Final Summer Training Report On

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SUMMER TRAINING REPORT ON

CUSTOMER BEHAVIOUR DURING CALL

For

OUTLOOK GROUPBY

ANMOL AVNISH KHALKHO

B-12

In partial fulfillment for the award of the degree

Post graduate in diploma in business management

June July 2010-2012

NDIM

New delhi institution of management

F-13,okhla industrial area phase-1 new delhi-110020

E-mail:[email protected] website:www.ndimedu.com


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SUMMER TRAINING REPORT ON

CUSTOMER BEHAVIOUR DURING CALL

For

OUTLOOK GROUPUnder the supervision

Of

Mr. Ajay

Submitted by- Submitted to-

Anmol Avnish Khalkho Ms Kamaldeep

Roll number -B12


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Declaration

I Anmol Avnish Khalkho student of New Delhi institution of management

2010-2012 batch declare the every part of the project report on CUSTOMER

BEHAVIOUR DURING CALL that I have submitted is original.

I was in regular contact with the nominated guide and contacted many times for

discussing the project.

Date of project submission:______________

Signature of the student

Facultys comment:

...

...


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ACKNOWLEDGEMENT

Behind every achievement lies an unfathomable sea of gratitude to those whohave extended their support and without whom it would never have come into

existence. To them we say our words of gratitude.

I would like to express my deepest sense of gratitude to Mr. Himanshu Pandey,

National Sales Manager for giving me this opportunity to undergo Summer

Training at Outlook India Ltd. I would also like to extend my heartfelt gratitude

to him for his constant encouragement and valuable insight, guidance andfacilities at all phases of the project.

I would also like to acknowledge the support and guidance ofMr. Ajay, Team

lead, Outlook India Ltd. Without his help and encouragement it would have

been practically impossible to complete this project.


PGDBM (2010-2012)

NDIM


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PREFACE

Beginning of the system project is entirely creative. This does not come all of a

sudden, but it comes by result of discussion, consultation and contemplation.

Problem unsolved here can never be satisfactory eliminated later. It is therefore

a slow process.

Moreover practical training is an important part of management courses.

The theoretical studies are not sufficient to get into the corporate world. Only

practical knowledge can help us to understand the complexities of large scale

organizations.

To develop healthy managerial and administration skill in potential

managers, it is necessary that theoretical knowledge must be supplemented with

exposure to the real environment. Actually, it is life for, a management itself isrealized.

In my case I confronted myself to CUSTOMER BEHAVIOR DURING

CALL. And the exposure that I could not have gained from the books. I found it

very interesting and challenging take knowledge about this project from net and

make this project in my own way.


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ACKNOWLEDGEMENT

Behind every achievement lies an unfathomable sea of gratitude to those who

have extended their support and without whom it would never have come into

existence. To them we say our words of gratitude.

I would like to express my deepest sense of gratitude to Mr. Himanshu Pandey,

National Sales Manager for giving me this opportunity to undergo Summer

Training at Outlook India Ltd. I would also like to extend my heartfelt gratitude

to him for his constant encouragement and valuable insight, guidance and

facilities at all phases of the project.

I would also like to acknowledge the support and guidance ofMr. Ajay, Team

lead, Outlook India Ltd. Without his help and encouragement it would havebeen practically impossible to complete this project.


PGDBM (2010-2012)

NDIM


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INDEX

NUMBER SUBJECT

PAGE

NO.

1 INTRODUCTUION 7

1.1 INTRODUCTUION OF INDUSTRY 8-9

1.2 HISTORY OF COMPANY 10-14

2 THEORETICAL BACKGROUND 15-20

CONSUMER BUYING BEHAVIOUR

3 PROBLEM DEFINATION 21-23

PROBLEM DEFINATION

SCOPE OF STUDY

OBJECTIVES OF STUDY

LIMLTATIONS OF STUDY

4 RESEACH METHODOLOGY 24-31

INTRODUCTION

RESEARCH DESIGN

SOURCES OF DATA

RESEARCH INSTRUMENT

SAMPLING PLAN

DATA COLLECTION METHOD

5 DATA ANALYSIS AND INTERPRETATION 32-46

6 TESTING OF HYPOTHESIS 47-49

7 FINDINGS 50-52

8 SUGGESTIONS 53-54

9 SWOT ANALYSIS OF HERO HONDA 55-56

10 REFERENCE MATERIAL 57


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BIBLIOGRAPHY 58

APPENDIX 59


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EXECUTIVE SUMMARY

The project involves, the study of the segmentation, targeting &positioning of outlook in the market. And what people think about it.

Know the perception of people who want to buy the magazine. Exactly know the interest of people with respect to outlook magazine. If not interested then try to convince them.

To study the marketing mix of outlook magazine.

To study its life cycle initial stage, growth and maturity. To study various promotional strategies and know about the current

strategies keeping in mind the cut throat competition

To focus on comparative study of different products of outlook group. Different range of Products; their success and failure.


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CHAPTER : 1

INTRODUCTION

INTRODUCTION OF INDUSRY

HISTORY OF COMPANY


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INTRODUCTION OF INDUSTERY

The two main objectives of any publishing group are:

To increase Geographic Dispersion / Circulation To Improve Readership profile

This is because the main source of revenue for any publishing group is

advertising and an advertiser would like to know the facts and figures before

investing his money in advertising.

Outlook is part of the Rajan Raheja Group which made its beginning in the

construction business and after building a huge presence in the realty market,

the Group diversified laterally into manufacturing, financial services and media.

The magazine division of Outlook consists of Outlook, outlook people, outlook

profit, Outlook Money, Outlook Traveller, Outlook, Outlook Business, It has

recently taken over the Sales & marketing of Newsweek, an internationalNewsmagazine, Geo Marie Claire, an international womens magazine.

The objective of the project was to identify segments and generate Sales for

Outlook Groups new magazines Newsweek and Outlook Business. Another

objective was to find out the sale of Newsweek and Time prior to the launch of

Newsweek by Outlook at various Magazine shops in Green Park, Basant Lok

Complex, Vasant Vihar C Block, Hauz Khas, IIT and also study the POP

display for Newsweek and Time.

The observations of the Markets studied for the sale of Newsweek was that

Time and Newsweek have a similar sales pattern and the POP display was

maximum from the Outlook Group.


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History OF COMPANY

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 fulfill 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 tonnes; and Sonata

Software, a leading name in this cutting-edge field. As owners and operators of

a fibre optic cable network in Kerala through Asianet Satellite Communications,

the group is also a significant stakeholder in the growing convergence business

in India.


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The Outlook Umbrella

PRINT MEDIA

Outlook: In October 1995, group company Hathway Investments Private

Limited entered the print media. Outlook, a weekly newsmagazine headed by

Vinod Mehta, galvanized a sluggish market reeling under the impact of satellite

TV. Outlook quickly carved a significant niche for itself among discerningreaders who value its in-depth, investigative reporting as well as its stylish

visual format. Known to be fiercely independent, Outlook has shaken the

establishment on events ranging from Kargil to Kashmir to cricket, sensitized

the reading public to important issues like big dams, education and gender, and

provided an unremitting focus on South Asian geopolitics. Today, Outlook is

the preferred magazine of 1.5 million readers in India, and sells more than 11.2million copies over the year.

Outlook English

Outlook people

Outlook

marieclaire

outlooktraveller

Magazine division Internet division Events division Books division

outlookindia.com

outlookmoney.com

Outlook Money

Outlook profit

Outlook business

Personal fin. show

OLT Getaways

OLM Guides


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Outlook Money: In July 1998, the Group launched "Intelligent Investor" re-

christened as "OUTLOOK MONEY" as of 30-Nov-2002, India's first personal

finance magazine, which offers sound strategies for the lay investor, especially

the growing segment of salaried middle and upper middle-class and self-

employed professionals. Its message is clear and simple: 'Invest well, borrow

wisely, spend smartly'. Evidently, that message has gone down well: the

magazine sold upwards of 1,00,000 copies a fortnight within a year. One of its

distinguishing characteristics is that about 93 per cent of readers retain all past

issues of Outlook Money.

Outlook Traveller: Outlook Traveller is a monthly magazine from the stable of

Outlook Publishing India Pvt. Limited and the only significant magazine aimed

at the travel reader. Every month since June 2001 OT has introduced readers to

the wonders of unknown destinations while also encouraging travellers to take a

fresh look at familiar places. Whether people are planning a holiday, or simply

dreaming of one, Outlook Traveller continues to take them closer.

Outlook Saptahik: Outlook Saptahik, a weekly newsmagazine, was launched

in October 2002 to establish significant presence amongst the vast Hindi

reading audience. The product targets the evolved Hindi reader keeping their

interests, realities & aspirations in mind. Outlook Saptahik retains the corestrengths of Outlook with objective, fiercely impartial and bold journalism,

while brandishing its own identity through a strong parallel editorial. The

magazine is empathetic to its target audience & is not a translation of its English

counterpart.


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WEB MEDIA

outlookindia.com: In 1998, Outlook went online as outlookindia.com, drawing

into its fold the vast, nascent readership of expatriate Indians. outlookindia.com

is both Outlook magazine's home on the Internet and an online publication.

Apart from Outlook's print edition in its entirety - supplemented with links to

related articles on its own site and elsewhere on the Web - outlookindia.com

also offers an array of original Web-only columns and and news updates every

day with a very lively interactive section.

outlooktraveller.com: Inaugurated as a web resource in 2000, this travel

Website has since come a long way. Outlook traveller began by opening up new

vistas in web-driven vacation planning, with its highly focused editorial features

on an array of destinations. Still a highlight of the website, these are supported

by tools and resources that make putting together your holiday a breeze ? from

selecting your destination, to choosing your mode of transport, finding your

way around the map, selecting a place to stay to catching the local festivities,

plus ferreting out the nearest ATM, fuel stop or cybercaf. Here there is

something for everyone; themed vacation ideas from 'A for adventure' to 'W for

wildlife', honeymooners dream destinations, foodies delights, first-person

travelogues, a message room where you can exchange notes or ask us for more

info that you want? And don't forget to book your copies of our international

award-winning bestsellers from Outlook Traveller Getaways, available at a

special price when you order on the website. If you want a sneak preview,

there're excerpts from the guide books by renowned authors, including the likes

of Prabhu Ghate, Ruskin Bond and Jug Suraiya.

outlookmoney.com: outlookmoney.com takes forward the philosophy and

beliefs ushered in by Intelligent Investor (the personal finance magazine that

was launched in mid-1998, now known as Outlook Money). The site has six

channels -- Stocks, Mutual Funds, Loans, Retirement Planning, Taxation and
http://www.outlookindia.com/http://www.outlooktraveller.com/http://www.outlookmoney.com/http://www.outlookmoney.com/http://www.outlooktraveller.com/http://www.outlookindia.com/


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Insurance -- that address broad areas of the personal finance spectrum.

Outlookmoney.com comes with many interactive tools. The Loans channel

alone sports calculators that do all the number crunching a visitor may want on

home, car, personal or equity loans. outlookmoney.com seeks to provide total

solutions to personal finance issues -- from disseminating information to

providing avenues for e-commerce transactions.

BOOKS DIVISION :Outlook Traveller Getaway Series

After successful detour into travel with our travel monthly magazine

"OUTLOOK Traveller", the concept of a series "OUTLOOK traveller

Getaways" was conceived to provide authentic, well researched information

compiled into "topical" reference books.

Getaways has produced a range of travel guides for the Indian traveller,

beginning with the prize-winning best-seller Weekend Breaks from Delhi.

52 Weekend breaks from Delhi : June 2002 the first title proved to be a

landmark in travel books publishing. It was the first travel guide in India that

highlighted the concept of a weekend break, addressing the significant changes

in urban work styles and in the tourism industry over the 15 years. By

encouraging a new concept in travel - that of a weekend holiday - this book has

made a path-breaking contribution to the growth and expansion of the Indian

tourism industry in general. Weekend Breaks from Delhi went through four

additional reprints before its second edition was launched early in 2004.
http://203.200.89.96/sfa/delhiguide_order.asphttp://203.200.89.96/sfa/delhiguide_order.asphttp://203.200.89.96/sfa/delhiguide_order.asp


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CHAPTER:2

THEORITICAL BACKGROUND

CONSUMER BUYING BEHAVIOUR


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CONSUMER BUYING BEHVIOUR

The main aim of marketing is meet and satisfy target customers

need and wants buyer behavior refers to the peoples or organization

conduct activities and together with the impact of various influence

on them towards making decision on purchase of product and service

in a market. The field of consumer behavior studies how individuals,

groups and organization select, buy, use and dispse of goods, service,

ideas, or experience to satisfy their needs and desires understandingconsumer behavior and knowing customer are never simple. The

wealth of products and service produced in a country make our

economy strong. The behavior of human being during the purchase is

being termed as Buyer Behavior. Customer says one thing but do

another. They may not be in touch with their deeper motivations.

They are responding to influences that change their mind at the last

minute. A buyer makes take a decision whether save or spend themoney.

Definition of Buyer Behavior:-

Buyer behavior is all psychological, Social and physical

behaviors of potential customers as they become aware of evaluate,

purchase, consume and tell others about product & service.

Consumer Buying Decision Process


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There are following five stages in consumer buying decision

process.

1. Problem identification:-

The buying process starts when the buyer recognizes a problem or

need. The need can be triggered by internal or external stimuli.

Marketers need to identify the circumstances that trigger a particular

need. By gathering information from a number of consumers,

Marketers can identify the most frequent stimuli that spark an interest

in a product category. They can then develop marketing strategies that

trigger consumer interest.

2.Information Search:-The consumer tries to collect information regarding various

products/service. Through gathering information, the consumer learns

about completing brands and their features. Information may be

collected form magazines, catalogues, retailers, friends, family

members, business association, commercial, chamber of commerce,

telephone directory, tradefair etc. Marketers should find out the

source of information and their relative degree of importance to the

consumes.

Personal Sources: Family, friends, neighbor, as quittances.

Commercial Source: Advertising, sales persons, dealers,

packaging, displays.


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Public sources: mass media, consumer, rating organizations.

Experimental sources:Handling. Examine, using the product.

3. Evaluation of alternative:-

There is no single process used by all consumers by one consumer in

all buying situations. There is several First, the consumer processes,

some basic concepts are:

First, the consumer is trying to satisfy need.

Second, the consumer is looking for certain benefits from the product

solutions.

The marketer must know which criteria the consumer willuse in the purchase decision.

4. Choice of purchasing decision:-From among the purchase of alternatives the consumer makes the

solution. It may be to buy or not to buy. If the decision is to buy. The

other additional decisions are:

Which types of magazine he must buy?

From where to buy a magazine?

How the payment to be made? And so on.


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The marketer up to this stage has tried every means to influence

the purchase behavior, but the choice is properly consumers. In the

evaluation stage the consumer forms preferences among the brands in

the choice set. The consumer may also form an intention to but themost preferred brand.

5. Post Purchase Behavior:-

After purchase the product, the consumer will experience the same

level of product. The Marketers job not end when the product is

buying must monitor post-purchase satisfaction, post-purchase action,

post-purchase use and disposal

Post Purchase Satisfaction:-The buyer, satisfaction is a function Of closeness between the

buyer, S expectation and the products Perceiver performance. The

larger the gap between expectation and performance, the

Greater the consumer dissatisfaction.

Post purchase Action:-The Consumer, satisfaction or dissatisfaction with the product

influence subsequent behavior. If the consumer satisfied, he or she

will exhibit a higher probability of purchasing the product again.

Dissatisfaction consumer may abandon and return the product.


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Post-Purchase Use or Disposal:-The marketer should also monitor new buyers use and dispose

of the product. If the consumer store the product in a close, the

product is probably not very satisfying. If the consumer throws the

product away, the marketer needs to know how they dispose of it;

especially it can be hurt the environment.

Characteristic of Buyer Behaviors

The chief characteristics of the buyers behaviors are as follow:-

(1) It consists of mental and physical activities which consumers

undertake to get goods and services and obtain satisfaction from them.

(2) It includes both observable activities such as walking through the

market to examine merchandise and making a purchase and mental

activities-such as forming attitudes, perceiving advertising material,

and learning to prefer particular brands.

(3) Consumer behaviors are very complex and dynamic to constantly

changing. And therefore, management need to adjust with the change

otherwise market may be lot.

(4) The individuals specific behaviors in the market place is affected

by internal factor, such as need , motives, perception, and attitudes, as

well as by external of enviourmenatal influences such as the family

social groups, culture, economics and business influences.


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CHAPTER:3

PROBLEM DEFINATION

PROBLEM DEFINATION

OBJECTIVE OF STUDY

LIMITATIONS OF STUDY


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PROBLEM DEFINATION

To know the best consumer buying behavior and demand into the

minds of consumer of Delhi city because always consumer say

something and does something. There are many companies publish

magazine into the market, at the same time as there are manycompanies publish magazine, idea about thinking of customer on

whether, what, how, and for whom to purchase the magazine.

Therefore, research is required to measure present consumer buying

behavior at the purchase of outlook magazine. So the researcher

problem is to identify what are the criteria that prospective customer

takes into consideration before buying the magazine.

SCOPE OF STUDY

The main scope of the study is limited to Delhi city. It also analysis the benefits accruing to the company as a result

of those service.

This study has been made to find the level of satisfaction the

customer has regarding the service provider by publishing firm.


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OBJECTIVES OF STUDY

To know market position of outlook in the market.To know consumer behavior for purchase of magazine of

different segment of outlook brand.

Limitations of study

When the buyers are busy we cant get accurate data fromthem.

According to the time limit of our project we can cover onlythe some area.

During survey some respondents may not give answer in aproper manner.


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CHAPTER:-4

RESEARCH METHDOLOGY

INTRODUCTION

RSEARCH DESIGN

SOURCES OF DATA

SAMPLING PLAN

DATA COLLECTION METHOD


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RESERCH METHODOLOGY

(A)Introduction

Marketing research is the function which links the consumer,

customer and public to the marketers through information used to

identify and define marketing, opportunities and problems,

generates refine marketing action; monitor marketing performance;

and improve understanding of marketing as a process.

Marketing research specifies the information required to

address these issues; designs the method for collection information

manages and implements the data collection process; analysis the

results and communication the findings and their implication.

Research definition:

Research is careful inquiry or examination to discover

new information and relationship and to expand and to verify exiting

knowledge,

Research always starts with questions or a problem. Its

purpose is to find answer to questions through the application of the


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scientific method. It is a systematic and intensive study directed

towards a more complete knowledge of the subject studies.

(B) Research designResearch design is the plan, structure and strategy of investigation

conceived so as to obtain answer to research question and to control

variance.

- BY KERLINGER

From definition it is evident that research design is more or less a

blueprint of research.

At the outset may be noted that there are several ways of studying

and tackling a problem. There is no signal perfect design. The

research design can be classified in to true broad categories:

(A) Exploratory(B) Descriptive(C) Casual

Exploratory research is focus on the discovery of ideas. Exploratory

research is carried out to define problems and developed hypothesisto test later. An exploratory study is generally based on the

secondary data that are reading available. It does not have to change

his focus of direction, depending on the availability of new ideas and

relationship among variables.


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Descriptive studies are undertaken in many circumstances.

Descriptive studies can be complex, determining a high degree of

scientific skill on the part of the researcher.

Casual research helps in determined cause and effect relationship.

Between two or more variables.

The present study seeks to find out the consumers attitude towards

buying of bike. The study also aims at findings out the drawbacks of

the marketing set up of Hero Honda PVT. LTD. So this makes thestudy a descriptive one.

(D) Sources of DataThe sources of data collection methods are as follows.

a) Primary data:-The primary data is that which details we collect first time from the

market and also used first time in the research. We also say that the

information is first time in the research decision. To collect the

primary data questionnaire is prepared structure non-disguise

questionnaire is prepared.

b)Secondary data:-


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Secondary data are those data which are already collected by

someone for some purpose and are available for the present study;

secondary data are already collected by the companys records and

other librarys books. When the secondary data are sufficient, the

researcher has to be satisfied with the primary sources of data.

Secondary data can be used as bases for comparison with primary

data have been collected by questionnaire.

(E) Data Collection MethodResearcher instruments is the tool by which the researcher can do

research on specific problems or objective. The most popular

researcher instrument for collection data is Questionnaire for a

particular investigation. It is simple for a moiled set of questions

presented to respondents for their answers. Due to this flexibility, itis most common instrument used to collect the primary data. During

the pre- testing of questionnaire, I seen the reaction of respondents

and suggestions required to make change in research instrument.

The questionnaire contains three types of questions.

Open-ended question:-It is helpful in knowing what is uppermost in the mind of the

respondents. It gives complete freedom to the respondent.


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Dichotomous questions :-It has only two answers in form yes or n, true or false, use

or do not use. So the respondent is offered two or more choice.

Multiple-choice question:-In this, the respondent is offered two or more choice.

(F) Sampling planSampling is a process of obtaining. The information about the entire

population by examine a part of it .The effectiveness of the research

depends on the sample size selected for the survey purpose.

(A) sample Site:-

The survey was conducted in Delhi CITY.

(B)Sampling Unit:-

It means Who isto be surveyed. Here target population is decided

and it is who are interested to purchase Bike and sampling frame is

developed so that every one in the target population has known

chance of being sampled. So the survey is conducted particularly in

Delhi City.

(C)Sample size:-


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For the purpose of proper survey, there is need of perfect research

instruments to find out sample size for more accurate result about

buying behavior of bike. The sample size is 40 respondents.

Statically Formula for Sample Size is:-

n=p*q (z/e) 2

Were,

n=Sample Size

p=0.80(probability of satisfied customer)

q=0.20(I-p)

z=1.96(The z (95%) score associated with the degree of Confidence)

e=0.05 (tolerable error)

n= (0.84)*(016)*(1.96/0.05)2

= (0.1344)*(1536.64)

=206.52

Sample Size n=206.52

Here, from calculation n=206.52 is found but for the simplicity of the

study n=206.52have taken.

(D)Sampling Method:-

A Stratified random sample is one where the population is divided in

to mutually exhaustive strata or sub-group and then a simple

random is selected within each of strata on age groups, occupation


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etc. It may be noted that stratification does not means absence of

randomness. I use a simple random sampling method.


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1) Have a magazine?

Result No. of respondent(30)

Yes 18

No 12

yes

60%

no

40%


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2) Company name

Company No. of respondent(30)

India today 12

Outlook 8

Tehalka 3

3cs 7

india today

37%

outlook

30%

tehalka

10%

3c's

23%


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3) GOT INFORMATION FROM?

Media No. of respondent(30)

Newspaper 4

Television 9

Friends 14

Other 3


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4) Advertisement influence


Yes 22

No 8

newspaper

13%

television

30%friends

47%

other

10%


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5) Knowledge before buying


Yes 18

No 12

yes

73%

no

27%


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6) Decision maker

Decision No. of respondent(30)

Father 8

Mother 5

Self 16

Other 1

yes

60%

no

40%


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7) Mode of purchase

Mode No. of respondent(30)

By cash 9

By cheque 14

by credit card 5

8

5

16

1

father mother self other


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8) Features considerFeatures No. of respondent(30)

Paper quality 2

Information 9

Price 8

Offers 4

segment 3

Brand reputation 4

0

2

4

6

8

10

12

14

by cash by cheque By credit card

Series 1


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9) SatisfactionResult No. of respondent(30)

Yes 21

No 9

0

1

2

3

4

5

6

7

8

9

paper quality information price offers segment brand

reputation


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MAJOR QUESTION RELATED REGARDING CUSTOMER.

1. Gender preferences for English magazines:

From the analysis of 138 respondents it can be determined thatout of total readers of English magazines there are 47% femalesand 63% males.

87%

13%

yes no


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2. Type of magazine according to preferences by respondents:

From the survey of 138 respondents 85% preferred to readbusiness magazines, 46% preferred political magazines, 60%preferred fashion magazine, 72% tech savvy magazines, 48%

preferred movies magazines, 39% preferred womens magazinesand 20%preferred other sort of magazines.

3. Analysis of the reading habit of the respondents:

From the survey, analysis of the reading habit of the respondents showed that8% regularly readers, 45% whenever getting bored, 12% while waiting, 30%to get information, 5% read other magazines.

63%47%

Preference

Males

Females

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Average of ranking of respondents according to their

preference for types of magazines

Business

Political

Fashion

Tech savvy

Movies

Women

Others


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4. Places from where magazines are purchased :

From the results of 138 respondents 46% had subscription for the magazine,23% from the news stand, 8% from book stall, 7% second hand purchase and14% from other ways.

5. Magazines subscribed by the respondents:

From the 138 respondents estimate has been made that 53% prefer to readIndia Today, 26% prefer to read Outlook magazines and 21% prefer other

magazines.

8%

45%

12%

30%

5%

Reading Habit

Regularly

Whenever getting bored

While waiting

For information

Others

23%

8%

46%

7%

14%

Purchasing medium of the magazines

News stand

Book Stall

Subscription

Second hand purchase

Others


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6. Motivation for magazine subscription:

From the survey of 138 respondents the factors that motivatedsubscribers to subscribe for any magazine were that 43% got motivated dueto gifts with them, 26% got motivated due to discounts they were getting,14% due to ease of purchase, 7% were motivated by their friends, and 10%due to other factors.

7. Gift evaluation parameters:

From the Analysis to evaluate gift parameters, 80% prefer brand value in a

gift, 64% prefer the utility of the product, 55% prefer attractive gifts, 48% go

for the price of gift and 20% went for other parameters.

26%

53%

21%

Preference of respondents

Outlook Magazines

India Today

Others

14%

26%43%

7%10%

Motivation for magazine

subscription

Ease of purchase

Discounted prices

Gifts

Sugested by friend

Others


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1. Evaluation of magazines on the basis of various attributes:From the survey the analysis to attributes shows that 72% give weightage to quality of content, 45% to coverage, 36% to print quality, 38%to paper quality, 62% go for value of money, 52% to schemes, 67% tounbiased reporting, 48% to Overall presentation.

8.

Analysis of Outlook magazines on the basis of attributes:

analysis 75% liked schemes of the Outlook magazine offered, 66% went for

the value of money, 65% for unbiased reporting, 56% for overall

0%

20%40%

60%

80%

100%

Gift Evaluation Parameters

Gift Evaluation

Parameters

0%

10%

20%

30%

40%

50%60%

70%

80%

Evaluation on the basis of attributes

Evaluation on the basis of

attributes


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presentation, 42% for coverage, 38% went for paper quality, only 35% liked

the quality of content and 33% for coverage.

9. Perception of customers about Outlook magazine:

From the survey of 138 respondents6% regarded it as a very goodmagazine, 62% regarded it as a good magazine, 28% as fairmagazine to read, 4% did not like the magazine.

10.Areas over which Outlook needs improvement:

6%

62%

28%

4%

Perception about Outlook

Very good

Good

Fair

Not good

0%

10%

20%

30%

40%

50%

60%

70%

80%

Evaluation of Outlook magazine on thebasis of attributes

Evaluation of Outlook

magazine on the basis of


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From 138 respondents 68% wanted improvement in quality ofcontent, 21% in print quality and 11% in coverage.

68%

21%

11%

Areas of Improvement

Quality of content

Print Quality

Coverage


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SWOT ANALYSIS OF OUTLOOK MAGAZINES

STRENGTHS:

1. Published on Fridays so it covers all special news and events which take placeespecially on Friday. News of stock market as it closes on Friday, courts close

on Fridays and also new movies are released on Friday. Hence it is the biggest

strength for outlook.

2. Outlook magazines also cover international financial market.3. It has been famous for sensational stories like the Kargil Bungle and the

match fixing controversy.

4. It also covered and published important meetings held like of Agra summitwhich was held on Friday.

5. It offers very good subscription schemes with highly attractive gifts withthem.6. 6It has distinguished and specialised magazines like Outlook Traveller,

Outlook Money.

7. Outlook traveller has been awarded international awards for best sellingmagazine.

8.The survey has shown that 93% of readers retain all past issues of Outlook

Money and this is its distinguishing characteristic.


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WEAKNESSES:

1. Outlook has just been for thirteen years in publication.2. It is on a back hand from India today Hindi in Market share of Hindi

magazines.

3. From the survey it has come out that the Quality of content is not good. 4. Even magazines paper quality, print quality and coverage have not been

considered up to the mark.

5. Its sales are mainly based on advertising.

OPPORTUNITIES:

1. As Outlook has distinguished products like Outlook Traveller andOutlook Money, so the company should focus more on it.

2. As its near competitor India today has major market share in Hindimagazine segment so Outlook should focus on English magazine segment.

3. Should focus on quality of the content and this will eventually turn up thesales and popularity of the magazine. Keep offering good Promotional

schemes to retain their customers and also to attract new ones.

THREATS:

1. India today is its near competitor which has a well known name and it hasbeen in this publication business for more than thirty years.

2. India today Hindi covers major market share leaving little future prospectfor Outlook Hindi.

3. Outlook does not pays much attention on customer retention.


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RECOMMENDATIONS

Based on the findings from different analysis, market survey and some amount

of subjective analysis new promotional strategies has been formulated which

can improve the subscription sales of outlook magazines. It has been taken into

consideration that the new strategies formulated are in different functional areas

of promotion, so that we can device an effective and diversified portfolio of

promotional strategies.

1. Effective promotional scheme a strategy for consumer

motivation

It is important to motivate the consumer to subscribe for the magazine forboosting the sales and its obvious that most of the consumers will not getmotivated unless and until they get what they want. From the marketsurvey it was able to identify that the motivating factors are the giftsprovided along with the subscriptions and according to most of theconsumers a good gifts are one which have good brand value associatedwith it and those which offer better utility.

2. Offline referral marketing a strategy for customer or subscriber

motivation

Referral marketing can be effectively used to improve the subscriptionsales. The existing customer can be motivated to refer to their friends,relatives etc. to subscribe for the magazine by means of exciting andattractive gifts as incentives. The magazine should provide Business reply

cards exclusive for existing subscriber along with subscribers copiesduring the magazine delivery so that they can refer their friends andrelatives for magazine subscription. The business reply card should offerthe facility to be filled with at least ten references. Subscribers should beable to send them free of cost. Now these subscribers can be provided withattractive gifts.


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3. Customer retention

It is a normal saying that customer acquisition is good, retention is better.

This is because a customer retained is equal to five new customers as themoney spent for acquiring a customer is calculated to be five times themoney spent to retain a customer. From the information obtained fromOutlook, if was identified that Outlook does nothing for customerretention. Outlook needs to formulate and implement customer retentionand loyalty programs to retain the customers. Greet the customers with exciting gifts during special occasions. Sell the subscription renewal at discount. Auto renewal of subscription. Allow grace period for subscription expiry. Send loyalty gifts. Organize entertainment events for subscribers.

Organize gettogether. Offer free Medical claim/Insurance Policy.

4. Improved magazine for customer satisfaction

From the market survey it was revealed that the strengths of Outlook

Magazine are Promotional Schemes and unbiased reporting. Its weaknesses

are its Content quality, Paper quality and Print quality so it should work on it toincrease the customers satisfaction. If the product is able to satisfy customers

in its core product attributes, then the customer will be tend to be loyal as

their expectations are fulfilled.

So to improve customer loyalty and thereby increase voluntary sales outlook

magazine has to work on its weaknesses as expected by the customers of the

magazine.

Since the quality of content and coverage are subjective in nature, Outlookneeds to identify what are weaknesses of the current contents and coverage of


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the magazine as well as the customers expectations about them. For this

Outlook should go for detailed survey and customers feedback so that it can

understand the customers expectations as far as content and coverage of the

magazine are concerned. Once the customer expectation is identified Outlook

need to restructure the magazine by implementing the customer requirements

and demands in order to improve their satisfaction level which will in turn boost

the magazine as well as subscription sales

FINDINGS

The USP of Outlook Business is its price and USP of Newsweek is thatits an international newsmagazine. This is so because all sales of

Outlook Business was on the basis of its price and that of Newsweek was

on the basis of its International reputation.

Magazines are not a critical product for any organization. Hence,magazines have to be pushed for sales. This is because a client will

usually use a magazine for communicating with its client and advertising.

However, there are numerous other channels available for this purpose.

Therefore, a salesman selling magazines can only be successful only if he

is proactive.

The client will only be interested in placing an order for the magazine if itadds value to the service being provided by it to its customers without

adding to its cost. The options offered by Outlook i.e. Cover-on-Cover,

Flap and Strip were very useful as they enhanced the service being

provided by the clients to its customers


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SUGGESTIONS

Follow Up is very crucial for any call and hence should be done verythoroughly by the sales executive. As magazines are not a critical product

for any organization and have to be pushed for sales, hence if regular and

thorough follow-up is not done, the client may soon loose interest in the

product and forget it. Hence, the sales executive should try and maintain a

relationship with the client and pursue him with great interest.

A personalized sample copy taken on the first appointment would appealmore to the client and also save time. If a sales executive takes a

customized sample copy on the first appointment, it would definitely

create a greater impact on the client as he would be able to visualize

better the effect that the product is going to have on its customers.

There should be a system of Daily Sales Report (DSR) to improveefficiency of the sales executive. Since a sales executive goes on anaverage on 4-5 calls, there should be a system wherein he is supposed to

come back and record each and every detail related to the call in a DSR


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SEGMENTS IDENTIFIED


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Golf Courses Premium Clubs

Coaching Institutions

Hotels- Rooms

- Public Areas

- Business Lounges

- Fleet of Cars

Car Rentals PVR Cinemas


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PROCEDURE ADOPTED

Prepare a comprehensive list of prospective clients in each segmentAfter the segments have been identified, a list of prospective clients is made

in each segment with the help of Internet and Telephone Directory services.

The list would consist of all details of the clients including Name, Address,

and Telephone Number etc.

Gather information about a client and the key decision makerThis step consists of gathering information about the client as to whether it s

currently taking any magazines and at what prices. Also the key decision

maker in the company is determined and his/her details are found out.

Take appointmentThe next step involves calling up the decision maker in the client

organization and making him interested in the product and taking anappointment with him/her.

Meet the clientOnce an appointment has been taken, the next step is to meet the client on

the appointed time. The appointment should begin with asking the client to

explain their business in detail. The Client should be asked if he is buying

any other magazines and if yes, at what price. The client should also be

asked if magazines are already a part of his business. Then the client should

be explained in detail the various features of the product and in what ways it

is better than the competitors. The various options like cover-on-cover, strip

and flap are offered to him. Sample copies are shown to display the various

options.


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Send ProposalIf the client shows interest in the proposition offered to him, the next step is

to send a proposal. The proposal consists of various details like price, option

being offered and other details about the delivery, payment in advance etc.

The proposal is either send through mail or courier.

Follow UpOnce the proposal is sent, follow up is required until the decision maker in

the organization takes a decision regarding ordering and the number of

copies to be ordered.

Settle Terms and ConditionsOnce the client shows his readiness to order, the terms and conditions are

settled with him with regard to number of copies, delivery whether it is

single point or multipoint, payment in advance, time period of subscription.

Also, price, if negotiated by the client, is settled. A customized sample copy

is also shown to the client and his approval is seeked.

ContractOnce all the terms and conditions are settled, the agreement is made. The

agreement consists of all the terms and conditions agreeable to both the

parties and is duly signed by both the parties i.e. the client and Outlook.


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CHAPTER: 6

TESTING OF HYPOTHESIS


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TESTING OF HYPOTHESIS

A hypothesis is a proposition, which the researcher wants to

verify. It is tall test and my null hypotheses are,

H0: P = 0.40

H1: P 0.40

With reference to favorable market of Hero Honda Bike.

Now to verify this hypothesis I have taken significantlevel of 1

%. It means in the long run risk of making the wrong decision is I out

of every 100.

Since the sample size is more than 30 the use of Z test is most

applicable.

Now,

P = Probability of Hero Honda is given best by consumer.


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Q = Probability of other company bike is given best by consumer.

X = Hero Honda bike is purchased by consumer.

N = Total no. of Respondents.

P = x/n

=51/100

=0.51

q =1-p i.e. 0.49

Z calculation = p q

_______

_______

PQ

_______

100

= 0.51- 0.40

__________

__________

0.49*0.4

________

100


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= 0.11

________

________

0.00196

= 0.11

_______

0.04427

= 2.48

= 2.48 < 2.56

So, How may accepted at 1 % level of significance. It may be

concluded that 40 % of consumer go for other company magazine

and 60 % go for outlook.


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CHAPTER: 7

FINDINGS


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