PROJECT REPORT

(Submitted for the Degree of B. Com Honours in

Marketing under the University of Calcutta)
TITLE OF THE PROJECT
Consumers Behaviour Towards
“ ITC Classmate Notebooks. ”

Submitted By
NAME: PRATIK KUMAR HARLALKA
REGISTRATION NO: 017-1111-3291-19
CU ROLL NO: 191017-21-1065
NAME OF THE COLLEGE: THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

COLLEGE UID: 0103193341

Supervised By
NAME OF THE SUPERVISOR: RANITA SREEMAY

NAME OF THE COLLEGE: THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

MONTH & YEAR OF SUBMISSION

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

1.
 Supervisor's Certificate
This is to certify that Mr. Pratik Kumar Harlalka a student of
B.Com. Honours Marketing of The Bhawanipur Education
Society College under the University of Calcutta has worked
under my supervision and guidance for his Project Work and
prepared a Project Report with the title “Consumers
Behaviour Towards ITC Classmate Notebooks” which he is
submitting, is his genuine and original work to the best of my
knowledge.

Signature:
Name: RANITA SREEMAY
Designation: LECTURER
Name of the College:- THE BHAWANIPORE
EDUCATION SOCIETY COLLEGE

Place: Kolkata

Date:

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

2.
 Student's Declaration
I hereby declare that the Project Work with the title
“Consumers Behaviour Towards ITC Classmate Notebooks”
submitted by me for the partial fulfilment of the degree of
B.Com. Honours in Marketing in Business under the
University of Calcutta is my original work and has not been
submitted earlier to any other University for the fulfilment of
the requirement for any course of study. I also declare that no
chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by
others or by me. However, extracts of any literature which has
been used for this report has been duly acknowledged
providing details of such literature in the references.

Signature:

Name: PRATIK KUMAR HARLAKA

Address: Bhawanipore, Kolkata- 700104

Registration No: 017-1111-3291-19

Place: Kolkata

Date:

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

 3.

Acknowledgement
At the completion of my project, I would like to express my sincere
gratitude to all the people without whose support this project could
not be completed.

At the onset, I would like to thank “THE BHAWANIPUR

EDUCATION SOCIETY COLLEGE” for having provided me with a
wonderful opportunity to pursue my bachelor’s degree in this
institution

I would like to acknowledge the constant help of my project

supervisor Ranita Sreemay, who has given necessary suggestion,
expert guidance, and support for completion of the project.

Finally, I am gratefully acknowledging the support of my family and

friends during the completion of this project.

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

4.
 TABLE OF CONTENTS

Chapter
no.
TITLE Page no.

1. Chapter 1: Introduction
Introduction 7.
1.1 8.
1.2 (Background of the Study.)
Review of Literature. 9.
1.3 10.
1.4 Objectives of the study.
Study Area. 11.
1.5
1.6 Research Methodology. 12.
1.7 Limitations of the study. 13.

2. Chapter 2: Conceptual Framework

2.1 Introduction 15.
2.2 History about the ITC notebooks. 17.
2.3 National Scenario. 19.
2.4 Company Profile. 20-24

3. Chapter 3: Analysis & Findings

3.1 Sample Size. 26
3.2 Statistical Tools used. 26
3.3 Data Analysis and Interpretation. 27-40
3.4 Graphical Representation of the data. (Pie Charts) 27-40

4. Chapter 4: Conclusion

Conclusion 42
4.1 43
Recommendation for improvement
4.2

5. ANNEXURE
44-49
BIBLIOGRAPHY

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 5.

Chapter 1

INTRODUCTION

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6.
1.1 INTRODUCTION:
 
ITC made its entry to the education and stationery business with its Paperkraft brand in the
premium segment in 2002; and later expanded into the popular segment with its Classmate
brand in 2003. By 2007, Classmate became the largest Notebook brand in the country.
Together, Classmate and Papercraft offer a range of products in the Education & Stationery
space to the discerning consumer, providing unrivalled value in terms of product & price.

Classmate and Paperkraft have become a natural extension of the consumer. Meticulous
understanding of consumer needs helped creating a relevant and comprehensive portfolio
satisfying the needs of different sets of consumers.

ITC is the manufacturer of India's first Ozone treated environment friendly Elemental
Chlorine Free (ECF) pulp, paper and paperboard. It blends its knowledge of image
processing, printing and conversion garnered from Packaging & Printing Business with its
brand building and trade marketing & distribution strengths resident in its FMCG business to
offer superior value products to consumers.

Classmate over years has transformed itself from being a notebook brand to a provider of the
complete stationery portfolio with the product range including high quality writing
instruments (ball, gel & roller pens & mechanical pencils), mathematical instruments
(geometry boxes), scholastic products (erasers, sharpeners and rulers) and art stationery
products (wax crayons, plastic crayons, sketch pens and oil pastels).

Classmate also offers the proposition of 'Do-It-Yourself notebook cover customization'

through its platform classmateshop.com

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

7.
1.2 BACKGROUND OF THE STUDY:
 

Classmate is an Indian brand of student stationery products. ITC Limited (formerly Indian

Tobacco Company) launched its Classmate brand in 2003 with the notebooks category.
Subsequently, Classmate added pens, pencils, mechanical pencils and geometry boxes to its
portfolio.

Paper and paper-related products are tremendously gaining demand in the market. Which,
paper stationery market over the years has gained immense popularity in the school and
office segment throughout the world. Revolution for these products has come to birth in the
past few years majorly in developing nations and it’s having an immense value in terms of
export and import. It is expected that the stationery industry has a flourishing future in its
coming years in India and over a period is estimated to grow at 10 to 15% p.a. The
manufacturers of various countries including India, China, Indonesia, etc. have started
building new product strategies, which helps in reducing their overall cost without
compromising on quality thus producing a good quality product at a competitive price.

Notebook market leader ITC Classmate has launched origami notebooks, the first in the series
of engagement-based notebooks, under its Classmate Interaktiv series.
Aimed at encouraging students to learn through “Do It Yourself” activities
these origami notebooks will enhance their creativity and imagination through experiential
learning.

According to recent survey results, there is a growing belief that self-service instruction will
become more prevalent for lifelong learning. And towards this, learners are patching together
their education from a menu of options, including self-teaching, short courses and bootcamps.
The Origami notebooks include specialized DIY origami sheets and would focus on enhanced
consumer engagements through videos, contests and so on. This will be followed by more
unique product offerings and collaborations in the months to come, which will enable learning
and creativity amongst young consumers.

As part of the launch, Classmate is running the “Origami Champions” where anyone who
collects all eight designs and shares the same on Classmate’s Facebook or Instagram handle,
stands a chance to win exclusive gifts from Classmate.

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

8.
1.3 REVIEW OF LITERATURE:

The research study has helped in understanding and analysing customer behavior
towards services and products offered to customers by ITC. Every player in the
Notebook industry is trying to cover more market share than the other. So the
company must be more alert in providing high-quality service and awareness to
customers. This has also helped to identify the contribution and the research gap
which facilitates in designing the framework of this study and in the formulation
of the questionnaire for data collection and conducting research. As per
CAMPAIGN INDIA TEAM – ITC recreates memories of school with classmate
notebooks.  As per Pooja Ahuja Nagpal – ITC Classmate sings a ‘signature’ tune
to celebrate individuality. As  per Raahil Chopra – ITC Classmate urges kids
to be themselves, and stay ‘one of a kind’.

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

9.
1.4 OBJECTIVES:

 To know about the notebook industry.

 To study the purchase pattern of notebook consumers
 To know the factors influencing the consumption of notebook consumers.
 To know which price range of notebooks is mostly preferred.
 To know the impact of notebook advertisements on the consumers.
 To know how much these advertisements are effective.
 To help the company to design an effective marketing mix for its target
audience.

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

 10.

1.5 STUDY AREA:

The study is done with the reference of ITC classmate notebooks and the main aim for the
conducting research was to get to know the consumer behaviour towards the classmate
notebooks .

Studying the consumer behaviour is important because it aligns the way the consumer thinks
while making decisions when he/she decides to buy a particular product. It also helps us to
analyse and gather the data which is required to know the behaviour of consumer in order to
improve consumers purchasing experience .

Hence the study is done to know the purchasing power , choice and preferences of consumers
when it comes to buying different kind of stationery products particularly notebooks .

The primary data responses are collected from Bangalore, Delhi, Kolkata, Mumbai.

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 11.

1.6 Research Methodology

The research methodology used in this study is designed as an empirical work based on both
secondary data and primary data, obtained through pre-tested questionnaire, internet
browsing, direct personal interviews of selected persons involved in this sector as well as.

Source of Data
  Source of Primary Data - The study makes use of primary data. The

primary data collected through the questionnaire from the 76 customers

of ITC Classmate notebook consumers.

  Source of Secondary Data - The Main sources of secondary data are

websites, books, magazines etc.

Sample Size
The study is conducted based on 76 selected sample and findings are drawn based on
their response.

Sampling Technique
Simple random sampling technique has been chosen for selecting the sample for this
study.

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

 12.

1.7 Limitations of the Research

Apart from the needs and importance of the study there are limitations also
these limitations are as follows :

 The study is confined to India only. Not to the consumers around the world .
 the survey was conducted in 2 months which is very short period of time to
get accurate result out of it therefore it was time consistent .
 Some of the consumers were not interested to give the accurate information
about the product, therefore the data extracted from the survey might be
manipulated .
 the research has been confined only to 76 respondents.
 The studies based on the figure available and the information given by the
customers .
 there was no particular age group decided for this particular survey.

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

 13.

Chapter 2

CONCEPTUAL FRAMEWORK

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 14.

2.1 Introduction

ITC Limited (formerly Indian Tobacco Company) launched its Classmate brand in 2003 with
the notebooks category.

...

Classmate (stationery)

Industry Consumer goods

Founded 2003

Headquarters Kolkata, India

Area served India

Key people Shailendra Tyagi (CEO)

ITC made its entry to the education and stationery business with its Paperkraft brand in the
premium segment in 2002; and later expanded into the popular segment with its Classmate
brand in 2003. By 2007, Classmate became the largest Notebook brand in the country.
Together, Classmate and Paperkraft offer a range of products in the Education & Stationery
space to the discerning consumer, providing unrivalled value in terms of product & price.

Classmate and Paperkraft have become a natural extension of the consumer. Meticulous
understanding of consumer needs helped creating a relevant and comprehensive portfolio
satisfying the needs of different sets of consumers.
ITC is the manufacturer of India's first Ozone treated environment friendly Elemental
Chlorine Free (ECF) pulp, paper and paperboard. It blends its knowledge of image
processing, printing and conversion garnered from Packaging & Printing Business with its
brand building and trade marketing & distribution strengths resident in its FMCG business to
offer superior value products to consumers.

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

 15.

Classmate over years has transformed itself from being a notebook brand to a provider of the
complete stationery portfolio with the product range including high quality writing
instruments (ball, gel & roller pens & mechanical pencils), mathematical instruments
(geometry boxes), scholastic products (erasers, sharpeners and rulers) and art stationery
products (wax crayons, plastic crayons, sketch pens and oil pastels).

Classmate also offers the proposition of 'Do-It-Yourself notebook cover customization'

through its platform classmateshop.com

Classmate is an Indian brand of student stationery products. ITC Limited (formerly Indian

Tobacco Company) launched its Classmate brand in 2003 with the notebooks category.
Subsequently, Classmate added pens, pencils, mechanical pencils and geometry boxes to its
portfolio.

Classmate notebooks consist of many variants including notebooks, practical books,

drawing books and reminder pads, with a theme on the related information inside

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

 16.

2.2 History of ITC Notebooks

About the Notebooks:

 A notebook (Notepad, Writing pad, Drawing pad, Legal pad) is a book or binder
composed of pages, often ruled, made out of paper, used for purposes including
recording notes or memoranda. Writing, drawing, and scrapbooking.
Contents:

·  Paper Notebooks
·  Legal pad
·  Binding and Cover
·  Pre Printing
·  Uses
1. Paper Notebooks- Notebooks for sale at a department store Paper notebooks can be
distinguished by: 
 Form Factor (size and weight).
  Binding and cover material (including printing and graphics).
  Pre-printing material on writing surfaces (lines graphics, text).

2. Legal Pads-  According to legend, Thomas W. Holley of Holyoke, Massachusetts

invented the legal pad around the year 1888 when he Innovated the idea to collect all the
sorting, various sorts of substandard paper scraps from various factories, and stitch them
together in order to sell them as pads at an affordable and fair price. In about 1900, the latter
then evolved into the modern legal pad when a local judge requested for a margin to be drawn
on the left side of the paper. This was the first legal pad.

The only technical requirement for this type of stationery to be considered a true
“legal pad” is that it must have a margin of 1.25 inches (3.17 cm) from the left
edge of a legal pad. Here, the margin, also known as down lines, is a room used to
write notes or comments. Legal pads usually have a gum binding at the top as
opposed to a spiral or stitched binding.

3. Binding and cover-  Principle types of binding are padding, perfect, spiral, comb,
sewn, clasp, disc, and pressure, some of which can be combined. Binding methods can affect
whether a notebook can lie flat when open and whether the pages are likely to remain
attached. The cover material is usually distinct from the writing surface material, more
durable, more decorative, and more firmly attached. It also is stiffer than the pages even taken
together, cover materials should not contribute to damage or discomfort.

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 17.

It is frequently cheaper to purchase notebooks that are spiral-bound, meaning that

a spiral of wire is looped through large perforations at the top or side of the page.
Other bound notebooks are available that use glue to hold the pages together, this
process is called “padding”. Today, it is common for pages in such notebooks to
include a thin line of perforations that make it easier to tear out the page. Spiral-
bound pages can be ton-out page hard-bound notebooks that include a sewn
spine, and the pages open flat, while others cause the pages to drape. 

Variations of notebooks that allow pages to be added, removed, and replaced are
bound by either rings or discs. In each of these systems, the pages are modified
with perforations that facilitate the specific binding mechanism’s ability to secure
them. Ring-bound and rod-bound notebooks secure their contents by threading
perforated pages around straight or curved prongs. In the open position, the pages
are kept in order. Disc-bound notebooks remove the open or closed operation by
modifying the pages themselves. A page perforated for a disc-bound binding
system contains a row of teeth along the side edge of the page that grip onto the
outside raise of the perimeter of the Individuals discs.

4. Pre Printing- Notebooks used for drawing and scrapbooking are usually blank.
Notebooks for writing usually have some kind of printing on the writing material, if only lines
to align writing or facilitate certain kinds of drawing. Invertors' notebooks have page numbers
preprinted to support priority claims. They may be considered grey literature. Many
notebooks have graphic decorations. Personal organizers can have various kinds of pre-
printed pages.

5. Uses - Artists often use large notebooks which include wide spaces of blank paper
appropriate for drawing. Lawyers use rather large notebooks known as “legal pads” that
contain lined paper (often yellow) and are appropriate for use on tables and desks. These
horizontal lines or “rules” are sometimes classified according to their space apart with “wide
rule” the farthest, “college rule” closer, “legal rule” slightly closer, and “narrow rule” closest,
allowing more lines of text per page.
 
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18.

2.3 NATIONAL SCENARIO:

The Indian stationery industry is highly scattered and is largely dominated by the
unorganized sector and the situation is quite alarming for the organized player's industry.
Factors like lack of modern production facilities, unorganized nature of functioning,
marginal demands, government policies, and international competition are largely
contributing to the slow growth of the organized stationery industry in India.

However, the industry is now showing signs of organized growth, as a result of the
tremendous increase in the demand for stationery products in India. This demand can be
attributed to the entry of a large number of international brands into India. The Indian
stationery industry is largely shared by educational and office stationery products.
Particularly in the school stationery category, the percentage of schoolbooks captures the
bulk of the market. The national market for syllabus-based books is estimated at Rs10
billion and is growing at 20 percent per annum. Relatively, other departments from the
stationery industry generate a more or less equal percentage of growth. 

Consumers want an increased variety of choices in stationery products ranging from the
private label/branded, domestic/international, etc. As companies expand their footprint, it
is essential that they provide their workforce with the right tools to make their jobs easier
— pens that last, highlighters that do not dry up, file folders that are durable, etc. It is
important to ensure that products are of good quality and priced competitively.”

 Though competition drives the market crazy for new products, it has its positive side too,
as this way the consumer can get the best product he wishes for, in different price ranges.
Indian buyers are price sensitive but are ready to spend more if dependable products are
offered. However, the buying behavior of the consumer towards stationery products is that
of rawness about the variety of products or the correct usage of the product available in the
market. This is because the share of the unorganized players in the industry is much higher
than the organized players. 
THE BHAWANIPUR EDUCATION SOCIETY COLLEGE, KOLKATA

19.

ITC COMPANY PROFILE: 

 ITC was incorporated on August 24, 1910, under the name Imperial Tobacco Company of India
Limited. As the Company’s ownership progressively Indianised, the name of the Company was
changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in
1970 and then to ITC Limited in 1974. In recognition of the company’s multi-business portfolio
encompassing a wide range of businesses – Fast Moving Consumer Goods comprising Foods,
Personal Care, Cigarettes and Cigars, Branded Apparel, Education and Stationery Products, Incense
Sticks and Safety Matches, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business and
Information Technology- the full stops in the Company’s name were removed effective September
18, 2001. The Company now stands rechristened ‘ITC Limited, ‘where ‘ITC’ is today no longer an
acronym or an initialized form.

A Modest Beginning

The company’s beginnings were humble. A leased office on Radha Bazar Lane,
Kolkata,

was the center of the Company’s existence. The company celebrated its 16 birthday on
th

August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now
renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the
company was historic in more ways than one. It was to mark the beginning of a long
and eventful journey into India’s future. The company’s headquarter building,
‘Virginia House’, which came upon the plot of land two years later, would go on to
become one of Kolkata’s most venerated landmarks.
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20.

Packaging and Printing: Backward Integration

Though the first six decades of the Company’s existence were primarily devoted to the
growth and consolidation of the Cigarettes and Leaf Tobacco businesses, ITC’s
Packaging & Printing Business was set up in 1925 as a strategic backward integration
for ITC’s Cigarettes business. It is today India’s most sophisticated packaging house.

Entry into the Hospitality Sector – A ‘Welcome’ Move

The seventies witnessed the beginnings of a corporate transformation that would usher in
momentous changes in the life of the company. In 1975, the company launched its
Hotels business with the acquisition of a hotel in Chennai which was rechristened ‘ITC-
Welcome group Hotel Chola’ (now renamed My Fortune, Chennai). The objective of
ITC’s entry into the hotel business was rooted in the concept of creating value for the
nation. ITC chose the Hotel business for its potential to earn high levels of foreign
exchange, create tourism infrastructure and generate large-scale direct and indirect
employment. Since then ITC’s Hotels business has grown to occupy a position of
leadership, with over 100 owned and managed properties spread across India under four
brands namely, ITC Hotels- Luxury collection, Welcome Hotels, Fortune Hotels, and
Welcome Heritage.

ITC Hotels recently took its first step toward international expansion with an
upcoming super-premium luxury hotel in Colombo, Sri Lanka. In addition, ITC
Hotels also recently tied up with RP ITC Hotels’ 5-star ‘Welcome Hotels’ brand
and the mid-market to upscale ‘Fortune’ brand.

Paperboards & Speciality Papers – Development of a Backward

Area

In 1979. ITC entered the paperboards business by promoting ITC Bhadrachalam

Paperboards Limited. Bhadrachalam Paperboards amalgamated with the company
effective March 13, 2002, and became a Division of the Company, Bhadrachalam
Paperboards Division. In November 2002, this division merged with the Company’s
Tribeni Tissues Division to form the Paperboards & Specialty Papers Division. ITC’s
paperboards’ technology, productivity, quality, and manufacturing processes are
compared to the best in the world. It has also made an immense contribution to the
development of Sarapaka, an economically backward area in the state of Andhra
Pradesh. It is directly involved in education, environmental protection, and community
development. In 2004, ITC acquired the paperboard manufacturing facility of BILT
Industrial Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit
allows ITC to improve customer service with reduced lead time and a wider product
range.
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21.

Nepal Subsidiary – First Steps beyond National Borders

In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint
venture. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its
name was changed to Surya Nepal Private Limited (Surya Nepal). In 2004, the company
diversified into manufacturing and exports of garments.
Paperboards & Specialty Papers – consolidation and expansion
In 1990, ITC acquired Tribeni Tissues Limited, a specialty paper manufacturing
company and a major supplier of tissue paper to the cigarette industry. The merged entity
was named the Tribeni Tissues Division (TTD). To harness strategic and operational
synergies, TTD was merged with the Bhadrachalam Paperboards Division to form the
Paperboards & Specialty Papers Division in November 2002.

Agri Business – Strengthening Farmer Linkages

Also in 1990, leveraging its Agri-sourcing competency, ITC set up the Agri Business
Division for the export of Agri-commodities. The Division is today one of India's largest
exporters. ITC's unique and now widely acknowledged e-Choupal initiative began in
2000 with soya farmers in Madhya Pradesh. Now it extends to 10 states covering over 4
million farmers.

2002: Education & Stationery Products - Offering the Greenest

products

ITC launched a line of premium range of notebooks under the brand Papercraft in 2002.
To augment its offering and reach a wider student population, the Classmate range of
notebooks was launched in 2003. Classmate over the years has grown to become India's
largest notebook brand and has also increased its portfolio to occupy a greater share of
the school bag. Years 2007- 2009 saw the launch of Practical Books, Drawing Books,
Geometry Boxes, Pens, and Pencils under the 'Classmate' brand. In 2008, ITC
positioned the business as the Education and Stationery Products Business and launched
India's first environment-friendly premium business paper under the 'Paperkraft' Brand.
'Paperkraft' offers a diverse portfolio in the premium executive stationery and office
consumables segment. In 2010, Colour Crew was launched as a new brand of art
stationery.
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Lifestyle Retailing – Premium Offerings

ITC also entered the Lifestyle Retailing business with the Wills Sport range of
international quality relaxed wear for men and women in 2000. The Wills Lifestyle
chain of exclusive stores later expanded its range to include Wills Classic formal wear
(2002) and Wills Club life evening wear (2003). ITC also initiated a foray into the
popular segment with its men's wear brand, John Players, in 2002. In 2006, Wills
Lifestyle became the title partner of the country's premier fashion event - Wills Lifestyle
India Fashion Week - which has gained recognition from buyers and retailers as the
single largest B-2-B platform for the Fashion Design industry. To mark the occasion,
ITC launched a special 'Wills Signature', taking the event forward to consumers.

Information Technology - Business Friendly Solutions

In 2000, ITC spun off its information technology business into a wholly-owned
subsidiary, ITC Infotech India Limited, to more aggressively pursue emerging
opportunities in this area. Today ITC InfoTech is one of India's fastest-growing global
IT and IT-enabled services companies and has established itself as a key player in
offshore outsourcing, providing outsourced IT solutions and services to leading global
customers across key focus verticals - Banking Financial Services & Insurance (BFSI),
Consumer Packaged Goods (CPG), Retail, Manufacturing, Engineering Services, Media
& Entertainment, Travel, Hospitality, Life Sciences, and Transportation & Logistics.
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23.

2001: Branded Packaged Foods - Delighting Millions of Households

ITC's foray into the Foods business is an outstanding example of successfully blending
multiple internal competencies to create a new driver of business growth. It began in
August 2001 with the introduction of 'Kitchens of India' ready-to-eat Indian gourmet
dishes. In 2002, ITC entered the confectionery and staples segments with the launch of
the brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). 2003
witnessed the introduction of Sunfeast as the Company entered the biscuits segment.
ITC entered the fast-growing branded snacks category with Bingo! in 2007. In 2010,
ITC launched Sunfeast Yippee! To enter the Indian instant noodles market. In just over
a decade, the Foods business has grown to a significant size under seven distinctive
brands, with an enviable distribution reach, a rapidly growing market share, and a solid
market standing.

2002: Agarbattis & Safety Matches - Supporting the Small and Cottage
Sector

In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the

entire value chain found yet another expression in the Safety Matches initiative. ITC
now markets popular safety matches brands like iKno, Mangaldeep, and Aim.

 
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Chapter 3

DATA FINDINGS & ANALYSIS

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25.

3.1 Sample Size

The studies conducted based on 76 selected sample and findings are drawn
based on their responses .

3.2 Statistical Tools Used:

The study has been analysed using pie charts and also by using the data which is
a primary source .

3.3 Data Analysis and interpretation :

Q1. Gender Classification:-

Table-

Gender No. of respondents Percentage

Male 37 50%
Female 38 48.7%
Other 1 2.3%

Chart:-
Interpretation:-
The table shows that 37 respondents are male and remaining 38 respondents
are female.

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26.

Q2. Age Classification:-

Table:-

Age No. of respondents Percentage

10 - 22 44 57.9%
23 - 35 20 26.3%
36 - 40 9 11.8%
40 + 3 4%

Chart:-
Interpretation:-

The table shows that 44 respondents are from 10 - 22 age group, 20

respondents are from 23 - 35 age group, 9 respondents are from 36 - 40 age
group, 3 respondents are from above 40 age group.

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Q3. Profession Classification:-

Table-

Profession Respondents Percentage

Employer 9 12%
Student 50 66.7%
Businessman 11 14.7%
Other 5 6.6%
Chart-

Interpretation:-

The table shows the 50 respondents are students,11 respondents are

Businessman, 9 respondents are employer and 5 respondents are from other
profession.

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Q4. ITC Notebook Usage :-

Table-

Usage No. of respondents Percentage

Yes 63 82.9%
No 4 5.3%
Maybe 9 11.8%

Chart-
Interpretation:-

The table shows that 63 respondents are buying ITC Classmate notebooks. The
pie chart shows that all respondents are buying the ITC Classmate notebook
because of the paper quality and the discounts.

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Q5. Alternative Option for the product:-

Table-

Preferences No. of respondents Percentage

Kokuiyo Camlin 7 11.1%
Navneet Education 12 19%
Reynolds 1 1.6%
 Others 43 68.3%

Chart-

Interpretation-
The table shows 43 respondents prefer other company , 12 respondents prefer
Navneet Education, 7 respondents prefer Kokuiyo Camlin, 1 respondent prefer
Reynolds notebook.

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Q6. Classification on the basis of purpose :-

Table-
Purpose No. of respondents Percentage
Writing Notes 56 73.7%
Maintaining journal 12 15.8%
Drawing 4 5.5%
Writing responses 4 5.5%
Chart-

Interpretation:-

The table shows 56 respondents use ITC notebooks to write notes, 12

respondents use this for maintaining journal, 4 respondents use for drawing
and other 4 respondents use this notebook for writing responses.

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Q7. Classification on the basis of area of purchasing :-

Table-
Area of purchasing No. of respondents Percentage
Book shop 24 31.6%
Retail shop 22 28.9%
Wholesale shop 20 26.3%
Online 10 13.2%
Chart-

Interpretation-

The table shows that 24 of the respondents buy the ITC Classmate notebook
from the book shops, 22 respondents buy them from the retail shop, 20
respondents buy them from the wholesale shop and remaining 10 respondents
buy them from online sites.

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Q8. Classification on the basis of level of satisfaction with the product:-

Table-

Rating No. of respondents Percentage

Average 7 9.2%
 Moderate 2 2.6%
Good 25 32.9%
Excellent 42 55.3%

Chart-

Interpretation-

The table shows 55.3% respondents have an excellent experience with the
product, 32.9% respondents have a good experience with the product, 9.2%
respondents have an average experience and 2.6% respondents have
moderate experience with ITC Classmate notebooks.

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33.

Q9. Classification on the basis of opinion regarding the product :-

Table-

Opinion No. of respondents Percentage

Affordable 57 75%
Overpriced 8 10.5%
 Expensive 9 11.8%
Inexpensive 2 2.7%

Chart-

Interpretation-

The table shows 75% respondents consider the product as affordable, 11.8%
respondents consider the product as expensive, 10.5% respondents consider
the product as overpriced, 2.7% respondents consider the product as
inexpensive.

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Q10:- Classification the basis of review of the product-

Table-
 Review No. of respondents Percentage
Yes 62 81.6%
No 3 14.5%
Maybe 11 3.9%

Chart-

Interpretation-

The table shows 81.6% respondents agreed about the paper quality of the
notebooks, 14.5% respondents disagreed and 3.9% are not sure about the
paper quality.

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Q11. Classification regarding the quantity of purchase:-

Table-
 Quantity No. of respondents Percentage
1-3 29 38.2%
1-5 32 42.1%
1 - 12 13 17.1%
More than 12 2 2.6%

Chart-

Interpretation-

The table shows 38.2% respondents purchase 1-3 notebooks at a time, 42.1%
respondents purchase 1-5 notebooks , 17.1% purchase 1-12 notebooks and
2.6% respondents purchase more than 12 notebooks at a time

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Q12- Regarding the message of good cause :-

Table-

Option No. of respondents Percentage

Yes 70 92.1%
 No 6 7.9%

Charts-

Interpretation-

The table shows 92.1% respondents are aware about the contribution towards
good cause and 7.9% are not aware about it.

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Q13- Scope of improvement:-

Table-

Opinion No. of respondents Percentage

yes 11 14.7%
No 40 53.3%
 May be 24 32%

Chart-

Interpretation-

The table shows 14.7% of respondents think there is a need of improvement in

the quality of product, 53.3% of respondents think there Is no need of
improvement in the quality of product. 32% of respondents are okay with the
product.

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38.

Q14- Regarding the accessibility of the product :-

Table-

Accessibility option No. of respondents Percentage

Yes 66 86.8%
No 4 7.9%
 Maybe 6 5.3%

Chart-

Interpretation-

The table shows 86.8% of respondents think that the product is easy to carry
or handy to use, 7.9% of respondents think that the product is not so handy,
5.3% respondents are having average opinion about the notebook.

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Q15- Classification on the basis of recommendation of product:-

Table-
 Options No. of respondents Percentage
Yes 64 84.2%
No 2 13.2%
Maybe 10 2.6%

Chart-

Interpretation-

The table shows 84.2% of respondents would recommend these ITC Classmate
Notebook , whereas 13.2 % and 2.6% are not sure about it.

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3.4 DATA FINDINGS:

The following are the findings that appeared while analysing the study:

1. Majority of the Respondent's satisfaction level is good.

2. Majority of the Respondents are using ITC Classmate Notebooks

 3. Majority of the Respondents are using for writing Notes.

4. Majority of the Respondent's opinion about the quality is good.

5. Majority of the Respondents are aware through advertisement.

6. Majority of the Respondents are using Pencils, Erasers for other products of ITC.

7. Majority of the Respondents agree that the notebook is very handy and easy to use

8. Majority of the Respondents are satisfied with the product and are ready to.

recommend it to others .

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Chapter 4
CONCLUSION & SUGGESTION

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4.1 CONCLUSION
As per the market scenario people has known the liking pattern of the ITC Stationery
products. It is observed that overall retailers like to buy Stationery products of other
companies. It is concluded that mostly people preferred Classmate of ITC due to its high
quality and image. Some people often like to have good Quality at lower price that's why they
prefer other brands. Due to quality and brand image the ITC have they are able to attract the
customers. It is thus concluded from the facts collected most of the market covered by the
ITC but the concentration on advertisement & promotional activities will help them to
become a market leader in stationery products.

4.2 SUGGESTIONS:

1) Try to introduce new notebooks

2) They have to improve Quality & Quantity.

3) Change the old models of Notebooks.

4) Provide more Market networks.

5) Try to give more Promotional Activities to improve sales.

6) Try to create more creativity in advertisements to attract consumers.

7) Try to Reduce the Price of the Notebooks.

8) Can use social media platform for digital marketing.

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 ANNEXURE

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QUESTIONAIRE
Q1. What is your gender?

a) Man
b) Woman
 c) Other

Q2. What is your Age?

a) 10-22
b) 23-35
c) 36-40
d) 40+

Q3. What is your profession?

a) Student
b) Employer
c) Businessman
d) Other

Q4.Do you use the ITC classmate notebook?

a) Yes
b) No
c) Maybe

Q5.If not, then which notebook brand do you usually prefer?

a) Koyuko camlin
b) Navneet education
c) Reynolds
d) Other

Q6.For what purpose do you use the ITC classmate notebook?

a) To write notes
b) To maintain journal
c) To write responses
d) Drawing
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Q7.Where do you buy this product?

a) Book Shop
b) Retail shop
 c) Wholesale shop
d) online

Q8.What is your level of satisfaction with the product?

a) Average
b) Moderate
c) Excellent
d) Good

Q9.What is your opinion regarding the price of the product?

a) Affordable
b) Expensive
c) Inexpensive
d) Overpriced

Q10.Do you think ITC Classmate notebooks are one of the best quality
notebooks?

a) Yes
b) No
c) Maybe

Q11.How many notebooks do you purchase at a time?

a) 1-3
b) 1-5
c) 1-12
d) More than 12

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Q12Do you know the fact that every ITC classmate notebook you buy
contributes towards a good cause that is to educate backward children?

a) Yes
b) No
Q13.Do you think the quality of the ITC Classmate notebooks is required to be
improved?

a) Yes
b) No
c) Maybe

Q14.Do you think ITC Classmate notebooks are easy to carry or handy to use?

a) Yes
b) No
c) Maybe

Q15.Will you suggest ITC classmate notebooks for your friends to use?

a) Yes
b) No
c) Maybe

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 BIBLIOGRAPHY

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Website:
● WWW.ITCPORTAL.COM.

● WWW.CLASSMATESTATIONARY.COM

● WWW.GOOGLE.COM

● WWW.WIKIPEDIA.COM

Books:

• Principle of marketing- by Philip Kothlar

• Marketing management- by Philip Kothlar

• Building a brand story- by Donald Miller

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