SUMMER PROJECT REPORT ON

“DETAIL STUDY OF FINANCIAL NEWS PAPER

READER”

(Towards partial fulfillment of

Master of Business Administration (MBA)

SUBMITTED TO: SUBMITTED BY:

Dr. Lata B. Singh Surbhi Singh

MBA IIIrd Sem (Finance)

Roll No-142074

BABA SAHEB BHIMRAO AMBEDKAR UNIVERSITY

LUCKNOW
Session 2016-18

1
 DECLARATION

I hereby declare that the Project report title “DETAIL STUDY OF

FINANCIAL NEWS PAPER READER” is my original work and has
not been published or submitted for any degree, diploma other similar
titles elsewhere. This has been undertaken for the purpose of partial
fulfillment of MBA DEGREE BABA SAHEB BHIMRAO
AMBEDKAR UNIVERSITY LUCKNOW.

Date:

Surbhi Singh

MBA IIIrd Sem(Finance)

Roll No-142074

2
 ACKNOWLEDGEMENT

Like most effective endeavors, preparing this project was a collaborative effort. I owe

I great debt to many individuals who helped me in successful completion of this

project.

I would like to express my sincere gratitude to “BUSINESS STANDARD LTD.”

For giving me an opportunity to complete my summer internship program in their

esteemed organization.

I would not have completed this journey without the help, guidance and constant

support and cooperation of certain people who acted as guides and friends along the

way.

I would like to express my deepest and sincere thanks my guide Dr. Lata

B.Singh and for their invaluable guidance and help. The project could not have been

completed without their support and guidance.

In this connection I would like to express my gratitude to my parents and friends

who were constant source of inspiration during my summer training project report. At

last I thank to almighty for giving the power to complete this project successfully.

Surbhi Singh

MBA IIIrd Sem(RM)

Roll No-142074

3
 PREFACE

Consumer behavior (in consumer business context) referred to as the

study of when, why, how, where and what people do or do not buy
products. It blends elements from psychology, sociology, social,
anthropology and economics. It attempts to understand the buyer
decision making process, both individually and in groups.

In this modern era of business, Financial Newspaper plays an important

role. It provides various information to the consumer regarding banks,
share market, bonds, political issues, economic policies & other financial
news. This information is used by the consumer in making certain
decision. Thus, to provide the news according to the need of the
consumer, to know the consumer’s behavior is very important activity for
the marketers. The following report is the study of consumer behavior
who is reading financial newspapers.

The research takes us stepwise from the present and finding for the
future. The recommendation rest on the basis of research work done and
conclusion derived there off.
To add to this, various graphs, frequency table, etc. have been
added. Further, this analyses tray to bring to fore how the face of
newspaper market is changing in India and how the customer is finally
getting current information and service form market respondent. Thought
this report, we summarize that we have strived to perfect ourselves in the
best possible manner to report our research systematically and ethically.

4
 EXECUTIVE SUMMARY

Consumer behavior can be said to be the study of how individual make

decisions. Consumer behavior research provides information which will
not only be useful in taking various marketing decision but also help to
reduce the risk in decision making.

This project deals with behavior of those consumers who are reading
different financial newspapers. We have personally surveyed the samples
and gathered information through the questionnaires to study their
behavior. We have used different questions in order to analysis the
consumer behavior. More over we have also tried to cover the objective
through questionnaire.

We have taken a sample size of 200 in order to analysis the consumer

behavior and we have used Lucknow, Lucknow as our sample location.
This project will give you information on the following things like the
satisfaction level of the consumer who are reading financial newspaper,
why the consumer prefer a particular financial newspaper, the benefits
and most important information obtain by the consumer while reading
paper, consumer perception regarding the contents of financial
newspaper, consumer behavior on the discount given by the financial
newspaper & many more things.

5
 Index

Chapter PARTICULAR PAGE

No NO.
Sec-1 INDUSTRY OVERVIEW
 History Of Print Media
 Newspapers: A Brief History
 Competitors
 Organisation profile
 Vision And Mission
 Organizational Hierarchy
 Product Portfolio

2 DEPARTMENT DETAILS
 Circulation Department
 Space Marketing Department
 Editorial Department
 Scheduling Department
 System Department
 Production Department
 Dispatch Department
 Financial Department
 Human Resource Department
3 SWOT Analysis 26
 7s Formwork 27
 ABC (Audit Bureau Circulation) 30
 Sales And Distribution 33
Sec-2 RESEARCH WORK
1 LITERATURE REVIEW 36
2 RESEARCH METHODOLOGY 39

6
  Research Objectives
 Limitation
 Target Audience
 Sampling Method & Size
 Data Collection
 Questionnaire Form
 Questionnaire Survey
3 DATA ANALYSIS AND DATA INTERPRETATION 43
4 FINDINGS AND RECOMMANDATIONS 53
 Conclusion
 Suggestion
 LEARNING’S FROM THE SUMMER TRAINING 58
 BIBLIOGRAPHY 61
 APPENDIX 62

CHAPTER 1
Organizational Overview
HISTORY OF PRINT MEDIA

7
 History of print media and written communication follows the
progress of civilization which, in turn, moves in response to changing
cultural technologies. The transfer of complex information, ideas and
concepts from one individual to another, or to a group, underwent
extreme evolution since prehistoric times. It has been 30,000 years later
since the first recorded evidence of written communication and it is still
dramatically changing. Nowadays perhaps faster than ever before due to
amazing advances in technology in recent years. Technical breakthroughs
alter the way we perceive the universe and manner in which we
communicate with one another.

As long ago as 25,000-30,000 years B.C. first humans’ painted

descriptive pictures on cave walls. The narrative compositions left on the
walls of Lascaux represented their own way of communicating with the
spiritual world and another. The well-preserved drawing depicted their
deep religious beliefs, fears, and everyday life. The pictorial type found in
caves of Southern France and Spain is the beginning of written
communication for the human kind.

In early 19th century the industrial revolution brought major innovations

in printing technology. In 1810, Friedrich Koenig applied steam power to
printing press. Rotary steam presses replaced hand operated machines,
doing the same job in a small fraction of the time. Typesetting was
transformed by the introduction of line-casting machines; first Ottmar
Mergenthaler’s Linotype (1889), and then the Monotype machine. Line
casting allowed type be chosen, used, and then re circulated back into the
machine automatically.

8
The age of industrial revolution made transfer and interchange of written
information between cities as well as continents readily available. In 1831
Joseph Henry invented the first electric telegraph, four years later in 1835
Samuel Morse

Formulated Morse code, and then in 1843 he also produced the first long
distance electric telegraph line. At the same time, Alexander Bain
patented the first fax machine. In 1867 Thomas Edison patented his
mimeograph, which was the first office-copying machine, which might
inspire Chester Carlson, almost a century later; to invent the photocopier
machine.

Business life was irreversibly changed with in the introduction to the

market of Remington typewriter (1874). Journalism also became more
accessible when in 1914 Howard Krum introduced Teletype. Knowledge
of Morse code was no longer needed to distribute information.

Nowadays, the print industry goes through a dry spell. Printing becomes
increasingly more expansive. To combat with this problem the industry
increased use of digital printers that can efficiently produce high quality
paper books on demand. CAP Ventures predicted that within five years,
80% of all print will be ordered via www. This created new model of
publishing- so called e-publishing (on demand). The printed book is
currently under attack by e-book. Present e-books are handheld devices in
which books can be downloaded in a file form and read on a backlit
screen using buttons to maneuver through text. There have been also
experiments with on-line book distribution by Stephan King, David
Saperstein, Mary Higgins and others authors.

9
The Indian entertainment and media industry is expected to grow at 18%
compound annual growth rate (CAGR) and reach a projected size of Rs
1,00,000 crore by 2011 from its present size of Rs 43,700 crore (for
CY06), according to the 2007 edition of FICCI Price water house
Cooper’s (PWC) annual report on the Indian entertainment and media
Industry.

The report states that the industry grew at 20% over the 2005 figure
which was Rs 36,400 crore. For 2004, the figure was Rs 31,100 crore.

The key reasons behind the growth are technological advances, positive
government initiatives in terms of policy and foreign investment, and
energized initiatives by private media companies coupled with rising
income levels and India’s robust economic growth-led consumerism.

Information and broadcasting Minister PR Dasmunshi will release the

report at the opening of the FICCI-FRAMES event on March 26 in
Mumbai.

Sectorally, the Internet advertising industry is set to post the highest

CAGR of 43%, rising from its current size of Rs 160 crores to Rs 950
crores in 2010.

The Television industry is projected to grow 22% CAGR from Rs 19,100

crore to Rs 51,900 crore by 2011. The move towards CAS/DTH is
considered the major driver for this growth with subscription revenues set
to take the segment to the projected heights. “The buoyancy of the Indian
economy will drive the homes, both in rural and urban (second TV set
homes) areas to buy televisions and subscribe for the pay services,” the
report said.

10
The film and entertainment sector is expected to grow by 16% CAGR
from Rs 8,500 crore to Rs 17,500 crore. The major reason for this high
growth rate is that the industry is increasingly getting more corporative,
highlighted by public issues of several film production, distribution and
exhibition companies, long term contracts between film production
companies and directors/ actors and the fact that more than half of 2006’s
releases were by corporate rather than individual banners.

The print media is expected to grow by 13% CAGR from Rs 12,800 crore
to Rs 23,200 crore by 2011. “Current estimates reveal that print media’s
reach in India has increased to 22 crore people. Print media is also the
favorite segment for global investors with maximum foreign investment
in this segment. The print media industry has much potential as 36.9 crore
literate people in India are still not tapped by any publication,” the report
said.

NEWSPAPERS: A BRIEF HISTORY

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The newspaper as we know it today is a product born of necessity,
invention, the middle class, democracy, free enterprise, and professional
standards.

Pre-history "newspapers" were one-to-one in nature. The earliest

variation on a newspaper was a daily sheet published in 59 BC in Rome
called Acta Diurna (Daily Events), which Julius Caesar ordered posted
throughout the city. The earliest known printed newspaper was in Beijing
in 748.

In 1451, Johannes Gütenberg uses a press to print an old German poem,

and two years later prints a 42-line Bible -- the significance being the
mass production of print products, ushering in an era of newspapers,
magazines, and books. By 1500, the genesis of a postal system can be
seen in France, while book publishing becomes popular throughout
Europe and the first paper mill can be found (England).

Zeitung (newspaper) is a news report published in Germany in 1502,

while Trewe Encountre becomes the earliest known English-language
news sheet in 1513. Germany's Avisa Relation oder Zeitung, in 1609, is
the first regularly published newspaper in Europe. Forty-four years after
the first newspaper in England, the Oxford Gazette is published, utilizing
double columns for the first time; the Oxford/London Gazette are
considered the first true newspaper. The first North American newspaper,
Public Occurrences Both Foreign and Domestic, was published in 1690 in
Boston.

The 1700s was a century in which market elements were created that
encouraged the development of daily newspapers: rising literacy, the
formation of nation-states, a developing postal system, and the
proliferation of urban centers, a rising literary and philosophical tradition
emphasizing democratic involvement in government, and technologies

12
that supported newspaper production. In short, it was a great news
century. The first daily newspaper was The Daily Courant in London,
1702. In 1754, The Daily Advertiser in London uses the first four-column
format. France's first daily newspaper appears in 1777, Journal de Paris,
while the first United States daily was the Pennsylvania Packet in 1784.

The rise of the middle class transformed newspapers in the 1800s. A

penny (US$0.01) buys a New York newspaper in 1833, opening up the
first mass market for newspapers. In 1847, the telegraph is used as a
business tool, transforming far-away stories. In 1873, an illustrated daily
newspaper can be seen in New York. In 1878 the first full-page
newspaper advertisements appear, and in 1880 the first photographs are
seen in newspapers, using halftones.

With the basic technical groundwork for the modern newspaper in place
by the late 19th century, the story of newspapers in the 20th century was
about professional development and adaptation to changing consumer and
media markets. The story also involved an evolving business model that
rode an ever-growing wave of mass-market advertising. Increased
profitability and higher revenues attracted publicly owned corporations
interested in buying newspapers from descendants of company founders,
while simultaneously exposing newspapers to the whims of cash- and
profit-hungry stock markets.

By 2000, newspapers were juggling priorities: fragmentation of news

consumption, fragmentation of advertising investments, the advantages
and disadvantages of being a mass medium, balancing the wants of the
marketplace with the company's duty to provide the needs of the
marketplace, a journalistic backlash against industry changes, the sheer
physicality of ink-on-paper production and distribution versus digital

13
distribution, increasing profit pressure surrounding the core print product,
and extension of the company's core brand into other profit centers.

ALL INDIA MEDIA PENETRATION AS OF 2010

14
  Here we can say that in the present scenario media has been spread
widely. The share of Media is as below :-
o Print Media 20%,
o TV Media 41%
o Cable and Satellite 16%
o Radio 17%
o Film 5%
o Internet 1%

PORTER’S FIVE FORCE MODEL ANALYSIS

Porter's 5 forces analysis is a framework for the industry analysis and

business strategy development developed by Michael E. Porter of
Harvard Business School in 1979. It uses concepts developed in
Industrial Organization (IO) economics to derive 5 forces that determine
the competitive intensity and therefore attractiveness of a market.

1. The threat of substitute products:

 T.V. Media

 Magazines

 Internet

 Seminars and lectures of experts

What can the factor of substitute product?

1. buyer propensity to substitute

2. relative price performance of substitutes

3. Perceived level of product differentiation

15
2. The threat of the entry of new competitors

Profitable markets that yield high returns will draw firms. The results are
many new entrants, which will effectively decrease profitability. Unless
the entry of new firms can be blocked by incumbents, the profit rate will
fall towards a competitive level (perfect competition).

 economies of product differences

 brand equity

 capital requirements

 access to distribution

 learning curve advantages

 expected retaliation by incumbents

 government policies

3.The intensity of competitive rivalry

Total NO. Of competitors of BUSINESS STANDARD are

THE ECONOMIC TIME

BUSINESS LINE

FINANCIAL EXPRESS

MINT

 number of competitors

 rate of industry growth

 exit barriers

 diversity of competitors

 informational complexity and asymmetry

16
  level of advertising expense

 Economies of scale

 Sustainable competitive advantage through improvisation

COMPETITORS

Competitor is something which any company cannot avoid. Staying in a

democratic country and ruling as monopoly is not possible. What the only
way is to face a deal with competition. Competition can be severe and can
be mild. The intensity will depend on your own firms’ position and your
competitors’ position. The following are the competitors of Business
Standard.
 The Economic Times
 The financial Express
 Business Line

17
 Comparison of Business Standard with its Competitors

SR PARAMETE BUSINESS THE ECONOMIC BUSINESS FINANCIA

. R STANDARD TIMES LINE L
NO EXPRESS
.
1 Price Weekdays-3 Weekdays- 3&3.50 Weekdays-4 Mon to Fri
Rs. Rs Rs. – 4 Rs.
Sat- 6 Rs.
Weekend -6 Weekend- 10 Rs. Weekend -4 Sunday – 8
Rs. Rs Rs.
2 Collaboration Kotak Benett & collman The Hindu Indian
Express
Mahindra

3 Stock market BS 200, 6 full Less pages Less Less

analysis page of share information
details
4 News Only Business + General Business + Business
Business General
5 Publication Own Bennett, Collaman The Hindu Indian
house & Co. ltd. express
6 Pages (Avg) 22-26 12-22 18-20 14-20
7 Color of Pink Pink White Pink
pages
8 Updates No Week update on No No
Sunday
9 Language Easy Easy Hard Moderate

18
10 No. of 12 cities 11 cities 14 cities 11 cities
location of
Publication
11 Position in 2nd 1st 4th 3rd
the Market

So from above table what analysis can be possible?

 Business Standard is very less priced financial paper, which

provide
With good schemes.
 Business Standard is only news paper which provides 8
pages of stock market related news.
 It is unique selling point(USP) for business Standard that it
provide BS 200 page with full analysis of 22 key parameters.
 Though with very positive point with Business Standard, it
has some problem or can say drawback, like service.
 It is the only point that The Economic Time is market leader,
and that is, its parent company “Times Group”.
 Though The Hindu has very good content, it’s not selling in
the Gujarat so much, it deliver to client’s address at 12:00 noon
around.
 So that we can say that if Business Standard does something
for brand awareness than it has good potential market to cover.
 The financial Express is not providing very good scheme
and also very less reader in the market.

19
BUSINESS STANDARD is the country's most respected business daily,
being the first choice of serious business readers. It is published in colour
from 12 centers in India - Mumbai (formerly Bombay), New Delhi,
Kolkata (formerly Calcutta), Bangalore, Chennai (formerly Madras),
Lucknow, Hyderabad, Chandigarh, Lucknow, Kochi and Bhubaneswar
and Pune. The newspaper believes in free, fair and independent
journalism and strives to inculcate these values in its editorial staff. The
journalism practiced by BUSINESS STANDARD lays equal stress on
quality, credibility and accuracy.

20
BUSINESS STANDARD has the country's best economic journalists and
columnists working for it. It is edited by T.N. Ninan, perhaps India’s best-
known business journalist, who had earlier undertaken a complete and
highly successful revamp of The Economic Times and was responsible
for its phenomenal growth.

Apart from a business newspaper, BSL publishes several periodicals,

including BS Motoring, Indian Management, Asian Management Review,
a quarterly publication, and two regional language business newspapers –
BUSINESS STANDARD in Hindi and BUSINESS STANDARD in
Gujarati. The Hindi newspaper is published simultaneously from seven
centers – Mumbai, Delhi, Chandigarh, Lucknow, Bhopal, Patna and
Kolkata. Mumbai, Lucknow and Rajkot.

The company sees content creation, content processing and content

management as its core competence. It offers complete outsourcing
solutions for organizations which want to bring out in-house or private
publications but lack the people and/or resources to do it cost-effectively.
The web properties of BSL, including the online edition of Business
Standard, include businessstandard.com, bsmotoring.com, bshindi.com
and bsgujarati.com.

At business-standard.com, you have access to one of the best repositories

of Indian and global business news. Apart from the flagship publication,
the website also features content from The Smart Investor (weekly), The
Strategist (Weekly) and BS Motoring (monthly).

Vision

21
  To stand at respectful position in this marathon and also keep up
with the pace of the changing needs of their value readers.
 To win more and more readers to their cause.
 In addition of being backed up by a strong product, company needs
to deliver 1005 of it.

Mission

 The mission is to expand the market share of BUSINESS

STANDARD by creating a new market and by taking bites from
competitor’s market share.

BUSINESS ETHICS
 BUSINESS STANDARD is neutral and most credible financial
newspaper.

 Business Standard is a discipline of collecting, analyzing,

verifying, and presenting information regarding current events,
trends, issues and people.

A look at History

BUSINESS STANDARD …. A standard paper for business class.” When

you’re sure” is what is always attached with Business Standard. Print
media has bought considerable changes in the life of people around the
globe. Even our freedom fighters considered it a powerful weapon. And it
still continues to show its important presence in this changing world
scenario. Business Standard Ltd. was incorporated on 15 th December,

22
1975 under the name of “Desh Publication Pvt. Ltd.” This was changed to
“Business standard Limited” on 23rd November, 1995 the head office of
the company is located at Delhi. The company is managed, under the
leadership and guidance of the board of directors. The company has
completed its 30 years in the year 2005.The company believes in ethical
conduct through professional management and has forward looking
outlook.

Organizational Hierarchy

Business Standard has the country’s best economic journalists and

columnist working for it. It is edited by T. N. Ninan, perhaps India’s best
known business journalist, who had earlier undertaken a complete and
highly successful revamp of The Economics Times and was responsible
for its phenomenal growth.

Among the other senior journalists in the team are A. K.Bhattacharya,

former editor of The Pioneer and associate editor of The Economic
Times, and Shyamal Majumdar, former resident editor of The Financial
Express.

Important figures

2.4.1 Readership of Business Standard:

Business Standard is India’s second largest and fastest growing

newspaper having growth rate of 300% in past four years. It has a
readership over a quarter million.Its readership profile encompasses the
brightest and the best from India’s business and finance communities,
Readers come from varied occupations in the field of business, finance,

23
government, policy makers and academics, stock brokers, decision
makers, researchers and students and observers of the Indian Economy.

Dept: The main departments of the Business Standard are Market

Development Department an also known as Circulation Department,
Scheduling Department, Space Marketing Department, Editorial
Department, System Department, Production Department an Dispatch
Department.

Attraction: Rich with lovely supplements and vibrant sections on

personal finance, banking, careers and technology, travel, books and
review of arts and cultures are the major attractive sections. It is the most
reliable and affordable business newspaper available in Gujarat at Rs. 2/-
on weekdays and Rs. 6/- for the weekend edition.

Economics of publication house:

A newspaper cost is Rs. 18-20 to the publication house at Business

Standard. The cost is covered from the advertisements that they receive,
which is the work of the space marketing department i.e. collecting
advertisements for the dailies. Companies will give ads, in only those
newspapers in which their audience lies and it also depends on the
circulation a readership figure. Therefore to attract cash rich advertisers,
publication house has to first create that class of audience, then only, they
will be able to attract advertisers, which is the main source of the revenue
for Business Standard.

24
Positioning Statement of BUSINESS STANDARD –

“When you’re sure”:

To succeed in a futurist environment, one requires a strategy. This is true

for an organization profit and non-profit in as much as it is for individual.
The art of action planning, to achieve a specific goal is called strategizing
and the action plan is called strategy.

To manage the distribution channel properly is not the only that the
market development department has to perform. The department has to
take care for the necessary steps required to tape the opportunities
prevailing in the market.

Achievements:-

 Business Standard is one of the newspaper in India to have sought

Foreign Direct Investment
 Business Standard also has an annual series of awards to felicitate
outstanding leadership in the corporate world.
 Content tie up NDTV
 ABC approved
Product Portfolio

 About BUSINESS STANDARD Newspaper (Lucknow

Publication)

 A newspaper which is published from MON to SAT (Sunday

edition published only at Delhi and Bombay)
 Price at the weekdays is Rs. 3/- and on Saturday is Rs. 6/-
 The size of the newspaper is 50, or 51 or 52 cms. in length
and 32.9 cms. Width.

25
  Supplements with newspaper:
 Monday: The Smart Investor
 Tuesday: The Strategist
 Saturday: Weekend

8 pages on Sock Market.

 Six full pages on stock details both in Graphical and
alphabetical method
 BS 200, which top 200, companies share details on
calculating 22 key parameters.
 Formulae specifications.
 Mutual Fund details on full page coverage.
 Insurance schemes on half pages
 Guidelines before the details of stocks to let the
people know
How to read stock pages and the abbreviations.

 The accent west section for Gujarat

 Individual industry news on individual full page coverage.
 Collaboration with the international newspaper
“FINANCIAL TIMES” London

 6 distribution centers in Lucknow

 Nehrunagar
 Paldi

26
 Income Tax
 Khanpur
 Kalupur
 Maninagar

 Provides 4 magazines free annually.

 The Banking Annual
 BS 1000
 The Billionaire Club
 Fund Manager
 Editions from Monday to Friday have a main edition of about 12
pages with
Colored pages in the front and the rest are black and white. The
following areas are focused:

 National and International news

 Economy and Policy news
 Infrastructure news
 Companies news
 Editorial pages
 Crossword, Sudoku
 Education News
 Business law

 Section II is the MONEY AND MARKETS

 Stock market news
 Money and currencies
 Metal an intermediates news
 Commodity news

27
  BS 200
 Share prices in a alphabetical order
 Mutual fund and insurance

ABOUT SUPPLEMENTS

TUESDAY: THE STRATEGIST

 Theories and practices of business managements.

 Brand related news
 Notes by management thinkers
 Book worm
 Quiz column

28
 SATURDAY: WEEKEND

 Life and fashion

 Living
 Entertainment
 Motoring

ABOUT MAGAZINES

29
A magazine is a periodical publication containing a variety of articles,
generally financed by advertising and/or purchase by readers. They are
often printed in color on coated paper, and are bound with a soft cover.

1) THE BANKING ANNUAL

Banking Annual, the one spot information providers regarding

everything related to banks. Banks are not only gives you security but
many more things. To get an all round view of banks functioning and
their future action, banking annual provides with all.

 Banks valuation
 Banker of the year
 Innovation bought and which would be coming in the near
future
 Data’s related to banks.

2) BS 1000
BS 1000 is a detailed guide to India’s top 1000 companies. The issues
of BS 1000 mention those depressing times, providing data on the
impact of the slowdown on corporate, the deterioration in their

30
financials, how they coped with crisis. Not just bad phases but also the
success stories are mentioned. It also peeks into the future, where
which industries booming, with
what phase, with what strategies, etc are
discussed. Below are the main features:

 BS awards.
 1000 best companies
 ranking and performance of the leaders of the country
 1000 companies growth, gross profit, net profit, etc

3) THE BILLIONAIRE CLUB

This is the only magazine with the listing of India’s billionaire.

Billionaire club is much more than providing the order of rich people,
providing the slid down or slid up of individuals, it is also a snapshot
of the changing trends in the Indian economy. By focusing on the
spotlight; it showcases the creators of value in the economy. It too has
certain other features which are:

31
  A list of the richest people of the country
 New person added to the list
 Salary details of CEO & MD
4) FUND MANAGER

Fund Manager, as the name suggests that it gives a full insight to the
fund’s investment. It focuses on facts and figures on mutual funds.
The fund manager seeks to rank mutual funds schemes and also rate
the best fund manager of the year. Below given are the few additional
features of the Fund Manager:

 Risk return rating over 600 funds

 Futures of new fund offerings
 Best fund pick

THE STRATEGISTS

The strategist is the combined edition of the entire strategist

supplement which published weekly with the newspaper. The
strategist contains the pick of the articles over the previous year and a
half. The objective of the annual recollected magazine is to gibe ‘the
best’ to the BS reader. The main motto of the magazine being to take
out the strategies out of book, to understand the classic pitfalls of the
big brands, to understand many other things with practical case
studies.

32
THE WORLD OF B-SCHOOLS

It focuses on the best B-schools of India with the articles like the B-
school Roadmap, what matters the most courses, faculty of
infrastructure, when you go for B-school hunting, etc provide the all
kind of answers to the mind of a b-school seeker. Hence it gives what
students want “An Answer”

ABOUT OTHER STAND MAGAZINES

MOTORING

Motoring is a stand monthly magazine. It gives all the information

related to cars and bikes. It gives information about upcoming models,

33
features and specialties of them. The entire edition has something
special in them. Certain expert’s interview related to the automobile
industry.

INDIAN MANAGEMENT

It is also a stand monthly magazine. It is made

especially for the management students. The
students get all the information they need through
the magazine. It is a one point access to cutting edge
ideas in management. It gives:

 Superior management coverage

 Delivers latest management theories
 Opinions from thought leaders
 Global trends and innovations
 Insights from carefully analyzed case studies
 Book reviews.

34
 Chapter 2
Functional Areas of the company

A brief department detail to give an idea of where the things are

placed in BUSINESS STANDARD is as follows:

35
 MARKET DEVELOPMENT DEPARTMENT /
CIRCULATION DEPARTMENT

This department is responsible for the circulation of the newspaper in

the whole region. This department also looks after the daily back room
operations which include giving print orders for the regular supply of
36
subscription, complementary copies and sponsored copies are also
being distributed by this department. They also check the dispatch and
payment received for the month. To expand the market of the
newspaper by adding more customers to its list. They are the people
who not only think about selling the newspaper but also how to
promote it.

 SPACE MARKETING DEPARTMENT

It is the major source of revenue generation for any media industry.

Because the actual cost of the newspaper goes up to 18/- to 20/- Rs.
And sold at Rs. 3/-.So the advertisements are the medium to
compensate for the cost generated. I was taught about the marketing
department contact different corporate for advertisement and the
channel through which the advertisement comes and are prepared and
how the space is allotted depending upon the space given by the
editorial department. There is an agent in between the client and the
publisher, which helps in making the arrangements of ads.

How this media get advertisement from clients?

Actually this media have their agents who collect contract

from the clients and then this agent decide that, what is the expectation
of client. So on that bases agent selects any media. Advertisement is
generally designed by agent but only circulated by media. So
sometime media also design some advertisement, but they get client
from only agents.

37
 EDITORIAL DEPARTMENT

Editorial is considered as the backbone of the print media because

without any good matter to publish and which is not edited nicely it is
just a crap for the readers. Readers want to have the columns with
good matter, so without having an effective and efficient editorial
team no newspaper can grow.

This department collects the news mainly from the News Agencies
and they have their own network to publish the articles too. The news
can be by telephone, fax or through internet or other communication
medium. This news is edited and then sends to the Mumbai and Delhi
for the adjustment. The group Managing Director of the Business
Standard is MR. A. K. Bhattacharya

 SCHEDULING DEPARTMENT

This department deals with the scheduling of the edited matter and the
advertisements. It is the work of this department to adjust and frame
the edited matter with the advertisement, by allotting the empty space
to the advertise, which matter and advertisement should be in which
page is the looked out by scheduling people. For this scheduling the
department forms a dummy A-4 size, adjusting the editorials and the
ads in that paper to know the place of the same in the original size
paper.

38
 SYSTEM DEPARTMENT

System department is responsible for the communication network as

well as all the technical related problems in the company. All the
branches of Business Standard are linked with V_SAT and with the
dedicated leased line along with the Head Office.

The most important work of the system department is to connect all

the telephone line with EPBX system and connect all the branches to
the head office with Hot Lines, which helps to reduce STD cost of the
company. The system department at Lucknow receives a facsimile
copy of newspaper everyday and forwards its printout on the butter
paper to the production department.

 PRODUCTION DEPARTMENT

After receiving the facsimile copy on the butter paper from the system
department the work of production department starts. This butter copy
is framed on the aluminum plate. This plate is then fixed in the
printing machine and then as per the printing orders the printing starts.
Machine which is used for the production is known as Film Processor
which costs approximately Rs. 2.5 lakh. The machine is divided into
four different units i.e. Developer Unit, Fixed Unit, Wash Unit, and
Dryer Unit.
Production Department is used mainly four colors for the hard copy,
which are Black, Yellow, Cyan and magenta. Some colors are used at

39
the time of the final printing of the newspaper at press. Raw material
for this department is paper and aluminum plate. Print comes in the
form of reel. The cost of reel is Rs. 10000.

 DISPATCH DEPARTMENT

Dispatch department is responsible for the regular dispatch of the total

number of copies at various destinations at the right time. It is also
responsible for how many copies should be reach at each center i.e.
local or upcountry. There are about 46 upcountry and 6 in Lucknow.
The distribution at these centers is very important to be on time. Even
the commission has to be taken off. The function of function
department is to generate rush mail and put it on the parcel. Rush mail
shows the number of the copies in the parcel and its destination
address. With this a route control statement is also there for each taxi
driver, which shows the number of parcels for each and every
destination, comes under his route.

There are also two other department without the company cannot be
run. Those department without which any firm is incomplete.

 FINANCIAL DEPARTMENT

This department is responsible for all the financial matters. Matters are
related to salary, operational expenses and other expenses. It is also
responsible for the cutting the cost of the publication.

 HUMAN RESOURCE DEPARTMENT

40
 This is the department responsible for the HR supply in the company.
For Business Standard this department is not in Lucknow, but it is in
Mumbai. It means that the Business Standard has a centrally located
HR department who takes care of the supply in any of the branch.

All these departments identify the need of the customer i.e. the quality
and pricing demanded by the customers. In this industry this strategy
is very important as the selling price of the newspaper is always less
than its cost of production. The main reason for this type of pricing is
to create awareness and generate reading behavior amongst the
audience of the newspaper.

Hence all these departments are interlinked and proper cooperation

and coordination is a must in the newspaper industry. This helped me
in getting a better understanding of teamwork, and the importance of
every second, because newspapers are published daily and a delay of
single second or a minute mistake can lead to a blunder.

SWOT analysis of Business Standard

STRENGTH WEAKNESS OPPORTUNITY THREAT

Systematic approach Not creative Can give an extraContinuous

covering all sectors. page on Lucknowmonotonous
related news approach.
Nominal price Monotonous Can introduce aLow Pricing
approach ofnew segment onStrategy
.
Headlines Sunday
Separate Money & No own publicationPotential Market Toughest

41
Market section with house Availability Competition From
8 pages The Economic
Times
Segregation of news Display of adsCan have tie-ups
sometimes creates awith renowned
In supplements
fuss. brands for ads.
Over view of theNews is sometimes
whole week is givenvery lengthy.
in weekend
Provide general
awareness in terms
of investment.

7‘S’ Framework

42
STRUCTURE

Structure of Business Standard is very simple and straight forward. The

people to be reported are not many and so it is very simple to be part.

43
MPNAW uho r.res nmr. sTtRA .Nhe a.Kkd k .h e i ls a h
eKSBNZaAU hoba ir nau h anhdsetta nhk ya a c rl he an rd y r a
SYSTEM

A group of interacting, interrelated or interdependent elements forming a

complex whole is a system. System of interaction is very free in Business

44
Standard. People love to eat together at lunch time, stay there with each
other in all times be it good or bad. Legally they follow a hierarchy. The
system is well defined and well managed.

STRATAGY

The science and art of using all the forces of a nation to execute approved
plans as effectively as possible during peace or war is strategy. Strategies
vary from time to time but what remains are the truthfulness and the
attitude. For the Business Standard what matters is its firm value and so
all the strategies are planned accordingly.

STYLE

The way in which the work is to be done or expressed is Style. Business

standard is trying to do everything openly but with a blast; a blast to
make the others move from their chairs. They believe in slow but steady
reach to top so that readership is strong.

STAFF

Staff comprises of the people working in the Business standard. People

working together specialized in their own areas of concern. But one thing
is made sure that everyone’s work at Business standard is challenging.
Everyone is appreciated for their work and they all work as a group.

SHARED VALUE

Shared Values are what engender trust and link in an organization. Shared
values are also the identity by which an organization is known throughout
its business areas. These values must be stated as both corporate objective
45
and individual values. And at Business Standard people have joined the
individual and corporate goals; if necessary people are also ready to
devote hours even after their service hour.

SKILLS Proficiency, facility or dexterity is acquires or developed

through training or experience is skills. Skills are at times found inbuilt
and most of the times is expected to learn on job. This helps them to
understand the stupid mistakes that they might do in a recent job oriented.

ABC –AUDIT BUREAU CIRCULATION

The ABC is a non-profit, self discipline, voluntary organization

consisting of publishers, advertisers and advertising agencies. It has done
pioneering work in developing systems to verify the circulation data
published by those newspaper and periodicals, which have earned the
right to display its emblem. Facts and figures which are checked and
certified by an independent body are a very important tool in the hands of
the advertising business community.

What information does an Audit Report provide?

o A total average of distribution is provided.
o Market coverage
o Public access
o Distribution by issue
o Geographic distribution
o One day distribution
o Other details: The explanatory paragraph provides supplemental
information and disclosures and includes an explanation of audit
methodology.

An advertiser would like to know the fact and figures before investing his
money in advertising. An advertiser ought to know how many people buy

46
a publication and in which area. The ABC gives all these vital facts every
six months i.e. January to June and July to December. The ABC figures
are not the outcome of opinions or guesswork but they are the result of
rigid, in-depth and impartial audits of paid circulation of member
publications by independent and leading firms of Chartered Accountants
working in accordance with the rules procedures prescribed by the
bureau.

ABC AUDIT:-

What is ABC and how it is working?

ABC: The main function of ABC is to evolve, lay down a standard and
uniform procedure by which a member publisher shall compute its net
paid sales. The circulation figure so arrived at is checked and certified by
a firm of Chartered Accountants which are approved by the Bureau. The
Bureau issues ABC certificates every six months to those publishers
whose circulation figures confirm to the rules and regulations as set out
by the Bureau.

From a modest beginning it has grown to remarkable proportions. ABC's

membership today includes 411 Publishers of national and regional
importance, 151 Advertising Agencies, 51 Advertisers & 20 New
Agencies and Associations connected with print media and advertising. It
covers most of the major towns in India.

Facts and figures which are checked and certified by an independent body
are a very important tool in the hands of the advertising business
community. The details of ABC certified circulation figures are available
online to all members of the Bureau at no extra cost.

47
An Advertiser would like to know the facts and figures before investing
his money in advertising. An Advertiser ought to know how many people
buy a publication and in which area. The ABC gives all these vital facts
every six months. The ABC figures are not the outcome of opinions,
claims or guesswork, but they are the result of rigid, in-depth and
impartial audits of paid circulations of member publications by
independent and leading firms of Chartered Accountants working in
accordance with the rules / procedures prescribed by the Bureau.

The Policy formation body of the Bureau is the Council of Management

consisting of elected representatives from publishers (8), advertisers (4)
and advertising agency (4) members of the Bureau. To assist the Council
of Management an Executive Committee is appointed by the Council, to
guide and oversee the day-to-day working of the Bureau. The Executive
Committee consists of Publishers, Advertisers and Advertising Agency
Members of the Council. The Council of Management and the Executive
Committee meets regularly as often as required. The Chairman is elected
annually by the council of management.

Few important issues to take care as per ABC certification:

 Trade terms to agents on subscription copies should not exceed

 In case of dailies-40% of the subscription price

 In case of weeklies-45% of the subscription price

 Publishers have to maintain the full record of subscribers with their

address, name and signature.

 There are two types of panels for auditing:

48
  Auditors Panel

 Publishers Panel

SALES AND DISTRIBUTION

A sale is a transaction, dealing, trade or what? Sale can have different

meanings but what is the most important thing in it, is to understand the
importance of it. Without sale no revenue can be generated but just
earning revenue is not to sale, it is the right type selling to the right
customer with the right attitude. Customer relationship is most important,
maintaining the brand image is also important. Delivering on the brand
promises becomes a moment of truth in any customer relationship. This
moment of truth can be either positive or with negative impact on the
customer’s perception about your brand. There might be great marketing
communication and a highly superior product, but the buying experience
always stands between the seller and the customer. If the customer has a

49
negative impact about the product then it is a direct deterioration of the
brand equity. Hence, sales and distribution is a vital activity. Sales hence
comprises of the outcome of what all which was done to manufacture that
product. Success of selling department is the success of the company.

Business Standard is the product where the maximum demand would be

in the early morning. It is highly perishable product. The product should
reach the customer in due time otherwise the importance is lost. Hence
time management is something very vital for the sales and distribution
people. Hence I can mainly divide the supply of the newspaper in two
main categories:

 Pre press activity

 Post press activity

Pre press activity involves all the editorial departments work where they
have to collect the news and it has to be given to the production
department in a prescribed limit. This time limit is said as the cut off time
or releasing time.

Post press activity is the distribution. Business Standard has divided

Gujarat in two main section, i.e. Lucknow and upcountry market. This
upcountry market has about 46 centers.

Business Standard gets involved in many kinds of sale activity. They are:

o Subscription Sale :

50
 A one year or two year by subscription by paying fixed amount is
sale by subscription
o Cash Sales:
Customers when paying the amount to purchase a newspaper
directly to the book stall in cash then the sale is said to be a cash
sales.

o Line Sales
Line sale is the in which it is post paid billing. When the customer
gets the Business Standard copy through the vendor and pays in the
end of month, it is line sale

o Institutional Sales
Few corporate, hotels and colleges take copy in bulk, which is said
to be as institutional sale. Business Standard has the responsibility
till the delivery at their doorstep and further distribution is on the
company or the institution concerned

o Corporate Sales
In corporate sales, executives have to do cold calling or they have
to take appointment from the concerned person and then after meet,
executive must convince the client. If it is big corporate and staff
are such that, they read financial daily at their home, then for bulk
subscription they have to try.

51
DISTRIBUTION

Distribution is exactly for maintaining the brand equity in the market.

The promises which were made to the customers can be fulfilled by the
proper channel and the right time delivery of the newspaper.

How Business Standard reaches to you?

52
 Chapter 2

Literature Review

All consumers’ have their own favorite advertising medium. Some people
prefer television commercials (especially children) and there are people
who prefer new types of advertising. For example wireless advertising.
Okazaki claim most of the Japanese mobile users are willing to use
wireless advertising and keen to ‘click’ such ads. In fact nowadays most
people around the world are able to receive wireless advertisements since
most people own mobile phones. Age, gender, personality have always

53
being used in many study to see whether it affect consumer behavior.
Unlike other media, however, advertising is more pervasive in people’s
lives increasing the likelihood that consumers outside a target market will
be exposed to messages that are not intended for their viewing. It is
increasingly simple for these consumers to pass along negative word-of-
mouth through web logs (“Blogs”) and other new media technologies.
Understanding consumers’ personal and psychological factors perspective
is particularly important and may possess strong purchase influence
behavior and brand recall towards the product, services and companies.

Advertising as marketing tools:

Advertising is an important part to the marketers for promotional mix. Its
helps in creating brand image and product awareness. Advertising is one
of the most popular tools that are used by the companies for convince and
communicate
With the target buyers and customer’s .There are many different ways of
defining advertising and whether it is the traditional way, or its interactive
part, definitions vary from mindset to mindset. Whether in the form of
online or traditional, the purpose of advertisement will be to persuade and
attract people to the product, services or even brand. Not only must the
advertisement effectively communication the desired message, but the
individual audience must be willing to "buy into" the desired message. In
other words, for the advertisement to be effective, the communication
must be sent and received. The designation of advertising certainly
reflects the claimed desire of most marketing practitioners to
communicate openly and honestly with consumers. Indeed the law in
most countries forbids false or deceptive advertising. Marketers justify
advertising by arguing that advertising is intrinsic to markets and
fundamentally beneficial to the customer. Writes that those wishing to

54
encourage attitude change and ignore the effects of the above variables do
so at the risk of having contradictory effects to the original intent. By way
of example, an appealing realtor may provide convincing messages in a
high-gloss magazine targeted towards first-time buyers that a particular
subdivision is the place to buy into.
However, if there is no means given as to how these young couples are to
afford such houses, the message may be ineffective as these prospective
clients assume that they cannot afford to live in such an area.
Cognitive effects also are studied by Beerli and Santana who in trying to
come up with a new measurement system for advertising effectiveness,
look into the copy of a print ad and what factors will be the most effective
in persuasion.

Chose newspapers:
because of the limited amount of research into advertising Effectiveness
which has been carried out using this medium and also because it is easy
to discriminate between different Advertisements in the press because of
a more active audience participation, the individual being able to choose
freely whether or not to read a particular advertisement as well as the
place and time in which s/he chooses to do so.21 Curlo and Ducoffe also
study attitude effects combining research in perception to multiple stimuli
and attitude-towards-the-ad models in a single persuasion model, which
looks at ad-evoked goals as a factor in measuring consumer attitude.

Marketing Communication
In their communication-based model of relationship marketing, Duncan
and Moriaty
(1998) argue that the essence of communication with consumers is a two-
way exchange that is built on balance, symmetry, and reciprocity. This

55
means that consumer cooperation is necessary for a true dialogue to be
carried out, and consumer feedback needs to be incorporated as a key
component in the marketing process. Through such two-way interactive
exchanges, information is shared among various stakeholders, including
consumers, and a common understanding is established between firms
and their customers. Duncan and Moriaty (1998) state that such
consistent, interactive communication among stakeholders is central to
building brand relationships and delivering value. More recently,
Gummesson (2004) makes a similar observation that interaction should
be the third essential business activity besides the traditional production
and consumption activities.
Such as the Internet, firms and consumers now communicate constantly
and Instantaneously on a broad range of issues. Communication shifts
from one-way to
A two-way process, and consumers are brought to the forefront as they
gain more
Control over the process (Hoffman and Novak 1996; Stewart and Pavlou
2002).
As a result, consumers' idiosyncratic needs and preferences are likely to
have a
Bigger impact on the processes and outcomes of marketing
communication. This
Development is reflected in findings from the relationship marketing
literature
Showing that consumers differ in how much they would like to engage in
relational
Behavior with firms and that such differences can affect customer
relationship

56
Quality and buyer behavior (Oderkerken-Schoder, De Wulf and
Schumacher 2003;
Sheth and Parvatiyar 1995). Overall, the new role and nature of
communication in
Marketing calls for a better understanding of the interaction process,
especially the
Critical role consumers play in this process.

CHAPTER-3

RESEARCH METHODOLOGY

In the internship program all our teammate have to do research on the

consumer behavior that read financial daily, and along with that we have
to do sales. So on daily bases I make survey of 10 people and knew their
views regarding financial daily they read. In this survey the main goal is
to market development and product development. Market development
means how to penetrate the market and how come to know about views
of reader who read financial daily.

57
So I made a questionnaire, through which we can come to know that what
business standard should do to penetrate and product development.

Research Objectives
 To penetrate the market, or can say MARKET
DEVELOPMENT.

 If company wants to develop their product than which criteria

should be considered. So PRODUCT DEVELOPMENT.

 To understand the consumer Behavior.

Research methodology states how the research study is under taken. It

includes specification of research design source of data, method of
primary data collection, sampling design and analysis procedure adopted.
Research methodology states what procedures were employed to carry
out the research study.

58
 Limitation

 The main shortcoming of the project was that the

generalizations have been made based on a restricted sample of
100 respondents.

 Because of a small sample size consisting of Lucknow

consumers only it might happen that introducing new strategy
for BS cannot be completely applicable throughout the country.

 Area of the project is limited to Lucknow city only so the

conclusion may be biased.

59
  The collection of primary data is comparatively difficult and
sometimes the question of non-response arises because the
people may not like to disclose the information.

 Respondents to whom we questioned about the product did not

take the survey seriously and answered the questions just for the
sake of answering

Research Design

Data Source Primary data source- Questionnaire

Secondary data source- Company

website
Sampling area Lucknow
Sample size 200
Sampling method Quota sampling
Research instrument Questionnaire
Method of contact Personal

60
 TARGET AUDIENCE

The financial newspapers generally cater to the following target audience:

 Corporate executives
 Investors and Stock brokers
 Businessmen
 Bankers
 Management students and professors
 Chartered Accountants & other Professionals
 Students

SAMPLE SIZE

The numbers of readers of business newspaper were decided on the

basis of different types of occupation and their designation. Sample size
of 200 was taken for the research. There was also some limitation to
take such small sample size. Lake of time is the main limitation to tale
such small sample size.

DATA COLLECTION

Since, data collection signifies a very crucial place in a pilot survey; I

have collected primary data by personal interview through structured
questionnaires. I had used only this method because of time constraints.
There is also very less scope in my topic to get information from
secondary source. Because to know the behavior of reader I must take
their interview.
61
 QUESTIONNAIRE FORM

The questionnaire for the purpose of this study was carefully drafted and
very well developed. Proper care has been taken in asking the questions,
in wording them and in maintaining the sequence of the question.

The questions asked were in open-ended and close-ended form, open-

ended question were to get customer’s own views and in close-ended
questions, multiple-choice questions and dichotomies questions were
included.

QUESTIONNAIRE SURVEY

This part of the data collection method can be termed as “quantitative

survey” and the questions were very specific. The data has been analyzed
based on the statistical factors and been described through a graphical
analysis in the further pages.

62
 CHAPTER-3

DATA ANALYSIS & DATA INTERPRETATION

Q.1) How frequent you read financial Newspaper?

Frequency Percentage
Regularly 138 69
Occasionally 62 31
Total 200 100

63
Interpretation:

From the above graph we come to know that around 69% of consumer

Read financial newspaper regularly. While 31% of consumer read

newspaper

Occasionally.

Q.2) which financial newspaper you read?

Newspaper Frequency Percentage

Economic Times 102 51
Business Standard 36 18
Financial Express 28 14
Business Line 7 3.5
DNA Money 4 2
ET & BS 12 6
ET & FE 5 2.5
ET,BS & FE 6 3
Total 200 100

64
Interpretation:

It can be clearly seen in the graph that 51% of the consumer read
Economics Times.

Economics Times holds more market share as compared to any other

financial newspaper. Business standard stands second. It holds a market
share of 18% while Financial Express stands third which holds 14% of
market share & Business line holds a market share of 3.5%

Q. 3 since how long have you been reading a financial daily?

Year Percentage

Below 1 year 18
1 to 4 year 20
5 to 10 year 22
10 to 15 year 26
Above 15 year 14
26
22
20
18
14

Below 1 year 1 to 4 year 5 to 10 year 10 to 15 year Above 15 year

65
Interpretation: 26% of the reader is since 10 to 15 years old to read
financial daily

Q. 4 which of the financial daily has the most understandable

languages?

1) Business standard - 55% 3) Business line – 09%

2) Economic times - 25% 4) Financial express-
11%

Financial Express; 11.00%

business line; 9.00%

Business standard; 55.00%

Economic times; 25.00%

66
Interpretation:
In financial daily newspaper 55% of reader prefers to business standard
for easy and graphical representation.

Q.5) Are you satisfied with your purchase decision of a particular

financial newspaper?

Frequency Percentage
Very satisfied 127 63.5
Somewhat satisfied 53 26.5
Moderate 20 10
Somewhat Dissatisfied 00 00
Very Dissatisfied 00 00
Total 200 100

67
Interpretation:

Around 63.5% are highly satisfied with the purchase decision they have
made. 26.5% of the readers are somewhat satisfied While 10% of
consumer feel they are moderate. Not a single consumer are Dissatisfied
by the purchase decision.

Q.6) which is the factors you take in to consideration before purchasing

financial newspaper?

Factors Frequency Percentage

Stock information 71 35.5
News coverage 61 30.5
Price 14 7
News coverage & 43 21.5
Stock information
Discount 11 5.5
Total 200 100

68
Interpretation:

Around 35.5% of the consumer says stock information is the factor that
will be given important before purchasing financial dailies. While 30.5%
of consumer said they will be giving importance to News coverage.
Around 7% of consumer told they will be taking the factor of price before
purchase decision. Around 21.5% of consumer told they will be giving
importance to both News coverage & stock information. Here we can
clearly see that price & discount is not a big factor for the consumer.

Q.7) why do you refer a particular newspaper(s)?

Frequency Percentage
Simple language 06 3
Financial News 43 21.5
Quality 52 26
Authentic news 43 21.5
Authentic news & 23 11.5
quality
Financial news & 33 16.5
quality
Total 200 100

69
Interpretation:

From the above graph it can be clearly stated that 26% of people refer a
particular financial newspaper due to the quality. Around 21.5% of
consumer refers a particular financial newspaper due to authentic news &
financial news. 11.5%, 16.5%, & 3% of consumer refers a particular
newspaper due to authentic news & quality, financial news & quality &
simple language respectively.

Q.8) Do you purchase business daily at a normal price or under any

scheme?

Frequency Percentage
Normal price 175 87.5
Scheme 27 13.5
Total 200 100

70
Interpretation:

From the above table we can clearly state that 87.5% of people purchase
business daily at a normal price. While 13.5% of consumer purchase
financial newspaper under scheme.

Q.9) if you are given any discount on the yearly subscription of financial
newspaper then which newspaper you will subscribe?

Newspaper Frequency Percentage

ET 105 52.5
BS 37 18.5
FE 28 14
BL 7 3.5
DNA 2 1
ET,FE & BS 12 6

71
ET & FE 9 4.5
Total 200 100

Interpretation:
Around 52.5% of people told that they will be purchasing Economics
Times if they are given discount on the yearly subscription. 18.5% &
14% is in the case of BS & FE respectively. While around 6% of the
consumer told they will be Purchasing ET, FE & BS if they are given any
discount on the newspaper. Around 3.5% of consumer told that they will
purchase Business Line if they are given any yearly discount. While 4.5%
of consumer will purchase ET & FE if they are given any yearly
subscription

Q.10) which is the most important benefits you gain from reading
business dailies?

Benefit Frequency Percentage

investment 51 25.5
decisions 50 25
analytical skills 23 11.5
business Knowledge 18 9
effectiveness at work 22 11

72
 Investment & 33 16.5
decision
Business Knowledge 3 1.5
Total 200 100

Interpretation:
From the above graph we can come to know that around 25.5% of
consumer gets the benefit of making investment while reading financial
newspaper. 25% of consumer told that they get the benefit of decision
making. 11.5% of consumer told that they can increase their analytical
skills while reading financial newspaper. 16.5% of consumer said they get
the benefit of both investment & decision making while 1.5% of
consumer told they get the benefit of business knowledge and investment.
Q.11) Are you satisfied with the content of financial newspaper you are
reading?

Frequency Percentage
Very satisfied 121 60.5
Somewhat satisfied 57 28.5
Moderate 22 11
Somewhat dissatisfied 00 00
Very dissatisfied 00 00

73
 Total 200 100

Interpretation:

From the above graph we can state that 60.5% of consumers are very
satisfied with the content of financial newspaper. While 28.5% of
consumers are somewhat satisfied with the content of financial
newspaper. While 11% of consumers are moderate with the content of
financial newspaper.

FINDINGS AND RECOMMANDETIONS

 Findings

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 I came to know about the preference of customers after doing the
activity of market tapping.

 People have different needs and wants, so one should be able to

understand their needs and wants in order to sell the product.

 Business standard is the second most preferred newspaper in the

areas surveyed.

 Most of the readers agree that the language used in BS is simple for
them.

 The supplements of BS are fairly popular amongst target audience

which is good for the brand.

 News covered by the newspaper i.e. the coverage plays an

important role. Readers feel that the lack of news coverage may
lead them to change the newspaper they read. Some of vernacular
readers have switched to English daily only because of their need
to improve their English but the percentage is negligible.

 News channels and Internet media has affected the reading pattern
of the readers up to a considerable extent.

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  The basic idea of reading a newspaper is to gain information and
knowledge; hence the news coverage is a dominating factor in
newspaper purchase as well as reading.

 Due to increase in the usage of Internet, people prefer to do surfing

on the net and thereby collect more information on the different
aspects simultaneously.

 Lack of airline industry news

 Agriculture industry news is not provided.

 Service problem is the main problem with BS, because in our

survey I met so many people who did not get news paper on daily
basis.

 There is also one finding that font size of stock market related
news is very small so that they are not happy with it.

 Some clients said that whatever hidden news shown by ET those

news are not covered by BS
Recommendations

From the study carried out and the analysis of the result obtain from the
survey, the following suggestion and recommendation can help the firm
to improve upon the product.

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1) Add the news on IT and Information in much more detail

2) Increase the number of centers from where the news paper is

available

3) Increase the font size of stock detail

4) Give more job related advertisements

5) Improve print quality

6) Come up with new creative advertisements

7) Build proper positioning in the minds of the readers

8) Give certain small vouchers package at the time of any other

festivals.

9) Service check calls at regular intervals.

10) Publishing their Club and giving membership to regular

customers.

11) Make some events with corporate to spread awareness of BS

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 12) Collaborate with B-schools to provide copy of BS daily at
their home.

CONCLUSION

The reader who is loyal to their financial daily but they also read another

financial daily to get information. So I put them in split loyal category.

This people are 10.5% in our survey. So we can come to know that this
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people are in the business where financial daily help them in their

business. The reader who are not loyal to any particular financial daily

and switch to any financial daily if any come with discount and gifts. I

put them as Switcher. I found such readers are 21.5% in our survey. I can

say that these readers are price sensitive. I found that among sample

reader 56.82% believe that The Economic Times has most understandable

language. Reader who believe that Business Standard has most

understandable language are 38.64% and reader who vote their believe

about Financial Express are 4.54%. This result makes some conflicts with

our analysis about all financial daily in which Business Standard came as

financial daily that has most understandable language

So we come to know that, 49% people are interested to know the

information about the company news. So they may most concern with

their business. So media should more concern with the news of business

and company related news. there are persons who are interested in

English and want to improve it, so they like to read Editorial page in

news paper. There are 9% readers in our survey who always lime to read

editorial page in financial news. This question is made to know likeness

or real price sensitivity of reader about purchasing decision. I found that

75% reader like if any Financial daily comes with discount and gifts and

25% do not like. The result clearly shows that there is conflict in given

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answer to influence factor and liking towards discount and gifts. Because

only 21.4% reader accepts that price is factor which influence their

purchasing decision and here 75% are ready to accept if any financial

daily comes with discount. So this reader is actually price sensitive but

they want themselves as quality sensitive.

Suggestions

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Business standard should target upcoming rural district where
education is growing, to increase their circulation. It can also target
the undergraduate student who are preparing for entrance exams and
wants to improve their language proficiency.

Target small firm for the sponsored copy,

Which help to create awareness about newspaper.

They should start individual subscription offers with some schemes

like free gifts.

They should go for heavy campaign for advertisement in rural and

urban areas.

They can organize some events like seminars to create the awareness
about newspaper.

It should increase the quality of its font size.

Chapter.5

Learning’s from the project

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My work at Business Standard was of hard core selling with research of
consumer behavior for the one and half month. I personally went to many
corporate offices and got subscriptions for the company. My contribution
was of 29 yearly subscriptions in the month. I have also tried to crack
bulk deals for the company. My target was most of the B-schools should
be covered, so as per sir’s guideline I float the scheme in around 7 B-
School and some of them are MBA collages.

Usage of concepts in the firm, learnt in the academic year

There were certain concepts which I had learnt during my academic year
and used in the training period.

 Relational purchasing :
 The way consumers habitually brands, products and services
based on their understanding of and belief about, the brand
product and the company.
 And I have actually seen people buying the subscription due
to their understanding of brand.
 Price cutting :
 A marketing technique involving temporary reductions in the
price of a product or services, aimed at increasing the market
share.
 He special subscription rates were a pure example of price
cutting.
 Sales penetration:
 This is a calculation indicating how much of a particular
market for a product or service has been gained by the
active sales.

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  After the monthly target achieved I used to calculate how
much part the market has been captured by the team.
 Customer Retention :
 Retaining customer for a long term transaction and not for a
mere one time interaction.
 Network marketing :
 The marketing of Business Standard through a network of
agent of agent, is it household or corporate networking.
During the full project my learning’s were many. This was the first very
experience for me on a job and that too in a newspaper company.
According to me working in the newspaper industry as a first experience
has opened many future lines for me. I have learnt the basics of the
management of a newspaper, distribution, sales, space selling and
marketing for sure.

STRATEGIES LEARNT AT THE FIRM

During this tenure of two months I had practically applied a lot of

concepts learnt during academic year for the marketing and promotion of
Business standard. Here are few concepts listed below:

 Customer retention
It is the retaining customer for a long term transaction and not for a
mere one time interaction. I learnt how important this customer
retention is for any company as the cost of making new customers is
very high as compared to retaining old ones.

 Viral marketing

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 The marketing of business standard through a network of agent, is it
household or corporate networking.

 Referral marketing
o Contacting references for the business enhancement
o Referrals are very cost-effective

 Guerrilla marketing
It is an unconventional way of performing promotional activities on a
very low budget. Such promotions are sometimes designed so that the
target audience is left unaware they have been marketed to and may
therefore be a form of undercover marketing. It is an unconventional
marketing intended to get maximum results from minimal resources.

LEARNING’S OF FEW SOFT SKILLS

While undergoing summer training at Business Standard, with the above

mentioned learning’s I had learned certain soft skills. These soft skills are
as follows:

 Communicating with people:

 Informing all the target customers about the subscription
scheme to all the target customers.
 Communicating through:
 Words
 Brochures and flyers
 Convincing them:
 Convincing people to give an appointment and listen to the
scheme
 Convincing customers to buy the subscription

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 Language of Corporate World:
 During my SIP I had learnt the language of corporate world.
How they are responding. How they are behaving. How they are
talking, performing their operations, their life style, and the way
they are working etc.

 Handling clashes with the superiors:

 During the fulfillment of my summer training I had faced
certain clashes with my direct superior. These two month’s
period taught me how to handle the situation.

 Handling pressures:
 While I was working at Business standard for subscription there
was a constant pressure of achieving the targets and also there
was a pressure of behaving good with the customers as we were
representatives of Business standard there.

Bibliography
85
The project report on Business Standard on the topic “Consumer
Behavior and Brand Awareness of the Business Standard (English)”
could be successful with the co-operation of the project and the faculty
guide. But along with the training period I had taken the Help of the
following books and links to know more about the subject

Book References

 By Kotler Philip, Keller Kevin Lane, Koshy Abraham, Zha

Mithileshwar , Marketing Management (Twelfth Edition)
,Pearson Education Ltd.
 By Cooper Donald P., Schindler Pamela S., Business Research
Method (9th Edition), Tata-McGraw Hill Publishing Co. Ltd.

Web References

 www.ficci.com
 www.business-standard.com
 www.wikipedia.com
 www.geography.com
 www.google.com
 www.business-standard.com

Magazines:

 Pitch : page 23 ( May 2010)

 Impact Of Advertising : page 24 ( June 2010)
ANNEXURE:-QUESTIONNAIRE

86
Dear Respondent,

We are students, perusing MBA from R.K. business management, Rajkot.

As a part of our academic curriculum, we have to prepare a research
report for the subject of consumer behavior. We request you to answer
following questions so we can fulfill our academic requirement. We
ensure you that information given by you remains confidential and will
be used for academic purpose only.

Q.1) Do you read financial daily?

Yes No

Q.2) How frequent you read financial daily?

Regularly Occasionally

Q.3) Which Financial newspaper you read?

_______________________________________________

Q.4) Are you satisfied with your purchase decision of a particular

newspaper?
Very satisfied somewhat satisfied Moderate somewhat dissatisfied very
dissatisfied

Q.5) which is the factors you take in to consideration before buying

Business Dailies?
Price News coverage Stock information Discount

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Q.6) why do you refer a particular newspaper(s)?
a) Business standard:
______________________________________________
b) The Economic Times:
____________________________________________
c) Financial Express:
_______________________________________________
d) Others( )
______________________________________________

Q.7) Do you purchase business daily at a normal price or under any

scheme?
_____________________________________________________
_____________________________________________________

Q.8) if you are given any discount on the yearly subscription of financial
newspaper then which newspaper you will subscribe?

a) Business Standard
b) Financial Express
c) Economic Times
d) Business Line
e) Other________

Q.9) which is the most important benefits you gain from reading business
dailies?

Helps in decision making

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Improves my effectiveness at
work
Improves my analytical skills
Improves my business
knowledge
For investments insight

Q.10) Are you satisfied with the content of financial newspaper?

Very satisfied somewhat satisfied Moderate somewhat dissatisfied very

dissatisfied

Q.11) Name: ______________ Sex: Male/Female

Qualification: ______________
Company: ________________
Designation: ______________
Contact no: _____________

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