Conjoint analysis on print media adevertising in news-papers in India

Abstract

The project involves studying the preference of newspaper readers and advertisers towards different attributes of the print media advertisements in Indian newspapers. Conjoint analysis will reveal the willingness to pay from both readers and advertisers for particular attributes. Using the two way conjoint analysis we can figure out which attribute is more valued by the advertisers while putting up their ad in the newspapers so that the newspapers can charge higher premium on that particular attribute of the ad. Also this analysis will tell the willingness to read a newspaper from the reader side which will tell us which attributes are needed to be subsidized so that the prices won’t affect aversely towards the willingness to pay from both the sides