Sunday -A Study on Consumer Preference Towards “the Hindu” Newspaper Report1

A STUDY ON CONSUMER PREFERENCE TOWARDS “THE HINDU” NEWSPAPER

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ABSTRACT

Newspapers are the most powerful tool to express ideas and information. It is a part and parcel of modern life. It plays vital role by providing information and creating awareness among the people. A newspaper acts an important medium to control corruption and scams. The chief topics of general interest in newspaper include politics, sports, economy, movies and share market. A wide coverage of information is obtained at low cost though newspaper. Newspaper provides us with information collected from around the globe. It also helps to develops new ideas, and at times guides the common man and it also influences the habit of thinking in men. Hence the research work is carried out to know the customer preference Towards Daily THE HINDU News paper. The data were collected from 60 respondents those who actually reading the Daily THE HINDU Newspaper. Further the data were analyzed by using one way anova. The test result revealed that there is a significant association between qualification and regular reading and newspaper quality satisfaction by the respondents.

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TABLE OF CONTANTS ACKNOWLEDGEMENT

I

ABSTRACT

II

TABLE OF CONTENTS

III

LIST OF CHARTS

IV

TITLE

PAGE NO.

CHAPTER – I: INTRODUCTION 1.1 Introduction to the Study 1.2 Need For the Study 1.3 Objective of the Study 1.4 Scope of the Study 1.5 Research Methodology 1.6 Tools for Analysis 1.7 Limitation of the Study

CHAPTER – 2: INDUSTRY AND COMPANY PROFILE 2.1 Industry Profile 2.2 Company Profile

CHAPTER – 3: REVIEW OF LITERATURE CHAPTER – 4: DATA ANALYSIS AND INTERPRETATION CHAPTER –5: FINDINGS AND SUGGESTIONS 5.1 Findings 5.2 Suggestions

CONCLUSION REFERENCES

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LIST OF CHARTS TABLE NO.

TITLE

1. 2. 3. 4. 5. 6. 7. 8. 9.

PAGE NO.

Gender Of The Respondents Age Of The Respondents Occupations The Habit Of Reading Newspaper Years Of Reading Current Newspaper “The Hindu” Newspaper Is The One You Like The Most The Preference Of News “The Hindu” Reading News Paper Add Value To Your Knowledge Parts In The E-Newspaper Is The Like The Most? 10. Qualities And Services Of “The Hindu”

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CHAPTER – I INTRODUCTION

1.1 INTRODUCTION TO THE STUDY

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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 overall 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.

1.2 NEED FOR STUDY

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 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.

1.3 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.

1.4 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.

1.5 RESEARCH METHODOLOGY

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 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 60 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 HYDERABAD only.

 Period of the study o The period of the study covers 3weeks (July 2016).

 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.

 Sample Size o The sample size selected for the study is 60 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 8

from various respondents easily. It should be seen that parties are not biased or prejudiced and are mentally sound.

 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.

 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

1.6 LIMITATION OF THE STUDY  The sample size is only 60.  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 INDUSTRY AND COMPANY PROFILE

2.1 INDUSTRY PROFILE History of Indian Newspaper Industry In 1976, our country’s population was 775 million, one copy of a newspaper appeared for every 80 people. A quarter century later, as the population passed one billion, one 10

newspaper was available for every 20 Indians. By mid 2009, India had 68,000 newspapers, with more expected to emerge. They sell for a few cents per edition. Unlike online, print does not require electricity and Internet infrastructure. Power shortages still occur in some parts of India. Broadband penetration in 2009 was about 4 percent, and concentrated in major cities. It is observed that rising literacy in India will mean an audience for printed newspapers well into this century. In 1976, 35 percent of Indians could read.

By 2008 the figure was 70 percent. Rising youth literacy, at 82 percent in 2009, does suggest plenty of potential readers. But those youngsters are more likely to seek their news and information online, just as their counterparts do in other countries. As cheap broadband inevitably becomes available, newspaper circulations will decline. A July 2009 report from Forrester Research estimated that about 2.2 billion people worldwide would be online by 2013 – a global increase of 45 percent. Almost half of those new users would be in Asia, with 17 percent in China alone.

Mr Wilkinson, the Executive Director of the Dallas, Texas-based International Newspaper Marketing Association (INMA) commented on Indian Print media that the underlying trends developing elsewhere in the world are there in India as well, whether it is consuming news via a mobile phone or computer-based Internet, but its potential is hidden by the population and advertising growth that everyone is seeing. The short term you can’t see the trends, there is going to be more advertising, more readers, more titles than today – but what you have to see, though, is that the storm is coming and that storm is the Internet and the digital migration, reports The Hindu Business Line (2014).

Expansion of the Media Industry in India Rapid economic growth and FDI has resulted in huge growth of media industry in India. The industry is benefited from the favorable laws and liberation of the market. The growth of media market led to the high competition but still there is scope for 11

new companies to enter and existing companies to expand. This is also creating many opportunities and scope for the consumers, investors and related professionals. Read on… In post-independence era media had huge role to play towards the development of society in India. In 1947 when India attained independence, the country was facing many socio-political-economic challenges. Therefore, at that time media’s role towards society was highly critical and challenging. The main goals set by the government for media to perform were to inform and educate the Indian population. During that period print media was flourishing as it contributed a lot in the freedom struggle. However, the reach of this medium was very limited because the literacy rate of India was very low. As opposed to this, boom came in broadcasting in 1980s when television made a grand entry to the media market. The medium was controlled by the government body, Doordarshan, unlike newspapers which have been owned by the private organizations. Since then media market has witnessed massive growth in its every sector.

Features of Indian Media Market Before moving on to the analysis of market growth in India, let us see the characteristics of Indian media market. 1. Competition effecting content of programmers: The kind of commercial growth an Indian media market is experiencing is affecting the quality of the content. Commercialization is overpowering the content of the programmers. Many big companies are competing for advertisers and audience attention. Therefore, media market in India has become more price-oriented than content-oriented. It is also affecting the overall taste of the audience.

2. Private Ownership: Majority of media organizations are owned by the private entrepreneurs. Major companies and families have invested in these media organizations. Although, recent years have seen the small investors investing in media, but their investments are limited to subsidiaries and these are not into the group holding companies. 12

3. Cross Media Ownership: As we know that for many decades’ newspapers had strong hold on the media market. Therefore, when government monopoly broke down over broadcasting media and many private entrepreneurs entered this sector, many of them were well established in print media sector. For example Aaj Tak news channel belongs to India Today Group, a leading media company which publishes well known India Today magazine. Similarly, Radio Mirchi is owned by the Entertainment Network India Ltd. (ENIL), which is one of the subsidiaries of The Times Group. This represents the relatively young nature of the Indian media sector. However, we are likely to see increasing specialization as competition intensifies and the media industry matures. On the other hand, Government is planning to restrict the cross media ownership as part of the Broadcast Services Regulation Bill (which has been debated in Parliament). 4. Transparency in Media Regulation: Two main divisions of the Government, Ministry of Information & Broadcasting and Telecom Regulatory Authority of India keeps an eye on the media sector. In India, especially the editorial enjoys the freedom of expression. The policies and regulation set by these regulatory bodies can be challenged in court. 5. Foreign Direct Investment: Many foreign companies have been investing in media organisations as a joint venture or as partnership or as a direct investment. In the era of preliberalisation, the role of foreign investment in India was very limited. However, post-liberalisation the 1980s onward and softness of Indian government on foreign investors drastically changed the face of India media industry. Currently nearly 74% of FDI is allowed in telecommunication whereas 100% is allowed in the Internet. If we largely talk about media market then news programmers has 26%, in radio FM has 20% and similarly DTH too has 20% of FDI and cable can have around 49% of FDI. 6. Transparent regulatory policies: In India there are many policies which regulate the working of media to make it more responsible towards society. Especially print media is bound by regulations. In 13

broadcasting sector, Doordarshan and All India Radio have to follow broadcasting codes or guidelines which have been set by the Government. 7. Regional & cultural diversity in media: On the basis of languages, media can be divided into three broad categories: English language media, Hindi language media and regional language media. Recent years have seen a big growth of regional language channels and newspapers over English and Hindi languages media. For example, especially in South India local audience is serviced by local media produced by local companies, likeSun TV, Manorama, etc. THESE CHARACTERISTICS OF INDIAN MEDIA MARKET distinguish it from rest of the world. The kind of investment being put into the media market is creating lots of possibilities and opportunities for further growth. The upswing of the media market has resulted in new trends in media and entertainment sector. Some of these are as follows: 1. Expansion of mobile phones as entertainment Channel: Mobile manufacturing companies are incorporating many entertainment modes in mobile set like radio, games, movie players, Internet, etc. These features have made it a mobile medium of communication. This has also led to easy access to information by the consumer. 2 .Convergences: The expansion of media industry has increased the consumer expectations. The convergence means merging many mediums of mass communication into one. Communication distributors like DTH (direct-to-home), CAS (Conditional Access System) and IPTV (Internet Protocol television) have merged radio, TV and Internet into single signal. Recent examples of convergent service include: Services delivered to TV sets via system like Web TV, Email and World Wide Web access via digital TV decoders and mobile telephones and using Internet for voice telephony. THE GROWTH OF MEDIA INDUSTRY IN INDIA

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The Indian Entertainment and Media market is estimated to grow from estimated R 668.8 billion in 2010 to reach R1040.8 billion in 2014. Let us see the sector wise projected growth of various industries in media markets. 1. Television Industry: Television industry is the most dominated sector in media industry and projected to continue to be the major contributor in the industry. It has been estimated that the television sector will grow at a healthy rate of 13.0% cumulatively over the next coming years, from an estimated R307 billion at a Compound Annual Growth Rate (CAGR) of 15.6% in 2010. The overall television sector is estimated to reach R488 billion by 2014. 2. The Indian Film Industry: The film industry in India is estimated to grow at CAGR of 12.4%, reaching to R170.5 billion by 2014 from the R114.5 billion, at a CAGR of 20.5%. However, particularly this sector has experienced the downturn in 2009 due to the strike in multiplexes and economic recession. 3. Print Media Industry in India: The second most dominating sector in media industry is print media. The sector is projected to grow by 7.4% over the period 20102014, reaching to R230.5 billion in 2014. 4. Indian Radio Industry: Though the share of radio in media market is small as compared to television, film and print sector yet it has shown the good growth in the market. The industry is estimated to grow at a CAGR of 12.2%, reaching R16 billion in 2014 from the estimated R10 billion in 2010. In advertisement share it is projected that radio advertisement share will grow from 4.2% to 4.3% in the coming years. 5. The Animation and Gaming Sector in India: It is worth noticing that many international production houses in the field of animation 1252 are dependent on Indian animation industry. This dependency will help the Indian animation sector to grow at a faster rate. The sector is estimated to grow at a CAGR of 25.2% reaching to R73.4 billion in 2014. The Gaming industry will grow to an estimated R19.4 billion by 2014 from R5.3 billion in 2009. 6. OOH: Out of Home advertisement was the worst hit industry in 2009 due to the economic recession faced by the country. However, the industry has rebounded with 15

the use of digital technologies and tools. The estimated size of OOH sector was R12.5 billion in 2009 and its projected growth is at a CAGR of 11.0%, reaching R21 billion in 2014. 7. Music Industry: The predictions say that music industry is expected to be the fastest growing segment in E&M industry. It has been estimated that Indian music industry would grow to R26.5 billion in 2014 with a 29% of CAGR. However, this industry has been facing lots of challenges out of which piracy is the biggest threat to the growth of the music industry. The other challenges are acquisition rights and the cost of music royalty.

2.2 COMPANY PROFILE PROFILE OF THE HINDU NEWSPAPER

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FOUNDER CO-FOUNDER LEGAL ADVISOR

SUBRAMANIAN IYER IN 1878 VEERA RAGHAVACHARIAR KASTURI IYENGAR (LATER PURCHASED

WEEKLY NEWSPAPER DAILY NEWSPAPER NET PAID CIRCULATION CONSUMERSHIP ANNUAL TURNOVER ONLINE EDITION PRINTING MAIN EDITION PRINTING CENTER

IT IN 1905) 1878 1889 1 MILLION COPIES 3 MILLIONS 4 BILLIONS 1995 CHENNAI COIMBATORE, BANGLORE, MADURAI, HYDREBAD, NEW DELHI, KOCHI, THIRUVANANTHAPURAM, VIJAYAWADA, MANGLORE, TRICHY, VIZAG, KALIKAT,

Supplements  On Mondays •

Metro Plus

•

Education Plus

 On Tuesdays •

Young World, an exclusive children’s (SPECIAL ISSUE)

•

Metro Plus

 On Wednesdays •

Opportunities

•

Metro Plus

 On Thursdays •

Metro Plus

•

NXg

 On Fridays •

Friday Review

•

Metro Plus weekend

 On Saturdays •

Metro Plus

•

Property Plus 17

 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. Property plus features each week articles, reviews and special columns on the many facts that more these dramatic changes.

History of the Hindu Newspaper

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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

The Board of Directors of Kasturi and Sons Limited (KSL), publishers of The Hindu and Group newspapers, has unanimously appointed Rajiv C. Lochan, as Managing Director & Chief Executive Officer effective June 1, 2014. He will lead all noneditorial operations of the company and will join the Board of Directors.

The Hindu

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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 consumer ship 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 high-speed 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.

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)

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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.

ORGANIZATION STRUCTURE

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CHAPTER – III REVIEW OF LITERATURE

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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 longterm 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 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 25

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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CHAPTER – IV DATA ANALYSIS AND INTERPRETATION

TABLE NO: 1

GENDER OF THE RESPONDENTS 27

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Male

35

58%

Female

25

42%

Total

60

100%

CHART NO: 1

Sales

Female; 42% Male; 58%

INTERPRETATION  It is concluded that maximum 58% of the respondents preferring “The Hindu” newspaper belong to male category.

 Minimum 42% of the respondents preferring “The Hindu” newspaper belong to female category.

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TABLE NO: 2

AGE OF THE RESPONDENTS

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

15 to 25 Years

12

20%

25 to35 Years

9

15%

35 to45 Years

6

10%

45 to 55 Years

10

17%

55 to above

23

38%

60

100%

Total

CHART NO: 2

NO. OF RESPONDENTS NO. OF RESPONDENTS

38% 20%

15%

10%

17%

15 to 25 Years 25 to35 Years 35 to45 Years 45 to 55 Years

55 to above

INTERPRETATION  It is inferred that maximum of the respondents are in the age group 55 to above years 38% who read “The Hindu” news paper regularly.  Minimum 10% of the respondents who belong to the age group 35 to 45year read Hindu regularly. 29

TABLE NO: 3

OCCUPATIONS

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Student

13

22%

Employee

11

18%

Business person

9

15%

Home maker

4

7%

Retired employee

18

30%

Others

5

8%

Total

60

100%

CHART NO: 3

Series 1 Series 1

22%

18%

30% 15%

7%

8%

INTERPRETATION  It is observed that maximum 30% of Retired employee category prefers to read “The Hindu” Newspapers.  Minimum 7% of Home maker category prefers to read “The Hindu” Newspapers.

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TABLE NO: 4

THE HABIT OF READING NEWSPAPER

FACTORS

NO. OF RESPONDENTS

PERCENTAG E

Yes

45

75%

No

15

25%

Total

60

100%

CHART NO: 4

NO. OF RESPONDENTS NO. OF RESPONDENTS

75%

25%

Yes

No

INTERPRETATION  It is inferred that maximum 75% of the respondents prefer to read “The Hindu” Newspapers.  Minimum 25% of the respondents prefer to not read “The Hindu” Newspaper.

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TABLE NO: 5

NEWS PAPER TO READ

FACTORS

NO. OF RESPONDENT S

PERCENTAG E

The Hindu

18

30%

The New Indian Express

4

7%

Deccan Chronicle

16

27%

The Times of India

14

23%

other

8

13%

Total

60

100%

CHART NO: 5

Sales other; 13% The Hindu; 30%

The Times of India; 23%

The New Indian Express; 7%

Deccan Chronicle; 27%

INTERPRETATION  It is observed that maximum 30% of the respondents prefer to read “The Hindu” Newspapers.  Minimum 7% of the respondents prefer to read “The New Indian

Express” newspapers. 32

TABLE NO: 6

YEARS OF READING CURRENT NEWSPAPER

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Below 1year

20

33%

1-2 years

18

30%

2-3 year

10

17%

Above 3 years

12

20%

Total

60

100%

CHART NO: 6

NO. OF RESPONDENTS NO. OF RESPONDENTS 33% 30%

20% 17%

Below 1year

1-2 years

2-3 year

Above 3 years

INTERPRETATION  It is inferred that maximum 33% of the respondents prefer to read since below 1year The Current Newspaper.  Minimum 17% of the respondents prefer to read since 2-3 year The Current Newspaper.

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TABLE NO: 7

“THE HINDU” NEWSPAPER IS THE ONE YOU LIKE THE MOST

FACTORS News Entertainment Sports Cultural Science Commercials

Education /Advertisements Business / shares Book review Editorials Others

Total

NO. OF RESPONDE 11 8 12 4 3 5 3 3 6 3 2 60

PERCENTAGE 18% 13% 20% 7% 5% 8% 5% 5% 10% 5% 3%

100%

CHART NO: 7

NO. OF RESPONDENTS NO. OF RESPONDENTS

20%

18% 13%

7%

10%

8% 5%

5%

5%

5%

INTERPRETATION  It is observed that maximum 20% of the respondents prefer to read “The Hindu” Newspaper for sports.

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3%

 Minimum 3% of the respondents prefer to read “The Hindu” Newspaper for other things.

TABLE NO: 8

THE PREFERENCE OF NEWS “THE HINDU”

FACTORS Newspapers (Printed) Internet/Online Radio TVs Other (Please specify

Total

NO. OF RESPONDE 21 20 8 11 60

PERCENTAGE 35% 33% 13% 18% 0% 100%

CHART NO: 8

NO. OF RESPONDENTS NO. OF RESPONDENTS

35%

33%

13%

18% 0%

Newspapers (Printed)

Radio

Other

INTERPRETATION  It is observed that maximum 35% of the respondents prefer to give rank to Newspapers.  Minimum 0% of the respondents prefer to give rank to other.

35

TABLE NO: 9

READING NEWS PAPER ADD VALUE TO YOUR KNOWLEDGE

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Yes

52

87%

NO

8

13%

Total

60

100%

CHART NO: 9

NO. OF RESPONDENTS NO. OF RESPONDENTS

87%

13% Yes

NO

INTERPRETATION  It is observed that maximum 87% of the respondents Yes

 Minimum 163% of the respondents NO

36

TABLE NO: 10 PARTS IN THE E-NEWSPAPER IS THE LIKE THE MOST? FACTORS

NO. OF RESPONDE 10 13 8 4 3 5 3 3 6 3 2 60

News Entertainment Sports Cultural Science Commercials

Education /Advertisements Business / shares Book review Editorials Others

Total

PERCENTAGE 17% 22% 13% 7% 5% 8% 5% 5% 10% 5% 3%

100%

CHART NO: 10

NO. OF RESPONDENTS NO. OF RESPONDENTS 22% 17% 13% 7%

10%

8% 5%

5%

5%

5%

INTERPRETATION  It is observed that maximum 22% of the respondents prefer to read “The Hindu” E-Newspaper for Entertainment.

37

3%

 Minimum 3% of the respondents prefer to read “The Hindu”E- Newspaper for other things.

TABLE NO: 11 QUALITIES AND SERVICEs OF “THE HINDU”

NO. OF RESPOND ENTS Strongly agree

NO. OF RESPOND ENTS Agree

NO. OF RESPONDE NTS Neutral

NO. OF RESPONDE NTS Disagree

NO. OF RESPONDE NTS Strongly disagree

36

16

8

0

0

Quality of visual

50

6

4

0

0

Quality of language

50

10

0

0

0

40

15

5

0

0

30

10

10

5

3

50

10

0

0

0

30

20

10

0

0

30

10

10

5

5

5

0

0

5

0

0

News

pagination Price Distributio n E-paper Special benefits Relevant informatio n Quality of informatio n

45 45

10 10

38

CHART NO: 11

NO. OF  RESPONDENTS NO. OF RESPONDENTS Strongly agree

NO. OF RESPONDENTS Agree

NO. OF RESPONDENTS Neutral

NO. OF RESPONDENTS Disagree

NO. OF RESPONDENTS Strongly disagree 83%

83%

83% 75%

75%

67%

60%

50%

0% 0%

50%

33%

27% 13%

50%

25% 17%

10% 7%

8%

0% 0%

0% 0% 0%

17% 17% 17% 8% 5%

0% 0%

17%

0% 0% 0%

0% 0%

17% 17% 17% 8% 8% 8% 0% 0%

17% 8% 0% 0%

INTERPRETATION



It is observed that maximum 60% of the respondents strongly agree with

news of “The Hindu”.



Minimum 0% of the respondents disagrees and strongly disagrees

with news of “The Hindu”.



It is observed that maximum 83% of the respondents strongly agree with

Quality of visual

of “The Hindu”.

39



Minimum 0% of the respondents disagrees and strongly disagrees

with Quality of visual



It is observed that maximum 83% of the respondents strongly agree with

Quality of language



of “The Hindu”.

of “The Hindu”.

Minimum 0% of the respondents disagrees and strongly disagrees

with Quality of language of “The Hindu”.



It is observed that maximum 67% of the respondents strongly agree with

pagination



of “The Hindu”.

Minimum 0% of the respondents disagrees and strongly disagrees

with pagination



of “The Hindu”.

It is observed that maximum 50% of the respondents with Price of “The

Hindu”.



Minimum 5% of the respondents strongly disagree with Price of “The

Hindu”.



It is observed that maximum 83% of the respondents with Distribution of

“The Hindu”.



Minimum 0% of the respondents disagrees and strongly disagrees

with Distribution of “The Hindu”.



It is observed that maximum 50% of the respondents with E-paper of “The

Hindu”.



Minimum 0% of the respondents disagrees and strongly disagrees

with E-paper of “The Hindu”.



It is observed that maximum 50% of the respondents with Special

benefits



of “The Hindu”.

Minimum8% of the respondents disagrees and strongly disagrees

with Special benefits



of “The Hindu”.

It is observed that maximum 75% of the respondents with relevant

information of “The Hindu”.

40



Minimum0% of the respondents disagrees and strongly disagrees

with relevant information of “The Hindu”.



It is observed that maximum 75% of the respondents with Quality of

information of “The Hindu”.



Minimum0% of the respondents disagrees and strongly disagrees

with Quality of information of “The Hindu”.

CHAPTER-V FINDINGS AND SUGGESTIONS

41

5.1FINDINGS  It is concluded that maximum 58% of the respondents preferring “The Hindu” newspaper belong to male category.  It is inferred that maximum of the respondents are in the age group 55 to above years 38% who read “The Hindu” news paper regularly.  It is observed that maximum 30% of Retired employee category prefers to read “The Hindu” Newspapers.  It is inferred that maximum 75% of the respondents prefer to read “The Hindu” Newspapers.  It is observed that maximum 30% of the respondents prefer to read “The Hindu” Newspapers.  It is inferred that maximum 33% of the respondents prefer to read since below 1year The Current Newspaper.  It is observed that maximum 20% of the respondents prefer to read “The Hindu” Newspaper for sports.  It is observed that maximum 35% of the respondents prefer to give rank to Newspapers.  It is observed that maximum 87% of the respondents Yes  It is observed that maximum 22% of the respondents prefer to read “The Hindu” E-Newspaper for Entertainment.  It is observed that maximum 60% of the respondents strongly agree with news of “The Hindu”.  It is observed that maximum 83% of the respondents strongly agree with Quality of visual

of “The Hindu”. 42

 It is observed that maximum 83% of the respondents strongly agree with Quality of language of “The Hindu”.  It is observed that maximum 67% of the respondents strongly agree with pagination

of “The Hindu”.

 It is observed that maximum 50% of the respondents with Price of “The Hindu”.  It is observed that maximum 83% of the respondents with Distribution of “The Hindu”.  It is observed that maximum 50% of the respondents with E-paper of “The Hindu”.  It is observed that maximum 50% of the respondents with Special benefits of “The Hindu”.  It is observed that maximum 75% of the respondents with relevant information of “The Hindu”.  It is observed that maximum 75% of the respondents with Quality of information of “The Hindu”.

5.2 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 nonavailability of English newspapers like the Hindu and the times of India. Hence newspapers should reach rural areas also.

43

 A few respondents are dissatisfied about reliability of news. So reporters must verify the news before they are published

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.

44

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.

45

QUESTIONNAIRE ------------------------------------------------------------------------------------------------------1. What is your Name? _______________________________________ 2. What is your Gender? 1) Male 2) Female 3. What’s your Age Group? 1) 2) 3) 4) 5)

15 to 25 Years 25 to35 Years 35 to45 Years 45 to 55 Years 55 to above

4. What’s your Occupation? 1) Student 2) Employee 3) 4) 5) 6)

Business Home maker Retired employee Others if any(specify)

5. Do you have the habit of reading English Newspaper? 1) Yes

2) No

6. Which newspaper do you read? 1) 2) 3) 4) 5)

The Hindu Indian Express Deccan Chronicle Times of India Other 46

7. Since how many years you are reading Current Newspaper? _______________________________

8. Please rank in the order of your preference which part in the newspaper you like the

most?

1) News 2) 3) 4) 5)

Entertainment Sports Cultural Science

6) Commercials /Advertisements

7) Education 8) Business / shares 9) Book review 10) Editorials 11) Others(Please specify) 9.

Preference of news?

Rank

1) Newspapers (Printed) 2) 3) 4) 5)

Internet/Online Radio TVs Other (Please specify)

10. Do you think reading news paper add value to your knowledge? 1) Yes 2) NO

47

11. Which part in the e-newspaper is the one you like the most? 1)

News (politics)

2) Entertainment news 3) Sports 4) Cultural 5) Science 6) Classifieds 7) Advertisements 8) Education 9) Business / share market 10) Book reviews 11) Others(specify) 12. Give your opinion on the following in 5 points scale: do you agree with the following

aspects of the news paper.

5 Strongly agree,

4Agree

3 Neutral

2Disagree

1Strongly

disagree 5

4

3

2

1) News 2) Quality of visual 3) Quality of language 4) pagination 5) Price 6) Distribution 7) E-paper 8) Special benefits 9) Relevant information 10) Quality of information 3. Any other Suggestion or Comments? _______________________________________________________________

48

1