A STUDY ON CONSUMER PREFERENCES TOWARDS„SUPPLEMENTARY‟ “THE HINDU NEWSPAPER”
A STUDY ON CONSUMER PREFERENCE TOWARDS SUPPLEMENTS IN “THE HINDU” NEWSPAPER BY S.SHARMILA 412411631044 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
BONAFIDE CERTIFICATEThis is to certify that summer project report titled “A STUDY OF CONSUMERPREFERENCE TOWARDS “THE HINDU” NEWSPAPER” is the bonafide work ofS.SHARMILA 412411631044 who carried out the research under my supervision. Certifiedfurther, that to the best of my knowledge the work reported herein does not form part of anyother project report or dissertation on the basis of which a degree or award was conferred onearlier occasion on this or any other candidate.Prof. B.VENKATESWARA PRASAD V.SELVAKUMAR (PROJECT GUIDE) (HOD - MBA)
AKNOWLEDGEMENT I am thankful to the management of Sri Sai Ram Institute Of Technology which hasimparted 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 ChairmanMJF.Ln.Leo Mutu, Dr. Palani Kumar- Principal Of Sri Sai Ram Institute Of TechnologyChennai. Mr.V.R.Rajamanickam- Director of Sri Sai Ram Group of Institutions,- forgranting me permission to carry out this project on service quality. I‟m highly obliged to our beloved Dr.K.Maran (Director) for his encouragement andconstant 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 guideMr.B.Venkateswara Prasad, lecturer, Sri Sai Ram Institute Of Technology, For guiding mein all works in a kind manner and enabling me to march towards the successful finshing of thisproject. I‟m very grateful to all the faculty members of the department of management studies fortheir encouragement and kind-hearted advice. I‟m also thankful to Ms.Chitradevi Deputy General Manager of “The Hindu” foroffering 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 tomake this project a success. SHARMILA.S
INTRODUCTION TO THE STUDYThe newspaper is defined as “Any printed periodical work, containing public news or comments on public events”Press and Registration Book Act1987.Media in India, experience newspaper media, are undergoing significant changes in the current liberalizedenvironment. Newspaper a publication that appears regularly and frequently carries news about a wide variety ofcurrentevents. The newspaper publishes have a 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 popularrights. The press flight by itself alone, but not for itself by alone. To most people “The press” means the dailynewspaper, but although re-eminent in influence and importance, daily newspapers are only a small part of the pressthe farm “newspaper” 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 andso extensively in its range of appeal. The scope of this subject of appeal and matter as so does the press.sNewspapers have a unique dimension of social responsibility, which means the newspaper industry different fromevery other industry. But business success is as 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. Itmeant “News of the Capital”. The second newspaper of the world was the “Acto Divra” which meant, “Dailyhappening” 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 bythis another newspaper “The London Times” started in publications.The Origin of the Indian NewspaperThe first newspaper in Indian appeared on 29th January 1780, which James Augustris Hicky started the “BengalGazette” or “Calcutta General Advertises” This was a weekly political and commercial paper open to all parties butinfluenced by none. Journalism started in India as a mission to expose the malpractices of East India Company Ruleand Administration for his criticisms Hicky was fined a large amount and later on imprisoned. Simultaneously anumber of Journals emerged under the sponsorship of company official‟s for defending themselves against thecriticism made by Hicky and his followers.The second one came up in November 1780. The third one up in February1784. The Calcutta Gazette this wasfollowed by “Bengat Chronicle” in 1785from them onwards the news and newspaper have flooded throughout India,Indian press the present Scenario.The Indian press consists of more than 20000 newspaper magazines and periodicals published in 20 differentlanguages with a combined circulation of more than 55 million. The number of the major newspaper, „magazineswith membership in Indian Newspaper Society (INS) is given 53.4%. It has a combined circulation of 34 millionsout of these there and 150 English with circulation of 7 millions and there are 38 in Indian languages with acirculation of27 million.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 ofHindi and other Indian languages. Since May 1982, the United News of India has also launched a new service inHindi and the credit line of “UNIVARTA”. Similarly Press Trust of India has started in1986 a Hindi language newsservice called Press Trust of India BHASHA.Role of Newspapers to the Consumers
The power of the press is felt on our activities. It controls the rise and face of ceings, cabinets and presidents. Oncean editor said “I care not who governs the country so long as I can govern the press” . The press has rightly beencalled the “Fourth Estate”. Such an influential organ has to shoulder great responsibilities the power, unless usedwith great care will cause server damage. The first and foremost duty of the press is to furnish uncolored news, butatthe same time, it should furnish news on all fields such as science, economic, politics etc. The news should notsuppressed undue emphasis be laid. Some sensational newspaper now a days print unimportant and trivial news inthe front pages, while worldwide important news are not given place in the first page. Another great responsibility ofthe press is to represent public opinion without fear or favors. As the press is called the eyes and ear of the world, ithas to keep an eye on what happens and reflects views of the people on those happenings. The press is a medium notonly 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 oncontroversial issues. It will help definitely to bring out the best of it. Thus the press is not only a mirror of what thepeople thinks, but it is also a school of Instruction, a source of guidance to the common people.CONSUMERS VALUEConsumers delivered value is the difference between total consumers value and total consumers cost. Totalconsumers value is the bundle of benefits consumers expect to incur in evaluating, obtaining, using and disposing ofthe product or service.CONSUMERS STATISFACTION“Satisfaction is a person‟s feelings of Pleasure of disappointment resulting from comparing products perceivedperformance (or outcome) in relation to his or her expectations”.At this definition makes clear, satisfaction is a function of perceived performance and expectations. Ifthe performance falls short of expectations, the consumers is dissatisfied. If the performance matches theexpectations, the consumers are satisfied. If the performance exceeds expectations, the consumers is highly satisfiedor delighted.Many companies are aiming for high satisfaction because consumers who are just satisfied still find it easy to switchwhen a better offer comes along. Those who are highly satisfied are much less to switch. High satisfaction or delightcreates an emotional bond with the brand, not just, a rational preference. The result is high consumer‟s loyalty.From past buying experience, friend‟s and associate‟s advice, and marketer‟s and competitor‟s informationand promises.The key to generating high consumer‟s loyalty is to deliver high consumers value According to Michael Lanning, inhi delivering profitable value; a company must develop a competitively superior value proposition and a superiorvalue delivery system.A company‟s value proposition is much more than it‟s positioning on a single attribute; it is a statement about theresulting experience consumer‟s will have from the offering and their relationship with the supplier. The brand must represent a promise about the total resulting experience that consumers can expect. Whetherthe promise is kept depends upon the company‟s ability to mange its value - delivery system includes all thecommunications and channel experiences the consumers will have on the way to obtaining the offering.
STATEMENT OF THE PROBLEM Knowledge is power “In today‟s world there is an increasing demand of knowledge, especially after the economyhas opened up the world is becoming one small village newspaper is one effective media which producers relevantinformation”. Newspaper now a days has become one of the most important sources of information for reduce to know things in depth no doubt other mediavehicles live television, radio and other sources provided informationbut they crack inner course of action that is really wanted by the reduce.The print media becoming very competitive throughout the country. There duce by and large are modernizing theirpreference and there are various newspapers are circulated every day. The need of the study areas to know thepreference towards The Hindu Newspaper will also help to know the attributes which made the reduce to preferenceof Hindu.
OBJECTIVES OF THE STUDY To study the consumer preference towards The Hindu Newspaper. To know the consumer preference towards supplement issued by the Hindu. To study the preference of the reader with the present distribution system of newspaper with special reference to agent newspaper vendors. To offer suitable suggestions for enrich the consumer preference of The Hindu news paper.
SCOPE OF THE STUDYThe study is conducted to know the consumer preference of The Hindu newspaper. This may help the company todecide upon their new ventured.The research focuses on the several features of the Hindu and in awareness, suggestion in the market, which mayhelp the company in further development of the newspaper.The research provides a complete feedback on The Hindu which may sincere a backup for their future plans withrespect to design area.
RESEARCH METHODOLOGYResearch DesignResearch Design is descriptive as well as analytical, because the researcher as used facts or information alreadyavailable and analyzed these to make a evaluation of the material. Primary data collectionPrimary data was collected with the help of a structured questionnaire. The questionnaires were administered to theselected 150 respondents of The Hindu news paper.Technique of data collectionThe questionnaire has been designed and used to collect the needed primary data. Both open ended and close endedquestions were used.Area of the studyThe study on consumer preference towards has been limited to consumers located in Erode Town.Period of the studyThe period of the study covers one year during 2008-2009.Sources of DataThe validity of any research is based on the data collected for the study. The present research is based on bothprimary as well as secondary data. The primary data were collected from the selected sample respondents in thestudy area. Simple satisfied random sampling method was used to selecting the respondents.Questionnaire was the main tool used for collecting the first hand information from the respondents. Hence, greatattention was given to construct the questionnaire. The questionnaire was prepared with the help of the researchguide and experts. The questions were framed in a sample manner, capable of being answered easily and quicklyby the respondents.The possible answer to every question and to put a tick mark by the respondent whenever was applicable.The study also consists of secondary data, which are collected from magazines, newspapers and journals and alsowebsite.Sample SizeThe sample size selected for the study is 150 respondents. The respondents are selected by simple random samplingmethod.Sampling TechniquesData on the various aspects directly and indirectly related to the investigation were gathered through questionnairesto the respondents. The questions were necessary to ensure the reliability of the information. The questions weresimple to understand and to contain the choice of questions means simple alternative choice, etc., so that informationshould be collected from various respondents. It should be seen that parties are not biased or prejudiced andare mentally sound.
Tools for analysis: In order to analyze the consumer preference of respondents, the following tables of analysis were used to obtain thevarious objectives of the study.(i) Percentage analysisPercentage 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 sizeChi – square Test:A family of probability distribution, differentiated by this degree of freedom is used to test a member of differenthypothesis about variances, proportions, and distributional goodness of fit.Chi-square test(χ^ 2)= ∑(O-E)^2/E Degree of freedom = (R -1) (C -1)Wherein,O = Refers to the observed frequencyE = Refers to the expected frequencyR = Refers to the number of rowsC = Refers to the number of columnsHYPOTHEISIS:In order to realize that objective of the study the following hypothesis has been formulated.There exists significant relationship between level of preference of age, gender, educational qualification, income,occupation, and family size.The probabilities indicate the extent of reliance that can be placed on conclusion drawn. The same technique is usedincase of chi- square test and the table value chi- square are available at various probabilities level. These levels arecalled level of significance. Usually the value of chi- square is at 5% level of significance.Null hypothesis (Ho)“Null hypothesis is one that would be true if the alternative hypothesis were false”. It is a very useful tool in testingthe significance of difference. It asserts that the there is no real difference in the sample and the population in theparticular matter under consideration. It is usually denoted by the symbol Ho. The level of significance is alwayssame percentage (usually 5%) which should be chosen with great care, thought and reason. Ho will be rejected whenthe sampling result is less than 0.05 probability of occurring it Ho is true and vice versa in case of 5% level ofsignificance
LIMITATION OF THE STUDY The sample size is only 150. The period of study is limited. There is no comparative study made. Under the study illiterate people excluded. The result of analysis made in the study depends fully on theaccuracy; reliability of information‟s given by respondents.
REVIEW OF LITERATURE Rebekah (2006) Wade has remarked that the newspaper success would probably depend more on free CD‟s and DVD‟s than on it journalists. Newspaper particularly hope that CD‟s and DVD‟s will appeal to the young who are increasingly getting their news online. Narasimha Rao P.V.L.National consumership survey (2005) press continue 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. 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.
PROFILE OF THE HINDU NEWS PAPERTHE HINDU INTRODUCTIONThe Hindu is a leading English language newspaper in India with its largest base of circulation of South India. It isover 125 years old founded in 1878by Subramanian Ayer, it was headed by a co-founder Veera Raghavachariar,Kasturi Iyengar, the legal adviser of the newspaper from 1895, bought it in 1905.Since then his family has retainedownership of the paper. The two basic principles on which the founders flagged the newspaper were fairnessand justice. The Hindu was published weekly since 1878 and daily since 1889. Its current net paid circulationexceeds 1 million copies. It is said to enjoy a consumership of 3 million in India and abroad and an annual turnoverof around4 billion rupees ($ 80 million). In 1995 The Hindu became the first Indian newspaper to offer an onlineedition.“The Hindu” user modern facilities for news gathering, page composition and printing. It is printed in twelvecentre including the Main Edition at Chennai (Madras) where the co-operate office is based. The printing centre atCoimbatore, Bangalore, Madurai, Hyderabad, New Delhi, Vizag, Kochi,Thiruvananthapuram, Vijayawada,Mangalore and Tiruchirapalli are connected with high speed data lines for news transmission across the country. TheHindu is the only newspaper which brings our supplement on are days of the weekSupplements On Mondays Metro Plus Business Review On Tuesdays Young World, an exclusive children‟s supplement Education Book Review Improve Young English On Wednesdays Job Opportunities On Thursdays Metro Plus Science, Engineering, Technology & Agriculture NXg, a weekly tabloid, started to share the view of “next generation”. On Fridays Friday Features cinema, arts, music and entertainment On Saturdays Metro Plus Weekend On Sundays Weekly Magazine covering social issues, art, literature, gardening, travel health, cuisine, hobbies etc. Open Page Literary Review, every first SundayPopular Columns include this day that age, The Hindu Crossword and Religion.T here is a Sudoku everydayMetro PlusMetro 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 sectionof consumers.Education PlusA plus is always welcome. It is that extra value that makes good thing better. Education plus comes to you everyMonday with the promise of that bonus, whether you are a student just entering higher secondary schooling or acollege graduate hoping to get the first break after leaving campus or simply someone who is keen to keep pace withwhat is happening in education. Education plus will present and analyses trends in education, provide pointers, andabove all, inform.It will report on all that is current and important in the formal and the non-formal streams as well as in the emergingareas. It will took closely at the local opportunities and international avenues.Property plusIndia‟s property sector is a vibrant and growing areas with new initiatives being taken by government theconstruction industry, architects and developers to transform the landscape. Property plus features each weekarticles, reviews and special columns on the many facts that more these dramatic changes.
History of the Hindu NewspaperThe 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 publishedevery Wednesday as on eight page paper, each a quarter of today page size for four annas. After a month with theSrinidhi Press, the newspaper has in printing shifted to the Scottish press, also in Black Town. The earliest availableissue of the paper is dated June 21, 1881. In1881 the Hindu moved to Ragoonada Row‟s The Hindu press ofMylapore, planning to make the paper tri-weekly appearing every Monday, Wednesday and Friday evening butmaintaining 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 onborrowed capital as public subscriptions were not forth coming. The building itself became the Hindu in 1892 afterthe Maharaja of Vizianagaram, Ananda Gajapathi Raja, gave the national press a loan both for the building andto carry out needed expansion. Its assertive editorials earned the Hindu the nickname, the new address 100 MountRoad, which to remained. The Hindu Home till 1939, there issued a guard - size paper with a front page full ofadvertisements - a practice that came to an end only in 1958 when it followed the lead by its idol, the pre-ThomsonTimes – and three back paper also at he service of the advertiser. In between, there were more views thannews. After 1887,when the annual session of Indian National Congress was held in Madras, the paper‟s coverage ofnational news increased significantly and led to the paper becoming an evening daily stating April 1, 1889.„The Hindu”, like many other Indian publishing houses is family – run. It was headed by G.Kasturi from 1965 to1991. N. Ravi from 1991 to 2003, and by his brother N. Ram since June 27th 2003. Other family member includingNirmala Lakshman, Malini Parthasarathy, Nalini Krishnan, N.Murali, K.Balaji,K. Venugopal, Ramesh Rangarajanand Publisher S.Rangarajan as direction of The Hindu and its Parent Company, Kasturi and sons.The present era is that of information which is available as right time to the right person. It has been rightly said thatsoon the power center of the world would not be those who have the financial muscle or greater resources but thosewho have power of information breeds knowledge and knowledge power. This saying has strongly maintaining isfoothold over the acquire and shall continue doing so.The HinduThe Hindu India‟s national newspaper since 1878 published by certain and sons limited, Chennai India. The Englishlanguages 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 inIndia. 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 centersincluding the main edition at Chennai where the corporate office is bored.The printing centres Chennai, Coimbatore, Bangalore, Madurai, Hyderabad, New Delhi, Vizag,Thiruvanandapuram, Coachi, Vijayavada, Mangalore and Tiruchrapalli are connected with high-speed data linesfor 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 appearin the print edition. This means all there ports, articles photographs and other graphics have been organized land ourand presented. According to their importance with the appropriate hypography and design elements. You can alsosee 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. Theyare available for viewing at 6.00am Indian Standard Time (1st) every day. Access is free for new but well requiredregistering online.The e-paper has been developed for the Hindu by Nine Stars Information Technology Limited and IBM issuingstage of the act technology and offering high resolution and versatile features.Whole pages articles, photographs and other images can be viewed in ply and SPG format and articles can also beread as text. You can make use of the internet‟s powerful feature search. The e-paper offer you search in severalforms you can look for something specific using the search engine.You can also track stories in your areas of internet by setting your preference for “My News” a news trackingfeature you can clip articles and photos for future reference and can E-mail them to a friend.
DATA ANALYSIS AND INTERPRETATIONANALYSISAnalysis refers to the methodical classification of data gives in the financial statements.INTERPRETATIONThe term „Interpretation‟ means explaining the meaning and significance of the data so arranged. It is the study ofrelationship between various factors.ANALYSIS AND INTERPRETATIONAnalysis and Interpretation are closely related. Interpretation is not possible without analysis and withoutinterpretation analysis has no value. Hence the term analysis is widely used to refer both analysis and interpretation.Reader‟s satisfaction is an important element of marketing function which decides the profitability of any concern.In this chapter an attempt is made to analyze the main factors influencing the purchase decision of the selectedsample respondents in the study area. For the purpose of the analysis, variables are classified into two importantstrata viz., dependent variables and independent variable. The independent variables used in the study are age, sex,educational status, occupation, and income of the respondent, size of the family and awareness of the samplerespondents.The study uses both primary as well as secondary data; primary data was collected through field survey method. Forcollecting the data questionnaire was used as a main tool. The data thus collected were tabulated systematically in anorderly form. Simple statistical too like percentage age, and chi-square test were employed.
QUESTIONAIRREName :Age :Gender :Educational Qualification :--------------------------------------------------------------------------------------------------------1. What‟s your occupation? a)Student b) employee c) business person d)others (specify)2. Do you have the habit of reading newspaper? a) Yes b) No3. Which newspaper do you read? a) The Hindu b) Indian Express c) Deccan Chronicle d) Times of India4. Which supplementary copy of the above selected newspaper do you prefer the most? ............................................. ............................................5. Why do you choose this supplementary? a)Interesting and innovative
b) Informative c) Reliable d) Other (specify)6. In what aspect do you think this supplementary lacks? a) coverage of local area news b) no proper upgradation of news c)Commercial and advertisement coverage is more d)others(specify)7.Do you think it adds value to your knowledge? a)Yes b)No8.Do you think it has relevant information for all age goups? a)strongly agree b)agree c)uncertain d)disagree e)strongly disagree9)What do you think about the quality of information provided in it? a)excellent b)good c)fair d)uncertain10)What is the most important criteria when you choose it?............................................................................
11)Which part in the newspaper is the one you like the most? a)News b)Entertainment c)commercials d)Others(specify)12)Which part do you dislike?..........................................................................................13)Do you think that the information provided in the supplementary paper allows you to linkcloser to your environment and could effect you personally?14)What type of contents do you like to see while reading it?................................................................................15)Any other Suggestion orcomments?_____________________________________________________________________________________________________________________________________________________________________________________________