A STUDY ON CONSUMER PREFERENCE TOWARDS “THE HINDU” NEWSPAPER BY V.YOGALAKSHMI 412411631057
of SRI SAIRAM INSTITUTE OF TECHNOLOGY A SUMMER PROJECT REPORT
Submitted to the FACULTY OF MANAGEMENT SCIENCES In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION ANNA UNIVERSITY Chennai 600 025 August – 2012
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SRI SAI RAM INSTITUTE OF TECHNOLOGY SAI LEO NAGAR, WEST TAMBARAM CHENNAI-44
BONAFIDE CERTIFICATE
This is to certify that summer project report titled “A STUDY ON CONSUMER PREFERENCE TOWARDS THE HINDU NEWSPAPER” is the bonafide work of V.YOGALAKSHMI (Reg.No:412411631057) who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on earlier occasion on this or any other candidate.
Prof.C.R.SENTHILNATHAN
V.SELVAKUMAR (HOD – MBA)
(PROJECT GUIDE)
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ACKNOWLEDGEMENT I am thankful to the management of Sri Sai Ram Institute Of Technology which has imparted me sufficient knowledge and confidence to complete this project in the field training. I wish to express my deep sense of gratitude and indebtedness to our Chairman MJF.Ln.Leo Mutu, Dr. Palani Kumar- Principal Of Sri Sai Ram Institute Of Technology Chennai. Mr.V.R.Rajamanickam- Director of Sri Sai Ram Group of Institutions,- for granting me permission to carry out this project on service quality. I‟m highly obliged to our beloved Dr.K.Maran (Director) for his encouragement and constant support throughout the project. My sincere regards and always due to our head of the department, Mr.V.Selvakumar, Sri Sai Ram Institute Of Technology, for their continuous support and motivation. I extend my heartfelt thanks and deep sense of gratitude to my guide Mr.C.R.Senthilnathan, Assistant Professor, Sri Sai Ram Institute Of Technology, For guiding me in all works in a kind manner and enabling me to march towards the successful finshing of this project. I‟m very grateful to all the faculty members of the department of management studies for their encouragement and kind-hearted advice. I‟m also thankful to Ms.Chitradevi Deputy General Manager of “The Hindu” for offering me a project in their esteemed organization and having guided me in the organization. Finally I thank my family members and friends who helped me in all possible ways to make this project a success.
YOGALAKSHMI.V
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ABSTRACT Newspaper is a publication that appears regularly and frequently. It carries news about a wide variety of current events. The newspaper publishes have an overall control by its business and news operations. The Hindu India‟s national newspaper since 1878 published by certain and sons limited, Chennai India. The English languages daily with a net paid circulation of 1.18 million (ABC July Dec 2008 and a consumership of 4.06, million (NRs 2006) is the best described as classic yet contemporary. Three edition of the newspaper Chennai, Hyderabad and Delhi are available in digital form at this first stage. They are available for viewing at 6.00am Indian Standard Time (1st) every day. Access is free for new but well required registering online. To understand the existing preference of the customers. This study is done to understand to existing preference of the customer. It helps to study the consumer preference towards The Hindu Newspaper. And to know the consumer preference towards supplement issued by the Hindu. Maximum 71% of the respondents preferring “The Hindu” newspaper belong to male category. Maximum 38% of student category prefers to read “The Hindu” Newspapers. Maximum 73% of the respondents prefer yes to read “The Hindu” Newspapers. Maximum 39% of the respondents prefer to read “The Hindu” Newspapers. Maximum 35% of the respondents prefer to read daily “The Hindu” Newspaper. Maximum 38% of the respondents prefer to read “The Hindu” Newspaper is good. Maximum 41% of the respondents prefer to read “The Hindu” Newspaper for sports. Most of the consumers expressed dissatisfaction over the number of advertisement both commercial and cinema should be taken by the publishers to reduce the advertisement coverage and add more sports news, IT news, job opportunities etc. Newspapers play an important role in our day-to-day life. They have contributed not only for the growth of democracy in a country but also for development of the economy. Indian newspapers enjoy large circulations.
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III
TABLE OF CONTANTS ACKNOWLEDGEMENT
I
ABSTRACT
II
TABLE OF CONTENTS
III
LIST OF CHARTS
IV
CHAPTER NO. I
II
TITLE INTRODUCTION INTRODUCTION TO THE STUDY PROFILE OF THE HINDU NEWSPAPER
1 2
NEED FOR THE STUDY
7
OBJECTIVE OF THE STUDY
8
SCOPE OF THE STUDY
9
REVIEW OF LITERATURE
10
RESEARCH METHODOLOGY
12
TOOLS FOR ANALYSIS
14
LIMITATION OF THE STUDY
15
DATA ANALYSIS AND INTERPRETATION PERCENTAGE ANALYSIS
III
PAGE NO.
16
FINDINGS AND SUGGESTIONS FINDINGS
32
SUGGESTIONS
33
CONCLUSION
34
APPENDIX REFERENCES
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IV
LIST OF CHARTS
TABLE NO.
TITLE
PAGE NO.
1 2 3 4 5 6 7
AGE OF THE RESPONDENTS GENDER OF THE RESPONDENTS OCCUPATIONS THE HABIT OF READING NEWSPAPER NEWSPAPER TO READ READ THE HINDU NEWSPAPER THE QUALITY OF INFORMATION OF THE HINDU WHEN COMPARED TO OTHER NEWSPAPERS THE HINDU NEWSPAPER IS THE ONE YOU LIKE THE MOST RELIABLE IS THE INFORMATION OF THE HINDU NEWSPAPER SUPPLEMENTS COPY OF THE HINDU YOU LIKE THE MOST CHOOSE NEWSPAPER RATHER THAN ANY OTHER MEDIA THE HINDU NEWSPAPER LACKS THE HINDU NEWSPAPER LACKS IN COVERING LOCAL NEWS OR ANY OTHER INFORMATION THAN ANY OTHER NEWSPAPER THE HINDU HAS RELEVANT INFORMATION FOR ALL AGE GROUPS THE HINDU NEWSPAPER AT FREE OF COST THEN WHAT WILL BE YOUR FREQUENCY OF READING THE HINDU ADDS VALUES TO YOUR KNOWLEDGE
16 17 18 19 20 21 22
8 9 10 11 12 13
14 15 16
6
23 24 25 26 27 28
29 30 31
CHAPTER – I INTRODUCTION
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INTRODUCTION TO THE STUDY Media in India, experience newspaper media, are undergoing significant changes in the current liberalized environment.
Newspaper is a publication that appears regularly and
frequently. It carries news about a wide variety of current events. The newspaper publishes have an over all control by its business and news operations
“The press is the Guardian Angel of Democracy”. A forceful and prosperous press is the guarantor of popular rights. . To most people “The press” means the daily newspaper, but although re-eminent in influence daily newspapers is only a small part of the press & is usually applied to the publications devoted mainly for recording current events and the term “periodicals” to magazines, “reviews” to journals.
In reality the press is a private industry and a public service. No other force in public life operates so persistently and extensively in its range of appeal. The scope of this subject of appeal and matter as so does the press. Newspapers have a unique dimension of social responsibility, which means the newspaper industry is different from every other industry. But business success is vital to this industry as to any other.
According to the recorded facts the first newspaper of the world was published in China around 1000 years ago. It meant “News of the Capital”. The second newspaper of the world was the “Acto Divra” which meant, “Daily happening” in Greek. There are the oldest two newspapers in the pre-recorded history. The first newspaper of the world was the “Morning Post” which was started in London in the year 1772 followed by this another newspaper “The London Times” started in publications.
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PROFILE OF THE HINDU NEWSPAPER FOUNDER
SUBRAMANIAN IYER IN 1878
CO-FOUNDER
VEERA RAGHAVACHARIAR
LEGAL ADVISOR
KASTURI IYENGAR (LATER PURCHASED IT IN 1905)
WEEKLY NEWSPAPER
1878
DAILY NEWSPAPER
1889
NET PAID CIRCULATION
1 MILLION COPIES
CONSUMERSHIP
3 MILLIONS
ANNUAL TURNOVER
4 BILLIONS
ONLINE EDITION
1995
PRINTING MAIN EDITION
CHENNAI
PRINTING CENTER
COIMBATORE, BANGLORE, MADURAI, HYDREBAD, NEW DELHI, KOCHI, THIRUVANANTHAPURAM, VIJAYAWADA, MANGLORE, TRICHY.
Supplements On Mondays •
Metro Plus
•
Education Plus
On Tuesdays •
Young World, an exclusive children‟s supplement
•
Metro Plus
On Wednesdays •
Opportunities
•
Metro Plus
On Thursdays •
Metro Plus
•
NXg 9
On Fridays •
Friday Review
•
Metro Plus weekend
On Saturdays •
Metro Plus
•
Property Plus
On Sundays •
Weekly Magazine covering social issues, art, literature, gardening, travel health, cuisine, hobbies etc.
•
Literary Review, every first Sunday
•
Classifieds
•
Cinema Plus
Metro Plus Metro plus throws the spotlight on what happening in the city, events Music Heritage, Life style, people, fashion, Dining out and sport are the broad categories finding expression on this supplement‟s pages. Capturing the pulse of the city and its changing lifestyle, it‟s later for the information and entertainment needs of cross section of consumers.
Education Plus A plus is always welcome. It is that extra value that makes good thing better. Education plus comes to you every Monday with the promise of that bonus, whether you are a student just entering higher secondary school or a college graduate hoping to get the first break after leaving campus or simply someone who is keen to keep pace with what is happening in education. Education plus will present and analyses trends in education, provide pointers, and above all, inform.
Property plus India‟s property sector is a vibrant and growing area with new initiatives being taken by government the construction industry, architects and developers to transform the landscape.
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Property plus features each week articles, reviews and special columns on the many facts that more these dramatic changes.
History of the Hindu Newspaper The first issue of the Hindu was published on September 20 1878, by a group of six young men, led by G. Subramanian Ayer, a radical social reformer and school teacher from Thiruvaiyyar near Thanjavur.
Initially printing 80 copies a week at the Srinidhi Press in Mint Street, Black Town, “The Hindu” was published every Wednesday as on eight page paper. After a month with the Srinidhi Press, the newspaper as for printing shifted to the Scottish press, also in Black Town. The earliest available issue of the paper is dated June 21, 1881. In1881 the Hindu moved to Ragunada Rau‟s
The
Hindu
press
of
Mylapore,
planning to
make the paper
tri
weekly appearing every Monday, Wednesday and Friday evening but maintaining the same size as before. The paper moved to rented premises at 100 Mount Road on December 3, 1883. The newspaper started printing at its own press there, Christened “The National Press” established on borrowed capital as public subscriptions were not forth coming. The building itself became the Hindu in 1892 after the Maharaja of Vizianagaram, Ananda Gajapathi Raja, gave the national press a loan both for the building and to carry out needed expansion. The Hindu Home till 1939, there issued a guard - size paper with a front page full of advertisements - a practice that came to an end only in 1958 when it followed the lead by its idol, the pre-Thomson Times – and three back papers also at the service of the advertiser. In between, there were more views than news. It was headed by G.Kasturi from 1965 to 1991. N. Ravi from 1991 to 2003, and by his brother N. Ram since June 27th 2003. The present era is that of information which is available as right time to the right person
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The Hindu The Hindu India‟s national newspaper since 1878 published by certain and sons limited, Chennai India. The English languages daily with a net paid circulation of 1.18 million (ABC July Dec 2008 and a consumership of 4.06, million (NRs 2006) is the best described as classic yet contemporary.
It is known for the high quality of its journalism and excellent presentation. The newspaper is printed at 12 cities in India. The Hindu‟s Independent editorial stand and it‟s reliable and balance presentation of the New. The Hindu user modern facilities for news gathering page composition and printing. It is printed in twelve centers including the main edition at Chennai where the corporate office is bored. The printing centres Chennai, Coimbatore, Bangalore, Madurai, Hyderabad, New Delhi, Vizag, Thiruvanandapuram, Kochi, Vijayavada, Mangalore and Tiruchrapalli are connected with highspeed data lines for new transmission across the country. The digital edition of the Hindu e-paper offers itself nothing less delivery online. You can see each page as it appear in the print edition. This means all there ports, articles photographs and other graphics have been organized and presented. You can also see the advertisement as they appear on the page.
Three edition of the newspaper Chennai, Hyderabad and Delhi are available in digital form at this first stage. They are available for viewing at 6.00am Indian Standard Time (1st) every day. Access is free for new but well required registering online.
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News Agencies There are 4 main news agencies in India. •
Press Trust of India (PTI)
•
United News of India (UNI)
•
Sam char Bharathi (SB)
•
Hindustan Sam char (HS)
While the Press Trust of India is supplying news in English, the other two are operating through the medium of Hindi and other Indian languages. Since May 1982, the United News of India has also launched a new service in Hindi and the credit line of “UNIVARTA”. Similarly Press Trust of India has started in1986 a Hindi language news service called Press Trust of India BHASHA.
Role of Newspapers to the Consumers The power of the press is felt on consumer‟s activities. The press has rightly been called the “Fourth Estate”. Such an influential organ has to shoulder great responsibilities the power, unless used with great care will cause server damage. The first and foremost duty of the press is to furnish uncolored news, but at the same time; it should furnish news on all fields such as science, economic, politics etc. The news should not be suppressed due to any reasons. Some sensational newspaper now a day‟s print unimportant and trivial news in the front pages, while worldwide important news are not given place in the first page. Another great responsibility of the press is to represent public opinion without fear or favors. As the press is called the eyes and ear of the world, it has to keep an eye on what happens and reflects views of the people on those happenings. The press is a medium not only to give news to the public but also to express the public opinion.
The letters of the consumers published under “Letters to the Editors”, “Yours Views” etc. Initiate debates on controversial issues. It will help definitely to bring out the best of it. Thus the press is not only a mirror of what the people thinks, but it is also a source of guidance to the common people. 13
NEED FOR STUDY Many companies are aiming for high satisfaction because consumers who are just satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied are much less to switch. High satisfaction or delight creates an emotional bond with the brand, not just, a rational preference. The result is high consumer‟s loyalty.
To understand the existing preference of the customers. It is imperative to investigate and suggest ways and means to improve the customer satisfaction.
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OBJECTIVES OF THE STUDY Primary To study the consumer preference towards The Hindu Newspaper.
Secondary To know the consumer preference towards supplement issued by the Hindu.
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SCOPE OF THE STUDY In the highly competitive media market.
The outcome of the study will help the
organization to understand the customer preference and to serve them in a better way.
The research focuses on the several features of the Hindu and in awareness, suggestion in the market, which may help the company in further development of the newspaper.
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REVIEW OF LITERATURE According to Drucker (1954), the principle purpose of the business is to create satisfied customers. Increasing customer satisfaction has to been found to lead to higher future profitability (Anderson, Fornell, and Rust 1997), increased buyer willingness to pay price premiums, provide referrals, and use more of the product (Reichheld1996; Anderson and Sullivan 1993; Bolton 1998). Increased loyalty, in turn, has been found to lead to increases in future revenue (Fornell 1992; Anderson, Fornell, and Lehmann 1994) and reduction in the cost of future transaction (Reichheld 1996; Srivastava, Shervani, and Fahey 1998). All of this empirical evidence suggests that customer satisfaction is valuable from both a customer goodwill perspective and an organization‟s financial perspective. John O Shaughnessy (1987) marketing strategic is a broad conception of how resource to be Delhi to achieve market success. The content for a marketing strategy shows how the proposed key features of the films offering (products, price, promotion and distribution) are intended to achieve the firm objectives. A firm‟s future profitability depends on satisfying customers in the present – retained customers should be viewed as revenue producing assets for the firm (Anderson and Sullivan 1993; Reichheld 1996; Anderson and Mittal 2000). Empirical studies have found evidence that
6 improved customer satisfaction need not entail higher costs, in
fact, improved customer satisfaction may lower costs due to a reduction in defective goods, product re-work, etc. (Fornell 1992; Anderson, Fornell, and Rust 1997). However, the key to building long-term customer satisfaction and retention and reaping the benefits these efforts can offer is to focus on the development of high quality products and services. Customer satisfaction and retention that are bought through price promotions, rebates, switching barriers, and other such means are unlikely to have the same long-run impact on profitability as when such attitudes and behaviors are won through superior products 17
and services (Anderson and Mittal 2000). Thus, squeezing additional reliability out of a manufacturing or service delivery process may not increase perceived quality and customer satisfaction as much as tailoring goods and services to meet customer needs (Fornell, Johnson, Anderson, Cha, and Everitt 1996). Narasimha Rao P.V.L.National consumership survey (2005) press continues to grow from time to time. Press adds 34 million consumers in the last 2years over the last 3 years the number of consumers of dailies and magazines put together among those aged 15 years and above has grown from 179mn to 200mna growth of 4% every years. Chrystal Szeto and Luis Jimenez (2005), new media offer consumers a wide array of choices to access, disseminate and display all forms of information. Historically, new media complemented rather than eliminated the older media. Is this pattern changing with the more recent introduction of digital media/ what does market research tell us about the preferences of today‟s consumers for electronic vs. paper media. Rebekah (2006) Wade has remarked that the newspaper success would probably depend more on free CD‟s and DVD‟s than on it journalists. Newspapers particularly hope that CD‟s and DVD‟s will appeal to the young who are increasingly getting their news online. Kathleen and Collins, The consumption of paid newspapers in the United States and most other mature print news markets has been in slow but general decline throughout the last four decades. Much of this decline has been precipitated by a variety of (usually) free electronic news and information sources most notably radio, television and now the internet. A recent addition to these sources is free newspapers, some introduced as competitors to paid newspapers, others designed to encourage newspaper reading among current non-readers. The impact of free newspapers on the market for paid print dailies in four major United States markets is analyzed in terms of whether these two sorts of products are competitors or complements.
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RESEARCH METHODOLOGY
Research Design o Research Design is descriptive as well as analytical.
Primary data collection o Primary data was collected with the help of a structured questionnaire. The questionnaires were administered to the selected 100 respondents.
Technique of data collection o The questionnaire has been designed and used to collect the needed primary data. Both open ended and close ended questions were used.
Area of the study o The study on consumer preference towards has been limited to consumers located in Chennai only.
Period of the study o The period of the study covers 3weeks (July 2012).
Sources of Data o The validity of any research is based on the data collected for the study. The present research is based on both primary as well as secondary data. The primary data is collected from the selected sample respondents in the study area. Simple random sampling method was used in selecting the respondents.
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Sample Size o The sample size selected for the study is 100 respondents. The respondents are selected by simple random sampling method.
Sampling Techniques o Data on the various aspects directly and indirectly related to the investigation were gathered through questionnaires to the respondents. The questions are necessary to ensure the reliability of the information. The questions were simple to understand so that information can be collected from various respondents easily. It should be seen that parties are not biased or prejudiced and are mentally sound.
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Tools for analysis: In order to analyze the consumer preference of respondents, the following tables of analysis were used to obtain the various objectives of the study.
(i) Percentage analysis Percentage refers to a special kind of ratio percentages are used in making comparing between preferences, awareness and satisfaction with various other factors.
Observed data Percentage =
-------------------------- x 100 Sample size
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LIMITATION OF THE STUDY The sample size is only 100. The period of study is limited to a month Under the study only literate people included. The result of analysis made in the study depends fully on the accuracy; reliability of information‟s given by respondents.
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CHAPTER – II DATA ANALYSIS AND INTERPRETATION
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TABLE NO: 1
AGE OF THE RESPONDENTS
FACTORS
NO. OF RESPONDENTS
PERCENTAGE
Below 20
19
20
20 to 40
36
38
40 to 60
29
30
Above 60
12
12
Total
96
100
CHART NO: 1
NO. OF RESPONDENTS 100% 80% 60%
NO. OF RESPONDENTS
40% 20% 0% Below 20
20 to 40
40 to 60
Above 60
INTERPRETATION It is inferred that maximum of the respondents are in the age group 21 to 30 years 36% who read “The Hindu” news paper regularly. Minimum 29% of the respondents who belong to the age group 31 to 40 year read Hindu regularly.
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TABLE NO: 2 FACTORS
GENDER OF THE RESPONDENTS NO. OF RESPONDENTS
PERCENTAGE
Male
68
71
Female
28
29
Total
96
100
CHART NO: 2
NO. OF RESPONDENTS
28 Male Female 68
INTERPRETATION It is concluded that maximum 71% of the respondents preferring “The Hindu” newspaper belong to male category.
Minimum 29% of the respondents preferring “The Hindu” newspaper belong to female category.
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TABLE NO: 3
OCCUPATIONS
FACTORS
NO. OF RESPONDENTS
PERCENTAGE
Student
36
38
Employee
24
25
Business person
26
27
Others
10
10
Total
96
100
CHART NO: 3
NO. OF RESPONDENTS 40 35 30 25 20 15 10 5 0
NO. OF RESPONDENTS
Student
Employee
Business person
Others
INTERPRETATION It is observed that maximum 38% of student category prefers to read “The Hindu” Newspapers. Minimum 10% of other category prefers to read “The Hindu” Newspapers.
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TABLE NO: 4
THE HABIT OF READING NEWSPAPER
FACTORS
NO. OF RESPONDENTS
PERCENTAGE
Yes
70
73
No
26
27
Total
96
100
CHART NO: 4
NO. OF RESPONDENTS 80 60 40 NO. OF RESPONDENTS 20 0 Yes No
INTERPRETATION It is inferred that maximum 73% of the respondents prefer to read “The Hindu” Newspapers. Minimum 27% of the respondents prefer to not read “The Hindu” Newspaper.
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TABLE NO: 5
NEWS PAPER TO READ
FACTORS
NO. OF RESPONDENTS
PERCENTAGE
The Hindu
38
39
The New Indian Express
22
23
Deccan Chronicle
21
22
The Times of India
15
16
Total
96
100
CHART NO: 5
15 38 21
The Hindu The New Indian Express Deccan Chronicle The Times of India
22
INTERPRETATION It is observed that maximum 39% of the respondents prefer to read “The Hindu” Newspapers. Minimum 16% of the respondents prefer to read “The Time of India” newspapers.
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TABLE NO: 6
READ “THE HINDU” NEWSPAPER
FACTORS
NO. OF RESPONDENTS
PERCENTAGE
Daily
34
35
Weekend
31
32
Once in 2 weeks
18
19
Rarely
13
14
Total
96
100
CHART NO: 6
NO. OF RESPONDENTS 40 35 30 25 20 15 10 5 0
NO. OF RESPONDENTS
Daily
Weekend
Once in 2 weeks
Rarely
INTERPRETATION It is inferred that maximum 35% of the respondents prefer to read daily “The Hindu” Newspaper. Minimum 14% of the respondents prefer to read rarely “The Hindu” newspaper.
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TABLE NO: 7
THE QUALITY OF INFORMATION OF “THE HINDU”
WHEN COMPARED TO OTHER NEWSPAPERS FACTORS
NO. OF RESPONDENTS
PERCENTAGE
Excellent
28
29
Good
36
38
Can‟t say
19
20
Fair
13
13
Poor
-
-
Total
96
100
CHART NO: 7
NO. OF RESPONDENTS 40 30 NO. OF RESPONDENTS
20 10 0 Excellent
Good
Can’t say
Fair
Poor
INTERPRETATION It is observed that maximum 38% of the respondents prefer to read “The Hindu” Newspaper is good. Minimum 13% of the respondents prefer to read “The Hindu” newspaper is fair.
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TABLE NO: 8
“THE HINDU” NEWSPAPER IS THE ONE YOU LIKE THE MOST
FACTORS
NO. OF RESPONDENTS
PERCENTAGE
News
26
27
Entertainment
24
25
Sports
39
41
Others
07
07
Total
96
100
CHART NO: 8
NO. OF RESPONDENTS 50 40 30 20
NO. OF RESPONDENTS
10 0 Entertainment
Sports
Others
News
INTERPRETATION It is observed that maximum 41% of the respondents prefer to read “The Hindu” Newspaper for sports. Minimum 7% of the respondents prefer to read “The Hindu” Newspaper for other things.
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TABLE NO: 9
RELIABLE IS THE INFORMATION OF “THE HINDU” NEWSPAPER
FACTORS
NO. OF RESPONDENTS
PERCENTAGE
Extremely Reliable
39
40
Very much Reliable
26
27
Neutral
17
18
Not much
14
15
Not at all
-
-
Total
96
100
CHART NO: 9
NO. OF RESPONDENTS 40 30 20
NO. OF RESPONDENTS
10 0 Extremely Very much Reliable Reliable
Neutral
Not much
Not at all
INTERPRETATION It is observed that maximum 40% of the respondents prefer to read “The Hindu” newspaper is an extremely reliable.
Minimum 15% of the respondents prefer to read “The Hindu” newspaper is not much reliable.
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TABLE NO: 10 SUPPLEMENTS COPY OF “THE HINDU”YOU LIKE THE MOST FACTORS
NO. OF RESPONDENTS
PERCENTAGE
Young world
15
16
Magazine.
06
06
Friday review.
11
11
Opportunities.
11
11
Metro Plus
19
20
Classified
04
04
Nxg
06
06
Education Plus
14
15
Property Plus
10
11
Total
96
100
CHART NO: 10
NO. OF RESPONDENTS 10
Young world
15
14
6
Magazine. Friday review.
11
6 4 11
19
Opportunities. Metro Plus Classified
INTERPRETATION It is observed that maximum 20% of the respondents prefer to read “The Hindu” newspapers for metro plus. Minimum 4% of the respondents prefer to read “The Hindu” newspaper for Classified. 33
TABLE NO: 11
CHOOSE NEWSPAPER RATHER THAN ANY OTHER MEDIA
FACTORS
NO. OF RESPONDENTS PERCENTAGE
Informative
20
27
Improves language skills
36
36
Reliable
24
26
Other
16
11
Total
96
100
CHART NO: 11
NO. OF RESPONDENTS 40 30 20 NO. OF RESPONDENTS
10 0 Informative
Improves language skills
Reliable
Other
INTERPRETATION It is inferred that maximum 36% of the respondents prefer to read “The Hindu” newspapers for an improves language skills. Minimum 11% of the respondents prefer to read “The Hindu” newspaper for an other things.
34
“THE HINDU” NEWSPAPER LACKS
TABLE NO: 12 FACTORS
NO. OF RESPONDENTS
PERCENTAGE
Coverage of local area news
34
35
No proper up gradation of news
22
23
Commercial and advertisement coverage is more
24
25
Others (specify)
16
17
Total
96
100
CHART NO: 12
NO. OF RESPONDENTS 100% 80% 60% 40% 20% 0%
NO. OF RESPONDENTS
INTERPRETATION It is observed that maximum 35% of the respondents prefer to read “The Hindu” newspapers for Coverage of local area news. Minimum 17% of the respondents prefer to read “The Hindu” newspapers for other reasons.
35
TABLE NO: 13 “THE HINDU” NEWSPAPER LACKS IN COVERING LOCAL NEWS OR ANY OTHER INFORMATION THAN ANY OTHER NEWSPAPER FACTORS
NO. OF RESPONDENTS
PERCENTAGE
0-20%
06
6
21%-40%
12
13
41%-60%
26
27
61%-80%
24
25
81%-100%
28
29
Total
96
100
CHART: 13
NO. OF RESPONDENTS 40 20 0 NO. OF RESPONDENTS
NO. OF RESPONDENTS
INTERPRETATION It is observed that maximum 29% of the respondents 81-100% prefer to read “The Hindu” newspaper. Minimum 6% of the respondents 0-20% prefers to read “The Hindu” newspaper.
36
“THE HINDU” HAS RELEVANT INFORMATION FOR
TABLE NO: 14
ALL AGE GROUPS FACTORS
NO. OF RESPONDENTS
PERCENTAGE
Strongly agree
32
33
Agree
28
29
Uncertain
26
27
Disagree
10
11
Strongly disagree
-
-
Total
96
100
CHART NO: 14
NO. OF RESPONDENTS 35 30 25 20 15
NO. OF RESPONDENTS
10 5 0 Strongly agree
Agree
Uncertain
Disagree
Strongly disagree
INTERPRETATION It is observed that maximum 33% of the respondents prefer strongly agree to read “The Hindu” newspaper. Minimum 11% of the respondents prefer disagree to read “The Hindu” newspaper.
37
“THE HINDU NEWSPAPER AT FREE OF COST THEN
TABLE NO: 15
WHAT WILL BE YOUR FREQUENCY OF READING
FACTORS
NO. OF RESPONDENTS
PERCENTAGE
All the time
52
53
Very often
44
45
Often
2
2
Sometimes
-
-
Total
96
100
CHART NO: 15
0
NO. OF RESPONDENTS 2 All the time Very often
44 52
Often Sometimes
INTERPRETATION It is observed that maximum 53% of the respondents prefer all the time to read “The Hindu” newspaper. Minimum 2% of the respondents prefer often to read “The Hindu” newspaper.
38
TABLE NO: 16 “THE HINDU ADDSVALUE TO YOUR KNOWLEDGE
FACTORS
NO. OF RESPONDENTS
PERCENTAGE
Bad
-
-
Fair
-
-
Moderate
11
12
Good
36
37
Excellent
49
51
Total
96
100
CHART NO: 16
NO. OF RESPONDENTS 100% NO. OF RESPONDENTS
50% 0% Bad
Fair
Moderate
Good
Excellent
INTERPRETATION It is observed that maximum 51% of the respondents prefer excellent to read “The Hindu” newspaper. Minimum 37% of the respondents prefer good to read “The Hindu” newspaper.
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CHAPTER-III FINDINGS AND SUGGESTIONS
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FINDINGS Maximum of the respondents are in the age group 20 to 40 years 38% who read “The Hindu” news paper regularly. Maximum 71% of the respondents preferring “The Hindu” newspaper belong to male category. Maximum 38% of student category prefers to read “The Hindu” Newspapers. Maximum 73% of the respondents prefer yes to read “The Hindu” Newspapers. Maximum 39% of the respondents prefer to read “The Hindu” Newspapers. Maximum 35% of the respondents prefer to read daily “The Hindu” Newspaper. Maximum 38% of the respondents prefer to read “The Hindu” Newspaper is good. Maximum 41% of the respondents prefer to read “The Hindu” Newspaper for sports. Maximum 40% of the respondents prefer to read “The Hindu” newspaper is an extremely reliable. Maximum 20% of the respondents prefer to read “The Hindu” newspapers for metro plus. Maximum 36% of the respondents prefer to read “The Hindu” newspapers for an improves language skills. Maximum 35% of the respondents prefer to read “The Hindu” newspapers for Coverage of local area news. Maximum 29% of the respondents 81-100% prefer to read “The Hindu” newspaper. Maximum 33% of the respondents prefer strongly agree to read “The Hindu” newspaper. Maximum 53% of the respondents prefer all the time to read “The Hindu” newspaper. Maximum 51% of the respondents prefer excellent to read “The Hindu” newspaper.
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SUGGESTIONS The following are the suggestion offered to increase the satisfaction level of The Hindu news paper based on the reader‟s opinion and analysis of the data.
Most of the consumers expressed dissatisfaction over the number of advertisement both commercial and cinema should be taken by the publishers to reduce the advertisement coverage and add more sports news, IT news, job opportunities etc. As regards availability of newspapers the highest number of respondents is satisfied, but a few respondents in rural areas dissatisfied because of non-availability of English newspapers like the Hindu and the Indian Express. Hence newspapers should reach rural areas also. A few respondents are dissatisfied about reliability of news. So reporters must verify the news before they are published
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CONCLUSION Newspapers play an important role in our day-to-day life. They have contributed not only for the growth of democracy in a country but also for development of the economy. Indian newspapers enjoy large circulations. It is an influential organ shouldering great responsibilities and should furnish uncolored news without suppressing the facts and also care should be taken to satisfy the needs of consumers.
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REFERENCES
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REFERENCES a) Books Encyclopedia, The world book, volume 14 Encyclopedia, Britannica, Napoleon Ozonolysis, volume 16 Gupta, s.p., “ Statistical methods”, s.chand & sons, New Delhi Kothari, C.R, Research methodology, methods and Techniques Pillai & Bhagavathi R. S.N. „Modern marketing‟ New Delhi, RamNager, S.Chand & company Ltd, 2001.
b) Websites WWW. Presscounsil.nic.in WWW. Worldpressinstitute.org WWW. Google.com.
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