Professional Documents
Culture Documents
Apurba Final Project
Apurba Final Project
INTRODUCTION
1.1 INTRODUCTORY VIEW
2
newspaper plays a significant role in the structural shaping of the
country’s economical development.
3
1.2.3. OPPORTUNITIES FOR FOREIGN DIRECT INVESTMENT
4
internet access in their home. Now a day’s countless news
channels are promoting ‘Breaking News’ in every minute with
exciting visuals. But they are engaged more in competition
regarding ‘who does it first’ with each other which is gradually
decreasing their creditability.
5
TOI is published from top 11 locations and has 15 Printing centers,
55 sales office to reaching 2468 cities and towns in the country.
More than 7000 employees are worked in the organization. The
newspaper is published from the following locations:- Mumbai, New
Delhi, Kolkata, Chennai, Bangalore, Ahmadabad, Hyderabad, Pune,
Lucknow, Chandigarh and Kochi.
6
1861: Editor Robert Knight amalgamates The Bombay Times &
Standard and Bombay Telegraph & Courier to form The Times of
India and gives it a national character.
1946: For the first time, the paper transfers to Indian ownership.
Ram Krishna Dalmia buys out Bennett, Coleman & Co. Ltd for Rs.2
crores. Partly, the takeover is funded by illegal money transfer from
other companies, and Ram Krishna was imprisoned after the matter
was raised in parliament by Feroze Gandhi in 1955.
1948: Sahu Jain Group becomes the owners of the company after
Dalmia sells the firm to recover 2.5 crores he needs to pay back to
an insurance company. Santi Prasad Jain, son-in-low of Ram Krishna
Dalmia, becomes the first chairman of the group.
7
1991: BBC features The Times of India among the world’s six great
newspapers.
8
1.3.2. The Times Group Product Mix
9
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Maha Awar E ks.co
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-Time na o time
s Fami w s.co
Navb na Ti m
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-Time India es lyMa
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r BBC
Bang Good
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- e
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r
Ahm
edab
10
ad
-Mirr
11
1.4 OVERVIEW OF COMPETITORS
Note: These are all readership figures (in lakhs) and not circulation
numbers
Table - 1
12
6 The Economics Times 21.11 20.06
1.4.1THE TELEGRAPH:
13
In keeping with this philosophy The Telegraph has introduced a
eight-page colour section called Metro devoted solely to Calcutta
and its people. This appears from Monday to Sunday. Apart from
local news the Metro also reports on the social and cultural events
in the city.
14
• Saturday: Personal TT — four pages of entertaining weekend
reading in colour.
15
government of Indira Gandhi, in gross abuse of power, attempted
to suppress its voice and when the government of Rajiv Gandhi
interfered with the grant of statutory clearances to its
modernisation plans unless the paper changed its editorial stance.
16
been printed in the past from our presses in Kolkata, Siliguri and
New Delhi.
17
youth daily HT Next in 2004. The Mumbai edition was launched on
14 July 2005.
18
1.5 Printing and Distribution System of The Times of India
for West Bengal (Durgapur) edition:
19
nearby areas, first the newspapers are dispatched at different
distribution points or dumps located various part of the city.
20
The distribution channel consists of stages involved in fulfilling
consumer requirements. The channel includes manufacturers,
suppliers, transporters, vendors and customers.
Early Edition:
Supply outstation (Up country) such as Durgapur,
Asansol, Burdwan etc.
Late Edition:
Supply Kolkata city and it’s near by areas.
21
We can represent the distribution channel through following
diagram:
Printing Press
Agents
Readers
22
The newspaper industry is becoming very competitive now-a-days.
To survive in the competition every newspaper industry follows
some selling tactics to increase their own newspaper sales. The
various selling techniques are as described below:
23
Newspaper from Printing Press
Agents
Local Hawkers
Readers
In this technique both agents and hawkers are gain profit. Among
all the selling tactics these method is given the first priority.
24
Newspaper from Printing Press
Agents
Feeder boy
25
1.5.2.3 Subscription
This part of selling generally targets the area like Airlines, Hotels,
Clubs, Hospitals, Corporate and Institutes. It is done by corporate
tie up through the top level managers. Large volumes of
newspapers are delivered to the above areas at a discounted rate.
The supply chain in this process follows the following mechanism:
Newspaper from Printing Press
26
The general objectives of the study are as follows:
This study covers not only industry profile but also company profile,
research design and methodology used for research, description of
Research, methodological assumption and limitations. It covers the
data sources, primary as well as secondary, sampling procedure,
27
detailed analysis and interpretation of data, methods used in data
analysis.
Though the study aims to achieve the objective on full earnest and
accuracy, it has certain limitations. Some of the limitations of this
study may be summarized as follows:
28
CHAPTER –
2
DEVELOPMENT OF HYPOTHESIS
29
2. DEVELOPMENT OF HYPOTHESIS
30
2.2 During my project study it has been observed that the
readership preferences vary with contents of the newspaper. An
effort has been made to explore components of the content that
impose and impact on the overall readership behavior. After
discussion with some of regular newspaper readers, company
people, vendor and other concerned parties we discovered the
following important contents which influence the readership
behavior in big way. The identified components of the contents are
described here under:
31
news related to the locality and has made their popularity .So
regional news has its effect on a newspaper and helps it to be sold
by fulfilling the demand of the people. For this purpose every
newspaper covers the regional news.
On the basis of the above observation we developed the hypothesis
that
H2: Coverage of regional news creates an impact on
readership
behavior.
2.2.2 Business News:
32
For the above reasons peoples interested in business news.
Therefore every newspaper emphasis on business news.
On the basis of the above observation we developed the hypothesis
that —
33
the strongest prospect for the Prime-minister’s sit in Pakistan) was
killed by the terrorist, then not only Pakistan but also the whole
world was excited to know how she is died, who are responsible to
killed her. Few months ago when terrorists were attack Taj hotel in
Mumbai, it was the front page news for every daily. bout the
political movements, various government policies, deals with
foreign countries etc. People are very eager about the national and
international news.
On the basis of the above observation we developed the hypothesis
that —
H4: Coverage of National & International news creates an
impact
on readership behavior.
2.2.4 Sports News:
Sports like cricket, football are very popular games in our country.
When the world cup or some tournaments goes on, we see most of
the persons are watching and at the moment at the moment each
and every company are telecasting their advertisements. This
shows that how the games are popular in our country the
popularity of sportsmen as Sachin Tendulkar, M.S.Dhoni is also
prove of this fact. Now people are not bind themselves only in
cricket and football. Indian players are performing well in other
national and international level games like Olympic, tennis, chess,
rassling etc. which turn attention of the people on sports and
sportsmen or sportswomen (like Biswanathan Annand, Sania Mirza,
The Grate Khalli etc.). Peoples are crazy to know about them.
Sometime it is observed that news paper or magazines are sold
34
due to that reason that they offer photos of some renowned sports
man/woman or they publish exclusive interview with them and this
makes the popularity of news papers. When the People are very
much interested to know sports news or news related to
sportsmen/sportswomen. Above all the competitors of the Times of
India like Telegraph, Statesman, Hindustan Times etc. are offering
the sports news through their daily. They have a separate page for
the sports news.
On the basis of the above observation we developed the hypothesis
that —
H5: Coverage of Sports news creates an impact on
readership
behavior.
35
suggestions. And it is also help to increase the sales volume.
Through the health news firms are perform their business as well as
social responsibility. For this reason coverage of health news plays
an important role on newspaper readership behavior.
On the above observation we have developed the hypothesis that—
36
H7: Coverage of Education & Career guidance News creates
an
impact readership behavior.
37
H10: Establish the relationship between perception towards
the
National & International news with the occupation
categories.
38
availability of a newspaper in the market, paper quality, service
provided by the firm etc. play an important role to judge the
performance of newspaper. If, newspaper covers the news which
are attract the customers, write up of a newspaper is in easy
language, newspaper is widely available in the market, paper
quality is good etc. then these will be create positive impact on
readership behavior. Therefore it is needed to measure of a
newspaper.
On the basis of the above observation we developed the hypothesis
that—
H14: Need to measure the performance of The Times of
India at
Durgapur city.
39
CHAPTER –
3
RESEARCH METHODOLOGY
40
3.1 Research Methodology
3.1.3 Location:
41
I have done my project work from The Times of India at Durgapur.
We have collected samples from different locations of Durgapur
City like City Center, Benachity, Bidhan Nagar, Rajbandh, Durgapur
Station etc.
42
To collect the data regarding readership behavior one
questionnaires of 3 pages has been developed. The questionnaire
consists of 6 questions. In first part of the questioner is related to
the demography profile of the respondent such as name, address,
contact number and profession. And in the second part of the
questionnaires introduced the questions related to the readership
behavior.
43
Question 5. is developed to test the hypothesis H 2 to H 7. This
question is providing information about the liking of customers.
Which contents he or she like most in the newspaper? This study
helps the firm to furnish their newspaper according to the
customer’s requirement. We developed the question in 5 point
rating likert scale where 5 for extremely liking and 1 for not at all
liking. We applied the test statistic — Z test (two tail) to test the
hypothesis.
44
3.1.7 Instrument and mode of data collection
Primary data:
We have been performed survey to collect the primary data from
the respondents. The primary data is collected with direct
interaction with customers through questionnaire and personal
interview at their home or work place.
Secondary data:
The secondary data like table, company profile and industry profile
are collected from the company data and websites.
CHAPTER-4
ANALYSIS OF HYPOTHESIS
45
&
DATA INTERPETATION
46
Newspapers The Times of The The Others
India Telegraph Statesman
Observed 14 23 5 8
frequency(f
o)
Expected 13 13 13 11
frequency(f
e)
(fo - fe )2 1 100 64 9
X
2
] observed = ∑ (fo - fe )2 / (fe)
X
2
] observed = (1/13 + 100/13 + 64/13 + 9/11) = 13.51
47
4.2 (Q.2) PREFERED TIME FOR READING NEWSPAPER
Morning 38 76
Afternoon 6 12
Evening 6 12
48
PREFERED TIME FOR READING NEWSPAPER
Evening 12%
Af ternoon 12%
Morning 76%
49
4.3 (Q.3) NEWSPAPER OBTAIN BY THE CUSTOMERS
CALCULATION TABLE
Delivered to my home 43 86
Purchase at stores or 1 2
someone selling on the
street
50
NEWSPAPER OBTAIN BY THE CUSTOMERS
2%
12%
86%
D e live re d to m y h o m e
D e live re d to m y w o rk p la c e
P u rc h a s e a t s to re s o r s o m e o n e s e llin g o n th e s tre e t
51
4.4 (Q.4) HOW LONG HAVE THE CUSTOMER BEEN READING
NEWSPAPER?
CALCULATION TABLE
Time period No. of respondents %age
6 months to 1 year 4 8
1 year to 2 years 5 10
2 years to 3 years 10 20
3 years or more 29 58
52
4%
8%
10%
58%
20%
53
4.5 H2: COVERAGE OF REGIONAL NEWS CREATES AN IMPECT
ON READERSHIP BEHAVIOR
54
Inference: The statement that the coverage of regional news
creates an impact on readership behavior is statically significant at
95 % confident level.
4.6 H3: COVERAGE OF BUSINESS NEWS CREATES AN IMPECT
ON READERSHIP BEHAVIOR.
55
Inference: The statement that the coverage of business news
creates an impact on readership behavior is statically significant at
95 % confident level.
4.7 H4: COVERAGE OF NATIONAL & INTERNATIONAL NEWS
CREATES AN IMPECT ON READERSHIP BEHAVIOR.
56
Inference: The statement that the coverage of national &
international news creates an impact on readership behavior is
statically significant at 95 % confident level.
4.8 H5: COVERAGE OF SPORTS NEWS CREATES AN IMPECT
ON READERSHIP BEHAVIOR.
57
Inference: The statement that the coverage of sports news
creates an impact on readership behavior is statically significant at
95 % confident level.
4.9 H6: COVERAGE OF HEALTH NEWS CREATES AN IMPECT
ON READERSHIP BEHAVIOR.
58
Inference: The statement that the coverage of health news
creates an impact on readership behavior is statically significant at
95 % confident level.
4.10 H7: COVERAGE OF EDUCATION & CAREER GUIDENCE
NEWS CREATES AN IMPECT ON READERSHIP BEHAVIOR.
To test this hypothesis, question no.5 was developed on a 5 point
likert rating scale. The population mean for testing was considered
as “3” which indicates that customers are uncertain about the
importance of the education & career guidance news as a major
factor which creates an impact on readership behavior. The Z-test
(two tail) was performed at 95% confidence level to test the
significance of the sample mean.
59
Inference: The statement that the coverage of education & career
guidance news creates an impact on readership behavior is
statically significant at 95 % confident level.
NOTE: Details of the mathematical calculations (4.5 to 4.10) is
appended in the Table No. 1
4.11 H8: ESTABLISH THE RELATIONSHIP BETWEEN
PERCEPTION TOWARDS THE REGIONAL NEWS WITH THE
OCCUPATION CATEGORIES.
To test this hypothesis, question no.6 was developed on a 5 point
likert rating scale. The ‘Anova’ (one way) was performed at 5%
level to test the relationship between perception towards the
regional news with the occupation categories.
HO: Perception towards the regional news with the occupation
categories are same.
H1: Perception towards the regional news with the occupation
categories are different.
The variance of sum of square (SS) along with the Degree of
Freedom (DF) are shown in the table below –
Source of SS DF Mean F value
square Observe Critical
variance
d at 5 %
Between the 1.52 4 1.52/4
0.38/0.46 2.37
column = 0.38
Within the 20.8 45 20.8/45 = 0.83
column (Error) = 0.46
60
Inference: Since, the observed value of F (vie 0.83) is less than
the 5% tabulated value (vie 2.37) corresponding to d.f (4,45), we
accepted the null hypothesis and conclude that the Relationship
does not exists between perception towards the regional news with
the occupation categories is statically significant at 5% level.
4.12 H9: ESTABLISH THE RELATIONSHIP BETWEEN
PERCEPTION TOWARDS THE BUSINESS NEWS WITH THE
OCCUPATION CATEGORIES.
To test this hypothesis, question no.6 was developed on a 5 point
likert rating scale. The ‘Anova’ (one way) was performed at 5%
level to test the relationship between perception towards the
business news with the occupation categories.
HO: Relationship does not exist between perception towards the
business news with the occupation categories.
H1: Relationship exists between perception towards the business
news with the occupation categories.
The variance of sum of square (SS) along with the Degree of
Freedom (DF) are shown in the table below –
Source of SS DF Mean F value
square Observe Critical
variance
d at 5%
Between the 26.4 4 26.4/4
column = 6.6 6.6/0.63 2.37
Within the 28.3 45 28.3/45
= 10.48
column (Error) = 0.63
61
Inference: Since, the observed value of F (vie 10.48) is higher
than the 5% tabulated value (vie 2.37) corresponding to d.f (4,45),
we rejected the null hypothesis and conclude that the Relationship
exists between perception towards the business news with the
occupation categories is statically significant at 5% level.
4.13 H10: ESTABLISH THE RELATIONSHIP
BETWEPERCEPTION TOWARDS THE NATIONAL &
INTERNATIONAL NEWS WITH THE OCCUPATION CATEGORIES
To test this hypothesis, question no.6 was developed on a 5 point
likert rating scale. The ‘Anova’ (one way) was performed at 5%
level to test the relationship between perception towards the
national & international news with the occupation categories.
HO: Relationship does not exist between perception towards the
national & international news with the occupation categories.
H1: Relationship exists between perception towards the national &
international news with the occupation categories.
The variance of sum of square (SS) along with the Degree of
Freedom (DF) are shown in the table below –
Source of SS DF Mean F value
square Observe Critical
variance
d at 5%
Between the 3.71 4 3.71/4
column = 0.93 0.93/0.24 2.37
Within the 10.6 45 10.6/45
= 3.86
column (Error) = 0.24
62
Inference: Since, the observed value of F (vie 3.86) is higher than
the 5% tabulated value (vie 2.37) corresponding to d.f (4,45), we
rejected the null hypothesis and conclude that the Relationship
exists between perception towards the national & international
news with the occupation categories is statically significant at 5%
level.
4.14 H11: ESTABLISH THE RELATIONSHIP
BETWEPERCEPTION TOWARDS THE SPORTS NEWS WITH THE
OCCUPATION CATEGORIES.
To test this hypothesis, question no.6 was developed on a 5 point
likert rating scale. The ‘Anova’ (one way) was performed at 5%
level to test the relationship between perception towards the sports
news with the occupation categories.
HO: Relationship does not exist between perception towards the
sports news with the occupation categories.
H1: Relationship exists between perception towards the sports
news with the occupation categories.
The variance of sum of square (SS) along with the Degree of
Freedom (DF) are shown in the table below –
Source of SS DF Mean F value
square Observe Critical
variance
d at 5%
Between the 14.9 4 14.92/4
column 2 = 3.73 3.73/0.42 2.37
= 8.88
Within the 19 45 19/45
column (Error) = 0.42
63
Inference: Since, the observed value of F (vie 8.88) is higher than
the 5% tabulated value (vie 2.37) corresponding to d.f (4,45), we
rejected the null hypothesis and conclude that the Relationship
exists between perception towards the sports news with the
occupation categories is statically significant at 5% level.
4.15 H12: ESTABLISH THE RELATIONSHIP
BETWEPERCEPTION TOWARDS THE HEALTH NEWS WITH THE
OCCUPATION CATEGORIES.
To test this hypothesis, question no.6 was developed on a 5 point
likert rating scale. The ‘Anova’ (one way) was performed at 5%
level to test the relationship between perception towards the
health news with the occupation categories.
HO: Relationship does not exist between perception towards the
health news with the occupation categories.
H1: Relationship exists between perception towards the health
news with the occupation categories.
The variance of sum of square (SS) along with the Degree of
Freedom (DF) are shown in the table below –
Source of SS DF Mean F value
square Observe Critical
variance
d at 5%
Between the 6.12 4 6.12/4
column = 1.53 6.12/0.41 2.37
Within the 18.6 45 18.6/45
= 3.73
column (Error) = 0.41
64
Inference: Since, the observed value of F (vie 3.73) is higher than
the 5% tabulated value (vie 2.37) corresponding to d.f (4,45), we
rejected the null hypothesis and conclude that the Relationship
exists between perception towards the health news with the
occupation categories is statically significant at 5% level.
4.16 H13: ESTABLISH THE RELATIONSHIP
BETWEPERCEPTION TOWARDS THE EDUCATION & CAREER
GUIDANCE NEWS WITH THE OCCUPATION CATEGORIES.
To test this hypothesis, question no.6 was developed on a 5 point
likert rating scale. The ‘Anova’ (one way) was performed at 5%
level to test the relationship between perception towards the
education & career guidance news with the occupation categories.
HO: Relationship does not exist between perception towards the
education & career guidance news with the occupation categories.
H1: Relationship exists between perception towards the education
& career guidance news with the occupation categories.
The variance of sum of square (SS) along with the Degree of
Freedom (DF) are shown in the table below –
Source of SS DF Mean F value
square Observe Critical
variance
d at 5%
Between the 8.68 4 8.68/4
column = 2.17 2.17/0.72 2.37
Within the 32.3 45 32.3/45
= 3.01
column (Error) = 0.72
65
Inference: Relationship is exists between perception towards the
education & career guidance news with the occupation categories
is statically significant at 5% level.
NOTE: Details of the mathematical calculations (4.11 to 4.15) is
appended in the Table No. 2 & 3
4.16 H14: NEED TO MEASURE THE PERFORMANCE OF THE
TIMES OF INDIA AT DURGAPUR CITY.
66
Inference: The customers are satisfied with the performance of
The Times of India statically significant at 95 % confident level.
67
4.17 (Q.6) COMPARATIVE ANALYSES OF NEWSPAPER
BRANDS.
CALCULATION TABLE
Attributes Times of The The Others*
India* Telegraph* Statesman*
Content 3.51 3.73 3 3.06
68
4.5
3.5
2.5
69
CHAPTER-5
CONCLUSION
&
RECOMMENDATION
5.1 CONCLUSION
70
The impact study on the newspaper readership towards The Times
of India helps to evaluate the performance and standing in the
English daily Newspaper market at Durgapur city.
During the course of my project work, it has been found that “The
Telegraph” holds a leading position and “The Times of India”
captures the 2ND position in English daily newspaper on the
readership dimension at Durgapur city. The customers are satisfied
with the performance of The Times of India. The components that
create a positive impact on the readership behavior include
Regional new; Business news; National & International news; Sports
news; Health news and Education news. In the study, it has been
found that readers irrespective of occupations they engage in,
prefer to read regional news with vigorous attention. Thus, it has
been concluded that more the regional news are covered, the
greater impact it produces on the readership behavior.
5.2 RECOMMENDATIONS
71
APPENDIX-1
72
TABLE NO. - 1
Attributes Sampl Sampl Test Z CRITIAL Hypothesis Remark
pertaining e e statisti At 95% Status s
to the Mean S.D c Confiden
content of Z test t (Null
the (2 tail) level Hypothesis
newspape Zobserved )
r
73
2. ANALYSIS OF SAMPLE MEAN FOR OCCUPATION
CATEGORIES
TABLE – 2
Attributes Studen Servic House Retired Business- Grand
t e - Person men Mean
Holder wife s
Regional 4.20 4.50 4.30 4.70 4.50 4.44
news
Business 3.50 4.60 3 4.5 4.90 4.10
News
74
news d Exists
Health 1.53 0.41 3.73 2.37 Rejecte Relationship
news d Exists
Education 2.17 0.72 3.01 2.37 Rejecte Relationship
& career d Exists
4. ANALYSIS OF MEAN FOR DIFFERENT ATTRIBUTES.
TABLE NO.-4
75
APPENDIX-2
76
SURVEY REPORT
“IMPACT STUDY OF NEWSPPER READERSHIP –
A STUDY ON THE TIMES OF INDIA AT
DURGAPUR”
Name:………………………………………………
Address:…………………………………………….
…………………………………………..
Profession:…………………………………………………..
Others …………………………
77
Any other please specify ……………………………
3 years or more
x. Travel news
78
xi. Movies &Entertainment
a. Regional news
c. Business
g. Health news
ii. Language
iii. Service
iv. Availability
v. Paper quality
vi. Supplementary
79
80