IIP PROJECT REPORT

Consumer behavior and Consumer buying pattern

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

(An Industry Internship Project Report Submitted in Partial fulfillment of the requirement of
Post Graduate Diploma in Management-2013-15)


Under the Guidance of: - Submitted By:
Corporate Guide: Sushant Sasmal
Mr.Vibhuti Anand PGDM-Marketing
Magazines Head Roll No-M8-09
Times of India, Hyderabad

Faculty Guide:
Sign:-____________
Mr. M Chaithanya
Assistant Professor,
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. 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 .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 from circulation. Even people are now consuming news and information from
internet through computers or mobiles, the popularity of print media is not decreasing.

Industry profile:
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 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.
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. 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.
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
Group which is now the largest English publication in the world, BCCL and its subsidiaries
(called The Times 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.

Literature review:
RESEARCH REVIEW: ISSUES IN MAGAZINE TYPOLOGY
By: Marcia R. Prior-Miller, Iowa State University

Abstract: This article explores how magazine type has been defined and on what criteria
categories of magazines has been based in published reports of communication research.
Four definition strategies were observed in 223 research reports published from 1977 through
1991.The approaches are critiqued on their apparent ability to meet five generally accepted
standards for the usefulness of scientifically designed typologies.



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 consumers for providing better offers and service from
TIMES GROUP.

Research methodology:
This exploratory research has been conducted through primary data collection through
convenience sampling. The data is qualitative as well quantitative. The data has been
collected through door-door visit.

Scope of study:

I am trying to know about Consumer behavior and Consumer buying pattern of Times of
India Magazines with reference to BBC Knowledge, Top Gear and Lonely Planet.

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 could not select large sample for the
study.


Data Analysis:
1. Are you a regular subscriber of magazine?












55%
45%
Chart Title
NO
YES
62.28
37.39
NO
YES
Top Gear




2. How much do you spend for magazines in a month?






16.67
83.33
NO
YES
Lonely Planet
28.07
14.04
35.96
7.89
14.04
<100
>400
RS.101-200
RS.201-300
RS.301-400
BBC K
<100
26%
>400
11%
RS.101-200
41%
RS.201-300
11%
RS.301-400
11%
Chart Title
Lonely Planet

3. Do you think this magazine is value for money?












23.91
81.58
NO
YES
BBC K
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
9.65
90.35
NO
YES
Top Gear




Findings:
1. Most of the readers are not a regular subscribers of magazine
2. Most of the new customers are willing to subscribe because of services being
provided.
3. The maximum number of buyers has agreed that the magazine is value for money
4. Maximum number of customers are in condition to spend a reasonable amount of
money on buying magazines



Suggestions:
1. Improvement of service
2. A better distribution of channel
3. A better renewal reminder system
4. Launching of health related magazine


BIBILOGRAPHY

http://en.wikipedia.org/wiki/The_Times_of_India
http://www.timesgroup.com/bccl/about-us.html
http://www.timesmediastudies.com/
http://www.timespro.com/why-timespro/the-times-group
http://www.timesgroup.com/




NO YES
Series1 0 100
0
100
0
20
40
60
80
100
120
Series1