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Consumer buying behaviour and preferences for TOI magazines
- 1. A Project Report on Consumer buying behaviour towards TOI Magazines Submitted by, Krunal Zaveri Som-lalit Institute of Management Studies PGDM 2014-2016
- 2. Magazines Filmfare Femina English & Hindi Hello Grazia Good Homes Lonely Planet Femina Spa and Saloon Home Trends Top Gear BBC Knowledge
- 3. Price & Target Audience • Rs 150Cover Price • MonthlyFrequency • Men • Women Target Audience Ladies Beauty Parlour and Saloons Boutique’s Jewellery shops Ladies Accessories shops Wedding Collection stores Wrist watch stores Saree shops • Rs 150Cover Price • MonthlyFrequency • Men • Women Target Audience Travel and tour companies Private travel agencies Cafes Architect and Designing Colleges (CEPT, NID)
- 4. • Rs 150Cover Price • MonthlyFrequency • Women • Fashion Designer's Target Audience Beauty Parlour Saloons Cosmetic and Accessories shops Fashion Designer Stores • Rs 125Cover Price • Bi- MonthlyFrequency • Student (5 to 12 Standard ) • Teachers Target Audience Schools Library Research and laboratory Tuition classes and education firms Teacher’s
- 5. • Rs 250Cover Price • MonthlyFrequency • Design & ArchitectTarget Audience Architects Interior Designer Any firm where there is waiting area Architect Student Design institute • Rs 120Cover Price • MonthlyFrequency • Men • Women Target Audience Home appliance stores Interior Designer shops Furniture showroom’s Pvt furniture companies
- 6. • Rs 60Cover Price • Fort Night (27 issues)Frequency • Women • Saloon's (Female) Target Audience Saloons Beauty Parlours Spa and Massage Parlour Fashion Designer • Rs 60Cover Price • Fort Night (26 issues)Frequency • Women • Men Target Audience Beauty Parlour’s Unisex Saloon’s Fashion Designer Clinic’s
- 7. • Rs 150Cover Price • MonthlyFrequency • Men • Automobile student's Target Audience Library Automobile Student’s Second hand car dealer Car Showrooms Car wash centre’s Car Traders • Rs 40Cover Price • MonthlyFrequency • Women • Saloon's (Female) Target Audience Saloons Beauty Parlours Spa and Massage Parlour Fashion Designer
- 8. Research Methodology • Survey through questionnaire TOTAL SURVEY= 120 • MALE = 69 • FEMALE=51 • EXISTING CUSTOMERS WHICH USES TIMES PRODUCT • MALE=13 • FEMALE=12 57% 43% Gender Male Female 52% 48% Existing customer Male=13 Female=12
- 9. Annual Income Income Male (69) Female (51) Up to 3 lakh 06 05 3 - 5 lakh 34 22 5 - 8 lakh 19 15 8 lakh and above 11 08 0 5 10 15 20 25 30 35 40 Up to 3 lakhs 3 - 5 lakhs 5 - 8 lakhs 8 lakhs and above Male (69) Female (51)
- 10. • Among this income group 3-5 lakh people were those who were spending on TOI of magazines. • They were 34 male 22 female • People earning between 5-8 lakh were the second most people spending our magazines • They were 19 males 15 female
- 11. Marital Status Marital Status Male (69) Female (51) Married 42 21 Unmarried 21 30 42 21 21 30 Male Married Male Unmarried Female Married Female Unmarried
- 12. Occupation Occupation Male (69) Female (51) Employed 26 32 Business 43 19 26 43 Male Employed Busines 32 19 Female Employed Business
- 13. Reading habits Reading habit Male(69) Female(51) News paper 39 15 Magazines 19 21 Books 09 10 Other 02 05 3919 9 2 Male News paper Magazines 15 21 10 5 Female News paper Magazines
- 14. Time Spending Time Male(69) Female(51) 10 min 20 35 10-30 min 29 12 30-60 min 12 03 More than 60 min 08 01 29% 42% 17% 12% Male 10 min 10-30 min 30-60 min more then 60 min 70% 24% 6% Female 10 min 10-30 min 30-60 min
- 15. Awareness MOST AWARED MAGAZINES FILMFARE (MALE=50/69, FEMALE=48/51) FEMINA (MALE=60/69, FEMALE=45/51) TOP GEAR (MALE 66/69, FEMALE=20/51) 50 60 66 Male Filmfare 80 Femina 56 Top gear 55 48 51 20 Female Filmfare 58 Femina 55 Top gear 5
- 16. MODERATLY AWARED HELLO (MALE=20/69, FEMALE=47/51) LONELY PLANET (MALE=30/69, FEMALE=12/51) GRAZIA (MALE=15/69, FEMALE=35/51) GOOD HOMES (MALE=32/69, FEMALE=25/51) 20 3015 32 Male Hello 42 LP 40 Grazia 15 G Homes 32 47 12 35 25 Female Hello 47 Lp 12 Grazia 35 G Homes 25
- 17. LEAST AWARED HOME TRENDS (MALE=12/69, FEMALE=10/51) KNOWLWDGE (MALE=20/69, FEMALE=7/51) 12 20 Male Home T Knwlg 17 7 Female Home T 17 Knwlg 7
- 18. Male (69) Female (51) Fashion(10) Fashion(26) Bollywood(0) Bollywood(10) Beauty(0) Beauty(6) Automobile(20) Automobile(0) Design(19) Design(5) Interior(7) Interior(2) Travel(11) Travel(2) Knowledge(2) Knowledge(0) Others(0) Others(0) Area of Interest 14% 0% 0% 29% 28% 10% 16% 3% 0% Male Fashion Bollywood Beauty Automobile Design Interior Travel Knowledge Others 51% 19% 12% 0% 10% 4% 4% 0% 0% Female Fashion Bollywood Beauty Automobile Design Interior Travel Knowlege Others
- 19. Facrors Male (69) Female (51) Price 23 8 Content 4 10 Cover Page 15 15 Stories 8 8 Advertisement 2 4 Interview 5 6 News 10 0 Frequency 2 0 others 0 0 23 4 15 8 2 5 Male Price Content Cover page Stories Ads Interview 8 10 15 8 4 6 0 0 0 Female Price Content Cover page Stories Ads Interview News Factors which makes magazine attractive
- 20. Awareness Male(69) Female(51) Yes 41 38 No 28 13 59% 41% Male Yes NO 75% 25% Female Yes NO Awareness about TIMES magazines
- 21. consumer behaviour for old customer 52% 48% Male 13 Female 12 Sample size of questionnaire TOTAL = 25 MALE = 13 FEMALE=12
- 22. Less then year 1-3 year 3-5 year More then 5 year 3 7 6 9 How long they been customer of TOI less then year 12% 1-3 year 28% 3-5 year 24% more than 5 year 36%
- 23. Price Service Content Switchover Others 12 5 6 0 2 Parameters for magazines to subscribe or unsubscribe 48% 20% 24% 0% 8% Price Service Content Switchover Others
- 24. Factor No. of falls Price 8 Variety 4 Cover story 0 In depth analysis 9 Current Affairs 2 Special Columns 1 View Point 1 Factor Affects their subscription Decision 33% 17% 0% 38% 8% 4% Price Variety Cover story Indepth analysis Current affairs Special Coloumns
- 25. Very Satisfied 8 Mostly Satisfied 16 Dissatisfied 1 Very Dissatisfied 0 Satisfaction Level 32% 64% 4% 0% Satisfaction level Very Satisfied Mostly Satisfied Dissatisfied Very Dissatisfied
- 26. Pararmeter Agreed Not agree We deserve loyalty 12 13 Loyalty has grown 15 10 We value people & relationship 18 7 48% 52% We Deserve your loyalty Agreed Not agree 60% 40% Loyalty has Grown Agreed Not Agree 72% 28% We value people & relationship Agreed Loyalty Level Followed by each statements
- 27. They join TOI again The sample size is 25, out of 25, 5 subscriber subscribed again 20% 80% Productivity Subscribed Not Subscribed
- 28. Factors that we used • Personal – Personal factors which includes profession, qualification, and interest. In this we can pitch our all kind of magazine depending on the customer profession, qualification or interest. • Psychological – Brand image (Times , BBC), Customer satisfaction (BBC Knowledge, Lonely planet, Top gear, Hello) • Emotional and Motivational – Perks and freebie (Femina spa and saloon) • Economical – Discounts, 50% off , same price renewal (Femina Hindi and English, Filmfare)
- 29. Findings from Survey • Many of the readers say that they do not have sufficient time to read all the issues. • Women Prefers Femina and Good homes, Youngsters (boys) Top Gear, Girls prefer Femina, Grazia, and Filmfare. • Few of them said that they find such magazines to be very much costly. But they feel that promotional offers can motivate these readers to subscribe such magazines. • Student preparing for competitive exams are interested for educational and general knowledge and we have BBC knowledge but we faced sum language problem with them as they need it in a regional language. • We also faced sum customers who were facing the magazine delivery problem. • Number of issue of Filmfare and Femina are the most attractive thing. • Freebies with Femina spa and saloon are motivating customers to subscribe it, if sum more freebies will be given with our least aware magazines, it will increase our sale.
- 30. Conclusion • From all this we want to conclude that 50% off scheme and the freebie are the positive part of the company but the gift demo should be showed to attract and motivate them to purchase the magazines. • If we can facilitate a mobile application for magazine then it will create a good impact. • And Increased in number of issues other magazines can also increase the sale especially for Femina sap and saloon and BBC Knowledge. • Company must keep on giving such promotional offers to the readers so as to attract them and they must make sure that the readers and their target audience is aware about these offers so that they can take the benefit of such offers. • Hotel’s need magazine specially related to hotels like the magazine Hotelier. • From the all above study it's also concluded that for the awareness regular promotions and advertisements is required. • Cross promotions is a good way to promote the sub product by the mother product, regular advertisements is required to promote for good and strong awareness. • Events can be arranged to promote the particular magazines, like for BBC is found less aware by the above study so events for knowledge in schools and any knowledge and science seminars and fairs.
- 31. LIMITATIONS • The report is carried out with great ease even though it has certain limitations which are as follows: • One of the big limitations of the report is that by taking just 120s sample size, we cannot conclude or measure the whole Ahmadabad city. • One other limitation is that we cannot know or measure the activeness of the respondent while filling the questionnaire.
- 32. Sales Report Product Wise Sales No. of Customers Approached 184 No. of Customers filled Survey 120 No. of Orders archived 44 Magazine Target Given Target Archived Femina 16 11 Femina Hindi 6 6 Filmfare 7 5 Top Gear 2 0 BBC knowledge 13 5 Good homes 3 4 Lonely planet 6 1 Grazia 2 3 Hello 4 2 Home Trends 2 2 Femina Spa saloon 0 5 Total 61 44
- 34. Target Given 61 Target Archived 44 Productivity 58% 42% Sales Target Given Target Archived Strike Rate Strike Rate = Sales/No. of opportunity =44/120 =0.3666 =36.66 %