Consumer Perception and Preference towards MINT

RAHUL AUDDYA
UNITEDWORLD SCHOOL OF
BUSINESS
040201091
STUDY OF CONSUMER
PERCEPTION AND
PREFERENCE TOWARDS MINT
Mr. Hemang Gandhi Dr. Sunil Patel
(External Guide) (Internal Guide)
Deputy Manager Professor
MINT UWSB,
AHMEDABAD

CONTENTS
 HT MEDIA LTD
 MINT
 CIRCULATION
 DEPARTMENTS
 DISTRIBUTION
 RESEARCH METHODOLOGY
 ANALYSIS & INTERPRETATION
 FINDINGS
 SUGGESTIONS
 LIMITATIONS
02-12-20152 SUMMER INTERNSHIP PROJECT

HT MEDIA LTD.

 Hindustan Times was founded in 1924 by Sunder Singh Lyallpuri,
founder-father of the Akali movement and the Shiromani Akali
Dal in Punjab.
 K. M. Panikkar was its first editor with Devdas Gandhi (son
of Mahatma Gandhi) on the editor's panel. The opening ceremony
was performed by Mahatma Gandhi on 26 September 1924.
 It has its roots in the Indian independence movement of the first half
of the twentieth century and even faced the noted "Hindustan
Times Contempt Case (August–November, 1941)" at Allahabad
High Court.
 It’s products include: MINT, Hindustan Times, HT City, Shine.com,
Desimartini.com, FM Fever 104 and Livemint.com

MINT

MINT Ahmedabad
edition
Magazines with MINT Stock market and
mutual funds
Monday to Saturday
Edited by: R Sukumaran
Monday to Friday: MINT
MONEY
MINT MONEY dedicated
page
Weekdays at 4/- and
Saturday at 10/-
Saturday: Lounge Insurance scheme on
half page
Formulate specification
50-52 cms in lengths
and 32.9 cms wide
Monthly: Indulge Collaborated with the
WALL STREET
JOURNAL

SWOT
STRENGTH WEAKNESS OPPORTUNITY THREAT
Berliner format easy to
handle
High on self promotion of
App
Fastest growing brand, 2nd
largest readership in 7 yrs
Brand loyalty to Economics
Times
Best in class paper quality,
attractive
Company compromising on
revenue by selling at Rs. 4
which is very low for the
magazine type paper
Very attractive to eye, low
on price, and thus accepted
duly.
Switching of customer from
traditional reading to e
reading
Bright use of colours and
printing quality
Covers lesser detailed
financial news compared to
the others
Advantage of e-paper, high
on advertisements, revenue
generation
High raw Material cost than
other papers.
As it includes huge amount
of colour and pictures
Business of Life, a premier
content on the centre spread
Excessive social media
presence can reduce the hard
copy distribution

PRICING
02-12-2015SUMMER INTERNSHIP PROJECT9
 Monday to Friday: INR 4
 Saturday: INR 10
 Yearly Cover Cost: 1560
 Subscription Plans:
1. INR 899 (Whole Year)
2. INR 399 + (INR 40 per Month to Vendor)
3. INR 989 (Whole Year with Gift)
4. INR 509 + (INR 40 per Month to Vendor) {Gift
Included}

THE COMPETITION

CIRCULATION

Raw Material
Printing Press
BharuchVadodraAnand
Agents in each
city
Book Stalls
Hawkers
Vendors
Hawkers
Readers
NadiadAhmedabad

DEPARTMENTS

DEPARTMENTS
SYSTEMS
SCHEDULIN
G
EDITORIAL
PRODUCTIO
N
MARKET
DEVELOPME
NT
SPACE
MARKETIN
G
ADMINISTRA
TION

 Nehrunagar
 Paldi
 Income Tax
 Khanpur
 Kalupur
 Maninagar
DISTRIBUTION CENTRES

RESEARCH METHODOLOGY

PARAMETER SELECTION
DATA SOURCE
Primary Data Source: Survey and
Questionnaire
Secondary Data Source: Company and
other websites
RESEARCH APPROACH
Survey at the time of sales and
questionnaire
RESEARCH DESIGN Exploratory research
RESEARCH INSTRUMENT Questionnaire
SAMPLE REGION Corporate offices, Banks and Stock Brokers
SAMPLING AREA Ahmedabad, Baroda and Gandhinagar
SAMPLE SIZE 200
CA, CS, Stock Brokers, Bankers, Investors,

SIP TARGETS
WHAT IS TO BE ACHIEVED? WHAT IS ACHIEVED?
Sales in Ahmedabad: 45 Sales in Ahmedabad: 223
Sales in Vadodara: 4 Sales in Vadodara: 5
First to sell Subscription amongst
team
Achieved
First Day highest sales figure Achieved
Lead a team of 11 interns from Sal
college and KS college

ANALYSIS AND
INTERPRETATION

Analysis
 Occupation
 Income
 Market Share
 Basis of paper selection
 Consumer buying decision

OCCUPATION
23%
2%
63%
8%
4%
Businessman
Others
Services
Stock Broker
Student
GENDER:- Male: 165 Female: 35
AGE:- 21 – 30: 58 31 – 40: 77 41 – 50: 42 51 – 60: 19
61 +: 4

INCOME
1%
9%
28%
58%
4%
10001 -
15000
15001 -
20000
20001 -
25000
25001 -
30000
Nil - 10000

MARKET SHARE
23%
36%
6%
5%
30%
BUSINESS
STANDARD
ECONOMIC TIMES
FINANCIAL
EXPRESS
HINDU BUSINESS
LINE

BASIS OF PAPER
SELECTION
52%
36%
1% 6%
5%
Content
Language
Others
Paper Quality
Price

BUYING DECISION TOWARDS
MINT
3.08
3.04
2.52
1.37
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50
Rank the features which would affect your
buying decision towards MINT _ Colour of
Paper
buying decision towards MINT _ Size of
Paper
buying decision towards MINT _ Info
Graphics
buying decision towards MINT _ Quality of
News

CHOICE OF SUPPLEMENT
NOT SUPPLIED WITH MINT
8%
19%
28%
29%
16%
Education
Employment
Industrial
Portfolio
Management
Social

SATISFACTION LEVEL
TOWARDS MARKET
INFORMATION
63%
6%
31%
Moderate
Not Satisfied
Satisfied

MINT FEATURES: RANKING
3.91
3.91
1.92
2.42
2.84
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50
Rank the features of MINT in terms of news
content _ Political
content _ Cultural
content _ Corporate News
content _ Tax and Legal Advice
content _ Stock Market

RELATION BETWEEN AGE AND CHOICE OF
SUPPLEMENT WHICH IS NOT PROVIDED BUT
DESIRED
1
25
8
17
77
12
30
17
11
7
2
16
12
5
1
0
2
10
6
0 0
1 1
2
0
5
10
15
20
25
30
35
Education Employment Industrial Portfolio Management Social
Age 21-30 Age 31-40 Age 41-50
Age 51-60 Age 61+

RELATION BETWEEN GENDER AND SATISFACTION
LEVEL OF SUPPLEMENTS PROVIDED
7
0
12
16
13
1
82
69
Average Not Satisfying Satisfying Very Satisfying
Female Male

HYPOTHESIS 1: Monthly Income and attraction factor
to buy a financial newspaper
 As the Pearson Chi-Square Level of Significance is higher than 5%,
(10.6%), the H0 (Null Hypothesis) hold true and Monthly Income and
attraction factor to buy a financial newspaper are independent.
0
10
20
30
40
50
60
70
Content Language Others Paper Quality Price
10001-15000
15001-20000
20001-25000
25001-30000
Nil - 10000

HYPOTHESIS 2: Education Qualification and reason for
subscribing to MINT
 As the Pearson Chi-Square Level of Significance is higher than
5%, (12.9%), the H0 (Null Hypothesis) hold true and “Education
Qualification and reason for subscribing to MINT are
independent.”
0
5
10
15
20
25
30
35
Brand Value Gifts and
Discount
Information Price Supplement
Graduate
Post Graduate
Under Graduate

FINDINGS

 MINT is more preferred at residences rather than
corporate offices here in Ahmedabad, because of the
striking magazines provided by MINT.
 People with prolonged work experience and who has
stayed in the northern parts of the country prefer MINT
to Economic Times, Business Standard and Business
Line. MINT, in the northern parts of the country has a
wider market share and dominance as compared to the
names mentioned above.
 Most of the newspaper readers in Gujarat, specially
Ahmedabad are not fluent English readers and rely
mostly on Sandesh, Divya Bhaskar, Gujarat Samachar
and NavGujarat Samay. 02-12-201534 SUMMER INTERNSHIP PROJECT

 Economic Times has a special Gujarati edition which
specifically targets Gujarati speaking and reading
readers. MINT only prints in English and thus loses
out on a fair share of market.
 Colleges and B schools across Ahmedabad and
Baroda has wide readership of MINT.
 MINT is the fastest taken away newspaper at airports
and lounges.
 The discounted rates of subscription and gifts that are
given to subscribers are the prime sales driving force
for MINT.
 Most respondents in the survey conducted do not
consider MINT to be a hardcore financial business

SUGGESTIONS

 MINT should provide the option for online fund transfer
through the internet and Net Banking facilities. This makes it
way simpler for the subscribers to pay once they have
subscribed to MINT.
 The number of supplements provided by MINT is very few in
number when compared to the Economic Times. If MINT
wants to create a market as huge as Economic Times.
 The pricing of MINT should be kept constant for a longer
duration of time.
 Interns working with MINT to increase readership should be
given proper sales territory.
 The LIVEMINT app gets to much of attention and limelight in
the MINT newspaper, this can be reduced by a fair extent.

LIMITATIONS

 Ahmedabad has a very limited number of English
newspaper readers, thus the market is limited by size.
There are very few readers in Ahmedabad who
appreciate MINT, its language, its association with
The World Street Journal.
 There are over 7000 MINT readers in Ahmedabad
and the survey was conducted on 200 people only,
which is a very small sample in regard to the
population.
 Economic Times has a huge brand name in
Ahmedabad and the brand value that people
associate with it is really difficult to switch to any other
brand, whether be it MINT, Hindu Business Line or
Business Standard. 02-12-201539 SUMMER INTERNSHIP PROJECT

PHOTO GALLERY OF EVENTS TAKEN IN-
CHARGE OF:
Handling Baroda Interns Promoting MINT at ICSI Event at
The Fern Hotel: Mr. Gandhi,
Raktim and Me

THANK YOU

Consumer Perception and Preference towards MINT

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (18)

Ähnlich wie Consumer Perception and Preference towards MINT

Ähnlich wie Consumer Perception and Preference towards MINT (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Consumer Perception and Preference towards MINT