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Consumer Buying Behavior for Ball Pens

Consumer Buying Behavior for Ball Pens

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Consumer Buying Behavior for Ball Pens


Submitted by Noyal Rajan Roll No. 32 Batch 2010-12



DECLARATION I, Noyal Rajan, studying in the second year of MASTER OF MANAGEMENT STUDIES (MMS) at SIES College of Management Studies, Nerul, Navi Mumbai, hereby declare that I have completed the Capstone Project titled “Consumer buying behavior for Ball Pens” as a part of the course requirements for MASTER OF MANAGEMENT STUDIES (MMS) Program.

I further declare that the information presented in this project is true and original to be best of my knowledge

Date: Place:

Signature of the Student


CERTIFICATE This is to certify that Mr. Noyal Rajan, studying in the second year of MASTER OF MANAGEMENT STUDIES (MMS) at SIES College of Management Studies, Nerul, Navi Mumbai, has completed the Capstone Project titled “Consumer buying behavior for Ball Pens” as a part of the course requirements for MASTER OF MANAGEMENT STUDIES (MMS) Program.

Date: Place:

Signature of the Guide


Vatsala Bose and Prof. 4 . Vikram Parekh from SIES College of Management Studies for their guidelines. encouragement and valuable suggestions during the entire course of the project.ACKNOWLEDGEMENT It gives me immense pleasure to present a capstone project report on “Consumer Buying Behavior for Ball Pens” and a matter of pride that I have successfully completed this project work. This project has been a great learning experience and has given me greater insight into the Ball Pen industry and Consumer Behavior for daily use items in India. I would like to take this opportunity to thank my Mentor Prof. constant help. But for their constant support it wouldn’t have been possible to successfully complete the project.

1 Changing Consumer Behavior………………………………………………….2 Global Writing Instrument Industry………………………………….... ……………………………. ….3 Overview of marketing activities of Ball Pen companies…………. ………………………………………………………………. ….12 4.….2 Types of products considered in the Ball Pen industry…………..4 Regulatory Requirements………………………………………………..5 3.. ….TABLE OF CONTENTS 1 Executive Summary……………………………………………………………………… 1 2 Introduction of the topic……………..13 5 Objective of the study…………………………………………………………………..6 3....…9 4....3 Market and Market Information (In Detail)……………………….9 4.7 3..…..... …………………………………………....……………………………………….... …...8 4 Literature Review…….4 3. ………2 3 Industry Overview………..20 5 ..1 Major market players……………….………………………………..

.………………………………………………... ………. ….21 7 Questionnaire Analysis...6 Research Methodology……….22 8 Outcome and Conclusion……………………………………………………….....39 11 Questionnaire for consumers……………………………………………………..43 6 .40 12 Bibliography………………………………………………………………………… ……….35 9 Future Suggestions………………………………………………………………… …….….36 10 Limitation of the project. ……………………………………………………………................ …………………………………………………………..

grip etc . I have collected primary data from questionnaire by way of survey.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 . color. 1 . even though I have tried to find how the consumer purchases a particular brand. This has affected a certain shift in the manner of spending even in the relatively small and fast moving consumables sector in India.Of course it is very difficult to describe consumer buying behavior about pen. which is used by each and every person. Pen is a product. which is very helpful for any research and its findings.1 Executive Summary India has witnessed a boom in the population and literacy levels in both rural as well as urban areas and also the increase in the disposable income in the past few years. design. There are various brand’s of pen in the market of different types price. The kind of sampling used is convenience sampling. As a part of this project I have tried to find how consumer behavior is reflected in the manner of purchase and usage of Ball Pens which is an item of daily use. A suitable combination of questionnaire technique & discussion with the respondents was used to collect the required primary data. Primary data gives higher accuracy and facts. How he searches for his brand? What factors influence him to buy the preferred brand? The technique of data collection is through questionnaire as it is less complex and easy.

writing implements. The balance is accounted for by the moderately priced mid-priced products. of which global pen market accounts for nearly USD 30 bn. India ranks amongst the best in the world. pencil case etc. India's export market is abysmally low at Rs 2 2 . be it Parker. With the opening up of the economy. the top. greeting cards.6 billion or 30% of the total market by value and 65% by quantum. and not only premium products. the total market for writing instruments is estimated at Rs 22 billion and is growing at around 8 to 9% annually. While by numbers the low-end market accounts for 90%. Cross. entered the market while high priced ones are being sold in small. In terms of quality of pens. These include designer and status symbol pens. well ahead of even China. The informal sector's contribution to the market is placed at over Rs 6.2 Introduction of the Topic Stationery has historically meant a wide gamut of materials: paper and office supplies. glue. The Indian market size is relatively small. the premium and top-end segment accounts for less than a percent. The global market in writing instruments is estimated at about USD 38 billion. By value. One thinks of any global brand and it is here. Mont Blanc or Cartier The market for writing pens is estimated at 1600 to 2400 million pieces a year. unassuming way-side stores. However.

100 midsize and 900 small scale manufacturing units.billion. The rate of growth of high priced writing instruments is much higher . While India's literacy rate is low. (c) occasional users (like housewives and literate manual workers). Corporate gift segment in India is valued over a billion. A small percentage of pens are priced in the range of Rs 100 to Rs 300 and miniscule of the market is contributed by the super-premium segment in which the price tag goes to as high as Rs 100. nevertheless.basically because of a small base. As the market is developing in the new ambience. if at all. The market is segmented broadly into products required by (a) young students (many of whom depend only on pencils and ball point pens). in the recent period. all literates do not use ball or fountain pens. only occasionally. Obviously. while China exports Rs 50 billion worth of pens every year. the market for pens above that range is growing at 8 to 10%. The Indian market consists of around 15 large scales. The usage norms differ from function to 3 . While the market for lower price range (up to Rs 15) is growing at a rate of 7 to 8% annually. the per person usage is limited mainly to (a) and (b) segments. There is. (b) frequent users (in offices. commercial and public establishments). the products are getting upgraded. These units have a combined production capacity of over 10 million pieces a day.000 or more. About 80% of the revenues of the pen industry in India come from pens with a price range of upto Rs 15. growing at 15%. a price up gradation in evidence at the low-end.

even as it does from one person to another and certainly from one segment to another. while black. The existing scenario gives an indication that the market in being dominated by the ball point pens. which accounts for 70% of the total demand for pens in India. Addgel Pens.function. fountain pens (4%). The rest accounts for only 6% of the market. Parker. A majority of users. Montex. The major players in India include Cello. 85%. followed by gel pens (20%). Linc Pens & Plastics. Today's Writing Products. use blue ink. red and other color inks are used by about 15%. Stic Pens. and Flair Pen. Reynolds. The students account for 55 to 60% of the off-take followed by executives at 20-25% and other multilevel users accounting for 15 to 20% of the market. 4 .

and 5 . The size of the writing Instruments Industry in India is estimated at about Rs 2200 Crores of which organized players account for 65% of the market share and the unorganized players for the rest. and household. 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 lifelong one. School.5% in 2005-06 and 9-10% in 2009-2010. easy availability. In fact. It is expected that promotion. indicating that consumer are responding favorably to Quality and Branding. The advent of computers and related technologies has yet to make writing industry and Instruments Slow Paced and Obsolete.3 Industry Overview There has been a need to document through the use of writing instruments since the dawn of mankind. largely driven by the growth of organized sector. The industry grew by about 13. Writing Instruments continue to play integral part in the life of particularly every Business. the writing Instruments embraces the evolution of technology by incorporating it into new products and using it to enhance business aspects and client services. For some with a good quality pen at finger tips actually elevates their confidence level and makes them feel good. Pens and Pencils continue to be the staples of everyday life and indispensable items for everyday use.

Globally writing Instruments Industry is estimated at Rs 65000 Crores (p. 3. As a result critical pen component like refills are manufactured in house. But given the superior quality perception that "Made in India" pens have over the Chinese. Financial Express. while all non critical components are outsourced. Economic Times. some Companies Catalog are Used along with Internet Support.e. High Volume Low Value Strategy) While International Players cater to Premiums segment operating through exclusive Distributors. branded off make will accelerate and help the organized sector eat into unorganized Presence. China controls approximately 10% of the global markets while the Indian share had so far been mini scale. The following Information regarding the Writing Instruments Industry has been obtained from the Public Sources like: Business Line. Most Indian companies cater to the "Value for Money"(i.affordability. Today.a).1 Changing Consumer Behavior The purchase of a single pen used to be a considered decision until not too long ago. 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. the buying preference of major retailers has been shifting to Indian Products and brands. most consumers buy 6 .

2 Global Writing Instrument Industry Globally. now interestingly even as communication is getting increasing psychological. The global Writing 7 . size for different moods.multiple pens in a single purchase. But now it a Quasi Fashion statement something that’s aligns with your personality. Gone are the days where pen were just considered as merely an item of writing. Earlier there was one pen to write. 3. today most buy along with a number of other things as apart of their monthly provisions. ink. Writing Instrument Industry is rising at a healthy rate despite growing computerization. needs and situations. there is different pen. of course still the pen purchase decision is considered as low involvement decision. Because the consumer would go out specifically to buy a pen earlier.

. Indian products quality is among best in the world. where the organized sector now controls 65%+ market share in 2011 as compared to 54% up to 2000. China controls approximately 10% of the global market. Indian Market is growing healthily at around 10% and is Expected to Grow with same Rate for upcoming 2 to 3 years (acc to CAGR). compared to China Mass Market Products.Instrument Industry is estimated at Rs 65000 Crores (p. due to its manufacturing process. 8 . India is becoming most preferred manufacturing destination after China.a) where USA Markets grew by 5% last year (2010-11) and is expected to grow by the same proportionate at this time too.

3. But due to cast factor manufactured have started shifting to China and India.a) USA market alone is $3 Billion Dollars.a). but now India is emerging as a major Tip Manufacturer satisfying not only Domestic demand but Global Demand also. India's Pens Exports are merely Rs 200 Crores (p. The Annual Turnover of the Industry in India is now estimated at Rs 1800 Crores (p. where as China as Cheaper and Lower quality Products. Taiwan & Korea were hubs for the Writing Instrument Industry. Germany. • Previously Switzerland was the manufacturing centre for Ball point Tips. 9 . Japan.a).a) and is expected to Increase annual growth rate by 1-15% (p. China’s exports of Pens are over Rs 6000 Crores (p. • • India is Viewed as Quality Supplier.3 • • • • Market And Market Information (In Detail) The worldwide Market's Size for Writing Industry is Rs 65000 crs (p.a).

10 . the manufacturing of writing instruments is reserved or falls under the category of SSI (Small Scale Industry Sector).3. Of course any EOU (Export Oriented Unit) does not fall under this purview of SSI. excluding Mould Making as it is highly capital intensive part of manufacturing.4 Regulatory Requirements In India as per current law. Thus there is ceiling on Investment in Plant and Machinery Manufacturing Process (Max Rs 50 Crores).

As the present scenario Cello is considered to be market leader in the industry.  TODAYS.1 Major market players: The following are the major Players in Writing Instruments Industry of India. 11 .4 Literature Review 4. Cello has well over 33% share in the domestic market.  CELLO It is the biggest player in the industry with turnover of Rs 400 Crores.

Its products reach out to over 35 countries in the world. is the exclusive licensee of Reynolds. Tank Pens. Headquartered in Chennai.M. It was the first company to build a brand in a category that behaved more like a commodity till then. G.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. one of the most sophisticated in the Reynolds family worldwide.Pens International Pvt. Roller Ink Pens. Montex is not only the most popular brand in India. France. has ensured that the latest in writing technology is available to the Indian consumers. Precision Tips. covering almost all the continents According to the 2011 ACNielsen Retail Audit. Ball Pens forms the biggest chunk of the pen market in India and accounts for 72 percent of the total pen market followed by 12 .  REYNOLDS G. but also recognized world over. A state of the art R&D facility. Trendy Fountain Pens. in India and the SAARC countries.  MONTEX Montex has been the first in India to introduce Transparent Ball Pens. Gel Ink Pens.Pens has pioneered the writing instruments revolution in the Indian market. Montex is recognized as a pioneer in the Indian pen industry with innovations to its credit. Ltd. Rubber Grip Pens and Comolded Pens.M.

Todays.Market Break-Up (Value) ACNielsen Retail Audit Report.gel pen at 28 percent (Refer Table 1).1: Ball and Gel Pen . Linc and other players Figure 4. April 2011 Figure 4.2: Market Share of organized/unorganized market Unorganiz ed 20% Organized 80% 13 . The brand leaders in this market are Cello.

Figure 4.2: Market Share of different companies in the organized sector 35 30 25 20 15 10 5 0 C ello Todays AdG el R eynolds Market S hare Todays Cello Addgel Reynolds 1 % 3 % 1 % 1 14 .

3 Types of products considered in the Ball Pen industry The following mentioned products form part of the Ball Pen industry: 1 Ball Pens: It has a plastic body that consists of several components ranging from 2 to 10 depending on the complexity of the products and its design. The price of the product depends on the number of parts that make up the body of the pens. The principle of the ballpoint pen is that within the writing Tip a Metal ball housed in the socket rotates freely and rolls quickly drying out the writing surface. The writing Ball being continuously fed by Ink from the reservoir which generally is the pen barrel or a tube within. Gel Pens: They are similar to Ball Pen except. they use ink that is Water Based and in the form of a gel. also the design and the materials used Ball Pen use ink that is Oil Based. It is vibrant color-wise and considered smoother to write. However it has 15 . 2.4.

a very short writing length and poor shelf life as compared to Ball Pens. 3. Pilot Pens: They are soft, flowing, and colorful pens available in a wide array of colors. This was a huge step in the pen industry to explore the rainbow and bring to the consumer more than black, blue, red, or purple. You could get pink, lavender, orange, and even yellow (though that one tends to be hard to read). One of the problems that can occur with these pens is that they tend to bleed a little which is why some people do not use them with very thin paper for formal writing. 4. Ink Pen: This type of pen is not widely used, but a few people still love the feel and the results of a true fountain pen. Today, many fountain pens come with cartridges so that you do not have to mess around with jars of ink. You can find fountain pens at any office supply store or specialty pen store. In fact, you will be awed by the beautiful selection before you.

5. Refills: Company also manufacturers Refills which is most technology intensive part of the Pen. The tip and Ink are carefully balanced with each other to achieve the optimal mix of writing smoothness and ink letdown. 4.4 Overview of marketing activities of Ball Pen companies


India is definitely on its way to becoming am international hub for the manufacture of writing instruments. The different pen manufacturing companies have reaffirmed focus on high volume low value category of writing instruments. They have achieved a remarkable success in the industry with the leader brand Cello. Marketing mix of the companies Marketing mix is a set of controllable marketing variables that the firm plans to produce the response it wants in the target market.” “Marketing mix is an optimum combination of all marketing components which facilitates realization of company’s objectives.” “Marketing mix is a set of marketing tools that the firm uses to achieve its marketing objectives in the target market.” “Marketing mix is the blending of 4 inputs or submixes, which form the core of marketing system. They are: • • • • Product Price Promotion & Place.


Product A Product is anything that can be offered to a market to satisfy a want or need. A product means the bundle, which satisfy human needs. The products offered in this industry are majorly the following products 1. Ball Pen 2. Gel Pen 3. Refills All the above mentioned products are in different varieties, features, packaging and labeling Product Features Different pens had different features in it as a reason it is popular in different segments either such as business persons, students, service persons etc. The recent product features that companies use as differentiation points are as under:  Gel Pen features are as under: 1. Pocket Friendly Clip 2. Clear Crystal Body 3. High Technology Tip permitting smooth Ink Flow 4. Gel pen @ cheaper rates such as Rs 5 18

Easy Snap Cap. Thus above mentioned are some premium as well as most selling products which are popular among the consumers. Smooth & Precise Writing 2. 3. Designer Tip 3. Easy Snap Cap. Ink Level Indicator 3. 2. Inbuilt Grip for better Handling 4. Metallic Clip. 19 . Ink features 1. Attractive Refill foiling . Smooth Precise Writing 3.  Carat 24 & 18 1. Air Flow Cap 4. & Executive Look 2. Smart Executive look. Soft Grip for Long Writing 2. Innovative Design. Soft Grip Outer for long Writing  Sonic Ball 1. Product Packaging The finished product that is Ball Pen is packed in very attractive packages made from Plastic and Corrugated Box.  Pen Body features 1.

Price is powerful marketing tool.Mostly companies concentrate more on packaging as in the market full of competition packaging is used as a tool of product differentiation. Price is important factor in purchase decision to the seller price is the source of revenue and to buyer price is the sacrifice of purchasing power. Pricing Decision It is the exchange value of product or services always expressed in monetary terms. 20 . Thus it must be used correctly from the outset therefore all marketing planners must plan an accurate Pricing Decision. It has attractive packages for it Ball & Gel Pen Packs but the companies also offer customized packaging for their customers especially for the Corporate Customers. Price is matter of Importance both for the buyer and seller.

Raw Material Cost 2.Price of the Pen is decided taking into consideration the following costs involved: 1. Advertising and marketing costs 8. Transportation Cost. Other factors Considered • • Consumer Demand for the Product. Analyzing the Competitors Price & Product Range. Production/manufacturing Cost 3. 4. 7. Variable & Other Cost is undertaken. The companies have specific Price range for the different products for different Zones. Packaging & Labeling 5. State Wise Price Is Decided 6. Place (Distribution of the company)  Distribution Channel 21 .

Manufacturing Facilities Super Distributors Zone Wise Distributors State Wise Wholesalers Retailers Consumers 22 . Making the product available at right place and at right time with less cost is the key objective of any distribution management personnel.Distribution is an important function of any organization.

Promotion Strategies and Decision Promotion plays a distinct role in marketing. advertisement and marketing channels. goods by services identified sponsor.  Advertising  Sales Promotion  Personnel selling  Publicity/Public Relation. Newspaper Magazines. Promotion mix consists of the following. It is a combined effort of salesman. Advertisement of pen 23 companies of or an . Media. Internet. Banner Hoardings. Advertisement: It is any paid form of non personal presentation and promotion ideas. Advertisement can be in the & & Print Or and form of TV Ads. 1.

Target selling is the criteria for the super distributor if they achieve that target specified they are awarded with commission. 2. retailers & wholesalers. lucky draw.mainly print internet their use as TV. Sales Promotion: Sales promotion is also one of the elements of promotion mix. commission etc are used to promote sales. Different gifts. also based sales. have regularly Ads to promote Companies been endorsing different celebrity for their brands like Roshan. Corporate Sales Promotion: Promotional or Corporate Sales now a days play a big role in marketing 24 . Companies use different schemes for the super distributors. Rahul Bose for AddGel pens etc. It is done to promote the sales of the product. Hrtihik Raima Sen for Todays. Karishma Kapoor. distributors. For wholesalers & distributors different schemes like scratch card. discount on bulk purchase. 3.

packaging to its foreign customers. 25 . Many companies have done foreign collaborations with different firms in foreign countries for using their distribution channel and are regularly providing innovative design.because the concept of getting anything extra alongwith the product is becoming popular among the consumers. 4. International Sales Promotion: There has been significant growth in international selling of Indian made Ball Pens which has accounted to sales promotion efforts of the companies. Companies’ promotional departments have seized this opportunity and are selling large chunk of their production to corporate customers which in turn is used by them as sales promotion tool.

which will help to study. analyze and understand the behavior that will enable the marketer's to effectively market and sell everyday use product such as pens. Service Person 26 .(i.5 Objective of the Study  Research Objective: "Identifying Consumer Buying Behavior regarding Pens" The main objective behind the project is to identify consumer buying behavior regarding the Ball Pens.) Student. Business Person. To identify the influence of different characteristics/features of pen on Consumers in different segments.  Sub Objectives 1.e.

To get a better understanding of pen market. 4. To find the most preferable brand among the various kinds of pen and to find which brand enjoy the market leadership position 5.2. To help the Marketing Managers in the Ball Pen industry to design an Effective Marketing Mix for their target customers 6 Research Methodology Methods Of Data Collection:  The data has collected by way of primary research. profession 6. To find out why consumer prefer particular brand of pen? Which are the factors that influence and motivate him to buy the preferred brand of the pen? 3. 27 . Income Group. To study the impact advertisement on different consumers in different Age Group.

longitudinal study was not possible). The objective of the study is to identify the Consumer Buying Behavior on different variables like Price. Primary data gives higher accuracy and facts. I have collected primary data from questionnaire (i. which are collected for the first time.e.  Research Design 1) Purpose of study: . and many other variables which play a key role in impacting the Buying Decision. Product Performance. 2) Degree of research question crystallization: Exploratory study 3) Time Dimension: Cross Sectional (As the Study is done only once in the prespecified period of 8 weeks.) PERSONAL INTERVIEW  Tools And Techniques Of Data Collection: • Questionnaire Method: . However. I have used both the Close & Open Ended Question where the researcher is free to answer in their own words too. which is very helpful for any research and its findings.Descriptive Study.Primary data is collected by surveying the respondent personally. 28 . A suitable combination of Questionnaire techniques & discussion with the respondents was used to collect the required Primary data.• Primary Data: Primary data are those. and they are original in character. study may not focus why these variables affect the decision.

8) Sampled Population : Business Person. Brand Respons es Today s 11 Parker Cello’s 19 41 Monte x 3 Addgel 9 Reynol ds 8 Other’ s 9 29 . Purpose: . 6) Research Environment : Online Survey 7) Sampling Area: across Mumbai. Student.4) Method Of Data Collection : Survey and personal interview.Main purpose behind this question is to know the most preferred brand in the current market situation. 5) Research Instrument: Questionnaire. Service Person. Housewife's Etc 9) Sample Size : 100 Consumers 10) Sampling Technique : Convenience Sampling 7 Questionnaire Analysis Q1) Which brand of Ball Pen do you prefer to write? Ans1.

From the above chart it has been analyzed that majority of the consumers (i. Staedler pens etc which are use and throw type pens.The purpose behind asking this question is to know the consumer preference regarding the type of 30 . Stic pens. Purpose: .Thus analyzing above table it clearly signifies that Cello is preferred by majority of the consumers.45 40 35 30 25 20 15 10 5 0 Todays Parker Cello’s Montax Addgel Reynolds Other’s Company Findings: .) 41 of them prefer Cello as a brand to be used which is followed by Parker & Todays by 19 & 11 responses where as others gets 9 which includes mainly unbranded products such as Bunty & Babbli (Rs 2). Conclusion: . Dhoom. Paras and certain other brands like Linc pens.e. Q2) Which type of pen do you currently use? Ans2.

Ink & Pilot Pen are least preferred by the consumers in the modern or present market condition Conclusion: It is identified that only two categories/types of pen are preferred by the consumers 31 . Almost 75% of the respondents say that they use Ball Pen. And the next best usage is of Gel Pen by 22%.From the above chart it is visualized that majority of the consumers prefers and uses Ball Pen.pen he prefers to write and to know the changing trends to their Buying Behavior Ball Pen 72 Gel Pen 22 Ink Pen 2 Pilot Pen 4 Pilot Pen Type Of Pen Ink Pen Gel Pen Ball Pen 0 20 40 60 80 No Of Respondant Findings: .

schools. Purpose: . corporates and at many other place Blue is commonly accepted Color for writing whereas 32 . Q3) Which color of pen do you normally use? Ans3.Blue is the most preferred Color for consumers and majority of the consumers uses blue Color as in colleges.Is to find out which is the most preferred ink color for the consumer Blue 75 Red 6 Black 15 Multiple 4 80 70 60 50 Responses 40 30 20 10 0 Blue Red Colour Black Multiple Findings: .that accounts to nearly 94% of responses. institutions. Very few consumers prefer Ink & Gel Pen.

45 6 0.Red & Black are mainly used by the Professors or Doctors or Lawyers Q4) Which Ball Pen point do you normally use? Ans4.) point of the pen thought about while deciding to purchase pen by the consumer and to know which Point is more demanded across different segments of Consumers. Purpose: .6 40 0.8 14 33 .e. 0.5 40 0.The question was asked to know the technical aspect (i.

45 & 0.8 are least preferred as 0.45 0.45 results into very thin writing where as 0.0.Point ranging 0.6 are more demanded and used in the market by almost 80% of the respondants.4 Ball Point 0.8 3 0.5 40 50 Responses Findings: .6 2 1 0 10 20 30 0.8 results into bold writings according to consumers Q5) Which characteristics of pen influence your buying decision? 34 .5 & 0.

Ans5.) Business Person. Service Person & Student.From the above chart it has been analyzed that the most influencing characteristic is Performance by 36 responses.e. Features Respons e Point Grip Point 15 Grip 11 Price 26 LongLife 6 Ink 7 Performan ce 35 Performance Ink Price Long-Life Findings: . Grip and Ink are least influencing features of the pen impacting consumer buying decision.The Purpose of asking this question is to know the features/characteristic of pen that influence the buying decision of majority of the consumers across different segments (i. Purpose: . 35 . which is followed by the Price with 25 responses.

Flow chart showing the responses based on the option provided in the survey.e.The question also focuses on the different reason for which consumer changes the brand.Q6) Do you choose only one brand ? Ans6.) if the consumer behavior is steady to one brand or varying regularly . Purpose: .The purpose here is to know the consumer behavior (i. YES 36 NO 64 Because of Advertisement 8 Change in Price 15 Due to Fashion 7 New Product Design 22 Product Performance 12 36 .

The purpose of asking this question to know whether consumer refill their Pen along with the reason why they do not refill Response- Here the respondent are require to answer on two options Yes or No Flow Chart showing the response in Yes Or No YES 25 NO 75 Pen Cost is Negligible than Refill 40 Replacement Results in Poor Performance 21 Refill is unavailable 9 Others 5 37 .64% of responses are not loyal to any brand where as 36% of respondents are loyal and stick to only 1 brand. Q7) Do you refill your pen regularly? Ans7 Purpose: .Findings: .From the above chart it is analyzed that majority of the respondents do not stick or are loyal to particular one brand but they frequently change their brand.

It also aims of finding the media which is most preferred and can be used as for the promotion scheme TV Advertisements 45 Banners & hoarding 19 38 Newspapers & Magazines 27 9 Internet .Findings: . Purpose: . The reasons for not refilling is that the Pen Cost is negligible as compared to a new refill so consumers prefer to buy a new pen rather than refill.The purpose is to know the most effective media affecting consumer buying decision.e.) 75% out of 100 do not refill their pens. But some say that its better to go for New Pen rather than refill. Q8) Which advertising media influence you the most ? Ans8. even the refill of 2nd time does not give the original performance in writing.From the above table it has been analyzed that majority of the respondents (i. some are using the Rs2-5 unbranded Pen which are use and throw. thus this two reason accounts for more than 60 consumers not refilling their pen.

Q9) Which price range does your pen belong to? Ans9. Internet is the least influencing among all media.The main purpose is to know how much the consumer can spend to buy the preferred brand of Ball 39 .50 45 40 35 30 25 20 15 10 5 0 Internet Banners Newspapers TV Ad Findings: .From the chart it can be concluded that TV Ads are the most influencing Ad impacting the buying decision of different consumer segments having almost 45% of the responses. Purpose: . The next most influencing media is Newspaper impacting the buying decision.

Business Person are ready to pay up to Rs 6 -10 for their prefer type and brand of pen.10 24 11 – 20 40 21 – 30 7 31 . consumer mostly favors and prefer their pen (either Ball or Gel) in the price range of Rs 11 – 20. Whereas the next most preferred price range is Rs 6 -10 according to 24 respondents.It can be analyzed from the above graph that out of the total responses. Interpretation: . The high price range ranging from Rs 21 – 50 & above that is least prefer by the consumers. whereas service person also uses pen in the same range but in 40 .50 50-above Findings: .10 11 – 20 7 5 21 – 30 Price Range 31 .Pen which can help the company to take appropriate pricing decision for the target market 1–5 17 6 .50 7 50-above 5 40 24 17 7 1–5 6 -.

The purpose of this question is to know whether the scheme provided by the retailer or the companies motivate the consumer to buy more or not . Purpose: . Q10) Which type of scheme affects your buying decision? Ans10.students category they are not willing to spend more and are using pens mainly in the price range of Rs 1 – 9 .If no then which are the other scheme that influences the consumer to buy it can help the company to select the right promotion mix for selling the product. Extra Refill 17 Discount On Bulk 44 Free Pen 28 Others 11 45 40 35 30 25 Responses 20 15 10 5 0 Extra Refill Discount On Bulk Free Pen Others Promotional Schemes 41 .

The next most influencing scheme is of free Pen given by the companies on purchase of 1 pen (1 per 1 free) impacts the decision. Q11) According to you which pen brand enjoys market leadership position ? Ans11. For some 10% of the responses they believe that no scheme impacts their buying decision as pen is low price product where consumer involvement is less. Purpose: . But among the promotional schemes the most influencing promotional schemes that affect the decision is discount on purchase of pens (in bulk more than 1 or 2). Todays 5 Parkers 15 Cello 59 Montex 6 Addgel 6 Reynolds 9 Othe s -- 42 .The main purpose of this question is to find the market leader and also to find which brand enjoys the market leadership position.It can be visualized from the above chart that different promotional activities undertaken by the companies is definitely impacting the buying decision of consumers.Findings: .

Q12) Which type of writing do you prefer? 43 . Reynolds is at 3rd position but for Todays it shows that it is recognized Market Leader by least number of responses in spite of being the toughest competitor of Cello in organized Sector as compared to any other players.From the above chart it is clear that Cello enjoys market leadership position I the market as almost 60% of responses have revealed that they recognized Cello as the leader among all the companies.70 60 50 Responses 40 30 20 10 0 Todays Parkers Cello Montax Brand Addgel Reynolds Findings: . At 2nd position it is Parkers.

44 .5 . Large chunk of consumers prefer bold handwriting but emphatic are least desired by the consumer. Fluency and Crispiness in writing accounts for more than 60% of responses liking it. Fluent and Crisp writing can be obtained by using Point ranging from 0. 0.45 which majority of the consumers are using I the present market condition.Ans12.From the above chart it could be analyzed that fluency in writing is desired and liked by majority of the respondents. Bold 24 Crispy 28 Fluent 35 Emphatic 13 35 30 25 20 Responses 15 10 5 0 Bold Crispy Fluent Emphatic Type Of Wrting Findings: . Purpose: .The purpose of this question is to get an idea regarding the type of writing different respondents are fond of.6 & 0.

8 & 1mm pen would be less demanded.6 would be highest and 0. & 0. Purpose: . Types Ball Pen GelPen Ink Pen Pilot Pen 1st 58 19 16 7 2nd 18 44 28 11 3rd 18 26 28 27 4th 6 11 28 55 45 . Q13) Rank the following types of pen ranging from ( 1 to 4)? Ans13. 0.5.45. Thus companies should concentrate on producing pen in the same Nib Size.The purpose of this question is to know the consumer preference and ranking given by the respondent for the different types of Pens.As most of them like Fluent & Crispy writing the demand for the Pen in the Pont size of 0.Interpretation: .

70 60 Responses 50 40 30 20 10 0 1st 2nd Ranking 3rd 4th Ball Pen GelPen Ink Pen Pilot Pen Findings: . Interpretation: . At no 3rd rank is Ink Pen and ranked 4th by maximum number of responses is the Pilot Pen. 8 Outcome and Conclusion 46 . whereas after Ball Pen the most preferred and at No 2 rank is Gel Pen 44 % responses out of 100. Out of the 100 responses Ball Pen is termed No 1 by almost 60 % of responses. Ink or Pilot Pens.The response clearly shows that Ball Pen is the most used and No 1 type of pen in the market due to several reasons according to consumers.Ball & Gel Pen are mostly used and ranked as top 2 among all the category of pens thus companies should concentrate more on these two pen segments rather than Roller.

Of course in different consumer segments there are different characteristics impacting buying Decision. as well as low price but in huge product verities and Price range. In the Pen Market the consumers are not loyal to a particular Brand. majority of them do not stick or purchase the same brand.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 totality.5 & 0. consumers do not go for refilling the Pen. 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. They do not refill pen as the Believe that New Pen Cost is Negligible as compared to 47 . Repeat Purchase is very less. 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. Ball Pen is preferred by most of consumer’s and they have ranked Ball-Pen as No 1 among different Types of pen  Blue Color is preferred by the consumer among different Colour’s  Majority of the Consumer prefer Ball Point of 0. The major reason for this is Pen is Low Involvement Product.

 TV Advertisement is having a significant impact on majority of the Consumer.6 Cello has huge product range. but nonetheless almost all media is having the impact on buying decision of different consumer Segments. with Point Size of 0. Also a trend observed in the survey was that students prefer 0. thus an . targeted to different consumer segments.5 & 0.g. So consumer refrains from refilling the Pen. And in the Point Size of 0.6 point size over others for which the reasons could be comfort for 48 faster writing.  Cello Company is regarded as No 1 market leader due to its product varieties mainly in the Price range ranging from Rs 5 – 20 this is Low Price Segment where majority of consumers prefer to buy their pen.5 & 0. 9 Future Suggestions The Suggestions given are based on the consumer survey and its analysis and studying the Marketing Mix employed by different Ball Pen companies as well as my knowledge regarding the concerned subject. So hereby I suggest that Ball Pen companies should come up with the product in effective price range Of Rs 5 – 20.Even the refilling does not give the same writing performance as of the original refill.purchasing a refill For E.6. Todays Wonder Gel Rs 5 and refill of the same is of Rs 4.

: Business Person:  PRICE RANGE— Rs 11 -20 (24/30 business people prefer this price range) Producing the pen in the price range of Rs. (18/30 service persons think price of the pen influences their buying decision)  For Student: - 49 . 11 -20 which also gives good writing performance.: Service Person :  PRICE RANGE— Rs 11 -20 ( 15/30 service persons prefer this price range)  Characteristics to Emphasize – Price. Other variables do not impact their decision much.  Since needs across different consumer segments with regards to features.g. The companies should try to focus on a target group by focusing on various decision. with positioning of the product done accordingly emphasizing the two variables specifically for business person will make an attractive proposition. qualities of Ball Pens are different thus companies should not have a common Positioning for all Target Markets.appropriate positioning and marketing for the student category would certainly help. characteristics that affect their buying  E.g.  E.

5 (19/30 students prefer 0.(12/30 service persons think performance of the pen influences their buying decision)   Thus if the Company uses all the above mentioned features for specific target market and makes the product. PRICE RANGE— Rs 1 -10 (27/30 students prefer this price range) Point Size-0.5 point size) Characteristics to Emphasize – Complete Performance. fixes the Price and positioned properly and effectively than it can definitely outperform it competitors in Different Segments. 50 .

General Suggestion  In this world of Competition there is competition not only from organized players but unorganized players also.) Use & Throw which are favorite among students now a Days. 51 .e.  Gel Pen Segment with its huge product varieties and price range. There is huge Opportunity 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. Thus the different pen manufacturing companies should develop its own R & D facilities that can outperform unorganized players by producing the Pen In the price range of Rs 1 -3 (i. is an upcoming segment and a major competition to Ball Pens thus I hereby suggest the Companies should increase the Product Varieties substantially in Ball Pen Segment as it is about 82% of the total Market.

villages or states etc. • Limitations associated with filling online form exist such as non representation of people who are non-net-savvy. inaccurate form filling etc. 52 . towns.10 Limitation of the project • Sampling done is convenience sampling and hence all disadvantages associated with this technique exist such as sampling bias and the sample not being representative of the entire population • Study is based majorly on residents of Mumbai and hence may not represent exactly consumer behavior of residents of other cities.

pen is not representative of daily use item since more and more people are getting most of their writing done on the internet. 11 Questionnaire for consumer Survey on Consumer buying behavior for Ball Pens Q1) Which brand of Ball Pen do you prefer to write? a) Today's b) Parker's c) Cello d) Montex e) Add Gels f) Reynolds Others ______________________________ 53 .• In today’s internet age. Thus assuming pen to be a daily use item may be wrong.

____________________. Q7) Do you refill your pen regularly? a) Yes b) No If No.45 c) 0.______________ ____ Q8) Which advertising media influences you the most? 54 poor .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 No.6 d) 0. What is the reason to buy a new pen instead of refilling? a) Pen cost is negligible b) Replacement results into c) Refill is unavailable performance d) Specify if others.Q2) Which type of pen do you currently use? a) Ball Pen b) Gel pen c) Ink pen d) Pilot pen Q3) Which color 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. then What causes you to change the brand generally? a) Advertisement b) New Price c) New Products Design d) Performance Range e) Due to f) Others________________ ___ Fashion a) Specify others if any.5 b) 0.

4)? a) Ball Pen b) Gel pen c) Ink Pen d) Pilot Pen Q14) Name _______________________________________ Q15) a) b) c) d) Please select the category of your occupation Student Service Person Business Person Others 55 .a) TV Advertisements c) Newspapers & Magazines b) Banners & hoarding 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 d) Montex e) Add Gels g) Others ____________________ Q12) Which type of writing do you like? a) Bold b) Crispy c) Fluent d) Emphatic c) Cello f) Reynolds Q13) Rate the following types of pen ranging from rank (1.

⇒ www.12 Bibliography ⇒ Marketing Management ---.Khan & Jain.todays-pen.com ⇒ Business Research --.com ⇒ www.Philip Kotler 12th Edition ⇒ Financial Management -----.acnielson.economictimes.com ⇒ www.By Cooper 56 .

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