Professional Documents
Culture Documents
GUIDED BY SUBMITTED BY
M.B.A IV SEM.
SESSION 2008-10)
ROLL NO 5143608084
ENROLL NO AD 1165
I the undersigned solemnly declare that the report of the project work
I assert that the statements made and conclusions drawn are an outcome of
the project work. I further declare that to the best of my knowledge and
belief that the project report does not contain any part of any work which has
been submitted for the award of any other degree/diploma/certificate in this
University or any other University.
JITENDRA PATRE
MBAIV SEM
Roll No.: 5143608084
Enrollment No.:1165
CERTIFICATE BY GUIDE
This to certify that the report of the project submitted is the outcome of the
_______________________
(Signature of the Guide)
Name: Mr. APPORVE MISHRA
Designation:
Department: MBA
SSIMT, BHILAI (CG)
ACKNOWLEDGEMENT
Finally I thank all the respondents, friends and other people for
providing their valuable opinion and helping me in successful completion
of the project.
JITENDRA PATRE
MBA IV SEM
ROLL NO 5143608084
ENROLL NO AD1165
PERFACE
I am feeling very happy and excited to present this major project report to
the readers. While doing this project I acquainted with various technicality
and procedures of research that I sincerely followed. It more or less helped
lot in enhancing my knowledge. I have tried my best to keep this research
away from biasness.My project report study is to “Identification of customer
perceptionBuying newspapers and its impact on market share” I have
divided this research report into six forms I - Introduction , II – Literature
review, III - Problem Identification, IV - Methodology, V - Results &
Discussions, VI - Conclusions & Scope of further work.In first form I have
explained about the different marketing strategies about the consumer
durable products. It is base justification of my study. In second form I have
explained the literature review that is what all materials and where from I
took those is mentioned in this part.In third form I have defined the actual
problem and the measures to overcome that problem. In fourth form I have
explained the data collection aspect and the analysis part of it is dealt with.
In fifth form,I encompassed the result and the discussion part of analysis
made earlier. In the sixth form,I have covered the conclusion part and scope
of further work in this matter.I am grateful to all those who have helped me
directly and/or indirectly in preparing this project report. I firmly believe
that there is always scope for improvement and accordingly I shall look
forward to receive suggestions, for further enriching the quality of the
project report
JITENDRA PATRE
Table of Contents
Chapter Title PAGE NO
I Introduction 1- 4
II Literature Review 5- 6
IV Methodology 10- 13
IV.1 Data Collection 14
IV.2 Data Analysis 34
IV.3 Table of Analysis 38
V Results & Discussions 40
VI Conclusions & Scope of further work 41-42
Bibliography 43
Appendix 44-48
INTRODUCTION
INTRODUCTION
The main aim of doing this project “To identify customer perception about
buying newspapers” is to understand the concept of customers in making
and categorizing their preferences in buying the basic thing like newspaper.
Newspaper
Newspapers are most often published on a daily or weekly basis, and they
usually focus on one particular geographic area where most of their readers
live. Despite recent setbacks in circulation and profits, newspapers are still
the most iconic outlet for news and other types of written journalism.
Customer Perception
PURPOSE OF STUDY.
STATEMENT OF PROBLEM.
OBJECTIVE OF STUDY.
1. TO FIND OUT WHAT ALL PREFERENCES MAKE A NEWSPAPER MORE
POPULAR AMONG THE READERS.
Methodology
Methodology is a way to systematically solve the research problem. In it the
researcher studies the various steps that are generally adopted by researcher
in studying her research problem along with the logic behind them. It is
necessary for the researcher to design her methodology for her problem as
the same may differ from problem to problem. Thus, when a researcher talks
of research methodology; she not only talks about the of research methods
but also consider the logic behind the methods, we use in the context of his
research study and explain why she is using a particular method or technique
and why she is not using others so that research results are capable of being
evaluated either by the researcher himself or by others.
UNIVERSE
Universe refers to the total of items about which information is desired. The
attribute that are the object of study are referred to as characteristics and the
units possessing them are called as elementary units. The aggregate of such
units is generally described as population. Thus, all the units in any field of
inquiry constitute universe and all elementary units constitute population.
The population can be finite and infinite the population is said to be finite if
it is consist of a fixed number of elements so that it is possible to enumerate
it in its totality. An infinite population is which it is theoretically impossible
to observe all the elements.
The population is specific group of people, firms, conditions, activities etc.
which forms the pivotal of research for developing and using a sample, it
become primary duty of a researcher to define the population from which to
draw the sample.
SAMPLE
The sample is the representative unit of population. The researcher has taken
the employee as sample for this research. The sample size chosen for this
project is 150.
Size of Sample
a sample. The size of the sample should neither be excessively large, nor to
SAMPLING METHOD
DATA COLLECTION
The task of data collection begins after a research problem has defined.
Researcher should keep in mind two types of data, primary data and
secondary data. The primary data are those which are collected afresh and
for the first time, and thus happen to be original in character. The secondary
data, on the other hand, are those which have already been collected by
someone else and which have already been passed through the statistical
QUESTIONNAIRE
STATISTICAL TECHNIQUE.
Pie-charts and percentage methods are used as the statistical tool to analyze
the data. As the size of sample is very less i.e. 150 so it is the best method to
FINDINGS
provided
By the respondents
were
groups.
Data collection is the soul of any project work done. Data collection has two
important parts:
1. Primary Data Collection
2. Secondary Data Collection
In my project work I had used both types of data collection methods. It not
only helps in enriching the knowledge but also helps in drawing accurate
conclusion.
1. Primary Data Collection: In my primary data collection I had used
No
1% 0%
Yes
99%
Hitvada
3% Chronicle
Hindustan 1%
Times
13%
Dainikbhaskar
35%
Times of India
26%
Nayiduniya
Navbharat
1%
17%
Haribhumi
4%
(Fig2) Analysis: 35% respondents said that they were reading Dainik
bhaskar, 26% were reading Times of India, 17% were reading Navbharat,
13% were reading Hindustan Times, were as market share of Haribhumi,
Hitvada, Nayiduniya, Chronicle is as 4%, 3%, 1%, 1% .
Q .3 please mentions your criteria for choosing any newspaper?
Brand Loyalty
12%
Q. 4 Do you think that the newspaper you are reading is the best?
Can't Say
0% 2%
No
2%
Yes
96%
(Fig4) Analysis: 96% of respondents agreed that their newspaper is the best.
But 2% respondents think that their newspaper is not the best and 2% were
confused regarding this.
Q. 5 you think your newspaper is best because
Str.
Disagree
3%
Str.Agree
Disagree 11%
1%
Agree
28%
Neutral
57%
(Fig5 <a>) Analysis: Majority of the respondents rated it 3 so, they think
that reasonable price is in average level, some of them rated it 2 and very
few of them rated it 4 and 1 so, they were not satisfied with the price.
b) High Quality
Disagree
2%
Str.
Neutral Disagree
4% 2%
Agree
11%
Str.Agree
81%
(Fig5 <b>) Analysis: Majority of the respondents rated it 1 so, they think
that quality is a very important factor for newspapers and some of them rated
it 2 and few of them 4 and 5.
Disagree Agree
4% 2%
Neutral
87%
d) Updated news
Disagree
Neutral
1%
1%
Agree Str.
2% Disagree
0%
Str.Agree
96%
Str.
Disagree
14% Str.Agree
30%
Disagree
14%
Agree
Neutral 14%
28%
Fig5<e>) Analysis: Majority of the respondents rated it 1 so, they think that
supplements are equally important for increasing the market share of
newspapers.
f) Progressive Outlook
Str.
Disagree
4%
Str.Agree
Disagree 18%
4%
Agree
11%
Neutral
63%
(Fig5<f>) Analysis: Majority of the respondents rated it 3 so, they think that
progressive outlook may or may not be an important factor for increasing the
market share of newspaper.
g) Best Classifieds
Str.
Disagree
4%
Disagree
Str.Agree
14%
35%
Neutral
35% Agree
12%
(Fig5<g>) Analysis: Respondents equally rated it as 1 and 3 giving the
impression that classifieds are more or less important for increasing the
market share of newspapers.
Str.
Disagree
Disagree 6%
7%
Neutral
13%
Str.Agree
49%
Agree
25%
Neutral Disagree
Agree 1% 1%
3%
Str.
Disagree
0%
Str.Agree
95%
Neutral
96%
(Fig5<j>) Analysis: Majority of the respondents rated it 3 so, they consider
that it doesn’t matter that gifts are provided with newspaper to make the
paper best.
Str.Disagre
Neutral e
5% 2%
Str.Agree
Disagree 3%
5%
Agree
85%
(Fig 7<a>) Analysis: 85% of respondents agree that balance between
business, political and current issues should be there in an ideal newspaper.
b) Career Information
Str.Disagre
Neutral e
7% 2%
Disagree
3%
Str.Agree
12%
Agree
75%
(Fig 7<b>) Analysis: 75% of respondents agree that career information
should be there in an ideal newspaper.
Str.Disagre
Neutral
e
6%
2%
Disagree
Str.Agree
4%
7%
Agree
81%
Str.Agree
95%
Str.Agree
Agree 1%
1%
Neutral
34%
Disagree
3%
Str.Disagre
e
61%
f) Horoscopes
Str.Agree Agree
1% 3%
Neutral
10%
Disagree
14%
Str.Disagre
e
72%
Disagree
3% Str.Disagre
e
Agree Neutral 3%
8% 5%
Str.Agree
81%
Neutral
Agree 9%
14%
Str.Agree
70%
more than
4-5rupees that
0% 0%
1-2rupees
2-3rupees 50%
50%
(Fig8) Analysis: 50% respondents said that the newspaper rate should be 1-
2 rupees and 50% said that the price should be 2-3 rupees.
Q.9 Have you ever got any gifts or prizes from newspaper promotional
campaigns?
No
74%
(Fig9) Analysis: 74 % respondents said that they didn’t got any gifts or
prizes from newspaper campaigns, were as 23% got gifts and prizes and 3
%didn’t know about it.
Gift offer
7%
Event
conduction
26%
Discount
offer
67%
67%
Hitvada
3% Chronicle
Hindustan 1%
Times
13%
Dainikbhaskar
35%
Times of India
26%
Nayiduniya
Navbharat
1%
17%
Haribhumi
4%
(Fig11) Analysis: 35% respondents said that they want to shift to Dainik
bhaskar and 26% respondents were interested in shifting to Times of India,
rests were very less in number.
Low price
3% Improper
Superb Availability
supplement 15%
s
4%
Better news
content
78%
(Fig12) Analysis: 78% respondents said that they want to shift for better
news content and 15% respondents were interested in shifting because of
improper availability of current newspaper, very few were shifting because
of superb supplement and low price..
TABLE OF ANALYSIS
Variable Parameters Strongl Agre Neutra Disagre Strongl
s y agree e l e y
disagree
X1 Reasonable 16 41 85 2 4
price
X2 High quality 119 10 13 3 3
X3 Adequate 5 3 128 6 6
Commercial
use
X4 Updated 142 3 2 2 0
news
X5 Best 44 21 41 21 21
Supplement
s
X6 Progressive 51 17 93 6 6
Outlook
X7 Best 51 17 51 20 6
classifieds
X8 Creating 72 37 20 10 9
General
Awareness
X9 Coverage of 140 4 2 2 0
news is best
X10 Various 2 2 142 2 2
Gifts &
Offers are
available
TABLE 1
Variable A A² B B² C C² D D² E E²
s
X1 16 256 41 168 85 7225 2 4 4 16
1
X2 119 1416 10 100 13 169 3 9 3 9
1
X3 5 25 3 9 128 1638 6 36 6 36
4
X4 142 2016 3 9 2 4 2 4 0
4
X5 44 1936 21 441 41 1681 21 441 21 441
X6 26 676 17 289 93 8649 6 36 6 36
X7 51 2601 17 289 51 2601 20 400 6 36
X8 72 5184 37 136 20 400 10 100 9 81
9
X9 140 1960 4 16 2 4 2 4 0 0
0
X10 2 4 2 4 142 2016 2 4 2 4
4
Total 617 6460 155 420 577 5728 72 103 57 659
7 7 1 8
TABLE 2
= 64607+4207+57281+1038+659- 43689.68
= 84102.32
= 38068.9+2402.5+33292.9+518.4+324.9-
43689.68
= 30917.92
Above table shows that the calculated value F are 6.54 which are greater
than the table value of at 5% level with d.f. (4, 45). This analysis rejects the
null hypothesis.
Hypothesis testing
Ho: µ = µHo=150
Ha: µ ≠ µHo.
DISCUSSIONS
Majority of the respondents had different age groups and thus had different
denominations regarding the choice of newspaper, but maximum
respondents were favoring the fact that an ideal newspaper should be the one
with detailed news coverage and of high quality.
Most of the respondents said that they were least bothered about the prizes
or gifts given by the newspapers. The main requirement was the detailed
coverage of news, transparent opinion on issues, general awareness. Apart
from that majority of them were least bothered about the kind of promotion
newspapers were giving or the horoscope, crosswords, puzzles ect. But still
maximum of them said that classifieds and supplements are unavoidable part
of a newspaper.
Majority of the respondents were satisfied with their current newspaper and
if ever they wanted to shift to any other newspaper their first preference will
be better news content, some of them wanted to shift because the availability
of their current newspaper was not appropriate, low price and other factors
like supplements were of least matter.
Conclusion &
Scope of Further Work
CONCLUSION
Books:
(1) Dr. S. P. Gupta, Business Statistics, Sultan Chand & Sons
Educational Publishers, New Delhi, Fourteenth Edition, 2005,
Chapters 2 & 3, Pages 16-36 & 37-81
(2) C.R. Kothari, Research Methodology, New Age International (P)
Ltd. Publishers, New Delhi, Second Edition, 2004, Chapters 2,3 &
4, Pages 24-29, 31-53 & 55-67
Website:
http:// www.wikipedia.com
http:// www.citemarketing.com
http://www.markettrends.com
http://www.newspaperindia.com
Magazines:
Business World
Business Today
Competition Success Review
QUESTIONNAIRE
QUESTIONNAIRE
Q. 4 Do you think that the newspaper you are reading is the best?
Q.9 Have you ever got any gifts or prizes from newspaper promotional
campaigns?