MARKET RESEARCH PROJECT ON

NEWSPAPER INDUSTRY

By:

Gagan Pareek

&

Harish Nath

OBJECTIVES OF STUDY: Current Scenario.

Our understanding of the category.

Reading habits and preferences.

Strength and weaknesses of the major brands.

Suggestions for a new launch in this category.

PROPERTIES OF PRODUCT AND CURRENT SCENARIO Highly perishable. Highly dependent

on distribution network.

Time bound. Regional

preferences. Language barriers. Completely

different revenue model.

Average time spent minutes/week

MAJOR FEATURES OF STUDY: Nature of the study: Primary Research

Target population : Youth population(age 25 – 40)

Sample size: 50 Youth

Coverage: Bangalore

Location of Survey: CCDs

Selection procedure: Random

Method of Interview: Face to Face

Duration: 2 Days

INFLUENTIAL VARIABLES:

Background Variables1) Name2) Age3) Sex4) Education

Home Variables1) Home Influence2) Mother tongue3) Future Goals4) Availability

Reading Habit Variables

1) Buying Pattern2) Frequency3) Time4) Section of interest

PROMINENT NEWSPAPERS IN BANGALORE: TOI The Hindu Business Standard Economic Times HT Bangalore Mirror E-Sanjay Deccan Herald The Telegraph Mint Other Kannada papers

BRAND RECALL:

IInd Brand Recall IIIrd Brand Recall

Ist Brand Recall

WHAT PEOPLE BUY ?

INTERESTS:

CONCLUSION:

Untapped MarketSuggestions for a new

launch:

Newspaper should adopt set top box strategy.

Thank You