Documente Academic
Documente Profesional
Documente Cultură
By
SUJAY VIKRAM SINGH
Roll No.:138159622
INTRODUCTION
BACKGROUND
The study of consumer behavior implies how & why a
particular consumer reacts to the decisions of producers.
It is the study of how individual make decision to spend
their available resources (time, money, effort) on
consumption related items. It includes the study of why
they buy it, when they buy it, where they buy it, how
often they buy it & how often they use it.
This study focused on understanding the consumer
buying behavior of pens at retail outlets. It also focused
on the issue that whether the marketing strategies are
properly implemented or not. The study would be
beneficial for the ITC Company to formulate the strategy
for future.
Rationale
Pen is a product, which is used by each and every person. There are
various brands of pen in the market of different types Price, Color,
Design, Grip etc. So the pen market is full of competition where the
consumer possesses vast variety of choice to select his brand which
depends on his buying behavior .Of course it is very difficult to describe
consumer buying behavior about pen; even though researcher have tried
to find how the consumer purchases a particular brand? How much he
searches for his brand? What factors influence he to buys the preferred
brand? What are the different perceptive of retailers on pen?
Pen Industry which is basically my concern industry around which my
project has to be revolved is really a very complex industry. The project
describes an understanding of the strategy & requirements for ITC
Stationery Pens, for penetrating ITC offers to target market (institutions,
retailer's ,etc.) was basically the field of study for this research.
Thus the genesis for doing this study is to throw light on pen
industry consumer buying behavior in general with specific
reference to the analysis of ITC classmate pen consumer buying
behavior in the target market.
OBJECTIVES OF THE
STUDY
To conduct a comprehensive study on ITC CLASSMATE PENS in
the context of consumer buying Behaviour.
LIMITATIONS OF THE
STUDY
There are number of a factor, which affects consumers perception
about pens and is not possible to take all of them into account. Thus,
this study is limited to variable under consideration.
The results shown are relative in nature and are not absolute. In other
words, it is the perception of an average customer.
The research study was conducted within the limited duration of time.
So a detailed and comprehensive study could not be made.
HYPOTHESIS
The research hypothesis of this study
is as follows.
Ho :The growth in market share of
ITC Classmate pens is
comparatively more than its
competing brands in the context
of study site COLABA, Mumbai.
INDUSTRY PROFILE
GLOBAL WRITING INSTRUMENT INDUSTRY
PROFILE OF PEN
INDUSTRY IN INDIA
The Indian writing instruments market today is still on the
path of discovering new niches with ergonomic designed
products, promotional marketing items and luxury items but
in the coming years it is bound to grow tremendously not only
domestically but also in its exports emerging as world leaders
in Writing Instruments.
Indias writing instrument 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.
About 80% of Indias pen industry revenue comes from pens with
a price range of up to Rs. 15.
A small percentage of pens are priced in the range of Rs. 100300.
The market for lower price range pens (up to Rs.15) is growing at
7-8% annually; the mid-range pen market is growing faster at 810%.
India is viewed as a quality supplier, where as china as a cheaper
and lower quality products supplier.
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 center for ball
point tips, but now India is emerging as a major Tip manufacturer
satisfying not only Domestic demand but Global demand also
MARKET BREAK-UP
It is a quasi-fashion
statement something
thats aligns with the
personality, still the
pen purchase
decision is
considered as low
involvement
decision.
HISTORY OF ITC
ITC was incorporated on August 24, 1910 under the
name of 'Imperial Tobacco Company of India
Limited'.
A leased office on Radha Bazar Lane, Kolkata, was
the centre of the Company's existence.
The Company celebrated its 16th birthday on
August 24, 1926, by purchasing the plot of land
situated at 37, Chowringhee, (now renamed J.L.
Nehru Road) Kolkata, for the sum of Rs 310,000.
The Company's ownership progressively Indianised,
and the name of the Company was changed to I.T.C.
Limited in 1974.
Cigarettes
FMCG Foods
Lifestyle Retailing
Personal Care
Education & Stationary products
Safety Matches
Hotels
Packaging
ITC CLASSMATE
ITC made its entry into the stationery business in the
year 2002 .
ITCs stationery Brands are marketed as
Classmate and Paperkraft, with Classmate
addressing the needs of students and Paper kraft
targeted towards college students and executives.
Classmate - Indias truly largest National
brand, reaching 65,000 outlets across the country,
Classmate has successfully run the Classmate
Young Author & Artist Contest for 5 years. The
contest is a national level event going across 34
cities and getting participation from 5000 schools.
CLASSMATE PENS
Aesthetically designed, Classmate
pens offer the consumer a smoother
and more comfortable writing
experience through use of ergonomic
design, reducing the effort required
for writing. The initial launch
comprises ball pens - Classmate
Safari and Classmate Ilet - and gel
pens - Classmate Glider and
Classmate Octane.
ESPB Division
( Education & Stationery Products Business
)
ESPB divisions :
Brands : Paperkraft, Classmate &
Saathi
Categories : Notebooks, Arts
Stationery, Erasers & Sharpeners,
Geometry Box, Pencils,
Scholastics, Pens & Refills.
ESPB - Hierarchy
CEO of ESPB - ( Mr. Chand
Das )
HOSM ( Head of Sales
& Marketing )
NSM ( National
Sales Manager )
KN GRANT
Marketing Manager
PV DHOBALE
Manager
2
Manager
3
Area
Executive
Area
Executive
3 No.s
DI
Alternate Trade
- NSM
RSM
( West
)
Assitant Branch
Managers
Area Managers
Area Executives
RSM
( North )
RSM
( South
)
Institution
al
Manager
Area
Managers
Area
Executiv
es
Modern Trade
Manager
Area
Managers
Area
Executives
RESEARCH
METHODOLOGY
RESEARCH DESIGN
Research Approach: Exploratory
study is done for the study of
consumer buying Behavior.
Time Dimension: The study was
done using Cross Sectional
method(As the Study is done only
once in the pre specified period of 5
weeks in months of NovemberDecember. longitudinal study was
SAMPLING PLANS
Description of Population/Universe
Here population refers to the number of consumers and
retailers who are using and selling various pens. The sample
population includes people from various categories like
Business Person, Service Person, Student, Housewife's Etc.
Sampling Area
Is the place where the sample is drowned. Here the
researchers take samples from various parts of Colaba,
Mumbai.
Sample Size
The number of sampling unit selected
from the Population is called the size of
the sample. The sample size selected
was 100 for consumers survey
and 50 for retailers survey
Sampling technique
Instrumentation
DATA PRESENTATION
The data are presented through charts,
graphs and tables.
TABLES: A univariate table were
used to project the data.
GRAPHS: Graphical representation
of data was through- Pie chart,
Column graphs ,Bar graphs.
Number of
Respondents
Percentage of Respondent =
*100
Total Respondent
FINDINGS
Amongst different types of Pen, Ball pen is preferred by
most of the consumers
Cello Brand enjoys the market leader position and it is
also preferred by the majority of the consumers for writing
among the different brands of Pen available in the market.
Among the various price of pens available in the market,
between Rs 5-10 price level is the most popular level.
Most of the consumers are prefer to buy pen from
stationary shops.
Smooth writing is the most influencing pen characteristic
in the consumer buying process of pen
TV advertisement is the most influencing media for
customers to buy pen.
Customers are less inclined to refill their pen because the pen cost
is negligibly small
RECOMMENDATIONS
Cello Company is regarded as No 1 market leader due to its product
verities mainly in the Price range ranging from Rs 5 20 .In this Low
Price Segment where majority of consumers prefer to buy their pen.
At the same price range Classmate have very less products which
can satisfy consumer need. So hereby I suggest that Classmate
should Come up with more products in Effective Price range Of Rs 5
20, targeted to different consumer segments.
BIBLIOGRAPHY &
WEBLIOGRAPHY
BIBLIOGRAPHY
WEBLIOGRAPHY
http://www.itcportal.com/aboutitc/shareholder-value/annualreports/itc-annual-report2013/content.aspx ( June,2013)
http://www.citehr.com/29099hr-issues-retailing-businessplan.html (June,2013)
http://www.scribd.com/doc/821
86216/Indian-Pen-IndustryProject (n.d)
http://informahealthcare.com/d
oi/abs/10.1080/014215900200
31066
APPENDIX
QUESTIONNANIRE
] e) others [
Retailers Questionnaire
Name of the store: ___________________________
Location:_______________________________
Contact No:_____________________________
Type of store
a) Stationary store [
] b) Department store[ ] c)
Supermarket [ ]
d) Malls [ ]
e) others______________
Average monthly Sales:
a) less than 1 lakh[
]
b)1-3lakh [
] c)35lakh [
]
d) 5-10lakh[
]
e) above 10 lakhs[
]