Submitted by

Group 4
U113023- Joanne Dsouza
U113050- Sourabh Jain
U113091- Kshitij Pathak
U113211- Nirlipta Panda
U113235- Swastik Mohapatra

TO STUDY BUYING
BEHAVIOUR OF PRINT
NEWSPAPERS IN
BHUBANESWAR
FLOW OF PRESENTATION
Objectives of study
Literature Review
Research design & methodology
Quantitative Analysis
Focus Group Discussions
In depth interviews
Conclusion
LITERATURE REVIEW
1.35
1.59
1.86
2.43
3.15
3.38
3.68
4.00 4.37
4.80
4.80
5.26
0.00
1.00
2.00
3.00
4.00
5.00
6.00
2007 2008 2009 2010 2011 2012 2013 2014
(E)
2015
(E)
2016
(E)
2017
(E)
2018
(E)
Total Newspaper Publishing Revenue in
India (in USD billion)
162
160
157
155 154
154
154
155 155
155
150
152
154
156
158
160
162
164
2009 2010 2011 2012 2013 2014
(E)
2015
(E)
2016
(E)
2017
(E)
2018
(E)
Total Newspaper Publishing Revenue
globally (in USD billion)
(Source: Open Government Data Platform, Government of
India)
(Source: Open Government Data Platform, Government of
India)
The earliest forerunners of newspapers were in the form of daily sheets
published in Rome under Julius Caesar called ActaDiurna (meaning Daily
Events) in 59 BC.
The first printed newspaper in English was the London Gazette in 1666.
The onset of newspapers in India lagged more than a decade from London
Gazette with The Bengal Gazette starting in 1780.
English, 11891
Hindi, 34655
Urdu, 3948
Multilingual,
1018
Bilingual, 5979
Vernacular
languages,
25631
Distribution in the number of registered
newspapers & periodicals in India (by
language) in 2011-12
Odia, 1216
English, 156
Hindi, 36
Others, 135
Distribution in the number of registered
newspapers & periodicals in Odisha (by
language) in 2011-12
0 5 10 15 20
Sambad
Samaj
The Times of India
Dainik Jagran
the Hindu
15.04
14.55
13.78
1.85
1.67
0.87
0.41
0.3
0.21
0.19
Top 10 Odia dailies by AIR (in lakhs) in
2011
15.526
14.245
12.855
8.565
8.156
7.665
7.253
7.071
6.136
5.601
0 2 4 6 8 10 12 14 16 18
Dainik Jagran (Hindi)
Dainik Bhaskar (Hindi)
Daily Thanthi (Tamil)
Times of India (English)
Mathrubhumi (Malayalam)
Top 10 daily newspapers in India by
readership (in million)
(Source: Indian Readership Survey, 2013) (Source: Indian Readership Survey, 2013)
(Source: Open Government Data Platform, Govt. of India)
(Source: Open Government Data Platform, Govt. of India)
LITERATURE REVIEW-FACTORS INFLUENCING
Indian Print Industry is the second largest in the world (after China), growing at
a CAGR of 7%
As per a report by FICCI-KPMG, print will remain a growth medium for at least
a decade from now and a forecast growth of 9% is expected for the next 5
years.
Two most important factors contributing to this growth in India are very low &
non fluctuating cost of newspapers & increasing literacy.
The transition to digital will begin to impact in the next five years, mostly to the
affluent middle class of India.
Total Responses: 111

QUANTITATIVE ANALYSIS
DEMOGRAPHIC PROFILE OF RESPONDENTS
Male , 59%
Female,
41%
GENDER DISTRIBUTION
13-19 years,
7.21%
20-25 years,
30.63%
26-29 years,
22.52%
30-40 years,
19.82%
40-60 years,
11.71%
> 60 years,
8.11%
AGE GROUP DISTRIBUTION OF
RESPONDENTS (IN %)
< Rs. 2 lakhs Rs. 2-5 lakhs Rs. 5-10
lakhs
Rs. 10-20
lakhs
> Rs. 20
lakhs
18.92%
39.64%
28.83%
9.91%
2.70%
INCOME GROUP DISTRIBUTION OF
RESPONDENTS (in % )
KEY FINDINGS OF QUANTITATIVE ANALYSIS
Printed, 65%
Online, 20%
Read but not
buy, 13%
Don't read, 2%
English, 67%
Hindi, 5%
Odia, 24%
Others, 4%
PREFERRED DAILIES AMONG THE RESPONDENTS
0-10 min,
18.35%
11-20 min,
31.19% 20-35 min,
26.61%
35-60 min,
20.18%
1-2 hours,
3.67%
TIME SPENT ON NEWSPAPERS DAILY
NEWS READING PREFERENCES
Factors driving Newspaper
Buying Behaviour
Mean
Order
of
priority
Quality of Content 89.35 1
Time of Delivery 71.08 2
Frequency of Availability 69.90 3
Look, Colour and Design 56.39 4
Cost 42.91 5
Number of Pages 40.20 6
Promotional Activities/ Offers 31.60 7
39.64%
35.14%
44.14%
71.17%
80.18%
34.23%
20.72%
49.55%
PREFERRED READINGS OF A
NEWSPAPER BY
RESPONDENTS (in %)
KEY FINDINGS OF QUANTITATIVE ANALYSIS
FGD INTERVIEWS
No. of participants = 10
Age bracket = 20 to 25
Gender demography: 6 males, 4
females
Participants numbered sequentially in
clockwise order from 1 to 10
Moderators = 2 in number
No. of participants = 7
Age bracket = 21 to 27
Gender demography: 2 males, 5
females
Participants numbered sequentially in
clockwise order from 1 to 7
Moderators = 2 in number
FGD 1
FGD 1 FGD 2
Most respondent in this FGD prefer business and economics related newspaper, because it is
usually considered a must in all B-Schools
Their preferred language is English because of their convent education background
Choice of newspaper primarily motivated by availability of newspaper subscription,
followed by force of habit of reading a particular newspaper
Along with the quality of articles and editorials, peer subscriptions is also one of the most
important drivers
People are price sensitive when they make long-term subscriptions but not price-sensitive
when purchasing single pieces
Most respondents used mobiles news apps to supplement and not replace their consumption
of newspaper
FGD Conclusions
IN-DEPTH INTERVIEWS
30 interviews of consumers & a distributor
Select consumers with varied demographic profiles spread across Bhubaneswar
Working professional
(IT), 24 year old, Male,
Lives in Khandagiri
Retired academician,
Male, 62 years, Lives in
Shaheed Nagar.
Single mother
(Teacher in a primary
school), Female, 37
years, Lives in Old
town.
Working professional
(Doctor), Male, 55
years, Lives in Patia
MBA student, Male, 27
years, Lives in
Chandrasekarpur
Student, Female, 16
years, Lives in
Bermunda.
Profile of the distributor:
Male, 22 years of experience in
newspaper delivery
Door to door delivery areas like
covering Nalco Nagar, Maitree
Vihar, Samant Vihar, Rail Vihar,
Rail Kunj, Gajapati Nagar and
B.D.A.
Serves households, private
companies, government offices,
shop outlets, clinics schools.
Sells around 3000-3500 issues of
20-25 types of newspapers every
month.

Some customer profiles
Changing the type of newspaper they have
subscribed in the past 5 five years.
The top three reasons influencing the purchase
behaviour of newspapers are content,
everyday availability and variety of news.
All types of articles are majorly preferred with a
lesser inclination towards stories/cartoons.
Reading online news do not affect the
purchase of a print newspaper since online is
not considered an exhaustive source of news.
KEY FINDINGS OF IN-DEPTH INTERVIEWS
45% of our respondents will continue
subscribing to newspapers for the next 5 years,
however < 20% would continue the same after
5 years.
A decreasing preference of newspapers as we
move to younger generations.
The cost of the all popular dailies has been
found to be almost unchanged over the past 5
years- a widely attractive option.
Common recommendations:
- Removal of unbiased & redundant articles.
- Introduction of new columns suiting different
readers.