SUMMER TRAINING PROJECT REPORT

Submitted in partial fulfillment of Masters of Administration

Session- 2020-2021

A Study on Consumer buying behaviour towards Outlook magazines with

Reference to Kanpur

Submitted by:

[Sarthak Mishra]

[9453441918]

Company guide Internal Guide

[Mr. Ajay Kumar Singh ] [Mr. Brijendra Pratap Singh]

[Associate Manager] [Faculty-Masters of Business Administration]

PRANVEER SINGH INSTITUTE OF TECHNOLOGY,

COLLEGE OF ENGENEERING

Affiliated to Dr. A.P.J. AKTU

 DECLARATION

I hereby declare that this submission is my own work. It contains no material previously
published or written by another person, nor has this material to a substantial extent been
accepted for the award of any other degree or diploma of the university or other institute of
higher learning.

Sarthak Mishra
 ACKNOWLEDGEMENT

Research Project Report is the one of the important parts of MBA program, which has helped
me to gain a lot of experience, which will be beneficial in my succeeding career. For this with
an in effable sense of gratitude I take this opportunity to express my deep sense of
indebtedness and gratitude to Dr. Ajit N. Shukla of PSIT COE and Dr. Harit Kumar Yadav,
Head of Business Administration Department, for their encouragement, support and guidance
in carrying out the project. I am very much thankful to, my Project Guide Mr. Brijendra
Pratap Singh, Faculty – MBA Department for his interest, constructive criticism, persistent
encouragement and untiring guidance throughout the development of the project. It has been
my great privilege to work under his inspiring guidance. I am also thankful to my parents and
my friends for their indelible co-operation for achieving the goals of this study.
 EXECUTIVE SUMMARY

I, as a Management intern was engaged with Outlook group, New Delhi. I worked in a Sales
department for 45 days. It was a very educative and professional experience and thereby
gaining a practical overview of the corporate work culture. The Project ―A Study on
Consumer Buying Behaviour with respect to Outlook Magazine‖ is an attempt to find out the
factors affecting the consumer buying behaviour of Outlook magazine subscribers. To find
the impact of branding on consumer buying behaviour. To examine the relationship between
monthly income and price sensitive attitude to study the relationship between profession and
experience of Outlook magazine ‘s customers. To assess the relationship between
promotional strategy of celebrity endorsement and experience of Outlook magazine ‘s
customers. The analysis revealed that there are some factors like convenience, delivery
service, branding which leads to customer loyalty. It was found from the study that there is no
significant relationship between income and price sensitive attitude of customers. It was
inferred that there is no significant relationship between profession and experience of
customers. It was found that there is significant relationship between celebrity endorsement
and experience of customers. My study is descriptive in nature and I have used simple
random sampling.
 TABLE OF CONTENTS

 CHAPTER 1: INTRODUCTION

(1 - 7)
 General introduction about the sector (Page no. 2 - 3)

 Industry Profile (Page no. 4 - 7)

 CHAPTER 2: COMPANY PROFILE

(8 - 35)

 Origin of the organization (Page no. 9 - 15)

 Vision, Mission & Quality Policy (Page no 16)

 Growth and development of the organization (Page no 17)

 Present status of the organization (Page no 18)

 Functional departments of the organization (Page no 19)

 Organization structure and organization chart (Page no 20)

 Product and service profile of the organization/ competitors (Page no 22 - 24)

 Market profile of the organization (Competitors ‘information n, SWOT analysis,

Literature Review) (Page no 25 - 35)

 CHAPTER 3 STUDY OF THE SELECTED RESEARCH

PROBLEM
(36 - 45)
 Statement & Introduction of the research problem (Page no 38 - 41)

 Statement of the research objective (Page no 42)

 Scope of Study (Page no 43)

 Limitations of the research (Page no 44)

 Research design and methodology (Page no 45)

 CHAPTER 4 DATA ANALYSIS AND INTERPRETATION

(46 - 61)

 Meaning of data analysis, interpretation and Importance (Page no 47)

 Charts showing the results obtained by survey, and data interpretation. (Page no 48 -
61)

 CHAPTER 5 SUMMARY OF FINDINGS

(62 to 69)
 Summary of findings (Page no 63 - 64)

 Limitations of Study (Page no 65)

 Learnings (Page no 66)

 Recommendation (Page no 67 - 68)

 Conclusion (Page no. 69)

 BIBLIOGRAPHY (70 - 73)

 QUESTIONNAIRE ( 74 - 79)
 CHAPTER 1
INTRODUCTION

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 GENERAL INTRODUCTION

Mass Communication In India

The recent past has seen India awaken to the call of media and this fact has led to major
Developments in the Mass Communication study-sectors across India, which in turn has
Led to the establishment of various media houses- be it newspaper agencies or TV
Channels or advertising firms, etc. Today, the media plays a very important role in every
Individual ‘s life.

Initially, common people were not very bothered about what the media was doing and media
was strictly restricted to the government and the business houses. But today,
Every common man ‘s problem is constantly reflected through media. And there is hardly
Any section of the society or any issues that are not taken up by the media. In fact, media
Has become a platform where common men can raise their problems and demand justice
To any issue that is in circulation. Media has indeed become an integral part of a common
Man ‘s life.

Motive of Mass Communication Section

Media stands as an attractive career prospect to the youth of today. So, we have introduced
this section so that an individual can become familiar with the various streams that make up
Mass Communication and also become aware of what Mass Communication has to offer him
in terms of career. What we have done here is that we have taken up each stream and listed
the various colleges across India providing that particular media course, be it journalism or
Public Relations or Cinematography, Advertising, etc. We have tried our best to provide
accurate and updated details about the Mass Communication courses and Mass
Communication institutes across India.

However, if you encounter any discrepancy in the details of the Mass Communication
courses and Mass Communication institutes provided here, do write to us. We welcome any
kind of feedback that will improve the quality of the site, a site that strives to provide the best
information on Mass Communication courses and Mass Communication institutes in India.

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Present Media of India

Media of India consist of several different types of communications media: television,

radio, cinema, newspapers, magazines, Internet-based Web sites. The Indian media
was initiated since the late 18th century with print media started in 1780, radio
broadcasting initiated in 1927, and the screening of Auguste and Louis Lumière
moving pictures in Bombay initiated during the July of 1895 —is among the oldest and
largest media of the world. Indian media—private media in particular—has been “Free and
Independent" throughout most of its history. The period of emergency (1975–1977), declared
by our late Prime Minister Mrs. Indira Gandhi, was the brief period when India's
media was faced with potential government retribution.

The country consumed 99 million newspaper copies as of 2007—making it the second

largest market in the world for newspapers. By 2009, India had a total of 81,000,000 internet
users—comprising 7.0% of the country’s population, and 7,570,000 people in India also had
access to broadband internet as of 2010— making it the 11th largest country in the world in
terms of broadband Internet users. As of 2009, India is among the 4th largest television
broadcast stations in the world with nearly 1,400 stations.

The organization Reporters Without Borders compiles and publishes an annual ranking of
countries based upon the organization's assessment of their press freedom records. In 2019

India was ranked 81th of 178th countries, which was a setback from the preceding year.

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 INDUSTRY PROFILE

Origin and Development of The Industry:

The first printed newspaper appeared in Beijing in the 8th century A.D. The Chinese did
the printing using separate wooden block for type, which could be used over &over again.
The Koreans also followed the Chinese. Printing ink & paper were
Developed in china & Egypt. But the whole process of printing had a stunted growth in Asia
Europeans, on the other hand, used the new process on large scale. They benefited from the
popularization of printing, which led to the advent of affordable books & popular newspaper.
This also led to the democratization of communication.

The very first newspaper in the US was Public Occurrences-Foreign & Domestic,
published by Benjamin Harris, a bookseller in Boston, in 1690. Harris could not continue
publication as he was imprisoned by the British authorities for printing without ‗prior
consent‗. Then came another newspaper, the Boston Newsletter in 1704. James Franklin,
brother of Benjamin Franklin, published the New England Courant in 1721.

First Printing Press In India: -

The first printing press arrived in India on 6th September 1556 & was installed at the
college of St. Paul in Goa.

The First Indian Newspaper: -

First printed newspaper of India was in English edited & published by James Augustus
Hicky, an employee of East India Company. It was named Bengal Gazette which came
out on 29th January 1780. Soon many other weeklies & monthlies such as Indian Gazette,
Calcutta Journal, Bengal Harkara, John Bull in the East came out during the 17th & 18th
century.

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The Major Indian Language Newspaper: -

Digdarshan was the first Indian language newspaper. It started in April 1818 by the Serampur
missionaries William Carcy, Joshua Marshman & William Ward. They soon started another
journal in June of the same year & named it Samachar Darpan. The famous Raja Ram Mohan
Roy also brought out periodicals in English, Bengali & Persian. Some of Roy’s papers were
Sambad Kaumadi, Brahmical Magazine, Mirat-ul-Akhbar, and Bangadoota & Bengal
Herald.

ASSAMESE: Amnodaya, a distinguished journal in the Assamese language was started in

1846 under the editorship of the Reverend Oliver.T. Cutter.

GUJARATI: The newspaper with the greatest longevity in India, Mumbai Samachar was
also the first Gujarati Newspaper. It was established in 1822 by Fardunjee Marzaban as a
weekly & then became a daily in 1832.

HINDI: The first Hindi daily was Samachar Sudhavarshan (Calcutta, 1854). Later
Samayadant Martand, Banaras Akhbar, Shimila Akbar & Malwa Akhbar came out. Calcutta
was the birth place not only of English, Bengali & Hindi journalism. The first Urdu
newspaper was published by Urdu Akhbar in the second decade of the 19th century.

KANNADA: Kannada Samachar was the earliest Kannada journal, according to many
scholars. But others think that the first Kannada journal was Mangaloora Samachar. Later
Subuddhi Prakash, Kannada Vaatika, Amnodaya, Mahilaasakhi & Sarvamitra came out
during the 18th century.

MALAYALAM: Mathrubhumi, Malayala Manorama, Kerala Kanmudi are the main

newspapers of Kerala. The other daily newspapers are Desabhimani, Mangalam,
Madhyamam, Chandrika, Deepika etc.

5|Page
MARATHI: Darpan was the first Marathi newspaper started on 6 January 1832. Kesari &
Sudarak were other papers of the 18th century. Induprakash was an Anglo- Marathi daily
established in 1862.

ORIYA: The first Oriya magazine Junaruna was published by the Orissa Mission Press in
1849 under the editorship of Charles Lacey. Then came another publication from the same
press Prabhatchandrika, under the editorship of William Lacey. Utkal Sahitya, Bodhadayini,
Baleshwar Sambad Balika etc… started in the 18th century.

PUNJABI: Although Maharaja Ranjit Singh encouraged the development of Punjabi

journalism. The earliest Punjabi newspaper was a missionary newspaper. The first printing
press in Punjab was established in Ludhiana in 1809.

TAMIL: The first periodical Tamil Patrika a monthly was brought out in 1831 by the
Religious Tract Society in Madras; it lasted till 1833. The next periodical weekly was the
Dina Vartamani published in Madras from 1856 by the Dravidian press & edited by the
Reverend P. Percival. Later Swadeshamitran, Deshabaktan etc… were other papers.

TELUGU: Kandukuri Veeresaliongam Pantulu, known as the Father of the renaissance

movement in Andhra & the founder of modern Telugu, sparked a social reform movement
through his weekly Vivekavardhini. He also founded separate journals for women;
Satihitabodhini.

URDU: Sir Sayyid Ahmed Khan, a great educationist, judge & social reformer did much for
the development of Urdu journalism.

6|Page
Growth and Present Status of The Industry:

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

Future of The Industry:

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

7|Page
CHAPTER 2
COMPANY
PROFILE

8|Page
 ORIGIN OF THE ORGANIZATION

It's an entrepreneurial journey that has spanned both 'old' and 'new' economies -- building
successful brick-and-mortar businesses to exploring the frontier world of convergence
technologies. About a quarter-century before the onset of the ICE age, the Rajan Raheja
Group made its beginning in the construction business. After building a huge presence in the
realty market, the Group diversified laterally into manufacturing, financial services and
media -- each venture initiated, and executed, to fulfil the objective of assuming leadership in
core areas.

The list of the Group’s successes is long and eclectic. Today, H&R Johnson (India) Limited
is the top name in ceramic tiles in India. Exide is the strongest brand of batteries in the
automotive and industrial field. Supreme Petrochemicals is the largest processor of plastic
materials in India.

The Group also joined hands with Oberoi Hotels as co-promoters of Trident Hotels and
luxury resort Rajvilas, which Conde Nast Traveller ranked as one of the 25 best villa
hideaways in the world.

Other triumphs include Templeton Asset Management (India) Ltd, a venture with the
Templeton Group which manages funds worth $220 billion; Prism Cement Ltd, with a
production capacity of 2.1 million tons; and Sonata Software, a leading name in this cutting-
edge field. As owners and operators of a fibre optic cable network in Kerala through Asia net
Satellite Communications, the group is also a significant stakeholder in the growing
convergence business in India.

9|Page
 PROFILE OF THE ORGANIZATION

A Rajan Raheja Group

Mr. Rajan Raheja is the owner of OUTLOOK group

Date of Establishment: October 1995

Headquarter Address: AB-10, S.J. Enclave, New Delhi - 110029, India

Branches: Mumbai, Kolkata, Chennai, Bangalore and Hyderabad

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

Most of the Group Companies has a leading position in Market share, Technology,
Brand, Distribution or Profitability. The Rajan Raheja Group is a Strategic/Financial
Partner in many of the businesses where it has management control. It is also an equal JV
Partner/strategic investor in quite a few ventures.

Highlights:

Total Turnover: Over Rs. 86 billion ($ 2.1 billion)

Total Capital Employed: Over Rs. 57 billion ($ 1.4 billion)

Total Employees: 19,000

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 Companies Under Rajan Raheja Group

1.R. Raheja Properties (Property Development)

As understood by name this wing of Rajan Raheja Group is dealing in property. It is a

Real Estate Development Group of the company and developing numerous prestigious
Residential and commercial complex in Mumbai.

2.H & R Johnson (India) Ltd. (Ceramic Tiles)

It deals in manufacturing of Ceramic Tiles. Started in collaboration with H & R Johnson

UK and in 1993 they acquired H & R Johnson (India) Ltd.

3.Exide Industries Ltd. (Battery)

This is a common brand dealing in Automotive and Industrial battery segment.

4.Prism Cement Ltd. (Cement)

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A cement production company commissioned in June 1997, and has a plant in Satna,
Madhya Pradesh.
5.RMC Ready mix (India) Pvt. Ltd. (Concrete)

RMC stands for Ready Mixed Concrete which was established by RR Group in India

6.Asia net Satellite Communications Ltd. (Cable TV)

A well-Known Cable TV network in Southern state of Kerala since 1999, in which group
Owns 100%.

7.Outlook Publishing (India) Pvt. Ltd. (Publishing House)

8.Globus Stores Pvt. Ltd. (Retailing)

Apparel Retailing the group has set up a chain of apparel stores under the name
―Globus‖. Fully owned by the group company, the focus of Globus is to build Globus & F21
as strong fashion led brands for apparel. The company has a strong design and supply chain
team. It is one of the few brands in India which has apparel products in all major categories

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for men, women and kids. 18 stores across India, 15 more stores to open shortly and plans to
expand to 125 stores in 4-5 years makes Globus a formidable player in the retail business. It
is well on track to become India ‘s largest own brand apparel chain. The company has
recently launched Globus Inter-Exchange which is India ‘s first retail youth portal –
www.gix.in

9. Hathway Cable and Datacom Pvt. Ltd. (Cable TV)

The company dealing in Cable Television in which group owns 63% with Star TV having
22%.

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 JOINT VENTURES

1. Food world Supermarkets Ltd. (Retailing)

The group has an effective stake of over 25% in FSL. Dairy Farm (part of Jardine Matheson
group) that controls 49% stake is an Asian focused retailer operating supermarket,
hypermarkets, convenience stores, health & beauty stores, home, furnishing stores &
restaurants. Dairy Farm operates 3300 outlets in 8countries / territories with 62000
employees and has sales of $5.5 billion. FSL has 58stores in Bangalore, Hyderabad &
Chennai. The company plans to expand to over 250 stores within 4 years, with a turnover of
Rs. 15 billion ($320 million).

2. Health & Glow (Retailing)

Health & Beauty Retailing. The group has an effective stake of 25% in the company. Dairy
Farm controls a 50% stake. The company has 43 stores in Chennai, Mumbai, Hyderabad,
Vizag & Bangalore with an annual turnover of Rs. 640 million ($16 million). Expansion
plans to cover 240 stores within 4 years, with a turnover of Rs. 1.9 billion ($40 million) are in
the wings.

3. ING Vyasa Life Insurance Co. Pvt. Ltd. (Insurance)

A JV between following companies:

• Exide with 50 %.

• ING Group N.V. Netherlands with 26 %

• Ambuja Cement and Enam with rest of holding.

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4. ING Vyasa Mutual Fund (MF)

The Group has a 39% stake in the company; ING controls a 42.5% stake with Kirti
Equities holding the balance.

5. Sonata Software Ltd. (Software)

The Rajan Raheja group is one of the co-promoters of the company, which is one of the
Leading software companies in India.

6. Supreme Petrochem Ltd. (Petrochemical)

The Rajan Raheja Group are co-promoters of Supreme Petrochem Ltd. Along with
Supreme Industries Ltd., the largest processor of plastic materials in India.

7. Raj Vilas & Trident-Hilton (Hospitality)

This group is a co-promoter in Hospitality Industry with Oberoi Rajvilas Group.

8. J.W. Marriott (Hospitality)

The group is a co-promoter of the prestigious J. W. Marriott, Mumbai. Globus Stores Pvt.
Ltd.

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 VISION MISSION OF COMPANY

Mission

 To deliver superior value to our customers, shareholders, employees, and society at

large.

 Build a dynamic team of committed and passionate employees through sustained

Learning and grooming.

 Develop mutually beneficial relationships with our business partners.

 Employ cost – effective processes and thereby create a strong organization.

Vision

To be a premium global conglomerate with a clear focus on the business.

Values

1) Integrity
2) Teamwork
3) High achievement
4) Service excellence

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 GROWTH AND DEVELOPMENT OF THE ORGANIZATION

India offers a promising market for the print media industry. The expected CAGR of 12 per
cent up to 2011 is a result of the increasing rate of literacy and thus the increase in the
number of people reading newspapers and magazines. Also, the demand for the latest events
in the country and the world is driving the newspaper industry growth. In 2011, the print
media is expected to reach Rs. 19,500 crores from its present value of Rs. 10,900 crores.

The bright future and the immense scope of the Indian print media have also aroused the
interest of foreign investors and recently the government has opened up the sector to foreign
investment. Foreign media has also shown interest in investing in Indian publications. The
revenues for India’s newspaper market are generated from advertising and circulation. India's
growth rate in this segment is poised to be higher than the average rate of growth in the Asia-
Pacific region over the next four years. Digital printing, new ways of promotion and
distribution are the latest trends and content being the focus of the print media industry.

The company has grown marginally lower rate of 15% from past 10 years. Majority of the
respondent are influenced to buy the for the purpose of cover story and the contents in the
magazines.

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 PRESENT STATUS OF THE ORAGANIZATION

Market share of the organization

Magazine Brand Market Share

India Today 32%

Outlook 25%

Business Today 12%

Others 31%

Market Share

31% 32%
India Today Outlook

Business Today Others

12%

25%

FUNCTIONAL DEPARTMENT OF THE ORGANIZATION

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Marketing is very necessary for every organization. It helps organizations in determining
what product and services may interest customers and also strategies for use in product
development, sales and promotions.

ORGANIZATION STRUCTURE AND

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 ORAGANIZATION CHART

NAME DESIGNATION

Mr. Indranil Roy CHIEF EXECUTIVE OFFICER

Mr. Sandip Kumar Ghosh VICE PRESIDENT

Ms. Shrutika Dewan ASSISTANT VICE PRESIDENT

Mr. Diwan Singh Bisht GENERAL MANAGER, PRODUCTION

AND SYSTEM
Ms. Sasidharan kollery GENERAL MANAGER, HR

Mr. Shekhar Kumar Pandey CHIEF MANAGER

MR. Sunil Menon EDITOR IN-CHIEF

Mr. Kabir Khattar NATIONAL HEAD, RETAIL

Mr. Ashish Sawhney NATIONAL HEAD, MARKETING AND

SALES

ORGANIZATION STRUCTURE

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 CHAIRMAN

PRESIDENT President
President
(Personal (Enterprise
Business) (Home Business) Business)

SR. Vice President

Vice President

General Manager

Deputy General Manager

Assistant General Manager

Senior Manager

Manager

Management Trainee
PRODUCT AND SERVICE PROFILE OF THE OUTLOOK MAGAZINE
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Outlook has different kinds of magazines:

1. Outlook: Weekly (English), Outlook Hindi (in Hindi)

2. Money: Financial Magazine

3. Business: Business Magazine

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4. Profit: Share Market Magazine (Not now)

5. Traveller: Travelling Guide Magazine

6.Geo: Geographical Magazine (Not now)

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7. People: Celebrities Lifestyle Magazine

8. Marie Claire: Fashion Magazine

9. Career 360: Student’s Career Solution Magazine

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 Market Profile of The Organization

Outlook is the preferred magazine of 1.5 million readers in India, and sells more than 11.2
million copies over the year. The customers of Outlook fall under various categories like:

A. Universities

B. Libraries

C. Corporate

D. Household

E. Retail Customers

At OUTLOOK, guiding principles are:

Ø Customer service and customer satisfaction.

Ø Understanding the culture, social environment and individual customer

Requirements.

Ø to cater all varied needs of customers.

Ø They understand customer ‘s needs and wants and serve according to them

Requirements.

Ø They pride themselves on a friendly and open approach.

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

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

1. INDIA TODAY (competing with Outlook English magazine)

2. BUSINESS TODAY (competing with Outlook Business)

3. THE WEEK (competing with Outlook English magazine)

4. BUSINESS WORLD (competing with Outlook Business)

1. INDIA TODAY

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

The magazine ‘s leadership is unquestioned; so much so that INDIA TODAY is what Indian
journalism is judged by, for integrity and ability to bring unbiased and incisive perspective to
arguably the most dynamic, yet perplexing reason in the world. Breaking news and shaping
opinion, it is now a household name and the flagship brand of India ‘s leading multi-
dimensional
Media group. INDIA TODAY asks the most difficult questions and provides the clearest
answers.

The success of INDIA TODAY in English led to an idea; good journalism should not be
restricted by language. In a country with 12 major languages, the non-English readership of
hundreds of millions of millions could not and should not be ignored; it was deciding to
publish.

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

It is largest-circulated business fortnightly in India. It’s the best report of the business
topography of the newly liberalized India. As the wave of change sweeps business, economy
and society like never before, BUSINESS TODAY has ensured that its readers have all the
necessary upgrades to challenge tomorrow. It takes its readers deeper to give a complete
understanding of the world of business.

Ever since its inception in 1992, it has set one benchmark after another in business reporting.
It was first to do serious reporting on management theories. And then again, it’s the first to
bring whole new genre of business journalism-more up close and more incisive. Today,
BUSINESS TODAY commands the highest circulation and readership among all business
magazines in India.

3. BUSINESS WORLD

It is part of the ABP Group, one of India ‘s largest media groups and the brand leader in
eastern India. ABP also publishes Ananda Bazaar Patrika, a widely popular Bengali daily,
and the Telegraph, the largest and English daily in the eastern region. It also co-owns star
News television channel along with Rupert Murdoch ‘s star group. Business world is the
largest selling Indian business magazine, and the only business weekly in the country.

Over a period of two decades, Business World has established itself as a magazine that offers
incisive and high-quality reportage on economic and business affairs. In the past few years, it
has focused strongly on understanding the meaning of Global India. It is an emerging sector,
emerging leaders and emerging concerns. Its team of journalists and domain experts cover
extensively trends and movements in markets such as telecom, IT, biotech, media and
Pharma and provide exclusive analysis on infrastructure, economy and the stock markets.
Leveraging on its brand leadership, Business world has now moved into other media
platforms, like publishing and events. Its recent publications include doing business in Asia,
the marketing white book, understanding behaviour and business world mega B-School
guide. The business world Roundtables and great place to work seminars, which attract the

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best minds from the corporate and economic world, have becoming important forums to set
agendas and address crucial issues. The magazine most respected companies Awards and the
BW-NID Design award are considered as benchmarks of corporate excellence by Indian
corporate.

4. THE WEEK

The weekly magazine published by Malayala Manorama Group of Kerala. The magazine is
published from Kochi and is currently printed in elhi, Mumbai, Bangalore and Kottayam.
According to the Audit Bureau of Circulations, it is the largest circulated English news
magazine in India.

The magazine was initially designed in-house, and was periodically redesigned. A major
content overhaul was led by Peter Lim, author and former editor-in-chief of The Straits
Times /Singapore Press Holdings. He authored the book Chronicle of Singapore: Fifty
Years of Headline News.

The two major redesigns were led by:

 Peter Ong on 8 November 1998.

 Dr Mario Gracia on 20 February 2005.

Based in Sydney, Australia, Ong was formerly Picture & Graphics Editor of The Straits
Times. He is principal consultant at Checkout Australia, and was regional director for the
Society of News Design. Garcia owns the premier newspaper design firm, Garcia
Media. Both of them also helped redesign the Malyala Manorma.

In the early years, cartoonist Mario Miranda designed many covers for The Week. He also
had a regular pocket cartoon in the magazine.

The Week does not have published stylebook, but generally follows the down style for
capitalisation. Its dateline carries the pull date, not the date of issue.

28 | P a g e


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 LITERATURE REVIEW

The topic of consumer behaviour is one of the massively studied topics by the researchers
and marketers in the past and still being studied. Researchers show different reasons as to
why consumer behaviour has been the topic of many academics and researchers. One of the
common views is that understanding consumer behaviour has become a factor that has a
direct impact on the overall performance of the businesses (Kotler and Keller, 2012).
Another view suggests that understanding consumer behaviour has become crucial especially
due to fierce competition in retail industry in the UK and worldwide (Lancaster et al, 2002).
This chapter will introduce some other areas of research background of consumer behaviour
addressing the works of researchers and marketers. Moreover, consumer decision making
process, in particular, five stages of consumer decision making process will be discussed in
detail.

Introduction --

It is worth noting that consumer buying behaviour is studied as a part of the marketing
and its main objective it to learn the way how the individuals, groups or organizations
choose, buy use and dispose the goods and the factors such as their previous experience,
taste, price and branding on which the consumers base their purchasing decisions (Kotler
and Keller, 2012).

One of such studies of consumer buying behaviour has been conducted by Acebron et al
(2000). The aim of the study was to analyse the impact of previous experience on buying
behaviour of fresh foods, particularly mussels. In their studies the authors used structural
equation model in order to identify the relationship between the habits and previous
experience on the consumer buying decision. Their findings show that personal habits and
previous experience on of the consumers have a direct impact on the consumers ‘purchase
decision in the example of purchasing fresh mussels. They also found that the image of the
product has a crucial impact on the purchasing decision of the consumer and further
recommended that the product image should continuously be improved in order to encourage
the consumers towards purchasing.

30 | P a g e
Another study conducted by Variawa (2010) analysed the influence of packaging on
consumer decision making process for Fast Moving Consumer Goods. The aim of the
research was to analyse the impact of packaging for decision making processes of low-
income consumers in retail shopping. A survey method has been used in order to reach the
research objectives. In a survey conducted in Star Hyper in the town of Centerville 250
respondents participated. The findings of the research indicate that low-income consumers
have more preferences towards premium packaging as this can also be re-used after the
product has been consumed. Although the findings indicate that there is a weak relationship
between the product packaging and brand experience. However, it has been proven by the
findings of the research that low-income consumers have greater brand experience from the
purchase of premium ‘products when compared to their experience from purchasing cheap
‘brand products.

Lee (2005) carried out study to learn the five stages of consumer decision making process in the
example of China. The researcher focuses on the facts that affect the consumer decision making
process on purchasing imported health food products, in particular demographic effects such as
gender, education, income and marital status. The author employed questionnaire method in
order to reach the objectives of the research. Analysis of five stages of consumer decision making
process indicate that impact of family members on the consumer decision making process of
purchasing imported health food products was significant.

The author further explains this by the fact Chinese tradition of taking care of young and old
family members have long been developed and marriage is considered to be extremely important in
Chinese tradition. This reflects in the findings of the study that the purchase of imported
health food products made by a person for the people outside the family is declined
significantly by both male and female Chinese after they get married.

Five Stages Model of consumer behaviour decision making process has also been studied by
a number of other researchers. Although different researchers offer various tendencies
towards the definitions of five stages, all of them have common views as they describe the
stages in similar ways. One of the common models of consumer decision making process has
been offered by Blackwell et al (2006). According to him, the five stages of consumer decision
making process are followings:

Problem /need recognition, information search, evaluation of alternatives, purchase decision

31 | P a g e
made and post- purchase evaluation.

Each stage is then defined by a number of researchers varying slightly but leading to a
common view about what each stage involves. For example, according to Bruner (1993) first
stage, need recognition occurs when an individual recognizes the difference between what
they have and what they want/need to have. This view is also supported by Neal and Quested
(2006) stating that need recognition occurs due to several factors and circumstances such as
personal, professional and lifestyle which in turn lead to formation of idea of purchasing.

In the next stage, consumer searches information related to desired product or service
(Schiffman and Kanuk, 2007). Information search process can be internal and external. While
internal search refers to the process where consumers rely on their personal experiences and
Believes, external search involves wide search of information which includes addressing the
media and advertising or feedbacks from other people (Rose and Samuel, 2009).

Once the relevant information about the product or service is obtained the next stage involves
analysing the alternatives. Kotler and Keller (2005) consider this stage as one of the
important stages as the consumer considers all the types and alternatives taking into
Account the factors such as size, quality and also price.

Backhaus et al (2007) suggested that purchase decision is one of the important stages as this stage
refers to occurrence of transaction. In other words, once the consumer recognized the need,
searched for relevant information and considered the alternatives he/she makes decision
whether or not to make the decision. Purchasing decision can further be divided into planned
purchase, partially purchase or impulse purchase as stated by Kacen (2002) which will be
discussed further in detail in the next chapters.

Finally, post-purchase decision involves experience of the consumer about their purchase.
Although the importance of this stage is not highlighted by many authors Neal et al (2004)
argues that this is perhaps one of the most important stages in the consumer decision making
process as it directly affects the consumers ‘purchases of the same product or service from
the same supplier in the future. The most noteworthy writers that serve as academic advocates of
The Five Stage Model of consumer decision making include Tyagi (2004), Kahle and Close (2006)
Blackwell et al. (2006), and others.

It is important to note that The Five Stage Model is not the only model related to consumer
32 | P a g e
decision-making, and there are also arrange of competing models that include Stimulus-
Organism-

 Response Model of Decision Making developed by Hebb in 1950‘s, Prescriptive

Cognitive Models,

 The Theory of Trying (Bagozzi and Warsaw, 1990), Model of Goal Directed
Behaviour (Perugini and Bagozzi, 2001) and others.
All of these models are analysed in great
Detail in Literature Review chapter of this work.

Factors Impacting Consumer Buyer Behaviour –

It has been established that the consumer buying behaviour is the outcome of the needs and wants of
the consumer and they purchase to satisfy these needs and wants. Although it sounds simple and
clear, these needs can be various depending on the personal factors such as age, psychology and
personality. Also, there are some other external factors which are broad and beyond the control of the
consumer.

A number of researches have been carried out by academics and scholars on identifying and
analysing those factors affecting the consumers ‘buying behaviour and as a result, various types of
factors have been identified. These factors have been classified into different types and
categories in different ways by different authors. For instance, Wiedermann et al (2007) classified
them into internal and external factor. On the other hand, Winer (2009) divided them into
social, personal and psychological factors. Despite the fact that they have been classified into
different groups by different authors they are similar in scope and purpose (Rao, 2007).

There is a wide range of factors that can affect consumer behaviour in different ways. These
factors are divided by Hoyer et al. (2012) into four broad categories: situational, personal,
social and cultural factors.

Situational factors impacting consumer behaviour may include location, environment, timing and
even weather conditions (Hoyer et al., 2012). In order to benefit from situational factors major
retailers, attempt to construct environment and situations in stores that motivate perspective
customers to make purchase decision. Range of available tools to achieve such an outcome
include playing relaxing music in stores, producing refreshing smells in stores and placing bread
33 | P a g e
and milk products in supermarkets towards the opposite end of stores to facilitate movement
of customers throughout the store to make additional purchases etc.

The temporary nature of situational factors is rightly stressed by Batra and Kazmi (2008).
Personal factors, on the other hand, include taste preferences, personal financial circumstances and
related factors. The impact of personal factors on consumer decision-making is usually addressed
by businesses during market segmentation, targeting and positioning practices by grouping
individuals on the basis of their personal circumstances along with other criteria, and developing
products and services that accommodate these circumstances in the most effective manner.

According to Hoyer et al. (2012) social factors impacting consumer behaviour arise as a
result of interactions of perspective consumers with others in various levels and
circumstances. Targeting members of society perceived as opinion leaders usually proves
effective strategy when marketing products and services due to the potential of opinion leaders
to influence behaviour of other members of society as consumers.

Lastly, cultural factors affecting consumer behaviour are related to cross-cultural differences
amongst consumers on local and global scales. Culture can be defined as ―the ideas,
customs, and social behaviour of a particular people or society‖ (Oxford Dictionaries,
2015) and the tendency of globalisation has made it compulsory for cross-cultural differences
amongst consumers to be taken into account when formulating and communicating marketing
messages.

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 CHAPTER 3
STUDY OF THE
RESEARCH
PROBLEM

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The research has been conducted to find out the factors affecting each step of decision
Making process. To devise the strategy in order to influence consumer ‘s decision making
Process. Today everything revolves around the customer hence the study of buying behaviour
Becomes a necessity. The customers have great options to select in the modern marketing.
Hence, persuasion of the customers by the marketers has a great impact on their buying
Behaviour. In order to persuade the consumers, the marketers have to study the consumer
Behaviour. So, influence of cultural, social, personal and psychological factors on buying
Behaviour will give marketers a clear understanding of behaviour patterns. This research has
also been conducted to understand where outlook stands few years from now and also finding
out ways and methods to improve the sales of outlook magazines and also increase the
number of customers. Customer satisfaction is a very important factor in every marketing
activity of a publishing company. The aim is not the increase in profit alone, but also the
development of a long-term relationship as a result of subscription.

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

36 | P a g e
 Factors Influencing Buying Decisions

Individual Factors –

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

1) Age and Life cycle Stage :-Like the social class the customer life cycle can have a
significant impact on consumer behaviour. The life cycle is an orderly series of
stages in which consumer attitude and behavioural tendencies evolve and occur
because of developing maturity, experience, income, and status. Marketers often
define their target market in terms of the consumers present life cycle stage.

37 | P a g e
 2) Occupation And Income :-Today people are very concerned about their image and the
status in the society which is a direct outcome of their material prosperity. The
profession or the occupation of the person has an impact on the products they
consume. The status of a person is projected through various symbols like the dress,
accessories and possessions.

Psychological Factors –

Some of the important Psychological Factors are: Motivation: The level of motivation
Influences the buying behaviour of the consumers. It is very well explained by Maslow
Through his need hierarchy theory comprising of basic needs, security needs, social needs,
Esteem needs and self-actualization needs.

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Cultural Factors –

Cultural factors comprise of set of values and ideologies of a particular community or

Group of individuals. It is the culture of an individual which decides the way he/she behaves.
In simpler words, culture is nothing but values of an individual. What an individual learns
from his parents and relatives as a child becomes his culture. Cultural factors have a
significant effect on an individual ‘s buying decision. Every individual has different sets of
habits, beliefs and principles which he/she develops from his family status and background.
What they see from their childhood becomes their culture.

Social Factors –

Consumers have different roles in purchasing products and services. Here, a role is defined
as the expected behaviour of an individual in a society. These roles can be as part of the
consumer ‘s family, employment, or social status, among other things. For example, the role
of father can be different than the role of mother in purchasing consumer goods. Although
there are many different roles that can influence how a consumer behaves, three in particular
are presented here: influencers, prosumers, and personas.

Reference Groups - Reference groups are groups that consumers will look to for help in
making purchasing decisions. Reference groups can be either formal or informal. Schools,
friends, and peers are examples of informal reference groups. Clubs, associations, and
religious
Organizations are usually formal reference groups. Individuals can also be reference
Groups (usually known as opinion leaders). Additionally, celebrities can be used as a
Reference group. A company might use a celebrity it feels will match its target market to get
that market to purchase its product.

39 | P a g e
Other Factors includes (With reference to Outlook Magazine) – Delivery
service, Branding, Price of the product, Exciting promotional tools, Content,
Print quality, Easy availability of the magazines etc.

FUTURE ASPECT OF PRINT MEDIA

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

According to the country's first-ever youth readership survey undertaken by the National
Book Trust-National Council of Applied Economic Research, more than two-thirds of the
333 million or so literate youth in the country prefer newspapers to any other media when
It comes to news and current affairs. With television news broadcasters completely
Focused on chasing television ratings in the 24-hour news cycle, the medium is largely
perceived as a source of entertainment, and in general lacks the seriousness to establish
credibility with its audiences.

The Internet, meanwhile, is just gaining a foothold, and radio continues to be the major
Source of information in urban India, as in comparison to magazines, while only one in
Four read books in leisure time, Indian Express reported.
The survey, conducted in November and December 2009, found that television is the
Largest media with more than 77 percent of the 333 million literate people exposed to it.
Newspapers maintain their dominance at 53 percent in terms of the preferred source for
News and current affairs, with around two-thirds (63.4 percent) choosing them for

40 | P a g e
Credible information over television, which had just 22.2 percent. Although digital media
Around the world is being said to replace print, in India, no Web site can measure the
Readership of a printed newspaper, with a print classifieds market reaching about US$300
Million.

OBJECTIVES OF THE STUDY

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

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

3) To examine the association between profession of customers and experience of

Customers towards Outlook magazines.

4) To examine the association between promotional strategy of celebrity endorsement and

Experience of customers towards Outlook magazines.

41 | P a g e
 SCOPE OF THE STUDY

The main purpose of this project is to understand the consumer Buying behaviour of outlook
magazines. In order to do so the customers need to be surveyed thoroughly so as to
understand what exactly the customer is looking for in the product which will satisfy his/her
needs and requirements. After converting prospect into customers, it is essential to retain
these customers so as to create brand loyalty. This can be done by using various promotional
schemes. This research has also been conducted to understand the impact of monthly income,
branding, delivery service, profession etc on customer decision making and experience. Also
finding out ways and methods to improve the sales of outlook magazines and also increase
the number of customers.

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43 | P a g e
 Limitations Of Research

 Formulation of research aim and objectives are little bit difficult

 Implementation of data collection was difficult as I don’t have experience in primary

data collection.

 Sample size is too small which is not enough. Larger size could have generated more
accurate results.

 Lack of experience in research area.

 The scope and depth of discussions in your paper is compromised in many levels
compared to the works of experienced scholars.

44 | P a g e
 RESEARCH DESIGN AND METHODOLOGY

 Research Design
Research Design is Descriptive in nature.

 Primary and Secondary data collection

Primary data was collected with the help of a structured questionnaire. The
Questionnaires were administered to 100 approx. Respondents.

 Technique of data collection

The questionnaire has been designed and used to collect the needed primary
Data. Close ended questions were used.

 Period of the study

The period of the study covers 60 days.

 Sources of Data
The validity of any research is based on the data collected for the study. The present research is
based on both primary as well as secondary data. The primary data is collected from the
respondents in the study area. Outlook magazine subscribers on the basis of simple random sampling
method were taken as respondents.

 Sample Size
The sample size selected for the study is 100 respondents. The Outlook magazine customers as
respondents were selected by simple random sampling method.
Sampling unit – Kanpur
Sampling population – Customers of Outlook magazine

Sampling Techniques
Sampling technique is Non - probability sampling (non- random sampling). Data on the
various aspects directly and indirectly related to the investigation were gathered through
questionnaires to the respondents. The questions are necessary to ensure the reliability of the
information. The questions were simple to understand so that information can be collected from
various respondents easily. It should be seen that parties are not biased or prejudiced and are
mentally sound.
45 | P a g e
 CHAPTER 4
DATA
ANALYSIS &
INTERPRETATION

46 | P a g e
 MEANING OF DATA ANALYSIS, INTERPRETATION AND
IMPORTANCE

Data analysis is a process of inspecting, cleansing, transforming and modelling data with the
goal of discovering useful information, informing conclusions and supporting decision-
making. Data analysis has multiple facets and approaches, encompassing diverse techniques
under a variety of names, and is used in different business, science, and social science
domains. In today's business world, data analysis plays a role in making decisions more
scientific and helping businesses operate more effectively.

Data interpretation is the process of reviewing data through some predefined processes
which will help assign some meaning to the data and arrive at a relevant conclusion. It
involves taking the result of data analysis, making inferences on the relations studied, and
using them to conclude.

Interpretation of data is a very important step in any scientific investigation. Before data
can be analysed and interpreted it has to be collected and presented in a manageable form.
The researcher then breaks down the data into constituent parts in order to obtain answers to
research questions hypothesised in terms of relations concerning phenomena. The analysis of
research data, however, does not by itself provide the answers to research questions. To
interpret is to explain, to find meaning. In most cases it is difficult or impossible to explain
raw data: one must first analyse the data and then interpret the results of the analysis

Data interpretation and analysis is an important aspect of working with data sets in any field
or research and statistics. They both go hand in hand, as the process of data interpretation
involves the analysis of data.

The process of data interpretation is usually cumbersome, and should naturally become more
difficult with the best amount of data that is being churned out daily. However, with the
accessibility of data analysis tools and machine learning techniques, analysts are gradually
finding it easier to interpret data.

Data interpretation is very important, as it helps to acquire useful information from a pool of
irrelevant ones while making informed decisions. It is found useful for individuals,
businesses, and researchers.

47 | P a g e
Here in this research we have taken sample of 100 people.

RESULTS OBTAINED BY SURVEY, AND DATA INTERPRETATION

1. Awareness about outlook magazine.

AWARENESS ABOUT OUTLOOK MAGAZINE

Not aware
10%

Just know by name

30%
Aware
60%

Aware Just know by name Not aware

INTERPREATION - We can interpret that 60% of the sample are aware about the outlook
magazine. 30% of the sample know the name of magazine only but don’t have any specific
or detail knowledge. And rest 10% of the sample are not aware about the Outlook Magazine.

48 | P a g e
 2. From where you get to know about Outlook magazine

FROM WHERE YOU GET TO KNOW

Others Online Ad-

10% vertisment
23%

Existing Cus-
tomer
Friends and 17%
Relatives
50%

Online Advertisment Existing Customer Friends and Relatives Others

INTERPRETATION – We can interpret that 50 % of the sample get to know about the
magazine from their friends and relatives. 23% of the population got to know about the
magazine from the online advertising. 17% of the sample got to know about the magazine
from the existing customer of Outlook magazine. Remaining 10 % got to know about
magazine from other sources such as book shop or newspaper vendor.

49 | P a g e
 3. What motivates customer to buy Outlook magazine?

WHAT MOTIVATES CONSUMER TO BUY

40

35

30

25

20

15

10

0
IT
Y
IT
Y GE I CE TY CE ER
S
AL L A PR ILI N F
QU UA GU B RA OF
T
Q N ILA PE
A
T LA A
TE
N IN AV AP
N PR
CO
WHAT MOTIVATES CONSUMER TO BUY

INTERPRETATION – We can interpret that the biggest motivating factor for buying an
outlook magazine is content for a consumer, as we can see 40 % of the sample motivate to
buy outlook magazine due to content only. 10% of the sample motivates due to the print
quality of the magazine. 14 % of the sample like to purchase outlook magazine due to the
knowledge factor. 12% of the sample like to purchase the magazine due to its price. 7% of
the sample like to purchase outlook magazine due to its availability. 5% of the sample like to
purchase the magazine due to its appearance. Rest 12 % of sample like to purchase the book
due to the offers given by Outlook Magazine.

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 4. Does Outlook brand influence your purchasing decision?

Does Outlook brand influences your purchasing

decision

9%
19%

Highly Agree Agree

28%
13%
Neutral Disagree

Highly Disagree

31%

INTERPRETATION - We can interpret that 9% of the sample highly agree that they get
highly influenced by Outlook brand when they are going to purchase magazine. 28% of the
population agree that they get influenced by Outlook brand whenever they purchase
magazine. 31% of the sample not highly agree or highly disagree about the influence of the
Outlook brand. 13% of the sample disagree, that they don’t get influenced by Outlook brand
during their purchase decision. 19% of the sample highly disagree, that they don’t get
influenced by Outlook brand.

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 5. Will consumer purchase Outlook Magazines over its competitor?

Will consumer purchase outlook over another brand

27% Yes No

43%

30%
Maybe

INTERPRETATION – We can interpret that 27% of the sample say that they will choose
Outlook magazine over another brand. 30% of the sample say that they will not choose
Outlook magazine over there current magazine brand/preference. 43% of the sample say that
they may be or may not be choose Outlook magazine over another magazine brand.

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 6. Satisfaction of customer from delivery of Outlook.

Satisfaction of customer with outlook delivery

Highly satisfied

15%
21%
Satisfied

18%

Neutral
23%

25%
Dissatisfied

Highly dissatisfied

INTERPRETATION - We can interpret that 15% of the sample are highly satisfied with the
delivery of outlook magazine. 17% of the sample are satisfied with the delivery of the
Outlook magazine. 25 % of the sample are not highly satisfied and not highly dissatisfied
from the delivery of outlook magazine, they are ok with the delivery of outlook delivery.
22% of the sample are dissatisfied with the delivery of Outlook magazine. 21% of the
sample are highly dissatisfied with the delivery of the Outlook magazine.

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 7. Do you think outlook magazines are value for money?

According to customer is outlook value for money or

not

Yes
26%
Can't say
38% Yes No

No
36%
Can't say

INTERPRETATION – We can interpret that 26% of the sample think that Outlook
magazine are value for money. 36% of the sample think that Outlook magazine is not value
for money.38 % of the sample are not able to say whether Outlook magazine is value for
money or not.

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 8. Does customer see Outlook magazine advertisement frequently?

Do frequently customer see Outlook Advertisement

Yes
31%

No
69%

INTERPRETATION – We can interpret that 31% of the customer frequently see Outlook
magazine advertisement. Rest 69% of the customer do not frequently see Outlook
magazine advertisement.

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 9. Is Outlook Magazine Availability in consumer area (Offline mode).

Availability of magazine in consumer locality

Yes
42%

No
58%

INTERPRETATION – 42% of the sample said that Outlook magazine is available in

there are by offline mode. 58% of the sample said that Outlook magazine is not available in
their area by offline mode.

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 10.Rate the content of Outlook Magazine on a scale of 1 to 5

Rating content of Outlook magazine

11% 13%

18%

34%

24%

INTERPRETAION – We can interpret that 13% of the sample rated 5 out of 5 to the
content of Outlook Magazine. 34% of the sample rated 4 out of 5 to the content of Outlook
Magazine. 24% of the sample rated 3 out of 5 to the content of Outlook Magazine. 18% of
the sample rated 2 out of 5 to the content of Outlook Magazine. 11% of the sample rated 1
out of 5 to the content.

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 11.Does consumer find Outlook magazine offers attractive?

Do Consumer find Outllook magazine offers are at -

tractive
Can't Say
21%

Yes
49%

No
30%

INTERPRETATION - We can interpret that 49% of the sample say yes that the offers
given by Outlook magazine are attractive. 30% of the sample find that the offers given by
the magazine are not so attractive or good. Rest 21% of the sample are not able to say that
the offers given by Outlook magazine are attractive or not.

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 12.In which category magazine Outlook is best over other brands.

Best category of Outlook Magazine

7% Business
4%
Weekly
6%
30%
Travel

8%
Finance

Celebrities Lifestyle

7%
Geographical

Career

11%
18%
Fashion

9%
Share market

INTERPRETATION – We can interpret that 30% of the sample say that best category of
Outlook magazine is Business Magazine.18% of the sample say that Weekly magazine of
Outlook are best. According to the 9% of the sample Travel magazine of Outlook is best.
11% of the sample say that Finance magazine of Outlook are best. 7% of the sample say
that best section of Outlook magazine is Celebrities Lifestyle section magazines. According
to 8% of the sample Geographical magazine of Outlook are best. 6% of the sample say that
Career section magazine is best section of Outlook magazine. According to 4% of the
sample Fashion section is the best magazine offered by Outlook magazine. 7% of the say
that Share Market magazine of Outlook magazine.

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60 | P a g e
 13.Which is best suited attribute for Outlook magazine?

Best attribute of Outlook Magazine

Value for money

7% Advertising

13%
30%

Delivery Service

15%
Brand

10%
25% Easy Availability

Offers

INTERPRETATION – According to 30% of the sample best attribute of Outlook

magazine is that they are value for money. 25% of the sample say that Outlook magazine is
good for advertising. 10% of the sample say that the Delivery service is the best attribute
0f Outlook.
According to 15% of the sample Brand image is the best attribute of Outlook magazine.
13%
Of the sample best attribute of Outlook magazine is easy availability. Remaining 7% says
that Offers given by Outlook are the best attribute.

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14.

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Overall image of outlook magazine on your mind

Image of Outlook Magazine

Positive
32%

45%

Negative

23%
Neutral

Interpretation - 45 % of the sample have a positive image of Outlook magazine in their

minds. According to the 23% of the sample, they have negative image of Outlook
Magazine in their mind. And at last the remaining 32% of the sample have neutral image in
their mind about Outlook magazine.

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CHAPTER 5
SUMMARY OF
FINDINGS

64 | P a g e
 SUMMARY OF FINDINGS

a) Thus, as per the survey results, we found that majority of the people are having a
basic idea of Outlook news magazines.

b) Three factors were found which influenced the consumer buying behaviour towards
outlook magazines. – convenience, branding, delivery service.

c) It was found from the study that there is no significant relationship between income
and price sensitive attitude of customers.

d) It was inferred that there is significant relationship between profession and experience
of customers.

e) It was found that there is significant relationship between celebrity endorsement and
experience of customers.

f) It was found that the readers are satisfied with the print quality of outlook magazines,
easy availability and prices.

g) Readers found language to be simple.

h) It was analysed that majority of the readers of ―Outlook‖ magazine was satisfied
with the contents of information of this magazine and that they found this information
as really useful, investing and sufficient enough to quench their thirst
For knowledge.

i) It was found that promotion programs are really beneficial to expand the market as
well as to develop interest in the people towards Outlook news magazines.
j) The different buying behaviours of the respondents have given the insight regarding
their different areas of interest which can be used to give them their most sought-after
product.

k) Outlook has good brand image in the market.

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l) Group has its tie-ups with big brands like – Liberty, Tupperware, Adidas and
simultaneously promotes their products with the magazine subscription

m) Group has a tie –up with reputed courier services like Blue – Dart etc

n) During research session I got to know the needs and preferences of readers.

o) The study shows that the customers are not satisfied with the delivery service of
outlook magazine

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 LIMITATION OF THE STUDY

 The research is confined to 100 respondents. A small number of 100 does not exactly
show the pattern of all the customers of Outlook India.

 The research study was confine to few areas of Kanpur only.

 Data collection was not easy as it looks ; during research I have seen grey faces and
some respondents were not willing to fill the questionnaire.

 Some people directly refused to answer and some have given biased and dishonest
replies

 People are not ready co-operate.

 Some respondents were reluctant to divulge personal information which can affect the
validity of all responses.

 In a rapidly changing industry, analysis on one day or in one segment can change very
quickly. The environmental changes are vital to be considered in order to assimilate
the findings.

 The training period was short

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 LEARNINGS

 Learned about customer requirements, customer mindset and how to convince them.
 It helped me in improving my communication skills, presentation skills.

 I got to learn the organizational behaviour.

 I got to learn how to interact with different kinds of customers and how to talk
confidently.

 I am able to relate what I have studied in college with practical experience.

 I learned how to work in stress.

 Learned to take orders from superiors and coordination at work.

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 RECOMMENDATIONS

 According to the analysis of the survey, I would like to recommend to the Group to
make more people aware of the ―Outlook magazine so that at least all the people
have a consideration of this magazine whenever they are to buy or subscribe the
magazine.

 Some of the contents of Outlook magazine need to be innovated and made more
attractive so as to make it a differentiated product in Outlook weekly magazine
market.

 More promotional programs as advertisements through various Medias. I would

suggest the Company to deliver actual news with 100% accuracy and to make the
columns of business and cinema more attractive and appealing.

 It should provide good service and properly deliver the copies to the customers and
also cater to the needs of the readers.

 Rajan Raheja Group should come out with new promotional schemes especially
through subscriptions so as to keep existing readers loyal as well as attract new
customers.

 The company should go for extensive promotion programs especially in sub-urban

areas so as to maximize its sale since sub-urban areas give the space for a new market
where in most of the competitors are still to find a way.

 The company should adopt proper pricing strategy so that they can compete in the
market successfully.

 They should improve their distribution network so that they can distribute the
magazines on time.

 They should give reasonable discounts and attractive gifts on the subscription of the
magazine to increase the sales.

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 Increase focus on online referral marketing – a strategy for customer or subscriber
motivation. The existing customer can be motivated to refer to their friends, relatives
etc to subscribe for the magazines by means of exciting and attractive gifts as
incentives.

 Outlook needs to formulate and implement customer retention and loyalty programs
to retain the customers.

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 CONCLUSIONS

 Through the survey it was deduced that most of the people are aware of Outlook
weekly news magazines.

 People do not prefer Outlook magazine because of late delivery of this magazine.

 Promotion programs of celebrity endorsement has come out as the best way to expand
the sales of Outlook magazine

 Moreover, it was concluded that the majority of non-subscribers have not completely
rejected subscribing but simply need little extra something to make them subscribe.

 To keep the customers satisfied.

 Encourage face to face dealings.

 Respond to messages promptly and keep your clients informed.

 Be friendly and approachable.

 Have a clearly defined customer service policy.

 Attention to details.

 Anticipate customer ‘s needs and go out of the way to help them out.

 Honour the promises.

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BIBLIOGRAPHY

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Books referred and research papers –

 Kotler Philip, Armstrong Gary, Prafulla Y Agnihotri, Principle of Marketing (2011

edition).

 S. A. Chunawalla , Principles and Practice (Edition 2008).

 Philip Kotler :Kevin Lane Keller: Abraham Koshy And Mithileshwar Jha, Marketing
Management (13th Edition 2009).

 P. Chisnall Consumer Behaviour, Mc Graw’s Hill Book Company (Edition1995).

 T N Srivastava, Shailaja Rego, Business Research Methodology (Edition 2011).

 C.R Kothari, Research Methodology.

 Solomon, Michael R, Consumer Behaviour –Buying 11th edition, Having and being
4th edition, 2009 Pearson Education Inc.

 Malhotra, Naresh K. Das, Satyabhusan, 6th Edition. Marketing Research an applied

orientation, 2010 Pearson Education Inc.

 Cooper & Schindler, Business Research, 8th edition.

 George Belch 5th edition, Micheal Belch, Advertising & Promotion 7th edition.

 Philip Kotler, Marketing Management, 3rd. Edition.

 International Journal of Business and Management, 4(5), 27-35. [3]. Allen, T. D.

(2001). The role of organizational perceptions. Journal of Vocational Behaviour,
58(3), 414-35. [4]. Allen, T.D., Herst, D.E.L., Bruck, C.S., & Sutton, M. (2000).

 Blackwell, R., Miniard, P. And Engel, J. (2006) ―Consumer behaviour‖, Mason:

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 Thompson.

 Rose, S. And Samouel, P., (2009) ―Internal psychological versus external market-
driven determinants of the amount of consumer information search amongst online
shopper, Journal of Marketing Management. 25(1/2), pp. 171-190.

 Tyagi, C. And Kumar, A. (2004) ―Consumer Behaviour‖, Atlantic Publishers, US

 Wiedmann, K., Hennigs, N. And Siebels, A. (2007) ―Measuring Luxury consumer

perception: A cross-culture framework‖, Academy of Marketing Science review,2007.

 Winer, R. (2009), ―New Communications Approaches in Marketing: Issues and

Research Directions, Journal of Interactive Marketing, 23 (2), pp. 108–117.

 Schiffman, L., Hansen H. And Kanuk L. (2007) ―Consumer Behaviour: A European

Outlook, London: Pearson Education.

 Perugini, M. & Bagozzi, R. (2001) ―The role of desires and anticipated emotions in
goal-directed behaviours: Broadening and deepening the theory of planned behaviour
British Journal of Social Psychology, 40, pp. 79-98.

 Neal, C., Quester, P. And Pettigrew, S. (2006) ―Consumer Behaviour: Implications

for Marketing Strategy‖ (5th edition) Berkshire: mcgraw-Hill.

 Hoyer, W.D. & Macinnis, D.J. (2008) ―Consumer Behaviour‖, 5th edition, Cengage
Learning.

 Hoyer, W.D., Macinnis, D.J. & Pieters, R. (2012) ―Consumer Behaviour‖ 6th
edition.

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Websites:

 Www.outlookindia.com

 Www.marketingteacher.com

 Www.marketing91.com

 Www.iresearchservices.com

 Www.researchgate.com

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Questionnaire

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 QUESTIONNAIRE

A STUDY ON CONSUMER BEHAVIOUR WITH RESPECT TO

OUTLOOK MAGAZINE

Q1 - Name

Q 2 - What is your gender?

o Male
o Female
o Prefer not to say

Q 3 – What is your age?

Below 25

o 25-35
o 36 to 50
o Above 50

Q4 – What is your profession?

o Student
o Self- employed
o Service
o Housewife
o Others

Q5 – What is your monthly income

o Below Rs 20000
o Rs 20000 – Rs 50000
o Rs50000 – Rs 100000

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 o Above Rs 100000

Q6 – Are you aware about Outlook magazine?

o Yes
o No
o Just know by name

Q7 – From where you get to know about Outlook magazine?

o Online Advertisement
o Friends and Relative
o Existing Customer
o Others

Q8 – What motivates you to buy Outlook magazine?

o Content Quality
o Print Quality
o Language
o Price
o Availability
o Appearance
o Offers

Q9 – Does Outlook brand influence your purchase decision?

o Highly agree
o Agree
o Neutral
o Disagree
o Highly Disagree

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Q10 – Will you purchase Outlook magazine over its competitor?

o Yes
o No
o Maybe

Q11 – Are you satisfied from delivery of Outlook magazine?

o Highly satisfied
o Satisfied
o Neutral
o Dissatisfied
o Highly Dissatisfied

Q12 - Do you think outlook magazine is value for money?

o Yes
o No
o Can’t say

Q13 – Do you see advertisement of Outlook Magazine frequently?

o Yes
o No

Q14 – Is outlook magazine available in your area by offline mode?

o Yes
o No

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Q15 – Rate the content of Outlook magazine on a scale of 1 to 5

o 1
o 2
o 3
o 4
o 5

Q16 – Does you find Outlook magazine offers attractive?

o Yes
o No
o Can’t say

Q17 – According to you in which category Outlook magazine is best?

o Business
o Weekly
o Travel
o Finance
o Celebrities Lifestyle
o Geographical
o Career
o Fashion
o Share market

Q18 – Which is the best attribute of Outlook magazine?

o Value for money

o Advertisement

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 o Delivery service
o Brand
o Easy availability
o Offers

Q19 – Overall image of outlook magazine in front of you.

o Positive
o Negative
o Neutral

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