A

Summer Training Project

Reporton

Study of consumer behavior towards the subscription

of e-content with reference to Delhi NCR.

Submitted to

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

Lucknow
for the partial fulfillment of

MASTER OF BUSINESS ADMINISTRATION

Batch 2022-24

Submitted to Submitted By

DR. Ritesh Singhal Prashant Tyagi

(Professor) 2208200700068

AKGIM MBA III Sem

AJAY KUMAR GARG INSTITUTE OF MANAGEMENT

27th K.M Stone, NH—24, Delhi Hapur Bypass
Road,Adhyatmik Nagar, Ghaziabad- 201009

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 DECLARATION
I, P r a s h a n t T y a g i hereby declare that the Project Report entitled Study of consumer

behavior towards the subscription of e-content with reference to Delhi NCR done by me

under the guidance of Dr. Ritesh Singhal, is submitted in partial fulfillment of the requirements for the

award of Master of Business Administration degree.

DATE:

PLACE: Prashant Tyagi

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 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to AJAY KUMAR GARG INSTITUTE OF

MANAGEMENT, Ghaziabad for imparting me valuable professional training in MBA

I pay my gratitude and sincere regards to Dr. Ritesh Singhal, my project Guide for giving me the

cream of her knowledge. I am thankful to her as she has been a constant source of advice,

motivation and inspiration. I am also thankful to her for giving her suggestions and

encouragement throughout the project work

I take the opportunity to express my gratitude and thanks to our computer Lab staff and library

staff for providing me opportunity to utilize their resources for the completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete the project

and providing me an environment which enhanced my knowledge

Prashant Tyagi

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 Table of contents
S no. PARTICULAR PAGE NO.
1 Declaration 2

2 Acknowledgement 3

3 List of graphs/charts 7

4 Executive Summary 8

5 Company profile 9-13

6 Introduction of the project 14-15

7 Review of literature 16-25

8 Objective of the study 26

9 Research methodology 26-27

10 Data analysis and interpretation 28-44

11 Findings 46

13 Recommendations 47

14 Conclusion 48-49

15 Limitations of the study 50

16 Bibliography 51-52

17 Appendices 53-57

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 TABLE OF GRAPGH

SNO. TOPIC PAGE

NO.
1 Graph no. 1 30
2 Graph no. 2 31
3 Graph no. 3 32
4 Graph no. 4 33
5 Graph no. 5 34
6 Graph no. 6 35
7 Graph no. 7 36
8 Graph no. 8 37
9 Graph no. 9 38
10 Graph no. 10 39
11 Graph no. 11 40
12 Graph no. 12 41
13 Graph no. 13 42
14 Graph no. 14 43
15 Graph no. 15 44

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 Executive summary

MozoHunt Pvt Ltd, a start-up began with an aim of building reading capital. In the
current world, many things are going, and digital marketing plays an important role for
the entire organization to promote their product and services. Digital platforms have been
increasingly incorporated by organization into marketing plans and everyday life. The
company has been working continuously on these platforms to increase their reach,
increase the promotion and campaigns. I have done primary as well as secondary research
in this report, I have created a questionnaire for the primary search. The importance of
social media marketing, search engine marketing (SEM), email marketing and so on has
been continuously increasing in the marketing. The internal and external analysis of
MozoHunt was carried out. Targeting the customer and maximizing the sales was the
main task. The study was conducted to fin insights of the market and developing a
strategy to overcome the obstacles to sales. It was a great experience of being a small part
of MozoHunt Pvt Ltd as intern. MozoHunt Pvt Ltd. Is having a broad scope of
development and has to strengthen its channels, especially social media to compete with
well-established firms in e-magazine sector.

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Company Profile

Introduction of E-Reading Industry

E-books 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 e-book (short for electronic book), also known as an e-book 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 e-books
exist without a printed equivalent.

Introduction of the Company

MozoHunt Private Limited is an unlisted private company incorporated on 20 July, 2020.

It is classified as a private limited company and is located in East Delhi, Delhi.

MozoHunt Pvt Ltd is a prime name in the E- Media industry. MozoHunt provide digital
versions of the media from various publishers. MozoHunt supports rich, interactive
content, fixed layout and reflow able pub with rich media content and provides a
seamless user experience in both online and offline modes. By using the latest
technology, MozoHunt help people get the latest news, digitally. MozoHunt has publisher
of famous titles like MozoHunt traveler and food. MozoHunt also provide a big platform
for those who want to make their career is marketing, sales, content writing or blogging
by promoting their talent on our E- Media platform. The company sole aim is to take
digital reading to next level and provide a one – step destination for all the reading needs.
It provides various reading services such as magazines, newspapers and articles from
different genres. The mission is to be a leading company providing superior quality

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products and services at competitive prices. MozoHunt wants to be globally innovative
and competitive business providing 100% genuine services to our customers.

Share capital & Number of employees: -

Authorized Capital: Rs.100000

Paid up Capital: Rs.100000

Number of Employees: 54-200 employees

Objective:-

The only purpose of MozoHunt 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. MozoHunt has listed every style magazine to
make your search easier.

Name of the Founders: -

1. Ajay Kumar Singh

2. Parul Puri

Business Idea: -

MozoHunt Pvt Ltd. Is that this is the best platform of digital reading where MozoHunt
has a wide collection of hundreds and thousands of magazines, newspapers and books
from leading media houses from across the world. MozoHunt 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, MozoHunt believe

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in digitalization. Hence, MozoHunt bring you (customer) everything that customer want
to read under one roof. Read, subscribe, shop, MozoHunt is your next-door reading
buddy that understands all your needs.

Customers of the company

MozoHunt Pvt Ltd is a publishing house. MozoHunt deals in various kinds of magazines,
newspapers, books, comics, and articles as far as customers are concerned. As an intern
in MozoHunt 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. MozoHunt Pvt Ltd is
targeting: -

 Schools
 Colleges
 Professional association’s
 Educational institutions
 Students
 Corporates

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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 membership companies, some of which are listed below.

The main four competitors of MozoHunt are

1. Digital Marvelled

2. Scribd

3. Book mate

4. Kindle

Digital Marveled

Digital Marveled provide a platform where subscribers can showcase their creativity.
Subscribers can upload their work (Poem, Story, Blog). Digital Marveled is an online
reading & publishing hub. Read repaper, 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 own
papers, documents and books on this platform. Scribd is considered “the Netflix of
books” and for a good reason.

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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.

Book mate

Book mate is a mobile reading app and an eBook subscription service. Book mate 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 Book mate 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 subscription 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 (Macmillan, Penguin
Random House, Hachette, HarperCollins and Simon &Schuste).When it comes to reliable
rating systems, Kindle unlimited beats the competition.

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INTRODUCTION TO THE TOPIC

This research aims to explore the current reading habits of university students. Moreover,
it aims to determine the effects of widespread use of the internet and other digital
resources in reading habits and to give some possible recommendation to improve
students reading habits in the digital era. The research design was descriptive survey
research. The instrument of the research was questionnaire, which is based on Akarsu and
Dariye Mez and Chauhan and Lal. The participants of the research were 320 students
studying in six majors in Faculty of Teachers Training and Education at Borneo
University. They were selected through the cluster random sampling. The questionnaire
involved six categories, namely demographic information, frequency of items read,
contents of online reading, online activities, content first clicked when online, and
techniques to develop reading habits.

Reading habit is an essential and important aspect for crating the literate society in this
world. Computer technology had an impact on Govt. Colleges students. It shapes the
personality of an individual and it helps them to develop the proper thinking methods and
creating new ideas. At present due to the influence of the Mass Media people could not
show much interest in reading the books, magazines and journals etc. Therefore, there is
the urgent need to develop the reading habit among the individuals in the society. 100
valid survey questionnaires were collected from four college students in a H.P.
University. 1.govt. college Sanjauli Shimla. 2. R.K.M.V college Shimla.3 Rajiv Gandhi
college Kotshera Shimla.4.Govt.college Karson. The results indicated that in these four
college students reading habits changed from paper-based to internet-based reading 98%
of students read online information after every day and 24% of them read emails every
day. In contrast only 19.2% of them read newspaper and 25% of them read magazines
often every day. The top 8 things students do online daily checking emails 22%, listening
to music 96%, chatting with friends 96%, using MSN 95%, reading online information
84%, viewing online photo albums 60%, using Yahoo Messenger 50% and shopping
online 54%. Students read more online news, emails, sales information, and movie
review and fashion news that only other information. As to the topics of internet the

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remaking sequence that students indicated is entertainment, news and media. Computer
and internet, recreation and sports, references, cuts and humanities and health. The results
also indicated that gender, age, education, scores, employment states, online hours and
college students reading habits are related. Suggestions and implications as well as future
research directions were involved in this study.

The invention of computer in 1950s the advance of computer technology is 1970s and the
prevalence of personal computer in 1980s and 1990s seen to lead to the revolution of
peoples‟ literacy world in the 21st century. People nowadays tent to rely more on
computer-based resources (such as writing emails, sending free e-cards, watching online
videos, transmitting instant messages and photos by Yahoo or MSN Messengers
exchanging information in online chat room or discussion area) than paper based
resources (such as writing letters, sending cards and postcards, reading newspapers,
magazines, novels and sending pictures by emails. Rapidly and continuously changing as
new technologies for information and communication repeatedly appear and new
environments for exploring those technologies are continuously crafted by users. Does
computer technology affected college students reading habits? Lyons (1999) claimed that
the compute r revolution is unlikely to significantly affect reading habits in the
perspective of history and current literacy trends. New media and online literacy belong
to and affect people of all ages. Today computer technology is integrated into almost
every aspect of learning in higher education textbooks arrive with CD-ROMs; homework
is delivered and granted on the world-wide-web (www) and assignment are designed to
be completed collaboration through electronic mail. In fact, “The internet becomes as
important part of college students lives. Not only for these studies and daily sootiness but
as a tool for getting to know other people and the rest of the world”.

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 LITERATURE REVIEW

The Digital media is essentially a combination of most media forms existing anywhere in the

world. It is highly interactive. The impact of digital media brought about a technological

revolution. The Internet, personal computing, and digital media gave us a chance to handle

information on a level which we could only dream about with traditional information storage

devices like books. Digital media created a whole new world in the fields of journalism,

entertainment, education, publishing, commerce, and politics. It brought about new challenges

concerning copyrights and intellectual property. Because digital media had such wide-ranging

influence on modern society, we call this new periodin industrial history The Information Age.

The Birth of Digital Media: Any media device which can be read by a machine is called digital

media. What makes the difference between digital media devices and the classical,physical is the

fact that digital media is created, modified and distributed on digital electronics devices. It may

be difficult to believe, but in 1986, only 30 years back, we had as little as 1% of total media

storage capacity in digital form. By 2007, this number came up to 94%, which best illustrates the

speed at which digitalization came about. Machines could read the information on computers,

even though this may seem strange to modern generations. Way back in the early 1800s, people

started to think about how to create machines which could process information faster than

humans. (James M. Scott, 2017).

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The Social Media and its Effects on the Delivery of News: It’s the age of “fake news” and gone

are the days of waiting for the morning news for breaking stories or reading gossip magazines for

the latest celebrity dirt. We now have all the information we need atthe touch of an app and most

people now get their news information online, specifically from social media. News happens fast

now. Today’s story will be tomorrow’s forgotten story. It is easy to miss things now because of

how quick stories can get turned around and shared. While having so much information at our

fingertips is great, it is worth always checking sources and not taking headlines as truth. With

social media as our new news managers, it is up to us to be the new fact checkers for media.

 (Nicole Martin,2018 An electronic book (e-book) is a book published in digital form,

consisting of text, images, or both, that can be read on computers or other electronic device

reader (e.g. a Kindle). While we could not find when exactly the first e-book was published

however it is clear that e-books and readers have made their mark on the publishing world. It

seemsthat since the e-book came along, reading on the go has gotten even easier.

 Pew Research Center publication (Pew Research Center, 2014) indicated that most adults

read a book in the past year; print remains most popular, but e-reading is on the rise, and that

most people who read e- books also read print books.

 DCL and Bowker (2014) in their 2014 digital publishing survey reported that more than

63% of the authors have published digital books and more than 83% are planning to publish

digital books (see Figure 1 and Figure 2). It is clear that there is a growing interest in reading

online; however, limited research has been conducted to assess the changes to the people’s

reading behavior in the online environment (Liu, 2005). While some such as Coiro and

Dobler (2007) have explored new literacy approaches, these approaches have been targeted

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 at young children learning to read. Others (Siegenthaler et al. 2011) have explored the

impact of specific technological aspects such as text display. There is also an indication

that the Internet has an impact on reading. It may be easy to claim that the internet is a visual

medium, that provides means for the transmission of images, video, and music, however, it's

still largely a text-based medium. It makes sense that a person's writing and reading skills

would be sharpened when more written material is made available to the person in the form

of online journals and newspapers. Searching through the world wide web, and reading about

e-books and online publishing, most articles and nearly every comment thread are filled with

declarations that e-book domination is already taking place.

 Fifth International on e-Learning (ECONF 2015), Bahrain. Sponsored by IEEE computer

Society 18-20 Oct, 2015 It’s been several years since the first Kindle was introduced, and

today, about 15% of consumer spending on books is electronic and about 30% of books sold

are e-books Miliot (2013), and a survey published by Pew Research Center in January 2014,

which was conducted just after the 2013 holiday gift-giving season, produced evidence that

e-book reading devices are spreading through the population. However, the same survey

indicates that the majority of book readers still only read in print, and overall, 50% of

Americans now have a dedicated handheld device– either a tablet computer like an iPad, or

an e-reader such as a Kindle or Nook–for reading content (Pew Research Center, 2014). So,

it’s clear that e-books are here to stay, but it’s less clearthat the complete demolishing of the

publishing industry is around the corner. Hu and Smith (2013) use aggregate sales data from

a publisher who stopped releasing e-book version of new published paper books for six

months as aab experiment. They conclude that delaying the release of e-books causes

insignificant change in overall hardcover salesbut a significant decrease in e-book sales and

total sales. While it may be important to understand the distinction between the traditional

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static type of eBooks, which can be accessed online, printed or read with an e-reader, versus

digital apps with an interactive user interface, however this research more concerned with

the future of printed books regardless of which e-book type (static or digital apps) has a

higher impact on the readers‟ selection. It is clear that the invention of the tablet PC has

created a new medium for book publishing; an example of this would be something

appearing on an iPad. To better answer the question of whether e-readers are making books

obsolete, we made a quick comparison in terms of usability and practicality, and we started

by looking at what e-readers actually do. In the year 2011, there were at least 10 different

models on the market, each with its own specific features and capabilities. None was capable

of providing everything, and so choosing one over the other depends on which of those

capabilities are most important to the reader. Looking the advertised information about the

different models, we found that some e-readers are devices dedicated to displaying digital

books, newspapers and magazines with no other extra feathers ( e.g. music or video

players) . Some dedicated e-readers offer Internet connectivity and other high-end

functionality, but their main purpose is to display e-books. Other e-readers come equipped

with features like Wi-Fi, MP3 support and full-color touch screens. They're a lot like laptop

computers, but smaller and a bit more portable. We chose not to provide examples of any

type because the issue is not to present the best device or point out the worst; we are only

providing general information about what is available for the readers. Regardless of the type

and features, we found that e-book readers and software apps can require some basic

computer experience. Each e-book reader works differently and must be installed and

learned, where books are very easy to use. Other advantage that traditional printed books

compare over this entire device is the ability to read traditional book direct sunlight. This is

not an easy service that any of the e-readers can provide (similar to using a smart phone for

reading a message when outside at high noon), and while each e-reader has the ability to

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 store thousands of books in one easy-to-use device (which makes them very convenient for

readers specially travelers and anyone who does a lot of reading on the go, however, readers

can break when Fifth International on e- Learning (ECONF 2015), Bahrain. Sponsored by

IEEE computer Society 18-20 Oct, 2015 dropped and as result a total loss of all the books

installed, where if printed books are dropped, all the reader need is to pick it up. Another risk

of damage to e-books is that these e-readers are handy for book worms, something that

printed books are not exposed to. In addition, many ebooks can be retrieved relatively

quickly compared to ordering books and waiting for them to be shipped and delivered. Some

e-book readers load books and turn pages slowly, printed books are ready the moment you

pick them up, unlike many e-readers or computers, real pages can be

flipped/skimmed/bookmarked fast, and the reader if desired, can work easily with many

books at once.

 Jarvenpaa and Todd (1997) stressed that service quality was most important in E-
commerce websites. According to a Boston consulting group survey (2002), 41% of
online shoppers stopped using online shopping website when they experienced
failure of transaction. This study further pointed out that disappointed customers
spent less money in online purchases. Customer satisfaction effected the money
spent on the website and if a customer was satisfied with the overall website quality
then he may buy value-added services like hotel booking, hire a cab, etc. . Security
and personalization are very important for online shopping.

 Kim and Lim (2001), found that system quality and information quality as most
important in user satisfaction. Delone and Mclean (1992) proposed a model to
measure the quality of information system by referring the work done by scholars in the
1980s .

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 Later, Delone and Mclean (2003) proposed an updated model for measuring
information system success. Information quality is a key factor in the success of
online travel ticket booking website. Relevant and easy-to-understand information
significantly influences customer satisfaction. The information in the travel website
should be easily understandable and briefly explained. Understandability means
ease of understanding and clarity of information includes frequent update of
information. In the travel industry, tickets are perishable and should be sold within a
certain time. The pricing is also very dynamic and changes frequently. So regular
update of information is needed to fulfil the customers‟ demands to get the best
deals possible .

 Website quality Numerous researchers have proposed different dimensions to

measure website quality. Sun et al. proposed that website quality canbe categorized
into three levels, technical service quality, content service quality, and customer
service quality. Ahn et al. indicted that website quality includes multiple dimensions,
which can be classified into information quality, system quality, and service
quality. Moreover, the website quality is perceived by the consumer as to how the
website looks and how it works, especially when compared to other websites [4].
Therefore, the evaluation of website quality not only aimed at technology and
service but also visual appeal and design.

 The following further develops the content and theoretical grounding of website
quality. System quality refers to the performance of the website system in terms of
usability, availability, reliability, adaptability, and response time. Information
quality includes accuracy, relevancy, ad completeness of the information provided
on the website. It also should be of appropriate scope and depth and present. Service
quality concerns the human involvement aspect in terms of responsiveness and
empathy. Moreover, high-quality website design means the website has easy
navigation, attractive appearance, and appropriate style, and it conveys a sense of
competency.

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 Pauline de Pechpeyrou (2009) conducted a survey on personalized selling online. It
was found that personalized selling increased positive attitude on the website, thus
getting more clicks on products displayed.

 Lee and Kozar (2006) used AHP method to investigate the factors effecting website
selection. Delone and Mclean’s model for IS success was used and websites selling
commodity goods only were considered for the study . The findings of the study
suggested that online shopping websites must provide more aesthetic and
convenient shopping experience. Information relevance was the most important
factor in website selection.

 Kuan et al. (2008) found that website quality was directly related to initial and
continued purchase intention. System quality was very important to convert a
website surfer to a customer. However, the research showed that system quality had
limited impact on purchase intention once the customer had significant trust in the
website. E-Commerce websites should not just provide information, but also convert
information seekers to online shoppers. As the shoppers repurchase from the same
website, system quality is very important. Similarly, for a customer purchasing a
travel product, information quality is very significant.

 Taylor et al. (2009) observed that personalizing online interactions improved

customer relationship and increased purchase intention. This study also investigated
the negative effect of privacy concern with behavioral intentions. Increase in
perceived information control reduced the negative effect on privacy and engaged in
positive intention. However, compensation increased trust.

According to Bevan (1999), an effective design is dependent on three factors:

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 1. Effectiveness is the situation where the tasks are completed correctly and
completely.
2. Productivity is the situation where the tasks are fulfilled in an adequate length
of time.
3. Satisfaction is the feeling in which the users are satisfied with the interaction
with the website.

Electronic Word of Mouth (e-WOM)

The Electronic word of mouth (e-WOM) is the statements (either positive or
negative) about a product or a company, which is on the internet (Xue and Zhou,
2010). It is a phenomenon that takes opinion place over the Internet and the
majority of the associated people who opined there remain anonymous (Cheung
&Thadani, 2012; Shan, 2016). With the comprehensive use of the electronic
word of mouth (e-WOM), present-day consumers can evaluate other people's
opinions about products and services regardless of their geographical limits
(Makrides et. al., 2020). Studies conducted on e-WOM have established the fact
that e-WOM is a critical concept for both consumers and marketers. Cheung
&Thadani (2012) divided e-WOM into two broad segments, which are: market-
level analysis and individual-level analysis. The market-level analysis deals with
the organizational outcome such as product sales, as a consequence of e-WOM
and individual level analysis deals with the effect of e-WOM on different aspects
of consumer behavior such as purchase intention. In recent times, e-WOM has
established a commitment to the issue of strategic importance in both research and
practice (Wilson et. al., 2017).
A lot of differences in many aspects can be found between the principal concept
of e-WOM and traditional word of mouth (WOM). One of the critical differences
in the range and speed of eWOM in terms of coverage (King, Rachella, & Bush,
2014; Cheung &Thadani, 2012). As the eWOM is readily available on the
Internet, it spreads rapidly reach millions within a brief period.
However, during the early phases, the format of e-WOM was mainly text-based,
but with the phases of time various formats of e-WOM started to emerge, and
now the people could share picture-based and video-based reviews (Lin, Lu, &

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 Wu, 2012). Thus, shortly we can conclude that numerous studies have been
undertaken using the concept of e-WOM. However, the majority of these studies
focused on e-WOM adoption, attitude, purchase intention and purchase as the
outcome of e-WOM effect. Very few studies focused on the relation between e-
WOM and online purchase intention. More specifically, the study of the impact
of e-WOM on online purchase intention and brand image in Bangladesh is
absence.

Online Purchase Intention

Online purchase intention is an individual’s desire of making any purchase that
gets reflected through different websites associated with each other (Chen, Hsu, &
Lin, 2010). Online purchase intention as described under the principle of the
theory of reasoned action (TRA), can also play as an indicator of consumer online
shopping behavior since the intention is considered as a predictor of behavior
(Ajzen and Fishbein 1980). Understanding the determinants of purchase intention
can help marketers in understanding consumer shopping behavior. Other factors
that are responsible for shaping the purchase intention also became important area
to study for researchers for many years. It is valid for online purchase intention, as
well. Because online purchase intention involves the higher degree of risk and
uncertainty compared to purchase from traditional brick and mortar setting, trust
plays a significant role in affecting online purchaseintention (Ariffin, Mohan and
Goh, 2018). This was further confirmed by Nathan et al. (2019) who conducted a
study on young Malaysian consumers and one of the findings of the study showed
that online trust is positively related with online purchase intention. The
technology perspective is another widely cited component of online purchase
intention. Another study by ye et al. (2019) confirmed that both technology and
trust perspectives have a significantinfluence on online purchase intention.

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e-WOM and Online Purchase Intention

As discussed above, it is evident from prior studies that trust plays a significant role in
affecting online purchase intention. One of the ways of generating trust in a company and
its products is eWOM (See-to & Ho, 2014). People share their opinions and experiences
through e-WOM, which can work as an information source for potential customers.
Based on the nature of the information (positive e-WOM or negative e-WOM) shared by
prior consumers about a product or company, a potential customer can develop a degree
of trust in the reviewed company or product (Tran and Strutton, 2020). This trust will
later impact the online purchase intention of that potential customer. Lin et al. (2011)
revealed that the quality of online review argument is positively associated with online
purchase intention. Erkan& Evans (2016) came up with the same findings that e-WOM
found on shopping websites is more influential on online purchase intention compared to
e-WOM found on social media websites. Hsu, Lin, & Chiang (2013) argued that online
recommendations obtained from bloggers significantly influence online shopping
intention of the blog users. See-to & Ho (2014) also said that e-WOM has a direct impact
on online purchase intention. Thus, from these discussions, the following hypothesis was
developed:

“H1- Electronic word of mouth (e-WOM) has a significant impact on Online Purchase
Intention.”

25
 Research objectives

1. To understand customer behavior about e-content subscription with regard to

Delhi NCR.
2. 2. To determine the consumer's preferred online reading material.

Research Methodology

 Research Design:
Exploratory and Descriptive both research designs will beused
in this study.

 Data Requirements:
Study is based on Primary Data collected from different
active readers.

 Sampling Procedure:
Sample are selected on particular student basis like student in
post graduation.

 Sample Size:
This study will be conducted with the help of online survey
through the structured questionnaire and the sample size will
be approximately 55.

 Data Collection Instrument:

Questionnaire or Google Forms.

26
 Managerial Implications

Results of study will be helpful for the digital content companies

as they can use it for policy making and to plan their
promotional campaign.
The study will be helpful to know awareness level of e-
newspapers among the readers so new awareness programme
can be formed as per results of the study.

Learning Outcomes

Future scope of e- content

Attitude: Readiness to buy subscription, decision making.
Uptake of subscription.
Demand-side and supply-side factors for awareness of digital
platform.
Awareness of customers preferences, Shift to digital form.

27
 DATA ANALYSIS & DATA INTERPRETATION

 Data Analysis
Data analysis model is econometric model and was planned to be done with the statistical tool

SPSS. The data was got mainly in the Likert scale for this purpose.

The various tools and functions available on Excel were used for necessary calculations. Bar

graphs and pie charts were generated to make the interpretation of the results. SPSS software was

used for the purpose of factor analysis. PLAN OF DATA ANALYSIS The data analysis done as

in the plan given below

1. Filtering of the questionnaire were done

2. The questionnaires were sorted into the respective groups.

3. Coding of the questions were done

4. All the data was entered into different excel sheets

5. This data was copied to the SPSS tool all the variable were explained

6.The other questions related awareness, departments, ranking and current brand were

analyzed using Microsoft Excel.

7. Results were tabulated and conclusion and recommendations were drawn.

Among the e-content that analyzed in the survey, E-Newspaper mean rating in case of

readers is the highest which is followed by e-magazines or others. From the bar graph it

is clear that digital e-content has very large impact on awareness of peoples. The reason

28
behind this can be attributed to long gestation period required for hard copy to establish

themselves in the segment, and e-content are very new in this field. Price Rating of

various e-content: [pic] In case of e-content rating of various magazine Chi-Square test.

This test has been performed on the data given to us by the survey’s sample space, to find

out data of occupation and subscription for digital newspapers are taken in the CHI-

square test. The difference which was obtained was a significant difference and it can be

concluded that the subscription of ae-content depends on the occupation of a person.

Thus, several occupations have to be specifically targeted to attain maximum mileage out

of this result. This test suggests that proper segmentation of the population on the basis of

age and occupation is required and thus, we can target them to deliver them the value for

their money. Thus, as we have proceeded by segmenting the sample space on the basis of

occupation and analyzing them the test suggests that we are in the right path. The table

for this test is given below;

Null Hypothesis (H0): On creating awareness hard copy Subscription is independent of

Occupation of the respondent.

Alternate Hypothesis (H1): On creating awareness hard copy Subscription is not

independent of Occupation of the respondent.

29
 Data Interpretation

Graph No.1

INTERPRETATION
Form the above graph its is show that 49.1% of total respondents are male
and 59.9% total respondents are female. Therefore, it is concluded that the
majority of females are customers of the company.

30
 Graph No. 2

INTERPRETATION

INTERPRETATION

Form the above graph it is show that 50.9% of total respondents are lie on
21-25 and 20% of total respondents are lie on above 20%. Therefore, rest
ofthe respondents is lie in age between 15-20, 26-30 & 31-35

31
 Graph No. 3

INTERPRETATION

Form the above graph it is show that 78.2% of total respondents are read
newspaper, books, magazines. Therefore, 21.8% of the respondents are not read the
news paper, books, magazines.

32
 Graph No. 4

INTERPRETATION
Form the above graph it is show that 81.8% of total respondents are having
internet connections. Therefore, 18.2% of respondents are not have internet
connections.

33
 Graph No. 5

INTERPRETATION
Form the above graph it is show that 47.3% of total respondents are know
about social media & 32.7% know through friends & 20% know through
colleague. Therefore, rest of the respondents are know through others

34
 Graph No. 6

INTERPRETATION
Form the above graph it is show that 45.5% of total respondents are read E-
books by using phone & 16.4% read by using laptops & 14.5% read through
tab. & 23.6% read through computer. Therefore, majority read through
mobile.

35
 Graph No. 7

INTERPRETATION
Form the above graph it is show that 43.6% of total respondents are spend
their time on internet through reading article & 18.2% spend through reading
newspaper & 38.2% spend through reading magazine. Therefore, majority of
the spend on reading article.

36
 Graph No. 8

INTERPRETATION
Form the above graph it is show that 18.2% of total respondents are carry
multiple books & and same search through text & 12.7% choose by their
portability. Therefore, 50.9% majority of choose e-book font adjustments.

37
 Graph No. 9

INTERPRETATION

Form the above graph it is show that 78.2% of total respondents are purchase e-
book over printed book. Therefore, rest of the respondents are purchase e-book
over physical book.

38
 Graph No.10

INTERPRETATION
Form the above graph it is show that 43.6% of total respondents are like e-
newspaper, 30.9% are like e-magazine. Therefore, majority like e-news paper .

39
 Graph No.11

INTERPRETATION
Form the above graph it is show that 20% of total respondents are evaluate
through utility & 50.9% through price & 29.1% choose by their durability.
Therefore, majority of evaluate e-book through price.

40
 Graph No. 12

INTERPRETATION
Form the above graph it is show that 32.7% of total respondents are read for
information & 47.3% read regularly & 20% read while waiting. Therefore,
majority of read e-book for Regularly.

41
 Graph No. 13

INTERPRETATION

Majority of the respondent are satisfied with e-book content

withthe no of 70.9%.

42
 Graph No.14

INTERPRETATION
Majority of the respondent are comfortable with new
technologies for e-book content with the no of 90.9%.

43
 Graph No. 15

INTERPRETATION
Majority of the respondent are read e-book content with the
English language with the no of 63.6%.

44
 DEMOGRAPHY OF THE RESPONDENTS

In the study, it was found that a large part of the respondents were from the age group of 21 to 25

years. Second largest cluster was above 26-30 years age group. Interestingly the younger lot i.e.

respondents from age group 15 to 20 years wereonly 17 percent of the total respondents.

Female respondents form the largest part of the total respondents. Their male counterpart only

formed 49.1 percent of the total population.

45
FINDINGS

• From the study conducted, the data reveals that the majority of male belongs to 18-25
years age group and who are the student and employed can be the potential customer
of the company.

• It is also interpreted that majority of people who are having computer at home and use
internet are highly use internet for the purpose of getting information, buy online, chat ,
play games.

• It is also found that majority of people like the website structure and design of Mozo
Hunt India and feel easy to navigate throughout the website with clear homepage and
are feel safe to make payment and share personal information onthe website.

• Majority of people feel that they understand product after receiving relevant
information about that product on online reviews.

• Majority of people are agree to the fact that comment or update about a product/brand
on eWOM forms has an influence on how they consider that product.

• Majority of people are neutral on purchasing one product recommended on eWOM

forums and the other not, and they would always choose to buy the recommended
product.

46
 RECOMMENDATIONS

The subject syllabus or e-books, newspapers can target the students from age group 15 to 25

years. It is general a practice in the schools and colleges, students are advised to read English

newspapers, magazines, journals, periodicals on a regular basis as these practices enhances the

analytical skills. For this, case studies, journals, analytical news presentations, management

quizzes and games can be included.

More than anything the print media should promote reading. In order to populate and promote

the reading, management festivals, quizzes, and seminars can also be organized in various

popular school and colleges. These activities help the brand to associate with the students and

potential consumers. Some special subscription schemes can be offered to professionals.

Rather than taking as a competitors, technology and innovation should be used to make the

magazine reading a truly enriching one. Some of the innovative ways to integrate technology and

innovation with magazines are as follows:

 Use of social networking sites like Twitter, Facebook etc for branding, driving

traffic, listening to your customers etc. Magazines that create an active presence in

social media reap the benefits.

 Creation of Outside Content: as staffs shrink, magazines need new sources of

content. Magazines need to curate content from anyone writing intelligently about

their niche, whether it’s from other publications or high-quality bloggers.

47
CONCLUSION

From the above results, we can conclude that among the four identified factors, which

influence website quality, information quality and customer satisfaction significantly

affect customer satisfaction. It is also evident that customer satisfaction leads to purchase

intention.

Through adding to the professional literature, this study helps owners of the online store

to define their Content quality more clearly, and to lead their customer strategies more

effectively. Now, some examples in this study are presented:

1. To enhance e-satisfaction, the owner of the E-content should place greater emphasis

on improving content quality. In particular, it must fully demonstrate the local content

about the area.

2. E-content designers should show their content more interesting and engaging. When

online customers find more interesting, their interaction with the E-content will increase

and they will be positive Empact on the company.

3. According to the data collection and after analyzing the data the conclusion is that the

customers or readers of E-content are more satisfied with MozoHunt Pvt. Ltd.

48
4. Most of the customers subscribe for more than a year, but it happens due to the offers

provided by the company. The customers or readers are happy with the price and content

of the magazines, newspapers, books.

5. Mostly the readers feel that they are neither happy nor sad with E-contents. The

readersare happy with the aftersales support of the company.

49
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

peoplein 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 2023.

Thus, it cannot be used to analyses behavior 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.

50
 REFERENCES

 C.R. Kothari, Research Methodology Methods and Techniques, New Age

International Publisher.

 Congel F. Y. (2012). The Perceived Risk and Value Based Model of Digital

Marketing. Online Academic Journal of Information Technology.

 Berkman, Harold W.& Gilson, Christopher; Consumer Behavior, Concepts and

Strategies.

 Jain P.C. and Bhatt M., “Consumer behaviour in Indian context”, S. Chand, New

Delhi,

o 2004

 Sharkey, U., Scott, M., Acton, T.: The influence of quality on e-commerce

success: an empirical application of the Delone and Mclean IS success model.

International Journal of E-Business Research (IJEBR) 6(1), 68–84 (2010)

 Kuan, H. H., Bock, G. W., &Vathanophas, V. (2008). Comparing the effects of

website quality on customer initial purchase and continued purchase at e-

commerce websites. Behavior & Information Technology, 27(1), 3-16.

 Law, R., &Bai, B. (2006). Website development and evaluations in tourism: a

retrospective analysis. Information and communication technologies in tourism

2006, 1-12.

 Delone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of

information systems success: a ten-year update. Journal of Management

Information Systems, 19(4), 9-30.

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  DeLone, W. H., & McLean, E. R. (1992). Information systems success: The quest

for the dependent variable. Information Systems Research, 3(1), 60-95.

 Devaraj, S., Fan, M., &Kohli, R. (2002). Antecedents of B2C channel satisfaction

and preference: validating e-commerce metrics. Information Systems Research,

13(3), 316-333.

 Cai, S., & Jun, M. (2003). Internet users' perceptions of online service quality: a

comparison of online buyers and information searchers. Managing Service

Quality: International Journal, 13(6), 504-519.

 Jarvenpaa, S. L., & Todd, P. A. (1997). Is there a future for retailing on the

Internet? Consumer reactions to electronic shopping on the World Wide Web.

Electronic Commerce, 1(2), 59-88.

 Boston Consulting Group (2002), “Profitability with in reach for online retailers

that master all elements of customer satisfaction”, www.bcg.com.

 Yang, Z., & Jun, M. (2002). Consumer perception of e-service quality: from

internet purchaser and non-purchaser perspectives. Journal of Business Strategies,

19(1), 19.

https://www.MozoHuntindia.com/about-

us/https://www.researchgate.net/publication/260320567_The_Future_of_Digital_Magaz

ine_Publishing

https://www.researchgate.net/publication/229039171_Exploring_the_potential_of_electro

nic_magazine_among_internet_users

https://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1008&context=grcsp

https://www.tandfonline.com/doi/full/10.1080/17512786.2019.1685903

52
APPENDICES

Q1. Name-……………………………..
Q2. Gender:
o Male
o Female

Q3. E-mail Address: ………………….

Q4. Age:

o 15-20
o 21-25
o 26-30
o 31-35
o Above 35

Q5. Do you read Newspapers, Books, Magazines?

o Yes
o No

Q6. Do you have internet connection?

o Yes
o No

Q7. How you know about e-books?

o Social Media
o Friends

53
 o Colleague
o Others

Q8. Which device have you used to read your e-books?

o Phone
o Computer
o Tab
o Laptop

Q9. You spend time on Internet for.

o Reading Articles
o Reading Magazines
o Reading Newspaper
o Others

Q10. What factors have made you choose an e-book

over a printed books?

o Font adjustment
o Can search through text
o Can carry multiple books at once
o Portability

Q11. Was cost a factor influencing you to purchase an e-

book over a printed books?

o Yes

54
 o No

Q12. What do you prefer while traveling?

o E-book
o Printed book

Q13. What kind of e-content do you like to read?

o E-newspapers
o E-magazines
o Syllabus for students
o Others

Q14. On what basis you evaluate E-books?

o Price
o Utility
o Durability
o Others

Q15. How often you read e-book?

o Regularly
o While waiting
o For information
o Others

Q16.Have you heard MozoHunt Pvt. Ltd. Company.

o Yes

55
 o No

Q17. If yes, then what are major factor to buy e-content of

MozoHunt Pvt. Ltd. Company.

o Quality
o Prices
o Availability
o Others

Q18. Are you satisfy with e-book contents.

o Yes
o No

Q19. Are you comfortable with new Technologies for e-

content readings.

o Yes
o No

Q20. How many e-books have you completed or about to

completed in the last year?

o 1
o 2
o 3
o 4
o Over 4

56
Q21. Which language you prefer for e-content?

o Hindi
o English
o Others

57