A STUDY ON CONSUMER PREFERENCE TOWARDS “THE HINDU” NEWSPAPER

BY

V.YOGALAKSHMI

412411631057

of

SRI SAIRAM INSTITUTE OF TECHNOLOGY

A SUMMER PROJECT REPORT

Submitted to the

FACULTY OF MANAGEMENT SCIENCES

In partial fulfillment of the requirements

for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

ANNA UNIVERSITY

Chennai 600 025

August – 2012

1
 SRI SAI RAM INSTITUTE OF TECHNOLOGY
SAI LEO NAGAR, WEST TAMBARAM CHENNAI-44

BONAFIDE CERTIFICATE

This is to certify that summer project report titled “A STUDY ON CONSUMER

PREFERENCE TOWARDS THE HINDU NEWSPAPER” is the bonafide work of
V.YOGALAKSHMI (Reg.No:412411631057) who carried out the research under my
supervision. Certified further, that to the best of my knowledge the work reported herein does
not form part of any other project report or dissertation on the basis of which a degree or award
was conferred on earlier occasion on this or any other candidate.

Prof.C.R.SENTHILNATHAN V.SELVAKUMAR

(PROJECT GUIDE) (HOD – MBA)

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 I

ACKNOWLEDGEMENT
I am thankful to the management of Sri Sai Ram Institute Of Technology which has
imparted me sufficient knowledge and confidence to complete this project in the field training.

I wish to express my deep sense of gratitude and indebtedness to our Chairman

MJF.Ln.Leo Mutu, Dr. Palani Kumar- Principal Of Sri Sai Ram Institute Of Technology
Chennai. Mr.V.R.Rajamanickam- Director of Sri Sai Ram Group of Institutions,- for
granting me permission to carry out this project on service quality.

I‟m highly obliged to our beloved Dr.K.Maran (Director) for his encouragement and
constant support throughout the project.

My sincere regards and always due to our head of the department, Mr.V.Selvakumar,
Sri Sai Ram Institute Of Technology, for their continuous support and motivation.

I extend my heartfelt thanks and deep sense of gratitude to my guide

Mr.C.R.Senthilnathan, Assistant Professor, Sri Sai Ram Institute Of Technology, For
guiding me in all works in a kind manner and enabling me to march towards the successful
finshing of this project.

I‟m very grateful to all the faculty members of the department of management studies for
their encouragement and kind-hearted advice.

I‟m also thankful to Ms.Chitradevi Deputy General Manager of “The Hindu” for
offering me a project in their esteemed organization and having guided me in the organization.

Finally I thank my family members and friends who helped me in all possible ways to
make this project a success.

YOGALAKSHMI.V

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 II
ABSTRACT
Newspaper is a publication that appears regularly and frequently. It carries news about a
wide variety of current events. The newspaper publishes have an overall control by its business
and news operations. 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. Three edition of the newspaper Chennai, Hyderabad and
Delhi are available in digital form at this first stage. They are available for viewing at 6.00am
Indian Standard Time (1st) every day. Access is free for new but well required registering online.
To understand the existing preference of the customers. This study is done to understand
to existing preference of the customer. It helps to study the consumer preference towards The
Hindu Newspaper. And to know the consumer preference towards supplement issued by the
Hindu. Maximum 71% of the respondents preferring “The Hindu” newspaper belong to male
category. Maximum 38% of student category prefers to read “The Hindu” Newspapers.
Maximum 73% of the respondents prefer yes to read “The Hindu” Newspapers. Maximum 39%
of the respondents prefer to read “The Hindu” Newspapers. Maximum 35% of the respondents
prefer to read daily “The Hindu” Newspaper. Maximum 38% of the respondents prefer to read
“The Hindu” Newspaper is good. Maximum 41% of the respondents prefer to read “The Hindu”
Newspaper for sports.
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. 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.

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 III

TABLE OF CONTANTS
ACKNOWLEDGEMENT I

ABSTRACT II

TABLE OF CONTENTS III

LIST OF CHARTS IV

CHAPTER NO. TITLE PAGE NO.

I INTRODUCTION
INTRODUCTION TO THE STUDY 1
PROFILE OF THE HINDU NEWSPAPER 2
NEED FOR THE STUDY 7
OBJECTIVE OF THE STUDY 8
SCOPE OF THE STUDY 9
REVIEW OF LITERATURE 10
RESEARCH METHODOLOGY 12
TOOLS FOR ANALYSIS 14
LIMITATION OF THE STUDY 15
II DATA ANALYSIS AND
INTERPRETATION
PERCENTAGE ANALYSIS 16

III FINDINGS AND SUGGESTIONS

FINDINGS 32
SUGGESTIONS 33
CONCLUSION 34

APPENDIX
REFERENCES 35

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 IV

LIST OF CHARTS

TABLE TITLE PAGE NO.

NO.
1 AGE OF THE RESPONDENTS 16
2 GENDER OF THE RESPONDENTS 17
3 OCCUPATIONS 18
4 THE HABIT OF READING NEWSPAPER 19
5 NEWSPAPER TO READ 20
6 READ THE HINDU NEWSPAPER 21
7 THE QUALITY OF INFORMATION OF THE HINDU 22
WHEN COMPARED TO OTHER NEWSPAPERS
8 THE HINDU NEWSPAPER IS THE ONE YOU LIKE THE 23
MOST
9 RELIABLE IS THE INFORMATION OF THE HINDU 24
NEWSPAPER
10 SUPPLEMENTS COPY OF THE HINDU YOU LIKE THE 25
MOST
11 CHOOSE NEWSPAPER RATHER THAN ANY OTHER 26
MEDIA
12 THE HINDU NEWSPAPER LACKS 27
13 THE HINDU NEWSPAPER LACKS IN COVERING 28
LOCAL NEWS OR ANY OTHER INFORMATION THAN
ANY OTHER NEWSPAPER
14 THE HINDU HAS RELEVANT INFORMATION FOR ALL 29
AGE GROUPS
15 THE HINDU NEWSPAPER AT FREE OF COST THEN 30
WHAT WILL BE YOUR FREQUENCY OF READING
16 THE HINDU ADDS VALUES TO YOUR KNOWLEDGE 31

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CHAPTER – I

INTRODUCTION

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INTRODUCTION TO THE STUDY
Media in India, experience newspaper media, are undergoing significant changes in the
current liberalized environment. Newspaper is a publication that appears regularly and
frequently. It carries news about a wide variety of current events. The newspaper publishes
have an 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. . To most people “The press” means the daily newspaper, but
although re-eminent in influence daily newspapers is only a small part of the press & 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 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 is different from every other industry. But business success
is 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.

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PROFILE OF THE HINDU NEWSPAPER
FOUNDER SUBRAMANIAN IYER IN 1878
CO-FOUNDER VEERA RAGHAVACHARIAR
LEGAL ADVISOR KASTURI IYENGAR (LATER PURCHASED
IT IN 1905)
WEEKLY NEWSPAPER 1878
DAILY NEWSPAPER 1889
NET PAID CIRCULATION 1 MILLION COPIES
CONSUMERSHIP 3 MILLIONS
ANNUAL TURNOVER 4 BILLIONS
ONLINE EDITION 1995
PRINTING MAIN EDITION CHENNAI
PRINTING CENTER COIMBATORE, BANGLORE, MADURAI,
HYDREBAD, NEW DELHI, KOCHI,
THIRUVANANTHAPURAM, VIJAYAWADA,
MANGLORE, TRICHY.

Supplements

 On Mondays

• Metro Plus
• Education Plus
 On Tuesdays
• Young World, an exclusive children‟s supplement
• Metro Plus
 On Wednesdays
• Opportunities
• Metro Plus
 On Thursdays
• Metro Plus
• NXg
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  On Fridays
• Friday Review
• Metro Plus weekend
 On Saturdays
• Metro Plus
• Property Plus
 On Sundays
• Weekly Magazine covering social issues, art, literature, gardening, travel health,
cuisine, hobbies etc.
• Literary Review, every first Sunday
• Classifieds
• Cinema Plus

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 school 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 analyses trends in education, provide pointers, and
above all, inform.

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

10
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. After a month with the Srinidhi
Press, the newspaper as for printing shifted to the Scottish press, also in Black Town. The
earliest available issue of the paper is dated June 21, 1881. In1881 the Hindu moved to Ragunada
Rau‟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. 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 papers also at the service of the advertiser. In between, there were more views than
news. 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. The present era is that of information which is available as
right time to the right person

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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, Kochi, 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 there ports, articles photographs and
other graphics have been organized and presented. 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 6.00am Indian Standard Time (1st)
every day. Access is free for new but well required registering online.

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News Agencies
There are 4 main news agencies in India.
• Press Trust of India (PTI)
• United News of India (UNI)
• Sam char Bharathi (SB)
• 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 in1986 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 consumer‟s activities. 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 be suppressed due to any reasons. Some
sensational newspaper now a day‟s print unimportant and trivial news in the front pages, while
worldwide 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 source of guidance to the
common people.

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NEED FOR STUDY

 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.

 To understand the existing preference of the customers. It is imperative to investigate

and suggest ways and means to improve the customer satisfaction.

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OBJECTIVES OF THE STUDY

 Primary

 To study the consumer preference towards The Hindu Newspaper.

 Secondary

 To know the consumer preference towards supplement issued by the Hindu.

15
SCOPE OF THE STUDY

 In the highly competitive media market. The outcome of the study will help the
organization to understand the customer preference and to serve them in a better way.

 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.

16
REVIEW OF LITERATURE

 According to Drucker (1954), the principle purpose of the business is to create satisfied
customers. Increasing customer satisfaction has to been found to lead to higher future
profitability (Anderson, Fornell, and Rust 1997), increased buyer willingness to pay price
premiums, provide referrals, and use more of the product (Reichheld1996; Anderson and
Sullivan 1993; Bolton 1998). Increased loyalty, in turn, has been found to lead to
increases in future revenue (Fornell 1992; Anderson, Fornell, and Lehmann 1994) and
reduction in the cost of future transaction (Reichheld 1996; Srivastava, Shervani, and
Fahey 1998). All of this empirical evidence suggests that customer satisfaction is
valuable from both a customer goodwill perspective and an organization‟s financial
perspective.

 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.

 A firm‟s future profitability depends on satisfying customers in the present – retained

customers should be viewed as revenue producing assets for the firm (Anderson and
Sullivan 1993; Reichheld 1996; Anderson and Mittal 2000). Empirical studies have
found evidence that 6 improved customer satisfaction need not entail higher costs, in
fact, improved customer satisfaction may lower costs due to a reduction in defective
goods, product re-work, etc. (Fornell 1992; Anderson, Fornell, and Rust 1997). However,
the key to building long-term customer satisfaction and retention and reaping the benefits
these efforts can offer is to focus on the development of high quality products and
services.

 Customer satisfaction and retention that are bought through price promotions, rebates,
switching barriers, and other such means are unlikely to have the same long-run impact
on profitability as when such attitudes and behaviors are won through superior products

17
 and services (Anderson and Mittal 2000). Thus, squeezing additional reliability out of a
manufacturing or service delivery process may not increase perceived quality and
customer satisfaction as much as tailoring goods and services to meet customer needs
(Fornell, Johnson, Anderson, Cha, and Everitt 1996).

 Narasimha Rao P.V.L.National consumership survey (2005) press continues to grow

from time to time. Press adds 34 million consumers in the last 2years 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 200mna growth of 4% every years.

 Chrystal Szeto and Luis Jimenez (2005), new media offer consumers a wide array of
choices to access, disseminate and display all forms of information. Historically, new
media complemented rather than eliminated the older media. Is this pattern changing
with the more recent introduction of digital media/ what does market research tell us
about the preferences of today‟s consumers for electronic vs. paper media.

 Rebekah (2006) Wade has remarked that the newspaper success would probably depend
more on free CD‟s and DVD‟s than on it journalists. Newspapers particularly hope that
CD‟s and DVD‟s will appeal to the young who are increasingly getting their news online.

 Kathleen and Collins, The consumption of paid newspapers in the United States and
most other mature print news markets has been in slow but general decline throughout the
last four decades. Much of this decline has been precipitated by a variety of (usually)
free electronic news and information sources most notably radio, television and now the
internet. A recent addition to these sources is free newspapers, some introduced as
competitors to paid newspapers, others designed to encourage newspaper reading among
current non-readers. The impact of free newspapers on the market for paid print dailies
in four major United States markets is analyzed in terms of whether these two sorts of
products are competitors or complements.

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RESEARCH METHODOLOGY

 Research Design
o Research Design is descriptive as well as analytical.

 Primary data collection

o Primary data was collected with the help of a structured questionnaire. The
questionnaires were administered to the selected 100 respondents.

 Technique of data collection

o 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

o The study on consumer preference towards has been limited to consumers located in
Chennai only.

 Period of the study

o The period of the study covers 3weeks (July 2012).

 Sources of Data
o 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 is
collected from the selected sample respondents in the study area. Simple random
sampling method was used in selecting the respondents.

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 Sample Size
o The sample size selected for the study is 100 respondents. The respondents are
selected by simple random sampling method.

 Sampling Techniques
o Data on the various aspects directly and indirectly related to the investigation were
gathered through questionnaires to the respondents. The questions are necessary to
ensure the reliability of the information. The questions were simple to understand so
that information can be collected from various respondents easily. It should be seen
that parties are not biased or prejudiced and are mentally sound.

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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 = -------------------------- x 100
Sample size

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LIMITATION OF THE STUDY

 The sample size is only 100.

 The period of study is limited to a month
 Under the study only literate people included.
 The result of analysis made in the study depends fully on the accuracy; reliability of
information‟s given by respondents.

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 CHAPTER – II

DATA ANALYSIS

AND

INTERPRETATION

23
 TABLE NO: 1 AGE OF THE RESPONDENTS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Below 20 19 20
20 to 40 36 38
40 to 60 29 30
Above 60 12 12
Total 96 100

CHART NO: 1

NO. OF RESPONDENTS

100%
80%
60%
NO. OF RESPONDENTS
40%
20%
0%
Below 20 20 to 40 40 to 60 Above 60

INTERPRETATION

 It is inferred that maximum of the respondents are in the age group 21 to 30 years 36%
who read “The Hindu” news paper regularly.

 Minimum 29% of the respondents who belong to the age group 31 to 40 year read Hindu
regularly.

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 TABLE NO: 2 GENDER OF THE RESPONDENTS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Male 68 71
Female 28 29
Total 96 100

CHART NO: 2

NO. OF RESPONDENTS

28
Male
Female

68

INTERPRETATION

 It is concluded that maximum 71% of the respondents preferring “The Hindu” newspaper
belong to male category.
 Minimum 29% of the respondents preferring “The Hindu” newspaper belong to female
category.

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 TABLE NO: 3 OCCUPATIONS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Student 36 38
Employee 24 25
Business person 26 27
Others 10 10
Total 96 100

CHART NO: 3

NO. OF RESPONDENTS
40
35
30
25
20
NO. OF RESPONDENTS
15
10
5
0
Student Employee Business person Others

INTERPRETATION

 It is observed that maximum 38% of student category prefers to read “The Hindu”
Newspapers.
 Minimum 10% of other category prefers to read “The Hindu” Newspapers.

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 TABLE NO: 4 THE HABIT OF READING NEWSPAPER

FACTORS NO. OF RESPONDENTS PERCENTAGE

Yes 70 73
No 26 27
Total 96 100

CHART NO: 4

NO. OF RESPONDENTS

80

60

40
NO. OF RESPONDENTS
20

0
Yes
No

INTERPRETATION

 It is inferred that maximum 73% of the respondents prefer to read “The Hindu”
Newspapers.
 Minimum 27% of the respondents prefer to not read “The Hindu” Newspaper.

27
 TABLE NO: 5 NEWS PAPER TO READ

FACTORS NO. OF RESPONDENTS PERCENTAGE

The Hindu 38 39
The New Indian Express 22 23

Deccan Chronicle 21 22

The Times of India 15 16

Total 96 100

CHART NO: 5

15

The Hindu
38
The New Indian Express
21 Deccan Chronicle
The Times of India

22

INTERPRETATION

 It is observed that maximum 39% of the respondents prefer to read “The Hindu”
Newspapers.
 Minimum 16% of the respondents prefer to read “The Time of India” newspapers.

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 TABLE NO: 6 READ “THE HINDU” NEWSPAPER

FACTORS NO. OF RESPONDENTS PERCENTAGE

Daily 34 35
Weekend 31 32
Once in 2 weeks 18 19
Rarely 13 14
Total 96 100

CHART NO: 6

NO. OF RESPONDENTS
40
35
30
25
20
NO. OF RESPONDENTS
15
10
5
0
Daily Weekend Once in 2 weeks Rarely

INTERPRETATION

 It is inferred that maximum 35% of the respondents prefer to read daily “The Hindu”
Newspaper.
 Minimum 14% of the respondents prefer to read rarely “The Hindu” newspaper.

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TABLE NO: 7 THE QUALITY OF INFORMATION OF “THE HINDU”
WHEN COMPARED TO OTHER NEWSPAPERS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Excellent 28 29

Good 36 38

Can‟t say 19 20

Fair 13 13

Poor - -

Total 96 100

CHART NO: 7

NO. OF RESPONDENTS

40
30
20 NO. OF RESPONDENTS
10
0
Excellent Good Can’t say Fair Poor

INTERPRETATION

 It is observed that maximum 38% of the respondents prefer to read “The Hindu”
Newspaper is good.
 Minimum 13% of the respondents prefer to read “The Hindu” newspaper is fair.

30
TABLE NO: 8 “THE HINDU” NEWSPAPER IS THE ONE YOU LIKE
THE MOST

FACTORS NO. OF RESPONDENTS PERCENTAGE

News 26 27

Entertainment 24 25

Sports 39 41

Others 07 07

Total 96 100

CHART NO: 8

NO. OF RESPONDENTS
50
40
30
20 NO. OF RESPONDENTS
10
0
Entertainment Sports Others
News

INTERPRETATION

 It is observed that maximum 41% of the respondents prefer to read “The Hindu”
Newspaper for sports.
 Minimum 7% of the respondents prefer to read “The Hindu” Newspaper for other things.

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TABLE NO: 9 RELIABLE IS THE INFORMATION OF “THE HINDU”
NEWSPAPER

FACTORS NO. OF RESPONDENTS PERCENTAGE

Extremely Reliable 39 40
Very much Reliable 26 27
Neutral 17 18
Not much 14 15
Not at all - -
Total 96 100

CHART NO: 9

NO. OF RESPONDENTS

40
30
20
NO. OF RESPONDENTS
10
0
Extremely Very much Neutral Not much Not at all
Reliable Reliable

INTERPRETATION

 It is observed that maximum 40% of the respondents prefer to read “The Hindu”
newspaper is an extremely reliable.
 Minimum 15% of the respondents prefer to read “The Hindu” newspaper is not much
reliable.

32
TABLE NO: 10 SUPPLEMENTS COPY OF “THE HINDU”YOU LIKE THE
MOST

FACTORS NO. OF RESPONDENTS PERCENTAGE

Young world 15 16

Magazine. 06 06

Friday review. 11 11

Opportunities. 11 11

Metro Plus 19 20

Classified 04 04

Nxg 06 06

Education Plus 14 15

Property Plus 10 11

Total 96 100

CHART NO: 10

NO. OF RESPONDENTS
10 15 Young world

14 Magazine.
6
Friday review.
6 11 Opportunities.
4
Metro Plus
11
19 Classified

INTERPRETATION

 It is observed that maximum 20% of the respondents prefer to read “The Hindu”
newspapers for metro plus.
 Minimum 4% of the respondents prefer to read “The Hindu” newspaper for Classified.

33
TABLE NO: 11 CHOOSE NEWSPAPER RATHER THAN ANY OTHER
MEDIA

FACTORS NO. OF RESPONDENTS PERCENTAGE

Informative 20 27

Improves language skills 36 36

Reliable 24 26

Other 16 11

Total 96 100

CHART NO: 11

NO. OF RESPONDENTS
40
30
20
NO. OF RESPONDENTS
10
0
Informative Improves language Reliable Other
skills

INTERPRETATION

 It is inferred that maximum 36% of the respondents prefer to read “The Hindu”
newspapers for an improves language skills.
 Minimum 11% of the respondents prefer to read “The Hindu” newspaper for an other
things.

34
 TABLE NO: 12 “THE HINDU” NEWSPAPER LACKS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Coverage of local area news 34 35

No proper up gradation of news 22 23

Commercial and advertisement 24 25

coverage is more

Others (specify) 16 17

Total 96 100

CHART NO: 12

NO. OF RESPONDENTS

100%
80%
60%
40%
20%
0% NO. OF RESPONDENTS

INTERPRETATION

 It is observed that maximum 35% of the respondents prefer to read “The Hindu”
newspapers for Coverage of local area news.
 Minimum 17% of the respondents prefer to read “The Hindu” newspapers for other
reasons.

35
 TABLE NO: 13 “THE HINDU” NEWSPAPER LACKS IN COVERING
LOCAL NEWS OR ANY OTHER INFORMATION THAN ANY OTHER
NEWSPAPER

FACTORS NO. OF RESPONDENTS PERCENTAGE

0-20% 06 6

21%-40% 12 13

41%-60% 26 27

61%-80% 24 25

81%-100% 28 29

Total 96 100

CHART: 13

NO. OF RESPONDENTS
40
20
0
NO. OF RESPONDENTS NO. OF RESPONDENTS

INTERPRETATION

 It is observed that maximum 29% of the respondents 81-100% prefer to read “The
Hindu” newspaper.
 Minimum 6% of the respondents 0-20% prefers to read “The Hindu” newspaper.

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TABLE NO: 14 “THE HINDU” HAS RELEVANT INFORMATION FOR
ALL AGE GROUPS

FACTORS NO. OF RESPONDENTS PERCENTAGE

Strongly agree 32 33

Agree 28 29

Uncertain 26 27

Disagree 10 11

Strongly disagree - -

Total 96 100

CHART NO: 14

NO. OF RESPONDENTS
35
30
25
20
15
NO. OF RESPONDENTS
10
5
0
Strongly agree Agree Uncertain Disagree Strongly
disagree

INTERPRETATION

 It is observed that maximum 33% of the respondents prefer strongly agree to read “The
Hindu” newspaper.
 Minimum 11% of the respondents prefer disagree to read “The Hindu” newspaper.

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TABLE NO: 15 “THE HINDU NEWSPAPER AT FREE OF COST THEN
WHAT WILL BE YOUR FREQUENCY OF READING

FACTORS NO. OF RESPONDENTS PERCENTAGE

All the time 52 53

Very often 44 45

Often 2 2

Sometimes - -

Total 96 100

CHART NO: 15

0
NO. OF RESPONDENTS
2

All the time

Very often
44
Often
52
Sometimes

INTERPRETATION

 It is observed that maximum 53% of the respondents prefer all the time to read “The
Hindu” newspaper.
 Minimum 2% of the respondents prefer often to read “The Hindu” newspaper.

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TABLE NO: 16 “THE HINDU ADDSVALUE TO YOUR KNOWLEDGE

FACTORS NO. OF RESPONDENTS PERCENTAGE

Bad - -

Fair - -

Moderate 11 12

Good 36 37

Excellent 49 51

Total 96 100

CHART NO: 16

NO. OF RESPONDENTS

100%

50% NO. OF RESPONDENTS

0%
Bad Fair Moderate Good Excellent

INTERPRETATION

 It is observed that maximum 51% of the respondents prefer excellent to read “The
Hindu” newspaper.
 Minimum 37% of the respondents prefer good to read “The Hindu” newspaper.

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 CHAPTER-III

FINDINGS AND SUGGESTIONS

40
FINDINGS
 Maximum of the respondents are in the age group 20 to 40 years 38% who read “The
Hindu” news paper regularly.
 Maximum 71% of the respondents preferring “The Hindu” newspaper belong to male
category.
 Maximum 38% of student category prefers to read “The Hindu” Newspapers.
 Maximum 73% of the respondents prefer yes to read “The Hindu” Newspapers.
 Maximum 39% of the respondents prefer to read “The Hindu” Newspapers.
 Maximum 35% of the respondents prefer to read daily “The Hindu” Newspaper.
 Maximum 38% of the respondents prefer to read “The Hindu” Newspaper is good.
 Maximum 41% of the respondents prefer to read “The Hindu” Newspaper for sports.
 Maximum 40% of the respondents prefer to read “The Hindu” newspaper is an extremely
reliable.
 Maximum 20% of the respondents prefer to read “The Hindu” newspapers for metro plus.
 Maximum 36% of the respondents prefer to read “The Hindu” newspapers for an
improves language skills.
 Maximum 35% of the respondents prefer to read “The Hindu” newspapers for Coverage
of local area news.
 Maximum 29% of the respondents 81-100% prefer to read “The Hindu” newspaper.
 Maximum 33% of the respondents prefer strongly agree to read “The Hindu” newspaper.
 Maximum 53% of the respondents prefer all the time to read “The Hindu” newspaper.
 Maximum 51% of the respondents prefer excellent to read “The Hindu” newspaper.

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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

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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.

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REFERENCES

44
 REFERENCES

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, RamNager, S.Chand &
company Ltd, 2001.

b) Websites

 WWW. Presscounsil.nic.in

 WWW. Worldpressinstitute.org

 WWW. Google.com.

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