A REPORT ON SUMMER INTERNSHIP For WORLD INBOX MAGAZINE, BHAVNAGAR

Submitted to FACULTY OF MANAGEMENT STUDIES (FMS) INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM) CHAROTAR UNIVERSITY OF SCIENCE AND TECHNOLOGY (CHARUSAT) CHANGA

Prepared by MANOJ BHALANI ID NO: 12MBA006 Semester III, Second Year MBA PROGRAMME

Under the Guidance of Mr. RAJESH SADHWANI

INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM) CHAROTAR UNIVERSITY OF SCIENCE AND TECHNOLOGY (CHARUSAT) AT & PO CHANGA 388 421 TA: PETLAD DIST: ANAND, GUJARAT JUNE 2013

CHAROTAR UNIVERSITY OF SCIENCE AND TECHNOLOGY (CHARUSAT) FACULTY OF MANAGEMENT STUDIES (FMS) INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM) MBA/PGDM PROGRAMME (BATCH 2012-14)

CERTIFICATE

This is to certify that Mr. Manoj Bhalani (ID. NO. : 12MBA006) student of MBA Programme (Batch 2012-2014) has prepared / presented the Consumer Buying Behavior of World Inbox Magazine as a part of his Summer Internship Programme / Training undertaken at World Inbox Magazine, Bhavnagar during MayJune,2013. The report has been submitted as a part of partial fulfilment of the requirement for the award of the Degree of Master of Business Administration (MBA) of Indukaka Ipcowala Institute of Management (I2IM) under Faculty of Management Studies, a constituent of Charotar University of Science and Technology (CHARUSAT), Changa.

(Mr. Rajesh Sadhwani) Project Guide

Dr. Govind Dave Dean & Principal

Date: 30th June 2013 Place: Changa

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DECLARATION

I Manojkumar N. Bhalani Student of two-year MBA Program at Indukaka Ipcowala Institute of Management (I2IM) hereby declare that the report on summer training and project work entitled A Study on World Inbox Magazine is the result of my own work. I also acknowledge the other works in the reports.

Place: Changa Date: 30.06.2013 Manoj Bhalani

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PREFACE

True learning is born out of experience and observation practical experience is one of the best types of lemmings that one can remember throughout the life. As a student of MBA I got an opportunity to get training in the industry. The main object of practical training is to develop practical knowledge and experience and awareness about industrial environment and business practices as a supplement to theoretical studies of administration and management.

As the part of our MBA syllabus we are supposed to visit an industry and under its working based on the information imparted by the authorities of the consult industry. We prepare a report in which we try to finish all the information issued from the unit.

Practical training is very helpful for our development and object of preparing excellent future managers. In order to achieve this objective CHARUSAT has adopted a special subject of training in the MBA syllabus.

I have tried by my best to present all the information, which was provided during 8 week periods. I hope that the report prepared by me satisfied all contains of the syllabus.

Manoj Bhalani 97377338389 E-mail: manojbhalani@gmail.com

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ACKNOWLEDGEMENT

With great pleasure and a deep sense of gratitude, I take this opportunity to thank all, who have helped me directly or indirectly in preparing this report for my industrial training.

I am greatly thankful to the management of the World Inbox Magazine for allowing me to take training in their organization and giving all possible help and guidance during the training period.

I am heartily thankful to Mr. Rushi Chalaliya (Proprietor- World Inbox Magazine) for granting permission. I am especially thankful to our external Guide Mr. Anil Makvana and his colleague, for giving relevant and necessary guidance. I am thankful to all the officers for giving me warm support & providing me the necessary information and helped me. I am also thankful to the customer and reader of a World Inbox Magazine for giving necessary information and fill-in a questionnaire.

I would like to thank Dr.Govind Dave sir and Rajesh Sadhwani sir who give me sufficient knowledge and guidance for preparing this report for my industrial training and all those who have directly or indirectly helped me in making this project report possible.

EXECUTIVE SUMMARY

As a partial fulfillment of my MBA curriculum I have undergone Eight week summer training at World Inbox Magazine and prepared my summer training project on Consumer Buying Behavior of the World Inbox Magazine. The project is titled Consumer Buying Behavior for World Inbox Magazine. The main objective of the study was to know the customer buying behavior and their decision when they purchase/subscribe Magazine.

World Inbox Magazine is a Privet Ltd company is a publishing house who publishes a magazine for competitive exam. The company provides me the opportunity to get knowledge about publication industry. Their experience and expertise proved helpful to understand about this industry.

The Research Study was confined to Bhavnagar city and subscriber with a sample size of 100. We have primary data through a questionnaire. We have also been provided the data bank which we have used as secondary data. During project work we organize school and college campaign for marketing of world Inbox. It was a wonderful experience to talk with so many people.

The findings & conclusions of the study are given at the end keeping in mind the objectives of the study. The suggestion & recommendation based on the opinion are given for the action.

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TABLE OF CONTENTS Contents

1. 2. INTRODUCTION ................................................................................................. 3 1.1 Introduction About World Inbox Magazine ........................................................ 3 COMPANY INFORMATION............................................................................... 4 2.1 A Brief History .................................................................................................... 4 2.2 Evolution of the Company ................................................................................... 5 2.4 Organization Structure ......................................................................................... 7 2.5 Product of the Company ...................................................................................... 8 2.6 Company Profile .................................................................................................. 9 2.7 SWOT Analysis of World Inbox Magazine....................................................... 10 3. FUNCTIONAL AREAS ......................................................................................... 11 3.1 MARKETING DEPARTMENT ........................................................................ 11 3.1.1 Introduction ................................................................................................. 11 3.1.2 Organization Structure of Marketing Department ...................................... 12 3.1.3 Market Segmentation .................................................................................. 13 3.1.4 Market Share of World Inbox Magazine .................................................... 15 3.1.5 New Product Launch................................................................................... 16 3.1.6 Market Research Form ................................................................................ 17 3.1.7 Product Sales Volume over Last Few Years............................................... 18 3.1.8 Channel of Distribution............................................................................... 19 3.1.9 Customer Feedback ..................................................................................... 20 3.1.10 Sales Promotion ........................................................................................ 21 3.2 PRODUCTION/OPERATIONS FUNCTION................................................... 22 3.2.1 Manufacturing Product and Process ........................................................... 22 3.2.2 Material Handling Equipment Used ........................................................... 23 3.2.3 Raw Materials Used and Their Sources ...................................................... 23 3.2.4 Inventory Management and WIP ................................................................ 23 3.3 HUMAN RESOURCE MANAGEMENT ......................................................... 24 3.3.1 Introduction ................................................................................................. 24 3.3.2 Organization Structure of HR Department ................................................. 25 3.3.3 Recruitment ................................................................................................. 26 3.3.4 Selection ...................................................................................................... 27 3.3.5 Employees Training .................................................................................... 28 3.3.6 Promotion and Transfer Policy ................................................................... 29 3.3.7 Wage and Salary Structure.......................................................................... 30

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4. OVERVIEW OF PROJECT .................................................................................... 32 4.1 Meaning of Research ......................................................................................... 33 5. RESEARCH METHODOLOGY............................................................................. 34 5.1 Consumer Buying Behavior ............................................................................... 35 5.2 Literature Review............................................................................................... 36 5.3 Problem Definition............................................................................................. 38 5.4 Research Gap ..................................................................................................... 39 5.5 Research Objectives ........................................................................................... 40 5.6 Variables ............................................................................................................. 41 5.7 Research Design................................................................................................. 42 5.8 Source of Data.................................................................................................... 43 5.9 Research Instrument........................................................................................... 44 5.10 Sampling Plan .................................................................................................. 45 6. 7. 8. 9. DATA ANALYSIS & INTERPRETATION....................................................... 46 FINDINGS ........................................................................................................... 57 SUGGESTION .................................................................................................... 59 LEARNING FROM THE STUDY ...................................................................... 60

10. CONCLUSION ...................................................................................................... 61 11. LIMITATION OF THE STUDY ........................................................................... 62 12. BIBILIOGRAPHY ................................................................................................ 63 13. ANNEXURE.......................................................................................................... 64 13.1 QUESTIONNAIRE ......................................................................................... 64 13.2 ONLINE SURVEY QUESTIONNAIRE ........................................................ 66 13.3 DATA COLLECTION .................................................................................... 69

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LIST OF FIGURE
FIGURE 1 ORGANIZATION STRUCTURE OF WORLD INBOX MAGAZINE..... 7 FIGURE 2 ORGANIZATION STRUCTURE OF MARKETING DEPARTMENT . 12 FIGURE 3 PRODUCT BASE MARKET SEGMENTATION ................................... 13 FIGURE 4 AREA BASIS MARKET SEGMENTATION .......................................... 14 FIGURE 5 MARKET SHARE OF MAGAZINE INDUSTRIES ............................... 15 FIGURE 6 NEW PRODUCT LAUNCH IN WORLD INBOX...16 FIGURE 7 MARKET RESEARCH FORM ................................................................ 17 FIGURE 8 SALES VOLUME OF LAST FIVE YEARS....19 FIGURE 9 MANUFACTURING PRODUCT AND PROCESS .................... ERROR! BOOKMARK NOT DEFINED. FIGURE 10 ORGANIZATION STRUCTURE OF HR DEPARTMENT ...... ERROR! BOOKMARK NOT DEFINED. FIGURE 11 PROPORTION OF MALE & FEMALE RESPONDENT ..................... 46 FIGURE 13 RESPONDENT OCCUPATION ............................................................ 48 FIGURE 14 PURCHASE REQUIREMENT OF MAGAZINE .................................. 49 FIGURE 15 INFORMATION SOURCE .................................................................... 50 FIGURE 17 EVALUATION OF ALTERNATIVES .................................................. 52 FIGURE 19 LIKE TO BUY WORLD INBOX MAGAZINE..................................... 54 FIGURE 20 POST PURCHASE BEHAVIOR ............................................................ 55 FIGURE 21 RECOMMENDING WORLD INBOX MAGAZINE TO OTHER ........ 56

PART I

1. INTRODUCTION

1.1

Introduction of World Inbox Magazine

World Inbox is an educational magazine comprising General Knowledge, General Awareness, General Study and General Science. World Inbox comes with an ethereal experience. Usually the troubles faced by students are lack of proper guidance, literature, counseling for career & course. The disoriented self of student gets confused by too much amount of stuff inhabiting in the market. Competitive exam literature hanging in the stalls, classes, educational institutions, internet content put you into an indecisive condition. Students do not need different pills and need a tablet containing all the vitamins. Here youll be given a Magazine Mall. For people needs, no need to go to different sources, pick up world Inbox and you are sorted. It gives you a rifle range. Designing specially for students we have variegated it from world watch, economic special, sharp mind, sports zone, business, person in news, interviews, technology update, contemporary issues, awards, general knowledge of books, book review, model papers, question bank, vocabulary, games, laughing bytes etcetera in order to not to let people down at any fronts and to make them meet with firmament. Wasnt that enough? It is the only magazine which also provides overseas education, admission, guidance, career counseling, job trainings and seminars

2. COMPANY INFORMATION
2.1 A Brief History To keep people ahead of any competition under the sun, world Inbox has seen the light of the day. Despite this any age group of people will find the readership of it useful at any point of time. On top of it such myriad words come to people at an extremely nominal cost so anyone can subscribe this. The phenomenon of neologism is taking place. Word is not circling any more it is in your box, wishing all the success for people.

Mr. Rushi Chalaliya is founder of World Inbox Magazine. He felt glad to start small unit at that time but nowadays world Inbox magazine comes one of the success magazine in the competitive exam magazine segment, and company also publish various types of book for competitive exam.

Mr. Rushi was worked in divvy Bhaskar newspaper as an editor so that he has good experience for publication. He really wants to help student those appeared in competitive exams due to this purpose in 2010 he starts publish magazine in English language. But in 2011 company publish Magazine in Gujarati language for cover large market share and can help those students who wants to give aptitude entrance in English as well as Gujarat language.

Due to teamwork and perfect management by Mr. Rushi Chalaliya World Inbox Magazine becomes a successful magazine in all over Gujarat.

2.2 Evolution of the Company

It is a humble effort to bring it to notice that World Inbox Magazine has tried to make a revolution of its small level with its Compaq issues, quality content, decent design and altruism for the student in their respected reading. The magazine comprises of General Awareness, General Knowledge, General Science, General Study and many more. Liberty Gujarati Latest Fact In General Knowledge Magazine comes at 10th date of every month where world Inbox comes at 7th date of every month. In this competitive market time world Inbox growing faster, book stall told that world Inbox ceiling had double its selling, and achieved 40% growth in starting and still growing. About content quality of World Inbox Magazine White page better than Liberty Gujarati but in between it gives the paper in substandard white pages. 30% pages are off white, 70% are nice and pure white, Same as Navneet quality pages. In this Liberty Gujarati is giving all pages of white and little less thick. So world Inbox is a complete revision of newspapers of Gujarati.

Vartman Pravaho Rojinda Banavo(Current Affairs) Vyakti Visesh(Persons In News) Ganit(Maths) Prashno (Que N Ans) Nibhand Lekhan Spardha (Essay Competition) Vistrut Nodh Banavo Par (Lucid Note On C.Affairs) Vishwa Na Banavo(World) Desh Na Banavo(Country) Rajya Na Banavo (State)

2.3 Vision and Mission

Mission World Inbox magazine aim is to get the candidate placed with the best brands; either the candidate is looking for a better career opportunity or looking for a job for the first time. We are here for you to find the right opportunity, one that enhances your skill and rewards your experience

Vision To decline educational-unemployment

2.4 Organization Structure

EDITING DEPARTMANT
Parth Bhatt Umesh Shah Namrta Chauhan Dhiner Baraiya

MARKETING DEPARTMANT
Dhaval Rathod Sachin Sharma

ACCOUNT DEPARTMANT
Bhavin Badheka

OWNER/EDITER
(Rushi Chalaliya)

DISTRIBUTION

DEPARTMANT
Kaushik Patel

PRINTING DEPARTMENT
Jignesh Bhanva

DESIDNING DEPARTMANT
Vishal Rajyguru

Figure 1 Organization Structure of World Inbox Magazine

2.5 Product of the Company

WORLD INBOX MAGAZINE World Inbox General Study Paper Set World Inbox General Knowledge Book World Inbox Sahity Book World Inbox Gujarati Literature booklet for competitive exam.

World Inbox Geographic booklet for competitive exam.

2.6 Company Profile

Name Address

: :

World Inbox Magazine World Inbox Magazine 1935/A, First floor, Office No. 10, Girikandara Plaza, Near Sardarnagar. Bhavnagar-3640010

Phone No. Fax No. E-mail Website Form of organization Date of Establish Circulation

0278-2564445 0278-6548558

0278-2564445 info@worldinboxmag.com www.worldinboxmag.com

Privet Ltd. Company

: October 2010. : 21000 Magazine Per Month

2.7 SWOT Analysis of World Inbox Magazine

STRENGHTS A magazine is totally devoted for student as well as all age gender. Magazine cover syllabus for UPSC, GPSC, PSI, Constable, TET, TAT, Bank Exam, RRB, SSC, Air-Force, Navy, NDA, and MBA Exam. Magazine content provides a wide-angle view for the student.

Attractive free booklet scheme World Inbox Magazine is the most authentic magazine general awareness and currant issues

WEAKNESSES Gujarati language is a barrier especially for outside of the Gujarat. Magazine targeting only to the student of the society. Its content includes knowledge for aptitude exam and general awareness. So old age people would be feeling separated from the product. It covers only aptitude test related news and information so reader cant get any other information from this magazine. OPPORTUNITY As one of the considerable limitations of the magazine is its language, it could be launch in other English & Hindi languages. By this way an untapped market of India can be covered.

Magazine can be launched twice in a month.

By providing e-magazine company can cover those people who believe in technology. Detailed and informative content is also another aspect that can be made much more impressive. THREATS Magazine war introduces more and more supplements with their mother copy so people are fulfilling their needs. The particular book for spesific exam may effect on sales of magazine. Government increases FDI up to 51 % so the foreign businessman will also enter in this segment of the Magazine and Book industry.

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3. FUNCTIONAL AREAS

3.1 MARKETING DEPARTMENT 3.1.1 Introduction

The market is a sender around which marketing activities revolved. In roman language market is a place where buyers and sellers meet personally to finalize the deal after personal inspection but in actual manner it is not only a place for change. It is an atmosphere or a region in which a force of demand and supply operate directly and indirectly to bring about a transfer in the title of goods and services.

Marketing is an important component of business. It is that potential force while commands high significance for the society as a whole. It satisfies human wants and also serves as an instrument for economic growth and social welfare. Large scale production is possible mainly because of support of marketing system. Moreover marketing activities are fast growing all over the world.

The World Inbox Magazine is a small scale organization and is a manufacturer of Magazine and book for competitive exam, so thats why company marketing department plays a significant role in development. World Inbox Magazine has a marketing department for performing well. Company owes monopoly in its products and service. The main fuction of marketing department is to identify the wants and need of customer and than try to satisfied them by providing usefull Magazine.

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3.1.2 Organization Structure of Marketing Department The planning of the work is done in organizing. It plays a very important role in the marketing department as it includes the plans which are related to increasing the customers as well as the production.

The World Inbox Magazine is a very small company but planning for marketing becomes more important. The marketing department of the World Inbox Magazine is at Ahmadabad and Bhavnagar. This is control over all Gujarat market. Following is the organization structure of the World Inbox Magazine.

ORGANIZATION STRUCTURE

ONER (Rushi Chalalia)

MARKETING HEAD (Sachin Sharma)

CIRCULATION HEAD (Kaushik Patel)

ADVERTISING HEAD (Dhaval Rathod)

DESIGNING HEAD (Vishal Rajyaguru)

Figure 2 Organization Structure of Marketing Department

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3.1.3 Market Segmentation

The concept of market segmentation is based on the fact that the markets of commodities are not homogeneous but they are heterogeneous. Market represents group of customers having common characteristics but two customers is never common in their nature, habits, hobbies, income and purchasing techniques. They differ in their behavior and buying decisions. On the basis of these characteristics, customers having similar qualities are grouped in segments. The characteristics of customers of one segment differ with those of other segments. In this way market segmentation refers to the various segments of the market based on the common characteristics of the customers.

The market for the product of the World Inbox Magazine is very widespread. It covers all parts of the subcontinent of Gujarat. Segmenting the market in the World Inbox Magazine is on the basis of the following two ways

Product Base Market Segmentation

PRODUCT BASE MAGAZINE

Figure 3 Product Base Market Segmentation

BOOK

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Area Basis Market Segmentation

WESTERN ZONE (Baroda)

SOUTHERN ZONE (Surat)

HEAD OFFICE (Bhavnaga)

NORTHEN ZONE (Ahemdabad)

EASTERM ZONE (Rajkot)

Figure 4 Area basis Market Segmentation

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3.1.4 Market Share of World Inbox Magazine

World Inbox Magazine always tries to best develop so that nowadays the company is a market leader in the aptitude magazine segment. Due to different research and well and upstanding consumer behavior world Inbox provides more book and booklets after establishment. The product selling of the past year shows as that World Inbox Magazine is a develop company. World Inbox Magazine issue 21000 magazines per month. The company has 7000 subscriptions and 14000 retail customers.
Industry Market Share 40% World Inbox Magazine 30% Liberty Publication 10% Kiran Magazine 10% Akshar Publication 10% Other

Market Share
10% 10% 40% 10%

30%

World Inbox Magazine Akshar Publication

Liberty Publication Other

Kiran Magazine

Figure 5 Market Share Of Magazine Industries

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3.1.5 New Product Launch In 2010 the company has only one magazine, due to continuing development and Market Research Company can launch several new products in the market and also make it as successful as the other.

New products launch process in World Inbox Magazine

Market Research and identified reader need and wont

Product decision and product designing Testing product by free sampling in school and college Advertisement in own magazine and news paper
Figure 6 New products launch process in World Inbox Magazine

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3.1.6 Market Research Form

Figure 7 Market Research Form

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3.1.7 Product Sales Volume over Last Few Years

At the time for lunch in 2010 magazine is in English language so that the company can sale only 1800 magazine per month. But after and of 2010 company lunch magazine in Gujarati language and can increase sale in the market. The past year data show continues incensement on sale of magazines.

No. 1 2 3 4

Year 2010 2011 2012 2013

Sales Volume(Monthly) 1800 6000 1700 21000

Sales Volume(Monthly)
25000 20000 15000 10000 5000 0 2010 2011 2012 2013 Sales Volume(Monthly)
Figure 8 Product Sales Volume over Last Few Years

21000 17000

6000 1800

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3.1.8 Channel of Distribution The marketing system of any country is made of vast manifestation of the Organization and individuals. This individual and institutions act as a connecting link that connects the makers of the product with the people or Organization that consume the product. The goods produced in the World Inbox Magazine are sold through two channels, which are as under

Company

Company

Agent
Post

Book Shope

Customar

Customar

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3.1.9 Customer Feedback Customer feedback is the main marketing function which is very important to know customer need and want from the company. Its also helpful for quality improvement and brand creation. Due to this function manager can aver consumer satisfaction.

For any magazine company Customer feedback is very important for more satisfaction and improve the quality so that World Inbox always try and motive that their customer give feedback so that company perform well. World Inbox use some tool for customer feedback as under.

Tools of feedback use by World Inbox Magazine

Feedback by post feedback letter

Feedback by E-mail Feedback by research questionnaire and feedback form Feedback on Company website

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3.1.10 Sales Promotion According to American Marketing Association (A.M.A), These marketing activities, other than personal selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness such as the display shows and exhibitions, demonstrations and various non-recurrent selling efforts not in the ordinary routine. The main objective of sales promotion activities is as follows, Providing information about a product. Reducing seasonal decline. To keep the memory alive. To include middlemen to purchase more products. To face the competition successfully. To change the marketing strategies and policies keeping in view the strategies and policies of the competitors.

Tools and devices of sales promotion which is followed by World Inbox Magazine are as follows,

1. Consumer Promotion Free Magazine Samples Free Related Book Samples Premium Discount 2. Middlemen Promotion Free Gifts Sales Contest Advertising Materials Credit Facility 3. Sales Force Bonus to Sales Person

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3.2 PRODUCTION/OPERATIONS FUNCTION

3.2.1 Manufacturing Product and Process

World Inbox produces Magazine for general knowledge as well as aptitude exam use. All are magazine printed at the Bhavnagar unit. World Inbox has one manufacturing units which are in Bhavnagar GIDC. The process for a magazine is as under.

Input

Data Collection Classification of Data Design Data in to Magazine Format

Rechecking Data and Find Error

Printing Process Magazine and Books
Figure 9 Manufacturing Product and Process

Out Put

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3.2.2 Material Handling Equipment Used World Inbox produces Magazine for general knowledge as well as aptitude exam use so that company requires computer for designing and printing machinery for printing magazines

3.2.3 Raw Materials Used and Their Sources For the printing Magazine and book company required paper and related materials. Company purchased printing material on the basis of contract.

3.2.4 Inventory Management and WIP The company has 15 day inventory raw materials and 30 days of WIP. Company issue monthly magazine so that company requires this long WIP.

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3.3 HUMAN RESOURCE MANAGEMENT

3.3.1 Introduction In the present business world, manpower is one valuable asset of every business organization. Its stability, growth and prosperity depend on efficient, loyal and creative people. Naturally, every organization must attract, maintain, develop, motivate and utilize such manpower in a purposeful manner. Certain factors such as rapid industrialization, expansion in the size of the business unit, extensive use of new technology in production activities, introduction of modern automates plants, extensive use of computer technology are also responsible for growing the significance of personnel management.

Modern manufacturing plants as well as business offices need highly educated, trained and skilled manpower to use and handle new machines, tools, technologies and systems.

This indicates the growing importance of manpower or personnel management. Moreover its importance is bound to increase rapidly in the new millennium.

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3.3.2 Organization Structure of HR Department

OWNER (Rushi Chalaliya)

STAFF
Figure 10 Organization Structure of HR Department

From above chart we can say that the World Inbox Magazine has line management. All the staff comes under the proprietor of the company and they are reported to them, because World Inbox Magazine is a small unit and not require more people for business operation.

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3.3.3 Recruitment

In simple words recruitment means to repute, recruitment can be done at our home also by recruiting the maid servant. We are reputed the servant by giving them employment similarly an organization will also recruit the staff. Recruitment is the process of searching for prospective employees and stimulating them to apply for jobs in the organization. In the recruitment process, the available vacancies are given wide publicity and suitable candidates are encouraged to submit applications so as to have a pool of eligible candidates for scientific selection. Recruitment is a positive function in which publicity is given to the jobs available in the organization and interested candidates are encouraged to submit applications for the purpose of selection. World Inbox Magazine is a small unit and not require more people for business operation, human resource planning has done by the owner of the company where aver requirement.

Sources of Recruitment Generally World Inbox parson is recruit employee whom they know very well and relative person, so we can say that the World Inbox manager is recruiting on internal sources of recruitment.

World Inbox Magazine gives information for competitive exam so that company helping people for recruitment.

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3.3.4 Selection

Everywhere selection is very important as we in life choose or select our friends who have a quality to attract us. Similarly for the organization it is compulsory to select the staff. Who can make organization to achieve its goal?

Selection is the process of choosing the suitable candidates out of many interested candidates. It is a process of selecting the best and rejecting the rest. This is the process of selection in the World Inbox Magazine is simple because company generally recruitment as an internal source for recruitment.

Selection is a negative function as it relates elimination of unsuitable candidates. Right man for the right job is the basic principle in the World Inbox Magazine. As the wrong selection will create problems for the unit so they need to perfect in the selection.

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3.3.5 Employees Training No one in this world is perfect but everyone tries to be perfect by getting knowledge from everywhere. They take training to increase their internal capacity. While working in the industry the workers need training for knowing the unit's strategy for their technologies etc.

Training plays an important role in human resource development. It is necessary and useful in the case of all categories of operative employees, supervisory staff and managers. Training raises their skills and creates confidence and ability to perform the job efficiently. It also facilitates self-development and career development of employees. In fact, the main purpose of training is to develop the human resources present within the employees.

Training is the watchword of present dynamic business world. Training is necessary due to technological changes rapidly taking place in the industrial field. New machines, new methods and new techniques are introduced in the production, marketing and other aspects of business.

The world Inbox Magazine is a sample unit and company have no requirement any special machinery so that company provide training as an on the job training. In company, employee has to give computer designing training. So that company use on job training method.

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3.3.6 Promotion and Transfer Policy PROMOTION Promotion is the vertical movement of an employee within the organization. Promotion refers to the upward movement of an employee from the job to another higher one will increase in salary, status and responsibilities. Promotion may be temporary or permanent depending upon to need of the organization. Mainly promotion is given on the following basis,
A. Seniority B. Performance A.

Seniority

In World Inbox Magazine promotion is given on the basis of seniority. They also take into consideration in the performance appraisal system but the organization believes that more experience of same work prepares skillful man in his work. So seniority is very important for promotion.
B. Performance

In the World Inbox Magazine there is the policy to give promotion on the basis of seniority. As the organization believes that affiance of the employee increase along with time and experience so the same time the quality of work and the result of performance approved is also taken into consideration.

TRANSFER Transfer refers to employees within the same grade, from one job to another. Generally, companies may transfer the employee to the place where he/she can prove more useful and effective. World Inbox Magazine There is no transfer policy only internal transfer is there. It means from one branch to another one. The transfer is applied from one branch to another branch.

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3.3.7 Wage and Salary Structure In World Inbox Magazine company salary is given according to employee work and his designation. There are no fix wage and salary structure in the company. Along with the salary following benefits is included in it: Basic Salary Dearness Allowance Medical Allowance Conveyance Facility Petrol Reimbursement Bonus Travel Allowance

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PART II

31

A project report

On
CONSUMER BUYING BEHAVIOR OF WORLD INBOX MAGAZINE

In the area of Marketing

For
WORLD INBOX MAGAZINE

Submitted to
FACULTY OF MANAGEMENT STUDIES (FMS) INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM) CHAROTAR UNIVERSITY OF SCIENCE AND TECHNOLOGY (CHARUSAT) CHANGA

Presented by
Manoj Bhalani (12MBA006)

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4. OVERVIEW OF PROJECT

4.1 Meaning of Research In common words, research refers to a search for knowledge. Research can be defined as a scientific and systematic search for information on a specific search for information on specific topics. Actually, it is a voyage of discovery. In other words, research is an academic activity. Research comprises defining the problem collecting data, evaluating data, formulating hypothesis, reaching conclusion and testing the conclusion whether they fit the formulating hypothesis. It is the pursuit of truth with the help of study, observation, comparison and experiment. In short, the search for knowledge through objective and systematic method of finding a solution to the problem is research.

In simple word, research is method/techniques of findings facet of a particular topic by collecting, formulating and analyzing the data from real field and find a solution for it. Thus, research is an origin contribution to the existing stock of knowledge making for its advancement.

Research is thus, an original contribution to the existing stock of knowledge making for its advancements. It is a pursuit truth with the help of study, observation, comparison and experiment. As such the research refers to the systematic method consisting of enunciation the problem , formulating the hypothesis , collecting the facts or data, analyzing the facts and reaching for the conclusions either in the form of solutions towards the connected problem or in certain generalizations for some theoretical formulations.

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5. RESEARCH METHODOLOGY

The research methodology is a way to systematically solve the research problem. In research methodology we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. The researcher not only need to know research methods or techniques but also need to know which of these methods or techniques are relevant and which are not and what would they mean and indicate and why. Researchers also need to understand the assumptions underlying various techniques and they need to know the criteria by which they can decide that certain techniques and procedures will be applicable to certain problems and others will not.

When we talk about research methodology we not only talk about the research method but also consider the logic behind the methods we use in the context of our research study and explain why we are using a particular method or technique and why we are not using other so that research results are capable of being evaluated either by the researcher himself or by another.

Why a research study has been undertaken, how the research problem has been defined, what data have been collected and what particular method has been adopted, why a particular technique of analysis data has been used and a host of similar other questions are usually answered when we talk about research methodology concerning a research problem or study.

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5.1 Consumer Buying Behavior Definition of Buying Behavior

Buyer behavior is all psychological, Social and physical behaviors of potential customers as they become aware of evaluate, purchase, consume and tell others about product & service".

The main aim of marketing is to meet and satisfy target customers need and wants buyer behavior refers to the peoples or organization conduct activities and together with the impact of various influences on them towards making a decision on purchase of product and service in a market. The field of consumer behavior studies how individuals, groups and organization select, buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behavior and knowing customer are never simple. The wealth of products and service produced in a country make our economy strong. The behavior of human beings during the purchase is being termed as Buyer Behavior. The customer says one thing but do another. They may not be in touch with their deeper motivations. They are responding to influences that change their mind at the last minute. A buyer does take a decision whether save or spend the money.

BUYING DECISION PROCESS

(1) (2) (3) (4) (5)

PROBLEM IDENTIFICATION INFORMATION SEARCH EVALUATION OF ALTERNATIVE CHOICE OF PURCHASING DECISION POST PURCHASE BEHAVIOR

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5.2 Literature Review The topic of consumer behaviour is one of the massively studied topics by the researchers and marketers in the past and still being studied. Researchers show different reasons as to why consumer behaviour has been the topic of many academics and researchers. One of the common views is that understanding consumer behaviour has become a factor that has a direct impact on the overall performance of the businesses (Kotler and Keller, 2012). It is worth noting that consumer buying behaviour is studied as a part of the marketing and its main objective it to learn the way how the individuals, groups or organizations choose, buy use and dispose the goods and the factors such as their previous experience, taste, price and branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012). One of such studies of consumer buying behaviour has been conducted by Acebron et al (2000). The aim of the study was to analyze the impact of previous experience on buying behaviour of Magazine. In their studies the authors used structural equation model in order to identify the relationship between the habits and previous experience on the consumer buying decision. Their findings show that personal habits and previous experience on of the consumers have a direct impact on the consumers purchase decision in the example of purchasing Magazine or any reading material. Five Stages Model of consumer decision making process has also been studied by a number of other researchers. Although different researchers offer various tendencies towards the definitions of five stages, all of them have common views as they describe the stages in similar ways. One of the common models of consumer decision making process has been offered by Blackwell et al (2006). According to him, the five stages of consumer decision making process are followings: problem/need recognition, information search, evaluation of alternatives, purchase decision made and post-purchase evaluation.

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It is important to note that The Five Stage Model is not the only model related to consumer decision-making, and there are also a range of competing models that include Stimulus-Organism-Response Model of Decision Making developed by Hebb in 1950s, Prescriptive Cognitive Models, The Theor y of Trying (Bagozzi and Warsaw, 1990), Model of Goal Directed Behaviour (Perugini and Bagozzi, 2001) and others. All of these models are analyzed in great detail in Literature Review chapter of this work. The Black Box Model of Consumer Buying Behaviour

EXTERNAL STIMULI

BLACK BOX (BUYERS MIND)

RESPONSES

Marketing Mix Product Price Place Promotion

Internal Influences Beliefs/attitudes/value Learning Motives/Leeds Perception Personality Past Experience

Purchase Product Subscription Direct Purchase Method of payment

Other Demographic Economic Situational Social Lifestyle

Decision-Making Process Problem solving Information search Alternate evaluation Purchase Post purchase evaluation

No Purchase

The Black Box Model of Consumer Behavior. Adapted from Marketing by W. Keegan, S. Moriarty, T. Duncan, 1992, p. 193. Englewood Cliffs, NJ: Prentice-Hall.

37

5.3 Problem Definition

The research problem is mainly concerned with the identifying the factors for the subscription of World Inbox Magazine and also what are the different means to penetrate the subscription or promote the sales.

The research is on consumer buying behavior towards a World Inbox Magazine the basic problem is to know what the behavior of the consumer is at present towards a World Inbox Magazine. What people think about it? We have to know that what was consumer behavior when they going to purchase world Inbox Magazine.

In the project, we have tried to identify how to increase the penetration of the World Inbox Magazine among the different readers. This research was mainly concerned to the present subscribers by different criteria like age and income group, occupation and qualification of the readers, the other probable readers etc. this also includes the feedback of the readers about the article of their interest as well as the changes they want. We will also try to find out major reasons of why subscriber wants to stop subscribing.

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5.4 Research Gap

To identify consumer behavior is a difficult for any researcher because this directly related with the behavior, thinking patent and culture of consumer. But the research required knowing consumer buying behavior and purchasing process. Here I have to know that which factor will effect on consumer when he/she going to purchase the magazine. Due to this research result company can focus particular area and factor for more improvement.

This study is bridge for company and magazine reader. The study would prove to be helpful for the company in deciding reality and affecting factor that attract consumer, their buying patterns, time period of the schemes available by sale promotion, advertisement and other activity.

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5.5 Research Objectives

The purpose of the research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose. The main objective of the study can be explained as below.

To Identified Consumer Buying Behavior

1. To know which requirement consumer purchase/subscribe World Inbox Magazine 2. To know from whom consumer gets informed for World Inbox Magazine 3. To know what are the evaluation basis for evaluates world Inbox Magazine with another magazine
4.

To identify which option is more appropriate for consumers to purchase World Inbox Magazine

5. To know post-purchase behavior of consumers

To know consumer recommend World Inbox Magazine to other or not

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5.6 Variables

Independent Variables

Dependent Variables

Magazine Content Magazine Availability

Purchase
Reading Hobby

Usefulness
Price Free Booklet Consumer Income

No Purchase
Consumer Age Magazine Quality

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5.7 Research Design

A research design specifies that method and procedures for conducting a particular study. The researcher should specify the approach be intends to use with respect to the proposed study, broad research can be grouped into three categories.

1. 2. 3.

Exploratory Research Design Descriptive Research Design Casual Research Design

1. Exploratory Research Design An exploratory research design focuses on the discovery of ideas and is generally based on secondary data.

2. Descriptive Research Design A descriptive study is undertaken when the researcher wants to know the characteristics of certain groups such as age, sex, income, education level etc.

3. Casual Study A casual researcher is undertaken when the researcher is interested to know a cause and effect relationship between two or more variables.

As pre my objective to know consumer buying behavior there are necessary to know their characteristics so that I have to do the research to select a Descriptive Research Design.

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5.8 Source of Data

(1)

Primary Data

The primary data are those data which are collected afresh and for the first time, and thus happened to be original. For this research the primary data are collected.

(2)

Secondary Data

The secondary data are those data which have already been collected by someone else and which have already passed through statistical process.

Here I consider primary data fop research.

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5.9 Research Instrument

Research instruments are the tool by which the researcher can do research on specific problems or objective. The most popular research instruments for collections data is "Questionnaire" for a particular investigation. It is simple for a moiled set of questions presented to respondents for their answers. Due to this flexibility, It is the most common instrument used to collect the primary data. During the pre-testing of the questionnaire, I have seen the reaction of respondents and suggestions required to make changes in research instrument.

The questionnaire contains three types of questions Open-ended Questions It is helpful in knowing what is uppermost in the mind of the respondent. It gives complete Freedom to the respondent. Dichotomous Questions It has only two answers in the form 'Yes' or 'No', 'True' or 'False', 'Use' or 'Do not use'. So the respondent does not feel bored during the interview.

Multiple-choice Questions In this, the respondent is offered two or more choices.

In project research topic is consumer buying behavior, thats why I require information of consumers and related factors when he/she purchase or subscribe World Inbox Magazine. For the achieving research goal my requirement is soft document multiple choice questionnaire survey by using Google Drive and social networking site for the collection primary data. For the secondary data is collected by net search, books, & from the industry visit.

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5.10 Sampling Plan Sampling Unit

It means "Who is to be surveyed. Here target population is those who already purchase/subscriber World Inbox Magazine. So the survey is conducted on assisting customer of the World Inbox Magazine.

Sample Size

It refers to the question How many people should be surveyed? interview and questionnaire fill-up by mail and social network site of 100 customers have acquired the desire result of research.

Sample Procedure

Method for choosing the representative respondents call for at this stage, i.e., how should the respondents are chosen? The sampling procedure indicates how the sample units (100) are to be selected. I have used specific and Systematic Sampling Method for surveying. In this method I consider as a sample who is already world Inbox magazine customer/subscriber.

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6. DATA ANALYSIS & INTERPRETATION Proportion of Male & Female Respondent

Particular Male Female Total

No. of Response 84 20 104

Percentage (%) 81 19 100

Gender
90 80 70 60 50 40 30 20 10 0

81

19

Male

Female

Figure 11 Proportion of Male & Female Respondent

Above chart and table shows the proportion of male and female readership for World Inbox Magazine. 81% of total sample size are the male, which is 84 in numbers, and the remaining 19% are female. So, we can conclude that Male readers are more used to read the World Inbox Magazines than Female. World Inbox Magazine is for education and comparative exams thats why this gender gap happens.

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Age Group of Respondent

Particular Less than 15 year 16 to 25 year 26 to 35 year 36 to 45 year More Than 46 year Total

No. of Response 4 58 30 4 8 104

Percentage (%) 4 56 29 4 8 100

Respondent Age
More Than 46 year 36 to 45 year 26 to 35 year 16 to 25 year Less than 15 year

10

20

30

40

50

60

Figure 12 Age Group of Respondent

Above chart and table shows the age group of readers of World Inbox Magazines. 56% of the total sample size are the between the age group of 16 to 25, which is 58 in numbers, and the 29% are 26 to 35 age & the remaining 4% and 8% are coming in 36 to 45 years and more than 46 years. In this group there is a business man, School College principal who purchase this magazine for their consumer and student facilities. So we can conclude that readers between age group 16 to 55 are more used for World Inbox Magazine than any other group because of Student.

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Respondent Occupation

Particular Student Profession Business Service House Wife Total

No. of Response 52 14 14 20 4 104

Percentage (%) 50 13 13 19 4 100

OCCUPATION OF RESPONDENT
4% 19%

Student Profession

13%

50%

Business Service House Wife

14%

Figure 13 Respondent Occupation

Above table & chart show mainly five occupational groups which we have seen in my research study. Among them 50%, which are student who purchase this magazine for education and aptitude exam preparation. 14% are the profession and 19% is in the service sector. There are only 4% are the House wife respondent who generally avoids education and issue related knowledge reading.

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Purchase Requirement of Magazine

Particular For the Job Entrance Exam For Reading Hobby For the Education For Interview For the Family For Information For Customers Facility For the Job Entrance Exam Total Response 31 26 30 20 9 5 14 31 135 Percentage (%) 23 19 22 15 7 4 10 23 100

Requirement of Magazine
4% 10% 7% 15% 19% 22% 23%

For the Job Entrance Exam For Reading Hobby For the Education For Interview For the Family For Information For customers Facility

Figure 14 Purchase Requirement of Magazine

The chart and table indicates the requirement purchase of Magazine in human life for different use which is in tabular. As per the questionnaire data and analysis I can say that 22% of people are purchasing Magazine for Education.23% for a job interview, 19% for reading hobby, 15% for interview purpose and 22% of customer facility.

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Information Source
Particular Family Member Friend Teacher Campaigning Person Advertising Salespersons Other Total No. of Response 15 45 29 19 12 18 2 140 Percentage (%) 11 32 21 14 9 13 1 100

Information Source
1% 13% 9% 13% 21% 32% 11%

Family member Friend Teacher Campaigning Person Advertising

Figure 15 Information Source

Given chart and data table shows some information source in which buyer recives information about the world Inbox magazine and other magazine. According to research 21% buyer who is the student was receving information from teacher, 32% people are getting information from their Frind circal. 11% people are asking about Magazine in their family and so on.sale person are also playing a significant roal in the provading information to buyer.

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Reason for Trust on World Inbox Magazine

Particular Using the Product Reading Materials Visiting Stores Salespersons Commitment Other Total No. of Response 41 39 18 22 2 122 Percentage (%) 34 32 15 18 2 100

Reason for Trust

2% 18% 33% 15%

Using the Product Reading Materials Visiting Stores

32%

Salespersons Commitment Other

Figure 16 Reason for Trust on World Inbox Magazine

As per the research I can find that which factors are affecting on trust to purchase the magazine. By research data and analysis I can say that 34% people make trust after using product, 32% make trust receives from reading magazine materials and 18% trust as a commitment of salesperson.

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Evaluation of Alternatives

Particular

No. of Response

Percentage (%)

Yes No Total

82 22 104

79 21 100

Evaluated of Alternatives Magazine

90 80 70 60 50 40 30 20 10 0

79

21

Yes
Figure 17 Evaluation of Alternatives

No

When the consumer purchase product they evaluate the product with product alternatives. If the consumer assurance about the product he may not evaluate. As per data collection and analysis 79% of people made evaluate with alternative and 21% are not at the time of purchasing World Inbox Magazine.

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Basis of Evaluation
Particular Price Usefulness Look Company Name Quality Brand Content Other Total No. of Respondents 24 25 10 11 42 14 57 2 185 Percentage (%) 13 14 5 6 23 8 31 1 100

Evaluation Basis
1% 13% 31% 13% 5% 8% 23% 6%

Price Usefulness Look Company Name Quality Brand

Figure 18 Basis of Evaluation

The consumer makes evaluation with alternative of product bases. The chart shows different criteria for percentage of evaluation bases. As per the data collection and analysis, 6% respondents make evaluate Magazine with company name, 13% of people evaluate with the Magazine price, 31% people evaluate with the content; 5% evaluate magazine with quality and look, 8% people believe in brand name; 13% of respondents evaluate as usefulness and 31% are content of the magazine.

53

Like to Buy World Inbox Magazine

Particular Subscription Direct Purchase Total

No. of Response 68 36 104

Percentage (%) 65 35 100

Purchase Patent
70 60 50 40 30 20 10 0

65

35

Subscription

Direct Purchase

Figure 19 Like to Buy World Inbox Magazine

There are two ways to purchase World Inbox Magazine, subscription and direct purchasing from salesmen. Data and charts show the percentage of respondents like to purchase World Inbox Magazine.65% are like to subscribe because of discount offer and 35% are like to direct Purchase to the shop because of irregularity of purchasing.

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Post Purchase Behavior

Particular Yes No Total

No. of Respondents 96 8 104

Percentage (%) 92 8 100

Post Purchase Behavior

100 90 80 70 60 50 40 30 20 10 0

92

8 Yes
Figure 20 Post Purchase Behavior

No

In simple Post purchase behavior is the consumer thinking after purchase of product. Here Chart and data table represent analysis of post purchase behavior. As per data collection 92% respondent feels that their decision was right and 8% are not thinking so.

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Recommending World Inbox Magazine to Other

Particular Yes No Total

No. of Respondents 91 12 104

Percentage (%) 88 12 100

Recommending Magazine to Other

100 90 80 70 60 50 40 30 20 10 0

88

12

Yes

No

Figure 21 Recommending World Inbox Magazine to Other

If consumer fully satisfied with the product he/she may recommend to others to purchase a magazine, so that by the research we can identify the satisfaction level of consumer. Here 88% consumer is recommended magazine to other and 12% are not. By this data we can see the higher consumer satisfaction.

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7. FINDINGS
More Male Reader than Female By online research for magazine consumer buying behavior and company registration data of subscribers, I can find that male and female readership for World Inbox Magazine. 81% of total sample size is the male, which is 84 in numbers, and the remaining 19% are female. That menace female are less aware than the male about World Inbox Magazine. World Inbox Magazine is for education and comparative exams thats why this gender gap happens. Young Group read more Respondent age make direct effect on consumer buying behavior thats why I identified some group age of respondent. By the research and company data I can find that 56% of total sample size are the between the age group of 16 to 25, this group is highest reader of this magazine because in this group those student are coming who are preparing for aptitude exam and for knowledge purpose. 29% respondent is in 26 to 35 age group, in this group most of people are preparing interview & the remaining 4% and 8% are come in 36 to 45 year and more than 46 year. In this group there is business man, School College principal who purchase this magazine for their consumer and student facilities.

Student Purchase More World Inbox By the collecting data and research I can find that who are the most interesting to read World Inbox magazine. 50% respondent is student who purchases this magazine for education and aptitude exam preparation. 14% are the profession and 19% are in the service sector. There are only 4% are the House wife respondent who generally avoid education and issue related knowledge reading.

Buyer Get Information from there Friend Circle and Teacher In Buying Behavior Procese consumer try to getting information from various information source. In reseach I can find some some information source in which buyer recieve information about the world Inbox magazine and other magazine. According to research and collection of data 21% buyer who are the student was recived information from thaire teacher, 32% people are get information from their Friend circle. 11% people get information by thair family member. Thats means persnol information sourse play a significant role for the proveding information to buyer rather than commercial information source.

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 Consumer Evaluate the World Inbox With Content of Magazine In consumer buying behavior Process consumer generally evaluate product with its alternative before purchasing product. If the consumer assurance about the product he may not evaluate. Here I want to know that before purchasing World Inbox magazine people are evaluate with other magazine or not. If they evaluated then on which base? As per data collection and analysis, I can find that 79% of people make evaluate with alternative and 21% are not at the time of purchasing World Inbox Magazine. 31% people evaluate with the content, 13% of people evaluate with the Magazine price, 13% of respondents evaluate as usefulness magazine. Subscribe is Choose by Purchaser By this research I can find that by which method reader like to purchase World Inbox Magazine. 65% are like to subscribe because of discount offer and 35% are like to direct Purchase to the shop point because of irregularity of purchasing. Feel Correct for purchase Post-purchase behavior is the last step of Consumer buying Behavior in which consumer thinking after purchase of product. As per data collection I can find that 92% respondent feel that their decision was right and 8% are not thinking so. Word of Mouth of company is good If consumer fully satisfied with the product he/she may recommending for other to purchase magazine. As we find personal information source play significant role for providing information to other. Here 88% consumer are recommending magazine to other and 12% are not. By this data we can see the high consumer satisfaction. Reason to Purchase is Job Interview By this research we can find that what requirement people are purchasing World Inbox Magazine and its wearies unsays. As per the questionnaire data and analysis I can say that 22% of people are purchasing Magazine for Education.23% for job interview, 19% for reading hobby, 15% for interview purpose and 22% for customer facility.

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8. SUGGESTION
Though World Inbox Magazine are enough good magazines in quality and quantity of the content, price, usefulness, and knowledge purpose but there are some suggestions given by respondents directly and indirectly in my research study, which can be, taken into consideration to increase the number of subscriber of the magazines.

According to data collection and research I can find that, female are the less aware

and purchase World Inbox Magazine then the male, so that here I suggest that company should male good awareness targeting to female.
As per data collection I can find that most of respondent are the student who are

preparing aptitude exam for job, so here I suggest that company can provided information related government and privet job recruitment in the magazine.
Most of responder specifically who are the student is receiving information to

their Teacher so that company must create awareness in the Professional classes and college. Friend circle paly significant role as an information source so that company can make good awareness by Word-of-mouth using social media like Facebook and other and Professional media like LinkedIn.

As per data collection and analysis, before purchasing magazine 63% respondent

was made evaluation with alternative Magazine so I suggest that for bit competitor company must focus on all evaluation basis of Magazine like Price, content, quality of paper, usefulness and availability of magazine.
Here I find that different people purchase same magazine for different use. For

cover full market Share Company can provide segmentation according to customer gender, age and occupation.

By providing magazine in only Gujarati Language company loss those entire

consumer who are prefer English language magazine. So I suggest that by providing both languages magazine company can cover full market share.

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9. LEARNING FROM THE STUDY

We had made a proposal for World Inbox Magazine to sell at school and colleges counter. Thus we have found out a totally new concept of penetration. To increase brand awareness we have greeted 30 schools, college and classis of Bhavnagar City.

Study the whole distribution channel of the companys product.

Study the dealers & retailers channel and distribution process.

Work on Magazine editing software in company office

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10. CONCLUSION
Concluding the project I would like to say that preparing project in an industry was a nice and knowledgeable experience. Co-operation of the respondent company as well as the college made this venture a successful one.

Moreover the data collected gave information and understanding on how customers actually behave in buying the product.

It is a great pleasure to take training in the World Inbox Magazine. Till now I was having the theoretical knowledge regarding business but, through this training I saw selling of Magazines, this was really good experience. I would like to highlight here that the World Inbox Magazine has a bright and prosperous future. World Inbox Magazine always invites suggestions from the employees to give full opportunity to develop their career. The company maintains high quality of goods and in the market, zero complaints against them. They provide high quality goods at low price rate. At the end of my research work, I found that the consumers are highly satisfied with the World Inbox Magazine they are using. In this research I got the idea that some factors of the Magazine are unfavorable.

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11. LIMITATION OF THE STUDY

The survey was limited only to the physical boundaries of Gujarat.

The time period of the survey being only two months it was not possible to
conduct a survey in depth and details.

Different people have a different thought, process and different attitudes. As a

result their manner of answering to the questions of the study differs; answers received sometimes were good while sometimes they were negative. As the sample size is very small so the project may not give perfect results. Respondents might have some biased views and this could have affected the findings to a certain extent In the questionnaire, questions are very limited, because it is very difficult to get the information from the busy officials.

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12. BIBILIOGRAPHY

BOOK REFERENCES Philip Kotler, MARKETING MANAGEMENT 13th Edition, Person education, Noida, 2012 R. Kothari, RESEARCH METHODOLOGY 11th Edition, New Age International Publishers, 2011. G.C Beri, MARKETING RESEARCH 4th Edition, Tata McGraw Hill, New Delhi, 2011 Donald R Cooper, BUSINESS RESEARCH METHODS 9th Edition,Tata McGraw Education Private Limited, New Delhi, 2010. Suja R. Nair, CONSUMER BEHAVIOUR IN INDIA PERSPECTIVE4TH Edition, Himaliya Publishing House, Mumbai,2006.

MAGAZINE REFERENCES World Inbox Magazine of 8th June 2013 Business World magazine of 15th may 2013. Indian journal of marketing June, 2014 vol 4 pp30-37

WEB REFERENCES www.worldinboxmag.com

http://www.icra.in/Files/ticker/Indian%202W%20Industry.pdf http://www.eproberesearch.com/researchDetails.php?id=256 http://www.businessnewsthisweek.com/2009/11/top-20-fast-moving-

consumer-goods-magazine.html
http://www.docstoc.com/docs/65091774/Research-Analysis-on-Consumer-

Buying-Behaviour
http://research-methodology.net/a-brief-literature-review-on-consumer-

buying-behaviour/

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13. ANNEXURE 13.1 QUESTIONNAIRE

NAME: AGE: GENDER: [ ] MALE [ ] FEMALE [ ] PROFESSION [ ] HOUSE WIFE [ ] SERVICE [ ] OTHER

OCCUPATION: [ ] STUDENT [ ] BUSINESS

1.

For which requirement your purchase/subscribe World Inbox Magazine? [ [ [ [ [ [ [ ] For the Job Entrance Exam ] For the Family ] For the Education ] For Interview ] For Reading Hobby ] For Information ] For customers Facility

2. Who informed you for purchase/subscribe World Inbox Magazine? [ [ [ [ [ [ [ ] Family member ] Friend ] Teacher ] Campaigning person ] Advertising ] Salespersons ] Other

3. What is the reason for trust on World Inbox Magazine? [ [ [ [ ] Using the product ] Reading materials ] Visiting stores ] Salespersons commitment

64

4. Have you evaluated two or more alternatives Magazine? [ ] Yes

[ ] No

5. Which evaluation basis you evaluates world Inbox Magazine with other magazine?

[ [ [ [ [ [ [ [

] Price ] Usefulness ] Look ] Company name ] Quality ] Brand ] Content ] Other

6. Which option is more appropriate for you to buy World Inbox Magazine? [ [ ] Subscription ] Direct Purchase

7. Are you thinking that my decision was right after Reading Magazine?

[ [

] Yes ] No

8. Are you recommending World Inbox Magazine to other?

[ ] Yes [ ] No

65

13.2 ONLINE SURVEY QUESTIONNAIRE

CONSUMER BUYING BEHAVIOR FOR WORLD INBOX MAGAZINE Hi this is Manoj Bhalani student of IIIM, Changa, As a part of my SIP I have to going research on 'Consumer Buying Behavior for World Inbox Magazine', so you have to require fill-up my research questionnaire.(only for World Inbox Magazine reader and subscriber)

Your Good Name *

Gender Male Female

Youre Age Less than 15 year 16 to 25 year 26 to 35 year 36 to 45 year More Than 46 year

Occupation Student Profession Service Business House Wife Other:

66

1. For which requirement you purchase/subscribe World Inbox Magazine? For the Job Entrance Exam For the Family For the Education For Interview For Reading Hobby For Customers Facility Other:

2. Who inform you for purchase/subscribe World Inbox Magazine? * Teacher Family Member Campaigning Person Friend Salespersons Advertising Other:

3. What is the reason for trust on World Inbox Magazine? * Using the Product Reading Materials Visiting Stores Salespersons Commitment Other:

4. Have you evaluated two or more alternatives Magazine? * Yes No 67

5. Which evaluation basis you compare world Inbox Magazine with other magazine? Price Quality Content Usefulness Company name Look Brand Other:

6. Which option is more appropriate for you to buy World Inbox Magazine? * Subscription Direct Purchase

7. Are you recommending World Inbox Magazine to other? * Yes No

8. Are you thinking that my purchase decision was right after Reading Magazine? Yes No

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13.3 DATA COLLECTION

69

7. recommending Other

6. appropriate option for purchase magazine

2. information source

5. evaluation basis

3. reason for trust

1. requirement of Magazine?

1 2 3

chirag Hemali shah Jeetu

2 2 2

1 2 1

1 2 2

1 2 2

2 2 2

1 1 3

1 1 1

1,5 5,7 1,5, 7, 2, 4, 3 , 6 5 7

1 2 2

1 1 1

4 5

chaudhary Dip HIREN BHIKADIYA sahaj patel charu patel Parth joshi Mahesh rajubhai gheleda

2 2

1 1

1 1

3 1

2 3

2 2

1 1

2 1

1 1

6 7 8 9 10

2 2 2 2 3

1 2 1 1 1

1 2 1 1 3

4 3 1 5 7

3 3 3 1 6

3 1, 2, 3 1 2 4

2 1 1 1 2

1 1,5 5 , 7, 4 1,5, 7, 2 2

2 1 1 1 1

1 1 2 1 1

11

ghanshyambhai patel ragini rathod Sagarkumar Goti

12 13

3 2

2 1

4 1

2 1

2 2

2 2

1 1

7 5

2 2

2 1

14

JIGNESH THAKKAR Raviraj kirtanbhai jadav dipak jaypal Pratik Rathod Sam j.j.jadeja

15 16 17 18 19 20

2 3 3 2 3 3

1 1 1 1 1 1

1 3 4 1 1 4

1 2 3 3 1 4

3 6 2 1 2 2

1 2 2 2 2 4

2 1 1 2 1 1

7 2 5 , 7, 2 2 2 7, 2

1 1 1 2 2 2

2 1 1 1 1 1

70

8. post-purchase decision 1 1 1 1 1 1 1 2 1 1 1 2 1 1 1 1 1 1 1 1

4. evaluated with alternatives

Good Name

Occupation

Gender

Age

No.

21

DIPEN PATEL

6, 3, 4, 2 2 3 1

1, Own 2 5 4

22 23 24

Parth G Patel Dhruvi Shah NILAM LIMBANI

2 2 2

1 2 2

1 1 4

1 2 2

2 2 1

1,5, 7, 2, 6 7 5 5

1 2 1

1 2 1

1 1 1

25 26 27 28 29

Nikunj Trada Dhruv Patel Dhaval Joshi raju rana Yadav enterprise

2 2 2 4 5

1 1 1 1 1

1 4 1 2 3

1, 3, 4 4 3 2 7

5 4 2 2, 5 2, 6

2 1 2 1 2

1 1 2 1 1

5 , 7, 2, 6 4 2 7 1 , 7, 4 1,2 5 , 7, 2 7, 2

1 2 1 1 1

1 2 1 1 1

1 1 1 1 1

30 31 32

ja1h ja1h nilam devani manash school,bhavnagar

1 2 5

1 2 1

1 1 4

2 1, 3, 2 3, 2

2 3, 2 3, 4, 6

1 1 2, 4

1 1 1

2 1 1

1 1 1

1 1 1

33

rajan vadhasiya,

1, 3

3, 2

3, 4

7, 2

34

nisha solanki, rajkot rajesh sanga shital shah world inbox magazine

5, 3

1,2

35 36 37

3 3 1

1 2 1

3 5 4

5 5, 3 1, 5, 3, 4

4 1 4, 6 , 5

3 1 1, 2, 3, 4 1, 2 3, 4 4 1

2 2 1

7, 2

2 1

1 1 1

1 1 1

1,5, 7, 2, 4, 3 , 6 7, 2, 6 5 , 7, 4, 6 5,3 7, 2

38 39 40 41

nilesh gohel paresh kalsh asish shah rachna limbani

2 3 4 2

1 1 1 2

1 2 3 1

1, 3, 4 1, 4 2, 7 1

4, 6 4, 2, 6 4, 5 3

1 1 1 1

1 2 1 1

1 1 2 1

1 1 2 1

71

42

branch school, navagam(ga)

3, 7

3, 4

43

branch school, navagam(ga)

3, 7

3, 4

44 45 46 47

harshad dabhi harshil patel virendra parmar ja1h bhadani

2 3 2 3

1 1 1 1

1 2 1 2

1, 3, 4 4 3, 2 7

3 2 1,2 5

1 1 1, 2 2, 4

1 1 1 1

7 5,7 1,5, 2 1,3, 6 1,5, 7, 2

1 2 1 1

1 1 1 1

1 1 1 1

48 49 50 51

ma2j donda hiral patel hardik rathava himansh gauswami

2 2 3 3

1 2 1 1

1 1 4 3

1, 3, 6 1, 4, 2 4 2

3, 2 1,6 ,5 2 6

3 1 1, 2 4

1 2 1 1

1 2

1 1 1 1

1 2 1 1

5 , 7, 2 1 , 7, 3

2 1

52 53 54 55

makwana ankit Rahul Mansi patel Gaurang kherela

2 2 2 2

1 1 2 1

1 1 2 2

1 1 2 2

3, 2 2 2 2

1 1 1 3

1 1 1 1

5,2 1,5 5,7 1,5, 7, 2, 4, 3 , 6 5 7

1 1 2 2

1 1 1 1

1 1 1 1

56 57

Pradip kanani Prashant chauhan

2 2

1 1

1 1

3 1

2 3

2 2

1 1

2 1

1 1

1 1

58 59 60

Chirag nakrani Prajesh Kulkarni nimesh

2 2 2

1 2 1

1 2 1

4 3 1

3 3 3

3 1 3

2 1 1

1 1,5 5 , 7, 4 1,5, 7, 2 2 2

2 1 1

1 1 2

1 1 2

61 62 63

Sunil SP mayur kalkani Prarmar vishal

2 3 3

1 1 1

1 3 3

5 7 7

1 6 2

2 4 2

1 2 1

1 1 1

1 1 1

1 1 1

72

64

Bhagirath gheleda Patel Nirali Divya khan Mujjmil ansari Jadav Ja1h Haresh bhingradiya P K Bandra Manali patel Rabari Pratik Dipaen Vaishnav

65 66 67 68 69

2 2 2 3 3

1 1 1 1 1

1 1 1 3 4

1 2 1 2 3

2 3 3 6 2

3 2 1 2 3

1 1 2 1 1

5 5 7 2 5 , 7, 2 2 2 7, 2 1,5, 7, 2, 6 7 5 5 5 , 7, 2, 6 4 2 7 1 , 7, 4 1,2 5 , 7, 2 7, 2 7, 2

2 1 1 1 1

1 1 2 1 1

1 1 1 1 1

70 71 72 73

2 3 3 2

1 1 1 1

1 1 4 1

3 1 4 3, 6

1 2 2 1, Own 2 5 4 5 4 2 2, 5 2, 6 2 3, 2 3, 4, 6 3, 2

2 2 4 4

2 1 1 1

2 2 2 2

1 1 1 1

1 1 1 1

74 75 76 77 78 79 80 81 82 83 84 85

Parth chavda Dobriya Yogesh Bharvad Nirmal Chirau patel Bhalani rajan Pranjali Jain Ekta kapor Mihir Kevdiya Patel Shivam Bhalala Nirmal M J patel Kanani Vaibhav

2 2 2 2 2 2 4 5 1 2 5 2

1 2 2 1 1 1 1 1 1 2 1 1

1 1 4 1 4 1 2 3 1 1 4 1

2 3 1 3, 4 4 3 2 7 2 3, 2 3, 2 1

1 2 2 3 1 2 1 2 1 1 4 4

2 2 1 1 1 2 1 1 1 1 1 1

1 2 1 1 2 1 1 1 2 1 1 1

1 2 1 1 2 1 1 1 1 1 1 1

1 1 1 1 1 1 1 1 1 1 1 1

86 87

Chauhan vishal Nimbani Riku

3 3

2 1

5 3

5, 3 5

1,2 4

1 3

2 2

7 7, 2

1 2

1 1

1 1

73

88

Morja Bhavesh

5, 6

4, 6

89 90 91 92 93 94 95 96

Mast Maula Patel Chintan Kajal Singha Aksh bhalala MS bhalani Ankita Kalkani PJ Patel Bhungaliya malove Harsh Bharvad Bala Chawda

1 2 3 4 2 5 5 2

1 1 1 1 2 1 1 1

4 1 2 3 1 4 4 1

2, 7 1 1, 4 2 1 3, 7 7 3, 4

4, 6 , 5 4, 6 4, 2, 6 4, 5 3 3, 4 3, 4 3

1 1,3 3, 4 4 1 4 4 1

1 1 1 1 1 1 1 1

1, 4, 3 7, 2, 6 4, 6 5,3 7, 2 7 ,1 , 5 7 7

1 1 2 1 1 1 1 1

1 1 1 2 1 1 1 1

1 1 1 2 1 1 1 1

97 98

3 2

1 1

2 1

4 3

2 1,2

1 1, 2

1 1

5,7 1,5

2 1

1 1

1 1

99

Chauhan Bharat

1,3, 6 1,7 2

100 101

Chawda Dilip Unnati Movasakar Rabari manali Patel Raviraj Makvana Ankit

2 2

1 2

1 1

1,2 1, 4

3, 2 1,6 ,5 2 6 3, 2

2 1

1 2

1 2

1 1

1 2

102 103 104

3 3 2

1 1 1

4 3 1

4 2 1

1,3 4 1

1 1 1

5, 2 7, 3 5,2

2 1 1

1 1 1

1 1 1

74