A

STUDY
ON
CONSUMER PREFERENCE TOWARDS
THE HINDU
NEWSPAPER

ABSTRACT

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

TABLE OF CONTANTS
ACKNOWLEDGEMENT

ABSTRACT

II

TABLE OF CONTENTS

III

LIST OF CHARTS

IV

TITLE

PAGE NO.

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

CHAPTER 2: INDUSTRY AND COMPANY PROFILE

2.1 Industry Profile
2.2 Company Profile

CHAPTER 3: REVIEW OF LITERATURE

CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
CHAPTER 5: FINDINGS AND SUGGESTIONS
5.1 Findings
5.2 Suggestions

CONCLUSION
REFERENCES

LIST OF CHARTS
TABLE NO.

TITLE

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

PAGE NO.

Gender Of The Respondents

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

CHAPTER I
INTRODUCTION

1.1 INTRODUCTION TO THE STUDY

Media in India, experience newspaper media, are undergoing significant

changes in the current liberalized environment. Newspaper is a publication that
appears regularly and frequently. It carries news about a wide variety of current
events. The newspaper publishes have an overall control by its business and news
operations

The press is the Guardian Angel of Democracy. A forceful and

prosperous press is the guarantor of popular rights. . To most people The press
means the daily newspaper, but although re-eminent in influence daily newspapers is
only a small part of the press & is usually applied to the publications devoted mainly
for recording current events and the term periodicals to magazines, reviews to
journals.

In reality the press is a private industry and a public service. No other force in
public life operates so persistently and extensively in its range of appeal. The scope
of this subject of appeal and matter as so does the press. Newspapers have a unique
dimension of social responsibility, which means the newspaper industry is different
from every other industry. But business success is vital to this industry as to any other.

According to the recorded facts the first newspaper of the world was published
in China around 1000 years ago. It meant News of the Capital. The second
newspaper of the world was the Acto Divra which meant, Daily happening in
Greek. There are the oldest two newspapers in the pre-recorded history.
The first newspaper of the world was the Morning Post which was started in
London in the year 1772 followed by this another newspaper The London Times
started in publications.

1.2 NEED FOR STUDY

 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 consumers loyalty.

To understand the existing preference of the customers. It is imperative to

investigate and suggest ways and means to improve the customer satisfaction.

1.3 OBJECTIVES OF THE STUDY

Primary
To study the consumer preference towards The Hindu Newspaper.

Secondary
To know the consumer preference towards supplement issued by the
Hindu.

1.4 SCOPE OF THE STUDY

In the highly competitive media market. The outcome of the study will help
the organization to understand the customer preference and to serve them in a
better way.
The research focuses on the several features of the Hindu and in awareness,
suggestion in the market, which may help the company in further development
of the newspaper.

1.5 RESEARCH METHODOLOGY

 Research Design
o Research Design is descriptive as well as analytical.

Primary data collection

o Primary data was collected with the help of a structured questionnaire. The
questionnaires were administered to the selected 60 respondents.

Technique of data collection

o The questionnaire has been designed and used to collect the needed
primary data. Both open ended and close ended questions were used.

Area of the study

o The study on consumer preference towards has been limited to consumers
located in HYDERABAD only.

Period of the study

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

Sources of Data
o The validity of any research is based on the data collected for the study.
The present research is based on both primary as well as secondary data.
The primary data is collected from the selected sample respondents in the
study area. Simple random sampling method was used in selecting the
respondents.

Sample Size
o The sample size selected for the study is 60 respondents. The respondents
are selected by simple random sampling method.

Sampling Techniques
o Data on the various aspects directly and indirectly related to the
investigation were gathered through questionnaires to the respondents. The
questions are necessary to ensure the reliability of the information. The
questions were simple to understand so that information can be collected
8

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

Tools for analysis:

In order to analyze the consumer preference of respondents, the following
tables of analysis were used to obtain the various objectives of the study.

Percentage analysis
Percentage refers to a special kind of ratio percentages are used in making
comparing between preferences, awareness and satisfaction with various other factors.

Observed data
Percentage =

-------------------------- x 100
Sample size

1.6 LIMITATION OF THE STUDY

The sample size is only 60.
The period of study is limited to a month
Under the study only literate people included.
The result of analysis made in the study depends fully on the accuracy;
reliability of informations given by respondents.

CHAPTER II
INDUSTRY AND COMPANY PROFILE

2.1 INDUSTRY PROFILE

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

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

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

Mr Wilkinson, the Executive Director of the Dallas, Texas-based International

Newspaper Marketing Association (INMA) commented on Indian Print media that the
underlying trends developing elsewhere in the world are there in India as well,
whether it is consuming news via a mobile phone or computer-based Internet, but its
potential is hidden by the population and advertising growth that everyone is seeing.
The short term you cant see the trends, there is going to be more advertising, more
readers, more titles than today but what you have to see, though, is that the storm is
coming and that storm is the Internet and the digital migration, reports The Hindu
Business Line (2014).

Expansion of the Media Industry in India

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

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

Features of Indian Media Market

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

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

3. Cross Media Ownership:

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

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

14

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

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

2.2 COMPANY PROFILE

PROFILE OF THE HINDU NEWSPAPER

16

FOUNDER
CO-FOUNDER
LEGAL ADVISOR

SUBRAMANIAN IYER IN 1878

VEERA RAGHAVACHARIAR
KASTURI IYENGAR (LATER PURCHASED

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

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

Supplements
On Mondays

Metro Plus

Education Plus

On Tuesdays

Young World, an exclusive childrens (SPECIAL ISSUE)

Metro Plus

On Wednesdays

Opportunities

Metro Plus

On Thursdays

Metro Plus

NXg

On Fridays

Friday Review

Metro Plus weekend

On Saturdays

Metro Plus

Property Plus
17

 On Sundays

Weekly Magazine covering social issues, art, literature, gardening, travel

health, cuisine, hobbies etc.

Literary Review, every first Sunday

Classifieds

Cinema Plus

Metro Plus
Metro plus throws the spotlight on what happening in the city, events Music
Heritage, Life style, people, fashion, Dining out and sport are the broad categories
finding expression on this supplements pages. Capturing the pulse of the city and its
changing lifestyle, its 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
Indias property sector is a vibrant and growing area with new initiatives being
taken by government the construction industry, architects and developers to transform
the landscape. Property plus features each week articles, reviews and special columns
on the many facts that more these dramatic changes.

History of the Hindu Newspaper

18

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 Raus The Hindu press of Mylapore,
planning to make the paper tri weekly appearing every Monday, Wednesday and
Friday evening but maintaining the same size as before. The paper moved to rented
premises at 100 Mount Road on December 3, 1883. The newspaper started printing at
its own press there, Christened The National Press established on borrowed capital
as public subscriptions were not forth coming. The building itself became the Hindu
in 1892 after the Maharaja of Vizianagaram, Ananda Gajapathi Raja, gave the national
press a loan both for the building and to carry out needed expansion. The Hindu
Home till 1939, there issued a guard - size paper with a front page full of
advertisements - a practice that came to an end only in 1958 when it followed the lead
by its idol, the pre-Thomson Times and three back papers also at the service of the
advertiser. In between, there were more views than news. It was headed by G.Kasturi
from 1965 to 1991. N. Ravi from 1991 to 2003, and by his brother N. Ram since June
27th 2003. The present era is that of information which is available as right time to the
right person

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

The Hindu

19

The Hindu Indias national newspaper since 1878 published by certain and
sons limited, Chennai India. The English languages daily with a net paid circulation
of 1.18 million (ABC July Dec 2008 and a consumer ship of 4.06, million (NRs 2006)
is the best described as classic yet contemporary.

It is known for the high quality of its journalism and excellent presentation.
The newspaper is printed at 12 cities in India. The Hindus Independent editorial stand
and its reliable and balance presentation of the New.
The Hindu user modern facilities for news gathering page composition and printing. It
is printed in twelve centers including the main edition at Chennai where the corporate
office is bored.
The printing centres Chennai, Coimbatore, Bangalore, Madurai, Hyderabad, New
Delhi, Vizag, Thiruvanandapuram, Kochi, Vijayavada, Mangalore and Tiruchrapalli
are connected with high-speed data lines for new transmission across the country.
The digital edition of the Hindu e-paper offers itself nothing less delivery online. You
can see each page as it appear in the print edition. This means all there ports, articles
photographs and other graphics have been organized and presented. You can also see
the advertisement as they appear on the page.
Three edition of the newspaper Chennai, Hyderabad and Delhi are available in
digital form at this first stage. They are available for viewing at 6.00am Indian
Standard Time (1st) every day. Access is free for new but well required registering
online.

News Agencies
There are 4 main news agencies in India.

Press Trust of India (PTI)

United News of India (UNI)

Sam char Bharathi (SB)

Hindustan Sam char (HS)

20

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 consumers 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
days print unimportant and trivial news in the front pages, while worldwide
important news are not given place in the first page. Another great responsibility of
the press is to represent public opinion without fear or favors. As the press is called
the eyes and ear of the world, it has to keep an eye on what happens and reflects
views of the people on those happenings. The press is a medium not only to give news
to the public but also to express the public opinion.

The letters of the consumers published under Letters to the Editors, Yours
Views etc. Initiate debates on controversial issues. It will help definitely to bring out
the best of it. Thus the press is not only a mirror of what the people thinks, but it is
also a source of guidance to the common people.

ORGANIZATION STRUCTURE

21

22

23

CHAPTER III
REVIEW OF LITERATURE

24

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 organizations
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 firms future profitability depends on satisfying customers in the present
retained customers should be viewed as revenue producing assets for the firm
(Anderson and Sullivan 1993; Reichheld 1996; Anderson and Mittal 2000).
Empirical studies have found evidence that 6 improved customer satisfaction
need not entail higher costs, in fact, improved customer satisfaction may lower
costs due to a reduction in defective goods, product re-work, etc. (Fornell
1992; Anderson, Fornell, and Rust 1997). However, the key to building longterm customer satisfaction and retention and reaping the benefits these efforts
can offer is to focus on the development of high quality products and services.
Customer satisfaction and retention that are bought through price promotions,
rebates, switching barriers, and other such means are unlikely to have the same
long-run impact on profitability as when such attitudes and behaviors are won
through superior products and services (Anderson and Mittal 2000). Thus,
squeezing additional reliability out of a manufacturing or service delivery
process may not increase perceived quality and customer satisfaction as much
25

as tailoring goods and services to meet customer needs (Fornell, Johnson,

Anderson, Cha, and Everitt 1996).
Narasimha Rao P.V.L.National consumership survey (2005) press continues
to grow from time to time. Press adds 34 million consumers in the last 2years
over the last 3 years the number of consumers of dailies and magazines put
together among those aged 15 years and above has grown from 179mn to
200mna growth of 4% every years.
Chrystal Szeto and Luis Jimenez (2005), new media offer consumers a wide
array of choices to access, disseminate and display all forms of information.
Historically, new media complemented rather than eliminated the older media.
Is this pattern changing with the more recent introduction of digital media/
what does market research tell us about the preferences of todays consumers
for electronic vs. paper media.
Rebekah (2006) Wade has remarked that the newspaper success would
probably depend more on free CDs and DVDs than on it journalists.
Newspapers particularly hope that CDs and DVDs 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.

26

CHAPTER IV
DATA ANALYSIS AND INTERPRETATION

TABLE NO: 1

GENDER OF THE RESPONDENTS

27

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Male

35

58%

Female

25

42%

Total

60

100%

CHART NO: 1

Sales

Female; 42%
Male; 58%

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

Minimum 42% of the respondents preferring The Hindu newspaper belong

to female category.

28

TABLE NO: 2

AGE OF THE RESPONDENTS

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

15 to 25 Years

12

20%

25 to35 Years

15%

35 to45 Years

10%

45 to 55 Years

10

17%

55 to above

23

38%

60

100%

Total

CHART NO: 2

NO. OF RESPONDENTS
NO. OF RESPONDENTS

38%
20%

15%

10%

17%

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

55 to above

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

TABLE NO: 3

OCCUPATIONS

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Student

13

22%

Employee

11

18%

Business person

15%

Home maker

7%

Retired employee

18

30%

Others

8%

Total

60

100%

CHART NO: 3

Series 1
Series 1

22%

18%

30%
15%

7%

8%

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

30

TABLE NO: 4

THE HABIT OF READING NEWSPAPER

FACTORS

NO. OF RESPONDENTS

PERCENTAG
E

Yes

45

75%

No

15

25%

Total

60

100%

CHART NO: 4

NO. OF RESPONDENTS
NO. OF RESPONDENTS

75%

25%

Yes

No

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

31

TABLE NO: 5

NEWS PAPER TO READ

FACTORS

NO. OF RESPONDENT
S

PERCENTAG
E

The Hindu

18

30%

The New Indian

Express

7%

Deccan Chronicle

16

27%

The Times of India

14

23%

other

13%

Total

60

100%

CHART NO: 5

Sales
other; 13%
TheHindu; 30%

The Times of India; 23%

The New Indian Express; 7%

Deccan Chronicle; 27%

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

Express newspapers.
32

TABLE NO: 6

YEARS OF READING CURRENT NEWSPAPER

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Below 1year

20

33%

1-2 years

18

30%

2-3 year

10

17%

Above 3 years

12

20%

Total

60

100%

CHART NO: 6

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

20%
17%

Below 1year

1-2 years

2-3 year

Above 3 years

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

33

TABLE NO: 7

THE HINDU NEWSPAPER IS THE ONE YOU

LIKE THE MOST

FACTORS
News
Entertainment
Sports
Cultural
Science
Commercials

Education
/Advertisements
Business / shares
Book review
Editorials
Others

Total

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

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

100%

CHART NO: 7

NO. OF RESPONDENTS
NO. OF RESPONDENTS

20%

18%
13%

7%

10%

8%
5%

5%

5%

5%

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

34

3%

 Minimum 3% of the respondents prefer to read The Hindu Newspaper for

other things.

TABLE NO: 8

THE PREFERENCE OF NEWS THE HINDU

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

Total

NO. OF RESPONDE
21
20
8
11
60

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

CHART NO: 8

NO. OF RESPONDENTS
NO. OF RESPONDENTS

35%

33%

13%

18%
0%

Newspapers (Printed)

Radio

Other

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

35

TABLE NO: 9

READING NEWS PAPER ADD VALUE TO

YOUR KNOWLEDGE

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Yes

52

87%

NO

13%

Total

60

100%

CHART NO: 9

NO. OF RESPONDENTS
NO. OF RESPONDENTS

87%

13%
Yes

NO

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

Minimum 163% of the respondents NO

36

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

THE MOST?
FACTORS

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

News
Entertainment
Sports
Cultural
Science
Commercials

Education
/Advertisements
Business / shares
Book review
Editorials
Others

Total

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

100%

CHART NO: 10

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

10%

8%
5%

5%

5%

5%

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

37

3%

 Minimum 3% of the respondents prefer to read The HinduE- Newspaper for

other things.

TABLE NO: 11 QUALITIES AND SERVICEs OF THE HINDU

NO. OF
RESPOND
ENTS
Strongly
agree

NO. OF
RESPOND
ENTS
Agree

NO. OF
RESPONDE
NTS Neutral

NO. OF
RESPONDE
NTS
Disagree

NO. OF
RESPONDE
NTS
Strongly
disagree

36

16

Quality of
visual

50

Quality of
language

50

10

40

15

30

10

10

50

10

30

20

10

30

10

10

News

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

45
45

10
10

38

CHART NO: 11

NO.OF
RESPONDENTS
NO.OFRESPONDENTS Strongly agree

NO.OFRESPONDENTS Agree

NO.OFRESPONDENTS Neutral

NO.OFRESPONDENTS Disagree

NO.OFRESPONDENTS Strongly disagree

83%

83%

83%
75%

75%

67%

60%

50%

0%
0%

50%

33%

27%
13%

50%

25%
17%

10%
7%

8%

0%
0%

0%
0%
0%

17%
17%
17%
8%
5%

0%
0%

17%

0%
0%
0%

0%
0%

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

17%
8%
0%
0%

INTERPRETATION

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

news of The Hindu.

Minimum 0% of the respondents disagrees and strongly disagrees

with news of The Hindu.

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

Quality of visual

of The Hindu.

39

Minimum 0% of the respondents disagrees and strongly disagrees

with Quality of visual

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

Quality of language

of The Hindu.

of The Hindu.

Minimum 0% of the respondents disagrees and strongly disagrees

with Quality of language of The Hindu.

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

pagination

of The Hindu.

Minimum 0% of the respondents disagrees and strongly disagrees

with pagination

of The Hindu.

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

Hindu.

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

Hindu.

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

The Hindu.

Minimum 0% of the respondents disagrees and strongly disagrees

with Distribution of The Hindu.

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

Hindu.

Minimum 0% of the respondents disagrees and strongly disagrees

with E-paper of The Hindu.

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

benefits

of The Hindu.

Minimum8% of the respondents disagrees and strongly disagrees

with Special benefits

of The Hindu.

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

information of The Hindu.

40

Minimum0% of the respondents disagrees and strongly disagrees

with relevant information of The Hindu.

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

information of The Hindu.

Minimum0% of the respondents disagrees and strongly disagrees

with Quality of information of The Hindu.

CHAPTER-V
FINDINGS AND SUGGESTIONS

41

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

of The Hindu.
42

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

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

of The Hindu.

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

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

5.2 SUGGESTIONS
The following are the suggestion offered to increase the satisfaction level of The
Hindu news paper based on the readers opinion and analysis of the data.

Most of the consumers expressed dissatisfaction over the number of

advertisement both commercial and cinema should be taken by the publishers
to reduce the advertisement coverage and add more sports news, IT news, job
opportunities etc.
As regards availability of newspapers the highest number of respondents is
satisfied, but a few respondents in rural areas dissatisfied because of nonavailability of English newspapers like the Hindu and the times of India.
Hence newspapers should reach rural areas also.

43

 A few respondents are dissatisfied about reliability of news. So reporters must

verify the news before they are published

CONCLUSION
Newspapers play an important role in our day-to-day life. They have
contributed not only for the growth of democracy in a country but also for
development of the economy. Indian newspapers enjoy large circulations. It is an
influential organ shouldering great responsibilities and should furnish uncolored news
without suppressing the facts and also care should be taken to satisfy the needs of
consumers.

44

REFERENCES
a) Books
Encyclopedia, The world book, volume 14
Encyclopedia, Britannica, Napoleon Ozonolysis, volume 16
Gupta, s.p., Statistical methods, s.chand & sons, New Delhi
Kothari, C.R, Research methodology, methods and Techniques
Pillai & Bhagavathi R. S.N. Modern marketing New Delhi, RamNager,
S.Chand & company Ltd, 2001.

b) Websites
WWW. Presscounsil.nic.in
WWW. Worldpressinstitute.org
WWW. Google.com.

45

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

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

4. Whats your Occupation?

1) Student
2) Employee
3)
4)
5)
6)

Business
Home maker
Retired employee
Others if any(specify)

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

1) Yes

2) No

6. Which newspaper do you read?

1)
2)
3)
4)
5)

The Hindu
Indian Express
Deccan Chronicle
Times of India
Other
46

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

_______________________________

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

most?

1) News
2)
3)
4)
5)

Entertainment
Sports
Cultural
Science

6) Commercials /Advertisements

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

Preference of news?

Rank

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

Internet/Online
Radio
TVs
Other (Please specify)

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

47

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

News (politics)

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

aspects of the news paper.

5 Strongly agree,

4Agree

3 Neutral

2Disagree

1Strongly

disagree
5

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

48