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

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

ACKNOWLEDGEMENT 3

EXECUTIVE SUMMARY 4

Chapter 1 . INTRODUCTION 6

1.1 MAGAZINE INDUSTRIES: THE INDIAN SCENARIO 6

Chapter 2 . LITERATURE REVIEW 10

Chapter 3: OBJECTIVES 15

PRIMARY OBJECTIVES 15

SECONDARY OBJECTIVES 15

Chapter 4 : RESEARCH METHODOLOGY 16

RESEARCH PLAN 16

Data Sources 16

Research Approaches 16

Research Instruments (Questionnaire Construction) 17

Sampling Design 17

COLLECTION OF DATA AND ANALYSIS 18

FINDINGS & RECOMMENDATIONS 18

COLLECTION OF DATA AND ANALYSIS 18

FINDINGS & RECOMMENDATIONS 18

SCOPE OF STUDY 18

Chapter 5 : DATA ANALYSIS 19

PLAN OF DATA ANALYSIS 19

Chapter 6 : RESULTS AND INTERPRETATION 20

CHI-Square Test 23

Binomial Tests 25

Chapter 7. CONCLUSION 27

Chapter 8 : RECOMMENDATIONS 28

LIMITATIONS IN THE STUDY 30

REFERENCES 31

ANNEXTURES 33

COMPANY OVERVIEW 33

PRINT MEDIA 34

ABOUT THE PRODUCTS 36

QUESTIONNAIRE 41

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)



References: ANOVA with SPSS. (2009, Feburary). Retrieved from www.microbiologybytest.com. Dodge, D. (2006). Are newspapers and magazines dying. Outlook English . TargetCast tcm. (2009). TargetCast-Consumer-Media-Study-October2009. webbyshop.pbworks.com. (2007, 01 02). benefits of reading magazines. Retrieved from webbyshop.pbworks.com: http://webbyshop.pbworks.com/Benefits+of+Reading+Magazines+02-01-2007 Wikipedia [5]businessworld.com. (2008, May 11). India Magazine Industry Thriving, Big Players Moving In. Retrieved from businessworld.com: http://www.businessworld.in/index.php/After-Hours/India-Magazine-Industry.html [6] Dodge, D

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