A PROJECT REPORT

ON
A STUDY OF CONSUMER ATTITUDE
TOWARDS ENGLISH NEWSPAPER WITH
REFERENCE TO HINDUSTAN TIMES

UNDER THE GUIDANCE OF

SUBMITTED BY

MS.POOJA TRIPATHI

YOGESH

SHARMA
FACULTY GUIDE
8796604

Roll

No.

BBA

[2012-

2015]

DELHI METROPOLITAN EDUCATION,

NOIDA

ACKNOWLEDGEMENT

I am highly indebted to Ms. POOJA TRIPATHI, for her valuable inputs at the
various stages of the project and for providing valuable advice in
designing and implementing various research tools to collect relevant
data.
I am thankful to those individuals who gave in their precious time in filling
the questionnaire and providing their immense cooperation without which
the project would not have been possible.
Finally, I would like to state that the project not only fulfilled an academic
requirement, but would also help me in future endeavors in the years to
come

YOGESH SHARMA

DECLARATION

I, YOGESH SHARMA, student of Bachelor of Business Administration from

Delhi Metropolitan Education, Noida, Uttar Pradesh hereby declare that I
have completed project on A STUDY OF CONSUMER ATTITUDE
TOWARDS ENGLISH NEWSPAPER WITH REFERENCE TO HINDUSTAN
TIMES as part of the course requirement.

I further declare that the information presented in this project is true and
original to the best of my knowledge.

YOGESH SHARMA

TABLE OF CONTENTS

Sr. No.
1

CONTENTS
Chapter 1
INTRODUCTION
ABOUT THE MEDIA
MANFACTURING PROCESS
FUTURE OF MEDIA INDUSTRY
RATIONALE OF STUDY
CRITICAL REVIEW OF LITERATURE

2.

Chapter 2
OBECTIVE OF STUDY
SCOPE OF STUDY

3.

Chapter 3
THEORATICAL PERSPECTIVE

4.

Chapter 4
RESEARCH METHODOLOGY
RESEARCH DESIGN
ADVANTAGES AND DISADVANTAGES
SAMPLE DESIGN
SAMPLE TECHNIQUE
DATA COLLECTION

5.

Chapter 5
OBSERVATION ,
ANALYSIS AND INTERPRETATION

6.

Chapter 6
FINDINGS &
CONCLUSION

7.

Chapter 7
SUGGESTIONS

8.

Chapter 8
QUESTIONNAIRE
BIBLIOGRAPHY

CHAPTER 1
INTRODUCTION
INTRODUCTION TO MEDIA

The Media in India enjoys a great amount of freedom and is therefore flourishing. Whole
new segments are opening up for this Rs 10,000 crore industry. Perhaps the most significant
possibility is in India emerging as a back-end destination for digitising television and film
content as well as managing video servers for global companies in the pay-per-view TV
market. The previous year has been a landmark year for television broadcasting. Many new
news channels like the two from NDTV and one each from TV Today and Star were
launched. Television viewers were to enjoy much more freedom in metros with the rollout
of Conditional Access System, which was quietly introduced in Chennai, but trouble was
just round the corner. In Chennai there are very few customers for channels in languages
other than Tamil and all Tamil Channels are free to air. As a result there was no objection,
only people did not go for the top box. Delhi however has been a different story what with
CAS being first put off, then implemented and then the total confusion on its status. The
launch of a choice private FM radio stations has got the metro residents hooked on to the
otherwise almost obsolete radio service. Lots of multiplexes opened across the country and
many more are on the pipeline. Overseas studios were bullish on producing. Piracy
however, continued to bother the Indian film and music industry. The Internet continues to
grow.

Print And Newspapers

India has four news agencies namely, the Press Trust of India (PTI), United News of India
(UNI), Samachar Bharti and Hindustan Smachar.
7

Newspapers and magazines in India are independent and largely privately owned. About
5,000 newspapers, 150 of them major publications, are published daily in nearly 100
languages. Over 40,000 periodicals are also published in India. The periodicals specialize
in various subjects but the majority of them deal with subjects of general interest.

The Times Of India

The Times of India is one of the leading newspapers of India and is very old. Some of the
features of the paper are news from various Indian cities, sports, business (Indian and
international), entertainment, health, and the world. As a policy it lays more stress on
human-interest stories. It also carries features like Sports, Entertainment, Stocks, Infotech,
Editorials, Interviews, Letters, Crosswords, and Horoscopes etc. The Times group also
owns The Economic Times, Femina, Filmfare, etc.

The Economic Times

The Economic Times is one of the India's leading business newspapers. It carries news
about the Economy, Companies, Infrastructure, Trends in the Economy, Finance, Stocks,
Forex and Commodities, news from around the world and from the world of politics besides
Editorial and Features. The magazine section has Investor's Guide, Brand Equity and
Corporate Dossier. It is part of the Times Group.

Indian Express

The Indian Express is another leading newspaper of the country. This group's publications
include the Indian Express, the Financial Express, Loksatta, Screen and Express
Computer.

India Today
India Today is part of Living Media India Ltd, one of India's leading names in news and
8

publishing which includes the television production group of Aaj Tak and Headlines
Today, along with Business Today, Computers Today, India Today Hindi, India Today Plus,
Teens Today and Music Today. It contains everything from hardcore political and business
news and analysis to the movies, music, art, books, computers, lifestyle and business
resources.

Print Media in India

Print Media, as anyone can understand is one of the most important factors coming through in
the way a nation works. Newspapers, magazines, books etc. are ready by a lot of people and
are certainly one of the most trusted mediums of National and International News.
India has a vast array of Print Media with Thousands of Magazines and Newspapers in
circulation. Top Notch Journalism, great reporting, press unity and a very strong network is
what makes Print Media so much of a success even today in the age of Television and the
Internet. It is also said that Print Media also helped literacy and undoubtedly the General
Knowledge of the average person in India.
The good thing about Indian Print media is that any Bias of any sort is quickly subsided,
therefore impartial reporting is a major feature of the Indian Print Media. The news you get
through these outlets cannot be any truer.
The newspaper with the largest Circulation in India is Dainik Jagran, having near about Two
million readers. Next comes Times of India, an English newspaper, followed by Dainik
Bhaskar, another Hindi Newspaper.
India has a lot of regional newspapers and magazines as well in a lot of languages. Therefore
there is something out there for everyone to read! This section is dedicated to the Indian Print
media with articles on Newspapers, Magazines, Controversies and opinions related to them
etc.

MANUFACTURING PROCESS
Typesetting
The composing room receives the story in an electronic format, with the computer text file
already translated with typeset codes. In a typeset file, the characters are of the same "type"style, size, and width - as they appear on the pages of the newspaper. The setting of stories
into the type that a reader sees went unchanged for several decades until the latter years of the
20th century. Well into the 1800s, type was set by hand, letter by letter. A typesetter dropped
small metal letters into a hand-held tray called a "stick." The invention of the Linotype
machine in 1884 made possible a quicker, more efficient method of typesetting. Invented by
German immigrant Ottmar Mergenthaler of Baltimore, Maryland, this large, cumbersome
machine worked by casting hot lead into a line of type with the assistance of an operator who
typed in the copy on a keyboard. Individual lines of type were then placed by hand onto a
page form. When a page was completed, it was then sent to a stereotyping room where a
curved metal plate was made from the page form. The page form was then placed on the
printing

press

Modern technology has replaced the Linotype process through a method called
phototypesetting. The first step in this process is the transfer of the dummy to the page layout
section of the newspaper. There, an operator transfers the instructions on the dummy into a
rough page prototype. A printed version may be looked over and adjusted several times by
one of the reporters whose story is featured as well as by the copy editor. If another breaking
story comes in, this page layout can be altered in a matter of minutes.

10

Image transference
The final version of the page is then approved by the editor on duty - sometimes a night
editor in the case of a paper that is slated for a morning edition - and sent over to a process
department. There, the page is taken in its computer format and transferred via laser beams
onto film in an image setter apparatus. The operator then takes the film to a processor in
another section of the paper, who develops it and adjusts it for its final look. Photographs are
scanned into another computer terminal and inserted into the page layout. The pages that are
set to be printed together are then taped down onto a device called a "stripper," and an editor
checks them over once more for errors. The strippers are then put into frames on lightsensitive film, and the image of each page is burned onto the film. The film of each page is
inserted into a laser reader, a large facsimile machine that scans the page and digitally
transfers the images to the printing centre of the newspaper.
At the printing center, typically a large plant separate from the newspaper's editorial offices
and centrally located to facilitate citywide distribution, the pages arrive at the laser room and
are put through a laser writer, another scanning device that makes a negative image of them.
In the negative image of the page, the text is white while the blank spaces are black. The final
images of each page are further adjusted. This last-minute adjustment may involve finetuning of the colored sections and retouching photographs.

Plate making
From these negatives, the forms from which the paper will be printed are composed in a plate
making room. The film of the page, usually done two pages at a time, is then placed on a
lighted box. Next, an aluminum plate containing a light-sensitive coating is placed on top of
the image of the pages. The light box is then switched on, and ultraviolet light develops the
image of the pages onto the aluminum plate. The aluminum plate is then bent at the edges so
that it will fit into a press, and is fitted onto plate cylinders.

11

Printing
The aluminum plates of each page next move on to the actual printing press, an enormous
machine often two stories high. When the press is running, the noise in the building is
deafening and employees must wear earplugs. The most common method of printing
newspapers is called web offset. The "web" refers to the large sheets of blank newsprint that
are inserted in rolls, sometimes weighing over a ton, into the actual printing press. The reels
of newsprint are loaded in at the bottom floor of the press. The rolls are inserted onto a reel
stand, which has three components: the first reel brings a roll of paper up to the press, a
second is loaded and ready to replace the first roll when it runs out, and a third reel stays
empty and ready to be fed with another when the first reel is almost finished. Each roll of
blank newsprint has double-sided tape at its edges, so that when one roll runs out in the press,
another smoothly takes up where the other left off without interrupting the printing process.
The plate cylinders then press the image of the page onto a blanket cylinder, leaving a version
of the page's image on the cylinder's soft material. When the paper runs through the press, the
blanket cylinder presses the image onto it. The chemical reaction of the ink, which contains
oil, and the squirting of jets of water into the process result in the actual newspaper page of
black or colored images on a white back-ground. Since oil and water do not mix, the areas
where ink should adhere to the page are black or colored, and water washes away the parts
where ink is not needed. This is why this printing process is referred to as "offset."
Next, the large sheets of printed newsprint move on to another large piece of machinery
called a folder. There, the pages are cut individually and folded in order. This entire printing
process can move as fast as 60,000 copies per hour. Quality control technicians and
supervisors take random copies and scan them for printing malfunctions in color, order, and
readability. Next, a conveyer belt moves the papers into a mail room section of the plant,
where they are stacked into quires, or bundles of 24. The quires then move to another section
where a machine wraps them in plastic. The bundles are now ready to be loaded onto delivery
trucks for distribution.

12

FUTURE OF MEDIA INDUSTRY

The growth story in Indias media and entertainment business isnt over, says a report by
audit and consulting firm KPMG and industry lobby Federation of Indian Chambers of
Commerce and Industry (Ficci).
The business, which grew 12.3% over 2007 (12 months to December) to Rs58,400 crore in
2008, will grow 7% in 2009, adds the report. And in 2010, it will grow 10%.
According to the report, the rate of expansion will accelerate over the next five years to 2013
by which time the business will be worth Rs1.05 trillion. That translates into a compounded
average growth rate of 12.5% over the five years.
This rate of expansion, however, is slower than the 15% compounded average growth rate at
which the business grew in the five years to 2008.

That compares with the growth in advertising as well. Ad spends grew 17.1% a year over the
past three years as companies sought to pitch their products and services to a growing number
of well-heeled customers in an economy that was expanding by at least 9% a year.
Over the next five years, however, according to the KPMG-Ficci report, ad spends could
grow by 12.4% a yearthe result of a slowing economy that is expected to grow by 7.1% in
2008-09 and maybe lower in 2009-10.
The reports definition of media and entertainment encompasses television, print media,
films, music, radio, outdoor advertising, animation, gaming and Internet advertising.
India is one of the few countries where economic growth will be led by domestic
consumption, Amit Mitra, secretary general, Ficci, said in a release. With a low advertising
spend-to-GDP (gross domestic product) ratio of 0.47%, a growing consumer class and middle
class, young population, low media penetration and increasing discretionary spending, India
continues to be an attractive market for media and entertainment.
13

Indias media and entertainment industry grew at a compounded annual growth

rate (CAGR) of 15% during 2006-08 and was, in 2008, a Rs58,400 crore ($12.16
billion) industry, says the annual M&E industry report brought out by industry
body FICCI and consultant KPMG. Last years edition of the report, which was
prepared by PricewaterhouseCoopers, said the CAGR for 2004-07 was 19%.

Even more sobering is the growth projections. While last years report
projected a 2008-12 CAGR of 18%, this year, the corresponding figure for
2009-13 has come down to 12.5%. Thats a pretty dramatic change in
outlook.
The report has also revised projections for Indias advertising industry,
whose fortunes are closely interlinked with those of the M&E industry.
While last years report said the CAGR for 2004-07 was 20%, this years
report puts the 2006-08 CAGR at 17.1%. Thats small change compared
with the slowing in projected growth. CAGR for 2008-12 was projected at
18%, while this years report says the industry will grow only at a CAGR of
12.4% during 2009-13. Note how close the compounded growth rate for
the media and advertising industries is.

14

Full Sectoral Snapshot from the 2009 report

M&E

Industry

2008

CAGR% 2006-08

(INR Billion)

CAGR% 2009-13
(PROJECTION)

Television

240.5

13.80%

14.50%

Print

172.6

13.80%

9%

Film

109.3

17.70%

9.10%

Radio

8.4

19.70%

14.20%

Music

7.3

-4.40%

8%

Animation

17.4

20.10%

17.80%

Gaming

6.5

44.60%

33.30%

Internet

6.2

45.20%

27.90%

Outdoor

16.1

17.30%

12.80%

Total Size

584

15 %

12.50%

Advertising

The 2008 figures is the size of each segment while CAGR

is compounded annual growth rate, a

percentage figure.
Source: Media and Entertainment Industry report 2009 by Ficci & KPMG

15

Indian Readership Survey R1 2009 Report: Some

Highlights
The 2009 Round One of the Indian Readership Survey is out, with mixed
trends. Only nine of the top 25 most read publications (including dailies
and periodicals) registered a growth in readership. The combined
percentage decline in readership, for the 16 publications that registered a
drop, was 51.89%. In the elite top 25 club, Marathi daily Pudhari grew the
most, at 8.83%, while Saras Salil, a weekly magazine from Delhi Press,
dropped the most, at 12.95%. These figures are total readership and all
figures are in thousands. Depending on how their publications fared,
media houses typically support total readership, or the other metric,
average issue readership.

All comparisons are with Round two of IRS

2008.

Segment-wise

Readership

This category measures the universe of readers who reads any publication
in a segment. So the universe of readers who read any English daily, grew
0.47% to 3.1 crore. There are no definitive trends across categories, but
weeklies in all languages, except Malayalam, registered a drop.

16

English dailies:
Of the top 24 most read English dailies, only six registered a gain in readership. Mint, HT
Medias business daily, grew the most, posting a 15.67% growth in readership. This, is
however, not counting Metro Now, which grew its readership by 103%, but has since been
discontinued as a daily by its joint promoters Bennett, Coleman & Co. Ltd and HT Media
Ltd. DNA, which grew 11.37%, comes second. The New Indian Express, lost 14.19% of its
readers, followed by The Indian Express, which lost 11.37%.

17

The industry at a glance at

1. Indias media and entertainment industry grew 15 per cent annually in the last five
years.
2. Projections for the next five years lowered, yet a 12.5 per cent CAGR predicted.
3. Television to continue dominating the media and entertainment business.
4. The film industry to suffer stagnation in 2009, but expected to pick up in the coming
years.

18

Present tense, future perfect

The KPMG-FICCI report has rightly mentioned that in many ways, 2008 was a testing
time for the industry. With the global economic slowdown affecting advertising
spends, sectors like television, print, radio and outdoor that depend on advertising
revenues were affected,

says the study. Despite this situation, the report looks

forward for better days, saying that Behind every adversity lies an opportunity.
Media companies are under pressure to change, innovate and re-examine their existing
business models. Companies need to draw upon new capabilities to survive in this
environment. Even after lowering the growth projections compared to the earlier
figures for 2008-12, the growth rate during 2009-13 is pegged at 27.9 per cent for the
Internet, 14.5 per cent for the television industry, 14.2 per cent for the radio business,
12.4 per cent for the advertising industry, 9.1 per cent for the film industry and 9 per
cent for print media. The highest growth of 33.5 per cent, however, is projected for
gaming, which is worth only $130 million as of now.

Indias Media and Entertainment Industry

YEAR

Size Per cent ($ billion)

Percent Growth

2005

7.72

2006

8.9

15.28

2007

10.4

16.85

2008

11.68

12.31

2009

12.56

7.53

2010

13.94

10.99

2011

15.82

13.49

2012

18.22

15.17
19

2013

21.04

15.48

CAGR for 2009-13: 12.5 per cent

(Source: KPMG-FICCI Report)

Media Segments
Segment 2008 2013 Per cent
($

2008

2013

Per cent

Television

($ billions)
4.81

($ billions)
9.45

CAGR
14.5 per cent

Print

3.45

5.32

9.0 per cent

Film

2.18

3.37

17.8 per cent

OOH

0.32

0.59

12.8 per cent

Gaming

0.13

0.55

33.3 per cent

Internet

0.12

0.43

27.9 per cent

Radio

0.14

0.21

8 per cent

Segment

Source: KPMG-FICCI Report

20

21

Introduction of newspapers
A newspaper is a publication intended for a broad audience that appears regularly, often daily,
and claims to contain factual accounts of recent events. Usually newspapers are published
with the intention of making a profit. Frequently, their factual content is accompanied by
advertisements and nonfactual material intended as entertainment.

Journalists often boast that they write the rough draft of history. The key point here is rough
draft. Newspapers are written in haste and often contain inadvertent factual errors, large and
small. Moreover, a newspapers factual content is determined by its point of view or bias.
This point of view is shaped by the political positions taken by editors and publishers, and
sometimes shaped by the newspapers commercial relationship with advertisers. It is also
shaped by a newspapers location. For example, the St. Petersburg Times might call a
hurricane in Florida a terrible catastrophe, while a newspaper in Idaho might ignore it
entirely.

Newspapers from the past contain several kinds of information for historians. They offer
factual accounts of events such as earthquakes, battles, and elections. Historians often mine
newspapers for basic information about who did what, when, how, and where. Newspapers
are also filled with contextual information, such as advertisements and features, from which
historians can build a more complete picture of the world in which a particular event took
place.

22

Introduction of Hindustan Times

Hindustan Times (HT) is India's leading newspaper, published since 1924 with roots in the
independence movement.[2] 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 Times of India.
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
23

Conference which has featured speakers like designer Diane von Frstenberg, shoemaker
Christian Louboutin, Gucci CEO Robert Polet and Cartier MD Patrick Normand. Hindustan
Times is owned by the KK Birla branch of the Birla family. 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.

HISTORY
History of newspaper
The history of newspapers is an often-dramatic chapter of the human experience going back
some five centuries. In Renaissance Europe handwritten newsletters circulated privately
among merchants, passing along information about everything from wars and economic
conditions to social customs and "human interest" features. The first printed forerunners of
the newspaper appeared in Germany in the late 1400's in the form of news pamphlets or
broadsides, often highly sensationalized in content. Some of the most famous of these report
the atrocities against Germans in Transylvania perpetrated by a sadistic veovod named Vlad
Tsepes Drakul, who became the Count Dracula of later folklore.
In the English-speaking world, the earliest predecessors of the newspaper were corantos,
small news pamphlets produced only when some event worthy of notice occurred. The first
successively published title was The Weekly News of 1622. It was followed in the 1640's and
1650's by a plethora of different titles in the similar news book format. The first true
newspaper in English was the London Gazette of 1666. For a generation it was the only
officially sanctioned newspaper, though many periodical titles were in print by the century's
end.

History of Hindustan Times

24

Hindustan Times was founded in 1924 by Master Sunder Singh Lyallpuri, founder-father of
the Akali Movement and the Shiromani Akali Dal in Punjab. S Mangal Singh Gill (Tesildar)
and S. Chanchal Singh (Jandiala, Jullundur) were made in charge of the newspaper. Pt Madan
Mohan Malayia and Master Tara Singh were among the members of the Managing
Committee. The Managing Chairman and Chief Patron was Master Sunder Singh Lyallpuri
himself.
K. M. Panikkar was its first Editor with Devdas Gandhi (son of Mahatma Gandhi) also on the
editor's panel. The opening ceremony was performed by Mahatma Gandhi on September 15,
1924. The first issue was published from Naya Bazar, Delhi (now Swami Sharda Nand
Marg). It contained writings and articles from C. F. Andrews, St. Nihal Singh, Maulana
Mohammad Ali, C. R. Reddy (Dr. Cattamanchi Ramalinga Reddy), T. L. Vaswani, Ruchi
Ram Sahni, Bernard Haton, Harinder Nath Chattopadhyaya, Dr Saifuddin Kichlu and Rubi
Waston etc.
It has its roots in the independence movement of the first half of the twentieth century. It was
edited at times by many important people in India, including Devdas Gandhi (the son of

25

Mahatma Gandhi) and Khushwant Singh. Sanjoy Narayan, has been appointed the Editor in
Chief of the Paper and is due to take over in August 2008.
Recently the editorial page has seen a major make-over and has been named "comment" to
bring in more flexibility and some-what less seriousness to the page.

HT Mumbai Edition
HT Mumbai has a daily lifestyle supplement (in tabloid format) called HT Cafe (32 pages).
Five days a week HT Cafe devotes a pullout to niche subjects such as travel, health,
automobiles, weekend, comics and gizmos. It has its Education supplement called 'Horizons'
on Wednesdays; High-life and luxury supplement called Splurge and a Real Estates section
called 'HT Estates'. The paper also comes with a free magazine on Sundays called Brunch.
The Mumbai Edition is managed by Mohit Ahuja, an alumnus of NMIMS, Bombay[citation
needed]. The Resident Editor in Mumbai is Samar Halarnkar.

HT Delhi Edition
HT Delhi has a daily lifestyle supplement called HT City with a special Weekend edition on
Fridays called HT City WE. It has its jobs supplement called 'Power Jobs' on Tuesdays;
Education supplement called 'Horizons' on Wednesdays; Real Estates section called 'HT
Estates'and Luxury supplement 'HT Splurge' on Saturdays. HT Delhi has a magazine called
Brunch every Sunday. It also includes a matrimonials section on Sundays and a financial
paper (Berliner format) called MINT on weekdays.

26

After the resignation of Chaitanya Kalbag, the editorial responsibility was shared by Pankaj
Paul and V.Krishna. In August, 2008, Sanjoy Narayan was appointed Editor-in-Chief and
Samar Halarnkar was appointed Managing Editor.

RATIONALE: To

know the consumer attitude towards the English

dailies and find out the future potential market of these with special
reference to HT.

27

CRITICAL REVIEW
Our world is full of fads, and the internet isn't an exception. After Google, internet
advertising trends have shown the world that they work. If this wasn't the case then Go ogle
wouldn't have been able to earn US$ 7 billion in revenue. The art of mastering internet
advertising involves having both the technology and the knowledge of the market. Even for
free online advertising.

What Is Hip Right Now?

In the past, prior to the dot com burst, advertisers were charged for the amount of time an ad
appeared, quite similar to the scheme used in other media like TV and radio. But this didn't
work. Internet required a new way of doing things. Now, advertisers are charged for the
number of times that a user clicks on their ads. Is this method better than the old online web
site advertising? Sure it is. The main benefit is that the advertiser will know how many times
his ad is clicked. This means that he can evaluate his propaganda and apply a performance
evaluation to it. No more marketing campaigns with unclear results. This new approach has
empowered companies and provides them with valuable information on the market and their
clients.

So, the latest internet advertising trend is empowering companies with instantaneous
information. Although Google benefited from it from their Ad Words and Ad Sense programs,
there are many other companies who have exploited this new advertising trend. For example,
there is Web Side Story, which gives to its clients' information on incoming traffic. Bank rate
is another company. They dedicate themselves to research data in the financial industry and
process it for their clients.
28

But, who are you going to call if you want to make an internet campaign? The second internet
advertising trend is the pool of companies specialized in internet marketing. Thanks to the
new technologies and the rebirth of this market, companies like 24/7, Real Media and
aQuantive are offering their clients services that adapt perfectly to these new ways.

Unfortunately, besides the positive, legal and moneymaking trends in online advertising,
there is also a negative, illegal trend in online ads. Its name is click fraud. In click fraud, a
person or an automated program is used for making clicks on an ad so the person or the
author of the software can benefit from it. Although some laws exist against it and some
companies have started to offer services for fighting click fraud, it seems that this cancer will
not disappear from the internet advertising trends.
All of these trends for advertising online are based on different strategies and schemes. Each
one of them is focused on determined markets and situations. As in war, no serious online
marketing campaign uses one type of weapon. It needs to combine an adequate series of tools
and resources for achieving victory. One of these tools is behavioral advertising, which is
expected to increase 65 percent for this year, according to iMedia Communications.
Behavioral advertising is an advertising tool that targets a user in accord to his previous
preferences

when

navigating

the

web.

Pay per call (PPC) advertising is another kind of tool, in which an advertiser pays a fee for
each client that makes a call to an advertised number. Once it has taken note of the call, the
central reroutes the call to the company's actual phone

29

CHAPTER 2

OBJECTIVE AND SCOPE OF STUDY

30

31

OBJECTIVE:
Primary Objective:

To analyze the consumer attitude & beliefs of users regarding

English newspapers.

To understand the potential market of English dailies in South Delhi.

Secondary Objective

To know the consumer preferences and choices.

To know the potential of the market and expand into new markets and business.
To study consumer behavior and increase market share and create distance from
Competition
.

SCOPE

Hindustan Times is already well establish in the market, but there are lots of others
things that has to be understand.

I have worked as a Sales Executive, during the project I came to know that customers
are too price conscious they want a quality product in less amount.

I have learned about consumer behavior how they respond in practical life.
Consumers always looks for better value proposition, they always compare the
benefits of one company to other.

32

CHAPTER 3
THEORITICAL PRESPECTIVE

33

CONSUMER ATTITUDE
By theory:Attitude is opinion or way of thinking. Or we can say that, attitude is an action which springs
from the confidence within about the ability of the self to perform actions.

These actions are truly the actions of; the mind; the hopes; and all those sense of possessions
in the mind of self by which wants and desires are created in the conscious mind and the self
becomes ready to make judgments; take decisions; and to prepare for performing outward
actions.

The source of Attitude of self; within the self; is essentially in the outsides. The actions and
activities performed outside by others builds attitude of self within the self.

Intelligent actions and activities performed outside by others; aim to give and deliver that
purpose and reason of common sense to the self which can help the self in creating wants and
desires of it only in the self and in choosing and performing that most appropriate and right
outward action which it knows for sure as the reason of it only for fulfillment of the wants
and desires within.

The outward actions for which the self gets ready and begins to prepare; are usually those of
either service or trading or sportsmanship or knowledge; whichever the self thinks
appropriate and right for full filling the wants and desires as created earlier within through
actions of attitude building.

Ironically it is also the primary and the original source and cause of all grief of self in.
Actually the main resource of a product is consumers and how a consumer behaves over your
product its a very important thing. If u find out the consumers behavior then you can easily
fulfill their needs u can provide them their desire product also.
34

What Can Attitudes tell us about Consumers?

Consumers who like sushi are likely to eat it
Consumers who like rich ice cream are likely to eat it
Consumers who like to eat healthy will be likely to eat things that are not high in calories

In reality . . .
BUT having a positive attitude does not mean that well buy a specific product
we distinguish between attitude toward the object and attitude toward the behavior of
purchase

What is an Attitude?
It represents what we like and dislike
An attitude is a lasting general evaluation of something - it has knowledge of that something,
liking or disliking, and the strength of the feelings.
They are lasting, but changeable
They help to direct behavior e.g. do you recycle cans?

35

What functions do attitudes provide?

Utilitarian -does the clothing fit, is it appropriate, does it provide what we need?
Value-expressive: clothing says that you are a professional
Ego-expressive: clothing conveys self-image
Knowledge: summarizes the image we are trying to give, a suit from _______ conveys that
you are a professional

The Variety of Consumer Attitudes

Attitudes toward product Campbell Soup at hand
36

Attitudes toward company - Philip Morris, Kraft

Attitudes toward a retailer WallMart
Attitudes toward product attribute salt content
Attitudes toward various types of brand associations

Logos design do you like the Nike swoosh?

Symbols meanings do you like the Energizer bunny?

Product endorsers sports figures do you like Michael Jordan?

Attitudes toward advertising do you like the ads for the Borgata?

Attitudes: Likes and Dislikes

Beliefs - now that the consumer has learned about our product, we assess their belief
system ( may be multiple attributes - running shoe)

Affect (feelings) - whether they like or dislike each attribute which they know?

Behavior - what they do in response

Impact of valued other people

Behavioral intentions vs. Behavior

37

Beliefs: Cognitive Component of Consumer Attitude

A consumer belief is a psychological association between a product or brand and an

attribute or feature of that product or brand

Beliefs are cognitive (based on knowledge)

The stronger the association of features or attributes with the product or brand, the
stronger the consumers belief

Are the consumers beliefs correct?

Affect: Emotive Component of Attitude

38

Purchase decisions are continually influenced by affective response

Affectthe way in which we feel in response to marketplace stimuli

It is emotive rather than cognitive (beliefs)

It is comprised of both our knowledge of stimuli and our evaluations of them

Affective responses can be very general or very specific

Affective component of attitude: functional theory of attitude, the Fishbone model,

and the belief-importance model

Intention: Behavior Component of Consumer Attitude

Affect is not closely linked to actual purchase
Behavioral intentionattitude toward brand purchase
A far better predictor of behavior than either beliefs or affective responses

Behavioral intention models:

Theory of reasoned action, Theory of trying

39

Measurement of Attitudes
How much do you like Oreo cookies?
Like very much

Dislike very much

How favorable is your attitude toward Oreos?

Very favorable-

Very unfavorable

Oreos are:
Good
Nutritious
Non fattening -

Bad
Not nutritious
Fattening

I like Oreos:
Strongly agree
Agree

Neither agree
Not disagree

Disagree strongly
Disagree

Intentions
How likely is it that you would buy Oreos?
Very likely

Very unlikely

What is the probability that you will buy Oreos?

0%

10% 20%

100%

40

Theory of Reasoned Action

Behavior is a direct result of intention

Two factors involved in behavioral intention:
Attitude toward the act of purchase
Subjective norm the feelings of others who may be important to us.

Subjective Norm

Subjective Norm refers to the perception of what other people think we should do
with respect to a certain behavior, such as brand purchase

Subjective Norm consists of

Normative beliefs: the perceived expectations that significant others think the
consumer should or should not behave in a certain way (buy the brand)

My doctor thinks that I should give my baby a particular brand of baby food.

Motivation to comply: the extent to which the consumer considers the possible
opinions of significant others when forming an intent to purchase

Do you agree with the doctor?

Applying the Theory of Reasoned Action to Change Intentions

It helps to identify those attributes most important in causing consumers to form

positive (or negative) attitudes toward the purchase of a product

41

Changing attitude toward purchase

Change beliefs

Change affect

It helps to identify and helps to adjust sources of social pressure and their possible
role in intention formation

Changing subjective norms

Change Normative beliefs what others think

Motivation to comply do we want to do what the others want us to do?

Hierarchies of Effects

What is the likely order?

Beliefs, affect, behavior - cognitive
Beliefs, behavior, affect - learning
Affect, behavior, beliefs - hedonic
Try it, youll like it

Ideal point models

Compares your brand versus an ideal held by consumers
Measures the perceptions of the brands location along an attribute continuum
Multiplied by an importance level for each attribute

If the importance of an attribute is high

And our performance is poor

If the competitor is also poor, we have neglected an opportunity
42

If the competitor is good, we are at a competitive disadvantage

And our performance is good
If our competitor is poor, we have competitive advantage
If our competitor is good, we have competition

If the importance of an attribute is low

And our performance is poor
If the competitor is also poor, we have a null opportunity
If the competitor is good, we have a false alarm it doesnt matter
And our performance is good
If our competitor is poor, we have a false advantage its not worth it
If our competitor is good, we have false competition

43

By practical:The study of consumers helps firms and organizations improve their marketing strategies by
understanding issues such as how:

The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;
44

How consumer motivation and decision strategies differ between products that differ
in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.

HT Media analyzes consumer attitude by sending PCC Executive or sales assistant home to
home. This is a day to day operation performed by PCC Executive or sales assistant.

CHAPTER 4
RESEARCH METHODOLOGY
RESEARCH DESIGN:

Research design here used is descriptive

research. It is the most commonly used social science research.

DESCRIPTIVE RESEARCH: Descriptive research includes survey and

fact finding enquiries of different kinds. In most of the social science and
45

business research we use descriptive research studies. The main

characteristic of this method is that researcher has no control over the
variable: He can only report what has happened or what is happening.
Describes

characteristics

of

objects,

people,

groups,

organizations, or environments
Addresses who, what, when, where, and how questions
Some understanding of the nature of the problem exists
Descriptive research, also known as statistical research, describes data
and characteristics about the population or phenomenon being studied.
Descriptive research answers the questions who, what, where, when and
how.
Although the data description is factual, accurate and systematic, the
research cannot describe what caused a situation. Thus, descriptive
research cannot be used to create a causal relationship, where one
variable affects another. In other words, descriptive research can be said
to have a low requirement for internal validity.
The description is used for frequencies, averages and other statistical
calculations. Often the best approach, prior to writing descriptive
research, is to conduct a survey investigation. Qualitative research often
has the aim of description and researchers may follow-up with
examinations of why the observations exist and what the implications of
the findings are.

46

In short descriptive research deals with everything that can be counted

and studied. But there are always restrictions to that. Your research must
have an impact to the lives of the people around you. For example, finding
the most frequent disease that affects the children of a town. The reader
of the research will know what to do to prevent that disease thus; more
people will live a healthy life.
Descriptive research design is a scientific method which involves observing and describing
the behavior of a subject without influencing it in any way. Many scientific disciplines,
especially social science and psychology, use this method to obtain a general overview of the
subject.
Some subjects cannot be observed in any other way; for example, a social case study of an
individual subject is a descriptive research design and allows observation without affecting
normal behavior. It is also useful where it is not possible to test and measure the large number
of samples needed for more quantitative types of experimentation.
These types of experiments are often used by anthropologists, psychologists and social
scientists to observe natural behaviors without affecting them in any way. It is also used by
market researchers to judge the habits of customers, or by companies wishing to judge the
morale of staff.
The results from a descriptive research can in no way be used as a definitive answer or to
disprove a hypothesis but, if the limitations are understood, they can still be a useful tool in
many areas of scientific research.

ADVANTAGES

47

The subject is being observed in a completely natural and unchanged natural environment. A
good example of this would be an anthropologist who wanted to study a tribe without
affecting their normal behavior in any way. True experiments, whilst giving analyzable data,
often adversely influence the normal behavior of the subject.
Descriptive research is often used as a pre-cursor to more statistical research designs, the
general overview giving some valuable pointers as to what variables are worth testing
quantitatively.Quantitative experiments are often expensive and time-consuming so it is often
good sense to get an idea of what hypotheses are worth testing.

DISADVANTAGES
Because there are no variables manipulated, there is no way to statistically analyze the
results. Many scientists regard this type of study as very unreliable and unscientific.
In addition, the results of observational studies are not repeatable, and so there can be no
replication of the experiment and reviewing of the results.

SUMMARY
Descriptive research design is a valid method for researching specific subjects and as a
precursor to more quantitative studies. Whilst there are some valid concerns about the
statistical validity, as long as the limitations are understood by the researcher, this type of
study is an invaluable scientific tool.
Whilst the results are always open to question and to different interpretations, there is no
doubt that they are preferable to performing no research at all.

48

SAMPLE DESIGN: A sample design is a definite plan for obtaining a

sample from a given population. It refers to the technique or the
procedure the researcher would adopt in selecting items for the sample
design and may as well lay down the number of items to be included in
the sample.
Sample design is about choosing how many elements (businesses, people
etc) to include in a survey in order to provide a good basis for measuring
economic and social phenomena. Estimation is about producing aggregate
information from data collection in samples. It includes calculating quality
measures based on sampling (sampling errors).

STEPS IN SAMPLE DESIGN

1. Type of universe: The first step in developing any sample design is
to clearly define the set of objects.
2. Sampling unit: Sampling unit may be a geographical one such as
state, district, village or a unit such as house, flat etc.
3. Source list: It is known as sampling frame from which sample is to
be drawn. It contains the name of all items.
4. Size of sample: This refers to the number of items to be selected
from the universe to constitute a sample.

SAMPLE

TECHNIQUE: Sampling technique used is Area

Sampling.

AREA SAMPLING

49

A common form of cluster sampling where clusters consist of geographic

areas such as districts, housing blocks or townships. Area sampling could
be one stage, two stages or three stage.

SAMPLE SIZE: Sample size is 250 houses/ flats.

Area of operation: South Delhi (GK-I, GK-II, Haujkhas, Vasant Kunj,
R.K. Puram, Munirka, Saket, C.R. Park, I.N.A.)

METHODS OF DATA COLLECTION: There are two types of data:

Primary data

Secondary data

The data collected in case of my project is primary data through

conducting survey in the above mentioned area through questionnaire
Data observed or collected directly from first-hand experience are called
primary data.
Published data and the data collected in the past or other parties are
called secondary data.
Data, or facts, may be derived from several sources. Data can be
classified as primary data and secondary data. Primary data is data
gathered for the first time by the researcher; secondary data is data taken
by the researcher from secondary sources, internal or external. The
researcher must thoroughly search secondary data sources before
commissioning any efforts for collecting primary data. There are many
advantages in searching for and analyzing data before attempting the
collection of primary data. In some cases, the secondary data itself may
be sufficient to solve the problem. Usually the cost of gathering secondary
data is much lower than the cost of organizing primary data. Moreover,
secondary data has several supplementary uses. It also helps to plan the
collection of primary data, in case, it becomes necessary. We shall
50

therefore discuss secondary data first and then take up primary data.
Secondary data is of two kinds, internal and external. Secondary data
whether internal or external is data already collected by others, for
purposes other than the solution of the problem on hand.
Business firms always have as great deal of internal secondary data with
them. Sales statistics constitute the most important component of
secondary data in marketing and the researcher uses it extensively. All the
output of the MIS of the firm generally constitutes internal secondary data.
This data is readily available; the market researcher gets it without much
effort, time and money.
Sources of External Secondary Data Examples
The Internet is a great source of external secondary data. Many published,
statistics and figures are available on the internet either free or for a fee.
In research, Secondary data is collecting and possibly processing data by
people other than the researcher in question. Common sources of
secondary data for social science include censuses, large surveys, and
organizational records (Mintel). In sociology primary data is data you have
collected yourself and secondary data is data you have gathered from
primary sources to create new research. In terms of historical research,
these two terms have different meanings. A primary source is a book or
set of archival records. A secondary source is a summary of a book or set
of records.
Advantages to the secondary data collection method are
1) it saves time that would otherwise be spent collecting data,
2) provides a larger database (usually) than what would be possible to
collect on ones own However there are disadvantages to the fact that the
51

researcher cannot personally check the data so it's reliability may be

questioned.
Primary research entails the use of immediate data in determining the
survival of the market. The popular ways to collect primary data consist of
surveys, interviews and focus groups, which shows that direct relationship
between potential customers and the companies. Whereas secondary
research is a means to reprocess and reuse collected information as an
indication for betterments of the service or product. Both primary and
secondary data are useful for businesses but both may differ from each
other in various aspects.
In secondary data, information relates to a past period. Hence, it lacks
aptness and therefore, it has unsatisfactory value. Primary data is more
accommodating as it shows latest information.
Secondary data is obtained from some other organization than the one
instantaneously interested with current research project. Secondary data
was collected and analyzed by the organization to convene the
requirements of various research objectives. Primary data is accumulated
by the researcher particularly to meet up the research objective of the
subsisting project.
Secondary data though old may be the only possible source of the desired
data on the subjects, which cannot have primary data at all. For example,
survey reports or secret records already collected by a business group can
offer information that cannot be obtained from original sources.
Firm in which secondary data are accumulated and delivered may not
accommodate the exact needs and particular requirements of the current
research study. Many a time, alteration or modifications to the exact
needs of the investigator may not be sufficient. To that amount usefulness
of secondary data will be lost. Primary data is completely tailor-made and
there is no problem of adjustments.

52

Secondary data is available effortlessly, rapidly and inexpensively. Primary

data takes a lot of time and the unit cost of such data is relatively high.

CHAPTER 5
OBSERVATION, ANALYSIS AND INTERPRETATION

QUESTIONNAIRE: A questionnaire is a quantitative survey

method, it consists of number of questions printed or typed in a
definite order on a form or set of forms.

The questionnaire which I have developed is as follows:

1. Do you read a newspaper?

53

A.YES

B. NO

2. Which Newspaper do you read?

A. Times of India
C. Mail Today

B. Hindustan times
D. Others pls. specify...........

54

55

3. Are you satisfied with your newspaper?

A. Strongly Satisfied
B. Satisfied
C. Neutral
D. Dissatisfied
E. Strongly dissatisfied

56

57

4.

What kind of news you like to read?

A. Political

B. Market

C. Entertainment

D. Others pls. specify....... .

58

5. What features attract you to prefer a newspaper?

A. Quality

B. Price

C. Service

D. Offer

59

6. How much you like your newspaper?

A. Like very much
B. Like somewhat
C. Average
D. Dislike somewhat
E. Dislike very much

60

7. If given a chance would you like to switch to another

newspaper?
A.YES

B.NO

61

8. If yes then would you like to read Hindustan Times?

A.YES

B.NO

62

9. If yes then what news according to you should be covered in

Hindustan Times?

The people were more interested in market and political news than any other kind of news.
There was also a large section of customers who were interested in entertainment news.

63

64

10. The first name which comes to your mind when talked about
English Dailies?
A. Times of India

B. Hindustan Times

C. Mail Today

D. Others pls. specify...........

65

11. What is your suggestion and recommendation regarding HT?

___________________________________________________________

Who are reading/ subscribing or using the other newspaper their mostly
suggestion is that HT has to work in some area like improve the quality,
improve in service, improve advertisement, proper positioning. I met with
a lot of people who used to subscribed the ht but now they have left that
due to some problem like service, qulaity their complained was that
service of HT is not good. So MINT has to improve the service of
newspaper and they should have a proper distribution channel.

66

CHAPTER 6
FINDINGS & CONCLUSION

FINDINGS:
According to my findings Hindustan Times is second major player of the market of print
media in Indian market, the result of 2009 annual report of the company This success has
seen the companys market share rise from the previous year .

1. HT has very loyal customer and they are using this newspaper since last many years.
2. The distribution channel that HT follows is not proper and is not effective too. There
is a lot of mishap occurring in the distribution channel.
3. HT also has many customers who are not at all satisfied with HT service. Free gifts
and coupon given by HT does not reach to the customers which makes customer
unhappy.
4. There is a lack of motivation in the employees.
5. There are many HT products about which customers are not at all aware.

67

CONCLUSIONS OF THE RESEARCH

The way HT interact with their customers has changed drastically in the past few years. The
era of mass marketing is over. Customers have been increasingly taking up widespread social
media tools on the web and turned into the message creators, to know about event around the
products and services they use.
Therefore, this business must join customers in these conversations. We need to be able to
speak openly, honestly, and in a personal tone. We need to listen carefully without being
defensive. We need to respect those who speak to us and about us because of this only we
come to know where we are lacking, what we have to do to beat our competitors we need to
understand that we no longer control the conversation but are a part of it. MINT is a most
recent addition has been live mint.com, a site dedicated to the stories in and around the
BUSINESS neighborhood.

1. From the Statistical analysis we can conclude that product placement plays effective
role to increase the sales.
2. For consumer awareness of mint they should accept a strategy like advertisement like
Vodafone.
3. Young are very easily influenced by the proper product placements
4.

Product placement is very effective on youngsters as they get influenced easily by

corporate giant they consider corporate people as their idols and would want to do
whatever their idols do.

68

69

CHAPTER 7
SUGGESTIONS & RECOMMENDATIONS
HT products are used all over in India by the people of the every region.
But now days the people want more values for their money worth, it means a better designed
product with quality and they are most willing to buy the product frequently.
As like Times of India uses proper strategy for consumer awareness unless they are
established brand so HT should also adopt a strategy like advertisement, Public Events etc.
HT should have proper distribution channel for uninterrupted supply. Hawkers should be
motivated more because they are the distributer of newspaper.
Customers want fast service so HT should provide service as per customer rquirements.
The main thing is the availability of the products.

The media marketing must be done highly and a good relationships should be made with the
customers by giving frequents offers and arranging various competitions.
Some credit facilities must be provided to the Hawkers.
The advertisement must be done through Hoardings, Posters, Banners, FM radio channels.

70

CHAPTER 8
ANNEXTURE
1. Do you read a newspaper?
A.YES

B. NO

2. Which Newspaper do you read?

A. Times of India

B. Hindustan times

C. Mail Today

D. Others pls. specify...........

3. Are you satisfied with your newspaper?

A. Strongly Satisfied
B.Satisfied
C.Neutral
D.Dissatisfied
E.Strongly dissatisfied

71

4. What kind of news you like to read?

A. Political

B. Market

C. Entertainment

D. Others pls. specify........

5. What features attract you to prefer a newspaper?

A. Quality

B. Price

C. Service

D. Offer

6. How much you like your newspaper?

A. Like very much
B. Like somewhat
C. Average
D. Dislike somewhat
E. Dislike very much

7. If given a chance would you like to switch to another newspaper?

A.YES

B.NO

8. If yes then would you like to read Hindustan Times?

A.YES

B.NO

72

9. If yes then what news according to you should be covered in Hindustan

Times?
___________________________________________________________________________
__________________________________________
10. The first name which comes to your mind when talked about English
Dailies?
A. Times Of India

B. Hindustan Times

C. Mail Today

D. Others pls. Specify...........

11. What is your suggestion and recommendation regarding HT?

___________________________________________________________________________
________________________________________

73

BIBLIOGRAPHY:
Web:Www. Hindustantimes.com
Www.livemint.com
Www. Google.com

Book:
1.

C. R. Kothari, Research Methodology,

2nd ed., new Delhi: new age international publishers, 2004.

2. Study notes by the AIMS faculty.

74