Advertisers' Media Preferences Survey of Vijay Karnataka Newspaper

Advertisers preferences towards Vijay Karnataka as an effective advertising
media.

CONTENTS

Part – A
 Executive summary
 Introduction of Vijay karnataka
 Organization profile
 Organization structure

Part – B
 Research methodology
 Topic of the study
 Objectives
 Purpose of the study
 Scope of the study
 Limitations
 Data collection method

Part – C
 Data analysis & interpretation
 Findings
 Suggestions
 Conclusion

Part – D
 Annexure
 Questionnaire
 Bibliography

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EXECUTIVE SUMMARY

Today’s dynamic & competitive marketing world marketer trying to fulfill
the needs & wants of customer in an effective ways better than the competitors.
Promotional activities including advertising are powerful tools through which a
company reaches its target audience, and conveys the benefits, features, price, and
availability of the product, service, or idea in the offering. Advertising is persuasive,
informative, and is designed to influence the purchasing behavior of the prospective
customer.
The study attempts to analyze and determine “A study on advertiser’s
preferences towards Vijay Karnataka as an effective advertising media” and also find
out the satisfaction level towards quality, service, and Price of the V.K. The research
was purely based on the survey conducted in Bagalkot. The sampling technique used
was simple random sampling of advertisers. The data was collected through personal
interview and structured questionnaire. The research instrument used was a
questionnaire which helped in knowing the pulse of the advertisers. The sample size
taken was 50 advertisers. The questionnaire was then analyzed with help of graphs and
charts.

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INTRODUCTION:

Press is called the fourth estate the three other being the legislative and the judiciary.

The press is supposed to play the crucial role of a watchdog to see that the foreside

institutions functions fairly within the constitutional framework and serve the People

for those welfare they created. The moment press ceases to perform this function, it

looses its credibility.

India land of kings and emperors was then ruled even though in absence widespread

education means of communication and transport. In somewhat the message of the

rulers had to reach every corner of the territory. There was no press or newspaper .

Ashoka the great Indian emperor had devised his only means of communication. He

used to publish the imperial edicts on rocks and stone pillars. The news of the day was

published in small pictures drawn on the walls of temples in ink or co lour, which

could be removed easily. Even the moral code was proclaimed through the art of the

monarch to his loving people.

The establishment of the moghul empire in India ushered in a new area in the field of

journalism. The moghul rule organized communication written newspaper of a kind,

were in circulation. Aurangzeb one of the last and great Moghul emperors had to rule

and administer vast territory. The Moghul emperor had an efficient system of

information officers. They had maintained a bureau of intelligence

In every provincial capital. News writers were appointed there.

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INDUSTRY OVERVIEW:

HISTORY OF NEWSPAPERS:

The newspaper can initially be defined as a written means of conveying current

information. In this sense the first organized attempt to provide such a service occurred

in ancient Rome, where new letters conveyed what was going on in the capital to the

farther reach of the Roman Empire. During Julius Caesar’s reign their was also the

“Actadiurna”daily announcements of the Government and other activities that were

posted in the capitals public place

The earliest printed news bulletins appeared in china, with a court gazette issued

during the T’sang dynasty (618-906BC)and read primarily by government officials,

although scholars were later added to its readership. A later significant development

after cited by historians was the issuing of news letter by the

Fugger family of Germany, a powerful clan of merchants of bankers in the 15 th and

16th centuries. there agents operated in nearly every part of the known world and sent

in reports of business of other affairs from their posts . The reports were combined and

circulated by means of the news letters to all the units in fogger an organization.”

Newspaper history in India is inextricably tangled with political history," wrote A. E.

Charlton (Wolseley 3). James Augustus Hicky was the founder of India's first

newspaper, the Calcutta General Advertiser also known as Hicky's Bengal Gazette, in

1780. Soon other newspapers came into existence in Calcutta and Madras: the Calcutta

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Gazette, the Bengal Journal, the Oriental Magazine, the Madras Courier and the

Indian Gazette. While the India Gazette enjoyed governmental patronage including

free postal circulation and advertisements, Hicky's Bengal Gazette earned the rulers'

wrath due to its criticism of the government. In November 1780 its circulation was

halted by government decree. Hicky protested against this arbitrary harassment

without avail, and was imprisoned. The Bengal Gazette and the India Gazette were

followed by the Calcutta Gazette which subsequently became the government's

"medium for making its general orders" (Sankhdher 24-32). The Bombay Herald , The

Statesmen in Calcutta and the Madras Mail and The Hindu, along with many other

rivals in Madras represented the metropolitan voice of India and its people. While

Statesman voiced the English rulers' voice, The Hindu became the beacon of

patriotism in the South. The Hindu was founded in Madras as a counter to the Madras

Mail. Patriotic movements grew in proportion with the colonial ruthlessness, and a

vehicle of information dissemination became a tool for freedom struggle. In the

struggle for freedom, journalists in the twentieth century performed a dual role as

professionals and nationalists.

Indeed many national leaders, from Gandhi to Vajpayee, were journalists as well.

Calcutta, Madras, Bombay and Delhi were four main centers of urban renaissance

which nourished news in India. It was only during and after the seventies, especially

after Indira Gandhi's defeat in 1977, that regional language newspapers became

prevalent. There were nationalistic echoes from the linguistic regional provinces.

Bengal, Gujarat, Tamil, Karalla, Punjab and Uttar Pradesh produced dailies in regional

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languages. Hindi and Urdu were largely instrumental in voicing the viewpoints and

aspirations of both Hindus and Muslims of the Northern provinces.

As communalism and religious intolerance increased before and after partition, Urdu

remained primarily the language of Muslims, as Pakistan chose this language as its

lingua franca. After partition, the cause of Urdu and its newspapers, suffered a setback

as Hindu reactionaries began to recognize the association of Urdu with Islam and

Pakistan

VIJAYANAND PRINTERS LIMITED BAGALKOT

VIJAYANAD PRINTERS LIMITED

S.P.L.9, KSSIDC INDUSTRIAL ESTATE

BAGALKOT -547101

08354-234106

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ORGANISATION PROFILE :

Vijay Karnataka is one of the most known and fast moving newspapers in Kannada.

The effective management made this organization into a big and successful

organization. The audit bureau of circulation (ABC) has given the number one

circulation of India for Vijay Karnataka It was the dream of north Karnataka to have a

Kannada daily newspaper taking care of events of the state in general and north

Karnataka in particular. The dream became when Vijayanand printers and publishers

was established to bring out the most wanted Kannada Daily newspaper “Vijay

Karnataka” an enterprise and a venture by the renowned Vijayanand road lines limited.

Vijay Karnataka is perhaps the first newspaper in the country and in the newspaper

Industry to call itself a multi edition with 10 editions newspaper in a short span of less

than 5 years. The editions are present region wise by almost combining 2 to 5 districts

of Karnataka state.

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OBJECTIVES OF THE ORGANIZATION:

To expand their market into other states.

To modernize the organization by using the hi-tech machines in the production

process

To increase the productivity

To produce newspaper into different languages.

To know the customer attitude towards print advertisement.

To know the services the customers expect from the Vijay Karnataka news

paper.

To know the factors in guiding selection of newspapers for release of ad’s.

The 10 Vijay Karnataka publishing centers are

Bangalore

Gulbarga

Mangalore

Gangavati

Mysore

Hassan

Chitradurga

Hubli-Dharwad

Shimoga

Bagalkot

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DETAILS OF THE COMPANY:

Name of the company :Vijayanand printers Ltd Bagalkot

Address of company :Vijayanand printers and publishers

No SPL 9 KSSIDC industrial

Estate Bagalkot -587101

Phone-234107,2 43105 Fax: 243106

Year of establishment at Bagalkot : 27 November 2001

Type of unit : Proprietorship

Main raw material : Paper

Printing capacity of machine : 20000/hour

Number of circulations : 30000-vijay Karnataka

Chief Editor :Vishweshwar Bhat

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VIJAYANAND PRINTERS AND PUBLISHERS

The VRL group has diversified into the newspaper industry during october1999 Under

the banner of Vijayanand printers and publishers.

OBJECTIVES:

To serve Kannadigas and Karnataka in particular and the country in

general

To provide unbiased news well in time.

To provide sumptuous reading material for the readers to update their

knowledge and entertain them.

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CORE VALUES:

They strive for excellence in everything they think, say and do. The values that guide

their thought and action are:

Innovation and Continuous learning: They provide an environment of

innovation and learning that fosters, in each one of them, a desire to

excel and willingness to experiment.

Truth and integrity: Their business practices are guided by highest

ethical standards of truth, integrity and transparency.

Respect for the individuals: They bring out the best in individuals by

nurturing team spirit, individual development and self esteem spirit.

Quality services: To provide quality service and product to the public.

COMPANY’S VISION AND MISSION

VISION:

To be the leading newspaper admired globally for its innovation and quality.

MISSION:

To be always the no.1 newspaper that it is present and serve the Public.

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ORGANISATION CHART:

Vijayanand Printers Ltd

President

Vice President Directors

Chief Editor

Resident Editor/Associate Editor

Assistant Editor (2) Response Manager R M D Manager

Response Promoters R M D Promoters
New Editor

Chief Reporter Deputy News Editor District Correspondent

Principle Correspondent side spl correspondent

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Chief Copy Editor (2) Chief Copy Editor Chief Copy Editor Photographer
(Gen Desk) (Mofful Desk) Sports

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BUREAU CHIEF

BUREAU CHIEF

Response RMD Production
Edition Chief Account
section department department
section

Copy Editor Accounts Response in- RMD Production
Charge department Manager

Response Staff
Executive
Copy editor Reporters

Computor
operator Pre-press Printers Electrician

Helpers

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OVERVIEW OF THE DIFFERENT DEPARTMENTS OF VPL

BAGALKOT:

There are four departments of Vijay Karnataka in Bagalkot, they are;

1. Editorial department.

2. RMD department.

3. Production department.

4. Response[Advertisement] department.

 EDITORIAL DEPARTMENT:

The news comes to editing department through various sources. Vijay Karnataka has

Appointed stringers for each Taluka and has appointed the agent at the village level.

These agents and stringers send the news through:

1. Courier

2. Modem or internet.

3. Fax.

The news is also received through reporters.

Sometimes news is also collected through direct customer. After this the above

collected rough information is edited and converted in the precise attractive manner to

the readers. The information is then typed and the paginators prepare the pages using

DTP technology and send these pages to production department. The front page, last

page (sports page), editorial page and special pages are received through e-mail from

the Bangalore editorial department. The resident editor gives final approval to print.

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 R M D DEPARTMENT

It is the most important department, which takes care of all the activities of circulation.

There are 4 members in the circulation department, out of them 2 members maintains

all the accounts of each and every agent. The other 2 members controls the circulation

work

The total number of agents is 280. This number is increasing very rapidly. At the time

of appointing the agent deposit of Rs.100/-is taken/copy. If any of the agent does not

follow the terms and condition those agents will be rejected. If any agent wants to

increase or decrease their number of copies, the agent should inform in the written

form only.

 FUNCTIONS:

1. Receiving the printed papers from the production department.

2. Packing and refilling the order.

3. Dispatching as per requirements.

4. Suggestions from agents in distribution channel.

5. Appointing new agents

6. Receiving bills from the agents monthly through DD/Cash

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RESPONSIBILITIES:

Increase sales volume of paper

Generates security deposits

Designing the routes

Maintenance of records relating to circulation.

Within just 120 days of its launching “Vijay Karnataka” has been able to achieve

tremendous growth in terms of circulation. The present edition wise number of edition

wise number of circulation is –

Total number of circulations of leading papers in Bagalkot district:

Vijay Karnataka Samyukta Karnataka Prajavani

30,000 20,000 22,000

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 PRODUCTION DEPARTMENT

Production department is one where the actual printing takes place. The raw materials

used in production department are –

Paper

Ink

Plates

Papers: The raw paper for the production of the news papers are purchased from

“Mysore paper mills Bhadravati” two sizes of papers are purchased.

1.70cm paper

2.35cm paper

The 70cms papers are used for all the pages except central single page.

The 35cms paper is used for central single page.

There are two qualities of paper in 70 cms:

49 GSM –The paper is of top quality, this paper is used for first & last pages

only.

45 GSM –This paper is of lesser quality. This is used for all the pages, except

first and last page.

INK:

To print on the paper ink is transported from Hubli press, which is purchase from

“Hindustan Inks”Kolhapur.

There are four types of inks used in printing they are-

Cyan

Vallenta

Yellow
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Black

The news items are rearranged by the paste up artists as per guidance of the editor,

editor rearranges the news items. The plate makers make the final plates for printing

by using advanced technology machines and these are sent to printing. The news on

the plates are printed on the blankets which are inside the machine. Lastly the news on

blankets are printed on the paper. The plates are purchased from “Technology.

Company” Madras These are 25-35 plates are required /day.

MANPOWER:

The man power of the production department is 34out of 34 members 18 are

concerned for the printing department and remaining 16 members are for packing.

Production incharge - 1

Printers - 2

Assistant printer - 1

Paste up Department - 4

Electrician - 1

Helpers - 9

Packing - 16

Total - 34

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The persons in the printing department are almost all skilled persons except few

helpers. These persons are at least ITI graduates and are having experience. The

packing persons are inexperienced or unskilled persons. The capacity of the machine is

20000 copies/hour and the machines are purchased from Kolhapur. The actual printing

starts at 11PM and completes at 2AM. But the supplements like Cini Vijaya and

Saptahika Vijaya area printed at 6PM

4. RESPONSE [ADVERTISING] DEPARTMENT:

Advertisement Department Chart

Advertisement Manager

Scheduling Clerk Ad. Executives Billing Clerk

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FUNCTIONS:

1. Sell the space of the newspaper to advertisers and advertising agencies.

2. Inform the editions about space needed for the advertise.

3. Collection of the payment from the advertisers and concerned parties.

4. Sending bill to concerned parties.

TYPES OF ADVERTISEMENT:

1. Classed advertisements

2. Commercial advertisements

3. Corporate advertisements

4. Display advertisement

5. Family advertisement

6. Financial advertisement

7. Local advertisement

8. Penal advertisement

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ACHIEVEMENT

 Vijay Karnataka HAS TOTAL READERSHIP OF 78, 12,000.

 Vijay Karnataka is the only Kannada daily to have witnessed a Growth over last
IRS (2004, IR).

 In Karnataka, three out of five Kannada Newspaper readers reads VIJAY
KARNATAKA.

 54.37% of Kannada Daily readers having MHI of above RS 10,000/- read VIJAY
KARNATAKA.

 VIJAY KARNATAKA has 48% more readers than the no 2 Kannada Daily
segment SEC AB.

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MAXIMUM READERSHIP

MAXIMUM ADVANTAGE YOUR BRAND

VIJAY KARNATAKA 78,12,000
PRAJAVANI 33,76,000
SAMYUKTA KARNATAKA 25,00,000
UDAYAVANI 18,00,000

PREVIOUS READERSHIP

VIJAY KARNATAKA 70,12,000
PRAJAVANI 33,99,000
SAMYUKTA KARNATAKA 25 ,32,000
UDAYAVANI 15,00,00

8000000
7000000
6000000
5000000
4000000
3000000
2000000
1000000
0
VK PRAJ UDAY SK

Present previous

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Vijay Karnataka is the largest people read Kannada daily amongst:

Male readers with a readership of 44,20,000 (covering 73% males reading
any Kannada daily).
Female readers with a readership of 14,29,000(covering 55% females reading
any Kannada Daily).
Graduates / post graduates and above segment with a readership of 7,15,000
and SCC but not graduate with a readership of 32,02,000.
Rural masses with a readership of 32,24,000.
Urban masses with a readership of 27,12,000.
Towns with population greater than 15 lakhs with a readership of 4,15,000.
The age group of 12-19 years with a readership of 15,15,000.
The age group of 20-44 years with a readership of 27,45,000.
The age group of 45 and above with a readership of 9,02,000.
People with MHI greater than RS.5000/-with a readership of 9,03,000.
People with MHI lesser than RS.5000/- with a readership of 51,50,000.

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INDIA: Times of India Group acquires Vijayanand Printers
Vijayanand Printers publishes two Kannada newspapers and an English daily

Times of India
Thursday, June 15, 2006

New Delhi --- The Times of India Group and the promoters of the Bangalore-based
Vijayanand Printers Limited have signed an agreement in New Delhi on Thursday for
the 100 per cent acquisition of Vijayanand Printers Ltd (VPL).

VPL publishes Kannada newspapers Vijay Karnataka which have ten editions. Vijay
Karnataka is the leader in the Kannada newspaper segment with circulation in excess
of 5.5 lakh (July-Dec 2005) as per ABC report.

Vineet Jain, Managing Director, Bennett, Coleman & Co Ltd (The Times of India
Group's parent company), said: "This agreement highlights our strong emphasis on the
fast-growing regional media markets in India where readers have new aspirations and
mindsets. We are thus committed to "going local" and further developing strong
regional identities so as to provide the best possible value to our new readership and
advertiser base."

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Objectives
1] To understand advertisers perception towards Vijay Karnataka

2] To determine the factors influencing advertisers for advertisement’s in Vijay

Karnataka as an effective media

3] To measure the satisfaction level of advertisers towards Vijay Karnataka

4] To know the advantages of V.K with compare to competitors.

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Research Methodology:

Research : Descriptive research
Data sources : 1. Secondary data
2. Primary data

Research Approach : Survey method
Research Instrument : Questionnaire
Type of Questionnaire : Structured non-disguised
Type of Questions : Close-ended questions
Sampling Plan :
1. Sampling Unit : advertisers who prefers VK in Bagalkot city
2. Sample Size : 50 respondents
3. Sampling procedure : Simple random sampling
Contact Method : Personal
Mode of collecting data: The respondents will be chosen randomly & requested to grant
Interviews. The questions will then be asked in a predetermined
Sequence. The secondary data will be collected from various books,
Journals, reports, company’s data base, internet etc.

Data Processing : 1. A number of tables to be prepared to bring out the main
Characteristics of the collected data.
2. Inferences to be drawn from the data collected.

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BENEFITS FOR PERSONAL GROWTH
1 The study will enhance my knowledge about service sector business.
2 The study will give knowledge about how the coordination & co-operation will
take place in an origination.
3 It will give the knowledge about how the money & material transaction will
take place between manufacture & customer.

BENEFITS FOR ORGANITION
1 The study will help the origination to know the advertiser’s preferences
towards VK.
2 To know the present level of advantages of VK with competitors.
3 To understand the perception of advertisers towards V.K & the factors which
are influencing them to prefer VK for their advertisement.
4 To understand the advertisers satisfaction level towards news coverage level &
circulation of VK.

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RESULT & DISCUSSION WITH CHARTS & GRAPHS

1) Which news paper do you use regularly for your advertisement?

Frequency Percent Valid Percent Percent
Valid Kannada 43 86.0 86.0 86.0
English 4 8.0 8.0 94.0
Both 3 6.0 6.0 100.0
Total 50 100.0 100.0

Both

6.0%

English

8.0%

Kannada

86.0%

Analysis; From the above graph out of 50 respondents 86% of responds are using
Kannada news paper & 8% are using English news paper & 6% are using Both
kannada & English news papers for their advertisement.
Interpretation; from the above information we can say that majority of the
respondents using Kannada news paper for their advertisements because kannada
news paper circulation is more in Bagalkot city & Kannada is the regional language in
Bagalkot city .

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2) Do you use V.K news paper for your advertisement.

Cumulative
Valid yes 50 100.0 100.0 100.0

yes

100.0%

Analysis; 100% of respondents are using V.K for their advertisements.

Interpretation; all respondents are using V.K for their advertisement because V.K news
paper Brand image is good and it is having good circulation.

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3) What do you think about V.K news paper?

Cumulative
Valid Very good 14 28.0 28.0 28.0
Good 28 56.0 56.0 84.0
Average 5 10.0 10.0 94.0
Not good 2 4.0 4.0 98.0
Very bad 1 2.0 2.0 100.0
Total 50 100.0 100.0

Very bad

2.0%

Not good

4.0%

Average
Very good
10.0%
28.0%

Good

56.0%

Analysis; from the above graph 28% of the respondents are said that V.K news paper
is very good & 56% of the respondents are said that V.K is good & 10% of
respondents are said that V.K is average & 4% are said that V.K is not good & 2% are
said that V.K is very bad .

Interpretation; From the above information most of the respondents are said that V.K
news paper is the Good news paper because it is having good brand image and it is
having more circulation.

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4) In future will you use or suggest others to use V.K for their advertisement

Cumulative
Valid Yes 45 90.0 90.0 90.0
No 5 10.0 10.0 100.0
Total 50 100.0 100.0

No

10.0%

Yes

90.0%

Analysis; From the above graph 90% f the respondents told that in future they will
suggest others to use V.K for their advertisement. & 10% are said that they are not
telling to any advertisers to prefer V.K for their advertisement.
Interpretation; from the above information most of the respondents are told that in
future they will suggest others to use V.K for their advertisements because it is having
best writing style and colorfully print & V.K is the good advertising media.

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5) Which factors make you to choose V.K as a media for your advertisement

Cumulative
Valid Excepted prize at
28 56.0 56.0 56.0
Region able price
More circulation 15 30.0 30.0 86.0
Page quality 5 10.0 10.0 96.0
Offers 2 4.0 4.0 100.0
Total 50 100.0 100.0

offers

4.0%

page quality

10.0%

Excepted prise at re
More circulation
56.0%
30.0%

Analysis; from the above graph 56% of the respondents choose V.K because of the
factor Excepted prize at region able price, & 30% of the respondents choose V.K
because of the factor More circulation, & 10% of the respondents choose V.K because
of the factor Page quality & 4% the respondents choose V.K because of the factor
offers provided by V.K.
Interpretation; from the above information most of the respondents are said that they
choose V.K because of the factor Expected space at reasonable prices if the
advertisement is in expected space then its effectiveness will increases.

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6) You prefer V.K for your advertisement because of following region.

Cumulative
Valid Colour full print 8 16.0 16.0 16.0
Photography 6 12.0 12.0 28.0
Animation 7 14.0 14.0 42.0
Style of writing 29 58.0 58.0 100.0
Total 50 100.0 100.0

Color full print

16.0%

Photography

12.0%

Style of writing

58.0% Animation

14.0%

Analysis; from the above graph 16% of the respondents prepare V.K because of the
region color full print of V.K.& 12% of the respondents prepare V.K because of the
region photography of V.K & 14% of the respondents prepare V.K because of the
region Animation of the V.K & 58% of the respondents prepare V.K because of the
region Writing style of the V.K.
Interpretation; from the above information most of the respondents prepare V.K
because of the region Writing style of the V.K. if writing style is good then it will
attracts the customer towards ours[advertisers]products.

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7) What do you think about the advertisement price of V.K.?

Cumulative
Valid Costly 3 6.0 6.0 6.0
Average 8 16.0 16.0 22.0
Affordable 39 78.0 78.0 100.0
Total 50 100.0 100.0

Costly

6.0%

Average

16.0%

Affordable

78.0%

Analysis; from the above graph 6% of the respondents are said that the advertisement
prize of the V.K is costly & 16% of the respondents are said that it is average & 78%
are said that it is affordable.

Interpretation; from the above information Most of the respondents are said that the
advertisement prize of V.K is Affordable.

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8) Are you satisfied with V.K as an effective advertising media?

Cumulative
Valid Yes 44 88.0 88.0 88.0
No 6 12.0 12.0 100.0
Total 50 100.0 100.0

No

12.0%

Yes

88.0%

Analysis; from the above graph 88% of the respondents are satisfied with V.K as an
effective advertising media & 12% of the respondents are not satisfied with V.K an
effective advertising media

Interpretation; from the above information most of the respondents are satisfied with
the V.K as an effective advertising media because it is having more circulation & V.K
will gives expected space at region able price & it is having good Brand image in the
market.

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9) How much you satisfied with V.K.

Cumulative
Valid Highly satisfied 6 12.0 12.0 12.0
Satisfied 33 66.0 66.0 78.0
Moderate 8 16.0 16.0 94.0
Dissatisfied 3 6.0 6.0 100.0
Total 50 100.0 100.0

Dissatisfied

6.0%

Moderate

16.0%
Highly satisfied

12.0%

Satisfied

66.0%

Analysis; from the above graph 12% of the respondents are Highly satisfied & 66% of
the respondents are satisfied & 16% of the respondents are Moderate & 6% of the
respondents are Dissatisfied towards V.K.

Interpretation; from the above information most of the respondents are satisfied with
V.K because it is having more Brand image in the market & it’s service is good & it’s
circulation is more.

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10) Are you satisfied with distribution of V.K news paper to customer.

Cumulative
Valid Yes 43 86.0 86.0 86.0
No 7 14.0 14.0 100.0
Total 50 100.0 100.0

No

14.0%

Yes

86.0%

Analysis; From the above graph out of 50 respondents 86% of the respondents are
satisfied with Distribution of the V.K to customer & 14% of the respondents are not
satisfied with Distribution of V.K to customer.
Interpretation; From the above information most of the respondents are satisfied with
the Distribution of V.K to customers Because the effectiveness of the advertisement is
more when they will provided their advertisement in V.K.

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media.

11) Which part of news prefer you prefer most.

Cumulative
Valid Political news 13 26.0 26.0 26.0
Sports news 7 14.0 14.0 40.0
Local news 18 36.0 36.0 76.0
Advertisement 12 24.0 24.0 100.0
Total 50 100.0 100.0

Advertisment
Political news
24.0%
26.0%

Sports news

14.0%

Local news

36.0%

Analysis; From the above graph out of 50 respondents 26% of the respondents are
prepare political news & 14% respondents prefer sports news & 36% of the
respondents prefer local news & 24% of the respondents prefer advertisement of the
V.K news paper.
Interpretation; From the above information most of the respondents are prefer Local
news of the V.K because they are interested in local news and they do their business
activities in the local area.

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media.

12) How do you rate the following news papers as an effective media of
advertisement.

Price for your
advertisement
Very
Very good Good Average Bad bad
Vijay Karnataka 22 13 3 2 1
Prajavani 10 13 23 2 2
soymktha
Karnataka 12 10 22 4 2
Kannada Praba 6 10 29 4 1

price of your advertisement

Vijay Karnataka Prajavani soymktha Karnataka Kannada Praba Kannada Praba

35
30
Frequency
25
20
15
10
5
0
Very good Good Average Bad Very bad
Ratings

Analysis; from the above information most of the respondents are told that V.K’s price
for their advertisement is very good compare to others Brand’s like Prajavani,
Samyuktha Karnataka, Kannada praba.

Interpretation; from the above information most of the respondents are told that V.K’s
advertisement price is very good because it is having good circulation & good brand
image, In this time also they will take region able pries for advertisement.

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media.

Very
Prajavan
i 13 20 15 2 0
soymktha

Excepted space

Vijay Karnatak Prajavani soymktha Karnataka Kannada Praba

25

20
Frequency

15

10

5

0
Very good Good Average Bad Verybad
Rating

Analysis; from the above information most of the respondents are told that V.K’s
Excepted space for their advertisement is very good compare to others Brand’s like
Prajavani, Soymktha Karnataka, Kannada praba.

Excepted space for advertisement is very good they will provide excepted space at
region able pries because of this advertisement effectiveness will increases &
advertisers will satisfied.

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media.

Very
Prajavan
i 12 25 12 1 0
soymktha

circulation of papers

Vijay Karnatak Prajavani soymktha Karnataka Kannada Praba Kannada Praba

30
25
Frequency

20
15
10
5
0
Rating

Circulation is very good compare to others Brand’s like Prajavani, Soymktha
Karnataka, Kannada praba.

Circulation is very good & it will riches huge number of customer & it will helps to
increase the advertisement effectiveness.

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media.

Very
Prajavani 8 20 19 2 1
soymktha

Service

Vijay Karnatak Prajavani soymktha Karnataka Kannada Praba

25

20
Frequency

15

10

5

0
Rating

service is good compare to others Brand’s like Prajavani, Soymktha Karnataka,
Kannada praba.

service is good. In every moment of business they will treat us in a good manner &
their overall service is good.

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media.

13) Overall how do you feel about V.K service.

Cumulative
Valid Extremely good 3 6.0 6.0 6.0
Very good 42 84.0 84.0 90.0
Neither good nor bad 4 8.0 8.0 98.0
Bad 1 2.0 2.0 100.0
Total 50 100.0 100.0

Bad

2.0%

Nither good nor bad

8.0%
Extremely good

6.0%

Very good

84.0%

Analysis; From the above graph out of 50 respondents 6% are told that V.K service is
extremely good & 84% are told that it’s service is extremely good & 8% are told that
it’s service is neither good nor bad & 2% are told that it’s service is bad.
Interpretation; from the above information most of the respondents are feel that V.K
service is Very good it is using good quality paper& writing style is good and it’s
Distribution is good hence advertisers feel V.K service is very good.

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media.

HYPOTHESIS TEST
In feature will you use or suggest others to use V.K for their advertisement.
Total number of satisfied responds=90%
H0≥82% will say they use or suggest others to use V.K for their advertisement in
future.
H1<82% will say they not use or suggest others to use V.K for their advertisement in
future.
P=.82
P0=.90

Standard error= p(1-p)
n-1

.82(1-.82)
49
= .0548835

Zcal= P0-P
S.E
= .90-.82
.0548835
=1.4576
Ztab=1.64

Zcal<Ztab, accept null hypothesis.

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media.

ANALYSIS: as the calculated value is less than table value, we accept the null
hypothesis therefore H0 is accepted, H1 is rejected so that more than 82% of
respondents will use or suggest others to use V.K for their advertisement in future.

Are you satisfied with V.K as an effective advertising media.
H0≥80% will say satisfied with V.K as an effective advertising media.
H1<80% will say not satisfied with V.K as an effective advertising media.
P=.80
P0=.88
At 5% level of significance , Z tab= 1.64

Standard error= P (1-P)
n-1

.80(1-.80)
49

= .05714

Zcal = P0-P
Std Error

= .88-80
.05714

= 1.40

Ztal=1.64

Zcal <Ztal Null hypothesis is accepted.

Conclusion: As the Zcal value is less than table value we accept the null hypothesis
therefore H0 is accepted, H1 is rejected so that more than 80% of respondents will
satisfied with V.K as an effective advertising media.

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media.

Are you satisfied with distribution of V.K news paper to customer.
H0≥80% will say satisfied
H1<80% will say not satisfied
At 5% level of significances.
P=.80
P0=88

Standard error= P(1-P)
n-1

= 80(1-.80)
49
= .05714
Zcal=P0-P
S.E

=.88-.80
.05714

= 1.4000
Zcal< Ztab null hypothesis is accepted

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media.

ANALYSIS: as the calculated value is less than table value we accept the null
hypothesis therefore H0 is accepted, H1 is rejected so that more than 86% of
respondents will satisfied with distribution of V.K news paper to customer.

CROSS TABULATION
Are you satisfied with V.K as an effective advertising media.
Are you satisfied with distribution of V.K news paper to customer.

Are you satisfied with
Distribution of V.K
news paper to
customer
Yes No Total
Are you satisfied with Yes 43 1 44
V.K as an effective
advertising media No 6 6
Total 43 7 50

Analysis; from the above information 44 respondents satisfied with V.K as an effective
advertising media in that 43 respondents satisfied with distribution of V.K news paper
to customer.

Do you use V.K news paper for your advertisement.

In future will you use or suggest others to use V.K for their advertisement

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media.

In futere will use or
suggest others to use
V.K for their
advertisment
Yes No Total
Do you use V.K Yes
news paper for 45 5 50
your advertisment
Total 45 5 50

Analysis; from the above information 50 respondents said that they use V.K news
paper for their advertisement & in that 45 respondents said that In future they will you
use or suggest others to use V.K for their advertisement.

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media.

FINDINGS
1) Majority of the respondents are using Kannada news paper for their
advertisement.
2) Most of the respondents are using V.K for their advertisement.
3) 56% of the respondents think that V.K news paper is good & only 2%
respondents think it is very bad.
4) 90% of the respondents are told that in future they will use or suggest
others to use V.K for their advertisement & only 10% of respondents
are not use or suggest others to use V.K.
5) 56% of respondents said that excepted space at region able price is
factor which helps them to choose V.K for their advertisement & only
4% respondents are choose V.K because of offers.
6) 58% of the respondents are said that they prefer V.K for their
advertisement because of the region style of writing.
7) 78% of the respondents are said that advertisement price of V.K is
affordable & only 6% of respondents said that it is costly.
8) 88% of respondents told that they are satisfied with V.K as an effective
advertising media & only 12% are said that it is not an effective
advertising media.
9) 66% of respondents are satisfied with V.K & only 6% of them are
dissatisfied.
10) 86% of the respondents are satisfied with Distribution of V.K to
customers & remaining are not satisfied.
11) 36% of the respondents prefer local news & only 14% of respondents
prefer sports news.
12) V.K news paper has providing good customized service compare to its
compotator & it is having competitive advantage of good circulation of
papers.
13) 84% of respondents are feel about V.K service is very good & only 2%
of respondents feel its service is bad.

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media.

SUGGESTIONS
1) V.K news papers has to maintain good relationship with existing customers.
2) V.K has to convert 10% advertisers who will not use or suggest others to use V.K
for their advertisement in future by catering their needs.
3) V.K news paper should extend their offers like festival offer to its advertisers to
choose V.K as media for their advertisement & helps to attract more advertisers
towards them.
4) V.K news paper should further try to provide reasonable & competitive pries for
advertisement so it helps to attract remaining 6% advertisers who are said that its price
is costly.
5) V.K news paper has to bring few more innovative strategies to become an effective
advertising media & attract remaining 12% of advertisers who are dissatisfied.
6) V.K news paper has to improve its distribution of papers to customers so that it will
help to increases the advertisement effectiveness of the advertisers & helps to catch
remaining 14% of respondents.
7) V.K news paper has to take few steps towards improvements of its circulation of
papers.
8) V.K should improve its service, which is considered as one of the key factor for

success.

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media.

CONCLUSIONS:

In today’s competitive business Environment Company will maintain and attain the
changing needs and wants of advertisers, they can differentiate a Company’s products
& service and develop customer loyalty, helping to sustain profitability in coming
days.

As I completed my Major Concurrent Project in Vijay Karnataka Bagalkot on topic
“Advertisers preference towards V.K as an effective advertising media” has given a
practical picture of overall function of the unit.

This project study has given a closer view which couldn’t be achieved by theoretical
study regarding Vijay Karnataka and its methods in creating product & Service loyalty
towards advertisers & its effective functioning.

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media.

LIMITATIONS

1] The research was conducted only for Bagalkot addition so the conclusion made is
applicable to only Bagalkot addition.
2] The sample size was restricted to only advertisers who prefer V.K for their
advertisement.
3] The information contained in the report may slightly vary with the actual, since
the data and information is provided approximate and may lack accuracy, so it
should be verified before implementation.
4] The duration of the study was restrained and was under given condition.

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media.

Questionnaire
Dear sir/ madam
form.
Name =
Age =
Gender =
Place =
[VK =Vijay Karnataka]
1) Which news paper do you use regularly for your advertisement?

Kannada ( ) English ( ) Both ( ) Others ( )

2) Do you use V.K news paper for your advertisement?
Yes ( ) No ( )
If no quit the interview

3) What do you think about V.K news paper?

Very good ( ) Good ( ) Average ( ) Not good ( ) Very bad ( )

4). In future will you use or suggest others to use V.K for their advertisement?
Yes □ No □
If no why,
__________________________________________________________________

5) Which factors make you to choose V.K as a media for your advertisement?

Expected space at region able price ()
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media.

More circulation ()
Page quality ()
Offers ()

6) You prepare V.K for your advertisement because of following region

Colorful print () Photography ()
Animation () Style of writing ( )

7). what do you think about the advertisement price of V.K?
Costly □ average □
Affordable □ low □

8) Are you satisfied with V.K as an effective advertising media?
Yes ( ) No ( )

9) How much you satisfied with V.K?
Highly satisfied () Satisfied ()
Moderate () Dissatisfied ( )

10) Are you satisfied with Distribution of V.K news paper to customers?

Yes ( ) No ( )
11) Which part of news paper you prefer most?
Political News () sports news ()
Local News () Advertisement ()

12) How do you rate the fallowing news papers as an effective media of
advertisement?

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media.

Vijay Praja Vani Samyukta Kannada
Karnataka Karnataka Praba
Price for your
ads

Excepted space

Circulation of
Paper
Service

1=Very good
2 =Good
3=Average
4=Bad
5=Very bad

13) Overall how do you feel about V.K service?
Extremely good ()
Very good ()
Neither good nor bad ()

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media.

Bad ()

14) Your opinion towards V.K News paper
…………………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………
……………………

Thanks
Date:
Place:

BIBIOGRAPHY
Books

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media.

1) Marketing Research- Tull and Hawkins.
2) Marketing Mgmt - Philip Kotlers

Magazines
1) News papers
2) Business world

Websites
1) www.google.com
2) www.vijaykarnatakepaper.com

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Advertisers' Media Preferences Survey of Vijay Karnataka Newspaper

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