This document summarizes a market research project on the newspaper industry in Bangalore. It outlines the objectives of studying the current scenario, reading habits, and strengths and weaknesses of major brands to make suggestions for a new launch. The research involved surveying 50 youth aged 25-40 in cafes over 2 days to understand influential variables like demographics, buying patterns, interests, and brand recall of prominent local newspapers. The conclusion is that the newspaper market remains untapped, and a suggestion is made to adopt a set-top box strategy for a new launch.

1. Market research Project on Newspaper industry By: Gagan Pareek & Harish Nath

2. Objectives of study: Current Scenario. Our understanding of the category. Reading habits and preferences. Strength and weaknesses of the major brands. Suggestions for a new launch in this category.

3. Properties of Product and current SCENARIO Highly perishable. Highly dependent on distribution network. Time bound. Regional preferences. Language barriers. Completely different revenue model. Average time spent minutes/week

4. Major features of study: Nature of the study: Primary Research Target population : Youth population(age 25 – 40) Sample size: 50 Youth Coverage: Bangalore Location of Survey: CCDs Selection procedure: Random Method of Interview: Face to Face Duration: 2 Days

5. Influential Variables: Background Variables Name Age Sex Education Reading Habit Variables Buying Pattern Frequency Time Section of interest Home Variables Home Influence Mother tongue Future Goals Availability

6. Prominent newspapers in Bangalore: TOI The Hindu Business Standard Economic Times HT Bangalore Mirror E-Sanjay Deccan Herald The Telegraph Mint Other Kannada papers

7. Brand Recall: Ist Brand Recall IInd Brand Recall IIIrd Brand Recall

8. what People Buy ?

9. Interests:

10. Conclusion: Untapped Market Suggestions for a new launch: Newspaper should adopt set top box strategy.

11. Thank You