Brand Preferences Of Newspapers-Factor Analysis Approach

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.