A

Project Report on

“A STUDY OF CONSUMER BEHAVIOUR”

AT

“OUTLOOK GROUP”
Business Outsourced by
“ WNS GLOBAL SERVICES PVT LTD”

Submitted by

RAVI RANJAN

Under the guidance

of
(Dr. Preeti Sharma)

Submitted to

Savitribai Phule Pune University

In partial fulfilment of requirement for the award of
degree of
Master of Business Administration
MBA Marketing

Batch (2021-2023)

“Trinity Institute of Management & Research, Pune -

411048”
 DECLARATION

I hereby declare that the project titled “A Study of Consumer Behavior ” is an original piece of
research work carried out by me under the guidance and supervision of Dr. Preeti Sharma. The
information has been collected from genuine & authentic sources. The work has been submitted in
partial fulfilment of the requirement of MBA (Marketing) to Pune University.

Place: Pune Signature:

Date: RAVI RANJAN

 Certification of Completion

This is to certify that Mr. RAVI RANJAN , student of Trinity Institute of Management &
Research - Pune has successfully completed Summer Internship with us for the period
20 October 2022 to 20 December 2022.

We wish him all the best.

Yours Sincerely,

Ashish Gupta
Outlook Group

New Delhi
December 26, 2022

Outlook Publishing India Pvt Ltd, AB -10, Safdarjung Enclave, New Delhi —110029
 25-Dec-2022

Ravi Ranjan

L 14 79 Dindayal Colony

Phase 1 Manki Rajnandgaon Chhattisgarh 491441

Internship Completion Certificate

TO WHOMSOEVER IT MAY CONCERN
This is to certify that Mr. RAVI RANJAN, has worked as Associate – Ops in our company for our client
OUTLOOK GROUP as an Marketing Intern from 20th October, 2022 to 20th December, 2022 in our
organisation.
During this period, he has successfully completed the work assigned to him.He has been sincere,
hardworking and punctual in his work.I wish him a good & prosperous career in his future.
We wish him all the best.
Best Regards,
For WNS Global Services Pvt. Ltd. **candidate-**

Adil S Nargolwala
Corporate SVP - HR
Head Talent Acquisition
WNS Global Services Pvt. Ltd, Plant No. 10, Godrej & Boyce Complex, Pirojshanagar, LBS Marg, Vikhroli
(West), Mumbai 400 079 | Tel: +91 22 4095 2100 | Fax: +91 22 2518 8307 | CIN: U72200MH1996PTC100196
 ACKNOWLEDGEMENT

I take this opportunity to thank the Savitribai Phule Pune University for giving me a chance
for learning and self-development. I consider myself very lucky and honored to have so many
wonderful people who lead me through in completion of this project. At the outset, I would
like to express my deep sense of gratitude and sincere thanks to my Manager, for providing
an opportunity to discover the corporate world, from close perspective. I take this opportunity
to extend my sincere gratitude to my mentor at OUTLOOK Group business outsourced by
WNS GLOBAL SERVICES for giving me an opportunity to undertake internship training
and the project on the topic Employee Satisfaction at OUTLOOK Group. Last but not the
least I am grateful to entire staff of OUTLOOK Group, who helped me to collect relevant
data and get the real gist of current market scenario. I am also thankful to Dr. Preeti Sharma
my internal guide for this project to whom I am deeply grateful for her constant support and
guidance without which it would not have been possible for me to complete this project on
time. I would also like to express my heartfelt wishes to OUTLOOK Group & WNS
GLOBAL SERVICES, for making these eight weeks a stepping-stone for my career.
 EXECUTIVE SUMMARY

I, as a management intern was engaged with Outlook group business outsourced by WNS
Global Services. I worked in sales department for 60 days. It was a very educative and
professional experience and thereby gaining a practical overview of the corporate work
culture. The Project ―A Study on Consumer Buying Behavior with respect to Outlook
Magazine is an attempt to find out the factors affecting the consumer buying behavior of
Outlook magazine subscribers. To find the impact of branding on consumer buying behavior.
To examine the relationship between monthly income and price sensitive attitude to study the
relationship between profession and experience of Outlook magazine ‘s customers. To assess
the relationship between promotional strategy of celebrity endorsement and experience of
Outlook magazine ‘s customers. The analysis revealed that there are some factors like
convenience, delivery service, branding which leads to customer loyalty. It was found from
the study that there is no significant relationship between income and price sensitive attitude
of customers. It was inferred that there is no significant relationship between profession and
experience of customers. It was found that there is significant relationship between celebrity
endorsement and experience of customers. My study is descriptive in nature and I have used
simple random sampling.
 Sr. Page
No. TABLE OF CONTENTS No.

CHAPTER I INTRODUCTION 1
1.1 GENERAL INTRODUCTION 2
1.2 OBJECTIVES OF THE STUDY 4
1.3 SCOPE OF THE STUDY 5
1.4 LIMITATIONS OF STUDIES 6

CHAPTER II CONCEPT & METHODOLOGY 7

2.1 STUDY OF THE RESEARCH PROBLEM 8
2.2 LITERATURE REVIEW 14
2.3 MEANING OF DATA ANALYSIS, INTERPRETATION AND IMPORTANCE 19
2.4 SOURCES OF DATA 20
2.5 DATA INTERPRETATION 21

23
CHAPTER III ORGANIZATION PROFILE
3.1 INDUSTRY PROFILE 24
3.2 COMPANY PROFILE 28
3.3 PROFILE OF THE ORGANIZATION 39
3.4 VISION MISSION OF COMPANY 30
3.5 GROWTH AND DEVELOPMENT OF THE ORGANIZATION 31
3.6 PRESENT STATUS OF THE ORAGANIZATION 32
3.7 FUNCTIONAL DEPARTMENT OF THE ORGANIZATION 33
3.8 ORGANIZATION STRUCTURE AND ORAGANIZATION CHART 34
3.9 OUTLOOK IMPORTANT STAKEHOLDERS 36
3.10 OUTLOOK MAGAZINE PRODUCT PORTFOLIO 37
3.11 OUTLOOK SALES FIGURE 2020-2021 41
3.12 SOURCES OF FINANCING 42
3.13 SUPPLY CHAIN 43
3.14 CUSTOMER RETENTION STRATEGY AT OUTLOOK 46
3.15 CUSTOMER RELATIONSHIP MANAGEMENT AT OUTLOOK 47
3.16 TRAINING AND WORK DONE AT OUTLOOK 48
3.17 MARKET PROFILE OF THE ORGANIZATION 50
3.18 SWOC ANALYSIS 54

CHAPTER IV DATA ANALYSIS 55

4.1 GRAPHICAL INTERPRETATION FROM SURVEY FORM 56
 CHAPTER V SUMMARY AND CONCLUSIONS 63
5.1 SUMMARY OF FINDINGS 64
5.2 RECOMMENDATIONS 65
5.3 BOOKS REFERRED AND RESEARCH PAPERS 66
5.4 CONCLUSIONS 67

LIST OF FIGURES
TABLE NO. TITLE OF THE FIGURE PAGE NO.
Figure no. 2.1 FACTOR INFLUENCING BUY DECISIONS 9
Figure no. 2.2 INDIVIDUAL FACTORS 10
Figure no. 2.3 PSYCHOLOGICAL FACTOR 11
Figure no. 3.1 MARKET SHARE OF THE ORGANISATION 32
Figure no. 3.2 MARKET SHARE 35
Figure no. 3.3 ORGANIZATION STRUCTURE 37
Figure no. 3.4 OUTLOOK WEEKLY 38
Figure no. 3.5 OUTLOOK MONEY 38
Figure no. 3.6 OUTLOOK TRAVELLER 39
Figure no. 3.7 OUTLOOK HINDI 39
Figure no. 3.8 OUTLOOK PRODUCT PORTFOLIO 40
Figure no. 3.9 OUTLOOK SALES 41
Figure no. 3.10 SOURCE OF FINANCING 42
Figure no.3.11 HIGH CHURNING RATE 45
Figure no.3.12 DIGITAL SUBSCRIPTION INTERFACE 46
Figure no.3.13 CUSTOMER RELATIONSHIP MANAGEMENT 47
Figure no.3.14 KNOWLEDGE JOCKEY INTERFACE 49
Figure no.3.15 SWOC ANALYSIS 54
 LIST OF TABLES

TABLE NO. TITLE OF THE TABLE PAGE NO.

Table no. 3.1 MARKET SHARE OF THE 32
ORGANISATION

Table no. 3.2 ORGANISATIONAL 34

STRUCTURE
Table no. 3.9 OUTLOOK IMPORTANT 36
STAKEHOLDERS
 CHAPTER 1 INTRODUCTION

1|Page
1.1 GENERAL INTRODUCTION

Mass Communication in India

The recent past has seen India awaken to the call of media and this fact has led to major
developments in the mass communication study-sectors across India, which in turn has Led to
the establishment of various media houses- be it newspaper agencies or TV channels or
advertising firms, etc. Today, the media plays a very important role in every Individual ‘s life.
Initially, common people were not very bothered about what the media was doing and media
was strictly restricted to the government and the business houses. But today, every common
man ‘s problem is constantly reflected through media. And there is hardly Any section of the
society or any issues that are not taken up by the media. In fact, media Has become a platform
where common men can raise their problems and demand justice to any issue that is in
circulation. Media has indeed become an integral part of a common man’s life.

Motive of Mass Communication Section

Media stands as an attractive career prospect to the youth of today. So, we have introduced
this section so that an individual can become familiar with the various streams that make up
Mass Communication and also become aware of what Mass Communication has to offer him
in terms of career. What we have done here is that we have taken up each stream and listed
the various colleges across India providing that particular media course, be it journalism or
Public Relations or Cinematography, Advertising, etc. We have tried our best to provide
accurate and updated details about the Mass Communication courses and Mass
Communication institutes across India.
However, if you encounter any discrepancy in the details of the Mass Communication courses
and Mass Communication institutes provided here, do write to us. We welcome any kind of
feedback that will improve the quality of the site, a site that strives to provide the best
information on Mass Communication courses and Mass Communication institutes in India.

2|Page
Present Media of India
Media of India consist of several different types of communications media: television, radio,
cinema, newspapers, magazines, Internet-based Web sites. The Indian media was initiated
since the late 18th century with print media started in 1780, radio broadcasting initiated in
1927, and the screening of Auguste and Louis Lumière moving pictures in Bombay initiated
during the July of 1895 —is among the oldest and largest media of the world. Indian media—
private media in particular—has been “Free and Independent" throughout most of its history.
The period of emergency (1975–1977), declared by our late Prime Minister Mrs. Indira
Gandhi, was the brief period when India's media was faced with potential government
retribution. The country consumed 99 million newspaper copies as of 2007—making it the
second largest market in the world for newspapers. By 2009, India had a total of 81,000,000
internet users—comprising 7.0% of the country’s population, and 7,570,000 people in India
also had access to broadband internet as of 2010— making it the 11th largest country in the
world in terms of broadband Internet users. As of 2009, India is among the 4th largest
television broadcast stations in the world with nearly 1,400 stations. The organization
Reporters Without Borders compiles and publishes an annual ranking of countries based upon
the organization's assessment of their press freedom records. In 2019 India was ranked 81th
of 178th countries, which was a setback from the preceding year.

3|Page
1.2 OBJECTIVES OF THE STUDY

 To find out the factors influencing consumer buying behavior with regard to Outlook
magazines.
 To examine the relationship between monthly income and price sensitive attitude.

4|Page
1.3 SCOPE OF THE STUDY

The main purpose of this project is to understand the consumer Buying behavior of outlook
magazines. In order to do so the customers need to be surveyed thoroughly so as to
understand what exactly the customer is looking for in the product which will satisfy his/her
needs and requirements. After converting prospect into customers, it is essential to retain
these customers so as to create brand loyalty. This can be done by using various promotional
schemes. This research has also been conducted to understand the impact of monthly income,
branding, delivery service. etc. on customer decision making and experience. Also finding out
ways and methods to improve the sales of outlook magazines and also increase the number of
customers.

5|Page
1.4 LIMITATIONS OF RESEARCH

 Formulation of research aim and objectives are little bit difficult.

 Duration of research was short so needed more time for better findings.

 Sample size is too small which is not enough. Larger size could have generated more
accurate results.

6|Page
 CHAPTER II CONCEPT & METHODOLOGY

7|Page
2.1 STUDY OF THE RESEARCH PROBLEM

The research has been conducted to find out the factors affecting each step of decision-
Making process. To devise the strategy in order to influence consumer ‘s decision making
Process. Today everything revolves around the customer hence the study of buying behavior
Becomes a necessity. The customers have great options to select in the modern marketing.
Hence, persuasion of the customers by the marketers has a great impact on their buying
Behavior. In order to persuade the consumers, the marketers have to study the consumer
Behavior. So, influence of cultural, social, personal and psychological factors on buying
Behavior will give marketers a clear understanding of behavior patterns. This research has
also been conducted to understand where outlook stands few years from now and also finding
out ways and methods to improve the sales of outlook magazines and also increase the
number of customers. Customer satisfaction is a very important factor in every marketing
activity of a publishing company. The aim is not the increase in profit alone, but also the
development of a long-term relationship as a result of subscription.

The content quality of magazines is an important variable that influences readers either
positively or negatively. Content is a significant factor so that the reader can form an idea
about

The quality of a magazine and as a result has a significant impact on customer buying
behavior.

Consumers are influenced by many psychological, social and personal factors that influence
their perception of a brand. Brand is a powerful tool to attract more consumers to buy
particular products and, has become important in the luxury market. A very important factor
that influences consumer’s perceptions of a brand is strong brand image. The main purpose of
this article is to study and analyze the role of brand image on consumer buying behavior. This
study examines how brand image affects consumer behavior from a consumer’s perspective.

8|Page
Factor Influencing Buying Decision

Figure 2.1 Factor Influencing Buying Decision

9|Page
Individual Factors

There are many factors that can affect Buying process of a customer, let us shed some light on
some personal factors which influence the buying process of the customer.

1. Age and Life cycle Stage: Like the social class the customer life cycle can have a
significant impact on consumer behavior. The life cycle is an orderly series of stages
in which consumer attitude and behavioral tendencies evolve and occur because of
developing maturity, experience, income, and status. Marketers often define their
target market in terms of the consumers present life cycle stage.

2. Occupation And Income: Today people are very concerned about their image and the
status in the society which is a direct outcome of their material prosperity. The
profession or the occupation of the person has an impact on the products they
consume. The status of a person is projected through various symbols like the dress,
accessories and possessions.

Factors

INCOME

OCCUPATION

PERSONAL FACTOR

LIFESTYLE

AGE

Figure 2.2 Individual Factors

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Psychological Factors

Some of the important Psychological Factors are: Motivation: The le vel of motivation
Influences the buying behavior of the consumers. It is very well explained by Maslow
Through his need hierarchy theory comprising of basic needs, security needs, social needs,
Esteem needs and self-actualization needs.

PERCEPTION

PSYCHOLOGICAL
MOTIVATION LEARNING
FACROT

ATTITUDE
AND
BELIEFS

Figure 2.3 Psychological Factor

Cultural Factors

Cultural factors comprise of set of values and ideologies of a particular community or Group
of individuals. It is the culture of an individual which decides the way he/she behaves. In
simpler words, culture is nothing but values of an individual. What an individual learns from
his parents and relatives as a child becomes his culture. Cultural factors have a significant
effect on an individual ‘s buying decision. Every individual has different sets of habits, beliefs
and principles which he/she develops from his family status and background. What they see

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from their childhood becomes their culture.

Social Factors

Consumers have different roles in purchasing products and services. Here, a role is defined as
the expected behavior of an individual in a society. These roles can be as part of the consumer
‘s family, employment, or social status, among other things. For example, the role of father
can be different than the role of mother in purchasing consumer goods. Although there are
many different roles that can influence how a consumer behaves, three in particular are
presented here: influencers, prosumers, and personas.

Reference Groups

Reference groups are groups that consumers will look to for help in making purchasing
decisions. Reference groups can be either formal or informal. Schools, friends, and peers are
examples of informal reference groups. Clubs, associations, and religious Organizations are
usually formal reference groups. Individuals can also be reference Groups (usually known as
opinion leaders). Additionally, celebrities can be used as a Reference group. A company
might use a celebrity it feels will match its target market to get that market to purchase its
product.

Other Factors includes (With reference to Outlook Magazine)

Delivery service, Branding, Price of the product, Exciting promotional tools, Content, Print
quality, Easy availability of the magazines etc.

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FUTURE ASPECT OF PRINT MEDIA

While the rest of the world is combating challenges to grab maximum reach through online
media and social networking tools, India, with a population of more than one Billion but less
than 80 million Internet users, has seen a continued growth in traditional Print and electronic
media over the decade. Indian print media continues to grow, and foreign publishers are also
cashing in on the Opportunity, launching Indian editions of titles such as Forbes, Harper's
Bazaar, Technology Review, Entrepreneur, and even celebrity gossip magazines like People
and Hello.

According to the country's first-ever youth readership survey undertaken by the National
Book Trust-National Council of Applied Economic Research, more than two-thirds of the 333
million or so literate youth in the country prefer newspapers to any other media when it comes
to news and current affairs. With television news broadcasters completely Focused on chasing
television ratings in the 24-hour news cycle, the medium is largely perceived as a source of
entertainment, and in general lacks the seriousness to establish credibility with its audiences.

The Internet, meanwhile, is just gaining a foothold, and radio continues to be the major
Source of information in urban India, as in comparison to magazines, while only one in Four
read books in leisure time, Indian Express reported. The survey, conducted in November and
December 2009, found that television is the largest media with more than 77 percent of the
333 million literate people exposed to it. Newspapers maintain their dominance at 53 percent
in terms of the preferred source for News and current affairs, with around two-thirds (63.4
percent) choosing them for Credible information over television, which had just 22.2 percent.
Although digital media Around the world is being said to replace print, in India, no Web site
can measure the Readership of a printed newspaper, with a print classifieds market reaching
about US$300 million.

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2.2 LITERATURE REVIEW

The topic of consumer behavior is one of the massively studied topics by the researchers and
marketers in the past and still being studied. Researchers show different reasons as to why
consumer behavior has been the topic of many academics and researchers. One of the
common views is that understanding consumer behavior has become a factor that has a direct
impact on the overall performance of the businesses (Kotler and Keller, 2012). Another view
suggests that understanding consumer behavior has become crucial especially due to fierce
competition in retail industry in the UK and worldwide (Lancaster et al, 2002). This chapter
will introduce some other areas of research background of consumer behavior addressing the
works of researchers and marketers. Moreover, consumer decision making process, in
particular, five stages of consumer decision making process will be discussed in detail.

It is worth noting that consumer buying behavior is studied as a part of the marketing and its
main objective it to learn the way how the individuals, groups or organizations choose, buy
use and dispose the goods and the factors such as their previous experience, taste, price and
branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012).

One of such studies of consumer buying behavior has been conducted by Acebron et al
(2000). The aim of the study was to analyze the impact of previous experience on buying
behavior of fresh foods, particularly mussels. In their studies the authors used structural
equation model in order to identify the relationship between the habits and previous
experience on the consumer buying decision. Their findings show that personal habits and
previous experience on of the consumers have a direct impact on the consumers ‘purchase
decision in the example of purchasing fresh mussels. They also found that the image of the
product has a crucial impact on the purchasing decision of the consumer and further
recommended that the product image should continuously be improved in order to encourage
the consumers towards purchasing.

Another study conducted by Variawa (2010) analyzed the influence of packaging on

consumer decision making process for Fast Moving Consumer Goods. The aim of the
research was to analyze the impact of packaging for decision making processes of low-income
consumers in retail shopping. A survey method has been used in order to reach the research
objectives. In a survey conducted in Star Hyper in the town of Centerville 250 respondents
participated. The findings of the research indicate that low-income consumers have more

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preferences towards premium packaging as this can also be re-used after the product has been
consumed. Although the findings indicate that there is a weak relationship between the
product packaging and brand experience. However, it has been proven by the findings of the
research that low-income consumers have greater brand experience from the purchase of
premium ‘products when compared to their experience from purchasing cheap ‘brand
products.

Lee (2005) carried out study to learn the five stages of consumer decision making process in
the example of China. The researcher focuses on the facts that affect the consumer decision
making process on purchasing imported health food products, in particular demographic
effects such as gender, education, income and marital status. The author employed
questionnaire method in order to reach the objectives of the research. Analysis of five stages
of consumer decision making process indicate that impact of family members on the
consumer decision making process of purchasing imported health food products was
significant.

The author further explains this by the fact Chinese tradition of taking care of young and old
family members have long been developed and marriage is considered to be extremely
important in Chinese tradition. This reflects in the findings of the study that the purchase of
imported health food products made by a person for the people outside the family is declined
significantly by both male and female Chinese after they get married.

Five Stages Model of consumer behavior decision making process has also been studied by a
number of other researchers. Although different researchers offer various tendencies towards
the definitions of five stages, all of them have common views as they describe the stages in
similar ways. One of the common models of consumer decision making process has been
offered by Blackwell et al (2006). According to him, the five stages of consumer decision
making process are followings: Problem /need recognition, information search, evaluation of
alternatives, purchase decision made and post- purchase evaluation.

Each stage is then defined by a number of researchers varying slightly but leading to a
common view about what each stage involves. For example, according to Bruner (1993) first
stage, need recognition occurs when an individual recognizes the difference between what
they have and what they want/need to have. This view is also supported by Neal and Quested
(2006) stating that need recognition occurs due to several factors and circumstances such as
personal, professional and lifestyle which in turn lead to formation of idea of purchasing.

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In the next stage, consumer searches information related to desired product or service
(Schiffman and Kanuk, 2007). Information search process can be internal and external. While
internal search refers to the process where consumers rely on their personal experiences and
believes, external search involves wide search of information which includes addressing the
media and advertising or feedbacks from other people (Rose and Samuel, 2009).

Once the relevant information about the product or service is obtained the next stage involves
analyzing the alternatives. Kotler and Keller (2005) consider this stage as one of the important
stages as the consumer considers all the types and alternatives taking into Account the factors
such as size, quality and also price.

Backhaus et al (2007) suggested that purchase decision is one of the important stages as this
stage refers to occurrence of transaction. In other words, once the consumer recognized the
need, searched for relevant information and considered the alternatives he/she makes decision
whether or not to make the decision. Purchasing decision can further be divided into planned
purchase, partially purchase or impulse purchase as stated by Kacen (2002) which will be
discussed further in detail in the next chapters.

Finally, post-purchase decision involves experience of the consumer about their purchase.
Although the importance of this stage is not highlighted by many authors Neal et al (2004)
argues that this is perhaps one of the most important stages in the consumer decision making
process as it directly affects the consumers ‘purchases of the same product or service from the
same supplier in the future. The most noteworthy writers that serve as academic advocates of
The Five Stage Model of consumer decision making include Tyagi (2004), Kahle and Close
(2006) Blackwell et al. (2006), and others.

It is important to note that The Five Stage Model is not the only model related to consumer
decision-making, and there are also arrange of competing models that include Stimulus-
Organism.

 Response Model of Decision Making developed by Hebb in 1950‘s, Prescriptive

Cognitive Models,

 The Theory of Trying (Bagozzi and Warsaw, 1990), Model of Goal Directed Behavior
(Perugini and Bagozzi, 2001) and others. All of these models are analyzed in great
Detail in Literature Review chapter of this work.

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Factors Impacting Consumer Buyer Behavior

It has been established that the consumer buying behavior is the outcome of the needs and
wants of the consumer and they purchase to satisfy these needs and wants. Although it sounds
simple and clear, these needs can be various depending on the personal factors such as age,
psychology and personality. Also, there are some other external factors which are broad and
beyond the control of the consumer.

A number of researches have been carried out by academics and scholars on identifying and
analyzing those factors affecting the consumers ‘buying behavior and as a result, various
types of factors have been identified. These factors have been classified into different types
and categories in different ways by different authors. For instance, Wiedemann et al (2007)
classified them into internal and external factor. On the other hand, Winer (2009) divided
them into social, personal and psychological factors. Despite the fact that they have been
classified into different groups by different authors they are similar in scope and purpose
(Rao, 2007).

There is a wide range of factors that can affect consumer behavior in different ways. These
factors are divided by Hoyer et al. (2012) into four broad categories: situational, personal,
social and cultural factors.

Situational factors impacting consumer behavior may include location, environment, timing
and even weather conditions (Hoyer et al., 2012). In order to benefit from situational factors
major retailers, attempt to construct environment and situations in stores that motivate
perspective customers to make purchase decision. Range of available tools to achieve such an
outcome include playing relaxing music in stores, producing refreshing smells in stores and
placing bread and milk products in supermarkets towards the opposite end of stores to
facilitate movement of customers throughout the store to make additional purchases etc.

The temporary nature of situational factors is rightly stressed by Batra and Kazmi (2008).
Personal factors, on the other hand, include taste preferences, personal financial
circumstances and related factors. The impact of personal factors on consumer decision-
making is usually addressed by businesses during market segmentation, targeting and
positioning practices by grouping individuals on the basis of their personal circumstances
along with other criteria, and developing products and services that accommodate these

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circumstances in the most effective manner.

According to Hoyer et al. (2012) social factors impacting consumer behavior arise as a result
of interactions of perspective consumers with others in various levels and circumstances.
Targeting members of society perceived as opinion leaders usually proves effective strategy
when marketing products and services due to the potential of opinion leaders to influence
behavior of other members of society as consumers.

Lastly, cultural factors affecting consumer behavior are related to cross-cultural differences
amongst consumers on local and global scales. Culture can be defined as ―the ideas,
customs, and social behavior of a particular people or society‖ (Oxford Dictionaries, 2015)
and the tendency of globalization has made it compulsory for cross-cultural differences
amongst consumers to be taken into account when formulating and communicating marketing
messages.

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2.3 MEANING OF DATA ANALYSIS,
INTERPRETATION AND IMPORTANCE

Data analysis is a process of inspecting, cleansing, transforming and modelling data with the
goal of discovering useful information, informing conclusions and supporting decision-
making. Data analysis has multiple facets and approaches, encompassing diverse techniques
under a variety of names, and is used in different business, science, and social science
domains. In today's business world, data analysis plays a role in making decisions more
scientific and helping businesses operate more effectively.

Data interpretation is the process of reviewing data through some predefined processes
which will help assign some meaning to the data and arrive at a relevant conclusion. It
involves taking the result of data analysis, making inferences on the relations studied, and
using them to conclude.

Interpretation of data is a very important step in any scientific investigation. Before data can
be analyzed and interpreted it has to be collected and presented in a manageable form. The
researcher then breaks down the data into constituent parts in order to obtain answers to
research questions hypothesized in terms of relations concerning phenomena. The analysis of
research data, however, does not by itself provide the answers to research questions. To
interpret is to explain, to find meaning. In most cases it is difficult or impossible to explain
raw data: one must first analyze the data and then interpret the results of the analysis

Data interpretation and analysis is an important aspect of working with data sets in any field
or research and statistics. They both go hand in hand, as the process of data interpretation
involves the analysis of data.

The process of data interpretation is usually cumbersome, and should naturally become more
difficult with the best amount of data that is being churned out daily. However, with the
accessibility of data analysis tools and machine learning techniques, analysts are gradually
finding it easier to interpret data.

Data interpretation is very important, as it helps to acquire useful information from a pool of
irrelevant ones while making informed decisions. It is found useful for individuals,
businesses, and researchers.

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2.4 SOURCES OF DATA

Research Design

Research Design is Descriptive in nature.

Primary data collection

Primary data was collected with the help of a structured questionnaire. The Questionnaires
were administered to 100 approx. Respondents.

Technique of data collection

The questionnaire has been designed and used to collect the needed primary Data. Close
ended questions were used.

Period of the study

The period of the study covers 60 days.

Sources of Data The validity of any research is based on the data collected for the study. The
present research is based on both primary as well as secondary data. The primary data is
collected from the respondents in the study area. Outlook magazine subscribers on the basis of
simple random sampling method were taken as respondents.

Sample Size

The sample size selected for the study is 100 respondents. The Outlook magazine customers
as respondents were selected by simple random sampling method. Sampling unit – Kanpur
Sampling population – Customers of Outlook magazine

Sampling Techniques

Sampling technique is Purposive sampling. Data on the various aspects directly and indirectly
related to the investigation were gathered through questionnaires to the respondents. The
questions are necessary to ensure the reliability of the information. The questions were simple
to understand so that information can be collected from various respondents easily. It should
be seen that parties are not biased or prejudiced and are mentally sound.

20 | P a g e
 CHAPTER III ORGANIZATION PROFILE

21 | P a g e
 3.1 INDUSTRY PROFILE

Origin and Development of The Industry:

The first printed newspaper appeared in Beijing in the 8th century A.D. The Chinese did the
printing using separate wooden block for type, which could be used over &over again. The
Koreans also followed the Chinese. Printing ink & paper were Developed in China & Egypt.
But the whole process of printing had a stunted growth in Asia Europeans, on the other hand,
used the new process on large scale. They benefited from the popularization of printing,
which led to the advent of affordable books & popular newspaper. This also led to the
democratization of communication.
The very first newspaper in the US was Public Occurrences-Foreign & Domestic, published
by Benjamin Harris, a bookseller in Boston, in 1690. Harris could not continue publication as
he was imprisoned by the British authorities for printing without ‗prior consent‗. Then came
another newspaper, the Boston Newsletter in 1704. James Franklin, brother of Benjamin
Franklin, published the New England Courant in 1721.

First Printing Press in India:

The first printing press arrived in India on 6th September 1556 & was installed at the college
of St. Paul in Goa.

The First Indian Newspaper:

First printed newspaper of India was in English edited & published by James Augustus
Hicky, an employee of East India Company. It was named Bengal Gazette which came out on
29th January 1780. Soon many other weeklies & monthlies such as Indian Gazette, Calcutta
Journal, Bengal Harkara, John Bull in the East came out during the 17th & 18th century.

The Major Indian Language Newspaper:

Digdarshan was the first Indian language newspaper. It started in April 1818 by the Serampur
missionaries William Carcy, Joshua Marshman & William Ward. They soon started another
journal in June of the same year & named it Samachar Darpan. The famous Raja Ram Mohan
Roy also brought out periodicals in English, Bengali & Persian. Some of Roy’s papers were
Sambad Kaumadi, Brahmical Magazine, Mirat-ul-Akhbar, and Bangadoota & Bengal Herald.

22 | P a g e
ASSAMESE: Amnodaya, a distinguished journal in the Assamese language was started in
1846 under the editorship of the Reverend Oliver.T. Cutter.

GUJARATI: The newspaper with the greatest longevity in India, Mumbai Samachar was
also the first Gujarati Newspaper. It was established in 1822 by Fardunjee Marzaban as a
weekly & then became a daily in 1832.

HINDI: The first Hindi daily was Samachar Sudhavarshan (Calcutta, 1854). Later
Samayadant Martand, Banaras Akhbar, Shimila Akbar & Malwa Akhbar came out. Calcutta
was the birth place not only of English, Bengali & Hindi journalism. The first Urdu
newspaper was published by Urdu Akhbar in the second decade of the 19th century.

KANNADA: Kannada Samachar was the earliest Kannada journal, according to many
scholars. But others think that the first Kannada journal was Mangaloora Samachar. Later
Subuddhi Prakash, Kannada Vaatika, Amnodaya, Mahilaasakhi & Sarvamitra came out
during the 18th century.

MALAYALAM: Mathrubhumi, Malayala Manorama, Kerala Kanmudi are the main

newspapers of Kerala. The other daily newspapers are Desabhimani, Mangalam,
Madhyamam, Chandrika, Deepika etc.

MARATHI: Darpan was the first Marathi newspaper started on 6 January 1832. Kesari &
Sudarak were other papers of the 18th century. Induprakash was an Anglo- Marathi daily
established in 1862.

ORIYA: The first Oriya magazine Junaruna was published by the Orissa Mission Press in
1849 under the editorship of Charles Lacey. Then came another publication from the same
press Prabhatchandrika, under the editorship of William Lacey. Utkal Sahitya, Bodhadayini,
Baleshwar Sambad Balika etc… started in the 18th century. PUNJABI: Although Maharaja
Ranjit Singh encouraged the development of Punjabi journalism. The earliest Punjabi
newspaper was a missionary newspaper. The first printing press in Punjab was established in
Ludhiana in 1809.

23 | P a g e
TAMIL: The first periodical Tamil Patrika a monthly was brought out in 1831 by the
Religious Tract Society in Madras; it lasted till 1833. The next periodical weekly was the
Dina Vartamani published in Madras from 1856 by the Dravidian press & edited by the
Reverend P. Percival. Later Swadeshamitran, Deshabaktan etc… were other papers.

TELUGU: Kandukuri Veeresaliongam Pantulu, known as the Father of the renaissance

movement in Andhra & the founder of modern Telugu, sparked a social reform movement
through his weekly Vivekavardhini. He also founded separate journals for women;
Satihitabodhini.

URDU: Sir Sayyid Ahmed Khan, a great educationist, judge & social reformer did much for
the development of Urdu journalism.

24 | P a g e
Growth and Present Status of The Industry:

Generally speaking, journalism is flourishing in India today. The Indian language newspapers
have overtaken the English newspapers in number & circulation. The highest circulation till
the 1990‗s was enjoyed by the English newspapers despite the fact that less than 5 percent of
the population of India claim English as their mother tongue. English is still the medium of
instruction in colleges & many prominent schools. It is also, the language of administration,
although state governments have introduced legislation in favor of local government. Hindi
newspapers have the largest total circulation in India. Hindi is the main language of 10 Indian
states- Bihar, Chhattisgarh, Delhi, Haryana, Himachal Pradesh, Jharkhand, Madhya Pradesh,
Rajasthan, Uttaranchal and Uttar Pradesh. Certain trends in communication & journalism
throughout the modern world prompted several sociologists & media experts to discuss the
desirability of re-examining the trends in the light of basic issues. In other words, back to the
basics‗ say the experts. This is where Gandhi becomes relevant. High technology is good, but
if it does not enable us to solve basic problems confronting the succeed in catering to the
greed of a few to the exclusion of the need of the many-as it has done through the recent
decades and in all countries that experienced colonial subjugation in the past.

Future of The Industry:

The Print media sector is one of the fastest growing sectors in India. The publishing and
media sector is significant for India in terms of the value of the market and also in terms of
employment. For the Indian Union, the sector is particularly important because of its
contribution to and relationship with European culture –the publishing and media sector is
central to creating and strengthening India ‘s identity. The fortunes of publishing and media
are closely linked to the strength of the underlying economy because of revenues resulting
from advertising and end-user spending. Consequently, the sector saw boom times in the
1990s but was adversely affected at the turn of the millennium by the bursting of the dot.com
bubble, the restructuring in the telecommunications sector and the general downturn in the
global economy.

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 3.2 COMPANY PROFILE

ORIGIN OF THE ORGANIZATION

It's an entrepreneurial journey that has spanned both 'old' and 'new' economies -- building
successful brick-and-mortar businesses to exploring the frontier world of convergence
technologies. About a quarter-century before the onset of the ICE age, the Rajan Raheja
Group made its beginning in the construction business. After building a huge presence in the
realty market, the Group diversified laterally into manufacturing, financial services and media
-- each venture initiated, and executed, to fulfil the objective of assuming leadership in core
areas. The list of the Group’s successes is long and eclectic. Today, H&R Johnson (India)
Limited is the top name in ceramic tiles in India. Exide is the strongest brand of batteries in
the automotive and industrial field. Supreme Petrochemicals is the largest processor of plastic
materials in India. The Group also joined hands with Oberoi Hotels as co-promoters of
Trident Hotels and luxury resort Rajvilas, which Conde Nast Traveller ranked as one of the
25 best villa hideaways in the world. Other triumphs include Templeton Asset Management
(India) Ltd, a venture with the Templeton Group which manages funds worth $220 billion;
Prism Cement Ltd, with a production capacity of 2.1 million tons; and Sonata Software, a
leading name in this cuttingedge field. As owners and operators of a fibre optic cable network
in Kerala through Asia net Satellite Communications, the group is also a significant
stakeholder in the growing convergence business in India.

26 | P a g e
 3.3 PROFILE OF THE ORGANIZATION

Rajan Raheja Group

Mr. Rajan Raheja is the owner of OUTLOOK group
Date of Establishment: October 1995
Headquarter Address: AB-10, S.J. Enclave, New Delhi - 110029,
India Branches: Mumbai, Kolkata, Chennai, Bangalore and Hyderabad
The Rajan Raheja Group is led by Mr. Rajan Raheja, a renowned businessman involved In
the Real Estate Development business for over 3 decades. The company diversified into
manufacturing and financial services over the last two decades. The emphasis is on Setting up
focused companies, which aim to be profitable leaders in their respective fields with a long-
term outlook. All Group Companies are professionally managed by Independent ceos. Most
of the Group Companies has a leading position in Market share, Technology, Brand,
Distribution or Profitability. The Rajan Raheja Group is a Strategic/Financial Partner in many
of the businesses where it has management control. It is also an equal JV Partner/strategic
investor in quite a few ventures.

Highlights:
Total Turnover: Over Rs. 86 billion ($ 2.1 billion)
Total Capital Employed: Over Rs. 57 billion ($ 1.4 billion)
Total Employees: 19,000.

27 | P a g e
 3.4 VISION MISSION OF COMPANY

Vision
To be a premium global conglomerate with a clear focus on the business.
Values
1) Integrity
2) Teamwork
3) High achievement
4) Service excellence

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 grooming.
 Develop mutually beneficial relationships with our business partners.
 Employ cost – effective processes and thereby create a strong organization

28 | P a g e
3.5 GROWTH AND DEVELOPMENT OF
THE ORGANIZATION

India offers a promising market for the print media industry. The expected CAGR of 12 per
cent up to 2011 is a result of the increasing rate of literacy and thus the increase in the number
of people reading newspapers and magazines. Also, the demand for the latest events in the
country and the world is driving the newspaper industry growth. In 2011, the print media is
expected to reach Rs. 19,500 crores from its present value of Rs. 10,900 crores.
The bright future and the immense scope of the Indian print media have also aroused the
interest of foreign investors and recently the government has opened up the sector to foreign
investment. Foreign media has also shown interest in investing in Indian publications. The
revenues for India’s newspaper market are generated from advertising and circulation. India's
growth rate in this segment is poised to be higher than the average rate of growth in the Asia
Pacific region over the next four years. Digital printing, new ways of promotion and
distribution are the latest trends and content being the focus of the print media industry.
The company has grown marginally lower rate of 15% from past 10 years. Majority of the
respondent are influenced to buy the for the purpose of cover story and the contents in the
magazines.

29 | P a g e
 3.6 PRESENT STATUS OF THE ORAGANIZATION

Market share of the organization

Magazine Brand Market Share

India Today 32%

Outlook 25%

Business Today 12%

Others 31%
Table 3.1 Market Share of the Organisation

Market Share

31% 32%

12%
25%

India TodayOutlookBusiness TodayOthers

Figure 3.1 Market Share

30 | P a g e
 3.7 FUNCTIONAL DEPARTMENT OF THE ORGANIZATION

,,

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.

31 | P a g e
3.8 ORGANIZATION STRUCTURE AND
ORAGANIZATION CHART

NAME DESIGNATION

Mr. Indranil Roy CHIEF EXECUTIVE OFFICER

Mr. Sandip Kumar Ghosh VICE PRESIDENT

Ms. Shrutika Dewan ASSISTANT VICE PRESIDENT

Mr. Diwan Singh Bisht GENERAL MANAGER, PRODUCTION

AND SYSTEM
Ms. Sasidharan Kollery GENERAL MANAGER, HR

Mr. Shekhar Kumar Pandey CHIEF MANAGER

MR. Sunil Menon EDITOR IN-CHIEF

Mr. Kabir Khattar NATIONAL HEAD, RETAIL

Mr. Ashish Sawhney NATIONAL HEAD, MARKETING AND

SALES

Table 3.2 Organisational structure

32 | P a g e
ORGANIZATION STRUCTURE

CHAIRMAN

PRESIDENT President
President (Home
(Personal Business) Business) (Enterprise
Business)

SR. Vice President

Vice President

General Manager

Deputy General
Manager

Assistant General
Manager

Senior Manager

Manager

Management
Tranee

Figure 3.2 Organisational structure

33 | P a g e
 3.9 OUTLOOK IMPORTANT STAKEHOLDERS

Editor in chief Ruben Banerjee

President & publisher Maheshwer Peri

Executive editor Bishwadeep Moitra

Features editor Nandini Mehta

Foreign editor Ajaz Ashraf

Business editor SunitArora

Senior editors Ajith Pillai, Anjali Puri

Political editor Smita Gupta

Bureau chief Saba Naqvi Bhaumik

Books editor Sheela Reddy

Deputy foreign editor Seema Sirohi

Assistant editors Namrata Joshi

Senior special correspondent Anuradha Raman

Special correspondent Saikat Datta, Nivedita

Correspondents Himanshu Kakkar

Table 3.3 OUTLOOK Stakeholders

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3.10 OUTLOOK MAGAZINE PRODUCT PORTFOLIO

Outlook Weekly:
This is a weekly magazine which covers all the news related to sports, lifestyle, national and
international, politics, etc. This can be said to be substitute of the weekly newspaper.
Generally, the prospects who do 9 to 6 jobs don’t get enough time to read the newspaper. So,
this magazine can be targeted to them and facilitated in a way that one canread the
newspaper over the weekend.

Figure 3.3 OUTLOOK Weekly

35 | P a g e
Outlook Money:

This is the best money magazine in India and one of the best magazines in the world. It is
available on fortnightly basis and is basically targeted to the investor

Figure 3.4 OUTLOOK Money

Outlook Traveller:

It is a travel magazine targeted to those who love travelling, exploring new

places, stays and cuisines. It provides in details review about the places,
restaurants and hotels. It is available on a monthly basis.

Figure 3.5 OUTLOOK Traveller

36 | P a g e
Outlook Hindi:

It basically covers all the news similar to the weekly magazine but available in the Hindi
language and is on a fortnightly basis.

Figure 3.6 OUTLOOK Hindi

Outlook Business:
It’s one of the best corporate magazines in the market and can be targeted to the
corporate houses or the businessmen.

Figure 3.7 OUTLOOK Business

37 | P a g e
OUTLOOK PRODUCT PORTFOLIO

MONEY - TRAVELLER - HINDI - LUXE -

BUSINESS
MAGAZINE
DIVISION

outlookindia.com - outlookmoney.com -
outlooktraveller.com - outlookbusiness.com
INTERNET
DIVISION

OUTLOOK SPEAK OUT - TRAVELLER AWARDS - MONEY

AWARDS - PERSONAL FINANCE SHOW
EVENT
DIVISION

OUTLOOK GETWAYS - OUTLOOK GUIDES

BOOK
DIVISION

Figure 3.8 OUTLOOK PRODUCT PORTFOLIO

38 | P a g e
3.11 OUTLOOK SALES FIGURE 2021-2022

SALES
PERCENTAGE 35%

30%

20%

15%

April - June July - September October - December January - March

Figure 3.9 OUTLOOK SALES

From the graph it is seen that the sales of outlook are more or less equally distributed. During
the period of July to September, the sales figures boosts because Interns are hired who carry
out their task of Sales and Marketing thereby providing added profits and sales. In the period
of October to December the sales are low because of the festive season and there is less
amount of interested customers during this period. The sales again boost up in the period
January to March because the employees have to meet their yearly targets.

39 | P a g e
3.12 SOURCES OF FINANCING

Revenu
Event Sponsorship
5% Percentage
Subscription
20%

Subscription Retail

Advertisement
Event Sponsorship

Retail
Advertisement 30%
45%

Figure 3.10 SOURCES OF FINANCING

Like other media companies, majority of Outlook`s revenue is generated from the
advertisement section. Outlook has association with many premium brands which contributes
to the bulk of the revenue.
The remaining portion of the revenue is obtained from the sale of magazine which is 30%
through subscription and 20% through retail.
Sponsorships and event marketing contributes to 5% of the revenue.

40 | P a g e
3.13 SUPPLY CHAIN

One of the mails propositions which Outlook boasts is its efficient and responsive supply
chain. The Weekly magazine gets printed on Fridays and are transported to the Tier 1 and
Tier 2 cities overnight through air so that the magazines are available to the prospects on
Saturday. This is one of the main USP and a point on which Outlook competes with other
brands.
Outlook has hub in the top ten metros of India like: - Kolkata, Chennai, Bangalore,
Hyderabad, Delhi, NCR, Lucknow, Chandigarh, Ahmedabad, Pune, Mumbai.
Outlook is even available to the far-off villages. It is delivered to theprospect through courier
services. Also, now they provide contract to the courier companies for doing the job with
Outlook alone.
This helps Outlook to cover the distribution in whole of India effectivelyand responsively and
ensures on time delivery.

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SELLING OF OUTLOOK MAGAZINES

The sales of Outlook magazine take place through 3 ways: -

 Retail which contributes to 20% of the revenue.

 Subscription which contributes to 40% if the revenue.

 Institutional Buyers who contribute to 40% of the revenue through sales.

In case of subscription the magazines are delivered to the prospect’s doorstep, through blue
dart services. Subscription is granted for a minimumperiod of one year.
And in case of retail, the prospect interested goes to the retail store and purchases it.

42 | P a g e
HIGH CHURNING RATE OF OUTLOOKMAGAZINES

Figure 3.11 HIGH CHURNING RATE OF OUTLOOK MAGAZINES

Outlook has been in the top two in the print media industry for the past 2 decades. However,
with the advent of social media and internet available at a low cost the shift from the print
version is moving to the digital media. Although the most of India still prefers the print
version however there has been a substantial change in the readership as it has shifted to the
digital platform. This is a problem faced not only by the Outlook Group in recent times but
also with the competitors. There are many cases where a customer does not wish to re-
subscribe because of the cheap news available on the digital platform.
However, to combat this problem Outlook has come with its own digital platform to provide
the news at a reasonable price and to suit the taste of the new generation.

43 | P a g e
3.14 CUSTOMER RETENTION STRATEGY AT OUTLOOK

Digital Subscription
The digital subscription is given for free to whosoever is making purchase of the print media
magazine. This has helped to boost the sales because with the same price the customer is
getting access to both the print media and the digital media of the magazine. Apart from this
for those whodoes not purchase the print version of the magazine, the app version is available
for free for a trial period of 2 months.

Figure 3.12 Digital Subscription Interface

Gift Offer on Subscription

There are different offers available for purchase above certain threshold value.Like for
purchase above 4659 there is a travelling bag, for purchase above 5679 there is a duffle
trolley. Also, there are offers like extended subscription, key book, guide books and cash
discounts available.

44 | P a g e
3.15 CUSTOMER RELATIONSHIP MANAGEMENT
AT OUTLOOK

Institutional buyer make VALUE The firm recognizes

purchase greater than CAPTURED the customer’s
1.5 lakhs a year value

customer beefits increase

over time FIRM'S
CUSTOMER FROM PRINT
Firms profitability increase MEDIA
over time

The customer Firm’s prepares

recognizes the firm’s VALUE customized reading
value material as per the needs
CAPTURED
of

Figure 3.13 CUSTOMER RELATIONSHIP MANAGEMENT

CRM is more predominantly practiced in the B2B segment. The main focus of this CRM
from the firm`s perspective is to add value to those customers which add value to the
organization. The institutional buyers who make a purchase above 1.5 Lakh are recognized by
the firm as Angel Customer. These customer`s help the firm increase its profitability. Now, for these
institutional buyers, Outlook prepares the reading material as per their taste and as per the
customization they require. In this way the firm is also getting benefitted and so is Outlook thus
increasing both the profitability.

45 | P a g e
3.16 TRAINING AND WORK DONE AT OUTLOOK

Our internship started on a hybrid mode basis because of the prevailing pandemic.The
business is outsourced by WNS GLOBAL SERVICES PVT LTD, so at the on site of WNS
we had the research.On the first day we were first given access to the knowledge jockey
account and we generated our code or the link through which the sales should be made.
We were given a brief overview of how the internship will turn out to be and the tasks that
needs to be performed during the course. The immediate task that would be started was the
sales task.
We were given a brief overview of all the magazine and which magazine targeted which
segment and so on. We were told benefits of the product we would be selling and were
taught a few pitches or way that we should be going about. We were taught the benefits a
prospect will be getting if they purchase from the interns, the various promotional schemes
and how Outlook is different from its competitors.

Outlook Exclusive Voucher Discount Code

https://subscription.outlookindia.com/newoffer/kj.html?vouchercode=DELH
107544

46 | P a g e
KNOWLEDGE JOCKEY

Knowledge Jockey is used to track the sales conversion and lead generations which takes place. It
provides details of the successful and unsuccessful conversions. It also is automated with gemstone
CRM software and it send automated email to the prospects of the unsuccessful subscription. All the
managers in Outlook and the interns working have a KJ Account. The account has all the details of the
employee working and his sales figure. It also calculates the incentive that the employee will be
receiving from the sales he makes. This software is very useful from the prospect of the employee
because it keeps the record of all the activities performed by him.

Figure 3.14 KNOWLEDGE JOCKEY Interface

47 | P a g e
3.17 Market Profile of The Organization

Outlook is the preferred magazine of 1.5 million readers in India, and sells more than 11.2
million copies over the year. The customers of Outlook fall under various categories like:

 University
 Libraries
 Organization
 Household
 Retail Customer

Outlook guiding principles are:

 Customer service and customer satisfaction

 Understanding the culture, social environment and individual customer requirements.
 They understand customer’s need and want and service according to their
requirements.
 To cater all varied needs of customer
 They pride themselves on a friendly and open approach.
 Team of experience people who understand the Indian risk driven them.

There are mainly four competitors of the company in the market, as mention
below:
INDIA TODAY (competing with Outlook English magazine)

BUSINESS TODAY (competing with Outlook Business)

THE WEEK (competing with Outlook English magazine)

BUSINESS WORLD (competing with Outlook Business)

48 | P a g e
India today
It was launched in 1975 and in just a few years, it became the leading news magazine in the
country. Now, with editions in five languages, it has become the most widely read publication
in India-a position it has held for over a decade –with a circulation of 1.1 million every week
and a readership of more than 15 million.
The magazine ‘s leadership is unquestioned; so much so that INDIA TODAY is what Indian
journalism is judged by, for integrity and ability to bring unbiased and incisive perspective to
arguably the most dynamic, yet perplexing reason in the world. Breaking news and shaping
opinion, it is now a household name and the flagship brand of India ‘s leading multi-
dimensional
Media group. INDIA TODAY asks the most difficult questions and provides the clearest
answers.
The success of INDIA TODAY in English led to an idea; good journalism should not be
restricted by language. In a country with 12 major languages, the non-English readership of
hundreds of millions of millions could not and should not be ignored; it was deciding to
publish.
INDIA TODAY, in the major Indian languages, effectively melding national news with local
needs. At present, INDIA TODAY is published in four major Indian languages; Hindi, Tamil,
Telugu, and Malayalam.

Business today
It is largest-circulated business fortnightly in India. It’s the best report of the business
topography of the newly liberalized India. As the wave of change sweeps business, economy
and society like never before, BUSINESS TODAY has ensured that its readers have all the
necessary upgrades to challenge tomorrow. It takes its readers deeper to give a complete
understanding of the world of business.
Ever since its inception in 1992, it has set one benchmark after another in business reporting.
It was first to do serious reporting on management theories. And then again, it’s the first to
bring whole new genre of business journalism-more up close and more incisive. Today,
BUSINESS TODAY commands the highest circulation and readership among all business
magazines in India.

49 | P a g e
Business world

It is part of the ABP Group, one of India ‘s largest media groups and the brand leader in
eastern India. ABP also publishes Ananda Bazaar Patrika, a widely popular Bengali daily, and
the Telegraph, the largest and English daily in the eastern region. It also co-owns star News
television channel along with Rupert Murdoch ‘s star group. Business world is the largest
selling Indian business magazine, and the only business weekly in the country.
Over a period of two decades, Business World has established itself as a magazine that offers
incisive and high-quality reportage on economic and business affairs. In the past few years, it
has focused strongly on understanding the meaning of Global India. It is an emerging sector,
emerging leaders and emerging concerns. Its team of journalists and domain experts cover
extensively trends and movements in markets such as telecom, IT, biotech, media and Pharma
and provide exclusive analysis on infrastructure, economy and the stock markets.
Leveraging on its brand leadership, Business world has now moved into other media
platforms, like publishing and events. Its recent publications include doing business in Asia,
the marketing white book, understanding behavior and business world mega B-School guide.
The business world Roundtables and great place to work seminars, which attract the best
minds from the corporate and economic world, have becoming important forums to set
agendas and address crucial issues. The magazine most respected companies Awards and the
BW-NID Design award are considered as benchmarks of corporate excellence by Indian
corporate.

The week
The weekly magazine published by Malayalam Manorama Group of Kerala. The magazine is
published from Kochi and is currently printed in elhi, Mumbai, Bangalore and Kottayam.
According to the Audit Bureau of Circulations, it is the largest circulated English news
magazine in India.
The magazine was initially designed in-house, and was periodically redesigned. A major
content overhaul was led by Peter Lim, author and former editor-in-chief of The Straits
Times /Singapore Press Holdings. He authored the book Chronicle of Singapore: Fifty
Years of Headline News.

50 | P a g e
The two major redesigns were led by:
 Peter Ong on 8 November 1998.
 Dr Mario Gracia on 20 February 2005.

Based in Sydney, Australia, Ong was formerly Picture & Graphics Editor of The Straits
Times. He is principal consultant at Checkout Australia, and was regional director for the
Society of News Design. Garcia owns the premier newspaper design firm Garcia Media.
Both of them also helped redesign the Malyala Manorma.

In the early years, cartoonist Mario Miranda designed many covers for The Week. He also had
a regular pocket cartoon in the magazine.

The Week does not have published stylebook, but generally follows the down style for
capitalization. Its dateline carries the pull date, not the date of issue.

51 | P a g e
3.18 SWOC Analysis

Figure 3.15 KNOWLEDGE JOCKEY

52 | P a g e
 CHAPTER IV DATA
ANALYSIS
AND
INTERPRETATION

53 | P a g e
  MEANING OF DATA ANALYSIS, INTERPRETATION &
IMPORTANCE

Data analysis is a process of inspecting,cleansing,transforming andmodelling data with thegoal of discover
ing usefulinformation, informing conclusions and supporting decisionmaking. Data analysis has multiple f
acets and approaches, encompassing diverse techniquesunder a variety of names, and is used in different b
usiness, science, and social sciencedomains. In today's business world, data analysis plays a role in making 
decisions morescientific and helping businesses operate more effectively.

Data interpretationis the process of reviewing data through some predefined processeswhich will help assi
gn some meaning to the data and arrive at a relevant conclusion. Itinvolves taking the result of data analysi
s, making inferences on the relations studied, andusing them to conclude.

Interpretation of data is a very important step in any scientific investigation. Before datacan be analysed an
d interpreted it has to be collected and presented in a manageable form.The researcher then breaks down th
e data into constituent parts in order to obtain answers toresearch questions hypothesised in terms of relati
ons concerning phenomena. The analysis of research data, however, does not by itself provide the answers 
to research questions. Tointerpret is to explain, to find meaning. In most cases it is difficult or impossible t
o explainraw data: one must first analyse the data and then interpret the results of the analysis

Data interpretation and analysis is an important aspect of working with data sets in any fieldor research an
d statisticsThey both go hand in hand, as the process of data interpretationinvolves the analysis of data.

The process of data interpretation is usually cumbersome, and should naturally become moredifficult with 
the best amount of data that is being churned out daily. However, with theaccessibility of data analysis tool
s and machine learning techniques, analysts are graduallyfinding it easier to interpret data.

Data interpretation 
is very important, as it helps to acquire useful information from a pool of irrelevant ones while making inf
ormed decisions. It is found useful for individuals, businesses, and researchers

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4.1 Graphical Interpretation from Survey Form

Interpretation- It was found in the study that (55%) of people came to know about
OUTLOOK magazine from friends, relatives and peers. From online advertisement it is
(26%), OUTLOOK need to focus more on online advertisement. From this survey this clear
that word of mouth is very less.

Interpretation- From this survey people are more concern about the price of the magazine
and parallelly concern with the quality of the content.

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Interpretation- In the pie-chart it is observed that OUTLOOK weekly magazine has a high
demand in the market, as it acquired (33%). Whereas OUTLOOK Hindi magazine is not so
popular among the reader as it is only (19%).

Interpretation- From this pie-chart it is observed that majority of the customer find
OUTLOOK magazine value for money.

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Interpretation- From this pie-chat it is observed that 51% of the participants have voted that
they frequently come across an advertisement of OUTLOOK magazine, while 49% have
reported that they do not come across advertisement of OUTLOOK magazine often. This
observation indicates that advertisement of OUTLOOK magazine needs to be more frequent.
So that more people will know about it and number of customers will also increase.

Interpretation- From this pie-char it is observed that availability of the magazine needs to be
increased, so that customers can easily purchase from retail store apart from online
subscription model.

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Interpretation- From this pie-chart it is observed that apart from the quality content
customers are also happy with attractive offers given to them. These attractive offers not only
hold the existing customer but it will also help to get new customer as well.

Interpretation- From this pie-char it is observed that customer will prefer to purchase
OUTLOOK magazine over another magazine.

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Interpretation- From this bar graph it is observed that the customer has a positive view with
the content OUTLOOK magazine is providing

Interpretation- From this bar graph it is observed that the customer is satisfied with the
quality of the magazine OUTLOOK is providing.

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Interpretation- From this bar graph it is observed that the customer is neither satisfied nor
dissatisfied with the packaging of the magazine.

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Interpretation- From this bar graph it is observed that customer & product interaction is
limited to specific places. To increase the number of customers OUTLOOK needs, increase
the customer and product interaction.

Interpretation- From this bar graph it is observed that the customers are highly satisfied with the
delivery of OUTLOOK magazine.

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 CHAPTER V SUMMARY AND CONCLUSIONS

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5.1 SUMMARY OF FINDINGS

 Thus, as per the survey results, we found that majority of the people are having a
basic idea of Outlook news magazines.

 Three factors were found which influenced the consumer buying behaviour
towards outlook magazines. – convenience, branding, delivery service.

 It was found from the study that there is no significant relationship between income
and price sensitive attitude of customers.

 It was inferred that there is significant relationship between profession and

experience of customers.

 It was found that there is significant relationship between celebrity endorsement

and experience of customers.

 It was found that the readers are satisfied with the print quality of outlook
magazines, easy availability and prices.

 Readers found language to be simple.

 It was analyzed that majority of the readers of ―Outlook‖ magazine was satisfied
with the contents of information of this magazine and that they found this information
as really useful, investing and sufficient enough to quench their thirst for knowledge.

 It was found that promotion programs are really beneficial to expand the market as
well as to develop interest in the people towards Outlook news magazines.

 The different buying behaviors of the respondents have given the insight regarding
their different areas of interest which can be used to give them their most sought-after
product.

 Outlook has good brand image in the market.

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5.2 RECOMMENDATIONS

 According to the analysis of the survey, I would like to recommend to the Group to
make more people aware of the ―Outlook magazine so that at least all the people
have a consideration of this magazine whenever they are to buy or subscribe the
magazine.
 Some of the contents of Outlook magazine need to be innovated and made more
attractive so as to make it a differentiated product in Outlook weekly magazine
market.
 More promotional programs as advertisements through various Medias. I would
suggest the Company to deliver actual news with 100% accuracy and to make the
columns of business and cinema more attractive and appealing.
 It should provide good service and properly deliver the copies to the customers and
also cater to the needs of the readers.
 Rajan Raheja Group should come out with new promotional schemes especially
through subscriptions so as to keep existing readers loyal as well as attract new
customers.
 The company should go for extensive promotion programs especially in sub-urban
areas so as to maximize its sale since sub-urban areas give the space for a new market
where in most of the competitors are still to find a way.
 The company should adopt proper pricing strategy so that they can compete in the
market successfully.
 They should improve their distribution network so that they can distribute the
magazines on time.
 They should give reasonable discounts and attractive gifts on the subscription of the
magazine to increase the sales.

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 5.4 BOOKS REFERRED AND RESEARCH PAPERS

 Kotler Philip, Armstrong Gary, Prafulla Y Agnihotri, Principle of Marketing (2011

edition).
 S. A. Chunawalla , Principles and Practice (Edition 2008).
 Philip Kotler :Kevin Lane Keller: Abraham Koshy And Mithileshwar Jha, Marketing
Management (13th Edition 2009).
 P. Chisnall Consumer Behaviour, Mc Graw’s Hill Book Company (Edition1995).
 T N Srivastava, Shailaja Rego, Business Research Methodology (Edition 2011).
 C.R Kothari, Research Methodology.
 Solomon, Michael R, Consumer Behaviour –Buying 11th edition, Having and being
4th edition, 2009 Pearson Education Inc.
 Malhotra, Naresh K. Das, Satyabhusan, 6th Edition. Marketing Research an applied
orientation, 2010 Pearson Education Inc.
 Cooper & Schindler, Business Research, 8th edition.
 George Belch 5th edition, Micheal Belch, Advertising & Promotion 7th edition.
 Philip Kotler, Marketing Management, 3rd. Edition.

 International Journal of Business and Management, 4(5), 27-35. [3]. Allen, T. D.

(2001). The role of organizational perceptions. Journal of Vocational Behaviour,
58(3), 414-35. [4]. Allen, T.D., Herst, D.E.

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 5.5 CONCLUSIONS

 Through the survey it was deduced that most of the people are aware of Outlook
weekly news magazines.
 People do not prefer Outlook magazine because of late delivery of this magazine.
 Promotion programs of celebrity endorsement has come out as the best way to expand
the sales of Outlook magazine.
 Moreover, it was concluded that the majority of non-subscribers have not completely
rejected subscribing but simply need little extra something to make them subscribe.
 To keep the customers satisfied.
 Encourage face to face dealings.
 Respond to messages promptly and keep your clients informed.
 Be friendly and approachable.
 Have a clearly defined customer service policy.
 Attention to details.
 Anticipate customer ‘s needs and go out of the way to help them out.
 Honour the promises.

Websites:

 Www.outlookindia.com
 Www.marketingteacher.com
 Www.marketing91.com
 Www.iresearchservices.com
 Www.researchgate.com

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 Questionnaire

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 Questionnaire

“A STUDY ON CONSUMER BEHAVIOUR WITH RESPECT TO

OUTLOOK MAGAZINE”

Q1- Name

Q2- What is your gender?

o Male
o Female
o Prefer not to say

Q3- What is your age?

o 25-35
o 36-50
o Above 50

Q4- What is your profession?

o Student
o Self-employed
o Service
o Housewife
o Others

Q5- What is your monthly income?

o Below Rs 20000
o Rs 20000-50000
o Rs 50000-100000
o Above Rs 100000

Q6- Are you aware about Outlook magazine?

o Yes
o No
o Just know by name

Q7- From where you get to know about Outlook magazine?

o Online Advertisements
o Friends & Relatives
o Existing Customers
o Others

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Q8- What motivates you to buy Outlook magazines?

o Content Quality
o Print Quality
o Language
o Price
o Availability
o Appearance
o Offers

Q9- Does Outlook brand influence your purchase decision?

o Highly Agree
o Agree
o Neutral
o Disagree
o Highly Disagree

Q10- Will you purchase Outlook magazine over its competitors?

o Yes
o No
o Maybe

Q11- Are you satisfied from delivery of Outlook magazine?

o Highly Satisfied
o Satisfied
o Neutral
o Dissatisfied
o Highly Dissatisfied

Q12- Do you think Outlook magazine is value for money?

o Yes
o No
o Can’t say

Q13- Do you see advertisement of Outlook magazine frequently?

o Yes
o No

Q14- Rate the content of Outlook magazine on a scale of 1 to 5

o 1
o 2
o 3
o 4
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 o 5
Q15- Do you find Outlook magazine offers attractive?

o Yes
o No
o Can’t Say

Q16- According to you in which category Outlook magazine is best?

o Business
o Weekly
o Travel
o Finance
o Celebrities Lifestyle
o Geographical
o Career
o Fashion
o Share Market
o Sports

Q17- Is Outlook magazine available in your area by offline mode?

o Yes
o No

Q18- Which is the best attribute of Outlook magazine?

o Value for money

o Advertisement
o Delivery service
o Brand
o Easy availability
o Offers

Q19- Overall image of Outlook magazine in front of you

o Positive
o Negative
o Neutral

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