chandrika project

7/30/2019 Chandrika Project

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THE TASTE AND PREFERENCE OF NEWSPAPER READERS

INTRODUCTION

A newspaper is a regularly scheduled publication containing news, information, and advertising.

By 2007 there were 6580 daily newspapers in the world (including 1456 in the U.S.) selling 395

million copies a day (55 million in the U.S). The worldwide recession of 2008, combined with

the rapid growth of web-based alternatives, caused a serious decline in advertising and

circulation, as many papers closed or sharply retrenched operations.

General-interest newspapers typically publish stories on local and national political events and

personalities, crime, business, entertainment, society and sports. Most traditional papers alsofeature an editorial page containing editorials written by an editor and columns that express the

personal opinions of writers. The newspaper is typically funded by paid subscriptions and

advertising. Other features include display and classified advertising, comics, and inserts from

local merchants.

A newspaper is a regularly scheduled publication containing news, information, and advertising.

By 2007 there were 6580 daily newspapers in the world (including 1456 in the U.S.) selling 395

million copies a day (55 million in the U.S). The worldwide recession of 2008, combined with

the rapid growth of web-based alternatives, caused a serious decline in advertising and

circulation, as many papers closed or sharply retrenched operations.

General-interest newspapers typically publish stories on local and national political events and

personalities, crime, business, entertainment, society and sports. Most traditional papers also

feature an editorial page containing editorials written by an editor and columns that express the

personal opinions of writers. The newspaper is typically funded by paid subscriptions and

advertising. Other features include display and classified advertising, comics, and inserts from

local merchants.

East Point College of Higher Education 1
http://en.wikipedia.org/wiki/Column_(newspaper)http://en.wikipedia.org/wiki/Column_(newspaper)http://en.wikipedia.org/wiki/Column_(newspaper)http://en.wikipedia.org/wiki/Column_(newspaper)


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A wide variety of material has been published in newspapers, including editorial opinions,

criticism, persuasion and op-ends; obituaries; entertainment features such as crosswords, Sudoku

and horoscopes; weather news and forecasts; advice, food and other columns; reviews of movies,

plays and restaurants; classified ads; display ads, editorial cartoons and comic strips.

Consumer Buying Behaviour

What influences consumers to purchase products or services? The consumer buying process is a

complex matter as many internal and external factors have an impact on the buying decisions of

the consumer.

Customer

A customer, also called client, buyer, or purchaser, is usually used to refer to a current or

potential buyer or user of theproducts of an individual ororganization, called the supplier, seller,

orvendor. This is typically throughpurchasing orrentinggoods orservices. However, in certain

contexts, the term customer also includes by extension anyone who uses or experiences the

services of another. A customer may also be a viewer of the product or service that is being sold

despite deciding not to buy them.

Customer satisfaction,

A business term, is a measure of how products and services supplied by a company meet or

surpass customer expectation. It is seen as a key performance indicator within business and is

part of the four of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers, customer satisfaction is

seen as a key differentiator and increasingly has become a key element of business strategy.

There is a substantial body of empirical literature that establishes the benefits of customer

satisfaction for firms.

http://en.wikipedia.org/wiki/Editorialhttp://en.wikipedia.org/wiki/Op-edhttp://en.wikipedia.org/wiki/Op-edhttp://en.wikipedia.org/wiki/Weather_forecasthttp://en.wikipedia.org/wiki/Advice_columnhttp://en.wikipedia.org/wiki/Food_columnhttp://en.wikipedia.org/wiki/Classified_adshttp://en.wikipedia.org/wiki/Editorial_cartoonhttp://en.wikipedia.org/wiki/Comic_striphttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Distributor_(business)http://en.wikipedia.org/wiki/Sellerhttp://en.wikipedia.org/wiki/Vendorhttp://en.wikipedia.org/wiki/Purchasinghttp://en.wikipedia.org/wiki/Rentinghttp://en.wikipedia.org/wiki/Good_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Technical_termhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Editorialhttp://en.wikipedia.org/wiki/Op-edhttp://en.wikipedia.org/wiki/Weather_forecasthttp://en.wikipedia.org/wiki/Advice_columnhttp://en.wikipedia.org/wiki/Food_columnhttp://en.wikipedia.org/wiki/Classified_adshttp://en.wikipedia.org/wiki/Editorial_cartoonhttp://en.wikipedia.org/wiki/Comic_striphttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Distributor_(business)http://en.wikipedia.org/wiki/Sellerhttp://en.wikipedia.org/wiki/Vendorhttp://en.wikipedia.org/wiki/Purchasinghttp://en.wikipedia.org/wiki/Rentinghttp://en.wikipedia.org/wiki/Good_(economics)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Technical_termhttp://en.wikipedia.org/wiki/Balanced_Scorecard


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Factors influencing the behaviourof buyers

Consumer behaviour is affected by many uncontrollable factors. Just think, what influences you

before you buy a product or service? Your friends, your upbringing, your culture, the media, a

role model or influences from certain groups?

Culture is one factor that influences behaviour. Simply culture is defined as our attitudes and

beliefs. But how are these attitudes and beliefs developed? As an individual growing up,

a child is influenced by their parents, brothers, sister and other family member who may

teach them what is wrong or right. They learn about their religion and culture, which

helps them develop these opinions, attitudes and beliefs (AIO) . These factors will

influence their purchase behaviour however other factors like groups of friends, or people

they look up to may influence their choices of purchasing a particular product or service.

Reference groups are particular groups of people some people may look up towards to

that have an impact on consumer behaviour. So they can be simply a band like the Spice

Girls or your immediate family members. Opinion leaders are those people that you look

up to because your respect their views and judgements and these views may influence

consumer decisions. So it maybe a friend who works with the IT trade who may influence

your decision on what computer to buy. The economical environment also has an impact

on consumer behaviour; do consumers have a secure job and a regular income to spend

on goods? Marketing and advertising obviously influence consumers in trying to evoke

them to purchase a particular product or service

Indian Consumer Buying Habits

As Indian's we hold a lot of value for the 'old', maybe it is also culturally driven where we have

been asked to respect 'old' rather than look for new. Though this is changing very fast especially

among the younger generation of consumers, but it will take a lot of time before we actually

catch up with our western counter parts. And it is even questionable whether such a transition is

a good one. Similarly most housewives collect the used containers of flour, ghee ,,, which she

http://rajeshaithal.blogspot.com/2009/02/indian-consumer-buying-habits-1.htmlhttp://rajeshaithal.blogspot.com/2009/02/indian-consumer-buying-habits-1.html


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would clean and use it to store cereals , and other items in the kitchen and so on till it is sold to

the scrap dealer .

RESEARCH METHODOLOGY

Methodology adopted for each study differs in accordance with pre determined

objectives. Here also, methodology is formulated keeping with objectives in mind. In order to

arrive at the result for the given set of objectives, exploratory research was undertaken. The

objective of exploratory research is the development of hypothesis for further research studies.

This research design was adopted by taking stock of certain factors such as the depth and

extends of data required, the cost and benefits of the research, the urgency of work, and the time

available for completing it.

OBJECTIVES:

To find out the newspaper readers tastes & preferences on subjects in Malayalam

newspapers.

To understand the various aspects relates to circulation promotion of newspaper.

To identify the buying habits and taste of the newspaper customers.

To collect the observations of newsagents, booksellers, street sellers for increasing single

copy sales.

To distinguish impact of newspaper media on other media.

To collect the suggestions of agents for increasing circulation.

To identify the areas of improvement in structure and contend of Malayalam dailies.



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SCOPE OF THE STUDY

The purpose of the study is to understand generally the various aspects relate to improve

the circulation of newspapers, with special reference to Chandrika.

The study includes the analysis of newspaper readers buying habits and tastes. It deals

the readers preference of newspaper, selection of reading or subscribing a particular paper,

reason for reading more than one paper, preferences on subjects, articles, features, buyers

satisfaction and dissatisfaction, purchasing place, various schemes for readers, usefulness with

regard of newspaper ads, using colours in printing, technical aspects and relative importance of

newspaper function.

This study seeks the suggestions by new agents for improving newspaper circulation. It

also explains to find out suitable methods for increasing subscribers, effective media for

adverting newspaper, opinion about additional pages and supplement, schemes for agents,

support sought by agents, influence of electronic media, effect of price hike and suggestions for

increasing the circulation of newspaper.

LIMITATIONS OF THE STUDY

Due to the time constraint the research had to be conducted with in a short span of period

Though the sample was drawn from one district viz., Kozhikode, it may not reflect the

entire state.

Some of the respondents were not ready to spare much time with the researcher.



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Data collection method

This method used for collection of data to facilitate the study was survey. The required

data for the study was not available from the records of the company as well as in the external

published material. In the absence of secondary data, collecting primary through a schedule of

interview was the only choice.

The purpose behind this was to bring out relevant aspects of Malayalam newspaper

readers buying habits and tastes.

Source of data

Data is the foundation of all marketing research. As mentioned above, secondary data was

not available to find out the solution for the business problem. Secondary data are those that have

been previously gathered for purpose other then solving the current problem under investigation.

The situation compelled to go for collecting primary data. The researcher freshly collected

primary data. Source of this data was decided to be newspaper readers in Kerala.

Sampling

The convenience sampling coming under the non-probability sampling was used here for

the study, mainly because of time constraints. It helped to get maximum information about the

parent population with the minimum effort.

The sampling was selected in a non-random manner. The selection was opportunistic or

purposive. It was based on the convenience or the judgment of the researcher.

Sample size: 150



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INDUSTRY PROFILE

Eastern the early beginning of the society can be traced back to the October 11 1927

when a society bearing the name, the Indian Burma Ceylon news paper , London committee

came in to being, the name of which was changed to Indian a news paper society (I E N S ) on

October 4 1935. this was an organized based on London representation and acting society under

the authority of news paper, magazines, reviews and other journals published in India, Burma

Ceylon and other countries of Asia.

The need however was felt for the establishment of according body in this country, comprising

the proprietors of news papers, which conducted deal directly and more expeditionary with

various day to day problems arising out of news paper production. Thus the Indian & Easter

representative of the following founding publication on February 27 1939 at the statesman house,

news Delhi with Mr.: Arthu Moore editor of the states man in the chair with the primary object

was of serving as a control body of promoting the common interest of news paper in India

Burma Ceylon.

Objective of the I N S

The objective of the society which may be enlarged at any time as provided are, To act as a

central organization of the press of India, Burma and Ceylon to promote and safe gaud such a

business interest of members as an effected are likely to be effected by the action of the

legislature governments, the law court municipal and locus bodies and association organizationcommercial or formed for any other purpose and to take such steps as my seem desirable to that

end to collect information up on all topic a practical interest for members and to communicate

the same to them. to promote co- operation in all maters affecting the common interest of

members.



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To hold a periodical conferences of its members to discuss and determine action matters of

common interest. To make rules to govern the conduct of its members to provide penalties for

the infringement there of and to provide means determining weather there has been such

infringement.

To maintain a permanent secretariat Indian to watch over the interest of members and to

promote of a cost inters change of information of views. To do or concur in doing all such other

things s may be considered conduces or incidental to the attainment of the attainment of the

interest news papers in general or of the society or any of its members in particulars.

Functions of I N S

News print:

News print is the life line of the news paper industry being the primary raw material

constituting 50 to 60 % of the total cost of all the production. The news print committee keeps a

close watch of all the developments in this regards and seek appropriate relief from time to time

on the issue affecting the interest of the country.

Industrial Relation

I N S being central body for news paper establishment has also happened member by

placing their view as an industry before the government on the recommendation of the wage

board for working journalist employees so that the central government takes a elastic view and

the news paper industry, despite the on through of the electronic media, may survive and play its

role an the democratic process.

Press Freedom

The press freedom committee of the society has always continued its effect for

maintaining the freedom of the press and takes up related issue from time to time like attack on



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news paper establishment journalist issue, concerning entry of foreign media etc. the society

always put in it efforts to ensure that the news papers concern be publishers by the employee

without any for their lives and damage to the asset on the news paper establishment. The society

has always decided against the entry of foreign media any shape in to the country.

Seminars

The society conducts seminars and workshops from time to time for its members publication.

The society also makes sure that the data bases of all the members is complied and put together

in the form of I N S hand book, which is regularly updated and maintained.

Modernization

To keep pace with technology the society has developed new software for making its core

functions fully automated which makes information dissemination easier to its members.

In olden days, news traveled by word of mouth. Kings and nobles spread news through

messengers and through proclamations which are read out in public places the newspapers we

know, today of in European origin, and it did not take its proper shape until the early part of 18 th

century.

There was a communication system in ancient India, which lacked both education and

transport. The rules had to communicate with the masses in one-way or the other. Ashoka the

greatest of Indian emperors had introduced his own method. The Imperial edicts were carried on

rocks and pillars during his time. Walls of temples are also used to draw news of pictures of

news with colours and were easily removable. Even his moral was propagated through the art of

painting

Chinese first made printing paper as early as a second century AD. They also discoveredthe art of painting. One of the earliest movable cast metal type printing machine was build up in

Europe in the middle of 5th century, by German, John Gutenberg in 1476, the first printing press

was set up in England by William



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Caxton in the street of London, a very rudimentary prototype of modern newspaper

appeared in the summer of 1521. It was called Cara

COMPANY PROFILE

A BRIEF HISTORY OF THE ORGANISATION

On March 26, 1934 the first Chandrika news paper was printed in a Muslim club at Tellichery.

CP. Mammukoya was the first Managing Director of Chandrika.A.K.Kunjhi Mayin Haji, Sayyid

Ummar Thangal and Pookoya Thangal were honored the Managing Director post. Chandrika

could experience the magical touching of these important personalities and then that chair was

controlled by Janab.Panakkad Sayyid Mohammadali Shihab Thangal, there were 9 board

members.

KK.Muhammed koya. Ex.MLA prof.K.V.Abdurahman, V.C.Aboobacker, C.H, Muhammed

Koya and C.K,Thanaur were the editors of Chandrika.Among them C.H.Muhammed koya was

the first Chief editor.

In the beginning Chandrika news paper was published in weekly. After that Chandrika daily

come to the people in every 3 days. Then it started to communicate regularly with the people in

1946, the Chandrika press shifted to Nadaavu, Calicut. It is registered with the name MUSLIM

PRINTING ANS PUBLISHING COMPANY. There after Chandrika press shifted premised to

its own building. Chandrika press is the most influential wing of Muslim Printing and Publishing

Company. It was an impressive journey which Chandrika had done from 1934to 2011.

Chandrika could make a position of its own in the competitive field of news paper media.MT.

Vasudevan Nair, c Radhakrishnan, UA. Khadhr, Punathil Kunjabdulla, M. Mukunthan were thepersons who become popularized through Chandrika daily.

Chandrika had opened a new edition in 1992 at Calicut Unit. The main objective behind that step

was to reach closer to the people with sincere and truthful interaction and to say more on

regional news. After that it opened a new edition at Kannur and Chandrika gave birth to the



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Mumbai edition, Mumbai edition was shifted to Dubai in 2004, In 2005 Chandrika starts to

publish at Trivandrum.

Other Publications

Chandrika weekly

Mahila Chandrika (womens magazine)

Bhala Chandrika (Childrens Magazine)

Union in Chandrika

There are two unions in Chandrika, not affiliated to any political party

o Journalist Union

o Chandrika press employees association

Work Force

At Calicut branch 125 permanent employees and 25 contract bases employees are working

Vision and Mission

The publication of Chandrika aimed at vision that a successful conversion of the people from the

illiterate Muslim community to literate

The Mission of the organization is uphold the minority progress

Welfare Measures for the Employees

The press providing both statutory and voluntary welfare measures to the employees very well as

the other companies does. This help to motivate them and giving more output. Some of measures

are, washing facilities, Canteen, Masjid, Quarters, Refreshing facilities. ESI for the employees



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who earning below 10000 p.m, as salary is Rs.150 as medical aids every month and no ESI for

the employees who earning more than R.s 10000.

ADMINISTRATION

CHANDRIKA is run by Muslim printing and publishing company. Its a 9 member body

with a chairman, and a secretary. At present Chandrika is published from 7 places, Kozhikode,Kochi, Trivandrum, Kannur, Malappuram, Dubai and Bahrain with head office at Kozhikode.

The supreme of administration is the General Manager and below his rank there were other

resident managers stationed at each of 6 units and a marketing manager. Managers of circulation,

Advertisement, Purchase, Production, Finance and Editorial should report to the respective

Resident Managers.



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LITERETURE REVIEW

Title: Changing Customer Mind

Description: In todays competitive market place its hard to differentiate your product and

service offerings from your competition. The technology available to both you and your

competitors has made it easier to duplicate each others products and services. Because of this,

its difficult to rely on features alone to differentiate your company from the competition.

Excellent customer service is one of the few ways to achieve a sustainable competitive advantage

the value of satisfaction is often underestimated. An essential part of assessing satisfaction

includes identifying dissatisfaction. Dissatisfied customers and prospects often hold the

information you need to succeed. Understanding when and why dissatisfaction occurs helps youimplement changes to gain new customers and retain old ones.

By: Adam Philip

Date: 1998

Publication: Dommins House

Title: Customer Loyalty / Customer Relationship Management. Does it Work?

Description: Customer Loyalty (the relationship) is not defined as how customers perceive their

relationship with companies, as most often a customer rarely thinks they have any relationship

with any company. Customer relationship management is a popular concept but the concept itself

is actually its biggest barrier. The development of the Customer Relationship Management

(CRM) marketing practice has made more and more people realize the importance of strong

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customer relationship in building sustainable competitive advantages where their markets

"perceive" this thus, generating sustainable profits in the long run.

By: Edward Williams

Date: 2001

Publication: McGraw Hill

Title: Pursuing Lost Customers

Description: Companies that routinely purge inactive customers from further contacts are

discarding a highly profitable source of future business. According to Terry Vavra, president of

Marketing Metrics, response rates to lost-customer survey usually average 35 to 50 percent. Not

only will they tell you what caused them to stop buying -- which allows you to rectify problems

in your operation -- many of these customers will soon start buying again, because you've

showed you care about their experience. Considering that one loyal customer spends about

$50,000 at a supermarket in the course of a decade and about $150,000 at a car dealer over a

lifetime, you really can't afford to let these people go!

By: Mathew Abrahim

Date: 1996

Publication: PHP

Title: Customer Experience Management: What your Customers do not tell you

You must have customer feedbackto get a pulse on how satisfied or dissatisfied your customers

are. Customers typically wont complain to you, if you dont receive complaints, you can still becertain some customers are silently fuming. In fact, about 96 percent of dissatisfied customers

never tell the company how they feel -- yet they each voice their complaint to an average of nine

(9) other people. Nevertheless, if customers' complaints are handled well by the company, about

90 percent do stay with the company after all. Thus it's key not only to satisfy customers who

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take the trouble to complain but also to actively invite and get that feedback.

By: Adam Happel

Date: 2001

Publication: Robinson Publication

DATA ANALYSIS AND INTERPRETATION

Table - 1

CLASSIFICATION BASED ON SEX

The table 1 describes the distribution of respondents based on their sex. The sex is classified as

male and female.

Sex Numbers Percentage

Male 119 79%

Female 31 21%

Total 150 100%

Interpretation

It is found from the table 1, that 79% of respondents who reads newspaper are male and 21%

of respondents are female.

It is concluded that a majority of 79% of the respondents are male.



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CHART 1.1

CHART SHOWING THE RESPONDENTS GENDER


0

30

40

50

0


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Table - 2

CLASSICATION BASED ON AGE

The table 2 describes the distribution of respondents based on their age. The age is classifieds asbelow 20, 20-30, 30-40, 40-50, and 50 years & above.


Age Numbers Percentages

Below 20 05 3%

20-30 23 15%

30-40 52 35%

40-50 52 35%

Above 50 18 12%

Total 150 100%


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Interpretation

It is found from the table 2, that 03% of respondents are at the age group of below 20 years,

15% of respondents were under the age group of 20-30 years, 35% of respondents were under

the age group of 30-40 years, 35% of respondents were under the age group of 40-50 years and

12% of respondents were under the age group of above 50 years.

It is concluded that a maximum of the respondents were in 30-40 years and 40-50 years.

CHART 2.1

CHART SHOWING ON THE BASIS OF AGE



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Table 3

CLASSIFICATION BASED ON INCOME LEVEL



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The table 3 describes the distribution of respondents based on their salary (Rs) per month. The

salary (Rs.) per month is classified as below Rs 5000, Rs 5000-10000, Rs.10000-15000, Rs.

15000-20000 and above Rs 20000

Interpretation

It is the found from the table 3 that 02% of respondents were under the income group below

5000, 32% of respondents were under the income group 5000-10000, 33% of respondents were

under the income group 10000-15000, 28% of respondents were under the income group 15000-

20000 and 05% of respondents were under the income group above 20000.

It is concluded that a maximum of 33% of the respondents salary are at Rs. 10000-15000.

CHART: 3.1

CHART SHOWING THE RESPONDENTS INCOME LEVEL


Income level Numbers Percentage

Below 5000 03 02%

5000-10000 48 32%

10000-15000 50 33%

15000-20000 42 28%

Above 20000 07 05%

Total 150 100%


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2%

32%33%

28%

5%

0%

5%

10%

15%

20%

25%

30%

35%

percentages

Below 5000 5000-10000 10000-15000 15000-20000 Above 20000

income level

Table - 4

CLASSIFICATION BASED ON OCCUPATION

The table 4 describes the distribution of respondents based on their occupation. The occupation

is classified as Business, Govt: employees, Student, Farmer and Others.



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Occupation Numbers Percentage

Business 41 27%

Govt: employees 63 42%

Student 04 03%

Farmer 12 08%

Others 30 20%

Total 150 100%

Interpretation

It is found from the table 4, that 27% of respondents were under the occupation group of

business, 42% of respondents were under the occupation group of Govt: employees, 03% of

respondents were under the occupation group of student, 08% of respondents were under the

occupation group of farmers and 20% of respondents were under the occupation group of others.

It is concluded that a maximum of 42% of the respondents are Govt: employees,03% ofrespondents were under the occupation group of student,08% of respondents were under the

occupation group of farmers and 20% of respondents were under the occupation group of others.

It is concluded that a maximum of 42% of respondents are govt: employees.

CHART: 4.1

CHART SHOWING THE RESPONDENTS OCCUPATION



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27%

42%

3%

8%

20%

0%

5%

10%

15%20%

25%

30%

35%

40%

45%

Business Govt: employees Student Farmer Others

Occupation of respondents

Percentages


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Table - 5

CLASSIFICATION BASED ON PURCHASING PLACE

The table 5 describes the distribution of respondents based on the purchasing place. The

purchasing place is classified as book stall, news agents, street seller, retail shop and others.

Place Number Percentage

Book stall 04 03%

News agents 142 95%

Street seller 02 01%Retail shop 02 01%

Others 00 00%

Total 150 100%

Interpretation:

It is found from the table 5, that 03% of respondents were under the group book stall, 95%

of respondents were under the group of news agents, 01% of respondents were under the group

of street seller, 01% of respondents were under the group of retail seller and 00% of respondents

were under the group of others.



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It is concluded that a majority of 95% of respondents are coming under the group news

agents

CHART: 5.1

CHART SHOWING THE PURCHASING PLACE OF RESPONDENTS


3%

95%

1% 1% 0%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Book stall News agents Street seller Retail shop Others

Purchasing place

P

ercentages


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SUBSCRIBING FACTOR:

The table 6 describes the distribution of respondents based on the subscribing factor of

the particular news paper. The subscribing factor is classifieds as more local news coverage,more sports & arts news, good printing & photos, more national & international news and others.

Table - 6

REASON FOR SUBSCRIBING THE PARTICULAR NEWS PAPER

Reasons Numbers Percentages

More local news coverage 69 46%

More sports & arts news 09 06%

Good printing & photos 42 28%

More national & international

news

28 19%

Others 02 01%

Total 150 100%

Interpretation



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It is found from the table 6, that 49% of respondents are under the group of more local

coverage, 06% of the respondents are under the group of more sports & arts news, 28% of the

respondents are under the group of good printing & photos, 19% of the respondents are under

the group of more national & international news and 01% of the respondents are under the

group of others.

CHART: 6.1

CHART SHOWING THE RESON FOR SUBSCRIBING NEWS PAPER

Numbers

69

9

42282

150

More local news

coverage

More sports & arts

news

Good printing &

photos

More national &

international news

Others

Total



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REASON FOR READING:

The table 7describe the distribution of respondents based on the reason for reading more

than one news paper. It is classified as less local news, less national news, less employment

news, less business news, others.

Table - 7

REASON FOR READING MORE THAN ONE NEWS PAPER


Reasons Numbers Percentages

Less local news 09 06%

Less national news 39 26%

Less employment news 28 19%

Less business news 18 12%

Others 44 29%

Total 138 100


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Interpretation

It is found from the table 7, that 06% of the respondents are under the group of less local

news, 26% of the respondents are under the group of less national news, 19% of therespondents are under the group of less employment news and 29% of the respondents are

under the group of others.

It is concluded that a maximum of 29% of respondents are under the group others.

Table-7.1

CHART SHOWING REASON FOR READING MORE THAN

ONE NEWS PAPER



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0

20

40

60

80

100

120

140

9 6%

Less national news

Less employment news

Less business news

Others

Total

PURCHASING DECISION:

The table 8 describes the distribution of respondents based on the purchasing decision. It is

classified as own self, family members, children, friends and others.

Table - 8

CLASSIFICATION BASED ON PURCHASING DECISION



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Interpretation

It is found from the table 8, that 77% of respondents are under the group own self, 22% of

respondents are under the group family members, 01% of respondents are under the group

children, 00% of respondents are under the group friends and 00% of respondents are under

the group others.

It is concluded that a majority of 77% of respondents are under the group own self.


Decision by Numbers Percentage

Own self 115 77%

Family members 33 22%

Children 02 01%

Friends 00 00%

Others 00 00%

Total 150 100%


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CHART: 8.1

CHART SHOWING THE PURCHASIDECISION OF RESPONDENTS


77%

22%

1% 0% 0%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Own self Family members Children Friends Others

Decision taking person

Per

centages


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ATTRACTIVE ENTERTAINMENTS

The table 9 describes the distribution of respondents based on the attractive

entertainments. It is classifieds as coupons, discounts, contests, competitions, others.

Table - 9

INFORMATION ABOUT MOST ATTRACTIVE

ENTERTAINMENT


Particulars Numbers Percentages

Coupons 15 10%

Discounts 14 09%

Contests 58 39%

Competitions 15 10%

Others 48 32%

Total 150 100%


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Interpretation

It is found from the table 9, that 10% of respondents are under the group coupons, 09%

of respondents are under the group of discounts, 39% of respondents are under the group ofcontests, 10% of respondents are under the group of competitions and 32% of respondents are

under the group of others.

It is concluded that a maximum of 39% of respondents are under the group of contests.

CHART: 9.1

CHART SHOWING ABOUT THE MOST ATTRACTIVE ENTERTAIMENT



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IMPORTANT ADVERTISEMENT


10%9%

39%

10%

32%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Coupons Discounts Contests Competitions Others

Attractive entertainments

Percentages


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The table 10 describes the distribution of respondents based on the important advertisements.

It is classified as classifieds, legal ads, employment, general ads and others.

Table - 10

INFORMATION ABOUT IMPORTANT ADVERTISEMENTS



Classifieds 11 07%

Legal ads 25 17%

Employment 27 18%

General ads 80 53%

Others 07 05%

Total 150 100%


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Interpretation:

It is found from the table 10, that 07% of respondents are under the group of

classifieds, 17% of respondents are under the group of legal ads, 18% of respondents areunder the group of employment, 53% of respondents are under the group of general ads and

05% of respondents are under the group of others.

It is concluded that a majority of 53% of respondents are under the group of general

ads.

CHART: 10.1

CHART SHOWING ABOUT THE IMPORTANT ADVERTISEMENTS


7%

17%18%

53%

5%

0%

10%

20%

30%

40%

50%

60%

percentages

classifieds Legal ads Employment General ads others

important ads


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MEDIA TO GET NEWS EASILY

The table 11 describes the distribution of respondents based on the Media using to get

news easily. It is classified as television, radio, news paper, internet and others.

Table - 11

INFORMATION ABOUT MEDIAS TO GET NEWS EASILY


Television 63 42%

Radio 09 06%

News paper 78 52%

Internet 00 00%

Others 00 00%

Total 150 100%



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Interpretation


television, 06% of respondents are under the group of radio, 52% of the respondents areunder the group of news paper, 00% of the respondents are under the group of internet and


It concluded that a majority of 52% of respondents are under the group of news paper.

CHART 11.1

CHART SHOWING ABOUT MEDIA TO GET NEWS EASILY



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42%

6%

52%

0% 0%0%

10%

20%

30%

40%

50%

60%

Television Radio News paper Internet Others

Easily getting news media

Per

centages


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IMPORTANCE OF CINEMA & CLASSIFIED ADVERTISEMENTS:

The table 12 describes the distribution of respondents based on the information about

importance of cinema & classified ads in news paper. It is classified as highly necessary,

necessary, moderately necessary, not necessary and highly not necessary.

Table 12

INFORMATION ABOUT IMPORTANCE OF CINEMA AND CLASSIFIED

ADVERTISEMENTS



Highly necessary 07 05%

Necessary 63 42%

Moderately necessary 27 18%

Not necessary 41 27%

Highly not necessary 12 08%

Total 150 100%


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Interpretation

It is found from the table 12, that 05% of respondents are under the group of highly necessary,

42% of respondents are under the group of necessary, 18% of respondents are under the group

of moderately necessary, 27% of respondents are under the group of not necessary and 08%

of respondents are under the group of highly not necessary.

It is concluded that a maximum of 42% 0f respondents are under the group necessary.

Table-12.1

CHART SHOWING ABOUT IMPORTANCE OFCINEMA AND CLASSIFIEDS

ADVERTISEMENTS



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0

20

40

60

80

100

120

140

160

Highly necessary

Necessary

Moderately necessary

Not necessary

Highly not necessary

Total

Table 13

INFORMATION ABOUT SPECIAL ARTICLES

The table 13 describes the distribution of respondents based on the special articles. It is

classifieds as puzzles, comic, cartoons, menus and not interested.



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Puzzles 17 11%

Comics 07 05%

Cartoons 25 17%

Menus 11 07%

Not interested 90 60%

Total 150 100%

Interpretation

It is found from the table 13, that 11% of respondents are under the group of puzzles, 05%

of respondents are under the group of comics, 17% of respondents are under the group of

cartoons, 07% of respondents are under the group of menus and 60% of respondents are

under the group of not interested.

It is concluded that a majority of 60% of respondents are under the group of not interested.

CHART: 13.1

CHART SHOWING ABOUT THE SPECIAL ARTICLES



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11%

5%

17%

7%

60%

0%

10%

20%

30%

40%

50%

60%

70%

Puzzles Comics Cartoons Menus Not interested

Importance of special articles

Percentages


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Table - 14

INFORMATION ABOUT PHOTOS RELATED TO NEWS

The table 14 describes the distribution of respondents based on the information about

photos related to news. It is classified as highly required, required, moderately required,

not required and highly not required.



Highly required 36 24%

Required 105 70%

Moderately required 04 03%

Not required 05 03%

Highly not required 00 00%

Total 150 100%


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Interpretation

It is found from the table 14, that 24% of respondents are under the group of highly

required, 70% of respondents are under the group of required, 03% of respondents are under

the group of moderately required, 03% of respondents are under the group of not required and

00% of respondents are under the group of highly not required.

It is concluded that a majority of 70% 0f respondents are under the group required.

CHART: 14.1

CHART SHOWING ABOUT PHOTOS RELATED TO NEWS



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CONTESTS

The table 15 describes the distribution of respondents based on the readers preference about

contests. It is classified as local & national news, cinema & arts, sports & games,

advertisement & business and employment & education news.

Table 15


24%

70%

3% 3%0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Highly required Required Moderately

required

Not required Highly not

required

Importance of photos related with news

Percent

ages


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READERS PREFERENCE ABOUT CONTESTS


Local/National news 78 52%

Cinema & arts 03 02%

Sports & games 11 07%

Advertisement & business news 25 17%

Employment & education news 33 22%

Total 150 100%

Interpretation

It is found from the table 15, that 52% of respondents are under the group local & national

news, 02% of respondents are under the group of cinema & arts news, 07% of respondents are

under the group of sports & games news, 17% of respondents are under the group of

advertisement & business news, and 22% of respondents are under the group of employment

& education news.

It is concluded that a majority of 52% of respondents are under the group of local & national

news.

CHART.15.1

CHART SHOWING READERS PREFERENCE ABOUT CONTESTS



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TECHNICAL ASPECTS

The table 16 describes the distribution of respondents based on the technical aspects of

news papers. It is classified as printing, lay out, pictograph, photos and design.

Table - 16

INFORMATION ABOUT TECHNICAL ASPECTS



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Interpretation

It is found from the table 17, that 30% of respondents are under the group of printing, 18%

of respondents are under the group layout, 15% of respondents are under the group of

pictograph, 21% of respondents are under the group of photos and 16% of respondents are

under the group of design.



Printing 45 30%

Layout 27 18%

Pictograph 23 15%

Photos 31 21%

Design 24 16%

Total 150 100%


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It is concluded that a maximum of 30% of respondents are under the group of printing.

CHART: 16.1

CHART SHOWING ABOUT THE TECHNICAL ASPECTS

30%

18%

15%

21%

16%

0%

5%

10%

15%

20%

25%

30%

35%

Printing Layout Pictograph Photos Design

technical aspects

percentages



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Table - 17

INFORMATION ABOUT MEDIA DEPEND UPON

MORE FOR KNOWING NEWS

The table 17 describes the distribution of respondents based on the Media using to get

news easily. It is classified as television, radio, news paper, internet and others.


Television 63 42%

Radio 09 06%

News paper 78 52%

Internet 00 00%

Others 00 00%

Total 150 100%

Interpretation


television, 06% of respondents are under the group of radio, 52% of the respondents are



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under the group of news paper, 00% of the respondents are under the group of internet and


It concluded that a majority of 52% of respondents are under the group of news paper.

CHART: 17.1

CHART SHOWING ABOUT DEPENDING MEDIA MORE FOR KNOWING

NEWS



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NEWS PAPER PRICE


42%

6%

52%

0% 0%

0%

10%

20%

30%

40%

50%

60%

Television Radio News paper Internet Others

Dependence upon more for knowing news

Percentages


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The table 18 describes the distribution of respondents based on the todays news paper price.

It is classified as very high, high, moderately high, less and very less.

Table - 18

INFORMATION ABOUT TODAYS NEWS PEPER PRICE



Very high 07 05%

High 105 70%

Moderately high 33 22%

Less 05 03%

Very less 00 00%

Total 150 100%


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Interpretation

It is found from the table 18, that 05% of respondents are under the group of very

high, 70% of respondents are under the group of high, 22% of respondents are under the groupof moderately high, 03% of respondents are under the group of less and 00% of respondents

are under the group of very less.

It is concluded that a majority of 70% of respondents are under the group of high.

CHART -18.1

CHART SHOWING ABOUT TODAYS NEWS PEPER PRICE

0

20

40

60

80

100

120

140

160

7 5%

High

Moderately high

Less

Very less

Total



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SUBSCRIBING YEARS

The table 19 describes the distribution of respondents based on the subscribing years. It is

classified as recently, 1 to 3 years, 3 to 6 years 6 to 10 years and 10 & above.

Table 19

INFORMATION ABOUT SUBSCRIBING YEARS


Years Numbers Percentages

Recently 07 05%

1 to 3 years 21 14%

3 to 6 years 54 36%

6 to 10 years 42 28%

10 & above 26 17%

Total 150 100%


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Interpretation

It is found from the table 19, that 05% of respondents are under the group recently, 14%

of respondents are under the group 1 to 3 years, 36% of respondents are under the group of 3

to 6 years, 28% of respondents are under the group of 6 to 10 years and 17% of respondents

are under the group of 10 & above.

It is concluded that a maximum of 36% of respondents are under the group of 3 to 6 years.

CHART: 19.1

CHART SHOWING ABOUT SUBSCRIBING YEARS OF NEWSPAPER



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5%

14%

36%

28%

17%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Recently 1 to 3 years 3 to 6 years 6 to 10 years 10 & above

No: of subscribing years

Pe

rcentages


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ADDITIONAL PAGES & SUPPLIMENTS

The table 20 describes the distribution of respondents based on additional pages &

supplements. It is classified as special features, agricultural pages business pages,employment & education and others.

Table - 20

INFORMATION ABOUT ADDITIONAL PAGES & SUPPLIMENTS


special features 60 40%

Agricultural pages 11 07%

Business pages 28 19%

Employment & education 45 30%

Others 06 04%

Total 150 100%

Interpretation

It is found from the table 20, that 40% of respondents are under the group of special features,

07% of respondents are under the group of agricultural pages, 19% of respondents are under

the group of business pages, 30% of respondents are under the group of employment &

education and 04% of respondents are under the group of others.

It is concluded that a maximum of 40% of respondents are under the group of special features

CHART.20.1



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CHART SHOWING ABOUT ADDITIONAL PAGES & SUPPLIMENTS

0

20

40

60

80

100

120

140

160 special features

Agriculturalpages

Business pages

Employment &education

Others

Total

BUYERS SATISFACTION



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The table 21 describes the distribution of respondents based on buyers satisfaction with news

paper agents. It is classified as highly satisfied, satisfied, moderately satisfied, dis satisfied

and highly dis-satisfied.

Table - 21

INFORMATION ABOUT BUYERS SATISFACTION

Interpretation



Highly satisfied 07 05%

Satisfied 42 28%

Moderately satisfied 03 02%

Dissatisfied 83 55%

Highly dissatisfied 15 10%

Total 150 100%


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It is found from the table 21, that 05% of respondents are under the group of highly

satisfied, 28% of respondents are under the group of satisfied, 02% of respondents are

moderately satisfied, 55% of respondents are under the group of dis satisfied and 10% of

respondents are under the group of highly dis satisfied.

It is concluded that a majority of 55% of respondents are under the group of dis

satisfied.

CHART-21.1

CHART SHOWING ABOUT BUYERS SATISFACTION

0

20

40

60

80

100

120

140

160

Highly satisfied

SatisfiedModerately satisfied

Dissatisfied

Highly dissatisfied

Total



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DRAWBACKS OF NEWS AGENTS

The table 22 describes the distribution of respondents based on the drawbacks of the news

agents. It is classified as late delivery, misbehavior, non delivery some days, papers are not

properly placed and others.

Table - 22

INFORMATION ABOUT DRAW BACKS OF NEWS AGENTS



Misbehavior 02 03%

Non delivery some days 25 37%

Papers are not properly placed 22 33%

Others 05 07%


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Interpretation

It is found from the table 22, that 20% of respondents are under the group of late

delivery, 03% of respondents are under the group of misbehavior, 37% of the respondents are

under the group of non delivery some days, 33% of the respondents are under the group of

papers are not properly placed and 07% of respondents are under the group of others.

It concluded that a maximum of 37% of respondents are under the group of non delivery

some days.

CHART-22.1

CHART SHOWING ABOUT DRAW BACKS OF NEWS AGENTS



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0

5

10

15

20

25

Mis behavior

Non delivery somedays

Papers are notproperly placed

Others

FINDINGS

1. The majority of the respondents are comes from males.

2. A maximum of the respondents were in 30-40 years and 40-50 years.

3. A maximum respondents salaries are at Rs. 10000-15000.

4. A maximum of the respondents are Government employees.



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5. A majority of respondents are buying news paper from the news agents.

6. A maximum of respondents are reading more than one newspaper because of less

national news in particular daily.

7. A maximum of 39% of respondents are interesting in entertainments like contests,

competitions etc.

8. A maximum of respondents are told that cinema & classifieds are important in

newspapers.

9. A majority of respondents are told that photos are required with news.

10. A majority of respondents are giving preferences to the local & national news.

11. A maximum of respondents are started for subscribing newspaper in between 3

years to 6 years.12. A maximum of respondents are interested in additional pages & supplements like

special features, agricultural pages, etc.

SUGGESTIONS

1. The important aspect for satisfaction of he consumer in newspaper is timely delivery of

the newspaper so news paper should be timely delivered without any fail.

2. The study has clearly established that local news coverage is the most preferred factor on

the part of readers. The sentiments of the local people have to be brought to the forefront



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to attract the attention of the authorities concerned. Persons, places of local important

should find their place on news paper.

3. The study under lines the importance of more national & international news, business &

sports news. They are to be included to be satisfying the varied needs of different segments of

the readers.

4. To increase circulation in rural areas more and more news item related to them are to be

produced. In this regard, more reporters are to be employed so that they can search for news

from different walks of life

5. From the study it has been found that majority of readers are interested in contests,

competitions and coupons etc. they help to make response of a huge audience and makesthem friendly mind towards the paper. The paper may conduct competitions, contests, and

coupons extensively to stimulate quick response from a large number of people.

6. Majority of readers is very much interested in special features. Therefore special attention to

be put on publishing features

7. The study brings out the importance of the use of colours in printing. Readers suggest the

use of more colours to make the paper attractive and pleasing. Use of colours shouldnt be

confined to ads only as it was done earlier. They have to be extenuated to newsworthy photos,

even to news columns.

8. The study stress on the advanced technology in printing. Advanced printing technology

should be used to give the news paper a new look.

9. Clarity of letters and arrangement of colours are the main factors to be maintained. The

organization should keep place with latest trends in the printing.



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10. The study reveals that the importance of various types of campaigns for increasing

circulation. The company should formulate a selling promotion mix viz. catching ads, dealer

promotion and publication campaign etc.

11. The study has been found that television is the most effective media for advertising on news

papers. Increase the ads of newspaper on television.

12. Introduce additional pages and supplements along with paper. With special reference to

employment and educational pages, sports pages, agricultural pages and free application forms

etc.

13. The study reveals that electronic media have strong influence on newspapers. Internet edition

of newspaper is more common today. The company may start it to improve competitive strength.

14. Sample copy may be supplied in low circulated areas to build awareness and to motivate the

readers to subscribe the paper.

CONCLUSION

The study reveals the various aspects related to the readers buying habits and tastes and

suggestions to improve the circulation of newspaper.



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Malayalam newspapers play a vital role in the life of Kerala people. This study identifies the

reason for reading or subscribing a particular newspaper, which may mainly be attributed to

reliability of local news. And reason for reading more than a paper is for knowing more national

news.

It has clearly been established that Malayala Manorama is the market leader in Kerala.

Majority of buyers or subscribers (95%) gets newspaper from news agents. Late delivery and

non delivery were the main reason of dissatisfaction of buyers. Readers think newspaper ads

useful, especially general ads and educational ads. Cartoons and comics are the most preferred

special articles. Most of respondents were very much interested in special type of features.

Majorities are of the opinion that use of colors in printing. Some of readers prefer local news to

other contests in the newspaper. Impartial and reliable mind towards news were found to be

important function of newspaper. Printing, layout and photos are to be maintained in a

newspaper. Circulation can be increased with the help of newsagents. Out of total agents

interviewed, suggest ad campaign to be the effective method for improving circulation. Most of

respondents suggested television as the effective media for advertising newspaper. The study

underlines the importance of promotional schemes for newsagents. Some other respondents

opinion that electronic media is seen as influencing newspapers. Frequent price hike is found to

be affecting circulation badly. Impartial approach towards news is the main suggestion by

respondents. The important aspect for satisfaction of he consumer in newspaper is timely

delivery of the newspaper so news paper should be timely delivered without any fail.

BIBLIOGRAPHY



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BOOKS

1. PHILIP KOTLER, 1998. Marketing management (9th edition), Newdelhi: Ashok

K.Ghosh, prentice-hall of India private limited.

2. C.R.KOTHARY, 1997. Research Methodology- Methods and Techniques (2nd edition),

Wishwa Prakashan, ansari road, new delhi

3. Malayala Manorama year book 2000, millennium edition.

4. Malayala Manorama year book 2007.

5. S.P.GUPTA, Statistical methods

WEB SITES:

www.chandrikaonline.com

www.Indiannewspaperindustry.com

QUESTIONNAIRE

http://www.chandrikaonline.com/http://www.indiannewspaperindustry.com/http://www.chandrikaonline.com/http://www.indiannewspaperindustry.com/


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1. Name :

2. Gender : Male Female

3. Age : Below 20 20-30 30-40

40-50 Above 50

4. Monthly income : Below 5000 5000-10000 10000-15000

150000-20000 Above 20000

5. Occupation : Business Govt. employee Student

Farmer Other

6. From where do you buy the newspaper?

Book stall Agent Street seller

Retail shop others

7. Who make newspaper purchase decision?

Own self Family members Children



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Friends & colleague Others

8. In terms of given factors what made you subscribe the particular daily?

More local news coverage More sports & arts news

Good printing &photography More national & international news

Editorial Others

9. Do you read more than one daily: Yes/ No.

If yes, what are the defects in Chandrika news paper?

Less local news Less national news Less employment news

Less business news Others

10. Which entertainments attract you most in the Chandrika newspaper?

Coupons Discount Contents

Competitions Others

11. Which type of ads do you require more in a newspaper?

Classifieds Legal ads Employment



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General ads Others

12. Which media do you prefer get news daily?

Television Radio News paper

Internet Others

13. Do you think that cinema & classified ads are must in Chandrika newspaper?

Highly necessary Necessary Moderately necessary

Not necessary Highly not necessary

14. Do you require more photos related to news?

Highly required Required Moderately required

Not required Highly not required

15. Give your opinion about which contest is given more importance in newspaper?

Local/National news Cinema & Art Spots & Games

Advertisement & Business news Employment & Education news

16. From how many years did you subscribe?

Recently 1 to 3 Years 3 to 6 Years

6 to 10 Years 10 Years & above

17. (a) Do you require any help from newspaper office for increasing circulation ?

Yes/ No



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(b) If yes which type of help

Adequate training Proper supervision Sufficient reward

Inducements Others

18. What are methods according to you, which may be suggestible to increase subscription

copy?

Use simple language Honest reporting

Additional pages supplements

19. From the following which is the most effective method for increasing the circulation?

Advertisement Free gift with the paper

Discount cards & Insurance Give free copies for a short period

Others

20. Have other media advertising influenced the increasing newspaper copy?

Television Radio Screen slides

Internet Other publications

Thanks and Regards

chandrika project

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