SUMMER INTERNSHIP PROJECT REPORT

On
(E-marketing of print media services reference to outlook magazine)
(A study on consumer buying behavior towards outlook magazine)
(May 3rd – July 4th)
Submitted by
RYAN SEQUEIRA
PGDM (2020-2022)
Company Guide Internal Guide
Mr Pritam Dr Shefalika Narain
 ACKNOWLEDGEMENT

The research project report is one of the important part in the PGDM program, which has
helped me to gain a lot of experience, which will be beneficial in my succeeding career. Iam
thankful to my organization mentor Mr Pritam who has continuously reviewed my work during
the internship on both of my task.
 Executive Summary

I, as a Management intern was engaged with Outlook group, Mumbai. I worked in a Marketing
department for 2 months. It was educative for me and a professional experience thereby gaining
a practical overview of the corporate work culture. The Project was on Consumer Buying
Behavior with respect to Outlook Magazine an attempt to find out the factors affecting the
consumer buying behavior of Outlook magazine subscribers. To find the impact of branding on
consumer buying behavior. To examine the relationship between monthly income and also the
price sensitive attitude to study the relationship between profession and experience of Outlook
magazine‘s customers. Also assess the relationship between promotional strategy of celebrity
endorsement and experience of Outlook magazine‘s customers. The analysis also revealed that
there are some factors like convenience, branding, delivery service which leads to customer
loyalty. It was also found from the study that there are no significant relationship between
income and price sensitive attitude of the customers. It was concluded that there is no
significant relationship between profession and experience of customers. It was found that there
is significant relationship between celebrity endorsement and experience of customers. My
study is descriptive in nature and I have used simple sampling.
The Internship at outlook magazine provided me an opportunity to understand the challenges
faced by the traditional print media from newer forms of new communications such as social
media. The rapid growth in Information Technology and its impact on media and news industry
has closed the business of many well-known media groups who were not able to survive even
after having good contents as they lost their customer value proposition to digital and social
media.
In this 2 months of internship with Outlook I learned how outlook sales is facing massive task
of achieving the targets, on the other hand that is business to business [B-to-B] they are looking
into advertisement, hence it gave me an opportunity to learn how the revenue is being
generated through Magazine sales and also in the form of advertising.
 OBJECTIVES OF THE STUDY

1) To find out the factors influencing consumer buying behaviour w.r.t Outlook
magazines.

2) To examine the relationship between monthly income and price sensitive attitude.

3) To examine the association between profession of

customers and experience of Customers towards Outlook
magazines.
4) To examine the association between promotional strategy of
celebrity endorsement and Experience of customers towards Outlook
magazines.
TABLE OF CONTENTS
1.    Introduction

2.      Objectives of studying the organization

3.     Overview of the organization

3.1         Brief history
3.2         Nature of the organization
3.3         Business volume
3.4         Profile of employees
3.5         Product lines

4.    Organizational structure
4.1         Main offices
4.2         operations

5.    Structure of the Department

5.1         Number of employees working in the Department
12.2         operations

13. Functions of the Department

13.1      strategy
13.2      Product planning, development & management
13.3      Overall operations

14.         Critical analysis of the theoretical concepts relating to practical experiences i.e. relate the
theoretical concepts with your practical experience during your Internship with the Department
14.1      Success and failure of different products / process of the organization along with reasons
14.2      Major competitors of the organization
14.3      Future prospects of the organization

15. Short-falls/weaknesses of the Department

15.1      Critical analysis of the management patterns of the organization with reference to operations,
weak areas which need to be improved.

16. Conclusions & recommendations for improvement

17. References & Sources used

18. Annexes
 Introduction to the project

Generating sales in any company is that the most interesting and most difficult part. It
requires to research the buyer behavior in order that we will make our services consistent
with their needs. We have to style our advertisement strategies in such how the utmost
people are attracted by it. In my 60 days internship we've cold calling, Email marketing,
follow up and lots of things that include most of the said techniques and methods which
have made the product (OUTLOOK MAGAZINES) a market leader. We have products
which cater to every and each segment of market e.g. Outlook English, Outlook Money,
Outlook Hindi, Outlook Business and Outlook Traveler.
Outlook group was started in 1995 since then it's established itself within the market of
print media. They have been also successful with different products  they need launched in
addition to their basic magazine outlook English. Outlook also has a very dedicated
site which provides a really good insight into the outlook group.
The internship program at Outlook Magazines is correctly designed. It includes all the
fundamental activities which brings business for the company. The activities which were
performed on day to day and were the integral a part of the internship program.
These includes-
 Cold calling: This activity includes contacting the customers (old & new) and
selling them subscription for the Outlook Magazines.
 Solving subscriber’s grievances: the matter faced by the prevailing subscribers are
being addressed and every one attempts are made to resolve them.
 Data Analytics: This is a crucial activity because it gives a quick about the
subscribers buying patterns.
 GENERAL INTRODUCTION IN PRINT MEDIA INDUSTRY

Print Media, as anyone can understand is one among the foremost important factors

coming through in the way a nation works. Newspapers, magazines, books etc. are ready
by a lot of people and are certainly one among the foremost trusted mediums of National
and International News. India features a vast array of medium with Thousands of
Magazines and Newspapers in circulation. Top Notch Journalism a great reporting, press
unity and a really strong network is what makes medium such a lot of a hit even
today within the age of Television and the Internet. It is also said that medium also helped
literacy and undoubtedly the General Knowledge of the typical person in India. The
newspaper with the most important Circulation in India is Dainik Jagran, having near
about Two million readers. Next comes Times of India which is an English newspaper,
followed by Dainik Bhaskar, another Hindi Newspaper .
The Indian Media and Entertainment (M&E) industry could also be a sunrise sector for the
economy and is making high growth strides. The Indian M&E industry is on the cusp of a
strong phase of growth, backed by rising consumer demand and improving advertising
revenues. The industry has been largely driven by increasing digitization and better
internet usage over the last decade. Internet has almost become a mainstream media for
entertainment forseveral of the people.
The Indian Media and Entertainment (M&E) industry could also be a sunrise sector for the
economy and is making significant strides. Proving its resilience to the earth , Indian M&E
industry is on the cusp of a strong phase of growth, backed by rising consumer demand and
improving advertising revenue. According to a FICCI-EY report, the advertising to GDP
ratio is predicted to achieve 0.4% by 2025 from 0.38% in 2019.
Market Dynamics

According to an EY report, the Indian media and entertainment (M&E) sector stood at Rs.1.38
trillion (~ US$ 18 billion) in 2020 and is estimated at Rs.1.79 trillion (~ US$ 24 billion) in
2021. Further, it is projected to grow to Rs.2.23 trillion (~ US$ 29 billion) by 2023, due to
acceleration of digital adoption among users across geographies.
The market is projected to increase at a CAGR of 17% between 2020 and 2023.
In FY20, digital and online added revenue stood at Rs.26 billion in the M&E sector and their
contribution to the sector increased to 23% in 2020 from 16% in 2019.
Within the M&E sector, Animation, Visual Effects, Gaming and Comic (AVGC) sector is
growing at a rate of ~29%, while the audiovisual sector and services is rising at the rate ~25%;
is recognized as of one of the champion sectors by the Government of India.
Advertising revenue in India is projected to reach Rs.915 billion (US$ 12.98 billion) in 2023,
from Rs.596 billion (US$ 8.46 billion) in 2020.
India’s subscription revenue is projected to reach Rs940 billion (US$ 13.34 billion) in 2023,
from Rs.631 billion (US$ 8.95 billion) in 2020.
 COMPANY PROFILE

About Outlook India

Started in 1995 by Mumbai Based Raheja Group with Mr. Vinod Mehta as Editor-in-chief at a
time when print media was losing its sheen due to advancement of Satellite Television,
however within four years of its inception, Outlook English (Weekly) become the fourth most
read news Magazine in terms of Readership and expanded its footstep in Money, Travel and
Business Domains.
A Rajan Raheja Group
 Mr. Rajan Raheja is the owner of OUTLOOK group
 Date of Establishment: October 1995
 Headquarter Address: AB-10, S.J. Enclave, New Delhi - 110029, India
 Branches: Mumbai, Kolkata, Chennai, Bangalore and Hyderabad

The Rajan Raheja Group is led by Mr. Rajan Raheja, a renowned businessman involved In the
Real Estate Development business for over 3decades. The company diversified Into
manufacturing and financial services over the last two decades. The emphasis is on Setting up
focused companies, which aim to be profitable leaders in their respective fields With a long-
term outlook. All Group Companies are professionally managed by Independent ceos.

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.

Today, OUTLOOK is the preferred magazine of 1.5 million readers in India, and sells more
than 11.2 million copies over the year.
 THE GROUP OF RAJAN RAHEGA COMPANIES

The Rajan Raheja Group is a diversified conglomerate which has interests in sectors such
as building materials (through Prism Cement, H&R Johnson (India) and RMC Ready-mix
(India)), automotive and industrial batteries (Exide Industries), cable T.V. (Hathway
Cable & Datacom and Asianet Satellite Communications), financial services (in life
insurance and asset management through joint ventures with ING), publishing
(OUTLOOK group), retail (Globus, H&R Johnson (India) TBK, Food world and Health
& Glow), real estate development, software, petrochemicals and hotels.
 PRODUCT DESCRIPTION OF OUTLOOK

1. Outlook weekly-

Outlook, India’s most exciting weekly newsmagazine covers the entire spectrum of
issues from current affairs, business, sports, lifestyle, technology, international affairs
etc. Outlook gives you a holistic picture, insightful analysis and fresh perspective
galvanized 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.

2. Outlook Business -
 Another magazine by Outlook which covers the business news, interviews of business
tycoons, the new jobs in offerings. This magazine is most preferred by Business
Schools, business professionals, businessman etc. This is fortnightly magazine by
Outlook. Outlook Business, in the true tradition of the Outlook group, has as its aim no
less an objective than the complete rewrite of what has been tried by the way of
business journalism in the magazine space.

3. Outlook Traveler-

Outlook Traveller is India’s No. 1 Travel Magazine. This is a monthly magazine which
covers domestic & international tourism, getaways, cuisines and holiday planning.
Every month since June 2001 Outlook Traveller has introduced readers to the wonders
of unknown destinations while also encouraging travellers to take a fresh look at
familiar places. Whether people are planning a holiday, or simply dreaming of one,
Outlook Traveller continues to take them closer.
4. Outlook Money

In July 1998, the Group launched "Intelligent Investor" re-christened as "OUTLOOK

MONEY" as of 30-Nov-2002, India's first personal finance magazine, which offers sound
strategies for the lay investor, especially the growing segment of salaried middle and
upper middle-class and self-employed professionals. Its message is clear and simple:
'Invest well, borrow wisely, spend smartly'. Evidently, that message has gone down well:
the magazine sold upwards of 1, 00,000 copies a fortnight within a year.
5. Outlook Hindi

Outlook Hindi, a weekly newsmagazine, was launched in October 2002 to establish

significant presence amongst the vast Hindi reading audience. The product targets the
evolved Hindi reader keeping their interests, realities & aspirations in mind. Outlook
Saptahik retains the core strengths of Outlook with objective, fiercely impartial and bold
journalism, while brandishing its own identity through a strong parallel editorial. The
magazine is empathetic to its target audience & is not a translation of its English
counterpart.
ORGANIZATION HIERARCHY

MR RAJAN RAHEJA Net worth – 260crores USD [2021] forbes

MR RUBEN BANERJEE – Editor in chief [Outlook Magazines]

 VICE PRESIDENT

ASST VICE PRESIDENT

GENERAL MANAGERS

Deputy GENERAL MANAGERS

NATIONAL HEADS

REGIONAL MANAGERS

SENIOR MANAGERS

ASSOSIATE MANAGERS

These are the positions from associate managers till the VP position that is the vice president.
Their head office is In New Delhi
AB-10, Safdarjung Enclave, New Delhi-110 029, India
Tel: 011-71280400; Fax: 26191420
Customer care helpline: 011-71280433 / 71280462
E-mail: [email protected]
For editorial queries: [email protected]
For subscription helpline: [email protected]
 MANAGEMENT AND STAFFS
Editor in chief Ruben Banerjee
Managing Director Sunil Memon
Executive Editor Satish Padmanabhan
Foreign Editor Seema Guha
Political Editor Bhavana Vij-Arora
Senior Editor Giridhar Jha
Art Editor Deepak Sharma
Lola Nayar(Sr. Associate Editor), G.C.
Shekhar (Associate Editor), Jeevan
Prakash Sharma (Senior Assistant Editor),
Writers Ajay Sukumaran(Assistant Editor), Puneet
Nicholas Yadav(Assistant Editor), Jyotika
Sood(Assistant Editor), Naseer Ganai
(Senior Special Correspondent), Preetha
Nair(Special Correspondent)
Copy Desk Rituparna Kakoty (Senior Associate
Editor), Anupam Bordoloi, Saikat Niyogi,
Satyadeep (Associate Editors)
Tribhuvan Tiwari (Deputy Photo Editor),
PHOTOGRAPHERS Sandipan Chatterjee, Suresh Kumar
Pandey (Staff Photographer) J.S. Adhikari
(Sr Photo Researcher), U. Suresh Kumar
(Digital Library)
DESIGN Leela (Senior Designer), Devi Prasad
DIGITAL Lachmi Deb Roy (Assistant Editor),
Soumitra Mishra - Digital Consultant

Business Office
CHIEF EXECUTIVE OFFICER Indranil Roy
PUBLISHER Sandip Kumar Ghosh
SENIOR VICE PRESIDENT Meenakshie Akash
VICE PRESIDENTS Shrutika Dewan, Diwan Singh Bisht
SR GENERAL MANAGERS Debabani Tagore, Kabir Khattar (Corp)
GENERAL MANAGERS Sasidharan Kollery, Shashank Dixit,
Shailender Vohra
CIRCULATION & SUBSCRIPTION Gagan Kohli, Kapil Dhal (North), G.
Ramesh (South) & Arun Kumar Jha (East)
DIGITAL Amit Mishra
 OUTLOOK INDIA BUSINESS MODEL

OUTLOOK INDIA SUPPLY CHAIN

Outlook has a hub in top ten metro cities where the magazine are delivered directly to the
individuals. Other than this they use postal authorities for timely delivery of magazines.
Metro cities include:

NORTH- Delhi, NCR, Chandigarh and Lucknow.

WEST- Ahmadabad, Mumbai, and Pune.

EAST- Calcutta.
SOUTH- Bangalore, Hyderabad and madras.
Based on the place where offices are located company simply uses courier delivery
services rather than postal services. All magazine are delivered personally.
 Marketing Strategy
 Marketing strategy for B-2-C

Direct
Marketing

Database
Marketing

Cold Calling Email Post

Marketing strategies adopted

1. Mass impersonal selling methods (Advertising).

Pull Blend.

2. Face to face personal selling (Salesman ship).

Push Blend.

Both of those are closely associated with the Channel of Distribution.

1. Pull Blend is which mass impersonal and sales efforts are given the greatest
emphasis. The purpose of pull blends to pre-sell to the last word consumers so
as that they demand the merchandise at the retail level of distribution.
The firm adopting this strategy would spend more on advertising and advertisement
instead of in personal selling.

2. Push Blend emphasizes personal selling. Naturally firms adopting this method
develop a robust sales department at both the distributor and therefore the dealer
level; this method would tend to push the merchandise through the channel of
distribution.

CUSTOMER RETENTION STRATEGY

Digital Subscription that is E-Magazine and App Based are a change for Traditional
Print Magazine, Outlook Group launched its App in 2015 with an overall rating of 4.1
as of july’2021, Entire content of Magazines is out there on its App but limited to Only
in English and Hindi Languages. The App based Marketing is yielding positive leads to
terms of subscription , since three months subscription is free from the day of App
installation. However, Other Major Competitors are also doing aggressive App based
Marketing and it is the higher Comprehension of stories Contents available on Apps
which may make the whole difference.

The Picture of Outlook App has been shown below.

 MEGA OFFER AND DISCOUNTS ON THE SUBSCRIPTION

As this year outlook India is celebrating 25 years of silver jubilee where it had mega offer
for its subscribers and also heavy discounts on various categories of magazines like
outlook weekly, outlook business, outlook traveler, outlook money and outlook hind.
Celebrating 25 years of silver jubilee outlook India had partnered with the American
tourister where if a person spends a certain amount between Rs5899 to Rs8548 then in the
offer the person will get a Travelling bag. And if the subscriber spends more than Rs8548
then a free Duffle Strolley will be provided. For some people the content quality was the
most important thing to read.
Below is the MEGA OFFER figure which outlook India had to offer and also heavy
discounts on different magazines subscription.
 Customer relationship management [CRM]

Generally for every 40 calls made to the customers only one sales takes place , however 5 to
6 years ago it was 25 :1, this has lead to increased focus on retaining existing customers.

As shown in the customer log sheet(On the next Page), the conversion rate where outlook
CRM tries to directly approach the customer through telephonic call instead of email or Post
I have at least made five calls to convince the less loyal customers to renew take
subscription. During COVID-19 trying to convince the customers to take the subscription
was a task I had a target of Rs15,000 sales but I almost achieved the target of Rs19,000
which was a successful attempt and to achieve the goals.
 OUTLOOK AND ITS COMPETITORS

Outlook Group Competitors

Outlook Money Money Today

Outlook Business Business Economy, Business Today

Outlook Traveller Travel Today

Outlook Hindi Saptahik

Outlook (English) India Today

Competitive analysis [Outlook vs India Toda]

 VISION AND MISSION OF THE COMPANY

Mission
 To deliver a superior value to customers, shareholders, employees, and society at large.
 Build dynamic team of committed and passionate employees through sustained
Learning and grooming.
 Develop interdependent relationships with our business partners
 Employ cost – effective processes and thereby create a robust organization.

Vision
 To be a premium global conglomerate with a transparent specialize in the business

Values
 Integrity
 Teamwork
 High Achievement
 Service Excellence

GROWTH AND DEVELOPMENT OF THE ORGANIZATION

India offers a promising marketplace for the medium industry. The expected CAGR of 12 per
cent up to 2019 may be a results of the increasing rate of literacy and thus the rise within the
number of individuals reading newspapers and magazines. Also, the demand for the newest
events within the country and therefore the world is driving the newspaper industry growth.
The bright future and therefore the immense scope of the Indian medium have also aroused the
interest of foreign investors and recently the government has opened the world to foreign
investment. Foreign media has also shown the interest in investing in Indian publications. The
revenue for India’s newspaper market are mainly generated from advertising and circulation.
India's rate of growth during this segment is poised to be above the typical rate of growth
within the Asia- Pacific region over subsequent four years. Digital printing, new ways of
promotion and distribution are the newest trends and content being the main target of the
medium industry.
The company has grown marginally lower rate of 14% from past 10 years. Majority of the
respondent are influenced to buy the for the purpose of cover story and the contents in the
magazine.

PRESENT STATUS OF THE ORGANIZATION

Market share of the organization

Magazine Brand Market Share
India Today 32%
Outlook 25%
Business Today 12%

Others 31%
 FUNCTIONAL DEPARTMENT OF THE COMPANY

Marketing is very necessary for every organization. It helps organizations in

determining what product and services may interest customers and also strategies
for use in product development, sales and promotions.

There are mainly four competitors of the company in the market, as

mention below.

 INDIA TODAY (competing with Outlook English magazine)

 BUSINESS TODAY (competing with Outlook Business)

 THE WEEK (competing with Outlook English magazine)

 BUSINESS WORLD (competing with Outlook Business)

1. INDIA TODAY

It was launched in 1975 and in only a couple of years, it became the leading
news magazine within the country. Now, with editions in five languages, it's
become the foremost widely read the position is held for over a decade –with a
circulation of 1.1 million hebdomadally and a readership of quite 15 million.

The magazine‘s leadership is yet unquestioned in INDIA TODAY is what Indian

journalism is judged by for integrity and the skill to bring the unbiased and
incisive perspective to arguably the foremost dynamic. Breaking news and the
shaping opinion, it's now a household name and therefore the flagship brand of
India‘s leading multi- dimensional media group. INDIA TODAY asks the
foremost difficult questions and provides the clearest answers.

The success of INDIA TODAY in English led to an idea; good journalism

shouldn't be restricted by language. In a country with 12 major languages, the
non-English readership of many many millions couldn't and will not be ignored;
it had been deciding to publish.

INDIA TODAY, within the major Indian languages, effectively melding national
news with local needs. At present, INDIA TODAY is also published in four
other Indian languages; Hindi, Tamil, Telugu, and Malayalam.

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 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
The weekly magazine published by Malayala Manorama Group of Kerala. The magazine is
published from Kochi and is currently printed in elhi, Mumbai, Bangalore and Kottayam.
According to the Audit Bureau of Circulations, it is the largest circulated English news
magazine in India.
The magazine was initially designed in-house, and was periodically redesigned. A major
content overhaul was led by Peter Lim, author and former editor-in-chief of The Straits
Times /Singapore Press Holdings. He authored the book Chronicle of Singapore: Fifty Years of
Headline News.
The two major redesigns were led by
•Peter Ong on 8 November 1998.
•Dr Mario Gracia on 20 February 2005.

Based in Sydney, Australia, Ong was formerly Picture & Graphics Editor of The Straits Times.
He is principal consultant at Checkout Australia, and was regional director for the Society of
News Design. Garcia owns the premier newspaper design firm, Garcia Media. Both of them
also helped redesign the Malyala Manorma. In the early years, cartoonist Mario Miranda
designed many covers for The Week. He also had a regular pocket cartoon in the magazine.
The Week does not have published stylebook, but generally follows the down style for
capitalization. Its dateline carries the pull date, not the date of issue.

SWOT ANALYSIS

 Strengths-

 Good quality of magazines

 Attractive offers, discounts and gifts on the subscription of the magazine.
 Good brand name and reputation in the market.
 Exclusive photography and articles, OUTLOOK does not copy the content from
internet and paste in its magazines.
 OUTLOOK has well organized and experienced man power, which approach directly
and indirectly as well, to the readers
 OUTLOOK gives you multiple times address change flexibility and charge nothing for
the service.
 OUTLOOK is known for its range of magazines, subscription offers (also available
with internet edition) and on the spot delivery of the gifts which one cannot ignore.
 OUTLOOK has set up its own strong distribution channel, which circulate 1.5 million
copies in INDIA.

 Weaknesses-

 Slow Processing It takes four weeks in delivering first copy of the subscriber and two
weeks in case of address change.
 If gift is not delivered by the executive then OUTLOOK takes two months of time in
delivering the gift.
 Distribution channel

 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
 Expanding business across global as coming out with the Newsweek
 magazine, a US based magazine.

 OUTLOOK can increase its product line by launching three new magazines, related to
auto industry, magazine for beauty parlor’s exclusively and OUTLOOK technology
these three can increase the market share of OUTLOOK.

 Threats-

 Strong competition - number of International Brands are coming to India and competing
for the market share by increasing the product line.
 India Today is capturing the major share of the market.
 As the increase in other mode of information like TV, Radio, Mobile and
Internet, etc. Reading habit in youths is lessening.

LEARNING FROM THE INTERNSHIP

This training proved to be highly beneficial for me as it trained me for future.

 It increased my practical knowledge and well equipped me with all the methods
and knowledge.

 I learned to deal with people and control my patience level which is a very
important ingredient in the dish of life. I faced all kinds of people and learned to
adopt myself in different situation.

 The training was very useful in studying the services, client’s satisfaction,
consumer behavior, company culture which is vital for us as we are the future
managers who will lead the world.

 It made me polish my internal qualities such as competitiveness, team spirit,

leadership, confidence etc. I adopted good convincing skills and characteristics to
work in different environment
 STUDY OF THE RESEARCH PROBLEM

The research has been conducted to find out the factors affecting each step of decision Making
process. To devise the strategy in order to influence consumer‘s decision making Process.
Today everything revolves around the customer hence the study of buying
behavior becomes a necessity. The customers have great options to select in the
modern marketing. Hence, persuasion of the customers by the marketers has a
great impact on their buying Behaviour. In order to persuade the consumers, the
marketers have to study the consumer Behaviour. So, influence of cultural,
social, personal and psychological factors on buying Behaviour will give
marketers a clear understanding of behavior patterns.

This research has also been conducted to understand where outlook stands few
years from now and also finding out ways and methods to improve the sales of
outlook magazines and also increase the number of customers. Customer
satisfaction is a very important factor in every marketing activity of a publishing
company. The aim is not the increase in profit alone, but also the development
of a long-term relationship as a result of subscription.

The content quality of magazines is an important variable that influences readers

either positively or negatively. Content is a significant factor so that the reader
can form an idea about the quality of a magazine and as a result has a significant
impact on customer buying behaviour. Consumers are influenced by many
psychological, social and personal factors that influence their perception of a
brand. Brand is a powerful tool to attract more consumers to buy particular
products and, has become important in the luxury market. A very important
factor that influences consumer’s perceptions of a brand is strong brand image.
The main purpose of this article is to study and analyse the role of brand image
on consumer buying behaviour. This study examines how brand image affects
consumer behaviour from a consumer’s perspective.

FACTORS INFLUENCING BUYING DECISIONS

1. Individual factors-
There are many factors that can affect Buying process of a customer, let us
shed some light on some personal factors which influence the buying process
of the customer.

 Age and Life cycle Stage:-Like the social class the customer life cycle can
have a significant impact on consumer behaviour. The life cycle is an
orderly series of stages in which consumer attitude and behavioral
tendencies evolve and occur because of developing maturity,
experience, income, and status. Marketers often define their target
market in terms of the consumers present life cycle stage.
 Occupation and income:-Today people are very concerned about their
image and the status in the society which is direct outcome of their
material prosperity. The profession of the person has the impact on the
products they consume. The status of the person is projected through
various symbols like the accessories and so on.

2. Psychological factors-
Some of the important Psychological Factors are: Motivation: The level of motivation
Influences the buying behaviour of the consumers. It is very well explained by Maslow
Through his need hierarchy theory comprising of basic needs, security needs, social needs,
Esteem needs and self-actualization needs.
 3. Cultural factors-
Consumers have different roles in purchasing products and services. Here, a
role is defined as the expected behaviour of an individual in a society. These
roles can be as part of the consumer‘s family, employment, or social status,
among other things. For example, the role of father can be different than the
role of mother in purchasing consumer goods. Although there are many
different roles that can influence how a consumer behaves, two in particular
are presented here: influencers and personas.

Other Factors includes (With reference to Outlook Magazine) – Delivery

service, Branding, Price of the product, Exciting promotional tools, Content,
Print quality, Easy availability of the magazines etc.

FUTURE ASPECTS OF THE PRINT MEDIA

While the rest of the world is combating challenges to grab maximum reach
through online media and social networking tools, India, with a population of
more than one Billion but less than 80 million Internet users, has seen a
continued growth in traditional Print and electronic media over the decade.
Indian print media continues to grow, and foreign publishers are also cashing in
on the Opportunity, launching Indian editions of titles such as Forbes, Harper's
Bazaar, Technology Review, Entrepreneur, and even celebrity gossip magazines
like People and Hello.

According to the country's first-ever youth readership survey undertaken by

the National Book Trust-National Council of Applied Economic Research,
more than two-thirds of the 333 million or so literate youth in the country
prefer newspapers to any other media when It comes to news and current
affairs. With television news broadcasters completely Focused on chasing
television ratings in the 24-hour news cycle, the medium is largely perceived
as a source of entertainment, and in general lacks the seriousness to establish
credibility with its audiences.
The Internet, meanwhile, is just gaining a foothold, and radio continues to be
the major Source of information in urban India, as in comparison to
magazines, while only one in Four read books in leisure time, Indian Express
reported.

The survey, conducted in November and December 2009, found that television is the
Largest media with more than 77 percent of the 333 million literate people
exposed to it. Newspapers maintain their dominance at 53 percent in terms of
the preferred source for News and current affairs, with around two-thirds
(63.4 percent) choosing them for Credible information over television, which
had just 22.2 percent. Although digital media around the world is being said
to replace print, in India, no Web site can measure the Readership of a
printed newspaper, with a print classifieds market reaching about US$300.

Findings