KERALA KOUMUDI (P) LTD.

TRIVANDRUM

1.1 INTRODUCTION
The press, as a technological invention or as a political medium, plays a major role in the definition of the reality for the individual as well as for a nation; The newspaper press rises to a powerful institution in the development of civilization; it is the medium for exchange of ideas and it facilitates the time-and space-binding activities of the society. The first printing press was imported into Bombay as early as 1670 by the Parsi business man, Bhimjee Parikh; it has more than 100 years before the first newspaper was printed. India has emerged as the second largest market for newspapers in the world with a daily circulation of 88.9 million copies.

Kerala has a rate of newspaper readership that is among the highest in the world and plenty of never-ending political arguments. In Kerala, there are approximately 1576 newspapers in

circulation! Among these, only a few newspapers are widely circulated with a good number of readers. The major newspapers in Kerala include Malayala Manorama, Mathrubhumi, Kerala Kaumudi and Deshabhimani.

This study of Brand awareness of Kerala Kaumudi (P) Ltd in Trivandrum. Kerala Kaumudi, the greatest growing Malayalam daily, owes its genesis in 1911, to the visionary, Shri C V Kunjuraman. Kerala Kaumudi became a daily news paper on 1st November 1940. From its humble beginning as a single edition news paper of Thiruvananthapuram, Kerala Kaumudi has spread out to cover other parts of the state and the country with editions from Kollam, Alappuzha, Kottayam, Cochin, Thrissur, Kozhikodu, Kannur, Bangalore and Gulf.

STATEMENT OF THE PROBLEM Brand Awareness of Kerala Kaumudi in Trivandrum market by comparing other leading brands in Trivandrum. IMK-ICM POOJAPURA Page 1

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1.2 RESEARCH METHODOLOGY

1.2.1 Title of the study A study on the brand awareness of Kerala Kaumudi newspaper in the Thiruvananthapuram city.

1.2.2Need of the study There are few number of popular Malayalam dallies providing ruthful news. Kerala Kaumudi is one of the Malayalam daily which provides truthful news. so the problem is to study the brand awareness of various Malayalam dailies to identify the weaker areas of Kerala Kaumudi newspaper and provide solution to increase the brand awareness which will increase circulation and market share.

1.3 OBJECTIVE OF THE STUDY

To identify the factors influence the brand awareness. To identify the brand awareness of various Malayalam dailies. To study the readers preferences of various Malayalam dallies. Suggestion to improve the brand awareness.

1.3.1 Type of research design Descriptive research or statistical research provides data about the population or universe being studied. It describes the who, what, when, where, and how a situation and not what caused it. There for e descriptive research is used when the objective is to provide a systematic description that is actual and accurate as possible. It provides the number of times something occurs or frequency, lends itself to statistical calculations such as determining the average number of occurrence or central tendencies. Page 2

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KERALA KOUMUDI (P) LTD. TRIVANDRUM Observation is the primary method o;f collecting data by human , mechanical electrical or electronic means. Sample size The sample size taken for the study is 250. Sample unit The sample unit consists of general public residing in Neyyattinkara town. Sampling Technique Simple random sampling technique is used for the study. In this technique each unit of the universe has equal chance of being selected. This method is suitable for draw among small number of samples form a small universe. 1.3.2 Source of data For the purpose of this study, data were collected from primary and secondary sources. Primary Data: Primary data are those data, which are being collected by the researcher for the first time. They are the information received directly from general public, to whom the study was conducted. In this study, primary data was collected with the help of schedules. Secondary data: Secondary data are those data, which have been already collected by someone else. In other words, they are the information, which is obtained indirectly. They include

published, unpublished sources. The published sources are comprise company records, newspaper articles, cyber space information, review of literature, Government publications, journals, book reference, editorials. The unpublished sources are the data maintained by the organization are not available to the general public or researcher in the published form. Researcher can get this information through personal contacts. It include, discussions held with unit chief, circulation manager, assistant circulation manager etc. of Kerala Kaumudi.

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1.4 Data Analysis Tools

Different statistical tools and charts are used for the data analysis. Percentage analysis Chi-square test Correlation analysis Standard deviation Coefficient of variation

1.4 LIMITATIONS OF THE STUDY

1. The time limit provided for the study is insufficient for conducting an extensive research. 2. Some of the information given by the respondents may be biased. 3. Some of the respondents were busy or lazy and they were less co- operated with the research.

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1.5 CHAPTARISATION
Chapter I give an introduction to the study. This chapter includes statement of the problem, scope and objectives of the study, research methodology and limitations of the study. Chapter II Literature review of Brand Awareness Chapter III Theoretical framework. Theoretical background of Brand Awareness Chapter IV. Industry and company profile. Deals with the profile of

News paper industry and presents the history and profile of Kerala Kaumudi (P) Ltd-where this work has been carried out and the product line of the company. Chapter V involves the data analysis and interpretation. Chapter VI deals with the Findings, Conclusion and suggestions of the study.

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