1. A PROJECT REPORT ON
A STUDY ON IDENTIFYING VARIOUS FACTORS TO SELECT
DEFFERENT TYPES OF MAGAZINE WITH SPECIAL
REFERENCR TO OUTLOOK GROUP & GENERATING SALES
THROUGH NEW SUBSCRIPTIONS OF MAGAZINE IN
BETWEEN SEALDAH TO KANKURGACHI.
REPORT SUBMITTED IN PARTIAL FULLFILMENT OF REQUIRMENT
FOR
MASTER OF BUSINESS ADMINISTRATION
PREPARED BY
AYAN HAZRA
Roll:PG24/MBA/IIS No: 077
Registration NO: 00310
Year of registration: 2015
Major specialization: Marketing
Session: 2015-2017
Name of Inst.: EIILM Kolkata
UNDER THE GUIDANCE OF
SUGATA MUKHERJEE
Admin of Subscription Head, Kolkata
Outlook Publishing India Pvt. Ltd
SUBMITTED TO
VIDYASAGAR UNIVERSITY
AUGUST, 2016

2. PREFACE
True learning is born out of experience and observation. Practical experience is one of the best
types of leaning that one can remember throughout the life. After II semester, with theoretical
aspects of learning in management, during Summer Internship Period; the time comes to apply
these in corporate world. Fortunately, I got golden opportunity to complete my training at
Outlook India Publishing (India) Pvt. Ltd. and in specific areas like Sealdah to
Kankurgachi. Here, I got chance to see the functioning of Marketing department and gained a
lot learning of the subject.
As a part of the MBA curriculum and in order to gain practical knowledge in the field of
management, I have made a report on “a study on identifying various factors to select different
types of magazine with special reference to outlook group & generating sales through new
subscriptions of magazine in between Sealdah to Kankurgachi”. The basic objective behind
doing this project report is to get knowledge about the behavior of readers’ feedback and
generate sales.
By this study I got to know how to make the subscription of the magazines affordable for the
readers with attractive promotional offers and also have understood the prospective customers
and their needs and want.

3. Certificate of the Company-Guide

4. TABLE OF CONTENT
TOPIC PAGE NO.
Acknowledgement
Declaration
Introduction
Industry Introduction
Company Profile
Literature Review
Objectives
Research Methodology
Data Analysis and Interpretation
Observations and Findings
Recommendations and Suggestions
Sales Report
Bibliography
Appendix
1
2
3
4 – 6
7 – 10
11 – 13
14
15 – 17
18 – 31
32 – 35
36
37
38
39 – 40

5. 1
ACKNOWLEDGEMENT
At the very beginning, I would like to thank Mr. Sugata Mukherjee (Admin of
subscription department) Outlook Publishing (India) Pvt. Ltd. for his guidance.
I am grateful to Mr. Mukherjee for enabling me to turn dream to reality. He helped me a
lot with valuable information in the respective fields of magazine subscription selling. I
am grateful to his co-operation during the period of my assignment.
Finally, I would like to thank all others who directly or indirectly helped me to
accomplish my project work.

6. 2
Declaration
I, do here by declare that this project report entitled “A Study on Identifying Various
Factors to Select Different Types of Magazines with Special Reference to Outlook
Group & Generating Sales through New Subscriptions of Magazine in between
Sealdah to kankurgachi” the result of my own work carried out in THE EASTERN
INSTITUTE FOR INTEGRATED LEARNING IN MANAGEMENT under the
guidance and supervision of Mr. Sugata Mukherjee (External Guide).
This project report is submitted by me for the partial fulfillment of the award of degree in
‘masters of business administration’.
The project report is exclusively prepared by me and has not been submitted to any other
institutions or published anywhere else.
Date: August ’2016 …………………….
Place: Kolkata (SIGNATURE)

7. 3
Introduction
In today’s competitive world, Management Interns have to put rigorous hard work to
survive in the business world. They should be well groomed and well acquainted with
functioning of the corporate world.
The two months Industrial Training is an integral part of Management Program, aims to
provide the management students with an adequate exposure of the various operation that
are taking place in an Industry.
I, as a Management intern was engaged with Outlook Group, Kolkata. I worked in a
Subscription Division for two months. It was a very educative and professional
experience and thereby gaining a practical overview of the corporate work culture.
My work has been divided into two phases. One is conducting a feedback survey within
the readers of Sealdah to Kankurgachi and the next one is generating sales through new
subscriptions of magazines available under Outlook Publishing Group.
1. Readers Feedback Survey:
I have surveyed few samples with questionnaire to understand the various factors,
considered by readers while choosing desired magazines.
I had done Readers survey in between Sealdah to kankurgachi.
2. Generating Sales:
Outlook Publishing Group has asked me to sale new subscriptions of magazines, while
conducting the survey; simultaneously. As while capturing feedback of readers, I can
understand the various factors and some of the respondents can become the prospects of
Outlook Publishing Group’s various magazines. From that prospects list I have converted
few of them into customers of Outlook Publishing Group.

8. 4
INDUSTRY INTRODUCTION
The Media industry is a sunrise sector for the economy and is making high growth
strides. Proving its resilience to the world, the Indian Media industry is on the cusp of a
strong phase of growth, backed by rising consumer demand and improving advertising
revenues.
The industry has been largely driven by print media usage over the last decade. Now
internet has almost become a mainstream media for entertainment for most of the people.
What is Media:
Media (the singular form of which is medium) is the collective communication outlets or
tools that are used to store and deliver information or data. It is either associated with
communication media or the specialized mass media communication businesses such as:
print media and the press, photography, advertising, cinema, broadcasting (radio and
television) and publishing.
Types of Media-
Print Media:
The term 'print media' is used to describe the traditional print-based media like
newspapers, magazines, books, and comics or graphic novels. Historically, only wealthy
publishers had access to sophisticated type-setting technologies necessary to create
printed material, but this has changed in recent years with the widespread accessibility of
desktop publishing software and print-on-demand publication services such as Lulu.com.
More recently, electronic book readers such as the Amazon Kindle or Barnes and Noble,
which store hundreds of books on a single device and which allow readers to directly
download books and newspapers have become popular.
Television:
Television has been entertaining families of different region for over fifty years. In the
beginning, there were few programs to pick from, but today, there are literally hundreds
of general and specialty channels to choose from and thousands upon thousands of
programs. Where it was once the case that programs had to be watched at the time they
were broadcast on a television, this is no longer the case. Today, viewers can summon a
movie or television episode whenever they want, through many cable or satellite services'
pay-per-view or free on-demand services. They may also download or stream episodes
from the Internet and watch them on their computers. Viewers may use DVR (digital
video recorder) devices, such as a TiVo to record programs at one time and watch them at
another time. Viewers with certain cell phones may even watch programs through their
cell phones.
Movies:
Movies (films) are the oldest form of motion picture technology capable of capturing
lifelike video-style images. Originally, movies could only be consumed at a

9. 5
neighborhood movie theater, but these days movies are widely available for people to
consume in their homes, on their computers, and even in through their telephones.
Commercial movies are broadcast on television, and via cable and satellite services
which may feature High Definition (HD) video resolution and sound, essentially allowing
the movie theater experience to be replicated in a home theater environment. Commercial
movies are also distributed on DVD and Blu-Ray disks, which can be rented from stores
and through-the-mail services such as Netflix and through downloadable computer files,
which can be legally downloaded from movie rental services such as Amazon and iTunes
or streamed through Netflix, Hulu, Amazon Video or on-demand cable services. Home
movies produced by amateurs with inexpensive video cameras are now also widely
available through video sharing websites such as YouTube.com and Vimeo.com.
Video Games:
Available since the early 1980s, video games have only grown in popularity among
youth. Today's games make use of advanced graphics and processors to enable three
dimensional game play featuring highly realistic landscapes and physics simulations, and
the ability to compete against other players through a network connection. Modern video
games are immersive, exciting and increasingly interactive. Players feel like they really
are in the situation because of the life-like graphics and sounds. Through video games,
youth can extend their pretend play, as they become soldiers, aliens, race car drivers,
street fighters, and football players.
Music:
Music is another highly popular media entertainment. The advent of sound recording at
the end of the 19th century ushered in the era of analog recordings, first on vinyl records
and later on audio tape in the form of 8-tracks and later, cassettes. Starting in the 1980s,
music started to be distributed in a digital format on CD-ROMs. The new format changed
everything as digital music could be copied easily and without loss of fidelity. In the
1990s, it became possible to easily compress large digital music files using a technology
called MP3, and for the first time, it became practical to share music over the newly
invented Internet.
The Internet:
The Internet is a communications technology based on millions of interconnected
computers capable of sharing data instantly. The Internet allows two kinds of
communication to occur. Two-way communications are possible in both synchronized
and asynchronous forms, allowing the Internet to replace traditional telephone
technologies, which involve two-way synchronized communications, and bulletin boards,
which involve two-way asynchronous communications. One-way communications such
as television or radio broadcasts are also possible. All Internet communications, whether
voice, video, or photograph, take place using a common digital transmission format.
Although the network is world-wide in scale, the playing field is level enough so that
individual people without much wealth or education can create and publish web pages for
themselves, which are accessible around the world.

10. 6
Motion pictures:
The history of film in India begins with the screening of Auguste and Louis
Lumière moving pictures in Bombay during the July 1895. Raja Harishchandra—a full-
length feature film—was initiated in 1912 and completed later. Alam Ara (released 14
March 1931) —directed by Ardeshir Irani—was the first Indian movie with dialogues.
Indian films were soon being followed throughout Southeast Asia and the Middle East—
where modest dressing and subdued sexuality of these films was found to be acceptable
to the sensibilities of the audience belonging to the various Islamic countries of the
region. As cinema as a medium gained popularity in the country as many as 1, 000 films
in various languages of India were produced annually. Hollywood also gained a foothold
in India with special effects films such as Jurassic Park (1993) and Speed (1994) being
specially appreciated by the local audiences. Expatriates throughout the United Kingdom
and in the United States continued to give rise to an international audiences to Indian
movies, which, according to The Encyclopædia Britannica (2008) entry on Bollywood,
"continued to be formulaic story lines, expertly choreographed fight scenes, spectacular
song-and-dance routines, emotion-charged melodrama, and larger-than-life
heroes". Present day India produces the most films of any country in the world. Major
media investors in country are Yash Raj Films, Dharma Productions, Aamir Khan
Productions, UTV Disney, Reliance Entertainment. Most of these productions are funded
by investors since there is limited banking and credit facilities maturity in India for
motion picture industry.
Media of India: Media of India consist of several different types
of Indian communications media: television, radio, cinema, newspapers, magazines, and
Internet-based Web sites. Many of the media are controlled by large, for-profit
corporations which reap revenue from advertising, subscriptions, and sale
of copyrighted material. India also has a strong music and film industry. India has more
than 70,000 newspapers and over 690 satellite channels (more than 80 are news channels)
and is the biggest newspaper market in the world - over 100 million copies sold each day.
The first Indian media were established in the late 18th century with print media started
in 1780. Augusta and Louis Lumpier moving pictures were screened in Bombay during
July 1895; and radio broadcasting began in 1927. Indian media—private media in
particular—have been "free and independent" throughout most of their history. The
period of emergency (1975–1977), declared by Prime Minister India Gandhi, was the
brief period when India's media were faced with potential government retribution.

11. 7
The French NGO Reporters Without Borders compiles and publishes an annual ranking
of countries based upon the organization's assessment of its Press Freedom Index. In
2011-12 India was ranked 131st out of 179 countries, which was a setback from the
preceding year, while Freedom house, a U.S. based NGO rates India, in its latest report,
as "Partly Free".
Indian Print media: The first major newspaper in India—The Bengal Gazette—was
started in 1780 under the British Raj by James Augustus Hickey. Other newspapers such
as The India Gazette, The Calcutta Gazette, The Madras Courier (1785), The Bombay
Herald (1789) etc. soon followed. These newspapers carried news of the areas under the
British rule. The Bombay Samachar, founded in 1822 and printed in Gujarati is the oldest
newspaper in Asia still in print. On May 30, 1826 Udant Martand (The Rising Sun), the
first Hindi-language newspaper published in India, started from Calcutta (now Kolkata),
published every Tuesday by Pt. Jugal Kishore Shukla
The Times of India was founded in 1838 as The Bombay Times and Journal of
Commerce by Bennett, Coleman and Company, a colonial enterprise now owned by an
Indian conglomerate. The Times Group publishes The Economic Times (launched in
1961), Navbharat Times(Hindi language), and the Maharashtra Times (Marathi
language).
In the 1950s 214 daily newspapers were published in the country. Out of these, 44 were
English language dailies while the rest were published in various regional and national
languages. This number rose to 2,856 dailies in 1990 with 209 English dailies. The total
number of newspapers published in the country reached 35,595 newspapers by 1993
(3,805 dailies).
The main regional newspapers of India include the Malayalam language Malayala
Manorama (published from: Kerala, daily circulation: 673,000), the Hindi-
language Dainik Jagran (published from: Uttar Pradesh, daily circulation in 2006:
580,000), and the Anandabazar Patrika (published from: Kolkata, daily circulation in
2013 ( ABC Jan - Jun 2013 ) : 11,93,000). The Times of India Group, the Indian Express
Group, the Hindustan Times Group, the Hindu Group and the Anandabazar Patrika
Group are the main print media houses of the country. The Anandabazar Patrika group
runs the oldest surviving Hindi newspaper in India.
Newspaper sale in the country increased by 11.22% in 2007. By 2007, 62 of the world's
best selling newspaper dailies were published in China, Japan, and India. India consumed
99 million newspaper copies as of 2007—making it the second largest market in the
world for newspapers

12. 8
COMPANY’S PROFILE
The Rajan Raheja Group is a diversified conglomerate which has interests in sectors
such as building materials (through Prism Cement, H&R Johnson (India) and RMC
Ready-mix (India)), automotive and industrial batteries (Exide Industries), cable T.V.
(Hathway Cable & Datacom and Asianet Satellite Communications), financial services
(in life insurance and asset management through joint ventures with ING), publishing
(OUTLOOK group), retail (Globus, H&R Johnson (India) TBK, Food world and Health
& Glow), real estate development, software, petrochemicals and hotels.
Rajan Biharilal Raheja (born 1954) is an Indian businessman who lives in Mumbai.
Forbes magazine has identified him as a billionaire with a net worth of $2.15 billion,
making him the 30th richest person in India. Rajan Raheja made his beginning in the
construction business. After building a huge presence in the realty market, his Rajan
Raheja Group diversified laterally into manufacturing, financial services and media—
each venture initiated, and executed, to fulfill the objective of assuming leadership in
core areas.
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 discerning readers 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 11.2 million copies over the year.
Outlook is one of India's four top-selling English weekly newsmagazines. Like many
other Indian magazines it is reluctant to reveal its circulation, but the 2007 National
Readership Survey suggested 1.5 million copies. Outlook’s competitors are India Today,
The Week.
Currently it has several magazines like Outlook Business, Outlook Money, Outlook
Traveler, Outlook Hindi to name a few.
Outlook Magazine:
‘Outlook’ is India’s most vibrant weekly news magazine with critically and globally
acclaimed print and digital editions. Now in its 21st year, Outlook's award-winning
journalism has made the important interesting with groundbreaking public-interest and
investigative reportage which has fetched it the International Press Institute Award for
Excellence in 2007 and the World Media Summit Award in 2014. Published from New
Delhi, and printed at multiple locations, with editorial bureau and contributors across
India and the world, the general-interest magazine combines the quirky with the cutting
edge in its coverage of Indian politics, business, international relations---and arts, culture,
books and trends. The pages of Outlook have played host to the biggest names of Indian

13. 9
intellectualism. Its founder Editor-in-Chief was the redoubtable Vinod Mehta; the current
Editor-in-Chief is Krishna Prasad.
Outlook traveler:
For the serious traveler, Outlook Traveler is a mine of information, keeping you up-to-
date with the latest trends in travel and tourism. For those who prefer to travel in their
armchairs, it lays out a sensual feast. Postcard pretty visuals, practical advice and
atmospheric travel experiences make Outlook Traveler an engrossing and refreshing read.
Outlook Business:
Outlook Business, the magazine for decision makers is insightful, analytical and thought-
provoking. At Outlook Business, we are well aware of what our readers expect from us:
thought leadership, grounded views, rare insights and fresh perspectives, coupled with an
approach that is holistic and global. This is what we have pledged to provide.
Outlook Money:
Launched in July 1998, Outlook Money has relentlessly worked as your money manager,
helping you invest well, borrow wisely and spend smartly. The Outlook Money magazine
has been advising its readers on finance, investing, real estate, smart savings, insurance,
healthcare, travel, besides buying and maintaining cars. Through our stories we attempt
to give you specific, actionable tips that you can use to make your money grow. It is
these efforts of 16 years that has helped us grow from being India’s first personal finance
magazine to India’s No. 1 personal finance magazine.
Outlook Hindi:
Outlook has rewritten the way news and general interest magazines are presented in
India. It is comprehensive yet concise and crisp, investigative and bold in its approach.
Outlook covers an array of topics ranging from current affairs, socio-economic issues,
politics, lifestyle, entertainment, sports, international features, etc.
(Mother companies of Rajan Raheja Group)

14. 10
Literature Review
A literature review is a text of a scholarly paper, which includes the current knowledge
including substantive findings, as well as theoretical and methodological contributions to
a particular topic. Literature reviews use secondary sources, and do not report new or
original experimental work.
Types of Review
Most often associated with academic-oriented literature, such as a thesis, dissertation or a
peer-reviewed journal article, a literature review usually precedes the methodology and
results section although this is not always the case. Literature reviews are also common in
a research proposal or prospectus (the document that is approved before a student
formally begins a dissertation or thesis). Its main goals are to situate the current study
within the body of literature and to provide context for the particular reader. Literature
reviews are a basis for research in nearly every academic field.
A systematic review is a literature review focused on a research question, trying to
identify, appraise, select and synthesize all high quality research evidence and arguments
relevant to that question. A Meta-analysis is typically a systematic review using statistical
methods to effectively combine the data used on all selected studies to produce a more
reliable result.

15. 11
Literature Review
Media effects . An understanding of the relationship between the mass media and their
audiences has been sought by many researchers during most of the 20th century. Mass
communication literature has been showing a persistent conflict about how powerful
media are in control of culture. Uses and gratifications . The “uses and gratifications
theory” is an example of an approach to mass communication that falls under the limited-
effects paradigm. This influential tradition in media research in its current form is
credited to Elihu Katz, Jay G. Blumler and Michael Gurevitch. The uses and
gratifications theory supports that, rather than being passively affected by media
messages, individuals forming the media audiences actively choose and utilize media
contents to satisfy their social and psychological needs and obtain personal gratification.
The approach, therefore, assumes the audiences to be active, discriminating, and goal-
directed, and that the uses made of media messages by the audiences act as intervening
variables in the process of effect. Kline, Miller & Morrisson (1974) argue that
gratifications sought from the media serve as a deterrent of media content effects.
Johnstone (1974) writes that “media can have little or no impact on persons who have no
use for them, (…) media fare is selected rather than imposed, (…) particular media
offerings are chosen because they are meaningful to the people who choose them”(p. 35).
Brown, Cramond & Wilde (1974) researched the replacement of existing media
consumption habits in children by the introduction of television. Initially, they recognize
a phenomenon of piecemeal functional displacement based on functional similarities
between different media, with a new medium “taking over the job of catering to the needs
it is best suited for, pushing to the sidelines those media and activities that previously
served them” (p. 95). Later in the research, they argue that television, due to its wide
range of content, is a multifunctional medium for the average child. When
multifunctionality prevails, the impact is less likely to be restricted to the absorption of a
new set of media, but rather to trigger off a complex chain reaction of functional
reallocation they called “functional reorganization”, with people restructuring their
functional orientations to the media. Newspaper and Mass Media Evolution Broadcasting
and the shift to a visual culture. The early 1920s saw the newspaper industry peak with a
household penetration (average daily circulation measured as a percent of households) of
130% (Meyer, 2004) and started to show a steady decline ever since. Another landmark
decline in circulation is experienced in the early 1950s when household penetration first
went under 100% (Wolff, 2007). It’s probably no coincidence that newspaper
performance suffers immediately following the emergence of Radio and TV in the
beginning of those two decades. Stephens (2007) writes that “Radio gave newsmongers
back their voices, television restores their faces. Indeed, the television newscast seems to
resemble that most ancient of methods of communicating news: a person telling other
people what has happened.” (p. 276). Both Radio and TV as mass media brought with
them certain inherent biases and new “languages” to be mastered by the audience.
However, visual media are nearer to narrative and depend much more upon the episodic
(Carpenter, 2007). The audiences of TV are rendered more passive and less interested in
subtleties and abstractions. Carey & Kreiling (1974) support that there’s a basic cultural
disposition to seek symbolic experience that is “once immediately pleasing and
conceptually plausible” (p. 242). Postman & Paglia (2007) support that literacy poses a
challenge for readers, making them dwell in a realm that is “unnaturally silent” and

16. 12
leading to a less physically active life and less developed senses. They point to the fact
that people born in a world within a more visual culture (mostly after the advent of
television – baby boomers) have a “multilayered, multitrack ability to deal with the
world” (p. 287) not present in previous generations.
Industry Perspectives in the Information Age A survey of current problems. Statistics
pointing to the steady decline in newspaper readership and general circulation in North
America in recent years, combined with news of more and more newspaper operations
being shut down, don’t indicate a good future for the industry, with many even
envisioning its complete demise in just a few years ahead. According to Epstein (2007),
80 per cent of Americans once read newspapers, while now less than 50 per cent do. In
the 1990’s alone, daily readership fell from 52.6 to 37.5 per cent, and from 1999 to 2004,
according to the Newspaper Association of America, general circulation dropped by 1.3
million. Dumpala (2009) writes that 105 newspapers were closed in the United States in
the first semester of 2009, with a loss of 10,000 jobs. Print ad sales fell 30 per cent in the
first quarter of that same year and 23 of the top 25 newspapers reported circulation
declines between 7 and 20 per cent. Meyer (2004) notes that newspaper advertising as a
share of the GDP fell from 0.7 to 0.5 per cent in the past half-century. Some authors,
however, have a less apocalyptic perspective of this phenomenon. Akin (2009b) shows
that there were still more than 1,400 dailies in the United Sates and 98 dailies in Canada
at the end of 2008, “most of which are believed to be profitable, despite the recession”.
Wilkinson (2009) calls the death of the newspaper “one of the great exaggerations of
today’s economic downturn”. He explains that what’s currently happening is that
newspaper companies in certain countries like the United States, Canada, United
Kingdom and Australia have certain business models and circumstances that make them
more vulnerable during a recession time, while newspapers in other countries are not so
dramatically affected by it. He differentiates between “less affected” and “more affected”
operations based on their business models using the criteria shown on Fig. 2. Even within
the United States, however, a different scenario emerges outside of the big cities. This
view is shared by Meyer (2004), when he writes that community newspapers are doing
better than metropolitan ones. Plothow (2007) points to how, in spite of how large papers
still account for the majority of the national circulation, 96 per cent of all titles published
in the country have circulations under 50,000. Owned by smaller companies, small-town
newspapers are staffed by younger people who are less burdened by traditional business
practices, making them more agile and willing to try new possibilities. Profit margins for
community newspapers remain high despite of the recession. California Polytechnic State
University
March 2013

17. 13
Objectives
The first objective of the project is to find out the factors behind selecting
magazine/ magazines by a reader.
The second objective is to find out the acceptance level of Outlook Group’s
magazines available in between Sealdah to Kankurgachi.
The third objective is to find out preference of magazine brand/brands among the
readers.
The next objective is to find out various facilities that the magazine reader likes to
take while subscribing of a particular brand of magazine.
Another objective is to generate sales through new subscriptions.

18. 14
RESEARCH METHODOLOGY
Research methodology:
The process used to collect information and data for the purpose of making business
decision. The methodology may include publication research, interview, survey & other
research techniques and could include both present and historical information.
Probabilistic study:
Situation or model where there are multiple possible outcomes, each having
varying degrees of certainty or uncertainty of its occurrence. Probabilistic is often taken
to be synonymous with stochastic but, strictly speaking, stochastic conveys the idea of
randomness whereas probabilistic is directly related to probabilities and therefore is only
indirectly associated with randomness. Thus it might be more accurate to describe a
natural event or process as stochastic, and to describe its mathematical analysis as
probabilistic.
Non-probabilistic study:
Non-probability sampling procedures are much less desirable, as they will almost
certainly contain sampling biases. Unfortunately, in some circumstances such methods
are unavoidable.
My study was non-probabilistic one.
Sample:
A sample is a subset containing the characteristics of a larger population. Samples are
used in statistical testing when population sizes are too large for the test to include all
possible members or observations. A sample should represent the whole population not
reflect bias toward a specific attribute. A sample should represent the whole population
and not reflect bias toward a specific attribute.
the sample size of survey was 100; readers available within Sealdah to Kaknurgachi.
Sampling method:
Sampling method refers to the way that observations are selected from a population to be
in the sample for a sample survey.
Sampling Technique:
A sampling technique is the name or other identification of the specific process by
which the entities of the sample have been selected.
Here I have consideredonlythose respondentswhoare the readersof magazine.Aspermy
convenience,Ihave askedthemtoanswerthe questions.

19. 15
 Convenience sampling:
A convenience sample is one of the main types of non-probability
sampling methods. A convenience sample is made up of respondents who are easy to
reach
sampling:
A convenience sample is one of the main types of non-probability sampling methods.
A convenience sample is made up of respondents who are easy to reach
Data:
Data is a set of values of qualitative or quantitative variables; restated, pieces of data are
individual pieces of information. Data is measured, collected and reported, and analyzed,
where upon it can be visualized using graphs or images. Data as a general concept refers
to the fact that some existing information or knowledge is represented or coded in some
form suitable for better usage or processing.
Data are two types – 1.primary data 2. Secondary data.
Primary data: It is information that you collect specifically for the purpose of your
research project. An advantage of primary data is that it is specifically tailored to your
research needs. Primary data: Data collected by the investigator himself/ herself for a
specific purpose.
Example: Data collected by a student for his/her thesis or research project.
Secondary data: It refers to data that was collected by someone other than the user.
Common sources of secondary data for social science include censuses, information
collected by government departments, organizational records and data that was originally
collected for other research purposes.
Example: Census data being used to analyze the impact of education on career choice
and earning.
Primary data collection Method-
1. Face to face interview.
The Face-to-Face Method. A personal interview survey, also called as a face-to-
face survey, is a survey method that is utilized when a specific target population is
involved. The purpose of conducting a personal interview survey is to explore the
responses of the people to gather more and deeper information.
2. Questionnaires.
A questionnaire is a research instrument consisting of a series of questions and other
prompts for the purpose of gathering information from respondents. Although they
are often designed for statistical analysis of the responses, this is not always the case.
The questionnaire was invented by the Statistical Society of London in 1838

20. 16
I have used questionnaire method
 Population-
Population sampling is the process of taking a subset of subjects that is
representative of the entire population. The sample must have sufficient size to
warrant statistical analysis.
Our target population is all type of educated people in between Sealdah to
Kankurgachi.
 Sampling Size-
Sample size determination is the act of choosing the number of observations or
replicates to include in a statistical sample. The sample size is an important
feature of any empirical study in which the goal is to make inferences about a
population from a sample.
Sample size is 100. 100 respondents feedback collected from questioner.

21. 17
DATA ANALYSIS
&
INTERPRETATION

22. 18
 Data Tabulation
Through analysis tabulated our data by some parameter to find the characteristic
of these data and also find the relation among those data.
 Scales
In this project for analysis use nominal and ordinal scales as we have assigned
specific numbers to the male, female and organization so we could get a relation
of various variables in between them. Also by using nominal scale it helped us in
Ms Excel to arrive at the results.
 Analysis Tools
Through project in data analysis part used different types of tools and techniques.
They are listed below:
I. Pictorial Representation.
II. Bar and Pie Diagrams.
III. Cross Tabulation.
IV. Percentage Calculation

23. 19
Data analysis & interpretation based on Survey
I have done my survey in between Sealdah to Kankurgachi area. I am showing the data I
have collected on pie chart and interpreted step by step.
Gender
Male 63
Female 37
From the above pie chart I have interpreted, that 63% readers are male and 37% readers
are female.
63%
37%
GENDER
male female

24. 20
Age Group
20-30 3
30-40 35
40 & above 62
From the above pie chart I have interpreted, that 62% readers are within the age group of
40 & above. The Magazines are not popular within the age group of 20-30. But readers
within the age group of 30-40 read magazines.
3%
35%
62%
AGE GROUP
20-30 30-40 40 & above

25. 21
Qualification
Undergraduate 39
Graduate 36
Post Graduate 25
From the above pie chart I have interpreted, that 25% readers are post graduate, 39%
readers are undergraduate and remaining 36% readers are graduate.
39%
36%
25%
Qualification
Undergraduate Graduate Post Graduate

26. 22
Occupation
Students 3
Service 51
Business 22
Self Employed 14
Retired 10
The above pie chart says that the service persons are more interested to read magazines
rather than the others. Business men are also quite interested but it’s totally unpopular
towards the students. Retired person and the self-employed people are in a same category
not so fond of reading magazines.
3%
51%
22%
14%
10%
Ocuupation
Students Service Business Self Employed Retired

27. 23
People interested to read english magazines
Yes 78
No 22
78% respondents prefer to read English magazines. However, 22% preferred to read other
language based magazines.
78%
22%
People interestedto read English magazine
Yes No

28. 24
Readers’ preferable brand of magazines
India Today 46
Outlook 28
Time 18
The Week 8
The above pie chart shows that more number of people likes to read India today. But on
the other hand the outlook magazine is also favorite towards the magazine readers, than
the Time magazine & The Week magazine.
46%
28%
18%
8%
Reader'spreferable brand of magazine
India Today Outlook Time The Week

29. 25
Types of Magazines - Readers preference
Current Affairs 28
Travel & Tourism 42
Money / Finance 16
Business Information 36
Regional Languages 2
From the above pie chart it is interpreted that more number of people likes to read
business information magazines on travel & tourism. As it is 32%. After that readers
prefers more to read magazines which is 366%. Even this is more than the other
magazines.
22%
34%
13%
29%
2%
Types of magazine
Current Affairs Travel & Tourism Money / Finance
Business Information Regional Languages

30. 26
Percentage of Outlook magazine Readers
Yes 28
No 72
From the above pie chart it is interpreted that majority number of readers like to read
other magazines.
28%
72%
Percentage of outlook magazine readers
Yes No

31. 27
Parameters people preferred to choose before considering a magazine brand
From the above pie chart it is interpreted, that 30% of the magazine readers likes to read
magazines base on their price. Look, Design, Information, Brand Name doesn’t matters a
lot to them. The mode of delivery matters quite a lot to the magazine readers.
20%
15%
30%
12%
23%
Parameterspeople to choose before
considering a magazine barnd
Information Look & Design Price Brand Name Mode of Delivery
Information 20
Look & Design 15
Price 30
Brand Name 12
Mode of Delivery 23

32. 28
Readers ever taken any subscription of magazines
Yes 42
No 58
From the above pie chart it is interpreted, that most of the readers which is 78%
didn’t subscribe for any other magazines. And the rest 43% readers have already taken
subscription of any other magazines.
42%
58%
Readersever taken any subscriptionof
magazines
Yes No

33. 29
The facilities readers likes to take while subscribing for a magazine
Discounts 56
Assured Gifts 29
Change of Address Facilities 18
Temporary Suspension 14
Hand to Hand Delivery 8
Special Discount on subscription 31
From the above pie chart it is interpreted, that most of the readers preferred to take
discounts on magazine & special discount on subscription facilities if outlook provide
certain facilities.
36%
19%
11%
9%
5%
20%
The facilities readers likes to take while
subscriptionfor a magazine
Discounts Assured Gifts
Change of Address Facilities Temporary Suspension
Hand to Hand Delivery Special Discount on subscription

34. 30
Readers likes to Subscribe for Outlook magazines
Yes 57
No 43
From the above pie chart it is interpreted, that most of the readers are interested to
subscribe for outlook magazines which is 57% and rest of the readers are not interested to
subscribed for outlook magazine.
57%
43%
Readerslikes to subscibe for outlook
magazine
Yes No

35. 31
The Reasons of not subscribing for Outlook magazines
Delivery Problem 16
Has a Subscription of Other Magazines 18
Subscription Price is High 6
Content is Bad 3
From the above pie chart it is interpreted, that the readers having the subscription of other
magazines are not interested to change their magazine subscriptions. With this I have
found some other reasons like delivery problem, high subscription price, and bad content.
These are making the Outlook magazines to be unpopular among the readers
37%
42%
14%
7%
The reasons of not subscription for
Outlook magazines
Delivery Problem Has a Subscription of Other Magazines
Subscription Price is High Content is Bad

36. 32
Preferred frequency of Magazine Subscriptions
Weekly 11
Fortnightly 26
Monthly 63
From the above pie chart it is interpreted, that most of the readers which is 63% preferred
to take monthly subscription, other readers preferred weekly(11%) & fortnightly(26%).
11%
26%
63%
Preferredfrequencyof magazine subscriptions
Weekly Fortnightly Monthly

37. 33
Popularity of various Magazines of Outlook Group
Outlook Business 30
Outlook Traveler 40
Outlook Money 22
Outlook Hindi 8
It is interpreted from the above pie chart that, Outlook traveler is the most popular
magazine among the readers. With that Outlook Business & Outlook Money can be
considered. But being a regional language magazine Outlook Hindi got less popularity.
30%
40%
22%
8%
Popularity of various magazines of
outlook group
Outlook Business Outlook Traveler Outlook Money Outlook Hindi

38. 34
Observations & Findings
1. 78% of respondents available in between Sealdah to kankurgachi, prefer to read
English magazine.
2. Readers in between Sealdah to kankurgachi, prefer to read Major two brands. Those
are India Today which is 46% & Outlook which is 28%.
3. 42% of respondents prefer to read travel & tourism & 36% of respondents prefer to
read business information magazines in between Sealdah to kankurgachi.
4. 28% of respondents familiar to read Outlook Magazines in between Sealdah to
kankurgachi.
5. 30% of respondents prefer to choose magazine’s price before considering any
magazines brands.
6. 58% of respondents familiar to take any magazine subscriptions in between sealdah
to kankurgachi.
7. 56% of respondents prefer to choose discount availability before considering any
magazines brands.
8. 57% people like to take outlook subscriptions.
9. 42% people don’t like to take any further subscription for delivery problem.
10. In between Sealdah to kankurgachi 63% of respondent prefer monthly subscription
for Outlook magazine.
11. 40% of respondents prefer Traveller magazine among all the magazines of Outlook
group.
.

39. 35
Recommendations and Suggestions
1. In between Sealdah to Kankurgachi, Outlook Group is not so popular as a
magazine brand, therefore to increase the awareness of Outlook magazine
Outlook Group should provide free samples of outlook magazine to English
magazine readers.
2. In between Sealdah to Kankurgachi, Outlook Group should concentrate more on
other various magazines of Outlook Group’s instead of “traveller” & “business”
as these magazines are already popular in between Sealdah to Kankurgachi area.
3. Outlook Group should focus on improving their delivery system in this area to
retain their existing customers.

40. 36
Sales Report of Sealdah to Kankurgachi Area
Week Total No.
Prospects Visited
Total No. of
Conversions
Total Amount of
Sales in Rs.
1 15 3 0
2 20 4 499
On these weeks of my internship I have visited the sealdah area. Where I met 7 English
Magazine readers but I am unable to convince them to take subscription
_________________________________________________________________

41. 37
Sales Report of Beleghata Area
Week Total Prospect
Visited
Total No. of
Conversion
Total Amount of
Sales in Rs.
3 15 4 0
4 12 7 0
On these weeks of my internship I have visited the beleghata area. Where I met 11
English Magazine readers but I am unable to covence them to take subscription.

42. 38
Sales Report of Phulbagan Area
Week Total Prospect
Visited
Total No. of
Conversion
Total Amount of
Sales in Rs.
5 14 6 0
6 9 3 0
On these weeks of my internship I have visited the phulbagan area. Where I met 9
English Magazine readers but I am unable to covence them to take subscription.
.

43. 39
Sales Report of kankurgachi area
Week Total Prospect
Visited
Total No. of
Conversion
Total Amount of
Sales in Rs.
7 20 7 999
8 27 11 999
Magazines Amount
Outlook Traveler Rs.999/-
Outlook Business Rs.999/-
Total Revenue Rs.1998/-
On the last week of my internship I did a survey on kankurgachi area. Where I met 18
English Magazine readers. Here I made sales on different magazines of Rs.1998. I sold
Outlook Traveler Magazine & Outlook Business Magazine in this week.

44. 40
Bibliography
Books:
 Sachdeva J. K (2011), Business Research Methodology, Himalaya
 Kotler Fillip (2012), Marketing Management, Pearson
 Levitt Theodore (2008), Marketing Myopia, Harvard Business Review Press
Electronic sources:
 http://www.wikipedia.com
 http://www.google.com
 http://www.outlookindia.com
 https://wiland.com/market/publishing/today-tomorrow

45. 41
Appendix
READERS FEEDBACK QUESTIONNAIRE
(This is a selfadministered questionnaire designed purely for academic purpose)
1. Do you read English Magazine?
Yes No
2. What magazine do you like to read?
India Today The Week Outlook TIME
3. Which type of magazines do you read?
Current Affairs Travel & Tourism Money / Finance Business Information
Regional Languages
4. Have you ever read Outlook magazines?
Yes No
5. What are the parameters you preferred to choose before considering a magazine brand?
Information Look & Design Price Brand Name Mode Of Delivery
6. Have you ever taken any subscription of magazines?
Yes No
7. Would you like to subscribe, if Outlook Group provides certain facilities?
Discounts Assured Gifts Change of Address Facilities Temporary Suspension
Hand to Hand Delivery Special Discounts on Subscription
8. Would you like to take subscription of outlook magazines?
Yes No
9. If no, what is the reason?
………………………………………………………………………………………………………
………………………………………………………………………………………………………
………………………….

46. 42
10. What is your preferred frequency of subscription?
Weekly Fortnightly Monthly
11. Have you heard about the other magazines of Outlook Group?
Outlook Business Outlook Traveller Outlook Money Outlook Hindi
AGE GROUP: 10-20 20-30 30-40 40-above
QUALIFICATION : Under graduate Graduate Post graduate
OCCUPATION: Students Service Business Self- Employed
Retired
NAME: ………………………………………… CONTACT NO.: …………………………
E- MAIL ID- ……………………………............
GENDER: Male Female