8/8/2019 100 marks TOI
1/87
INTRODUCTION
The newspaper has always been one of the most important providers of news and
entertainment, despite of the rise of the Internet and of telecommunications as viable
sources of information. People have different norms, values, and believes. When looking
for a newspaper, people are interested in papers, which correspond to their beliefs; they
are looking for a newspaper that they can identify themselves with. Consequently, it is
important for newspapers to be able to tie customers to them, to deliver something that
satisfies the customer, to give the customer an incentive to be loyal.
Indian Newspaper Industry is witnessing high growth. Earlier all newspaper
owners thought opportunity was within their own geographical area. But, in coming years
Publishers will be spending over Rs 1410 crores to invade each others territories. The
Newspaper market is bound to grow. New brands are coming into different territories.
Unless the publishers recognize the preferences of readers, they could not succeed the
hearts of the customers.
According to a Price water house Coopers (PwC) survey for the year 2003 it is
estimated that the news paper industry in India is around US$1.7 billion in 2003, and isexpected to grow to reach US$ 2.4billion in 2008. Publishers in India are ready to spend
over Rs 1410 crores to invade each others territories.
AN OVER VIEW OF INDIAN MARKET
In fiscal year 2003-04, our gross domestic product (GDP) amounted to Rs 2,50,000 crore
making us the 12th largest economy in the world.
Indias economy is growing upwards of 8% over 2003-04. This makes us the second-
fastest growing economy in the world, behind China.
Over the past 10 years, India has registered the fastest growth among major
democracies.It represents the fourth largest economy in terms of purchasing power
1
8/8/2019 100 marks TOI
2/87
8/8/2019 100 marks TOI
3/87
E P M L 121*
Sakal group 120
Deccan Chronicle 116
Mid-Day Multimedia 93
HOW INDIA SPENDS ON ADVERTISING
THE NEW INDIAN EXPRESS (NIE)
NIE group is a part of the Indian Express heritage. This great journalism of
courage started in 1932 and slowly and gradually it got split into two, one looking at the
north and west and the other south and Orissa.
It has Newspapers in English (The New Indian express, The New Sunday
Express) Tamil (Dinamani) & Kannada (Kannada Prabha); Magazines in Tamil (Tamilan
Express) and Malayalam (Malayalam Vaarika). There are 19 printing centers spread
across the four Southern States and Orissa. The New Indian Express group also has
Internet Editions (indiavaarta.com) and an Event Management Company (Event Xpress)
working under it.
The New Indian Express Group was the first in India to conduct monthly
discussion groups with different segments of readers throughout south India to identify
3
MEDIA EXPENDITURE IN INDIA (2004)
50.5
40
2
0
6.5
1
PRESS
TELEVISION
RADIO
CINEMA
OUTDOOR
INTERNET
8/8/2019 100 marks TOI
4/87
their needs and their suggestions for improvement of the products. Growth vectors of this
group can be identified as mainly, the evolving Product lines, New Editorial thrust,
Innovations, Strategic Growth Initiatives, Delivery system, Operational excellence.
4
8/8/2019 100 marks TOI
5/87
NEED OF STUDY
Literacy of the public has gone up in India for the past decade to a great extent.
New publications have come up in plenty in a short span. With the electronic mediagetting more and more popular and Internet has become a medium of information for the
upper class segment and educated segment. New publications are yet to launch in
Chennai like Times of India and DNA. Deccan chronicle has already launched. But the
major English dailies are still The Hindu and The New Indian Express.
There are a lot of new brands coming into different territories. In such a scenario,
it is very important for the company to satisfy its readers so as to exist and win over the
stiff competition. Indian express circulation in Chennai Circle has reached to 1.25 Lakh
and still there is a long way to go. The company strongly believes that a loyal reader is
the best advertiser for the companys brand. This has given the researcher an opportunity
to explore and find out the loyalty level of readers.
In the present study, the researcher will quantify the loyalty level of newspaper
readers for the company. This factor is well accepted that each newspaper should develop
its own Unique selling Proportion to retain its present readers and attract new ones. Thus,
this study is an attempt to quantify the factors that help the company to understand the
needs and wants of its readers and aggressively work on improving them.
5
8/8/2019 100 marks TOI
6/87
OBJECTIVES
Broad Objective:
To study the factors affecting Loyalty of newspaper readers in Chennai
Specific Objective:
To analyze Editorial driven factors that directly affect the readers view points.
To know the market driven factors in newspaper that readers prefer.
To quantify the satisfaction level of the readers of a newspaper.
To study the factors like Coverage of news, Availability, Overall Quality of the
paper etc which are the prime deciding factor for their loyalty.
6
8/8/2019 100 marks TOI
7/87
8/8/2019 100 marks TOI
8/87
The respondents perception about coverage of news by the newspaper they prefer
is same.
Loyalty Based On Encouraging Friends & Relatives and Continuation with Same
Paper is same
SCOPE OF STUDY
This study could be of greater help for NEW INDIAN EXPRESS in the following ways:
8
8/8/2019 100 marks TOI
9/87
This study will help the organization to know the readers level of satisfaction on
the services and news rendered by them.
This study would help the organization to find out the readers loyalty for
newspaper and areas of improvement for NIE.
This study will help the company to decide upon the important factors both
content wise (Editorial driven) and Product wise (Market driven) that directly
affect the readers.
Ultimately this study is intended to find out the loyalty level of readers towards the
services and news offered.
REVIEW OF LITRATURE
9
8/8/2019 100 marks TOI
10/87
This section contains literature review on brand loyalty, and the Analytical Hierarchical
Process.
Brand Loyalty:
Brands are more than logos. It conveys values.
The individual buys brands because they speak trust," McManus said. "Only the
brand fits the emotion of those experiences like a glove, and delivers on the promise." In
light of this information, it is clear that brand loyalty can be an important factor in the
success of a company. This is especially so in newspapers where studies show the
emotional link readers create with newspapers.
There are two different approaches for analyzing brand loyalty: the downstreamone, based on observing consistent purchases of a brand over a period of time and the
upstream approach, which focuses on the motives that are behind a repeat purchasing of a
brand.
Brand loyalty for newspapers can be measured by using a simple questionnaire
by asking two simple questions: What newspaper do you currently buy? and What
newspaper do you plan to buy in the future? This data are then coded into the preferred
newspaper to last purchased newspaper matrix and are used to calculate brand loyalty
using the Preference Behavior Model.
There are two aspects of brand loyalty, purchase loyalty and attitudinal loyalty.
These can be seen as linking variables in the chain of effects from brand trust and brand
affect to brand performance (market share and relative price). This includes product-
level, category-related controls and brand-level controls. Results indicate that when the
product- and brand-level variables are controlled for, brand trust and brand affect
combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn,
leads to greater market share, and attitudinal loyalty leads to a higher relative price for the
brand.
The Analytical Hierarchical Process:
10
8/8/2019 100 marks TOI
11/87
Analytical Hierarchical Process relies on making pair-wise comparisons using a
set of requirements on a scale of 1 9. One of the disadvantages of this model is that it
tries to model requirements into a dominance hierarchy or network. Furthermore, there
are restrictions on how many requirements should be used in the matrix and the use of the
1 9 scale causes complications.
Consistency measure is an essential component in the analytic hierarchy process
(AHP), which is known to be a research method useful to both decision-making and
empirical research in construction information and management. The measure helps to
affirm that individual decision makers capture logical and reasonable preferences when
making decisions. It also supports empirical research conducted by either practitioners or
academic researchers to ensure that the questionnaires are not poorly answered. Measure
of the consistency level is expected to be able to detect inconsistent responses. Results
indicate that responses to the AHP method having acceptable consistency (the consistent
group) were shown to be consistent with the responses from the simple rating method.
This supports that the consistent responses are reliable. One tool of increasing the
accuracy of AHP is known as the trust model, which improves performance of the
decision making process.
In news media, globalization of media organizations has brought accompanying
debates about the proper education and professional standards for the journalists who
work for them. Factors that shape media and news content, and include the individual
journalist, news routines, organizational, extra-media, and ideological, with each carrying
a different view of the professionalism issue.
News as a special kind of social product requires something to have taken place in
the first place, to be captured by news people and published by the media, and ultimately
to be consumed by the audience. Every stage is crucial for the news manufacturing
process. There is a triangular relationship among what editors regard as important news,
11
8/8/2019 100 marks TOI
12/87
what the audience prefers and what the media actually cover. The convergence and
divergence of opinions among the audiences and the editors and media performance in
coverage of some specific types of stories in the global context have important
implications for a better understanding of the processes and structure of international
communication in society.
News Media:
Since newspaper readers form close bonds with their newspaper, the question
arises whether publishers can dare make changes to the form or layout. Empirical
evidence shows that market possibilities for innovation, obtained by analyzing the user-habits associated with paper-based newspapers and magazines are great. Results suggest
that readers will adapt quickly to innovations.
METHODOLOGY
A. RESEARCH DESIGN
12
8/8/2019 100 marks TOI
13/87
Research design used for the study is DESCRIPTIVE RESEARCH
design. The researcher uses descriptive type of research to get valuable insights
from the respondents about the level of loyalty on the service and news offered by
the company to its readers.
B. SAMPLING DESIGN
Sampling design of the study consists of two steps:
a) Selection of study area
b) Selection of sample size
a. Selection of the study area
The selected area for conducting the study was Chennai. Since
the company intends to find out the factors that influence theloyalty of newspaper readers, it was decided to select the
Chennai as a study area.
b. Selection of the sample size
Since the population of the sample size is large and unknown,
researcher followed non-probability sampling method. Thus
convenience sampling was followed and 150 sample units was
selected for the study. Out of this, 9 questionnaires were
discarded based on unfilled and incomplete information. Finally
the sample size of 141 samples are selected for the analysis and
drawing the inference. Out of these, 2 respondents do not read
newspapers at all. Thus the researcher is left with 139 sample
size of eligible respondents, on the basis of which study is
conducted.
C. METHOD OF DATA COLLECTION
The researcher used primary data collection method by Questionnaire method to
collect data from the respondents. The questionnaire method was self administered by
the readers.
13
8/8/2019 100 marks TOI
14/87
D. FORMULATION OF THE QUESTIONNAIRE
The information needed for the study was collected with the aid of a well
structured questionnaire.
The questionnaire consists of both closed ended and open ended questions.
a) Closed ended questions
In this type both questions and its respective answers are arranged in
structured patterns. This includes:
1. Dichotomous Questions
Dichotomous questions are mainly used to collect Demographic
and behavioral data where two answers logically exist. This is
used in question no. 1- 7
2. Multiple choice Questions
Researcher uses multiple choice questions where the respondents
are provided with the answers that help then to choose an
alternative. This is used in the following Question No. - 8,9,10,
12, 13,14,15,16 and 17.
b) Open ended questions
Question No. 8, 11 and 18 are open ended question wherein respondents
are asked to write about the details of specific choice in the product and
service of a newspaper.
E. PERIOD OF STUDY
The study has been undertaken for three months from 20th December 2005 to 10th
April 2006. During the period, the researcher has worked extensively in the field of
space marketing to bring out this work with utmost sincerity.
F. PILOT STUDY
The pilot study is requisite for any survey. It helps to remove unnecessary
questions and questions which are irritative in nature to the respondents. Before
14
8/8/2019 100 marks TOI
15/87
going to the actual field work, the rough draft of the Question was pre-tested with
15 respondents which resulted in the necessary modifications and improvements.
G. STATISTICAL DESIGN
To draw the inferences from the collected data, appropriate conventional and non
conventional statistical techniques ware used. The following techniques re used
with the help of the Statistical Package for Social Sciences (SPSS) software for
the analysis.
a. CONVENTIONAL TECHNIQUES
The researcher under conventional statistical techniques uses
Percentage analysis and Chi- Square test
i. Percentage analysis: It is used for nominal data that is
Dichotomous and Multiple Choice single response and Multiple
Choice Multi Response Questions.
ii. Chi- Square test: It is a non- parametric test.
b. NON- CONVENTIONAL TECHNIQUES
The researcher has used non- conventional statistical techniques such
as One Way Anova and Factor Analysis.
LIMITATIONS OF THE STUDY
15
8/8/2019 100 marks TOI
16/87
One of the major limitations was the time factor. Since the time was very limited, it is
very difficult to study large sample size.
The study has been conducted only in Chennai. Hence the conclusion would not be a
generalized one.
All the views and opinions provided by the respondents are subjected to personal
bias.
In spite of all these above limitations, the study could provide invaluable information,
which might be taken into consideration both professionally and academically.
TABLE 4.1: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
GENDER
16
8/8/2019 100 marks TOI
17/87
Gender No. of Respondents Percentage
Male 103 73.05
Female 38 26.95
Total 141 100.00
Table 4.1 explains the gender details of the respondents, It is observed that out of 141
respondents, 73.05 per cent are male and remaining 26.95 per cent are female.
The above data is shown in Graph 4.1
GRAPH 4.1: RESPONDENTS ON THE BASIS OF GENDER
GENDER
Female
Male
TABLE 4.2: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
Age No. of Respondents Percentage
Less than 15 16 11.35
15-25 61 43.26
17
8/8/2019 100 marks TOI
18/87
25-35 47 33.33
Above 40 17 12.06
Total 141 100.00
Table 4.2 explains the age details of the respondents. It is observed that out of 141
respondents, 11.35 per cent are less than 15 years, 43.26 per cent lie between the age of
15 to 25 years, 33.33 Per cent respondents are between 25 and 35 years and remaining
12.06 per cent are above 40 years of age.
The above data is shown in Graph 4.2
GRAPH 4.2: RESPONDENTS ON THE BASIS OF AGE
AGE
Above 40
25-35
15-25
Less than 15
TABLE 4.3: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
OCCUAPTION
Occupation No. of Respondents Percentage
Student 31 21.99
Businessman 44 31.21
Government Employees 47 33.33
White-Collar MNC Employees 19 13.48
18
8/8/2019 100 marks TOI
19/87
Total 141 100
Table 4.3 explains the occupation details. It is observed that out of 141 respondents,
21.99 per cent are students, 31.21 per cent are businessman, 33.33 per cent respondents
government employees and remaining 13.48 per cent are white collar MNC working
people.
The above data is shown in Graph 4.3
GRAPH 4.3: RESPONDENTS ON THE BASIS OF OCCUPATION
OCCUPATION
White-CollarMNC
Employees
Government
Employees
Businessman
Student
TABLE 4.4: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
ANNUAL FAMILY INCOME
Family income No. of Respondents Percentage
Less than 1 lakh 31 21.991-3 lakh 54 38.30
3-5 lakh 31 21.99
Above 5 lakh 25 17.73
Total 141 100
19
8/8/2019 100 marks TOI
20/87
Table 4.4 represents the Annual family income details of the respondents. It is observed
that out of 141 respondents, 21.99 per cent of the respondents have less than Rs.1 Lakh of
annual income, 38.30 per cent of them have income lying between Rs.1 and Rs.3 lakh,
21.99 per cent of the respondents fall under the income between Rs.3 and Rs.5 lakh and
remaining 17.73 per cent have annual family income of more than Rs.5 Lakh.
The above data is shown in Graph 4.4
GRAPH 4.4: RESPONDENTS ON THE BASIS OF ANNUAL FAMILY INCOME
ANNUAL FAMILY INCOME
Above 5 lakh
3-5 lakh
1-3 lakh
Less than 1
lakh
TABLE 4.5: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
HABIT OF READING NEWSPAPER
Habit of Reading Newspaper No. of Respondents Percentage
Yes 139 98.58
No 2 1.42
Total 141 100
The information on habit of reading newspaper is shown in the Table 4.5. It is observed
that out of 141 respondents, 98.58 per cent of the respondents read newspapers and
remaining 1.42 Per cent do not read any newspaper.
20
8/8/2019 100 marks TOI
21/87
The above data is shown in Graph 4.5
GRAPH 4.5: RESPONDENTS ON THE BASIS OF HABIT OF NEWSPAPER
READING
HABIT OF NEWSPAPER READING
No
Yes
As two respondents do not read newspapers at all, thus now onwards the researcher has
decided upon a sample size of 139 respondents.
TABLE 4.6: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR
FREQUENCY OF READING NEWSPAPER
Frequency of Reading Newspaper No. of Respondents Percentage
Regularly 83 59.71
Occasionally 56 40.29
Total 139 100
Table 4.6 explains the frequency of reading newspaper by the respondents. It is observed
that out of 139 respondents, 59.71 per cent of the respondents read newspapers regularly
and only 40.29 Per cent of the respondents read it occasionally.
The above data is shown in Graph 4.6
21
8/8/2019 100 marks TOI
22/87
GRAPH 4.6: RESPONDENTS ON THE BASIS OF FREQUENCY OF READING
NEWSPAPERS
FREQUENCY OF READING NEWSPAPERS
Occasionally
Regularly
TABLE 4.7: CLASSIFICATION OF RESPONDENTS ON THE BASIS OFREADING HABIT IN TERMS OF YEARS
Started News Paper Reading Since No. of Respondents Percentage
Less than 1 Year 21 15.11
1-2 yrs 36 25.90
2-5 yrs 50 35.97
5-10 yrs 20 14.39
More than 10 yrs 12 8.63
Total 139 100
Table 4.7 represents the respondents Reading Habit in Terms of years. It is noticed that
out of 139 respondents, 15.11 per cent respondents read news paper for the past 1 year or
less, 25.90 per cent of respondents have started reading news paper between 1-2 years
back, 35.97 percent of respondents started 2-5 years back, 14.39 per cent of respondents
22
8/8/2019 100 marks TOI
23/87
started between 5-10 years back, and 8.63 percent of respondents started this habit 10
years back or so.
The above data is shown in Graph 4.7
GRAPH 4.7: RESPONDENTS ON THE BASIS OF NO. OF YEARS SINCE THEY
STARTED READING NEWSPAPERS
STARTED READING NEWSPAPERS IN YEARS
More than 10
yrs
5-10 yrs
2-5 yrs
1-2 yrs
Less than 1
Year
TABLE 4.8: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
INFLUENCE OF FAMILY MEMBERS FOR THEIR NEWSPAPER READING
HABIT
Family Member influence No. of Respondents Percentage
Most Influenced 31 22.30
More Influenced 33 23.74
Influenced 28 20.14
Less influenced 24 17.27
Least influenced 23 16.55
Total 139 100
TABLE 4.9: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
INFLUENCE OF FRIENDS FOR THEIR NEWSPAPER READING HABIT
Friends influence No. of Respondents Percentage
Most Influenced 31 22.30
More Influenced 36 25.90
23
8/8/2019 100 marks TOI
24/87
Influenced 23 16.55
Less influenced 22 15.83
Least influenced 27 19.42
Total 139 100
Table 4.8 explains the influence of Family Members in on reading Newspaper. It is
observed that out of 139 respondents 22.30 per cent are most influenced by family, 23.74
per cent are more influenced, 20.14 per cent are just influenced, 17.27 per cent are less
influenced and 16.55 per cent are least influenced by their families.
Table 4.9 explains the influence of Friends on reading Newspaper, it is observed that out
of 139 respondents 22.30 per cent are most influenced, 25.90 per cent are more
influenced, 16.55 per cent are just influenced, 15.83 per cent are less influenced and
19.42 per cent are least influenced by their friends.
TABLE 4.10: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
INFLUENCE OF PROFESSION FOR THEIR NEWSPAPER READING HABIT
Profession influence No. of Respondents Percentage
Most Influenced 21 15.11
More Influenced 27 19.42
Influenced 29 20.86
Less influenced 35 25.18
Least influenced 27 19.42Total 139 100
TABLE 4.11: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
INFLUENCE OF RELATIVES FOR THEIR NEWSPAPER READING HABIT
Relatives influence No. of Respondents Percentage
Most Influenced 34 24.46
More Influenced 35 25.18
Influenced 24 17.27
Less influenced 25 17.99
Least influenced 21 15.11
Total 139 100
24
8/8/2019 100 marks TOI
25/87
Table 4.10 explains the influence of Profession on reading Newspaper, it is
observed that out of 139 respondents 15.11 per cent are most influenced, 19.42 per cent
are more influenced, 20.86 per cent are just influenced, 25.18 per cent are less influenced
and 19.42 per cent are least influenced by their profession.
Table 4.11 explains the influence of Relatives on reading Newspaper, it is
observed that out of 139 respondents 24.46 per cent are most influenced, 25.18 per cent
are more influenced, 17.27 per cent are just influenced, 17.99 per cent are less influenced
and 15.11 per cent are least influenced by the relatives.
TABLE 4.12: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
INFLUENCE OF SCHOOLS FOR THEIR NEWSPAPER READING HABIT
School influence No. of Respondents PercentageMost Influenced 29 20.86
More Influenced 22 15.83
Influenced 29 20.86
Less influenced 29 20.86
Least influenced 30 21.58
Total 139 100
TABLE 4.13: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
INFLUENCE OF COLLEGE FOR THEIR NEWSPAPER READING HABIT
College influence No. of Respondents Percentage
Most Influenced 32 23.02
More Influenced 31 22.30
Influenced 28 20.14
Less influenced 31 22.30
Least influenced 17 12.23
Total 139 100
TABLE 4.14: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
INFLUENCE OF COMPETITIVE FORCES FOR THEIR NEWSPAPER
READING HABIT
Competitive forces influence No. of Respondents Percentage
Most Influenced 39 28.06
More Influenced 27 19.42
Influenced 21 15.11
25
8/8/2019 100 marks TOI
26/87
Less influenced 35 25.18
Least influenced 17 12.23
Total 139 100
Table 4.12 explains the influence of school on reading Newspaper, it is
observed that out of 139 respondents 20.86 per cent of respondents are Most Influenced ,
15.83 per cent of respondents are more influenced, 20.86 per cent are influenced, 20.86
per cent are less influenced and 21.58 are least influenced by their respective schools.
Table 4.13 explains the influence of College on reading Newspaper; it is
observed that out of 139 respondents 32 respondents say that they are Most Influenced ,
31 respondents are More Influenced, 28 are only influenced, 31 are less influenced and
17 are least influenced by their colleges.
Table 4.14 explains the influence of Competitive Force on reading
Newspaper; it is observed that out of 139 respondents 28.06 percent respondents are
Most Influenced , 19.42 per cent are More Influenced, 15.11 are only influenced, 25.18
are less influenced and 12.23 are least influenced by the competitive forces around
26
8/8/2019 100 marks TOI
27/87
In order to test, Factors that influence Respondents to read News Paper is same, one way
ANOVA is applied.
H0: The Respondents opinion on influences to read Newspaper is same
H1: The Respondents opinion on influences to read Newspaper is different
Table 4.15: FACTORS THAT INFLUENCE READERS TO READ NEWSPAPER
Factors Average Variance
Family Members 2.834532 1.994161Friends 2.841727 2.076217
Profession 3.143885 1.819727Relatives 2.741007 1.961422School 3.064748 2.075487College 2.784173 1.822646Competitive force 2.741007 2.0049
F-Ratio:
Source of Variation Sum Of
Squares
Degrees
of
Freedom
Mean
Sum Of
Squares
Calculated
Value(F)
Tabulated
Value(F
crit)Between Groups 21.56012 6 3.593354 1.828737 2.10795
Within Groups 1898.129 966 1.964937
Total 1919.69 972
Since the calculated value (F=1.828737) is less than the tabulated value
(2.10795), the null hypothesis is accepted. Hence the factors that influence readers to read
Newspaper are same viz., Family Members, Friends, profession, Relatives, School,
College and Competitive force.
It is confirmed with mean scores of the Factors that influence the readers of the
Newspaper, Family Members (2.834532) Friends (2.841727), Profession (3.143885),
Relatives (2.741007), School (3.064748), College (2.784173), Competitive Force
(2.741007)
27
8/8/2019 100 marks TOI
28/87
TABLE 4.16: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
LANGUAGE OF NEWSPAPER READ
Type Of News Paper Read No. of Respondents Percentage
English 62 44.60
Vernacular 11 7.91Both 51 36.69
Anyone 15 10.79
Total 139 100
The details on the Language of newspaper read by the respondents are
shown in the Table 4.16. It is observed that out of 139 respondents, 44.60 percent of
respondents read English news paper, 7.91 percent of respondents read Vernacular
newspaper, 36.69 percent read both the news paper and 10.79 percent of the respondents
read any one news paper.
The above data is shown in Graph 4.16
GRAPH 4.16: RESPONDENTS ON THE BASIS OF NEWSPAPERS LANGUAGE
LANGUAGE OF NEWSPAPER READ
Both
Vernacular
English
Anyone
28
8/8/2019 100 marks TOI
29/87
Chi-Square test is applied to test the respondents Occupation and the language of
Newspaper read
H0: There is no significant relationship between Occupation and the type of Newspaper
read.
H1: There is a significant relationship between Occupation and the type of Newspaper
read.
TABLE 4.17: OCCUPATION OF RESPONDENTS AND THE LANGUAGE OF
NEWSPAPER THEY READ
Type of News Paper read
Occupation English Vernacular Both Any One Total
Student 21 14 17 10 62
Business Man 1 1 5 4 11
Government Job 8 20 18 5 51
White Collar-MNC 1 7 7 0 15
Total 31 42 47 19 139
CHI-SQUARE TEST 21.742*
Phi test 0.395*
Cramers V test 0.228*
Since the calculated value 21.742 is statistically not significant at 5 percent, the
null hypothesis is not accepted. Therefore it is concluded that there is a significant
relationship between the occupation of the respondents and the type of news paper that
they read. It is also observed from the phi and Cramers V test that there is a moderate
relationship between the above said items. The values are also statistically significant.
TABLE 4.18: ANNUAL FAMILY INCOME OF RESPONDENTS AND THE
LANGUAGE OF NEWSPAPER THEY READ
29
8/8/2019 100 marks TOI
30/87
CHI-SQUARE TEST:
Chi-Square test is applied to test the respondents Annual Family Income and the
language of Newspaper read
H0: There is no significant relationship between respondents Annual Family Income and
the type of Newspaper read.
H1: There is a significant relationship between respondents Annual Family Income and
the type of Newspaper read.
Type of News Paper read
Income English Vernacula
r
Both Any one Total
< 1 lakh 15 23 15 9 62
1-3 lakh 2 5 2 2 11
3-5 lakh 12 17 9 13 51
> 5 lakh 2 8 4 1 15
Total 31 53 30 25 139
CHI-SQUARE TEST 6.029*
Phi test 0.208*
Cramers V test 0.120*
The calculated chi-square value 6.029 is statistically significant at 0.05 level and the null
hypothesis is accepted. Hence the Annual income of the Family of the respondents and
the type of News paper read is not related. It is also observed from the phi and Cramers
V test that there is a low level of relationship between types of news paper read and the
respondents annual family income. The values are also statistically significant
CHI-SQUARE TEST:
Chi-Square test is applied to test the respondents habit of reading newspaper in term of
years and the language of Newspaper read
30
8/8/2019 100 marks TOI
31/87
H0: There is no significant relationship between respondents habit of reading newspaper
in term of years and the language of Newspaper read.
H1: There is a significant relationship between respondents habit of reading newspaper
in term of years and the language of Newspaper read.
TABLE 4.19: HABIT OF READING NEWSPAPER IN TERM OF YEARS AND
THE LANGUAGE OF NEWSPAPER READ
Type of News Paper read
Income English Vernacular Both Any one Total
< 1 lakh 9 13 21 10 9
1-3 lakh 3 2 4 2 0
3-5 lakh 7 17 17 7 3
> 5 lakh 2 4 8 1 0
Total 21 36 50 20 12
CHI-SQUARE TEST 10.602*
Phi test 0.276*
Cramers V test 0.159*
Since the calculated value 10.602 is statistically significant at 5 percent, thus the null
hypothesis is accepted. Therefore the habit of reading newspaper in terms of years of the
respondents and the type of News paper read is not related. It is also observed from the
phi and Cramers V test that there is a moderate relationship between the above said
items. The values are also statistically significant
TABLE 4.20: RESPONDENTS OPINION ON THE BASIS OF ENGLISH DAILY
READ
Type Of News Paper Read No. of Respondents Percentage
Indian Express 30 21.58
The Hindu 53 38.13
The Times Of India 24 17.27
Deccan Chronicle 21 15.11
31
8/8/2019 100 marks TOI
32/87
Others English Daily 11 7.91
Total 139 100
Table 4.20 explains the English Daily preferred by the respondents. It is observed that out
of 139 respondents, 21.58 per cent of respondents read Indian Express, 38.13 per cent
read The Hindu, 17.27 percent read The Times of India, and 15.11 percent read Deccan
Chronicle and 7.91 percent other English Daily.
The above data is shown in Graph 4.20
GRAPH 4.20: RESPONDENTS ON THE BASIS OF THE ENGLISG DAIRY
READ BY THE READERS
ENGLICH DAIRY READ
Others
Deccan
Chronicle
The Times Of
IndiaThe Hindu
Indian
Express
CHI-SQUARE TEST:
H0: There is no significant relationship between age of respondent and English Daily
read.
H1: There is a significant relationship between age of respondent and English Daily read
32
8/8/2019 100 marks TOI
33/87
TABLE 4.21: AGE OF RESPONDENTS AND THE ENGLISH DAILY THEY
READ
English Daily Read
Indian
Express
Hindu TOI Deccan
Chronicle
Other Total
< 15 Years 3 6 3 1 3 16
15 25 Years 18 25 6 7 4 60
25 40 Years 7 18 12 7 3 47
> 40 Years 2 4 3 6 1 16
Total 30 53 24 21 11 139
CHI-SQUARETEST
17.573*
Phi test 0.356*
Cramers V test 0.206*
Since the calculated value 17.573 statistically significant at 5 per cent, therefore the null
hypothesis is accepted. Hence the English daily read and the Age of respondent is not
related. It is also observed from the phi and Cramers V test that there is a moderate
relationship between the above said items. The values are also statistically significant
CHI-SQUARE TEST:
Chi-Square test is applied to test the respondents Occupation and the English Daily read
H0: There is no significant relationship between Occupation and the English Daily read
TABLE 4.22: OCCUPATION OF RESPONDENTS AND THE ENGLISH DAILY
THEY READ
33
8/8/2019 100 marks TOI
34/87
English Daily Read
Indian
Express
Hindu TOI Deccan
Chronicle
Other Total
Student 9 12 3 4 3 31
Businessman 8 15 9 8 2 42
Government Job 11 18 9 7 2 47
White-Collar MNC 2 8 3 2 4 19
Total 30 53 24 21 11 139
CHI-SQUARE TEST 10.178*
Phi test 0.271*
Cramers V test 0.156*
Since the calculated value 10.178 is less than the tabulated value (21.03) at 5 percent of
significance, the null hypothesis is accepted. Therefore the English daily read and the
Occupation of respondent is not related. It is also observed from the phi and Cramers V
test that there is a moderate relationship between the above said items. The values are
also statistically significant
CHI-SQUARE TEST:
Chi-Square test is applied to test the respondents Annual Family Income and the English
Daily read
H0: There is no significant relationship between Annual Family income and the English
Daily read
H1: There is significant relationship between Annual Family income and the English
Daily read
34
8/8/2019 100 marks TOI
35/87
TABLE 4.23: ANNUAL FAMILY INCOME OF RESPONDENTS AND THE
ENGLISH DAILY THEY READ
English Daily Read
Annual Income Indian
Express
Hindu TOI Deccan
Chronicle
Other Total
< 1 Lakh 8 14 4 3 2 31
1 3 Lakh 15 17 5 13 3 53
3 5 Lakh 5 12 6 4 3 30
> 5 Lakh 2 10 9 1 3 25
Total 30 53 24 21 11 139
CHI-SQUARE TEST 19.175*
Phi test 0.371*
Cramers V test 0.214*
Since the calculated value 19.175 is less than the tabulated value: 21.03 at 5 percent of
significance, the null hypothesis is accepted. Hence the English daily read and the Annual
Family income of respondent is not related. It is also observed from the phi and Cramers
V test that there is a moderate relationship between the above said items. The values are
also statistically significant
CHI-SQUARE TEST
Chi-Square test is applied to test the respondents Frequency of Reading Newspaper
and the English Daily read
H0: There is no significant relationship between Frequency of News Paper Read and the
English Daily read
H1: There is significant relationship between Frequency of News Paper Read and the
English Daily read
35
8/8/2019 100 marks TOI
36/87
TABLE 4.24: RESPONDENTS FREQUENCY OF READING NEWSPAPER AND
ENGLISH DAILY THEY READ
English Daily Read
Frequency Of News
Paper Read
Indian
Express
Hindu TOI Deccan
Chronicle
Other Total
Regularly 19 37 10 9 8 83
Occasionally 11 16 14 12 3 56
Total 30 53 24 21 11 139
CHI-SQUARE TEST 8.914*
Phi test 0.253*
Cramers V test 0.253*
Since the calculated value 8.914 is less than the tabulated value: 9.49 at 5 percent of
significance we reject the null hypothesis. Hence the English daily read and the Annual
Family income of respondent is related. It is also observed from the phi and Cramers V
test that there no relationship between the above said items. The values are also
statistically significant
CHI-SQUARE TEST:
Chi-Square test is applied to test the respondents language of Newspaper read and
number of years since they started reading news paper
H0: There is no significant relationship between language of Newspaper read and number
of years since they started reading news paper
H1: There is significant relationship between language of Newspaper read and number of
years since they started reading news paper
36
8/8/2019 100 marks TOI
37/87
TABLE 4.25: READING HABIT OF RESPONDENTS INTERMS OF YEARS
AND ENGLISH DAILY THEY READ
Since the calculated value 11.245 is more than the critical value, the null hypothesis is
not accepted. Therefore the language of Newspaper read and number of years since they
started reading news paper are not related. It is also observed from the phi and Cramers
V test that there is a no significant relationship between the above said items.
TABLE 4.26: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
PREFERRED PAGE IN THE NEWS PAPER
Type Of News Paper Read No. of Respondents Percentage
Sports 23 16.55
Political 33 23.74Film 28 20.14
Business 17 12.23
Supplements 15 10.79
Only Advertisements 10 7.19
No Preference 6 4.32
Others 7 5.04
Years Indian
Express
Hindu TOI Deccan
Chronicle
Other Total
< 1 year 6 7 5 3 0 21
1-2 years 7 16 4 7 2 36
2-5 years 12 16 5 5 7 50
5-10 years 3 9 3 3 1 20
> 10 years 2 5 3 3 1 12
Total 30 53 21 21 11 139CHI-SQUARE TEST 11.245*
Phi test 0.284*
Cramers V test 0.142*
37
8/8/2019 100 marks TOI
38/87
Total 139 100
Table 4.26 shows details of the page preferred by the respondents in newspaper. It is
observed that out of 139 respondents, 16.55 per cent respondents prefer sports page,
23.74 per cent prefers political page, 20.14 per cent readers prefer film, and 12.23 per
cent respondents like business page, 10.79 per cent of readers like the supplement issue,
and 7.19 per cent only looks for advertisements and 4.32 have no preferences. Remaining
5.04 per cent respondents have other preferences like editorial page, some specific
columns in the paper etc.
The above data is shown in Graph 4.26
GRAPH 4.26: RESPONDENTS ON THE BASIS OF THEIR PREFERENCE OF
PAGES IN THE NEWSPAPERS
PREFERENCE OF PAGES
Only
Advertiseme
nt
No
PreferenceOthers
Supplements
Business Film
Political
Sports
TABLE 4.27: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
IMPORTANCE OF NEWS PAPER ON THE BASIS OF UPDATING
KNOWLEDGE
38
8/8/2019 100 marks TOI
39/87
TABLE 4.28: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
IMPORTANCE OF NEWS PAPER ON THE BASIS OF PRESENTATION OF
NEWS
TABLE 4.29: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
IMPORTANCE OF NEWS PAPER ON THE BASIS OF ISSUES ROSE
Details of Updating Knowledge No. of Respondents Percentage
Excellent 16 11.51
Good 21 15.11
Satisfactory 32 23.02
Poor 51 36.69Very poor 19 13.67
Total 139 100
Presentation of News No. of Respondents Percentage
Excellent 11 7.91
Good 17 12.23
Satisfactory 26 18.71
Poor 43 30.94
Very poor 42 30.22
Total 139 100
39
8/8/2019 100 marks TOI
40/87
Table 4.27 explains respondents preferred Newspaper in terms of Updating
Knowledge, it is observed that out of 139 respondents 11.51per cent feel that their
preferred paper is Excellent, 15.11 per cent feel that its Good, 23.02 per cent are Satisfied
with their paper, 36.69 per cent feel that its poor and 13.67 per cent respondents say that
its Very poor
Table 4.28 explains respondents preferred Newspaper in terms of
Presentation of News, it is observed that out of 139 respondents 7.91 per cent feel that
their preferred paper is Excellent in terms of Presentation, 12.23 per cent feel that its
Good, 18.71 per cent are Satisfied with the presentation style, 30.94 per cent feel that its
poor and 30.22 per cent respondents say that its Very poor
Table 4.29 explains respondents preferred Newspaper in terms of Issues
Rose, it is observed that out of 139 respondents 6.47 per cent feel that their preferred
paper is Excellent in terms of Raising Various Issues, 9.35 per cent feel that its Good,19.42 per cent are Satisfied, 33.81 per cent feel that its poor and 30.94 per cent
respondents say that its Very poor
Issues Raised by the Paper No. of Respondents Percentage
Excellent 9 6.47
Good 13 9.35
Satisfactory 27 19.42
Poor 47 33.81
Very poor 43 30.94
Total 139 100
40
8/8/2019 100 marks TOI
41/87
TABLE 4.30: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
IMPORTANCE OF NEWS PAPER ON THE BASIS OF PRESENTING FACTS
TABLE 4.31: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
IMPORTANCE OF NEWS PAPER ON THE BASIS OF SUPPORTING HUMAN
RIGHTS
TABLE 4.32: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
IMPORTANCE OF NEWS PAPER ON THE BASIS OF SUPPLIMENTS THEY
BRING OUT
Presenting facts by paper No. of Respondents Percentage
Excellent 11 7.91Good 29 20.86
Satisfactory 45 32.37
Poor 48 34.53
Very poor 6 4.32
Total 139 100
Supporting human rights No. of Respondents Percentage
Excellent 18 12.95
Good 19 13.67
Satisfactory 24 17.27
Poor 44 31.65
Very poor 34 24.46
Total 139 100
41
8/8/2019 100 marks TOI
42/87
Table 4.30 explains respondents preferred Newspaper in terms of presenting
facts, it is observed that out of 139 respondents 7.91 per cent feel that their preferred
paper is Excellent in terms of Presenting Facts, 20.86 per cent feel that its Good, 32.37
per cent are Satisfied, 34.53 per cent feel that its poor and 4.32 per cent respondents say
that its Very poor
Table 4.31 explains respondents preferred Newspaper in terms of
supporting Human Rights it is observed that 12.95 per cent feel that their preferred paper
is Excellent in terms of Supporting Human Rights, 17.27 per cent feel that its Good,
31.65 per cent are Satisfied, 24.46 per cent feel that its poor and 24.46 per cent
respondents say that its Very poor
Table 4.32 explains respondents preferred Newspaper in terms of
Supplements they Bring out, it is observed that, 10.07 per cent feel that their preferred
paper is Excellent in terms of bringing Supplements, 23.74 per cent feel that its Good,
25.90 per cent are Satisfied, 30.94 per cent feel that its poor and 9.35 per cent
respondents say that its Very poor
TABLE 4.33: CLASSIFICATION OF RESPONDENTS ON THE BASIS OFIMPORTANCE OF NEWS PAPER ON THE BASIS OF PAPER QUALITY
Supplement issues the newspaper
come up with
No. of
Respondents
Percentage
Excellent 14 10.07
Good 33 23.74
Satisfactory 36 25.90
Poor 43 30.94
Very poor 13 9.35
Total 139 100
42
8/8/2019 100 marks TOI
43/87
8/8/2019 100 marks TOI
44/87
Table 4.33 explains respondents preferred Newspaper in terms of Paper
Quality, it is observed that 18.71 per cent feel that their preferred paper is Excellent in
terms of Paper Quality, 38.85 per cent feel that its Good, 19.42 per cent are Satisfied,
14.39 per cent feel that its poor and 8.63 per cent respondents say that its Very poor
Table 4.34 explains respondents preferred Newspaper in terms of Paper
Layout, it is observed that 18.71 per cent feel that their preferred paper is Excellent in
terms of Paper Layout, 26.62 per cent feel that its Good, 30.94 per cent are Satisfied,
14.39 per cent feel that its poor and 9.35 per cent respondents say that its Very poor
Table 4.35 explains respondents preferred Newspaper in terms of Type &
Font used, it is observed that out of 139 respondents 31 respondents feel that their
preferred paper is Excellent in terms of Type & Font used, 37 respondents feel that its
Good, 47 respondents are Satisfied, 18 respondents feel that its poor and 6 respondents
say that its Very poor
TABLE 4.36: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
THEIR PREFERENCE OF COLOR PAGES IN THE NEWSPAPER
Type and size of font used No. of Respondents Percentage
Excellent 31 22.30
Good 37 26.62
Satisfactory 47 33.81
Poor 18 12.95
Very poor 6 4.32
Total 139 100
44
8/8/2019 100 marks TOI
45/87
TABLE 4.37: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
THEIR PREFERENCE OF CLARITY IN THE PICTURE IN NEWSPAPERS
TABLE 4.38: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
THEIR PREFERENCE ABOUT OVERALL NEWSPAPER QUALITY
Color pages in newspaper No. of Respondents Percentage
Excellent 44 31.65
Good 27 19.42
Satisfactory 36 25.90
Poor 23 16.55
Very poor 9 6.47
Total 139 100
Color pages in newspaper No. of Respondents Percentage
Excellent 52 37.41
Good 39 28.06
Satisfactory 21 15.11
Poor 18 12.95
Very poor 9 6.47
Total 139 100
45
8/8/2019 100 marks TOI
46/87
Table 4.36 explains respondents preferred Newspaper in terms of Colour
Pages included, it is observed that 31.65 per cent of respondents feel that their preferred
paper is Excellent in terms of Colour Pages included in the News Print, 19.42 per cent
feel that its Good, 25.90 per cent are Satisfied, 16.55 per cent feel that its poor and 6.47
per cent respondents say that its Very poor
Table 4.37 explains respondents preferred Newspaper in terms of Clarity in
Picture, it is observed that 37.41 per cent feel that their preferred paper is Excellent in
terms of Clarity of Picture, 28.06 per cent feel that its Good, 15.11 per cent are Satisfied,
12.95 per cent feel that its poor and 6.47 per cent respondents say that its Very poor
Table 4.38 explains satisfaction level among the respondents in terms of
Overall News Paper Quality included, it is observed that 33.09 per cent of respondents
feel that their preferred paper is Excellent in terms of Overall Quality, 23.02 per cent feel
that its Good, 20.86 per cent are Satisfied, 13.67 per cent feel that its poor and 9.35 per
cent respondents say that its Very poor
Overall newspaper quality No. of Respondents Percentage
Excellent 46 33.09
Good 32 23.02
Satisfactory 29 20.86
Poor 19 13.67
Very poor 13 9.35
Total 139 100
46
8/8/2019 100 marks TOI
47/87
TABLE 4.39: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
THEIR PREFERENCE ABOUT NEWSPAPER CONFESSING THEIR
MISTAKES
TABLE 4.40: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
RELIABILITY OF INFORMATION PROVIDED
TABLE 4.41: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
ACCURACY OF INFORMATION PROVIDED
Confessing mistakes done No. of Respondents PercentageExcellent 42 30.22
Good 32 23.02
Satisfactory 27 19.42
Poor 25 17.99
Very poor 13 9.35
Total 139 100
Reliability of information No. of Respondents Percentage
Excellent 48 34.53
Good 38 27.34
Satisfactory 19 13.67
Poor 22 15.83
Very poor 12 8.63
Total 139 100
47
8/8/2019 100 marks TOI
48/87
Table 4.39 explains satisfaction level among the respondents in terms of
their preferred Newspaper in terms of Confessing the mistakes, it is observed that 30.22
per cent of respondents feel that their preferred paper is Excellent in terms of Overall
Quality, 23.02 per cent feel that its Good, 20.86 per cent are Satisfied, 13.67 per cent feel
that its poor and 9.35 per cent respondents say that its Very poor
Table 4.40 explains satisfaction level among the respondents in terms of
Reliability of Information their preferred Newspaper provided, it is observed that 34.53
per cent of respondents feel that their preferred paper is Excellent in terms of Reliable
Information they provide, 27.34 per cent feel that its Good, 13.67 per cent are Satisfied,
15.83 per cent feel that its poor and 8.63 per cent respondents say that its Very poor
Table 4.41 explains satisfaction level among the respondents in terms of
Accuracy of preferred Newspaper, it is observed that 33.09 per cent of respondents feel
that their preferred paper is Excellent in terms of Accuracy of information provided,
34.53 per cent feel that its Good, 15.83 per cent are Satisfied, 10.79 per cent feel that its
poor and 5.76 per cent respondents say that its Very poor
TABLE 4.42: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
ACCURATE SERVICE PROVIDED BY THE NEWSPAPER
Accuracy of information No. of Respondents Percentage
Excellent 46 33.09
Good 48 34.53
Satisfactory 22 15.83
Poor 15 10.79
Very poor 8 5.76
Total 139 100
48
8/8/2019 100 marks TOI
49/87
TABLE 4.43: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
PROMPT SERVICE PROVIDED
TABLE 4.44: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
KEEPING UP THE PROMISE MADE BY THE PAPER
Accurate service No. of Respondents Percentage
Excellent 40 28.78
Good 50 35.97
Satisfactory 22 15.83
Poor 17 12.23
Very poor 10 7.19
Total 139 100
Prompt service No. of Respondents Percentage
Excellent 45 32.37
Good 42 30.22
Satisfactory 14 10.07
Poor 21 15.11
Very poor 17 12.23Total 139 100
49
8/8/2019 100 marks TOI
50/87
Table 4.42 explains satisfaction level among the respondents in terms of
Accurate Service Provided by the Newspaper, it is observed that out of 139 respondents
40 are highly satisfied and rated excellent in the services provided, 50 respondents feel
that its Good, 22 respondents are Satisfied, 17 respondents feel that its poor and 10
respondents say that its Very poor
Table 4.43 explains satisfaction level among the respondents in terms of
Prompt Service Provided by the Newspaper, it is observed that 32.37 per cent feel that
their preferred paper is Excellent in prompt Service, 30.22 rated as good, 10.07 per cent
respondents are Satisfied, 15.11 percent respondents feel that its poor and 12.23 per cent
respondents say that its Very poor
Table 4.44 explains satisfaction level among the respondents in terms of
Keeping up the promise, it is observed that out of 139 respondents 45 respondents feel
that their preferred paper is Excellent in Keeping promises, 40 respondents rated good, 27
respondents are Satisfied, 17 respondents feel that its poor and 10 respondents say that
its Very poor
TABLE 4.45: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
CLARIFICATION OF DOUBTS
Keeping up promises made No. of Respondents Percentage
Excellent 45 32.37
Good 40 28.78
Satisfactory 27 19.42
Poor 17 12.23
Very poor 10 7.19
Total 139 100
50
8/8/2019 100 marks TOI
51/87
Table 4.45 explains satisfaction level among the respondents in terms of their preferred
Newspaper in terms of Clarifying Doubts promise, it is observed that out of 139
respondents 46 respondents feel that their preferred paper is Excellent in Clarifying
Doubts, 20 respondents rated good, 32 respondents are Satisfied, 29 respondents feel that
its poor and 12 respondents say that its Very poor
TABLE 4.46: MEAN SCORE AND ITS STANDARD DEVIATION OF THE
ATTRIBUTES OF NEWSPAPERS
Clarifying doubts No. of Respondents Percentage
Excellent 46 33.09
Good 20 14.39
Satisfactory 32 23.02
Poor 29 20.86
Very poor 12 8.63
Total 139 100
51
8/8/2019 100 marks TOI
52/87
ATTRIBUTES OF NEWSPAPERS MEANSTANDARD
DEVIATION
Updating Knowledge 3.26 1.21
Presentation of news 3.63 1.25Issues Raised 3.73 1.18
Presenting Facts 3.06 1.02
Supporting Human Rights 3.41 1.34
Supplements 3.06 1.15
Paper quality 2.55 1.20
Newspaper layout 2.69 1.20
Type and Size of Font 2.50 1.11
No. of Color Pages included 2.47 1.27
Clarity in Pictures 2.23 1.26
Overall Newspaper Quality 2.49 1.32
Confessing Mistakes 2.53 1.34
Reliable Information 2.47 1.33
Accurate Information 2.49 1.18
Accurate Service 2.73 1.22
Prompt Service 2.46 1.39
Keeping the Promise 3.33 1.25
Clarifying Doubts 2.58 1.36
Table 4.46 denotes the mean score of attributes of newspaper which the readers
prefer. It is observed that there is no variables which give highest satisfaction to the
reader as none of these variables have mean score greater than 4.5 and less than 5. This
52
8/8/2019 100 marks TOI
53/87
proves that alone editorial driven factors do not give complete satisfaction to the readers,
they want more.
Next comes the variables that provide satisfaction to the readers, as there mean
score lies between 3.5 and 4.5. These variables are: Updating Knowledge, Presentation of
news, and Issues Raised by the newspapers.
Factors with mean score between 2.5 and 3.5 are just acceptable by the readers,
they are not very satisfied but these parameters are manageable for them. They are:
Presenting Facts, Supporting Human Rights, Keeping the Promise, Supplements, Paper
quality, Newspaper layout, Clarifying Doubts, Reliable Information, Accurate
Information, Accurate Service, Prompt Service, Confessing Mistakes, Overall Newspaper
Quality and Type and Size of Font used in the newspapers.
Certain factors are dissatisfactory for the readers of newspapers. These factors
need to be taken care of. The mean score of these variables lie within the range of 1.5 and
2.5. These factors are listed as: No. of Color Pages included and Clarity in Pictures.
Lastly, few factors result in high dissatisfaction to the readers. According to the
responses for this study, there is no such factor exists. As the mean score of all factors lie
above 1.5, thus the newspapers can retain them by improving upon above mentioned
factors.
TABLE 4.47: KM0 AND BRATLETTS TEST
Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.718
53
8/8/2019 100 marks TOI
54/87
8/8/2019 100 marks TOI
55/87
Loadings Loadings
Component Total% of
Variance
Cumulative
%Total
% of
Variance
Cumulative
%
1 3.981 20.950 20.950 3.736 19.663 19.663
2 3.495 18.394 39.344 3.590 18.894 38.557
3 1.915 10.077 49.421 1.679 8.835 47.391
4 1.419 7.469 56.890 1.395 7.342 54.733
5 1.199 6.311 63.201 1.315 6.922 61.656
6 1.104 5.811 69.011 1.254 6.602 68.258
7 1.017 5.355 74.366 1.160 6.108 74.366
The PCA extracted seven factors, which describes the readers satisfaction of
reading newspaper through the varimax rotation method and the extracted factors
accounted 74.366 per cent (Table 4.48) variance and clearly indicates that the above
variables (19 items) are important to explain the readers satisfaction level from editorial
factors of any newspaper.
TABLE 4.49: ATTRIBUTES OF THE NEWSPAPER TO ITS READERS
ATTRIBUTESFACTOR
SCOREALPHA
EIGEN
VALUE
Quality of news in the Newspaper .9648 3.981
Overall Newspaper Quality 0.967
Confessing Mistakes 0.966
Reliable Information 0.937
55
8/8/2019 100 marks TOI
56/87
8/8/2019 100 marks TOI
57/87
Factor 4: Additional services indicate the parameters like Presenting Facts and
Supplements the newspapers come out with. The variance percentage is 7.342 per cent
and its internal consistency value is just .3640 which is less than suggested level. Thus, it
has been concluded that they are very less reliable attributes.
Factor 5: Knowledge and awareness to reader like presenting news in the paper,
Issues raised by the newspaper and Updating Knowledge of the reader are also very less
significant parameters as the internal consistency value is just .3728 and the percentage of
variance is 6.922 per cent.
Factor 6: Appearance of the newspaper indicates parameters like Clarity in the
pictures of newspaper and Paper quality. These factors are also not significant according
to the respondents as the internal consistency is just .1612 which is very less than
suggested level value and this factor attributes to the variance level of 6.602 per cent.
Finally factor 7: Other factors include factors like Color pages in the newspaper
and supporting human rights have no affect at all. The internal consistency is negative i.e.
-.1043 and the variance is 6.108 per cent.
57
8/8/2019 100 marks TOI
58/87
58
Quality ofnews in theNewspaper
Knowledgeand awarenessto reader
Outlook ofthenewspaper
Additionalservices
Appearanceof the
newspaper
Otherfactors
Serviceprovided bynewspaper
Satisfactionof
readers
.850*.100
.54
-.63
.210**
-.29
.04
8/8/2019 100 marks TOI
59/87
TABLE 4.50: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
PREFERRED NEWS PAPERS REPUTATION IN THE MARKET
Reputation of paper No. of Respondents Percentage
Excellent 42 30.22
Good 43 30.94
Satisfactory 26 18.71
Poor 17 12.23
Very poor 11 7.91
Total 139 100
TABLE 4.51: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
PREFERRED NEWS PAPERS AVAILABILITY IN THE MARKET
TABLE 4.52: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
PREFERRED NEWS PAPERS READER FRIENDLINESS
Availability of paper No. of Respondents Percentage
Excellent 48 34.53
Good 47 33.81
Satisfactory 18 12.95
Poor 14 10.07
Very poor 12 8.63
Total 139 100
59
Quality ofnews in theNewspaper
Knowledgeand awarenessto reader
Outlook ofthenewspaper
Additionalservices
Appearanceof the
newspaper
Otherfactors
Serviceprovided bynewspaper
Loyaltyof
readers
.780*.088
.083
-.044
.200**
-.026
-.01
8/8/2019 100 marks TOI
60/87
Table 4.50 explains satisfaction level among the respondents in terms of
Reputation of Newspaper in the market, it is observed that out of 139 respondents 42
respondents feel that their preferred paper is Excellent in reputation , 43 respondents
rated good, 26 respondents are Satisfied, 17 respondents feel that its poor and 11
respondents say that its Very poor
Table 4.51 explains satisfaction level among the respondents in terms of
Availability of News Paper in the Market, it is observed that out of 139 respondents 48
respondents feel that their preferred paper is Excellent in availability, 47 respondents
rated good, 18 respondents are Satisfied, 14 respondents feel that its poor and 12
respondents say that its Very poor
Table 4.52 explains satisfaction level among the respondents in terms of
Reader Friendliness of the News Paper they prefer, it is observed that 36.69 percent of
respondents feel that their preferred paper is Excellent in Reader Friendliness, 25.18 per
cent respondents rated good, 23.74 percent respondents are Satisfied, 7.19 per cent of
respondents feel that its poor and 7.19 respondents say that its Very poor
TABLE 4.53: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
PREFERRED NEWS PAPERS OVERALL PRODUCT QUALITY
Reader friendliness No. of Respondents Percentage
Excellent 51 36.69
Good 35 25.18
Satisfactory 33 23.74
Poor 10 7.19
Very poor 10 7.19
Total 139 100
60
8/8/2019 100 marks TOI
61/87
TABLE 4.54: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
PREFERRED NEWS PAPERS IN CATERING TO A FAMILY NEED
TABLE 4.55: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
PREFERRED NEWS PAPERS ACCORDING TO ITS GOODWILL AND TRUST
BUILDING IN THE MARKET
Overall product quality No. of Respondents Percentage
Excellent 41 29.50
Good 38 27.34
Satisfactory 26 18.71
Poor 27 19.42
Very poor 7 5.04
Total 139 100
Catering family needs No. of Respondents Percentage
Excellent 53 38.13
Good 38 27.34
Satisfactory 19 13.67
Poor 15 10.79
Very poor 14 10.07
Total 139 100
61
8/8/2019 100 marks TOI
62/87
Table 4.53 explains satisfaction level among the respondents in terms of
Overall Product Quality, it is observed that out of 139 respondents 41 respondents feel
that their preferred paper is Excellent in Overall Product quality, 38 respondents rated
good, 26 respondents are Satisfied, 27 respondents feel that its poor and 7 respondents
say that its Very poor
Table 4.54 explains satisfaction level among the respondents in terms of
Catering to Family Need, it is observed that out of 139 respondents 53 respondents feel
that their preferred paper is Excellent in catering to Family need of Respondents, 38
respondents rated good, 19 respondents are Satisfied, 15 respondents feel that its poor
and 14 respondents say that its Very poor
Table 4.55 explains satisfaction level among the respondents in terms of
Good Will & Trust that the respondents News Paper has built, it is observed that out of
139 respondents 52 respondents feel that their preferred paper is Excellent in Building
trust & Good Will, 47 respondents rated good, 19 respondents are Satisfied, 14
respondents feel that its poor and 7 respondents say that its Very poor
H0: The features preferred by the respondents are same in comparison to other
newspapers.
H1: The features preferred by the respondents are different in comparison to other
newspapers
Goodwill & building trust in
market
No. of
Respondents
Percentage
Excellent 52 37.41
Good 47 33.81
Satisfactory 19 13.67
Poor 14 10.07
Very poor 7 5.04
Total 139 100
62
8/8/2019 100 marks TOI
63/87
Table 4.56: PREFEERED FEATURES OF RESPONDENTS
Factors Average Variance
Reputation in market 2.3669 1.5673
Availability 2.2446 1.6064
Readers friendly 2.2302 1.4973Overall product quality 2.4317 1.5370
Complete Family need 2.2734 1.7943
Goodwill & Building trust 2.1151 1.3635
F-Ratio:
Source of Variation Sum Of
Squares
Degrees
of
Freedom
Mean
Sum Of
Squares
Calculated
Value(F)
Tabulated
Value(F
crit)
Between Groups 8.543 5 1.709 1.095 2.225
Within Groups 1292.475 828 1.561Total 1301.018 833
Since the calculated value (F=1.095) is less than the tabulated value (2.225), the null
hypothesis is accepted. Hence the preferred features in newspaper by the respondents are
same.
It is confirmed with mean scores of preferred features in newspaper is Reputation in
market (2.3669), Availability (2.2446), Readers friendly (2.2302), Overall product
quality (2.4317), Complete Family need (2.2734) and Goodwill & Building trust (2.1151)
is same.
TABLE 4.57: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
COVERAGE OF LOCAL NEWS
63
8/8/2019 100 marks TOI
64/87
TABLE 4.58: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
COVERING REGIONAL NEWS
TABLE 4.59: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
COVERING NATIONAL NEWS
Coverage of local news No. of Respondents Percentage
Excellent 43 30.94
Good 43 30.94
Satisfactory 23 16.55
Poor 16 11.51
Very poor 14 10.07
Total 139 100
Coverage of regional news No. of Respondents Percentage
Excellent 56 40.29
Good 34 24.46
Satisfactory 24 17.27
Poor 14 10.07
Very poor 11 7.91Total 139 100
64
8/8/2019 100 marks TOI
65/87
Table 4.57 explains satisfaction level among the respondents in terms of
Coverage Of Local News in their preferred Newspaper, it is observed that 30.94 percent
of respondents feel that their preferred paper is Excellent in Coverage of Local News,
30.94 percent feel that Coverage is good, 16.55 percent respondents are Satisfied with the
Local News, 11.51 respondents feel that its poor and 10.07 respondents say that its Very
poor
Table 4.58 explains satisfaction level among the respondents in terms of
Coverage Of Regional News in their preferred Newspaper, it is observed that out of 139
respondents 56 feel that their preferred paper is Excellent in Coverage of Regional News,
34 feel that Coverage is good, 24 respondents are Satisfied with the Regional News, 14
respondents feel that its poor and 11 respondents say that its Very poor
Table 4.59 explains satisfaction level among the respondents in terms of
Coverage Of National News in their preferred Newspaper, it is observed that out of 30.94
percent of respondents feel that their preferred paper is Excellent in Coverage of National
News, 32.37 percent feel that Coverage is good, 17.27 percent respondents are Satisfied
with the National News, 10.79 respondents feel that its poor and 8.63 respondents say
that its Very poor
TABLE 4.60: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
COVERING INTERNATIONAL NEWS
Coverage of national news No. of Respondents Percentage
Excellent 43 30.94
Good 45 32.37
Satisfactory 24 17.27
Poor 15 10.79
Very poor 12 8.63
Total 139 100
65
8/8/2019 100 marks TOI
66/87
TABLE 4.61: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
COVERING SPORTS NEWS
TABLE 4.62: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
COVERING POLITICAL NEWS
Coverage of international news No. of Respondents Percentage
Excellent 48 34.53
Good 37 26.62
Satisfactory 28 20.14
Poor 13 9.35
Very poor 13 9.35
Total 139 100
Coverage of sports news No. of Respondents Percentage
Excellent 48 34.53
Good 45 32.37
Satisfactory 25 17.99
Poor 16 11.51
Very poor 5 3.60Total 139 100
66
8/8/2019 100 marks TOI
67/87
Table 4.60 explains satisfaction level among the respondents in terms of
Coverage Of International News in their preferred Newspaper, it is observed that out of
139 respondents 48 feel that their preferred paper is Excellent in Covering International
News, 37 feel that Coverage is good, 28 respondents are Satisfied with the International
News, 13 respondents feel that its poor and 13 respondents say that its Very poor
Table 4.61 explains satisfaction level among the respondents in terms of
Coverage Of Sports News in their preferred Newspaper, it is observed that out of 34.53
percent of respondents feel that their preferred paper is Excellent in Coverage of Sports
News, 32.37 percent feel that Coverage is good, 17.99 percent respondents are Satisfied
with the Sports News, 11.51 respondents feel that its poor and 3.60 respondents say that
its Very poor
Table 4.62 explains satisfaction level among the respondents in terms of
Coverage Of Political News in their preferred Newspaper, it is observed that out of 139
respondents 58 feel that their preferred paper is Excellent in Covering Political News, 48
feel that Coverage is good, 18 respondents are Satisfied with the Political News, 10
respondents feel that its poor and 5 respondents say that its Very poor
TABLE 4.63: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE
COVERING FILM HULCHUL
Coverage of political news No. of Respondents Percentage
Excellent 58 41.73
Good 48 34.53
Satisfactory 18 12.95
Poor 10 7.19
Very poor 5 3.60
Total 139 100
67
8/8/2019 100 marks TOI
68/87
TABLE 4.64: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
BRINGING OUT SUPPLIMENTS (EDUCATION, HEALTH, WOMEN)
Table 4.63 explains satisfaction level among the respondents in terms of
Coverage Of Filmi Hulchul News in their preferred Newspaper, it is observed that 42.45
respondents feel that their preferred paper is Excellent in Covering Filmi News, 32.37
Coverage of Filmi hulchal No. of Respondents Percentage
Excellent 59 42.45
Good 45 32.37
Satisfactory 19 13.67
Poor 9 6.47
Very poor 7 5.04
Total 139 100
Bringing out the supplements No. of Respondents Percentage
Excellent 59 42.45
Good 39 28.06
Satisfactory 23 16.55
Poor 14 10.07Very poor 4 2.88
Total 139 100
68
8/8/2019 100 marks TOI
69/87
feel that Coverage is good, 13.67 respondents are Satisfied with the Filmi News, 6.47
respondents feel that its poor and 5.04 respondents say that its Very poor
Table 4.64 explains satisfaction level among the respondents in terms of
Bringing out Supplements on Women, Health, Children etc.. in their preferred
Newspaper, it is observed that out of 139 respondents 59 respondents feel that their
preferred paper is Excellent in bringing out supplements, 39 feel that Coverage is good,
23 respondents are Satisfied with the Supplements their Newspaper bring, 14 respondents
feel that its poor and 4 respondents say that its Very poor
H0: The respondents perception about coverage of news by the newspaper they prefer is
same.
69
8/8/2019 100 marks TOI
70/87
H1: The respondents perception about coverage of news by the newspaper they prefer is
different
Table 4.65: RESPONDENT PERCEPTION ABOUT THE NEWS COVERAGE IN
THE NEWSPAPER OF THEIR PREFERENCE
Factors Average Variance
Local news 2.3885 1.7031
Regional News 2.2086 1.6591
National News 2.3381 1.5877
International News 2.3237 1.6698
Sports News 2.1727 1.2888
Political Drama 1.9640 1.1654
Filmi Hulchul 1.9928 1.2826
Supplements 2.0288 1.2600
F-Ratio:
Source of Variation Sum Of
Squares
Degrees
of
Freedom
Mean
Sum Of
Squares
Calculated
Value(F)
Tabulated
Value(F
crit)
Between Groups 27.0351 7 3.8622 2.6598 2.0179
Within Groups 1603.0647
1104 1.4521
Total 1630.099
8
1111
Since the calculated value (F=2.6598) is more than the tabulated value (2.10795),
the null hypothesis is rejected. Hence the perception of respondents about the news
coverage by their preferred newspapers is different.
It is confirmed with mean scores of the perception of respondents about the Local
news (2.3885), Regional News (2.2086), National News (2.3381), International News
(2.3237), Sports News (2.1727), Political Drama (1.9640), Filmi Hulchul (1.9928) and
Supplements (2.0288) is different.
TABLE 4.66: CLASSIFICATION OF RESPONDENTS ON THE BASIS OVER
ALL SATISFACTION LEVEL
70
8/8/2019 100 marks TOI
71/87
Overall Satisfaction Level No. of Respondents Percentage
Highly Satisfied 40 28.78
Satisfied 48 34.53
Manageable 24 17.27
Dissatisfied 18 12.95Highly Dissatisfied 9 6.47
Total 139 100
Overall satisfaction level of the readers of newspaper read details of the respondents are
shown in the Table 4.66. It is observed that out of 139 respondents, 28.78 per cent of
respondents are highly satisfied, 34.53 per cent of respondents are satisfied, 17.27 per
cent are managing with the newspaper they read, 12.95 per cent readers are not satisfies
and remaining 6.47 are highly dissatisfied readers.
The above data is shown in Graph 4.66
GRAPH 4.66: RESPONDENTS ON THE BASIS OF OVERALL SATISFACTION
OVERALL SATISFACTION
Highly
Dissatisfied
Dissatisfied
ManageableSatisfied
Highly
Satisfied
TABLE 4.67: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF
ENCOURAGING FREIENDS & RELATIVES TO READ PREFERRED PAPER
Encourage Friends & Relatives to Read No. of
Respondents
Percentage
71
8/8/2019 100 marks TOI
72/87
Strongly Agree 41 29.50
Agree 41 29.50
Cant say 25 17.99
Disagree 15 10.79
Strongly Disagree 17 12.23
Total 139 100
Loyalty of newspaper readers judged on the basis of their recommendation
to friends and relatives is shown in the Table 4.67. It is observed that out of 139
respondents, 29.50 per cent of respondents strongly recommend their friends and
relatives to read their preferred newspaper, 29.50 per cent of respondents do recommend,
10.79 per cent disagree, 12.23 per cent strongly disagree to recommend and 17.99 per
cent readers are neutral for this statement.
The above data is shown in Graph 4.67
GRAPH 4.67: RESPONDENTS ON THE BASIS OF RECOMMENDATION OF
THEIR PREFERRED NEWSPAPER TO FRIENDS AND RELATIVES
RECOMMENDATION TO FRIENDS AND
RELATIVES
Strongly
Disagree
Disagree
Cant say
Agree
Strongly
Agree
TABLE 4.68: CLASSIFICATION OF RESPONDENTS ON THE BASIS
INTENDING TO CONTINUE WITH SAME PAPER
Continue with the Same Paper No. of Respondents Percentage
Strongly Agree 49 35.25
Agree 49 35.25
Cant say 19 13.67
Disagree 8 5.76
72
8/8/2019 100 marks TOI
73/87
Strongly Disagree 14 10.07
Total 139 100
Loyalty of newspaper readers judged on the basis of their continuation with the same
paper is shown in the Table 4.68. It is observed that out of 139 respondents, 35.25 percent of respondents strongly want to continue with their present newspaper, 35.25 per
cent of respondents agree, 5.76 per cent disagree, 10.07 per cent strongly disagree to
recommend and 13.67 per cent readers are neutral for this statement.
The above data is shown in Graph 4.68
GRAPH 4.68: RESPONDENTS ON THE BASIS OF CONTINUATION WITH
THE SAME NEWSPAPER
CONTINUATION WITH SAME PAPER
Strongly
Disagree
Disagree
Cant say
Agree
Strongly
Agree
H0: Loyalty Based on Encouraging Friends & Relatives and Continuation with Same
Paper is same
H1: Loyalty Based on Encouraging Friends & Relatives and Continuation with SamePaper is different
Table 4.69: RESPONDENTS LOYALTY BASED ON RECOMMENDATION TO
FRIENDS & RELATIVES AND CONTINUATION WITH SAME PAPER
73
8/8/2019 100 marks TOI
74/87
Factors Average Variance
Encouraging Friends 2.468 1.801
Continuation with same Newspaper 2.201 1.597
F-Ratio:
Source of Variation Sum Of
Squares
Degrees
of
Freedom
Mean
Sum Of
Squares
Calculated
Value(F)
Tabulated
Value(F
crit)
Between Groups 4.924 1.000 4.924 2.898 3.875Within Groups 468.964 276.000 1.699Total 473.89 277
Since the calculated value (F=2.898) is less than the tabulated value (3.875), the null
hypothesis is accepted. Hence the Loyalty of Respondents based on Encouraging Friends
& Relatives and Continuation with Same Paper is different
It is confirmed with mean scores of Encouraging friends & Relatives and Continuation
with same newspaper is same
TABLE 4.70: CLASSIFICATION OF RESPONDENTS ON THE BASIS
MOTIVATINAL FACTOR TO CHANGE NEWS PAPER
Motivation For Changing News
Paper
No. of
Respondents
Percentage
Cost 15 10.79
Sales Promotion 12 8.63
Colorful Supplements 11 7.91
More Reader Friendly 17 12.23
74
8/8/2019 100 marks TOI
75/87
Regionalizing 17 12.23
Focus on Advertisement category 5 3.60
Brand of News Paper 18 12.95
Cost, Brand 9 6.47
Cost, regionalizing 10 7.19
Cost, regionalizing, Reader friendly 14 10.07Cost, color supplement 11 7.91
Total 139 100
The factors that motivate readers to switch over to other news papers are
studied in Table 4.70, it is observed that 10.79 percent of respondents are
motivated cost of Newspaper, 8.63 percent of respondents are motivated by sales
promotion, 7.91 percent of respondents are motivated by Colorful supplements
which are included in the other Newspapers, 12.23 percent of respondents are
motivated by Reader friendliness in Newspapers, 3.60 percent of respondents
Focus on Advertisement category for which they switch over to other Newspaper,
12.95 percent of respondents are motivated by Brand Of the Newspaper, 6.47
percent of respondents are motivated by Cost and Brand of Newspaper, 7.19
percent of respondents are motivated by Cost & Regionalizing factors, 10.07
percent of respondents are motivated by factors like Cost, Regionalizing &
Reader Friendliness of a Newspaper, and 7.91 percent of respondents are
motivated by Cost and Color supplements.
Graph 4.70: RESPONDENTS ON THE BASIS OF THEIR MOTIVATIONAL
FACTORS TO READ NEWSPAPER
75
8/8/2019 100 marks TOI
76/87
M O T IVATIO NAL FACT
Cost ,
regionalizi
C ost , colosuppleme
Cost ,
regionalizin
R e a d e r
friendly
C o s
Sales
Promot io
Colorful
S u p p l e m e n
More Read
Friendly
Regional iz i
F o c u s o n
Advert iseme
category
Brand o f
N e w s P a p
Co st , Bran
SUMMARY AND FINDINGS
The newspaper has always been one of the most important providers of news and
entertainment, despite of the rise of the Internet and of telecommunications as viable
76
8/8/2019 100 marks TOI
77/87
sources of information. People have different norms, values, and believes. When looking
for a newspaper, people are interested in papers, which correspond to their beliefs; they
are looking for a newspaper that they can identify themselves with. Consequently, it is
important for newspapers to be able to tie customers to them, to deliver something that
satisfies the customer, to give the customer an incentive to be loyal.
According to a Price water house Coopers (PwC) survey for the year 2003 it is
estimated that the news paper industry in India is around US$1.7 billion in 2003, and is
expected to grow to reach US$ 2.4billion in 2008. Publishers in India are ready to spend
over Rs 1410 crores to invade each others territories
NIE group is a part of the Indian Express heritage. This great journalism of
courage started in 1932 and slowly and gradually it got split into two, one looking at the
north and west and the other south and Orissa.
It has Newspapers in English (The New Indian express, The New Sunday
Express) Tamil (Dinamani) & Kannada (Kannada Prabha); Magazines in Tamil (Tamilan
Express) and Malayalam (Malayalam Vaarika). There are 19 printing centers spread
across the four Southern States and Orissa. The New Indian Express group also has
Internet Editions (indiavaarta.com) and an Event Management Company (Event Xpress)
working under it.
The New Indian Express Group was the first in India to conduct monthly
discussion groups with different segments of readers throughout south India to identify
their needs and their suggestions for improvement of the products. Growth vectors of this
group can be identified as mainly, the evolving Product lines, New Editorial thrust,
Innovations, Strategic Growth Initiatives, Delivery system, Operational excellence.
OBJECTIVES
Broad Objective:
77
8/8/2019 100 marks TOI
78/87
To study the factors affecting Loyalty of newspaper readers in Chennai
Specific Objective:
To analyze Editorial driven factors that directly affect the readers view points.
To know the market driven factors in newspaper that readers prefer.
To quantify the satisfaction level of the readers of a newspaper.
To study the factors like Coverage of news, Availability, Overall Quality of thepaper etc which are the prime deciding factor for their loyalty
Research design used for the study is DESCRIPTIVE RESEARCH design. The
researcher uses descriptive type of research to get valuable insights from the
respondents about the level of loyalty on the service and news offered by the
company to its readers. The selected area for conducting the study was Chennai.
78
8/8/2019 100 marks TOI
79/87
Since the population of the sample size is large and unknown, researcher followed
non-probability sampling method. Thus convenience sampling was followed and
150 sample units was selected for the study. Out of this, 9 questionnaires were
discarded based on unfilled and incomplete information. Finally the sample size of
141 samples are selected for the analysis and drawing the inference. Out of these, 2
respondents do not read newspapers at all. Thus the researcher is left with 139
sample size of eligible respondents, on the basis of which study is conducted. The
researcher used primary data collection method by Questionnaire method to collect
data from the respondents
The study has been undertaken for three months from 20th December 2005 to 10th
April 2006. During the period, the researcher has worked extensively in the field of
space marketing to bring out this work with utmost sincerity.
The researcher under conventional statistical techniques uses Percentage analysis
and Chi- Square test
i. Percentage analysis: It is used for nominal data that is
Dichotomous and
Multiple Choice single response and Multiple Choice Multi Response
Questions.
ii. Chi- Square test: It is a non- parametric test.
iii. The researcher has used non- conventional statistical techniques
such as
One Way Anova and Factor Analysis under Non Conventional Technique
FINDINGS
79
8/8/2019 100 marks TOI
80/87
1. 73.05 per cent are male and remaining 26.95 per cent are female. Around 88 per
cent of the respondents are below 40 years of age.
2. 21.99 per cent are students, 31.21 per cent are businessman, 33.33 per cent
respondents government employees and remaining 13.48 per cent are white
collar MNC working people. Around 82.28 per cent of respondents annual family
income is less than Rs. 5 lakh
3. 98.58 per cent of the respondents read newspapers and remaining 1.42 Per cent
do not read any newspaper.
4. 59.71 per cent of the respondents read newspapers regularly and only 40.29 Per
cent of the respondents read it occasionally. Around 85 per cent of respondents
are having more than 1 year of reading habit of Newspaper.
5. 22.30 per cent are most influenced by family, and 16.55 per cent are least
influenced by their families.
6. 22.30 per cent of respondents are most influenced, and 19.42 per cent are least
influenced by their friends
7. 15.11 per cent are most influenced, 19.42 per cent are least influenced by their
profession.
8. 24.46 per cent
Top Related