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Hindustan Times
Hindustan Times
Hindustan Times
THESIS ON PERCEPTUAL MAPPING OF HINDUSTAN TIMES READERS AT NEW DELHI SUBMITTED TO:
PROF. SUMANTA SHARMA PROF. DIPTI SHARMA
UNDER THE GUIDANCE OF: MR. ______________ SUBMITTED BY: _____________ ALUMNI ID
NUMBER: BATCH:
The Indian Institute of Planning & Management, New Delhi
ABSTRACT
Perceptual mapping is used to describe a set of techniques designed to represent
perceptions about various mutual fund schemes and their similarities in a visual
"space". It is useful for providing highly intuitive representations in order to
position mutual fund schemes on dimensions critical to consumer perceptions in that
visual space, a variety of simple to complex statistical methodologies can be used
to create them. Some of the latter include multi-dimensional scaling, factor or
cluster analytical methods, and conjoint analysis. Usually these techniques result
in schemes being mapped on 2 to 3 dimensions. Two- dimensional maps are the most
popular as they are most easily understood and interpreted by clients. There is
also substantive agreement that consumers use only a limited number of separate
(though sometimes complex and integrative) concepts to assess mutual fund schemes.
To find out the perceptual mapping for Hindustan times by the customer. News paper
provide various schemes to customers, where each scheme is targeted to different
segments, this study helps us in identifying the actual targeted segments of each
section of HT newspaper i.e. sports, business, Entertainment, General news from
customer perceptive. Opinion will be collected from customers. Position of
different schemes will be done by using Multidimensional Scaling technique for the
selected variables. From this the customers can understand where there is a gap and
where there is a cluster; accordingly they can use a new scheme for investment or
restructure the existing scheme.
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SIGNATORY PAGE
TO WHOMESOEVER IT MAY CONCERN This is to confirm that Prerna Chauhan, student of
IIPM, NEW DELHI, is doing a live project(Thesis) on the topic “PERCEPTUAL MAPPING
OF HINDUSTAN TIMES READERS AT NEW DELHI” under my guidance and that the work being
done by the candidate is original and is of the standard expected by an MBA
student. May god bless her with all success in her career. Warm regards
____________
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ACKNOWLEDGEMENT
It is well-established fact that behind every achievement lays an unfathomable sea
of gratitude to those who have extended their support and without whom the project
would never have come into existence. I express my gratitude to IIPM, New Delhi for
providing me an opportunity to work on this thesis as a part of the curriculum.
Also, I express my gratitude to Prof. Sumanta Sharma and Prof. Dipti Sharma on the
completion of my project.
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CONTENT
ABSTRACT...........................................................................
.....................ii SIGNATORY
PAGE...............................................................................
...iii TOPIC APPROVAL
LETTER...................................................................iv
ACKNOWLEDGMENT.....................................................................
.........v APPROVED THESIS
SYNOPSIS............................................................vii
1. 2. 3. 4. 5. 6. 7. 8. 9.
INTRODUCTION ......................................................................
......................1 COMPANY
PROFILE............................................................................
..........5 LITERATURE
REVIEW.............................................................................
...15 RESEARCH
METHODOLOGY....................................................................36
FINDING AND
ANALYSIS..........................................................................3
7
CONCLUSION.........................................................................
.......................54
RECOMMENDATION.....................................................................
..............55
BIBLIOGRAPHY.......................................................................
.....................56 ANNEXURE –
QUESTIONNAIRE...............................................................57
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THESIS SYNOPSIS
DETAILS OF THE STUDENT:
Name Batch Specialization Section Phone No Email Id : : : : : :
DESIRED AREA:
Marketing
From the perceptual mapping the customers can understand where there is a gap and
where there is a cluster; accordingly they can use a new scheme for investment or
restructure the existing scheme.
RESEARCH METHODOLOGY
SECONDARY DATA – I will collect the Secondary data from following sources:• • • • •
Newspaper – HT, TOI Magazine - The Times. Harvard Business Review, 4p’s
Website/Internet – Hindustan times Book – Course book/ Philip Kotler Notes-
Professors Notes
PRIMARY DATAI will collect the data through structure questionnaire. TOOL USEDExcel
sheet, pie chart, and histogram
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SAMPLING METHOD Random Sampling SAMPLE SIZEI will try to collect data from more
than 50 customers Target AudienceStudents, housewife, Businessman, working group
i.e. if I need to target business segment probably I will take Banking customer in
this account. JUSTIFICATION FOR CHOOSING A PARTICULAR RESEARCH PROPOSAL The type
of research carried for the study is descriptive research and sampling taken is
random sampling. Perceptual mapping is one of the few marketing research techniques
that provides direct input into the strategic marketing planning process. It allows
senior marketing planners to take a broad view of the strengths and weaknesses of
their product or service offerings relative to the strengths and weaknesses of
their competition.
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INTRODUCTION
'Media' is the medium of carrying information, education and entertainment to the
masses. It is an easier and efficient means of communication which plays a key role
in the overall development of an economy. In an era where knowledge and facts are
the tools for economic, political and cultural exchange, presence of the strong and
constructive media in a country is important for catering to the diverse needs of
individuals, society as a whole, small and large business and production houses,
various research organizations, private sectors as well as the public sectors.
Media is a conscience-keeper of the nation and has many tasks to perform in our
day-to-day lives. It helps the Government to achieve various socioeconomic and
political goals; educate urban and rural masses; instill a sense of responsibility
among the people; as well as provide justice to the needy. It largely consists of
print media like newspapers, magazines, journals and other publications, etc. as
well as electronic media like radio, television, internet, etc. With the changing
scenario of the world, it has acquired the status of an industry. In India, the
media and entertainment industry is undergoing remarkable change and is one of the
fastest growing sectors. The main factors responsible for this are rising per
capita/ national income, high economic growth and strong macro-economic
fundamentals, democratic set up; good governance as well as law and order position
in the country. Specifically, spectacular growth of the television industry, new
formats for film production and distribution, privatization and growth of radio,
gradually liberalizing attitude of Government towards the sector, easier access to
and for international companies as well as advent of digital communication and its
technological innovations are the other attributes of the growth of the sector. The
media industry plays an important role in creating people's awareness about
national policies and programmes by providing information and education, besides
creating healthy business environment in the country. Thus, it helps people to be
active partners in the nation-building endeavor.
The Hindustan Times Hindustan Times The Hindu Indian Express Malayalam Manorama.
Dainik Bhaskar. Telegraph. Mid Day Mumbai. Deccan Herald. The Economic Times.
• • • • • • • • •
PRINT MEDIA: It is true that the age of electronic media has started; however
printed information is and remains omnipresent. The market for print products
offers more variety than ever. Usually, printed products are categorized into
commercial printing and periodicals. This classification differentiates printed
matter with regard to its frequency of publication. Commercial printing refers to
print products that are produced occasionally (brochures, catalogs, leaflets,
business cards). Periodicals are printed matters that appear periodically
(newspapers, journals, magazines). Another way of categorizing printed products is
by splitting them into special groups. These individual groups are: 1. BOOKS:
Gutenberg’s work and his invention, printing with movabe lead types, in the middle
of the fifteenth century triggered a revolution in the book production. A much
greater proportion of the population got the chance to acquire education, culture
and information than had been possible with hand written books. 2. MAGAZINES:
COMPANY PROFILE
India's foremost media conglomerate is home to the leading newspapers in the
country - Hindustan Times (the flagship English daily) and Hindustan (Hindi
newspaper). And it has a significant online presence with HindustanTimes.com. The
Hindustan Times Ltd. plans to consolidate itself as vibrant and modern media
powerhouse throuatiogh strategic partnerships, ever-increasing scope of operns and
a consumer focused approach. Hindustan Times (HT) is India's leading newspaper,
published since 1924 with roots in the independence movement. Hindustan Times is
the flagship publication of HT Media Ltd.In 2008, the newspaper reported that with
a (circulation of over 1.14 million) it was certified by the Audit Bureau of
Circulations ranking them as the third largest circulatory daily English Newspaper
in India It has a wide reach in northern India (barring Southern India), with
simultaneous editions from New Delhi, Mumbai Lucknow Patna, Ranchi and Kolkata. It
is also printed from Bhopal and Chandigarh. The print location of Jaipur was
discontinued from June 2006. HT has also launched a youth daily HT Next in 2004.
The Mumbai edition was launched on 14 July 2005. Indian Readership Survey (IRS)
2008-R2 revealed that it has readership of (6.6 million) raking them as the second
most widely read English Newspaper after Hindustan Times. Other sister publications
of Hindustan Times are Mint (English business daily), Hindustan (Hindi Daily),
Nandan (monthly children's magazine) and Kadambani (monthly literary magazine). The
media group also owns a radio channel Fever and organises an annual Luxury
Conference, which has featured speakers like designer Diane von Fürstenberg,
shoemaker Christian Louboutin, Gucci CEO Robert Polet and Cartier MD Patrick
Normand. The KK Birla branch of the Birla family owns Hindustan Times. Critics
allege that the paper often toes the line of Congress (I), the political party
presently leading the United Progressive Alliance (UPA), which is in power in
India.
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HT Media Ltd
Print Print Hindustan Times Delhi Mumbai Chandigarh Bhopal Lucknow Patna Ranchi &
Kolkata Radio ,Fever 104
Radio
Events
Digital
Delhi Mumbai Bangalore Kolkatta Events, Events And Solutions Leadership Summit
Luxury Summit Youth Nexus Miss India world WIDE Digital, Internet & Mobile
Hindustan Times.com Live Hindustan .Com Live Mint .Com I Love Delhi Delhi Shopping
Carnival
BRANCH OFFICE OF HINDUSTAN TIMES JAIPUR Hindustan Times being one of the growing
company of Print Media having it’s Branch Office in Jaipur. The entire operation of
Hindustan Times in Rajasthan is regulated from this office of Jaipur. The reporting
done to the HO in New Delhi from Jaipur branch. This office is located in Bani Park
Area, Jaipur. The Office has four divisions – Media Marketing, Editorial, Sales and
Circulation, Ad Operation and AD Billing. ORAGANIZATIONAL HIERARCHY OF THE AREA
OFFICE
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The flagship publication of the Group has editions from Delhi, Lucknow, Patna and
Kolkata, thus, dominating the Northern, Eastern and Central regions of the country.
It is printed out of eleven centers including Bhopal, Chandigarh, Delhi, Jaipur,
Nagpur,
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Kolkata, Lucknow, Bhagalpur, Patna, Ranchi and Raipur, reaching closer to the
consumers. Its New Delhi edition continues to be the single largest English daily
edition in the country with a circulation of over 9.2 lakhs, while maintaining its
leadership status in Delhi as the largest circulated English daily at 5.5 lakhs.
Hindustan Times believes in continuous improvement and providing greater value to
its readers and advertisers. It has set many a standard for its competitors and
will continue to do so in the years to come. It is the first smart-age newspaper in
India to evolve into a new international size, sleeker and smarter, which ensures
enhanced ease of reading and convenient handling. In its endeavor to provide its
readers with greater value, it has revamped its existing supplements and added new
ones to its portfolio, offering a daily supplement catering to specific target
audiences. Supplements like HT Estates (on real estate and interiors) are the first
of their kind in their respective categories. The enlarged operations and enhanced
look have also paid off with a substantial increase in circulation across the
country. In a major incentive for the advertisers as well as the readers, Hindustan
Times has entered into strategic alliances with The Indian Express, Business
Standard, Mid-Day and Deccan Chronicle. These alliances, along with its strong
presence in North India, make it one of the most of the most formidable media
players. HINDUSTAN TIMES.COM HindustanTimes.com, a news led media portal is today
one of the most popular port of call for news and infotainment content seekers on
the Web. Besides carrying stories from the newspaper, the site has exclusive and
in-depth coverage by its independent editorial staff. Its exclusive properties
include HTTabloid.com, which is Asia's first tabloid on the Web; and HTCricket.com,
a popular destination for cricketing bytes. The site also provides sections written
by popular columnists, along with in-depth web exclusives on politics, business,
new economy, entertainment, fashion and lifestyle. In another major achievement,
HindustanTimes.com is the only Indian media site featured amongst the top 10
international newspaper sites by Forbes for the third time running, ranking above
the likes of International Herald Tribune.
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HINDUSTAN:
The group's Hindi newspaper, Hindustan is the 9th largest read newspaper in the
country. (Source: National Readership Survey 2002). The publication's readership
has grown by an impressive 11% to 63.85 lakhs (NRS). Hindustan has grown
considerably from strength to strength and has gained significantly across markets.
It remains the Number 1 daily in Bihar with a market share of more than 75% of the
Hindi daily market. In Uttar Pradesh and Delhi, Hindustan has grown by 34%. Lucknow
has been a trailblazer, recording an unprecedented growth of 169%. The popular
Hindi daily has also featured innovative advertising campaigns tailored to meet the
specific needs of advertisers. HT MINTWhile newspapers may be a suffering in most
markets, they remain a growth business in India, according to RajuNarisetti, the
former editor of the Wall Street Journal Europe, who recently launched what is now
India’s newest and fastest-growing business newspaper, Mint. Among the reasons he
cites for newspapers still succeeding in India and other developing countries are
raising levels literacy and limited access to Internet. The newspaper was not
launched as a free newspaper because local distributors need a share of revenue.
That said, with a cover price of less than a cup of tea, potential business readers
will not Media Marketing
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Mumbai edition of Hindustan Times will suck most of the company’s investments and
profitability for the next two years will be adversely affected. The Mumbai edition
is expected to incur losses for a couple of years. In Mumbai, HTM faces immense
competition from the established The Hindustan Times and Indian Express, which also
have greater financial resources. In addition, other competitors entering the
Mumbai market (DNA) will further extend HTM’s timeframe to make money. Opportunity:
· Newspapers only reach 35% of the adult population, of which 65% is literate,
there is significant room for growth. · The sheer number of publications has
created fierce competition Which has kept prices low which in turn has caused
publishers to depend more on advertising revenues. · Advertising revenues in 2006
are predicted to see a 15 to 20% spike. In 2005, 48% of India's total advertising
market went to newspapers,7% more than went to television. · Circulation could rise
by a whopping 14% riding the back of the advertising boom. Threats: In Mumbai, HTM
faces immense competition from the established The Hindustan Times and Indian
Express. In addition, other competitors have entered the Mumbai market like DNA
Medias of advertisements Print Media: Under print media the different types are-
Newspaper, magazine, broachers, fliers etc. Electronic media: Under Electronic
media the different types are-Broadcast (Television[Entertainment, Sports,
News]&Radio), Internet, Cinemas Movies. Word of mouth publicity: Under this
category –pioneer ship, direct marketing. Outdoor Marketing: This category
comprises of Billboards, kiosks, trade house and Events. Categories Of
Advertisement Of Hindustan Times
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This kind of ads are printed rarely on special sary of a newspaper or other such
occasion CLASSIFIEDS: Classified advertising is a form of advertising which is
particularly common in newspapers online and other periodicals e.g. free ads papers
or Penny savers. Classified advertising differs from standard advertising or
business models in that it allows private individuals (not simple companies or
corporate entities) to solicit sales for products and services. A detailed
description of classified is given in the pages to come.
LITRATURE REVIEW
Perceptual mapping is one of the few marketing research techniques that provides
direct input into the strategic marketing planning process. It allows senior
marketing planners to take a broad view of the strengths and weaknesses of their
product or service offerings relative to the strengths and weaknesses of their
competition. It allows the marketing planner to view the customer and the
competitor simultaneously in the same realm. Perceptual mapping and preference
mapping techniques have been basic tools of the applied marketing research
profession for over twenty years now. It is one of the few advanced multivariate
techniques that have not suffered very much from alternating waves of popularity
and disfavor. Although I personally observed a minor waning of the use of the
techniques in the early 1980's, it is now as popular as ever. And although these
techniques have been used extensively over a large number of applied research
studies, and for a very wide variety of product and service categories, and have
been subjected to extensive validations, there still remain some very basic issues
as to the procedure's applicability and usefulness. In addition, there remain many
outstanding issues concerning the proper procedures and algorithms that should be
used for perceptual mapping. So, I see that my main task at this conference is to
raise the issues, as I see them. I am taking a rather naive approach. That is, I
will approach these issues from the research manager's point of view, and not the
statistician's. These issues represent the kinds of questions that my clients ask
me and my staff. Obviously, I have some answers, and some biases, but I will try to
minimize those, and concentrate on the issues. I know that many of these issues
will be addressed at this conference, both in formal presentations and in informal
discussions. I am taking this route in the hope that this introduction will
encourage greater investigation, increase validation activities, and provide fuel
for additional conferences of this type.
CURRENT ISSUES IN PERCEPTUAL MAPPING A. Defining and limiting the relevant space
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How is the relevant space limited? There are three types of limitations that must
be placed on the relevant multivariate space that will be analyzed and mapped. They
are: 1. Limits on the population that is to be surveyed. This seldom poses a
serious problem because it tends to be self-defining in terms of users, or
purchasers of the products, services, or firms in question. However, there are
questions as to how familiar a respondent is with a product, or brand. This will be
discussed in a later section. 2. Limits on the relevant set of variables that will
be used to define the perceptual space. In my opinion, this is the most critical
area for setting limitations, except for those using the scaling methods based on
overall product similarities. The major question to the applied researcher is what
variables are to be used to orient the perceptual positioning of the various
competitors. There is a nearly unlimited set of variables available.
3. Limits on the relevant set of products, services, or firms that will be mapped
into the multivariate space is also a major issue. Although I don't believe that
this is as critical an issue as the selection of the relevant variable set, it is
still a serious one. A balance is required. B. Are there particular product
categories or merchandise lines or firm types where discriminant analysis-based
mapping works better? If so, then what are the characteristics of those product
categories or industries? C. Is "high involvement" in the respondent rating process
a necessary prerequisite for multivariate mapping? What level of familiarity is
necessary and sufficient to include a set of ratings into the definition of the
relevant multivariate space? D. Extracting the dimensions.
1. What are some good rules of thumb for determining how many dimensions to use?
How much variance needs to be explained to be comfortable? How should we handle
dimensions with low variance explained, but test as significant? 2. How do you
display more than two dimensions? What procedures and graphics algorithms are
available? What graphics procedures best convey the information in the multivariate
space to managers and creative professionals? 3. If you are forced to use a two-
dimensional map, but have three or more significant dimensions, how do you
adequately show those attributes that are heavily loaded on the third dimension?
Or, do you eliminate those from the display. If you do eliminate them, what
criteria should you use? 4. What actions should you take when the first extracted
dimension explains much more variance then the second dimension? Is it appropriate
to display those two dimensions as equal axes in the map? E. Plotting the variables
in the derived space raises some interesting questions. 1. Should variable
coordinate weighting be used to show differences in the amount of variance
explained by each axis? 2. If so, what should be used as the appropriate weights
percent of variance explained by each axis, eigen values, or something else?
F. Plotting the firms/products in the perceptual space 1. How should we show which
products or firms are significantly different from others on the map? 2. Does
anyone attempt to draw confidence limits around the mapped points anymore?
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5. Always use the original space, and simply plug in the standardized means for
each product from successive time periods into the linear dimensional equations and
calculate the new coordinates? 6. What other procedures are being used?
H. How can you incorporate volumetric data into multivariate mapping? In other
words, how can you show the marketing manager where the greatest demand exists on
the map or where the opportunities are? a. available?
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Or, can we develop a surface plot over the mapped space that will such things as
dollars spent, or number of items bought, or even times visited? What methods are
being used now? What could the new graphics packages combined with multivariate
routines to superimpose surface plots over the derived
space? Needless to say, there are still many outstanding issues and further
development opportunities with multivariate mapping procedures. I'm sure that there
are others besides these. I would like to challenge the readers to address these
issues, share them with your peers, publicize solutions to them, freely subject
them to validations, and give us more specificity in executing this most powerful
and useful marketing research procedure. De bond and Thaler (1985) while
investigating the possible psychological basis for investor behavior ,argue that
mean reversion in stock prices is an evidence of investor over reaction where
investor over emphasize recent firm performance in forming future expectations.
Shanmugham (2000) conduct a survey of 201 individual investors to study the
information sourcing by investors,their perception of various investment strategy
dimention and the factors, psychological and sociological factors dominated the
economic factors dominated the economic factors in share investment decisions.
Incidentally ,an investment in mutual funds would be entitled to indexation
benefits in the computation of capital gains, which would ortherwise be denied to a
direct investment in debt securities .It is a common observation that large
companies deploy their investible surplus in the fixed income schemes, which
involves negligible downward risk, and seek to leverage the tax arbitrage. From
press reports that mutual funds offer special plans, titled as serial plans, which
allow an investors to be the sole member of a scheme and the deployment of the
money is effected in avenues choosen by the said investor. Marketing Strategy: HT
adopted a two-stage process. They first focused on building the brand in a new
market by targeting the discerning English reader. Then they focused on building
the circulation. They concentrated specifically on households that subscribe to
English newspapers. They built quality circulation instead of just increasing sales
numbers.
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Pricing Strategy: The sales and delivery model that lasted for so many decades are
undergoing a radical change. Newspapers traditionally had `newsstand' sales from
where a fairly large proportion of their readers picked up their daily fix. The
remaining sales were made through `hawkers' who delivered the newspaper home and
collected the money at the end of the month. Subscription sales for daily
newspapers were always a very small proportion of the total sales.
The Hindustan Times has been touting a scheme where a newspaper has a cover price
of Rs 2.50 but actually costs just Re1 per day. A reader who goes in for the cash
back scheme on an advance payment of an annual subscription gets a glossy booklet
with twelve coupons affixed with a fancy hologram. A coupon is given at the end of
every month to the `hawker' who delivers the newspaper home. This gives a feeling
of security to the reader who is skeptical about a one-time advance payment.
Present Status: The flagship publication of the Group has editions from Delhi,
Lucknow, Patna and Kolkata, thus, dominating the Northern, Eastern and Central
regions of the country. It is printed out of eleven centers including Bhopal,
Chandigarh, Delhi, Jaipur, Nagpur, Kolkata, Lucknow, Bhagalpur, Patna, Ranchi and
Raipur, reaching closer to the consumers. Its New Delhi edition continues to be the
single largest English daily edition in the country with a circulation of over 9.2
lakhs, while maintaining its leadership status in Delhi as the largest circulated
English daily at 5.5 lakhs. In its endeavor to provide its readers with greater
value, it has revamped its existing supplements and added new ones to its
portfolio, offering a daily supplement catering to specific target audiences.
Supplements like HT Estates (on real estate and interiors) are the first of their
kind in their respective categories. HT NEXT:
Hindustan Times rolled out its youth edition - HT NEXT. It is the first ever
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The Indian Institute of Planning & Management, New 2 2 Delhi
Newspaper launched especially for the youth. Loaded with new, views and interesting
trivia from around the world, the all-color edition of Hindustan Times will is
available at a price of Rs. 1.50 at stands across Delhi and NCR. Targeted purely at
young readers, HT Next promises to be a reader friendly, comprehensive and holistic
daily with substance and style.
Overview:
So, I see that my main task at this conference is to raise the issues, as I see
them. I am taking a rather naive approach. That is, I will approach these issues
from the research manager's point of view, and not the statistician's. These issues
represent the kinds of questions that my clients ask me and my staff. Obviously, I
have some answers, and some biases, but I will try to minimize those, and
concentrate on the issues. I know that many of these issues will be addressed at
this conference, both in formal presentations and in informal discussions. I am
taking this route in the hopes that this introduction will encourage greater
investigation, increase validation activities, encourage additional, practitioner?
oriented publishing activities, and provide fuel for additional conferences of this
type. WHAT'S IN A NAME? So, let's start with the first issue. Just what is
perceptual mapping? Or, is it preference mapping? Or, is it structural
segmentation? Or what? Here is a list of some of the names that I have seen this
procedure called: - Perceptual Mapping - Preference Mapping - Structural
Segmentation - Brand Mapping - Behavioral Mapping - Strategic Product Positioning
Well, if the only difference - MDS Mapping - Market Mapping - Product Mapping -
Goal Mapping - Image Mapping - Semantic Mapping between these various names is the
selection of a
particular attribute set, then I suggest that we rename the technique to just plain
old Multivariate Mapping. If one wishes to distinguish algorithms, then the proper
descriptive prefix can be used, such as discriminant analysis?based multivariate
mapping. Or, if one wishes to distinguish the types of attributes used, then an
appropriate suffix like multivariate mapping of consumer product preferences would
be more appropriate. Either, or both are far more descriptive and certainly reduces
confusion. If there are true differences between these various names and the and
the idea of generic multivariate mapping, then we are obligated to make those
distinctions and perpetuate that nomenclature throughout the profession. As it
stands now, the name perceptual mapping is confusing to both marketing managers and
many research
These linear equations are further constrained so that each one is uncorrelated to
the other. That is, they are orthogonal. These two properties, the successive
optimization of the variance explained, and the orthogonality of the equations,
forms the basis for mapping, because one is assured that the first linear equation,
which defines the X axis of a map, explains the most variation between products,
and the second linear equation, or Y axis, explains the most variance between
products, after accounting for the variance explained by the X axis (given the
limitations of the least?squares procedure). And the X and Y axes are orthogonal.
In most cases, the first two equations define the majority of the variance between
product ratings, and are the only significant dimensions. Later, we will discuss
significant dimensions beyond two. Assuming for the moment that there are only two
significant dimensions, the calculated coefficients of each variable in each
equation define the X and Y coordinates of the attribute on the map. The X and Y
coordinates of each product are calculated by substituting the mean attribute
ratings of each product into the two discriminant equations, and calculating the
results. The linear discriminant equations allow the researcher to easily plot
additional products, or concepts into the derived space. These equations also allow
the researcher to explore the distributions of specific customer groups in the
derived space. Most widely available discriminant analysis algorithms provide a
variety of useful statistics to the researcher, such as eigen values to show you
the variance explained by each equation, tests of significance for each equation,
multivariate F statistics to show the significance of the group differences, and
correlations between the discriminant functions and each attribute variable. The
procedure also has a few drawbacks. Obviously it requires individual ratings of
individual products (or services, or firms) on each of a selected set of
attributes. Consequently, there is a perpetual problem with what to do with missing
data points. Although I have read a dozen papers on handling missing data in
discriminant analysis, there seems to be no consensus short of case?
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wise deletion. Yet, the realities of today's marketing research industry often
makes this an unacceptable solution. Is mean substitution an appropriate solution?
How does mean substitution effect the calculation of the discriminant functions?
The procedure is dependent on the selection of the appropriate attribute set. The
omission of important discriminating attributes may lead to false conclusions
concerning the dimensionality of consumer ratings of product differences. Also, the
procedure highlights those variables that discriminate between products, and will
not display on the map attributes that may be extremely important, even dominating
product choice, but do not differentiate between products. Alternatively,
situations often develop where a particular variable discriminates between
products, but is not important in product choice. Often, the selected set of
attribute variables is highly correlated, consequently, there is no control over
the number of attribute variables, or which attribute variables, enter the
discriminant solution and define the relevant space. To overcome this situation,
multiple passes, forcing in variables in which there is a high interest, are often
required. This can be costly. The inclusion or exclusion of one of the products or
firms being rated often changes the dimensionality of the space, especially when
the set of firms or products under consideration is small or radically different
from other products. It is often difficult to convey this situation to research
managers and senior marketing management. A radically changing product space
detracts from the confidence that senior marketing managers have in the procedure.
Is there some way of overcoming this, short of adding more products simply to
stabilize the space? That solution is often not viable in researching industrial
products. B. R-Type Factor Analysis is seldom used as a mapping procedure in
today's applied marketing research field, although in the 1970's it was the
preferred mapping procedure among many applied researchers. And, there are a few
empirical studies that show it is superior to discriminant analysis. Although you
have the same problems with what to do about missing data and selecting the
relevant set of variables as you have with discriminant analysis, this procedure
overcomes two of the problems with discriminant analysis. All
variables are shown on the map, and the inclusion or exclusion of products has no
effect on the extracted dimensions. The inputs to factor analysis are very similar
to those for discriminant analysis, product ratings across attributes. However, an
additional ingredient is required. You must also collect an importance rating from
each respondent for each attribute. These importance ratings are the basis for
developing the mapping space. The basic assumptions concerning the distribution and
continuity of the rating scales should not be relaxed. At this point the two
procedures part ways. Unlike discriminant analysis, where the variance between
product ratings is addressed, factor analysis attempts to explain the correlation
between importance ratings of the variables. That is, the first factor equation is
that linear equation that explains the maximum amount of correlation between the
variables, and the second extracted equation explains the most of the remaining
correlation, and so on, until 100% of the correlation is explained with a number of
factors equal to one less than the number of variables. The extracted factors are
linear equations which have a coefficient for each variable. These coefficients are
commonly referred to as factor loadings. The output of factor analysis does meet
the basic criteria for developing a map. The first two dimensions explain the
maximum amount of variance (i.e. correlation) between the importance ratings of the
variables (not the ratings of the products), and they are orthogonal. Thus, to
define a variable location on the map is a simple case of using that variable's
loading on the first factor as the X coordinate, and its loading on the second
factor as the Y coordinate. Factor analysis is an interdependence procedure, thus
the various differences in product ratings is ignored until after the factor
equations are derived. Product locations in the derived space are calculated by
averaging the first two factor scores of that product's ratings to define the X and
Y coordinates. Or alternatively, plugging the average product scores on each
attribute into the two factor scores and calculating the X and Y coordinates. The
extraction of factors is highly sensitive to the number of correlated attributes.
The addition or deletion of an attribute may dramatically alter the dimensionality
of the derived space. In addition, extraction of factors is dependent on the
intercorrelations
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between variables, and does not necessarily optimize the separation between
products, like discriminant analysis. Furthermore, a single variable that may be
considered extremely important and dominating the selection of products, like
safety, may not show up as a dimension on a map, simply because it is not
correlated to any of the other measures. Myers and Tauber (Market Structure
Analysis, AMA, 1977) recommended overcoming this problem through the use of a
"weighted covariance approach", where the input to the factoring program is a
matrix of product covariances, weighted by regression scores derived from
regressing the importance ratings against product choice. But this has proved to be
a bulky and difficult procedure to implement, and there has been little empirical
validation. C. Non-metric scaling procedures are still used quite often for
multivariate mapping. However, I am only going to concentrate on one of those, and
briefly describe the others. 1. Correspondence Analysis or Dual Scaling techniques
are gaining in popularity, mainly because there has been a considerable amount
written on the technique over the last few years, it is an extremely robust
technique, it has simple data collection requirements, and the algorithms are
becoming widely available. Correspondence analysis is often used as a post?hoc
mapping procedure for studies that did not originally contemplate multivariate
mapping, because of its ability to use summary distributions of nominal data. The
procedure puts no significant demands on the distribution of the data. In addition,
the procedure does not require the standard attributes?by?products data format
required by other procedures. A matrix of products?by?attributes works just as
well, and will produce an identical map. In addition, the point?point maps produced
from correspondence analysis are directly generated by most of the programs and
they are much easier for general marketing managers and creative promotional
personal to understand. Inputs to correspondence analysis can be as simple as a
summary table of respondent checks as to whether a product has a certain
characteristic or not. Almost any data collection procedure imaginable can be
transformed, and used to provide inputs to correspondence analysis. Respondents can
be asked to name a single brand most
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associated with an attribute, or occasion, or store. Even open ended questions can
be used by asking respondents to name the qualities most associated with a brand,
or store, or personality. There are no restrictions as to how many, or how few
items a respondent associates with a product, or whatever. The data input to the
program is a matrix of counts of how many times a product, service, firm, or
whatever, is associated with an attribute, usage occasion, need, or whatever.
Consequently, the data collection process is highly simplified. This has
considerable appeal in light of the industry's intense interest in "respondent
abuse" and declining response rates. Correspondence analysis has a unique ability
to integrate a large amount of data from divergent perspectives on a single map.
For example, brands, product attributes, needs fulfillment, and usage occasions can
all be shown on the same map. The two main drawbacks of the technique are that it
uses only summarized distributions of nominal data for most of the algorithms that
are currently available. Thus, a considerable amount of the variance associated
with a database of individual responses is sacrificed. And metric data
distributions must be "nominalized" to be used in the procedure. The exception is
Benzacri's SPAD program that few researchers have access to. SPAD allows you to
input either the individual observations, or ratings, or the summarized data.
Interestingly, you will often get differing amounts of explained variance, and/or
different product and attribute locations on the map, depending whether you use the
individual observations or the summarized data. Frankly, I'm not sure why this
happens. If there are a number of metric distributions that must be converted to
nominal variables, the selection of the appropriate break?points is critical, and
has a considerable effect on the amount of explained variance and the extracted
dimensions of the correspondence map. We need a solution to this situation, and
guidelines on proper procedures for nominalizing metric data. 2. KYST, PROFIT,
INDSCAL, TORSCA, PREFMAP, PROXIMITY, ALSCAL, SSA?1 thru SSA?4, MRSCAL, MINISSA,
MINITRI, PARAFAC, and MDSCALE, (to name a few) all fall into a class of
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In this era of market fragmentation, and the rapid emergence of new product
categories, and sub?categories, brought on by an acceleration of differentiated
products flooding the market place, the selection of the relevant competitive set
of products or services is ever?changing. If the relevant set of products, services
or firms is too broad, we may fail to uncover those truly discriminating variables
that may reveal an opportunity for a competitive advantage. That is, some non?
competitive products may so skew the spatial dimensions of the map that differences
between the true set of competitors may be hidden or overlooked. On the other hand,
the selection of too narrow of a competitive set may destine the marketing planner
to focus on the wrong competitors and wrong dimensions. As an example, department
stores for years focused on competing department stores as the relevant set,
ignoring the single merchandise line specialty stores and the deep discounters
until the department stores' bottom lines started gushing red ink. Given the rapid
nature of change in the competitive set for most product and service lines, we
could not rely on a body of literature to solve this problem. What is needed is a
set of generally accepted procedures for determining the relevant competitive set
at any point in time. Permit me to continue the discussion of issues in
multivariate mapping in a more abbreviated manner. I will limit my remarks from
here on to discriminant analysis? based multivariate mapping, since that is what
most of us are using. B. Are there particular product categories or merchandise
lines or firm?types where discriminant analysis?based mapping works better? If so,
then what are the characteristics of those product categories or industries. C. Is
"high?involvement" in the respondent rating process a necessary prerequisite for
multivariate mapping? What level of familiarity is necessary and sufficient to
include a set of ratings into the definition of the relevant multivariate space? D.
Extracting the dimensions. 1. What are some good rules of thumb for determining how
many dimensions to use? How much variance needs to be explained to be
comfortable? How should we handle dimensions with low variance explained, but test
as significant? 2. How do you display more than two dimensions? What procedures and
graphics algorithms are available? What graphics procedures best convey the
information in the multivariate space to managers and creative professionals? 3. If
you are forced to use a two?dimensional map, but have three or more significant
dimensions, how do you adequately show those attributes that are heavily loaded on
the third dimension? Or, do you eliminate those from the display. If you do
eliminate them, what criteria should you use? 4. What actions should you take when
the first extracted dimension explains much more variance then the second
dimension. Is it appropriate to display those two dimensions as equal axes in the
map? E. Plotting the variables in the derived space raises some interesting
questions. 1. Should variable coordinate weighting be used to show differences in
the amount of variance explained by each axis? 2. If so, what should be used as the
appropriate weights ? percent of variance explained by each axis, eigenvalues, or
something else? F. Plotting the firms/products in the perceptual space 1. How
should we show which products or firms are significantly different from others on
the map? 2. Does anyone attempt to draw confidence limits around the mapped points
anymore? G. What about "ideal" points? 1. Should "ideal" points be used at all? 2.
If so, what is the best way of doing that? a. Use importance ratings and treat
these as another product rating? In other words, do we permit importance ratings to
assist in the definition of the relevant space?
b. Or, should we calculate standardized mean importance ratings and plug those
values into the previously extracted dimensional linear equations to calculate the
coordinates of the ideal point? c. Should we use respondents' highest rating of any
firm/product on each attribute and use that as a set of ratings for the "ideal"
product? d. What about using respondents' preferred firm/product and simply
duplicate that rating as the set of "ideal" ratings under the assumption that the
respondent will purchase or use that product closest to their ideal ? e. Is it
appropriate to map a "generalized" space, then segment the sample on importance
ratings or product preferences, then impose the mean ratings of those segments as
multiple "ideal" points on the map? f. What other methodologies are there for
generating "ideal points"? g. What do you do when any one of these procedures
dramatically skews the map? H. Is longitudinal mapping a valid concept? What are
the critical issues in overlaying maps? What are the best methods for doing this?
1. Line up "index" points from successive time periods so as to minimize the
variance between them? Should the index points be the vector of importance ratings,
or some other measure? 2. Select a very stable vector that consistently
discriminates between at least two of the products or firms, and minimize the
variance between their positions over successive time periods? 3. Use both of these
methods in combination? 4. Re-generate the dimensions with each attribute from each
time period representing a separate attribute, and each product from each time
period representing a separate product?
5. Always use the original space, and simply plug in the standardized means for
each product from successive time periods into the linear dimensional equations and
calculate the new coordinates? 6. What other procedures are being used? I. How can
you incorporate volumetric data into multivariate mapping? In other words, how can
you show the marketing manager where the greatest demand exists on the map? Or,
where the opportunities are. a. b. Are scatter plots of grouped respondent
locations the only thing available? Or, can we develop a surface?plot over the
mapped space that will depict such
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY SECONDARY DATA – I will collect the Secondary data from
following sources:• • • • • Newspaper – HT, TOI Magazine - The Times. Harvard
Business Review, 4p’s Website/Internet – Hindustan times Book – Course book/ Philip
Kotler Notes- Professors Notes
PRIMARY DATAI will collect the data through structure questionnaire. TOOL USEDExcel
sheet, pie chart, and histogram SAMPLING METHOD Random Sampling SAMPLE SIZEI will
try to collect data from more than 50 customers Target AudienceStudents, housewife,
Businessman, working group i.e. if I need to target business segment probably I
will take Banking customer in this account. JUSTIFICATION FOR CHOOSING A
PARTICULAR RESEARCH PROPOSAL The type of research carried for the study is
descriptive research and sampling taken is random sampling. Perceptual mapping is
one of the few marketing research techniques that provides direct input into the
strategic marketing planning process. It allows senior marketing planners to take a
broad view of the strengths and weaknesses of their product or service offerings
relative to the strengths and weaknesses of their competition.
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The Indian Institute of Planning & Management, New 3 8 Delhi
Inference: Institutes select a media to give an adv respect to the courses they
deal in and this response gave us the real picture that which kind of a institute
it is.
RES PONS E
500 46% 1500 20%
Inference: Above response showed the strength of the institute through the intake
of students. And strength of institutes give a pave to advertisement for the same
RES PONS E
North India 4%
Inference: Institutes have to target a segment for the further plans of adv.
Response gave us the picture that institutes target which region. PAN India is at
pinnacle.
Q4. If Nationally, Which are those region students come from? Please specify
RES PONS E
bihar 0%
Madhyapradesh 14%
Jharkhand 82%
RES PONS E
20% -40% 3% 80% -100% 32% 60% -80% 38% 40% -60% 27%
Inference: Within the native region how a city edition will work this response
gives us the exact blue print to be followed. Here 38% of institutes said that they
intake 60%-80% within rajasthan.
Inference: Institute has to make a segment to focus upon. And via response we can
observe that graduates is at supreme by 48%
Inference: Every institute has a particular time period when the admission process
is at boom. Response tells that its mainly in May-June with a percentage of 69 when
the advertisement is at hike.
Inference: Annual budget for advertising has to plan out according to the
availability of resources. In this response 46% institutes say that their budget
range is 25-50lakhs
RES PONS E
Adm ission Notice 15%
Inference: Ultimately motive is what matters, so here in this response it has been
seen that the supreme purpose for advertising is marketing and brand-activity with
a percentage of 67.
RES PONS E
BTL 4%
Q12.Which publication you prefer the most for local advertising in news paper?
RES PONS E
Hindustan Tim es 30%
D.N.A 6%
Inference: Above analysis says that for local advertising in newspaper Dainik
Bhaskar is the most preferred publication with a peak percentage of 37.
Q13. What criteria do you consider while selecting a media for advertising?
Inference: There are many criteria through which media are chosen. Above response
states that 27% of institutes keep availability as the utmost criteria followed by
catering to target audience.
RESPONDENT 83 125 42 10 0
INTERPRETATION: From the above chart it is clearly seen that the overall
presentation of TOI is good majority of the people are satisfied with the overall
presentation of the paper. So the company can maintain the same way of presenting
the news.
EDITORIAL CONTENT OF THE HINDUSTAN TIMES CUSTOMER RATING Excellent Good Average
Poor Very poor RESPONDENT 24 64 98 68 6
INTERPRETATION: The customers fells that the editorial column in the paper is
average and needs improvement, some customers felt that the overall editorial
content need to increase as there is only one side in the newspaper with editorial
content.
OVERALL CONTENT OF THE HINDUSTAN TIMES CUSTOMER RATING Excellent Good Average Poor
Very poor RESPONDENT 35 150 65 10 0
INTERPRETATION; Majority of the customers fell that the overall content in the
newspaper is good does not require any improvement while some felt that some column
in the paper needs improvisation. THINGS WHICH CUSTOMERS LIKE IN HINDUSTAN TIMES
THINGS Pricing
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RESPONDENT (in %) 27
ALUMNI ID NO.: DS/09/11-
The Indian Institute of Planning & Management, New 5 4 Delhi
6 16 16 8 16 8
INTERPRETATION: When customers were asked about the two thing they like the first
response from them was the pricing and then the next option was the front page news
coverage, thus the above chart explains the customers likings in Hindustan Times.
CONCLUSION
Perceptual mapping is one of the few marketing research techniques that provides
direct input into the strategic marketing planning process. It allows senior
marketing planners to take a broad view of the strengths and weaknesses of their
product or service offerings relative to the strengths and weaknesses of their
competition. It allows the marketing planner to view the customer and the
competitor simultaneously in the same realm. Perceptual mapping and preference
mapping techniques have been a basic tool of the applied marketing research
profession for over twenty years now. It is one of the few advanced multivariate
techniques that has not suffered very much from alternating waves of popularity and
disfavor. Although I personally observed a minor waning of the use of the
techniques in the early 1980's, it is now as popular as ever. And although these
techniques have been used extensively over a large number of applied research
studies, and for a very wide variety of product and service categories, and have
been subjected to extensive validations, there still remain some very basic issues
as to the procedure's applicability and usefulness. In addition, there remain many
outstanding issues concerning the proper procedures and algorithms that should be
used for perceptual mapping.
RECOMMENDATION
The major players of English Newspapers are The Times Of India , The Hindu , The
Economic Times , Business Standard , Business Line, Hindustan Times etc. The
survey states that among Non Business dailies The Times Of India is the most
preferred English daily while among Business dailies The Business Standard was most
Preferred by the people Major age groups Reading English Newspaper was 25 to 35
years group
Most of the people agreed that English Newspaper was easily available in the
city .A large number of people (41%) stated that The Times Of India was most easily
available English Newspaper. Newspapers are a source of news and information. If
man wants food for his belly, he also needs news for his mind to keep pace with the
world. The latter he gets from newspapers. They refresh his knowledge and ideas.
The newspapers have a very important position and place in a democratic country.
They are the critics of administration, justice and law. They play the part of
social reformers. They remove the barriers separating man from man. They are the
advocates of liberty; equality and fraternity. They enforce the right and redress
the wrong.
BIBLIOGRAPHY
1.
Donald R. Cooper and Pamela S. Schindler (2001), Business Research Methods, eighth
Edition, Tata McGraw Hill Publishers. C R kothari, Research Methodology - Methods
and Techniques (2006), 23rd revised Edition, New Delhi.
www.asiamarketresearch.com/glossary/brand-mapping.htm www.blackcoffee.com/brand-
mapping.html www.mcorpconsulting.com/services/tools/brandMapping.asp
www.mm4xl.com/software/tools/brand.php
2.
1. 2. 3. 4.
ANNEXURE
Q1. which kind of institution is this?
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---------------------------------------------------------Q2. How many students are
there in your institute?
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---------------------------------------------------------Q3.What is the target
audience
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---------------------------------------------------------Q4. If Nationally, Which
are those region students come from? Please specify
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---------------------------------------------------------Q5.What is the percentage
of student in take in Rajasthan?
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---------------------------------------------------------Q6.Who is your Target
audience?
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