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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

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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

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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.

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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.

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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.

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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:

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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

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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:

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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,

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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

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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.

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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

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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

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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

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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

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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.


GRAPH 4.2: RESPONDENTS ON THE BASIS OF AGE

AGE

Above 40

25-35

15-25

Less than 15


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

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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.


GRAPH 4.3: RESPONDENTS ON THE BASIS OF OCCUPATION

OCCUPATION

White-CollarMNC

Employees

Government

Employees

Businessman

Student


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

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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.


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.

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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.


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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

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started between 5-10 years back, and 8.63 percent of respondents started this habit 10

years back or so.


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


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


INFLUENCE OF FRIENDS FOR THEIR NEWSPAPER READING HABIT

Friends influence No. of Respondents Percentage



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Influenced 23 16.55



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.


INFLUENCE OF PROFESSION FOR THEIR NEWSPAPER READING HABIT

Profession influence No. of Respondents Percentage



Influenced 29 20.86


Least influenced 27 19.42Total 139 100


INFLUENCE OF RELATIVES FOR THEIR NEWSPAPER READING HABIT

Relatives influence No. of Respondents Percentage



Influenced 24 17.27



Total 139 100

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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.


INFLUENCE OF SCHOOLS FOR THEIR NEWSPAPER READING HABIT

School influence No. of Respondents PercentageMost Influenced 29 20.86


Influenced 29 20.86



Total 139 100


INFLUENCE OF COLLEGE FOR THEIR NEWSPAPER READING HABIT

College influence No. of Respondents Percentage



Influenced 28 20.14



Total 139 100


INFLUENCE OF COMPETITIVE FORCES FOR THEIR NEWSPAPER

READING HABIT

Competitive forces influence No. of Respondents Percentage



Influenced 21 15.11

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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

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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)

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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.


GRAPH 4.16: RESPONDENTS ON THE BASIS OF NEWSPAPERS LANGUAGE

LANGUAGE OF NEWSPAPER READ

Both

Vernacular

English

Anyone

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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

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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.


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


Phi test 0.208*


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

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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


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


Phi test 0.276*


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


Indian Express 30 21.58

The Hindu 53 38.13

The Times Of India 24 17.27

Deccan Chronicle 21 15.11

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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.


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

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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*


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

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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


Phi test 0.271*


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

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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


Phi test 0.371*


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

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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


Phi 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

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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.


PREFERRED PAGE IN THE NEWS PAPER


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*


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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.


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


IMPORTANCE OF NEWS PAPER ON THE BASIS OF UPDATING

KNOWLEDGE

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IMPORTANCE OF NEWS PAPER ON THE BASIS OF PRESENTATION OF

NEWS


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


Poor 43 30.94

Very poor 42 30.22

Total 139 100

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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


Poor 47 33.81

Very poor 43 30.94

Total 139 100

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IMPORTANCE OF NEWS PAPER ON THE BASIS OF PRESENTING FACTS


IMPORTANCE OF NEWS PAPER ON THE BASIS OF SUPPORTING HUMAN

RIGHTS


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


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


Poor 44 31.65

Very poor 34 24.46

Total 139 100

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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


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



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


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


Poor 43 30.94

Very poor 13 9.35

Total 139 100

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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,


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


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


Poor 18 12.95

Very poor 6 4.32

Total 139 100

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THEIR PREFERENCE OF CLARITY IN THE PICTURE IN NEWSPAPERS


THEIR PREFERENCE ABOUT OVERALL NEWSPAPER QUALITY

Color pages in newspaper No. of Respondents Percentage

Excellent 44 31.65

Good 27 19.42


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


Poor 18 12.95

Very poor 9 6.47

Total 139 100

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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,


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


Poor 19 13.67

Very poor 13 9.35

Total 139 100

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THEIR PREFERENCE ABOUT NEWSPAPER CONFESSING THEIR

MISTAKES

TABLE 4.40: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE

RELIABILITY OF INFORMATION PROVIDED


ACCURACY OF INFORMATION PROVIDED

Confessing mistakes done No. of Respondents PercentageExcellent 42 30.22

Good 32 23.02


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


Poor 22 15.83

Very poor 12 8.63

Total 139 100

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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


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,



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


ACCURATE SERVICE PROVIDED BY THE NEWSPAPER

Accuracy of information No. of Respondents Percentage

Excellent 46 33.09

Good 48 34.53


Poor 15 10.79

Very poor 8 5.76

Total 139 100

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PROMPT SERVICE PROVIDED


KEEPING UP THE PROMISE MADE BY THE PAPER

Accurate service No. of Respondents Percentage

Excellent 40 28.78

Good 50 35.97


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


Poor 21 15.11

Very poor 17 12.23Total 139 100

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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



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



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


CLARIFICATION OF DOUBTS

Keeping up promises made No. of Respondents Percentage

Excellent 45 32.37

Good 40 28.78


Poor 17 12.23

Very poor 10 7.19

Total 139 100

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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


Poor 29 20.86

Very poor 12 8.63

Total 139 100

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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

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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

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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

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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.

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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

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PREFERRED NEWS PAPERS REPUTATION IN THE MARKET

Reputation of paper No. of Respondents Percentage

Excellent 42 30.22

Good 43 30.94


Poor 17 12.23

Very poor 11 7.91

Total 139 100


PREFERRED NEWS PAPERS AVAILABILITY IN THE MARKET


PREFERRED NEWS PAPERS READER FRIENDLINESS

Availability of paper No. of Respondents Percentage

Excellent 48 34.53

Good 47 33.81


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

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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



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



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


PREFERRED NEWS PAPERS OVERALL PRODUCT QUALITY

Reader friendliness No. of Respondents Percentage

Excellent 51 36.69

Good 35 25.18


Poor 10 7.19

Very poor 10 7.19

Total 139 100

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PREFERRED NEWS PAPERS IN CATERING TO A FAMILY NEED


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


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


Poor 15 10.79

Very poor 14 10.07

Total 139 100

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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


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


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


Poor 14 10.07

Very poor 7 5.04

Total 139 100

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Table 4.56: PREFEERED FEATURES OF RESPONDENTS


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:


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.


COVERAGE OF LOCAL NEWS

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COVERING REGIONAL NEWS


COVERING NATIONAL NEWS

Coverage of local news No. of Respondents Percentage

Excellent 43 30.94

Good 43 30.94


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


Poor 14 10.07


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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


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



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


COVERING INTERNATIONAL NEWS

Coverage of national news No. of Respondents Percentage

Excellent 43 30.94

Good 45 32.37


Poor 15 10.79

Very poor 12 8.63

Total 139 100

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COVERING SPORTS NEWS


COVERING POLITICAL NEWS

Coverage of international news No. of Respondents Percentage

Excellent 48 34.53

Good 37 26.62


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


Poor 16 11.51


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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


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


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



COVERING FILM HULCHUL

Coverage of political news No. of Respondents Percentage

Excellent 58 41.73

Good 48 34.53


Poor 10 7.19

Very poor 5 3.60

Total 139 100

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BRINGING OUT SUPPLIMENTS (EDUCATION, HEALTH, WOMEN)


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


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


Poor 14 10.07Very poor 4 2.88

Total 139 100

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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


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.

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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


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:


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

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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.


GRAPH 4.66: RESPONDENTS ON THE BASIS OF OVERALL SATISFACTION

OVERALL SATISFACTION

Highly

Dissatisfied

Dissatisfied

ManageableSatisfied

Highly

Satisfied


ENCOURAGING FREIENDS & RELATIVES TO READ PREFERRED PAPER

Encourage Friends & Relatives to Read No. of

Respondents

Percentage

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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.


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

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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.


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

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Encouraging Friends 2.468 1.801

Continuation with same Newspaper 2.201 1.597

F-Ratio:


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

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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

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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

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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:

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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.

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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

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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

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