Customer Attitude toward Business Magazines in India: An Overview

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Despite the advancement of electronic media and information technology, the print media continues to be preferred for detailed information regarding various topics. The paper seeks to study the attitude of consumers towards the Business magazines. The magazines are more popular among English knowing readers since the leading business magazines are in that language. Of the people surveyed, 26% said that seeing an article on the Internet actually makes them want to pick up a magazine to find out more on subjects viewed online. The survey also found that for two thirds of the people (66%) a magazine remains the preferred source of information on favorite hobbies and topics. The existing business oldies—Business Today and Business India—have hardly changed through the years. Saras Salil leads amongst the magazines, whereas in Business section, Business Today overthrows Business World to take the number one spot. The other magazines in top 10 are Kumudam, Kungumam, India Today, Vanitha, Meri Saheli, Ananda Vikatan, Cricket Samrat and Pratiyogita Darpan.

This study has also identified that there is a decline in readership of business magazines. The data related to business magazine readership are as follows: • Business Today with 5,35,000 readers leads amongst the business magazines. • Business India with 3,57,000 readers has shown a 17% drop in readership. • Business World with a total of 2,39,000 readers, has shown a 17% drop in readership.

• To undertake a comparative study or to analyze the competition among the major players in business magazine section. • To study the reader purchase behavior, influencing factors and preference of readers towards the business magazines. • To evaluate and rank the most important influencing factors for purchase of business magazine.

The sampling unit was the business magazine readers in Eastern Uttar Pradesh. A detailed questionnaire was used and the sample size was...
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