Anda di halaman 1dari 40

1

EXECUTIVE SUMMARY
It is the summary of the report. It must give a brief but complete description of the purpose,
methods used, results and conclusions of the investigation done for project report. Executive
summaries are often written to be understood by persons in administrative positions and
those without research internship.
2

1.1. Identification of Problem

1. Customer query service


2. Arrangement of gifts.
3. Outlet decoration and ambiances
4. Well trained salesmen
5. Availability of easy EMI schemes.
6. Organizing events

1.2. Objective of the Study


• To know the reading perception of the customers like what the people thinks about
the content, article and advertisement of the magazine.
• To know the customers perception towards the Outlook magazines over other
magazines like India Today and so on.
• To know the preference of magazines over the internet, newspapers and other
informative source.

1.3. Scope & Limitations of the study


1.3.1 Scope of the study-
• A large number of new players have entered to the market and are trying to gain market
share in this rapidly improving market.
• The study deals with OUTLOOK in focus and the various segments that it caters to.
• The study then goes on to evaluate and analyse the findings so as to present a clear
picture of trends in the magazine sector.
• This project will help the company to know its market reputations and know about their
different buyer in the market.
• By using this project of the company may find some remedy in its marketing research
and can also find the behaviour of customers on their different types of magazines.
• As the project mainly deals with the readers psychographic profile about OUTLOOK
magazines and its competitors, the organization may utilize this work to focus its
readers with greater perfection.
3

2.1 BACKGROUND STUDY

A literature review is a text of a scholarly paper, which includes the current knowledge
including substantive findings, as well as theoretical and methodological contributions to a
particular topic. Literature reviews use secondary sources, and do not report new or original
experimental work.

Types of Review

Most often associated with academic-oriented literature, such as a thesis, dissertation or a peer
reviewed

journal article, a literature review usually precedes the methodology and results section
although this is not always the case. Literature reviews are also common in a research proposal
or prospectus (the document that is approved before a student formally begins a dissertation or
thesis). Its main goals are to situate the current study within the body of literature and to provide
context for the particular reader. Literature reviews are a basis for research in nearly every
academic field.

A systematic review is a literature review focused on a research question, trying to identify,


appraise, select and synthesize all high-quality research evidence and arguments relevant to
that question. A Meta-analysis is typically a systematic review using statistical methods to
effectively combine the data used on all selected studies to produce a more reliable result.

As the end of the first decade of the twenty-first century sees yet another drop in print
newspaper paid circulation and a sharp increase in newspaper operations closures in North
America, perceptions of newspapers as a troubled or even agonizing medium continue to arise
from the industry, audiences, and media writers alike. There’s a perception of the decline in
newspaper circulation as a global phenomenon, affecting the newspaper industries of countries
all over the world in a similar way, and hard economic times and the increasing popularity of
the Internet are often pointed out as main causes. But these conclusions may be too casual. A
comparative statistical analysis of economic, technological and media trends for several
countries in a representative period of the past decade is presented to show how the industry
has actually been performing in the context of different national realities and to provide a
4

context in which several of those perceived behaviours and causal relationships can be tested
and analysed in a scientific way.

The objective of present research paper is to highlight the importance of measuring


advertisement effectiveness in print media and to develop a conceptual model for
advertisement effectiveness. The developed model is based on dimensions on which

Advertisement effectiveness depends and, on the dimensions, which are used to measure the
effectiveness. An in-depth and extensive literature review is carried out to understand the
concept of advertisement effectiveness and its various determinants in context of

print media. Based on the insights gained, a conceptual framework for advertisement
effectiveness is presented. The model is an attempt to uncover the relatively less explored area
of advertisement effectiveness in Indian advertising scenario. It is believed that present work
will encourage scholars and academicians to further explore the area and will offer conceptual
assistance and a fresh direction in the domain of advertisement effectiveness.
In today’s aggressive and quickly changing business landscape, advertising symbolizes an
imperative mode by which organizations keep in touch with their existing and prospective
customers. Constantly upgrading technology has forced modern marketers to look for inventive
and latest media channels to lure customers. It has also led to rapid proliferation of internet,
mobile phones, movies and video games as emerging media alternatives. Despite of all this,
traditional media option such as print is as effective as it used to be in earlier days. An important
element of promotional mix for any company, print advertisements have their own prominent
share in a company’s marketing budget.

Consumers are more engaged while reading printed material, unlike websites, which are often
skimmed in as little as a 15 second visit. The Indian newspaper industry is expected to grow
strongly for another decade due to mounting literacy. Aam Aadmi in India is neither a global
citizen nor a netizen who has easy access to information that empowers him. Thus, print in
India is an uncomplicated means of individual empowerment. Print is local and a tangible
means of common man’s empowerment. It is evident that print Prateek Maheshwari is a
research scholar at GLA University, Mathura
5

(U.P.), India and an Assistant Professor at Institute of Business Management and

Research, IPS Academy, Indore (M.P.), India (Corresponding Author; Mobile:

+91-9977802779; e-mail: prateekm@hotmail.com).

Thus, the present research study is an attempt to understand the concept of advertisement
effectiveness and to identify its various dimensions in context of different media in order to
develop a conceptual model of advertisement effectiveness in print media context. The next
section of the paper discusses detailed review of literature which is carried out for present
research work. Subsequent sections deal with the development of conceptual framework of
advertisement effectiveness, concluding remarks and some directions for future research.

The introduction to the theme, rationale and objectives of the study has been covered in Chapter
1. The present chapter is devoted to the review of related research. Because of the
interdisciplinary nature of the study encompassing communication education, gender
sensitization and women workforce in journalism, the literature reviewed was diversified in its
content and format.

The studies reviewed are grouped under four major categories;

(i) Journalism Education,

(ii) Gender and Journalism Education,

(iii) Women in Media, and (iv) Gender and Media.

JOURNALISM EDUCATION

The studies related to the significance and the status of journalism education both in India and
in the global context are discussed in this division.

Significance of Journalism Education

L. Janett Dates (2006), in his article titled “Does Journalism Education


6

Matter?” has established the significance of journalism profession and its possible role in
strengthening the democracy. It has also analysed the factors contributing to producing
efficient and ethical journalists.

According to the author, “Journalism is one of the most important professions in the world; it
is the principal way for us to mediate between the world of actions and the world of expertise
and the general public. Journalism is not just a raft or a profession. It is the lynchpin of the
foundation of democracy, hence the educators must be in the van guard ceaselessly advocating,
nurturing and protecting such concepts so that students leave us armed with this knowledge –
in order for democracy to survive.”

In today’s competitive world, Management Interns have to put rigorous hard work to survive
in the business world. They should be well groomed and well acquainted with functioning of
the corporate world.
The two months Industrial Training is an integral part of Management
Program, aims to provide the management students with an adequate exposure of the various
operation that are taking place in an Industry.

The magazine industry is experiencing an extreme stage in India much the same as in different
nations. Daily papers have added supplements to their principle issue and encroached on the
substance secured by magazines prior. TV stations have additionally been dispatched in diverse
classification that didn’t exist a couple of years back. Furthermore, with the increased stage of
the Internet in the nation, more individuals are currently consuming news and stories on
distinctive points on the web and cell phones. There is still an interest for the top-quality print
content and magazines will need to convey on that need to maintain a strategic distance from
lose piece of the pic of different mediums. Also, that likewise need to investigate and distribute
their content on the web and cell phone industries to offer decision to their subscribers to
consume content from anywhere and whenever.

Circulation is critical for a magazine since it must be readily available and advertised to
customers. Big publications have a strong distribution network.

• Retail: magazines are accessible in retail outlets for sale. The retailer gets a commission
on the sale.
• Membership: publisher signs up subscribers directly or through partners and delivers
the issue in mail.
7

• Selective Distribution: Special sponsored copies are distributed in places and inns. The
print business in India, is exceptionally divided because of expansive number of local
languages. Terminals publication distribution claim 46% of the pieces of the pie, Hindi
language publication blanket 44% and remaining 10% is served by English productions. The
essential utilization of English magazines at present is in metros and urban center’s yet the
development is widening to modest urban communities as the education and income levels
build among the white-collar class.

With the opening up Foreign Direct Investment (FDI) Policy, several international publishers
are aggressively entering the market and this trend is expected to continue. India has been one
of the quickest developing world economies since the previous three years. Solid utilization
and rising income levels have helped the development of print media. The sources of revenue
for a magazine company are membership, single duplicate deals and commercials. Give or take
73% of income originates from promoting and 27% from circulation.
Readers Feedback Survey:
I have surveyed few samples with questionnaire to understand the various factors, considered
by readers while choosing desired magazines. I had done Readers’ Survey within the reports
that is being provided by me and the company.

Generating Sales:

Outlook Publishing Group has asked me to sale new subscriptions of magazines, while
conducting the survey; simultaneously. As while capturing feedback of readers, I can
understand the various factors and some of the respondents can become the prospects of
Outlook Publishing Group’s various magazines. From that prospects list I have converted few
of them into customers of Outlook
8

2.2. Company Profile

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

Rajan Biharilal Raheja (born 1954) is an Indian businessman who lives in Mumbai. Forbes
magazine has identified him as a billionaire with a net worth of $2.15 billion, making him the
30th richest person in India. Rajan Raheja made his beginning in the construction business.
After building a huge presence in the realty market, his Rajan Raheja Group diversified
laterally into manufacturing, financial services and media—each venture initiated, and
executed, to fulfil the objective of assuming leadership in core areas.

OUTLOOK: In October 1995, group company Hathway Investments Private Limited entered
the print media. Outlook, a weekly newsmagazine headed by Vinod Mehta, galvanized a
sluggish market reeling under the impact of satellite TV.

Outlook quickly carved a significant niche for itself among discerning readers who value its
in-depth, investigative reporting as well as its stylish visual format. Known to be fiercely
independent, outlook has shaken the establishment on events ranging from Kargil to Kashmir
to cricket, sensitized the reading public to important issues like big dams, education and gender,
and provided an unremitting focus on South Asian geopolitics.

Today, outlook is the preferred magazine of 1.5 million readers in India, and sells more than
9

11.2 million copies over the year.

Outlook is one of India's four top-selling English weekly newsmagazines. Like many other
Indian magazines, it is reluctant to reveal its circulation, but the 2007 National Readership
Survey suggested 1.5 million copies. Outlook’s competitors are India Today, The Week.

Currently it has several magazines like Outlook Business, Outlook Money, Outlook Traveler,
Outlook Hindi to name a few.

Outlook Magazine:

‘Outlook’ is India’s most vibrant weekly news magazine with critically and globally acclaimed
print and digital editions. Now in its 21st year, Outlook's award-winning journalism has made
the important interesting with ground-breaking public-interest and investigative reportage
which has fetched it the International Press Institute Award for Excellence in 2007 and the
World Media Summit Award in 2014. Published from New Delhi, and printed at multiple
locations, with editorial bureau and contributors across India and the world, the general-interest
magazine combines the quirky with the cutting edge in its coverage of Indian politics, business,
international relations---and arts, culture, books and trends. The pages of Outlook have played
host to the biggest names of Indian intellectualism. Its founder Editor-in-Chief was the
redoubtable Vinod Mehta; the current Editor-in-Chief is Krishna Prasad.

Outlook Traveller:

For the serious traveler, Outlook Traveller is a mine of information, keeping you up-to-date
with the latest trends in travel and tourism. For those who prefer to travel in their armchairs, it
lays out a sensual feast. Postcard pretty visuals, practical advice and atmospheric travel
experiences make Outlook Traveler an engrossing and refreshing read.

Outlook Business:

Outlook Business, the magazine for decision makers is insightful, analytical and
thoughtprovoking. At Outlook Business, we are well aware of what our readers expect from
us: thought leadership, grounded views, rare insights and fresh perspectives, coupled with an
approach that is holistic and global. This is what we have pledged to provide.
10

Outlook Money:

Launched in July 1998, Outlook Money has relentlessly worked as your money manager,
helping you invest well, borrow wisely and spend smartly. The Outlook Money magazine has
been advising its readers on finance, investing, real estate, smart savings, insurance, healthcare,
travel, besides buying and maintaining cars. Through our stories we attempt to give you
specific, actionable tips that you can use to make your money grow. It is these efforts of 16
years that has helped us grow from being India’s first personal finance magazine to India’s No.
1 personal finance magazine.

Outlook Hindi:

Outlook has rewritten the way news and general interest magazines are presented in India. It is
comprehensive yet concise and crisp, investigative and bold in its approach. Outlook covers an
array of topics ranging from current affairs, socio-economic issues, politics, lifestyle,
entertainment, sports, international features, etc.

MOTHER COMPANIES OF RAJAN RAHEJA


11

2.2.1 MISSION & VISION

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 growing.
• Develop mutually beneficial relationship with our business partners.
• Employ cost – effective processes and there by create a strong organization.

VISSION

• To be a premium Global Conglomerate with a clear focus on the business

VALUES

• Integrity

• Teamwork

• High Achievement

• Service Excellence

• Building Shareholder Wealth


12

2.2.2 SWOT ANALYSIS

• STRENGHTS: -

1. Innovative and customer-oriented products.


2. Six different magazines which cover major segments of the market and fulfil
the needs of different age group belongings to different sectors.
3. Exclusive photography and articles, Outlook does not copy the content from
internet and paste in the magazines.
4. Outlook has well organized and experienced man power, which approaches
directly and indirectly as well, to the readers.
5. Outlook has set up many distribution channels, which circulate 1.5 million
copies in India.
6. Outlook gives you multiple times address change flexibility and charge nothing
for the services.
7. Outlook is known for its range of magazines, subscription offers (also available
with the internet edition) and provide with exciting gifts to the costumers.

• WEAKNESS: -
1. Price of some magazines is high.

2. Customers perception that outlook serves to a political party.

3. It takes four weeks in delivery of the first copy of the subscribers and two weeks
in case of the address change.

• OPPORTUNITIES: -

1. It has many products capturing all sectors information so it has an opportunity


to become the market leader.
2. Outlook can increase its product line by launching new magazines, which can
increase the market share of Outlook.
3. Outlook has an opportunity to promote its magazines at international level with
international edition.
13

• THREATS: -

1. Number of competitors in the market

2. India today has already captured the big market share.

3. Perception of the readers, “Outlook favours Congress party and does not write
anything against the party.

2.2.3 AWARDS & ACCOLADES

• Department of Tourism, Government of India Award, National Tourism Award 2001 –


2002 Awarded to OUTLOOK TRAVELLER for excellence in publication.

• OUTLOOK TRAVELLER “100 Holidays in the Hills” won the 2004, Gold Awards

• In 2002 - 2003 the Government of India recognized “OUTLOOK TRAVELLER

GETAWAYS” as the “BEST TRAVL PUBLICATION”.

• Weekend breaks from Delhi was in the BESTSELLERS top three, non – fiction
category for 14 consecutive weeks in North India.
• Weekend breaks from Mumbai was in the BESTSELLERS list top three for 8
consecutive weeks in West India.

OUTLOOK MONEY AWARDS

The awards started in 2002, and are presented to the best in the following key personal areas:

• Value Creating Companies

• Wealth Creators (Mutual Funds)

• Banks

• Online Brokers

• Home Financiers

• Hall of Fame
14

3.1 METHODOLOGY

Product training & Knowledge was an important part of the study. This means over view of all
magazines of OUTLOOK INDIA group in detail. To know how one magazine distinguishes
from other, in terms of features, target customers, readership, and circulation. Since, Outlook
is a print media; we get to know the add one thing how a print media works, how costing plays
an effective role in sales and marketing.
Identification of Segments is an important part as the Indian market is very huge, thus, catering
the needs of diverse customers. Thus, in the second phase identification of new segment is
must. Segments like real estate, retails, clubs, hotels etc were identified.

Tele calling is a process in which we make call to the customer and ask them to subscribe
online. In third process calling is made to those customers who were already the subscriber of
the magazine and whose subscription is going to expire or already expired. It is done by using
the database provided by the customer.

Generation of database from websites like fundoodata.com and others, for companies in
different segments, present in Kolkata to know they promote their brand and to make them
aware about the new marketing tools and strategies thus adopted by sales & promotion team of
the Outlook group.
The terminology used for customers:

• The list of customers presents in the database that are to be contacted.

• The list of customers who are interested in the promotion.

• The customers who finally close the deal on a positive note.

Assisting the sales and promotion team in promoting sales by converting present customers in
database who are to be contacted to customers who finally close the deal on a positive note.
Consequently, sales are generated as per targets.

The survey is carried out to know the current market trends in each segment and to analyse
competitor’s product in that particular segment.
15

3.1.1 Research Methodology:

The process used to collect information and data for the purpose of making business decision.
The methodology may include publication research, interview, survey & other research
techniques and could include both present and historical information.

Sample:

A sample is a subset containing the characteristics of a larger population. Samples are used in
statistical testing when population sizes are too large for the test to include all possible members
or observations. A sample should represent the whole population not reflect bias toward a
specific attribute. The sample size of survey was 100.

Sampling method:

Sampling method refers to the way that observations are selected from a population to be in the
sample for a sample survey.

3.1.2 Sampling Technique:

A Sampling Technique is the name or other identification of the specific process by which the
entities of the sample have been selected.

Here I have considered only those respondents who are the readers of magazine. As
per my convenience, I have asked them to answer the questions.

• Convenience sampling:
A convenience sample is one of the main types of non-probability sampling methods.

A convenience sample is made up of respondents who are easy to reach.

• Sampling:

A convenience sample is one of the main types of non-probability sampling methods. A


convenience sample is made up of respondents who are easy to reach

• Data:

Data is a set of values of qualitative or quantitative variables; restated, pieces of data are
individual pieces of information. Data is measured, collected and reported, and analysed, where
upon it can be visualized using graphs or images. Data as a general concept refers to the fact
16

that some existing information or knowledge is represented or coded in some form suitable for
better usage or processing.

3.1.3 Data are two types –

1. Primary Data

2. Secondary Data.

Primary Data: It is information that you collect specifically for the purpose of your research
project. An advantage of primary data is that it is specifically tailored to your research needs.
Primary data: Data collected by the investigator himself/ herself for a specific purpose.

Example: Data collected by a student for his/her thesis or research project.

Secondary Data: It refers to data that was collected by someone other than the user. Common
sources of secondary data for social science include censuses, information collected by
government departments, organizational records and data that was originally collected for other
research purposes.

Example: Census data being used to analyse the impact of education on career choice and
earning.

Primary Data Collection Method-

• Face to face interview.

The Face-to-Face Method. A personal interview survey, also called as a face-to-face survey, is
a survey method that is utilized when a specific target population is involved. The purpose of
conducting a personal interview survey is to explore the responses of the people to gather more
and deeper information.

• Questionnaires.

A questionnaire is a research instrument consisting of a series of questions and other prompts


for the purpose of gathering information from respondents. Although they are
17

often designed for statistical analysis of the responses, this is not always the case. The

questionnaire was invented by the Statistical Society of London in 1838 I have used the

Questionnaire Method.

 Population

Population sampling is the process of taking a subset of subjects that is representative of the
entire population. The sample must have sufficient size to warrant statistical analysis. Our
target population is all type of educated people in Mango Lane to BBD Bagh.

 Sampling Size

Sample size determination is the act of choosing the number of observations or replicates to
include in a statistical sample. The sample size is an important feature of any empirical study
in which the goal is to make inferences about a population from a sample.
Sample size is 100. 100 respondents feedback collected from the Questionnaire.
18

4. ANALYSIS AND INTERPRETATION

1. GENDER?
a) Male
b) Female
Table no; 4.1
Male 78
Female 22
Source Authors Calculation

Figure No: 4.1

Gender

22%

Male
Female

78%

Authors Compilation

Interpretation

From the above pie chart, I have interpreted, that 78% reader is Male and 22% readers are
Female.
19

2. AGE GROUP?
a) 20-30
b) 30-40
c) 40 & above

Table No: 4.2

20-30 50
30-40 27
40 & above 23
Source - Authors Calculation
Figure No: 4.2

AGE GROUP
20-30 30-40 40 & Above

30% 30%

40%

Authors Compilation

Interpretation

From the above pie chart, I have interpreted, that 50% reader is within the age group of 20 to
30. The Magazines are not very popular within the age group of 30 to 40 and the reader’s habit
gradually decreased for the age group of 40 & above. So, we can interpret that the age group
of 20 to 30 are good Magazine readers.
20

3. QUALIFICATION?
a) Undergraduate
b) Graduate
c) Post Graduate

Table No:4.3

Undergraduate 18
Graduate 70
Post Graduate 12
Source - Authors Calculation

Figure No:4.3

QUALIFICATION
Undergraduate Graduate Post Graduate

15%
25%

60%

Authors Compilation

Interpretation

From the above bar graph, I have interpreted, that 70% readers are Graduate, 12% readers are Post
Graduate and remaining 18% readers are Under Graduate.

.
21

4. OCCUPATION?
a) Services
b) Business
c) Others

Table No: 4.4


Service 16
Business 20
Others 64
Source - Authors Calculation
Figure No: 4.4

Occupation
70

60

50

40

30

20

10

0
Service Business Others

Occupation

Source - Authors Compilation

Interpretation

The above Bar Graph says that the people in Others group are interested in reading more
magazines like Students, teachers, doctors, several Employees and Retired persons than the
people working in Service sectors or in a any type of Business functions. The High Schools
and also Travel Agents or Hotels are keeping the Traveller magazines for themselves and the
customers. These are also consisting in the others group.
22

5. PEOPLE INTERESTED TO READ ENGLISH MAGAZINES?


a) Yes
b) No

Table No:4.5
Yes 80
No 20
Source - Authors Calculation
Figure No:4.5

People Interested to Read Magazines

20%

Yes
No

80%

Source - Authors Compilation

Interpretation
From the above pie chart, we can say that, 80% respondents prefer to read English magazines.
However, 20% preferred to read other language-based magazines.
6. READERS’ PREFERABLE BRAND OF MAGAZINES?
a) India Today
b) Outlook
c) Time
d) The Week

Table No :4.6

India Today 48
Outlook 32
Time 06
The Week 14

Source - Authors Calculation

Figure No: 4.6

Readers Preferable Brand Of Magazines


60

50

40

30

20

10

0
India Today Outlook Time The week

Readers Preferable Brand Of Magazines

Source – Authors compilation


Interpretation
The above Bar Graph shows that a greater number of people likes to read India today. But on
the other hand, the outlook magazine is also favourite towards the magazine readers, then the
Time magazine & The Week magazine.

23
7. TYPES OF MAGAZINES - READERS PREFERENCE?
a) Current Affairs
b) Travel & Tourism
c) Money/ Finance
d) Business Information
e) Regional Language

Table No: 4.7

Current Affairs 37
Travel & Tourism 27
Money / Finance 13
Business Information 17
Regional Languages 6
Source - Authors Calculation
Figure No: 4.7

Types Of Magazines - Readers Preference


40

35

30

25

20

15

10

0
Current Affairs Travel & Tourism Money Business Information Regional Language

Types Of Magazines - Readers Preference

Source - Authors Compilation

Interpretation
From the above Bar Graph, it is interpreted that a greater number of people likes to read
magazines on Current Affairs, as it is 37%. After that, readers prefer more to read Travel &
Tourism magazines which are 27%. Even this is more than the other magazines like Financial,
Business and Regional Language based magazines.
8. PERCENTAGE OF OUTLOOK MAGAZINE READERS?
a) Yes
b) No
Table No: 4.8

Yes 52
No 48
Source - Authors Calculation
Figure No: 4.8

Percentage Of Outlook Magazine Readers

Yes
48%
52% No

Source - Authors Compilation

Interpretation

From the above pie chart, it is interpreted that majority of the readers have read Outlook
Magazines which is 52%, while the others i.e. the remaining 48% have not.
9. PARAMETERS PEOPLE PREFERRED TO CHOOSE BEFORE
CONSIDERING A MAGAZINE BRAND?
a) Information
b) Look & Design
c) Price
d) Brand Name
e) Mode of Delivery
Table No: 4.9
Information 39

Look & Design 5

Price 20

Brand Name 27

Mode of Delivery 9

Source - Authors Calculation


Figure No: 4.9

Parameters People Preferred To choose Before considering


a magazine brands
45
40
35
30
25
20
15
10
5
0
Information Looks & Design Price Brand Name Mode of Delivery
Parameters People Preferred To choose Before considering a magazine brand

Source - Authors Compilation

Interpretation
From the above Bar Graph, it is interpreted, that 39% of the magazine readers likes to read
magazines to gather information. Look and Design, and Mode of delivery do not matter a lot
to them. But the Price for subscription and Brand Name quite a lot of matters to the magazine
readers.
10. READERS EVER TAKEN ANY SUBSCRIPTION OF MAGAZINES?
a) Yes
b) No
Table No: 4.10
Yes 37
No 63
Source - Authors Calculation
Figure No: 4.10

Readers Ever Taken Any Subscription Of


Magazine

37%
Yes
No
63%

Source - Authors Compilation

Interpretation
From the above pie chart, it is interpreted, that most of the readers which is 63% have not taken
any subscriptions ever in their life. The other 37% readers have taken one or more subscriptions
of any magazines earlier.
11. THE FACILITIES READERS LIKES TO TAKE WHILE SUBSCRIBING FOR
A MAGAZINE?
a) Discounts
b) Assured Gifts
c) Change of Address Facilities
d) Temporary Suspension
e) Hand to Hand Delivery
f) Special Discount on Subscription
Table No: 4.11
Discounts 30

Assured Gifts 17

Change of Address Facilities 9

Temporary Suspension 5

Hand to Hand Delivery 10

Special Discount on subscription 30


Source - Authors Calculation
Figure No: 4.11

OPINION ABOUT THE BENEFITS PROVIDED BY THE


OUTLOOK GROUP
Special Discounts on
Subscription Discounts
31% 35%

Hand to Hand
Delivery
6%
TemporaryChange of Address Assured Gifts
Suspension 18%
Facilities
3% 7%
Source - Authors Compilation

From the above Bar Graph, it is interpreted that, most of the readers preferred to have Discounts
and Special Discounts. They are very interested for the Free Assured Gifts. Other benefits like
Change of Address, Temporary Suspension, Hand to Hand delivery doesn’t really matter much
to them.
12. READERS LIKES TO SUBSCRIBE FOR OUTLOOK MAGAZINES?
a) Yes
b) No
Table No: 4.12

Yes 20
No 80
Source - Authors Calculation

Figure No: 4.12

Readers Like to Subscribe For Outlook


Magazines

20%

Yes
No

80%

Source - Authors Compilation

Interpretation

From the above pie chart, it is interpreted, that most of the readers are not interested to subscribe
for Outlook Magazines which is 80% and rest of the readers, i.e. the remaining are interested
to subscribe for Outlook Magazine.
13. THE REASONS FOR NOT SUBSCRIBING TO OUTLOOK MAGAZINES?
a) Subscribed to other magazine brands
b) Delivery Problems
c) Subscription Price Is High
d) No time To Read
e) Prefers Newspaper More
Table No: 4.13
Subscribed to other magazine brands 12
Delivery Problems 10
Subscription Price is High 8
No time to read 20
Prefers Newspapers more 50
Source - Authors Calculation

Figure No: 4.13

THE REASON FOR NOT


SUBCRIRIBING TO OUTLOOK
Already
MAGAZINE Subscribed To
other magazines
12% Delivery
problems in that
area
10%
Newspaper
Readers
50%
No time to read
magazines
20%
High Price
8%
Already Subscribed To other magazines Delivery problems in that area
No time to read magazines High Price
Newspaper Readers

Source Authors Compilation

Interpretation

From the above bar graph, it is interpreted, that some of the readers are having the subscription
of other magazines, while the others are having some Delivery problem issues. The lack of
time for reading magazines regularly is a major concern while people are also not ready or
convinced for paying for high price of subscriptions. But the major concern is that there is a
huge number of Newspaper readers in the area which is making the Outlook magazines to be
slightly unpopular among the readers in this area.

14. PREFERRED FREQUENCY OF MAGAZINE SUBSCRIPTIONS?


a) Weekly
b) Fortnightly
c) Monthly
Table No:4.14
Weekly 13
Fortnightly 39
Monthly 48
Source - Authors Calculation

Figure No: 4.14

Preferred Frequency Of Magazine


Subscriptions

13%

Weekly
48% Fortnightly

39% Monthly

Sources Authors Compilation

Interpretation

From the above pie chart, it is interpreted, that most of the readers which is 48% preferred to
take subscriptions upon Monthly basis due to the lack to time constraints to follow magazines
every day, others preferred Fortnightly subscriptions (39%) & some are also interested in
taking subscriptions Weekly (13%).

15. PEOPLE WHO HAVE HEARD ABOUT THE OTHER MAGAZINES OF


OUTLOOK GROUP?
a) Outlook Business
b) Outlook Traveller
c) Outlook Money
d) Outlook Hindi
Table No: 4.15
Outlook Business 26

Outlook Traveller 46

Outlook Money 20

Outlook Hindi 8
Source - Authors Calculation

Figure No: 4.15

People Who have heard about the other magazines of


Outlook Group
50
45
40
35
30
25
20
15
10
5
0
Outlook Business Outlook Traveller Outlook Money Outlook Hindi
People Who have heard about the other magazines of Outlook Group
Sources - Authors Compilation

Interpretation \\\\\\

It is interpreted from the above pie bar graph; Outlook Traveller is the most popular
magazine (46%) among the readers. With that Outlook Business & Outlook Money can
be considered also much known type of magazines. But being a Regional language
magazine, Outlook Hindi got less popularity among the readers.
5.1 DISCUSSION:
1. 80% of respondents are available in between Mangoe Lane to BBD Bagh who prefer to
read English magazines.
2. Readers in between Mangoe Lane to BBD Bagh, prefer to read Major two brands. Those
are India Today & Outlook.
3. 37% of respondents prefer to read Current Affairs & 27% of respondents prefer to read
Travel & Tourism magazines in between Mangoe Lane to BBD Bagh. The remaining
36% read other magazines like Finance, Business and Regional language-based
magazines like Hindi or Bengali magazines.
4. 52% of respondents have read Outlook Magazines earlier in between Mangoe Lane to BBD
Bagh area.
5. It is noteworthy that, nearly 39% of respondents prefer to choose Information before
considering any magazines brands. Other 20% readers consider Price as an important factor
and also 27% think of Brand name while choosing any Magazine.
6. 37% of respondents familiar to take any magazines subscription in between Mangoe Lane
to BBD Bagh. Others have not taken any subscription of any magazine ever.
7. 30% of respondents prefer to choose Outlook publishing group, if they provide Discount
and 30% needs Special discount on magazine subscription in between Mangoe Lane to
BBD Bagh. Other 17% also likes Outlook magazines as they get assured gifts. The
remaining persons are not much concerned about Temporary suspension, Change of
address or Mode of Delivery.
8. 20% of respondents agreed to take subscription of Outlook magazine in between Mangoe
Lane to BBD Bagh.
9. 50% of respondents available in between Mangoe Lane to BBD Bagh generally read
Newspapers daily and 20% readers have no time to read magazines regularly. Some about
12% of the readers are already subscribed to other magazine brands like India Today or
Bhrama Patrika.
10. In between Mangoe Lane to BBD Bagh 48 % of the respondent prefers monthly
subscription of magazines. 39% readers prefer Fortnightly basis and 13% on Weekly basis.
11. 46% of respondents prefer Traveller magazine among all the magazines of Outlook group
and about 20% people who are English magazine readers know about Outlook Money and
Outlook Business magazine in the Mangoe Lane to BBD
Bagh area. Hindi magazine is not quite very popular in this area having only 8% reader

34
5.2CONCLUSION

The majority of non-subscribers has not actively rejected subscribing, but simply need more
convincing. IN addition, gift subscription offers significant growth opportunities, but
consumers awareness of them appears to be relatively low and gifting process could be made
to be more of an ‘event’ and to give the recipient more choices and freedom in their little
selection. Moreover, it was concluded that there are a lot of potential subscribers who need just
a little extra something to make them subscribe. These relatively inexpensive premiums related
to business are effective. They increase trail subscriptions and we can sell more efficiently.

35
BIBLIOGRAPHY

36
Bibliography
A.Arun kumar, D. K. (n.d.). Consumer Perception towards Social Media Advertising.
Dutka, A. (n.d.). AMA Handbook for satisfaction.
Equity Master. (n.d.). Retrieved from https://www.equitymaster.com/publishing/today-tommorow
jobber, D. (n.d.). Selling&sales management.
keller, K. l. (n.d.). Marketing Management.
Mishra, M. P. (n.d.). Journal of Marketing&communication.
Narula, P. A. (n.d.). The UIP Journal of Marketing Management.
Outlook India. (n.d.). Retrieved from https://www.outlookindia.com/magazine
Outlook India. (n.d.). Retrieved from http://www.outlookindia.org/
Theodore, L. (n.d.). Marketing Myopia.

References
A.Arun kumar, D. K. (n.d.). Consumer Perception towards Social Media Advertising.
Dutka, A. (n.d.). AMA Handbook for satisfaction.
Equity Master. (n.d.). Retrieved from https://www.equitymaster.com/publishing/today-tommorow
jobber, D. (n.d.). Selling&sales management.
keller, K. l. (n.d.). Marketing Management.
Mishra, M. P. (n.d.). Journal of Marketing&communication.
Narula, P. A. (n.d.). The UIP Journal of Marketing Management.
Outlook India. (n.d.). Retrieved from https://www.outlookindia.com/magazine
Outlook India. (n.d.). Retrieved from http://www.outlookindia.org/
Theodore, L. (n.d.). Marketing Myopia.

Works Cited
A.Arun kumar, D. K. (n.d.). Consumer Perception towards Social Media Advertising.
Dutka, A. (n.d.). AMA Handbook for satisfaction.
Equity Master. (n.d.). Retrieved from https://www.equitymaster.com/publishing/today-tommorow
jobber, D. (n.d.). Selling&sales management.
keller, K. l. (n.d.). Marketing Management.
Mishra, M. P. (n.d.). Journal of Marketing&communication.
Narula, P. A. (n.d.). The UIP Journal of Marketing Management.

37
Outlook India. (n.d.). Retrieved from https://www.outlookindia.com/magazine
Outlook India. (n.d.). Retrieved from http://www.outlookindia.org/
Theodore, L. (n.d.). Marketing Myopia.

38
ANNEXURE
READERS FEEDBACK QUESTIONNAIRE

(This is a self-administered questionnaire designed purely for academic purpose)

1. Do you read English Magazine?


Yes No

2. What magazine do you like to read?


India Today the Week Outlook TIME

3. Which type of magazines do you read?


Current Affairs Travel & Tourism Money / Finance Business
Information Regional Languages

4. Have you ever read Outlook magazines?


Yes No

Information Look & Design Price Brand Name Mode of Delivery

5. Have you ever taken any subscription of magazines?


Yes No

6. Would you like to subscribe, if Outlook Group provides certain facilities?


Discounts Assured Gifts Change of Address Facilities Temporary
Suspension Hand to Hand Delivery Special Discounts on Subscription

7. Would you like to take subscription of outlook magazines?


Yes No

8. If NO, what is the reason


…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
………………………………

39
9. What is your preferred frequency of subscription? Weekly Fortnightly
Monthly

10. Have you heard about the other magazines of Outlook Group?
Outlook Business Outlook Traveller Outlook Money Outlook Hindi

NAME:

E- Mail ID: ________________________________________________

Contact No: ____________________________________

GENDER: Male Female

AGE GROUP: 20-30 30-40 40-above

QUALIFICATION: Under graduate Graduate Post graduate


OCCUPATION: Service Business Others……………………………….

40