Submitted by Group 4

U113023- Joanne D’souzaU113050- Sourabh Jain

U113091- Kshitij PathakU113211- Nirlipta Panda

U113235- Swastik Mohapatra

TO STUDY BUYING BEHAVIOUR OF PRINT

NEWSPAPERS IN BHUBANESWAR

FLOW OF PRESENTATIONObjectives of study

Literature Review

Research design & methodology

Quantitative Analysis

Focus Group Discussions

In depth interviews

Conclusion

LITERATURE REVIEW

2007 2008 2009 2010 2011 2012 2013 2014 (E)

2015 (E)

2016 (E)

2017 (E)

2018 (E)

0.001.002.003.004.005.006.00

1.35 1.591.86

2.43 3.15 3.38 3.68 4.00 4.37 4.80 4.805.26

Total Newspaper Publishing Revenue in India (in USD billion)

2009 2010 2011 2012 2013 2014 (E)

2015 (E)

2016 (E)

2017 (E)

2018 (E)

150152154156158160162164

162160

157155 154 154 154 155 155 155

Total Newspaper Publishing Revenue globally (in USD billion)

(Source: Open Government Data Platform, Government of India)

(Source: Open Government Data Platform, Government of India)

• The earliest forerunners of newspapers were in the form of daily sheets published in Rome under Julius Caesar called ‘ActaDiurna’ (meaning Daily Events) in 59 BC.

• The first printed newspaper in English was the ‘London Gazette’ in 1666.• The onset of newspapers in India lagged more than a decade from ‘London

Gazette’ with ‘The Bengal Gazette’ starting in 1780.

English; 11891

Hindi; 34655

Urdu; 3948Multilingual;

1018

Bilingual; 5979

Vernacular languages;

25631

Distribution in the number of regis-tered newspapers & periodicals in

India (by language) in 2011-12

Odia; 1216

English; 156

Hindi; 36Others; 135

Distribution in the number of registered newspapers & periodicals in Odisha (by

language) in 2011-12

Sambad

Samaj

The Times of India

Dainik Jagran

the Hindu

0 2 4 6 8 10 12 14 1615.04

14.5513.78

1.851.67

0.870.410.30.210.19

Top 10 Odia dailies by AIR (in lakhs) in 2011

Dainik Jagran (Hindi)

Dainik Bhaskar (Hindi)

Daily Thanthi (Tamil)

Times of India (English)

Mathrubhumi (Malayalam)

0 2 4 6 8 10 12 14 16 1815.526

14.24512.855

8.56500000000001

8.1567.665

7.2537.071

6.1365.601

Top 10 daily newspapers in India by readership (in million)

(Source: Indian Readership Survey, 2013)

(Source: Indian Readership Survey, 2013)

(Source: Open Government Data Platform, Govt. of India)(Source: Open Government Data Platform, Govt. of India)

LITERATURE REVIEW-FACTORS INFLUENCINGIndian Print Industry is the second largest in the world (after China), growing at a CAGR of 7%

As per a report by FICCI-KPMG, print will remain a growth medium for at least a decade from now and a forecast growth of 9% is expected for the next 5 years.

Two most important factors contributing to this growth in India are very low & non fluctuating cost of newspapers & increasing literacy.

The transition to digital will begin to impact in the next five years, mostly to the affluent middle class of India.

Total Responses: 111

QUANTITATIVE ANALYSIS DEMOGRAPHIC PROFILE OF RESPONDENTS

Male ; 59%Female; 41%

GENDER DISTRIBUTION

13-19 years; 7.21%20-25 years; 30.63%

26-29 years; 22.52%

30-40 years; 19.82%

40-60 years; 11.71%

> 60 years; 8.11%

AGE GROUP DISTRIBUTION OF RESPONDENTS (in %)

< Rs. 2 lakhs Rs. 2-5 lakhs Rs. 5-10 lakhs

Rs. 10-20 lakhs

> Rs. 20 lakhs

18.92%

39.64%

28.83%

9.91%

2.70%

INCOME GROUP DISTRIBUTION OF RESPONDENTS (in % )

KEY FINDINGS OF QUANTITATIVE ANALYSIS

Printed; 65%

Online; 20%

Read but not buy; 13% Don't read; 2%

English; 67%

Hindi; 5%

Odia; 24%Others; 4%

PREFERRED DAILIES AMONG THE RESPON-DENTS

0-10 min; 18.35%

11-20 min; 31.19%20-35 min;

26.61%

35-60 min; 20.18%

1-2 hours; 3.67%

tIME SPENT ON NEWSPAPERS DAILYNEWS READING PREFERENCES

Factors driving Newspaper Buying Behaviour Mean

Order of

priority

Quality of Content 89.35 1

Time of Delivery 71.08 2

Frequency of Availability 69.90 3

Look, Colour and Design 56.39 4

Cost 42.91 5

Number of Pages 40.20 6

Promotional Activities/ Offers 31.60 7

Sport

s

Enter

tainm

ent

Busine

ss

Politic

al

Nation

al/Int

ernati

onal

news

Opinion

s/edit

orials

Tech

nolog

y

Loca

l city

News

39.64%35.14%44.14%

71.17%80.18%

34.23%20.72%

49.55%

PREFERRED READINGS OF A NEWSPAPER BY RE-

SPONDENTS (in %)

KEY FINDINGS OF QUANTITATIVE ANALYSIS

FGD INTERVIEWS

No. of participants = 10

Age bracket = 20 to 25

Gender demography: 6 males, 4 females

Participants numbered sequentially in clockwise order from 1 to 10

Moderators = 2 in number

No. of participants = 7

Age bracket = 21 to 27

Gender demography: 2 males, 5 females

Participants numbered sequentially in clockwise order from 1 to 7

Moderators = 2 in number

FGD 1 FGD 1 FGD 2

Most respondent in this FGD prefer business and economics related newspaper, because it is usually considered a must in all B-Schools

Their preferred language is English because of their convent education background

Choice of newspaper primarily motivated by availability of newspaper subscription, followed by force of habit of reading a particular newspaper

Along with the quality of articles and editorials, peer subscriptions is also one of the most important drivers

People are price sensitive when they make long-term subscriptions but not price-sensitive when purchasing single pieces

Most respondents used mobiles news apps to supplement and not replace their consumption of newspaper

FGD Conclusions

IN-DEPTH INTERVIEWS30 interviews of consumers & a distributor

Select consumers with varied demographic profiles spread across Bhubaneswar

Working professional (IT), 24 year old,

Male, Lives in Khandagiri

Retired academician, Male, 62 years, Lives

in Shaheed Nagar.

Single mother (Teacher in a primary school), Female, 37 years, Lives in Old

town.

Working professional (Doctor), Male, 55

years, Lives in Patia

MBA student, Male, 27 years, Lives in Chandrasekarpur

Student, Female, 16 years, Lives in

Bermunda.

Profile of the distributor:• Male, 22 years of experience in

newspaper delivery• Door to door delivery areas like

covering Nalco Nagar, Maitree Vihar, Samant Vihar, Rail Vihar, Rail Kunj, Gajapati Nagar and B.D.A.

• Serves households, private companies, government offices, shop outlets, clinics schools.

• Sells around 3000-3500 issues of 20-25 types of newspapers every month.

Some customer profiles

Changing the type of newspaper they have subscribed in the past 5 five years.

The top three reasons influencing the purchase behaviour of newspapers are content, everyday availability and variety of news.

All types of articles are majorly preferred with a lesser inclination towards stories/cartoons.

Reading online news do not affect the purchase of a print newspaper since online is not considered an exhaustive source of news.

KEY FINDINGS OF IN-DEPTH INTERVIEWS 45% of our respondents will continue subscribing to newspapers for the next 5 years, however < 20% would continue the same after 5 years.

A decreasing preference of newspapers as we move to younger generations.

The cost of the all popular dailies has been found to be almost unchanged over the past 5 years- a widely attractive option.

Common recommendations:- Removal of unbiased & redundant articles.- Introduction of new columns suiting

different readers.