Business line project by raushan singh

NETAJI SUBHAS INSTİTUTE OF BUSINESS MANAGEMENT , POKHARI, JAMSHEDPUR
APPROVED BY AICTE, MİNİSTRY OF HRD, GOVT. OF INDİA
AFFILIATED TO KOLHAN UNIVERSITY, CHAIBASA

SUMMER TRAINING PROJECT REPORT ON
“TO RECOGNIZE THE READER’S VIEWPOINT REGARDING BUSINESS LINE NEWSPAPER
IN LOCALITY OF KOLKATA”

THE HINDU (BUSINESS LINE) PROPRIETORS: KASTURI & SONS LTD, KOLKATA-700001

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF
MASTER IN BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF: UNDER THE SUPERVISION OF:
Prof. S.M. Maitra Mr. Manojit Kar (Sr. Sales officer)
SUBMITTED BY
RAUSHAN KUMAR
UNIVERSITY ROLL NO:-11M BA210043223
UNIVERSITY REGISTRATION NO:-M BA54219/2011
By: RAUSHAN KUMAR MBA 2011-2013 1

Contents
 Declaration from the student
 Certificate from Company
 Certificate from Guide
 Acknowledgement
 Chapter Scheme
 List of Tables
 List of Graphs
 List of Charts
 List of Abbreviations, if any
 Executive Summary

 CHAPTER 01
Introduction

 CHAPTER 02
Research Methodology

 CHAPTER 03
Data Analyses

 CHAPTER 04
Results & Interpretation (findings)

 CHAPTER 05
Limitations of the study

 CHAPTER 06
Conclusions

 CHAPTER 07
Suggestions/Recommendations

 CHAPTER 08
Bibliography

 CHAPTER 09
Annexure

By: RAUSHAN KUMAR 2

Declaration

I, Raushan Kumar, hereby declare that this project titled “TO
RECOGNIZE THE READER’S VIEWPOINT REGARDING BUSINESS LINE
NEWSPAPER IN LOCALITY OF KOLKATA” submitted by me is
exclusively prepared for the fulfillment of Master of Business
Administration degree in Netaji Subhas Institute of Business
Management, Kolkata. I also declare that this report has not been
submitted to any other institution or published any where before. I
take the full responsibility for the authenticity and truthfulness of
the report.

Date:
Place: RAUSHAN KUMAR

By: RAUSHAN KUMAR 3

Company certificate

To whom it may concern

This to certify that Raushan Kumar student of Netaji Subhas Institute of
Business Management successfully completed his 8 weeks summer internship
programme at Business Line. Dated “ 15th May, 2012” to “15th July, 2012” on the
Topic “TO RECOGNIZE THE READER’S VIEWPOINT REGARDING
BUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA”.

We are with him all success in further endeavor.

Thank you,

For

By: RAUSHAN KUMAR 4

Certificate from the Guide

This is to certify that the project report titled “TO
RECOGNIZE
THE READER’S VIEWPOINT REGARDING BUSINESS LINE NEWSPAPER
IN LOCALITY OF KOLKATA” is based on the original project done
by Mr. Raushan Kumar student of Netaji Subhas Institute of
Business Management, Kolkata as a part of summer internship
programme under my guidance. This finds less scope for
duplication and was not submitted for the award of any degree
or diploma from any other university or institution

Date:
Place: Prof. S.M. Maitra
(Asst. Professor (Mkt) N.S.I.B.M.)

By: RAUSHAN KUMAR 5

Acknowledgement

Through this acknowledgement, I express my sincere
gratitude towards all those people who have helped me in
the preparation of this project, which has been learning
experience.

I appreciate the co-operation by the management and staff
of ‘BUSINESS LINE’ for giving me the opportunity to get
trained in their office.

I would like to thank the Faculty Guide: - Prof. Soumya
Moitra and the other Faculty members, the Librarian and
the administrative staff of NSIBM, KOLKATA, for their
support.

Finally, I express my sincere thanks to Mr.Gautam Moitra,
Mr.Rony Gupta, Mr.Manojit kar who guided me through out
the project and gave me Valuable suggestion and
encouragement.

Last but not the least I would like to thank the almighty God
who gave me immense power to complete this Project

Date:
Place:
(RAUSHAN KUMAR)

By: RAUSHAN KUMAR 6

Chapter Scheme Page no

 CHAPTER 01 11-21
 Introduction
o Company Profile 11-20
o Objectives of the study 21

 CHAPTER 02 22-25
 Research Methodology

 CHAPTER 03 26-45
 Data Analyses & Interpretation

 CHAPTER 04 46-49
 Findings & Impliactions

 CHAPTER 05 50-51
 Limitations of the study

 CHAPTER 06 52-55
 Conclusion

 CHAPTER 07 56-58
 Suggestions/Recommendations

 CHAPTER 08 59
 Bibliography

 CHAPTER 09 60-65
 Annexure

By: RAUSHAN KUMAR 7

List of Graphs Page No

1. Showing the readers of Business Newspaper 27
2. Showing readership of different Business newspaper 28
3. Showing the readers of the Business newspaper in a house 29
4. Showing the liking of the readers in a Business newspaper 30
5. Showing attributes of business line first comes in your Mind 31
6. Showing Whether the Font type easy to read 32
7. Showing whether the Front size is attractive 33
8. Showing whether the relevant picture color 34
9. Showing Whether the front page is attractive 35
10. Showing the satisfaction level of Business Line 36
11. Showing the importance of Advertisement for the customers 37
12. Showing whether the news items carry relevant pictures & photos 38
13. Showing whether the readers connect programs and contest 39
14. Showing the satisfaction level of business newspaper regarding supplement
business news 40
15. Showing the satisfaction level regarding Stock Market 41
16. Showing the satisfaction level regarding Mutual fund 42

17. Showing the satisfaction level regarding Agricultural news 43

18. Showing the satisfaction level regarding Banking news 44

19. Showing the satisfaction level regarding corporate news 45

By: RAUSHAN KUMAR 8

List of Tables Page No
15. Showing the readers of Business Newspaper 27
16. Showing readership of different Business newspaper 28
17. Showing the readers of the Business newspaper in a house 29
18. Showing the liking of the readers in a Business newspaper 30
19. Showing attributes of business line first comes in your Mind 31
20. Showing Whether the Font type easy to read 32
21. Showing whether the Front size is attractive 33
22. Showing whether the relevant picture color 34
23. Showing Whether the front page is attractive 35
24. Showing the satisfaction level of Business Line 36
25. Showing the importance of Advertisement for the customers 37
26. Showing whether the news items carry relevant pictures & photos 38
27. Showing whether the readers connect programs and contest 39
28. Showing the satisfaction level of business newspaper regarding supplement
business news 40
15. Showing the satisfaction level regarding Stock Market 41
16. Showing the satisfaction level regarding Mutual fund 42

17. Showing the satisfaction level regarding Agricultural news 43

18. Showing the satisfaction level regarding Banking news 44

19. Showing the satisfaction level regarding corporate news 45

By: RAUSHAN KUMAR 9

Executive Summary
This project has been a great learning experience for me; at the same time this project
gave me the enough scope to implement my classroom learning’s.
I joined Business Line for summer training and I have assigned to work on the project
titled as “TO RECOGNIZE THE READER’S VIEWPOINT REGARDING
BUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA” in A CLASS
Region using high impact direct communication programme.
Business Line is a flagship brand of THE HINDU which is the English newspaper.
Business Line is the India’s third largest read daily which is certified by the IRS
(Indian Readership Survey) consecutively 22 times.
Business Line has also been awarded as the “Most credible source of news all over
India” by a survey conducted by BBC Reuters. Business Line currently has 56.3 crore
readers in India across 11 states 200+ districts.

In order to complete our project and to understand the perception in the minds of
LOCALITY of Kolkata we went to the A Class areas of Kolkata like IIM Kolkata,
Esplanade and Salt Lage . We went their door to door in order to get the data as well
as to promote the subscription of Newspaper. This Promotion was very good it
attracted many customers many new customers were created by me who were taking
different Newspaper.

Even the customers were very happy as they were getting right Quality at Right Price
The project gave me a lot of practical exposure related to event management and
Consumer Behavior. With this practical exposure I will definitely be much more
confident in our coming career,

By: RAUSHAN KUMAR 10

CHAPTER-01

INTRODUCTION


15 C, Lmj Chambers, 1st Floor, Hemanta Basu
Sarani, A C Market, Kolkata
+ (91)-9830069994 | 44023333 | 44023324
+ (91)-(33)-22485219, 22485219


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Introduction
This Chapter describes the brief information about THE HINDU Group and
purpose of the project, means “Objective of the study.”
COMPANY PROFILE
The Hindu is an English-language Indian daily newspaper founded and continuously
published from Chennai since 1878. According to the Indian Readership Survey in
2012 it is the third most widely read English newspaper in India (after the Times of
India and Hindustan Times) with a readership of 2.2 million people. The Hindu has its
largest base of circulation in southern India, especially in the states of Tamil
Nadu and Kerala and it is also the most widely read English daily in Tamil Nadu and
Kerala. Headquartered at Chennai (formerly called Madras), The Hindu was published
weekly when it was launched in 1878, and started publishing daily in 1889.
According to the Audit Bureau of Circulations, it has a circulation of 1.46 million
copies as of December 2009.The enterprise employed over 1,600 workers and annual
turnover reached almost $200 million in 2010. Subscription and advertisement are
major sources of income. The Hindu became, in 1995, the first Indian newspaper to
offer an online edition. It is printed at 17 locations
Chennai, Coimbatore, Bangalore, Hyderabad, Madurai,Noida,Visakhapatnam, Thiruv
ananthapuram, Kochi, Vijayawada,Mangaluru, Tiruchirapalli, Kolkata, Hubli, Mohali,
Allahabad, and Kozhikode.
The Hindu was founded in Madras on 20 September 1878 as a weekly by four law
students (T. T. Rangachariar, P. V. Rangachariar, D. Kesava Rao Pantulu and N. Subba
Rao Pantulu) led by G. Subramania Iyer, a school teacher from Tanjore district and M.
Veeraraghavachariar, a lecturer at Pachaiyappa's College. The Hindu was started to
support the campaign of

Sir T. Muthuswamy Iyer for a judgeship at the Madras High Court and to
counterbalance the propaganda against him carried out by the Anglo-
Indian press. The Hindu was one of the many newspapers of the period established
to protest against the discriminatory policies of the British government in India.
About 80 copies of the inaugural issue were printed at Srinidhi Press, Georgetown on
one rupee and twelves annas of borrowed money. Subramania Iyer became the first
editor and Veeraraghavachariar, the first Managing Director of the newspaper.

The paper was initially liberal in its outlook and supported the continuation of British
rule in India. The paper initially printed from Srinidhi Press but later moved on


Scottish Press, then, The Hindu Press, Mylapore, and finally to the National Press
on Mount Road. Started as a weekly newspaper, the paper became a tri-weekly in
1883 and an evening daily in 1889. A single copy of the newspaper was priced at four
annas.

Modern History
In the late 1980s when its ownership passed into the hands of the family's younger
members, a change in political leaning was observed. Worldpress.org lists The
Hindu as a left-leaning independent newspaper. Joint Managing Director N. Murali
said in July 2003, "It is true that our readers have been complaining that some of our
reports are partial and lack objectivity. But it also depends on reader beliefs." N. Ram
was appointed on 27 June 2003 as its editor-in-chief with a mandate to "improve the
structures and other mechanisms to uphold and strengthen quality and objectivity in
news reports and opinion pieces", authorized to "restructure the editorial framework
and functions in line with the competitive environment". On 3 and 23 September
2003, the reader's letters column carried responses from readers saying the editorial
was biased. An editorial in August 2003 observed that the newspaper was affected
by the 'editorializing as news reporting' virus, and expressed a determination to buck
the trend, restore the professionally sound lines of demarcation, and
strengthen objectivity and factuality in its coverage.
In 1991, Deputy Editor N. Ravi, Ram's younger brother replaced G. Kasturi as Editor.
Nirmala Lakshman, Kasturi Srinivasan's granddaughter, became Joint Editor of The
Hindu and her sister, Malini Parthasarathy, Executive Editor.
The newspaper has also established foreign bureaus in eleven locations -
Islamabad, Colombo, Dhaka, Kathmandu, Beijing, Moscow, Paris, Dubai, Washington
, D.C., London, and most recently Addis.
The newspaper enjoys a cult following among students competing in various
competitive exams like the Civil Services Examination, primarily owing to its
comprehensive coverage.

Management
The Hindu is family-run. It was headed by G. Kasturi from 1965 to 1991, N. Ravi from
1991 to 2003, and by his brother, N. Ram, from 27 June 2003 to 18 January 2012.
Other family members, including Nirmala Lakshman, Malini Parthasarathy, Nalini
Krishnan, N Murali, K Balaji, K Venugopal and Ramesh Rangarajan are directors


of The Hindu and its parent company, Kasturi and Sons. S Rangarajan, former
managing director and chairman since April 2006, died on 8 February 2007. Ananth
Krishnan, who is the first member of the youngest generation of the family to join
the business worked as a special correspondent in Chennai and Mumbai from 2007,
and foreign correspondent in Beijing from 2009. It now conducts very popular "The
Hindu Young World Quiz', hosted by noted quizmaster V.V. Ramanan, that has now
completed 12 years and is arguably the largest live, middle-school quiz competition.

Managing Director’s
 M. Veeraraghavachariar (1878–1904)
 S. Kasturi Ranga Iyengar (1904–1923)
 K. Srinivasan (1923–1959)
 G. Narasimhan (1959–1977)
 N. Ram (1977–2011)
 K. Balaji (2011 – present)

Editiors
 G. Subramania Iyer (1878–1898)
 C. Karunakara Menon (1898–1905)
 Kasturi Ranga Iyengar (1905–1923)
 S. Rangaswami Iyengar (1923–1926)
 A. Rangaswami Iyengar (1928–1934)
 S. Parthasarathy (1959–1965)
 G. Kasturi (1965–1991)
 N. Ravi (1991–2003)
 N. Ram (2003–2012)
 Siddharth Varadarajan (2012–present)

Board of Directors


The Hindu Group is managed by the descendants of Kasturi Ranga Iyengar. As of
2010, there are 12 directors in the board of Kasturi & Sons—N. Ram, N. Ravi and N.
Murali (sons of G. Narasimhan); Malini Parthasarathy, Nirmala Lakshman and Nalini
Krishnan (daughters of S. Parthasarathy); Ramesh Rangarajan, Vijaya Arun and Akila
Iyengar (children of S. Rangarajan); K. Balaji, K. Venugopal and Lakshmi Srinath
(children of G. Kasturi).

Achievements
The Hindu has many firsts in India to its credit which include the following

 1940: First to introduce colour
 1963: First to own fleet of aircraft for distribution
 1969: First to adopt facsimile system of page transmission
 1980: First to use computer aided photo composing
 1986: First to use satellite for facsimile transmission
 1994: First to adopt wholly computerized integration of text and
Graphics in page make-up and remote imaging
 1995: First newspaper to go on Internet

Supplements
The Hindu is the only newspaper that comes up with supplements on every day of
the week.
On Mondays

 Metro Plus
 Business Review
 Education Plus

On Tuesdays

 Metro Plus
 Education
 Book Review

On Wednesdays

 Metro Plus


On Thursdays

 Metro Plus
 Science, Engineering, Technology & Agriculture

On Fridays

 Friday Features covering cinema, arts, music and
entertainment
 Young World, an exclusive children's supplement.
 Quest, a supplement by children for children, appears once a
month.

On Saturdays

 Metro Plus

On Sundays

 Weekly Magazine covering social issues, art, literature,
gardening, travel, health, cuisine, hobbies etc.

Other Publications

 THE HINDU
 BUSINESS LINE
 SPORT STAR
 FRONTLINE

BUSINESS LINE
TAG LINE – Even in Business, white has the advantage.
Business Line or the Hindu Business Line has emerged its name among the most
reputed financial dailies of the country. Business Line started publishing in 1994 and
is published by kasturi and sons, the publishers of the newspaper The Hindu.
Currently it has a circulation of around 185,000 copies daily.

Business Line is published from 14 locations – Bangalore, Chennai, Coimbatore,
Delhi, Hyderabad, Kochi, Kolkata, Madurai, Mangalore, Mumbai,
Thiruvananthapuram, Tiruchirapalli, Vijayawada and Visakhapatnam.


The Business Line is the 2nd largest selling financial newspaper in India of The Hindu
group publication. The current readership of the Hindu edition Business Line is
124000. It covers all corporate news specially banking news, stocks, logistics,
commodities, derivatives, IT, HR, Finance, marketing, economy and more. It has the
followings supplement- eWorld which publish every Monday, Smart buy it comes on
Wednesday, Brand line on Thursday and Life which comes on every Friday.
It’s Editor-in-chief is Mr. N. Ram. It is only paper having a research bureau.
Sections:-
From Tuesday to Saturday, Business Line’s main sections has 20 to 24 pages which
include Corporate, Information Technology, Marketing, Editorial & Opinion (2
pages), commodities & Agribusiness, Economy, International Business, Stock Market
news, stock and Mutual fund quotes (5 pages), states Variety, Logistics and Market
Watch.
On Sundays Business Line’s main section has 18 pages. Apart from regular contents
on Sundays, It also provides key information about stocks, mutual funds and deposits
which makes the circulation of Business Line on Sunday higher than the rest of the
days.
On Mondays Business Line’s main sections has 18 pages and along with regular
contents it also provides two special sections.
1. The New Manager – to introduce the leaders from the world of business.

2. Mentor-A comprehensive resource on taxation, financial systems and books,
Money & Banking, Editorial & opinion, States and variety.

Contents - Frequency – Contents – Frequency
Corporate – daily - commodities – daily
Money & banking – daily – stocks & derivatives – daily
Economy – daily – mutual funds – daily
Market watch – daily – logistics – daily
Marketing – daily – accountancy – daily
International news – daily – Tourism – daily
Agri-Business – daily – Taxation – daily
Information Technology – daily – Editorial & opinion – daily.
Price - The price of the newspaper is fixed for everyday. No price discrimination
is entertained in this marketing strategy. The price is set low compared to other
regular financial dailies. But it varies when the discount is offered. Regular price
is given here.

Day Sun Mon Tue Wed Thurs Fri Sat

Price Rs. 5.00 4.00 4.00 4.00 4.00 4.00 5.00


Place– our place will be something different for our kind of paper. Places will be:
1. Corporate office
2. Company
3. Stock exchange
4. Institution (B-school) Publication and circulation – Business Line has a
circulation of over 5400 copies. It is published from 13 locations.

Distribution channel:

Promotion– Business line follows process of stall promotion activity. Here the
owner of stallhas a direct link with company agent. The newspapers which are unsold
are again returnedto the agent with some return tax. In this activity we have to know
the sale and promotionof business line, business standard, economic times, financial
express and mint in a stall.Then we have to put the idea in the survey form. It was also
told that from where thevendors buy and where stall is located. Stall promotion of
business line given below -

PRODUCT SALES AND MARKETING:-
This department deals with the the sales and marketing of The Hindu group.
This Section is responsible for increasing the sales of the newspaper as well as
collaborates with the Branding department to do the ground work for the events
that are launched.


PROCESS OF PRODUCTION


Objectives of the Study

PRIMARY OBJECTIVE:-

 TO RECOGNIZE THE READER’S VIEWPOINT REGARDING
BUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA

SECONDARY OBJECTIVE:-

 To find out the attributes which are considered important by the
customers while purchasing a business newspaper?


CHAPTER 02

RESEARCH METHODOLOGY

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Research Methodology
This chapter describes the research methodology which is applied during this
whole project work. Here we describe what we believe and apply method for
collecting data and analyzing for this project.

We will examine the following concepts:
 Sources of data
 Sample Size, if any
 Methods of data collection
 Instrument used
 Techniques of analyses

Our priority is to find out the perception of Business Line in the minds of
LOCALITY of Kolkata.
So, to fulfill the objectives of this project, Descriptive research is most suitable
because into the descriptive research, it is easy to describe things, such as the
market potential for product/services or the demographics and attitudes of
consumers who buy the product/services.

Source of data
Here in this project taking Primary sources of data

Primary Data: Collecting by through

(a) Questionnaires and
(b) Personal interviews

Applicability of Primary Data is analysis of perception in the minds of customer
about Business Line with respect to other newspapers in the Locality of Kolkata.


2.2 SAMPLE SIZE
Note: Sample Size for the project is as follows:-

Population Size: 380 A class Houses.
Sample Size: In order to calculate sample size I used the formula:-
(ZS/E) 2

For 95% confidence values are:

Z= 1.96
S=1/6*population
E=0.5
So calculating we get,

Sample size=150.

Sampling Technique

Convenience sampling has been used in order to draw the sample from that part
of population which is close to hand. The reason behind convenience sampling is
that it is readily available and convenient for selecting the sample population.

Data Collection
The research consists of the application of both primary and secondary data
a) Primary Data: The Primary data was collected through a questionnaire
specially designed for Corporates and Education Hub.
b) Secondary data: The secondary data was collected through websites and from
various journals and magazines.


Method for Data Collection
a) Data collection has been done through BTL(Below the line ) activity in which
different activities have been performed i.e, D2D (door to door ) in different
locations of Kolkata.

b) Field work in terms of going to customers and making them fill up the
questionnaires, then explaining them about “THE HINDU” group and its
products like business line and taking their feedbacks on the prospects of the
business. People were also made to fill up the questionnaires to evaluate their
response for this service in the locality assigned to me by the company i.e. areas
of Kolkata especially Esplanade and Salt Lake Area

Instruments for Data Collection
The data was collected through:
Forms designed specifically for the customers. The questionnaire is designed with
the view of knowing the level of willingness in the people to really use newspaper
and to know the views of them about this group and acknowledge their valuable
suggestions to make this group more successful.


CHAPTER-03

DATA ANALYSIS AND
INTERPRETATION


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Data Analysis
PUBLIC OPINION
1. Q.1. Do you read Business Newspapers?

Table 01: Showing the readers of Business news paper
FREQUENCY PERCENTAGE CUMULATIVE
(In %) FREQUENCY
YES 80 54 80
NO 20 33 100
SOMETIMES 50 13 150
TOTAL 150 100

INTERPRETATION
This Graph clearly shows that approximately 54% of the people read Business
newspaper.


Q.2. Which Newspaper do you read?

Table 02: Table showing readership of different newspaper
Frequency Percentage (in %) Cumulative
Frequency
Business Line 18 12 18
Economics Times 65 43 83
Mint 40 27 123
Business Standard 25 17 148
Financial Express 2 1 150
TOTAL 150 100

INTERPRETATION
This graph clearly shows that Economics Times is read the most in the
LOCALITY of Kolkata. This clearly convince that the readership of Economics
Times is highest in Kolkata and Economics Times, Mint and Business Standard
is a very close competitor of Business Line


Q.3. Who in your family refers Newspaper?

Table03: Showing the readers of the newspaper in a house.
Frequency Percentage(in %) Cumulative
frequency
Parents 80 53% 80
Children below 14 5 3% 85
Children above 14 40 27% 125
Aged person 25 17% 150
TOTAL 150 100

INTERPRETATION:
This Graph clearly shows that parents wish to read newspapers.
They are more attracted towards newspaper as they have leisure time which they
can invest in reading Newspaper. This clearly shows that the prime target reader
is in the parents.


Q.4. Which column do you like to read in a Business
newspaper?
Table 04 : Table showing the liking of the readers in a newspaper
frequency
Companies 10 7
Corporate(M&A) 35 23
International 10 7
Economy/Policy 8 5
Corporate Marketing 13 9
National 5 3
Money/Banking 13 9
Corporate (I.T) 6 4
Editorial 4 3
Market Share 15 10
Stocks 8 5
Derivatives 3 2
Logistics 6 5
Commodities 1 1
Agriculture Business 11 7
States News 2 1
TOTAL 150 100

INTERPRETATION: This Graph clearly shows that most people like to
read news related to corporate (M&A) i.e. 23% while most of the others prefer to
read national news and news covering economic aspect. i.e., 16% respectively.


Q.5. What attributes of Business Line comes first in your mind?

Table 05: Table Showing recall power Business Line
Frequency Percentage(in %) Cumulative
Frequency
World’s largest 55 37 55
read Daily
Most trusted 75 50 130
source of
Business news
in India
No. 1 in India 15 10 145
Superbrand 5 3 150
TOTAL 150 100

INTERPRETATION:-
This Graph clearly shows that the brand image of Business Line in the minds of
customer is that it is No 3 in India. Many other people think it as most trusted
source of business news in India.


Q.6. what attributes do you expect from a Business Newspaper:-

1. What about font type of business newspaper?

Table 01 : Table Showing importance of font type for a business Newspaper
Frequency
Very Important 50 33 50
Important 45 30 95
Average 30 20 125
Less Priority 15 10 140
Can Be Neglected 10 7 150
TOTAL 150 100

INTERPRETATION:
This graph clearly shows that most customers believe that Business Line is using
the font type which is easy to read 33% very important from the fact and 30%
Important. On the other hand only 20% people think that they are not using
right font type and size which is easy to read and 10% of them less priority that
the font type and size is easy to read.


2. What about font size of business newspaper?

Table 02 : Table Showing importance of font Size for a business Newspaper
Frequency
Important 45 30 75
Average 50 33 125
TOTAL 150 100

INTERPRETATION:
the font size which is easy to read .


3. what about relevant picture color of business newspaper?

Table 03 : Table Showing importance of Colour for a business Newspaper
Frequency
Important 50 33 95
Average 30 20 125
TOTAL 150 100

INTERPRETATION:
This Graph clearly shows that majority of the readers don’t like color of newspaper.
Only 30% readers like it.


4. What do you think about the front page of Business Line is attractive?

Table 04 : Table Showing importance of Front Page for a business Newspaper
Frequency
Important 35 23 75
Average 50 33 125
TOTAL 150 100

INTERPRETATION:
the best news of front page which is relevant/need of the customers.


5. Are you satisfied with the price of the newspaper?

Table 05 : Table Showing importance of Price for a business Newspaper
Frequency
Fully satisfied 60 40 60
Satisfied 45 30 105
Average 30 20 135
Not Satisfied 10 7 145
Disappointed 5 3 150
TOTAL 150 100

INTERPRETATION:
the best news of front page which is relevant/need of the customers.


6. Do you think that the advertisements add information to
you?

Table 06 :Table Showing the importance of Advertisement for the Customers
Frequency
Very Good 80 53 80
Good 50 33 130
Average 10 7 140
Bad 7 5 147
Very Bad 3 2 150
TOTAL 150 100

INTERPRETATION:
This graph clearly shows that 53% people believe business line
newspaper gives creditable source of news as far as advertisement is
concern.


7. What do you think about news items that carry relevant pictures &
Photos?

Table 07 Table showing whether the news items carry relevant pictures & photos
Frequency
Very Good 85 57 85
Good 40 27 125
Average 20 13 145
Bad 3 2 148
Very Bad 2 1 150
TOTAL 150 100

INTERPRETATION:
This Graph clearly shows that people strongly believe that Business Line does
provide relevant pictures and photos with the news items.


8. What about the readers’ connect programmes & contests?

Table 08 : Table Showing whether Business Line runs a lot of readers’ connect
Programmes & Contests
Frequency
Very Good 70 47 70
Good 50 33 120
Average 22 15 142
Bad 5 3 147
Very Bad 3 2 150
TOTAL 150 100

INTERPRETATION:
This graph clearly shows that 47% people believe that Business Line
launch several programmes to connect with its readers.


9. What do you think about supplement of business newspaper?

Table 09 : Table Showing importance of Supplements for a business Newspaper
Frequency
Very Good 60 40 60
Good 40 27 100
Average 30 20 130
Bad 15 10 145
Very Bad 5 3 150
TOTAL 150 100

INTERPRETATION:
This graph clearly shows that average 40 % peoples are satisfied with
the Supplement news related information published in Business Lines.


10. Do you get appropriate news regarding Stock Market?

Table 10 : Table Showing importance of Stock market for a business Newspaper
Frequency
Important 50 33 130
Average 10 7 140
Unnecessary 8 5 148
Minor 2 1 150
TOTAL 150 100

INTERPRETATION:
the Stock Market related information published in Business Lines.


11. What do you think about mutual fund in Business Newspaper?

Table 11 : Table Showing importance of Mutual Fund for a business Newspaper
Frequency
Important 60 40 125
Average 18 12 143
Unnecessary 5 3 148
Minor 2 1 150
TOTAL 150 100

INTERPRETATION:
the Mutual Fund related information published in Business
newspaper.


12. Availability of Agricultural news in Business newspaper?

Table 12 : Table Showing importance of Agricultural Business news for a business
Newspaper
Frequency
Important 45 30 105
Average 30 20 135
Unnecessary 10 7 145
Minor 5 3 150
TOTAL 150 100

INTERPRETATION:
the Agriculture news related information published in Business Lines.


13. Are you satisfied with the banking news regarding availability in
business newspaper?

Table 13 : Table Showing importance of Banking news for a business Newspaper
Frequency
Important 30 20 110
Average 20 13 130
Minor 7 5 150
TOTAL 150 100

INTERPRETATION:
the Banking news related information published in Business .


14. Do you get Corporate Business related information from
Business Newspaper?

Table 14 : Table Showing importance of Corporate Up-to-date for a business
Newspaper
Frequency
Important 40 27 115
Average 21 14 136
Minor 4 2 150
TOTAL 150 100

INTERPRETATION:
the news related to the corporate Business related information
published in Business Lines.


CHAPTER-04

FINDINGS AND
Implications

----------------------------------------------------------------------------
Results & Interpretation (Findings)
On the basis of survey undertaken, it has been concluded that:
The prime readers of Business Line are corporate houses/Banking Sector in
LOCALITY of Kolkata. This clearly shows that the Target Audience of Business
Line i.e. Business Class and youngest people are correctly targeted. Business Line
is good in its Targeting Section.

Based on our Objective set at very beginning:-

According to PRIMARY OBJECTIVE:-

 Now, As per as Analysis part is concern we found From Graph
No: - 1,2,3,4,5 prove the primary objectives.

 This Graph clearly shows that approximately 54% of the people
read Business newspaper.

 This graph clearly shows that Economics Times is read the most
in the LOCALITY of Kolkata. This clearly convince that the
readership of Economics Times is highest in Kolkata and
Economics Times, Mint and Business Standard is a very close
competitor of Business Line

 This Graph clearly shows that parents wish to read newspapers.
They are more attracted towards newspaper as they have leisure
time which they can invest in reading Newspaper. This clearly
shows that the prime target reader is in the parents.

 This Graph clearly shows that most people like to read news
related to corporate (M&A) i.e. 23% while most of the others
prefer to read national news and news covering economic aspect.
i.e., 16% respectively.


 This Graph clearly shows that the brand image of Business Line
in the minds of customer is that it is No 3 in India. Many other
people think it as most trusted source of business news in India.

According to SOCENDARY OBJECTIVE:-

 Now, As per as Analysis part is concern we found From Graph
No 6:-(1),(2),(3),(4),(5),(6),(7),(8),(9),(10),(11),(12),(13),(14) prove
the primary objectives.

 This graph clearly shows that most customers believe that
Business Line is using the font type which is easy to read 33%
very important from the fact and 30% Important. On the other
hand only 20% people think that they are not using right font
type and size which is easy to read and 10% of them less priority
that the font type and size is easy to read.

Business Line is using the font size which is easy to read.

 This Graph clearly shows that majority of the readers don’t like
color of newspaper. Only 30% readers like it.

Business Line is using the best news of front page which is
relevant/need of the customers.

Business Line is using the best news of front page which is
relevant/need of the customers.

 This graph clearly shows that 53% people believe
business line newspaper gives creditable source of news
as far as advertisement is concern.


 This Graph clearly shows that people strongly believe that
Business Line does provide relevant pictures and photos with the
news items.

 This graph clearly shows that 47% people believe that Business
Line launch several programmes to connect with its readers.

 This graph clearly shows that average 40 % peoples are satisfied
with the Supplement news related information published in
Business Lines.

with the Stock Market related information published in Business
Lines.

with the Agriculture news related information published in
Business Lines.

with the Banking news related information published in
Business.

with the news related to the corporate Business related
information published in Business Lines.


CHAPTER-05

LIMITATIONS
OF THE STUDY
----------------------------------------------------------------------------


Limitations of the Study

Although we have tried to do our survey error free but still there were certain
limitations of the Study:-

 Most of the big corporate houses were not interested in devoting time in
such kind of study.

 Time Constraints, completing a project within two month of time duration
was really a challenge.

 The target segment for the financial dailies is generally not high .It is very
tough to make general newspaper readers interested towards financial
dailies.

 Since the market segment for financial dailies is already saturated by the
economic times and business standard, it is very difficult to convince
people to subscribe for business line as they want to stick to ET or BS only.


CHAPTER-06

conclusion

----------------------------------------------------------------------------

Conclusions
This project is on “TO RECOGNIZE THE READER’S VIEWPOINT
REGARDIG BUSINESS LINE NEWSPAPER IN LOCALITY OF KOLKATA”.
We have attempted to study some popular Brands of financial newspaper company
and reader perception about them and trying to measure the blend of selected
attributes which should be there in the product that will attract the readers in the
selected market segment.

The project recommends some guidelines to analyze the factors that influence the
choice of the readers in choosing newspaper and its various ranges of attributes.

The study involves a sample survey of 600 respondents in Kolkata using questionnaire
on the basis of weighted sum model as the research instrument augmented with formal
as well as informal interviews with the customers and also make through use of
information available on the internet and the database of some brokerage & chartered
firms.

Further the project includes the comparative study of the current market trend and the
possible reasoning of that on this basis of the global economic condition slowdown.

A part of the project also dealt with understanding the behavioral aspect of readers of
financial newspaper.

As we found in the market that the awareness of the Business Line, the financial
newspaper is not at par what it should be. So it needs awareness campaigns to achieve
the aims of the Hindu Business Line.

I am overwhelmed with the generosity and cooperation that I have got from Business
Line. If given a chance I will like to see myself as an employee in Business Line and it
will be dreams come true for me.

In a nutshell, it was a learning experience for me which will help me in immensely in
shaping up my career graph.


SWOT ANALYSIS OF BUSINESS LINE
A SWOT analysis is a strategic planning tool used to evaluate the strength,
weaknesses, opportunities, and threats in a business venture or in any other situation
requiring a decision. In SWOT, strength and weaknesses are internal factors where as
opportunities and threats are external to the organization.

Now we will do the SWOT analysis of Business Line which will help marketers to
focus on key issue. These are as follows.

Strengths: The Business Line is a power full Brand because it is link with the Hindu
which is the oldest newspaper company of India and most trusted brand of India. The
editorial as well as marketing personals are very strong and efficient of the Hindu the
Business Line.

Business Line is the third leading financial newspaper in India.
Other than English, the newspaper is published in other regional languages too.
Growing rapidly in last few years.
Excellent performance of the consumer need.
Subscription offers, at regular intervals are a lucrative offer to the reader.
Affordable in price.
Good quality paper.
Easily carried and it’s getting much consumer demand and publicity.
Different kind of news is published.
Business Line has good distribution channel.

Weaknesses: The weaknesses of the Business Line are as follows:

Print outsourcing which increase the cost.
They are very new in Kolkata as compared to their competitors
The stock analysis part is inferior as compared to its competitors.
Lack of advertisement and promotional activity.
The newspaper I read by few selected readers.
Low brand awareness.
The market of Business Line is totally city based.
Selective and few readers
Different type of reader’s requirement.

Opportunities: As the people of India are bending towards the stock market
operation. This may cause increase the market size. So there are huge opportunities to
capture the readers.


B-school students are a big opportunity to increase the circulation of Business
Line, because reading a financial daily for a management student is very
essential in order to know the latest updates of the Business world.

The present growth of population at large, is in itself a big opportunity for the
newspaper to spread itself across the length and breadth of the country.

Market is growing.

Population is large so scope is greater.

Perception of customer is changing.

There is also huge market opens to be taped. Product development will offer Business
Line Many opportunities.

Threats: The threats for the Business Line are as follows:

Electronic media is the main threats for it. Electronic media is now challenging
the existence every newspaper, so it is also posing threat to Business Line also.

Competitors have superior base of readership.

The brand image of Economic Times and Business standard is over shadowing
Business Line.

Business Line is facing off competition from financial dailies in the market as
well.

Some new upcoming company has emerged.

There are very close substitutes in the market.

Buyers today have the last word. So close substitute of Business Line like,
financial express and Mint are a big threat to the newspaper.


CHAPTER-07

SUGGESTION/RECOMMENDATION


--------------------------------------------------------------------------------

Suggestions/Recommendations
It’s time for Business Line to do something new.

 The marketing team of Business Line should look for promotional activities.
Advertising is the most effective and quickest way to reach the masses. The
innovative way could be through hoardings, TV channels, and corporate
conferences and in B-school fest.

 Business Line should go for price regulation. It is the vital part of marketing.
Price sensitiveness influences the consumer buying behavior.

 The brand image is pretty low which leads to low circulation. Research reveals
that it has been confined to certain areas only. So, it should concentrate on
brand image as brand image adds huge advantage in the marketing of any
product. It is related with the sensitivity that customers expects from a
particular product.

 Business Line should focus on the visuality of the newspaper. Although it offers
excellent contents, there is certainly a scope for the improvement of the
visibility. To get par with the competitors, the presentation style should be
mesmerizing and eye catching. It should also easily communicable to the
readers.

 Business Line should concentrate more on B-schools as it constitutes a huge
portion of the target readers. It would be helpful for the students as well as for
the newspaper if it devotes at least one page to the B-school containing case
studies and other relevant managerial analysis.

 Business Line should do some promotional activities in the B-schools because
B- schools are like a pool of readers of financial newspaper and they are thus
the potential readers of business Line.

 It should look to tie up with some stock broking company so as to deliver a
fixed number of copy everyday.


 Business Line should come up with some weekly magazines. This will attract
more readers. And it should also offer in the corporate houses at a discounted
rate.

 Business Line to look forward to tie up and deliver newspaper in the coffee
shops. Because many a times we have witnessed people coming and sitting in a
coffee shop to spend some time and relax. Many corporate people do visit
coffee shop and while having a sip over a cup of coffee they prefer to have a
glance at the newspaper and often financial newspaper. Business Line should
look to deliver newspaper in the coffee shops so that these people get a chance
of reading Business Line free of cost. If they like then surely they will start
reading Business Line. This is a tricky strategy adopted by a newspaper, Mint to
get familiar in Kolkata city.

 Business Line should take the initiative to distribute newspaper at a discounted
rate in the railway platform. Large number of local people does buy newspaper
from the platform. Once they become accustomed to Business Line and they
read the newspaper then only they will understand the difference of business
line from others. As readers do not change their reading habits too often so it
would be helpful for business line to form a large market share by this strategy.


----------------------------------------------------------------------------
Bibliography
Information has been collected from the product training, market survey and study
material available at the various press media web sites, discussing with the company
personals, faculty guide and respondents surveyed access to management for
guidelines for the project.

The following books and internet sites will also be referred:

Books:

O Marketing: Philip Kotlar, Marketing Management

O Marketing Research: Malhotra Naresh Kumar, Marketing Research&
Applied Orientation.

O Business Research: Cooper Donald R. and Schindler Ramila S., Business
Research Method.

Internet: information available at the website of the Hindu and others sites as follows.

 www.the Hindu.com
 http://www.businessline.com/
 http://www.economictimes.com/
 http://www.businessstandard.com/
 http://www.mint.com/
 http://www.financialexpress.com/
 www.ibef.org/industry/media.aspx
 www.lums.lancs.ac.uk/postgraduate/mba/content/project


----------------------------------------------------------------------------
Annexure

I n this Chapter, 9 we find quite important thing of this project on which
the whole study could be possible that is base of survey feedback this is
questionnaires around which whole project work moving from start to
end. And some other things are as fellows;


Questionnaire

QUESTIONAAIRE FOR PROJECT
NAME OF THE PERSOn__________________________________________________________
ADDRESS:- ___________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
CONTACT NO.:_________________________________________________________________
EMAIL ID:- ___________________________________________________________________
Age Group:-_________________________________________________________________

Q.1. Do you read Business Newspapers?
Ans: YES NO

Q.2. Which Business Newspaper do you read?
Ans: Business Line Economics Times
Business Standard Mint
Financial Express


Q.3. Who in your family refers Newspaper?
Ans : __________________________________________________

Q.4. which columns do you like to read in a newspaper?
Ans:

Q.5. What attributes of Business Line comes First in your mind?
Ans:
World’s Largest read daily Most trusted source of news in India
No. 1 in India Superbrand

Q.6. What about Font type of Business Line Newspaper?
Ans:
1. very important 2.Important
3. Average 4. Less priority
5. Can be neglected

Q.7. What about Font Size of Business Line Newspaper?
Ans:
5. Can be neglected

Q.8. What about color quality of Business Line Newspaper?
Ans:
5. Can be neglected

Q.9.What do you think about Front page of Business Line Newspaper is
attractive?
Ans:
5. Can be neglected

Q.10.Are you satisfied with the price of the Newspaper?


Ans:
1. Fully satisfied 2. Satisfied 3. Average

4. Not Satisfied 5. Disappointed

Q.11. Do you think about that the advertisements add information to you?
Ans:
1. very good 2.Good
3. Average 4. Bad
5. Very Bad

Q.12. What about you think about news items that carry relevant pictures
and photos?
Ans:
1. Very good 2. Good
3. Average 4. Bad
5. Very Bad

Q.13. What about reader’s connect programmes and contests?
Ans:
1. very Good 2. Good
3. Average 4. Bad
5. Very Bad

Q.14. What about supplements of Business Newspaper?
Ans:
1.very important 2.Important
3. Average 4. Unnecessary
5. Minor

Q.15. what do you get appropriate news regarding stock market?
Ans:
5. Minor

Q.16. what do you think about mutual fund in business newspaper?
Ans:
5. Minor


Q.17. Availability of agricultural news in business newspaper?
Ans:
5. Minor

Q.18. What do you think about banking news of Business Newspaper?
Ans:
5. Minor

Q.19. What about corporate up-to-date news of Business Newspaper?
Ans:
5. Minor

Q.20. What about logistics of Business Line Newspaper?
Ans:
1. Very important 2.Important
5. Minor

Q.21 Please Give some suggestions for the newspaper.
Ans: ___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

Rank and give a tick (√) on the suitable option of the following Brand on a 5 point
scale: (1 as very poor and 5 as excellent)
Name
Address
Education
Occupation


Gender
Economic Time
Attributes Excellent Fair Good Poor Very Poor
Price
Looks
Availability
Contents
Brand Image
Awareness
Business Line
Price
Looks
Availability
Contents
Brand Image
Awareness
Financial Express
Price
Looks
Availability
Contents
Brand Image
Awareness

Business Standard
Price
Looks
Availability
Contents
Brand Image
Awareness
Mint
Price
Looks
Availability
Contents
Brand Image
Awareness


Business line project by raushan singh

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