See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/348650593

A STUDY ON CONSUMER PREFERENCE TOWARDS THE HINDU NEWSPAPER

IN TIRUCHIRAPPALLI CORPORATION

Article  in  International Journal of Advanced Scientific Research & Development (IJASRD) · March 2017

CITATIONS READS

0 2,062

1 author:

Arul Ramanatha Pillai

St. Joseph's College of Tiruchchirappalli
62 PUBLICATIONS   3 CITATIONS   

SEE PROFILE

All content following this page was uploaded by Arul Ramanatha Pillai on 21 January 2021.

The user has requested enhancement of the downloaded file.

 Available online at http://www.ijasrd.org/in

International Journal of Advanced Scientific

Research & Development e-ISSN: 2395-6089
p-ISSN: 2394-8906
Vol. 04, Iss. 03, Ver. I, Mar’ 2017, pp. 52 – 57

A STUDY ON CONSUMER PREFERENCE TOWARDS THE

HINDU NEWSPAPER IN TIRUCHIRAPPALLI CORPORATION
Dr. R. Arul1 and Dr. G. Suresh2
1 Assistant Professor in Commerce Computer Application, St. Joseph’s College (Autonomous),
Tiruchirappalli – 620 002, Tamil Nadu.
2 Assistant Professor in Commerce, Imayam Arts and Science College, Kannanur, Thuraiyur, Trichy
(Dt) – 621 206. Tamil Nadu.

ARTICLE INFO ABSTRACT

Article History:
Received: 18 Mar 2017;
Received in revised form:
22 Mar 2017;
Accepted: 22 Mar 2017;
Published online: 22 Mar 2017.
Key words:
Consumer,
Consumer preference,
Newspaper,
Social responsibility,
Quality and so on.
Copyright © 2017 IJASRD. This is an open access article distributed under the Creative Common Attribution
License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original
work is properly cited.
According to “Fulton J. Sheen” The proud man counts his
newspaper clippings, the humble man his blessings. The
newspaper is defined as “Any printed periodical work,
containing public news or comments on public events” Press and
Registration Book Act 1987. (Ahuja B.N) Media in India,
experience newspaper media, are undergoing significant
changes in the current liberalized environment. 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. (James F.Engel). 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. ( Kamath M.V, Kumar
K.J). In this paper the researchers wish to study Consumer
Preference Towards The Hindu Newspaper In Tiruchirappalli
Corporation.

How to cite this article: Arul, R., & Suresh, G., (2017). “A Study on Consumer Preference Towards the Hindu Newspaper in
Tiruchirappalli Corporation”. International Journal of Advanced Scientific Research & Development (IJASRD), 04 (03/I), pp.
52 – 57.
Arul et al., (2017)

INTRODUCTION
According to “Fulton J. Sheen” The proud man counts his newspaper clippings, the
humble man his blessings. The newspaper is defined as “Any printed periodical work,
containing public news or comments on public events” Press and Registration Book
Act1987.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 overall 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.

1.1 Objectives of the Study

1. To study the consumer preference towards The Hindu Newspaper.
2. To know the consumer preference towards supplement issued by The Hindu.
3. To study the preference of the reader with the present distribution system of
newspaper with special reference to agent newspaper vendors.
4. To offer suitable suggestions for enrich the consumer preference of The Hindu news
paper.

METHODOLOGY OF THE STUDY

Any study to be perfect, comprehensive, holistic and authentic should have and
reflect all the dimensions and characteristics of the universe it is on. The universe being
large and spread out. If the study has to be authentic, it has to be representative of the
universe. The represent activeness and the authencity of the study depend purely on the
data gathered and analyzed. The characteristics of data collected and the validity and the
veracity of the analysis could be said to fully dependent on the methods and methodology
employed in the study.
The importance of the study area, selection of sample, methods of data collection, for
the present study are discussed in the chapter. Finally, a brief description of the sample
units and the study area are also presented to provide the background for the discussion in
the chapter to follow.
53 Volume 04, Issue 03, Version I, Mar’ 2017
 A Study on Consumer Preference Towards the Hindu Newspaper in Tiruchirappalli Corporation

2.1 Research Design

Research Design is descriptive as well as analytical, because the researcher as used
facts or information already available and analyzed these to make a evaluation of the
material.

2.2 Primary Data Collection

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

2.3 Technique of Data Collection

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

2.4 Area of the Study

The study on consumer preference towards has been limited to consumers located in
Trichirappalli Corporation.

2.5 Period of the Study

The period of the study covers three months (January 2016 to March 2016).

2.6 Sources of Data

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.
Questionnaire was the main tool used for collecting the first hand information from
the respondents. Hence, great attention was given to construct the questionnaire. The
questionnaire was prepared with the help of the research guide and experts. The questions
were framed in a sample manner, capable of being answered easily and quickly by the
respondents.
The possible answer to every question and to put a tick mark by the respondent
whenever was applicable. The study also consists of secondary data, which are collected
from magazines, newspapers and journals and also website.

2.7 Sample Size

The sample size selected for the study is 100 respondents. The respondents are
selected by simple random sampling method.
Table No. 01: Quality of Information Wise Classification of the Respondents

Quality No. of Respondents Percentage

Excellent 36 36.00

Good 28 28.00

Volume 04, Issue 03, Version I, Mar’ 2017 54

Arul et al., (2017)

Moderate 19 19.00

Fair 13 13.00

Poor 4 4.00

Total 100 100.00

Source: Field data

It could be ascertained from the Table-01 that, 36.00 percentage of the respondents
belong to the Excellent, 28.00 percentage of the respondents belong to the Good, 19.00
percentage of the respondents belong to the Moderate, 13.00 percentage of the respondents
belong to fair and the remaining 4.00 percentage of the respondents belong to the Poor.
Hence it could be found from the Table-01 that, 36.00 percentage of the respondents
who belongs to Excellent is the highest
Table No. 02: Part of the Content Like the Most – Wise Classification of the Respondents

Most of Fondness No. of Respondents Percentage

News 41 41.00

Entertainment 24 24.00

Sports 26 26.00

Others 9 9.00

Total 100 100.00

Source: Field data
It could be ascertained from the Table-02 that, 41.00 percentage of the respondents
belong to the News, 24.00 percentage of the respondents belong to the Entertainment, 26.00
percentage of the respondents belong to the Sports, and the remaining 9.00 percentage of
the respondents belong to the Other.
Hence it could be found from the Table-02 that, 41.00 percentage of the respondents
who belongs to News cost is the highest
Table No. 03: Reliable is the Information Wise Classification of the Respondents

Information No.of Respondents Percentage

Extremely reliable 39 39.00

Very much reliable 26 26.00

Neutral 17 17.00

Not much 14 14.00

Not at all 4 4.00

Total 100 100.00

Source: Field data
55 Volume 04, Issue 03, Version I, Mar’ 2017
 A Study on Consumer Preference Towards the Hindu Newspaper in Tiruchirappalli Corporation

It could be ascertained from the Table-03 that, 39.00 percentage of the respondents
belong to the Extremely reliable, 26.00 percentage of the respondents belong to the Very
much reliable, 17.00 percentage of the respondents belong to the Neutral, 14.00 percentage
of the respondents belong to the Not much, and the remaining 4.00 percentage of the
respondents belong to the Not at all.
Hence it could be found from the Table-03 that, 39.00 percentage of the respondents
who belongs to Extremely reliable is the highest

Table No.04: Supplement Copy Wise Classification of the Respondents

Supplement Copy No. of Respondents Percentage

Metro plus 47 47.0

Young world 25 25.0

Job opportunity 18 18.0

Others 10 10.0

Total 100 100.0

Source: Field data

It could be ascertained from the Table-04 that, 47.00 percentage of the respondents
belong to the Metro plus, 25.00 percentage of the respondents belong to the Young world,
18.00 percentage of the respondents belong to the Job opportunity, and the remaining 10.00
percentage of the respondents belong to the Others.
Hence it could be found from the Table-04 that, 47.00 percentage of the respondents
who belongs Metro plus is the highest.

ANALYSIS AND RESULTS

1. Quality of information wise classification of the respondents that, 36.00 percentage
of the respondents who belongs to excellent is the highest
2. Part of the content like the most- wise classification of the respondents that, 41.00
percentage of the respondents who belongs to news cost is the highest
3. Reliable is the information wise classification of the respondents that, 39.00
percentage of the respondents who belongs to extremely reliable is the highest
4. Supplement copy wise classification of the respondents that, 47.00 percentage of the
respondents who belongs metro plus is the highest.

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.
Volume 04, Issue 03, Version I, Mar’ 2017 56
 Arul et al., (2017)

REFERENCES
[1] Ahuja B.N, (1979), “Theory and Practice of Journalism”, Surjeet Publications, 7-K,
Kolhapur Road, Delhi-110007.
[2] David W. Cravens, Gerald E, Hills, Robert B. Woodruff, (1996), “Marketing
Management”, A.I.T.B.S. Publishers, J-5/6 Krishan Nagar, Delhi-51.
[3] James F. Engel, Roger, Paul W. Miniard, (1990), “Consumer Behaviour”, The Dryden
Press, CBS Publishing Japan Ltd.
[4] Kamath M.V., (1980), “Professional Journalism”, Vikas Publishing House Pvt., Ltd.,
20/4, Industrial Area, Ghaziabad, U.P.
[5] Kumar K.J., (1986) “Mass Communication in India”, Xavier Institute of Communication,
St. Xavier’s College, Bombay – 400 001.

57 Volume 04, Issue 03, Version I, Mar’ 2017

View publication stats