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PEN & PENCIL

Presented By Group 4:-


Abhishek Verma
Bishal Roy
Nikita Ranjan
Prarthana Bihari
CONTENT
INTRODUCTION
PROJECT RATIONALE
METHODOLOGY
DATA ANALYSIS
OBSERVATIONS AND FINDINGS
VALIDATION THROUGH RELEVANT ADVERTISMENT
CONCLUSION WITH RESPECT TO CONSUMER BEHAVIOUR
REFERENCES
INTRODUCTION
Pen and Pencil are writing instruments applied to a surface , usually paper for writing or drawing. Pen
and pencils continue to be the staples of everyday life and indispensable items for everyday use. Writing
instruments continue to play integral part in the life of particularly every business, school and
household.
 The history of pen was created back to the 16th century. Romanian Petrache Poenaru invented the
fountain pen in may 1827 and the ball pen was issued on October 30, 1888 to John J Loud.

 Pencil was invented in 1795 by Nicholas-Jacques Conte a scientist serving in the army of Napoleon
Bonaparte .Our pencil target is mainly on kids and students.
In Pen company we choose Cello Pen and In Pencil Company we choose
Apsara Pencil.
PROJECT RATIONALE
 Rationale is generally described as the justification for undertaking an activity.
 In simple words project rationale is a statement of facts explaining the background of a project.
 After analysing the market condition of Cello, we got a rough estimation about what section and
which age group of people normally prefer using the products of this company.
 Maximum of the students preferred using these pens rather then middle aged or above. And they
also preferred ball point pens the most as they are easy to be used especially on a regular basis.
 After analysing about Apsara pencil, we came to know that previously Natraj had a big lead over
Apsara, but after bringing innovation in attractiveness along with the quality of the shaft part, it’s
customer preference has been rapidly increasing.
 Normally children who fall among the age group of 5 to 14 are the prominent customers of this
product. It has now taken a big lead over Natraj and other companies and has emerged as the
prominent leader of the Pencil industry.
METHODOLOGY
The procedure using, which researchers go about their work of describing, explaining and predicting
phenomena, is called Methodology. Methods compromise the procedures used for generating,
collecting, and evaluating data.
We used Survey Sampling Method . We prepared some questionnaires with the help of
Google form and distributed it to approximately 100 people, and tracked down their
record for proper analysis.
Method of Data Collection
The data has been collected in two ways.
Primary Data:- Primary data are those, which are collected for the first time, and they are original in
character. Primary data gives higher accuracy and facts, which is very helpful for any research and its
findings. The researcher has collected primary data from questionnaire (i.e.) personal interview.
Secondary Data: - The secondary data are those, which are already collected by someone for some
purpose and are available for the present study. Secondary data was collected from the magazines,
websites, and other such sources.
DATA ANALYSIS
Pen Regular
Employee
8%
Others
4%

Business
Person
35-50 Above 50
12%
25-35 5% 3%
9%

Student
76%
15-20
52%
20-25
31%
Linc Italia Others Classmate
Reynolds
3% 2% 3% 9%
12%
Lexi
25%

Cello
Newspapers
46%
& Magazines Internet
19% 15%

Most preferred brand TV


Advertiseme
nts
61%

Banners &
hoarding
5%
Pencil
Age Group Occupation

5%
5% 5%
15%
45% Below 10 15% Student
11to20 Employee
35% 21to30 75% Business Person
Above 30 Others
Most Preferred Brand Advertisement Media

10%
TV Advertisement
35% 15%
25% Apsara Banners &
20% Hoarding
Natraj 60%
Camlin Newspaper&Magaz
30% ines
Faber Castell
5% Internet
FINDINGS & SUGGESTIONS
Findings :-
• Amongst different types of Pen, Cello pen has captured the market in such a way that it is currently
the leading pen manufacturing company globally.
• Cello brand is currently the biggest market leader and it is also preferred by the majority of the
consumers for writing among the different brands of Pen available in the market.
• Among the various price of pens available in the market, between Rs 5-10 price level is the most
popular level.
• Smooth writing is the most influencing pen characteristic in the consumer buying process of pen
• TV advertisement is the most influencing media for customers to buy pen.
• Friends are most influencing category of people in consumer buying decision of pen.
• Most of the customers buy more than 50 pen in a year on an average basis
• Apsara pencil has emerged in a quick time as the leading pencil making company due to its
innovative smoothness as well as style.
• It has beaten the likings of big pencil giants like Natraj and Camelion .
Suggestions :-
 Cello Company is regarded as No 1 market leader due to its product verities mainly in the Price range
ranging from Rs 5 – 20 .In this Low Price Segment where majority of consumers prefer to buy their
pen. At the same price range Classmate have very less products which can satisfy consumer need. So
hereby I suggest that Classmate 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 Cello pen should bring some
models in below 5 Rs price level.
 Company should strongly take care of availability of pens at rural retail outlets.
 From the survey it is clear that different variable/features influence buying decision of consumer in
different segments. Thus Company should not have a common Positioning for all Target Markets.
The companies should try to focus on a target group by focusing on various characteristics that
affect their buying decision
 Apsara has already been the leader of the Pencil industry. Still, some changes regarding innovations
can be made. For example it can increase its smoothness and lower its price little bit.
VALIDATION THROUGH RELEVANT
ADVERTISMENT
Pen Advertisment
Pencil Advertisment
CONCLUSION WITH RESPECT TO CONSUMER
BEHAVIOUR
• The project entitled “A Study of the Consumer Behaviour of Cello Pen & Apsara Pencil” has helped
in studying the various aspects of consumer behaviour towards pens & pencil
• The study also helped in understanding and analyzing customer satisfaction about services and
products offered to customers. Every player in the pen industry 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 researcher hope the company will find his findings relevant and sincerely hope it uses his
suggestions enlisted, which he hopes will take them miles ahead of competition. In short, the
researcher would like to say that the very act of the concerned management at ITC Ltd in giving him
the job of critically examining consumer buying behaviour towards pen of the company.
REFERENCES
https://en.wikipedia.org/wiki/Pen
https://en.wikipedia.org/wiki/Pencil
https://www.youtube.com/watch?v=KVVi7i0snkI
https://www.youtube.com/watch?v=WwguhNe0Za8