Study of Customer Perspective Towards Outlook Business Magazine with Respect to Content, Price and Brand

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Table of Contents

ACKNOWLEDGEMENT3

EXECUTIVE SUMMARY4

Chapter 1 . INTRODUCTION6

1.1 MAGAZINE INDUSTRIES: THE INDIAN SCENARIO6

Chapter 2 . LITERATURE REVIEW10

Chapter 3: OBJECTIVES15

PRIMARY OBJECTIVES15

SECONDARY OBJECTIVES15

Chapter 4 : RESEARCH METHODOLOGY16

RESEARCH PLAN16

Data Sources16

Research Approaches16

Research Instruments (Questionnaire Construction)17

Sampling Design17

COLLECTION OF DATA AND ANALYSIS18

FINDINGS & RECOMMENDATIONS18

COLLECTION OF DATA AND ANALYSIS18

FINDINGS & RECOMMENDATIONS18

SCOPE OF STUDY18

Chapter 5 : DATA ANALYSIS19

PLAN OF DATA ANALYSIS19

Chapter 6 : RESULTS AND INTERPRETATION20

CHI-Square Test23

Binomial Tests25

Chapter 7. CONCLUSION27

Chapter 8 : RECOMMENDATIONS28

LIMITATIONS IN THE STUDY30

REFERENCES31

ANNEXTURES33

COMPANY OVERVIEW33

PRINT MEDIA34

ABOUT THE PRODUCTS36

QUESTIONNAIRE41

ACKNOWLEDGEMENT

The two months of summer internship at Outlook India Pvt. Ltd. has been a truly remarkable experience. I got to know about the various nuances which are important not only to work in a magazine industry but also are necessary while working for other consumer goods industry. The intensive exposure to marketing environment has enriched me enough, not only to survive in this competitive environment but to excel and to open my own business in the long run.

It gives me immense pleasure to acknowledge the invaluable guidance extended to me by various employees of Outlook India Pvt. Ltd. in successful completion of this project.

A sense of gratitude is not enough to express my sincere thanks towards Mr. Himanshu Pandey (National Sales Manager, Outlook India pvt. ltd), for providing me an opportunity to pursue my summer internship at such an esteemed organization.

With equal gratitude I would like to thank Mr. Sumit Bhardwaj (Deputy Manager, sales) and Mr. Sandeep Kumar Sona (Senior Executive, Marketting), for providing me with the insight to corporate culture and under whose valuable guidance and cooperation I conducted my study.

I am thankful to all City Managers, Cafe Manager and Café Staff for the valuable discussions and suggestions which helped me a lot in understanding this industry and in completing my project work.

I would like to express my deep gratitude towards Dr. K. L. Chawla FORE School Of Management and my Project Guide for his constant motivation and valuable suggestions throughout the internship program.

Amba Prasad Tiwari

93007 PGDM-IBM (2009-11)

Fore School of Management

EXECUTIVE SUMMARY

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.

Business magazines in India are one of the best ways of getting all the information regarding the current events taking place in the business world of India. Business magazines in India provide all the information that is required to quench the thirst and curiosity of the general mass. The market for the Business India magazine is vast. The Top Business magazines of India are sold in huge numbers all over India.

Some of the top business magazines of India are: Businessworld, Outlook Business, Business Today, BusinessBarons and Business India. These are the few Business magazines in India that have an excellent market.

Ever since India started riding high on the economic boom after liberalization in 1991, countless business magazines have come into existence in the...
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