CHILD

BUYING BEHAVIOUR
GENERAL STATIONERY
1. What stationery item do you use?
School stationery (Pencil, Pen, Eraser, Scale and almost everything)
2. Have you started getting any new stationery items in the last 1-2yrs that you
didnt used to buy earlier?
a. YES
b. NO
If YES
a. Which are these?
25

20

15
Colors
Pen
10

Pen-pencil

0
New Items

Colors
Pen-Pencil
Pen
b. Why do you buy them?
School requirements

c. Who goes to buy Stationery items?

Eitish Jain (Amity Study of consumers behavior towards stationary
University) marketing

45
40
35
30

Mother

25

Child
Both

20
15
10
5
0
Who's the buyer ?

Analysis
43 Mothers buys the stationery item with her choice only for her and her
children. Whereas on the other hand only 24% children buy their own
stationery item, these are probably the children whose age is above 10. 33%
mothers said both as both them go together to purchase the stationery
items.

PENCILS
1. Which is your favorite pencil?
Eitish Jain (Amity Study of consumers behavior towards stationary
University) marketing

Favorite Pencil

Apsara
Nataraj
DOMS
Others

Apsara 41 childrens favorite pencil is apsara (platinum extra dark). Children

had their own different reason for this:
Handwriting is good.
It never breaks
It is dark
Nataraj 19 childrens favorite pencil is Nataraj HB 621. Many are using it for
many years. Reasons were:
It looks good
Good handwriting
Grip
DOMS is 20 childrens favorite pencil. Reason being:
Different colors
Triangle shape
Extra dark
Others 20 (Camlin, Art line, Ffuunn, Faber castle, steadler etc.)

Eitish Jain (Amity Study of consumers behavior towards stationary

University) marketing

2. What are the things you look for buying a pencil?

Series 1
35
30
25
Series 1

20
15
10
5
0
Strength

Color

Lead grade

grip

Analysis
Strength is the most important factor while purchasing a pencil.
Children prefer Color of the pencil more important than the lead grade.
Lead grade is also a very important factor while buying pencils.

3. Do you use different pencil for different purpose?

Eitish Jain (Amity Study of consumers behavior towards stationary
University) marketing

Do you use pencil for different purposes?

NO
YES

Analysis
YES 30
NO-70
Only

30% of the total children uses pencils for different purposes

For Drawing ( Various HB Pencils)
School Homework
Exams

4. Have you ever used Nataraj pencils?

a. YES All
b. NO
If YES
a. What do you use it for?
School work
Exams
Drawing
b. Why?
Because it is good
Good Handwriting
If doesnt buy it anymore
a. What can make you buy it again?
Eitish Jain (Amity Study of consumers behavior towards stationary
University) marketing

New design
Color
quality.

RANKING
Rank the following

Features
40
35
30
25

Features

20
15
10
5
0
Price

Strength

Grip

Lead color Color of the pencil

Analysis
Children are more attracted towards the color of the pencil, they said it looks
good and feels good. This is one of the most important reason children
Preferred less amount of Nataraj and this is also a reason why children go for
doms because of their exquisite colours design.Strength and Lead grade is
also the most important feature of the pencil because many believed it
makes their handwriting look good

Eitish Jain (Amity Study of consumers behavior towards stationary

University) marketing