IIP PROJECT REPORT

Consumer behavior and Consumer buying pattern of

Times of India Magazines with reference to BBC
Knowledge, Top Gear and Lonely Planet.


Report Submitted in Partial fulfillment of POST GRADUATE DIPLOMA IN MANAGEMENT
(TRIPLE SPECIALISATION)




SUBMITTED TO SUBMITTED BY
VIBHUTI ANAND SUSHANT SASMAL
Declaration:
I Sushant Sasmal declare that this project titled Study on consumer behavior and buying pattern of Times
of India Magazines with reference to BBC Knowledge, Top Gear, and Lonely Planet in Hyderabad is a
record of an original work done by me under the guidance of Mr. Vibhuti Anand of Times of India
Hyderabad and this project work is submitted in the partial fulfillment of the requirement for the award of
Post Graduate Diploma In Management. The results embodied in this report have not been submitted to
any other university or institute for the award of any degree or diploma.

Place: Hyderabad Signature
(Sushant Sasmal)





















Acknowledgement:

I take this opportunity to extend my sincere thanks to Siva Sivani Institute of management, Hyderabad
and The Times of India Group for offering me an unique platform to earn exposure and garner knowledge
in the field of Sales and Marketing.
First of all, I extend my heartfelt gratitude to my project guide Mr. Vibhuti Anand, magazine head at
Times of India, Hyderabad for having made my summer training a great learning experience by giving me
his guidance, insights and encouragement which acted as a continuous source of support for me during
this entire period. I would also like to thank Mr. Ajay reddy of TOI, Hyderabad for his help and guidance
in sales and all my colleagues for their sincere cooperation, without which the success of this project
wouldnt had been possible.
I would also like to express my profound gratitude to my faculty guide Assitant Prof. Mr.M.Chaitanya for
his constructive support during the summer internship period, which leads to successful completion of my
internship at Times of India, Hyderabad.


Place: - Hyderabad Sushant Sasmal
Date: - 3th July, 2014 PGDM, 2013-15
Siva Sivani Institute of Management















Introduction:

Print media is one of the most powerful and cost effective medium to transfer information and
knowledge. The print media industry in India is more than a century old and is a well established
industry. This industry mainly comprises of publishing newspapers and magazines. For about 600 years
printing has been basic tool of mass communication, storing and dissemination of information and
knowledge.

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 print media is considered to be one of the most flourishing industries today. This medium is also
particularly very popular to reach the target audience for advertisers. The different types of print media
give a plethora of options for people to reach a varied bracket of users. So, be it newspapers or magazines,
every medium has its particular advantages, a thing which should be considered to be of utmost
importance by all advertisers and clients. However, print media. Different types of print media
(newspapers and magazines) have a loyal readership. This can be very useful for advertisers as compared
to advertising on the Internet. Certain forms of print media have a very loyal fans following in terms of
readers. This would guarantee you added readership. Magazines and newspapers are always in the eye
amongst public. Magazines are read for a period of a month, which brings more attention to an
advertisement.


India has the second largest population in the world and is one of the fastest growing economies in the
world. Along with these the increasing level of income of people and the robust competition in this
industry helps print its growth. Producers are increasing day by day, new entrants from outside India is
also a factor of tough competition. Times group is well renowned for being the first movers and market
leaders in the print industry. Ernst & Young said in their survey report Indian magazine segment:
Navigating new growth avenues, it has been said that out of the 20 most read magazines in India, only
three magazines are in English, while the remaining are in Hindi and other regional languages. This
survey also said that more than 300 million literate individuals do not read any publications. The revenue
sources for a magazine are subscription, single copy sales and advertisement. Approximately 73 percent
of revenue comes from advertising and 27 percent media in from circulation. According to ArcGate, the
dramatic effects of internet and globalization in current scenario are playing high impact on media
industry. Even people are now consuming news and information from internet through computers or
mobiles, the popularity of print media is not decreasing. To avoid declining of market share in front of
other media the producer must able to produce high quality printed content and magazines. They also
need to make the contents available on mobile and web platforms to provide a choice to its subscribers to
explore the contents anytime anywhere.



Literature review:

Dr Saukat Ali, in his paper A Study of Consumer Behaviour & Loyalty In Print Media Challenges &
strategic prescriptions with Special reference to English, Hindi, Marathi News Paper readers-Mumbai,
says developing customer loyalty & retaining readership can be a huge challenge for the publishers. There
are huge options available to readers now. Therefore publishers are busy to create something very special
and innovative in contents or subscription schemes to impress upon the readers. They should address the
needs and demand of consumer to strengthen their loyalty and readership.





IMPORTANCE OR NEED OF THE STUDY:

Magazines bring forth a variety of thoughts from different perspectives which makes many people come together
share different point of views and socialize.Todays market scenario is quite different from the traditional
one.People have become more aware of things going around them and look for better quality over quantity.Their
tastes and preferences keep changing from time to time.Moreover the cut throat competition from different
companies calls for new and improved products that shall not only help them retain the existing customers but
also support to attract new customers.

The project is mainly targeted towards the objective where we can have an idea what are those factors a customer
looks before he or she purchases a magazine,what drives them to buy the magazine,what kind of offers customers
prefer,what kind of content customers look forward to see in the magazine,what are their feedbacks and
suggestions regarding various services provided by BCCL,which would help the organization identify the gaps
and address them in a better way which would not only generate a pool of new customers but also help in
retaining the existing ones.

Scope of study:

In 2007 the Indian magazine industry size was estimated at 1900 crores and registered a growth of 15% for over
the previous year so there are huge scopes of the magazines industry to flourish. In accordance with the objectives
of the project this project is done in territory of Hyderabad,Telangana.The research has been carried in several
areas in Hyderabad.The market survery and feeback collection was done through questionnaires.

This project will help the company to have a clear picture of what a customer wants in a product, to know their
tastes and preference,to analyse the competitors better and come out with the strategies and plan in a way which
may prove fruitful for the company.


Limitations of the study:

1. The survey was conducted only in Hyderabad city,so it cant give a completely accurate picture of customers
perception and buying behavior pan India.
2. The project duration was very short as 2 months, and in this short span of time gathering genuine feedback in
questionable.
3. It was a sample survey of only 342 clients, which is very small and the authenticity of the data is questionable.
4. As the questionnaire consist of both the open and close ended questions,the client was half force to answer in
selective choices,it could result in forced choices error.In the same in the open ended question if the client does
not answer any questions it could have resulted in non response error.
5.Inability to respond to the questionnaire due to lack of time.
6. As the study was done in a limited time investigator couldnot select large sample for the study.




Objectives:

1. To study about consumer behavior in context of magazines provided by TIMES GROUP
2.To study the buying pattern of customers subscribing to magazines provided by TIMES GROUP
3. To identify the problems experienced by the customers before purchase of the magazines.
4.To receive the suggestions of the consumer in the context of getting better offer and service from TIMES OF
INDIA.




























Industry overview:

Print Media in India is more than a century old and a well-established industry. The print industry mainly
comprises of newspaper and magazine publishing. Book publishing is smaller but significant in terms of revenue.
Even though it's a mature industry, new magazines are being launched every year. The objective is to achieve
60% growth by the year 2014. The printing industry in India is highly fragmented. Newspapers and magazine
publishing section have the large printers apart from a few in package, label and commercial printing. About 77%
of the printing houses are family owned. From 2002 onwards the government allowed foreign investment. Foreign
investors can now invest up to 26% in daily newspapers and 100% in scientific or other publications with
government approval. Printing sector has evolved from a manufacturing industry into a service industry in India
of late.Publishing have come up to the international standards as well.

The magazine industry is going through a tough phase in India just like in other countries. Newspapers have
added supplements to their main issue and infringed on the content covered by magazines earlier. Television
channels have launched in different genres that didn't exist a few years back. And with the increased penetration
and adoption of the Internet in the country, more people are now consuming news and stories on different topics
on the web and mobile. There is still a demand for high quality print content and magazines need to deliver on
that need to avoid losing market share to other mediums. In addition, they also need to explore and distribute their
content on the web and mobile platforms to give choice to their subscribers to consume content from anywhere
and at any time.

India has 49,000 publications, but annual revenues total just $1.1 billion. Most lack technology, marketing, and
capital to grow which has resulted in a handful of publications dominating the market with the Times of India
Group being the market leader. Distribution is critical for a magazine since it has to be readily available and
marketed to consumers. Big publications have strong distribution network set up.


Retail: magazines are available in retail outlets for sale. The retailer gets a commission on the sale price.
Subscription: publisher signs up subscribers directly or through partners and delivers the issues in mail.
Selective Distribution: Special sponsored copies are distributed in airplanes and hotels.

With the growth coming from Tier-2 and Tier-3 cities, magazines have to expand their distribution channel
aggressively in those locations and localize content where needed.
The print industry in India is highly fragmented due to the large number of local languages. Regional language
publications own 46 percent of the market share, Hindi language publications cover 44 percent and the remaining
10 percent is served by English publications. The primary penetration of English language magazines currently is
in metros and urban centers though the growth is widening to smaller cities as the education and income levels
increase among the middle class.
With the opening up of Foreign Direct Investment (FDI) policy, several international publishers are aggressively
entering the market and this trend is expected to continue.
There's little doubt about India's market potential. According to a national survey, 248 million literate adults still
don't read any publication. Readership of newspapers and magazines is up 15% since 1998 to 180 million. It's a
reflection of a younger, more educated population, especially in smaller cities.

Types of print media-

Print media includes many different ways to reach a target group. Here are some of the different types of print
media. Print media however, is one of the oldest forms of communications. Print media also remains to be one of
the most popular form of advertising because it can reach a wider target audience .There are various different
types of print media which help advertiser to target a particular segment of people. Here a quick look at some of
the various types of print media.

Newspaper: Newspaper is the most popular forms of print media. The advertiser in this case from a daily
newspaper to a weekly. Different types of newspaper cater to various audiences and can select the particular
category accordingly. Advertisers them design press advertisement where in the size is decided as per the budget
of the client.

Magazines: Its also offers advertisers an opportunity to incorporate various new techniques and ideas.
Magazines are one such form of print media that give a more specific target group to the client. The client can
make a choice of the particular magazines as per the product.

Newsletters: It also forms an important part of print media. These target a specific group of audience and give
information on the product.

Broachers: It gives detailed information of the product. These are mainly distributed at events or even at the main
outlet when a consumer needs to read in detail about the product.

Posters: Posters are forms of outdoor advertising. The massage in a poster has to be brief and eye catching as it
person on the move.

Apart from these media, handbills/leaflets, banner, billboard, press release etc are all the various types of print
media.



















Company Overview:



















CHAIRPERSON-INDU JAIN
Co-Chairman-Sameer Jain
MD-Vineet Jain BOD
Entertai
nment
Network
India ltd
Brand
capital
Times
Global
broad
casting ltd
Times
business
solution
World
Wide
Media
Time
internet
Limited

Times
Of
Money
Time
Innova
tive
Media
ltd
Subsidiary Companies
CEO
Sunder
Hemra
jani
CEO
Prashant
Pandey


CEO
Satyan
Gajwani
President
Avijit
Nanda
CEO
Sunil Lulla
CEO
Debashish
Ghosh
CEO
Tarun Rai
CEO
S .
Sivaku
mar
TIMES GROUP

























Ravi Dhariwal , CEO BCCL
Arnab Das Sharma
President Response

Sanjeev Vohra Executive
President Audience RMD
West Senior VP
East Senior VP North Senior VP
Subroto Guha
South Senior VP
RMD head AP
Amit Prasad
Shrijit Mishra - COO
Editor in Chief
Senior Reader Relation
executive
Project trainee
Sushant Sasmal
City Sales B.Srinivasan Magazines Vibhuti Anand
NIE-P.Sushsala




Organizational Profile The Times Group (Also referred as Bennett, Coleman & Co. Ltd.) is the largest company
in media and entertainment industry in India and South Asia. It has completed 175 years of its journey in media
industry from 1838, established in Mumbai. Starting off with The Times of India which is now the largest
English publication in the world, BCCL and its subsidiaries (called The Times of India Group), are present in
every existing media platform Newspapers, Magazines, Books, TV, Radio, Internet, Event Management,
Outdoor Display, Music, Movies and more. Having strength of more than 11,000 employees, its revenue is
exceeding $1.5 Billion, it has the support of more than 25000 advertisers and a vast audience spanning across the
world. Key Business areas: Publishing, Television Digital, Out of Home advertising, Other Activities .Bennett
Coleman & Co. Limited was founded in 1892 and is based in Mumbai, India.

Publishing: Largest publisher in India: 13 newspapers, 18 magazines, 16 publishing centers, 26 printing centers.
Largest English newspaper in India by circulation (and the world), the Times of India. Largest Business
newspaper in India by circulation (2nd largest English Business daily in the world, behind WSJ), the Economic
Times. Largest NonEnglish newspapers in Mumbai, Delhi, Bangalore by circulation (Indias three largest cities).
Television: Largest English News TV Channel, No. 2 English Business News TV Channel. Largest Bollywood
News and Lifestyle TV Channel, No. 2 English Movies TV Channel. Digital: Largest Indian network based on
traffic and revenue (behind Google, Facebook, Yahoo). Operates 30+ digital businesses, most of which are Top 3
in their competitive segment. Most popular B2C mobile short code in India, across SMS, voice, WAP, and USSD
Radio. Largest radio network in India by revenue and listenership, with 32 stations. Operates the largest rock
radio station in the UK. Out-of-home: Largest Outofhome advertising business in India with presence in all
major metros. Owns advertising contracts in most major airports in India. Other Activities: Music, Movies,
Syndication, Education, Financial Services, Event Management, Specialized publications - including books and
multimedia.

World Wide Media:

World Wide Media - started off as a 50:50 magazine joint venture between BCCL and BBC magazines. In August
2011, it was announced that Bennett, Coleman & Co. bought out the remaining 50 per cent shares of Worldwide
Media from BBC Worldwide thereby making World Wide Media a fully owned subsidiary of BCCL.

Film fare
Femina
Top Gear Magazine India
BBC Good Homes
BBC Good Food
Femina Hindi
Grazia
What to Wear
The Economist
Lonely Planet
Hello
Home trends

The success of the organization has been guided by a simple thought treating the newspaper not as a commodity or product
but as a Brand, whose prime objective is to serve its readers and advertisers. BCCL promotes a culture of constant learning,
innovation and fun at work. Their Employee Value Proposition boasts of abundant career development opportunities; benefits
like life, medical, accident insurance, scholarships for employees' children, education assistance for employees; monetary as
well as non-monetary reward and recognition; and employee engagement initiatives like Corporate Holiday Packages
,Employee Clubs etc. strong focus on Corporate Social Responsibility, led to setting up of the Times Foundation, which has
single-mindedly worked towards adding value to the society through its services. It acts as a catalyst by leveraging its core
competence as a part of an apex media organization to bring social change in sectors like education, health, poverty
alleviation, public-private partnership, etc.


Competitor analysis:
Magazine industry is a growing industry in India and serious competition is going on in this industry, though
BCCL enjoys the advantage of being the first mover and market leader in this industry but still it has too much
competition from other players in the same industry as well which are as follows :

Womens Magazine
Femina- womans era, new woman, cosmopolitan etc.

Fashion and celebrity Magazine
Grazia, Hello- Verve, Vogue etc.

Automobile Magazine
BBC Top Gear- Overdrive, Auto Car, car, BS motoring etc.

Bollywood and Movies Magazine
FilmFare- Stardust, Cineblitz, movie etc.

Interiors Magazine
BBC Good Homes- Ideal Home, Home & Gardenb plus, Architectural Home Trends Architecture Design

Travel Magazine
Lonely Planet-Travel plus, Outlook Traveler, National Geographic Traveler etc.

Science and knowledge Magazines
BBC Knowledge- Knowledge Food and Catering Popular science India, Readers Digest etc.

Food Magazines
BBC Good - Food Khana Khazana etc.













PRODUCT INFORMATION:
1) BBC Top Gear is the worlds leading automobile magazine since 1993. In India, it has an image of straightest
talking and most entertaining automobile magazine. It has now 17 international editions. It include the in-depth
buying information, with the review and buyers guide. It also includes a comprehensive listing of every single car
and bike available in the market to give the readers a real experience.

Publisher: World Wide Media
Language: English
Frequency: Monthly
Magazine Type: Automobile Magazine
Cover Price: Rs 150/-

Competitors:

1.Auto car
2.Overdrive
3.BS Motoring
4. Car

USP:

1. Next to market Leader
2. High Brand Awareness
3. High Brand loyalty
4. High brand equity


2) Lonely Planet Lonely Planet India magazine aims to inspire and enable travelers to connect with the world. It
has been treated as the worlds most trusted source on travel. Inspiring you to sample different cultures first-hand,
discover new people, and learn fascinating stories.

Publisher: World Wide Media
Language: English
Frequency: Monthly
Magazine Type: Tour & Travels Magazine
Cover Price: Rs 150/-


Competitors:
1. Travel plus,
2. Outlook Traveler,
3. National Geographic Traveler

3) BBC Knowledge It has been created as a premium product for young and inquisitive minds. BBC Knowledge
is a bi-monthly magazine, aiming at those, who are looking for knowledge based on science, history and nature.
The Indian edition of BBC Knowledge follows in the footsteps of the first edition launched in the United States in
August 2008, which was an instant success - being voted among the Top 10 newly-launched magazines of 2008
by Library Journal, USA. Besides Indian and USA, BBC Knowledge is also available internationally in the
United Kingdom, Brazil, Singapore and Bulgaria.

Publisher: World Wide Media
Language: English
Frequency: Bimonthly
Magazine Type: Knowledge Magazine
Cover Price: Rs 125/-

Competitors:
1. Knowledge Food and Catering Popular science India,
2 Readers Digest





















SWOT ANALYSIS:

STRENGTH :

1. Strong brand presence.
2. Leaders in Lifestyle Magazines
3. Pricing strategy
4.Value for money
5.Goodwill in the market.
6. International Exposure.

WEAKNESS:

1. After sales service issue.
2. Less promotion
3.Unavailaiblity in vernacular languages.
4. Language barriers
5. Tough competition in the industry raises limited scope for increasing market share.

OPPORTUNITY:

1. It has better opportunity in regional language publications in India.
2. It can also penetrate in the online market, by making its contents available online. So that users can avail this
on their computers and mobiles.
3. Rising Literacy in India.
4. Expanding magazine industry in India.
5. Globalization of culture in India, Entertainment, business, fashion etc.
6.English is becoming the most preferred language in India.

THREAT:

1. Main threat comes from its competitors. Basically local language publications can take over its market share.
Because most of the customers in Hyderabad prefer Telugu publications.
2.Major International and national players are entering into the magazine market,i.e. Forbes,Vogue,TIME etc.
3.Electronice media and internet are major threat for Times Group Magazines.
4. Rental plan offered by the local magazine vendors.












Research Methodology Task
As a part of summer internship program the work assigned was to sell subscription and collect data for the
various magazine published by world wide media and sold and distributed by Times of India and also to
collect renewal from the expired subscribers

Research Methodology
Objective
To explore the customer demand in term of price, quality and services for magazine published by
World Wide Media.
To find out the reasons why some subscribers discontinue their subscriptions.

Problem definition
What are the various aspects in which world wide media is lacing behind in fulfilling the customers
demand?
Research methodology
This exploratory research has been conducted through primary data. The data is qualitative as well
quantitative. The data has been collected through door-door visit.
Research Design
Geographical location- The geographical location taken for the purpose of data collection and the
research is from Hyderabad city.
Sample size- The sample size for collecting primary data is 342. The sampling will be done
through convince sampling.



















Analysis and interpretation:




Are you a regular subscriber of magazine?











FINDINGS:
55%
45%
Chart Title
NO
YES
NO 57.89
YES 47.37

55% of BBC K readers are not regular subscribers of the magazines rather they buy it from shops or
vendors,while 45 % of buyers are regular subscribers.


INTERPRETATION:

There is a huge scope for the company to convert these people into regular subscriber through the various
schemes and offers offered on annual subscription.
















6.28% of Top Gear readers are not regular subscribers of the magazines rather they buy it from shops or
vendors,while 37.39% of buyers are regular subscribers.


INTERPRETATION:

There is a huge scope for the company to convert these people into regular subscriber through the various
schemes and offers offered on annual subscription.


62.28
37.39
NO
YES
Top Gear
NO 62.28
YES 37.39
























83.33% of Lonely Planet readers are regular subscribers of the magazines, while 16.67% of buyers are not regular
subscribers.


INTERPRETATION:

NO 16.67
YES 83.33
16.67
83.33
NO
YES
Lonely Planet
There is a scope for the company to convert these people into regular subscriber through the various schemes and
offers offered on annual subscription. This also shows that Lonely Planet readers are very much satisfied with its
content and want it on a regular basis.













If No, what makes you to subscribe?







FINDINGS:

Majority of readers i.e 39.74% who dont subscribe to magazines regularly want to subscribe now to BBC K for
all the above mentioned reasons i.e Discount,Home Delivery and On Time Delivery. While 37.18% people want
to subscribe specifically because they want it at their convenience of location, 20.51% people want it for the
discount on subscription and 2.92% people want to subscribe for On Time Delivery.



INTERPRETATION:

The reasons like Discount, Home Delivery and On Time Delivery play a major in making customers subscribe to
ALL THE ABOVE 39.74
DISCOUNT 20.51
HOME DELIVERY 37.18
ON TIME DELIVERY 2.92
0.00
20.00
40.00
60.00
ALL THE ABOVE DISCOUNT HOME DELIVERY ON TIME DELIVERY
Chart Title
Series1
BBC K
the magazine and convert them into a regular reader of BBC K, hence if these reasons are taken care it would lead
to great boost in sales.















FINDINGS:

Majority of readers i.e. 42.25% who dont subscribe to magazines regularly want to subscribe now to Top Gear
for all the above mentioned reasons i.e Discount, Home Delivery and On Time Delivery. While 25.35% people
want to subscribe specifically because they want it at their convenience of location, 26.76% people want it for the
discount on subscription and 5.63% people want to subscribe for On Time Delivery.



INTERPRETATION:

ALL THE ABOVE 42.25
DISCOUNT 26.76
HOME DELIVERY 25.35
ON TIME DELIVERY 5.63
ALL THE ABOVE DISCOUNT HOME DELIVERY ON TIME DELIVERY
Series1 42.25 26.76 25.35 5.63
42.25
26.76
25.35
5.63
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
Series1
Top Gear
The reasons like Discount, Home Delivery and On Time Delivery play a major in making customers subscribe to
the magazine and convert them into a regular reader of Top Gear, hence if these reasons are taken care it would
lead to great boost in sales.

















FINDINGS:

Majority of readers i.e. 40.35% who dont subscribe to magazines regularly want to subscribe now to Lonely
Planet for all the above mentioned reasons i.e Discount, Home Delivery and On Time Delivery. While 14.04%
people want to subscribe specifically because they want it at their convenience of location, 14.04% people want it
for the discount on subscription and 31.58% people want to subscribe for On Time Delivery.



INTERPRETATION:

ALL THE ABOVE 40.35
DISCOUNT 14.04
HOME DELIVERY 14.04
ON TIME DELIVERY 31.58
ALL THE ABOVE DISCOUNT HOME DELIVERY ON TIME DELIVERY
Series1 40.35 14.04 14.04 31.58
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
A
x
i
s

T
i
t
l
e

Chart Title
Lonely Planet
The reasons like Discount, Home Delivery and On Time Delivery play a major in making customers subscribe to
the magazine and convert them into a regular readers of Lonely Planet, hence if these reasons are taken care it
would lead to great boost in sales. On time delivery being a major priority among people who want to subscribe to
Good Homes.












Where do you usually get your magazine from?
















0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
others retail storeas subscription vendor
Series1 14.91 32.46 43.86 10.53
A
x
i
s

T
i
t
l
e

Chart Title
BBC K
others 14.91 17
retail
storeas 32.46 37
subscripti
on 43.86 50
vendor 10.53 12

FINDINGS :

Most of the readers who read BBC K i.e 43.86% like to buy the magazine through annual subscription,32.46%
people like to buy it from retail stores,10.93% from vendor and 14.91% people like to buy it from other sources.

INTERPRETATION: As most people are buying BBC K through subscription it is good news which means
people believe in the brand and want to have a continuous access to the magazine at their preferred location.








FINDINGS:

42.11% of people buy Top Gear from retail outlets while annual subscription and vendor sales are 27.78% and
19.30% respectively, there are very few other sources of buying Top Gear i.e. 3.51% only.

INTERPRETATION:

Mostly people buy Top Gear Magazine from retail stores and are unaware of the annual subscription schemes
and offers, company can exploit this opportunity.






others 3.51 4
retail stores 42.11 48
subscription 27.78 40
vendor 19.30 22
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
others retail stores subscription vendor
Series1
Top Gear






















FINDINGS:

Majority of Buyers of magazine Lonely Planet i.e. 71.93% of people buy it through annual subscription, while
retail stores and vendor sales comprise about 16.67% and 10.53% of buyers and other sources being very
minimalistic i.e. 0.88%.

INTERPRETATION:

Lonely Planet being an interior decoration magazine is highly preferred by buyers at their convenience of
location and they less prefer to buy it through retail stores and vendors, hence to make this magazine more
popular and to increase its sales more effort should be put on annual subscription sales.
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
other retail stores subscription vendor
Series1 0.88 16.67 71.93 10.53
Series1
Lonely Planet
other 0.88
retail stores 16.67
subscription 71.93
vendor 10.53

















What is the most important factor which influences your buying
decision?







CONTENT 60.53
BRANDS 10.53
GIFTS 2.63
OTHERS 7.02
PRICE 19.30
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
Brands content gifts others price
BBC K

FINDINGS:

60.53% of people who buy BBC K are solely for the purpose content,19.30% people focus on price,10.54%
people focus on brand names and 2.63% people focus on gifts provided with the magazines bought.


INTERPRETATION: BBC K has very rich content according to the people who use it and they strongly connect
to the content of the book, so readers who are regular readers of BBC K would be least bothered about the price
and other stuffs of the magazine and would continue buying the magazine till the content maintains the same level
of standard.





















FINDINGS:

BRANDS 27.02
CONTENT 38.60
GIFTS 6.14
PRICE 33.77
27.02
38.60
6.14
33.77
BRANDS
CONTENT
GIFTS
PRICE
Top Gear
38.60% percentage people who buy Top Gear magazine prefer it because of its content and 33.77% of people who
buy Top Gear are price conscious people while 27.02% of people who buy Top Gear are brand conscious while
gift conscious people who buy Top Gear magazine
are 6.14% only/

INTERPRETATION: As there are heterogeneous group of people who buy Top Gear hence the company has to
keep in view all the readers with aiming its focus mainly on content and pricing which would help it continuing
being successful in the market place.











FINDINGS: 76.32% of people who buy Lonely Planet are concerned with the content of the magazine while rest
other factors comprise of very minimalistic values; Price and branding being 8.77% each while Gifts and others
factors being 5.26% and 0.88% respectively.

INTERPRETATION: Lonely Planet magazine is preferred by customers purely because of its rich content that
appeals to the customers and as long as the standard of the content is unaltered or is improved from time to time
the magazine would keep maintaining its position as the market leader in the market place.




BRANDS 8.77
CONTENT 76.32
GIFTS 0.88
OTHERS 5.26
PRICE 8.77
Series1
0.00
20.00
40.00
60.00
80.00
BRANDS
CONTENT
GIFTS
OTHERS
PRICE
8.77
76.32
0.88
5.26
8.77
BRANDS CONTENT GIFTS OTHERS PRICE
Series1 8.77 76.32 0.88 5.26 8.77
Series1
Lonely Planet













Do you think this magazine is value for money?








FINDINGS:

81.58% people who read BBC K believe the magazine is value for money and 23.91% people believe it is not.

INTERPRETATION:

The findings clearly show that the price to content ratio is well balanced in BBC K and people derive great value
and pride in possessing this magazine.

0%
20%
40%
60%
80%
100%
NO
YES
23.91
81.58
NO YES
Series1 23.91 81.58
Series1
BBC K


















FINDINGS:

90.35% people who read Top Gear believe the magazine is value for money and 9.65% people believe it is not.

INTERPRETATION:

The findings clearly show that the price to content ratio is well balanced in Top Gear and people derive great
value and pride in possessing this magazine.







NO 9.65
YES 90.35
0.00
20.00
40.00
60.00
80.00
100.00
NO
YES
9.65
90.35
NO YES
Series1 9.65 90.35
Series1
Top Gear




















FINDINGS:

100% people who read Lonely Planet believe the magazine is value for money and 0% people believe it is not.

INTERPRETATION:

The findings clearly show that the price to content ratio is the best balanced in Lonely Planet and people derive
great value, pride and pleasure in possessing this magazine.




NO 0
YES 100
Series1
0
50
100
NO
YES
0
100
NO YES
Series1 0 100
Series1








Which kind of offer do you prefer?






FINDINGS:

The offer cash discount on the cover price of the magazine is the most appealing feature to the customers who
read BBC K as this segment comprises of 78.95% of people, while people preferring Gifts and other offers
comprise of only 14.04% and 7.02% respectively.

INTERPRETATION:

As most of the readers prefer Cash Discount on the cover price as an offer over gifts the company should focus
mostly on coming with innovative pricing strategy for BBC K magazine and its main focus should be on how the
cash discount offer can be connected to the individual customer who wants it without tarnishing the image of the
brand.




CASH DISCOUNT 78.95
GIFT 14.04
OTHERS 7.02
Series1
0.00
20.00
40.00
60.00
80.00
CASH DISCOUNT
GIFT
OTHERS
78.95
14.04
7.02
CASH DISCOUNT GIFT OTHERS
Series1 78.95 14.04 7.02
Series1
BBC K






















FINDINGS:

The offer cash discount on the cover price of the magazine is the most appealing feature to the customers who
read Top Gear as this segment comprises of 83.33% of people, while people preferring Gifts and other offers
comprise of only 13.16% and 3.51% respectively.

INTERPRETATION:

As most of the readers prefer Cash Discount on the cover price as an offer over gifts the company should focus
mostly on coming with innovative pricing strategy for Top Gear magazine and its main focus should be on how
CASH DISCOUNT
GIFT
OTHERS
Top Gear
CASH DISCOUNT 83.33
GIFT 13.16
OTHERS 3.51
the cash discount offer can be connected to the individual customer who wants it without tarnishing the image of
the brand.















FINDINGS:

The offer cash discount on the cover price of the magazine is the most appealing feature to the customers who
read Lonely Planet as this segment comprises of 75.44% of people, while people preferring Gifts and other offers
comprise of only 14.04% and 10.53% respectively.

INTERPRETATION:

As most of the readers prefer Cash Discount on the cover price as an offer over gifts the company should focus
mostly on coming with innovative pricing strategy for Lonely Planet magazine and its main focus should be on
how the cash discount offer can be connected to the individual customer who wants it without tarnishing the
image of the brand.




CASH DISCOUT 75.44
GIFT 14.04
OTHERS 10.53
0.00
20.00
40.00
60.00
80.00
CASH DISCOUT
GIFT
OTHERS
75.44
14.04
10.53
CASH DISCOUT GIFT OTHERS
Series1 75.44 14.04 10.53
Series1












How did you come to know about our magazine?













FINDINGS:

Majority of the people i.e. 71.93% of people who read BBC K or started reading BBC K got to know about it
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
EXHIBITION INTERNET OTHERS TV ADS WORD OF
MOUTH
Series1 1.75 9.65 14.04 2.63 71.93
1.75
9.65
14.04
2.63
71.93
Series1
BBC K
EXHIBITION 1.75
INTERNET 9.65
OTHERS 14.04
TV ADS 2.63
WORD OF MOUTH 71.93
through word of mouth while only 9.65% and 2.63% of people got to know about it though Internet and Tv ads
and 1.75% and14.04% of people got to know about this magazine through exhibitions and other sources.

INTERPRETATION:

BBC K is very popular, very good and highly interactive hence word of mouth advertising is very high for it i.e.
most of the people who read this magazine recommend it to others as well. The companys main focus should be
on how it can work upon this word of mouth advertising of their magazine as it is very affordable method in terms
of cost and is highly believed by customers as well.












FINDINGS:

Majority of the people i.e. 63.16% of people who read Top Gear or started reading Top Gear got to know about
it through word of mouth while only 12.28% and 2.63% of people got to know about it though Internet and Tv ads
and 6.14% and 10.53% of people got to know about this magazine kiosks and other sources.

INTERPRETATION:

Top Gear is very popular, very good and highly interactive hence word of mouth advertising is very high for it i.e.
most of the people who read this magazine recommend it to others as well. The companys main focus should be
on how it can work upon this word of mouth advertising of their magazine as it is very affordable method in terms
of cost and is highly believed by customers as well.

INTERNET 12.28
KIOSK 6.14
OTHERS 10.53
TV ADS 7.89
WORD OF
MOUTH 63.16
0.00
20.00
40.00
60.00
80.00
INTERNET
KIOSK
OTHERS
TV ADS
WORD OF MOUTH
12.28
6.14
10.53
7.89
63.16
Series1
TOP Gear


























FINDINGS:

Majority of the people i.e. 67.54% of people who read Lonely Planet or started reading Lonely Planet got to
know about it through word of mouth while only 1.75% of people got to know about it though Internet and 4.39%
and 26.3% of people got to know about this magazine through kiosk and other sources.

INTERPRETATION:
INTERNET 1.75
KIOSK 4.39
OTHERS 26.32
WORD OF MOUTH 67.54
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
INTERNET KIOSK OTHERS WORD OF
MOUTH
Series1 1.75 4.39 26.32 67.54
1.75
4.39
26.32
67.54
Series1

Lonely Planet is very popular, very good and highly interactive hence word of mouth advertising is very high for
it i.e. most of the people who read this magazine recommend it to others as well. The companys main focus
should be on how it can work upon this word of mouth advertising of their magazine as it is very affordable
method in terms of cost and is highly believed by customers as well.




How much do you spend for magazines in a month?













FINDINGS:

35.96% of people who buy BBC K like to spend Rs.101-200 on magazines in a month while 28.07% of people
spend less than Rs.110,7.89% of people spend between Rs.201-300,14.04% of people spend between Rs.301-
400,14.04% of people spend above Rs.400 in a month over magazines.

INTERPRETATION:
Majority readers of BBC K do like to spend considerable amount of money on magazines.
BBC K being a fortnightly magazine with its cover price being Rs60 an issue and a 50% discount on annual
28.07
14.04
35.96
7.89
14.04
<100
>400
RS.101-200
RS.201-300
RS.301-400
BBC K
<100 28.07
>400 14.04
RS.101-
200 35.96
RS.201-
300 7.89
RS.301-
400 14.04
subscription, the company can enjoy a great flexibility in its pricing or offers when it comes to the readers of BBC
K, or it can even cross sell various other magazines to BBC K readers.


















FINDINGS:

44.74%% of people who buy Top Gear like to spend Rs.101-200 on magazines in a month while 26.32% of
people spend less than Rs.110,18.42% of people spend between Rs.201-300,7.02% of people spend between
Rs.301-400,3.51% of people spend above Rs.400 in a month over magazines.

INTERPRETATION:
Majority readers of Top Gear like to spend considerable amount of money on magazines.26.32% people spend
less than Rs.100 on magazines but still like to have Top Gear magazine with them, these people can be targeted
with annual subscription and cash discount schemes.



<100 26.32
>400 3.51
RS.101-200 44.74
RS.201-300 18.42
RS.301-400 7.02
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
<100 >400 RS.101-200 RS.201-300 RS.301-400
Series1 26.32 3.51 44.74 18.42 7.02
26.32
3.51
44.74
18.42
7.02
Series1
Top Gear













FINDINGS:

41.23%% of people who buy Lonely Planet like to spend Rs.101-200 on magazines in a month while 26.32% of
people spend less than Rs.110,11.40% of people spend between Rs.201-300,10.53% of people spend between
Rs.301-400,11.40% of people spend above Rs.400 in a month over magazines.

INTERPRETATION:
Majority readers of Lonely Planet like to spend considerable amount of money on magazines.26.32% people
spend less than Rs.100 on magazines but still like to have Top Gear magazine with them, these people can be
targeted with annual subscription and cash discount schemes.




<100 26.32
>400 11.40
RS.101-200 41.23
RS.201-300 11.40
RS.301-400 10.53
<100
26%
>400
11%
RS.101-200
41%
RS.201-300
11%
RS.301-400
11%
Chart Title
Lonely Planet






Does this brand match your life style?








FINDINGS:
AGREE 30.70
DISAGREE 9.65
NEITHER
AGREE OR
DISAGREE 41.23
STRONGLY
AGREE 11.40
STRONGLY
DISAGREE 8.77
0.00
10.00
20.00
30.00
40.00
50.00
AGREE
DISAGREE
NEITHER
AGREE OR
DISAGREE
STRONGLY
AGREE
STRONGLY
DISAGREE
30.70
9.65
41.23
11.40
8.77
AGREE DISAGREE
NEITHER AGREE OR
DISAGREE
STRONGLY AGREE
STRONGLY
DISAGREE
Series1 30.70 9.65 41.23 11.40 8.77
Series1
BBC K

30.70% of people who buy BBC K are agree that this brand their lifestyle. 9.65% of people are Disagree, 41.23%
of people are neither agree nor agree,11.40% of people are strongly agree,8.77% of people are strongly disagree.

INTERPRETATION:
Majority readers of BBC K, are neither agree nor disagree so company should change something sothat this brand
will match their lifestyle.







FINDINGS:

55.96% of people who buy Top Gear are agree that this brand their lifestyle. 9.65% of people are Disagree,
22.81% of people are neither agree nor agree,13.16% of people are strongly agree,3.51% of people are strongly
disagree.

INTERPRETATION:
Majority readers of Top Gear, are agree.



AGREE 55.96
DISAGREE 9.65
NEITHER
AGREE OR
DISAGREE 22.81
STRONGLY
AGREE 13.16
STRONGLY
DISAGREE 3.51
0.00
10.00
20.00
30.00
40.00
50.00
60.00
AGREE DISAGREE NEITHER
AGREE OR
DISAGREE
STRONGLY
AGREE
STRONGLY
DISAGREE
Series1 55.96 9.65 22.81 13.16 3.51
55.96
9.65
22.81
13.16
3.51
Series1
Top Gear












FINDINGS:

AGREE 28.95
DISAGREE 1.75
NEITHER
AGREE OR
DISAGREE 44.74
STRONGLY
AGREE 21.05
STRONGLY
DISAGREE 3.51
28.95
1.75
44.74
21.05
3.51
AGREE
DISAGREE
NEITHER AGREE OR DISAGREE
STRONGLY AGREE
STRONGLY DISAGREE
Lonely Planet
28.95% of people who buy Lonely Planet are agree that this brand their lifestyle. 1.75% of people are Disagree,
44.74% of people are neither agree nor agree,21.05% of people are strongly agree,3.51% of people are strongly
disagree.

INTERPRETATION:
Majority readers of Lonely Planet, are neither agree nor disagree so company should change something sothat this
brand will match their lifestyle.















FINDINGS:

2.60% of people who buy BBC K are housewife/housemaker.42.60 % of people are self-employed, 40% of
people are service/job, 21.05% of people are student.

INTERPRETATION:
0
20
40
60
Home-maker/house-
wife
self employed
professionals
sevice/job students
2.608695652 42.60869565 40 13.91304348
Home-
maker/house-
wife 2.60869565
self employed
professionals 42.6086957
sevice/job 40
students 13.9130435
BBC K
Majority readers of BBC K, are self-employed so company should attract more in this segment.













FINDINGS:

7.89% of people who buy Top Gear are housewife/housemaker.55.26 % of people are self-employed, 30.70% of
people are service/job, 6.14% of people are student.

INTERPRETATION:
Majority readers of Top Gear are self-employed so company should attract more in this segment.





homemaker/housewife
Self-employed
Professionals
Service/job Students
Series1 7.89 55.26 30.70 6.14
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Series1
homemaker/housewife 7.89
Self-employed
Professionals 55.26
Service/job 30.70
Students 6.14
Top Gear











FINDINGS:

13.15% of people who buy Lonely Planet are housewife/housemaker.56.14 % of people are self-employed,
18.42% of people are service/job, 12.28% of people are student.

INTERPRETATION:
Majority readers of Top Gear are self-employed so company should attract more in this segment.

homemaker/housewife 13.158
Self-employed
Professionals 56.140
Service/job 18.421
students 12.281
0.000
10.000
20.000
30.000
40.000
50.000
60.000
homemake
r/housewif
e
Self-
employed
Profession
als
Service/job students
Series1 13.158 56.140 18.421 12.281
Series1