A study on consumer preference towards The Hindu Newspaper
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A study on consumer preference towards The Hindu Newspaper A study on consumer preference towards The Hindu Newspaper Document Transcript

  • 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 CONSUMERPREFERENCE TOWARDS THE HINDU NEWSPAPER” is the bonafide work ofV.YOGALAKSHMI (Reg.No:412411631057) who carried out the research under mysupervision. Certified further, that to the best of my knowledge the work reported herein doesnot form part of any other project report or dissertation on the basis of which a degree or awardwas 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 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.C.R.Senthilnathan, Assistant Professor, Sri Sai Ram Institute Of Technology, Forguiding me in all works in a kind manner and enabling me to march towards the successfulfinshing of this project. 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. YOGALAKSHMI.V 3
  • II ABSTRACT Newspaper is a publication that appears regularly and frequently. It carries news about awide variety of current events. The newspaper publishes have an overall control by its businessand news operations. The Hindu India‟s national newspaper since 1878 published by certain andsons limited, Chennai India. The English languages daily with a net paid circulation of 1.18million (ABC July Dec 2008 and a consumership of 4.06, million (NRs 2006) is the bestdescribed as classic yet contemporary. Three edition of the newspaper Chennai, Hyderabad andDelhi are available in digital form at this first stage. They are available for viewing at 6.00amIndian 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 understandto existing preference of the customer. It helps to study the consumer preference towards TheHindu Newspaper. And to know the consumer preference towards supplement issued by theHindu. Maximum 71% of the respondents preferring “The Hindu” newspaper belong to malecategory. 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 respondentsprefer 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 bothcommercial and cinema should be taken by the publishers to reduce the advertisement coverageand add more sports news, IT news, job opportunities etc. Newspapers play an important role inour day-to-day life. They have contributed not only for the growth of democracy in a country butalso for development of the economy. Indian newspapers enjoy large circulations. 4
  • III TABLE OF CONTANTSACKNOWLEDGEMENT IABSTRACT IITABLE OF CONTENTS IIILIST OF CHARTS IVCHAPTER 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 5
  • IV LIST OF CHARTSTABLE TITLE PAGE NO. NO. 1 AGE OF THE RESPONDENTS 16 2 GENDER OF THE RESPONDENTS 17 3 OCCUPATIONS 18 4 THE HABIT OF READING NEWSPAPER 19 5 NEWSPAPER TO READ 20 6 READ THE HINDU NEWSPAPER 21 7 THE QUALITY OF INFORMATION OF THE HINDU 22 WHEN COMPARED TO OTHER NEWSPAPERS 8 THE HINDU NEWSPAPER IS THE ONE YOU LIKE THE 23 MOST 9 RELIABLE IS THE INFORMATION OF THE HINDU 24 NEWSPAPER 10 SUPPLEMENTS COPY OF THE HINDU YOU LIKE THE 25 MOST 11 CHOOSE NEWSPAPER RATHER THAN ANY OTHER 26 MEDIA 12 THE HINDU NEWSPAPER LACKS 27 13 THE HINDU NEWSPAPER LACKS IN COVERING 28 LOCAL NEWS OR ANY OTHER INFORMATION THAN ANY OTHER NEWSPAPER 14 THE HINDU HAS RELEVANT INFORMATION FOR ALL 29 AGE GROUPS 15 THE HINDU NEWSPAPER AT FREE OF COST THEN 30 WHAT WILL BE YOUR FREQUENCY OF READING 16 THE HINDU ADDS VALUES TO YOUR KNOWLEDGE 31 6
  • CHAPTER – IINTRODUCTION 7
  • INTRODUCTION TO THE STUDY Media in India, experience newspaper media, are undergoing significant changes in thecurrent liberalized environment. Newspaper is a publication that appears regularly andfrequently. It carries news about a wide variety of current events. The newspaper publisheshave an over all control by its business and news operations “The press is the Guardian Angel of Democracy”. A forceful and prosperous press isthe guarantor of popular rights. . To most people “The press” means the daily newspaper, butalthough re-eminent in influence daily newspapers is only a small part of the press & is usuallyapplied 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 lifeoperates so persistently and extensively in its range of appeal. The scope of this subject of appealand 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 successis vital to this industry as to any other. According to the recorded facts the first newspaper of the world was published in Chinaaround 1000 years ago. It meant “News of the Capital”. The second newspaper of the world wasthe “Acto Divra” which meant, “Daily happening” in Greek. There are the oldest twonewspapers in the pre-recorded history. The first newspaper of the world was the “Morning Post” which was started in London inthe year 1772 followed by this another newspaper “The London Times” started in publications. 8
  • PROFILE OF THE HINDU NEWSPAPERFOUNDER SUBRAMANIAN IYER IN 1878CO-FOUNDER VEERA RAGHAVACHARIARLEGAL ADVISOR KASTURI IYENGAR (LATER PURCHASED IT IN 1905)WEEKLY NEWSPAPER 1878DAILY NEWSPAPER 1889NET PAID CIRCULATION 1 MILLION COPIESCONSUMERSHIP 3 MILLIONSANNUAL TURNOVER 4 BILLIONSONLINE EDITION 1995PRINTING MAIN EDITION CHENNAIPRINTING CENTER COIMBATORE, BANGLORE, MADURAI, HYDREBAD, NEW DELHI, KOCHI, THIRUVANANTHAPURAM, VIJAYAWADA, MANGLORE, TRICHY.Supplements  On Mondays • Metro Plus • Education Plus  On Tuesdays • Young World, an exclusive children‟s supplement • Metro Plus  On Wednesdays • Opportunities • Metro Plus  On Thursdays • Metro Plus • NXg 9
  •  On Fridays • Friday Review • Metro Plus weekend  On Saturdays • Metro Plus • Property Plus  On Sundays • Weekly Magazine covering social issues, art, literature, gardening, travel health, cuisine, hobbies etc. • Literary Review, every first Sunday • Classifieds • Cinema PlusMetro 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 onthis supplement‟s pages. Capturing the pulse of the city and its changing lifestyle, it‟s later forthe 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. Educationplus comes to you every Monday with the promise of that bonus, whether you are a student justentering higher secondary school or a college graduate hoping to get the first break after leavingcampus or simply someone who is keen to keep pace with what is happening ineducation. Education plus will present and analyses trends in education, provide pointers, andabove all, inform.Property plus India‟s property sector is a vibrant and growing area with new initiatives being taken bygovernment the construction industry, architects and developers to transform the landscape. 10
  • Property plus features each week articles, reviews and special columns on the many facts thatmore these dramatic changes.History of the Hindu Newspaper The first issue of the Hindu was published on September 20 1878, by a group of sixyoung men, led by G. Subramanian Ayer, a radical social reformer and school teacherfrom Thiruvaiyyar near Thanjavur. Initially printing 80 copies a week at the Srinidhi Press in Mint Street, Black Town, “TheHindu” was published every Wednesday as on eight page paper. After a month with the SrinidhiPress, the newspaper as for printing shifted to the Scottish press, also in Black Town. Theearliest available issue of the paper is dated June 21, 1881. In1881 the Hindu moved to RagunadaRau‟s The Hindu press of Mylapore, planning to make the paper triweekly appearing every Monday, Wednesday and Friday evening but maintaining the same sizeas before. The paper moved to rented premises at 100 Mount Road on December 3, 1883. Thenewspaper 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 theHindu in 1892 after the Maharaja of Vizianagaram, Ananda Gajapathi Raja, gave the nationalpress 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 toan end only in 1958 when it followed the lead by its idol, the pre-Thomson Times – and threeback papers also at the service of the advertiser. In between, there were more views thannews. It was headed by G.Kasturi from 1965 to 1991. N. Ravi from 1991 to 2003, and by hisbrother N. Ram since June 27th 2003. The present era is that of information which is available asright time to the right person 11
  • The Hindu The Hindu India‟s national newspaper since 1878 published by certain and sons limited,Chennai India. The English languages daily with a net paid circulation of 1.18 million (ABC JulyDec 2008 and a consumership of 4.06, million (NRs 2006) is the best described as classic yetcontemporary. It is known for the high quality of its journalism and excellent presentation. Thenewspaper is printed at 12 cities in India. The Hindu‟s Independent editorial stand and it‟sreliable and balance presentation of the New.The Hindu user modern facilities for news gathering page composition and printing. It is printedin 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 seeeach page as it appear in the print edition. This means all there ports, articles photographs andother graphics have been organized and presented. You can also see the advertisement as theyappear on the page. Three edition of the newspaper Chennai, Hyderabad and Delhi are available in digitalform 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. 12
  • News AgenciesThere 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 operatingthrough the medium of Hindi and other Indian languages. Since May 1982, the United News ofIndia has also launched a new service in Hindi and the credit line of “UNIVARTA”. SimilarlyPress Trust of India has started in1986 a Hindi language news service called Press Trust of IndiaBHASHA.Role of Newspapers to the Consumers The power of the press is felt on consumer‟s activities. The press has rightly been calledthe “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 isto furnish uncolored news, but at the same time; it should furnish news on all fields such asscience, economic, politics etc. The news should not be suppressed due to any reasons. Somesensational newspaper now a day‟s print unimportant and trivial news in the front pages, whileworldwide 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 andear of the world, it has to keep an eye on what happens and reflects views of the people on thosehappenings. The press is a medium not only to give news to the public but also to express thepublic 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 thepress is not only a mirror of what the people thinks, but it is also a source of guidance to thecommon 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 17
  • and services (Anderson and Mittal 2000). Thus, squeezing additional reliability out of a manufacturing or service delivery process may not increase perceived quality and customer satisfaction as much as tailoring goods and services to meet customer needs (Fornell, Johnson, Anderson, Cha, and Everitt 1996). Narasimha Rao P.V.L.National consumership survey (2005) press continues to grow from time to time. Press adds 34 million consumers in the last 2years over the last 3 years the number of consumers of dailies and magazines put together among those aged 15 years and above has grown from 179mn to 200mna growth of 4% every years. Chrystal Szeto and Luis Jimenez (2005), new media offer consumers a wide array of choices to access, disseminate and display all forms of information. Historically, new media complemented rather than eliminated the older media. Is this pattern changing with the more recent introduction of digital media/ what does market research tell us about the preferences of today‟s consumers for electronic vs. paper media. Rebekah (2006) Wade has remarked that the newspaper success would probably depend more on free CD‟s and DVD‟s than on it journalists. Newspapers particularly hope that CD‟s and DVD‟s will appeal to the young who are increasingly getting their news online. Kathleen and Collins, The consumption of paid newspapers in the United States and most other mature print news markets has been in slow but general decline throughout the last four decades. Much of this decline has been precipitated by a variety of (usually) free electronic news and information sources most notably radio, television and now the internet. A recent addition to these sources is free newspapers, some introduced as competitors to paid newspapers, others designed to encourage newspaper reading among current non-readers. The impact of free newspapers on the market for paid print dailies in four major United States markets is analyzed in terms of whether these two sorts of products are competitors or complements. 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 ofanalysis 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 comparingbetween 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 – IIDATA ANALYSIS ANDINTERPRETATION 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 100CHART NO: 1 NO. OF RESPONDENTS 100% 80% 60% NO. OF RESPONDENTS 40% 20% 0% Below 20 20 to 40 40 to 60 Above 60INTERPRETATION  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 FACTORS NO. OF RESPONDENTS PERCENTAGE Male 68 71 Female 28 29 Total 96 100CHART NO: 2 NO. OF RESPONDENTS 28 Male Female 68INTERPRETATION  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 FACTORS NO. OF RESPONDENTS PERCENTAGE Student 36 38 Employee 24 25 Business person 26 27 Others 10 10 Total 96 100CHART NO: 3 NO. OF RESPONDENTS 40 35 30 25 20 15 NO. OF RESPONDENTS 10 5 0 Student Employee Business person OthersINTERPRETATION  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. 26
  • TABLE NO: 4 THE HABIT OF READING NEWSPAPER FACTORS NO. OF RESPONDENTS PERCENTAGE Yes 70 73 No 26 27 Total 96 100CHART NO: 4 NO. OF RESPONDENTS 80 60 40 NO. OF RESPONDENTS 20 0 Yes NoINTERPRETATION  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. 27
  • TABLE NO: 5 NEWS PAPER TO READ FACTORS NO. OF RESPONDENTS PERCENTAGE The Hindu 38 39 The New Indian Express 22 23 Deccan Chronicle 21 22 The Times of India 15 16 Total 96 100CHART NO: 5 15 The Hindu 38 The New Indian Express 21 Deccan Chronicle The Times of India 22INTERPRETATION  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. 28
  • TABLE NO: 6 READ “THE HINDU” NEWSPAPER FACTORS NO. OF RESPONDENTS PERCENTAGE Daily 34 35 Weekend 31 32 Once in 2 weeks 18 19 Rarely 13 14 Total 96 100CHART NO: 6 NO. OF RESPONDENTS 40 35 30 25 20 15 NO. OF RESPONDENTS 10 5 0 Daily Weekend Once in 2 weeks RarelyINTERPRETATION  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. 29
  • TABLE NO: 7 THE QUALITY OF INFORMATION OF “THE HINDU” WHEN COMPARED TO OTHER NEWSPAPERS FACTORS NO. OF RESPONDENTS PERCENTAGE Excellent 28 29 Good 36 38 Can‟t say 19 20 Fair 13 13 Poor - - Total 96 100CHART NO: 7 NO. OF RESPONDENTS 40 30 20 NO. OF RESPONDENTS 10 0 Excellent Good Can’t say Fair PoorINTERPRETATION  It is observed that maximum 38% of the respondents prefer to read “The Hindu” Newspaper is good.  Minimum 13% of the respondents prefer to read “The Hindu” newspaper is fair. 30
  • TABLE NO: 8 “THE HINDU” NEWSPAPER IS THE ONE YOU LIKE THE MOST FACTORS NO. OF RESPONDENTS PERCENTAGE News 26 27 Entertainment 24 25 Sports 39 41 Others 07 07 Total 96 100CHART NO: 8 NO. OF RESPONDENTS 50 40 30 20 NO. OF RESPONDENTS 10 0 Entertainment Sports Others NewsINTERPRETATION  It is observed that maximum 41% of the respondents prefer to read “The Hindu” Newspaper for sports.  Minimum 7% of the respondents prefer to read “The Hindu” Newspaper for other things. 31
  • TABLE NO: 9 RELIABLE IS THE INFORMATION OF “THE HINDU” NEWSPAPER FACTORS NO. OF RESPONDENTS PERCENTAGEExtremely Reliable 39 40Very much Reliable 26 27 Neutral 17 18 Not much 14 15 Not at all - - Total 96 100CHART NO: 9 NO. OF RESPONDENTS 40 30 20 NO. OF RESPONDENTS 10 0 Extremely Very much Neutral Not much Not at all Reliable ReliableINTERPRETATION  It is observed that maximum 40% of the respondents prefer to read “The Hindu” newspaper is an extremely reliable.  Minimum 15% of the respondents prefer to read “The Hindu” newspaper is not much reliable. 32
  • TABLE NO: 10 SUPPLEMENTS COPY OF “THE HINDU”YOU LIKE THE MOST FACTORS NO. OF RESPONDENTS PERCENTAGE Young world 15 16 Magazine. 06 06 Friday review. 11 11 Opportunities. 11 11 Metro Plus 19 20 Classified 04 04 Nxg 06 06 Education Plus 14 15 Property Plus 10 11 Total 96 100CHART NO: 10 NO. OF RESPONDENTS 10 15 Young world 14 Magazine. 6 Friday review. 6 11 Opportunities. 4 Metro Plus 11 19 ClassifiedINTERPRETATION  It is observed that maximum 20% of the respondents prefer to read “The Hindu” newspapers for metro plus.  Minimum 4% of the respondents prefer to read “The Hindu” newspaper for Classified. 33
  • TABLE NO: 11 CHOOSE NEWSPAPER RATHER THAN ANY OTHER MEDIA FACTORS NO. OF RESPONDENTS PERCENTAGE Informative 20 27 Improves language skills 36 36 Reliable 24 26 Other 16 11 Total 96 100CHART NO: 11 NO. OF RESPONDENTS 40 30 20 10 NO. OF RESPONDENTS 0 Informative Improves language Reliable Other skillsINTERPRETATION  It is inferred that maximum 36% of the respondents prefer to read “The Hindu” newspapers for an improves language skills.  Minimum 11% of the respondents prefer to read “The Hindu” newspaper for an other things. 34
  • TABLE NO: 12 “THE HINDU” NEWSPAPER LACKS FACTORS NO. OF RESPONDENTS PERCENTAGE Coverage of local area news 34 35No proper up gradation of news 22 23Commercial and advertisement 24 25 coverage is more Others (specify) 16 17 Total 96 100CHART NO: 12 NO. OF RESPONDENTS 100% 80% 60% 40% 20% 0% NO. OF RESPONDENTSINTERPRETATION  It is observed that maximum 35% of the respondents prefer to read “The Hindu” newspapers for Coverage of local area news.  Minimum 17% of the respondents prefer to read “The Hindu” newspapers for other reasons. 35
  • TABLE NO: 13 “THE HINDU” NEWSPAPER LACKS IN COVERING LOCAL NEWS OR ANY OTHER INFORMATION THAN ANY OTHER NEWSPAPER FACTORS NO. OF RESPONDENTS PERCENTAGE 0-20% 06 6 21%-40% 12 13 41%-60% 26 27 61%-80% 24 25 81%-100% 28 29 Total 96 100CHART: 13 NO. OF RESPONDENTS 40 20 0 NO. OF RESPONDENTS NO. OF RESPONDENTSINTERPRETATION  It is observed that maximum 29% of the respondents 81-100% prefer to read “The Hindu” newspaper.  Minimum 6% of the respondents 0-20% prefers to read “The Hindu” newspaper. 36
  • TABLE NO: 14 “THE HINDU” HAS RELEVANT INFORMATION FOR ALL AGE GROUPS FACTORS NO. OF RESPONDENTS PERCENTAGE Strongly agree 32 33 Agree 28 29 Uncertain 26 27 Disagree 10 11 Strongly disagree - - Total 96 100CHART NO: 14 NO. OF RESPONDENTS 35 30 25 20 15 10 NO. OF RESPONDENTS 5 0 Strongly agree Agree Uncertain Disagree Strongly disagreeINTERPRETATION  It is observed that maximum 33% of the respondents prefer strongly agree to read “The Hindu” newspaper.  Minimum 11% of the respondents prefer disagree to read “The Hindu” newspaper. 37
  • TABLE NO: 15 “THE HINDU NEWSPAPER AT FREE OF COST THEN WHAT WILL BE YOUR FREQUENCY OF READING FACTORS NO. OF RESPONDENTS PERCENTAGE All the time 52 53 Very often 44 45 Often 2 2 Sometimes - - Total 96 100CHART NO: 15 0 NO. OF RESPONDENTS 2 All the time Very often 44 Often 52 SometimesINTERPRETATION  It is observed that maximum 53% of the respondents prefer all the time to read “The Hindu” newspaper.  Minimum 2% of the respondents prefer often to read “The Hindu” newspaper. 38
  • TABLE NO: 16 “THE HINDU ADDSVALUE TO YOUR KNOWLEDGE FACTORS NO. OF RESPONDENTS PERCENTAGE Bad - - Fair - - Moderate 11 12 Good 36 37 Excellent 49 51 Total 96 100CHART NO: 16 NO. OF RESPONDENTS 100% 50% NO. OF RESPONDENTS 0% Bad Fair Moderate Good ExcellentINTERPRETATION  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. 39
  • CHAPTER-IIIFINDINGS AND SUGGESTIONS 40
  • FINDINGS  Maximum of the respondents are in the age group 20 to 40 years 38% who read “The Hindu” news paper regularly.  Maximum 71% of the respondents preferring “The Hindu” newspaper belong to male category.  Maximum 38% of student category prefers to read “The Hindu” Newspapers.  Maximum 73% of the respondents prefer yes to read “The Hindu” Newspapers.  Maximum 39% of the respondents prefer to read “The Hindu” Newspapers.  Maximum 35% of the respondents prefer to read daily “The Hindu” Newspaper.  Maximum 38% of the respondents prefer to read “The Hindu” Newspaper is good.  Maximum 41% of the respondents prefer to read “The Hindu” Newspaper for sports.  Maximum 40% of the respondents prefer to read “The Hindu” newspaper is an extremely reliable.  Maximum 20% of the respondents prefer to read “The Hindu” newspapers for metro plus.  Maximum 36% of the respondents prefer to read “The Hindu” newspapers for an improves language skills.  Maximum 35% of the respondents prefer to read “The Hindu” newspapers for Coverage of local area news.  Maximum 29% of the respondents 81-100% prefer to read “The Hindu” newspaper.  Maximum 33% of the respondents prefer strongly agree to read “The Hindu” newspaper.  Maximum 53% of the respondents prefer all the time to read “The Hindu” newspaper.  Maximum 51% of the respondents prefer excellent to read “The Hindu” newspaper. 41
  • SUGGESTIONS The following are the suggestion offered to increase the satisfaction level of The Hindu newspaper 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 42
  • CONCLUSION Newspapers play an important role in our day-to-day life. They have contributed not onlyfor the growth of democracy in a country but also for development of the economy. Indiannewspapers enjoy large circulations. It is an influential organ shouldering great responsibilitiesand should furnish uncolored news without suppressing the facts and also care should be taken tosatisfy the needs of consumers. 43
  • REFERENCES 44
  • REFERENCESa) 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
  • APPENDIX 46
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