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To target a new segment for SamyuktaKarnataka

Submitted by, Team Brigade Chinmaya Hiremath Daniel Batula Kapil Patil Noel Kallu Preeti C Shirin Kusugal Submitted to, Prof. Prashant Yatgiri
Duration of project: 21/2/2010 to 19/4/2010
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ACKNOWLEDGEMENT
The completion and drafting is a solitary task but one which has been made smoother and easier with the help of many. Here a take the opportunity to thank those who have made a vital contribution in this research study. We would like to express my profound to Prof Prashant Yatgiri for giving us an opportunity to take our marketing research project for Samyukta Karnataka in Hubli-Dharwar Any accomplishment requires the efforts of many people, we are indebted to all the staff members of Samyukta Karnataka naming few, Shri S.R.Suresh(chief reporter) and Shri B.S.Savanoor(general manager-marketing) who helped us in conducting FGD successfully and Shri Havnoor(circulation head) who extended their help in collecting data for our project. Regardless of the source we wish to express our gratitude to those who contributed to our project even though anonymously like Mr and Mrs Puranikmath, Shanta Mam and Amit gondkar for making our Focus Group Discussion succesfull, and special thanks to Pradeep Sunkal in making our data for the report. We would like to thank our classmates and all the customers in helping us to collect sample data. We would also like to thank staff member of our institution and friends for their infinite love, valuable guidance, support and help during our project. The project wouldnt have seen the light of the day. If it wasnt for the co-operation of all the people.

201 0 Executive summary

To promote patriotism, truth and nationalist ideals, Loka Shikshana Trust was founded by senior freedom fighters of India 80 years ago, during the turbulent national movement. In the pursuit of its ideals the trust has undertaken many public activities, including journalism. Loka Shikshana Trust's major publication, Samyukta Karnataka, a Kannada daily, has a great reputation and public standing. Born out of freedom movement, 76 years ago, it has played a very active role in building patriotism and in safeguarding land, language and resources. Samyukta Karnataka is actually the peoples newspaper for the people. And the way Kannadigas have nursed, nurtured and made it their family newspaper is indeed, unique.Although it is the oldest daily in Karnataka, it has also been keeping pace with the rapid technological advancements. The paper has a huge network of correspondents in all nooks and corners of India.Karmaveera a weekly and Kasthuri monthly are also published from this group. Samyukta karnatakas competitors are vijay karnataka, prajawani, kannada prabha. We have seen by the research that samyukta karnataka is leading newspaper in hubli dharwad. It publishes over 1,42,680 copies per day in hubli edition. This information is according to audit bureau of circulation. In hubli city Samyukta Karnataka sells 19,000 copies/day. Vijay Karnataka sells 15,000 copies/day Prajawani sells 8500 copies/day

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In dharwad city Samyukta Karnataka sells 15,082 copies/day Vijay Karnataka sells 14,000 copies/day Prajawani sells 7500 copies/day

Thus there was no market problem with respect to sales. But we found that, as Samyukta Karnataka being the oldest newspaper, its very near competitor is vijay Karnataka. And its margin between sales of both the newspaper is very low. Hence we decided to go for market opportunity for Samyukta Karnataka which might help in increasing margin with its nearest competitor with respect to sales. Thus taking these things into consideration we started the market research with following objectives 4

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Market problem Evaluation & enumeration of various methods which can have a new segment of Youths in twin cities Research objective To ascertain the various aspects considered by respondents in the choice of the Newspaper.

To compare between the available Newspaper provides on the aspects from the view of respondents.

To understand the positioning of Samyukta in the twin-cities. To enumerate the satisfactory level of SK readers on the various aspects of newspaper. To check the loyalty of Samyukta Karnataka customers.

The facts and findings shows that,

Samyukta Karnataka has huge number of loyal customers.

And its lags behind in attracting youth segment. Many of its supplements are too popular among the customers naming sindoor, sapthahik sourabh and kindari jogi. By FGD we even came up with new proposal by customers that is having English publication by samyukta Karnataka.
Language used by SK attracts hubli-dharwad customers to buy the newspaper.

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Conclusions

Overall satisfaction of Samyukta Karnataka is comparatively high to other newspaper. Considering supplements as the main attributes.

Samyukta Karnataka should try to hold the loyalty of its customers. Customers strongly agree if SK come in new publications of English.

Thus it can be concluded that, if Samyukta Karnataka take a step to attract youths along with middle aged and aged people as it is already doing, then its sales can be increased and it can be the sole leader in the market.

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Table of contents Si n o 1 Particulars Organization profile Industry overview Company overview Situational analysis SWOT Analysis Problem Identification Management problem Marketing research problem Research Objectives Research question components Hypothesis Data elements Linkages Research Design Conduct of FGD Data collection method Types of research Sampling process Data analysis and Interpretation Conclusions and recommendations Page no 7-12

13-14

15-25

4 5

26-52 53
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6 7

Annexure Bibliography

53-62 63

Organization profile
History of Samyukta Karnataka
As the name itself indicates through words, it is used to provoke the knowledge of lakhs together people. This society was introduced in the year 1933. This society is acting as a mirror , this society is running since 78 years. The history of kannada news paper is well known as Samyukta Karnataka. This kannada press is creating history and even it is acting as the roots for all other well known kannada press. This press acted as rights for freedom, re-uniting Karnataka , and the clash which was held between Karnataka and Hyderabad not nly at this extent it also acted in social, political, cultural, historical and in scientifical means. Samyukta Karnataka was started by lokashikshana trust in the year 1933 and even it is having a huge history behind this. National Prakash trust was introduced in the year 1925 august 1st in hubli and in the year 1927 Belgaum Karnataka society undertook the responsibility of Samyukta Karnataka. In the year 1932 January the British government banned the congress party and arrested the congress leaders and also stooped all other national press and karmaveera from dharwad Samyukta Karnataka from belgaum , Karnataka vaibhava from vijapur, kannadiga from bagalkot where held up by the British government. The publishers named Datar Belavant rao, Narayan rao joshi, Keshav rao gokhale hindalga from belgaum were arrested by the britishers and withheld all the publications and in 1933 they were released and in april 27 1933 re-introduced Samyukta Karnataka press and sheshacharya katli was the first reporter of Samyukta Karnataka for the rights of Indian freedom re-uniting Karnataka to prove itself respectful from all other kannadigas. And for the economical change for the first time Atma Viredane was introduced and rangarao diwakar, Hanumanth koujalgi, Madhav rao kabbur, Allur venkates rao, S.B joshi , dr karamkar, Narayan rao Sharma, dr belavi, dr HR teragundi, dr savanur hanumanth rai, Gopal rao deshpande, Krishna rao geggi, Anant rao chikkodi, TB purohit, H.R purohit, V.B naik, V.B kulkarni, hukkerikar mohre and Hanumanth ray these people acted as a backbone of samyukta Karnataka.
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In the year 1935 looking forward for business point of view they shifted from Belgaum to Hubli and in the year 1932 Karmaveera which was introduced by Mr Ranganath Diwakar was withheld for revolution and in the year 1940 1st jan it was re-introduced. The year 1942 acted as a trustful year for not only for nation but also acted for karmaveera as well as the national leaders supported CHALEJAO revolution and declared that year karmaveera introduced harijan supplementary and by mohres intelligence Samyukta Karnataka got rid of British government . the article used by karmaveera for affection towards nation went wrong by the British government. For this aspect dharwad collector got a notice from Mumbai and they withheld all respective documents. As our nation became independent day by day it acted as a main aspect of all kannadigas. In 1956 a magazine named kasturi was introduced. It was the very first digest introduced by kannadigas and from the past 24 years it is acting as the main aspect of entertainment and as well as scientific knowledge. The famous writer P.V Acharya is well known for the digest and he is memorable to each and every kannadigas. The publication in hubli , Bangalore, kalburgi, davangere, manglore etc this paper has become a vital source for day to day routine. And early in the morning in each and every city, taluk it will be waiting for all the kannadigas. It provides supplement all for 7 days where readers enjoy considering entertainment, politics healthcare etc. Not only news from our nation throughout the globe it collects all the happenings throughout and will let us know all the regarding Social, financial, political, economical and sports etc. A small press now it has became a huge one and now it is acting as one of the famous media in each and every kannadiga and growing on and on.

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Organization structure
5 trustees

1 chairman

secretary

Joint secretary

Administra tion dept

Personal dept manager

Editing dept editor Executive reporter

Residential report Chief reporter Senior reporter

Computer and printing dept Chief electroni c Producti on manager

Packaging and transportatio n dept

Account s
advertise ment

manag er

Parcel dept head Packaging head

Contract based transportati on

circulati on
Office manager

Assista nt printer Helper

Sub editor

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Situational analysis

Competitor

Samyukta karnatakas competitors are vijay karnataka, prajawani, kannada prabha. We have seen by the research that samyukta karnataka is leading newspaper in hubli dharwad. It publishes over 1,42,680 copies per day in hubli edition. This information is according to audit bureau of circulation.

We conducted pilot study, to find out following objectives 1. To identify the age group of customers who prefer to read SAMYUKTA KARNATAKA. 2. To analyze the occupation of Samyukta Karnataka readers. 3. To know the customer satisfaction in Samyukta Karnataka. 4. To identify the deciders of Samyukta Karnataka. 5. To check the loyalty of customers of paper readers. 6. To check the extra service, this is provided by samyukta Karnataka.
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For pilot study we had taken 30 samples, and from that we found that
VK is popular among age group of 18-35. Whereas SK is popular among the age of 35-

60 & above 60 aged people. The VK satisfies a lot of News as compared to the SK. From the above samples the VK satisfies a lot of National, International, Local and Sports news what the customer seeks a lot from the news paper. As compared to SK, VK takes lead in every part according to the samples. People of VK do not change their paper frequently because of the satisfying news they get. SK people do change as compared to the samples but the customers of VK dont. As per the samples VK provides a lot of Wealthy News, Supplements with News and Discount for their regular customers. All these samples clearly shows that though SK is on the top satisfaction level goes to VK. VK knows what the reader wants and plays according to the needs of the reader.

By above findings we get to know that Vijay Karnataka is more popular among people and thus had concluded that VK is only leader. Then we collected audit bureau of circulation report from various newspapers and hence we found
In hubli city Samyukta Karnataka sells 19,000 copies/day. Vijay Karnataka sells 15,000 copies/day Prajawani sells 8500 copies/day In dharwad city Samyukta Karnataka sells 15,082 copies/day Vijay Karnataka sells 14,000 copies/day Prajawani sells 7500 copies/day

Thus SK was clear leader of hubli dharwad market, so we went on research to find market opportunity for Samyukta Karnataka.
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When Vijay Karnataka came into market, it had very good pricing strategy of penetration pricing. Initially it came up with 1rs per copy, hence attracted many people. By this Samyukta Karnataka sales affected a lot which was selling paper at 2rs per copy that time. And also VK covered lot of youth related articles and also covered more of twin city news which customers liked a lot.

SWOT analysis
S-strenghts

Its publics paper from a trust called as lokshikshana trust. Samyukta Karnataka is exists since 76 years. Samyukta Karnataka is got many loyal customers in hubli-dharwad. Many of its supplements are too popular among customers. It is leader in hubli- dharwad according to ABC report. It attracts more of middle aged and aged people.

W-weakness

Compared to other newspaper, paper quality of Samyukta Karnataka is low. Compared to other newspaper, SK doesnt attract youths. Creativity is very low in SK. Very less job related advertisements are given Education related articles are very less in here Articles written by any famous writers are also very less.

O-opportunity
Samyukta Karnataka can improve on the existing quality of paper and printing.
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It can rule in the hearts of non users of Samyukta Karnataka. Samyukta Karnataka can cover higher range of news. Can come up with English publication. It can have more of creativity on publishing news in various aspects.

T-threats
Non kannada users Increasing interest on English newspapers among students. High level of competition

Problem definition
Marketing research problemEvaluation & enumeration of various methods which can target a new segment of youths in twin cities

Research objectives To ascertain the various aspects considered by respondents in the choice of the Newspaper.

To compare between the available Newspaper provides on the aspects from the view of respondents.

To understand the positioning of Samyukta in the twin-cities. To enumerate the satisfactory level of SK readers on the various aspects of newspaper. To check the loyalty of Samyukta Karnataka customers.
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Hypothesis
H1 Ho: Customer shifts from SK from sk to others considering the various aspects. Ha: SK customer does not shifts to other newspaper.

H2 Ho: SK is best compared to other Newspaper. Ha: SK is poor compared to other Newspaper.

H3 Ho: SK positioned their paper for middle age and old age. Ha: SK has not positioned their paper as the paper for middle age and old age. H4 Ho: SK satisfies customer from every aspect. Ha: SK does not satisfy the customer from every aspects

Hypothesis 1 2 3 4

Questions Question 1&5 Question 16&5 Question 1&5 Question 15

Tests Chi-square test Chi- square test Chi-square test Multiple regression test

Question 7&11

Chi- square test

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Question 8&16

Multiple regression test

Research design
Exploratory research Purpose Exploring the opportunities and threats which are available to Samyukta Karnataka in order to define problem in the research Objectives

To find out the position of the Samyukta Karnataka. To know the problem and opportunities available for the Samyukta Karnataka. Comparison of different players of kannada newspaper in hubli-dharwad.

Data sources available for the exploratory research:

Key informants- we have surveyed 30 customers in hubli dharwad which was primary data in exploratory research. Focus group- To understand the behavior of the customers and their reaction we conducted the focus group discussion in which with the clear objective getting the fresh market and customers response for the project Samyukta Karnataka.

Conduct of FGD
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From Focus Group Discussion we come to know about the problem and various experience of users and non users of Samyukta Karnataka. Invited customers are

Marketing Head :D.S Savanoor Chief Reporter :H.R Suresh Mr and Mrs Ravidra.Puranikmath Amit.Gondkar Shanta

Question asked in FGD 1. .Introduction about FGD

2. Reason for conducting FGD

3. Do you think the loyalty of SK is still existing in the customers?

4. Does your paper satisfy your News?

5. Do you think advertisements in your paper are of real need?

6.

Whats your target market and positioning?

7. Whats makes SK different from other papers?

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8. Do you think covering local news is more important than national news?

9. Extra things you would like to have from SK? Outcomes of the Customers Samyukt Karnataka is loyal to the customers. Information given in Samyukt karnataka satisfys the customers. Samyukt Karnataka improved in photos and printing. Samyukt Karnataka slowly diluting the loyalty. Supplements of samyukt Karnataka are very useful. Samyukt Karnataka gives Good News compared to other news paper. Among all news paper, Samyukt Karnataka is best in Film city messages. Health related news which is published in sindoor is good and very helpful. They are Trustworhty. Language used by Samyukt Karnataka is best. Suggestions from customers Customers Need more information of the business Entertain more job related advertisements. Many customers need more of education and business news Maintain loyalty in job related advertisements by collecting Employment news and briefly publishing it in paper. Can Publish step by step information of business news. Can minimize agriculture news and give more information about business and job related news.
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Can publish more job related news in vanijya purvani which is available for every Wednesday. Can minimize local news and publish more academics related news. According to youth, samyukt Karnataka paper is not maintaining the loyalty. Loyalty is not enough. They have to publish more education related news. Maintained loyalty on one side.Have to maintain loyalty on education and youth related news. Can publish Samyukt Karnataka in English language to attract youth. Many professionals dont prefer kannada news paper.so Samyukt Karnataka can come up with English addition. Outcomes of Chief Reporter of Samyukta Karnataka

Samyukt Karnataka targeting all category people and positioning in all areas of HubliDharwar. Samyukt Karnataka maintaining common paper rate. Daily supplements are given to keep the loyalty. Maintain same language as they faced queries from customer for changing language for first time. Future promotional strategy of samyukt Karnataka is Youth segment. Samyukt Karnataka maintaining loyalty because they are quite successful till date. Cant minimize the agriculture news as rural people more attached to it. We have lot of social responsibility compared to other papers as we get many articles related to social responsibility. We are maintaining loyalty of youth by publishing youth related supplements like Chetana.
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Secondary data
Our secondary data include, Internal data

Sales report given by Samyukta Karnataka which is certified under Audit Bureau of Circulation. Interviewed Circulation Head Mr. Havanur on several aspects, he gave us sales report and briefed us about Samyukta Karnatakas customers, columns they provide, its circulation etc and also told us about organization structure, about sales of SK and about the process taken place in printing of papers etc.

External data

Interviewed Marketing head of Vijay Karnataka, Mr. Prasanna Kulkarni. Sales report given by Prajavani. Spoke to mass media communication head of dept, Nayana Gangadhar.

Prof nayana gangadhar, guided us at the first stage about how to go further in this project, to whom to meet in SK and VK. And how to do analysis of both the news paper i.e SK and VK. Mr. Prasanna Kulkarni also briefed about Vijay karnatakas columns, its extra services, its strategies, its supplements etc. he claimed that VK is leader in HubliDharwad Interviewed senior manager- circulations of prajavani Mr. Ganesh Hegde on their position in the market and also told some of the strengths of prajavani. Observation studies By interviewing concerned people, we got to know the position of Samyukta Karnataka in HubliDharwad. And also we got to know about the organization and its various functions. We understood its weakness and opportunities Data collection forms
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Data collection forms is taken through Pilot study of 30 samples is being taken at initial stage to know the market position of SK and its competitors. It helped us in framing market problem definition for this research. Data Measurement from the exploratory research 50% of the data available from the exploratory research is primary data and 50% of secondary data collected that is for the basic information required for the exploratory research.

Conclusive research
There are two types of conclusive research Descriptive research Causal research /experimental research

Descriptive research The descriptive data has given the insights in order to develop the hypothesis of the problem where we drawn the investigation on samyukta in respect to characteristics such as service provided by the big TV service, dealers view towards the product, feedback of customers, price of the related products. Cross sectional studies Since the time constraint for the research allows doing the cross sectional survey that is approximately a 90 days so the data is disbanded after the study is completed. Causal researchThe objectives of the research say that there is a cause and effect relation between the advertisement and the sales, service provided and effects on the sales. in order to draw the conclusion towards the objectives of advertisement and the sales the causal research is applied.
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Research components

Data needsAccording to the research question the specific data can collected which are suitable to the research problem.

Data sourceAs the research project is entirely based on the Twin cities hence the data is collected from the same in which the data elements include the housewives, business professionals, private and government professionals and also students.

Data collection form: The data collection form is designed as referring to the hypothesis which gives the data required for the hypothesis which in turns satisfies the research problem.

SampleThe sampling units are the respondents who are using reading SK in the twin cities Hubli- Dharwad. Basically the units are determined as the literate and independent of the occupation or the profession so that they are able to fill the data collection form independently and the illiterate units are observed and interviewed.

Selection of the sampling unit-

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The sampling process which we are determining are based on the non Probability sampling where the total population of the twin cities is divided in to the geographical spreads and chosen as the units for the survey. Sampling methodsSince the SK readers are more than compared to other newspaper readers it is much difficult to do the survey of all users and non users of the SK. So the systematic sampling can be done on the basis of geographical region like main zones of the city and their residing areas. The zones are mentioned in the below chart mentioning the format of the systematic sampling.

Systematic
Hubli Dharw ad Gokul road

GADAG ROAD

Keshwa pur

Vikas nagar

Kammank atti

Shettar colony

shrinagar

Gandhi chowk

How many units

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There are many users of Samyukta Karnataka in the twin cities as per the constraints given of 400 samples the samples taken are 400 out of which the 275 samples where relevant and correct in twin cities.

Classification of data
Data elements: Sales reports, customer feedback, competitors feedback, interviews with various concerned people. Secondary data collection: Internal data is collected from the dealers from their sales report. External data is collected from the various other competitors, catalogues of competitors, ABC website and from the internet media etc Internal data Sales report given by Samyukta Karnataka which is certified under Audit Bureau of Circulation. Interviewed Circulation Head Mr. Havanur on several aspects, he gave us sales report and briefed us about Samyukta Karnatakas customers, columns they provide, its circulation etc and also told us about organization structure, about sales of SK and about the process taken place in printing of papers etc.

External data

Interviewed Marketing head of Vijay Karnataka, Mr. Prasanna Kulkarni. Sales report given by Prajavani. Spoke to mass media communication head of dept, Nayana Gangadhar.

Prof nayana gangadhar, guided us at the first stage about how to go further in this project, to whom to meet in SK and VK. And how to do analysis of both the news paper i.e SK and VK.

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Mr. Prasanna Kulkarni also briefed about Vijay karnatakas columns, its extra services, its strategies, its supplements etc. he claimed that VK is leader in HubliDharwad Interviewed senior manager- circulations of prajavani Mr. Ganesh Hegde on their position in the market and also told some of the strengths of prajavani.

Primary data collection: After the collection of the secondary data to start with further research the primary data is required that is collected from questionnaire, so formed pilot study and later stage fromed a final questionnaire for final survey. Observation made by above data collection. Customers preferences in the paper. SKs competitors and their position in market. Customers expectation on English publication. Marketing strategy of SK SKs opportunity of targeting new segment. Printing process of SK

The ratio of primary data to secondary data is 75:25.

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Sampling process Step 1: Sampling unit
As Samyukta Karnataka is peoples paper, so many literate and illiterate(who can read paper) read this paper. So it included various households and shops across various area. Extent: Hubli-Dharwad Time : April 12- April17

Step 2: Sampling frame

The sample frame which we are going to consider is random pick up of potential respondents in the particular area. Since all the data base is not available for all respondents like only SK user, so it is difficult to determine the exact frame.

Step 3: Specify Sampling unit

We are concentrated on all type of samples, such as housewives, youths basically, middle aged and old aged too, as SK is popular among middle aged and old aged with all type of professionals.

Step 4:- Specify sampling method

Sampling method which we are going to use is Non-Probability sampling methods (quota sampling). Since database of all the respondents is not available so the nonprobability sampling method is collected

Step 5:- sample size

Sampling size: 275 Hubli Dharwad : 175 : 100
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Step 6:- Sampling plan

We concentrated on all the SK readers and also we took data from one who had thorough knowledge about the supplements provided by Samyukta Karnataka.

Step 7:- Select the sample

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aNALYSIS AND DATA INTERPRETATION .

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1.Are the customers are loyal to Samyukta Karnataka? Test to be applied is percentage.
Statistics how long? N Valid Missing Std. Deviation Variance Range Minimum Maximum 275 0 1.48268 2.198 4.00 1.00 5.00

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Since how long the customers are using Samyukta Karnataka? Cumulative Frequency Valid <5years 5 years 10 years 15 years >20 years Total 74 54 65 21 61 275 Percent 26.9 19.6 23.6 7.6 22.2 100.0 Valid Percent 26.9 19.6 23.6 7.6 22.2 100.0 Percent 26.9 46.5 70.2 77.8 100.0

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By this we can prove that Samyukta Karnataka has got the Loyal Customers as it has 22.18% of loyal who are using the Samyukta Karnataka newspaper from last 20years. this truly shows as in the above figure. There are No Hypothesis Shown for it as its a single discrete data, so percentage test is applied.

2. If a person change from Samyukta Karnataka to other newspaper what will be the main aspect considered? Hypothesis to be formed Ho :-Customers shift from SK to other newspaper considering the various aspect. H1:- Customer does not shift from Samyukta Karnataka to other newspaper.
Case Processing Summary Cases Valid N experienced other than reading sk * if yes then because of 164 59.6% 111 40.4% 275 100.0% Percent N Missing Percent N Total Percent

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Experienced other than sk* because of crosstabulation

attractiv supplemen e news t offered in and other news language paper usage experienced other yes than reading sk No 3 Total 28 1 1 30 54 0 0 54

more of youth related columns 28 1 0 29

attractive price and combo packs 30 2 0 32

good print and paper quality 17 2 0 19 157 6 1 164

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Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 9.705a 9.676 .289 164 Df 8 8 1 sided) .286 .288 .591

a. 10 cells (66.7%) have expected count less than 5. The minimum expected count is .12.

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Interpretation :Ho Is Accepted.

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3.To compare between the available newspaper provides on the aspects from the view of respondents. Hypothesis Ho- SK is best compared to other newspapers Ha- SK is poor compared to other newspapers. The consider questions are 3,4 & 6. The test to be applied is ANNOVA as to compare Samyukta Karnataka with other newspaper.

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ANOVA Sum of Squares if others then because of Between Groups Within Groups Total satisfaction level of sk Between Groups Within Groups Total satisfaction level of sk Between Groups Within Groups Total satisfaction level of sk Between Groups Within Groups Total satisfaction level of sk Between Groups Within Groups Total 8.339 261.856 270.195 1.003 363.484 364.487 .660 352.562 353.222 .239 388.466 388.705 2.273 264.948 267.222 df 2 161 163 2 272 274 2 272 274 2 272 274 2 272 274 1.137 .974 1.167 .313 .120 1.428 .084 .920 .330 1.296 .254 .775 .502 1.336 .375 .687 Mean Square 4.170 1.626 F 2.564 Sig. .080

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Figure 1

Yes indicates other newspaper. No indicates Samyukta Karnataka. Interpretation: Ho is accepted. As the significance level that is alpha value more than 5%

4. To know the positioning of Samyukta Karnataka in TWIN cities. Hypothesis

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Ho: SK positioned the paper among middle age and old age. Ha: SK has not positioned their paper among middle age and old age.

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N satisfaction level of sk 18-25 26-30 30-40 40-50 50-60 60&above Total satisfaction level of sk 18-25 26-30 30-40 40-50 50-60 60&above Total satisfaction level of sk 18-25 26-30 30-40 40-50 66 49 65 35 40 20 275 66 49 65 35 40 20 275 66 49 65 35

Mean 3.7424 3.5102 3.8154 3.5714 3.4500 3.7000 3.6509 3.5455 3.2449 3.5231 3.4286 3.2750 3.4500 3.4255 3.5152 3.3673 3.4923 3.6286

Std. Deviation 1.08572 1.13876 1.14417 1.21959 1.28002 1.08094 1.15336 1.08389 .94716 .95374 .97877 .96044 .94451 .98755 1.26786 1.23649 1.21351 1.13981

Std. Error .13364 .16268 .14192 .20615 .20239 .24170 .06955 .13342 .13531 .11830 .16544 .15186 .21120 .05955 .15606 .17664 .15052 .19266

Minimum 1.00 1.00 1.00 2.00 1.00 2.00 1.00 1.00 1.00 2.00 2.00 1.00 2.00 1.00 1.00 1.00 1.00 1.00

Maximum 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00

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N satisfaction level of sk 18-25 26-30 30-40 40-50 50-60 60&above Total satisfaction level of sk 18-25 26-30 30-40 40-50 50-60 60&above Total satisfaction level of sk 18-25 26-30 30-40 40-50 66 49 65 35 40 20 275 66 49 65 35 40 20 275 66 49 65 35

Mean 3.7424 3.5102 3.8154 3.5714 3.4500 3.7000 3.6509 3.5455 3.2449 3.5231 3.4286 3.2750 3.4500 3.4255 3.5152 3.3673 3.4923 3.6286

Std. Deviation 1.08572 1.13876 1.14417 1.21959 1.28002 1.08094 1.15336 1.08389 .94716 .95374 .97877 .96044 .94451 .98755 1.26786 1.23649 1.21351 1.13981

Std. Error .13364 .16268 .14192 .20615 .20239 .24170 .06955 .13342 .13531 .11830 .16544 .15186 .21120 .05955 .15606 .17664 .15052 .19266

Minimum 1.00 1.00 1.00 2.00 1.00 2.00 1.00 1.00 1.00 2.00 2.00 1.00 2.00 1.00 1.00 1.00 1.00 1.00

Maximum 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00

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ANOVA Sum of Squares satisfaction level of sk Between Groups 5.165 Mean Square 1.033 1.336

df 5 269 274 5 269 274 5 269 274 5 269 274

F .773

Sig. .570

Within Groups 359.322 Total satisfaction level of sk Between Groups 364.487 4.085

.817 .978

.835

.526

Within Groups 263.137 Total satisfaction level of sk Between Groups 267.222 3.240

.648 1.433

.452

.811

Within Groups 385.465 Total satisfaction level of sk Between Groups 388.705 5.331

1.066 1.293

.824

.533

Within Groups 347.891 Total 353.222

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N satisfaction level 1 2 3 4 5 Total satisfaction level 1 2 3 4 5 Total 2 1 87 154 31 275 2 1 87 154 31

Mean 3.0000 4.0000 3.6667 4.0325 4.6129 3.9745 4.5000 3.0000 3.7126 4.1364 4.6129

Std. Deviation 2.82843 . .75739 .72688 .76059 .80786 .70711 . .81993 .80088 .55842

Std. Error 2.00000 . .08120 .05857 .13661 .04872 .50000 . .08791 .06454 .10029

Minimum 1.00 4.00 2.00 1.00 3.00 1.00 4.00 3.00 3.00 2.00 3.00

Maximum 5.00 4.00 5.00 5.00 5.00 5.00 5.00 3.00 5.00 5.00 5.00

275

4.0545

.82873

.04997

2.00

5.00

satisfaction level

1 2 3 4 5

2 1 87 154 31

1.5000 4.0000 3.2529 3.7273 4.2903

.70711 . 1.01407 .77774 .73908

.50000 . .10872 .06267 .13274

1.00 4.00 1.00 1.00 3.00

2.00 4.00 5.00 5.00 5.00

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Statistics satisfactio n level of s.s satisfactio n level of sindoor satisfactio n level of Namma jille N Valid Missing Mean Std. Deviation Variance Maximum 275 0 4.0545 .82873 .687 5.00 275 0 3.9745 .80786 .653 5.00 275 0 3.5491 .95537 .913 5.00 275 0 3.6255 .92496 .856 5.00 275 0 3.5455 .95555 .913 5.00 275 0 3.6727 1.02975 1.060 5.00 275 0 3.4436 .89987 .810 5.00 275 0 3.7673 .67571 .457 5.00 satisfactio n level of V&K. satisfactio n level of Chetana. satisfactio n levl of Chitra S. satisfactio n level overall satisfacti on

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overall satisfaction Cumulative Frequency Valid 1 2 3 4 5 Total 2 1 87 154 31 275 Percent .7 .4 31.6 56.0 11.3 100.0 Valid Percent .7 .4 31.6 56.0 11.3 100.0 Percent .7 1.1 32.7 88.7 100.0

5. Should Samyukta Karnataka target the youths?

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The test to be applied is one sample t-test. Hypothesis Ho:-They should target the youths. H1:-They should not target the youths.

One-Sample Statistics N sk should publish youth related articles sk should provide more job related advertisements sk should provide education related columns Mean Std. Deviation Std. Error Mean

275

4.2982

.76785

.04630

275

4.2073

.76699

.04625

275

4.3673

.75432

.04549

One sample test

Test Value = 100 95% Confidence Interval of the Difference Mean t sk should publish youth related articles sk should provide more job related advertisements sk should provide education related columns Df Sig. (2-tailed) Difference Lower Upper

-2.067E3

274

.000

-95.70182

-95.7930

-95.6107

-2.071E3

274

.000

-95.79273

-95.8838

-95.7017

-2.102E3

274

.000

-95.63273

-95.7223

-95.5432

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Statistics

sk should sk should publish youth provide more job related

sk should provide education

related articles advertisements related columns N Valid Missing Mean Median Mode Std. Deviation Variance Minimum Maximum 275 0 4.2982 4.0000 5.00 .76785 .590 2.00 5.00 275 0 4.2073 4.0000 4.00 .76699 .588 2.00 5.00 275 0 4.3673 5.0000 5.00 .75432 .569 2.00 5.00

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sk should publish youth related articles Cumulative Frequency Valid 2 3 4 5 Total 5 37 104 129 275 Percent 1.8 13.5 37.8 46.9 100.0 Valid Percent 1.8 13.5 37.8 46.9 100.0 Percent 1.8 15.3 53.1 100.0

sk should provide more job related advertisements Cumulative Frequency Valid 2 3 4 5 Total 5 43 117 110 275 Percent 1.8 15.6 42.5 40.0 100.0 Valid Percent 1.8 15.6 42.5 40.0 100.0 Percent 1.8 17.5 60.0 100.0

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sk should provide education related columns Cumulative Frequency Valid 2 3 4 5 Total 2 40 88 145 275 Percent .7 14.5 32.0 52.7 100.0 Valid Percent .7 14.5 32.0 52.7 100.0 Percent .7 15.3 47.3 100.0

Hypothesis to be accepted is Ho. As on the above figures we can conclude. The alpha value is more then the significance level. 6. Should Samyukta Karnataka come in a English publication? Here the test is not applied as its mean test.

Descriptive Statistics N s.k in english publication Valid N (listwise) 275 275 Minimum 1.00 Maximum 5.00 Mean 3.9600 Std. Deviation .91731

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Statistics s.k in english publication N Valid Missing Mean Median Mode Std. Deviation Variance Minimum Maximum 275 0 3.9600 4.0000 4.00 .91731 .841 1.00 5.00

s.k in english publication Cumulative Frequency Valid 1 2 3 4 5 Total 1 14 73 94 93 275 Percent .4 5.1 26.5 34.2 33.8 100.0 Valid Percent .4 5.1 26.5 34.2 33.8 100.0 Percent .4 5.5 32.0 66.2 100.0

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Here yellow means highly agree. Purple means agree.

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FINDINGS
The customers loyalty. They have positioned their paper as the paper for middle age & old age. The sk has ruled the twin-cities compared to other news paper. They provide the quality news and the language used attracts the reader. The sk has not attracted the segment of youths. Sk is at the top position because of the relevant news they provide and customer satisfaction. Sindoor,sapthik sourab,n Kindari Jogi are preferred as good supplements. Customers expecting more of job related and education related columns. Customers expecting English publication of sk. Their paper quality is low compared to other newspaper.

Conclusions
SK has loyal customers Yes they have positioned among middle age and old age. They have not targeted youths. So target a new segment market. Sindoor and saptahik sourabh is more popular supplement, so improve on other supplements.

Recommendations

Thus we recommend to target youths by giving more technological related articles and more updated sports news and education related knowledge.
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Annexure
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Pilot study Questionnaire

The questions following are designed to collect information on Kannada news paper of Hubli-Dharwad region. This is just for academic purpose. Please kindly fill the following. 1. Your name and address? 2. Your age? .15-25 .25-35 .35-55 .55-65 .65 & above 3. Occupation ? .student .housewife .business man/women .employer .retired 4. Which kannada paper do you read? .Vijaya Karnataka .Samyukta Karnataka .Prajavani .Kannada Prabha .Others 5. Why do you prefer above selected paper only? .Satisfying news 56

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.Attractive paper print .Price .Supplements .Columns 6. What type of news, your paper satisfies you? . National .International persons talk .Local(hub-dwr) .Agriculture .Economics 7. Who decides at your place, which paper to buy? .Grand Parents .Son/Daughter .Father .Mother .Wife .Husband 8. Do you Change your Paper frequently? .Yes .No If yes then how frequent and why?. 9. What time do you get your paper daily? .6am-7am .7am-8am .8am-9am 9am-10am 10.How much time do you take to read a paper? . 11.What extra service your paper is providing you? . wealthy news .more supplements .Discounts on subscription .Complementary Gifts 57 .Sports .Resource .Film Related .Business

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12.Do you think Advertisements are essential in your paper? . Yes .No 13.Do you prefer extra supplement for Advertisements? .Yes .No 14.Any improvement you need in your paper? If yes then What improvements? Thank you for spending your valuable time.

Final Questionnaire
Dear Sir/Madam, As a part of research we would like your opinion concerning SAMYUKTA KARNATAKA. We request you to spare a few minutes to provide information by () your opinion. Information provided will remain confidential and not shared with a third party.

1. Do you use Samyukta Karnataka paper daily?

a) Yes

b) No

2. If Yes then since how long?

a) Less than 5 years

b) 5 years c) 10 years d) 15

years e) 20 years

3. Did you experience reading other daily kannada newspaper other than Samyukta Karnataka?
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a) Yes b) No

4. If yes then because of.. a) Supplements offered in other news paper b) Attractive news and language usage c) More of youth related columns d) Attractive price & combo packs e) Good print and paper quality

5. Please rate the satisfaction level on the supplements of Samyukta Karnataka. SUPPLEMENT Highly S satisfi ed (i) a.Saptahiksour abh b.Sindoor c.Namma jille d.Vyapar & krushi e.Chetana f.Chitra sourabh g.Kindari jogi
59

Satisfie d

Neutral

Dissatisfi ed

Highly dissatisfi ed (v)

(iii) (ii) (iv)

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6. Rate above supplements on the scale 1 to 5? Where I being least and 5 being highest? Saptahik Sindoo r Sourabh (i) (ii) a. Language used b.Number of pages & prints c.Informat ion given d.Articles/ stories Nam ma jille (iii) Vyapa r& krushi (iv) Chetan a Chitra sourab h (vi) Kind ari jogi (v)

(v)

7. Please indicate the level of agreement and disagreement on YOUTH BASED questions by marking () Strongly agree (i) Agree Neutral Disagre e Strongly disagre e (v)

(ii)

(iii) (iv)

a.Samyukta Karnataka should publish youth related

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articles b. Samyukta Karnataka should provide more job related advertisements(j ob classifieds) in vanijya puroni.

c.Samyukta Karnataka should provide education related columns.

8. Please indicate the level of agreement and disagreement on each of

the following by marking () Particula rs Strongly agree (i) a.Samyuk ta Karnataka is providing twin city
61

Agree

Neutral

Disagree

Strongly disagree (v)

(ii)

(iii)

(iv)

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news more than other newspape r

b.Samyukt a Karnataka is at top just because of loyal customers c. Samyukta Karnataka doesnt make news as masala news. It serves relevant news only.

d.Samyukt a Karnataka is leading newspape r in hubliDharwad

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9. If Samyukta Karnataka comes with one more publication in English then Ill be.
a) highly satisfied b) satisfied

c) neutral

d) dissatisfied

e)

Highly dissatisfied

Personal details
1. Name .. 2. Address 3. Gender a) Male b) Female

4. Occupation a) Government professional b) business professional c) private professional d) Academics related others e) doctor f) student g)

5. Age a)18-25 b)26-30 c)31-40 d)41-50 e)51-60 f)60&above

Thank you for sparing your valuable time.

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Cost sheet

64

Date

time

Members
chinmaya, noel, kapil, daniel, shirin daniel and noel chinmaya, noel, kapil

purpose
first meet went to VK to enquire interviewed nayana gangadhar and havanoor sir of SK Discussion on market problem prepared zeroth draft interviewed ganesh hegde of prajavani nil 50/-

5:00 to 6/2/2010 5:30 pm 4:30 to 9/2/2010 5:00pm 10/2/201 11:00am 0 to 3:00pm

201 0

cost

0 50 300

50+250=300

10/2/201 4pm to 7 0 pm 11/2/201 1:30 to 0 2:00pm 20/2/201 0 4:30 pm to 5 pm

chinmaya,noel,kapil,shirin,pree ti,daniel chinmaya, noel, kapil, shirin, preeti All

nil 10 30+30+30=90

0 10 90

23/2/201 0` 24/2/201 0 25/2/201 0 26/2/201 0 26/2/201 0 25/3/201 0 27/3/201 0 30/3/201 0 30/3/201 0

11:30 to 2:00pm 5:00 to 6:00pm 5:00 to 7:00 pm 11:00 to 11:30pm 2:00pm 5:00pm to 6:00pm 5:00pm to 6:30pm 5:30pm to 7:00pm 8:00pm to 9:00pm

All All chinmaya, preeti, Noel, kapil Noel All All All All noel, kapil

discussed on pilot study did pilot study of 30 samples analysed pilot study took print out of first draft submitted pilot study analysis decided on FGD guest went to give invitation for FGD conducted FGD framed objectives and hypothesis report making for FGD prepared questionnaire took survey in dwr took survey

nil 30 nil 20 nil nil 50*3=150 259+50+30=339 nil

0 30 0 20 0 0 150 339 0

31/3/201 0

10:30am to 12:00pm

chinmaya,noel,kapil,shirin,pree ti Chinmaya chinmaya, preeti

15+10=25 nil 100+100=200 65

25 0 200

10/4/201 7:pm to 0 9:00pm 13/4/201 0 6:00 to 9:00pm

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Articles

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Bibliography
http://en.wikipedia.org/wiki/Samyukta_Karnataka http://hubli.justdial.com/samyuktha-karnataka_koppikarroad_Hubli_uQzT.hzhzvthztt9j.xffX.oenXPfblq.htm http://www.samyukthakarnataka.com/history.html http://www.userdirectory.info/karnataka/kannada-epapers/

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