M 201703003

INTERCONTINENTAL JOURNAL OF MARKETING MANAGEMENT
ISSN:2350-0891 -ONLINE ISSN:2350-0883 -PRINT -IMPACT FACTOR:3.772

VOLUME 4, ISSUE 3, MARCH 2017
A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE

NEWS READERS (WITH SPECIAL REFERENCE TO POLLACHI
TALUK)
R.KEERTHANA1 S.SARANYA2
1
Student of PG Department of Commerce with International Business, NGM College Pollachi
2
Assistant Professor of PG Department of Commerce with International Business, NGM College Pollachi
ABSTRACT
An online newspaper is the online version of a newspaper, either as a stand-alone publication

or as the online version of a printed periodical. Going online created more opportunities for
newspapers, such as competing with broadcast journalism in presenting breaking news in a more
timely manner. The research mainly discuss to customer satisfaction in the online newspaper. The
study makes use of statistical techniques such as Percentage analysis and Chi-Square test. The study
concluded that Newspaper reading also improves the communication skills and creative faculties and
help the readers achieve a unbiased and informative worldview. The newspaper is an opportunity to
their readers to observe and gain knowledge. The newspaper is filled news that happened yesterday in
cities, hundreds, and thousands of miles away. Information regarding Radio and television station,
cable network, magazines and view computer information services certainty contribute to the range of
information how available to citizens. The newspaper concern knows the news earlier than we know.
Keywords: online, newspaper, satisfaction, information
INTRODUCTION
Online newspapers are much like hard-copy newspapers and have the same legal boundaries,
such as laws regarding libel, privacy and copyright, also apply to online publications in most
countries, like in the UK. Also in the UK the Data Protection Act applies to online newspapers and
news pages, as well as the PCC rules in the UK. But the distinction was not very clear to the public in
the UK as to what was a blog or forum site and what was an online newspaper. In 2007, a ruling was
passed to formally regulate UK based online newspapers, news audio, and news video websites
covering the responsibilities expected of them and to clear up what is, and what isn't, an online
publication.
News reporters are being taught to shoot video and to write in the succinct manner necessary
for the Internet news pages. Many are learning how to implement blogs and the ruling by the UK's
PCC should help this development of the internet. Some newspapers have attempted to integrate the
internet into every aspect of their operations, i.e., reporters writing stories for both print and online,
and classified advertisements appearing in both media; others operate websites that are more distinct
from the printed newspaper. The Newspaper National Network LP is an online advertising sales
partnership of the Newspaper Association of America and 25 major newspaper companies.
STATEMENT OF THE PROBLEM

Newspaper is a store house of knowledge. General Knowledge is an essential part of
education. Newspaper is the best means for acquiring knowledge. The expectations of newspaper are
vary from one customer to the other customer. It is very difficult to any business firm to satisfy all the
expectations of all customers but there are some common factors that are essential to fulfill. Here the
An Open Access, Peer Reviewed, Refereed, Online and Print International Research Journal
www.researchscripts.org 26 editor@researchscripts.org
main problem of the survey is to know the various factors that are very important in satisfying the
customer‟s needs and to know how online newspaper is ensuring its customers satisfaction.
OBJECTIVES OF THE STUDY
 To study the demographic profile of the respondents reading newspapers in Pollachi Taluk.
 To find the customer satisfaction in the online newspaper.
SCOPE OF THE STUDY
The Internet and new technologies are changing the information behavior of news readers.
The objective of this study is to determine readers satisfaction with online newspaper contents. Many
studies revealed differences in content between print and online newspapers, but there is still a gap on
determining the level of readers satisfaction with the contents. This study explored the perception of
news and online news reading behavior. Newspapers are today blending into what is now considered
a single system of interrelated systems (internet). The influence of the internet could be readily
noticed in the online newspaper phenomenon that has greatly increased the accessibility of people to
information services.
SIGNIFICANCE OF THE STUDY
Newspapers are a mirror of public opinion too. Through their columns, the public can present
their views on subjects of national and international issues. Letters to the Editor is one very important
part of a newspaper. Business houses also make great use of the newspapers to advertise their
products and to reach out to their customers. The alluring advertisements have a great impact on
popular mind and that is the purpose of such advertisements. But there is one great responsibility
which devolves upon the newspapers. This responsibility is to give the correct news, not to distort it
or misrepresent it for some error motive.
RESEARCH METHODOLOGY
This part explains the methodology used in this study. The methodology includes sources of
data. Sample size, area of the study and framework of analysis.
RESEARCH DESIGN
Research design is generally a pure and simplified framework and certain plan for a study that
will guide the collection and analysis of data where information needed. The function of the research
design is to ensure that the required data is obtained and collected accurately and economically.
Research design is basic framework, which provides guideline for the best of research purpose.
SAMPLING METHOD
To study the Project a Convenient Sampling Method is adopted. The study depends on
primary data. A pilot study is conducted to validate the questionnaire and to confirm the feasibility of
the study. Based on the pilot study, the questionnaire is modified suitably to elicit response from the
sample group.
SAMPLING SIZE
Sample of 120 people were taken into study, and their data were collected. Samples for the
purpose of the study are selected systematically.
METHOD OF DATA COLLECTION

The data for this study are of two types: -
 Primary data
 Secondary data
PRIMARY DATA
Primary data is the data is collected from the respondent for the first time, it is original in
nature. For the purpose of collection of primary data, a well structured questionnaire was framed and
filled by the respondents. The questionnaire comprises of close ended as well as open ended
questions. In close ended questions, checklist questions and multiple choice questions are used.
SECONDARY DATA
Secondary data are collected from books, magazines, web sites etc, and both open ended &
close-ended questions are incorporated in the questionnaire for the collection of data.
STATISTICAL TOOLS
The following statistical tools are used in the study
 Percentage Analysis
 Chi – square test
PERIOD OF THE STUDY

The period of the study is 4 months (from December 2016 to March 2017).
LIMITATIONS OF THE STUDY

 The study is based on the attitude and perceptions of the consumers.
 The study was completed in short period. Lack of time for study is another drawback.
 The sample size was limited to 120 also the study was conducted only in rural area of
Pollachi Taluk.
REVIEW OF LITERATURE
Kishore Basumatary (2014) examined “Information literacy and reading habits: a Case study of
samelangso, Howraghat and Langsomepi Development blocks under karbi angling Autonomous
council of Assam, India”. He found The educated people read mostly newspaper, magazine, locally
published journal and general books like novel and other leisure books. indicates the source or mode
of acquiring the print reading materials. Newspaper is the most popular reading material among the
educated people of the study area. Table-4 indicates that (80.5%) of the respondents including male
and female reads newspaper by shelf purchasing, followed by books (48%) and Magazine (45%). This
study also indicates that among males reading newspaper by self-purchasing is (56.5%) followed by
and Magazine (36%) books (29%). On the other hand, among females reading newspaper by self-
purchasing is (24%) followed by books (19%) and magazine (9%). Acquiring or accessing newspaper,
magazine, and books from library and other means by both male and female are meager and not
significant.
Kiran. G And A. M.kadakol (2013), was entitled on “Consumer Preference Towards The Times Of
India Newspaper With Special Reference To Bangalore City”. This study aims at understanding the
factors affecting customers to read TOI. The newspaper can initially be defined as a written means of
conveying current information. This means that the first organized attempt to provide such a service
occurred in ancient Rome. Where newsletters conveyed what was going in the capital to the father
reach of the Roman Empire. Today print media is becoming increasingly expensive activity this study
aims at understanding whether TOI newspaper is having more impact on the readers in receiving the
information quickly and accurately and to know how newspaper has become more a customized
product in order to reach the different segments of the society. It also aims to understand reader's
expectation towards addition & deletion of information in the newspaper and to explore the
information related to the loyalty of
newspaper readers and at last to know the various aspects of threats and opportunities posed to its
newspaper subscription by digital media, Internet and demographic characteristics are studied.
Akanda, et.al (2013) surveyed about “Reading habit of students in social sciences and arts: A case
study of Rajshahi University”. They found The World Wide Web has grown in popularity and use in
recent years. The respondents of this survey, like other young people, are regular users of the web. It
is an encouraging sign that the majority of them browse the web for reading purposes. Cyber cafés
have become major places for people to use the Internet. Many young people prefer cyber cafés
because they are affordable and comfortable. On the other hand, a substantial number of the
respondents access the Internet from home. The pattern of their Internet usage is also noteworthy,
because, contrary to the popular belief, the majority of the students surveyed indicated that they use
the Internet only for one hour a day.
Eamin Ali Akanda and ArmanulHaque (2013) conducted a study “Newspaper Reading Habits Of
University Graduate Students In Bangladesh: A Case Study”. They found expresses that majority 130
(11.85%) number of the respondents read newspaper to obtain information while the second largest
125 (11.39%) respondents read newspaper to broaden the horizon of general knowledge and 122
(11.12%) respondents read for educational purpose while 120 (10.94%) respondents read for the
purpose of searching new jobs and to know the sports news respectively. The least number of
respondents i.e. 10 (0.91%) for improving the status in the society. That hall libraries are the most
common sources of paper based newspapers of students i.e. 35.91% students depend on hall Libraries
while 30.39% students depend on individual subscription, and 13.81% students rely on university
library. And the least number of students i.e. 4.97% students depend on public library and 14.92%
students depend on other sources for getting newspapers.
N. Geetha (2012), was entitled on “ A Study On Readers Attitude Towards Dinakaran Daily News
Paper With Special Reference To Tiruchengodu, Namakkal District”. This paper seeks to develop our
indulgent of reader‟s attitude towards dinakaran daily newspaper. The main objective of this study is
to enhance the understanding about reader‟s attitude towards dinakaran daily newspaper and also the
study intends to examine the impact of factors affecting attitude towards dinakaran daily newspaper.
For this, the samples of 150 have been taken from the total population based on convenience sampling
method. The data collection is based on the primary data source and secondary data source. The data
were collected and analyzed with the help of the statistical tools. Findings and conclusions were given
based on the analysis and the suggestions. This study reveals that Awareness of Dinakaran daily is in
satisfactory level and they are willing to recommend others.
ANALYSIS AND INTERPRETATIONS

I) PERCENTAGE ANALYSIS
Table No: 1 - Demographic Profile
Percentage of
S.No Determinants No of Respondents
respondents
Area of Residence
Rural 48 40
1 36 30
Semi-Urban
Urban 36 30
Age
Below 20 years 58 48
2 60
21-30 years 50
31-40 years 2 2
Gender
3 Male 38 32
Female 82 68
Marital Status
4 Married 14 12
Unmarried 106 88
Educational Qualification
Upto HSC 16 13
Diploma 17 14
5 43 36
Under Graduate
Post Graduate 38 32
Professional 6 5
Occupation
Government Employee 5 4
Private Employee 8 7
6 Business 3 3
Agriculture 11 9
Housewife 2 2
Students 91 76
Types of family
7 Joint 44 37
Nuclear 76 63
Family Size
Up to 3 members 30 25
4-6 members 78 65
8 6-10 members 9 8
Above 10 members 3 2
Monthly Income
Upto Rs.10,000 60 50
9 Rs.10,001 - Rs.20,000 43 36
Rs.20,001 to Rs.30,000 11 9
Above RS.30,001 6 5
Total 120 100
INTERPRETATION
From the above table shows that out of 120 respondents, Majority 40% of the respondents are
residing in rural area. Majority of the respondents fall in the age group between 21 – 30 years.
Majority of the respondents are female respondents. Most 88% of the respondents are unmarried.
Majority 36% of the respondents are under graduate holders. Majority 76% of the respondents are
students. Majority 63% of the respondents are belong to nuclear family. Majority 65% of the
respondents said that 4- 6 members in their family and the majority 50% of the respondents monthly
income is up to Rs.10,000.
CHI – SQUARE
Table No: 2
Area of Residence and Level of Satisfaction
H0 = There is no significant association between area of residence of the respondents and their level
of satisfaction.
Level of Satisfaction
Area of Residence Total
High Moderate Low
Rural 24 14 10 48
Semi-Urban 19 14 3 36
Urban 10 24 2 36
Total 53 52 15 120
Calculated χ2 Value: 14.629 Degree of freedom: 4 Table Value: Five per cent level: 9.488
INTERPRETATION
Since the calculated χ2 value (14.629) is greater than the table value (9.488).Therefore it is
concluded that there is a significant association between area of residence of the respondents and their
level of satisfaction. Hence, Null hypothesis is rejected.
Table No: 3
Age and Level of Satisfaction
H0 = There is no significant association between age of the respondents and their level of satisfaction.
Age Total
High Moderate Low
Below 20 years 25 27 6 58
21-30 years 27 25 8 60
31-40 years 1 0 1 2
Total 53 52 15 120
INTERPRETATION
Since the calculated χ2 value (3.582) is less than the table value (9.488).Therefore it is
concluded that there is no significant association between age of the respondents and their level of
satisfaction. Hence, Null hypothesis is accepted.
Table No: 4
Gender and Level of Satisfaction
H0 = There is no significant association between gender of the respondents and their level of
satisfaction.
Gender Total
High Moderate Low
Male 22 12 4 38
Female 31 40 11 82
Total 53 52 15 120
INTERPRETATION
concluded that there is no significant association between gender of the respondents and their level of
Table No: 5
Marital Status and Level of Satisfaction
H0 = There is no significant association between marital status of the respondents and their level of
satisfaction.
Marital Status Total
High Moderate Low
Married 5 8 1 14
Unmarried 48 44 14 106
Total 53 52 15 120
INTERPRETATION
concluded that there is no significant association between marital status of the respondents and their
level of satisfaction. Hence, Null hypothesis is accepted.
Table No: 6
Educational Qualification and Level of Satisfaction
H0 = There is no significant association between educational qualification of the respondents and
their level of satisfaction.
Educational Qualification Total
High Moderate Low
Upto HSC 5 11 0 16
Diploma 4 12 1 17
Under Graduate 23 15 5 43
Post Graduate 16 13 9 38
Professional 5 1 0 6
Total 53 52 15 120
INTERPRETATION
concluded that there is a significant association between educational qualification of the respondents
and their level of satisfaction. Hence, Null hypothesis is rejected.
Table No: 7
Occupation and Level of Satisfaction
H0 = There is no significant association between occupation of the respondents and their level of
satisfaction.
Occupation Total
High Moderate Low
Government Employee 5 0 0 5
Private Employee 2 4 2 8
Business 2 0 1 3
Agriculture 1 10 0 11
Housewife 1 1 0 2
Students 42 37 12 91
Total 53 52 15 120
INTERPRETATION
concluded that there is a significant association between occupation of the respondents and their level
of satisfaction. Hence, Null hypothesis is rejected.
Table No: 8
Types of family and Level of Satisfaction
H0 = There is no significant association between type of family of the respondents and their level of
satisfaction.
Types of family Total
High Moderate Low
Joint 15 26 3 44
Nuclear 38 26 12 76
Total 53 52 15 120
INTERPRETATION
concluded that there is a significant association between type of family of the respondents and their
level of satisfaction. Hence, Null hypothesis is rejected.
Table No: 9
Family Size and Level of Satisfaction
H0 = There is no significant association between family size of the respondents and their level of
satisfaction.
Family Size Total
High Moderate Low
Up to 3 members 16 9 5 30
4-6 members 33 37 8 78
6-10 members 3 4 2 9
Above 10 members 1 2 0 3
Total 53 52 15 120
INTERPRETATION
concluded that there is no significant association between family size of the respondents and their
level of satisfaction. Hence, Null hypothesis is accepted.
Table No: 10
Monthly Income and Level of Satisfaction
H0 = There is no significant association between monthly income of the respondents and their level of
satisfaction.
Monthly Income Total
High Moderate Low
Upto Rs.10,000 22 29 9 60
Rs.10,001 - Rs.20,000 21 18 4 43
Rs.20,001 to Rs.30,000 5 4 2 11
Above Rs.30,001 5 1 0 6
Total 53 52 15 120
INTERPRETATION
concluded that there is no significant association between monthly income of the respondents and
their level of satisfaction. Hence, Null hypothesis is accepted.
Table No: 11
Know about online news and Level of Satisfaction
H0 = There is no significant association between know about online news and their level of
satisfaction.
Know about online news Total
High Moderate Low
Friends 30 17 8 55
Neighbors 5 8 2 15
Advertisement 7 14 4 25
Relatives 10 13 1 24
Others 1 0 0 1
Total 53 52 15 120
INTERPRETATION
concluded that there is no significant association between know about online news and their level of
Table No: 12
Duration of reading newspaper through online and Level of Satisfaction
H0 = There is no significant association between duration of reading newspaper through online and
Duration of reading Level of Satisfaction
Total
newspaper through online High Moderate Low
Below 6 months 32 28 9 69
6 months - 1 year 16 14 4 34
1 year - 5 years 5 3 1 9
Above 5 years 0 7 1 8
Total 53 52 15 120
INTERPRETATION
concluded that there is no significant association between duration of reading newspaper through
online and their level of satisfaction. Hence, Null hypothesis is accepted.
Table No: 13
Reason for reading newspaper through online and Level of Satisfaction
H0 = There is no significant association between reason for reading newspaper through online and
Reason for reading newspaper Level of Satisfaction

Total
through online High Moderate Low
For Time saver 10 11 7 28
Easy Availability 41 41 6 88
For money save 2 0 2 4
Total 53 52 15 120
INTERPRETATION
concluded that there is a significant association between reason for reading newspaper through online
and their level of satisfaction. Hence, Null hypothesis is rejected.
FINDINGS
Percentage Analysis
 Majority 40% of the respondents are residing in rural area.

 Majority of the respondents fall in the age group between 21 – 30 years.
 Majority of the respondents are female respondents.
 Most 88% of the respondents are unmarried.
 Majority 36% of the respondents are under graduate holders.

 Majority 76% of the respondents are students.
 Majority 63% of the respondents are belong to nuclear family.
 Majority 65% of the respondents said that 4- 6 members in their family.
 Majority 50% of the respondents monthly income is up to Rs.10,000.
Chi-Square test
 There is a significant association between area of residence of the respondents and their level
of satisfaction. Hence, Null hypothesis is rejected.
 There is no significant association between age of the respondents and their level of
 There is no significant association between gender of the respondents and their level of
 There is no significant association between marital status of the respondents and their level of
 There is a significant association between educational qualification of the respondents and
their level of satisfaction. Hence, Null hypothesis is rejected.
 There is a significant association between occupation of the respondents and their level of
satisfaction. Hence, Null hypothesis is rejected.
 There is a significant association between type of family of the respondents and their level of
satisfaction. Hence, Null hypothesis is rejected.
 There is no significant association between family size of the respondents and their level of
 There is no significant association between monthly income of the respondents and their level
of satisfaction. Hence, Null hypothesis is accepted.
 There is no significant association between know about online news and their level of
 There is no significant association between duration of reading newspaper through online and
their level of satisfaction. Hence, Null hypothesis is accepted.
 There is a significant association between reason for reading newspaper through online and
their level of satisfaction. Hence, Null hypothesis is rejected.
SUGGESTIONS
 This newspaper covers the international news more.

 For the benefit of the students the paper should publish the past years competitive exams and
public exams question with answers.
 It should not more cover political advertisement though they are paid much amount for
advertising.
CONCLUSION
Newspaper reading also improves the communication skills and creative faculties and help
the readers achieve a unbiased and informative worldview. The newspaper is an opportunity to their
readers to observe and gain knowledge. The newspaper is filled news that happened yesterday in
cities, hundreds, and thousands of miles away. Information regarding Radio and television station,
cable network, magazines and view computer information services certainty contribute to the range of
information how available to citizens. The newspaper concern knows the news earlier than we know.
It was found that readers like reading the online version of the newspaper more than its print
counterpart in the study area. Moreover, the content of the online newspaper makes their reading more
interesting. The readers enjoy reading the online version of the newspaper more than its print
counterpart. The readers feel better informed by reading the online version of the newspaper.
REFERENCE
 Kiran. G And A. M.kadakol (2013), “Consumer Preference towards The Times Of India
Newspaper With Special Reference To Bangalore City”. International Journal of Advance
Research in Computer Science and Management Studies, Volume 2, Issue.3, March 2014,
pp.183-191.
 Mahalakshmi and Sudha (2012), “A study on market potential for mangalam newspaper
private limited, kottayam”. Altius Shodh Journal of Management and Commerce, Volume 3,
Issue. 4, pp.95-101, ISSN: 2348-8891.
 Dr. P. Jayasubramanian and Mrs. M. Santhi (2012), “Customer Satisfaction Level of the
Hindu News Paper”. Indian Journal of Research, Volume 3, Issue. 11, pp.45-46, ISSN - 2250-
1991.
 Nirav joshi & Yashpalsinh jabeja (2012), “To study the perception and E-satisfaction of
online news paper readers in Gujarat state. International Research Journal of Business and
Management-IRJBM ISSN 2322-083X, Volume V , Issue. 9, pp.116-127.
 N. Geetha (2012), “ A Study On Readers Attitude towards Dinakaran Daily News Paper With
Special Reference To Tiruchengodu, Namakkal District”. The Journal of Services Marketing,
Volume 18, (6), pp. 500-513.

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INTERCONTINENTAL JOURNAL OF MARKETING MANAGEMENT

ISSN:2350-0891 -ONLINE ISSN:2350-0883 -PRINT -IMPACT FACTOR:3.772

A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE

An online newspaper is the online version of a newspaper, either as a stand-alone publication

Keywords: online, newspaper, satisfaction, information

STATEMENT OF THE PROBLEM

OBJECTIVES OF THE STUDY

SCOPE OF THE STUDY

METHOD OF DATA COLLECTION

PERIOD OF THE STUDY

LIMITATIONS OF THE STUDY

ANALYSIS AND INTERPRETATIONS

Total 120 100

Reason for reading newspaper Level of Satisfaction

 Majority 40% of the respondents are residing in rural area.

 Majority 36% of the respondents are under graduate holders.

 This newspaper covers the international news more.

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