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UNDERSTANDING THE CONSUMERBEHAVIOUR TOWARDS TIMES OF INDIA

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INTRODUCTION

Consumer behaviour is the study of individuals orgroups to select product and services to satisfy need ofthe processes .

It is necessary to understand the DECISIONMAKING.

Researching consumer behaviour is a complexprocess.

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Post purchaseEvaluationPurchaseDecisionEvaluationofAlternatives

The Consumer Buying Process

InformationSeekingProblemRecognition

Psychological Personal Social Cultural

Personal&EnvironmentalFactors

Product Pricing Promotion Place

MarketingFactors

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INTRODUCTION ABOUT THE TIMES OFINDIA

THE TIMES OF INDIA is a leading English languagedaily 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 millioncopies in 2012

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Project Description

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Project Description

Objective Analyzing the Consumer Behaviour Towards

The Times Of India amongst youngsters inJaipur.

Scope of Work Scope of work included finding various

parameters that would be required toencourage the People in Jaipur for English

newspaper readership.

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Research Method

I have used both Qualitative as well as Quantitativeresearch techniques to carry out the research.

Qualitative research techniques have been used tofind out the retailers opinion and suggestion andfocus groups. The nature of this type of research isexploratory and open ended.

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Quantitative research has been using theQuestionnaires have been used to find out the factors

where TOI is lagging behind DAINIK BHASKAR &HINDUSTAN TIMES.

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Research Process

Stage (1) Defining the problem: Problems Tofind out reasons why customers do not readTheTimes of India newspaper

Stage (2) Research Design: Research Design isplan specifying the methods and procedures forcollecting and analyzing the needed information.

Research type: Descriptive researchMethod used: By Pilot survey

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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

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What are you doing?

Study was focused on those individuals who know

English but do not read English newspaper. According to above graph, students and employees

were major segments that consist of approx. 75% oftotal non-TOI readers.

010

20

30

40

Students Employees BusinessPersons

Others

22

8 6 4

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Which News Paper Are You Reading ?

Dainik Bhaskar and Rajasthan Patrika are the mostcirculated newspapers; approx 70% educated individualsare reading those newspapers in Jaipur.

These two newspapers are read by educated person, sothis is the big opportunity to extend the market andconvince them to read TOI.

010203040

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Quality information of The Times ofIndia as compare to other newspaper?

The quality of information provided by the Times of India isgood because approx. 30% respondents said excellent and50% good. This shows that The Times of India informationis too specific and the newspaper is too friendly in nature.

30%

50%

10%

5%5%

Percentage Of Quality Information Provided ByTOI

Excellent

Good

Fair

Poor

Can Not Say

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Importance Of Paying Extra Cost Of TOIOver Being Subscribed Newspaper

25% respondents did not given importance to extra costof TOI. And they became agree to subscribe newspaper.

20%

25%

30%

25%

Very ImportantFairly Important

Neutral

Not At All Important

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How much reliable information of TheTimes of India is?

According to our survey, approx 30 out of 40 respondents relyon information provided by Times of India, because of

following these three reasons

Strongest brand in newspaper Not addingmirch masalain news by TOI.

0

20

40

Very Much Much Neutral Not Much Not at all

1812

6 40

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Problem Faced By People To Read News Paper

Approx 55% respondents have problem of time consumedto read any English newspaper, their English is not muchimproved so they get irritated by this and ultimately theyswitch over from English to Hindi newspaper.

40%

55%

5% Time Constraitns To ReadAny Newspaper

Time Consumption To

Read Any EnglishNewspaper

Not Easily Available InTheir Area

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Anything you dislike in The Times of

India.

60% respondents like each and every thing whatevercomes in TOI.

60%15%

20%

5%

Percentage Of Respondents Who Dislike In"TOI"

Nothing

Sexy Image

More Advertisment

Other

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Lacking in cover local news that othernewspapers cover?

30%

45%

25%

Local News Covered By "TOI"

Agree

Uncertain

Disagree

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Showing attitude towards TOI

Approx 70% students having good attitude towardsTOI. It means they like to read TOI may be in theircollege library, friends home or where TOI iscoming.

0

10

20

30

40

Good Neutral Bad

28

84

No. of Students

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Problem with understanding the languageof The Times of India

Most important thing is understanding language of

any English newspaper and approx 50% students arefacing this problem. Due to this they fear tosubscribe English newspaper and switch over Hindinewspaper.

40%

10%

20%

25%

5%Percentage of Understanding Language Of "TOI"

Strongly Agree

Agree

Uncertain

Disagree

Strongly Disagree

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Do you think The Times of India is goingto add value to your life?

Most of the students are agree that Times of India isgoing to add value in their life they can improve theirEnglish.

20%

50%

15%

10%5%

Percentage Of People Think That THE TIMES OFINDIA Is Going To Add Value In Their Life

Strongly Disagree 8

Agree 20Uncertain 6

Disagree 4

Strongly Disagree 2

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Are T.V., Radio or internet giving moreknowledge than TOI?

Todays generation are very fast they are gettinginformation from TV and radio and Internet theydont want to spend their time in readingnewspapers.

20%

50%

15%

10%

5%

Percentage Of People Think That T.V, RADIO orINTERNET Give More Knowledge Than TOI

Strongly Agree 8

Agree 20Uncertain 6

Disagree 4

Strongly Disagree 2

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FINDING AND INFERENCES

Approx 75% respondents are students andemployees, 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 isfront 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.

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Recommendation for the Times of India

Students are the most potential market for TOI, soTOI Should give-

Promotional schemes to organization, classes or

schools so new generation become habitual to TOIOnly.

More career news on regular basis (twice or thrice aweek) on TOI newspaper or start two supplements

on career per week.

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As new generation like to take information frominternet 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 costcalculation 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.

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CONCLUSION

Non-TOI reader has a problem with understandinglanguage.

TOI lack in covering local news like Danik Bhaskar.

New generation like to take news from T.V, RADIOand INTERNET or any electronic media.

Educated people like to read Hindi newspaper.

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THANK YOU !