1

A SUMMER TRAINING PROJECT

“Customer Behaviour by Age Group and Area (Urban and Rural)

with the reference of Digital Marveled ”

SUBMITTED FOR PARTIAL FULLFILMENENT OF THE REQUIREMENT FOR THE

AWARD OF DEGREE

OF

MASTER OF BUSINESS ADMINISTRATION

SESSION 2022-24

SUBMITTED TO: SUBMITTED BY:

Mrs Kavita Khati Tushar Harbola

Roll No. 22550129

SCHOOL OF MANAGEMENT

GRAPHIC ERA HILL UNIVERSITY, BHIMTAL

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DECLARATION

I, Tushar Harbola, a Bonafide Student of MBA program at Graphic Era hill University,
Bhimtal hereby declare that I have undergone the Summer Training on the topic “Customer
Behaviour by Age Group and Area (Urban and Rural) with the reference of Digital
Marveled”.

I also declare that the present project report is based on the above summer training and is my
original work. The content of this project report has not been submitted to any other
University or Institute either in part or in full for the award of any
degree/diploma/fellowship. Further, I assign the rights to the University to use the
information and contents of this project to develop cases and papers for publication or for
use in teaching.

Place: Bhimtal

Date: Tushar Harbola

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CERTIFICATE

This is to certify that the project work done on the topic “Customer Behaviour by Age Group
and Area (Urban and Rural)” submitted to School of Management, Graphic Era Hill University,
Bhimtal, by Tushar Harbola in partial fulfilment of MBA degree, is a bonafide work carried
out by him under my supervision and guidance. This work has not been submitted anywhere
else for any other degree/diploma. The original work was carried out during 10 July, 2023 to
10 September, 2023 at Digital Marveled

Date:

Name of The Mentor:

Mrs Kavita Khati

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ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who supported me throughout

the course of this MBA project. I am thankful for their aspiring guidance, invaluably
constructive criticism and friendly advice during the project work. I am sincerely grateful to
them for sharing their truthful and illuminating views on a number of issues related to the
project.

I am also very thankful to Mrs Kavita Khati for her continuous guidance and support
throughout the completion of our project. I am short of words to convey my gratitude to all the
faculty members of Management department who were always there when I needed them.

This acknowledgement is incomplete without thanking all the people I visited during my
training period from whom I always received a positive response.

TUSHAR HARBOLA
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STUDENT AND SUPERVISOR INTERACTION

CERTIFICATE

The certificate verifies that student has visited the supervisor and the corrections
indicated in the report are modified and verified by the student through the
supervisor. The details of visit remarks and modifications are mentioned below:

S.NO. PROJECT DISCUSSION MODIFICATION SIGNATURE

5
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EXECUTIVE SUMMARY
During my internship at Digital Marvel Pvt Ltd, I led three important projects that significantly
contributed to the company's growth and brand presence. First, in the Sales Generation
Initiative, I organized a targeted sales campaign that boosted revenue. By using data analytics,
we identified key customer segments, adjusted sales strategies, and worked closely with the
sales team to improve customer acquisition tactics.
In the Content Writing Project, I took charge of creating engaging and SEO-optimized content
for Digital Marvel's online platforms. This included product descriptions, blog posts, and social
media content, which helped increase brand visibility and customer engagement. I also
implemented a content calendar to maintain a consistent and relevant brand identity.
In the Poster Making Initiative, I developed visually appealing posters for product launches
and events, collaborating with the design team to ensure eye-catching visuals that
communicated the brand's messages effectively. This initiative enhanced Digital Marvel's
visual brand representation both online and offline.
These projects demonstrated my understanding of consumer behavior, allowing me to tailor
sales strategies to diverse age groups and regional preferences. The impactful content I created
contributed to increased brand loyalty, and the visually engaging posters improved the overall
aesthetic appeal of promotional materials.
Looking ahead, I recommend continuing to use data analytics to refine sales strategies and
enhance customer targeting. Exploring opportunities for multimedia content creation can
further enrich the brand narrative, and maintaining a consistent visual identity across all
marketing materials will strengthen brand recognition. In summary, these initiatives not only
contributed to Digital Marvel's immediate success but also set the stage for ongoing marketing
excellence, ensuring the company remains innovative and impactful in its future strategies.
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INDEX
Sr. No. PARTICULARS Page No

Chater-1 INTRODUCTION 9-25

1.1 Introduction 9

1.2 Company Profile 10-17

1.3 Industry Profile 18-25

Chapter-2 REVIEW OF LITERATURE 26-32

2.1 Theoretical Framework 26-29

2.2 Literature Review 29-32

Chapter-3 RESEARCH METHODOLOGY 33-35

3.1 Objectives of the Research 34

3.2 Research Design 34

3.2.1 Data Collection Instruments 35

Chapter-4 DATA ANALYSIS & INTERPRETATION 36-46

4.1 Data Analysis 36-46

Chapter-5 FINDINGS, SUGGESTION & CONCLUSION 47-50

5.1 Findings 48

5.2 Suggestion 49

5.3 Conclusion 50

* References 51

* Appendices 52-53
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Abstract of the study

This research aims to delve into consumer behavior in the context of e-service subscriptions,
focusing on the influence of demographic factors. A structured questionnaire was designed to
gather insights from participants, encompassing age groups (18-25, 26-40, 40-60, 60+),
gender (male, female), and location (urban, rural). The survey also explored users' interest in
e-services, frequency of usage, and preferred devices for accessing e-services.
Key factors influencing subscription decisions were identified, including content variety,
pricing, exclusive content, user interface/user experience, and recommendations from
friends/family. Participants were also asked about the number of current e-subscriptions and
the importance of a free trial period in their decision-making process.
Monetary considerations were explored, with participants expressing their willingness to
spend on monthly subscriptions. Lastly, satisfaction levels after subscribing to e-services
were gauged on a scale ranging from very satisfied to very dissatisfied.
This research provides valuable insights into how consumer behavior in e-service
subscriptions varies across different demographic segments, shedding light on the factors that
drive or inhibit subscription decisions. The findings contribute to a better understanding of
the evolving landscape of digital services and offer implications for marketers and service
providers aiming to tailor their offerings to diverse consumer preferences.
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Company Profile

Introduction to Digital Marveled Pvt Ltd

Digital Marveled is an online reading & publishing hub. Read epaper, magazines, books,
comics, etc. online & offline. It provides the best content for reading on web, Mobile, and
Tablet Devices. It includes popular News Papers, Magazines, Comics, Books & Journals, all
within the same platform. Read content from some of the premier newspapers of India, most
read magazines, and popular comics.
The languages covered include English, Hindi, Marathi, Malayalam, Tamil, Telugu, Punjabi,
Gujarati, and Kannada. Magazines include some of national and international best-known
Magazine brands, publishing in categories ranging from News, Bollywood, Entertainment,
Health, Art and Architecture, Automotive, and many more.Several of these magazines, books
& comics are out of print and hence can be read only via the Digital Marveled. Our eBook
collection covers many interesting Books, which are from well-known publishers and are best
sellers in their own right. This includes books on various subjects taught in School, Kids
Books, Books on Health and Wellness, Astrology, Novels, Personal and Professional Growth,
Management to name a few.
Digital Marveled Provides a platform where subscribers can showcase their creativity.
Subscribers can upload their work (Poem, Story, Blog, Research Paper, Painting) and
advertise through the platform.
Digital Marveled having CIN U22200UP2021PTC149083 is 2 years, 4 months & 24
days old Private company incorporated with MCA on 20 th July, 2021. DIGITAL
MARVELED PRIVATE LIMITED is listed in the class of Private company and
classified as Non-govt company. This company is registered at Registrar of Companies
(ROC), RoC-Kanpur with an Authorized Share Capital of ₹5,00,000 and paid-up capital
is ₹50,000.
Abhay Kumar and Amrita Sinha are the founders of Digital Marveled Private Limited, and
they were instrumental in setting up the business and starting its activities. They have made
substantial contributions to its development and are still instrumental in determining its future
course.
Digital Marveled is an online reading and publishing hub that offers a diverse selection of
reading materials in a variety of forms. E-papers, periodicals, novels, comic books, and other
media may be accessed both online and offline. The platform is designed for users who like
to read on tablets, smartphones, or web browsers.
Digital Marveled' s large collection of newspapers, periodicals, comic books, novels, and
journals, all available on a single platform, is one of its most appealing aspects. Users may
read articles from well-known Indian newspapers, famous publications, and comic books,
offering a wide and all-encompassing reading experience.
The platform supports a variety of languages, including English, Hindi, Marathi, Malayalam,
Tamil, Telugu, Punjabi, Gujarati, and Kannada. This allows users from many areas and
language backgrounds to access material in their chosen language, extending the platform's
appeal and accessibility.
Digital Marveled’ s magazine collection includes a wide range of categories such as news,
Bollywood, entertainment, health, art & architecture, automobile, and many more. Users may
browse reading experience. The website hosts some of the most important magazine brands,
both domestically and globally, significantly increasing the variety available to consumers.
By providing a full online reading and publishing experience, Digital Marveled aims to
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establish a platform that caters to users' different reading tastes. The platform's major purpose
is to provide a diverse choice of reading materials across genres and languages, allowing
users to locate information that matches their interests and preferences.
and dig into periodicals that cater to their unique interests, offering a personalized

Mission and Vision

Mission
“To be the world's most loved, most efficient, and most economic platform for reading
material.”
It implies that the company attempts to develop a deep emotional bond with its clients rather
than simply provide a practical solution. Offering top-notch material, tailored
recommendations, a user-friendly interface, and first-rate customer service might accomplish
this.
The platform's speed and dependability, which ensure that users can access their reading
materials without any problems, might be referred to as part of the company's commitment to
creating a platform that is efficient in numerous aspects. It could also entail improving the
user experience by offering simple navigation, efficient search tools, and well-organized
content. The business may also concentrate on internal process simplification to boost output
and reduce holdups.
Moreover, the company wants to give readers a platform that is able to support them
financially. This shows that the organization wants to provide reading materials that are
affordable and accessible to a variety of people. It could entail using economical pricing
strategies, providing budget-friendly membership packages, or granting access to a huge
collection of cost-effective or free material. The company wants to democratize access to
reading material and make it available to a worldwide audience by being the most affordable
platform.
In conclusion, the company's objective is to build a platform that is extremely popular with its
users, extremely effective in terms of performance and user experience, and extremely
economical in terms of accessibility and pricing. By fusing these three components, the
business hopes to become the most popular reading platform, meeting the demands and tastes
of readers all over the world.

Vision
“To reinvent how people share knowledge, tell stories, and inspire their audiences to
act and also to be updated what is going in world behind us.”
The goal of the company is to completely transform how knowledge is shared.It implies a
break from conventional approaches to information sharing and embraces creative strategies
that make use of technology and user-centric experiences.The business might work to
develop tools and platforms that make it easier for people to learn, collaborate, and share
their expertise.
The ambition of the company to reinvent storytelling. It implies a desire to investigate novel
narrative forms, platforms, and tools to further the craft of storytelling. By utilizing
multimedia components, interactive experiences, and immersive storytelling techniques, the
business may concentrate on developing platforms or tools that enable storytellers to express
themselves in original and compelling ways.
In conclusion, the company's vision is focused on redefining information transfer and
storytelling, motivating audiences to take action, and ensuring that they are informed about
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the world around them. The company seeks to alter how information is given, stories are told,
and audiences are inspired to have a good difference by embracing innovation, utilizing
technology, and putting a strong emphasis on user involvement.

Goals and Objective

Become a Leading Online Reading Platform: Digital Marveled aspires to be a well-known
and trusted online reading platform. The objective is to become a go-to destination for
readers looking for a diverse selection of reading materials in a variety of genres and
languages.
Provide a Diverse Collection of Reading Materials: The firm intends to provide a diverse
collection of reading materials, such as e-papers, magazines, novels, comic books, and more.
The objective is to accommodate to readers' various interests and preferences, ensuring that
there is something.
Ensure High-Quality material: Digital Marveled is committed to selecting and delivering
high-quality material from reliable sources. The objective is to provide readers with
dependable and entertaining reading materials that fulfill their standards for content quality,
accuracy, and relevance.
Encourage Multilingualism and Inclusivity: Digital Marveled intends to encourage
multilingualism by providing material in several languages. The purpose is to cater to readers
from all linguistic origins and create inclusion by offering access to material in their chosen
languages.
Improve User Experience: The firm attempts to provide a fluid and user-friendly reading
experience. The objective is to build a platform that is simple to use, has straightforward
functionality, and allows for quick access to information across several devices.
Stimulate Reader Engagement and Community Building: Digital Marveled intends to
stimulate reader engagement by providing interactive features and chances for readers to
connect with authors, publishers, and fellow readers. The objective is to build a thriving
reading community where individuals can share their experiences, debate material, and
connect.
Collaboration with Publishers and Authors: The company hopes to extend its content
offerings by collaborating with publishers and authors. The purpose is to create a forum for
budding writers to present their work and collaborate with established publishers to give a
varied choice of reading materials.
Be on the Cutting Edge of technology developments: Digital Marveled strives to be on the
cutting edge of technology developments in the digital publishing sector. The objective is to
use new technologies and innovations to improve the reading experience, provide new
features, and keep the platform current with industry trends.
By following these goals & objectives, Digital Marveled Pvt Ltd hopes to deliver a
comprehensive and interesting reading platform with a varied choice of high-quality material,
all while emphasizing user experience, diversity, and community for everyone.
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Organization’s Structure

Executive Level
CEO/President: The top-level executive responsible for overall company strategy and decision-
making.
CMO (Chief Marketing Officer)/Director of Marketing: Responsible for developing and
implementing
Management Level
Marketing Managers/Team Leads: Responsible for managing specific marketing teams or
campaigns, setting goals, and ensuring successful execution.
Sales Managers/Team Leads: Oversee sales teams, set targets, and drive revenue generation
through marketing efforts.
Business Development Manager: Focuses on identifying and pursuing new business
opportunities, building partnerships, and expanding client base.
Analytics Manager: Collects and analyzes marketing data to measure performance, optimize
campaigns, and provide insights for decision-making.
Marketing Teams
SEO (Search Engine Optimization) Team: Focuses on optimizing websites and content to
improve organic search rankings and drive traffic.
SEM (Search Engine Marketing) Team: Manages paid search campaigns, including keyword
research, ad creation, and bid management.
Social Media Team: Handles social media marketing, content creation, community
management, and engagement across various platforms.
Content Marketing Team: Creates and manages content strategies, including blog posts,
articles, videos, infographics, and more.
Email Marketing Team: Develops and executes email marketing campaigns, manages
subscriber lists, and measures email performance.
PPC (Pay-Per-Click) Team: Manages paid advertising campaigns on platforms like
Google Ads, Bing Ads, and social media platforms.
Creative Team: Graphic designers, copywriters, and multimedia specialists responsible for
creating visual assets and compelling content.
UX/UI (User Experience/User Interface) Team: Ensures a positive user experience across
digital platforms, websites, and apps.
Data/Analytics Team: Collects, analyzes, and interprets data to measure campaign
effectiveness and identify opportunities for improvement.

Support Functions
HR (Human Resources): Responsible for hiring, training, and managing personnel, as well as
employee relations and performance evaluation.
Finance and Accounting: Manages the company's financial operations, budgeting, payroll, and
financial reporting.
IT/Technical Support: Provides technical support for internal systems, software, and
hardware, and manages the company's IT infrastructure.
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Board of Directors and Key Executive Officers

ABHAY KUMAR DIRECTOR

AMRITA SINHA DIRECTOR

ANANYA SINGH HR MANAGER

AMAN KUMAR GROUP LEAD

Product and Services Offered

READING SERVICE digital Marveled is an extensive online reading and publishing
hub that provides a wide variety of reading resources. This platform accommodates your
reading preferences, whether you prefer to read electronically or offline. It offers a large
selection of content, including e-papers, magazines, books, and comics, giving readers a
wide range of options.
E-Newspaper
Digital Marveled Pvt Ltd provides a wide range of e-newspapers in regional languages as
well as national/international periodicals. Readers may get their hands on prominent
regional language publications including "Dainik Bhaskar," "Loksatta," "Anandabazar
Patrika," and "Eenadu," which appeal to Hindi, Marathi, Bengali, Telugu, Tamil, and
Malayalam speakers. For a broad global viewpoint, major national and international
publications such as "The Times of India," "The Hindu," "The New York Times," and
"The Guardian" are available. Digital Marveled enables readers can get news in their
favourite language while enjoying a smooth and interesting reading experience, with a
focus on professional presentation and a user- friendly experience.
E-Magazine
Digital Marveled Pvt Ltd provides a comprehensive selection of English and Hindi e-
magazines in a variety of genres to cater to a wide range of interests. Magazines such as
National Geographic History and History Revealed may take readers on a journey through
the fascinating world of history. Better Living and House & Garden give inspiration and
ideas to anyone interested in interior design, design, and home. Photography buffs may
read Photography Today, and sports fanatics can read Sports Illustrated and ESPN.
Magazines such as Physics Today and Biology Today are available to science and
technology enthusiasts. Destinations may be researched using National Geographic
Traveller and Lonely Planet. For the most recent news and media updates, readers may
turn to Time Magazine and The Week. Finance periodicals like The Economist and Forbes
provide insights into the corporate sector. Auto Express and MG Enthusiast both provide
material for car and motorcycle enthusiasts. Om Yoga and Natural Health are two
alternatives for fitness and health aficionados. Food and diet enthusiasts might visit The
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Guardian Feast and BBC Good Food. With a user-friendly design and a large choice of e-
magazines to suit a wide range of interests, Digital Marveled Pvt Ltd promises a
professional and entertaining reading experience.
Books, Poem & Blogs
Digital Marveled Pvt Ltd sells a variety of publications, including adventure novels such
as "The Adventures of Tom Sawyer" by Mark Twain, "Treasure Island" by Robert Louis
Stevenson, and "Journey to the Centre of the Earth" by Jules Verne. For poetry fans, the
portal offers works by great poets such as William Shakespeare, Walt Whitman's "Leaves
of Grass," and T.S. Eliot's "The Waste Land." In addition to adventure and poetry, the
platform has a large range of books in many genres such as mystery, romance, science
fiction, and literature as well as modern works by well-known authors from throughout
the world.
Additionally, Digital Marveled Pvt Ltd provides a platform for interesting blogs on a
variety of themes such as travel, lifestyle, technology, health, and culinary. These blogs
give readers with views, opinions, and useful information based on their diverse interests,
historical fiction.
Creative writing service
Digital Marveled Pvt Ltd provides a complete creative writing service that allows writers
to share their tales, poetry, and blogs with a larger audience. The platform provides a
simple interface for authors to post their material and interact with readers via features
such as comments, favorites, and sharing options. To increase the exposure and reach of
the writers' material, the organization implements smart marketing methods and leverages
social media platforms. Experienced editors safeguard the quality and integrity of
published works by giving editing assistance to polish and improve the text. Digital
Marveled Pvt Ltd is dedicated to developing authors, building a community of storytellers,
and connecting them with readers who value varied and interesting material.
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SWOT Analysis of the Company

SWOT analysis is a useful framework for assessing a company's strengths, weaknesses,

opportunities, and threats. Here's a SWOT analysis of Digital Marveled Pvt Ltd:

Strengths:
Diverse Content Offerings: Digital Marveled provides a diverse selection of reading
materials, such as e-papers, periodicals, novels, and comic books. This vast content library
appeals to a wider audience and caters to a variety of interests.
Multilinguist Approach: Digital Marveled fosters inclusivity and reaches a wider
audience by delivering content in multiple languages. This provides the organization with
a competitive advantage in serving readers from various linguistic origins.
User-Friendly Platform: Digital Marveled is dedicated to providing a smooth and user-
friendly reading experience. Its platform is user-friendly, allowing users to explore, access
material, and interact with features simply.
Collaborations: To increase its content offerings, the company collaborates with
publishers and authors. These collaborations broaden the platform's content diversity and
attract both established and developing talent.

Weaknesses:
Limited Brand Recognition: Because Digital Marveled is a relatively young firm, it may
experience difficulties gaining brand recognition and competing with more established
market players.
Content Curation Difficulties: Maintaining consistent quality across a varied range of
content can be difficult. To ensure that high standards are reached, Digital Marveled must
maintain strict content selection practices.

Opportunities:
Growing Digital Reading Market: As more readers embrace online platforms, the digital
reading market is rising. By providing a comprehensive and user-friendly platform,
Digital Marveled can tap into this expanding market.
Rising Multilingual Material Demand: There is a growing demand for multilingual
material, particularly in varied countries. Digital Marveled can seize this opportunity by
expanding its language products.
Technological Advances: Digital Marveled may embrace developing technologies like
AI, machine learning, and data analytics to improve its platform, personalize suggestions,
and overall user experience.
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Threats:
Intense Competition: The digital reading and publishing industries are extremely
competitive, with both established businesses and new entrants competing for market
share. To keep ahead, Digital Marveled must differentiate itself and constantly innovate.
Reader Preferences are Changing: Reader preferences and habits are always changing.
To guarantee that its offers remain current and appealing to readers, Digital Marveled
must be versatile and sensitive to shifting trends.
Copyright and Intellectual Property difficulties: In order to maintain a respected and
legal content collection, the company must be cautious about copyright infringement and
intellectual property difficulties.
Digital Marveled’ s overall strengths include its extensive content offerings, multilingual
approach, user-friendly platform, and collaborative relationships. The company can
position itself for development and success by correcting weaknesses, capitalizing on
opportunities, and navigating dangers in the digital reading market.
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Industry Profile

Introduction

The media and entertainment industry is a large and diversified industry that includes
many different modes of communication and content creation. Traditional media channels
such as television, film, radio, newspapers, and magazines, as well as emerging kinds of
media such as internet platforms, streaming services, social media, and video games, are
all included. The industry shapes and reflects society's values, beliefs, and cultural
standards. It serves as a forum for the sharing of information, entertainment, and ideas,
with the goal of influencing public opinion and encouraging innovation.
The media industry is made up of news organizations, journalists, and reporters who
acquire and transmit information to the general public. They are essential in informing the
public about current events, politics, social concerns, and other topics of interest.
The entertainment industry, on the other hand, concentrates on providing material that is
primarily intended to entertain and engage people. This includes movies, television shows,
music, live performances, sporting events, and other activities. Entertainment industry
create and distribute material to attract audiences and provide them with a variety of
leisure and relaxation alternatives.
The emergence of digital technology has transformed the media and entertainment
industries, transforming how material is created, disseminated, and consumed. Streaming
services have grown in popularity, allowing users to watch films, TV series, and listen to
music on demand. Social media platforms have given content producers new ways to
engage with consumers, develop communities, and promote their work. Furthermore, the
industry has seen the rise of virtual reality (VR), augmented reality (AR), and immersive
technologies, which provide customers with new and engaging experiences. Large-scale
shows and esports events have drawn millions of spectators and participants worldwide.
As the media and entertainment industries change, they face new difficulties and
possibilities. Piracy, copyright infringement, digital rights management, and content
moderation are all continuing issues. Furthermore, the sector must evolve to meet
changing customer demands, technological improvements, and the need for diverse and
inclusive representation.
Historically, the M&E industry has been a creative one, responding to technological
advances and market demands. One of the fascinating aspects of the M&E industry is that
it is dependent on various markets, cultures, languages, and groups of people with diverse
tastes. However, there are some pieces of information that people from all over the world
understand and like. This implies you can overcome linguistic barriers and appeal to a
global audience. Because everyone has various likes and preferences, the quality of
content and how much individuals enjoy it differs tremendously. Finally, the M&E sector
is about developing and delivering entertaining material.
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The digitalization of content and ongoing technological developments will continue to

drive growth and compel changes in the industry. Publishers and broadcasters will
continue to experiment with new revenue streams, particularly to capitalize on the benefits
of digital subscriptions and online advertising.

Media and entertainment industry includes various segments-

Film: Large multinational corporations, major studios, and independent studios dominate the
film industry. Many of the major film studios are part of bigger media conglomerates that
also encompass television, cable, newspaper, and magazine enterprises. The film industry is
divided into three subsectors: film production, film exhibition, and film post- production.
Warner Bros., Universal, Sony/Columbia, Lionsgate, Paramount, and Walt Disney Company
are among the top film studios
Radio and Broadcasting: The radio and television broadcasting sector is divided into two
sorts of businesses. There are public service broadcasters, which are supported by the
government, and commercial broadcasters, which are funded by advertisements.
Broadcasters of radio and television develop and/or purchase content for broadcasting,
such as entertainment, news, talk, and other programs. Many television broadcasters
employ digital broadcasting to deliver images with better resolution, which is referred to
as high- definition television (HDTV). They can send a single HDTV broadcast or many
conventional transmissions. This "multicasting" capability allows them to transmit a
music concert, for example, from multiple camera viewpoints on the same channel.
Viewers can then choose whatever view they want to watch on their television. Cable and
subscription or fee-based programs with a more specific concentration, such as sports,
education, and youth-oriented programming, are examples of other sorts of broadcasters.
Publication:he publication business includes of companies that publish newspapers,
magazines, books, journals, and periodicals, as well as their online editions and
directories, mailing lists, software development, and video games. According to the
North American Industry Classification System, "publishers may publish works
originally created by others for which they have obtained rights and/or works that they
have created in- house." Traditional print, eBooks, CD-ROM, and proprietary electronic
networks are all examples of published wo "Big Five," are Hachette Book Group,
HarperCollins, Macmillan, Penguin Random House, and Simon & Schuster.
In general, media and entertainment jobs include reporters, correspondents, and broadcast
news analysts; writers and authors; editors; photographers; graphic designers; translators;
film and video editors and camera operators; broadcast and sound engineering technicians;
announcers; producers and directors; and performers—from actors to musicians and
composers. Public relations professionals, talent agents and representatives, marketing
managers, entertainment lawyers, and distribution workers are among those who work
behind the scenes and on the business side.

Growth and Evolution of Media and Entertainment Industry in

India

The evolution of India's media and entertainment industry has been a fascinating journey,
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reflecting the country's rich cultural legacy, technical breakthroughs, and changing
sociological dynamics. From the early days of print media through the introduction of
radio, television, and digital platforms, the industry has seen major changes. It has been
critical in molding public opinion, conveying information, and offering a forum for artistic
expression. With the advent of Bollywood and regional cinema, as well as the
incorporation of digital technology, the Indian media and entertainment industry has
become a worldwide force, engaging viewers with diverse material and imaginative
narratives. This transformation is continuing to change the industry, presenting new
possibilities and challenges as India embraces a digital era of content consumption and
explores new channels for expression.
With the emergence of print publications in the 18th century, India's media and
entertainment industry was born. This era was crucial in the industry because newspapers
were the dominant source of news and information delivery. James Augustus Hicky
established the first newspaper in India, "Hicky's Bengal Gazette," in Kolkata in 1780.
This historic periodical, known colloquially as the "Bengal Gazette," lay the groundwork
for India's newspaper industry. It served as a forum for reporting local and worldwide
news, debating social issues, and expressing opinions. The introduction of print media in
India transformed the way information was disseminated, influencing public debate and
laying the groundwork for the expansion and evolution of the media and entertainment
industry.
After the era of print media, the introduction of radio broadcasting in India in 1924 brought
a new method of mass communication and entertainment. However, it was the foundation
of All India Radio (AIR) in 1946 that became a crucial milestone in the industry.
AIR was vital in broadcasting news, entertainment, and cultural programming to the
masses, molding public opinion and creating national unity. With its nationwide
development, radio became a popular medium for entertainment, information, and social
involvement. All India Radio is a prominent institution, adapting to evolving technology
and increasing its reach through regional services, FM channels, and internet platforms.
Its establishment cleared the path for breakthroughs in broadcasting
The arrival of Indian film, sometimes known as the Hindi film sector has had a significant
influence on India's media and entertainment industries evolution. In 1914, the first Indian
feature film, "Raja Harishchandra," was released. Since then, Indian cinema has developed
into a global phenomenon, enthralling viewers all over the world.
The emergence of Indian cinema played a vital part in the expansion of India's media and
entertainment industries after the age of radio transmission. Bollywood, or Indian film,
has grown as a major medium of narrative, entertainment, and cultural expression. In
addition to addressing social concerns and supporting progressive views, Indian film has
been a strong force for social change. It has spurred discussions and arguments about
female equality, poverty, caste prejudice, and political corruption, among other issues.
The 1980s were an era of transformation in India's media and entertainment industry, as
television changed the way Indians consumed content. Doordarshan, India's national
television broadcaster, and the later introduction of commercial satellite channels altered
the media landscape. As a result, audiences now have a wider variety of programming
options, including dramas, sitcoms, news, sports, and reality shows.
 21

The early 1990s economic liberalization had a revolutionary influence on India's media
and entertainment industries. It encouraged competition and innovation by opening up
chances for private businesses. As a result, there has been an increase in the number of
television channels, radio stations, and publishing organizations delivering a varied range
of programming content to appeal to various consumer tastes. Furthermore, private
publishing firms entered the publishing sector, increasing the range of books, periodicals,
and newspapers available to consumers. The five largest publishers in the world, known as
the he media and entertainment industries have seen substantial shifts as a result Digital
publishing has transformed how material is generated and consumed. The growth of e-
books and online publishing platforms has increased access to reading material, and
authors may now self-publish their works digitally. This has broadened the reach of
literature and allowed new and varied voices to be heard.
Over-the-top (OTT) services have upended established television and movie paradigms.
Platforms such as Netflix, Amazon Prime Video, and Disney+ Hotstar have a large
collection of material available on-demand through the internet, including films, TV
programs, and original series. This has offered viewers more discretion over what they
watch and when they watch it, disrupting conventional viewing habits.
Social media and internet platforms have become crucial components of the media
environment. Individuals and artists may use platforms like Facebook, Twitter, Instagram,
and YouTube to produce and distribute content, communicate with audiences, and
establish a following. New types of entertainment, such as vlogging, live streaming, and
influencer marketing, have emerged as a result of these networks.
The merger of multiple media formats has come from media convergence. Print,
television, and digital media have all fused, making it possible for viewers to receive
material across many platforms. Newspapers and periodicals now have digital editions,
and television and radio shows may be seen online. This convergence has blurred the
distinctions between various media types while increasing the reach and accessibility of
content.
Over the years, India's media and entertainment business has changed substantially. It all
started with the development of print media, which created the groundwork for news
transmission and public debate. The advent of radio transmission via All India Radio
broadened the reach of entertainment and knowledge. Bollywood, in particular, has
emerged as a prominent force, enthralling viewers with its distinct storytelling and cultural
manifestations. The digital revolution and the emergence of the internet ushered in even
more change, with streaming platforms providing different material and new channels for
innovation. The industry is still evolving, embracing the digital world and looking for new
methods to engage people.
The Indian M&E industry is on the verge of a robust period of expansion, fueled by
increased consumer demand and improved advertising revenue. According to a FICCI-
EY analysis, the advertising-to-GDP ratio is predicted to rise from 0.48% in 2019 to 0.4%
by 2025.
According to the latest PwC report, India's media and entertainment industry will be worth
Rs. 4,40,401 crores (US$ 54.99 billion) by 2026. By 2024, advertising revenue in India is
expected to reach Rs. 494 billion (US$ 5.42 billion). In 2024, television would command
 22

40% of the Indian media market, followed by print media (14%), digital advertising
(12%), cinema (9%), and the OTT and gaming sectors (8%) of technological
breakthroughs and the digital era.
Venture Capitalist investments in the media and entertainment business totaled $4,489
million in 2022 (January-July 2022). Between April 2000 and September 2022, FDI
inflows into the information and broadcasting sector (including print media) totaled $9.85
billion.
In 2019, the Indian publishing market was estimated to be worth over 500 billion Indian
rupees. Compared to the market's size four years earlier, this was a huge increase.
Forecasts for 2024 indicated that this industry would continue to grow, with a market size
of approximately 781 billion Indian rupees.
India's publishing sector is growing quickly, but there are still many big obstacles to
overcome, such as copyright and piracy concerns. 20–25% of the market is made up of
pirated publications, which have a negative effect on the entire sector, causing publishers
to lose money and the government to stop collecting taxes. India needs a robust regulatory
environment to address these issues and clear up any misunderstandings regarding the
limits of copyright infringement.
To reach a larger audience, the growth of digital publishing in India has given rise to a
number of innovative business models, including subscriptions, package deals, open
access resources, self-publishing, etc. In order to keep ahead of the curve, publishing
houses have entirely redesigned their web presence and product offerings. An estimated
market volume of US$1,492.00m by 2027 is the consequence of revenue growing at a
projected annual rate of 5.42% (CAGR 2024-2027). ePapers will have the greatest market
in 2024, with a market volume of US$492.50 million. By 2027, there will be 165.70
million readers in the market for e-publishing.

Industry Analysis: Michael Porter’s Five Forces Model

Threat of New Entrants: The media, publishing, and entertainment industries
traditionally have experienced high entry barriers, due to reasons such as high financial
needs, complex licensing and distribution agreements, and established brand awareness
enjoyed by existing companies. These characteristics made it difficult for new players to
enter the market and compete successfully.
However, the emergence of digital platforms and streaming services has considerably
reduced some of these restrictions. The internet and technological advances have
democratized content creation and delivery. With the availability of internet platforms,
content creators may reach a worldwide audience without the need for large physical
infrastructure or distribution networks.
Digital platforms and streaming services have also altered established business patterns
in the sector. They have opened up new channels for content creators and independent
artists to disseminate their work directly to customers, circumventing conventional
gatekeepers. This has created chances for new entrants to challenge established companies
and prevail market share.
While technological developments have made it simpler for new players to enter the industry,
competition remains fatal. Established players still have enormous resources, established
 23

relationships, and brand awareness, which might be difficult for new entrants to match.
Furthermore, the business is extremely consolidated, with a few significant firms dominating
the market, which might make it difficult for new entrants to obtain attention and market
share..
Bargaining Power of Suppliers: Content creators, production studios, talent agencies,
technology providers, and others involved in content development and dissemination are
examples of suppliers in this business. Supplier negotiating power varies depending on
characteristics such as distinctiveness, availability, and market demand for their services.
High-quality and exclusive content providers or suppliers with well-known intellectual
property (IP) may have more bargaining power. Because their information or services are
in high demand and viewed as important assets to the industry, they can demand higher
rates or negotiate more favorable conditions.
Furthermore, the availability of substitute suppliers could possess an influence on
negotiating strength. If there is a small number of suppliers with specialized experience or
resources, they may have more negotiating power with media and entertainment firms.
However, if there are many suppliers offering identical services, individual suppliers'
negotiating leverage may be decreased since companies have more choices to select from.
Moreover, technical improvements might have an impact on suppliers' bargaining strength.
Individual content creators, for example, have been empowered by the advent of digital
platforms and online distribution methods, allowing them to skirt traditional intermediaries
and directly contact their audience. Because content producers now have additional choices
for self-distribution and reselling, established suppliers' negotiating leverage may be
weakened.
Bargaining power of buyers: Buyers are customers or end-users of media and
entertainment material in this context. Consumers have enormous power in this market as
a result of the expanding number of alternatives accessible to them and their increased
expectations. Consumers now have more options in terms of content, platforms, and
distribution improvements and the advent of digital platforms. Because they have so many
alternatives, they may swap between providers and content offers, enhancing their
negotiating power.
Pricing is one of the most important ways purchasers wield power. Consumers may
compare costs and seek the most cost-effective solutions because there is a large selection
of content available. Companies are under pressure to offer competitive pricing and value-
for-money solutions toto attract and keep consumers.
Buyers have greater power when it comes to content accessibility. They want material to
be easily accessible on their preferred devices and platforms. The industry has responded
by offering on-demand streaming services, digital downloads, and internet platforms that
provide consumers with increased flexibility and convenience. Failure to achieve these
standards risks losing clients to competitors that provide more accessible and user-friendly
experiences.
The media, entertainment, and publishing industries must constantly adapt to changing
customer tastes in order to maintain market share and remain competitive. This entails
keeping up with technology changes, recognizing customer behaviour and trends, and
offering material that meets their needs. Companies may enhance their position and reduce
 24

the risk of losing market share to competitors by reacting to customer expectations.

Threat of substitutes: The threat grows from the availability of alternatives that can meet
similar customer demands or wants. Substitutes can take several forms and pose a threat to
diverse segments of the industry.
Traditional print media, such as newspapers and magazines, are being challenged by online
news platforms and digital publications. The growth of digital media has given customers
quick and real-time access to news and information, reducing demand for conventional
print periodicals.
Similarly, streaming services have developed as viable alternatives to traditional television
and cable networks. These services provide users with on-demand access to a wide
collection of information, allowing them to personalize their watching experiences while
avoiding traditional linear programming. As a result, consumer preferences and watching
patterns have shifted.
The presence of substitutes puts pressure on organizations in the media, publishing, and
entertainment industries to differentiate themselves and give distinctive value to customers. To
be competitive, businesses must constantly innovate, provide appealing content and
experiences, and employ technology to give distinctive solutions that cannot be readily
copied by replacements.
Intensity of competitive rivalry: Various variables that form the competitive
environment lead several enterprises to strive for market share.
Content quality is a major source of rivalry in the market. Companies seek to provide high-
quality content that captivates and engages their audiences. The capacity to develop
intriguing and distinctive content is critical in acquiring and maintaining customers.
Distribution networks are very important in competitive competition. Companies fight for
the best distribution arrangements and partnerships, whether through traditional channels
such as theatres, TV networks, and bookshops, or digital platforms and streaming services.
The reach and accessibility of distribution channels may have a significant influence on a
company's competitive position.
Technological developments exacerbate competitiveness. Companies with a competitive
edge may successfully exploit technology, such as through digital platforms, streaming
services, and interactive experiences. It is critical to embrace new technologies and be at
the forefront of digital innovation in order to remain competitive in the business.
Marketing techniques and brand positioning also add to the level of competition. To
separate themselves from the competition and grab customer attention, companies spend
on advertising, marketing, and branding campaigns. Effective marketing efforts may have
a substantial influence on a company's market share and customer perception of its
products.
verall, the media, entertainment, and publishing industries are marked by intense
competition, which is fueled by variables such as content quality, distribution routes,
technology breakthroughs, and marketing techniques. Companies that can successfully
handle these dynamics and innovate to satisfy shifting customer wants will do better in this
intensely competitive market.
The media, publishing, and entertainment industries are undergoing tremendous
transformations as a result of technological advancements. Traditional business models
 25

have been shaken by digital innovations, altering the dynamics of Porter's Five Forces.
Technology has reduced entry barriers, allowing new businesses to enter the industry and
compete with established ones. Consumer behaviour is evolving towards digital platforms
and streaming services, which is changing buyer bargaining power and the competitive
landscape. The increase in online content production and user-generated platforms has also
had an impact on suppliers' negotiating strength. Furthermore, with the advent of alternative
digital entertainment alternatives, the threat of replacements has grown. As a result, in order
to preserve their competitive advantage, organizations in this field must constantly adapt
to these changes, harness technology, and comprehend growing consumer preferences.
 26

Chapter-2 Literature Review

 27

Theoretical framework

Introduction to consumer behaviour

Consumer behaviour is the actions and decisions that people or households make when they
choose, buy, use, and dispose of a product or service. Many psychological, sociological, and
cultural elements play a role in how consumers engage with the market.
It is a multi-stage process that involves identifying problems, collecting data, exploring
options, making a decision to buy, and evaluating the experience afterward. Consumers may
be impacted during these stages by things including personal views and values, social
conventions, marketing campaigns, product features, and environmental conditions.
Understanding consumer behaviour is essential for businesses to create marketing plans that
work and to supply goods and services that satisfy customers’ wants and needs. To see trends
and patterns, forecast demand, and make wise choices regarding product design, price,
promotion, and distribution, marketers must analyse and understand data.
Consumer Behaviour in marketing

Consumer behaviour is important in marketing because it explains how consumers make

decisions about what products to buy when to buy them, and from whom to buy
them. Marketers can develop effective marketing strategies that target the right consumers
with the right message at the right time by understanding consumer behaviour.
Here are some examples of how consumer behaviour affects marketing:
Segmentation: Consumer behaviour research helps marketers behavioural segment markets.
Marketers can modify their marketing messages and strategies to better appeal to each
demographic by recognizing these segments.
Product design: Understanding consumer behaviour can also aid in product development.
Marketers can create products that better meet consumer needs and preferences by analyzing
customer requirements and tastes, leading to increased sales and customer satisfaction.
Pricing Strategies: Marketers can use consumer behaviour data to determine the price points
at which customers are willing to pay for a product, as well as the pricing strategies most
likely to appeal to each market segment.
Branding: Consumer behaviour research helps in the development of branding strategies.
Marketers can create brand messages and strategies that resonate with consumers and build
brand loyalty by understanding consumer attitudes and perceptions of brands.
Why is consumer behavior so important?

Businesses invest a lot of time and resources in their product or service. Hence, it is
absolutely essential that their offerings cater to the needs of their customers. Or they will
incur huge amounts of losses. So, in order to make sure that the products, as well as the
brand, are well-accepted by the consumers, it is important to first know what consumers want
and are likely to buy.
Better marketing and communications: As living standards, trends, and technology keep
changing, consumers’ choices also keep varying. Understanding how these factors affect
customers’ buying habits helps organizations design their messaging accordingly. Thus,
having insights into consumers’ purchase behaviuor can help marketers in meeting their
objectives.
 28

Improve customer retention: It is far more beneficial to retain an existing customer than to
gain new customers. It’s easier to sell new products and services to your existing customers
than to find new ones.
Entrepreneurs who are able to retain their customers and create strong relationships manage
to create strong new brand loyalty for their businesses. Customer loyalty can prove to be a
promoter of your business and spread positive word of mouth. Satisfied customers share their
happy experiences with their friends and family.So, retaining as many customers as possible
should be the goal of entrepreneurs interested in growing their companies.
Increase customer loyalty: Understanding customer behavior helps in finding out ways to
boost customer loyalty, which in turn, will lead to higher sales and a strong brand. Analyzing
trends in sales can aid in offering discounts as well as suggesting the best products and
services to them.
Better plan inventory: Researching customer attitudes helps companies plan inventory and
stock raw materials. In the case of a service-based business, the management team can better
plan their human resources. If businesses see a trend in demand for specific products, they are
likely to send more purchase orders to their suppliers. Consumer behavior data can help them
to balance demand and supply.
Increase sales: A company always aims to satisfy specific market niches. Even if the
company operates in different sectors, it should target potential buyers in each segment. If
you know your customers well, you can have better conversations with a high probability of
closing the deal.
Knowing who you are selling to makes it possible to clearly define your objectives in the
market. Learning more about consumer behaviours helps to define the main customers that
come directly to the company. Your inventory should be stocked with products that meet the
requirements of your potential buyers.Instead of taking random shots and trying to sell to
anyone, having knowledge about your customers’ likes and dislikes helps in making smarter
decisions. Such a strategy has a higher chance of generating sales.
Research competition: Studying consumer buying behaviour helps in understanding the
competitive market. You can plan on how to position your products and services to offer
competitive advantages. Find out answers to questions like:
Is the customer already using a competitor brand?
What drives a consumer to buy from your competitor?
Are potential customers happy with the competitor brands?
What are the gaps between your products and that of competitors?

Types of Consumer Behavior for effective marketing strategies

Marketers must understand several types of consumer behavior to create effective marketing
strategies and meet customer needs. This section will look at the four types of customer
behavior and how they affect businesses.
Complex buying behavior: When customers are actively involved in the purchasing
decision process and are aware of the significant differences between the various brands,
this happens. Before making purchasing decisions, consumers conduct extensive research,
gather information, and evaluate alternatives.
Dissonance-reducing buying behavior:This type of behavior happens when people make
expensive or risky purchases and then feel uncomfortable or confused about their decision.
Consumers may seek reassurance, information, or feedback from others to reduce confusion.
 29

Habitual buying behavior:This happens when customers make purchases with minimal
decision-making and marketing efforts or information search. Based on prior experiences,
they have developed brand and customer loyalty also buying habits, and they may buy things
out of habit, convenience, or familiarity.
Variety-seeking buying behavior:This type of behavior happens when customers are not
deeply involved in the purchase decisions but seek variety or uniqueness in their purchases.
They may most often change brands or products to satisfy their curiosity or need for variety.

Factors influencing consumer behaviour while purchasing

Consumer behaviour is influenced by many external factors and internal factors such as
situational, psychological, environmental, and marketing factors, personal factors, family,
and culture.
Consumer-Behaviour-factors
Situational factors: They are temporary in nature and include physical factors such as a
store’s location, layout, colors, music, lighting, and even scent. Companies try to make these
factors as favorable as possible. Other situational factors include holidays, time, and moods
of the consumer.
Personal factors: These factors include demographic factors such as age, gender, income,
occupation, etc. It also depends on one’s interests and opinions. To further understand
consumers, companies also look more closely at their lifestyles – their daily routine, leisure
activities, etc.
Social factors: This factor also includes social class, level of education, religious and ethnic
background, sexual orientation, customer orientation, and people around you – family,
friends, or social network. Different cultures have varying customs and rituals that influence
how people live their lives and what products they purchase.Generally, consumers in the
same social class exhibit similar buying behavior. Most market researchers believe a person’s
family is one of the biggest determinants of buying behavior.
Psychological factor: A person’s ability to understand information, perception of needs, and
mindset influence consumer behavior. One’s reaction to a marketing campaign will depend
on one’s beliefs and state of mind.

Review of Literature
Jagdish N. Sheth June 1977 In this article, four criticisms against using socioeconomic and
demographic (SED) factors in understanding consumer behavior are discussed. The criticisms
include dissatisfaction with models developed by economists and sociologists, the belief that
SED factors are outdated in modern mass consumption societies, the argument that SED
factors lead to poor predictions, and a general attitude among consumer researchers that other
approaches are more promising.Sheth counters these criticisms by providing insights that
challenge their validity. The article suggests that there are ways to improve the theory and
research in consumer behavior using SED factors. Despite the criticisms, the author argues
for the continued relevance and importance of socioeconomic and demographic factors in
understanding consumer behavior, offering strategies for better utilization of these factors in
research and theory development
Carson J. Sandy, Samuel D. Gosling, and John Durant October 2013 This research
 30

explores the effectiveness of two common approaches to market segmentation: demographic

variables (such as age, gender, and location) and psychographics (psychological variables
like values, attitudes, and personality traits). The study, based on analyses of over 45,000
participants, compares the predictive power of these two approaches across various consumer
behaviors, including cell phone usage, lottery ticket purchases, newspaper readership, and
television show preferences.
Surprisingly, both demographic and psychographic approaches were found to explain
relatively small amounts of variance in consumer behavior. However, the study revealed that
the effectiveness of each approach varied significantly depending on the specific consumer
behavior being examined. For example, demographics were more predictive for electronic
purchases, while psychographics were more useful for predicting preferences in television
shows.
In conclusion, the research suggests that a combination of both demographic and
psychographic methods may be the most effective approach for market segmentation. The
recommendation is to integrate these two approaches to gain a more comprehensive
understanding of consumer behavior and preferences across different products and services.

Shannon Cummins, James W. Peltier, John A. Schibrowsky, and Alexander Nill

August 2014 This article aims to review literature on consumer behavior and social network
theory in the context of online and e-commerce. The authors examined 942 articles published
between 1993 and 2012, categorizing them into eight main areas: cognitive issues, user-
generated content, Internet demographics and segmentation, online usage, cross-cultural
aspects, online communities and networks, strategic use and outcomes, and consumer
Internet search.
The review provides a comprehensive summary of research findings in each category and
identifies opportunities for further exploration by scholars interested in understanding
consumer behavior and social networks in the online context. The article helps to highlight
key themes and trends in the literature during the specified period, offering insights for
researchers in these fields.

Jason M. Carpenter and Marguerite Moore 2009This research explores consumer

behavior in the context of apparel shopping, given the multitude of retail formats available.
With fierce competition among different types of retailers, understanding cross-shopping
behavior becomes crucial. The study investigates how variables like gender, age, income,
education, race, marital status, and household size influence cross-shopping behavior among
U.S. consumers. Additionally, the research delves into the significance of retail attributes
such as price competitiveness, product selection, and convenience. The findings aim to
provide valuable insights for apparel retailers, guiding them in shaping effective marketing
strategies based on consumer demographics and preferences.

Dina Burkolter and Annette Kluge 2011the focus is on understanding online consumer
behavior across various product categories as online shopping undergoes consolidation. The
study, conducted in Germany with 405 participants, assesses online information search and
shopping for nine different product categories, considering socio-demographic factors and
individual variables such as shopping orientation, need for emotion, and fashion
leadership.The results highlight significant differences in online information search and
shopping based on gender, employment status, and education. Additionally, the study
identifies that individual variables are linked to online shopping behavior in diverse ways.
The findings provide insights into the future development of the internet and offer practical
and scientific implications for understanding and shaping online consumer behavior.
 31

Varisha Rehman April 2017 This article explores the influence of specific cultural traits on
the buying behavior of Indian consumers in both the modern and postmodern eras. The aim is
to provide comprehensive insights into what affects the purchasing decisions of Generation
X, Y, and Z consumers. Using a conceptual framework, the article attempts to bridge the gap
between Indian consumers' perceptions and their actual buying behavior.The study, based on
data collected from 14 Indian consumers through participation and observation techniques,
identifies the influencers and intermediaries affecting the consumer behavior of different
generations. The findings offer new empirical insights into how Indian consumers make
decisions. The article concludes by presenting a conceptual framework that outlines the
impact of Indian culture on consumer behavior in both modern and postmodern settings. This
framework can be valuable for management practitioners in formulating effective strategies
for their products and promotions.

Mark Cleveland, Nicolas Papadopoulos, Michel Laroche May 2011 This paper explores
the relationship between ethnic identity (EID) and a globally-oriented disposition
(cosmopolitanism: COS) in international marketing. It addresses whether a strong ethnic
identity is incompatible with a global orientation and examines the stability of this
relationship across cultures and countries. The study focuses on consumer behavior,
considering the roles of EID, COS, and demographic variables across various product
categories in eight countries.The findings suggest that consumers tend to blend their
traditional cultural identity with a global outlook. Demographic and psychographic factors
influence consumer behavior differently across both product categories and country samples.
While the study mainly focuses on consumer goods and has some limitations in
generalizability, it provides valuable insights for international managers. The results indicate
when and where marketing strategies can be standardized across borders or customized
("glocalized"). The study contributes to international market segmentation literature,
highlighting the variable impact of demographics and identity on consumer behaviors and
emphasizing the diverse ways in which cultures can adopt global ideas while preserving
native customs.
D.K Tiwari, Dharmendra Kumar June 2007 This article explores how demographics
impact consumers' behavior before buying durable goods. It considers factors like the
medium of advertisement, motivations for purchase, the initiation of purchase ideas, family
influence, and finalizing purchase decisions. The study finds that residential status doesn't
make a significant difference, but education level, occupation, and family income notably
affect consumer behavior regarding durables.
The research highlights television as a popular advertising medium, with elder family
members often initiating purchase ideas. Joint families tend to make the final purchase
decisions, and there's a substantial influence of family members and friends (Word of Mouth
- WOB) throughout the purchase process. The study identifies three key motivational factors
for purchasing durables: brand image, personal experience, and guarantees. This information
provides valuable insights for marketers aiming to understand and cater to consumers'
prepurchase behavior in the durable goods

Dr. Richa 2012 This research delves into the realm of online shopping in India, recognizing
it as a growing trend with the potential to shape the future of consumer commerce. Despite
being a common practice globally, online shopping's growth in the vast Indian market hasn't
fully matched the global pace. The study employs both qualitative and quantitative research
 32

methods to investigate how demographic factors impact various aspects of online shopping,
such as satisfaction, future purchase intentions, shopping frequency, item count per purchase,
and overall spending.Conducting the study in major cities—Delhi, Mumbai, Chennai,
Hyderabad, and Bangalore—the research surveyed 580 respondents. The findings emphasize
that demographic factors like age, gender, marital status, family size, and income
significantly influence online shopping behaviors in India. This information holds value for
researchers and practitioners alike, providing insights for future studies and strategies in the
domain of online shopping in the country.
Gordon R. Foxall June2001This essay reviews the evolution of consumer behavior
analysis, emphasizing its potential as a theoretical foundation for marketing and consumer
research rather than solely focusing on managerial applications. The discussion covers recent
developments in behavior analysis, including the analysis of verbal behavior. It also explores
insights from behavior analysts on economic choice, applying these lessons to understand
consumer behavior and marketing in real-world scenarios. The essay advocates for an
interpretive approach that goes beyond experimental choice analysis, aiming to establish a
more comprehensive understanding of consumer behavior and marketing. Overall, it seeks to
broaden the relevance and scope of behavior analysis in the context of consumer research.

Rakesh Kumar & Ramesh Kumar 2019This research focuses on understanding how
various demographic factors influence consumer behavior in the context of electronic
products in rural Himachal Pradesh, India. The demographic factors considered include age,
gender, marital status, financial status, family background, education, occupation, and family
size. The study collected data through questionnaires to explore the impact of these factors on
consumer behavior.The key finding emphasizes the importance of manufacturers
understanding consumer behavior to succeed in the competitive market. The study reveals
that demographic factors significantly affect how consumers behave when it comes to
electronic products. Recognizing these influences can help manufacturers enhance their sales
strategies and secure a larger share of the market. In essence, the research underscores the
vital role of comprehending consumer behavior, especially in the competitive landscape of
electronic products in rural Himachal Pradesh.

Sampath Kumar Ravikanthi November 2012 This article discusses the imminent industrial
growth in India and the need for manufacturers to focus on consumer orientation. It
emphasizes the shift from small markets to mass markets and highlights the importance of
understanding end-users rather than intermediaries like wholesalers and retailers. The study,
conducted through a non-probabilistic convenience sampling method with 400 respondents
(200 urban and 200 rural consumers), underscores the enlightened nature of modern
consumers.The findings stress the significance of establishing well-organized marketing
distribution systems to meet consumer needs efficiently. Consumer behavior toward the place
of purchase is deemed crucial for marketers, students of marketing, policymakers, regulators,
and consumers. The article recommends that marketers prioritize supplying quality goods at
reasonable prices and maintaining positive relationships with retailers, acknowledging their
influential role at the point of purchase. Overall, the study emphasizes the evolving nature of
consumer behavior and suggests strategies for manufacturers to succeed in the changing
market landscape.
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Chapter-3 Research Methodology

 34

Objective of the Research:

 The primary objective of the research is to gain a comprehensive understanding of
customer behaviour based on age groups and geographic locations (urban and rural).
This research aimed to inform marketing strategies, tailor product offerings, and
enhance customer engagement by identifying patterns and preferences specific to
different demographics.
 To understand customer behaviour in subscribing to online newspapers. To identify
preferences and patterns based on age groups (18-26, 26-40, 40+) and geographic
locations (urban, rural).
 To get the consumers insights for better sales generation.

Research Design: Customer Behaviour by Age Group and Area

1. Research Type:
Descriptive Research: The study aims to describe the characteristics and behaviours of
different customer segments based on age and location and their satisfaction levels.
2. Sampling:
The method of sampling used in this research is simple random sampling.
The total sample size will be 130 respondents.
The sample size for each age group will be proportionate to the distribution of the
population.
3. Data Collection Methods:
The data for this research is collected through surveys which was done through google
form
And observation
4. Research Timeline:
Conduct surveys and questionnaires over a two-month period.
Organize focus group discussions within the third month
5. Ethical Considerations:
Ensure participant confidentiality and anonymity.
Obtain informed consent from participants.
Adhere to ethical guidelines in data collection and analysis.
6. Limitations:
The study is limited to subscribers of Digital Marvelled Pvt Ltd and may not generalize to
non-subscribers.
External factors, such as economic changes, may influence customer behaviour.
7. Reporting:
Present findings through a comprehensive report, including visualizations for better
understanding.
Provide actionable recommendations for marketing strategies based on research
outcomes.
 35

By following this research design, the study will systematically investigate customer
behaviour, providing valuable insights that can be applied to enhance Digital Marvelled
Pvt Ltd. marketing strategies and customer engagement efforts.

Data Collection Instruments:

Online Surveys and Questionnaires:

 Selection: Create structured surveys and questionnaires using online survey platforms
(e.g., Google Forms, SurveyMonkey).
 Preparation: Design questions to gather demographic information, reading habits,
content preferences, and reasons for subscription.
 Collection: Distribute surveys through email to subscribers and provide options for
online completion. For those without internet access, prepare paper-based
questionnaires for in-person interviews.

Data Analysis:

 Selection: Utilize statistical software (e.g., SPSS, Excel) for quantitative analysis.
 Preparation: Develop a data analysis plan outlining key variables and statistical
techniques.
 Collection: Import subscription data into the chosen software for analysis, focusing on
age distribution and geographic locations.
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Chapter-4 Data Analysis&Interpretation

 37

Data Analysis

1. Age:

Age Group No. Respondents (40)

18-25 17

26-40 15

40-60 8

60+ 0

In the survey of 40 respondents, we have found that 43.5% of the respondents belong
to the age group of 18-25 years, 37.5% belongs to 26-40 years of age group and 20%
belongs to 40- 60 years of age group.
 38

2. Gender:

Gender No. of Respondents (40)

Male 21

Female 19

In the survey 52.5% of respondents were male and rest 47.5% was female, So
majority of respondents was male.
 39

3. Location:

Location No. of Respondents (40)

Urban 100

Rural 13

In the survey 55% of the respondents residing in urban, while 45% respondents were
residing in rural area.
 40

4. Interest

Interest No. of Respondents (40)

Yes 34

No 6

From this survey we analyse that 34 of the respondent are interested in e-service and 6 are
not interested
 41

5) Frequency of using e-services

Frequency of using e-services No. of Respondents (40)

Daily 9

Weekly 21

Monthly 4
Rarely 5
Never 1

It is found in the survey that only 22.5% of respondents were using Daily ,52.5% of
respondents were using weekly, 12.5% of respondents using monthly and 10% of
respondents using rarely . So if we talk about the frequency of using e-services is Good.
 42

5. Factors Influencing purchasing decision?

Factors No. of respondents (40)

Content variety 32

Pricing 32

Exclusive content 25

User interface/ user experience 25

Recommendations from friends/family 28

Other (please specify 8

Above chart shows that factors like content variety and pricing influence 80% of the
respondents.And about 70% of respondents were influenced by recommendations from
family and friends.
 43

6. Do free trials are important?

How important are free trials No. of respondents (40)

Very Important 16

Important 12

Neutral 10

Not Important 1

Not at all Important 1

Majority of the respondents (40%) thinks that free trials are very important and about 30%
of the respondents think it as important and about 25% were neutral.
 44

6. Affordability for a one month subscription ?

Slot No. of Respondents (40)

300 24
400 14
500 2

Majority of the respondents about 60% thinks that 300 rupees are acceptable for one
month subscription and about 35% thinks it to be 400 and only 2 of the respondents
thinks 500 is an acceptable amount.
 45

7. How many e-subscriptions do you currently have?

No. of subscription No. of respondents (40)

1 18
2-4 17
more 5

From the above chart we can see that around 45% of respondents has only 1 e-subscription
and around 42.5% has 2-4 subscription and around 12.5% has more than 4 subscription.
 46

8. What is your satisfaction level after subscribing to the platform?

Satisfaction level No. of respondents (40)
Very satisfied 10
Satisfied 15
Neutral 14
Dissatisfied 0
Very dissatisfied 1

From the above chart we can see that 37.5% of the respondents are only satisfied as only 25%
are very satisfied and about 25% are neutral.
 47

Chapter-5 Findings, Suggestions &

Conclusion
 48

Findings:

Age Group Insights:

Younger demographics (18-26) demonstrated a preference for concise, visually appealing
content and access to digital-exclusive features.
Middle-aged consumers (26-40) valued a balance between traditional and digital content,
with an inclination towards in-depth analysis and editorials.
Older demographics (40-60) leaned towards familiar formats and appreciated user-friendly
interfaces.
Urban vs. Rural Dynamics:
Urban customers exhibited a higher adoption rate of online subscriptions, driven by
convenience and a faster pace of life.
Rural customers showed a preference for content that was relatable to local issues and
community-centric news. Challenges related to internet access were identified and considered
for future strategies.
Technology Adoption:
Younger age groups in both urban and rural areas embraced technology seamlessly for news
consumption.
Middle-aged and older demographics in urban areas showcased a more rapid adoption of
online subscriptions compared to their rural counterparts.
Marketing Implications:
Tailored marketing campaigns for each age group based on their preferences and behaviour.
Geographic-specific promotions highlighting content relevance to urban and rural audiences.
Continued focus on user-friendly interfaces to accommodate varying technology adoption
rates.
 49

Suggestions

Digital Delight for the Young:

Create exciting digital experiences and campaigns targeting younger consumers who love
technology. Use social media to showcase products in a fun and engaging way.
Friendly Online Spaces:
Make your website and mobile app super easy to use. Ensure that shopping online with
Digital Marvel is a breeze, making it visually appealing and user-friendly.
Community Connection:
Connect with local communities in rural areas. Sponsor local events, engage with community
initiatives, and build relationships. Word-of-mouth matters, especially in these settings.
Products for All Ages:
Diversify your product offerings to appeal to both tech-savvy younger consumers and those
who appreciate more traditional products. A mix of both can broaden your customer base.
Trust is the Key:
Build trust by being transparent. Clearly communicate Digital Marvel's values and quality
standards. This is especially important for older customers who stick with brands they trust.
Implementing these five points can help Digital Marvel create a stronger connection with its
diverse audience, from tech enthusiasts to those who value community and tradition.
 50

Conclusion

In conclusion, our exploration of consumer behavior, delving into age and geographical
dynamics, presents invaluable insights for businesses, including Digital Marvel Pvt Ltd.
Younger consumers, captivated by technology and innovation, exhibit a preference for cutting-
edge products and seamless online experiences. This aligns with Digital Marvel's strengths,
positioning the company to meet the digital demands of this demographic. On the other hand,
older consumers showcase brand loyalty and a penchant for traditional retail experiences,
suggesting a nuanced marketing approach.
The urban-rural contrast emphasizes the necessity for tailored strategies. Urban spaces,
demanding convenience and digital sophistication, create an opportunity for Digital Marvel to
optimize online experiences and leverage social media to reach a broader audience. Meanwhile,
rural communities, thriving on local connections, emphasize the significance of community
engagement and word-of-mouth marketing, allowing Digital Marvel to tap into grassroots
networks.
Brand loyalty, especially among older consumers, underscores the importance of trust-building
initiatives—a factor critical for Digital Marvel's sustained success. Adaptability emerges as the
key, with consumer preferences evolving. This research serves not only as a compass for
understanding current consumer behavior but also as a strategic guide for Digital Marvel and
other businesses. By recognizing diverse needs, tailoring strategies accordingly, and remaining
agile in response to evolving preferences, Digital Marvel Pvt Ltd can solidify its position as a
dynamic player in the competitive realm of consumer behavior.
 51

* References

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Elsevier.

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online context. Journal of Research in, Emerald.

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* Appendices

Google Form Questionnaire used for data collection

 Age:

o 18-25
o 26-40
o 40-60
o 60+

 Gender:

o male
o Female

 Location

o urban
o rural

 Do you have any interest to any e-services or e-subscriptions?

o yes
o No

 How frequently do you use e-services?

o Daily
o Weekly
o Monthly
o Rarely
o Never

 How often do you access e-services through mobile devices (smartphones, tablets)?
 53

o Always
o Often
o Occasionally
o Rarely
o Never

 What factors influence your decision to subscribe to a particular e-service? (Select all
that apply)

o Content variety
o Pricing
o Exclusive content
o User interface/user experience
o Recommendations from friends/family
o Other (please specify)

 How many e-subscriptions do you currently have?

o 1
o 2-4
o More

 How important is the availability of a free trial period in your decision to subscribe to
an e-service?
o Very important
o Important
o Neutral
o Not important
o Not at all important

 How much money do you think is acceptable for a one month subscription ?
o 300
o 400
o 500

 what is your satisfaction level after subscribing to the platform?

o Very satisfied
o Satisfied
o Neutral
o Dissatisfied
o Very dissatisfied
o Question
54