Documente Academic
Documente Profesional
Documente Cultură
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
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
for
the
award
of
BACHELORS
OF
BUSINESS
ADMINISTRATION.
This report is the record of the students own effort your able supervision and
guidance.
DECLARATION
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.
A) CAREER
AND
EDUCATION
B) RUPAYAN- AAPKI
PERSONAL FRIEND.
C) SUNDAY
ANAND
AN
FRIDAY.
BOLE TO
DIRECT BOLLYWOOD
SE
COMPLETELY
SUNDEY.
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.
journal even in today's cut throat competition; Amar Ujala is still selling
Authenticity, Honesty and Trust.
10
1.
2.
3.
4.
5.
6.
7.
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
13
DEHRADUN
JHANSI
AHEMADABAD
CHANDIGARH
HYDERABAD
CHENNAI
PUNE
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
16
17
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
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
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
21
Ujala
performs its job inside as well as outside the organization in the market.
Circulation Department
22
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:
24
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
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
32
OPPURTUNITIES
Scope for market expansion in the WESTERN,
CENTRAL
THREATS
33
CONSUMER BEHAVIOUR
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.
35
36
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.
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
40
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
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
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
No of years
Percentage of respondent
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
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
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
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
Percentage of respondent
Yes
97
No
Percentage of respondent
80
70
60
50
40
30
20
10
0
Percentage of
respondent
50
51
Percentage of respondent
Yes
92
No
Percentage of respondent
100
90
80
70
60
50
40
30
20
10
0
Percentage of
respondent
52
Yes
No
Percentage of respondent
78
22
Percentage of respondent
90
80
70
60
50
40
30
20
10
0
Percentage of
respondent
53
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:
56
SUGGESTIONS
57
60
62
CONCLUSION
63
BIBLIOGRAPHY
BOOKS REFERRED
C.R. Kothari
Philip kotler
WEBSITES
www.amarujala.com
www.google.com
64