CERTIFICATION FROM THE COMPANY

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 Executive summary

I, as a management intern was engaged with Malayala Manorama Co. Pvt. Ltd., Kolkata. I
worked in a sales department for 60 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 Behavior with respect to The Week Magazine
is an attempt to find out the factors affecting the consumer buying behavior of The Week
magazine subscription. To find the impact of branding on consumer buying behaviors. To
examine the relationship between monthly income and price sensitive attitude to study the
relationship between profession and experience of The
Week magazine ‘s customers. To assess the relationship between promotional strategy of
celebrity endorsement and experience of The Week 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.

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 TABLE OF CONTENTS

CHAPTER CONTENT Page No

Introduction 7-8
Company Profile 9
Publication List 10
Objective of study 11
The Week-The News Magazine 12
The week 13-14
Procedure adopted for selling subscriptions 15-16
Achievements 17-19
Free sample copies 20
Findings 21
Limitation of the study 22
Learnings 23
Conclusion 24
Bibliography 25

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 Introduction
Now that so much media is electronic or digital, it's hard to imagine there was ever a time
before print media was invented. The earliest civilizations only had oral communication. If
they had news to tell, they ran to the nearest person to spread the word to others, who each
did the same until everyone had heard the news. Then people began to write down their news
in picture form and then in crude languages where symbols stood for words and letters. It
took the inventions of paper and the printing press for print media to come into regular use.
Once it did, there was no turning back.

Print Media
Simply stated, print media is the printed version of telling the news, primarily through
newspapers and magazines. Before the invention and widespread use of printing presses,
printed materials had to be written by hand. It was a painstaking process that made mass
distribution impossible.
At first, news was chiseled in stone. Later, it was handwritten and posted in a public area
much like today's posters or read from a scroll by a town crier. As early as 131 B.C., the
ancient Roman government produced daily news sheets and informed the public in this way.
Through the years, print media evolved to include entertainment, educational topics and
more, instead of only conveying news.

History Of Print Media

Around the year 932, Chinese printers adapted wood blocks, which had been used to print
illustrations and small amounts of text, and started producing popular books more easily.
Each page of text was one block that could be used repeatedly to make the books.
About 100 years later, China's Bi Sheng invented movable type by carving individual
characters onto small blocks of clay. Each small block was hardened by fire to become a
porcelain piece that could be used again and again. The pieces were glued to iron plates to
make a page. Using each page hundreds or thousands of times, he could mass produce news
quickly. When the printing was done, the pieces were removed from the plates to be used
again to make other pages.
Bi Sheng's invention had limited success in China because the Chinese alphabet's characters
are so large that they were difficult to put on movable type. His idea spread all over the
world, however, and others adapted it using other materials such as wood, tin and copper.
Still, the process was too cumbersome to mass produce a newspaper for the public

Different Type of Print Media

Print media refers to the traditional form of media that is printed on paper and distributed to
the public. There are various types of print media, each serving different purposes and
audiences. Here are some common types

1.Newspapers: Newspapers are one of the oldest and most widely recognized forms of
print media. They provide news, features, and articles on various topics, including politics,
sports, entertainment, and more.

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2.Magazines: Magazines are periodicals that cover specific topics in-depth, such as
fashion, lifestyle, technology, health, and hobbies. They often have a glossy format and are
published on a weekly, monthly, or quarterly basis.

3.Brochures: Brochures are informative documents used for advertising, marketing, or

promoting products, services, or events. They are usually folded and contain essential
information and eye-catching graphics.

4.Flyers and Leaflets: Similar to brochures, flyers and leaflets are single-page printed
materials used for promotional purposes. They are distributed in public places or mailed to
specific target audiences.

5.Catalogs: Catalogs are comprehensive printed lists of products, typically used by

businesses to showcase their merchandise and encourage customers to make purchases.

6.Newsletters: Newsletters are informative publications typically distributed by

organizations, businesses, or institutions to keep their audience updated on recent
developments, events, and news.

7.Journals and Academic Publications: Academic journals are scholarly

publications that present research findings and studies in specific fields such as science,
medicine, social sciences, and humanities.

8.Direct Mail: Direct mail includes personalized letters, postcards, or catalogs sent
directly to individual addresses as a targeted form of advertising or promotion.

9.Posters: Posters are large printed sheets used for advertising events, movies, concerts, or
other public gatherings. They are typically displayed in high-traffic areas to attract attention.

10.Newspapers Inserts: These are additional printed materials inserted into newspapers,
often containing promotional offers or special deals from businesses.

11.News Magazines: News magazines offer in-depth analysis and feature articles on
current events, politics, and social issues.

12.Zines: Zines are self-published, small-circulation magazines or booklets that cover

various niche topics, often created by independent creators or enthusiasts.
While digital media has gained significant prominence, print media still plays a vital role in
reaching specific audiences and delivering targeted messages. It offers a tangible and often
immersive experience that can be appreciated by readers and consumers

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 Company Profile

Malayala Manorama is a newspaper in Malayalam published from Kottayam, Kerala, and

several other places in India as well as Gulf countries by the Malayala Manorama Co. Pvt.
Ltd. Currently headed by Mr. Mammen Mathew. It was first published as a weekly on 22 nd
March 1888, and currently has a readership of over 20 million (with a circulation base of
over 2.4 million copies). It is the second oldest Malayalam newspaper in Kerala in
circulation, after Deepika, which is also published from Kottayam. Manorama also publishes
an online edition. According to World Association of Newspapers, as of 2016, it was the
fourteenth most circulated newspaper in the world. According to the Audit Bureau of
Circulations (ABC) figures, it is the third largest circulating newspaper in India (behind The
Times of India and Dainik Jagran) and the largest circulating newspaper in Kerala.

Chief Editors since Inception

 Kandathil Varghese Mappillai was the chief editor from 1890 to 1904. He was an
Indian journalist, translator and publisher who was the founder of the newspaper
Malayala Manorama and the magazine Bhashaposhini.
 K. C. Mammen Mappillai was the Chief Editor from 1904 to 1938 and again from
1947 to 1954. He was an Indian journalist, who became editor of the Malayalam
language daily Malayala Manorama after his paternal uncle Kandathil Varghese
Mappillai died. Besides being a noted journalist, he was an Indian independence
activist. Due to his support and involvement of the Indian independence movement,
he was in conflict with the Diwan of Travancore.
 Kandathil Mammen Cherian was an Indian media person and former chief-editor of
Malayala Manorama from 1954 to 1973. He is a recipient of Pama Bhushan and
Padma Shri.
 Kandathil Mammen Mathew was an Indian newspaper editor and served as the editor-
in-chief from 1973 to 2010.
 Mammen Mathew is present Chief Editor and Managing director of Malayala
Manorama.
He is the eldest son of late K. M. Mathew. He has more than 45 years of experience in
the field of publication.

Printing centres
Kottayam, Kozhikode, Thiruvananthapuram, Kochi, Thrissur, Kannur, Kollam,
Palakkad,

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 Malappuram, Pathanamthitta, Alappuzha, Mangalore, Bangalore, Chennai, Mu
mbai, Delhi, Dubai, Manama and Doha.

Publication list
Name Frequenc Language Type
y
The week Weekly English News Magazine
The Man Monthly English Men’s Lifestyle Magazine
Livingetc Monthly English Interior Design Magazine
Watch Time India Monthly English Luxury Watches and Trends Magazine
Arogyam Monthly Malayalam Health Magazine
Balarama Weekly Malayalam Children’s Magazine
Balarama Amar Fortnightly Malayalam Comics
Chitra Katha
Balarama Digest Weekly Malayalam Children’s Magazine
Bhashaposhini Monthly Malayalam Literary Review Magazine
Kalikkudukka Weekly Malayalam Children’s Magazine
Karshakasree Monthly Malayalam Agriculture and Gardening Magazine
FastTrack Monthly Malayalam Automobile Magazine
Magic Pot Weekly English Children’s Magazine
Manorama Weekly Weekly Malayalam General Interest Magazine
Sampahyam Monthly Malayalam Personal Finance and Investment Magazine
Tell Me why Monthly English Children’s Magazine
Thozhil Veedhi Weekly Malayalam Career Guidance Magazine
Manorama Traveller Monthly Malayalam Travel Magazine
Vanitha (Hindi) Fortnightly Hindi Women’s Magazine
Vanitha Fortnightly Malayalam Women’s Magazine
Vanitha Pachakam Monthly Malayalam Food Magazine
Veedu Monthly Malayalam Architecture and Interior Design Magazine

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 Objective Of the Study

 To sell subscriptions of ‘The Week’ magazine to new customers and

aware the customer who are not knowing about THE WEEK MAGAZINE.

 To collecting of customer’s feedback about THE WEEK.

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 The Week-The News Magazine

The Week is India's Largest Circulated Weekly English News Magazine. The Week has over
41 years of expertise in outstanding news journalism and the credibility of the news delivered
has helped The Week retain its readers even during the tough times and it is the 41st year of
publishing.

The Week with a total readership of 18.27 lacs (Source: Indian Readership Survey 2019 Q4)
continues to enjoy a strong No. 2 position in readership (ABC Certified circulation)

The Week is journalism with a human touch' in its true sense. The Week Seminars and
Feature Series always focus on issues that our country and the world faces; be it Education,
Sustainability, Health, Climate Change, Ideas, Innovations etc.

The health
A guide to keep you updated on health and fitness.
12 issues in a year are a free supplement that comes with THE WEEK.
Features on nutrition, surgery, fitness, wellness, alternative therapy, spas and many more.
Exclusive features on modern day maladies that afflict society.
Health tips to stay in shape.

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 THE WEEK

Gives a complet
round-up of weekly
events

Exclusive Stories with Special Annial & Mid

in depth analysis year issues

Unique mix of content

ranging from
politics,current affairs,
finance,lifestyle ,sports to
business & travel

New genre based

Surveys & Opinion
sections

Special Columns by
eminent writers

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 Major players in the category

O pen

THE
W EEK O u tlo o k

In d ia
Today

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Procedure adopted for selling subscriptions

• Every day I selected one area and visited the potential customers.
• Subsequently, I gave my sales pitch to convince them to buy
subscriptions of THE WEEK.
• I also tried to solve any problem that they faced and handled their
objections.
• I followed-up regularly with those who were my warm customers and
tried to convince them.
• Finally, I closed the sales and facilitated payment and delivery.

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 Subscriptions offer

 The offer is devised after looking at the rates offered by ‘The week’ competitors.
 The news-stand price, the mega savings and the inherent cost benefit to the reader is
prominently highlighted.
 The assured gifts are highlighted in the subscription ad/leaflet.
 Readers are free to choose assured gifts for the respective scheme.

TERM NO. OF ISSUES NEWS-STAND YOU PAY MEGA SAVINGS

PRICE ONLY
1YEAR 52 RS.3120/- RS.1400 RS.1720/-
10 MONTHS 44 RS.2640/- RS.650 RS.1990/-
6 MONTHS 26 RS.1560/- RS.600 RS.960/-
6 MONTHS 26 RS.560/- RS.500 RS.1060/-

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 Achievements

I, as a management intern was engaged with Malayala Manorama Co. Pvt. Ltd., Kolkata. I
worked in a sales department for 60 days. It was a very educative and professional experience
and thereby gaining a practical overview of the corporate work culture.

Total number of potential customers tapped: - 175

Between 175 potential customers there are 110 customers who are B2B and 65 customers are
B2C

1. In B2B category there are 90 customer who were accessible for sales speech
2. In B2C category there are 45 customers who were accessible for sales speech

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No of Customers know THE WEEK Magazine

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Yes No

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No of Potential Customers who were Accessible for Sales Pitch – 135

PERCENTAGE OF CUSTOMERS WHO ARE ACCESSIBLE FOR

SALES SPEECH AND SAMPLE COPY
100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
1

accepted Not accepted

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Free sample copies distribution THE WEEK Magazine

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 FINDINGS
 Thus, as per the survey results, we found that majority of the people are having a
basic idea of The Week magazine.
 Three factors were found which influenced the consumer buying behaviors towards
The Week magazines. – convenience, branding, delivery service.
 It was found from the study that there is no significant relationship between income
and price sensitive attitude of customers.
 It was found that the readers are satisfied with the print quality of The Week
magazine, easy availability and prices.
 Readers found language to simple.
 The different buying behaviors 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.
 It was analyzed that majority of the readers of ―The Week 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.

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 LIMITATION OF THE STUDY

1. The study was confine to few areas of Kolkata only.

2. During study I have seen grey faces and some respondents were not willing to
fill the questionnaire.

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

4. People are not ready co-operate.

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

6. The training period was short.

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 LEARNINGS

1. Learned about customer requirements, customer mindset and how to convince them.

2. It helped me in improving my communication skills, presentation skills

3. I got to learn the organizational behavior.

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

confidently.

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

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 Conclusion
The conclusion of the project to sell subscriptions to a weekly magazine would involve
summarizing the key achievements, challenges, and outcomes of the initiative. It's important
to highlight any increase in subscription numbers, revenue generated, marketing strategies
that worked, and lessons learned. Additionally, you could mention plans for future
improvements and growth opportunities to continue building a successful subscription base
for the magazine. The project to sell subscriptions for the weekly magazine has yielded
positive results with increased subscription numbers and revenue. Effective marketing
strategies played a pivotal role, and the experience gained will guide future enhancements
and growth efforts.

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 BIBLIOGRAPHY

1. https://www.theweek.in/

2. https://www.manoramaonline.com/

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