Mothers

Buying Behavior

1.

What kind of stationery items do you buy?

School
Office

Stationery items

Both

10

15

20

25

30

35

40

45

School Stationery 28
Office Stationery 30
Both 42
Analysis
42% of Mothers buys both school and office stationery. Reason being they also
working is some organization. The rest of the chart depicts the mothers who only
buy school and office stationery separately .

2.

How often do you buy them and in what quantities?

Eitish Jain(Amity Study of consumers behavior towards stationary marketing

university)

Stationery Items
60
50
Stationery Items

40
30
20
10
0
Weekly

Monthly

Analysis
Out of 100, 44 Mothers buy stationery items weekly. Quantity is not constant,
depends on the need at that time.56 Mothers go monthly for buying stationery
stuff which means they buy more in quantity but occasionally.

3. Where do you approach for buying the stationery items?

Eitish Jain(Amity Study of consumers behavior towards stationary marketing

university)

Buying Place
100
90
80
70
60

Buying Place

50
40
30
20
10
0
Nearby Retail

Wholesaler

Mall

Anyother

Analysis
Out of 100, 91 said that they buy stationary items from the nearby Retail outlet.
Reason being it is more convenient and the price remains same at every place.
8 Mothers prefer buying stationary items from the wholesaler because of the extra
price benefits they get.
1 Mother said that she prefers buying online.
4.

Have you started purchasing any new stationery item in the last 1-2 yrs that you
havent used earlier?
a. Yes 38 Mothers said YES to this.
b. No - 62
If YES
Which one are these?
New colored Pencils,
Designed pencils
Pens.
Why do you buy them
Looks
School Requirements
Treat to eyes
5.

Who buys the stationery item?

Eitish Jain(Amity Study of consumers behavior towards stationary marketing

university)

45
40
35
30

Mother

25

Child
Both

20
15
10
5
0
Who's the buyer ?

Analysis
43 Mothers buys the stationery item with her choice only for her and her
children. Whereas on the other hand only 24% children buy their own stationery
item, these are probably the children whose age is above 10. 33% mothers said
both as both them go together to purchase the stationery items.
PENCILS
1. What are the things you look for while buying a pencil?
Mothers preference in order
Strength
Dark lead
Color
Grip
2.

3.

Do you buy different pencils for different purpose

Home/school/exam/drawing ?
Yes 30 said yes
No 70 said No
If yes, Please tell us in detail which pencil do you buy for which purpose. Why?
HB pencils usually for shading.
Drawing purpose.

Which pencil do you get for your kids now?

Eitish Jain(Amity Study of consumers behavior towards stationary marketing

university)

Pencils

Nataraj
Apsara
DOMS
Others

26 Mothers get Nataraj for their children. They love the quality and
stability of the brand
Apsara was the preferred choice of most of the mothers. Apsara platinum
black was the best pencil according to the majority.
DOMS with its new design pencils was also the choice of a few mothers.
Others include Camlin, Faber castle, Ffuunn, Art line, Steadler etc.
4. Have you ever used Nataraj pencils?
YES Every Mother said YES to this.
NO
If YES
What do you use it for?
Writing
Homework
Drawing.
Why?
Because HB pencils of Nataraj are good.
Quality.
What do you like about it?
The brand name Nataraj.
The black and red color contrast.
If doesnt buy anymore
Why?

Eitish Jain(Amity Study of consumers behavior towards stationary marketing

university)

Quality issues
same color pencil
Many Mothers said that there is no variety offered by Nataraj. There are
hundreds of pencils in the market -if someone offers us something new
and different we try it and if it is better than Nataraj we stick to it.
What can make you buy it again?
Improvement in quality
more variety.

Ranking
Rank the following things on how important they are when you buy a pencil.

Ranking
45
40
35
30
Ranking

25
20
15
10
5
0
Grade

Lead Strength

Color

Price

Grip

If Nataraj has to start making new products beside pencil, what will they be?
Why?

Analysis
HPL should launch or add complete school stationary products like registers, school
bags etc. From Pencils and pens to notebooks and school bags-every household
should use only Nataraj products so that they dont feel a need to switch to any
other brand.

Eitish Jain(Amity Study of consumers behavior towards stationary marketing

university)

Eitish Jain(Amity Study of consumers behavior towards stationary marketing

university)