A Study on CONSUMER PREFERENCES TOWARDS ‘SUPPLEMENTARY’ in the hindu newspaper

7/29/2019 A Study on CONSUMER PREFERENCES TOWARDS SUPPLEMENTARY in the hindu newspaper

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ByS.SHARMILA


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A STUDY ON CONSUMER PREFERENCE TOWARDS SUPPLEMENTS IN THE HINDU NEWSPAPER

BY

S.SHARMILA

412411631044

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

August2012-2013


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AKNOWLEDGEMENT

I am thankful to the management ofSri Sai Ram Institute Of Technology which hasimparted 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 TechnologyChennai. Mr.V.R.Rajamanickam- Director of Sri Sai Ram Group of Institutions,- forgranting me permission to carry out this project on service quality.

Im highly obliged to our beloved Dr.K.Maran (Director) for his encouragement andconstant 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 guideMr.B.Venkateswara Prasad, lecturer, Sri Sai Ram Institute Of Technology, For guidingme in all works in a kind manner and enabling me to march towards the successful finshing ofthis project.

Im very grateful to all the faculty members of the department of management studiesfor their encouragement and kind-hearted advice.

Im also thankful to Ms.Chitradevi Deputy General Manager of TheHindu foroffering 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 tomake this project a success.

SHARMILA.S


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INTRODUCTION A company can shine as a market leader in the competitive world only by delighting

the customer with quality products at competitive rates, matching the requirements ofcustomers

The Hindu is an Indian English-language daily newspaper founded and continuously

published in Chennai since 1878. According to the Audit Bureau of Circulations, it

has a circulation of1.46 million copies as of December 2009.[2] The enterprise

employed over 1,600 workers and gross income reached $40 million in 2010.According to the Indian Readership Survey (IRS) 2011 The Hindu is the third most

widely read English newspaper in India (after the Times of India andHindustan

Times) with a readership of 2.0 million people.[3] It has its largest base

ofcirculation in Southern India, especially in Kerala and Tamil Nadu. It is the most

widely read English daily in Kerala. Headquartered at Chennai (formerly calledMadras), The Hindu was published weekly when it was launched in 1878, and started

publishing daily in 1889.
http://en.wikipedia.org/wiki/Audit_Bureau_of_Circulations_(India)http://en.wikipedia.org/wiki/List_of_newspapers_in_India_by_circulationhttp://en.wikipedia.org/wiki/The_Hinduhttp://en.wikipedia.org/wiki/IRShttp://en.wikipedia.org/wiki/Times_of_Indiahttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/The_Hinduhttp://en.wikipedia.org/wiki/Newspaper_circulationhttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Newspaper_circulationhttp://en.wikipedia.org/wiki/The_Hinduhttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Times_of_Indiahttp://en.wikipedia.org/wiki/IRShttp://en.wikipedia.org/wiki/The_Hinduhttp://en.wikipedia.org/wiki/List_of_newspapers_in_India_by_circulationhttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulations_(India)


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PROFILEThe Hindu Group, established in 1878, is a newspaper and magazine

publisher based in Chennai, India. Its flagship titles are The Hindu (anEnglish language newspaper) and Frontline (an English weekly currentaffairs magazine). The Hindu is the third highest English language dailies inIndia in terms of readership (IRS, Q4 2010). The group also publishes booksin genres such as children, management, sports, IT, marketing, music, travel,health and investment the group recently launched an e-commercewebsite in association with indiaplaza.in.

The Hindu is a leading English language newspaper in India with its largestbase of circulation of South India. It is over 125 years old founded in 1878bySubramanian Ayer, it was headed by a co-founder Veera Raghavachariar,Kasturi Iyengar, the legal adviser of the newspaper from 1895, bought it in

1905.Since then his family has retained ownership of the paper. The twobasic principles on which the founders flagged the newspaper were fairnessand justice. The Hindu was published weekly since 1878 and daily since1889. Its current net paid circulation exceeds 1 million copies. It is saidto enjoy a consumership of 3 million in India and abroad and an annualturnover of around4 billion rupees ($ 80 million). In 1995 The Hindu

became the first Indian newspaper to offer an online edition.


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Supplements On Mondays Metro Plus Business Review

On Tuesdays Young World, an exclusive childrens supplement Education Book Review Improve Young English On Wednesdays Job Opportunities

On Thursdays Metro Plus Science, Engineering, Technology & Agriculture NXg, a weekly tabloid, started to share the view of next generation. On Fridays Friday Features cinema, arts, music and entertainment

On Saturdays Metro Plus Weekend On Sundays Weekly Magazine covering social issues, art, literature, gardening, travel health, cuisine, hobbies etc. Open Page Literary Review, every first Sunday Popular Columns include this day that age, The Hindu Crossword and Religion. There is a Sudoku everyday


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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 findingexpression on this supplements pages. Capturing the pulse of the city and its changinglifestyle, its later for the information and entertainment needs of cross sectionof 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 astudent just entering higher secondary schooling or a college graduate hoping to get the

first break after leaving campus or simply someone who is keen to keep pace with what ishappening in education. Education plus will present and analyses trends in education,provide pointers, and above all, inform.

It will report on all that is current and important in the formal and the non-formalstreams as well as in the emerging areas. It will look closely at the local opportunitiesand international avenues.

Property plus Indias property sector is a vibrant and growing areas with new initiatives being taken by

government the construction industry, architects and developers to transform thelandscape. Property plus features each week articles, reviews and special columns on themany facts that more these dramatic changes.


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History -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 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 citiesin 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 twelvecenters including the main edition at Chennai where the corporate office is bored.

The printing centres Chennai, Coimbatore, Bangalore, Madurai, Hyderabad, New Delhi, Vizag,Thiruvanandapuram, Coachi, Vijayavada, Mangalore and Tiruchrapalli are connected with high-speed data linesfor 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 itappear in the print edition. This means all there ports, articles photographs and other graphics have beenorganized land our and presented. According to their importance with the appropriate hypography and designelements. 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. The e-paper has been developed for the Hindu by Nine Stars Information Technology Limited and IBM issuing

stage of the act technology and offering high resolution and versatile features.

Whole pages articles, photographs and other images can be viewed in ply and SPG format and articles can also beread as text. You can make use of the internets powerful feature search. The e-paper offer you search in severalforms you can look for something specific using the search engine.

You can also track stories in your areas of internet by setting your preference for My News a news tracking

feature you can clip articles and photos for future reference and can E-mail them to a friend.


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News Agencies There are 4 main news agencies in India. Press Trust of India (PTI) United News of India (UNI)

Sam char Bharathi (SB) Hindustan Sam char (HS) While the Press Trust of India is supplying news in English,

the other two are operating through the medium of Hindiand other Indian languages. Since May 1982, the United

News of India has also launched a new service in Hindi andthe credit line of UNIVARTA. Similarly Press Trust ofIndia has started in1986 a Hindi language news servicecalled Press Trust of India BHASHA.


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CONSUMERS PREFERENCES Preference is a persons feelings of Pleasure of disappointment resulting

from comparing products perceived performance (or outcome) inrelation to his or her expectations..Many companies are aiming for high satisfaction because consumers

who are just satisfied still find it easy to switch when a better offer comesalong. Those who are highly satisfied are much less to switch. Highsatisfaction or delight creates an emotional bond with the brand, not

just, a rational preference. The result is high consumers loyalty.The key to generating high consumers loyalty is to deliver high

consumers value According to Michael Lanning, in hi deliveringprofitable value; a company must develop a competitively superior valueproposition and a superior value delivery system so that consumerspreferences wont change easily towards the product.

The brand must represent a promise about the total resultingexperience that consumers can expect. Whether the promise is keptdepends upon the companys ability to manage its value - deliverysystem includes all the communications and channel experiences theconsumers will have on the way to obtaining the offering.


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OBJECTIVES OF THE STUDY To study the preference of the reader with the present

distribution system of newspaper with specialreference to agent newspaper vendors.

To offer suitable suggestions for enrich the consumerpreference of supplement in The Hindu


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SCOPE OF THE STUDYThe study is conducted to know the consumer preference of

supplementary. This may help the company to decide upontheir new ventures or any expansion or modernization oftheir business.

The research focuses on the several features of the Hinduand in awareness, suggestion in the market, which may helpthe company in further development of the supplementary.

The research provides a complete feedback on The Hinduwhich may offer a sincere backup for their future plans withrespect to design area.


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RESEARCH METHODOLOGY Research Design

Research Design is descriptive as well as analytical.

Primary data collectionPrimary data was collected with the help of a structured questionnaire. The

questionnaires were administered to the selected 150 respondents.

Technique of data collection

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

Area of the studyThe study on consumer preference towards has been limited to consumers located

in Chennai only. Period of the study

The period of the study covers 4 weeks (July 2012).

Sources of DataThe 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 iscollected from the selected sample respondents in the study area. Simple random

sampling method was used in selecting the respondents.

Q i i


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Questionnaire

It was the main tool used for collecting the first hand information fromthe respondents. Hence, great attention was given to construct thequestionnaire. The questionnaire was prepared with the help of theresearch guide. The questions were framed in a sample manner, capableof being answered easily and quickly by the respondents.

The study also consists of secondary data, which are collected frommagazines, newspapers and journals and also website.

Sample SizeThe sample size selected for the study is 150 respondents. The

respondents are selected by simple random sampling method.

Sampling Techniques

Data on the various aspects directly and indirectly related to theinvestigation 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 becollected from various respondents easily. It should be seen that parties

are not biased or prejudiced and are mentally sound.


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Tools for analysisIn order to analyze the consumer preference of respondents, the following tables

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

o (i) Percentage analysisPercentage 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 sizeo (ii)Chi square Test:

A family of probability distribution, differentiated by this degree of freedom isused to test a member of different hypothesis about variances, proportions, anddistributional goodness of fit.

Chi-square test (^2)= (O-E)^2/E

Degree of freedom = (R -1) (C -1)Wherein, O = Refers to the observed frequency E = Refers to the expected frequency R = Refers to the number of rows C = Refers to the number of columns


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HYPOTHEISIS In order to realize that objective of the study the following hypothesis

has been formulated.

There exists significant relationship between level of preference of age,gender, educational qualification, income, occupation, and family size.

The probabilities indicate the extent of reliance that can be placed onconclusion drawn. The same technique is used in case of chi- square testand the table value chi- square is available at various probabilities level.These levels are called level of significance. Usually the value of chi-square is at 5% level of significance.

Ho: There is significant relationship between level of preferences of age,gender, educational qualification, occupation and supplementary copies.

H1: There is no significant relationship between level of preferences ofage, gender, educational qualification, occupation and supplementarycopies.


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LIMITATION OF THE STUDYThere is no comparative study made.The result of analysis made in the study depends fully

on the accuracy; reliability of informations givenby respondents.

The sample size is only 150.

Under the study illiterate people excluded

QUESTIONAIRRE


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QUESTIONAIRRE

Name :

Age :

Gender :

Educational Qualification :

--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------1.Whats your occupation?

a)Student

b) employee

c) business person

d)others (specify)

2. Do you have the habit of reading newspaper?

a) Yes

b) No

3. Which newspaper do you read?

a) The Hindu

b) Indian Express

c) Deccan Chronicle

d) Times of India

4. Which supplementary copy of the above selected newspaper do you prefer the most?

......................................................................................................................................................................................................................................

5. Why do you choose this supplementary?

a)Interesting and innovative

b) Informative

c) Reliabled) Other (specify)

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6. In what aspect do you think this supplementary lacks?a) coverage of local area news

b) no proper upgradation of news

c)Commercial and advertisement coverage is more

d)others(specify)

7.Do you think it adds value to your knowledge?

a)Yes

b)No

8.Do you think it has relevant information for all age goups?

a)strongly agree

b)agree

c)uncertain

d)disagree

e)strongly disagree

9)What do you think about the quality of information provided in it?

a)excellentb)good

c)fair

d)uncertain

10)What is the most important criteria when you choose it?

................................................................................................................................................................................................................................................................................


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11)Which part in the newspaper is the one you like the most?

a)News

b)Entertainmentc)commercials

d)Others(specify)

12)Which part do you dislike?

..............................................................................................................

13)Do you think that the information provided in the supplementary paper allows you to link closer to your environment and

could effect you personally?

14)What type of contents do you like to see while reading it?

.............................................................................................................

15)Any other Suggestion or

comments?________________________________________________________________________________________

_________________________________________________________________________________________________

____

A Study on CONSUMER PREFERENCES TOWARDS ‘SUPPLEMENTARY’ in the hindu newspaper

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