Brand Preferences of Newspapers-Factor Analysis Approach

Research Journal of Economics and Business Studies, Volume 5, Number 11, September 2016

10 Pages Posted: 19 Sep 2016

See all articles by Prasanna Mohan Raj

Prasanna Mohan Raj

Alliance University - School of Business

Ananth S

School of Business - Alliance University

Date Written: September 17, 2016

Abstract

Brand Preferences can be defined as the subjective, conscious and behavioral tendencies which influence consumer’s predisposition toward a brand. The newspaper has always been one of the most important providers of news and entertainment, despite of the rise of the Internet and of telecommunications as viable sources of information. People have different norms, values, and believes. When looking for a newspaper, people are interested in papers which correspond to their beliefs, they are looking for a newspaper that they can identify themselves with. Consequently, it is important for newspapers to be able to tie customers to them, to deliver something that satisfies the customer, to give the customer an incentive to be loyal. Indian Newspaper Industry is witnessing high growth. Earlier all newspaper owners thought opportunity was within their own geographical area but, in coming years publishers will be spending over Rs 1000 crores to invade each other’s territories. The Newspaper market is bound to grow. New brands are coming into different territories. Unless the publishers recognize the preferences of readers, they could not succeed the hearts of the customers .This paper makes an attempt at identifying the key factors influencing brand preferences for English newspapers with special reference to south India. This study also analyzes the comparison of factors among the four states’ of people in the southern region. A prudent Newspaper, by adding the features expected by readers and spelt out in this research will make it more attractive for readers. This paper not only captures the preferred sections of Newspaper but also the expectations of the readers from the Newspapers.

Keywords: Brand Preferences, Newspaper, Factor Analysis, Friedman and Kendall

Suggested Citation

Mohan Raj, Prasanna and S, Ananth, Brand Preferences of Newspapers-Factor Analysis Approach (September 17, 2016). Research Journal of Economics and Business Studies, Volume 5, Number 11, September 2016 , Available at SSRN: https://ssrn.com/abstract=2840102

Prasanna Mohan Raj (Contact Author)

Alliance University - School of Business ( email )

Bangalore
India

Ananth S

School of Business - Alliance University ( email )

chikkahagade cross, chandapura - Anekal Main Road
Anekal
Bangalore, 562106
India

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