A market study on strategic alliance between The Economic Times and The Independent: the metropolis on saturday; The Times of India

Abstract

The proposed study is designed to primarily: A) Study the effect on ET Consumer I mage of its strategic alliance with TI, and B) assess the effectiveness of the ongoing TMOS ad campaign and, if possible, suggest some improvements in its positioning on the basis of the experience gained during the study.

From these two broadly stated research objectives, we can derive the following specific concerns according to the particular kinds of information to be sought: A 1) What is the state of awareness among consumers of the ET-T l o f fer. what are their attitudes to it: Consumer image of ET, has it changed. (An integrated, family paper?) 2) Is ET now perceived as a value-added paper. Has their purchasing decision been affected by this. 3) Effect of this development on other papers (potentially, on TOI itself).

B 1) Measure the awareness regarding TMOS . 2) Assessing the Brand i mage put across by the ad's, by studying their attitudes and perception of the product. 3) Acceptance by consumers of the TMOS concept. measuring purchase intent. 4) Do the consumers perceive TMOS as value for money; Seeking their suggestions and on this basis recommending changes , if needed in the ad campaign and paper contents .