A STUDY ON CONSUMERS’ PREFERENCE TOWARDS

“THE HINDU NEWSPAPER”

PROJECT REPORT
Project report submitted to the Bharathiar University

In partial fulfillment of the requirements for the award of the degree of

BACHELOR OF BUSINESS MANAGEMENT WITH COMPUTER

APPLICATION

Submitted by

L. ASWIN (Reg. No: 0725G0255)

Under the Guidance and Supervision of

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

DEPARTMENT OF MANAGEMENT STUDIES

KONGU ARTS AND SCIENCE COLLEGE

(Affiliated to Bharathiar University,Coimbatore)
Nanjanapuram, Erode – 638107.

2007-2010
Certificate
 CERTIFICATE

This is to certify that the Project report entitled “A STUDY ON

CONSUMERS’ PREFERENCE TOWARDS “THE HINDU NEWSPAPER” is a
bonafide record of the work done by L. ASWIN (Reg. No: 0725G0255), and
submitted in partial fulfillment of the requirements for the award of degree of
Bachelor of Business Management with computer application, Bharathiar
University, Coimbatore.

Head of the Department Faculty Guide

PRINCIPAL

Internal Examiner External Examiner

Seal Viva Voce examination held on

Declaration
 DECLARATION

I , hereby declare that the dissertation, entitled “A STUDY ON

CONSUMERS’ PREFERENCE TOWARDS “THE HINDU NEWSPAPER”

submitted to the BHARATHIAR UNIVERSITY in partial fulfillment of the

requirements for the award of the Degree of BACHELOR OF BUSINESS

MANAGEMENT WITH COMPUTER APPLICATION is a record of original

research work done by us during the period of 2007-2010 under the supervision

and guidance of Mr. G.VENUGOPAL, M.A., M.Phil., MBA., Lecturer in

Department of Business Management Studies, Kongu Arts and Science College,

Nanjanapuram, Erode.

Place : SIGNATURE OF THE CANDIDATE

Date :
Acknowledgeme
nt
 ACKNOWLEDGEMENT

I take this opportunity to acknowledge with great pleasure, deep

satisfaction and gratitude. The investigator places on record, her sincere thanks
to Thiru. E.R.KARTHIKEYA, M.A., Correspondent, Kongu Arts and science
college, erode for providing the opportunity to conduct the study.

The investigator is highly indebted to Dr. N. RAJAGOPAL, M.S.c.,

M.Phil., Ph.D., PGDCA, D.A., Principal, Kongu Arts and science college, Erode
for his blessings and encouraging words to complete the study.

I sincerely thank Mr. M VISWANATHAN, M.B.A., M.Phil. PGDCA,

Head of Management Department, Kongu Arts and Science College, Erode for
his motivation and encouragement to complete this project successfully.

My whole hearted and profound thanks to Mr. G.VENUGOPAL, M.A.,

M.Phil., MBA., Department of Business Management Studies, for his valuable
support, worthy guidance, encouragement, kind co-operation and timely help to
complete this research in time.

L. ASWIN
Contents
 CONTENTS

Chapter No. Particulars Page No.

List of Tables

List of Charts

I INTRODUCTION AND DESIGN OF THE STUDY 1

1.1 Introduction to the Study 1

1.2 Statement of the Problem 6

1.3 Objectives of the Study 7

1.4 Limitations of the Study 8

1.5 Research Methodology 9

1.6 Hypothesis 13

1.7 Limitation of the Study 14

II REVIEW OF LITERATURE 15

III PROFILE OF THE HINDU 16

IV DATA ANALYSIS AND INTERPRETATION 22

V FINDINGS, SUGGESTIONS AND CONCLUSION 66

5.1 Findings 66

5.2 Suggestions 68

5.3 Conclusion 69

Bibliography 70

Annexure 71
List of
Tables
 LIST OF TABLES

TABLE PAGE
NO.
PARTICULARS
NO.

4.1 AGE OF THE RESPONDENTS 23

4.2 GENDER OF THE RESPONDENTS 25

4.3 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS 27

4.4 OCCUPATION OF THE RESPONDENTS 29

4.5 NEWSPAPER TO READ 31

4.6 QUALITY OF INFORMATION OF THE HINDU NEWSPAPER 33

4.7 AN EXPERT ASK TO PURCHASE 35

4.8 NO. OF RESPONDENTS OF READING 37

4.9 RELIABLE INFORMATION 39

4.10 SUPPLYMENTRY COPY OF THE HINDU 41

4.11 RELEVENT INFORMATION 43

4.12 RELEVENT OPTION 45

4.13 PROBLEM FACED TO USE THE HINDU NEWSPAPER 47

4.14 LACKING IN COVERING LOCAL AREA NEWS 49

4.15 VALUE TO ADD IN OUR LIFE 51

4.16 GIVING MORE KNOWLEDGE 53

4.17 EFFECTIVE INFORMATION 55

List of
Charts
 LIST OF CHARTS

CHART PAGE
PARTICULARS
NO. NO.

4.1 AGE OF THE RESPONDENTS 24

4.2 GENDER OF THE RESPONDENTS 26

4.3 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS 28

4.4 OCCUPATION OF THE RESPONDENTS 30

4.5 NEWSPAPER TO READ 32

4.6 QUALITY OF INFORMATION OF THE HINDU NEWSPAPER 34

4.7 AN EXPERT ASK TO PURCHASE 36

4.8 NO. OF RESPONDENTS OF READING 38

4.9 RELIABLE INFORMATION 40

4.10 SUPPLYMENTRY COPY OF THE HINDU 42

4.11 RELEVENT INFORMATION 44

4.12 RELEVENT OPTION 46

4.13 PROBLEM FACED TO USE THE HINDU NEWSPAPER 48

4.14 LACKING IN COVERING LOCAL AREA NEWS 50

4.15 VALUE TO ADD IN OUR LIFE 52

4.16 GIVING MORE KNOWLEDGE 54

4.17 EFFECTIVE INFORMATION 56

 Chapter – I

Introduction
and Design of
the Study
 CHAPTER-I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION TO THE STUDY

The newspaper is defined as “Any printed periodical work, containing

public news or comments on public events” Press and Registration Book Act
1987.

Media in India, experience newspaper media, are undergoing significant

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

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

prosperous press is the guarantor of popular rights. The press flight by itself
alone, but not for itself by alone. To most people “The press” means the daily
newspaper, but although re-eminent in influence and importance, daily
newspapers are only a small part of the press the farm “newspaper” is usually
applied to the publications devoted mainly for recording current events and the
term “periodicals” to magazines, reviews to journals.

In reality the press is a private industry and a public service. No other

force in public life operates so persistently and so extensively in its range of
appeal. The scope of this subject of appeal and matter as so does the press.
Newspapers have a unique dimension of social responsibility, which means the
newspaper industry different from every other industry. But business success is
as vital to this industry as to any other.
 According to the recorded facts the first newspaper of the world was
published in China around 1000 years ago. It meant “News of the Capital”. The
second newspaper of the world was the “Acto Divra” which meant, “Daily
happening” in Greek. There are the oldest two newspapers in the pre-recorded
history.

The first newspaper of the world was the “Morning Post” which was
started in London in the year 1772 followed by this another newspaper “The
London Times” started in publications.

The Origin of the Indian Newspaper

The first newspaper in Indian appeared on 29 th January 1780, which James

Augustris Hicky started the “Bengal Gazette” or “Calcutta General Advertises”
This was a weekly political and commercial paper open to all parties but
influenced by none. Journalism started in India as a mission to expose the
malpractices of East India Company Rule and Administration for his criticisms
Hicky was fined a large amount and later on imprisoned. Simultaneously a
number of Journals emerged under the sponsorship of company officials for
defending themselves against the criticism made by Hicky and his followers.

The second one came up in November 1780. The third one up in February
1784. The Calcutta Gazette this was followed by “Bengat Chronicle” in 1785
from them onwards the news and newspaper have flooded throughout India,
Indian press the present Scenario.

The Indian press consists of more than 20000 newspaper magazines and
periodicals published in 20 different languages with a combined circulation of
more than 55 million. The number of the major newspaper, ‘magazines with
membership in Indian Newspaper Society (INS) is given 53.4%. It has a
combined circulation of 34 millions out of these there and 150 English with
circulation of 7 millions and there are 38 in Indian languages with a circulation of
27 million.

News Agencies

There are 4 main news agencies in India.

1. Press Trust of India (PTI)

2. United News of India (UNI)

3. Sam char Bharathi (SB)

4. Hindustan Sam char (HS)

While the Press Trust of India is supplying news in English, the other two
are operating through the medium of Hindi and other Indian languages. Since
May 1982, the United News of India has also launched a new service in Hindi
and the credit line of “UNIVARTA”. Similarly Press Trust of India has started in
1986 a Hindi language news service called Press Trust of India BHASHA.

Role of Newspapers to the Consumers

The power of the press is felt on our activities. It controls the rise and face
of ceings, cabinets and presidents. Once an editor said “I care not who governs
the country so long as I can govern the press” . The press has rightly been called
the “Fourth Estate”. Such an influential organ has to shoulder great
responsibilities the power, unless used with great care will cause server damage.

The first and foremost duty of the press is to furnish uncolored news, but
at the same time, it should furnish news on all fields such as science, economic,
politics etc. The news should not suppressed undue emphasis be laid. Some
sensational newspaper now a days print unimportant and trivial news in the
front pages, while world wide important news are not given place in the first
page.

Another great responsibility of the press is to represent public opinion

without fear or favors. As the press is called the eyes and ear of the world, it has
to keep an eye on what happens and reflects views of the people on those
happenings. The press is a medium not only to give news to the public but also
to express the public opinion.

The letters of the consumers published under “Letters to the Editors”

“Yours Views” etc. Initiate debates on controversial issues. It will help definitely
to bring out the best of it. Thus the press is not only a mirror of what the people
thinks, but it is also a school of Instruction, a source of guidance to the common
people.

CONSUMERS VALUE

Consumers delivered value is the difference between total consumers

value and total consumers cost. Total consumers value is the bundle of benefits
consumers expect to incur in evaluating, obtaining, using and disposing of the
product or service.

CONSUMERS STATISFACTION

“Satisfaction is a person’s feelings of Pleasure of disappointment resulting

from comparing products perceived performance (or outcome) in relation to his
or her expectations”.

At this definition makes clear, satisfaction is a function of perceived

performance and expectations. If the performance falls short of expectations, the
consumers is dissatisfied. If the performance matches the expectations, the
consumers are satisfied. If the performance exceeds expectations, the consumers
is highly satisfied or delighted.

Many companies are aiming for high satisfaction because consumers who
are just satisfied still find it easy to switch when a better offer comes along.
Those who are highly satisfied are much less to switch. High satisfaction or
delight creates an emotional bond with the brand, not just, a rational preference.
The result is high consumer’s loyalty.

From past buying experience, friend’s and associate’s advice, and

marketer’s and competitor’s information and promises.

The key to generating high consumer’s loyalty is to deliver high

consumers value According to Michael Lanning, in hi delivering profitable
value; a company must develop a competitively superior value proposition and a
superior value delivery system.

A company’s value proposition is much more than it’s positioning on a

single attribute; it is a statement about the resulting experience consumers will
have from the offering and their relationship with the supplier.

The brand must represent a promise about the total resulting experience
that consumers can expect. Whether the promise is kept depends upon the
company’s ability to mange its value - delivery system includes all the
communications and channel experiences the consumers will have on the way
to obtaining the offering.
1.2 STATEMENT OF THE PROBLEM

Knowledge is power “In today’s world there is an increasing demand of

knowledge, especially after the economy has opened up the world is becoming
one small village newspaper is one effective media which producers relevant
information”.

Newspaper now a days has become one of the most important sources
of information for reduce to know things in depth no doubt other media
vehicles live television, radio and other sources provided information but they
crack inner course of action that is really wanted by the reduce.

The print media becoming very competitive throughout the country. The
reduce by and large are modernizing their preference and there are various
newspapers are circulated everyday. The need of the study areas to know the
preference towards The Hindu Newspaper will also help to know the attributes
which made the reduce to preference of Hindu.
1.3 OBJECTIVES OF THE STUDY

1. To study the consumer preference towards The Hindu Newspaper.

2. To know the consumer preference towards supplement issued by

the Hindu.

3. To study the preference of the reader with the present distribution

system of newspaper with special reference to agent newspaper
vendors.

4. To offer suitable suggestions for enrich the consumer preference of

The Hindu news paper.
1.4 SCOPE OF THE STUDY

The study is conducted to know the consumer preference of The Hindu

newspaper. This may help the company to decide upon their new ventured.

The research focuses on the several features of the Hindu and in

awareness, suggestion in the market, which may help the company in further
development of the newspaper.

The research provides a complete feedback on The Hindu which may

sincere a backup for their future plans with respect to design area.
1.5 RESEARCH

METHODOLOGY Research

Design

Research Design is descriptive as well as analytical, because the researcher

has used facts or information already available and analyzed these to make a
evaluation of the material.

Primary data collection

Primary data was collected with the help of a structured questionnaire.

The questionnaires were administered to the selected 150 respondents of The
Hindu news paper.

Technique of data collection

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

Area of the study

The study on consumer preference towards has been limited to consumers

located in Erode Town.

Period of the study

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

Sources of Data

The validity of any research is based on the data collected for the study.
The present research is based on both primary as well as secondary data. The
primary data were collected from the selected sample respondents in the study
area. Simple satisfied random sampling method was used to selecting the
respondents.
 Questionnaire was the main tool used for collecting the first hand
information from the respondents. Hence, great attention was given to construct
the questionnaire. The questionnaire was prepared with the help of the research
guide and experts. The questions were framed in a sample manner, capable of
being answered easily and quickly by the respondents.

The possible answer to every question and to put a tick mark by the
respondent whenever was applicable.

The study also consists of secondary data, which are collected from
magazines, newspapers and journals and also website.

Sample Size

The sample size selected for the study is 150 respondents.

The respondents are selected by simple random sampling method.

Sampling Techniques

Data on the various aspects directly and indirectly related to the

investigation were gathered through questionnaires to the respondents.

The questions were necessary to ensure the reliability of the information.

The questions were simple to understand and to contain the choice of questions
means simple alternative choice, etc., so that information should be collected
from various respondents. It should be seen that parties are not biased or
prejudiced and are mentally sound.

Tools for analysis:

In order to analyze the consumer preference of respondents, the following

tables of analysis were used to obtain the various objectives of the study.
(i) Percentage analysis

Percentage refers to a special kind of ratio percentages are used in making

comparing between preferences, awareness and satisfaction with various other
factors.

Observed data

Percentage =-----------------------------100

Sample size

Chi – square Test:

A family of probability distribution, differentiated by this degree of

freedom is used to test a member of different hypothesis about variances,
proportions, and distributional goodness of fit.

 
2

O  E 2
Chi-square test  = 
E

Degree of freedom = (R -1) (C -1)

Wherein,

O = Refers to the observed frequency

E = Refers to the expected frequency

R = Refers to the number of rows

C = Refers to the number of columns

1.6 HYPOTHEISIS:

In order to realize that objective of the study the following hypothesis has
been formulated.

There exists significant relationship between level of preference of age,

gender, educational qualification, income, occupation, and family size.

The probabilities indicate the extent of reliance that can be placed on

conclusion drawn. The same technique is used incase of chi- square test and the
table value chi- square are available at various probabilities level. These levels
are called level of significance. Usually the value of chi- square is at 5% level of
significance.

Null hypothesis (Ho)

“Null hypothesis is one that would be true if the alternative hypothesis

were false”. It is a very useful tool in testing the significance of difference. It
asserts that the there is no real difference in the sample and the population in the
particular matter under consideration. It is usually denoted by the symbol H o.

The level of significance is always same percentage (usually 5%) which

should be chosen with great care, thought and reason. H o will be rejected when
the sampling result is less than 0.05 probability of occurring it H o is true and vice
versa in case of 5% level of significance
1.7 LIMITATION OF THE STUDY

1. The sample size is only 150.

2. The period of study is limited

3. There is no comparative study made.

4. Under the study illiterate people excluded.

5. The result of analysis made in the study depends fully on the

accuracy; reliability of information’s given by respondents.
 Chapter – II

Review Of
Literature
 CHAPTER-II

REVIEW OF LITERATURE

Rebekah (2006) Wade has remarked that the newspaper success would
probably depend more on free CD’s and DVD’s than on it journalists
.Newspaper particularly hope that CD’s and DVD’s will appeal to the young

who are increasingly getting their news online.1

Narasimha Rao P.V.L. National consumership survey (2005) press

continue to grow from time to time. Press adds 34 million consumers in the last 2
years over the last 3 years the number of consumers of dailies and magazines put
together among those aged 15 years and above has grown from 179mn to 200mn
a growth of 4% every years.2

John O Shaughnessy (1987) marketing strategic is a broad conception of

how resource to be Delhi to achieve market success. The content for a marketing
strategy shows how the proposed key features of the films offering (products,
price, promotion and distribution) are intended to achieve the firm objectives. 3

1
January 21st 2006. Rebekah Wade newspaper extra, extra economist

2 Narasimha Rao P.V.L. Indian English in journalism Vijay Nicole imprint pvt limited Chennai

3 John O Shaughnessy competitive marketing strategic approach ELBS London 1987.

 Chapter – III

Profile of The
Hindu
 CHAPTER-III

PROFILE OF THE HINDU NEWS PAPER

THE HINDU INTRODUCTION

The Hindu is a leading English language newspaper in India with its

largest base of circulation of South India. It is over 125 years old founded in 1878
by Subramanian Ayer, it was headed by a co-founder Veera Raghavachariar,
Kasturi Iyengar, the legal adviser of the newspaper from 1895, bought it in 1905.
Since then his family has retained ownership of the paper. The two basic
principles on which the founders flagged the newspaper were fairness and
justice. The Hindu was published weekly since 1878 and daily since 1889. Its
current net paid circulation exceeds 1 million copies. It is said to enjoy a
consumership of 3 million in India and abroad and an annual turnover of around
4 billion rupees ($ 80 million). In 1995 The Hindu became the first Indian
newspaper to offer an online edition.

“The Hindu” user modern facilities for news gathering, page composition
and printing. It is printed in twelve centre including the Main Edition at
Chennai (Madras) where the co-operate office is based. The printing centre at
Coimbatore, Bangalore, Madurai, Hyderabad, New delhi, Vizag, Kochi,
Thiruvananthapuram, Vijayawada, Mangalore and Tiruchirapalli are connected
with high speed data lines for news transmission across the country. The Hindu
is the only newspaper which brings our supplement on are days of the week.
Supplements

 On Mondays

 Metro Plus

 Business Review

 On Tuesdays

 Young World, an exclusive children’s supplement

 Education

 Book Review

 Improve Young English

 On Wednesdays

 Job Opportunities

 On Thursdays

 Metro Plus

 Science, Engineering, Technology & Agriculture

 NXg, a weekly tabloid, started to share the view of “next

generation”.

 On Fridays

 Friday Features cinema, arts, music and entertainment

  On Saturdays

 Metro Plus Weekend

 On Sundays

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

travel health, cuisine, hobbies etc.

 Open Page

 Literary Review, every first Sunday

Popular Columns include this day that age, The Hindu Crossword and Religion.
There is a Sudoku everyday

Metro Plus

Metro plus throws the spotlight on what happening in the city, events
Music Heritage, Life style, people, fashion, Dining out and sport are the broad
categories finding expression on this supplement’s pages. Capturing the pulse of
the city and its changing lifestyle, it’s later for the information and entertainment
needs of cross section of consumers.

Education Plus

A plus is always welcome. It is that extra value that makes good thing better.
Education plus comes to you every Monday with the promise of that bonus,
whether you are a student just entering higher secondary schooling or a college
graduate hoping to get the first break after leaving campus or simply someone
who is keen to keep pace with what is happening in education. Education plus
will present and analyse trends in education, provide pointers, and above all,
inform.
 It will report on all that is current and important in the formal and the
non-formal streams as well as in the emerging areas. It will took closely at the
local opportunities and international avenues.

Property plus

India’s property sector is a vibrant and growing areas with new initiatives
being taken by government the construction industry, architects and developers
to transform the landscape.

Property plus features each week articles, reviews and special columns on
the many facts that more these dramatic changes.

History of the Hindu Newspaper

The first issue of the Hindu was published on September 20 1878, by a

group of six young men, led by G. Subramanian Ayer, a radical social reformer
and school teacher from Thiruvaiyyar near Thanjavur.

Initially printing 80 copies a week at the Srinidhi Press in Mint Street,

Black Town, “The Hindu” was published every Wednesday as on eight page
paper, each a quarter of today page size for four annas. After a month with the
Srinidhi Press, the newspaper has in printing shifted to the Scottish press, also in
Black Town. The earliest available issue of the paper is dated June 21, 1881. In
1881 the Hindu moved to Ragoonada Row’s The Hindu press of Mylapore,
planning to make the paper tri-weekly appearing every Monday, Wednesday
and Friday evening but maintaining the same size as before. The paper moved
to rented premises at 100 Mount Road on December 3, 1883. The newspaper
started printing at its own press there, Christened “The National Press”
established on borrowed capital as public subscriptions were not forth coming.
The building itself became the Hindu in 1892 after the Maharaja of
Vizianagaram, Ananda Gajapathi Raja, gave the national press a loan both for the
building and to carry out needed expansion. Its assertive editorials earned the
Hindu the nickname, the new address 100 Mount Road, which to remained. The
Hindu Home till 1939, there issued a guard - size paper with a front page full of
advertisements - a practice that came to an end only in 1958 when it followed the
lead by its idol, the pre-Thomson Times – and three back paper also at he service
of the advertiser. In between, there were more views than news. After 1887,
when the annual session of Indian National Congress was held in Madras, the
paper’s coverage of national news increased significantly and led to the paper
becoming an evening daily stating April 1, 1889.

‘The Hindu”, like many other Indian publishing houses is family – run. It
was headed by G.Kasturi from 1965 to 1991. N. Ravi from 1991 to 2003, and by
his brother N. Ram since June 27th 2003. Other family member including
Nirmala Lakshman, Malini Parthasarathy, Nalini Krishnan, N.Murali, K.Balaji,
K. Venugopal, Ramesh Rangarajan and Publisher S.Rangarajan as direction of
The Hindu and its Parent Company, Kasturi and sons.

The present era is that of information which is available as right time to

the right person. It has been rightly said that soon the power center of the world
would not be those who have the financial muscle or greater resources but those
who have power of information breeds knowledge and knowledge power. This
saying has strongly maintaining is foothold over the acquire and shall continue
doing so.

The Hindu

The Hindu India’s national newspaper since 1878 published by certain

and sons limited, Chennai India. The English languages daily with a net paid
circulation of 1.18 million (ABC July Dec 2008 and a consumership of 4.06,
million (NRs 2006) is the best described as classic yet contemporary.
 It is known for the high quality of its journalism and excellent
presentation. The newspaper is printed at 12 cities in India. The Hindu’s
Independent editorial stand and it’s reliable and balance presentation of the
New.

The Hindu user modern facilities for news gathering page composition
and printing. It is printed in twelve centers including the main edition at
Chennai where the corporate office is bored.

The printing centres Chennai, Coimbatore, Bangalore, Madurai,

Hyderabad, New Delhi, Vizag, Thiruvanandapuram, Coachi, Vijayavada,
Mangalore and Tiruchrapalli are connected with high-speed data lines for new
transmission across the country.

The digital edition of the Hindu e-paper offers itself nothing less delivery
online. You can see each page as it appear in the print edition. This means all the
reports, articles photographs and other graphics have been organized land our
and presented. According to their importance with the appropriate hypography
and design elements. You can also see the advertisement as they appear on the
page.

Three edition of the newspaper Chennai, Hyderabad and Delhi are

available in digital form at this first stage. They are available for viewing at 6.00
am Indian Standard Time (1 st) every day. Access is free for new but well required
registering online.

The e-paper has been developed for the Hindu by Nine Stars Information
Technology Limited and IBM issuing stage of the act technology and offering
high resolution and versatile features.

Whole pages articles, photographs and other images can be viewed in ply
and SPG format and articles can also be read as text. You can make use of the
internet’s powerful feature search. The e-paper offer you search in several forms
you can look for something specific using the search engine.

You can also track stories in your areas of internet by setting your
preference for “My News” a news tracking feature you can clip articles and
photos for future reference and can E-mail them to a friend.
 Chapter – IV

Data Analysis
and
Interpreta
tion
 CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

ANALYSIS

Analysis refers to the methodical classification of data gives in the

financial statements.

INTERPRETATION

The term ‘Interpretation’ means explaining the meaning and significance

of the data so arranged. It is the study of relationship between various factors.

ANALYSIS AND INTERPRETATION

Analysis and Interpretation are closely related. Interpretation is not

possible without analysis and without interpretation analysis has no value.
Hence the term analysis is widely used to refer both analysis and interpretation.

Reader’s satisfaction is an important element of marketing function which

decides the profitability of any concern. In this chapter an attempt is made to
analyze the main factors influencing the purchase decision of the selected sample
respondents in the study area. For the purpose of the analysis, variables are
classified into two important strata viz., dependent variables and independent
variable. The independent variables used in the study are age, sex, educational
status, occupation, and income of the respondent, size of the family and
awareness of the sample respondents.

The study uses both primary as well as secondary data; primary data
was collected through field survey method. For collecting the data questionnaire
was used as a main tool. The data thus collected were tabulated systematically in
an orderly form. Simple statistical too like percentage age, and chi-square test
were employed.
 TABLE NO: 4.1

AGE OF THE RESPONDENTS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Below 20 49 32

21 to 30 30 21

31 to 40 51 34

Above 40 20 13

Total 150 100

INFERENCE

It is observed from the above table shows that 32% of the

respondents are Below 20, 21% of the respondents belong to 21-30 years, 34% of
the respondents belong to 31-40 years, 13% of the respondents belong to above 40
years of the age.

From the analysis, it is concluded that maximum of the respondents are

31-40 years to read the Hindu news paper.
 CHART NO: 4.1

AGE OF THE RESPONDENTS

100

90

80

70

60
PERCENT

Below 20
50 21 to 30
31 to 40
Above 40
40
34
32
30

21
20
13
10

0
Below 20
21 to 30 31 to 40 Above 40
FACTORS
 TABLE NO: 4.2

GENDER OF THE RESPONDENTS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Male 120 80

Female 30 20

Total 150 100

INFERENCE

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

From the analysis, it is concluded that maximum of the respondents are

prefer belong to male category.
 CHART NO: 4.2

GENDER OF THE RESPONDENTS

20

Male
Female

80
 TABLE NO: 4.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

NO. OF
FACTORS PERCENTAGE
RESPONDENTS

Higher secondary 45 30

Under graduate 39 26

Post graduate 53 35

Others 12 7

Total 150 100

INFERENCE

It is identified from the above table infers that 30% of the respondents
belong to the Higher secondary, 26% of the respondents belong to the Under
graduate and 35% of the respondents belong to Post graduate,7% of the
respondents are belong to other.

It is concluded from the above analysis, the maximum(35%) of the

respondents who prefer to the Hindu news paper, are at the Post graduate level.
 CHART NO: 4.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

100

90

80

70

60
PERCENT

Higher secondary Under graduate Post graduate

50 Others
35
40 30
26
30

20
7

10

0
Higher secondary Under graduate Post graduate Others
FACTORS
 TABLE NO: 4.4

OCCUPATION OF THE RESPONDENTS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Student 46 31

Employee 51 34

Business man 32 20

Others 22 15

Total 150 100

INFERENCE

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

It is concluded from the above analysis, that maximum (34%) of the

respondents are employees.
 TABLE NO: 4.4

OCCUPATION OF THE RESPONDENTS

100

90

80

70

60 Student Employee Business man Others

PERCENT

50

40
34
31
30

20 20
15
10

0
Student
Employee Business man Others
FACTORS
 TABLE NO: 4.5

NEWS PAPER TO READ

FACTORS NO. OF RESPONDENTS PERCENTAGE

The Hindu 56 37

Indian express 48 32

Dina malar 25 16

Dina thandi 21 15

Total 150 100

INFERENCE

It is learned from the above table shows that 37% of the respondents are

choose and prefer the news paper for the Hindu, 32% of them Indian express,

16% of the respondents used to Dina malar, 15% of the respondents are used and

read to prefer the Hindu news paper.

 CHART NO: 4.5

NEWS PAPER TO READ

100

90

80

70

60
PERCENT

The Hindu Indian express Dina malar

50
Dina thandi

40 37
32
30

20 16 15

10

0
The Hindu Indian express Dina malar Dina thandi
FACTORS
 TABLE NO: 4.6

QUALITY OF INFORMATION OF THE HINDU NEWS PAPER

FACTORS NO. OF RESPONDENTS PERCENTAGE

Excellent 25 17

Good 65 43

Fair 49 32

Poor 11 7

Total 150 100

INFERENCE

It is divulged from the above table that 17% of the respondents quality of

Hindu newspaper is excellent, 43% of the respondents opinion is good,32% of

them fair, 7% of the respondents quality information of the news paper is poor.

It is concluded from the above analysis, that maximum of the respondents

opinion of quality information is good.
 CHART NO: 4.6

QUALITY OF INFORMATION OF THE HINDU NEWS PAPER

100

90

80

70

60
PER C E N T

50 Excellent Good Fair

43 Poor
40
32
30

20 17

10 7

0
Excellent Good Fair Poor
FACTORS
 TABLE NO: 4.7

AN EXPERT ASK TO PURCHASE

NO. OF
FACTORS PERCENTAGE
RESPONDENTS

Very important 22 15

Fairly Important 52 34

Neutral 54 36

Not so Important 9 6

Not at all 13 9

Total 150 100

INFERENCE

From the above table shows that 15% of the respondents expert
consideration to buy the news paper is very important,34% of them Fairly
Important, 36% of them Neutral, 6% of the respondents not so Important and 9%
of the respondents expert option of to buy the news paper is Not at all.
 CHART NO: 4.7

AN EXPERT ASK TO PURCHASE

100

90

80

70

60 Very important Fairly Important Neutral

PE R C EN T

Not so Important
50 Not at all

40
36
34
30

20
15
10 9
6

0
Very important Fairly Important
Neutral Not so Important Not at all
FACTORS
 TABLE NO: 4.8

NO. OF RESPONDENTS OF READING

FACTORS NO. OF RESPONDENTS PERCENTAGE

All of the time 32 22

Very often 47 31

Often 68 45

Sometimes 3 2

hardly ever 0 0

Total 150 100.0

INFERENCE

It is understood from the above table that 22% of the respondents are
reading the news paper in all of the time, 31% of them very often, 45% of them
often and 2% of the respondents are read the news paper in sometimes..

From the above analysis, it is concluded that the maximum of the

respondents are read Hindu news paper in Often.
 CHART NO: 4.8

NO. OF RESPONDENTS OF READING

100

90

80

70

60
PE R C E N T

45 All of the time Very often Often

50 Sometimes

40 31

22
30

20
2
10

0
All of the time Very often Often Sometimes
FACTORS
 TABLE NO: 4.9

RELIABLE INFORMATION

FACTORS NO. OF RESPONDENTS PERCENTAGE

Very much 60 40

Neutral 68 46

Not much 14 9

Not at all 8 5

Total 150 100.0

INFERENCE

It is learned from the above table that 40% of the respondents are getting
reliable information to using the Hindu news paper, 46% of them neutral, 9% of
them not much,5% of the respondents are have reliable information to use the
Hindu news paper.

It is found from the above analysis, that maximum (46%) of the

respondents are getting information to use this news paper in neutral average.
 CHART NO: 4.9

RELIABLE INFORMATION

100

90

80

70

60
PERCENT

Very much Neutral Not much Not at all

50
46
40
40

30

20

10 9
5
0
Very much
Neutral Not much Not at all
FACTORS
 TABLE NO: 4.10

SUPPLYMENTRY COPY OF THE HINDU

FACTORS NO. OF RESPONDENTS PERCENTAGE

Young world 29 20

Magazine 92 62

Friday review 21 14

oppertunities 6 4

Others 2 1

Total 150 100

INFERENCE

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

SUPPLYMENTRY COPY OF THE HINDU

100

90

80

70
Young world Magazine Friday review oppertunities Others
62
60
PERCENT

50

40

30

20 20
14
10
4
1
0
Young world Magazine Friday review oppertunities Others
FACTORS
 TABLE NO: 4.11

RELEVENT INFORMATION

FACTORS NO. OF RESPONDENTS PERCENTAGE

Yes 108 72

No 42 28

Total 150 100

INFERENCE

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

RELEVENT

INFORMATION

28

Yes
No

72
 TABLE NO: 4.12

RELEVENT OPTION

NO. OF
FACTORS PERCENTAGE
RESPONDENTS

Time constraint to read

28 19
newspapers(English or Tamil)

More time consumption to read

52 35
"The Hindu"

Non availability of "The Hindu"

55 36
in your area

Prefer to read Tamil news paper 5 3

To read other newspaper 9 7

Total 150 100

INFERENCE

From the above table shows that relevant information of the user
preference in 18% of the respondents are Time constraint to read newspapers
(English or Tamil), 35% of them More time consumption to read "The Hindu",
36% of them Non availability of "The Hindu" in your area, 3% of them Prefer to
read Tamil news paper,7% of them To read other newspaper.
 CHART NO: 4.12

RELEVENT OPTION

100

90

80
Time constraint to read newspapers(English or Tamil)
70 More time consumption to read "The Hindu"
Non availability of "The Hindu" in your area
60 Prefer to read Tamil news paper To read other newspaper
PERCENT

50

40 35 36

30

19
20

10 7
3
0
Time constraint to
More time Non availability of Prefer to read Tamil To read other
read
consumption to read "The Hindu" in your news paper newspaper
newspapers(English
"The Hindu" area
or Tamil)

FACTORS
 TABLE NO: 4.13

PROBLEM FACED TO USE THE HINDU NEWS PAPER

FACTORS NO. OF RESPONDENTS PERCENTAGE

Strongly agree 7 5

Agree 90 60

Uncertain 53 35

Total 150 100

INFERENCE

It is identified from the above table shows that 5% of the respondents prefer
to Hindu news paper faced to problems are agree, 60% of them agree to face the
problems, 35% of the respondents are face the problem in the Hindu news paper
in uncertain.
 CHART NO: 4.13

PROBLEM FACED TO USE THE HINDU NEWS PAPER

100

90

80

70
60 Strongly agree Agree Uncertain
60
PERCENT

50

40 35

30

20 5

10

0
Strongly agree Agree Uncertain
FACTORS
 TABLE NO: 4.14

LACKING IN COVERING LOCAL AREA NEWS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Strongly agree 39 26

Agree 43 28

Uncertain 14 9

Disagree 54 36

Total 150 100

INFERENCE

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

LACKING IN COVERING LOCAL AREA NEWS

100

90

80

70
Strongly agree Agree Uncertain
Disagree
60
PERCENT

50

40 36

30 28
26

20

9
10

0
Strongly agree
Agree Uncertain Disagree
FACTORS
 TABLE NO: 4.15

VALUE TO ADD IN OUR LIFE

FACTORS NO. OF RESPONDENTS PERCENTAGE

Strongly agree 56 38

Agree 77 51

Uncertain 14 9

Disagree 3 2

Total 150 100

INFERENCE

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

VALUE TO ADD IN OUR LIFE

100

90

80

70
Strongly agree Agree Uncertain Disagree
60
PERCENT

51
50

40 38

30

20

10 9

2
0
Strongly agree
Agree Uncertain Disagree
FACTORS
 TABLE NO: 4.16

GIVING MORE KNOWLEDGE

FACTORS NO. OF RESPONDENTS PERCENTAGE

Strongly agree 15 10

Agree 60 40

Uncertain 44 29

Disagree 31 21

Total 150 100

INFERENCE

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

GIVING MORE KNOWLEDGE

100

90

80

70
Strongly agree Agree Uncertain Disagree
60
PERCENT

50
40
40

30 29

21
20
10
10

0
Strongly agree Agree Uncertain Disagree
FACTORS
 TABLE NO: 4.17

EFFECTIVE INFORMATION

FACTORS NO. OF RESPONDENTS PERCENTAGE

Strongly agree 43 29

Agree 65 43

Uncertain 36 24

Disagree 6 4

Total 150 100

INFERENCE

It is identified from the above table shows that 29% of the respondents are
strongly agree to prefer to Hindu news paper giving more effective
information,43% of them agree, 24% of them uncertain, 4% of the respondents
are not agree to this statement.
 CHART NO: 4.17

EFFECTIVE INFORMATION

100

90

80

70
62 Young world Magazine Friday review oppertunities
Others
60
PER C E N T

50

40

30
20
20
14
10
4
1
0
Young world Magazine Friday review oppertunities Others
FACTORS
RELATIONSHIP OF PERSONAL FACTORS OVER THE FACTORS
INFLUENCING PREFERENCE OF PARTICULAR BRAND

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

educational level, occupation and monthly income over the factors influencing
the preference of particular brand such as price, quality and availability, further
analysis has been made under the following heads.

CHI –SQUARE TEST

The chi-square test is an important test amongst several test of significance

developed by statisticians. Chi-square is a statistical measure used in the context
of sampling analysis for comparing a variance to theoretical variance.

The chi-square is a measure of actual divergence of the observed and

expected frequencies and as such when there is no difference between actual and
observed frequencies, the value of chi-square is 0. Chi-square test frequencies is
significant or not.

The following formula can be used for calculating chi-square value.

  2

O  E 2
Chi-square test  = 
E

Where,

O = Refers to the observed frequencies and

E = Refers to the expected frequencies

DEGREE OF FREEDOM

The term degree of freedom refers to the number of “independent

constraints” in a set of data. The degrees of freedom are calculated by the
formula.

V = c  1r  1

V = Stands for degree of freedom

c = Stands for number of Columns

r = Stands for number of rows

LEVEL OF SIGNIFICANCE

The probabilities indicate the extent of reliance that can be placed on

conclusion drawn. The same technique is used incase of chi- square test and the
table value chi- square are available at various probabilities level. These levels
are called level of significance. Usually the value of chi- square is at 5% level of
significance.
Null hypothesis (Ho)

“Null hypothesis is one that would be true if the alternative hypothesis

were false”. It is a very useful tool in testing the significance of difference. It
assert that the there is no real difference in the sample and the population in the
particular matter under consideration. It is usually denoted by the symbol Ho.

The level of significance is always the same percentage (usually 5%)

which should be chosen with great care, thought and reason. He will be rejected
when the sampling result is less than 0.05 probability of occurring it H o is true
and vice versa in case of 5% level of significance.
 CROSSTABULATION BETWEEN AGE AND RELEVENT INFORMATION
FOR ALL AGE GROUPS

RELEVENT INFORMATION FOR ALL AGE

GROUPS
AGE TOTAL

YES NO

Below 20 26 6 32

21 to 30 16 5 21

31 to 40 25 9 34

Above 40 5 8 13

TOTAL 72 28 100

Source : Survey data

(H0) : There is no significant relationship between age and relevant

information for all age groups.

(H1) : There is significant relationship age and relevant information for all age
groups.
CHISQUARE TEST

Calculated 2 Value = 13.883

Degree of freedom = 3

Table value = 7.815

Significant level = Significant at 5% level

INFERENCE

It is observed from the above table that the calculated value of chi-square
is greater than the table value. Hence the null hypothesis is rejected and it is
concluded that there is significant relationship between age and relevant
information for all age groups.
 CROSSTABULATION BETWEEN OCCUPATION AND PROBLEM FACED
TO USE THE HINDU NEWS PAPER

PROBLEM FACED TO USE THE HINDU NEWS

PAPER
OCCUPATION TOTAL
Strongly
Agree Uncertain
agree

Student 2 33 11 46

Employee 2 18 31 51

Business man 1 24 7 32

Others 2 15 4 21

TOTAL 7 90 53 150

Source: Survey data

(H0) : There is no significant relationship between occupation and problem

faced to use the Hindu news paper.

(H1) : There is significant relationship occupation and problem faced to use

the Hindu news paper.
CHISQUARE TEST

Calculated 2 Value = 23.462

Degree of freedom = 6

Table value = 12.592

Significant level = Significant at 5% level

INFERENCE

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

GENDER
EFFECTIVE
TOTAL
INFORMATION
Male Female

Strongly agree 34 9 43

Agree 58 7 65

Uncertain 26 10 36

Disagree 2 4 6

TOTAL 120 30 150

Source: Survey data

(H0) : There is no significant relationship between effective information and

gender.

(H1) : There is significant relationship between effective information and

gender.
CHISQUARE TEST

Calculated 2 Value = 13.0126

Degree of freedom = 3

Table value = 7.815

Significant level = Significant at 5% level

INFERENCE

It is observed from the above table that the calculated value of chi-square
is greater than the table value. Hence the null hypothesis is rejected and it is
concluded that there is significant relationship between relationship occupation
and problem faced to use the Hindu news paper
 Chapter – V

Findings
Suggestions
and
Conclusion
 CHAPTER – V

FINDINGS, SUGGESTIONS, CONCLUSION

5.1 FINDINGS

 Maximum of the respondents are 31-40 years to read the Hindu

news paper

 Maximum of the respondents are prefer belong to male category.

 Maximum (35%) of the respondents who prefer to the Hindu news

paper, are at the Post graduate level.

 Maximum (34%) of the respondents are employees.

 37% of the respondents are chosen and prefer the news paper for
the Hindu.

 Maximum of the respondent’s opinion of quality information is

good.

 34% of them Fairly Important.

 Maximum of the respondents are read Hindu news paper in Often.

 Maximum (46%) of the respondents are getting information to use

this news paper in neutral average.

 62% of the respondents are like most Magazine.72% of the

respondents are get considered to using the Hindu news paper is
very use to get relevant information.
 36% of the respondents are Time constraint to read newspapers
more time Non availability "The Hindu".

 60% of respondents are facing the problems.

 36% of the respondents are dis agree to lacing of local area news
coverage.

 38% of the respondents are strongly agreed that the Hindu news
paper add value of our life.

 40% of respondents are agreeing to prefer to Hindu news paper

giving more knowledge.

 43% of the respondents are strongly agreed to prefer to Hindu

news paper giving more effective information.
5.2 SUGGESTIONS

The following are the suggestion offered to increase the satisfaction level
of The Hindu news paper based on the reader’s opinion and analysis of the data.

 Most of the consumers expressed dissatisfaction over the

number of advertisement both commercial and cinema should
be taken by the publishers to reduce the advertisement coverage
and add more sports news, IT news, job opportunities etc.

 As regards availability of newspapers the highest number of

respondents is satisfied, but a few respondents in rural areas
dissatisfied because of non-availability of English newspapers
like the Hindu and the Indian Express. Hence newspapers
should reach rural areas also.

 A few respondents are dissatisfied about reliability of news. So

reporters must verify the news before they are published.
5.3 CONCLUSION

Newspapers play an important role in our day-to-day life. They have

contributed not only for the growth of democracy in a country but also for
development of the economy. Indian newspapers enjoy large circulations. It is an
influential organ shouldering great responsibilities and should furnish uncolored
news without suppressing the facts and also care should be taken to satisfy the
needs of consumers.
Bibliograph
y
 BIBLIOGRAPHY

a) Books

 Encyclopedia, The world book, volume 14

 Encyclopedia, Britannica, Napoleon Ozonolysis, volume 16

 Gupta, s.p., “ Statistical methods”, s.chand & sons, New Delhi

 Kothari, C.R, Research methodology, methods and Techniques

 Pillai & Bhagavathi R. S.N. ‘Modern marketing’ New Delhi, Ram

Nager, S.Chand & company Ltd, 2001.

b) Websites

 WWW. Presscounsil.nic.in

 WWW. Worldpressinstitute.org

 WWW. Google.com.
Annexure
 ANNEXURE
A STUDY ON CONSUMERS’ PREFERENCE TOWARDS “THE
HINDU NEWSPAPER”
1) Name :
2) Age :
3) Gender:
4) Education:
5) You are?
A) Student B) Employee
C) Business Man D) Others
6) Which newspaper do you read?
A) The Hindu B) Indian Express
C) Dina Malar D) Dina Thandi
7) What do you think about the quality of information of “The Hindu” as
compared to other English newspapers?
A) Excellent B) Good C) Fair
D) Poor E) Can’t Say
8) You are subscribing a newspaper, an expert ask you to purchase “The Hindu”,
then the extra cost for you will be
A) Very Important B) Fairly Important C) Neutral
D) Not so Important E) Not at all
9) If somebody provides you “The Hindu” at free of cost, then what will be your
frequency of reading?
A) All of the time B) Very often C) Often
D) Sometimes E) Hardly ever
10) How much reliable is the information of “The Hindu”?
A) Very Much B) Neutral
C) Not Much D) Not at all
11) Which supplementary copy of “The Hindu” you like the most?
A) Young World B) Magazine C) Friday Review
D) Opportunities E) Others (Specify)
12) Do you think “The Hindu” has relevant information for all age groups?
A) Yes B) No
13) Tick on relevant options
A) Time constraint to read newspapers (English or Tamil).
B) More time consumption to read “The Hindu”.
C) Non availability of “The Hindu” in your area.
D) Prefer to read Tamil newspaper.
E) To read other newspapers.
Rate”The Hindu” on these 5 scales.

Strongly Strongly
Q.No Question Agree Uncertain Disagree
Agree Disagree

Problem with
understanding the
14
language of “The
Hindu”
Lacking in
covering local
news or any other
information than
15
other newspapers?
How much % of 0–20 % 21-40% 41-60% 61-80% 81-100%
that “The Hindu”
covers.
Do you think “The
16 Hindu” adds value
to your life?

Is “The Hindu”
17 information
effective to you?

Are T.V. Radio

giving more
18
knowledge than
“The Hindu”
19) Anything you dislike in “The Hindu”?

20) Suggestion or comments?