Introduction

HT Media found its beginning in 1924 when its flagship newspaper,

Hindustan Times was inaugurated by Mahatma Gandhi.
HT Media (BSE, NSE) has today grown to become one of India's
largest media companies.
It is Produced by an editorial team known for its quality, innovation
and integrity, Hindustan Times (English newspaper) and Hindustan
(Hindi newspaper through a subsidiary Hindustan Media Ventures
Limited), have a combined daily readership base of 12.7
million (based on round 2 of Indian Readership Survey 2009) to
their credit.
Cont
HT Media operates 19 printing facilities across India with an installed
capacity of 1.5 million copies per hour.
HT Media consulting partnership with Virgin Radio, has launched the FM
radio channel - Fever 104. Currently available in Delhi, Mumbai,
Bangalore and Kolkata, Mumbai and Bangalore at No. 1 and in Delhi as the
No. 2 station on the popularity charts.
Hindustan Times made a successful entry into the commercial capital of
India Mumbai, in July 2005.

Overview
Name of company: - HT Media Ltd
Area of location: - Devnandan Mall,
Near Alis Bridge
Year of Establishment: - 1974
Registered office: -Hindustan Times
Head Office
Hindustan Times House
18 - 20, K G Marge
New Delhi - 110001, India
Tel : +91 11 23361234
Fax : +91 11 23704600

Cont
Form of organization: -Limited
Website: - www. Live Mint.com
Chair Person: - Sobhana Bhartia
Accounting year: - April to march

Literature review
Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality
Values' which influence satisfaction behavior, further expanded by Berry in
2002 and known as the ten domains of satisfaction. These ten domains of
satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access,
Environment, Inter-departmental Teamwork, Front line Service Behaviors,
Commitment to the Customer and Innovation. These factors are
emphasized for continuous improvement and organizational change
measurement and are most often utilized to develop the architecture for
satisfaction measurement as an integrated model.

Cont
Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988
provides the basis for the measurement of customer satisfaction with a
service by using the gap between the customer's expectation of
performance and their perceived experience of performance. Perceived
service quality is the degree and direction of discrepancy between
customers service perceptions and expectations (Sasser, Olsen, and
Wyckoff 1978, Zeithaml and Parasuraman 2004). While multiple
interpretations of expectations have emerged in service quality research as
they have in customer satisfaction research.

Research Methodology
OBJECTIVES OF RESEARCH:
To find out the positioning of MINT in the Ahmedabad city
To know the perception of the customers
To increase the market share of MINT by providing sales promotion
schemes
To make aware about MINT to the new customers in the market
DATA SOURCES
1. Primary data collection through questionnaire
2. Secondary data collection through journals, magazines.
Cont
TYPE OF RESEARCH
Descriptive
RESEARCH INSTRUMENT
Questionnaire
SAMPLING TECHNIQUE
Random Sampling (Stratified random sampling )

Cont
Which Financial Newspaper do you read?


Mint
29%
Economice times
19%
Busuness standard
27%
Business line
17%
Financial
express
8%
Financial News paper Do You Read
Mint
Economice times
Busuness standard
Business line
Financial express
Interpretation
Through this graph we can interpret that the preference of newsreaders is
more towards Economic Times than others i.e., 19% and respectively the
acceptance of Business Standard is of 27%, after that comes The Financial
Express which is having the share of 8% of the total readers, then comes
the Business Line with a total of 17% of the market capture, where Mint
comprises of 29% of total readership base out of the customers which I
have surveyed.

Hypothesis testing
Chi square -: Goodness of fit expected.
Step -:1
Ho-: The observed readership ratio from this research is the same as the
readership ratio of past research
H1-: The observed readership ratio from this research is not the same as the
readership ratio of past research.
Step -: 2 The statistical test being used is.
Chi-square test () = (Oi Ei )2 / Ei
Degree Of Freedom (df) = n-1
Where, Oi = Observed Frequency
Ei = Expected Frequency
Step -: 3
Let = 0.05

Cont
Step -: 4
Degree of freedom (df) = n-1
= 5-1
= 4
Significance Level = @ 5%
Table value (tab) = 9.4877

Calculated value (cal) = 17.15

Cont
Step -:5 The observed value gathered in the sample data from the
table.

CRITERIA
Oi Ei
Mint
29 20
Economic times
19 20
Business standard
27 20
Business line
16 20
Financial express
6 20
TOTAL - -
Cont
Step -:6 The chi-square goodness of fit can then be calculated as shown
in table.







CRITERIA
Oi Ei Oi - Ei
(Oi Ei)2 / Ei
Mint
29 20 9 4.05
Economic times
19 20 -1 0.05
Business standard
27 20 7 2.45
Business line
16 20 -4 0.8
Financial express
6 20 -14 9.8
TOTAL - - - 17.15
Cont
Formulae:

Formula for Expected Value = Total No. of Samples / Total No. of
Criteria
= 100 / 5
= 20
Formula for Observe Value = Percentage Value of Related Criteria
out of 100 Samples.

Step -: 7 Because the observed value of chi-square of 17.15 is
greater than the critical table value of 9.4877 the store manager will
except the null hypothesis.

Cont
Which Thing do you look into while purchasing a Financial
Newspaper?



Content
64%
Language
26%
Paper quality
5% Price
3%
Blanks
2%
Thing do you look into while purchasing Financial
Newspaper?
Content
Language
Paper quality
Price
Blanks
Interpretation
As I have done the survey of people they mostly focus on language as there
are many complex words to understand those in financial paper it is very
difficult. As the class-A people who are C.A., Lawyer, Doctors, and
Brokers they can read English easily so they more focus on the content of
the newspaper. And the people who find the content good they can also
satisfied with the quality of the paper and also they will not look into the
price factor whether it is high or low.


Cont
Do you find content of MINT more preferable than other newspapers?


78, 78%
18, 18%
4, 4%
you find content of MINT more preferable than other
newspapers?
Yes NO
Nill
Interpretation
In todays era people are so busy that they have no time to read detail news,
so the content provided by newspapers should be in short and sweet that
any person can easily understand, and as Mint is providing the information
more graphically rather than theory detail. So as they are satisfied with the
graphical information and so the ratio is more in content reading. The
people who like to read long news and dont understand graphs are very
few.


Findings
Most of the readers agree that the language used in MINT is simple for them.
The supplements of MINT are fairly popular amongst target audience which is
good for the brand.
News channels and Internet media has affected the reading pattern of the readers up
to a considerable extent.
Lack of airline industry news as well as local NEWS also.
Agriculture industry news is not provided.
Service problem is the main problem with NEWSPAPER, because in our survey I
met so many people who did not get newspaper on daily basis in initial stages.
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, other NEWS papers
that news are not covered by MINT.


Conclusion
The market survey resulted into following conclusion:
As there are many strong competitors in the market like Economic times,
Business Standard, Financial Express. So to reduce the competition MINT must
use aggressive selling techniques. People are mostly satisfied with the product
but they must give quality services to those customers who are not satisfied and
also do the sales promotion schemes to increase the sales.

Mint is growing in the media market tremendously. The finance news provided
by Mint is convenient and easy to understand in language. It is now no. 2 in
finance sector newspaper because of its marketing techniques and better
customer profiling. One can feel proud to do internship in Mint. It is one best
medium to improve our marketing skills of a person.


Bibliography
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.htmedialtd.com
www.livemint.com
www.indiannewspaper.com
Search Engine:
www.google.com
www.wikipeiia.com
www.mypdfsearch.com