A STUDY OF THE CONSUMER BUYING BEHAVIOUR OF CLASSMATE PEN

PROJECT REPORT Submitted in partial fulfillment of the Requirements for the awar
d of the Degree of Master of Business Administration of Mahatma Gandhi Universit
y
By TONY JACOB Register No: 121I57
Under the Guidance of Dr. JOHNEY JOHNSON
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES MAHATMA GANDHI UNIVERSITY KOTTAYAM, KE
RALA-686560 2011-2013

SCHOOL OF MANAGEMENT AND BUSINESS STUDIES Mahatma Gandhi University, Priyadarshi

ni hills P.O. Kottayam, Kerala 686 560
Certificate
This is to certify that the project report titled A STUDY OF THE CONSUMER BUYING
BEHAVIOUR OF CLASSMATE PEN is a bonafide record of the work done by Mr. Tony Jaco
b under the guidance of Dr.Johney Johnson and submitted in partial fulfillment o
f the requirements for the award of Master of Business Administration of Mahatma
Gandhi University, Kottayam, Kerala.
Prof. Dr. K. Sreeranganadhan Dean and Director
Place: P D.Hills Date: 23-07-2013

SCHOOL OF MANAGEMENT AND BUSINESS STUDIES Mahatma Gandhi University, Priyadarshi

ni hills P.O. Kottayam, Kerala 686 560
Certificate
This is to certify that this project report titled A STUDY OF THE CONSUMER BUYING
BEHAVIOUR OF CLASSMATE PEN is based on an authentic work done by Mr. Tony Jacob
under my guidance and submitted in partial fulfillment of the requirements for t
he award of the Degree of Master of Business Administration of Mahatma Gandhi Un
iversity, Kottayam, Kerala.
Place: P D Hills Date: 23-07-2012
Dr. Johney Johnson Assistant Professor

DECLARATION
I, TONY JACOB do hereby declare that the report titled A STUDY OF THE CONSUMER BU
YING BEHAVIOUR OF CLASSMATE PEN is based on the original work done by me and subm
itted to the Mahatma Gandhi University in partial fulfillment of the requirement
s for the award of Degree of Master of Business Administration. I further declar
e that this work is not submitted by me for the award of any Degree, Diploma or
Title earlier.
Place: Kottayam Date: 23-07-2013
Tony Jacob

ACKNOWLEDGEMENT
I wish to express my deep sense of gratitude to everyone who helped me through s
cholarly guidance and valuable motivation for completing the project. First of a
ll I thank the almighty God for making this task a success. I have made an earne
st attempt to make this report complete and worthwhile. This project would not h
ave come to its present shape without the able guidance, supervision and help of
a number of people. I would, at the very onset, like to thank Mr. Premodh P, As
sistant Manager, ESPB, ITC Limited for providing me the opportunity to perform m
y Summer Internship Project in the Company. I, would like to, give special thank
s and gratitude to Mr. Vikram Mohandas, for mentoring and providing the necessar
y data
and information as and when required throughout the project. His guidance has pr
ovided many insights and suggestions that I feel have increased the quality of i
nformation presented here. I would also like to thank all others in the Marketin
g Department at ITC for being extremely co-operative and guiding me throughout m
y project. I would like to express my sincere gratitude to Dr.K.Sreeranganadhan,
Director, School Of Management and Business Studies for providing me the facili
ty to carry out the project successfully and for his valuable suggestions and pa
tronage of this report. I am thankful to Dr. Johney Johnson faculty, of School o
f Management and Business Studies for his support and timely help in the prepara
tion and completion of my project work. I express my gratitude to my parents, fr
iends and other family members who have supported and inspired me to complete th
e project.
TONY JACOB

ABSTRACT
The researcher underwent a Project study at ITC Ltd to acquaint himself with the
business environment for a period of two month from May 2nd, 2013 to July 2nd,
2013 as a part of the MBA curriculum at the School of Management & Business Stud
ies Mahatma Gandhi University Kottayam. The topic for the study is on A study of
the consumer buying behavior of classmate pen. Pen is a product, which is used by
each and every person. There are various brands of pen in the market of differe
nt types Price, Color, design, Grip etc. So the pen market is full of competitio
n where the consumer possesses vast variety of choice to select his brand which
depends on his buying behavior .Of course it is very difficult to describe consu
mer buying behavior about pen; even though I have tried to find how the consumer
purchases a particular brand? How much he searches for his brand? What factors
influence he to buys the preferred brand? What are the different perceptive of r
etailers on pen? The technique of data collection is through questionnaire as it
is less complex and easy Two methods (i.e.) Graphical method ,percentage are us
ed as tools /techniques of analysis.

CONTENTS
CHAPTER PARTICULARS PAGE NO 1 2 3 3 3 4 5 6 6 8 8 9 9 11 11 11 15 25 25 25 27 30
31 31 32 33 37 38 38 39
CHAPTER 1 INTRODUCTION
1.1 Background 1.2 Scope Of The Study 1.3 Statement Of The Problem 1.4 Objective
1.5 Limitations Of The Study
CHAPTER 2 INDUSTRY & COMPANY PROFILE
2.1 Industry Profile 2.1.1 Profile of Pen industry In India 2.1.2 Global Writing
Instrument Industry 2.1.3 Market and Market Information 2.1.4 Regulatory Requir
ements 2.1.5 Changing Consumer Behavior 2.2 Company Profile
2.2.1 Introduction to the Company 2.2.2 History of ITC
2.2.3 ITCs Product Mix
2.2.4 Vision of the Company
2.2.5 Mission of the Company 2.2.6 ITCs Core Values 2.2.7 Certifications of ITC
CHAPTER 3 REVIEW OF LITERATURE
3.1 Consumer Buying Behavior 3.2 Stages of the Consumer Buying Process 3.3 Types
of Consumer Buying Behaviors 3.4 Categories that Affect Consumer Buying Decisio
n Process
CHAPTER 4 RESEARCH METHODOLOGY
4.1 Research Methodology 4.2 Research Design 4.3 Statistical Tools Used

CHAPTER 5 DATA ANALYSIS AND INTERPRETATION

5.1 Consumer Buying Behavior Questionnaire Analysis 5.2 Retailers Questionnaire A
nalysis CHAPTER 6 FINDINGS &SUGGESTIONS 6.1 Findings 6.2 Suggestions
40 42 59 75 76 77 79 80 81
CHAPTER 7 CONCLUSION BIBILOGRAPHY
APPENDIX
LIST OF TABLES
TABLE NO. 2.1 5.1.1 51..2 5.1.3 5.1.4 5.1.5 5.1.6 5.1.7 5.1.8 5.1.9 5.1.10 5.1.1
1 5.1.12 5.1.13 5.1.14 5.1.15 5.1.16 5.1.17 5.1.18 TITLE Category Break up of Pe
n User Age Group Occupation Details Types of pens using by Consumer Most Preferr
ed Brands Most Selling Price Range of Pens Places of Purchase Factors Influencin
g Buying Decision Types of Advertising Media Effect of In-shop Advertisement Mos
t Influencing In-shop Advertisements Persons Who Influencing Buying Decision Num
ber of Brand Loyal Customers Brand Loyalty among different pens Reasons for Bran
d Loyalty Ratings of Brand Performance Average no. of pen buying in a year Numbe
r of regular refilling customers Reasons for no-refilling of pens PAGE NO. 7 42
43 43 44 45 46 47 48 48 49 50 51 52 53 54 55 55 56

5.1.19 5.2.1 5.2.2 5.2.3 5.2.4 5.2.5 5.2.6 5.2.7 5.2.8 5.2.9 5.2.10 5.2.11 5.2.1
2 5.2.13 5.2.14 5.2.15 5.2.16 5.2.17 5.2.18
No. of customers who have use classmate pens Types of stores Average monthly sal
e Price Range of Maximum Pen Sale Most selling Pen Types Most Selling pen In RS
5-20 Price Range Maximum Pen Selling Season Brands of Pens Keeping in Each Store
s Factors Influencing Buying Decision Retailers influence towards customer in the
ir buying decision Retailers motivating factors to push the products Types of st
ock replenishing Influence of In-shop advertisements Types of In-shop advertisem
ents Brands suggested for non-brand loyal customers Influencing factors of retai
lers brand suggestion No of stores having classmate pens Factors for improving cl
assmates sale Number of stores interested to sell classmate pen
57 59 59 60 61 62 63 64 65 66 67 68 69 69 70 71 72 73 74
LIST OF CHARTS
FIG. NO. 2.1 2.2 5.1.1 51..2 5.1.3 5.1.4 TITLE Ball and Gel pen Market Break-up
Market share of pen industry Age Group Occupation Details Types of pens using by
Consumer Most Preferred Brands PAGE NO. 10 10 42 43 44 45

5.1.5 5.1.6 5.1.7 5.1.8 5.1.9 5.1.10 5.1.11 5.1.12 5.1.13 5.1.14 5.1.15 5.1.16 5
.1.17 5.1.18 5.1.19 5.2.1 5.2.2 5.2.3 5.2.4 5.2.5 5.2.6 5.2.7 5.2.8 5.2.9 5.2.10
5.2.11 5.2.12 5.2.13 5.2.14 5.2.15 5.2.16
Most Selling Price Range of Pens Places of Purchase Factors Influencing Buying D
ecision Types of Advertising Media Effect of In-shop Advertisement Most Influenc
ing In-shop Advertisements Persons Who Influencing Buying Decision Number of Bra
nd Loyal Customers Brand Loyalty among different pens Reasons for Brand Loyalty
Ratings of Brand Performance Average no. of pen buying in a year Number of regul
ar refilling customers Reasons for no-refilling of pens No. of customers who hav
e use classmate pens Types of stores Average monthly sale Price Range of Maximum
Pen Sale Most selling Pen Types Most Selling pen In RS 5-20 Price Range Maximum
Pen Selling Season Brands of Pens Keeping in Each Stores Factors Influencing Bu
ying Decision Retailers influence towards customer in their buying decision Retai
lers motivating factors to push the products Types of stock replenishing Influen
ce of In-shop advertisements Types of In-shop advertisements Brands suggested fo
r non-brand loyal customers Influencing factors of retailers brand suggestion No
of stores having classmate pens
46 46 47 48 49 50 51 51 52 53 54 55 56 57 57 59 60 61 62 63 64 65 66 67 67 68 69
70 71 72 72

5.2.17 5.2.18
Factors for improving classmates sale Number of stores interested to sell classma
te pen
73 74

CHAPTER 1 - INTRODUCTION

INTRODUCTION
1.1 BACKGROUND
The ultimate objective of all production is consumption for the satisfaction of
varied needs of man. A free market economy provides freedom to the consumers to
buy and consume goods of their choice. Buying preferences of the consumers send
signals to the producers to produce various commodities in required quantities.
Producers, therefore, produces only those commodities which are desired by the c
onsumers. Consumer behaviour is related to likes and dislikes and expectations o
f the consumers. Consumer behaviour has changed in recent years owing to enhance
d awareness, information technology and more importantly governmental interventi
on through legislations. Thus, the manufacturers are more cautious in dealing wi
th consumers of their respective products. In recent years, the lifestyle of a l
arge number of consumers in India has changed dramatically and the process of ch
ange is on. The buying behaviour of the consumers is influenced by several facto
rs such as socio-economic conditions, cultural environment, literacy level, occu
pation, geographical location, efforts on the part of sellers, exposure to media
etc. Consumer behaviour in the market is perplexing because of a singular lack
of consistency in groups which are homogeneous in parameters of demographics-Age
, occupation, education and income. The study of consumer behaviour implies how
& why a particular consumer reacts to the decisions of producers. It is the stud
y of how individual make decision to spend their available resources (time, mone
y, effort) on consumption related items. It includes the study of why they buy i
t, when they buy it, where they buy it, how often they buy it & how often they u
se it. This study focused on understanding the consumer buying behaviour of pens
at retail outlets. It also focused on the issue that whether the marketing stra
tegies are properly implemented or not. The study would be beneficial for the IT
C Company to formulate the strategy for future.

DEFINITION
Consumer Buying Behaviour: The collective actions, including the searching, eval
uation, selection, purchasing, consuming, disposing of products, taken by consum
ers in determining which goods and services hold the most value for meeting thei
r wants and needs. Marketers study consumer buying behaviour to determine the in
fluence of psychological, sociological, demographical, and cultural factors have
on buying decisions.
1.2 SCOPE OF THE STUDY
1. This study helps to the candidates to know about the consumer buying behaviou
r and its influencing factors 2. This study will help the company to know about
the consumer buying behaviour pattern of their products 3. This study will help
the company to identify the right marketing mix for the products 4. This study h
elps the company to improve their strategic formulation and decision making proc
ess
1.3 STATEMENT OF THE PROBLEM
To study the consumer buying behaviour and retailers perceptive of classmate pen
with its competitors

1.4 OBJECTIVES OF THE STUDY

To know about the pen industry. To study purchases and consumption pattern of p
ns by the consumers. To know which factors mostly influences the consumer to buy
pens. To know which price range of pens are mostly preferred by the people. To
study the impact advertisement on consumers To know the effectiveness of In-shop
advertisement retail outlet To help the company marketing managers to design an
effective marketing mix for its target customers.

1.5 LIMITATIONS OF THE STUDY:

A research study is never perfect. There is always some scope of improvement in
the study in the future. Thus, it becomes important to critically evaluate the r
esults and the whole study. The present study has certain limitations that need
to be taken into account when considering the study and its contributions: 1. Th
ere a number of a factor, which affects consumers perception about pens and is no
t possible to take all of them into account. Thus, this study is limited to vari
able under consideration. 2. The research is based on the responses given by the
respondents, which may or may not be biased. 3. The results shown are relative
in nature and are not absolute. In other words, it is the perception of an avera
ge customer. 4. The research study was conducted within the limited duration of
time. So a detailed and comprehensive study could not be made .

CHAPTER 2 - INDUSTRY & COMPANY PROFILE

2.1 INDUSTRY PROFILE

2.1.1 PROFILE OF PEN INDUSTRY IN INDIA
There has been a need to document through the use of writing instrument since th
e dawn of mankind. Pen and pencils continue to be the staples of everyday life a
nd indispensable items for everyday use. Writing instruments continue to play in
tegral part in the life of particularly every business, school and household. Th
e advent of computers and related technology has yet to make writing industry an
d instruments slow placed and obsolete. In fact the writing instrument embraces
the evolution of technology by incorporating it into new products and using it t
o enhance business aspects and client services. India is the only country after
China to have fully fledged writing instruments industry built purely on the pla
tform of its own domestic market demand. The size of the writing instrument indu
stry in India is estimated about Rs.1800 Crores of which organized player accoun
t for 80% of the market share and the unorganized player for the rest. The indus
try grew by about 15% in 2004-05 and by 13.5% in 2005-06, largely driven by the
growth of organized sector, indicating that consumer are responding favorably to
quality and branding. It is expected that promotion, easy availability and affo
rdability, branded off make will accelerate and helped the organized sector eat
into unorganized presence. The Indian writing instruments market today is still
on the path of discovering new niches with ergonomic designed products, promotio
nal marketing items and luxury items but in the coming years it is bound to grow
tremendously not only domestically but also in its exports emerging as world le
aders in Writing Instruments. Indias writing instrument industry is reserved for
the small sector with a statutory limit on the maximum investment in plant and m
achinery at Rs 50 crores. As a result critical pen component like refills are ma
nufactured in house, while all non-critical components are outsourced. Most Indi
an companies cater to the Value for Money (i.e. high volume low value strategy) wh
ile international player caters to premiums segment operating through exclusive
distributers. Globally writing instruments industry is estimated at Rs 50000 cro
res (p.a). China controls approximately 10% of the global markets while the Indi
an share had so far been mini scale. But given the superior quality perception t
hat Made in India pens have

over the Chinese; the buying preference of major retailers has been shifting to
Indian products and brands. There are over 50 brands In Indias organized and unor
ganized sectors. With economic liberalization many premium international brands
entered India either independently or in collaboration with Indian manufacturers
and distributors. These includes Reynolds, Parker, Cross, Mont Blanc, Cartier,
Pierre Cardin and other designer pens from Episode, Frazer and Haws, Christian D
ior and waterman. Over the years, the market share flowed from the unbranded to
the branded sector. The market is segmented according to the following target au
dience:
Students(many of whom depend only on pencils and ball point pens) Freque
nt users(in offices across commercial and public establishments) Occasional user
s(housewives and literate manual workers)
While Indias literacy rate is a high 74%, all literates occasionally use ball or
fountain pens. While pen demand among the employed is relatively stagnant, deman
d among students is experiencing a healthy growth as this segment is more brands
conscious. The writing instrument market is dominated by ball point pens accoun
ting for 70% of Indias total pen demand, followed by gel pens at 20% and fountain
pens at 4%. 85% of users use blue, black and red ink. Category Type Students Co
mmercial 30-25 Multi-level 15-10 % user share 55-60
Source : - AC Nielsen Report (June 2012)
Table 2.1 Category Break up of Pen User
The above information regarding the writing instrument industry has been obtaine
d from the public sources like: Business line, Economic Times, Financial Express
, some companies catalog are used along with internet support.

2.1.2 GLOBAL WRITING INSTRUMENT INDUSTRY

Globally, writing instrument industry is rising at a healthy rate despite growin
g computerization. The global writing instrument industry is estimated at Rs 650
00 crores. (p.a) where USA markets grew by 5% last year (2005-06) and is expecte
d to grow by the same proportionate at this time too. China controls approximate
ly 10% of the global market, due to its manufacturing process. India is becoming
most preferred manufacturing destination after china. Indian product quality is
among best in the world, Compared to china mass market products. Indian market
is growing healthily at 15 to 20% and is expected to grow with same rate for upc
oming 2 to3 years (acc CAGR), where the organize sector now controls 70% market
share in 2011 as compared to 54% up to 2000.
2.1.3 MARKET AND MARKET INFORMATION (IN DETAILS)
The worldwide market size for writing industry is Rs 100000 Crores (p.a),where U
SAs market alone is $4.68 Billion Dollars (App Rs 21000 Crores). China exports of
pens are over Rs 5000 Crores (p.a). India exports of pens are over Rs 200 Crore
s (p.a). The annual turnover of the industry in India is now estimated at Rs 200
0 Crores per annum and is expected to increase at an annual growth rate by 15-20
% per annum. About 80% of Indias pen industry revenue comes from pens with a pric
e range of up to Rs. 15. A small percentage of pens are priced in the range of R
s. 100-300. The market for lower price range pens (up to Rs.15) is growing at 78% annually; the mid-range pen market is growing faster at 8-10%. India is viewe
d as a quality supplier, where as china as a cheaper and lower quality products
supplier. Germany, Japan, Taiwan & Korea were hubs for the writing instrument in
dustry, but due to cast factor manufactured have started shifting to China and I
ndia. Previously Switzerland was the manufacturing center for ball point tips, b
ut now India is emerging as a major Tip manufacturer satisfying not only Domesti
c demand but Global demand also.

2.1.4 REGULATORY REQUIREMENTS

In India as per law, the manufacturing of writing instruments is reserved or fal
ls under the category of SSI (Small Scale Industry Sector). Thus there is ceilin
g on investment in plant and machinery manufacturing process (Max Rs. 50 Crores)
, excluding mould making as it is highly capital intensive pert of manufacturing
. Of course any EOU (Export Oriented Unit) does not fall under this purview of S
SI.
2.1.5 CHANGING CONSUMER BEHAVIOUR
The purchase of a single pen used to be a considered decision until not too long
ago. Today, most consumers buy multiple pens in a single purchase. Because the
consumer would go out specifically to buy a pen earlier, today most buy along wi
th a number of other things as part of their monthly provisions. Earlier there w
as one pen to write, now interestingly even as communication getting increasing
psychological, there is different pen, ink, size of different moods, needs and s
ituation. Gone are the days where pen were just considered as merely an item of
writing. But now it is a quasi-fashion statement something thats aligns with your
personality, of course still the pen purchase decision is considered as low inv
olvement decision.
Market Break-up
28% Gel pens Ball pens 72%

Chart 2.1: Ball and Gel pen-Market Break-up (value)

Market share
20% Un organised 80% Organised
Chart 2.2: Market share of pen industry

2.2 COMPANY PROFILE

2.2.1 INTRODUCTION TO THE COMPANY
ITC is one of India's foremost private sector companies with a market capitalisa
tion of nearly US $ 30 billion and a turnover of over US $ 6.1 Billion. ITC is r
ated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most
Reputable Companies by Forbes magazine, among India's Most Respected Companies b
y Business World and among India's Most Valuable Companies by Business Today. IT
C ranks among India's `10 Most Valuable (Company) Brands', in a study conducted
by Brand Finance and published by the Economic Times. ITC also ranks among Asia'
s 50 best performing companies compiled by Business Week. 2.2.2 HISTORY OF ITC I
TC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco Compa
ny of India Limited'. A leased office on Radha Bazar Lane, Kolkata, was the cent
re of the Company's existence. The Company celebrated its 16th birthday on Augus
t 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now ren
amed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. The Company's ownershi
p progressively Indianised, and the name of the Company was changed to I.T.C. Li
mited in 1974. In recognition of the Company's multi-business portfolio encompas
sing a wide range of businesses - Cigarettes & Tobacco, Hotels, Information Tech
nology, Packaging, Paperboards & Specialty Papers, AgriExports, Foods, Lifestyle
Retailing and Greeting Gifting & Stationery - the full stops in the Company's n
ame were removed effective September 18, 2001.
ITC's Packaging & Printing Business was set up in 1925 as a strategic backward i
ntegration for ITC's Cigarettes business. It is today India's most sophisticated
packaging house. In 1975 the Company launched its Hotels business with the acqu
isition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chol
a'. Since then ITC's Hotels business has grown to occupy a position of leadershi
p, with over 70 owned and managed properties spread across India.

In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Pape
rboards Limited, which today has become the market leader in India. In 1985, ITC
set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. I
n August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was
changed to Surya Nepal Private Limited (Surya Nepal).
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing c
ompany and a major supplier of tissue paper to the cigarette industry. Tribeni T
issues Division was merged with the Bhadrachalam Paperboards Division to form th
e Paperboards & Specialty Papers Division in November 2002.
In 1990, leveraging its agri-sourcing competency ITC set up the Agri Business Di
vision for export of agri-commodities. ITC's unique and now widely acknowledged
e-Choupal initiative began in 2000 with Soya farmers in Madhya Pradesh. Now it e
xtends to 9 states covering over 4 million farmers. ITC's first rural mall, chri
stened 'Choupal Sagaar' was inaugurated in August 2004 at Sehore. On the rural r
etail front, 24 'Choupal Saagars' are now operational in the 3 states of Madhya
Pradesh, Maharashtra and Uttar Pradesh. In 2000, ITC launched a line of high qua
lity greeting cards under the brand name 'Expressions'. In 2002, the product ran
ge was enlarged with the introduction of Gift wrappers, Autograph books and Slam
books. In the same year, ITC also launched 'Expressions Matrubhasha', a vernacu
lar range of greeting cards in eight languages and 'Expressions Paperkraft', a r
ange of premium stationery products. In 2003, the company rolled out 'Classmate'
, a range of notebooks in the school stationery segment.
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 Lifestyl
e chain of exclusive stores later expanded its range to include Wills Classic fo
rmal wear (2002) and Wills Clublife evening wear (2003). ITC also initiated a fo
ray into the popular segment with its men's wear brand, John Players, in 2002. I
n 2006, Wills Lifestyle became title partner of the country's most premier fashi
on event - Wills Lifestyle India Fashion Week - that has gained recognition from
buyers and retailers as the single largest B-2-B platform for the Fashion Desig
n industry. In 2007, the Company introduced 'Miss Players'- a fashion brand in t
he popular segment for the young woman.

In 2000, ITC spun off its information technology business into a wholly owned su
bsidiary, ITC Infotech India Limited, to more aggressively pursue emerging oppor
tunities in this area. ITC's foray into the Foods business is an outstanding exa
mple of successfully blending multiple internal competencies to create a new dri
ver of business growth. It began in August 2001 with the introduction of 'Kitche
ns of India' ready-to-eat Indian gourmet dishes.
In 2002, ITC entered the confectionery and staples segments with the launch of t
he brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). 2
003 witnessed the introduction of Sunfeast as the Company entered the biscuits s
egment. ITC's entered the fast growing branded snacks category with Bingo! in 20
07. In 2002, ITC's philosophy of contributing to enhancing the competitiveness o
f the entire value chain found yet another expression in the Safety Matches init
iative. ITC now markets popular safety matches brands like iKno, Mangaldeep, Aim
, Aim Mega and Aim Metro.
ITC forayed into the marketing of agarbattis (incense sticks) in 2003 marked the
manifestation of its partnership with the cottage sector. ITC's popular agarbat
tis brands include Spriha and Mangaldeep across a range of fragrances like Rose,
Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa.
ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath
& body care products for men and women in July 2005. Inizio, the signature range
under Essenza Di Wills provides a comprehensive grooming regimen with distinct
lines for men (Inizio Homme) and women (Inizio Femme). Continuing with its tradi
tion of bringing world class products to Indian consumers the Company launched '
Fiama Di Wills', a premium range of Shampoos, Shower Gels and Soaps in September
, October and December 2007 respectively. The Company also launched the 'Superia
' range of Soaps and Shampoos in the mass-market segment at select markets in Oc
tober 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel range
of shampoos in June 2008.
ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Pa
pers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Tech
nology, Branded Apparel, Personal Care, Stationery, Safety Matches and other FMC
G products. While ITC is an outstanding market leader in its traditional busines
ses of Cigarettes, Hotels,

Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even

in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel, P
ersonal Care and Stationery. As one of India's most valuable and respected corpo
rations, ITC is widely perceived to be dedicatedly nation-oriented. Chairman Y C
Deveshwar calls this source of inspiration "a commitment beyond the market". In
his own words: "ITC believes that its aspiration to create enduring value for t
he nation provides the motive force to sustain growing shareholder value. ITC pr
actices this philosophy by not only driving each of its businesses towards inter
national competitiveness but by also consciously contributing to enhancing the c
ompetitiveness of the larger value chain of which it is a part." ITC's diversifi
ed status originates from its corporate strategy aimed at creating multiple driv
ers of growth anchored on its time-tested core competencies: unmatched distribut
ion reach, superior brand-building capabilities, effective supply chain manageme
nt and acknowledged service skills in hoteliering. Over time, the strategic fora
ys into new businesses are expected to garner a significant share of these emerg
ing high-growth 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 competitiv
eness by empowering Indian farmers through the power of the Internet. This trans
formational strategy, which has already become the subject matter of a case stud
y at Harvard Business School, is expected to progressively create for ITC a huge
rural distribution infrastructure, significantly enhancing the Company's market
ing reach. ITC's wholly owned Information Technology subsidiary, ITC Infotech In
dia Limited, is aggressively pursuing emerging opportunities in providing end-to
-end IT solutions, including e-enabled services and business process outsourcing
. ITC's production facilities and hotels have won numerous national and internat
ional awards for quality, productivity, safety and environment management system
s. ITC was the first company in India to voluntarily seek a corporate governance
rating. ITC employs over 26,000 people at more than 60 locations across India.
The Company continuously endeavors to enhance its wealth generating capabilities
in a globalising environment to consistently reward more than 3,75,000 sharehol
ders, fulfill the aspirations of

its stakeholders and meet societal expectations. This over-arching vision of the
company is expressively captured in its corporate positioning statement: "Endur
ing Value. For the nation. For the Shareholder." 2.2.3 ITCs Product Mix Cigarette
s ITC is the market leader in cigarettes in India. With its wide range of invalu
able brands, it has a leadership position in every segment of the market. It s h
ighly popular portfolio of brands includes Insignia, India Kings, Classic, Gold
Flake, Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake.
The C
ompany has been able to build on its leadership position because of its single m
inded focus on value creation for the consumer through significant investments i
n product design, innovation, manufacturing technology, quality, marketing and d
istribution. All initiatives are therefore worked upon with the intent to fortif
y market standing in the long term. This in turns aids in designing products whi
ch are contemporary and relevant to the changing attitudes and evolving socio ec
onomic profile of the country. This strategic focus on the consumer has paid ITC
handsome dividends.
ITC s pursuit of international competitiveness is reflected
in its initiatives in the overseas markets. In the extremely competitive US mar
ket, ITC offers high-quality, value-priced cigarettes and Roll-your-own solution
s. In West Asia, ITC has become a key player in the GCC markets through growing
volumes of its brands.
ITC s cigarettes are produced in its state-of-the-art fac
tories at Bengaluru, Munger, Saharanpur and Kolkata. These factories are known f
or their high levels of quality, contemporary technology and work environment.
FMCG Foods
ITC made its entry into the branded & packaged Foods business in Augu
st 2001 with the launch of the Kitchens of India brand. A more broad-based entry
has been made since June 2002 with brand launches in the Confectionery, Staples
and Snack Foods segments.
The packaged foods business is an ideal avenue to lev
erage ITC s proven strengths in the areas of hospitality and branded cuisine, co
ntemporary packaging and sourcing of

agricultural commodities. ITC s world famous restaurants like the Bukhara and th
e Dum Pukht, nurtured by the Company s Hotels business, demonstrate that ITC has
a deep understanding of the Indian palate and the expertise required to transla
te this knowledge into delightful dining experiences for the consumer. ITC has s
tood for quality products for over 98 years to the Indian consumer and several o
f its brands are today internationally benchmarked for quality.
The Foods busine
ss carries forward this proud tradition to deliver quality food products to the
consumer. All products of ITC s Foods business available in the market today hav
e been crafted based on consumer insights developed through extensive market res
earch. Apart from the current portfolio of products, several new and innovative
products are under development in ITC s state-of-the-art Product Development fac
ility located at Bengaluru.
Leadership in the Foods business requires a keen und
erstanding of the supply chain for agricultural produce. ITC has over the last 9
8 years established a very close business relationship with the farming communit
y in India and is currently in the process of enhancing the Indian farmer s abil
ity to link to global markets, through the e-Choupal initiative, and produce the
quality demanded by its customers. This longstanding relationship is being leve
raged in sourcing best quality agricultural produce for ITC s Foods business. Th
e Foods business is today represented in 4 categories in the market. These are:
Ready To Eat Foods Staples Confectionery Snack Foods

In order to assure consumers of the highest standards of food safety and hygiene
, ITC is engaged in assisting outsourced manufacturers in implementing world-cla
ss hygiene standards through HACCP certification. The unwavering commitment to i
nternationally benchmarked quality standards enabled ITC to rapidly gain market
standing in all its 6 brands:
Kitchens of India Aashirvaad Sunfeast mint-o

Candyman Bingo!
Lifestyle Retailing
ITCs Lifestyle Retailing Business Division has established a
nationwide retailing presence through its Wills Lifestyle chain of exclusive spe
cialty stores. Wills Lifestyle, the fashion destination, offers a tempting choic
e of Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening w
ear, fashion accessories and Essenza Di Wills an exclusive range of fine fragran
ces and bath & body care products and Fiama Di Wills - a range of premium shampo
os and shower gels. Wills Lifestyle has also introduced Wills Signature designer
wear, designed by the leading designers of the country. With a distinctive pres
ence across segments at the premium end, ITC has also established John Players a
s a brand that offers a complete fashion wardrobe to the male youth of today. Th
e recent launch of Miss Players with its range of trendy fashion wear for young
women has been a successful addition to the youthful offering. With its brands,
ITC is committed to build a dominant presence in the apparel market through a ro
bust portfolio of offerings. At Wills Lifestyle, customers can browse at leisure
, and shop in a relaxed and pleasing atmosphere. The use of space is refreshing,
which is reflected even in the spacious changing rooms. Every store offers an i
nternational retailing ambience with the extensive use of glass, steel and grani
te, reflecting the most contemporary trends in store design, thereby creating a
splendid backdrop for the premium offerings.
Wills Lifestyle was named Superbran
d 2009 by the Superbrands Council of India recently. Wills Lifestyle has been tw
ice declared 'The Most Admired Exclusive Brand Retail Chain of the Year' at the
Images Fashion Awards in 2001 & 2003 as well as 'Most Admired Fashion Brand of t
he year - Fashion Forward' in 2009.
Personal Care
In line with ITC's aspiration to be India's premier FMCG company,
recognised for its world-class quality and enduring consumer trust, ITC forayed
into the Personal Care business in July 2005. In the short period since its entr
y, ITC has already launched an array of brands, each of which offers a unique an
d superior value proposition to

discerning consumers. Anchored on extensive consumer research and product develo

pment, ITC's personal care portfolio brings world-class products with clearly di
fferentiated benefits to quality-seeking consumers.
ITC's Personal Care portfoli
o under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel Di Wills' 'Vivel UltraP
ro', 'Vivel' and 'Superia' brands has received encouraging consumer response and
is being progressively extended nationally. ITC's state-of-the-art manufacturin
g facility meets stringent requirements of hygiene and benchmarked manufacturing
practices. Contemporary technology and the latest manufacturing processes have
combined to produce distinctly superior products which rank high on quality and
consumer appeal. Extensive insights gained by ITC through its numerous consumer
engagements have provided the platform for its R&D and Product Development teams
to develop superior, differentiated products that meet the consumer's stated an
d innate needs. The product formulations use internationally recognised safe ing
redients, subjected to the highest standards of safety and performance.
Education & Stationary products
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 ble
nd its core capabilities to market a growing range of education and stationery p
roducts. These capabilities include, a. Manufacturer of Indias first Ozone treate
d environment friendly Elemental
Chlorine Free (ECF) pulp, paper and paperboard. b. Knowledge of image processing
, printing & conversion garnered from its Printin Business.
Packaging& c.
Brand Building & Trade Marketing & Distribution strengths resident in its
FMCG Business. ITCs stationery Brands are marketed as Classmate and Paperkraft, with
Classmate addressing the needs of students and Paperkraft targeted towards colle
ge students and executives.

Classmate - Indias truly largest National brand, reaching 65,000 outlets across t
he country, has over 300 variants in its range which comprises notebooks, long b
ooks, practical books, drawing books, scrap books, reminder pads etc.

The Classmate Fun N Learn range of children books targeting pre school learners,
comprising categories like Pre School Learner, Active Minds and Read Aloud Tale
s with features like Wipe n Use again, Trace & Color and Puzzles ensure that a c
hild s first lessons are truly enjoyable.

Classmate Invento Geometry Boxes, launched for school students comprise a worldc
lass precision compass and high quality plastic instruments coupled with interes
ting trivia and useful information, to make geometry more fascinating for studen
ts.

Aesthetically designed, Classmate pens offer the consumer a smoother and more co
mfortable writing experience through use of ergonomic design, reducing the effor
t required for writing. The initial launch comprises ball pens - Classmate Safar
i and Classmate Ilet - and gel pens - Classmate Glider and Classmate Octane.

A new entry to the Classmate portfolio is its range of HB Jet Black pencils. Des
igned attractively for school kids, the pencils offer a unique advantage of less
er lead wear out and thus, Stay Sharper for Longer.

The Classmate Notebook range builds in regional preferences and caters to the re
quirements of All India & State Education Boards. Every Classmate notebook carri
es ITC s Corporate Social Responsibility message on its back. For every four Cla
ssmate Notebooks, ITC contributes Re. 1 to its rural development initiative that
supports, among other projects, primary education in villages.

Classmate has successfully run the Classmate Young Author & Artist Contest for 5 y
ears. The contest is a national level event going across 34 cities and getting p
articipation from 5000 schools.

The Paperkraft range consists of premium stationery with a wide variety for exec
utives to choose from. The assortment consists of notepads & multi subject noteb
ooks in hard, soft covers & multiple binding formats including spirals, wiros et
c.

The Paperkraft brand recently launched premium business paper an environment fri
endly multipurpose paper for office and home use. The paper has been crafted by
ITCs Bhadrachalam unit using a pioneering technology, called Ozone Treated Element
al Chlorine Free technology. Paperkraft business paper is the whitest and

brightest 75 & 70 GSM papers manufactured in India and provides consumers an opp
ortunity to Go Green.
Safety Matches
As part of its strategic initiative to create multiple drivers of
growth in the FMCG sector, ITC commenced marketing safety matches sourced from
the small-scale sector. The Matches business leverages the core strengths of ITC
in marketing and distribution, brand building, supply chain management and pape
rboard & packaging to offer Indian consumers high quality safety matches.
ITCs ra
nge of Safety matches include popular brands like i Kno, Mangaldeep, Aim, Aim Me
ga and Aim Metro. With differentiated product features and innovative value addi
tions, these brands effectively address the needs of different consumer segments
. The Aim brand is the largest selling brand of Safety Matches in India. ITC als
o exports regular and premium safety matches brands to markets such as Middle Ea
st, Africa and the USA. The successful acquisition of Wimco Ltd. by Russell Cred
it Ltd., a wholly owned subsidiary of ITC has consolidated the market standing o
f the Company's Matches business through synergy benefits derived through combin
ed portfolio of offerings, improved servicing of proximal markets and freight op
timization. Through its participation, ITC aims to enhance the competitiveness o
f the small and medium scale sectors through its complementary R&D based product
development and marketing strengths, especially the breadth and depth of the Co
mpany's trade marketing and distribution. Agarbattis As part of ITC's business s
trategy of creating multiple drivers of growth in the FMCG sector, the Company c
ommenced marketing Agarbattis (incense sticks) sourced from small-scale and cott
age units in 2003. This business leverages the core strengths of ITC in nation-w
ide distribution and marketing, brand building, supply chain management, manufac
ture of high quality paperboards and the creation of innovative packaging soluti
ons to offer Indian consumers high quality Agarbattis. With its participation in
the business, ITC aims to enhance the competitiveness of the small and medium s
cale sectors through its complementary R&D based product development and strengt
hs in trade marketing and distribution.

Mangaldeep Agarbattis are available in a wide range of fragrances like Rose, Jas
mine, Bouquet, Sandalwood, Madhur, Durbar, Tarangini, Anushri, Ananth and Mogra.
Mangaldeep Yantra is a special offering from ITC and this specially created fra
grance evokes the ambience of a temple. The premium range from ITC, Mangaldeep S
priha has two offerings, Pratiti and Sarvatra and are specially hand rolled by C
ottage Industries, Sri Aurobindo Ashram, Puducherry. Cottage Industries, Puduche
rry, has recently been accredited with IFAT certification, which is an internati
onally recognized benchmark for fair trade practices.

Mangaldeep is also available in 3-in-1 and 5-in-1 packs giving the consumer a ch
oice of multiple fragrances in a single pack. Mangaldeep appeals to a cross-sect
ion of consumers with offerings at various price points. These agarbattis are av
ailable in innovative 'Fragrance-Locked' packaging. 'Fragrance locking' is a uni
que concept of packaging which retains the fragrance for a longer period and hel
ps in "Completing the Purity of Prayer". Mangaldeep is fast emerging as the only
national brand in an industry dominated by multiple local brands.

In line with ITC's Triple Bottom Line philosophy of every business contributing
to the nation's economic, environmental and social capital, Mangaldeep agarbatti
s are manufactured by small scale and cottage units, providing livelihood opport
unities for more than 5000 people. Seven out of 10 Mangaldeep Agarbatti manufact
uring units are ISO 9000 certified. Mangaldeep ASHA (Assistance in Social Habili
tation through Agarbattis) is an ITC initiative to improve the quality of raw ag
arbatti production and provide better value realization for women rollers. Under
the project, ITC has extended support to NGOs in states and like Bihar, Tripura
, Tamil Nadu, who are setting up agarbatti units, training village women in roll
ing agarbattis and employing them in these units.

Expressions Aromatic Candles o Leveraging its deep consumer insight, ITC's Agarb
atti business recently launched "Expressions" Premium Range of Aromatic Candles
in India through Wills Lifestyle Stores. Research on usage and attitude reveals
a strong linkage of candles to attributes like Romance, Decoration and Wellness
(Aromatherapy).

o The Expressions range of Aromatic candles comprises Amour - the Romance Series
, Adora - the Decor Series and Nirvana - the Spa Series. The basis of segmentati
on is colour and fragrance - Red for romance, Purple for dcor and Green for welln
ess. The fragrance of the candles have been specially selected are made from the
finest perfumes and oils. Each candle's fragrance, shape and design are careful
ly chosen with a distinct sensation and ambience in mind. Ideal for gifting, Exp
ressions Aromatic Candles promise to soothe, uplift and transform.
Hotels
ITC entered the hotels business in 1975 with the acquisition of a hotel i
n Chennai, which was then rechristened ITC Chola. Since then the ITC-Welcomgroup
brand has become synonymous with Indian hospitality. With over 100 hotels in mo
re than 80 destinations, ITC-Welcomgroup has set new standards of excellence in
the hotel industry in Accommodation, Cuisine, Environment and Guest Safety. ITC'
s Hotels business is one of India's finest and fastest growing hospitality chain
s. ITC Hotels' commitment to delivering globally benchmarked services, embedded
in a culture deeply rooted in India's rich tradition of hospitality, gives it a
unique and distinct identity.
A leader in the premium hospitality segment, ITC Hotels have had the privilege o
f hosting world leaders, Heads of State and discerning guests from across the wo
rld and within.

ITC-Welcomgroup pioneered the holistic concept of 'branded accommodation' in the

hospitality industry. It was the first to launch the idea of a 'Hotel within a
Hotel' by segmenting, customizing and branding hotel services like 'ITC One', 'T
owers' and the 'Executive Club'. Each of these caters to specialized needs of th
e global business traveller with unmatched quality and a range of custom-made se
rvices.
Paperboard and Specialty papers

ITCs Paperboards and Specialty Papers Division is Indias largest and most technolo
gically advanced paper and paperboards business. ITC caters to a wide spectrum o
f packaging, graphic, communication, writing, printing and specialty paper requi
rements through its four world-class mills in India. Having pioneered many speci
ality applications like cigarette tissues, packaging boards, aseptic cartons and
gypsum liners, ITCs Paperboards and Specialty papers business enjoys market lead
ership in the value-added paperboards segment, and also has a significant share
of the Indian paperboards market. It is also the largest Indian exporter of coat
ed boards.
Packaging
ITC's Packaging & Printing Business is the country's largest convertor
of paperboard into packaging. It converts over 50,000 tonnes of paper and paper
board per annum into a variety of value-added packaging solutions for the food &
beverage, personal products, cigarette, liquor, cellular phone and IT packaging
industries. It has also entered the Flexibles and Corrugated Cartons business.
The Division, which was set up in 1925 as a strategic backward integration for I
TC's Cigarettes business, is today India's most sophisticated packaging house. S
tate-of-theart technology, world-class quality and a highly skilled and dedicate
d team have combined to position ITC as the first-choice supplier of high value
added packaging. The Division supplies value-added packaging to the Company's Ci
garettes business. Its client list includes several well-known national and inte
rnational companies like British American Tobacco, Philip Morris International,
Surya Nepal Private Limited, VST Industries, UB Group, Nokia, Flextronics, Foxco
nn, FMC India Pvt Ltd., Pernod Ricard, Allied Domecq, Whyte & Mackay, Hindustan
Lever, Tata Tetley, Nestle and Reckitt Benkiser India Limited, etc.
With all the
three factories at Tiruvottiyur near Chennai, Munger in Bihar and Haridwar in U
ttarakhand certified to ISO 9001, ISO 14001 and OHSAS 18001, the Company offers
a comprehensive product range in packaging: Flip-top boxes Display outers Shells
and Slides Soft cup and strap Labels Bundle Wraps Flap boxes Inner Frames Coupo
n Inserts Folding Cartons

Fluted Cartons Packaging

Shoulder Boxes
Pre-printed cork tipping
Flexibles
ITC occupies a leadership position in cigarette and liquor packaging in India. I
t supplies packaging to cover 70 billion cigarettes a year domestically, and sup
plies packaging for 15 billion cigarette sticks a year for the export market. It
is the largest supplier of liquor mono cartons in the country.

ITC has enhanced the value of some of the most favoured brands with superior loo
kand-feel packaging, using the best raw materials and process combinations, and
an inhouse pre-press Design Centre.

A Product Introduction Process team pioneers packaging innovations. The team use
s a unique process to pilot the client's packaging through its manufacturing sys
tem. Specifications are evolved based on clients' needs. Corresponding to the sp
ecifications, a variety of packaging solutions is then generated. The efficacy o
f the packaging is tested simulating the client's factory conditions.
2.2.4 VISION OF THE COMPANY Sustain ITC's position as one of India's most valuab
le corporations through world class performance, creating growing value for the
Indian economy and the Companys stakeholders. 2.2.5 MISSION OF THE COMPANY To enh
ance the wealth generating capability of the enterprise in a globalising environ
ment, delivering superior and sustainable stakeholder value. 2.2.6 ITCs CORE VALU
ES ITC s Core Values are aimed at developing a customer-focused, high-performanc
e organisation which creates value for all its stakeholders: Trusteeship As prof
essional managers, we are conscious that ITC has been given to us in "trust" by
all their stakeholders. ITC actualise stakeholder value and interest on a long-t
erm sustainable basis. Customer Focus ITC is always customer focused and will de
liver what the customer needs in terms of value, quality and satisfaction.

Respect For People ITC is result oriented, setting high performance standards as
individuals and teams. ITC simultaneously respect and value people and uphold h
umanness and human dignity. ITC acknowledge every individual brings different pe
rspectives and capabilities to the team and that a strong team is founded on a v
ariety of perspectives. ITC want individuals to dream, value differences, create
and experiment in pursuit of opportunities and achieve leadership through teamw
ork. Excellence ITC do what is right, do it well and win. ITC will strive for ex
cellence in whatever they do. Innovation ITC will constantly pursue newer and be
tter processes, products, services and management practices. Nation Orientation
ITC is aware of their responsibility to generate economic value for the Nation.
In pursuit of their goals, ITC will make no compromise in complying with applica
ble laws and regulations at all levels. ITCs Philosophy ITC believes in practicin
g ethical behaviour among the corporate citizen. The company follows an HR polic
y that is regulated by Teamwork, Trust, Collaboration, Mutuality, Meritocracy, O
bjectivity, Collaboration, Self-respect and Human-dignity. It is also deeply com
mitted to make the company a gender friendly place for each individual while als
o ensuring enhancement of equal opportunities for men and women, preventing sexu
al harassment of any form and the adherence to good employment practices. It is
ensured that the interest of the company is foremost and in this context accepta
nce of any kind of gifts or payments from suppliers or customers is viewed as a
serious breach of company discipline. And such acts are also considered as damag
ing to the reputation of the company. High standards of house keeping and hygien
e are followed to ensure excellent physical working conditions. It is understood
that all the directors, senior management and employees shall conduct themselve
s in an honest manner and avoid any conflict of interest.

The top officials and employees of ITC believe that ITC provides them freedom at
work and resources to experiment. Employees take pride in working for ITC for i
ts work culture, environment, and the way people are treated. They are consulted
before a new project\system is introduced and their concerns and suggestions ad
dressed. ITC also gives a lot of input to develop their skill and career. They g
ive utmost importance to equal opportunities, better work environment.
2.2.7 CERTIFICATION OF ITC
ITC constantly endeavors to benchmark its products, services and processes to gl
obal standards. The Company s pursuit of excellence has earned it national and i
nternational honors. ITC is one of the eight Indian companies to figure in Forbe
s A-List for 2004, featuring 400 of "the world s best big companies". Forbes has
also named ITC among Asia s Fab 50 and the World s Most Reputable Companies IT
C is the first Indian company and the second in the world to win the prestigious
Development Gateway Award. It won the $100,000 Award for the year 2005 for its
trailblazing ITC e-Choupal initiative which has achieved the scale of a movement
in rural India. The Development Gateway Award recognizes ITC s e-Choupal as the
most exemplary contribution in the field of Information and Communication Techn
ologies (ICT) for development during the last 10 years. ITC e-Choupal won the Aw
ard for the importance of its contribution to development priorities like povert
y reduction, its scale and replicability, sustainability and transparency. ITC h
as won the inaugural World Business Award , the worldwide business award recogn
izing companies who have made significant efforts to create sustainable liveliho
od opportunities and enduring wealth in developing countries. The award has been
instituted jointly by the United Nations Development Programme (UNDP), Internat
ional Chamber of Commerce (ICC) and the HRH Prince of Wales International Busine
ss Leaders Forum (IBLF). ITC is the first Corporate to receive the Annual FICCI
Outstanding Vision Corporate Triple Impact Award in 2007 for its invaluable cont
ribution to the triple bottom line benchmarks of building economic, social and n
atural capital for the nation.

ITC has won the Golden Peacock Awards for Corporate Social Responsibility (Asia
) in 2007, the Award for CSR in Emerging Economies 2005 and Excellence in Corporat
e Governance' in the same year. These Awards have been instituted by the Institu
te of Directors, New Delhi, in association with the World Council for Corporate
Governance and Centre for Corporate Governance ITC's cigarette factory in Kolkat
a is the first such unit in India to get ISO 9000 quality certification and the
first among cigarette factories in the world to be awarded the ISO 14001 certifi
cation ITC Maurya in New Delhi is the first hotel in India to get the coveted IS
O 14001 Environment Management Systems certification. ITC Filtrona is the first
cigarette filter company in the world to obtain ISO 14001 ITC Infotech finds pri
de of place among a select group of SEI CMM Level 5 companies in the world. ITC'
s Green Leaf Threshing plant in Chirala is the first in India and among the firs
t 10 units in the world to bag the Social Accountability (SA 8000) certification
ITC Chairman Y C Deveshwar has received several honors over the years. Notable
among them are: Year Award
2007
SAM/SPG Sustainability Leadership Award conferred at the International Sustainab
ility Leadership Symposium, Zurich.
2006
Business Person of the Year from UK Trade & Investment, the UK Government organi
sation that supports overseas businesses in that country.
2006 2005 2001
Inducted into the `Hall of Pride' by the 93rd Indian Science Congress Honoured w
ith the Teacher's Lifetime Achievement Award Manager Entrepreneur of the Year fr
om Ernst & Young Retail

Visionary of the Year from Images, India's only fashion and retail trade magazin
e 1998 1996 1994 Honorary Fellowship from the All India Management Association D
istinguished Alumni Award from IIT, Delhi Marketing Man of the Year from A&M, th
e leading marketing magazine 1986 Meridien Hotelier of the Year
ITC has won the 'Enterprise Business Transformation Award' for Asia Pacific (Apa
c), instituted by Infosys Technologies and Wharton School of the University of P
ennsylvania for its celebrated e-Choupal initiative. ITC is the only Indian FMCG
Company to have featured in the Forbes 2000 list. The Forbes 2000 is a comprehe
nsive ranking of the world's biggest companies, measured by a composite of sales
, profits, assets and market value. The list spans 51 countries and 27 industrie
s. ITC continues its dominance of The Economic Times' Brand Equity listing of In
dia's 100 Biggest FMCG Brands, with three brands from its stable making it to th
e top five. Gold Flake remains India's biggest FMCG brand in terms of sales. Nav
y Cut ranks at No. 4. ITC's Scissors brand ranks at No 5 and is the only new ent
rant into the top 10. Restaurant magazine has chosen Bukhara at the ITC Maurya,
New Delhi as the best Indian restaurant in the world and the best restaurant in
Asia. Bukhara has also been adjudged one of the top 50 restaurants in the world
by the London based magazine 'The Good Food Guide'. Bukhara is the only South As
ian restaurant to figure in the list. ITC's Lifestyle Retailing Business Divisio
n (LRBD) has won the "Best Supply Chain Practices Award" for time-effective and
cost-efficient Logistics Management in Organized Retail. The awards were organiz
ed by Retailers Association of India (RAI) in association with ITW Signode - the
International leaders in packaging solutions.

CHAPTER -3 REVIEW OF LITERATURE

3.1Consumer Buying Behaviour

Definition of Buying Behaviour: Buying Behaviour is the decision processes and a
cts of people involved in buying and using products. Consumer Buying Behaviour r
efers to the buying behaviour of the ultimate consumer. A firm needs to analyze
buying behaviour for:
Buyers reactions to a firms marketing strategy has a great impact on the firms suc
cess.

The marketing concept stresses that a firm should create a Marketing Mix (MM) th
at satisfies (gives utility to) customers, therefore need to analyze the what, w
here, when and how consumers buy.

Marketers can better predict how consumers will respond to marketing strategies.
3.2 Stages of the Consumer Buying Process
Six Stages to the Consumer Buying Decision Process (For complex decisions). Actu
al purchasing is only one stage of the process. Not all decision processes lead
to a purchase. All consumer decisions do not always include all 6 stages, determ
ined by the degree of complexity The 6 stages are: 1. Problem Recognition(awaren
ess of need)--difference between the desired state and the actual condition. Def
icit in assortment of products. Hunger--Food. Hunger stimulates your need to eat
.. 2. Information search-o o
Internal search, memory. External search if you need more information. Friends a
nd relatives (word of mouth). Marketer dominated sources; comparison shopping; p
ublic sources etc.

A successful information search leaves a buyer with possible alternatives, the e

voked set. 3. Evaluation of Alternatives--need to establish criteria for evaluat
ion, features the buyer wants or does not want. Rank/weight alternatives or resu
me search.. Information from different sources may be treated differently. Marke
ters try to influence by "framing" alternatives. 4. Purchase decision--Choose bu
ying alternative, includes product, package, store, method of purchase etc. 5. P
urchase--May differ from decision, time lapse between 4 & 5, product availabilit
y.
6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive
Dissonance, have you made the right decision. This can be reduced by warranties,
after sales communication etc.
3.3 Types of Consumer Buying Behaviours
Types of consumer buying behaviour are determined by:
Level of Involvement in purchase decision. Importance and intensity of interest
in a product in a particular situation.

Buyers level of involvement determines why he/she is motivated to seek informati

on about a certain products and brands but virtually ignores others.
High involvement purchases--Honda Motorbike, high priced goods, products visible
to others, and the higher the risk the higher the involvement. Types of risk:
Personal risk Social risk Economic risk
The four type of consumer buying behaviour are:

Routine Response/Programmed Behaviour--buying low involvement frequently purchas

ed low cost items; need very little search and decision effort; purchased almost
automatically. Examples include soft drinks, snack foods, milk etc.

Limited Decision Making--buying product occasionally. When you need to obtain in

formation about unfamiliar brand in a familiar product category, perhaps. Requir
es a moderate amount of time for information gathering. Examples include Clothes
-know product class but not the brand.

Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or

infrequently bought products. High degree of economic/performance/psychological
risk. Examples include cars, homes, computers, education. Spend a lot of time s
eeking information and deciding.

Impulse buying, no conscious planning.

3.4 Categories that Affect the Consumer Buying Decision Process
A consumer, making a purchase decision will be affected by the following three f
actors: 1. Personal 2. Psychological 3. Social Personal Unique to a particular p
erson. Demographic Factors. Sex, Race, Age etc.Who in the family is responsible
for the decision making. Young people purchase things for different reasons than
older people. Psychological factors Psychological factors include:
Motives--A motive is an internal energizing force that orients a person's activi
ties toward satisfying a need or achieving a goal. Actions are effected by a set
of motives, not just one. If marketers can identify motives then they can bette
r develop a marketing mix. Physiological
o
Safety

o o o
Love and Belonging Esteem
Self-Actualization Need to determine what level of the hierarchy the consumers a
re at to determine what motivates their purchases.

Perception- Perception is the process of selecting, organizing and interpreting

information inputs to produce meaning. Information inputs are the sensations rec
eived through sight, taste, hearing, smell and touch.

Ability and Knowledge-Need to understand individuals capacity to learn. Learning

, changes in a person's behaviour caused by information and experience. Therefor
e to change consumers' behaviour about your product, need to give them new infor
mation about the product...free sample etc.

Attitudes-Knowledge and positive and negative feelings about an object or activi

tymaybe tangible or intangible, living or non- living...Attitudes and attitude c
hange are influenced by consumers personality and lifestyle. Consumers screen in
formation that conflicts with their attitudes. Distort information to make it co
nsistent and selectively retain information that reinforces our attitudes. There
is a difference between attitude and intention to buy (ability to buy).

Personality-all the internal traits and behaviours that make a person unique, un
iqueness arrives from a person's heredity and personal experience Traits effect
the way people behave. Marketers try to match the store image to the perceived i
mage of their customers. There is a weak association between personality and Buy
ing Behaviour, this may be due to unreliable measures. Nike ads. Consumers buy p
roducts that are consistent with their self-concept.

Lifestyles-Lifestyles are the consistent patterns people follow in their lives.

Social Factors Consumer wants, learning, motives etc. are influenced by opinion
leaders, person's family, reference groups, social class and culture.
Opinion leaders-Spokespeople etc. Marketers try to attract opinion leaders...the
y actually use (pay) spokespeople to market their products. Michael Jordon (Nike
, McDonalds, Gatorade etc.)

Roles and Family Influences-Role...things you should do based on the expectation

s of you from your position within a group. People have many roles. Husband, fat
her, employer/ee. Individuals role are continuing to change therefore marketers
must continue to update information.

Reference Groups-Individual identifies with the group to the extent that he take
s on many of the values, attitudes or behaviours of the group members.Families,
friends, sororities, civic and professional organizations.Any group that has a p
ositive or negative influence on a persons attitude and behaviour.The degree to
which a reference group will affect a purchase decision depends on an individual
s susceptibility to reference group influence and the strength of his/her involv
ement with the group.

Social Class-An open group of individuals who have similar social rank. US is no
t a classless society. US criteria; occupation, education, income, wealth, race,
ethnic groups and possessions. Social class determines to some extent, the type
s, quality, quantity of products that a person buys or uses. Lower class people
tend to stay close to home when shopping, do not engage in much prepurchase info
rmation gathering. Stores project definite class images.Family, reference groups
and social classes are all social influences on consumer behaviour. All operate
within a larger culture.

Culture and Sub-culture-Culture refers to the set of values, ideas, and attitude
s that are accepted by a homogenous group of people and transmitted to the next
generation.Culture also determines what is acceptable with product advertising.
Culture determines what people wear, eat, reside and travel. Cultural values in
the US are good health, education, individualism and freedom. In american cultur
e time scarcity is a growing problem. IE change in meals. Big impact on internat
ional marketing.Different society, different levels of needs, different cultural
values. Culture can be divided into subcultures:
o o
geographic regions human characteristics such as age and ethnic background.
Culture effects what people buy, how they buy and when they buy.

CHAPTER 4 RESEARCH METHODOLOGY

RESEARCH
Research is a process in which the researcher wishes to find out the end result
for a given problem and thus the solution helps in future course of action. The
research has been defined as A careful investigation or enquiry especially throug
h search for new fact i n any branch of knowledge.
4.1 RESEARCH METHODOLOGY
The procedure using, which researchers go about their work of describing, explai
ning and predicting phenomena, is called Methodology. Methods compromise the pro
cedures used for generating, collecting, and evaluating data. Methods are the wa
ys of obtaining information useful for assessing explanation.
4.2 RESEARCH DESIGN
Research design is the specification of the method and procedure for acquiring t
he information needed to solve the problem. Degree of research question: Explora
tory study is done for the study of consumer buying behaviour Time Dimension: Th
e study was done using Cross Sectional method(As the Study is done only once in
the pre specified period of 8 weeks, longitudinal study was not possible). Resea
rch Instrument: Questionnaire is the research instrument used here.The researche
r has effectively used both open ended and close ended questions Method of Data
Collection The data has been collected in two ways.
Primary Data: Primary data a
re those, which are collected for the first time, and they are original in chara
cter. A suitable combination of Questionnaire techniques, & discussion with the
respondents was used to collect the required primary data. Primary data gives hi
gher accuracy and facts, which is very helpful for any research and its findings
. The researcher has collected primary data from questionnaire (i.e.) personal i
nterview.

Secondary Data: - The secondary data are those, which are already collected by s
omeone for some purpose and are available for the present study. Secondary data
was collected from the magazines, websites, and other such sources.
Sampled Population A population is a group of individuals, object or items from
which samples are taken for measurement. All items in any field of enquiry const
itute the universe. Here population refers to the number of consumers and retail
ers who are using and selling various pens. The sample population includes peopl
e from various categories like Business Person, Service Person, Student, Housewi
fe's Etc. Sampling Area Is the place where the sample is drowned. Here the resea
rchers take samples from various parts of Kottayam districts in Kerala Sample Si
ze The number of sampling unit selected from the Population is called the size o
f the sample. The sample size selected was 100 for consumers survey and 50 for re
tailers survey Sampling technique Here the researcher uses probability sampling m
ethod.ie simple random sampling is used as the sampling technique. 4.3 STATISTIC
AL TOOLS USED
PERCENTAGE METHOD In this project percentage method test and used. The following
are the formula
Percentage of Respondent =
No. of Respondent Total no. of Respondent
x 100

CHAPTER- 5 DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

The Analysis of data involves identifying the relations of quantified informatio
n to the research problem in hand. Here percentage analysis is the tool for anal
yzing the data and establishing a relationship between the information gathered
and the research problem.
INTERPRETATION The process of drawing inferences from the analyzed data in a res
earch process is called as interpretation. It refers to the technique of drawing
inference from the collected facts and explaining the significance of those inf
erences after an analytical and experimental study. It is a search for broader a
nd more abstract means of the research findings.

5.1 CONSUMER BUYING BEHAVIOUR QUESTIONNAIRE ANALYSIS

SAMPLE SIZE DETAILS: Sample Population: Business Person, Service Person, Student
, Housewife's Etc. Sample Size: 100 Consumers Age Group:
Sl. No.
Age Group
Number 52 31 9 5 3
1 2 3 4 5
15-20 20-25 25-35 35-50 Above 50
Source: - Field survey
Table 5.1.1 Age group
35-50 5% Above 50 3% 15-20 52%
25-35 9%
20-25 31%
Chart 5.1.1 Age group
Occupation:

Sl. No. 1 2 3 4
Category Student Business Person Regular Employee Others
Source: - Field survey
Number 76 12 8 4
Table 5.1.2 Occupation details
Regular Employee 8% Others 4%
Business Person 12%
Student 76%
Chart 5.1.2 Occupation details
Q 1). Which type of Pen do you currently use?
Sl. No. 1 2 3 4 Category Ball Pen Gel Pen Ink Pen Premium pen
Source: - Field survey
Number 84 12 2 2
Table 5.1.3 Types of pen using by consumer

Gel Pen 12%

Ink Pen 2%
Premium pen 2%
Ball Pen 84%
Chart 5.1.3 Type of pen using by consumer Findings: - Almost 84% of the responde
nts say that they use Ball Pen. And the next best usage is of Gel Pen by 12%, In
k & Premium Pen are least preferred by the consumers in the modern or present ma
rket condition Inference: - Majority of the consumers prefers and uses Ball Pen
than any other type of pens
Q 2). Which Brand Of Ball Pen do prefer to write?
Purpose: - Main purpose behind this question is to know the most preferred brand
in the current market situation Sl. No. 1 2 3 4 5 6 7 Brands Classmate Reynolds
Cello Lexi Linc Italia Others
Source: - Field survey
Number 9 12 46 25 3 2 3
Table 5.1.4 Most preferred brands

Linc 3%
Italia 2% Lexi 25%
Others 3%
Classmate 9%
Reynolds 12%
Cello 46%
Chart 5.1.4 Most preferred brands Findings: - From the above chart it has been a
nalysed that majority of the consumers (i.e.) 46% of them prefer Cello as a bran
d to be used which is followed by Reynolds & Lexi by 12% & 25% responses whereas
classmate pen are used by 9% only.
Inference:- Cello is the most preferred brand among consumers than its competito
rs
Q 3). What is the price range in which you generally used to buy a pen?
Sl. No. 1 2 3 4 5 Price Range Below RS 5 Beteen RS 5 -Rs 10 Between RS 10-Rs15 B
etween RS 15-Rs20 Avove 20
Source: - Field survey
Number 20 60 12 5 3
Table 5.1.5 Most selling price range of pens

Between RS 10Rs15 12%

Avove 20 3%
Between RS 15- Below RS 5 Rs20 20% 5%
Beteen RS 5 -Rs 10 60%
Chart 5.1.5 Most selling price range of pens Findings: - It can be analyzed from
the above graph that out of the total responses 60% prefer pen in Rs 15 20 pric
e range. Whereas the next most preferred price range is Below Rs 5. The high pri
ce range ranging from Rs 15 20 & above that is least prefer by the consumers. In
ference:- Consumer mostly favors and prefer their pen (either Ball or Gel) in th
e price range of Rs 5-10
Q 4).From where do you prefer to buy pen? Sl. No. 1 2 3 4 Type Stationary shops
Super market Shopping malls Others
Source: - Field survey
Number 81 8 9 2
Table 5.1.6 Places of purchase
Shopping malls 9% Super market 8%
Others 2%
Chart 5.1.6 Places of purchase
Stationary shops 81%
Findings: - It can be analysed from the above graph that out of the total respon
ses, 81% prefer stationary shops as their place of purchase

Inference: - Consumer mostly prefers to buy their pen from stationary shops.
Q 5). Which Characteristics of Pen Influence your Buying Decision?
Sl. No. 1 2 3 4 5 Characteristic Smoothly writing Grip Price Long-Life Brand Nam
e
Source: - Field survey
Number 68 10 8 6 8
Table 5.1.7 Factors influencing buying decision
Long-Life 6% Brand Name 8%
Price 8% Grip 10%
Smoothly writing 68%
Chart5.1.7 Factors influencing buying decision Findings: - From the above graph
that it can be identified that 68% of consumers buying decisions are influenced b
y smoothly writing. The grip and brand name of pen have 10% and 8% influence on
buying decision. Inference: - Majority of consumers buying decisions are influenc
ed by smoothly writing
Q 6). Which Advertising Media Influences You The Most?
Sl. No. 1 2 3 Media Type TV Advertisements Banners & hoarding Newspapers & Magaz
ines Number 61 5 19

4
Internet
Source: - Field survey
15
Table 5.1.8 Types of advertising media
Internet 15% Newspapers & Magazines 19% Banners & hoarding 5%
TV Advertisem ents 61%
Chart 5.1.8 Types of advertising media Findings: - From the chart it can be conc
luded that having almost 61% of the responses are influenced by TV Advertisement
s. The next most influencing media is Newspaper impacting the buying decision. B
anners & hoarding is the least influencing among all media. Inference: - TV Ads
are the most influencing Ad impacting the buying decision of different consumer
segments
Q 7). Is your buying decision influence In-Shop advertisements?
Sl. No. 1 2 Response Yes No Number 29 71
Source: - Field survey
Table 5.1.9 Effect of In-shop advertisement
Yes 29% No 71%
Chart 5.1.9 Effect of In-shop advertisement

Findings: - From the chart it can be concluded that 71% of respondents buying dec
ision are not influenced by in shop advertisement. Only 29 % of respondents beli
eves that their buying decision are influenced by In shop ads Inference:-Majorit
y respondents buying decision are not influenced by in shop advertisement
If Yes, Which influences the most? Sl. No. 1 2 3 4 5 Type Posters Hoardings Pen
Stands Stickers Others
Source: - Field survey
Number 10 1 12 5 1
Table 5.1.10 Most influencing In-shop advertisements
Stickers 17% Others 3% Posters 35%
Pen Stands 41% Hoardings 4%
Chart 5.1.10 Most influencing In-shop advertisements Findings: - From the chart
it can be concluded that Pen stands are the most influencing In shop Ad impactin
g the buying decision of different consumer segments having almost 41% of the re
sponses. Hoarding is the least influencing among all media Inference:- Pen stand
s are the most influencing In shop Ad impacting the buying decision of different
consumer segments
Q 8). Who influence your buying decision most?
Sl. No. Type of Respondents Number

1 2 3 4 5
Parents Friends Colleagues Sales person Others
Source: - Field survey
18 64 9 8 1
Table 5.1.11 Persons who influencing buying decision
sales person 8% colleagues 9% others 1% Parents 18%
friends 64%
Chart 5.1.11 Persons who influencing buying decision Findings: - 64% of the resp
ondents buying decision are influenced by friends. The next most influencers are
parents. Inference: - Friends are the most influencing group in the buying deci
sion of different consumer segments
Q 9). Do You Choose Only One Brand?
Sl. No. 1 2 Response Yes No
Source: - Field survey
Number 60 40
Table 5.1.12 Number of brand loyal customers

No 40%
Yes 60%
Chart 5.1.12 Number of brand loyal customers Findings: - From the above chart it
is analysed that 60% of responses are loyal to any brand where as 40% of respon
dents are do not loyal and stick to only 1 brand. Inference: - Majority of the r
espondents stick or are loyal to particular one brand
If Yes, Which brand? Sl. No. 1 2 3 4 5 6 7 Brand Classmate Reynolds Cello Lexi L
inc Italia Others
Number 6 10 29 14 2 1 1
Source: - Field survey
Table 5.1.13Brand loyalty among different pens
Linc 3% Lexi 22% Italia 2% Others 2% Classmate 9% Reynolds 16%
Cello 46%

Chart 5.1.13 Brand loyalty among different pens Findings: - From the above chart
it is analysed that brand loyalty is highest in cello ie.46% followed by Lexi a
nd Reynolds .Linc and Italia have the least no of brand loyal customers. Inferen
ce:- Cello has the maximum brand loyal customers among different brands
Q10) Why do you purchase the same brand?
Sl. No. 1 2 3 4 5
Category High Quality Brand Image Easy Availability Value for money Others
Number 46 11 24 16 3
Source: - Field survey
Table 5.1.14 Reasons for brand loyalty
Value for money 16%
Others 3%
Easy Availability 24%
High Quality 46%
Brand Image 11%
Source: - Field survey
Chart 5.1.14 Reasons for brand loyalty Findings: - From the above chart it is vi
sualized that 46 % of respondents reason for brand loyalty is high quality. Easy
availability and value for money are the next reasons

Inference:- The main reason for brand loyalty in consumers is high quality of pe
n.
Q11). Rank the brands of pens according to your preference from 1-5?
Sl. No. 1 2 3 4 5
Brand Classmates Cello Reynolds Lexi Italia
1ST 12 42 24 17 5
2ND 14 27 24 25 10
3RD 22 9 27 14 28
4TH 27 10 14 26 23
5TH 25 12 11 18 34
Table 5.1.15 Ratings of brand performance
45 40 35 No of respondents 30 25 20 15 10 5 0 Classmates Cello Reynolds Brand na
me Lexi Italia 1ST 2ND 3RD 4TH 5TH
Chart 5.1.15 Ratings of brand performance Findings: - From the above chart it is
visualized that 42 respondents has given first rank and 27 gave 2nd rank to Cel
lo. Italia brand is the least preferred brand among consumers. Inference: - Cell
o has got the highest average rating followed by Lexi and Reynolds.
Q 12) Number of pen usually buy in a year?

Sl. No. 1 2
3 4
Number of Pen Less than 2 2 to 5
5 to 10 More than 10
Source: - Field survey
Number of Respondents 9 18 25 48
Table 5.1.16 Average no. of pen buying in a year
Less than 2 9% More than 10 48%
2 to 5 18%
5 to 10 25%
Chart 5.1.16 Average no. of pen buying in a year Findings: - It can be analysed
from the above graph that out of the total responses 48%, purchase more than 10
pens in a year. Only 9% of respondents buy less than 2 pen in a year. Inference:
- Most of the consumer purchase more than 10 pens in a year
Q 13). Do You Refill Your Pen regularly?
Sl. No. 1 2 Response Yes No
Source: - Field survey
Number 37 63
Table 5.1.17 Number of regular refilling customers

Yes 37%
No 63%
Chart 5.1.17 Number of regular refilling customers Findings: - From the chart it
can be concluded that 63% of respondents do not refill their pen and only 37 %
refill their pen. Inference: - Majority of respondents do not refill their pen
If No, Why Sl. No. 1 2 3 4 Response Pen Cost Is Negligible Replacement results i
nto Poor Performance Refill Is Unavailable Others
Number 42 12 9 1.2
Source: - Field survey
Table 5.1.18 Reasons for non- refilling of pens
Refill Is Unavailable 14% Others 2%
Pen Cost Is Negligible 65% Replacement results into Poor Performance 19%

Chart 5.1.18 Reasons of non- refilling of pens Findings: - From the chart it can
be concluded that 65% of customers do not refill their pen because of pen cost
is negligible. For 19 % the reason is that replacement results into poor perform
ance. Inference: - From the chart it can be concluded that most of customers do
not refill their pen because of pen cost is negligible.
Q14) Have you purchased classmate pen?
Sl. No. 1 2 Response Number Yes 39 No 61
Source: - Field survey
Table 5.1.19 Number of customers who have used classmate pens
Yes 39% No 61%
Chart 5.1.19 Number of customers has used classmate pens Findings: - From the ch
art it can be concluded that 39% of respondents have used classmate pens n and 6
1 % of respondents never used classmate pen. Inference:-Majority of respondents
has never used classmate pen

RETAILRS QUESTIONNAIRE ANALYSIS a) Type of store Sl. No. 1 2 3 4

5
Category Stationary store Department store Supermarket Malls
Others
Source: - Field survey
Number 30 9 6 3 2
Table 5.2.1 Types of stores
Malls 6% Others 4%
Supermarket 12%
Stationary store 60% Department store 18%
Source: - Field survey
Chart 5.2.1 Types of stores
B) Average monthly Sales: Sl. No. 1 2 3 4 5 Monthly Sale Less than 1 lakh 1-3lak
h 3-5lakh 5-10lakh Above 10 lakhs
Number 28 11 5 2 4
Source: - Field survey
Table 5.2.2 Average monthly sale

5-10lakh 3-5lakh 4% 10%

Above 10 lakhs 8%
1-3lakh 22%
Less than 1 lakh 56%
Chart 5.2.2 Average monthly sale
Q1) In which price range you sell maximum pens?
Sl. No. 1 2 3 4 5 Price Range Less than 7Rs 7 to 10 10 to 15 15 t023 Above 25
Source: - Field survey
Number 26 21 3 0 0
Table 5.2.3 Price range of maximum pen sale
10 to 15 6%
7 to 10 42%
Less than 7Rs 52%
Chart 5.2.3 Price range of maximum pen sales

Findings: - From the above chart it is visualized that 52 of respondents use pen
in less than 7 Rs and 42% uses in the price range of 7-12 Inference: - Majority
of the retailers maximum sell pens in the price range of less than 7Rs
Q 2) Which type of pen you sell the most? Sl. No. 1 2 3 4 Type of Pen Ball Pen G
el Pen Ink Pen Premium pen
Source: - Field survey
Number 48 2 0 0
Table 5.2.4 Most selling pen types
Gel Pen 4%
Ball Pen 96%
Chart 5.2.4 Most selling pen types
Findings: - From the above chart it is visualized that almost 96% of the respond
ents say that they sell Ball Pen more. Inference: - Majority of the retailers se
lls Ball Pen more than others

Q3) Maximum sales under the price range between Rs5-Rs.20 are for which brand of
pens?
Sl. No. 1 2 3 4 5 6 7
Brands Cello Lexi Reynolds Classmate Linc Flair Others
Source: - Field survey
Number 38 9 3 0 0 0 0
Table 5.2.5 Most selling pen in Rs 5-20 price range
Cello
Lexi
Reynolds
Classmate 0% 6% 0%
Linc 0% 0%
Flair
Others
18%
76%
Chart 5.2.5 Most selling pen in Rs 5-20 price range
Findings: - From the above chart it has been analysed that majority of the retai
lers (i.e.) 76% of them sells Cello which is followed by Lexi & Reynolds by 18%
& 6% maximum Inference:-Most of the retailers have the stock of cello in their s
tore.

Q4)-Sales of pens between the ranges of Rs5-Rs.20 is high during which period of
time? Sl. No. Number Time 1 High during exams 15 2 Stable throughout the year 6
3 When new Schemes are introduced
0
4
School opening time
Source: - Field survey
29
Table 5.2.6 Maximum pen selling season
High during exams 30%
School opening time 58% Stable throughout the year 12%
Chart 5.2.6 Maximum pen selling season Findings: - From the above chart it has b
een analysed that 58% retailers pen sale happens during school opening time foll
owed by exam time by 30% . Inference:- Majority of the pen sale happens during s
chool opening time
Q5)-Please tick the brands of pen you keep in your store
Sl. No. 1 2 3 4 5 6 7 8 9 Name of Brands Classmate Reynolds Cello Lexi Linc Flai
r Italia Lexor Win
Source: - Field survey
Number 12 42 48 37 10 18 11 8 23
Table 5.2.7 Brands of pen keeping in each store

60 50 No of respondents 40 30 20 10 0 Series 1
Brand name
Chart 5.2.7 Brands of pen keeps in each store Findings: - Among various
nts 48 stores have the stock of cello pen and 42 have Reynolds in their
erence:- From the above chart it has been analysed that majority of the
ave the stocks of Cello and Reynolds pens .Lexor and Linc are the least
pens in the stores.

responde
shop Inf
stores h
stocking

Q6)-When people buy pens what among the following options do they prefer?
Sl. No. 1 2 3 4 5 6
Characteristic Smoothly writing Grip Price Long-Life Brand Name Looks
Number 28 2 5 2 13 0
Source: - Field survey
Table 5.2.8 Factors influencing buying decision

Brand Name 26%

Long-Life 4% Price 10%
Smoothly writing 56% Grip 4%
Chart 5.2.8 Factors influencing buying decision Findings: -56% respondents buyin
g decision are influenced by smoothly writing and grip influence only 4%
Inference:- It can be concluded that smoothie writing is the most influencing fa
ctor in the buying decision of different consumer segments is smoothly writing.
Q7 ) Retailers influence towards customer in their buying decision?
Sl. No. 1 2 3 4
Response High Average Low Nil
Number 1 9 31 9
Source: - Field survey
Table 5.2.9 Retailers influence towards customer in their buying decision
Nil 18% High 2% Average 18%
Low 62%
Chart 5.2.9 Retailers influence towards customer in their buying decision

Findings: - From the above graph that it can be identified that in most of the c
onsumer buying decision process the influence of sales people is low. ie .(62%)
Inference:- For most of the consumer buying decision process the influence of sa
les people is low
Q8) What motivate retailers to push the products more to customers?
Sl. No. 1 Characteristic High margin Number 41 3 6 0
2 3 4
Schemes Quality of products Others
Source: - Field survey
Table 5.2.10 Retailers motivating factors to push the products
Quality of products 12% High margin 82%
Schemes 6%
Chart 5.2.10 Retailers motivating factors to push the products
Findings: - From the above graph that it can be identified that for 82 % of resp
ondents high margin is the pushing factor for retailers to sell more. Inference:
- High margin is the main pushing factor for retailers to sell more.
Q9) How often retailers replenish their stocks?
Sl. No. 1 2
Time Duration Every week Once in two week
Number 9 27

3 4
Once in a month Others
Source: - Field survey
11 3
Table 5.2.11 Types of stock replenishing
Once in a Others 6% month 22% Every week 18%
Once in two week 54%
Chart 5.2.11 Types of stock replenishing Findings: - From the above graph that i
t can be identified that most of (54%) of retailers replenish their stocks once
in two weeks and 22% of respondents replenish once in a month. Inference:- Most
of of retailers replenish their stocks once in two weeks
Q10) Do you think buying decision are influenced by In-Shop advertisements?
Sl. No. 1 2 Response Yes No Number 23 27
Source: - Field survey
Table 5.2.12 Influence of In-shop advertisements
No 54%
Yes 46%

Chart 5.2.12 Influence of In-shop advertisements

Findings: - From the above chart it is analyzed that, only 46% think that In-sho
p advertisement has an influence on customer buying decision. Inference:- Majori
ty of the respondents dont think that in-shop advertisement influence consumer bu
ying decision
If Yes, Which influences the most?
Sl. No. 1 2 3 4 5
Type Posters Hoardings Pen Stands Stickers Others
Number 18 4 14 12 2
Source: - Field survey
Table 5.2.13 Types of In-shop advertisements
Others 4% Stickers 24% Posters 36%
Pen Stands 28% Hoardings 8%
Chart 5.2.13 Types of In-shop advertisements Findings: e concluded that for 36 % of respondents Posters are the
ertisement. The next most influencing is pen stands with
are the least influencing among all. Inference:- Posters
g in shop advertisement.

From the chart it can b

influencing in shop adv
28%. Hoarding & others
are the most influencin

Q11) For non-brand loyal customers, which brand you suggest most?

Sl. No. 1 2 3 4 5 6
Brand Classmate Reynolds Cello Lexi Linc Flair
Number 2 10 14 23 0 1
Source: - Field survey
Table 5.2.14 Brands suggested for non-brand loyal customers
Flair 2% Lexi 46% Classmate 4% Reynolds 20%
Cello 28%
Chart 5.2.14 Brands suggested for non-brand loyal customers Findings: - 46% of r
etailers suggest Lexi for non-brand loyal customers while only 4% suggests class
mate pen Inference:- For non-brand loyal customers most of retailers suggest Lex
i followed by Cello and Reynolds
Q12) What make you to do so?
Sl. No. 1 2 3
Characteristic High margin Schemes Quality of products
Number 43 4 3

4 5
Brand image Others
Source: - Field survey
0 0
Table 5.2.15 Influencing factors of retailers brand suggestion
High margin Brand image 8% Schemes Others 6% 2% Quality of products
84%
Chart 5.2.15 Influencing factors of retailers brand suggestion Findings: - From t
he above chart it is analysed that for 84 % of respondents high margin is the ma
in reason for suggesting a particular brand to non-brand loyal customers by the
retailers Inference:- High margin is the main reason for suggesting a particular
brand to nonbrand loyal customers by the retailers
Q13)Do you have classmate pen in your store?
Sl. No. 1 2
Response Yes No
Number 12 38
Source: - Field survey
Table 5.2.16 No of stores having classmate pens

Yes 24% No 76%

Chart 5.2.16 No of stores having classmate pens Findings: - From the chart it ca
n be concluded that 76% of respondents have classmate pens in their store while
24 % of respondents doesnt have. Inference:-Majority of the stores doesnt have cla
ssmate pen in their store
If Yes, What makes classmates to sell more?
Sl. No. 1 2 3 4 5 Characteristic Improve quality Better margin More advertisemen
t Better availability Others
Source: - Field survey
Number 1 1 5 6 0
Table 5.2.17 Factors for improving classmates sale
Improve quality 8% Better availabilit y 50% More advertise ment 42%
Chart 5.2.17 Factors for improving classmates sale Findings: - From the chart it
can be concluded that 50% of retailers think that better availability will helps
classmate to sell more. For 42 % more advertisement results into better sales.

Inference: - Most of respondents believe that better availability & advertisemen

t results into better sales
If No, Are you interested to sell classmate pen?
Sl. No. 1 2
Response Number Yes No 32 6
Source: - Field survey
Table 5.2.18 Number of stores interested to sell classmate pen
No 16%
Yes 84%
Chart 5.2.18 Number of stores interested to sell classmate pen Findings: - From
the chart it can be concluded that 84% of respondents are classmate interested t
o sell classmate pens and 16 % of respondents are not interested.
Inference:-Majority of respondents who are not selling classmate pen are willing
to sell classmate pen

CHAPTER 6 FINDINGS & SUGGESTIONS

6.1 FINDINGS
Amongst different types of Pen, Ball pen is preferred by most of the consumers
C
ello Brand enjoys the market leader position and it is also preferred by the maj
ority of the consumers for writing among the different brands of Pen available i
n the market.
Among the various price of pens available in the market, between R
s 5-10 price level is the most popular level.
Most of the consumers are prefer t
o buy pen from stationary shops. Smooth writing is the most influencing pen char
acteristic in the consumer buying process of pen
TV advertisement is the most in
fluencing media for customers to buy pen.
Though the effect of In-shop advertise
ment towards customer is minimum, among the various mediums pen stands influence
s the most. Friends are most influencing category of people in consumer buying d
ecision of pen.
Though there is no strong brand loyalty towards any brands, high
quality can make brand loyal customers. Most of the customers buy more than 10
pen in a year on an average basis
Customers are less inclined to refill their pe
n because the pen cost is negligibly small Among the surveyed customers only 39%
has used classmate pens.
Maximum sale of pen happens during the school opening
time. High margin is the main pushing factor for retailers to sell more products
Most of the retailers replenish their stocks once in two weeks
Among the survey
ed retailers only 24% have classmate pen in their store In retailers opinion by i
mproving the availability of classmate pen, the sales can be improved.

6.2. SUGGESTIONS
The Suggestions given are based on the consumer and retailer survey and its anal
ysis and studying the Companies Own Marketing Mix at ITC Ltd and as per my knowl
edge regarding the concerned subject.

Cello Company is regarded as No 1 market leader due to its product verities main
ly in the Price range ranging from Rs 5 20 .In this Low Price Segment where majo
rity of consumers prefer to buy their pen. At the same price range Classmate hav
e very less products which can satisfy consumer need. So hereby I suggest that C
lassmate should Come up with more products in Effective Price range Of Rs 5 20,
targeted to different consumer segments.

The practice of Use and Throw is more visible in consumers, so classmate should br
ing some models in below 5 Rs price level.
Company should strongly take care of availability of pens at rural retail outlet
s. As Classmate is relatively new to the market consumers are not that much awar
e
about the product, so company should focus more on promotional activities
Compare to other brands classmates have limited or minimum In-shop advertisement
objects, by increasing this brand awareness can be improved.
From the survey it is clear that different variable/features influence buying de
cision of
consumer in different segments. Thus Company should not have a common Positionin
g for all Target Markets. The companies should try to focus on a target group by
focusing on various characteristics that affect their buying decision
Thus if the Company uses all the above mentioned features for specific target ma
rket and makes the product, fixes the Price and positioned properly and effectiv
ely than it can definitely outperform it competitors in Different Segments.

CHAPTER 7CONCLUSION

CONCLUSION
The project entitled A Study of the Consumer Buying Behaviour of Classmate Pen has
helped in studying the various aspects of consumer behaviour especially towards
pens. The study also helped in understanding and analyzing customer satisfactio
n about services and products offered to customers. Every player in the pen indu
stry is trying to cover more market share than the other. So the company must be
more alert providing high quality service and awareness to customers. The resea
rcher hope the company will find his findings relevant and sincerely hope it use
s his suggestions enlisted, which he hopes will take them miles ahead of competi
tion. In short, the researcher would like to say that the very act of the concer
ned management at ITC Ltd in giving him the job of critically examining consumer
buying behaviour towards pen of the company.

BIBLIOGRAPHY
ITC India Ltd -Annual Report (2012).
Kothari, C.R.( 1982). Research methodology.
New Delhi: Tata Mc Graw-Hill Ltd. Das ,Bhagaban & Das ,Debadutta (2006) .Consum
er Buying Behaviour In India: New Delhi: Tata Mc Graw-Hill Ltd
Solomon,R,Michael
(2010). Consumer Behaviour - Buying, Having, And Being, Prentice Hall PTR
Ali ,S
.S,. Thakur,A.K,.Madhavan,K,.Palat(2009)-Models in Consumer Buying Behaviour. De
ep & Deep Publication
WEB SITE http://www.itcportal.com/about-itc/shareholder-value/annual-reports/itc
-annualreport-2013/content.aspx ( June,2013)
http://www.citehr.com/29099-hr-issu
es-retailing-business-plan.html (June,2013)
http://www.scribd.com/doc/82186216/I
ndian-Pen-Industry-Project (n.d)

APPENDIX

Consumer Buying Behaviour Questionnaire

Name ----------------------------Age Group: (a ) 15-20 [ (d) 35-50 [ ] ] (b)20-2
5 [ ] (c) 25-35 [ ]
(e) Above 50 [ ]
Place______________________ Occupation: Student [ ] ] Business Person [ ]
Regular Employee [
Others [ ] _____________
Q 1). Which type of Pen do you currently use? a) c) Ball Pen [ Ink Pen [ ] ] b)
d) Gel Pen [ ] ]
Premium pen [
Q 2). Which Brand Of Ball Pen do prefer to write? a) Classmate[ d) Lexi[ ] g) ot
hers____________ Q 3). What is the price range in which you generally used to bu
y a pen? ( a) Below Rs 5 [ ] ] (b) Between Rs 5-Rs 10 [ ] (d) Between Rs 15-Rs 2
0 [ ] ] b) Reynolds e) Linc [ ] [ ] c) f) Italia [ Cello[ ] ]
(c) Between Rs 10-Rs 15 [ (d) Above 20[ ]
Q 4).From where do you prefer to buy pen? (a) Stationary shops [ (c) Shopping ma
lls [ ] ] (b) Super market [ ]
(d) Others____________
Q 5). Which Characteristics of Pen Influence your Buying Decision? a )Smoothly w
riting [ d)Long-Life [ ] ] b)Grip[ ] c) Price[ ] ]
e)Brand Name [
Q 6). Which Advertising Media Influences You The Most? a) c) TV Advertisements[
] ] b) d) Banners & hoarding[ Internet[ ] ]
Newspapers & Magazines[
Q 7). Is your buying decision influence In-Shop advertisements? a) Yes [ ] b) No
[ ]
If Yes, Which influences the most? a)Posters [ ] b) Hoardings[ ]c)Pen Stands[ ]
d)Stickers

Others__________________ Q 8). Who influence your buying decision most? a) Paren

ts[ ] b)friends[ ] c) colleagues[ ] d)sales person[ ] e) others [ ]
Q 9). Do You Choose Only One Brand? a) Yes [ ] b) No[ ]
If Yes, Which brand? a) Classmate[ d) Lexi[ ] ] b) Reynolds e) Linc [ ] [ ] c) f
) Italia [ Cello[ ] ]
Q10) Why do you purchase the same brand? a) High Quality[ ] b) Brand Image[ ] ]
c) Easy Availability [ ]
d)Value for money[
e)others____________
Q 11).Rank the brands of pens according to your preference from 1-5? Classmates[
] Cello[ ], Reynolds[ ], Lexi[ ], Linc[ ], Italia[ ]
Q 12) Number of pen usually buy in a year? a)less than 2[ ] b) 2-5 [ ] c)5-10 [
] d)more than 10[ ]
Q 13). Do You Refill Your Pen regularly? a) If No, Why a) Performance c) Refill
Is Unavailable d) Specify If Others,______________ Pen Cost Is Negligible b) Rep
lacement results into Poor Yes b) No
Q14) Have you purchased classmate pen? a) Yes [ ] b) No[ ]

Retailers Questionnaire Name of the store: ___________________________ Location:

_______________________________ Contact No:_____________________________ Type of
store a) Stationary store [ d) Malls [ ] ] b) Department store[ ] c) Supermarke
t [ ]
e) others______________
Average monthly Sales: a) less than 1 lakh[ d) 5-10lakh[ ] ] b)1-3lakh [ ] c)3-5
lakh [ ] ]
e) above 10 lakhs[
Q1) In which price range you sell maximum pens? a) Less than 7Rs[ d)15-25 [ ] b)
7-10 [ ] ] c)10-15[ ]
] e)Above 25[
Q 2) Which type of pen you sell the most? a) c) Ball Pen [ Ink Pen [ ] ] b) d) G
el Pen [ ] ]
Premium pen [
Q3) Maximum sales under the price range between Rs5-Rs.20 are for which brand of
pens? (Rank in order of sales) (a) Classmate [ (c) Cello[ (g) Others[ ] (b) Rey
nolds[ ] ] e)Linc [ ] f)Flair[ ]
] (d) Lexi [
] (please specify)___________
Q4)-Sales of pens between the ranges of Rs5-Rs.20 is high during which period of
time? (a) High during exams [ Schemes are introduced[ ] (b) Stable throughout t
he year [ ]. (d) School opening time[ ] ] (c) When new
Q5)-Please tick the brands of pen you keep in your store a) Classmate [ e) Linc
[ ] ] b) Reynolds[ f)Flair[ ] ] c) Cello[ ] ] d) Lexi [ h)Lexor [ ] ] i)Win[ ]
g) Italia[
Q6)-When people buy pens what among the following options do they prefer? a )Smo
othly writing [ d)Long-Life [ ] ] b)Grip[ ] ] c)Price[ ] ]
e)Brand Name [
d)Looks[
Q7 ) Your influence towards customer in their buying decision? a)High b)Average
c)Low d)Nil
Q8) What motivate you to push the products more to customers? a) High margin [ ]
b)Schemes[ ] c)Quality of products [ ]

d) Others__________ Q9) How often you replenish your stocks? a)every week[ ] b)o
nce in two week[ ] c) once in a month [ ]
d)more_________ Q10)Do you think buying decision are influenced by In-Shop adver
tisements? a) Yes [ ] b) No[ ]
If Yes, Which influences the most? a)Posters [ ] b) Hoardings[ ]c)Pen Stands[ ]
d)Stickers
Others__________________ Q11) For non-brand loyal customers, which brand you sug
gest most? a) Classmate [ (c) Cello[ ] (b) Reynolds[ ] ] e)Linc [ ] f)Flair[ ]
] (d) Lexi [
Q12) What make you to do so? a)High margin[ d)Brand image [ ] ] b)Schemes[ other
s[ ] ] c)Quality of products[ ____________ ]
Q13)Do you have classmate pen in your store? a) If Yes What makes classmates to
sell more? a) Improve quality b) better margin c) more advertisement d) Better a
vailability e) others_____________ If No Are you interested to sell classmate pe
n? a) Yes [ ] b) No[ ] Yes [ ] b) No[ ]

PORTFOLIO MIX OF CLASSMATE PEN AND ITS COMPETIOTORS 1) CLASSMATE

Type Ball Pen Model B First B Qwick B Neat B Speed B Fine B Positive Octo Flo UV
O Radeon Crypton Genghis Geloneat Gelo Fun Gelowiz Octane Attila Deimos Galactic
Trojan Beethoven Archimedes Chopin Price 5 5 5 5 6 9 10 10 10 10 15 5 5 5 10 15
20 20 25 90 130 150
Gel Pen
Premium Pens
2)
TYPE Ball Pen
CELLO
MODEL Jolly Faster Nice Trimate Uno Easy Write Tip Top Delta Nova Crown Retra Fa
shion PRICE 3 5 5 5 5 5 5 5 5 5 5

Teenz Quick Merit-GL Speed Swift Finegrip Zippy Ball Gripper Technotip Point 5 M
axwriter pin point Technotip XS Super Fine Melody Glider XS Colour Joy Soft Feel
Flow Mate Superglide DX Butterflow Top Ball Click Soft Write X-Presso Spectra A
ero Piont 2X Maxriter XS Pinpoint XS Liquiball Topball Fun Glitter Pepersoft Pow
er Ball Jotdot Steel-O Paper soft premier Zero pressure X-Caliber Power Max Powe
r Metal 5X Cutie Gel Saphire Bold Writer
5 5 5 5 5 6.5 7.5 7.5 8 8 9 9 9 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10
10 10 10 15 15 15 15 20 20 20 20 20 25 25 30 30

Benz Jetset Duke Gel pen Rs 5/ Gel pen My Gel Class Gel Bunny Magna Liquiball Wo
w Butter Gel Flo Gel Zoom Colour Gel Colour Mate I-Zone Jingle Pin Trendy Melody
Glide Pointec Gel Accutek Sign Roller Jelflow Aviator Express R Gel X-Pert Gel
35 45 49 5 5 5 5 5 6 6 10 10 10 10 10 10 10 10 10 10 15 15 25 25 25 30 30 35
Roller Pen
Rolly Benz
40 55
Metal Pens
4 colour Arion Smart Jet Black Jack Gold Benz Jetset Sky Writer Jet Ace Enigma C
lassic Accugrip
30 30 30 35 40 40 49 49 49 55

Fire Prime Venice Executive

75 75 75 75
3)
REYNOLDS
TYPE Ball Pen
MODEL Champ Brite Buero 040 Bold Fusion Fusion Bold 045 fine carbure Eurolism Of
ficerite 045 Student Energi Zetpoint Liquiflo Electro Liquiflo Student Retractab
le Ezio Pen Jetter regular Revo Jetter Grip Jetter Aerosoft Jetter Designer Jett
er Aviator Jetter Youth Jetter Glitz Jetter Metallica Jetter Chroma- DX Jetter A
viator -MX Trimax Jetter Metalica FX Premier Gold Jetter Numatic Premier
PRICE 5 5 5 5 5 5 6 6 6 6.5 8 10 10 10 10 10 15 15 15 20 20 20 20 20 25 25 30 35
40 50 60 90

Gel Pen
Mera Gel Jeffi Gel Mera Gel I Mera Gel II Razor Active Razor Gel I&II Force Gel
Eterno Gel V-Max Gel Trimax
5 5 6 6 10 10 10 15 20 35
4)
TYPE Ball Pen
LINC
MODEL Glycer Thrill Retract Crazy Smart Executive Ball Glitter Meeting Seramic J
oy Classic Class Swift Signature Gold PRICE 5 5 5 5 5 10 10 15 25 35 35 40 70 85
Uni Ball
Jestry 101 Uni Ball Uni 120
20 25 25
Gel Pen
Linc 070 Linc 070 gel Ocean
5 6 6

5)CLARO PEN
Price Per Piece MRP. 3 3 5 5 5 5 6 6 6 7 7 10 10 10 10 10 10 10 10 10 10 10 15 1
5 15 15 15 90 110 130 150
Name of the Product NOVA SWIFT GENIUS BRIO COOL LUCKY X CEL SONIC C-999 BIG BENN
100 C-100 ROCK 200 SMOOTHFLO W ANGEL ARIA ULTIMA(NEW) IVY(NEW) JAZZ(NEW) VISION
CR-54 CL-108 IRIS DURO BOSS CR-45 CL-333 RICO EXPERT(NEW) CENTURY(NEW) SOLITAIR
E(NEW) ACCENT(NEW)
Ball Pen/ Gel Pen. Ball Pen Ball Pen Ball Pen Ball Pen Ball Pen Ball Pen Ball Pe
n Ball Pen Ball Pen Ball Pen Ball Pen Ball Pen Ball Pen Ball Pen Ball Pen Ball P
en Ball Pen Ball Pen Ball Pen Ball Pen Ball Pen Ball Pen Ball Pen Ball Pen Ball
Pen Ball Pen Ball Pen Ball Pen Ball Pen Ball Pen Ball Pen
LUCKY 7(NEW) RIO
Gel Pen Gel Pen
5 5

TEEN MASTER SX-5 MACK CHAMP SONIC CG-999 CG-109 HONEY SUPER HERO FUN(NEW) FUNK(N
EW) MILTON 10X SIGMA CG-110 ELITE JETTA(NEW) SIGMA ANGEL ROCK 200 IRIS REVA(NEW)
BOSS
Gel Pen Gel Pen Gel Pen Gel Pen Gel Pen Gel Pen Gel Pen Gel Pen Gel pen Gel Pen
Gel Pen Gel Pen Gel Pen Gel Pen Gel pen Gel Pen Ball +Gel Pen Ball +Gel Pen Ball
+Gel Pen Ball +Gel Pen Ball +Gel Pen Retractable +Ball Pen Ball +Gel Pen
5 5 5 5 5 6 6 10 10 10 10 10 10 10 15 20 15 25 25 25 25 30 35
6)
FLAIR
TYPE Ball Pen
MODEL FX Max FX Dark Easy Click Jackpot Marathon
PRICE 5 5 5 5 5 10

Striker Liqui touch Ion Digital Sunn(4 color) High way Spectrum Gel Pen Hydra Ph
inix Matrix Fashion Gel Glitter
10 10 10 15 20 40 70 5 5 10 10 10
WIN
Bee Gel Guide Titium Olivia Dezire 5 10 30 40 40
ITALIA
Trivo Club Gel Petra Stella Weather Flow Tivoli Docker Safari Revo 3 5 5 5 10 10
30 125
LEXI
ROTOMAC
Maxima Boss Gel Forever 5 5 12
Ball Pen
Get speed 5N Fine Point
5 5 10
MONTEX
Mega Top 10