a study on consumers

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A STUDY ON CONSUMERS PREFERENCE TOWARDS

THE HINDU NEWSPAPERPROJECT REPORTProject report submitted to the Bharathiar UniversityIn partial fulfillment of the requirements for the award of the degree of

BACHELOR OF BUSINESS MANAGEMENT WITH COMPUTER

APPLICATION

Submitted byL. ASWIN (Reg. No: 0725G0255)Under the Guidance and Supervision of

Mr.G.VENUGOPAL, M.A., M.Phil., MBA.,

DEPARTMENT OF MANAGEMENT STUDIES

KONGU ARTS AND SCIENCE COLLEGE(Affiliated to Bharathiar University,Coimbatore)

Nanjanapuram, Erode638107.

2007-2010

CertificateCERTIFICATEThis is to certify that the Project report entitled A STUDY ONCONSUMERS PREFERENCE TOWARDS THE HINDU NEWSPAPER is abonafide record of the work done by L. ASWIN (Reg. No: 0725G0255), andsubmitted in partial fulfillment of the requirements for the award of degree ofBachelor of Business Management with computer application, Bharathiar

University, Coimbatore.Head of the Department Faculty GuidePRINCIPAL

Internal Examiner External Examiner

Seal Viva Voce examination held on ______________

DeclarationDECLARATIONI , hereby declare that the dissertation, entitled A STUDY ONCONSUMERS PREFERENCE TOWARDS THE HINDU NEWSPAPER

submitted to the BHARATHIAR UNIVERSITY in partial fulfillment of therequirements for the award of the Degree ofBACHELOR OF BUSINESSMANAGEMENT WITH COMPUTER APPLICATION is a record of originalresearch work done by us during the period of 2007-2010 under the supervisionand guidance ofMr. G.VENUGOPAL, M.A., M.Phil., MBA., Lecturer inDepartment of Business Management Studies, Kongu Arts and Science College,Nanjanapuram, Erode.

Place : SIGNATURE OF THE CANDIDATE


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Date :

AcknowledgementACKNOWLEDGEMENTI take this opportunity to acknowledge with great pleasure, deepsatisfaction and gratitude. The investigator places on record, her sincere thanksto Thiru. E.R.KARTHIKEYA, M.A., Correspondent, Kongu Arts and sciencecollege, erode for providing the opportunity to conduct the study.The investigator is highly indebted to Dr. N. RAJAGOPAL, M.S.c.,M.Phil., Ph.D., PGDCA, D.A., Principal, Kongu Arts and science college, Erodefor his blessings and encouraging words to complete the study.I sincerely thankMr. M VISWANATHAN, M.B.A., M.Phil. PGDCA,Head of Management Department, Kongu Arts and Science College, Erode forhis motivation and encouragement to complete this project successfully.My whole hearted and profound thanks to Mr. G.VENUGOPAL, M.A.,

M.Phil., MBA., Department of Business Management Studies, for his valuablesupport, worthy guidance, encouragement, kind co-operation and timely help tocomplete this research in time.L. ASWIN

ContentsCONTENTSChapter No. Particulars Page No.

List of Tables

List of ChartsI INTRODUCTION AND DESIGN OF THE STUDY 11.1 Introduction to the Study 11.2 Statement of the Problem 61.3 Objectives of the Study 71.4 Limitations of the Study 81.5 Research Methodology 91.6 Hypothesis 131.7 Limitation of the Study 14II REVIEW OF LITERATURE 15III PROFILE OF THE HINDU 16

IV DATA ANALYSIS AND INTERPRETATION 22V FINDINGS, SUGGESTIONS AND CONCLUSION 665.1 Findings 665.2 Suggestions 685.3 Conclusion 69Bibliography 70Annexure 71


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List of TablesLIST OF TABLESTABLE

NO. PARTICULARS PAGE

NO.

4.1 AGE OF THE RESPONDENTS 234.2 GENDER OF THE RESPONDENTS 254.3 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS 274.4 OCCUPATION OF THE RESPONDENTS 294.5 NEWSPAPER TO READ 314.6 QUALITY OF INFORMATION OF THE HINDU NEWSPAPER 334.7 AN EXPERT ASK TO PURCHASE 354.8 NO. OF RESPONDENTS OF READING 374.9 RELIABLE INFORMATION 394.10 SUPPLYMENTRY COPY OF THE HINDU 414.11 RELEVENT INFORMATION 434.12 RELEVENT OPTION 454.13 PROBLEM FACED TO USE THE HINDU NEWSPAPER 474.14 LACKING IN COVERING LOCAL AREA NEWS 494.15 VALUE TO ADD IN OUR LIFE 514.16 GIVING MORE KNOWLEDGE 534.17 EFFECTIVE INFORMATION 55

List of ChartsLIST OF CHARTSCHARTNO. PARTICULARS PAGE

NO.

4.1 AGE OF THE RESPONDENTS 244.2 GENDER OF THE RESPONDENTS 264.3 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS 284.4 OCCUPATION OF THE RESPONDENTS 304.5 NEWSPAPER TO READ 324.6 QUALITY OF INFORMATION OF THE HINDU NEWSPAPER 34

4.7 AN EXPERT ASK TO PURCHASE 364.8 NO. OF RESPONDENTS OF READING 384.9 RELIABLE INFORMATION 404.10 SUPPLYMENTRY COPY OF THE HINDU 424.11 RELEVENT INFORMATION 444.12 RELEVENT OPTION 464.13 PROBLEM FACED TO USE THE HINDU NEWSPAPER 484.14 LACKING IN COVERING LOCAL AREA NEWS 50


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4.15 VALUE TO ADD IN OUR LIFE 524.16 GIVING MORE KNOWLEDGE 544.17 EFFECTIVE INFORMATION 56

Chapter

I

Introduction andDesign of the StudyCHAPTER-I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION TO THE STUDYThe newspaper is defined as Any printed periodical work, containingpublic news or comments on public events Press and Registration Book Act1987.Media in India, experience newspaper media, are undergoing significantchanges in the current liberalized environment. Newspaper a publication thatappears regularly and frequently carries news about a wide variety of currentevents. The newspaper publishes have a over all control by its business andnews operations.The press is the Guardian Angel of Democracy. A forceful andprosperous press is the guarantor of popular rights. The press flight by itselfalone, but not for itself by alone. To most people The press means the dailynewspaper, but although re-eminent in influence and importance, dailynewspapers are only a small part of the press the farm newspaper is usuallyapplied to the publications devoted mainly for recording current events and theterm periodicals to magazines, reviews to journals.In reality the press is a private industry and a public service. No otherforce in public life operates so persistently and so extensively in its range ofappeal. The scope of this subject of appeal and matter as so does the press.Newspapers have a unique dimension of social responsibility, which means thenewspaper industry different from every other industry. But business success isas vital to this industry as to any other.According to the recorded facts the first newspaper of the world waspublished in China around 1000 years ago. It meant News of the Capital. Thesecond newspaper of the world was the Acto Divra which meant, Dailyhappening in Greek. There are the oldest two newspapers in the pre-recordedhistory.The first newspaper of the world was the Morning Post which wasstarted in London in the year 1772 followed by this another newspaper TheLondon Times started in publications.


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The Origin of the Indian Newspaper

The first newspaper in Indian appeared on 29th January 1780, which JamesAugustris Hicky started the Bengal Gazette or Calcutta General AdvertisesThis 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 Rule and Administration for his criticismsHicky was fined a large amount and later on imprisoned. Simultaneously anumber of Journals emerged under the sponsorship of company officials fordefending themselves against the criticism made by Hicky and his followers.The second one came up in November 1780. The third one up in February1784. The Calcutta Gazette this was followed 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 andperiodicals published in 20 different languages with a combined circulation ofmore than 55 million. The number of the major newspaper, magazines with

membership in Indian Newspaper Society (INS) is given 53.4%. It has acombined circulation of 34 millions out of these there and 150 English withcirculation of 7 millions and there are 38 in Indian languages with a circulation of27 million.News Agencies

There are 4 main news agencies in India.1. Press Trust of India (PTI)2. United News of India (UNI)3. Sam char Bharathi (SB)4. Hindustan Sam char (HS)While the Press Trust of India is supplying news in English, the other twoare operating through the medium of Hindi and other Indian languages. SinceMay 1982, the United News of India has also launched a new service in Hindiand 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 our activities. It controls the rise and faceof ceings, cabinets and presidents. Once an editor said I care not who governsthe country so long as I can govern the press . The press has rightly been calledthe Fourth Estate. Such an influential organ has to shoulder greatresponsibilities the power, unless used with great care will cause server damage.The first and foremost duty of the press is to furnish uncolored news, butat the same time, it should furnish news on all fields such as science, economic,politics etc. The news should not suppressed undue emphasis be laid. Somesensational newspaper now a days print unimportant and trivial news in thefront pages, while world wide important news are not given place in the firstpage.Another great responsibility of the press is to represent public opinionwithout fear or favors. As the press is called the eyes and ear of the world, it hasto keep an eye on what happens and reflects views of the people on those


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happenings. The press is a medium not only to give news to the public but alsoto express the public opinion.The letters of the consumers published under Letters to the EditorsYours Views etc. Initiate debates on controversial issues. It will help definitelyto bring out the best of it. Thus the press is not only a mirror of what the people

thinks, but it is also a school of Instruction, a source of guidance to the commonpeople.CONSUMERS VALUE

Consumers delivered value is the difference between total consumersvalue and total consumers cost. Total consumers value is the bundle of benefitsconsumers expect to incur in evaluating, obtaining, using and disposing of theproduct or service.CONSUMERS STATISFACTION

Satisfaction is a persons feelings of Pleasure of disappointment resultingfrom comparing products perceived performance (or outcome) in relation to hisor her expectations.

At this definition makes clear, satisfaction is a function of perceivedperformance and expectations. If the performance falls short of expectations, theconsumers is dissatisfied. If the performance matches the expectations, theconsumers are satisfied. If the performance exceeds expectations, the consumersis highly satisfied or delighted.Many companies are aiming for high satisfaction because consumers whoare 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 ordelight creates an emotional bond with the brand, not just, a rational preference.The result is high consumers loyalty.From past buying experience, friends and associates advice, andmarketers and competitors information and promises.The key to generating high consumers loyalty is to deliver highconsumers value According to Michael Lanning, in hi delivering profitablevalue; a company must develop a competitively superior value proposition and asuperior value delivery system.A companys value proposition is much more than its positioning on asingle attribute; it is a statement about the resulting experience consumers willhave from the offering and their relationship with the supplier.The brand must represent a promise about the total resulting experiencethat consumers can expect. Whether the promise is kept depends upon thecompanys ability to mange its value - delivery system includes all thecommunications and channel experiences the consumers will have on the wayto obtaining the offering.1.2 STATEMENT OF THE PROBLEM

Knowledge is power In todays world there is an increasing demand ofknowledge, especially after the economy has opened up the world is becomingone small village newspaper is one effective media which producers relevantinformation.Newspaper now a days has become one of the most important sources


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of information for reduce to know things in depth no doubt other mediavehicles live television, radio and other sources provided information but theycrack inner course of action that is really wanted by the reduce.The print media becoming very competitive throughout the country. Thereduce by and large are modernizing their preference and there are various

newspapers are circulated everyday. The need of the study areas to know thepreference towards The Hindu Newspaper will also help to know the attributeswhich made the reduce to preference of Hindu.1.3 OBJECTIVES OF THE STUDY

1. To study the consumer preference towards The Hindu Newspaper.2. To know the consumer preference towards supplement issued bythe Hindu.3. To study the preference of the reader with the present distributionsystem of newspaper with special reference to agent newspapervendors.4. To offer suitable suggestions for enrich the consumer preference of

The Hindu news paper.1.4 SCOPE OF THE STUDYThe study is conducted to know the consumer preference of The Hindunewspaper. This may help the company to decide upon their new ventured.The research focuses on the several features of the Hindu and inawareness, suggestion in the market, which may help the company in furtherdevelopment of the newspaper.The research provides a complete feedback on The Hindu which maysincere a backup for their future plans with respect to design area.1.5 RESEARCH METHODOLOGY

Research Design

Research Design is descriptive as well as analytical, because the researcherhas used facts or information already available and analyzed these to make aevaluation of the material.Primary data collection

Primary data was collected with the help of a structured questionnaire.The questionnaires were administered to the selected 150 respondents of TheHindu news paper.Technique of data collection

The questionnaire has been designed and used to collect the neededprimary data. Both open ended and close ended questions were used.Area of the study

The study on consumer preference towards has been limited to consumerslocated in Erode Town.Period of the study

The period of the study covers one year during 2008-2009.Sources of Data

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. Theprimary data were collected from the selected sample respondents in the study


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area. Simple satisfied random sampling method was used to selecting therespondents.Questionnaire was the main tool used for collecting the first handinformation from the respondents. Hence, great attention was given to constructthe questionnaire. The questionnaire was prepared with the help of the research

guide and experts. The questions were framed in a sample manner, capable ofbeing answered easily and quickly by the respondents.The possible answer to every question and to put a tick mark by therespondent whenever was applicable.The study also consists of secondary data, which are collected frommagazines, newspapers and journals and also website.Sample Size

The sample size selected for the study is 150 respondents.The respondents are selected by simple random sampling method.Sampling Techniques

Data on the various aspects directly and indirectly related to the

investigation were gathered through questionnaires to the respondents.The questions were necessary to ensure the reliability of the information.The questions were simple to understand and to contain the choice of questionsmeans simple alternative choice, etc., so that information should be collectedfrom various respondents. It should be seen that parties are not biased orprejudiced and are mentally sound.Tools for analysis:

In order to analyze the consumer preference of respondents, the followingtables of analysis were used to obtain the various objectives of the study.(i) Percentage analysis

Percentage refers to a special kind of ratio percentages are used in makingcomparing between preferences, awareness and satisfaction with various otherfactors.Observed dataPercentage = --------------------- x 100Sample sizeChisquare Test:

A family of probability distribution, differentiated by this degree offreedom is used to test a member of different hypothesis about variances,proportions, and distributional goodness of fit.

Chi-square test (__________2 ) = ( ) E

O E2

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 columns1.6 HYPOTHEISIS:


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In order to realize that objective of the study the following hypothesis hasbeen 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 used incase of chi- square test and thetable value chi- square are available at various probabilities level. These levelsare called level of significance. Usually the value of chi- square is at 5% level ofsignificance.Null hypothesis (Ho)

Null hypothesis is one that would be true if the alternative hypothesiswere false. It is a very useful tool in testing the significance of difference. Itasserts 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 always same percentage (usually 5%) whichshould be chosen with great care, thought and reason. Ho will be rejected when

the sampling result is less than 0.05 probability of occurring it Ho

is true and viceversa in case of 5% level of significance1.7 LIMITATION OF THE STUDY

1. The sample size is only 150.2. The period of study is limited3. There is no comparative study made.4. Under the study illiterate people excluded.5. The result of analysis made in the study depends fully on theaccuracy; reliability of informations given by respondents.

Chapter

II

Review Of LiteratureCHAPTER-II

REVIEW OF LITERATURERebekah (2006) Wade has remarked that the newspaper success wouldprobably depend more on free CDs and DVDs than on it journalists.Newspaper particularly hope that CDs and DVDs will appeal to the young

who are increasingly getting their news online.1

Narasimha Rao P.V.L. National consumership survey (2005) presscontinue 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 puttogether among those aged 15 years and above has grown from 179mn to 200mna growth of 4% every years.2John O Shaughnessy (1987) marketing strategic is a broad conception ofhow resource to be Delhi to achieve market success. The content for a marketingstrategy shows how the proposed key features of the films offering (products,


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price, promotion and distribution) are intended to achieve the firm objectives.31January 21st 2006. Rebekah Wade newspaper extra, extra economist

2 Narasimha Rao P.V.L. Indian English in journalism Vijay Nicole imprint pvt limited Chennai3 John O Shaughnessy competitive marketing strategic approach ELBS London 1987.

ChapterIII

Profile of The HinduCHAPTER-III

PROFILE OF THE HINDU NEWS PAPERTHE HINDU INTRODUCTION

The Hindu is a leading English language newspaper in India with itslargest base of circulation of South India. It is over 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 retained ownership of the paper. The two basicprinciples on which the founders flagged the newspaper were fairness andjustice. The Hindu was published weekly since 1878 and daily since 1889. Itscurrent net paid circulation exceeds 1 million copies. It is said to enjoy aconsumership of 3 million in India and abroad and an annual turnover of around4 billion rupees ($ 80 million). In 1995 The Hindu became the first Indiannewspaper to offer an online edition.The Hindu user modern facilities for news gathering, page compositionand printing. It is printed in twelve centre including the Main Edition atChennai (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 connectedwith high speed data lines for news transmission across the country. The Hinduis the only newspaper which brings our supplement on are days of the week.Supplements

On MondaysMetro PlusBusiness ReviewOn TuesdaysYoung World, an exclusive childrens supplementEducationBook ReviewImprove Young EnglishOn WednesdaysJob OpportunitiesOn ThursdaysMetro PlusScience, Engineering, Technology & Agriculture


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NXg, a weekly tabloid, started to share the view of nextgeneration.

On FridaysFriday Features cinema, arts, music and entertainmentOn Saturdays

Metro Plus WeekendOn SundaysWeekly Magazine covering social issues, art, literature, gardening,travel health, cuisine, hobbies etc.Open PageLiterary Review, every first SundayPopular Columns include this day that age, The Hindu Crossword and Religion.There is a Sudoku everydayMetro Plus

Metro plus throws the spotlight on what happening in the city, eventsMusic Heritage, Life style, people, fashion, Dining out and sport are the broad

categories finding expression on this supplements pages. Capturing the pulse ofthe city and its changing lifestyle, its later for the information and entertainmentneeds 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 schooling or a collegegraduate hoping to get the first break after leaving campus or simply someonewho is keen to keep pace with what is happening in education. Education pluswill present and analyse trends in education, provide pointers, and above all,inform.

It will report on all that is current and important in the formal and thenon-formal streams as well as in the emerging areas. It will took closely at thelocal opportunities and international avenues.Property plus

Indias property sector is a vibrant and growing areas with new initiativesbeing taken by government the construction industry, architects and developersto transform the landscape.Property plus features each week articles, reviews and special columns onthe many facts that more these dramatic changes.History of the Hindu Newspaper

The first issue of the Hindu was published on September 20 1878, by agroup of six young men, led by G. Subramanian Ayer, a radical social reformerand 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 pagepaper, 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 inBlack Town. The earliest available issue of the paper is dated June 21, 1881. In1881 the Hindu moved to Ragoonada Rows The Hindu press of Mylapore,


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planning to make the paper tri-weekly appearing every Monday, Wednesdayand Friday evening but maintaining the same size as before. The paper movedto rented premises at 100 Mount Road on December 3, 1883. The newspaperstarted printing at its own press there, Christened The National Pressestablished on borrowed capital as public subscriptions were not forth coming.

The building itself became the Hindu in 1892 after the Maharaja ofVizianagaram, Ananda Gajapathi Raja, gave the national press a loan both for thebuilding and to carry out needed expansion. Its assertive editorials earned theHindu the nickname, the new address 100 Mount Road, which to remained. TheHindu 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 thelead by its idol, the pre-Thomson Timesand three back paper also at he serviceof the advertiser. In between, there were more views than news. After 1887,when the annual session of Indian National Congress was held in Madras, thepapers coverage of national news increased significantly and led to the paperbecoming an evening daily stating April 1, 1889.

The Hindu, like many other Indian publishing houses is familyrun. Itwas headed by G.Kasturi from 1965 to 1991. N. Ravi from 1991 to 2003, and byhis brother N. Ram since June 27th 2003. Other family member includingNirmala Lakshman, Malini Parthasarathy, Nalini Krishnan, N.Murali, K.Balaji,K. Venugopal, Ramesh Rangarajan and Publisher S.Rangarajan as direction ofThe Hindu and its Parent Company, Kasturi and sons.The present era is that of information which is available as right time tothe right person. It has been rightly said that soon the power center of the worldwould not be those who have the financial muscle or greater resources but thosewho have power of information breeds knowledge and knowledge power. Thissaying has strongly maintaining is foothold over the acquire and shall continuedoing so.The Hindu

The Hindu Indias national newspaper since 1878 published by certainand sons limited, Chennai India. The English languages daily with a net paidcirculation 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 excellentpresentation. The newspaper is printed at 12 cities in India. The HindusIndependent editorial stand and its reliable and balance presentation oftheNew.The Hindu user modern facilities for news gathering page compositionand printing. It is printed in twelve centers including the main edition atChennai 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 lines for newtransmission across the country.The digital edition of the Hindu e-paper offers itself nothing less deliveryonline. You can see each page as it appear in the print edition. This means all the


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reports, articles photographs and other graphics have been organized land ourand presented. According to their importance with the appropriate hypographyand design elements. You can also see the advertisement as they appear on thepage.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 requiredregistering online.The e-paper has been developed for the Hindu by Nine Stars InformationTechnology Limited and IBM issuing stage of the act technology and offeringhigh resolution and versatile features.Whole pages articles, photographs and other images can be viewed in plyand SPG format and articles can also be read as text. You can make use of theinternets powerful feature search. The e-paper offer you search in several formsyou 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 tracking feature you can clip articles andphotos for future reference and can E-mail them to a friend.

Chapter IVData Analysis and

InterpretationCHAPTER IVDATA ANALYSIS AND INTERPRETATIONANALYSIS

Analysis refers to the methodical classification of data gives in thefinancial statements.INTERPRETATION

The term Interpretation means explaining the meaning and significanceof the data so arranged. It is the study of relationship between various factors.ANALYSIS AND INTERPRETATION

Analysis and Interpretation are closely related. Interpretation is notpossible without analysis and without interpretation analysis has no value.Hence the term analysis is widely used to refer both analysis and interpretation.Readers satisfaction is an important element of marketing function whichdecides the profitability of any concern. In this chapter an attempt is made toanalyze the main factors influencing the purchase decision of the selected samplerespondents in the study area. For the purpose of the analysis, variables areclassified into two important strata viz., dependent variables and independent


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variable. The independent variables used in the study are age, sex, educationalstatus, occupation, and income of the respondent, size of the family andawareness of the sample respondents.The study uses both primary as well as secondary data; primary datawas collected through field survey method. For collecting the data questionnaire

was used as a main tool. The data thus collected were tabulated systematically inan orderly form. Simple statistical too like percentage age, and chi-square testwere employed.TABLE NO: 4.1

AGE OF THE RESPONDENTS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Below 20 49 3221 to 30 30 2131 to 40 51 34Above 40 20 13Total 150 100

INFERENCEIt is observed from the above table shows that 32% of therespondents are Below 20, 21% of the respondents belong to 21-30 years, 34% ofthe respondents belong to 31-40 years, 13% of the respondents belong to above 40years of the age.From the analysis, it is concluded that maximum of the respondents are31-40 years to read the Hindu news paper.CHART NO: 4.1

AGE OF THE RESPONDENTS32213413

0

102030405060708090100Below 20 21 to 30 31 to 40 Above 40FACTORS

PERCENT

Below 2021 to 3031 to 40Above 40

TABLE NO: 4.2

GENDER OF THE RESPONDENTS

FACTORS NO. OF RESPONDENTS PERCENTAGEMale 120 80Female 30 20Total 150 100

INFERENCE

It is identified from the above table shows that out of 150 respondents 80%of the respondents belong to male category and 20% of the respondents belong tofemale category.


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From the analysis, it is concluded that maximum of the respondents areprefer belong to male category.CHART NO: 4.2

GENDER OF THE RESPONDENTS8020Male

Female

TABLE NO: 4.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

FACTORS

NO. OF

RESPONDENTS

PERCENTAGE

Higher secondary 45 30Under graduate 39 26Post graduate 53 35Others 12 7

Total 150 100INFERENCE

It is identified from the above table infers that 30% of the respondentsbelong to the Higher secondary, 26% of the respondents belong to the Undergraduate and 35% of the respondents belong to Post graduate,7% of therespondents are belong to other.It is concluded from the above analysis, the maximum(35%) of therespondents who prefer to the Hindu news paper, are at the Post graduate level.CHART NO: 4.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS302635

70102030405060708090100PERCENT

Higher secondary Under graduate Post graduate OthersFACTORS

Higher secondaryUnder graduatePost graduateOthers

TABLE NO: 4.4

OCCUPATION OF THE RESPONDENTS


Student 46 31Employee 51 34Business man 32 20Others 22 15Total 150 100


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INFERENCE

It is evident from the above table shows that 34% of the respondentsoccupation belongs to the employee category, 31% of the respondents occupationbelong to the student category, 20% of the respondents occupation belong tobusiness man category and 15% of the respondents belong to others.

It is concluded from the above analysis, that maximum (34%) of therespondents are employees.TABLE NO: 4.4

OCCUPATION OF THE RESPONDENTS313420150102030405060708090

100Student Employee Business man OthersFACTORS

PERCENT

StudentEmployeeBusiness manOthers

TABLE NO: 4.5

NEWS PAPER TO READ


The Hindu 56 37Indian express 48 32Dina malar 25 16Dina thandi 21 15Total 150 100

INFERENCE

It is learned from the above table shows that 37% of the respondents arechoose and prefer the news paper for the Hindu, 32% of them Indian express,16% of the respondents used to Dina malar, 15% of the respondents are used andread to prefer the Hindu news paper.CHART NO: 4.5

NEWS PAPER TO READ373216 15010

2030405060708090100PERCENTThe Hindu Indian express Dina malar Dina thandiFACTORS

The Hindu


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Indian expressDina malarDina thandi

TABLE NO: 4.6

QUALITY OF INFORMATION OF THE HINDU NEWS PAPER


Excellent 25 17Good 65 43Fair 49 32Poor 11 7Total 150 100

INFERENCE

It is divulged from the above table that 17% of the respondents quality ofHindu newspaper is excellent, 43% of the respondents opinion is good,32% ofthem fair, 7% of the respondents quality information of the news paper is poor.It is concluded from the above analysis, that maximum of the respondentsopinion of quality information is good.CHART NO: 4.6

QUALITY OF INFORMATION OF THE HINDU NEWS PAPER174332701020304050607080

90100

P E R C EN TExcellent Good Fair PoorFACTORSExcellentGoodFairPoor

TABLE NO: 4.7

AN EXPERT ASK TO PURCHASE

FACTORS

NO. OF

RESPONDENTSPERCENTAGE

Very important 22 15Fairly Important 52 34Neutral 54 36Not so Important 9 6Not at all 13 9Total 150 100


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INFERENCE

From the above table shows that 15% of the respondents expertconsideration to buy the news paper is very important,34% of them FairlyImportant, 36% of them Neutral, 6% of the respondents not so Important and 9%of the respondents expert option of to buy the news paper is Not at all.

CHART NO: 4.7AN EXPERT ASK TO PURCHASE1534 36690102030405060708090100Very important Fairly Important Neutral Not so Important Not at allFACTORS

P ER C EN TVery importantFairly ImportantNeutralNot so ImportantNot at all

TABLE NO: 4.8

NO. OF RESPONDENTS OF READING


All of the time 32 22

Very often 47 31Often 68 45Sometimes 3 2hardly ever 0 0Total 150 100.0

INFERENCE

It is understood from the above table that 22% of the respondents arereading the news paper in all of the time, 31% of them very often, 45% of themoften and 2% of the respondents are read the news paper in sometimes..From the above analysis, it is concluded that the maximum of therespondents are read Hindu news paper in Often.

CHART NO: 4.8NO. OF RESPONDENTS OF READING223145201020


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304050607080

90100P E R C E N T

All of the time Very often Often SometimesFACTORS

All of the timeVery oftenOftenSometimes

TABLE NO: 4.9

RELIABLE INFORMATION


Very much 60 40Neutral 68 46Not much 14 9Not at all 8 5Total 150 100.0

INFERENCE

It is learned from the above table that 40% of the respondents are gettingreliable information to using the Hindu news paper, 46% of them neutral, 9% ofthem not much,5% of the respondents are have reliable information to use theHindu news paper.It is found from the above analysis, that maximum (46%) of the

respondents are getting information to use this news paper in neutral average.CHART NO: 4.9RELIABLE INFORMATION4046950102030405060708090100Very much Neutral Not much Not at all

FACTORSPERCENT

Very muchNeutralNot muchNot at all

TABLE NO: 4.10

SUPPLYMENTRY COPY OF THE HINDU


Young world 29 20


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Magazine 92 62Friday review 21 14oppertunities 6 4Others 2 1Total 150 100

INFERENCEFrom the above shows that 20% of the respondents are like most thesupplementary copy of the Hindu news paper in Young world, 62% of themMagazine,14% of them Friday review,4% of them oppertunities,1% of therespondents are like very much the other supplementary .CHART NO: 4.10

SUPPLYMENTRY COPY OF THE HINDU206214410102030405060708090100PERCENT

Young world Magazine Friday review oppertunities OthersFACTORS

Young worldMagazineFriday reviewoppertunitiesOthers

TABLE NO: 4.11

RELEVENT INFORMATION


Yes 108 72No 42 28Total 150 100

INFERENCE

The above table shows that 72% of the respondents are get considered tousing the Hindu news paper is very use to get relevant information but 28% ofthe respondents are not get it.CHART NO: 4.11

RELEVENT INFORMATION7228Yes

NoTABLE NO: 4.12

RELEVENT OPTION

FACTORS

NO. OF

RESPONDENTS

PERCENTAGE

Time constraint to read


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newspapers(English or Tamil)28 19More time consumption to read"The Hindu"52 35

Non availability of "The Hindu"in your area55 36Prefer to read Tamil news paper 5 3To read other newspaper 9 7Total 150 100

INFERENCE

From the above table shows that relevant information of the userpreference in 18% of the respondents are Time constraint to read newspapers(English or Tamil), 35% of them More time consumption to read "The Hindu",36% of them Non availability of "The Hindu" in your area, 3% of them Prefer to

read Tamil news paper,7% of them To read other newspaper.CHART NO: 4.12RELEVENT OPTION1935 36370102030405060708090100

Time constraint toread

newspapers(Englishor Tamil)More timeconsumption to read"The Hindu"Non availability of"The Hindu" in yourareaPrefer to read Tamilnews paperTo read othernewspaperFACTORS

PERCENT

Time constraint to readnewspapers(English or Tamil)More time consumption to read "TheHindu"Non availability of "The Hindu" in yourareaPrefer to read Tamil news paper

To read other newspaper

TABLE NO: 4.13

PROBLEM FACED TO USE THE HINDU NEWS PAPER


Strongly agree 7 5Agree 90 60Uncertain 53 35Total 150 100


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INFERENCE

It is identified from the above table shows that 5% of the respondents preferto Hindu news paper faced to problems are agree, 60% of them agree to face theproblems, 35% of the respondents are face the problem in the Hindu news paperin uncertain.

CHART NO: 4.13PROBLEM FACED TO USE THE HINDU NEWS PAPER560350102030405060708090100PERCENT

Strongly agree Agree UncertainFACTORS

Strongly agree

AgreeUncertain

TABLE NO: 4.14

LACKING IN COVERING LOCAL AREA NEWS


Strongly agree 39 26Agree 43 28Uncertain 14 9Disagree 54 36Total 150 100

INFERENCE

It is identified from the above table shows that 26% of the respondents arestrongly agree to lacing of local area news coverage ,28% of them agree, 9% ofthem uncertain, 36% of the respondents are disagree the statement.CHART NO: 4.14

LACKING IN COVERING LOCAL AREA NEWS26 289360102030405060708090

100Strongly agree Agree Uncertain DisagreeFACTORS

PERCENT

Strongly agreeAgreeUncertainDisagree

TABLE NO: 4.15

VALUE TO ADD IN OUR LIFE



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INFERENCEIt is identified from the above table shows that 38% of the respondents arestrongly agreed that the Hindu news paper add value of our life, 51% of themagree, 9% of them Uncertain, 2% of the respondents are not agree to thisstatement.CHART NO: 4.15

VALUE TO ADD IN OUR LIFE3851920102030405060708090100Strongly agree Agree Uncertain DisagreeFACTORS

PERCENT


TABLE NO: 4.16

GIVING MORE KNOWLEDGE



INFERENCE

It is identified from the above table shows that 10% of the respondents arestrongly agree to prefer to Hindu news paper giving more knowledge ,40% ofthem agree, 29% of them uncertain, 21% of the respondents are not agree to thisstatement.CHART NO: 4.16

GIVING MORE KNOWLEDGE104029210102030405060708090


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100PERCENT

Strongly agree Agree Uncertain DisagreeFACTORS


TABLE NO: 4.17

EFFECTIVE INFORMATIONFACTORS NO. OF RESPONDENTS PERCENTAGE


INFERENCE

It is identified from the above table shows that 29% of the respondents arestrongly agree to prefer to Hindu news paper giving more effectiveinformation,43% of them agree, 24% of them uncertain, 4% of the respondents

are not agree to this statement.CHART NO: 4.17

EFFECTIVE INFORMATION206214410102030405060708090100

PERCENTYoung world Magazine Friday review oppertunities Others

FACTORSYoung worldMagazineFriday reviewoppertunitiesOthers

RELATIONSHIP OF PERSONAL FACTORS OVER THE FACTORS

INFLUENCING PREFERENCE OF PARTICULAR BRAND

In order to study the relationship of personal factors such as age, gender,

educational level, occupation and monthly income over the factors influencingthe preference of particular brand such as price, quality and availability, furtheranalysis has been made under the following heads.CHISQUARE TEST

The chi-square test is an important test amongst several test of significancedeveloped by statisticians. Chi-square is a statistical measure used in the contextof sampling analysis for comparing a variance to theoretical variance.The chi-square is a measure of actual divergence of the observed and


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expected frequencies and as such when there is no difference between actual andobserved frequencies, the value of chi-square is 0. Chi-square test frequencies issignificant or not.The following formula can be used for calculating chi-square value.

Chi-square test (2 ) = ( ) E

O E2

Where,O = Refers to the observed frequencies andE = Refers to the expected frequenciesDEGREE OF FREEDOM

The term degree of freedom refers to the number of independentconstraints in a set of data. The degrees of freedom are calculated by theformula.

V = (c 1)(r1)V = Stands for degree of freedomc = Stands for number of Columnsr = Stands for number of rowsLEVEL OF SIGNIFICANCE

The probabilities indicate the extent of reliance that can be placed onconclusion drawn. The same technique is used incase of chi- square test and thetable value chi- square are available at various probabilities level. These levelsare called level of significance. Usually the value of chi- square is at 5% level ofsignificance.Null hypothesis (Ho)

Null hypothesis is one that would be true if the alternative hypothesiswere false. It is a very useful tool in testing the significance of difference. Itassert 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 always the same percentage (usually 5%)which should be chosen with great care, thought and reason. He will be rejectedwhen the sampling result is less than 0.05 probability of occurring it Ho is trueand vice versa in case of 5% level of significance.CROSSTABULATION BETWEEN AGE AND RELEVENT INFORMATION

FOR ALL AGE GROUPS

AGE

RELEVENT INFORMATION FOR ALL AGE

GROUPS

TOTALYES NO

Below 20 26 6 3221 to 30 16 5 2131 to 40 25 9 34Above 40 5 8 13TOTAL 72 28 100

Source : Survey data


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(H0) : There is no significant relationship between age and relevantinformation for all age groups.(H1) : There is significant relationship age and relevant information for all agegroups.CHISQUARE TEST

Calculated 2 Value = 13.883Degree of freedom = 3Table value = 7.815Significant level = Significant at 5% levelINFERENCE

It is observed from the above table that the calculated value of chi-squareis greater than the table value. Hence the null hypothesis is rejected and it isconcluded that there is significant relationship between age and relevantinformation for all age groups.CROSSTABULATION BETWEEN OCCUPATION AND PROBLEM FACED

TO USE THE HINDU NEWS PAPER

OCCUPATIONPROBLEM FACED TO USE THE HINDU NEWS

PAPER

TOTAL

StronglyagreeAgree UncertainStudent 2 33 11 46Employee 2 18 31 51Business man 1 24 7 32Others 2 15 4 21TOTAL 7 90 53 150Source: Survey data(H0) : There is no significant relationship between occupation and problemfaced to use the Hindu news paper.(H1) : There is significant relationship occupation and problem faced to usethe Hindu news paper.CHISQUARE TEST

Calculated 2 Value = 23.462Degree of freedom = 6Table value = 12.592Significant level = Significant at 5% levelINFERENCE

It is observed from the above table that the calculated value of chi-squareis greater than the table value. Hence the null hypothesis is rejected and it isconcluded that there is significant relationship between relationship occupationand problem faced to use the Hindu news paper.CROSSTABULATION BETWEEN EFFECTIVE INFORMATION AND

GENDER

EFFECTIVE


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INFORMATION

GENDER

TOTAL

Male FemaleStrongly agree 34 9 43

Agree 58 7 65Uncertain 26 10 36Disagree 2 4 6TOTAL 120 30 150

Source: Survey data(H0) : There is no significant relationship between effective information andgender.(H1) : There is significant relationship between effective information andgender.CHISQUARE TEST

Calculated 2 Value = 13.0126

Degree of freedom = 3Table value = 7.815Significant level = Significant at 5% levelINFERENCE

It is observed from the above table that the calculated value of chi-squareis greater than the table value. Hence the null hypothesis is rejected and it isconcluded that there is significant relationship between relationship occupationand problem faced to use the Hindu news paper

Chapter VFindings Suggestionsand Conclusion

CHAPTERV

FINDINGS, SUGGESTIONS, CONCLUSION5.1 FINDINGS

Maximum of the respondents are 31-40 years to read the Hindunews paperMaximum of the respondents are prefer belong to male category.Maximum (35%) of the respondents who prefer to the Hindu newspaper, are at the Post graduate level.Maximum (34%) of the respondents are employees.37% of the respondents are chosen and prefer the news paper forthe Hindu.


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Maximum of the respondents opinion of quality information isgood.34% of them Fairly Important.Maximum of the respondents are read Hindu news paper in Often.Maximum (46%) of the respondents are getting information to use

this news paper in neutral average.62% of the respondents are like most Magazine.72% of therespondents are get considered to using the Hindu news paper isvery use to get relevant information.36% of the respondents are Time constraint to read newspapersmore time Non availability "The Hindu".60% of respondents are facing the problems.36% of the respondents are dis agree to lacing of local area newscoverage.38% of the respondents are strongly agreed that the Hindu newspaper add value of our life.

40% of respondents are agreeing to prefer to Hindu news papergiving more knowledge.43% of the respondents are strongly agreed to prefer to Hindunews paper giving more effective information.

5.2 SUGGESTIONSThe following are the suggestion offered to increase the satisfaction levelof The Hindu news paper based on the readers opinion and analysis of the data.Most of the consumers expressed dissatisfaction over thenumber of advertisement both commercial and cinema shouldbe taken by the publishers to reduce the advertisement coverageand add more sports news, IT news, job opportunities etc.

As regards availability of newspapers the highest number ofrespondents is satisfied, but a few respondents in rural areasdissatisfied because of non-availability of English newspaperslike the Hindu and the Indian Express. Hence newspapersshould reach rural areas also.A few respondents are dissatisfied about reliability of news. Soreporters must verify the news before they are published.

5.3 CONCLUSIONNewspapers play an important role in our day-to-day life. They havecontributed not only for the growth of democracy in a country but also fordevelopment of the economy. Indian newspapers enjoy large circulations. It is an

influential organ shouldering great responsibilities and should furnish uncolorednews without suppressing the facts and also care should be taken to satisfy theneeds of consumers.

BibliographyBIBLIOGRAPHY


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a) Books

Encyclopedia, The world book, volume 14Encyclopedia, Britannica, Napoleon Ozonolysis, volume 16Gupta, s.p., Statistical methods, s.chand & sons, New DelhiKothari, 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.inWWW. Worldpressinstitute.orgWWW. Google.com.

AnnexureANNEXURE

A STUDY ON CONSUMERS PREFERENCE TOWARDS THE

HINDU NEWSPAPER1) Name :2) Age :3) Gender:4) Education:5) You are?A) Student B) EmployeeC) Business Man D) Others6) Which newspaper do you read?A) The Hindu B) Indian Express

C) Dina Malar D) Dina Thandi7) What do you think about the quality of information of The Hindu ascompared to other English newspapers?A) Excellent B) Good C) FairD) Poor E) Cant Say8) You are subscribing a newspaper, an expert ask you to purchase The Hindu,then the extra cost for you will be_______A) Very Important B) Fairly Important C) NeutralD) Not so Important E) Not at all9) If somebody provides you The Hindu at free of cost, then what will be yourfrequency of reading?A) All of the time B) Very often C) OftenD) Sometimes E) Hardly ever10) How much reliable is the information of The Hindu?A) Very Much B) NeutralC) Not Much D) Not at all11) Which supplementary copy of The Hindu you like the most?A) Young World B) Magazine C) Friday ReviewD) Opportunities E) Others (Specify) __________


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12) Do you think The Hindu has relevant information for all age groups?A) Yes B) No13) Tick on relevant optionsA) Time constraint to read newspapers (English or Tamil).B) More time consumption to read The Hindu.

C) Non availability of TheHindu in your area.D) Prefer to read Tamil newspaper.E) To read other newspapers.RateThe Hindu on these 5 scales.Q.No Question StronglyAgree Agree Uncertain Disagree StronglyDisagree14Problem withunderstanding thelanguage of TheHindu15

Lacking incovering localnews or any otherinformation thanother newspapers?How much % ofthat The Hinducovers.______020 %______21-40%______

41-60%______61-80%_______81-100%16Do you think TheHindu adds valueto your life?17Is The Hinduinformationeffective to you?18Are T.V. Radiogiving moreknowledge thanThe Hindu

19) Anything you dislike in The Hindu?_____________________________________________________________________________________________________________________________________________________________________________________________


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20) Suggestion or comments?_____________________________________________________________________________________________________________________________________________________________________________________________

a study on consumers

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