AN INVESTIGATION ABOUT NEWSPAPER BUYING AND EFFECTS OF SALES PROMOTIONS ON NEWSPAPER CHOICE
A THESIS
S u b m itte d To The D epartm en t Of Management And The G ra d u a te S c h o o l Of Bvisiness A d m i n i s t r a t i o n Of B i l k e n t U n i v e r s i t y I n P a r t i a l F u l l f i l l m e n t Of The R e q u ir e m e n t s F or The D e g r e e Of M a ster Of B u s in e s s A d m i n i s t r a t i o n İüraiından tclrr·: B y NAZAN HAYDARI JULY, 1992
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Doc.Dr.GUl i z GER
I c e r t i f y t h a t I h a v e r e a d t h i s t h e s i s and t h a t in my o p in io n i t i s f u l l y a d e q u a te , in s c o p e and in q u a lit y , a s a t h e s i s f o r t h e d e g r e e o f Maister o f B u sin ess A d m i n i s t r a t i o n P r o f .Dr. S e ç i l TUNCALP I c e r t i f y t h a t I h a v e r e a d t h i s t h e s i s and t h a t in my o p in io n i t i s f u l l y a d e q u a te , in s c o p e and in q u a lit y , a s a t h e s i s f o r t h e d e g r e e o f M a s t e r o f B u s in e s s A d m i n i s t r a t i o n
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ABSTRACT
AN IN VESriG ATIO N ABOUT NEWST'APER BUYING AND EFFECTS OF SALES PROMOTION ON NEWSPAPER CHOICE
By
Nazan Haydara
S u p e r v i s o r : Doç. Di'. G U l i z GER
N ew sp ap ers, l i k e o t h e r m edia, i n f l u e n c e t h e s o c i e t y . Because o f t h e i m p o r t a n c e o f t h i s i n f l u e n c e and i n c r e a s i n g c o m p e t i t i o n fr o m o t h e r m e d ia , i n v e s t i g a t i n g t h e c h a r a c t e r i s t i c s , o p i n i o n s , a t t i t u d e s and l i f e s t y l e s o f t h e newspaper b u y e r s and n on b u ye rs w i l l be u s e f u l t o en han ce t.he u n d e r s t a n d in g o f i t s r o l e i n t h e s o c i e t y .
I n T u rk e y , a l t h o u g h t h e l i t e r a t e p o p u l a t i o n o v e r t h e a g e IS,, which i s t h e p o t e n t i a l market f o r newspaper i n d u s t r y , has been i n c r e a s i n g , t o t a l c i r c u l a t i o n o f t h e n e w s p a p e rs has n o t been i n c r e a s i n g . I n t h a t c o n t e x t , n ew sp a p ers h a v e s t a r t e d t o g i v e s a l e s p r o m o t i o n s t o i n c r e a s e t h e i r c i r c u l a t i o n s . Tnal i n f l u e n c e d a g r o u p o f p e o p l e i n b u y in g n e w s p a p e r s f o r thr-ir p r o m o tio n s . O b j e c t i v e s o f t h i s s t u d y a r e t w o f o l d : The f i r s t o n e .is t o a s s e s s t h e c h a r a c t e r i s t i c s o f newspaper b u y e r s , w i t h r e g a r d t o t h e i r d e m o g r a p h ic s , r e a d i n g h a b i t s , a t t i t u d e s to w a rd n ew sp ap er, a t t i t u d e s to w a rd s a l e s p r o m o t i o n s , a t t i t u d e s tow a rd TV and s t r e n g t h o f p o l i t i c a l I d e a s . The s e c o n d one i s t o exam ine main d i f f e r e n c e s among b u y e r s , who a r e g ro u p e d by t h e i r f r e q u e n c y o f new spaper b u y i n g , and b y how much t h e i r newspaper c h o i c e i s a f f e c t e d by s a l e s p r o m o t io n s
D i f f e r e n c e s b e tw e e n i n f r e q u e n t and f r e q u e n t b u y e r s , and b e tw e e n b u y e rs who a r e a f f e c t e d and v^ho a r e n o t a f f e c t e d b y s a l e s p r o m o t io n s w e re a n a l y z e d b y u s i n g c h i - s q u a r e and t t e s t s , d i s c r i m i n a n t a n a l y s i s and c o r r e l a t i o n . D i f f e r e n c e s b e tw e e n b u y e r s and n on b u ye rs w e re a l s o a n a l y z e d , u s i n g c q i - s q u a r e t e s t and some s i g n i f i c a n t d i f f e r e n c e s b e tw e e n t h e g r o u p s w e re fo u n d . The r e s u l t s i n d i c a t e t h a t , i n f r e q u e n t b u y e r s a r e a f f e c t e d by s a l e s p r o m o t io n s on t h e i r newspaper c h o i c e and p r e f e r w a t c h i n g TV r a t h e r than r e a d i n g , w h i l e f r e q u e n t b u y e rs a r e l o y a l t o a n ew spaper and p r e f e r r e a d i n g t o w a tc h in g . B u yers who a r e a f f e c t e d b y s a l e s p r o m o t i o n s a r e n o t l o y a l t o a n e w s p a p e r, b e l i e v e t h a t w a t c h i n g i s more e f f e c t i v e than r e a d i n g f o r them and m o s t l y do n o t r e a d b ook s or m a g a z in e s w h e rea s b u y e r s who a r e n o t a f f e c t e d b y s a l e s p r o m o t io n s buy a c e r t a i n newspaper and o f t e n r e a d books and m a g a z in e s .
ÖZET
GAZETE SECİMİ VE TUTUNDURMA ARAÇLARININ GAZETE SECİMİ
ÜZERİNDEKİ ETKİERİ KONUSUNDA B İR ARAŞTIRMA
H a z i r l a y a n Nazan Haydar i
T e z Y ö n e t i c i s i : Doç. Dr. GUI i z GER
D i ğ e r tüm m e d y a la r g i b i g a z e t e d e toplum u e t k i l e r . G a z e t e n i n to p lu m d a k i bu e t k i s i v e d i ğ e r m e d y a la r i l e a r a s ı n d a k i a r t a n r e k a b e t n e d e n i y l e , g a z e t e a l a n l a r v e a l m a y a n l a r ı n ö z e l l i k l e r i , d U ş U n c e l e r i , d a v r a n ı ş l a r ı v e yaşam b i ç i m l e r i n i a r a ş t ı r m a k g a z e t e n i n to p lu m d a k i ro lü n ü n daha i y i a n l a ş ı l m a s ı n a y a r d ı m c ı o l a c a k t ı r . G e n e l d e , g a z e t e s e k t ö r ü i ç i n p o t a n s i y e l a l ı c ı oJarak kabul e d i l e n 15 y a ş ı n ü z e r i n d e k i n ü fu s T ü r k i y e ’ de a r tm a s ın a rağm en, g a z e t e l e r i n t o p la m s a t ı ş l a r ı n d a b i r a r t ı ş g ö r ü l m e m e k t e d i r . B ö y l e b i r o r ta m d a , s a t ı ş l a r ı n ı a r t ır m a k i s t e y e n g a z e t e l e r prom osyon d a ğ ı t ı y o r l a r k i , bu da b i r g ru p i n s a n ı s a d e c e promosyonu i ç i n g a z e t e alm a ya y ö n e l t i y o r . Bu a r a ş t ı r m a n ı n i l k amacı g a z e t e a l ı c ı l a r ı n ı n g e n e l ö z e l l i k l e r i n i , d e m o g r a f i k ö z e l l i k l e r i , okuma a l ı ş k a n l ı kİ a r ı , g a z e t e l e r e , g a z e t e l e r i n v e r d i ğ i pr omosyonl ar a ve T V ’ y e k a r ş ı t u t u m l a r ı v e p o l i t i k d ü ş ü n c e l e r i n e b a ğ l ı l ı k l a r ı d o ğ r u l t u s u n d a o r t a y a ç ı k a r m a k t ı r . İ k i n c i amciç i s e g a z e t e a l ı m s ı k l ı ğ ı v e p r o m o s y o n l a r ı n g a z e t e s e ç im i ü z e r i n d e k i e t k i l e r i n e g ö r e o lu ş t u r u lm u ş g r u p l a r a r a s ı n d a k i temel f a r k l ı l ı k l a r ı g ö s t e r m e k t i r .
A n a s ı r a g a z e t e a l a n l a r i l e hergUn g a z e t e a l a n l a r , g a z e t e s e ç i m l e r i n d e prom osyondan e t k i l e n e n l e r i l e e t k i l e n m e y e n l e r a r a s ı n d a k i f a r k l a r ı g ö s te r m e k i ç i n c h i - s q u a r e t e s t , t t e s t , d i s c r i m i n a n t a n a l i z v e c o r r é l a t i o n k u l l a n ı l d ı . A y r ı c a , g a z e t e a l a n l a r v e a lm a y a n la r a r a s ı n d a k i f a r k l a r d a c h i - s q u a l e k u l l a n ı l a r a k a n a l i z e d i l d i v e g r u p l a r a r a s ı n d a b e l i r g i n b a z ı f a r k l a r o r t a y a ç ı k t ı . A r a ş t ı r m a s o n u ç l a r ı n a g ö r e , a n a s ı r a g a z e t e a l a n l a r g a z e t e s e ç i m l e r i n d e p r o m o s y o n la r d a n e t k i l e n i p , g e n e l d e TV s e y r e t m e y i okumaya t e r c i h e d e r k e n , d ü z e n l i g a z e t e a l a n l a r b e l l i b i r g a z e t e y i a l ı p , okumayı TV s e y r e t m e y e t e r c i h e d i y o r l a r . G a z e t e s e ç i m l e r i n d e promosyondan e t k i l e n e n g a z e t e a l i c ı l a r ı n ı n b e l l i b i r g a z e t e l e r i y o k , g e n e l d e s e y r e t m e n i n o n l a r i ç i n okumaktan daha e t k i l i old u ğu n a i n a n ı y o r l a r v e pek g a z e t e v e k i t a p ok u m u yorlar. G a z e t e s e ç im İ e r i n d e promosyondan e t k i l e n m e y e n l e r i n d ü z e n l i o l a r a k a l d ı k l a r ı b i r g a z e t e l e r i v a r v e s ı k s ı k k i t a p v e d e r g i o k u y o r l a r .
ACKNOWLEDGEMENTS
I g r a t e f u l l y a c k n o w le d g e p a t i e n t s u p e r v i s i o n and h e l p f u l l comments o f Doc. Di'. G u l i z G e r , th r o u g h o u t t h e p r e p a r a t i o n o f t h i s s t u d y . I have a l s o b e n e f i t e d fr o m s u g g e s t i o n s o f Dr. Neelam K in r a and P r o f . Di'. S e c j 1 T u n c a lp and I w ould l i k e t o e x p r e s s my th a n k s f o r t h e i r v a l u a b l e s u g g e s t i o n s .
I w ish a l s o thank M ujdat Pakkan, Gürhan A r s l a n and a l l my f r i e n d s who h a v e c o n t r i b u t e d t o my t h e s i s i n one way o r a n o th e r
CONTENTS
I , INTRODUCTION...1
I . I J I n t r o d u c t i o n t o t h e P r o b l e m ...1
I . P la n o f t h e T h e s i s ...4
I I . NEWSPAPER SECTOR ANALYSIS... 6
I I . l! ) P r o d u c t ... 7 1 1 . PI a c e ... 9 11 . Pr omot i o n ... 12 I I . 4:.) P r i c e ... 17 I I I . METHODOLOGY... 19 I J I . I J Sa.mpie... 19 I I I . 2!) Pr oc ed ur e ... 20 I I I . 30 Q u e s tl onnai r e D esi g n ... 21 I I I . 4J Data A n a l y s i s M e t h o d s ... B4 IV . RESULTS AND DISCUSSIONS...2.9 IV . IJ R e s u l t s ...29 IV . 2J D i s c u s s i o n ... 37 V. RECOMMENDATIONS AND L IM IT A T IO N S ... 43 V. I J Recoiiunendati o n s ... 43 V. 23 L i m i t a t i o n s ...47 REFERENCES... 48 APPENDIX A ... SI I . QiJ*?sti onnai r e Used i n t h e S u r v e y ... 52
I I . Q u e s t i o n s R e l a t e d t o D i f f e r e n t V a r i a b l e s i n t h e II.F^’a r t o f t h e Q u e s t i o n n a i r e ... 77
APPENDIX B... 60
1. EXHIBITS: Summary P r o f i l e o f K'ewspa.per Buyers and N o n b u y e r s ... 61
11 . TABLES... 88
L IS T OF TABLES
TABLE 1 ” C i r c u l a t i o n o f N e w s p a p e rs p e r 1000 P e o p l e
i n European C o u n t r i e s . ... .^^9
TABLE 2 - T o t a l P o p u l a t i o n o f T u r k e y . . . ... 90
TABLE 3 - P o p u l a t i o n Over t h e Age 15 i n T u r k e y ... 91
TABLE 4 - L i t e r a c y R a t e i n T u r k e y . .. ... 92
TABLE 5 - C i r c u l a t i o n o f N e w s p a p ers p er lOOO P e o p l e I n T u r k e y ... 93
TABLE 6 - N ewspapers i n t h e T u r k i s h N ew spapers I n d u s t r y and T h e i r C i r c u l a t i o n , s i n c e 197 5... 94
TABLE 7 - A d v e r t i s i n g E x p e n d i t u r e s o f Companies on Medi a ... 96
TABLE 8 - Some o f t h e S a l e s P r o m o t i o n s G iv e n By Newspaper s I n 1 9 9 1 ... 9'7 TABLE 9 - D em ograph ics o f S a m p le ... 98
TABLE 1 0 - Com parison o f D e m o g ra p h ic s B etw een I n f r e q u e n t and F r e q u e n t B u y e r s ... · · · ;i... 101 ,
TABLE 1 1 - Com parison o f Newspaper R e a d in g H a b it Between I n f r e q u e n t and F r e q u e n t B u y e r s ... 103
TABLE 1 2 - Com parison o f A t t i t u d e s Toward S a l e s P r o m o tio n Between I n f r e q u e n t and F r e q u e n t B u y e r s ... 1 07 TABLE 1 3 - Com parison o f R e a d in g H a b i t s Betw een I n f r e q u e n t and F r e q u e n t B u y e r s ...110
TABLE 1 4 - Com parison o f TV W a tc h in g H a b it Between I n f r e q u e n t and F r e q u e n t B u y e r s ... 113
TABLE 1 5 - Com parison o f R e a d in g H a b i t Between I n f r e q u e n t and F r e q u e n t B u y e r s ... 13 6 TABLE 1 6 - Com parison o f A t t i t u d e s Tov/ard New spapers Between I n f r e q u e n t and F r e q u e n t B u y e r s ... . . . 1 1 7 TABLE 1 7 - Com parison o f A t t i t u d e s Toward S a l e s P r o m o t io n Between I n f r e q u e n t and F re q u e n t B u y e r s ... ...·... 118
TABLE 1 8 “ Com parison o f A t t i t u d e s Toward TV Between I n f r e q u e n t and F r e q u e n t B u y e r s ... 119 TABLE 3 9 - Comparison o f S t r e n g t h o f P o l i t i c a l I d e a Between I n f r e q u e n t and F r e q u e n t B u y e r s ...120 TABLE 2 0 “ R e s u l t s o f D i s c r i m i n a n t A n a l y s i s f e r I n f r e q u e n t and F r e q u e n t B u y e r s ... 121 TABLE 2 1 - C o r r e l a t i o n o f V a r i a b l e s Which D i s c r i m i n a n t A n a l y s i s I n d i c a t e s D i f f e r e n c e s t o D i f f e r e n t i a t e I n f r e q u e n t and F r e q u e n t B u y e r s ... 122 TABLE 2 2 “ Comparison o f D e m o g ra p h ic s Between
Nonbuyers and B u y e r s ... 126 TABLE 2 3 “ Com parison o f R e a d in g H a b i t Between
Nonbuyers and B u y e r s ... 128 TABLE 2 4 “ Comparison o f TV W a tc h in g H a b i t Between
Nonbuyer s and Buyer s ... 130 TABLE 2 5 “ Reasons o f n o t B u y in g Newspaper f o r
Nonbuyer s ... 133 TABLE 2 6 “ Com parison o f ^ D e m o g r a p h i c s Between B u yers
Who a r e A f f e c t e d and Who a r e n o t A f f e c t e d by S a l e s P r o m o t i o n s on T h e i r Newspaper
C h o i c e ... 135 TABLE 2 7 “ Com parison o f N ewspaper R e a d in g H a b it
Between B u y e rs Who a r e A f f e c t e d and Who a r e not A f f e c t e d b y S a l e s P r o m o t i o n s on T h e i r
Newspaper Choi c e ... 1 37 TABLE 2 8 “ Com parison o f A t t i t u d e s Toward S a l e s
P r o m o tio n s B e tw e e n B u yers Who a r e A f f e c t e d and Who a r e n o t A f f e c t e d b y S a l e s
P r o m o t io n s on T h e i r Newspaper C h o i c e ... 143 TABLE 2 9 “ Comparison o f R e a d in g H a b i t Between B uyers
Who a r e A f f e c t e d and Who a r e not A f f e c t e d b y S a l e s P r o m o t i o n s on T h e i r Newspaper
C h o i c e ...146
TABLE 3 0 - C om p arison o f TV W a tc h in g H a b i t B etw een B u yers Who a r e A f f e c t e d and Who a r e n o t A f f e c t e d b y Sa.les P r o m o t io n s on T h e i r
Newspaper C h o i c e ... 148 TABLE 3 1 - C om p arison o f R e a d in g H a b it Betw een B u yers
Who a r e A f f e c t e d and Who a r e n o t A f f e c t e d b y S a l e s P r o m o t io n s on T h e i r Newspaper
C h o i c e ... 151
TABLE 3 2 - C om p arison o f A t t i t u d e s Toward N ew spapers Betw een B u yers Who a r e A f f e c t e d and Who a r e n ot A f f e c t e d b y S a l e s P r o m o t io n s on T h e i r
Newspaper C h o i c e ... 152 TABLE 3 3 - Com parison o f A t t i t u d e s Toward S a l e s
P r o m o t io n s Betw een B u yers Who a r e A f f e c t e d and Who a r e n o t A f f e c t e d b y S a l e s
P r o m o t io n s on T h e i r Newspaper C h o i c e ... 153 TABLE 3 4 - Com parison o f A t t i t u d e s Toward TV Betw een
B u y ers Who a r e A f f e c t e d and Who a r e n o t A f f e c t e d b y S a l e s P r o m o t io n s on T h e i r
Newspaper C h o i c e ... 154 TABLE 3 5 - Com parison o f S t r e n g t h o f P o l i t i c a l I d e a
Between B u yers Who a r e A f f e c t e d and Who a r e n o t A f f e c t e d b y S a l e s P r o m o t io n s on T h e i r
Newspaper C h o i c e ... 155 TABLE 3 6 - R e s u l t s o f t h e D i s c r i m i n a n t A n a l y s i s f o r
t h e B u y e rs Who a r e A f f e c t e d and Who a r e n o t A f f e c t e d b y S a l e s P r o m o t io n s on T h e i r
Newspaper C h o i c e ... 156 TABLE 3 7 - C o r r e l a t i o n Between V a r i a b l e s Which
D i s c r i m i n a n t A n a l y s i s I n d i c a t e s D i f f e r e n c e s t o D i f f e r e n t i a t e B u yers Who a r e A f f e c t e d and Who a r e n o t A f f e c t e d b y S a l e s
Pr o m oti o n s ... 157
i:) INTRODUCTION I . 1 > I n t r o d u c t i o n t o t h e P r o b l e m : I n v e n t i o n o f t h e p r e s s i s o n e o f t h e n a t u r a l r e s u l t s o f t h e e c o n o m i c a l , c u l t u r a l , s o c i a l and p i o l i t i c a l c h a n g e s i n t h e w o r ld . CC u m h u riy e t Dönemi T ü r k i y e A n s i k l o p e d i s i , 19835, s o i t had an i m p o r t a n t r o l e i n t h e d e v e lo p m e n t o f t h e c o u n t r i e s and e v a l u a t e d a s one o f t h e m ajor c r i t e r i a o f ju d ge m en t o f t h e s u c c e s s o f t h e i r e c o n o m ic , s o c i a l and p o l i t i c a l sy stem s. I t has b een c a l l e d t h e F o u r t h E s t a t e , i n d i c a t i n g i t s power i n p o l i t i c a l l i f e r i v a l i n g t h a t o f t h e n o b i l i t y , c h u rc h and b u s i n e s s c l a s s . F u r th e r m o r e , i t has a l s o been c a l l e d t h e d e m o c r a t i z i n g f o r c e t h a t expand s t h e r i g h t s o f common p e o p l e and a l l o w s f o r a d e m o c r a t i c s o c i e t y . T h e r e f o r e p r e s s i s a p o l i t i c a l and s o c i a l i n s t i t u t i o n , as much a s i t i s a b u s in e s s and o r g a n i z a t i o n CThjorn, 19875 I n t h i s conte>ct., as a p o l l t i c a l / s o c i a l i n s t i t u t i o n , as w e l l a s b e i n g a b u s i n e s s and an o r g a n i z a t i o n , newsp>apers m o s t l y p l a y a f o r m a l r o l e i n t h e p o l i t i c s , e c o n o m ic s , e x c h a n g e o f i d e a s and e n t e r t a i n m e n t C T h o r n , 19875. The a v e r a g e d a i l y number o f t h e s o l d new spapers i n a c o u n t r y i s an i n d i c a t o r o f t h e s o c i o - e c o n o m i c d e v e lo p m e n t . I n most o f t h e E u ropean c o u n t r i e s , which a r e group>ed as “ d e v e l o p e d c o u n t r i e s " , su ch a s Germany, E n gla n d . F r a n c e , I t a l y , G r e e c e a n d B e l g i um, number o f c i r c u l a t i o n p er 1000 i s q u i t e h i g h com pared t o T u rk e y . C T a b le 15.
G e n e r a l l y , t h e l i t e r a t e p o p u l a t i o n o v e r t h e a g e 15 i s a c c e p t e d as p o t e n t i a l m a rk et f o r t h e n ew spaper i n d u s t r y , and as l o n g a s t h e p o p u l a t i o n o v e r t h e a g e 15 and t h e l i t e r a c y r a t e i n c r e a s e , an i n c r e a s e i n t h e s a l e s o f newspiapers i s a l s o e x p e c t e d . T u rk e y has an i n c r e a s i n g p o t e n t i a l m a rk e t f o r t h e newspaper i n d u s t r y w i t h a g r o w i n g t o t a l p o p u l a t i o n C T a b le 2D, g r o w i n g p o p u l a t i o n o v e r t h e a g e 15 CTABLE 3D, and i n c r e a s i n g l i t e r a c y r a t e CTABLE 4D. A l t h o u g h , t h e r e i s a s u i t a b l e e n v ir o n m e n t f o r t h e d e v e lo p m e n t o f t h e new spaper i n d u s t r y i n T u r k e y , t o t a l c i r c u l a t i o n o f n e w s p a p e r s , which i s d a i l y s o l d number o f n e w s p a p e rs , has n o t been i n c r e a s i n g . Number o f c i r c u l a t i o n p er 1000 p e o p l e has n ot been i n c r e a s i n g r e g u l a r l y , due t o i n c r e a s e s i n p o p u l a t i o n CTABLE 5D. W h i l e t h i s r a t e was 67 i n 1985, i t s t a r t e d t o d e c r e a s e a f t e r 1985, and i t was 48 i n 1988. A1 to u g h , n ew sp a p ers h a v e s t a r t e d t o g i v e more s a .le s p r o m o t io n t o i n c r e a s e t h e i r c i r c u l a t i o n , s i n c e 1988, when p r o h i b i t i o n f o r t h e c o m m e r c ia ls o f n e w s p a p e r s ’ s a l e s p-rom otions i n TRT C T u rk ish R a d i o and T e l e v i s i o n D was re m o v e d , t h e r e has Jiot been an i n c r e a s e i n t h i s r a t e i n 1988. I t i n c r e a s e d i n 1989 and 1990, b u t a g a i n d e c r e a s e d fr o m 65 t o 60 i n 1 9 9 1 .. W ith i n c r e a s i . n g s a l e s p r o m o t io n s g i v e n by t h e new'spiaper s , a g r o u p o f p e o p l e s t a r t e d t o buy t h e n ew sp a p er, j u s t f o r i t s s a l e s p ro m o tio n s .
Because o f t h e c h a n g in g newspaper r e a d e r s h i p and i n c r e a s i n g c o m p e t i t i o n fr o m o t h e r m edia, r e s e a r c h ab out
n ew spaper r e a d e r s and p o t - e n t i a l market, f o r newspaper i n d u s t r y has become i m p o r t a n t and n e c e s s a r y . L i f e s t y l e s t u d i e s f o c u s on p e o p l e a c t i v i t i e s i n term.s o f how t h e y spend t h e i r t i m e i n work and l e i s u r e , v^hat a r e t h e i r i n t e r e s t s , what a r e t h e i r o p i n i o n s i n te rm s o f t h e i r s t a n c e on s o c i a l i s s u e s , i n s t i t u t i o n s , and t h e m s e l v e s , and t h e i r d e m o g r a p h ic s , such as t h e i r a g e , se.x, m a r i t a l s i t u a t i o n and s o c i o e c o n o m ic s t a t u s C A t i l l a , 19905. R e a d in g new spaper i s a l s o a p a r t o f l i f e s t y l e r e s e a r c h and g e n e r a l meaning o f t h e new spaper r e a d e r s h i p .i s a c t u a l l y r e a d i n g a p a r t i c u l a r h e a d l i n e , news, a r t i c l e , or a d v e r t i s e m e n t . B e c a u s e v e r y f e w p e o p l e r e a d e v e r y i t e m i n t h e n e w s p a p e r, r e a d e r s h i p i s measured f o r a p a r t i c u l a r c o n t e n t CThorn, 19875. T h i s r e s e a r c h , a tte m p s t o e x p l o r e t h e p o t e n t i a l market f o r t h e newspaper i n d u s t r y and a d d r e s s e s t h e f o l l o w i n g q u e s t i o n s ; C15 What a r e t h e c h a r a c t e r i s t i c s o f t h e p e o p l e , who " s o m e t i m e s " buy n ew spaper C i n f r e q u e n t buyersO and who buy new spaper e v e r y d a y C f r e q u e n t b u y e r s 5 ? A r e t h e r e any d i f f e r e n c e s b e tw e e n them, i n te r m s o f d e m o g r a p h ic s , r e a d i n g h a b i t , a t t i t u d e s to w a rd n e w s p a p e rs , a t L i f u d e s t o w a r d TV, a t t i t u d e s t o w a r d s a l e s p r o m o t io n s o f n e w s p a p e rs and s t r e n g t h o f p o l i t i c a l id e a . M o r e o v e r , what i s t)'ie main c h a r a c t e r i s t i c s o f t h e p e o p l e who n e v e r buy n ew spaper i n te rm s o f d e m o g r a p h ic s , r e a d i n g h a b i t and P/ w a t c h i n g h a b it.? A r e new spaper n on b u ye rs d i f f e r e n t i a t e d
fr o m b u y e r s w i t h r e s p e c t t o t h e i r d e m o g r a p h i c s , r e a d i g h a b i t s and TV w a t c h i n g h a b its '^ Cc*? What a r e t h e c h a r a c t e r i s t i c s o f b u y e r s who a r e a f f e c t e d and who a r e n o t a f f e d t e d b y s a l e s p r o m o t io n s on t h e i r n ew sp ap er c h o i c e and how s a l e s p r o m o t io n s o f n e w s p a p e rs a r e e f f e c t i v e on t h e i r new spaper c h o i c e ? A re t h e r e a n y d i f f e r e n c e s b etw een them, i n te rm s o f d e m o g r a p h ic s , r e a d i n g h a b i t , a t t i t u d e s to w a rd n e w sp a p ers, a t t i t u d e s t o w a r d TV, a t t . i t u d e s to w a r d s a l e s p r o m o t io n s o f n ew sp a p ers and s t r e n g t h o f p o l i t i c a l i d e a .
C3D Etoes c o m p e t i t i o n fr o m TV come i n t o p l a y ?
I I . E) PLAN OF THE THESIS:
A f t e r t h e i n t r o d u c t i o n , t h e f i r s t c h a p t e r o f t h e t h e s i s i s an a n a l y s i s o f t h e newspaper i n d u s t r y , i n te rm o f 4 P ’ s o f t h e m a r k e t i n g , which a r e p r o d u c t , p l a c e , p r o m o t io n , and p r i c e . CChapter I I D . I n t h i s c h a p t e r , t h e newspaper i n d u s t r y i s i n t r o d u c e d i n g e n e r a l , and t h e newspaper i n d u s t r y i n T u r k e y i s a n a l y s e d . Next c h a p t e r C C h a p te r I I I ! ) i s a b o u t t h e m e t h o d o lo g y o f r e s e a r c h w i t h r e g a r d t o s a m p lin g , procedtJire o f r e s e a r c h , q u e s t i o n n a i r e d e s i g n and d a ta a n a l y s i s methods. B e f o r e a n a l y s i s methopJs w e re e m p loy ed , q u e s t i o n n a i r e had been d i v i d e d i n t o tw o , due t o t h e t y p e o f q u e s t i o n s and then d i f f e r e n t a n a l y s i s methods w ere e m p lo y e d f o r t h e s e tw o
C h a p te r I V i s t h e r e s u l t s and d i s c u s s i o n s . I n t h e r e s u l t s p a r t , s i m i l a r i t i e s and s i g n i f i c a n t d i f f e r e n c e s b etw een new spaper b u y e r s , who a r e d i v i d e d i n t o g r o u p s due t o how t h e y a r e a f f e c t e d b y s a l e s p r o m o t io n s and f r e q u e n c y o f new spaper b u y i n g , a r e showed and main c h a r a c t e r i s t i c s o f t h e n on b u ye rs a r e e x p l a i n e d . I n t h e d i s c u s s i o n s p a r t , r e s e a r c h q u e s t i o n s w hich w e re a d d r e s s e d i n t h e " I n t r o d u c t i o n " p a r t . C h a p te r V g i v e s t h e re c o m m e n d a tio n s and t h e l i m i t a t i o n s o f r e s e a r c h . Recom m endations a r e g i v e n fr o m t h e m a n a g e r ia l and r e s e a r c h p e r s p e c t i v e s , s e p a r a t e l y . p a r t s .
I I 3 NEWSPAPER SECTOR ANALYSIS:
Im p o r t a n c e o f t h e newspaper i n d u s t r y i n T u r k e y has been i n c r e a s i n g a l o n g w i t h an i n c r e a s i n g i m p o r t a n c e o f media a l l a rou n d t h e w o r l d , and a l s o c h a n g in g p o l i t i c a l , e c o n o m ic a l and c u l t u r a l s t r u c t u r e o f T u r k e y , due t o c h a n g e s i n t h e w o r l d and g r o w i n g p o t e n t i a l m a rk et.
P u b l i c a t i o n o f t h e f i r s t p r i v a t e n e w s p a p e r , p u b l i s h e d b y T u r k i s h was i n 1860 CTercum an-i A h v a ll), T h i s d a t e was n e a r l y 400 y e a r s l a t e r th a n i n v e n t i o n o f p r e s s i n 1456. T h i s means t h a t t h e r o l e o f n e w s p a p e r s , as a s o c i a l and p o l i t i c a l i n s t i t u t i o n has been r e c o g n i z e d t o o l a t e i n T u rk e y .
B e f o r e 1980 t h e r e w ere f i v e d a i l y n a t i o n a l n ew spapers C C u m h u riy e t, H ü r r i y e t , M i l l i y e t , G ü naydın, Tercüman? and o n e l o c a l n ew spaper C İz m ir Yeni A s ı r ? i n T u rk e y . So f a r 19 new n e w s p a p e r s h a v e s t a r t e d t o b e i n g p u b l i s h e d and 11 o f them d i d n o t manage t o s t a y i n i n d u s t r y C B u l v a r , P o s t a , 24 S a a t , I s t a n b u l Y e n i A s ı r , Y e n i H a b er, G ö lg e Adam, HUrgün, S ö z , G a z e t e , Son B a s k ı, and G ü neç?. T od ay, t h e r e a r e 17 d a i l y new spapers i n t h e new spaper i n d u s t r y and tw o o f them g i v e s p e c i a l news on sp>ort C F o t o s p o r , P o to m a c ? , o n e o f them g i v e s news on econom y CDünya?. CTABLE 6?. N u m b e r ·o f l o c a l n ew sp ap ers i n T u r k e y i s p r e l t y l o w , b e c a u s e o f t h e need f o r t o o much money t o fo u n d a nevv'spaper and d i f f i c u l t i e s on h a v i n g f i n a n c i a l
s t a b i l it-y.
C o m p e t i t i o n among n e w s p a p e r s i n t h i s i n d u s t r y has been i n c r e a s i n g due t o d e v e l o p i n g t e c h n o l o g y and t h e y h a v e been g e t t i n g more c o l o u r f u l as a r e s u l t o f t e c h n o l o g y ^ ’ a d v a n c e s i n T u rk ey.
C o m p e t i t i o n fr o m TV has been a l s o i n c r e a s i n g . S i n c e , t e l e v i s i o n i s t h e on e o f t h e most i m p o r t a n t c o m p e t i t o r s o f n ew sp a p ers as a m edia , any i n c r e a s e s i n t h e number o f preople s p e n d in g more t i m e on w a t c h i n g t e l e v i s i o n w i l l p o s s i b l y d e c r e a s e t h e number o f p e o p l e s p e n d in g more t im e on r e a d i n g t h e n ew sp a p er. F o r , as t h e number o f c h a n n e l s i n c r e a s e , and s i n c e t h e c om p a n ies h a v e l i m i t e d b u d g e t s f o r t h e i r a d v e r t i s e m e n t s , t h e amount o f money a l l o c a t e d f o r a d v e r t i s e m e n t s i n t h e n e w s p a p e rs , w ould p o s s i b l y d e c r e a s e . T h a t a f f e c t s t h e r e v e n u e o f n e w s p a p e rs i n a n e g a t i v e way. 11.33 PRODUCT i
Newspaper i s a p o l i t i c a l and s o c i a l i n s t i t u t i o n , as much as i t i s a p r o d u c t . Each day t h e C h ic a g o T r i b u n e p u b l i s h e s a s t a t e m e n t w hich e x p l a i n s t h e r o l e o f n e w s p a p e rs i n t h e s o c i t y w e l l ;
“ The n ew spaper, i s an i n s t i t u t i o n d e v e l o p e d b y modern c i v i l i z a t i o n t o p r e s e n t t h e news o f t h e d a y , t o f o s t e r commerce and i n d u s t r y , t o i n f o r m and l e a d
p u b l i c o p i n i o n , and t o f u r n i s h t h a t ch eck upon g o v e rn m e n t w h ic h no c o n s t i t u t i o n has e v e r b een a b l e t o p r o v i d e . "CThorn,; 1987^
The s o c i a l i n s t i tul^*,onal r o l e o f newspaper e x t e n d s t o e v e r y f a c e t o f s o c i a l l i f e , from m o n i t o r i n g c r i m e and b u s i n e s s t o e x p l a i n i n g new t r e n d s and s c i e n t i f i c d e v e lo p m e n t s . I n a c o m p le x s o c i e t y , n e w sp a p ers t e l l t h e s o c i e t y a b o u t i t s e l f , b y r e f l e c t i n g i t s d i v e r s i t y and s i m i l a r i t y , t h r o u g h c a r t o o n s , e d i t o r i a l s , news or a r t i d e s.
On t h e o t h e r hand, n ew spaper i s a l s o a b u s i n e s s which has t o s u r v i v e b y e a r n i n g p r o f i t . T h e r e f o r e , i n a d e m o c r a t i c s o c i e t y , c o m m e rc ia l n ew sp a p ers have tw o p o w e r f u l and p o t e n t i a l l y c o n f l i c t i n g o b l i g a t i o n s which a r e p l a y i n g a d e c i s i v e , i n f o r m a t i o n a l r o l e i n t h e i r co m m u n ity’ s l i f e and t o a t t r a c t enough r e a d e r s and a d v e r t i s e r s t o g e t f i n a n c i a l s t a b i l i t y w hich i s n eeded t o be a l i v e C T h o rn ,1987^ . The m a jo r r e v e n u e s o u r c e s o f n e w s p a p e rs a r e fr o m s a l e s o f n e w s p a p e rs t o r e a d e r s and s a l e s o f s p a c e t o a d v e r t i s e r s . As t h e number o f r e a d e r s i n c r e a s e s , t h e d e s i r a b i l i t y and v a l u e o f a d v e r t i s i n g s p a c e a l s o i n c r e a s e .
M o r e o v e r , new spaper i s p r o d u c t which has a q u i t e s h o r t e c o n o m ic a l l i f e , su ch a s 24 hours. I f i t i s n o t s o l d i n t h e f i r s t 12 h o u r s , th e n t h e r e i s a p r e t t y s m a ll ch a n ce t o b e s o l d i n t h e s e c o n d 12 hours. F u r t h e r m o r e , i t i s a
p»roduct c h a r a c t e r i z e d b y t h e s t a b l e p u r c h a s i n g b e h a v io u r o f ‘ i t s consumer: For t h e t y p i c a l r e a d e r , new spaper c h o i c e becomes a m a t t e r o f h a b i t . CThopson, 1988Z)
A lth o u g h t h e r e a r e i n c r e a s i n g number o f n e w s p a p e rs and a g r o w in g p o t e n t i a l market i n T u r k i s h newspaper in d u s try ,; t h e t o t a l c i r c u l a t i o n o f n e w sp a p ers has n e t been i n c r e a s i n g . As much a s , t h e number o f TV c h a n n e l s , e s p e c i a l l y t h e number o f p r i v a t e c h a n n e ls which show programmes w'hich t a k e more a t t e n t i o n o f p e o p l e i n c r e a s e s , t h e i m p o r t a n c e o f TV f o r T u r k is h p e o p l e m u l t i p l i e s . S i n c e , more money i s s p e n t on m edia, which i s f o l l o w e d b y more p e o p l e , t h e d e c l i n i n g s h a r e o f n e w s p a p e rs , m a gazin es and p e r i o d i c a l s i n t o t a l a d v e r t i s e m e n t e x p e n d i t u r e f o r co m p an ies i s an i n d i c a t o r o f c h a n g e s i n t h e r e a d i n g h a b i t s CTABLE 7D, That a l s o l e s s e n s r e v e n u e o f new spapers w hich i s n e c e s s a r y f o r f i n a n c i a l s t a b i l i t y .
1 1 * 8 ) PLACE / DISTRIBUTION : A good d i s t r i b u t i o n s y s te m i n t h e newspaper i n d u s t r y p r o v i d e s o p t i m a l i t y b e tw e e n c o s t and d e l i v e r y s p e e d and r e q u i r e s d e p e n d a b a l i t y , f l e x i b i l i t y , economy and c o n t r o l CThorn, 1987) D e p e n d a b i l i t y y i s c r u c i a l b o th t o c o n t i n u e d r e a d e r s h i p and e m p lo y e e m o r a l e , f o r r e a d e r s , whose m orning p a p e r s f r e q u e n t l y g e t d e l i v e r e d , g e t t h e h a b i t o f newspaper
¥ r e a d i n g q u i c k l y .
F l & x i b i l i t y , must be b u i l t i n t o t h e d i s t r i b u t i o n sy s te m t o a c c o u n t f o r l a t e - b r e a k i n g new s t o r i e s , p r e s s b reak d ow n s, a d v e r s e w h e th er c o n d i t i o n s , c h a n g in g c i r c u l a t i o n l i s t s , and f l u c t u a t i n g number o f i n s e r t i o n s . F l e x i b i l i t y i n d e l i v e r y s y s t e m means t h e a b i l i t y t o a d j u s t c i r c u l a t i o n r o u t e s d a i l y t o put up r e a d e r s ’ r e q u e s t s and t o add s i n g l e c o p y o u t l e t s as a demand w a r r a n t s CThorn, 19S7D
Economy, i s t h e economy o f e q u ip m e n t, m a t e r i a l s and la b o u r f o r c e .
C o n t r o l , i s t h e c o n t r o l o f c o s t s , coupon d e l i v e r e d and n ew sp a p ers p r i n t e d and r e t u r n e d as a means o f d e t e r m i n i n g a c t u a l c o p i e s s o l d .
I n T u r k e y , n e w s p a p e r s , e x c e p t F u rM iy e , h av e c o n t r a c t c o r t a ^ e t r a n s p o r t a t i o n s y s t e m w i t h tw o t r a n s p o r t a t i o n c a m p a n ie s , GAMEDA CG a z e t e Mecmua Dağı t i m3 and B i r l e ş i k D a ğ ı t ı m , which g i v e s t h e r e s p o n s i b i l i t y o f d e l i v e r y o f n ew sp a p ers t o a s p e c i a l company. C o n t r a c t c o r t a g e h a v e tw o kintd o f c o n t r a c t which a r e e x c l u s i v e and c o o p e r a t i v e . I n T u r k e y c o n t r a c t s w i t h t h e s e tw o t r a n s p o r t a t i o n c o m p a n ie s , w hich a r e GAMEDA and B i r l e ş i k D a ğ ı t ı m , a r e c o o p e r a t i v e w hich a l l o w t h e h a u le r t o c o n t r a c t w ith anyon e e l s e , i n c l j i d i n g o t h e r new spapers f o r i oad on t h e same t r u c k s . CThorn, 19873. A lt h o u g h c o o p e r a t i v e c o n t r a c t r e d u c e s ne.wspaper t r a n s p o r t a t i o n c o s t , i t a l s o r e d u c e s
r i e x i b i l i l y b e c a u s e newspaper must meet a p r e d e t e r m i n e d t r u c k s c h e d u l e .
Gameda was fo u n d i n 1959 b y C u m h u riyet, Dunya, H ü r r i y e t , M i l l i y e t N e ş r i y a t A. Ç. and Yeni Sabah. I n 1963, H ü r r i y e t l e f t fr o m Gameda and fo u n d H ü r d a ğ ıtım . L a s t l y , i i i 1991, H ü r r i y e t and Sabah became t o g e t h e r and fo u n d B i r l e ş i k D a ğ ıt ım . T o d a y , %80 o f d i s t r i b u t i o n i s r e a l i z e d by B i r l e ş i k D a ğ ı t ı m , %20 b y Gameda.
T ü r k i y e i s t h e o n l y newspaper company, which has a p r i v a t e c o r t a g e . I t has 296 b r a n c h e s i n t h e d i f f e r e n t p a r t s o f T u rk e y . T ü r k i y e n ew sp a p er, w hich a r e p u b l i s h e d i n f i v e d i f f e r e n t p r e s s i n T u rk e y , a r e g i v e n t o B i r l e ş i k D a ğ ı t ı m and t h e s e a r e d e l i v e r e d t o r e t a i l o u t l e t s , which a r e in d e p e n d e n t c o n t r a c t o r s , c o n t r a c t d e l i v e r y a g e n t s , and e m p lo y e e s o f T ü r k i y e . N ew spapers a r e d e l i v e r e d t o b u y e rs b y d e l i v e r y b o ys. I n t h i s d i s t r i b u t i o n sysem, d e p e n d a b a l i t y , f l e x i b i l i t y and c o n t r o l a r e h ig h . A lth o u g h c o s t i s a l s o h i g h e r compared t o o t h e r d i s t r i b u t i o n s y s t e m s , s i n c e , r e a d e r s , whose n e w s p a p e rs a r e d e l i v e r e d , g e t i n t o t h e h a b i t o f r e a d i n g d e l i v e r e d n e w s p a p e r , t h a t i n c r e a s e s c i r c u l a t i o n and r e v e n u e s , w h ic h may c o v e r t h e e x t r a c o s t o f t h e t r a n s p o r t a t i o n s y s te m . T h e s e tw o t r a n s p o r t a t i o n co m p a n ie s , GAMEDE and B i r l e ş i k Dağı t i jŞa do n o t manage t o r e a c h Z40 o f t h e p o p u l a t i o n , as a r e s u l t o f p o o r d i s t r i b u t i o n s y s te m w hich can n o t be d e v e l o p e d b e c a u s e o f h i g h t o t a l c o s t o f t r a n s p o r t a t i o n
•fo f a r r e g i o n s f r o m t h e main c e n t e r o f c o m p a n ie s , wh?re i n b i g c i t i e s o f T u r k e y such as I s t a n b u l , Ank ara, I z m i r e t c . A n o th e r p r o b le m o f t h e new spaper d i s t r i b u t i ^ ’n s y s te m i n T u rk e y i s l o w p r o f i t r a t e g i v e n r e t a i l o u t l e t s . S i n c e , most o f t h e s e c o n d a r y r e t a i l o u t l e t s i n T u r k e y a r e s m a ll sh o p s , t h e y m o s t l y s e l l newspaper t o e n c o u r a g e s a l e s o f o t h e r p r o d u c t s , i n s t e a d o f s e l l i n g newspaper as a p r o f i t a b l e go o d . T h a t ’ s why t h e y do n o t t r y t o s e l l more, t h e y j u s t e x c e p t t h e b u y e r s t o know w hich n ew sp ap ers or p e r i o d i c a l s t h e y want t o buy. As a c o n c l u s i o n , d i s t r i b u t i o n s y s t e m o f t h e newspaper i n d u s t r y n eed t o b e im p r o v e d t o r e a c h newspaper t o b i g g e r p a r t o f t h e p o p u l a t i o n and t o i n c r e a s e t h e t o t a l c i r c u l a t i o n . I I . 3 > PROMOTION : A lt h o u g h p r o m o t i o n and s a l e s a r e c l o s e l y r e l a t e d com ponents o f o v e r a l l m a r k e t i n g s t r a t e g y , t h e y d i f f e r i n p u r p o s e , f u n c t i o n and s t r a t e g y . The p u r p o s e o f p r o m o tio n i s t o c r e a t e and m a i n t a i n p u b l i c i n f o r m a t i o n and i m p r e s s i o n s a b o u t t h e company and i t s p r o d u c t s . On t h e o t h e r hand, p o r p u s e o f s a l e s i s t o k e e p p r e s e n t consumers and d e v e l o p new ones.
S e t t i n g p r o m o t i o n a l o b j e c t i v e s i s an i m p o r t a n t p a r t o f an e f f e c t i v e p r o m o t i o n a l com paign and t h e s e m ig h t i n c l u d e p r o v i d i n g i n f o r m a t i o n , i n c r e a s i n g demand, d i f f e r e n t i a t i n g p r o d u c t , a c c e n t u a t i n g t h e v a l u e o f t h e p r o d u c t and s t a b i l i z i n g s a l e s . C K u r t z , 1 9775, P r o m o t i o n a l t o o l s a r e a d v e r t i s i n g , s a l e s p r o m o t io n , p u b l i c i t y and p e r s o n a l s e l l i n g . I n t h e s e t o o l s s a l e s p r o m o t io n and a d v e r t i s i n g a r e c o m p le m e n ta ry . The p o rp u s e o f a d v e r t i s i n g i s t o c r e a t e brand a w a r e n e s s and t o d e v e l o p a p o s i t i v e brand im a g e o v e r t im e . I n c o n t r a s t , s a l e s p r o m o t io n s a r e " s h o r t te rm i n c e n t i v e s d e s i g n e d " t o i m m e d i a t e l y e n c o u r a g e consum ers t o p u rc h a s e a p r o d u c t . A d v e r t i s i n g t a k e s t i m e , but s a l e s p r o m o t io n s do n o t. F u r t h e r , a d v e r t i s i n g a tte m p s t o i n f l u e n c e c o g n i t i v e a c t i v i t i e s , g i v e i n f o r m a t i o n a b o u t t h e b ra n d , c o n v e y a mood, d e v e l o p go o d f e e l i n g s a b o u t t h e bran d w i t h i m a g e r y and s ym b olism . S a l e s p r o m o t io n s a r e n o t i n t e n d e d t o i n f l u e n c e a t t i t u d e s o r t o g i v e p r o d u c t i n f o r m a t i o n C A s s a e l , 19855. Main o b j e c t i v e s o f s a l e s p r o m o t io n a r e e n c o u r a g i n g more u s a g e and p u r c h a s e o f l a r g e r s i z e u n i t s , b u i l d i n g t r i a l among n on b u ye rs and a t t r a c t i n g c o m p e t i t o r s ’ brand u s e r s and t o o l s o f s a l e s p r o m o t io n t o r e a l i z e t h e s e o b j e c t i v e s a r e f r e e s a m p le s , cou pons, money r e f u n d o f f e r s , p r i c e s o f f , premiums, c o n t e s t s , t r a d i n g stamps and d e m o n s t r a t i o n s . A lt h o u g h t h e s e t o o l s a r e h i g h l y d i v e r s e c o l l e c - t l o n , t h e y h a v e t h r e e d i s t i n c t i v e c h a r a c t e r i s t i c s :
15 Comm unication: T h e y g a i n a t t e n t i o n and u s u a l l y p r o v i d e i n f o r m a t i o n t o l e a d t h e consumer t o t h e p r o d u c t . 25 I n c e n t i v e : T h e y i n c o r p a r a t e some c o n c e s s i o n , in d u cem e n t or c o n t r i b u t i o n t h a t g i v e v a l u e t o t h e c o n s u m er. 35 I n v i t a t i o n : T h ey h a v e a d i s t i n c t i n v i t a t i o n t o e n g a g e t h e t r a n s a c t i o n . C K o t l e r . 19845 G e n e r a l l y , s a l e s p r o m o t io n t o o l s can be d i v i d e d i n t o tw o g r o u p s , t h o s e t h a t a r e "c o n s u m e r- 1 o y a l t y b u i l d i n g " , and t h o s e t h a t a r e n o t C K o t l e r , 19845 T o o l s , b u i l d i n g consumer l o y a l t y i n c l u d e media d i s t r i b u t e d coupons w hich m o s t l y h a v e a s e l l i n g m essage and premiums r e l a t e d t o p r o d u c t . On t h e o t h e r hand, s a l e s p r o m o t io n t o o l s t h a t a r e n o t c o n s u m e r - l o y a l t y b u i l d i n g i n c l u d e p r i c e - o f f p a c k s , consumer premiums, and f r e e s a m p le s w hich a r e n o t r e l a t e d t o t h e p r o d u c t i t s e l f , and c o n t e s t s C K o t l e r , 19845. M edia d i s t r i b u t e d coupons, t h a t r e q u i r e some consumer e f f o r t t o c u t o u t , s a v e and redeem may be more e f f e c t i v e i n t h e l o n g run than p r i c e - o f f s , s i n c e t h e y may i n c r e a s e l i k e l i h o o d o f c o n v e r s i o n t o t h e new brand. M edia d i s t r i b u t e d cou p on s and p r i c e o f f d e a l s in d u c e bran d s w i t c h i n g , and r e s u l t i n l e s s l o y a l t y , when r e t r a c t e d „ ^ t h a n i f no d e a l i s o f f e r e d CDodson, T y b o u t , and S t e r n t h a l 5.
b ee n i n c r e a s i n g , s i n c e I S t h o f A u gu st o f 1988, p r o h i b i t i o n f o r c o m m e r c ia ls o f s a l e s p^romotions i n TRT was rem oved. M o re o v e r i n c r e a s i n g number o f c h a n n e ls i n TV, s i n c e 1990 f o r c e s n e w s p a p e r s t o spend money f o r TV c o m m e r c ia ls i n an i n c r e a s i n g r a t e , b e c a u s e o f need f o r a d v e r t i s i n g t h e g i v e n s a l e s p r o m o t i o n s on TV.
Sabah was t h e f i r s t n e w s p a p e r , s t a r t e d t o g i v e s a l e s p r o m o t io n soon a f t e r p r o h i b i t i o n f o r c o m m e rc ia ls o f new spaper was removed. I n t h e s e d a y s , Sabah d o u b le d i t s c i r c u l a t i o n . A f t e r Sabah, o t h e r n ew s p a p e rs such a s Güneş, H ü r r i y e t , and M i l l i y e t h a v e a l s o s t a r t e d t o g i v e s a l e s p r o m o ti on.
S a l e s p r o m o t io n t o o l s . w h ic h a r e used i n T u r k is h n ew spaper i n d u s t r y a r e premiums, and f r e e sa m p les. G e n e r a l l y , s a l e s p r o m o t io n s g i v e n b y T u r k i s h new spapers c h a n g e s fr o m r i n g t o a i r p l a n e , C TABLE 8D and can be d i v i d e d i n t o grou p s as f o l l o w s :
Im p o r t a n c e o f s a l e s p r o m o t io n on n e w s p a p e r i n d u s t r y h as
AD PREMIUMSi
ID Premiums r e l a t e d t o n e w s p a p e r i t s e l f l T h e s e a r e premiums r e l a t e d t o e d u c a t i o n , and m o s t l y g i v e n e v e r y b o d y , who send a s p e c i f i e d number o f cou p on s, such as d i c t i o n a r y , e n c y c l o p e d i a , n o v e l e t c . S i n c e t h e s e s a l e s p r o m o t io n s a r e r e l a t e d t o new spaper i t s e l f , and r e q u i r e some consumer e f f o r t t o c u t o u t , s a v e and redeem , t h e s e may b u i l d consumer l o y a l t y , com pared t o o t h e r s .
2 ) Premiums which a r e not. r e l a t e d t o n ew spaper i t s e l f i S i n c e t h e s e a r e m o s t l y g i v e n b y d r a w i n g , t h e word " L o t t e r y " i s used.
a5 V a l u a b l e l o t t e r i e s g i v e n f o r ONE coupon : T h e s e a r e TV , c a r , r e f r i g e r a t o r e t c . g i v e n t o a s p e c i f i e d number o f p e o p l e who send ONE coupon o r s o m etim es 3, b y d r a w in g .
bD V a l u a b l e l o t t e r i e s g i v e n f o r a s p e c i f i e d number o f co u p on s: L o t t e r i e s , such as h ou se, c a r , TV. e t c . , g i v e n t o a s p e c i f i e d number o f p e o p l e who sen d a s p e c i f i e d number o f c o u p o n s , b y d ra w in g . The number o f c o u p on s, which s h o u l d b e s e n t b y newpaper buyers., ch a n g es fro m 7 t o 30.
cD Premiums g i v e n t o e v e r y b o d y , who s e n t a s p e c i f i e d number o f cou p on s, such as n e c k l a c e , c a l e n d e r e t c .
S i n c e t h e s e premiums a r e n o t r e l a t e d t o newspaper i t s e l f , and do n o t h av e any s e l l i n g m essage C K o t l e r , 1984I>, t h e y a r e n o t l i k e l y t o b u i l d consumer l o y a l t y . V a l u a b l e l o t t e r i e s g i v e n f o r a s p e c i f i e d number o f coupons may be more e f f e c t i v e than v a l u a b l e l o t t e r i e s g i v e n t o one co u p on , i n term s o f e n c o u r a g i n g f r e q u e n t b u y in g o f a n e w s p a p e r , b e c a u s e o f number o f coupons
FREE SAMPLES: F r e e sam p les g i v e n t o e v e r y b o d y who buy t h e n e w sp a p er.
b o o k l e t s on s p e c i a l s u b j e c t s , such as s p o r t s , c o o k i n g , e t c .
2? F r e e Sam ples n ot r e l a t e d t o new spaper i t s e l f : Some p r o d u c t s , such as p o s t e r s , n e c l e t s . games, or t o y s f o r c h i l d r e n .
In sum, most o f t h e s a l e s p r o m o t io n s g i v e n b y n ew sp a p ers i n T u r k e y a r e n o t l i k e l y t o b u i l d consumer l o y a l t y and r a t h e r t h e y a r e l i k e l y t o i n c r e a s e b r a n d s w i t c h i n g , w hich a m p l i f y t h e c o m p e t i t i o n amo.ng newspjapers. Because o f i n c r e a s i n g c o m p e t i t i o n among n e w s p a p e rs , c i r c u a t i o n s o f n ew sp a p ers s t a r t e d t o c h a n g e day b y d a y w hich may be t h e r e s u l t o f c h a n g in g b u y in g a t t i t u d e s and e f f e c t s o f s a l e s p r o m o t io n on newspaper c h o i c e .
1 ) F r e e sam p les; r e l a t e d t o n e w s p a p e r i t s e l f : Some
I I . 4> PRICE : G e n e r a l l y , p a p e r and p e r s o n n e l c o s t s a r e most i m p o r t a n t p a r t s o f t h e t o t a l c o s t , which a f f e c t s t h e p r i c e o f nev.'spapers d i r e c t l y . But w i t h i n c r e a s i n g e x p e n d i t u r e s on s a l e s p r o m o t i o n , t h e p r o m o t io n c o s t has a l s o become an i m p o r t a n t p a r t o f t o t a l c o s t , i n T u rk ey. Tlie i n c r e a s i n g p r i c e o f p a p e r and c o s t o f p r o m o t io n o f t e n r e s u l t i n n e c e s s a r y i n c r e a s e s i n p r i c e o f n e w s p a p e rs . S i n c e , t h e r e ls a p r i c e -sensi t i v e p o t e n t i a l m arket on nev\fspap-er i n d u s t r y , m u l t i p l y i n g p r i c e s o f n e w s p a p e rs a f f e c t c i r c u l a t i o n o f ^ e w s p a p e r s i n a n e g a t i v e way.
I n T u rk e y , t h e r e i s n o t h i g h p r i c e d i f f e r e n t i a t i o n i n t h e nev'spaper i n d u s t r y . P r i c e s o f n ew spapers c l o s e t o each o t h e r and c h a n g e s f r o m 2000TL t o 3000TL .
I I i : > METHODOLOGY:
T h i s e x p l o r a t o r y and d e s c r i p t i v e s t u d y i s d e s i g n e d t o a s s e s s t h e c h a r a c t e r i s t i c s o f new spaper b u y e r s w it h r e g a r d t o fr e q u e »n c y o f nevsrspaper b u y in g and how t h e y a r e a f f e c t e d by s a l e s p r o m o t io n s on t h e i r newspaper c h o i c e and i n t e rm s o f d e m o g r a p h ic s , r e a d i n g h a b i t s , a t t i t u d e s to w a rd s n e w s p a p e r s , a t t i t u d e s t o w a r d s a l e s p r o m o t io n o f n e w s p a p e r s , a t t i t u d e s tow a rd TV and s t r e n g t h o f p o l i t i c a l i d e a s , and t o show t h e main d i f f e r e n c e s b etw een b u y e rs . I I I . l ) SAMPLE: P o p u l a t i o n o f t h i s s t u d y v/as l i t e r a t e p o p u l a t i o n e v e r 15 y e a r s o l d i n Ankara. R e s p o n d e n ts w ere s e l e c t e d fr o m d i f f e r e n t r e g i o n s o f Ankara as i l l u s t r a t i v e s a m p le s o f newspaper b u y e r s i n Ankara. R e g io n s s e l e c t e d f o r a p p l i c a t i o n o f q u e s t i o n n a r i e s and r e a s o n s f o r t h e s e c h o i c e s a r e as f o l l o w s ; B i l k e n t , i s a r e g i o n w here p e o p l e , who h a v e d i f f e r e n t d e m o g r a p h ic s , s o c i a l s t a t u s and who a r e l i v i n g d i f f e r e n t p.arts o f A n k a ra , work and s tu d y , N e a r l y *v25 o f t h e q u e s t i o n n a i r e s w e r e a p p l i e d i n B i 1k e n t .
Kuğulu P ark and S a k a r y a a r e two p l a c e s , w h e re d i f f e r e n t b a r s , r e s t a u r a n t s and f a s t f o o d s a r e . E s p e c i a l l y i n t h e weekends and lu n c h t i m e s , d i f f e r e n t p ieop le s p e n t t h e i r t im e i n t h e s e p l a c e s . N e a r l y h a l f o f t h e q u e s t i onnai r e s were a p p l i e d i n S a k a r y a and Kuğulu P a rk .
S ı h h i y e and K ı z ı l a y a r e tw o c e n t r a l and crow d ed p l a c e s o f Ankara. P e r c e n t a g e s o f q u e s t i o n n a i r e s i n t o t a l sam p le em p loyed i n t h i s r e g i o n , i s %25.
Sample s i z e was 118. 125 q u e s t i o n n a i r e s w e re g i v e n , f i v e o f them w e re n o t g o t back and tw o o f them w e re e x c li.id e d , b e c a u s e o f h i g h number o f unanswered q u e s t i o n s . Most o f t h e r e s p o n d e n t s a r e b e tw e e n 20 and 34 y e a r s o l d C T a b le 9 . 1 5 , and t h e number o f f e m a l e and m ale r e s p o n d e n t s a r e c l o s e t o e a ch o t h e r C T a b le 9 .2 5 . R e s p o n d e n ts a r e m o s t l y s i n g l e or m a r r i e d C T a b le 9.35 and t h e i r s o c i o e c o n om ic s i t u a t i o n s a r e Cl and C2 C T a b le 9 .4 5 . I I I . 25 PROCEDURE: N e a r l y h a l f o f t h e q u e s t i o n n a i r e s w ere a d m i n i s t e r e d t o r e s p o n d e n t s , d i r e c t l y , w h i l e t h e y w e re s i t t i n g i n t h e park or t h e y w e re on b u s i n e s s . S u r p r i s i n g l y , some o f t h e p e o p l e , who w ere a s k e d i f t h e y c o u l d answer a q u e s t i o n n a i r e , d i d n o t want t o answer t h e q u e s t i o n s , when t h e y w ere t o l d t h a t q u e s t i o n n a i r e was a b o u t new spaper b u y e rs . Some o f them w anted t o know , why some q u e s t i o n s , such a s q u e s t i o n s r e l a t e d t o p o l i t i c a l i d e a s , w e r e a sked . I t was a l s o q u i t e i n t e r e s t i n g t h a t most o f t h e women, V'/ho w e re t o g e t h e r w i t h t h e i r husbands, a s k e d t h e i r husband t o answer t h e q u e s t i o n n a i r e s i n s t e a d o f them.
o t h e r h a l f o f t h e q u e s t i o n n a i r e s w ere g i v e n r e s p o n d e n t s , e x p l a i n e d what t h e y had t o do and g o t back a f e w h ou rs o r a f e w days l a t e r . A p a r t o f q u e s t i o n n a i r e s w e r e g i v e n d i f f e r e n t p e o p l e b y t h e h e l p o f f r i e n d s and w o r k in g p e o p l e i n Bilk<;>it. I I I . 3 : > QUESTIONNAIRE DESIGN: The q u e s t i o n n a i r e i s p a r t l y b ased on tw o d i f f e r e n t q u e s t i o n n a i r e s used i n tw o d i f f e r e n t s t u d i e s . The f i r s t o n e i s a s t u d y on " P a t t e r n s o f n ew spapers R e a d e r s h i p among T e e n a g e r s ” CCobb, 19861). Some q u e s t i o n s , a b o u t a t t i t u d e s tow a rd t e l e v i s i o n and n e w s p a p e rs , f r o m t h i s r e s e a r c h , a r e i n c l u d e d i n q u e s t i o n n a i r e . The s e c o n d s u r v e y i s on t h e " T y p o l o g y o f Newspaper R e a d e r s " , w hich some q u e s t i o n s a b o u t r e a d i n g h a b i t and a t t i t u d e s t o w a r d new spaper a r e t a k e n . C R u o t o lo , 19885 . The t h i r d s t u d y i s a l s o u s e d , " M a r k e t in g Newspaper w i t h L i f e s t y l e R e s e a r c h " , t o g e t what k in d o f v a r i a b l e s a r e most e f f e c t i v e t o d i f f e r e n t i a t e newspaper b u y e r s , such as r e a d i n g h a b i t , u s e o f o t h e r m edia, and s t r e n g t h o f p o l i t i c a l i d e a s C B ry a n t5 A f t e r t h e e v a l u t i o n o f t h e s e s t u d i e s , c o n t e n t o f t h i s s t u d y i s l i m i t e d b a s i c a l l y b y s i x v a r i a b l e s , d e m o g ra p h ic s Cage, g e n d e r , m a r i t a l s i t u a t i o n s o c i o e co n om ic s t a t u s ^ , r e a d i n g h a b i t C r e a d in g h a b i t s o f b o ok , m a g a z in e s and n e w s p a p e r5 , a t t i t u d e s to w a rd n e w s p a p e r s ,
a t - l i t u d e s t-oward s a l e s p r o m o t io n o f new spaper C e f f e c t s o f s a l e s p r o m o t io n s on newspaper c h o i c e ? , a t t i t u d e s to w a rd t e l e v i s i o n CTV w a t c h i n g h a b i t ? , and s t r e n g t h o f p o l i t i c a l i d e a . A q u a l i t a t i v e p r e t e s t was c o n d u c te d b e f o r e p r e p a r i n g t h e q u e s t i n n a i r e and a s k e d 8 -1 0 p e o p l e t o t a l k a b o u t t h e i r r e a d i n g h a b i t s , e f f e c t s o f s a l e s p r o m o t io n on t h e i r newspaper c h o i c e , t h e i r a t t i t u t e s to w a rd n e w s p a p e r s and t e l e v i s i o n and r e s p o n s e s o f t h e s e p e o p l e w e r e t a k e n as t h e b a s i s f o r t h e p r e p a r a t i o n o f q u e s t i o n s w i t h o t h e r r e s e a r c h s . The q u e s t i o n n a i r e ; due t o s i x v a r i a b l e s , i s b a s e d on tw o p a r t s CA pp end ix A l l . ? . F i r s t p a r t i n c l u d e s 26 q u e s t i o n s and, f i r s t 7 q u e s t i o n s a r e on d e m o g r a p h ic s , 8 , 1 2 , 13, 1 5 -2 0 , 25 and 26 á r e on r e a d i n g h a b i t , 9 and 10 a r e on a t t i t u d e s to w a rd t e l e v i s i o n , and 2 1 -2 4 a r e an a t t i t u d e s to w a rd s a l e s p r o m o t io n o f new spapers i n te rm s o f e f f e c t s o f s a l e s p r o m o t io n s on newpaper c h o i c e , and s a l e s p r o m o t io n t o o l s w h ic h m o s t l y i n t e r e s t b u y e r s . S eco n d p a r t i n c l u d e s 45 q u e s t i o n s , about a t t i t u d e s t o w a r d TV, a t t i t u d e s to w a rd n e w s p a p e rs , newspaper r e a d i n g h a b i t , a t t i t u d e s to w a rd s a l e s p r o m o tio n s o f n e w s p a p e r s , and s t r e n g t h o f p o l i t i c a l i d e a . I n t h e q u e s t i o n n a i r e s g i v e n t o r e s p o n d e n t s , q u e s t i o n s r e l a t e d t o d i f f e r e n t v a r i a b l e s CA pp end ix A . I I ? i n t h e se c o n d p a r t , w e r e a r r a n g e d i n a mixed mannerso .as t o l e s s e n t h e “ h a l o " e f f e c t s o f q u e s t i o n s on a n s w e rs.
Aft-er t h e p r e p a r a t i o n o f t h e q u e s t i o n n a i r e , 10 more p e o p l e w e re a s k e d t o answer q u e s t i o n s and w e re t a l k e d t o about t h e under s t a n d i b i l i t y and v a l i d i t y o f t h e q u e s t i o n n a i r e . D u r in g t h e s e p r e t e s t , i t was r e a l i z e d t h a t most o f p e o p l e , a f f e c t e d by s a l e s p r o m o t io n o f new spapers on t h e i r newspaper c h o i c e , t e n d t o answer t h e q u e s t i o n s , w hich w e re " A r e you a f f e c t e d b y s a l e s p r o m o tio n o f n e w sp a p ers on your newspaper c h o i c e ? " and " I f your r e g u l a r n e w s p a p e r, g i v e s s a l e s p r o m o t i o n , a r e you i n t e r e s t e d i n t h e m ? " , as " s o m e t im e s " , i n s t e a d o f " y e s " . T h a t ’ s w'hy " s o m e t i m e s " was added t o t h e s e tw o q u e s t i o n s as t h i r d c h o i c e , a l t h o u g h i t was n ot an answer w h ic h f i t s t o q u e s t i o n s .
The q u e s t i o n s 17 , "How o f t e n do you buy n e w s p a p e r ? " , and 21, " A r e you a f f e c t e d b y s a l e s p r o m o t io n o f n e w s p a p e rs i n your newspaper c h o i c e ? " a r e t h e d e p e n d e n t v a r i a b l e o f t h e q u e s t i o n n a i r e . D e m o g ra p h ic s , a t t i t u d e s t o w a r d n e w s p a p e r s , a t t i t u d e t o w a r d t e l e v i s i o n , a t t i t u d e s t o w a r d s a l e s p r o m o t io n s , r e a d i n g h a b i t , and s t r e n g t h o f p o l i t i c a l i d e a a r e d e p e n d e n t v a r i a b l e s , which a r e e x p e c t e d t o c h a n g e due t o d e p e n d e n t v a r i a b l e s . W h ile , q u e s t i o n s r e l a t e d t o s a l e s p r o m o t io n s a r e a s k e d , T u r k is h words "k u p o n " and " ç e k i l i ş " a r e used. T h e s e a r e t h e w ords, used i.r^^ commerci a l s on TV and known b y T u r k is h p eo p l e.
A i l q u e s t i o n s , e x c e p t 14, a r e c l o s e d -e n d e d q u e s t i o n s . Q u e s t io n 14 i s open q u e s t i o n which i s u sed t o g e t more i n f o r m a t i o n a b ou t r e s p o n d e n t s ’ r e a d i n g h a b i t , a t t i t u d e s tow a rd n e w s p a p e rs and a t t i t u d e s to w a rd s a l e s p r o m o t io n s o f n e w s p a p e rs .
I I I . 4 ) DATA ANALYSIS METHODS:
I n t h i s r e s e a r c h , t h e d e p e n d e n t v a r i a b l e s w e re f r e q u e n c y o f b u y in g newspaper and t h e e f f e c t s o f s a l e s p r o m o t io n on newspaper c h o i c e and a l l a n a l y s e s w e r e e m p lo y e d s e p a r a t e l y f o r each d e p e n d e n t v a r i a b l e . I n t h e c h o i c e o f q u e s t i o n , w hich a d d r e s s e s t h e e f f e c t s o f s a l e s p r o m o t io n on n ew spaper c h o i c e , C Q u e s tio n 213 f i r s t two c h o i c e , which w e r e '’y e s " and " s o m e t im e s " w ere com bined and t a k e n as one c h o i c e . Q u e s t i o n n a i r e s w ere a n a l y s e d a c c o r d i n g t o t y p e o f t h e q u e s t i o n s . Q u e s t io n s which h ave m u l t i p l e c h o i c e a r e m o s t l y i n t h e f i r s t p a r t o f t h e q u e s t i o n n a i r e , w h i l e q u e s t i o n s w hich show t h e d e g r e e o f a g r e e m e n t w i t h an i d e a , a r e i n t h e s e c o n d p a r t o f q u e s t i o n n a i r e . I n t h e a n a l y s i s o f t h e m u l t i p l e c h o i c e q u e s t i o n s which i n c l u d e q u e s t i o n s r e l a t e d t o d e m o g ra p h ic s , r e a d i n g h a b i t , a t t i t u d e s to w a r d s a l e s p r o m o tio n o f n e w s p a p e rs and a t t i t u d e s t o w a rd TV, f i r s t l y t h e s o c i o e c o n o m ic s t a t u s C.SES3 o f r e s p o n d e n t s was d e t e r m in e d and, r e l a t e d d a t a about r e s p o n d e n t s ’ in com e l e v e l s , e d u c a t i o n and
o c c u p a t i o n w ere c o l l e c t e d . F i n d i n g s w ere e v a l u a t e d a c c o r d i n g t o t h e method U5.ed b y P IA R f o r T u r k is h M edia R e s e a r c h , June 1989: CaJ In com e l e v e l C30 P o i n t s J CbJ E d u c a t io n C30 P o i n t s J CcJ O c c u p a t io n C40 P o i n t s J Thus, t o t a l p o i n t s end up t o 100 p o i n t s . P o i n t s f o r ea ch v a r i a b l e d i v i d e d i n t o g r o u p s , due t o number o f c h o i c e f o r t h e answer o f each q u e s t i o n . O c c u p a t io n was c l a s s i f i e d w i t h r e s p e c t t o P I A R ’ s c l a s i f i c a t i on. S tu d e n t s w e re p o i n t e d as g r o u p Cl or g r o u p C2 due t o t h e i r incom e J e v e l and e d u c a t i o n . House w i v e s w e re g i v e n t h e l o w e s t p o i n t . P e o p l e , who w ere u n i v e r s i t y o r m a s te r g r a d u a t e s , such as e n g i n e e r , d o c t o r e t c . , and h a v e m o n th ly incom e more th a n 7 . 0 0 0 . 0 0 0 TL w ere ta k e n i n t o g r o u p B. SES, w i t h r e s p e c t t o t o t a l p o i n t s o f e d u c a t i o n , in com e l e v e l and o c c u p a t i o n , a r e g r o u p e d a s f o l l o w s : SES Range o: T o t a l Po; A 100 -8 5 В 8 4 -6 5 Cl 6 4 -5 0 C2 4 9 -3 0 D 2 9 -1 5 E <15 A f t e r t h e c l a s i f i c a t i on o f .SES , c h i - s q u a r e t e s t was
e m p lo y e d and v a r i a b l e s , t h a t h av e s i g n i f i c a n c e l e v e l s m a l l e r th a n 0 . 0 5 i n d i c a t e d d i f f e r e n c e s b e tw e e n g ro u p s C Appendi x B , T a b l e s 1 0 -1 4 , T a b l e s 26-30!>. F u r t h e r , a l t h o u g h number o f ^ ‘jnbuyers i n t o t a l s a m p le i s l o w , f r e q u e n c y a n a l y s i s i s em ployed f o r n o n b u ye rs t o have an i d e a a b o u t t h e i r d e m o g ra p h ic s , r e a d i n g h a b i t and TV w a t c h in g h a b i t and c h i - s q u a r e i s e m p lo y e d t o d i f f e r e n t i a t e n o n b u y e rs fr o m b u y e rs C T a b le 22-25^). F o r t h e a n a l y s i s o f q u e s t i o n s which show t h e d e g r e e o f a g re e m e n t w i t h an i d e a and i n c l u d e q u e s t i o n s r e l a t e d t o r e a d i n g h a b i t , a t t i t u d e s to w a rd n e w s p a p e r, a t t i t u d e s to w a rd s a l e s p r o m o t io n s o f n ew sp ap ers, a t t i t u d e s to w a rd TV and s t r e n g t h o f p o l i t i c a l i d e a , f i r s t l y t t e s t was e m p loy e d ^ and v a r i a b l e s h avi ng s i g n i f i c a n c e 1e v e l s m a l l e r th a n 0 . 0 5 i n d i c a t e d d i f f e r e n c e s b e tw e e n g rou p s . C A pp end ix B, T a b l e 1 5 -1 9 , T a b l e 31-3 5?. S i n c e t h e c h a n ce s o f making e r r o r a r e g r e a t l y enhanced i n t t e s t , d i s c r i m i n a n t a n a l y s i s was used t o g r o u p r e s p o n d e n t s C A p p e n d ix B T a b l e 20 and 36?. D i s c r i m i n a n t a n a l y s i s c o n c e p t u a l l y s i m i l a r t o m u l t i p l e r e g r e s s i o n ar'.d a t t e m p t s t o c l a s s i f y i n d i v i d u a l s i n t o m u t u a l l y e x c l u s i v e and e x h a u s t i v e g r o u p s on t h e b a s i s o f a s e t o f in d e p e n d e n t v a r i a b l e s . U n l i k e m u l t i p l e r e g r e s s i o n , d i s c r i m i n a n t a n a l y s i s may s p e c i f y more than o n e s e t o f r e l a t i o n s h ip s o r f u n c t i o n s b e tw e e n in d e p e n d e n t and d ep en d en t v a r i a b l e s . M o r e o v e r , d i s c r i i n i n a n t a n a l y s i s can h a n d le a d ep en d en t v a r i a b l e t h a t i s c a t e g o r i c a l i n n a t u r e CCobb, 1986?. In
