100 Marks TOI

INTRODUCTION
The newspaper has always been one of the most important providers of news and
entertainment, despite of the rise of the Internet and of telecommunications as viable
sources of information. People have different norms, values, and believes. When looking
for a newspaper, people are interested in papers, which correspond to their beliefs; they
are looking for a newspaper that they can identify themselves with. Consequently, it is
important for newspapers to be able to tie customers to them, to deliver something that
satisfies the customer, to give the customer an incentive to be loyal.
Indian Newspaper Industry is witnessing high growth. Earlier all newspaper

owners thought opportunity was within their own geographical area. But, in coming years
Publishers will be spending over Rs 1410 crores to invade each other’s territories. The
Newspaper market is bound to grow. New brands are coming into different territories.
Unless the publishers recognize the preferences of readers, they could not succeed the
hearts of the customers.
According to a Price water house Coopers (PwC) survey for the year 2003 it is
estimated that the news paper industry in India is around US$1.7 billion in 2003, and is
expected to grow to reach US$ 2.4billion in 2008. Publishers in India are ready to spend
over Rs 1410 crores to invade each other’s territories.
AN OVER VIEW OF INDIAN MARKET
In fiscal year 2003-04, our gross domestic product (GDP) amounted to Rs 2,50,000 crore
making us the 12th largest economy in the world.
India’s economy is growing upwards of 8% over 2003-04. This makes us the second-
fastest growing economy in the world, behind China.
Over the past 10 years, India has registered the fastest growth among major
democracies.It represents the fourth largest economy in terms of “purchasing power
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parity”.Between 1995 and 2002, nearly 100 million people became part of the consuming
and rich classes.Over the next five years, 180 million people are expected to move into
the consuming and very rich classes.On an average, 30-40 million people are joining the
middle class every year, representing huge consumption spending on lifestyle products .
SUNRISE OPPORTUNITY
The Entertainment & Media (E&M) industry in India is one of the fastest growing
sectors of the economy.
The E&M industry is expected to significantly benefit from the fast economic growth, as
this industry is cyclically sensitive (growing faster than the GDP due to income elasticity
wherein when income rises, proportionately more resources get spent on leisure and
entertainment and less on necessities).
The govt’s new media policy is expected to trigger a circulation spending growth in India
to average 5% compounded annually for the next 5 years. This is said to be the fastest
growth rate among all countries in the region.
As a result, India’s newspaper market, comprising advertising and circulation revenues, is
estimated to grow at a compound annual rate of 6% between 2005 and 2009
THE MAJOR PLAYERS IN NEWS PAPER INDUSTRY
Companies Revenues (Rs Crore)

Bennett, Coleman & Co. 1,808
Jagran Prakashan 500
The Hindu 453
Eenadu 418*
HT Media 418
Living Media India 324*
Malayala Manorama 305
Dainik Bhaskar 300
IENB 250
Mathrubhumi 152*
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EPML 121*
Sakal group 120
Deccan Chronicle 116
Mid-Day Multimedia 93
HOW INDIA SPENDS ON ADVERTISING
40 MEDIA EXPENDITURE IN INDIA (2004)
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0
6.5
PRESS
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TELEVISION
RADIO
CINEMA
OUTDOOR
50.5 INTERNET
THE NEW INDIAN EXPRESS (NIE)
NIE group is a part of the Indian Express heritage. This great journalism of
courage started in 1932 and slowly and gradually it got split into two, one looking at the
north and west and the other south and Orissa.
It has Newspapers in English (The New Indian express, The New Sunday
Express) Tamil (Dinamani) & Kannada (Kannada Prabha); Magazines in Tamil (Tamilan
Express) and Malayalam (Malayalam Vaarika). There are 19 printing centers spread
across the four Southern States and Orissa. The New Indian Express group also has
Internet Editions (indiavaarta.com) and an Event Management Company (Event Xpress)
working under it.
The New Indian Express Group was the first in India to conduct monthly
discussion groups with different segments of readers throughout south India to identify
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their needs and their suggestions for improvement of the products. Growth vectors of this
group can be identified as mainly, the evolving Product lines, New Editorial thrust,
Innovations, Strategic Growth Initiatives, Delivery system, Operational excellence.
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NEED OF STUDY
Literacy of the public has gone up in India for the past decade to a great extent.
New publications have come up in plenty in a short span. With the electronic media
getting more and more popular and Internet has become a medium of information for the
upper class segment and educated segment. New publications are yet to launch in
Chennai like Times of India and DNA. Deccan chronicle has already launched. But the
major English dailies are still The Hindu and The New Indian Express.
There are a lot of new brands coming into different territories. In such a scenario,
it is very important for the company to satisfy its readers so as to exist and win over the
stiff competition. Indian express circulation in Chennai Circle has reached to 1.25 Lakh
and still there is a long way to go. The company strongly believes that a loyal reader is
the best advertiser for the company’s brand. This has given the researcher an opportunity
to explore and find out the loyalty level of readers.
In the present study, the researcher will quantify the loyalty level of newspaper
readers for the company. This factor is well accepted that each newspaper should develop
its own Unique selling Proportion to retain its present readers and attract new ones. Thus,
this study is an attempt to quantify the factors that help the company to understand the
needs and wants of its readers and aggressively work on improving them.
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OBJECTIVES
Broad Objective:
To study the factors affecting Loyalty of newspaper readers in Chennai
Specific Objective:
 To analyze Editorial driven factors that directly affect the readers view points.
 To know the market driven factors in newspaper that readers prefer.
 To quantify the satisfaction level of the readers of a newspaper.
 To study the factors like Coverage of news, Availability, Overall Quality of the
paper etc which are the prime deciding factor for their loyalty.
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HYPOTHESES
 The Respondents opinion on influences to read Newspaper is same
 There is no significant relationship between Occupation and the type of
newspaper read.
 There is no significant relationship between respondents Annual Family Income
and the type of Newspaper read.
 There is no significant relationship between respondents’ habit of reading
newspaper in term of years and the language of Newspaper read.
 There is no significant relationship between age of respondent and English Daily
read.
 There is no significant relationship between Occupation and the English Daily
read
 There is no significant relationship between Annual Family income and the
English Daily read
 There is no significant relationship between Frequency of News Paper Read and
the English Daily read
 There is no significant relationship between language of Newspaper read and
number of years since they started reading news paper
 The features preferred by the respondents are same in comparison to other
newspapers.
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 The respondents’ perception about coverage of news by the newspaper they prefer
is same.
 Loyalty Based On Encouraging Friends & Relatives and Continuation with Same
Paper is same
SCOPE OF STUDY
This study could be of greater help for NEW INDIAN EXPRESS in the following ways:
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 This study will help the organization to know the readers level of satisfaction on
the services and news rendered by them.
 This study would help the organization to find out the readers loyalty for
newspaper and areas of improvement for NIE.
 This study will help the company to decide upon the important factors both
content wise (Editorial driven) and Product wise (Market driven) that directly
affect the readers.
Ultimately this study is intended to find out the loyalty level of readers towards the
services and news offered.
REVIEW OF LITRATURE
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This section contains literature review on brand loyalty, and the Analytical Hierarchical
Process.
Brand Loyalty:
Brands are more than logos. It conveys values.
“The individual buys brands because they speak trust," McManus said. "Only the
brand fits the emotion of those experiences like a glove, and delivers on the promise." In
light of this information, it is clear that brand loyalty can be an important factor in the
success of a company. This is especially so in newspapers where studies show the
emotional link readers create with newspapers.
There are two different approaches for analyzing brand loyalty: the downstream
one, based on observing consistent purchases of a brand over a period of time and the
upstream approach, which focuses on the motives that are behind a repeat purchasing of a
brand.
Brand loyalty for newspapers can be measured by using a simple questionnaire

by asking two simple questions: “What newspaper do you currently buy?” and “What
newspaper do you plan to buy in the future?” This data are then coded into the preferred
newspaper to last purchased newspaper matrix and are used to calculate brand loyalty
using the Preference Behavior Model.
There are two aspects of brand loyalty, purchase loyalty and attitudinal loyalty.
These can be seen as linking variables in the chain of effects from brand trust and brand
affect to brand performance (market share and relative price). This includes product-
level, category-related controls and brand-level controls. Results indicate that when the
product- and brand-level variables are controlled for, brand trust and brand affect
combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn,
leads to greater market share, and attitudinal loyalty leads to a higher relative price for the
brand.
The Analytical Hierarchical Process:
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Analytical Hierarchical Process relies on making pair-wise comparisons using a
set of requirements on a scale of 1 – 9. One of the disadvantages of this model is that it
tries to model requirements into a dominance hierarchy or network. Furthermore, there
are restrictions on how many requirements should be used in the matrix and the use of the
1 – 9 scale causes complications.
Consistency measure is an essential component in the analytic hierarchy process

(AHP), which is known to be a research method useful to both decision-making and
empirical research in construction information and management. The measure helps to
affirm that individual decision makers capture logical and reasonable preferences when
making decisions. It also supports empirical research conducted by either practitioners or
academic researchers to ensure that the questionnaires are not poorly answered. Measure
of the consistency level is expected to be able to detect inconsistent responses. Results
indicate that responses to the AHP method having acceptable consistency (the consistent
group) were shown to be consistent with the responses from the simple rating method.
This supports that the consistent responses are reliable. One tool of increasing the
accuracy of AHP is known as the trust model, which improves performance of the
decision making process.
In news media, globalization of media organizations has brought accompanying

debates about the proper education and professional standards for the journalists who
work for them. Factors that shape media and news content, and include the individual
journalist, news routines, organizational, extra-media, and ideological, with each carrying
a different view of the professionalism issue.
News as a special kind of social product requires something to have taken place in
the first place, to be captured by news people and published by the media, and ultimately
to be consumed by the audience. Every stage is crucial for the news manufacturing
process. There is a triangular relationship among what editors regard as important news,
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what the audience prefers and what the media actually cover. The convergence and
divergence of opinions among the audiences and the editors and media performance in
coverage of some specific types of stories in the global context have important
implications for a better understanding of the processes and structure of international
communication in society.
News Media:
Since newspaper readers form close bonds with their newspaper, the question
arises whether publishers can dare make changes to the form or layout. Empirical
evidence shows that market possibilities for innovation, obtained by analyzing the user-
habits associated with paper-based newspapers and magazines are great. Results suggest
that readers will adapt quickly to innovations.
METHODOLOGY
A. RESEARCH DESIGN
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Research design used for the study is DESCRIPTIVE RESEARCH
design. The researcher uses descriptive type of research to get valuable insights
from the respondents about the level of loyalty on the service and news offered by
the company to its readers.
B. SAMPLING DESIGN
Sampling design of the study consists of two steps:

a) Selection of study area
b) Selection of sample size
a. Selection of the study area
The selected area for conducting the study was Chennai. Since
the company intends to find out the factors that influence the
loyalty of newspaper readers, it was decided to select the
Chennai as a study area.
b. Selection of the sample size
Since the population of the sample size is large and unknown,
researcher followed non-probability sampling method. Thus
convenience sampling was followed and 150 sample units was
selected for the study. Out of this, 9 questionnaires were
discarded based on unfilled and incomplete information. Finally
the sample size of 141 samples are selected for the analysis and
drawing the inference. Out of these, 2 respondents do not read
newspapers at all. Thus the researcher is left with 139 sample
size of eligible respondents, on the basis of which study is
conducted.
C. METHOD OF DATA COLLECTION

The researcher used primary data collection method by Questionnaire method to
collect data from the respondents. The questionnaire method was self administered by
the readers.
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D. FORMULATION OF THE QUESTIONNAIRE
The information needed for the study was collected with the aid of a well
structured questionnaire.
The questionnaire consists of both closed ended and open ended questions.
a) Closed ended questions
In this type both questions and its respective answers are arranged in
structured patterns. This includes:
1. Dichotomous Questions
Dichotomous questions are mainly used to collect Demographic
and behavioral data where two answers logically exist. This is
used in question no. 1- 7
2. Multiple choice Questions
Researcher uses multiple choice questions where the respondents
are provided with the answers that help then to choose an
alternative. This is used in the following Question No. - 8,9,10,
12, 13,14,15,16 and 17.
b) Open ended questions
Question No. 8, 11 and 18 are open ended question wherein respondents
are asked to write about the details of specific choice in the product and
service of a newspaper.
E. PERIOD OF STUDY
The study has been undertaken for three months from 20th December 2005 to 10th
April 2006. During the period, the researcher has worked extensively in the field of
space marketing to bring out this work with utmost sincerity.
F. PILOT STUDY
The pilot study is requisite for any survey. It helps to remove unnecessary
questions and questions which are irritative in nature to the respondents. Before
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going to the actual field work, the rough draft of the Question was pre-tested with
15 respondents which resulted in the necessary modifications and improvements.
G. STATISTICAL DESIGN
To draw the inferences from the collected data, appropriate conventional and non
conventional statistical techniques ware used. The following techniques re used
with the help of the Statistical Package for Social Sciences (SPSS) software for
the analysis.
a. CONVENTIONAL TECHNIQUES
The researcher under conventional statistical techniques uses
Percentage analysis and Chi- Square test
i. Percentage analysis: It is used for nominal data that is
Dichotomous and Multiple Choice single response and Multiple
Choice Multi Response Questions.
ii. Chi- Square test: It is a non- parametric test.
b. NON- CONVENTIONAL TECHNIQUES

The researcher has used non- conventional statistical techniques such
as One Way Anova and Factor Analysis.
LIMITATIONS OF THE STUDY
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 One of the major limitations was the time factor. Since the time was very limited, it is
very difficult to study large sample size.
 The study has been conducted only in Chennai. Hence the conclusion would not be a
generalized one.
 All the views and opinions provided by the respondents are subjected to personal
bias.
In spite of all these above limitations, the study could provide invaluable information,
which might be taken into consideration both professionally and academically.
TABLE 4.1: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

GENDER
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Gender No. of Respondents Percentage
Male 103 73.05
Female 38 26.95
Total 141 100.00
Table 4.1 explains the gender details of the respondents, It is observed that out of 141
respondents, 73.05 per cent are male and remaining 26.95 per cent are female.
The above data is shown in Graph 4.1
GRAPH 4.1: RESPONDENTS ON THE BASIS OF GENDER
GENDER
Female
Male
TABLE 4.2: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

Age No. of Respondents Percentage
Less than 15 16 11.35
15-25 61 43.26
17
25-35 47 33.33
Above 40 17 12.06
Total 141 100.00
Table 4.2 explains the age details of the respondents. It is observed that out of 141
respondents, 11.35 per cent are less than 15 years, 43.26 per cent lie between the age of
15 to 25 years, 33.33 Per cent respondents are between 25 and 35 years and remaining
12.06 per cent are above 40 years of age.
GRAPH 4.2: RESPONDENTS ON THE BASIS OF AGE
AGE
Above 40 Less than 15
25-35
15-25

OCCUAPTION
Occupation No. of Respondents Percentage
Student 31 21.99
Businessman 44 31.21
Government Employees 47 33.33
White-Collar MNC Employees 19 13.48
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Total 141 100
Table 4.3 explains the occupation details. It is observed that out of 141 respondents,
21.99 per cent are students, 31.21 per cent are businessman, 33.33 per cent respondents
government employees and remaining 13.48 per cent are white collar MNC working
people.
GRAPH 4.3: RESPONDENTS ON THE BASIS OF OCCUPATION
OCCUPATION
White-Collar
MNC
Employees
Student
Government
Employees
Businessman

ANNUAL FAMILY INCOME
Family income No. of Respondents Percentage
Less than 1 lakh 31 21.99
1-3 lakh 54 38.30
3-5 lakh 31 21.99
Above 5 lakh 25 17.73
Total 141 100
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Table 4.4 represents the Annual family income details of the respondents. It is observed
that out of 141 respondents, 21.99 per cent of the respondents have less than Rs.1 Lakh of
annual income, 38.30 per cent of them have income lying between Rs.1 and Rs.3 lakh,
21.99 per cent of the respondents fall under the income between Rs.3 and Rs.5 lakh and
remaining 17.73 per cent have annual family income of more than Rs.5 Lakh.
GRAPH 4.4: RESPONDENTS ON THE BASIS OF ANNUAL FAMILY INCOME
ANNUAL FAMILY INCOME
Above 5 lakh Less than 1

lakh
3-5 lakh
1-3 lakh
TABLE 4.5: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR

HABIT OF READING NEWSPAPER
Habit of Reading Newspaper No. of Respondents Percentage
Yes 139 98.58
No 2 1.42
Total 141 100
The information on habit of reading newspaper is shown in the Table 4.5. It is observed
that out of 141 respondents, 98.58 per cent of the respondents read newspapers and
remaining 1.42 Per cent do not read any newspaper.
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GRAPH 4.5: RESPONDENTS ON THE BASIS OF HABIT OF NEWSPAPER

READING
HABIT OF NEWSPAPER READING
No
Yes
As two respondents do not read newspapers at all, thus now onwards the researcher has
decided upon a sample size of 139 respondents.
TABLE 4.6: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR

FREQUENCY OF READING NEWSPAPER
Frequency of Reading Newspaper No. of Respondents Percentage
Regularly 83 59.71
Occasionally 56 40.29
Total 139 100
Table 4.6 explains the frequency of reading newspaper by the respondents. It is observed
that out of 139 respondents, 59.71 per cent of the respondents read newspapers regularly
and only 40.29 Per cent of the respondents read it occasionally.
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GRAPH 4.6: RESPONDENTS ON THE BASIS OF FREQUENCY OF READING
NEWSPAPERS
FREQUENCY OF READING NEWSPAPERS
Occasionally
Regularly

READING HABIT IN TERMS OF YEARS
Started News Paper Reading Since No. of Respondents Percentage
Less than 1 Year 21 15.11
1-2 yrs 36 25.90
2-5 yrs 50 35.97
5-10 yrs 20 14.39
More than 10 yrs 12 8.63
Total 139 100
Table 4.7 represents the respondents Reading Habit in Terms of years. It is noticed that
out of 139 respondents, 15.11 per cent respondents read news paper for the past 1 year or
less, 25.90 per cent of respondents have started reading news paper between 1-2 years
back, 35.97 percent of respondents started 2-5 years back, 14.39 per cent of respondents
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started between 5-10 years back, and 8.63 percent of respondents started this habit 10
years back or so.
GRAPH 4.7: RESPONDENTS ON THE BASIS OF NO. OF YEARS SINCE THEY

STARTED READING NEWSPAPERS
STARTED READING NEWSPAPERS IN YEARS
More than 10
yrs Less than 1
Year
5-10 yrs
1-2 yrs
2-5 yrs

INFLUENCE OF FAMILY MEMBERS FOR THEIR NEWSPAPER READING
HABIT
Family Member influence No. of Respondents Percentage
Most Influenced 31 22.30
More Influenced 33 23.74
Influenced 28 20.14
Less influenced 24 17.27
Least influenced 23 16.55
Total 139 100

INFLUENCE OF FRIENDS FOR THEIR NEWSPAPER READING HABIT
Friends influence No. of Respondents Percentage
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Influenced 23 16.55
Total 139 100
Table 4.8 explains the influence of Family Members in on reading Newspaper. It is

observed that out of 139 respondents 22.30 per cent are most influenced by family, 23.74
per cent are more influenced, 20.14 per cent are just influenced, 17.27 per cent are less
influenced and 16.55 per cent are least influenced by their families.
Table 4.9 explains the influence of Friends on reading Newspaper, it is observed that out
of 139 respondents 22.30 per cent are most influenced, 25.90 per cent are more
influenced, 16.55 per cent are just influenced, 15.83 per cent are less influenced and
19.42 per cent are least influenced by their friends.
INFLUENCE OF PROFESSION FOR THEIR NEWSPAPER READING HABIT
Profession influence No. of Respondents Percentage
Influenced 29 20.86
Total 139 100

INFLUENCE OF RELATIVES FOR THEIR NEWSPAPER READING HABIT
Relatives influence No. of Respondents Percentage
Influenced 24 17.27
Total 139 100
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Table 4.10 explains the influence of Profession on reading Newspaper, it is
observed that out of 139 respondents 15.11 per cent are most influenced, 19.42 per cent
are more influenced, 20.86 per cent are just influenced, 25.18 per cent are less influenced
and 19.42 per cent are least influenced by their profession.
Table 4.11 explains the influence of Relatives on reading Newspaper, it is

observed that out of 139 respondents 24.46 per cent are most influenced, 25.18 per cent
are more influenced, 17.27 per cent are just influenced, 17.99 per cent are less influenced
and 15.11 per cent are least influenced by the relatives.
INFLUENCE OF SCHOOLS FOR THEIR NEWSPAPER READING HABIT
School influence No. of Respondents Percentage
Influenced 29 20.86
Total 139 100

INFLUENCE OF COLLEGE FOR THEIR NEWSPAPER READING HABIT
College influence No. of Respondents Percentage
Influenced 28 20.14
Total 139 100

INFLUENCE OF COMPETITIVE FORCES FOR THEIR NEWSPAPER
READING HABIT
Competitive forces influence No. of Respondents Percentage
Influenced 21 15.11
25
Total 139 100
Table 4.12 explains the influence of school on reading Newspaper, it is
observed that out of 139 respondents 20.86 per cent of respondents are Most Influenced ,
15.83 per cent of respondents are more influenced, 20.86 per cent are influenced, 20.86
per cent are less influenced and 21.58 are least influenced by their respective schools.
Table 4.13 explains the influence of College on reading Newspaper; it is

observed that out of 139 respondents 32 respondents say that they are Most Influenced ,
31 respondents are More Influenced, 28 are only influenced, 31 are less influenced and
17 are least influenced by their colleges.
Table 4.14 explains the influence of Competitive Force on reading

Newspaper; it is observed that out of 139 respondents 28.06 percent respondents are
Most Influenced , 19.42 per cent are More Influenced, 15.11 are only influenced, 25.18
are less influenced and 12.23 are least influenced by the competitive forces around
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In order to test, Factors that influence Respondents to read News Paper is same, one way
ANOVA is applied.
H0: The Respondents opinion on influences to read Newspaper is same

H1: The Respondents opinion on influences to read Newspaper is different
Table 4.15: FACTORS THAT INFLUENCE READERS TO READ NEWSPAPER

Factors Average Variance
Family Members 2.834532 1.994161
Friends 2.841727 2.076217
Profession 3.143885 1.819727
Relatives 2.741007 1.961422
School 3.064748 2.075487
College 2.784173 1.822646
Competitive force 2.741007 2.0049
F-Ratio:
Source of Variation Sum Of Degrees Mean Calculated Tabulated
Squares of Sum Of Value(F) Value(F
Freedom Squares crit)
Between Groups 21.56012 6 3.593354 1.828737 2.10795
Within Groups 1898.129 966 1.964937
Total 1919.69 972
Since the calculated value (F=1.828737) is less than the tabulated value
(2.10795), the null hypothesis is accepted. Hence the factors that influence readers to read
Newspaper are same viz., Family Members, Friends, profession, Relatives, School,
College and Competitive force.
It is confirmed with mean scores of the Factors that influence the readers of the
Newspaper, Family Members (2.834532) Friends (2.841727), Profession (3.143885),
Relatives (2.741007), School (3.064748), College (2.784173), Competitive Force
(2.741007)
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LANGUAGE OF NEWSPAPER READ
Type Of News Paper Read No. of Respondents Percentage
English 62 44.60
Vernacular 11 7.91
Both 51 36.69
Anyone 15 10.79
Total 139 100
The details on the Language of newspaper read by the respondents are

shown in the Table 4.16. It is observed that out of 139 respondents, 44.60 percent of
respondents read English news paper, 7.91 percent of respondents read Vernacular
newspaper, 36.69 percent read both the news paper and 10.79 percent of the respondents
read any one news paper.
GRAPH 4.16: RESPONDENTS ON THE BASIS OF NEWSPAPERS LANGUAGE
LANGUAGE OF NEWSPAPER READ
Anyone
English
Both
Vernacular
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Chi-Square test is applied to test the respondents Occupation and the language of
Newspaper read
H0: There is no significant relationship between Occupation and the type of Newspaper
read.
H1: There is a significant relationship between Occupation and the type of Newspaper
read.
TABLE 4.17: OCCUPATION OF RESPONDENTS AND THE LANGUAGE OF
NEWSPAPER THEY READ
Type of News Paper read
Occupation English Vernacular Both Any One Total
Student 21 14 17 10 62
Business Man 1 1 5 4 11
Government Job 8 20 18 5 51
White Collar-MNC 1 7 7 0 15
Total 31 42 47 19 139
CHI-SQUARE TEST 21.742*

Phi – test 0.395*
Cramers V test 0.228*
Since the calculated value 21.742 is statistically not significant at 5 percent, the
null hypothesis is not accepted. Therefore it is concluded that there is a significant
relationship between the occupation of the respondents and the type of news paper that
they read. It is also observed from the phi and Cramer’s V test that there is a moderate
relationship between the above said items. The values are also statistically significant.
TABLE 4.18: ANNUAL FAMILY INCOME OF RESPONDENTS AND THE

LANGUAGE OF NEWSPAPER THEY READ
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CHI-SQUARE TEST:
Chi-Square test is applied to test the respondents Annual Family Income and the
language of Newspaper read
H0: There is no significant relationship between respondents Annual Family Income and
the type of Newspaper read.
H1: There is a significant relationship between respondents Annual Family Income and
the type of Newspaper read.

Income English Vernacula Both Any one Total
r
< 1 lakh 15 23 15 9 62
1-3 lakh 2 5 2 2 11
3-5 lakh 12 17 9 13 51
> 5 lakh 2 8 4 1 15
Total 31 53 30 25 139

Phi – test 0.208*
Cramer’s V test 0.120*
The calculated chi-square value 6.029 is statistically significant at 0.05 level and the null
hypothesis is accepted. Hence the Annual income of the Family of the respondents and
the type of News paper read is not related. It is also observed from the phi and Cramer’s
V test that there is a low level of relationship between types of news paper read and the
respondents’ annual family income. The values are also statistically significant
CHI-SQUARE TEST:
Chi-Square test is applied to test the respondents’ habit of reading newspaper in term of
years and the language of Newspaper read
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H0: There is no significant relationship between respondents’ habit of reading newspaper
in term of years and the language of Newspaper read.
H1: There is a significant relationship between respondents’ habit of reading newspaper
in term of years and the language of Newspaper read.
TABLE 4.19: HABIT OF READING NEWSPAPER IN TERM OF YEARS AND
THE LANGUAGE OF NEWSPAPER READ
Income English Vernacular Both Any one Total
< 1 lakh 9 13 21 10 9
1-3 lakh 3 2 4 2 0
3-5 lakh 7 17 17 7 3
> 5 lakh 2 4 8 1 0
Total 21 36 50 20 12
Phi – test 0.276*
Since the calculated value 10.602 is statistically significant at 5 percent, thus the null
hypothesis is accepted. Therefore the habit of reading newspaper in terms of years of the
respondents and the type of News paper read is not related. It is also observed from the
phi and Cramer’s V test that there is a moderate relationship between the above said
items. The values are also statistically significant
TABLE 4.20: RESPONDENTS OPINION ON THE BASIS OF ENGLISH DAILY

READ
Indian Express 30 21.58
The Hindu 53 38.13
The Times Of India 24 17.27
Deccan Chronicle 21 15.11
31
Others English Daily 11 7.91
Total 139 100
Table 4.20 explains the English Daily preferred by the respondents. It is observed that out
of 139 respondents, 21.58 per cent of respondents read Indian Express, 38.13 per cent
read The Hindu, 17.27 percent read The Times of India, and 15.11 percent read Deccan
Chronicle and 7.91 percent other English Daily.
GRAPH 4.20: RESPONDENTS ON THE BASIS OF THE ENGLISG DAIRY

READ BY THE READERS
ENGLICH DAIRY READ
Others Indian
Deccan Express
Chronicle
The Times Of
India
The Hindu
CHI-SQUARE TEST:
H0: There is no significant relationship between age of respondent and English Daily
read.
H1: There is a significant relationship between age of respondent and English Daily read
32
TABLE 4.21: AGE OF RESPONDENTS AND THE ENGLISH DAILY THEY
READ
English Daily Read
Indian Hindu TOI Deccan Other Total
Express Chronicle
< 15 Years 3 6 3 1 3 16
15 – 25 Years 18 25 6 7 4 60
25 – 40 Years 7 18 12 7 3 47
> 40 Years 2 4 3 6 1 16
Total 30 53 24 21 11 139
CHI-SQUARE 17.573*
TEST
Phi – test 0.356*
Since the calculated value 17.573 statistically significant at 5 per cent, therefore the null
hypothesis is accepted. Hence the English daily read and the Age of respondent is not
related. It is also observed from the phi and Cramer’s V test that there is a moderate
relationship between the above said items. The values are also statistically significant
CHI-SQUARE TEST:
Chi-Square test is applied to test the respondents Occupation and the English Daily read
H0: There is no significant relationship between Occupation and the English Daily read
TABLE 4.22: OCCUPATION OF RESPONDENTS AND THE ENGLISH DAILY

THEY READ
33
English Daily Read
Indian Hindu TOI Deccan Other Total
Express Chronicle
Student 9 12 3 4 3 31
Businessman 8 15 9 8 2 42
Government Job 11 18 9 7 2 47
White-Collar MNC 2 8 3 2 4 19
Total 30 53 24 21 11 139
Phi – test 0.271*

Since the calculated value 10.178 is less than the tabulated value (21.03) at 5 percent of
significance, the null hypothesis is accepted. Therefore the English daily read and the
Occupation of respondent is not related. It is also observed from the phi and Cramer’s V
test that there is a moderate relationship between the above said items. The values are
also statistically significant
CHI-SQUARE TEST:
Chi-Square test is applied to test the respondents Annual Family Income and the English
Daily read
H0: There is no significant relationship between Annual Family income and the English
Daily read
H1: There is significant relationship between Annual Family income and the English
Daily read
34
TABLE 4.23: ANNUAL FAMILY INCOME OF RESPONDENTS AND THE
ENGLISH DAILY THEY READ
English Daily Read
Annual Income Indian Hindu TOI Deccan Other Total
Express Chronicle
< 1 Lakh 8 14 4 3 2 31
1 – 3 Lakh 15 17 5 13 3 53
3 – 5 Lakh 5 12 6 4 3 30
> 5 Lakh 2 10 9 1 3 25
Total 30 53 24 21 11 139
Phi – test 0.371*

Since the calculated value 19.175 is less than the tabulated value: 21.03 at 5 percent of
significance, the null hypothesis is accepted. Hence the English daily read and the Annual
Family income of respondent is not related. It is also observed from the phi and Cramer’s
V test that there is a moderate relationship between the above said items. The values are
also statistically significant
CHI-SQUARE TEST
Chi-Square test is applied to test the respondents Frequency of Reading Newspaper
and the English Daily read
H0: There is no significant relationship between Frequency of News Paper Read and the
English Daily read
H1: There is significant relationship between Frequency of News Paper Read and the
English Daily read
35
TABLE 4.24: RESPONDENTS FREQUENCY OF READING NEWSPAPER AND
ENGLISH DAILY THEY READ
English Daily Read
Frequency Of News Indian Hindu TOI Deccan Other Total
Paper Read Express Chronicle
Regularly 19 37 10 9 8 83
Occasionally 11 16 14 12 3 56
Total 30 53 24 21 11 139
Phi – test 0.253*

Cramer’s V test 0.253*
Since the calculated value 8.914 is less than the tabulated value: 9.49 at 5 percent of
significance we reject the null hypothesis. Hence the English daily read and the Annual
Family income of respondent is related. It is also observed from the phi and Cramer’s V
test that there no relationship between the above said items. The values are also
statistically significant
CHI-SQUARE TEST:
Chi-Square test is applied to test the respondent’s language of Newspaper read and
number of years since they started reading news paper
H0: There is no significant relationship between language of Newspaper read and number
of years since they started reading news paper
H1: There is significant relationship between language of Newspaper read and number of
years since they started reading news paper
36
TABLE 4.25: READING HABIT OF RESPONDENTS INTERMS OF YEARS
AND ENGLISH DAILY THEY READ
Since the calculated value 11.245 is more than the critical value, the null hypothesis is
not accepted. Therefore the language of Newspaper read and number of years since they
started reading news paper are not related. It is also observed from the phi and Cramer’s
V test that there is a no significant relationship between the above said items.
Years Indian Hindu TOI Deccan Other Total

Express Chronicle
< 1 year 6 7 5 3 0 21
1-2 years 7 16 4 7 2 36
2-5 years 12 16 5 5 7 50
5-10 years 3 9 3 3 1 20
> 10 years 2 5 3 3 1 12
Total 30 53 21 21 11 139
Phi – test 0.284*

PREFERRED PAGE IN THE NEWS PAPER
Sports 23 16.55
Political 33 23.74
Film 28 20.14
Business 17 12.23
Supplements 15 10.79
Only Advertisements 10 7.19
No Preference 6 4.32
Others 7 5.04
37
Total 139 100
Table 4.26 shows details of the page preferred by the respondents in newspaper. It is
observed that out of 139 respondents, 16.55 per cent respondents prefer sports page,
23.74 per cent prefers political page, 20.14 per cent readers prefer film, and 12.23 per
cent respondents like business page, 10.79 per cent of readers like the supplement issue,
and 7.19 per cent only looks for advertisements and 4.32 have no preferences. Remaining
5.04 per cent respondents have other preferences like editorial page, some specific
columns in the paper etc.
GRAPH 4.26: RESPONDENTS ON THE BASIS OF THEIR PREFERENCE OF

PAGES IN THE NEWSPAPERS
PREFERENCE OF PAGES
No
Others
Preference
Only Sports
Advertiseme
nt
Political
Supplements
Business Film

IMPORTANCE OF NEWS PAPER ON THE BASIS OF UPDATING
KNOWLEDGE
38
Details of Updating Knowledge No. of Respondents Percentage
Excellent 16 11.51
Good 21 15.11
Satisfactory 32 23.02
Poor 51 36.69
Very poor 19 13.67
Total 139 100

IMPORTANCE OF NEWS PAPER ON THE BASIS OF PRESENTATION OF
NEWS
Presentation of News No. of Respondents Percentage

Excellent 11 7.91
Good 17 12.23
Poor 43 30.94
Very poor 42 30.22
Total 139 100

IMPORTANCE OF NEWS PAPER ON THE BASIS OF ISSUES ROSE
39
Issues Raised by the Paper No. of Respondents Percentage
Excellent 9 6.47
Good 13 9.35
Poor 47 33.81
Very poor 43 30.94
Total 139 100
Table 4.27 explains respondents preferred Newspaper in terms of Updating

Knowledge, it is observed that out of 139 respondents 11.51per cent feel that their
preferred paper is Excellent, 15.11 per cent feel that its Good, 23.02 per cent are Satisfied
with their paper, 36.69 per cent feel that its poor and 13.67 per cent respondents say that
its Very poor
Table 4.28 explains respondents preferred Newspaper in terms of

Presentation of News, it is observed that out of 139 respondents 7.91 per cent feel that
their preferred paper is Excellent in terms of Presentation, 12.23 per cent feel that its
Good, 18.71 per cent are Satisfied with the presentation style, 30.94 per cent feel that its
poor and 30.22 per cent respondents say that its Very poor
Table 4.29 explains respondents preferred Newspaper in terms of Issues

Rose, it is observed that out of 139 respondents 6.47 per cent feel that their preferred
paper is Excellent in terms of Raising Various Issues, 9.35 per cent feel that its Good,
19.42 per cent are Satisfied, 33.81 per cent feel that its poor and 30.94 per cent
respondents say that its Very poor
40
IMPORTANCE OF NEWS PAPER ON THE BASIS OF PRESENTING FACTS
Presenting facts by paper No. of Respondents Percentage

Excellent 11 7.91
Good 29 20.86
Poor 48 34.53
Very poor 6 4.32
Total 139 100

IMPORTANCE OF NEWS PAPER ON THE BASIS OF SUPPORTING HUMAN
RIGHTS
Supporting human rights No. of Respondents Percentage

Excellent 18 12.95
Good 19 13.67
Poor 44 31.65
Very poor 34 24.46
Total 139 100

IMPORTANCE OF NEWS PAPER ON THE BASIS OF SUPPLIMENTS THEY
BRING OUT
41
Supplement issues the newspaper No. of Percentage
come up with Respondents
Excellent 14 10.07
Good 33 23.74
Poor 43 30.94
Very poor 13 9.35
Total 139 100
Table 4.30 explains respondents preferred Newspaper in terms of presenting

facts, it is observed that out of 139 respondents 7.91 per cent feel that their preferred
paper is Excellent in terms of Presenting Facts, 20.86 per cent feel that its Good, 32.37
per cent are Satisfied, 34.53 per cent feel that its poor and 4.32 per cent respondents say
that its Very poor

supporting Human Rights it is observed that 12.95 per cent feel that their preferred paper
is Excellent in terms of Supporting Human Rights, 17.27 per cent feel that its Good,

Supplements they Bring out, it is observed that, 10.07 per cent feel that their preferred
paper is Excellent in terms of bringing Supplements, 23.74 per cent feel that its Good,
IMPORTANCE OF NEWS PAPER ON THE BASIS OF PAPER QUALITY
42
Paper Quality No. of Respondents Percentage
Excellent 26 18.71
Good 54 38.85
Poor 20 14.39
Very poor 12 8.63
Total 139 100

IMPORTANCE OF NEWS PAPER ON THE BASIS OF NEWS PAPER LAYOUT
Newspaper layout No. of Respondents Percentage

Excellent 26 18.71
Good 37 26.62
Poor 20 14.39
Very poor 13 9.35
Total 139 100

IMPORTANCE OF NEWS PAPER ON THE BASIS OF TYPE & SIZE OF FONT
USED
43
Type and size of font used No. of Respondents Percentage
Excellent 31 22.30
Good 37 26.62
Poor 18 12.95
Very poor 6 4.32
Total 139 100
Table 4.33 explains respondents preferred Newspaper in terms of Paper

Quality, it is observed that 18.71 per cent feel that their preferred paper is Excellent in
terms of Paper Quality, 38.85 per cent feel that it’s Good, 19.42 per cent are Satisfied,
14.39 per cent feel that its poor and 8.63 per cent respondents say that its Very poor
Table 4.34 explains respondents preferred Newspaper in terms of Paper

Layout, it is observed that 18.71 per cent feel that their preferred paper is Excellent in
terms of Paper Layout, 26.62 per cent feel that its Good, 30.94 per cent are Satisfied,
Table 4.35 explains respondents preferred Newspaper in terms of Type &

Font used, it is observed that out of 139 respondents 31 respondents feel that their
preferred paper is Excellent in terms of Type & Font used, 37 respondents feel that its
Good, 47 respondents are Satisfied, 18 respondents feel that its poor and 6 respondents
say that its Very poor

THEIR PREFERENCE OF COLOR PAGES IN THE NEWSPAPER
44
Color pages in newspaper No. of Respondents Percentage
Excellent 44 31.65
Good 27 19.42
Poor 23 16.55
Very poor 9 6.47
Total 139 100

THEIR PREFERENCE OF CLARITY IN THE PICTURE IN NEWSPAPERS
Color pages in newspaper No. of Respondents Percentage

Excellent 52 37.41
Good 39 28.06
Poor 18 12.95
Very poor 9 6.47
Total 139 100

THEIR PREFERENCE ABOUT OVERALL NEWSPAPER QUALITY
45
Overall newspaper quality No. of Respondents Percentage
Excellent 46 33.09
Good 32 23.02
Poor 19 13.67
Very poor 13 9.35
Total 139 100
Table 4.36 explains respondents preferred Newspaper in terms of Colour

Pages included, it is observed that 31.65 per cent of respondents feel that their preferred
paper is Excellent in terms of Colour Pages included in the News Print, 19.42 per cent
feel that its Good, 25.90 per cent are Satisfied, 16.55 per cent feel that its poor and 6.47
per cent respondents say that its Very poor
Table 4.37 explains respondents preferred Newspaper in terms of Clarity in

Picture, it is observed that 37.41 per cent feel that their preferred paper is Excellent in
terms of Clarity of Picture, 28.06 per cent feel that its Good, 15.11 per cent are Satisfied,
Table 4.38 explains satisfaction level among the respondents in terms of

Overall News Paper Quality included, it is observed that 33.09 per cent of respondents
feel that their preferred paper is Excellent in terms of Overall Quality, 23.02 per cent feel
that its Good, 20.86 per cent are Satisfied, 13.67 per cent feel that its poor and 9.35 per
cent respondents say that its Very poor
46
THEIR PREFERENCE ABOUT NEWSPAPER CONFESSING THEIR
MISTAKES
Confessing mistakes done No. of Respondents Percentage

Excellent 42 30.22
Good 32 23.02
Poor 25 17.99
Very poor 13 9.35
Total 139 100
TABLE 4.40: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THE

RELIABILITY OF INFORMATION PROVIDED
Reliability of information No. of Respondents Percentage

Excellent 48 34.53
Good 38 27.34
Poor 22 15.83
Very poor 12 8.63
Total 139 100

ACCURACY OF INFORMATION PROVIDED
47
Accuracy of information No. of Respondents Percentage
Excellent 46 33.09
Good 48 34.53
Poor 15 10.79
Very poor 8 5.76
Total 139 100

their preferred Newspaper in terms of Confessing the mistakes, it is observed that 30.22
per cent of respondents feel that their preferred paper is Excellent in terms of Overall
Quality, 23.02 per cent feel that its Good, 20.86 per cent are Satisfied, 13.67 per cent feel
that its poor and 9.35 per cent respondents say that its Very poor

Reliability of Information their preferred Newspaper provided, it is observed that 34.53
per cent of respondents feel that their preferred paper is Excellent in terms of Reliable
Information they provide, 27.34 per cent feel that its Good, 13.67 per cent are Satisfied,

Accuracy of preferred Newspaper, it is observed that 33.09 per cent of respondents feel
that their preferred paper is Excellent in terms of Accuracy of information provided,
34.53 per cent feel that its Good, 15.83 per cent are Satisfied, 10.79 per cent feel that its
poor and 5.76 per cent respondents say that its Very poor

ACCURATE SERVICE PROVIDED BY THE NEWSPAPER
48
Accurate service No. of Respondents Percentage
Excellent 40 28.78
Good 50 35.97
Poor 17 12.23
Very poor 10 7.19
Total 139 100

PROMPT SERVICE PROVIDED
Prompt service No. of Respondents Percentage

Excellent 45 32.37
Good 42 30.22
Poor 21 15.11
Very poor 17 12.23
Total 139 100

KEEPING UP THE PROMISE MADE BY THE PAPER
49
Keeping up promises made No. of Respondents Percentage
Excellent 45 32.37
Good 40 28.78
Poor 17 12.23
Very poor 10 7.19
Total 139 100

Accurate Service Provided by the Newspaper, it is observed that out of 139 respondents
40 are highly satisfied and rated excellent in the services provided, 50 respondents feel
that its Good, 22 respondents are Satisfied, 17 respondents feel that its poor and 10

Prompt Service Provided by the Newspaper, it is observed that 32.37 per cent feel that
their preferred paper is Excellent in prompt Service, 30.22 rated as good, 10.07 per cent
respondents are Satisfied, 15.11 percent respondents feel that its poor and 12.23 per cent

Keeping up the promise, it is observed that out of 139 respondents 45 respondents feel
that their preferred paper is Excellent in Keeping promises, 40 respondents rated good, 27
respondents are Satisfied, 17 respondents feel that its poor and 10 respondents say that
its Very poor

CLARIFICATION OF DOUBTS
50
Clarifying doubts No. of Respondents Percentage
Excellent 46 33.09
Good 20 14.39
Poor 29 20.86
Very poor 12 8.63
Total 139 100
Table 4.45 explains satisfaction level among the respondents in terms of their preferred
Newspaper in terms of Clarifying Doubts promise, it is observed that out of 139
respondents 46 respondents feel that their preferred paper is Excellent in Clarifying
Doubts, 20 respondents rated good, 32 respondents are Satisfied, 29 respondents feel that
its poor and 12 respondents say that its Very poor
TABLE 4.46: MEAN SCORE AND ITS STANDARD DEVIATION OF THE

ATTRIBUTES OF NEWSPAPERS
51
STANDARD
ATTRIBUTES OF NEWSPAPERS MEAN
DEVIATION
Updating Knowledge 3.26 1.21
Presentation of news 3.63 1.25
Issues Raised 3.73 1.18
Presenting Facts 3.06 1.02
Supporting Human Rights 3.41 1.34
Supplements 3.06 1.15
Paper quality 2.55 1.20
Newspaper layout 2.69 1.20
Type and Size of Font 2.50 1.11
No. of Color Pages included 2.47 1.27
Clarity in Pictures 2.23 1.26
Overall Newspaper Quality 2.49 1.32
Confessing Mistakes 2.53 1.34
Reliable Information 2.47 1.33
Accurate Information 2.49 1.18
Accurate Service 2.73 1.22
Prompt Service 2.46 1.39
Keeping the Promise 3.33 1.25
Clarifying Doubts 2.58 1.36
Table 4.46 denotes the mean score of attributes of newspaper which the readers
prefer. It is observed that there is no variables which give highest satisfaction to the
reader as none of these variables have mean score greater than 4.5 and less than 5. This
52
proves that alone editorial driven factors do not give complete satisfaction to the readers,
they want more.
Next comes the variables that provide satisfaction to the readers, as there mean
score lies between 3.5 and 4.5. These variables are: Updating Knowledge, Presentation of
news, and Issues Raised by the newspapers.
Factors with mean score between 2.5 and 3.5 are just acceptable by the readers,
they are not very satisfied but these parameters are manageable for them. They are:
Presenting Facts, Supporting Human Rights, Keeping the Promise, Supplements, Paper
quality, Newspaper layout, Clarifying Doubts, Reliable Information, Accurate
Information, Accurate Service, Prompt Service, Confessing Mistakes, Overall Newspaper
Quality and Type and Size of Font used in the newspapers.
Certain factors are dissatisfactory for the readers of newspapers. These factors
need to be taken care of. The mean score of these variables lie within the range of 1.5 and
2.5. These factors are listed as: No. of Color Pages included and Clarity in Pictures.
Lastly, few factors result in high dissatisfaction to the readers. According to the
responses for this study, there is no such factor exists. As the mean score of all factors lie
above 1.5, thus the newspapers can retain them by improving upon above mentioned
factors.
TABLE 4.47: KM0 AND BRATLETT’S TEST

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.718
53
Bartlett's Test of Sphericity (Approx. Chi-Square) 1650.134
Reliability Coefficients Alpha= .6955
Table 4.47 explains that the extraction was based upon a varimax rotation;
Principal Component analysis. The Bartlett’s test of Sphericity is extremely sensitive to
the hypotheses that the correlations within the correlation matrix are zero; even with a
relatively small sample size if 139, PCA shows that we are able to reject the null
hypothesis of no-correlation (Chi-Square= 1650.134, p= 0.000). The Kaiser-Meyer-Olkin
Measure of Sampling Adequacy (KMO= .718) is higher that the suggested .6 values
(Tabachnik, B.G., & Fidll, L.S., 2001) indicating that the correlation matrix may be
difficult to factor. Cronbach’s Alpha is an index of reliability (Reynaldo A. Santos 1999)
associated with the variation accounted for by the true score of “underlying construct”.
The higher the score, the more reliable the generated scale is, and it has indicated .6955
to be an acceptable reliability coefficient (Nunnaly, J. 1978)
TABLE 4.48: VARIANCE EXPLAINED BY THE ATTRIBUTES OF

NEWSPAPER
` Extraction Sums of Squared Rotation Sums of Squared
54
Loadings Loadings
% of Cumulative % of Cumulative
Component Total Total
Variance % Variance %
1 3.981 20.950 20.950 3.736 19.663 19.663
2 3.495 18.394 39.344 3.590 18.894 38.557
3 1.915 10.077 49.421 1.679 8.835 47.391
4 1.419 7.469 56.890 1.395 7.342 54.733
5 1.199 6.311 63.201 1.315 6.922 61.656
6 1.104 5.811 69.011 1.254 6.602 68.258
7 1.017 5.355 74.366 1.160 6.108 74.366
The PCA extracted seven factors, which describes the reader’s satisfaction of
reading newspaper through the varimax rotation method and the extracted factors
accounted 74.366 per cent (Table 4.48) variance and clearly indicates that the above
variables (19 items) are important to explain the reader’s satisfaction level from editorial
factors of any newspaper.
TABLE 4.49: ATTRIBUTES OF THE NEWSPAPER TO ITS READERS

FACTOR EIGEN
ATTRIBUTES ALPHA
SCORE VALUE
Quality of news in the Newspaper .9648 3.981
Overall Newspaper Quality 0.967
Confessing Mistakes 0.966
Reliable Information 0.937
55
Accurate Information 0.917
Service provided by newspaper .9524 3.495
Keeping Promise 0.976
Clarifying Doubts 0.946
Prompt Service 0.912
Accurate Service 0.899
Outlook of the newspaper .8033 1.915
Font size and type 0.923
Layout of the paper 0.882
Additional services .3640 1.419
Presenting Facts 0.724
Supplements 0.724
Knowledge and awareness to reader .3728 1.199
Presenting news 0.767
Issues raised 0.664
Updating Knowledge 0.487
Appearance of the newspaper .1612 1.104
Clarity in the pictures 0.758
Paper quality 0.571
Other factors -.1043 1.017
Colour pages -0.670
Supporting human rights 0.633
Factor 1: Quality of news in the Newspaper indicates Overall Newspaper

Quality, Confessing Mistakes, Reliable Information, and Accurate Information provided
by the newspaper. Higher factor scores of the scaled items and Eigen values signify the
attributes and scaled items explains 19.663 per cent of variance. The internal consistency
value (.9648) exceeds the suggested level value i.e. .70.
Keeping Promise, Clarifying Doubts, Prompt Service and Accurate Service are
indicators of factor 2: Service provided by newspaper. This factor accounts for 18.894
per cent of variance. The internal consistency value (.9524) is more than the suggested
level values.
Factor 3: Outlook of the newspaper includes the following parameters of
newspaper- type & Font size of newspaper and the Layout of the paper. This factor
attributes the variance to the level of 8.835 per cent and its internal consistency value
(.8033) exceeds the suggested value level.
56
Factor 4: Additional services indicate the parameters like Presenting Facts and
Supplements the newspapers come out with. The variance percentage is 7.342 per cent
and its internal consistency value is just .3640 which is less than suggested level. Thus, it
has been concluded that they are very less reliable attributes.
Factor 5: Knowledge and awareness to reader like presenting news in the paper,
Issues raised by the newspaper and Updating Knowledge of the reader are also very less
significant parameters as the internal consistency value is just .3728 and the percentage of
variance is 6.922 per cent.
Factor 6: Appearance of the newspaper indicates parameters like Clarity in the
pictures of newspaper and Paper quality. These factors are also not significant according
to the respondents as the internal consistency is just .1612 which is very less than
suggested level value and this factor attributes to the variance level of 6.602 per cent.
Finally factor 7: Other factors include factors like Color pages in the newspaper
and supporting human rights have no affect at all. The internal consistency is negative i.e.
-.1043 and the variance is 6.108 per cent.
57
Quality of
news in the
Newspaper
Service
provided by
newspaper
.850*
.100
Outlook of .54
the
newspaper
-.63
Satisfaction
of
Additional
readers
services
.04
Knowledge
and awareness
to reader
-.29
.210*
Appearance *
of the
newspaper
Other
factors
58
Quality of
PREFERRED
news in theNEWS PAPER’S REPUTATION IN THE MARKET
Newspaper
Reputation of paper No. of Respondents Percentage
Excellent 42 30.22
Good 43 30.94
Poor Service 12.23
17
provided by
Very poor 11 7.91
newspaper
Total 139
.780* 100
.088
Outlook of .083
the
newspaper
-.044
PREFERRED NEWS PAPERS AVAILABILITY IN THE MARKET
Loyalty
Availability
Additional of paper No. of Respondents Percentageof
readers
Excellent
services 48 34.53
Good 47 33.81
-.01
Poor 14 10.07
Very poor
Knowledge 12 8.63
Total
and awareness 139 100
to reader
-.026
.200*
Appearance *
of the
newspaper
Other
factors
PREFERRED NEWS PAPERS READER FRIENDLINESS
59
Reader friendliness No. of Respondents Percentage
Excellent 51 36.69
Good 35 25.18
Poor 10 7.19
Very poor 10 7.19
Total 139 100

Reputation of Newspaper in the market, it is observed that out of 139 respondents 42
respondents feel that their preferred paper is Excellent in reputation , 43 respondents
rated good, 26 respondents are Satisfied, 17 respondents feel that its poor and 11

Availability of News Paper in the Market, it is observed that out of 139 respondents 48
respondents feel that their preferred paper is Excellent in availability, 47 respondents
rated good, 18 respondents are Satisfied, 14 respondents feel that its poor and 12

Reader Friendliness of the News Paper they prefer, it is observed that 36.69 percent of
respondents feel that their preferred paper is Excellent in Reader Friendliness, 25.18 per
cent respondents rated good, 23.74 percent respondents are Satisfied, 7.19 per cent of
respondents feel that its poor and 7.19 respondents say that its Very poor

PREFERRED NEWS PAPERS OVERALL PRODUCT QUALITY
60
Overall product quality No. of Respondents Percentage
Excellent 41 29.50
Good 38 27.34
Poor 27 19.42
Very poor 7 5.04
Total 139 100

PREFERRED NEWS PAPERS IN CATERING TO A FAMILY NEED
Catering family needs No. of Respondents Percentage

Excellent 53 38.13
Good 38 27.34
Poor 15 10.79
Very poor 14 10.07
Total 139 100

PREFERRED NEWS PAPERS ACCORDING TO ITS GOODWILL AND TRUST
BUILDING IN THE MARKET
61
Goodwill & building trust in No. of Percentage
market Respondents
Excellent 52 37.41
Good 47 33.81
Poor 14 10.07
Very poor 7 5.04
Total 139 100

Overall Product Quality, it is observed that out of 139 respondents 41 respondents feel
that their preferred paper is Excellent in Overall Product quality, 38 respondents rated
good, 26 respondents are Satisfied, 27 respondents feel that its poor and 7 respondents
say that its Very poor

Catering to Family Need, it is observed that out of 139 respondents 53 respondents feel
that their preferred paper is Excellent in catering to Family need of Respondents, 38
respondents rated good, 19 respondents are Satisfied, 15 respondents feel that its poor
and 14 respondents say that its Very poor

Good Will & Trust that the respondents News Paper has built, it is observed that out of
139 respondents 52 respondents feel that their preferred paper is Excellent in Building
trust & Good Will, 47 respondents rated good, 19 respondents are Satisfied, 14
respondents feel that its poor and 7 respondents say that its Very poor
H0: The features preferred by the respondents are same in comparison to other
newspapers.
H1: The features preferred by the respondents are different in comparison to other
newspapers
62
Table 4.56: PREFEERED FEATURES OF RESPONDENTS

Reputation in market 2.3669 1.5673
Availability 2.2446 1.6064
Reader’s friendly 2.2302 1.4973
Overall product quality 2.4317 1.5370
Complete Family need 2.2734 1.7943
Goodwill & Building trust 2.1151 1.3635
F-Ratio:

Between Groups 8.543 5 1.709 1.095 2.225
Within Groups 1292.475 828 1.561
Total 1301.018 833
Since the calculated value (F=1.095) is less than the tabulated value (2.225), the null
hypothesis is accepted. Hence the preferred features in newspaper by the respondents are
same.
It is confirmed with mean scores of preferred features in newspaper is Reputation in

market (2.3669), Availability (2.2446), Reader’s friendly (2.2302), Overall product
quality (2.4317), Complete Family need (2.2734) and Goodwill & Building trust (2.1151)
is same.

COVERAGE OF LOCAL NEWS
63
Coverage of local news No. of Respondents Percentage
Excellent 43 30.94
Good 43 30.94
Poor 16 11.51
Very poor 14 10.07
Total 139 100

COVERING REGIONAL NEWS
Coverage of regional news No. of Respondents Percentage

Excellent 56 40.29
Good 34 24.46
Poor 14 10.07
Very poor 11 7.91
Total 139 100

COVERING NATIONAL NEWS
64
Coverage of national news No. of Respondents Percentage
Excellent 43 30.94
Good 45 32.37
Poor 15 10.79
Very poor 12 8.63
Total 139 100

Coverage Of Local News in their preferred Newspaper, it is observed that 30.94 percent
of respondents feel that their preferred paper is Excellent in Coverage of Local News,
30.94 percent feel that Coverage is good, 16.55 percent respondents are Satisfied with the
Local News, 11.51 respondents feel that its poor and 10.07 respondents say that its Very
poor
Coverage Of Regional News in their preferred Newspaper, it is observed that out of 139
respondents 56 feel that their preferred paper is Excellent in Coverage of Regional News,
34 feel that Coverage is good, 24 respondents are Satisfied with the Regional News, 14

Coverage Of National News in their preferred Newspaper, it is observed that out of 30.94
percent of respondents feel that their preferred paper is Excellent in Coverage of National
News, 32.37 percent feel that Coverage is good, 17.27 percent respondents are Satisfied
with the National News, 10.79 respondents feel that its poor and 8.63 respondents say
that its Very poor

COVERING INTERNATIONAL NEWS
65
Coverage of international news No. of Respondents Percentage
Excellent 48 34.53
Good 37 26.62
Poor 13 9.35
Very poor 13 9.35
Total 139 100

COVERING SPORTS NEWS
Coverage of sports news No. of Respondents Percentage

Excellent 48 34.53
Good 45 32.37
Poor 16 11.51
Very poor 5 3.60
Total 139 100

COVERING POLITICAL NEWS
66
Coverage of political news No. of Respondents Percentage
Excellent 58 41.73
Good 48 34.53
Poor 10 7.19
Very poor 5 3.60
Total 139 100

Coverage Of International News in their preferred Newspaper, it is observed that out of
139 respondents 48 feel that their preferred paper is Excellent in Covering International
News, 37 feel that Coverage is good, 28 respondents are Satisfied with the International
News, 13 respondents feel that its poor and 13 respondents say that its Very poor

Coverage Of Sports News in their preferred Newspaper, it is observed that out of 34.53
percent of respondents feel that their preferred paper is Excellent in Coverage of Sports
News, 32.37 percent feel that Coverage is good, 17.99 percent respondents are Satisfied
with the Sports News, 11.51 respondents feel that its poor and 3.60 respondents say that
its Very poor

Coverage Of Political News in their preferred Newspaper, it is observed that out of 139
respondents 58 feel that their preferred paper is Excellent in Covering Political News, 48
feel that Coverage is good, 18 respondents are Satisfied with the Political News, 10

COVERING FILM HULCHUL
67
Coverage of Filmi hulchal No. of Respondents Percentage
Excellent 59 42.45
Good 45 32.37
Poor 9 6.47
Very poor 7 5.04
Total 139 100

BRINGING OUT SUPPLIMENTS (EDUCATION, HEALTH, WOMEN)
Bringing out the supplements No. of Respondents Percentage

Excellent 59 42.45
Good 39 28.06
Poor 14 10.07
Very poor 4 2.88
Total 139 100

Coverage Of Filmi Hulchul News in their preferred Newspaper, it is observed that 42.45
respondents feel that their preferred paper is Excellent in Covering Filmi News, 32.37
68
feel that Coverage is good, 13.67 respondents are Satisfied with the Filmi News, 6.47
respondents feel that its poor and 5.04 respondents say that its Very poor

Bringing out Supplements on Women, Health, Children etc.. in their preferred
Newspaper, it is observed that out of 139 respondents 59 respondents feel that their
preferred paper is Excellent in bringing out supplements, 39 feel that Coverage is good,
23 respondents are Satisfied with the Supplements their Newspaper bring, 14 respondents
feel that its poor and 4 respondents say that its Very poor
H0: The respondents’ perception about coverage of news by the newspaper they prefer is
same.
69
H1: The respondents’ perception about coverage of news by the newspaper they prefer is
different
Table 4.65: RESPONDENT PERCEPTION ABOUT THE NEWS COVERAGE IN

THE NEWSPAPER OF THEIR PREFERENCE

Local news 2.3885 1.7031
Regional News 2.2086 1.6591
National News 2.3381 1.5877
International News 2.3237 1.6698
Sports News 2.1727 1.2888
Political Drama 1.9640 1.1654
Filmi Hulchul 1.9928 1.2826
Supplements 2.0288 1.2600
F-Ratio:

Between Groups 27.0351 7 3.8622 2.6598 2.0179
Within Groups 1603.064 1104 1.4521
7
Total 1630.099 1111
8
Since the calculated value (F=2.6598) is more than the tabulated value (2.10795),
the null hypothesis is rejected. Hence the perception of respondents about the news
coverage by their preferred newspapers is different.
It is confirmed with mean scores of the perception of respondents about the Local
news (2.3885), Regional News (2.2086), National News (2.3381), International News
(2.3237), Sports News (2.1727), Political Drama (1.9640), Filmi Hulchul (1.9928) and
Supplements (2.0288) is different.
TABLE 4.66: CLASSIFICATION OF RESPONDENTS ON THE BASIS OVER

ALL SATISFACTION LEVEL
70
Overall Satisfaction Level No. of Respondents Percentage
Highly Satisfied 40 28.78
Satisfied 48 34.53
Manageable 24 17.27
Dissatisfied 18 12.95
Highly Dissatisfied 9 6.47
Total 139 100
Overall satisfaction level of the readers of newspaper read details of the respondents are
shown in the Table 4.66. It is observed that out of 139 respondents, 28.78 per cent of
respondents are highly satisfied, 34.53 per cent of respondents are satisfied, 17.27 per
cent are managing with the newspaper they read, 12.95 per cent readers are not satisfies
and remaining 6.47 are highly dissatisfied readers.
GRAPH 4.66: RESPONDENTS ON THE BASIS OF OVERALL SATISFACTION
OVERALL SATISFACTION
Highly
Dissatisfied
Highly
Satisfied
Dissatisfied
Satisfied
Manageable

ENCOURAGING FREIENDS & RELATIVES TO READ PREFERRED PAPER
Encourage Friends & Relatives to Read No. of Percentage
Respondents
71
Strongly Agree 41 29.50
Agree 41 29.50
Can’t say 25 17.99
Disagree 15 10.79
Strongly Disagree 17 12.23
Total 139 100
Loyalty of newspaper readers judged on the basis of their recommendation

to friends and relatives is shown in the Table 4.67. It is observed that out of 139
respondents, 29.50 per cent of respondents strongly recommend their friends and
relatives to read their preferred newspaper, 29.50 per cent of respondents do recommend,
10.79 per cent disagree, 12.23 per cent strongly disagree to recommend and 17.99 per
cent readers are neutral for this statement.
GRAPH 4.67: RESPONDENTS ON THE BASIS OF RECOMMENDATION OF

THEIR PREFERRED NEWSPAPER TO FRIENDS AND RELATIVES
RECOMMENDATION TO FRIENDS AND

RELATIVES
Strongly
Disagree
Strongly
Agree
Disagree
Cant say
Agree
TABLE 4.68: CLASSIFICATION OF RESPONDENTS ON THE BASIS

INTENDING TO CONTINUE WITH SAME PAPER
Continue with the Same Paper No. of Respondents Percentage
Strongly Agree 49 35.25
Agree 49 35.25
Cant say 19 13.67
Disagree 8 5.76
72
Strongly Disagree 14 10.07
Total 139 100
Loyalty of newspaper readers judged on the basis of their continuation with the same
paper is shown in the Table 4.68. It is observed that out of 139 respondents, 35.25 per
cent of respondents strongly want to continue with their present newspaper, 35.25 per
cent of respondents agree, 5.76 per cent disagree, 10.07 per cent strongly disagree to
recommend and 13.67 per cent readers are neutral for this statement.
GRAPH 4.68: RESPONDENTS ON THE BASIS OF CONTINUATION WITH

THE SAME NEWSPAPER
CONTINUATION WITH SAME PAPER
Strongly
Disagree
Disagree Strongly
Agree
Cant say
Agree
H0: Loyalty Based on Encouraging Friends & Relatives and Continuation with Same
Paper is same
H1: Loyalty Based on Encouraging Friends & Relatives and Continuation with Same
Paper is different
Table 4.69: RESPONDENTS LOYALTY BASED ON RECOMMENDATION TO

FRIENDS & RELATIVES AND CONTINUATION WITH SAME PAPER
73
Encouraging Friends 2.468 1.801
Continuation with same Newspaper 2.201 1.597
F-Ratio:

Between Groups 4.924 1.000 4.924 2.898 3.875
Within Groups 468.964 276.000 1.699
Total 473.89 277
Since the calculated value (F=2.898) is less than the tabulated value (3.875), the null
hypothesis is accepted. Hence the Loyalty of Respondents based on Encouraging Friends
& Relatives and Continuation with Same Paper is different
It is confirmed with mean scores of Encouraging friends & Relatives and Continuation
with same newspaper is same
TABLE 4.70: CLASSIFICATION OF RESPONDENTS ON THE BASIS

MOTIVATINAL FACTOR TO CHANGE NEWS PAPER
Motivation For Changing News No. of Percentage

Paper Respondents
Cost 15 10.79
Sales Promotion 12 8.63
Colorful Supplements 11 7.91
More Reader Friendly 17 12.23
74
Regionalizing 17 12.23
Focus on Advertisement category 5 3.60
Brand of News Paper 18 12.95
Cost, Brand 9 6.47
Cost, regionalizing 10 7.19
Cost, regionalizing, Reader friendly 14 10.07
Cost, color supplement 11 7.91
Total 139 100
The factors that motivate readers to switch over to other news papers are
studied in Table 4.70, it is observed that 10.79 percent of respondents are
motivated cost of Newspaper, 8.63 percent of respondents are motivated by sales
promotion, 7.91 percent of respondents are motivated by Colorful supplements
which are included in the other Newspapers, 12.23 percent of respondents are
motivated by Reader friendliness in Newspapers, 3.60 percent of respondents
Focus on Advertisement category for which they switch over to other Newspaper,
12.95 percent of respondents are motivated by Brand Of the Newspaper, 6.47
percent of respondents are motivated by Cost and Brand of Newspaper, 7.19
percent of respondents are motivated by Cost & Regionalizing factors, 10.07
percent of respondents are motivated by factors like Cost, Regionalizing &
Reader Friendliness of a Newspaper, and 7.91 percent of respondents are
motivated by Cost and Color supplements.
Graph 4.70: RESPONDENTS ON THE BASIS OF THEIR MOTIVATIONAL

FACTORS TO READ NEWSPAPER
75
M O T IV AT IO N AL FAC T O R S
C o st, c o lo r C ost
s u p p le m en t
C o s t, S a les
re g io n a liz in g , P ro m o tio n
R eader
frie n d ly C o lo rfu l
C o s t,
S u p p le m e n ts
re g io n a liz in g
M o re R e a d e r
C o s t, B ra n d F rie n d ly
B ra n d o f
R e g io n a liz in g
N ew s P aper
Focus on
A d v e rtis e m e n t
c a teg o ry
SUMMARY AND FINDINGS
The newspaper has always been one of the most important providers of news and
entertainment, despite of the rise of the Internet and of telecommunications as viable
76
sources of information. People have different norms, values, and believes. When looking
for a newspaper, people are interested in papers, which correspond to their beliefs; they
are looking for a newspaper that they can identify themselves with. Consequently, it is
important for newspapers to be able to tie customers to them, to deliver something that
satisfies the customer, to give the customer an incentive to be loyal.
According to a Price water house Coopers (PwC) survey for the year 2003 it is
estimated that the news paper industry in India is around US$1.7 billion in 2003, and is
expected to grow to reach US$ 2.4billion in 2008. Publishers in India are ready to spend
over Rs 1410 crores to invade each other’s territories
NIE group is a part of the Indian Express heritage. This great journalism of
courage started in 1932 and slowly and gradually it got split into two, one looking at the
north and west and the other south and Orissa.
It has Newspapers in English (The New Indian express, The New Sunday
Express) Tamil (Dinamani) & Kannada (Kannada Prabha); Magazines in Tamil (Tamilan
Express) and Malayalam (Malayalam Vaarika). There are 19 printing centers spread
across the four Southern States and Orissa. The New Indian Express group also has
Internet Editions (indiavaarta.com) and an Event Management Company (Event Xpress)
working under it.
The New Indian Express Group was the first in India to conduct monthly
discussion groups with different segments of readers throughout south India to identify
their needs and their suggestions for improvement of the products. Growth vectors of this
group can be identified as mainly, the evolving Product lines, New Editorial thrust,
Innovations, Strategic Growth Initiatives, Delivery system, Operational excellence.
OBJECTIVES
Broad Objective:
77
To study the factors affecting Loyalty of newspaper readers in Chennai
Specific Objective:
 To analyze Editorial driven factors that directly affect the readers view points.
 To know the market driven factors in newspaper that readers prefer.
 To quantify the satisfaction level of the readers of a newspaper.
To study the factors like Coverage of news, Availability, Overall Quality of the
paper etc which are the prime deciding factor for their loyalty
Research design used for the study is DESCRIPTIVE RESEARCH design. The
researcher uses descriptive type of research to get valuable insights from the
respondents about the level of loyalty on the service and news offered by the
company to its readers. The selected area for conducting the study was Chennai.
78
Since the population of the sample size is large and unknown, researcher followed
non-probability sampling method. Thus convenience sampling was followed and
150 sample units was selected for the study. Out of this, 9 questionnaires were
discarded based on unfilled and incomplete information. Finally the sample size of
141 samples are selected for the analysis and drawing the inference. Out of these, 2
respondents do not read newspapers at all. Thus the researcher is left with 139
sample size of eligible respondents, on the basis of which study is conducted. The
researcher used primary data collection method by Questionnaire method to collect
data from the respondents
The study has been undertaken for three months from 20th December 2005 to 10th
April 2006. During the period, the researcher has worked extensively in the field of
space marketing to bring out this work with utmost sincerity.
The researcher under conventional statistical techniques uses Percentage analysis

and Chi- Square test
i. Percentage analysis: It is used for nominal data that is
Dichotomous and
Multiple Choice single response and Multiple Choice Multi Response
Questions.
ii. Chi- Square test: It is a non- parametric test.
iii. The researcher has used non- conventional statistical techniques
such as
One Way Anova and Factor Analysis under Non Conventional Technique
FINDINGS
79
1. 73.05 per cent are male and remaining 26.95 per cent are female. Around 88 per
cent of the respondents are below 40 years of age.
2. 21.99 per cent are students, 31.21 per cent are businessman, 33.33 per cent
respondents’ government employees and remaining 13.48 per cent are white
collar MNC working people. Around 82.28 per cent of respondents annual family
income is less than Rs. 5 lakh
3. 98.58 per cent of the respondents read newspapers and remaining 1.42 Per cent
do not read any newspaper.
4. 59.71 per cent of the respondents read newspapers regularly and only 40.29 Per
cent of the respondents read it occasionally. Around 85 per cent of respondents
are having more than 1 year of reading habit of Newspaper.
5. 22.30 per cent are most influenced by family, and 16.55 per cent are least
influenced by their families.
6. 22.30 per cent of respondents are most influenced, and 19.42 per cent are least
influenced by their friends
7. 15.11 per cent are most influenced, 19.42 per cent are least influenced by their
profession.
8. 24.46 per cent are most influenced, and 15.11 per cent are least influenced by the
relatives.
9. 20.86 per cent of respondents are Most Influenced, and 21.58 are least influenced
by their respective schools.
10. Out of 139 respondents 32 respondents say that they are Most Influenced and 17
are least influenced by their colleges
11. 28.06 percent respondents are Most Influenced and 12.23 are least influenced
by the competitive forces around
12. It is observed by ANOVA test that the factors which influence readers to read
Newspapers are same with respect to Family Members (2.834532) Friends
(2.841727), Profession (3.143885), Relatives (2.741007), School (3.064748),
College (2.784173), Competitive Force (2.741007)
13. 44.60 percent of respondents read English news paper, and 10.79 percent of the
respondents read any one news paper.
80
14. Chi-Square test shows that there is a significant relationship between the
occupation of the respondents and the type of news paper that they read, the same
is observed from the phi and Cramer’s V test.
15. Chi-Square test and phi and Cramer’s V test shows that the Annual income of the
Family of the respondents and the type of News paper read is not related
16. The language of Newspaper read and number of years since they started reading
news paper are not related this is proved in Chi-Square test and phi and Cramer’s
V test
17. 21.58 per cent of respondents read Indian Express, 38.13 per cent read The
Hindu, 17.27 percent read The Times of India, and 15.11 percent read Deccan
Chronicle and 7.91 percent other English Daily.
18. Chi-Square test shows that there is no significant relationship between the English
daily read and the Age of respondent is not related.
19. Chi-Square test shows that there is no significant relationship between English
daily read and the Occupation of respondent, the same is proved using phi and
Cramer’s V test.
Daily read and the Annual Family income of the respondent.
Daily read and number of years since the respondent started reading Newspaper.
22. 16.55 per cent respondents prefer sports page, 23.74 per cent prefers political
page, 20.14 per cent readers prefer filmy masala and 7.19 per cent only looks for
advertisements and 4.32 have no preferences.
23. 11.51per cent feel that their preferred paper is Excellent and 13.67 per cent
respondents say that Its Very poor
24. 7.91 per cent feel that their preferred paper is Excellent in terms of Presentation,
30.22 per cent respondents say that Its Very poor
25. 6.47 per cent of respondents feel that their preferred paper is Excellent in terms of
Raising Various Issues, and 30.94 per cent respondents say that Its Very poor
26. 7.91 per cent feel that their preferred paper is Excellent in terms of Presenting
Facts, and 4.32 per cent respondents say that Its Very poor
81
27. 12.95 per cent feel that their preferred paper is Excellent in terms of Supporting
Human Rights, and 24.46 per cent respondents say that Its Very poor
28. 10.07 per cent feel that their preferred paper is Excellent in terms of bringing
Supplements, and 9.35 per cent respondents say that Its Very poor
29. 18.71 per cent feel that their preferred paper is Excellent in terms of Paper Quality
and 8.63 per cent respondents say that Its Very poor
30. 18.71 per cent feel that their preferred paper is Excellent in terms of Paper
Layout, and 9.35 per cent respondents say that Its Very poor
31. Out of 139 respondents 31 respondents feel that their preferred paper is Excellent
in terms of Type & Font used, and 6 respondents say that Its Very poor
32. 31.65 per cent of respondents feel that their preferred paper is Excellent in terms
of Colour Pages included in the News Print, and 6.47 per cent respondents say
that Its Very poor
of Clarity of Picture, and 6.47 per cent respondents say that Its Very poor
of Overall Quality, and 9.35 per cent respondents say that Its Very poor
of Reliable Information they provide, and 8.63 per cent respondents say that Its
Very poor
of Accuracy of information provided, and 5.76 per cent respondents say that Its
Very poor
37. Out of 139 respondents 40 are highly satisfied and rated excellent in the services
provided and 10 respondents say that Its Very poor
38. 32.37 per cent feel that their preferred paper is Excellent in prompt Service, and
12.23 per cent respondents say that Its Very poor
in Keeping promises and 10 respondents say that Its Very poor
in Clarifying Doubts, and 12 respondents say that Its Very poor
82
41. Figure 1 shows the model which states the factors influencing the Satisfaction of
readers. The correlation between Factor 1, quality Of News in the Newspaper and
Satisfaction of readers with 85%, Factor 2, Service provided by the Newspaper
and Satisfaction of readers with 10%, Factor 3, Outlook of the Newspaper and
Satisfaction of readers with 54% and other factors are negligible
42. Figure 2 shows the model which states the factors influencing the Loyalty of
Readers. The correlation between Factor 1, quality Of News in the Newspaper
and Loyalty of Readers with 78%, Factor 2, Service provided by the Newspaper
and Loyalty of Readers with 88%, Factor 3, Outlook of the Newspaper and
Satisfaction of readers with 83% and other factors are negligible
in reputation and 11 respondents say that Its Very poor
in availability and 12 respondents say that Its Very poor
45. 36.69 percent of respondents feel that their preferred paper is Excellent in Reader
Friendliness and 7.19 respondents say that Its Very poor
in Overall Product quality and 7 respondents say that Its Very poor
in catering to Family need of Respondents and 14 respondents say that Its Very
poor
in Building trust & Good Will and 7 respondents say that Its Very poor
49. One-way analysis of variation shows that the preferred features in newspaper by
the respondents are same. Reputation in market (2.3669), Availability (2.2446),
Reader’s friendly (2.2302), overall product quality (2.4317), Complete Family
need (2.2734) and Goodwill & Building trust (2.1151) is same.
50. 30.94 percent of respondents feel that their preferred paper is Excellent in
Coverage of Local News and 10.07 respondents say that Its Very poor
83
51. Out of 139 respondents 56 feel that their preferred paper is Excellent in Coverage
of Regional News and 11 respondents say that Its Very poor
52. 30.94 percent of respondents feel that their preferred paper is Excellent in
Coverage of National News and 8.63 respondents say that Its Very poor
in Covering International News and 13 respondents say that Its Very poor
54. Out of 34.53 percent of respondents feel that their preferred paper is Excellent in
Coverage of Sports News and 3.60 respondents say that Its Very poor
55. Out of 139 respondents 58 feel that their preferred paper is Excellent in Covering
Political News and 5 respondents say that Its Very poor
56. 42.45 respondents feel that their preferred paper is Excellent in Covering Filmi
News and 5.04 respondents say that Its Very poor
in bringing out supplements and 4 respondents say that Its Very poor
58. One-way analysis of variation shows that the perception of respondents about the
news coverage by their preferred newspapers is different. It is confirmed with
mean scores of the perception of respondents about the Local news (2.3885),
Regional News (2.2086), National News (2.3381), International News (2.3237),
Sports News (2.1727), Political Drama (1.9640), Filmi Hulchul (1.9928) and
Supplements (2.0288) is different
59. 28.78 per cent of respondents are highly satisfied and 6.47 are highly dissatisfied
readers; also 29.50 per cent of respondents strongly recommend their friends and
relatives to read their preferred newspaper and 17.99 per cent readers are neutral
for this statement.
60. 35.25 per cent of respondents strongly want to continue with their present
newspaper and 13.67 per cent readers are neutral for this statement.
61. One-way analysis of variation shows that the Loyalty of Respondents based on
Encouraging Friends & Relatives and Continuation with Same Paper is
84
different,It is confirmed with mean scores of Encouraging friends & Relatives
and Continuation with same newspaper is same
62. 10.79 percent of respondents are motivated cost of Newspaper, 8.63 percent of
respondents are motivated by sales promotion, 7.91 percent of respondents are
motivated by Colorful supplements which are included in the other Newspapers,
12.23 percent of respondents are motivated by Reader friendliness in Newspapers,
3.60 percent of respondents Focus on Advertisement category for which they
switch over to other Newspaper, 12.95 percent of respondents are motivated by
Brand Of the Newspaper, 6.47 percent of respondents are motivated by Cost and
Brand of Newspaper, 7.19 percent of respondents are motivated by Cost &
Regionalizing factors, 10.07 percent of respondents are motivated by factors like
Cost, Regionalizing & Reader Friendliness of a Newspaper, and 7.91 percent of
respondents are motivated by Cost and Color supplements.
SUGESSIONS
85
 Family Members, Friends, profession, Relatives, School, College and
Competitive force has an equal influence on a reader to read Newspaper so in this
scenario a Newspaper should cater to complete family need
 A newspaper should give equal importance to all the sections like Sports,
Political, Business, and interesting supplements.
 Company should make efforts to make its Paper Reader Friendly one
 Top most priority should be given in Overall Newspaper Quality, Confessing

Mistakes, Reliable Information, and Accurate Information
 Company should also concentrate Reputation in market, Availability, Reader’s

friendly, overall product quality, and Goodwill & Building trust
 Must give importance to its Availability of product by Improving Logistic system

in order to quicker delivery at points.
 Newspaper companies should tune them shelves according to the Market changes
and at the same time freezing their USP
 Atmost importance Reputation in market Promotion of product (Newspaper) is

very important in the Market, POS (Point of Sale) is also equally important; this
will increase awareness among the readers
 The Newspaper should give importance to Factors like Appearance of

Newspaper, Knowledge and Awareness they create and other factors like Colour
pages included and Supporting Human Rights which in turn will increase
Satisfaction of Readers and Loyalty of Readers
86
CONCLUSION
Unlike other industries Print media has two kinds of target customers- one is general
readers and other are Advertisers. A newspaper should balance between these two.
Though there are various other sources of news and advertisements available like
Television, internet, radios etc yet several industries are still highly dependent on print
media. Mainly they are educational notices, employment news, government tenders, Real
Estate, financial reports of companies etc. Thus in this scenario of stiff competition, the
Print Media is still a prestigious and most trust worthy source of information and above
all leaves an ever lasting impact. The only thing is that the newspapers have to mould and
upgrade themselves with advanced technologies and styles of presentation for survival
for the fittest and outshine its competitors.
What matters the most for the newspapers is change; continuous improvement
and dynamism. This is the mantra for retaining readers and win there satisfaction and
loyalty. New Indian Express has a circulation of 1.25 Lakh in Chennai and still there is a
long way to go. The newspaper has won a major share of goodwill and trust building in
the market.
The researcher has explored vast opportunities while working in the organization.
The newspaper has crossed various milestones successfully and still the journey
continues with lots of changes, dynamism, vision, dignity, style, vibrance; catering to
complete society needs.
THE NEW INDIAN EXPRESS: SARVATRA VIJAYAM
87

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INTRODUCTION

Indian Newspaper Industry is witnessing high growth. Earlier all newspaper

AN OVER VIEW OF INDIAN MARKET

THE MAJOR PLAYERS IN NEWS PAPER INDUSTRY

Companies Revenues (Rs Crore)

HOW INDIA SPENDS ON ADVERTISING

40 MEDIA EXPENDITURE IN INDIA (2004)

THE NEW INDIAN EXPRESS (NIE)

To study the factors affecting Loyalty of newspaper readers in Chennai

 To know the market driven factors in newspaper that readers prefer.

 To quantify the satisfaction level of the readers of a newspaper.

 The Respondents opinion on influences to read Newspaper is same

 There is no significant relationship between Occupation and the type of

 There is no significant relationship between respondents Annual Family Income

and the type of Newspaper read.

 There is no significant relationship between respondents’ habit of reading

newspaper in term of years and the language of Newspaper read.

 There is no significant relationship between age of respondent and English Daily

 There is no significant relationship between Occupation and the English Daily

 There is no significant relationship between Annual Family income and the

English Daily read

 There is no significant relationship between Frequency of News Paper Read and

the English Daily read

 There is no significant relationship between language of Newspaper read and

number of years since they started reading news paper

 The features preferred by the respondents are same in comparison to other

Brand loyalty for newspapers can be measured by using a simple questionnaire

The Analytical Hierarchical Process:

Consistency measure is an essential component in the analytic hierarchy process

In news media, globalization of media organizations has brought accompanying

Sampling design of the study consists of two steps:

C. METHOD OF DATA COLLECTION

b. NON- CONVENTIONAL TECHNIQUES

LIMITATIONS OF THE STUDY

TABLE 4.1: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

The above data is shown in Graph 4.1

GRAPH 4.1: RESPONDENTS ON THE BASIS OF GENDER

TABLE 4.2: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

The above data is shown in Graph 4.2

GRAPH 4.2: RESPONDENTS ON THE BASIS OF AGE

Above 40 Less than 15

TABLE 4.3: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

The above data is shown in Graph 4.3

GRAPH 4.3: RESPONDENTS ON THE BASIS OF OCCUPATION

TABLE 4.4: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

The above data is shown in Graph 4.4

GRAPH 4.4: RESPONDENTS ON THE BASIS OF ANNUAL FAMILY INCOME

ANNUAL FAMILY INCOME

Above 5 lakh Less than 1

TABLE 4.5: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR

GRAPH 4.5: RESPONDENTS ON THE BASIS OF HABIT OF NEWSPAPER

HABIT OF NEWSPAPER READING

TABLE 4.6: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR

The above data is shown in Graph 4.6

FREQUENCY OF READING NEWSPAPERS

TABLE 4.7: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

The above data is shown in Graph 4.7

GRAPH 4.7: RESPONDENTS ON THE BASIS OF NO. OF YEARS SINCE THEY

STARTED READING NEWSPAPERS IN YEARS

TABLE 4.8: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

TABLE 4.9: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

Table 4.8 explains the influence of Family Members in on reading Newspaper. It is