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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 $aper stationery which comprises of a ast collection of products
like e&ercise books, note books, stitch, glued A tape pads, refill pads, flap oer pads, subject
books, plastic coer books etc. The huge greeting card market, autograph books, party inites
etc, is also a part of this segment.
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OPPURTUNITIE$ 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
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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
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?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$$
. $encils are now aailable in plastics which are not manufactured by #industan
$encils.
. Deduction of 0dertisements in teleision has gien a reduction in sales.!. ;nline site has no detailed information about the each product.
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THREAT$
. New companies entering in the market.. New arieties of pencils are coming.
OPPURTUNITIE$
. :emands for pencils are increasing eery year because of the increased share of
stationery market.. 8ngineering sector is gaining more importance, where usage of pencils, scales will
increase.
1.< DIRECT CO'PETITOR$
FABER CA$TELL
?ig . ?aber castell
?aber7Castell is one of the world
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the last ten years ?aber7Castell has e&panded its reach across the traditional retail and modern
trade channels with a strong network of oer 5-- distributors sericed through its branches.
?aber7Castell stries for continuous improement in all its processes and aims to proide
defect free products from its "uality certified factories, the first time and eery time. The
products manufactured by ?aber7Castell 'ndia are not just loed by 'ndian consumers but also
appreciated by consumers across the globe. ?aber7Castell 'ndia e&ports its products to oer
4- countries and is directly responsible for sales and marketing for the *00DC nations.
ITC CLA$$'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
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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
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?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
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#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.
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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, $atan in his research paper namely 72Consumer Behaiour towards the
new packaging of ?+C> >oods3 said that 2The importance of packaging design as a ehicle
for communication and branding is growing in competitie markets for packaged ?+C>
products3. 0 focus group methodology was used to understand consumer behaiour toward
such products. The challenge for researchers is to integrate packaging into an effectie
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purchasing decision model, by understanding Consumer1s behaiour towards the packaging
of ?+C> products .9hen consumers search for and process information in7store, the
product
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CHAPTER &
RE$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 $TUD%
0 research study is precise. There is always a scope of refinement in the study in the future. 't
becomes important to critically ealuate the entire study and results. The present study has
certain limitations that should be taken into account when considering the study and its
contributions.
. The scope of project study is limited to alkaji, ?aridabad and Badarpur only.
. 0ailable time for study was limited to make more detailed study.
!. Despondent1s opinion may be bias.
(. The time was a constraint, as the strategy had to be prepared within the short time
period.
). The research was done in the months of +ay and =une, in which the oerall sales of
pencils is usually low due the *ummer #olidays.
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7. 0s the sample si/e was ery low comparatie to the total population, so the inferences
would be indicatie picture of the total market.
&.& RE$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
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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. *$** software can read and write data from other
statistical packages, databases, and spreadsheets. 9hen entering data into the software, one
has to click on 2ariable iew.3 The ariable iew enables the user to customi/e it by data
type and consists of the following headings Name, Type, 9idth, :ecimals, %abel, Kalues,
+issing, Columns, 0lign, and +easures. These headings enable the user to characteri/e the
data.
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CHAPTER(
RE$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.
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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.
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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?
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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
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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
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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
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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 $encils purchased by mothers
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INTERPRETATION2
Table showing number of mothers buying different brands of pencils
0psara 4-
:oms 5
Classmate
Camlin
?aber Castell G
Nataraj
+arel 0engers
Table
Nataraj and apsara are the most preferred pencil due to its strong distribution network and
the brand loyalty consumers hae towards its flagship brand Nataraj, followed by :oms .
R!n@ing gi"en +o +e 3!+ors !33e+ing buying 4eision by +e mo+ers
LEADRADE LEADSTRENTH COLOR PRICE RIP0
20
40
60
80
100
120
RANKING GIVEN BY MOTHERS
5 4 3 2 1
FACTORS
COUNT
?ig. 4.. Danking gien by the mothers
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INTERPRETATION2
Table showing the count of rankings gien to the factors affecting buying decision of the
pencils 0s can be inferred from the aboe, the characteristic that enables the majority of the
consumers while buying a pencil is more inclined towards the %ead *trength and %ead
Colour. The major reason of this preference is that the strength of the lead enables for a
longer use of the pencil (taking into consideration the repetitie sharpening of a pencil that
gradually decreases its use)and the lead colour (preferred to be dark) that makes lesser effort
be put while writing. 't can also be seen that people are price sensitie but at the same time
prefer "uality.
RANKING 1 # & ( )LEADGRADE 56 4 - -
LEAD$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
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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.
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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