Summer Internship Project Report

On

“Study of customer perception and preference towards MINT” in

Ahmedabad city of Gujarat state.

At

HT MEDIA LTD’s MINT

Submitted to

Institute Code: 730

Institute Name: LJ INSTITUTE OF COMPUTER APPLICATION

Under the Guidance of

Dr. Jignesh Vidani

(Associate Professor)

In Partial fulfilment of the Requirement of the award of the degree of Master of

Business Administration (MBA)

Offered By

Gujarat Technological University, Ahmedabad

Prepared by:

HARSH PRAJAPATI

1
 (197300592019)

MBA (Semester II)

YEAR:-2019-2021

STUDENT’S DECLARATION

I hereby declare that the Summer Internship Project Report titled “study of customer’s
perception and preference” in (Mint) is a result of my own work and my indebtedness to other
work publications, references, if any, have been duly acknowledged. If I am found guilty of
copying from any other report or published information and showing as my original work, or
extending plagiarism limit, I understand that I shall be liable and punishable by the university,
which may include ‘Fail’ in examination or any other punishment that university may decide.

Name Enrollment No. Signature

Harsh prajapati 197300592019

Place: Date: / /
2
 INSTITUTE CERTIFICATE

This is to certify that this summer internship project report titled “study of
customer’s perception and preference towards mint” is the bonafide work of
Harsh prajapati (197300592019), who has carried out his/her project under my
supervision. I also certify further, that to the best of my knowledge the work reported
herein does not form part of any other project report or dissertation on the basis of
which a degree or award was conferred on an earlier occasion on this or any other
candidate. I have also checked plagiarism report which is ………. % and it is
below the prescribed limit of 30%. The separate plagiarism report in form of
html / pdf file is enclosed with this.

Rating of Project Report [A/B/C/D/E]:

(A=Excellent; B=Good; C=Average; D=Poor; E=worst)

Signature:
Prof: Dr. Jignesh Vidani

Signature:
Director: Dr. Sidhharth Bist

3
 CERTIFICATE OF EXAMINER

This is to certify that the project work embodied in this report entitled “A study of
customer’s perception and preference towards mint” was carried out by Harsh
prajapati (Enrollment no. 197300592019) of L.J. Institute of computer
application (Institute code:730 ).
This report is approved / not approved.

Comment of External Examiner:

This report is for the partial fulfilment of the requirement of the award of the degree
of Master Of business Administration offered by Gujarat technologicaluniversity.

(Examiner’s sign)
Name of examiner:

4
Examiner’s Institute Name:
Examiner’s Institute Code:

Place: Date: / /

5
COMPANY CERTIFICATE

6
PLAGIRISM REPORT

7
 PREFACE

“Experience is the key of learning things in better way.” Doing summer internship with
company like “HT Mint media Limited” is great opportunity for me. The main purpose of doing
this summer internship project is to get field work experience. Whatever we are learning by book
is totally worthless if you don’t know that how it applies on field. By guidance of Mint, I got this
opportunity to improve my skills and work experience.

In this project report I have deeply briefed customer behaviour towards financial newspaper. For
every single organization, Consumer pay an important role in marketing. Consumer’s perception
towards product is most important factor for every marketing team.

This report prepared on the topic named consumer’s perception for Mint-financial newspaper. The
project report helped me to enhance knowledge regarding the work in to the attitude of consumer
behaviour in market. Also is learnt me that how consumer react with product’s marketing strategy.
By doing internship with mint, I cleared all topics what I only known theoretical. It gave me an
opportunity to apply concept in practically.

8
 ACKNOWLEDGEMENT

For Master of business Administration (MBA)’s degree, it is a great opportunity that provided by
my institute. The success and final outcome of this Summer Internship Project Report required a
lot of guidance and assistance from many people and I am extremely privileged to have got this
all along the completion of this project report. All that I have done is only due to such supervision
and assistance and I would not forget to thank them.

Firstly I would like to thank our director sir, Dr. Sidhharth Bist, who always stand with us to
encourage and inspire us in every opportunity that we got by institute. I would also like to thank
Prof. Jignesh Vidani for giving his all support and guidance which helps me to complete the
project duly. Without their support I cannot do complete this report successfully.

I am also thankful to and fortunate enough to get constant encouragement, support and guidance
from all teaching staffs of MBA which helped me in successfully completing my sincere esteem
to all laboratory for their timely support.

Now I would like to gratitude two persons, who gave me the opportunity to do my Internship and
project report work in “HT MEDIA LTD’s MINT”, without their support I couldn’t even finish
my SIP report. So a great and worm thank to my company guides Mr. Hemang Gandhi and Mr.
Ravi Makwana. It’s my pleasure to work with these two gentlemen.

At the end, last but not least I feel very thankful to my family members, friends and all those who
have supported me to finish my SIP report.

9
 INDEX

Chapter Particular Page No

no.
1 Industry Profile 13

1 Overview to Print Media 14

2 Scope of industry 15

2 Company profile 16

1 HT Media limited [history] 17

2 Brief introduction about mint 19

3 Supplements of mint 21

4 Department details 22

5 Supply chain 26

6 Comparative analysis 27

7 SWOT analysis 29

10
 3 Objective of study 30

4 Literature reviews 32

5 Research methodology 36

1 What Is research methodology 36

2 Definition 36

3 Research topic 36

4 Objective of study 36

5 Research design 37

6 Data collection method 37

7 Sample size 38

8 Sample area 38

9 Sample techniques 38

10 Limitation of the project 38

6 Data analysis and interpretation 39

11
7 Finding 60

8 Conclusion 61

9 limitation 62

10 suggestion 63

11 bibilography 64

12 annxeres 65

12
 Chapter:-1

INDUSTRIAL PROFILE

13
Overview of print media

➢ Printing media industry is one of the oldest media industry of the world. The very first
printing was woodblock printing, which was established in China before 220AD. After the
revolution in printing media there were lots of printing methods comes around the market.

➢ Now talking about history of printing media, the journey started in 220AD with woodblock
printing. Since there to now there are many printing systems comes into the market and try
to push this industry to level up. In current scenario there is most popular and usable
printing method is Digital media.

➢ According to survey in India every year more than 3500 graduate employees joining this
industry. In India the massive growth of this sector is started from 2001. The reason behind
that is the spread of education- according to the 2001 census report literacy growth in India
touched nearly 66 per cent. This amazing growth in literacy together with rising
educational levels and rapidly progressing trade and industry in India make the current
situation a happy note. Literacy rate is growing; increase in the literacy rate has direct
positive effect on the rise of the circulation of the regional papers.

➢ The Indian Print Industry has undergone a revolutionary change in the last 15 years. In
1990, India initiated a process of reforms aimed at shedding protectionism and
embracing liberalisation of the economy. Privatisation was initiated with theaim of
integrating the [[Indian economy]] with the world economy. This change opened the doors
for the Indian Print Industry to modernise, by investing in the latest

14
 of technology and machinery. The average compound annual growth rate has been higher

than 12% over the last 15 years.

Scope and Industry

Printing media have grown up extremely over the past 20 years in India. So the scope of it is there in future also.
According to survey of Great Britain, following is the readership comparative data from 2007 to 2018. Where in 2007
only 20% of population are Aware about this media. The readership increase every year an after 11 years it is comes to
69%. This is shows that’s day by day new readers are joining this industry. The most users of this media are educated
public and literacy rate is the main factor that affect directly this media. So after Indian survey of literacy rate 2001 its have
been seen that the rate of education in India is growing every year. So highliteracy rate means high readershi

Series 1
80
%

70
%

60
%

50
%

40
%

30
%

20
% p.

The
10future of the industry in India is bright and scoopful.
%

0%
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 15
 Chapter :-2

Company profile

2.1 HT MEDIA LIMITED

History:-
Hindustan time was inaugurated by mahatma Gandhi in 1924. Since then, the newspaper has
establish its presence as a newspaper with editorial excellent and integrity. One of india’s leading
and most respected English dailes, its unmatched editorial powess. Today, Hindustan times-delhi
edition has unique distinction of being the largest selling single edition English newspaper in india.

16
 QUICK OVERVIEW OF HISTORY

The Hindustan times was the brainchild of the akalis who felt that a newspaper in English would enable
them toreach an audience other then the Punjabi-reading one. This was in the year 1922. From the outset
the newspaper was set up to oppose the brtish. The Hindustan time finally came into beinf September
1924 and was inaugurated by mahatma Gandhi. The newspaper was to become a primer nationalist
newspaper of the capital in turbulent years preceding independence. Its oprations from print to other
media channels like radio, internet, events and marketing, and strategic partnerships, as part of its

endeavor or establish itself as a giant media conglomerate in the present time.

September 26, 1924

This date marked the august beginnings of Hindustan times with mahatma Gandhi, the father of
national inaugurating the news paper .

1927

Hindustan times was reborn as Hindustan times ltd, a limited liablity company

1936

The hindi daily Hindustan was launched , which remains dominant news papar in core hindi belt of northen
india .

1937

Devdas Gandhi was appointed the magazing editor of the news papar and remind the magazing editor till
his death in 1956.

1942

17
The hindustam times was one of the few newspaper that stoped publishing the newspaper for four and half
month as refused to accept the british imposition of the censorship on all newspaper.

1947

The year india gained its freedom was also the year Hindustan times attained the status of being the
dominant newspaper in delhi

1957

The newspaper circulation grew from 58693 copies to 144287 in 1970 after kk birla took over the mental
from gb birla

1960

The hindi litrally magazine kadambini was launched

1964

The group started activity targeting the youth of india and lauched the nandan magazine .

1991

At the start liberalization of india, Hindustan times moved to becoming and an autonomous power center
in mature democracy.

1999

The Hindustan times celebrated its platinum anniversary

2001

With a focuse on localization , five new addition for Calcutta , Bhopal , ranchi , chandigarh and Jaipur
where launched.

2003

The media business was de-merged and in corporeted under HT media LTD.

2004

HT Media Ltd was listed as a public company and attracted external funding.

2005

Hindustan times successfully entered the Mumbai market with a refreshingly new product and contact mix.
18
2006

Fever 104 FM is launched , in technical collaboration with the virgin group. Hindustan was relaunched re
– edtablishing the company’s prominent presence in the regional news space .

2007

Mint,the business paper in partnership with the wall street journal was launched in delhi and mumbai . in
the internet space , hindustantimes.com was relaunched and livemint.com was introduce.

2008

Firefly e-Ventures an HT media company launched its first portal for job seekers, Shine.com

Brief Introduction about MINT:-

➢ Mint is India's second largest business newspaper published by HT Media Ltd, the Delhi-
based media
➢ group which also publishes the Hindustan Times. It mostly targets readers who are business
executives and policy makers.
➢ It is India's first newspaper to be published in the Berliner format.
➢ Mint exclusively carries "WSJ" branded editorial content in its pages by virtue of the
content sharing partnership between HT Media and Newscorp. It has also collaborated
with US based MNC, Bloomberg TV in 2009.

➢ The USP of Mint is its style which is similar to Wall street Journal generally termed
➢ as “Berliner Format”. Its design and format is designed by Mario Garcia who has been
associated with WSJ. . It uses info graphics to tell stories in analytics form which explains
outcomes and insight explanation of so called Cause and Effect theory.
➢ The newspaper basically targets to very niche customer category, which are very
particular about the outcomes generated by economic reforms and its impact on common
man. Although it is a daily newspaper (except on Sundays), Mint doesn't think of
itself as a newspaper of record, choosing instead to focus on the bigger stories of the day,
19
➢ served along with analysis and lifestyle pieces. Some media critics have called Mint a
“Daily magazine” because of this choice of presentation.

➢ On Saturday’s, there is special edition of mint called as “MINT Lounge” which us

published across 10 different location includes Delhi, Mumbai, Bangalore, Chandigarh,
Pune, Chennai, Hyderabad,Ahmedabad and Kolkata which is more popular than the
weekday issues based on increased circulation figures especially with women readers.
➢ Lounge is a magazine-style supplement that focuses on the arts,food, culture, fashion,
sport, music, etc.
➢ Mint carries a short editorial piece on the front page titled"Quick Edit", which is quite
popular for its concise, oft hard-hitting opinion. The longer opinion piecestitled "Our
View" and guest opinion pieces titled "My view" or "Their Views" are carried in views
pages towards the end of paper.

➢ On the editorial side, Mint is organized into various teams based on reporting subject
matter. Topic editors usually decide on the composition of stories for the next day's
edition in a news conference held before the paper goes into the final stages of
production. There are also small teams that focus on strategy, marketing, advertising and
other aspects of publishing the paper and its ancillary offerings.
➢ Mint also houses technicians who work exclusively on HT Media's digital media projects,
including apps for mobiles and tablets featuring Mint and other publications from HT
Media. The newsroom and management follows a relatively 'flat' structure, unlike in other
divisions of HT Media.

20
 SUPPLEMENTS OF MINT

❖ MINT LOUNGE

❖ MINT MONEY

❖ MINT INDULGE

DEPARTMENT DETAILS

A brief department details to give an idea of where the things are placed in MINT is follows:

21
 syste
m

admi shedlin
n g

departmen
space t
editorial
marketin
g

marketing
productio
departmen n
t

22
 3 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 to operations which include giving print orders for the
regular supply of subscription, complementary copies and sponsored copies are also being
distributed by this department. They also check the dispatch and payment received for the month.
And also look forward 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
ampensate for the cost generated. 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 these agents
decide what the expectation of client is, and on that bases agent selects anymedia. Advertisement
is generally designed by agent but only circulated by media. But sometimes media also design
some advertisement, but they get client from only agents.

❖ EDITORIAL DEPARTMENT

Editorial department is considered as the backbone of the print media because without my good
23
 matter to publish 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 sent to Mumbai and Delhi for the
adjustment.

❖ 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 advertise, which matter and advertisement should be in which page is the looked
out by scheduling people.

❖ SYSTEMS DEPARTMENT

The systems department is responsible for communication network as well as all the technical
related problems in the company. All the branches of MINT 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 Ahmedabad receives a facsimile copy of
newspaper every day and forwards its printout on the butter paper to the production department.

❖ PRODUCTION DEPARTMENT

Production department is main unit in the MINT. Production department start printing after
finishing all news and advertisement.

❖ DISPATCH DEPARTMENT

24
 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 no. of copies to be delivered at each center.

❖ FINANCIAL DEPARTMENT

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

❖ HUMAN RESOURCE DEPARTMENT

This is the department responsible for the HR supply in the company. For MINT, this department
is not in Ahmadabad, but it is in New Delhi. It means that the MINT has a centrally located HR
department who takes care of the supply in any of the branches.

All these departments identify the need of the customer i.e. the quality and pricing demanded by
the customers The main reason for this type of pacing is to create awareness and generatereading
behavior amongst the audience of the newspaper.

25
Supply Chain

Raw

Printing

Ahmedaba Nadia Anan Vadodar Bharuc

Agents
in

Book
Vendor
Staller

Hawker Hawker

RReeaaddeersrshi
ip

26
 Comparative Study

The Economic Business Financial Business

perticular mint times standard express line
Establish 1st February 6th march 1961 26th march 1975 1961 1994
ed 2007
Year
Owner HT media The times group Business Indian express Kasturi & sons LTD
standard
group group
Founder Raju narisetti - ABP groups - -
Publisher Vivek khanna Bennett, Coleman Business standard Indian express The hindu group
& Co.Ltd Ltd
Language English English Englis English English
h
2nd floor, 18-20 B/B1, Express Kasturi bulding 859 &
kasturba Nehru house 4,
Time House, DN Building, Sector 860, anna salai,
gandhi marg, Bahadur shah
Headquarte Road Mumbai - Chennai, tamilnadu –
New Delhi zafar marg, new 10, Noida
r 400001
110001 Delhi - 110002
201301, 600102
Uttar Pradesh
Types Daily newspaper Daily newspaper Daily newspaper Daily Daily newspapers
newspaper
Tag line - Keep moving Know more. no less - -
Sister Hindustan times The times of India &
Newspaper & Navbharat times
- - -
s Hindustan
dainik
www.busines www.financiale www.thehindubusin
Website www.livemint.co M.economictimes.co
m m
s- x e ssline.com
standard.com
press .com
Fiscally
Political
alignme
conservative Unknown Unknown Unknown Pro- business
, socially
nt
liberal
Circulation 3,10,000 8,00,000 2,17,000 84,000 1,30,000
News Anil penna Bodhisavta Shyamal majumdar Sunil jain Raghven Srinivasan
Editors Ganguli

27
 Chennai,benglure,
Delhi, Mumbai, hydarabad, Jaipur,
Kolkata,
ahmedabad,
Center Bengaluru, - - -
cities Hyderabad, lacknow, pune,
Chennai indore,
Chhattisgarh,
Nagpur,
Mumbai, delhi
Mobile Mint Economic times Indian express The hindu business
applicatio business line
n news
Readership 3,10,000 8,00,000 2,17,000 84,000 1,30,000
Market 18.66% 61.04% 11.90 - -8.24%
share %

Mon - Fri Mon - Wed - Fri - Sat Mon-Sat

Mon - Fri
6.00 RS 3.5 RS
Daily 9.00 RS Sat 5.00 RS Sun Mon-sat 10 RS
80594

Sat 10.00 Tue - Thu 3.00 RS

10.00 RS
RS 6.00 RS
Monthly Around 171 Around 130 Around 234 RS - Around 255 RS
RS RS
Yearly Around 2056 Around 1560 Around 2808 RS - Around 3060 RS
RS RS
31000

21700

13000

Newspaper Readership Market Share

8400

Mint 3,10,000 18.66%

Economic Times 8,05,940 61.04%

Business Standard 2,17,000 11.90%

Business line 1,30,000 8.25%

The financial express 84,000 0.16%

28
 SWOT Analysis

SWOT analysis is a strategic planning technique in use to help an analyser to identify Strengths,
Weaknesses, Opportunities, and Threats related to business and its competitors. It make easy to
understand that what market and marketing strategy analyser should use on which target audience.

SWOT Analysis of MINT

Standard Weaknesses

• Cover news from all area • Less graphical presentation

• Pictorial& colourful presentation
• Strong brand name
• Experience Management with help of
diversification
• Wide reach across India with readership
• Weekly one paper have high price
• News related controversies
• Digital media could affect newspaper

Opportunities Threats

• To cover whole india means more then 9 • Less branding

state • Competitors are very strong . E.T, B.S, B.L,
• Higher margin from online newspaper I.E
• Increasing advertising Yields • Weakness in macroeconomic environment
• Fever of Radio mirchi • Raw material cost increasing

29
 Chapter:-3

Objective of study

❖ Objective of the study

1. the study of brand awareness of MINT and its supplement and knowledge corporation customer
about business newspaper and their benefits.

2. how to increase visibility of MINT in key market area.

3. to knowledge about perception and preference of customer towards newspaper they subscribe
to.

❖ Other Objective of the study

A. Primary objective:-

“Study of customer perception and preference towards MINT” in Ahmedabad city of

Gujarat state.

B. secondary objective:-
• the study of brand awareness of MINT and its supplement and knowlage corporation
customer about business newspaper and their benefits.
• know to increase visibility of MINT in key market area.
• to knowledge about perception and preference of customer towards newspaper they
subscribe to.
30
• To find the competitor’s effect on MINT newspaper.
• To study impact of promotional activities on creating consumer’s awareness.
• To understand the factors influencing the buying behaviour of newspaper.
• To determine the quality on mint.
• Also to determine the availability of mint by the vendor side.
• To study the satisfaction level of reading MINT newspaper.
• To provide valuable suggestions for better promotional activity.

31
 Chapter:-4

Literature review

(Admin, 2019) Nowadays there are lots of news websites in India but there are people who are
interested in newspapers for reading and evaluating financial news. The top Indian news websites
from many top Indian news websites in the news index list using search and social metrics.
Economic times is the first, business today is the second, financial express is the third, livemint is
the fourth, the hindu business line is the fifth financial or business newspapers in India whereas
business standard, outlook business, domain-b, Utvi, business world etc are top five share market
related newspapers.

(Bureae, 2018) India’s daily financial newspaper ‘The Economic Times’ acquired fourth position
in the world of English newspapers as per IRS (Indian readership survey). It is also ahead in the
comparison of financial newspapers. In terms of average issue readership (AIR), ET towers over
competition with an AIR of 882,000, followed by Mint (239,000), Hindu Business Line (148,000)
and Business Standard (107,000). ET is the only financial daily in the top five in the world and
readership review shows that total readership is about 66% higher than other newspapers.

(Garcia, 2013) Six years later, Mint is India’s best financial newspaper. Front pages of the latest
Mint brand extension, Mint Asia, published weekly in Singapore. Here the front page takes on a
poster look, quite appropriate to the Berliner format, and practical for a weekly publication. Mint
has extended the brand by taking care of young business mind. It has exclusive partnership with
the wall street journal and extended run into eight key cities and published at that place and has a
global weekly edition in Singapore.

Tewksbury and Althaus (2000)

Tewksbury and Althaus (2000) revealed that those who read newspapers recalled relatively more
public affairs stories and more details than those who were exposed to the online editions. In
addition, printed papers, more than online ones, are constructed to guide their audience through
the offer as a whole in an attempt to serve as a generic community agenda or Daily Us (see e.g.,
32
Mueller and Kamerer, 1995; Fallows, 1996; and Zürn, 2000)—as opposed to Negroponte’s (1995)
vision of a customized Daily Me electronic newspaper that would not bother its users with topics
they are not interested in. There has been some contradicting evidence in studies regarding the
relationship between frequency of media use and perceptions of media credibility. According to
Gunter et al. (2008), people tend to trust news media that they use more often or prefer to use
(Alhtaus, 2000)more often (p. 197). For instance, “online news users have been found to trust

online news more than the television news viewers trust television news, and more than newspaper
readers trust newspapers,” they said, citing Abdulla et al. (2005).

Rimmer and Weaver (1987)

Rimmer and Weaver (1987) suggested that the frequency of media use might not indicate that the
news consumer finds a particular medium to be more credible. Kiousis (2001) confirmed the
findings of Rimmer (Alhtaus, 2000) (Placeholder2) (Weaver, 1987) and Weaver, and found a
marginal connection between media use and (Romano, 1993)the perceptions of credibility.
Kiousis’ data revealed stronger positive correlations between frequency of use and media
credibility perception with Internet use and newspaper use, but did not reveal this correlation with
television use, which indicates that more news consumers who primarily and frequently turn to the
Internet or the print product for their news perceive those outlets to be more credible than those
who primarily and frequently turn to the television for news.

Mallouet al. (Mallou, 2001),

As financial dailies have become a part and parcel of our life, it is important for the publishers to
understand the factors influencing consumers’ choice for financial dailies. According to Mallouet
al.(Mallou, 2001), research study on consumer preferences and brand equity measurement of
Spanish national daily newspapers revealed that brand was the most highly valued attribute
regardless of age, sex and frequency of newspaper reading. The study also highlights that
33
publishers of newspapers with weak brand should not attempt to compete on price, rather they
should concentrate on creating brand equity.

Blair and Romano (1993)

(Romano, Pricing decision of the newspaper monopolist, 1993) Blair and Romano, study on
pricing decisions of the newspaper monopolist, suggests that, there is an important interaction
between the circulation of the newspaper and the sale of ad space; the higher the circulation of the
newspaper the greater the demand for advertising and the more the advertising in the new paper,
the greater the circulation of the newspaper.

Morton (1984)

As per Morton,(Morton, Relationship of newspaper characteristics and types of releases on

publications, examined newspaper characteristics related to publication decisions;, 1984) it was
found that articles pertaining to consumer information had the highest percent of publications in
the newspapers. Coming events (15%), timely topics (24%) and research (10%) were used well
while past events (4%), features (3%) and institutional (1%) releases were used infrequently by all
newspapers.

Alain et al. (2006)

Alain et al.(Alain, a research to know the factors influencing readers’ interest in new book releases,
2006) Came out with a research to know the factors influencing readers’ interest in new book
releases. The study revealed that out of the five factors, the reputation of the author, the publisher,
and attractiveness of the book cover had significant impact while the content and the type of the
book did not have significant impact on the reader’s choice of the book.

(Drucker, 1954)

(Davis, 2006) conducted a research to observe the Investor Relations (IR) process from the
34
perspective of media sociologists and revealed that financial news play a significant role in trading
in the city and have a powerful impact on investment patterns. Companies, IR practitioners,
analysts and investment managers, continue to target and consume financial dailies.

(Drucker, 1954)

According to (Drucker, 1954), the principle purpose of the business news is to create satisfied
customers. Increasing customer satisfaction has to been found to lead to higher future profitability
(Anderson, Fornell, and Rust 1997), increased buyer willingness to pay price premiums, provide
referrals, and use more of the product (Reichheld1996; Anderson and Sullivan 1993; Bolton 1998).
Increased loyalty, in turn, has been found to lead to increases in future revenue (Fornell 1992;
Anderson, Fornell, and Lehmann 1994) and reduction in the cost of future transaction (Reichheld
1996; Srivastava, Shervani, and Fahey 1998). All of this empirical evidence suggests that customer
satisfaction is valuable from both a customer goodwill perspective and an organization’s financial
perspective.

35
 Chapter:-5

Research methodology

What is research methodology?

Research methodology is the specific procedures or techniques used to identify, select, process
and analyze information about a topic. Research methodology is a way to systematically solve the
research problem. In a research paper, the methodology section allows the reader to critically
evaluate a study’s overall validity and reliability. The methodology section answers two main
questions. How was the data collection or generated? How was it analyzed .

1. Definition
According to the webster international dictionary “Research as careful inquiry or
examination in seeking facts or principle; diligent investigation in order to ascertain
something”

2. Research Topic:
“Study of customer perception and preference towards MINT” in Ahmedabad city of
Gujarat state.
3. Objective of the study
A. Primary objective:-

“Study of customer perception and preference towards MINT” in Ahmedabad city of

Gujarat state.

36
 B. secondary objective:-

• the study of brand awareness of MINT and its supplement and knowlage corporation
customer about business newspaper and their benefits.
• know to increase visibility of MINT in key market area.
• to knowledge about perception and preference of customer towards newspaper they
subscribe to.
• To find the competitor’s effect on MINT newspaper.
• To study impact of promotional activities on creating consumer’s awareness.
• To understand the factors influencing the buying behaviour of newspaper.
• To determine the quality on mint.

• Also to determine the availability of mint by the vendor side.

• To study the satisfaction level of reading MINT newspaper.
• To provide valuable suggestions for better promotional activity.

4. Research design
• Exploratory research design.
• Descriptive research design.
• Causal research design.

➢ Here, the researcher had used descriptive research design.

5. Data collection method

• There are two major classification of data source.

a. Primary data.
b. Secondary data.

37
➢ Researcher has used primary data are collected by conducting a survey with structured
questionnaire. Single choice, multiple choice , open ended type of question will be included
in questioner.
➢ Researcher has also use secondary data will collected from the internet and references.

6. Sample size
➢ The researcher had taken 100 sample size.

7. Sample area
➢ Here researcher had used ahemedabad city for sampling .

8. Sampling techniques

➢ The researcher has used non –probability sampling method for research because
there is freedom, to the convenience sampling.

9. Limitation of the project

➢ This project is conducting in a limited time period.
➢ Some respondent not give correct answer to the researcher.
➢ Respondent not have time to fill up questioner.
➢ Limited source of data due to time consumption.
➢ Not perfectly applicable size of sampling for statistical measurement.
➢ Data given by the respondents may be bias.
➢ Analysis is limited on the basis of the availability of data.

38
 Chapter:- 6

Data analysis and interpretation

RESPONDANT
GENDE
R

31.
8

68.
2

MALE
FEMAL
E
NO OF RESPONDENT GENDER PERCENTAGE
116 MALE 68.2
54 FEMALE 31.8

INTERPRETATION

1) 170 OUT OF 116 RESPONDENTS ARE MALE 68.2%.

2) 170 OUT OF 54 RESPONDENTS ARE FEMALE 31.8%.
3) THIS SHOW MAXIMUM NUMBER OF MALE RESPONDENTS

39
 2

RESPONDENT
AGE
1.2

7.1
5.9

85.
9

0-18 18-30 30-50 MORE THAN

50

NO OF AGE PERCENT
RESPONDENT
2 0-18 1.2%
146 18-30 85.9%
10 30-50 5.9%
12 MORE THAN 50 7.1%

INTERPRETATION

1) 7.1% RESPONDENTS ARE ABOVE 50 YEAR OLD ,1.2 % RESPONDENTS ARE MORE THAN 0-
18 YEAR OLD
2) 85.9% RESPONDENTS ARE 18-30 YEARS HIGHEST PERCANTAGE OF THIS PIE CHART
3) 5.9% RESPONDENTS ARE 30-50 YEARS OLD.
4) IT IS CLEAR THAT IN MY PRIMARY RESEARCH MOST OF THE RESPONDENTS ARE IN
BETWEEN 18-30 YEARS OLD

41
 3

RESPONDENT EDUCATION
LEVEL
1.8
1.2 2.9

0.6

40
53.
5

SSC HSC DIPLOMA GRADUATE POST GRADUATE

PHD
NO OF RESPONDENT EDUCATION LEVEL PERCENTAGE
3 SSC 1.8%
5 HSC 2.9%
1 DIPLOMA 0.6%
68 GRADUATE 40.0%
91 POST GRADUATE 53.5%
2 PHD 1.2%

INTERPRETATION

In this research highest respondent education level is Post graduate which is 53.5%.
1) And in the second 40% people are graduate level.
2) There are SSC – 1.8% education level respondent & HSC – 2.9%.
3) There are also respondent whose education level is Diploma -0.6% respondents
4) There are PHD level respondents-1.2%

42
 4

OCCUPATI
ON
6 0.7
3
7.
2

24.
1 59

UNEMPLOYED/STUDENT JOB BUSINESS/ENTERPR

ENUR
HOUSEWIFE/HOUSEHUSB SERVICE RETIRED
AND

No of respondent OCCUPATION PERCENTAGE

98 UNEMPLOYED/STUDENT 59%
40 JOB 24.1%
12 BUSINESS/ENTERPRENUR 7.2%
5 HOUSEWIFE/HOUSEHUSBAND 3%
10 SERVICE 6%
1 RETIRED 0.7%

INTERPRETATION

1) In this data highest number of respondents are students/unemployed people around 59%.
2) And in the second highest respondent occupation is job 24.1%.
3) And there also occupation like 7.2% Business / Enterprenur 3% housewife/husband, 6% service.
4) And in the last there also retired person who respond to the form is 0.7%.

43
 5

Have you ever subscribe

mint ?

14.
6

85.
4

YES
N
O
No of respondent Yes or NO Percentage
25 Yes 14.6%
146 No 85.4%

INTERPRETATION
1) In this pie chart you can clearly watch that 85.4% people didn’t subscribe mint once.
2) And there are some people who subscribe mint like 14.6%.
3) Reason for no is downwards.

44
 6

IF NO , THEN WHY
?

31.
9 38.
8

15.
6 10.
3. 6
1

PREFER INTERNET ONLY FOR MINT

SUBSCRIPTION PRICE
IS HIGH
PAPER TOO BIASED / NO TIME FOR
DOESN'T READ
COVER THE NEWS I
NOT
WANT
INTERSTED

of respondent asons rcentage

efer internet only .8%
t interested .9%
ve no time to read .6%
per is too biased / doesn’t %
cover the news I want
bscription price is high .6%

INTERPRETATION

45
1) Highest number of respondent read MINT from the internet 38.8%.
2) In this list there are also in 2nd number for not interested respondent 31.9%.
3) There are also respondent 10.6% for them subscription price is high.
4) There are also respondent whom has no time for read 15.6%.
5) There are only 3.1% have issue about paper is too biased/doesn’t cover the news they
want.

46
 7

DO YOU READ
MINT ?

YE
S
48
NO %
52
%

YES
N
O

NO OF RESPONDENT YES OR NO PERCANTAGE

89 NO 52%
82 YES 48%

INTERPRETATION
1) 89 respondent answer no in reading mint newspaper 52%.

47
 8

WHICH BUSINESS NEWSPAPER YOU

DAILY READ ?

7.
1
11.
8

12.
4

63.
5. 3
3

TOI & BUSINESS MIN BUSINESS THE FINANCIAL

ET LINE T STANDARD EXPRESS

NO OF RESPONDENT NEWSPAPER NAME PERCANTAGE

107 TOI & ET 63.3%
9 BUSINESS LINE 5.3%
21 MINT 12.4%
12 HE FINANCIAL EXPRESS 7.1%
20 BUSINESS STANDARD 11.8%

INTERPRETATION
1) In this pie chart we can see that TOI&ET has the highest respondent 107(63.3%).
2) Mint is in the second in this list that 21 respondent (12.4%).
3) Business line in this list is the last one it has only 9 respondents (5.3%).

48
 9

RATE THE FOLLOWING

90 NEWSPAPER
78
80 74 73
70 66
63 63 61
59 59
60
47 48
50

40

30 25 26
18
20 13 14
11 12
9 7
10

0
THE BUSINE
MINT ECONOMIC BUSINESS
FINANCIA SS
TIMES LINE
L STANDA
EXPRESS RD
POOR 9 11 7 12 14
AVERA 59 73 47 78 66
GE
GOOD 74 63 63 61 59
BEST 25 POOR
18 AVERAGE GOOD
48 13 26
BEST

INTERPRETATION
1) Mint has highest number of good respondents 74& 2nd lowest number of poor respondents 9.
2) Economic time has highest number of best respondents 48& lowest number of poor respondents
7.
49
3) Business line has highest number of average respondents 78.
4) Business standard has highest number of poor respondents 14.

50
 10

WHEN YOU THINK ABOUT THE

BUSINESS
NEWSPAPER WHICH NEWSPAPER
COMES TO YOUR MIND ?
BUSINESS 26
STANDARD

BUSINESS 18
LINE

ECONOMIC 13
TIMES 2

THE FINANCIAL 33
EXPRESS

MIN 48
T
0 20 40 60 80 10 12 14
0 0 0
THE
ECONOM BUSINE
MINT FINANCI BUSINESS
IC SS
AL LINE
TIMES STANDA
EXPRES
RD
S
WHEN YOU THINK ABOUT THE
BUSINESS NEWSPAPER WHICH 48 33 132 18 26
NEWSPAPER COMES TO YOUR
WHENMIND
YOU ?THINK ABOUT THE BUSINESS NEWSPAPER WHICH NEWSPAPER
COMES TO YOUR MIND ?

INTERPRETATION

1) In this bar chart you can see that when you think about business newspaper 132 respondents gives
answer to the Economic times.
2) In this chart people give their 2nd answer for the business newspaper is Mint 48.

51
 11

WHICH ARE THE PREFERENTIAL ELEMENT

TO READ BUSINESS NEWSPAPER
?
SPORTS NEWS COVERAGE 35
56
INSURANCE / INVESTMENT POLICIES 49
29
RBI RATES ON BANK 60
81
LANGUAGE 56
84
USER FRIENDLY SIZE 34
105
PRICE 67

BUSIN INSU
SPO
E RBI R LOCA
USE STOC GOVT ADVE RT S
SS R LANG RAT ANCE L
PRIC K POLI R NEW
ARTI FRIEN MARK U CI ES ES TISM / NEW
S
E AGE ON INVE S
CL D LY ET E NT COV
E & SIZE BAN ST COVR
ER
ANAL K MENT A GE
AGE
Y SIS POLI
CI
ES
WHICH ARE THE PREFERENTIAL
67 105 34 84 56 81 60 29 49 56 35
ELEMENT TO READ BUSINESS
NEWSPAPER ?

INTERPRETATION

1) As you can see in this bar chart highest number of people select business articles & analysis report
105(62.9%).
2) And then government policies & stock market 84(50.3%).

3) In business newspaper People doesn’t that much consider advertisement and user friendly size.
4) In the second and I think most primary thing in business newspaper is its price lots of people select
this option 67(40.1%).
5) There are also option people consider like language, RBI rates on bank, local & sports news
coverage.

52
 12

WHAT IS THE QUALITY OF MINT YOU

LIKE ?
ATTRAVTIVE 42
LOOK

PAPER SIZE 23

REGULAR 41
COLUMN

AVAILABILITY 58

NEWS CONTENT 101

PRICE 45

0 20 40 60 80 10 120
0

NEWS REGULA ATTRAVTIV

PRICE AVAILABILI PAPER
CONTENT R E
TY SIZE
COLUMN LOOK
WHAT IS THE QUALITY OF
45 101 58 41 23 42
MINT YOU LIKE ?
WHAT IS THE QUALITY OF MINT
YOU LIKE ?

INTERPRETATION
1) In this bar chart highest number of people select news content 101(62%).
2) In this chart paper size has the lowest number 23(14.1%).
3) In the second number of this chart people also select availability of mint 58(35.6%).

People also like attractive looks 42(26.3%), and Price 45(27.6%) and regular column has same number 42(25

53
 13

HOW MANY DAYS IN A WEEK YOU

READ
MINT ?
15.4
0
15.4
0

69.1
0

1-3 DAYS IN A 3-5 DAYS IN A 5-7 DAYS IN A

WEEK WEEK WEEK

No of respondent DAYS IN A WEEK PERCENTAGE

112 1-3 DAYS IN A WEEK 69.1%
25 3-5 DAYS IN A WEEK 15.4%
25 5-7 DAYS IN A WEEK 15.4%

INTERPRETATION
1) In this pie chart highest number of people who read mints is 112 respondent which is 68.6% they read
mint in 1-3 days in a week.
54
2) In this pie chart we can see that 3-5 days & 5-7 days have common readers around 15.4%.

55
 14

REASO FO YOU REA MINT ?

N R TO D
SHARE KNOWLEDGE 34

POLITICAL VIEW 42

GENERAL AWARNESS 93

KNOWLEDGE 117

0 20 40 60 80 100 120 140

GENERAL SHARE
KNOWLED POLITICAL
AWARNESS KNOWLED
GE VIEW
GE
REASON FOR YOU TO READ 117 93 42 34
MINT ?

REASON FOR YOU TO READ

MINT ?

INTERPRETATION
1) In this chart we can see that reason for reading MINT is 117(71.3%) knowledge.
2) This chart show respondent preference toward their mint reading reasons.
3) In this chart general awareness is in the 2nd highest responses got 93(56.7%)
4) In this chart we can see that 35(21.3%) share knowledge & 42(25.6%) political views got quite same
response.

56
 15

RATE THE SATURDAY SPECIA MINT

LONGUE
70 NEWSPAPER.
60
60
50 53
40 37
30
20
11
10 5
0
1 to 5
5
2 to 5 11
3 to 5 60
4 to 5 53
5 to 5 37
1 to 5 2 to 5 3 to 5 4 to 5 5 to
5

INTERPRETATION
1) In this data we can watch the rating of MINT longue section.
2) 60 respondent gives 3 rating in this.
3) 37 respondent gives 5 rating.
4) 53 respondent gives 4 rating.

57
 16

WOULD YOU LIKE TO RECOMMEND MINT

TO YOUR
FRIENDS/RELATIVES/COLLEAGUES ETC ?

45. 43.
5 7

10.
8

YES NO
MAYBE

Respondents WOULD YOU LIKE TO PERCENTAGE

RECOMMEND MINT TO
YOUR FRIENDS /
RELATIVES /
COLLEAGUES
73 YES 43.7%
18 NO 10.8%
76 MAYBE 45.5%

INTERPRETATION
1) In this pie chart we can watch that people select yes 43.7%.
2) In this pie chart people select maybe option more than yes 45.5%.
3) Only 10.8% people select no option.

58
 17

I LIKE THE EDITORIAL SECTION OF

MINT
6. 13
8

16.
8

63.
4

STRONGLY AGREE AGREE DISAGREE STRONGLY

DISAGREE

No of respondent LIKE THE EDITORIAL PERCENTAGE

SECTION MINT
21 STRONGLY AGREE 13%
102 AGREE 63.4%
27 DISAGREE 16.8%
11 STRONGLY DISAGREE 6.8%

INTERPRETATION

1) In this pie chart 63.4% people agree in the. I like the editorial section of mint.
2) 6.8% only people strongly disagree with the. I like the editorial section of mint.
3) 13% strongly agree that they like the editorial section of mint.

59
 18

RATE THE USER FRIENDLY

60 MINT
57
50 53

40 36

30

20

10
10 8

0
1 TO 8
5
2 TO 5 10
3 TO 5 57
4 TO 5 53
5 TO 5 36
1 TO 5 2 TO 5 3 TO 5 4 TO 5 5 TO
5

INTERPRETATION

1) In this section I asked to the respondent in which scale you like mint.
2) There are 36 respondent who like 5 to 5 mint.
3) There are 57 respondent who like mint in scale of 3 to 5.
4) There are 53 respondent who like mint in scale of 4 to 5.
5) There are 10 respondent who like mint in scale of 2 to 5
6) There are only 8 respondent who like mint in scale of 1 to 5.

60
 Chapter-7

FINDINGS

• 53.5% respondent has post-graduation level knowledge.

• 85.4% people answer that they didn’t subscribe mint.
• 38.8% people answer they prefer internet.
• 36 respondent answer 5 to 5 scale & 53 respondent give 4 to 5 scale in the user friendly mint
• 63.4% respondent select agree and 13% respondent strongly agree in the they like editorial section mint
• Most of people select Economic Times when they think about business newspaper around 132(78.6%).
• 117(71.3%) respondent select knowledge reason for reading mint.
• 69.1% people read mint in 1-3 days.
• 101(62%) respondent give response they like news content.
• The MINT Saturday special LONGUE supplement is get good rating in the like section 53 people give
4 out 5 rating.
• In cold calling to the customer there are lots of customer who didn’t even know about MINT
newspaper.
• There are lots of customer who keep implying Times of India & Economic Times newspaper because it
is more popular and it has brand name older than Hindustan times.
• There are also customer who wants to subscribe but in this covid-19 situation for them subscription
price is higher.
• In the cold calling we also talk to the business man who didn’t get its hard copy because he is shifted to
his village where MINT is not applicable/available.

61
 Chapter-8

CONCLUSION

➢ Conclusion As per has shown the customer’s buying perception and preference
regarding financial newspaper. As there are many strong competitors in the market like
Economic time, Business standers 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 .

➢ Service problem is the main issue with newspaper, because in my survey I personally
meet so many people who were facing the problem of not getting newspaper regularly.

➢ Since the consumer perception and preference is the important factor to forcast the sales
of any product in a particular market. So company should keep close eye on market
situation. Yet, customer were price sensitive, but the customer are now quality
sensitive. They want to quality product, good product, easy available and better
performance by the product.

➢ Young generation these day looking for online news readers. People are trying to make
it easy and flexible and comfortable with time so they can read news at any time
anywhere with availability of internet.

➢ As per the research we can conclude that there is a level of awareness among young
newspaper readers reading financial newspaper.

➢ Large percentage of people was not ready to switch over to other business daily. Most
of people satisfied with current and running newspaper.

62
➢ More then 45% respondent prefer to read economic times then other business newspaper.

➢ 35% respondent like MINT because of its paper size, graphical presentation, content ,
analysis report.

➢ So as per the study we can conclude that now people are moving towards technology.

More people are demanding news trough internet or application base not via hardcopy.

Chapter-9

LIMITATION

1) This data only show data of 171 respondents which are very less than actual target
population.

2) This data is collected not from survey, this is collected from google document.

3) In this data as we can see there is lots of respondent around 59% are students/unemployed so
there are very less amount active job/service/business person.

4) In this datalots of people aren’t aware of what is MINT so they fill up irrelevant answer in
the form.

5) Well we can’t do survey this time into business/corporate sector so very less amount of
business, service sector people submit this google document.

63
 Chapter-10

SUGGESTION
1) The price of mint is higher than Toi & et mint’s prime competitor, and it is also higher than The
financial express, business line because 67(40.%) have people select price in which are the preferential
element to read business newspaper you like.

2) The brand awareness of mint very low because 85.4% people didn’t subscribe mint.

3) Mint should increase their centers from where customer available their newspaper availability on stalls
& shops are less.

4) Mint should do advertisement campaign like toi & et, the financial express, so that people should also
know about this brand of HT MEDIA, 52% people never read mint.

5) Service call should be improved.

6) Right now in this covid-19 situation sanitized newspaper, gloves and mask should be compulsory for
the vendor, hawkers, stall owners etc of each city. so our customer don’t get affected.

7) Mint should start Sunday special newspaper with cheaper/reasonable price than our competitors so
that’s new item in our channel.

64
 Chapter-11

BIBILOGRAPHY
REFERENCES:-
1) PRESANTAION OF THE COMPANY
2) PROJECT REPORTS
3) SUPPERIOR GUIDENCE

WEB REFERENCES:

1) www.htmedia.in
2) www.livemint.com
3) www.economictimes.com
4) https://www.mbaskool.com/brandguide/media-and-entertainment/5958-ht-media.html
5) www.wikipedia.org
6) https://Books.google.com/books/about/marketing.html?id=3zmbDwAAQBAJ
7) https://m.desimartini.com
8) www.shine.com
9) www.hindustantimes.com
10) www.virgin.com
11) www.Livehindustan.com
12) https://www.financialexpress.com
13) www.thehindubusinessline.com

https://wap.business-standard.com

65
 Chapter-12

ANNXURES

1. Do you read financial newspaper?

o Yes
o No
2. Which financial newspaper do you read daily?
o Business stander
o Live mint
o Economic time
o Business line
3. Do you read live mint newspaper?
o Yes
o No
4. Why do you read newspaper?
o For knowledge
o For business
o For research
o For updating your self
o Other[please specified]
5. When you think about business newspaper which newspaper come in your
mind?
o Economic time
o Financial express
o Live mint
o Business stander
o Other [please specified]
6. Through which media you read newspaper?
o Online/internet
o Offline
o Android application
o Radio
o Other [please specified]
7. Are you looking for any offer in newspaper?
o Monthly gift
o Gift voucher
o Discount on yearly subscription
o Other [please specified]
8. Which kind of improvement you want in newspaper?
66
 o Supplement
o Change in size
o Story analysis information
o Weekly magazine

9. Which types of subscription you prefer mostly?

o Yearly
o Half year
o quarterly
o Monthly

10. Which kind of story do you like in newspaper?

o Sports
o Business
o Stock and community
o Political
o Analysis report
o Analysis report
o Other [please specified]
11. Which other newspaper do you find relatively close quality newspaper
compared to mint?
o Economic time
o Business stander
o Financial express
o Business line
12. Whould you recommended your college, friends for buy mint newspaper?
o Yes
o no

67