# A Study on Market Potential for Mangalam Newspaper Private Limited, Kottayam

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2 International Journal of Scientific and Research Publications, Volume 2, Issue 10, October VI. METHODOLOGY The study is a descriptive one. The main aim behind the study was to identify the market potential of Mangalam. Through the study, collect the opinion of the readers about Mangalam and other newspapers. The respondents are personally contacted and the data are collected through schedules. VII. SOURCE OF DATA PRIMARY DATA Primary data are those data, which are being collected by the researcher for the first time. They are the information received directly from general public, to whom the study was conducted. In this study, primary data was collected with the help of schedules. SECONDARY DATA The secondary data is collected through published and unpublished sources. Unpublished sources include, discussions held with unit chief, circulation manager, assistant circulation manager etc. of Mangalam. Information has also been collected from internet, editorials of newspapers, libraries etc. VIII. SAMPLING PROCEDURE The sampling procedure used for the study is stratified sampling. Stratified sampling is a type of probability sampling.in this type of sampling, the entire population in which the study is conducted is divided into sub universe of homogeneous group. It is called strata and the sample is drawn from each of the strata. From each strata the researcher selects the sample randomly. From the above table it is clear that 70% of the respondents are male and 30% are female. So that most of the respondents are male. Table no: 3 Occupation of respondents S:No Occupation No. of Percentage respondents 1 Agriculture Business Professional Others It is clear from the above table that 30% of the respondents are agriculturist, 25% of the respondents are doing business, 22% of the respondents are professionalists and 23% of the respondents are doing other type of jobs. So that most of the respondents are doing agriculture. Chart: 1 Monthly Income Table no. 1 Age group of respondents S:No Age No. of respondents Percentage 1 Below Above It is clear from the above table that 32% of the respondents are in the age group of years. 28% of the respondents are in the age group of above 60.22% of the respondents is in the age group of and the rest 18% of the respondents are below 20 years. Table no: 2 Sex wise classification S: No Sex No. of respondents Percentage 1 Male Female It is clear from the above chart that 35%of the respondents are in the salary of , 25% of the respondents are in the salary above5000, 22% of the respondents are in the salary 3000-

3 International Journal of Scientific and Research Publications, Volume 2, Issue 10, October and the rest 18% of the respondents are in the salary below So that most of the respondents are in the income level of It is clear from the above table that 50% of the respondents know about Mangalam by self, 24% by relatives, 18% by friends and the remaining 8% by other method. Table no: 4 Do you subscribe Mangalam News paper S: No Opinion No. of respondents Percentage 1 Yes No Chart: 2 What is your opinion about the quality of the News Paper? It is clear from the above table that 65% of the respondents are the subscriber of Mangalam News paper and 35% of the respondents are not the subscriber of Mangalam News paper. So that most of the respondents are the subscriber of the Mangalam newspaper. Table no: 5 What makes you to subscribe Mangalam News paper? S: No Opinion No. of respondents Percentage 1 Truthfulness Reliability Impartiality No political bias It is clear from the above table that 20% of the respondents are subscribe Mangalam News paper due to its truthfulness,6% of the respondents are subscribe Mangalam News paper due to its Reliability,44% due to impartiality,30% due to no political bias. Table no:6 How do you know about Mangalam News paper? S:No Opinion No. of respondents Percentage 1 Self Relatives Friends Others 8 8 It is clear from the above chart that 42% of the respondents are highly satisfied with the quality of the news paper, 28% of the respondents are satisfied with the quality of news paper, 18% of the respondents are dissatisfied with the quality of the news paper, and the remaining 12% of respondents are highly dissatisfied with the quality of the paper. Table no: 7 Modes of purchase S:No Purchase Mode No. of Percentage respondents 1 Buy from shop Borrow from Neighbor Lend it from library Through Newspaper agent 52 52

4 International Journal of Scientific and Research Publications, Volume 2, Issue 10, October Total 100 Interpretation It is clear from the above table that 52% of the readers through news paper agent, 18% of the readers borrow from the neighbors, 16% of the readers buy the newspaper from the shop14% readers lend it from library. Chart: 3 Are you willing to maintain long term relationship with Mangalam News paper? It is clear from the above chart that 50 respondents preferred Malayalamanorama as 1 st,40 respondents ranked Mathrubhumi 2 nd,44 respondents ranked Mangalam 3 rd and Madhyamam is ranked 4 lh by 48 respondents. Table no: 8 Do you have any expectations related to Mangalam Newspaper Interpretation It is clear from the above chart that 78% of the respondents are willing to maintain long term relationship with Mangalam newspaper and 22% of the respondents are not willing to maintain long term relationship with Mangalam newspaper Chart: 4 Ranking accordance to the preference of newspaper S: No Opinion No. of respondents Percentage 1 Yes No From the table it shows that 80% of the customers have expectations related to Mangalam News paper and 20% of the customers have no expectations related to Mangalam Newspaper. So that most of the customers have the expectations related to Mangalam Newspaper. Chart: 5 How do you rate Mangalam News paper?

5 International Journal of Scientific and Research Publications, Volume 2, Issue 10, October column is attractive. So that most of the respondent s opinion is that sports column is more attractive. Chart: 6 Are you satisfied with the supplement? From the table it shows that 58% of the respondent's are not satisfied with the supplement and 42% of the respondent's are satisfied with the supplement. So that most of the respondent's are not satisfied with the supplement. Table no: 10 Are you satisfied with the Classified S: No Opinion No. of Percentage 1 Yes respondents No The above chart shows that 44% of the customers are rate Mangalam News paper as good and 30% of the customers are rate Mangalam as average and 20% of the customers are rate Mangalam as excellent and other 6% of the customers are rate Mangalam as poor. So that most of the customers rate Mangalam as good. Table no: 9 Which information column is attractive? S:No Opinion No. of respondents Percentage 1 Sports Classifieds Education Others From the above table it is clear that 58% of the respondent's opinion is that sports column is more attractive and 18% of the respondent's opinion is that classified column is attractive and 16% of the respondent's opinion is that other information column is attractive and 8% of the respondent's opinion is that education From the table it shows that 72% of the respondent's are not satisfied with the classified and 28% of the respondent's are satisfied with the classified. So that most of the respondent's are not satisfied with the classified. IX. FINDINGS 1) The determinant factor is selecting a particular newspaper and age groups of the respondents are dependent. 2) The kind of newspaper which read and the occupational level of respondents are dependent. 3) 70% of the readers are male. This explains that men community must more concentrate to promote and popularize this newspaper. 4) Age between has got maximum readers coming to 32%. The maximum readership is between the age group of ) 35% of the respondents are having monthly income between ) 30% of the respondents are agriculturist. 7) 65% of the respondents are the subscriber of the Mangalam newspaper. 8) 44% of the respondents are subscribing Mangalam newspaper due to impartiality. 9) 50% of the respondents know about the Mangalam newspaper by self. 10) 42% of the respondents are satisfied with the quality of the newspaper. 11) 52% of the customers got the newspaper through newspaper agent.

6 International Journal of Scientific and Research Publications, Volume 2, Issue 10, October ) 78% of the respondents are willing to maintain long term relationship with Mangalam newspaper. 13) Mangalam daily is ranked 3 rd position among the newspapers in Kottayam. 14) 80% of the respondents have expectation from Mangalam newspaper. 15) 44% of the respondent s rate Mangalam newspaper is good. 16) 58% of the respondent s opinion is sports column is more attractive. 17) 58% of the respondents are not satisfied with the supplement of Mangalam. 18) 72% of the respondents are not satisfied with the classified of Mangalam newspaper. 3) With the existing constraints of printing the publisher can try to improve the paper quality and printing style to have more circulation. 4) To add more sports news, educational news and local news. 5) To add more pages in the Sunday special publication. 6) Newspaper will be delivered at proper time. 7) The Mangalam publication should concentrate more on its features and news of the newspaper. They have to increase the quality of the newspaper to complete with its competitors. XI. CONCLUSION The Mangalam newspaper has got very response from its readers. Most of the readers prefer the newspaper for its cost. If Mangalam publication can follow the suggestions given by the respondents to increase the sales, improve quality and add the more features news then it will reach the No.2 position with recent years. REFERENCES [1] P.K.Agarval 2007 Edition, Marketing Management. [2] Kothari C.R 1997, Research Methodology. Website Referred: [3] [4] AUTHORS First Author Dr.J.Mahalakshmi,Department of Commerce, PSG College of Arts & Science, Coimbatore X. RECOMMENDATIONS 1) Effective advertisement through television should be telecasted to improve sales. 2) Informative article should be added. Correspondence Author R.Sudha, 15-D Kongu Nagar, Ramanathapuram, Coimbatore-45, Mobile: No: ,

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