A

RESEARCH PROJECT REPORT

ON

CONSUMER BUYING BEHAVIOUR ON BALL

PENS

Submitted for the partial fulfillment towards the

Award of degree in Bachelor of Business Administration of
Himachal Pradesh University, Shimla

SUBMITTED TO: SUBMITTED BY:

SCHOOL OF BUSINESS MANAGEMENT NEHA PATHANIA
Govt. PG College Dharamshala BBA
Roll. No : 7910
Batch: 2011-2014
Semester: VI Sem.
INTERNAL GUIDE:
MRS. MEENAKSHI
Assistant Professor
Dept. of BBA

SCHOOL OF BUSINESS MANAGEMENT

GOVT. POST GRADUATE COLLEGE
DHARAMSHALA
 SCHOOL OF BUSINESS MANAGEMENT
GOVT. PG COLLEGE DHARAMSHALA

TO WHOM IT MAY CONCERN

This is to certify that this project titled CONSUMER BUYING

BEHAVIOUR ON BALL PENS is submitted in partial
fulfillment of the requirement for the Degree of Bachelor of
Business Administration of Himachal Pradesh University by Ms.
NEHA PATHANIA, Roll No. 7910 has been executed under
my supervision and guidance. Data reported is original to the
best of my knowledge.

Date: PROJECT GUIDE:

MRS. MEENAKSHI
Place:
Assistant Professor
Dharamshala Dept. of BBA
 DECLARATION

I hereby declare that the project report entitled

CONSUMER BUYING BEHAVIOUR ON BALL PENS

is the produce of my sincere efforts. This project is submitted to School Of

Business Management, Govt. PG College, Dharamshala in partial fulfillment of the
award of degree of BBA, is a bonafide work carried out by me. This work has not
been submitted anywhere else for any other degree/ diploma.

Date: April 2014 Neha Pathania

Roll No. 7910
 ACKNOWLEDGEMENT

Many lives and destinies are destroyed due to a lack of proper

guidance, direction and opportunity. It is in this respect I feel
that I am in much better position today due to continuous
process of motivation and focus provided by my Parents and
Teachers in general.

The process of completion of this project was a tedious job and

required careful guidance at all stages. I would like to highlight
the role played by many individuals towards this.

First and foremost I express my heartily thanks to Prof. R. P.

Chopra (Director, Dept. of BBA), Prof. Sunil Mehta
(Coordinator, Dept. of BBA) and Mrs. MEENAKSHI (Assistant
Professor) for their cooperation and able guidance.

At last but not least I would like to thank my dedicated and respected
parents who were supported all the time and also to my friends who gave
me a constant support and suggestions for preparation of my research
report.
I. Executive Summary

Cello Note books involves different types of note books which would be entering the market
in 2010 by cello company. This marketing plan summarizes the company's situation at the
time different note books were introduced and the different marketing strategies that we
believe would be best for cello company and their new note book.The marketing strategies
include proposed strategies involving product, price, place, and promotion.Included in the
marketing plan are pro-forma income statements for Launch of the note book.Consumers first
purchased note books without much knowledge or information concerning the product's
benefits. As new product development increased, and consumers became better informed
about the benefits of note books, they began to focus their interest not only on writing , but
also on the quality of pages and their need , . Because consumer interest and note book
purchases began to increase, advertising and promotion also began to increase, which lead to
the development and addition of the super-premium product class. Consumers began to
purchase note books based on the specific benefits each note books and company had to offer.

TABLE OF CONTENT

Chapter No. Title Page No.

1. INTRODUCTION
1.1 Introduction of Ball Pen Industry 1-4
1.2 History of the Company 5
1.3 Company Profile 6- 7
1.4 Awards & Business Mission 8-11
1.5 Market Players 12
1.6 SWOT Analysis 13-14

2. RESEARCH METHODOLOGY
2.1 Meaning of Research
2.2 Data Collection
2.3 Tools used for Data
2.4 Objectives of the Study

3. DATA ANALYSIS AND INTERPRETATION

4. FINDINGS

5. CONCLUSION
6. RECOMMANDATIONS

7. LIMITATIONS

8. BIBLIOGRAPHY

9. ANNEXURE

1.1.INTRODUCTION TO BALL PEN INDUSTRY

There has been a need to document through the use of writing instruments since the dawn of
makind.Pens and Pencils continue to be the staples of everyday life and indispensable items
for everyday use.Wriritng Instruments continue to play integral part in the life of particularly
every Business, School, and household. The advent of computers and related technologies
has yet to make writing industry and Instruments Slow Paced and Obsolete. In fact, the
writing Instruments embraces the evolution of technology by incorporating it into new
products and using it to enhance business aspects and client services.

The size of the writing Instruments Industry in India is estimated at about Rs 1800 Crores of
which organized players account for 70% of the market share and the unorganized players for
the rest. The industry Grew by about 15% in 2004-05 and by 13.5% in 2005-06,largely driven
by the growth of organized sector, indicating that consumer are responding favourably to
Quality and Branding. It is expected that promotion, easy availability, and affordability,
branded off make will accelerate and help the organized sector eat into unorganized Presence.
India's Writing Instruments Industry is reserved for the small sector with a statutory limit on
the maximum Investment in Plant and Machinery at Rs 50 Crores.As a result critical pen
component like refills are manufactured in house, while all non critical components are
outsourced.

Most Indian companies cater to the "Value for Money"(i.e. High Volume Low Value Strategy)
While International Players cater to Premiums segment operating through exclusive
Distributors. Globally writing Instruments Industry is estimated at Rs 50000 Crores (p.a).
China controls approximately 10% of the global markets while the Indian share had so far
been Mini scale. But given the superior quality perception that "Made In India" pens have
over the Chinese, the buying preference of major retailers has been shifting to Indian
Products and Brands.
The makers of India's favorite Cello pens, are a part of Rs.800 crore (US$ 182mn.) Cello
Group. Lauded as one of the world's best and India's largest pen manufacturer's and well
known for its dynamism and spirit of innovation. Cello ceaselessly endeavours to bring in the
newest and the best of technology to set new benchmarks in quality and innovates constantly
to blaze new trails in the market place. At Cello, innovation is not just a guiding philosophy,
it is a key business process, dynamism and a defining attitude. Today Cello offers one of the
largest range of pens offered by any manufacturer in the world, all conforming to the highest
global standards. The result of a well-equipped assembly line with over 175 ultra-
sophisticated injection moulding machines and a highly trained and dedicated work force of
5000. Cello's extensive global R & D, cutting-edge manufacturing technology, production,
processes, globally sourced material and exhaustive quality standards are among the best in
the world. It's what makes Cello Group strong business conglomerate. It's what make a Cello
a Cello.

India is an extremely competitive Rs 1200 crore (US$272 mn) market for plastic moulded
writing instruments and Cello is the undisputed leader, presently manufacturing 4.2 million
pens per day, with an installed capacity of 4.5 million pens per day. A colossus towering over
the rest, Cello has well over 33% share in the domestic market and Rs 400 Crore (US$90.9
mn) turnover. Cello has been achieving unrivalled growth rates of 12% p.a. in the domestic
market and exports growing at 60% contribute 14% of the domestic turnover. Thanks to the
cutting edge technology,vast range of innovative pen across every price point, unparalleled
consumer reach and strong brand equity, its really no wonder Cello today sells nearly 4.2
million pens a day, every day.

The writing instrument industry in India is huge; and it is estimated at about Rs 2,600 crores.
Out of this, the organized sector is worth Rs 2,000 crores. Despite an increase in the usage of
computers and smart phones, people still continue to use pen and paper.

Experts predict that the writing instrument industry will survive for years because of the
technological advancements in this sector. There are technological improvements in the raw
materials, ink and metal used in the making of writing instruments, which increase the user
friendliness of the products. And this is the reason why consumers still use pens and pencils
in this technological era.

Not only is India a huge producer of writing instruments, but it is also a large exporter of
writing instruments. In fact, India exports pens worth Rs 200 crores. The Indian market
comprises 15 large-scale, 100 mid-size, and 900 small-scale manufacturing units.

And these units have a total production capacity of over 10 million units on a daily basis.
And these units are sold in local markets in stationery shops, book shops, and supermarkets,
and distributed in offices.

Close to 80% of the revenues of the pen industry in India come from pens that are below Rs
15 per piece. There is a wide range for the pricing of pens a pen can cost as low as below
Rs 15 per piece and as high as Rs 100,000.
So, majority of the revenue comes from pens that are below Rs 15 and a small percentage of
revenue comes from pens that are priced between Rs 100 and Rs 300. Pens of premium
brands form a miniscule segment of the market.

The market for pens below the price of Rs 15 is growing at 7-8% annually whereas the
market for pens above Rs 15 is growing at the rate of 8-10% annually.

Around 55% of the consumers of writing instruments are students, followed by executives
and office-goers at approximately 20%. In the mass segment, where the price of the writing
instrument is below Rs 20, the major market players are Cello, Linc, and Reynolds.
In the high-value segment, where the price is between Rs 20 and Rs 400, the market players
are Uni-ball, Pilot and Parker, whereas in the premium segment, where the price is above Rs
400, the major market players are Mt Blanc, Parker, Cross, Lamy and Sheaffer. At present,
Linc, the leading brand in writing instruments in India, has close to 15% market share. Linc
has a Rs 500-crore market size in the Indian pencil industry.

The demand for writing instruments will continue to grow in India because Indias working
population is expected to grow by 20% by 2020, leading to a higher per capita income, which
in turn leads to greater literacy and a growing demand for stationery.

Writing instruments have also made their way into the corporate gifting segment. During
corporate events, writing instruments are given as gifts or mementoes. Many people have the
misconception that technological advancements will reduce our dependency on pens and
pencils.
This is not true. As long as companies continue to make pens and pencils of good quality that
are on par with technological advancements, we will witness the growth of this industry in
India.

The following Information regarding the Writing Instruments Industry Has been obtained
from the Public Sources like: Business Line, Economic Times, Financial Express, some
Companies Catalog are Used along with Internet Support.

CHANGING CONSUMER BEHAVIOUR

The Purchase of a single Pen used to be a considered decision until not too long ago.
Today, most consumers buy multiple pens in a single Purchase. Because the consumer
would go out specifically to buy a pen earlier, today most buy along with a number of
other things as apart of their monthly provisions. Earlier there was one pen to write, now
interestingly even as communication is getting increasing psychological, there is different
pen, Ink, Size for different Moods, Needs and Situations.
 Gone are the days where pen were just considered as merely an item of writing, But now
it a Quasi Fashion Statement Something thats aligns with Your Personality, Of course
Still the Pen purchase Decision is considered As Low Involvement Decision.

GLOBAL WRITING INSTRUMENT INDUSTRY

Globally, Writing Instrument Industry is rising at a Healthy rate despite growing
computerization. The global Writing Instrument Industry is estimated at Rs 50000 Crores.
(p.a) where USA Markets grew by 5% last year (2005-06) and is expected to grow by the
same Proportionate at this time too. China controls approximately 10% of the global
market, due to it manufacturing Process. India is becoming most preferred manufacturing
destination after china. Indian Products Quality is among best in the world, Compared to
china Mass Market Products. Indian Market is Growing healthily at 15 to 20% and is
Expected to Grow with same Rate for upcoming 2 to 3 years (acc to CAGR)., where the
organized sector now controls 70%+ market share as compared to 54% up to 2000.

MARKET AND MARKET INFORMATION (IN DETAIL).

The worldwide Market's Size for Writing Industry is Rs 50000 crs (p.a) USA market
alone is $2.2 Billion Dollars (App 10000 Crores Rs) approx.
Chinas exports of Pens are over Rs 5000 Crores (p.a) approx.
India's Pens Exports are merely Rs 200 Crores (p.a) approx.
The Annual Turnover of the Industry in India is now estimated at Rs 1800 Crores (p.a)
and is expected to Increase annual growth rate by 15-20% (p.a).
India is Viewed as Quality Supplier, where as China as Cheaper and Lower quality
Products.
Germany, Japan, Taiwan & Korea were hubs for the Writing Instrument Industry, But
due to cast factor manufactured have started shifting to China and India.
Previously Switzerland was the manufacturing centre for Ball point Tips, but now
India is emerging as a major Tip Manufacturer satisfying not only Domestic demand
but Global Demand Also.
 REGULATORY REQUIREMNTS
In India as per current law, the manufacturing of writing instruments is reserved or falls
under the category of SSI (Small Scale Industry Sector). Thus there is ceiling on
Investment in Plant and Machinery Manufacturing Process (Max Rs 50 Crores),
excluding Mould Making as it is Highly Capital Intensive part of Manufacturing. Of

course any EOU (Export Oriented Unit) does not fall under this Purview of SSI. 1.2

HISTORY OF THE COMPANY

1982 , With a tiny factory for making plastic household goods, Mr. G. D. Rathod makes a
small beginning in manufacturing.

Behind this step the founder has a vision of uncompromising quality and total consumer
satisfaction. Set up on this deep foundation, Cello begins its journey to become a leader.

Your browser may not support display of this image 1986. A new factory for Cello
Thermo ware is set up in Goregaon, Mumbai capable of manufacturing the finest range of
hot pots and casseroles, insulated water bottles, attractive range of insulated jugs and
flasks. Soon demand rises for the new and quality products, to keep up with which a new
factory is set up in Daman. Cello Household Products began to be exported to a number
of countries.

1994, Cello Group ventures into manufacturing moulded furniture.

Elegant, versatile and durable, cello furniture brings convenience and style to consumers
at surprising economical price, made from special grade plastic and state-of-the-art
moulds from Italy. Cello becomes a household name in quality.

1995, Cello Writing Instruments, a part of Cello Group entered in plastic mouled ball
points pen market. In 1995, Cello exploded on the scene with Cello Clear Pens with
Swiss tips and German ink and changed forever the way pen ran on paper. The
revolutionary new smear free, smooth flowing pen not just took the market by storm but
market a new era in writing instruments in India. Not too long after, the company
 unveiled two more models Prism and Crystal and with that started as a mere 3-machine
company , took wings.

1.3.COMPANY PROFILE

CELLO WRITING INSTRUMENTS the makers of Indias favourite Cello pens , are part
of 1000 crore (US$250 mn). Cello Group lauded as one of the worlds best and Indias largest
pen manufacture and well known for its dynamism and spirit of innvotion. Cello ceaselessly
endeavours to bring in the newest and the best of technology to set new benchmarks in
quality and innovates constantly to blaze new trails in the market place. At Cello, innovation
is not just a guiding philosophy, it is a key business process, dynamism and a defining
attitude. Today Cello offers one of the largest range of pens offered by any manufacturer in
the world, all conforming to the highest global standards. The result of a well-equipped
assembly line with over 180ultra-sophisticated injection moulding machines and a highly
trained and dedicated work force of 10000. Cello's extensive global R & D, cutting-edge
manufacturing technology, production, processes, globally sourced material and exhaustive
quality standards are among the best in the world. It's what makes Cello Group strong
business conglomerate.

India is an extremely competitive Rs 1500 crore (US$350mn) market for plastic moulded
writing instruments and Cello is the undisputed leader, presently manufacturing 6 million
pens per day, with an installed capacity of 6.2 million pens per day. A colossus towering over
the rest, Cello has well over 33% share in the domestic market and Rs600 Crore
(US$1200mn) turnover. Cello has been achieving unrivalled growth rates of 12% p.a. in the
domestic market and exports growing at 60% contribute 14% of the domestic turnover.
Thanks to the cutting edge technology,vast range of innovative pen across every price point,
unparalleled consumer reach and strong brand equity, its really no wonder Cello today sells
nearly 6 million pens a day, every day.

Cello has India's largest range of smart looking, high-performance gel ink and ballpoint
pens in different ink colours and at a variety of price points. Be it a school kid , a college
student , a young professional or a senior executive, there is a Cello for every one. Starting
from Cello Alpha Gel ,Maxriter and Gripper pens for pressure-free writing that are a hit with
school kid to the cool looking Cello Finegrip, Pinpoint and Technotip XS that the college
going crowd vouches for. From the ever-dependable Cello Finer, Pointec and the stylish Cello
Powermaxx that has become the working professionals' most preferred to the Cello Sapphire,
Papersoft and Executive pens with a certain understand luxury that have become a common
sight on the desks of senior executives. There's also Cello's new range of Highlighters and
markers that have carved out an enviable name for themselves in a very short time

Cello is now poised on the verge of an exciting new leap forward, with an ambitious
diversification plan that will propel Cello well beyond the realm of pens and writing
instruments. Cello's foray into notebooks, office files (stationery products) pencils, desktop
accessories, OHP & CD markers and mechanical pencils will lead to enormous growth in the
coming years.
Cello Pens are backed by well-thought out marketing and advertising campaigns based
on strategically sound positioning that have driven the name Cello to the tip of every tongue.
Today, Cello enjoys very high top-of-mind consumer recall and a prime spot of consumer
mindspace. This, coupled with Cello's aggressive below-the-line promotional initiatives,
makes sure Cello stays the most asked for pen in India.

Cello has India's largest range of smart looking, high-performance gel ink and ballpoint pens
in different ink colours and at a variety of price points. Be it a school kid , a college student ,
a young professional or a senior executive, there is a Cello for every one. Starting from Cello
Alpha Gel , Maxriter and Gripper pens for pressure-free writing that are a hit with school kid
to the cool looking Cello Finegrip, Pinpoint and Technotip XS that the college going crowd
vouches for. From the ever-dependable Cello Finer, Pointec and the stylish Cello Powermaxx
that has become the working professionals' most preferred to the Cello Sapphire, Papersoft
and Executive pens with a certain understand luxury that have become a common sight on the
desks of senior executives. There's also Cello's new range of Highlighters and markers that
have carved out an enviable name for themselves in a very short time.

..Cello Pens are backed by well-thought out marketing and advertising campaigns based on
strategically sound positioning that have driven the name Cello to the tip of every tongue.
Today, Cello enjoys very high top-of-mind consumer recall and a prime spot of consumer
mindspace. This, coupled with Cello's aggressive below-the-line promotional initiatives,
makes sure Cello stays the most asked for pen in India.
1.4.AWARDS & BUSNIESS MISSION

Awards
True merit never goes unrecognized. Cello has bagged national and international recognitions
and awards there are to win in fields associated to its endeavors for product quality, service,
manufacturing practices, environmental safety standards, export performances and for
excellence in marketing. Cello has also won Reader's Digest Trusted Brand in Asia for three
successive years 2006, 2007 and 2008 as well as Plexcouncil Export Award .

Cello brand has received an overall average score of 6.30 out of 10 in the 3 rd edition of
Consumer Superbrands and it falls within the top 25% of all brands across all segments and
all categories. Cello is proud of its achievements and grows only more resolute to raise the
bar higher still every it receives an honour.

Business Mission

To develop, produce and sell high quality note books worldwide and help our customers
to get the maximum value for money.

To create incremental demand for note books through marketing and promotion
strategies.

To create incremental enterprise and brand value to increase the net worth of the group

To build in-house resources of unsurpassable skill in design, manufacture and customer

response.
The aim is to make cello the leading brand in notebook segment .Vision further positions
cello as a market driven, people centric company with a strategy and a structure that fully
reflect the needs of its customer base while also increasing shareholder value. And the
company' vision is to plan to offer the customer the world's most finest and advanced
products and to become the leading consumer durable brands in the country.
To delight and deliver beyond expectations through ingenious strategy implied
enterprenuership, impared technology, innovative products, insightful marketing and inspired
thinking about the future.

Marketing Objective
The objective is to establish the company as India's best note book making company.

To be the world's leading manufacturer of note book and retailer of branded note books , with
a strong, globally diversified infrastructure and integrated operations efficiently linking note
book from rough to retail.The marketing objective is to strengthen the positioning of cello
note book and with this note book segment to grow from 5 percent to 15 percent. The main
objective is to file survey during the project to find out the market share of the cello and to
find out the potential dealer and development of these dealers. The objective was to find out
that what are the parameters which affect the customer while purchasing product.

To enhance the knowledge about marketing and branding activity.

THROUGH INGENIOUS STRATEGY;

Only by taking recourse to advance planning and strategy that a business can hope to survive.

PRODUCT DEVELOPMENT;
Product development innovations and customizations are the tools cello uses to stay ahead of
the competitors.

INSIGHTFUL MARKETING: -
The market share depends a lot on the psyche of the customer. This means that those with
deeper insights into the elusive mind of the buyer are likely to dominate.

INSIGHTFUL THINKING ABOUT THE FUTURE:-

The future is unpredictable but not doing anything about it is the foolishness. Cello
extrapolates future trends on the basis of current changes in technology and preferences

The INDIAN Consumers

Recently, there has been a huge growth in the number of different styles for note book on the
market - a trend that is set to have caught the imaginations of many consumers who have
grown tired of boring and simple white paged notebooks. Many consumers base a lot of their
purchase decisions on how attractive useful and effective a note book can be . whether the
pages are good enough, whether the note book suits their purpose or whether the note book
contains all the qualities to fulfill their needs . They also base their purchases around the
ability of the note book In INDIA, when it comes time to purchasing a note book, there are
three different consumer groups.

For rough work

For making notes

For other purposes

People using note book for rough work are more concerned about the number of pages

Other who use it for fair work or making notes are concerned about quality so that they can
read easily what they write and will remain with them for a long time

The people using it for other purposes do not bother much about or don't take much interest
about these facts and use note book because they have something to write

But, our target would be all three types of consumers which is quite huge.

Product Name - ''cello Note book" From "cello company ".

SLOGAN - Long-lasting breath and whitening forever.

Product description

Types of note books:

A) Nylon sheet note books are specially made for those customers who believe need quality
pages that cannot be damaged by water , heat etc

B) Thick notebooks are ment for those who need more pages in their note books so that they
can use it for a longer period

The main characteristic of these note books are what ever is written on these books can only
be rubbed by eraser while the water has no impact over what is written either with pencil or
pen . even they are not easy to damage by water and fire

1.5.MARKET PLAYERS

CELLO

It is the biggest Player In the Industry with Turnover of Rs 800 Crores(US$ 182mn) .
As the present scenario Cello is considered to be market leader in the Industry.

TODAYS

It is at number 2 Position in the Market and is considered to be the toughest Competitor

of Cello (Market Leader) and not only the Leader but other followers In organized Sector.

Pen as a product is close to people of all walks of life at different age and of different
gender and the association of it is a life long one.

For some with a good quality pen at finger tips actually elevates their confidence level
and makes them feel good.
 Ball pens forms the biggest chunk of the pen market in India and accounts for 72 percent
of the total pen market followed by gel pen at 28 percent (Refer Table 1). The brand
leaders in this market are Cello, Todays,Linc and other players

Table 1: Ball and Gel Pens - Market Break-Up (Value)

1 Ball Pens 72%

2 Gel Pens 28%

Ball and Gel Pens - Market Break-Up (Value)

1.6 SWOT ANALYSIS
Strengths

Advantages of proposition

Capabilities

Competitive advantages

USP's (unique selling points)

Resources, Assets, People

Experience, knowledge, data

Financial reserves, likely returns

 Marketing - reach, distribution, awareness

Innovative aspects

Location and geographical

Price, value, quality

Accreditations, qualifications, certifications

Processes, systems, IT, communications

Cultural, attitudinal, behavioral

Management cover, succession

Weaknesses

Disadvantages of proposition

Gaps in capabilities

Lack of competitive strength

Reputation, presence and reach

Financials

Own known vulnerabilities

Timescales, deadlines and pressures

Cash flow, start-up cash-drain

Reliability of data, plan predictability

Morale, commitment, leadership

Accreditations, etc
 Processes and systems, etc

Management cover, succession

Opportunities

Market developments

Competitors' vulnerabilities

Industry or lifestyle trends

Technology development and innovation

Global influences

New markets, vertical, horizontal

Niche target markets

Geographical, export, import

New USP's

Tactics - surprise, major contracts, etc

Business and product development

Information and research

Partnerships, agencies, distribution

Volumes, production, economies

Seasonal, weather, fashion influences

Threats

Political effects
 Legislative effects

Environmental effects

IT developments

Competitor intentions - various

Market demand

New technologies, services, ideas

Vital contracts and partners

Sustaining internal capabilities

Obstacles faced

Insurmountable weaknesses

Loss of key staff

Sustainable financial backing

Economy - home, abroad

Seasonality, weather effects

2.1 MEANING OF RESEARCH

The term research is composed of two words RE and SEARCH which means to search
again. Research is conducted to search for new facts or to modify the existing facts. The
obvious function of research is to add new knowledge to the existing store as well as to
remove the misconceptions and ignorance of mankind. Thus , research is a process and means
to acquire knowledge about any natural or human phenomena. It is the pursuit of the truth
with the help of study , observation, comparison and experiment.
Meaning of Research Design

Research design is a working plan prepared by the research before the actual start of research
work. It is the conceptual structure within which research activity is conducted. It is a
strategic plan of research. Research design includes an outline of what the researcher will do
from writing the hypothesis and its operation to collection, analysis and interpretation of data.

Example: A house builder prepares a blueprint of the entire building before commencing the
actual construction.

Meaning of Sample

A part of the population which is studied for making judgment about the entire population is
called a sample. Different methods of drawing a sample out of a given population have been
developed by the statisticians. These methods with help of which a sample is drawn out of a
given population are called as a technique of sampling.
Sample Design

1) Sample size : considering the constraints, it was decided to conduct

the study based on sample size of 100 respondents.

2) Sample Area : Himachal Pradesh

3) Sampling Method : Non-probability sampling, Convenience sampling

4) Sampling Unit : Dealers and customers

Sampling Method

Non-Probability Method

Non-Probability method is not based on the theory of probability. The principal of normal
distribution is not applicable in the case of non-probability samples because the probability of
the member of population being selected is unknown. The researcher usually prefers non-
probability sampling over probability sampling due to cheap and convenient. Although non-
probability sampling does not yield certain benefits like probability sampling. It suffers from
sampling bias which may distorts results. The researcher generally goes for non-probability
sampling because he has limited funds at his disposal for conducting research.

Convenience sample

As the suggests , in this method the researcher selects the sampling unit according to his
convenience. Researcher interviewed people whom he happens to meet. The selection of
place and prospective respondents is subjective rather than objective.

Example: For survey of consumer satisfaction level in a particular area of the city towards
FMCG products, researcher may select those consumers whom he may contact easily. This
method , therefore is also known as Accidental sampling because the respondents whom the
researcher meets accidently are included in the sample . Convenience sample are often used
in explorating situations when there is need to get only an approximation of the actual value
quickly and inexpensively. This is the simplest method to use and requires no special
knowledge for sample selection. But however, Convenience samples contain unknown
amounts of both variable and systematic selection errors. This method is highly biased and
does not represent the universe.
2.2 Methods of Data Collection

There are two methods of data collection:-

Primary Data

It is collected by an investigator or agency for the first time. For the purpose of statistical
investigations. It is first hand information. According to Prof. H.Secrist primary data
are meant those data which are original, that is, those in which little or no grouping has been
made , the instance being recorded or itemized as encounted. They are essentially raw
material. Primary data once collected and published becomes secondary data.

Secondary Data

Secondary data are the data which are collected from some secondary sources i.e. the sources
of reservation or storage where the data are stored after being collected and used for some
purpose by some other agency. These data are available either in the published or unpublished
form and are collected for the time other than the first time by investigation at hand.

1) Primary Data : Through interaction with dealers &

Retailers.

Through questionnaire filled from

Dealers ,retailers and consumers.

2) Secondary Data : Websites, Magazines, Books etc.

2.3 Tools Used for Data Collection

There are several methods of collection primary data, particularly in surveys and descriptive
research. Important are-

Observation method
Through questionnaires
Interview method

In this project I have used questionnaire method.

Observation Method

The observation method is the most commonly used method specially in studies relating
to behavioural sciences. Direct observation of people and how they behave in situations
of interest is a commonly used method of collecting information. Many studies have been
made of shopping behavior to determine the relative effects of such variables as displays,
availability and reliance on sales persons advice on brand selected and the quantity
purchased. Under the observation method the information is sought by way of
investigators own direct observation without asking from the respondent. For example,
in a study relating to consumer behavior, the investigator instead of asking the brand of
wrist watch used by the respondent, may himself look at the watch.

Questionnaire Method

This method of data collection is quite popular,particularly in case of big enquiries. The
questionnaire contains questions relating the object of inquiry and provides space for their
answers. The investigator also assures about maintaining secrecy about the information
given by respondent. This method is generally used by researcher scholars, private
personnels, non-government agencies and sometimes even by the government. The
success of this technique depends upon how the questions are framed and their replied by
the respondents.
Interview Method

The interview method of collecting data involves presentation of oral-verbal stimuli and
reply in terms of oral-verbal responses. This method can be used through direct personnel
interviews and indirect oral interviews.

2.4 Objectives of study

To check the brand awareness of Cello Ball Pens in Himachal Pradesh.

To know customer awareness regarding various brands of Ball Pens.

To know the reasons for their preference.

To study media role in brand awareness.

To know factors influencing customers preferences of a particular brand.

Question 1. Are you aware of various brands of ball pens available in market?

Awareness Yes No

No. of Respondents 100 0

Table No. 3.1

Awarness

Yes
No

100%

Figure 3.1

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that people are
aware about the cement brands available in the markets.
Question 2: Which brand of Ball pens do you prefer to write?

Brand Todays Parker Cello Montax Addgel Reynold Other

Preference s
No. of 11 19 41 3 9 8 9
Responden
ts
Table No. 3.2

Brand Preference

9% 11% Today's
8% Parker
9% 19% Cello
Montax
3%
Addgel
Reynolds
41% Other

Figure 3.2

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that people 41%
people preferred the Cello ball pen, 19% preferred the Parker pens, 11% preferred the
Todays pen, 3% preferred the Montax pens,9% preferred the Addgel,8% preferred the
Reynolds,9% preferred the other pens.
Question 3: Which colour of pens do you normally use?

Colour No. of Respondents

Black 30
Blue 40
Red 20
Green 10
Table No. 3.3
 Colour

10%
30%
Black
20%
Blue
Red
Green

40%

Figure 3.3

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that 40% people
used Blue colour, 30% used Black colour, 20% used Red colour, 10% used Green colour.
Blue colour pens are normally preferred by the students and Black and Red colour pens are
preferred by Prof. & Lawyers.
Question 4: Which Ball Pen Point do you normally use?

Ball pen Point 0.5 0.45 0.6 0.8

No. of 40 6 40 14
Respondents
Table No. 3.4
 Ball Pen Point

14%
0.5
40% 0.45
0.60000000000000064
40% 0.8
6%

Figure 3.4

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that 40% people
are preferred 0.5 Ball point pens, 6% are preferred 0.45 Ball point pens, 40% are preferred
0.6 Ball point pens, 14% are preferred 0.8 Ball point pens.
Question 5:Which source plays a significant role in pull strategy of customer?

Media Source No. of Respondents

T.V 40
Newspaper 20
Hoardings 20
Wall Paintings 20
Table No. 3.5
 Media Sources

20%
T.V.
40%
Newspaper
Hoarding
20%
Wall Paintings

20%

Figure 3.5

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that media
source plays a major role in customer decision making process 40% people are influenced by
T.V.,20% are influenced by newspaper,20% people are influenced with hoardings and 20%
are influenced with wall paintings.
Question 6: Which characteristics of pen influence your buying decisions?

Features Point Grip Price Long-life Ink Performanc

e
No. of 15 11 26 6 7 35
respondent
s
Table No. 3.6
 Buying Decisions

15; 15% Point

35% Grip
11%
Price
Long-life
Ink
7% 26%
6% Performance

Figure 3.6

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that 15%people
are making buying decision by ball point, 11% are influenced by grip,26% are influenced by
price, 6% are influenced by long-life,7% are influenced with ink, 35% are influenced with
performance.
Question 7: Which price range does your pen belongs to?

Price 5 10 20 30 50 100
No. of 17 40 24 7 7 5
respondent
s
Table No. 3.7

Price Range

5%
7% 17% 5
7%
10
20
30
24%
50
40%
100

Figure 3.7

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that17% people

price range of pens belongs to 5. 40% belongs to 10. 24% belongs to 20. 7% belongs to 30.

7% belongs to 50. 5% belongs to 100.

Question 8: Which type of scheme affects your buying decisions?

Scheme Extra Refills Discount of Free Pen Other

Bulk
No. of 17 44 28 11
respondents
Table No. 3.8

Scheme Affects on Buying Decision

9% 14%
Extra Refills
Discount of Bulk
40% Free Pen
37% Other

Figure 3.8

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that17% people
are affected from buying a pens scheme of extra refills. 44% people are affected from
discount of bulk, 28% people are affected from free pens,11% people are affected from
others. Question 9: According to you which pen brand enjoys market leadership position?

Brand Cello Linc Reynolds Fair

No. of 59 6 10 25
respondents
 Table No. 3.9

Market Leadership Position

25%
Cello
Linc

10% 59% Reynolds

Fair
6%

Figure 3.9

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that 59% people
are preferred Cellos pens. So Cellos pen brand enjoys market leadership position.
Question 10: Rating attributes other than price and quality?

Option Brand Image Design Advertisement

Response 50 30 20
Table No. 3.10
 Attributes Other Than Price and Quality

20%
Brand Image
50% Designing
Advertisement
30%

Figure 3.10

Interpretation:

From above analysis of the given sample of respondents it is concluded that attributes other
than price and quality plays a great role among which 50% are influenced by brand image,
30% people are influenced by designing, 20% people are influenced with advertisement.
FINDINGS:

After completing the survey many interesting things have been found by me. As per my
findings I found the following:

All the respondents were aware of the various brands available in market.

Majority of respondents prefer Cellos and Todays ball pens.

T.V is the major source of creating customer awareness of various brands.

Mostly people preferred the Cellos pens.

To know about the customers which colour of pens they preferred. Blue colour is
mostly used by students and black and red colour pens are used by prof. and lawyers.

To know about the customers which ball point pen they used.

Media sources play a major role in customer decision making process.

To know which characteristics in pens are influenced to customer for making buying
decisions.

To know which prices of pen customer are belonged.

CONCLUSION

Cello Brand enjoys market leadership position and it is also prefer by the majority of the

consumer for writing among different brands OF Pen available in the market.

In different types of Pen, Ballpen is preferred by most of consumers and they have

ranked Ball-Pen as No 1 among different Types of pen

Blue Colour is preferred by the consumer among different Colours

Majority of the Consumer prefer Ball Point of 0.5 & 0.6 mm and they like Crispy and

Fluent hand writing as this point size gives the desired writing to consumers

Most of the consumers Buying Decision is not only influenced by any specific single

characteristics but it is influenced by either the combination of more than 1.Thus majority

buying decision is influenced by Performance of Pen in Total, of course in different

consumer segments there are different characteristics impacting buying Decision.

Occupation Wise Classification

o For Business Person: The most influencing characteristic impacting buying

decision is Price.

o For Service Person: Price & Performance have impact influence on buying

decision. It signifies that Service Person purchase pen not only considering price

but along with it some different features such as Grip, LongLife, etc are also

impacting the Decision. But still Price & Performance are dominating features for

this Consumer Segments.

o For Students: - In this consumer segment it cannot be predicted or analyzed that

any 1 characteristic is impacting their decision. But student wants everything in

the Pen Affordable Price, proper Grip, Long Life and even the performance of the
 pen. Thus student buying decision regarding pen is influenced equally by almost

all variables

In the Pen Market the consumers are not loyal to a particular Brand, majority of them do

not stick or purchase the same brand. Repeat Purchase is very less. The major reason for

this is Pen is Low Involvement Product, as well as low price but in huge product varities

and Price range. Consumers do not purchase the same brand mainly due to Influx of

Newer and Newer Products in the Market by different players and in different Price range

ultimately changing the consumer buying Decision

In the Present market condition where Pen is available even in the Price Range of Rs 1

3, consumers do not go for refilling the Pen. They do not refill pen as the Believe that

New Pen Cost is Negligible as compared to purchasing a refill For Eg. Todays Wonder

Gel Rs 5 and refill of the same is of Rs 4.Even the refilling does not give the same writing

performance as of the original refill. So consumer refrains from refilling the Pen.

Tv Advertisement is having a significant impact on majority of the Consumer, Influence

of different Advertising Media is not differing byProfession.Thus almost all media is

having the impact on buying decision of different consumer Segments.

RECOMMANDATIONS:

Cello Company is regarded as No 1 market leader due to its product varities mainly in
the Price range ranging from Rs 5 20 this is Low Price Segment where majority of
consumers prefer to buy their pen. And in the Point Size of 0.5 & 0.6 cello has huge
product range. At the same price range Todays have very less products which can
satisfy consumer need and even in the Point Size it has more Pen in 0.6 & 0.8 mm and
do not have large varities in that Point Size which is impacting the sales in different
consumers segments. So hereby I suggests that Company (Todays) should Come up
with the product in Effective Price range Of Rs 5 20, with Point Size of 0.5 & 0.6,
targeted to different consumer segments.

Company is spending huge sum of money on Advertisement, with Logo (Every Pen
Speaks) but like other Companies it is not targeting specific segments. From the
survey it is clear that different variable/features influence buying decision of
consumer in different segments. Thus Company should not have a common
Positioning for all Target Markets. The companies should try to focus on a target
group by focusing on various characteristics that affect their buying decision. For

E.g.: Business Person Producing the Pen in the Price range of Rs 11 -20, that gives
good writing performance and on the basis of that positioning the product in the same
way emphasizing the two variables for Specifically Business Person. Other variables
does not impact their decision as the above mentioned

Eg: Service Person :- PRICE RANGE Rs 11 -20

Characteristics to Emphasize Price.

For Student:- PRICE RANGE Rs 1 -10

Characteristics to Emphasize Complete Performance
Thus if the Company uses all the above mentioned features for specific target market and
makes the product, fixes the Price and positioned properly and effectively than it can
definitely outperform it competitors in Different Segments.
GENERAL SUGGESTION

In this world of Competition there is competition not only from organized players but
unorganized players also.Todays is also getting tough competition ny unorganized
players. I hereby suggest that Todays with its own R & D facilities can outperform
this unorganized players by producing the Pen In the price range of Rs 1 -3 (i.e.) Use
& Throw which are favorite among students now a Days. There is huge Opportunity
for the Company to have such type of pens and even take First Move Advantage in
this type of pen as still no organized player is producing Pen in Price Rs 1 3.
Company is almost leader in Gel Pen Segment, due to its huge product varities and
price range, but in ball pen its is competitor due to many reasons. I hereby suggest the
Company to Increase the Product Varieties substantially in Ball Pen Segment as it as
about 82% of the total Market.
Limitations of the Study:

It was an academic effort and limited to cost, time and geographical area.

Numbers of respondents were restricted due to the time factor.

Scattering from respondents and dealers.

There is a lack of time.

Bibliography

Books:

Kotler Philip,Marketing Management, Prentice Hall Publishers,11th edition.

Kothari C.R.,Research Methodology New Age International (P) Ltd, Publisher

2004.

Websites:

http://www.mbarendezvous.com/topimagearchives.php?id=1165

http://www.cellowriting.com/index.php?
option=com_content&view=article&id=84&Itemid=112

http://www.ukessays.com/essays/marketing/indias-favorite-cello-
pens.php
 Questionnaire

Hello, I am Neha Pathania pursuing BBA from Govt. Post Graduate College Dharmshala.
As a part of BBA curriculum, I am doing the final project on Consumer Buying Behaviour
For Ball Pens (Cellos Group) . I am seeking your cooperation . Any info. Given by you will
be kept confidential.

Q1) Which Brand Of Ball Pen do prefer to write?

a) Today's b) Parker's c) Cello
d) Montax e) Add Gels f) Reynolds
Others ______________________________
Q2). Which type of Pen do you currently use?
a) Ball Pen b) Gel Pen
c) Ink Pen d) Pilot Pen
Q3). Which Colour of Ball Pen do you normally use?
a) Blue b) Red
c) Black d) Multiple Colors
Q4). Which Ball Pen Point do you normally use?
a) 0.5 b) 0.45
c) 0.6 d) 0.8
Q5). Which Characteristics of Pen Influence your Buying Decision?
a) Point b) Grip c) Price
d) Long-Life e) Ink f) Performance
Q6). Do You Choose Only One Brand?
a) Yes b) No
If Yes, Than Frequency of Buying
High Moderate Low
If No, Than why do you not purchase the same brand?
a) Advertisement b) New Price Range c) New Products Design
d) Performance e) Due to Fashion f) Others___________________
If No, than Which Brand Do you Prefer the Most for Re Purchase?
a) Today's b) Parker's c) Cello
d) Montax e) Add Gels f) Reynolds
g) Specify Others If Any,____________________.
O7). Do You Refill Your Pen regularly?
a) Yes b) No
If No, Why
a) Pen Cost IS Negligible b) Replacement Results into Poor
Performance
c) Refill Is Unavailable d) Specify If Others,______________
Q8) Which Advertising Media Influences You The Most?
a) TV Advertisements b) Banners & hoarding
c) Newspapers d) Internet
Q9). Which Price Range Does your Pen Belong to?
a) 1- 5 b) 6-10 c) 11-20
d) 21-30 e) 31 -50 f) 50 & Above
Q10). Which Type of Schemes Affect your buying Decision?
a) Extra Refill b) Discount On Bulk Purchase
c) Free pen d) Others _______________________________
Q11). According to you which Brand Enjoys the Leadership Position in the Market?
a) Today's b) Parker's c) Cello
d) Montax e) Add Gels f) Reynolds
g) Others ____________________
Q12). Rate the Following types Of Pen Ranging From Rank (1- 4)?
a) Ball Pen b) Gel Pen