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Consumer Perception on Printmedia

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Consumer Perception on Printmedia
A REPORT ON CONSUMER PREFERENCE IN SELECTING A
PRINT MEDIA AND CHALLENGE FOR THE COMPANY IN RETAINING THE CUSTOMERS. AND A STUDY ON THE CREST EDITION OF THE TIMES OF INDIA

By V.Manoj 09BSHYD0949

Name of the organization: The Times of India-Chennai

A REPORT ON CONSUMER PREFERENCE IN SELECTING A PRINT MEDIA
AND CHALLENGE FOR THE COMPANY IN RETAINING THE CUSTOMERS. AND A STUDY ON THE CREST EDITION OF THE TIMES OF INDIA

Executive summary:
This project is done by Manoj. V (09BSHYD0949) for The Times Of India, Chennai. The Times of India is the worlds largest circulated English daily in this world and the Times group has been a Kingdom in the print-media industry in the history of India. This project deals with the consumer behavior in selecting a newspaper whether they go for price , quality of the content or the service. It also analyses the preference of the content by classifying people based on a demographic factor , Age. This project also studies about the customers‟ reaction to competitor offerings and the awareness of the weekend premium edition The Crest. The research was done having 330 respondents and were interviewed for their responses. Ms Excel was used to perform this qualitative analysis . The 330 respondents chosen for the interview were already the customers of The Times Of India. The areas where the samples were taken Broadway , Parktown and Everest. Out of the research conducted , the results showed that subscribers for a newspaper always look out for its content, followed by the service and the price of the newspaper. This research also handed us important results on Content preference by various age groups , whether they want to have more of lifestyle and trend news , political and national news or the editorials. Based on the results obtained in the research, various suggestions and recommendations have been given such as improving the service quality and repositioning of the weeklong read , weekend edition Crest of The Times of
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