A PROJECT REPORT

ON
CONSUMER BUYING BEHAVIOUR OF MAHALAXMI
PEN

SUBMITTED BY:
PAPPU YADAV

In partial fulfillment for the award of the

degree
Bachelor of business administration
(2014- 2017)

DOON BUSINESS SCHOOL; DEHRADUN

SUPERVISED BY-:

PROF. ISHVINDER SINGH AHLUWALIA

Consumer buying behavior of Mahalaxmi pen.

 DECLARATION

I hereby, declare that I have worked on the topic CONSUMER BUYING

BEHAVIOUR OF MAHALAXMI PEN

All the information that has been collected, analyzed and documented for the project is
authentic possession to me.

I would like to categorically mention that the work here has neither been purchased nor
acquired by any other unfair means. The data and information existing in this report are
accurate and update to the current data, to the best of our knowledge.

However, for this purpose of the project, information already compiled in many sources
have been utilized. I extend my sincere thanks to sir ,Nandu Yadav ,marketing manager
at MAHALAXMI COPY AND STATIONARY UDYOG for the support. All
information in this report is true representation of what I have experienced during the
project.

PAPPU YADAV

Consumer buying behavior of Mahalaxmi pen.

Consumer buying behavior of Mahalaxmi pen.
 ACKNOWLEDGEMENT

I would like to take this opportunity to express my sincere gratitude to our respected mentor
for his valuable guidance.

I extend my sincere thanks to , mr, nandu yadav, marketing manager of maha laxmi copy
and stationary udyog and my internal guide Mr. Ishvinder singh ahluwalia for their support
and help in the completion of the project.

I would like to thanks almost everybody at the office for his/her friendliness and helpful
nature.

With sincere thanks

PAPPU YADAV

Consumer buying behavior of Mahalaxmi pen.

 CERTIFICATE OF ORIGINALITY
(To be filled in by the student in his / her handwriting)

I PAPPU YADAV , Enrolment No: G1421291 of( 2014-2017),I am a full-time bona fide

student of BBA Program of Doon Business School, Dehradun. I hereby certify that this

training report / project work carried out by me at MAHA LAXMI COPY AND

STATIONARY UDYOG submitted in partial fulfillment of the requirements of the program

is an original work of mine under the guidance of the industry guide MR NANDU YADAV_

and internal (faculty) guide Proff ISHVINDER SINGH AHLUWALIA and is not based on

or reproduced from any existing work of any other person or on any earlier work undertaken

at any other time or for any other purpose, and has not been submitted anywhere else at any

time.

(Student's Signature)
Date:

(Internal Guides Signature)

Date:

Consumer buying behavior of Mahalaxmi pen.

 ABSTRACT

The researcher underwent a Project study at MAHA LAXNI COPY AND STATIONARY
UDYOG to acquaint himself with the business environment for a period of one and half
month from as a part of the BBA curriculum at the Doon Business School(HNB Garhwal).
The topic for the study is on A study of the consumer buying behavior of maha laxmi pen.
Pen is a product, which is used by each and every person. There are various brands of pen in
the market of different types Price, Color, design, Grip etc. So the pen market is full of
competition where the consumer possesses vast variety of choice to select his brand which
depends on his buying behavior .Of course it is very difficult to describe consumer buying
behavior about pen; even though I have tried to find how the consumer purchases a particular
brand? How much he searches for his brand? What factors influence to buys the preferred
brand? What are the different perceptive of retailers on pen?
The technique of data collection is through questionnaire as it is less complex and easy Two
methods (i.e.) Graphical method ,percentage are used as tools /techniques of analysis.

Consumer buying behavior of Mahalaxmi pen.

CONTENTS
CHAPTER PARTICULARS PAGE
NO
CHAPTER 1 INTRODUCTION 1
1 Background 2
1.2 Scope Of The Study 3
1.3 Statement Of The Problem 3
1.4 Objective 3
1.5 Limitations Of The Study 4
CHAPTER 2 INDUSTRY & COMPANY PROFILE 5
2.1 Industry Profile 6
6
2.1.1 Profile of Pen industry In Nepal

2.1.2 Global Writing Instrument Industry 8

2.1.3 Market and Market Information 8
2.1.4 Regulatory Requirements 9
2.1.5 Changing Consumer Behavior 9
2.2 Company Profile 11
2.2.1 Introduction to the Company 11
2.2.2 History 11
2.2.3 Product Mix 15
2.2.4 Vision of the Company 25
2.2.5 Mission of the Company 25
2.2.6 Maha laxmi Core Values 25
CHAPTER 3 REVIEW OF LITERATURE 30
3.1 Consumer Buying Behavior 31
3.2 Stages of the Consumer Buying Process 31
3.3 Types of Consumer Buying Behaviors 32
3.4 Categories that Affect Consumer Buying Decision 33
Process
CHAPTER 4 RESEARCH METHODOLOGY 37
4.1 Research Methodology 38
4.2 Research Design 38
Consumer buying behavior of Mahalaxmi pen.
 4.3 Statistical Tools Used 39
CHAPTER 5 DATA ANALYSIS AND INTERPRETATION 40
5.1 Consumer Buying Behavior Questionnaire Analysis 42
5.2 Retailers Questionnaire Analysis 59
CHAPTER 6 FINDINGS &SUGGESTIONS 75
6.1 Findings 76
6.2 Suggestions 77
CHAPTER 7 CONCLUSION 79
BIBILOGRAPHY 80
APPENDIX 81

Consumer buying behavior of Mahalaxmi pen.

 CHAPTER 1 - INTRODUCTION

Consumer buying behavior of Mahalaxmi pen.

INTRODUCTION

1.1 BACKGROUND

The ultimate objective of all production is consumption for the satisfaction of varied needs of
man. A free market economy provides freedom to the consumers to buy and consume goods
of their choice. Buying preferences of the consumers send signals to the producers to produce
various commodities in required quantities. Producers, therefore, produces only those
commodities which are desired by the consumers. Consumer behavior is related to likes and
dislikes and expectations of the consumers. Consumer behavior has changed in recent years
owing to enhanced awareness, information technology and more importantly governmental

Consumer buying behavior of Mahalaxmi pen.

intervention through legislations. Thus, the manufacturers are more cautious in dealing with
consumers of their respective products.
In recent years, the lifestyle of a large number of consumers in Neapl has changed
dramatically and the process of change is on. The buying behavior of the consumers is
influenced by several factors such as socio-economic conditions, cultural environment,
literacy level, occupation, geographical location, efforts on the part of sellers, exposure to
media etc. Consumer behavior in the market is perplexing because of a singular lack of
consistency in groups which are homogeneous in parameters of demographics-Age,
occupation, education and income.
The study of consumer behavior implies how & why a particular consumer reacts to the
decisions of producers. It is the study of how individual make decision to spend their
available resources (time, money, effort) on consumption related items. It includes the study
of why they buy it, when they buy it, where they buy it, how often they buy it & how often
they use it.
This study focused on understanding the consumer buying behavior of pens at retail outlets.
It also focused on the issue that whether the marketing strategies are properly implemented or
not. The study would be beneficial for the maha laxmi company to formulate the strategy for
future.

Consumer buying behavior of Mahalaxmi pen.

DEFINITION
Consumer Buying Behaviour:

The collective actions, including the searching, evaluation, selection, purchasing, consuming,
disposing of products, taken by consumers in determining which goods and services hold the
most value for meeting their wants and needs. Marketers study consumer buying behaviour to
determine the influence of psychological, sociological, demographical, and cultural factors
have on buying decisions.

1.2 SCOPE OF THE STUDY

1 This study helps to know about the consumer buying behaviour and its influencing
factors

2 This study will help the company to know about the consumer buying behaviour
pattern of their products

3 This study will help the company to identify the right marketing mix for the products

4 This study helps the company to improve their strategic formulation and decision
making process

1.3 STATEMENT OF THE PROBLEM

To study the consumer buying behaviour and retailers perceptive of maha laxmi pen with its
competitors
1.4 OBJECTIVES OF THE STUDY

To know about the Mahalaxmi industry.

To study purchases and consumption pattern of pens by the consumers.

Consumer buying behavior of Mahalaxmi pen.

 To know which factors mostly influences the consumer to buy stationary .
To know which price range of pens are mostly preferred by the people.

To study the impact advertisement on consumers

To know the effectiveness of In-shop advertisement retail outlet
To help the company marketing managers to design an effective marketing mix for its
target customers.
1.5 LIMITATIONS OF THE STUDY:

A research study is never perfect. There is always some scope of improvement in the study in
the future. Thus, it becomes important to critically evaluate the results and the whole study.
The present study has certain limitations that need to be taken into account when considering
the study and its contributions:

1 There a number of a factor, which affects consumers perception about pens and is not
possible to take all of them into account. Thus, this study is limited to variable under
consideration.

2 The research is based on the responses given by the respondents, which may or may
not be based.

3 The results shown are relative in nature and are not absolute. In other words, it is the
perception of an average customer.

4 The research study was conducted within the limited duration of time. So a detailed
and comprehensive study could not be made

Consumer buying behavior of Mahalaxmi pen.

 CHAPTER 2 - INDUSTRY &
COMPANY PROFILE

Consumer buying behavior of Mahalaxmi pen.

2.1 INDUSTRY PROFILE

2.1.1 PROFILE OF PEN INDUSTRY IN NEPAL

There has been a need to document through the use of writing instrument since the dawn of
mankind. Pen and pencils continue to be the staples of everyday life and indispensable items
for everyday use. Writing instruments continue to play integral part in the life of particularly
every business, school and household. The advent of computers and related technology has
yet to make writing industry and instruments slow placed and obsolete. In fact the writing
instrument embraces the evolution of technology by incorporating it into new products and
using it to enhance business aspects and client services.
Nepal is the only country after China and India to have fully fledged writing instruments
industry built purely on the platform of its own domestic market demand. The size of the
writing instrument industry in Nepal is estimated about Rs.180 Crores of which organized
player account for 80% of the market share and the unorganized player for the rest. The
industry grew by about 15% in 2004-05 and by 13.5% in 2005-06, largely driven by the
Consumer buying behavior of Mahalaxmi pen.
growth of organized sector, indicating that consumer are responding favorably to quality and
branding. It is expected that promotion, easy availability and affordability, branded off make
will accelerate and helped the organized sector eat into unorganized presence.
The Nepal writing instruments market today is still on the path of discovering new niches
with ergonomic designed products, promotional marketing items and luxury items but in the
coming years it is bound to grow tremendously not only domestically but also in its exports
emerging as world leaders in Writing Instruments.
Nepals writing instrument industry is reserved for the small sector with a statutory limit on
the maximum investment in plant and machinery at Rs 20 crores. As a result critical pen
component like refills are manufactured in house, while all non-critical components are
outsourced.
Type % user share
Students 55-60
Commercial
30-25
Multi-level 15-10

Most Neplease companies cater to the Value for Money (i.e. high volume low value
strategy) while international player caters to premiums segment operating through exclusive
distributers. Globally writing instruments industry is estimated at Rs 50000 crores (p.a).
China controls approximately 10% of the global markets while the Nepal share had so far
been mini scale. But given the superior quality perception that Made in Nepal pens have
over the Chinese; the buying preference of major retailers has been shifting to Neplease
products and brands.
There are over 25 brands In Nepals organized and unorganized sectors. With economic
liberalization many premium international brands entered Nepal either independently or in
collaboration with Nepal manufacturers and distributors. These includes Reynolds, Parker,
Cross, Mont Blanc, Cartier, Pierre Cardin and other designer pens from Episode, Frazer and

Consumer buying behavior of Mahalaxmi pen.

Haws, Christian Dior and waterman. Over the years, the market share flowed from the
unbranded to the branded sector. The market is segmented according to the following target
audience:
Students(many of whom depend only on pencils and ball point pens)

Frequent users(in offices across commercial and public establishments)

Occasional users(housewives and literate manual workers)

While Nepals literacy rate is a not so high 45%, all literates occasionally use ball or fountain
pens. While pen demand among the employed is relatively stagnant, demand among students
is experiencing a healthy growth as this segment is more brands conscious.
The writing instrument market is dominated by ball point pens accounting for 70% of Nepals
total pen demand, followed by gel pens at 20% and fountain pens at 4%. 85% of users use
blue, black and red ink.

Category

Table 2.1 Category Break up of Pen User

The above information regarding the writing instrument industry has been obtained from the
public sources like: Business line, Economic Times, Financial Express, some companies
catalog are used along with internet support.
2.1.2 GLOBAL WRITING INSTRUMENT INDUSTRY

Globally, writing instrument industry is rising at a healthy rate despite growing

computerization. The global writing instrument industry is estimated at Rs 65000 crores. (p.a)
where USA markets grew by 5% last year (2005-06) and is expected to grow by the same

Consumer buying behavior of Mahalaxmi pen.

proportionate at this time too. China controls approximately 10% of the global market, due to
its manufacturing process. Nepal is becoming most preferred manufacturing destination after
china and india. Neplease product quality is among best in the world, Compared to china and
mass market products. Nepal market is growing healthily at 15 to 20% and is expected to
grow with same rate for upcoming 2 to3 years , where the organize sector now controls 70%
market share in 2015 as compared to 54% up to 2000.

2.1.3 MARKET AND MARKET INFORMATION (IN DETAILS)

The worldwide market size for writing industry is Rs 100000 Crores (p.a),where
USAs market alone is $4.68 Billion Dollars (App Rs 21000 Crores).

China exports of pens are over Rs 5000 Crores (p.a).

Nepal exports of pens are over Rs 75Crores (p.a).

The annual turnover of the industry in Nepal is now estimated at Rs300 Crores per
annum and is expected to increase at an annual growth rate by 15-20% per annum.

About 80% of Nepals pen industry revenue comes from pens with a price range of up
to Rs. 15.

A small percentage of pens are priced in the range of Rs. 100-300.

The market for lower price range pens (up to Rs.15) is growing at 7-8% annually; the
mid-range pen market is growing faster at 8-10%.

Nepal is viewed as a quality supplier, where as china as a cheaper and lower quality
products supplier.

Germany, Japan, Taiwan & Korea were hubs for the writing instrument industry, but
due to cast factor manufactured have started shifting to China, Nepal and India.

Consumer buying behavior of Mahalaxmi pen.

 Previously Switzerland was the manufacturing center for ball point tips, but now
Nepal is emerging as a major Tip manufacturer satisfying not only Domestic demand
but Global demand also.

2.1.4 REGULATORY REQUIREMENTS

In Nepal as per law, the manufacturing of writing instruments is reserved or falls under the
category of SSI (Small Scale Industry Sector). Thus there is ceiling on investment in plant
and machinery manufacturing process, excluding mould making as it is highly capital
intensive pert of manufacturing. Of course any EOU (Export Oriented Unit) does not fall
under this purview of SSI.

2.1.5 CHANGING CONSUMER BEHAVIOUR

The purchase of a single pen used to be a considered decision until not too long ago. Today,
most consumers buy multiple pens in a single purchase. Because the consumer would go out
specifically to buy a pen earlier, today most buy along with a number of other things as part
of their monthly provisions. Earlier there was one pen to write, now interestingly even as
communication getting increasing psychological, there is different pen, ink, size of different
moods, needs and situation.
Gone are the days where pen were just considered as merely an item of writing. But now it is
a quasi-fashion statement something thats aligns with your personality, of course still the pen
purchase decision is considered as low involvement decision.

Consumer buying behavior of Mahalaxmi pen.

 Market Break-up

28% Gel pens

Ball pens

72%

Chart 2.1: Ball and Gel pen-Market Break-up (value)

Market share

20%
Un organised
Organised

80%

Chart 2.2: Market share of pen industry

Consumer buying behavior of Mahalaxmi pen.

2.2 COMPANY PROFILE

2.2.1 INTRODUCTION TO THE COMPANY

Maha Laxmi is one of Nepal's foremost private sector companies with a market capitalisation
of nearly 5 crores . Maha Lxmi is rated among the nepals one of the best companies that is
leading from the front in the pen industry and the Nepals Most Reputable Companies by
magazine, among Nepal's Most Respected Companies among Nepal's Most Valuable
Companies by Business Today. Maha Laxmi ranks among Nepal's `10 Most Valuable
(Company) Brands', in a study conducted by Kathmandu post.

2.2.2 HISTORY OF MAHA LAXMI

The group by virtue of its strong business acumen entered into backward integration by the
inception of Maha laxmi copy and stationary udyog in 2004. With that started a journey
which saw a humble beginning and within 12 years Maha laxmi copy and stationary udyog
has crossed various milestones vis-a-vis exceptional performance , quality consciousness ,
commitment orientation & competitive pricing at printing & packaging solutions especially
in mono cartons, paper printing, corrugation, aluminum foil (blister foil), aluminum
collapsible tube & corporate & school stationery for our esteemed clients , thereby making us
a one stop solution for all printing & packaging needs with an annual turnover of 1crore &
aspiring for 5 by 2012-13. Our printing services are renowned across the country for being
reliable, qualitative and timely. We offer offset printing services, poster printing services,
brochure printing services, calendar printing, multi color printing, invitation printing cards
and screen printing services. The optimistic attitude and hard work of our mentors has
inspired us all to perform our best.

In our endeavors to provide superior quality printing services to our clients, we invest in the
latest printing machines and allied machinery that helps us in delivering flawless quality of
printing at the most competitive prices. Moreover, the commitment of our team has inspired
us to make the company reach new heights of success. The client centric approaches have
enabled us to be a favored choice of our clients based across the East Europe, Middle East
countries and Africa.

Our Product Folio

We are leading manufacturer of wide range of products which includes stationery and
aluminium products. We also offer services like printing and packaging.
Consumer buying behavior of Mahalaxmi pen.
 Stationery Paper based stationery Products.

Packaging - Mono Cartons and Corrugated Cartons.

Publishing- Publication & Commercial

Aluminium - Aluminium Foils (Blister/Strip)

Corrugation Corrugated boxes and allied corrugation packaging needs.

OUR MISSION
We believe in creating loyal customers and stakeholders by providing a superior experience
at a great value. We have a strong penchant to deliver the best and sustainable stakeholder
value by enhancing the wealth generating capabilities of the organization in today's
competitive global environment. We are determined to provide the best products and services
based on standard-based technology and out - performing the competition with value and a
superior customer experience.

OUR VISION
We have a passion for winning in whatever we do. We aspire to position Mansa as one of the
top ranking global corporation for all the packaging needs, which is done under one platform.
We are thereby committed to operational excellence, superior customer experience, leading
in the global markets we serve, being known as a great company and great place to work, and
create growing value for the Indian Economy and the co-stakeholders over time.

STATIONERY UNIT

Our company is one of the leading manufacturers of vast range of Stationery products like
notepads, notebooks, excise books, executive premium stationery. These stationery

Consumer buying behavior of Mahalaxmi pen.

 products are available in different sizes and colors and are very attractive to look at. The
design of the products is available in spiral, simple and wiro. Quality of the products is high
and is available in competitive prices.

QUALITY POLICY

Dedicated to provide quality products to satisfy the customer requirements with cost
effectiveness and continual improvement in Quality Management Systems.

QUALITY CONTROL

While, all our products are made to international specifications and standards, we conduct
extensive tests right from the raw materials to finished products, so as to offer the best quality
products to our clients. Our Quality system includes in-process control, post-production, pre-
dispatch verification & certification. We have an advanced testing lab fully equipped with
testing instruments directly sourced from globally renowned manufacturers. The quality
controllers at our premises are well aware of variegated requirements of the industry and
enable us to meet the same through a strict vigil in the production and post production stages.
In order to maintain quality in our range, they ensure the following:

Sourcing of raw material from reliable partners across

the country

Ensuring the effectiveness of the machines installed in

the manufacturing unit

Quality checking of the raw material as well as the final

range

Proper packaging of the range

OUR CLIENTS

Consumer buying behavior of Mahalaxmi pen.

We count the milestones of our journey with the number of satisfied clients we have. All our
customers are equally valuable for us. We impart services beyond their satisfaction level
because their smile is our reward. We have always endeavoured to bring the confusion of our
customers to smile by giving solution & probably that is the ground for an ample range of
clientele across the country. Our valuable customers include the top Indian Pharma
companies besides the other ones.

CHAPTER -3
REVIEW OF LITERATURE

Consumer buying behavior of Mahalaxmi pen.

3.1Consumer Buying Behaviour

Definition of Buying Behaviour:

Buying Behaviour is the decision processes and acts of people involved in buying and using
products.
Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. A firm
needs to analyze buying behaviour for:

Buyers reactions to a firms marketing strategy has a great impact on the firms
success.

Consumer buying behavior of Mahalaxmi pen.

 The marketing concept stresses that a firm should create a Marketing Mix (MM) that
satisfies (gives utility to) customers, therefore need to analyze the what, where, when
and how consumers buy.

Marketers can better predict how consumers will respond to marketing strategies.

3.2 Stages of the Consumer Buying Process

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual
purchasing is only one stage of the process. Not all decision processes lead to a purchase. All
consumer decisions do not always include all 6 stages, determined by the degree of
complexity

The 6 stages are:

1 Problem Recognition (awareness of need)--difference between the desired state

and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger
stimulates your need to eat..

2 Information search--

o Internal search, memory.

o External search if you need more information. Friends and relatives (word
of mouth). Marketer dominated sources; comparison shopping; public
sources etc.

A successful information search leaves a buyer with possible alternatives, the evoked
set.

3 Evaluation of Alternatives--need to establish criteria for evaluation, features the

buyer wants or does not want. Rank/weight alternatives or resume search..

Consumer buying behavior of Mahalaxmi pen.

 Information from different sources may be treated differently. Marketers try to
influence by "framing" alternatives.

4 Purchase decision--Choose buying alternative, includes product, package, store,

method of purchase etc.

5 Purchase--May differ from decision, time lapse between 4 & 5, product

availability.

6 Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive

Dissonance, have you made the right decision. This can be reduced by warranties,
after sales communication etc.

3.3 Types of Consumer Buying Behaviours

Types of consumer buying behaviour are determined by:

Level of Involvement in purchase decision. Importance and intensity of interest in a

product in a particular situation.

Buyers level of involvement determines why he/she is motivated to seek information

about a certain products and brands but virtually ignores others.

High involvement purchases--Honda Motorbike, high priced goods, products visible to

others, and the higher the risk the higher the involvement. Types of risk:

Personal risk

Social risk

Economic risk

The four type of consumer buying behaviour are:

Consumer buying behavior of Mahalaxmi pen.

 Routine Response/Programmed Behaviour--buying low involvement frequently
purchased low cost items; need very little search and decision effort; purchased
almost automatically. Examples include soft drinks, snack foods, milk etc.

Limited Decision Making--buying product occasionally. When you need to obtain

information about unfamiliar brand in a familiar product category, perhaps. Requires a
moderate amount of time for information gathering. Examples include Clothes--know
product class but not the brand.

Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or

infrequently bought products. High degree of economic/performance/psychological
risk. Examples include cars, homes, computers, education. Spend a lot of time seeking
information and deciding.

Impulse buying, no conscious planning.

3.4 Categories that Affect the Consumer Buying Decision Process

A consumer, making a purchase decision will be affected by the following three factors:

1 Personal

2 Psychological

3 Social

Personal
Unique to a particular person.Demographic Factors. Sex, Race, Age etc.Who in the family is
responsible for the decision making. Young people purchase things for different reasons than
older people.

Psychological factors

Psychological factors include:

Consumer buying behavior of Mahalaxmi pen.
 Motives--A motive is an internal energizing force that orients a person's activities
toward satisfying a need or achieving a goal. Actions are effected by a set of motives,
not just one. If marketers can identify motives then they can better develop a
marketing mix.
Physiological

o Safety

o Love and Belonging

o Esteem

o Self-Actualization

Need to determine what level of the hierarchy the consumers are at to determine what
motivates their purchases.

Perception- Perception is the process of selecting, organizing and interpreting

information inputs to produce meaning. Information inputs are the sensations received
through sight, taste, hearing, smell and touch.

Ability and Knowledge-Need to understand individuals capacity to learn. Learning,

changes in a person's behaviour caused by information and experience. Therefore to
change consumers' behaviour about your product, need to give them new information
about the product...free sample etc.

Attitudes-Knowledge and positive and negative feelings about an object or activity-

maybe tangible or intangible, living or non- living...Attitudes and attitude change are
influenced by consumers personality and lifestyle. Consumers screen information that
conflicts with their attitudes. Distort information to make it consistent and selectively
retain information that reinforces our attitudes. There is a difference between attitude
and intention to buy (ability to buy).

Consumer buying behavior of Mahalaxmi pen.

 Personality-all the internal traits and behaviours that make a person unique,
uniqueness arrives from a person's heredity and personal experience Traits effect the
way people behave. Marketers try to match the store image to the perceived image of
their customers. There is a weak association between personality and Buying
Behaviour, this may be due to unreliable measures. Nike ads. Consumers buy
products that are consistent with their self-concept.

Lifestyles-Lifestyles are the consistent patterns people follow in their lives.

Social Factors
Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family,
reference groups, social class and culture.

Opinion leaders-Spokespeople etc. Marketers try to attract opinion leaders...they

actually use (pay) spokespeople to market their products. Michael Jordon (Nike,
McDonalds, Gatorade etc.)

Roles and Family Influences-Role...things you should do based on the expectations

of you from your position within a group.
People have many roles.
Husband, father, employer/ee. Individuals role are continuing to change therefore
marketers must continue to update information.

Reference Groups-Individual identifies with the group to the extent that he takes on
many of the values, attitudes or behaviours of the group members.Families, friends,
sororities, civic and professional organizations.Any group that has a positive or
negative influence on a persons attitude and behaviour.The degree to which a
reference group will affect a purchase decision depends on an individuals
susceptibility to reference group influence and the strength of his/her involvement
with the group.

Consumer buying behavior of Mahalaxmi pen.

 Social Class-An open group of individuals who have similar social rank. US is not a
classless society. US criteria; occupation, education, income, wealth, race, ethnic
groups and possessions. Social class determines to some extent, the types, quality,
quantity of products that a person buys or uses. Lower class people tend to stay close
to home when shopping, do not engage in much prepurchase information gathering.
Stores project definite class images.Family, reference groups and social classes are all
social influences on consumer behaviour. All operate within a larger culture.

Culture and Sub-culture-Culture refers to the set of values, ideas, and attitudes that
are accepted by a homogenous group of people and transmitted to the next
generation.Culture also determines what is acceptable with product advertising.
Culture determines what people wear, eat, reside and travel. Cultural values in the US
are good health, education, individualism and freedom. In american culture time
scarcity is a growing problem. IE change in meals. Big impact on international
marketing.Different society, different levels of needs, different cultural values.

Culture can be divided into subcultures:

o geographic regions

o human characteristics such as age and ethnic background.

Culture effects what people buy, how they buy and when they buy.

Consumer buying behavior of Mahalaxmi pen.

 CHAPTER 4

RESEARCH METHODOLOGY

RESEARCH
Research is a process in which the researcher wishes to find out the end result for a
given problem and thus the solution helps in future course of action. The research has been

Consumer buying behavior of Mahalaxmi pen.

defined as A careful investigation or enquiry especially through search for new fact in any
branch of knowledge.

4.1 RESEARCH METHODOLOGY

The procedure using, which researchers go about their work of describing, explaining
and predicting phenomena, is called Methodology. Methods compromise the procedures used
for generating, collecting, and evaluating data. Methods are the ways of obtaining
information useful for assessing explanation.

4.2 RESEARCH DESIGN

Research design is the specification of the method and procedure for
acquiring the information needed to solve the problem.

Degree of research question: Exploratory study is done for the study of consumer
buying behaviour
Time Dimension: The study was done using Cross Sectional method(As the Study is
done only once in the pre specified period of 8 weeks, longitudinal study was not
possible).

Research Instrument: Questionnaire is the research instrument used here.The researcher

has effectively used both open ended and close ended questions

Method of Data Collection

The data has been collected in two ways.

Primary Data: Primary data are those, which are collected for the first time, and they
are original in character. A suitable combination of Questionnaire techniques, &
discussion with the respondents was used to collect the required primary data.
Primary data gives higher accuracy and facts, which is very helpful for any research
and its findings.The researcher has collected primary data from questionnaire (i.e.)
personal interview.

Consumer buying behavior of Mahalaxmi pen.

 Secondary Data: - The secondary data are those, which are already collected by
someone for some purpose and are available for the present study. Secondary data was
collected from the magazines, websites, and other such sources.
Sampled Population
A population is a group of individuals, object or items from which samples are taken for
measurement. All items in any field of enquiry constitute the universe. Here population
refers to the number of consumers and retailers who are using and selling various pens.
The sample population includes people from various categories like Business Person,
Service Person, Student, Housewife's Etc.
Sampling Area

Is the place where the sample is drowned. Here the researchers take samples from various
parts of Kottayam districts in Kerala

Sample Size

The number of sampling unit selected from the Population is called the size of the sample.
The sample size selected was 100 for consumers survey and 50 for retailers survey
Sampling technique

Here the researcher uses probability sampling method.ie simple random sampling is used as
the sampling technique.

4.3 STATISTICAL TOOLS USED

PERCENTAGE METHOD
In this project percentage method test and used. The following are the formula

Percentage of Respondent = No. of Respondent x 100

Total no. of Respondent

Consumer buying behavior of Mahalaxmi pen.

 CHAPTER- 5
DATA ANALYSIS AND
INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

Consumer buying behavior of Mahalaxmi pen.
 The Analysis of data involves identifying the relations of quantified information to the
research problem in hand. Here percentage analysis is the tool for analyzing the data and
establishing a relationship between the information gathered and the research problem.

Consumer buying behavior of Mahalaxmi pen.

INTERPRETATION
The process of drawing inferences from the analyzed data in a research process is called as
interpretation. It refers to the technique of drawing inference from the collected facts and
explaining the significance of those inferences after an analytical and experimental study. It is
a search for broader and more abstract means of the research findings. 5.1 CONSUMER

BUYING BEHAVIOUR QUESTIONNAIRE ANALYSIS

SAMPLE SIZE DETAILS:

Sample Population: Business Person, Service Person, Student, Housewife's Etc.

Sample Size: 100 Consumers
Age Group:

Sl.
No. Age Group Number
1 15-20 52
2 20-25 31
3 25-35 9
4 35-50 5
5 Above 50 3

Source: - Field survey

Table 5.1.1 Age group

Consumer buying behavior of Mahalaxmi pen.

 35-50 ; 5% Above 50; 3%
25-35 ; 9%
15-20 ; 52%
20-25 ; 31%

Chart 5.1.1 Age group

Occupation:

Sl.
No. Category Number
1 Student 76
2 Business Person 12
3 Regular Employee 8
4 Others 4

Source: - Field survey

Table 5.1.2 Occupation details

Consumer buying behavior of Mahalaxmi pen.

 Others; 4%
Regular Employee; 8%
Business Person; 12%

Student ; 76%

Chart 5.1.2 Occupation details

Q 1). Which type of Pen do you currently use?

Sl. No.
Category Number
1
Ball Pen 84
2
Gel Pen 12
3 Ink Pen 2
4 Premium pen 2

Source: - Field survey

Table 5.1.3 Types of pen using by consumer

Consumer buying behavior of Mahalaxmi pen.

 Ink Pen ; 2% Premium pen; 2%
Gel Pen; 12%

Ball Pen ; 84%

Chart 5.1.3 Type of pen using by consumer

Findings: - Almost 84% of the respondents say that they use Ball Pen. And the next best
usage is of Gel Pen by 12%, Ink & Premium Pen are least preferred by the consumers in
the modern or present market condition
Inference: - Majority of the consumers prefers and uses Ball Pen than any other type of
pens

Q 2). Which Brand Of Ball Pen do prefer to write?

Purpose: - Main purpose behind this question is to know the most preferred brand in the
current market situation

Sl. No. Brands Number

1 mahalaxmi 9
2 Reynolds 12
3 Cello 46
4 Lexi 25
5 Linc 3
6 Italia 2
7 Others 3

Source: - Field survey

Table 5.1.4 Most preferred brands

Consumer buying behavior of Mahalaxmi pen.

 Italia; 2% Others; 3%
Linc; 3% Classmate; 9%
Lexi; 25% Reynolds; 12%

Cello; 46%

Chart 5.1.4 Most preferred brands

Findings: - From the above chart it has been analysed that majority of the consumers
(i.e.) 46% of them prefer Cello as a brand to be used which is followed by Reynolds
&Lexi by 12% & 25% responses whereas mahalaxmi pen are used by 9% only.

Inference:- Cello is the most preferred brand among consumers than its competitors

Q 3). What is the price range in which you generally used to buy a pen?

Sl.
Price Range Number
No.
1 Below RS 5 20
2 Beteen RS 5 -Rs 10 60
3 Between RS 10-Rs15 12
4 Between RS 15-Rs20 5
5 Avove 20 3
Source: - Field survey
Table 5.1.5 Most selling price range of pens

Consumer buying behavior of Mahalaxmi pen.

 Avove 20; 3%
Between RS 15-Rs20; 5%
Below RS 5; 20%
Between RS 10-Rs15; 12%

Beteen RS 5 -Rs 10; 60%

Chart 5.1.5 Most selling price range of pens

Findings: - It can be analyzed from the above graph that out of the total responses 60%
prefer pen in Rs 15 20 price range. Whereas the next most preferred price range is Below
Rs 5. The high price range ranging from Rs 15 20 & above that is least prefer by the
consumers.
Inference:- Consumer mostly favors and prefer their pen (either Ball or Gel) in the price
range of Rs 5-10
Q 4).From where do you prefer to buy pen?

Sl. No. Type Number

1 Stationary shops 81
2 Super market 8
3 Shopping malls 9
4 Others 2
Source: - Field survey
Table 5.1.6 Places of purchase

Consumer buying behavior of Mahalaxmi pen.

 Chart Title
Shopping malls; 9% Others; 2%
Super market; 8%

Stationary shops ; 81%

Chart 5.1.6 Places of purchase

Findings: - It can be analysed from the above graph that out of the total responses, 81%
prefer stationary shops as their place of purchase

Inference: - Consumer mostly prefers to buy their pen from stationary shops.

Q 5). Which Characteristics of Pen Influence your Buying Decision?

Sl. No. Characteristic Number

1 Smoothly writing 68
2 Grip 10
3 Price 8
4 Long-Life 6
5 Brand Name 8
Source: - Field survey

Table 5.1.7 Factors influencing buying decision

Consumer buying behavior of Mahalaxmi pen.

 Brand Name ; 8%
Long-Life; 6%
Price; 8%
Grip; 10%
Smoothly writing; 68%

Chart5.1.7 Factors influencing buying decision

Findings: - From the above graph that it can be identified that 68% of consumers buying
decisions are influenced by smoothly writing. The grip and brand name of pen have 10% and
8% influence on buying decision.
Inference: - Majority of consumers buying decisions are influenced by smoothly writing

Consumer buying behavior of Mahalaxmi pen.

 CHAPTER 6 FINDINGS &
SUGGESTIONS

Consumer buying behavior of Mahalaxmi pen.

6.1 FINDINGS
Amongst different types of Pen, Ball pen is preferred by most of the consumers

Cello Brand enjoys the market leader position and it is also preferred by the majority
of the consumers for writing among the different brands of Pen available in the
market.

Among the various price of pens available in the market, between Rs 5-10 price level
is the most popular level.

Most of the consumers are prefer to buy pen from stationary shops.

Smooth writing is the most influencing pen characteristic in the consumer buying
process of pen

TV advertisement is the most influencing media for customers to buy pen.

Though the effect of In-shop advertisement towards customer is minimum, among the
various mediums pen stands influences the most.

Friends are most influencing category of people in consumer buying decision of pen.

Though there is no strong brand loyalty towards any brands, high quality can make
brand loyal customers.

Most of the customers buy more than 10 pen in a year on an average basis

Customers are less inclined to refill their pen because the pen cost is negligibly small

Among the surveyed customers only 39% has used mahalaxmi pens.

Maximum sale of pen happens during the school opening time.

High margin is the main pushing factor for retailers to sell more products

Most of the retailers replenish their stocks once in two weeks

Consumer buying behavior of Mahalaxmi pen.

 Among the surveyed retailers only 24% have classmate pen in their store

In retailers opinion by improving the availability of mahalaxmi pen, the sales can be
improved.

6.2. SUGGESTIONS
The Suggestions given are based on the consumer and retailer survey and its analysis and
studying the Companies Own Marketing Mix at maha laxmi copy and stationary and as per
my knowledge regarding the concerned subject.

Cello Company is regarded as No 1 market leader due to its product verities mainly in
the Price range ranging from Rs 5 20 .In this Low Price Segment where majority of
consumers prefer to buy their pen. At the same price range Mahalaxmi have very less
products which can satisfy consumer need. So hereby I suggest that Mahalaxmi
should Come up with more products in Effective Price range Of Rs5 20, targeted to
different consumer segments.

The practice of Use and Throw is more visible in consumers, so mahalaxmi should
bring some models in below 5 Rs price level.
Company should strongly take care of availability of pens at rural retail outlets.
As Mahalaxmi is relatively new to the market consumers are not that much aware
about the product, so company should focus more on promotional activities

Consumer buying behavior of Mahalaxmi pen.

 Compare to other brands Mahalaxmi have limited or minimum In-shop advertisement
objects, by increasing this brand awareness can be improved.
From the survey it is clear that different variable/features influence buying decision of
consumer in different segments. Thus Company should not have a common
Positioning for all Target Markets. The companies should try to focus on a target
group by focusing on various characteristics that affect their buying decision

Thus if the Company uses all the above mentioned features for specific target market
and makes the product, fixes the Price and positioned properly and effectively than it
can definitely outperform it competitors in Different Segments.

Consumer buying behavior of Mahalaxmi pen.

Consumer buying behavior of Mahalaxmi pen.
 CHAPTER 7
CONCLUSIONCONCLUSION

The project entitled A Study of the Consumer Buying Behaviour of Mahalaxmi Pen
has helped in studying the various aspects of consumer behaviour especially towards pens.
The study also helped in understanding and analyzing customer satisfaction about services
and products offered to customers. Every player in the pen industry is trying to cover more
market share than the other. So the company must be more alert providing high quality
service and awareness to customers.
The researcher hope the company will find his findings relevant and sincerely hope it
uses his suggestions enlisted, which he hopes will take them miles ahead of competition. In
short, the researcher would like to say that the very act of the concerned management at
Mahalaxmi copy and stationary udyog in giving him the job of critically examining consumer
buying behaviour towards pen of the company.

Consumer buying behavior of Mahalaxmi pen.

 APPENDIX

Consumer buying behavior of Mahalaxmi pen.

Consumer Buying Behaviour Questionnaire
Name -----------------------------
Age Group:
(a ) 15-20 [ ] (b)20-25 [ ] (c) 25-35 [ ]
(d) 35-50 [ ] (e) Above 50 [ ]
Place______________________
Occupation:
Student [ ] Business Person [ ]
Regular Employee [ ] Others [ ] _____________
Q 1). Which type of Pen do you currently use?
a) Ball Pen [ ] b) Gel Pen [ ]
c) Ink Pen [ ] d) Premium pen [ ]
Q 2). Which Brand Of Ball Pen do prefer to write?
a) Classmate[ ] b) Reynolds [ ] c) Cello[ ]
d) Lexi[ ] e) Linc [ ] f) Italia [ ]
g) others____________
Q 3). What is the price range in which you generally used to buy a pen?
( a) Below Rs 5 [ ] (b) Between Rs 5-Rs 10 [ ]
(c) Between Rs 10-R0s 15 [ ] (d) Between Rs 15-Rs 20 [ ]
(d) Above 20[ ]
Q 4).From where do you prefer to buy pen?
(a) Stationary shops [ ] (b) Super market [ ]
(c) Shopping malls [ ] (d) Others____________
Q 5). Which Characteristics of Pen Influence your Buying Decision?
a )Smoothly writing [ ] b)Grip[ ] c) Price[ ]
d)Long-Life [ ] e)Brand Name [ ]
Q 6). Which Advertising Media Influences You The Most?
a) TV Advertisements[ ] b) Banners & hoarding[ ]
c) Newspapers &Magazines[ ]d) Internet[ ]
Q 7). Is your buying decision influence In-Shop advertisements?

Consumer buying behavior of Mahalaxmi pen.

 a) Yes [ ] b) No[ ]
If Yes, Which influences the most?
a)Posters [ ] b) Hoardings[ ]c)Pen Stands[ ] d)Stickers
Others__________________
Q 8). Who influence your buying decision most?
a Parents[ ] b)friends[ ] c) colleagues[ ] d)sales person[ ] e) others [ ]

Q 9). Do You Choose Only One Brand?

a) Yes [ ] b) No[ ]
If Yes, Which brand?
a) mahalaxmi[ ] b) Reynolds [ ] c) Cello[ ]
d) Lexi[ ] e) Linc [ ] f) Italia [ ]
Q10) Why do you purchase the same brand?
a) High Quality[ ] b) Brand Image[ ] c) Easy Availability [ ]
d)Value for money[ ] e)others____________
Q 11).Rank the brands of pens according to your preference from 1-5?
mahalaxmi[ ] Cello[ ], Reynolds[ ], Lexi[ ], Linc[ ], Italia[ ]
Q 12) Number of pen usually buy in a year?
a)less than 2[ ] b) 2-5 [ ] c)5-10 [ ] d)more than 10[ ]
Q 13). Do You Refill Your Pen regularly?
a) Yes b) No
If No, Why
a) Pen Cost Is Negligible b) Replacement results into Poor
Performance
c) Refill Is Unavailable d) Specify If Others,______________
Q14) Have you purchased mahalaxmi pen?
a) Yes [ ] b) No[ ]

Consumer buying behavior of Mahalaxmi pen.

Retailers Questionnaire
Name of the store: ___________________________
Location:_______________________________
Contact No:_____________________________
Type of store
a) Stationary store [ ] b) Department store[ ] c) Supermarket [ ]
d) Malls [ ] e) others______________
Average monthly Sales:
a) less than 1 lakh[ ] b)1-3lakh [ ] c)3-5lakh [ ]
d) 5-10lakh[ ] e) above 10 lakhs[ ]
Q1) In which price range you sell maximum pens?
a) Less than 7Rs[ ] b)7-10 [ ] c)10-15[ ]
d)15-25 [ ] e)Above 25[ ]
Q 2) Which type of pen you sell the most?
a) Ball Pen [ ] b) Gel Pen [ ]
c) Ink Pen [ ] d) Premium pen [ ]
Q3) Maximum sales under the price range between Rs5-Rs.20 are for which brand of pens?
(Rank in order of sales)
(a) Mahalaxmi [ ] (b) Reynolds[ ]
(c) Cello[ ] (d) Lexi [ ] e)Linc [ ] f)Flair[ ]
(g) Others[ ] (please specify)___________
Q4)-Sales of pens between the ranges of Rs5-Rs.20 is high during which period of time?
(a) High during exams [ ] (b) Stable throughout the year [ ] (c) When new
Schemes are introduced[ ]. (d) School opening time[ ]

Consumer buying behavior of Mahalaxmi pen.

Q5)-Please tick the brands of pen you keep in your store
a) Mahalaxmi [ ] b) Reynolds[ ] c) Cello[ ] d) Lexi [ ]
e) Linc [ ] f)Flair[ ] g) Italia[ ] h)Lexor [ ] i)Win[ ]
Q6)-When people buy pens what among the following options do they prefer?
a )Smoothly writing [ ] b)Grip[ ] c)Price[ ]
d)Long-Life [ ] e)Brand Name [ ] d)Looks[ ]
Q7 ) Your influence towards customer in their buying decision?
a)High b)Average c)Low d)Nil
Q8) What motivate you to push the products more to customers?
a High margin [ ] b)Schemes[ ] c)Quality of products [ ]
d) Others__________
Q9) How often you replenish your stocks?
a)every week[ ] b)once in two week[ ] c) once in a month [ ]
d)more_________
Q10)Do you think buying decision are influenced by In-Shop advertisements?
a) Yes [ ] b) No[ ]
If Yes, Which influences the most?
a)Posters [ ] b) Hoardings[ ]c)Pen Stands[ ] d)Stickers
Others__________________
Q11) For non-brand loyal customers, which brand you suggest most?
a) mahalaxmi [ ] (b) Reynolds[ ]
(c) Cello[ ] (d) Lexi [ ] e)Linc [ ] f)Flair[ ]
Q12) What make you to do so?
a)High margin[ ] b)Schemes[ ] c)Quality of products[ ]
d)Brand image [ ] others[ ] ____________
Q13)Do you have mahalaxmi pen in your store?
a) Yes [ ] b) No[ ]
If Yes
What makes mahalaxmi to sell more?
a) Improve quality b) better margin c) more advertisement

Consumer buying behavior of Mahalaxmi pen.

 d) Better availability e) others_____________
If No
Are you interested to sell mahalaxmi pen?
a) Yes [ ] b) No[ ]

PORTFOLIO MIX OF CLASSMATE PEN AND ITS COMPETIOTORS

1 MAHALAXMI
Type Model Price
Ball Pen B First 5
B Qwick 5
B Neat 5
B Speed 5
B Fine 6
B Positive 9
Octo Flo 10
UVO 10
Radeon 10
Crypton 10
Genghis 15
Gel Pen Geloneat 5
Gelo Fun 5
Gelowiz 5
Octane 10
Attila 15
Deimos 20
Galactic 20

Consumer buying behavior of Mahalaxmi pen.

 Trojan 25
Premium
Pens Beethoven 90
Archimed
es 130
Chopin 150

2) REYNOLDS

PRIC
TYPE MODEL E
Ball Pen Champ 5
Brite 5
Buero 040 5
Bold 5
Fusion 5
Fusion Bold 5
045 fine carbure 6
Eurolism 6
Officerite 6
045 Student 6.5
Energi 8
Zetpoint 10
Liquiflo 10
Electro 10
Liquiflo Student 10
Retractabl
e Ezio Pen 10
Jetter regular 15
Revo 15
Jetter Grip 15
JetterAerosoft 20
Jetter Designer 20
Jetter Aviator 20
Jetter Youth 20
Jetter Glitz 20
Jetter Metallica 25
Consumer buying behavior of Mahalaxmi pen.
 Jetter Chroma- DX 25
Jetter Aviator -MX 30
Trimax 35
JetterMetalica FX 40
Premier Gold 50
JetterNumatic 60
Premier 90

Gel Pen Mera Gel 5

Jeffi Gel 5
Mera Gel I 6
Mera Gel II 6
Razor Active 10
Razor Gel I&II 10
Force Gel 10
Eterno Gel 15
V-Max Gel 20
Trimax 35

3) LINC
TYP PRIC
E MODEL E
Ball
Pen Glycer 5
Thrill 5
Retract 5
Crazy 5
Smart 5
Executive
Ball 10
Glitter 10
Meeting 15
Seramic 25
Joy 35
Classic 35
Class 40
Swift 70
Signature
Gold 85

Uni Jestry 20

Consumer buying behavior of Mahalaxmi pen.

Ball 101
Uni Ball 25
Uni 120 25

Gel
Pen Linc 070 5
Linc 070
gel 6
Ocean 6

4) FLAIR

TYPE MODEL PRICE

Ball
Pen FX 5
Max 5
FX Dark 5
Easy Click 5
Jackpot 5
Marathon 10
Striker 10
Liqui touch 10

Ion 10
Digital 15
Sunn(4 color) 20
High way 40
Spectrum 70

Gel Pen Hydra 5

Phinix 5
Matrix 10
Fashion Gel 10
Glitter 10

Consumer buying behavior of Mahalaxmi pen.