PROJECT REPORT

ON
STUDY OF CONSUMER BUYING BEHAVIOUR
OF AMAR UJALA
AT DEHRADUN
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE
BACHELORS DEGREE IN BUSINESS ADMINISTRATION OF HEMWANTI NANDAN
BAHUGUNGA GARHWAL UNIVERSITY, SRINAGAR
SUBMITTED T O

INTERNAL GUIDE
Name- Miss Parul Joshi

EXTERNAL GUIDE
Name- Mr. Bhutani

Designation- Asst.Prof
Dehradun

Company Name -Amar Ujala

Location Dehradun
SUBMITTED BY:

ROHIT MALI
INSTITUTE OF MANAGEMENT AND TECHNOLOGY
DEHRADUN
BATCH 2009-12

ACKNOWLEDGEMENT
The last two months with AMAR UJALA has been full of learning and sense of
contribution toward the organization. I would like to thank AMARUJALA for
giving me an opportunity of learning and contributing through this project. I

would like to thanks all the people who knowingly and unknowingly supported
me in my endeavour.
As the student of ITM COLLEGE DEHRADUN, I would first of all like to
express my gratitude to Mr.Bhutani for assigning me such a topic STUDY OF
CONSUMER BUYING BEHAVIOUR to work upon inAMAR UJALA.
During the actual project work, Miss Parul Goel (Project Guide) has been a
source of inspiration through her constant guidance; personal interest;
encouragement and help. I convey my sincere thanks to her in project .I am also
grateful to her for responding confidence in my abilities and giving me the
freedom to work on my project. The project couldnt have been completed
without timely and vital help of other office staff. Special thanks to Mr. Jaypal
for their invaluable guidance, keen interest,co-operation, inspiration and of
coursemoral support through my project session.

[ROHIT MALI]

CERTIFICATE

This is to certify that ROHITMALI an B.B.A student of ITM College

Dehradun has undergone a summer internship in AMAR UJALA.Under the title
STUDY OF CONSUMER BUYING BEHAVIOUR OF AMAR UJALA AT
DEHRADUN.He has successfully completed his project work in partial
fulfilment

for

the

award

of

BACHELORS

OF

BUSINESS

ADMINISTRATION.
This report is the record of the students own effort your able supervision and
guidance.

Miss. Parul Goel

(Internal Guide)
Date: .......................
Place: Dehradun

DECLARATION

This is to declare that the project STUDY OF CONSUMER BUYING

BEHAVIOUR is entirely genuine work done by me without copying any
material from any available source. It is authentic effort put in by me.

ROHIT MALI

LIST OF CONTENTS
Objective of the study..................................................................7
Introduction................................................................................8
Research Methodology..............................................................41
Analysis.........................................................................44
Finding......................................................56
Recommendations..........................................................58
Conclusion...............................................................64
Bibliography or References....................................................65

OBJECTIVE OF STUDY
Understand the development of the marketing concept.
Define customer value, satisfaction, and retention.
Exploring the link between marketing and Customer orientation.
Identify the major factors that influence a consumers purchase decision
and behavior.

About AMAR UJALA

The foundation of AMAR UJALA was laid down by: Late Shri Dori Lal
Agarwal and Late Shri Murari Lal Maheswari on 18th of April 1948, In Agra
AmarUjala was launched on the 18th of April 1948 from Agra, as a 4page
newspaper with a circulation of 2576 copies with an objective of promoting
social awakening and introducing a feeling of responsibility among the citizens
of a recently independent India. In keeping with these objectives that the
publishers had set for themselves, the kind of news published was basically
revolving around political and social issues and crime.
Starting from that modest beginning, 20 years later Amar Ujala achieved a
circulation of 20,000 copies and was servicing over 14districts in Western Uttar
Pradesh. Growing slowly, but steadily, the turn of the century saw Amar Ujala
as one of the top 3 dailies of India. Not only has the newspaper shed the barriers
of EASTERN Uttarakhand and spread itself across the entire state, but has also
ventured into other neighbouring states.

Today, Amar Ujala has a staggering circulation of over1,600,00

copies and a readership of over 3 million inUttar Pradesh
andUttaranchalalone.Additionally Amar Ujala is now also a
leading newspaper in Chandigarh, Punjab, Haryana, Himachal
Pradesh and Jammu & Kashmir.
Currently Amar Ujala publishes a16 page daily issue with more
color pages in every edition. In addition to this, Amar Ujalaalso
has in offering for readersthree color magazines,namely:

A) CAREER

AND

EDUCATION

B) RUPAYAN- AAPKI

PERSONAL FRIEND.

FOR WOMAN EVERY

C) SUNDAY

ANAND

A YOUTH MAGAZINE EVERY WEDNESDAY.

AN

ALL NEW WEEKLY MAGAZINE

FRIDAY.
BOLE TO

DIRECT BOLLYWOOD

NEW LOOK FILM MAGAZINE EVERY

SE

COMPLETELY

SUNDEY.

In addition to this Amar ujala also publishes AMAR UJALA YUWAN,

which is been targeted for youth is a weekly newspaper price is Re 5/- news
paper.

Not ever deviating from the objectives with which the newspaper was
originally started, even today Amar Ujala continues to be a completely unbiased
newspaper with a thrust on political and current events and developments in all
fields across the nation and beyond. Over the years, a lot has changed in Amar
Ujala. Using the latest state of the art technology and equipment, Amar Ujala is
now being printed from 18 editions.

Also in keeping with today's fast paced life, all printing

centers are connected by latest technology to enhance speed of news
dissemination. Also in keeping with today's fast paced life, all printing
centersare connected by V-sat technology to enhance speed of news
dissemination.To ensure quality of material and content, Amar Ujalahas a
regular membership with AFP and AP.The latest photographs arethere fore
part of every edition. Amar Ujala has grown dramatically and has evolved
with the changing times. The newspaper is known for some ground breaking

journal even in today's cut throat competition; Amar Ujala is still selling
Authenticity, Honesty and Trust.

The group is now headed by Mr. Ashok Agarwal, ChiefEditor

who provides the able guidance to the whole organization.
In the year 2008 Amar Ujala has completed 60 glorious years of success.
The noteworthy performance of the organization in the last sixty years is
due to the dedication and cooperation of the members of Amar Ujala by which
this group is continuously working towards serving the society.

10

Some Important Journalists writing for Amar Ujala

1.
2.
3.
4.
5.
6.
7.

Shashi Shekhar: Group Editor, Amar Ujala.

Dr.Alok Puranik: Teaches Commerce at Delhi University.
Prof. Pushpesh Pant: Prof. International Diplomacy, JNU.
Devendra Sharma: Expert on Agriculture and Food police Analyst.
Harvansh Dikshit: Reader in Law, Moradabad.
Rajnath Singh Surya: Ex MP and Senior Journalist.
Prof. Batrohi: Eminent writer and Director, Mahadevi Verma SrijanPeeth,

Nainital.
8. Subhash Dhuliya: Professor and Head, Communications Deptt, IGNOU.
9. Kumar Prashant: Senior Journalist and Sarvoday Activist.
10.SundarLal Bahuguna: Famous Chipko Leader and Environmentalist.
11. G i r i r a j K i s h o r : E m i n e n t N o v e l i s t a n d f o r me r p r o f e s s o r, I I T,
Kanpur.
1 2 . U p e n d r a P r a s a d : S r. E c o n o mi c J o u r n a l i s t a n d E x . R e s i d e n t
Editor Nav Bharat Times, Patna.

11

With their hard work and motivation, Amar Ujala has expanded further and
started its next publication from different cities accordingly:

AGRA
BAREILLY
MEERUT
MORADABAD
KANPUR
DEHRADUN
ALLAHABAD
JHANSI
CHANDIGARH
VARANASI
JALANDHAR
NEW DELHI
NANITAL
JAMMU
DHARMSHALA
ALIGARH
GORAKHPUR

12

PRESENT SCENARIO

Today AMAR UJALA is one of the leading Hindi news-paper in

UTTRAKHAND with the opening of new publishing centres in subsequent
years it has reached in every part of the state and is continuously stretching its
arms to cover more and more area.
It has its business offices in:
MUMBAI
NEW DELHI
BANGALORE
CALCUTTA
AGRA
MEERUT
INDORE
JAIPUR
LUCKNOW
BAREILLY
MORADABAD
KANPUR
ALLAHABAD
ALIGARH

13

 DEHRADUN
JHANSI

REPRESENTATIVE OFFICES OF Amar Ujala are located at

AHEMADABAD
CHANDIGARH
HYDERABAD
CHENNAI
PUNE

AMAR UJALA DEHRADUN

Amar ujala , Dehradun covers these places:

1.
2.
3.
4.
5.
6.
7.
8.

Dehradun
Uttarkashi
Rudraprayag
Kotdwar
Haridwar
Roorkee
Vikasnagar
Tehri
14

Amar Ujala contains the news for the various tastes of individuals as
political,sports, financial, career and has exorbitant local news. With the fast
changing trends of publication, Amar Ujala has also changed its style and
started performing various promotional activities to cope the competition. After
dominating the Western Uttar Pradesh now it is emerging as a leader in Central
Uttar Pradesh and also extending in Eastern Uttarakhand.

15

Department-Wise Description of AMAR UJALA, Dehradun

THE PROCESS OF GROUPING THE VARIOUS ACTIVITIES IS

KNOWN AS DEPARTMENTATION.

The basic need of departmentation arises because of specialization of work and

the limitation on the number of subordinate that can be directly controlled by
the head of the department. Amar Ujala follows the most prevalent basic of
departmentation in newspaper i.e. departmentation on functional basis. The
various basic departments functioning at Amar Ujala Bareilly areas follow:

Personnel & HRM Department

Accounts Department
Advertising Department
Circulation Department
Editorial newspaper Department
Production &Administration Department

16

All of these departments are headed by very qualified and experienced

managers. All the above departments perform their work individually as well as
in coordination and cooperation with each other to bring out the best results
possible.
Heads of the Department, Dehradun
1. Personnel & HRM department.
2. Accounts Department.
3. Advertising Department.
4.Circulation Department.
5. Editorial News Department.
6. Production Department.

17

Personnel & HRM department

May you have all the assets, money, infrastructure, machines, procedures but
these are the people who make the organization working.

Of all the factors of production, man is by far the most important factor. In fact
the success of every business enterprise is dependent on its human element. The
personnel and HRM department is concerned with the managerial and operative
function a view to attaining the organizational goals effectively , efficiently and
economically and meeting the social and individual goals.
In AMAR Ujala, this department performs all those activities which helps the
management in getting and consolidating the work done in best possible manner
from the persons at different hierarchical levels and from different departments
to make sure that all the work done separately by them should be in
organizations benefit. Thus it considers all the problems of people at work i.e.
economical, social, psychological and political problems.
Functions performed by the department: Recruitment and maintenance of the
employees, training arrangement, job analysis and job description, grievance
handling, disciplinary action and employees welfare.
A square is best fit in a square pack only not in a circle
I.e. the right person at right place to do right work with right power in a right
manner and in minimum time.

18

Is the best possible way of an organization to grow and develop

and to ensure that all the inputs are optimally utilized .This
department conducts following welfare schemes for Amar Ujala
employees:
Employee Provident Fund

Employee Family Pension Scheme

Employee Group Insurance Scheme

Payment of Gratuity

Loan Schemes

Medical Facilities

Leave Allowance Along with this , department also holds responsibility to see
that the efficiency is maintained in the organization and each department
understands the close relationship it has with all the other departments and also
each department performs their work individually as well as work in
coordination with other departments for the best results.

19

Accounts Department

Accounts Department is the core of any business organization. This department

presents systematic, classified and summarized facts for the information about
organizational financial status and current position. Its main responsibility is to
provide facts for the organizations management body on timely basis so that
they can take timely decisions. In Amar Ujala this department collects financial
records, classify them, calculate them, summarize them and present them in are
required form to the management on timely and regular basis so asto make the
decisions of management more effective and efficient.
Functions Performed by the Department:

Recording of transactions, regularly.

Determining of actual cost of the assets of the organization.
Classification of data, transformation of data into valuable information.
Making information more reliable, more precise, accurate, and timely as

brief as needed.
Budgeting and forecasting. At Amar Ujala, dehradun this department
keeps records of following details:
Profit and Loss Account and Balance Sheet.
Office and Administrative Department Expenses.
Building Maintenance and service Expenses.
Additional Expenses.
General Expenses.
Advertising Expenses.
Advertising revenue and Circulation Expenses.
Payrolls and Salaries

Advertising Department

20

This department is the life blood of any newspaper like AMARUJALA. At

present when tempo of our thinking and way of our life in general becomes
faster, technological, economic and social values are changing, the advertising
department of Amar Ujala is serving the society as well as the organization by
providing more effectiveservices and increasing the advertising volume. the cost
of one copy of Amar Ujala newspaper starting from collecting of news, then
editing, after that printing, transporting to the agencies to hawker and then to
final customer i.e. reader comes to be approx Rs. 10/- .But due to tough
competition any newspaper cannot charge that much from its customers and
without profit any organization cannot run for long.
So all the differences between charged money and cost price plus profit
of shareholders plus salary of employees all comes from these advertisements.
This departmen5t has smoothly organized sales staff because it has to maintain
contacts with local merchants, merchants, dealers, business firms and service
institution as their perspective customers. To accomplish the above objectives, a
team effort is being done under the very effective supervision, energetic and
result oriented sales force has been continuously working to maintain contacts
with different types of perspective and potential advertiser. Equal importance is
given to a big as well as small advertiser.

Functions Performed by the Department

21

1. Receiving advertisement from local, nationals and international

advertisers either directly or through some representatives agencies.
2. Scheduling of advertisements at different specified space in the news
paper on due dates.
3. Issuing bill to the advertisers either directly or through the advertising
agencies.
4. Calculation of commissions and discounts at the time of actual receiving
of payments.
5. Maintaining the full records of revenue received, publication of
advertisement and issuing reminder in case of delays. From the above
description we can conclude that this department of Amar

Ujala

performs its job inside as well as outside the organization in the market.

Circulation Department

22

Circulation is the backbone of any newspaper industry. Without it the

newspaper will not get advertisements and without advertisements it would be
difficult for any newspaper to survive. To perform its main functions like
selling, delivering and collecting duties effectively, the circulation division is
split into several units. The largest is the group that handles the city circulation.
To make Amar Ujalas welcome daily news paper in every home is at ask that
requires careful supervision and circulation, sufficient staff and hard work. In
Amar Ujala hundred of carriers and employees are used for distribution, while
many serve as sales person. For the purpose of extending influence of
newspaper, as far as possible into the surrounding, towns Amar Ujala, Bareilly
has good circulation division to obtain subscribers in other towns too.
AmarUjala, Bareilly contains different Daks, which covers five districts
of Rohilkhand Region. These regions are:
i.
ii.
iii.
iv.
v.
vi.
vii.
viii.

Dehradun
Uttarkashi
Rudraprayag
Kotdwar
Haridwar
Roorkee
Vikasnagar
Tehri

23

PRESAGNHWKCUTOM
To achieve the objective

News Paper must be their way while the news is still fresh

Several taxis and three-wheelers are used by Amar Ujala. The distribution
channel adopted by Amar Ujalas Circulation Department in local is:

Functions Performed by the Department

24

Different functions performed by this department are:

Dispatching of newspaper deciding about mode of distribution and
transportation.
Finding the cheapest and fastest mode of transportation but must be a reliable
and daily service provider.
Deciding about commission of hawkers and agents.
Evaluation of working of newspapers circulation agencies etc.
This department also has a field force to help in touch with the change in
subscribers habit, taste and requirements.

Editorial News Department

25

All reading material (i.e. everything except advertising) is assembled in the

editorial department. Amar Ujalas Editorial news department consists of five
sub departments which are as follows:
1. News Room
All general news are either prepared or processed in newsroom. It is a place for
writing news by reporters. The international, national and state news is brought
in by wire for editing either by hand or through electronic editing terminal e.g.
Cathode Ray Tube (CRT), Video Display Terminal (VDT), fax System and
computers. This room is a busy place from early in the day until press time, the
intensity increases as the deadline for copy approaches.
2. Copy Desk
Located in the news room but almost a separate division is the copy desk, where
the stories turned in by reporters and checked by the city editor, are examined
by experienced copy readers. These experienced persons eliminate unnecessary
and inappropriate words and phrases, correct spellings and punctuations, check
facts, indicate paragraph and write headlines.
3. Editorial Room
It is the section where editor of the editorial pages and the editorial writers
handle the material that goes on the editorial page including feature stories,
book reviews and letters from readers. They write the editorial comments
reflecting the newspapers opinion on important issues.

4. Picture Division
26

Amar Ujala dehradun has a good staff of photographers who either receive
assignments from the editor or use their own wisdom to take photographs of
important events. This section works closely with the news room. It has
sufficient space for dark room.
5.Library
Amar Ujala, Bareilly has a very rich library. It is full of old documents,
cassettes, floppies, encyclopaedias of different fields, up to date dictionary,
reference magazines and trade journals. The library contains material that is
considered dead copy but may be used again to background or fill out
current stories. It also has file of other newspapers, which are competitors.
Besides above there are different national and international news agencies such
as UNI, PTI, Bhasha and Varta which transmits news to Amar Ujala. Other
sources of news are local bureau and reporters.

PRODUCTION DEPARTMENT
27

Production can be called the core activity of business

This is true in case of Amar Ujala too. If production is stopped then there will
be no use of purchase, sales and other departments. Production Department of
Amar Ujala is concerned with the production of newspaper. At Amar Ujala,
dehradun, newer Cold Type or photo Type process is used. Its main sections
are:
1. Data Processing / Plate Composing
The addition of computer to newspaper operations has necessitated the
development of an entirely new section Data Processing Section. This section
also deals with the composing of the processed matter. Composing is done on
terminals feeding directly into the computer. Advertisements are composed and
assembled by similar means and duplicated in photo proofs or the equivalent for
the advertiser to approve. Different softwares used here are:
Windows
Ventura
Gem
PageMaker
Akshar, etc.
2. Camera
In this department negative of the composed material are prepared and with the
help of latest camera positives are made.
28

3. Plate Making
The page of which negative has been prepared is then transferred on a plate
make- up of aluminium by applying a chemical on it and passing it through the
various steps. The number of pages per plate is determined by the size of the
press.
4. Press Work / Machine Room
In this section a multi speed Web Offset Printing machine with brand name
ORIENT SUPER is installed and its capacity of printing is 30,000 copies per
hour. The machine is used for black & white as well as colour printing plate.
Griming machine and Weighing machine are also installed here. From the above
description we can conclude that this department works around the clock to
achieve the production target.

29

HIERARCHIAL ARRANGEMENT

DIRECTOR
GENERAL MANAGER
ASSISTANT GENERAL MANAGER
CHIEF MANAGER
SENIOR MANAGER
MANAGER
DEPUTY MANAGER
ASSISTANT MANAGER
SENIOR OFFICER
OFFICER EXECUTIVE

30

SWOT ANALYSIS

STRENGTHS
Old and reputed firm
V Satellite Link
Strong Distribution Network
Unbiased Editorial Reporting
Efficient Advertisement Department
Best in Local News
Two - Supplements in a Week
Good Printing Quality
Latest and Cost Efficient Production Techniques
Client Servicing
Performs various promotional activities Time To Time
Brand loyal Customers and Advertisers

WEAKNESSES

31

 Limited International News

Faces Political Differences
Limited Business News
Inappropriate Employment and Carrier Information

32

OPPURTUNITIES
Scope for market expansion in the WESTERN,

CENTRAL

& EASTERN UTTAR PRADESH.

Can also receive more local advertisements.
Circulation activities can be increased.
Give more attention to dissatisfied and unhappy customers so that, they
can become brand loyal.

THREATS

Vast competition in publishing styles, techniques and procedures.

Launching of other newspaper from different parts of Uttarakhand can
make competition tough.

33

CONSUMER BEHAVIOUR

The study of individuals, groups, or organizations and the processes they

use to select, secure, and dispose of products, services, experiences, or ideas to
satisfy needs and the impacts that these processes have on the consumer and
society.
It
blends
elements
from
psychology,
sociology, social anthropology and economics. It attempts to understand the
buyer decision making process, both individually and in groups. It studies
characteristics of individual consumers such as demographics and behavioural
variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference
groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with
the customer playing the three distinct roles of user, payer and buyer. Research
has shown that consumer behaviour is difficult to predict, even for experts in the
field. Relationship marketing is an influential asset for customer behaviour
analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or
buyer. A greater importance is also placed on consumer retention, customer
relationship management, personalisation, customisation and one-to-one
marketing. Social functions can be categorized into social choice and welfare
functions.
Each method for vote counting is assumed as social function but
if Arrows possibility theorem is used for a social function, social welfare
function is achieved. Some specifications of the social functions are
decisiveness, neutrality, anonymity, monotonicity , unanimity, homogeneity and
weak and strong Pareto optimality. No social choice function meets these
requirements in an ordinal scale simultaneously. The most important
characteristic of a social function is identification of the interactive effect of
alternatives and creating a logical relation with the ranks. Marketing provides
services in order to satisfy customers. With that in mind, the productive system
is considered from its beginning at the production level, to the end of the cycle,
the consumer.

34

Consumer
INTRODUCTION OF THE STUDY

The job of marketer is to meet and satisfy target customers needs and wants but knowing
customer" is not a simple task. Understanding the buying behaviour of the target market for
its company products is the essential task for the marketing dept. The job of the marketers is
to think customer and to guide the company into developing offers, which are meaningful
and attractive to target customers and creating solutions that deliver satisfaction to the
customers, profits to customer and benefits to the stakeholders.

CONSUMER BUYING ROLES

In the consumer buying there are different buying roles; i.e.
Initiator: -- A Person who first suggest the idea of buying.
Influencer: - A Person who influence the buying decision.
Decider: - A Person who takes decisions regarding buying
Buyer: - A Person who actually buys the products.
User: - A Person who is the user of the product.

35

TYPES OF BUYING BEHAVIOR

There is a great difference between the purchasing of a computer and a car.
Buying decisions making varies with the type of buying decision. The types of
buying behavior divided are separately divided as per of consumer and business
buying.
TYPES OF CONSUMER BUYING BEHAVIOR
This is to be extensively divided in four types: 1. Complex Buying Behavior: -- when the consumer are highly involved in the
purchase and aware of significant differences among brands.
2. Dissonance Reducing Buying Behavior: -- when the consumer are highly
involved in the purchase but sees little differences among brands.
3. Habitual Buying Behavior: -- when the consumer are low involved in the
purchase but sees absence of aware of differences among brands.
4. Variety Seeking Buying Behavior: -- when the consumer are low involved in
the purchase but sees significant of differences among brands.

36

Buyer decision processes

Buyer decision processes are the decision making processes undertaken by consumers in
regard to a potential market transaction before, during, and after the purchase of
a product or service.
More generally, decision making is the cognitive process of selecting a course of action from
among multiple alternatives. Common examples include shopping and deciding what to eat.
Decision making is said to be a psychological construct. This means that although we can
never "see" a decision, we can infer from observable behaviour that a decision has been
made. Therefore we conclude that a psychological event that we call "decision making" has
occurred. It is a construction that imputes commitment to action. That is, based on observable
actions, we assume that people have made a commitment to effect the action.
In general there are three ways of analysing consumer buying decisions. They are:

Economic models - These models are largely quantitative and are based on the assumptions of
rationality and near perfect knowledge. The consumer is seen to maximize their utility.
See consumer theory. Game theory can also be used in some circumstances.

Psychological models - These models concentrate on psychological and cognitive processes

such as motivation and need recognition. They are qualitative rather than quantitative and build
on sociological factors like cultural influences and family influences.

Consumer behaviour models - These are practical models used by marketers. They typically
blend both economic and psychological models.

There are 5 stages which a consumer often goes through when he/she around their Purchase.
These stages also exist because of normal human psychology.
These 5 stages are :

Problem/Need Recognition- This is in general the first stage in which the consumer
recognizes that what essentially is the problem or need and hence accordingly a consumer can
identify the product or kind of product which would be required by the consumer. Page text. [1]

Information Search- In information search, the consumer searches about the product which
would satisfy the need which has been recognized by the consumer in the stage previous to this
one.[1]

37

Evaluation of Alternatives - In this stage, the consumer evaluates the different alternatives
which the consumer comes across, when the consumer was searching for information. Generally
in the information search the consumer comes across quite a few products and thus now the
consumer has to evaluate and understand which product would be properly suited for the
consumer.[1]

Purchase-After the consumer has evaluated all the options and would be having the intention
to buy any product, there could be now only two things which might just change the decision of
the consumer of buying the product that is what the other peers of the consumer think of the
product and any unforeseen circumstances. Unforeseen circumstances for example in this case
could be financial losses which led to not buying of the product. [1]

Post Purchase Behavior-After the purchase the consumer might just go through post purchase
dissonance in which the consumer feels that buying the other product would be better. But a
company should really take care of it, taking care of post purchase dissonance doesn't only spread
good words for the product but also increases the chance of frequent repurchase. [1]

Nobel laureate Herbert A. Simon sees economic decision making as a vain attempt to be
rational. He claims (in 1947 and 1957) that if a complete analysis is to be done, a decision
will be immensely complex. He also says that peoples' information processing ability is very
limited. The assumption of a perfectly rational economic actor is unrealistic. Often we are
influenced by emotional and non-rational considerations. When we try to be rational we are at
best only partially successful.

38

RESEARH METHODOLOGY
MEANING OF RESEARCH

A research is a careful investigation or enquiry, especially through search for

new facts in any branch of knowledge. It is a systemized effort to gain more
knowledge.
Research methodology is a way to systematically solve the research problem. It
includes not only the research methods, but also the logic behind the methods
The methods of research used in this project were as follows:Analytical Research
Applied Research
ANALYTICAL RESEARCH
In analytical research the researcher has to use the facts already available, and
analyse these to make the critical evaluation of the material.
In this project I have used many raw data from the various sources and analysed
it for underlying trends.
APPLIED RESEARCH
Applied Research aims at finding a solution for an immediate problem.
Research aimed at certain conclusions (say a solution)facing a concrete social or
business problem is an example of applied research. Thus the central aim of
applied research is to find a solution for some pressing practical problem. In this
project, in the last section, by means of assumptions I have found the feasibility
of a project that organization means to undertake. the analysis of the trends
followed by the mutual funds was ANALYTICAL RESEARCH.
39

OBJECTIVE OF RESEAECH METHODOLOGY

It intends, verifies or correct knowledge.
It enables us to have a better understanding of the world.
It aids in purposive planning.
Research initiates, formulates, deflects and clarifies theories.
METHODS OF DATA COLLECTION
Data is primarily of two kinds.
1.Primary data.
INTERVIEWING
It is the most commonly used method of data collection. It is is two ways
purposive communication between interviewer and the respondent aimed at
obtaining and recording information pertinent to the subject matter of the study.
2.Secondary data
Secondary data may be defined as a data that has been collected earlier for some
purpose
Other than the purpose of the present study. any data that is available to the
prior commencement of the research project is secondary data and it is called
historic data.
USES OF SECONDARY DATA
It acts as a reference for the present study.
The secondary data can be the useful benchmark on which the finding of the
study can be tasted.

40

At times it may be the only source of data.

SOURCES OF SECONDARY DATA
1.Published sources
2.Unpublishedsource

DATA COLLECTION METHODS CAN BE CLASSIFIED AS FOLLOWS

Observations
Interviewing
Experimentation
Simulations
Projective techniques
IN THIS PROJECTS THE TWO METHODS OF COLLECTION WERE
USED
1.Interviewing
2.Published source of data in the form of fact sheets
RESEARCH DESIGN
Type of Research-Descriptive
Nature of Research-Quantitative
Type of Question-Closed Ended
Type of Questionnaire-Structured
Type of Analysis-Statistical Analysis
41

Analysis and Interpretation

1. Which newspaper do you read?

Newspaper

Percentage of respondent

Dainikjagran

30

Amar ujala

40

Hindustan

20

Other

10

Interpretation
30%respondent for Dainik jagran,40%forAmarujala,20%hindustan,10%for other

Q2.Please chooses your gender?

Gender

Percentage of respondent

Male

60

Female

40

42

Percentage of respondent
70
60
50
Percentage of
respondent

40
30
20
10
0
Male

Female

INTERPRETATION
60% respondent male and 40% is female

Q. 3. Does it have a good paper and good printing

quality?
Quality

Percentage of respondent

yes

40

N0

60

43

Percentage of respondent
70
60
50

Percentage of
respondent

40
30
20
10
0
yes

N0

INTERPRETATION
40% respondent agree and 60%disagree

Q4.How long you will buy a newspaper?

No of years

Percentage of respondent

Less than 6 months

10

6 month to 1 year

18

1 year to 3 year

39

3 year to above

33
44

Q5If there is a nice newspaper with good design with good quality but it is a new brand you
never heard about it, will you buy it?
Subscriber

Percentage of respondent

Yes

44

No

56

Percentage of respondent
60
50
40

Percentage of
respondent

30
20
10
0
Yes

No

45

Q6 Does it have sufficient information regarding you?

SUBSCRIBER

PERCENTAGE OF RESPONDENT

YES

90

NO

10

PERCENTAGE OF RESPONDENT
100
90
80
70
60

% OF RESPONDENT

50
40
30
20
10
0
YES

NO

46

Q7. Decision to subscribe newspaper in FAMILY?

SUBSCRIBER

PERCENTAGE OF RESPONDENTS

HIMSELF/HERSELF

20

SPOUSE

13

WHOLE FAMILY

40

CHILDREN

17

PERCENTAGE OF RESPONDENTS
45
40
35
30
25
20
15
10
5
0

% OF RESPONDENTS

47

48

Q8. Most preferred advertisements:

Advertisement

Percentage of respondent

CLASSIFIED

45

DISPLAY

15

FINANCIAL

25

POLITICAL

15

Percentage of respondent
50
45
40
35
30
25
20
15
10
5
0

Percentage of
respondent

CLASSIFIED

DISPLAY

FINANCIAL

POLITICAL

49

Q9. Is it easily available to you?

Customer

Percentage of respondent

Yes

97

No

Percentage of respondent
80
70
60
50
40
30
20
10
0

Percentage of
respondent

50

51

Q10 Are you satisfied with the price of newspaper?

Customer

Percentage of respondent

Yes

92

No

Percentage of respondent
100
90
80
70
60
50
40
30
20
10
0

Percentage of
respondent

52

Q11.Are you satisfied with schemes/offer provided?

Customer

Yes

No

Percentage of respondent

78

22

Percentage of respondent
90
80
70
60
50
40
30
20
10
0

Percentage of
respondent

53

Q12.If your friend recommends you to buy a new newspaper, Will

you buy?
Friend

Percentage of respondent

Yes

70

No

30

Percentage of respondent
80
70
60
50
40
30
20
10
0

Percentage of
respondent

54

FINDINGS
From the above data analysis and interpretation, following
observations can be made:

Amar Ujala is the most preferred newspaper and

dominates in the market.
While subscribing a newspaper the customer lay
much emphasis on the quality of newspaper than any
other feature.
Majority of customers are brand loyal and they do
not change their preferences easily. Once a paper is
subscribed in their family they prefer to continue for
years to come.
Supplements play a vital role in making preference
towards a newspaper and the most preferred
supplement is that of films.
Generally customers like to read political and local
news at the first instance than any other news in a local
newspaper.
Most of the readers want that a newspaper has to give
much emphasis on educational message which will be
helpful in developing the minds of the people of our
country.
55

Newspaper readers dont give much emphasis on no.

of pages and price of the newspaper. They also dont
like ads contained in the newspaper especially the
lottery section.
The vast development in the electronic media and
due to its vast coverage it has been found that the best
way for sales promotion is by giving the ads on T.V.

56

SUGGESTIONS

First Amar Ujala has to establish its image as an

unbiased neutral newspaper hence to overcome the
political differences faced by it.
Should increase news about new marketing
strategies.
Should increase news about Technological
development.
Company should give gifts like T-shirts, begs,
caps etc. to the daily Amar Ujala readers and
subscribers to promote its sales.
The newspaper should have to increase
international news so that customers wont move
towards English newspaper.
Should increase news about new scientific
inventions.

57

In the Statutory Supplement i.e. of films a new

column should be added that provide information
about top ten Hindi film songs and top ten films.
More information regarding style and patterns
of recent modelling and fashion.
The editorial section should be impressive.
Sale and purchase news such as classified
should be more.
Articles on customer queries regarding legal
issues and help should be included
The information of the different cities should be
included in the newspaper like monuments and
major personalities of the city.
Most respondents demand for employment and
career related information.
List of general household items, services and
goods and their availability in the city should be
published on regular weekly basis along with price
range.
58

Should increase news about Medical

development.
In the newspaper various results of
Engineering, Medical exams different U.P.S.C.
exams should be provided to increase its demand.
In order to create awareness the newspaper
should give the advertisements on T.V. from the
channel of uttrakhand in between various
entertainment programs because it covers whole
area of Uttar Pradesh and also costs lower than the
national channel.
Should give news about the history of the day.
Should increase news about career
opportunities.
A separate column should be there in the
newspaper where continued stories with pictures
shall be printed so that interest can be generated to
children like Phantom, Garth, Tarzan etc.
The company should launch various type of
competition from time to time to increase its sales.
59

 In the inferior places where the newspapers

could not reach on the same day should reach there
on next day at low price.
Rumours and gossips should be avoided and
news must not seem to be biased and prejudiced.
The first page of the newspaper should be
designed in an attractive way than other
newspapers by using picture sand columns so that
the customers who are buying news paper from the
book stalls can be impressed from its first sight.
The company should have to make more efforts
to create awareness about its four supplements in
the inferior areas of cities so that people who do
not subscribe Amar Ujala may come to know
about the features covered by these supplements .It
may lead them to change their preferences.
Besides the suggestions mentioned above some
respondent shave also suggested to add up some
new features for their subscribed newspaper,
which can be discussed as follows:

60

 Problems related with welfare of society and

corruption and their solution be given.
Children and young generation column should
be added.
Hindi used in a newspaper should be easy so
that it can be under stood by everyone.
The newspapers should always stimuli ideas
and add more place in columns for social
development in all spheres of Indian society in the
form of poems, comments and articles irrespective
of their status.
Sometimes news is printed in different manner
to fill the space. This should be avoided because
this will deteriorate the image of the newspaper in
the eyes of the readers.
Due to several adverse circumstances one may
feel a lot of ailments. Therefore wide coverage is
certain to benefit of maximum number of readers.
Weekly in the newspaper the interviews of the
famous personalities of the city and their views
and opinion should be printed so that an idea can
61

be generated which will be helpful in the

development of the city.
Should not charge extra price for supplement.
From the above report it can be concluded that
Amar Ujala is the dominating newspaper in
western parts of Uttar Pradesh and by taking
above mentioned suggestions from respondents it
can enhance its dominance in Eastern and northern
part of Uttar Pradesh also .Amar Ujala had already
given much emphasis on some points but other
points should also be considered and relevant
features should be included in the newspaper.

62

CONCLUSION

First Amar Ujala has to establish its image as an

unbiased neutral newspaper hence to overcome the
political differences faced by it.

Majority of customers are brand loyal and they do not

change their preferences easily. Once a paper is
subscribed in their family they prefer to continue for
years to come.

As the modern age is the age of competition the

newspaper should release a new supplement in
which the relevant information regarding
employment should be contained for e.g. carriers
in Hindustan Times, Ascent in Times of India.

63

BIBLIOGRAPHY
BOOKS REFERRED
C.R. Kothari
Philip kotler

WEBSITES
www.amarujala.com
www.google.com

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