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1. INTRODUCTION OF PEN INDUSTRY
A Brief History of Writing Instruments Part 1: From cave paintings to the quill pen -- how ink, paper and pens were all were invented.
Ancient writing instruments - From left to right: quills, bamboo, pen sharpeners, fountain pens, pencils, brushes.
Figure 1 The history of writing instruments by which humans have recorded and conveyed thoughts, feelings and grocery lists, is the history of civilization itself. This is how we know the story of us, by the drawings, signs and words we have recorded. The cave man's first inventions were the hunting club (not the auto security device) and the handy sharpened-stone, the all-purpose skinning and killing tool. The latter was adapted into the first writing instrument. The cave man scratched pictures with the sharpened-stone tool onto the walls of his cave dwelling. The cave drawings represented events in daily life such as the planting of crops or hunting victories. With time, the record-keepers developed systematized symbols from their drawings. These symbols represented words and sentences, but were easier and faster to draw and universally recognized for meaning. The discovery of clay
made portable records possible (you can't carry a cave wall around with you). Early merchants used clay tokens with pictographs to record the quantities of materials traded or shipped. These tokens date back to about 8,500 B.C. With the high volume of and the repetition inherent in record keeping, pictographs evolved and slowly lost their picture detail. They became abstractfigures representing sounds in spoken communication. The alphabet replaced pictographs between 1700 and 1500 B.C. in the Sinaitic world. The current Hebrew alphabet and writing became popular around 600 B.C. About 400 B.C. the Greek alphabet was developed. Greek was the first script written from left to right. From Greek followed the Byzantine and the Roman (Later Latin) writings. In the beginning, all writing systems had only uppercase letters, when the writing instruments were refined enough for detailed faces, lowercase was used as well (around 600 A.D.) The earliest means of writing that approached pen and paper as we know them today was developed by the Greeks. They employed a writing stylus, made of metal, bone or ivory, to place marks upon wax-coated tablets. The tablets made in hinged pairs, closed to protect the scribe's notes. The first examples of handwriting (purely text messages made by hand) originated in Greece. The Grecian scholar, Cadmus invented the written letter - text messages on paper sent from one individual to another. Writing was advancing beyond chiselling pictures into stone or wedging pictographs into wet clay. The Chinese invented and perfected 'Indian Ink'. Originally designed for blacking the surfaces of raised stone-carved hieroglyphics, the ink was a mixture of soot from pine smoke and lamp oil mixed with the gelatine of donkey skin and musk. The ink invented by the Chinese philosopher, Tien-Lcheu (2697 B.C.), became common by the year 1200 B.C. Other cultures developed inks using the natural dyes and colours derived from berries, plants and minerals. In early writings, different colour inks had ritual meaning attached to each colour.
The invention of inks paralleled the introduction of paper. The early Egyptians, Romans, Greeks and Hebrews, used papyrus and parchment papers. One of
the oldest pieces of writing on papyrus known to us today is the Egyptian "Prises Papyrus" which dates back to 2000 B.C. The Romans created a reed-pen perfect for parchment and ink, from the hollow tubular-stems of marsh grasses, especially from the jointed bamboo plant. They converted bamboo stems into a primitive form of fountain pen. They cut one end into the form of a pen nib or point. A writing fluid or ink filled the stem, squeezing the reed forced fluid to the nib. By 400 A.D. a stable form of ink developed, a composite of iron-salts, nutgalls and gum, the basic formula, which was to remain in use for centuries. Its colour when first applied to paper was a bluish-black, rapidly turning into a darker black and then over the years fading to the familiar dull brown colour commonly seen in old documents. Wood-fibre paper was invented in China in 105 A.D. but it only became known about (due to Chinese secrecy) in Japan around 700 A.D. and brought to Spain by the Arabs in 711 A.D. Paper was not widely used throughout Europe until paper mills were built in the late 14th century. The writing instrument that dominated for the longest period in history (over onethousand years) was the quill pen. Introduced around 700 A.D., the quill is a pen made from a bird feather. The strongest quills were those taken from living birds in the spring from the five outer left wing feathers. The left wing was favoured because the feathers curved outward and away when used by a right-handed writer. Goose feathers were most common; swan feathers were of a premium grade being scarcer and more expensive. For making fine lines, crow feathers were the best, and then came the feathers of the eagle, owl, hawk and turkey. Quill pens lasted for only a week before it was necessary to replace them. There were other disadvantages associated with their use, including a lengthy preparation time. The early European writing parchments made from animal
g. By the end of the 16th century. man's inventive nature once again turned to improving the writing instrument. 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.D. both for upper and lower-case letters. goes to Aldus Manutius of Venice. Simpler kinds of printing e. To sharpen the quill. 5 . the writer needed a special knife (origins of the term "pen- knife". When writers had both better inks and paper. required much scraping and cleaning. Plant-fiber paper became the primary medium for writing after another dramatic invention took place: Johannes Gutenberg invented the printing press with replaceable wooden or metal letters in 1436. used to dry the ink as fast as possible. offset printing. who departed from the old set forms in 1495 A. Gradually writing became more suitable to the speed the new writing instruments permitted.) Beneath the writer's high-top desk was a coal stove. using capitals and small letters.skins. did not find their way to Europe.g. writing with more of a slant and connecting letters. During the centuries. used much earlier in China. stamps with names. the old Roman capitals and Greek letterforms transformed into the twenty-six alphabet letters we know today. For some with a good quality pen at finger tips actually elevates their confidence level and makes them feel good. A lead and a ruler made margins. leading to the development of the modern fountain pen. The credit of inventing Italian 'running hand' or cursive handwriting with its Roman capitals and small letters. and handwriting had developed into both an art form and an everyday occurrence. many newer printing technologies were developed based on Gutenberg's printing machine e. Articles written by hand had resembled printed letters until scholars began to change the form of writing.
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 the brand leaders in this market are Cello.According to the 2006 ACNielsen Retail Audit. GM pens and Jigneshwar 6 .
To know about the availability of Cello pen products in the different area.2. To find out if the consumer finding any problem regarding to Cello. To know the real concept of Consumer Based Brand Equity (CBBE) with regards to cello brand. OBJECTIVE OF STUDY The objective of the study is follow: To find out the satisfaction level of Cello Brand in the mind of the consumer. To make the analysis of quality of Cello according to consumer view. 7 .
Primary source To satisfy the objective of the research it is necessary to get the response from the respondents. website of the Cello group. Sarigam.3. Sampling Design: Sampling Area Sample Population Sample Size Method of Data Collection Sampling technique : Vapi. : End user(Consumers). Data source: The data sources are Primary and Secondary Source. The great strength of the survey as a primary data collection tool is its versatility. 2. which act as primary source of data. RESEARCH METHODOLOGY 1. Approach: Interview I have surveyed my respondents and recorded their responses for analysis. : 100 : Primary and secondary data source. etc. Secondary source I have also used the secondary sources to collect the information like by asking directly to the employees of cello pen. 8 . : Convenience Sampling and Quota Sampling. Customers and the prospective consumers.
Respondent bias (Partiality) Due to the respondent bias we have not extended to other areas. Respondent drawback Few number of respondent were illiterate. Customer change in taste and preferences Some respondent prefer different brand. Time limit Due to the limited time extra survey was not possible. 9 .4. LIMITATION OF STUDY Limited Area My survey was limited in respect to the limitation of area. and in future it was not said that they will prefer with the same. which result difficulty understanding the respondent.
Company Profile CELLO'S MISSION Figure 2 Cello’s mission is to become the most admired and successful market research and consulting group based in the UK with global reach. By combining fundamental market research with value added advisory.1. we believe Cello can provide superior client service and attract the very best talent in the industry. ABOUT A CELLO WORLD It's a world in which for over a decade one name has been internationally recognised. data and delivery skills. For its dedication to the penmanship and the needs of its 10 .
It began as a collection of moulded plastic products. It was clear that strengths that had proven them in one highly competitive market could be made to succeed in yet another. small and large business to suit every writing type. A world of enduring values. Offering a comfortable and smooth range of pens that's making the world smile. with just 60 workers and 7 machines engaged in the manufacture of the finest range of Casserole. preferred by consumers because they offered quality standards that they could take for granted. A world in which unswerving trust is sustained and the highest standards are maintained. Cello Pens became a market leader and continued to expand. as they were later positioned. Bombay. Cello Europe now provides hundreds of models of pen to the general public. A world in which every product personifies unquestionable quality. today producing just short of 4 million pens a day for a world wide market.Founded by Mr. Cello Thermo ware Ltd. that the Indian market had ever seen. at a small factory in Goregaon. 11 . under the guidance of founder and chairman G D Rathod. Cello made its entry into plastic household goods and decided to compete against well-established brands. or Hotpots. . me and the consumer next door.brought into the field of writing implements.consumers. Chairman. What Cello added to the market was a clear vision of its own limitless creative possibilities. WRITE ON TARGET What does it take to become a leader? What does it take to become a leader in a field already dominated by giants? To become a super-giant? It takes what the House of Cello demonstrated in moulded plastic household goods in 1960. G. in May 10. Of the many new ways in which moulded plastics could make life easier for you.D Rathod. 1986. Many years later .
T.The CELLO WRITING. D. since most players are not listed companies and distribution was mostly limited to stationery stores.). Figure 3 : Ball and Gel Pen . According to the 2006 AC Nielsen Retail Audit. the brand name “CELLO” has come up with various designs and varieties in various ranges. Mr Ghisulal D Rathod (chairman of the group) Mr. Rathod is assisted by his sons Mr. GM pens and Jigneshwar. Inspire by this phenomenal success the group enter into the new line of manufacturing of ball pen and set up a new unit named as cello Writing Instruments in 1996 at Somnath Daman (U. 12 .Market Break-Up (Value) Pen market previously suffered from lack of organized information on the market size or market shares of various players. 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 the brand leaders in this market are Cello. The group is consisting of various concerns engaged in the manufacturing and dealing in wide range of plastic products. Pradeep G Rathod and Mr Pankaj G Rathod and team of professional have made remarkable progress in the last ten years by revolutionizing the industry by popularizing.
GM (Reynolds). GM tops the list when it comes to marker pens followed by Luxor and Stic.Pens (Ball & Gel) The study also finds out that Marker Pens is another segment that is growing in Urban India. The research shows that Cello Pens & Stationery is the Top Advertiser in this category in both with a share of 34% and 41% in advertising respectively. The increased distribution has brought about a phenomenal growth for the pen market of 82 percent in sales. The sales peaked in the months of February and March owing to exam season and touched maximum in the last eleven months. Although the writing instrument market is led by well known names like Cello.9 lac stores across urban India take the product in stock at present which represents a distribution growth of 23 percent within a year (April06 over July’05). The ACNielsen Retail Audit Report also highlights some of the interesting findings about the various brands of pens.As the 2006 ACNielsen Retail Audit reveals. Jineshwar (Montex) etc. Agni and Elkos for examples have also been able to maintain their share on a regional or select pocket level. Smaller players such as Lexi. One can also see significant changes in positions of advertisers for both these 13 . about 10. Leaders 1 2 3 4 5 Cello GM Pens Jineshwar Linc ADD Gel Ranking 1st 2nd 3rd 4th 5th Figure 4 : Top Five Players . The positive outlook of the industry is also evident from the amount of airtime on primetime television advertisement by almost all key players in the industry. CD Marker or Permanent Marker have shown positive month on month volume and value growth in April. Most segments like Whiteboard.
today. which was at the 7th position jumps to the 2nd spot in with a 19% share in advertising. Luxor Writing Instruments. Add Pens. After years of research. After all. Thermo-guard is an innovative. devising hygienic item to help her health of her loved ones and spreading through her the priceless gift of caring and sharing. Similarly. Only Cello has an unmatched range of insulated plastic Thermo ware. wherever there's Joy. wherever there's love. which gives Cello an edge over rival products. which was at the 3rd position in does not feature in the Top 10 rankings. over 6 million families in India and millions around the world have put their trust in Cello. which was at the 4th place in. one internationally recognised name is working hard to anticipate a women's need. COMPANION FOR LIFE For over a decade. No wonder. also drops out of the list. The word acknowledges its outstanding quality. breakthrough product -Thermo-guard. which was at the 8th spot in is another advertiser to move up the chart to bag the 3rd spot in. with World-class designs made from German Polyurethane foam at the ultra modern plant in Daman. which is always seeking perfection. there's Cello. Helping her to keep hot food and tasty for her family. Linc Pen & Plastics.periods. Rotomac Pens Ltd. Cello has developed the unique. A constant companion for life. protective shield. TURNOVER Plastic Household & Thermo ware Rs 1405 Millions Plastic Furniture Rs 762 Millions 14 .
They evaluate the total strength. Writing Instruments Rs 1806 Millions Tooth Brush Rs 50 Millions DISTRIBUTION NETWORK They have a large network of distribution all over India through well-established agencies & distributors who focus on all areas of business prospective & they employ special officers for different areas. potentials of the markets & work to make available the brand in each store. where in they design the package develop according to the requirement keeping in mind safety of the product & its selling values. 15 . PACKAGING An In-House activity. Also fixing targets for all promoters. sales staff & distributors etc so that the focus is on adding sales everyday of the year. Schemes & Trade events are organised every quarter. PROMOTION Regular dealer meets & conferences are held.
CELLO'S ORGANISATIONAL STRUCTURE precisely mirrors our philosophy of creating maximum client value. RESEARCH AND CONSULTING Insight Research Group Leapfrog Research and Planning The Value Engineers RS Consulting Group TMI SMT Consulting Digital People The MSI Consultancy mruk research 2CV RESPONSE COMMUNICATIONS Target Direct Marketing Bright source The Leith Agency Navigator Farm Oomph Blonde cchm:ping 16 .
17 .Figure 5 CELLO APPORACH AN INTEGRATED APPROACH to generating market insight for clients globally.
A and Russia. TAKING THE WRITE TURN – TECHNOLOGY Cello entered the field of plastic-moulded ballpoint pens in 1994. identify relevant insights and develop and deliver the appropriate marketing response. Impact and many more and continued to spread into export markets like Europe. With just one model of "Clear Pen". the U. Cello stormed the market with Swiss tips and German ink. the Far East. the Middle East. Gel. 18 . A whole new generation of writing implements was born. The finest moulding machines and moulds ensure excellent quality & clarity in even the largest volumes. matching our business capabilities to the recurring need to assess risks and opportunities. InjectionMoulding High volumes are achieved by using the latest polymerisation technology.Figure 6 We set out to reflect the cycle of marketing activity within client organizations globally. A generation which grew into Gripper. MaxWriter.S. offering clear flow and quality of the highest standards.
raw materials of highest quality standard. Automatic filling machines with sensing devices for quality control and water based pigmented thick fluid ink. smear free & enduring writing. Ball pen Ink 19 . Gel Add to this the latest technologies from Japan.TheTip: The tip is a unique geometric structure to give comfortable speedy writing with exactly the right amount of ink to produce writing of high colour intensity. seat & lip with systematic quality monitoring at every stage. which when agitated becomes less viscous for comfortable.5mm ball of Tungsten Carbide rotating in a socket made of specialised nickel alloy to prevent wear on the ball. Based on a 0.
These inks have specialised additives which prevent from gooping giving these specialised inks have a shelf life of at least two years. The development & production of high grade ball pens is a continual task at Cello. 2. you must not spend today working with yesterday's ideas.Figure 7 If you want to be in the world market tomorrow. All our ball pen inks are imported from Germany & Japan which enhance the quality in ball pen refill production. Product Portfolio 20 .
Figure 10 Pronto Designed in Italy. Figure 13 Techno Tip Better tip for better writing. Figure 11 Impact Give your words the maximum impact with this stylish pen. made for the world to enjoy.The comfort of cello liquid ink pens makes writing pressure free Figure 8 Maxriter Maximum writing length with the comfort of Cello Elasto Grip. Figure 12 Sleek Sleek produces sleeker writing. Figure 9 Optima A wonder of comfort and design. 21 .
Cello Europe Office Stationery Handy office packs of top quality pens that give office workers the products they want. Figure 15 Friendship Gel. Classics From Cello We Cannot Write Without Top Quality Classic design pens that give your words the maximum impact. The perfect gift for a friend. Figure 16 Max Gel Maximum writing length from Cello Feather Flow.Figure 14 Cupid A quality pen that makes everyone love your writing. QUALITY RECOGNITION & AWARDS 22 .
Recognized as Export House by Government of India since 1996. Winner of Prestigious Plexcouncil award as Highest Exporter since last Seven years.• • • Largest Exporter of Insulated Thermo ware from India. or design. Which means “to burn” as brands were still are the means by which owners of live stock mark their animals to identify them. term. sign. 1. Theoretical Background What is Brand? The word Brand is derived from the Old Norse word Brand. According to the American Marketing Association (AMA). or a combination of 23 . a brand is the “name. symbol.
3. or more willing to seek the brand in a new distribution channel. What is brand Equity? Brand Equity is the willingness for someone to continue to purchase your brand or not.g. intended to identify the goods and service of one seller or group of seller and to differentiate them from those of competition”. “differential effect. There are three keys ingredients to this definition:1. 2. What is Consumer Based Brand Equity? Consumer Based Brand Equity is formally defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand. when the product is attribute to fictitious name or is unnamed ). less sensitive to price increases and with drawl of advertising support.” “Consumer response to marketing. a brand with positive consumer based brand equity might result in consumer being more accepting of a new brand extension.” 24 .them. Thus the measure of brand equity is strongly related to loyalty and measure segments on a continuum form entrenched user of the brand to convertible users.” “brand knowledge. Thus. A brand is said to have positive consumer based brand equity when consumers reach more favourably to a product and the way it is marketed when the brand is identified than when it is not (e.
25 .Consumer Based Brand Equity Model Consumer brand resonance Consumer judgement Consumer feelings Brand performance Brand imagery Brand performance Brand performance Figure 17 BUILDING A STRONG BRAND: THE FOUR STEPS OF BRAND BUILDING The steps are as follows: Ensure identification of the brand with consumer and an association of the brand in consumer’s mind with a specific product class or consumer need.
Conclusion Consumer based brand equity is the differential effect that brand knowledge has consumer response to the marketing of that brand. Elicit the proper consumer responses to this brand identification and brand meaning. Convert brand response to create an intense. REVIEW OF LITERATURE Literature review on brand equity in professional team sport: a German perspective on ice hockey Author: Suckow. active loyalty relationship between consumer and brand. when it is attributed to a fictitiously named or unnamed version of the product). Firmly established the totality of brand meaning in the minds of consumer by strategically linking a host of tangible and intangible brands association with certain properties. Christina1 26 . A brand has positive consumer based brand equity when consumer react more favourably to a product and the way it is marketed when the brand is identified than when it is not ( e.g. 2.
United States. Funger Hall. A model of customer-based brand equity and its application to multiple destinations Soyoung Boo. 1 December 2008. pp. and Seyhmus Baloglu The George Washington University. 27 . James Busser. By reviewing the concept. Department of Tourism and Hospitality Management.Source: International Journal of Sport Management and Marketing. Practical implications are then derived from a case study of the German Hockey League (DEL) in order to enhance the understanding of branding in a German hockey context. Since branding hockey can appropriately be described by the concept of customerbased brand equity. DC 20052. School of Business. Volume 5. the literature about this concept is a valuable point of reference for gaining insights into the mechanisms of hockey branding. 2201 G Street. 211-225(15) Abstract: This paper reviews the concept of brand from a perspective of ice hockey. Suite 301s. appropriately defining the hockey customers and the hockey product are mandatory. NW Washington. Numbers 1-2.
University of Nevada. Department of Recreation and Sport Management. Greenville. This study examined empirical information to develop a destination brand model by employing customer-based brand equity models through a scale purification process. 28 . Chris Pullig. University of Nevada. Las Vegas. William F. Las Vegas. Las Vegas. Guangping Wang School of Business. Netemeyer. 4505 Maryland Parkway. East Carolina University. 4505 Maryland Parkway. NC 27858. United States. However. Abstract Lack of research regarding destination brand measurement indicates that conceptualizing how tourists evaluate a destination brand is complex. Department of Tourism and Convention Management. Accepted 18 June 2008. United States. Box 456013. USA Available online 14 June 2003. Received 7 November 2007. The proposed model and the alternative model were tested with an online survey sample of Las Vegas and Atlantic City visitors. Developing and validating measures of facets of customerbased brand equity Richard G. William F. Balaji Krishnan. multi-sample invariance tests implied that destination-specific items should be considered when developing a destination brand model. Las Vegas. ensuring its reliability and validity. NV 89154-6023. NV 89154-6013. Harrah College of Hotel Administration. The results provide support for the concept of customerbased brand equity and corroborate its application to the destination context. Harrah College of Hotel Administration. Box 456023.
and brand uniqueness are potential direct antecedents of the willingness to pay a price premium for a brand. the measures of these facets showed evidence of internal consistency and validity over 16 different brands in six product categories. and that willingness to pay a price premium is a potential direct antecedent of brand purchase behaviour. the facets chosen are perceived quality (PQ). Results also suggest that PQ. PVC. Respondent Gender Graph Gender Male Female Total Student 18 15 33 Businessman 9 7 16 Profession 13 8 21 Service 29 1 30 Total 69 31 100 29 . 1.Abstract This article presents four studies that develop measures of “core/primary” facets of customer-based brand equity (CBBE). uniqueness. Drawing from various CBBE frameworks. perceived value for the cost (PVC). and the willingness to pay a price premium for a brand. Using numerous advocated scale developmental procedures. Data Analysis and Interpretation Personal Information 1.
Table 1.1 30 .1 gender S ervic e P roffes ion bus ines s m an s tudent 0 5 9 18 10 13 7 29 8 1 category 15 15 20 25 30 35 re sp o n se m ale fem ale Figure 1.
69% of the respondent is Male.1 When we look the graph of the respondent we can see that 69.Interpretation of Respondent Gender figure 1. and 31. 31 .31% of the respondent is Female.
Respondent Age graph Age Below 18 18 to 25 26 to 33 34 to 41 41 above Other specify Total Student 2 13 8 4 0 0 32 Businessman 0 11 12 6 1 0 30 Profession 0 26 7 2 0 0 35 Service 0 2 5 1 0 0 8 Total 2 52 32 13 1 0 100 Table 1.2 A g e o f re s p o n d e n t 60 50 40 re sp o n se 30 20 10 0 0 2 11 13 2 26 5 7 12 8 1 2 6 4 0 1 0 0 be low 1 818 to 2 5 2 6 to 33 34 to 4 14 1 ab o ve oth e r s p ec ify Age s tu d en t b us ine s s m anP ro ffes ion S e rvic e Figure 1.2 32 .2.
3.2%.Interpretation of Respondent Age Graph 1. and 41above are of 1.52%.1% and rest of are 0%.32%.2 If we look the respondent Age we find that below 18 are of 2.13%. and 18 to 25 are of 52. and 34 to 41 are of 13. and 26 to 32 are of 32. Respondent Education And Qualification 33 .
3 Education and qualification other specify 0 under 12th under 10th Education post graduate under graduate up to higher secondary up to primary uneducated 0 0% 20% 40% 3 2 8 12 2 4 4 0 2 60% 80% 100% 1 2 10 20 5 1 2 1 3 1 8 8 1 0 Response student business man Figure 1.3 Proffesion Service Interpretation of Respondent Education and Qualification 34 .Education Qualification Uneducated Up to primary Up to higher secondary Under graduate Post graduate Under 10th Under 12th Other specify Total Student 0 2 3 12 8 2 2 0 29 Businessman 0 0 2 4 10 1 0 0 17 Profession 0 1 4 20 3 1 0 0 29 Service 2 1 5 8 8 1 0 0 25 Total 2 4 14 44 29 5 2 0 100 Table 1.
and Under Graduate Respondent are 44%. 4. and Up to Primary respondent are 4%. and Under 12th respondent are 2% and Other are of 0%. and Up to Higher Secondary are of 14%. Respondent Occupation Graph 35 .When we look the respondent graph we find that Uneducated respondent are of 2%. and Post graduate respondent are of 29%. and Under 10th respondent are 5%.
4 36 .4 Interpretation of Respondent Occupation 1.4 Occupation 25 20 15 r e s p on d e nt 10 5 0 Oc c upation s tudent bus ines s Prof f es ion Serv ic e man Series 1 25 25 25 25 Figure 1.Occupation Total Student 25 Businessman 25 Profession 25 Service 25 Total 100 Table 1.
and 25% of the respondent are of Professional.We have taken the 25% of respondent as Student. and 25% of the respondent are of Service People and the rest of 0%.Respondent Income Graph 37 . 5. and 25% of respondent are of Businessman.
5 R e s p o n d e n t In c o m e 30 25 20 R e sp o n se5 1 10 5 0 1 4 3 12 3 5 9 7 1 11 10 6 10 8 6 4 0 B e lo w 5 0 0 0 0 0 0 to 1 0 0 0 0 t o 1 5 0 0 0 t o o th e r 5 1 0 0 0 0 1 5 0 0 0 2 0 0 0 0 s p e c ify In c o m e s tu d e n t b u s in e s s m a n ro ffe s io nS e rvic e P Figure 1.5 38 .Income Below 5000 5000 to 10000 10000 to 15000 15000 to 20000 other specify Total Student 12 7 6 4 0 29 Businessman 3 9 10 6 0 28 Profession 4 5 11 8 0 28 Service 1 3 1 10 0 15 Total 20 24 28 28 0 100 Table 1.
and 28% of the respondent are 15.000.000 to 10.5 When we look the respondent Income we find that 20% of respondent are Below 5. 39 .000.000.Interpretation of Respondent Income 1. and 28% of respondent are of 10. and 24% of respondent are 5.000 to 20. and other are 0%.000 to 15.000.
1 O th er S dG 40 . Which pen come in your mind? Brand of Pen Today’s Montex Cello Linc Reynolds Rotomac Flair Parker Add Gel Other Specify Total Student 4 3 9 2 6 2 4 2 2 0 34 Businessman 2 4 4 3 4 1 3 4 1 1 27 Profession 1 2 3 2 3 2 4 1 2 0 20 Service 2 2 4 1 1 4 2 2 1 0 19 Total 9 11 20 8 14 9 13 9 6 1 100 Table 2.1 w hich pen come in your mind 25 20 respondent 15 10 5 0 ce llo Lin c To da ys m on te x 4 2 2 4 3 3 4 9 1 3 4 6 2 4 3 4 2 1 2 4 1 2 3 2 ds 4 2 1 2 f la ir 2 1 4 2 rk e el r 1 2 1 2 ify pe c 0 1 0 Ro to m ac Re yn ol Pa Ad diffe re nt bra nd student business man Proffesion Service Figure 2.GENERAL INFORMATION GRAPH 1.
1 The four category people has given 9% response in the favour of today’s Pen. While 8% responses in the favour of Linc pen and 14% response is in the favour of Reynolds pen.Interpretation of Figure 2. The other response is 11% in the favour of Montex Pen. The other brand response are 9% of Rotomac and 13% in the favour of Flair pen. 41 . 20% response is in the favour cello pen. Parker response are 9% and 6% response of Add Gel and other specify are of 1%.
2 42 . Frequently purchase pen? Frequently purchase pen Daily 2 days 5 days 1 week 10 days Other Specify Total Student 1 12 4 11 15 2 45 Businessman 1 5 3 5 5 1 20 Profession 1 3 3 4 8 0 19 Service 1 3 1 6 5 0 26 Total 4 23 11 26 33 3 100 Table 2.2 fre q u e n tly p u rc h a s e 35 30 25 20 R e sp o n se 15 10 5 0 5 3 3 5 1 1 1 1 12 6 4 5 11 8 5 15 1 3 3 4 0 1 2 D a ily 2 d a y s 5 d a y s 1 w e e k 1 0 d a y s o t h e r S p e c ify No of da ys s t u d e n t b u s in e s s m aP ro ffe s io nS e rvic e n Figure 2.2.
And 23% of respondent purchase pen in 2 days.Interpretation of Figure 2.2 The four category people has given there response of 4% of daily purchasing pen. and 11% of the respondent purchase pen in 5 days and 26% of respondent purchase pen in 1 week and the highest 33% of respondent purchase pen in 10 days and other are 3%. Pen considered for writing? Consider for writing Today’s Montex Student 3 2 Businessman 1 4 Profession 0 2 Service 1 1 Total 5 9 43 . 3.
3 44 .3 Pen considered for w riting Other Specify AddGel Parker different brand flair Rotomac Reynolds Linc cello montex Todays 0% 20% 4 2 2 4 2 3 3 7 1 3 2 3 0 5 4 4 5 3 2 6 4 3 40% 60% re sponse 1 2 1 3 2 1 2 1 3 5 2 0 80% 1 2 1 1 0 0 100% student business man Proffesion Service Figure 2.Cello Linc Reynolds Rotomac Flair Parker Add Gel Other Specify Total 4 3 2 4 2 3 7 1 30 6 2 3 5 3 2 3 0 29 5 2 1 2 4 4 5 1 26 2 3 0 1 1 2 3 0 15 17 10 6 12 10 11 18 2 100 Table 2.
Interpretation of Figure 2. Why prefer this Brand? Prefer this brand Status Style Student 2 3 Businessman 1 2 Profession 2 3 Service 0 2 Total 5 10 45 . and 17% of the respondent say’s that they use Cello brand of pen for writing and 10% of the respondent are in the favour of Linc pen and 6% are in favour of Reynolds and 12% are in the favour of Rotomac and again 10% in the favour of Flair pen and 11% are in favour of Parker pen and 18%are in favour of AddGel and rest of are 2%. 4.3 5% of respondent has said that they use today’s pen for writing and 9% respondent are in the favour of Montex brand for writing.
4 w hy prefer this brand other specify Friends and Relatives W ord of m outh category Advertisem ent Quality P ric e S tyle Status 0% 3 4 2 2 1 4 4 2 6 4 2 6 2 3 2 7 10 5 3 1 2 60% 80% 2 2 3 2 5 2 2 0 100% 3 2 20% 2 40% re sponse student business m an Proffesion S ervice Figure 2.4 Interpretation of Figure 2. 17% respondent prefer brand 46 . and 10% prefer their brand according to their style.Price Quality Advertisement Word of mouth Friends and Relatives Other specify Total 4 3 5 4 2 2 25 6 4 6 2 4 1 26 5 2 7 2 3 2 26 2 10 2 3 2 2 23 17 19 20 11 11 7 100 Table 2.4 5% of respondent say’s that they prefer that brand according to their status.
with the price relation, and 19% prefer brand according to the quality of the brand, and 20% prefer according to the Advertisement, and 11% prefer with the Word of Mouth, and rest 11% prefer according to the friend and relatives view and rest of 7% are in other category.
Type/Form of pen you prefer?
Type/form of pen
Ball Pen Gel Pen Ink Pen Other specify Total
15 10 4 0 29
12 9 6 0 27
11 4 2 0 17
17 2 8 0 27
55 25 20 0 100
ty p e /fo rm o f p e n
35 30 25 response 20 15 10 5 0 s tudent b u s in e s s m a n pen B a ll P e n G e l P e n In k P e n o th e r s p e c ify
0 4 10
0 6 9 0 2 4 11 P ro ffe s io n
0 8 2 17
S e rvic e
Interpretation of Figure 2.5
When you see the graph 55.55% of the respondent is there who are using Ball Pen for their use, and 25.25% are use Gel Pen according to their choice, and 20.20% using Ink Pen according to their choice, and the rest are of 0%. 48
When mostly use this brand?
Mostly use this brand Regularly
Exam time Special Occasion Other specify Total
5 12 4 33
8 6 2 22
12 11 2 29
5 3 2 16
30 32 10 100
w h e n m o s tly u se th is b ra n d
S ervic e P roffes ion bus ines s m an s tudent 0 5 4 6 12 10 6 5 12 8 5 15 20 6 3 2 11 2 12 25 30 4 35 2
re spo n se Regularly E x am tim e S pec ial O c c as ionO ther s pec ify
Interpretation of Figure 2.6
In the particular graph you can see that 32.32% are use their pen in the Special Occasion and 30% of the respondent prefer their brand in Exam Time, and 28.28% use their brand regularly, and 10.10% are in the other Category.
Ever heard about cello? Heard about cello yes No Student 20 4 Businessman 28 2 Profession 10 0 Service 35 1 Total 93 7 51 .7.
7 E v e r h e a r d a b o u t c e llo 40 35 30 Respondent 25 20 15 10 5 0 20 10 4 2 0 1 S e r v ic e 28 35 s tu d e n t b u s in e s s m a n Pr o f f e s io n y es No Figure 2.Total 24 30 10 36 100 Table 2.7 Interpretation of Figure 2.7 52 .
In the graph you can clearly see that 93% of the respondent are said that they have heard about cello. How know about cello? How know about cello Peer group Cable Advertisement Newspaper/Magazine Student 4 4 12 Businessman 3 8 6 Profession 2 9 2 Service 3 4 3 Total 12 25 23 53 . 8. and rest of 3% of the respondent said that they have not heard about cello.
8 how know about cello other specify P oint of purchase information Hoardings Newspaper/M agzine Cable Advertisem ent Peer group 0 1 1 1 2 4 4 4 8 5 2 2 3 6 4 4 2 2 3 3 4 4 6 re sponse 8 10 12 8 9 12 7 1 student bus iness m an Proffesion S ervice Figure 2.Hoardings Point of purchase Other specify Total 2 4 2 28 7 8 1 33 1 4 1 19 5 4 1 20 15 20 5 100 Table 2.8 54 .8 Interpretation of Figure 2.
12% of the respondent come to know about Peer Group. Cello Pen aware of? Cello Pen you aware of Ball Pen Student 12 Businessman 18 Profession 14 Service 10 Total 55 55 . 20% of the respondent are come to know from Point of purchase. 9. 23% of the respondent are come to know from Hoardings. 25% of the respondent are come to know about the Cable Advertisement. and rest of are 5%.If we look the respondent preference towards Cello brand.
9 Interpretation of Figure 2.9 c e llo p e n a w a re o f 35 30 25 20 re sp o n se 15 10 5 0 1 1 10 12 s tu d e n t 18 14 2 6 18 1 6 10 S e rvic e b u s in e s s m a nP ro ffe s io n pe n B a ll P e n G e l P e n O t h e r s p e c ify Figure 2.Gel Pen Other specify Total 10 1 23 6 2 27 18 1 33 6 1 17 40 5 100 Table 2.9 56 .
Ever used Cello? Ever used cello Yes Student 28 Businessman 22 Profession 15 Service 32 Total 97 57 .5%. 10. and other are of 5.When we come to know about the cello awareness we find that 55% of the respondent knows about the Ball Pen. and 40% of the respondents are aware of the Gel Pen.
No Total 2 30 1 23 0 15 0 32 3 100 Table 2.10 58 .10 Ever used cello 35 30 25 response 20 15 10 5 0 student 2 1 0 22 28 32 15 0 No Yes business Proffesion man Service Respondent Yes No Figure 2.10 Interpretation of Figure 2.
When we look the graph of usage of cello Pen we find that 97% of the respondent is using the cello Pen. and 3% of the respondent does not prefer the cello brand. Cello Pen Characteristics 59 . 11.
11 2 3 2 1 4 13 2 7 3 5 4 2 1 20 25 30 60 .11 c e llo p e n c h a ra c te rs tic s 1 O t h e r S p e c ify0 V a rit e y 3 P ric e characterstics B ra n d im a g e A p p e ra n c e / L o o2k 1 1 1 In k Q u a lit y 3 M e c h a n is m 4 S m o o t h w rit in g 0 5 4 2 12 10 3 2 2 3 7 15 re sp o n se s t u d e n t b u s in e s s m aP ro ffe s io nS e rvic e n Figure 2.Cello Pen Characteristics Smooth writing Mechanism Ink Quality Appearance/Look Brand image Price Variety Other Specify Total Studen t 12 4 3 2 13 4 3 1 42 Businessman 7 2 4 1 7 3 2 0 26 Profession 2 3 2 1 3 4 2 0 17 Service 1 3 2 1 5 2 1 0 15 Total 22 12 11 5 28 13 8 1 100 Table 2.
12. and other are 1%. and 28% of the respondent say’s that its brand image is best. and 12% of the respondent say’s that they like it because of its Mechanism.11 When we say about the cello pen characteristics we can say that 22% of the respondent like it because of Smooth Writing. and the 5% of the respondent say’s that they like it because of its Appearance/look. and 8% of the respondent use pen because of its variety.sInterpretation of Figure 2. and 11% of the respondent say’s that its ink Quality is best. Satisfaction Level 61 . and 13% of the respondent like its Price that’s why they prefer it.
12 62 .Satisfaction level Highly satisfied Satisfied Average Dissatisfied Highly Dissatisfied Other Specify Total Student 11 8 9 1 1 2 33 Businessman 6 9 8 2 2 1 28 Profession 5 4 7 0 1 1 18 Service 11 5 1 1 1 1 20 Total 33 26 25 4 5 5 100 Table 2.12 sInterpretation of figure 2.12 s a tis fa c tio n le v e l O t h e r S p e c ify H ig h ly D is s a t is fie d 1 D is s a t is fie d level A ve ra g e s a t is fie d H ig h ly s a t is fie d 8 11 1 9 2 2 1 1 1 1 1 0 1 7 4 5 11 1 2 8 9 6 5 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% r e sp o n se s t u d e n tb u s in e s s m P n ffe s io n e rvic e a ro S Figure 2.
and 26% of the respondent are only satisfied with the cello pen. Considered yourself Loyal to cello? 63 . 13. and 5% of the respondent are Highly Dissatisfied with the satisfaction level of the cello Brand. and other specify are of also 5%. and 25% of the respondent are at Average level with regard the usage of cello Pen.33% of the respondent are Highly satisfied with the cello Pen.
13 S e rvic e 64 .Yourself loyal to cello Yes No Can't say Total Student 17 8 2 27 Businessman 12 12 2 26 Profession 9 7 2 18 Service 21 4 4 29 Total 59 31 10 100 Table 2.13 c o n s id e r e d y o u r s e lf lo y a l to c e llo 30 25 20 r e sp o n 1 5 se 10 5 0 2 8 2 12 2 7 4 4 17 21 12 9 s tu d e n t b u s in e s s m a nP ro ffe s io n y e s n o c a n 't s a y Figure 2.
14. and 10% of the respondent can’t say anything yourself that they are not loyal to cello or loyal. and 31% of the respondent are not considered yourself loyal to cello.13 When we talk about considered yourself loyal to cello the 59% of the respondent are in the favour of cello pen.Interpretation of Figure 2. Price range would you considered? 65 .
14 Interpretation of Figure 2.14 66 .14 P r ic e r a n g e w o u ld y o u c o n s id e r e d 40 35 30 25 r e sp o n 2 0 se 15 10 5 0 11 3 6 5 6 1 to 5 6 7 8 4 7 8 12 1 1 9 6 0 5 t o 1 0 1 0 t o 2 02 0 a b o ve O t h e r s p e c ify p rice s t u d e n tb u s in e s s m P n ffe s io n e rvic e a ro S Figure 2.Price range 1 to 5 5 to 10 10 to 20 20 above Other specify Total Student 6 4 12 6 0 28 Businessman 5 8 8 9 0 30 Profession 6 7 7 1 0 21 Service 3 6 11 1 0 21 Total 20 25 38 17 0 100 Table 2.
15. and rest of 0%. If that brand is not available than next action will be. and 17% of the respondent say’s that they prefer the price range of 20Above.When we say that what price range would you prefer. and 38% of the respondent says that they prefer the price range of 10 to 20. 67 . 20% of the respondent say’s that they prefer price range of 1 to 5. and 25% of the respondent says that they prefer price range of 5 to 10.
Next Action Wait for Same brand Go to another Store Purchased another brand Other specify Total Student 11 13 12 0 36 Businessman 4 8 6 0 18 Profession 3 7 5 0 15 Service 17 12 2 0 31 Total 35 40 25 0 100 Table 2.15 Interpretation of Figure 2.15 If it n o t a va ilab le w h a t is n e x t a c tio n 40 35 30 25 re sp o n se 20 15 10 5 0 0 12 0 6 8 4 bus ines s m an 0 2 12 13 11 s tudent 0 5 7 3 P roffes ion S ervic e 17 W ait for S am e brand o to another S tore urc has ed from other s tore G P other s pec ify Figure 2.15 68 .
and other are 0%. 35% of the respondent are wait for that brand. 16. What is your next brand 69 . and 25% of the respondent purchased another brand.If the particular brand is not available than. and 40% of the respondent go to another store.
16 w h a t is y o u r n e x t a c tio n O t h e r S p e c0ify A ddG el P a rk e r fla ir brand R o to m a0c R e y n o ld s L in c c e llo m ontex To d a y s 0% 3 20% 2 6 12 11 2 40% 2 60% 80% 7 6 3 8 9 3 100% 1 1 1 1 0 0 1 3 4 7 1 1 2 2 0 1 1 1 0 0 0 r e sp o n se s tu d e n t b u s in e s s m a P ro ffe s io nS e rvic e n Figure 2.16 70 .16 Interpretation of Figure 2.Switch to another Brand Today’s Montex Cello Linc Reynolds Rotomac Flair Parker Add Gel Other Specify Total Student 3 11 12 6 2 0 1 1 1 0 35 Businessman 2 9 7 3 6 0 0 0 1 0 28 Profession 2 1 8 4 3 1 1 1 0 0 21 Service 3 1 7 2 2 0 0 0 1 0 16 Total 10 22 34 15 13 1 1 2 2 0 100 Table 2.
and 2% of the respondent are in the favour of Add Gel. then 10% of the respondent are in the favour of Today’s Pen. and rest of are 0%. and 2% of the respondent are in the favour of Parker. and 1% of the respondent are in the favour of Rotomac. 17. and 22% of the respondent are in the favour of Montex brand. and 13% of the respondent are in the favour of Reynolds Brand. Pen suitable for 71 . and also 1% of the respondent in the favour of Flair brand. and 15% of the respondent are in the favour of Linc brand.If the respondent are switch to the another brand. and 34% of the respondent are in the favour of Cello brand.
17 Pen is suitable for other Specify 0 Over all category Business Man only Service people only Student only 0 4 5 4 4 6 8 10 15 6 7 11 12 20 25 3 1 8 4 30 35 7 12 3 re sponse student business man Proffesion Service Figure 2.Pen Suitable for Student only Service people only Business Man only Over all Other Specify Total Student 4 6 4 4 0 18 Businessman 8 11 7 6 0 32 Profession 12 8 3 12 0 35 Service 4 7 1 3 0 15 Total 28 32 15 25 0 100 Table 2.17 72 .17 Interpretation of figure 2.
Back Pleasant Memories 73 . and 32% of the respondent are in the favour Service people only. 0% are of the rest. 28% of the respondent are in the favour of the student only. and 25% of the respondent are in the favour of overall category. and 15% of the respondent are in the favour business Man only.When we ask the respondent about the cello brand they said that. 18.
18 74 .18 b a c k p le a s e n t m o m p rie s 2 2 100% 80% 60% R e sp o n se 40% 20% 0% 4 5 3 4 3 2 35 12 9 19 s tu de n t bu s in e s s m a n P ro ffes io n S e rvic e Y es No c ant s ay Figure 2.18 Interpretation of Figure 2.Back Pleasant Memories Yes No Can’t say Total Studen t 12 5 4 21 Businessman 9 4 3 16 Profession 35 2 2 39 Service 19 2 3 24 Total 75 13 12 100 Table 2.
This 75 . and 13% of the respondent are not in the favour of that. and rest of 12% can’t say anything about that 2.75% of the respondent is in the favour and they say that cello pen bring back pleasant memories. SWOT ANALYSIS STRENGTH OF THE COMPANY The following are the strength of the CELLO:- Designing and Mould Making: The Company is one of its kinds in the country having its own exclusive designing and mould making facilities.
Mass Manufacturing: Companies Current production at CELLO plant is 9. High Quality & Low Cost: Due to mass manufacturing and In house Mould making company is able to produce quality products at less cost adding to Increased Profit margins. Company is planning to set up a new units in (Somnath) that will make the company unique in Instruments Industry as it will Produce Erasers. it acts as a weakness to increase the plant capacity and investment in the plant. Sharpeners. WEAKNESS OF THE COMPANY Due to government restriction on maximum Investment limit in Plant and machinery. The company cannot effectively compete with the unorganized player of the industry due to delicacy and cheaper rate of theirs. Pencils and other office stationary to achieve it Vision..50lakhs pen per day and at other two plants (Ringanwada and Kachigam) is about 4. THREATS FOR THE COMPANY 76 . It can have opportunity to capture larger market share then it existing share.enables the company to introduce new products at cheaper rate than its competitors at high frequency and much lower risk. Rising Raw Material Prices of Plastic Granules and other will force the unorganized and smaller players out of the market. OPPURTUNITIES FOR THE COMPANY The Gel Pen Segment is growing very Rapidly and company has lot many gel products.50 lakhs pieces per day contributing to Economies of Scale advantage to company.
and then Flair which come into their mind. Duplication of the product and Design made by unorganized players may lead to the downfall in the profit margin of the company. For the companies in India Anti Dumping laws has helped much to provide better and effective products. Per piece realization Increased Number of Domestic Players Enhancing Competition Leading to probable Price and Advertisement war. Most of the student has this brand into their mind and after cello Reynolds. 77 . we can conclude the following:• Here the 20% of the respondent ay that cello is the brand which comes first into their mind when they think of pens. Finding of the Study Based on the analysis of data collected through the survey.
and other than that student purchase the pen more frequently rather than another category of Occupation. Then it is been found that the service man purchase the pen frequently within 1 week or 10 days. • 27% of the respondent considered Add Gel for writing rather than any other. • From the study it is said that 40% of the respondent are go to another store if the particular brand is not available and 35% of the respondent are wait foe same brand and rest of 25% purchased another brand Conclusion From the study we can say that CELLO is a No 1 company regarding in different brands of pen. 78 . • From the study it is found that 59% of the respondent is considered themselves loyal to cello.• From the Study it has found that 33% of respondent purchase pen with in 10 days. • • From the study it is found that 25% of the respondent prefers this brand just The Study shows that 28% of the respondent are using cello brand because because they had seen its Advertisement on T. this indicate that cello has a tight competition with Add Gel in the market.V. if its characteristics. and 33% of the respondent are highly satisfied with the cello brand. after that they considered cello for writing. and they prefer 10 to 20 price range of pen and they are 38%. It is a top leading company in the comparison of different Brand.
Brand Image etc. The Quality of pen was very satisfactory from the consumer’s preference point of those. Satisfactory factors are mainly Style. Reasonable Price. RECOMMENDATION The recommendation of the survey is as follows:- 79 . With this study and Analyzing. So it is said that these type of factor are noticeable at the time of buying behaviour of the consumer. Appearance. Quality. Study was not only to recognize the customer preference of cello brand and also for identifying the consumer satisfaction toward other brand.
• Most of the respondent are in favour of this brand. Organization should provide comparative and competitive price of all products in respect to other Brands. • CELLO should make strategies to gain the position of highest preferable brand into the market.com 80 .celloworld. CELLO must provide some promotion schemes like (1+1 Free). so to retain the existing satisfied customer. (Increase in Gel Pen Price). (1+ Refill Free). • • Many respondents has purchased Cello brand pen just because of its price. so that the organization can sustain their customer for long in future. Bibliography Web site 1. www.
3. Ashwathapa) Brand Management (Kalvin Keller) Annexure A study of consumer based brand Equity regarding Cello pen Questionnaire Introduction 81 . www.com Reference book:1.2.wikipedia. 2. Business Research Method (Tata McGraw-Hill) Research Methodology (K.
000 ( ) 15.K. Below 5.Desai College of commerce and management. All the data given by you will be kept confidential. I would be pleased. Which Brand comes first in your mind when you think of Pens? Today’s ( ) Montex ( ) Cello ( ) Linc ( ) Reynolds ( ) Rotomac ( ) Flair ( ) Parker ( ) Add Gel ( ) Other Specify…………… 82 .. Thanking You Yours faithfully Personal Information Name: …………………………………………………………… Permanent Address: ………………………………………… ………………………………………… ………………………………………… Contact No. Businessman ( Service ( ) ) Occupation Student ( ) Professional ( ) Other Specify ………….. ……………………… Gender Age Male Below18 26 – 33 41Above ( ( ( ( ) ) ) ) ) ) ) ) Female ( ) 18 – 25 ( ) 34 – 41 ( ) Other Specify……… Up to Primary ( ) Education Qualification Uneducated ( Up to higher Secondary ( Post Graduate ( Under 12th ( Under Graduate ( ) Under 10th ( ) Other Specify……….000 to 20. Vapi.000 ( ) General Information Q1. Mob No. Conducting a survey on consumer based brand equity towards “Cello pen”. …………….000 to 10.Respected Respondent. if you spare a few minutes to fill up this Questionnaire.000 ( ) Other Specify………… Income 5.. I am the student of R.000 to 15.000 ( ) 10.
Q2.What is the satisfaction level after using the cello pen? Highly Satisfied ( ) Satisfied ( ) 83 . When you mostly use this Brand of pen? Regularly ( ) Exam time ( ) Special occasion ( ) Other Specify…………… Q7. ) ) ) Q3.How unique is cello pen in the terms of following pen characteristics? Smooth writing ( ) Mechanism ( ) Ink Quality ( ) Appearance/look ( ) Brand Image ( ) Price ( ) Variety ( ) Other Specify………… Q12.. How did you come to know about cello Brand? Peer Group ( ) Cable Advertisement ( ) Newspaper/magazine ( ) Hoardings ( ) Point of purchase ( ) Other Specify ( ) Q9. Which form of cello pen are you aware of? Ball pen ( ) Gel pen ( ) Q10.. How frequently do you Purchase Pen? Daily ( ) 2days ( 1week ( ) 10days ( ) ) 5days ( ) Other Specify………. Which type/form of pen do you prefer? Ball pen ( ) Gel pen ( Other Specify…………… ) Ink pen ( ) ) ) Q6. Have you ever heard about Cello? Yes ( ) No ( ) Q8.Have you ever used cello pen? Yes ( ) No ( ) other Specify………. Why do you prefer this Brand of pen? Status ( ) Style ( ) Price ( Quality ( ) Advertisement ( ) Word of mouth ( ) Friends & Relatives ( Other Specify ……………. Which Brand of pen would you consider for writing? Today’s ( ) Montex ( ) Cello ( Linc ( ) Reynolds( ) Rotomac ( Flair ( ) Parker ( ) Add Gel ( Other Specify…………… Q4. Q5. Q11.
what will be your next action? a. Student only ( ) b. can’t say ( ( ) ) Q13. Other Specify ( ) Q18.Do you consider yourself Loyal to cello? Yes ( ) No ( ) Q14. Over all ( ) e. Purchased another Brand ( ) d. Wait for the same Brand ( ) b.Any other suggestion from your side for improvement? …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… ………………………………………………………………………. this brand of pen is suitable for? a..What do you think. Business man only ( ) d. 84 .If the particular Brand is not available.What price range do you prefer? 1–5 ( ) 5 – 10 ( ) 10 – 20 20 above ( ) other specify………… Q15. Other Specify………… Q16. Go to another store ( ) c.Does the advertisement of this Brand pen bring back pleasant Memories? Yes ( ) No ( ) Can’t say ( ) Q19. Service people only ( ) c.Average ( Highly Dissatisfied ( ) ) Dissatisfied ( ) Other Specify……….If you switch to another brand then which will be another Brand? Today’s ( ) Montex ( ) Cello ( ) Linc ( ) Reynolds ( ) Rotomac ( ) Flair ( ) Parker ( ) Add Gel ( ) Other Specify…………… Q17.
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