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A RESEARCH PAPER
ON
PERCEPTUAL MAPPING OF DIVYA BHASKAR VIS-À-VIS OTHER LEADING VERNACULAR
DAILIES
ABSTRACT
Divya Bhaskar, a name that was alien to the Amdavadi readers 8 years back, has come a long way from its
launch on June 23, 2003 to today where it has become not only a household name but also a habit and caters to
around 11.59 lac readers across Ahmedabad1. The last time such a huge new player happened in the market of
Ahmedabad was 70 years ago, which went ahead to pull down the then leader Sandesh and become the
undisputed leader, Gujarat Samachar. The Bhopal-based Bhaskar Group identified Ahmedabad as the city with
highest potential and conducted a pre-launch survey across 12,00,000 households with a team of 1050
surveyors, 64 supervisors, 16 zonal managers and 4 divisional managers in a time span of 40 days. Within 15
months, it entered two more cities of Gujarat: Surat and Vadodara. To counter Bhaskar group's threat, the
leading Gujarati newspapers came up with color pages, price reductions and several high-value customer offers.
However, by 2009, Divya Bhaskar became the largest circulated Gujarati daily with 11.5 copies, thus giving
strong competition to the leading vernacular dailies - Gujarat Samachar and Sandesh.
The present paper is aimed at mapping the perceptions of Divya Bhaskar vis-à-vis other leading vernacular
dailies in Ahmedabad. This paper is aimed at studying the available facts regarding readership and circulation
of Divya Bhaskar vis-a-vis other leading vernacular dailies, namely, Gujarat Samachar and Sandesh, a brief
study with the English dailies and comparing the facts with the Perceptions and Emotional connect of the
readers. Moreover, it also attempts to explore the experiences of the advertisers across various segments like
Automobiles, Education, Electronics, Healthcare, Lifestyle, Real Estate and so on, so as to check the
connectivity of the advertisers with the readers/ consumers.
With all this secondary and primary data gathered, the paper intends to draw inferences about brand
associations and perceptual belonging of Divya Bhaskar with its readers and non-readers as compared to its
competitors. Subsequently, we aim at discussing the strategic implications for Divya Bhaskar.
INTRODUCTION
It was in the year 2003 that the Bhopal based Dainik Bhaskar group identifies Ahmedabad as a high potential
market for the entry of a vernacular daily. But the entry was not abrupt rather it was a well planned strategic
research which pre-launch door-to-door twin-contact launch program, an Orbit shifting innovation in itself. The
research included surveys of 12, 00, 000 households, with a team of 1050 surveyors, 64 supervisors, 16 zonal
managers and 4 divisional managers. The surveyors were gathered largely through posters at colleges and word-
of-mouth publicity, instead of expensive print and TV advertisements from the local market of Ahmedabad so
that they could understand and communicate with the Amdavadi households better. The team was trained to
1Souce: IRS-2011 Q4
reach out to 8 lakh households in Ahmedabad and 4 lakh households in adjoining districts, in a time span of 40
days. The newspaper was launched in Ahmedabad on 23 June 2003, under the name Divya Bhaskar, as No. 1
with 452,000 copies (a world record). It was such a huge step in the competition of otherwise stable Gujarati
print media that the age old leaders Gujarat Samachar and Sandesh’s confidence dwindled. The leading
Gujarati newspapers came up with color pages, price reductions and several high-value customer offers. But did
this actually keep the readers attracted enough to forget their habit of Gujarat Samachar and Sandesh? It indeed
did. Divya Bhaskar is the leading newspaper in Ahmedabad today with a readership base of 11.59 lac readers.
But do the Advertisers trust this 9 year old baby and make space for Divya Bhaskar in their marketing budgets?
Or Gujarat Samachar is still perceived as the number one newspaper in the minds of readers and the advertisers?
This paper includes a study to gauge the perceptual mapping of the minds of a Gujarati Newspaper reader.
Along with the IRS reports, a Multi- dimensional scaling technique is used to conclude that Divya Bhaskar is
indeed a leader in the minds of readers. Though, Gujarat Samachar has also been able to face the competition
with an equal flair and even at the second position, it seems to enjoy the persona and power of a leader along
with Divya Bhaskar. As expected the numbers have decreased for Sandesh in all these years. But when it comes
to Advertisements, the market share is held strongly by Sandesh as well, showing a complete mismatch between
the reader’s choice and an advertiser’s choice. When it comes to marketing, no brand affords to skip print
media, but it is for these publications to see how effectively and efficiently have they carried out their brand
marketing. Lastly, the strategic implications of the results and consecutive recommendations have been
discussed for Divya Bhaskar.
LITERATURE REVIEW
Perceptual Mapping
Multi-dimensional scaling (MDS) or Perceptual mapping is a class of procedures for representing perceptions of
respondents spatially by means of a visual display. Perceived or psychological relationships among stimuli are
represented as geometric relationships among points in a multidimensional space. These geometric relationships
are called perceptual maps. The axes of the perceptual map are assumed to denote the psychological bases or
underlying dimensions respondents use to form perceptions and preferences for stimuli. The technique is used
in marketing to identify:
1. The number & nature of dimensions consumers use to perceive brands in market place.
2. The positioning of current brands on these dimensions.
3. The positioning of consumers’ ideal brand on these dimensions.
Information provided by MDS is used for a variety of marketing applications using image measurement, market
segmentation, new product development, assessing advertising effectiveness, pricing analysis, channel
decisions, attitude scale construction. However, the most common and useful application of MDS is in brand
positioning which is essentially concerned with mapping a consumer’s mind and placing all the competing
brands appropriate slots or ‘positions’ on it.
Dillon et al (1985) have used perceptual mapping to understand decisions that face consumer researchers as
they implement a perceptual product space analysis based on multi-attribute rating data. Bijmolt and Wedel
(1999) have shown the comparison of multidimensional methods for perceptual mapping and their applications
to marketing. Hauser and Koppel man (1979) have shown the use of factor analysis and discriminant analysis as
alternative methods to perceptual mapping and made a comparison between the two methods. Wong and Teas
(2002) have used multi-entity scaling(a multi-attribute measurement) procedure that obtains ratings of two or
more entities from a single respondent at the same time to examine experimentally the stability of perceptual
maps of retail stores based upon two types of multi-entity scaling data — data produced by attribute and entity-
based scaling procedure. Droge and Darmon (1987) have compared attribute versus similarity approaches for
finding out associative positioning through comparative advertising.
Current Position of Vernacular dailies- Divya Bhaskar, Gujarat Samachar and Sandesh
The Indian Print Industry, worth Rs. 16,000 cr., uses IRS, Indian Readership Survey findings as its bible to
decide why and where of print advertising. IRS is an independent and the only readership survey being
conducted by MRUC (Media Research Users Council), a non-profit body whose members are drawn from
major Advertisers, Advertising agencies, Publishers and Broadcast/ other media.
The members as board of governors of MRUC are from elite organizations like Tata Teleservices Ltd., Bennet
Coleman & Co. Ltd., Lintas Media Group, Viacom18 Media Pvt. Ltd., etc.
IRS provides a great insight into readership consumption and penetration patterns for all publications across the
nation, thus making it easier for the advertisers to pick up the right publication for advertising.
According to the IRS figures, Quarter 4, 2011; months of October, November and December; a major market
share has been grabbed by Divya Bhaskar with a readership of 11.59 lac readers. The closest competition is held
by Gujarat Samachar with the readership base of 9.01 lac readers, Divya Bhaskar leading the race by 22%.
Divya Bhaskar leads ahead of the oldest newspaper in town by 2.3 times the readership of Sandesh just a
meagre 4.93 lac readers.
RESEARCH METHODOLOGY
Research Objective
The basic objective of this research is to draw a perceptual map using attribute based perceptual
mapping regarding vernacular newspapers (Gujarati Language) in Ahmedabad; namely Divya Bhaskar,
Gujarat Samachar and Sandesh; and understand the various factors which readers give due importance
to while selecting a particular newspaper.
To find out the major advertisers across various sectors namely Automobiles, Education, Electronics,
Lifestyle and Real Estate and their preference of newspaper for advertisements
To check the connectivity of the Newspaper preference of advertisers with the Perceptions and
Emotional connect of the readers with the newspaper
To draw inferences about brand associations and perceptual belonging of Divya Bhaskar with its
readers and non-readers as compared to its competitors and subsequently discuss the strategic
implications for Divya Bhaskar.
Research design
Exploratory Research
An Exploratory Research Methodology has been utilized so as to understand the market of print media, level of
competition and the readership and circulation of the three considered newspapers in Ahmedabad. Secondary
data was researched from the Indian Readership Survey (IRS), Audit Bureau of Circulation (ABC) with the
latest data available of Q4 2011 (Months of October, November and December 2011). Personal interaction
session have been conducted of the Industry Experts- Senior Management of Divya Bhaskar, few of the age old
Advertising agencies for their oodles of experience pre and post the entry of Divya Bhaskar in the market that
was dominated by Gujarat Samachar and Sandesh.
Descriptive Research
A descriptive research though not particularly quantitative or qualitative, it utilizes both research methodologies
in its core elements brilliantly, within the same study. In accordance with the requirement of various close
ended and open ended questions for the readers, a questionnaire was prepared in order to judge the preferences
of the readers towards various attributes in a newspaper and their connect with Divya Bhaskar in particular. A
5-point Likert Scale has been utilized for various Attribute testing questions. Effort has been made to study the
preferences of readers across various age groups and profile, primarily because of the fact that a newspaper is a
habit for people across all categories and it encompasses news and product advertisement that caters consumers
across all the zones. Only those readers have been considered for perceptual mapping who read any vernacular
daily, Ahmedabad edition only.
Sources of information
Both primary and secondary data have been collected depending on the information needed. The target
population as well as the sampling unit comprises readers of vernacular (Gujarat) newspapers namely Divya
Bhaskar, Gujarat Samachar and Sandesh in Ahmedabad.
Sampling technique
The sampling technique used is non-probability, convenience sampling. The rationale behind using this
technique is the willingness and ability of the respondents to be a part of the survey.
Sample size
A total of 134 responses have been collected of which 103 responses including readers (77) and non-readers
(26) of vernacular (Gujarati) newspapers are complete and therefore have been used for analysis.
Limitations
The study is restricted to Ahmedabad region due to access available, readership of Gujarati newspaper and
willingness to share information on the part of newspaper readers.
Instrument used: Online questionnaire
Data Analysis
Appropriate statistical tools and software packages like Excel and SPSS have been used to conduct data
analysis. Attribute-based Perceptual Mapping has been used to evaluate the positioning newspapers.
DATA ANALYSIS AND INTERPRETATION
i) Readers
1. Readership of Gujarati Newspaper
2. Responses by Gujarati Newspaper read
3. Analysis of Top of Mind Gujarati Daily Newspapers in Ahmedabad
77. 75%
26. 25%
Readers
YES
NO
37. 48%
32.42%
8.10%
Responses by Gujarati Newspaper read
1 Divya Bhaskar
2 Gujarat Samachar
3 Sandesh
47, 46%
42, 41%
14, 13%
Top of Mind Recall
Divya Bhaskar
Gujarat Samachar
Sandesh
The graph shows that out of the responses received, Divya Bhaskar is the most recalled Gujarati newspaper
followed by Gujarat Samachar followed by Sandesh. Interestingly, no other Gujarati newspaper emerged to be
recalled by any of the respondents surveyed.
4. Importance attached to attributes of newspapers
Speed with which news is covered, credibility of the source, level at which the news(local, global, national) is
covered, innovation, quality, colour, price and extra supplements have been rated as more important compared
to any other attributes of newspapers. Surprisingly, brand name, font size, loyalty free gifts, advertisements,
word of mouth, events & promotions, number of pages and national presence have been rated as less important
over other attributes.
5. Ratings for Divya Bhaskar on various attributes by readers & non-readers
0%
20%
40%
60%
80%
100%
Cre
dib
ility
Spe
ed
Leve
l
Loya
lty
Bra
nd
nam
e
Qu
alit
y
Fon
t si
ze
Co
lou
r o
r B
lack
& w
hit
e
Extr
a Su
pp
lem
en
ts
No
. of
pag
es
Ad
vert
isem
ents
Cla
ssif
ied
s
e-p
ape
r
Inn
ova
tio
n
Eve
nts
& p
rom
oti
on
s
Wo
rd o
f m
ou
th
Pri
ce
Fre
e gi
fts
Nat
ion
al p
rese
nce
Not at all important Not important Neutral Important Very Important
0%10%20%30%40%50%60%70%80%90%
100%
Very unsatisfactory Unsatisfactory Neutral Satisfactory Very Satisfactory
As is evident from the graph, Divya Bhaskar has been rated high on credibility, speed, level of news coverage
(local, national and global), quality, font size, colour, extra supplements, number of pages, brand name, loyalty,
availability of e-paper and events & promotions over other attributes.
6. Attribute-based perceptual mapping
We performed attribute based perceptual mapping using discriminant analysis to draw a perceptual map
(Figure: 1) of the three vernacular dailies Divya Bhaskar, Gujarat Samachar and Sandesh. The output of
discriminant analysis is attached in the annexure.
Figure: 1 Perceptual map
The map shows each newspaper’s i.e. Sandesh, Divya Bhaskar and Gujarat Samachar unique position.
As is evident from the plot, Dimension 1 comprises of the attributes - colour, credibility, innovation, speed,
brand name, e-paper, extra supplements, events, advertisements, word-of-mouth and font size whereas
Dimension 2 comprises – free gifts, pages, level of news coverage(local, national, global), price, quality, loyalty
and classifieds.
The perceptual map also shows that Divya Bhaskar is perceived better than other vernacular newspapers in
terms of brand name, word-of-mouth impact, availability of e-paper, extra-supplements, level of news coverage,
quality and price.
Also, Gujarat Samachar is perceived better than other newspapers in terms of free gifts, pages, events
&promotions, speed, font size and advertisements.
Although Sandesh shows negative perceptions on almost all the attributes, it is associated with loyalty and
classifieds.
Demographic details of the respondents
7. Gender-wise respondent distribution:
8. Age-wise respondent distribution
9. Occupation-wise respondent distribution
49, 72%
19, 28%
Gender
Male
Female
43, 63%
14, 21%
4, 6%7, 10% Age
15-25 years
26-35 years
36-50 years
Above 50 years
1, 1%
22, 32%
4, 6%
31, 46%
6, 9%4, 6%
Occupation
School Student
College Student
Homemaker
Working Professional
Business person
Retired
DATA ANALYSIS : Secondary Data: IRS Q4, 2011
Overall Readership distribution among Divya Bhaskar, Gujarat Samachar and Sandesh according to IRS Q4,
2011 data
Figure 1 All Figures in '000
The following charts show the distribution of readership among the three papers on the basis of various criteria
like Age, Education, Socio Economic Categorization (SEC) and Monthly Household Income (MHI).
Age Group wise distribution of Readership
Figure 2 All Figures in ‘000
The youth, that is the influencing generation and the main decision makers, the age group of 30-39 years and
40-49 years, prefer Divya Bhaskar over the other two dailies while the citizens above the age of 50 years, are
Gujarat Samachar loyal. Sandesh falls in minority in each section.
1159 (45%)
901 (35%)
493 (20%)
READERSHIP DISTRIBUTION
Divya Bhaskar
Gujarat Samachar
Sandesh
272
209
254
187168 172 162
229
10385
100 90
0
50
100
150
200
250
300
20-29 Yrs. 30-39 Yrs. 40-49 Yrs. Above 50Yrs.
Divya Bhaskar
Gujarat Samachar
Sandesh
Education wise distribution of Readership
Figure 3 All Figures in ‘000
SEC wise distribution of Readership
Figure 4 All Figures in ‘000
Gujarat Samachar leads the race in SEC A readers, the people with premium buying powers. While in the more
common mass of SEC B and SEC C, Divya Bhaskar holds a majority.
MHI wise distribution of Readership
Figure 5 All Figures in ‘000
327
549
284
211
390
299
143
238
112
0
100
200
300
400
500
600
Below SSC SSC/HSC nt Grad Graduate/PG
Divya Bhaskar
Gujarat Samachar
Sandesh
205
350
294
198
265 271
177
120
70
147126
92
0
50
100
150
200
250
300
350
400
SEC A SEC B SEC C SEC D
Divya Bhaskar
Gujarat Samachar
Sandesh
30
261
407
461
2
132
305
462
0
142178 173
0
50
100
150
200
250
300
350
400
450
500
Upto Rs.1000 Rs.1001-5000 Rs.5001-10000 Rs.10001+
Divya Bhaskar
Gujarat Samachar
Sandesh
When buying power is under consideration, money matters the most! And in the Monthly Household income of
10001+, both Divya Bhaskar and Gujarat Samachar race at equal stand. Though, Divya Bhaskar comes out as a
clear leader in the other income groups.
Distribution of Advertisements Segment Wise
Overall Advertisement Market Share Distribution
Even though the readership ratio shows Divya Bhaskar to be an undoubted number one, followed by Gujarat
Samachar and Sandesh not coming into the race productively, a very contrasting result is obtained as far as
advertisements are concerned. All the three newspapers enjoy an almost similar market share in advertisements,
with leads in some segments and loss in some others.
Automobiles
The market share distribution of Automobile advertisements in the three dailies does fair justice to the
readership distribution with 41% market share with Divya Bhaskar and 45% readership to Divya Bhaskar.
Though Gujarat Samachar, even though almost double in number of readers, has to compete neck to neck with
Sandesh.
36%
29%
35%
ADVERTISEMENT MARKET SHARE
DIVYA BHASKAR
GUJARAT SAMACHAR
SANDESH
41%
30%
29%
AUTOMOBILE ADVERTISEMENT MARKET SHARE
DIVYA BHASKAR
GUJARAT SAMACHAR
SANDESH
Banking And Finance
The results for this industry are again similar to that of Automobile Industry. Divya Bhaskar plays with a 46%
market share while Gujarat Samachar unnecessarily has to combat with Sandesh over equal market share of
27%
Construction And Builders
No different results in the Real Estate either, Divya Bhaskar has a market share of 40%, Gujarat Samachar 31%
and Sandesh 29% Though there is also some scope for Divya Bhaskar to grow by 5%.
Education
Astounding difference of Market Share and Readership ratio is seen in the Education Industry. Even with just
20% of the total readers of Ahmedabad, and a poor show in the Education wise and SEC wise distribution of
readership, Sandesh enjoys a startling 49% market share, leaving Divya Bhaskar with just half the numbers of
its overall readership at a mere 23% market share.
FMCG
23%
28%
49%
EDUCATION ADVERTISEMENT MARKET SHARE
DIVYA BHASKAR
GUJARAT SAMACHAR
SANDESH
36%
26%
38%
FMCG ADVERTISEMENT MARKET SHARE
DIVYA BHASKAR
GUJARAT SAMACHAR
SANDESH
A tough competition between Divya Bhaskar and Sandesh can be seen in this industry with Sandesh having an
upper hand. Gujarat Samachar struggles at 26%
Lifestyle
Lifestyle is a segment of Youth and a relatively higher income group mass. Sandesh has not been able to make
a mark in either reader segment. Yet, it succeeds to trailing Divya Bhaskar, the maximum reader’s choice paper.
A lot of homework is possible for Divya Bhaskar, while Gujarat Samachar, a leader in this segment is doing
quite justice with its readership and market share in Lifestyle.
CONCLUSION
From the data obtained regarding the Readership from our Primary Research Surveys and the Secondary data
sources namely IRS and the Advertisement Market Share distribution obtained from internal confidential
sources, the following points are worth contemplating:
Divya Bhaskar is a reader’s choice, with readership more than Gujarat Samachar and Sandesh, in most
cases.
Newspaper attributes- Speed with which news is covered, credibility of the source, level at which the
news (local, global, national) is covered; innovation, quality, colour, price and extra supplements have
been given higher importance by the readers. Divya Bhaskar has been rated high on credibility, speed,
level of news coverage (local, national and global), quality, font size, colour, extra supplements,
number of pages, brand name, loyalty, availability of e-paper and events & promotions, making it
evidently a reason that it’s a newspaper of Reader’s choice.
Gujarat Samachar acts as a close competitor while Sandesh lags behind in drawing more number of
readers.
Though, the readership data suggests the above mentioned conclusions, the same does not go in sync
with the Advertisement Market Share data.
The Advertisers must contemplate giving better market share to Divya Bhaskar and Gujarat Samachar,
instead of Sandesh, considering the choice of readers.
29%
38%
33%
LIFESTYLE ADVERTISEMENT MARKET SHARE
DIVYA BHASKAR
GUJARAT SAMACHAR
SANDESH
In segments like Education, Lifestyle and FMCG; the scope of development for Divya Bhaskar is huge,
because of a major chunk grabbed by Sandesh, the dormant choice of a reader.
Though, on the outlook, Gujarat Samachar looks like a direct competitor of Divya Bhaskar, actually,
the competition faced from Sandesh is the one that needs some attention on an urgent basis.
RECOMMENDATIONS
Evidently, Gujarat Samachar acts as a direct competition to Divya Bhaskar. Though, it is important to
give grave attention to Sandesh, as it competes with a huge market share in the advertisements. Though,
Divya Bhaskar and Gujarat Samachar are way ahead of Sandesh in terms of number of readers, when it
comes to advertisements, the core income for a publication house, Sandesh comes out to be equally
competent, though not worthy of that market share. Hence Divya Bhaskar must first focus on
eliminating the competition faced from Sandesh. The advertiser must be made aware that they are
wasting their advertising budget by means of Research presentations, campaigns, measuring the
Response gained by advertising in Divya Bhaskar showing the edge by comparison with Sandesh and
then Gujarat Samachar. Only gaining higher number of readers does not suffice. So, actions must be
taken to create awareness in the minds of advertisers and attract them to dedicate higher market share to
Divya Bhaskar, by eliminating Sandesh at first instance.
Bibliography & References
Aaker, D. (1996). Building Strong Brands, The Free Press
Bijmolt, T. and Wedel, M. (1999). A Comparison of Multidimensional Scaling Methods for Perceptual
Mapping, Journal of Marketing Research, Vol. 36, No. 2, pp. 277-285
Clifton, R., Simmons, J. (2006).Brands and Branding, Profile Books Limited
Dillon, W, Fredrick D., Tangpanichdee, V. (1985). Decision Issues in Building Perceptual Product Spaces with
Multi-Attribute Rating Data, Journal of Consumer Research, Vol. 12, No. 1, pp. 47-63
DB Assist: http://dbassist.co.in/dbassist/readership-data.php?val=1&id=12&mid=44
Droge, C. and Darmon, Rene (1987). Associative Positioning Strategies through Comparative Advertising:
Attribute versus Overall Similarity Approaches, Journal of Marketing Research
Vol. 24, No. 4, pp. 377-388
Ellwood, I., (2000).The Essential Brand Book,Kogan Page
Hauser, J. and Koppelman, F. (1979). Alternative Perceptual Mapping Techniques: Relative Accuracy and
Usefulness, Journal of Marketing Research, Vol. 16, No. 4, pp. 495-506
Keller, K. (2003). Strategic Brand Management, Pearson Education
PorusMunshi. (2009). "DainikBhaskar: No. 1 From Day One". Making Breakthrough Innovations Happen.
Collins Business. pp. 16–33.
Wong, J. and Teas, R. (2001). A test of the stability of retail store image mapping based on multientity scaling
data, Journal of Retailing and Consumer Services, Vol. 8, No. 2, pp. 61 – 70
Annexures:
1. Questionnaire
Perceptual Study on Newspaper/s
Dear respondent, We are conducting a perceptual study on newspaper/s. The questionnaire will take not more
than 5 minutes to complete. However, your valuable insights will help us understand the newspaper/s better.
Thanking you in advance for your participation and contribution to this survey. N.B.: The questions marked
with an *asterisk are compulsory.
* Required
Which Gujarati Newspaper do you read/ comes first to your mind when you think about Gujarati Daily
Newspapers in Ahmedabad?*
o Divya Bhaskar
o Gujarat Samachar
o Sandesh
Do you read a Gujarati Newspaper? (Mark YES only if you read the Ahmedabad Edition, or else, mark NO) *
o Yes
o No
Please Proceed further only if the answer to above question is Yes.
Please rate each of the following attributes of a newspaper with respect to the degree of importance you attach
to them. *
Not at all
important
Not
important Neutral Important
Very
important
Credibility (Unbiased)
News coverage
Speed of the Latest news
coverage
Level of coverage (Local,
National & Global)
Loyalty/ Habit
Brand Name/ Reputation
Not at all
important
Not
important Neutral Important
Very
important
Quality of the newspaper
Font Size used
Colour or Black & white
Extra Supplements
No. of pages
Advertisements
Classifieds
Availability of e-paper
Surprise elements
(Innovation)
Events & Promotions
Word of mouth impact
Price
Free gifts
National presence
Please mention any other factors that, according to you, make newspapers different from one another.
_________________
Where do you rate Divya Bhaskar in terms of the following? *
Not at all
important
Not
important Neutral Important
Very
important
Credibility (Unbiased)
News coverage
Speed of the Latest news
coverage
Level of coverage (Local,
National & Global)
Loyalty/ Habit
Brand Name/ Reputation
Quality of the newspaper
Font Size used
Colour or Black & white
Extra Supplements
No. of pages
Advertisements
Classifieds
Availability of e-paper
Surprise elements
(Innovation)
Events & Promotions
Word of mouth impact
Price
Not at all
important
Not
important Neutral Important
Very
important
Free gifts
National presence
Please mention any other factors that, according to you, make Divya Bhaskar different from other newspapers
______________________
Profile of the Respondent
Sex *
o Male
o Female
Age *
o Below 15 years
o 15-25 years
o 26-35 years
o 36-50 years
o Above 50 years
Occupation *
o School Student
o College Student
o Home maker
o Working Professional
o Business Person
o Retired
o Other, please specify: _____________
Thank You for participating
2. Salient Results of Discriminant Analysis
Summary of Canonical Discriminant Functions
Eigenvalues Wilks' Lambda
Test of
Function(s)
Wilks'
Lambda
Chi-
square df Sig.
1 through 2 .452 50.413 36 .056
2 .760 17.440 17 .425
a First 2 canonical discriminant functions were used in the analysis.
Standardized Canonical Discriminant Function
Canonical Discriminant Function Coefficients Functions at Group Centroids
Coefficients
Function
1 2
CREDIBILITY .659
.26
2
SPEED -.315
.09
3
LEVEL
-.003
-
.12
8
LOYALTY
-.295
-
.37
0
BRANDNAME
.620
-
.01
1
QUALITY
.022
-
.51
3
FONTSIZE -
1.38
2
.20
5
COLOUR .285
.24
7
EXTRA .428 -
Function
1 2
CREDIBILITY .12
7
.05
0
SPEED -
.06
5
.01
9
LEVEL -
.00
1
-
.02
6
LOYALTY -
.05
1
-
.06
4
BRANDNAME .11
5
-
.00
2
QUALITY .00
4
-
.09
7
FONTSIZE -
.29
4
.04
4
COLOUR .04
5
.03
9
NEWSPAPE
R
Function
1 2
1.00 .742 -.237
2.00 -.513 .534
3.00 -
1.83
7
-
1.38
7
Unstandardized canonical
discriminant functions
evaluated at group means
Function Eigenvalue
% of
Variance
Cumulative
%
Canonical
Correlation
1 .681(a) 68.3 68.3 .636
2 .316(a) 31.7 100.0 .490
.14
3
PAGES .190
.60
9
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S -.671
.06
1
CLASSIFIEDS
-.057
-
.32
8
EPAPER .171
.05
2
INNOVATION .247
.11
4
EVENTS
-.312
-
.02
2
WOM .546
.09
8
PRICE
.239
-
.88
0
FREEGIFTS .019
.91
7
EXTRA .08
5
-
.02
8
PAGES .03
8
.12
1
ADVERTISEMENT
S
-
.11
1
.01
0
CLASSIFIEDS -
.01
1
-
.06
5
EPAPER .02
5
.00
8
INNOVATION .04
6
.02
1
EVENTS -
.06
1
-
.00
4
WOM .09
6
.01
7
PRICE .04
1
-
.15
1
FREEGIFTS .00
3
.14
6
(Constant) -
.52
3
.02
3
Unstandardized coefficients