Chandrika Project

THE TASTE AND PREFERENCE OF NEWSPAPER READERS
INTRODUCTION
A newspaper is a regularly scheduled publication containing news, information, and advertising. By 2007 there were 6580 daily newspapers in the world (including 1456 in the U.S.) selling 395 million copies a day (55 million in the U.S). The worldwide recession of 2008, combined with the rapid growth of web-based alternatives, caused a serious decline in advertising and circulation, as many papers closed or sharply retrenched operations. General-interest newspapers typically publish stories on local and national political events and personalities, crime, business, entertainment, society and sports. Most traditional papers also feature an editorial page containing editorials written by an editor and columns that express the personal opinions of writers. The newspaper is typically funded by paid subscriptions and advertising. Other features include display and classified advertising, comics, and inserts from local merchants. A newspaper is a regularly scheduled publication containing news, information, and advertising. By 2007 there were 6580 daily newspapers in the world (including 1456 in the U.S.) selling 395 million copies a day (55 million in the U.S). The worldwide recession of 2008, combined with the rapid growth of web-based alternatives, caused a serious decline in advertising and circulation, as many papers closed or sharply retrenched operations. General-interest newspapers typically publish stories on local and national political events and personalities, crime, business, entertainment, society and sports. Most traditional papers also feature an editorial page containing editorials written by an editor and columns that express the personal opinions of writers. The newspaper is typically funded by paid subscriptions and advertising. Other features include display and classified advertising, comics, and inserts from local merchants.
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A wide variety of material has been published in newspapers, including editorial opinions, criticism, persuasion and op-ends; obituaries; entertainment features such as crosswords, Sudoku and horoscopes; weather news and forecasts; advice, food and other columns; reviews of movies, plays and restaurants; classified ads; display ads, editorial cartoons and comic strips.
Consumer Buying Behaviour

What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer.
Customer
A customer, also called client, buyer, or purchaser, is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services. However, in certain contexts, the term customer also includes by extension anyone who uses or experiences the services of another. A customer may also be a viewer of the product or service that is being sold despite deciding not to buy them.
Customer satisfaction,
A business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.
Factors influencing the behaviour of buyers

Consumer behaviour is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your friends, your upbringing, your culture, the media, a role model or influences from certain groups? Culture is one factor that influences behaviour. Simply culture is defined as our attitudes and beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a child is influenced by their parents, brothers, sister and other family member who may teach them what is wrong or right. They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs (AIO) . These factors will influence their purchase behaviour however other factors like groups of friends, or people they look up to may influence their choices of purchasing a particular product or service. Reference groups are particular groups of people some people may look up towards to that have an impact on consumer behaviour. So they can be simply a band like the Spice Girls or your immediate family members. Opinion leaders are those people that you look up to because your respect their views and judgements and these views may influence consumer decisions. So it maybe a friend who works with the IT trade who may influence your decision on what computer to buy. The economical environment also has an impact on consumer behaviour; do consumers have a secure job and a regular income to spend on goods? Marketing and advertising obviously influence consumers in trying to evoke them to purchase a particular product or service
Indian Consumer Buying Habits

As Indian's we hold a lot of value for the 'old', maybe it is also culturally driven where we have been asked to respect 'old' rather than look for new. Though this is changing very fast especially among the younger generation of consumers, but it will take a lot of time before we actually catch up with our western counter parts. And it is even questionable whether such a transition is a good one. Similarly most housewives collect the used containers of flour, ghee ,,, which she
would clean and use it to store cereals , and other items in the kitchen and so on till it is sold to the scrap dealer .
RESEARCH METHODOLOGY
Methodology adopted for each study differs in accordance with pre determined objectives. Here also, methodology is formulated keeping with objectives in mind. In order to arrive at the result for the given set of objectives, exploratory research was undertaken. The objective of exploratory research is the development of hypothesis for further research studies. This research design was adopted by taking stock of certain factors such as the depth and extends of data required, the cost and benefits of the research, the urgency of work, and the time available for completing it. OBJECTIVES: To find out the newspaper readers tastes & preferences on subjects in Malayalam newspapers. To understand the various aspects relates to circulation promotion of newspaper. To identify the buying habits and taste of the newspaper customers. To collect the observations of newsagents, booksellers, street sellers for increasing single copy sales. To distinguish impact of newspaper media on other media. To collect the suggestions of agents for increasing circulation. To identify the areas of improvement in structure and contend of Malayalam dailies.
SCOPE OF THE STUDY

The purpose of the study is to understand generally the various aspects relate to improve the circulation of newspapers, with special reference to Chandrika. The study includes the analysis of newspaper readers buying habits and tastes. It deals the readers preference of newspaper, selection of reading or subscribing a particular paper, reason for reading more than one paper, preferences on subjects, articles, features, buyers satisfaction and dissatisfaction, purchasing place, various schemes for readers, usefulness with regard of newspaper ads, using colours in printing, technical aspects and relative importance of newspaper function. This study seeks the suggestions by new agents for improving newspaper circulation. It also explains to find out suitable methods for increasing subscribers, effective media for adverting newspaper, opinion about additional pages and supplement, schemes for agents, support sought by agents, influence of electronic media, effect of price hike and suggestions for increasing the circulation of newspaper.
LIMITATIONS OF THE STUDY

Due to the time constraint the research had to be conducted with in a short span of period Though the sample was drawn from one district viz., Kozhikode, it may not reflect the entire state. Some of the respondents were not ready to spare much time with the researcher.
Data collection method

This method used for collection of data to facilitate the study was survey. The required data for the study was not available from the records of the company as well as in the external published material. In the absence of secondary data, collecting primary through a schedule of interview was the only choice. The purpose behind this was to bring out relevant aspects of Malayalam newspaper readers buying habits and tastes.
Source of data
Data is the foundation of all marketing research. As mentioned above, secondary data was not available to find out the solution for the business problem. Secondary data are those that have been previously gathered for purpose other then solving the current problem under investigation. The situation compelled to go for collecting primary data. The researcher freshly collected primary data. Source of this data was decided to be newspaper readers in Kerala.
Sampling
The convenience sampling coming under the non-probability sampling was used here for the study, mainly because of time constraints. It helped to get maximum information about the parent population with the minimum effort. The sampling was selected in a non-random manner. The selection was opportunistic or purposive. It was based on the convenience or the judgment of the researcher. Sample size: 150
INDUSTRY PROFILE
Eastern the early beginning of the society can be traced back to the October 11 1927 when a society bearing the name, the Indian Burma Ceylon news paper , London committee came in to being, the name of which was changed to Indian a news paper society (I E N S ) on October 4 1935. this was an organized based on London representation and acting society under the authority of news paper, magazines, reviews and other journals published in India, Burma Ceylon and other countries of Asia. The need however was felt for the establishment of according body in this country, comprising the proprietors of news papers, which conducted deal directly and more expeditionary with various day to day problems arising out of news paper production. Thus the Indian & Easter representative of the following founding publication on February 27 1939 at the statesman house, news Delhi with Mr.: Arthu Moore editor of the states man in the chair with the primary object was of serving as a control body of promoting the common interest of news paper in India Burma Ceylon.
Objective of the I N S
The objective of the society which may be enlarged at any time as provided are, To act as a central organization of the press of India, Burma and Ceylon to promote and safe gaud such a business interest of members as an effected are likely to be effected by the action of the legislature governments, the law court municipal and locus bodies and association organization commercial or formed for any other purpose and to take such steps as my seem desirable to that end to collect information up on all topic a practical interest for members and to communicate the same to them. to promote co- operation in all maters affecting the common interest of members.
To hold a periodical conferences of its members to discuss and determine action matters of common interest. To make rules to govern the conduct of its members to provide penalties for the infringement there of and to provide means determining weather there has been such infringement. To maintain a permanent secretariat Indian to watch over the interest of members and to promote of a cost inters change of information of views. To do or concur in doing all such other things s may be considered conduces or incidental to the attainment of the attainment of the interest news papers in general or of the society or any of its members in particulars.
Functions of I N S News print:

News print is the life line of the news paper industry being the primary raw material constituting 50 to 60 % of the total cost of all the production. The news print committee keeps a close watch of all the developments in this regards and seek appropriate relief from time to time on the issue affecting the interest of the country.
Industrial Relation
I N S being central body for news paper establishment has also happened member by placing their view as an industry before the government on the recommendation of the wage board for working journalist employees so that the central government takes a elastic view and the news paper industry, despite the on through of the electronic media, may survive and play its role an the democratic process.
Press Freedom
The press freedom committee of the society has always continued its effect for maintaining the freedom of the press and takes up related issue from time to time like attack on
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news paper establishment journalist issue, concerning entry of foreign media etc. the society always put in it efforts to ensure that the news papers concern be publishers by the employee without any for their lives and damage to the asset on the news paper establishment. The society has always decided against the entry of foreign media any shape in to the country.
Seminars
The society conducts seminars and workshops from time to time for its members publication. The society also makes sure that the data bases of all the members is complied and put together in the form of I N S hand book, which is regularly updated and maintained.
Modernization
To keep pace with technology the society has developed new software for making its core functions fully automated which makes information dissemination easier to its members. In olden days, news traveled by word of mouth. Kings and nobles spread news through messengers and through proclamations which are read out in public places the newspapers we know, today of in European origin, and it did not take its proper shape until the early part of 18 th century. There was a communication system in ancient India, which lacked both education and transport. The rules had to communicate with the masses in one-way or the other. Ashoka the greatest of Indian emperors had introduced his own method. The Imperial edicts were carried on rocks and pillars during his time. Walls of temples are also used to draw news of pictures of news with colours and were easily removable. Even his moral was propagated through the art of painting Chinese first made printing paper as early as a second century AD. They also discovered the art of painting. One of the earliest movable cast metal type printing machine was build up in Europe in the middle of 5th century, by German, John Gutenberg in 1476, the first printing press was set up in England by William
Caxton in the street of London, a very rudimentary prototype of modern newspaper appeared in the summer of 1521. It was called Cara
COMPANY PROFILE A BRIEF HISTORY OF THE ORGANISATION

On March 26, 1934 the first Chandrika news paper was printed in a Muslim club at Tellichery. CP. Mammukoya was the first Managing Director of Chandrika.A.K.Kunjhi Mayin Haji, Sayyid Ummar Thangal and Pookoya Thangal were honored the Managing Director post. Chandrika could experience the magical touching of these important personalities and then that chair was controlled by Janab.Panakkad Sayyid Mohammadali Shihab Thangal, there were 9 board members. KK.Muhammed koya. Ex.MLA prof.K.V.Abdurahman, V.C.Aboobacker, C.H, Muhammed Koya and C.K,Thanaur were the editors of Chandrika.Among them C.H.Muhammed koya was the first Chief editor. In the beginning Chandrika news paper was published in weekly. After that Chandrika daily come to the people in every 3 days. Then it started to communicate regularly with the people in 1946, the Chandrika press shifted to Nadaavu, Calicut. It is registered with the name MUSLIM PRINTING ANS PUBLISHING COMPANY. There after Chandrika press shifted premised to its own building. Chandrika press is the most influential wing of Muslim Printing and Publishing Company. It was an impressive journey which Chandrika had done from 1934to 2011. Chandrika could make a position of its own in the competitive field of news paper media.MT. Vasudevan Nair, c Radhakrishnan, UA. Khadhr, Punathil Kunjabdulla, M. Mukunthan were the persons who become popularized through Chandrika daily. Chandrika had opened a new edition in 1992 at Calicut Unit. The main objective behind that step was to reach closer to the people with sincere and truthful interaction and to say more on regional news. After that it opened a new edition at Kannur and Chandrika gave birth to the
Mumbai edition, Mumbai edition was shifted to Dubai in 2004, In 2005 Chandrika starts to publish at Trivandrum.
Other Publications
Chandrika weekly Mahila Chandrika (womens magazine) Bhala Chandrika (Childrens Magazine)
Union in Chandrika
There are two unions in Chandrika, not affiliated to any political party o Journalist Union o Chandrika press employees association
Work Force
At Calicut branch 125 permanent employees and 25 contract bases employees are working
Vision and Mission

The publication of Chandrika aimed at vision that a successful conversion of the people from the illiterate Muslim community to literate The Mission of the organization is uphold the minority progress
Welfare Measures for the Employees

The press providing both statutory and voluntary welfare measures to the employees very well as the other companies does. This help to motivate them and giving more output. Some of measures are, washing facilities, Canteen, Masjid, Quarters, Refreshing facilities. ESI for the employees
who earning below 10000 p.m, as salary is Rs.150 as medical aids every month and no ESI for the employees who earning more than R.s 10000.
ADMINISTRATION
CHANDRIKA is run by Muslim printing and publishing company. Its a 9 member body with a chairman, and a secretary. At present Chandrika is published from 7 places, Kozhikode, Kochi, Trivandrum, Kannur, Malappuram, Dubai and Bahrain with head office at Kozhikode. The supreme of administration is the General Manager and below his rank there were other resident managers stationed at each of 6 units and a marketing manager. Managers of circulation, Advertisement, Purchase, Production, Finance and Editorial should report to the respective Resident Managers.
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LITERETURE REVIEW Title: Changing Customer Mind

Description: In todays competitive market place its hard to differentiate your product and service offerings from your competition. The technology available to both you and your competitors has made it easier to duplicate each others products and services. Because of this, its difficult to rely on features alone to differentiate your company from the competition. Excellent customer service is one of the few ways to achieve a sustainable competitive advantage the value of satisfaction is often underestimated. An essential part of assessing satisfaction includes identifying dissatisfaction. Dissatisfied customers and prospects often hold the information you need to succeed. Understanding when and why dissatisfaction occurs helps you implement Date: 1998 Publication: Dommins House Title: Customer Loyalty / Customer Relationship Management. Does it Work? Description: Customer Loyalty (the relationship) is not defined as how customers perceive their relationship with companies, as most often a customer rarely thinks they have any relationship with any company. Customer relationship management is a popular concept but the concept itself is actually its biggest barrier. The development of the Customer Relationship Management (CRM) marketing practice has made more and more people realize the importance of strong
changes
to
gain
new
customers
and
retain
old
ones.
By: Adam Philip
customer relationship in building sustainable competitive advantages where their markets "perceive" Date: 2001 Publication: McGraw Hill this thus, generating sustainable profits in the long run. By: Edward Williams
Title: Pursuing Lost Customers

Description: Companies that routinely purge inactive customers from further contacts are discarding a highly profitable source of future business. According to Terry Vavra, president of Marketing Metrics, response rates to lost-customer survey usually average 35 to 50 percent. Not only will they tell you what caused them to stop buying -- which allows you to rectify problems in your operation -- many of these customers will soon start buying again, because you've showed you care about their experience. Considering that one loyal customer spends about $50,000 at a supermarket in the course of a decade and about $150,000 at a car dealer over a lifetime, you really can't afford to let these people go! By: Mathew Abrahim Date: 1996 Publication: PHP
Title: Customer Experience Management: What your Customers do not tell you
You must have customer feedback to get a pulse on how satisfied or dissatisfied your customers are. Customers typically wont complain to you, if you dont receive complaints, you can still be certain some customers are silently fuming. In fact, about 96 percent of dissatisfied customers never tell the company how they feel -- yet they each voice their complaint to an average of nine (9) other people. Nevertheless, if customers' complaints are handled well by the company, about 90 percent do stay with the company after all. Thus it's key not only to satisfy customers who
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take the trouble to complain but also to actively invite and get that feedback. By: Adam Happel Date: 2001 Publication: Robinson Publication
DATA ANALYSIS AND INTERPRETATION Table - 1 CLASSIFICATION BASED ON SEX

The table 1 describes the distribution of respondents based on their sex. The sex is classified as male and female.
Sex Male Female Total
Numbers 119 31 150
Percentage 79% 21% 100%
Interpretation
It is found from the table 1, that 79% of respondents who reads newspaper are male and 21% of respondents are female. It is concluded that a majority of 79% of the respondents are male.
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CHART 1.1 CHART SHOWING THE RESPONDENTS GENDER
80 70 60 P ercentag e 50 40 30 20 10 0 Ma le F em a le
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Table - 2 CLASSICATION BASED ON AGE

The table 2 describes the distribution of respondents based on their age. The age is classifieds as below 20, 20-30, 30-40, 40-50, and 50 years & above.
Age Below 20 20-30 30-40 40-50 Above 50 Total
Numbers 05 23 52 52 18 150
Percentages 3% 15% 35% 35% 12% 100%
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Interpretation
It is found from the table 2, that 03% of respondents are at the age group of below 20 years, 15% of respondents were under the age group of 20-30 years, 35% of respondents were under the age group of 30-40 years, 35% of respondents were under the age group of 40-50 years and 12% of respondents were under the age group of above 50 years. It is concluded that a maximum of the respondents were in 30-40 years and 40-50 years.
CHART 2.1 CHART SHOWING ON THE BASIS OF AGE
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Table 3 CLASSIFICATION BASED ON INCOME LEVEL
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The table 3 describes the distribution of respondents based on their salary (Rs) per month. The salary (Rs.) per month is classified as below Rs 5000, Rs 5000-10000, Rs.10000-15000, Rs. 15000-20000 and above Rs 20000 Income level Below 5000 5000-10000 10000-15000 15000-20000 Above 20000 Total Numbers 03 48 50 42 07 150 Percentage 02% 32% 33% 28% 05% 100%
Interpretation
It is the found from the table 3 that 02% of respondents were under the income group below 5000, 32% of respondents were under the income group 5000-10000, 33% of respondents were under the income group 10000-15000, 28% of respondents were under the income group 1500020000 and 05% of respondents were under the income group above 20000.
It is concluded that a maximum of 33% of the respondents salary are at Rs. 10000-15000.
CHART: 3.1
CHART SHOWING THE RESPONDENTS INCOME LEVEL
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32% 35% 30% 25% 20% percentages 15% 10% 2% 5% 0% Below 5000 5000-10000
33% 28%
5%
10000-15000 15000-20000 Above 20000 income level
Table - 4 CLASSIFICATION BASED ON OCCUPATION

The table 4 describes the distribution of respondents based on their occupation. The occupation is classified as Business, Govt: employees, Student, Farmer and Others.
Occupation Business Govt: employees Student Farmer Others Total
Numbers 41 63 04 12 30 150
Percentage 27% 42% 03% 08% 20% 100%
Interpretation
It is found from the table 4, that 27% of respondents were under the occupation group of business, 42% of respondents were under the occupation group of Govt: employees, 03% of respondents were under the occupation group of student, 08% of respondents were under the occupation group of farmers and 20% of respondents were under the occupation group of others. It is concluded that a maximum of 42% of the respondents are Govt: employees,03% of respondents were under the occupation group of student,08% of respondents were under the occupation group of farmers and 20% of respondents were under the occupation group of others. It is concluded that a maximum of 42% of respondents are govt: employees.
CHART: 4.1 CHART SHOWING THE RESPONDENTS OCCUPATION
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45% 40% 35%

Percentages
42%
30% 25% 20% 15% 10% 5% 0%
27% 20%
8% 3%
Business
Govt: employees
Student
Farmer
Others
Occupation of respondents
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Table - 5 CLASSIFICATION BASED ON PURCHASING PLACE
The table 5 describes the distribution of respondents based on the purchasing place. The purchasing place is classified as book stall, news agents, street seller, retail shop and others.
Place Book stall News agents Street seller Retail shop Others Total
Number 04 142 02 02 00 150
Percentage 03% 95% 01% 01% 00% 100%
Interpretation:
It is found from the table 5, that 03% of respondents were under the group book stall, 95% of respondents were under the group of news agents, 01% of respondents were under the group of street seller, 01% of respondents were under the group of retail seller and 00% of respondents were under the group of others.
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It is concluded that a majority of 95% of respondents are coming under the group news agents
CHART: 5.1 CHART SHOWING THE PURCHASING PLACE OF RESPONDENTS
100% 90% Percentages 80% 70% 60% 50% 40% 30% 20% 10% 0% Book stall
95%
3% News agents
1% Street seller Purchasing place
1% Retail shop
0% Others
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SUBSCRIBING FACTOR:
The table 6 describes the distribution of respondents based on the subscribing factor of the particular news paper. The subscribing factor is classifieds as more local news coverage, more sports & arts news, good printing & photos, more national & international news and others.
Table - 6 REASON FOR SUBSCRIBING THE PARTICULAR NEWS PAPER
Reasons More local news coverage More sports & arts news Good printing & photos More national & international news Others Total
Numbers 69 09 42 28
Percentages 46% 06% 28% 19%
02 150
01% 100%
Interpretation
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It is found from the table 6, that 49% of respondents are under the group of more local coverage, 06% of the respondents are under the group of more sports & arts news, 28% of the respondents are under the group of good printing & photos, 19% of the respondents are under the group of more national & international news and 01% of the respondents are under the group of others.
CHART: 6.1 CHART SHOWING THE RESON FOR SUBSCRIBING NEWS PAPER
Numbers More local news coverage More sports & arts news 9 150 2 28 42 Good printing & photos More national & international news Others Total
69
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REASON FOR READING:

The table 7describe the distribution of respondents based on the reason for reading more than one news paper. It is classified as less local news, less national news, less employment news, less business news, others.
Table - 7 REASON FOR READING MORE THAN ONE NEWS PAPER

Reasons Less local news Less national news Less employment news Less business news Others Total Numbers 09 39 28 18 44 138 Percentages 06% 26% 19% 12% 29% 100
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Interpretation
It is found from the table 7, that 06% of the respondents are under the group of less local news, 26% of the respondents are under the group of less national news, 19% of the respondents are under the group of less employment news and 29% of the respondents are under the group of others. It is concluded that a maximum of 29% of respondents are under the group others.
Table-7.1 CHART SHOWING REASON FOR READING MORE THAN ONE NEWS PAPER
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140 120 100 80 60 40 20 0 9 6% Les s national news Les s em ploym ent news Les s bus ines snews Others Total
PURCHASING DECISION:
The table 8 describes the distribution of respondents based on the purchasing decision. It is classified as own self, family members, children, friends and others.
Table - 8 CLASSIFICATION BASED ON PURCHASING DECISION
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Decision by Own self Family members Children Friends Others Total
Numbers 115 33 02 00 00 150
Percentage 77% 22% 01% 00% 00% 100%
Interpretation
It is found from the table 8, that 77% of respondents are under the group own self, 22% of respondents are under the group family members, 01% of respondents are under the group children, 00% of respondents are under the group friends and 00% of respondents are under the group others. It is concluded that a majority of 77% of respondents are under the group own self.
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CHART: 8.1 CHART SHOWING THE PURCHASIDECISION OF RESPONDENTS
90% 80% Percentages 70% 60% 50% 40% 30% 22% 20% 10% 1% 0% Own self Family members Children Decision taking person 0% Friends 0% Others 77%
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ATTRACTIVE ENTERTAINMENTS
The table 9 describes the distribution of respondents based on the attractive entertainments. It is classifieds as coupons, discounts, contests, competitions, others.
Table - 9 INFORMATION ABOUT MOST ATTRACTIVE ENTERTAINMENT

Particulars Coupons Discounts Contests Competitions Others Total Numbers 15 14 58 15 48 150 Percentages 10% 09% 39% 10% 32% 100%
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Interpretation
It is found from the table 9, that 10% of respondents are under the group coupons, 09% of respondents are under the group of discounts, 39% of respondents are under the group of contests, 10% of respondents are under the group of competitions and 32% of respondents are under the group of others. It is concluded that a maximum of 39% of respondents are under the group of contests.
CHART: 9.1
CHART SHOWING ABOUT THE MOST ATTRACTIVE ENTERTAIMENT
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45% 40% Percentages 35% 30% 25% 20% 15% 10% 5% 0% Coupons Discounts Contests Attractive entertainments Competitions Others 10% 9% 10% 39%
32%
IMPORTANT ADVERTISEMENT
The table 10 describes the distribution of respondents based on the important advertisements. It is classified as classifieds, legal ads, employment, general ads and others.
Table - 10 INFORMATION ABOUT IMPORTANT ADVERTISEMENTS

Particulars Classifieds Legal ads Employment General ads Others Total Numbers 11 25 27 80 07 150 Percentages 07% 17% 18% 53% 05% 100%
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Interpretation:
It is found from the table 10, that 07% of respondents are under the group of classifieds, 17% of respondents are under the group of legal ads, 18% of respondents are under the group of employment, 53% of respondents are under the group of general ads and 05% of respondents are under the group of others. It is concluded that a majority of 53% of respondents are under the group of general ads.
CHART: 10.1 CHART SHOWING ABOUT THE IMPORTANT ADVERTISEMENTS
60% 53%
50%
40%
percentages
30%
20%
17%
18%
10%
7% 5%
0% classifieds Legal ads Employment important ads General ads others
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MEDIA TO GET NEWS EASILY

The table 11 describes the distribution of respondents based on the Media using to get news easily. It is classified as television, radio, news paper, internet and others.
Table - 11 INFORMATION ABOUT MEDIAS TO GET NEWS EASILY

Particulars Television Radio News paper Internet Others Total Numbers 63 09 78 00 00 150 Percentages 42% 06% 52% 00% 00% 100%
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Interpretation
It is found from the table 11, that 42% of respondents are under the group of television, 06% of respondents are under the group of radio, 52% of the respondents are under the group of news paper, 00% of the respondents are under the group of internet and 27% of respondents are under the group of others. It concluded that a majority of 52% of respondents are under the group of news paper.
CHART 11.1 CHART SHOWING ABOUT MEDIA TO GET NEWS EASILY
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60% 52% Percentages 50% 42% 40%
30%
20%
10%
6% 0% 0% Others
0% Television Radio News paper Easily getting news media Internet
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IMPORTANCE OF CINEMA & CLASSIFIED ADVERTISEMENTS:

The table 12 describes the distribution of respondents based on the information about importance of cinema & classified ads in news paper. It is classified as highly necessary, necessary, moderately necessary, not necessary and highly not necessary.
Table 12 INFORMATION ABOUT IMPORTANCE OF CINEMA AND CLASSIFIED ADVERTISEMENTS

Particulars Highly necessary Necessary Moderately necessary Not necessary Highly not necessary Total Numbers 07 63 27 41 12 150 Percentages 05% 42% 18% 27% 08% 100%
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Interpretation
It is found from the table 12, that 05% of respondents are under the group of highly necessary, 42% of respondents are under the group of necessary, 18% of respondents are under the group of moderately necessary, 27% of respondents are under the group of not necessary and 08% of respondents are under the group of highly not necessary. It is concluded that a maximum of 42% 0f respondents are under the group necessary.
Table-12.1
CHART SHOWING ABOUT IMPORTANCE OF CINEMA AND CLASSIFIEDS ADVERTISEMENTS
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160 140 120 100 8 0 6 0 4 0 2 0 0 H ig hly neces s ary Neces s ary Moderately neces s ary Not neces s ary H ig hly not neces s ary Total
Table 13 INFORMATION ABOUT SPECIAL ARTICLES

The table 13 describes the distribution of respondents based on the special articles. It is classifieds as puzzles, comic, cartoons, menus and not interested.
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Particulars Puzzles Comics Cartoons Menus Not interested Total
Numbers 17 07 25 11 90 150
Percentages 11% 05% 17% 07% 60% 100%
Interpretation
It is found from the table 13, that 11% of respondents are under the group of puzzles, 05% of respondents are under the group of comics, 17% of respondents are under the group of cartoons, 07% of respondents are under the group of menus and 60% of respondents are under the group of not interested. It is concluded that a majority of 60% of respondents are under the group of not interested.
CHART: 13.1 CHART SHOWING ABOUT THE SPECIAL ARTICLES
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70% 60% Percentages 50% 40% 30% 20% 10% 0% Puzzles Comics Cartoons Menus Not interested Importance of special articles 17% 11% 5% 7% 60%
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Table - 14 INFORMATION ABOUT PHOTOS RELATED TO NEWS

The table 14 describes the distribution of respondents based on the information about photos related to news. It is classified as highly required, required, moderately required, not required and highly not required. Particulars Highly required Required Moderately required Not required Highly not required Total Numbers 36 105 04 05 00 150 Percentages 24% 70% 03% 03% 00% 100%
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Interpretation
It is found from the table 14, that 24% of respondents are under the group of highly required, 70% of respondents are under the group of required, 03% of respondents are under the group of moderately required, 03% of respondents are under the group of not required and 00% of respondents are under the group of highly not required. It is concluded that a majority of 70% 0f respondents are under the group required.
CHART: 14.1 CHART SHOWING ABOUT PHOTOS RELATED TO NEWS
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80% Percentages 70% 60% 50% 40% 30% 20% 10% 0% Highly required 24%
70%
3% Required Moderately required
3% Not required
0% Highly not required
Importance of photos related with news
CONTESTS
The table 15 describes the distribution of respondents based on the readers preference about contests. It is classified as local & national news, cinema & arts, sports & games, advertisement & business and employment & education news.
Table 15
READERS PREFERENCE ABOUT CONTESTS

Particulars Local/National news Cinema & arts Sports & games Advertisement & business news Employment & education news Total Numbers 78 03 11 25 33 150 Percentages 52% 02% 07% 17% 22% 100%
Interpretation
It is found from the table 15, that 52% of respondents are under the group local & national news, 02% of respondents are under the group of cinema & arts news, 07% of respondents are under the group of sports & games news, 17% of respondents are under the group of advertisement & business news, and 22% of respondents are under the group of employment & education news. It is concluded that a majority of 52% of respondents are under the group of local & national news.
CHART.15.1 CHART SHOWING READERS PREFERENCE ABOUT CONTESTS
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TECHNICAL ASPECTS
The table 16 describes the distribution of respondents based on the technical aspects of news papers. It is classified as printing, lay out, pictograph, photos and design.
Table - 16 INFORMATION ABOUT TECHNICAL ASPECTS

Particulars Printing Layout Pictograph Photos Design Total
Numbers 45 27 23 31 24 150
Percentages 30% 18% 15% 21% 16% 100%
Interpretation
It is found from the table 17, that 30% of respondents are under the group of printing, 18% of respondents are under the group layout, 15% of respondents are under the group of pictograph, 21% of respondents are under the group of photos and 16% of respondents are under the group of design.
It is concluded that a maximum of 30% of respondents are under the group of printing.
CHART: 16.1 CHART SHOWING ABOUT THE TECHNICAL ASPECTS
35% 30% 25% percentages 20% 15% 10% 5% 0% Printing Layout Pictograph technical aspects Photos Design 18% 15% 30%
21% 16%
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Table - 17 INFORMATION ABOUT MEDIA DEPEND UPON MORE FOR KNOWING NEWS
The table 17 describes the distribution of respondents based on the Media using to get news easily. It is classified as television, radio, news paper, internet and others. Particulars Television Radio News paper Internet Others Total Numbers 63 09 78 00 00 150 Percentages 42% 06% 52% 00% 00% 100%
Interpretation
It is found from the table 17, that 42% of respondents are under the group of television, 06% of respondents are under the group of radio, 52% of the respondents are
under the group of news paper, 00% of the respondents are under the group of internet and 27% of respondents are under the group of others. It concluded that a majority of 52% of respondents are under the group of news paper.
CHART: 17.1 CHART SHOWING ABOUT DEPENDING MEDIA MORE FOR KNOWING NEWS
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60% 50% Percentages 40% 30% 20% 10% 0% Television Radio 6%
52% 42%
0% News paper Internet
0% Others
Dependence upon more for knowing news
NEWS PAPER PRICE

The table 18 describes the distribution of respondents based on the todays news paper price. It is classified as very high, high, moderately high, less and very less.
Table - 18 INFORMATION ABOUT TODAYS NEWS PEPER PRICE

Particulars Very high High Moderately high Less Very less Total Numbers 07 105 33 05 00 150 Percentages 05% 70% 22% 03% 00% 100%
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Interpretation
It is found from the table 18, that 05% of respondents are under the group of very high, 70% of respondents are under the group of high, 22% of respondents are under the group of moderately high, 03% of respondents are under the group of less and 00% of respondents are under the group of very less. It is concluded that a majority of 70% of respondents are under the group of high.
CHART -18.1 CHART SHOWING ABOUT TODAYS NEWS PEPER PRICE
1 60 1 40 1 20 1 00 80 60 40 20 0 7 5% Hig h Moderately hig h L ess V ery less Total
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SUBSCRIBING YEARS
The table 19 describes the distribution of respondents based on the subscribing years. It is classified as recently, 1 to 3 years, 3 to 6 years 6 to 10 years and 10 & above.
Table 19 INFORMATION ABOUT SUBSCRIBING YEARS
Years Recently 1 to 3 years 3 to 6 years 6 to 10 years 10 & above Total
Numbers 07 21 54 42 26 150
Percentages 05% 14% 36% 28% 17% 100%
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Interpretation
It is found from the table 19, that 05% of respondents are under the group recently, 14% of respondents are under the group 1 to 3 years, 36% of respondents are under the group of 3 to 6 years, 28% of respondents are under the group of 6 to 10 years and 17% of respondents are under the group of 10 & above. It is concluded that a maximum of 36% of respondents are under the group of 3 to 6 years.
CHART: 19.1 CHART SHOWING ABOUT SUBSCRIBING YEARS OF NEWSPAPER
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40% 35% Percentages 30% 25% 20% 15% 10% 5% 0% Recently 1 to 3 years 5% 14%
36% 28%
17%
3 to 6 years
6 to 10 years
10 & above
No: of subscribing years
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ADDITIONAL PAGES & SUPPLIMENTS

The table 20 describes the distribution of respondents based on additional pages & supplements. It is classified as special features, agricultural pages business pages, employment & education and others.
Table - 20 INFORMATION ABOUT ADDITIONAL PAGES & SUPPLIMENTS

Particulars special features Agricultural pages Business pages Employment & education Others Total Numbers 60 11 28 45 06 150 Percentages 40% 07% 19% 30% 04% 100%
Interpretation
It is found from the table 20, that 40% of respondents are under the group of special features, 07% of respondents are under the group of agricultural pages, 19% of respondents are under the group of business pages, 30% of respondents are under the group of employment & education and 04% of respondents are under the group of others. It is concluded that a maximum of 40% of respondents are under the group of special features
CHART.20.1
CHART SHOWING ABOUT ADDITIONAL PAGES & SUPPLIMENTS
160 140 120 100 80 60 40 20 0
specia l features Ag ricultura l pa g es Business pa g es E m ploym ent & educa tion Others T ota l
BUYERS SATISFACTION
The table 21 describes the distribution of respondents based on buyers satisfaction with news paper agents. It is classified as highly satisfied, satisfied, moderately satisfied, dis satisfied and highly dis-satisfied.
Table - 21 INFORMATION ABOUT BUYERS SATISFACTION

Particulars Highly satisfied Satisfied Moderately satisfied Dissatisfied Highly dissatisfied Total Numbers 07 42 03 83 15 150 Percentages 05% 28% 02% 55% 10% 100%
Interpretation
It is found from the table 21, that 05% of respondents are under the group of highly satisfied, 28% of respondents are under the group of satisfied, 02% of respondents are moderately satisfied, 55% of respondents are under the group of dis satisfied and 10% of respondents are under the group of highly dis satisfied. It is concluded that a majority of 55% of respondents are under the group of dis satisfied.
CHART-21.1 CHART SHOWING ABOUT BUYERS SATISFACTION
160 140 120 100 8 0 6 0 4 0 2 0 0 H ig hly s atis fied S atis fied Moderately s atis fied D is s atis fied H ig hly dis s atis fied Total
64
DRAWBACKS OF NEWS AGENTS

The table 22 describes the distribution of respondents based on the drawbacks of the news agents. It is classified as late delivery, misbehavior, non delivery some days, papers are not properly placed and others.
Table - 22 INFORMATION ABOUT DRAW BACKS OF NEWS AGENTS
Particulars Misbehavior Non delivery some days Papers are not properly placed Others
Numbers 02 25 22 05
Percentages 03% 37% 33% 07%
65
Interpretation
It is found from the table 22, that 20% of respondents are under the group of late delivery, 03% of respondents are under the group of misbehavior, 37% of the respondents are under the group of non delivery some days, 33% of the respondents are under the group of papers are not properly placed and 07% of respondents are under the group of others. It concluded that a maximum of 37% of respondents are under the group of non delivery some days.
CHART-22.1 CHART SHOWING ABOUT DRAW BACKS OF NEWS AGENTS
66
25 20 15 10 5 0 Mis behavior Non delivery s om e days Papersare not properly placed Others
FINDINGS
1. The majority of the respondents are comes from males. 2. A maximum of the respondents were in 30-40 years and 40-50 years. 3. A maximum respondents salaries are at Rs. 10000-15000. 4. A maximum of the respondents are Government employees.
5. A majority of respondents are buying news paper from the news agents. 6. A maximum of respondents are reading more than one newspaper because of less national news in particular daily. 7. A maximum of 39% of respondents are interesting in entertainments like contests, competitions etc. 8. A maximum of respondents are told that cinema & classifieds are important in newspapers. 9. A majority of respondents are told that photos are required with news. 10. A majority of respondents are giving preferences to the local & national news. 11. A maximum of respondents are started for subscribing newspaper in between 3 years to 6 years. 12. A maximum of respondents are interested in additional pages & supplements like special features, agricultural pages, etc.
SUGGESTIONS
1. The important aspect for satisfaction of he consumer in newspaper is timely delivery of the newspaper so news paper should be timely delivered without any fail. 2. The study has clearly established that local news coverage is the most preferred factor on the part of readers. The sentiments of the local people have to be brought to the forefront
68
to attract the attention of the authorities concerned. Persons, places of local important should find their place on news paper. 3. The study under lines the importance of more national & international news, business & sports news. They are to be included to be satisfying the varied needs of different segments of the readers. 4. To increase circulation in rural areas more and more news item related to them are to be produced. In this regard, more reporters are to be employed so that they can search for news from different walks of life 5. From the study it has been found that majority of readers are interested in contests,
competitions and coupons etc. they help to make response of a huge audience and makes them friendly mind towards the paper. The paper may conduct competitions, contests, and coupons extensively to stimulate quick response from a large number of people. 6. Majority of readers is very much interested in special features. Therefore special attention to be put on publishing features 7. The study brings out the importance of the use of colours in printing. Readers suggest the use of more colours to make the paper attractive and pleasing. Use of colours shouldnt be confined to ads only as it was done earlier. They have to be extenuated to newsworthy photos, even to news columns.
8. The study stress on the advanced technology in printing. Advanced printing technology should be used to give the news paper a new look. 9. Clarity of letters and arrangement of colours are the main factors to be maintained. The organization should keep place with latest trends in the printing.
69
10. The study reveals that the importance of various types of campaigns for increasing circulation. The company should formulate a selling promotion mix viz. catching ads, dealer promotion and publication campaign etc.
11. The study has been found that television is the most effective media for advertising on news papers. Increase the ads of newspaper on television.
12. Introduce additional pages and supplements along with paper. With special reference to employment and educational pages, sports pages, agricultural pages and free application forms etc.
13. The study reveals that electronic media have strong influence on newspapers. Internet edition of newspaper is more common today. The company may start it to improve competitive strength.
14. Sample copy may be supplied in low circulated areas to build awareness and to motivate the readers to subscribe the paper.
CONCLUSION
The study reveals the various aspects related to the readers buying habits and tastes and suggestions to improve the circulation of newspaper.
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Malayalam newspapers play a vital role in the life of Kerala people. This study identifies the reason for reading or subscribing a particular newspaper, which may mainly be attributed to reliability of local news. And reason for reading more than a paper is for knowing more national news. It has clearly been established that Malayala Manorama is the market leader in Kerala. Majority of buyers or subscribers (95%) gets newspaper from news agents. Late delivery and non delivery were the main reason of dissatisfaction of buyers. Readers think newspaper ads useful, especially general ads and educational ads. Cartoons and comics are the most preferred special articles. Most of respondents were very much interested in special type of features. Majorities are of the opinion that use of colors in printing. Some of readers prefer local news to other contests in the newspaper. Impartial and reliable mind towards news were found to be important function of newspaper. Printing, layout and photos are to be maintained in a newspaper. Circulation can be increased with the help of newsagents. Out of total agents interviewed, suggest ad campaign to be the effective method for improving circulation. Most of respondents suggested television as the effective media for advertising newspaper. The study underlines the importance of promotional schemes for newsagents. Some other respondents opinion that electronic media is seen as influencing newspapers. Frequent price hike is found to be affecting circulation badly. Impartial approach towards news is the main suggestion by respondents. The important aspect for satisfaction of he consumer in newspaper is timely delivery of the newspaper so news paper should be timely delivered without any fail.
BIBLIOGRAPHY
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BOOKS
1. PHILIP KOTLER, 1998. Marketing management (9th edition), Newdelhi: Ashok K.Ghosh, prentice-hall of India private limited. 2. C.R.KOTHARY, 1997. Research Methodology- Methods and Techniques (2nd edition), Wishwa Prakashan, ansari road, new delhi 3. Malayala Manorama year book 2000, millennium edition. 4. Malayala Manorama year book 2007. 5. S.P.GUPTA, Statistical methods
WEB SITES: www.chandrikaonline.com www.Indiannewspaperindustry.com
QUESTIONNAIRE
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1.
Name
2.
Gender
Male
Female
3.
Age
Below 20 40-50
20-30 Above 50
30-40
4.
Monthly income
Below 5000 150000-20000
5000-10000 10000-15000 Above 20000
5.
Occupation
Business Farmer
Govt. employee Student Other
6.
From where do you buy the newspaper? Book stall Retail shop others A gent Street seller
7.
Who make newspaper purchase decision? Own self Family members

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Children
Friends & colleague
Others
8.
In terms of given factors what made you subscribe the particular daily? More local news coverage Good printing &photography Editorial More sports & arts news More national & international news Others
9.
Do you read more than one daily: Yes/ No. If yes, what are the defects in Chandrika news paper? Less local news Less business news Less national news Less employment news Others
10.
Which entertainments attract you most in the Chandrika newspaper? Coupons Competitions D iscount O thers Contents
11.
Which type of ads do you require more in a newspaper? Classifieds Legal ads
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Employment
General ads
O thers
12.
Which media do you prefer get news daily? Television Internet Radio O thers News paper
13.
Do you think that cinema & classified ads are must in Chandrika newspaper? Highly necessary Not necessary N ecessary M oderately necessary
H ighly not necessary
14.
Do you require more photos related to news? Highly required Not required Required H ighly not required Moderately required
15.
Give your opinion about which contest is given more importance in newspaper? Local/National news Cinema & Art Spots & Games
Advertisement & Business news 16.
Employment & Education news
From how many years did you subscribe? Recently 6 to 10 Years 1 to 3 Years 10 Years & above 3 to 6 Years
17. (a) Do you require any help from newspaper office for increasing circulation ? Yes/ No
(b) If yes which type of help Adequate training Inducements 18. Proper supervision O thers S ufficient reward
What are methods according to you, which may be suggestible to increase subscription copy? Use simple language Additional pages supplements Honest reporting
19. From the following which is the most effective method for increasing the circulation? Advertisement Discount cards & Insurance Others 20. Have other media advertising influenced the increasing newspaper copy? Television Internet Radio Other publications Screen slides Free gift with the paper Give free copies for a short period
Thanks and Regards
76

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THE TASTE AND PREFERENCE OF NEWSPAPER READERS

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

Consumer Buying Behaviour

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

Factors influencing the behaviour of buyers

Indian Consumer Buying Habits

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

SCOPE OF THE STUDY

LIMITATIONS OF THE STUDY

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

Data collection method

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

Functions of I N S News print:

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

COMPANY PROFILE A BRIEF HISTORY OF THE ORGANISATION

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

Vision and Mission

Welfare Measures for the Employees

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

LITERETURE REVIEW Title: Changing Customer Mind

By: Adam Philip

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

Title: Pursuing Lost Customers

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

DATA ANALYSIS AND INTERPRETATION Table - 1 CLASSIFICATION BASED ON SEX

Sex Male Female Total

Numbers 119 31 150

Percentage 79% 21% 100%

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

CHART 1.1 CHART SHOWING THE RESPONDENTS GENDER

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

Table - 2 CLASSICATION BASED ON AGE

Age Below 20 20-30 30-40 40-50 Above 50 Total

Percentages 3% 15% 35% 35% 12% 100%

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

CHART 2.1 CHART SHOWING ON THE BASIS OF AGE

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

Table 3 CLASSIFICATION BASED ON INCOME LEVEL

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

CHART SHOWING THE RESPONDENTS INCOME LEVEL

East Point College of Higher Education

THE TASTE AND PREFERENCE OF NEWSPAPER READERS

10000-15000 15000-20000 Above 20000 income level

Table - 4 CLASSIFICATION BASED ON OCCUPATION