Consumer preference at dinamalar

A SUMMER TRAINING AT “DINAMALAR – NATIONAL TAMIL DAILY NEWSPAPER”
SHENPAKKAM, VELLORE
By
R.VAISHNAVI
Reg. No. 510817631053
A SUMMER TRAINING REPORT
Submitted to the
FACULTY OF MANAGEMENT SCIENCE
In partial fulfillment for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
ANNA UNIVERSITY
CHENNAI - 600 025
JULY- 2018

BONAFIDE CERTIFICATE
Certified that the Summer Training report at “DINAMALAR NATIONAL TAMIL DAILY
NEWSPAPER”is the bonafide work of R.VAISHNAVI, REG.NO. 510817631053 who carried out
the work under my supervision. Certified further that to the best of my knowledge the work
reported here in does not form part of any other project report or dissertation on the basis of which a
degree or award was conferred on an earlier occasion on this or any other candidate.
Signature of Supervisor Signature of HOD
Submitted to project viva voce held on________________
Internal Examiner

DECLARATION
I hereby declare that the Summer Training report at “DINAMALAR NATIONAL TAMIL DAILY
NEWSPAPER” Submitted for the M.B.A. Degreeis my original work and the dissertation has not
formed the basis for the award of any degree, associated ship, fellowship or any other similar titles.
Place:
Signature of the student
Date: (R.VAISHNAVI)

ACKNOWLEDGEMENT
I am grateful to almighty for his guidance, strength, wisdom and support throughout this
project.
I take this great opportunity to express my sincere thanks to our Managing Trustee Shri. N.
SUGALCHAND JAIN, Trustee/Chairman Shri P. PYARELAL JAIN and Trustee/Secretary Shri.
T. AMAR CHAND JAIN, for their encouragement and for providing facilities required for successful
completion of this project work.
I take great privilege to thank our principal Dr. M.Barathi., M.E., Ph.D.,GanadipathyTulsi’s
Jain Engineering College, Kaniyambadi, for being an inspiration to do this Project Work.
My gratitude to Dr.S.Margabandhu MBA.,M.Phil., Ph.D., Associate Professor
&HOD/MBA, for teaching me the real glimpse of the project. His constant guidance and painstaking
efforts during the project period deserves a heartfelt gratitude from me.
I thank my project guide to MS. B.NANDHINI MBA, Associate Professor all his help and
support throughout the project. I also thank all the faculties, GanadipathyTulsi’s Jain Engineering
College, Kaniyambadi, for their help during my course of study.
My deep sense of gratitude to, S.MURUGAN, System Admin., for giving me an excellent opportunity
to undergo the Summer Project.
Finally I wish to thank, my beloved Parents, brother and friends for their valuable support and
encouragement rendered for the successful completion of this project.
R.VAISHNAVI

TABLE OF CONTENTS
CHAPTER.NO
TITLES
PAGE.
NO
1 INDUSTRY PROFILE 1-4
2 COMPANY PROFILE
2.1 ORGANISATION CHART
2.2 SUPPLEMENTS
5-6
7
8-9
3 DEPARTMENT DETAILS 10-16
4 MAJOR CIRCULATION& SUPPLIERS 17-19
5 INTRODUCTION OF THE STUDY
5.1 NEED OF THE STUDY
5.2 OBJECTIVES OF THE STUDY
5.3 SCOPE OF THE STUDY
5.4 REVIEW OF LITERATURE
5.5 RESEARCH METHODOLOGY
20-21
22
23
24
25-26
27-28
6 DATA ANALYSIS AND INTERPRETATION 29-43
7 FINDINGS AND SUGGESTIONS 44-45
5 CONCLUSION 46
APPENDIX

LIST OF CHART
CHART NO. DESCRIPTION PAGE NO.
1 AGE OF THE RESPONDENTS 29
2 GENDER OF THE RESPONDENTS 30
3
OCCUPATIONS 31
4 THE HABIT OF READING NEWSPAPER 32
5 NEWS PAPER TO READ 33
6 READ “DINAMALAR” NEWSPAPER 34
7
THE QUALITY OF INFORMATION OF
“DINAMALAR” WHEN COMPARED TO OTHER
NEWSPAPERS
35
8
“DINAMALAR” NEWSPAPER IS THE ONE YOU
LIKE THE MOST
36
9
RELIABLE IS THE INFORMATION OF
“DINAMALAR” NEWSPAPER
37
10
SUPPLEMENTS COPY OF “DINAMALAR” YOU LIKE
THE MOST
38
11
CHOOSE NEWSPAPER RATHER THAN ANY OTHER
MEDIA
39
12 “DINAMALAR” NEWSPAPER LACKS 40
13
“DINAMALAR” HAS RELEVANT INFORMATION
FOR ALL AGE GROUPS
41
14
THE HINDU NEWSPAPER AT FREE OF COST THEN
WHAT WILL BE YOUR FREQUENCY OF READING
42
15
“DINAMALAR” ADDSVALUE TO YOUR
KNOWLEDGE
43

INDUSTRY PROFILE
Dinamalar was founded by T. V. Ramasubbaiyer on September 6, 1951 at Thiruvananthapuram. The
operations were moved to Tirunelveli in 1957. New editorial and printing units were opened
in Tirunelveli (1957),Tiruchi (1966), Chennai (1979),Madurai (1980), Erode (1984),Pondicherry
(1991),Coimbatore (1992),Vellore (1993),Nagercoil (1996), Salem (2000).
INDIAN NATIONAL DAILY NEWSPAPER IN TAMIL
FOUNDER:
Dinamalar was founded by T. V. Ramasubbaiyer on September 6, 1951 at Thiruvananthapuram. A
Patriot Freedom fighter, Social- Conscious Philosopher and Self-made Champion Journalist. Born on
the same date and month of Mahatma Gandhiji, the father of the Indian Nation.
LIFE'S MOTTO :
1. The purpose of earning wealth by sweat and sufferings is to serve the needy and deserving.
2. " One of the objects of a Newspaper is to understand the popular feeling and give expression to it;
The second is to arouse among the people certain desirable sentiments and The third is to expose
fearlessly the popular defects."
- Mahatma Gandhi
1

ABOUT THE COMPANY:
DINAMALAR Tamil daily was launched at Thiruvanthapuram on September 06, 1951. Ten Editions
from :
 Tirunelveli (1957),
 Tiruchi (1966),
 Chennai (1979),
 Madurai (1980),
 Erode (1984),
 Pondicherry (1991),
 Coimbatore (1992),
 Vellore (1993),
 Nagercoil (1996)
 Salem (2000)
Dinamalaris continuing to grow from 3000 copies per day in 1951 to 9,42,812 copies per day in 2018
9,42,812(±) copies published daily.
Most popular among upper and upper-middle class and educated intelligenzia.
Hot and First news on local happenings with good proportion of International reports.
Popular in Metros but most popular in Non Metro cities and Suberbs.
Very Low cost per thousand rate for Consumables and Consumer durables.
Strictly Consicous reporting and fearlessly exposing social defects and perpetrators.
Renowned for social awakening and public causes.
2

Non-Aligned to any political party or religion.
Trend setter of weekly supplements to attract a wide cross-section of population captivating
SundaynnaRendu: Every Sunday Two Dinamalar comes out. It contains a variety of subjects: Halo
Thozhiye for women; Hai Students, a guidelines to students; Halo Doctor with useful medical tips;
IniyaIllam, regarding home building;
SUPPLEMENTS:
The following supplements are published by Dinamalar:
Day Supplements Description
Monday Feature/Magazine Nidhi(Personal Finance), Kalvi malar, Pattam (Students magazine)
Tuesday Feature Velaivaaipu malar (Employment opportunities)
Wednesday Feature Malar (Health), Vivasayamam (Agriculture special)
Thursday Feature
Ariviyal malar (Latest tech), thiraimalar
(Cine buzz)
Friday Feature/Magazine Siruvar Malar (Children's magazine), Metro (Chennai Metro)
Saturday Feature/Magazine malar (Spiritual magazine), KanavuIllam (Real Estate)
Sunday Feature/Magazine
Varamalar (Family magazine), Cinema Pakkam, Kannamma
(Women empowerment feature)
All days Feature
Astrology, Thozhil (Business page), District Supplement, Tea kadai
bench (Political Gossip)
Specials Magazine/Tabloid
Diwali malar, pongal malar, Navrathri special, Varuda malar (Year
guide)
3

On line services:
Using each and every recent technology Dinamalar widens it umbrella in other areas also. We have an
online service form 1999, with 40 NRIs as our Reporters in various countries to cater the need of
ForiegnTamilians. For reference purpose we have given the list of Tamil sangams in abroad.
Dinamalar on line service is being viewed by more than Twolakh persons from more than190countires.
Secondly we started International edition, which is available throughout world through vending
machines in Airports, Departmental Stores and Hotels. You can get the printed version of Dinamalar
on the same day itself. Moreover you can get the same from your computer also and get,it,as,print,out.
Thirdly e-paper. Most of our subscribers, even though they view our online services, they want to read
the news which is in printed format to have the same look and feel. To cater that section
ofsubscribers,they,introduced,ePaper
Fourthly SMS New service. You can receive the latest news of the day or the cricket score by sending
SMS from your mobile; From Dinamalar mobile corner you can get new ringtones and astrology
details also.
CIRCULATION:
The newspaper is printed in 10 cities in Tamil Nadu
namely Chennai, Coimbatore, Erode, Madurai, Nagercoil, Pondicherry, Salem, Tiruchirappalli,
Tirunelveli and Vellore. as well as in Bangalore, Karnataka and Tirupati, Andhra Pradesh. As of 2016,
the newspaper has a circulation of 9,42,812.
4

COMPANY PROFILE
Founder T. V. Ramasubbaiyer
Vellore Incharge R.R. Gopaljee
Office Superintendent P. Kunjithapatham
Editor Incharge PalanivelPandirajan
Printing Foreman Head Ganesh
Daily Newspaper In 1951
Netpaid Circulation 50,000 copies per day at vellore circle
Online Edition 1999
Printing Main Edition Chennai
Printing Centers Tirunelveli, Tiruchi, Chennai,
Madurai, Erode, Pondicherry,
Coimbatore, Vellore, Nagercoil,
Salem.
Total workers (Vellore branch) 150
Reporters 30
Part time reporters 15
Photographers 5
Layout artist 7
Communication 2
5

DINAMALAR – NATIONAL TAMIL DAILY:
Reg No. SSPOS/VL/001/2015-017
Edited and Printed by Dr.R. Ramasubbu
Published by R.R. Gopaljee
Address: New standard press
No. 153, Bangalore Road, Shenpakkam,
Vellore – 632 013.
Ph: 2292011, 2292012, 2292013
Fax: (0416) 2292023, RNI No. 55316/93,
Email: vlrdmr@gmail.com
6

Organisation Structure
Dinamalar
Departments of Print Media
Business Administration
Head / Business Manager
Advertisement Circulation Promotion Accounting & Auditing
Department Department Department Department
Head Head Head Head
Advisement Manager Circulation Officer H.R. Manager Accounting
Classified Display Advertisement
Department Department
7

Dinamalar Newspaper:
Trend setter of weekly supplements to attract a wide cross-section of population captivating
SundaynnaRendu: Every Sunday Two Dinmalar comes out. It contains a variety of subjects: Halo
Thozhiye for women; Hai Students, a guidelines to students; Halo Doctor with useful medical tips;
IniyaIllam, regarding home building;
Supplements:
Varamalar (Family magazine),
Cinema Corner, Kannamma (Women empowerment feature)
8

Siruvar Malar (Children's magazine),
Bhakthi malar (Spiritual magazine),
9

3. Department Details:
The job of workers in Print Media has increasedsignificantly due to cut throat competition with live
media. Now adays the Print media has not merely a business but it has becomean industry too. Print
Media Management is quite different fromthat of other industries. Classification of Print Media
Managementand organizational structure is depicted in Chart.
Business Administration and editorial section are two maindepartments in print media. Business
Manager is head of businessadministration department. Business manager controls otherdepartments
like, advertisement, circulation, promotion (HumanResources) accounting and other departments.
Major departments of Print Media Organisation:
 Business Manager,
 Advertisement,
 Circulation,
 Promotion,
 Accounting,
 Mechanical Department,
 Editorial Department,
 Newspaper Department,
 Head of Newspaper Department.
10

Business Manager:
Business Manager is head of businessadministration department. Business manager controls
otherdepartments like, advertisement, circulation, promotion (HumanResources) accounting and other
departments.
Business Manager
Advertisement Circulation Promotion Accounting & Auditing
Department Department Department Department
Advertisement Department:
Newspaper is a distinct product, and in almost all the newspaper organizations. Advertisement
department takes care of promoting space to the commercial advertisers. Strategies of this
departmentshould complement the overall success of the organization. Distinctive nature of
Newspaper makes it a bit complex for marketers to chalk out promotional strategies. The marketing
departments in a newspaper organization, will be involved in formulating marketing plans in
advertisement departments. Revenue through advertisements will influence the cover price of a
newspaper to a large extent. ‘Cover price’ refers to the price at which the newspaper is sold.
Advertisement Department
Local National & Classified Display Service
Account International Account Account Account Division
11

Circulation Department:
Circulation department takes care of generating new subscriptions and distribution of copies to the
existing ones. Strategies of the department should complement the overall success of the organization.
The main departments come under this important departmentare city circulation, area Circulation and
Sales promotion. Salespromotion department is also known as Public Relation Department ofa
Newspaper.
Circulation Department:
 City Circulation
 Area Circulation
 Sales Promotion
 PublicRelation Department
i. Rural
ii. Urban
Mechanical Department:
Irrespective of climat and otherconditions duet.This department news paper must be ready
everymorning for their readers organization chart of this department.
Head Technical Manager /
(Plant Superintendent) :
 Composing Room
 Stero Type Department
 Press Room
 Engraving Desk
 Proof
12

Editorial Department :
Chief Editor is head of this important department.
EDITORIAL DEPARTMENT:
Head News Collected from
Chief Editor Journalists
City Desk Society Sports & Entertainment Business Economy News Reserve
Copy Copy Copy Copy Copy Copy
Reader Reader Reader Reader Reader Reader
Newspaper Department :
Newspaper gets news, features andphotos. Wire services like PTI, UNI, HS, SB and own reporters
areresponsible for this purpose. Wire Services and Feature Syndicate arementioned.
Newspaper Department:
 News
a. Wire services
b. Feature syndicate
 Features
 Photos
13

1.Wire services:
 P.T.I.
 U.N.I.
 Hindustan Samachar (H.S.)
 Samachar Bharti (S.B.)
 Own Reporters
II.Feature Syndicate:
 Human Interest Stories
 Political & Economic News
 Development
 Fashion
 Food
 Child Care
 Health
 Religion
 Education
 Astrology
 Housing
 Travels
 Others
 Comics
 Puzzle
 Cartoons
14

HEAD OF NEWS DEPARTMENT:
City editor, Managing editor, News editor, Business editor, Sports editor and other editor and other
editors are head of their own departments. Some times these departments are called section and sub
section of Print Media Industry.
 City Editor
 Managing Editor
 News Editor
 Finance / Business Editor
 Sports Editor
 Society Editor
 Radio / TV Editor
 Individual Beats Editor
 Editorial Writer
 Sunday Editor
 Columnists
 Commercial Editor
COMPOSING ROOM:
 Hand Composing
 Hand Compositor
 Proof Reader
 Lock-up Man
 Distributor
 Machine Type Setting
 Lino-type Operator
 Photo setting operator Proof Reader
 Monotype Key board Operator
 Monotype Caster
 Modern Printing Method
15

 Photo type setter
 Proof Reader
 Offset Printer
Machine operator:
Hand composing Machine type setting, Photo type setting, Roto type setting, Lithography and Offset
printing organization is presented in above mentioned chart.
 Rotogravure Method Other Methods
 Rotogravure setter Photo Engraving
 Screen Printer Lithography
 Other Methods
 Photo Engraving
 Lithography
 Type Casting
 Photo Cropping
PROMOTION:
Promotion is communicating information between seller and prospective buyer to motivate the
behavior towards making a positive purchase decision. Newspaper, though an advertisement carrier by
itself, also needs to be promoted in order to be sold and read.
Newspaper
Personal selling Advertising Sales promotion Publicity
Through direct sales Through Incentives to agents through sponsored
Electronic and print media hawkers and delivery boys events
16

MAJOR CIRCULATION:
The newspaper is printed in 10 cities in Tamil Nadu namely
 Chennai,
 Coimbatore,
 Erode,
 Madurai,
 Nagercoil,
 Pondicherry,
 Salem,
 Tiruchirappalli,
 Tirunelveli and
 Vellore.
As well as in Bangalore, Karnataka and Tirupati, Andhra Pradesh. As of 2018, the newspaper has a
circulation of 9,42,812.
Distribution process:
There are two important stages in newspaper delivery channel, which may be classified into two
stages,
 From printing location to the drop point
 From drop point to the Customer / Reader
Residential distribution:
This system of distribution is vital as majority of the newspaper sale happens through residential
distribution. Residential distribution is referred to as delivering the copy of printed newspaper to the
reader door step. Once the printed copy is ready at print location, it is loaded into the transport van for
being delivered at distributor / agent’s location, which is usually called
‘drop point’. These drop points will usually be common for all the newspapers, where the hawkers /
delivery boys will come and take the copies for distributing at the door step of the readers.
17

Supply to retail outlets:
This channel is mainly used to cater to the casual / occasional buyer and the readers on the move. In
this the newspapers will be delivered to retail outlets for display and sale. These shops can be a book
store/pavement shops etc. and display material will also be supplied to these shops.
Type of display material Utility of display material Approximate cost
Newspaper stands For the display of newspapers and
magazines
Rs.500 to 1500 approximate
Magazine clips For dangling the magazines
outside the shop for visibility
Rs.10 to Rs.25 approximate
Sign boards / Name boards For indicating the shop name &
the logo of the newspaper
providing the board. It can also be
with back-lit facility for
visibility during night
Rs.50 per square feet for
nonlit and Rs.150 for lit
board.Additional
expenditure in the form of
electricity will also be borne
by the newspaper
Supply through postal service:
This mode of distribution is purely demand driven i.e., the subscriber will ask for the copy by paying
the subscription amount in advance to get it by post, even after 2-3 days. This type of distribution is
more prevalent in the Magazines market. Distribution of newspapers through this mode is minimal.
There is no much of a change in the physical distribution of the product (newspaper). Infrastructure
developments such as better road connectivity etc., have facilitated early reach, but the mode of
distribution of copies remained same over the period.
18

On line services:
Using each and every recent technology Dinamalar widens it umbrella in other areas also. We have an
online service form 1999, with 40 NRIs as our Reporters in various countries to cater the need of
ForiegnTamilians. For reference purpose we have given the list of Tamil sangams in abroad.
Dinamalar on line service is being viewed by more than Twolakh persons from more than190countires.
Secondly we started International edition, which is available throughout world through vending
machines in Airports, Departmental Stores and Hotels. You can get the printed version of Dinamalar
on the same day itself. Moreover you can get the same from your computer also and get,it,as,print,out.
Thirdly e-paper. Most of our subscribers, even though they view our online services, they want to read
the news which is in printed format to have the same look and feel. To cater that section
ofsubscribers,they,introduced,ePaper
Fourthly SMS New service. You can receive the latest news of the day or the cricket score by sending
SMS from your mobile; From Dinamalar mobile corner you can get new ringtones and astrology
details also.
PRICE:
Like all other products, newspaper pricing is also a complex process, decisions are taken taking into
consideration both internal and external challenges. Broadly there are two pricing strategies – ‘cost
oriented pricing’ and ‘demand oriented pricing’ strategy. Cost oriented pricing strategy is most
common strategy for products and services.
 Market potential – readership-profitability ratio of the market being served
 Competition
 Cost of production and transportation
19

CONSUMER PREFERENCE TOWARDS “DINAMALAR” NEWSPAPER
Introduction of the study:
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 over all 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 “ActoDivra”
which meant, “Daily happening” in Greek. There are the oldest two newspapers in the pre-recorded
history.
The first newspaper of the world was the “Morning Post” which was started in London in the year
1772 followed by this another newspaper “The London Times” started in publications
20

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 Hindi and other Indian languages. Since May 1982, the United News of India has also
launched a new service in Hindi and the credit line of “UNIVARTA”. Similarly Press Trust of India
has started in1986 a Hindi language news service called Press Trust of India BHASHA.
Role of Newspapers to the Consumers:
The power of the press is felt on consumer‟s activities. The press has rightly been called the “Fourth
Estate”. Such an influential organ has to shoulder great responsibilities the power,unless used with
great care will cause server damage. The first and foremost duty of the press is to furnish uncolored
news, but at the same time; it should furnish news on all fields such as science, economic, politics etc.
The news should not be suppressed due to any reasons. Some sensational newspaper now a day‟s print
unimportant and trivial news in the front pages, while worldwide important news are not given place in
the first page. Another great responsibility of the press is to represent public opinion without fear or
favors. As the press is called the eyes and ear of the world, it has to keep an eye on what happens and
reflects views of the people on those happenings. The press is a medium not only to give news to the
public but also to express the public opinion.
The letters of the consumers published under “Letters to the Editors”, “Yours Views” etc. Initiate
debates on controversial issues. It will help definitely to bring out the best of it. Thus the press is not
only a mirror of what the people thinks, but it is also a source of guidance to the common people.
21

NEED FOR STUDY:
 Many companies are aiming for high satisfaction because consumers who are just satisfied still
find it easy to switch when a better offer comes along. Those who are highly satisfied are much
less to switch. High satisfaction or delight creates an emotional bond with the brand, not just, a
rational preference. The result is high consumer‟s loyalty.
 To understand the existing preference of the customers. It is imperative to investigate and
suggest ways and means to improve the customer satisfaction
22

OBJECTIVES OF THE STUDY:
 Primary
 To study the consumer preference towards Dinamalar Newspaper.
 Secondary
 To know the consumer preference towards supplement issued by Dinamalar Newspaper
23

SCOPE OF THE STUDY:
 In the highly competitive media market. The outcome of the study will help the organization to
understand the customer preference and to serve them in a better way.
 The research focuses on the several features of the Dinamalar and in awareness, suggestion in
the market, which may help the company in further development of the newspaper
24

REVIEW OF LITERATURE:
 According to Drucker (1954), the principle purpose of the business is to create satisfied
customers. Increasing customer satisfaction has to been found to lead to higher future
profitability (Anderson, Fornell, and Rust 1997), increased buyer willingness to pay price
premiums, provide referrals, and use more of the product (Reichheld1996; Anderson and
Sullivan 1993; Bolton 1998). Increased loyalty, in turn, has been found to lead to increases in
future revenue (Fornell 1992; Anderson, Fornell, and Lehmann 1994) and reduction in the cost
of future transaction (Reichheld 1996; Srivastava, Shervani, and Fahey 1998). All of this
empirical evidence suggests that customer satisfaction isvaluable from both a customer good
will perspective and an organization‟s financial perspective.
 John O Shaughnessy (1987) marketing strategic is a broad conception of how resource to be
Delhi to achieve market success. The content for a marketing strategy shows how the proposed
key features of the films offering (products, price, promotion and distribution) are intended to
achieve the firm objectives.
 A firm‟s future profitability depends on satisfying customers in the present – retained
customers should be viewed as revenue producing assets for the firm (Anderson and Sullivan
1993; Reichheld1996; Anderson and Mittal 2000). Empirical studies have found evidence
that 6 improved customer satisfaction need not entail higher costs, in fact, improved customer
satisfaction may lower costs due to a reduction in defective goods, product re-work, etc.
(Fornell 1992; Anderson, Fornell, and Rust 1997). However, the key to building long-term
customer satisfaction and retention and reaping the benefits these efforts can offer is to focus on
the development of high quality products and services.
 Customer satisfaction and retention that are bought through price promotions, rebates,
switching barriers, and other such means are unlikely to have the same long-run impact on
profitability as when such attitudes and behaviors are won through superior products 18 and
services (Anderson and Mittal 2000). Thus, squeezing additional reliability out of a
manufacturing or service delivery process may not increase perceived quality andcustomer
satisfaction as much as tailoring goods and services to meet customer needs (Fornell, Johnson,
Anderson, Cha, and Everitt 1996).
25

 Narasimha Rao P.V.L.Nationalconsumership survey (2005) press continues to grow from
time to time. Press adds 34 million consumers in the last 2years over the last 3 years the
number of consumers of dailies and magazines put together among those aged 15 years and
above has grown from 179mn to 200mna growth of 4% every years.
 Chrystal Szeto and Luis Jimenez (2005), new media offer consumers a wide array of choices
to access, disseminate and display all forms of information. Historically, new media
complemented rather than eliminated the older media. Is this pattern changing with the more
recent introduction of digital media/ what does market research tell us about the preferences of
today‟s consumers for electronic vs. paper media.
 Rebekah (2006) Wade has remarked that the newspaper success would probably depend more
on free CD‟s and DVD‟s than on it journalists. Newspapers particularly hope that CD‟s and
DVD‟s will appeal to the young who are increasingly getting their news online.
 Kathleen and Collins, The consumption of paid newspapers in the United States and most
other mature print news markets has been in slow but general decline throughout the last four
decades. Much of this decline has been precipitated by a variety of (usually) free electronic
news and information sources most notably radio, television and now the internet. A recent
addition to these sources is free newspapers, some introduced as competitors to paid
newspapers, others designed to encourage newspaper reading among current non-readers. The
impact of free newspapers on the market for paid print dailies in four major United States
markets is analyzed in terms of whether these two sorts of products are competitors or
complements.
26

RESEARCH METHODOLOGY:
 Research Design
 Research Design is descriptive as well as analytical.
 Primary data collection
 Primary data was collected with the help of a structured questionnaire. Thequestionnaires were
administered to the selected 50 respondents.
 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.
 Area of the study
 The study on consumer preference towards has been limited to consumers located in Vellore
only.
 Period of the study
 The period of the study covers 3weeks (June 2018).
 Sources of Data
 The validity of any research is based on the data collected for the study. The presentresearch is
based on both primary as well as secondary data. The primary data iscollected from the selected
sample respondents in the study area. Simple randomsampling method was used in selecting
the respondents.
 Sample Size
 The sample size selected for the study is 50 respondents. The respondents areselected by simple
random sampling method.
27

Sampling Techniques:
Data on the various aspects directly and indirectly related to the investigation 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 be collected from
various respondents easily. It should be seen that parties are not biased or prejudiced and are mentally
sound.
Tools for analysis:
In order to analyze the consumer preference of respondents, the following tables of
analysis were used to obtain the various objectives of the study.
(i) Percentage analysis
Percentage 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 = Observed data
------------------------ x 100
Sample size
LIMITATION OF THE STUDY:
 The sample size is only 50.
 The period of study is limited to a month
 Under the study only literate people included.
 The result of analysis made in the study depends fully on the accuracy; reliability
ofinformation‟s given by respondents.
28

DATA ANALYSIS
AND
INTERPRETATION

TABLE NO: 1 AGE OF THE RESPONDENTS
FACTORS NO. OF RESPONDENTS PERCENTAGE
Below 20 10 20
20 to 40 20 40
40 to 60 10 20
Above 60 10 20
Total 50 100
CHART NO: 1
INTERPRETATION:
 It is inferred that maximum of the respondents are in the age
group 20 to 40 years 40% who read “Dinamalar” news paper
regularly.

Minimum 20% of the respondents who belong to the age
group 40 to 60 year read Dinamalar regularly.

29
0
5
10
15
20
25
Below
20
20 to
40
40 to
60
Above
60
AGE. OF THE RESPONDENTS
NO. OF RESPONDENTS

TABLE NO: 2 GENDER OF THE RESPONDENTS
Male 30 60
Female 20 40
Total 50 100
CHART NO: 2
GENDER OF THE RESPONDENTS
20
Male
Femal
e
30
INTERPRETATION

It is concluded that maximum 60% of the respondents preferring “Dinamalar”
newspaper belong to male category.



Minimum 40% of the respondents preferring “Dinamalar” newspaper belong to
female category.

30

TABLE NO: 3 OCCUPATIONS
NO. OF RESPONDENTS PERCENTAGE
Student 10 20
Employee 25 50
Business person 10 20
Others 5 10
Total 50 100
CHART NO: 3
INTERPRETATION

It is observed that maximum 50% of employee prefers to read “Dinamalar” Newspapers.



Minimum 10% of other category prefers to read “Dinamalar” Newspapers.

31
student
20%
employee
50%
business
person
20%
other
10%
occupation

TABLE NO: 4 THE HABIT OF READING NEWSPAPER
Yes 40 80
No 10 20
Total 50 100
CHART NO: 4
INTERPRETATION
 It is inferred that maximum 80% of the respondents prefer Yes to read
“Dinamalar” Newspapers.


Minimum 20% of the respondents prefer to not read “Dinamalar” Newspaper.

32
yes
80%
no
20%
HABIT OF READING NEWSPAPER

TABLE NO: 5 NEWS PAPER TO READ
Dinmalar 20 40
Dina thanthi 10 20
Dinakaran 10 20
The Hindu 10 10
Total 50 100
CHART NO: 5
INTERPRETATION:

It is observed that maximum 40% of the respondents prefer to read “Dinamalar”
Newspapers.


Minimum 20% of the respondents prefer to read “Dinathanthi, dinakaran & the hindu”
newspapers.

33
Dinamalar
40%
Dinathanthi
20%
Dinakaran
20%
The
Hindu
20%
NEWS PAPER TO READ

TABLE NO: 6 READ “DINAMALAR” NEWSPAPER
Daily 30 60
Weekend 10 20
Once in 2 weeks 5 10
Rarely 5 10
Total 50 100
CHART NO: 6
INTERPRETATION:

It is inferred that maximum 60% of the respondents prefer to read daily
“Dinamalar”Newspaper.


Minimum 1o% of the respondents prefer to read rarely “Dinamalar” newspaper.

34
0
5
10
15
20
25
30
35
daily weekend once in 2
week
rarely
AxisTitle
READ DINAMALAR NEWSPAPER
no of respondents

TABLE NO: 7 THE QUALITY OF INFORMATION OF “DINAMALAR”
WHEN COMPARED TO OTHER NEWSPAPERS
Excellent 20 40
Good 15 30
Can‟t say 5 10
Fair 10 20
Poor - -
Total 50 100
CHART NO: 7
QUALITY OF INFORMATION IN DINAMALAR
40
30
20 NO. OF RESPONDENTS
10
0
Excellent Good Can’t say Fair Poor
INTERPRETATION

It is observed that maximum 40% of the respondents prefer to read “Dinamalar”


Newspaper is good.

Minimum 20% of the respondents prefer to read “Dinamalar” newspaper is fair.

35

TABLE NO: 8 “DINAMALAR” NEWSPAPER IS THE ONE YOU
LIKE THE MOST
News 25 50
Entertainment 10 20
Sports 10 20
Others 5 10
Total 50 100
CHART NO: 8
INTERPRETATION

It is observed that maximum 50% of the respondents prefer to read
“Dinamalar” Newspaper for sports.


Minimum 5% of the respondents prefer to read “Dinamalar” Newspaper for other things.


36
0 5 10 15 20 25 30
news
entertainment
sports
others
“DINAMALAR” NEWSPAPER IS THE ONE YOU
LIKE THE MOST
no of respondents

TABLE NO: 9 RELIABLE IS THE INFORMATION OF “DINAMALAR”
NEWSPAPER
Extremely Reliable 25 50
Very much Reliable 10 20
Neutral 10 20
Not much 5 10
Not at all - -
Total 50 100
CHART NO: 9
INTERPRETATION

“Dinamalar” newspaper is an extremely reliable.



Minimum 10% of the respondents prefer to read “Dinamalar” newspaper is not
much reliable.

37
0
5
10
15
20
25
RELIABLE IS THE INFORMATION OF
“DINAMALAR” NEWSPAPER
no of respondents

TABLE NO: 10 SUPPLEMENTS COPY OF “DINAMALAR” YOU LIKE
THE MOST
Vara Malar 15 30
Pengal Malar 15 30
Siruvar Malar 10 20
Bakthi Malar 10 20
Total
50 100
CHART NO: 10
INTERPRETATION

“Dinamalar” newspapers for Vara malar.


Minimum 20% of the respondents prefer to read “Dinamalar” newspaper for Bakthi
malar.

38
30%
30%
20%
20%
SUPPLEMENTS COPY OF “DINAMALAR” YOU
LIKE THE MOST
vara malar pengal malar siruvar malar bakthi malar

TABLE NO: 11 CHOOSE NEWSPAPER RATHER THAN ANY OTHER
MEDIA
Informative 20 40
Improves language skills 15 30
Reliable 10 20
Other 5 10
Total 50 100
CHART NO: 11
INTERPRETATION

It is inferred that maximum 40% of the respondents prefer to read
“Dinamalar” newspapers for Informative.



Minimum 10% of the respondents prefer to read “Dinamalar” newspaper for an
other things.

39
0
10
20
CHOOSE NEWSPAPER RATHER THAN ANY OTHER
MEDIA
no of respondents

TABLE NO: 12 “DINAMALAR” NEWSPAPER LACKS
Coverage of local area news 20 40
No proper up gradation of news 10 20
Commercial and advertisement 10 20
coverage is more
Others (specify) 10 20
Total 50 100
CHART NO: 12
INTERPRETATION

“Dinamalar” newspapers for Coverage of local area news.



Minimum 10% of the respondents prefer to read “Dinamalar” newspapers for
other reasons.

40
0
5
10
15
20
“Dinamalar” NEWSPAPER LACKS
no of respondents

TABLE NO: 13 “DINAMALAR” HAS RELEVANT INFORMATION FOR
ALL AGE GROUPS
Strongly agree 20 40
Agree 15 30
Uncertain 10 20
Disagree 5 10
Strongly disagree - -
Total 50 100
CHART NO: 13
INTERPRETATION

It is observed that maximum 40% of the respondents prefer strongly agree to read
“Dinamalar” newspaper.


Minimum 10% of the respondents prefer disagree to read “Dinamalar” newspaper.


41
0 5 10 15 20 25
Stongly agree
agree
uncertain
disagree
strongly disagree
“DINAMALAR” HAS RELEVANT INFORMATION
FOR ALL AGE GROUPS
no of respondents

TABLE NO: 14 THE HINDU NEWSPAPER AT FREE OF COST THEN
WHAT WILL BE YOUR FREQUENCY OF READING
All the time 25 50
Very often 15 30
Often 5 10
Sometimes 5 10
Total 50 100
CHART NO: 14
INTERPRETATION
 It is observed that maximum 50% of the respondents prefer all the time to read


Minimum 10% of the respondents prefer sometimes to read “Dinamalar” newspaper.

42
0
10
20
30
all the time very often often sometimes
AxisTitle
“THE HINDU NEWSPAPER AT FREE OF COST
THEN WHAT WILL BE YOUR FREQUENCY OF
READING
no of respondents

TABLE NO: 15 “DINAMALAR” ADDSVALUE TO YOUR KNOWLEDGE
Bad - -
Fair - -
Moderate 10 20
Good 20 40
Excellent 20 40
Total 50 100
CHART NO: 15
INTERPRETATION
 It is observed that maximum 40% of the respondents prefer excellent to read


Minimum 20% of the respondents prefer Moderate to read “Dinamalar” newspaper.

43
40%
40%
20%
“DINAMALAR” ADDSVALUE TO YOUR
KNOWLEDGE
good excellent moderate bad fair

FINDINGS:
 Maximum of the respondents are in the age group 20 to 40 years 40% who read
“Dinamalar” news paper regularly.
 Maximum 60% of the respondents preferring “Dinamalar” newspaper belong to
Male category.
 Maximum 50% of employee prefers to read “Dinamalar” Newspapers.

 Maximum 80% of the respondents prefer Yes to read “Dinamalar”
Newspapers.
 Maximum 40% of the respondents prefer to read “Dinamalar” Newspaper.
 Maximum 60% of the respondents prefer to read Daily “Dinamalar”Newspaper.
 Maximum 40% of the respondents prefer to read “Dinamalar” Newspaper is Good.
 Maximum 50% of the respondents prefer to read “Dinamalar” Newspaper for Sports.
 Maximum 50% of the respondents prefer to read “Dinamalar” newspaper is an
Extremely reliable.
 Maximum 30% of the respondents prefer to read “Dinamalar” newspapers for
Vara Malar.
Informative.
Coverage of local area news.
 Maximum 40% of the respondents prefer Strongly agree to read “Dinamalar”
newspaper.
 Maximum 50% of the respondents prefer All the Time to read “Dinamalar”
newspaper.
 Maximum 40% of the respondents prefer Excellent to read “Dinamalar”
newspaper.




44

SUGGESTIONS
The following are the suggestion offered to increase the satisfaction level of “Dinamalar”
news paper based on the readers opinion and analysis of the data.

Most of the consumers expressed dissatisfaction over the number of advertisement both
commercial and cinema should be taken by the publishers to reduce the advertisement
coverage and add more sports news, IT news, job opportunities etc.




As regards availability of newspapers the highest number of respondents is satisfied.




A few respondents are dissatisfied about reliability of news. So reporters must verify the
news before they are published







45

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.
46

QUESTIONAIRRE
Name : Educational Qualification :
--------------------------------------------------------------------------------------------------------
1.What‟s your occupation?
a)Student b) employee c) business person d)others (specify)
2.Age
a) 16-24 b)25-34 c)above 34 years
3. Gender
a) Male b) Female
4. Do you have the habit of reading newspaper?
a) Yes b) No
5. Which newspaper do you read?
a) Dinamalar b) Dina thanthi c) Dinakaran d) The Hindu
6. How often you read newspaper?
a) Daily b)weekend c)once in week d)Rarely
7. What do you think about the quality of information provided in it?
a)excellent b)good c)fair d)uncertain
8. Which part in the newspaper is the one you like the most?
a)News b)Entertainment c)commercials d)Others(specify)
9. Reliable is the information of Dinamalar Newspaper?
a) Extremely reliable b)very much reliable c)neutral d)not much e)not at all

10. Which supplementary copy of the above selected newspaper do you prefer the most?
.............................................
............................................
11. Choose newspaper rather than any other media?
a)Informative b)Improve language skills c)Reliable d)other
12. 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)
13.Do you think it has relevant information for all age goups?
a)strongly agree b)agree c)uncertain d)disagree e)strongly disagree
14.Do you think it adds value to your knowledge?
a)Bad b)Fair c)Moderate d)Good e)Excellent
15. The dinamalar newspaper at free of cost then what will be your frequency of reading ?
a) all the time b)very often c)often d)sometimes

REFERENCES
a) Books
o Encyclopedia, The world book, volume 14
o Encyclopedia, Britannica, Napoleon Ozonolysis, volume 16
o Gupta, s.p., “ Statistical methods”, s.chand & sons, New Delhi
o Kothari, C.R, Research methodology, methods and Techniques
o Pillai & Bhagavathi R. S.N. „Modern marketing‟ New Delhi, RamNager,
S.Chand & company Ltd, 2001.
b) Websites
o WWW. Dinamalar.com
o WWW. Worldpressinstitute.org
o WWW. Google.com.

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