Open Access Open Access  Restricted Access Subscription Access

EXPLORING HIDDEN CONSUMER NEEDS FOR A SAMBALPURI NEWSPAPER: ANALYTICAL STUDY IN WESTERN ODISHA

Srinibash Dash, Sisir Ranjan Dash

Abstract


News is drawn from the life experiences of people who make up a society and between people and the world they experience; there exist systems of signs, which are the products of society. These signs acquire meaning through being structured into codes, the principal code being language. In this context, this study makes a humble attempt to explore the hidden consumer needs for a newspaper in Sambalpuri language in Western Odisha and identify the factors influencing the customers for making purchase decisions. This is how study into hidden consumer needs for a Sambalpuri newspaper becomes relevant.

A total of 335 in-depth face-to-face quantitative interviews were conducted in ten different districts of Western Odisha for the purpose and factor analysis which is a robust statistical tool of data reduction has been employed to evaluate and identify the factors influencing the consumption or buying behaviour of people for newspaper. Through simple but comprehensive methodologies, this study provides a unique strategic framework to the Odia newspaper industry with high degree of policy implications.


Keywords


Consumer behaviour, Consumer needs, Hidden needs of consumer, Analytical study, Sambalpuri newspaper, Odisha.

Full Text:

PDF

References


Allen CT, Karen AM, and Kleine SS. (1992). “A Comparison of Attitudes and Emotions as Predictors of Behaviour at Diverse Levels of Behavioural Experience”, Journal of Consumer Research, Vol.18(March), pp.493-504.

Anandan C, Mohanraj MP, and Madhu S. (2006). “ A Study of the Impact of Values and Lifestyles (VALS) on Brand Loyalty with Special Reference to English Newspapers”, Vilakshan, XIMB Journal of Management, Bhubaneswar, Vol.3(2), pp.97-112.

Bhatti N, Hashmi MA, Raza SA, Shaikh FM, and Shafiq K. “Empirical Analysis of Job Stress on Job Satisfaction among University Teachers in Pakistan”, International Business Research, Vol.4(3), pp.264-270.

Chatterjee M. (2007). “Oriya Language Press: Status, Problems and Prospects”, paper presented in a seminar on language Press in India at University of Pune, February.

Clawson CJ, and Vinson DE. (1978). “Human Values: A Historical and Interdisciplinary Analysis”, in Hunt HK. (ed). “Contributions to Consumer Research”, Association for Consumer Research, Chicago.

Fowler F. (1988). “Survey Research Methods”, Sage Publication, New York.

Gupta SC. (2011). “Fundamentals of Statistics”, Himalaya Publishing House, Mumbai.

http://en.wikipedia.org/wiki/Kosli_language accessed on 10-June-2013

http://www.languageinindia.com/nov2001/1991Languages.html accessed on 10-June-2013

Hussey J, and Hussey R. (1997). “Business Research, A practical Guide for Undergraduate and Postgraduate Students”, Macmillan Press Ltd, London.

Malhotra NK. (2005). “Marketing Research - An Applied Orientation”, 5th Edition, Pearson Education Inc., New Delhi.

Nunnally JC. (1978). “Psychometric theory”, 2nd edition, McGraw-Hill, New York.

Sekaran U. (2000). “Research method for business: A skill building approach”, John Wiley and Sons, Inc.

Stringfellow A, Nie W, and Bowen DE. (2004). “CRM: Profiting from Understanding Customer Needs”, Business Horizons, Vol.47/5, September-October, pp.45-52.

Tehrani N. (2002). “The essence of CRM success: Focus on relationships…otherwise there is no customer to manage”, Customer Interaction Solutions, Vol.21/1(July), pp.2-4.

Zikmund WG. (2000). “Exploring marketing research”, 7th edition, Dryden Press, Forth Worth.


Refbacks

  • There are currently no refbacks.


Send mail to ijmss@ijmss.com with questions or comments about this web site. 

International Journal of Management and Social Sciences, All rights reserved.