s of brands of gel pen/ball pen between the range of Rs.

3 from customers and retailers point of view

Devangshi Saraf Roll No.19

OBJECTIVE

To determine consumer preferences in respect of pen brands To know the various reasons for which customers purchase pen. To understand the buying behavior of the consumers.

To analyze the effect of display on customer purchasing.

To understand relatives influence on customers in the purchasing process To determine comparative consumer perception of consumer for pens between Rs.3-Rs15

CHOICE OF VARIOUS BRANDS

CHOICE OF VARIOUS COMPETITORS

LINC PENS ROTOMAC PENS MONTEX PENS CELLO REYNOLDS LUXOR

RESEARCH METHODOLOGY
Research Methodology is to teach and to save knowledge from fossilization, such a step helps not only in the growth of the subject but also in facilitating solutions of burning problems

Primary Data
Questionnaire Personal Interview

Secondary Data
Websites

QUESTIONNAIRE FOR RETAILERS

1.Who are the frequent buyers of pens in the price range of Rs.3 Rs. 15 ?
60% 25% 10% 5%

2.Maximun sales under the price range between Rs3-Rs.15 are for which brand of pens? (Rank in order of sales) Luxor 2% Reynolds 5% Cello 60% Rotomac - 3% Linc 20% Others 10%

3.Maximum schemes are being offered by which brand of pens? Luxor 3% Rotomac 5% Reynolds 10% Linc 26% Cello 36% Others 20%

4.When people buy pens what among the following options do they prefer? (Rank as per the priority) Price 29% Quality 27% Refillable 24%

Schemes - 1%

Looks 19%

5.Sales of pens between the ranges of Rs3-Rs.15 are high during which period of time? During Exams 7% Stable throughout the year 90%

When new schemes are introduced 3%

6.Your best business deal is with which company of pens? Luxor 5% Reynolds 15% Cello 45%

Rotomac - 10%

Linc 25%

7.Do you think that Brand endorsement by celebrities is really helpful in boosting sales of pens?

Yes 20%

No 80%

QUESTIONNAIRE FOR CUSTOMERS

1.How frequently you purchase a pen? Once a week 25% Bulk Purchase 10% Once in 15 days 50% Beg/Borrow/Steal 15%

2.Which pen strikes first in your mind when the range is between Rs.3-Rs.15? (Check only one)
Luxor 2% Rotomac 10% Reynolds 17% Cello 39%

Linc 26%

Others 16%

3.Are you conscious of status while purchasing a pen?

Yes 30%

No 70%

4.From where did you come to know about the pen you use?

Advertisement 15%

Colleagues 19%

Friends 27%

Retailers 39%

DATA ANALYSIS
Cello occupies the top most position followed by Linc pens in this lower price pen category.
The maximum sale of lower priced pens were made by retailers by selling a huge share of the total to mere students only. According to the research done,the maximum sales of pens under the price range of Rs3-Rs.15 was acquired by Cello i.e.60% followed by Linc, Reynolds with 5% and Luxor pens only 2%under the lower price category. Also maximum schemes to the retailers were given by the Pioneer again being Cello. According to the survey done with the retailers, they believed that a majority of customers look for the quality of pen and then the price. Then after that, they see whether it is refillable or not. The looks of the pens in this price range are usually least preferred. The sale of these pens was found to be stable throughout the year with 90% and the best deal of the pens that the retailers felt was with Cello again with 45%, Linc 25%, Reynolds15%, Rotomac 10% and the least being Luxor 5% . As far as the promotion is concerned, when asked by the retailers; 80% of them said that the celebrity adds do not help in increasing the sales volumes.

If we consider customer viewpoint they too gave preference to cello with 39%,Linc with 26% followed by Rotomac, Reynolds and then Luxor.
50% customers bought pens once in 15 days whereas 25% once in a week,15% begged , Borrowed Or stole and the rest purchased in bulk. 70% of customers were not conscious about their status while buying the pens in this range. The question whether advertisement enhanced the sale of these pens proved to be almost futile as only 15% came to know about pens through advertisements

LIMITATIONS

The analytical study emphasizes the marketing aspect of pens. Data released by the pen industry on production and consumption etc. of pens is not very reliable because of inhabitant characteristics of maintaining secrecy by the industry so that they may not be exposed to the Government and General Public. Applications of sophisticated methods are not possible because of the lack of resources and the limitations of time. Since, the conclusions drawn are based on limited data; they remain subject to modifications and corrections.

CONCLUSION

The production of pens in India has been steadily growing since the beginning of the twentieth century. It is still expected to register a sharper rise in the next decade. The Industry is widely dispersed comprising of large size units and small sized units. The pen industry is basically a labor intensive having vast employment potential. Due to this there is a greater need for a well knit distribution system to help the industry to grow and meet the needs of millions and millions of Indians who are striving to achieve a higher standard of living

BIBLIOGRAPHY
www.luxor.com www.managementparadise.com www.lincpen.com www.cellowriting.com www.reynolds-india.com www.rotomac.com www.montexpen.com Fundamentals of Marketing Philip Kotler