SUMMER INTERNSHIP REPORT

STUDY OF CUSTOMER PREFERENCE FOR CHOOSING A PARTICULAR MAGAZINE OF

OUTLOOK

Internal College Guide: Submitted By: Under the Guidance of:

Dr. Sanjay Pawar Apoorva Dihiye Mr. Kaustav Banerjee
MBA-Marketing (Major) (Team Leader)
PRN: 20020441080
Roll no. B_27

1
EXECUTIVE SUMMARY:
The OUTLOOK Group is a standout amongst another magazine distributing group in India. This brand is
very notable and liked all over the world. The proprietor of The OUTLOOK Group is Mr. Rajan Raheja.
The journal has been distributed in New Delhi consistently since October 1995, with Mr. Krishna Prasad
as an establishing manager in chief. It is one of India's four top-selling weekly English magazine.
Now outlook is one of the favored journals of around 91 lakh pursuers in India and sells in excess of 120
lakh duplicates during the year.
The Project "STUDY OF CUSTOMER PREFERENCE FOR CHOOSING A PARTICULAR
MAGAZINE OF OUTLOOK" is an endeavor to discover the conduct of the customers and their
purchasing strategies and to comprehend what more draws them in.
For assessing and grasping the customer inclinations, in Outlook India group we are trying to find the
strategic policies of Outlook and how their journal distributing is overseen. We also tried to create new
techniques to engage the clients and simultaneously fulfilling their necessities and requirements.
It is seen that clients are baffled because of serious conveyance issue of Outlook. Organization should
focus on client maintenance by refining the conveyance framework, sending reliability gifts and hampers,
auto recharging of memberships, special facilities or discounts. Improve in substance and news in
magazine for consumer loyalty. Clients likewise search for various sections which ought to be offered by
Outlook to expand the quantity of endorsers like magazines on fashion and design, IT, inventions, famous
people, and geography, entrepreneurs, cars or automobiles.

2
3
 SYMBIOSIS INSTITUTE OF MANAGEMENT STUDIES
(For Defence Personnel and their Dependants)
Constituent of Symbiosis International University
Range Hills Road, Khadki, Pune.

DECLARAION:

I, Apoorva Dihiye, hereby declare than the present project report of internship entitled “STUDY OF
CUSTOMER PREFERENCE FOR CHOOSING A PARTICULAR MAGAZINE OF OUTLOOK”
submitted by me under the guidance of Mr. Kaustav Banerjee (Team Leader), to Symbiosis Institute of
Management Studies. This report is prepared in partial fulfillment of the requirement form my Summer
Internship Program.
I further confirm that this is my own work, the project report is only composed and been developed for
my university requirement and not for any further purpose. It might not be used with the interest of any
opposite party of the corporation. This report has not been submitted anywhere for any other work or
awards.

Apoorva Dihiye
PRN: 20020441080
B_27 (Marketing and Operations)
Batch: 2020-2022

Table of Content:

Topic Page no.

Title of the Project 1
Executive Summary 2
Certificate of Internal Guide 2
Declaration by the Student 3
Certification of the Company Guide 4
Introduction and Objective of the study 5
About the Company and magazines 6
STP and marketing Strategy of Outlook 11
Literature Review 13
Methodology used for the study 16
Analysis and Interpretation of the Data 17
SWOT analysis of Outlook 24
Result and Discussion 25
Conclusion 26
Recommendation 26
References 27
Annexure 28
Turnitin Report 32

4
CERTIFICATE OF INTERNAL GUIDE:

5
INTRODUCTION:
The Print media of India is in excess of an old and settled business. This business includes every day
magazine distributing. Book distributing is a lot modest but still basic to the extent pay. Even though it's
a totally mature organization, new journals are constantly shipped reliably. India is known for the fastest
creating the economies of the world since the past 15 years. Strong use and escalating pays have helped
in the advancement of print media. Latest headings that focus on specialty points keep on dispatching on
the lookout. The wellsprings of income for a journal are enrollment, solo copy trades and advertisements.
Plus-minus 73% of pay begins from advancing and twenty-seven percent from circulation.
The magazine profession in India is encountering an outrageous stage and similarly in various countries.
Daily papers have added on enhancements to their standard issue and infringed on the context got by
journals earlier. Channels also have been shipped in assorted groupings that didn't exists two or three years
back. Moreover, due to the expanded use of the web in the country, many people at present are going-
through the news and tales on individual focuses on the internet and mobiles. There is yet a premium
quality print context and journals should pass on that need to keep an essential separation from the various
sections. Additionally, they similarly need to explore and circulate their substance on the internet and
mobile phones businesses to offer choice to their endorsers of consumer context from wherever and at
whatever point.
India has more than 50,000 conveyances, but still yearly pay is basically one billion dollars. Most of them
needs in advancement, displaying, and cash to foster which has achieved not many appropriations telling
the organization with the TOI Group for being the pioneer of business area. Circulation is basic for journals
since it should be promptly accessible and broadcasted to clients. Huge printing companies like TOI have
a solid conveyance organization.
Retail: Journals that are open in the retail source are available to be purchased. The retailer gets a
commission on the deal.
Participation: Distributer joins supporters straightforwardly or via accomplices and conveys the
problems through the mail.
Distribution: The special supported duplicates are given in the airplanes and motels.
In India the print business is oddly isolated in view of extensive figures of nearby tongue. Regional
distribution circulations guarantee forty-six percent of the pie, Hindi tongue distributions cover forty-four
percent and the leftover ten percent is carried out by English distributors. The fundamental use of English
journal at current time is in urbans and metropolitan centers, but still the advancement is augmenting to
humble metropolitan networks as the schooling and pay scale work between the professional people class.
With the launch of Foreign Direct Investment (FDI) strategy, a few worldwide distributers are forcefully
setting foot in the market and this example is relied upon to continue.

6
RAHEJA GROUP:

ABOUT THE COMPANY: Outlook Publishing India Pvt. Ltd.

The owner of THE OUTLOOK GROUP is Mr. Rajan Raheja. It was set up in October 1995.Its branches
are set up in Mumbai, Kolkata, Gurugram, Bangalore, Hyderabad, New Delhi and Chennai. The
administrative center is present in New Delhi. Mr. Vinod Mehta was the editor-in chief when the principal
issue of the journal was given out.

7
In the month of October 1995, organization Hathaway Investments Pvt. Ltd. set foot in the print media.
Outlook’s weekly magazine startle a slow-moving market stumbling because of satellite television.
Outlook magazine immediately positioned it as a requirement for pursuers who esteem it top to bottom.
Today it is the favored journal of around 100 lakh pursuers in India and trades in excess of 150 lakhs
duplicates over the course of the year. They have five journals of Outlook India Magazine. One of those
journals is in Hindi and rest are in English.
VISION: Authority through engaging individual idea.
MISSION: To be the greatest and the most valuable Magazine Publisher in India.
The Magazines under the Outlook bunch contains 5 National issues:
1. Outlook English
2. Outlook Traveler
3. Outlook Money
4. Outlook Business
5. Outlook Hindi
OUTLOOK WEEKLY: It’s an individualistic English News journal distributed weekly in India. It
highlights substance from politics issues, games, film, and tales of expansive interests. It costs Rs.2499
for each year membership which is Rs.7 per magazine.

(Fig 1. Weekly) (Fig 2. Business)

OUTLOOK BUSINESS MONTHLY: It covers about the organization and industry, fortunate asset,
promoting, undertaking, innovation and so on. This journal is quite possibly the most selling journal in
India. Most of the business profession individuals like to get this particular magazine which is distributed
monthly for example 1 copy issued in a month. It costs Rs.999 each year membership which is Rs.83.25
per magazine.
OUTLOOK MONEY MONTHLY: It consist of bank area, banking, general insurance, decoder
insurance, funds. How to put cash in the stock market and the missteps during contributing? How to
contribute? Essentially, it's an individual financing journal and liked by youths. It's anything but a
fortnightly journal. It costs Rs.549 each year membership which is Rs.45.75 per magazine.

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 (Fig 3. Money) (Fig 4. Traveler) (Fig 5. Hindi)
OUTLOOK TRAVELER MONTHLY: It incorporates every one of the detailed information like
location of the travel industry spot in slopes, untamed life, adventure, sea shore, inns and weekends. This
journal is favored by the individuals who love to venture out to new places. It gives restricted permission
to a universe of extravagance travel who loves to appreciate the best nature-running encounters. It is an
important friend that you should get to make your days off exceptionally extreme – regardless of whether
you're looking for escapes, outlandish sea, wild life sanctuaries, desert safaris, glaciers, trekking hideouts.
It's anything but a monthly magazine. It costs Rs.1099 each year membership which is Rs.92 per
magazine.
OUTLOOK HINDI FORTNIGHTLY: It is for the Hindi understanding members. Hindi pursuer
keeping their inclinations, real factors and goals at the top of the priority list, it's not a duplicate copy of
Outlook English. Before, as per the choices of administration, it used to be sold at the book centers and
buying this journal online was not possible around then. Presently individuals can have the membership
fortnightly which mean that at regular intervals 1 magazine copy will be given to the buyer. It costs Rs.549
each year membership which is Rs.45.75 per magazine.
Management Team:

9
Outlook’s Internet Media
Outlookindia.com: If we want to search for Outlook India, we can search it online as outlookindia.com,
but this all started after the year 1998. Before that Outlook was not searchable online. At
outlookindia.com we can see both its journal’s homes on the web and the online publication. Making
them available on the internet was the post important and valuable thing that outlook has done for
people because those who are familiar with the technology or are always on the internet were now able
to know about the outlook magazine. You can read the article on the Outlooks printed magazine as well
as through the links that are being provided online or on their site anytime. Outlookindia.com has also
provided the people with the array columns where people can share real and relevant news updates all
the time on the web, with the reads also get to have a healthy interaction.
Outlooktraveller.com: In the year 2000 Outlook also started with their travel website called as
Outlooktraveller.com. Outlook traveler started by starting up new vistas on the internet with its
profoundly centered article highlights around a variety of places. They provided all the supporting tools
on the website to the people which can help the travelers to put together their fill holiday plan. It helps
the people form selecting their location, to their mode of traveling, and the way to reach their destination
via a map, selecting a staying place where the travelers can get to enjoy the local people festivals, food,
and the travelers can access the services like ATM, petrol pump, café, internet face from the nearby
easily. They also provide themed holidays idea from ‘A to adventure’ to ‘W for wild life’, weekends
destinations, honeymoon places, beaches, girls day out, Indian cuisines, trekking in the mountains etc.
Outlookmoney.com: In the mid of 1998 Outlook launched a magazine and started a financial magazine
for the personal use of people. This magazine is known as Outlook money and online it can be
accessible by going to Outlookmoney.com. This specific site has 6 channels which are Mutual funds,
Retirement planning, Stocks, Taxation, Loans and Insurance these all together makes a broad area for a
personal finance scale. This site also comes up with many interesting tools. This site tries to give
solutions to the people with their personal finance problems.
Other than these they also have outlookhindi.com, outlookbusiness.com.

Guides of Outlook Group

Inspite of distributing the main journals, there are a few magazines which is sold by the Outlook group.
Outlook Traveler Travel Guides sold by Outlook Group is very much perceived today, set up and known
as the chief travel reference guide in India. In a range of fifteen years, twenty-five effective titles have
been distributed.
Some of them are: -
Girls on Holiday
Responsible Escape
Heritage Holidays in India

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India's Culinary Heritage
Holidays in the Hills
Festivals in India
Wildlife Holidays in India
Unexplored India
1000 place to see in India
52 weekend breaks (from Delhi/ GURGAON/ Bangalore/ Chennai)
Outlook Traveler Guides are very helpful for better details regarding the places to be visited; it is
valuable for knowing the way of life and operations of that place too. These acts as a friend for most of
the part liked by people who loves to travel a ton and are quick to think about different and new objections.
Outlook competitors:

Along with this there are other competitors where Outlook India have not started their product line
extension such as Magic Pot Magazine, Champak Magazine, Competition Success Review Magazine,
Pratiyogita Darpan Magazine, Car India Magazine, Forbes India Magazine, etc.
Outlook’s 2020 sales value and revenue:

Revenue in Crore

57.77
67

85.27

FY 2018 FY 2019 FY 2020

11
The sales of the company increased from 2018 to 2019 by 27.50 crore. In 2020 the sales reduced to 67
crores due to the pandemic. The EBITDA of the company decreased by -56.28% while the net-worth of
its book has increased by 11.53%.

STP OF THE OUTLOOK GROUP:

Segmentation:
The customer segment on which Outlook India has focused is Middle class family and the upper middle-
class family. They cover this segment all over the world i.e., inside the India as well as outside the India.
Targeting:
The target customers for Outlook India are corporate people, Students, Business people, The Hotels, The
Travel guides or industry and the individuals.
Positioning:
Outlook positions themselves as an unbiased news magazine which is way more than just being a
magazine. They cover and handles many segments and fulfills every demand of the consumers and the
people in the market.
THEIR MARKETING STRATEGIES:
The follow mainly two marketing strategies which are 1) Push blend 2) Pull blend
1) Push blend (it is basically a door-to-door sales of the magazine): This is used to create a strong
sales connection at both the traders and distributors level.
2) Pull blend (it is used for mass selling via advertising): Its purpose is too full-filling the final
customers need at the retail level of distribution. The firm spend more and more time on
advertising and promotion of the sales rather than door-to-door sales.
Both of these methods are related closely to the Channel distribution system.
CURRENT PROMOTIONAL STRATEGIES:
Outlook India is providing a huge discount on their current magazines.

12
They are also again providing a cash discount based on the subscription values purchase done by the
customer. The following tables shows the cash discount slab.

Outlook has done partnership with American Tourister Company. The customer will get American
Tourister Travelling bag on above Rs.5899/- subscription and a Duffle Stroller on above Rs. 8549/-
subscription.

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The below image is a snapshot of KNOWLEDGE JOCKEY sample of Outlook where the sales
done by us is tracked. It tracks the date, time, amount, customer name, email id, mobile number
of the customer.

LITERATURE REVIEW:
Prior to start any study, it is immensely relevant to understand the articles and exploration papers that have
the idea or the information about this study previously too. These all writings are beneficial for us in
fostering a perfect base for our investigation and provide us the data that can be employed during the
study. It additionally helps in fostering the aim of our research
Liking is an individual's feeling of joy or sadness coming from contrasting an item's presentation in
connection with their assumptions. Numerous organizations focus on high fulfillment since customers
who are possibly fulfilled attempt to switch when a superior offer comes to them. The liking of customers
is the consequence of a drawn-out connection between the brand and the shopper, as the new learns on
the most proficient method to connect the brand with a picture and consider it to be excellent. The
information on liking is significant with respect to various activities done at a progressive level, important
for the endurance.
The study of Consumer inclinations:
The hypothesis of normal decision comprises of attitude segments which thus addresses the premise of
shaping a liking. This hypothesis gives us a model which helps in understanding the manner shoppers
liking are shaped and giving us, in a correct way, with the fundamental strategy for inspecting and
foreseeing the development of purchaser likings.
In the wake of inspecting the manner in which buyer likings are shaped, as for the hypothesis of rational
decision, we can say that, to comprehend the purchaser liking, it is imperative to decide their needs and
requests in regards to the performance engaged with the buy, the passionate outcomes and furthermore
the abstract estimates the shoppers use to recognize the tendency for an item or assistance as against the
others.

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How customers decisions and preferences are made:

Trust that the

decision will guide to
certain ideal choice.

Estimating the
Outcome
Trust that the
decision will guide to
certain ideal feelings.

Intention Preference

Trust that the

decision is
considered right by
others.

Contrasting personal
standards
Trust that the
decision is
considered right by
others.

Client Loyalty
Buying membership to a magazine which really implies purchaser's loyalty, is a significant factor that can
decide the magazine's displaying approach.
Cunningham (1956) characterized brand devotion as that piece of utilization which is only committed to
one brand that the client regularly purchases.
As indicated by Drucker (1954), the guideline reason for any brand is to make fulfilled clients. Increased
faithfulness has been found to prompt increased income (Fornell,1992, Anderson and Lehman 1994)
and decrease in the expense of future exchange (Reichheld1996; Bolton1998).
Day (1969) proclaim that brand faithfulness includes more than the constant acquisition of a similar brand,
it's anything but a habit. In view of this argument, Jacoby (1971) developed a system that assembles client
behavior and client routine. The behavior viewpoint refers to the steady repetition of purchasing an item
over a time of years (membership). Habit manages the client's desire to purchase an item once more. Client
loyalty includes an understanding habit, yet additionally a year involved relationship between the

15
magazine and the client. The understanding habit, which prompts client faithfulness, is joined with a series
of rules, like the method of purchasing magazines, understanding time and individual qualities as well as
the destination or place. That is the reason a supporter, for instance, may have various perspectives in
transit of purchasing a magazine than an occasional purchaser.
Hence, as indicated by Dick and Basu (1994) and furthermore Oliver (1999), client loyalty begins with
a routine that may occasionally forms a relationship with the brand.
The Pricing and Quality of Content
The nature of content just as the cost of magazines is a significant variable that impacts pursuers either in
a positive way or a negative way. Content is a significant factor so that the pursuers can find out about the
nature of a magazine and accordingly affects the client behavior.
As per Berry (1995), certain segments and various components are parts of significant value, so an entire
organization may be described as a quality organization. Hence an association that is reliable as far as
monetary outcomes and performance is a decent indication of content quality for magazine clients.
John O Shaughnessy (1987) marketing procedure is a broad idea of how assets are to be used to make
market progress. The substance for a marketing procedure shows how the critical features of the
contribution (4 Ps of marketing i.e., Place, Promotion, Price, Product) are planned to accomplish
organization objectives.

Bond joining the Magazine Quality and Subscription:

The quality viewpoint that impacts the connection between a magazine and its user may include any
outside factors, for instance low cost, timely transportation and the editor’s reputation in the market. It
might likewise include some inner factors, for example, the cover print and design, paper quality, the
nature of articles. The scope of information, magazine's sources and the inclusion of stories additionally
has an effect in the pursuer's fulfillment and membership (Gronlund, 2002).
Various research conclude that magazines are more a help and not simply an item, so it is important to
concentrate on the consistent membership service. Continuous help implies the members take a magazine
and get a special discount on the price for a significant period, normally a couple of years.
Narsimha Rao P.V.L customer review (2005) press keeps on growing occasionally. Press adds thirty-six
million shoppers over the most recent two years to three years the quantity of purchaser of magazines set
up among those who aged 15 years or more is developing 4% consistently.

16
METHODOLOGY USED FOR THE STUDY:
The approach used for this research is split into 5 stages:
Stage 1: Product Knowledge and Training
It basically gives an outline of the journals of Outlook Group India exhaustively. It made us realize how
one journal is different from other journals, as far as highlights, target clients, membership, and course.
Since, it is a print media; we become familiar with the how a print media functions, how costing assumes
an important part in deals and marketing.
Stage 2: Identification of portions
The market of India is immense, in this way, fulfilling the necessities of different clients. Hence, in the
second stage recognizable proof of new section is must. Sections like land, retails, clubs, inns etc. were
distinguished.
Stage 3: Tele-Calling
This is the method in which we settle on decision to the client and request that they buy the membership
on the web. This included calling individuals of various organizations.
Stage 4: Generation of deals
Helping the deals and promotion group in advancing deals by changing over individuals into the clients.
We called individuals and explained them about the magazine and its advantages lastly close the sales on
a hopeful note.
Therefore, these trading’s were created as per the targets.
Stage 5: Questionnaire review
The review is completed to realize the current market patterns in each fragment and to break down
competitor’s items in that specific section.
The origin of data collection: The study depends on both the Primary and Secondary information.
Primary data:
For gathering the primary information, the review was done through poll, which was actually given to
various individuals via a link and was filled through communicating with various age, gender, and
professions.
Secondary information:
For hypothetical outline, secondary information was gathered from various sites and study papers.

Research Design:
The procedure to be utilized would be a Descriptive Research Design.

17
Sampling Methods:
There are two techniques for choosing tests from the population:
• Non-Probability sampling
• Probability Sampling
In this study, I have utilized the primary method, for example the Non-Probability Sampling, due of the
time limitation and furthermore to assemble as much data as could reasonably be possible.
• Sampling procedure:
At first, an unfinished copy was arranged remembering the target of the study. A research was done to
know that how exact the Questionnaire would be helpful to get the data. After going through the
questionnaire and doing certain major changes the questionnaire was finalized. In this manner the study
is proved to be advantageous for my research which is a basically of a Non probability sampling.
• Sampling Unit:
The applicants those who were approached to fill out surveys, are the testing units. These include
individuals from various professions in India.
• Sample Size:
The sample test size was limited to just 100, which contained mainly of people groups from various locales
of India.
Questionnaire:
An organized poll would be planned, and the client preference would be resolved using the study and
perception method.

ANALYSIS AND INTERPRETATION OF DATA/INFORMATION:

Que1. What is your Gender?

Male vs Female

45%

55%

Female Male

18
The above pie chart reflects that out of 100 people who have filled the form, 55% (i.e., 55 people) were
male and 45% (i.e., 45 people) were female.

Que 2. Your Profession?

Profession

5%
10%
30%

55%

Self-Employed Student Govt. Job Home maker

The above pie chart reflects that the maximum number of subscribers are students with 55% score,
followed by Self-employed which is 30%, Government job which is 10% and then the Home makes with
5%.
Que 3. Do you prefer to read Magazines?

Prefer Magazine

7%

93%

Yes No

From the above chart we can see that out of 100% of test subjects 93% people prefer to read magazine
while 7% do not read magazines at all.

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Que 4. Which magazine is your favorite?

Magazine name preference

35%
31%
30%

25%

20%
15%
15% 12% 12%
10% 10%
10% 8%

5% 2%
0%
Outlook India Outlook Outlook Business Money Travel Others
Today Money Travel Today Today Today

From the above bar chart, we can see that 31% of people prefer TOI i.e., Times of India Magazine, 15%
people prefers Outlook Travel, 12% Outlook and Outlook Money, 10% Travel today, 2% Money Today
and 8% of people prefer other magazines.

Que 5. Which edition do you prefer?

Edition

30%

70%

Print Digital

From the above pie chart, we can see that around 70% of people prefer digital edition of the magazine and
30% prefer to read the things from the printed magazines.

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Que 6. Outlook Magazine provides relevant data or information.

Relevant Data
80%

70% 67%

60%

50%

40%

30%
18%
20%
8%
10% 5%
2%
0%
Strongly Disagree Neutral Agree Strongly Agree
Disagree

The above bar chart reflects that 67% of people agree with the statement that the Outlook provides relevant
information data. 8% strongly agree on this statement while 18% have no views on this. Around 2% of
people disagree with the statement and 5% strongly disagree.

Que 7. For subscribing magazine which payment method do you prefer?

Payment mode

21%

69%

Online Cash

From the above pie chart, we can directly tell that 21% of people prefer to pay via cash while 69% of
people are ok with paying online.

21
Que 8. Outlook's magazines and gifts are good and meaningful?

Gifts are meaningful

23%

67%

Yes No

The above pie chart reflects that 23% of people find the gifts meaningless while 67% of people consider
it to be good and meaningful.

Que 9. What difficulties did you face while receiving the magazines?

Problems faced
3%

10% 20%

67%

Customer Service Delivery Time News Content Others

From the above pie chart, we can see that around 67% of people had issues with the delivery time, 20%
had problem with the customer service, 10% didn’t like the content while 3% of people had other issues.

22
Que 10. While buying a magazine how much does the PRICE factor affects? (1 being the lowest and
5 being the highest)

Price factor
60%
54%

50%

40%

30%
20%
20% 16%
11%
9%
10%

0%
1 2 3 4 5

From the above bar chart, we can say that around 54% of people are highly affected by the price while
buying a magazine while 9% of people don’t care about the price. 20% are affected but not that much as
compare to the 54% of people. 18% of people have no objections on the price factors while buying a
magazine.
Que 11. While buying a magazine how much does the BRAND factor affects? (1 being the lowest
and 5 being the highest)

Brand Factor
50% 46%
45%
40%
35%
30%
24%
25%
20%
15%
15%
10%
10%
5%
5%
0%
1 2 3 4 5

From the above bar graph, we can say that 46% of people are affected due to Brand factor, it means that
46% of people consider brand as a deciding factor while buying a magazine. 5% of people do not care
about the brand of the magazine and 15% of people don’t thing brand as a deciding factor.

23
Que 12. While buying a magazine how much does the CONTENT factor affects? (1 being the lowest
and 5 being the highest)

Content Factor
80% 76%

70%

60%

50%

40%

30%
20%
20%

10%
1% 1% 2%
0%
1 2 3 4 5

From the above bar graph, we can say that 76% of people are affected due to Content factor, it means that
76% of people consider brand as a deciding factor while buying a magazine. 1% of people do not care
about the brand of the magazine and 2% of people don’t thing brand as a deciding factor. In a nutshell we
can say that more than 90% of people take content factor as a deciding factor for buying a magazine.
Que 13. While buying a magazine how much does the COVER DESIGN factor affects? (1 being the
lowest and 5 being the highest)

Cover Design Factor

30%
25% 25%
25%
20%
20%
15% 15%
15%

10%

5%

0%
1 2 3 4 5

From the above bar graph, we can say that 25% of people are affected due to Cover Design, it means that
25% of people consider brand as a deciding factor while buying a magazine. 20% of people do not care
about the brand of the magazine and 15% of people don’t thing brand as a deciding factor.

24
So, from above all the data we can conclude that Content is a very important factor people think of while
buying a subscription on which the company should focus. The content is follows by the price then by
brand name and lastly by the cover design.

SWOT ANALYSIS:

Strengths:
1. It is known as one of the biggest magazines selling company in India with a distribution over and above
one and a half million magazine copies.
2. The parent organization works on a few other effective magazines, for example, Career 360, Indian
Heritage, 52 weekends, Holiday places and so forth
3. The parent firm is very well known in the Indian media industry.
4. Great membership loyalty gifts and direct way to deal with the client.
5. Proficient and quick conveyance framework via Blue Dart
6. They provide Hindi magazines separately also.
7. Six distinct journals which cover remarkable portion of the market and full-fills the requirements of
various age people having a place with various areas.
8. OUTLOOK doesn't duplicate the substance from web and glue in its magazines. All the data is original
and relevant.
9. Outlook has efficient and well-trained labor, who approach straightforwardly and indirectly as well, to
the pursuers.
10. It provides you numerous times address change adaptability and charge nothing for the help.
11. It is famous for its scope of magazines, membership scheme offers (likewise accessible with web
release) and give energizing hampers to the clients.
Weakness:
1. Cost of certain magazines is high.
2. Client insight that Outlook serves to a political group even though they promise to deliver unbiased
news.
3. It requires 6 weeks and more in conveying first copy of magazine of the member and three weeks if
there is an occurrence of address change.
4. Outlook requires three months and more in conveying the gift hampers. Sometimes the hampers are not
delivered at all.
5. Inspite of being one of the main magazines in India, it's not well known universally.

25
6. Rivalry from other free web media has diminished its brand faithfulness.
7. They are hesitant in advancing their very own portion items.
Opportunity:
1.They can expand their distribution by providing special membership scheme to universities and
workplaces.
2.By utilizing the virtual and online media space, the magazine can build its popularity.
3. It can use its parent organization as a huge media experience.
4. It has numerous items catching all areas data so it's an opportunity to turn into a market boss.
5. Outlook weekly is awesome and viable magazine. This is the public interest
magazine.
6. Outlook has a chance to advance its magazine at worldwide level with worldwide release.
7. Outlook can expand its product offering by dispatching new magazines, such as auto-mobile, modeling
and fashion magazine, career magazine and OUTLOOK innovation, these can lead in increase of market
share of OUTLOOK.
Threats:
1. A solid competition is faced by them due to the various worldwide brands that are entering in India.
2. Due to the news present online the print media is facing severe issues.
3.Many of the distributing media houses in India are selling weekly magazines that can possibly take
readership. Existing rivals in the market are expanding the product offering.
4. India today has effectively seized the huge portion of the overall media industry.
5.Perception of pursuers is that OUTLOOK favors Congress party and doesn't compose anything against
the that political party.

RESULTS AND DISCUSSIONS:

• It is seen that most of the members are male (about 55%).
• Majority of the members are students and the self-employed and individuals of the organization.
• Majority of the people (93%) prefer to read magazines.
• India Today an immediate contender of the Outlook Group has been discovered to be top pick among
the magazine readers.
• Anytime the Print version is liked over the Digital Edition.

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• Majority of the members (67%) accept that the Outlook magazines provides relevant data.
• Mostly individuals will to make the installment on the web followed by the cash.
• Nearly 67% of the Outlook members deal with issues of delivery, though 20% accept that the client
support isn't sufficient.
• Gifts are a significant fascination for the clients.
• Most of the members/individuals believe that content ought to be given the main preference (76%),
trailed by the price (54%), brand factor (46%) and afterward the cover page (25%).
Considering the hampers which are a significant appreciation to buy magazines ought not be the decision
of the clients as individuals should focus on perusing and not simply buying in the magazines for goodies
or hampers. Outlook should develop the client support just as the conveyance time so as more number
gets drawn in towards their magazines as opposed to India Today. Better client assistance will prompt
retention and expansion in deals for the media publishing house.

CONCLUSION:
The name “Outlook Group” is a very decent and well-known name in the business of magazine and is
recognized as one of the best of 4 magazines in the print media business of India. This year they were
awarded the second position. Its normal audience is expanding in the nation however it should be alert of
its rivals. India Today is one of the greatest rivals of Outlook India. The fundamental problem with
Outlook's advancement methodology is that its dependency is a lot on deals for enlarging the flow of its
product. To do this a showcasing plan should be devised by Outlook, except for the restricted time. These
limits are really taking care of them with some good expanding in deals. The news-paper stands and
trading leaders stay to be the most extensive source of deals only because they don't promote a lot, or it is
irrelevant. Lastly, but the most important thing Outlook should work more on their delivery service.
Customers are not satisfied with their delivery service and have been complaining since a long time.

RECOMMENDATIONS:
1.Effective special plan – a system for purchaser inspiration:
It is very needed to motivate the buyers to buy the subscription of magazine for uplifting the trading’s and
clearly a bigger section of the shoppers won't be getting encouraged until they acquire their needs. From
the review carried out in the market it was observed that the inspiring factors are the goodies or hampers
along with the readerships and according to the larger part of the shopper’s good hampers are the one with
which a great brand esteem is related, and which can offer a superior utility.
2. Customer maintenance:
It's an ordinary saying that purchaser obtaining is acceptable, conservation is superior. This is due to the
purchasers held is like 5 new purchasers as the cash spent for obtaining a purchaser is way more than the
cash spent to retain a purchaser. From the data obtained by Outlook, it is observed that Outlook fails to

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help purchasers’ maintenance. Outlook needs to figure and carry out buyer’s maintenance and faithfulness
projects to retain the buyer.
• Greet the clients with energizing goodies and hampers during uncommon events.
• Sell the readers reestablishment at special prices.
• Auto reviving of membership.
• Allow a specific grace period for readership expiry.
• Send faithfulness hampers and gifts to the members.
• Organize amusement occasions for the members.
3. Improved magazine – for client loyalty:
To improve client faithfulness and increment deliberate deals Outlook magazine needs to chip away its
shortcomings. Since the type and quality of content and inclusion are emotional, just as the clients'
assumptions regarding them Outlook needs to know and understand that what are shortfalls of the current
context and inclusion of their magazine. For this they ought to go for detailed review and client’s criticism
so it can go to the bottom of the clients' assumptions to the expectations as far as the magazine context
and inclusion are concerned. When the buyer assumption is differentiated then Outlook should rebuild
their magazine by carrying out the buyer basic requirement and demand to refine their fulfillment level
which will thusly support the magazine just as trading.

REFERENCES:
http://www.outlookindia.com/aboutus.aspx, last browsed on 26th June, 2014
http://www.outlooktraveller.com/, last browsed on 26th June, 2014
http://www.outlookbusiness.com/, last browsed on 26th June, 2014
http://www.outlookmoney.com/, last browsed on 26th June, 2014
http://www.docstoc.com/docs/65091774/Research-Analysis-on-Consumer-Buying-
Behaviour, last browsed on 1st July, 2014
http://www.globeco.ro/wp-
content/uploads/vol/split/vol_1_no_1/geo_2013_vol1_art_015.pdf, last browsed on 1st July, 2014
https://www.academia.edu/2322257/Consumer_Magazine_Subscription_The_Roles_of_Cust
omer_Satisfaction_and_Content_Quality, last browsed on 5th July, 2014
http://www.studymode.com/essays/Study-Of-Customer-Prespective-Towards-Outlook-
505788.html, last browsed on 5th July 2014

Books
Blackwell, R., Miniard, P. and Engel, J. (2006) “Consumer behavior”, Mason: Thompson

Kotler, P. and Keller, K. (2011) “Marketing Management” (14th edition), London: Pearson

28
 Education Gabbott, M. and Hogg, G. (1998). “Consumers and services”, Chichester: John Wiley
& Sons.

ANNEXURE:
Questionnaire -

29
30
31
Other activities:
During my internship, other than the SIP report I was given other tasks to perform. There were mainly
two tasks:
1) Sales
2) Analytics.

We were given with 5 tasks, of which one was sales and rest were from analytics.
1) Sales - We were asked to sell the magazines. The company mentors briefed us about the types
of magazines, their cost, content and features. They also told us about special services and gift hampers.
2) “Incinerator” - We were asked to analyze the data and come up with 5 problems and their solutions.
I simulated this on SPSS software.
3) “Tree Making” - We were asked to analyze the data and the variables. Task was to make Tree
Making/Decision tree. This was executed on Excel.
4) “MRA Analytics” - We were asked to use XLMiner and Analyze all the parameters of the model and
prepare a descriptive report with two problem statements.

32
5) “Forecasting” - We were asked to do the forecasting and to calculate seasonindices, de-
seasonalization, Actual to moving sales.

TURNITIN REPORT:

33
 Undertaking from SIU Authors before Communicating Manuscripts to any
Journals/Books/Proceedings, etc.
Institute/Department name: Marketing Ref. No. 20020441080

I / We, the following author(s)

Sr. Sequence Authors name Affiliation & Email & Mobile Type of
No. of authors [Put an asterisk Place Contribution of
in (*) if you are the the author in
submitted corresponding research and/
ms author] or research
paper
1. 1st author Apoorva Dihiye Student at Apoorva.dihiye2022@sims.edu
SIMS, Pune 9922949989
2. 2nd author
3. 3rd author
Note: Put additional rows in case of more number of authors

hereby give an undertaking that the manuscript entitled-Impact of Higher education imparted by Indian Universities
on Pro sustainability orientation of students
to be communicated to the journal/book/proceedings, etc. Journal of Applied Research in Higher Education
has been checked for its Similarity Index for Plagiarism through authentic Turnitin software tool; and that the
document has been prepared by me/us and is my/our original work and free of any plagiarism. It was found that:
1. The Similarity Index (SI) was:
(Note: SI range: 0 to 10%; if SI is >10%, then authors cannot communicate manuscript; 2%
attachment of SI report is mandatory)
2. The ethical clearance for research work conducted obtained from: NA
(Note: Name the consent obtaining body; if ‘not applicable’ then write so)
3. The source of funding for research was: Symbiosis
(Note: Name the funding agency; or write ‘self’ if no funding source is involved) International (Deemed
University), Pune
4. Conflict of interest: No
(Note: Tick  whichever is applicable)
5. The material (adopted text, tables, figures, graphs, etc.) as has been obtained
from other sources, has been duly acknowledged in the ms: Yes
(Note: Tick  whichever is applicable)

In case the above-furnished information is found false at any point in time, then the University authorities can take
action as deemed fit against all authors.

Signature & Full Name

of the Corresponding/Lead Author
Date: 17th July, 2021
Place: Pune Endorsement by
Encl. Similarity Index report Academic Integrity Committee (AIC)

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