hindustan times
TRANSCRIPT
PROJECT REPORT ON:“Study of Readership Profile for Print Media in
Patna with special referenceto Hindustan Media Ventures Ltd.”
Under the guidance of: - Submitted by: Mrs. Shazia Rahman Rachita(Faculty Member) Roll No. – 17
ASPASM – IIIrdyearSession 2012-15
Department of Advertising, Sales Promotion and Sales Management
PATNA WOMEN’S COLLEGEPATNA UNIVERSITY
NAAC Re-accredited ‘A’ grade with CGPA- 3.51/4 (CPE) status accorded by UGC
Bailey Road, Patna- 800001.
Department of Advertising, Sales Promotion and Sales Management
PATNA WOMEN’S COLLEGEPATNA UNIVERSITY
NAAC Re-accredited ‘A’ grade with CGPA- 3.51/4 (CPE) status accorded by UGC
Bailey Road, Patna- 800001.
GUIDE’S CERTIFICATEDate :
To Whom It May Concern
This is to certify that this project compilation titled “Study of Readership
Profile for Print Media in Patna with special reference to Hindustan Media
Venture Ltd.” has been compiled and prepared by Miss Rachita, ASPASM
IIIrdYear, Roll no. 17, and Session– 2012-15 under my supervision.
Mrs. NusrathSohail Mrs. ShaziaRahman(Coordinator) (Faculty Member)
ACKNOWLEDGEMENTS
I find myself bound to prepare my sincere thanks to almighty God
for giving me strength for completing this project.
At the outsets I express my gratitude to my parents without whose
blessing and care I would not have reach here.
My sincere thanks to our principal Sister Marie Jessie A.C as she
is always been a source of inspiration.
I also intend my gratitude to our co-coordinatorMrs. Nusrath
Sohail, and our faculty guide Mrs. Shazia Rahman for helping
out in every step whenever it was in need. Finally I would like to
thanks all my friends without whose support and co-operation it
would not been possible to complete this project work.
Date:
Place: Rachita
PREFACE OF THE STUDY
This project report is related to “A Study of Readership Profile
for Print Media in Patna with Special Reference to Hindustan
Media Venture Ltd.” The study is carried out in order to aware
about the newspaper reading habit of Patnaites.
The study is an enquiry to the preference of the newspaper
amongst the readership group in Patna. We would be developing
an understanding regarding the underline currents that shape up
the preference regarding the project.
In order to carry out this project report and compile it we have
selected 100 respondents out of thousands though simple random
sampling. Thus our project report revolves around the reader’s
group in Patna and their preference level with regard to print
media.
CONTENTSSl. No. Particulars Page No.
Chap. 1
Introduction of the Study
Rationale
Objective
Hypotheses
Chap. 2 Organizational Profile
Chap. 3 Theoretical Perspective
Chap. 4
Methodology
Research Design
Sources of Data
Tool of Data Collection
Sampling
Chap. 5 Analysis and Interpretation
Chap. 6 Findings
Chap. 7 Suggestions
Chap. 8 Limitations
Chap. 9 Conclusions
Annexure
CHAPTER – 1
INTRODUCTION OF THE STUDY
Rationale Objective Hypotheses
INTRODUCTION OF THE STUDY
The project is made on the topic “Study of Readership Profile for Print Media in
Patna with Special Reference to Hindustan Media Venture Limited”. The report
compiles of the rationale behind the study, objective, hypothesis, scope and
limitations of the study. Data are analyses and interpreted and findings are done
on the basis of these data analyses and interpretations.
RATIONALE
The project report on the topic “Study of Readership Profile for print media in
Patna with special reference to Hindustan Media Venture Limited” has some
rationale behind its compilation.
To measure the preference level of Print Media with Special Regard to
News Paper among the Readership Profile in Patna.
To analyze the time preferred by the reader’s group to access Print
Media.
To find out the perception of different people about the news paper they
use.
To measure the various purpose of respondents reading News Paper.
To measure the frequency of reader of print media.
OBJECTIVES
Every project compilation has certain objectives behind it. In the same way
there are certain objectives involved in the compilation of this project report.
Some of the objectives are as follows:
1. To get the practical exposure and knowledge on the basis of the
theoretical knowledge and information.
2. To have the knowledge about the preference level among the people of
Patna with regard the news paper.
3. To have the knowledge about popularity of the different newspapers in
Patna.
4. To find out the reason behind the preference of particular news paper.
5. To know about the preferred language of readers reading newspaper.
HYPOTHESES
The research conducted is based on certain assumptions which have been tasted
on the people of different age profile, different readers and profession in Patna.
The concept of the hypothesis relate to a statement concerning the basic belief
or a set of assumption upon which the project work is based.
1. People prefer print media over rather electronic media for the purpose of
getting latest updates.
2. The News Paper is the most effective media for covering the local
market.
3. The impact of advertising in news paper is less as against the T.V.
4. News paper is cost effective media to deliver the information to the
people.
5. Hindustan is the Hindi leading news paper in Patna.
6. People of Patna like to read Hindi news paper.
7. Most of the reader likes to read news paper in the morning.
Chapter – 2Organizational Profile
ORGANIZATIONAL PROFILE “HINDUSTAN”
The company was incorporated on July 9, 1918 under the Indian Companies
Act, 1913 as a public limited company under the name ‘The Behar Journals
Limited’ and received the certificate of commencement of business of January
14, 1919. On November 17, 1987 the name of the Company was changed to
‘Searchlight Publishing House Limited’ to reflect to make the name of the
Company more in consonance with its publication, ‘Searchlight’. Subsequently,
the name of Company was changed to its present name ‘Hindustan Media
Ventures ltd.’ To reflect the expanded business activities intended to be
undertaken by the Company and to be in consonance with the prevailing
industry trends and a fresh certificate of incorporation to this effect was issued
on November 11, 2008.
HINDUSTAN TIMES
A Hindustan Times is owned by the K.K. Birla Branch of Birla family.
Hindustan Times is an Indian English Language daily news paper founded in
1924 by Master Sunder. HT Media Ltd. TheK.K. Birla Group at present own
69% stake in HT Media currently value at Rs. 834 crore.
COLUMNISTS OF HINDUSTAN TIMES
Karan Thapar: Currently the President of Infotainment Television and, one of
the India’s noted T.V. comments and interviewers. Karan Thapar writes weekly
column Sunday Sentiments.
BarkhaDutt: Journalist and NDTV group editor writes a fort nightly column.
SUPPLEMENT OF HINDUSTAN
Remix: Hindustan’s Daily infotainment supplement that give both
entertainment news and information. i.e. news that can be used by the
readers.
NayiDishayen: A weekly supplement focused on education, new
institutes, and motivational tips.
CORPORATE PHILOSOPHIES
To deliver the quality despite all adds.
Deliver the result on time.
To employ the consultants and effective instruments transfer of
technology.
Chapter – 3
Theoretical Perspectives
THEORETICAL PERSPECTIVES
CONSUMERConsumer is a person or group of person who are the final user of product an
services generated within a social system. A consumer may be a person or
group, such as households. The concept of a consumer may vary significantly
by context, although a common definition is:
“An individual who buys products or services for personal use and not for
manufacture or resale”.
The consumer is the one who pays to consume the goods and services produced.
As such, consumers play a vital role in the economic system of a nation. In the
absence of effective consumer demand, producers would lack one of the key
motivations to produce: to sell to consumers.
Consumer group mould their lives in a way they like. Now the question arises
what are their preference level with regard to the print media with special
reference to Hindustan. Thus our project report reveals the above issue of their
performance level.
PREFERENCEPreference refers to the choice or to prefer something over other. In this project
report the word preference is used to gain knowledge about the preference of
print media with special reference to Hindustan among the people of Patna.
Preference level varies from individual to individual. In the same way the
preference level varies from respondents to respondents.
NEWSPAPER Perhaps the oldest, powerful and the most popular media available is News
Paper. It can communicate the information to a large no. of people and is also
able to reach the most interior part of the country.
Reading news papers has become the most common habit of people. It provides
a wide coverage of local and national markets. News papers are published in
different local and national languages. They can be divided into morning or
evening editions, Sunday news papers, hi-weekly, etc.
Chapter – 4
Methodology
Research Design Sources of Data Tool of Data Collection Sampling
METHODOLOGY
RESEARCH DESIGN
The study has been conducted on the basis of primary and secondary data
methods. The method used was both explanatory and descriptive in nature.
Exploratory is the term that means we took the help of experts and company
executives of respective company to make the topic clearer.
Descriptive is the means that we conduct surveys and sued both primary and
secondary data sources.
SOURCES OF DATA
Data required can be made available from various sources they can be classified
into two groups.
a) Primary Source: Primary data was collected from the customers in Patna
observation method was also used to some extent.
b) Secondary Source: It includes already collected data whether published
or unpublished, such as official database, journals, magazines, websites,
etc.
TOOL OF DATA COLLECTION
Questionnaire was prepared in order to gather information. The questionnaire
consists of various questions like educational, occupational, income profile, etc.
Chapter – 5
Analysis and Interpretation
ANALYSIS AND INTERPRETATION
The concept of Data Analysis and Data Interpretations refers to that part of the
report study which facilitates the analyst to arrive at important conclusion and
findings. Similar attempt has been made in this study also.
During the course of research we came across many people in Patna who read
news paper in their daily life and find out their preference of news paper. The
questionnaire includes reading of the newspaper, subscription of the newspaper,
time preference of reading of the newspaper the purpose behind the subscription
of the newspaper.
The sample size was of 100 respondents, the entire data revealed through the
tabulation of the whole survey which further facilitates the analysis and
interpretation of the data collection.
EDUCATIONAL PROFILE
EDUCATIONAL
PROFILE
NO. OF
RESPONDENTS
PERCENTAGE
10th or Below 10 10%
10+2 or Below 20 27%
Graduation 47 47%
Post-Graduation 23 23%
Total 100 100%
Interpretation
Maximum number of people reading the newspaper are found out to be
graduates and the least are matriculates.
This data reveals that most of our respondents are highly educated.
10%
20%
47%
23%
10th or Below
10+2 or Below
Graduation
Post Graduation
OCCUPATIONAL PROFILEEMPLOYMENT NO. OF
RESPONDENTSPERCENTAGE
Public Sector 13 13%Private Sector 23 23%Self Employed 27 27%Retired 3 3%House Wife 14 14%Student 20 20%NRI 0 0%Total 100 100%
Interpretation
Maximum number of people who read the newspaper are self employed and the
least are the retired group of people.
13%
23%
27%3%
14%
20%
Public SectorPrivate Sector Self Employed Retired House WifeStudent NRI
INCOME PROFILE
INCOME PROFILE NO. OF
RESPONDENTS
PERCENTAGE
Less than 10,000 5 5%
11,000 – 30,000 25 25%
31,000 – 50,000 40 40%
51,000 and above 30 30%
Total 100 100%
Interpretation
Most of the people reading the newspaper lies under the income group between
31,000 - 50,000 and then comes the income group of people ranging 50,000 and
above.
5%25%
40%
30%
Less than 10,00011,000 – 30,00031,000 – 50,00051,000 and above
DO YOU READ NEWS PAPER
Options NO. OF
RESPONDENTS
PERCENTAGE
Yes 100 100%
No 0 0%
Total 100 100%
Interpretation
Maximum number of respondents say that they read the newspaper. We got the
positive response from every respondents nce for the questionnaire produced in
front of them.
100%
Yes No
TIME SPEND IN READING NEWSPAPER
OPTIONS NO. OF RESPONDENTS
PERCENTAGE
LESS THAN 15 MINS 10 10%
15 MIN - 30 MIN 24 24%
30 MIN – 45 MIN 36 36%
45 MIN – 1 HOUR 25 25%
MORE THAN 1 HOUR
5 5%
TOTAL 100 100%
Interpretation
A large group of people read the newspaper for 30 – 45 minutes.
10
24
36
255
Less than 15 min15 min - 30 min30 min - 45 min 45 min - 1 hourMore than 1 hour
PAGE OF NEWSPAPER PREFERRED MOST
OPTIONS NO. OF RESPONDENTS
PERCENTAGE
Headline news 33 33Sports 27 27
Business 20 20Editorial 0 0
Entertainment 15 15Politics 5 5TOTAL 100 100
Interpretation
Headline news is preferred the most as compared to other pages of the newspaper.
33
27
20
155
Headline newsSportsBusinessEditorialEntertainmentPolitics
PURPOSE OF READING NEWSPAPER
OPTIONS NO.OF RESPONDENTS
PERCENTAGE
Information 59 59Entertainment 23 23Other purpose 18 18
Total 100 100
Interpretation
A large group of respondents read newspaper for the purpose of getting information.
5923
18
InformationEntertainment Other purpose
LANGUAGE PREFERRED
OPTIONS NO. OF RESPONDENTS
PERCENTAGE
English 36 36
Hindi 64 64
Total 100 100
Interpretation
A fair number of respondents like to read Hindi Newspaper.
36
64
EnglishHindi
TIME PREFERRED THE MOST TO READ THE NEWSPAPER
OPTIONS NO. OF RESPONDENTS
PERCENTAGE
Morning 74 74
Midday 15 15
Evening 11 11
Total 100 100
Interpretation
A significant number of respondents prefer to read newspaper in morning.
74
15
11
MorningMidday Evening
IF RESPONDENTS EVER SUBSCRIBED HINDUSTAN
OPTIONS NO. OF RESPONDENTS
PERCENTAGE
Yes 72 72
No 28 28
Total 100 100
Interpretation
Large number of respondents has subscribed Hindustan Newspaper.
72
28
YesNo
QUALITY OF INFORMATION RENDER BY HINDUSTAN
OPTIONS NO. OF RESPONDENTS
PERCENTAGE
Excellent 13 13Very good 27 27
Good 23 23Satisfactory 9 9
Total 100 100
Interpretation
Most of the respondents are satisfied with the quality of information as they have rated Hindustan as very good.
13
27
23
9
ExcellentVery good Good Satisfactory
SATISFACTION LEVEL WITH PRESENT NEWSPAPER
OPTIONS NO. OF RESPONDENTS
PERCENTAGE
Yes 18 18No 10 10
Total 28 28
Interpretation
Most of the respondents are satisfied with the newspaper they are subscribed to.
18
10
YesNo
Chapter – 6
Findings of the Study
FINDINGS OF THE STUDY
The data analysis and interpretations helped us to take out the various findings.
Thus the finding of this project is the result of all the data collected analyzed
and interpreted. Following are various finding of the study.
1. All the respondents give their positive response on regarding a
newspaper.
2. Most of the respondents were subscribed to Hindustan followed by
Dainik Jagran.
3. Significant numbers of respondent have the habit of reading newspaper
on regular basis.
4. Most of the respondents were having been subscribing to their newspaper
from more than 3 years.
5. Most of the respondents use print media for purpose of information.
6. A significant no. of Respondentis having habit of reading newspaper in
morning.
7. Almost 72% of our respondents have subscribed to Hindustan at least
once.
8. 27% of respondents rate the quality of information of Hindustan to be
very good.
Chapter – 7
Suggestions
SUGGESTIONS
Newspaper is the most preferred medium of print media. It has wide range of
reach in market. It carries the information to large no. of people. It widely
covers local and national market. But as we know nothing is perfect, same is the
case with newspaper. In the process of compilation of this project we come
across some of the drawbacks and we would like to suggest some of the
recommendations.
1. Hindustan will need to improve the quality of reproduction by using more
colour to make their newspaper look more attractive.
2. Hindustan will need to improve its circulation of the newspaper. So, that
it can reach everywhere and to everyone.
3. Hindustan will need to use the best quality of paper for publishing news.
4. More quiz and games should be added and informative news needs to be
increased. So, that it can help its customer by providing latest and current
information’s.
Chapter – 8
Limitations
LIMITATIONS
Every project compilations have certain degree of limitations. In the process of
surveying the respondents for their feedback we also confronted some
limitations that obstructed our research work to some extent but it also enable us
to cite their solutions respectively. Some of the limitation factors are as follows:
1. The first and foremost limitation that obstructed our survey was there was
time constrain regarding the conduction of a study of this nature therefore
a sample of 100 could be considered.
2. Some of the respondents were not comfortable enough in providing their
personal information like their address, contract no., income profile etc.
3. Some of them didn’t find it worth beneficial for them to provide us with
the information.
4. Research was conducted only in segments of Patna, if the research would
have been conducted in more areas, the findings might be different.
5. Some of the people are not able to give us information because of the
office timing as they were busy with their respective works.
Chapter – 9
Conclusion
CONCLUSION
It has not been easy to way out to collect, analyzed and interpret the data’s
gathered from the respondents. But over all, this entire project had been very
interesting. It gave out a good experience and a great opportunity to known
many things.
Practical Exposure is one of the most important benefits delivered from the
project. Lots of knowledge and experience is gained while preparing this
project. The main aim of the print media is to put latest information’s before
customers. It gave out the opportunity to interact with different people and get
in their insight of their lifestyle.
This survey helps us to know about the reading habit and preference level of
print media among the people of Patna. This report has been accomplished by
fulfilling the requirement of the professional course.
QUESTIONNAIRE
(A study of Readership Profile fro Print Media in Patna with Special Reference
to Hindustan)
Name : ____________________________________________
Address : ____________________________________________
Age : ____________________________________________
Gender : Male Female
1. Educational Profile :
a) 10th or below
b) 10+2 or below
c) Graduate
d) Post Graduate
e) Doctorate
2. Occupational Profile :
a) Public Sector
b) Private Sector
c) Self Employed
d) Retired
e) House Wife
f) Student
g) NRI
3. Income Profile
a) Less than Rs. 10,000/ month
b) 11,000 – 30,000
c) 31,000 – 50,000
d) 51,000 and above
4. Do you read Newspaper?
a) Yes
b) No
5. If yes, which news paper you subscribe to?
a) DainikJagran
b) Hindustan
c) Sahara
d) Hindustan Times
e) Times of India
f) Any Other
6. What is the frequency of reader
a) Daily
b) Weekly
c) On alternate days
d) Occasionally
7. Since how long you have been subscribe to this news paper?
a) Less than 1 year
b) 1 year – 2 year
c) 2 year – 3 year
d) More than 3 year
8. What length of time do you normally devote in reading newspaper?
a) Less than 15 min.
b) 15 min. – 30 min.
c) 30 min. – 45 min.
d) 45 min. – 1 hr.
e) More than 1 hr.
9. Which page of newspaper you prefer the most?
a) Headline News
b) Sports
c) Business
d) Editorial
e) Entertainment
f) Politics
10.For what purpose do you read newspaper
a) Information’s
b) Entertainment
c) Other purpose
11.Language Preferred
a) English
b) Hindi
12. Which time you prefer to read newspaper?
a) Morning
b) Midday
c) Evening
13.Have you ever read and subscribe to Hindustan?
a) Yes
b) No
If no, why?
________________________________________________________________
____________________________________________________________
If yes, please rate its quality of information
a) Excellent
b) Very good
c) Good
d) Satisfactory
14.Are you satisfied with your present newspaper?
a) Yes
b) No
15.If not, would you be interested in subscribing ‘Hindustan’
a) Yes
b) No
If yes, why?
________________________________________________________________
_____________________________________________________________
If no, why?
________________________________________________________________
_____________________________________________________________
Thanking you Signature
BIBLIOGRAPHY
1. Kazmi & Batra, S.H.H & Satish K., Advertising Sales Promotion,
Excel Books, Anurag Jain Publishing Co., 2007
WEBLIOGRAPHY www.wikipedia.com as on 7th September 2013 at 6.30 pm
www.hmvl.in as on 9th September 2013 at 3.40 pm