SUMMER TRAINING REPORT ON

CONSUMER BEHAVIOUR TOWARDS THE PRODUCT AND

THE ORGANIZATION

Undertaken at

“B.S.G. (INDIA)”

Submitted in partial fulfillment of the requirements

for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

to

Guru Gobind Singh Indraprastha University, Delhi

SUBMITTED BY: FACULTY NAME:

Akansha Tyagi Dr. Sandeep Kumar

MBA-3sem(A) (Associate Professor)
00421303918

Session:2018-2020
 To Whom It May Concern

I AKANSHA TYAGI Enrolment No. (00421303918) from MBA-III(A) Sem, Shift

2ND of the Tecnia Institute of Advanced Studies, Delhi hereby declare that the
Summer Training Report (MS-201) entitled CONSUMER BEHAVIOUR
TOWARDS THE PRODUCT AND THE ORGANIZATION is an original work and
the same has not been submitted to any other Institute for the award of any other
degree. A presentation of the Summer Training Report was made on Consumer
Behaviour Towards The Product And The Organization and the suggestions as
approved by the faculty were duly incorporated.

Date:
Signature of the Student

Certified that the Summer Training Report submitted in partial fulfillment of Master
of Business Administration (MBA) to be awarded by G.G.S.I.P. University, Delhi by
AKANSHA TYAGI Enrolment No.( 00421303918) has been completed under my
guidance and is satisfactory.

Date: Signature of the Faculty Guide

 ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude and deep regards to my guide
Dr. Sandeep Kumar for his exemplary guidance, monitoring and constant
encouragement throughout the course of this project. The blessing, help and guidance
given by (him/ her) time to time shall carry me a long way in the journey of life on
which I am about to embark.

Last but not least, my sincere thanks to my parents and friends for their wholehearted
support and encouragement.

I also hereby declare that the project work entitled “CONSUMER BEHAVIOUR
TOWARDS THE PRODUCT AND THE ORGANIZATRION ” under the guidance
of Dr. Sandeep Kumar is my original work and it has not been submitted earlier in
any other university or institution.

AKANSHA TYAGI

00421303918
TABLE OF CONTENTS
S Topic Page No
No

1 Certificates
2 Summer Training Appraisal

3 Acknowledgement

4. Chapter I: Introduction 1-15

5. Chapter II: Review of Literature 16-17

6. Chapter III: Research Methodology 18-19

7. Chapter IV: Data Presentation & Interpretation 20-26

8. Chapter V: Findings & Conclusions 27-29

9. ANNEXURE

10 REFRENCES
.

i
CHAPTER 1

ii
 Introduction:

Stationery Industry:

The term “Stationery” traditionally represents a wide variety of materials like writing
instruments, paper, office supplies, notebooks and greeting cards, etc. The
contemporary definition of ‘stationery’ now relates more specifically to materials
used for formal or personal correspondence.
The stationery industry is worth more than 11,000 crore, and comprises of a wide
variety of products and categories.

The stationery industry is generally classified into school stationery writing

instruments, office stationery and paper products. Though the industry is dominated
by local or unorganized stationery players, a large number of organized players have
entered the industry.

Stationery is a mass noun referring to commercially manufactured writing materials,

including cut paper, envelopes, writing implements, continuous form paper, and other
office and school supplies. Stationery includes materials to be written on by hand
(e.g., pen, pencil, notebooks, geometry sets, paper sheets) or by equipment such as
computer printers.

In online stationery store shopping, the purchasing behaviour of consumer is driven

by complex social behaviour. The choice of brands, products and distribution
channels is influenced by the social behaviour of the consumer.

In order to satisfy target consumers' needs and wants marketers must study their
consumers' wants, perceptions, preferences and shopping and buying behaviour.

1
Studies of Stationery markets are concerned with mature or near-stationary markets
thatcover the majority of our purchases. It is seen by the analysis of purchases of
households for several years from consumer panel records that most mature markets
are near stationery.
This study is focused on highlighting the main features of stationery markets along
with the limits of effective marketing intervention in the stationery markets.

Kouyoko Camiln:

The company is an Indian stationery company which is based out of Mumbai, India.
The company is engaged in the production of stationary products and of materials for
artmaterials.

Started in 1931,The Company is a household name today. The company has a wide
variety of products that range from Fine Art products for artists materials, to materials
for hobby professionals and school students.

It also manufactures & sells various stationery products, office-related products, inks
and instruments used for writing.

CAIMLIN:

The organisation is more than 80 years old and has a rich lineage, history and a very
proud history. The operations of the organisation started way back in 1931 when it
had just started manufacturing of the Ink Powders and Tablets – under the brand
name “Horse Ink”.

This led to creation of its flagship brand in the year 1946.With such a long
existence, the company eventually ventured into materials for art, stationery for
school students, materials for hobby, stationery products & corporate gifts for office.

Though started with a humble beginning, the brand is amongst the most renowned
and trusted brand not only in India, but also in many other countries. The brand has
more than 3000 products and the reach is of more than over 50 million households.

2
The KOUYOKU Group:

The parent company is also more than a century old organisation in Japan. .. It was
founded inthe year 1905 in the city of Osaka, Japan. The organisation started as a
manufacturer of covers for books of Japanese accounting books (traditional), which
were known as a wacho.

As of today, the company ismore than US$ 3 billion conglomerate with presence in
various South East Asian countries like Vietnam, China, Hong king, Singapore &
Malaysia

Other than that it has its global footprints in Europe & Asia. The company’s
flagship product offerings are stationery, supplies & furniture for offices and
notebooks. The company is a public limited company and is listed on the Tokyo
&Osaka stock exchanges. The company’s brand”K0KUY0” is a household name in
the furniture &office stationery products segment.

K0KYU CAMILN LIMITED:

In the year May 2011, the companies, K0KUY0 & CAIMLN came together to form
- 'KOKYUO CAMILN LTD". The parent company, KUYOKO acquired a stake of
more than 50% from the promoters of the Indian Company CAIMNL.Thenew name
of the company emerged as KOKYU CAMILN LTD., a name that highlighted the
new synergy and strength.

The company began a new chapter as far as the stationery business in India was
concerned. There was a sharp future orientation and clear goal that aimed to utilize
the prevailing strengths of the two companies &the presence.

.Thecompany’s strong brand equity in the Indian market & the reach to consumers
was further supported by introduction of new & innovative stationery products,
world-class R&D infrastructure and strong presence in the Asian countries.

3
STATIONERY INDUSTRY IN INDIA
The company manufactures & sells a wide variety of products such as Fine Art
Range of Colours, Colours for Hobby Professionals, Scholastic Range, Stationery
products, Stationery for Office and instruments for writing. The major consumer of
the company’s offerings are the school student segment.

India is a big market for art materials. The market can be divided on the basis of end
consumers or on the basis of products.
The market when segmented by products can be classifies into colours, mediums and
the accessories. When the segmentation is on the basis of users, we can classify it as
the market for heavy / serious users which have the top positions.

This segment comprises of the professional artists and the products that they prefer
are of a high quality. The next sets of users are the hobby professionals. This market
has a broad base which includes customers of all age & gender. The last but the most
important segment is that of school goers.

The school going segment of consumers use a variedlist of the company’s range of
colourproducts like oil pastels & crayons. These products are available economically
and are used by a huge population of schools & students.

The Indian art material market has witnessed high growth in the last few years. The
recognition of Indian art & artists world-wide has led to the serious growth of the
first user segment – Professional Artists.

This recognition of Indian artists internationally has created an inspiration and

encouragementamongst the artists to create work that is at par with best work in the
world. The government also has “Education” as top priority on its agenda and in line
with this; we have seen a fast growth in the number of pre-primary and primary
schools. With increased expenditure towards education, the number of new schools
opening every year has increased considerably. All this has led to an increase in the
school stationery segment.

4
The board classification of the stationery market can be done as Stationery – For
Offices, Schools, Paper Products and Computer Stationery. The Indian stationery
market can be numbered at approximately 10,000 crores. Out of this, the notebook
market has a value of approximately Rs. 5000 crores. The high growth of the Indian
stationery market is above 10% annually.

The stationery market in India is highly fragmented and has a high number of
unorganized players. It is also a highly commodity driven market. The increase on
expenditure on the educational sector has led to an increase on the educational sector
by the government.

The current company has been in existence since a long time, more than 80 years.
The company has established itself as household and a very well-known brand in
India.

It has a very strong distribution network all throughout the country. The company
manufactures and sells more than over 2000 products and has a wide range from
highly quality stationery products like pencils, inks, mathematical sets and pencils as
well as colour products like the fine art range, hobby colours& school colours.
It has a very high percentage ofmarket shares in all of these products. The company
has a plan to reach to more than 3 lac retail outlets pan India and reach an average 55
million household annually.

This has been possible due to a strong pan-India distribution network.The company is
a pioneer in artist as well as school colors as well as in the manufacturing of a wide
variety of new age products like highlighters and markers that are also used by many
industries as well as various educational institutes. The company is also a pioneer in
the manufacturing of glue sticks.

5
 The market for writing instruments in India is estimated at 1600 to 2400 million
pieces a year. The total market for writing instruments is estimated at Rs 22 billion in
value and is growing at around 8 to 10% annually. The informal sector's contribution
to the market is placed at over Rs 6.6 billion or 30% of the total market by value and
65% by quantum. While by numbers the low-end market accounts for 90%, the
premium and top-end segment accounts for less than a percent. The balance is
accounted for by the moderately priced mid-priced products

The Writing Instruments sector today has become more of thinking process of new
fads and development as this is considered to be the only key to its progress. A sector
which was once a prerogative of a few has today become a highly cluttered market.
Even though in today’s advanced age where internet and cell phones dominate the
market still there is no substitute for writing instruments. Where every other industry
has grown this industry has also not restricted to growth. This industry is growing at
8% to 10% p.a.

Major Indian players in the ballpoint pen market are Cello, Lexi, Reynolds, Luxor,
Flair, Montex, Todays, Linc and so on. Out of these, Cello, Lexi and Reynolds have a
major share of the market. Cello has a wide range of pens that cater to the needs of all
types of consumers. Within Cello, Cello Gripper is the one that sells the most. Other
ones are Maxwriter. Technotip, Pinpoint, Finegrip, Trica, etc.. Lexi 5 is the
bestselling brand from Lexi. Its Rs 5/- MRP makes it one of the most desired brands
among the consumers. Reynolds, too, has a substantial share of the market. Reynolds
045, 040, Jetter are the ones that are doing well for Reynolds, with 045 selling the
most.

An average monthly sale of a retailer in Mumbai ranges between Rs 1 – Rs 5000.

However, it varies from A Class to C Class outlets. Major BTL promotions in theses
outlets include posters, dispensers, danglers, wobblers, banners, dealer boards etc..
Out of the total pens sold in an outlet, 75% are of blue ink and 23% are of black ink.
Moreover, fine impression constitutes 66% of the market and bold impression
constitutes 34%.

6
 Pen is a commodity product. Hence, price becomes an important differentiator.
Price is an important attribute that influences buying decision. Consumers too, rank
price as second most important attribute when choosing a pen, the first being colour
of the ink. Third and fourth places go to brand name and looks respectively. One can
easily infer that brand loyalty is low in this category. This is also supported by the fact
that majority of the consumers buy another pen in case their desired brand is not
available at the retailer. Also, majority of the consumers do not remember any
communication of the brand they use. This shows that there is a very low consumer
involvement. Thus, ATL promotion is not as effective. Impulse purchase is high in
this category. Thus, BTL promotion should be more focused on.

Brand presence at the retail counter too, is imperative. Availability and visibility at
the counter is the key. Retailer push decides the fate of many brands. Hence, trade
promotion occupies a very important position. Schemes like 1 unit free on purchasing
10 units are common. Other things that are offered to retailers include quantity
purchase schemes, free movie tickets etc.. Apart from this, some brands like Cello
give margins as high as 40% on MRP to the retailers

7
 OBJECTIVES OF THE STUDY

 The main objective of this study is to check consumer behavior towards the product
and company.
 To study the consumer tastes & preference.
 To check employees capability in front of consumer.

8
 SCOPE OF STUDY

The sample size will also change depending on the population proportion as shown
in the Table 3 below.

95% Confidence 99% Confidence

Population Proportion
Interval Interval

0.01 15

0.1 138 239

0.25 288 499

0.5 384 666

0.75 288 499

0.9 138 239

Table 3: Sample Size Required for ± 5%.

Two things can be seen from the table. First is that the sample size will be largest
when the estimated population proportion is closest to 50%. Second is that the
formula does not work for very small (or very large) proportions. As a general rule
Writing an Effective Research Proposal 28 of thumb, the sample size multiplied by
the estimated population proportion should be at least 5. If it is smaller than advice
from a statistician should be sought for calculating the necessary.

9
 COMPANY PROFILE

B.S.G. (INDIA) was established in the year 1962 is the School Stationary

manufacturing company in India. We are amongst the renowned manufacturer and
exporter of various kind of stationery products such as geometry boxes, scales,
protractors, set squares, all types of compasses, sharpeners & erasers etc.
 
B.S.G (INDIA) is a popular name in the world market engaged in the production and
trade of Stationery Items. We are a prominent Manufacturer, Exporter, and Supplier
of Stationery Products inclusive of Rubber Eraser, Geometry Box, Compass, Writing
Pencils and Plastic Scales. We provide excellent Stationary products that are on high
demand for their excellent performance. Since we have been serving our clients with
such wonderful gamut of stationery products, our customer base has increased
throughout the world. We are capable of managing the dispatch of bulk quantity of
products. Our quality consciousness and punctuality have garnered us a huge
reputation in the market.

Quality Assurance
B.S.G. (INDIA) is one of the companies to trust for its quality, variety and study
range of stationery products. Our varied range of stationery is being appreciated
highly in the global market. We are committed to providing the finest quality
stationery items to varied schools. Our highly qualified team of quality experts
ensures the high-class quality, finish, and appearance. We believe in continuous
testing of material in terms of quality and irresistibility at every step of producing
process. These range of products have been gone through all step of quality tests
before dispatched. Our immense of exclusive and quality range of stationery products
are durable and reliable.

10
They have several quality certifications including
ISO 9001-2015
EN-71 (Part 3)
Sedex
We have built a business with many reputed clients who are famous in our country.
We are the main manufacturer of this material to many known brands in India.
We have also supplied geometry box to:-
Tamil Nadu Textbook and Education Services Corporation (A TAMILNADU
GOVERNMENT ORGANISATION)
Our all workers are registered under ESIC.
We are also registered in MSME
We render superior services as per their quality and quantity using fine quality of raw
material.

Categories


GEOMETRY BOX

RULERS AND RULER SET...



11

COMPASS SETS


PROTRACTORS


PENCIL


ERASERS


SHARPENERS

12
 INDUSTRY PROFILE

Writing instruments industry data:

The ball pens market is about 62% of the total writing instruments market. It can be
observed in Figure . Out of this 75% is organized and 25% is unorganized. The
growth rates reached the peak in 1997-2001. The growth rates during this period were
about 10.8% but since then the growth rates have declined to about 8%

About 60% of the revenues of the pen industry come from pens with a price range of
up to Rs.15. A small percentage of pens are priced in the range of Rs.100 to Rs. 300
and miniscule of the market is contributed by the super-premium segment in which
the price tag goes to as high as Rs. 100000 while the market for lower price range (up
to Rs. 15) is growing at a rate of 8% to 10% annually. There is, nevertheless, in the
recent period a price up gradation in the evidence at the low end. As the market is
developing in the new ambience, the products are getting upgraded. Figure below
shows Market growth rates

13
 The market is basically segmented into those required by

● Scholastic (primary & secondary school going)

● Adolescent (graduate, post graduate , professional courses)
● Frequent users (in offices, commercial and public establishments)
● Occasional users (like a multitude of housewives and literate manual workers)
While taking into account these segments, India’s literacy rate should be kept at the
back of one’s mind. In India’s case many of the above segments are too small to be
catered to. The usage norms differ from function to function; even as it does from one
person to another, and certainly from one segment to another. The students account
for 55 to 60% of the off take followed by executives at 20-25% and other multilevel
users accounting for 15-20% of the market

The use of computers and advanced telecommunication equipment is reducing the

usage of writing instruments. As a consequence, while rising literacy levels and
economic activity (with a high growth rate) should increase the demand
phenomenally, the increase will be limited and will remain moderate

Major players

The major players in India include Linc pen & plastics, GM Pens International,
Flair pen, today’s writing products, Rotomac pens, Add pens India, Schefield, Stic
pens, Cello, Luxar writing instruments, Montex and Lexi international

The 50:50 joint venture of flair and rotomac has entered into a technical
collaboration with Pentel corporation of Japan to form the Indo-Japan pen
manufacturing company. It will manufacture pens in the range of Rs. 15 to Rs. 115
under Pentel brand. It is for the first time that Pentel has entered into collaboration
with any company outside Japan. It has twenty fully owned subsidiaries the world
over, and six factories in France, Taiwan, china, Uruguay and US. It sells pens in 104
countries. The Japanese principals may also start outsourcing components from India
since the costs are much less here. This is quite understandable as pentel is finding it
difficult to carry on manufacturing in Japan at viable costs

14
 Flair pens had introduced Flair sporty---a range of plastic pens including ball
points, gel ink, roller, micro tip and sketch pens. German soft ink (used for the first
time in plastic pens) and 0.5mm extra fine swiss tip is a common feature of all flair
sporty pens to ensure smooth flow. Packed in trendy green and yellow, flair sporty
range comprises fashion, cyclone ball pens, micro ball and trio pen sets, in metallic,
pastel and fluorescent colours.

Gillette, owner of parker pens, seems to have decided to make India its export hub,
as the cost of production is the lowest in India compared to other countries. It is
preparing to launch its premium range of pens ‘waterman’ in India. Gillette is selling
its 50% holding in Luxar writing instruments to Newell Rubermaid of the US as part
of the latter’s global takeover of the stationery products group of Gillette Company.
Newell Rubbermaid is also buying out Gillette’s equity shareholding in two smaller
manufacturers—LP pens and Hi-Line pens.

The JV between Luxar and Gillette has brought a host of international brands.
Luxor has ventured into the arena of customized pens. Its clientele include BPCL,
HLL, Dabur, AmEx, HP, ICICI, McDonald, Wipro, LML, Samsung, Gillette,
Ranbaxy and LG. Corporate gift segment in India is said to be worth a billion,
growing at 15%. There is a 50% export obligation for manufacture of writing
instruments for luxar .

Linc had targeted turnover of Rs. 800 mn at the end of 2000-01. Elaborate plans
included launching of at least one new product every quarter, launch of other
stationary products by following the existing distribution channels, and via capacity
expansion, greater exploration of export possibilities.

15
CHAPTER 2

16
 REVIEW OF LITERATURE

Saunak Das (2012) conducted a study on Study of Marketing Mix & Penetration,
Consumer Buying Behavior, Effectiveness of Exclusive Business Outlet in Indian Pen
Industry. He mentions that there is a strong correlation between the demographic
profile of the consumer and his purchase behavior. He mentions the marketing mix
strategies that the companies adopt for varied consumer profiles.

Anurag Kumar (2013) surveys the Indian Stationary Market from an entrepreneurial
point of view. He mentions that there is quite scope of development for stationary market
in India. His work clearly emphasizes on the feasibility and the growth of this
industry.

Kirubaap (2013) conducted an empirical study on the stationary industry in India

majorly from a consumer brand association point of view. He carries out a thorough
segmentation and formulates brand association vis-à-vis these segmentation.

There have been a limited number of studies conducted for this market. Most of them
focus on the marketers strategies and marketing mix. This study provides a logical
continuation by providing insights pertaining to the consumer’s end. It conducts a
thorough market mapping by way of primary research conducted at India’s major
metros.

17
CHAPTER 3

18
 RESEARCH METHODOLOGY

The above objectives were achieved by an exploratory research. The research

consisted of both primary and secondary study. The primary data collection was
achieved by interviewing the various consumers. The interviews were conducted
through one to one structured questionnaire administration. In Table 1 Sample size of
consumers

Secondary data was collected from various sources including CMIE (Centre for
Monitoring of Indian Economy) reports, industry journals, magazines, articles and
industry websites. Geographical coverage for the primary data collection was Delhi
city.

Total PARENTS Teens Adults

Sample size 100 20 50 30

Table 1: Sample size (consumers).

19
 CHAPTER 4
DATA PRESENTATION &
INTERPRETATION

20
 1. How was your experience with BSG INDIA Products ?

Good 50

Bad 10

Very good 35

Neutral 5

Chart Title
60

50

40
Series1
30

20

10

0
Good Bad Very good Neutral

Interpretation:

Above chart shows that 50 consumers finds their product good whereas 5 consumers
felt the same as other products so neutral.

26
 2. Would you prefer BSG INDIA products for future use ?

Yes 80

no 20

Chart Title
90
80
70
60
50
40
30
20
10
0
Yes no

Interpretation:

Above chart shows that 80 consumers thought that they would be again taking their
products in future.

Still there are 20 consumers who still feel not have there products in future .

26
 3. What do you prefer in their products : looks or price ?

looks 60

Price 40

Chart Title
70

60

50

40 Series1

30

20

10

0
looks price

Interpretation:

Above chart shows that 60 consumers prefer looks over price .

But price is also major concern as 40 people are taking by prices.

26
 4. Do they provide good after sale services ?

Yes 70

No 30

Chart Title
80
70
60
50
Series1
40
30
20
10
0
Yes No

Interpretation:

Above chat shows that 70 are saying yes towards their good after sale service but 30
is also big number which should be reduced in near future.

26
 5. Who needs much knowledge regarding company and product?

Agents 30

Tele callers 20

Operations executives 30

All 20

Chart Title
35

30

25

20 Series1

15

10

0
Agents Tele callers Operations executives All

Interpretation:

Above chart shows that people think that agents and operation executives both are
required knowledge regarding company and product.

26
 6. In which areas employee ,of BSGINDIA are more good in

Company policies and procedures 10

Skill based training 20

Problem solving skills 40

All of the above 30

Chart Title
40
30
20
10
0
s g ls Series1
re in kil ve
du ain g s abo
ce tr vin he
ro ed l ft
d
p as so o
an b em ll
s ill bl
A
ici
e Sk r o
pol P
ny
pa
m
Co

Interpretation:

Above chart shows that 40 people focus are on the problem solving skill in the
employee . After that they consider that employee should have all the traits that are
given in the question.

26
CHAPTER 5

27
 FINDINGS

 Consumers like the product of BSG INDIA.

 Consumers are likely to purchase again from their store.

 Consumers prefer looks over price while buying stationery items ,

but price also has a big proportion so cannot be neglected .

 Consumers are happy from their after sale service , few percentage
are still not satisfied so this should also be in prior concern and get
the company through.

 Every employee either it be agent or executives requires

knowledge of company and product.

 Consumers sees problem solving skills towards them and then

found all skills are mostly present in employees .

28
 CONCLUSIONS

The main objective for this study was to check the consumer behavior towards the
product and the company. For this various questions were asked in the questionnaire
and found that 50 people like their product and 80 are interested to buy them in
future.

Regarding the various factors in the stationery industries two factors were taken by
the researcher i.e. looks and price and found that 60 people prefer looks over price but
as both the variables cover a big proportion so neither can be neglected and should be
taken care.

Consumers are happy from their after sale service provided by them and doesnot feel
neglected and want to come gain and again but 30 people are still not happy from
their after sale service and should be taken care at reduce it to minimum .

Every agent , lower level, middle level, top level should have all the knowledge about
the company and the product.

Employees showed their capabilities of problem solving before consumers and who
are happy to see their skills which is a very good hr representation of company.

Hence , all objectives are being covered and analyzed.

29
 ANNEXURE

1. How was your experience with BSG INDIA Products ?

Good
Very good
Bad
Neutral

2.Would you prefer BSG INDIA products for future use ?

Yes
No

3.What do you prefer in their products : looks or price ?

4.Do they provide good after sale services ?

Yes
No

5.Who needs much knowledge regarding company and product?

Agents
Tele callers
Operation executives
All of the above

6.In which areas employee ,of BSGINDIA are more good in

Company policies and procedures

Skill based training
Problem solving skills
All of the above

REFRENCES
30
1. Babu S (2008) “Emerging Trends in Stationary Marketing”

2. Del Castello, Ricardo, Maul Braun (2006) “Framework for effective brand
communication for pen development” Int J Res Commerce, Econ and Mange, 1:
1-155.

3. Goswami, Rahul (2009) “Making sense of the rush”

4. Iyer, Vidya (2009) “Marketing”, SIES J Manage, 6:110-114.

5. Jha M (1999) Rural Marketing: Some Conceptual issue‟ Rural Scan, 2: 120-130.

6. Kashyap, Predeep, Raut, Siddhartha (2010) The Pen Marketing Book, 2nd
edition, USA.

7. Vishwanathan, Gomathi (2013) “Challenges in brand Marketing”, 190: 14-20.

8. CMIE (Centre for Monitoring of Indian Economy) report.

9. Writing instruments manufacturers association journal.

10. Gifts & accessories magazine.

11. www.internet-stationers.co.in

12. www.techno-preneur.net.

31