‘SUMMER TRAINING PROJECT’

A STUDY OF CONSUMER BEHAVIOUR AND SOCIAL

MEDIA STRATEGIES ADOPTED BY
AMAR UJALA

‘AMAR UJALA’

FACULTY MENTOR SUBMITTED BY

Ms. ANUSHKA OMER ASHWANI KUMAR
ASSISTANT PROFFESOR ROLL No.
MBA BATCH : 2022-24

i
‘CERTIFICATE’

ii
CERTIFICATE FROM FACULTY MENTOR

iii
CERTIFICATE FROM HEAD OF INSTITUTE

iv
 ACKNOWLEDGEMENT

“It is not possible to prepare a project report without the assistance and encouragement

of other people. This one is certainly no exception.

On the very outset of this report, I would like to extend my sincere and heartfelt

obligation towards all the personages who have helped me in this endeavor. Without

their active guidance, help, cooperation and encouragement, I would not have made

headway in the project.

I am ineffably indebted to my director Dr. DIVYA CHAUDHARY for conscientious

guidance and encouragement to accomplish this project.

I am extremely thankful and pay my gratitude to my faculty Ms. Anushka Omer for

her valuable guidance and support on completion of this project in its presently, I

extend my gratitude to JAGRAN INSTITUTE OF MANANGEMENT, KANPUR

for giving me this opportunity.

Name – Ashwani Kumar

MBA – 2022 - 2024

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 EXECUTIVE SUMMARY

Consumer Buying Behavior Overview:

Amar Ujala caters to a diverse demographic of readers across various age groups and socio-

economic backgrounds.

Consumer buying behavior for newspapers is influenced by factors like content relevance,

credibility, convenience, and price sensitivity.

Shift towards digital media consumption has impacted traditional print media, leading to changes

in readership patterns.

Marketing Strategy of Amar Ujala:

Multi-channel Approach: Embracing digital transformation, Amar Ujala has expanded its presence

across online platforms, including a website and mobile app, to reach a wider audience.

Content Diversification: Offering a blend of news, editorials, lifestyle, entertainment, and

regional content to cater to diverse reader interests.

Brand Building and Credibility: Focusing on maintaining journalistic integrity, reliability, and

credibility to retain and attract readers.

Engagement Initiatives: Conducting events, promotions, and community engagement activities to

connect with readers and build brand loyalty.

Pricing Strategies: Employing competitive pricing strategies and subscription models to attract

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readers while maintaining profitability.

Adaptation to Changing Consumer Behavior:

Amar Ujala has adapted its marketing strategy to accommodate changing consumer behavior by

investing in digital platforms, social media engagement, and mobile-friendly content delivery.

Leveraging data analytics and consumer insights to personalize content and advertising for better

audience engagement.

Emphasis on user experience, interactivity, and convenience in accessing news and information

through various digital channels.

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 TABLE OF CONTENT
S.No. CONTENT PAGE No.
1 Title Page i.
2 Certificate of Training from Company ii.
3 Certificate from faculty Supervisor iii.
4 Certificate from Head of Institute iv.
5 Acknowledgement v.
6 Executive Summary vi-vii
7 Table of Content viii
8 Introduction 1-4
9 Industry Overview 5 - 15
Organization overview – Name, Logo, Mentor
Nature & Industry etc.
Organization brief – Type of business, Market Share,
10 Products, etc. 16 - 29
Major Functions and brief summary of operations and
offerings
Organization structure – diagram
11 Literature Review 30 - 32
12 Problem Statement & Objective of the study 33 - 35
13 Research Methodology 36 - 37
14 Analysis 38 - 73
15 Observations / Findings 74- 75
16 Recommendations 76 - 80
17 Future Scope & Limitation of the study 81 - 85
18 Conclusion 86

19 Bibliography 87

viii
 ‘ INTRODUCTION ’

Amar Ujala is a prominent Hindi-language daily newspaper in India, widely recognized for

its comprehensive coverage and extensive readership in Northern India. Known for its

comprehensive coverage of news, including national and international events, politics,

entertainment, sports, lifestyle, and more, Amar Ujala caters primarily to Hindi-speaking

regions. The newspaper has expanded its reach significantly over the years, establishing

multiple editions across various states such as Delhi, Uttar Pradesh, Haryana, Himachal

Pradesh, Punjab, Jammu & Kashmir, and Uttarakhand. It has adapted to modern printing

technologies and embraced digital platforms to reach a broader audience.

Amar Ujala upholds a commitment to journalistic ethics and aims to deliver accurate and

unbiased news to its readers. With its longstanding legacy and dedication to quality

reporting, it has earned a reputation for credible journalism in the Indian media landscape.

Known for its comprehensive coverage of news, including national and international events,

politics, entertainment, sports, lifestyle, and more, Amar Ujala caters primarily to Hindi-

speaking regions.

1
The newspaper has expanded its reach significantly over the years, establishing multiple

editions across various states such as Delhi, Uttar Pradesh, Haryana, Himachal Pradesh,

Punjab, Jammu & Kashmir, and Uttarakhand. It has adapted to modern printing technologies

and embraced digital platforms to reach a broader audience.

Amar Ujala upholds a commitment to journalistic ethics and aims to deliver accurate and

unbiased news to its readers. With its longstanding legacy and dedication to quality

reporting, it has earned a reputation for credible journalism in the Indian media landscape.

Amar Ujala, as a leading Hindi-language newspaper, covers a wide spectrum of news

and information across various categories and sections. Its coverage spans:

 National News: Comprehensive coverage of national events, government policies,

political developments, and issues of national importance.

 International News: Updates on global events, international relations, diplomatic

developments, and significant happenings around the world.

 Regional News: Extensive coverage of news and events specific to the states and

regions where Amar Ujala has editions, including local politics, social issues, culture,

and more.

 Politics: In-depth analysis, reports, and opinions on political scenarios, elections,

governance, and policies at the national, state, and local levels.

 Business and Economy: Coverage of economic trends, stock markets, business

news, corporate updates, and financial insights.

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  Entertainment: News and features related to Bollywood, regional cinema, television,

celebrity gossip, and cultural events.

 Sports: Updates, scores, and analysis of sporting events, including cricket, football,

tennis, and other sports popular in India and globally.

 Lifestyle: Articles and features on health, wellness, fashion, travel, technology, and

other lifestyle-related topics.

 Opinions and Editorials: Columns, opinions, editorials, and guest articles from

renowned writers and experts on various subjects.

 Special Features: Amar Ujala often includes special sections or features dedicated

to specific themes, such as education, career guidance, women's issues, agriculture,

and more.

Amar Ujala's coverage is aimed at providing a holistic view of current affairs and catering

to the diverse interests of its readers in Hindi-speaking regions, ensuring a mix of news,

analysis, and features across multiple domains.

3
Amar Ujala is one of India’s leading Hindi newspapers with 22 editions in 179 districts

in 6 states and 2 union territories. With a total daily readership of 4.70 crore (Source:

IRS2019Q2, TR), making it one of the most widely read broadsheet newspapers in the

country.

The strength of Amar Ujala lies in its consistent and superior editorial coverage, with a

clear focus on a variety of local issues in our 179 districts of operation, as well as issues

of state, national, and international prerogatives.

Amar Ujala Web Services has its focus on quality content, videos, ground-stories, and the

assurance of credible news. Amarujala.com and the app have a reach of over 65+ million

unique worldwide visitors and more than 300 million video views per month. It has an

active social media presence, with over 8.5 million Facebook followers, 4.5 million YouTube

subscribers, 1 million Instagram followers and, 2.1 million Twitter followers. AUW offers

Amar Ujala mobile app in the Hindi language for both Android and Apple users to make

it easier for the audience to consume the content.

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Today, Amar Ujala has a staggering circulation of over 1,600,000 copies and a readership
of over 8 million in Uttar Pradesh and Uttaranchal alone. Additionally Amar Ujala is
now also a leading newspaper in Chandigarh, Punjab, Haryana, Himachal Pradesh and
Jammu & Kashmir. Currently, Amar Ujala publishes a 16 page daily issue with more
color pages in every edition.

WHAT SETS US APART

 Trust of 44 million families

 75-year-old leading media house

 22 Editions across 6 States and 2 Union Territories

 Credibility core differentiator amongst competition

 Catering to audience beyond physical geographies via Digital platforms

 Offering content across genres to cater to all age

AMAR UJALA PODCAST

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 CORPORATE SOCIAL RESPONSIBILTY

CSR arm of Amar Ujala Limited with a mission to create a better future through the

empowerment of all. Amar Ujala Foundation was established in 2012 and in alignment

with company's broader vision, the foundation continues to increase the service outreach

of impact-generating projects. AUF has started several field initiatives that are developing

towards enabling larger swaths of society to live their lives with pride and dignity-through

direct action on the ground to empower everyone. Other goals include women empowerment,

preserving the environment, serving the elderly, recognizing unsung heroes from all walks

of life, and encouraging the emergence of excellence in our younger generation.

Flagship initiatives of Amar Ujala Foundation are-

 Atul Maheshwari Chatravritti - AUF launched a unique scholarship program, Atul

Maheshwari Chatravritti, in 2014 for the underprivileged meritorious students to assist them

with financial aid.

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 Baandal Valley Project Amar Ujala has adopted 8 villages in Baandal Valley, (situated

near Dehradun, Uttarakhand) in collaboration with HESCO, for the overall upliftment of

people, focusing on women welfare, empowerment and education, skill upgradation and

providing livelihood opportunities.

 Dorilal Agrawal Scholarship - Amar Ujala Foundation and Viklang Sahayata Sanstha, Agra

joined hands to support the specially abled meritorious students with financial aid.

 Shabd Samaan - Shabd Samman is a platform curated by Amar Ujala Foundation to

recognize the work in preserving the ethos of our literature in the form of awards.

Prominent personalities like Former President of India- Shri Pranab Mukherjee, Indian

lyricist Shri Gulzaar, Indian actor Girish Karnad, has been a part of Shabd Samman.

 Hindi Hain Hum - Under Amar Ujala Foundation umbrella, Amar Ujala launched an

initiative called ‘Hindi Hain Hum’ to enhance the glory and pride of the Hindi language

and re-energise its essence, highlighting the high cultural, literary, practical and everyday

value that it holds in our lives and in our territory.

 Blood Donation Camps - AUF has consistently been initiating health camps for blood

donation, ‘Raktdaan-Mahadaan’, for many years and is breaking records. AUF managed to

organize more than 1400 camps wherein more than 65,000 people donated blood voluntarily

during the Covid-19 pandemic in the years 2020 and 2021.

 Free health check-ups camps – This is a special initiative of AUF to provide free healthcare

services through standalone camps to meet the immediate health care needs of the

marginalized communities in remote rural areas. In the last two years, more than 432

camps have been organised.

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 Police Ki Paathshala - This is an innovative initiative of AUF to develop awareness in

adolescents and young students about the law, civil rights, and social responsibilities, where

senior IPS officers and police officials share insights with the students.

 Aparajita- 100 Million Smiles - A flagship initiative of Amar Ujala Foundation, was

launched to empower the women of rural and urban areas and to develop a community

that thinks in a positive direction, has a sense of equality towards women, advocates for

gender equality and is also committed to stand against any form of violence towards

women.

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AMAR UJALA WEEKLY MAGAZINES

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 DRIVERS BEYOND PRINT

The Digital arm of Amar Ujala Limited, AUW delivers around the clock hyperlocal,

national, international news & information across genres like entertainment, tech,

lifestyle, health, education, jobs etc. via its app (android & iOS), social media and

digital properties.

Amarujala.com is leading in the Hindi digital space, received WAN-IFRA award

for its design, innovation, and audience fitment. Currently, amarujala.com has a

reach of over 65+ million unique worldwide visitors andmore than 300 million video

views per month. It has an active social media presence,

with over 8.5 million Facebook followers, 4.5 million YouTube subscribers, 1 million

Instagram followers and, 2.1 million Twitter

followers. AUW offers Amar Ujala

mobile app in the Hindi language for both Android and Apple users to

make it easier for the audience to consume the content.

A wholly owned subsidiary of Amar Ujala Limited, offers a wide range of printing

solutions designed with the latest technology to cater to the growing requirements of

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our business partners and advertisers. The range of solutions includes magazines,

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books, calendars, advertising leaflets, promotional diaries, advertising pamphlets,

advertising fliers, annual reports, newspapers etc. IPPL has a qualified team of pre-

press, press, post press and QC for sheet-fed & web-offset printing requirements.

IPPL is equipped with state-of-the-art sheet-fed, heat set, web offset and other

machines.

Ujala Cygnus Hospitals came into existence in November 2019 as a result of a

merger of Ujala HealthCare Services and Cygnus Medicare. Ujala HealthCare Services

is the diversified healthcare entity of Amar Ujala Limited. Cygnus Medicare was

established to provide high-quality affordable medical and health care facilities to the

Ujala Cygnus has institutionalized Centres of Excellence in Intensive Care, Neurology,

and Cardiology. Ujala Cygnus delivers state-of-the-art facilities like trauma, cardiology,

cardiac surgery, high-end critical care, neurosurgery, orthopedics, spine surgery, joint

replacement, gastroenterology, oncology, paediatrics, neonatology, and advanced

laparoscopy to name a few. Ujala Cygnus Healthcare Services operates in North India

with 18 multi-super speciality NABH accredited hospitals. Ujala Cygnus has a team

of over 300 highly-qualified doctors, including some of the finest names in the field

of healthcare who have made these centres of excellence possible. Ujala Cygnus is

also amplifying its activities to support the public health systems of the government.

It is dedicatedly working to provide good health and primary care facilities.

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Event planning and activation division of Amar Ujala Limited, which offers 360-

degree integrated marketing solutions to a vast array of clients across the country.

Touch Point offers event production & management, customized activations, print-led

promotional campaign, TV content, FM campaign, digital amplification, social media

connect, OOH campaigns, PR coverage and so on. Right from the client briefing to

conceptualization to project implementation to post-event amplification, Touch Point

is driven by a highly dedicated team of professionals and the focus is to align brand

objectives with modern concepts to deliver creative and engaging experiences to its

clients. Today, it has a highly esteemed clientele consisting of top-notch brands like

Hindustan Unilever, Byju’s, Gail (India) Limited, Bharat Petroleum, Bajaj, Dabur,

P&G, Hero, Mahindra & Mahindra, Tata Motors, Honda, LG, Volvo, Kellogg’s, Parle,

SRM University, Aditya Birla Group, ICICI, DS Group etc.

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 PROJECT JUNOON KHEL KA

 Year of Establishment : 29th august, 2022

 Audience : hidden talent in kids belonging from backward villages.

 Main Project concept : The main objective of the project is to discover the

hidden talents of sports in the children as well as to connect them with the

basic stream of the nation.

 Social Policy : It aims to motivate the players and encourage them from time

to time by organizing various competitions which increases and maintains their

courage and enthusiasm for playing sports.

“The main objective of the project is to discover the hidden talents of sports in the

children.”

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National level players would train the children associated with the campaign. Along with

this, the alumni of the higher institutions of the country will also get guidance. It will

connect the children with the basic stream of the nation.

Under Amar Ujala, the ‘Junoon Khel Ka’ campaign began in 1,400 villages of Uttar

Pradesh and Uttarakhand on Monday. Children in the age group of 5 to 17 years are

involved in this campaign, so that they can be the process of nation building through

sports.

This campaign started from 14 centers of Amar Ujala in Uttar Pradesh and

Uttarakhand namely :

Kanpur, Lucknow, Prayagraj, Varanasi, Gorakhpur Jhansi, Agra, Aligarh, Meerut, Ghaziabad,

Bareilly, Moradabad, Haldwani and Dehradun.

It aims to motivate the players and encourage them from time to time by organizing

various competitions which increases and maintains their courage and enthusiasm for playing

sports. It is always ready to make successful efforts for the development of the game and

the player. The main objective of the project is to discover the hidden talents of sports in

the children as well as to connect them with the basic stream of the nation.

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The main objective of the project is to discover the hidden talents of sports in the

children as well as to connect them with the basic stream of the nation. Uttar Pradesh

Olympic Association, All India Chess Federation along with several voluntary

organizations like Robinhood Army, Rural Connect came together for grassroots

support.

GAMES INCLUDED IN “JUNOON KHEL KA”

Atheletics – 100 meter, 400 meter, 800 meter, 1000meter, Pole vault, Marathon, Shot

put,Triple jump,Long jump, Discus throw, Cycling and Fencing.

“Junoon Khel Ka” program is being started by 'Amar Ujala' for the upliftment, development

and encouragement of sports and sportspersons who will represent India in days to come.

It aim’s for a productive participation in the project in terms of rules, guideline and

security measures for the players. The main objective of “Junoon Khel Ka” is to discover

the hidden talents of sports in the children as well as to connect them with the basic

stream of the nation.

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 PRODUCTS & SERVICES OFFER BY AMAR UJALA

Amar Ujala, one of the prominent Hindi-language newspapers in India, offers various

products and services apart from its daily newspaper. Some of the key products and

initiatives associated with Amar Ujala include:

 Print Newspaper: The core product of Amar Ujala is its daily newspaper, which

is available in print format and covers national, international, regional, and local

news across various segments like politics, sports, entertainment, business, and more.

 Digital Platforms: Amar Ujala has an online presence through its website and

mobile applications. These platforms offer digital versions of their newspaper content,

breaking news, articles, videos, and other multimedia content.

 Supplements and Magazines: The newspaper often includes various supplements

and magazines that cover specific topics like lifestyle, health, education, career

guidance, etc.

 Events and Initiatives: Amar Ujala organizes events, seminars, and initiatives related

to education, healthcare, social issues, and cultural programs in various regions.

 Advertising Services: The newspaper provides advertising services for individuals,

businesses, and organizations to promote their products, services, or events through

print and digital mediums.

 Education and Career Guidance: Amar Ujala often offers educational guidance

and career advice through articles, seminars, and specialized content focusing on

students and job seekers.

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 MAJOR FUNCTIONS OF AMAR UJALA

Amar Ujala, as a prominent Hindi-language newspaper in India, performs several important

functions aimed at serving its readership and the wider community. Some of the major

functions of Amar Ujala include:

 Informing and Educating: The primary function of Amar Ujala is to provide

credible and timely news and information to its readers. This includes local, regional,

national, and international news across various domains such as politics, economy,

sports, entertainment, technology, and more.

 Public Awareness and Opinion Building: The newspaper acts as a platform to

create public awareness about significant social, political, and economic issues. It

plays a role in shaping public opinion through its editorials, articles, and investigative

reporting.

 Promoting Literacy and Education: Amar Ujala often includes educational content,

study material, career guidance, and information on exams and admissions,

contributing to literacy and educational development.

 Entertainment and Lifestyle: In addition to news, the newspaper provides content

related to entertainment, lifestyle, culture, health, and wellness, catering to diverse

reader interests.

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  Advertising Platform: Amar Ujala offers advertising services to individuals,

businesses, and organizations, providing a platform for them to promote their

products, services, or events.

 Cultural Promotion and Regional Coverage: The newspaper promotes regional

culture, traditions, and local events. It also publishes regional and local editions to

cater to specific regions' interests and preferences.

 Community Engagement and Initiatives: Amar Ujala engages with the community

by organizing events, seminars, and initiatives related to education, healthcare, social

issues, and cultural programs in various regions.

 Digital Presence and Innovation: With a strong digital presence, Amar Ujala uses

online platforms, including its website and mobile applications, to provide digital

content, breaking news, multimedia, and interactive features.

 Encouraging Dialogue and Feedback: The newspaper encourages dialogue by

providing spaces for reader feedback, opinion pieces, letters to the editor, and

surveys to understand readers' perspectives and concerns.

These functions collectively contribute to the newspaper's role as an information

disseminator, educator, opinion influencer, and community engagement platform. The specific

functions and initiatives may vary over time based on the evolving needs of its readership

and the changing media landscape.

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 FUNCTIONS PERFORMED BY THE DEPARTMENT

 Dispatching of newspaper deciding about mode of distribution and transportation.

 Finding the cheapest and fastest mode of transportation but must be a reliable and
daily service provider.

 Deciding about commission of hawkers and agents.

 Evaluation of working of newspaper’s circulation agencies etc.

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 “Editorial News Department”

All reading material (i.e. everything except advertising) is assembled in the editorial

department. Amar Ujala’s Editorial news department consists of five sub departments which

are as follows:

1. News Room

All general news are either prepared or processed in newsroom. It is a place for writing

news by reporters. The international, national and state news is brought in by wire for

editing either by hand or through electronic editing terminal e.g. Cathode Ray Tube (CRT),

Video Display Terminal (VDT), fax System and computers. This room is a busy place

from early in the day until press time, the intensity increases as the deadline for copy

approaches.

2. Copy Desk

Located in the news room but almost a separate division is the copy desk, where the

stories turned in by reporters and checked by the city editor, are examined by experienced

copy readers. These experienced persons eliminate unnecessary and inappropriate words and

phrases, correct spellings and punctuations, check facts, indicate paragraph and write

headlines.

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3. Editorial Room

It is the section where editor of the editorial pages and the editorial writers handle the

material that goes on the editorial page including feature stories, book reviews and letters

from readers. They write the editorial comments reflecting the newspaper’s opinion on

important issues.

4. Picture Division

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.

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 “PRODUCTION DEPARTMENT”

“Production can be called the core activity of business”

This is true in case of Amar Ujala too. If production is stopped then there will be no use

of purchase, sales and other departments. Production Department of Amar Ujala is concerned

with the production of newspaper. At Amar Ujala, dehradun, newer “Cold Type” or “photo

Type” process is used. Its main sections are:

1. Data Processing / Plate Composing

The addition of computer to newspaper operations has necessitated the development of an

entirely new section “Data Processing Section”. This section also deals with the composing

of the processed matter. Composing is done on terminals feeding directly into the computer.

Advertisements are composed and assembled by similar means and duplicated in photo

proofs or the equivalent for the advertiser to approve. Different software’s used here are:

 Windows

 Ventura

 Gem

 PageMaker

 Akshar etc.

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2. Camera

In this department negative of the composed material are prepared and with the help of

latest camera positives are made.

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.

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 “HIERARCHIAL ARRANGEMENT”

 DIRECTOR

 GENERAL MANAGER

 ASSISTANT GENERAL MANAGER

 CHIEF MANAGER

 SENIOR MANAGER

 MANAGER

 DEPUTY MANAGER

 ASSISTANT MANAGER

 SENIOR OFFICER

 OFFICER EXECUTIVE

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 OBJECTIVES

The main objectives of Amar Ujala, one of India's prominent Hindi-language newspapers,

encompass several key aspects:

Informative Journalism: To provide comprehensive coverage of news, including local,

national, and international events across various domains such as politics, economy, sports,

entertainment, technology, and more.

Social Awareness: To raise awareness about pertinent social issues, societal developments,

government policies, and initiatives that impact the lives of its readership.

Educational Content: To offer informative and educational content that enriches the

knowledge of its readers, including articles on career guidance, educational opportunities,

and skill development.

Community Engagement: To actively engage with its readership and the community,

addressing their concerns, advocating for their rights, and serving as a platform for public

discourse.

Ethical Journalism: To uphold the principles of journalistic integrity, maintaining fairness,

accuracy, impartiality, and transparency in reporting news and events.

Promoting Culture and Literature: To support and promote cultural heritage, literature,

and arts through coverage of cultural events, literary works, and artistic achievements.

Empowering Readers: To empower its readers by providing them with information that

enables them to make informed decisions in their personal, professional, and civic lives.

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 NATURE & TYPE OF INDUSTRY

The nature of Amar Ujala is primarily within the media and publishing industry. It operates

as a daily newspaper that disseminates news and information across various domains,

including national and international news, politics, entertainment, sports, business, lifestyle,

and more. As a media entity, its primary focus is on journalistic activities such as news

gathering, reporting, editing, and publishing, catering primarily to Hindi-speaking audiences

in India. In terms of industry type, it falls under the broader category of the media and

publishing sector, specifically within the print media segment due to its publication as a

daily newspaper. Amar Ujala operates through traditional print editions as well as digital

platforms, aiming to provide news and information to its readers through multiple mediums.

NATURE OF INDUSTRY

Print Media: Initially established as a print newspaper, Amar Ujala delivers news and

information in the traditional newspaper format.

 News Coverage: It covers a diverse range of topics including national and

international news, politics, sports, entertainment, lifestyle, and more in the Hindi

language.

 Regional Presence: It primarily caters to Hindi-speaking audiences across various

regions of India.

 Digital Transformation: In addition to its print edition, Amar Ujala has ventured

into the digital space, offering online news content, embracing digital platforms, and

social media for wider audience reach.

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 TYPE OF INDUSTRY

 Media and Publishing: Amar Ujala operates within the media and publishing

industry.

 Print Journalism: It engages in print journalism, gathering, curating, and presenting

news stories through its print newspaper.

 Digital Media: It has expanded into the digital media landscape, adapting to the

changing media consumption habits of the audience by providing online content.

 Advertising and Circulation: Revenue generation primarily comes from advertising

sales and newspaper circulation.

In summary, Amar Ujala operates as a print and digital media outlet within the broader

industry of media and publishing. It provides news content in Hindi, serving a wide

readership base across various regions in India while adapting to technological advancements

in the media landscape.

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 TYPE OF BUSINESS

Amar Ujala operates primarily as a media business within the newspaper industry. Its core

business activities revolve around:

 Publishing: Producing and distributing a Hindi-language daily newspaper covering

a wide range of news and editorial content including national and international

news, politics, sports, entertainment, lifestyle, and more.

 Advertising: Generating revenue through advertising sales by providing platforms

for businesses to promote their products and services to the newspaper's readership.

 Circulation and Distribution: Managing the circulation and distribution network to

ensure the newspaper reaches its target audience across various regions in India.

 Digital Expansion: Expanding its presence into the digital sphere by offering online

news content through its website and mobile applications to cater to the evolving

preferences of readers who consume news digitally.

In essence, Amar Ujala conducts its primary business operations in the media and publishing

sector, focusing on providing news, attracting advertisements, managing circulation, and

expanding its reach through both traditional print and digital platforms.

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 MARKET SHARE OF AMAR UJALA

Amar Ujala is one of India’s leading Hindi newspapers with 22 editions in 179 districts

in 6 states and 2 union territories. With a total daily readership of 4.70 crore (Source:

IRS2019Q2, TR), making it one of the most widely read broadsheet newspapers in the

country. The geography of Amar Ujala covers North India, including Uttar Pradesh,

Uttarakhand, Himachal Pradesh, Jammu and Kashmir, Haryana, Chandigarh, Punjab, and

Delhi NCR.

29
 LITERATURE REVIEW

The main objective of the project is to discover the hidden talents of sports in the children as well as to

connect them with the basic stream of the nation. It aims to motivate the players and encourage them from

time to time by organizing variouscompetitions which increases and maintains their courage and enthusiasm

for playing sports. National level players would train the children associated with the campaign. Along

with this, the alumni of thehigher institutions of the country will also get guidance. It will connect the

children with the basic stream of thenation. Under Amar Ujala, the ‘Junoon Khel Ka’ campaign began

in 1,400 villages of Uttar Pradesh and Uttarakhand onMonday. Children in the age group of 5 to 17 years

are involved in this campaign, so that they can be the processof nation building through sports.

It aims to motivate the players and encourage them from time to time by organizing various

competitions whichincreases and maintains their courage and enthusiasm for playing sports.It is always

ready to make successful efforts for the development of the game and the player.The main objective of

the project is to discover the hidden talents of sports in the children as well as to connectthem with the

basic stream of the nation. In the first phase, 100 villages of each center have been selected and divided

into 5 zones. Efforts will be madeto hone the talents of the children through various competitions. The

selected players from the village shall get opportunities at the national level in future and the way for

their employment shall also be paved, this is the basic spirit of this campaign.National level players

will train the children associated with the campaign. Along with this, the alumni of the higher

institutions of the country will also get guidance. It will connect the children with the basic stream of

the nation.

In the 1,400 villages that have been selected in the initial phase, thousands of families have been added

alongwith children.The main objective of the project is to discover the hidden talents of sports in the

30
children as well as to connectthem with the basic stream of the nation. Uttar Pradesh Olympic

31
Association, All India Chess Federation along with several voluntary organizations like Robinhood.

Amar Ujala is one of the leading Hindi-language newspapers in India. While specific academic

literature focusing on the marketing strategies of Amar Ujala might be limited, we can draw

insights from various sources, including articles, industry analyses, and case studies to understand

their marketing strategies.

Digital Transformation: Newspapers like Amar Ujala have adapted to the digital age by

establishing a strong online presence. They have websites and mobile apps to cater to a

wider audience beyond their traditional print readership.

Content Diversification: Apart from news, Amar Ujala may have diversified its content

offerings to include lifestyle, entertainment, health, and education sections to attract a

broader audience base.

Regional Focus: Given its strong presence in North India, Amar Ujala might have employed

region-specific marketing strategies to resonate better with the local audience. This could

include localized content, events, or promotional activities.

Social Media Marketing: Utilizing various social media platforms to engage with audiences,

share news updates, run campaigns, and interact with readers. Social media can also be

used for customer feedback and community building.

Collaborations and Partnerships: Collaborating with other businesses, organizing events,

or partnering with local organizations for joint promotional activities to expand their reach

and engagement.

32
Customer Relationship Management (CRM): Implementing strategies to maintain a loyal

reader base through personalized content, subscription offers, loyalty programs, and

responsive customer service.

Data Analytics and Targeted Marketing: Employing data analytics to understand reader

preferences and behaviors. This information can be utilized for targeted advertising and

marketing campaigns.

Print Innovation: Exploring innovative print marketing strategies, such as special editions,

supplements, or inserts targeting specific demographics or events.

Brand Building and Sponsorships: Engaging in sponsorships, endorsements, or brand-

building activities to reinforce their image as a credible news source.

Subscription Models and Monetization: Developing subscription models, paywalls, or

other monetization strategies for their digital content to diversify revenue streams.

While academic literature might not explicitly cover Amar Ujala's marketing strategies

comprehensively, insights from industry analyses, marketing case studies, and business

reports can provide valuable information about the approaches adopted by the newspaper

to maintain and expand its readership in a competitive media landscape.

33
 PROBLEM STATEMENT

"Despite being a prominent player in the media industry, Amar Ujala faces challenges in

understanding and adapting to evolving consumer buying behaviors in the digital era. The

newspaper industry has witnessed a significant shift in consumer preferences, with a growing

inclination towards online platforms for news consumption. This study aims to analyze the

current consumer buying behavior trends, preferences, and factors influencing consumers'

choices regarding print and digital news media. Additionally, it seeks to evaluate the

effectiveness of the marketing strategies implemented by Amar Ujala to cater to these

changing consumer behaviors. By identifying the gaps between consumer expectations and

the strategies adopted by the organization, this research aims to provide actionable insights

to enhance marketing approaches and maintain competitiveness in the evolving media

landscape."

34
 OBJECTIVE OF THE STUDY

The objective of the study on consumer buying behavior and marketing strategies adopted

by Amar Ujala may include:

Understanding Consumer Behavior: To analyze and comprehend the factors that influence

consumers' purchasing decisions regarding newspapers, specifically focusing on Amar Ujala's

readership.

Identifying Preferences and Patterns: To identify the preferences, motivations, and patterns

of consumer behavior in relation to choosing Amar Ujala over other newspapers or media

sources.

Evaluating Marketing Strategies: To assess the effectiveness of the marketing strategies

implemented by Amar Ujala in attracting and retaining consumers. This includes examining

advertising, pricing strategies, distribution channels, promotions, and branding initiatives.

Competitive Analysis: To compare Amar Ujala's marketing strategies with those of its

competitors in the newspaper industry. Understanding what sets Amar Ujala apart and its

competitive advantages.

Consumer Satisfaction and Loyalty: To gauge consumer satisfaction levels with Amar

Ujala's content, services, and overall brand experience. Additionally, to explore factors

influencing consumer loyalty towards the brand.

35
Recommendations for Improvement: To propose recommendations and strategies based

on the study findings to enhance consumer engagement, satisfaction, and loyalty. This

could involve adjustments to marketing strategies, content offerings, distribution methods,

etc.

Market Expansion Opportunities: To explore potential opportunities for Amar Ujala to

expand its market share or target new consumer segments based on identified consumer

behavior patterns and preferences.

Forecasting Trends: To predict future trends in consumer behavior within the newspaper

industry and provide insights for adapting marketing strategies accordingly.

Contribution to Academic/Industry Knowledge: To contribute to academic research or

industry knowledge by providing valuable insights into consumer behavior and effective

marketing strategies within the media/news sector.

MAIN OBJECTIVE INCLUDES :

 To analyze the factors influencing consumer buying behavior in the context of

media consumption.

 To evaluate the effectiveness of marketing strategies employed by Amar Ujala in

attracting and retaining consumers.

 To identify the correlation between consumer preferences and the implemented

marketing strategies.

36
 “RESEARH METHODOLOGY - MEANING OF RESEARCH”

Research methodology refers to the systematic way in which research is conducted and the
techniques and procedures used to gather information, analyze data, and draw conclusions.
It is the blueprint or plan that outlines how a researcher will approach their study, guiding
the process from the initial research question to the final analysis and interpretation of
results.

There are several types of research methodologies, each with its own set of techniques
and approaches:

Qualitative Research Methodology: Qualitative research focuses on exploring and

understanding complex phenomena. It involves collecting non-numerical data, such as
interviews, observations, and textual analysis, to derive insights and understandings about
people's behaviors, attitudes, and experiences.

Methods: Ethnography, phenomenology, case studies, grounded theory, content analysis,

interviews, focus groups.

Quantitative Research Methodology: Quantitative research aims to quantify data and

analyze relationships between variables. It involves collecting numerical data and using
statistical methods to analyze patterns, test hypotheses, and generalize findings to a larger
population.

Methods: Surveys, experiments, statistical analysis, questionnaires, structured observations.

37
Mixed-Methods Research: This methodology combines both qualitative and quantitative
approaches in a single study, allowing researchers to gain a comprehensive understanding
of a research problem by utilizing the strengths of both methods.

Methods: Sequential explanatory design, concurrent design, transformative design.

Experimental Research: This type of research involves manipulating variables to observe

their effects and establish cause-and-effect relationships. It is often used in controlled
settings to test hypotheses.

Methods: Randomized controlled trials (RCTs), lab experiments, field experiments.

Descriptive Research: This methodology focuses on describing the characteristics of a

particular phenomenon or population without altering variables or forming causal
relationships.

Methods: Surveys, observational studies, case studies.

38
 ANALYSIS AND INTERPRETATION

1. Which newspaper do you read?

Newspaper Percentage of respondent

Dainikjagran 30

Amar ujala 40

Hindustan 20

Other 10

45
40

35

30

25

20 Percentage of respondent

15
10

0
Dainik jagran Amar ujala Hindustan Other

INTERPRETATION
30%respondent for Dainik jagran,40%forAmarujala,20%hindustan,10%for other

39
Q2.Please chooses your gender?

Gender Percentage of respondent

Male 60

Female 40

Percentage of respondent
70

60

50

40

30 Percentage of respondent

20

10

0
Male Female

INTERPRETATION
60% respondent male and 40% is female

40
Q. 3. Does it have a good paper and good printing quality?

Quality Percentage of respondent

yes 40

N0 60

Percentage of respondent
70

60

50

40

30 Percentage of respondent

20

10

0
yes N0

INTERPRETATION
40% respondent agree and 60%disagree

41
Q4.How long you will buy a newspaper?

No of years Percentage of respondent

Less than 6 months 10

6 month to 1 year 18

1 year to 3 year 39

3 year to above 33

Percentage of respondent
45
40
35
30
25
20
15 Percentage of respondent
10
5
0
Less than 6 6 month to 1 year to 3 3 year to
months 1 year year above

42
Q5 If 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

30
Percentage of respondent
20

10

0
Yes No

43
Q6 Does it have sufficient information regarding you?

SUBSCRIBER PERCENTAGE OF RESPONDENT

YES 90

NO 10

PERCENTAGE OF RESPONDENT
100
90
80
70
60
50
% OF RESPONDENT
40
30
20
10
0
YES NO

44
Q7. Decision to subscribe newspaper in FAMILY?

SUBSCRIBER PERCENTAGE OF RESPONDENTS

HIMSELF/HERSELF 20

SPOUSE 13

WHOLE FAMILY 40

CHILDREN 17

PERCENTAGE OF RESPONDENTS
45
40
35
30
25
20
15
10
% OF RESPONDENTS
5
0

45
Q8. Most preferred advertisements:

Advertisement Percentage of respondent

CLASSIFIED 45

DISPLAY 15

FINANCIAL 25

POLITICAL 15

Percentage of respondent
50
45
40
35
30
25
Percentage of respondent
20
15
10
5
0
CLASSIFIED DISPLAY FINANCIAL POLITICAL

46
Q9. Is it easily available to you?

Customer Percentage of respondent

Yes 97

No 3

Percentage of respondent
80
70
60
50
40
Percentage of respondent
30
20

10
0
Yes No

47
Q10 Are you satisfied with the price of newspaper?

Customer Percentage of respondent

Yes 92

No 8

Percentage of respondent
100
90
80
70
60
50
Percentage of respondent
40
30
20
10
0
Yes No

48
Q11.Are you satisfied with schemes/offer provided?

Customer Percentage of respondent

Yes 78

No 22

Percentage of respondent
90
80
70
60
50
40 Percentage of respondent
30
20
10
0
Yes No

49
Q12.If your friend recommends you to buy a new newspaper, Will you buy?

Friend Percentage of respondent

Yes 70

No 30

Percentage of respondent
80
70
60
50
40
Percentage of respondent
30
20
10
0
Yes No

50
 For Education Segment

ANALYSIS

INTERPRETATION

 As we can see in the graph that according to our survey

people get maximum information from newspaper and from social media.

51
ANALYSIS

INTERPRETATION

 Dainik Jagran is most preferred newspaper now a time by our clients. Amar

Ujala is holding a 2nd rank in the categories of readership.

52
ANALYSIS

INTERPRETATION

As per my survey of “My city newspaper” of Amar ujala 65.9% people keep it in the

category of good and 27.3% people keep it in the category of medium while 2.3%

people keep it in the category of excellent.

53
ANALYSIS

INTERPRETATION

People are mostly prefer to read the content of Education, sprots and then politics

in print media.

54
ANALYSIS

INTERPRETATION

As per my survey, 37.2% people have considered the content of the newspaper as good

while 37.2% people have considered it better and 23.3 people have kept it in the medium

category.

55
ANALYSIS

INTERPRETATION

As per my survey, 62.8% people are somewhat familiar with the newspaper while 32.6%

people are very familiar.

56
ANALYSIS

INTERPRETATION

81.8% people believe in advertisement on Facebook marketing and 75%

people are believed in Instagram marketing for our industry.

57
ANALYSIS

INTERPRETATION

47.7& people considered it natural and 50% people believed that the advertisement

had a positive impact of our industry.

58
ANALYSIS

INTERPRETATION

As per my survey, 88.6% use social media for local news while 86.4% prefer news apps

and 52.3% prefer to TV.

59
ANALYSIS

INTERPRETATION

81.8% people believe that after print media E-media is a good alternative of advertisement

to promote your industry.

60
ANALYSIS

INTERPRETATION

As per my survey, 95.5% people want to advertise in print media.

61
 FOR RETAIL SEGMENT

ANALYSIS

INTERPRETATION

As we can see in the graph that according to our survey people get

maximum information from social media and from newspaper.

62
ANALYSIS

INTERPRETATION

If we talk about print media then people mostly prefer to read the content of education

and then business.

63
ANALYSIS

INTERPRETATION

As we can see in the graph that according to our survey all people like to read

newspaper.

ANALYSIS
64
INTERPRETATION

Dainik Jagran is most preferred newspaper now a time by our clients. Amar Ujala is

holding a 2nd rank in the categories of readership.

ANALYSIS
65
INTERPRETATION

As per my survey, 51.8%% people have considered the content of the newspaper

as medium while 41.1% people have considered it good.

ANALYSIS
66
INTERPRETATION

As per my survey of “My city newspaper” of Amar Ujala 46.4% people keep it in the

category of good and 50% people keep it in the category of medium.

ANALYSIS

67
INTERPRETATION

People are mostly prefer to read the content of Education, Sprots and then Crime in print

media.

68
ANALYSIS

INTERPRETATION

As per my survey, 76.8% people are somewhat familiar with the newspaper while 21.4%

people are chose not familiar.

69
ANALYSIS

INTERPRETATION

94.6% of the people believe that if they do not promote their industry then somewhere

they will see loss from competitors.

70
ANALYSIS

INTERPRETATION

96.4% people believe in advertisement on Instagram marketing and 75% people are

believed in Instagram marketing for our industry.

71
ANALYSIS

INTERPRETATION

89.3% people considered it natural and 10.7% people believed that the advertisement

had a positive impact of our industry.

72
ANALYSIS

INTERPRETATION

As per my survey, 100% use social media for local news while 85.7% prefer news apps

and 78.6% prefer to TV.

73
ANALYSIS

INTERPRETATION

As per my survey, 78.6% people want to advertise in print media

OBSERVATIONS & FINDINGS

74
From the above data analysis and interpretation, following observations can be
made:

 Amar Ujala is the most preferred newspaper and dominates in the market.

 While subscribing a newspaper the customer lay much emphasis on the quality of

newspaper than any other feature.

 Majority of customers are brand loyal and they do not change their preferences

easily. Once a paper is subscribed in their family they prefer to continue for years

to come.

 Supplements play a vital role in making preference towards a newspaper and the

most preferred supplement is that of films.

 Generally customers like to read political and local news at the first instance than

any other news in a local newspaper.

 Most of the readers want that a newspaper has to give much emphasis on

educational message which will be helpful in developing the minds of the people

of our country.

75
 Newspaper readers don’t give much emphasis on no. of pages and price of the

newspaper. They also don’t like ads contained in the newspaper especially the

lottery section.

 The vast development in the electronic media and due to its vast coverage it has

been found that the best way for sales promotion is by giving the ads on T.V.

 From my research, I conclude that many people trust Amar Ujala and read daily,

by supporting public relation through social works.

 Since, print media plays an important role from advertisement and awareness

perspective.

 I am successfully able by adding new clients for the advertisement in newspaper.

 I am successfully able to solve many queries of clients for Amar Ujala and

define the quality of Amar Ujala by distributing sample newspaper to all 100

clients.

76
 RECOMMENDATIONS

 First Amar Ujala has to establish its image as an unbiased neutral newspaper

hence to overcome the political differences faced by it.

 Should increase news about new marketing strategies.

 Should increase news about Technological development.

 Company should give gifts like T-shirts, begs, caps etc. to the daily Amar Ujala

readers and subscribers to promote its sales.

 The newspaper should have to increase international news so that customers won’t

move towards English newspaper.

 Should increase news about new scientific inventions.

 In the Statutory Supplement i.e. of films a new column should be added that

provide information about top ten Hindi film songs and top ten films.

 More information regarding style and patterns of recent modelling and fashion.

 The editorial section should be impressive.

 Sale and purchase news such as classified should be more.

 Articles on customer queries regarding legal issues and help should be included

 The information of the different cities should be included in the newspaper like

monuments and major personalities of the city.

 Most respondents demand for employment and career related information.

 List of general household items, services and goods and their availability in the

city should be published on regular weekly basis along with price range.

77
 Should increase news about Medical development.

 In the newspaper various results of Engineering, Medical exams different U.P.S.C.

exams should be provided to increase its demand.

 In order to create awareness the newspaper should give the advertisements on

T.V. from the channel of uttrakhand in between various entertainment programs

because it covers whole area of Uttar Pradesh and also costs lower than the national

channel.

 Should give news about the history of the day.

 Should increase news about career opportunities.

 The company should launch various type of competition from time to time to

increase its sales.

 In the inferior places where the newspapers could not reach on the same day

should reach there on next day at low price.

 The first page of the newspaper should be designed in an attractive way than

other newspapers by using picture sand columns so that the customers who are

buying news paper from the book stalls can be impressed from its first sight.

 The company should have to make more efforts to create awareness about its

four supplements in the inferior areas of cities so that people who do not subscribe

Amar Ujala may come to know about the features covered by these supplements

 Problems related with welfare of society and corruption and their solution be

given.

 Children and young generation column should be added.

78
 Hindi used in a newspaper should be easy so that it can be under stood by

everyone.

 The newspapers should always stimuli ideas and add more place in columns for

social development in all spheres of Indian society in the form of poems, comments

and articles irrespective of their status.

 Sometimes news is printed in different manner to fill the space. This should be

avoided because this will deteriorate the image of the newspaper in the eyes of the

readers.

 Due to several adverse circumstances one may feel a lot of ailments. Therefore

wide coverage is certain to benefit of maximum number of readers.

 Weekly in the newspaper the interviews of the famous personalities of the city

and their views and opinion should be printed so that an idea can be generated

which will be helpful in the development of the city.

 Should not charge extra price for supplement. From the above report it can be

concluded that Amar Ujala is the dominating newspaper in western parts of Uttar

Pradesh and by taking

 Above mentioned suggestions from respondents it can enhance its dominance in

Eastern and northern part of Uttar Pradesh also .Amar Ujala had already given

much emphasis on some points but other points should also be considered and

relevant features should be included in the newspaper.

79
 Understand the target audience

o Familiarize yourself with Amar Ujala's readership demographics and ensure

they align with your client's target audience.

 Leverage the newspaper's wide reach

o Take advantage of Amar Ujala's extensive circulation and readership to

maximize the exposure of your client's advertisements.

 Explore different ad formats

o Consider utilizing various ad formats offered by Amar Ujala, such as display

ads, classifieds, inserts, sponsored content, and native advertising, to suit
your client's campaign objectives.

 Plan for regional targeting

o Utilize Amar Ujala's regional coverage to target specific geographic regions

where your client's products or services are relevant.

 Understand advertising rates and packages

o Familiarize yourself with Amar Ujala's advertising rates, packages, and

special offers to make informed decisions about budget allocation.

 Collaborate with Amar Ujala's creative team

o Engage with the newspaper's creative team to develop impactful and visually
appealing ad campaigns that resonate with the readers.

80
 Consider innovative ad placements

o Explore unique ad placements within Amar Ujala, such as front-page ads,

center spreads, supplements, and special sections, to grab readers' attention.

 Tailor messages to suit the medium

o Craft ad copy and visuals that are tailored to the newspaper format and
resonate with Amar Ujala's readership.

 Utilize special editions and features

o Leverage special editions and features of Amar Ujala, such as festival issues,
annual publications, or thematic sections, to align your client's campaigns
with relevant topics.

 Track ad performance

o Work with Amar Ujala to track and measure the effectiveness of your
client's advertisements, ensuring transparency and providing valuable insights
for future campaigns.
o Consider integrated campaigns
o Explore opportunities to integrate Amar Ujala's print and digital platforms
with other advertising channels for a cohesive and comprehensive campaign.

 Engage with readers through contests and promotions

o Collaborate with Amar Ujala to run interactive contests, promotions, or

giveaways that engage readers and create a buzz around your client's brand.

81
 FUTURE SCOPE OF THE STUDY

A study of consumer buying behavior and marketing strategies adopted by Amar Ujala can

offer valuable insights into understanding how consumers make purchasing decisions and

how a prominent brand like Amar Ujala tailors its marketing efforts to meet consumer

needs. Such a study may include several components:

Understanding Consumer Buying Behavior:

Consumer Preferences: Analyzing what influences consumers to choose Amar Ujala

products/services over competitors.

Purchase Decision Process: Studying the stages consumers go through before making a

purchase.

Demographic and Psychographic Analysis: Identifying the characteristics and traits of the

target audience.

Consumer Perception: Investigating how consumers perceive Amar Ujala compared to

other media/news platforms.

82
Marketing Strategies by Amar Ujala:

Advertising and Promotion: Examining the various marketing channels and campaigns

used by Amar Ujala to attract consumers.

Product Placement and Pricing Strategies: Understanding how products/services are

positioned in the market and how pricing affects consumer behavior.

Digital Marketing and Social Media Presence: Evaluating Amar Ujala's online strategies,

including social media engagement and digital advertising.

Brand Loyalty Programs: Studying initiatives employed by Amar Ujala to retain existing

customers and attract new ones.

Future Scope of the Study:

Trend Analysis: Predicting future consumer behavior patterns based on current trends and

developments.

Technological Adaptation: Investigating how emerging technologies could influence

consumer behavior and marketing strategies in the future.

Global Expansion Strategies: Exploring opportunities for expansion into new markets and

understanding consumer behavior in different geographical locations.

83
Evolving Consumer Preferences: Continuously tracking and adapting to changing consumer

preferences, technological advancements, and market dynamics.

Benefits of the Study:

Strategic Insights: Providing valuable information for Amar Ujala to fine-tune its marketing

strategies.

Competitive Edge: Understanding consumer behavior can help the company stay ahead of

competitors.

Enhanced Customer Engagement: Tailoring marketing efforts to align with consumer

preferences and needs, fostering stronger relationships.

Innovation Opportunities: Identifying areas for product or service innovation based on

consumer feedback and behavior.

84
 LIMITATION OF THE STUDY

Limitations of a study on consumer buying behavior and marketing strategies adopted by

Amar Ujala may include:

Sample Size: The study might have limitations in terms of the sample size of consumers

or markets surveyed. A small sample size might not be representative of the entire consumer

base, leading to potential biases or limited generalizability of findings.

Limited Scope: The study might focus on specific geographic locations, demographics, or

certain products/services offered by Amar Ujala. This limited scope could restrict the

applicability of findings to a broader context.

Time Constraints: Time constraints could limit the depth and breadth of the study.

Changes in consumer behavior and marketing strategies over time might not be fully

captured or analyzed due to a fixed study duration.

Data Collection Methods: Reliance on specific data collection methods (like surveys,

interviews, or secondary data sources) could lead to potential biases or inaccuracies in

capturing consumer behavior or understanding marketing strategies.

85
Subjectivity in Responses: Consumer responses to surveys or interviews might be

influenced by subjectivity, recall bias, or social desirability bias, impacting the accuracy of

the data collected.

Industry Changes: Rapid changes in the media industry or marketing landscape might

render some findings outdated or less relevant, especially if the study duration is prolonged.

Resource Constraints: Limitations in budget, access to certain information, or expertise

could impact the depth and quality of the study's analysis and conclusions.

External Factors: External factors such as economic changes, cultural shifts, or unforeseen

events (like the COVID-19 pandemic) could influence consumer behavior and marketing

strategies, which might not have been accounted for in the study.

Influence of Competition: The study might not fully consider the impact of competitors'

strategies on consumer behavior or the marketing strategies adopted by Amar Ujala, limiting

the holistic understanding of the market dynamics.

Assumptions and Interpretations: Assumptions made during data analysis or interpretations

of findings might introduce biases or limitations in the conclusions drawn from the study.

It's essential for researchers to acknowledge these limitations while interpreting the

results of the study, as they could affect the applicability and reliability of the findings

in real-world scenarios.

86
 CONCLUSION
The study delving into consumer buying behavior and the concurrent marketing strategies

employed by Amar Ujala reflects an intricate interplay between consumer preferences and

effective marketing methodologies. Through an analysis of various factors influencing

consumer decisions, it becomes apparent that consumers today are driven by a blend of

rational and emotional triggers in their purchasing choices. Amar Ujala's adoption of diverse

marketing strategies aligns with these insights, demonstrating a keen understanding of

consumer behavior dynamics. By leveraging digital platforms, personalized content, and

strategic partnerships, Amar Ujala has adeptly tailored its marketing initiatives to resonate

with evolving consumer needs and preferences. Moreover, the findings underscore the

significance of consumer-centric approaches in crafting successful marketing strategies. The

emphasis on building relationships, providing value-driven content, and fostering engagement

through multiple touchpoints has been pivotal in enhancing brand loyalty and expanding

Amar Ujala's consumer base. However, it is crucial to acknowledge that consumer behavior

is continually evolving, influenced by technological advancements, societal changes, and

economic fluctuations. As such, ongoing adaptation and innovation within marketing

strategies are imperative for Amar Ujala to sustain its relevance and competitiveness in an ever-

evolving market landscape. In conclusion, the study accentuates the symbiotic relationship

between consumer buying behavior and effective marketing strategies, with Amar Ujala

exemplifying a proactive stance in understanding and catering to consumer preferences. This

research provides valuable insights into the intricacies of consumer behavior and serves as a

foundation for continuous refinement and innovation in marketing approaches within the media

industry.

87
 BIBLIOGRAPHY

Mr. Ganesh Tiwari (AVP)

Mr. Ranjeet Singh Rathore (Consultant, Brand & Innovation)

Mr. Sanjay Sachan (Consultant Manager - Production, Amar Ujala Publication Ltd.)

 https://www.amarujala.com/

 https://chat.openai.com/

 https://www.scribd.com/

 https://www.wikipedia.org/

 https://indianexpress.com/

 https://www.quora.com/

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