Customer Loyalty to Parker Pens

CUSTOMER LOYALTY TOWARDS PARKER PENS PRODUCTS
Introduction
The project report is carried on the following title
“customer loyalty towards Parker pens in Shree makerting”.
Customer loyalty is the key objective of customer
relationship management and describes the loyalty which is
established between a customer and companies, persons, products or
brands. The individual market segments should be targeted in terms of
developing customer loyalty.
Parker pen is one of the best brands in products. It
gives most priority for customer satisfaction. It has adopted good
promotional activities to attract the customer and is putting lot of
efforts to retain the customers.
The project report is an effort to bring out the details
regarding the loyalty of customers towards Parker pen products.
GURUKUL COLLEGE OF MANAGEMENT, KALABURAGI Page 1

Objectives of the study
 To study the customer loyalty towards PARKER PENS products.
 To know the major factor affecting the level of customer
awareness about PARKER PEN products.
 To determine the perception of the customer regarding the
product.
 To find out the factor influencing the buying behavior of
customer.
 To determine the reason for customer loyalty.

Scope of the study
The study is about customer loyalty with respect to
parker pens products at Kalaburagi city with reference to unique
stationery and parker pen products. The scope of the study is very
wide. The study helps to know the perception of the customer towards
price, quality, etc., customer expectation change according to time.
So, marketers have to make great efforts to study the customer
expectations. By this study the company can understand the customer
psychology easily and retain them. It also gives information about the
service given by distributor to retailer. The study is limited to the
customers of Kalaburagi city only.

Research methodology
Definition of research methodology:
Research methodology is a
systematic way to solve a problem. It is a science of studying how research
is to be carried out. Essentially, the procedures by which researchers go
about their work of describing, explaining and predicting phenomena are
called research methodology. It is also defined as the study of methods by
which knowledge is gained. Its aim is to give the work plan of research
Sources of data collection:
Primary data:
Primary data have been collected through the personal
interview from the respondents and through survey method by way of
questionnaire. The survey had been made in between businessman,
students, professionals employed persons etc. It has been conducted
with middleclass, high class and lower class of people .

Secondary data:
The secondary data have been collected from
published and unpublished records from the concerned institutions.
Here this study is based on questionnaire method with personal
interview with the customer to know the satisfaction of customer.
Sample Size: 100 Respondents

Limitations of the study
 The survey is limited to Kalaburagi region.
 Due to time constraint the project could not be studied in
detail.
 Some of the customers may not have understood the
questions properly.
 The answers given by the respondents were biased.
 The sample size of respondents was restricted to hundred
only.

Theoretical background
Definition of market:
An actual or nominal place where forces of demand and
supply operate, and where buyers and sellers interact (directly or
through intermediaries) to trade goods, services or contracts or instruments,
for money or barter.
Definition of marketing:
Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large.
Meaning of customer:
A customer may or may not also be
a consumer, but the two notions are distinct, even though the terms are
commonly confused.
Meaning of consumer:

The consumer is the one who pays to
consume goods and services produced. As such, consumers play a vital role
in the economic system of a nation
Definition of customer loyalty:
The customer loyalty business model is
a business model used in strategic management in which company resources
are employed so as to increase the loyalty of customers and other
stakeholders in the expectation that corporate objectives will be met or
surpassed
Types of loyalty:
1. No Loyalty:
Believe it or not, there is actually a group of
customers that is not loyal to brands. This group is usually a small
cohort, but it definitely exists. Marketing best practice for this group is
to identify what percentage of your customer base falls into this
category, and treat the group as a control. It’s unlikely that even the
best loyalty marketing tactics would sway this customer type into one
of the other buckets, but it can be great for benchmarking.

2. Inertia Loyalty:
This type of loyalty is based on pattern spending
and convenience. Customers who fall into this bucket tend to
purchase from a certain brand because it is easy to do, or it’s what
“they have always done.” A great example of inertia loyalty is a family
who is loyal to a certain bread brand because their neighborhood
market sells it, and they can easily pick it up. Inertia loyalty is
interesting because it is both very compelling and very easy to disrupt.
For example, if the store in the example above stopped carrying that
type of bread and stocked another brand, the family with inertia
loyalty would become loyal to the new brand out of sheer
convenience.
3. Latent Loyalty:
This type of loyalty refers to consumers who
might not purchase often from a brand (usually because its
products/services are set at a seasonal or high-ticket price), but when
they do purchase, they always purchase from the one brand . I like to
think of this loyalty group as it relates to cars or skis. You don’t
purchase a car often, but a lot of families consider themselves either a
“Toyota” family or maybe a “Chevy” family. That sort of pull toward a
brand is latent loyalty.

4. Premium Loyalty:
This type of loyalty refers to customers who
purchase often from a brand, and advocate on the brand’s behalf when
they do. Premium loyalty usually plays into a great deal of pride on the
customer’s part. If the customer is proud to represent this brand, then
they fall into this bucket. In today’s hyper-social ecosystem, you can
imagine why premium loyalty is often sought after.
Customer loyalty ladder:

The five different categories under Customer Loyalty Ladder are:
1. Suspects:
They are the potential customers for an organization.
They may be aware of the promotional campaigns of the organization
but are currently doing no business with that organization.
2. Prospects:
They are the ones who have been impressed with the
organization’s promotions and are in serious consideration of buying
products of the organization. The organization must treat them
cordially and solve all of their doubts.
3. Customers:
The situation is somewhat complicated in that ultimate
customers of so-called industrial goods and services (who are entities such
as government bodies, manufacturers, and educational and medical
institutions) either themselves use up the goods and services that they buy,
or incorporate them into other finished products, and so are technically
consumers, too. However, they are rarely called customer.

4. Clients:
 . Customer or client, a recipient of goods or services in

return for monetary or other valuable considerations
5. Advocates:
They are not only doing repetitive business with an
organization but are also recommending the organization to their own
acquaintances. They are the most valuable players and the
organization must treat them royally with the highest priority.
Importance of customer loyalty:
Some of the key reasons why
customer loyalty is so important are listed below.
1. Encouraging Referrals:
"In today's always-on world, consumers are

constantly talking about their personal experiences with stores, brands or
products, and they make a big impact on whether they will shop with you in
the future," said Lance Brown, vice president of product development at
Huzzah Media. "Personal anecdotes are generally what resonate with new
customers, since direct feedback is viewed as more reliable. Businesses that

implement a referral program are encouraging their customers to 'share the

love' and, therefore, can help drive more business
2. Reduced Costs:
In linear programming, reduced cost, or
opportunity cost, is the amount by which an objective function
coefficient would have to improve (so increase for maximization
problem, decrease for minimization problem) before it would be
possible for a corresponding variable to assume a positive value in the
optimal solution
3. Repeat Business:
Getting a profitable customer to buy from
a business for the first time is often difficult and expensive. The key to a
successful business is to persuade that customer to buy again, and again.
That is what is meant by repeat business.
4. Insulate your Business from Competitors:
Loyal customers
will stick to a brand because they trust the brand. Organizations with a
loyal customer base are immune to both competition and economic
changes. This helps to protect bottom lines.

Customer loyalty strengthens the brand image and
builds equity. A positive reputation helps businesses scale to greater
heights. Organizations should focus on treating their customers better
and rewarding them for their loyalty. After all, customers are the
biggest assets of a business.
How to build customer loyalty:
1. Let customers know what you are doing for them:
This
can be in the form of a newsletter mailed to existing customers, or it
can be more informal, such as a phone call. Whatever method you use,
the key is to dramatically point out to customers what excellent
service you are giving them. If you never mention all the things you’re
doing for them, customers may not notice. You are not being cocky
when you talk to customers about all the work you have done to
please them. Just make a phone call and let them know they don’t
have to worry because you handled the paperwork, called the attorney
or double-checked the shipment -- one less thing they have to do.

2. Write long-time customers personal, handwritten notes
frequently:
"I was just sitting at my desk, and your name popped into my head.
Are you still having a great time flying all over the country? Let me
know if you need another set of luggage. I can stop by with our latest
models anytime." Or, if you run into an old customer at an event,
follow up with a note: "It was great seeing you at the CDC Christmas
party. I will call you early in the new year to schedule a lunch."
3. Keep it personal:
Voice mail and email make it easy to
communicate, but the personal touch is lost. Don't count these as a
legitimate follow-up. If you're having trouble getting through, leave a
voice-mail message that you want to talk to the person directly or will
stop by his or her office at a designated time.
4. Remember special occasions:
Send regular customers birthday
cards, anniversary cards, holiday cards -- you name it. Gifts are
excellent follow-up tools, too. You don't have to spend a fortune to

show you care. Use your creativity to come up with interesting gift
ideas that tie into your business, the customer's business or his or her
recent purchase.
5. Pass on information:
If you read an article, see a new book, or
hear about an organization that a customer might be interested in,
drop a note or make a quick call to let them know.
6. Consider follow-up calls business development calls:
When you talk to or visit established clients or customers, you'll often
find they have referrals to give you, which can lead to new business.
Factors affecting customer loyalty:
1. Core offering:
The companies that boast the highest levels of
fiercely loyal customers have built that loyalty not on card
programmes or gimmicks, but on a solid, dependable, core offering
that appeals to their customers. These companies have focused

intently on what they know appeals to the type of customers they
want to attract, and have determinedly concentrated on delivering
what is expected every time. North American retailer, Nordstrom
(www.nordstrom.com), is well known for the loyalty of its customers.
It built this loyalty by understanding what its customers wanted and
then empowering its employees to deliver those needs consistently.
2. Satisfaction:
Clearly, satisfaction is important; indeed essential.
But, taken in isolation, the level of satisfaction is not a good measure
of loyalty. Many auto manufacturers claim satisfaction levels higher
than 90%, yet few have repurchase levels of even half that. The
situation is stacked against the business: if customer satisfaction
levels are low, there will be very little loyalty. However, customer
satisfaction levels can be quite high without a corresponding level of
loyalty. Customers have come to expect satisfaction as part and
parcel of the general deal, and the fact that they are satisfied doesn't
prevent them from defecting in droves to a competitor who offers
something extra.

3. Elasticity level:
Elasticity expresses the importance and weight
of a purchasing decision - effectively the level of involvement or
indifference. This applies to both the customer and the business.
4. Demographics:
According to Jan Hofmeyr and Butch Rice,
developers of The Conversion Model (which enables users to segment
customers not only by their commitment to staying with a brand but
also to segment non-users by their openness to switching to the
brand), more affluent and better educated customers are less likely to
be committed to a specific brand. They say that the commitment of
less affluent consumers to the brands they use is often unusually
strong - possibly because they cannot afford to take the risk of trying a
brand that might not suit them as well. They also suggest that younger
consumers are less committed to brands than older consumers.
5. Share of wallet:
As markets become saturated and customers
have so much more to choose from, share of wallet becomes
increasingly important. It is cheaper and more profitable to increase
your share of what the customer spends in your sector, than to acquire

new customers. After all, that's what loyalty is really about. Totally
loyal customers would give you a 100% share of their spend in your
sector.
Company profile



History
George Safford Parker, the founder, had previously been a sales

agent for the John Holland Gold Pen Company. He received his first fountain
pen related patent in 1889. In 1894 Parker received a patent on his "Lucky
Curve" feed, which was claimed to draw excess ink back into the pen body
when the pen was not in use. The Lucky Curve feed was used in various
forms until 1928.
a Parker Frontier Ball-point Pen
From the 1920s to the 1960s, before the

development of the ballpoint pen, Parker was either number one or number
two in worldwide writing instrument sales. In 1931 Parker
created Quink(quick drying ink), which eliminated the need for blotting. In
1941 the company developed the most widely used model of fountain pen in
history (over $400 million worth of sales in its 30-year history), the Parker
51. Manufacturing facilities were set up over the years in Canada, United
Kingdom, Denmark, France, Mexico, USA, Pakistan, India, Germany (Osmia-
Parker), Brazil and Argentina.

Parker Duofold desk set, 1930
The company bought retailer and catalog company Norm

Thompson in 1973, and then sold it off in 1981.[9] In 1976 Parker
acquired Manpower just as the temporary staffing market was surging. In
time Manpower provided more revenue than the pen business. A 1982
spinoff, Sintered Specialties, Inc., became SSI Technologies, a manufacturer
of automotive sensors
A management buyout in 1987 moved the company headquarters
to Newhaven, East Sussex, England, which was the original location of the
Valentine Pen Company previously acquired by Parker. In 1993 Parker was
acquired by the Gillette Company, which already owned the Paper
Mate brand, one of the best-selling disposable ballpoints. Gillette sold the
writing instruments division in 2000 to Newell Rubbermaid, whose own
Sanford Stationery Division became the largest in the world—owning such
brand names as Rotring, Sharpie, Reynolds as well as Parker,
PaperMate, Waterman, and Liquid Pape

In July 2009, the 180 workers at Parker Newhaven got notice that
the factory would be shut down and the production moved to France. The
following month, Newell Rubbermaid Inc. announced that the Janesville,
Wisconsin plant was to close the remaining operations tied to Parker Pen
(which eliminated 153 jobs)
"This decision is a response to structural issues
accelerated by market trends and is in no way a reflection on the highly
valued work performed by our Janesville employees over the years."
Parker Vector
The precursor to the Parker Vector was introduced in
1981. It was a simple cylindrical plastic cap and barrel roller-ball pen called
the "Parker RB1". In 1984, Parker added the FP1 ("Fountain Pen 1"), with
essentially the same design. The RB1 and FP1 models were produced until
1986, at which time Parker revised the pen by lengthening the cap and
shortening the barrel and renaming the new pen the "Vector Standard".
Presently, there are four models available (in plastic and steel): the fountain
pen, capped rollerball, pushbutton ballpoint, and pushbutton pencil.
Advertising:
In 1966, Parker hired Sylvester, then managing director of the
advertising agency AS to design an ad campaign for Parker Butter.
daCunha designed a campaign as series of hoardings with topical ads,
relating to day-to-day issues. It was popular and earned a Guinness

world record for the longest running ad campaign in the world. In the
1980s, cartoon artist Kumar Morey and script writer Bharat Dabholkar
had been involved with sketching the Parker ads; the latter rejected
the trend of using celebrities in advertisement campaigns. Dabholkar
credited Chairman Verghese Kurien with creating a free atmosphere
that fostered the development of the ads.
Despite encountering political pressure on several occasions,
daCunha's agency has made it a policy of not backing down. Some of
the more controversial Parker ads include one commenting on the
Naxalite uprising in West Bengal, on the Indian Airlines employees
strike, and one depicting the Parker butter girl wearing a Gandhi cap.
In 2013, Parker tweeted a picture featuring the Parker butter girl,
implying that 'freedom of choice' died in '2013', in opposition to the
Supreme Court of India overruling the judgment of Delhi High Court
and criminalising homosexuality again.
Vision:
Parker pens vision is to give the best quality to there
customer and give more profit to there dealers and distributor. And to
rich every consumers and increase various quality and varity of parker
pens

Mission:
We shall engineer the most innovative and unique pen the
world has ever seen (thus irritating hell out of Sheaffer). Then,
decades later, while the Chinese are still making are still making the
an authentic version of the pen and selling it for $30, we'll sell a copy
of the cheap copies that people made back in the forties and sell it for
hundreds of dollars...
Awards and achievements:
The Parker brand of pens has received
various awards:
Distributor profile
Shree marketing is successfully running
since 30years . it was established by Mr.Narayan Rao.
All varities of parker pens are available. The store consists
of all stationary items , office materials , college workshop
items etc. And it has one more branch in Bidar. Shree
marketing stationary mostly deals with colleges and office
users. And the present owner of, shree marketing are. Mr

Narayan Rao and . Mr Shridhar.N.Patil. the annually turnover
of shree marketing is 3crores the last year turnover of the
year 2017 was 2.1 crores.


Product profile
Parker ball pen
Parker roller pen

Parker fountain pen
Parker ink pen


Data Analysis And Interpretation
Table – 1
The table showing the gender group of the respondents
Sl.NO GENDER NUMBER OF PERCENTAGE
RESPONDENTS [%]
1 Male 52 52
2 Female 48 48
Total 100 100
Interpretation:
With the help of above table it is clear that the 52% of
the respondents are male and remaining 48% of the respondents are
female categories who are using Parker pen products.

Gender
53
52
52
51
50
Gender
49
48
48
47
46
Male Female
Inference:
From the survey it is clear that the maximum numbers of
respondents are male.
Table – 2
The table showing the age group of the respondents
Sl.no Age Number of Percentage
respondent [%]
1 20 – 30 34 34
2 30 – 40 48 48
3 40 – 50 08 08
4 50 & above 10 10

Total 100 100
Interpretation:
With the help of the above diagram it is clear that 34%
of the respondents belongs to 10-20 age group, 48% of respondents
are of 20-30 age group, 8% of respondents are of 30-40 age group and
remaining 10% belongs to above 40 years age group.
Age
60
50 48
40
34
30
Age
20
10
10 8
0
10 - 20 20 - 30 30 - 40 40 & above
Inference:
From the survey it is clear that more people belong to 20 –
30 age.
Table – 3
The table showing occupation of the respondents

Sl.NO OCCUPATION NUMBER OF PERCENTAGE
RESPONDENTS [%]
1 Student 78 78
2 Professional 10 10
3 Businessman 04 04
4 Others 08 08
Total 100 100
Interpretation:
With the help of the above table it is clear that the 78%
of the respondents are students, 10% of the respondents are
housewife, 4% of the respondents are businessman and remaining 8%
of the respondents are from others.
Occupation
90
78
80
70
60
50
40 Occupation
30
20
10 8
10 4
0
Student Housewife Businessman Others
Inference:

From the survey it is clear that more people are students.
Table – 4
The table showing the frequent use of Parker pen products by the
respondents
Sl.no Particulars Number of Percentage
respondents [%]
1 Ball pen 56 56
2 Roller pen 10 10
3 Fountain 22 22
pen
4 Ink pen 12 12
Total 100 100
Interpretation:
From the above table it is clear that out of total
respondents, 56% of respondents are using ice cream, 10% of
respondents are using milk, 22% of respondents are using butter and
remaining 12% are using other products.

Frequency of use
60 56
50
40
30
Frequency of use
22
20
12
10
10
0
Ice cream Milk Butter Others
Inference:
From the survey we come to know that maximum people
use ice cream.
Table – 5
The table showing the frequent purchase of Parker pen products by
the respondents
respondents [%]
1 6 month 04 04
2 Once in a year 22 22
3 Two year 50 50
4 Three year 24 24

Total 100 100
Interpretation:
From the above table it is clear that out of the total
respondents, 04% of the respondents purchase daily, 22% of the
respondents purchase once in 2-3 days, 50% of respondents purchase
once in a week and remaining 24% are purchasing twice in a week.
Frequency of purchase
60
50
50
40
30
24
22 Frequency of purchase
20
10
4
0
Daily Once in 2-3 Once in a week Twice in a week
days
Inference:
From the survey maximum people purchase once in a week
Parker pen products.
Table – 6
The table showing level of loyalty of respondents:

respondents [%]
1 Less than 1 10 10
year
2 1 year 14 14
3 2 – 3 year 16 16
4 More than 3 60 60
year
Total 100 100
Interpretation:
With the help of the above table it is clear that out of
respondents 10% of respondents are customer of Parker pen from less
than 1 year, 14% are from 1 year, 16% are from 2 – 3 years and
remaining 60% are from more than 3 years.

Duration of loyalty
70
60
60
50
40
Duration of loyalty
30
20 16
14
10
10
0
Less than 1 year 1 year 2 - 3 year More than 3 year
Inference:
From the study it is clear that more people are customer of
Parker pen for more than 3 years.
Table – 7
The table showing the awareness of Parker pen products:
respondents [%]
1 Newspaper 12 12
2 Television 46 46
3 Advertisement 28 28
4 Others 14 14
Total 100 100

Interpretation:
From the above table it is clear that 12% of respondents
know about Parker pen products through newspaper, 46% of
respondents through television, 28% of respondents through
advertisement, 14% of respondents through other sources.
Awareness about Parker pen products

50 46
45
40
35
30 28
25 Awareness about Amul

20 products
14
15 12
10
5
0
Newspaper Television Advertisement other
Inference:
From this study we come to know that the most of the
people came to know about parker pen products by television.
Table – 8
The table showing the writing of Parker pen products:

respondents [%]
1 Excellent 46 46
2 Good 42 41
3 Satisfactory 12 12
4 Poor 00 00
Total 100 100
Interpretation:
With the help of the above it is clear that 46% of the
respondents were excellent, 42% of the respondents were good, 12%
of the respondents were satisfactory and 0% for poor with the quality
of Parker pen products.
Quality of Amul products

50 46
45 42
40
35
30
25
Taste of Amul products
20
15 12
10
5
0
0
Excellent Good Satisfactory Poor
Inference:

From the study we come to know that maximum people are
satisfied with the quality of Parker pen Products.
Table – 9
The table showing price of Parker pen products:
respondents [%]
1 High 22 22
2 Average 74 74
3 Low 04 04
Total 100 100
Interpretation:
respondents 22% of respondents were high, 74% were average and
remaining 4% were low with the price of the Parker pen products.

Price of Parker pen products

80 74
70
60
50
40
Price of Amul products
30
22
20
10 4
0
High Average Low
Inference:
From the survey it is clear that more people rated the price
of Parker pen products is Average.
Table – 10
The table showing packaging of Parker pen products:
Sl.No. Particulars Number of Percentage
respondents [%]
1 Poor 04 04
2 Average 46 46
3 Excellent 50 50
Total 100 100

Interpretation:
With the help of the above table it is clear that 04% of
respondents were poor, 46% of respondents were average and
remaining 50% of respondents were excellent regarding the packaging
of Parker pen products.
Packaging of Parker pen products

60
50
50 46
40
30
Packaging of Amul products
20
10
4
0
Poor Average Excellent
Inference:
From the study it is clear that maximum people have rated
packaging of Parker pen products as Excellent.
Table – 11
The table showing the quality of Parker pen products:

respondents [%]
1 Excellent 38 38
2 Average 12 12
3 Good 50 50
Total 100 100
Interpretation:
respondents 38% of respondents were excellent, 12% of respondents
were average and remaining 50% were good regarding the quality of
Parker pen products.
Quality of Parker pen products

60
50
50
40 38
30
Quality of Amul products
20
12
10
0
Excellent Average Good
Inference:

From the survey it is clear that more people have rated the
quality of the Parker pen products as good.
Table – 12
The table showing the reason for purchase:
respondents [%]
1 Price 00 00
2 Quality 36 36
3 Brand 64 64
4 Others 00 00
Total 100 100
Interpretation:
With the help of the above table we come to know that
00% of respondents were influenced by the price, 36% were influenced
by the factor of quality, 64% were influenced by brand and 00% were
influenced by others.

Reason for the purchase

70 64
60
50
40 36
30 Reason for the purchase
20
10
0 0
0
Price Quality Taste Others
Inference:
From the survey we came know that maximum people have
rated the reason for purchase of Parker pen products is quality.
Table – 13
The table showing the recommendation of Parker pen products
Sl.No Particulars Number of Percentage [
respondents %]

1 Yes 98 98
2 No 02 02
Total 100 100
Interpretation:
From the above table it is clear that 98% of respondents
will recommend Parker products to their friends and relatives and
remaining 02% of respondents will not recommend parker pen
products.
Recommendation
120
98
100
80
60
Recommendation
40
20
2
0
Yes No
Inference:
From the survey it is clear that most of the people will
recommend Parker pen products to their friends and relatives.

Table – 14
The table showing the best products of Parker pen:
Sl.No Particulars Number of Percentage
respondents [%]
1 Ball pen 42 42
2 Roller pen 10 10
3 Fountain 26 26
pen
4 Ink pen 22 22
Total 100 100
Interpretation:
With the help of the above table it is clear that out of
total respondents 42% of respondents rated cheese, 10% rated dahi,
26% rated buttermilk and remaining 22% rated others as the best
products of Parker pen.

Best products of Parker pen

45 42
40
35
30
26
25 22
20 Best products of Amul
15
10
10
5
0
Cheese Dahi Buttermilk Others
Inference:
From the study we came to know that most of the people
rated cheese as the best product of Parker pen.
Table – 15
The table showing customer loyalty towards Parker pen Products:
respondents [%]
1 Yes 100 100
2 No 00 00
Total 100 100
Interpretation:

respondents 100% of the respondents are loyal to Parker pen
Products.
Customer loyalty
120
100
100
80
60
Customer loyalty
40
20
0
0
Yes No
Inference:
From the study it is found that total 100% of the
respondents are loyal to A Parker pen products.
Table – 16
The table showing availability of Parker pen products
respondents [%]
1 Yes 68 68
2 No 06 06

3 Sometimes 26 26
Total 100 100
Interpretation:
With the help of the table it is clear that 68% of
respondents are satisfied with the availability of Parker pen products,
06% of respondents are not satisfied and remaining 26% are
moderately satisfied.
Availability of Parker pen products

80
68
70
60
50
40 Availability of Amul products
30 26
20
10 6
0
Yes No Sometimes
Inference:
From the study it is clear that most of the people are
satisfied with the availability of Parker pen products.
Table – 17

The table showing satisfaction level of the respondents:
respondents [%]
1 Yes 100 100
2 No 00 00
Total 100 100
Interpretation:
From the above table it is clear that total 100% of
respondents are satisfied with the Parker pen products.
Level of satisfaction
120
100
100
80
60
Level of satisfaction
40
20
0
0
Yes No

Inference:
From the survey it is clear that 100% people are satisfied
with the Parker pen products.
Findings
From the survey it is found that majority of customers belong to
the age group of 40 – 50.
Majority of the customer are business followed by professionals
and others.
Around 56% of the respondents are frequently using the parker
pen.
Nearly % of the respondents is frequently purchasing the parker
products.
From the study we come to know that most of the people came
to know about parker pen products by television.
Majority of the respondents have rated the quality of the parker
pen products as excellent.

Majority of the customers are of the opinion that parker pen
products is providing average price.
Quality is the major factor for frequent purchase of parker pens
products.
Majority of respondents have rated roller as the best product of
parker pen.
Majority of the customers i.e.,68% are satisfied with the
availability of the parker pen
Products at Unique Stationery Stores.
100% of respondents are satisfied with the parker pen products.
Suggestions
 Make Parker pen product available in all the locality as there is
shortage of it in some places.
 Make fountain pen available in all the places.
 The company can add some more range in parker pens.

 Conclusion
Parker pen being one of the best stationery companies
running successfully from many years. The study gives clear
understanding of customer loyalty. A satisfied customer will act as a
spokesperson of the company’s product and bring more customers. A
small percentage of loyal customers will increase the company sales.
Finally I conclude that, the customers are satisfied with
Parker pen products because of its good quality, etc. Therefore it can
be said that the company has a very good reputation in the market
with high sales and good quality.

Bibliography
Websites:
www.wikipedia.com
www.parker pen.com

Questionnaire
1. Name :
2. Gender :
3. Age :
a) 20-30 [ ] b) 30-40 [ ]
c) 40-50 [ ] d) 50 &above [ ]
4. Occupation :
a) Student [ ] b) professional [ ]
c) Businessman [ ] d) Others [ ]
5. What products of Parker pen you use very frequently?
a) Ball pen [ ] b) Roller pen [ ]
c) Fountain pen [ ] d) Ink pen [ ]
6. What is your frequency of buying the Parker pen products?
a) 6 month [ ] b) Once in a year [ ]
c) Two years [ ] d) Three years [ ]
7. How long are you customer of Parker pen brand?

a) 6 month [ ] b) Once in a year [ ]
c) Two years [ ] d) Three years [ ]
8. How did you come to know about Parker pen products?
a) Newspaper [ ] b) Television [ ]
c) Advertisement [ ] d) Others [ ]
9. How is the writing of Parker products?
a) Excellent [ ] b) Good [ ]
c) Satisfactory [ ] d) Poor [ ]
10. What about the price of Parker pen products?
a) High [ ] b) Average [ ]
c) Low [ ]
11. How is the packaging of Parker pen products?
a) Poor [ ] b) Average [ ]
c) Excellent [ ]
12. Opinion regarding the quality of Parker pen products
a) Excellent [ ] b) Average [ ]
c) Good [ ]

13. What do you think is the main reason for your frequent
purchase of Parker pen products?
a) Price [ ] b) Quality [ ]
c) Brand [ ] d) Others [ ]
14. Would you recommend the Parker pen products to your
friends and relatives
a) Yes [ ] b) No [ ]
15. What are the best products of Parker pen brand?
a) Ball pen [ ] b) Roller pen [ ]
c) Fountain pen [ ] d) Ink pen [ ]
16. Would you like to purchase the Parker pen products again
a) Yes [ ] b) No [ ]
17. Are Parker pen products easily available in your locality
a) Yes [ ] b) No [ ]
c) Sometimes [ ]
18. Are you satisfied with the Parker pen products
a) Yes [ ] b) No [ ]
19. Suggestions :



Customer Loyalty to Parker Pens

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CUSTOMER LOYALTY TOWARDS PARKER PENS PRODUCTS

The project report is carried on the following title

“customer loyalty towards Parker pens in Shree makerting”.

Customer loyalty is the key objective of customer

relationship management and describes the loyalty which is

established between a customer and companies, persons, products or

brands. The individual market segments should be targeted in terms of

developing customer loyalty.

Parker pen is one of the best brands in products. It

gives most priority for customer satisfaction. It has adopted good

promotional activities to attract the customer and is putting lot of

efforts to retain the customers.

The project report is an effort to bring out the details

regarding the loyalty of customers towards Parker pen products.

GURUKUL COLLEGE OF MANAGEMENT, KALABURAGI Page 1

Objectives of the study

 To study the customer loyalty towards PARKER PENS products.

 To know the major factor affecting the level of customer

awareness about PARKER PEN products.

 To determine the perception of the customer regarding the

 To find out the factor influencing the buying behavior of

 To determine the reason for customer loyalty.

GURUKUL COLLEGE OF MANAGEMENT, KALABURAGI Page 2

Scope of the study

The study is about customer loyalty with respect to

parker pens products at Kalaburagi city with reference to unique

price, quality, etc., customer expectation change according to time.

So, marketers have to make great efforts to study the customer

expectations. By this study the company can understand the customer

service given by distributor to retailer. The study is limited to the

customers of Kalaburagi city only.

GURUKUL COLLEGE OF MANAGEMENT, KALABURAGI Page 3

Definition of research methodology:

systematic way to solve a problem. It is a science of studying how research

is to be carried out. Essentially, the procedures by which researchers go

about their work of describing, explaining and predicting phenomena are

called research methodology. It is also defined as the study of methods by

Sources of data collection:

Primary data have been collected through the personal

interview from the respondents and through survey method by way of

questionnaire. The survey had been made in between businessman,

students, professionals employed persons etc. It has been conducted

with middleclass, high class and lower class of people .

GURUKUL COLLEGE OF MANAGEMENT, KALABURAGI Page 4

The secondary data have been collected from

published and unpublished records from the concerned institutions.

Here this study is based on questionnaire method with personal

interview with the customer to know the satisfaction of customer.

Sample Size: 100 Respondents

GURUKUL COLLEGE OF MANAGEMENT, KALABURAGI Page 5

Limitations of the study

 The survey is limited to Kalaburagi region.

 Due to time constraint the project could not be studied in

 Some of the customers may not have understood the

 The answers given by the respondents were biased.

 The sample size of respondents was restricted to hundred

GURUKUL COLLEGE OF MANAGEMENT, KALABURAGI Page 6

An actual or nominal place where forces of demand and

supply operate, and where buyers and sellers interact (directly or

through intermediaries) to trade goods, services or contracts or instruments,

for money or barter.

Marketing is the activity, set of