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A STUDY ON DISTRIBUTION CHANNEL ADOPTED BY THE DANIK JAGRAN TO ITS EXISTING CUSTOMERS

DATA ANALYSIS AND INTERPRETATION


CLASSIFICATION OF READERS ON THE BASIS OF THEIR AGE GROUP:-

Age 16 to 25 yrs 26 to 35 yrs 36 to 45 yrs 46 & above

% of readers 46 33 11 10

AGE GROUP
10% 11% 46% 16 TO 25 YEARS 26 TO 35 YEARS 33% 36 TO 45 YEARS 45 & ABOVE

INTERPRETATION: The above pie- chart shows that 46% readers are from the age group 16 to 25 years which mainly includes students and working professionals and this group can be targeted for getting more subscriptions, the chart also show that

33% of the readers are from the age group of 26 to 35 and thus comprising these two group will give us the perfect audience to target upon. CLASSIFICATION OF THE READERS ON THE BASIS OF THEIR OCCUPATION OCCUPATION Student Professional Business Home maker Others RESPONDENT 33 44 13 10 0

OCCUPATION
0% 13% 33% 10% BUSINESS HOME MAKER PROFESSIONAL STUDENT 44%

INTERPRETATION: The above pie-chart shows the classification of the readers occupation, from the graph we find that 40% of the people who have responded to the survey are working professionals and 33% of them are students, so once again from graph

we see that the maximum readership belongs to working professionals and students. So the company can add news catering to students and working professionals more so that their readership in this category goes up. CLASSIFICATION BASED ON ANNUAL INCOME

ANNUAL INCOME LESS THAN 1.5 LAKHS

READERS 34

1.51 TO 3 LAKHS 23 3.1 TO 5 LAKHS 35 GREATER THAN 5 LAKHS 8

ANNUAL INCOME

23%

34% 1.51 TO 3 LAKHS

8%

3.1 TO 5 LAKHS GREATER THAN 5 LAKHS 35% LESS THAN 1.5 LAKHS

INTERPRETATION: From the above chart we see that the people from the income group of 1.5 to 3 lakhs and 3 to 5 lakhs are almost the same, this is indication that the middle

income group of people prefer Danik Jagran, this situation might have happened because of the low pricing strategy followed by Danik Jagran.

NEWS PAPERS BOUGHT REGULARLY BY THE CUSTOMERS

NEWSPAPERS READERS DJ DJ & TH DJ & DC DJ & IE ALL PAPERS 119 100 34 5 2

40 40 35 30 25 20 15 10 5 0 DJ DJ and Other Other All paper 2 22 35

INTERPRETATION:

40% of Respondent by Danik Jagran 35% of Respondent Buy Bother DJ with other 22 % of Respondent Buy only other ATTRIBUTES WHICH THE CUSTOMER LAY EMPHASIS WHILE SELECTING A NEWSPAPER ATTRIBUTE Language Editorial Local news International news Business news Sports news others NO. OF READERS 22 8 22 12 11 15 10

expectations
10% 15% 8% 11% 12% 22%

22%

language editorial local news international news business news sports news others

INTERPRETATION:

The above diagram shows that 22 % of readers expect the language used in the news paper to be good and there is a similar percentage of people who expect the local news in the paper to be good, the next major expectation by the readers id to look sports news and thus they expect the sports column to be good. The remaining set of people expect the business news and the international news in the paper to be good. There is small propotion of people who buy newspaper for the supplements provided with them.

LANGUAGE USED BY DANIK JAGRAN CUSTOMER RATING Excellent Good Average Poor Very poor RESPONDENT 31 43 16 10 0

Series 1
45 40 35 30 25 20 15 10 5 0 Excellent Good Average Poor Very poor 0 16 10 Series 1 31 43

INTERPRETATION: From the above chart it is clearly seen that there is more scope in the language used in the DJ. Around 43% of the customer said that the language used is GOOD. Though another 26 % of people fell the language has to improve the majority of the sample think that the language is good and DJ can continue with it.

OVERALL PRESENTATION OF DANIK JAGRAN CUSTOMER RATING Excellent Good Average Poor Very poor RESPONDENT 15 30 20 25 10

Series 1
30 30 25 25 20 20 15 15 10 10 5 0 Excellent Good Average Poor Very poor Series 1

INTERPRETATION: Their is mix response from the respondent about the presentation of DJ so it reviles that DJ should work more to the their paper more presentable

EDITORIAL CONTENT OF DANIK JAGRAN CUSTOMER RATING Excellent Good Average Poor Very poor RESPONDENT 13 25 40 15 7

Series 1
40 40 35 30 25 20 15 10 5 0 Excellent Good Average Poor Very Poor 13 15 7 Series 1 25

INTERPRETATION: The customers fells that the editorial column in the paper is average and needs improvement, some customers felt that the overall editorial content need to increase as there is only one side in the newspaper with editorial content.

OVERALL CONTENT OF THE DANIK JAGRAN CUSTOMER RATING Excellent Good Average Poor Very poor RESPONDENT 13 58 25 4 0

OVERALL CONTENT OF TOI


60 50 40 30 20 10 0 Excellent Good Average Poor Very poor 4 0 13 25 58

INTERPRETATION; Majority of the customers fell that the overall content in the newspaper is good does not require any improvement while some felt that some column in the paper needs improvisation.

THINGS WHICH CUSTOMERS LIKE IN DANIK JAGRAN THINGS pricing Content Front page presentation local news Sports Supplements RESPONDENT (in %) 27 6 16 16 8 16 8

MOSTLY LIKE BY THE CUSTOMER


11% 8% 27% pricing content 16% 6% 16% front page presentation sports news local news supplements 16%

INTERPRETATION: When customers were asked about the two thing they like the first response from them was the pricing and then the next option was the front page news coverage, thus the above chart explains the customers likings in Danik Jagran.

LIMITATION: Geographical: The study is limited to the North Zone of Chennai, mainly Royepettah, Triplicane, Mount road, Chintadripet and Egmore. All the data are generally limited by the method adopted. In the current method of data collection, questionnaire would be limited to the extent of data generation available through that method. Limited time available. Sample Size around 300.

LEARNING EXPERIENCE Things which I have learned during my summer Internship program Confidence to meet people and sell any product in the market. Handling customers Customer relation and problem solving. Planning and time management. Need for innovative ideas to sell the product.

Conclusion

This project reveals the distribution and various aspects of The Danik Jagran, from the survey we found that the Danik Jagran is good in its language, presentation and pretty good with its content however the editorial column and the service of the paper has to improve. Some customers are not happy with the service provided by the Danik Jagran due to vendor related issues. Though the company has an excellent CRM system the customers are not aware of the process. So the customers need to be made aware of the customer service available.

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