A

Summer Training Project Report

On

A Study of customer satisfaction for the use of E-magazine digital

content with special reference to magnik India pvt ltd

Submitted to

Dr. A.P.J. Abdul Kalam Technical University, Lucknow

For the partial fulfillment of

MASTER OF BUSINESS ADMINISTRATION

Batch 2021-23

Submitted to Submitted By

Dr. Onkar Nath Saurav Yadav

Roll No.2108340700029

MBA III SEM

INTEGRATED ACADEMY OF MANAGEMENT AND TECHNOLOGY

Delhi-Meerut Expressway (NH-9, Exit 4) Adjoining Dana Flyover, Udyog Kunj, Ghaziabad-201009

1
 ACKNOWLEDGEMENT

I would like to sincerely acknowledge the contribution of all these people who have, directly or
indirectly, been instrumental in helping me to complete this project. Also we thank our institute
Integrated Academy of Management and Technology, Ghaziabad for the support that we got
during this project. I take this opportunity to thank them and all the well wishes for their relentless
encouragement and whole-hearted support. I would also like to extend our special thanks to my
faculty guide Dr. Onkar Nath, INMANTEC , Ghaziabad for his constant cooperation and guidance
at every step. His teachings in the field of questionnaire design , research structuring, and
analyzing have helped us by leaps and bound. Last but not the least; I thank our parents for being
our pillars of support constantly through the tiring times . Their motivation has constantly boosted
our endeavors to work harder and achieve more each time.

SAURAV YADAV

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 CERTIFICATE FROM INTERNAL GUIDE (FACULTY MEMBER)

This is to certify that work entitled “ A Study of customer satisfaction for the use of E-magazine
digital content with special reference to magnik India pvt ltd ”is a Summer Training Project
Report work done by “Saurav Yadav” bearing Roll no “2108340700029” under my supervision
for partial fulfillment of Master of Business Administration (MBA) at Integrated Academy of
Management and Technology , affiliated to Dr. A.P.J. Abdul Kalam Technical University, U.P ,
Lucknow(Formerly Uttar Pradesh Technical University)

I wish him/her best for the future endeavors.

Dr.Onkar Nath

INMANTEC, Ghaziabad

3
 TABLE OF CONTENTS
S.NO PARTICULAR PAGE NO.

2 Acknowledgment 3

3 List of graphs/charts 5-7

4 Executive Summary 8

5 Company profile 9-16

6 Introduction of the project 17-18

7 Review of literature 20-24

8 Objective of the study 25

9 Research methodology 26-27

10 Data analysis and interpretation 28-43

11 Findings 44

12 Conclusion 45

13 Recommendations 46-47

14 Limitations of the study 48

15 Bibliography 49-50

16 Appendices 51-54

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S.No. List of graphs Page no.
1 Table 1 (Response of gender)
23

2 Table 2 (Response of gender) 24

3 Table 3 [Response of Do You Read

Magazines ]
25

4 Table 4 (Response of Which

26
magazines do you read?)

5 Table 5 (Response of do you have

27
internet connection)

6 Table 6 (Response of What type of

magazines do you like to read?)
28

7 Table 7 (Response of How often you

read magazines)
29

8 Table 8 (Response about On what

30
basis you evaluate a magazine? )

9 Table 9 (How do you prefer to

31
purchase your magazines?)

5
10 Table 10 (From the attributes
mentioned, tick those which are best
32
suited for the magazines?)

11 Table 11 (You would like to buy e-

33
magazine because?)

12 Table 12 (Response of You would

like to buy e-magazine because?)
34

13 Table 13 (Response of What made

36
you subscribe for the magazine?)

14 Table 14 (Response of Are you

satisfied with digital magazine & 37

newspaper service?)

15 Table 15 ((Response of Mention any

feature you think digital magazine and 38

newspaper should work on (if any): )

16 Table 16 ((Response of what

platform do you use for reading digital 39
magazines and newspaper ?)

17 Table 17 (Response of Do you

renew your subscription for digital
40

reading platforms ?)

18 Table 18 (Response of how many

years you are using digital platform for
41

reading magazines and newspaper? )

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 Executive Summary

An online magazine is a magazine published on the Internet, through bulletin board systems and
other forms of public computer networks. One of the first magazines to convert from a print
magazine format to being online only was the computer magazine Datamation. Some online
magazines distributed through the World Wide Web call themselves webzines. An e-zine (also
spelled e-zine) is a more specialized term appropriately used for small magazines and newsletters
distributed by any electronic method, for example, by electronic mail (e-mail/email, see Zine).
Some social groups may use the terms cyber zine and hyper zine when referring to electronically
distributed resources. Similarly, some online magazines may refer to themselves as "electronic
magazines" or "e-magazines" to reflect their readership demographics or to capture alternative
terms and spellings in online searches.

An online magazine shares some features with a blog and also with online newspapers but can
usually be distinguished by its approach to editorial control. Magazines typically have editors or
editorial boards who review submissions and perform a quality control function to ensure that all
material meets the expectations of the publishers (those investing time or money in its production)
and the readership.

Many large print-publishers now provide digital reproduction of their print magazine titles through
various online services for a fee. These service providers also refer to their collections of these
digital format products as online magazines, and sometimes as digital magazines. An online
newspaper (or electronic news or electronic news publication) is the online version of a newspaper,
either as a stand-alone publication or as the online version of a printed periodical.

Going online created more opportunities for newspapers, such as competing with broadcast
journalism in presenting breaking news in a timelier manner. The credibility and strong brand
recognition of well-established newspapers, and the close relationships they have with advertisers,
are also seen by many in the newspaper industry as strengthening their chances of survival. The
movement away from the printing process can also help decrease costs.

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Online newspapers, like printed newspapers, have legal restrictions regarding libel, privacy, and
copyright, also apply to online publications in most countries as in the UK. Also, the UK Data
Protection Act applies to online newspapers and news pages. Up to 2014, the PCC ruled in the
UK, but there was no clear distinction between authentic online newspapers and forums or blogs.
In 2007, a ruling was passed to formally regulate UK-based online newspapers, news audio, and
news video websites covering the responsibilities expected of them and to clear up what is, and
what isn't an online news publication.

News reporters are being taught to shoot video and to write in the succinct manner necessary for
Internet news pages. Some newspapers have attempted to integrate the Internet into every aspect
of their operations, e.g., the writing of stories for both print and online, and classified
advertisements appearing in both media, while other newspaper websites may be quite different
from the corresponding printed newspaper

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 Company Profile

Introduction of E-Reading Industry

Magaziness can be read on dedicated e-reader devices, but also on any computer
device that features a controllable viewing screen, including desktop computers,
laptops, tablets and smartphones. Though still at a nascent stage of market
development, eBooks have slowly gained a foothold, given their many advantages
including easy accessibility, lower costs (compared to print books), and portability.
Nielsen India Book Market Report revealed that 56% of the respondents surveyed
in urban India bought at least one eBook a year and nearly half of these bought at
least 3-4 eBooks a year, indicating a growing demand for digital books in India.
An magazines (short for electronic book), also known as an magazines or eBook,
is a book publication made available in digital form, consisting of text, images, or
both, readable on the flat-panel display of computers or other electronic devices.
Although sometimes defined as "an electronic version of a printed book”, some
magaziness exist without a printed equivalent.

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Introduction of the Company

MAGNIK INDIA is India’s leading Magazine and Journal subscription on-line store. We offer
one of the most comprehensive collections of magazines and journals. Now in the first year of
operation, we have successfully sold in the excess of ten thousand subscriptions across the country,
exceeding the growth rate of 30%.

Our customer base spreads the length and breadth of the country including Indian Army units,
Libraries, Schools, Colleges, Universities, Hotels, Resorts, Hospitals, Labs, Doctors, Govt.
Institutions and many more.

We partner directly with publishers to get you the best deals and special offers. We also provide
customized solutions for corporates and institutions, like bulk ordering, branded covers, cover-on-
cover, bulk gifting, and special discount offers.

MAGNIK INDIA is India’s leading Magazine and Journal subscription on-line store. We offer
one of the most comprehensive collections of magazines and journals. Now in the first year of
operation, we have successfully sold in the excess of ten thousand subscriptions across the country,
exceeding the growth rate of 30%.

Our customer base spreads the length and breadth of the country including Indian Army units,
Libraries, Schools, Colleges, Universities, Hotels, Resorts, Hospitals, Labs, Doctors, Govt.
Institutions and many more.

We partner directly with publishers to get you the best deals and special offers. We also provide
customized solutions for corporates and institutions, like bulk ordering, branded covers, cover-
on-cover, bulk gifting, and special discount offers.

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Share capital & Number of employees:-

Authorised Capital: Rs.100000

Paid up Capital: Rs.100000

Number of Employees: 200 employees

Objective:-

The only purpose of Magnik is to take digital reading to the next level and to
provide a one-stop destination for all your reading needs. No need to search your
favourite magazine or newspaper on different sites. Magnik has listed every style
magazine to make your search easier.

Name of the Founders:-

Mathini Sharma

Business Idea:-

Magnik India Pvt Ltd. Is that this is the best plateform of digital reading where
Magnik has a wide collection of hundreds and thousands of magazines,
newspapers and books from leading media houses from across the world. Magnik
has also started its own issue of magazines that will satiate all his customers
reading needs. From food, business, travel, sports to celebrity and lifestyle,
customers can find it all here, believe in digitalization. Hence, Magnik bring you

11
(customer) everything that customer want to read under one roof. Read, subscribe,
shoop, Magnik is your next-door reading buddy that understands all your needs.

Customers of the company

Magnik India Pvt Ltd is a publishing house. Magnik deals in various kinds of
magazines, newspapers, books, comics, and articles as far as customers are
concerned. As an intern in Magnik India Pvt Ltd, I was working for generating
more sales by developing unique customer relationship management strategies by
knowing the target audience and their behavior. Customer target is the type of
person that a company wants to sell its products and services to, company need the
right product and service to satisfy the needs of the target customers.Target-
Marketers are increasingly integrating various characteristics after segmentation to
generate smaller, more defined target groups. We may implement a market
segmentation strategy depending on customer needs. Magnik India Pvt Ltd is
targeting:-

• Schools

• Colleges

• Professional Association’s

• Educational Institutions

• Students

• Corporates

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S.W.O.T ANALYSIS.

STRENGTHS:

• Well organized and experienced staff

• Innovative and customer oriented products

• Direct approach to the customer

• Customer satisfaction

• Strong distribution network

• Efficient and fast delivery system

WEAKNESS

• Price of some magazines is high

• Customer perception that outlook serves to a political party

OPPORTUNITIES:

It has many products capturing all sectors information so it has an opportunity to become a market
leader

THREATS

: • Number of competitors in the market.

• India today has already captured the big market share.

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Competitors of the company

With the advancement in technology and the use of the internet in a harsh way, the
E-Reading industry has reached the highest peak in the last few years. Currently,
India has a large number of E-Reading mambership companies, some of which are
listed below.

The main four competitors of Magnik India are

1. Digital Marveled

2. Scribd

3. Bookmate

4. Kindle

Digital Marveled

Digital Marveled provide a platform where subcribers can showcase their

creativity. Subcribers can upload their work (Poem, Story, Blog). Digital Marveled
is an online reading & publishing hub. Read epaper, books, magazines etc.

Digital Marveled includes popular Newspaper, comics, books & journals, all
within the same platform. Read content from some of the premier newspapers of
India, most read magazines and popular comics. Its authorized capital is INR 5.00
lac and total paid up capital is INR 50k.The languages covered include English,
Hindi, Marathi, Tamil, Telugu, Punjabi, Gujarati, and Kannada.

Scribd

Scribd is the platform for keen readers eager to browse through thousands of books
and students looking to gain access to academic papers. Users can also upload their

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own papers, documents and books on this platform. Scribd is considered “the
Netflix of books” and for a good reason.

We’re talking about 1 million eBooks, plus scribd’s amazing digital library which
includes audiobooks, magazines, sheet music, academic papers and you can also
upload and share your own papers and eBooks with over 700,000 monthly
subscribers.

Bookmate

Bookmate is a mobile reading app and an eBook subscription service. Bookmate

offers an amazing reading app which is well-designed and has a user-friendly
interface. Users can highlight words. Look up definitions and use translation
words.

What sets Bookmate apart from its competitors is that the platform offers users a
chance to browse through friend’s feeds and bookshelves. Users can also upload
their own EPUBs and FB2 books and sync them across all devices.

Kindle

Amazon launched its eBook subcription Kindle in 2014, and in a short time, the
platform become one of the big players in the industry.

Kindle unlimited offers unlimited reading on any Amazon device or Kindle app,
contrary to the popular notion that it’s available only for e-reader devices. The
Kindle store lacks best-selling authors and contemporary literature, but it offers a
great choice of India and self-published authors.

A major downside of the Kindle unlimited subscriptions is that among the wide
selection of books you won’t be able to find titles from the Big 5 publishers

15
(Macmillan, Penguin Random House, Hachette, HarperCollins and Simon
&Schuste).When it comes to reliable rating systems, Kindle unlimited beats the
competition.

16
 Introduction of the Project

Topic: - A Study of customer satisfaction for the use of E-magazine digital content with special
reference to magnik India pvt ltd

The digital publishing sector has only been in existence since 2010. However, it has grown steadily
since then. In 2020, magazines sales grew by 27% compared to 2019. For years the
magazines had struggled to grow much, despite the great expectations around it of the
record market, which passed from physical media to online very quickly and abruptly,
especially for podcasts and audio books, which are often enjoyed through dedicated
platforms based on subscriptions, for this branch, the increase compared to 2019 was 94%.

Online reading is when one take information or text from a digital format, also called digital
reading. PDF files, EBooks, audio books, blogs, etc. are all considered to be online reading
platforms, whether it’s through a PC or a phone Increasing usage of mobile devices and other
equipment such as laptops, desktops, and i-Pad for several activities due to the rising awareness
regarding the convenience and ease of use of these devices at affordable prices, is offering appropriate
growth conditions. Moreover, growing number of readers, especially among the young generation as
well as rising adoption of studying and making notes through online portals and websites that is given
online at various places, are further creating opportunities for the expansion of the global digital reading
market in the coming years .whereas, The process of getting information or text from a print format is
called traditional reading. Reading books, magazines, newspapers, dictionaries, etc.

Also, growing awareness regarding the availability of novels and educational books on online
platforms or as ebooks across several websites is also contributing to the expansion of the global
digital reading market in the coming years. These online platforms and books are useful across
various places especially in the rural places where there is availability of the internet but lack of
facilities such as educational institutes or even access to basic libraries in many regions, hence
rising the popularity of the digital reading contributing to the market growth. Overall, in the
western world, reading is increasingly digitized.

The appearance of new digital media has brought far-reaching changes in the press sector. There
has been a transformation not only at the organizational level but also among the perception of the

17
consumer for reading, due to the creation of new multimedia environment. All these imply the
arrival of new challenges and opportunities in the near future. Indeed, editorial offices are now
working in a different way and with a quicker pace than compared with the traditional medium to
grab the attention of the readers so as to provide constant updated information and accessibility to
reading material. In view of this metamorphosis, the internet may well be said to have changed
popular conception of what constitutes a newspaper.

18
 Literature Review

Current researches indicate that the continuous growth of digital texts among students is due to
some advantages offered by digital texts. First, digital books are generally cost-effective for
students (Johnson et al., 2010; Maher, 2010). Shepperd (2008) reported e-text cost 50-60% less
than printed texts. This should also appeal to students who have been aware of the noteworthy
increases in textbook prices during their short term at the academy. Second, digital texts offer
convenience for storing digital texts that enable institutions to avoid using so much physical space
(Pattuelli & Rabina, 2010), and digital texts are convenient to carry anywhere so that readers do
not need to worry about their heavyweight (Kiriakova et al., 2010). Third, digital texts are so
accessible that students and teachers can easily access them online at any time and wherever
(Doering, Pereira & Kuechler, 2012). Fourth, digital texts can be searched easily, and this supports
students and teachers in their learning and teaching (Abram, 2010). Fifth, magaziness are user-
friendly, can be annotated, copy and paste text, and for some users, they are easier to read (Doering,
Pereira & Kuechler, 2012).

Wästlund et al. (2005) investigated the influence of VDT and paper presentation of the reading
comprehension. They confirmed that the performance in VDT condition was inferior to the
performance in the paper condition for both consumption (multiple choice questions) and
production (summarization) of information.

Mangen et al. (2013) also explored effects of the technological interface on reading comprehension
in Norwegian school. Their study showed that the students who read texts in print scored
significantly better on the reading comprehension test than students who read the texts on the
computer screen, and participants in the computer reading condition reported higher levels of
experienced stress and tiredness than those who reading from paper.

Over the last four decades, the marketing literature has defined and measured
customer satisfaction in many different ways. Oliver (1997) specifies customer
satisfaction as pleasurable fulfillment; as such, the consumer views consumption

19
as satisfying some need, desire, goal, etc., in which its fulfillment is pleasurable. In
spite of many definitions of customer satisfaction in the literature, a common way
to define customer satisfaction is to follow the approach of the expectancy-
confirmation/disconfirmation paradigm (Anderson 1994; Anderson and Sullivan
1993;Kotler 1991; Oliver 1980; Oliver and DeSarbo 1988; Oliver and Swan 1989; Yi
1991).

In this perspective, customer satisfaction is delineated as the consumer’s

evaluation that products or services meet or fall to meet the customer’s
expectations (Oliver and Swan1989; Yi 1991). Out differently, customer
satisfaction consists of post-consumption judgment concerning product or service
quality, given pre-consumption expectations (Kotler 1991). From this
expectancy32 confirmation/disconfirmation point-of-view, customer satisfaction
happens in the case of a buyer’s post-evaluation of a specific purchase experience
(or experiences), contingent upon the buyer’s quality perceptions and
expectations, and confirmation/disconfirmation – the discrepancy between actual
and expected quality (Yi, 1991).Customer satisfaction has generally been
suggested to contain two such different dimensions as a transaction-specific
evaluationapproach and an overall, cumulative valuation approach. That is, there
exist two general conceptualizations of customer satisfaction in the literature
(Anderson and Fornell 1993; Boulding et al. 1993; Yi, 1991). Prior research has
portrayed customer satisfaction as transaction-specific. Using this framework,
customer satisfaction is seen as a post-consumption evaluative judgment of a
particular purchase experience or activity (Bearden and Teel 1983; Cronin and
Taylor 1992; Oliver 1980, 1993; Oliver and DeSarbo 1988). The theoretical
rationale behind this fra0mework is a variation of the expectancy-

20
confirmation/disconfirmation paradigm (Prakash1984; Oliver and Swan 1989).
Another formulation to measure customer satisfaction, widely used in recent
studies, including studies utilizing the satisfaction metric in the ACSI data, is
overall or cumulative satisfaction, which is, in other words, relationship-specific.
With this formulation, overall satisfaction can be viewed as a customer’s overall
satisfaction experiences (Olsen 2002), and is gauged as the cumulative post-
purchase evaluative judgment of a group of discrete purchase activities or
transactions for a particular brandor firm over duration of time (Fornell et al.
1996; Johnson and Fornell 1991; Oliver1997; Rust and Oliver 1994). Of these two
formulations of customer satisfaction, overall or cumulative satisfactition has
been widely used with regard to the association between customer satisfaction
and customer loyalty. On one hand, transaction-specific satisfaction
conceptualizes customer satisfaction as the outcome of a single transaction. Thus,
this transaction-specific satisfaction formulation may be too restrictive – i.e., the
transaction-specific satisfaction approach has a very limited predictive power
(Anderson and Narus1990; Fornell et al. 1996; Ganesan 1994). Oliver (1999)
maintains that overall satisfaction is more appropriate for ananalysisis of the
satisfaction-loyalty relationship, inasmuch as the cumulative satisfaction,
construct is capable of aggregating ortion has been widely used with regard to the
association between customer satisfaction and customer loyalty. On one hand,
transaction-specific satisfaction conceptualizes customer satisfaction as the
outcome of a single transaction. Thus, this transaction-specific satisfaction
formulation may be too restrictive – i.e., the transaction-specific satisfaction
approach has a very limited predictive power (Anderson and Narus1990; Fornell
et al. 1996; Ganesan 1994). Oliver (1999) maintains that overall satisfaction is

21
more appropriate for ananalysisis of the satisfaction-loyalty relationship,
inasmuch as the cumulative satisfaction, construct is capable of aggregating
orfinancial performance, and shareholder wealth, as demonstrated by recent
studies. Marketing academics and managers have been increasingly interested in
the effects of an increase in customer satisfaction levels on firm, financial
performance since the 1990s. For instance, customer satisfaction has been
shownto positively impact operating margins (Bolton 1998; Rust et al. 1996),
accounting returns (Ittner and Larcker 1998), returns on investment (Anderson et
al. 1994), and cash flow and shareholder value (Anderson et al. 2004; Gruca and
Rego 2005).Indeed, firms have invested a great amount of money on this metric,
as customer satisfaction investments represent the number one marketing
research expenditure item for most firms. Customer satisfaction can be seen as an
essential measure used to oversee business outcomes, decide on limited resource
allocation, and provide rewards to management (Anderson 1994). For the
majority of firms, the pursuit of customer satisfaction is illustrated in their
communications, including advertisements, public relations releases, and mission
statements (Peterson and Wilson 1992). With regard to this importance, a variety
of marketing academics and practitioners have studied customer satisfaction for
the past forty years.

Additionally, Shiratuddin and Landoni (2003) reported that the possibility to use devices, e-books,
and e-book builder without much effort makes students very satisfied using digital texts.
Shelburne's (2009) study pointed out that undergraduate students, compared to faculty, tend to
perceive digital texts positively because of the availability of many sources that help them to get
information. Another study reported that around 90% of e-book users in an Indian academic
environment were very satisfied and somewhat satisfied with their use of e-books, and, compared
to faculty, students tend to use e-books more often (Anuradha &Usha, 2006)

22
Various studies have also shown that although students have a strong preference for using printed
books (Jamali et al., 2009; Paxhia, 2011; Perry, 2005; Shelburne, 2009), academic libraries
providing access to e-books reported the use rate of their ebook collection was equal to or greater
than that of their printed book collection (Bailey, 2006; Rose & Li, 2007). Other studies (Levin
Clark, 2006; Nicholas & Lewis, 2008) showed that students were willing to ds e-books with a
limited amount of text. In other words, students preferred printed texts to read long texts. In
contrast, Koçak, et al (2016) found that students preferred e-books while studying. Khan, et al.
(2016) and Lewellen, et al. (2016) noticed that postgraduate students used e-books more than the
undergraduates. Carroll, et al (2016) found that digital texts were favored than printed texts for
general reference books. Kumbhar (2018) believed that the participants' national background must
e attribute these varied results.

The previous studies revealed that the reading comprehension on an electronic display (such as
VDT and computer screen) was poorer than the reading comprehension on paper (Wästlund et
al. 2005; Mangen et al. 2013); some other studies reported that the reading comprehension from
paper was inferior to VDT or computer screens (Mayes et al. 2001); few studies, however, found
there was no significant difference on reading comprehension between VDT and paper-based
(Noyes and Garland 2008).

23
 Objectives of the study

1. To know the awareness of digital magazines and newspaper.

2. To know the satisfaction level of consumer.
3. To understand customer buying pattern and perception of consumer toward magaziness.

24
 Research Methodology

Research Design

• Exploratory research design: - this kind of research design is used when

the problem is vague, its main objective is to explore and obtain clarity
about the problem situation. It mostly involves a qualitative investigation.

• Descriptive research design: -this design is used when a comprehensive

and detailed explanation is required for the problem of the study.

The suggestions of the study emerged from the inferences drawn from the sample
survey of the questionnaire.

Data Requirements

Primary data which is collected through self structured questionnaire and Secondary data which is
collected through websites and other research papers.

Data collection from primary sources:

Primary source is a source from where we collect first-hand information or origianl

data on a topic. The primary data was collected through a closed-ended
questionnaire designed exclusively for the study.

Data collection from primary and secondary sources:

Google form

25
websites

Sampling Procedure

Choosing a part of a population to use to test hypotheses about the entire

population, Samples for this research are under Indian peoples, who come under 18
to 60 year age groups and who have an online presence.

Simple Universe: - Universe means the total population available for the study. In
this study, the universe constitutes Indians, who have an online presence and live
in Delhi NCR.

Sample Size

The number of sample units selected from the total population is called the sample
size. The sample size selected for this study is 63.

26
 Data analysis & Interpretation

Gender:

S NO. Particular No of Respondent Percentage%

1 Male 31 49.2 %
2 Female 32 50.8%
Total 63 100 %

Interpretation:

From the above graph, it is show that 49.2% of total respondents are Male and
50.8% total respondents are Female. Therefore, it is concluded that the majority of
females are customers of the company.

27
Do you read magzine

S NO. Particular Percentage%

1 YES 82.5%
2 NO 17.5%

Interpretation: From the above graph, it is show that 82.5% of people are read
magazines, but 17.5% of people are not read the magazines. This is very good for
digital magazines.

28
which magazines do you read?

S NO. Particular No of Respondent Percentage%

1 outlook 21 33.3 %
2 India Today 32 50.8 %
3 frontline 2 3.7%
4 Pratiyogita 8 12.7%
darpan

Interpretation: From the above graph, it is show that 50.8% of people says that
they prefer to read india today , 33.3% of people prefer to read outlook magazines,
12.7% people prefer to read pratiyogita darpan magazines and 3.7/% read frontline.
Its mean india today magazine attract more customers.

29
3. do you have internet connection

S NO. Particular No of Respondent Percentage%

1 yes 100 100%
2 No 0 0%
Total 54 100 %

Interpretation: from the above data we have found that 100% of people are using
internet .This data displays high scope of people will attract towards online books
,magazine and Newspapar.

30
4. What type of magazines do you like to read?

S NO. Particular No of Respondent Percentage%

1 Business 27 39.7 %
magazines
2 Political 24 14.3%
magazines
3 Fashion 3 17.5%
Other 54 28.6 %

Interpretation: from the above data we have found that 39.7% of people read
business magazines, 17.5 % read fashion related magazines and 28.6% read others
type of magazines. This data shows the good opportunity in the digital magazines
and newspapers.

31
 5. How often you read magazines?

S NO. Particular No of Respondent Percentage%

1 Regularly 17 11.1%
2 For information 21 49.2%
3 Whenever get 7 28.6%
bored
4 others 9 11.1%
Total 63 100 %

Interpretation: From the above graph, it is show that mostly 49.2% of people are
says that they read magazines to get some information related to anything and so
28.6% people read magazine for time pass , rest of them 11.1% read regularly . this
data represent that there is a scope in future for digital magazines and newspaper in
India. Digital newspaper in India is very bright future because of drastic changes
in traditional to modern Era.

32
6. How do you prefer to purchase your magazines?

S NO. Particular No of Respondent Percentage%

1 News stands 20 31.7%
2 bookstores 18 28.6%
3 online 25 39.7%
Total 63 100 %

Interpretation: From the above graph, it is show that 39.7% of people prefer to
buy magazines from online and 31.7% buy magazines from new stands and rest of
them buy it from bookstore which is 28.6%.

33
7. From what attribute mentioned , tick those which are best suited for the
magazines and newspaper?

Interpretation:

In above graph, its showing that 73% of people considered quality of content is
best suited for the magazines and newpaper.

34
8. On what basis you evaluate a magazine?

S NO. Particular No of Respondent Percentage%

1 price 27%
2 utility 44.4%
3 durability 6.3%
4 branded 12.7%
others 9.5 %

Interpretation: from the above figure we have found that 44.4 % people
considered utility of the magazine and newspaper and then 27% price.

35
9. How much time do you spend on social media?

S NO. Particular No of Respondent Percentage%

1 Timely delivered 12 19%
2 Easy access 35 55.6%
3 Updated content. 16 25.4%

Total 63 100 %

Interpretation: from the above figure we have found that 55.6% of people are
spend their money to buy e-magazines because of easy access so that they can
easily use the information more and 25.4% updated content.

36
10. What made you subscribe for the magazine?

S NO. Particular No of Respondent Percentage%

1 content 29 46%
2 Low price 10 15.9%
3 Suggested by 14 22.2%
friends
4 other 10 15.9%
Total 63 100 %

Interpretation: 46% of people say that content made them subscribe for the
magazines and newspaper. And 22.2% because of their friends suggest them ..

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11. Are you satisfied with the digital magazine and newspaper?

S NO. Particular No of Respondent Percentage%

1 Yes 52 17.5%
2 No 11 82.5%
Total 63 100 %

Interpretation: From the above graph, it is show that 82.5 % people sastified with
digital magazine and newspaper service.

38
12. Mention any feature you think digital magazine and newspaper should work on (if any):

S NO. Particular No of Respondent Percentage%

1 Cover page 16 25.4%
2 content 29 46%
3 Scrollable text 18 28.6%
Total 63 100 %

Interpretation: 46% of people are says that they referring to the content feature
of the digital magazines and newspaper should work on and others 28.6% are
saying to work on scrolling feature.

39
13. Do you agree that social media has the potential of affecting your
behavior?

S NO. Particular No of Respondent Percentage%

1 Tenhard 12 19%
2 Kindle 24 38.1%
3 Health.com 3 4.8%
4 other 24 38.1%
Total 63 100 %

Interpretation: 38.1% of people are agreeing that they prefer to use kindle and
others plate form for reading digital magazines and newspaper, 19% of people use
tenhard.

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14. Do you renew your subscription for digital reading platforms ?

S NO. Particular No of Respondent Percentage%

1 Always 13 20.6%
2 Rarely 39 61.9%
3 never 11 17.5%
Total 63 100 %

Interpretation: 61.9% of people are rarely renew the subscription for the digital
reading platforms and 20.6% are always renew and using the digital platform and
17.5% are never buy subscription of digital reading platform.

41
15. From how many years you are using digital platform for reading magazines and
newspaper?

S NO. Particular No of Respondent Percentage%

1 1-2 years 9 79.4%
2 2-4 years 15 11.1%
3 4-6 years 2 3.2%
4 More than 7 4 6.3%
years
Total 63 100 %

Interpretation: 79.4% of people say that they are using digital platform for
reading magazines and newspaper for 1-2 years for regular update of the
informations and 11.1 % are using digital platform for reading magazines for 2-4
years

42
Findings

• From the present study, the data analysis reveals that the majority of social
media users among the respondents are male and very females have
participated in the survey.
• The data from the survey shows that almost 71.4% of the respondents are 21
to 26 from the age group.
• Data from the survey shows that 82.5% of the respondents are read
magazines and newspaper.
• From the above analysis it is clear that 27.8% of the respondents are daily
spend 1-2 hr on social media platform for reading contents. Social media
plays a crucial role in connecting people and developing relationship which
enables us to grow in our careers and have more opportunities.
• Data from survey shows that 50.8% of the respondents reads magazines and
newspapers from the platform india today. to buy E-reading products online.
• From the above analysis it is clear that most of the people (44.4%) are
evaluate and buy magazines because of content and utility.
• The data from the survey shows that 39% of the respondents believe that
digital platform has the potential of affecting their behavior towards buying
magazines and newspapers.
• The data from the survey shows that 46% of the respondents are like to buy
subscription and renew it because of content and daily updates.

43
 Conclusion

Here we are towards the completion of internship project report. I like to recall that
as a sale and marketing trainee, The purpose of this study is to find out how people prefer
digital reading platforms for reading magazines and newspaper, The study specifically focused on
gaining information from this target market through a survey aiming to know consumer preference
towards digital magazines and newspaper. The majority of participants are belong to the age group
of 20-25 which shows that young people are generally more into reading. Among youngsters,
mostly there are students doing pos graduation are more interested in reading digitally magazines
and newspaper. They do read on a weekly basis for both school related activities as well as for
personal pleasure. People in the study prefer to read Newspapers and Novels through the
traditional platform and Newspapers and educational content through Digital platforms. As per the
Survey conducted The Peer groups usually influence people to read online magazines and
newspaper, it can be concluded that customers that prefer printed books are not get varieties of
more books, but those who prefer online magazines and newspaper They are highly satisfied with
the platform they choose for reading., the conclusion from this survey broadly helps to achieve the
objective of the study. However, it can be determined that People choose the platforms as per their
own interest.

44
Recommendations

• Increasing promotions by increasing the advertisement via various medium of

digital magazines and newspapers platforms.
• There should be a free trail available to check the quality of the books available
on our website.
• The development of the internet and then of social media has totally changed how people
view information. It used to be that you needed to read a book to gain a decent amount of
insight into a topics.
• focus on value addition on people’s life rather than just selling by being
virtually available to clear people’s doubt on magazines and newspaper.
• Customer retention. It is a normal saying that customer acquisition is good,
retention is better. This is because a customer retained is equal to five new
customers as the money spent for acquiring a customer is calculated to be five
times the money spent to retain a customer. From the information obtained
from Outlook, if was identified that Outlook does nothing for customer
retention. Outlook needs to formulate and implement customer retention and
loyalty programs to retain the customers.
• Greet the customers with exciting gifts during special occasions.
• Sell the subscription renewal at discount.
• Auto renewal of subscription.
• Allow grace period for subscription expiry

45
• Improved magazine – for customer satisfaction. From the market survey it was revealed that the
strengths of Outlook Magazine are Promotional Schemes and unbiased reporting. Its weaknesses
are its Content quality, Paper quality and Print quality so it should work on it to increase the
customer’s satisfaction. If the product is able to satisfy customers in its core product attributes,
then the customer will be tend to be loyal as their expectations are fulfilled. So to improve
customer loyalty and thereby increase voluntary sales outlook magazine has to work on its
weaknesses as expected by the customers of the magazine Since the quality of content and
coverage are subjective in nature, Outlook needs to identify what are weaknesses of the current
contents and coverage of the magazine as well as the customers’ expectations about them. For
thisOutlook should go for detailed survey and customers feedback so that it can understand the
customers’ expectations as far as content and coverage of the magazine are concerned. Once the
customer expectation is identified Outlook need to restructure the magazine by implementing the
customer requirements and demands in order to improve their satisfaction level which will in turn
boost the magazine as well as subscription sales.

46
 Limitations of the study

• Data sample was small that shows limited generalizability of the study
conducted. Sample size should be increased as it would cover more people in
the society and help create a better and accurate set of results.
• The people who participated in the survey were mainly from Delhi NCR , but
the study can be conducted on a broader scale by collecting data from different
parts of the world to get a better picture of the impact of digital marketing is
having on consumer buying process.
• Data was collected from the members of the population who were conveniently
available and able to participate in study. This may lead to a bias error and also
may be an untrue representation of the population.
• As the study was limited to a specific time period, i.e. November 2021. Thus, it
cannot be used to analyse behaviour over a period of time as the timing is not
guaranteed to be representative.
• In order to increase the level of focus of the study, objectives have been
narrowed down and the research only contains information on what needs to be
studied considering the objectives.

47
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 APPENDIX:

Blank copy of Questionnaire:

1. what is your name

____________________

2. your email id

____________________

3. age group

18-22

22-26

26-30

30-34

4. reading habit

Yes

No

5.do you like online reading

Yes

No

6.area of interest

sports

50
Health

Beauty

Fashion

7.Benefits of E-magazines according to you

_________________________________________

8.Do you suggest online and offline media

Online

Offline

9.How much time can you give in online reading per day

_______________________________________________

10.Are you satisfy with the price of digital magazine

Yes

No

51