1. A
Project Report on
Consumer buying behaviour towards TOI
Magazines
Submitted by,
Krunal Zaveri
Som-lalit Institute of Management Studies
PGDM 2014-2016
3. Price & Target Audience
• Rs 150Cover Price
• MonthlyFrequency
• Men
• Women
Target Audience
Ladies Beauty Parlour and Saloons Boutique’s
Jewellery shops Ladies Accessories shops
Wedding Collection stores Wrist watch stores
Saree shops
• Rs 150Cover Price
• MonthlyFrequency
• Men
• Women
Target Audience
Travel and tour companies
Private travel agencies
Cafes
Architect and Designing Colleges (CEPT, NID)
4. • Rs 150Cover Price
• MonthlyFrequency
• Women
• Fashion Designer's
Target Audience
Beauty Parlour
Saloons
Cosmetic and Accessories shops
Fashion Designer Stores
• Rs 125Cover Price
• Bi- MonthlyFrequency
• Student (5 to 12 Standard )
• Teachers
Target Audience
Schools
Library
Research and laboratory
Tuition classes and education firms
Teacher’s
5. • Rs 250Cover Price
• MonthlyFrequency
• Design & ArchitectTarget Audience
Architects
Interior Designer
Any firm where there is waiting area
Architect Student
Design institute
• Rs 120Cover Price
• MonthlyFrequency
• Men
• Women
Target Audience
Home appliance stores
Interior Designer shops
Furniture showroom’s
Pvt furniture companies
6. • Rs 60Cover Price
• Fort Night (27 issues)Frequency
• Women
• Saloon's (Female)
Target Audience
Saloons
Beauty Parlours
Spa and Massage Parlour
Fashion Designer
• Rs 60Cover Price
• Fort Night (26 issues)Frequency
• Women
• Men
Target Audience
Beauty Parlour’s
Unisex Saloon’s
Fashion Designer
Clinic’s
7. • Rs 150Cover Price
• MonthlyFrequency
• Men
• Automobile student's
Target Audience
Library
Automobile Student’s
Second hand car dealer
Car Showrooms
Car wash centre’s
Car Traders
• Rs 40Cover Price
• MonthlyFrequency
• Women
• Saloon's (Female)
Target Audience
Saloons
Beauty Parlours
Spa and Massage Parlour
Fashion Designer
8. Research Methodology
• Survey through questionnaire
TOTAL SURVEY= 120
• MALE = 69
• FEMALE=51
• EXISTING CUSTOMERS WHICH
USES TIMES PRODUCT
• MALE=13
• FEMALE=12
57%
43%
Gender
Male
Female
52%
48%
Existing customer
Male=13
Female=12
9. Annual Income
Income Male (69) Female (51)
Up to 3 lakh 06 05
3 - 5 lakh 34 22
5 - 8 lakh 19 15
8 lakh and above 11 08
0
5
10
15
20
25
30
35
40
Up to 3 lakhs 3 - 5 lakhs 5 - 8 lakhs 8 lakhs and above
Male (69)
Female (51)
10. • Among this income group 3-5 lakh people were those who were spending
on TOI of magazines.
• They were 34 male 22 female
• People earning between 5-8 lakh were the second most people spending
our magazines
• They were 19 males 15 female
11. Marital Status
Marital Status Male (69) Female (51)
Married 42 21
Unmarried 21 30
42
21
21
30
Male Married
Male Unmarried
Female Married
Female Unmarried
12. Occupation
Occupation Male (69) Female (51)
Employed 26 32
Business 43 19
26
43
Male
Employed
Busines
32
19
Female
Employed
Business
13. Reading habits
Reading habit Male(69) Female(51)
News paper 39 15
Magazines 19 21
Books 09 10
Other 02 05
3919
9 2
Male
News paper
Magazines
15
21
10
5
Female
News paper
Magazines
14. Time Spending
Time Male(69) Female(51)
10 min 20 35
10-30 min 29 12
30-60 min 12 03
More than 60 min 08 01
29%
42%
17%
12%
Male
10 min
10-30 min
30-60 min
more then 60 min
70%
24%
6%
Female
10 min
10-30 min
30-60 min
15. Awareness
MOST AWARED MAGAZINES
FILMFARE (MALE=50/69, FEMALE=48/51)
FEMINA (MALE=60/69, FEMALE=45/51)
TOP GEAR (MALE 66/69, FEMALE=20/51)
50
60
66
Male
Filmfare 80
Femina 56
Top gear 55
48
51
20
Female
Filmfare 58
Femina 55
Top gear 5
16. MODERATLY AWARED
HELLO (MALE=20/69, FEMALE=47/51)
LONELY PLANET (MALE=30/69, FEMALE=12/51)
GRAZIA (MALE=15/69, FEMALE=35/51)
GOOD HOMES (MALE=32/69, FEMALE=25/51)
20
3015
32
Male
Hello 42
LP 40
Grazia 15
G Homes 32
47
12
35
25
Female
Hello 47
Lp 12
Grazia 35
G Homes 25
17. LEAST AWARED
HOME TRENDS (MALE=12/69, FEMALE=10/51)
KNOWLWDGE (MALE=20/69, FEMALE=7/51)
12
20
Male
Home T
Knwlg
17
7
Female
Home T 17
Knwlg 7
21. consumer behaviour for old customer
52%
48%
Male 13
Female 12
Sample size of questionnaire
TOTAL = 25
MALE = 13
FEMALE=12
22. Less then
year
1-3 year 3-5 year More then 5
year
3 7 6 9
How long they been customer of TOI
less then year
12%
1-3 year
28%
3-5 year
24%
more than 5 year
36%
23. Price Service Content Switchover Others
12 5 6 0 2
Parameters for magazines to subscribe or unsubscribe
48%
20%
24%
0% 8%
Price
Service
Content
Switchover
Others
24. Factor No. of falls
Price 8
Variety 4
Cover story 0
In depth analysis 9
Current Affairs 2
Special Columns 1
View Point 1
Factor Affects their subscription Decision
33%
17%
0%
38%
8% 4%
Price
Variety
Cover story
Indepth analysis
Current affairs
Special Coloumns
25. Very Satisfied 8
Mostly Satisfied 16
Dissatisfied 1
Very Dissatisfied 0
Satisfaction Level
32%
64%
4%
0%
Satisfaction level
Very Satisfied
Mostly Satisfied
Dissatisfied
Very Dissatisfied
26. Pararmeter Agreed Not agree
We deserve
loyalty
12 13
Loyalty has grown 15 10
We value people
& relationship
18 7
48%
52%
We Deserve your loyalty
Agreed
Not agree
60%
40%
Loyalty has Grown
Agreed
Not Agree
72%
28%
We value people &
relationship
Agreed
Loyalty Level
Followed by each statements
27. They join TOI again
The sample size is 25, out of 25, 5 subscriber subscribed again
20%
80%
Productivity
Subscribed
Not Subscribed
28. Factors that we used
• Personal – Personal factors which includes profession, qualification, and
interest. In this we can pitch our all kind of magazine depending on the
customer profession, qualification or interest.
• Psychological – Brand image (Times , BBC), Customer satisfaction
(BBC Knowledge, Lonely planet, Top gear, Hello)
• Emotional and Motivational – Perks and freebie (Femina spa and saloon)
• Economical – Discounts, 50% off , same price renewal
(Femina Hindi and English, Filmfare)
29. Findings from Survey
• Many of the readers say that they do not have sufficient time to read all the issues.
• Women Prefers Femina and Good homes, Youngsters (boys) Top Gear, Girls prefer
Femina, Grazia, and Filmfare.
• Few of them said that they find such magazines to be very much costly. But they
feel that promotional offers can motivate these readers to subscribe such
magazines.
• Student preparing for competitive exams are interested for educational and
general knowledge and we have BBC knowledge but we faced sum language
problem with them as they need it in a regional language.
• We also faced sum customers who were facing the magazine delivery problem.
• Number of issue of Filmfare and Femina are the most attractive thing.
• Freebies with Femina spa and saloon are motivating customers to subscribe it, if
sum more freebies will be given with our least aware magazines, it will increase
our sale.
30. Conclusion
• From all this we want to conclude that 50% off scheme and the freebie
are the positive part of the company but the gift demo should be showed
to attract and motivate them to purchase the magazines.
• If we can facilitate a mobile application for magazine then it will create a good impact.
• And Increased in number of issues other magazines can also increase the sale
especially for Femina sap and saloon and BBC Knowledge.
• Company must keep on giving such promotional offers to the readers so as to attract them and they
must make sure that the readers and their target audience is aware about these offers so that they
can take the benefit of such offers.
• Hotel’s need magazine specially related to hotels like the magazine Hotelier.
• From the all above study it's also concluded that for the awareness regular promotions and
advertisements is required.
• Cross promotions is a good way to promote the sub product by the mother product, regular
advertisements is required to promote for good and strong awareness.
• Events can be arranged to promote the particular magazines, like for BBC is found less aware by the
above study so events for knowledge in schools and any knowledge and science seminars and fairs.
31. LIMITATIONS
• The report is carried out with great ease even though it has certain
limitations which are as follows:
• One of the big limitations of the report is that by taking just 120s sample
size, we cannot conclude or measure the whole Ahmadabad city.
• One other limitation is that we cannot know or measure the activeness of
the respondent while filling the questionnaire.
32. Sales Report
Product Wise Sales
No. of Customers Approached 184
No. of Customers filled Survey 120
No. of Orders archived 44
Magazine Target Given Target Archived
Femina 16 11
Femina Hindi 6 6
Filmfare 7 5
Top Gear 2 0
BBC knowledge 13 5
Good homes 3 4
Lonely planet 6 1
Grazia 2 3
Hello 4 2
Home Trends 2 2
Femina Spa saloon 0 5
Total 61 44
