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ACKNOWLEDGEMENT
We would l i ke to thank our Facul ty Ms. J ina l Par ikh for the
valuable advice and support she has given us in making this
pro jec t . Th i s pro jec t repor t cou ld not have been prepared
without her help and encouragement.
We would a lso l ike to thank Amrut Mody School of Management fo r g iv ing us the oppor tun i ty o f car ry ing out
t hi s p ro je ct o n LA NG UA GE S PRE FF ER ED I N C HO OS IN G
NEWSPAPER.
LANGUAGE PREFERED INCHOOSING NEWSPAPER
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TABLE OF CONTENT
No. Title Page No.
Executive Summary 3
1. Introduction
-Indian Newspaper Industry
-Media advertising industry
-Project description
-Objective
4
2. Review of Literature
-Buying Behavior
-Buyers Decision Process
4
3. Research Methodology 6
4. Observations & Analysis 7
5. Conclusion 19
6. Bibliography 19
7. Appendices (Questionnaire) 15
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EXECUTIVE SUMMARY
Newspapers have become an important part in daily routine of the people.People subscribe different newspapers in various languages depending
upon the content, occupation and education. The research aimed to find
out the most preferred languages by the people in Ahmedabad while
subscribing a newspaper.
The research was initiated by collection of secondary data. This secondary
data constitutes of population of the city and available newspapers in the
city with varied languages. For collecting primary data online
questionnaires were used as the research instrument. Multiple choice
questions were used as a questionnaire type.
The method of convenient sampling and area sampling was used as
sample design . The research design was exploratory as it emphasizes on
the discovery of ideas and insights.
The data gathered from this survey was further analysed and represented
in graphical form. For analysis purpose hypothesis using chi-square test
was done.
Our analysis showed English as the most preferred language in newspaperamong the youth of ahmedabad.
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OBJECTIVE OF STUDY
The objective behind the research is to find out the most preferred language
among Hindi, English and Gujarati while purchasing a newspaper in Ahmadabad.
LITERATURE REVIEW
THE INDIAN NEWSPAPER INDUSTRYNewspaper publication in the country began in Calcutta in the 1780s and
by 1800 there were several dozen newspaper in English, with the
numbers increasing periodically. The Indian newspaper industry can be
primary segmented across three categories: English Hindi and vernacular
newspapers. There are approximately 1907, daily newspapers published
in India of which newspapers in the vernacular language comprise 49.0%
of total newspapers, followed by Hindi (42.1%) and English 8.9%. most of
the vernacular and Hindi newspapers have a regional focus. Historically
the English newspaper industry in India has been fragmented with each
newspaper having a regional focus such as the Deccan Chronicle in
Hyderabad, Hindustan times at Delhi. The Times of India in Mumbai, Hindiin Chennai, Telegraph and statesman in Kolkata, Deccan Herald in
Banglore, Gujrat Samachar in Ahemdabad. In recent times, however the
larger English language newspapers have been expanding their
geographical reach, and the English language segment in moving towards
consolidation. According to IRS 2005 Round 1,five of the top ten
newspapers by readership are Hindi, four are Vernacular and one in
English.
Readership and Circulation Drivers
The following are drivers of readership and circulation
Quality of content: This cover the width and depth of coverage and the
belief of the reader in the independence and integrity of reporting and
analysis.
Quality of product: This cover the design layout and quality of newsprints
and printing.
Level of advertising, particularly classified tenders and local advertising.
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Pricing and incentives: circulation can be influenced by the price of a
newspaper and incentive and promotional campaigns including
corporation brand building.
Relationship with distribution network and Literacy levels.
Approach to problem
The problem was approached using the quantitative methods. Hypotheses
were laid down to check whether there is any relation between the
parameters.
From the interpretation of the questionnaire, we could find 3 hypotheses
relating the language with the occupation, education level and the
content of the newspaper.
Research methodology
The research design used here is exploratory type of design.
The information needed were:
Population size
Available newspapers across the city
Population of the area which needs to be surveyed.
The information was collected from the secondary data which was
available such as the population size of the research, the number ofnewspapers that are available in the city.
Further the information is compiled using the primary data, which were
obtained from the questionnaire (research instrument).
Sample design:
convenience sampling- as it is based on the ease of access.
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Area sampling- as it is divided into geographical clusters and number of
smaller areas are randomly selected.
Research instrument:The research instrument used here is questionnaire (online).
OBSERVATION & ANALYSIS
HYPOTHESIS AND CHI-SQUAE TEST
LANGUAGE AND OCCUPATION
H0= Language preferred while purchasing a newspaper is related to the
occupation.
H1=Language preferred while purchasing a newspaper is not related to
the occupation.
OCCUPATION LANGUA
GE
ENGLI
SH
HINDI GUJARAT
I
OTHE
RS
TOTAL
BUSINESS 24 23 16 29 92 25.009
71
STUDENT 34 24 28 26 112 30.446
6
SALARIED 28 31 18 12 89 24.194
17
HOMEMAKER 26 28 44 21 119 32.349
51
TOTAL 112 106 106 88 412
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occupatio
n
Language
English Hindi gujarati others tot
al
business 25.009708
74
23.669
9
23.669
9
19.650
49
92
student 30.446601
94
28.815
53
28.815
53
23.922
33
112
salaried 24.194174
76
22.898
06
22.898
06
19.009
71
89
homema
ker
32.349514
56
30.616
5
30.616
5
25.417
48
119
total 112 106 106 88 412
Chi-square value = 0.004976
Critical value of chi-square as per table (degree of freedom = 9,99%
significance level 2.088 )
The result, thus, supports the hypothesis
LANGUAGE AND EDUCATIONH0= Language preferred while purchasing a newspaper is related to
the education.
H1=Language preferred while purchasing a newspaper is not related
to the education.
education Language
English hindi gujarat
i
others Tot
al
Wefind
thatcalculatedvalueislessthanthetableva
lueandassuchcouldha
vearisenduetofluctua
tionsofsampling.
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undergradu
ate
33 21 48 29 131
post
graduate
47 27 22 38 134
profession 42 26 21 12 101
Total 122 74 91 79 366
education Language
English hindi gujarat
i
others Tot
al
undergraduate
43.66667
26.48634
32.57104
28.27596
131
post
graduate
44.666
67
27.092
9
33.316
94
28.923
5
134
profession 33.666
67
20.420
77
25.112
02
21.800
55
101
Total 122 74 91 79 366
Chi-test value=0.000176
Critical value of chi-square as per table(degree of freedom =
6,99% significance level=0.872
We find that calculated value is less than the table value and assuch could have arisen due to fluctuations of sampling.The result, thus, supports the hypothesis
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LANGUAGE AND CONTENT
H0= Language preferred while purchasing a newspaper is related
to the content.
H1=Language preferred while purchasing a newspaper is not related to
the content.
content langua
ge
English hindi gujara
ti
others total
international news 36 23 38 12 109
national news 33 40 26 12 111
local news 21 26 13 21 81
games and
entertainement
23 25 24 25 97
sports 28 31 20 27 106
bussiness 22 36 31 12 101
total 163 181 152 109 605
content language Total
English hindi gujarat
i
others
international news 36 23 38 12 109
national news 33 40 26 12 111
local news 21 26 13 21 81
games and
entertainment
23 25 24 25 97
sports 28 31 20 27 106
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business 22 36 31 12 101
Total 163 181 152 109 605
content language Total
English hindi gujarat
i
others
international news 29.366
94
32.609
92
27.385
12
19.638
02
109
national news 29.905
79
33.208
26
27.887
6
19.998
35
111
local news 21.823
14
24.233
06
20.350
41
14.593
39
81
games and
entertainment
26.133
88
29.019
83
24.370
25
17.476
03
97
sports 28.558
68
31.712
4
26.631
4
19.097
52
106
business 27.211
57
30.216
53
25.375
21
18.196
69
101
Total 163 181 152 109 605
Chi-square test value=0.001415
Critical value of chi-square as per table (degree of freedom = 15,99%
significance level=4.229
we find that calculated value is less than the table value and as such could have
arisen due to fluctuations of sampling.The result, thus, supports the hypothesis.
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GRAPHICAL REPRESENTATION
1.How many newspapers are subscribed in ahousehold?
No. of newspapers
no. Of respondents % response
1 8 16
2 38 76
3 5 10
The above graph shows the number of newspaper subscribed by a household. It
can be seen that 16 percent of respondents subscribe a single newspaper, 76
percent subscribe two newspapers while only 10 percent have subscribed for
three or more newspapers.thus most of the respondents subscribe two
newspapers.
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2.Which language is mostpreffered?
english45 90
gujarati 34 68
hindi
others
From the above graph it can be observed that the most preferred language
among the respondents was English followed by Gujarati and it can also be seen
that there were no users of Hindi and other languages newspaper.
3.which is the prime consideration whilepurchasing a newspapaer?price 8 16
language 19 38
content 41 82
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The above graph depicts that while subscribing a newspaper people give
importance to the content of the newspaper above the language and price
respectively.
4.which section is preferred the mostin a newspaper?classifieds 11 22
sports 30 60
business 33 66
entertainemnet 28 56
From the above graph it can be depicted that 66 % of the respondents
preferred business news, while 60% of them preferred sports category in the
newspaper, followed by 56 % entertainment and 22 %classifieds.
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5. HOW OCCUPATION AFFECTS THE CHOICE OF NEWSPAPER?
occupatio
n
languag
e
english
hindi gujarati
others
business 24 23 16 29 92
student 34 24 28 26 112
salaried 28 31 18 12 89
homemak
er
26 28 44 21 119
112 106 106 88 412
Occupation wise classification
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Pilot study
Questionnaire
1. PERSONAL INFORMATION
Name:
Address:
City/Town:
Email
Address:
Phone
Number:
2. AGE
15-25
26-40
41-60
ABOVE 60
3. OCCUPATION
Cancel Copy 4. SIZE OF FAMILY
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Cancel Copy 5. HOW MANY DIFFERENT NEWSPAPERS
HAVE YOU SUBSCRIBED TO IN YOUR HOUSEHOLD?
ONE TWO THREE OR MORE
Cancel Copy
6. WHICH LANGUAGE YOU PREFER WHILE READING A
NEWSPAPER?
ENGLISH
GUJARATI
HINDI
OTHER
Cancel Copy
7. WHICH NEWSPAPER DO YOU READ DAILY?
8. DO YOU SUBSCRIBE ANY MAGAZINE APART FROM THE NEWSPAPER?
IF YES WHICH
Cancel Copy
After preparing the above questionnaire we realize that there are certain
extraneous factors that affect the purchasing behaviour that are the prime
consideration and preference towards the particular newspaper.
Questionnaire
1. PERSONAL INFORMATION
Name:
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Address:
City/Town:
Email
Address:
Phone
Number:
2. AGE
15-25
26-40
41-60
ABOVE 60
3. OCCUPATION
Cancel Copy 4. SIZE OF FAMILY
Cancel Copy 5. HOW MANY DIFFERENT NEWSPAPERS
HAVE YOU SUBSCRIBED TO IN YOUR HOUSEHOLD?
ONE TWO THREE OR MORE
Cancel Copy
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6. WHICH LANGUAGE YOU PREFER WHILE READING A
NEWSPAPER?
ENGLISH
GUJARATI
HINDI
OTHER
Cancel Copy
7. WHICH NEWSPAPER DO YOU READ DAILY?
8. DO YOU SUBSCRIBE ANY MAGAZINE APART FROM THE NEWSPAPER?
IF YES WHICH
Cancel Copy
9. WHAT IS THE PRIME CONSIDERATION WHILE
PURCHASING A NEWSPAPER?
PRICE LANGUAGE CONTENT
10. WHICH SECTION/SECTIONS DO YOU PREFER THE MOST IN A
NEWSPAPER?
CLASSIFIEDS
SPORTS
BUSINESS
ENTERTAINMENT
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CONCLUSION
There has been many factors that have affected the subscription ofnewspapers by people.
Extraneous factors like occupation, education level and content of
newspapers play an important role.
Analysis the three factors in occupation ie business, service , households
and salaries it can be said that business and service class people prefer
English while among households and salaried people there is a
combination of hindi , gujarati and English languages .
Education level and content also affect the choice of people regarding
newspapers .
Thus our analysis shows English as the most preferred language among
youth in Ahmedabad while subscribing a newspaper.
BIBLIOGRAPHY
www.wikipedia.in Research methodology (methods and techniques)- C.R.KOTHARI
http://www.wikipedia.in/http://www.wikipedia.in/
