A RESEARCH PAPER

ON

PERCEPTUAL MAPPING OF DIVYA BHASKAR VIS-À-VIS OTHER LEADING VERNACULAR

DAILIES

ABSTRACT

Divya Bhaskar, a name that was alien to the Amdavadi readers 8 years back, has come a long way from its

launch on June 23, 2003 to today where it has become not only a household name but also a habit and caters to

around 11.59 lac readers across Ahmedabad1. The last time such a huge new player happened in the market of

Ahmedabad was 70 years ago, which went ahead to pull down the then leader Sandesh and become the

undisputed leader, Gujarat Samachar. The Bhopal-based Bhaskar Group identified Ahmedabad as the city with

highest potential and conducted a pre-launch survey across 12,00,000 households with a team of 1050

surveyors, 64 supervisors, 16 zonal managers and 4 divisional managers in a time span of 40 days. Within 15

months, it entered two more cities of Gujarat: Surat and Vadodara. To counter Bhaskar group's threat, the

leading Gujarati newspapers came up with color pages, price reductions and several high-value customer offers.

However, by 2009, Divya Bhaskar became the largest circulated Gujarati daily with 11.5 copies, thus giving

strong competition to the leading vernacular dailies - Gujarat Samachar and Sandesh.

The present paper is aimed at mapping the perceptions of Divya Bhaskar vis-à-vis other leading vernacular

dailies in Ahmedabad. This paper is aimed at studying the available facts regarding readership and circulation

of Divya Bhaskar vis-a-vis other leading vernacular dailies, namely, Gujarat Samachar and Sandesh, a brief

study with the English dailies and comparing the facts with the Perceptions and Emotional connect of the

readers. Moreover, it also attempts to explore the experiences of the advertisers across various segments like

Automobiles, Education, Electronics, Healthcare, Lifestyle, Real Estate and so on, so as to check the

connectivity of the advertisers with the readers/ consumers.

With all this secondary and primary data gathered, the paper intends to draw inferences about brand

associations and perceptual belonging of Divya Bhaskar with its readers and non-readers as compared to its

competitors. Subsequently, we aim at discussing the strategic implications for Divya Bhaskar.

INTRODUCTION

It was in the year 2003 that the Bhopal based Dainik Bhaskar group identifies Ahmedabad as a high potential

market for the entry of a vernacular daily. But the entry was not abrupt rather it was a well planned strategic

research which pre-launch door-to-door twin-contact launch program, an Orbit shifting innovation in itself. The

research included surveys of 12, 00, 000 households, with a team of 1050 surveyors, 64 supervisors, 16 zonal

managers and 4 divisional managers. The surveyors were gathered largely through posters at colleges and word-

of-mouth publicity, instead of expensive print and TV advertisements from the local market of Ahmedabad so

that they could understand and communicate with the Amdavadi households better. The team was trained to

1Souce: IRS-2011 Q4

reach out to 8 lakh households in Ahmedabad and 4 lakh households in adjoining districts, in a time span of 40

days. The newspaper was launched in Ahmedabad on 23 June 2003, under the name Divya Bhaskar, as No. 1

with 452,000 copies (a world record). It was such a huge step in the competition of otherwise stable Gujarati

print media that the age old leaders Gujarat Samachar and Sandesh’s confidence dwindled. The leading

Gujarati newspapers came up with color pages, price reductions and several high-value customer offers. But did

this actually keep the readers attracted enough to forget their habit of Gujarat Samachar and Sandesh? It indeed

did. Divya Bhaskar is the leading newspaper in Ahmedabad today with a readership base of 11.59 lac readers.

But do the Advertisers trust this 9 year old baby and make space for Divya Bhaskar in their marketing budgets?

Or Gujarat Samachar is still perceived as the number one newspaper in the minds of readers and the advertisers?

This paper includes a study to gauge the perceptual mapping of the minds of a Gujarati Newspaper reader.

Along with the IRS reports, a Multi- dimensional scaling technique is used to conclude that Divya Bhaskar is

indeed a leader in the minds of readers. Though, Gujarat Samachar has also been able to face the competition

with an equal flair and even at the second position, it seems to enjoy the persona and power of a leader along

with Divya Bhaskar. As expected the numbers have decreased for Sandesh in all these years. But when it comes

to Advertisements, the market share is held strongly by Sandesh as well, showing a complete mismatch between

the reader’s choice and an advertiser’s choice. When it comes to marketing, no brand affords to skip print

media, but it is for these publications to see how effectively and efficiently have they carried out their brand

marketing. Lastly, the strategic implications of the results and consecutive recommendations have been

discussed for Divya Bhaskar.

LITERATURE REVIEW

Perceptual Mapping

Multi-dimensional scaling (MDS) or Perceptual mapping is a class of procedures for representing perceptions of

respondents spatially by means of a visual display. Perceived or psychological relationships among stimuli are

represented as geometric relationships among points in a multidimensional space. These geometric relationships

are called perceptual maps. The axes of the perceptual map are assumed to denote the psychological bases or

underlying dimensions respondents use to form perceptions and preferences for stimuli. The technique is used

in marketing to identify:

1. The number & nature of dimensions consumers use to perceive brands in market place.

2. The positioning of current brands on these dimensions.

3. The positioning of consumers’ ideal brand on these dimensions.

Information provided by MDS is used for a variety of marketing applications using image measurement, market

segmentation, new product development, assessing advertising effectiveness, pricing analysis, channel

decisions, attitude scale construction. However, the most common and useful application of MDS is in brand

positioning which is essentially concerned with mapping a consumer’s mind and placing all the competing

brands appropriate slots or ‘positions’ on it.

Dillon et al (1985) have used perceptual mapping to understand decisions that face consumer researchers as

they implement a perceptual product space analysis based on multi-attribute rating data. Bijmolt and Wedel

(1999) have shown the comparison of multidimensional methods for perceptual mapping and their applications

to marketing. Hauser and Koppel man (1979) have shown the use of factor analysis and discriminant analysis as

alternative methods to perceptual mapping and made a comparison between the two methods. Wong and Teas

(2002) have used multi-entity scaling(a multi-attribute measurement) procedure that obtains ratings of two or

more entities from a single respondent at the same time to examine experimentally the stability of perceptual

maps of retail stores based upon two types of multi-entity scaling data — data produced by attribute and entity-

based scaling procedure. Droge and Darmon (1987) have compared attribute versus similarity approaches for

finding out associative positioning through comparative advertising.

Current Position of Vernacular dailies- Divya Bhaskar, Gujarat Samachar and Sandesh

The Indian Print Industry, worth Rs. 16,000 cr., uses IRS, Indian Readership Survey findings as its bible to

decide why and where of print advertising. IRS is an independent and the only readership survey being

conducted by MRUC (Media Research Users Council), a non-profit body whose members are drawn from

major Advertisers, Advertising agencies, Publishers and Broadcast/ other media.

The members as board of governors of MRUC are from elite organizations like Tata Teleservices Ltd., Bennet

Coleman & Co. Ltd., Lintas Media Group, Viacom18 Media Pvt. Ltd., etc.

IRS provides a great insight into readership consumption and penetration patterns for all publications across the

nation, thus making it easier for the advertisers to pick up the right publication for advertising.

According to the IRS figures, Quarter 4, 2011; months of October, November and December; a major market

share has been grabbed by Divya Bhaskar with a readership of 11.59 lac readers. The closest competition is held

by Gujarat Samachar with the readership base of 9.01 lac readers, Divya Bhaskar leading the race by 22%.

Divya Bhaskar leads ahead of the oldest newspaper in town by 2.3 times the readership of Sandesh just a

meagre 4.93 lac readers.

RESEARCH METHODOLOGY

Research Objective

The basic objective of this research is to draw a perceptual map using attribute based perceptual

mapping regarding vernacular newspapers (Gujarati Language) in Ahmedabad; namely Divya Bhaskar,

Gujarat Samachar and Sandesh; and understand the various factors which readers give due importance

to while selecting a particular newspaper.

To find out the major advertisers across various sectors namely Automobiles, Education, Electronics,

Lifestyle and Real Estate and their preference of newspaper for advertisements

To check the connectivity of the Newspaper preference of advertisers with the Perceptions and

Emotional connect of the readers with the newspaper

To draw inferences about brand associations and perceptual belonging of Divya Bhaskar with its

readers and non-readers as compared to its competitors and subsequently discuss the strategic

implications for Divya Bhaskar.

Research design

Exploratory Research

An Exploratory Research Methodology has been utilized so as to understand the market of print media, level of

competition and the readership and circulation of the three considered newspapers in Ahmedabad. Secondary

data was researched from the Indian Readership Survey (IRS), Audit Bureau of Circulation (ABC) with the

latest data available of Q4 2011 (Months of October, November and December 2011). Personal interaction

session have been conducted of the Industry Experts- Senior Management of Divya Bhaskar, few of the age old

Advertising agencies for their oodles of experience pre and post the entry of Divya Bhaskar in the market that

was dominated by Gujarat Samachar and Sandesh.

Descriptive Research

A descriptive research though not particularly quantitative or qualitative, it utilizes both research methodologies

in its core elements brilliantly, within the same study. In accordance with the requirement of various close

ended and open ended questions for the readers, a questionnaire was prepared in order to judge the preferences

of the readers towards various attributes in a newspaper and their connect with Divya Bhaskar in particular. A

5-point Likert Scale has been utilized for various Attribute testing questions. Effort has been made to study the

preferences of readers across various age groups and profile, primarily because of the fact that a newspaper is a

habit for people across all categories and it encompasses news and product advertisement that caters consumers

across all the zones. Only those readers have been considered for perceptual mapping who read any vernacular

daily, Ahmedabad edition only.

Sources of information

Both primary and secondary data have been collected depending on the information needed. The target

population as well as the sampling unit comprises readers of vernacular (Gujarat) newspapers namely Divya

Bhaskar, Gujarat Samachar and Sandesh in Ahmedabad.

Sampling technique

The sampling technique used is non-probability, convenience sampling. The rationale behind using this

technique is the willingness and ability of the respondents to be a part of the survey.

Sample size

A total of 134 responses have been collected of which 103 responses including readers (77) and non-readers

(26) of vernacular (Gujarati) newspapers are complete and therefore have been used for analysis.

Limitations

The study is restricted to Ahmedabad region due to access available, readership of Gujarati newspaper and

willingness to share information on the part of newspaper readers.

Instrument used: Online questionnaire

Data Analysis

Appropriate statistical tools and software packages like Excel and SPSS have been used to conduct data

analysis. Attribute-based Perceptual Mapping has been used to evaluate the positioning newspapers.

DATA ANALYSIS AND INTERPRETATION

i) Readers

1. Readership of Gujarati Newspaper

2. Responses by Gujarati Newspaper read

3. Analysis of Top of Mind Gujarati Daily Newspapers in Ahmedabad

77. 75%

26. 25%

Readers

YES

NO

37. 48%

32.42%

8.10%

Responses by Gujarati Newspaper read

1 Divya Bhaskar

2 Gujarat Samachar

3 Sandesh

47, 46%

42, 41%

14, 13%

Top of Mind Recall

Divya Bhaskar

Gujarat Samachar

Sandesh

The graph shows that out of the responses received, Divya Bhaskar is the most recalled Gujarati newspaper

followed by Gujarat Samachar followed by Sandesh. Interestingly, no other Gujarati newspaper emerged to be

recalled by any of the respondents surveyed.

4. Importance attached to attributes of newspapers

Speed with which news is covered, credibility of the source, level at which the news(local, global, national) is

covered, innovation, quality, colour, price and extra supplements have been rated as more important compared

to any other attributes of newspapers. Surprisingly, brand name, font size, loyalty free gifts, advertisements,

word of mouth, events & promotions, number of pages and national presence have been rated as less important

over other attributes.

5. Ratings for Divya Bhaskar on various attributes by readers & non-readers

0%

20%

40%

60%

80%

100%

Cre

dib

ility

Spe

ed

Leve

l

Loya

lty

Bra

nd

nam

e

Qu

alit

y

Fon

t si

ze

Co

lou

r o

r B

lack

& w

hit

e

Extr

a Su

pp

lem

en

ts

No

. of

pag

es

Ad

vert

isem

ents

Cla

ssif

ied

s

e-p

ape

r

Inn

ova

tio

n

Eve

nts

& p

rom

oti

on

s

Wo

rd o

f m

ou

th

Pri

ce

Fre

e gi

fts

Nat

ion

al p

rese

nce

Not at all important Not important Neutral Important Very Important

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

100%

Very unsatisfactory Unsatisfactory Neutral Satisfactory Very Satisfactory

As is evident from the graph, Divya Bhaskar has been rated high on credibility, speed, level of news coverage

(local, national and global), quality, font size, colour, extra supplements, number of pages, brand name, loyalty,

availability of e-paper and events & promotions over other attributes.

6. Attribute-based perceptual mapping

We performed attribute based perceptual mapping using discriminant analysis to draw a perceptual map

(Figure: 1) of the three vernacular dailies Divya Bhaskar, Gujarat Samachar and Sandesh. The output of

discriminant analysis is attached in the annexure.

Figure: 1 Perceptual map

The map shows each newspaper’s i.e. Sandesh, Divya Bhaskar and Gujarat Samachar unique position.

As is evident from the plot, Dimension 1 comprises of the attributes - colour, credibility, innovation, speed,

brand name, e-paper, extra supplements, events, advertisements, word-of-mouth and font size whereas

Dimension 2 comprises – free gifts, pages, level of news coverage(local, national, global), price, quality, loyalty

and classifieds.

The perceptual map also shows that Divya Bhaskar is perceived better than other vernacular newspapers in

terms of brand name, word-of-mouth impact, availability of e-paper, extra-supplements, level of news coverage,

quality and price.

Also, Gujarat Samachar is perceived better than other newspapers in terms of free gifts, pages, events

&promotions, speed, font size and advertisements.

Although Sandesh shows negative perceptions on almost all the attributes, it is associated with loyalty and

classifieds.

Demographic details of the respondents

7. Gender-wise respondent distribution:

8. Age-wise respondent distribution

9. Occupation-wise respondent distribution

49, 72%

19, 28%

Gender

Male

Female

43, 63%

14, 21%

4, 6%7, 10% Age

15-25 years

26-35 years

36-50 years

Above 50 years

1, 1%

22, 32%

4, 6%

31, 46%

6, 9%4, 6%

Occupation

School Student

College Student

Homemaker

Working Professional

Business person

Retired

DATA ANALYSIS : Secondary Data: IRS Q4, 2011

Overall Readership distribution among Divya Bhaskar, Gujarat Samachar and Sandesh according to IRS Q4,

2011 data

Figure 1 All Figures in '000

The following charts show the distribution of readership among the three papers on the basis of various criteria

like Age, Education, Socio Economic Categorization (SEC) and Monthly Household Income (MHI).

Age Group wise distribution of Readership

Figure 2 All Figures in ‘000

The youth, that is the influencing generation and the main decision makers, the age group of 30-39 years and

40-49 years, prefer Divya Bhaskar over the other two dailies while the citizens above the age of 50 years, are

Gujarat Samachar loyal. Sandesh falls in minority in each section.

1159 (45%)

901 (35%)

493 (20%)

READERSHIP DISTRIBUTION

Divya Bhaskar

Gujarat Samachar

Sandesh

272

209

254

187168 172 162

229

10385

100 90

0

50

100

150

200

250

300

20-29 Yrs. 30-39 Yrs. 40-49 Yrs. Above 50Yrs.

Divya Bhaskar

Gujarat Samachar

Sandesh

Education wise distribution of Readership

Figure 3 All Figures in ‘000

SEC wise distribution of Readership

Figure 4 All Figures in ‘000

Gujarat Samachar leads the race in SEC A readers, the people with premium buying powers. While in the more

common mass of SEC B and SEC C, Divya Bhaskar holds a majority.

MHI wise distribution of Readership

Figure 5 All Figures in ‘000

327

549

284

211

390

299

143

238

112

0

100

200

300

400

500

600

Below SSC SSC/HSC nt Grad Graduate/PG

Divya Bhaskar

Gujarat Samachar

Sandesh

205

350

294

198

265 271

177

120

70

147126

92

0

50

100

150

200

250

300

350

400

SEC A SEC B SEC C SEC D

Divya Bhaskar

Gujarat Samachar

Sandesh

30

261

407

461

2

132

305

462

0

142178 173

0

50

100

150

200

250

300

350

400

450

500

Upto Rs.1000 Rs.1001-5000 Rs.5001-10000 Rs.10001+

Divya Bhaskar

Gujarat Samachar

Sandesh

When buying power is under consideration, money matters the most! And in the Monthly Household income of

10001+, both Divya Bhaskar and Gujarat Samachar race at equal stand. Though, Divya Bhaskar comes out as a

clear leader in the other income groups.

Distribution of Advertisements Segment Wise

Overall Advertisement Market Share Distribution

Even though the readership ratio shows Divya Bhaskar to be an undoubted number one, followed by Gujarat

Samachar and Sandesh not coming into the race productively, a very contrasting result is obtained as far as

advertisements are concerned. All the three newspapers enjoy an almost similar market share in advertisements,

with leads in some segments and loss in some others.

Automobiles

The market share distribution of Automobile advertisements in the three dailies does fair justice to the

readership distribution with 41% market share with Divya Bhaskar and 45% readership to Divya Bhaskar.

Though Gujarat Samachar, even though almost double in number of readers, has to compete neck to neck with

Sandesh.

36%

29%

35%

ADVERTISEMENT MARKET SHARE

DIVYA BHASKAR

GUJARAT SAMACHAR

SANDESH

41%

30%

29%

AUTOMOBILE ADVERTISEMENT MARKET SHARE

DIVYA BHASKAR

GUJARAT SAMACHAR

SANDESH

Banking And Finance

The results for this industry are again similar to that of Automobile Industry. Divya Bhaskar plays with a 46%

market share while Gujarat Samachar unnecessarily has to combat with Sandesh over equal market share of

27%

Construction And Builders

No different results in the Real Estate either, Divya Bhaskar has a market share of 40%, Gujarat Samachar 31%

and Sandesh 29% Though there is also some scope for Divya Bhaskar to grow by 5%.

Education

Astounding difference of Market Share and Readership ratio is seen in the Education Industry. Even with just

20% of the total readers of Ahmedabad, and a poor show in the Education wise and SEC wise distribution of

readership, Sandesh enjoys a startling 49% market share, leaving Divya Bhaskar with just half the numbers of

its overall readership at a mere 23% market share.

FMCG

23%

28%

49%

EDUCATION ADVERTISEMENT MARKET SHARE

DIVYA BHASKAR

GUJARAT SAMACHAR

SANDESH

36%

26%

38%

FMCG ADVERTISEMENT MARKET SHARE

DIVYA BHASKAR

GUJARAT SAMACHAR

SANDESH

A tough competition between Divya Bhaskar and Sandesh can be seen in this industry with Sandesh having an

upper hand. Gujarat Samachar struggles at 26%

Lifestyle

Lifestyle is a segment of Youth and a relatively higher income group mass. Sandesh has not been able to make

a mark in either reader segment. Yet, it succeeds to trailing Divya Bhaskar, the maximum reader’s choice paper.

A lot of homework is possible for Divya Bhaskar, while Gujarat Samachar, a leader in this segment is doing

quite justice with its readership and market share in Lifestyle.

CONCLUSION

From the data obtained regarding the Readership from our Primary Research Surveys and the Secondary data

sources namely IRS and the Advertisement Market Share distribution obtained from internal confidential

sources, the following points are worth contemplating:

Divya Bhaskar is a reader’s choice, with readership more than Gujarat Samachar and Sandesh, in most

cases.

Newspaper attributes- Speed with which news is covered, credibility of the source, level at which the

news (local, global, national) is covered; innovation, quality, colour, price and extra supplements have

been given higher importance by the readers. Divya Bhaskar has been rated high on credibility, speed,

level of news coverage (local, national and global), quality, font size, colour, extra supplements,

number of pages, brand name, loyalty, availability of e-paper and events & promotions, making it

evidently a reason that it’s a newspaper of Reader’s choice.

Gujarat Samachar acts as a close competitor while Sandesh lags behind in drawing more number of

readers.

Though, the readership data suggests the above mentioned conclusions, the same does not go in sync

with the Advertisement Market Share data.

The Advertisers must contemplate giving better market share to Divya Bhaskar and Gujarat Samachar,

instead of Sandesh, considering the choice of readers.

29%

38%

33%

LIFESTYLE ADVERTISEMENT MARKET SHARE

DIVYA BHASKAR

GUJARAT SAMACHAR

SANDESH

In segments like Education, Lifestyle and FMCG; the scope of development for Divya Bhaskar is huge,

because of a major chunk grabbed by Sandesh, the dormant choice of a reader.

Though, on the outlook, Gujarat Samachar looks like a direct competitor of Divya Bhaskar, actually,

the competition faced from Sandesh is the one that needs some attention on an urgent basis.

RECOMMENDATIONS

Evidently, Gujarat Samachar acts as a direct competition to Divya Bhaskar. Though, it is important to

give grave attention to Sandesh, as it competes with a huge market share in the advertisements. Though,

Divya Bhaskar and Gujarat Samachar are way ahead of Sandesh in terms of number of readers, when it

comes to advertisements, the core income for a publication house, Sandesh comes out to be equally

competent, though not worthy of that market share. Hence Divya Bhaskar must first focus on

eliminating the competition faced from Sandesh. The advertiser must be made aware that they are

wasting their advertising budget by means of Research presentations, campaigns, measuring the

Response gained by advertising in Divya Bhaskar showing the edge by comparison with Sandesh and

then Gujarat Samachar. Only gaining higher number of readers does not suffice. So, actions must be

taken to create awareness in the minds of advertisers and attract them to dedicate higher market share to

Divya Bhaskar, by eliminating Sandesh at first instance.

Bibliography & References

Aaker, D. (1996). Building Strong Brands, The Free Press

Bijmolt, T. and Wedel, M. (1999). A Comparison of Multidimensional Scaling Methods for Perceptual

Mapping, Journal of Marketing Research, Vol. 36, No. 2, pp. 277-285

Clifton, R., Simmons, J. (2006).Brands and Branding, Profile Books Limited

Dillon, W, Fredrick D., Tangpanichdee, V. (1985). Decision Issues in Building Perceptual Product Spaces with

Multi-Attribute Rating Data, Journal of Consumer Research, Vol. 12, No. 1, pp. 47-63

DB Assist: http://dbassist.co.in/dbassist/readership-data.php?val=1&id=12&mid=44

Droge, C. and Darmon, Rene (1987). Associative Positioning Strategies through Comparative Advertising:

Attribute versus Overall Similarity Approaches, Journal of Marketing Research

Vol. 24, No. 4, pp. 377-388

Ellwood, I., (2000).The Essential Brand Book,Kogan Page

Hauser, J. and Koppelman, F. (1979). Alternative Perceptual Mapping Techniques: Relative Accuracy and

Usefulness, Journal of Marketing Research, Vol. 16, No. 4, pp. 495-506

Keller, K. (2003). Strategic Brand Management, Pearson Education

PorusMunshi. (2009). "DainikBhaskar: No. 1 From Day One". Making Breakthrough Innovations Happen.

Collins Business. pp. 16–33.

Wong, J. and Teas, R. (2001). A test of the stability of retail store image mapping based on multientity scaling

data, Journal of Retailing and Consumer Services, Vol. 8, No. 2, pp. 61 – 70

Annexures:

1. Questionnaire

Perceptual Study on Newspaper/s

Dear respondent, We are conducting a perceptual study on newspaper/s. The questionnaire will take not more

than 5 minutes to complete. However, your valuable insights will help us understand the newspaper/s better.

Thanking you in advance for your participation and contribution to this survey. N.B.: The questions marked

with an *asterisk are compulsory.

* Required

Which Gujarati Newspaper do you read/ comes first to your mind when you think about Gujarati Daily

Newspapers in Ahmedabad?*

o Divya Bhaskar

o Gujarat Samachar

o Sandesh

Do you read a Gujarati Newspaper? (Mark YES only if you read the Ahmedabad Edition, or else, mark NO) *

o Yes

o No

Please Proceed further only if the answer to above question is Yes.

Please rate each of the following attributes of a newspaper with respect to the degree of importance you attach

to them. *

Not at all

important

Not

important Neutral Important

Very

important

Credibility (Unbiased)

News coverage

Speed of the Latest news

coverage

Level of coverage (Local,

National & Global)

Loyalty/ Habit

Brand Name/ Reputation

Not at all

important

Not

important Neutral Important

Very

important

Quality of the newspaper

Font Size used

Colour or Black & white

Extra Supplements

No. of pages

Advertisements

Classifieds

Availability of e-paper

Surprise elements

(Innovation)

Events & Promotions

Word of mouth impact

Price

Free gifts

National presence

Please mention any other factors that, according to you, make newspapers different from one another.

_________________

Where do you rate Divya Bhaskar in terms of the following? *

Not at all

important

Not

important Neutral Important

Very

important

Credibility (Unbiased)

News coverage

Speed of the Latest news

coverage

Level of coverage (Local,

National & Global)

Loyalty/ Habit

Brand Name/ Reputation

Quality of the newspaper

Font Size used

Colour or Black & white

Extra Supplements

No. of pages

Advertisements

Classifieds

Availability of e-paper

Surprise elements

(Innovation)

Events & Promotions

Word of mouth impact

Price

Not at all

important

Not

important Neutral Important

Very

important

Free gifts

National presence

Please mention any other factors that, according to you, make Divya Bhaskar different from other newspapers

______________________

Profile of the Respondent

Sex *

o Male

o Female

Age *

o Below 15 years

o 15-25 years

o 26-35 years

o 36-50 years

o Above 50 years

Occupation *

o School Student

o College Student

o Home maker

o Working Professional

o Business Person

o Retired

o Other, please specify: _____________

Thank You for participating

2. Salient Results of Discriminant Analysis

Summary of Canonical Discriminant Functions

Eigenvalues Wilks' Lambda

Test of

Function(s)

Wilks'

Lambda

Chi-

square df Sig.

1 through 2 .452 50.413 36 .056

2 .760 17.440 17 .425

a First 2 canonical discriminant functions were used in the analysis.

Standardized Canonical Discriminant Function

Canonical Discriminant Function Coefficients Functions at Group Centroids

Coefficients

Function

1 2

CREDIBILITY .659

.26

2

SPEED -.315

.09

3

LEVEL

-.003

-

.12

8

LOYALTY

-.295

-

.37

0

BRANDNAME

.620

-

.01

1

QUALITY

.022

-

.51

3

FONTSIZE -

1.38

2

.20

5

COLOUR .285

.24

7

EXTRA .428 -

Function

1 2

CREDIBILITY .12

7

.05

0

SPEED -

.06

5

.01

9

LEVEL -

.00

1

-

.02

6

LOYALTY -

.05

1

-

.06

4

BRANDNAME .11

5

-

.00

2

QUALITY .00

4

-

.09

7

FONTSIZE -

.29

4

.04

4

COLOUR .04

5

.03

9

NEWSPAPE

R

Function

1 2

1.00 .742 -.237

2.00 -.513 .534

3.00 -

1.83

7

-

1.38

7

Unstandardized canonical

discriminant functions

evaluated at group means

Function Eigenvalue

% of

Variance

Cumulative

%

Canonical

Correlation

1 .681(a) 68.3 68.3 .636

2 .316(a) 31.7 100.0 .490

.14

3

PAGES .190

.60

9

ADVERTISEMENT

S -.671

.06

1

CLASSIFIEDS

-.057

-

.32

8

EPAPER .171

.05

2

INNOVATION .247

.11

4

EVENTS

-.312

-

.02

2

WOM .546

.09

8

PRICE

.239

-

.88

0

FREEGIFTS .019

.91

7

EXTRA .08

5

-

.02

8

PAGES .03

8

.12

1

ADVERTISEMENT

S

-

.11

1

.01

0

CLASSIFIEDS -

.01

1

-

.06

5

EPAPER .02

5

.00

8

INNOVATION .04

6

.02

1

EVENTS -

.06

1

-

.00

4

WOM .09

6

.01

7

PRICE .04

1

-

.15

1

FREEGIFTS .00

3

.14

6

(Constant) -

.52

3

.02

3

Unstandardized coefficients