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A SUMMER INTERSHIP PROJECT REPORT ON CONSUMER BUYING BEHAVIOUR FOR PENS AT

Submitted to
GIDC RAJJU SHROFF ROFEL INSTITUTE OF MANAGEMENT STUDIES, VAPI

ISUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS OF MBA PROGRAMME

In
Gujarat Technological University
UNDER THE GUIDANCE OF

Faculty Guide:
Prof:Maulesh Rathod

Submitted by: Shaikh Shahid En.No.: 127160592069


MBA (2ND SEMESTER) Aug 2013,

Affiliated to Gujarat Technological University, Ahmedabad


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DECLARATION
I undersigned

Shaikh Shahid
The Students of

GIDC RajjuShroff ROFEL Institute of Management Studies


Hereby declare that all the details in the report on TODAYS WRITING PRODUCT LTD. Is purely my own work which was carried out during 10th June to 30th july2013and is not be given to any other University or Institute for any other Examination for any other purpose by any other person.

DATE: PLACE: Silvassa --------------------------Signature of Student

CERTIFICATE

This is to certify that Shaikh Shahid has satisfactory completed the project work entitled, CONSUMER BUYING BEHAVIOUR FOR PENS Based on the declaration made by the candidate and me association as a guide for carrying out this project work, I recommended this project for evaluation as a part of the MBA programmed of Gujarat Technological University

Place : VAPI Date : Prof: Maulesh Rathod

Place : VAPI Date : Dr Pankaj Patel Director

PREFACE
Our M.B.A course is the course constituting study of administration management and working activities of industries, for better function every industry needs talented and qualified executives. To reach this need. Our university has established such a disciplined course which includes the theoretical and practical aspect of various industrial matters.

The knowledge and guidance about theory subjects of industry is given by our learned professor also for the practical study of the same I got permission to visit TWPL.

The report thus contains all the information of the company from its commencement till the last chain of production with detailed study of all the department and specialization in marketing department.

ACKNOWLEDGEMENT

A Project Report is never successfully completed without the guidance from appropriate person. So now its the right time to express my sincere gratitude towards all those, who have helped me to complete the project.

I am thankful to the DirectorDr.Pankaj Patel, distinguished professor of GRIMS for giving me the opportunity to work on this project. It was a great learning experience for me and I could actually put in practice, the learning acquired in the classroom.

Also, this project helped me in understanding the overall functioning of the industry. I am also thankful to External Guide Mr.Sushil Sharma, Director Sales and Marketing of Todays Writing Products Ltd. And also the Internal Guide maulesh rathod, for giving me valuable suggestions throughout the course of the project. I am also thankful to entire faculty of the institute and staff members of Todays Writing Products Ltd. for the advice and suggestions, without which this project would not be a successful one. Last but not the least I would like to appreciate my parents who have always motivated me directly and indirectly to do my work with utmost dedication.

EXECUTIVE SUMMARY
Today the significance of project work has greater importance in business world. Practical knowledge is as important as theory so that one thing is said, Practice makes a men perfect In order to get acquainted with how theoretical concepts are being followed at TWPL, I have tried to take an overview of all departments of the company and its working mechanism. It has given me a chance to learn a lot in the process. My topic for the study is on Consumer Buying Behaviour about pens. Pen is a product, which is used by each and every person. There are various brands of pen in the market of different types Price, Colour, design, Grip etc .so the pen market is full of competition where the consumer possesses vast variety of choice to select his brand which depends on his buying Behaviour .Of course it is very difficult to describe consumer buying Behaviour about pen; even though I have tried to find how the consumer purchases a particular brand. How much he searches for his brand? What factors influence he too buys the preferred brand? The technique of data collection is through questionnaire as it is less complex and easy. Two methods i.e. Graphical method &Percentage method are used.

TABLE OF CONTENT
Sr. No. A 1 2 Particulars Part I Objective of the Project Industrial Overview 10 11 Page No.

Company Overview Company Performa About TWPL Achievements & Awards Vision & Mission of the Company Corporate Philosophy & values 3 Manufacturing process Corporate Structure SWOT Analysis Raw Material Products Manufacturing Facilities

14 15 16 18 23 25 26 28 29 30 32 39 41 43 44 45 46 47
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B 1 2 3 4 5

Part II (Consumer Buying Behaviour) Objective of the study Research Methodology Literature review Limitation Questionnaire Analysis

6 7 8 9 10

Findings Recommendation Conclusion Bibliography Annexure

61 63 65 67 69

. From how many years have you been working with XYZ Company? a. 0-3 Years b. 3-5 Years c. 5 to 7 Years d. More than 7 Years Q2. How is the working Environment? a. Participative b. Autonomy c. Whimsical d. Red Tapism Q3. Your work is according to your qualification and skills. a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree Q4. Employees are satisfied with the top Management. a. Strongly Agree b. Agree c. Neutral

d. Disagree e. Strongly Disagree Q5. Working hours at XYZ Company is satisfactory. a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree Q6. Employees in the organization have necessary authority to perform their duties effectively. a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree Q7. Organization organizes counseling programs for the employees regularly. a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree Q8. Employees in XYZ Company share experience to help each other. a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree Q9. Employees get Appreciation and rewards if the desired work / targets are accomplished. a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree Q10. Company has good career prospect for its employees. a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree Q11. Physical working condition in the Company is satisfactory. a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree

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Q12. Top management involves employees in the management decisions. a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree Q13. Welfare facilities provided to the employees by the organization are satisfactory. a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree Q14. Which of the following factors which motivates you most ? a. Salary Increase b. Promotion c. Leave d. Motivational talks e. Recognition Q15. Your company recognize and acknowledge your work. a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree Q16. Company provides satisfactory Salary according to the Work. a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree Q17. Rate your Overall Satisfaction with your Job ? a. Highly Satisfied b. Satisfied c. Average d. Dissatisfied e. Highly Dissatisfied Related posts:

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Part-1

Objective of the report

To understand the Business Operations. To understand the role of each Subsystems (Department) and its relationship with other Subsystems.

To know about consumer buying behaviourregarding pens. To get the Practical Interface of Industry by applying Theoretical Concepts.

To run and manage a firm profitably in competitive business environment.

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Industry Overview
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INDUSTRY OVERVIEW
Writing instruments steadfastly remains a large part of societys communications, despite the advancements and growth of popularity of the computers, internet and other such technology. There has been a need to document through the use of writing instruments since the dawn of mankind. Pens and pencils continue to be the staples of everyday life and indispensable items for everyday use. Writing instruments continue to play an integral part in the life of practically every business, school and household. The advent of computers and related technologies has yet to make writing instruments obsolete. In fact the writing instrument industry embraces the evolution of technology by incorporating it into new products and using it to enhance business aspects and client services. The size of the writing Instruments Industry in India is estimated at about Rs 1800 Rs2000 Crore of which organized players account for 70% of the market share and the unorganized players for the rest. The industry Grew by about 13% in 2005-11 ,largely driven by the growth of organized sector, indicating that consumer are responding favourably to Quality and Branding. It is expected that promotion, easy availability, and affordability, branded off make will accelerate and help the organized sector eat into unorganized Presence.

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The Indian writing instruments market today is still on the path of discovering new niches with ergonomic designed products, promotional marketing items and luxury items but in the coming years it is bound to grow tremendously not only domestically but also in its exports emerging as world leaders in Writing Instruments.

The stationery sector is a cluster of many sectors out of which the most prominent and important probably is the writing instruments Industry. The two most important tools of it are pen and paper. Other materials like pencil, rulers, writing pads, erasers etc also play an active role which is useful for commercial and office use.

The Industry is highly competitive due to low entry barriers. The Indian industry assures product life. This is where the Indian manufacturers and exporters will have an edge over some Asian countries.

Over a period this industry has seen growth in the domestic market and is now all set to become an export oriented market. For long period China has been ruling the export market in Writing Instruments and their estimated exports is around Rs. 5000 -6000 crore. India hitherto has been looking inward and was struggling to meet its local demand with the capacity that has been established. Over the years however, India focused more on writing quality due to its discerning customers and have developed top quality tips and inks which are now exported to even countries like Japan. The Indian Export of writing instrument has been languishing in the region of Rs. 250Crs. With the de reservation of the industry and a large acquisition deal happening in the industry recently, suddenly there is a great interest in the Indian Writing instrument industry. India slowly but surely is emerging as the manufacturing hub for the writing industry. The export prospects from India have opened up further with the strengthening of the Yuan and the consistent superior quality that India has managed to deliver over the years.

Thus the low entry barrier though continue to remain, largely the market for the product is catered to by organized players. These players have undertaken massive expansion and thus the industry which was essentially small scale and cottage in nature is acquiring an organized and large scale character with sophistication in the form of automation and controlled processes.
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(The Information regarding the Writing Instruments Industry has been obtained from the Public Sources like: some Companies Catalog, Annual Reports and Internet Support)

Company overview
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Company Performa
NAME OF THE UNIT YEAR OF ESTABLISHMENT ADDRESS REGISTERED OFFICE Survey No. 251/2, ValsadFalia Near Jain Temple, Dadra. Dadra & Nagar Haveli (UT) 396193. Tel No. (0260) 2668574/2668538 ADDRESS MUMBAI OFFICE 201, Hariom Chambers B-16 New Link Road Andheri (W) Mumbai- 400053 Tel No. (022) 66954900 EMAIL ID WEBSITE FORM OF THE ORGANIZATION 17 todays@todays-pens.com www.todays-pens.com Public Limited Company TODAYS WRITING PRODUCTS LIMITED April 29, 1992

BANKERS

State Bank of India, Bank of India, HSBC Limited, ICICI Bank Limited and Axis Bank Limited.

BOARD OF DIRECTORS

Mr. Rajesh Kumar Drolia Mr. Ronald Netto Mr.PushpakChavan Mr. Sunil Agarwal Mr.Mukesh Gupta

(Chairman) (Managing Director) (Whole Time Director) (Whole Time Director) (Director) (Director)

AUDITORS

M/s Ajay Shobha& Co.

Mr. Rahul Gupta

Chartered Accountants (Director) Mr.ShreedharParande Registrar & Transfer Agent Satellite Corporate Services Pvt. Ltd.

Mr. Sunil Mumbai-400072) Kedia (Sakinaka,

(Director)

About todAys Writing products Limited


Today's Writing Products Ltd - the makers of India's popular pen brand "Today's Pens"; is a multi-faceted, million dollar company with interests in Writing Instruments, Office Supplies, Petrotech and Construction businesses. TWPL was incorporated in the year 1992, and went public in the year 1996. Since then our company has become popular throughout the country by its brand name: Todays. It is an internationally acclaimed Manufacturer & Exporter of High Quality Plastic Ball Pens, Plastic Gel Pens and Refills SINCE 1986. Today's Pens is a fully integrated writing instruments company with In-House Designing capability Mould making unit, Tips making unit, Refill making unit (Gel & Ball), Injection Molding and Assembly. At Today's, innovation is not just a guiding philosophy; it is a key business process focused on consumer needs. Today's offers one of the largest ranges of pens offered by any manufacturer in India, all conforming to the highest global standards. The result of a wellequipped assembly line with over 100 ultra-sophisticated injection molding machines and a highly trained and dedicated work force of over 1000 people. It has a manufacturing capacity of over 3 Million Pens (3000000) per Day. Today's extensive global R & D, cutting-edge manufacturing technology, production, processes, globally sourced material and exhaustive quality standards are among the best in the world. This makes Today's Pens a favored business partner.
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Today's Pens is also best known and appreciated worldwide for their Originality of Designs, Quality, Affordability and their Ease of Writing. TWPLs R&D has mastered the art of making the dies and designs of the pen, which gives it a significant advantage over its competitors, both in the organized and unorganized segment. Expenditure on R&D of the company was accounted to Rs 1.52 Lacs (2010-11). The Company has a modern state of the art Research and Development Centre constantly striving to develop new products, patterns, designs, shapes, colour and combination thereof to cope with ever changing taste of the consumer and demand of new and innovative designs in stationery world, which improves and contributes to the technology absorption and upgradation. Today's has India's largest range of smart looking, high-performance gel ink and ballpoint pens in different ink colors and at a variety of price points. Be it a school kid, a college student, a young professional or a senior executive, there is a "Today's" for everyone. Today's Pens is present in - India, Sri Lanka, Bangladesh, Pakistan, U.A.E, Turkey, U.K., U.S.A., Philippines, Italy, Malaysia, Japan, Syria, Africa, Poland, Thailand, Egypt, Iran, Yemen and more. And are looking out to expand its Global Operations, and invite Distributor Partners for every market. The Company has exported goods worth Rs. 313.67 Lacs (10-11) (previous year Rs. 248.60 Lacs) of writing instruments and stationery

Global Network

Subsidiaries

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Todays Stationery Mart Ltd.: This Company has been set up with a view to tap the growing Stationery business in the Country. The estimated market size is in the region of Rs.50, 000 Crores and this is growing at a healthy pace. The plan is to set up a chain of Company owned stores and also warehouses initially and later on have franchised stores across the country. Todays Infrastructure and Construction Ltd.: This Company was set up with a view to tap the emerging opportunities in the Construction sector. The Company is in the process of developing a team with specialization in the infrastructure and construction sector. In the meantime the company is looking at joint development opportunities to tap the potential of this sector. Todays Fluid Technologies Ltd.: This subsidiary has not commenced any business. The company has shelved the water project initiative as it was unviable. Delinkin Todays Petrotech Ltd: This Company was set up with a view to tap the emerging opportunities in the Oil and Gas Sector to leverage on the engineering skills acquired over the last 20 years by the Company. An agreement has been entered in to with ITT Corporation of the US which is a $ 8 Billion multinational and is the world leader in Hydrocarbon pumps. While Mr. Rajesh Kumar Drolia and Mr. Ronnie Nettohas resigned from the board of Todays PetrotechLtd, due to which it is no more a subsidiary

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Achievement & awards

The Achievements of the Company are as under: (From 1992 to 2010)


(YEAR 1992) Incorporated as Private Limited Company in the name and style of Creative Stationary Products Pvt Ltd

(YEAR 1995) The Name of the Company changed Todays Writing Products Ltd Various Products in Economy and Premium Range launched and well accepted in the market. In the very first year of operating Company made a Net Profit.

(YEAR 1996)
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Company went for IPO 25, 00,000 Equity shares. And is Listed on 6 Stock Exchanges. The blockbuster Brand Khusboowala was Launched that improve the Brand Image (Domestically & Globally).

(YEAR 1996 97) Turnover of the Company Crossed 2500 Lakhs (Rs 25 crore).

(YEAR 1998) A Series of Marketing and Promotional events led to Increase in distribution Network from 50000 Outlets to 3,00,000 outlets It include A slogan Created to Encourage the Indian cricket team during the World Cup (Jeetna Hal Todays). Celebrity Endorsement for product and merchandising Various Times. Celebrity used are Salman Khan, HrtihikRoshan, RaimaSen etc.. Sponsorship of Mumbai Cricket Team with Sachin Tendulkar, VinodKambliAgarkar and Others.

(YEAR 2000) Turnover of the Company Crossed 5000 Lakhs Ball Pen and Refill production crossed 10 lakhs Pieces Per day Merger with Profit Making Todays Writing Instruments Ltd Successfully Completed.

(YEAR 2001) Turnover of the company crossed Rs 7500 Lakhs Retail Market Penetration reached to more than 4, 00,000 Outlets. s(YEAR 2002) Signing of the MONAMI agreement (September 2002) Launch a Gel Pen at Rs 5/- Price Point First time in India as Gel Pen were sold at Minimum of Rs10/-Per piece

(YEAR 2003) Entered into an Agreement with Pounland with 150 Retail Outlet all Across UK.

(YEAR 2005) Started Stationary Business by Outsourcing Pencils,Erasers,Scales,Notebooks selling through existing Brand Name Today's Entered into Agreement with JL MORRISON, for marketing their products under the companies sole Brand Name in Srilanka.

(YEAR 2006)
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Approved the follow on public issue of 50,00,000 equity shares of INR 10 each Issue Foreign Currency convertible Bonds of up to USD20 million.

(YEAR 2007) Entered into an Principle MOU with Holland Mineral Water Machinery BV (JVrecycling and water purification) Formed a subsidiary - Todays Petrotech Ltd (The oil and gas sector) Joint Venture with Welco Oil of Norway (facilitating enhanced oil recovery from oil wells)

(YEAR 2008) Announced the first stationery retail store under the Brand name OFFIX (M/s. Todays Stationery Mart Ltd)

(YEAR 2010) Appointment of M/s. Ajay Shobha& Co. Chartered Accountants as statutory auditors of the Company

AWARDS

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Vision &
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mission

VISION OF THE COMPANY

"To be India's NO 1 Company in Writing Instruments and Office Stationary Industry Dedicated to Quality and Consistent Performance"

MISSION OF THE COMPANY


Consistently make good Products at the friendliest Prices

Constantly Grow in Volume and Value through New Ideas

And by Imbibing the World's Best Technologies, Continuing to remain relevant to our customers in India and the World as a Brand that Stands for our Quality and More Value for Money than any others.

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CORPORATE PHILOSOPHY& values

Adding Value In everything we do; In the brands we build; In the products we make; In the innovations we foster; To the lives of our customer; To the business we conduct with our suppliers and associates; To our every growing family of employee's and shareholders; To the society we belong to; and ultimately

Corporate Values Integrity above all else Learn always Innovate in everything Excel in quality.
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MANUFACTURING PROCESS OF PEN


Injection Moulding Process

Refilling Process

Labeling Process

Assembling Process

1. Injection Moulding Process The different components of pen (i.e.) Body, Cap Nozzle Grip etc are processed and prepared on the injection Moulding Machine. The different parts/components require different chemical as well as moulds and Dyes The list is as Under: Body PST, Cap PP, Body & Crystal Cap (SAN), Adapter (DELRIN), For Grip (HDPE & LDPE).
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Here as mentioned above different types of Raw Material are used for different components of Ball Pen Due to the different qualities and technical requirements of Products. Plastic Granules are heated from 200 to 240 degree Celsius depending upon the product requirement. At this Heat level the mixture melts and get converted into liquid form. The liquid form is then moved to Moulds& Dyes in the Injection Moulding Machine. Where it is cooled by the water which further gives it shapes and get Injects from the Machine. If Different shades and coloured are required than the plastic Granules are mixed with Colour Granules In the Specified Quantity which is also known as Master Batching the Lot.

2. Refilling Process

This is the manufacturing process where already purchased or procured inks from outside markets are filled into refills used for the Pen for writing Purposes. The most technical part of the manufacturing process. That is as follows: Extruder Machines are used to extrude Refills Tubes. Refill for Ball pen and Gel pen are manufactured on the extruder. The tubes of Polypropylene are manufactured the extrusion Machines and than cut into Standard or required size of the refills without Tapes or Edges. Ink used is either Imported or procured from local suppliers from Gujarat or Bombay or is imported in certain cases. Tips (i.e.) Point required are Imported from Swiss or other overseas market and than they are cleaned on ultrasonic Machines. Point of 0.5, 0.6, 0.7, 0.8 & 1mm are used to fix on the refills nozzles. The tubes are than mounted on the Ink refilling Machines of Korea and Indian made and Ink is filled in the tube and Nozzles are filled on the Automatic Machines. Refills are stacked in Boxes and kept in the high speed centrifuge machines to remove air gaps The refills are than sorted cleaned and collected and packed for saleable quantity and balance is sent to assembly division for assembling with the Pens.

2. Labelling Process (On Cap & Body Of Ball Pens)


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At this stage the already made pen and refills are to be Labelled (i.e. Printed with Company Logo Todays writing Products Limited. and with the respective brand of the pen (i.e.) Starry, Wonder Ball, Wonder Gel. Ink Monitor etc.Differnet Machines are used for the process as mentioned below: Foiling Machines: It is used to print the label on Body Manufactured S WEL AS ON THE Refill Manufactured. Here foiling is done at 1 Piece at a time Plotting Machine: It is used to print the label of the company on Steel caps and other plastic caps. Here the plating and printing is done on 5 pieces at one shot or at one time 3. Assembling Process Once all the Ball pens and Refills of a particular Batch of Production is labelled this is the final stage of Pen Manufacturing here all the labelled and inspects part and lots are Assembled. Woman workers are use for the purpose who are responsible for assembling the Caps,refills,Bodyetc parts of the pen and packet it in the batch of 50.Finally the Packaged pen is Inspected and made ready for Dispatch to stores Department.

CORPORATE STRUCTURE (TWPL)

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CMD

CFO

GM Sales

Chief Operating Officer

Manager Finance Director Commercial


Sr Manager Legal &

Manager Accounts

Manager Domestic Sales

Manager Intl Sales

Manager Manager. Institutional Sales

VP Administration & Marketing

Secretarial

Manager Purchase

Manager Stores

Manager HRD

Manager EDP

CEO. EOU

GM Production

GM Tech Development

GM R&D

COMAPANY SWOT ANALYSIS


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Strength Innovation (R&D): The firm is constantly looking for innovation in product design, production, promotion and advertisement. It is one of few companies in India with ability to design their own pens with in-house R&D facilities and strong tool-room infrastructure. Volumes: It make products for the masses, therefore, volumes is a critical factor in the strategy. With the current infrastructure it manufactures around 3 millions pens per day. We enjoy economies of scales which gives us cost advantage thereby enabling us to capture a greater market share in high volume low value segment. It also enables us to make our presence being felt in the export market. High Quality: The technology absorption and up-gradation has facilitated the firm to produce quality pens for its consumers. Low Cost: Due to mass production company is able to produce pens at low cost adding to the advantage of the firm. Distribution Network: Company has about 4, 40,000 retail outlets across India which is the companies main strength. Weakness High Competition: Firm is not able to compete with the growth of players in this segment and mainly due to the unorganized players of the industry. Depts.: The depts. of the firm are high, weakening the firm on financial grounds.

Opportunity International Market: The firm can concentrate more on international market on the bases of its quality products, low price, etc. Partnering: The firm can form joint ventures with local players and international players to increase its market share and to facilitate updated technologies leading to reduction in cost and ultimately increase his profits. Threats Low entry Barrier: Due to low entry barriers there is threat from international players and even industry with small scale and cottage would acquire an organized and large scale character with theirexperiences.

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Raw material

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Plastic Granules

Inks: Company uses Water and Oil based Ink which are Imported from the Korea and other Overseas Market and Procure Domestically. Tips and Points: Tips are also imported and the size, shape of the tip determines the price of the Tips.

Packing Materials: Company uses various Grades of Plastic, Craft Paper and Cardboards and Corrugated Boxes purchased from local Markets Company also uses other packing materials like Packaging Jars, Acetate Bottles, Blisters and Tumblers etc.

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Products of twpl

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PRODUCT
Ball Pens

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DF Pens

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Gel Pens

International Range

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Stationery

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Refills

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Promotional Items

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Manufacturing Facilities

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Manufacturing Facilities
Today's Pens is a fully integrated writing instruments company with In-House Designing capability Mould making unit, , Tips making unit, Refill making unit (Gel & Ball), Injection Moulding and Assembly.

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CONSUMER BUYING BEHAVIOUR regArding pens

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INTRODUCTION
Consumer buying behaviour is the study of when, why, how, and where people do or do not buy a product, In simple words consumer buying behaviour means what the consumer perceive about a particular brand and their decision to buy it. Before business can develop marketing strategies, they must understand what factors influence buyers behavior and how they make purchase decisions to satisfy their needs and wants. As the industry is full of competition the firm should identify the factors which influence the buying behaviour of consumer to purchase a particular brand. In order to acquire a large market share the company should indentify the following:

Why consumers make the purchases that they make? What factors influence consumer purchases? The changing factors in our society

So the project is also done to know consumer buying behaviour regarding pens

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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 Pens, which will ultimately help the company management to study the analysis and understand the behavior that will help the companies' marketer's to effectively sell the product.

SUB OBJECTIVES: To find out which are the factors that influence and motivate people to buy the preferred brand of pen? To get a better understanding of pen Market. To find the most preferable brand among the various kinds of pen and to find which brand enjoy the market leadership position To help the Company Marketing Managers to Design an Effective Marketing Mix for its target Customers.

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RESEARCH METHODOLGY
METHODS OF DATA COLLECTION:
The data has collected in two ways. Primary Data: Primary data are those, which are collected for the first time, and they are original in character. A suitable combination of Questionnaire techniques,& discussion with the respondents was used to collect the required Primary data. Primary data gives higher accuracy and facts, which is very helpful for any research and its interpretations. I have collected primary data from questionnaire (i.e.) PERSONAL INTERVIEW Secondary data: - The secondary data are those, which are already collected by someone for some purpose and are available for the present study. Secondary data was collected from the annual report, websites and other such sources. TOOLS AND TECHNIQUES OF DATA COLLECTION: Questionnaire method: - Primary data is collected by surveying the respondent personally. I have used both the Close & Open Ended Question where the researcher is free to answer in their own words too.

RESEARCH DESIGN
1. Purpose of study: - Descriptive Study.

The objective of the study is to identify the Consumer Buying Behaviour on different Variables like Price, Product Performance, and many other variables which play a key role in impacting the Buying Decision. However, study May not focus why this variable affects the decision. 2. Time Dimension: Cross Sectional (As the Study is done only once in the pre specified period of 8 weeks, longitudinal study was not possible) 3. Method of Data Collection: Personal Interview 4. Research Instrument: Questionnaire. 5. Research Environment: Field Study 6. SamplingArea:Sarigam,Bhilad 7. Sample Size: 400 Consumers
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Literature review
Once the problem is formulated the researcher has to undertake an extensive literature survey related to problem. The literature survey undertaken here includes book and different websites from the internet. The research project was to know the consumer buying behaviour for pen in the market on the basis of point, grip, ink, long life, performance& price etc.

According to schiffman.g.leon & kanuk lazare lesilie: study of the consumer buying behaviour is the study of how individual make decisions to spend their available resources on consumption related items. It includes the study what they buy, when they buy it, where they buy it, how often they buy it and how often they use it. The primary purpose for the study consumer behaviour as a part of marketing curriculum is to understand how and how customers make their purchase decisions.

According to:- gupta.c.b & Dr.nair.n.rajan:a business is based on understanding the customer& providing the kind of product that the customer wants.

According to :-mamoria c.b & mamoria satish :consumer behaviour is the process whereby individual decide what, when, where, how and from whom to purchase goods and services. Buying behaviour may be viewed as an orderly process here by individual interacts with his environment for the purchase of making market decision on the product and services.

According to:-nair sujar: The success of the firm will be determined by how effective it has been in meeting the diverse customer needs and by treating each customer as and unique and offering product and services to suit his/her needs.

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LIMITATION
Confidentiality: Many professional companies do not give the study
related information so all correct information cannot be collected .

Lack of interest: The respondent fell uncomfortable in filling up the


questionnaire.

Time constraint: The time period given for the project was short

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QUESTIONNAIRE ANALYSIS

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Q-1Which brand of Ball Pen do you prefer to Write?

Add Todays Parker Cello Montex Gels Reynolds Other 45 25 196 46 28 20 40

reynolds 20 5%

others 40 10%

Tody's 45 11%

parker 25 7% Today's parker cell0 montex

addgels 28 7%

montex 45 12%

addgels reynolds other

cello 196 55%

Interpretation: From the above chart it has been analyze that 55% of the consumers prefer cello followed by todays, montex, parker, addgel, reynolds by 11%, 12%, 7%, 7% & 5%and rest 10% are using unbranded pen.

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Q-2Which type of Pen do you currently use?

Ball Pen Gel Pen Ink Pen Pilot Pen 286 74 25 15

Response
350 300 250 200 150 100 50 0 Ball pen Gel pen Ink pen pilot pen 74 25 15 Response 286

Interpretation: From the above chart it is found that ball pen is the most used pen by the consumers which accounts to 286 reposes followed by Gel pen(74) and ink pen(25)&pilot pen (15).

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Q-3 Which colour of pen do you normally use?

Blue 235

Red 57

Black

Multiple colour 77 31

235 250 200 150 100 50 0 blue red black Responses multiple colour 57 77 31

Interpretation: From the above chart we come to know that majority of the consumers use blue colour pen (235) followed by Black (77), red (57), &others (31).

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Q-4.) Which Ball Pen Point Do You Normally Use?

0.5 230

0.45 21

0.6 105

0.8 44

250

230

200

150 105 100 44 21 0.5 0 1 2 Ball point 3 4 0.45 0.6 0.8

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Interpretations: From the above chart 230 respondent use .0.5 ball point and 105use 0.6, 44 use 0.8 & 21 use 0.45.

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Q-5 Which Characteristics of Pen Influence Your Buying Decision?

Long Point Grip Price life Ink 124 66 98 18 61

Performance 60

140 120 100 80 60 40 20 0

Point 124 Price 98 Grip 66

Ink 61

performance 60

Long life 18

4 Characteristics

Interpretation: From the above chart maximum of the consumer get influenced by the ball point of pen (124) Followed by grip (66),price(98),performance(60),ink(61),&long life.(18).

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Q-6 Do You Choose Only One Brand?


If Yes, Than Frequency of Buying If No, than why do you not purchase the same brand?

Yes-137 High - 76 Moderate-35 Low-26 No-263

Advertisement- 82 New Price Range-94 New Product Design-21 Performance-57 Due to fashion-9

Interpretation: From the above table we come to know that 137 respondent use only one brand and rest 263 uses different brand due to different reasons.

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Q-7Do you refill Your Pen Regularly?


If No, than Why?

Yes 109

No 291

Yes-109

No-291

Pen cost is Negligible - 171 Replacement Results into poor performance - 73

Refill is unavailable - 47

Interpretations: The above table specifies that only 109 respondents refill regularly their pen and the rest 291 do not refill it.

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Q-8 Which Advertising Media Influence You the Most?

TV advertisement 182

Banner & hoarding 108

Newspaper & Magazines 87

Internet 23

200 180 160 140 120 100 80 60 40 20 0

182

108 87

23

TV advertisement

Banner & hoarding Responses

Newspaper & Magazines

Inernet

Interpretation: The above chart indicates that 182respondents are influenced TV advertisement, 23 by internet, 87 by Newspaper & Magazines and 108 by Banners & hoarding.

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Q-9 Which Price Range Does your Pen belong to?

1 to 5

6 to 10 11 to 20 21 to 30 31 to 50 50 & above 102 152 53 36 27 30

31 to 50 27 7% 21 to 30 36 9%

50 above 30 8%

1 to 5 102 25%

1 to 5 6 to 10 11 to 20

11 to 20 53 13% 6 to 10 152 38%

21 to 30 31 to 50 50 & above

Interpretation: The above chart indicates that 38% respondent belong to 6-10 pen, 13% respondent belong to 11-20, 9% respondent belong to 21-30, 25%respondent belong to 1-5, 8% respondent belong to 50- above and 7%respondent belong to 31-50.

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Q10).Which Type of Scheme affectsyour buying Decision?

Extra refill 168

Discount on bulk purchase 133

Free pens 88

Others 11

Responses
180 160 140 120 Axis Title 100 80 60 40 20 0 extra refill Responses 168 Discount on bulk purchase 133 free pens 88 others 11

Interpretations: From the above chart consumer get influenced by extra refill scheme (168) followed by Discount on bulk purchase (133), free Pens (88) & Others (11) i.e. lower the price rather than any scheme.

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Q-11) According To You Which Pen Brand Enjoys Market Leadership Position?

Todays Parker Cello Montex Add Gels Reynolds Others 39 28 224 37 26 25 18

add gels 26 7% Montex 37 10%

Reynold other 25 18 7% 5%

today's 39 10%

parker 28 7% Today's parker cello Montex Add gels Reynolds other cello 224 59%

Interpretation: As per the above chart Cello plays the market leadership position by 59% followed by Todays10 %, Parker7%, add Gels7%, Montex10%, Reynolds7%, Others5%.

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Q-12 Which Type of Writing Do you prefer?

Bold

Crispy Fluent Emphatic 58 133 176 33

Emphatic 33 8%

Bold 58 15%

Bold rispy Fluent Emphatic Crispy 133 33%

Fluent 176 44%

Interpretation: From the above chart it is specified that fluent handwriting is most used by 44%,bold15%, crispy33%, emphatic8%.

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Q-13 Rank the Following Types of Pen

Types Ball pen Gel pen Ink pen Pilot pen

1st Rank 294 74 19 13

350 300 250 200 150 100 50 0 Ball pen Gel pen 1st renk Ink pen Pilot pen 74 19% 19 5% 13 3% 294 73%

Interpretation:From the above chartrespondentclearly shows that Ball Pen is No 1 with 73%
respondent followed by ink pen 5%,gel pen19% & pilot pen 3%

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FINDINGS

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From the above survey following are the findings:


Cello is the most used brand in the market in comparison to others. The majority of consumers use ball pen. Maximum of the respondent use blue colour pen. 0.5 Ball point is used maximum by consumers. Maximum of the respondent get influenced by the ball point of pen. The frequency of buying one brand of pen is less. Consumers are highly influenced by TV. Advertisement. Price range of 6-10 is maximum used by consumers Extra refill scheme influence the buying decision of consumers. Cello enjoys the market leadership position in the market.

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Recommendation

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RECOMMENDATION
The Suggestions given are based on the consumer survey, its analysis and as per my knowledge regarding the concerned subject. From the survey it is clear that different variable/features influence buying decision of consumer. The companies should try to focus on a target market by focusing on various characteristics that affect their buying decision. Company should produce more pens in the price range of 2-10 as it is demanded more in the market. The company should come with good advertising campaign in order to make people aware about its product and offers.
Also adopting new strategies like extra refill especially in ball pen segments as it is preferred the most.

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Conclusion

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CONCLUSION

Most of the consumers Buying Decision is not only influenced by any specific single characteristics but it is also influenced by combinations of characteristic.

In the Pen Market the consumers are not loyal to a particular Brand, majority of them do not purchase the same brand. The major reason for this is different Price range, ultimately changing the consumer buying decision by different players in the Market. The market is mainly dominated by low range pens

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Bibliography

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BIBLIOGRAPHY

Reference Book:

MARKETING MANAGEMENT, Philip Kotler COMPANY ANNUAL REPORT 2011

Websites: WWW.TODAYS-PENS.COM

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ANNEXURE

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QUESTIONNAIRE ON CONSUMER BUYING BEHAVIOUR


Name: _________________________ Occupation: _________________________ Age:_______

Q1) Which Brand Of Ball Pen do you prefer to write? a) Today's d) Montax b) Parker's e) Add Gels c) Cello f) Reynolds

Others ______________________________ Q2). Which type of Pen do you currently use? a) Ball Pen c) Ink Pen b) Gel Pen d) Pilot Pen

Q3). Which Colour of Ball Pen do you normally use? a) Blue c) Black b) Red d) Multiple Colors

Q4). Which Ball Pen Point do you normally use? a) 0.5 c) 0.6 b) 0.45 d) 0.8

Q5). Which Characteristics of Pen Influence your Buying Decision? a) Point d) Long-Life b) Grip e) Ink c) Price f) Performance

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Q6). Do You Choose Only One Brand? a) Yes b) No

If Yes, Than Frequency of Buying (a) High (b)Moderate (c)Low

If No, Than why do you not purchase the same brand? a) Advertiseme nt d) Performance e) Due to Fashion f) Others_________________ __ O7). Do You Refill Your Pen regularly? a) Yes If No, Why a) Pen Cost IS Negligible b) Replacement Results into Poor Performance c) Refill Is Unavailable d) Specify If e) Others,________ ______ b) No b) New Price Range c) New Products Design

Q8) Which Advertising Media Influences You The Most? a) TV Advertisements b) Banners & hoarding c) Newspapers & Magazines d) Internet

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Q9). Which PriceRange Does your Pen Belong to? a) 1- 5 d) 21-30 b) 6-10 e) 31 -50 c) 11-20 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 d) Montax b) Parker's e) Add Gels c) Cello f) Reynolds

g) Others ____________________

Q12). Which Type Of Writing Do you like? a) Bold c) Fluent b) Crispy d) Emphatic

Q13). Rate the Following types Of Pen Ranging From Rank (1- 4)? a) Ball Pen c) Ink Pen b) Gel Pen d) Pilot Pen

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Types Ball Pen

1st

2nd

3rd

4th

Gel Pen

Ink Pen

Pilot Pen

Q14) Any suggestion, idea, or advice that you would like to give for companies further sales development If any,____________________________________________________________________________ ____________________________________________________________________

THANK YOU!

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