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A

MAJOR PROJECT REPORT


ON

“Identification of customer perception in buying


newspapers and its impact on market share”

Submitted in partial fulfillment for the award of the degree

Master of Business Administration

Chhattisgarh swami vivekanand technology university, Bhilai

GUIDED BY SUBMITTED BY

Mr. APPORVA MISHRA JITENDRA PATRE

M.B.A IV SEM.
SESSION 2008-10)
ROLL NO 5143608084
ENROLL NO AD 1165

“Shri Shankaracharya Institute of Management &


Technology”

Junwani, Bhilai [C.G.]


DECLARATION

I the undersigned solemnly declare that the report of the project work

entitled “Identification of customer perception in buying newspapers


and its impact on market share”, is based my own work carried out during
the course of my study under the supervision of Mr. APPORVE MISHRA

I assert that the statements made and conclusions drawn are an outcome of
the project work. I further declare that to the best of my knowledge and
belief that the project report does not contain any part of any work which has
been submitted for the award of any other degree/diploma/certificate in this
University or any other University.

JITENDRA PATRE
MBAIV SEM
Roll No.: 5143608084
Enrollment No.:1165
CERTIFICATE BY GUIDE

This to certify that the report of the project submitted is the outcome of the

project work entitled “Identification of customer perception in buying


newspapers and its impact on market share” carried out by JITENDRA
PATRE bearing Roll No.: 5143608084 & Enrollment No.: AD1165 carried
by under my guidance and supervision for the award of Degree in Master of
Business Administration of Chhattisgarh Swami Vivekanand Technical
University, Bhilai (C.G), India.
To the best of the my knowledge the report
i) Embodies the work of the candidate himself
ii) Has duly been completed,
iii) Fulfils the requirement of the ordinance relating to the MBA
degree of the University and
iv) Is up to the desired standard for the purpose of which is submitted.

_______________________
(Signature of the Guide)
Name: Mr. APPORVE MISHRA
Designation:
Department: MBA
SSIMT, BHILAI (CG)
ACKNOWLEDGEMENT

Guidance, help and encouragement leads to the successful completion of a


project. To cater me an opportunity and to help me in the completion of the
project, I express my earnest gratitude towards my project guide Mr.
Apporve mishra, Faculty member: Management, shri sankaracharya
institute of management and technology, Bhilai. To make me understand
the nitty-gritty’s of a research and for being so kind and humble.

Finally I thank all the respondents, friends and other people for
providing their valuable opinion and helping me in successful completion
of the project.

JITENDRA PATRE
MBA IV SEM
ROLL NO 5143608084
ENROLL NO AD1165
PERFACE

I am feeling very happy and excited to present this major project report to
the readers. While doing this project I acquainted with various technicality
and procedures of research that I sincerely followed. It more or less helped
lot in enhancing my knowledge. I have tried my best to keep this research
away from biasness.My project report study is to “Identification of customer
perceptionBuying newspapers and its impact on market share” I have
divided this research report into six forms I - Introduction , II – Literature
review, III - Problem Identification, IV - Methodology, V - Results &
Discussions, VI - Conclusions & Scope of further work.In first form I have
explained about the different marketing strategies about the consumer
durable products. It is base justification of my study. In second form I have
explained the literature review that is what all materials and where from I
took those is mentioned in this part.In third form I have defined the actual
problem and the measures to overcome that problem. In fourth form I have
explained the data collection aspect and the analysis part of it is dealt with.
In fifth form,I encompassed the result and the discussion part of analysis
made earlier. In the sixth form,I have covered the conclusion part and scope
of further work in this matter.I am grateful to all those who have helped me
directly and/or indirectly in preparing this project report. I firmly believe
that there is always scope for improvement and accordingly I shall look
forward to receive suggestions, for further enriching the quality of the
project report

JITENDRA PATRE
Table of Contents
Chapter Title PAGE NO

I Introduction 1- 4

II Literature Review 5- 6

III Problem Identification 7- 9

IV Methodology 10- 13
IV.1 Data Collection 14
IV.2 Data Analysis 34
IV.3 Table of Analysis 38
V Results & Discussions 40
VI Conclusions & Scope of further work 41-42
Bibliography 43
Appendix 44-48
INTRODUCTION
INTRODUCTION

The main aim of doing this project “To identify customer perception about
buying newspapers” is to understand the concept of customers in making
and categorizing their preferences in buying the basic thing like newspaper.

Newspaper

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


General-interest newspapers often feature articles on political events, crime,
business, art/entertainment, society and sports. Most traditional papers also
feature an editorial page containing columns that express the personal
opinions of writers. Supplementary sections may contain advertising,
comics, and coupons.

Newspapers are most often published on a daily or weekly basis, and they
usually focus on one particular geographic area where most of their readers
live. Despite recent setbacks in circulation and profits, newspapers are still
the most iconic outlet for news and other types of written journalism.

Features a newspaper may include are:

• Editorial opinions and op-ends


• Comic strips and other entertainment, such as crosswords, seduce and
horoscopes
• Weather news and forecasts
• Advice, gossip, food and other columns
• Critical reviews of movies, plays, restaurants, etc.
• Classified ads
Newspapers are usually printed on inexpensive, off-white paper known as
newsprint. Since the 1980s, the newspaper industry has largely moved away
from lower-quality letterpress printing to higher-quality, four-color process,
offset printing. In addition, desktop computers, word processing software,
graphics software, digital cameras and digital prepress and typesetting
technologies have revolutionized the newspaper production process. These
technologies have enabled newspapers to publish color photographs and
graphics, as well as innovative layouts and better design.

The number of copies distributed, either on an average day or on particular


days (typically Sunday), is called the newspaper’s circulation and is one of
the principal factors used to set advertising rates. Circulation is not
necessarily the same as copies sold, since some copies or newspapers are
distributed without cost. Readership figures may be higher than circulation
figures because many copies are read by more than one person, although this
is offset by the number of copies distributed but not read (especially for
those distributed free).

Many paid-for newspapers offer a variety of subscription plans. For


example, someone might want only a Sunday paper, or perhaps only Sunday
and Saturday, or maybe only a workweek subscription, or perhaps a daily
subscription.

Customer Perception

Changing consumption culture, a rapid market growth, an intensive pace of


society’s life reveals the need for deeper consumer and their preference
studies. One of the emerging key tasks for marketing professionals is to
understand, adapt to and develop the consumer and his/her behavior. Social
and cultural environment surrounding the consumer, his individual
characteristics and psychological state constitute the objects investigated by
consumer behavior theorists. The majority of these theories are used in the
development of new marketing directions, conducting complex marketing
research and forecasting market changes. The report analyses one variable of
consumer behavior, defined as perception, seeking to identify its usage
possibilities in buying newspapers.

The contemporary product and information marketing are characterized by


abundance and multiplicity. An individual living in such an environment is
constantly influenced by various stimuli and signals. The results of this
interaction directly depend on the persons environmental perception that is
activated from the birth and is used on a regularly basis in the life of a
conscious human. The development of an appropriate and perceptible
message to the consumer becomes one of the main goals for marketing
professionals. Within this context the importance of consumers perception
cognition, controlling the
Link between a personality and surrounding world, is highlighted.
Conducting perception studies, it is necessary to consider changes related to
changing roles of recent
Consumers, women and men.
Literature Review
Literature Review

Review of related literature means researcher should undertake extensive


literature survey connected with the problem for this purpose, the abstracting
and indexing journals and published or unpublished bibliographies are the
first place to go to. Academic journals, conference proceeding, government
reports books etc. must be tapped depending on the nature of the problem. In
this process, it should be remembered that one source will lead to another.
The earlier studies, if any, which are similar to the study in hand, should be
carefully studied. A good library will be a great help to the researcher at this
stage.
For this project I reviewed through many literatures, some of them which
really helped me are the surveys which gave me a clear picture of what are
customer preferences and what all things make them buy a particular
newspaper.
Other sources which helped me in doing the literature review are magazines
such as Business World, Business Today and Competition Success Review.
These sources helped in analyzing the customer preferences on which a
particular newspaper was bought.
Many e-reports were also reviewed which had made a great influence in the
completion of this project. Library assistance is yet another unavoidable
part.
Problem Identification

PROBLEM IDENTIFICATION PROCESS


Problem identification refers to the actual problem about which information
is desired. The attribute that are the object of study are referred to as
characteristics and the units possessing them are called as elementary units.
The aggregate of such units is generally described as population. Thus, all
the units in any field of inquiry constitute universe and all elementary units
constitute population.
The population can be finite and infinite the population is said to be finite if
it is consist of a fixed number of elements so that it is possible to enumerate
it in its totality. An infinite population is which it is theoretically impossible
to observe all the elements.
The population is specific group of people, firms, conditions, activities etc.
which forms the pivotal of research for developing and using a sample, it
become primary duty of a researcher to define the population from which to
draw the sample.

Population – To achieve the objective, the city of Bhilai was selected.

PURPOSE OF STUDY.

TO ANALYSE KEY ROLE OF CUSTOMER PERCEPTION IN BUYING


NEWSPAPER.

STATEMENT OF PROBLEM.

CUSTOMER PERCEPTION PLAYS AN IMPORTANT ROLE IN


BUYING NEWSPAPERS.
OBJECTIVES

OBJECTIVE OF STUDY.
1. TO FIND OUT WHAT ALL PREFERENCES MAKE A NEWSPAPER MORE
POPULAR AMONG THE READERS.

2. TO FIND OUT THE REQUIREMENTS OF CUSTOMER FOR AN IDEAL


NEWSPAPER.

3. TO FIND OUT HOW TO INCREASE THE MARKET SHARE OF THE


NEWSPAPERS FOCUSING ON CUSTOMER PREFERENCES.
Methodology

Methodology
Methodology is a way to systematically solve the research problem. In it the
researcher studies the various steps that are generally adopted by researcher
in studying her research problem along with the logic behind them. It is
necessary for the researcher to design her methodology for her problem as
the same may differ from problem to problem. Thus, when a researcher talks
of research methodology; she not only talks about the of research methods
but also consider the logic behind the methods, we use in the context of his
research study and explain why she is using a particular method or technique
and why she is not using others so that research results are capable of being
evaluated either by the researcher himself or by others.

Below is the description given of the Methodology adopted in this project:

UNIVERSE

Universe refers to the total of items about which information is desired. The
attribute that are the object of study are referred to as characteristics and the
units possessing them are called as elementary units. The aggregate of such
units is generally described as population. Thus, all the units in any field of
inquiry constitute universe and all elementary units constitute population.
The population can be finite and infinite the population is said to be finite if
it is consist of a fixed number of elements so that it is possible to enumerate
it in its totality. An infinite population is which it is theoretically impossible
to observe all the elements.
The population is specific group of people, firms, conditions, activities etc.
which forms the pivotal of research for developing and using a sample, it
become primary duty of a researcher to define the population from which to
draw the sample.

Population – To achieve the objective, the city of Bhilai was selected.

SAMPLE
The sample is the representative unit of population. The researcher has taken

the employee as sample for this research. The sample size chosen for this

project is 150.

Size of Sample

This refers to number of items to be selected from the universe to constitute

a sample. The size of the sample should neither be excessively large, nor to

small. It should be optimum. An optimum sample size is one which fulfills

the requirement of efficiency, representative ness, reliability, and flexibility.

SAMPLING METHOD

Sampling method used in this project is “Simple Random Sampling” in

which samples are taken from Bhilai city randomly.

DATA COLLECTION
The task of data collection begins after a research problem has defined.

Researcher should keep in mind two types of data, primary data and
secondary data. The primary data are those which are collected afresh and

for the first time, and thus happen to be original in character. The secondary

data, on the other hand, are those which have already been collected by

someone else and which have already been passed through the statistical

process. Both, primary data and secondary data were used in

accomplishment of objective of the research..

QUESTIONNAIRE

The term questionnaire refers to a self-administered process whereby the

respondent himself/herself reads the questions and records his/her answers

without assistance of an interviewer. Although the instrument is essentially

question asking and data gathering tool. A questionnaire is more structured

and standardized. The questionnaire consists of a number of questions

printed or typed in a definite order on a form or a set of forms. This method

of data collection is quite popular in case of big enquiries. Here the

questionnaire consists of fourteen objective type questions.

STATISTICAL TECHNIQUE.
Pie-charts and percentage methods are used as the statistical tool to analyze

the data. As the size of sample is very less i.e. 150 so it is the best method to

analyze the collected data more precisely.


FINDINGS

FINDINGS

There is some specific findings they are:


1. The generalization of data is subjective to the population of Bhilai.

2. The generalization of finding is subject to the accuracy of data

provided

By the respondents

3. Closed ended and open ended questions used in the questionnaire

were

Answered comfortably by respondent.

4. The respondents to whom I approached were having different age

groups.

5. This project was completed within a short period.


DATA COLLECTION

Data collection is the soul of any project work done. Data collection has two
important parts:
1. Primary Data Collection
2. Secondary Data Collection
In my project work I had used both types of data collection methods. It not
only helps in enriching the knowledge but also helps in drawing accurate
conclusion.
1. Primary Data Collection: In my primary data collection I had used

questionnaire as my main source of data collection. I used


questionnaires because these are the simple and most effective means
of primary data collection in which respondents can express their
views precisely. For this I had selected Bhilai city. The sampling
method I followed in these two cities is “Simple Random Sampling”
and the sample size I took in this project is 150.
2. Secondary Data Collection: I did my secondary data collection from

different articles in magazines and referring notes from websites


related to newspapers and customer behaving pattern. This indeed
helped me a lot in understanding the whole concept more clearly and
to proceed with my project more precisely.
All the data collected for this project is true and is free from biasness.
Primary data collection has enabled me to interact more with respondents
and helped me to understand what is the actually needed to improve the
market share of newspapers. All my findings are the result of this interaction
with the respondents.
DATA ANALYSIS
Q 1. Do you read newspapers?
Yes ( ) No ( )
If no, Please eliminate…………………………

No
1% 0%

Yes
99%

(Fig1) Analysis: 99% of the respondents were reading newspapers. Only 1%


of them said that they were not interested in reading newspaper.
Q 2 Which newspaper do you read?

S No. Particulars Mark


1 Dainik Bhaskar
2 Nav Bharat
3 Hari Bhumi
4 Nayi Duniya
5 Times of India
6 Hindustan Times
7 Hitvada
8 Chronicle

If others, Please specify…………………………

Hitvada
3% Chronicle
Hindustan 1%
Times
13%
Dainikbhaskar
35%

Times of India
26%
Nayiduniya
Navbharat
1%
17%
Haribhumi
4%

(Fig2) Analysis: 35% respondents said that they were reading Dainik
bhaskar, 26% were reading Times of India, 17% were reading Navbharat,
13% were reading Hindustan Times, were as market share of Haribhumi,
Hitvada, Nayiduniya, Chronicle is as 4%, 3%, 1%, 1% .
Q .3 please mentions your criteria for choosing any newspaper?

S No. Particulars Mark


1 Price
2 Quality
3 Updated news
4 Supplements
5 Progressive Outlook
6 Classifieds
7 Brand loyalty
8 Status Symbol
9 Brand Name

Brand Name Price


13% 8%

Status Symbol Quality


7% 18%

Brand Loyalty
12%

Classifieds Updated news


11% 21%
Prog.Outlook Supplements
3% 7%

(Fig3) Analysis: 21% of respondents agreed that they were reading


newspaper for updated news, 18% were giving priority to quality, 12% were
taking newspaper out brand loyalty and other factors were respectively of
less importance to them, but still classifieds were more important as they
secured 11% popularity among respondents.

Q. 4 Do you think that the newspaper you are reading is the best?

S No. Particulars Mark


1 Yes
2 No
3 Can’t Say

Can't Say
0% 2%
No
2%

Yes
96%

(Fig4) Analysis: 96% of respondents agreed that their newspaper is the best.
But 2% respondents think that their newspaper is not the best and 2% were
confused regarding this.
Q. 5 you think your newspaper is best because

Strongly Agree Neutral Disagree Strongly


Agree Disagree
1 2 3 4 5

S. No. Attributes Ratings


a Reasonable Price 1 2 3 4 5
b High Quality 1 2 3 4 5
c Adequate commercial use 1 2 3 4 5
d Updated news 1 2 3 4 5
e Best Supplements 1 2 3 4 5
f Progressive Outlook 1 2 3 4 5
g Best Classifieds 1 2 3 4 5
h Creating high general 1 2 3 4 5
awareness
i Coverage of News is the best 1 2 3 4 5
j Various Gifts & Offers are 1 2 3 4 5
available
a) Reasonable Price

Str.
Disagree
3%
Str.Agree
Disagree 11%
1%

Agree
28%
Neutral
57%
(Fig5 <a>) Analysis: Majority of the respondents rated it 3 so, they think
that reasonable price is in average level, some of them rated it 2 and very
few of them rated it 4 and 1 so, they were not satisfied with the price.

b) High Quality

Disagree
2%
Str.
Neutral Disagree
4% 2%
Agree
11%

Str.Agree
81%

(Fig5 <b>) Analysis: Majority of the respondents rated it 1 so, they think
that quality is a very important factor for newspapers and some of them rated
it 2 and few of them 4 and 5.

c) Adequate commercial use


Str.
Str.Agree
Disagree
3%
4%

Disagree Agree
4% 2%

Neutral
87%

(Fig5<c>) Analysis: Majority of the respondents rated it 3 so, they don’t


think that commercial use is a factor for choosing a newspaper, other
respondents rated it 4 & 5 considering it not so important.

d) Updated news

Disagree
Neutral
1%
1%
Agree Str.
2% Disagree
0%

Str.Agree
96%

(Fig5<d>) Analysis: Majority of the respondents rated it 1 so, they think


that updated news is the prime factor for buying newspaper.
e) Best Supplements

Str.
Disagree
14% Str.Agree
30%
Disagree
14%

Agree
Neutral 14%
28%

Fig5<e>) Analysis: Majority of the respondents rated it 1 so, they think that
supplements are equally important for increasing the market share of
newspapers.
f) Progressive Outlook
Str.
Disagree
4%
Str.Agree
Disagree 18%
4%

Agree
11%

Neutral
63%

(Fig5<f>) Analysis: Majority of the respondents rated it 3 so, they think that
progressive outlook may or may not be an important factor for increasing the
market share of newspaper.

g) Best Classifieds

Str.
Disagree
4%
Disagree
Str.Agree
14%
35%

Neutral
35% Agree
12%
(Fig5<g>) Analysis: Respondents equally rated it as 1 and 3 giving the
impression that classifieds are more or less important for increasing the
market share of newspapers.

h) Creating high general awareness

Str.
Disagree
Disagree 6%
7%
Neutral
13%
Str.Agree
49%

Agree
25%

(Fig5<h>) Analysis: Majority of the respondents rated it 1 so, they strongly


agree that general awareness is an unavoidable factor which increases the
market share of newspaper.
i) Coverage of News is the best

Neutral Disagree
Agree 1% 1%
3%
Str.
Disagree
0%

Str.Agree
95%

(Fig5<i>) Analysis: Majority of the respondents rated it 1 so, they strongly


agree that the coverage of news is the best with their newspaper.

j) Various Gifts & Offers are available

Disagree Str.Agree Agree


1% 1% 1%
Str.
Disagree
1%

Neutral
96%
(Fig5<j>) Analysis: Majority of the respondents rated it 3 so, they consider
that it doesn’t matter that gifts are provided with newspaper to make the
paper best.

Q6 what makes an ideal newspaper?

S No. Types of Advertisement Mark


1 Detailed News
2 Proper coverage of local news
3 Taking stand on issues
4 Independent & Transparent opinion
5 Less popped up news
6 Adequate commercial use
7 Taking proper feedback for improvements
8 Providing extra information through supplements
Deatailed
Supplement
News
6%
19%
Feedback
18%
Cov. Local
Comm. Use News
6% 14%
Less pop Stand on
news issues
Trans.
12% 6%
Opinion
19%

(Fig6) Analysis: Majority of respondents said that detailed news and


transparent opinion is the must for an ideal newspaper rest all are considered
less important in comparison to these two.

Q.7 Please rate the following attributes on a scale of 1 to 5, based on the


importance that you feel for an ideal newspaper: (Please tick only one
for each)

Strongly Agree Neutral Disagree Strongly


Agree Disagree
1 2 3 4 5

S. No. Attributes Ratings


a Balance between business, 1 2 3 4 5
political and current issues
b Career Information 1 2 3 4 5
c Renowned author’s article 1 2 3 4 5
d Coverage of local, national & 1 2 3 4 5
international news
e Crosswords, puzzles, cartoons 1 2 3 4 5
f Horoscopes 1 2 3 4 5
g Special booklets (health, 1 2 3 4 5
fashion, business etc.)
h Seasonal Booklets ( tourism, 1 2 3 4 5
summer, winter booklets)

a) Balance between business, political and current issues

Str.Disagre
Neutral e
5% 2%
Str.Agree
Disagree 3%
5%

Agree
85%
(Fig 7<a>) Analysis: 85% of respondents agree that balance between
business, political and current issues should be there in an ideal newspaper.

b) Career Information

Str.Disagre
Neutral e
7% 2%

Disagree
3%
Str.Agree
12%

Agree
75%
(Fig 7<b>) Analysis: 75% of respondents agree that career information
should be there in an ideal newspaper.

c) Renowned author’s article

Str.Disagre
Neutral
e
6%
2%

Disagree
Str.Agree
4%
7%

Agree
81%

(Fig 7<c>) Analysis: 81% of respondents agree that renowned author’s


article column should be there in an ideal newspaper.

d) Coverage of local, national & international news


Neutral
1% Str.Disagre
Disagree
e
0%
Agree 2%
4%

Str.Agree
95%

(Fig 7<d>) Analysis: 95% of respondents strongly agree that coverage of


local, national, international news should be there in an ideal newspaper.

e) Crosswords, puzzles, cartoons

Str.Agree
Agree 1%
1%

Neutral
34%

Disagree
3%

Str.Disagre
e
61%

(Fig 7<e>) Analysis: 61% of respondents strongly disagree that crosswords,


puzzles and cartoons are important for an ideal newspaper.

f) Horoscopes
Str.Agree Agree
1% 3%

Neutral
10%

Disagree
14%

Str.Disagre
e
72%

(Fig 7<f>) Analysis: 72% of respondents strongly disagree that horoscopes


are important for an ideal newspaper.
g) Special booklets (health, fashion, business etc.)

Disagree
3% Str.Disagre
e
Agree Neutral 3%
8% 5%

Str.Agree
81%

(Fig 7<g>) Analysis: 81% of respondents strongly agree that special


booklets (health, fashion, business etc.) should be provided with an ideal
newspaper.

h) Seasonal Booklets (tourism, summer, winter booklets)


Disagree Str.Disagre
5% e
2%

Neutral
Agree 9%
14%

Str.Agree
70%

(Fig 7<h>) Analysis: 70% of respondents strongly agree that seasonal


booklets (tourism, summer, winter booklets) should be provided with an
ideal newspaper.

Q. 8 what should be the price of an ideal newspaper?


S No. Particulars Mark
1 1-2 rupees
2 2-3 rupees
3 4-5 rupees
4 More than the above options

more than
4-5rupees that
0% 0%

1-2rupees
2-3rupees 50%
50%

(Fig8) Analysis: 50% respondents said that the newspaper rate should be 1-
2 rupees and 50% said that the price should be 2-3 rupees.
Q.9 Have you ever got any gifts or prizes from newspaper promotional
campaigns?

S No. Particulars Mark


1 Yes
2 No
3 Don’t Know

Don't Know Yes


3% 23%

No
74%

(Fig9) Analysis: 74 % respondents said that they didn’t got any gifts or
prizes from newspaper campaigns, were as 23% got gifts and prizes and 3
%didn’t know about it.

Q.10 which promotional campaigns do you like the most for


newspapers?
S No. Particulars Mark
1 Gift Offers
2 Discount Offers
3 Event Organization

Gift offer
7%

Event
conduction
26%

Discount
offer
67%
67%

(Fig10) Analysis: Majority of respondents said that they prefer discount


offers some said event conduction should be done and few of them said that
gift offers should be given.

Q. 11 in future if you want to shift to any other newspaper which


newspaper will you shift?
S No. Types of Advertisement Mark
1 Dainik Bhaskar
2 Nav Bharat
3 Hari Bhumi
4 Nayi Duniya
5 Times of India
6 Hindustan Times
7 Hitvada
8 Chronicle

If others, Please specify…………………………

Hitvada
3% Chronicle
Hindustan 1%
Times
13%
Dainikbhaskar
35%

Times of India
26%
Nayiduniya
Navbharat
1%
17%
Haribhumi
4%

(Fig11) Analysis: 35% respondents said that they want to shift to Dainik
bhaskar and 26% respondents were interested in shifting to Times of India,
rests were very less in number.

Q.12 Reasons for shifting newspaper?


S. No Name Of The Company Mark
1 Better news or content
2 Superb Supplements
3 Low price
4 Improper availability of current newspaper

If other reasons, Please specify…………………………

Low price
3% Improper
Superb Availability
supplement 15%
s
4%

Better news
content
78%

(Fig12) Analysis: 78% respondents said that they want to shift for better
news content and 15% respondents were interested in shifting because of
improper availability of current newspaper, very few were shifting because
of superb supplement and low price..

TABLE OF ANALYSIS
Variable Parameters Strongl Agre Neutra Disagre Strongl
s y agree e l e y
disagree
X1 Reasonable 16 41 85 2 4
price
X2 High quality 119 10 13 3 3
X3 Adequate 5 3 128 6 6
Commercial
use
X4 Updated 142 3 2 2 0
news
X5 Best 44 21 41 21 21
Supplement
s
X6 Progressive 51 17 93 6 6
Outlook
X7 Best 51 17 51 20 6
classifieds

X8 Creating 72 37 20 10 9
General
Awareness
X9 Coverage of 140 4 2 2 0
news is best
X10 Various 2 2 142 2 2
Gifts &
Offers are
available

TABLE 1

x1= Reasonable price


X2 =. High quality
X3 = Adequate Commercial use
X4 = Updated news
X5 = Best Supplements
X6 = Progressive Outlook
X7 = Best classifieds
X8 = Creating General Awareness
X9= Coverage of news is best
X10= Various Gifts & Offers are available

Table of sum of square

Variable A A² B B² C C² D D² E E²
s
X1 16 256 41 168 85 7225 2 4 4 16
1
X2 119 1416 10 100 13 169 3 9 3 9
1
X3 5 25 3 9 128 1638 6 36 6 36
4
X4 142 2016 3 9 2 4 2 4 0
4
X5 44 1936 21 441 41 1681 21 441 21 441
X6 26 676 17 289 93 8649 6 36 6 36
X7 51 2601 17 289 51 2601 20 400 6 36
X8 72 5184 37 136 20 400 10 100 9 81
9
X9 140 1960 4 16 2 4 2 4 0 0
0
X10 2 4 2 4 142 2016 2 4 2 4
4
Total 617 6460 155 420 577 5728 72 103 57 659
7 7 1 8
TABLE 2

Sum of all items of various samples = ∑A + ∑B + ∑C+∑D+ ∑E = 1478

Correlation Factor = (T² / N) = (1478) ² / 50 =2184484/50=43689.68

Total sum of squares (SST) = ∑A² + ∑B² + ∑C²+∑D² + ∑E² - T² / N

= 64607+4207+57281+1038+659- 43689.68

= 84102.32

Sum of squares between samples (SSC) = ∑A² / N + ∑B² / N + ∑C² /


N+∑D² / N + ∑E² / N - T² / N

= 617² / 10 + 155² / 10+ 577² / 10+ 72² / 10 +


57²/10 -43689.68

= 38068.9+2402.5+33292.9+518.4+324.9-
43689.68

= 30917.92

Sum of squares within samples (SSE) = SST – SSC


=84102.32-30917.92
=53184.4
TABLE: - Analysis of variance

Source of Sum of Degree of Mean Value of F


variation squares freedom d.f. Square
( SS )
Between SSB = ( k-1) = 5 – 1 MSB
Samples 30917.92 =4 = SSB/ (k-1)
(or =7729.48 MSB / MSW
Columns) = 6.54
Within SSW = (n – k ) = 50 MSW
samples 53184.4 -5 = SSW/ (n-
(or rows) = 45 k)
= 1181.87
Total 4473.89 ( 40 – 1 ) =
39
TABLE 3

Above table shows that the calculated value F are 6.54 which are greater
than the table value of at 5% level with d.f. (4, 45). This analysis rejects the
null hypothesis.

Hypothesis testing

i) Null hypothesis: If population mean (µ) is equal to the hypothesis mean (µ


H0) =100.then it is a Null hypothesis. This can express as.

Ho: µ = µHo=150

ii) Alternative hypothesis: If population mean (µ) is equal to the hypothesis


mean µ( H0) =150. Then it is an Alternative hypothesis. This can express as:

Ha: µ ≠ µHo.

i.e. Ha: µ > µHo or

Ha: µ < µHo.


Hypothesis determined
Null hypothesis: Customer perception doesn’t play an important role in buying
newspaper and increasing the market share of newspaper.
Alternative hypothesis: Customer perception plays a very important role in
buying newspaper and increasing the market share of newspaper.
As per analysis the calculated value is more than table value .So null hypothesis
is rejected.
Thus Alternative hypothesis is true which means that customer perception is
very important in buying newspaper and increasing the market share of
newspapers
Results & Discussions
RESULTS

1. Customer preferences vary a lot in choosing a newspaper but majority


of the respondents specification were very important in making the
selection of newspapers.

2. Customer prefers for an ideal newspaper is primarily the detailed


news content, its quality and moreover its brand name matters.

3. The customer perception about buying a particular newspaper of his


choice made the market share of newspapers vary with time and for
satisfying his need he is shifting further.

DISCUSSIONS

Majority of the respondents had different age groups and thus had different
denominations regarding the choice of newspaper, but maximum
respondents were favoring the fact that an ideal newspaper should be the one
with detailed news coverage and of high quality.

Most of the respondents said that they were least bothered about the prizes
or gifts given by the newspapers. The main requirement was the detailed
coverage of news, transparent opinion on issues, general awareness. Apart
from that majority of them were least bothered about the kind of promotion
newspapers were giving or the horoscope, crosswords, puzzles ect. But still
maximum of them said that classifieds and supplements are unavoidable part
of a newspaper.

Majority of the respondents were satisfied with their current newspaper and
if ever they wanted to shift to any other newspaper their first preference will
be better news content, some of them wanted to shift because the availability
of their current newspaper was not appropriate, low price and other factors
like supplements were of least matter.

Conclusion &
Scope of Further Work
CONCLUSION

MARKET SHARE OF NEWSPAPERS CAN BE INCREASED ONLY


WHEN CUSTOMER PERCEPTION ABOUT IDEAL NEWSPAPER IS
MET PROPERLY.

SCOPE OF FURTHER WORK

 Regular newspaper feedback survey must be conducted for


understanding the needs and satisfaction of customers for newspaper.
By this market share can be increased.
 Updated news and transparent opinion should be provided so that
customers can grab the matter clearly without biasness.
 Supplements should give not only extra information but they should
also create general awareness for different issues happening in this
world..
 The prime factor with newspaper is to strike the customer perception
about buying a newspaper the market share of newspaper will
automatically increase if it is met.
 New strategies should be formulated to attain the level of customer
perception for buying newspapers.
BIBLIOGRAPHY

Books:
(1) Dr. S. P. Gupta, Business Statistics, Sultan Chand & Sons
Educational Publishers, New Delhi, Fourteenth Edition, 2005,
Chapters 2 & 3, Pages 16-36 & 37-81
(2) C.R. Kothari, Research Methodology, New Age International (P)
Ltd. Publishers, New Delhi, Second Edition, 2004, Chapters 2,3 &
4, Pages 24-29, 31-53 & 55-67

Website:
 http:// www.wikipedia.com
 http:// www.citemarketing.com
 http://www.markettrends.com

 http://www.newspaperindia.com

Magazines:
 Business World
 Business Today
 Competition Success Review

QUESTIONNAIRE
QUESTIONNAIRE

PROJECT: “A survey on Customers Perception about


Buying Newspapers”
Name of respondent Respondent #
Area Age
Phone Number: Date of interview:

Declaration: This questionnaire is for market research purpose as part of


our academic project. Please give us your honest and frank opinion. We
promise to keep your responses anonymous.

Q 1. Do you read newspapers?


Yes ( ) No ( )
If no, Please eliminate…………………………

Q. 2 Which newspaper do you read?

S No. Types of Advertisement Mark


1 Dainik Bhaskar
2 Nav Bharat
3 Hari Bhumi
4 Nayi Duniya
5 Times of India
6 Hindustan Times
7 Hitvada
8 Chronicle

If others, Please specify…………………………

Q .3 Please mention your criteria for choosing any newspaper?

S No. Types of Advertisement Mark


1 Price
2 Quality
3 Updated news
4 Supplements
5 Progressive Outlook
6 Classifieds
7 Brand loyalty
8 Status Symbol
9 Brand Name

Q. 4 Do you think that the newspaper you are reading is the best?

S No. Particulars Mark


1 Yes
2 No
3 Can’t Say

Q. 5 You think your newspaper is best because

Strongly Agree Neutral Disagree Strongly


Agree Disagree
1 2 3 4 5

S. No. Attributes Ratings


1 Reasonable Price 1 2 3 4 5
2 High Quality 1 2 3 4 5
3 Adequate commercial use 1 2 3 4 5
4 Updated news 1 2 3 4 5
5 Best Supplements 1 2 3 4 5
6 Progressive Outlook 1 2 3 4 5
7 Best Classifieds 1 2 3 4 5
8 Creating high general 1 2 3 4 5
awareness
9 Coverage of News is the best 1 2 3 4 5
10 Various Gifts & Offers are 1 2 3 4 5
available

Q6 What makes an ideal newspaper?

S No. Types of Advertisement Mark


1 Detailed News
2 Proper coverage of local news
3 Taking stand on issues
4 Independent & Transparent opinion
5 Less popped up news
6 Adequate commercial use
7 Taking proper feedback for improvements
8 Providing extra information through supplements
Q.7 Please rate the following attributes on a scale of 1 to 5, based on the
importance that you feel for an ideal newspaper: (Please tick only one
for each)

Strongly Agree Neutral Disagree Strongly


Agree Disagree
1 2 3 4 5

S. No. Attributes Ratings


1 Balance between business, 1 2 3 4 5
political and current issues
2 Career Information 1 2 3 4 5
3 Renowned author’s article 1 2 3 4 5
4 Coverage of local, national & 1 2 3 4 5
international news
5 Crosswords, puzzles, cartoons 1 2 3 4 5
6 Horoscopes 1 2 3 4 5
7 Special booklets (health, 1 2 3 4 5
fashion, business etc.)
8 Seasonal Booklets ( tourism, 1 2 3 4 5
summer, winter booklets)
Q. 8 What should be the price of an ideal newspaper?

S No. Particulars Mark


1 1-2 rupees
2 2-3 rupees
3 4-5 rupees
4 More than the above options

Q.9 Have you ever got any gifts or prizes from newspaper promotional
campaigns?

S No. Particulars Mark


1 Yes
2 No
3 Don’t Know

Q.10 Which promotional campaigns do you like the most for


newspapers?

S No. Particulars Mark


1 Gift Offers
2 Discount Offers
3 Event Organization
4 Any other please specify………………………….

Q. 11 In future if you want to shift to any other newspaper which


newspaper will you shift?

S No. Types of Advertisement Mark


1 Dainik Bhaskar
2 Nav Bharat
3 Hari Bhumi
4 Nayi Duniya
5 Times of India
6 Hindustan Times
7 Hitvada
8 Chronicle

If others, Please specify…………………………


Q.12 Reasons for shifting newspaper?

S. No Name Of The Company Mark


1 Better news or content
2 Superb Supplements
3 Low price
4 Improper availability of current newspaper

If other reasons, Please specify…………………………


Q.13 Please tell us something about yourself?

Gender Male Female


Household 5000- 10000 –
income/month <5000 10000 15000 >15000
Marital Status Single Married
Student Self-employed
Sales /Marketing
Occupation executive Office Executive
Others
Manager (Specify)________
Senior
secondary Graduati
Education High School school on
Post Others (Specify)
Graduation ___________________