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INTRODUCTION
A newspaper is a regularly scheduled publication containing news, information, and advertising.
By 2007 there were 6580 daily newspapers in the world (including 1456 in the U.S.) selling 395
million copies a day (55 million in the U.S). The worldwide recession of 2008, combined with
the rapid growth of web-based alternatives, caused a serious decline in advertising and
circulation, as many papers closed or sharply retrenched operations.
General-interest newspapers typically publish stories on local and national political events and
personalities, crime, business, entertainment, society and sports. Most traditional papers alsofeature an editorial page containing editorials written by an editor and columns that express the
personal opinions of writers. The newspaper is typically funded by paid subscriptions and
advertising. Other features include display and classified advertising, comics, and inserts from
local merchants.
A newspaper is a regularly scheduled publication containing news, information, and advertising.
By 2007 there were 6580 daily newspapers in the world (including 1456 in the U.S.) selling 395
million copies a day (55 million in the U.S). The worldwide recession of 2008, combined with
the rapid growth of web-based alternatives, caused a serious decline in advertising and
circulation, as many papers closed or sharply retrenched operations.
General-interest newspapers typically publish stories on local and national political events and
personalities, crime, business, entertainment, society and sports. Most traditional papers also
feature an editorial page containing editorials written by an editor and columns that express the
personal opinions of writers. The newspaper is typically funded by paid subscriptions and
advertising. Other features include display and classified advertising, comics, and inserts from
local merchants.
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A wide variety of material has been published in newspapers, including editorial opinions,
criticism, persuasion and op-ends; obituaries; entertainment features such as crosswords, Sudoku
and horoscopes; weather news and forecasts; advice, food and other columns; reviews of movies,
plays and restaurants; classified ads; display ads, editorial cartoons and comic strips.
Consumer Buying Behaviour
What influences consumers to purchase products or services? The consumer buying process is a
complex matter as many internal and external factors have an impact on the buying decisions of
the consumer.
Customer
A customer, also called client, buyer, or purchaser, is usually used to refer to a current or
potential buyer or user of theproducts of an individual ororganization, called the supplier, seller,
orvendor. This is typically throughpurchasing orrentinggoods orservices. However, in certain
contexts, the term customer also includes by extension anyone who uses or experiences the
services of another. A customer may also be a viewer of the product or service that is being sold
despite deciding not to buy them.
Customer satisfaction,
A business term, is a measure of how products and services supplied by a company meet or
surpass customer expectation. It is seen as a key performance indicator within business and is
part of the four of a Balanced Scorecard.
In a competitive marketplace where businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of business strategy.
There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.
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Factors influencing the behaviourof buyers
Consumer behaviour is affected by many uncontrollable factors. Just think, what influences you
before you buy a product or service? Your friends, your upbringing, your culture, the media, a
role model or influences from certain groups?
Culture is one factor that influences behaviour. Simply culture is defined as our attitudes and
beliefs. But how are these attitudes and beliefs developed? As an individual growing up,
a child is influenced by their parents, brothers, sister and other family member who may
teach them what is wrong or right. They learn about their religion and culture, which
helps them develop these opinions, attitudes and beliefs (AIO) . These factors will
influence their purchase behaviour however other factors like groups of friends, or people
they look up to may influence their choices of purchasing a particular product or service.
Reference groups are particular groups of people some people may look up towards to
that have an impact on consumer behaviour. So they can be simply a band like the Spice
Girls or your immediate family members. Opinion leaders are those people that you look
up to because your respect their views and judgements and these views may influence
consumer decisions. So it maybe a friend who works with the IT trade who may influence
your decision on what computer to buy. The economical environment also has an impact
on consumer behaviour; do consumers have a secure job and a regular income to spend
on goods? Marketing and advertising obviously influence consumers in trying to evoke
them to purchase a particular product or service
Indian Consumer Buying Habits
As Indian's we hold a lot of value for the 'old', maybe it is also culturally driven where we have
been asked to respect 'old' rather than look for new. Though this is changing very fast especially
among the younger generation of consumers, but it will take a lot of time before we actually
catch up with our western counter parts. And it is even questionable whether such a transition is
a good one. Similarly most housewives collect the used containers of flour, ghee ,,, which she
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would clean and use it to store cereals , and other items in the kitchen and so on till it is sold to
the scrap dealer .
RESEARCH METHODOLOGY
Methodology adopted for each study differs in accordance with pre determined
objectives. Here also, methodology is formulated keeping with objectives in mind. In order to
arrive at the result for the given set of objectives, exploratory research was undertaken. The
objective of exploratory research is the development of hypothesis for further research studies.
This research design was adopted by taking stock of certain factors such as the depth and
extends of data required, the cost and benefits of the research, the urgency of work, and the time
available for completing it.
OBJECTIVES:
To find out the newspaper readers tastes & preferences on subjects in Malayalam
newspapers.
To understand the various aspects relates to circulation promotion of newspaper.
To identify the buying habits and taste of the newspaper customers.
To collect the observations of newsagents, booksellers, street sellers for increasing single
copy sales.
To distinguish impact of newspaper media on other media.
To collect the suggestions of agents for increasing circulation.
To identify the areas of improvement in structure and contend of Malayalam dailies.
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SCOPE OF THE STUDY
The purpose of the study is to understand generally the various aspects relate to improve
the circulation of newspapers, with special reference to Chandrika.
The study includes the analysis of newspaper readers buying habits and tastes. It deals
the readers preference of newspaper, selection of reading or subscribing a particular paper,
reason for reading more than one paper, preferences on subjects, articles, features, buyers
satisfaction and dissatisfaction, purchasing place, various schemes for readers, usefulness with
regard of newspaper ads, using colours in printing, technical aspects and relative importance of
newspaper function.
This study seeks the suggestions by new agents for improving newspaper circulation. It
also explains to find out suitable methods for increasing subscribers, effective media for
adverting newspaper, opinion about additional pages and supplement, schemes for agents,
support sought by agents, influence of electronic media, effect of price hike and suggestions for
increasing the circulation of newspaper.
LIMITATIONS OF THE STUDY
Due to the time constraint the research had to be conducted with in a short span of period
Though the sample was drawn from one district viz., Kozhikode, it may not reflect the
entire state.
Some of the respondents were not ready to spare much time with the researcher.
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Data collection method
This method used for collection of data to facilitate the study was survey. The required
data for the study was not available from the records of the company as well as in the external
published material. In the absence of secondary data, collecting primary through a schedule of
interview was the only choice.
The purpose behind this was to bring out relevant aspects of Malayalam newspaper
readers buying habits and tastes.
Source of data
Data is the foundation of all marketing research. As mentioned above, secondary data was
not available to find out the solution for the business problem. Secondary data are those that have
been previously gathered for purpose other then solving the current problem under investigation.
The situation compelled to go for collecting primary data. The researcher freshly collected
primary data. Source of this data was decided to be newspaper readers in Kerala.
Sampling
The convenience sampling coming under the non-probability sampling was used here for
the study, mainly because of time constraints. It helped to get maximum information about the
parent population with the minimum effort.
The sampling was selected in a non-random manner. The selection was opportunistic or
purposive. It was based on the convenience or the judgment of the researcher.
Sample size: 150
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INDUSTRY PROFILE
Eastern the early beginning of the society can be traced back to the October 11 1927
when a society bearing the name, the Indian Burma Ceylon news paper , London committee
came in to being, the name of which was changed to Indian a news paper society (I E N S ) on
October 4 1935. this was an organized based on London representation and acting society under
the authority of news paper, magazines, reviews and other journals published in India, Burma
Ceylon and other countries of Asia.
The need however was felt for the establishment of according body in this country, comprising
the proprietors of news papers, which conducted deal directly and more expeditionary with
various day to day problems arising out of news paper production. Thus the Indian & Easter
representative of the following founding publication on February 27 1939 at the statesman house,
news Delhi with Mr.: Arthu Moore editor of the states man in the chair with the primary object
was of serving as a control body of promoting the common interest of news paper in India
Burma Ceylon.
Objective of the I N S
The objective of the society which may be enlarged at any time as provided are, To act as a
central organization of the press of India, Burma and Ceylon to promote and safe gaud such a
business interest of members as an effected are likely to be effected by the action of the
legislature governments, the law court municipal and locus bodies and association organizationcommercial or formed for any other purpose and to take such steps as my seem desirable to that
end to collect information up on all topic a practical interest for members and to communicate
the same to them. to promote co- operation in all maters affecting the common interest of
members.
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To hold a periodical conferences of its members to discuss and determine action matters of
common interest. To make rules to govern the conduct of its members to provide penalties for
the infringement there of and to provide means determining weather there has been such
infringement.
To maintain a permanent secretariat Indian to watch over the interest of members and to
promote of a cost inters change of information of views. To do or concur in doing all such other
things s may be considered conduces or incidental to the attainment of the attainment of the
interest news papers in general or of the society or any of its members in particulars.
Functions of I N S
News print:
News print is the life line of the news paper industry being the primary raw material
constituting 50 to 60 % of the total cost of all the production. The news print committee keeps a
close watch of all the developments in this regards and seek appropriate relief from time to time
on the issue affecting the interest of the country.
Industrial Relation
I N S being central body for news paper establishment has also happened member by
placing their view as an industry before the government on the recommendation of the wage
board for working journalist employees so that the central government takes a elastic view and
the news paper industry, despite the on through of the electronic media, may survive and play its
role an the democratic process.
Press Freedom
The press freedom committee of the society has always continued its effect for
maintaining the freedom of the press and takes up related issue from time to time like attack on
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news paper establishment journalist issue, concerning entry of foreign media etc. the society
always put in it efforts to ensure that the news papers concern be publishers by the employee
without any for their lives and damage to the asset on the news paper establishment. The society
has always decided against the entry of foreign media any shape in to the country.
Seminars
The society conducts seminars and workshops from time to time for its members publication.
The society also makes sure that the data bases of all the members is complied and put together
in the form of I N S hand book, which is regularly updated and maintained.
Modernization
To keep pace with technology the society has developed new software for making its core
functions fully automated which makes information dissemination easier to its members.
In olden days, news traveled by word of mouth. Kings and nobles spread news through
messengers and through proclamations which are read out in public places the newspapers we
know, today of in European origin, and it did not take its proper shape until the early part of 18 th
century.
There was a communication system in ancient India, which lacked both education and
transport. The rules had to communicate with the masses in one-way or the other. Ashoka the
greatest of Indian emperors had introduced his own method. The Imperial edicts were carried on
rocks and pillars during his time. Walls of temples are also used to draw news of pictures of
news with colours and were easily removable. Even his moral was propagated through the art of
painting
Chinese first made printing paper as early as a second century AD. They also discoveredthe art of painting. One of the earliest movable cast metal type printing machine was build up in
Europe in the middle of 5th century, by German, John Gutenberg in 1476, the first printing press
was set up in England by William
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Caxton in the street of London, a very rudimentary prototype of modern newspaper
appeared in the summer of 1521. It was called Cara
COMPANY PROFILE
A BRIEF HISTORY OF THE ORGANISATION
On March 26, 1934 the first Chandrika news paper was printed in a Muslim club at Tellichery.
CP. Mammukoya was the first Managing Director of Chandrika.A.K.Kunjhi Mayin Haji, Sayyid
Ummar Thangal and Pookoya Thangal were honored the Managing Director post. Chandrika
could experience the magical touching of these important personalities and then that chair was
controlled by Janab.Panakkad Sayyid Mohammadali Shihab Thangal, there were 9 board
members.
KK.Muhammed koya. Ex.MLA prof.K.V.Abdurahman, V.C.Aboobacker, C.H, Muhammed
Koya and C.K,Thanaur were the editors of Chandrika.Among them C.H.Muhammed koya was
the first Chief editor.
In the beginning Chandrika news paper was published in weekly. After that Chandrika daily
come to the people in every 3 days. Then it started to communicate regularly with the people in
1946, the Chandrika press shifted to Nadaavu, Calicut. It is registered with the name MUSLIM
PRINTING ANS PUBLISHING COMPANY. There after Chandrika press shifted premised to
its own building. Chandrika press is the most influential wing of Muslim Printing and Publishing
Company. It was an impressive journey which Chandrika had done from 1934to 2011.
Chandrika could make a position of its own in the competitive field of news paper media.MT.
Vasudevan Nair, c Radhakrishnan, UA. Khadhr, Punathil Kunjabdulla, M. Mukunthan were thepersons who become popularized through Chandrika daily.
Chandrika had opened a new edition in 1992 at Calicut Unit. The main objective behind that step
was to reach closer to the people with sincere and truthful interaction and to say more on
regional news. After that it opened a new edition at Kannur and Chandrika gave birth to the
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Mumbai edition, Mumbai edition was shifted to Dubai in 2004, In 2005 Chandrika starts to
publish at Trivandrum.
Other Publications
Chandrika weekly
Mahila Chandrika (womens magazine)
Bhala Chandrika (Childrens Magazine)
Union in Chandrika
There are two unions in Chandrika, not affiliated to any political party
o Journalist Union
o Chandrika press employees association
Work Force
At Calicut branch 125 permanent employees and 25 contract bases employees are working
Vision and Mission
The publication of Chandrika aimed at vision that a successful conversion of the people from the
illiterate Muslim community to literate
The Mission of the organization is uphold the minority progress
Welfare Measures for the Employees
The press providing both statutory and voluntary welfare measures to the employees very well as
the other companies does. This help to motivate them and giving more output. Some of measures
are, washing facilities, Canteen, Masjid, Quarters, Refreshing facilities. ESI for the employees
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who earning below 10000 p.m, as salary is Rs.150 as medical aids every month and no ESI for
the employees who earning more than R.s 10000.
ADMINISTRATION
CHANDRIKA is run by Muslim printing and publishing company. Its a 9 member body
with a chairman, and a secretary. At present Chandrika is published from 7 places, Kozhikode,Kochi, Trivandrum, Kannur, Malappuram, Dubai and Bahrain with head office at Kozhikode.
The supreme of administration is the General Manager and below his rank there were other
resident managers stationed at each of 6 units and a marketing manager. Managers of circulation,
Advertisement, Purchase, Production, Finance and Editorial should report to the respective
Resident Managers.
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LITERETURE REVIEW
Title: Changing Customer Mind
Description: In todays competitive market place its hard to differentiate your product and
service offerings from your competition. The technology available to both you and your
competitors has made it easier to duplicate each others products and services. Because of this,
its difficult to rely on features alone to differentiate your company from the competition.
Excellent customer service is one of the few ways to achieve a sustainable competitive advantage
the value of satisfaction is often underestimated. An essential part of assessing satisfaction
includes identifying dissatisfaction. Dissatisfied customers and prospects often hold the
information you need to succeed. Understanding when and why dissatisfaction occurs helps youimplement changes to gain new customers and retain old ones.
By: Adam Philip
Date: 1998
Publication: Dommins House
Title: Customer Loyalty / Customer Relationship Management. Does it Work?
Description: Customer Loyalty (the relationship) is not defined as how customers perceive their
relationship with companies, as most often a customer rarely thinks they have any relationship
with any company. Customer relationship management is a popular concept but the concept itself
is actually its biggest barrier. The development of the Customer Relationship Management
(CRM) marketing practice has made more and more people realize the importance of strong
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customer relationship in building sustainable competitive advantages where their markets
"perceive" this thus, generating sustainable profits in the long run.
By: Edward Williams
Date: 2001
Publication: McGraw Hill
Title: Pursuing Lost Customers
Description: Companies that routinely purge inactive customers from further contacts are
discarding a highly profitable source of future business. According to Terry Vavra, president of
Marketing Metrics, response rates to lost-customer survey usually average 35 to 50 percent. Not
only will they tell you what caused them to stop buying -- which allows you to rectify problems
in your operation -- many of these customers will soon start buying again, because you've
showed you care about their experience. Considering that one loyal customer spends about
$50,000 at a supermarket in the course of a decade and about $150,000 at a car dealer over a
lifetime, you really can't afford to let these people go!
By: Mathew Abrahim
Date: 1996
Publication: PHP
Title: Customer Experience Management: What your Customers do not tell you
You must have customer feedbackto get a pulse on how satisfied or dissatisfied your customers
are. Customers typically wont complain to you, if you dont receive complaints, you can still becertain some customers are silently fuming. In fact, about 96 percent of dissatisfied customers
never tell the company how they feel -- yet they each voice their complaint to an average of nine
(9) other people. Nevertheless, if customers' complaints are handled well by the company, about
90 percent do stay with the company after all. Thus it's key not only to satisfy customers who
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take the trouble to complain but also to actively invite and get that feedback.
By: Adam Happel
Date: 2001
Publication: Robinson Publication
DATA ANALYSIS AND INTERPRETATION
Table - 1
CLASSIFICATION BASED ON SEX
The table 1 describes the distribution of respondents based on their sex. The sex is classified as
male and female.
Sex Numbers Percentage
Male 119 79%
Female 31 21%
Total 150 100%
Interpretation
It is found from the table 1, that 79% of respondents who reads newspaper are male and 21%
of respondents are female.
It is concluded that a majority of 79% of the respondents are male.
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CHART 1.1
CHART SHOWING THE RESPONDENTS GENDER
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0
30
40
50
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Table - 2
CLASSICATION BASED ON AGE
The table 2 describes the distribution of respondents based on their age. The age is classifieds asbelow 20, 20-30, 30-40, 40-50, and 50 years & above.
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Age Numbers Percentages
Below 20 05 3%
20-30 23 15%
30-40 52 35%
40-50 52 35%
Above 50 18 12%
Total 150 100%
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Interpretation
It is found from the table 2, that 03% of respondents are at the age group of below 20 years,
15% of respondents were under the age group of 20-30 years, 35% of respondents were under
the age group of 30-40 years, 35% of respondents were under the age group of 40-50 years and
12% of respondents were under the age group of above 50 years.
It is concluded that a maximum of the respondents were in 30-40 years and 40-50 years.
CHART 2.1
CHART SHOWING ON THE BASIS OF AGE
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Table 3
CLASSIFICATION BASED ON INCOME LEVEL
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The table 3 describes the distribution of respondents based on their salary (Rs) per month. The
salary (Rs.) per month is classified as below Rs 5000, Rs 5000-10000, Rs.10000-15000, Rs.
15000-20000 and above Rs 20000
Interpretation
It is the found from the table 3 that 02% of respondents were under the income group below
5000, 32% of respondents were under the income group 5000-10000, 33% of respondents were
under the income group 10000-15000, 28% of respondents were under the income group 15000-
20000 and 05% of respondents were under the income group above 20000.
It is concluded that a maximum of 33% of the respondents salary are at Rs. 10000-15000.
CHART: 3.1
CHART SHOWING THE RESPONDENTS INCOME LEVEL
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Income level Numbers Percentage
Below 5000 03 02%
5000-10000 48 32%
10000-15000 50 33%
15000-20000 42 28%
Above 20000 07 05%
Total 150 100%
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2%
32%33%
28%
5%
0%
5%
10%
15%
20%
25%
30%
35%
percentages
Below 5000 5000-10000 10000-15000 15000-20000 Above 20000
income level
Table - 4
CLASSIFICATION BASED ON OCCUPATION
The table 4 describes the distribution of respondents based on their occupation. The occupation
is classified as Business, Govt: employees, Student, Farmer and Others.
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Occupation Numbers Percentage
Business 41 27%
Govt: employees 63 42%
Student 04 03%
Farmer 12 08%
Others 30 20%
Total 150 100%
Interpretation
It is found from the table 4, that 27% of respondents were under the occupation group of
business, 42% of respondents were under the occupation group of Govt: employees, 03% of
respondents were under the occupation group of student, 08% of respondents were under the
occupation group of farmers and 20% of respondents were under the occupation group of others.
It is concluded that a maximum of 42% of the respondents are Govt: employees,03% ofrespondents were under the occupation group of student,08% of respondents were under the
occupation group of farmers and 20% of respondents were under the occupation group of others.
It is concluded that a maximum of 42% of respondents are govt: employees.
CHART: 4.1
CHART SHOWING THE RESPONDENTS OCCUPATION
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27%
42%
3%
8%
20%
0%
5%
10%
15%20%
25%
30%
35%
40%
45%
Business Govt: employees Student Farmer Others
Occupation of respondents
Percentages
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Table - 5
CLASSIFICATION BASED ON PURCHASING PLACE
The table 5 describes the distribution of respondents based on the purchasing place. The
purchasing place is classified as book stall, news agents, street seller, retail shop and others.
Place Number Percentage
Book stall 04 03%
News agents 142 95%
Street seller 02 01%Retail shop 02 01%
Others 00 00%
Total 150 100%
Interpretation:
It is found from the table 5, that 03% of respondents were under the group book stall, 95%
of respondents were under the group of news agents, 01% of respondents were under the group
of street seller, 01% of respondents were under the group of retail seller and 00% of respondents
were under the group of others.
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It is concluded that a majority of 95% of respondents are coming under the group news
agents
CHART: 5.1
CHART SHOWING THE PURCHASING PLACE OF RESPONDENTS
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3%
95%
1% 1% 0%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Book stall News agents Street seller Retail shop Others
Purchasing place
P
ercentages
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SUBSCRIBING FACTOR:
The table 6 describes the distribution of respondents based on the subscribing factor of
the particular news paper. The subscribing factor is classifieds as more local news coverage,more sports & arts news, good printing & photos, more national & international news and others.
Table - 6
REASON FOR SUBSCRIBING THE PARTICULAR NEWS PAPER
Reasons Numbers Percentages
More local news coverage 69 46%
More sports & arts news 09 06%
Good printing & photos 42 28%
More national & international
news
28 19%
Others 02 01%
Total 150 100%
Interpretation
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
It is found from the table 6, that 49% of respondents are under the group of more local
coverage, 06% of the respondents are under the group of more sports & arts news, 28% of the
respondents are under the group of good printing & photos, 19% of the respondents are under
the group of more national & international news and 01% of the respondents are under the
group of others.
CHART: 6.1
CHART SHOWING THE RESON FOR SUBSCRIBING NEWS PAPER
Numbers
69
9
42282
150
More local news
coverage
More sports & arts
news
Good printing &
photos
More national &
international news
Others
Total
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
REASON FOR READING:
The table 7describe the distribution of respondents based on the reason for reading more
than one news paper. It is classified as less local news, less national news, less employment
news, less business news, others.
Table - 7
REASON FOR READING MORE THAN ONE NEWS PAPER
East Point College of Higher Education 28
Reasons Numbers Percentages
Less local news 09 06%
Less national news 39 26%
Less employment news 28 19%
Less business news 18 12%
Others 44 29%
Total 138 100
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Interpretation
It is found from the table 7, that 06% of the respondents are under the group of less local
news, 26% of the respondents are under the group of less national news, 19% of therespondents are under the group of less employment news and 29% of the respondents are
under the group of others.
It is concluded that a maximum of 29% of respondents are under the group others.
Table-7.1
CHART SHOWING REASON FOR READING MORE THAN
ONE NEWS PAPER
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
0
20
40
60
80
100
120
140
9 6%
Less national news
Less employment news
Less business news
Others
Total
PURCHASING DECISION:
The table 8 describes the distribution of respondents based on the purchasing decision. It is
classified as own self, family members, children, friends and others.
Table - 8
CLASSIFICATION BASED ON PURCHASING DECISION
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Interpretation
It is found from the table 8, that 77% of respondents are under the group own self, 22% of
respondents are under the group family members, 01% of respondents are under the group
children, 00% of respondents are under the group friends and 00% of respondents are under
the group others.
It is concluded that a majority of 77% of respondents are under the group own self.
East Point College of Higher Education 31
Decision by Numbers Percentage
Own self 115 77%
Family members 33 22%
Children 02 01%
Friends 00 00%
Others 00 00%
Total 150 100%
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
CHART: 8.1
CHART SHOWING THE PURCHASIDECISION OF RESPONDENTS
East Point College of Higher Education 32
77%
22%
1% 0% 0%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Own self Family members Children Friends Others
Decision taking person
Per
centages
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
ATTRACTIVE ENTERTAINMENTS
The table 9 describes the distribution of respondents based on the attractive
entertainments. It is classifieds as coupons, discounts, contests, competitions, others.
Table - 9
INFORMATION ABOUT MOST ATTRACTIVE
ENTERTAINMENT
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Particulars Numbers Percentages
Coupons 15 10%
Discounts 14 09%
Contests 58 39%
Competitions 15 10%
Others 48 32%
Total 150 100%
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Interpretation
It is found from the table 9, that 10% of respondents are under the group coupons, 09%
of respondents are under the group of discounts, 39% of respondents are under the group ofcontests, 10% of respondents are under the group of competitions and 32% of respondents are
under the group of others.
It is concluded that a maximum of 39% of respondents are under the group of contests.
CHART: 9.1
CHART SHOWING ABOUT THE MOST ATTRACTIVE ENTERTAIMENT
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
IMPORTANT ADVERTISEMENT
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10%9%
39%
10%
32%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Coupons Discounts Contests Competitions Others
Attractive entertainments
Percentages
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
The table 10 describes the distribution of respondents based on the important advertisements.
It is classified as classifieds, legal ads, employment, general ads and others.
Table - 10
INFORMATION ABOUT IMPORTANT ADVERTISEMENTS
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Particulars Numbers Percentages
Classifieds 11 07%
Legal ads 25 17%
Employment 27 18%
General ads 80 53%
Others 07 05%
Total 150 100%
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Interpretation:
It is found from the table 10, that 07% of respondents are under the group of
classifieds, 17% of respondents are under the group of legal ads, 18% of respondents areunder the group of employment, 53% of respondents are under the group of general ads and
05% of respondents are under the group of others.
It is concluded that a majority of 53% of respondents are under the group of general
ads.
CHART: 10.1
CHART SHOWING ABOUT THE IMPORTANT ADVERTISEMENTS
East Point College of Higher Education 37
7%
17%18%
53%
5%
0%
10%
20%
30%
40%
50%
60%
percentages
classifieds Legal ads Employment General ads others
important ads
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
MEDIA TO GET NEWS EASILY
The table 11 describes the distribution of respondents based on the Media using to get
news easily. It is classified as television, radio, news paper, internet and others.
Table - 11
INFORMATION ABOUT MEDIAS TO GET NEWS EASILY
Particulars Numbers Percentages
Television 63 42%
Radio 09 06%
News paper 78 52%
Internet 00 00%
Others 00 00%
Total 150 100%
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Interpretation
It is found from the table 11, that 42% of respondents are under the group of
television, 06% of respondents are under the group of radio, 52% of the respondents areunder the group of news paper, 00% of the respondents are under the group of internet and
27% of respondents are under the group of others.
It concluded that a majority of 52% of respondents are under the group of news paper.
CHART 11.1
CHART SHOWING ABOUT MEDIA TO GET NEWS EASILY
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
East Point College of Higher Education 40
42%
6%
52%
0% 0%0%
10%
20%
30%
40%
50%
60%
Television Radio News paper Internet Others
Easily getting news media
Per
centages
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
IMPORTANCE OF CINEMA & CLASSIFIED ADVERTISEMENTS:
The table 12 describes the distribution of respondents based on the information about
importance of cinema & classified ads in news paper. It is classified as highly necessary,
necessary, moderately necessary, not necessary and highly not necessary.
Table 12
INFORMATION ABOUT IMPORTANCE OF CINEMA AND CLASSIFIED
ADVERTISEMENTS
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Particulars Numbers Percentages
Highly necessary 07 05%
Necessary 63 42%
Moderately necessary 27 18%
Not necessary 41 27%
Highly not necessary 12 08%
Total 150 100%
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Interpretation
It is found from the table 12, that 05% of respondents are under the group of highly necessary,
42% of respondents are under the group of necessary, 18% of respondents are under the group
of moderately necessary, 27% of respondents are under the group of not necessary and 08%
of respondents are under the group of highly not necessary.
It is concluded that a maximum of 42% 0f respondents are under the group necessary.
Table-12.1
CHART SHOWING ABOUT IMPORTANCE OFCINEMA AND CLASSIFIEDS
ADVERTISEMENTS
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
0
20
40
60
80
100
120
140
160
Highly necessary
Necessary
Moderately necessary
Not necessary
Highly not necessary
Total
Table 13
INFORMATION ABOUT SPECIAL ARTICLES
The table 13 describes the distribution of respondents based on the special articles. It is
classifieds as puzzles, comic, cartoons, menus and not interested.
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Particulars Numbers Percentages
Puzzles 17 11%
Comics 07 05%
Cartoons 25 17%
Menus 11 07%
Not interested 90 60%
Total 150 100%
Interpretation
It is found from the table 13, that 11% of respondents are under the group of puzzles, 05%
of respondents are under the group of comics, 17% of respondents are under the group of
cartoons, 07% of respondents are under the group of menus and 60% of respondents are
under the group of not interested.
It is concluded that a majority of 60% of respondents are under the group of not interested.
CHART: 13.1
CHART SHOWING ABOUT THE SPECIAL ARTICLES
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
East Point College of Higher Education 45
11%
5%
17%
7%
60%
0%
10%
20%
30%
40%
50%
60%
70%
Puzzles Comics Cartoons Menus Not interested
Importance of special articles
Percentages
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Table - 14
INFORMATION ABOUT PHOTOS RELATED TO NEWS
The table 14 describes the distribution of respondents based on the information about
photos related to news. It is classified as highly required, required, moderately required,
not required and highly not required.
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Particulars Numbers Percentages
Highly required 36 24%
Required 105 70%
Moderately required 04 03%
Not required 05 03%
Highly not required 00 00%
Total 150 100%
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Interpretation
It is found from the table 14, that 24% of respondents are under the group of highly
required, 70% of respondents are under the group of required, 03% of respondents are under
the group of moderately required, 03% of respondents are under the group of not required and
00% of respondents are under the group of highly not required.
It is concluded that a majority of 70% 0f respondents are under the group required.
CHART: 14.1
CHART SHOWING ABOUT PHOTOS RELATED TO NEWS
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
CONTESTS
The table 15 describes the distribution of respondents based on the readers preference about
contests. It is classified as local & national news, cinema & arts, sports & games,
advertisement & business and employment & education news.
Table 15
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24%
70%
3% 3%0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Highly required Required Moderately
required
Not required Highly not
required
Importance of photos related with news
Percent
ages
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
READERS PREFERENCE ABOUT CONTESTS
Particulars Numbers Percentages
Local/National news 78 52%
Cinema & arts 03 02%
Sports & games 11 07%
Advertisement & business news 25 17%
Employment & education news 33 22%
Total 150 100%
Interpretation
It is found from the table 15, that 52% of respondents are under the group local & national
news, 02% of respondents are under the group of cinema & arts news, 07% of respondents are
under the group of sports & games news, 17% of respondents are under the group of
advertisement & business news, and 22% of respondents are under the group of employment
& education news.
It is concluded that a majority of 52% of respondents are under the group of local & national
news.
CHART.15.1
CHART SHOWING READERS PREFERENCE ABOUT CONTESTS
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
TECHNICAL ASPECTS
The table 16 describes the distribution of respondents based on the technical aspects of
news papers. It is classified as printing, lay out, pictograph, photos and design.
Table - 16
INFORMATION ABOUT TECHNICAL ASPECTS
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Interpretation
It is found from the table 17, that 30% of respondents are under the group of printing, 18%
of respondents are under the group layout, 15% of respondents are under the group of
pictograph, 21% of respondents are under the group of photos and 16% of respondents are
under the group of design.
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Particulars Numbers Percentages
Printing 45 30%
Layout 27 18%
Pictograph 23 15%
Photos 31 21%
Design 24 16%
Total 150 100%
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
It is concluded that a maximum of 30% of respondents are under the group of printing.
CHART: 16.1
CHART SHOWING ABOUT THE TECHNICAL ASPECTS
30%
18%
15%
21%
16%
0%
5%
10%
15%
20%
25%
30%
35%
Printing Layout Pictograph Photos Design
technical aspects
percentages
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Table - 17
INFORMATION ABOUT MEDIA DEPEND UPON
MORE FOR KNOWING NEWS
The table 17 describes the distribution of respondents based on the Media using to get
news easily. It is classified as television, radio, news paper, internet and others.
Particulars Numbers Percentages
Television 63 42%
Radio 09 06%
News paper 78 52%
Internet 00 00%
Others 00 00%
Total 150 100%
Interpretation
It is found from the table 17, that 42% of respondents are under the group of
television, 06% of respondents are under the group of radio, 52% of the respondents are
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
under the group of news paper, 00% of the respondents are under the group of internet and
27% of respondents are under the group of others.
It concluded that a majority of 52% of respondents are under the group of news paper.
CHART: 17.1
CHART SHOWING ABOUT DEPENDING MEDIA MORE FOR KNOWING
NEWS
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
NEWS PAPER PRICE
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42%
6%
52%
0% 0%
0%
10%
20%
30%
40%
50%
60%
Television Radio News paper Internet Others
Dependence upon more for knowing news
Percentages
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
The table 18 describes the distribution of respondents based on the todays news paper price.
It is classified as very high, high, moderately high, less and very less.
Table - 18
INFORMATION ABOUT TODAYS NEWS PEPER PRICE
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Particulars Numbers Percentages
Very high 07 05%
High 105 70%
Moderately high 33 22%
Less 05 03%
Very less 00 00%
Total 150 100%
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Interpretation
It is found from the table 18, that 05% of respondents are under the group of very
high, 70% of respondents are under the group of high, 22% of respondents are under the groupof moderately high, 03% of respondents are under the group of less and 00% of respondents
are under the group of very less.
It is concluded that a majority of 70% of respondents are under the group of high.
CHART -18.1
CHART SHOWING ABOUT TODAYS NEWS PEPER PRICE
0
20
40
60
80
100
120
140
160
7 5%
High
Moderately high
Less
Very less
Total
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
SUBSCRIBING YEARS
The table 19 describes the distribution of respondents based on the subscribing years. It is
classified as recently, 1 to 3 years, 3 to 6 years 6 to 10 years and 10 & above.
Table 19
INFORMATION ABOUT SUBSCRIBING YEARS
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Years Numbers Percentages
Recently 07 05%
1 to 3 years 21 14%
3 to 6 years 54 36%
6 to 10 years 42 28%
10 & above 26 17%
Total 150 100%
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Interpretation
It is found from the table 19, that 05% of respondents are under the group recently, 14%
of respondents are under the group 1 to 3 years, 36% of respondents are under the group of 3
to 6 years, 28% of respondents are under the group of 6 to 10 years and 17% of respondents
are under the group of 10 & above.
It is concluded that a maximum of 36% of respondents are under the group of 3 to 6 years.
CHART: 19.1
CHART SHOWING ABOUT SUBSCRIBING YEARS OF NEWSPAPER
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
East Point College of Higher Education 60
5%
14%
36%
28%
17%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Recently 1 to 3 years 3 to 6 years 6 to 10 years 10 & above
No: of subscribing years
Pe
rcentages
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
ADDITIONAL PAGES & SUPPLIMENTS
The table 20 describes the distribution of respondents based on additional pages &
supplements. It is classified as special features, agricultural pages business pages,employment & education and others.
Table - 20
INFORMATION ABOUT ADDITIONAL PAGES & SUPPLIMENTS
Particulars Numbers Percentages
special features 60 40%
Agricultural pages 11 07%
Business pages 28 19%
Employment & education 45 30%
Others 06 04%
Total 150 100%
Interpretation
It is found from the table 20, that 40% of respondents are under the group of special features,
07% of respondents are under the group of agricultural pages, 19% of respondents are under
the group of business pages, 30% of respondents are under the group of employment &
education and 04% of respondents are under the group of others.
It is concluded that a maximum of 40% of respondents are under the group of special features
CHART.20.1
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
CHART SHOWING ABOUT ADDITIONAL PAGES & SUPPLIMENTS
0
20
40
60
80
100
120
140
160 special features
Agriculturalpages
Business pages
Employment &education
Others
Total
BUYERS SATISFACTION
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
The table 21 describes the distribution of respondents based on buyers satisfaction with news
paper agents. It is classified as highly satisfied, satisfied, moderately satisfied, dis satisfied
and highly dis-satisfied.
Table - 21
INFORMATION ABOUT BUYERS SATISFACTION
Interpretation
East Point College of Higher Education 63
Particulars Numbers Percentages
Highly satisfied 07 05%
Satisfied 42 28%
Moderately satisfied 03 02%
Dissatisfied 83 55%
Highly dissatisfied 15 10%
Total 150 100%
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
It is found from the table 21, that 05% of respondents are under the group of highly
satisfied, 28% of respondents are under the group of satisfied, 02% of respondents are
moderately satisfied, 55% of respondents are under the group of dis satisfied and 10% of
respondents are under the group of highly dis satisfied.
It is concluded that a majority of 55% of respondents are under the group of dis
satisfied.
CHART-21.1
CHART SHOWING ABOUT BUYERS SATISFACTION
0
20
40
60
80
100
120
140
160
Highly satisfied
SatisfiedModerately satisfied
Dissatisfied
Highly dissatisfied
Total
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
DRAWBACKS OF NEWS AGENTS
The table 22 describes the distribution of respondents based on the drawbacks of the news
agents. It is classified as late delivery, misbehavior, non delivery some days, papers are not
properly placed and others.
Table - 22
INFORMATION ABOUT DRAW BACKS OF NEWS AGENTS
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Particulars Numbers Percentages
Misbehavior 02 03%
Non delivery some days 25 37%
Papers are not properly placed 22 33%
Others 05 07%
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Interpretation
It is found from the table 22, that 20% of respondents are under the group of late
delivery, 03% of respondents are under the group of misbehavior, 37% of the respondents are
under the group of non delivery some days, 33% of the respondents are under the group of
papers are not properly placed and 07% of respondents are under the group of others.
It concluded that a maximum of 37% of respondents are under the group of non delivery
some days.
CHART-22.1
CHART SHOWING ABOUT DRAW BACKS OF NEWS AGENTS
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
0
5
10
15
20
25
Mis behavior
Non delivery somedays
Papers are notproperly placed
Others
FINDINGS
1. The majority of the respondents are comes from males.
2. A maximum of the respondents were in 30-40 years and 40-50 years.
3. A maximum respondents salaries are at Rs. 10000-15000.
4. A maximum of the respondents are Government employees.
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5. A majority of respondents are buying news paper from the news agents.
6. A maximum of respondents are reading more than one newspaper because of less
national news in particular daily.
7. A maximum of 39% of respondents are interesting in entertainments like contests,
competitions etc.
8. A maximum of respondents are told that cinema & classifieds are important in
newspapers.
9. A majority of respondents are told that photos are required with news.
10. A majority of respondents are giving preferences to the local & national news.
11. A maximum of respondents are started for subscribing newspaper in between 3
years to 6 years.12. A maximum of respondents are interested in additional pages & supplements like
special features, agricultural pages, etc.
SUGGESTIONS
1. The important aspect for satisfaction of he consumer in newspaper is timely delivery of
the newspaper so news paper should be timely delivered without any fail.
2. The study has clearly established that local news coverage is the most preferred factor on
the part of readers. The sentiments of the local people have to be brought to the forefront
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
to attract the attention of the authorities concerned. Persons, places of local important
should find their place on news paper.
3. The study under lines the importance of more national & international news, business &
sports news. They are to be included to be satisfying the varied needs of different segments of
the readers.
4. To increase circulation in rural areas more and more news item related to them are to be
produced. In this regard, more reporters are to be employed so that they can search for news
from different walks of life
5. From the study it has been found that majority of readers are interested in contests,
competitions and coupons etc. they help to make response of a huge audience and makesthem friendly mind towards the paper. The paper may conduct competitions, contests, and
coupons extensively to stimulate quick response from a large number of people.
6. Majority of readers is very much interested in special features. Therefore special attention to
be put on publishing features
7. The study brings out the importance of the use of colours in printing. Readers suggest the
use of more colours to make the paper attractive and pleasing. Use of colours shouldnt be
confined to ads only as it was done earlier. They have to be extenuated to newsworthy photos,
even to news columns.
8. The study stress on the advanced technology in printing. Advanced printing technology
should be used to give the news paper a new look.
9. Clarity of letters and arrangement of colours are the main factors to be maintained. The
organization should keep place with latest trends in the printing.
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
10. The study reveals that the importance of various types of campaigns for increasing
circulation. The company should formulate a selling promotion mix viz. catching ads, dealer
promotion and publication campaign etc.
11. The study has been found that television is the most effective media for advertising on news
papers. Increase the ads of newspaper on television.
12. Introduce additional pages and supplements along with paper. With special reference to
employment and educational pages, sports pages, agricultural pages and free application forms
etc.
13. The study reveals that electronic media have strong influence on newspapers. Internet edition
of newspaper is more common today. The company may start it to improve competitive strength.
14. Sample copy may be supplied in low circulated areas to build awareness and to motivate the
readers to subscribe the paper.
CONCLUSION
The study reveals the various aspects related to the readers buying habits and tastes and
suggestions to improve the circulation of newspaper.
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THE TASTE AND PREFERENCE OF NEWSPAPER READERS
Malayalam newspapers play a vital role in the life of Kerala people. This study identifies the
reason for reading or subscribing a particular newspaper, which may mainly be attributed to
reliability of local news. And reason for reading more than a paper is for knowing more national
news.
It has clearly been established that Malayala Manorama is the market leader in Kerala.
Majority of buyers or subscribers (95%) gets newspaper from news agents. Late delivery and
non delivery were the main reason of dissatisfaction of buyers. Readers think newspaper ads
useful, especially general ads and educational ads. Cartoons and comics are the most preferred
special articles. Most of respondents were very much interested in special type of features.
Majorities are of the opinion that use of colors in printing. Some of readers prefer local news to
other contests in the newspaper. Impartial and reliable mind towards news were found to be
important function of newspaper. Printing, layout and photos are to be maintained in a
newspaper. Circulation can be increased with the help of newsagents. Out of total agents
interviewed, suggest ad campaign to be the effective method for improving circulation. Most of
respondents suggested television as the effective media for advertising newspaper. The study
underlines the importance of promotional schemes for newsagents. Some other respondents
opinion that electronic media is seen as influencing newspapers. Frequent price hike is found to
be affecting circulation badly. Impartial approach towards news is the main suggestion by
respondents. The important aspect for satisfaction of he consumer in newspaper is timely
delivery of the newspaper so news paper should be timely delivered without any fail.
BIBLIOGRAPHY
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BOOKS
1. PHILIP KOTLER, 1998. Marketing management (9th edition), Newdelhi: Ashok
K.Ghosh, prentice-hall of India private limited.
2. C.R.KOTHARY, 1997. Research Methodology- Methods and Techniques (2nd edition),
Wishwa Prakashan, ansari road, new delhi
3. Malayala Manorama year book 2000, millennium edition.
4. Malayala Manorama year book 2007.
5. S.P.GUPTA, Statistical methods
WEB SITES:
www.chandrikaonline.com
www.Indiannewspaperindustry.com
QUESTIONNAIRE
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1. Name :
2. Gender : Male Female
3. Age : Below 20 20-30 30-40
40-50 Above 50
4. Monthly income : Below 5000 5000-10000 10000-15000
150000-20000 Above 20000
5. Occupation : Business Govt. employee Student
Farmer Other
6. From where do you buy the newspaper?
Book stall Agent Street seller
Retail shop others
7. Who make newspaper purchase decision?
Own self Family members Children
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Friends & colleague Others
8. In terms of given factors what made you subscribe the particular daily?
More local news coverage More sports & arts news
Good printing &photography More national & international news
Editorial Others
9. Do you read more than one daily: Yes/ No.
If yes, what are the defects in Chandrika news paper?
Less local news Less national news Less employment news
Less business news Others
10. Which entertainments attract you most in the Chandrika newspaper?
Coupons Discount Contents
Competitions Others
11. Which type of ads do you require more in a newspaper?
Classifieds Legal ads Employment
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General ads Others
12. Which media do you prefer get news daily?
Television Radio News paper
Internet Others
13. Do you think that cinema & classified ads are must in Chandrika newspaper?
Highly necessary Necessary Moderately necessary
Not necessary Highly not necessary
14. Do you require more photos related to news?
Highly required Required Moderately required
Not required Highly not required
15. Give your opinion about which contest is given more importance in newspaper?
Local/National news Cinema & Art Spots & Games
Advertisement & Business news Employment & Education news
16. From how many years did you subscribe?
Recently 1 to 3 Years 3 to 6 Years
6 to 10 Years 10 Years & above
17. (a) Do you require any help from newspaper office for increasing circulation ?
Yes/ No
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(b) If yes which type of help
Adequate training Proper supervision Sufficient reward
Inducements Others
18. What are methods according to you, which may be suggestible to increase subscription
copy?
Use simple language Honest reporting
Additional pages supplements
19. From the following which is the most effective method for increasing the circulation?
Advertisement Free gift with the paper
Discount cards & Insurance Give free copies for a short period
Others
20. Have other media advertising influenced the increasing newspaper copy?
Television Radio Screen slides
Internet Other publications
Thanks and Regards