Consumer Buying Behaviour of Magazines

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Summer Internship Report

ON

“CONSUMER BUYING BEHAVIOUR OF MAGAZINES”

By
ASHISH KUMAR MUKHERJEE
A0102109001
MBA(Entrepreneurship) Class of 2011

Under the Supervision ofUnder the Guidance of
Dr. Vandana MathurMr. Sumit Bhardwaj
Programme LeaderDeputy Manager
MBA (Entrepreneurship)Outlook (India) Pvt. Ltd.

In Partial Fulfilment of Award of Master of Business Administration

AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2011

Acknowledgement

I hereby take this opportunity to express my deep gratitude to the persons who made this project successful and possible.

I would like to thank Amity Business School, for providing me an opportunity to take this project work and to my guide Dr. Vandana Mathur, under whose supervision and guidance whole of the project has been completed.

I would like to thank Ms. Shivi Bhasin as she found me credible enough to work for Outlook (India) Pvt. Ltd. and selected me for a challenging project and guided me throughout the project at each and every step, thus was able to complete my project successfully.

I am sincerely thankful to Mr. Sumit Bhardwaj, Deputy Manager - Outlook (India) Pvt ltd. for permitting me to do the project work and submitting the report in department and for continuous motivation.

My sincere thanks to Mr Mauzam, Team Leader, Outlook (India) Pvt. Ltd for his valuable guidance that was of great help during the project and helped me in completing this project successfully.

Lastly I am thankful to my colleagues and friends who have directly or indirectly extended their cooperation and suggestion in completing the project.

ASHISH KUMAR MUKHERJEE
DECLARATION

I confirm that the project work that is undertaken by me is an original and authentic work done by me. This project is being submitted in partial fulfilment for award of degree of Post Graduate Degree in Management from AMITY BUSINESS SCHOOL.

The content of this report is based on the information collected by me during my tenure at Outlook (India) Pvt. Ltd in Delhi during two months of training from 1st of May to 10th July 2010.

Date:Ashish Kumar Mukherjee
Place:Enrolment no. A0102109001

INDEX

Sno.TOPICPage No.

1.Acknowledgement2

2.Declaration3

3.Certificate from faculty guide4

4.Executive summary7

5.Industry profile14

6.Literature review24

7.Research Background & Methodology30

8.Techniques of Data collection31

9.Data interpretation and analysis32

10.Conclusion40

11.References41

12.Annexure43

LIST OF FIGURES

SNO.FIGURESPAGE NO.

1. kind of magazines people read32

2. brand magazines do people generally prefer33

3. contents do you exactly look for into a magazine34

4. cost range people prefer35

5. attracts you most towards the magazine36

6. Who/what influences you the purchase decision37

7. Rating of magazines on the basis of the following attributes

a. Price38

b. Contents38

c. Offers39

EXECUTIVE SUMMARY

History of print media industry
Print Media, as anyone can understand is one of the most important factors coming through in the way a nation works. Newspapers, magazines, books etc. are ready by a lot of people and are certainly one of the most trusted mediums of National and International News. India has a vast array of Print Media with Thousands of Magazines and Newspapers in circulation. Top Notch Journalism, great reporting, press unity and a very strong network is what makes Print Media so much of a success even today in the age of Television and the Internet. It is also said that Print Media also helped literacy and undoubtedly the General Knowledge of the average person in India.

The good thing about Indian...
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