A STUDY ON CONSUMER PREFERENCE TOWARDS “THE HINDU” NEWSPAPER

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

1

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

(PROJECT GUIDE) (HOD – MBA)

2

I

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

3

II

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.

4

III

TABLE OF CONTANTS

ACKNOWLEDGEMENT I

ABSTRACT II

TABLE OF CONTENTS III

LIST OF CHARTS IV

CHAPTER NO. TITLE PAGE NO.I INTRODUCTION

INTRODUCTION TO THE STUDY 1

PROFILE OF THE HINDU NEWSPAPER 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

II DATA ANALYSIS AND INTERPRETATION

PERCENTAGE ANALYSIS 16

III FINDINGS AND SUGGESTIONS

FINDINGS 32

SUGGESTIONS 33

CONCLUSION 34

APPENDIX

REFERENCES 35

IV

5

LIST OF CHARTS

TABLE NO.

TITLE PAGE NO.

1 AGE OF THE RESPONDENTS 162 GENDER OF THE RESPONDENTS 173 OCCUPATIONS 184 THE HABIT OF READING NEWSPAPER 195 NEWSPAPER TO READ 206 READ THE HINDU NEWSPAPER 217 THE QUALITY OF INFORMATION OF THE HINDU

WHEN COMPARED TO OTHER NEWSPAPERS22

8 THE HINDU NEWSPAPER IS THE ONE YOU LIKE THE MOST

23

9 RELIABLE IS THE INFORMATION OF THE HINDU NEWSPAPER

24

10 SUPPLEMENTS COPY OF THE HINDU YOU LIKE THE MOST

25

11 CHOOSE NEWSPAPER RATHER THAN ANY OTHER MEDIA

26

12 THE HINDU NEWSPAPER LACKS 2713 THE HINDU NEWSPAPER LACKS IN COVERING

LOCAL NEWS OR ANY OTHER INFORMATION THAN ANY OTHER NEWSPAPER

28

14 THE HINDU HAS RELEVANT INFORMATION FOR ALL AGE GROUPS

29

15 THE HINDU NEWSPAPER AT FREE OF COST THEN WHAT WILL BE YOUR FREQUENCY OF READING

30

16 THE HINDU ADDS VALUES TO YOUR KNOWLEDGE 31

6

CHAPTER – I

INTRODUCTION

INTRODUCTION TO THE STUDY

7

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.

PROFILE OF THE HINDU NEWSPAPER

FOUNDER SUBRAMANIAN IYER IN 1878

CO-FOUNDER VEERA RAGHAVACHARIAR

8

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

On Fridays

• Friday Review

9

• 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.

Property plus features each week articles, reviews and special columns on the many facts that

more these dramatic changes.

10

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

The Hindu

11

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 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

12

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.

14

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.

15

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.

16

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

and services (Anderson and Mittal 2000). Thus, squeezing additional reliability out of a

manufacturing or service delivery process may not increase perceived quality and

17

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.

18

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.

19

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.

20

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

21

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.

22

CHAPTER – II

DATA ANALYSIS

AND

INTERPRETATION

23

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

Below 20 20 to 40 40 to 60 Above 600%

20%

40%

60%

80%

100%

NO. OF RESPONDENTS

NO. OF RESPONDENTS

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.

24

TABLE NO: 2 GENDER OF THE RESPONDENTS


Male 68 71

Female 28 29

Total 96 100

CHART NO: 2

68

28

NO. OF RESPONDENTS

MaleFemale

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.

25

TABLE NO: 3 OCCUPATIONS


Student 36 38

Employee 24 25

Business person 26 27

Others 10 10

Total 96 100

CHART NO: 3

Student Employee Business person Others0510152025303540

NO. OF RESPONDENTS

NO. OF RESPONDENTS

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.

TABLE NO: 4 THE HABIT OF READING NEWSPAPER

26


Yes 70 73

No 26 27

Total 96 100

CHART NO: 4

YesNo

010203040506070

NO. OF RESPONDENTS

NO. OF RESPONDENTS

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.

TABLE NO: 5 NEWS PAPER TO READ

27


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

38

22

21

15

The HinduThe New Indian ExpressDeccan ChronicleThe Times of India

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.

TABLE NO: 6 READ “THE HINDU” NEWSPAPER

28


Daily 34 35

Weekend 31 32

Once in 2 weeks 18 19

Rarely 13 14

Total 96 100

CHART NO: 6

Daily Weekend Once in 2 weeks Rarely0510152025303540

NO. OF RESPONDENTS

NO. OF RESPONDENTS

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.

TABLE NO: 7 THE QUALITY OF INFORMATION OF “THE HINDU”

WHEN COMPARED TO OTHER NEWSPAPERS

29


Excellent 28 29

Good 36 38

Can’t say 19 20

Fair 13 13

Poor - -

Total 96 100

CHART NO: 7

Excellent Good Can’t say Fair Poor0

10

20

30

40

NO. OF RESPONDENTS

NO. OF RESPONDENTS

INTERPRETATION


Newspaper is good.

Minimum 13% of the respondents prefer to read “The Hindu” newspaper is fair.

TABLE NO: 8 “THE HINDU” NEWSPAPER IS THE ONE YOU LIKE

THE MOST

30


News 26 27

Entertainment 24 25

Sports 39 41

Others 07 07

Total 96 100

CHART NO: 8

NewsEntertainment Sports Others

051015202530354045

NO. OF RESPONDENTS

NO. OF RESPONDENTS

INTERPRETATION


Newspaper for sports.

Minimum 7% of the respondents prefer to read “The Hindu” Newspaper for other things.

TABLE NO: 9 RELIABLE IS THE INFORMATION OF “THE HINDU”

NEWSPAPER


31

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

Extremely Re-liable

Very much Reliable

Neutral Not much Not at all0510152025303540

NO. OF RESPONDENTS

NO. OF RESPONDENTS

INTERPRETATION


newspaper is an extremely reliable.

Minimum 15% of the respondents prefer to read “The Hindu” newspaper is not much

reliable.

TABLE NO: 10 SUPPLEMENTS COPY OF “THE HINDU”YOU LIKE THE

MOST


32

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

15

6

11

1119

46

14

10

NO. OF RESPONDENTSYoung worldMagazine.Friday review.Opportunities.Metro PlusClassifiedNxgEducation PlusProperty Plus

INTERPRETATION


newspapers for metro plus.

Minimum 4% of the respondents prefer to read “The Hindu” newspaper for Classified.

TABLE NO: 11 CHOOSE NEWSPAPER RATHER THAN ANY OTHER

MEDIA

33

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

Informative Improves language skills

Reliable Other0510152025303540

NO. OF RESPONDENTS

NO. OF RESPONDENTS

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.

TABLE NO: 12 “THE HINDU” NEWSPAPER LACKS

34


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

0%40%80%

NO. OF RESPONDENTS

NO. OF RESPONDENTS

INTERPRETATION


newspapers for Coverage of local area news.

Minimum 17% of the respondents prefer to read “The Hindu” newspapers for other

reasons.

TABLE NO: 13 “THE HINDU” NEWSPAPER LACKS IN COVERING

LOCAL NEWS OR ANY OTHER INFORMATION THAN ANY OTHER

NEWSPAPER

35


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

0-20% 21%-40% 41%-60% 61%-80% 81%-100%

051015202530

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.

TABLE NO: 14 “THE HINDU” HAS RELEVANT INFORMATION FOR

ALL AGE GROUPS


36

Strongly agree 32 33

Agree 28 29

Uncertain 26 27

Disagree 10 11

Strongly disagree - -

Total 96 100

CHART NO: 14

Strongly agree Agree Uncertain Disagree Strongly disagree

0

5

10

15

20

25

30

35

NO. OF RESPONDENTS

NO. OF RESPONDENTS

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.

TABLE NO: 15 “THE HINDU NEWSPAPER AT FREE OF COST THEN

WHAT WILL BE YOUR FREQUENCY OF READING

FACTORS NO. OF RESPONDENT PERCENTAGE

37

S

All the time 52 53

Very often 44 45

Often 2 2

Sometimes - -

Total 96 100

CHART NO: 15

5244

2

NO. OF RESPONDENTS

All the timeVery oftenOftenSometimes

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.

TABLE NO: 16 “THE HINDU ADDSVALUE TO YOUR KNOWLEDGE

FACTORS NO. OF RESPONDENT PERCENTAGE

38

S

Bad - -

Fair - -

Moderate 11 12

Good 36 37

Excellent 49 51

Total 96 100

CHART NO: 16

Bad Fair Moderate Good Excellent0%20%40%60%80%100%

NO. OF RESPONDENTS

NO. OF RESPONDENTS

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

FINDINGS

40

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

REFERENCES

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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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Documents

A STUDY ON CONSUMER PREFERENCE TOWARDS “THE HINDU” NEWSPAPER