MARKET RESEARCH

INTRODUCTION
Market Survey
A market survey on market stresses the importance of consumer. The
product producers must know the preference of consumers. Consumer is the
king of the market. The concept has no reliance to India consumers. Since the
course is related to business field, each and every candidate should come to
know about what is market? And what is sale? The exposure of market
situation to a young Management graduate is a must thing and the syllabus also
provides and good opportunity.
"Marketing Research is systematic problem analysis, model building and

fact finding for the purpose of important decision-making and control in the o
marketing of goods and services".
The field survey is nothing, but just an analysis of consumer attitude

about a Product, his satisfaction, his extra needs, and expectations regarding
product specification etc., the result will give a proper format regarding the
above questions. Because of this, we can know about the market situations and
the ultimate consumer needs.
Marketing Research is an effective tool for measuring the consumers'

aspiration, trade channel behavior, competitive actions etc.,
It provides a linkage between the corporate environment and the

marketing organization. Marketing Research, thus, may be viewed as an
important tool used as an aid for tackling problems in marketing.
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With this he can be able to sell his product in future with the specified
requirement. So this market or field survey is very useful to the young
graduates.
Customer
In sales, commerce and economics, a customer (sometimes known as a
client, buyer, or purchaser) is the recipient of a good, service, product or an
idea - obtained from a seller, vendor, or supplier via a financial transaction or
exchange for money or some other valuable consideration.
An ultimate etymology of "client" may imply someone merely inclined

to do business, whereas a purchaser procures goods or services on occasion but
a customer customarily or habitually engages in transactions (historically: the
collection of tolls or taxes - see the Wiktionary etymology of customer). Such
distinctions have no contemporary semantic weight.
Customer segmentation
In the 21st century customers are generally categorized into two types:
 An entrepreneur or trader (sometimes a commercial Intermediary) - a
dealer who purchases goods for re-sale.
 An end user or ultimate customer who does not re-sell the things bought
but is the actual consumer or an agent such as a Purchasing officer for
the consumer.
Consumer
This article is about consumers in social systems. For other uses, see
Consumer (disambiguation). Consumers buying fruit in Nanjing, China. A
consumer is a person or organization that uses economic services or
commodities. In economic systems consumers are utilities expressed in the
decision to trade or not.
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Economics and marketing
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. Without consumer demand, producers would lack one of the key
motivations to produce: to sell to consumers. The consumer also forms part of
the chain of distribution.
Recently in marketing instead of marketers generating broad

demographic profiles and Fisio-graphic profiles of market segments, marketers
have started to engage in
Law and politics

The law primarily uses the notion of the consumer in relation to
consumer protection laws, and the definition of consumer is often restricted to
living persons (i.e. not corporations or businesses) and excludes commercial
users. A typical legal rationale for protecting the consumer is based on the
notion of policing market failures and inefficiencies, such as inequalities of
bargaining power between a consumer and a business. As of all potential voters
are also consumers, consumer protection takes on a clear political significance.
ABOUT CUMBUM
Cumbum is a town and municipality in Theni district in the western part
of the Indian state of Tamil Nadu.
Geography and Climate

Cumbum is located at 9.73°N 77.3°E It has an average elevation of 391
metres (1282 feet). The water in Cumbum is very sweet to drink. One can see
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the backdrop of Kodaikanal Hills from Cumbum, Apart from that Cumbum
has most vigorous activity in agriculture.
Cumbum town is located in the Theni District of Tamil Nadu, near

Kerala State, geographically located between 9°30fN and 10°11'N, and
between 77°E and 77°30'E. It is the third largest town in Theni district after
Theni and Bodinayakanur. The soil in this region is mostly red soil in nature.
Agriculture plays on vital role for its developmental activities. Crops like
Paddy, Coconut, Groundnut and various kinds of fruits and vegetables are
being cultivated in this area.
It has many worship places, out of them Sri. Kambaraya Perumal Kovil,
Sri. Gowmariyamman Kovil, Sri. Nandha Gopal Samy Kovil, Mosques, three
churches are situated for a prolong period. The town is well connected by the
district roads with nearby urban and Rural Town and villages but not connected
by Railways.
Average maximum temperatures are 41.6°C and 31.6°C respectively.

The average annual rainfall is around 836 mm with the town getting its share if
rainfall during the Southwest Monsoon.
The major source of water for drinking and agriculture comes from the
Periyar River which flows Diverted from the state of Kerala. Suruli Falls which
is 10 km from Cumbum is surrounded by mountains.
The nearest airport is Madurai and Kochi International Airport (Kerala)

which is 175km by road. Thekkady (Periyar Wildlife Sanctuary Kerala) which
is a tourist destination in Kerala state, is 30 km from Cumbum, near Kumily
which is a border town between the states of Tamil Nadu and Kerala. Cumbum
is a valley, surrounded by hills. The eastern side of the hills constituting seven
dams on the hills. In the South, the famous tourist attraction, "Thekkady" is
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situated Kerala. Cumbum is famous for its coconut & cardamom trading
market.
COMPANY PROFILE
"ITC Limited" was originally named "Imperial Tobacco Company of

India Limited", succeeding W.D. & H.O. Wills on 24 August 1910 as a British-
owned company registered in Kolkata. Since the company was largely based
on agricultural resource, it ventured into partnerships in 1911 with farmers
from the southern part of India to source leaf tobacco. Under the company's
umbrella, the "Indian Leaf Tobacco Development Company Limited" was
formed in Guntur district of Andhra Pradesh in 1912. The first cigarette factory
of the company was set up in 1913 at Bangalore.
In 1928, construction began for the company's headquarters, the

'Virginia House' at Calcutta.[15] ITC acquired Carreras Tobacco Company's
factory at Kidderpore in 1935 to further strengthen its presence. ITC helped to
set up indigenous cigarette tissue-paper-making plant in 1946 to significantly
reduce the import costs and a factory for printing and packaging was set up at
Madras in 1949.[citation needed] The company acquired the manufacturing
business of Tobacco Manufacturers (India) Limited and the complementary
lithographic printing business of Printers (India) Limited in 1953.
The company was converted into a Public Limited Company on 27

October 1954. The first step towards Indianization was taken in the same year
with 6% of the Indian shareholding of the company. ITC also became the first
Indian company to foray into consumer research during this time. During the
1960s, technology was given more focus on setting up cigarette machinery and
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filter-rod manufacturing facilities aimed at achieving self-sufficiency in
cigarette-making.
Ajit Narain Haskar became the company's first Indian chairman in 1969
and this was crucial in building up the Indian management for the company. As
the company's ownership was progressively Indianised, under Haskar's
leadership, the name of the company was changed from "Imperial Tobacco
Company of India Limited" to "India Tobacco Company Limited" in 1970. ITC
also became the first company in India to start from the 1971 Scissor's Cup.
Innovative market campaigns and electronic data processing were started in the
1970s.
In 1973, ITC set up its integrated research center in Bangalore, aimed at

diversification and venturing into newer businesses with research and
development. With the unfolding diversification plans, the name of the
company was changed to 'I.T.C. Limited' in 1974. The Indian shareholding
grew further to 40% during this time. ITC entered into the hospitality sector
with hotel business in 1975 with the acquisition renaming of ITC Welcom
group Hotel Chola in Madras. ITC chose the hospitality sector for its potential
to earn high levels of foreign exchange, create tourism infrastructure and
generate large-scale direct and indirect employment.
The shareholding went over 60% in 1976 and more hotels were started
by the company in the following years. ITC Sangeet Research Academy was
set up at Calcutta in 1977. In 1979, ITC entered the paperboards business by
promoting ITC Bhadrachalam Paperboards Limited. J N Sapru took over as the
company's chairman in 1983 and the international expansion started with the
acquisition of Surya Nepal Private Limited in 1985. The year 1986 saw
vigorous moves from the company with the oNotebooking of an Indian
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restaurant in the city of New York, acquisition and renaming of Vishvarama
Hotels to ITC Hotels Limited, setting up of two new ventures – the ITC Classic
Finance Limited and ITC Agro Tech Limited under its umbrella. ITC also
entered into the edible oils industry with the launch of the Sundrop brand of
cooking oils in 1988. Tribeni Tissues Limited was acquired in 1990. K L
Chugh assumed the role of chairman in 1991 and ITC Global Holding Private
limited was started as an international trading company in Singapore in 1992.
In 1994, all the hotels under the company were transferred into the listed
subsidiary company ITC Hotels Limited. ITC, through the brand Wills,
sponsored the 1996 Cricket World Cup.
Y.C. Deveshwar took over as the company's chairman in 1996 and the

corporate governance structure was re-crafted to support the effective
management of multiple businesses. ITC exited from edible oils business and
financial services; sold the ITC Classic Finance Limited to ICICI Limited and
handled the Sundrop business to ConAgra Foods Limited in 1998. In the year
2000, an innovative initiative for farmers called "e-Choupal" was started in
Madhya Pradesh 2000. The same year witnessed the launch of ITC's Wills
Sport range of casual wear with its first retail outlet in New Delhi and ITC's
entry into stationery products and gifting business introducing the 'Expressions'
range of greeting cards and Classmate notebooks. A wholly owned information
technology subsidiary, ITC Infotech India Limited was also started in 2000 and
the ITC Bhadrachalam Paperboards Limited was merged into ITC Limited. The
name of the company was changed to "ITC Limited" omitting the dots and
adapting the strategy "No stops for ITC" in 2001. An employee stock option
scheme was introduced for the first time and a web portal for the company was
launched. Subsidiaries for ITC Infotech were set up in the United Kingdom and
the USA.
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PRODUCT PROFILE
Launched in 2003, with an array of student notebooks, Classmate

currently offers a comprehensive stationery portfolio with writing instruments
(ball, gel and roller Notebooks, and mechanical Notebookcils), mathematical
drawing instruments (geometry boxes), scholastic products (erasers,
sharNotebookers and ruler) and art stationery products (wax Crayons, plastic
crayons, sketch Notebooks and oil pastels).
Classmate enables Joyful Learning, which is the most powerful driver

for developing knowledge & skill, nurturing curiosity and enhancing creativity.
For learning to be exciting, children need to be able to translate theoretical
lessons into practical experiences through daily activities, so that complex
concepts become relatable and memorable. Classmate believes, that this can
only hapNotebook when academic knowledge goes beyond the classroom and
gets rooted in everyday moments.
Every offering of Classmate comprises of a bouquet of features and

benefits that translate into an innovative way of bringing learning alive.
Ranging from notebooks with best in class paper credentials for a

delightful writing experience, gamified skilling through activities on the
notebook and the App, to experiential learning through the Interaktiv notebook
series with DIY Origami paper folding, 3D Craft and Augmented Reality
immersions, Brand Classmate is at the forefront of revolutionising the way
children learn. Enjoy Learning with Classmate.
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Classmate Origami
Classmate Interaktiv series is an innovative range of notebooks from

Classmate. It encourages students to learn through "Do It Yourself" activities,
thus enhancing their creativity and imagination through experiential learning.
The first of the series of engagement based notebooks from Classmate
Interaktiv series is the Origami notebooks. Classmate Origami notebooks will
be exercise notebooks with additional origami sheets and will include detailed
step by step instructions to create the origami model.
Classmate Pulse
Pulse A5 hardbound notebook is a trendy range of notebooks from

Classmate Pulse for the uber-cool youth of today. Its vibrant, stylish and trendy
covers with special effects make a statement, upping the style quotient of these
notebooks!
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OBJECTIVES OF THE STUDY
 To study the market condition of Classmate Notebook in Cumbum town.
 To find out the consumer satisfaction level of the Classmate Notebook.
 To find out the reason for preference of Classmate Notebook buys the
consumer
 To find out our influencing factors for purchasing the consumer to use
Classmate Notebook.
 To find out why the consumer prefer Classmate Notebook.
11
RESEARCH METHODOLOGY
In this survey, convenient sampling method have been used 50 Persons

are chosen for the study in Cumbum Town, Theni District, It constitute the
sample of consumers for the survey. Under convenient sampling whoever is
available, willing and whose co-operation is fully available were taken as
respondents for the study. Since the respondents are not 'highly literate’
necessary data is collected by interviewing each of the household head mat
constituted the sample of respondents for the study.
Research Design:
It gives details about, the exploratory, explanatory or descriptive or
experimental nature of the research work. Why particular design is used and
what is its importance is also put in this section. According to David J. Luck a
research design is defined as,
"As series of advanced decisions that taken together comprise a master
plan or model for the conduct of the investigation".
Data Collection Method:

Whether secondary' or primary data is to be collected is explained. A
copy of the questionnaire of schedule used is to be attached in apNotebookdix
and its importance is highlighted in this getting.
Primary Data:
Primary data are obtained by a study specifically designed to fulfill the
data needs of the problem at hand, such data are original in character and are
generated in large number of surveys conducted mostly by government and
also by some individual, institutions and research bodies.
12
Secondary Data:
Data that are not originally collected but rather obtained from published
or unpublished sources are known as secondary data. The secondary constitute
the chief materials on the basis of which statistical work is carry out it many
investigation.
Sampling Plan:
Who is to be surveyed, how many are to be surveyed, hoe are they
selected and how are they reached. All these details are to be given in this
section. According to Blalock define a sample thus, "It is a small piece of the
population obtained by a probability process that mirrors, with known
precision, the various patterns and bob - classes of the population",
i. Sample Unit: I choose my sampling area at Cumbum Town for market
survey of the Classmate Notebook.
ii. Sample Size: The sample size taken for the survey is 100 Respondents.
iii. Tools Used for Analysis: The collected data were interpreted using
percentage analysis method.
Field Work:
This section deals with the details of the fieldwork to be carried out, and
methodology for administering the questionnaire or collection of secondary
data. Not-at horns refusal to co-operate respondent's bias and interviewer's
bias are also highlighted.
Limitation:
Various constraints facing the researcher which defer his/her in detailed
analysis of the problem may be pinpointed. Also various limitations or
demerits associated with the research problem must be pointed out in their
section.
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METHODS OF DATA COLLECTION
Primary Data;
Primary data collected from readers through the questionnaire
method.
Secondary Data:
In this method a questionnaires is send to the people's conjured a request
to answer the questions and return to the questionnaire.
Questionnaire Method:
Secondary data were collected from agents magazines. Classmate
Notebook retail stores and website etc..
Sampling:
Sampling is very familiar to all us. It occurs frequently in the course of
our daily events without knowing about it. They usually reach conclusion
describing the characteristics of the large number- of tomes of the phenomenon
based on analysis of a limited number of items. From that phenomenon is
called sample.
Sample Size : 100 Readers

Sampling Technique : Survey Methods {or} Questionnaire Method
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DATA ANALYSIS AND INTERPRETATION
This is an attempt to organize and summarize data in order to increase

result. Usefulness in such a manner that enables the researcher critical points
with the study objectives. Sometimes these organizing and summarizing of
data requires that use of the summary statistical measures.
Such as percentage averages and dispersions since most marketing data
are collected through the use of sample, the reliability of the summary
estimates is required to be determined.
In this survey the collected data are analysis and interpreted by the
percentage analysis method.
Percentage Analysis Method:

Percentage method to a special kind of ratio percentage is used in
making companion between two or more series of data percentage are used to
describe relationship.
No. Of Respondents
Percentage = ———————————— x 100
Total respondents
15
TABLE-1
GENDER OF THE RESPONDENTS
NO. OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS
1 Male 68 68
2 Female 32 32
Total 100 100
Source : Primary Data
The table shows that from among 100 respondents use

 68 percent of the Male respondents
 32 percent of the Female respondents
16
CHART-1
GENDER OF THE RESPONDENTS
80
70 68
60
50
40
32
30
20
10
0
Male Female
17
TABLE-2
AGE OF RESPONDENTS
NO. OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS
1 5-25 50 50
2 26-35 30 30
3 36-15 20 20
TOTAL 100 100

 50 percent of the respondents are under 5-25 age.
18
CHART-2
AGE OF RESPONDENTS
60
50
50
40
30
30
20
20
10
0
5-25 26-35 36-15
19
TABLE -3
CONSUMER USAGE OF NOTEBOOK
NO. OF
S. NO PARTICULARS PERCENTAGE
RESPONDENT
1 Yes 100 100
2 No 0 0
TOTAL 100 100
The table shows that from among 100 respondents use,

 100 percent of respondents using the Notebook.
20
CHART -3
CONSUMER USAGE OF NOTEBOOK
120
100
100
80
60
40
20
0
0
Yes No
21
TABLE-4
CONSUMER USING OTHER TYPES NOTEBOOK
No. of
S. No Particulars Percentage
Respondents
1 Classmate 50 50
2 Camlin 25 25
3 Luxor 15 15
4 Others 10 10
Total 100 100
Source: Primary Data

 50 percent of respondents are using the Classmate Notebook.
 25 percent of respondents are using the Camlin Notebook.
 15 percent of respondents are using the Luxor Notebook.
 10 percent of respondents are using the Other Notebook.
22
CHART-4
CONSUMER USING OTHER TYPES NOTEBOOK
60
50
50
40
30
25
20
15
10
10
0
Classmate Camlin Luxor Others
23
TABLE – 5
CONSUMER REASON FOR THE PREFER THE CLASSMATE

NOTEBOOK
S.NO Particulars No. of Respondents Percentage
1 Eco Friendly 28 56
2 Style 12 24
3 White & Bright 10 20
Total 50 100

 56 percent of respondents prefer for Classmate Notebook is Eco friendly.
 24 percent of respondents prefer for Classmate Notebook is Style.
 20 percent of respondents prefer for Classmate Notebook is white and
bright.
24
CHART – 5
CONSUMER REASON FOR THE PREFER THE CLASSMATE

NOTEBOOK
60
56
50
40
30
24
20
20
10
0
Eco Friendly Style White & Bright
25
TABLE -6
WHAT WAY THE PRODUCT IS KNOWN TO THE CONSUMER
S. No Particulars No. of Respondents Percentage
1 Relation & Friends 20 40
2 TV 10 20
3 Newspaper 15 30
4 Other 5 10
Total 50 100

 40 percent of Respondents know about the Notebook from relation and
friends.
 20 percent of Respondents know about the Notebook from TV.
 30 percent of Respondents know about the Notebook Newspaper.
 10 percent of Respondents know about not use this Notebook.
26
CHART -6
WHAT WAY THE PRODUCT IS KNOWN TO THE CONSUMER
45
40
40
35
30
30
25
20
20
15
10
10
0
Relation & Friends TV Newspaper Other
27
TABLE – 7
MEMBERS ARE USING CLASSMATE NOTEBOOK THEIR FAMILY
S. NO Particulars No. of Respondents Percentage
1 2 Person 30 60
2 3 Person 15 30
3 4 Person 5 10
4 Above 4 Person 0 0
Total 50 100

 60 percent of respondents are family member is 2 persons using the
Classmate Notebook.
Classmate Notebook.
Classmate Notebook.
28
CHART – 7
MEMBERS ARE USING CLASSMATE NOTEBOOK THEIR FAMILY
70
60
60
50
40
30
30
20
10
10
0
0
2 Person 3 Person 4 Person Above 4 Person
29
TABLE- 8
WAY OF PURCHASING IN CLASSMATE NOTEBOOK
S.No Particulars No. of Respondents Percentage
1 Quality 30 60
2 Price 8 16
3 Design and outlook 7 14
4 Others 5 10
Total 50 100

 60 percent of respondents way for purchasing of quality.
 16 percent of respondents way for purchasing of price.
 14 percent of respondents way for purchasing of design and outlook.
 10 percent of respondents way for purchasing of other reason.
30
CHART- 8
WAY OF PURCHASING IN CLASSMATE NOTEBOOK
70
60
60
50
40
30
20 16
14
10
10
0
Quality Price Design and outlook Others
31
TABLE- 9
CONSUMER AVAILABLE IN YOUR AREA
1 Yes 50 100
2 No 0 0
Total 50 100

 100 percent of respondents available in our area.
32
CHART- 9
CONSUMER AVAILABLE IN YOUR AREA
120
100
100
80
60
40
20
0
0
Yes No
33
TABLE – 10
CONSUMER FEEL ABOUT THE PRODUCT
1 Comfortable 25 50
2 Eco Friendly 15 30
3 Brightness 10 20
4 Other 0 0
Total 50 100

 50 percent of respondents feel about the Classmate Notebook is
comfortable.
 30 percent of respondents feel about the Classmate Notebook is Eco
friendly.
brightness.
34
CHART – 10
CONSUMER FEEL ABOUT THE PRODUCT
60
50
50
40
30
30
20
20
10
0
0
Comfortable Eco-friendly Brightness Other
35
TABLE-11
CONSUMER USAGE DURATION
1 2-3 years 24 48
2 1 -2 years 16 32
3 3-4 years 7 14
4 Above 4 years 3 6
Total 50 100

 48 percent of respondent are using the Classmate Notebook 2-3 Years.
 6 percent of respondent are using the Classmate Notebook above 4
Years.
36
CHART-11
CONSUMER USAGE DURATION
60
50 48
40
32
30
20
14
10
6
0
2-3 years 1 -2 years 3-4 years Above 4 years
37
TABLE -12
CONSUMER FEEL ABOUT THE PRICE OF PRODUCT
1 Low price 23 46
2 Normal price 17 34
3 High price 10 20
Total 50 100

 46 percent of Respondents are feeling about the Classmate Notebook is
Low price.
Normal Price.
High Price.
38
CHART -12
CONSUMER FEEL ABOUT THE PRICE OF PRODUCT
50
46
45
40
34
35
30
25
20
20
15
10
0
Low price Normal price High price
39
TABLE – 13
CONSUMER CHANGES IN THE STYLE OF PRODUCT
1 Yes 45 90
2 No 5 10
Total 50 100

 90 percent of respondents are say the changes in Classmate Notebook.
 10 percent of respondents are not changes in the Classmate Notebook.
40
CHART – 13
CONSUMER CHANGES IN THE STYLE OF PRODUCT
100
90
90
80
70
60
50
40
30
20
10
10
0
Yes No
41
TABLE -14
EXPECTED CHANGES IN THE PRODUCT
1 Style 30 60
2 Quality 10 20
3 Price 8 16
4 Other 2 4
Total 50 100

 60 percent of respondents are changing the Classmate Notebook in style.
 20 percent of respondents are changing the Classmate Notebook in
quantity.
 16 percent of respondents are changing the Classmate Notebook in price.
 4 percent of respondents are changing the Classmate Notebook for other
reason.
42
CHART -14
EXPECTED CHANGES IN THE PRODUCT

70
60
60
50
40
30
20
20 16
10
4
0
Style Quality Price Other
43
TABLE-15
RECOMMENDATIONS OF THE PRODUCT
No. of
S.No Particulars Percentage
Respondents
1 Yes 50 100
2 No 0 0
Total 50 100

 100 percent of respondents are recommending the product to their
friends.
44
CHART-15
RECOMMENDATIONS OF THE PRODUCT

120
100
100
80
60
40
20
0
0
Yes No
45
TABLE-16
OPINION ABOUT THE PRODUCT AVAILABILITY
1 Easy available 50 100
2 Rarely available 0 0
Total 50 100

 100 percent of respondents are says that the product are easy available.
46
CHART-16
OPINION ABOUT THE PRODUCT AVAILABILITY
120
100
100
80
60
40
20
0
0
Easy available Rarely available
47
TABLE -17
OPINION ABOUT COMPETITORS OF THE PRODUCT

1 Camlin 28 56
2 Luxor 12 24
3 Navneet 6 12
4 Others 4 8
Total 38 100

 56 percent of respondents are say the Classmate Notebook competitors is
Camlin Notebook.
Luxor.
Naveneet.
 8 percent of respondents are say the Classmate Notebook competitors are
others.
48
CHART -17
OPINION ABOUT COMPETITORS OF THE PRODUCT
60
56
50
40
30
24
20
12
10 8
0
Camlin Luxor Navneet Others
49
TABLE-18
USING THE MODELS OF THE PRODUCT
1 Classmate Origami 27 54
2 Classmate Pulse 13 26
Classmate Sketch
3 6 12
Book
4 Others 4 8
Total 50 100

 54 percent of respondents are using the models in Classmate Origami.
 26 percent of respondents are using the models in Classmate Pulse.
 12 percent of respondents are using the models in Classmate Sketch
Book.
 8 percent of respondents are using the other models.
50
CHART-18
USING THE MODELS OF THE PRODUCT
60
54
50
40
30 26
20
12
10 8
0
Origami Pulse Sketch Book Others
51
TABLE – 19
NEED A MORE ADVERTISEMENT
1 Yes 35 70
2 No 15 30
Total 50 100

 70 percent of respondents are saying that needed more advertisement.
 30 percent of respondents are saying that No need advertisement.
52
CHART – 19
NEED A MORE ADVERTISEMENT
80
70
70
60
50
40
30
30
20
10
0
Yes No
53
TABLE-20
SATISFACTION OF THE CONSUMER
1 Highly satisfied 40 80
2 Satisfied 10 20
Total 50 100

 80 percent of Respondents are say that highly satisfied this product.
 20 percent of Respondents are satisfied this product.
54
CHART-20
SATISFACTION OF THE CONSUMER
90
80
80
70
60
50
40
30
20
20
10
0
Highly satisfied Satisfied
55
FINDINGS
 68 percent of the Male respondents

 100 percent of respondents using the Notebook.
 50 percent of respondents are using the Classmate Notebook.
 56 percent of respondents prefer for Classmate Notebook is writing
speed.
 40 percent of Respondents know about the Notebook from relation and
friends.
Classmate Notebook.
 60 percent of respondents way for purchasing of quality.
 100 percent of respondents available in our area.
comfortable.
Low price.
 90 percent of respondents are say the changes in Classmate Notebook.
 60 percent of respondents are changing the Classmate Notebook in style.
 100 percent of respondents are recommending the product to their
friends.
 100 percent of respondents are says that the product are easy available.
Cello Notebook.
 54 percent of respondents are using the models in Classmate Bright.
 70 percent of respondents are saying that needed more advertisement.
 80 percent of Respondents are say that highly satisfied this product.
56
57
SUGGESTIONS
 The media advertisement must be improved and modernized to attract
the new customer.
 More attention say be given in the models style.
 The company should concentrate more on its market as the number of
alternative Products increasing.
 Classmate Notebook Company can produce different types of watch to
the target person like children, adults, youngster, and aged people.
 If the company introduced the some new advertisement the customers
may increase.
 The customers are expecting change in style and quantity of product.
 The company should consider on the price of the product to increase the
sales.
58
LIMITATION
 The study is conducted in Cumbum town.
 The survey was conducted only among the limited size of responds.
 Some of the reproduce were not saving than opinions.
 The Researcher wants to gather the knowledge about the products Future
market share
59
CONCLUSION
During the market field survey I have got a lot of experience about the
survey of the Classmate Notebook, which enables to get the practical
experience and generate idea and I analyzed the different characteristics of
consumers.
From the field survey I know about the consumer's difference and their
needs on the Classmate Notebook. This survey should method is the best
method for collecting information regarding the product and the opinion of the
consumers. Market survey is essential to start any business. So each and ever
graduate
should have a through knowledge about the market condition.
I gained knowledge during the study. I hope the experience that I gained
throughout the completion of my project work will be a stepping - stone to
build up a bright career in future.
60
BIBLIOGRAPHY
Reference Books:
Modem Marketing Research - Kulkarni, Patil
Marketing Research - D.D. Sharma
Research Methodology - R.S. Guptha
Reference Websites:
www.google.com
www.wikipidia.com
www.classmateshop.org
61
A MARKET SURVEY ON CONSUMER PREFERENCE AND
SATISFACTION REGARDING OF CLASSMATE NOTEBOOK IN
CUMBUM TOWN
NAME: SEX :  MALE  FEMALE

AGE :
EDUCATION: OCCUPATION:
ADDRESS :
1. Are you use Notebook?

 Yes  No
2. Which company Notebook are you using?
 Classmate  Camlin  Luxor  Others
3. Why are you prefer the Classmate Notebook?
 Style  Eco friendly  Bright & White  Other
4. Which criteria influenced you to buy the Classmate Notebook?
 T.V. News Paper  Relation and Friends  Other
5. How many members are uses Classmate Notebook in your family?
 2 Persons  3 Persons  4 Persons  Above 4 Persons
6. What factors induced you to purchase Classmate Notebook?
 Price  Quality  Design and Outlook  Other
7. Is Classmate Notebook available in your area?
 Yes  No
8. How do you feel about the use of Classmate Notebook?
 Comfortable  Eco friendly  Brightness  Other
9. How long you using in the Classmate Notebook?
 1-2 Year  2-3 Year  3-4 Year  Above 4 Years
10. How do you feel about the price of Classmate Notebook?
 Low Price  Normal Price  High Price
62
11. Do you expect any changes in the style of Classmate Notebook?
 Yes  No
12. What kind of changes are you expecting?
 Price  Style  Quantity  Other
13. Will you recommend the product to your friends?
 Yes  No
14. What is your opinion about the availability of the Classmate Notebook?
 Easy Available  Rarely Available
15. According of your opinion which company is the straight competitors of
Classmate Notebook?
 Luxor  Navneet  Camlin  Others
16. Which models are you using in the Classmate Notebook?
 Classmate Origami  Classmate Pulse  Classmate Sketch
Book  Other
17. Do you think more, advertisement needed for the improvement of
Classmate Notebook?
 Yes  No
18. How much are you satisfied with Classmate Notebook?
 Satisfied  Highly Satisfied
19. Give your valuable suggestion to promote the Classmate Notebook?
63

MARKET RESEARCH

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MARKET RESEARCH

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INTRODUCTION

"Marketing Research is systematic problem analysis, model building and

The field survey is nothing, but just an analysis of consumer attitude

Marketing Research is an effective tool for measuring the consumers'

It provides a linkage between the corporate environment and the

An ultimate etymology of "client" may imply someone merely inclined

Recently in marketing instead of marketers generating broad

Law and politics

Geography and Climate

Cumbum town is located in the Theni District of Tamil Nadu, near

Average maximum temperatures are 41.6°C and 31.6°C respectively.

The nearest airport is Madurai and Kochi International Airport (Kerala)

"ITC Limited" was originally named "Imperial Tobacco Company of

In 1928, construction began for the company's headquarters, the

The company was converted into a Public Limited Company on 27

In 1973, ITC set up its integrated research center in Bangalore, aimed at

Y.C. Deveshwar took over as the company's chairman in 1996 and the

Launched in 2003, with an array of student notebooks, Classmate

Classmate enables Joyful Learning, which is the most powerful driver

Every offering of Classmate comprises of a bouquet of features and

Ranging from notebooks with best in class paper credentials for a

Classmate Interaktiv series is an innovative range of notebooks from

Pulse A5 hardbound notebook is a trendy range of notebooks from

 To study the market condition of Classmate Notebook in Cumbum town.

 To find out the consumer satisfaction level of the Classmate Notebook.

 To find out why the consumer prefer Classmate Notebook.

In this survey, convenient sampling method have been used 50 Persons

Data Collection Method:

Sample Size : 100 Readers

This is an attempt to organize and summarize data in order to increase

Percentage Analysis Method:

GENDER OF THE RESPONDENTS

Total 100 100

Source : Primary Data

The table shows that from among 100 respondents use

GENDER OF THE RESPONDENTS

TOTAL 100 100

Source : Primary Data

The table shows that from among 100 respondents use

CONSUMER USAGE OF NOTEBOOK

1 Yes 100 100

TOTAL 100 100

Source : Primary Data

The table shows that from among 100 respondents use,

CONSUMER USAGE OF NOTEBOOK

CONSUMER USING OTHER TYPES NOTEBOOK

Total 100 100

Source: Primary Data

The table shows that from among 100 respondents use,

CONSUMER USING OTHER TYPES NOTEBOOK

CONSUMER REASON FOR THE PREFER THE CLASSMATE

S.NO Particulars No. of Respondents Percentage

3 White & Bright 10 20

Source: Primary Data

The table shows that from among 50 respondents use,

CONSUMER REASON FOR THE PREFER THE CLASSMATE

WHAT WAY THE PRODUCT IS KNOWN TO THE CONSUMER

S. No Particulars No. of Respondents Percentage

1 Relation & Friends 20 40

Source : Primary Data

The table shows that from among 50 respondents use

WHAT WAY THE PRODUCT IS KNOWN TO THE CONSUMER