EXECUTIVE SUMMARYA project report containing the marketing research on ???Business Customer Attitude and Perception towards placing advertisement in English newspaper for Belgaum region and it??™s impact on Deccan Herald??™s new advertising supplement??? at The printers (Mysore) Pvt. Ltd. Belgaum.Deccan Herald??™s new advertising supplement is a supplement which company wants to launch for Belgaum region.
Where it wants to cover the uncovered advertising market , it wants to tap the market of advertisement who want or wish to advertise only for Belgaum city in English newspaper.This project is partial fulfillment of requirement of MBA 4th semester in Belgaum Institute of Management Studies (MBA).It was an opportunity to learn the practical aspects of industry. I had chosen this topic concerned to company requirement Deccan Herald is market leader in newspapers industry to Karnataka.In newspapers industry the maximum operating cost i.
e. around 65% of operating cost is generated from advertisements & 35% from sales of newspaper.Hence, to maintain it??™s position so to expand its operation it requires excess revenue hence it is targeted growing city advertising market, which are not covered by Deccan Herald.So company want to launch advertising supplement locally to cover the market. Now company want to know feasibility of this strategy & market response towards this.
Accordingly I set the objective & collected the required information through structured questionnaire that included requirements what the company needed. Questionnaire is attached in the appendix.INTRODUCTION The project consists of the topic ???Business Customer Attitude and Perception towards placing advertisement in English newspaper for Belgaum region and it??™s impact on Deccan Herald??™s new advertising supplement??? at The printers (Mysore) Pvt. Ltd. Belgaum.Deccan Herald is leading brand newspaper in Karnataka. It is published by The Printers (Mysore) Pvt.
Ltd.I carried out my project in ???The Printers (Mysore) Pvt. Ltd. At Belgaum who are the publishers of Deccan Herald newspaper.The maximum operating cost in newspaper industry is generated from advertisement placed in newspapers.
Now company wants to expand its strategy to cover the uncovered advertising market that want to advertise locally i.e. Belgaum city in English newspaper who have the potential to advertise.
Hence company want to know customers attitude & response towards English newspaper in giving advertisement to assess the future impact on new launch of Deccan Heralds advertising supplement.Keeping this objective in mind I have designed the research to trace the problem.I have designed the structured questionnaire to collect the required data for my study.LITERATURE REVIEWPERCEPTION: .Perception is the process by which the people select, organize and interpret information to form a meaningful picture of the world. People can from different perception of the same stimulus. A stimulus is any unit of input to any of the senses. An example of stimuli includes products, packages, brand names, advertisements and commercials.
BRAND:The word brand is a comprehensive, encompassing other, narrower terms. A brand is a name and / or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing product.A brand name consists of words, letters and / or numbers that can be vocalized. A brand mark is the part of the brand that appears in the form of symbol, design or distinctive color or lettering.
A brand mark is recognized by sight but cannot be expressed when a person pronounces the brand name.Approaches to create Perceptual MapsAttribute-based approaches:An important assumption of attribute-based approaches is that, we can identify attributes on which individuals perceptions of objects are based..
. Two approaches-Factor analysis and discriminate analysis usually are used to reduce the attributes to a small number of dimensions.Factor Analysis:Factor Analysis is a generic name given to class of techniques whose purpose often consists of data reduction and summarization used in this way, the objective is to represent a set of observed variables in terms of a smaller number of hypothetical underlying and unknown dimensions which are called factors. Factor Analysis seeks to find group of variables that are highly correlated, but have little correlation with variables in other groups. The groups of highly correlated variables represent what are known as latent factors that describe unobservable real world quantities in terms of few correlated variables.The type of factor analysis used in this research is called exploratory factor analysis and is the most common type used in marketing research application.Factor Analysis does not entail partitioning the data matrix in to criterion and predictor subsets; rather interest is centered on relationships involving the whole set of variables.In Factor Analysis the analyst is interested in examining the “Strength.
” of the overall association among variables in the sense that he or she like to account for this association in terms of a smaller set of linear composites of the original variables that preserve most of the information in the full data. Often ones interest will stress description of the data rather than statistical inference.Discriminate Analysis:The goal of discriminate analysis is to generate dimensions (termed & discriminate function factors) that will discriminate or separate the objects as much as possible. ? Discriminate Analysis identifies clusters of attributes on which objects differ. The discriminate analysis objective of selecting attributes that discriminate between objects seems sensible. ? A second useful characteristic of discriminate analysis is that it provides a test of statistical significance. The null hypothesis is that two objects actually are perceived identically.
? A third quality of discriminate analysis is that it will identify a perceptual dimension even if it is represented by a single attribute.Correspondence Analysis:When the data consists of rows of zeros and ones reflecting the association of an attribute or other variable with a brand or other object, the appropriate MDS technique is termed Correspondence Analysis. Correspondence Analysis generates as an. output a perceptual map in which the elements of attributes and brands are both positioned.
Multi Dimensional Scaling:MDS addresses the general problem of positioning objects in a perceptual space. Multi Dimensional Scaling basically involves two problems. ? The dimensions on which customers perceive or evaluate objects (Organizations, products, or brands) must be identified. ? Objects need to be positioned with respect to these dimensions. The output of MDS is the location of the objects on the dimensions, and. is termed a Perceptual Map.It would be convenient to work with only two dimensions, since the objects could then be portrayed graphically.
However, this is not always possible, because additional dimensions sometimes are needed to represent customers perception and evaluations.Statement of the ProblemThe maximum operating cost in newspaper industry is generated from advertisement placed in newspapers i.e. around 65% of operating cost is generated from advertisements & 35% from sales of newspaper.
Hence, to maintain it??™s position and to expand its operation it requires excess revenue hence it is targeted growing city advertising market, which are not covered by Deccan Herald.Deccan Herald??™s new advertising supplement is a supplement which company wants to launch for Belgaum region. Where it wants to cover the uncovered advertising market , it wants to tap the market of advertisement who want or wish to advertise only for Belgaum city in English newspaper.
Management Problem:Organization wants to launch new advertisement supplement for Belgaum region so company wants to get pre-response of target customer to forecast future response.Research ProblemTo know the business customers attitude & perception towards English newspaper & its impact on Deccan Herald new advertising supplement for Belgaum region.Project Title: ???Business Customer Attitude and Perception towards placing advertisement in English newspaper for Belgaum region and it??™s impact on Deccan Herald??™s new advertising supplement???Scope of the study:This study helps to solve the problem of management by providing information about target customer??™s expectation; it also provides information about potential market which company can tap, by using this study information company can formulate the strategy for most favorable & good results, company can make any alteration if required before launching Deccan Herald new advertising supplement for Belgaum regionObjective: ? To identify the attitude & perception of business customers towards placing advertisement for Belgaum region in English newspaper ? To find the potential marketing for Deccan Heralds new advertising supplement. ? To identify the factors influencing business customers the most while placing advertisement in newspaper. ? To identify the business customers expectation from Deccan Herald??™s new advertising supplement for Belgaum region.COMPANY PROFILEThe Printers (Mysore) Pvt.
Ltd.,INTRODUCTIONType – Daily NewspaperFormat ??“ BroadsheetOwner ??“ The PrintersFounded ??“ 1947Political allegiance ??“ Left wingHeadquarter ??“ BangaloreWed: – http://www.deccanherald.comHISTORYEvery day Deccan Herald touches the lives of the people of Karnataka.
Today the daily shapes the opinions and directs their actions. Deccan Herald was born 54 years ago when the first edition hit the streets on June 16, 1948. The newspaper was a reflection of the optimism, and a voice of the aspirations of a newly independent nation.Proud of its regional moorings and responsive to global changes, Deccan Herald is Karnatakas guide to the times we live in. Karnataka and Bangalore hold a special place in the newspapers scheme of things, but its coverage of national and world happenings is equally comprehensive and analytical. Deccan Herald is also the voice of the poor and the underprivileged.
On its agenda is a relentless campaign against corruption and advocacy of pro-environment economic development. The very analytical opinion/policy page presents a variety of views on national, state and international issues. Regular columnists and experts in various fields place the latest events in perspective. The well-written editorials are known for their unbiased and informed commentary on events and developments.
The newspapers human-interest reports and profiles of interesting personalities give the reader not only news and views, but also the emotions and the drama behind the happenings. Special sections like Miscellany, On the Beat and Around the City encapsulate offbeat happenings in a short and snappy manner.DREAM OF A VISIONARYDREAM OF A VISIONARYMr. K N Guruswamy had a dream. The year was? 1948. The heady days just after the nations independence. Mr. Guruswamy had dedicated his life to truth and impartiality and he would not rest till his vision took concrete form.
The result was The Printers (Mysore) Private Limited and its publications -? Deccan Herald, Prajavani, Sudha and Mayura. An? institution that has completed 50 glorious years of chronicling the joys and sorrows of the people of Karnataka, India and the world.Over the years, the group has not forgotten what provides value to readers. Therefore, along with core competency, it satisfies the aesthetic needs of itsreaders with innovative layout and design in all its publications. Its well-designed publications achieve high communication impact by helping the reader cut through all the information clutter.
The Groups strong identity is, therefore, the starting point, and not the? residue, of any effort to win and keep readers.While cementing its traditional strengths, the? Group is also geared to face new challenges and enhance emotional contact with its readers.As the Group believes that change is the only constant, it treats critical thinking as a dynamic process and keeps pace with the rapid change in the newspaper and magazine publishing industry.? CORPORATE PHILOSOPHYCORPORATE PHILOSOPHYThe Printers (Mysore) Private Limited continues to give shape to the founders ideals, acting as an instrument of service to the people. Here, everybody shares in the pursuit of excellence. And todays widening geopolitical compulsions only make the job more challenging.
A band of hardcore professionals bonded together by team spirit, the people at The Printers (Mysore) Private Limited are passionate about growth and compassionate about people.? MPUTERISATION? COMPUTERISATIONFrom manual operations to computerized systems, the Group focuses on Electronic News Transmission and processing. Hence its facility at Bangalore is completely computerized, right from front end up to billing.
It was the first Indian publication to provide notebook computers to all its State correspondents. Moreover, all district correspondents have desktops and modems and are connected over I-Net. Since November 1989, Hubli has been a facsimile office – the latest in news publishing the world over.? The Printers (Mysore) Private Limited was the first Indian publication group to introduce colour in the main issue.
Deccan Herald and Prajavani evolved to colour in 1987 with colour supplements. Today both newspapers have special sections on every single day of the week and colour on all days of the week. Both magazines also offer high quality colour forms for both editorial as well as advertisements.? As Karnataka prepares to be the business nucleus of the 21st century, The Printers (Mysore) Private Limited is also preparing to keep pace with a sophisticated expansion and integration programmed designed to make each of its publications reflect the true essence of the new Karnataka. With this objective, the Group is now focusing on making its publications superior, not just in terms of the reading material but also in technology and quality.
? TEC TECHNOLOGICAL SUPERIORITY HNOLOGICAL SUPERIORITY? When it started publication in 1948, Deccan Herald was produced on printing equipment that was comparable to the best in this part of the country at the time.From stereo rotary machines to linotype composing machines to fully computerised editing and page production systems and web offset colour printing, it has been striding along the steady path of modernization. The automation extends today to counting, packaging and strapping of the printed copies rolling out of the rotary machines. Side by side. Advances in newspaper concepts, content, design and layout have helped Deccan Herald keep pace with the rapidly expanding interests of its readers.? WELFARE? WELFAREThe blueprint for rapid growth is appreciation, excellent infrastructure and a healthy and safe work environment that ensures job satisfaction. The Group cares for its people.
So it has several comprehensive programmes designed to change attitude and behaviour and hone strategic decision-making and problem solving skills.Encouragement received from the Group has helped the DHPV Lalitha Kala Sanghas troupes to win many major awards and shields in cultural contests at the State level. The Groups sports squads too have fared well in sports meets and tournaments organized for the media. A unique feature is the counselling service offered to employees facing crises of diverse kinds.
? Redefining excellence? Redefining excellenceFifty spectacular years of growth, multi-faceted and on target. Fifty years of active interaction with Karnataka. its people, their aspirations, and the history they have made. Today, the Group is poised to stand tall among the newspaper giants of the country.? COMMITMENT TO QUALITY – ISO 9002COMMITMENT TO QUALITY – ISO 9002? As the first step towards total quality, the Group changed its quality control processes from reactive to proactive. And installed a quality system ISO 9001:2000 – model for quality assurance in production, installation and servicing. With this, the Group has become the first publishing house in the country to receive this prestigious certification for all its facilities.
The functions covered in the quality system include advertisement, editorial, materials, production and training.? Total Quality Management (TQM):Total Quality Management (TQM):? The Group believes in Total Quality Management (TQM) which is an effective system of integrating quality improvement efforts so as to provide a product that ensures customer satisfaction. Every section of the organisation is therefore geared to face challenges.
A common vision, a common mission and common goals bind people together here.? Not content with streamlining its day-to-day functioning, the Group is constantly integrating quality into its corporate strategic planning process.? Every day Deccan Herald touches the lives of the people of Karnataka. Today the daily shapes the opinions and directs their actions. Deccan Herald was born 54 years ago when the first edition hit the streets on June 16, 1948. The newspaper was a reflection of the optimism, and a voice of the aspirations of a newly independent nation.
Proud of its regional moorings and responsive to global changes, Deccan Herald is Karnatakas guide to the times we live in. Karnataka and Bangalore hold a special place in the newspapers scheme of things, but its coverage of national and world happenings is equally comprehensive and analytical. Deccan Herald is also the voice of the poor and the underprivileged. On its agenda is a relentless campaign against corruption and advocacy of pro-environment economic development.
The very analytical opinion/policy page presents a variety of views on national, state and international issues. Regular columnists and experts in various fields place the latest events in perspective. The well-written editorials are known for their unbiased and informed commentary on events and developments. The newspapers human-interest reports and profiles of interesting personalities give the reader not only news and views, but also the emotions and the drama behind the happenings. Special sections like Miscellany, On the Beat and Around the City encapsulate offbeat happenings in a short and snappy manner.SPECIAL SUPPLEMENTS? To each his own – that is the rationale behind Deccan Heralds multi-faceted special supplements. Each Sunday morning the reader finds three special colour sections waiting on his doorstep.SUNDAY HERALD is a supplement with strong thought-provoking and mainstream concerns, as well as regular features on consumer issues, green subjects, animal welfare, gardening, bridge, crossword and offbeat travelogues.
The Entertainment section of the Sunday magazine tells the reader about all thats hot and happenin in showbiz.ARTICULATIONS are devoted to literature and art, with in-depth interviews, quality fiction and book reviews. Articulations also include debates on education.? ECONOMY AND BUSINESS is the weekly round up of thecountrys industry, trade and commerce. Using interview based articles and features on international developments from foreign publications; it also brings in a global perspective on money matters.
The COMMENT column analyses issues like policy decisions, mergers, takeovers and other corporate events.SCIENCE AND TECHNOLOGY carries articles on science, industry, agriculture, development, health, information technology, ecology and research & development. Experts write articles for the specialist as well as the lay person.? AVENUES are a weekly supplement that focuses on careers, personnel and corporate management issues. In-depth features on aspects of human resource development and organizational behaviour by management veterans are the sections highlights.
Also included here are appointment advertisements.SPORTSCENE reviews and previews the sporting action of the week past and the week ahead. It covers sports personalities, keeps track of developments in sports and profiles regional talent. The supplement unravels controversies and at regular intervals brings to light malpractices and corruption in the sporting arena. Sportscene also has the OPINION column which comments on sports related issues. The RESPONSE section gives readers an opportunity to express their opinions on sports matters.METROLIFE Your bond with Bangalore, was started on November 28, 2002. This eight page tabloid size supplement captures the happenings in and around Bangalore and contains lively articles on civic issues in the city, eating out, and weekend getaways around Bangalore, shopping, fashion, real estate and crime file.
? SPECTRUM carries a wide range of articles on the people of Karnataka. Profiles of personalities and development stories from the districts are also included.LIVING concentrates on the home and family with a look at contemporary life and forays into the realms of nostalgia. It features changes in lifestyle. dress codes, home decor, gardening, child rearing, relationships, attitudes, table manners and home remedies.
? OPEN SESAME is a fun-filled eight page tabloid for kids packed with some of the the best childrens writing from India, do-it-yourself columns, nature notes, riddles, serial stories that are specially commissioned, everyday science, reflections of school teachers and the occasional comic strip. And of course the reader-friendly page of letters from the young readers responding to the messages and queries of Sesame Seed, the sections mascot.THE WORLD WIDE WEB: On April 15, 1996, Deccan Herald launched its Internet edition.
Today Deccan Herald reaches out to the world and its innovative and easy to navigate web site is a big hit with netizens.ZONED EDITIONSDeccan Heralds several zoned editions serve to cover local news in greater detail and to highlight the developments in these areas, thus being in touch with readers in every region of Karnataka.HUBLI PRINTINGKarnataka, the land of culture, also happens to be the land of distances.
With the increase in technological sophistication, The Printers (Mysore) Private Limited has found a solution to this problem. The facsimile edition of Deccan Herald and Prajavani was launched on November 1, 1989. Edited in Bangalore, the news is sent through high speed telecommunication lines to Hubli-Dharwad where the paper is printed and distributed.By using the cutting-edge of technology, like total digital workflow, to its advantage, The Printers (Mysore) Private Limited has made sure that its publications reach readers in this region on time. The Group challenged basic assumptions like the problem of distance and came up with specific strategies to tap resources using technology as a tool. Three 64 KB lines enable quick transmission of data. Offset printers like Newsline 45 and Coroset which run on state-of-the-art technology can print up to 40,000 copies per hour. As a result, circulation has increased and the Group is constantly expanding its market in this region.
Readers in the districts of Dharwad, Karwar, Shimoga, Davangere, Bijapur, Bellary and Belgaum welcome the day with Deccan Herald and Prajavani.HYDERABAD-KARNATAKA EDITION? In addition to Bangalore and Hubli printing, Deccan Herald and Prajavani started printing a separate Hyderabad-Karnataka edition in Hyderabad? on June 15, 1999 to facilitate the readers of the northern Karnataka districts of Gulbarga, Bidar and Raichur getting their papers well in time. The printing was shifted to Gulbarga on March 11, 2001MANGALORE EDITIONTo serve the interests of the readers in coastal Karnataka and to ensure that they get their favorite newspaper at the crack of dawn, the Group set up a printing plant at Mangalore and started printing a separate edition on August 25, 2000. The number of editions, districts served and copies printed from these centers are as followsBelur PlantFour editions.
Serves districts of Bellary, Koppal, Raichur, Bijapur (part), Bagalkot, Davangere, Shimoga (part), Uttara Kannada, Belgaum, Haveri, Gadag and DharwadMangalore PlantTwo editions. Serves the districts of Chikmagalur, Shimoga (part), Kodagu, Udupi and Dakshina Kannda besides KasargodGulbarga PlantTwo editions. Serves the districts of Raichur, Bidar, Bijapur (part) and GulbargaORGANIZATION CHART[pic][pic]CONCEPTUAL BACKGROUND OF THE STUDYGENERAL CONCEPT:Industrialist and mangers, which earlier perceived management to be more of an art, have started realizing that management of business requires a more systematic and scientific approach and are looking to theory for basis management solutions. This has resulted in exhaustive R&D in business theory, which has given has given also Management Information Systems.MARKETING:Marketing is a social Process by which individuals and group obtain what they need want through creating offering and freely exchanging products and services of values with others.Accordingly to Peter Druker their will always, one can assume be need for some sealing. But the aim, of marking is to make selling superfluous.
The aim of marketing is to know and understand the customer so we that the products or services fits him and sells it. Ideally marketing should result on a customer who is ready to but all that should be needed then is to make produce or service available.Evolving even of marketing role in the company:Some company department (often manufacturing finance and R&D) beeline a stronger marketing function threatens their power in the organization. Initially the marketing function is seen as one of several equally important functions in a check and balance relationship. Lack of demand leads marketers to argue that their function is more important. Enthusiasts go further and say marketing is the major function of the enterprise, for without customers there would be a company.
Enlightened marketers classify the issue by putting the customers rather then marketing at the center of the company. They argue for a customer orientation in which all functions work altogether to respond to serve and to satisfy the customer. Some marketers say the marketing still needs to command a central position if the customer??™s needs are to be correctly interpreted and effectively satisfied.MARKETING INFORMATION SYSTEM:Every firm must organize a rich flow of information to its marketing managers competitive company study their manager information needs and design marketing information system to meets their needs.A MIS consists of people, equipment and procedures together, sort, analyze, evaluate and distribute needed timely and accurate information to the marketing decision makers.The information is developed through internal company records, marketing Intelligence activities, marketing research and marketing decision support analysis.
BRAND:Branding is major issue in product strategy on the one hand developing branded product requires a greater deal of long term investments, especially for advertising, promotion and packing. Many brand oriented companies markets say ???brand is the name, term, sign, symbol or a combination of them intended to identify the goals or service of one seller or group of sellers to differentiate them from those competitors.???In essence, a brand identifies the seller or maker; it can be a name, trade ark, log or the other symbol, under trademark law, the seller is granted exclusive fights to the use of brand name in perpetuity.A brand is essentially a seller promise to deliver a specific set of features, benefits and service consistently to the buyers.
The best brands convey a warranty quality, but a brand is an even more complex symbol. It can convey up to six levels of meaning. ? Attributes: a brand brings to mind certain attributes ? Benefits: attributes must be translated into functional and emotional. The attribute durable could translate into the functional benefit. ? Values: The brand also says something about the producer??™s value. ? Culture: The brand may represent or certain culture like Mercedes represent German culture, organized efficient, high quality. ? Personality: the brand can project a certain personality.
? User: the brand suggests the kind of customers who buys or uses the product.If a company treats a brand only as name, it misses the point. The branding challenge is to develop a deep set positive associations for the brand. Marketers must decide at which level to anchor the brands identity.BRAND EQUITY :Brands vary in the amount of power and values they have in the market place at one extreme are brands that are not known by most of the buyers. Then their brands for which buyers have high degree of brand awareness. Beyond this brands are with high degree customers rather that marketing of acceptability.Then there are brands that enjoy high degree of brand preference finally there are brands that command a high degree of loyalty.
According to Aaker, to the degree of brand name recognition perceived brand quality, strong mental and emotional associations and other assets such as patents, trade marks and channel relationship.A brand name needs to be carefully managed so that its equity does not depreciate. This requires maintaining or improving brand awareness.
perceived quality and functionality and positives associations . These tasks require continuing in R & D investments, skill full advertisement and excellent trade and consumer service.BRAND PULL:Brand pull is nothing but pulling effect by consumer for particular product. It means that the customer demand for particular brand. The customers will not refer to buy any other brand it is not available with dealers. Brand pull is very important for particular products to become successful in the market. It sores the acceptance the by the customer for a particular branded products. For attracting customers the product should fulfill the needs and wants of the customers.
That is the product should give satisfaction the customer.BRAND PUSH :Brand push is another strategy. Brand push is done mostly by dealers if particular is not selling or else if the customer has no choice to buy which brand, then the dealer will suggest to buy the particular brand and try to convince the customer to purchase, that brand is termed as brand push service.CUSTOMER DRIVES 3 KINDS SERVICES:Before sales service i.
e. providing needed information to the buyer about the product service at the time of sales : when selling process takes place, the company should take care about the quick and delivery, installation etc.After sales service when sales have been some to the customer, the company should think the customer is part of the family. So attending any emergency repair or any kind of service required should be met immediately so as to retain the customerQUALITY:It is a totally of features and characteristics of a product or service that bare on its ability to satisfy stated or implied needs.We can say that the seller has delivered quality whenever the sellers product or service meets or exceeds the customer expectations.DISTRICUTION EFECIENCY:Management needs to search for distribution economies in inventory control, warehouse locations and transportations modes.
One problem that distribution efficiency declines when the company experiences the strong sales increases. it may causes in meeting delivery dates. This leads customers to badmouth the company eventually ales fall.MEANING OF THE CUSTOMER SATISFACTION:Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyer??™s expectation in general;???Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his/her expectations.
As this definition makes clear, satisfaction is a faction of perceived performance and expectations. If the performance falls short of expectation, the customer dissatisfied, highly satisfied, delighted.Many companies are aiming for high satisfaction, because customers who are just satisfied still find it easy to which when a better offer comes along. Those also are highly satisfied are much less ready to switch high rates faction or delight creates un emotional bond with the brand, net just a rational preference the result is high customer loyalty .Buying experiments friends and associates advice and market and competitors information and promises. If marketer raises expectations too high the buying is likely to be disappointed.A customer decision to be loyal or to default is the sum of many small encounters with the company, consulting firms etc.
corporation says that in order to convert all the small encounters to customer loyalty, companies need to create a ???Brand Customer Experience???Customer oriented thinking requires the company to define customer needs from the customer point of view not from its own point of view. Every product involves trade offs,, and management can not known what these are without talking to and researching customers. Thus a car buyer would like a high performance car that never breaks down that is safe, attractively styled and chief. Since, all of them virtues cannot be confined in one carry the car designer must make hard chooses not on what pleases them but rather on what customer prefer are expect. The aim, after all, is to make a sale through meeting the customer??™s need.Why is it supremely important to satisfy to customerBasically because of company??™s sale each period comes from two groups. New customers and repeat customer.
It always cost more to attract new customers than to retain current customer. Therefore, customer retention is more critical than customer attraction.The key to customer retention is customer satisfaction to satisfied customer. ? Buys again ? Talks favorably to others about the company.
? Pays less attention to competing brands and advertising. ? Buys other products from the same company.A customer oriented company would track its customer satisfaction level each period and set improvement goals. If they manage to increase customer satisfaction and loyalty, it does not have top worry even if its profits are down in a particular year. It is on the right track satisfaction keeps falling it is on the working track. Profit would go up or down in a particular year for many reason, inclosing rising controls falling prices, major new investments and soon. But, the ultimate sign of a healthy company is that its customer satisfaction index is high an d keeps rising companies future profits.Effectiveness of program:Whenever a company launches any promotional activity it??™s necessary to know the effectiveness of that activity i.
e. Whether the activity is reaching the targeted customers, Are the customers satisfied with the attributes of the activity, does this activity meets is objectives etc. And also the awareness level of that activityMARKET REASEARCHDEFINATION:Marketing research is the function which lines the consumer customer and public to the marketer through information used to identify and define marketing opportunities and problems , generates refine and evaluates marketing action, monitor marketing performance and impure understanding of marketing as process.Marketing research specifies the information required to address these issues designs the method for collection information manages and implementing the data collection process analyze the result and communicates the findings and their implication.OBJECTIVES OF THE MARKETING RESEARCH:Some of the research objectives are as follows, ? To gain familiarity with a phenomenon, event, product or service. ? To determine the frequency with something occurs or with it is associated with something else.
? To test the hypothesis of casual relationship between variables. ? To understand the requirement of market and formulate strategies as per the requirements.SAMPLINGSample : Representation of a particular population and is the subset of the population: . Concerned to my project, The sample represented is , as sample size of 100 units in number. Sample is consisting of the Business customers of Belgaum city who give advertisement in newspapers1.Sampling Population: -Business organizations of Belgaum City.
2. Sampling Frame:- Major business area of Belgaum city i.e., .
RPD cross, Khade Bazaar, Fort Road ,college road etc.3. Sampling Unit:- Sampling unit consisting of the selected sample.4.
Sampling Size:- 100 Units.5. Sampling Method :- Convenient Random SamplingStages in selection of a sample : ? Define the target population.
? Specify the sampling frame ? Specify sampling method ? Determine sample size. ? Specify sampling plan. ? Select the sample.Define the target population concerned to my project :I have selected the target population as, the Business customers of Belgaum city who give advertisement in newspapersSelect the sampling frame:Concerned to my project, the sampling frame held in Belgaum city and major parts of Belgaum city, i.e.
RPD cross, Khade Bazaar, Fort Road ,college road.Specify sampling units:Sampling unit consisting of the selected sample.Specify sampling method.
Concerned to my project, I am using the convenient random sampling method, where there is a probability of selecting any Business customerDetermination of the sample sizeConcerned to my research sample size selected is 100 units i.e. value of the information records the cost.
RESEARCH DESIGNSteps in Research design ? Define the research problem ? Estimate the value of Information ? Select the data collection method ? Select the measurement technique ? Select the sample ? Select the analytical approach ? Evaluate the ethics of the research ? Specify time & financial cost ? Prepare the research proposalStep 1: Define the research problem To know the Business customers attitude & Perception towards placing advertisement in English newspaper at Belgaum city to enhance its impact on new launch of Deccan Heralds advertisement supplement for Belgaum region .Step 2: Estimate the value of the informationThe value of information should exceed the invested cost. I am conducting the sample survey method, & my sample size for my research is 100 units.Step 3: Select the data collection methodI decided to go for survey method i.
e. simple random sample using the questionnaire conducting the survey & using Dichotomous (close-ended) & open-ended questions.Step 4: Select the measurement techniqueDescriptive type of research, using the questionnaire with open & close-ended questions.Step 5: Select the sampleThe sample would be the business customers within Belgaum city who place their organization advertisements in newspapers .Step 6: Select the analytical approachAnalyzing the collected information with the help of percentages (%) using SPSS software.Step 7: Evaluate the ethics of the researchThe collected information (data) will be used for solving the management problem & not for any non-ethical objectives will be addressed.Step 8: Specify time & financial costStep 9: Prepare the Research proposalData Collection MethodPrimary Data: ??? Questionnaire ??? Personal InteractionSecondary Data: ??? Company Website ??? Executive InteractionMeasuring ToolsFor analyzing and measuring the collected data I used SPSS Software|DATA CODE SHEET ||SL.NO.
|Q1 |Q2 |Q3 |Q4 |Q5 | ||Valid |new paper |76 |76.0 |76.0 |76.
0 | || |Local TV |20 |20.0 |20.0 |96.
0 || |channel | | | | | || |Magazines |4 |4.0 |4.0 |100.0 | || |Total |100 |100.0 |100.
0 | | |[pic]INTERPRETATION:The above graph revels that 76% of respondent prefer giving advertisement in newspaper, 20% for local TV channels and 4% for magazines.2) Do you give advertisement of your organization in newspapers| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |Yes |100 |100.0 |100.0 |100.0 | |[pic]INTERPRETATION:Above graph reviles that 100% of the respondents give advertisement of their organization in new papers3) For giving your organization advertisement which language do you prefer| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |English |9 |9.
0 |9.0 |9.0 | || |Marathi |11 |11.0 |11.0 |20.0 | || |Kannada |13 |13.0 |13.
0 |33.0 | || |Kannada and |27 |27.0 |27.0 |60.
0 || |Marathi | | | | | || |English and |40 |40.0 |40.0 |100.0 || |other | | | | | || |Total |100 |100.0 |100.
0 | | |[pic]INTERPRETATION:Above graph reviles that 9% of the respondents prefer giving advertisement in English language, 11% for Marathi, 13% for Kannada, 27% for Kannada and Marathi and 40% for English and other.4) Do you prefer giving advertisement in English newspaper| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |Yes |86 |86.0 |86.
0 |86.0 | || |No |14 |14.0 |14.
0 |100.0 | || |Total |100 |100.0 |100.
0 | | |[pic]INTERPRETATION:Above graph reviles that 86% of the respondents prefer giving advertisement in English newspaper and 14% of the respondents do not prefer.5) At present do you give advertisement in any English newspaper| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |Yes |50 |50.0 |50.0 |50.0 | || |No |50 |50.
0 |50.0 |100.0 | || |Total |100 |100.0 |100.0 | | |[pic]INTERPRETATION:Above graph reviles that at present 50% of the respondents give advertisement in English newspaper and 50% of the respondents do not give the advertisement in English newspaper at present.
6) If yes which newspaper does you prefer giving advertisement| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |Vijay times |13 |13.0 |25.5 |25.5 | || |Times of India|20 |20.0 |39.
2 |64.7 | || |Deccon Herald |8 |8.0 |15.7 |80.4 | || |Others |10 |10.0 |19.
6 |100.0 | || |Total |51 |51.0 |100.0 | | ||Missing |System |49 |49.0 | | | ||Total | |100 |100.0 | | | |[pic]INTERPRETATION:Above graph reviles that at 13% of the respondents place advertisement in Vijay Times newspaper, 20% in Times of India, 10% in Deccan Herald, 7% in others in English newspaper.
7) What is your advertisement budget for the year| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |Below 100000 |24 |24.0 |24.0 |24.0 | || |100000-200000 |42 |42.0 |42.0 |66.0 | || |200000-300000 |26 |26.
0 |26.0 |92.0 | || |Above 300000 |8 |8.0 |8.
0 |100.0 | || |Total |100 |100.0 |100.
0 | | |[pic]INTERPRETATION:The above graph reviles that 24% of respondents advertising budget for the year is below 1,00,000, 42% of the respondents advertising budget is between 1,00,000-2,00,000, 26% of the respondents advertising budget is between 2,00,000-3,00,000 and 8% of the respondents advertising budget is above 3,00,000.8) Are you aware of Deccan Herald newspaper| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |Yes |100 |100.0 |100.0 |100.
0 | |[pic]INTERPRETATION:Above graph reviles that at 100% of the respondents aware of Deccan Herald newspaper9) For reaching what type of customer advertisements are given in Deccan Herald you feel| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |Very high |20 |20.0 |20.0 |20.0 || |class | | | | | || |High class |57 |57.
0 |57.0 |77.0 | || |All |23 |23.0 |23.0 |100.0 | || |Total |100 |100.
0 |100.0 | | |[pic]INTERPRETATION:Above graph reviles that at 9% of the respondents feel advertisement are given in Deccan Herald to reach very high customers, 57% feel advertisement in Deccan Herald are given for reaching high class customers and 23% feel to reach all customers10) Do you prefer giving advertisement in Deccan Herald, if it comes with Spl advertisement supplement only for Belgaum region| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |Yes |70 |70.0 |70.0 |70.0 | || |No |7 |7.0 |7.
0 |77.0 | || |Not exactly |23 |23.0 |23.0 |100.0 | || |Total |100 |100.
0 |100.0 | | |[pic]INTERPRETATION:Above graph reviles that at 70% of the respondents prefer giving advertisement in Deccan Herald if it comes with special advertisement only for Belgaum region.11) Rank the factor, which you consider before giving advertisement in newspaper on their priority| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |Advertisement |18 |18.
0 |19.4 |19.4 || |rates | | | | | || |Circulation |24 |24.0 |25.
8 |45.2 | || |Coverage area |21 |21.0 |22.6 |67.7 | || |Relation ship |10 |10.0 |10.8 |78.5 | || |Brand name |20 |20.
0 |21.5 |100.0 | || |Total |93 |93.0 |100.0 | | ||Missing |System |7 |7.0 | | | ||Total | |100 |100.
0 | | | |[pic]INTERPRETATION:Above graph reviles that at 18% of the respondents consider advertisement rate as major factor before placing the advertisement in newspaper, 24% consider circulation has major factor, 21% consider coverage area has the major factor, 4% has relationship and 20% consider brand name of newspaper as major factor before placing the advertisement in newspaper.12) What is your perception towards Deccan Herald newspapers performance in market for giving advertisement| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |Very good |21 |21.0 |22.6 |22.
6 | || |Good |53 |53.0 |57.0 |79.
6 | || |Good nor bad |19 |19.0 |20.4 |100.0 | || |Total |93 |93.0 |100.0 | | ||Missing |System |7 |7.0 | | | ||Total | |100 |100.0 | | | |[pic]INTERPRETATION:Above graph reviles that at 21% pursue Deccan Herald??™s newspaper performance in the market for giving advertisement is very good, 53% respondent pursue giving advertisement in Deccan Herald is good and 19% respondent pursue placing advertisement in Deccan Herald is neither good nor bad.
13) Your expectation from Deccan Herald new advertisements supplement| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |Print quality |28 |28.0 |30.1 |30.1 | || |Cost effective|28 |28.0 |30.1 |60.2 | || |Good |20 |20.0 |21.5 |81.7 || |circulation | | | | | || |Others |17 |17.0 |18.3 |100.0 | || |Total |93 |93.0 |100.0 | | ||Missing |System |7 |7.0 | | | ||Total | |100 |100.0 | | | |[pic]INTERPRETATION:Above graph reviles that at 28% of the respondents expect print quality from Deccan Herald new advertising supplement for Belgaum region if introduced, 28% expects cost effectiveness, 20% good circulation and 17% other.14) Do you prefer new advertisement supplement should published| | |Frequency |Percent |Valid Percent |Cumulative || | | | | |Percent | ||Valid |Daily |33 |33.0 |35.5 |35.5 | || |Weekly |42 |42.0 |45.2 |80.6 | || |Monthly |18 |18.0 |19.4 |100.0 | || |Total |93 |93.0 |100.0 | | ||Missing |System |7 |7.0 | | | ||Total | |100 |100.0 | | | |[pic]INTERPRETATION:Above graph reviles that at 33% of the respondents prefer advertising supplement of Deccan Herald should be published daily, 42% prefer it should be published weekly and 18% prefer it should be published monthly.Findings 1. 79% prefer giving advertisement newspaper & 20% is local TV channel it means newspapers are the most preferred media for advertisement. 2. 100% of the respondent advertises in newspaper it means maximum organization give advertisement in newspapers. 3. 48% of the respondent prefers giving advertisement in English & other languages newspaper & 9% only in English newspaper it means customer attitude towards English newspaper is positive. 4. 86% of the respondent prefers giving advertisement in English newspaper only for Belgaum region it means there is lot of potential advertisement market, which can be covered by Deccan Herald. 5. At present only 50% of respondent give advertisement in English newspaper hence, there is huge potential market to be covered & this can be potential market for Deccan Herald. 6. Vijay times & Times of India have covered advertising market of Belgaum city at present. 7. Most of respondent budget is between 1,00,000-2,00,000 this is the ideal budget for placing advertisement in Deccan Herald advertisement supplement for Belguam region. 8. 100% of respondent are aware of Deccan Herald newspaper. 9. 57% of respondent perceive that advertisement in Deccan Herald are given to reach class customers. 10. 70% of respondents prefer giving advertisement in Deccan Herald if it comes only for Belgaum region it is positive attitude towards Deccan Herald advertisement supplement 11. Circulation, coverage area & brand name are the factors, which influence the most while placing advertisement in newspaper. 12. 53% of respondent??™s perception towards Deccan Herald newspaper performance in market for giving advertisement is good. 13. Customers expect print quality & cost effective from Deccan Herald new advertising supplement for Belgaum region. 14. The supplement should be published weekly according to respondent preference.Reason for not placing advertisement in Deccan Herald., even if it comes with Spl advertisement supplement only for Belgaum region 15. ? Respondent were not interested. ? They can??™t add excess to their advertising budget. ? They don??™t need so high advertisement newspaper.SUGGESTION & RECOMMENDATIONS 1. According to my research I found there is good potential market for English newspaper advertisement supplement so, company should go for launching of Deccan Herald advertising supplement. 2. The company should publish advertisement supplement weekly at the introduction stage. 3. Deccan Herald advertising supplement should be divided into different sections depending upon industry like Hotel industry section, education section etc. 4. Brand name of Deccan Herald should be used to attract more & more advertisement. 5. Company should maintain good relation with business customers who give advertisements may be small or big customer. 6. Business customer feedback should be taken monthly and also gets suggestions for improvement & implement if they are worth doing. 7. Company can have tie up with local newspaper for printing this supplement at the initial stage i.e. it can be done in pilot testing formCONCLUSIONThe company should go for launching of Decca Herald new advertising supplement because there is good required potential market, by this company can cover major potential market which still not covered by English newspaper, if not at list polite testing should be done to know the response depending on this company can take the further decision.BIBLIOGRAPHY 1. Marketing Management ??? Philip Kotler 2. Marketing Research ??? Tull and Hawkins 3. Website ??? www.google.com ??? www.deccanherald.com———————–MDSCorrespondenceAnalysisDiscriminateAnalysisFactoryAnalysisSimilarityPreferenceNon-Attribute DataAttribute DataPerceptual MapHead OfficeBangaloreBranch OfficeBranch OfficeBranch OfficeBranch OfficeBranch OfficeBelgaumHubliBaglkoteMysoreBijapur