Study of Customer Perspective Towards Outlook Business Magazine with Respect to Content, Price and Brand
Table of Contents
ACKNOWLEDGEMENT 3
EXECUTIVE SUMMARY 4
Chapter 1 . INTRODUCTION 6
1.1 MAGAZINE INDUSTRIES: THE INDIAN SCENARIO 6
Chapter 2 . LITERATURE REVIEW 10
Chapter 3: OBJECTIVES 15
PRIMARY OBJECTIVES 15
SECONDARY OBJECTIVES 15
Chapter 4 : RESEARCH METHODOLOGY 16
RESEARCH PLAN 16
Data Sources 16
Research Approaches 16
Research Instruments (Questionnaire Construction) 17
Sampling Design 17
COLLECTION OF DATA AND ANALYSIS 18
FINDINGS & RECOMMENDATIONS 18
COLLECTION OF DATA AND ANALYSIS 18
FINDINGS & RECOMMENDATIONS 18
SCOPE OF STUDY 18
Chapter 5 : DATA ANALYSIS 19
PLAN OF DATA ANALYSIS 19
Chapter 6 : RESULTS AND INTERPRETATION 20
CHI-Square Test 23
Binomial Tests 25
Chapter 7. CONCLUSION 27
Chapter 8 : RECOMMENDATIONS 28
LIMITATIONS IN THE STUDY 30
REFERENCES 31
ANNEXTURES 33
COMPANY OVERVIEW 33
PRINT MEDIA 34
ABOUT THE PRODUCTS 36
QUESTIONNAIRE 41
ACKNOWLEDGEMENT
The two months of summer internship at Outlook India Pvt. Ltd. has been a truly remarkable experience. I got to know about the various nuances which are important not only to work in a magazine industry but also are necessary while working for other consumer goods industry. The intensive exposure to marketing environment has enriched me enough, not only to survive in this competitive environment but to excel and to open my own business in the long run.
It gives me immense pleasure to acknowledge the invaluable guidance extended to me by various employees of Outlook India Pvt. Ltd. in successful completion of this project.
A sense of gratitude is not enough to express my sincere thanks towards Mr. Himanshu Pandey (National Sales Manager, Outlook India pvt. ltd), for providing me an opportunity to pursue my summer internship at such an esteemed organization.
With equal gratitude I would like to thank Mr. Sumit Bhardwaj (Deputy Manager, sales)
ACKNOWLEDGEMENT 3
EXECUTIVE SUMMARY 4
Chapter 1 . INTRODUCTION 6
1.1 MAGAZINE INDUSTRIES: THE INDIAN SCENARIO 6
Chapter 2 . LITERATURE REVIEW 10
Chapter 3: OBJECTIVES 15
PRIMARY OBJECTIVES 15
SECONDARY OBJECTIVES 15
Chapter 4 : RESEARCH METHODOLOGY 16
RESEARCH PLAN 16
Data Sources 16
Research Approaches 16
Research Instruments (Questionnaire Construction) 17
Sampling Design 17
COLLECTION OF DATA AND ANALYSIS 18
FINDINGS & RECOMMENDATIONS 18
COLLECTION OF DATA AND ANALYSIS 18
FINDINGS & RECOMMENDATIONS 18
SCOPE OF STUDY 18
Chapter 5 : DATA ANALYSIS 19
PLAN OF DATA ANALYSIS 19
Chapter 6 : RESULTS AND INTERPRETATION 20
CHI-Square Test 23
Binomial Tests 25
Chapter 7. CONCLUSION 27
Chapter 8 : RECOMMENDATIONS 28
LIMITATIONS IN THE STUDY 30
REFERENCES 31
ANNEXTURES 33
COMPANY OVERVIEW 33
PRINT MEDIA 34
ABOUT THE PRODUCTS 36
QUESTIONNAIRE 41
ACKNOWLEDGEMENT
The two months of summer internship at Outlook India Pvt. Ltd. has been a truly remarkable experience. I got to know about the various nuances which are important not only to work in a magazine industry but also are necessary while working for other consumer goods industry. The intensive exposure to marketing environment has enriched me enough, not only to survive in this competitive environment but to excel and to open my own business in the long run.
It gives me immense pleasure to acknowledge the invaluable guidance extended to me by various employees of Outlook India Pvt. Ltd. in successful completion of this project.
A sense of gratitude is not enough to express my sincere thanks towards Mr. Himanshu Pandey (National Sales Manager, Outlook India pvt. ltd), for providing me an opportunity to pursue my summer internship at such an esteemed organization.
With equal gratitude I would like to thank Mr. Sumit Bhardwaj (Deputy Manager, sales)
References: ANOVA with SPSS. (2009, Feburary). Retrieved from www.microbiologybytest.com. Dodge, D. (2006). Are newspapers and magazines dying. Outlook English . TargetCast tcm. (2009). TargetCast-Consumer-Media-Study-October2009. webbyshop.pbworks.com. (2007, 01 02). benefits of reading magazines. Retrieved from webbyshop.pbworks.com: http://webbyshop.pbworks.com/Benefits+of+Reading+Magazines+02-01-2007 Wikipedia [5]businessworld.com. (2008, May 11). India Magazine Industry Thriving, Big Players Moving In. Retrieved from businessworld.com: http://www.businessworld.in/index.php/After-Hours/India-Magazine-Industry.html [6] Dodge, D