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Introduction

HT Media found its beginning in 1924 when its flagship newspaper,

Hindustan Times was inaugurated by Mahatma Gandhi.

HT Media (BSE, NSE) has today grown to become one of India's

largest media companies.

It is Produced by an editorial team known for its quality, innovation

and integrity, Hindustan Times (English newspaper) and Hindustan

(Hindi newspaper through a subsidiary Hindustan Media Ventures

Limited), have a combined daily readership base of 12.7

million (based on round 2 of Indian Readership Survey 2009) to

their credit.

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Cont

HT Media operates 19 printing facilities across India with an installed

capacity of 1.5 million copies per hour.

HT Media consulting partnership with Virgin Radio, has launched the FM

radio channel - Fever 104. Currently available in Delhi, Mumbai,

Bangalore and Kolkata, Mumbai and Bangalore at No. 1 and in Delhi as the

No. 2 station on the popularity charts.

Hindustan Times made a successful entry into the commercial capital of

IndiaMumbai, in July 2005.

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Overview

Name of company: - HT Media Ltd

Area of location: - Devnandan Mall,

Near Alis Bridge

Year of Establishment: - 1974

Registered office: -Hindustan Times

Head Office

Hindustan Times House

18 - 20, K G Marge

New Delhi - 110001, India

Tel : +91 11 23361234

Fax : +91 11 23704600

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Cont

Form of organization: -Limited

Website: - www. LiveMint.com

Chair Person: - Sobhana Bhartia

Accounting year: - April to march

http://www.live/http://www.live/http://www.live/http://www.live/http://www.live/

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Literature review

Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality

Values' which influence satisfaction behavior, further expanded by Berry in

2002 and known as the ten domains of satisfaction. These ten domains of

satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access,

Environment, Inter-departmental Teamwork, Front line Service Behaviors,

Commitment to the Customer and Innovation. These factors are

emphasized for continuous improvement and organizational change

measurement and are most often utilized to develop the architecture for

satisfaction measurement as an integrated model.

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Work done by Parasuraman, Zeithaml and Berry between 1985 and 1988

provides the basis for the measurement of customer satisfaction with a

service by using the gap between the customer's expectation of

performance and their perceived experience of performance. Perceived

service quality is the degree and direction of discrepancy between

customers service perceptions and expectations (Sasser, Olsen, and

Wyckoff 1978, Zeithaml and Parasuraman 2004). While multiple

interpretations of expectations have emerged in service quality research as

they have in customer satisfaction research.

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Research Methodology

OBJECTIVES OF RESEARCH:

To find out the positioning of MINT in the Ahmedabad city

To know the perception of the customers

To increase the market share of MINT by providing sales promotion

schemes

To make aware about MINT to the new customers in the market

DATA SOURCES

1. Primary data collection through questionnaire

2. Secondary data collection through journals, magazines.

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Cont

TYPE OF RESEARCH

Descriptive

RESEARCH INSTRUMENT

Questionnaire

SAMPLING TECHNIQUE

Random Sampling (Stratified random sampling )

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Which Financial Newspaper do you read?

Mint

29%

Economice times19%

Busuness standard

27%

Business line

17%

Financialexpress

8%

Financial News paper Do You Read

Mint

Economice times

Busuness standard

Business line

Financial express

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Interpretation

Through this graph we can interpret that the preference of newsreaders is

more towards Economic Times than others i.e., 19% and respectively the

acceptance of Business Standard is of 27%, after that comes The Financial

Express which is having the share of 8% of the total readers, then comes

the Business Line with a total of 17% of the market capture, where Mint

comprises of 29% of total readership base out of the customers which I

have surveyed.

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Hypothesis testing

Chi square -: Goodness of fit expected.

Step -:1

Ho-: The observed readership ratio from this research is the same as the

readership ratio of past research

H1-: The observed readership ratio from this research is not the same as the

readership ratio of past research.

Step -: 2 The statistical test being used is.

Chi-square test ()= (OiEi )2 / Ei

Degree Of Freedom (df) = n-1

Where, Oi = Observed Frequency

Ei = Expected Frequency

Step -: 3

Let = 0.05

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Step -: 4

Degree of freedom (df) = n-1

= 5-1

= 4

Significance Level = @ 5%

Table value (tab) = 9.4877

Calculated value (cal) = 17.15

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Step -:5 The observed value gathered in the sample data from the

table.

CRITERIAOi Ei

Mint29 20

Economic times19 20

Business standard27 20

Business line16 20

Financial express 6 20TOTAL - -

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Step -:6 The chi-square goodness of fit can then be calculated as shown

in table.

CRITERIAOi Ei Oi - Ei (OiEi)2 / Ei

Mint29 20 9 4.05

Economic times 19 20 -1 0.05Business standard

27 20 7 2.45Business line

16 20 -4 0.8Financial express 6 20 -14 9.8

TOTAL - - - 17.15

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Formulae:

Formula for Expected Value = Total No. of Samples / Total No. ofCriteria

= 100 / 5

= 20

Formula for Observe Value = Percentage Value of Related Criteria

out of 100 Samples.

Step -: 7Because the observed value of chi-square of 17.15 is

greater than the critical table value of 9.4877 the store manager will

except the null hypothesis.

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Cont

Which Thing do you look into while purchasing a Financial

Newspaper?

Content64%

Language26%

Paper quality

5% Price3%

Blanks

2%

Thing do you look into while purchasing FinancialNewspaper?

Content

Language

Paper quality

Price

Blanks

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Interpretation

As I have done the survey of people they mostly focus on language as there

are many complex words to understand those in financial paper it is very

difficult. As the class-A people who are C.A., Lawyer, Doctors, and

Brokers they can read English easily so they more focus on the content of

the newspaper. And the people who find the content good they can also

satisfied with the quality of the paper and also they will not look into the

price factor whether it is high or low.

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Cont

Do you find content of MINT more preferable than other newspapers?

78, 78%

18, 18%

4, 4%

you find content of MINT more preferable than othernewspapers?

Yes NO

Nill

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Interpretation

In todaysera people are so busy that they have no time to read detail news,

so the content provided by newspapers should be in short and sweet that

any person can easily understand, and as Mint is providing the information

more graphically rather than theory detail. So as they are satisfied with the

graphical information and so the ratio is more in content reading. The

people who like to read long news and dont understand graphs are very

few.

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Findings

Most of the readers agree that the language used in MINT is simple for them.

The supplements of MINT are fairly popular amongst target audience which isgood for the brand.

News channels and Internet media has affected the reading pattern of the readers up

to a considerable extent.

Lack of airline industry news as well as local NEWS also.

Agriculture industry news is not provided.

Service problem is the main problem with NEWSPAPER, because in our survey I

met so many people who did not get newspaper on daily basis in initial stages.

There is also one finding that font size of stock market related news is very small

so that they are not happy with it.

Some clients said that whatever hidden news shown by ET, other NEWS papers

that news are not covered by MINT.

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Conclusion

The market survey resulted into following conclusion:

As there are many strong competitors in the market like Economic times,Business Standard, Financial Express. So to reduce the competition MINT must

use aggressive selling techniques. People are mostly satisfied with the product

but they must give quality services to those customers who are not satisfied and

also do the sales promotion schemes to increase the sales.

Mint is growing in the media market tremendously. The finance news provided

by Mint is convenient and easy to understand in language. It is now no. 2 in

finance sector newspaper because of its marketing techniques and better

customer profiling. One can feel proud to do internship in Mint. It is one best

medium to improve our marketing skills of a person.

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Bibliography

Book References

By Kotler Philip, Keller Kevin Lane, Koshy Abraham, Zha Mithileshwar,Marketing Management (Twelfth Edition), Pearson Education Ltd.

By Cooper Donald P., Schindler Pamela S., Business Research Method (9th

Edition), Tata-McGraw Hill Publishing Co. Ltd.

Web References:

www.htmedialtd.com

www.livemint.com

www.indiannewspaper.com

Search Engine:

www.google.com

www.wikipeiia.com

www.mypdfsearch.com

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