Professional Documents
Culture Documents
ON
“A COMPARATIVE ANALYSIS OF CUSTOMER
PERCEPTION TOWARDS CLASSMATE
STATIONARIES IN INDIA”
SUBMITTED TO SUBMITTED BY
Dr. Shivangee Tiwari Aman Kumar Rai
(Assistant Professor) (2nd Semester)
Roll no- 2100540700015
BBDITM
Session 2022-2023
the BBDITM, LUCKNOW. The data mentioned in this report were obtained
during genuine work done and collected by me. The data obtained from other
sources have been duly acknowledge. The result embodied in this project has not
been submitted to any other university or institute for the award of any degree.
No project report ever reflects the efforts of a single individual. The report owes its
existence to the constant support and guidance of a number of people. I am
thankful to all of them.
I would like to thank to my HOD Dr. Meetu Pandey for giving their valuable
timeand providing useful insight into finer aspects of marketing.
I am also grateful to all those who have either directly or indirectly contributed
towards the completion of the project, for their support and encouragement.
time. Despite all limitations, obstructs, hurdles and hindrances, I have toiled and
hand carved effort. I tried my level best to conduct a survey to gain a thorough
efforts and have also tried to be justice with available. If anywhere something is
found unacceptable or unnecessary to the theme; you are welcomed with your
valuable suggestions.
TABLE OF CONTENT
Declaration
Acknowledgement
Preface
1. Introduction 6-11
5. Conclussion 38
6. Findings 39-40
8. Annexure 42
9. Bibliography 43
1.1 INTRODUCTION
prospects stationery brands. Basically we intend to find out the most popular
Stationery brands as such are a very minor part of the FMCG industry
because FMCG sector is largely organized. Here we will also look into the
For this a survey was conducted in Pune where respondents were asked to
detail of the methodology followed detailed data analysis and the results so
Summer training gives us an insight into the working of the real corporate
organizations. During the short time within the industry, we get to learn the
aspects etc.
The main objective of the summer internship is to experience the various
all the functional aspects are inter-related; one functional aspect cannot be
What is Retailing?
Retailing is a distribution channel function where one organization buys products from
supplying firms or manufactures the product themselves, and then sells these directly to
consumers. A retailer is a reseller (i.e., obtains product from one party in order to sell to
another) from which a consumer purchases products. In the US alone there are over
In the majority of retail situations, the organization from which a consumer makes
purchases is a reseller of products obtained from others and not the product manufacturer.
operate their own retail outlets in a corporate channel arrangement. While consumers are
the retailer‟s buyers, a consumer does not always buy from retailers. For instance, when a
consumer purchases from another consumer (e.g., eBay) the consumer purchase would
not be classified as a retail purchase. This distinction can get confusing but in the US and
other countries the dividing line is whether the one selling to consumers is classified as a
business (e.g., legal and tax purposes) or is selling as a hobby without a legal business
standing.
As a reseller, retailers offer many benefits to suppliers and customers as we discussed in the
Distribution Decisions tutorial. For consumers the most important benefits rela the ability to
purchase small quantities of a wide assortment of products at prices that are considered
offering opportunities to reach their target market, build product demand through retail
associated aspects
1.3 PROBLEM STATEMENT
➢
Statement of the Problem is “To study of retail audit of stationery
product of ITC ltd”
➢
Today‟s word is changing rapidly either economically, technologically or
politically due to the globalization. It‟s become difficult for any type of
company to sustain in the market, face the challenges, fulfill the needs and
wants of the customer and at the same time increase the market share.
1.4 OBJECTIVES
➢
It covers the market survey with the help of which market
potential is
carried out.
➢
It compares the major players of the stationery products on
various aspects
such as price, quality, durability, brand image.
➢
Analyzing the gap among the various competitors in the
market.
➢
It is also useful for finding out actual expectations of the
existing
customer.
2. COMPANY PROFILE
billion. ITC is rated among the World's Best Big Companies, Asia's 'Feb 50'
Finance and published by the Economic Times. ITC also ranks among Asia's
Website http://www.itcportal.com/
ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,
Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products.
Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even
in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal
As one of India's most valuable and respected corporations, ITC is widely perceived to be
commitment beyond the market". In his own words: "ITC believes that its aspiration to
create enduring value for the nation provides the motive force to sustain growing
shareholder value. ITC practices this philosophy by not only driving each of its
enhancing the competitiveness of the larger value chain of which it is a part." ITC's
diversified status originates from its corporate strategy aimed at creating multiple drivers
acknowledged service skills in hoteling. Over time, the strategic forays into new
markets in India.
ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one
of the country's biggest foreign exchange earners (US $ 3.2 billion in the last decade).
The Company's 'e-Choupal' initiative is enabling Indian agriculture significantly enhance
its competitiveness by empowering Indian farmers through the power of the Internet.
This transformational strategy, which has already become the subject matter of a case
study at Harvard Business School, is expected to progressively create for ITC a huge
ITC's wholly owned Information Technology subsidiary, ITC Infotech India Limited, is
ITC's production facilities and hotels have won numerous national and international
awards for quality, productivity, safety and environment management systems. ITC was
ITC employs over 25,000 people at more than 60 locations across India. The Company
aspirations of its stakeholders and meet societal expectations. This over-arching vision of
ITC has transformed itself from a leading cigarette manufacturer to an umbrella group
that offers a diversified product mix to enhance its brand image and reduce dependency
on tobacco related products. It has forayed into the hospitality service industry and has
become a major player in the hotels segment. Its position in the FMCG (fast moving
has made heavy investments to strengthen its IT (information technology) segment and to
compete with the big players like Infosys and Wipro. Although the ITC group is
marketing its image as an ideal corporate citizen and a company that takes its social
responsibility seriously, it still earns 80% of revenues from selling cigarettes and other
FMCG
Cigarettes
Food
Lifestyle Retailing
Safety Matches
Incense sticks
Hotels
papers packaging
Agri-Business
Agri- exports
E-choupal
Information Technology
Our corporate vision is to merge the latest in technology with the best of natural
scientific ingenuity to provide the market with products that deliver verifiable results.
2.4 VISION:
Sustain ITC's position as one of India's most valuable corporations through world class
performance, creating growing value for the Indian economy and the Company‟s
stakeholders.
2.5 MISSION:
ITC made its entry into the stationery business in the year 2002 with its premium range of
notebooks, followed in the year 2003 with the more popular range to augment its
offering.
Today, ITC continues to blend its core capabilities to market a growing range of
c. Brand Building & Trade Marketing & Distribution strengths resident in its FMCG
Business.
Classmate addressing the needs of students and Paperkraft targeted towards college
The Classmate Fun N Learn range of children books targeting pre-school learners,
comprising categories like Pre School Learner, Active Minds and Read Aloud Tales
with features like Wipe n Use again, Trace & Color and Puzzles ensure that a child's first
reducing the effort required for writing. The initial launch comprises ball pens -
Classmate Safari and Classmate Ilet - and gel pens - Classmate Glider and
Classmate Octane.
Longer”.
Dark and smooth writing coupled with Strong – Bonded lead offer an
notebooks in hard, soft covers & multiple binding formats including spirals, wires etc.
unit using a pioneering technology, called “Ozone Treated Elemental Chlorine Free
technology”. Paperkraft business paper is the whitest and brightest 75 & 70 GSM
In recognition of its quality products & processes, the business has been awarded with
3.1 Research:
Market research is defined as a systematic gathering, recording and analysis of the data
concern with an objective. This whole activity is divided into various parts & after
decisions. It involves the diagnosis of information needed and the selection of relevant
Redman and More defined research as a “systematized effort to gain new knowledge.”
scientific procedures. The main aim of research is to find out the truth which is hidden
Research inculcates scientific and inductive thinking and it promotes the development of
logical habit of thinking and organization. Research provides the basis for nearly all
Govt. policies on our economic system. Research has its special significance in solving
Survey method has been used for the data collection with the help of questionnaire as the
research instrument . It was a field research method where consumers visit were made to
gather the information needed for the market survey. The source for the information was
information needed for forecasting to evaluate new product ideas and improve existing
product . There are number of decisions or alternatives in the market, one course of
The study falls under the category of Descriptive research and uses survey method.
Descriptive research includes survey and fact finding enquiries of different kinds. It is
are that, the researcher has no control over the variables. He can only report what is
happening. The method of research used in this research was Survey method.Research
methodology is the process which helps in selecting the tools to achieve the objectives.
The methodology adopted for this project was completely base on primary information.
The location of the study was in Pune dist. The first stage included gathering information
about the stationery product of the Pune market. That was, to find out which are the
major players, what is general distribution pattern, what is the buying behaviour of
customers. The second stage comprised determining the objective of the study and
drafting the questionnaire. The questionnaire was designed keeping in mind the objective
of the study. It was designed with due guidance of the company guide. It was assured that
the questionnaire prepared Keeping in mind the education level of the respondents who
were mainly retailers the questionnaire was kept simple and precise.
The methodology consists of :
1) Sampling design:
A definite plan developed to obtain a sample from a given population is called sampling
plan.
Designing the sample Based on two decisions. First, who is to be surveyed? Second, how
Sample size: The larger the size, the more accurate the result would be. But practically,
it‟s not feasible to survey the entire target outlets. The sample size of the survey done by
Sampling Procedure
Contact Method
I personally visited most of the retailers. Few shopkeepers due to their busy schedule or
Primary data:
Data obtained from the first hand by the researcher is called the primary data.Here the
main source of primary data collection was interviews, discussion and interaction with
Secondary data:
Secondary data refers to the data available in some form or another and may include the
result of the previously performed research or the available materials such as newspaper,
reports may be from the internet. Various sources of secondary data used in this research
are:
Internet
Questionnaires were used as an instrument for data collection for primary data collection.
response. Structured questionnaire can be of two types, namely “disguised” and “non-
is one where the listing of questions is in a pre-arranged order and object of the study is
Non-structured questionnaire, often known as interview guide is used for focused, depth
and non directive interviews. It contains definite subject matter areas, the coverage which
is required during the interview, but the interviewer is largely free to arrange the form
Types of questions:
➢
Open-end questions:
a. Close-end questions:
complete freedom to decide the form, length and detail of answers. Open
uppermost in the mind of the respondent. Close end questions has only two
answers in the form „yes‟ or „no‟, „true‟ or „false‟ or „do not use‟ etc.
(3) Analytical tools:
In order to extract the meaningful information from the data collected an analysis of data
a) Yes b) No
Yes No
67 63
67
e
l
66
65
N
o
64
63
62
61
Sersi1
Interpretation:
From above graph it is clear that out of 130 outlets only 67 (52%) outlet visited by
Yes No
5 58
60
50
40
58
30
20
10 5
0
Not visited visited
earlier
Series
Interpretation:
Out of 63 outlets which were not visited by the distributors, 5 outlets were covered by the
distributors earlier. From the total outlets which were not visited by the distributor, 10%
120
100
outlets
80
No. of
60
40
20
0
Interpretation:
Out of 130 sample size, 124 outlets keep note books,123 outlets keep long
books, 110 outlets keep graph books,113 outlets keep drawing books,98
outlets keep reminder pad,97 outlets keep pocket memo,95 outlets keep
8
0
7
0
6
0
5
0
4
0
3
0
Interpretation:
Out of 130 sample size, 73 outlets keep classmate note books, 80 outlets
pad, 43 outlets keep classmate pocket memo, 40 outlets keep classmate scrap
Trade Margins
50%
45%
40%
35%
30%
25%
20%
15%
10%
5
%
0
%
CLASSMA NAVNEET SUNDAR CELLO CAMLIN LOCAL
T A
E M BRAND
S
Series1 20 25% 45% 32% 38% 50%
%
Interpretation:
According to above graph, it is clear that local brands are giving 50% margin which is
Sundaram is 45%and the retailer gets the maximum margin in local brand that is 50%.
6. Are you satisfied with the margin given by ITC?
Yes NO Total
8% 92% 100%
Ye
s
92
Interpretation:
According to above graph, 92% retailers are not satisfied with the margins offered to
them by the company. While only 8 % retailers are satisfied with margins.
N
o YES
54
Interpretation:
According to above chart, almost more than half i.e.54% respondents have problem with
that‟s why they prefer other brands. Due to quality and brand image
in shirt‟s pocket.
competitive brands.
5. Some retailers feel and said that, ITC have over confidence in their
product and concentrating less on promotions.
notebooks are Navneet, for pencil it is natraj, for geometry box its
areas, demand is there but sales agents don‟t reach there. Company
BIBLIOGRAPHY
BOOKS:
Websites:
http://www.google.co.in/
http://www.wikipedia.com/
http://www.itcportal.com/
QUESTIONNAIRE:
1) 2) 3) _ 4) 5)
1) 2) 3) _ 4) 5)
b) For Pencil.
1) ITC 2) Camlin
d) For Copier.
4) Is Distributor visited your outlet?
Yes No
Yes No
1) 2)_ 3) 4) 5)
Yes No
8) Do you have any problem with the distributor Or Company?
Yes No
9) Any suggestions