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A PROJECT REPORT ON Consumer Attitude & Awareness Toward Newspaper
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News Paper
AA
PROJECT REPORT ON PROJECT REPORT ON
Consumer Attitude & Awareness Toward Newspaper
IN PARTICAL FULFILLMENT FOR THE DEGREE OF BACHELOR OF
MANAGEMENT STUDIES
: : SUBMITTEDSUBMITTED BY : BY :
Bansi A. Moradiya
BMS 2 (sem-3)
Roll No: 15
:GUIDED BY:
Mrs. Shilpa Bhatt
(Heads of the BMS department)
Smt N. C. Gandhi Mahila Arts and Commerce College
Affiliated with S.N.D.T. Women’s University, Bombay
Bhavnagar.
: : SUBMISSIONSUBMISSION DATE : DATE :
15/9/201215/9/2012
: BATCH :: BATCH :
(2011 - 2014)
1
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DECLARATIONDECLARATION
I undersigned Bansi A. Moradiya a student of BMS 3 r d semester
declare that I have prepared this project report on “Consumer
attitude & awareness to where newspaper” at “Divya Bhaskar.” I
am guided by Mrs. Shilpa Bhatt of Smt N. C. Gandhi & B. V. Gandhi
Mahila arts & Commerce College.
Bhavnagar.
Place :- (Signature)
Date :- Student’s name: - Bansi Moradiya
Roll No. : - 15
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Certificate of originality
Certified that the project report submitted here in
“Consumer attitude & awareness to where
newspaper” is original in nature and has not been submitted
by any of us to Smt. N.C. & B.V.Gandhi Mahila College,
Bhavnagar.
_________________ _________________
Signature of Student Signature of Guide
Date: -------------------- Date: --------------------
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PREFACEPREFACE
Practical training is tool to develop conceptual & analytical
abil i ty in student. According to B.M.S schedule, students are required
to undergo project which use to be research based, as a part of
practical study to understand the company, global market, newer
industrial developing era, and to achieve basic skil ls and abil i ty which
is helpful in B.M.S. My report includes a “ Consumer attitude &
awareness towrad newspaper” IN “Divya Bhaskar.”
B.M.S. a professional course which helps the students
develop their knowledge in the field of industrial business by means of
management of company.
To become sharp in the field of management one needs
both pratical as well as theoretical knowledge. We get a clear idea
about management and other approach by reading l i terature on
business environment.
Any organization can stay in the market for long time only if
consumers and customers are well satisfied by the product and
services provided by the firm. My report includes a research report on
Consumer att i tude & awareness toward newspaper in the form known
by me.
4
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ACKNOWLEDGEMENTACKNOWLEDGEMENT
Through this acknowledgement, I express my sincere gratitude
towards all those who have helped me directly or indirectly in the preparation of this
project report, which has been a learning experience.
No work can be accomplished alone. It needs the shades of
various people to give it a f inal stage. I would l ike to take this
opportunity to extend our warm thoughts to those who helped me to
make this project a wonderful experience.
First of all, I would like to give my sincere thanks to my co ordinate
Mrs. Shilpa mam who guided me, for encouraging us to take training. I also thankful
to Mrs. Shri Devi Mem supporting me in my training for my project. I am thankful to
the college library staff, as they have been of great help to me in preparation of this
report.
I am thankful to all the respondents who spared their valuable time for
filling my questionnaire a base of my project. Last but not the least I would like to
thank God. My parents, my faculties, & my friends who have helped me a lot.
I am also grateful to Bombay University as it would not have been
possible without their idea of including this paper of industrial visit in the curriculum
of B.M.S.
Place :- ------------------------
Date :- Bansi Moradiya
Roll No. -15
B.M.S. 2 {SEM 3}
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EXECUTIVE SUMMARY
The project work was undertaken in Bhavnagar district area to evaluate
brand management strategies, consumer awareness and attitudes towards NEWS
PAPER.
The main objective to do research project is to find out whether consumer
are aware about present group of divya bhaskar and brand management of it and
strategy towards Gujarat samachar, sandesh and other. Which media or source
affects to create awareness.
How consumers are reading newspaper, how much time they spent for
reading Newspaper, which types of newspaper contents they prefer. Which type of
quality, layout, and writing of newspaper consumers are expecting?
Analysis of data shown by column, charts for easy understanding and
interpretation of result. Currently, number of newspapers consumer are increasing
day by day, because better service.
For selecting news paper, consumers see quality of paper, authenticity of
news, news contents, and circulation services.
Most of consumers satisfied with Divya bhaskar service but to be market
leader bhaskar group will have to put more emphasis on quality of newspaper.
In Bhavnagar district many consumer are reading newspaper most of them
are preferring divyabhaskar.
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INDEX
No. Detail Page No.
1
1.11.21.31.41.5
INDUSTRY OVERVIEW
HISTORY IN BRIEF INDUSTRY PROFILE
PRODUCT PROFILE
LATEST AT THE COMPANY
RMD Department
8 9 12 13 18
2
2.12.22.32.42.52.62.72.8
COMPANY OVERVIEW
INTRODUCTION:DIVYABHASKAR
COST CONVENIENCE
COMMUNICATION
COMPETITION
CUSTOMER SATISFATION
MILESTONE OF DIVYA BHASKAR
DISTRIBUTION AND MARKETING
1925252626262633
3
3.13.23.33.4
RESEARCH METHODOLOGY
Research Objectives Research Design Research Instrument Limitation of the Study
34353636
4 DATA ANALYSIS AND INTERPRETATION 39
5 Swot analysis 55
6 SUGGESTIONS 56
7 CONCLUSIONS & RECOMMENDATIONS 57
8 BIBLIOGRAPHY 59
9 QUESTIONNAIRE 60
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1.1 HISHISTORY IN BRIEF
In the year 2005 Bhaskar group was declared by NRS having 2.26crore
readership started before 50 years from Madhyapradesh by late Mr.
Dhwarkaprasad Agrawal family. In 1983 A.D after launching indore edition
Bhaskar Group started newspaper in different states. Let’s have a look Bhaskar
Group development main steps.
1983:- A new thinking started. Launch of indore edition, followed by RAIPUR,
GWALIOR, JABALPUR, BILASPUR and SATANA edition.
1992:- Achieved no1 status in MADHYAPRADESH.
1995:- Leadership across MADHYAPRADESH.
1996:- Entered RAJASTAHN by launching JAIPUR edition in December, 1996.
Soon established its leadership in the state with launch of AJMER,
JODHPUR, BIKANER, UDAIPUR, KOTA, GANGANAGAR, ALWAR,SIKAR,
BHILWARA.
2000:- May 2000 launch of CHANDIGARH, edition covering CHANDIGARH,
PANCHKULA, MOHALI and HIMACHAL. Launch of PANIPAT and HISSAR
edition.
2001:- Launch of FARIDABAD edition.
2003:- Bhaskar group enters Gujarat with launch of its first gujarati daily divya
bhaskar AHMEDABAD In June.
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2004:- Divya bhaskar SURAT Edition launched in MARCH.
Divya bhaskar international edition launched from NEWYORK in MAY.
Bhaskar group’s new hindi magazine , AHA! ZINDAGI , first of its kind on
life style and positive thinking was launched in September & Divya bhaskar
BARODA edition also launched in the same month.
“Saurastra Samachar” , the leading gujarati news paper of BHAVNAGAR,
taken over in the month of October.
2005:- DB aktivation – the BTL (below the line) division started in January.
Bhaskar group in association with ZEE enters MUMBAI market with its first
English daily DNA in July.
2006:- Launch of AHA! ZINDAGI – gujarati in AHMEDABAD.
Launch of MY FM IN JAIPUR.
Launch of DNA MONEY in INDORE, BHOPAL, AHMEDABAD & MUMBAI.
Launch of DAINIAK BHASKAR in PUNJAB with two edition, AMRITSAR &
JALANDHAR.
Launch of Divya bhaskar RAJKOT & JAMNAGAR editions.
Launch of sanakar valley school.
Acquired majority stake in PRABHAT KIRAN leading daily eveninger from
INDORE.
1.2 INDUSTRY PROFILE
The National Readership Survey (NRS) 2009 had raised its share of hue
and cry and the Indian Readership Survey (IRS) 2008 Round 2 didn’t bring much
good news either, with all publications showing a decline. Industry leaders have
mixed views on the trends that these surveys are throwing. However, one point
that everyone makes is that it is about time readership surveys in India were
advanced and adapted to the changing media and consumers.
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The National Readership Study 2009 (NRS 2009) in India is the largest
survey of its kind in the world, with a sample size of 2,84,373 house-to-house
interviews to measure the media exposure and consumer product penetration in
both urban and rural India – and of course the estimated readership of
publications. The study covers 535 publications of which 230 are dailies and 305
are magazines
Bhaskar Group is a 1700 crore business conglomerate with strong
presence in Newspapers. Television, Entertainment, Printing, Textiles, Fast
Moving Consumer Goods, Oils, Solvents and Internet Services.
The group has rocketed to the top of the print media industry in India with
its flagship Hindi daily newspaper, Dainik Bhaskar, and the Gujarati newspaper,
Divya Bhaskar. Brand 'Bhaskar' is today synonymous with success, quality,
dynamism and ethics in millions of households across India and the corporate
world alike .
The family flagship newspaper Dainik Bhaskar achieved leadership position
in the state of Madhya Pradesh in 1992. In 1996, Rajasthan became the focus of
the group and Jaipur edition was launched in December 1996 followed by six other
editions in the State of Rajasthan and established No.1 position in the state. The
Jaipur launch of Dainik Bhaskar has become a "case study" in the leading
business schools of India.
After achieving leadership position in Rajasthan, the group decided to enter
the Chandigarh market and launched its edition in June 2000. The challenge in
Chandigarh was unique. It was the only city in India where English had more
readership than vernacular dailies. The challenge was that Hindi was just not
being read.
Dainik Bhaskar changed this pattern and is now the largest read newspaper
in Chandigarh. After the success in Chandigarh, the group launched its edition in
the state of Haryana to empower the north and now people of Haryana have their
"own newspaper" Dainik Bhaskar, which is the No. 1 in all the state of its presence
with a circulation of 23 lakhs per day.
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The Bhaskar Group Launched its Gujarati newspaper "Divya Bhaskar" in
June 2003 from Ahmedabad. In just three years of its time Divya Bhaskar covers
the entire state of Gujarat with 55 Lac of readers ( NRS 09). Divya Bhaskar is also
acclaimed as No. 1 newspaper in Gujarat (NRS 09).
Daink Bhaskar is published from following centers
Madhya Pradesh Bhopal, Indore , Gwalior, Jabalpur, Satna
Chattisgarh Raipur, Bilaspur
Rajasthan Jaipur, Jodhput, Udaipur, Ajmer, Bikaner, Kota, Shriganganagar
Haryana Panipat, Hisar, Faridabad, gurgaon
Chandigarh Chandigarh and Himachal Pradesh
Gujarat ( Divya Bhaskar )
Ahmedabad , Baroda , Surat , Bhavnagar , Rajkot, Mumbai
Uttar Pradesh Jhansi
Maharashtra Nagpur
More than 35, 00,000 copies are circulated from the above mentioned
editions every day whereas in 1992, 2,28,000 copies were circulated in Madhya
Pradesh and Uttar Pradesh.
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According to the recent NRS Survey 2008, Bhaskar Group of Newspapers
has been described as the Number One newspaper (all languages) in the country.
It is the largest read news paper group with 2.65 crore readers.
1.3 PRODUCT PROFILE
A broadly diversified, multifunctional unit, bhaskar group takes charge of a range
of product lines towards its audience. These products described are included in
the following aspects:
1) Print Media
Newspapers
Magazines
Journals
2) Television Media & Others
The group has taken one of the noticeable moves in to television media that
BHASKAR TV has been reached in the jaipur, indore, Bhopal, ajmare, Jabalpur
with the help of optical fiber cable.
Bhaskar TV
Bhaskar broadband
3) Radio Channel
Radio Mirchi, MY FM 94.3 the most hip and happening radio channel waves
through cities like JAIPUR, followed by Chandigarh and Bhopal.
4) Textile
5) Oil extraction and refining
6) Bhaskar salt
7) Family entertainment centre
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8) Fine arts center
9) The Sanskar Valley School
10)I media corp. ltd
11)Bhaskar mall
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1.4 LATEST AT THE COMPANY
The company made the latest foray into the television media through
the launch of “bhaskar TV” targeting the urban youth in JAIPUR, AJMARE, and
JALANDHAR. Besides this the company is assessing the options of launching
other new channels too. Also that, Zoom has being able to garnish the number
one slot amongst all the entertainment and life-style channels within just
months of its launch.
The company has also garnished the top slot amongst the private
radio stations through its successful venture “Radio Mirchi 94.3 in jaipur”
It seems, as if the company is becoming omnipresent in all the fields
of media with market leadership in majorly all categories.
Provide ‘Just-in-time’ information to any body, any time, any where
on a medium that is always on and handy. And to create a connect between the
man and the media.
DNA money
Divya Bhaskar USA
My FM
Wireless
Aahazindagi
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1.5 RMD Department
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The department, which works to create the audience, is known as
RMD (Result and Market Development Department), as its main aim is to increase
the customer base for its various product offerings. The company has a separate
department, which is involved in space selling, known as the response
department. So here as against to the general approach of many companies to
assign the task of marketing, advertising and branding to just one single
department, Bhaskar Group has separated this important tasks between two
departments. No doubt that both this department are expected to work in co-
ordination, but for the RMD department the focus remains to sell the product to the
customers and create audience, while the response department has to sell the
products to the advertisers, which is known as space selling. They have to sell the
space available in the newspaper to the advertisers. The rate of space selling is
decided on the customer base of the company hence, both the departments are
interrelated.
Objectives of the RMD department
Marketing of various print offerings of Bhaskar Group
Ensure co-ordination for smooth functioning of the distribution channel
Ensure a dominant market share position through aggressive sales campaign
Organize events and seminars for promoting of the product offerings
Increase the circulations which should benefit the advertisers
Ensure an appreciating service to its readers through timely deliveries, easy
product availability in market, etc
Functions of the RMD department
Sales and market development
Dispatch
Billing and accounts
RMD international sales
Promotion and publicity
MIS
Subscription
2. COMPANY OVERVIEW
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2.1 INTRODUCTION: DIVYABHASKAR
Company Offering
The Divyabhaskar Gujarati daily from the Dainik Bhaskar group of
publications was launched in 22 June 2003 in Ahmedabad with the mission to
become the number one newspaper in the Gujarat. Divya Bhaskar emerges the
No.1 publication in Ahmedabad on Day 1 of publication! The paper will not wait to
notch up market-share numbers gradually! Instead, it becomes the market-leader
from Day 1! For all this years DB has been able to maintain a consistent business
growth, which could be largely attributed to its shared values given below,
- To stick to the media
- To ensure that news is separate from views
- Factual and timely reporting
- Not to abuse the information available or gathered
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The Bhaskar Group launched its Gujarati newspaper 'Divya Bhaskar'
in June 2003 from Ahmedabad. In just three years of its time Divya Bhaskar
covers the entire state of Gujarat with 55 Lac of readers (NRS 08). Divya Bhaskar
is also acclaimed as No. 1 newspaper in Gujarat (NRS 08).
Divyabhaskar has also constructed its own 1 lacks square feet
building within 189 days near Y.M.C.A club on SARKHEJ GHANDHINAGAR
Highway. In to this building 50,000 square feet space is for office purpose. 30,000
square feet space is for printing press, 5 cold set web offset printing machine
printing 1, 80,000 copy per hrs, and A.C system with 250 tones.
Table - 1
In Gujarat leading newspapers are showing following figure of copies:
News Paper Figures Of CopiesDivya bhaskar 9, 87,000 copies
Gujarat samachar 9, 82,000 copies
Sandesh 6, 87,000 copies
Divya bhaskar is having different district wise local pullout.
Table - 2In the ahmedabad city edition itself newspaper copies figure is as under:
News Paper Figures Of CopiesDivyavhaskar 4, 65,000
Gujarat samachar 1, 82,000
Sandesh 2, 65,000
Table - 3
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National readership survey 2009
Newspaper Ahmedabad Baroda Surat
Divyabhaskar 12,92,000 5,46,000 7,57,000
Gujarat samachar 10,90,000 3,46,000 5,44,000
Sandesh 6,36,000 3,28,000 3,36,000
Divya Bhaskar launches its Jamnagar edition today
Divya Bhaskar launched its Jamnagar edition today making it Jamnagar's
first ever Gujarati morninger.The daily had also launched its Rajkot edition a
month back
Divya Bhaskar also launched its international edition in May 2004.
Table - 4
Divyabhaskar office section and name of head of section are as under:
Office section Name of head
General Manager (state head) Ashvini Agraval
Editorial section Ajay umat
Marketing section Dharmesh mishra
Circulation section Pradip jha
Human resource and Admi. section Ravi kaul
Account section R.k.Gupta
Production section Rakesh Singh
Currently supplements’ editors are as under: (change is possible)
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Table - 5
Name of the News paper Suppliers
Dharmdarshan Gaurang pandya
Madhurima Bela Thakar, Sefali pandya, Bhushita Khinchi, Devel mistry
Kalash Vrunda Manjit, Gauraing Vaidh
Navrang jayant pandya
BAL bhaskar Mira Trivedi
Rasrang Dipak patel
Mahefil Dipak patel
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Rewards system for the Bhaskar staff members
Rewards / Incentives for staff from wage board category are governed by
wage board rules. Executives and journalists on contract are rewarded on their
performance-based ratings assigned by the department head. In addition to the
existing rewards performance system, the staff is periodically motivated by the
executive editor, by his positive comments on the days' paper and he also shows
his appreciation in the weekly staff meetings held on Fridays. Top rated journalists,
are also given opportunities to go abroad on certain 'junkets' with a view to bring
back growth-oriented experiences to share with others and which in turn not only
benefit the individual but also the organization.
High fliers are granted special study leave to go on sabbaticals like the
British Chevening scholarships and others. The company authorises senior staff,
eligible to air-travel in j class, to travel by y class and motivate the others in the
department by offering him/her the differential amount as incentive.
Freedom to act & training & development our HRD section is fully equipped
to undertake training and development needs of the staff for the specific area of
knowledge.
Expected behavior from the Divyabhaskar Journalists
The Divyabhaskar journalists are advised to maintain a balanced view while
reporting. They are expected of timely, relevant and unbiased reporting and not to
abuse the information available with them. They are not to indulge in activities that
May be beneficial to them on a personal level with the information that is
officially garnered by them. In fact, in a long and detailed note "(ethical) way
highlights each and every area where a journalist may succumb. Useful tips on
discipline are also given from time to time.
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Promotion
As aggressive in its marketing strategies as any of the players in its front
page, Divyabhaskar dared to price the product at a price that challenged even its
big brother. - Dainikbhaskar, and created the market for a business paper in the
bargain. Competition copied the "invitation pricing" strategy but none could
emulate the success.
The advertising for Divyabhaskar is as much known for winning creative
awards as it is for influencing a prospect.
Brand values
The reader is central to everything divyabhaskar embodies. ET aims to
project a style that is cool, hip and with loads of attitude. It portrays the feel good
factor of a growing economy and the aspirations of a young country in all its
myriad shapes and colours. The divyabhaskar aims to be ahead of the times,
every time. It strives to give a delightful start to everyday.
2.2 Cost
The cost structure of Divyabhskar has two important aspects. Whatever
price that has been charged to the actual readers doesn’t supplement the actual
cost of the newspaper. The company helps supplement the cost by the way of
advertising revenues generated. The benefit of this is partially being passed on to
the readers while the remaining remains the company profit.
2.3 Conveniency
The Divyabhaskar Ahmadabad Edition witnesses its highest sales by
copies which are the newspaper copies delivered throughout the month by the
readers newspaper vendor.
The copies are delivered at the door-steps of the educational institutes from
where these students would be collecting their copies.
The company has a definite distribution network in this respect.
Newspapers are being routed through “distributors” appointed by the company in
each important geographical location.
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2.4 Communication
Brands need not be advertised always. Divyabhaskar is undoubtedly the
most widely recognizable brand of the company. For over these years, the
newspaper has developed extremely loyal readers and the readers too feel a
strong brand association with divyabhaskar.
2.5 Competition
Competitors
Gujarat samachar
One of the nearest competitors of divyabhaskar, it is being backed
by strong group of Mr. Sudhir Mehta investors with one of one of the leading
Gujarati newspaper across the Gujarat. The newspaper has been able to garnish
a respectable market share and has won readers for its language simplicity and
proper contents.
Sandesh
Another competitor of Divyabhaskar is sandesh which is many years
old gujarati newspaper. It is having some advance feature in terms of specialty of
news.
2.6 Customer Satisfaction
Divya bhaskar has always held its reader’s head high. The
divyabhaskar has been considered the most reliable Guajarati newspaper. . Also
that the customer satisfaction for divya bhaskar can be reflected by the huge
market share it enjoys across India, which is much-much ahead of its nearest
competitor.
2.7 Milestone of Divya bhaskar:
If asked “What are the milestones and achievements of The
Divyabhaskar over the past few years?” than what could be the most probable
reply from the company. To quote a few of the likely replies are, “Divyabhaskar”
has grown at an exponential rate to become leader in Gujarati News paper.
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When it comes to the print media, Gujarat defies the national pattern.
For years Gujarat Samachar and Sandesh had carved up the State, functioning in
a manner that only they understood. Understandably, eyebrows were raised when
an "outsider," the Dainik Bhaskar group, declared its intention to venture where
angels feared to tread.
Well, looks like fortune is on the side of the big guns. The Bhaskar
group threw a big bash at the Taj Land's End last week to celebrate the success of
its Divya Bhaskar in Gujarat, and a very interesting mix of people turned up. Top
guns from the advertising and media industry were seen along with politicians and
bureaucrats. Jaywantiben Mehta, minister in the NDA government which
relinquished power recently, looked predictably at home, sampling the very Gujju
undhio. Even an unseasonal shower could not spoil the celebrations. Piyush
Pandey was heard exhorting a friendly agency head to come to Cannes for the
advertising festival. "It's my year yaar," he said. True, this will really be his year.
Attendance at Cannes should touch an all-time high.
Divya bhaskar leadership in Gujarat
The war for Gujarat is really hotting up. Quoting a new survey done
by AC Nielsen ORG Marg in Ahmadabad, Divya Bhaskar has claimed leadership
in the region with a readership base of 12.1 lakh. The same survey places Gujarat
Samachar at the No 2 position with 10.0 lakh readers.
A prepared note from Bhaskar states, "AC Nielsen ORG Marg
conducted a readership survey in Ahmedabad in the month of August 2003 with a
sample size and methodology, which is almost similar to that of IRS and NRS. The
report reveals that the Gujarati newspaper reading market in Ahmedabad has
expanded by almost 32 per cent if the figures are Compared with NRS 2002.”
Dainik Bhaskar Group launched Divya Bhaskar on June 22, 2003
and according to the group, it became the highest circulated paper from the day of
its launch.
Divya Bhaskar did things differently. It preferred a huge market
research exercise to a smaller survey. The efforts paid off, with the newspaper
becoming the market leader on day one of coming into existence.
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According to a release, the Bhaskar group's Gujarati venture, Divya
Bhaskar has seen a spurt in retail advertising following a declaration by research
agency Nielsen ORG that the paper is the leader in Ahmedabad with over 12 lakh
readers.
Bhaskar notched 9894 column centimetre of advertising space to
Gujarat Samachar's 6925 cc and Sandesh's 5949 cc in the festive week of
October 17 to 25, 2003, claims the release.
The group recently installed a printing unit at Mehsana in Gujarat
and has initiated to expand to Surat, Baroda and Rajkot in the near future.
Divya bhaskar success formula
Success calls for ambition and drive." Thus Danik Bhaskar director
Girish Agarwal kickstarted his session on the famous Divya Bhaskar's penetration
into Gujrat within 18 months of its inception.
Products usually are launched and then are tested in the market in
terms of acceptance and product capability. That was what Divya Bhaskar (DB)
did differently. Pre-launch strategies this publication used was essentially involving
their TG in the product planning process.
With 48 focus groups and a survey of a sample size of 12 lakhs ( 8 -
Ahmedamad, 4 - other districts) and a time frame of 40 days, DB analysed the
outcome of this extensive research. Phase two was meeting the same people
again and sharing the finding of their survey. Then came along the product which
was need based and desired in the Agarwal articulated," Marketing cannot be
done in isolation and the CEO, the planning team, the sales team and the
marketing team need to work in tandem with one another.
DB initial pre launch target was 4.0 lakhs copies daily, although
when launched DB hit a subscription of 4.52 lakhs copies daily.
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Divya bhashkar with North American edition
About Divyabhaskar
Divya Bhaskar has taken Gujarat by storm, becoming the most read
newspaper of Ahmedabad in a short time (AC Nielsen ORG Certified readership of
1.21 million), thus making it a leading brand in news media.
Divya Bhaskar North American Edition, a fast growing Gujarati newspaper
published from NewYork since May 2004, is a joint venture with Dainik Bhaskar
Group, India's #1 print publication group (National Readership Survey, January,
2004) and Cinèmaya Media Group, a NewYork based a Public Company.
The Divya Bhaskar North American Edition Offers:
Strong brand name, value and sentimental attachment with readers.
More color than any other Gujarati newspaper in North America.
Reader-friendly ad: edit page ratios.
Credible, investigative, award winning news from Gujarat.
"Chandarvo" section: stories and articles by Kanti Bhatt, Suresh Dalal and
Gunvant Shah.
Humor Column by Tarak Mehta.
Astrology column by Bejan Daruwala.
Business News.
Sports.
Immigration News.
Quiz and Crossword.
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2.8 Distribution and Marketing Divya Bhaskar is nationally distributed through:
Mail to subscribers.
Newsstands and grocery stores through regional distributors.
Direct vendors.
Associations.
Events (AAHOA, AAPI, Chamber of Commerce, India Day Parade, Concerts,
Plays, Religious Congregrations)
Divya Bhaskar is nationally marketed through:
Innovative Marketing Tie-ups.
Exclusive Hakoba Saree offer for subscribers.
Shadi.com - Matrimonial classifieds.
Combo Pack – The Indian Express and Divya Bhaskar.
Lifetime subscription offers.
Senior citizen offers.
Subscription gift offers from India for friends/relatives in America
Advertising Options
Divya Bhaskar leads the competition in consistent
advertising through targeted placement, easy-to-read layout and great
positioning.
We offer category specific pages to add impact to your Ad
Wrap Around.
Page 1 – Inkjet labels, Post-it Notes, Strip Ads, Box ads.
Travel.
Shaadi Bhaskar – Matrimonial.
Immigration page.
Small business services.
Supplements
3. RESEARCH METHODOLOGY
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News Paper
METHODOLOGY
Market research is very systematic and object oriented approach for the
development and implementation of market strategy. Because of its importance, it
is necessary that the methodology of this research should be proper and
appropriate. Research methodology includes why and how this research carried
out. Methodology of our project is under.
3.1 RESEARCH OBJECTIVES
The main purpose of any research is to evaluate the behavior of consumer
towards News Paper by asking questions. And also to find out the truth which is
yet to discover and each research has its own specific objective and purposes.
The main objective of our study is to know the behavior of consumer why
they buy News Paper.
We have undertaken the research taking into account following other
objective.
1. To assess the customer satisfaction.
2. To know which company’s newspaper is buying more.
3. To know the quality of content, paper layout, and authenticity of news,
newspaper circulation services.
4. To determine the gift scheme impact on newspaper
5. To assess the customer satisfaction.
6. The most commonly used news paper in the market.
7. To identify the customer needs.
8. To identify consumer buying habit.
9. To measure the brand loyalty.
10.To assess the effectiveness of media in Bhavnagar city.
3.2 RESEARCH DESIGN
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In theoretical context,
The study can be termed as descriptive as the major emphasize would be
to study the behavioral variable of the people without getting into
establishing the association of the data.
The survey type is experimental design with field-testing procedures.
Communication approaches would be questioning with structured and well-
formatted clear questions.
Medium of interaction would remain personal i.e. face-to-face interview and
the questionnaire would contain self-administered response, i.e. question
form is simply handed to respondents.
Sample size would be 50, and the basis of selection for samples would be
convenience sampling i.e. the researcher’s select the most accessible
population from whom to obtain the information for the survey. The sample
testing area is BHAVNAGAR DISTRICT. There would be no criteria’s for
segmentation of the samples into specific categories, demographic
segmentation.
The questionnaire satisfies the following criteria’s of good measurement of
survey as per “Marketing Research”
Data source
The task of collecting information begins after objective s has been defined.
It consists of following sources.
Primary data source
Primary data can be collected in many ways such as
Observation method
Interview method
Surveys through questionnaires
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I have used survey through questionnaires which is the best suited for the
descriptive research. It is beneficial to learn about the knowledge, beliefs,
preferences, and attitudes of people in the general population.
Secondary data sources: -
All the secondary data are found from different magazines, executive diary and with the help of Internet.
Sample size
I have selected the sample size of 50 respondents which are from
Bhavnagar city itself and taluka like Vallabhipur. As the size is concern it should
not be too big so that it can’t give the better outcomes and it should not be too
small to get the idea about our objectives.
Table - 6
AreaNumber of respondents
Bhavnagar City 20
Vallbhipur 10
3.3 Research instrument
A formal structure of a questionnaires containing variety of open-ended
question was designed and operated on respondents to collect require data. A
questionnaire consists of asset of questions presented to respondent for their
answer. In preparing questionnaire I have carefully chosen and their form, wording
and flow of the question.
3.4 Limitation of research
The time provided for the research is bit short and cannot cover the entire area
for research.
Research was carried out only in Bhavnagar city & Vallbhipur which can not be
proper research result.
The research is under the inexperienced researcher.
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News Paper
In practical context
Problem
Find the actual reader’s brand perception for divyabhaskar , and co-relate them to
the company’s branding objective, and that how successful it had been.
Research Objectives
Gain insights into brand management of a Guajarati newspaper
Designing the questionnaire
The questionnaire contained all kind of following question type,
Lead-in question
Qualifying question
Warm-up question
Specific question
Demographics
Also worth to be mentioned is that we conducted a pilot study for the designed
questionnaire with the target size of 5% of the actual sample size, i.e. 12 samples.
Based on the feedback received during this period and the problems we faced
while filling up this questionnaire’s we made the adequate changes in the final
draft.
Market research and survey
Data analysis and interpretation
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Data collection methods
The data was collected in two different phases, namely,
Unstructured interview
This part of the data collection method can be termed as “qualitative
survey” and the questions were asked in context ‘how did respondents perceive
divya bhaskar as a brand based of questions framed on the 4 C’s of marketing.
As it was difficult to get a concrete analysis on the data collected for the
unstructured questions, the study analysis was confined to only making a
descriptive analysis and making the recommendations based on this data to
improve and strengthen divya bhaskar brand.
Questionnaire survey
This part of the data collection method can be termed as
“quantitative survey” and the questions were very specific. The data has been
analyzed based on the statistical factors and been described through a graphical
analysis in the further pages.
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6. DATA ANALYSIS
1) Respondent Age Information
No.
Age Group
No. of Respondent
Percentage
1 9 to18 5 16.67
2 19 to28 15 50
3 29 to 38 4 13.33
4 39 to 49 3 10
5 50 to 59 2 6.67
6 60 Above 1 3.33
Total 30 100
1 2 3 4 5 6 Total
0
20
40
60
80
100
120
Age GroupNo. of RespondentPercentage
This graph and table shows that 50 % of our sample size was highest readers
belonging to 19 to 28 age group, 5 % comes from 9 to 18 age group,
4% comes from 29 to 38 age group, 3 % comes from 39 to 49 age group,
2 % comes from 50 to 59 age group,
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1 % comes from 60 above
2) Sex
Sex No. Of Reader Percentage0
20
40
60
80
100
120
12Total
This above graph shows that 90 % male is the reader of our sample
size and remaining 10 % is female.
40
No. Sex
No. Of Reader
Percentage
1 Male 27 90
2Female 3 10
Total 30 100
News Paper
3) Respondent Study Information
No. Education No. Of ReaderPercentage
1 S.S.C 10 3.33
2 H.S.C 4 13.33
3 Diploma 3 10
4 Graduate 8 26.67
5 Master 4 13.33
6 P.H.D 1 3.33
Total 30 100
1 2 3 4 5 6 Total
0
20
40
60
80
100
120
EducationNo. Of ReaderPercentage
This graph and table shows based on the study information of
respondent that 3.33 % S.S.C student of our sample size is highest readers.
26.67% GRADUTE, 13.33% H.S.C, 13.33% MASTER, 10% DIPLOMA,
3.33 % P.H.D.
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4) Profession
1 2 3
0
10
20
30
40
50
60
News-paperNo. Of ReadersPercentage
This graph and table shows based on the the profession information of
respondent that
33.33% respondent is doing service, 53.33 % are students,
6.67% are businessman, 6.67% are doing other activity.
42
No. Profession
No. Of Reader
Percentage
1 Service 10 33.33
2 Buisness 2 6.67
3 Student 16 53.33
4 Other 2 6.67
Total 30 100
News Paper
5) How often you read it?
No. Of Respondent
YesNoTotal
This graph and table shows based on the the regularity of reading newspaper
of respondent that 93.33% are regular reader of newspaper. Only 6.67% is not
reading newspaper regularly.
43
No. Of Respondent Percentage
Yes 28 93.33
No 2 6.67
Total 30 100
News Paper
6) Which language you prefer to read news paper ?
No. Language No. of readers Percentage
1 English 8 26.67
2 Hindi 3 10
3 Gujarati 18 60
4 Other 1 3.33
Total 30 100
English Hindi Gujarati Other Total1 2 3 4
0
20
40
60
80
100
120
No. of readersPercentage
This graph and table shows based on the newspaper reading of respondents
that 60% reader are from gujarati news paper which is showing highest readership
among sample size conducted, which shows market leadership in the Guajarati
newspaper, while 26.67% reads English news paper 10% reads Hindi news paper
and 3.33% reads other news paper.
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News Paper
7) Which News-Paper Mostly Do You Read?
No. News-paperNo. Of Readers Percentage
1 Divya Bhaskar 17 56.67
2Gujarat Samachar 10 33.33
3 Sandesh 3 10
TOTAL 30 100
1 2 3 4
0
20
40
60
80
100
120
No.News-paperNo. Of ReadersPercentage
This graph and table shows based on the newspaper reading of respondents
that 56.67% reader are from Divyabhaskar, which is showing highest readership
among sample size conducted, which shows market leadership in the gujarati
newspaper,
While Gujarat samachar 33.33 % readers, Sandesh 10% readers.
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8) What Do You Read
Mainly In Newspapers?
46
No. News ContentNo.Of Readers Pecentage
1 News Headline 6 202 Whole News 3 103 Horoscope 4 13.334 Appointment 3 105 Buisness News 2 6.676 Advertise 2 6.677 Sports 3 108 Materimonial 3 109 Shrandhanjali 1 3.3310 Besnu 2 6.6711 Court Notice 1 3.33
12 Film Cinema 30 100
News Paper
New
s Hea
dlin
e
Who
le N
ews
Horo
scop
e
Appo
intm
ent
Buisn
ess N
ews
Adve
rtise
Spor
ts
Mat
erim
onia
l
Shra
ndha
njal
i
Besn
u
Cour
t Noti
ce
Film
Cin
ema
1 2 3 4 5 6 7 8 9 10 11 12
0
20
40
60
80
100
120
No.Of ReadersPecentage
This graph and table shows based on the newspaper contents in
which readers are mostly interested that shows 20% are reading news headline,
10% are reading whole news,10% are reading sports news,59.6% are reading film
cinema,13.33% are reading horoscope, 6.67% are reading businessnews,6.67% are
reading advertisement, 10% are reading appointment,10% are reading matrimonial,
6.67% are reading besnu,3.33% are reading court notice,3.33% are reading
shradhanjali, We can say that readers are mostly interested in news headline, whole
news, sports, and film cinema. They are less interested in shradhanjali , court notice.
9) From Which Type Of published News Do You Read?
No. Type Of News No. Of Readers Percentage
1 Local 18 60
2 National 7 23.33
3 International 5 16.67
Total 30 100
47
News Paper
No. Of Readers
1 Divya Bhaskar2 Gujarat Samachar3 Sandesh TOTAL
This graph and table shows based on the newspaper publication that readers
are more interested in local news figure shows 60% then national news figure shows
23.33%,and international news figure shows 16.67%. Those prefer to read news
from hometown that is local some is interested in the news from national and
international.
10) Which Kind Of News Are You Interested?
No. News ContentNo.Of Readers Pecentage
1 Art & Culture 3 102 Politics 2 6.67
3Science & Technology 1 3.33
4Health & Guideline 4 13.33
5 Crime 3 106 Celebrities 1 3.337 Coulumist 2 6.67
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News Paper
Coulum8 Election Result 3 10
9Buisness & Economic 3 10
10Social Development 7 23.33
11 Sports 1 3.33Total 30 100
Art &
Cul
ture
Politi
cs
Scie
nce
& T
echn
olog
y
Heal
th &
Gui
delin
e
Crim
e
Cele
briti
es
Coul
umist
Cou
lum
Elec
tion
Resu
lt
Buisn
ess &
Eco
nom
ic
Socia
l Dev
elop
men
t
Spor
ts
Tota
l
1 2 3 4 5 6 7 8 9 10 11
0
20
40
60
80
100
120
No.Of ReadersPecentage
This graph and table shows based on the newspaper contents in which readers are
mostly interested that shows 23.33% are interested in the news about social development,
13.33% are interested in news about health and guideline,3.33% are interested in news
about sports,10% are interested in news about art and culture,6.67% are interested in news
about politics,3.33% are interested in news about science and technology,10% are
interested in news about business and economic,3.33% are interested in news about
celebrities ,10% are interested in news about crime ,10% are interested in news about
election result. We can say that readers are more interested in social development, health
guideline, sports and art& culture.
11) Why Do You Prefer to Read News-paper in Early Morning?
No. Reason No. Of reader Percentage1 For new news 18 602 For Knowledge 9 303 Time Pass 2 6.674 For besna
information1 3.33
Total 30 100
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News Paper
For n
ew n
ews
For K
now
ledg
e
Tim
e Pa
ss
For b
esna
info
rmati
on
Tota
l
1 2 3 4
0
20
40
60
80
100
120
No. Of reader Percentage
This graph and table shows based on the readers newspaper reading
preference in the early morning that mostly readers prefer to read news paper for
knowing new news that is 60%,
30% for knowledge purpose .
6.67% for time pass,
3.33% for besna information.
12) How Much Time Do You Spent For Reading News-paper?
No. Time Spent No.Of Readers Pecentage
1Less Than 10 Minutes 3 10
2 10 to 15 Minutes 15 50
50
News Paper
3 15 to 30 Minutes 8 26.67
430 Minutes to 1 Hour 3 10
5 More than 1 Hour 1 3.33
Total 30 100
Less
Tha
n 10
Min
utes
10 to
15
Min
utes
15 to
30
Min
utes
30 M
inut
es to
1 H
our
Mor
e th
an 1
Hou
r
Tota
l
1 2 3 4 5
0
20
40
60
80
100
120
No.Of Readers Pecentage
This graph and table shows based on the readers newspaper spending time
that 10% are spending 10 to 15 minute which is highest readership time most of
readers are spending.
26.67% are spending for 15 to 30 minute,
10% are spending for 30 minute to 1 hrs .
3.33% are spending for more than 1 hrs.
So we can say that generally reader are spending 10 to 15 minute.
13) Do you send any suggestion of News paper to related office?
No. Sender habit No of sender Percentage
1 Never 12 40
2 Seldom 9 30
3 Sometimes 5 16.67
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News Paper
4 Often 3 10
5 Regularly 1 3.33
Total 30 100
Neve
r
Seld
om
Som
etim
es
Ofte
n
Regu
larly
Tota
l 1 2 3 4 5
0
20
40
60
80
100
120
No of sender Percentage
This graph and table shows based on the readers sending suggestion,
comments related to newspaper to related office. Among conducted sample size
40% are never sending suggestion,
30% are sending seldom,
16.67% are sending sometimes,
10% are sending often,
3.33% is sending regularly.
So that we can say that readers don’t like to send suggestion and comments
regularly.
14 ) Which Newspaper’s writings and layout do you like most?
No. News-paper No. Of Readers Percentage
1 Divya bhaskar 18 60
2Gujarat samachar 9 30
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News Paper
3 Sandesh 3 10
Total 30 100
Divya bhaskar Gujarat samachar
Sandesh Total
1 2 3
0
20
40
60
80
100
120
No. Of Readers Percentage
This graph and table shows based on the readers preference towards layout
of newspaper that
Divyavhaskar is no1 newspaper in terms of lay-out which shows in figure as 60%
which is highest preference in the Gujarati newspaper Then Gujarat samachar that
shows 30% and sandesh shows 10 % lay-out preferences.
15) Are you satisfied with gift given by newspaper industry?
No. Satisfaction No. Of respondent Percentage
1 YES 29 96.67
2 NO 1 3.33
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News Paper
Total 30 100
No. Of respondent
1 YES2 NO2 Total
This graph and table shows based on the readers’ level of satisfaction
after getting gift from news Paper Company. Above chart shows that96.67% are
satisfied with gift given in newspaper. 3.33% are not satisfied with the gift scheme of
newspaper.
16) How much satisfaction do you derive after reading newspaper?
No. Satisfaction No .of reader Percentage
1 Very low 4 13.33
2 Low 6 20
3 High 18 60
4 Very high 2 6.67
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Total 30 100
Very low Low High Very high Total
1 2 3 4
0
10
20
30
40
50
60
No .of reader Percentage
This graph and table shows based on the readers’ level of satisfaction after
reading newspaper that 60% are getting high level of satisfaction ,20% are getting
low level of satisfaction, 6.67% are getting very high level of satisfaction, 13.33%
are getting very low level of satisfaction.So based on above analysis we can say that
reader are generally getting high level of satisfaction after reading newspaper.
5. SWOT ANALYSIS
STRENGTH
Divyabhaskar has got strong brand image and position in the market,
Divyabhaskar is the part of giant bhaskar group which is economically and
politically very sound. So company can encase it for magazine segment
aha! Zindagi and its supplements..
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News Paper
Divyabhaskar Quality of news in terms of writings, lay-out and authenticity
of news is better than any other newspaper, which is proved by
comparative analysis and view of readers.
Divyabhaskar is having advance technological printing press of
newspaper and publishing from 7 Guajarati centers.
Bhaskar group has diversified in other business like textile, job printing, tv
media, information technology, FMCG, education etc.
WEAKNESS
Very less Advertisement, which is affecting in readership?
Readers do not get free gift.
Divyabhaskar is having big circulation problem in the some part of Gujarat
especially in rural area.
Sometimes Divyabhaskar fevers the government of Gujarat so people are
alleging bhaskar as newspaper of BJP.
OPPORTUNITY
Currently company is giving promotional scheme like gift offer to regular
readers, which helps the company to expand the market.
There is huge population having knowledge of English so company can
convert non-readers to readers by advertising or promotional activity.
Divyabhaskar has started DNAMONEY to cover the market share but
direct marketing and promotional activity is needed.
THREAT
In the news paper industry numbers of competitors are increasing like
Gujaratsamachar and sandesh and their attractive marketing strategy.
High competition from Gujarat samachar and sandesh which is affected to
readership of divyabhaskar.
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6. SUGGESTIONS
1. Divyabhaskar should Increase the level of advertisement by hoardings, T.V.
advertisement, direct marketing
2. In the era of competition to be the market leader divyabhaskar is required to
go for interval marketing research so that what reader are expecting from
newspaper can know.
3. Divyabhaskar should put more emphasis on writings, lay-out, authenticity of
news, distribution service of newspaper regularly to readers’ home on a
continuous basis.
4. Divyabhaskar should give bhaskar appointment and requirement as a
separate supplement on the Sunday so that reader can have fulltime to read
appointment news.
5. Company should improve its news favourism towards leading government so
reader trust can be maintained.
7. CONCLUSIONS & RECOMMNENDATIONS
It can be concluded that divyabhaskar has high brand preference of
62% amongst the total sample surveyed.
Our survey concluded that respondents brand perception to any
Gujarati newspaper was in line to divyabhaskar’s brand perception. It
proves that divyabhaskar has been successful at its brand management
strategies.
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Divyabhaskar as a brand closely resembles Mr. Rameshchandra
Agrawal personality attributes and factors like talent, balanced character,
sincere, devoted and reliable.
The paper writing and lay-out with color photo of divyabhaskar
helps identify the brand more easily.
For the sections of preference for divyabhaskar, the respondents
could conclude that 20% are reading news headline,10% are reading
whole news,10% are reading sports news,3.33% are reading film
cinema,13.33% are reading horoscope,6.67% are reading
businessnews,6.67% are reading advertisement,10% are reading
appointment,10% are reading matrimonial,6.67% are reading besnu,4.4%
are reading court notice,3.33% are reading shradhanjali,
We can say that readers are mostly interested in news headline,
whole news, sports, and film cinema. They are less interested in
shradhanjali, court notice.
We can say that readers are mostly interested in news headline,
whole news, sports, and film cinema. They are less interested in
shradhanjali, court notice.
So hence forth divyabhaskar must aim to position itself as a paper of any
of these preferred segments.
23.33% are interested in the news about social development,
13.33% are interested in news about health and guideline,
3.33% are interested in news about sports,
10% are interested in news about art and culture,
6.67% are interested in news about politics
3.33% are interested in news about science and technology
10% are interested in news about business and economic,
3.33% are interested in news about celebrities
10% are interested in news about crime
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News Paper
10% are interested in news about election result.
We can say that readers are more interested in social development, health
guideline, sports and art& culture.
It could be concluded that readers are finding problem of circulation
of paper in the rural area in to that divyabhaskar must work towards more
simplification of its circulation and distribution in to rural area so
newspaper can reach in the early morning.
The survey proves that most of the respondents are not sending
any suggestion, comments and offeringto newspaper office it means
never.
Brand equity has been rated as a n excellent supplementary. This
would help divyabhaskar for further sub-brand extensions of which brand
equity As DNAMONEY already exists.
Far as cost is concerned, respondents are generally getting high
level of satisfaction after spending money on divyabhaskar newspaper.
Most of the respondents prefer reading divyabhaskar in morning for
knowing new news then for knowledge and less for time pass. This could
help us define a more effective marketing and media strategy.
Based on competitive rankings, divyabhaskar stands at a strong
threat from Guajarati newspapers, gujaratsamachar and sandesh. But
actually this was quite contradictory when the actual sales and market
share were compared, as divyabhaskar had lead in the market share as
compared to its nearest competitor and was an unchallenged market
leader too.
The respondents are looking towards spending 10 to 15 minute as
enough time for reading newspaper some are spending 15 to 30 minutes.
Most The respondents are satisfied with gift given in newspaper some are
less satisfied with the gift coming in newspaper.
A media campaign for the marketing and promotion of
divyabhaskar seems that none of the specific media segments emerges
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out to be a clear winner and therefore the company must seriously think
about promotion mix.
Divyabhaskar has launched DNAMONEY North American edition
on the net so reader can accessed the e-copy or digital newspaper.
8. BIBLIOGRAPHY1. Television
a. www.news paper.com
2. Ececutive diary of Divyabhaskar
3. Divyabhaskar office literature
4. Research methodology by C.R.kothari
5. Internet
6. www. Googal. Com. 7. Management ideas in action8. Pramod batra9. Deepak mahendru
10. Research methodology
- C. R. Kothari11.Philip, Kotler.
- “marketing management”,
12.Rajendra Nargundkar,
- “Market research text and cases”
QUESTIONNAIRE
1.Full Name: ________________________________
2. Gender: Male Female
3. Education: S.S.C H.S.C Graduate
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News Paper
P.H.D Diploma Master
4. Occupation: Service Business
Student Other
5. Do you read newspaper regularly?
Yes No
6.Which language you prefer to read news paper?
English Hindi
Gujarati Other
7. Which Gujarati newspaper mostly do you read?
Divyabhaskar Gujarat samachar Sandesh
10. What do you read mainly in newspaper?
News headline Business news Shradhanjali
Whole News Advertisement Besnu
Horoscope Sports Court notice
Appointment Matrimonial Film cinema
11. In which news do you have interest?
Local National International
12. In which kind of news do you have interest?
Art & culture Crime Business & Economic
Politics Celebrities Social development
Science & technology Columnist column Sports
Health guideline Election result
13. Why do you prefer to read newspaper in the early morning?
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News Paper
For new news For Time passes
For knowledge For Besna information
14. How much time do you spent for reading news paper?
Less then 10 minute 15 to 30 minutes More Than 1 hr
10 to 15 minutes 30 minutes to 1 hr
15. Do you send any suggestion and any comments of newspaper to related
office?
Never Sometimes Regularly
Seldom Often
16. Which news paper writings and lay-out do you like most?
Divyabhaskar Gujarat samachar Sandesh
17. How much satisfaction do you derive after reading newspaper?
Very less High
Less Very high
18. Are satisfied with Gift and Gift scheme given by Newspaper Company?
Yes No
19. How much satisfaction do you get on the Money spent by you on newspaper?
Very less High
Less Very high
62