareilly #8 for providing me an opportunity to do a researc pro$ect in my 4 t semester and for is va%ua%e guidance in my researc/ 9 want to e
SRS!"T# for providing me a $alua%le guidance / 9 want to e
ay my pecial than to Mr/ ;itin A&ar"al of !ainik $agran for giving me is precious time in my researc/
B:A1=A7 '921: MBA-4t 'emester 'M'5678 Barei%%y
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Preface 7e main purpose of te study is to know te over a%% marketing strategies of Amar #$a%a & !ainik "agran and compare tem to find est strategy out of tem/ 'tudy a%so inc%udes customers perception towards ot newspapers/ 7e economic condition and tecno%ogies keep on canging from time to time8 it is very difficu%t for an organiation to survive in te %ong run/ 7e report wi%% e%p to suggest sa%es tecniues8 promotiona% tecniues8 opportunities and marketing strategies tat wi%% improve desired market growt/ 7is pro$ect report wi%% e%p in knowing customer@s perception aout content in newspaper/ 7is report wi%% give information aout customer@s attitude and teir preference in uying teir newspaper/ 7is report wi%% e%p in deve%opment and improvement of marketing strategies for ot newspapers/ 7is report wi%% e eneficia% for >Amar #$a%a@ & >!ainik "agran@ ot to know aout teir pro%ems faced y tem in marketing of teir newspaper/ 9t wi%% provide some so%ution for pro%ems re%ated to customer@s perception/ 7is report wi%% give a %igt on various duties & responsii%ities of te company towards consumer/ 9t wi%% provide some specific information aout competitors@ and consumer preferences aout newspaper/
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'ontents Topic
Pa&e ;o/
'hapter8*( 1ntroduction of the topic<<<<<<<<<<<<<<<<<<
././ ./,/ ./3/
9ntroduction of te newspaperCCCCCCCCCCCCCCCCCCC///. 9ntroduction of Marketing 'trategyCCCCCCCCCCCCCCCCCC.. esearc o$ective & scopeCCCCCCCCCCCCCCCCCCCCC.
'hapter8=( iterature Revie"<<<<<<<<<<<<<<<<<<<<<<*> =/*/ =/=/
!ainik "agranCCCCCCCCCCCCCCCCCCCCCCCCCC//.D Amar #$a%aCCCCCCCCCCCCCCCCCCCCCCCCCCC/,0
'hapter8?( Research 9esi&n<<<<<<<<<<<<<<<<<<<<<
3/./ esearc !esign typeCCCCCCCCCCCCCCCCCCCCCCCC/,. 3/,/ 7ype of data & samp%ing tecniueCCCCCCCCCCCCCCCCCC///,, 'hapter8+( 9ata Analysis - 1nterpretation<<<<<<<<<<<<<<<
4/./ !ata Ana%ysisCCCCCCCCCCCCCCCCCCCCCCCCCCC/,3 4/,/ *indingsCCCCCCCCCCCCCCCCCCCCCCCCCCCCC//44 4/3/ 5onc%usionCCCCCCCCCCCCCCCCCCCCCCCCCCCC//4D 4/4/ ecommendationsCCCCCCCCCCCCCCCCCCCCCCCCC//. 4// EimitationCCCCCCCCCCCCCCCCCCCCCCCCCCC/C//, 4/F/ Bi%iograpyCCCCCCCCCCCCCCCCCCCCCCCCCCC///3 'hapter8@( Anneure<<<<<<<<<<<<<<<<<<<<<<<<
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/./ GuestionnaireCCCCCCCCCCCCCCCCCCCCCCCCCCC/4
ist of Ta$les 7a%e/.-5ustomer@s preference for newspaperCCCCCCCCCCCCCCC///30 7a%e/,- *actors inf%uencing to uy Amar #$a%a newspaperCCCCCCCCCC//3, 7a%e/3- *actors inf%uencing to uy !ainik "agran newspaperCCCCCCCCC///34 7a%e/4- erception aout i-ne
ist of %i&ures *igure/.-5ustomer@s preference for newspaperCCCCCCCCCCCCCCCC3. *igure/,- *actors inf%uencing to uy Amar #$a%a newspaperCCCCCCCCCC///33 *igure/3- *actors inf%uencing to uy !ainik $agran newspaperCCCCCCCCCC34 *igure/4- erception aout i-ne
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'hapter8* */*( 1ntroduction ;e"spaper A newspaper is a regu%ar%y scedu%ed pu%ication containing news of current events8 informative artic%es8 diverse features and advertising/ 9t usua%%y is printed on re%ative%y ine
1enera%-i 1enera%-intere nterest st newspaper newspaperss typica%%y typica%%y pu%is pu%is stories stories on %oca% %oca% and nationa% nationa% po%itica% po%itica% events events and person persona%i a%itie ties8 s8 crime8 crime8 usine usiness ss88 entert entertain ainmen ment8 t8 societ society y and and sports sports// Most Most traditiona% papers a%so feature an editoria% page containing editoria%s written y an editor and co%umns tat e
A wide wide variet variety y of materi materia% a% as een een pu%is pu%ised ed in newsp newspape apers8 rs8 inc%ud inc%uding ing editor editoria% ia% opinions8 criticism8 persuasion persuasion and oituariesH entertainment entertainment features suc as crosswords8 crosswords8 sudoku and oroscopesH weater news and forecastsH advice8 food and oter co%umnsH reviews of movies8 p%ays and restaurantsH c%assified adsH disp%ay ads8 te%evision %istings8 inserts from %oca% mercants8 editoria% cartoons and comic strips/
Types of ne"s paper =i%e most newspapers are aimed at a road spectrum of readers8 usua%%y geograpica%%y defined8 some focus on groups of readers defined more y teir interests tan teir %ocati %ocation+ on+ for e
9aily A dai%y newspaper is issued every day8 sometimes wit te e
:ee!ly =eek%y newspapers are common and tend to e sma%%er tan dai%y papers/ 9n some cases8 tere a%so are newspapers tat are pu%ised twice or tree times a week/ 9n te #nited 'tates8 suc newspapers are genera%%y sti%% c%assified as week%ies/
;ational - 1nternational Most nations ave at %east one newspaper tat circu%ates trougout te wo%e country+ a nationa% newspaper8 as contrasted wit a %oca% newspaper serving a city or region/ 9n te #nited Iingdom8 tere are numerous nationa% newspapers8 inc%uding 7e 9ndependent8 7e 7imes8 7e !ai%y 7e%egrap8 7e 1uardian8 7e ?server8 7e !ai%y Mai%8 7e 'un8 7e !ai%y 6
9aini! 4a&ran( !ainik "agran was founded y urancandra 1upta in "ansi in .4,/ 9n .4 !ainik "agran sifted its eaduarters to Ianpur8 were it %aunced its second edition on ,. 'eptemer .4/ 7e ewa and Bopa% editions were added in .3 and .F/ 9n .8 pu%ication of 1orakpur edition started8 fo%%owed y Karanasi8 A%%aaad and Eucknow in ./ 9n .D48 Meerut edition was %aunced8 fo%%owed y Agra in .DF8 Barei%%y in .D and !e%i in .0/ Between . and ,00F8 eigteen new editions were added8 and troug ,00-0D8 si< new editions were %aunced/
More tan / mi%%ion peop%e read !ainik "agran making it te %argest read dai%y in 9ndia/ 5urrent%y8 !ainik "agran@s 3 editions are pu%ised across e%even states of 9ndia/ 9ts editions are pu%ised from te fo%%owing p%aces+
•
Madya rades+ Bopa%8 9ndore8 1wa%ior8 "aa%pur8 at%am8 'atna8 'augor
•
#ttar rades+ Ianpur 8 "ansi8 Karanasi8 Agra8 A%%aaad8 A%igar8 Barei%%y8 1orakpur
•
"arkand+ anci8 !anad8 "amsedpur
•
#ttarakand+ !eradun
•
un$a+ Amritsar 8 Eudiana8 "a%andar
•
:aryana+ anipat8:issar
•
Biar + atna8 Baga%pur
•
:imaca% rades+ !aramsa%a
•
!e%i
•
=est Benga%+ 'i%iguri
•
"ammu & Iasmir + "ammu
Mar!et
A nation@s economic and po%itica% wea%t is often measured y its readersip/ 7e 9ndian print media oasts severa% tousand newspapers and magaines is very uniue%y p%aced given te eterogeneity of our country/ 7ere are a vast numer of pu%ication masteads across scores of %anguages and pockets of distriution/
ising income and %iteracy %eve%s a%ong wit recent %iera%iation of media ave given te 9ndian media industry increasing momentum/
9n tis new8 dynamic wor%d of 9ndian media !ainik "agran is an iconic rand/ More tan / mi%%ion peop%e reac out for !ainik "agran making it te %argest read dai%y of 9ndia/
eadersip of !ainik "agran as grown y mu%tip%es over te years/ 7oday !ainik "agran as a readersip of / mn as per te 9ndian eadersip 'urvey8 ,00D ound ,/ 2ot on%y tis8 !ainik "agran as een te %argest read dai%y of 9ndia for te %ast consecutive .. rounds of te 9ndian eadersip 'urvey/ 7is is a uniue record in te istory of 9ndian media/
!ainik "agran@s 3 editions carve a uge swat across e%even states L #ttar rades8 #ttarakand8 un$a8 :aryana8 Biar8 "arkand8 :imaca% rades8 Madya rades8 !e%i8 =est Benga% and "ammu & Iasmir/ 9ts footprint revea%s tru%y awesome numers+ .0. mi%%ion ouseo%ds comprising 00 mi%%ion peop%e ('ource+ 9' ,00D , and 5ensus)/ ?f tese8 more tan 44 of a%% . mi%%ion p%us cities and 4, of a%% .008000 p%us towns in 9ndia fa%% witin "agran markets/ 0 of 9ndia@s '65 A and 4 of 9ndia@s s/ .08000N
per
mont
group
%ives
in
"agran
footprints/
4
of
te
9ndia@s
usinessmen;industria%ists; se%f-emp%oyed professiona%s and . of a%% students in 9ndia are from "agran markets/ 9ts markets account for a uge sare of most product categories L a%most every second automoi%e8 3 mi%%ion te%evision sets8 .3 mi%%ion refrigerators and ., mi%%ion ,-wee%er owners fa%% in "agran@s footprint ('ource L 9' ,00D ,)/
eprased8 a%most every tird :indi newspaper reader and every nint any newspaper reader in 9ndia reads !ainik "agran/
ABUT 1 C;DT
O
9-2e
oter markets vi/ Karanasi8 A%%aaad and Agra during te current uarter8 After P!ainik "agranP8 9-2e
O
?ut of :ome Advertising (??:) and 6vent Management activity continued to
sca%e up teir operations/ "8 a dedicated arm of "E to pursue its initiatives in moi%e and we space as %aunced ome sopping8 wit p%ans to add a few more services suc as c%assified vertica% in we space8 to its asket in near future/
O
5ommenting on te resu%ts8 Mr/ Maendra Moan 1upta8 5M! of "agran
rakasan Eimited said
O
=ereas growt in revenues from !ainik "agran continues as e
p%easing is increasing acceptai%ity and popu%arity of 9-2e
?ut%ook for a%% te usinesses of te company remains pretty positive and te trend of growt %ooks intact/ :owever8 profits migt e
Amar Ujala( Amar #$a%a was %aunced on te .Dt of Apri% .4D from Agra8 as a 4 page newspaper wit a circu%ation of ,F copies wit an o$ective of promoting socia% awakening and introducing a fee%ing of responsii%ity among te citiens of a recent%y independent 9ndia/ 9n keeping wit tese o$ectives tat te pu%isers ad set for temse%ves8 te kind of news pu%ised was asica%%y revo%ving around po%itica% and socia% issues and crime/ 'tarting from tat modest eginning8 ,0 years %ater Amar #$a%a acieved a circu%ation of ,08000 copies and was servicing over .4 districts in =estern #ttar rades/ 1rowing s%ow%y8 ut steadi%y8 te turn of te century saw Amar #$a%a as one of te top 3 dai%ies of 9ndia/ 2ot on%y as te newspaper sed te arriers of =estern #ttar rades and spread itse%f across te entire state8 ut as a%so ventured into oter neigouring states as we%%/ 7oday8 Amar #$a%a as a staggering circu%ation of over .8008000 copies and a readersip of over ,/D crore in 9ndia/ Additiona%%y Amar #$a%a is now a%so a %eading newspaper in 5andigar8 un$a8 :aryana8 :imaca% rades8 "ammu & Iasmir8 #ttar rades8 #ttarakand and !e%i/ 5urrent%y8 Amar #$a%a pu%ises a .D page dai%y issue wit more
co%our pages in every edition/ 9n addition to tis8 Amar #$a%a a%so as in offering for readers four co%our magaines8 name%y/
a) Udaan -A week%y career magaine for yout every =ednesday/ ) Rupayan - Aapki ersona% *riend+ An a%% new week%y magaine for women every *riday/ c) Einda&i ive - Bo%e to !9657 Bo%%ywood se+ A comp%ete%y new %ook fi%m magaine every 'unday/
A$out 'ompact Amar #$a%a 5ompact is a ta%oid sied compact version wit trendy internationa% design/ 9t comprises of 2ationa%8 internationa%8 state8 %oca% news & a%so to accomodates news of ad$oining areas8 sports & o%%ywood/ 9t as a specia% section ca%%ed “J?#219'7A2 wic caters to yout/
Apart from te aforementioned sections it as a segment “Iu%a anna wic contains a p%etora of topics from re%igion8 reservations8 editoria% etc/ 9n tis segment entries (poems8 sayari8 editoria% etc) received from readers are a%so pu%ised/
9t is a ,0 pager wit presence in D cities of #ttar rades name%y Ianpur8 Agra8 A%%aaad8 Karanasi8 !eradun8 1orakpur8 Barei%%y & Meerut/ After its inception in Ianpur L ?ctoerQ ,00 fo%%owed y Agra L !ecemerQ,00 tere was no %ooking ack/ ,00D witnessed 7win Eaunc of A%%aaad & Karanasi in "anuaryQ ,00D & anoter twin
%aunc in te same mont for !eradun & Meerut/ 1orakpur & Barei%%y witnessed compact %aunc in Apri% & May respective%y/
7a%oid sied 5ompact is very we%% accepted y a%% te cities/ 9t is 2o/. newspaper of Ianpur8 A%%aaad8 1orakpur & Barei%%y in its category/
*/=(Mar!etin& strate&y Marketing strategy is a process tat can a%%ow an organiation to concentrate its %imited resources on te greatest opportunities to increase sa%es and acieve a sustaina%e competitive advantage/ A marketing strategy sou%d e centered on te key concept tat customer satisfaction is te main goa%/
Marketing strategy is a metod of focusing an organiationQs energies and resources on a course of action wic can %ead to increased sa%es and dominance of a targeted market nice/ A marketing strategy comines product deve%opment8 promotion8 distriution8 pricing8 re%ationsip management and oter e%ementsH identifies te firmQs marketing goa%s8 and e
companyQs revenue8 marketing strategy is c%ose%y %inked wit sa%es/ A key component of marketing strategy is often to keep marketing in %ine wit a companyQs overarcing mission statement/
./ 7arget Audience ,/ roposition;Iey 6%ement 3/ 9mp%ementation A marketing strategy often integrates an organiationQs marketing goa%s8 po%icies8 and action seuences (tactics) into a coesive wo%e/ 'imi%ar%y8 te various strands of te strategy8 wic migt inc%ude advertising8 canne% marketing8 internet marketing8 promotion and pu%ic re%ations8 can e orcestrated/ Many companies cascade a strategy trougout an organiation8 y creating strategy tactics tat ten ecome strategy goa%s for te ne
Marketing is te activity8 set of institutions8 and processes for creating8 communicating8 de%ivering8 and e
Marketing is used to identify te customer8 satisfy te customer8 and keep te customer/ =it te customer as te focus of its activities8 it can e conc%uded tat marketing management is one of te ma$or components of usiness management/ Marketing evo%ved to meet te stasis in deve%oping new markets caused y mature markets and overcapacities in te %ast ,-3 centuries/ 7e adoption of marketing strategies reuires usinesses to sift teir focus from production to te perceived needs and wants of teir customers as te means of staying profita%e/
7e term marketing concept o%ds tat acieving organiationa% goa%s depends on knowing te needs and wants of target markets and de%ivering te desired satisfactions/ 9t proposes tat in order to satisfy its organiationa% o$ectives8 an organiation sou%d anticipate te needs and wants of consumers and satisfy tese more effective%y tan competitors/
Sales A sa%e is te act of se%%ing of products or services in return for money or oter compensation/ 9t is an act of comp%etion of a commercia% activity/
7e se%%er L te provider of te newspaper L comp%etes a sa%e in response to an acuisition or to an appropriation or to a reuest/ 7ere fo%%ows te passing of tit%e (property or ownersip) in te item8 and te app%ication and due sett%ement of a price8 te o%igation for wic arises due to te se%%erQs reuirement to pass ownersip/ 9dea%%y8 a
se%%er agrees upon a price at wic e wi%%ing%y parts wit ownersip of or any c%aim upon te item/ 7e purcaser8 toug a party to te sa%e8 does not e
Promotion romotion is one of te four e%ements of marketing mi< (product8 price8 promotion and p%ace)/ 9t is te communication %ink etween se%%ers and uyers for te purpose of inf%uencing8 informing8 or persuading a potentia% uyerQs purcasing decision/
7e fo%%owing are two types of promotion+
./ Aove te %ine promotion+ romotion in mass media (e/g/ 7K8 radio8 newspapers8 internet8 moi%e pones8 and8 istorica%%y8 i%%ustrated songs) in wic te advertiser pays an advertising agency to p%ace te advertisement
,/ Be%ow te %ine promotion+ A%% oter promotion/ Muc of tis is intended to e sut%e enoug for te consumer to e unaware tat promotion is taking p%ace/ 6/g/ sponsorsip8
product p%acement8 testimonia%s8 sa%es promotion8 mercandising8 direct mai%8 persona% se%%ing8 pu%ic re%ations8 trade sows
7e specification of five e%ements creates a promotiona% mi< or promotiona% p%an/ 7ese e%ements are persona% se%%ing8 advertising8 sa%es promotion8 direct marketing8 and pu%icity/ A promotiona% mi< specifies ow muc attention to pay to eac of te five sucategories8 and ow muc money to udget for eac/ A promotiona% p%an can ave a wide range of o$ectives8 inc%uding+ sa%es increases8 new product acceptance8 creation of rand euity8 positioning8 competitive reta%iations8 or creation of a corporate image/ *undamenta%%y8 owever tere are tree asic o$ectives of promotion/ 7ese are+
./ 7o present information to consumers as we%% as oters
,/ 7o increase demand
3/ 7o differentiate a product/
7ere are different ways to promote a product in different areas of media/ romoters use internet advertisement8 specia% events8 endorsements8 and newspapers to advertise teir product/ Many times wit te purcase of a product tere is an incentive %ike discounts8 free items8 or a contest/ 7is is to increase te sa%es of a given product/
7e term PpromotionP is usua%%y an PinP e
Mass mar!etin& Mass marketing is a market coverage strategy in wic a firm decides to ignore market segment differences and go after te wo%e market wit one offer/ 9t is type of marketing (or attempting to se%% troug persuasion) of a product to a wide audience/ 7e idea is to roadcast a message tat wi%% reac te %argest numer of peop%e possi%e/ 7raditiona%%y mass marketing as focused on radio8 te%evision and newspapers as te medium used to reac tis road audience/ By reacing te %argest audience possi%e e
7e opposite to 2ice marketing as it focuses on ig sa%es and %ow prices/ 9t aims to provide products and services tat wi%% appea% to te wo%e market/
*/?($jective - #cope $jective( ?$ective of tis study is to find marketing strategies suc as sa%es & promotiona% too%s app%ied y !ainik "agran & Amar #$a%a/ some of te o$ective is given e%ow-
.) 7o compare sa%es strategies of $agran & Amar #$a%a and find out est sa%es strategy of tem/ ,) 7o compare promotiona% too%s app%ied y $agran & Amar #$a%a and find out est promotiona% too%s/ 3) 7o Inow aout customer perception towards newspaper and content from customers of !ainik $agran and Amar #$a%a/
#cope( 7ere is various scope of tis study some of tem are given e%ow.) 7is study wi%% give est sa%es strategy for dai%y news wic may e e%pfu% for oter sma%% sie news dai%y/ ,) 7is study wi%% give est promotiona% strategy for dai%y news wic may e e%pfu% for oter sma%% sie news dai%y and even to $agran and Amar #$a%a a%so/ 3) 7is study wi%% provide information aout customer@s perception towards Amar #$a%a & !ainik "agran
'hapter8= iterature Revie" =/*(9aini! ja&ran 9n .4,8 te first edition of !ainik "agran was %aunced from "ansi/ 9n .48 te second edition was %aunced from Ianpur/ 9n a succession of %aunces and p%anned e
9ndore and 'i%iguri/ !uring ,00-0D si< new editions were %aunced L atia%a8 Batinda8 Matura8 ae Barei%%y8 Ayodya and :aridwar/
9n "une ,008 !ainik "agran entered into a strategic a%%iance and partnersip wit 9ndependent 2ews and Media %c/ 'ort%y after8 te company went pu%ic in ,00F/
"agran rakasan Etd ("E)is 9ndia@s %eading media and communications group8 wit its main interests across 2ewspapers8 ?utdoor8 9nternet8 Magaines8 Be%ow te Eine marketing so%utions8 and Moi%e Ka%ue Added 'ervices/
6sta%ised =it suc outstanding credentia%s it is easy to see tat !ainik "agran wou%d ave severa% acievements/ 9n May ,00F8 !ainik "agran was voted as te most credi%e source of news witin te print media y a BB5-euters study/
7e readersip and circu%ation numers ave grown e
9f statistics make a newspaper@s wor%d go around ten !ainik "agran as oter significant acievements8 as we%%+ its readersip is greater tan a%% te , 6ng%is dai%ies reported in 9' put togeter/ 9nteresting%y8 apart from eing te %argest read dai%y in te country8 !ainik "agran is a%so te 2o8. read dai%y amongst peop%e/
=/=(Amar Ujala ?ver te years8 a %ot as canged in Amar #$a%a/ #sing te %atest state of te art tecno%ogy and euipment8 Amar #$a%a is now eing printed from .D editions/ A%so in keeping wit todayQs fast paced %ife8 a%% printing centres are connected y %atest tecno%ogy to enance speed of news dissemination/ 7o ensure ua%ity of materia% and content8 Amar #$a%a as a regu%ar memersip wit A* and A/
Amar #$a%a as grown dramatica%%y and as evo%ved wit te canging times/ 7e newspaper is known for some ground reaking $ourna%ism and even in todayQs cut troat competitionH Amar #$a%a is sti%% se%%ing Autenticity8 :onesty and 7rust/
Amar #$a%a en$oys te numer four position in terms of readersip wit a tota% readersip of ,/ crores/ Besides8 te group as a%so decided to foray in te magaine vertica%/ 7e initiative wi%% e on te %ines of its oter competitors name%y !ainik Baskar and
:industan/ Amar #$a%a wi%% %aunc tree :indi magaines y ne
'hapter8? Research 9esi&n ?/*( Research 9esi&n type 9escriptive research desi&n(
!escriptive researc is a%so ca%%ed 'tatistica% esearc/ 7e main goa% of tis type of researc is to descrie te data and caracteristics aout wat is eing studied/ 9t is main%y ased on primary data and secondary data of organiation/
;ature of data( 9n tis study primary data co%%ected from survey metod troug te uestionnaire and secondary data is a%so taken y various sources/
'ollection of data( !ata wi%% e co%%ected troug primary and secondary sources from te dainik $agran and Amar #$a%a/ 7e data wi%% e co%%ected from te respondents troug te distriution of uestionnaire/
?/=( Method of data collection - data type( 8 Primary 9ata(8 rimary data is co%%ected y interviewing staff memers of Amar #$a%a & !ainik $agran y a we%% designed uestionnaire for teir marketing strategy and customer is a%so interviewed y me wit a %ist of uestionnaire on te asis of customer perception/ Guestionnaire is one of te most important too%s of knowing te organiationa% & customer view/
#econdary data(8 2ewspaper 8 magaines 8 internet 8 organiationa% records/
Area of the study( 8 Barei%%y
#amplin& method( 8 5onvenience samp%ing
'hapter8+(9ata Analysis - 1nterpretation
+/*(9ata Analysis !ata is co%%ected and recorded troug interview of organiationa% staff at !ainik $agran & Amar #$a%a y some open ended uestions and ana%yed to get some conc%usion on tis pro$ect/ 9 meet Mr/ Amit 'ing of marketing & advertisement department at Amar #$a%a Barei%%y and Mr/ 2itin Agarwa% of marketing & advertisement department at !ainik $agran Barei%%y/ Fuestion( */ cou%d you provide me some information aout marketing strategies app%ied
y your organiationR 9escription( 7is uestion as een designed to know aout various marketing strategies
app%ied y your Amar #$a%a & !ainik $agran/
Result(
Amar Ujala8 Mr/ Amit 'ing said tat Amar #$a%a is using mass marketing tecniues8 permanent distriutor appointment8 open me%as8 socia% we%fare programs8
oardings8
anners8 own wesite in marketing of newspaper/ 9aini! 4a&ran8 Mr/ 2itin Agarwa% said tat !ainik $agran is using marketing tecniues
%ike se%%ing y appointing distriutor8 iger margin to te distriutor8 %ow priced news paper to penetrate te market8 pu%ic meetings8 oardings8 anners8 internet/
Fuestion( =/ wat are te sa%es tecniues app%ied y your organiationR 9escription( 7is uestion is designed to know aout sa%es tecniues app%ied y dainik
$agran & Amar #$a%a/
Result( Amar Ujala8 Marketing ead of Amar #$a%a said tat tey are using a distriution
canne% to se%% teir news paper/ 7ere are distriutors8 se%%ers and so many de%ivery oys to ensure avai%ai%ity of news paper to te reader in tat distriution canne%/ 9aini! 4a&ran8 Marketing ead of !ainik $agran said tat tey are using same
distriutors of oter news paper as we%% as tey ave appointed teir own distriutors in te market in teir distriution canne%/ 7eir ierarcy of distriution canne% is same as oter news paper in te market/
Fuestion( ?/ wic promotiona% too%s are used y your organiation to promote your dai%y news paperR 9escription( 7is uestion is designed to know aout promotiona% too%s app%ied y
dainik $agran & Amar #$a%a/
Result( Amar Ujala8 Marketing ead of Amar #$a%a said tat tey are using 40-0
oarding8 anners8 sopping carniva%8 open me%as8 socia% activities and a campaign against po%ytin %ike po%y tin ke ina sunder duniya8 gifts as promotiona% too% in Barei%%y/ 9aini! 4a&ran8 Marketing ead of !ainik $agran said tat tey are using oardings8
anners8 pu%ic meetings8 price cut8 gifts8 *M radio as a promotiona% too% to promote teir newspaper in Barei%%y/
Fuestion(+/ =at is done y your organiation to retain your customers to a %ong timeR 9escription( 7is uestion is designed to know aout customer retaining tecniue used
y dainik $agran & Amar #$a%a/
Result(
Amar Ujala8 Marketing ead of Amar #$a%a said tat tey are focusing on good
ua%ity of content to attract teir customers as we%% as tay are a%so app%ying sopping carniva%8 open me%as8 socia% activities8 gifts to retain teir customers in Barei%%y/ 9aini! 4a&ran8 Marketing ead of !ainik $agran said tat tey are se%%ing
newspaper on %ess price8 giving gifts to distriutor on sa%e to retain teir customers in Barei%%y/
Fuestion( @/ =o are te main competitorsR 9escription( 7is uestion is designed to know aout competitors of ot dainik $agran
& Amar #$a%a/
Result( Amar Ujala8 Marketing ead of Amar #$a%a said tat teir main competitor is
!ainik "agran in Barei%%y/ 9aini! 4a&ran8 Marketing ead of !ainik $agran said tat teir main competitors
are te Amar #$a%a8 :industan dai%y newspaper in Barei%%y/
Fuestion( / :ow8 you are differentiating your newspaper from your competitorsR 9escription( 7is uestion is designed to know aout ow ot news paper is
differentiating temse%ves from eac oter/
Result( Amar Ujala8 Marketing ead of Amar #$a%a said tat tey are focusing on content
and ua%ity of news paper8 tey are te o%dest rand in Barei%%y/ 9aini! 4a&ran8 Marketing ead of !ainik $agran said tat tey are providing
ceapest priced newspaper wit iger ua%ity newspaper in Barei%%y/
Fuestion( H/ wat are te p%ans to enefit your customersR 9escription( 7is uestion is designed to know aout ow ot news papers is enifiting
teir customers/
Result( Amar Ujala8 Marketing ead of Amar #$a%a said tat tey are pu%ising re%evant
news in teir news paper8 tey are covering a%% te news re%ated need of customers %ike regiona% news8 nationa% news8 genera% awareness8 providing information aout
$o and career8 genera% know%edge8 important advertisements8 tey are doing some socia% activities %ike add e%ping camp8 winning prie on sopping carniva%s/ 9aini! 4a&ran8 Marketing ead of !ainik $agran said tat tey are providing fast
news de%ivery troug good distriution canne%8 newspaper wit iger ua%ity ceapest in price8 providing genera% know%edge to te students in newspaper8 providing $o and career re%ated information/ Fuestion( >/9s it rigt tat %ess price is good for sa%e or notR 9escription( 7is uestion is designed to know aout ow ot news papers is
enefiting tem se%f troug cutting teir price or deciding to not to reduce teir price/
Result( Amar Ujala8 Marketing ead of Amar #$a%a said tat tey are stai%ied rand in
Barei%%y so tat we are not reuired to cut price of te news paper/ 7eir customers are %oya% to tem and tey are not reducing teir price of newspaper or not for advertisement/ 9aini! 4a&ran8 Marketing ead of !ainik $agran said tat tey tink tat price cut
is very muc eneficia% for introductory session to capture a %arge market sare and after tat tey cou%d rise te price of teir newspaper/ Fuestion( I/Are you facing any pro%em in marketing of dai%y newsR
9escription( 7is uestion is designed to know aout wic type of pro%em ot te
news paper is facing in marketing of teir newspaper/
Result( Amar Ujala8 Marketing ead of Amar #$a%a said tat tey are facing pro%em %ike
fast distriution canne%8 reac ai%ity in rura% market8 competition in te market8 %ess se%% in summer season8 iger margin given y competitors to distriutors/ 9aini! 4a&ran8 Marketing ead of !ainik $agran said tat tey are facing pro%em
%ike ig competition8 stai%ity in te market8 tracking adds in newspaper8 cutting cost and iger margin to distriutors/
Fuestion( *)/9s compact (9 ne
teir main rand/
Result( Amar Ujala8 Marketing ead of Amar #$a%a said tat compact is eneficia% for
tem and it is targeted for %ow income fami%y/
9aini! 4a&ran8e said tat i-ne
paper so tat segment of i-ne
./ =ic newspaper you uyR a)Amar #$a%a
)!ainik "agran
c)i-ne
d)5ompact
Description:
7is uestion ad een made to know respondent@s preference
aout newspaper tey uy/
Sample size=60
Table.1 Customers pre!erence !or ne"spaper
.ption /mar 0jala
Repone 2)
Percentage )
aini 4agran i5next !ompact Total
21 6 + 60
3* 1* 1 100#
Grap$ !or %uestion.1 Customers pre!erence !or ne"spaper
&i'ure(1 )* ) 3* 3 2*
*re!erence
2
)8
1*
3*8
1
1*8
*
/mar 0jala
aini 4agran
75next
18 !ompact
)e"spaper
1nterpretation( *rom responses given y F0 respondents8 40 respondents (,4 respondents) said tat tey were prefer to uy Amar #$a%a and 3 respondents (,. respondents) said tat tey were prefer to uy !ainik "agran and . respondents (
respondents) said tat tey were prefer to uy i-ne
,/ 9f you uy Amar #$a%a ten wic factor inf%uences you to uy Amar #$a%aR a)Gua%ity of content
Description:
)Brand image
c)rice
7is uestion ad een made to know factors tat inf%uence
customers to uy Amar u$a%a/
Sample size=+,
Table.+ &actors in-uencin' to bu /mar jala ne"spaper
.ption 9uality o: content Brand image Price Total
Repone 12
Percentage *
12 +,
* 100#
Grap$ !or %uestion.+ &actors in-uencin' to bu /mar jala ne"spaper
&i'ure(+ + * )
*eople
3 2
*8
*8
9uality o: content
Brand 7mage
1
Price
n-uencin' &actors
1nterpretation( *rom responses given y ,4 respondents8 0 respondents (., respondents) said tat tey were inf%uenced to uy Amar #$a%a due to teir content ua%ity and 0 respondents (., respondents) said tat tey were prefer to uy Amar u$a%a due to teir rand image and no one inf%uenced y price/
3/ 9f you uy !ainik "agran ten wic factor inf%uence you to uy !ainik "agranR a)Gua%ity of content
)Brand image
c)rice
Description:
7is uestion ad een made to know factors tat inf%uence
customers to uy !ainik "agran/
Sample size=+1 Table.2 &actors in-uencin' to bu Daini3 4a'ran ne"spaper
.ption 9uality o: content Brand image Price Total
Repone 1
Percentage ),8+
+ * +1
2-8+ 238- 100#
Grap$ !or %uestion.2 &actors in-uencin' to bu Daini3 ja'ran ne"spaper
&i'ure(2
*eople
* )* ) 3* 3 2* 2 1* 1 *
),8+ 2-8+
9uality o: content
Brand 7mage
238-
Price
n-uencin' &actors
1nterpretation( *rom responses given y ,. respondents8 4/F respondents (.0 respondents) said tat tey were inf%uenced to uy !ainik "agran due to teir content ua%ity and ,D/F respondents (F respondents) said tat tey were prefer to uy !ainik "agran due to teir rand image and ,3/D ( respondents)said tat tey were inf%uenced y price/
4/ =at is your perception aout i-ne
a) 2ewspaper for yout
Description:
) 2ewspaper for %ow income peop%e
7is uestion ad een made to know perception of peop%e aout i-
ne
Sample size=5
Table., *erception about i(net
.ption ;e' paper :or youth ;e' paper :or lo' income people Total
Repone ,
Percentage ,-
2
22
5
100#
Grap$ !or %uestion., *erception about i(net
&i'ure(, 6 - , + *
*eople
)
,,8-
3 2 228
1
;e'paper :or youth
;e'paper :or lo' income people
*erception
1nterpretation( *rom responses given y respondents8 D respondents ( respondents) said tat i-ne
/ =at is your perception aout compactR a) 2ews paper for yout
Description: compact/
) 2ews paper for %ow income peop%e
7is uestion ad een made to know perception of peop%e aout
Sample size=7
Table.7 *erception about Compact
.ption ;e' paper :or youth ;e' paper :or lo' income people Total
Repone
Percentage
+
1
6
100#
Grap$ !or %uestion.7 *erception about Compact
&i'ure(7 12 1 -
*eople
+ 18 ) 2
8 ;e'paper :or youth
;e'paper :or lo' income people
*erception
1nterpretation( *rom responses given y F respondents8 .00 respondents (F respondents) said tat compact newspaper is made for %ow income peop%e and no one said tat it is for yout/
F/ =at is your view on ad and content in Amar #$a%aR a)More ad tan content
Description:
c)More content tan ad
7is uestion ad een made to know perception of peop%e aout
Amar #$a%a tat Amar #$a%a providing good content or more advertisement in teir newspaper/
Sample size=+,
Table.6 *erception about a8 an8 ne"s content in /mar jala
.ption More a8 t$an content ore content than ad Total
Repone 1
Percentage )18,
1)
*-83
+,
100#
Grap$ !or %uestion.6 *erception about a8 an8 ne"s content in /mar jala
&i'ure(6 , + * )
*eople
3 2
*-83 )18,
1
ore ad than content
ore content than ad
)e"spaper
1nterpretation( *rom responses given y ,4 respondents8 4./ respondents (.0 respondents) said tat tere is more ad tan content in Amar #$a%a ut D/3 respondents said tat tere is more content tan ad in Amar #$a%a/
/ =at is your view on ad and content in !ainik "agranR a)More ad tan content
c)More content tan ad
Description:
7is uestion ad een made to know perception of peop%e aout
!ainik "agran tat !ainik "agran is providing good content or more advertisement in teir newspaper/
Sample size=+1
Table.9 *erception about a8 an8 ne"s content in Daini3 ja'ran
.ption ore ad than content ore content than ad Total
Repone 12
Percentage *,
6
)3
+1
100#
Grap$ !or %uestion.9 *erception about a8 an8 ne"s content in Daini3 ja'ran
&i'ure(6 + * )
*eople
3
*,8 )38
2 1
ore ad than content
ore content than ad
)e"spaper
1nterpretation( *rom responses given y ,. respondents8 respondents (., respondents) said tat tere is more ad tan content in !ainik $agran ut 43 respondents() said tat tere is more content tan ad in !ainik $agran/
D/ =ic newspaper you find tat easi%y avai%a%e to youR a)Amar #$a%a or compact
Description:
)!ainik "agran or i-ne
7is uestion ad een made to know perception of peop%e tat
wic newspaper is easi%y avai%a%e to tem/
Sample size=60
Table. *erception about availabilit o! ne"spaper
.ption /mar 0jala or compact aini 4agran or i5next Total
Repone 2)
Percentage )
3+
+
60
100#
Grap$ !or %uestion. *erception about availabilit o! ne"spaper
&i'ure( , + * )
*eople
3 2
+8 )8
1
/mar 0jala
aini 4agran
)e"spaper
1nterpretation( *rom responses given y F0 respondents8 40 respondents (,4 respondents) said tat Amar #$a%a is easi%y avai%a%e to tem ut F0 respondents (3F) said tat !ainik $agran is easi%y avai%a%e to tem/
+/=(%indin&s 18 Amar #$a%a is using mass marketing tecniues8 permanent distriutor appointment8 open me%as8 socia% we%fare programs8 oardings8 anners8 own wesite in marketing of newspaper and !ainik $agran is using marketing tecniues %ike se%%ing y appointing distriutor8 iger margin to te distriutor8 %ow priced news paper to penetrate te market8 pu%ic meetings8 oardings8 anners8 internet/ ,/ Amar #$a%a is using distriution canne% to se%% teir news paper/ 7ere are distriutors8 se%%ers and so many de%ivery oys to ensure avai%ai%ity of news paper to te reader in tat distriution canne%/ !ainik $agran is using same distriutors of oter news paper as we%% as tey ave appointed teir own distriutors in te market in teir distriution canne%/ 7eir ierarcy of distriution canne% is same as oter news paper in te market/ 3/ Amar #$a%a is using 40-0 oarding8 anners8 sopping carniva%8 open me%as8 socia% activities and a campaign against po%ytin %ike po%y tin ke ina sunder duniya8 gifts as promotiona% too% in Barei%%y/ !ainik $agran is using oardings8 anners8 pu%ic meetings8 price cut8 gifts8 *M radio as a promotiona% too% to promote teir newspaper in Barei%%y/ 4/ Amar #$a%a is focusing on good ua%ity of content to attract teir customers as we%% as tay are a%so app%ying sopping carniva%8 open me%as8 socia% activities8
gifts to retain teir customers in Barei%%y/ !ainik $agran is se%%ing newspaper on %ess prices8 giving gifts to distriutor on sa%e to retain teir customers in Barei%%y/ / Amar #$a%a@s main competitor is !ainik "agran in Barei%%y/ !ainik $agran@s main competitor is Amar #$a%a8 :industan dai%y newspaper in Barei%%y/ F/ Amar #$a%a is focusing on content and ua%ity of news paper8 tey are te o%dest rand in Barei%%y/ !ainik $agran is providing ceapest priced newspaper wit iger ua%ity newspaper in Barei%%y/ H/ Amar #$a%a is pu%ising re%evant news in teir news paper8 tey are covering a%% te news re%ated need of customers %ike regiona% news8 nationa% news8 genera% awareness8 providing information aout $o and career8 genera% know%edge8 important advertisements8 tey are doing some socia% activities %ike add e%ping camp8 winning prie on sopping carniva%s/ !ainik $agran is providing fast newspaper de%ivery troug good distriution canne%8 newspaper wit iger ua%ity ceapest in price8 providing genera% know%edge to te students in newspaper8 providing $o and career re%ated information/ >/ Amar #$a%a is a stai%ied rand in Barei%%y so tat tey ave not reuired to cut teir price of te news paper/ 7eir customers are %oya% to tem and tey are not reducing teir price of newspaper or not for advertisements in Amar u$a%a/ rice cut is very muc eneficia% for !ainik $agran at introductory session to capture a %arge market sare and after tat tey cou%d rise te price of teir newspaper/ I/ Amar #$a%a is facing pro%em %ike fast distriution canne%8 reac ai%ity in rura% market8 competition in te market8 %ess se%% in summer season8 iger margin given y competitors to distriutors/ !ainik $agran is facing pro%em %ike ig
competition8 stai%ity in te market8 tracking adds in newspaper8 cutting cost and iger margin to distriutors/
*)/
compact is eneficia% for tem and it is targeted for %ow income fami%y/ i-
ne
%indin&s on 'ustomer Perception( ./ ?n te preference of customer tat wic paper tey uy 40 respondents said tat tey were prefer to uy Amar #$a%a and 3 respondents said tat tey were prefer to uy !ainik "agran and . respondents said tat tey were prefer to uy i-ne
4/ ?n a uestion to customer@s of i-ne
**/
?n a uestion to customers of ot newspaper 40 respondents said tat
Amar #$a%a is easi%y avai%a%e to tem ut F0 respondents said tat !ainik $agran is easi%y avai%a%e to tem/
+/?('onclusion
As data &athered throu&h intervie"in& representatives of Amar Ujala and 9aini! 4a&ran to !no" a$out their mar!etin& strate&ies/ There are follo"in& conclusions &iven $elo" comes into eistence from data analysis and findin&s/
18 As per marketing strategies concern for Amar #$a%a8 tere are using mass marketing tecniues8 permanent distriutor appointment8 open me%as8 socia% we%fare programs8 oardings8 anners8 own wesite for sa%es and promotion of Amar u$a%a newspaper 28 As per marketing strategies concern for !ainik $agran8 tey are using marketing tecniues %ike se%%ing y appointing distriutor8 iger margin to te distriutor8 %ow priced news paper to penetrate te market8 pu%ic meetings8 oardings8 anners8 internet/ 3/ Amar #$a%a@s main focus on good ua%ity of content to attract teir customers as we%% as tay are a%so app%ying sopping carniva%8 open me%as8 socia% activities8 gifts to retain teir customers in Barei%%y/ !ainik $agran@s sa%es strategy for newspaper depends on %ess prices8 giving gifts to distriutors on iger sa%e to retain teir customers in Barei%%y/ 4/ Amar #$a%a is considering !ainik $agran as teir main competitor in Barei%%y and !ainik $agran is considering Amar #$a%a8 :industan dai%y newspaper as teir competitor in Barei%%y/ @/ 7o attract teir customer Amar #$a%a is offering differentiated newspaper8 tey are covering a%% te news re%ated need of customers %ike regiona% news8 nationa% news8 genera% awareness8 providing information aout $o and career8 genera% know%edge8 important advertisements8 tey are doing some socia% activities %ike
add e%ping camp8 winning prie on sopping carniva%s/ !ainik $agran is attracting teir customers y newspaper wit ceapest in price8 providing genera% know%edge to te students in newspaper8 providing $o and career re%ated information/ Amar #$a%a is a stai%ied rand in Barei%%y so tat tey ave not reuired cutting teir price of te news paper/ 7eir customers are %oya% to tem and tey are not reducing teir price of newspaper or not for advertisements in Amar u$a%a/ / 5ompact is eneficia% for Amar #$a%a and it is targeted for %ow income fami%y/ 9-ne
As data &athered throu&h intervie"in& customers of Amar Ujala and 9aini! 4a&ran to !no" a$out their perception to"ards $oth ne"spaper/ There are follo"in& conclusions comes into eistence from data analysis and findin&s/
./ As per findings customers ave positive perception towards Amar u$a%a8 and tey ig%y prefer to uy Amar #$a%a and i-ne
Barei%%y/ 9-ne
+/+(Recommendations Recommendations to Amar Ujala(
./ 9t is recommended tat Amar #$a%a sou%d ave to make teir more strong distriution canne% y providing iger margin to teir distriutors/ ,/ 7ey ave to advertise teir news paper troug e%ectronic media suc as on 7/K/8 troug *M radio etc/ 3/ Amar #$a%a is considering !ainik "agran as teir main competitor ut some oter competitors are a%so tere in Barei%%y so tat tey ave to consider tem/ Recommendations to 9aini! 4a&ran(
./ 9t is recommended to !ainik "agran tat tey ave to do some socia% activity %ike Amar #$a%a@ Baad raat and campaign against po%ytin to gain popu%arity in socia% concerns/ ,/ !ainik "agran sou%d ave to increase teir prices to make a good attitude in consumer@s mind ecause %ow price affect te rand image in te market/ 3/ !ainik $agran sou%d ave de%iver more content tan ad in teir news paper/ 4/ !ainik "agran@s rand 9-ne
+/@( imitation
7ere cou%d e %imitations in my study due to various reasons are given e%ow/ ./ 9t may e appen tat teir may e some aisedness done y customer in rep%ying on teir perception towards newspaper/ ,/ 9t may e appen tat teir may e some wrong information provided y staff memers on some uestions/ 3/ 9t may e appen tat teir may e some mistake done y me during interpratation of data in my researc/ 4/ 9t may e appen tat tere is confusion among customer@ mind and in mind of staff memers aout my uestion ten it may resu%t in confusive responses/ / 7ere may e some writing mistake or mistake in ca%cu%ation/
+/( Bi$lio&raphy Boo!s( . Marketing esearc L 1/5/Beri , esearc Metodo%ogy L 5//Iotari 3 Marketing Management Li%ip kot%er :e$sites( . , 3 4
www/goog%e/com www/searc/yaoo/com '''8in8jagran8yahoo8com '''8amarujala8com
'hapter/@( Anneure @/*( Fuestionnaire 7ese uestions ad een asked to te marketing manager of Amar #$a%a & !ainik "agran*8 'ould you provide me some information a$out mar!etin& strate&ies applied $y your or&aniJationK =8 :hat are the sales techniLues applied $y your or&aniJationK ?8 :hich promotional tools are used $y your or&aniJation to promote your daily ne"s paperK +8 :hat is done $y your or&aniJation to retain your customers to a lon& timeK @8 :ho are the main competitorsK 8 7o", you are differentiatin& your ne"spaper from your competitorsK H8 :hat are the plans to $enefit your customersK >8 1s it ri&ht that less price is &ood for sale or notK I8 Are you facin& any pro$lem in mar!etin& of daily ne"sK .0- 1s compact .1 net0 $ecomes a hurdle for Amar Ujala .9aini! ja&ran0sale or it is $eneficial for Amar Ujala .9aini! 4ar&ran0K
7ese uestions ad een asked to customers of Amar #$a%a & !ainik "agran to know teir perception towards teir newspapers/
a)Amar #$a%a
)!ainik "agran
c)i-ne
d)5ompact
=/ 1f you $uy Amar Ujala then "hich factor influences you to $uy Amar UjalaK
a)Gua%ity of content
)Brand image
c)rice
?/ 1f you $uy 9aini! 4a&ran then "hich factor influence you to $uy 9aini! 4a&ranK
a)Gua%ity of content
)Brand image
c)rice
+/ :hat is your perception a$out i8netK
a) 2ewspaper for yout
) 2ewspaper for %ow income peop%e
