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“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”

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Chapter 05

Case Study of Dainik Bhaskar and Times of India.

Preface:

Case studies of two Indian News Paper Brands were undertaken to

delineate the approach for brand building strategies adopted by them.

Case study is an ideal methodology when a holistic, in-depth

investigation is needed. Case studies have been used in varied

investigations, particularly in sociological studies, but increasingly, in

instruction. Whether the study is experimental or quasi-experimental, the

data collection and analysis methods are known to hide some details.

Case studies, on the other hand, are designed to bring out the details from

the viewpoint of the participants by using multiple sources of data.

There are four stages usually followed for any case study:

1. Design the case study,

2. Conduct the case study,

3. Analyze the case study evidence, and

4. Develop the conclusions, recommendations and implications.

5.01 Design of the Case Study: PCDL Model: A Conceptual Model

for Building Brands

The PCDL model can serve as a guideline to managers and executives in

building identity of their brands in their target markets. As competition

gets more intense, managers face challenges to adjust their brands with

changed expectations of their customers. Among different alternatives

that are available to managers, positioning their brands on the attributes

that happen to be the customer priorities can help in building superiority

of their brands in the minds of their customers. Such attribute positioning

or benefit positioning can enable companies to leverage current resources

to the extent possible. If existing product configuration/proposition


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becomes obsolete, the brand has to move to higher or expected levels of

performance/benefits to sustain itself in dynamic markets.

Companies need to position their brands in the minds of consumers. To

achieve desired goals of their communication strategy, companies have to

break the clutter by evolving innovative ways to attract the attention of

the target audience. Alongside the traditional media channels like

newspapers, magazines, television, hoardings, public relations, etc, new

media vehicles such as Internet, outdoor communications, sponsoring

events, etc. offer opportunities for consumer involvement. Such

innovative approaches can enable managers to minimize the impact of

competition on their brands. Integrated brand communications and

creative repetition through various types of media is a key to success in

brand communications. The use of innovative methods such as emotions

in advertising appeals to the hearts and minds of the consumers.

A brand image should be created to establish an emotional relationship

with the target audience. The brand managers need to continuously track

their brands against the effect of competition and to track the progress as

to how their brands are doing in the marketplace.

Monitoring the progress of brands in terms of purchasing, consumption,

brand recognition, brand recall, advertising awareness, etc. helps the

managers to adjust their strategies of marketing to achieve the desired

performance of their brands.

This performance audit can also enable the company to measure its brand

strength as well as competing brands. The brand loyalty can reduce the

vulnerability of the customer base to competitive action and can directly

translate into future sales and profits.

Brands that have established desired brand equity in the marketplace can

have potential to leverage its equity through line extension, brand

extension, ingredient branding, co branding, brand Alliances, and/or


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social goodwill. These approaches enable the companies to leverage the

parent brand associations to new categories of products and chart a new

growth path for their brands.

The four elements of this model, namely, positioning the brand,

communicating the brand message, delivering the brand performance, and

leveraging the brand equity are discussed below.

Positioning the Brand:

Brand positioning is defined as the conceptual place to own in the target

consumer‟s mind, the benefits when they think of the brand. An effective

brand positioning strategy will maximize customer relevancy and

competitive distinctiveness, in maximizing brand value.

Four key components of a positioning statement:

Definition of target market.

Category frame of reference.

Statement of the key point of difference.

Reason to believe.

Positioning is related with creating the perception of a brand in the

customer‟s mind and of achieving differentiation that it stands apart from

competitors‟ brands/offerings and that it meets the consumer‟s

needs/expectations. Brand marketer‟s major objective should be to create

the desired perception in the target consumer‟s mind.

A brand position is part of the brand identity and value proposition that is

to be actively communicated to the target audience and that demonstrates

and advantage over competing brands. A well positioned brand has a

competitively attractive position supported by strong associations, such as

high rating on a desirable attribute like friendly service, or store‟s

offering of home delivery1.

1 Aaker, D. A., & Keller, K. L. (1993). Interpreting cross-cultural replications of brand extension

research. International Journal of Research in Marketing, 10(1), 55-59


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In an increasingly networked economy, understanding the consumer

behavior effects of linking a brand to other entities such as another

person, place, thing, or brand is crucial. Marketers must be able to

understand how various entities should best be combined, from a

consumer brand-knowledge perspective, to create the optimal positioning

in the minds of consumers.

Branding focus should be on adding psychological value to products2,

services, and companies in the form of intangible benefits – the emotional

associations, beliefs, values, and feelings that people relate to the brand.

By strategically positioning it in the minds of the target audience, the

company can build a strong identity or personality for the brand. Ability

to endow a product, service or corporation with an emotional significance

over and above its functional value is a substantial source of value

creation. The promise of value must be relevant to the people or

businesses a company wants to have as its customers. A successful brand

aims to develop a high-quality relationship, in which customers feel a

sense of commitment and belonging; even to the point almost of passion.

The brand preference is the outcome of the emotional needs the

customers have. Emotional associations can strongly distinguish the

brand in customer‟s mind in comparison to competitors‟ offerings.

Branding enables the process of transforming functional assets into

relationship assets.

In strong brands, brand equity is tied both to the actual quality of the

product or service and to various intangible factors.

Those intangibles include “user imagery” (the type of person who uses

the brand); “usage imagery” (the type of situations in which the brand is

used); the type of personality the brand portrays (sincere, exciting,

2 Temporal, P. (2000). Branding in Asia: The creation, development, and management of Asian brands

for the global market. Wiley.


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competent, rugged); the feeling that the brand tries to elicit in customers

(purposeful, warm); and the type of relationship it seeks to build with its

customers (committed, casual, seasonal). The strongest brands stay on the

leading edge in the product arena and tweak their intangibles to fit the

times. Brands that are well positioned occupy particular niches in

consumers‟ minds.

Successful brands and business must;

Be relevant to consumers.

Be unique versus the competition.

Be credible and attainable.

Graph No. 11

Customer Relevance vs. Competitive Differentiation


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Types of Positioning Strategies:

Features:

The product features are emphasized in this strategy. These are the

tangible features of the product and it is a quantitative base for

positioning. It can also be said that the features that are highlighted are

often specific to a product category.

Abstract:

These are intangible attributes and can be used in a wide range of product

categories. Examples of abstract positioning bases are quality,

innovativeness, style etc. It doesn‟t matter what the company is selling. It

could be high-end computers or chocolates, but both products can be

based on the positional base of quality.

Direct:

The functional benefits of the brand are highlighted. In this positional

strategy, the advantages of the usage of the brand are showcased.

Examples of direct positioning bases are durability, reliability,

convenience etc.

Indirect benefits:

These are the benefits that arise indirectly due to the use of the product.

Their use is for symbolic means.

For example, a luxury car manufacturer might use expressions „Own the

Road‟ or „Respect Guaranteed‟. This positional strategy aims to build

around the delivery of a social-image benefit to the consumer. Onida

employed this strategy when they used the caption „Neighbour‟s Envy,

Owners Pride‟

Surrogate positioning:

This is a strategy that allows the consumer to come up with their

individual conclusions and refers to the intangible aspects of the brand.


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Employing a statement like „For People who are still Young at Heart‟

would fit into this positioning strategy.

Consumers‟ preferences are expected to be shaped by brand positioning

and it is the key to building consumer loyalty. Building a great brand

requires an immeasurable amount of work and brand positioning is a very

important task for marketers. The reason being, it has consumers‟

perceptions and choice as its central feature. However, exercising

prudence in its implementation should be the most important rule,

because if it is not done correctly, it also has the potential to be the

downfall of a brand.

Communicating the Brand Message:

A brand needs to carve a vision of how that brand should be perceived by

its target audience. The brand positioning helps in prioritizing the focus

of the brand identity and resultant communication themes which enable

the company to set forth the communication objectives such as the type of

message, brand differentiation to be achieved, and themes that appeals to

the target customers.

With every brand comes a message whether it is good, bad or ugly.

Customers experience a brand, test its products or services and develop a

set of expectations around them. Through brand-to-product association,

they come to expect that certain standards will be met - if not exceeded -

by this brand. These expectations carry over from each product or service

to another and become part of the brand‟s identity.

Customers begin searching for certain brands after developing a set of

expectations that are centered on the brand‟s identity. To them, a brand is

a promise. By designing a brand identity that speaks to a core philosophy,

communicating a consistent message to consumers about the nature of the

product or service, whether it is its quality, functionality or mere

approach to meeting their needs. With so many products and services in


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today‟s market, consumers need a way to quickly identify quality.

Branding is the fast-track plan to grabbing a consumer‟s attention and

immediately communicating the advantage of the product or service over

all the rest.

Quality always comes with a price tag. Through brand, communicating a

certain price point to consumers become easy. A brand conveys what the

premium price is for any given product or service. Granted, these prices

will differ from one item to the next, and that‟s understandable. But, the

bottom line is that consumers will identify where the brand falls in a price

range. Customers usually associate the brand with quality and that quality

with an approximate price. The brand itself consistently communicates

exactly what a customer will get when making his/her purchase from ease

of use or customer service all the way down to dollar and cents.

Advertising that is creatively executed helps the brand to break the clutter

and build strong impact in the target market3.

The challenges faced by companies in building brands are:

To be noticed, to be remembered,

To change perceptions,

To reinforce attitudes,

To create deep customer relationships.

A differentiated, “own-able” brand image can build an emotional and

rational bridge from customers to a company, a product, or a service. The

intangible factors used in building brand equity include “user imagery”,

“usage imagery”, the type of personality the brand portrays, the feeling

that the brand tries to elicit in customers, and the type of relationship it

seeks to build with its customers.

3 Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand

architecture challenge. California Management Review, 42(4).


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The major channels of communications used widely to position the

brands in the minds of consumers are advertising, direct marketing, sales

promotion, sponsorships, endorsements, public relations, the Internet, and

integrated brand communications. Successful brands are built through

creative repetition of themes in various types of media. Timely use of

emotional quotient in advertising that appeals to the hearts and minds of

the people and strengthen emotional relationship with customers.

Source : matchstick.com brand communication model.

A brand is the amalgam of the physical product and the notional images

that go with the brand4. Brand awareness is the ability of a potential buyer

to recognize or recall that a brand is a member of a certain product

category. A link between product class and brand is involved. Image is a

product of people‟s perceptions, that is, the way in which people think

about or even imagine something to be. Old brands serve to bind

consumers to their pasts and to the communities that shared those brands.

Better advertising is born out of a total understanding of all the variables

impacting the brand such as new consumer trends, new competition, or

new technological breakthroughs. Brand identity hinges on who 4 Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building,

measuring, and managing brand equity. Pearson Education India

PERCEPTION

Customers grasp true value.

BEHAVIOUR

Customers take action with a purchase decision.

PERFORMANCE

Business development and growth.


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consumers are as individuals, the environment in which they live, and the

signals sent from the brand itself. A brand‟s messages are received

through a series of filters that exist within each consumer‟s life.

The most successful brands keep up with competitors by creating points

of parity in those areas where competitors are trying to find an advantage

while at the same time creating points of difference to achieve advantages

over competitors in some other areas5.It is necessary to develop and

implement long-term integrated communication strategies demonstrating

the brand‟s value to the target customers. The message should be

consistent with the brand value, brand personality and other brand

identity dimensions. Strong brand helps the company in positioning and

extending its brand and have a greater influence on the customer purchase

processes.

Delivering the Brand Performance:

Companies need to continuously track their brands against the effect of

competition, especially in the face of aggressive competition. They

should track their the progress as to how their brands are doing in the

marketplace, and what impact certain market interventions will have on

the brand equity.

Progress can be monitored in terms of the level of purchasing,

consumption, brand recognition, brand recall, advertising awareness, etc.

This approach will enable brand marketers to assess the effect of

marketing campaign in influencing the target consumers, which in turn

leads to measure the brand strength.

The transaction analysis enables the company to assign brand team

members the task of experiencing all the steps a customer might go

5 Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building,

measuring, and managing brand equity. Pearson Education India


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through to see how the system makes the customer feel. There‟s nothing

that brings people together like stories about the bad service; whether it‟s

a mobile phone that‟s cut off, a television that‟s on the blink or a washing

machine that‟s collapsed, getting the situation rectified is every

consumer‟s nightmare6. In product-driven companies, service is playing

an important role in the brand experience as they view the brand in terms

of its entire relationship with their customers. Progressive company

cultivates its brand philosophy across functional lines throughout the

organization, evaluates all contact points with customers, and streamlines

organizational processes to meet customer needs and deliver a consistent

brand experience. Measuring the performance so as to confirm it with the

delivery expected and the gap is equally important.

6 Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual

model. Journal of Product & Brand Management, 17(1), 4-12.


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Source: http://www.imaginasium.com/Services/Brand-Performance.aspx#sthash.hxGPF46A.dpuf

A manufacturer‟s existing brands are potentially vulnerable to successful

new brands from competitors. It is, therefore, in the manufacturer‟s

interest to maintain the relative functional excellence of its existing

brands. This means continuously upgrading their performance. The best

discipline to focus attention on this upgrading is to carry out Regular

blind product tests of the manufacturer‟s brand against its competitors

help the firm to maintain the relative functional excellence of its existing

brands. This approach enables the firm to protect its brands from the

impact of the successful new brands of the competitors and gain brand

loyalty. Brand loyalty may be viewed as a link in the chain of effects that

indirectly connects brand trust and brand affect with the market

performance aspects of brand equity7.

Brand loyalty is a measure of the attachment that a customer has to a

brand and it reflects how likely a customer will be to switch to another

7 Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to

brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93

Awareness and attitude tracking

Quantitative research

Qualitative research

Lead generation

Sales and market share tracking

Customer satisfaction surveys

Social media activity

Media post buys

Digital traffic and conversions

*measuring brand performance.


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brand, especially when that brand makes a change, either in price or in

product features8.

Brand loyalty represents a favorable attitude toward a brand resulting in

consistent purchase of the brand over time and it is the result of

consumers‟ learning that one brand can satisfy their needs. Brand loyalty

reflects the commitment of a customer to re buy the company‟s products

consistently in future.

Customer retention can be achieved only through fostering premium

loyalty by establishing an emotional as well as a normative attachment

between the brand and the consumer. Such loyal buyers can contribute to

the positive word of mouth communication for the brand.

The companies need to set “operational standards” in all areas affecting

day-to-day brand-related activities which can be applied to behaviors,

management practices, service provision, customer relationship

management, performance achievement, and so on.

The specific marketing effects that accrue to a product with its brand

name can be either consumer-level constructs such as attitudes,

awareness, image, and knowledge, or firm-level outcomes such as price,

market share, revenue, or cash flow. The operational standards reinforce

the assurance to target customers that the brand promise will be delivered

to them.

Leveraging the Brand Equity:

Leveraging process is linking the brand to some other entity that creates a

new set of associations from the brand to the entity as well as affects

existing brand associations9. Companies employ different strategies in

8 Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand

architecture challenge. California Management Review, 42(4) 9 Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building,

measuring, and managing brand equity. Pearson Education India.


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leveraging their brands namely through line extensions, brand extensions,

ingredient branding and co-branding, etc.

In ingredient branding, key attributes of one brand are incorporated into

another brand as ingredient is gaining increasing popularity in markets.

The ingredient branding enhances the differentiation of the host brand

from competition by characterizing the ingredient attribute in the host

brand more specifically. This results in establishing brand alliances

between numbers of firms as they link through their products/services or

marketing activities.

In brand extensions, the parent brand experience appears to have little

impact on long-term repeat purchasing of an extension across a range of

cases in which perceived similarity between the parent and extension

categories varied considerably (Swaminathan et al., 2001). If the brand

extension fails, it can harm brand equity of the parent brand by producing

negative reciprocal effects. Further, they stated that parent brand

experience has an impact on extension trial but not on repeat purchase.

The advertising of brand extensions produces significant reciprocal

spillover that favorably affects the choice of parent brand10

. Advertising

spillover effect becomes relevant when a brand name is used on two or

more products that are separately advertised.

10 Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual

model. Journal of Product & Brand Management, 17(1), 4-12


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PCDL Model for Building Brands*

(*Bhimrao M. Ghodeswar, Building Brand Identity in Competitive Markets: A Conceptual Model,

Journal of Product & Brand Management 17/1 (2008) 4–12 q Emerald Group Publishing Limited

[ISSN 1061-0421])

Conducting the Study: Target Companies Dainik Bhaskar and Times

of India.


Features.

Tangible Attributes.

Intangible Attributes.

Product Functions.

Benefits.

Operational.


Advertising Companies.

Themes.

Celebrities.

Events.

Shows.

Consumers

Developing the Brand Performance:

Product Performance.

Service Performance.

Customer Care.

Customer Satisfaction.

Customer Delight.


Line Extension.

Brand Extension.

Ingredient Building.

Co Branding.

Brand Alliances.

Social Integration.


Features : Print Quality , Content Quality,

Tangible Attributes: Prizing, Relevance of Information,

Intangible Attributes: Good Image.

Product Functions: Useful Advertisements.

Benefits: Schemes.

Operational: Useful Information.


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Advertising.

Themes: National and International.

Celebrities: Sports, Entertainment.

Events: National and International Sponsorship.

Shows: National and International Sponsorship

Consumers: Relevant Advertisements.

Developing the Brand Performance:

Product Performance: National and International Presence.

Service Performance: Timing of Information.

Customer Care: Availability

Customer Satisfaction: Referral Rate.

Customer Delight.


Line Extension & Brand Extension: Supplements,

Ingredient Building: Professional Columnist, Righteous Reporters.

Co Branding: Sponsorship,

Brand Alliances: Fairs, Prizes, Social Issues.

Social Integration: Social Issues.


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5.02 Descriptive Statistics :

Factor Analysis

Mean Std. Deviation Analysis N Missing N

Wider Coverage 4.31 .787 504 0

Timely Information 3.94 .786 504 0

Absolutely Correct Information 3.56 .848 504 0

Good Image 4.24 .744 504 0

Fair and Unbiased Media Organization 3.47 .900 504 0

Wider Local News coverage 3.56 1.119 504 0

Wider National and International News Coverage 4.09 .622 504 0

Wider Business News Coverage 3.41 .954 504 0

Best for Working Professionals 3.61 .894 504 0

Best for Business Class People 3.37 .898 504 0

Fulfills Youth Requirements 4.07 .807 504 0

Content Quality of News 4.28 .778 504 0

Picture Quality 4.09 .882 504 0

Never Overstate News 3.34 .689 504 0

Reporters are Righteous 3.27 .621 504 0

Reporters are Straight forward and Clear in presentation of

information

3.46 .715 504 0

Not cluttered with too many Advertisements 2.79 .981 504 0

Only relevant information is provided 2.91 .813 504 0

Provides sufficient information to female readers 3.69 .873 504 0

Raises social issues judiciously 3.65 .838 504 0

It raises local problems to masses/ national level 3.62 .714 504 0

It provides wider Sports coverage 4.04 .798 504 0


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Preference due to Editorial Colum 3.89 .751 504 0

It carries a good team of Professional Columnist 4.09 .689 504 0

It has attractive cartoons and caricatures 3.51 1.059 504 0

It is Fairly Prized 4.22 .684 504 0

Supplements carry interesting and useful information 4.38 .579 504 0

Easy availability at Respondents residence 4.56 .661 504 0

Hawkers Recommendation for buying 2.63 1.458 504 0

Family and Friends Recommendation 3.41 1.424 504 0

I purchase it because of attractive schemes 2.79 1.349 504 0

Factor Analysis Rescaled

Component

1 2 3 4

Hawkers Recommendation for buying .879 .184 -.117 .214

Family and Friends Recommendation .808 .271 -.206 -.162

I purchase it because of attractive schemes .794 .307 -.207 -.304

Best for Working Professionals .736 .208

Preference due to Editorial Colum .713 .259

Best for Business Class People .681 .279 .145

Absolutely Correct Information .659 .241 .228 .213

Reporters are Straight forward and Clear in

presentation of information

.650 .220

It has attractive cartoons and caricatures .644 .251

Good Image .623 .349 .178 .501

Wider Coverage .592 .402 .318 -.373

Never Overstate News .578 .151 .258


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Fulfills Youth Requirements .536 .152 -.254

Fair and Unbiased Media Organization .529 .383 .510

Wider Business News Coverage .507 .377 .216

It provides wider Sports coverage .487 .281 .462 .153

Content Quality of News .478 .269 .434

Reporters are Righteous .464 .160

Supplements carry interesting and useful information .402 .395 .134

Wider National and International News Coverage .308 .715 .103

It carries a good team of Professional Columnist .452 .659 .221

Wider Local News coverage .288 .604 .495 .447

Not cluttered with too many Advertisements .224 .200 .637 .258

It is Fairly Prized .417 .623 .122

Timely Information .476 .552 .288

It raises local problems to masses/ national level .366 .311 .552

Raises social issues judiciously .172 .514 .526

Easy availability at Respondents residence .289 .490

Only relevant information is provided .172 .466 .370

Provides sufficient information to female readers .123 .208 .238

Picture Quality .385 .134 .633


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Factors Factor Load Factor Load

Total

Content Quality

(Brand Positioning)

Hawkers Recommendation for buying .879

11.76

Family and Friends Recommendation .808

I purchase it because of attractive schemes .794

Best for Working Professionals .736

Preference due to Editorial Colum .713

Best for Business Class People .681

Absolutely Correct Information .659


presentation of information

.650

It has attractive cartoons and caricatures .644

Good Image .623

Wider Coverage .592

Never Overstate News .578

Fulfills Youth Requirements .536

Fair and Unbiased Media Organization .529

Wider Business News Coverage .507

It provides wider Sports coverage .487

Content Quality of News .478

Reporters are Righteous .464

Supplements carry interesting and useful

information

.402

News Coverage

(Communicating the Brand)

Wider National and International News Coverage .715

1.978 It carries a good team of Professional Columnist .659

Wider Local News coverage .604


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Value for Money

(Developing Brand Performance)

Not cluttered with too many Advertisements .637

3.846

It is Fairly Prized .623

Timely Information .552

It raises local problems to masses/ national level .552

Raises social issues judiciously .526

Easy availability at Respondents residence .490

Only relevant information is provided .466

Visual & Graphical Effects Picture Quality .633 .633

Total Variance Explained

Component Initial Eigenvaluesa Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total % of

Variance

Cumulative

%

Total % of

Variance

Cumulative

%

Total % of

Variance

Cumulative

%

Raw 1 8.490 34.666 34.666 8.490 34.666 34.666 7.057 28.816 28.816

2 2.470 10.086 44.752 2.470 10.086 44.752 2.939 11.999 40.815

3 2.399 9.797 54.549 2.399 9.797 54.549 3.047 12.441 53.256

4 1.793 7.321 61.869 1.793 7.321 61.869 2.110 8.613 61.869

5 1.601 6.539 68.408

6 1.405 5.737 74.145

7 1.306 5.332 79.477

8 1.079 4.404 83.881

9 .982 4.009 87.891

10 .634 2.588 90.478

11 .510 2.081 92.559


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12 .429 1.752 94.311

13 .387 1.581 95.892

14 .257 1.050 96.942

15 .221 .903 97.845

16 .169 .691 98.536

17 .153 .626 99.162

18 .120 .488 99.650

19 .048 .196 99.846

20 .038 .154 100.000

Extraction Method: Principal Component Analysis.

a. When analyzing a covariance matrix, the initial eigenvalues are the same across the raw and rescaled

solution.

Reliability Statistics

Cronbach's Alpha N of Items

.914 49


132


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Extraction Method: Principal Component Analysis : Communalities Raw Rescaled

Initial Extraction Initial Extraction

Wider Coverage .620 .466 1.000 .752

Timely Information .618 .384 1.000 .621

Absolutely Correct Information .720 .424 1.000 .590

Good Image .554 .439 1.000 .793

Fair and Unbiased Media Organization .810 .557 1.000 .687

Wider Local News coverage 1.253 1.119 1.000 .893

Wider National and International News Coverage .387 .242 1.000 .625

Wider Business News Coverage .910 .407 1.000 .448

Best for Working Professionals .799 .469 1.000 .587

Best for Business Class People .806 .455 1.000 .564

Fulfills Youth Requirements .652 .247 1.000 .379

Content Quality of News .606 .296 1.000 .489

Picture Quality .778 .445 1.000 .573

Never Overstate News .474 .203 1.000 .427

Reporters are Righteous .386 .099 1.000 .255

Reporters are Straight forward and Clear in presentation

of information

.511 .245 1.000 .480

Not cluttered with too many Advertisements .962 .541 1.000 .562


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Only relevant information is provided .660 .253 1.000 .384

Provides sufficient information to female readers .762 .090 1.000 .119

Raises social issues judiciously .702 .402 1.000 .572

It raises local problems to masses/ national level .510 .275 1.000 .539

It provides wider Sports coverage .637 .352 1.000 .553

Preference due to Editorial Colum .564 .328 1.000 .582

It carries a good team of Professional Columnist .475 .326 1.000 .687

It has attractive cartoons and caricatures 1.121 .543 1.000 .484

It is Fairly Prized .469 .272 1.000 .581

Supplements carry interesting and useful information .336 .113 1.000 .336

Easy availability at Respondents residence .438 .144 1.000 .328

Hawkers Recommendation for buying 2.127 1.843 1.000 .866

Family and Friends Recommendation 2.027 1.609 1.000 .794

I purchase it because of attractive schemes 1.819 1.565 1.000 .860


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5.03 Factor Description:

Content Quality:

This factor carries a highest factor load (11.76) in the present case Factor

Analysis which clearly indicates its dominance and the associated

attributes for the same as they make an overall impact on the reader group

and the relevant referral by the associated ones.

Content marketing is really about providing valuable information or

content to current and potential customers for the purpose of building

trust, branding, awareness, and positive sentiment.

A successful content marketing campaign establishes you as an expert in

your field, and that sets the groundwork for a long-term business

relationship. Good words are vitally important. It‟s incredibly easy to

create content, which is however a precise combination of creativity,

science and positioning, but that‟s another blog for another day.

The effectiveness of good words, however, can be amplified a trillion-

fold with the selection of top quality images. Whether it‟s online or in

print, good, strong images are vital. There are some great stock image

libraries out there; there are also some, that have a plethora of

stereotypical shots that just look horrendous.

Research on news quality has approached the concept with several areas

of operational definitions: perceptions of news professionals1,

perceptions of news consumers and in terms of the resources invested in

news content2. Most relevant here, however, is quality measurement in

terms of news content. Content of news has been examined for a variety

of features in quantitative content analyses.

1 Litman, B. R., & Bridges, J. (1986). An Economic Analysis of Daily Newspaper Performance.

Newspaper Research Journal, 7(3). 2 Bogart, L. (2004). Reflections on Content Quality in Newspapers. Newspaper research journal, 25

(1).


136

News has been sorted by topic (e.g., government, crime and judiciary,

disasters, education, sports, weather, fashion, business and finance); by

geography (local, state, national, international), type of writing (e.g.,

inverted pyramid vs. narrative styles), and type of “voice” (e.g., straight

news, opinion, analysis, columnists, citizen journalism). It has been

sorted by advertising versus editorial content and pictures, illustrations,

other visuals versus text, as well as what kind of sources (e.g., gender,

societal role, anonymous, non-anonymous, and highly elaborated).

News Coverage:

This factor carries a factor load (1.978) in the present case Factor




Newspaper is an excellent medium through which one can get to know

about the latest developments that are going all over the world. Daily in

the morning we get the newspaper by the vendors at our home and the

first task that we do after getting out of the bed is to go through it so that

we come to know about the latest news and happening around the

globe. The powerful variable “coverage of local news” includes three of

Denton‟s quality indicators3 proximity, recognition, and education.

Today with the entire national and international news events it is

important that news organizations have the resources to cover local

events and news. Coverage of national news is great but residents want to

know what is taking place in their own city or state. While national news

organizations do a great job it is difficult to adequately cover local events

from a national perspective.

3 Thorson, E., Meyer, H., Denton, F., & Smith, J. (2008). Prediction of Print and Online Newspaper

Readership from Indices of News Quality. In annual meeting of the International Communication

Association, TBA, Montreal, Quebec, Canada.


137

The value of local news is an important aspect of our individual needs.

Local issues such as weather, school closings, traffic accidents and crime

lets local residents know what is happening. This not only helps to keep

us informed but to keep us safe. When traffic situations occur it is

important that those driving to work, especially those driving several

miles from their homes know what traffic issues are happening. Local

news coverage accomplishes this aspect.

Many times there are also local charity events that are taking place which

the public has a right and need to know. Sometimes these events are

connected to national charity events and it is important that local

residents know the connection. There are many charity organizations

which have fund raisers to let the public know what they are doing and

that they need funds to continue their operations.

Another aspect of local news coverage is associated with politics in

letting local candidates whether incumbents or new get their issues to the

voting public. This is important in this election year. What needs to

happen with local news coverage is to have an honest coverage of the

issues from a local perspective. This involves making sure the whole

story is told not just the end result. Sometimes politicians in their ads

only tell the end result and not the details of why. This makes it difficult

to decide who is telling the truth and who is presenting a different picture

to further their own agenda. Local news coverage in this area is critical

especially in this election year and is another reason why local news

coverage is important.

One important point to make about local news coverage is that they are

people in our own community or state and they know what news is

important to local residents. There are always going to be local news

events that have a national impact or perspective.


138

Value for Money:

This factor carries a factor load (3.846) in the present case Factor




Besides, newspapers also add to the knowledge of the readers by

informing them about the new discoveries, inventions and products. The

magazine selections of newspapers provide a colorful bouquet of

information and entertainment.

The advertisement published in the newspapers also serves a great

purpose. Matrimonial advertisements help people to find suitable life

partners. Newspapers also help people to buy and sell property.

Newspapers help the job seekers to find suitable jobs through the

„wanted‟ columns. Advertisements help a great deal boosting up sales of

the consumer products and others. Newspaper also helps people in

investing the money wisely in the stock-market. Catering to every taste

and every need, newspapers present the whole world. Totally they play a

vital role in life and part of human beings.

Visual & Graphical Effects:

This factor carries a factor load (.633) in the present case Factor Analysis

which clearly indicates its dominance and the associated attributes for the

same as they make an overall impact on the reader group and the relevant

referral by the associated ones.

In a fast changing world of information technology, the existence of print

media would have been in danger, as it was feared that it would be

overtaken by the television and the Internet.


139

But the increase in readership of many quality newspapers and magazines

prove that the print media will always have a major role in everyday life

of a person who wants to be well informed.

Visual aspects covers photographs, illustrations, charts, informational

graphics, maps, sketches, cartoons, motion pictures, headlines, colors and

text and organizes all the elements into a design that attracts readers and

communicates vital information.

Visual presentation of an event would not only make for an attractive

presentation of the story but also enhance the overall design of the page.

An infographist can play a role in deciding on page layouts that afford

easy readability which would lend itself well to the reader.

All areas of the news require designers who can work with reporters and

editors to create a compelling package. While the design of the front page

or magazine cover remains critically important, designers also contribute

to sports, features, business, the arts and advertising.

Easy accessibility, affordability, portability and above all, the authenticity

of information makes print media so essential to the audience without any

discrimination on economic standards.

In a run for competition, it has become necessary for the publisher to be

alive to the growing expectations of a reader. It is a widely acknowledged

fact that the reader wants to go through the newspaper without strain, and

expects a wide spectrum of news presented in an enjoyable style, that

encompassed a visually impressive and crisp format. This becomes

important especially with supplements and children sections of the paper

as well. The entertainment section, economic section or science sections

are the areas where nice looks, understandability and analytical aspects

become clearer with graphical presentations.


140

Descriptive Statistics- Dainik Bhaskar N Mean Std.

Deviation

Minimum Maximum

Wider Coverage 251 4.29 0.799 3 5

Timely Information 251 3.93 0.792 2 5

Absolutely Correct Information 251 3.57 0.852 2 5

Good Image 251 4.25 0.739 3 5

Fair and Unbiased Media Organization 251 3.47 0.896 1 5

Wider Local News coverage 251 3.56 1.11 1 5

Wider National and International News

Coverage 251 4.08 0.63 3 5

Wider Business News Coverage 251 3.41 0.952 1 5

Best for Working Professionals 251 3.63 0.882 2 5

Best for Business Class People 251 3.38 0.893 2 5

Fulfills Youth Requirements 251 4.07 0.8 3 5

Content Quality of News 251 4.27 0.794 3 5

Picture Quality 251 4.08 0.9 2 5

Never Overstate News 251 3.35 0.666 1 4

Reporters are Righteous 251 3.27 0.62 2 4

Reporters are Straight forward and Clear

in presentation of information 251 3.47 0.706 2 5

Not cluttered with too many

Advertisements 251 2.82 0.975 1 4

Only relevant information is provided 251 2.91 0.815 2 4

Provides sufficient information to

female readers 251 3.69 0.872 1 5

Raises social issues judiciously 251 3.62 0.842 2 5

It raises local problems to masses/

national level 251 3.63 0.706 2 5

It provides wider Sports coverage 251 4.03 0.804 2 5

Preference due to Editorial Colum 251 3.9 0.741 2 5

It carries a good team of Professional

Columnist 251 4.09 0.687 3 5

It has attractive cartoons and caricatures 251 3.51 1.056 2 5

It is Fairly Prized 251 4.22 0.691 3 5


information 251 4.39 0.572 3 5

Easy availability at Respondents

residence 251 4.56 0.663 3 5

Hawkers Recommendation for buying 251 2.64 1.436 1 5

Family and Friends Recommendation 251 3.44 1.391 1 5

I purchase it because of attractive

schemes 251 2.81 1.328 1 5


141

Chi-Square Test

Frequencies

P1

Wider Coverage Observed

N

Expected

N

Residual

Neutral 54 83.7 -29.7

Agree 70 83.7 -13.7

Strongly Agree 127 83.7 43.3

Total 251

The respondents in their answer preferred to wider coverage being the

dominant factor as 51 % strongly agree to this factor as they prefer

Dainik Bhaskar News paper because it has wider coverage of all sorts of

news at national and international level.

21%

28%

51%

1

2

3


142

P2

Timely Information

Observed

N

Expected

N

Residual

Disagree 12 62.8 -50.8

Neutral 52 62.8 -10.8

Agree 129 62.8 66.2

Strongly Agree 58 62.8 -4.8

Total 251

The respondents in their answer preferred to Timely Information being

the dominant factor as 51 % agree to this factor as they prefer Dainik

Bhaskar News paper because it has a good record of furnishing Timely

Information of all sorts of news at national and international level.

5%

21%

51%

23%

1

2

3

4


143

P3

Absolutely Correct Information

Observed

N

Expected

N

Residual

Disagree 24 62.8 -38.8

Neutral 95 62.8 32.2

Agree 96 62.8 33.2


Total 251

The respondents in their answer preferred to Absolutely Correct

Information being the dominant factor as 38 % agree to this factor( and

other factors having no dominant influence) as they prefer Dainik

Bhaskar News paper because it has a good record of furnishing

Absolutely Correct Information of all sorts of news at national and

international level.

10%

38%

38%

14%

1

2

3

4


144

P4

Good Image

Observed

N

Expected

N

Residual

Neutral 45 83.7 -38.7

Agree 99 83.7 15.3


Total 251

The respondents in their answer preferred to Good Image of the news

paper being the dominant factor as 43 % strongly agree and 39 %

agree to this factor as they prefer Dainik Bhaskar News paper because it

has a good record and Good Image at national and international level.

18%

39%

43% 1

2

3


145

P5

Fair and Unbiased Media

Organization

Observe

d N

Expecte

d N

Residual

Strongly Disagree 12 50.2 -38.2

Disagree 9 50.2 -41.2

Neutral 103 50.2 52.8

Agree 103 50.2 52.8


Total 251

The respondents in their answer preferred to Fair and Unbiased Media

Organization being the dominant factor as 41 % agree and 9 %

strongly agree to this factor as they prefer Dainik Bhaskar News paper

because it has a good record and Fair and Unbiased Media

Organization at national and international level.

5%4%

41%41%

9%

1

2

3

4

5


146

P6

Wider Local News coverage

Observed

N

Expected

N

Residual


Disagree 52 50.2 1.8

Neutral 24 50.2 -26.2

Agree 122 50.2 71.8


Total 251

The respondents in their answer preferred to Wider Local News

coverage being the fairly dominant factor as 9 % strongly agree and 49

% agree to this factor as they prefer Dainik Bhaskar News paper because

it has a good record and Wider Local News coverage at national level.

4%

21%

9%

49%

17%

1

2

3

4

5


147

P7

Wider National and

International News Coverage

Observed

N

Expected

N

Residual

Neutral 40 83.7 -43.7

Agree 150 83.7 66.3


Total 251

The respondents in their answer preferred to Wider National and

International News Coverage being the dominant factor as 24 %

strongly agree and 60 % agree to this factor as they prefer Dainik

Bhaskar News paper because it has a good record and Wider National

and International News Coverage.

16%

60%

24%

1

2

3


148

P8

Wider Business News Coverage

Observed

N

Expected

N

Residual


Disagree 25 50.2 -25.2

Neutral 84 50.2 33.8

Agree 108 50.2 57.8


Total 251

The respondents in their answer preferred to Wider Business News

Coverage being fairly dominant factor as 10 % strongly agree and 43

% agree (other factors not influencing) to this factor and they prefer

Dainik Bhaskar News paper because it has a good record and Wider

Business News Coverage at national and international level.

5%

10%

33%43%

9%

1

2

3

4

5


149

P9

Best for Working Professionals

Observed

N

Expected

N

Residual

Disagree 20 62.8 -42.8

Neutral 101 62.8 38.2

Agree 82 62.8 19.2


Total 251

The respondents in their answer preferred to Best for Working

Professionals being fairly dominant factor as 19 % strongly agree and

33 % agree (other factors not influencing) to this factor and they prefer

Dainik Bhaskar News paper because it has a good stuff for and Best for

Working Professionals at national and international level.

8%

40%

33%

19%

1

2

3

4


150

P10

Best for Business Class People

Observed

N

Expected

N

Residual

Disagree 46 62.8 -16.8

Neutral 87 62.8 24.2

Agree 94 62.8 31.2


Total 251

The respondents in their answer preferred to Best for Business Class

People being fairly dominant factor as 10 % strongly agree and 37 %

agree (other factors not influencing) to this factor and they prefer

Dainik Bhaskar News paper because it has a good stuff for and Best for

Business Class People at national and international level containing and

presenting useful information for them.

18%

35%

37%

10%

1

2

3

4


151

P11

Fulfills Youth Requirement Observed

N

Expected

N

Residual

Neutral 72 83.7 -11.7

Agree 90 83.7 6.3


Total 251

The respondents in their answer preferred to Fulfills Youth

Requirement being fairly dominant factor as 35 % strongly agree and


Dainik Bhaskar News paper because it has a good stuff for and Fulfills

Youth Requirement of national and international level containing and


29%

36%

35%

1

2

3


152

P12

Content Quality of News

Observed

N

Expected

N

Residual

Neutral 54 83.7 -29.7

Agree 75 83.7 -8.7


Total 251

The respondents in their answer preferred to Content Quality of News

being dominant factor as 49 % strongly agree and 30 % agree (other

factors not influencing) to this factor and they prefer Dainik Bhaskar

News paper because it has a good stuff for and Content Quality of News

of national and international level containing and presenting useful

information for them.

21%

30%

49%1

2

3


153

P13

Picture Quality

Observed

N

Expected

N

Residual

Disagree 14 62.8 -48.8

Neutral 50 62.8 -12.8

Agree 89 62.8 26.2


Total 251

The respondents in their answer preferred to Picture Quality being

dominant factor as 39 % strongly agree and 35 % agree (other factors

not influencing) to this factor and they prefer Dainik Bhaskar News

paper because it has a good stuff for and Picture Quality of national and

international level containing and presenting useful information for them.

6%

20%

35%

39% 1

2

3

4


154

P14

Never Overstate News

Observed

N

Expected

N

Residual


Neutral 137 83.7 53.3

Agree 105 83.7 21.3

Total 251

The respondents in their answer preferred to be neutral on the factor that

it Never Overstate News as 42 % agree and 54 % are neutral (other

factors not influencing) to this factor and they prefer Dainik Bhaskar

News paper because a fair segment prefers news to be stated in its true

soul while a major segment remains neutral for this statement. Though a

larger segment of population does not mind whether the news is stated in

its true soul, it seems they read news for the sake of information only.

4%

54%

42%1

2

3


155

P15

Reporters are Righteous

Observed

N

Expected

N

Residual

Disagree 23 83.7 -60.7

Neutral 136 83.7 52.3

Agree 92 83.7 8.3

Total 251


it Reporters are Righteous as 37 % agree and 54 % are neutral

(other factors not influencing) to this factor and they prefer Dainik

Bhaskar News paper because a fair segment prefers news Reporters to

be Righteous while a major segment remains neutral for this statement.

Though a larger segment of population does not mind whether the

Reporters are Righteous, it seems they read news for the sake of

information only.

9%

54%

37%

1

2

3


156

P16

Reporters are Straight forward

and Clear in presentation of

information

Observed

N

Expected

N

Residual

Disagree 9 62.8 -53.8

Neutral 138 62.8 75.2

Agree 82 62.8 19.2


Total 251


it Reporters are Straight forward and Clear in presentation of

information as 9 % strongly agree, 33% agree and 55 % are neutral

(other factors not influencing) to this factor and they prefer Dainik

Bhaskar News paper because a reasonably considerable segment prefers

news Reporters are Straight forward and Clear in presentation of

information while a major segment remains neutral for this statement.


Reporters are straight forward and Clear in presentation of

information, it seems they read news for the sake of information only.

3%

55%

33%

9%

1

2

3

4


157

P17


Advertisements

Observed

N

Expected

N

Residual


Disagree 77 62.8 14.2

Neutral 74 62.8 11.2

Agree 77 62.8 14.2

Total 251

The respondents in their answer are divided on the factor that it is Not

cluttered with too many Advertisements as 31 % agree, 31% disagree

and 29 % are neutral (other factors not influencing) to this factor and

they prefer Dainik Bhaskar News paper because a reasonably

considerable segment prefers news paper is Not cluttered with too many

Advertisements while a equally considerably segment remains neutral

for this statement because at times advertisement are useful as well

regarding offers, classifieds, job vacancies, tenders etc.

9%

31%

29%

31% 1

2

3

4


158

P18

Only relevant information

is provided

Observed

N

Expected

N

Residual

Disagree 95 83.7 11.3

Neutral 83 83.7 -0.7

Agree 73 83.7 -10.7

Total 251

The respondents in their answer preferred to disagree on the factor that it

Only relevant information is provided as 38% agree and 83 %

disagree and 73% remain neutral (other factors not influencing) to

this factor and they prefer Dainik Bhaskar News paper because a

dominant segment prefers not Only relevant information. Though a

significant segment of population does not mind whether the only

relevant information is provided, it seems they read news for the sake

of information only.

38%

83

73

1

2

3


159

P19

Provides sufficient information

to female readers

Observed

N

Expected

N

Residual


Neutral 75 62.8 12.2

Agree 132 62.8 69.2


Total 251

The respondents in their answer preferred to be agree on the factor that it

Provides sufficient information to female readers as 52 % agree and

13 % strongly agree (other factors not influencing) to this factor and

they prefer Dainik Bhaskar News paper because it Provides sufficient

information to female readers.

5%

30%

52%

13%

1

2

3

4


160

P20

Raises social issues judiciously Observed

N

Expected

N

Residual

Disagree 14 62.8 -48.8

Neutral 112 62.8 49.2

Agree 80 62.8 17.2


Total 251


it Raises social issues judiciously as 18 % strongly agree, 32% agree


they prefer Dainik Bhaskar News paper because a reasonably

considerable segment prefers news paper Raises social issues judiciously

while a significant segment remains neutral for this statement. Though a

segment of population does not mind whether the Raises social issues

judiciously, it seems they read news for the sake of information only.

5%

45%

32%

18%

1

2

3

4


161

P21

It raises local problems to masses

/national level

Observed

N

Expected

N

Residual

Disagree 9 62.8 -53.8

Neutral 99 62.8 36.2

Agree 119 62.8 56.2


Total 251

The respondents in their answer preferred to be agree on the factor that It

raises local problems to masses/ national level as 47 % agree and 10

% strongly agree (other factors not influencing) to this factor and they

prefer Dainik Bhaskar News paper because It raises local problems to

masses/ national level.

4%

39%

47%

10%

1

2

3

4


162

P22

It provides wider Sports

coverage

Observed

N

Expected

N

Residual

Disagree 14 62.8 -48.8

Neutral 35 62.8 -27.8

Agree 131 62.8 68.2


Total 251


provides wider Sports coverage as 52 % agree and 28 % strongly


Dainik Bhaskar News paper because It provides wider Sports coverage.

6%

14%

52%

28%

1

2

3

4


163

P23

Preference due to

Editorial Colum

Observed

N

Expected

N

Residual

Disagree 11 62.8 -51.8

Neutral 50 62.8 -12.8

Agree 144 62.8 81.2


Total 251

The respondents in their answer preferred to be agree on the factor that

they Prefer due to Editorial Colum as 57 % agree and 18 % strongly


Dainik Bhaskar News paper because Preference due to Editorial

Colum.

5%

20%

57%

18%

1

2

3

4


164

P24

It carries a good team of

Professional Columnist

Observed

N

Expected

N

Residual

Neutral 49 83.7 -34.7

Agree 131 83.7 47.3


Total 251


carries a good team of Professional Columnist as 52 % agree and 28


prefer Dainik Bhaskar News paper because Preference due to Editorial

Colum.

20%

52%

28%

1

2

3


165

P25

It has attractive cartoons

and caricatures

Observed

N

Expected

N

Residual

Disagree 49 62.8 -13.8

Neutral 85 62.8 22.2

Agree 58 62.8 -4.8


Total 251

The respondents in their answer preferred to be agree though 34 %

remains neutral on the factor that It has attractive cartoons and

caricatures as 23 % agree and 23 % strongly agree (other factors not

influencing) to this factor and they prefer Dainik Bhaskar News paper

because It has attractive cartoons and caricatures. A significant

segment of respondents do not bother to this aspect which may be due to

lack of creative understanding or casual reading habits.

20%

34%23%

23%

1

2

3

4


166

P26

It is Fairly Prized

Observed

N

Expected

N

Residual

Neutral 38 83.7 -45.7

Agree 119 83.7 35.3


Total 251


is Fairly Prized as 47 % agree and 38 % strongly agree (other factors

not influencing) to this factor and they prefer Dainik Bhaskar News

paper because It is Fairly Prized.

15%

47%

38%

1

2

3


167

P27

Supplements carry interesting

and useful information

Observed

N

Expected

N

Residual

Neutral 11 83.7 -72.7

Agree 131 83.7 47.3


Total 251


Supplements carry interesting and useful information as 52 % agree

and 44 % strongly agree (other factors not influencing) to this factor

and they prefer Dainik Bhaskar News paper because Supplements carry

interesting and useful information.

4%

52%

44% 1

2

3


168

P28

Easy availability at Respondents

residence

Observed

N

Expected

N

Residual

Neutral 24 83.7 -59.7

Agree 63 83.7 -20.7


Total 251


Easy availability at Respondents residence as 25 % agree and 65 %

strongly agree (other factors not influencing) to this factor and they

prefer Dainik Bhaskar News paper because of Easy availability at

Respondents residence.

10%

25%

65%

1

2

3


169

P29

Hawkers Recommendation

for buying

Observed

N

Expected

N

Residual

Strongly Disagree 67 62.8 4.2

Disagree 64 62.8 1.2

Neutral 66 62.8 3.2


Total 251

The respondents in their answer are divided on the factor that Hawkers

Recommendation for buying as 22 % strongly disagree, 25%

disagree and 26 % are neutral (other factors not influencing) to this

factor and they prefer Dainik Bhaskar News paper because a reasonably

considerable segment prefers news paper is Not because of Hawkers

Recommendation for buying while a equally considerably segment

remains neutral for this statement because at times other factors and

schemes, supplements etc play a dominant role.

27%

25%

26%

22%

1

2

3

4


170

P30

Family and Friends

Recommendation

Observed

N

Expected

N

Residual


Disagree 14 50.2 -36.2

Neutral 52 50.2 1.8

Agree 74 50.2 23.8


Total 251


Family and Friends Recommendation as 27 % agree and 29 %


prefer Dainik Bhaskar News paper because of Family and Friends

Recommendation.

17%

6%

21%

29%

27%

1

2

3

4

5


171

P31

I purchase it because of

attractive schemes

Observed

N

Expected

N

Residual


Disagree 76 50.2 25.8

Neutral 62 50.2 11.8

Agree 26 50.2 -24.2


Total 251

The respondents in their answer preferred to be disagree on the factor that

they purchase it because of attractive schemes as 30 % disagree and

25 % strongly disagree (other factors not influencing) to this factor

and they prefer Dainik Bhaskar News paper not because of attractive

schemes.

17%

30%

25%

10%

18%

1

2

3

4

5


172

Descriptive Statistics - Times

of India Case

N Mean Std.

Deviation

Mini-

mum

Maxi-

mum

Wider Coverage 250 4.33 0.779 3 5

Timely Information 250 3.95 0.787 2 5

Absolutely Correct Information 250 3.56 0.849 2 5

Good Image 250 4.24 0.749 3 5

Fair and Unbiased Media Organization 250 3.48 0.906 1 5

Wider Local News coverage 250 3.57 1.125 1 5

Wider National and International

News Coverage 250 4.1 0.616 3 5

Wider Business News Coverage 250 3.41 0.958 1 5

Best for Working Professionals 250 3.61 0.9 2 5

Best for Business Class People 250 3.37 0.902 2 5

Fulfills Youth Requirements 250 4.07 0.813 3 5

Content Quality of News 250 4.28 0.768 3 5

Picture Quality 250 4.09 0.871 2 5

Never Overstate News 250 3.34 0.699 1 4

Reporters are Righteous 250 3.28 0.622 2 4


presentation of information 250 3.47 0.723 2 5

Not cluttered with too many Advertisements 250 2.77 0.983 1 4

Only relevant information is provided 250 2.91 0.812 2 4

Provides sufficient information to female

readers 250 3.7 0.879 1 5

Raises social issues judiciously 250 3.66 0.835 2 5

It raises local problems to masses/ national

level 250 3.62 0.719 2 5

It provides wider Sports coverage 250 4.04 0.793 2 5

Preference due to Editorial Colum 250 3.89 0.757 2 5

It carries a good team of Professional

Columnist 250 4.09 0.691 3 5

It has attractive cartoons and caricatures 250 3.52 1.061 2 5

It is Fairly Prized 250 4.23 0.683 3 5


information 250 4.38 0.583 3 5

Easy availability at Respondents residence 250 4.56 0.663 3 5

Hawkers Recommendation for buying 250 2.63 1.481 1 5

Family and Friends Recommendation 250 3.4 1.443 1 5

I purchase it because of attractive schemes 250 2.78 1.366 1 5


173

Chi-Square Test -

Frequencies

P1

Wider Coverage Observed N Expected N Residual

Neutral 48 83.3 -35.3

Agree 72 83.3 -11.3


Total 250

The respondents in their answer preferred to wider coverage being the

dominant factor as 52 % strongly agree and 29 % agree to this factor as

they prefer Times of India Newspaper because it has wider coverage of

all sorts of news at national and international level.

19%

29%

52%


174

P2

Timely Information Observed N Expected N Residual

Disagree 12 62.5 -50.5

Neutral 48 62.5 -14.5

Agree 131 62.5 68.5


Total 250

The respondents in their answer preferred to Timely Information being

the dominant factor as 50 % agree, 26 % strongly agree to this factor as

they prefer Times of India Newspaper because it has a good record of

furnishing Timely Information of all sorts of news at national and

international level.

2%

10%

26%

12%

50%


175

P3

Absolutely Correct

Information

Observed

N

Expected

N

Residual

Disagree 24 62.5 -38.5

Neutral 97 62.5 34.5

Agree 94 62.5 31.5


Total 250

The respondents in their answer preferred to Absolutely Correct

Information being the dominant factor as 38 % agree and 14 %

strongly agree to this factor( and other factors having no dominant

influence) as they prefer Times of India Newspaper because it has a good

record of furnishing Absolutely Correct Information of all sorts of

news at national and international level.

9%

39%

38%

14%


176

P4

Good Image Observed N Expected N Residual

Neutral 47 83.3 -36.3

Agree 96 83.3 12.7


Total 250

The respondents in their answer preferred to Good Image of the news

paper being the dominant factor as 43 % strongly agree and 38 %

agree to this factor as they prefer Times of India Newspaper because it

has a good record and Good Image at national and international level.

19%

38%

43%


177

P5

Fair and Unbiased Media

Organization

Observed

N

Expected

N

Residual

Strongly Disagree 12 50 -38

Disagree 11 50 -39

Neutral 97 50 47

Agree 106 50 56

Strongly Agree 24 50 -26

Total 250

The respondents in their answer preferred to Fair and Unbiased Media

Organization being the dominant factor as 42 % strongly agree and 10

% agree to this factor as they prefer Times of India News paper because

it has a good record and Fair and Unbiased Media Organization at

national and international level.

5%4%

39%42%

10%

1

2

3

4

5


178

P6

Wider Local News coverage

Observed

N

Expected

N

Residual


Disagree 48 50 -2

Neutral 24 50 -26

Agree 121 50 71


Total 250

The respondents in their answer preferred to Wider Local News

coverage being the fairly dominant factor as 18 % strongly agree and

48 % agree to this factor as they prefer Times of India News paper

because it has a good record and Wider Local News coverage at national

level.

5%

19%

10%

48%

18%

1

2

3

4

5


179

P7

Wider National and

International News Coverage

Observed

N

Expected

N

Residual

Neutral 36 83.3 -47.3

Agree 153 83.3 69.7


Total 250

The respondents in their answer preferred to Wider National and

International News Coverage being the dominant factor as 24 %

strongly agree and 61 % agree to this factor as they prefer Times of

India News paper because it has a good record and Wider National and

International News Coverage.

15%

61%

24%

1

2

3


180

P8

Wider Business News

Coverage

Observed

N

Expected

N

Residual


Disagree 25 50 -25

Neutral 84 50 34

Agree 106 50 56


Total 250

The respondents in their answer preferred to Wider Business News

Coverage being fairly dominant factor as 9 % strongly agree and 42 %


Times of India News paper because it has a good record and Wider

Business News Coverage at national and international level.

5%

10%

34%42%

9%

1

2

3

4

5


181

P9

Best for Working

Professionals

Observed

N

Expected

N

Residual

Disagree 24 62.5 -38.5

Neutral 97 62.5 34.5

Agree 82 62.5 19.5


Total 250

The respondents in their answer preferred to Best for Working

Professionals being fairly dominant factor as 19 % strongly agree and


Times of India News paper because it has a good stuff for and Best for

Working Professionals at national and international level.

9%

39%

33%

19%

1

2

3

4


182

P10

Best for Business Class

People

Observed

N

Expected

N

Residual

Disagree 48 62.5 -14.5

Neutral 85 62.5 22.5

Agree 93 62.5 30.5


Total 250

The respondents in their answer preferred to Best for Business Class

People being fairly dominant factor as 10 % strongly agree and 37 %


Times of India News paper because it has a good stuff for and Best for

Business Class People at national and international level containing and


19%

34%

37%

10%

1

2

3

4


183

P11

Fulfills Youth Requirements

Observed

N

Expected

N

Residual

Neutral 74 83.3 -9.3

Agree 84 83.3 0.7


Total 250

The respondents in their answer preferred to Fulfills Youth

Requirement being fairly dominant factor as 37 % strongly agree and


Times of India News paper because it has a good stuff for and Fulfills

Youth Requirement of national and international level containing and


29%

34%

37%

1

2

3


184

P12

Content Quality of News

Observed

N

Expected

N

Residual

Neutral 48 83.3 -35.3

Agree 83 83.3 -0.3


Total 250

The respondents in their answer preferred to Content Quality of News

being dominant factor as 48 % strongly agree and 33 % agree (other

factors not influencing) to this factor and they prefer Times of India

News paper because it has a good stuff for and Content Quality of News

of national and international level containing and presenting useful

information for them.

19%

33%

48%1

2

3


185

P13

Picture Quality Observed N Expected N Residual

Disagree 12 62.5 -50.5

Neutral 48 62.5 -14.5

Agree 95 62.5 32.5


Total 250

The respondents in their answer preferred to Picture Quality being

dominant factor as 38 % strongly agree and 38 % agree (other factors

not influencing) to this factor and they prefer Times of India News paper

because it has a good stuff for and Picture Quality of national and

international level containing and presenting useful information for them.

5%

19%

38%

38%1

2

3

4


186

P14

Never Overstate News Observed N Expected N Residual


Neutral 133 83.3 49.7

Agree 106 83.3 22.7

Total 250


it Never Overstate News as 42 % agree and 53 % are neutral (other

factors not influencing) to this factor and they prefer Times of India

News paper because a fair segment prefers news to be stated in its true

soul while a major segment remains neutral for this statement. Though a

larger segment of population does not mind whether the news is stated in

its true soul, it seems they read news for the sake of information only.

5%

53%

42% 1

2

3


187

P15

Reporters are Righteous Observed N Expected N Residual

Disagree 23 83.3 -60.3

Neutral 134 83.3 50.7

Agree 93 83.3 9.7

Total 250


it Reporters are Righteous as 37 % agree and 54 % are neutral

(other factors not influencing) to this factor and they prefer Times of

India News paper because a fair segment prefers news Reporters to be

Righteous while a major segment remains neutral for this statement.


Reporters are Righteous, it seems they read news for the sake of

information only.

9%

54%

37%

1

2

3


188

P16

Reporters are Straight forward

and Clear in presentation

of information

Observed

N

Expected

N

Residual

Disagree 11 62.5 -51.5

Neutral 134 62.5 71.5

Agree 82 62.5 19.5


Total 250


it Reporters are Straight forward and Clear in presentation of

information as 9 % strongly agree, 33% agree and 54 % are neutral

(other factors not influencing) to this factor and they prefer Times of

India News paper because a reasonably considerable segment prefers

news Reporters are Straight forward and Clear in presentation of

information while a major segment remains neutral for this statement.


Reporters are straight forward and Clear in presentation of

information, it seems they read news for the sake of information only.

4%

54%

33%

9%

1

2

3

4


189

P17


Advertisements

Observed

N

Expected

N

Residual


Disagree 81 62.5 18.5

Neutral 71 62.5 8.5

Agree 73 62.5 10.5

Total 250

The respondents in their answer are divided on the factor that it is Not

cluttered with too many Advertisements as 29 % agree, 33% disagree


they prefer Times of India News paper because a reasonably considerable

segment prefers news paper is Not cluttered with too many

Advertisements while a equally considerably segment remains neutral

for this statement because at times advertisement are useful as well

regarding offers, classifieds, job vacancies, tenders etc.

10%

33%

28%

29%

1

2

3

4


190

P18

Only relevant information

is provided

Observed

N

Expected

N

Residual

Disagree 94 83.3 10.7

Neutral 84 83.3 0.7

Agree 72 83.3 -11.3

Total 250

The respondents in their answer preferred to disagree on the factor that it

Only relevant information is provided as 29% agree and 37 %

disagree and 34% remain neutral (other factors not influencing) to

this factor and they prefer Times of India News paper because a dominant

segment prefers not Only relevant information. Though a significant

segment of population does not mind whether the only relevant

information is provided, it seems they read news for the sake of

information only.

37%

34%

29%

1

2

3


191

P19

Provides sufficient information

to female readers

Observed

N

Expected

N

Residual


Neutral 73 62.5 10.5

Agree 131 62.5 68.5


Total 250

The respondents in their answer preferred to be agree on the factor that it

Provides sufficient information to female readers as 52 % agree and

14 % strongly agree (other factors not influencing) to this factor and

they prefer Times of India News paper because it Provides sufficient

information to female readers.

5%

29%

52%

14%

1

2

3

4


192

P20

Raises social issues

judiciously

Observed

N

Expected

N

Residual

Disagree 12 62.5 -50.5

Neutral 107 62.5 44.5

Agree 84 62.5 21.5


Total 250


it Raises social issues judiciously as 19 % strongly agree, 33% agree


they prefer Times of India Newspaper because a reasonably considerable

segment prefers news paper Raises social issues judiciously while a

significant segment remains neutral for this statement. Though a segment

of population does not mind whether the Raises social issues

judiciously, it seems they read news for the sake of information only.

5%

43%

33%

19%

1

2

3

4


193

P21

It raises local problems to

masses/ national level

Observed

N

Expected

N

Residual

Disagree 11 62.5 -51.5

Neutral 96 62.5 33.5

Agree 119 62.5 56.5


Total 250


raises local problems to masses/ national level as 48 % agree and 10


prefer Times of India Newspaper because It raises local problems to

masses/ national level.

4%

38%

48%

10%

1

2

3

4


194

P22

It provides wider

Sports coverage

Observed

N

Expected

N

Residual

Disagree 12 62.5 -50.5

Neutral 37 62.5 -25.5

Agree 129 62.5 66.5


Total 250


provides wider Sports coverage as 51 % agree and 29 % strongly


Times of India Newspaper because It provides wider Sports coverage.

5%

15%

51%

29%

1

2

3

4


195

P23

Preference due to

Editorial Colum

Observed

N

Expected

N

Residual

Disagree 13 62.5 -49.5

Neutral 48 62.5 -14.5

Agree 143 62.5 80.5


Total 250


they Prefer due to Editorial Colum as 57 % agree and 19 % strongly


Times of India Newspaper because Preference due to Editorial Colum.

5%

19%

57%

19%

1

2

3

4


196

P24

It carries a good team of

Professional Columnist

Observed

N

Expected

N

Residual

Neutral 49 83.3 -34.3

Agree 129 83.3 45.7


Total 250


carries a good team of Professional Columnist as 52 % agree and 29


prefer Times of India Newspaper because Preference due to Editorial

Colum.

19%

52%

29%

1

2

3


197

P25

It has attractive cartoons

and caricatures

Observed

N

Expected

N

Residual

Disagree 49 62.5 -13.5

Neutral 83 62.5 20.5

Agree 58 62.5 -4.5


Total 250

The respondents in their answer preferred to be agree though 34 %

remains neutral on the factor that It has attractive cartoons and

caricatures as 23 % agree and 24 % strongly agree (other factors not

influencing) to this factor and they prefer Times of India Newspaper

because It has attractive cartoons and caricatures. A significant

segment of respondents do not bother to this aspect which may be due to

lack of creative understanding or casual reading habits.

20%

33%23%

24%

1

2

3

4


198

P26

It is Fairly Prized Observed N Expected N Residual

Neutral 36 83.3 -47.3

Agree 121 83.3 37.7


Total 250


is Fairly Prized as 47 % agree and 37 % strongly agree (other factors

not influencing) to this factor and they prefer Times of India Newspaper

because It is Fairly Prized.

15%

48%

37%

1

2

3


199

P27

Supplements carry interesting

and useful information

Observed

N

Expected

N

Residual

Neutral 13 83.3 -70.3

Agree 130 83.3 46.7


Total 250


Supplements carry interesting and useful information as 52 % agree

and 43 % strongly agree (other factors not influencing) to this factor

and they prefer Times of India Newspaper because Supplements carry

interesting and useful information.

5%

52%

43% 1

2

3


200

P28

Easy availability at

Respondents residence

Observed

N

Expected

N

Residual

Neutral 24 83.3 -59.3

Agree 61 83.3 -22.3


Total 250


Easy availability at Respondents residence as 25 % agree and 66 %


prefer Times of India Newspaper because of Easy availability at

Respondents residence.

10%

24%

66%

1

2

3


201

P29

Hawkers Recommendation

for buying

Observed

N

Expected

N

Residual

Strongly Disagree 73 62.5 10.5

Disagree 60 62.5 -2.5

Neutral 60 62.5 -2.5


Total 250

The respondents in their answer are divided on the factor that Hawkers

Recommendation for buying as 29 % strongly disagree, 24%

disagree and 24 % are neutral (other factors not influencing) to this

factor and they prefer Times of India Newspaper because a reasonably

considerable segment prefers news paper is Not because of Hawkers

Recommendation for buying while a equally considerably segment

remains neutral for this statement because at times other factors and

schemes, supplements etc play a dominant role.

29%

24%

24%

23%1

2

3

4


202

P30

Family and Friends

Recommendation

Observed

N

Expected

N

Residual


Disagree 12 50 -38

Neutral 48 50 -2

Agree 71 50 21

Strongly Agree 70 50 20

Total 250


Family and Friends Recommendation as 28 % agree and 28 %


prefer Times of India Newspaper because of Family and Friends

Recommendation.

20%

5%

19%

28%

28%

1

2

3

4

5


203

P31

I purchase it because of

attractive schemes

Observed

N

Expected

N

Residual


Disagree 72 50 22

Neutral 59 50 9

Agree 24 50 -26


Total 250

The respondents in their answer preferred to be disagree on the factor that

they purchase it because of attractive schemes as 29 % disagree and

24 % strongly disagree (other factors not influencing) to this factor

and they prefer Times of India Newspaper not because of attractive

schemes.

20%

29%

24%

9%

18%

1

2

3

4

5

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