A STUDY ON CONSUMER PREFERENCE TOWARDS THE HINDU NEWSPAPER

BY
V.YOGALAKSHMI
412411631057

of
SRI SAIRAM INSTITUTE OF TECHNOLOGY
A SUMMER PROJECT REPORT

Submitted to the
FACULTY OF MANAGEMENT SCIENCES
In partial fulfillment of the requirements
for the award of the degree
of
MASTER OF BUSINESS ADMINISTRATION
ANNA UNIVERSITY
Chennai 600 025
August 2012

SRI SAI RAM INSTITUTE OF TECHNOLOGY

SAI LEO NAGAR, WEST TAMBARAM CHENNAI-44

BONAFIDE CERTIFICATE

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

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

Prof.C.R.SENTHILNATHAN

V.SELVAKUMAR

(PROJECT GUIDE)

(HOD MBA)

ACKNOWLEDGEMENT
I am thankful to the management of Sri Sai Ram Institute Of Technology which has
imparted me sufficient knowledge and confidence to complete this project in the field training.
I wish to express my deep sense of gratitude and indebtedness to our Chairman
MJF.Ln.Leo Mutu, Dr. Palani Kumar- Principal Of Sri Sai Ram Institute Of Technology
Chennai.

Mr.V.R.Rajamanickam- Director of Sri Sai Ram Group of Institutions,- for

granting me permission to carry out this project on service quality.

Im highly obliged to our beloved Dr.K.Maran (Director) for his encouragement and
constant support throughout the project.
My sincere regards and always due to our head of the department, Mr.V.Selvakumar, Sri
Sai Ram Institute Of Technology, for their continuous support and motivation.
I extend my heartfelt thanks and deep sense of gratitude to my guide
Mr.C.R.Senthilnathan, Assistant Professor, Sri Sai Ram Institute Of Technology, For
guiding me in all works in a kind manner and enabling me to march towards the successful
finshing of this project.
Im very grateful to all the faculty members of the department of management studies for
their encouragement and kind-hearted advice.
Im also thankful to Ms.Chitradevi Deputy General Manager of The Hindu for
offering me a project in their esteemed organization and having guided me in the organization.
Finally I thank my family members and friends who helped me in all possible ways to
make this project a success.

YOGALAKSHMI.V

II

ABSTRACT
Newspaper is a publication that appears regularly and frequently. It carries news about a
wide variety of current events. The newspaper publishes have an overall control by its business
and news operations. The Hindu Indias national newspaper since 1878 published by certain and
sons limited, Chennai India. The English languages daily with a net paid circulation of 1.18
million (ABC July Dec 2008 and a consumership of 4.06, million (NRs 2006) is the best
described as classic yet contemporary. Three edition of the newspaper Chennai, Hyderabad and
Delhi are available in digital form at this first stage. They are available for viewing at 6.00am
Indian Standard Time (1st) every day. Access is free for new but well required registering online.
To understand the existing preference of the customers. This study is done to understand
to existing preference of the customer. It helps to study the consumer preference towards The
Hindu Newspaper. And to know the consumer preference towards supplement issued by the
Hindu. Maximum 71% of the respondents preferring The Hindu newspaper belong to male
category. Maximum 38% of student category prefers to read The Hindu Newspapers.
Maximum 73% of the respondents prefer yes to read The Hindu Newspapers. Maximum 39%
of the respondents prefer to read The Hindu Newspapers. Maximum 35% of the respondents
prefer to read daily The Hindu Newspaper. Maximum 38% of the respondents prefer to read
The Hindu Newspaper is good. Maximum 41% of the respondents prefer to read The Hindu
Newspaper for sports.
Most of the consumers expressed dissatisfaction over the number of advertisement both
commercial and cinema should be taken by the publishers to reduce the advertisement coverage
and add more sports news, IT news, job opportunities etc. Newspapers play an important role in
our day-to-day life. They have contributed not only for the growth of democracy in a country but
also for development of the economy. Indian newspapers enjoy large circulations.

III

TABLE OF CONTANTS
ACKNOWLEDGEMENT

ABSTRACT

II

TABLE OF CONTENTS

III

LIST OF CHARTS

IV

CHAPTER NO.
I

II

TITLE
INTRODUCTION
INTRODUCTION TO THE STUDY
PROFILE OF THE HINDU NEWSPAPER

1
2

NEED FOR THE STUDY

OBJECTIVE OF THE STUDY

SCOPE OF THE STUDY

REVIEW OF LITERATURE

10

RESEARCH METHODOLOGY

12

TOOLS FOR ANALYSIS

14

LIMITATION OF THE STUDY

15

DATA ANALYSIS AND

INTERPRETATION
PERCENTAGE ANALYSIS

III

PAGE NO.

16

FINDINGS AND SUGGESTIONS

FINDINGS

32

SUGGESTIONS

33

CONCLUSION

34

APPENDIX
REFERENCES

35

IV
5

LIST OF CHARTS

TABLE
NO.

TITLE

PAGE NO.

1
2
3
4
5
6
7

AGE OF THE RESPONDENTS

GENDER OF THE RESPONDENTS
OCCUPATIONS
THE HABIT OF READING NEWSPAPER
NEWSPAPER TO READ
READ THE HINDU NEWSPAPER
THE QUALITY OF INFORMATION OF THE HINDU
WHEN COMPARED TO OTHER NEWSPAPERS
THE HINDU NEWSPAPER IS THE ONE YOU LIKE THE
MOST
RELIABLE IS THE INFORMATION OF THE HINDU
NEWSPAPER
SUPPLEMENTS COPY OF THE HINDU YOU LIKE THE
MOST
CHOOSE NEWSPAPER RATHER THAN ANY OTHER
MEDIA
THE HINDU NEWSPAPER LACKS
THE HINDU NEWSPAPER LACKS IN COVERING
LOCAL NEWS OR ANY OTHER INFORMATION THAN
ANY OTHER NEWSPAPER
THE HINDU HAS RELEVANT INFORMATION FOR
ALL AGE GROUPS
THE HINDU NEWSPAPER AT FREE OF COST THEN
WHAT WILL BE YOUR FREQUENCY OF READING
THE HINDU ADDS VALUES TO YOUR KNOWLEDGE

16
17
18
19
20
21
22

8
9
10
11
12
13

14
15
16

23
24
25
26
27
28

29
30
31

CHAPTER I
INTRODUCTION

INTRODUCTION TO THE STUDY

Media in India, experience newspaper media, are undergoing significant changes in the
current liberalized environment.

Newspaper is a publication that appears regularly and

frequently. It carries news about a wide variety of current events. The newspaper publishes have
an over all control by its business and news operations

The press is the Guardian Angel of Democracy. A forceful and prosperous press is
the guarantor of popular rights. . To most people The press means the daily newspaper, but
although re-eminent in influence daily newspapers is only a small part of the press & is usually
applied to the publications devoted mainly for recording current events and the term
periodicals to magazines, reviews to journals.

In reality the press is a private industry and a public service. No other force in public life
operates so persistently and extensively in its range of appeal. The scope of this subject of appeal
and matter as so does the press. Newspapers have a unique dimension of social responsibility,
which means the newspaper industry is different from every other industry. But business success
is vital to this industry as to any other.

According to the recorded facts the first newspaper of the world was published in China
around 1000 years ago. It meant News of the Capital. The second newspaper of the world was
the Acto Divra which meant, Daily happening in Greek. There are the oldest two
newspapers in the pre-recorded history.
The first newspaper of the world was the Morning Post which was started in London in
the year 1772 followed by this another newspaper The London Times started in publications.

PROFILE OF THE HINDU NEWSPAPER

8

FOUNDER
CO-FOUNDER
LEGAL ADVISOR

SUBRAMANIAN IYER IN 1878

VEERA RAGHAVACHARIAR
KASTURI IYENGAR (LATER PURCHASED

WEEKLY NEWSPAPER
DAILY NEWSPAPER
NET PAID CIRCULATION
CONSUMERSHIP
ANNUAL TURNOVER
ONLINE EDITION
PRINTING MAIN EDITION
PRINTING CENTER

IT IN 1905)
1878
1889
1 MILLION COPIES
3 MILLIONS
4 BILLIONS
1995
CHENNAI
COIMBATORE, BANGLORE, MADURAI,
HYDREBAD, NEW DELHI, KOCHI,
THIRUVANANTHAPURAM, VIJAYAWADA,
MANGLORE, TRICHY.

Supplements
On Mondays

Metro Plus

Education Plus

On Tuesdays

Young World, an exclusive childrens supplement

Metro Plus

On Wednesdays

Opportunities

Metro Plus

On Thursdays

Metro Plus

NXg

On Fridays

Friday Review

Metro Plus weekend

On Saturdays
9

Metro Plus

Property Plus

On Sundays

Weekly Magazine covering social issues, art, literature, gardening, travel health,
cuisine, hobbies etc.

Literary Review, every first Sunday

Classifieds

Cinema Plus

Metro Plus
Metro plus throws the spotlight on what happening in the city, events Music Heritage,
Life style, people, fashion, Dining out and sport are the broad categories finding expression on
this supplements pages. Capturing the pulse of the city and its changing lifestyle, its later for
the information and entertainment needs of cross section of consumers.

Education Plus
A plus is always welcome. It is that extra value that makes good thing better. Education
plus comes to you every Monday with the promise of that bonus, whether you are a student just
entering higher secondary school or a college graduate hoping to get the first break after leaving
campus or simply someone who is keen to keep pace with what is happening in
education. Education plus will present and analyses trends in education, provide pointers, and
above all, inform.

Property plus
Indias property sector is a vibrant and growing area with new initiatives being taken by
government the construction industry, architects and developers to transform the landscape.
Property plus features each week articles, reviews and special columns on the many facts that
more these dramatic changes.

History of the Hindu Newspaper

10

The first issue of the Hindu was published on September 20 1878, by a group of six
young men, led by G. Subramanian Ayer, a radical social reformer and school teacher
from Thiruvaiyyar near Thanjavur.

Initially printing 80 copies a week at the Srinidhi Press in Mint Street, Black Town, The
Hindu was published every Wednesday as on eight page paper. After a month with the Srinidhi
Press, the newspaper as for printing shifted to the Scottish press, also in Black Town. The earliest
available issue of the paper is dated June 21, 1881. In1881 the Hindu moved to Ragunada Raus
The

Hindu

press

of

Mylapore,

planning to

make the paper

tri

weekly appearing every Monday, Wednesday and Friday evening but maintaining the same size
as before. The paper moved to rented premises at 100 Mount Road on December 3, 1883. The
newspaper started printing at its own press there, Christened The National Press established on
borrowed capital as public subscriptions were not forth coming. The building itself became the
Hindu in 1892 after the Maharaja of Vizianagaram, Ananda Gajapathi Raja, gave the national
press a loan both for the building and to carry out needed expansion. The Hindu Home till 1939,
there issued a guard - size paper with a front page full of advertisements - a practice that came to
an end only in 1958 when it followed the lead by its idol, the pre-Thomson Times and three
back papers also at the service of the advertiser. In between, there were more views than news. It
was headed by G.Kasturi from 1965 to 1991. N. Ravi from 1991 to 2003, and by his brother N.
Ram since June 27th 2003. The present era is that of information which is available as right time
to the right person

The Hindu
The Hindu Indias national newspaper since 1878 published by certain and sons limited,
Chennai India. The English languages daily with a net paid circulation of 1.18 million (ABC July

11

Dec 2008 and a consumership of 4.06, million (NRs 2006) is the best described as classic yet
contemporary.

It is known for the high quality of its journalism and excellent presentation. The
newspaper is printed at 12 cities in India. The Hindus Independent editorial stand and its
reliable and balance presentation of the New.
The Hindu user modern facilities for news gathering page composition and printing. It is printed
in twelve centers including the main edition at Chennai where the corporate office is bored.
The printing centres Chennai, Coimbatore, Bangalore, Madurai, Hyderabad, New Delhi, Vizag,
Thiruvanandapuram, Kochi, Vijayavada, Mangalore and Tiruchrapalli are connected with highspeed data lines for new transmission across the country.
The digital edition of the Hindu e-paper offers itself nothing less delivery online. You can see
each page as it appear in the print edition. This means all there ports, articles photographs and
other graphics have been organized and presented. You can also see the advertisement as they
appear on the page.
Three edition of the newspaper Chennai, Hyderabad and Delhi are available in digital
form at this first stage. They are available for viewing at 6.00am Indian Standard Time (1st)
every day. Access is free for new but well required registering online.

News Agencies
There are 4 main news agencies in India.

Press Trust of India (PTI)

12

United News of India (UNI)

Sam char Bharathi (SB)

Hindustan Sam char (HS)

While the Press Trust of India is supplying news in English, the other two are operating
through the medium of Hindi and other Indian languages. Since May 1982, the United News of
India has also launched a new service in Hindi and the credit line of UNIVARTA. Similarly
Press Trust of India has started in1986 a Hindi language news service called Press Trust of India
BHASHA.

Role of Newspapers to the Consumers

The power of the press is felt on consumers activities. The press has rightly been called
the Fourth Estate. Such an influential organ has to shoulder great responsibilities the power,
unless used with great care will cause server damage. The first and foremost duty of the press is
to furnish uncolored news, but at the same time; it should furnish news on all fields such as
science, economic, politics etc. The news should not be suppressed due to any reasons. Some
sensational newspaper now a days print unimportant and trivial news in the front pages, while
worldwide important news are not given place in the first page. Another great responsibility of
the press is to represent public opinion without fear or favors. As the press is called the eyes and
ear of the world, it has to keep an eye on what happens and reflects views of the people on those
happenings. The press is a medium not only to give news to the public but also to express the
public opinion.

The letters of the consumers published under Letters to the Editors, Yours Views etc.
Initiate debates on controversial issues. It will help definitely to bring out the best of it. Thus the
press is not only a mirror of what the people thinks, but it is also a source of guidance to the
common people.

13

NEED FOR STUDY

Many companies are aiming for high satisfaction because consumers who are just
satisfied still find it easy to switch when a better offer comes along. Those who are highly
satisfied are much less to switch. High satisfaction or delight creates an emotional bond
with the brand, not just, a rational preference. The result is high consumers loyalty.

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

suggest ways and means to improve the customer satisfaction.

14

OBJECTIVES OF THE STUDY

Primary
To study the consumer preference towards The Hindu Newspaper.

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

15

SCOPE OF THE STUDY

In the highly competitive media market.

The outcome of the study will help the

organization to understand the customer preference and to serve them in a better way.

The research focuses on the several features of the Hindu and in awareness, suggestion in
the market, which may help the company in further development of the newspaper.

16

REVIEW OF LITERATURE
According to Drucker (1954), the principle purpose of the business is to create satisfied
customers. Increasing customer satisfaction has to been found to lead to higher future
profitability (Anderson, Fornell, and Rust 1997), increased buyer willingness to pay price
premiums, provide referrals, and use more of the product (Reichheld1996; Anderson and
Sullivan 1993; Bolton 1998). Increased loyalty, in turn, has been found to lead to
increases in future revenue (Fornell 1992; Anderson, Fornell, and Lehmann 1994) and
reduction in the cost of future transaction (Reichheld 1996; Srivastava, Shervani, and
Fahey 1998). All of this empirical evidence suggests that customer satisfaction is
valuable from both a customer goodwill perspective and an organizations financial
perspective.
John O Shaughnessy (1987) marketing strategic is a broad conception of how resource
to be Delhi to achieve market success. The content for a marketing strategy shows how
the proposed key features of the films offering (products, price, promotion and
distribution) are intended to achieve the firm objectives.
A firms future profitability depends on satisfying customers in the present retained
customers should be viewed as revenue producing assets for the firm (Anderson and
Sullivan 1993; Reichheld 1996; Anderson and Mittal 2000). Empirical studies have
found evidence that

6 improved customer satisfaction need not entail higher costs, in

fact, improved customer satisfaction may lower costs due to a reduction in defective
goods, product re-work, etc. (Fornell 1992; Anderson, Fornell, and Rust 1997). However,
the key to building long-term customer satisfaction and retention and reaping the benefits
these efforts can offer is to focus on the development of high quality products and
services.
Customer satisfaction and retention that are bought through price promotions, rebates,
switching barriers, and other such means are unlikely to have the same long-run impact
on profitability as when such attitudes and behaviors are won through superior products
and services (Anderson and Mittal 2000). Thus, squeezing additional reliability out of a
manufacturing or service delivery process may not increase perceived quality and
17

customer satisfaction as much as tailoring goods and services to meet customer needs
(Fornell, Johnson, Anderson, Cha, and Everitt 1996).
Narasimha Rao P.V.L.National consumership survey (2005) press continues to grow
from time to time. Press adds 34 million consumers in the last 2years over the last 3 years
the number of consumers of dailies and magazines put together among those aged 15
years and above has grown from 179mn to 200mna growth of 4% every years.
Chrystal Szeto and Luis Jimenez (2005), new media offer consumers a wide array of
choices to access, disseminate and display all forms of information. Historically, new
media complemented rather than eliminated the older media. Is this pattern changing
with the more recent introduction of digital media/ what does market research tell us
about the preferences of todays consumers for electronic vs. paper media.
Rebekah (2006) Wade has remarked that the newspaper success would probably depend
more on free CDs and DVDs than on it journalists. Newspapers particularly hope that
CDs and DVDs will appeal to the young who are increasingly getting their news online.
Kathleen and Collins, The consumption of paid newspapers in the United States and
most other mature print news markets has been in slow but general decline throughout the
last four decades. Much of this decline has been precipitated by a variety of (usually)
free electronic news and information sources most notably radio, television and now the
internet. A recent addition to these sources is free newspapers, some introduced as
competitors to paid newspapers, others designed to encourage newspaper reading among
current non-readers. The impact of free newspapers on the market for paid print dailies
in four major United States markets is analyzed in terms of whether these two sorts of
products are competitors or complements.

18

RESEARCH METHODOLOGY
Research Design
o Research Design is descriptive as well as analytical.

Primary data collection

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

Technique of data collection

o The questionnaire has been designed and used to collect the needed primary data.
Both open ended and close ended questions were used.

Area of the study

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

Period of the study

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

Sources of Data
o The validity of any research is based on the data collected for the study. The present
research is based on both primary as well as secondary data. The primary data is
collected from the selected sample respondents in the study area. Simple random
sampling method was used in selecting the respondents.

Sample Size
o The sample size selected for the study is 100 respondents. The respondents are
selected by simple random sampling method.
19

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

Tools for analysis:

20

In order to analyze the consumer preference of respondents, the following tables of

analysis were used to obtain the various objectives of the study.

(i) Percentage analysis

Percentage refers to a special kind of ratio percentages are used in making comparing
between preferences, awareness and satisfaction with various other factors.

Observed data
Percentage =

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

LIMITATION OF THE STUDY

21

 The sample size is only 100.

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

22

CHAPTER II
DATA ANALYSIS
AND
INTERPRETATION

TABLE NO: 1

AGE OF THE RESPONDENTS

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Below 20

19

20

20 to 40

36

38

23

40 to 60

29

30

Above 60

12

12

Total

96

100

CHART NO: 1

NO.OFRESPONDENTS
100%
80%

NO.OFRESPONDENTS

60%
40%
20%
0%
Below20

20to40

40to60

Above60

INTERPRETATION
It is inferred that maximum of the respondents are in the age group 21 to 30 years 36%
who read The Hindu news paper regularly.
Minimum 29% of the respondents who belong to the age group 31 to 40 year read Hindu
regularly.

TABLE NO: 2
FACTORS

GENDER OF THE RESPONDENTS

NO. OF RESPONDENTS

Male

68
24

PERCENTAGE
71

Female

28

29

Total

96

100

CHART NO: 2

NO.OFRESPONDENTS
Male

28

Female
68

INTERPRETATION
It is concluded that maximum 71% of the respondents preferring The Hindu newspaper
belong to male category.

Minimum 29% of the respondents preferring The Hindu newspaper belong to female
category.

TABLE NO: 3
FACTORS

OCCUPATIONS

NO. OF RESPONDENTS
25

PERCENTAGE

Student

36

38

Employee

24

25

Business person

26

27

Others

10

10

Total

96

100

CHART NO: 3

NO. OF RESPONDENTS
40
35
30
25
20
15
10
5
0
Student

NO. OF RESPONDENTS

Employee

Business person

Others

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

TABLE NO: 4

THE HABIT OF READING NEWSPAPER

26

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Yes

70

73

No

26

27

Total

96

100

CHART NO: 4

NO.OFRESPONDENTS
70
60
50
40
30
20
10
0

NO.OFRESPONDENTS

Yes
No

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

TABLE NO: 5

NEWS PAPER TO READ

27

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

The Hindu

38

39

The New Indian Express

22

23

Deccan Chronicle

21

22

The Times of India

15

16

Total

96

100

CHART NO: 5
15

38

TheHindu
The New Indian Express

21

Deccan Chronicle
The Times of India

22

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

TABLE NO: 6

READ THE HINDU NEWSPAPER

28

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Daily

34

35

Weekend

31

32

Once in 2 weeks

18

19

Rarely

13

14

Total

96

100

CHART NO: 6

NO.OFRESPONDENTS
40
35
30
25
20
15
10
5
0
Daily

NO.OFRESPONDENTS

Weekend

Once in 2 weeks

Rarely

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

TABLE NO: 7

THE QUALITY OF INFORMATION OF THE HINDU

WHEN COMPARED TO OTHER NEWSPAPERS

29

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Excellent

28

29

Good

36

38

Cant say

19

20

Fair

13

13

Poor

Total

96

100

CHART NO: 7

NO.OFRESPONDENTS
40
30

NO.OFRESPONDENTS

20
10
0
Excellent

Good

Cant say

Fair

Poor

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

TABLE NO: 8

THE HINDU NEWSPAPER IS THE ONE YOU LIKE

THE MOST

30

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

News

26

27

Entertainment

24

25

Sports

39

41

Others

07

07

Total

96

100

CHART NO: 8

NO.OFRESPONDENTS
50
40
30

NO.OFRESPONDENTS

20
10
0
Entertainment

Sports

Others

News

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

TABLE NO: 9

RELIABLE IS THE INFORMATION OF THE HINDU

NEWSPAPER

31

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Extremely Reliable

39

40

Very much Reliable

26

27

Neutral

17

18

Not much

14

15

Not at all

Total

96

100

CHART NO: 9

NO.OFRESPONDENTS
40
30
20
10
0

NO.OFRESPONDENTS

INTERPRETATION
It is observed that maximum 40% of the respondents prefer to read The Hindu
newspaper is an extremely reliable.

Minimum 15% of the respondents prefer to read The Hindu newspaper is not much
reliable.

TABLE NO: 10 SUPPLEMENTS COPY OF THE HINDUYOU LIKE THE

MOST
32

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Young world

15

16

Magazine.

06

06

Friday review.

11

11

Opportunities.

11

11

Metro Plus

19

20

Classified

04

04

Nxg

06

06

Education Plus

14

15

Property Plus

10

11

Total

96

100

CHART NO: 10

NO.OFRESPONDENTS
10

15

14

6
4

11
19

Young world

Magazine.

Friday review.

Opportunities.

Metro Plus

Classified

Nxg

Education Plus

Property Plus

11

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

TABLE NO: 11

CHOOSE NEWSPAPER RATHER THAN ANY OTHER

MEDIA

33

FACTORS

NO. OF RESPONDENT
S

PERCENTAG
E

Informative

20

27

Improves language skills

36

36

Reliable

24

26

Other

16

11

Total

96

100

CHART NO: 11

NO.OFRESPONDENTS
40
30

NO.OFRESPONDENTS

20
10
0
Informative Improves language skills

Reliable

Other

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

TABLE NO: 12

THE HINDU NEWSPAPER LACKS

34

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

Coverage of local area news

34

35

No proper up gradation of news

22

23

Commercial and advertisement

coverage is more

24

25

Others (specify)

16

17

Total

96

100

CHART NO: 12

NO.OFRESPONDENTS
100%
80%
60%
40%
20%
0%

NO.OFRESPONDENTS

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

TABLE NO: 13

THE HINDU NEWSPAPER LACKS IN COVERING

LOCAL NEWS OR ANY OTHER INFORMATION THAN ANY OTHER

NEWSPAPER
35

FACTORS

NO. OF RESPONDENTS

PERCENTAGE

0-20%

06

21%-40%

12

13

41%-60%

26

27

61%-80%

24

25

81%-100%

28

29

Total

96

100

CHART: 13

NO.OFRESPONDENTS
30
20
10
0

NO.OFRESPONDENTS

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

TABLE NO: 14

THE HINDU HAS RELEVANT INFORMATION FOR

ALL AGE GROUPS

FACTORS

NO. OF RESPONDENTS
36

PERCENTAGE

Strongly agree

32

33

Agree

28

29

Uncertain

26

27

Disagree

10

11

Strongly disagree

Total

96

100

CHART NO: 14

NO.OFRESPONDENTS
35
30
25
20
15
10
5
0

NO.OFRESPONDENTS

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

TABLE NO: 15

THE HINDU NEWSPAPER AT FREE OF COST THEN

WHAT WILL BE YOUR FREQUENCY OF READING

FACTORS

NO. OF RESPONDENT
37

PERCENTAGE

S
All the time

52

53

Very often

44

45

Often

Sometimes

Total

96

100

CHART NO: 15

NO.OFRESPONDENTS
All the time

Very often
44

Often
Sometimes

52

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

TABLE NO: 16

FACTORS

THE HINDU ADDSVALUE TO YOUR KNOWLEDGE

NO. OF RESPONDENT
38

PERCENTAGE

S
Bad

Fair

Moderate

11

12

Good

36

37

Excellent

49

51

Total

96

100

CHART NO: 16

NO.OFRESPONDENTS
100%
NO.OFRESPONDENTS
50%
0%
Bad

Fair

Moderate

Good

Excellent

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

39

CHAPTER-III
FINDINGS AND SUGGESTIONS

FINDINGS
40

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

41

SUGGESTIONS
The following are the suggestion offered to increase the satisfaction level of The Hindu news
paper based on the readers opinion and analysis of the data.

Most of the consumers expressed dissatisfaction over the number of advertisement both
commercial and cinema should be taken by the publishers to reduce the advertisement
coverage and add more sports news, IT news, job opportunities etc.
As regards availability of newspapers the highest number of respondents is satisfied, but
a few respondents in rural areas dissatisfied because of non-availability of English
newspapers like the Hindu and the Indian Express. Hence newspapers should reach rural
areas also.
A few respondents are dissatisfied about reliability of news. So reporters must verify the
news before they are published

42

CONCLUSION
Newspapers play an important role in our day-to-day life. They have contributed not only
for the growth of democracy in a country but also for development of the economy. Indian
newspapers enjoy large circulations. It is an influential organ shouldering great responsibilities
and should furnish uncolored news without suppressing the facts and also care should be taken to
satisfy the needs of consumers.

43

REFERENCES

44

REFERENCES
a) Books
Encyclopedia, The world book, volume 14
Encyclopedia, Britannica, Napoleon Ozonolysis, volume 16
Gupta, s.p., Statistical methods, s.chand & sons, New Delhi
Kothari, C.R, Research methodology, methods and Techniques
Pillai & Bhagavathi R. S.N. Modern marketing New Delhi, RamNager, S.Chand &
company Ltd, 2001.

b) Websites
WWW. Presscounsil.nic.in
WWW. Worldpressinstitute.org
WWW. Google.com.

45

APPENDIX

46