You are on page 1of 84

1

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

2

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 abstract-
figures 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.

3

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 one-
thousand 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

4

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. both for upper and lower-case letters. 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. offset printing. Articles written by hand had resembled printed letters until scholars began to change the form of writing. many newer printing technologies were developed based on Gutenberg's printing machine e.) Beneath the writer's high-top desk was a coal stove. Simpler kinds of printing e. When writers had both better inks and paper. leading to the development of the modern fountain pen. man's inventive nature once again turned to improving the writing instrument. the writer needed a special knife (origins of the term "pen- knife".g. the old Roman capitals and Greek letterforms transformed into the twenty-six alphabet letters we know today. A lead and a ruler made margins. who departed from the old set forms in 1495 A. During the centuries. Gradually writing became more suitable to the speed the new writing instruments permitted. The credit of inventing Italian 'running hand' or cursive handwriting with its Roman capitals and small letters. To sharpen the quill. By the end of the 16th century. using capitals and small letters. and handwriting had developed into both an art form and an everyday occurrence.g. used much earlier in China. stamps with names.skins. did not find their way to Europe. used to dry the ink as fast as possible. 5 . writing with more of a slant and connecting letters. required much scraping and cleaning. For some with a good quality pen at finger tips actually elevates their confidence level and makes them feel good. goes to Aldus Manutius of Venice.D.

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. GM pens and Jigneshwar 6 .According to the 2006 ACNielsen Retail Audit.

7 .  To make the analysis of quality of Cello according to consumer view. 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 know about the availability of Cello pen products in the different area.  To know the real concept of Consumer Based Brand Equity (CBBE) with regards to cello brand. 2.  To find out if the consumer finding any problem regarding to Cello.

Sampling technique : Convenience Sampling and Quota Sampling. Approach: Interview I have surveyed my respondents and recorded their responses for analysis. The great strength of the survey as a primary data collection tool is its versatility. 2. which act as primary source of data. Customers and the prospective consumers. website of the Cello group. etc. Sarigam. 3. Secondary source I have also used the secondary sources to collect the information like by asking directly to the employees of cello pen. Primary source To satisfy the objective of the research it is necessary to get the response from the respondents. 8 . Sampling Design: Sampling Area : Vapi. Sample Population : End user(Consumers). Data source: The data sources are Primary and Secondary Source. Sample Size : 100 Method of Data Collection : Primary and secondary data source. RESEARCH METHODOLOGY 1.

 Customer change in taste and preferences Some respondent prefer different brand. 4. and in future it was not said that they will prefer with the same. which result difficulty understanding the respondent. 9 .  Time limit Due to the limited time extra survey was not possible.  Respondent bias (Partiality) Due to the respondent bias we have not extended to other areas. LIMITATION OF STUDY  Limited Area My survey was limited in respect to the limitation of area.  Respondent drawback Few number of respondent were illiterate.

By combining fundamental market research with value added advisory. For its dedication to the penmanship and the needs of its 10 . ABOUT A CELLO WORLD It's a world in which for over a decade one name has been internationally recognised. 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. data and delivery skills. we believe Cello can provide superior client service and attract the very best talent in the industry. 1.

consumers. . Cello Thermo ware Ltd. G. or Hotpots. that the Indian market had ever seen. with just 60 workers and 7 machines engaged in the manufacture of the finest range of Casserole. A world of enduring values. A world in which unswerving trust is sustained and the highest standards are maintained. under the guidance of founder and chairman G D Rathod. Of the many new ways in which moulded plastics could make life easier for you.D Rathod. today producing just short of 4 million pens a day for a world wide market. at a small factory in Goregaon.brought into the field of writing implements. Bombay. A world in which every product personifies unquestionable quality. It began as a collection of moulded plastic products. 1986. 11 . Cello Europe now provides hundreds of models of pen to the general public. preferred by consumers because they offered quality standards that they could take for granted. It was clear that strengths that had proven them in one highly competitive market could be made to succeed in yet another. 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. Many years later . Cello made its entry into plastic household goods and decided to compete against well-established brands. me and the consumer next door. Offering a comfortable and smooth range of pens that's making the world smile.Founded by Mr. Cello Pens became a market leader and continued to expand. as they were later positioned. Chairman. small and large business to suit every writing type. in May 10. What Cello added to the market was a clear vision of its own limitless creative possibilities.

Rathod is assisted by his sons Mr. D. since most players are not listed companies and distribution was mostly limited to stationery stores. GM pens and Jigneshwar. 12 . The group is consisting of various concerns engaged in the manufacturing and dealing in wide range of plastic products. Mr Ghisulal D Rathod (chairman of the group) Mr.T. the brand name “CELLO” has come up with various designs and varieties in various ranges. 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. 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.The CELLO WRITING. Figure 3 : Ball and Gel Pen .Market Break-Up (Value) Pen market previously suffered from lack of organized information on the market size or market shares of various players. According to the 2006 AC Nielsen 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 gel pen at 28 percent the brand leaders in this market are Cello.).

The ACNielsen Retail Audit Report also highlights some of the interesting findings about the various brands of pens. The increased distribution has brought about a phenomenal growth for the pen market of 82 percent in sales. One can also see significant changes in positions of advertisers for both these 13 . Smaller players such as Lexi. GM (Reynolds). Jineshwar (Montex) etc. about 10. CD Marker or Permanent Marker have shown positive month on month volume and value growth in April.As the 2006 ACNielsen Retail Audit reveals. 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.Pens (Ball & Gel) The study also finds out that Marker Pens is another segment that is growing in Urban India. 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. Leaders Ranking 1 Cello 1st 2 GM Pens 2nd 3 Jineshwar 3rd 4 Linc 4th 5 ADD Gel 5th Figure 4 : Top Five Players . GM tops the list when it comes to marker pens followed by Luxor and Stic. Agni and Elkos for examples have also been able to maintain their share on a regional or select pocket level. Most segments like Whiteboard.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 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.

After all. Add Pens. which was at the 8th spot in is another advertiser to move up the chart to bag the 3rd spot in. A constant companion for life. which was at the 3rd position in does not feature in the Top 10 rankings. Helping her to keep hot food and tasty for her family. wherever there's Joy. one internationally recognised name is working hard to anticipate a women's need. today. which was at the 7th position jumps to the 2nd spot in with a 19% share in advertising. Luxor Writing Instruments. which gives Cello an edge over rival products. over 6 million families in India and millions around the world have put their trust in Cello. Similarly. Cello has developed the unique. wherever there's love. Only Cello has an unmatched range of insulated plastic Thermo ware. Thermo-guard is an innovative. Linc Pen & Plastics. there's Cello. COMPANION FOR LIFE For over a decade. No wonder. with World-class designs made from German Polyurethane foam at the ultra modern plant in Daman. protective shield. which was at the 4th place in. breakthrough product -Thermo-guard.periods. which is always seeking perfection. also drops out of the list. devising hygienic item to help her health of her loved ones and spreading through her the priceless gift of caring and sharing. After years of research. TURNOVER  Plastic Household & Thermo ware Rs 1405 Millions  Plastic Furniture Rs 762 Millions 14 . The word acknowledges its outstanding quality. Rotomac Pens Ltd.

 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. 15 . Schemes & Trade events are organised every quarter. PACKAGING An In-House activity. 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. Also fixing targets for all promoters. They evaluate the total strength. sales staff & distributors etc so that the focus is on adding sales everyday of the year. PROMOTION Regular dealer meets & conferences are held.

RESEARCH AND RESPONSE CONSULTING COMMUNICATIONS Insight Research Group Target Direct Marketing Leapfrog Research and Planning Bright source The Value Engineers The Leith Agency RS Consulting Group Navigator TMI Farm SMT Consulting Oomph Digital People Blonde The MSI Consultancy cchm:ping mruk research 2CV 16 .CELLO'S ORGANISATIONAL STRUCTURE precisely mirrors our philosophy of creating maximum client value.

Figure 5 CELLO APPORACH AN INTEGRATED APPROACH to generating market insight for clients globally. 17 .

With just one model of "Clear Pen". the Middle East. TAKING THE WRITE TURN – TECHNOLOGY Cello entered the field of plastic-moulded ballpoint pens in 1994.S. A generation which grew into Gripper. the U. MaxWriter. Figure 6 We set out to reflect the cycle of marketing activity within client organizations globally. The finest moulding machines and moulds ensure excellent quality & clarity in even the largest volumes. the Far East. offering clear flow and quality of the highest standards. matching our business capabilities to the recurring need to assess risks and opportunities. A whole new generation of writing implements was born. Impact and many more and continued to spread into export markets like Europe. 18 . Gel. Cello stormed the market with Swiss tips and German ink. InjectionMoulding High volumes are achieved by using the latest polymerisation technology.A and Russia. identify relevant insights and develop and deliver the appropriate marketing response.

Based on a 0.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. which when agitated becomes less viscous for comfortable. smear free & enduring writing. seat & lip with systematic quality monitoring at every stage.5mm ball of Tungsten Carbide rotating in a socket made of specialised nickel alloy to prevent wear on the ball. Gel Add to this the latest technologies from Japan. Automatic filling machines with sensing devices for quality control and water based pigmented thick fluid ink. Ball pen Ink 19 . raw materials of highest quality standard.

All our ball pen inks are imported from Germany & Japan which enhance the quality in ball pen refill production. Product Portfolio 20 . The development & production of high grade ball pens is a continual task at Cello. These inks have specialised additives which prevent from gooping giving these specialised inks have a shelf life of at least two years. you must not spend today working with yesterday's ideas. 2. Figure 7 If you want to be in the world market tomorrow.

21 . Figure 12 Sleek Sleek produces sleeker writing. Figure 9 Optima A wonder of comfort and design. 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 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.

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. QUALITY RECOGNITION & AWARDS 22 . Cello Europe Office Stationery Handy office packs of top quality pens that give office workers the products they want. Figure 16 Max Gel Maximum writing length from Cello Feather Flow. Figure 14 Cupid A quality pen that makes everyone love your writing.

or design. • Largest Exporter of Insulated Thermo ware from India. a brand is the “name. symbol. According to the American Marketing Association (AMA). term. or a combination of 23 . Which means “to burn” as brands were still are the means by which owners of live stock mark their animals to identify them. sign. • Winner of Prestigious Plexcouncil award as Highest Exporter since last Seven years. 1. Theoretical Background What is Brand? The word Brand is derived from the Old Norse word Brand. • Recognized as Export House by Government of India since 1996.

” 3. less sensitive to price increases and with drawl of advertising support. What is brand Equity? Brand Equity is the willingness for someone to continue to purchase your brand or not.g. There are three keys ingredients to this definition:- 1. when the product is attribute to fictitious name or is unnamed ).” 2. intended to identify the goods and service of one seller or group of seller and to differentiate them from those of competition”. Thus. 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. 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. or more willing to seek the brand in a new distribution channel.them. “differential effect. a brand with positive consumer based brand equity might result in consumer being more accepting of a new brand extension. “brand knowledge.” 24 . 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. “Consumer response to marketing.

25 . Consumer Based Brand Equity Model Consumer brand resonance Consumer Consumer judgement feelings Brand imagery Brand performance 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.

REVIEW OF LITERATURE Literature review on brand equity in professional team sport: a German perspective on ice hockey Author: Suckow.  Elicit the proper consumer responses to this brand identification and brand meaning. 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. Christina1 26 . active loyalty relationship between consumer and brand.  Convert brand response to create an intense. Conclusion Consumer based brand equity is the differential effect that brand knowledge has consumer response to the marketing of that brand.  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. when it is attributed to a fictitiously named or unnamed version of the product). 2.g.

Suite 301s. DC 20052. appropriately defining the hockey customers and the hockey product are mandatory. 2201 G Street. 27 . School of Business. 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. the literature about this concept is a valuable point of reference for gaining insights into the mechanisms of hockey branding. NW Washington. A model of customer-based brand equity and its application to multiple destinations Soyoung Boo. Numbers 1-2. Volume 5. and Seyhmus Baloglu The George Washington University. Since branding hockey can appropriately be described by the concept of customer- based brand equity. Funger Hall. pp. 1 December 2008. 211-225(15) Abstract: This paper reviews the concept of brand from a perspective of ice hockey. United States. James Busser. Department of Tourism and Hospitality Management. By reviewing the concept.Source: International Journal of Sport Management and Marketing.

Chris Pullig. NV 89154-6013. The results provide support for the concept of customer- based brand equity and corroborate its application to the destination context. Harrah College of Hotel Administration. 4505 Maryland Parkway. Guangping Wang School of Business. University of Nevada. East Carolina University. William F. Las Vegas. 28 .University of Nevada. William F. Developing and validating measures of facets of customer- based brand equity Richard G. United States. Greenville. Department of Tourism and Convention Management. NV 89154-6023. The proposed model and the alternative model were tested with an online survey sample of Las Vegas and Atlantic City visitors. ensuring its reliability and validity. Abstract Lack of research regarding destination brand measurement indicates that conceptualizing how tourists evaluate a destination brand is complex. Box 456013. United States. multi-sample invariance tests implied that destination-specific items should be considered when developing a destination brand model. Harrah College of Hotel Administration. Department of Recreation and Sport Management. Las Vegas. USA Available online 14 June 2003. NC 27858. Las Vegas. This study examined empirical information to develop a destination brand model by employing customer-based brand equity models through a scale purification process. Accepted 18 June 2008. 4505 Maryland Parkway. However. Netemeyer. Las Vegas. Received 7 November 2007. Box 456023. Balaji Krishnan.

and the willingness to pay a price premium for a brand. Drawing from various CBBE frameworks. the facets chosen are perceived quality (PQ). PVC. Abstract This article presents four studies that develop measures of “core/primary” facets of customer-based brand equity (CBBE). Respondent Gender Graph Gender Student Businessman Profession Service Total Male 18 9 13 29 69 Female 15 7 8 1 31 Total 33 16 21 30 100 29 . and that willingness to pay a price premium is a potential direct antecedent of brand purchase behaviour. Using numerous advocated scale developmental procedures. and brand uniqueness are potential direct antecedents of the willingness to pay a price premium for a brand. perceived value for the cost (PVC). Data Analysis and Interpretation Personal Information 1. the measures of these facets showed evidence of internal consistency and validity over 16 different brands in six product categories. uniqueness. 1. Results also suggest that PQ.

Table 1.1 30 .1 gender S ervic e 29 1 P roffes ion 13 8 category bus ines s m an 9 7 s tudent 18 15 0 5 10 15 20 25 30 35 re sp o n se m ale fem ale Figure 1.

31% of the respondent is Female. and 31.1 When we look the graph of the respondent we can see that 69.69% of the respondent is Male.Interpretation of Respondent Gender figure 1. 31 .

Respondent Age graph Age Student Businessman Profession Service Total Below 18 2 0 0 0 2 18 to 25 13 11 26 2 52 26 to 33 8 12 7 5 32 34 to 41 4 6 2 1 13 41 above 0 1 0 0 1 Other specify 0 0 0 0 0 Total 32 30 35 8 100 Table 1.2 32 .2.2 A g e o f re s p o n d e n t 60 50 2 40 26 re sp o n se30 5 7 20 11 12 12 10 13 6 02 8 4 001 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.

52%.2%.13%.1% and rest of are 0%.2 If we look the respondent Age we find that below 18 are of 2. Respondent Education And Qualification 33 . Interpretation of Respondent Age Graph 1. and 18 to 25 are of 52. and 34 to 41 are of 13. 3. and 41above are of 1.32%. and 26 to 32 are of 32.

Education Qualification Student Businessman Profession Service Total Uneducated 0 0 0 2 2 Up to primary 2 0 1 1 4 Up to higher secondary 3 2 4 5 14 Under graduate 12 4 20 8 44 Post graduate 8 10 3 8 29 Under 10th 2 1 1 1 5 Under 12th 2 0 0 0 2 Other specify 0 0 0 0 0 Total 29 17 29 25 100 Table 1.3 Interpretation of Respondent Education and Qualification 34 .3 Education and qualification other specify 0 under 12th 2 0 under 10th 2 1 1 1 Education post graduate 8 10 3 8 under graduate 12 4 20 8 up to higher secondary 3 2 4 5 up to primary 2 0 1 1 uneducated 0 2 0% 20% 40% 60% 80% 100% Response student business man Proffesion Service Figure 1.

and Post graduate respondent are of 29%. and Under Graduate Respondent are 44%.When we look the respondent graph we find that Uneducated respondent are of 2%. and Under 12th respondent are 2% and Other are of 0%. 4. Respondent Occupation Graph 35 . and Up to Higher Secondary are of 14%. and Under 10th respondent are 5%. and Up to Primary respondent are 4%.

4 Interpretation of Respondent Occupation 1. Occupation Student Businessman Profession Service Total Total 25 25 25 25 100 Table 1.4 36 .4 Occupation 25 20 15 r e s p on d e nt 25 25 25 25 10 5 0 Oc c upation s tudent bus ines s Prof f es ion Serv ic e man Series 1 Figure 1.

5. and 25% of respondent are of Businessman. and 25% of the respondent are of Professional. and 25% of the respondent are of Service People and the rest of 0%.Respondent Income Graph 37 . We have taken the 25% of respondent as Student.

5 R e s p o n d e n t In c o m e 30 1 25 3 10 11 20 1 5 4 R e sp o n se 15 3 8 9 10 10 6 12 5 7 6 4 0 0 B e lo w 5 0 0 05 0 0 0 to 1 0 0 0 0 t o 1 5 0 0 0 t o o th e r 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 nP ro ffe s io nS e rvic e Figure 1.5 38 .Income Student Businessman Profession Service Total Below 5000 12 3 4 1 20 5000 to 10000 7 9 5 3 24 10000 to 15000 6 10 11 1 28 15000 to 20000 4 6 8 10 28 other specify 0 0 0 0 0 Total 29 28 28 15 100 Table 1.

000 to 15.Interpretation of Respondent Income 1.000.5 When we look the respondent Income we find that 20% of respondent are Below 5.000. and 28% of respondent are of 10.000.000 to 20. 39 . and other are 0%.000. and 24% of respondent are 5. and 28% of the respondent are 15.000 to 10.

1 40 . Which pen come in your mind? Brand of Pen Student Businessman Profession Service Total Today’s 4 2 1 2 9 Montex 3 4 2 2 11 Cello 9 4 3 4 20 Linc 2 3 2 1 8 Reynolds 6 4 3 1 14 Rotomac 2 1 2 4 9 Flair 4 3 4 2 13 Parker 2 4 1 2 9 Add Gel 2 1 2 1 6 Other Specify 0 1 0 0 1 Total 34 27 20 19 100 Table 2.1 w hich pen come in your mind 25 20 4 respondent 15 3 4 1 3 2 10 2 4 4 2 2 9 1 4 2 1 2 4 2 6 3 1 4 1 5 4 3 2 4 2 3 2 1 2 2 1 2 0 1 0 0 ir llo el c r ys x ds ac f la e ify Lin te dG ce rk da ol m on c Pa pe yn to Ad To m Ro S Re er th O diffe re nt bra nd student business man Proffesion Service Figure 2. GENERAL INFORMATION GRAPH 1.

20% response is in the favour cello pen. While 8% responses in the favour of Linc pen and 14% response is in the favour of Reynolds pen. 41 . Parker response are 9% and 6% response of Add Gel and other specify are of 1%.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.1 The four category people has given 9% response in the favour of today’s Pen.

2 fre q u e n tly p u rc h a s e 35 5 30 25 6 8 3 20 3 4 5 R e sp o n se 5 15 5 1 10 3 15 12 3 11 5 1 10 111 4 2 0 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 aPn ro ffe s io nS e rvic e Figure 2.2 42 .2. Frequently purchase pen? Frequently purchase pen Student Businessman Profession Service Total Daily 1 1 1 1 4 2 days 12 5 3 3 23 5 days 4 3 3 1 11 1 week 11 5 4 6 26 10 days 15 5 8 5 33 Other Specify 2 1 0 0 3 Total 45 20 19 26 100 Table 2.

And 23% of respondent purchase pen in 2 days.Interpretation of Figure 2. Pen considered for writing? Consider for writing Student Businessman Profession Service Total Today’s 3 1 0 1 5 Montex 2 4 2 1 9 43 . 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%. 3.2 The four category people has given there response of 4% of daily purchasing pen.

3 Pen considered for w riting Other Specify 1 0 1 0 AddGel 7 3 5 3 Parker 3 2 4 2 flair 2 3 4 1 different brand Rotomac 4 5 2 1 Reynolds 2 3 1 0 Linc 3 2 2 3 cello 4 6 5 2 montex 2 4 2 1 Todays 3 1 0 1 0% 20% 40% 60% 80% 100% re sponse student business man Proffesion Service Figure 2.Cello 4 6 5 2 17 Linc 3 2 2 3 10 Reynolds 2 3 1 0 6 Rotomac 4 5 2 1 12 Flair 2 3 4 1 10 Parker 3 2 4 2 11 Add Gel 7 3 5 3 18 Other Specify 1 0 1 0 2 Total 30 29 26 15 100 Table 2.3 44 .

Interpretation of Figure 2. Why prefer this Brand? Prefer this brand Student Businessman Profession Service Total Status 2 1 2 0 5 Style 3 2 3 2 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%.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.

17% respondent prefer brand 46 .4 Interpretation of Figure 2.4 5% of respondent say’s that they prefer that brand according to their status. Price 4 6 5 2 17 Quality 3 4 2 10 19 Advertisement 5 6 7 2 20 Word of mouth 4 2 2 3 11 Friends and Relatives 2 4 3 2 11 Other specify 2 1 2 2 7 Total 25 26 26 23 100 Table 2.4 w hy prefer this brand other specify 2 1 2 2 Friends and Relatives 2 4 3 2 W ord of m outh 4 2 2 3 Advertisem ent 5 6 7 2 category Quality 3 4 2 10 P ric e 4 6 5 2 S tyle 3 2 3 2 Status 2 1 2 0 0% 20% 40% 60% 80% 100% re sponse student business m an Proffesion S ervice Figure 2. and 10% prefer their brand according to their style.

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.

5. Type/Form of pen you prefer?

Type/form of pen Student Businessman Profession Service Total

47

Ball Pen 15 12 11 17 55
Gel Pen 10 9 4 2 25
Ink Pen 4 6 2 8 20
Other specify 0 0 0 0 0
Total 29 27 17 27 100

Table 2.5

ty p e /fo rm o f p e n

35
30 0
4 0 0
25 6 8
20 10
response

02 2
15 9
4
10 17
15
5 12 11
0
s tudent b u s in e s s m a n P ro ffe s io n S e rvic e
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
Figure2.5

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

6. When mostly use this brand?

Mostly use this brand Student Businessman Profession Service Total
Regularly 12 6 4 6 28

49

Exam time 5 8 12 5 30
Special Occasion 12 6 11 3 32
Other specify 4 2 2 2 10
Total 33 22 29 16 100

Table 2.6

w h e n m o s tly u se th is b ra n d

S ervic e 6 5 3 2

P roffes ion 4 12 11 2
occasion

bus ines s m an 6 8 6 2

s tudent 12 5 12 4

0 5 10 15 20 25 30 35
re spo n se

Regularly E x am tim e S pec ial O c c as ionO ther s pec ify

Figure 2.6

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.

50

7. Ever heard about cello? Heard about cello Student Businessman Profession Service Total yes 20 28 10 35 93 No 4 2 0 1 7 51 .

7 52 .7 Interpretation of Figure 2.7 E v e r h e a r d a b o u t c e llo 40 35 35 28 30 25 20 Respondent 20 15 10 10 4 5 2 1 0 0 s tu d e n t b u s in e s s m a n Pr o f f e s io n S e r v ic e y es No Figure 2. Total 24 30 10 36 100 Table 2.

How know about cello? How know about cello Student Businessman Profession Service Total Peer group 4 3 2 3 12 Cable Advertisement 4 8 9 4 25 Newspaper/Magazine 12 6 2 3 23 53 . 8.In the graph you can clearly see that 93% of the respondent are said that they have heard about cello. and rest of 3% of the respondent said that they have not heard about cello.

8 Interpretation of Figure 2. Hoardings 2 7 1 5 15 Point of purchase 4 8 4 4 20 Other specify 2 1 1 1 5 Total 28 33 19 20 100 Table 2.8 how know about cello 1 1 other specify 1 2 44 P oint of purchase 8 4 5 1 Hoardings information 2 7 3 Newspaper/M agzine 2 6 12 4 9 Cable Advertisem ent 8 4 2 3 Peer group 3 4 0 2 4 6 8 10 12 re sponse student bus iness m an Proffesion S ervice Figure 2.8 54 .

25% of the respondent are come to know about the Cable Advertisement. Cello Pen aware of? Cello Pen you aware of Student Businessman Profession Service Total Ball Pen 12 18 14 10 55 55 . 20% of the respondent are come to know from Point of purchase.12% of the respondent come to know about Peer Group.If we look the respondent preference towards Cello brand. 9. and rest of are 5%. 23% of the respondent are come to know from Hoardings.

9 Interpretation of Figure 2.9 56 .9 c e llo p e n a w a re o f 35 1 30 2 25 1 18 6 20 10 re sp o n se 1 15 6 10 18 12 14 10 5 0 s tu d e n t b u s in e s s m a nP ro ffe s io n S e rvic e 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 10 6 18 6 40 Other specify 1 2 1 1 5 Total 23 27 33 17 100 Table 2.

Ever used Cello? Ever used cello Student Businessman Profession Service Total Yes 28 22 15 32 97 57 . and 40% of the respondents are aware of the Gel Pen.5%. 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. 10.

10 Interpretation of Figure 2. No 2 1 0 0 3 Total 30 23 15 32 100 Table 2.10 58 .10 Ever used cello 35 30 32 28 25 22 20 response 15 15 10 2 5 1 0 0 0 No student Yes business Proffesion man Service Respondent Yes No 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. 11. Cello Pen Characteristics 59 .

11 60 .11 c e llo p e n c h a ra c te rs tic s 10 O t h e r S p e c ify V a rit e y 3 2 2 1 P ric e 4 3 4 2 B ra n d im a g e 13 7 3 5 characterstics A p p e ra n c e / L o o2k 1 1 1 In k Q u a lit y 3 4 2 2 M e c h a n is m 4 2 3 3 S m o o t h w rit in g 12 7 2 1 0 5 10 15 20 25 30 re sp o n se s t u d e n t b u s in e s s m aPn ro ffe s io nS e rvic e Figure 2. Studen Cello Pen Characteristics t Businessman Profession Service Total Smooth writing 12 7 2 1 22 Mechanism 4 2 3 3 12 Ink Quality 3 4 2 2 11 Appearance/Look 2 1 1 1 5 Brand image 13 7 3 5 28 Price 4 3 4 2 13 Variety 3 2 2 1 8 Other Specify 1 0 0 0 1 Total 42 26 17 15 100 Table 2.

sInterpretation of Figure 2. Satisfaction Level 61 . and 12% of the respondent say’s that they like it because of its Mechanism. and the 5% of the respondent say’s that they like it because of its Appearance/look. and 11% of the respondent say’s that its ink Quality is best. and 13% of the respondent like its Price that’s why they prefer it. and other are 1%. and 28% of the respondent say’s that its brand image is best.11 When we say about the cello pen characteristics we can say that 22% of the respondent like it because of Smooth Writing. and 8% of the respondent use pen because of its variety. 12.

12 sInterpretation of figure 2.12 62 .12 s a tis fa c tio n le v e l O t h e r S p e c ify 2 1 1 1 H ig h ly D is s a t is fie d 1 2 1 1 D is s a t is fie d 1 2 0 1 level A ve ra g e 9 8 7 1 s a t is fie d 8 9 4 5 H ig h ly s a t is fie d 11 6 5 11 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 Pa nro ffe s io nS e rvic e Figure 2. Satisfaction level Student Businessman Profession Service Total Highly satisfied 11 6 5 11 33 Satisfied 8 9 4 5 26 Average 9 8 7 1 25 Dissatisfied 1 2 0 1 4 Highly Dissatisfied 1 2 1 1 5 Other Specify 2 1 1 1 5 Total 33 28 18 20 100 Table 2.

and 25% of the respondent are at Average level with regard the usage of cello Pen. and other specify are of also 5%. Considered yourself Loyal to cello? 63 . and 5% of the respondent are Highly Dissatisfied with the satisfaction level of the cello Brand. and 26% of the respondent are only satisfied with the cello pen. 13.33% of the respondent are Highly satisfied with the cello Pen.

13 64 .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 2 4 2 25 4 8 20 12 2 r e sp o n 1se5 7 21 10 17 12 9 5 0 s tu d e n t b u s in e s s m a nP ro ffe s io n S e rvic e y e s n o c a n 't s a y Figure 2.Yourself loyal to cello Student Businessman Profession Service Total Yes 17 12 9 21 59 No 8 12 7 4 31 Can't say 2 2 2 4 10 Total 27 26 18 29 100 Table 2.

Interpretation of Figure 2. 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. Price range would you considered? 65 . and 10% of the respondent can’t say anything yourself that they are not loyal to cello or loyal. 14.

14 Interpretation of Figure 2. Price range Student Businessman Profession Service Total 1 to 5 6 5 6 3 20 5 to 10 4 8 7 6 25 10 to 20 12 8 7 11 38 20 above 6 9 1 1 17 Other specify 0 0 0 0 0 Total 28 30 21 21 100 Table 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 11 30 25 6 7 r e sp o n 2se0 3 11 6 7 8 15 9 10 5 8 12 5 6 4 6 0 0 1 to 5 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 Pa nro ffe s io nS e rvic e Figure 2.

and 38% of the respondent says that they prefer the price range of 10 to 20. 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. 15. and rest of 0%. If that brand is not available than next action will be. 67 . and 25% of the respondent says that they prefer price range of 5 to 10. 20% of the respondent say’s that they prefer price range of 1 to 5.

15 If it n o t a va ilab le w h a t is n e x t a c tio n 40 0 35 02 12 30 25 12 re sp o n se20 13 0 6 0 15 5 10 8 17 11 7 5 4 3 0 s tudent bus ines s m an P roffes ion S ervic e W ait for S am e brandG o to another S toreP urc has ed from other s tore other s pec ify Figure 2.15 Interpretation of Figure 2.15 68 . Next Action Student Businessman Profession Service Total Wait for Same brand 11 4 3 17 35 Go to another Store 13 8 7 12 40 Purchased another brand 12 6 5 2 25 Other specify 0 0 0 0 0 Total 36 18 15 31 100 Table 2.

and other are 0%. and 40% of the respondent go to another store. 35% of the respondent are wait for that brand.If the particular brand is not available than. What is your next brand 69 . 16. and 25% of the respondent purchased another brand.

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 1 1 0 1 P a rk e r 1 0 1 0 fla ir 1 0 1 0 R o to m a0c 1 0 brand R e y n o ld s 2 6 3 2 L in c 6 3 4 2 c e llo 12 7 8 7 m ontex 11 9 1 1 To d a y s 3 2 2 3 0% 20% 40% 60% 80% 100% r e sp o n se s tu d e n t b u s in e s s m a Pn ro ffe s io nS e rvic e Figure 2. Switch to another Brand Student Businessman Profession Service Total Today’s 3 2 2 3 10 Montex 11 9 1 1 22 Cello 12 7 8 7 34 Linc 6 3 4 2 15 Reynolds 2 6 3 2 13 Rotomac 0 0 1 0 1 Flair 1 0 1 0 1 Parker 1 0 1 0 2 Add Gel 1 1 0 1 2 Other Specify 0 0 0 0 0 Total 35 28 21 16 100 Table 2.16 70 .16 Interpretation of Figure 2.

and 13% of the respondent are in the favour of Reynolds Brand. and 22% of the respondent are in the favour of Montex brand. then 10% of the respondent are in the favour of Today’s Pen. 17. Pen suitable for 71 . and 2% of the respondent are in the favour of Add Gel. and 34% of the respondent are in the favour of Cello brand. and 15% of the respondent are in the favour of Linc brand. and 1% of the respondent are in the favour of Rotomac. and 2% of the respondent are in the favour of Parker. and also 1% of the respondent in the favour of Flair brand.If the respondent are switch to the another brand. and rest of are 0%.

17 Pen is suitable for other Specify 0 Over all 4 6 12 3 category Business Man only 4 7 3 1 Service people only 6 11 8 7 Student only 4 8 12 4 0 5 10 15 20 25 30 35 re sponse student business man Proffesion Service Figure 2.17 72 . Pen Suitable for Student Businessman Profession Service Total Student only 4 8 12 4 28 Service people only 6 11 8 7 32 Business Man only 4 7 3 1 15 Over all 4 6 12 3 25 Other Specify 0 0 0 0 0 Total 18 32 35 15 100 Table 2.17 Interpretation of figure 2.

and 15% of the respondent are in the favour business Man only. and 32% of the respondent are in the favour Service people only. Back Pleasant Memories 73 . and 25% of the respondent are in the favour of overall category. 28% of the respondent are in the favour of the student only. 18. 0% are of the rest.When we ask the respondent about the cello brand they said that.

18 b a c k p le a s e n t m o m p rie s 2 3 100% 4 3 2 2 80% 5 4 60% R e sp o n se 35 19 40% 12 9 20% 0% 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. Studen Back Pleasant Memories t Businessman Profession Service Total Yes 12 9 35 19 75 No 5 4 2 2 13 Can’t say 4 3 2 3 12 Total 21 16 39 24 100 Table 2.18 74 .

and 13% of the respondent are not in the favour of that. This 75 .75% of the respondent is in the favour and they say that cello pen bring back pleasant memories. and rest of 12% can’t say anything about that 2. 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.

Pencils and other office stationary to achieve it Vision.enables the company to introduce new products at cheaper rate than its competitors at high frequency and much lower risk. Sharpeners.  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.  Mass Manufacturing: Companies Current production at CELLO plant is 9. THREATS FOR THE COMPANY 76 .  The company cannot effectively compete with the unorganized player of the industry due to delicacy and cheaper rate of theirs. it acts as a weakness to increase the plant capacity and investment in the plant. It can have opportunity to capture larger market share then it existing share. WEAKNESS OF THE COMPANY  Due to government restriction on maximum Investment limit in Plant and machinery.  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.50lakhs pen per day and at other two plants (Ringanwada and Kachigam) is about 4.50 lakhs pieces per day contributing to Economies of Scale advantage to company.  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..

 Duplication of the product and Design made by unorganized players may lead to the downfall in the profit margin of the company. 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. Most of the student has this brand into their mind and after cello Reynolds. Per piece realization Increased Number of Domestic Players Enhancing Competition Leading to probable Price and Advertisement war. 77 . and then Flair which come into their mind.  For the companies in India Anti Dumping laws has helped much to provide better and effective products. Finding of the Study Based on the analysis of data collected through the survey.

• 27% of the respondent considered Add Gel for writing rather than any other. • From the study it is found that 59% of the respondent is considered themselves loyal to cello. It is a top leading company in the comparison of different Brand. and other than that student purchase the pen more frequently rather than another category of Occupation. and 33% of the respondent are highly satisfied with the cello brand. • 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. after that they considered cello for writing. • The Study shows that 28% of the respondent are using cello brand because if its characteristics.V. • From the study it is found that 25% of the respondent prefers this brand just because they had seen its Advertisement on T. 78 .• From the Study it has found that 33% of respondent purchase pen with in 10 days. Then it is been found that the service man purchase the pen frequently within 1 week or 10 days. this indicate that cello has a tight competition with Add Gel in the market. and they prefer 10 to 20 price range of pen and they are 38%.

 With this study and Analyzing. Quality. The Quality of pen was very satisfactory from the consumer’s preference point of those. Brand Image etc. Appearance. Satisfactory factors are mainly Style. Reasonable Price. So it is said that these type of factor are noticeable at the time of buying behaviour of the consumer. RECOMMENDATION The recommendation of the survey is as follows:- 79 .  Study was not only to recognize the customer preference of cello brand and also for identifying the consumer satisfaction toward other brand.

Bibliography Web site 1.com 80 . CELLO must provide some promotion schemes like (1+1 Free). • 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. (1+ Refill Free).• Most of the respondent are in favour of this brand. (Increase in Gel Pen Price). • Many respondents has purchased Cello brand pen just because of its price.celloworld. so that the organization can sustain their customer for long in future. www. so to retain the existing satisfied customer.

wikipedia.com Reference book:- 1. Research Methodology (K.2. Business Research Method (Tata McGraw-Hill) 2. Brand Management (Kalvin Keller) Annexure A study of consumer based brand Equity regarding Cello pen Questionnaire Introduction 81 . Ashwathapa) 3. www.

Vapi...000 ( ) 5.000 ( ) Other Specify………… General Information Q1.Desai College of commerce and management.. Thanking You Yours faithfully Personal Information Name: …………………………………………………………… Permanent Address: ………………………………………… ………………………………………… ………………………………………… Contact No. All the data given by you will be kept confidential.000 ( ) 10. ……………………… Gender Male ( ) Female ( ) Age Below18 ( ) 18 – 25 ( ) 26 – 33 ( ) 34 – 41 ( ) 41Above ( ) Other Specify……… Education Uneducated ( ) Up to Primary ( ) Qualification Up to higher Secondary ( ) Under Graduate ( ) Post Graduate ( ) Under 10th ( ) Under 12th ( ) Other Specify………. I am the student of R. 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 . Conducting a survey on consumer based brand equity towards “Cello pen”.K. …………….000 ( ) 15. Income Below 5.000 to 10. Occupation Student ( ) Businessman ( ) Professional ( ) Service ( ) Other Specify ………….Respected Respondent. if you spare a few minutes to fill up this Questionnaire.000 to 20. I would be pleased.000 to 15. Mob No.

Which Brand of pen would you consider for writing? Today’s ( ) Montex ( ) Cello ( ) Linc ( ) Reynolds( ) Rotomac ( ) Flair ( ) Parker ( ) Add Gel ( ) Other Specify…………… Q4. Q3. Q5. Which form of cello pen are you aware of? Ball pen ( ) Gel pen ( ) other Specify………. Q10.. When you mostly use this Brand of pen? Regularly ( ) Exam time ( ) Special occasion ( ) Other Specify…………… Q7.Have you ever used cello pen? Yes ( ) No ( ) Q11. How did you come to know about cello Brand? Peer Group ( ) Cable Advertisement ( ) Newspaper/magazine ( ) Hoardings ( ) Point of purchase ( ) Other Specify ( ) Q9.Q2. How frequently do you Purchase Pen? Daily ( ) 2days ( ) 5days ( ) 1week ( ) 10days ( ) Other Specify……….What is the satisfaction level after using the cello pen? Highly Satisfied ( ) Satisfied ( ) 83 .. Which type/form of pen do you prefer? Ball pen ( ) Gel pen ( ) Ink pen ( ) Other Specify…………… Q6. Have you ever heard about Cello? Yes ( ) No ( ) Q8.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. Why do you prefer this Brand of pen? Status ( ) Style ( ) Price ( ) Quality ( ) Advertisement ( ) Word of mouth ( ) Friends & Relatives ( ) Other Specify …………….

Other Specify………… Q16. 84 . Wait for the same Brand ( ) b. what will be your next action? a.Any other suggestion from your side for improvement? …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………………………………………………… ………………………………………………………………………..What price range do you prefer? 1–5 ( ) 5 – 10 ( ) 10 – 20 ( ) 20 above ( ) other specify………… Q15. Over all ( ) e. Go to another store ( ) c.If the particular Brand is not available. Service people only ( ) c. Student only ( ) b. Other Specify ( ) Q18. this brand of pen is suitable for? a. Business man only ( ) d. Q13.What do you think. Average ( ) Dissatisfied ( ) Highly 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.Do you consider yourself Loyal to cello? Yes ( ) No ( ) can’t say ( ) Q14.Does the advertisement of this Brand pen bring back pleasant Memories? Yes ( ) No ( ) Can’t say ( ) Q19. Purchased another Brand ( ) d.