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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.
Positioning the Brand:
Features.
Tangible Attributes.
Intangible Attributes.
Product Functions.
Benefits.
Operational.
Communicating the Brand Message:
Advertising Companies.
Themes.
Celebrities.
Events.
Shows.
Consumers
Developing the Brand Performance:
Product Performance.
Service Performance.
Customer Care.
Customer Satisfaction.
Customer Delight.
Leveraging the Brand Equity:
Line Extension.
Brand Extension.
Ingredient Building.
Co Branding.
Brand Alliances.
Social Integration.
Positioning the Brand:
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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Communicating the Brand Message:
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.
Leveraging the Brand Equity:
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
Reporters are Straight forward and Clear in
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
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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).
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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
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.
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.
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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.
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Value for Money:
This factor carries a factor load (3.846) 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.
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.
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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.
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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
Supplements carry interesting and useful
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
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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
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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
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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
Strongly Agree 36 62.8 -26.8
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
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P4
Good Image
Observed
N
Expected
N
Residual
Neutral 45 83.7 -38.7
Agree 99 83.7 15.3
Strongly Agree 107 83.7 23.3
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
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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
Strongly Agree 24 50.2 -26.2
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
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P6
Wider Local News coverage
Observed
N
Expected
N
Residual
Strongly Disagree 9 50.2 -41.2
Disagree 52 50.2 1.8
Neutral 24 50.2 -26.2
Agree 122 50.2 71.8
Strongly Agree 44 50.2 -6.2
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
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P7
Wider National and
International News Coverage
Observed
N
Expected
N
Residual
Neutral 40 83.7 -43.7
Agree 150 83.7 66.3
Strongly Agree 61 83.7 -22.7
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
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P8
Wider Business News Coverage
Observed
N
Expected
N
Residual
Strongly Disagree 12 50.2 -38.2
Disagree 25 50.2 -25.2
Neutral 84 50.2 33.8
Agree 108 50.2 57.8
Strongly Agree 22 50.2 -28.2
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
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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
Strongly Agree 48 62.8 -14.8
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
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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
Strongly Agree 24 62.8 -38.8
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
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P11
Fulfills Youth Requirement Observed
N
Expected
N
Residual
Neutral 72 83.7 -11.7
Agree 90 83.7 6.3
Strongly Agree 89 83.7 5.3
Total 251
The respondents in their answer preferred to Fulfills Youth
Requirement being fairly dominant factor as 35 % strongly agree and
36 % agree (other factors not influencing) to this factor and they prefer
Dainik Bhaskar News paper because it has a good stuff for and Fulfills
Youth Requirement of national and international level containing and
presenting useful information for them.
29%
36%
35%
1
2
3
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P12
Content Quality of News
Observed
N
Expected
N
Residual
Neutral 54 83.7 -29.7
Agree 75 83.7 -8.7
Strongly Agree 122 83.7 38.3
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
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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
Strongly Agree 98 62.8 35.2
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
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P14
Never Overstate News
Observed
N
Expected
N
Residual
Strongly Disagree 9 83.7 -74.7
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
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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
The respondents in their answer preferred to be neutral on the factor that
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
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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
Strongly Agree 22 62.8 -40.8
Total 251
The respondents in their answer preferred to be neutral on the factor that
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.
Though a larger segment of population does not mind whether the
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
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P17
Not cluttered with too many
Advertisements
Observed
N
Expected
N
Residual
Strongly Disagree 23 62.8 -39.8
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
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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
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P19
Provides sufficient information
to female readers
Observed
N
Expected
N
Residual
Strongly Disagree 12 62.8 -50.8
Neutral 75 62.8 12.2
Agree 132 62.8 69.2
Strongly Agree 32 62.8 -30.8
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
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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
Strongly Agree 45 62.8 -17.8
Total 251
The respondents in their answer preferred to be neutral on the factor that
it Raises social issues judiciously as 18 % strongly agree, 32% agree
and 45 % are neutral (other factors not influencing) to this factor and
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
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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
Strongly Agree 24 62.8 -38.8
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
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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
Strongly Agree 71 62.8 8.2
Total 251
The respondents in their answer preferred to be agree on the factor that It
provides wider Sports coverage as 52 % agree and 28 % strongly
agree (other factors not influencing) to this factor and they prefer
Dainik Bhaskar News paper because It provides wider Sports coverage.
6%
14%
52%
28%
1
2
3
4
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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
Strongly Agree 46 62.8 -16.8
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
agree (other factors not influencing) to this factor and they prefer
Dainik Bhaskar News paper because Preference due to Editorial
Colum.
5%
20%
57%
18%
1
2
3
4
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 71 83.7 -12.7
Total 251
The respondents in their answer preferred to be agree on the factor that It
carries a good team of Professional Columnist as 52 % agree and 28
% strongly agree (other factors not influencing) to this factor and they
prefer Dainik Bhaskar News paper because Preference due to Editorial
Colum.
20%
52%
28%
1
2
3
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 59 62.8 -3.8
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
166
P26
It is Fairly Prized
Observed
N
Expected
N
Residual
Neutral 38 83.7 -45.7
Agree 119 83.7 35.3
Strongly Agree 94 83.7 10.3
Total 251
The respondents in their answer preferred to be agree on the factor that It
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 109 83.7 25.3
Total 251
The respondents in their answer preferred to be agree on the factor that
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
168
P28
Easy availability at Respondents
residence
Observed
N
Expected
N
Residual
Neutral 24 83.7 -59.7
Agree 63 83.7 -20.7
Strongly Agree 164 83.7 80.3
Total 251
The respondents in their answer preferred to be agree on the factor that
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 54 62.8 -8.8
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
170
P30
Family and Friends
Recommendation
Observed
N
Expected
N
Residual
Strongly Disagree 43 50.2 -7.2
Disagree 14 50.2 -36.2
Neutral 52 50.2 1.8
Agree 74 50.2 23.8
Strongly Agree 68 50.2 17.8
Total 251
The respondents in their answer preferred to be agree on the factor that
Family and Friends Recommendation as 27 % agree and 29 %
strongly agree (other factors not influencing) to this factor and they
prefer Dainik Bhaskar News paper because of Family and Friends
Recommendation.
17%
6%
21%
29%
27%
1
2
3
4
5
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
171
P31
I purchase it because of
attractive schemes
Observed
N
Expected
N
Residual
Strongly Disagree 43 50.2 -7.2
Disagree 76 50.2 25.8
Neutral 62 50.2 11.8
Agree 26 50.2 -24.2
Strongly Agree 44 50.2 -6.2
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
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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
Reporters are Straight forward and Clear in
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
Supplements carry interesting and useful
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 130 83.3 46.7
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%
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 59 62.5 -3.5
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%
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 35 62.5 -27.5
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%
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
176
P4
Good Image Observed N Expected N Residual
Neutral 47 83.3 -36.3
Agree 96 83.3 12.7
Strongly Agree 107 83.3 23.7
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%
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
178
P6
Wider Local News coverage
Observed
N
Expected
N
Residual
Strongly Disagree 11 50 -39
Disagree 48 50 -2
Neutral 24 50 -26
Agree 121 50 71
Strongly Agree 46 50 -4
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 61 83.3 -22.3
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
180
P8
Wider Business News
Coverage
Observed
N
Expected
N
Residual
Strongly Disagree 12 50 -38
Disagree 25 50 -25
Neutral 84 50 34
Agree 106 50 56
Strongly Agree 23 50 -27
Total 250
The respondents in their answer preferred to Wider Business News
Coverage being fairly dominant factor as 9 % strongly agree and 42 %
agree (other factors not influencing) to this factor and they prefer
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 47 62.5 -15.5
Total 250
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
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 24 62.5 -38.5
Total 250
The respondents in their answer preferred to Best for Business Class
People being fairly dominant factor as 10 % strongly agree and 37 %
agree (other factors not influencing) to this factor and they prefer
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
presenting useful information for them.
19%
34%
37%
10%
1
2
3
4
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
183
P11
Fulfills Youth Requirements
Observed
N
Expected
N
Residual
Neutral 74 83.3 -9.3
Agree 84 83.3 0.7
Strongly Agree 92 83.3 8.7
Total 250
The respondents in their answer preferred to Fulfills Youth
Requirement being fairly dominant factor as 37 % strongly agree and
34 % agree (other factors not influencing) to this factor and they prefer
Times of India News paper because it has a good stuff for and Fulfills
Youth Requirement of national and international level containing and
presenting useful information for them.
29%
34%
37%
1
2
3
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
184
P12
Content Quality of News
Observed
N
Expected
N
Residual
Neutral 48 83.3 -35.3
Agree 83 83.3 -0.3
Strongly Agree 119 83.3 35.7
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly 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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
186
P14
Never Overstate News Observed N Expected N Residual
Strongly Disagree 11 83.3 -72.3
Neutral 133 83.3 49.7
Agree 106 83.3 22.7
Total 250
The respondents in their answer preferred to be neutral on the factor that
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
The respondents in their answer preferred to be neutral on the factor that
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.
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 23 62.5 -39.5
Total 250
The respondents in their answer preferred to be neutral on the factor that
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.
Though a larger segment of population does not mind whether the
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
189
P17
Not cluttered with too many
Advertisements
Observed
N
Expected
N
Residual
Strongly Disagree 25 62.5 -37.5
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
and 28 % are neutral (other factors not influencing) to this factor and
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
191
P19
Provides sufficient information
to female readers
Observed
N
Expected
N
Residual
Strongly Disagree 12 62.5 -50.5
Neutral 73 62.5 10.5
Agree 131 62.5 68.5
Strongly Agree 34 62.5 -28.5
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 47 62.5 -15.5
Total 250
The respondents in their answer preferred to be neutral on the factor that
it Raises social issues judiciously as 19 % strongly agree, 33% agree
and 43 % are neutral (other factors not influencing) to this factor and
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 24 62.5 -38.5
Total 250
The respondents in their answer preferred to be agree on the factor that It
raises local problems to masses/ national level as 48 % agree and 10
% strongly agree (other factors not influencing) to this factor and they
prefer Times of India Newspaper because It raises local problems to
masses/ national level.
4%
38%
48%
10%
1
2
3
4
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 72 62.5 9.5
Total 250
The respondents in their answer preferred to be agree on the factor that It
provides wider Sports coverage as 51 % agree and 29 % strongly
agree (other factors not influencing) to this factor and they prefer
Times of India Newspaper because It provides wider Sports coverage.
5%
15%
51%
29%
1
2
3
4
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 46 62.5 -16.5
Total 250
The respondents in their answer preferred to be agree on the factor that
they Prefer due to Editorial Colum as 57 % agree and 19 % strongly
agree (other factors not influencing) to this factor and they prefer
Times of India Newspaper because Preference due to Editorial Colum.
5%
19%
57%
19%
1
2
3
4
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 72 83.3 -11.3
Total 250
The respondents in their answer preferred to be agree on the factor that It
carries a good team of Professional Columnist as 52 % agree and 29
% strongly agree (other factors not influencing) to this factor and they
prefer Times of India Newspaper because Preference due to Editorial
Colum.
19%
52%
29%
1
2
3
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 60 62.5 -2.5
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
198
P26
It is Fairly Prized Observed N Expected N Residual
Neutral 36 83.3 -47.3
Agree 121 83.3 37.7
Strongly Agree 93 83.3 9.7
Total 250
The respondents in their answer preferred to be agree on the factor that It
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 107 83.3 23.7
Total 250
The respondents in their answer preferred to be agree on the factor that
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
200
P28
Easy availability at
Respondents residence
Observed
N
Expected
N
Residual
Neutral 24 83.3 -59.3
Agree 61 83.3 -22.3
Strongly Agree 165 83.3 81.7
Total 250
The respondents in their answer preferred to be agree on the factor that
Easy availability at Respondents residence as 25 % agree and 66 %
strongly agree (other factors not influencing) to this factor and they
prefer Times of India Newspaper because of Easy availability at
Respondents residence.
10%
24%
66%
1
2
3
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
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
Strongly Agree 57 62.5 -5.5
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
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
202
P30
Family and Friends
Recommendation
Observed
N
Expected
N
Residual
Strongly Disagree 49 50 -1
Disagree 12 50 -38
Neutral 48 50 -2
Agree 71 50 21
Strongly Agree 70 50 20
Total 250
The respondents in their answer preferred to be agree on the factor that
Family and Friends Recommendation as 28 % agree and 28 %
strongly agree (other factors not influencing) to this factor and they
prefer Times of India Newspaper because of Family and Friends
Recommendation.
20%
5%
19%
28%
28%
1
2
3
4
5
“BRAND MANAGEMENT IN PRINT MEDIA: A COMPARATIVE STUDY.”
203
P31
I purchase it because of
attractive schemes
Observed
N
Expected
N
Residual
Strongly Disagree 49 50 -1
Disagree 72 50 22
Neutral 59 50 9
Agree 24 50 -26
Strongly Agree 46 50 -4
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