FACTORS AFFECTING THE BUYING BEHAVIOUR OF CONSUMERS TOWARDS

OUTLOOK MAGAZINE

Summer Training Report

Submitted

IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE

AWARD OF THE DEGREE OF

MASTERS OF BUSINESS ADMINISTRATION

Submitted By

Abhishek Daniel

Admission No: 16MB000085

Under the guidance of

Deputy Manager Mr. AJAY KUMAR SINGH

DEPARTMENT OF MANAGEMENT STUDIES

INDIAN INSTITUTE OF TECHNOLOGY (INDIAN SCHOOL OF MINES)
DHANBAD- 826004

1
 DECLARATION

I, Abhishek Daniel bearing Reg. No. 16MB000085, hereby declare that the report titled

“FACTORS AFFECTING THE BUYING BEHAVIOUR OF CONSUMERS

TOWARDS OUTLOOK MAGAZINE” is an original project done by me and no part of

the project is taken from any other project or materials published or otherwise or submitted

earlier to any other college or university.

Place: Dhanbad Signature of Student

Date: 8 July 2017 (Abhishek Daniel)
Reg. No.: 16MB000085

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 ACKNOWLEDGEMENT

A project work is the process of experiencing a long way in helping up a person in his respective
profession and a group of kind hearts is behind its success so we have taken this golden opportunity
to acknowledge those who molded up this study.
Initially I express my gratitude to IIT(ISM) DHANBAD for giving this valuable opportunity
I express my gratitude and thankfulness to Mentor in Outlook group.
I am extremely grateful to all my respected faculty of Dept. Management Studies IIT(ISM)
Dhanbad, who has helped in arranging this internship.
Last but not the least I take this opportunity to thank th almighty, my parents and friends for their
encouragement and cooperation

ABHSIEHK DANIEL

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4
 TABLE OF CONTENT

CHAPTER CONTENTS PAGE NO.

1 INTRODUCTION 8

1.1 Origin of the organization 9

1.2 Growth and development of the organization 17
1.3 Industry profile 17

2 DISCUSSIONS ON TRAINING 22

2.1 Students’ work profile (Role and Responsibilities). 23

2.2 Description of live experiences. 23

3 BACKGROUND OF THE PROJECT 24

3.1 Literature Review 25

3.2 Statement of research objectives. 28

3.3 Research design and methodology. 28

4 DATA ANALYSIS 30

4.1 Analysis of Data 31

4.2 Summary of the findings 39
4.3 SWOT Analysis 40

5 SUMMARY AND CONCLUSIONS 42

5.1 Summary of learning experience. 43

5.2 Conclusion and Recommendations. 44

5
 46
ANNEXURE

BIBLIOGRAPHY
49

6
 CHAPTER: 1

INTRODUCTION

7
 INTRODUCTION

The topic of my study is “factors affecting the buying behavior of consumers towards outlook
magazines”, As suggested by Maslow’s hierarchy of needs, every human being has needs
whether to satisfy a physiological need or in order to meet needs related to esteem and
belongingness. Thus, some money will be spent throughout their lifetime on their purchase to
satisfy their needs. Therefore is important to investigate the buying behavior of consumers, the
need of this research is due to the complex nature of the shopping habits especially within a
multicultural society as India as we all know that the choices of people keeps on changing.
Earlier the newspapers were the sole source of getting the news but today generation is shifting
more towards the digital mediums and in some or other way print media is stepping back
according to the latest research.

Due to which the competition is very tough in the print media industry (particularly talking
about the magazines), India today and The Week are the close competitors of Outlook
magazines as suggested by the survey conducted by the IRS (Indian Readership Survey).
Therefore it is important to understand the factors that affects the readership of consumers and
what are the things that can be improved in Outlook group so as to increase the readership, for
which I undertook this study. I conducted telephonic interviews of different class of people to
collect data and perceive their buying behavior.

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1.1 Origin of the Organization

In October 1995, group company Hathway Investments Private Limited entered the print
media. Outlook, a weekly newsmagazine headed by Vinod Mehta, galvanised a sluggish
market reeling under the impact of satellite TV. Outlook quickly carved a significant niche for
itself among discerning readers who value its in-depth, investigative reporting as well as its
stylish visual format. Known to be fiercely independent, Outlook has shaken the establishment
on events ranging from Kargil to Kashmir to cricket, sensitized the reading public to important
issues like big dams, education and gender, and provided an unremitting focus on South Asian
geopolitics.

Outlook is a part of Rajan Raheja Group. The Rajan Raheja group is lead by Mr. Rajan Raheja,
a renowned businessman involved in the real estate development business for over three
decades. The company diversified into manufacturing and financial services over the last two
decades. The aim of this group is to set up focused companies which aims to be leaders in
their respective fields with long term goals. Each company is controlled by independent
CEO’s with a vision to prosper.
This group has an important role in growing convergence business in India through Asianet
Satellite Communications Ltd. and Hathaway Cable & Datacom Ltd. At present this group
covers a range of business ventures which includes :

9
MANUFACTURING COMPANIES
 Prism Cement Ltd. – with total production capacity of six million tonnes this company
consists of two divisions :
i) H&R Johnson (India) Ltd., the top name in ceramic tiles in India.
ii) RMC Readymix (India) Pvt. Ltd. It operates in around 27cities across India and is
the third largest concrete manufacturer in the country.
EXIDE INDUSTRIES - It is the largest battery manufacturer in India. The company has
a distribution network comprising over 4000 dealer outlets. The company also
manufactures submarine batteries.
 SUPREME PETROCHEM LTD. – It is a joint venture of the Raheja Group with
Supreme Industries Ltd., the largest producer of plastic materials in India.

MEDIA

 HATHWAY CABLE & DATACOM LTD. – This industry provides cable tv and internet
services across in country .
 OUTLOOK PUBLICATIONS – A leading magazine in India.
 ASIANET SATELLITE COMMUNICATIONS – A fiber optic cable network in
Kerala.

INSURANCE
 RAHEJA QBE – General insurance company of raheja group.
 EXIDE LIFE INSURANCE COMPANY LTD. – A life insurance company fully
owned by the Exide industries .

RETAIL AND WHOLESALE

TILE BAZAAR
GLOBUS
HEALTH & GLOW
FOODWORLD

SOFTWARE
SONATA SOFTWARE

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Owner – Mr. Rajan Raheja
Editor in chief – Rajesh Ramachandran
Date of establishment – October 1995
Headquarter address – AB-10, S.J. Enclave, New Delhi, India
Branches – Mumbai, Kolkata, Chennai, Hyderabad and Bengaluru.
The Outlook group publishes five magazines all together. These magazines contain Outlook
Weekly, Outlook Traveller, Outlook Money, Outlook Business and Outlook Hindi. The first
four are published in english whereas only one magazine Outlook Hindi is published in hindi.
Apart from these magazines, Outlook group also publishes various guide books
Vision of the company
To be the largest and most profitable magazine publisher in India.
To be the first choice of customers, people and investors.

Mission of the company

Leadership through empowering individual thoughts.
Delighting customers by offering quality products and services through a process of
innovation and adaptation.
Build a dynamic team of committed and passionate employees through sustained learning
and grooming.
Develop mutually beneficial relationship with business partners.
Employ cost-effective processes and thereby create a strong organisation.

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ORGANIZATIONAL HIERARCHY

OWNER: MR. RAJAN RAHEJA

EDITOR-IN-CHIEF

VICE PRESIDENT

ASST VICE PRESIDENT

GENERAL MANAGERS

DY GENERAL MANAGERS

NATIONAL HEAD

REGIONAL MANAGERS

SENIOR MANAGERS

ASSOCIATE MANAGERS

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 DISTRIBUTION CHANNEL OF MAGAZINE

The distribution of magazine occurs through two modes –

i) Subscription (contributes 60% of the revenue)
ii) Retail network (contributes 40% of the revenue).
In case of subscription, magazines are delivered at doorstep of subscribers through courier
services across India.
In case of retail network, copies of magazines are available at retail point from where customers
can directly purchase as per their wish.

13
Product Description
The Outlook group publishes five magazines in total. These are as follows:

i) Outlook Weekly - In October 1995, group company Hathway Investments Pvt. Ltd. entered
the print media. Outlook, a weekly magazine headed by Vinod Mehta, galvanised a sluggish
market reeling under the impact of satellite T.V. Outlook quickly carved a significant niche
for itself among readers who value in-depth reporting. Known to be fiercely independent,
Outlook has shaken the establishment on events ranging from Kargil to Kashmir to cricket,
sensitised the reading public to important issues like big dams, education and gender and
provided an unremitting focus on South Asian geopolitics.

ii) Outlook Business – This magazine of Outlook covers news of business world. This
magazine is mostly preferred by the Business schools, business professional, businessman.
This is a fortnightly magazine.

14
iii) Outlook Money – India’s first professional magazine which offers strategies for investors
especially the growing segment of salaried middle class and self-employed professionals.

iv) Outlook Traveller – This magazine is the first choice for people who love travelling and
provide information about unknown destinations.

v) Outlook Hindi – This is the only magazine published by the group in hindi. This magazine
is a general magazine and contains news of all sectors.

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 Apart from these magazines Outlook also publishes various guide books which are as follows:

1. Beach holidays in India

2. Karnataka
3. Jammu, Kashmir and Ladakh
4. Romantic holidays in India
5. Mumbai guide
6. Heritage holidays in India
7. Weekends break from Delhi
8. Trekking holidays in India
9. India guide
10. Driving holidays in India
11. Uttarakhand
12. Family holidays in India
13. Special holidays in India
14. 100 Best resorts
15. 100 Holidays in the Hills

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1.2 Growth and Development of the Organization
India offers a promising market for the print media industry. The expected CAGR of 12 per
cent up to 2011 is a result of the increasing rate of literacy and thus the increase in the number
of people reading newspapers and magazines. Also, the demand for the latest events in the
country and the world is driving the newspaper industry growth. In 2011, the print media is
expected to reach Rs. 19,500 cr from its present value of Rs. 10,900 cr.
The bright future and the immense scope of the Indian print media have also aroused the
interest of foreign investors and recently the government has opened up the sector to foreign
investment. Foreign media has also shown interest in investing in Indian publications. The
revenues for India's newspaper market are generated from advertising and circulation. India's
growth rate in this segment is poised to be higher than the average rate of growth in the Asia-
Pacific region over the next four years. Digital printing, new ways of promotion and
distribution are the latest trends and content being the focus of the print media industry.

1.3 INDUSTRY PROFILE

a. Print Media
Media consists of different types such as Print media, Broadcasting media, digital and online
media etc. Due to disparity in the languages spoken across nation, the structure of the print
industry in India is highly fragmented. The print industry consists of newspaper, magazines
and book publishing. However, book publishing has a small contribution in the total share,
newspaper publishing dominates print industry. The print industry is expected
to grow its reach to over 220 million people and has immense growth potential. Of the daily
newspapers, about 46% are vernacular, 44% are in Hindi and 10% are in English.

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b. Growth and present status of the industry:
Generally speaking, journalism is flourishing in India today. The Indian language
newspapers have overtaken the English newspapers in number & circulation. The highest
circulation till the 1990‘s was enjoyed by the English newspapers despite the fact that less
than 5 percent of the population of India claim English as their mother tongue. English is still
the medium of instruction in colleges & many prominent schools. It is also the language of
administration, although state governments have introduced legislation in favor of local
government.
Hindi newspapers have the largest total circulation in India. Hindi is the main language of
10 Indian states- Bihar, Chattisgarh, Delhi, Haryana, Himachal Pradesh, Jharkhand, Madhya
Pradesh, Rajasthan, Uttranchal and Uttar Pradesh. Certain trends in communication &
journalism throughout the modern world prompted several sociologists & media experts to
discuss the desirability of re-examining the trends in the light of basic issues. In other words,
back to the basics‘ say the experts. This is where Gandhi becomes relevant. High technology
is good, but if it does not enable us to solve basic problems confronting the succeed in
catering to the greed of a few to the exclusion of the need of the many-as it has done through
the recent decades and in all countries that experienced colonial subjugation in the past.

c. Future of the industry:

The Print media sector is one of the fastest growing sectors in India. The publishing and
media sector is significant for India in terms of the value of the market and also in terms of
employment. For the Indian Union, the sector is particularly important because of its
contribution to and relationship with European culture –the publishing and media sector is
central to creating and strengthening India’s identity. The fortunes of publishing and media
are closely linked to the strength of the underlying economy because of revenues resulting
from advertising and end-user spending. Consequently, the sector saw boom times in the
1990s but was adversely affected at the turn of the millennium by the bursting of the dot.com
bubble, the restructuring in the telecommunications sector and the general downturn in the
global economy.

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d. Competitors:
There are mainly four competitors of the company in the market, as mention below:

1. INDIA TODAY (competing with Outlook English magazine)

2. BUSINESS TODAY (competing with Outlook Business)
3. THE WEEK (competing with Outlook English magazine)
4. BUSINESS WORLD (competing with Outlook Business)

1. INDIA TODAY
It was launched in 1975 and in just a few years, it became the leading news magazine
in the country. Now, with editions in five languages, it has become the most widely
read publication in India-a position it has held for over a decade –with a circulation of
1.1 million every week and a readership of more than 15 million.

The magazine’s leadership is unquestioned; so much so that INDIA TODAY is what

Indian journalism is judged by, for integrity and ability to bring unbiased and incisive
perspective to arguably the most dynamic, yet perplexing reason in the world. Breaking
news and shaping opinion, it is now a household name and the flagship brand of India’s
leading multi-dimensional media group. INDIA TODAY asks the most difficult
questions and provides the clearest answers.
The success of INDIA TODAY in English led to an idea; good journalism should not
be restricted by language. In a country with 12 major languages,
the non-English readership of hundreds of millions of millions could not and should
not be ignored; it was decide to publish.
INDIA TODAY, in the major Indian languages, effectively melding national news
with local needs. At present, INDIA TODAY is published in four major Indian
languages; Hindi, Tamil, Telugu, and Malayalam.

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2. BUSINESS TODAY
It is largest-circulated business fortnightly in India. It’s the best report of the business
topography of the newly liberalized India. As the wave of change sweeps business,
economy and society like never before, BUSINESS TODAY has ensured that its
readers have all the necessary upgrades to challenge tomorrow. It takes its readers
deeper to give a complete understanding of the world of business.
Ever since its inception in 1992, it has set one benchmark after another in business
reporting. It was first to do serious reporting on management theories. And then again
it’s the first to bring whole new genre of business journalism-more up close and more
incisive. Today, BUSINESS TODAY commands the highest circulation and
readership among all business magazines in India.

3. BUSINESS WORLD
It is part of the ABP Group, one of India’s largest media groups and the brand leader
in eastern India. ABP also publishes Ananda Bazaar Patrika, a widely
popular Bengali daily, and the Telegraph, the largest and English daily in the eastern
region. It also co-owns star News television channel along with Rupert Murdoch’s star
group. Business world is the largest selling Indian business magazine, and the only
business weekly in the country.
Over a period of two decades, Business World has established itself as a magazine that
offers incisive and high-quality reportage on economic and business affairs. In the past
few years, it has focused strongly on understanding the meaning of Global India. It is
an emerging sector, emerging leaders and emerging concerns. Its team of journalists
and domain experts cover extensively trends and movements in markets such as
telecom, IT, biotech, media and Pharma and provide exclusive analysis on
infrastructure, economy and the stock markets.
Leveraging on its brand leadership, Business world has now moved into other media
platforms, like publishing and events. Its recent publications include doing business in
Asia, The marketing white book, understanding behaviour and business world mega
B-School guide. The business world Roundtables and great place to work seminars,
which attract the best minds from the corporate and economic world, have becoming
20
important forums to set agendas and address crucial issues. The magazine most
respected companies Awards and the BW-NID Design award are considered as
benchmarks of corporate excellence by Indian corporate.

4. THE WEEK
Popular weekly magazine published by Malayalaya Manorama Group of Kerala.

Market Profile of the Organization:

Outlook is the preferred magazine of 1.5 million readers in India, and sells more than
11.2 million copies over the year. The customers of Outlook fall under various
categories like:
a. Universities
b. Libraries
c. Corporate
d. Household
e. Retail Customers

At OUTLOOK, guiding principles are:

 Customer service and customer satisfaction.
 Understanding the culture, social environment and individual customer

requirements.

 To cater all varied needs of customers.

 They understand customer’s needs and wants and serve according to their

requirements.

 They pride themselves on a friendly and open approach.

 Team of experienced people who understand the Indian risk drives them.

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 CHAPTER: 2
DISCUSSION ON
TRAINING

22
2.1 Students’ Work Profile (Role and Responsibilities)
I had to meet clients and had to understand their requirements and then market my
product as per the situation and criteria and methodologies used in descriptive ways;
Converting the leads given to me by my team leader from the database of outlook
group; Meeting with the clients explaining them about Outlook product; Answering
the customer queries.

Marketing of various Outlook magazines, Report on customer requirement on daily

basis. Preparation of customer’s feedback report about the services provided by
OUTLOOK PUBLISHING (INDIA) PVT. LTD

2.2 Description of Live Experiences:

This training has been a good learning experience, where I could understand the
realities of the corporate world.
Real exposure to the corporate world, which helped me a lot in understanding the mind
set of executives to a certain extent.
Learned about customer requirements, customer mind set how to convince others.
It helped me in improving my communication skills, presentation skills and how to
behave in front of executives.
I used to come across different types of customers, which increased my confidence
level.

23
 CHAPTER: 3
BACKGROUND OF
THE PROJECT

24
 3.1 LITERATURE REVIEW

The topic on which I will be working on is “factors affecting the buying behavior of the consumers
towards outlook magazine”. As suggested by Maslow’s hierarchy of needs, every human being
has needs whether to satisfy a physiological need or in order to meet needs related to esteem and
belongingness. Thus, some money will be spent throughout their lifetime on their purchase to
satisfy their needs. Therefore is important to investigate the buying behavior of consumers, the
need of this research is due to the complex nature of the shopping habits especially within a
multicultural society as India.
Here we will be focusing more on the print media as it is taking a step back as compared to the
digital media. According to Aparna Dutta Sharma, CEO, IBEF (India Brand Equity Foundation).
Print media is expected to take a back seat as compared to the digital media in the coming years,
the print media industry in India is expected to deliver earning at a compound annual growth rate
(CAGR) of 17 percent during FY 2013-15. As per the released report. The current size of the print
media industry is estimated as INR 22,000 crore (US$ 4 billion).
The reader’s affinity in India is increasing more towards digital medium as well, the huge market
size offers ample opportunities for both the media channels to coexist. For instance, the vernacular
market alone accounts for 30 percent of ad revenues in the print media industry whilst English is
the largest segment with 40 percent ad revenues and rest is with the Hindi language. It is no secret
that the print media industry is heavily dependent on the ad revenues as only 30 percent revenues
come from circulations and the balance 70 percent is from advertising.
So it is very important to know that what factors are affecting the buying decision when it comes
to readership of magazines,
So in order to make the pillars more strong I’ve gone through some research papers on consumers
buying behavior. The research paper by Rajput, N,& Khanna, A.(2014), on buying behavior and
gender perspective towards branded apparels, Archives of Business Research- vol.2, No.5 says
that the marketers must understand their buying behavior and make persistent marketing efforts to
transmit the frequency of buying behavior from occasionally to frequently. And this can be done
through various promotional offers which can act as a powerful stimulant for a consumer to visit

25
the store and shop. Indian consumers today have become more value conscious it important for
the marketers to come up with low range and eco- range of products to cater to a larger segment.
According to the latest Indian Readership Survey for the second quarter of 2011 shows that
magazines readership continues to follow the decline trend of the past two years, specifically
general interest magazines. Business and niche magazines, however are showing growth.
IRS 2011 Q2 shows that the top 10 magazines, India today is the only English language magazine
to feature and despite the trend of general interest magazines declining in readership, it has gained
readership over Q1 and Business outlook is the only magazine to have steady readership growth
over the last five quarters.
“We have been looking at the numbers and ad revenues and circulation – and there is clear growth
even as others have shown decline,” said Maheshwar Peri, publisher, outlook
According to IRS, 2010 saw an overall growth in readership of business magazines over 2009,
with Business Today, Outlook Business, Business World and Outlook Money gaining in
readership and business India remaining at the same level.
“In general, magazine readership is on a decline but that is more limited to the general interest
magazines. The business magazines category is seeing fresh excitement with the entry of new
premium players and there is a revival to some extent.” Said Gurmeet singh, CEO, Forbes India.
Jeffrey (1971) in his studies states that one of the key variables in studying the role of risk handling
in the consumer decision process is self-confidence. When making problem solving purchase
choice decisions, low self-confidence consumers would be defensive or indecisive.
So according to me and the 2 months spent working as an intern at outlook magazine and by talking
to clients given to us by the team leaders from the database of outlook group, I came to know that
many of the consumers nowadays want a worth buying schemes or in other words they want heavy
discounts in order to make the purchase but some are brand loyal and fond of quality and content
which forces them to make the purchase and helping the organization to raise the revenues in order
to survive in the competing market. Which will be very clear by the survey conducted by me during
my internship via telephonic interviews.
What I understood during my internship that they are following the push strategy which is a
promotional strategy where businesses attempt to take their product to the customers. The term
push stems from the idea that marketers are attempting to push their products at consumers.
Common sales tactics include trying to sell merchandise directly to customers via company

26
showrooms and negotiating with retailers to sell their products for them or set up- of – sale
displays. Often, these retailers receive special sales incentives in exchange for this increased
visibility. Which is no doubt is helping the organization to gain the revenues in order to withstand
competitors but meanwhile many of the customers are unhappy with the services and commitments
that outlook make with their clients. When asked, delivery and commitments were the sole issues
to not to buy the magazines and many consumers are shifting towards India Today and other
magazine brands over outlook magazine.
In the words of business guru Michael E. Porter: "The essence of strategy is choosing what not do
to. So in order to sustain for a longer period, it is important to look after the customer satisfaction.
Which is considered as the sole principle of marketing.

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3.2 Statement of Research Objectives
The research objectives of the selected research problem are as follows:
To study customer satisfaction
To find out the competitors of Outlook
 To analyze the customer‘s needs regarding the product and policies formulated by
the company
To find out the brand image of outlook magazine
To offer suggestions based findings.

3.3 Research Design and Methodology

The study is based on survey technique.The study consists of analysis about customer’s
awareness and satisfaction. For the purpose of the study 50 customers are selected and
their views solicited on different parameters. The methodology adopted includes

Questionnaire

 Convenience sample survey of customers.

 Discussions with the concerned persons
 Personal interviews and informal discussions were held with customers to
ascertain the awareness and satisfaction level. Further applying simple
statistical technique the data collected was processed.

SOURCES OF DATA:
Primary Data:
 Questionnaire
 Convenience sample survey of customers.
 Discussions with the concerned persons

Secondary Data: Secondary data consisted of the lead that was given by the
company. Data was also collected through various websites and paper clippings.

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SAMPLING PLAN:
 A sample of hundred customers was chosen for the purpose of the study.
Sample considers of small investors, large investors and traders.
 Sampling Methods: Probability sampling requires complete knowledge
about all sampling units in the universe. Since due to time constraint
convenience sampling was chosen for the study.
 Sampling Procedure: From a large number of customers of Outlook
Publishing Pvt. Ltd some were randomly selected.
 Field Study: The respondents were directly approached.

A collection of Data through Questionnaires:

The data collected for the study purpose is through questionnaires. hundred randomly
selected customers of data (information revealed from the customers) were analyzed.

Convenience Sample Survey of Customers:

Customers of our product were selected randomly which is very reliable to know mind
set of the customers regarding the product and services and also this method of data
collection is very helpful in time and money saving. So respondent are selected through
random selection method due to time and money saving purpose.

Discussions with Concerned Persons:

For data collection purpose I asked an open-ended question regarding services of Info
magic and took the feedback from them better improvement of product and services.

29
 CHAPTER: 4
DATA ANALYSIS

30
4.1 ANALYSIS OF DATA

Data analysis play a vital role in any research or project. The analysis of data gives a clear idea
of the total research.
Statically distribution, construction of diagram, calculating sample measures like percentage and
ranking helps us to analyze the data, which lead to finding and suggestions. In this data are
analyzed using tools like bar charts, pie charts and tables.

The data and charts shown below are on the basis of the survey done of the 100 people. All the
people included in the survey are the professionals and above 20 years of age.

Table 1: Showing the percentage of readers of different magazines

INTERPRETATION
From the above chart, we can interpret that India Today is capturing the major share followed by
the
Outlook, the Week, Business World and the remaining part is trapped by the other magazines.

31
Table 2: Showing the factors that influence to buy magazines

FACTORS PERCENTAGE OF
READERS
Cover Story 15
Contents 20
Brand 37
Price 28
TOTAL 100

CHART 2 : Showing the factors that influence to buy magazines

INTERPRETATION.
From the above pie chart, we can interpret that the majority of the respondents are influenced to
buy the magazines by its brand name.

32
Table 3: Showing the customers preferences to read the magazines:

PREFERANCE PERCENTAGE OF READERS

COVER STORIES 15
CURRENT EVENT 7
BUISNESS NEWS 29
CARRIER RELATED ISSUES 8
EXCITING NEWS 23
ENTERTAIRMENT 18
TOTAL 100

CHART 3: Showing the customers preference to read the magazines

INTERPRETATION
From the above table, we can interpret that majority of the respondents are buying magazine
because of their preference for business news.

33
TABLE 4: Showing the customer's satisfaction level with the Outlook magazine

Level of satisfaction
30
25.8
25 23.4 22.7

20 17.8

15

10.3
10

0
1 2 3 4 5

INTERPRETATION
From the above study, we come to know that maximum percent of the respondents are satisfied
on a scale on 5 with the Outlook magazine.

TABLE 5: Shows the customer ratings about their reaction for advertisements given in the
magazine (1= very poor, 5= excellent)

Level of advertisement
40
30
32
20 25
20
10 15
8
0
1 2 3 4 5

INTERPRETATION
It is clear from the above table that level of advertisements are high in the outlook magazine, as
we already discussed that print media is mostly generating revenues from advertisements
according to IRS and IBEF.

34
TABLE 6: Shows mode of payment preferred by people

MODE OF PAYMENT NUMBER OF RESPONDENTS

NET BANKING 16
THROUGH CARDS 33
DEMAND DRAFT 20
CHEQUE 24
THROUGH CASH 7
TOTAL 100

CHART 6: Shows the mode of payment preferred by people

INTERPRETATION
It is clear from the above chart that most of the people prefer cards to make the payment.
While the second option they prefer is through cheque because of safety reasons.

35
TABLE 7: Shows whether people wants to go for subscriptions or not.

INTERPRETATION
It is clear from the above chart that most of the people wants to go for subscription. Which means
that 61% of the customers are happy with overall outlook magazine that’s why they are willing to
go for renewal.

TABLE 8: Shows the factors influence to go for the subscription of outlook magazine.

INFLUENCES PERCENTAGE OF CUSTOMERS

Discounts 21
Quality 10
Availability 32
Gifts 37
TOTAL 100

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CHART 8: Factors that influence to go for the subscription of outlook magazine

INTERPRETATION
From the above chart, it is clear that the customers are going for the subscriptions of the
magazine because of the gifts.

TABLE 9: Shows the factors influence to go for the renewal of subscription period.

INTERPRETATION
This chart shows that the customer's loyalty towards the brand influence them to go for renewal.

37
TABLE 10: Shows the sources from where people get to know about Outlook

SOURCES NUMBER OF PEOPLE

Family and friends 26
Online ads 23
Print media 36
Others 15
TOTAL 100

CHART 10: Shows the sources from where people get to know about Outlook

INTERPRETATION
When asked the customer about from where do they get to know about Outlook, 36%
respondents said print media as their source of information.

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4.2 SUMMARY OF THE FINDINGS

From the above tables and charts I found that

- India Today is capturing the major share followed by Outlook.
- Most of the customers buy the magazines because of the brand name.
- Most of the customers are satisfied with the contents of the outlook magazine.
- Most of the customers buy the subscription of the magazine because of the gifts plus they
are brand oriented.
- Brand loyalty is the factor which influence people to go for the renewal.
- Most of the people buy the magazines for the purpose of reading business news.
- Most of the people like to make payments through cards.

Analyzing the market research, we can say that there are some problems and these problems
need well improved solutions and further more proper approach is needed and there should be
good sources of knowledge in the area, the involvement should be in the full proportion and
regular courses of study of market research and the strategies adopted should be appropriate and
in well direction as per needed.

Here we also see that the percentage Ratio of going for the resubscription is 60:40 which means
60 percent customers are satisfied that’s is why they are willing resubscribe but 40 percent of the
customers are sill not satisfied which may vary. According to me oulook should work a little
more to gain the respect and satisfaction in the eyes of customers in order to retain in the market.

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4.3 SWOT analysis:
After the survey and interpretation done by me I am able to understand the strength
and weakness of outlook magazines which is very important to be studied and
analysed by the marketers, editors and content writers, etc because as we can see india
today and the week are the close competitors of outlook magazine so in order to gain
an upper hand and sustain in the upcoming future market every feedback should be
studies and necessary changes should be made in order to retain the customers interest
and issues faced by customers should be thoroughly analysed and resolved to gain
customers trust in the organization.

Strengths

 Good quality of magazines

 Customer satisfaction with contents of its magazines

 Outlook is the preferred magazine of 1.5 million readers in India

 Outlook sells more than 11.2 million copies over the year

 Good brand name and reputation in the market

 Attractive offers, discounts and gifts on the subscription of the magazine

Weaknesses

 Higher cost of the magazines

 Delivery of magazines

 Distribution channel

 Customer perception about Outlook serves to a political party.

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Opportunities

 The Print Media sector is one of the fastest growing sectors in India

 It is the seven or eight English mainline dailies that are driving the growth

 They have over 300 certified publication coming out

 Expanding business across global as coming out with the “Newsweek”

magazine, a US based magazine.

 Promotes its magazine at international level.

Threats

 India Today is capturing the major share of the market

 The Week is also a close competitor of Outlook.

 As the increase in other mode of information like TV, Radio, Mobile and

Internet, etc. Reading habit in youths is lessening

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 CHAPTER: 5
SUMMARY AND
CONCLUSION

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5.1 Summary of Learning Experience
When I joined OUTLOOK PUBLISHING INDIA PUBLISHING (INDIA) PVT LTD
as a management tranee, that time I really didn’t have the idea regarding market. I
learned here how to convince clients, how to talk to clients and all marketing tips and
tricks that are given by the MD (Managing Director) though I came to know what really
marketing is ? While the job was very difficult for me because for the first time I was
doing that type of work but after sometime I got habituated with that kind of
environment. I got so much of confidence and experience by working in the marketing
field.

1. I learned how to present oneself in front of clients.

2. I am able to relate what I have studied in college with practical experience.
3. It helped me in improving my communication skills.
4. I am able to understand consumer behavior and their way of thinking , choice and
preferences.
5. I am able to understand about products, services and relevant field very well.
6. I have learned how to motivate customers for the profit maximization of the
orgazinsation.

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5.2 Conclusion and Recommendations:

a. Conclusion:
After the thorough study of the data it can be concluded that in print media (particularly
talking about magazines) people are spending loads of money , and people who are
interested in making the purchase and who are already a subscriber are well employed and
some are retired, so here price is not playing the major role. Attractive schemes including
gifts and discounts are playing the key role in order to attract and retain the consumers.
Meanwhile through the findings we came to know that people here are brand conscious
and are very much into business world. As we can see there are involvement of premium
players in business, and many successful entrepreneurs are coming forward and
contributing to Indian economy and hence enriching the employment in India is trending
today and outlooks business magazine is considered to be the best.
I have done survey of 100 people from different prospects and on the basis of that data
gathered from the survey. I got to know that OUTLOOK has a good brand image in
customers mind and the customer has a quality image of OUTLOOK in their minds.
I also came to know about the sections where outlook magazines should give attention
Like delivery issues, commitment issues and some political issues.
According to me if outlook should work a little more towards the customer satisfaction in
order to gain the trust.
It is just an exploratory research performed by me to get the basic idea about the
organization and customers attitude towards the outlook magazines. Many more research
are to done on this topic so as to reach to some strong conclusions which can be further
implemented to optimize the performance of the organization.

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b. Recommendations:
On the basis of extensive study and research, here are some recommendation and
suggestions, which may help the company to market the product and service more
profitably and increase its share in the market.
 They should adopt proper positioning strategy and should arrange extensive
promotional activities
 They should improve their distribution network so that they can distribute the
magazines on time.
 They should give reasonable discounts and attractive gifts on the subscription on
the magazines to increase the sale.
 Commitments made to clients should be fulfilled in order to gain trust and brand
loyalty.

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 ANNEXURE

QUESTIONNAIRE:

1) Which one of the following Magazines you read?

(a) Outlook Business []

(b) Business Today []

(C) Business and Economy [ ]

(d) Others [ ]

2) Which factors influence you to buy the Magazines?

(a) Cover Story [ ]

(b) Brand [ ]

(c) Price [ ]

(d) Contents [ ]

3) What exactly you expect from the Magazine?

(a) Current event [ ]

(b) Entertainment [ ]

(c) Business News []

(d) Exciting News [ ]

(e) Cover Stories [ ]

(f) Carrier related issues []

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 4) Are you satisfied with the service of OUTLOOK?

(a) Yes []

(b) No []

5) What do you think about the advertisement given in the magazine are?

(a) More []

(b) Medium [ ]

(c) Average [ ]

(d) Less []

6) Which mode do you normally use to make payment for subscription of

Outlook magazine?

(a) Net banking []

(b) Through cards [ ]

(c) Demand drafts [ ]

(d) Cheque []

(e) Through cash []

7) What influenced you to go for the subscription of Outlook Magazine?

(a) Quality []

(b) Availability []

(c) Gifts []

(d) Discounts []

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8) If your subscription period is exhausted then would you want to

continue your subscription period?

(a) Yes []

(b) No []

9) Which factors influence for the renewal of your subscription

(a) Quality [ ]

(b) Service [ ]

(c) Brand Loyalty [ ]

(d) For availing new gifts []

10) Through which mode have you heard about Outlook magazines ?
(a) Family and friends []
(b) Online ads [ ]
(c) Print media [ ]
(d) others [ ]

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 REFERENCES

 http://www.google.com/
 https://outlookindia.com/
 http://bestmediainfo.com/2011/06/irs-q1-2011-top-10-english-magazines/
 https://www.ibef.org/blogs/in-fine-print
 Rajput, N., & Khanna, A. (2014). Dynamics of Young Indian Consumers’ Buying Behaviour
towards Branded Apparels: Gender Perspective. Archives of Business Research, 2(5), 84-106
 http://www.exchange4media.com/print/indian-readership-survey(irs)-data-delayed-to-q3-
2017_66922.html
 http://bestmediainfo.com/2011/06/irs-q1-2011-top-10-english-magazines/

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