A project on customer perception towards prajavani and its impact on the sales of prajavani

A STUDY ON CUSTOMER PERCEPTION TOWARDS PRAJAVANI AND ITS IMPACT ON THE SALES OF PRAJAVANI

_____________________________________________________________________

AN EMPIRICAL STUDY ON CUSTOMER

PERCEPTION TOWARDS PRAJAVANI AND

ITS IMPACT ON THE SALES OF

PRAJAVANI

__________________________________________________________________Babasabpatilfreepptmba.com

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Chapter 1 – Introduction

Executive Summary

Newspaper is a publication devoted chiefly to presenting and commenting on

the news. Newspaper provides an excellent means of keeping well informed on

current issues and events. They also play a vital role in shaping the public opinions.

“Deccan Herald” and “Prajavani” are the publications of “The Printers

(Mysore) Pvt. Ltd”. Deccan Herald is a national level daily and Prajavani is a state

level daily.

Newspaper publishing and printing across the world are taking a new shape

these days. The reason being faster information dissemination, increased need for

personalized content; has made newspaper publisher to asses the future trends and

formulate strategies to fulfill the varying requirements of customers/leaders. So a

study was undertaken to analyze reader’s perception towards “Prajavani” in Hubli-

Dharwad cities.

In the present study primary data has been collected from the readers through

personal interview method with the help of questionnaire. Sample size selected was

250, (i.e., from Hubli and Dharwad randomly)

The success of newspaper depends upon the publishers’ effort in satisfying the

reader’s needs, because a satisfied customer brings more customers to the

organization.


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Literature review



current issues and events. They also play a vital role in shaping the public opinions.

‘Deccan Herald’ and ‘Prajavani’ are the publication of The Printers (Mysore)

Pvt. Ltd. Deccan Herald is a national level daily and Prajavani is a state level daily.

It is important for the newspaper firm to know/identify the various factors and

their importance in influencing the choice of newspaper for reading by the public,

firms, institutions, government and others. It is also important for the TPMPT group

to know how the readers perceive different newspapers, how exactly his newspaper is

positioned, and such other factors. So a study has been under taken to analyze,

“Consumers’ opinion towards Kannada daily newspapers; with special reference to

Deccan herald and Prajavani”.

The main objectives of the study are:

1. To analyze the impact of introducing the supplement “METRO” and

additional pages for local news coverage by Prajavani.

2. To study the brand image, brand awareness and brand recollection of

Prajavani.

3. To analyze the reasons why Prajavani is in the second position in the Hubli

and Dharwar region.


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_____________________________________________________________________In the present study primary data has been collected from the people of Hubli

and Dharwar through personal interview method with the help of questionnaire. For

the collection of primary data, researcher has personally met 250 respondents.

Collecting primary data from the respondents was a good exposure to researcher. All

the respondents throughout the study are very co-operative. For conducting the

research, respondents have been selected from different segments viz., academicians,

business persons, private sector employees, government employees, housewives,

professionals, etc…

Analysis & interpretation, is completely based on primary data obtained for

the purpose of the study. Analysis & interpretation has basically been done with the

help of simple percentage analysis, bar charts, pie-diagrams, cross tabulation and

other basic statistical tools using the SPSS software. Company wanted analysis to be

simpler and hence researcher has adopted the above simple tools of data analysis &

interpretation.

The important areas of analysis & interpretation in the report are on the

following aspects:-

1. Respondent’s preference for selecting a newspaper with respect to the

number of pages.

2. Respondents ranking with respect to the price structure of Kannada daily

newspapers.

3. Respondents ranking with respect to circulation, relationship and follow up

4. Respondents’ ranking with respect to the coverage of news and its reach.

5. Respondents ranking with respect to language, number of color pages.

6. Respondents ranking with respect to the quality of articles.


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_____________________________________________________________________7. Respondents ranking with respect to different kind of supplements.

8. Respondents ranking with respect to the delivery time of the newspaper.

Management Problem

The Printers (Mysore) Pvt. Ltd is one of the oldest pioneering publishing

houses in Karnataka and has made major development in the newspaper industry. It

aims to capture 50% market share across the state. While it has achieved this

objective in southern part of the state, it faces strong and still competition in North

Karnataka from two major competitor publications.

As the company wants to gain the first place in the market share, hence the

company wants to know the causes for being on number two position in the Hubli –

Dharwar region.

Statement of Problem

This particular topic is selected because gaining and maintaining a good

market share of the product of a particular company is an important aspect in building

and maintaining the brand image and brand awareness of the product of the company

for the smooth functioning of an organization. This research proposes to explore the

opinions of consumers for selecting a particular daily Kannada newspaper and its

effects on them. Hence the research problem is “An Empirical Study on Customer

Perception towards Prajavani and Its Impact on the Sales of Prajavani”


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_____________________________________________________________________

Purpose of the Study

The Printers (Mysore) Pvt. Ltd is one of the oldest pioneering publishing

houses in Karnataka and has made major development in the newspaper industry. It

aims to capture 50% market share across the state. While it has achieved this

objective in southern part of the state, it faces strong and still competition in North

Karnataka from two major competitor publications.

Hence this is a comprehensive study to understand the needs and wants of

consumers and to make necessary changes in the publication to achieve the objective.

Scope of the Study

In the present study primary data has been collected from the people of Hubli

and Dharwar through personal interview method with the help of questionnaire. For

the collection of primary data, researcher has personally met 250 respondents.

Collecting primary data from the respondents was a good exposure. All the

respondents throughout the study are very co-operative. For conducting the research,

respondents have been selected from different segments viz., academicians, business

persons, private sector employees, government employees, housewives, professionals,

etc…


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_____________________________________________________________________

Limitation of the study

Despite all possible efforts to make the analysis more comprehensive and

scientific, a study of the present kind is bound to have certain limitations; investigator

humbly submits them at this stage. The present study is an empirical work presented

in descriptive manner.

So, no attempt has been made to provide comprehensive conceptual analysis.

The following are some of the important limitations of the study.

1. Time is the limited factor to study this wide and renowned newspaper.

2. Survey work is limited to Hubli and Dharwad cities only so it gives

information and analysis of only those two cities.

3. Personal bias might have occurred due to personal relationship between the

newspaper and respondents at Hubli and Dharwad cities.

4. Since analysis is based on opinions and attitudes, the result at best are near to

truth.

5. The officials did not reveal confidential aspects of the working of the company

as the project was for academic purpose.

6. This report does not contain summary of the annual report as it was not

provided by the company.

Since study is restricted to Hubli and Dharwad cities only; the outcomes of this


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_____________________________________________________________________study are applicable only to Hubli and Dharwad cities and not for other parts of the

state.

Objectives of the Study

1. To analyze the impact of introducing the supplement “METRO” and

additional pages for local news coverage by Prajavani.

2. To study the brand image, brand awareness and brand recollection of

Prajavani.

3. To analyze the reasons why Prajavani is in the second position in the Hubli

and Dharwar region.

4. To find the potential customers to the company.

5. To analyze the consumers expectations with respect to the news, sales

promotion and advertisements.

6. To analyze the most significant needs of different segments.

7. To analyze the measures taken by the company to create awareness with

respect to the news provided by Deccan Herald & Prajavani, it’s different kind

of supplements, and also its different brands.

8. To suggest appropriate measures to enhance the sales.


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Chapter – 2

Industry Profile

Introduction to Newspaper Industry – History, Growth & Development

Introduction of Newspaper:

The word ‘NEWS’ refers 4 directions i.e., North, East, West & South. So, it

represents collection of information or news from all over the world or from extreme

corners, collected and edited in a page called ‘Newspaper’.

A Newspaper, in a broad sense, is an unbound publication issued at regular

intervals that seek to inform, analyze, influence and entertain. A newspaper can be

published at various intervals but usually appears weekly or daily. Many newspapers

are available national, state and local of both English & Kannada giving the news and

information to the readers. They provide the consumers with different kind of

advertisements, etc…

Newspaper is a publication devoted chiefly in presenting and commenting on

the news. Newspapers provide excellent means of keeping well informed on current

events. They also play a vital role in shaping the public opinions.

Newspaper can cover more news and in much greater detail than the other

major news media, television, radio and news magazines.

A great variety of information is found in a large daily newspaper. It covers

latest development in all fields like government, politics, sports, science, business and


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_____________________________________________________________________the arts and other news stories, report crimes, disasters and special events of human

interest.

In most daily newspapers editorial columns give opinion, comment on

controversial issues. It also covers fashions, health and childcare, comic’s strips,

advice columns, crossword puzzles and other entertainment items.

History of Newspaper in the World

The earliest newspaper were perhaps the handwritten notice in Ancient Rome

called Acta Diura, Ata Senatus and Acta Publia, which were posted to be read by the

public. In the mid – 15th century the German inventor John Gutenberg developed

movable metal type (movable wooden type was used as early as the 6 th century in the

Far East); this made possible the eventual development of the newspaper.

The 1400’s:

It was the beginning of the newspaper press; newsletter or news books were

first published in the 1400’s. These were after called Courants, Occurents or

intelligencers. It was published in Europe’s commercial centers. It contained business

news & news of other public events.

The 1500’s:

In this period newsletters had become news sheets, ‘Nofizie Scritte’ (written

notice) were posted up in public places in Venice. They could be read as payment of a

coin called a gazette.


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_____________________________________________________________________The 1600’s:

In generally regarded, the world’s first real Newspaper was the weekly

Frankforter Journal founded in Frankfort Germany in 1615. At the same time in other

countries the first newspaper was published.

Den Darnske Mercurius - Denmark

The Weekly News – England

The Gazette de France – France

The Gazette de Mexico – Mexico

The Courant – Netherlands

The Gazette – Spain

Ordinary post – Tidende – Sweden

The Liepziger Zeitung was published in Germany 1n 1660. At first a weekly,

it soon became the first daily journal in the world.

The 1700’s:

The Wiener Zeitung is the oldest Newspaper still in existence. It was first

published in Vienna, Austria in 1703. The other countries newspapers published in

that period were.

Viedomosti - Russia

Peter the Great – Sweden

The Daily Count – UK

The Gaceta de Guatemala – Guatemala

The Berlingske Tiderde – Denmark

Halifax Gazette – Canada


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_____________________________________________________________________ Christiania Intelligentssedler - Norway

La Gaceta de Santa Fe – Colambia

Indian World – India

The Gazette published daily since 1797 at Alexandria in Virginia was the

oldest continuously published daily newspaper in the U.S.

The 1800’s:

In this period newspapers were published from all over the world. They are as

follows:

Gazette - Australia’s first newspaper

Za Presa and Ei Telegrapho Mercartil – Argentina

Daily Telegraph and the Manchester Guardian – UK

Le Figaro and Le Temps – France

Frankfurter Zeibing – Germany

Corriere Della Scera – Italy

Mainichi Shimban – Japan

By the Mid – 1800, the invention of electric telegraph and introduction of

international cables made speed production of newspaper.

The Times of London – UK

Philadelphia Public ledger – USA

The 1900’s:

The early 1900’s newspaper chains brought the merges. In USA 70% of all

dailies belongs to chains. Many newspapers modernized their production facilities

increased through installing computerized word processing and layout systems.


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_____________________________________________________________________Reporters can also write stories on portable computers and then send the stories to the

office via a modem. It is a device that transmits information over telephone items.

Some newspapers also distribute their page by fax machines.

By 2000, newspapers were juggling priorities: fragmentation of news

consumption, fragmentation of advertising investments, the advantages and

disadvantages of being a mass medium, balancing the wants of the marketplace with

the company’s duty to provide the needs of the marketplace, a journalistic backlash

against industry changes, the sheer physicality of ink-on-paper production and

distribution versus digital distribution, increasing profit pressure surrounding the core

print product, and extension of the company’s core brand into other profit centers.

History of Newspaper in India

In India, writing in the shape of newsletters has become quite prevalent during

the Moghul period. Although the manuscript reports were meant exclusively for

official use, yet they were copied sometimes for wide use. In 1550, the Jesuits brought

the first printing press to India. In the beginning only religious books had been

published in Tamil, Malayalam and Portuguese. The first attempt to start a newspaper

was in Calcutta. This newspaper consisted of two sheets only. It specialized in the

exposure of the stories regarding the private lives of the servants of East India

Company. Messink and Road started the next newspaper named as “INDIA

GAZZETTE”. They were benefited much from the experience of the Hichey. In 1784

another Newspaper named “Calcutta Gazette” was started. Earlier James Auguster

Hichey started “Bengal Gazette” on January 23rd 1780 at Srirampur. After this, in

1785, Richard Johanseen started the “Madras Courier”. Then in 1783 the newspaper


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_____________________________________________________________________“Bombay Herald” was started. Generally, first newspaper in India was started by

those English men who had personal grievances against East India Company. Usually

the circulation of these newspapers was very low and did not exceed one hundred or

two hundred copies.

In those days there was neither freedom of press nor any press Laws in India.

The authorities could use censorship of these newspapers; the news printing was not

attractive. Generally, this newspaper printed such things sales forecast intense to the

British residents in India. Some of the old newspapers in India are “Bombay

Samachar” published from Bombay in Gujarathi started in the year 1872. “Times of

India” in English published in Bombay in the year 1838, “Pioneer” in English

published in Calcutta in the year 1868. Of course, compared with the teeming

population of India, the number of newspaper and their circulation was very small;

this was due to the fact that still a great majority of our countrymen are illiterate. In

India literacy percentage is only 29.45 as per the census of 1971. The Times of India

was very oldest English daily. The oldest periodical is “Calcutta review” published

monthly in English from Calcutta in 1944.

The Modern Newspaper

How did the small, one page tabloid of the last century evolve into today’s

voluminous publication, often more than two hundred pages on Sunday? Early

newspapers carried news from outside the local area. That was what the readers of

Colonial times yearned for, especially news from overseas. There was little need for

advertising in early newspapers. There was practically no need for sports news, the

arts, business, entertainment or comics. Since the newspaper serves the needs and

interest of its community, there was no need for specialized sections in a community’s


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_____________________________________________________________________early stages. As a community grew from farms, to village, to town and into a city, the

need for more varied information grew as a diverse population emerged. Eventually

the content and frequency of these “non essential” news items increased to the point

where they required a regular segment of the daily or weekly edition. This gave birth

to permanent specialized sections of the modern newspaper.

Kinds of Newspapers

Newspapers are printed on coarse paper called newsprint. There are two major

sizes of newspaper standard and tabloid. A standard – sized newspaper has pages that

measure about 15 by 23 inches (38 by 58 centimeters) the pages of a tabloid are about

half that size. The standard and tabloid sizes are both used in publishing all types of

newspapers. The three main kinds of papers are

1. Daily Newspapers

2. Weekly Newspapers

3. Special interest Newspapers

1. Daily Newspaper: These newspapers print world, national, state and local

news. They also carry editorials, opinion columns, feature articles and

entertainment items. Big-city daily prints many stories on social and political

issues; such as the quality of suburbs has made suburban news important.

Some metropolitan papers therefore include a section of suburban news

several times a week.

Many dailies are morning papers, others are afternoon papers and still

others publish around the clock. In large cities, many morning papers publish


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_____________________________________________________________________several editions the first one in early evening and the last one is the early

morning. Similarly, many afternoon papers publish from early morning to late

afternoon. Additional features and more advertising make Sunday newspapers

much larger than weekday editions. Numerous Sunday papers have special

sections on such topics as entertainment, finance and travel, many also include

a Sunday magazine and colored comics.

2. Weekly Newspapers: Weekly newspapers in general serve much smaller

areas than daily papers and publish news of a more personal nature. In small

communities most people know one another and take great interest in the

activities of their friends and neighbors, weddings, births, and deaths or major

news items. A fire, a traffic accidents or a burglary gets front-page coverage.

Weeklies also report news of local business and politics.

3. Special Interest Newspapers: These types of newspapers print news of

concern to particular groups. Many business associations and labor unions

publish newspapers for their members. Newspapers printed in foreign

language serve foreign born residents in big cities. Some newspapers

specialize in printing news about blacks. Many high schools and most colleges

have newspaper of their own.

Should We Believe Every Thing in the Newspaper?

Is it everything that we read in printing true, accurate and unbiased? Do

newspapers have a responsibility to be objective to their readers? These questions and

more need to be discussed in any treatise about modern newspapers.


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_____________________________________________________________________Reporters have to rely on others for truth and accuracy, and we should realize

that the source or witness is usually taken at his or her word. When research is called

for, it is the newspaper’s responsibility to find the facts for its readers.

The only place in a newspaper for its opinions and a statement of position

should be the editorial section. These pages provide a forum, which enables the

paper’s editor(s) to express their stand on the various social issues. Every other

article, story and report should be completely objective. However, many people feel

that our newspapers have become politically or ideologically biased. Such terms as

the “liberal eastern press” or the “Republican bent” of rural and suburban newspapers

have been around for years.

The best way to use a newspaper and get as much accuracy out of it as

possible is to vary your news sources. Read two or more different papers,

newsmagazines, and utilize other media for the “total picture”. We should remember

that a newspaper is a commercial business whose first responsibility is to make a

profit for its stockholders. For this reason they may take steps that appeal to their

advertising clients, readership customers, and political benefactors, such as not

stepping on too many toes.

A changing society reflects itself in changing newspaper tastes. Many people

no longer have the time to read long, detailed articles and editorials. They have come

to rely on short news capsules, illustrations, charts and other graphics to provide news

at a glance.

Present Status of Newspaper Industry

The Media


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_____________________________________________________________________The media plays a vital role in bringing awareness of Government policies and

programs to people and in motivating them to be active partners in the nation building

endeavor. In the Indian context, a skillful synthesis between traditional and folk forms

of communication on one hand and the modern print and audio– visual media

including satellite communication on the other is being attempted.

Print Media

In 1999, the circulation of the Indian Press was 130,087,493 copies. The total

number of newspapers and periodicals, in 1999 was 46,655. There were 5157 dailies,

337 tri/bi – weeklies, 16872 weeklies, 12796 monthlies, 6240 fortnightly, 3,273

quarterlies, 416 annuals and 1,564 publications with periodicity like bi-monthlies, half

yearly etc. Newspapers were published in as many as 101 languages and dialects

during 1999. The largest numbers of newspapers were published in Hindi – 18903,

followed by English – 6830 and Urdu – 2803. Daily newspapers were brought out in

all principal languages except Kashmiri. Uttar Pradesh alone published 8415

newspapers.

The print media in India consists of 41 centenarians. The Gujarati daily

Bombay Samachar (circulation 1,59,236) published from Bombay is the oldest

existing newspaper not only in India but also in Asia. It was established in 1822. The

first newspaper (weekly) published in India “Bengal Gazette” (also called Hicky’s

Gazette) was in English, 1780 Calcutta. The editor was an Englishman – James

Hicky. Dig Darting (Bengali) was the first language newspaper also from Calcutta

(1818).


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_____________________________________________________________________Registrar of newspapers in India (RNI): It was setup in 1956. The RNI allots and

recommends import of printing machinery for newspapers. Every

newspaper/periodical has to be registered with the RNI.

News Agencies:

India has four news agencies – Press Trust of India (PTI), United News of

India (UNI). Samachar Bharathi and Hindustan Samachar.

PTI was set up on August 27, 1947. It took over the Associated Press of India

(API) and Reuters. It started functioning from Feb 1, 1949. It has over 100-news

bureau in the country including computerized offices in the 4 metros. Satellite, data

channels and ticker lines provide the news services at speeds up to 1200 bits per

second (about 1400 words per minute). Bhasha is the Hindi language news service of

the agency.

UNI was registered as a company in 1954 and started news operation on 21st

March 1961. In 1982 it launched its Hindi news services “UNIVARTA”. It has over

100 bureaus in India and abroad. Other Tele printer services of the news agency

include UNIFIN and UNISTOCK. It has more than 300 journalist and 400 stringers.

Press Information Bureau (PIB), the central agency of the Government of

India, through its network of 8 regional (Mumbai, Chennai, Chandigarh, Calcutta,

Lucknow, Gowhati, Bhopal and Hyderabad) and 33 branch officers, disseminates

information on its policies, programs, decisions and activities. With a countrywide

Tele printer network and airbag facilities, PIB reaches newspaper organizations all

over the country PIB arranges photo coverage of Government activities. PIB is linked


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_____________________________________________________________________with 28 of its regional offices over computer. The Bureau also has a PIB window in

the Internet system, which makes information internationally accessible. PIB

distributes press material to over 8,000 newspaper establishments. In order to

facilitate access to information from the Government source at HQ PIB as provided

accreditation to 1087 correspondents and 234 cameramen. Besides, about 133

technicians, 71 editors/media critics have also been granted these professional

facilities.

Press Council of India owes its origin to the recommendations of the First

Press Commission. The press council of India Act, 1965 was enacted and under it the

First Press Council was setup in 1966. This body continued to be in existence till Dec.

1975. The Present Council was setup under the Act 37 of 1978. It is meant to

safeguard the freedom of the press, maintain and improve the standard of newspapers

and news agencies. The council consists of a chairman and 28 other members (of

whom 20 represent the press, 5 MPs, rest of the 3 are nominations from Sahitya

Academy or Bar Council of India or UGC). The present Chairman is Justice K.

Jayachandra Reddy National Press Day: November 16.

Publication division, (set up in Jan. 1941 under from department then called

Foreign Branch of the Bureau of Public Information), a media unit of the Min. of I &

B (Since Dec. 44), provides up-to-date information, a media unit of the Min. of I & B

(Science Dec. 44), provides up-to-date information on all subjects of national

importance through books. So far, it has published 7000 titles.

Films Division was setup in 1948 to revive the production of newsreels and

documentary films. It organizes films and documentary festivals. It holds 8000 title on

documentaries, short films, and animations.


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_____________________________________________________________________

World’s Largest Daily News Paper

Source: World Press Trends – 1998

Sl.No Newspaper Nation Circulation1 Yomiuri Shimbun Japan 145,57,0002 Asahi Shimbun Japan 127,54,0003 Mainichi shimbum Japan 58,43,0004 Nihin Keizai Shimbun Japan 46,40,0005 Chunichi Shimbun Japan 45,58,0006 Bild Anustri 45,28,0007 The Sun Britain 37,80,0008 Reference News China 36,00,0009 The Mirror /Daily Record Britain 30,09,00010 People’s Daily China 30,00,000

Lan

guag

es

Dai

lies

Tri

/Bi

wee

kli

es

Wee

kli

es

For

tnig

hts

Mon

thli

es

Qu

arte

rlie

s

Bim

onth

lies

ann

ual

s

Tot

al

English 371 30 881 671 2,734 1,210 771 162 6,830Hindi 2,305 125 9608 2878 3180 589 185 33 18903Assamese 15 3 75 38 59 12 10 1 213Bengali 99 14 594 494 681 458 169 17 2526Gujarathi 118 11 776 182 492 58 47 14 1698Kannada 314 6 354 231 589 44 19 4 1561Kashmiri 0 0 1 0 0 0 0 0 1Konkani 1 0 3 1 1 1 0 0 7


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_____________________________________________________________________Malayalam 213 6 174 156 732 57 27 8 1373Manipuri 14 0 6 5 10 6 3 0 33Marathi 346 20 1108 189 504 110 41 113 2431Oriya 71 2 142 83 267 88 23 1 680Punjabi 107 15 350 89 267 88 23 4 680Sanskrit 3 0 8 4 16 15 6 0 52Sindhi 11 0 38 11 35 8 2 0 105Tamil 352 43 393 227 786 32 22 8 1863TeluguUrdu

151519

320

2451317

187361

480506

1217

1217

23

11062803

Bilinguals 73 19 593 334 1148 142 142 34 2679Multilingual 17 4 103 63 208 67 34 12 508Others 54 14 83 30 123 49 11 0 364Total 5,157 337 16,872 6,240 12,796 3,273 1,564 416 46,655

Number of newspapers in India-2000

Source: Audit Bureau of Circulation/Jul-Dec – 2001

The Leading Dailies of India

Newspaper Language CirculationTimes of India English 21,44,842Dainik Jagaran Hindi 13,78,386Dainik Bhaskar Hindi 13,76,779Malayala Manorama Malayalam 12,43,434Gujarath Samachar Gujarathi 10,09,972Hindustan Times English 9,69,558The Hindu English 9,04,654Mathrubhumi Malayam 8,90,984Ananda Bazaar Patrika Bengali 8,88,855Aj Hindi 8,78,516


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_____________________________________________________________________Punjab Kesari Hindi 8,69,220Enadu Telugu 8,41,890Sandesh Gujarathi 7,06,557Hindustan Hindi 6,59,141Amar Ujala Hindi 6,39,014Daily Thanthi Tamil 6,01,524Nava Bharath Hindi 5,91,831Daily Sakal Marathi 5,23,813Navabharat Times Hindi 5,01,496Dinamalar Tamil 4,91,090

Source: Audit Bureau of Circulation/Jul-Dec – 2001

Organization Profile - Origin

DREAM OF A VISIONARY


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_____________________________________________________________________Mr. K N Guruswamy had a dream. The year was 1948. The heady days just

after the nation's independence. Mr. Guruswamy had dedicated his life to truth and

impartiality and he would not rest till his vision took concrete form. The result was

The Printers (Mysore) Private Limited and its publications - Deccan Herald,

Prajavani, Sudha and Mayura. An institution that has completed 50 glorious years of

chronicling the joys and sorrows of the people of Karnataka, India and the world.

Over the years, the group has not forgotten what provides value to readers.

Therefore, along with core competency, it satisfies the aesthetic needs of its

readers with innovative layout and design in all its publications. Its well-designed

publications achieve high communication impact by helping the reader cut through all

the information clutter. The Group's strong identity is, therefore, the starting point,

and not the residue, of any effort to win and keep readers.

While cementing its traditional strengths, the Group is also geared to face new

challenges and enhance emotional contact with its readers. As the group believes that

change is the only constant', it treats critical thinking as a dynamic process and keeps

pace with the rapid change in the newspaper and magazine publishing industry.

CORPORATE PHILOSOPHY


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_____________________________________________________________________

The Printers (Mysore) Private Limited continues to give shape to the founder's

ideals, acting as an instrument of service to the people. Here, everybody shares in the

pursuit of excellence. And today's widening geopolitical compulsions only make the

job more challenging. A band of hardcore professionals bonded together by team

spirit, the people at The Printers (Mysore) Private Limited are passionate about

growth and compassionate about people.

COMPUTERISATION

From manual operations to computerized systems, the Group focuses on

Electronic News Transmission and processing. Hence its facility at Bangalore is

completely computerized, right from front end up to billing. It was the first Indian

publication to provide notebook computers to all its State correspondents. Moreover,

all district correspondents have desktops and modems and are connected over I-Net.

Since November 1989, Hubli has been a facsimile office - the latest in news

publishing the world over.

The Printers (Mysore) Private Limited was the first Indian publication group

to introduce color in the main issue. Deccan Herald and Prajavani evolved to color in

1987 with color supplements. Today both newspapers have special sections on every

single day of the week and color on all days of the week. Both magazines also offer

high quality color forms for both editorial as well as advertisements.

As Karnataka prepares to be the business nucleus of the 21st century, The

Printers (Mysore) Private Limited is also preparing to keep pace with a sophisticated

expansion and integration programme designed to make each of its publications

reflect the true essence of the new Karnataka. With this objective, the Group is now


25


_____________________________________________________________________focusing on making its publications superior, not just in terms of the reading material

but also in technology and quality.

TECHNOLOGICAL SUPERIORITY

When it started publication in 1948, Deccan Herald was produced on printing

equipment that was comparable to the best in this part of the country at the time.

From stereo rotary machines to linotype composing machines to fully

computerized editing and page production systems and web offset color printing, it

has been striding along the steady path of modernization. The automation extends

today to counting, packaging and strapping of the printed copies rolling out of the

rotary machines. Side by side advances in newspaper concepts, content, design and

layout have helped Deccan Herald keep pace with the rapidly expanding interests of

its readers.

WELFARE

The blueprint for rapid growth is appreciation, excellent infrastructure and a

healthy and safe work environment that ensures job satisfaction. The Group cares for

its people. So it has several comprehensive programmes designed to change attitude

and behaviour and hone strategic decision making and problem solving skills.

Encouragement received from the Group has helped the DHPV Lalitha Kala

Sangha's troupes to win many major awards and shields in cultural contests at the

State level. The Group's sports squads too have fared well in sports meets and

tournaments organized for the media. A unique feature is the counselling service

offered to employees facing crises of diverse kinds.


26


_____________________________________________________________________

Redefining excellence

Fifty spectacular years of growth, multi-faceted and on target. Fifty years of

active interaction with Karnataka. Its people, their aspirations, and the history they

have made. Today, the Group is poised to stand tall among the newspaper giants of

the country.

COMMITMENT TO QUALITY - ISO 9002

As the first step towards total quality, the Group changed its quality control

processes from 'reactive' to 'proactive'. And installed a quality system ISO 9001:2000

- model for quality assurance in production, installation and servicing. With this, the

Group has become the first publishing house in the country to receive this prestigious

certification for all its facilities. The functions covered in the quality system include

advertisement, editorial, materials, production and training.

Total Quality Management (TQM):

The Group believes in Total Quality Management (TQM) which is an

effective system of integrating quality improvement efforts so as to provide a product

that ensures customer satisfaction. Every section of the organization is therefore

geared to face challenges. A common vision, a common mission and common goals

bind people together here. Not content with streamlining its day-to-day functioning,

the Group is constantly integrating quality into its corporate strategic planning

process.


27


_____________________________________________________________________

Every day Deccan Herald touches the lives of the people of Karnataka. Today

the daily shapes the opinions and directs their actions. Deccan Herald was born 54

years ago when the first edition hit the streets on June 16, 1948. The newspaper was a

reflection of the optimism, and a voice of the aspirations of a newly independent

nation.

Proud of its regional moorings and responsive to global changes, Deccan

Herald is Karnataka's guide to the times we live in. Karnataka and Bangalore hold a

special place in the newspaper's scheme of things, but its coverage of national and

world happenings is equally comprehensive and analytical. Deccan Herald is also the

voice of the poor and the underprivileged. On its agenda is a relentless campaign

against corruption and advocacy of pro-environment economic development.

The very analytical opinion/policy page presents a variety of views on

national, state and international issues. Regular columnists and experts in various

fields place the latest events in perspective. The well-written editorials are known for

their unbiased and informed commentary on events and developments. The

newspaper's human-interest reports and profiles of interesting personalities give the

reader not only news and views, but also the emotions and the drama behind the

happenings. Special sections like Miscellany, On the Beat and Around the City

encapsulate offbeat happenings in a short and snappy manner.


28


_____________________________________________________________________SPECIAL SUPPLEMENTS

To each his own - that is the rationale behind Deccan Herald's multi-faceted

special supplements. Each Sunday morning the reader finds three special color

sections waiting on his doorstep.

SUNDAY HERALD is a supplement published on Sundays with strong thought-

provoking and mainstream concerns, as well as regular features on consumer issues,

green subjects, animal welfare, gardening, bridge, crossword and offbeat travelogues.

The Entertainment section of the Sunday magazine tells the reader about all that's hot

and happening in showbiz.

ARTICULATIONS is devoted to literature and art, with in-depth interviews, quality

fiction and book reviews. Articulations also include debates on education.

ECONOMY AND BUSINESS, published on Monday’s is the weekly round-up of

the country's industry, trade and commerce. Using interview based articles and

features on international developments from foreign publications; it also brings in a

global perspective on money matters. The COMMENT column analyses issues like

policy decisions, mergers, takeovers and other corporate events.

SPECTRUM published on Tuesday’s, carries a wide range of articles on the people

of Karnataka. Profiles of personalities and development stories from the districts are

also included.

SCIENCE AND TECHNOLOGY published on Wednesday’s, carries articles on

science, industry, agriculture, development, health, information technology, ecology


29


_____________________________________________________________________and research & development. Articles are written by experts for the specialist as well

as the lay person.

AVENUES published on Wednesday’s, is a weekly supplement that focuses on

careers, personnel and corporate management issues. In-depth features on aspects of

human resource development and organizational behaviour by management veterans

are the section's highlights. Also included here are appointment advertisements.

SPORTSCENE published on Thursday’s, reviews and previews the sporting action

of the week past and the week ahead. It covers sports personalities, keeps track of

developments in sports and profiles regional talent. The supplement unravels

controversies and at regular intervals brings to light malpractices and corruption in the

sporting arena. Sportscene also has the OPINION column which comments on sports

related issues. The RESPONSE section gives readers an opportunity to express their

opinions on sports matters.

METROLIFE Your bond with Bangalore was started on November 28, 2002. This

eight page tabloid size supplement captures the happenings in and around Bangalore

and contains lively articles on civic issues in the city, eating out, weekend getaways

around Bangalore, shopping, fashion, real estate and crime file.

LIVING published on Friday’s, concentrates on the home and family with a look at

contemporary life and forays into the realms of nostalgia. It features changes in

lifestyle, dress codes, home decor, gardening, child rearing, relationships, attitudes,

table manners and home remedies.


30


_____________________________________________________________________OPEN SESAME published on Friday’s is a fun-filled eight page tabloid for kids

packed with some of the best children's writing from India, do-it-yourself columns,

nature notes, riddles, serial stories that are specially commissioned, everyday science,

reflections of school teachers and the occasional comic strip. And of course the

reader-friendly page of letters from the young readers responding to the messages and

queries of Sesame Seed, the section's mascot.

THE WORLD WIDE WEB: On April 15, 1996, Deccan Herald launched its Internet

edition. Today Deccan Herald reaches out to the world and it’s innovative and easy to

navigate web site is a big hit with netizens.

ZONED EDITIONS

Deccan Herald's several zoned editions serve to cover local news in greater

detail and to highlight the developments in these areas, thus being in touch with

readers in every region of Karnataka.

HUBLI PRINTING

Karnataka, the land of culture, also happens to be the land of distances. With

the increase in technological sophistication, The Printers (Mysore) Private Limited

has found a solution to this problem. The facsimile edition of Deccan Herald and

Prajavani was launched on November 1, 1989. Edited in Bangalore, the news is sent

through high speed telecommunication lines to Hubli-Dharwad where the paper is

printed and distributed.


31


_____________________________________________________________________By using the cutting-edge of technology, like total digital workflow, to its

advantage, The Printers (Mysore) Private Limited has made sure that its publications

reach readers in this region on time. The Group challenged basic assumptions like the

problem of distance and came up with specific strategies to tap resources using

technology as a tool. Three 64 KB lines enable quick transmission of data. Offset

printers like News line 45 and Coroset which run on state-of-the-art technology can

print up to 40,000 copies per hour. As a result, circulation has increased and the

Group is constantly expanding its market in this region. Readers in the districts of

Dharwad, Karwar, Shimoga, Davangere, Bijapur, Bellary and Belgaum welcome the

day with Deccan Herald and Prajavani.

HYDERABAD-KARNATAKA EDITION

In addition to Bangalore and Hubli printing, Deccan Herald and Prajavani

started printing a separate Hyderabad-Karnataka edition in Hyderabad on June 15,

1999 to facilitate the readers of the northern Karnataka districts of Gulbarga, Bidar

and Raichur getting their papers well in time. The printing was shifted to Gulbarga on

March 11, 2001

MANGALORE EDITION

To serve the interests of the readers in coastal Karnataka and to ensure that

they get their favorite newspaper at the crack of dawn, the Group set up a printing

plant at Mangalore and started printing a separate edition on August 25, 2000. The

number of editions, districts served and copies printed from these centres are as

follows


32


_____________________________________________________________________Belur Plant

Four editions; Serves districts of Bellary, Koppal, Raichur, Bijapur (part),

Bagalkot, Davangere, Shimoga (part), Uttara Kannada, Belgaum, Haveri, Gadag and

Dharwad

Mangalore Plant

Two editions serve the districts of Chikmagalur, Shimoga (part), Kodagu,

Udupi and Dakshina Kannada besides Kasargod

Gulbarga Plant

Two editions serve the districts of Raichur, Bidar, Bijapur (part) and Gulbarga

Subscription rates of Deccan Herald

Deccan Herald

Weekday Price (in Rupees per copy)

Monday3.00

Tuesday3.00

Wednesday3.00

Thursday3.00


33


_____________________________________________________________________Friday

3.00

Saturday3.00

Sunday4.50

Subscription rates of Prajavani

Prajavani

Weekday Price (in Rupees Per copy)

Monday2.50

Tuesday2.50

Wednesday2.50

Thursday2.50

Friday3.00

Saturday2.50

Sunday3.00


34


_____________________________________________________________________Their other publications are Sudha and Mayura. Sudha is a weekly edition and

Mayura is a monthly edition. Both these editions have strong presence in UK, USA,

and Australia. Their prices are as follows:

Sudha

Price (in Rupees per copy)

10.00

Organization Chart


Mayura (Monthly)

Price (in Rupees per copy)

7.00

35

2 Directors

CMJMD

VP

Advertising Circulation

2 DGM (Bangalore, Mysore, Mangalore, Bangalore rural)

1 AGM (Hubli, Davengere, Gulbarga)

DeccanHerald

AGM

Personnel

Prod Materials Fin Edi

DGM

SystemsElectronics

AGM AGM

DH PV


_____________________________________________________________________

Sampling plan of the study

Disstratified proportionate random sampling method has been adopted for this

study. The total sample size of 250 respondents has been selected randomly from

Hubli and Dharwad cities as per the convenience of the researcher. All these

respondents have been personally met by the researcher for collecting primary data.

Population: - Kannada newspaper readers from Hubli-Dharwad region.

Sample frame: -

Sample size: - 250

Sample unit: -


36


_____________________________________________________________________Research design

The research design selected for this research is descriptive research design.

Descriptive research design is the one that simply describes something such

demographic characteristics of consumers who use/sell the product/service. The

descriptive study is typical concerned with determining frequency with which

something occurs or how variables vary together.

Data collection methods

1. Literature survey: In this method I went through the documents & files

given to me by the company.

2. Observational method: I carried out this method to get the first hand

information. I observed what is carried out in the company and the

respondent’s attitude towards the product.

3. Individual interviews: This is a time consuming method. I personally met

individual respondent & interacted with them about their opinion towards

Prajavani. This gave me a clear overview of their attitude towards the

product (Prajavani).


37


_____________________________________________________________________4. Questionnaire: This is a structured method where set of questions are listed

& the respondents are asked to fill in the questionnaire. I prepared a

questionnaire with reference to the Assistant General Manager, Mr.

Shriramakrishna. It includes 25 descriptive questions, which brings out the

respondents opinion towards Prajavani. It also tests the level of knowledge &

awareness of the company’s products. It also highlights their expectations

from the company.

Swot Analysis

Strengths

1. Superior product quality.

2. Research and development backup.

3. Brand loyalty.

4. Company has strong national presence.

5. Excellent administration.

Weaknesses


38


_____________________________________________________________________1. The management lacks the skills of attracting consumers and bringing

awareness of the products of the company by providing better

communication channels.

Opportunities

1. Company has got strong infrastructure, financial backup.

2. Whenever needed company has to open up to prove its presence.

3. It aims to capture 50% market share across the state.

Threats

1. It faces strong and still competition in North Karnataka from two major

competitor publications.

Chapter – 3

Analysis & Interpretation of the Study

The following results were obtained after conducting the survey which will be

explained with the help of graphs and charts.


39


_____________________________________________________________________Table 1:-

Age of respondent

2 .8 .8 .8

84 33.6 33.6 34.4

68 27.2 27.2 61.6

47 18.8 18.8 80.4

49 19.6 19.6 100.0

250 100.0 100.0

below 16

16 to 25

26 to 35

36 to 45

46 & above

Total

ValidFrequency Percent Valid Percent

CumulativePercent

46 & above36 to 4526 to 3516 to 25below 16

Pe

rce

nt

40

30

20

10

0

Interpretation:-

The above table and graph shows the age category of the respondents. Data

was collected from all different age categories ranging from below 16 years to 46 and

above age groups. 0.8% of the respondents belonged to age group of below 16 years,

33.6% of the respondents belonged to the age group between 16 to 25 years, 27.2% of


40


_____________________________________________________________________the respondents belonged to the age group between 26 to 35 years and 38.4% of the

respondents belonged to the age group between 36 to 45 and 46 & above each.

Table 2:-

Gender of respondent

108 43.2 43.2 43.2

142 56.8 56.8 100.0

250 100.0 100.0

male

female

Total


CumulativePercent

femalemale

Pe

rce

nt

60

50

40

30

20

10

0

Interpretation:-

The above table and graph shows the gender category of the respondents. It is

observed from the survey that 45% of the respondents were male and 55% of the

respondents were females.

Table 3:-


41


_____________________________________________________________________

Qualification of respondent

9 3.6 3.6 3.6

45 18.0 18.0 21.6

136 54.4 54.4 76.0

34 13.6 13.6 89.6

26 10.4 10.4 100.0

250 100.0 100.0

below sslc

ssls to puc

graduate

PG

others

Total


CumulativePercent

othersPGgraduatessls to pucbelow sslc

Pe

rce

nt

60

50

40

30

20

10

0

Interpretation:-

The above table shows the educational qualification of the respondents. 3.6%

of the sample falls under below SSLC category, 18% of sample were between SSLC

& PUC, 54.4% were graduates, 13.6% were PG’s, 10.4% were qualified with other

courses.

Table 4:-


42


_____________________________________________________________________

Occupation

36 14.4 14.4 14.4

9 3.6 3.6 18.0

19 7.6 7.6 25.6

76 30.4 30.4 56.0

6 2.4 2.4 58.4

59 23.6 23.6 82.0

39 15.6 15.6 97.6

6 2.4 2.4 100.0

250 100.0 100.0

govt emp

buz man

academician

student

housewife

professional

pri sec emp

others

Total


CumulativePercent

others

pri sec emp

professional

housewife

student

academician

buz man

govt emp

Pe

rce

nt

40

30

20

10

0

Interpretation:-

The above table shows the occupation of the respondents. 14.4% were

government employees, 3.6% were business men, 7.6% were academicians, 30.4%

were students, 2.4% were housewives, 23.6% were professionals, 15.6% were private

sector employees, and 2.4% belonged to other occupations.

Table 5:-


43


_____________________________________________________________________

Monthly income

55 22.0 22.0 22.0

152 60.8 60.8 82.8

19 7.6 7.6 90.4

24 9.6 9.6 100.0

250 100.0 100.0

les 3000

3000 to 10000

10001 to 15000

above 15000

Total


CumulativePercent

above 1500010001 to 150003000 to 10000les 3000

Pe

rce

nt

70

60

50

40

30

20

10

0

Interpretation:-

The above table shows the monthly income of the respondents. Around 22%

of the respondents receive salary less than Rs 3000, 60% of the respondents receive

salary between 3000 to 10000, 7.6% of the respondents receive salary between 10001

to 15000 and 9.6% of the respondents receive salary above 15000.

Table 6:-


44


_____________________________________________________________________Expected time of Delivery of newspaper

32 12.8 12.8 12.8

80 32.0 32.0 44.8

72 28.8 28.8 73.6

66 26.4 26.4 100.0

250 100.0 100.0

5am to 6am

6am to 6.30am

6.30am to 7am

7am to 7.30am

Total


CumulativePercent

7am to 7.30am6.30am to 7am6am to 6.30am5am to 6am

Pe

rce

nt

40

30

20

10

0

Interpretation:-

The above table and graph shows the expected time of delivery of news paper

to the respondents. The ranking for the expected timing of delivery of news paper is

as follows; around 12.8% of the respondents ranked the timing between 5am to 6am,

32% of the respondents ranked the timing between 6am to 6.30am, 28.8% of the

respondents ranked the timing between 6.30am to 7am, and 26.4% of the respondents

ranked the timing between 7am to 7.30am.

Table 7:-

Sl. No Newspaper No. of respondents Percent1 Samyukta Karnatak 125 50%2 Vijay karnatak 94 37.6%3 Prajavani 45 18%


45


_____________________________________________________________________4 Udayvani 0 05 Kannada Prabha 2 0.8%6 Deccan Herald 59 23.6%7 The Times of India 27 10.8%8 The Hindu 2 0.8%9 Indian Express 9 3.6%10 Vijay Times 23 9.2%

0

10

20

30

40

50

60

sk vk pv uv kp dh toi th ie vt

percentage of subscription of newspapers

Interpretation:-

The above table and graph shows the subscription of different newspapers.

About 50% of the respondents subscribe for Samyukta Karnatak, 37.6% subscribe for

Vijay Karnatak, 18% subscribe for Prajavani, 0.8% subscribe for Kannada Prabha,

23.6% subscribe for Deccan Herald, 10.8% subscribe for The Times of India, 0.8%

subscribe for The Hindu, 3.6% subscribe for Indian Express & 9.2% subscribe for

Vijay Times.

Table 8:-

Sl. No Newspaper No. of respondents1 Deccan Herald 182 The Times of India 13 The Hindu 2


46


_____________________________________________________________________4 Vijay Times 11

subscription of newspapers

02468

101214161820

dh toi th vt

Interpretation:-

The above table shows the frequency of subscription of other language

newspapers by Prajavani readers. Around 18 readers of Prajavani subscribed Deccan

Herald, 1 reader subscribes for The Times of India, 2 readers subscribe for The Hindu

and 11 subscribed for Vijay Times.

Table 9:-

PV*Subscription period of newspaper Crosstabulation

Count

3 6 12 24 45

3 6 12 24 45

1Q11PV

Total

lesthn6mnths 6mnths to 1 yr 1 to 5 yrs 5 yrs & above

Subscription period of newspaper

Total


47


_____________________________________________________________________

1

Co

un

t

30

20

10

0

Subscription period

lesthn6mnths

6mnths to 1 yr

1 to 5 yrs

5 yrs & above

Interpretation:-

The above table shows the subscription period of Prajavani. The following

table shows the subscription period of Prajavani. Total number of Prajavani

subscribers is around 45. 6.6% respondents subscription period is less than 6 months,

13.3% respondents subscription period is between 6 months to 1 year, 26.6%

respondents subscription period is between 1 year to 5 years and around 53.3%

respondent’s subscription period is above 5 years.

Table 10:-

The following table shows the ranking given by respondents of different age

groups to the Kannada daily newspapers.


48


_____________________________________________________________________

Ranks for Samyukta Karnatak

Count

2 2

32 35 15 1 1 84

38 23 7 68

28 9 7 2 1 47

25 16 7 1 49

125 83 36 3 3 250

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

SK RANKS

Total


Co

un

t

40

30

20

10

0

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Ranks for Prajavani

Count

2 2

9 22 42 8 3 84

13 29 20 5 1 68

6 14 22 5 47

11 22 12 4 49

39 87 98 22 4 250

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


PV RANKS

Total


49


_____________________________________________________________________


50

40

30

20

10

0

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Ranks for Vijay Karnatak

Count

2 2

42 25 12 3 2 84

16 14 34 1 3 68

13 20 11 1 2 47

12 10 21 4 2 49

83 71 78 9 9 250

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


VK RANKS

Total


50

40

30

20

10

0

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5


50


_____________________________________________________________________

Table 11:-

The following table shows the ranking given by respondents to different

criteria while selecting a newspaper. Ranking was given from 1 to 5.

Particulars

Ver

y Im

por

tan

t

Im

por

tan

t

Ave

rage

Les

s Im

por

tan

t

Not

Im

por

tan

t

No. of pages 14.8% 9.6% 9.2% 22.4% 44%Price 21.6% 18.4% 25.2% 17.2% 17.6%Quality of printing 29.6% 30.6% 23.6% 13.2% 3.6%Quality of news items 79.6% 10% 2.8% 3.6% 4%Quality of paper used 22.4% 36.8% 24% 14% 2.8%Quality of articles 53.6% 22.4% 13.2% 5.2% 5.6%Language 51.2% 28.4% 13.6% 5.2% 1.6%Coverage & reach 19.2% 18.4% 29.6% 24.8% 8%Local news 47.6% 22.4% 18.8% 7.2% 4%Advertisements 9.2% 10% 17.6% 36% 27.2%Different kind of supplements 14% 12% 12.8% 38.4% 22.8%Delivery time 49.6% 20% 14.8% 10.8% 4.8%No. of colour pages 5.6% 13.2% 10.8% 13.6% 56.8%

0102030405060708090

very important important average less important not important


51


_____________________________________________________________________

Table 12:-

Respondents satisfaction with price structure

220 88.0 88.0 88.0

30 12.0 12.0 100.0

250 100.0 100.0

yes

no

Total


CumulativePercent

Respondents satisfaction with price structure

noyes

Pe

rce

nt

100

80

60

40

20

0

Interpretation:-

The above table and graph shows the respondents satisfaction level with the

price structure of Kannada daily newspapers. 88% of the respondents are satisfied

with the price of the Kannada daily newspapers while the remaining 12% are not.


52


_____________________________________________________________________

Table 13:-

Opinion about info in published insupplements

121 48.4 48.4 48.4

129 51.6 51.6 100.0

250 100.0 100.0

yes

no

Total


CumulativePercent



noyes

Pe

rce

nt

60

50

40

30

20

10

0

Interpretation:-

The above table and graph shows the respondents satisfaction level with the

information published in Kannada daily newspapers. 48.4% of the respondents are

satisfied with the information published in Kannada daily newspapers while the

remaining 51.6% are not.


53


_____________________________________________________________________

Table 14:-

Supplements Very Much Necessary

Average Not Necessary

Entertainment 34.1% 58.1% 7.8%Women 58.9% 38% 3.1%Job Market 72.9% 22.5% 4.7%Children ( Below 15 Yrs) 32.6% 62.8% 4.7%Youth (15-22 yrs) 63.6% 26.4% 10.1%Fashion & Life style 26.4% 47.3% 26.4%Shopping 21.7% 44.2% 34.1%Matrimonial 18.6% 28.7% 52.7%Real Estate / Auto Sales 29.5% 56.6% 14%Education News 86.8% 11.6% 1.6%Horoscope 20.9% 43.4% 35.7%Health Care 82.9% 16.3% 0.8%Science & Technology 86.8% 12.4% 0.8%Societal Concern articles 41.5% 52.7% 0.8%

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

100.00%

Ent

erta

inm

ent

Wom

en

Job

Mar

ket

Chi

ldre

n (

Bel

ow 1

5 Y

rs)

You

th (1

5-22

yrs)

Fash

ion

&Li

fe s

tyle

Sho

ppin

g

Mat

rimon

ial

Rea

l Est

ate

/A

uto

Sal

es

Edu

catio

nN

ews

Hor

osco

pe

Hea

lth C

are

Sci

ence

&Te

chno

logy

Soc

ieta

lC

once

rnar

ticle

s

Very Much Necessary Average Not Necessary

Interpretation:-

The above table and graph shows the respondents ranking for their

requirements about the information to be published in the supplements of Kannada

daily newspapers.


54


_____________________________________________________________________

Table 15:-

Respondents opinion about shifting to other newspaper

24 9.6 9.6 9.6

226 90.4 90.4 100.0

250 100.0 100.0

yes

no

Total


CumulativePercent

noyes

Pe

rce

nt

100

80

60

40

20

0

Interpretation:-

The above table and graph shows the respondents opinion about their wish to

shift to other newspapers. Only 9.6% of the respondents are willing to shift to other

newspapers and the remaining 90.4% of the respondents are not.


55


_____________________________________________________________________

Table 16:-

PV Awareness Level

244 97.6 97.6 97.6

6 2.4 2.4 100.0

250 100.0 100.0

yes

no

Total


CumulativePercent

noyes

Pe

rce

nt

120

100

80

60

40

20

0

Interpretation:-

The above table and graphs shows the awareness level of Prajavani

newspaper. Around 97.6% of the respondents are aware of Prajavani newspaper and

only 2.4% of the respondents are not aware of the Prajavani newspaper.


56


_____________________________________________________________________

Table 17:-

SINCE WHEN

14 5.6 5.7 5.7

26 10.4 10.7 16.4

56 22.4 23.0 39.3

148 59.2 60.7 100.0

244 97.6 100.0

6 2.4

250 100.0

less than 6 months

6 months to 1 yr

1 yr to 5 yrs

5 yrs & above

Total

Valid

SystemMissing

Total

Frequency Percent Valid PercentCumulative

Percent

5 yrs & above

1 yr to 5 yrs

6 months to 1 yr

less than 6 months

Pe

rce

nt

70

60

50

40

30

20

10

0

Interpretation:-

The above table and graph shows the period of the awareness level of

Prajavani. Around 5.6% of the respondents are aware of Prajavani from less than 6

months, 10.4% of the respondents are aware from 6 months to 1 year, 22.4% of the

respondents are aware from 1 year to 5 years and 59.2% are aware from more than 5

years.


57


_____________________________________________________________________

Table 18:-

Metro Awareness

113 45.2 45.2 45.2

137 54.8 54.8 100.0

250 100.0 100.0

yes

no

Total


CumulativePercent

noyes

Pe

rce

nt

60

50

40

30

20

10

0

Interpretation:-

The above table and graph shows the awareness level of the supplement called

METRO published by Prajavani. Around 45.2% respondents are aware of METRO

supplement and the remaining 54.8% of the respondents are not.


58


_____________________________________________________________________

Table 19:-

Metro Satisfaction Level

100 40.0 88.5 88.5

13 5.2 11.5 100.0

113 45.2 100.0

137 54.8

250 100.0

yes

no

Total

Valid

SystemMissing

Total

Frequency Percent Valid PercentCumulative

Percent

Metro Satisfaction Level

noyes

Pe

rce

nt

100

80

60

40

20

0

Interpretation:-

The above table and graph shows the satisfaction level of the respondents

about the information published in Metro supplement. 88.5% respondents; of those

who are aware of METRO supplement are satisfied with the information published in

METRO supplement and only 11.5% respondents are not satisfied.


59


_____________________________________________________________________

Table 20:-

Particulars Excellent Good Average Poor Very PoorLanguage 103 123 8 3 -Print quality 88 103 36 7 1Local news 57 91 70 14 5Regional News 37 112 68 9 2State News 37 122 61 9 -National News 41 93 62 25 5International News 41 87 56 32 14Sports News 41 90 71 25 1Business News 26 69 98 37 1Youth related 21 100 68 37 8Editorial 61 88 56 24 5Media & Advertisement 28 79 95 29 -Reach & Circulation 16 70 89 52 8Science & Technology 21 117 70 26 4Cartoons 24 50 89 47 23

0

20

40

60

80

100

120

140

excellent

good

average

poor

very poor

Interpretation:-

The above table and graph shows the respondents ranking about their opinion

regarding Prajavani newspaper. The ranking was given on scale ranging from


60


_____________________________________________________________________excellent to very poor. The graph and values are not to scale because the respondents

have ranked only those criteria of that they are aware of.

Table 21:-

Particulars Very Much Necessary

Average Not Necessary

General News 56% 38.4% 5.6%Regional news 62.4% 35.6% 2%State news 78.4% 20.8% 0.8%International news 64.4% 35.6% 0Business News 46% 52% 2%Sports News 36.4% 60.4% 3.2%Science News 72.4% 25.6% 2%Editorial 32.8% 58.4% 8.8%Art & culture News 25.6% 64.4% 10%Film News 12.8% 36.8% 50.4%Advertisements 13.2% 45.6% 41.2%Tenders 31.6% 51.2% 17.2%National news 70.4% 28.4% 1.2%Political news 44.4% 47.2% 8.4%Educational & Management Articles 86.4% 13.2% 0.4%

0%10%20%30%40%50%60%70%80%90%

100%

Gen

eral

New

s

Reg

iona

l new

s

Sta

te n

ews

Inte

rnat

iona

lne

ws

Bus

ines

sN

ews

Spo

rts N

ews

Sci

ence

New

s

Edi

toria

l

Art

& c

ultu

reN

ews

Film

New

s

Adv

ertis

emen

ts

Tend

ers

Nat

iona

l new

s

Pol

itica

l new

s

Edu

catio

nal &

Man

agem

ent

Arti

cles

Very Much Necessary Average Not Necessary

Interpretation:-

The above table and graph shows the respondents ranking for the criteria

which they feel, should be published in the Kannada daily newspapers.


61


_____________________________________________________________________

Table 22:-


50

40

30

20

10

0

LANGUAGE

excellent

good

average

poor

Interpretation:-

The above table and graph shows the cross tabulation between the age of

respondent and the ranking given to the language of Prajavani.


Age of respondent * LANGUAGE Crosstabulation

Count

2 2

40 33 3 76

21 40 2 2 65

20 23 2 1 46

22 25 1 48

103 123 8 3 237

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total

excellent good average poor

LANGUAGE

Total

62


_____________________________________________________________________

Table 23:-


40

30

20

10

0

excellent

good

average

poor

very poor

Interpretation:-


respondent and the ranking given to the print quality of Prajavani.


Age of respondent * Print Quality Crosstabulation

Count

2 2

35 31 7 3 76

19 30 12 4 65

18 12 13 1 44

16 28 4 48

88 103 36 7 1 235

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total

excellent good average poor very poor

Print Quality

Total

63


_____________________________________________________________________

Table 24:-

Age of respondent * Local news Crosstabulation

Count

2 2

33 24 15 2 2 76

7 31 22 2 2 64

10 17 15 4 1 47

7 17 18 6 48

57 91 70 14 5 237

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


Local news

Total


40

30

20

10

0

excellent

good

average

poor

very poor

Interpretation:-


respondent and the ranking given to the local news coverage of Prajavani.


64


_____________________________________________________________________

Table 25:-

Age of respondent * Regional news Crosstabulation

Count

2 2

14 34 16 4 1 69

5 28 26 3 1 63

9 24 13 46

9 24 13 2 48

37 112 68 9 2 228

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


Regional news

Total


40

30

20

10

0

excellent

good

average

poor

very poor

Interpretation:-


respondent and the ranking given to the regional news coverage of Prajavani.


65


_____________________________________________________________________

Table 26:-

Age of respondent * State news Crosstabulation

Count

2 2

15 41 9 6 71

6 35 19 2 62

4 29 14 47

12 15 19 1 47

37 122 61 9 229

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


State newsw

Total


50

40

30

20

10

0

excellent

good

average

poor

Interpretation:-


respondent and the ranking given to the state news coverage of Prajavani.


66


_____________________________________________________________________

Table 27:-

Age of respondent * National news Crosstabulation

Count

2 2

19 28 12 8 2 69

7 25 22 6 2 62

4 21 14 7 46

11 17 14 4 1 47

41 93 62 25 5 226

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


National news

Total


30

20

10

0

excellent

good

average

poor

very poor

Interpretation:-


respondent and the ranking given to the national news coverage of Prajavani.


67


_____________________________________________________________________

Table 28:-

Age of respondent * International news Crosstabulation

Count

2 2

18 28 7 14 4 71

9 32 13 6 2 62

5 14 16 5 7 47

9 11 20 7 1 48

41 87 56 32 14 230

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


International news

Total


40

30

20

10

0

excellent

good

average

poor

very poor

Interpretation:-


respondent and the ranking given to the International news coverage of Prajavani.


68


_____________________________________________________________________

Table 29:-

Age of respondent * Sports news Crosstabulation

Count

2 2

16 32 13 7 1 69

10 26 17 9 62

4 18 19 6 47

11 12 22 3 48

41 90 71 25 1 228

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


Sports news

Total


40

30

20

10

0

excellent

good

average

poor

very poor

Interpretation:-


respondent and the ranking given to the sports news coverage of Prajavani.


69


_____________________________________________________________________

Table 30:-

Age of respondent * Business news Crosstabulation

Count

2 2

12 28 21 10 71

4 13 33 12 1 63

1 18 17 11 47

9 8 27 4 48

26 69 98 37 1 231

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


Business news

Total


40

30

20

10

0

excellent

good

average

poor

very poor

Interpretation:-


respondent and the ranking given to the business news coverage of Prajavani.


70


_____________________________________________________________________

Table 31:-

Age of respondent * Youth related Crosstabulation

Count

2 2

10 35 22 6 2 75

2 26 21 11 2 62

3 20 9 14 1 47

6 17 16 6 3 48

21 100 68 37 8 234

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


Youth related

Total


40

30

20

10

0

excellent

good

average

poor

very poor

Interpretation:-


respondent and the ranking given to the youth related news coverage of Prajavani.


71


_____________________________________________________________________

Table 32:-

Age of respondent * Editorial Crosstabulation

Count

2 2

24 26 18 5 3 76

11 25 14 9 2 61

14 13 14 6 47

12 22 10 4 48

61 88 56 24 5 234

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


Editorial

Total


30

20

10

0

excellent

good

average

poor

very poor

Interpretation:-


respondent and the ranking given to the editorial section of Prajavani.


72


_____________________________________________________________________

Table 33:-

Age of respondent * Advertisements Crosstabulation

Count

2 2

11 28 28 7 74

5 19 26 10 60

4 12 24 7 47

8 18 17 5 48

28 79 95 29 231

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


Advertisements

Total


30

20

10

0

excellent

good

average

poor

Interpretation:-


respondent and the ranking given to the advertisements of Prajavani.


73


_____________________________________________________________________

Table 34:-

Age of respondent * Reach and circulation Crosstabulation

Count

2 2

5 16 31 18 6 76

2 20 23 17 62

1 18 15 11 2 47

8 14 20 6 48

16 70 89 52 8 235

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


Reach and circulation

Total


40

30

20

10

0

excellent

good

average

poor

very poor

Interpretation:-


respondent and the ranking given to the reach and circulation of Prajavani.


74


_____________________________________________________________________

Table 35:-

Age of respondent * Science & technology Crosstabulation

Count

2 2

7 48 15 3 3 76

5 24 26 10 65

1 26 16 4 47

8 17 13 9 1 48

21 117 70 26 4 238

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


Science & technology

Total


60

50

40

30

20

10

0

excellent

good

average

poor

very poor

Interpretation:-


75


_____________________________________________________________________The above table and graph shows the cross tabulation between the age of

respondent and the ranking given to the science and technological news coverage of

Prajavani.

Table 36:-

Age of respondent * Cartoons Crosstabulation

Count

2 2

13 15 26 15 7 76

4 14 24 14 6 62

1 11 17 9 7 45

6 8 22 9 3 48

24 50 89 47 23 233

below 16

16 to 25

26 to 35

36 to 45

46 & above

Age ofrespondent

Total


Cartoons

Total


30

20

10

0

excellent

good

average

poor

very poor

Interpretation:-


76


_____________________________________________________________________The above table and graph shows the cross tabulation between the age of

respondent and the ranking given to the cartoons sections of Prajavani.

Table 37:-

Monthly income * Prajavani Crosstabulation

Count

11 11

24 24

5 5

5 5

45 45

les 3000

3000 to 10000

10001 to 15000

above 15000

Monthlyincome

Total

1

Prajavani

Total

Monthly income

above 1500010001 to 150003000 to 10000les 3000

Co

un

t

30

20

10

0

Interpretation:-


77


_____________________________________________________________________The above table and graph shows the cross tabulation between the monthly

income of respondents; those who subscribe Prajavani. 24.4% subscriber’s monthly

income is less than 3000, 53.3% subscribers monthly income is in between 3000 to

10000, 11.1% subscribers monthly income is in between 10000 to 15000 and 11.1%

subscribers monthly income is above 15000.

NOTE: - The above percentages are taken out of 45 respondents.

Table 38:-

Respondents satisfaction with price structure of Prajavani

Count

40 40

5 5

45 45

yes

no

Respondents satisfactionwith price structure

Total

1

Prajavani

Total

noyes

50

40

30

20

10

0

Interpretation:-


78


_____________________________________________________________________The above table and graph shows the cross tabulation between the subscribers

of Prajavani and their satisfaction level about the price structure of Prajavani. 88.8%

respondents are satisfied with the price structure of Prajavani and the remaining

11.1% of the respondents are not.


Table 39:-

Respondents opinion about shifting to other newspaper

Count

2 2

43 43

45 45

yes

no

Respondents opinionabout shifting to othernewspaper

Total

1

Prajavani

Total


79


_____________________________________________________________________

noyes

50

40

30

20

10

0

Interpretation:-

The above table and graph shows he cross tabulation between the subscribers

of Prajavani and their opinion of shifting to other newspapers. Only 4.4% of the

respondents are willing to shift to other newspapers and the remaining 95.5% of

respondents are not.


Table 40:-

Opinion about info in published in supplements of Prajavani

Count

26 26

19 19

45 45

yes

no

Opinion about info inpublished insupplements

Total

1

Prajavani

Total


80


_____________________________________________________________________

noyes

28

26

24

22

20

18

Interpretation:-

The above table and graph shows the cross tabulation between the subscribers

of Prajavani and their opinion about the information published in the supplements of

Prajavani. 57.7% of the subscribers are satisfied with the information published in the

supplements of Prajavani newspaper whereas the remaining 42.2% are not satisfied.


Table 41:-


81


_____________________________________________________________________

Expected time of Delivery of newspaper

Count

3 3

10 10

22 22

10 10

45 45

5am to 6am

6am to 6.30am

6.30am to 7am

7am to 7.30am

Expected timeof Delivery ofnewspaper

Total

1

Prajavani

Total

7am to 7.30am6.30am to 7am6am to 6.30am5am to 6am

30

20

10

0

Interpretation:-

The above table and graph shows the cross tabulation between the subscribers

of Prajavani and their expected time of delivery of newspaper. 6.6% subscribers

expect that the newspaper should be delivered to them between 5 am and 6 am, 22.2%

subscribers expect that the newspaper should be delivered to them between 6 am and

6.30 am, 48.8% subscribers expect that the newspaper should be delivered to them

between 6.30 am and 7 am, 22.2% subscribers expect that the newspaper should be

delivered to them between 7 am and 7.30 am.



82


_____________________________________________________________________Results and Discussions

After having looked into tables and graphs which represent the responses of the

respondents, researcher has come out with the following summary of findings.

1) It is clear from the analysis of data that 33.6% of the respondents belonged to the

age group between 16 to 25 years, 27.2% of the respondents belonged to the age

group between 26 to 35 years and 38.4% of the respondents belonged to the age

group between 36 to 45 and 46 & above each.

2) It is observed from the survey that 45% of the respondents were male and 55% of

the respondents were females.

3) 3.6% of the respondents fall under the qualification category of below SSLC

category, 18% of respondents were qualified between SSLC & PUC, 54.4% were

graduates, 13.6% were PG’s, 10.4% were qualified with other courses.

4) 14.4% of the respondents were government employees, 3.6% were business men,

7.6% were academicians, 30.4% were students, 2.4% were housewives, 23.6%

were professionals, 15.6% were private sector employees, and 2.4% belonged to

other occupations.

5) Around 22% of the respondents receive salary less than Rs 3000, 60% of the

respondents receive salary between 3000 to 10000, 7.6% of the respondents

receive salary between 10001 to 15000 and 9.6% of the respondents receive salary

above 15000.

6) Around 12.8% of the respondents ranked the expected time of delivery of

newspaper between 5am to 6am, 32% of the respondents ranked the timing

between 6am to 6.30am, 28.8% of the respondents ranked the timing between


83


_____________________________________________________________________6.30am to 7am, and 26.4% of the respondents ranked the timing between 7am to

7.30am.

7) It was found from the survey that; 50% subscribed for Samyukta Karnatak, 37.6%

subscribed for Vijay Karnatak, 18% subscribed for Prajavani, 0.8% subscribed for

Kannada Prabha, 23.6% subscribed for Deccan Herald, 10.8% subscribed for The

Times of India, 0.8% subscribed for The Hindu, 3.6% subscribed for Indian

Express and 9.2% subscribed for Vijay Times.

8) Around 40% readers of Prajavani subscribed Deccan Herald, 2.2% reader

subscribes for The Times of India, 4.4% readers subscribe for The Hindu and

24.4% subscribed for Vijay Times. (The above percentages are taken from the

total of 45)

9) Around 6.6% readers of Prajavani newspaper subscription period is less than 6

months, 13.3% respondents subscription period is between 6 months to 1 year,

26.6% respondents subscription period is between 1 year to 5 years and around

53.3% respondent’s subscription period is above 5 years.

10) The following result was obtained from the survey regarding the ranking given by

the respondents for Kannada daily newspapers:-

The following ranking is for Samyukta Karnatak; 50% ranked first, 33.2%

ranked second, 14.4% ranked third, 1.2% ranked fourth and 1.2 % ranked

fifth.

The following ranking is for Prajavani; 15.6% ranked first, 34.8% ranked

second, 39.2% ranked third, 8.8% ranked fourth and 1.6% ranked fifth.

The following ranking is for Vijay Karnatak; 33.2% ranked first, 28.4%

ranked second, 31.2% ranked third, 3.6% ranked fourth and 3.6% ranked fifth.


84


_____________________________________________________________________11) The following results were obtained regarding the ranking given by respondents to

different criteria while selecting a newspaper. Ranking was given on a scale of 5

pointer. 1 being highest preference and 5 being lowest preference.

24.4% of respondents said that the number of pages is an important criterion for

selecting a newspaper, 9.2% ranked this criterion moderately and 66.4% said that

number of pages is not an important criterion for them for selecting a newspaper.

40% of respondents said price is an important criterion, 25.2% were moderate and

34.8% said price is not an important criterion for them.

59.6% of respondents said printing quality is an important criterion, 23.6% were

moderate on this criterion and 16.8% said this is not an important criterion for

them.

89.6% of respondents said quality of news items is an important criterion, 2.8%

ranked moderately and 7.6% of respondents said this is not important for them.

59.2% of respondents said quality of paper used is important for them, 24%

ranked this criterion moderately and 16.8% said this is not important for them.

76% of respondents said quality of articles is important for them, 13.2% ranked

this criterion moderately and 10.8% said this is not important for them.

79.6% of respondents said language is important for them, 13.6% ranked this

criterion moderately and 6.8% said this is not important for them.

37.6% of respondents said coverage and reach is important for them, 29.6%


70% of respondents said local news coverage is important for them, 18.8% ranked



85


_____________________________________________________________________ 19.2% of respondents said advertisements are important for them, 17.6% ranked


26% of respondents said issue of different kind of supplements is important for

them, 12.8% raked this criterion moderately and 62.2% said this is not important

for them.

69.6% of respondents said delivery time is important for them, 14.8% ranked this

criterion moderately and 15.6% said this is not important for them.

18.8% of respondents said number of colour pages is important for them, 10.8%


12) 88% of the respondents are satisfied with the price of the Kannada daily

newspapers while the remaining 12% are not.

13) 48.4% of the respondents are satisfied with the information published in Kannada

daily newspapers while the remaining 51.6% are not.

14) The following results were obtained form the respondents of those who are not

satisfied with the amount of information published in the supplements of Kannada

daily newspapers. 34.1% respondents said entertainments is necessary, 58.1%

ranked it moderately and 7.8% respondents said it is not. 58.9% respondents said

information about women is necessary, 38% ranked it moderately and 3.1%

respondents said it is not. 72.9% respondents said information on job market is

necessary, 22.5% ranked it moderately and 4.7% respondents said it is not. 32.6%

respondents said information on children is necessary, 62.8% ranked it moderately

and 4.7% said it is not. 63.6% respondents said information on youths is

necessary, 26.4% ranked it moderately and 10.1% said it is not. 26.4%

respondents said information on fashion and lifestyle is necessary, 47.3% ranked


86


_____________________________________________________________________it moderately and 26.4% said it is not. 21.7% respondents said information on

shopping is necessary, 44.2% ranked it moderately and 34.1% said it is not. 18.6%

respondents said matrimonial information is necessary, 28.7% ranked it

moderately and 52.7% said it is not. 29.5% respondents said information on real

estate/ auto sales is necessary, 56.6% ranked it moderately and 14% said it is not.

86.8% respondents said information on education is necessary, 11.6% ranked it

moderately and 1.6% said it is not. 20.9% respondents said information on

horoscope is necessary, and 43.4% ranked it moderately and 35.7% said it is not.

82.9% respondents said information on health care is necessary, 16.3% ranked it

moderately and 0.8% said it is not. 86.8% respondents said information on science

and technology is necessary, 12.4% ranked it moderately and 0.8% said it is not.

41.5% respondents said information on societal concerns is necessary, 52.7%

ranked it moderately and 0.8% said it is not.

15) Only 9.6% of the respondents are willing to shift to other newspapers and the

remaining 90.4% of the respondents are not.

16) Around 97.6% of the respondents are aware of Prajavani newspaper and only

2.4% of the respondents are not aware of the Prajavani newspaper.

17) Around 5.6% of the respondents are aware of Prajavani from less than 6 months,

10.4% of the respondents are aware from 6 months to 1 year, 22.4% of the

respondents are aware from 1 year to 5 years and 59.2% are aware from more than

5 years.

18) Around 45.2% respondents are aware of METRO supplement and the remaining

54.8% of the respondents are not.


87


_____________________________________________________________________19) 88.5% respondents; of those who are aware of METRO supplement are satisfied

with the information published in METRO supplement and only 11.5%

respondents are not satisfied.

20) The following results were obtained from the respondents; ranking was given

about their opinion regarding Prajavani newspaper. The ranking was given on

scale ranging from excellent to very poor. 226 respondents said the language of

PV is good, 8 ranked this as moderate and 3 said it is poor. 191 respondents said

the print quality of PV is good, 36 ranked this as moderate and 8 said it is poor.

148 respondents said the local news coverage of PV is good, 70 ranked this as

moderate and 19 said it is poor. 149 respondents said the regional news coverage

of PV is good, 68 ranked this as moderate and 11 said it is poor. 159 respondents

said the state news coverage of PV is good, 61 ranked this as moderate and 9 said

it is poor. 134 respondents said the national news coverage of PV is good, 62

ranked this as moderate and 30 said it is poor. 128 respondents said the

international news coverage of PV is good, 56 ranked this as moderate and 46 said

it is poor. 131 respondents said the sports news coverage of PV is good, 71 ranked

this as moderate and 26 said it is poor. 95 respondents said the business news of

PV is good, 98 ranked this as moderate and 38 said it is poor. 121 respondents

said the youth related news of PV is good, 68 ranked this as moderate and 45 said

it is poor. 149 respondents said the editorial of PV is good, 56 ranked this as

moderate and 29 said it is poor. 107 respondents said the media and advertisement

of PV is good, 95 ranked this as moderate and 29 said it is poor. 86 respondents

said the reach and circulation of PV is good, 89 ranked this as moderate and 60

said it is poor. 138 respondents said the science and technological news coverage


88


_____________________________________________________________________of PV is good, 70 ranked this as moderate and 30 said it is poor. 74 respondents

said the cartoons of PV is good, 89 ranked this as moderate and 70 said it is poor.

21) The following results were obtained form the respondents regarding their

requirements of which they feel is essential to be published in Kannada daily

newspapers. 94.4% respondents said that general news is very essential in

Kannada daily newspapers and 5.6% respondents said it is not. 98% respondents

said that regional news is very essential in Kannada daily newspapers and 2%

respondents said it is not. 99.2% respondents said that state news is very essential

in Kannada daily newspapers and 0.8% respondents said it is not. 100%

respondents said that international news is very essential in Kannada daily

newspapers. 98% respondents said that business news is very essential in Kannada

daily newspapers and 2% respondents said it is not. 96.8% respondents said that

sports news is very essential in Kannada daily newspapers and 3.2% respondents

said it is not. 98% respondents said that science news is very essential in Kannada

daily newspapers and 2% respondents said it is not. 91.2% respondents said that

editorial section is very essential in Kannada daily newspapers and 8.8%

respondents said it is not. 90% respondents said that art and cultural news is very

essential in Kannada daily newspapers and 10% respondents said it is not. 49.6%

respondents said that film news is very essential in Kannada daily newspapers and

50.4% respondents said it is not. 58.5% respondents said that advertisements are

very essential in Kannada daily newspapers and 41.2% respondents said it is not.

82.8% respondents said that tenders information is very essential in Kannada daily

newspapers and 17.2% respondents said it is not. 98.8% respondents said that

national news is very essential in Kannada daily newspapers and 1.2%


89


_____________________________________________________________________respondents said it is not. 91.6% respondents said that political news is very

essential in Kannada daily newspapers and 8.4% respondents said it is not. 99.6%

respondents said that education and management articles are very essential in

Kannada daily newspapers and 0.4% respondents said it is not.

22) 24.4% subscribers of Prajavani monthly income is less than 3000, 53.3%

subscribers monthly income is in between 3000 to 10000, 11.1% subscribers

monthly income is in between 10000 to 15000 and 11.1% subscribers monthly

income is above 15000. (The above percentage is taken from the total of 45)

23) 88.8% respondents of Prajavani are satisfied with the price structure of Prajavani

and the remaining 11.2% or respondents are not. (The above percentage is taken

from the total of 45)

24) Only 4.4% subscribers of Prajavani are willing to shift to other newspapers and

the remaining 95.6% are not. (The above percentage is taken from the total of 45)

25) 57.7% subscribers of Prajavani are satisfied with the information published in the

supplements of Prajavani newspaper whereas the remaining 42.3% are not

satisfied. (The above percentage is taken from the total of 45)

26) 6.7% subscribers of Prajavani expect that the newspaper should be delivered to

them between 5 am and 6 am, 22.2% subscribers expect that the newspaper should

be delivered to them between 6 am and 6.30 am, 48.9% subscribers expect that the

newspaper should be delivered to them between 6.30 am and 7 am, 22.2%

subscribers expect that the newspaper should be delivered to them between 7 am

and 7.30 am. (The above percentage is taken from the total of 45)


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Suggestions

Based on analysis and interpretation of the primary data, summer of findings I

would like to off the following recommendations to The Printers (Mysore) Pvt. Ltd on

its product i.e., Prajavani.

1. Quality is more important than quantity. Price is not the main criteria for

newspapers. Coverage of news at the earliest should be emphasized.

2. The articles may focus on all spheres of human activities especially

pertaining to students/youth. Instead of covering modern undesirable show

things. Vital issues in depth to be covered in inner pages while assigning

present relevant news items on the covers.

3. Reporters should continue to use their expertise in investigative journalism

more & more so as to expose the current individual and there by help the

society.

4. The Printers (Mysore) Pvt. Ltd should continue and concentrate to set high

benchmark for the competitors in areas such as local news, state news,

national news, international news , job market, women, real estate and

students column, etc.,.

5. As most of the respondents want news papers at 6.00 a.m. to 7.00 a.m. It has

been recommended to deliver the paper at readers request time.

6. It has been recommended to improve the agents’ relationship with the

organization.

7. Give eminence to cartoon, youth related and science and technology.


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_____________________________________________________________________8. During the survey, it was found that almost all of the respondents are very

much aware of the Kannada daily Prajavani published by The Printers

(Mysore) Pvt. Ltd Group. But they are all not the daily readers of the

Prajavani. The group should see that even the Prajavani should stand on par

with the other Kannada major daily’s and still better.

9. Though The Printers (Mysore) Pvt. Ltd Group has excellent coverage in

news it is not properly making attempt to improve its circulation, it is

because of its poor promotional activity. So, researcher suggests that regular

reinforcement of advertisement in TV channels at prime time will enhance

the circulation.

10. More information regarding Education is required.

11. Climate details of Hubli City to be published in newspaper.

12. It is found from the survey that the number of pages (coloured and

uncoloured) in a newspaper and its price is not an important criterion for

selecting a newspaper. Therefore reduction in number of supplements with

reduction in price is recommended.

13. The level of language used in publishing Prajavani is very high for a

common man to understand in Hubli Dharwad cities. It was found that most

respondent’s opinion regarding the language of Prajavani was not

understandable. Therefore it is recommended that modification in the level of

language is needed so as to make it more understandable.

14. It is found from the survey that majority of the respondents are unaware of

the METRO supplement published by Prajavani. Therefore it is


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_____________________________________________________________________recommended that more stronger and effectual promotional activities for

METRO is needed.

15. As circulation plays a vital role in getting ads, it is suggested to improve

circulation. Presently Prajavani has been placed in medium position in terms

circulation/reach. As it is difficult to improve circulation in short-run, it is

suggested that Hubli edition has to have strategies for medium term and long

term periods. If the Hubli edition gets improved in terms of circulation/reach,

selling of space may not be a problem.

16. It is suggested to apply relationship marketing and maintain Customer

Relationship Management (CRM) consistently and continuously.

17. Service quality plays an important role in bringing up any business. This is

true in case of newsprint industry also. It is recommended that the

“Relationship Marketing” and “Customer Relationship Management”

concepts may effectively be followed to have still better service quality to

the subscribers, readers, advertisers and to the general public.

18. When respondents were asked to give suggestions for improvement of

Prajavani; the respondents have identified the following areas for

improvement:-

Coverage of all types of news.

True and factual news.

Modification in language.

Circulation/reach.

Improvement in service quality.

Relevant statistics with respect to circulation.


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Less of advertisements.

Publishing of case laws to make the general public aware of the laws.

More information on women, children, youths, science and technology.

Personality development information.

Share Details.


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_____________________________________________________________________

Conclusion



current events.

A changing society reflects itself in changing newspaper tastes. Many people

no longer have the time to read long, detailed articles and editorials. They have come

to rely on short new capsules, illustrations, charts and other graphics to provide news

at glance.

Based on these brief sketches, I have given the following conclusion for this

study.

“The Printers (Mysore) Pvt. Ltd” Group is an independent group, publishing

newspapers & periodicals from many Centers, which also includes Hubli-Dharwad

district. “The Printers (Mysore) Pvt. Ltd” group is successful in capturing the reader’s

attention; the same can be seen in the present study.

The executives, employees in different areas of this newspaper are highly

experienced & are goal oriented in journalism field, which has been made evident

through the success of the English daily “Deccan Herald”.


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_____________________________________________________________________A project work that has been under taken in “The Printers (Mysore) Pvt. Ltd”,

for 60 days helped a lot in knowing the department wise functioning of “The Printers

(Mysore) Pvt. Ltd”. With all its strengths, it is aiming towards meeting the reader’s

expectations, & moving towards becoming the market leader of the newspaper

industry in the years to come. It is very well positioned to take advantage of the

emerging opportunities.

During my survey on “An Empirical Study On Customer Perception Towards

Prajavani And Its Impact On The Sales Of Prajavani” majority of the respondents are

of the opinion that the paper claims almost all the Qualities of ideal Kannada daily

newspaper of the same times it has to improve in its quality of language &

circulation/reach.

During my exposure & learning, I found all the employees & executives to be

very friendly & co-operative & they gave me the maximum support & guidance to

pursue the objectives of my study.


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_____________________________________________________________________

Chapter IV

Questionnaire

Dear Sir/Madam,

Name: _________________________________________________________

1. Address & Phone No:_____________________________________________

_________________________________________________________

2. Age:

Below 16____ 16 – 25____ 26 – 35____

36 - 45____ 46 & Above____

3. Gender: Male ____ Female____

4. Marital Status: Single ____ Married____

5. Educational Qualifications:

Below SSLC ____ SSLC – PUC ____ Graduate ____

P.G ____ If others, Please specify _____________

6. Occupation:

Government employee ____ Business Man ____

Academician ____ Student ____

Housewife ____ Professional ____

Private sector employee ____

If Other, please specify ____________________________


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_____________________________________________________________________7. Monthly Income:

Less than 3,000 ____ 3,000 – 10,000 ____

10,001 – 15,000 ____ Above 15,000 ____

8. Number of members in family

One____ 2 – 4____ 5 – 7____ Above 7____

9. Please specify the convenient time as expected by you for delivering of

newspaper at your house: Between;

5.00 am – 6.00 am ____ 6.00 am – 6.30 am ____

6.30 am – 7.00 am ____ 7.00 am – 7.30 am ____

10. Which newspaper do you subscribe in your house? ______________________

11. Since how long have you been subscribing for newspaper?

Less than 6 months ____ 6 months – 1 year ____

1 year – 5 years ____ 5 years and above ____

12. Among Kannada daily newspapers, which one would you like to subscribe

for? Please rank on a scale of 1 – 5. (1- highest preference, 5- lowest

preference)

NEWSPAPER RANKSamyukta KarnatakaPrajavani Vijay Karnataka

UdayavaniKannada Prabha

13. Do you subscribe for any other language newspaper?

Yes ____ No ____

If yes, please specify the name ________________________________

14. For the following criteria, please indicate your ranking on a scale of 1 – 5, for

selecting a newspaper. (1- highest preference, 5- lowest preference)

Particulars Rank

Number of pagesPriceQuality of PrintingQuality of news itemQuality of paper usedQuality of articlesLanguage


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_____________________________________________________________________Coverage and reachLocal newsAdvertisementsDifferent kinds of supplementsDelivery timeNumber of color pages

15. Are you satisfied with the price structure of Kannada daily newspapers?

Yes ____ No ____

16. Are you satisfied with the information published in Kannada daily

supplements?

Yes ____ No ____

If No, then please furnish your requirements on the following supplements

Supplements Very Much Necessary

Necessary Not Necessary

Entertainment WomenJob MarketChildren ( Below 15 Yrs)Youth (15-22 yrs)Fashion & Life styleShopping MatrimonialReal Estate / Auto SalesEducation News HoroscopeHealth CareScience & TechnologySocietal Concern articles

17. Do you like to shift to other newspaper?

a. Yes b. No

18. If yes, to which newspaper and why? ______________________________if

no, why not? ____________________________________________________

19. Are you aware of Prajavani newspaper?

Yes ___ No ____

If yes, since when

Less than 6 months ____ 6 months – 1 year ____

1 year – 5 years ____ 5 years and above ____


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_____________________________________________________________________

20. Please specify your opinion about Prajavani if you subscribe in the scale given

below:

Particulars Excellent Good Average Poor Very PoorLanguagePrint qualityLocal newsRegional NewsState NewsNational NewsInternational NewsSports NewsBusiness News Youth related EditorialMedia & Advertisement Reach & Circulation Science & TechnologyCartoons

21. Please rank the following parameters, which you feel are very essential to be

published in Kannada daily newspapers:

Particulars Very Much Necessary

Necessary Not Necessary

General News Regional newsState newsInternational newsBusiness NewsSports News Science NewsEditorial Art & culture NewsFilm NewsAdvertisementsTendersNational newsPolitical newsEducational & Management Articles


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_____________________________________________________________________22. Are you aware of the supplement “Metro” published by one of the daily

Kannada newspapers?

Yes ____ No ____

23. If yes, are you satisfied with the information published in “Metro”?

Yes ____ No ____

If no, please mention your requirements ________________________

_________________________________________________________

_________________________________________________________

_________________________________________________________

24. Please give your opinions to improve the quality of Kannada daily

newspapers:

_______________________________________________________________

_______________________________________________________________

_______________________________________________________________

_______________________________________________________________

THANKYOU FOR YOUR COOPERATION


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News & Politics

A project on customer perception towards prajavani and its impact on the sales of prajavani