summer internship report 2015 -finalllll 2 formatted.docx

8/18/2019 summer internship report 2015 -finalllll 2 FORMATTED.docx

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CHAPTER 1

INTRODUCTION

The project has been made on the market research done on the retailers, customer and

consumer of Nataraj pencils (the customers being the mothers and consumers being the

children especially from Nursery to Class 4). The research has been undertaken with the

objectie of studying the changes in the buying and usage behaiour of the consumers of the

Nataraj pencils. The research consists of ! main target groups that are the retailers, theconsumers (or kids) and the customers (or mothers).

The releance of the research is to understand the changing mindsets and perceptions of the

target groups about Nataraj pencils and arious other factors. These factors include factors

affecting the decision of buying pencils, fre"uency of buying pencils, "uantity of pencils or

stationery being bought etc. The knowledge that will gained by studying the obserations and

data collected through the research will help #industan $encils %td. to improise its Nataraj

brand as per the changing needs, perceptions, wants and buying pattern of the consumers,

customers and retailers. This will indirectly help the company to increase its market share

among the whole stationery industry by modifying the e&isting products and introducing

certain new products to better address the needs of its consumers and stakeholders.

The research done on the retailers or the stationery shops will help the company to

understand the market from the perspectie of the seller who is in direct contact with the

customers. 't will not only focus on the e&pectations that retailers hae from the company for

their own benefit but will also gie an insight about the feedback that these retailers get from

their regular interaction with customers(mothers and kids).

The research done on the customers of the Nataraj pencils i.e. mothers will help the company

to know what the parents think about Nataraj pencils. 'n other words, company can get to

know what parents or mothers demand for their children, which affects their decision of

buying pencils for their kids, what are their iews about Nataraj pencils and what is the new

trend of buying stationery items that is present among them. The research on the customers


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has been conducted in ways Through "uestionnaires and through e&periential marketing

i.e. by isiting *uper +arkets and #yper +arkets.

The research done on the consumers of the pencils i.e. kids upto class 4 will help the

company to know the demands and the mindset of the new generation. The methodology

used for this research is primary research done with the help of "uestionnaires filled through

personal interiew with the retailers, customers (mothers) and consumers (kids).

1.1CONCEPTUAL BACKGROUND

DEFINITION

Consumer buying be!"iour

otler and eller (-) state that consumer buying behaiour is the study of the ways of

buying and disposing of goods, serices, ideas or e&periences by the indiiduals, groups and

organi/ations in order to satisfy their needs and wants.

Consumer behaiour has been always of great concern to marketers. The understanding of

consumer behaiour assist the marketer to get the knowledge on how consumers imagine, perceie and choose from alternaties like products, brands and the like and how the

consumers are affected by their enironment, the reference groups, family, and seller and so

on. 0 consumer1s buying behaiour is influenced by social, cultural, personal and

psychological factors. +ost of these factors are unmanageable and beyond the hands of

marketers but they hae to be considered while trying to analyse the comple& behaiour of

the consumers. Consumer is the study 2of the processes inoled when indiiduals or groups

select, purchase, use, or dispose of products, serices, ideas, or e&periences to satisfy needs

and desires3 (*olomon 5, 6). 'n the marketing conte&t, the term consumer refers not‟

only to the act of purchase itself, but also to patterns of aggregate buying which include pre7

purchase and post7purchase actiities. $re7purchase actiity might be composed of the

growing awareness of a need or want, and a search for and ealuation of information about

the products and brands that might satisfy it. $ost7purchase actiities include the ealuation

of the purchased item in use and the reduction of any an&iety which accompanies the

purchase of e&pensie and infre"uently7bought items. 8ach of these has implications for

purchase and repurchase and they are amenable in differing degrees to marketer influence.


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1.# $COPE OF $TUD%

• This will help #industan $encils %td. to improise its Nataraj brand as per the

changing needs, perceptions, wants and buying pattern of the consumers and

customers.

• This study will help the company to know about what are the factors on which the

retailer1s behaiour depends upon while choosing their product.

• This study will help the company amend their decision making process and their strategic

formulation.

1.& $TATE'ENT OF THE PROBLE'

To study the consumer buying behaior and retailers prospectie of Nataraj $encils.

1.( INDU$TR% PROFILE

THE INDIAN PENCIL INDU$TR%

The prospect of domestic pencil industry looks promising, in keeping with the high user

demand. +eanwhile, imported pencils, particularly from China sold at relatiely cheap price

are flooding the local market resulting in fairly seere competition.

$encils are used to write and draw by school children from kindergarten up to college. 'n

addition, pencils are used by architects to make drawings of construction. 9hile the academic

segment remains the single largest user of pencils, there is a si/eable demand from the

speciali/ed segments too, such as from drawing, glass marking and cosmetic pencils sectors.

9hile +aharashtra7based companies account for 6- 7 65 per cent of the pencils manufactured

in the country, :elhi7based units make about - 7 5 per cent. ;ne dominant player whose

brand is sold across the country has three plants with a total capacity of 5,--- units per day.

9ith their staying power and economies of scale, the larger units are slowly edging out the

smaller units.

Though competition dries the stationery market cra/y for new products it has it


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always keeps him alert on his job and helps him produce the best possible output in the

market which leads to better sales.

Though there is no particular brand ruling the market, some big 'ndian companies like

Camlin %td., #industan $encils %td., *undaram +ulti $ap %td., $idilite 'ndustries %td.,

angaro %td., Naneet $ublications ('ndia) %td., =ineshwar 9riting 'nstruments (+onte&),

0:: Corporation %imited (0dd >el), etc hae made their mark and hae a strong hold on

the stationery market back at home. ?irst these companies had to face the competition only

from cheap Chinese goods which were a threat to the 'ndian organi/ed stationery sector, but

with the adent of international brands like ?aber Castle, ores, +aped etc, the market has

become highly competitie in both "uality as well as price. 8eryday this market is on its

heels in creating innoatie products and ideas which would capture the notice and

preference of their customers.

't seems that it is the only tool left to surie in this competitie sector. 8specially with

children as their target customers these stationery manufacturers should be well updated and

latest happening in the children world, which games or cartoon characters are the children

currently fond of@ 9hat is the latest deelopment in the field of education@ 0ll this

information will keep the manufacturers and suppliers at par with their customer1s likes and

dislikes and eentually this will help boost the brand and create a good demand for the

product in the market. 't is seen that along with brand building techni"ues other factors like

trade marketing A strengthening the distribution channels also helps the company to grow.

GLOBAL $TATIONER% INDU$TR%

9orldwide stationery industry is an absolute heterogeneous business which includes the

paper industry as its primary segment. This industry has demands in schools, colleges, offices

and any business irrespectie of their industry natures. +ost of the people might term this as

a small industry but it is no more a small si/e business when taken the global front. The

demands for these products hae grown by many times in the last few years and there are

some specific factors which act as the driing forces for the enhancement of the sector.

*ources like schools, colleges, offices (mainly got agencies) are prime client base for the

industry.


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The constant changing trends of the products and continuous innoatie styles adapted by the

manufacturers are keeping the industry highly competitie. North 0merica and 8uropean

countries represent the most market demand for the products. Besides these markets the

0sian $acific markets indicate largest growth potentials and are projected to grow further by

many bounds in the nearing future, this region includes a group of growing economies and

thus the sector is estimated to rise by a good number. 8&perts predict a C0>D growth of

about !.4E by the end of -5 which is noted to be a positie mark for the phases beyond.

The global stationery market is forecasted to be worth F55.4 billion by the end of -5 and

the emerging markets 0sia and high demand regions in parts of 0merica and 8urope are

projected to be the largest contributors. Countries like 'ndia and China are projected to hae

an industrial increase of double digits (an estimated - to 5E).

INDIAN $TATIONER% INDU$TR%

*mall and +edium 8nterprises play a ital role for the growth of 'ndian economy by

contributing 45E of industrial output, 4-E of e&ports, 4 million employments, create one

million jobs eery year and produce more than G--- "uality products for the 'ndian and

international markets. 0s a result, +*+8s are today e&posed to greater opportunities for

e&pansion and diersification across the sectors. The emergence of new technologies has a

mi&ed impact on arious industries. 9ith new technology and falling prices for computers,

printers and software are reducing the cost of business mail communication on the other

hand, focus on education by goernments of arious deeloping countries has increased the

demand of stationary and paper products substantially.

*tationery 'ndustry is a ery heterogeneous group of business usually associated with the

*chools, Collages, and ;ffice and plays a ery crucial role in working of any organi/ation

across the globe. 't includes $aper stationery which comprises of a ast collection of products

like e&ercise books, note books, stitch, glued A tape pads, refill pads, flap oer pads, subject

books, plastic coer books etc. The huge greeting card market, autograph books, party inites

etc, is also a part of this segment.

https://www.bharatbook.com/retail-market-research-reports-412815/global-office-stationery-supplies-and-services-market-2012-2016.htmlhttps://www.bharatbook.com/retail-market-research-reports-412815/global-office-stationery-supplies-and-services-market-2012-2016.html


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OPPURTUNITIE$ AND CHALLENGE$

'n the international arena 'ndia is proiding more scope for deelopment and trends

howeer, with e&cellent "uality, the 'ndian products are ery much in demand. The 'ndian

*+81s associated with stationery market has witnessed tremendous dynamic changes. 'n the

last decade the 'ndian market has increased arieties to be e&ported in markets and has

produced big market percentage.

'ndian companies hae learnt that innoation, performance and ersatility are the key area to

be focused upon. Taking the points under consideration, the businessmen are now researching

and deeloping new products, as the market is now more of consumer oriented which is

always looking for cost effectie prices. This is because of the attitude of buyer which is now

ready to spend more if are liable product is offered to him.

9ith seasonal e&port market which stays from 0pril7=une major importing countries like

H.*.0., 0ustralia, Canada, major 0frican countries and +iddle 8ast are the ones which

accept 'ndian designs and style comfortably. 9ith e&treme precautions, and the good "uality

products offered and new marketing strategies are followed, the goernment has also come

out with arious incenties for *+81s.

$articularly for stationary industry if we "uote would be the education enhancement schemes

which are giing growth to this sector. The 'ndian stationery market is also influenced by

macroeconomic deelopment, national income and lasts but not the least the eer7growing

'ndian population. The 'ndian stationery 'ndustry is highly unorgani/ed and the organi/ed

players are estimated to be less than the unorgani/ed sector players due to which unorgani/ed

stationery players are e&panded throughout the industry and controls major market share.

#oweer, 'ndian stationary industry is facing major competition from the 'mporter especially

Chinese manufacturers are the most competitie among all the otherworld market players as

they hae an adantage of mass production capacity, aggressie faorable goernment e&port

policy, simplified low ta&ation and well deeloped infrastructure.


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INTRO$PECTION

'ndian businessmen inoled in the business of stationary items needs to work on proper

research and deelopment of the sector. :esign, Colors, Iuality, Themes, reaching the right

partners and to find out new markets for their products should be on their agenda.

>oernment at their leel is taking initiaties howeer, to bring in a spurt in the trade there is

a need to focus on proiding assistance to businessmen for buying good machinery, necessary

infrastructure should be proided, to enhance e&port actiities, workshops, conferences and

training programs should be conducted at state and national leel. %ogistics is also a key

concern that goods should reach on time which helps in maintaining a relationship with

arious customers across the globe.

1.) PROFILE

HINDU$TAN PENCIL$ P*T LTD.

?ig . #industan $encils $t. %td.

#industan $encils is one of the leading primary school stationery products manufacturing

company in 'ndia. *ince its inception in 5G they hae mastered the art of making "uality

stationery products which coers pencils, sharpeners, erasers scales and pens. 0ll the

products conform to 8uropean C878N 6 safety standards. The brands J0psara1 A JNataraj1are "uite popular and hae emerged as household names. They are haing their presence in

global markets e&porting the products to oer 5- countries.

'n -!, #industan $encils continued to lead writing instruments with a alue share of

-E.The Company1s position can be largely attributed to the pan7'ndian presence of its Nataraj

and 0psara brands. The company also launched arious writing accessory products under the

Nataraj brand. The company has maintained its leading category position mainly thanks to its

strong distribution network and the brand loyalty consumers hae towards its flagship brand

Nataraj, which is almost considered synonymous with pencils in 'ndia.


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$us+!in!b,e Business

?ig . *ustainable Business

#$% is making conscious and continuous efforts in improing processes and ma&imising

utili/ation of inputs to preent degradation of enironment. 0ll ingredients used by the

company are non to&ic in nature. 9ood is one of the main inputs for pencils. They hae their

own wood plantation to ensure renewal of this precious natural resource. They hae switched

oer to eco7friendly water based lac"uers and $KC free formulations.

The commonly used raw materials in pencil manufacturing are 4- in number. 0part from

wood, the others used graphite and clay. #industan $encils strongly beliee in a greater

responsibility towards society and in betterment of "uality of life of stakeholders. Their

commitment to this responsibility is realised through their contribution to the preseration of

trees instead of thoughtlessly plundering trees for pencils manufacture. #$% stries to protect'ndian bio7diersity and to maintain ecological balance. ?or this they had gone renewable

sources of timber by producing their re"uirement from those who either grow trees on their

farms, land or in the courtyard at their residential premises rather than relying on forest

grown timber.

0s a part of #$% commitment to 'ndia1s national policy of increasing the forest coer, they

hae deeloped their own timberland. They hae adopted scientific practices of cultiating se

tree crops and selected suitable tree spices which can grow within a cycle of 67- years,

which grow on climatic and ground water resources. The wood farming lay emphasis on

planting superior disease resistant and fast growing clones, which improe land productiity,

"uality timber yield and maintain ecological balance on sustainable basis.


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Cor-or!+e $oi!, Res-onsibi,i+y

?ig .! C*D

#industan $encils beliees in a greater responsibility towards society and in the betterment of

the "uality of life.

They hae established institutions to proide education, professional training and

accommodation facilities to girls in 'ndia

#industan College of 0rts and Commerce

Trieniben =amnadas >irls #igh *chool

Nataraj 8ducation Trust

Their company is also associated with few other noteworthy institutions.

N!+!r!/ Rese!r Cen+er 0 Tr!ining Co,,ege B!"n!g!r Gu/r!+2 The institute proides

"uality teacher training in the areas of rehabilitation, paramedical and special education on

cerebral palsy, mental retardation, hearing impairment and other impairments.

N!+!r!/ $-ei!, $oo, 3or Ci,4ren 5i+ Cerebr!, P!,sy B!"n!g!rGu/r!+2 The

institute has been proiding treatment and education to about -- children.

KL6 Ins+i+u+e o3 De!3 !n4 Dumb2 The 'nstitute conducted rural program for polio

correctie surgery in >ujarat, e&amining oer 4 lakh children and performing .5 lakh

surgeries. 't also carried out Dubella accination of young women from ! to !5 years of age

to preent birth of children with congenital anomalies.

'I$$ION

:elighting consumers with globally recogni/ed stationery.


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DI$TRIBUTION

#industan $encils manufacturing capacity at 5 locations across 'ndia is supported by an

impressie distribution network which ensures that their products are aailable to eery

household in 'ndia.

! :epotsLmain stockists, 5-- distributors, 5--- retail outlets and a formidable field force

complete the supply chain. Their depots are spread across the length and breadth of the

country.

GLOBAL $ALE$

#$1s commitment to "uality, competitie pricing and its enormous manufacturing capacities

hae carried their products well beyond 'ndian shores. 0t present, they e&port to oer 5-

countries.

1.7 PRODUCT$ PORTFOLIO

BRAND2 NATARA6

NATARA6 8 AP$ARA2

B%0C %80: $8NC'%*, 8D0*8D*,

*#0D$8N8D*, C;%;D*

'ndia, Dussia, Turkey, >reece, $ortugal,

8gypt, 0ustralia, +alaysia, $hillipines,

Bangladesh, *rilanka, Nepal, +yanmar,

*audi 0rbia, H.0.8., Bahrain, ;man,

Memen, *yria, =ordan, 8gypt, enya,

Tan/ania, Hganda, >hana, Bra/il,

0rgentina, $eru, $araguay, Hruguay,

+e&ico etc.


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?ig .4 Nataraj

PENCIL$

?ig .5 Nataraj $encils

• Nataraj

• Nataraj Triangle

• Nataraj $latinum

• Nataraj >old

• Nataraj Bold

• Nataraj +etallic

• Nataraj +etallic Triangle

• Nataraj $i&y A $etals

• Nataraj Triga

• Nataraj +arble

• Nataraj Neon


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• Nataraj Neon Dound

• Nataraj Neon Triangle

• Nataraj $op A =oi

• Nataraj No. L#B

$HARPNER$

?ig . Nataraj *harpners

• i7flip 8raserO*harpener

• Nataraj

• Nataraj Neon

• Nataraj Neon #eart

• Nataraj Neon Dound

• Nataraj $ress ?it

• Nataraj 6-- Tidy

• Nataraj 0bsolute


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ERA$ER$

?ig .6 Nataraj 8rasers

• $lasto

• Non7:ust Degular

• Non7:ust =umbo

• Neon +ini

• Neon Big

• Trio 8raser

$CALE$

• *hatterproof !- cm

• :elu&e !-cm

• :elu&e 5 cm

• *cale !- cm

http://hindustanpencils.com/international/category/scales/#621-scale-30-cmhttp://hindustanpencils.com/international/category/scales/#621-scale-30-cm


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• *cale 5cm

• Neon !- cm

• Neon G cm

• Neon 5 cm

• 'rule !-cm

• 'rule -cm

• >eometry *et

• *et *"uare

• *et *"uare 45

• *et *"uare -

COLOR PENCIL$

?ig .G Nataraj Colour $encils

• #alf *i/e

• ?ull *i/e

http://hindustanpencils.com/international/category/scales/#621-scale-15-cmhttp://hindustanpencils.com/international/category/scales/#neon-30-cmhttp://hindustanpencils.com/international/category/scales/#neon-15-cmhttp://hindustanpencils.com/international/category/scales/#irule-30cmhttp://hindustanpencils.com/international/category/scales/#irule-20cmhttp://hindustanpencils.com/international/category/scales/#geometry-sethttp://hindustanpencils.com/international/category/scales/#set-squarehttp://hindustanpencils.com/international/category/scales/#set-square-45http://hindustanpencils.com/international/category/scales/#set-square-60http://hindustanpencils.com/international/category/color-pencils/#half-sizehttp://hindustanpencils.com/international/category/color-pencils/#full-sizehttp://hindustanpencils.com/international/category/scales/#621-scale-15-cmhttp://hindustanpencils.com/international/category/scales/#neon-30-cmhttp://hindustanpencils.com/international/category/scales/#neon-15-cmhttp://hindustanpencils.com/international/category/scales/#irule-30cmhttp://hindustanpencils.com/international/category/scales/#irule-20cmhttp://hindustanpencils.com/international/category/scales/#geometry-sethttp://hindustanpencils.com/international/category/scales/#set-squarehttp://hindustanpencils.com/international/category/scales/#set-square-45http://hindustanpencils.com/international/category/scales/#set-square-60http://hindustanpencils.com/international/category/color-pencils/#half-sizehttp://hindustanpencils.com/international/category/color-pencils/#full-size


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• Triangle ?ull *i/e

• K'K': Dound ?ull *i/e

• =umbo #e& ?ull *i/e

• =umbo Triangle ?ull *i/e

PROFE$$IONAL PENCIL$

• Colour Copying $encils

• >lass +arking $encils

• Checking $encils

• :rawing $encils 0rtists

• :rawing $encils 8ngineers

BALL PEN$

• Nataraj Classic

• Nataraj >low

• Nataraj +ist

• Nataraj 0pace

• Nataraj 0ll grip

• Nataraj 0ll spark

• Nataraj :ew

• Nataraj *uper&

http://hindustanpencils.com/international/category/color-pencils/#triangle-full-size-colour-pencilshttp://hindustanpencils.com/international/category/color-pencils/#vivid-round-colour-pencilshttp://hindustanpencils.com/international/category/color-pencils/#jumbo-hex-full-sizehttp://hindustanpencils.com/international/category/color-pencils/#jumbo-triangle-full-sizehttp://hindustanpencils.com/international/category/professional-pencils/#colour-copying-pencilshttp://hindustanpencils.com/international/category/professional-pencils/#glass-marking-pencilshttp://hindustanpencils.com/international/category/professional-pencils/#checking-pencilshttp://hindustanpencils.com/international/category/professional-pencils/#drawing-pencils-artistshttp://hindustanpencils.com/international/category/professional-pencils/#drawing-pencils-engineershttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-classichttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-glowhttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-misthttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-apace-boldhttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-allgriphttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-allsparkhttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-dewhttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-superxhttp://hindustanpencils.com/international/category/color-pencils/#triangle-full-size-colour-pencilshttp://hindustanpencils.com/international/category/color-pencils/#vivid-round-colour-pencilshttp://hindustanpencils.com/international/category/color-pencils/#jumbo-hex-full-sizehttp://hindustanpencils.com/international/category/color-pencils/#jumbo-triangle-full-sizehttp://hindustanpencils.com/international/category/professional-pencils/#colour-copying-pencilshttp://hindustanpencils.com/international/category/professional-pencils/#glass-marking-pencilshttp://hindustanpencils.com/international/category/professional-pencils/#checking-pencilshttp://hindustanpencils.com/international/category/professional-pencils/#drawing-pencils-artistshttp://hindustanpencils.com/international/category/professional-pencils/#drawing-pencils-engineershttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-classichttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-glowhttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-misthttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-apace-boldhttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-allgriphttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-allsparkhttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-dewhttp://hindustanpencils.com/category/nataraj/ball-point-pens/#nataraj-superx


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• 0ll black

• >rippo

• 0ll Dounder

• *napper

GEL PEN$

• >eli&

• 0ll Dounder

CUTTER$

• +ini Cutter

• #andy Cutter

• Classic Cutter

• Big Cutter

BRAND2 AP$ARA

?ig . 0psara

PENCIL$

• $latinum $encils

• $latinum DT $encils

• $;$ $encils

http://hindustanpencils.com/category/nataraj/ball-point-pens/#allblackhttp://hindustanpencils.com/category/nataraj/ball-point-pens/#grippohttp://hindustanpencils.com/category/nataraj/ball-point-pens/#all-rounder-2http://hindustanpencils.com/category/nataraj/ball-point-pens/#snapperhttp://hindustanpencils.com/category/nataraj/cutters/#mini-cutterhttp://hindustanpencils.com/category/nataraj/cutters/#handy-cutterhttp://hindustanpencils.com/category/nataraj/cutters/#classic-cutterhttp://hindustanpencils.com/category/nataraj/cutters/#big-cutterhttp://hindustanpencils.com/category/apsara/apsara-pencils/#platinumhttp://hindustanpencils.com/category/apsara/apsara-pencils/#platinum-rthttp://hindustanpencils.com/category/apsara/apsara-pencils/#pophttp://hindustanpencils.com/category/nataraj/ball-point-pens/#allblackhttp://hindustanpencils.com/category/nataraj/ball-point-pens/#grippohttp://hindustanpencils.com/category/nataraj/ball-point-pens/#all-rounder-2http://hindustanpencils.com/category/nataraj/ball-point-pens/#snapperhttp://hindustanpencils.com/category/nataraj/cutters/#mini-cutterhttp://hindustanpencils.com/category/nataraj/cutters/#handy-cutterhttp://hindustanpencils.com/category/nataraj/cutters/#classic-cutterhttp://hindustanpencils.com/category/nataraj/cutters/#big-cutterhttp://hindustanpencils.com/category/apsara/apsara-pencils/#platinumhttp://hindustanpencils.com/category/apsara/apsara-pencils/#platinum-rthttp://hindustanpencils.com/category/apsara/apsara-pencils/#pop


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• =;' $encils

• Triangle +etallics $encils

•

Triga $encils

• Beauty $encils

• >old $encils

• 0bsolute $encils

• *teno $encils

ERA$ER$

• Non :ust Degular

• 0ps Non :ust %arge

• Non :ust =umbo

• D0% Big

• D0% +ini

• Tidy Hp 8raser L *harpener

$HARPENER$

• %ong $oint *harpener

• Tidy *harpener

• Tidy Hp 8raser L *harpener

$CALE$

• :elu&e !-cm

• :elu&e 5cm

• *hatter Desistant

• +athematical 'nstrument *et

http://hindustanpencils.com/category/apsara/apsara-pencils/#joihttp://hindustanpencils.com/category/apsara/apsara-pencils/#triangle-metallicshttp://hindustanpencils.com/category/apsara/apsara-pencils/#trigahttp://hindustanpencils.com/category/apsara/apsara-pencils/#beautyhttp://hindustanpencils.com/category/apsara/apsara-pencils/#goldhttp://hindustanpencils.com/category/apsara/apsara-pencils/#absolutehttp://hindustanpencils.com/category/apsara/apsara-pencils/#stenohttp://hindustanpencils.com/category/apsara/apsara-erasers/#non-dust-regularhttp://hindustanpencils.com/category/apsara/apsara-erasers/#aps-non-dust-largehttp://hindustanpencils.com/category/apsara/apsara-erasers/#non-dust-jumbohttp://hindustanpencils.com/category/apsara/apsara-erasers/#ral-bighttp://hindustanpencils.com/category/apsara/apsara-erasers/#ral-minihttp://hindustanpencils.com/category/apsara/apsara-erasers/#tidy-up-eraser-sharpenerhttp://hindustanpencils.com/category/apsara/apsara-sharpener/#long-point-sharpenerhttp://hindustanpencils.com/category/apsara/apsara-sharpener/#tidy-sharpenerhttp://hindustanpencils.com/category/apsara/apsara-sharpener/#tidy-up-eraser-sharpener-2http://hindustanpencils.com/category/apsara/apsara-scales/#deluxe-30cmhttp://hindustanpencils.com/category/apsara/apsara-scales/#deluxe-15cmhttp://hindustanpencils.com/category/apsara/apsara-scales/#shatter-resistanthttp://hindustanpencils.com/category/apsara/apsara-scales/#mathematical-instrument-sethttp://hindustanpencils.com/category/apsara/apsara-pencils/#joihttp://hindustanpencils.com/category/apsara/apsara-pencils/#triangle-metallicshttp://hindustanpencils.com/category/apsara/apsara-pencils/#trigahttp://hindustanpencils.com/category/apsara/apsara-pencils/#beautyhttp://hindustanpencils.com/category/apsara/apsara-pencils/#goldhttp://hindustanpencils.com/category/apsara/apsara-pencils/#absolutehttp://hindustanpencils.com/category/apsara/apsara-pencils/#stenohttp://hindustanpencils.com/category/apsara/apsara-erasers/#non-dust-regularhttp://hindustanpencils.com/category/apsara/apsara-erasers/#aps-non-dust-largehttp://hindustanpencils.com/category/apsara/apsara-erasers/#non-dust-jumbohttp://hindustanpencils.com/category/apsara/apsara-erasers/#ral-bighttp://hindustanpencils.com/category/apsara/apsara-erasers/#ral-minihttp://hindustanpencils.com/category/apsara/apsara-erasers/#tidy-up-eraser-sharpenerhttp://hindustanpencils.com/category/apsara/apsara-sharpener/#long-point-sharpenerhttp://hindustanpencils.com/category/apsara/apsara-sharpener/#tidy-sharpenerhttp://hindustanpencils.com/category/apsara/apsara-sharpener/#tidy-up-eraser-sharpener-2http://hindustanpencils.com/category/apsara/apsara-scales/#deluxe-30cmhttp://hindustanpencils.com/category/apsara/apsara-scales/#deluxe-15cmhttp://hindustanpencils.com/category/apsara/apsara-scales/#shatter-resistanthttp://hindustanpencils.com/category/apsara/apsara-scales/#mathematical-instrument-set


18/71

PROFE$$IONAL PENCIL$

• :rawing $encils P 0rtist

• :rawing pencils P 8ngineers

• >lass +arking

• Colour Copying

CHALK$

• 0ps Chalk 79hite

• 0ps Chalk 70ssorted

COLOR $TICK$

• 9a&

• 9a&

• 4 9a&

• =umbo 9a&

• ;il $astels

PAINT$

• $oster Colors

• 9ater Colors

BRAND2 COLORA'A

http://hindustanpencils.com/category/apsara/apsara-professional-pencils/#drawing-pencils-artisthttp://hindustanpencils.com/category/apsara/apsara-professional-pencils/#drawing-pencils-engineershttp://hindustanpencils.com/category/apsara/apsara-professional-pencils/#glass-markinghttp://hindustanpencils.com/category/apsara/apsara-professional-pencils/#colour-copyinghttp://hindustanpencils.com/category/apsara/chalk/#aps-chalk-whitehttp://hindustanpencils.com/category/apsara/chalk/#aps-chalk-assortedhttp://hindustanpencils.com/category/apsara/sticks/#12-waxhttp://hindustanpencils.com/category/apsara/sticks/#16-waxhttp://hindustanpencils.com/category/apsara/sticks/#24-waxhttp://hindustanpencils.com/category/apsara/sticks/#jumbo-waxhttp://hindustanpencils.com/category/apsara/sticks/#oil-pastelshttp://hindustanpencils.com/category/apsara/paints/#poster-colourshttp://hindustanpencils.com/category/apsara/paints/#water-colourshttp://hindustanpencils.com/category/apsara/apsara-professional-pencils/#drawing-pencils-artisthttp://hindustanpencils.com/category/apsara/apsara-professional-pencils/#drawing-pencils-engineershttp://hindustanpencils.com/category/apsara/apsara-professional-pencils/#glass-markinghttp://hindustanpencils.com/category/apsara/apsara-professional-pencils/#colour-copyinghttp://hindustanpencils.com/category/apsara/chalk/#aps-chalk-whitehttp://hindustanpencils.com/category/apsara/chalk/#aps-chalk-assortedhttp://hindustanpencils.com/category/apsara/sticks/#12-waxhttp://hindustanpencils.com/category/apsara/sticks/#16-waxhttp://hindustanpencils.com/category/apsara/sticks/#24-waxhttp://hindustanpencils.com/category/apsara/sticks/#jumbo-waxhttp://hindustanpencils.com/category/apsara/sticks/#oil-pastelshttp://hindustanpencils.com/category/apsara/paints/#poster-colourshttp://hindustanpencils.com/category/apsara/paints/#water-colours


19/71

?ig .- Colorama

#industan $encils %td. under its flagship brand 0psara introduces C;%;D0+0, a new range

of colours for students. The products are created keeping in mind that art and the use of

colours deelop a child


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use of QimpulsadorasQ as they are known in %atin 0merica, people employed by the brand to

help persuade people to buy on impulse at the point of purchase.

$resently in :elhi +odern Trade ;utlet Name 9here they are operating are7

7 +etro cashA carry

7 *par

!7 0BD% #yper

47 8asy day

57 Kishal mega mart

7Deliance

67*rs alue ba/aar

G7K7mart

7endriyaBhandar

Their competitors are7 'TC, C0+%'N, N0KN88T and ?0B8D C0*T8%%.

Growth of Hindustan Pencils over last is 20 % in Modern trade North India.

1.: $;OT ANAL%$I$

$TRENGTH$$

. Children are the most important strength of #industan $encils.. They take a care of nature by maintaining the ecological balance as wood is the main

raw material for pencil and they plant and grow their own trees for making pencils.!. #industan $encils is the oldest market leader and they hae loyal customers towards

their brand.4. They are manufacturing G million pencils eery day.

5. They hae built up the brand image of Corporate *ocial Desponsibility. *trong distribution and sales network.

;EAKNE$$

. $encils are now aailable in plastics which are not manufactured by #industan

$encils.

. Deduction of 0dertisements in teleision has gien a reduction in sales.!. ;nline site has no detailed information about the each product.


21/71

THREAT$

. New companies entering in the market.. New arieties of pencils are coming.

OPPURTUNITIE$

. :emands for pencils are increasing eery year because of the increased share of

stationery market.. 8ngineering sector is gaining more importance, where usage of pencils, scales will

increase.

1.< DIRECT CO'PETITOR$

FABER CA$TELL

?ig . ?aber castell

?aber7Castell is one of the world


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the last ten years ?aber7Castell has e&panded its reach across the traditional retail and modern

trade channels with a strong network of oer 5-- distributors sericed through its branches.

?aber7Castell stries for continuous improement in all its processes and aims to proide

defect free products from its "uality certified factories, the first time and eery time. The

products manufactured by ?aber7Castell 'ndia are not just loed by 'ndian consumers but also

appreciated by consumers across the globe. ?aber7Castell 'ndia e&ports its products to oer

4- countries and is directly responsible for sales and marketing for the *00DC nations.

ITC CLA$$'ATE

?ig . Classmate

Classmate is the lead proider of all student stationery needs. 'TC launched its Classmate

brand in --! with the notebooks category. By --6, it grew into 'N:'0


23/71

CA'LIN LTD

Fig 1.1& Camlin

Camlin %imited is an 'ndian stationery company based in +umbai, 'ndia. Camlin

manufactures art materials, marker pens, fountain pens, inks, pencils, and other stationery

products.

The company also offers artists and designers products, including art materials, artist


24/71

?ig .4 :oms

9ritefine $roducts $riate %imited manufactures, e&ports, and supplies stationery products. 't

offers wooden pencils, color pencils, wa& crayons, erasers, sharpeners, plastic scales,

geometry bo&es, :? pens, and non7wood pencils. The company offers products to stationery

markets primarily in 'ndia, :ubai, 8gypt, Nepal, Bangladesh, and the Hnited 0rab 8mirates.

9rite fine $roducts $riate %imited was founded in 64 and is based in Hmargam, 'ndia.

The company offers its products under the brand name of J:;+*1. 'ts $roduct range

comprise of 9ooden >raphite $encils, 9ooden Colour $encils, $olymer >raphite $encils,

$olymer Colour $encils, $encil *harpeners, $KC free A $hthalate free 8rasers, +athematical

A :rawing 'nstruments, Ball point $ens and wide range of *tudent 0rt +aterial.

'ARKET PO$ITION

66%

18%

5%

11%

Market Share of Major Players

Hindustan Pencils Camlin Faber Castle Others

?ig .5 +arket $osition


25/71

#industan $encils $t. %td. holds almost two third share in the pencils industry of 'ndia with

its Brands like Nataraj and 0psara

CHAPTER #

LITERATURE RE*IE;

This research paper on 2Consumer buying behaiour towards stationery items3 and

2e&periential marketing3 establishes the relationship between the consumer buying behaiour

and the market mechanism of stationery items. 't has been studied that their buying behaiour

is the outcome of their needs and wants and the consumers prefer to purchase what satisfies

these needs and wants. There are number of factors that affect the consumer buying

behaiour. These factors are diided into four broad categories situational, personal, social

and cultural factors.

*ituational factors impacting consumer behaiour may include location, enironment, timing

and een weather conditions (#oyer et al., -). 'n order to benefit from situational factors

major retailers try to construct enironment and situations in stores that motiate perspectie

customers to make purchase decision. Dange of aailable tools to achiee such an outcome

include playing rela&ing music in stores, producing refreshing smells in stores and placing bread and milk products in supermarkets towards the opposite end of stores to facilitate

moement of customers throughout the store to make additional purchases etc.

$ersonal factors, on the other hand, include taste preferences, personal financial

circumstances and related factors. The impact of personal factors on consumer buying

decision is usually addressed by businesses during market segmentation, targeting and

positioning practices such as grouping indiiduals on the basis of their personal

circumstances along with other criteria, and deeloping products and serices that comprise

these situations in the most cost effectie manner.


26/71

0ccording to Hoyer e+ !,. =#>1#? social factors influencing consumer behaiour arise as a

result of interactions of potential consumers with others in arious leels and conditions.

Targeting people of society perceied as opinion leaders usually proes strong strategy when

marketing products and serices due to the potential of opinion leaders to target the behaiour

of other members of society ie.potential consumers.

Cultural factors targeting consumer buying behaiour are related to cross7cultural differences

amongst consumers on local and global scales. Culture can be defined as 2the ideas, customs,

and social behaiour of a particular people or society3 (;&ford :ictionaries, -5) and the

tendency of globalisation has made it a compulsion for cross7cultural differences amongst

consumers to be taken into account when formulating and communicating marketing

messages.

$u,e@! 0 Dr.Kir!n 'or =#>1&? in their research on 2Consumer Buying Behaiour for

?+C> 0n 8mpirical *tudy of Dural #aryana3 found that 'n 'ndia more than 6E

population is liing in illages and ?+C> companies are famous in selling their products to

the middleclass households, it means rural 'ndia is a profitable and potential market for

?+C> producers. Dural consumers1 incomes are rising and willingness to buy the products

as a result of improed lifestyle. $roducers in ?+C> firms hae chosen to modify their

marketing strategies e&clusiely for rural consumers. 'n this process they need to understand

the rural consumer buying behaiour which may differ geographically and culturally. The

present study focuses on understanding rural consumer buying behaiour for ?+C> in

#aryana. The study stresses on the factors which the purchasing power of rural consumers.

The study was conducted in four districts of #aryana namely $anipat, =ind, uruksetra and

>urgaon. This paper tries to find out the key influencing factors of rural consumers1 buying

behaiour. ?actor analysis was used to group influencing factors of buying behaiour of

rural consumers in #aryana. *ample si/e was taken as 5-- consumers from aboe stated

districts of #aryana which coers almost eery /one of #aryana. 0de"uacy of sample si/e

was tested by +; test in *$**.

'i+u, De,iy! $rofessor, *. College of Business +anagement, #emchandracharya North

>ujrat Hniersity, $atan in his research paper namely 72Consumer Behaiour towards the

new packaging of ?+C> >oods3 said that 2The importance of packaging design as a ehicle

for communication and branding is growing in competitie markets for packaged ?+C>

products3. 0 focus group methodology was used to understand consumer behaiour toward

such products. The challenge for researchers is to integrate packaging into an effectie


27/71

purchasing decision model, by understanding Consumer1s behaiour towards the packaging

of ?+C> products .9hen consumers search for and process information in7store, the

product


28/71

CHAPTER &

RE$EARCH 'ETHODOLOG%

&.1 OB6ECTI*E$ OF THE $TUD%

• To study the changes in the buying and usage behaior of the consumers of the

Nataraj pencils.

• To study the key factors among retailers for the purchase decision of certain brands of

pencils.

• Hnderstanding modern trade distribution through Below the line (BT%) promotion

actiity.

&.# LI'ITATION$ OF THE $TUD%

0 research study is precise. There is always a scope of refinement in the study in the future. 't

becomes important to critically ealuate the entire study and results. The present study has

certain limitations that should be taken into account when considering the study and its

contributions.

. The scope of project study is limited to alkaji, ?aridabad and Badarpur only.

. 0ailable time for study was limited to make more detailed study.

!. Despondent1s opinion may be bias.

(. The time was a constraint, as the strategy had to be prepared within the short time

period.

). The research was done in the months of +ay and =une, in which the oerall sales of

pencils is usually low due the *ummer #olidays.


29/71

7. 0s the sample si/e was ery low comparatie to the total population, so the inferences

would be indicatie picture of the total market.

&.& RE$EARCH DE$IGN

The research design adopted is 8&ploratory in nature with the analysis being done on primary

data and being "uantitatie and "ualitatie in nature. The iew point of sample set, being

"ualitatie in nature, represents the willingness of the sample towards the objectie of the

research whereas the analysis based on the primary data tells us about the factors influencing

sales of Nataraj $encils based on the iews of households and retailers and arious promotion

strategies used by #industan $encils and their competitors for increasing sales.

&.( $A'PLED POPULATION0 population is a group of indiiduals, items, objects from which sample is taken for

measurement. 0ll items in any field of en"uire constitute the unierse. #ere the population

refers to number of consumers and retailers who are using and selling arious pencils. The

sample population includes people from arious categories like working women, students,

house maker etc.

&.(.1 $A'PLING AREA

*ample has been taken from arious parts of ?aridabad, alkaji and Badarpur.

&.(.# PARTICIPANT$8$A'PLE $IE

-- households further diided into7 -- moms and -- children and 5- retailers were taken

as the sample set. 0 structured "uestionnaire was used to collect data which was prepared

with the help of industry guide.

&.(.& $A'PLING TECHNIUE

*ampling is an essential part of market research. $rocess Tool ATechni"ues included in the

study of the data collection is diided on the basis of the sampling techni"ue. The sampling

techni"ue used in the study was purposie sampling .+y structured "uestionnaire consist of

both close ended A open ended "uestions so that consumers and retailers can gie their iew

point more accurately then being bound with the options.

&.) DATA COLLECTION

Prim!ry D!+! 'nteriews with -- households (-- mothers A -- children) and actual

isit to 5- dealers and distributors at eery leel based on a "uestionnaire with both open


30/71

ended and close ended "uestions. To satisfy the core objectie of the study it was necessary to

get iews of the both households and dealersLretailers who deal with Nataraj $encils. The

sample was chosen by purposie sampling as most of the references of retailers were gien

by industry guide.

$eon4!ry D!+! The reiew of literature has been done from eminent articles and papers

published in reputed journals and maga/ines globally. The list of all references used for the

successful completion of this study has been proided later in the report.

&.7 IN$TRU'ENT U$ED

The main instruments that ' used in my project are structured "uestionnaire, *$** *oftware

and +icrosoft 8&cel spreadsheet. ' checked all the "uestionnaires for completeness. 0fter that

' made a reiew of "uestionnaires so as to identify illegible, inconsistent or ambiguous

responses. Coding has been done to each possible response to each "uestion. ?inally '

employed the *$** software to analyse the gathered data. The *$** software helped us in

analysing the data of the filled7in "uestionnaires.

The *tatistical $ackage for *ocial *ciences (*$**) is a computer package that offers broad

range Capabilities for understanding and analysing data. 't is possible to generate decision7

making information "uickly using statistics that hae rigor and power and effectiely present

results with high "uality graphical output. *$** software can read and write data from other

statistical packages, databases, and spreadsheets. 9hen entering data into the software, one

has to click on 2ariable iew.3 The ariable iew enables the user to customi/e it by data

type and consists of the following headings Name, Type, 9idth, :ecimals, %abel, Kalues,

+issing, Columns, 0lign, and +easures. These headings enable the user to characteri/e the

data.


31/71

CHAPTER(

RE$EARCH ANAL%$I$ AND DATA FINDING$

UE$TIONNAIRE2 'OTHER$

Age Grou- O3 'o+ers

21%

60%

19%

AGE GROUP OF MOTHERS

26-30 31-35 36-40

?ig.4.. 0ge group of mothers

INTERPRETATION2

The graph represents the age groups of the mothers inoled in the research. The major

percentage of the mothers is from age group !7!5 which make up -E of the total

population.


32/71

Ou-!+ion O3 Te 'o+ers

88%

12%

OCCUPATION OF MOTHERS

OCCUPATION HOUSEWIFE SELF EMPLOYED

?ig.4.. ;ccupation of the +others

INTERPRETATION2

This graph shows that a majority of the mothers are #ousewife by occupation amounting

to GGE of the total population.


33/71

Freueny o3 buying -eni,s

16%

46%

29%

7% 1% 1%

FREQUENCY OF BUYING PENCILS

DEPENDS ON NEED 1-2 MONTHS 3-4 MONTHS 5-6 MONTHS

7-8 MONTHS 12 MONTHS

?ig.4..! ?re"uency of buying stationery

INTERPRETATION2

0s per this graph, 4E mothers buy their stationery items once in or months, E buy

once in ! or 4 months and E buy stationery as per their need.

Buying !--ro! o3 mo+ers= Ne!rby re+!i,ers 5o,es!,ers 0 '!,,s?


34/71

78%

20%2%

ere do you prefer to buy statione

Nearb !etail "h#lesale

$h#in& 'alls Others

?ig 4..4 Buying approach of mothers

INTERPRETATION2

?rom the aboe pie chart it has been analysed that majority of consumers ie.6GE prefer

buying stationery items from nearby retail shops and around -E buy on wholesale and the

rest E buy from shopping malls. The reason that the majority prefer buying from nearby

retailers has been identified is the conenience to approach the nearby shops. The other -E

feel that wholesalers offer best price (The fact that this share of consumers are price

conscious).

Person=s? 5o goes +o buy s+!+ionery i+ems


35/71

2% 1% 3%

51%22%

21%

PERSON(S) WHO BUY STATIONERY

FATHER FATHER AND KIDS KIDS MOTHER MOTHER KIDS PARENTS

?ig 4..5 $ersons who buys stationery

INTERPRETATION2

0s per the graph, 5E mothers buy stationery, E +others and kids buy stationery and

only !E ids buy stationery on their own.

Person=s? 5o 4ei4e 5i s+!+ionery i+ems +o buy


36/71

2%

4!%45%

4%

PERSON(S) WHO TAKE DECISION OF BUYING

KIDS MOTHER MUTUAL DECISION PARENTS

?ig.4.. $erson(s) who decide which stationery items to buy

INTERPRETATION2

0s per the graph, 4E mothers take decision, 45E is the mutual decision taken by both

mothers and kids and only E kids take decision.

Tings you ,oo@ 5i,e buying -eni,s

7%10%

12%

65%

6%

Things you look while buying a pencil

Price (ri

C#l#ur #) encil *ead $tren&th and *ead c#l#ur

Others

?ig. 4..6 $reference while buying a pencil


37/71

INTERPRETATION2

't can be inferred from the aboe, the characteristic that enables the majority of the customers

(mothers) while buying a pencil is more inclined towards the %ead *trength and %ead Color

(5E). The major reason of this preference is that the strength of the lead enables for a longer

use of the pencil (taking into consideration the repetitie sharpening of a pencil that gradually

decreases its use)and the lead colour (preferred to be dark) that makes lesser effort be put

while writing.

Peni,s -resen+,y -ur!se4 by +e mo+ers

A " # $ % $ A &

# ' ( ) *

+

A " # $ % $ T % ,

- $

C $ . ( , /

S ) " % +

. +

D ' . #

N + ' /

F $ & +

% C $ # * + ( ( M

$ * *

F $ & +

% C $ # * + ( ( T

% + / 0

N $ * $ %

$ 6 2 1

0

5

10

15

20

25

30

35

5

30

52

13

1

5

11

52

28

11

PENCILS PURCHASED BY THE MOTHERS

A"#$$ D'.# C($##.$*+ C$.(,/ F$&+ C$#*+(( N$*$$ M$+( A+/+#

PENCIL BRANDS

COUNT

?ig.4..G $encils purchased by mothers


38/71

INTERPRETATION2

Table showing number of mothers buying different brands of pencils

0psara 4-

:oms 5

Classmate

Camlin

?aber Castell G

Nataraj

+arel 0engers

Table

Nataraj and apsara are the most preferred pencil due to its strong distribution network and

the brand loyalty consumers hae towards its flagship brand Nataraj, followed by :oms .

R!n@ing gi"en +o +e 3!+ors !33e+ing buying 4eision by +e mo+ers

LEADRADE LEADSTRENTH COLOR PRICE RIP0

20

40

60

80

100

120

RANKING GIVEN BY MOTHERS

5 4 3 2 1

FACTORS

COUNT

?ig. 4.. Danking gien by the mothers


39/71

INTERPRETATION2

Table showing the count of rankings gien to the factors affecting buying decision of the

pencils 0s can be inferred from the aboe, the characteristic that enables the majority of the

consumers while buying a pencil is more inclined towards the %ead *trength and %ead

Colour. The major reason of this preference is that the strength of the lead enables for a

longer use of the pencil (taking into consideration the repetitie sharpening of a pencil that

gradually decreases its use)and the lead colour (preferred to be dark) that makes lesser effort

be put while writing. 't can also be seen that people are price sensitie but at the same time

prefer "uality.

RANKING 1 # & ( )LEADGRADE 56 4 - -

LEAD$TRENGT

H 4 ! 4 -

COLOR - - 5 4! 4

PRICE - 4 4!

GRIP 55 5

Table 7 Count of ranking gien to factors

H!"e you e"er use4 N!+!r!/ Peni,s

68%

+2%

,es N#

?ig 4..- No. of people used Nataraj pencils


40/71

INTERPRETATION2

't can be inferred that GE of consumer1s has used Nataraj pencils while the other !E has

not tried it , this is because of new ariety of pencils coming in the market with new features

and innoatie designs which Nataraj has still not proided.

9hat should Nataraj do to sere you better

29%

47%

2%

8%14%

t should Nataraj do to serve you be

'#re -ariet in c#l#urs and desi&ns

.mr#-e lead stren&th

!educe rice

Free &i)ts in ac/

d-ertise m#re

?ig 4.. Things Nataraj should do for +others

INTERPRETATION2

?rom the aboe pie chart it is inferred that Nataraj should work upon lead strength

and introduce more ariety in colors and design to cater the needs of young children.


41/71

UE$TIONNAIRE2 CHILDREN

Age grou- o3 +e i,4ren

14%

17%

20%2+%

26%

AGE GROUP OF T HE CHILDREN

5 6 7 8 !

?ig.4.. 0ge group of the children

INTERPRETATION2

0s per the graph, E children belong to years, 6E belong to years of age and -E

children belong to 6 years of age.


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F!"ori+e -eni,s o3 +e i,4ren

?ig.4.. faorite pencils of the children

INTERPRETATION2

Below table shows faorite pencil brands of the children

Table no7!

0psara !

:oms

Classmate

Camlin

?aber Castell G

Nataraj

+arel 0engers


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Pre3erenes o3 i,4ren 3or using -eni,s

37%

25%

12%

20%

3%3%

PREFERENCES FOR USING PENCILS

S*'/ (+$ D$ (+$ S.''* (+$ C'(')( '' ," E9'/'.,9$(

?ig.4..! $references for using pencils

INTERPRETATION2

0s per the graph, dark lead is preferred up to 5E, strong lead is preferred up to !6E,

economical pencils are preferred up to !E and colorful pencil is preferred up to -E.


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R!n@ing gi"en +o +e 3!+ors by +e i,4ren

LEA DRA DE LEA DSTRENTH COLOR PRICE RIP

0

20

40

60

80

100

120

RANKING GIVEN BY THE CHILDREN

5 4 3 2 1

FACTORS

COUNT

?g.4..4 Danking gien by children

INTERPRETATION2

Table showing the count of rankings gien to the factors affecting buying decision of the

pencils

RANKING 1 # & ( )

LEADGRADE 46 5 5

LEAD$TRENGT

H ! -

COLOR - G 4! 6

PRICE 6 6 4 6

GRIP 5 56

Table 4 Count of rankings gien to factors by children


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UE$TIONNAIRE2 RETAILER$

Kin4 o3 s+!+ionery in +e s+ores

$ch##l $tati#ner 26%

Oce $tati#ner 2%

3#th 1 2 40%

ll the ab#-e +2%

ind of stationery in stores

?ig 4.!. kind of stationery in shops

INTERPRETAION2

The aboe suggests that E of the retailers prefer to keep only school stationery in contrast

to E who prefer to keep only office stationery. #oweer oer 4-E prefer both office and

school stationery. None prefer Computer stationery. But oerall !E of the retailers beliee

to keep all the items in their store.


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Are +ere !ny ne5 -eni,s in +e m!r@e+ sine +e ,!s+ #yrs

,es 88%

N# 12%

re there new pencils since last " yr

?ig 4.!. new pencils in the market

INTERPRETATION2

?rom the aboe data it is inferred that a lot of new pencils from arious e&isting as well as

new brands hae been launched from the past years. The new pencils that has been

launched since past yrs are Deynolds tri/y (Deynolds), 0psara 0bsolute (#industan pencils

pt. %td), :oms /oom (9rite fine products pt. %td), +atri& and Barbie (Bilt), ?lair pro and

?lair dot com (?lair), +arkline( %inc), Naneet 8co buddy (Naneet).


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Co,or -re3erene o3 +e -eo-,e buying -eni,s 3rom +e re+!i,ers

20%

34%6%

40%

COLOR PREFERENCE WHILE BUYING PENCILS

C$*''/ 9$$9*+# M)(*,9'(' /+'/ 9'('# /'/+

?ig 4.!.! colour preference while buying a pencil

INTERPRETATION2

The aboe chart shows that 4-E of the customers are not particular about the color

preference of the pencils, -E want cartoon characters and E want neon colors.

Pre3erene o3 +e ,e!4 gr!4e by +e us+omers !s -er +e re+!i,ers

68%

6%

26%

LEAD GRADE PREFERENCE

D$ L,* &'*


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?ig 4.!.4 lead grade preference

INTERPRETATION2

0s per the chart aboe, E demand any lead grade while GE demand only dark lead

pencils.

R!n@ing gi"en by +e re+!i,ers !s -er +e im-or+!ne o3 +e 3!+ors 3or buying

4eision o3 +e us+omers

L O O K

S

L E A D

4 R A

D E

L E A D

S T R

E N 4 T H

P A C K

A 4 I N

4 P R

I C E

0

10

20

30

40

5060

RANKING GIVEN BY THE RETAILERS

5 4 3 2 1 DEPENDS ON CUSTOMER

FACTORS

COUNT

?ig.4.!.4 Danking gien by the retailers

'NT8D$D8T0T';N

Table showing the count of rankings gien by the retailers as per the importance of the factors

that influence buying decision

RANKINGDEPEND$ ON

CU$TO'ER 1 # & ( )

LOOK$ 5 5

LEAD GRADE 5 G G ! -

LEAD

$TRENGTH

5 !- -

PACKAGING 5 - - G


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PRICE 5 ! 5 5

Table count of rankings by retailers

Peni, is 4oing 5e,, in +e m!r@e+

+0%

+2%

24%

10%

4%

Pencil doing well in the market

5#ms asra Natara Faber Castell Others

?ig 4.!. pencils doing well in the market

INTERPRETATION2

?rom the aboe it has been inferred after haing studied the responses of the retailers on

the whole that :oms and 0psara hae been doing well in the market capturing a share of

about E together .'t is because of the faorable tastes of the customers drawn towards

the two. 0psara has been well receied by the consumers and while on the other hand

:oms has ery well gained an almost e"ual market share gien the fact that it offers good

"uality at a competitie price .0lso seen is that Nataraj comes across about 4E of the

market share which again although is figuratiely good.


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Re!sons 3or ! -eni, 4oing 5e,, in +e m!r@e+

ualit 58%3etter mar&in 16%

3rand l#al 20%

Others 6%

sons for pencil doing well in the mar

?ig 4.!.6 Deasons for most selling pencil

INTERPRETATION2

?rom the aboe pie chart it has been inferred that the pencil which is doing well in the market is

because of the good "uality followed by brand loyal customers who are loyal to one brand buy those

pencils.


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Pre3erene o3 Rs ) -eni,s o"er Rs ( -eni,s by +e re+!i,ers

28%

72%

#s$ % Pencil is Preferred over #s$ & or Not

/' :+#

?ig 4.!.G Ds 5 pencil preferred oer Ds 4 or not

INTERPRETATION2

0s per the chart aboe, 6E prefer Ds.5 pencils oer Ds.4 and GE hae no such preference.

The main reason for this is Change problem for De..

Peni, reommen4e4 by re+!i,ers


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51%

26%

12%

12%

hich pencil do you recommend if ask

#ms sara Natara Faber castell

?ig.4.!. $encil recommended by retailers

INTERPRETATION2

?rom the aboe pie chart it has been inferred that most of the retailers prefer to sell :oms

oer 0psara and Nataraj. 9hereas ?aber Castell is least preferred by retailers as it is highly

priced and cater to niche segment.

F!+ors in3,uening re+!i,ers +o se,, +e -ro4u+


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40%

+4%

22%

4%

motivate retailer to push the product in

Hi&h mar&in ualit '#st -isible #n shel)

$chemes Others

?ig 4.!.- ?actors influencing retailers to sell the product

INTERPRETATION2

?rom the aboe pie chart it has been inferred that retailers are highly motiated to sell the

product which proides them better margin followed by the "uality. :oms are highly

recommended by retailers as it proides them better margin and whereas apsara haing a

good "uality but proides low margin to retailers is thus less preferred . Nataraj pencils donot

offer good "uality as well higher margin thus only E retailers prefer to sell Nataraj

CORRELATION


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T!b,e no)

The table shows positie correlation between the pencil which the retailers recommend and

factors which motiates them to push the product (pencil) to customer. The retailers generally

prefer to sell the pencil which gies them high margin.

Correlation between two ariables is .4G4, thus there is a positie relation between ariables.

't can be inferred from the aboe correlation retailers play an important role in influencing

consumers buying behaiour and the decision of retailers is ery much dependent on factors

like higher margin and "uality of the pencil as inferred from aboe data. 0ccording to the

data retailers prefer to sell :oms pencil oer Nataraj and 0psara due to higher margins as

inferred from fig 4.!. A fig 4.!.-

9hich pencil

do you

recommend if

asked@

9hat

motiates

you to push

the product to

customer@

9hich pencil do you

recommend if asked@

$earson

Correlation

.4G4SS

*ig. (7tailed) .---

N 5- 5-

9hat motiates you to

push the product to

customer@

$earson

Correlation

.4G4SS

*ig. (7tailed) .---

N 5- 5-

SS. Correlation is significant at the -.- leel (7tailed).


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CORRELATION

:o you think

buying

decision is

influenced by

'n shop

adertisemen

ts@

which pencil

sells the most

:o you think buying

decision is influenced

by 'n shop

adertisements@

$earson

Correlation

7.6

*ig. (7tailed) .46

N 5- 5-

which pencil sells the

most

$earson

Correlation

7.6

*ig. (7tailed) .46

N 5- 5-

Table no.

INTERPRETATIONThe table shows a negatie correlation between the affect of in7house adertisements to the

customer1s choice of pencil. The customer1s choice is not much affected by the in7house

adertisements they are brand loyal and do not get switch to other brands easily.

0s in shop adertisement does not impact the sales of pencil so Nataraj need to focus on

proiding better margins to its retailer in order to increase sales.


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CHAPTER )

OB$ER*ATION$ AND FINDING$

'OTHER$

• Iuality of the pencils i.e. %ead *trength and %ead >rade are the most important

factors for buying pencils keeping in mind its ma&imum use consumer prefer strong

lead so that the durability of a pencil increases and dark lead colour so that they do

not hae to apply much force for writing.

• +others also want attractie pencils so that their children so they kind of enjoy

writing.

• They prefer to buy stationery items from nearby retail to their conenience and those

who prefers wholesale because they get a good price oer there.

• They take into consideration the opinion of their kids in buying stationery i.e. the

mutual decision between +others and children.

• Nataraj is purchased by appro&imately GE of the mothers because of their loyalty

towards the brand and its widespread aailability.

• 0psara pencils especially 0bsolute and $latinum are being used because of better

"uality.

• *ome of the mothers are not aware that Nataraj has a range of pencil colors etc.

• 'n some cases, Nataraj is purchased by the mothers specially who are more price

conscious.

• There are many complaints about Nataraj that the lead is weak, rough and light.


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• +others want Nataraj to produce following items

• Notebooks and registers.

• *cissors

• >lue stick

• *ketch pens

• Crafts item

• Cello tapes

• ;ffice stationery

• >litter and colorful pens

CHILDREN

• The most important factors that children want in the pencils are :ark %ead, *trong

lead and looks of the pencil.

• ids demand and like to work with colorful pencils.

• $ackaging again is one of the most important factors for children. They tend to buy

the pencil with more attractie packaging.

• 0 good majority of kids use Natraj, 0psara and :oms pencils.

• *ome of the kids are not much conscious about the pencils they use. They work with

any pencil that parents gie them to write with so most of the kids do not use different

pencil for different purpose.

• ids also complaint about the lead "uality of Nataraj pencils. They say that lead is

weak so they hae to sharpen the pencil again and again.

• *ome of the children want Nataraj pencils to be more attractie and colorful.


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RETAILER$

• 0s per correlation table retailers influence the decision of customers on buying the

$encils and there is a positie correlation between the preference of pencil by retailers

and factors that affect retailers so Nataraj should focus more on satisfying retailers.

• 0s per correlation table no. there is a negatie correlation between the affect of in7

house adertisements to the customer1s choice of pencil. The customer1s choice is not

much affected by the in7house adertisements they are brand loyal and do not get

switch to other brands easily. 0s in shop adertisement does not impact the sales of

pencil so Nataraj need to focus more on "uality , innoatie designs , colours and

proiding better margins to its retailer in order to increase sales.

AREA ;I$E OB$ER*ATION$

BADARPUR

There the major competitor for Nataraj pencils are 70psara itself and :oms

0psara $latinum and 0bsolute hae significant demand as compared to Nataraj

pencils. But, Nataraj pencils are still one of the highly demanded pencils.

There are certain complaints regarding lead breakage in Nataraj $encils.

N.I.T FARIDABAD

• 'n N.'.T, ?aridabad, there is a significant change in market. The focus of both retailers

and the customers has shifted towards :;+* pencils.

• 0s per retailers, demand for Nataraj has declined due to more preference to :;+*

pencils. :emand for Nataraj is there but not that much.

• :;+* pencils are ery attractie and of good "uality as compared to Nataraj. 0nd

they also offer attractie schemes and margins to the retailers so the retailers arekeener on selling :;+* pencils.


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• *ome people straight away refuse to buy Nataraj.

• 0psara is doing e"ually well.

• *ome retailers want more attention from the company. They feel neglected in terms of

regular interaction.

• +any retailers said that *chools hae stated eating their business share as both

'nternational and local schools hae started giing their own stationery items to

children1s so they do not hae to purchase any stationery item for school work but yes

small "uantity of stationery products for homework.

OLD FARIDABAD

• #ere in this area just like N.'.T, ?aridabad there is more inclination towards 0psara

and :oms.

• Detailers are getting good margins in :oms, so they like to sell :oms pencils first.

• 9hile some retailers are still interested in selling Nataraj only as it is trusted brand

both by the retailers and the customers.

• There are complaints regarding "uality of Nataraj pencils that the lead is ery weak.

• 0lso, many of the Nataraj pens like 0ll Dounder that retailers demand are mostly out

of the stock.

$ECTOR1)1719 FARIDABAD

Nataraj is doing well some retailers and people are loyal to the brand Nataraj. They

keep and use Nataraj pencils only.

*ome retailers don1t know much about other brands hence they keep Nataraj and

0psara only.


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:oms has a certain market share in this area but not as much as N.'.T ?aridabad. The

market captured by :oms is comparatiely less.

;ther brands like ?aber Castell, Bilt etc are there but do not offer much competition

as it is highly priced.

0s per retailers there is no need of improements in Nataraj pencils. 't is a well

trusted and highly demanded pencil brand.

6AITPUR

Both 0psara and Nataraj are doing well in this market. But demand for 0psara

$latinum and 0bsolute is slightly higher. ;ther players are not much in demand.

*ome retailers suggest improing the "uality of the Nataraj pencils with more colorful

ariants or cartoon characters.

KALKA6I

This area has more of lower middle class people. Therefore, Nataraj is one of the

highest selling pencils as it offers cost effectie usage but at the same time it doesnot

offer much ariety in design and colors .

0psara is also demanded e"ually.

.


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CHAPTER 7

RECO''ENDATION$

• +ore attractie pencils and packaging are the measures that company can take to gain

preference among kids specially.

• Nataraj should work on the lead "uality of the Nataraj pencils, which many people

find the lead to be weak and rough.

• There are many duplicates of Nataraj pencils. *o, some retailers suggest to keep a

check on duplicacy.

• Company should also increase their engagement with the retailers in ?aridabad as there a

major portion of market share has already been captured by :oms so that retailers feel

more connected with the company.

• Both mothers and kids are not aware about other pencils of Nataraj brand. The company

needs to spend more on adertisement on TKs and internet so as to make people aware

about the products and indirectly persuade them to buy them too.

• There should be more margins for retailers and also many schemes for both retailers and

customers so that retailers are more interested in selling Nataraj $roducts rather than any

other brand.

• Company can also put erasers, scales and sharpners with the packs of the pencils as today

people prefer a complete pack of stationery as :oms is proiding the same.

•Company can proide pencil dispensers and other promotional material to the retailerswhich will indirectly adertise company1s products.


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• Company can gie pouch packaging for Nataraj 8rasers with fragrance and color ariety

and een attractie packs for pencils which can be of $lastic body instead of Cardboard or

cap bo&es. $acks should be such that they can be hanged on displays.


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CHAPTER 9

CONCLU$ION

#industan $encils $t. %td. #as a diersified product portfolio offering all stationery items.

'n -!, #industan $encils continued to lead writing instruments with a alue share of

-E.The Company1s position can be largely attributed to the pan7'ndian presence of its

Nataraj and 0psara brands. The company has maintained its leading category position mainly

thanks to its strong distribution network and the brand loyalty consumers hae towards its

flagship brand Nataraj, which is almost considered synonymous with pencils in 'ndia.

0ccording to the surey conducted , it has found that from past few months Nataraj is losing

its market share due to deteriorating "uality of its pencil as well as less innoation in design

whereas 0psara offers good "uality thus it is one of the most demanded pencil these days.

Detailers prefer to sell :oms as it proides margins, schemes and also good "uality. Thus it is

able to efficiently capture the #industan $encils market share these days.

Nataraj being one of the intage brand can gain a competitie edge oer the new brands by

efficiently working towards its "uality, innoation and focusing more on retailers.


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REFERENCE$

htt:::;indianretailer;c#mma&a'3!?@#lume1+4=n=.n-esti&ati#n=#)=C#nsumer=

3uin&;d)

http://www.indianretailer.com/magazine/2009/february/Maturing-stationery-industry.m25-1-1/http://www.indianretailer.com/magazine/2009/february/Maturing-stationery-industry.m25-1-1/https://globaljournals.org/GJMBR_Volume13/4-An-Investigation-of-Consumer-Buying.pdfhttps://globaljournals.org/GJMBR_Volume13/4-An-Investigation-of-Consumer-Buying.pdfhttps://indiatopresponsibilitybrands.wordpress.com/2014/03/05/environmental-friendly-and-socially-responsible-pencil-brands-wood-in-india/https://indiatopresponsibilitybrands.wordpress.com/2014/03/05/environmental-friendly-and-socially-responsible-pencil-brands-wood-in-india/https://globaljournals.org/GJMBR_Volume13/4-An-Investigation-of-Consumer-Buying.pdfhttps://globaljournals.org/GJMBR_Volume13/4-An-Investigation-of-Consumer-Buying.pdfhttp://www.indianretailer.com/magazine/2009/february/Maturing-stationery-industry.m25-1-1/http://www.indianretailer.com/magazine/2009/february/Maturing-stationery-industry.m25-1-1/https://globaljournals.org/GJMBR_Volume13/4-An-Investigation-of-Consumer-Buying.pdfhttps://globaljournals.org/GJMBR_Volume13/4-An-Investigation-of-Consumer-Buying.pdfhttps://indiatopresponsibilitybrands.wordpress.com/2014/03/05/environmental-friendly-and-socially-responsible-pencil-brands-wood-in-india/https://indiatopresponsibilitybrands.wordpress.com/2014/03/05/environmental-friendly-and-socially-responsible-pencil-brands-wood-in-india/https://globaljournals.org/GJMBR_Volume13/4-An-Investigation-of-Consumer-Buying.pdfhttps://globaljournals.org/GJMBR_Volume13/4-An-Investigation-of-Consumer-Buying.pdf


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APPENDI

APPENDI A

IH8*T';NN0'D8

'o+ers

Name

0ge

;ccupation

BU%ING BEHA*IOUR

. 9here do you approach buying stationery@

a) Nearby retail b) 9holesalec) +alld) *uper markete) ;thers

. #ow often do you buy them and in what "uantities@

!. 9ho buys the stationery items@

4. 9ho decides which product to buy@

PENCIL$

. 9hich $encil do you get for your kids now@a) :oms

b) Natarajc) Classmate

d) 0psarae) ;thers


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. *ince how long you hae been getting it@a) less than yrs

b) 7! yrsc) !75 yrsd) +ore than 5 yrs

!. 9hat do you like about it@a) %ead colour (lightL dark)

b) %ead strengthc) Colour d) Both (a) A (b)

4. 9hat are the things you look for while buying a pencil@a) $rice

b) %ooksc) 0ailability with retailers

d) Iuality (lead strength, lead colour, grip etc)e) ;thers

5. #ae you eer used Nataraj $encil@(a) Mes (b) No77777'f M8*

(a) 9hat do you use L did you use it for homework L schoolworkL drawing@(b) 9hat do you like about it@

a. $rice b. 0ttractie promotional offersc. Better "ualityd. 8asy aailability

'? :;8*N1T 0NM+;D8

9hat do you dislike about it@

a) %ead strength b) %ead colour c) %ooksd) Both (a) A (b)

e) others

. Dank the things based on how important they are when you buy a pencil ( being the most

important and 5 being the least)a) %ead >rade (lightLdark)

b) %ead *trength (*trongLBrittle)c) Color of the pencild) $ricee) >rip

6. 9hat do you like Nataraj do to sere you better@a) +ore ariety in colours and designs


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b) 'mproe Iualityc) Deduce priced) ?ree gifts in packse) 0dertise more

APPENDIB

CHILD

Name

0ge

>ender

*chool

Class

8ducation Board

BU%ING BEHA*IOUR

Gener!, $+!+ionery

. 9hat stationery items do you use@

. 9ho goes to buy the stationery items@

!. 9ho decides which product to buy@

PENCIL$

. 9hich is your faourite pencil@a) :oms

b) Natarajc) ?aber Castelld) 0psarae) others

. 9hat do you like about it@a) %ead colour (lightL dark)

b) %ead strengthc) Colour d) Both (a) A (b)

!. 9hat are the things you look for while buying a pencil@


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a) $rice b) %ooksc) 0ailability with retailersd) Iuality (lead strength, lead colour, grip etc)e) ;thers

4. :o you use different pencil for different purpose7 homeLschoolLe&amLdrawing@

5. #ae you eer used Nataraj $encil@(a) Mes (b) No77777'f M8*

(c) 9hat do you use L did you use it for homework L schoolworkL drawing@(d) 9hat do you like about it@

a) $rice b) 0ttractie promotional offers

c) Better "ualityd) 8asy aailability

'? :;8*N1T 0NM+;D8

9hat do you dislike about it@

a) %ead strength b) %ead colour c) %ooksd) Both (a) A (b)

e) others

. Dank the things based on how important they are when you buy a pencil ( being the most

important and 5 being the least)a) %ead >rade (lightLdark)

b) %ead *trength (*trongLBrittle)c) Color of the pencild) $ricee) >rip

6. 9hat do you like Nataraj do to sere you better@a) +ore ariety in colours and designs

b) 'mproe Iualityc) Deduce priced) ?ree gifts in packse) 0dertise more

APPENDIC

$o- Kee-ers

'ys+ery so--ing s+!+ionery so-


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. 0sk for pencils (don1t mention brands).

a. 'f the shopkeeper asks which brand, tell him to gie any.

b. 'f he offers more than one, ask him which one is better.

c. 0sk the difference between each pencil and the price.

OB$ER*ATION

. 0sk for Nataraj $encilsa) ;bsere how he gies it P pack L loose

b) :oes he ask any other "uestions7 usage writingLdrawingLrough use@c) :oes he ask for the price@d) 0ny other obseration@

INTRODUCTION

a. Name of the outlet b. Name of the shopkeeper

PENCIL$

1. 9hat kind of stationery items do you keep in the store@a) *chool stationery

b) Computer stationeryc) ;ffice stationeryd) *chool and office stationerye) 0ll the aboe

. 0re there any new pencils in the market since the last yrs@a. Mes b. No

'f yes please name them

!. #ow it is different from other pencil

summer internship report 2015 -finalllll 2 formatted.docx

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