1

1. INTRODUCTION OF PEN INDUSTRY

A Brief History of Writing Instruments Part 1: From

cave paintings to the quill pen -- how ink, paper and
pens were all were invented.

Ancient writing instruments - From left to right: quills, bamboo, pen sharpeners, fountain pens,
pencils, brushes.

Figure 1

The history of writing instruments by which humans have recorded and conveyed
thoughts, feelings and grocery lists, is the history of civilization itself. This is how
we know the story of us, by the drawings, signs and words we have recorded.

The cave man's first inventions were the hunting club (not the auto security
device) and the handy sharpened-stone, the all-purpose skinning and killing tool.
The latter was adapted into the first writing instrument. The cave man scratched
pictures with the sharpened-stone tool onto the walls of his cave dwelling. The
cave drawings represented events in daily life such as the planting of crops or
hunting victories.

With time, the record-keepers developed systematized symbols from their

drawings. These symbols represented words and sentences, but were easier and
faster to draw and universally recognized for meaning. The discovery of clay

2
made portable records possible (you can't carry a cave wall around with you).
Early merchants used clay tokens with pictographs to record the

quantities of materials traded or shipped. These tokens date back to about 8,500
B.C. With the high volume of and the repetition inherent in record keeping,
pictographs evolved and slowly lost their picture detail. They became abstract-
figures representing sounds in spoken communication. The alphabet replaced
pictographs between 1700 and 1500 B.C. in the Sinaitic world. The current
Hebrew alphabet and writing became popular around 600 B.C. About 400 B.C.
the Greek alphabet was developed. Greek was the first script written from left to
right. From Greek followed the Byzantine and the Roman

(Later Latin) writings. In the beginning, all writing systems had only uppercase
letters, when the writing instruments were refined enough for detailed faces,
lowercase was used as well (around 600 A.D.)

The earliest means of writing that approached pen and paper as we know them
today was developed by the Greeks. They employed a writing stylus, made of
metal, bone or ivory, to place marks upon wax-coated tablets. The tablets made
in hinged pairs, closed to protect the scribe's notes. The first examples of
handwriting (purely text messages made by hand) originated in Greece. The
Grecian scholar, Cadmus invented the written letter - text messages on paper
sent from one individual to another.

Writing was advancing beyond chiselling pictures into stone or wedging

pictographs into wet clay. The Chinese invented and perfected 'Indian Ink'.
Originally designed for blacking the surfaces of raised stone-carved
hieroglyphics, the ink was a mixture of soot from pine smoke and lamp oil mixed
with the gelatine of donkey skin and musk. The ink invented by the Chinese
philosopher, Tien-Lcheu (2697 B.C.), became common by the year 1200 B.C.
Other cultures developed inks using the natural dyes and colours derived from
berries, plants and minerals. In early writings, different colour inks had ritual
meaning attached to each colour.

3
The invention of inks paralleled the introduction of paper. The early Egyptians,
Romans, Greeks and Hebrews, used papyrus and parchment papers. One of

the oldest pieces of writing on papyrus known to us today is the Egyptian "Prises
Papyrus" which dates back to 2000 B.C. The Romans created a reed-pen perfect
for parchment and ink, from the hollow tubular-stems of marsh grasses,
especially from the jointed bamboo plant. They converted bamboo stems into a
primitive form of fountain pen. They cut one end into the form of a pen nib or
point. A writing fluid or ink filled the stem, squeezing the reed forced fluid to the
nib.

By 400 A.D. a stable form of ink developed, a composite of iron-salts, nutgalls

and gum, the basic formula, which was to remain in use for centuries. Its colour
when first applied to paper was a bluish-black, rapidly turning into a darker black
and then over the years fading to the familiar dull brown colour commonly seen in
old documents. Wood-fibre paper was invented in China in 105 A.D. but it only
became known about (due to Chinese secrecy) in Japan around 700 A.D. and
brought to Spain by the Arabs in 711 A.D. Paper was not widely used throughout
Europe until paper mills were built in the late 14th century.

The writing instrument that dominated for the longest period in history (over one-
thousand years) was the quill pen. Introduced around 700 A.D., the quill is a pen
made from a bird feather. The strongest quills were those taken from living birds
in the spring from the five outer left wing feathers. The left wing was favoured
because the feathers curved outward and away when used by a right-handed
writer. Goose feathers were most common; swan feathers were of a premium
grade being scarcer and more expensive. For making fine lines, crow feathers
were the best, and then came the feathers of the eagle, owl, hawk and turkey.

Quill pens lasted for only a week before it was necessary to replace them. There
were other disadvantages associated with their use, including a lengthy
preparation time. The early European writing parchments made from animal

4
skins, required much scraping and cleaning. A lead and a ruler made margins.
To sharpen the quill, the writer needed a special knife (origins of the term "pen-

knife".) Beneath the writer's high-top desk was a coal stove, used to dry the ink
as fast as possible.

Plant-fiber paper became the primary medium for writing after another dramatic
invention took place: Johannes Gutenberg invented the printing press with
replaceable wooden or metal letters in 1436. Simpler kinds of printing e.g.
stamps with names, used much earlier in China, did not find their way to Europe.
During the centuries, many newer printing technologies were developed based
on Gutenberg's printing machine e.g. offset printing.

Articles written by hand had resembled printed letters until scholars began to
change the form of writing, using capitals and small letters, writing with more of a
slant and connecting letters. Gradually writing became more suitable to the
speed the new writing instruments permitted. The credit of inventing Italian
'running hand' or cursive handwriting with its Roman capitals and small letters,
goes to Aldus Manutius of Venice, who departed from the old set forms in 1495
A.D. By the end of the 16th century, the old Roman capitals and Greek
letterforms transformed into the twenty-six alphabet letters we know today, both
for upper and lower-case letters.

When writers had both better inks and paper, and handwriting had developed
into both an art form and an everyday occurrence, man's inventive nature once
again turned to improving the writing instrument, leading to the development of
the modern fountain pen.

Pen as a product is close to people of all walks of life at different age and of
different gender and the association of it is a life long one.
For some with a good quality pen at finger tips actually elevates their confidence
level and makes them feel good.

5
According to the 2006 ACNielsen Retail Audit, ball pens forms the biggest chunk
of the pen market in India and accounts for 72 percent of the total pen

market followed by gel pen at 28 percent the brand leaders in this market are
Cello, GM pens and Jigneshwar

6
 2. OBJECTIVE OF STUDY

The objective of the study is follow:-

 To find out the satisfaction level of Cello Brand in the mind of the consumer.
 To know about the availability of Cello pen products in the different area.
 To make the analysis of quality of Cello according to consumer view.
 To find out if the consumer finding any problem regarding to Cello.
 To know the real concept of Consumer Based Brand Equity (CBBE) with
regards to cello brand.

7
 3. RESEARCH METHODOLOGY

1. Data source:
The data sources are Primary and Secondary Source.

Primary source
To satisfy the objective of the research it is necessary to get the response from
the respondents, which act as primary source of data.

Secondary source
I have also used the secondary sources to collect the information like by asking
directly to the employees of cello pen, website of the Cello group, etc.

2. Approach: Interview
I have surveyed my respondents and recorded their responses for analysis. The
great strength of the survey as a primary data collection tool is its versatility.

Sampling Design:
Sampling Area : Vapi, Sarigam.
Sample Population : End user(Consumers), Customers and the
prospective consumers.
Sample Size : 100
Method of Data Collection : Primary and secondary data source.
Sampling technique : Convenience Sampling and Quota Sampling.

8
 4. LIMITATION OF STUDY

 Limited Area
My survey was limited in respect to the limitation of area.

 Time limit
Due to the limited time extra survey was not possible.

 Respondent drawback
Few number of respondent were illiterate, which result difficulty understanding
the respondent.

 Respondent bias (Partiality)

Due to the respondent bias we have not extended to other areas.

 Customer change in taste and preferences

Some respondent prefer different brand, and in future it was not said that they
will prefer with the same.

9
 1. Company Profile

CELLO'S MISSION

Figure 2

Cello’s mission is to become the most admired and successful market research
and consulting group based in the UK with global reach. By combining
fundamental market research with value added advisory, data and delivery skills,
we believe Cello can provide superior client service and attract the very best
talent in the industry.

ABOUT A CELLO WORLD

It's a world in which for over a decade one name has been internationally
recognised. For its dedication to the penmanship and the needs of its

10
consumers. A world of enduring values. A world in which every product
personifies unquestionable quality. A world in which unswerving trust is sustained
and the highest standards are maintained.

WRITE ON TARGET

What does it take to become a leader? What does it take to become a leader in a
field already dominated by giants? To become a super-giant?

It takes what the House of Cello demonstrated in moulded plastic household

goods in 1960. Many years later - brought into the field of writing implements.
Cello made its entry into plastic household goods and decided to compete
against well-established brands, under the guidance of founder and chairman G
D Rathod. What Cello added to the market was a clear vision of its own limitless
creative possibilities. Of the many new ways in which moulded plastics could
make life easier for you, me and the consumer next door. It began as a collection
of moulded plastic products, preferred by consumers because they offered
quality standards that they could take for granted. It was clear that strengths that
had proven them in one highly competitive market could be made to succeed in
yet another. Cello Pens became a market leader and continued to expand, today
producing just short of 4 million pens a day for a world wide market. Cello Europe
now provides hundreds of models of pen to the general public, small and large
business to suit every writing type. Offering a comfortable and smooth range of
pens that's making the world smile.

Cello Thermo ware Ltd. - Founded by Mr. G.D Rathod, Chairman, in May 10,
1986, at a small factory in Goregaon, Bombay, with just 60 workers and 7
machines engaged in the manufacture of the finest range of Casserole, or
Hotpots, as they were later positioned, that the Indian market had ever seen.

11
The CELLO WRITING, the brand name “CELLO” has come up with various
designs and varieties in various ranges.

The group is consisting of various concerns engaged in the manufacturing and

dealing in wide range of plastic products. Mr Ghisulal D Rathod (chairman of the
group) Mr. D. Rathod is assisted by his sons Mr. Pradeep G Rathod and
Mr Pankaj G Rathod and team of professional have made remarkable progress
in the last ten years by revolutionizing the industry by popularizing.

Inspire by this phenomenal success the group enter into the new line of
manufacturing of ball pen and set up a new unit named as cello Writing
Instruments in 1996 at Somnath Daman (U.T.).

According to the 2006 AC Nielsen Retail Audit, ball pens forms the biggest chunk
of the pen market in India and accounts for 72 percent of the total pen market
followed by gel pen at 28 percent the brand leaders in this market are Cello, GM
pens and Jigneshwar.

Figure 3 : Ball and Gel Pen - Market Break-Up (Value)

Pen market previously suffered from lack of organized information on the market
size or market shares of various players, since most players are not listed
companies and distribution was mostly limited to stationery stores.

12
As the 2006 ACNielsen Retail Audit reveals, about 10.9 lac stores across urban
India take the product in stock at present which represents a distribution growth
of 23 percent within a year (April06 over July’05). The increased distribution has
brought about a phenomenal growth for the pen market of 82 percent in sales.
The sales peaked in the months of February and March owing to exam season
and touched maximum in the last eleven months.

The positive outlook of the industry is also evident from the amount of airtime on
primetime television advertisement by almost all key players in the industry.

The ACNielsen Retail Audit Report also highlights some of the interesting
findings about the various brands of pens. Although the writing instrument market
is led by well known names like Cello, GM (Reynolds), Jineshwar (Montex) etc.
Smaller players such as Lexi, Agni and Elkos for examples have also been able
to maintain their share on a regional or select pocket level.

Leaders Ranking
1 Cello 1st
2 GM Pens 2nd
3 Jineshwar 3rd
4 Linc 4th
5 ADD Gel 5th

Figure 4 : Top Five Players - Pens (Ball & Gel)

The study also finds out that Marker Pens is another segment that is growing in
Urban India. GM tops the list when it comes to marker pens followed by Luxor
and Stic. Most segments like Whiteboard, CD Marker or Permanent Marker have
shown positive month on month volume and value growth in April.

The research shows that Cello Pens & Stationery is the Top Advertiser in this
category in both with a share of 34% and 41% in advertising respectively. One
can also see significant changes in positions of advertisers for both these

13
periods. Luxor Writing Instruments, which was at the 7th position jumps to the
2nd spot in with a 19% share in advertising. Linc Pen & Plastics, which was at
the 8th spot in is another advertiser to move up the chart to bag the 3rd spot in.
Add Pens, which was at the 3rd position in does not feature in the Top 10
rankings. Similarly, Rotomac Pens Ltd, which was at the 4th place in, also drops
out of the list.

COMPANION FOR LIFE

For over a decade, one internationally recognised name is working hard to

anticipate a women's need. Helping her to keep hot food and tasty for her family,
devising hygienic item to help her health of her loved ones and spreading
through her the priceless gift of caring and sharing.

Only Cello has an unmatched range of insulated plastic Thermo ware, with
World-class designs made from German Polyurethane foam at the ultra modern
plant in Daman. The word acknowledges its outstanding quality, which is always
seeking perfection. After years of research, Cello has developed the unique,
breakthrough product -Thermo-guard.

Thermo-guard is an innovative, protective shield, which gives Cello an edge over

rival products.

No wonder, today, over 6 million families in India and millions around the world
have put their trust in Cello. After all, wherever there's love, wherever there's Joy,
there's Cello. A constant companion for life.

TURNOVER

 Plastic Household & Thermo ware Rs 1405 Millions

 Plastic Furniture Rs 762 Millions

14
 Writing Instruments Rs 1806 Millions
 Tooth Brush Rs 50 Millions

DISTRIBUTION NETWORK

They have a large network of distribution all over India through well-established
agencies & distributors who focus on all areas of business prospective & they
employ special officers for different areas. They evaluate the total strength,
potentials of the markets & work to make available the brand in each store.

PACKAGING

An In-House activity, where in they design the package develop according to the
requirement keeping in mind safety of the product & its selling values.

PROMOTION
Regular dealer meets & conferences are held. Schemes & Trade events are
organised every quarter. Also fixing targets for all promoters, sales staff &
distributors etc so that the focus is on adding sales everyday of the year.

15
CELLO'S ORGANISATIONAL STRUCTURE precisely mirrors our philosophy of
creating maximum client value.

RESEARCH AND RESPONSE

CONSULTING COMMUNICATIONS
Insight Research Group Target Direct Marketing
Leapfrog Research and Planning Bright source
The Value Engineers The Leith Agency
RS Consulting Group Navigator
TMI Farm
SMT Consulting Oomph
Digital People Blonde
The MSI Consultancy cchm:ping
mruk research
2CV

16
 Figure 5

CELLO APPORACH

AN INTEGRATED APPROACH to generating market insight for clients

globally.

17
 Figure 6

We set out to reflect the cycle of marketing activity within client organizations
globally, matching our business capabilities to the recurring need to assess risks
and opportunities, identify relevant insights and develop and deliver the
appropriate marketing response.

TAKING THE WRITE TURN – TECHNOLOGY

Cello entered the field of plastic-moulded ballpoint pens in 1994. With just one
model of "Clear Pen". Cello stormed the market with Swiss tips and German ink.
A whole new generation of writing implements was born, offering clear flow and
quality of the highest standards. A generation which grew into Gripper, Gel,
MaxWriter, Impact and many more and continued to spread into export markets
like Europe, the Middle East, the Far East, the U.S.A and Russia.

InjectionMoulding
High volumes are achieved by using the latest polymerisation technology. The
finest moulding machines and moulds ensure excellent quality & clarity in even
the largest volumes.

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TheTip:
The tip is a unique geometric structure to give comfortable speedy writing with
exactly the right amount of ink to produce writing of high colour intensity. Based
on a 0.5mm ball of Tungsten Carbide rotating in a socket made of specialised
nickel alloy to prevent wear on the ball, seat & lip with systematic quality
monitoring at every stage.

Gel
Add to this the latest technologies from Japan, raw materials of highest quality
standard, Automatic filling machines with sensing devices for quality control and
water based pigmented thick fluid ink, which when agitated becomes less
viscous for comfortable, smear free & enduring writing.

Ball pen Ink

19
 Figure 7

If you want to be in the world market tomorrow, you must not spend today
working with yesterday's ideas. The development & production of high grade ball
pens is a continual task at Cello.

All our ball pen inks are imported from Germany & Japan which enhance the
quality in ball pen refill production. These inks have specialised additives which
prevent from gooping giving these specialised inks have a shelf life of at least
two years.

2. Product Portfolio

20
The comfort of cello liquid ink pens makes writing pressure free

Figure 8 Maxriter

Maximum writing length with the comfort of Cello Elasto Grip.

Figure 9 Optima

A wonder of comfort and design.

Figure 10 Pronto

Designed in Italy, made for the world to enjoy.

Figure 11 Impact

Give your words the maximum impact with this stylish pen.

Figure 12 Sleek

Sleek produces sleeker writing.

Figure 13 Techno Tip

Better tip for better writing.

21
 Figure 14 Cupid

A quality pen that makes everyone love your writing.

Classics From Cello We Cannot Write Without

Top Quality Classic design pens that give your words the maximum
impact.

Figure 15 Friendship Gel.

The perfect gift for a friend.

Figure 16 Max Gel

Maximum writing length from Cello Feather Flow.

Cello Europe Office Stationery

Handy office packs of top quality pens that give office workers the products they
want.

QUALITY RECOGNITION & AWARDS

22
 • Largest Exporter of Insulated Thermo ware from India.
• Recognized as Export House by Government of India since 1996.
• Winner of Prestigious Plexcouncil award as Highest Exporter since last
Seven years.

1. Theoretical Background

What is Brand?
The word Brand is derived from the Old Norse word Brand, Which means “to
burn” as brands were still are the means by which owners of live stock mark their
animals to identify them. According to the American Marketing Association
(AMA), a brand is the “name, term, sign, symbol, or design, or a combination of

23
them, intended to identify the goods and service of one seller or group of seller
and to differentiate them from those of competition”.

What is brand Equity?

Brand Equity is the willingness for someone to continue to purchase your brand
or not. Thus the measure of brand equity is strongly related to loyalty and
measure segments on a continuum form entrenched user of the brand to
convertible users.

What is Consumer Based Brand Equity?

Consumer Based Brand Equity is formally defined as the differential effect that
brand knowledge has on consumer response to the marketing of that brand. A
brand is said to have positive consumer based brand equity when consumers
reach more favourably to a product and the way it is marketed when the brand is
identified than when it is not (e.g. when the product is attribute to fictitious name
or is unnamed ). Thus, a brand with positive consumer based brand equity might
result in consumer being more accepting of a new brand extension, less sensitive
to price increases and with drawl of advertising support, or more willing to seek
the brand in a new distribution channel.

There are three keys ingredients to this definition:-

1. “differential effect,”
2. “brand knowledge,”
3. “Consumer response to marketing.”

24
 Consumer Based Brand Equity Model

Consumer
brand
resonance

Consumer Consumer
judgement feelings

Brand imagery
Brand performance

Brand performance Brand performance

Figure 17

BUILDING A STRONG BRAND: THE FOUR STEPS OF BRAND BUILDING

The steps are as follows:-

 Ensure identification of the brand with consumer and an association of the

brand in consumer’s mind with a specific product class or consumer need.

25
  Firmly established the totality of brand meaning in the minds of consumer
by strategically linking a host of tangible and intangible brands association
with certain properties.
 Elicit the proper consumer responses to this brand identification and brand
meaning.
 Convert brand response to create an intense, active loyalty relationship
between consumer and brand.

Conclusion
Consumer based brand equity is the differential effect that brand knowledge has
consumer response to the marketing of that brand. A brand has positive
consumer based brand equity when consumer react more favourably to a
product and the way it is marketed when the brand is identified than when it is
not ( e.g. when it is attributed to a fictitiously named or unnamed version of the
product).

2. REVIEW OF LITERATURE

Literature review on brand equity in professional team sport: a

German perspective on ice hockey

Author: Suckow, Christina1

26
Source: International Journal of Sport Management and Marketing, Volume 5,
Numbers 1-2, 1 December 2008, pp. 211-225(15)

Abstract:

This paper reviews the concept of brand from a perspective of ice hockey. Since
branding hockey can appropriately be described by the concept of customer-
based brand equity, the literature about this concept is a valuable point of
reference for gaining insights into the mechanisms of hockey branding. By
reviewing the concept, appropriately defining the hockey customers and the
hockey product are mandatory. Practical implications are then derived from a
case study of the German Hockey League (DEL) in order to enhance the
understanding of branding in a German hockey context.

A model of customer-based brand equity and its application to

multiple destinations

Soyoung Boo, James Busser, and Seyhmus Baloglu

The George Washington University, School of Business, Department of Tourism
and Hospitality Management, Funger Hall, Suite 301s, 2201 G Street, NW
Washington, DC 20052, United States.

27
University of Nevada, Las Vegas, Department of Recreation and Sport
Management, William F. Harrah College of Hotel Administration, 4505 Maryland
Parkway, Box 456013, Las Vegas, NV 89154-6013, United States.

University of Nevada, Las Vegas, Department of Tourism and Convention

Management, William F. Harrah College of Hotel Administration, 4505 Maryland
Parkway, Box 456023, Las Vegas, NV 89154-6023, United States.
Received 7 November 2007;
Accepted 18 June 2008.

Abstract
Lack of research regarding destination brand measurement indicates that
conceptualizing how tourists evaluate a destination brand is complex. This study
examined empirical information to develop a destination brand model by
employing customer-based brand equity models through a scale purification
process, ensuring its reliability and validity. The proposed model and the
alternative model were tested with an online survey sample of Las Vegas and
Atlantic City visitors. The results provide support for the concept of customer-
based brand equity and corroborate its application to the destination context.
However, multi-sample invariance tests implied that destination-specific items
should be considered when developing a destination brand model.

Developing and validating measures of facets of customer-

based brand equity

Richard G. Netemeyer, Balaji Krishnan, Chris Pullig, Guangping Wang

School of Business, East Carolina University, Greenville, NC 27858, USA

Available online 14 June 2003.

28
 Abstract
This article presents four studies that develop measures of “core/primary” facets
of customer-based brand equity (CBBE). Drawing from various CBBE
frameworks, the facets chosen are perceived quality (PQ), perceived value for
the cost (PVC), uniqueness, and the willingness to pay a price premium for a
brand. Using numerous advocated scale developmental procedures, the
measures of these facets showed evidence of internal consistency and validity
over 16 different brands in six product categories. Results also suggest that PQ,
PVC, and brand uniqueness are potential direct antecedents of the willingness to
pay a price premium for a brand, and that willingness to pay a price premium is a
potential direct antecedent of brand purchase behaviour.

1. Data Analysis and Interpretation

Personal Information
1. Respondent Gender Graph

Gender Student Businessman Profession Service Total

Male 18 9 13 29 69
Female 15 7 8 1 31
Total 33 16 21 30 100

29
 Table 1.1

gender

S ervic e 29 1

P roffes ion 13 8
category

bus ines s m an 9 7

s tudent 18 15

0 5 10 15 20 25 30 35

re sp o n se

m ale fem ale

Figure 1.1

30
Interpretation of Respondent Gender figure 1.1
When we look the graph of the respondent we can see that 69.69% of the
respondent is Male, and 31.31% of the respondent is Female.

31
2. Respondent Age graph

Age Student Businessman Profession Service Total

Below 18 2 0 0 0 2
18 to 25 13 11 26 2 52
26 to 33 8 12 7 5 32
34 to 41 4 6 2 1 13
41 above 0 1 0 0 1
Other specify 0 0 0 0 0
Total 32 30 35 8 100

Table 1.2

A g e o f re s p o n d e n t

60
50 2

40 26
re sp o n se30 5
7
20 11
12 12
10 13 6
02 8 4 001
0 0
be low 1 818 to 2 5 2 6 to 33 34 to 4 14 1 ab o ve oth e r
s p ec ify
Age

s tu d en t b us ine s s m anP ro ffes ion S e rvic e

Figure 1.2

32
 Interpretation of Respondent Age Graph 1.2
If we look the respondent Age we find that below 18 are of 2.2%, and 18 to 25
are of 52.52%, and 26 to 32 are of 32.32%, and 34 to 41 are of 13.13%, and
41above are of 1.1% and rest of are 0%.

3. Respondent Education And Qualification

33
Education Qualification Student Businessman Profession Service Total
Uneducated 0 0 0 2 2
Up to primary 2 0 1 1 4
Up to higher secondary 3 2 4 5 14
Under graduate 12 4 20 8 44
Post graduate 8 10 3 8 29
Under 10th 2 1 1 1 5
Under 12th 2 0 0 0 2
Other specify 0 0 0 0 0
Total 29 17 29 25 100

Table 1.3

Education and qualification

other specify 0

under 12th 2 0

under 10th 2 1 1 1
Education

post graduate 8 10 3 8

under graduate 12 4 20 8

up to higher secondary 3 2 4 5

up to primary 2 0 1 1

uneducated 0 2

0% 20% 40% 60% 80% 100%

Response

student business man Proffesion Service

Figure 1.3

Interpretation of Respondent Education and Qualification

34
When we look the respondent graph we find that Uneducated respondent are of
2%, and Up to Primary respondent are 4%, and Up to Higher Secondary are of
14%, and Under Graduate Respondent are 44%, and Post graduate
respondent are of 29%, and Under 10th respondent are 5%, and Under 12th
respondent are 2% and Other are of 0%.

4. Respondent Occupation Graph

35
 Occupation Student Businessman Profession Service Total
Total 25 25 25 25 100

Table 1.4

Occupation

25
20

15
r e s p on d e nt 25 25 25 25
10
5

0
Oc c upation s tudent bus ines s Prof f es ion Serv ic e
man

Series 1
Figure 1.4

Interpretation of Respondent Occupation 1.4

36
 We have taken the 25% of respondent as Student, and 25% of respondent are
of Businessman, and 25% of the respondent are of Professional, and 25% of
the respondent are of Service People and the rest of 0%.

5.Respondent Income Graph

37
Income Student Businessman Profession Service Total
Below 5000 12 3 4 1 20
5000 to 10000 7 9 5 3 24
10000 to 15000 6 10 11 1 28
15000 to 20000 4 6 8 10 28
other specify 0 0 0 0 0
Total 29 28 28 15 100

Table 1.5

R e s p o n d e n t In c o m e

30 1
25 3 10
11
20 1 5
4
R e sp o n se
15 3 8
9 10
10 6
12
5 7 6 4
0 0
B e lo w 5 0 0 05 0 0 0 to 1 0 0 0 0 t o 1 5 0 0 0 t o o th e r
1 0 0 0 0 1 5 0 0 0 2 0 0 0 0 s p e c ify
In c o m e

s tu d e n t b u s in e s s m a nP ro ffe s io nS e rvic e
Figure 1.5

38
Interpretation of Respondent Income 1.5
When we look the respondent Income we find that 20% of respondent are
Below 5,000, and 24% of respondent are 5,000 to 10,000, and 28% of
respondent are of 10,000 to 15,000, and 28% of the respondent are 15,000 to
20,000, and other are 0%.

39
 GENERAL INFORMATION GRAPH

1. Which pen come in your mind?

Brand of Pen Student Businessman Profession Service Total

Today’s 4 2 1 2 9
Montex 3 4 2 2 11
Cello 9 4 3 4 20
Linc 2 3 2 1 8
Reynolds 6 4 3 1 14
Rotomac 2 1 2 4 9
Flair 4 3 4 2 13
Parker 2 4 1 2 9
Add Gel 2 1 2 1 6
Other Specify 0 1 0 0 1
Total 34 27 20 19 100

Table 2.1

w hich pen come in your mind

25
20 4
respondent

15 3
4 1
3 2
10 2 4 4
2 2 9 1 4 2
1
2 4 2 6 3 1
4 1
5 4 3 2 4 2
3 2 1
2 2 1
2
0 1
0
0
ir
llo

el
c

r
ys

ds

ac

f la

ify
Lin
te

dG
ce

rk
da

ol

m
on

c
Pa

pe
yn

to

Ad
To

Ro

S
Re

er
th
O

diffe re nt bra nd

student business man Proffesion Service

Figure 2.1

40
Interpretation of Figure 2.1
The four category people has given 9% response in the favour of today’s Pen.
The other response is 11% in the favour of Montex Pen.
20% response is in the favour cello pen. While 8% responses in the favour of
Linc pen and 14% response is in the favour of Reynolds pen.
The other brand response are 9% of Rotomac and 13% in the favour of Flair
pen, Parker response are 9% and 6% response of Add Gel and other specify
are of 1%.

41
2. Frequently purchase pen?

Frequently purchase pen Student Businessman Profession Service Total

Daily 1 1 1 1 4
2 days 12 5 3 3 23
5 days 4 3 3 1 11
1 week 11 5 4 6 26
10 days 15 5 8 5 33
Other Specify 2 1 0 0 3
Total 45 20 19 26 100

Table 2.2

fre q u e n tly p u rc h a s e

35
5
30
25 6 8
3
20 3 4 5
R e sp o n se 5
15 5
1
10 3 15
12 3 11
5 1 10
111 4 2
0
D a ily 2 d a y s 5 d a y s 1 w e e k 1 0 d a y s o t h e r
S p e c ify
No of da ys

s t u d e n t b u s in e s s m aPn ro ffe s io nS e rvic e

Figure 2.2

42
Interpretation of Figure 2.2
The four category people has given there response of 4% of daily purchasing
pen. And 23% of respondent purchase pen in 2 days, and 11% of the
respondent purchase pen in 5 days and 26% of respondent purchase pen in 1
week and the highest 33% of respondent purchase pen in 10 days and other
are 3%.

3. Pen considered for writing?

Consider for writing Student Businessman Profession Service Total

Today’s 3 1 0 1 5
Montex 2 4 2 1 9

43
Cello 4 6 5 2 17
Linc 3 2 2 3 10
Reynolds 2 3 1 0 6
Rotomac 4 5 2 1 12
Flair 2 3 4 1 10
Parker 3 2 4 2 11
Add Gel 7 3 5 3 18
Other Specify 1 0 1 0 2
Total 30 29 26 15 100

Table 2.3

Pen considered for w riting

Other Specify 1 0 1 0

AddGel 7 3 5 3

Parker 3 2 4 2

flair 2 3 4 1
different brand

Rotomac 4 5 2 1

Reynolds 2 3 1 0

Linc 3 2 2 3

cello 4 6 5 2

montex 2 4 2 1

Todays 3 1 0 1

0% 20% 40% 60% 80% 100%

re sponse

student business man Proffesion Service

Figure 2.3

44
Interpretation of Figure 2.3
5% of respondent has said that they use today’s pen for writing and 9%
respondent are in the favour of Montex brand for writing, and 17% of the
respondent say’s that they use Cello brand of pen for writing and 10% of the
respondent are in the favour of Linc pen and 6% are in favour of Reynolds and
12% are in the favour of Rotomac and again 10% in the favour of Flair pen and
11% are in favour of Parker pen and 18%are in favour of AddGel and rest of
are 2%.

4. Why prefer this Brand?

Prefer this brand Student Businessman Profession Service Total

Status 2 1 2 0 5
Style 3 2 3 2 10

45
 Price 4 6 5 2 17
Quality 3 4 2 10 19
Advertisement 5 6 7 2 20
Word of mouth 4 2 2 3 11
Friends and Relatives 2 4 3 2 11
Other specify 2 1 2 2 7
Total 25 26 26 23 100

Table 2.4

w hy prefer this brand

other specify 2 1 2 2

Friends and Relatives 2 4 3 2

W ord of m outh 4 2 2 3

Advertisem ent 5 6 7 2
category

Quality 3 4 2 10

P ric e 4 6 5 2

S tyle 3 2 3 2

Status 2 1 2 0

0% 20% 40% 60% 80% 100%

re sponse

student business m an Proffesion S ervice

Figure 2.4

Interpretation of Figure 2.4

5% of respondent say’s that they prefer that brand according to their status, and
10% prefer their brand according to their style, 17% respondent prefer brand

46
with the price relation, and 19% prefer brand according to the quality of the
brand, and 20% prefer according to the Advertisement, and 11% prefer with the
Word of Mouth, and rest 11% prefer according to the friend and relatives view
and rest of 7% are in other category.

5. Type/Form of pen you prefer?

Type/form of pen Student Businessman Profession Service Total

47
 Ball Pen 15 12 11 17 55
Gel Pen 10 9 4 2 25
Ink Pen 4 6 2 8 20
Other specify 0 0 0 0 0
Total 29 27 17 27 100

Table 2.5

ty p e /fo rm o f p e n

35
30 0
4 0 0
25 6 8
20 10
response

02 2
15 9
4
10 17
15
5 12 11
0
s tudent b u s in e s s m a n P ro ffe s io n S e rvic e
pen

B a ll P e n G e l P e n In k P e n o th e r s p e c ify
Figure2.5

Interpretation of Figure 2.5

When you see the graph 55.55% of the respondent is there who are using Ball
Pen for their use, and 25.25% are use Gel Pen according to their choice, and
20.20% using Ink Pen according to their choice, and the rest are of 0%.

48
6. When mostly use this brand?

Mostly use this brand Student Businessman Profession Service Total

Regularly 12 6 4 6 28

49
 Exam time 5 8 12 5 30
Special Occasion 12 6 11 3 32
Other specify 4 2 2 2 10
Total 33 22 29 16 100

Table 2.6

w h e n m o s tly u se th is b ra n d

S ervic e 6 5 3 2

P roffes ion 4 12 11 2
occasion

bus ines s m an 6 8 6 2

s tudent 12 5 12 4

0 5 10 15 20 25 30 35
re spo n se

Regularly E x am tim e S pec ial O c c as ionO ther s pec ify

Figure 2.6

Interpretation of Figure 2.6

In the particular graph you can see that 32.32% are use their pen in the Special
Occasion and 30% of the respondent prefer their brand in Exam Time, and
28.28% use their brand regularly, and 10.10% are in the other Category.

50
7. Ever heard about cello?

Heard about cello Student Businessman Profession Service Total

yes 20 28 10 35 93
No 4 2 0 1 7

51
 Total 24 30 10 36 100

Table 2.7

E v e r h e a r d a b o u t c e llo

40 35
35
28
30
25 20
Respondent

20
15 10
10
4
5 2 1
0
0
s tu d e n t b u s in e s s m a n Pr o f f e s io n S e r v ic e

y es No
Figure 2.7

Interpretation of Figure 2.7

52
In the graph you can clearly see that 93% of the respondent are said that they
have heard about cello, and rest of 3% of the respondent said that they have not
heard about cello.

8. How know about cello?

How know about cello Student Businessman Profession Service Total

Peer group 4 3 2 3 12
Cable Advertisement 4 8 9 4 25
Newspaper/Magazine 12 6 2 3 23

53
 Hoardings 2 7 1 5 15
Point of purchase 4 8 4 4 20
Other specify 2 1 1 1 5
Total 28 33 19 20 100

Table 2.8

how know about cello

1
1
other specify 1
2
44
P oint of purchase 8
4
5
1
Hoardings
information

2 7
3
Newspaper/M agzine 2
6
12
4
9
Cable Advertisem ent 8
4
2 3
Peer group 3
4

0 2 4 6 8 10 12
re sponse

student bus iness m an Proffesion S ervice

Figure 2.8

Interpretation of Figure 2.8

54
If we look the respondent preference towards Cello brand,12% of the respondent
come to know about Peer Group, 25% of the respondent are come to know
about the Cable Advertisement, 23% of the respondent are come to know from
Hoardings, 20% of the respondent are come to know from Point of purchase,
and rest of are 5%.

9. Cello Pen aware of?

Cello Pen you aware of Student Businessman Profession Service Total

Ball Pen 12 18 14 10 55

55
 Gel Pen 10 6 18 6 40
Other specify 1 2 1 1 5
Total 23 27 33 17 100

Table 2.9

c e llo p e n a w a re o f

35 1
30
2
25 1 18
6
20 10
re sp o n se 1
15 6
10 18
12 14
10
5
0
s tu d e n t b u s in e s s m a nP ro ffe s io n S e rvic e
pe n

B a ll P e n G e l P e n O t h e r s p e c ify
Figure 2.9

Interpretation of Figure 2.9

56
When we come to know about the cello awareness we find that 55% of the
respondent knows about the Ball Pen, and 40% of the respondents are aware of
the Gel Pen, and other are of 5.5%.

10. Ever used Cello?

Ever used cello Student Businessman Profession Service Total

Yes 28 22 15 32 97

57
 No 2 1 0 0 3
Total 30 23 15 32 100

Table 2.10

Ever used cello

35

30 32
28
25
22
20
response
15
15
10
2
5 1
0
0 0 No
student Yes
business
Proffesion
man Service
Respondent

Yes No
Figure 2.10

Interpretation of Figure 2.10

58
When we look the graph of usage of cello Pen we find that 97% of the
respondent is using the cello Pen, and 3% of the respondent does not prefer
the cello brand.

11. Cello Pen Characteristics

59
 Studen
Cello Pen Characteristics t Businessman Profession Service Total
Smooth writing 12 7 2 1 22
Mechanism 4 2 3 3 12
Ink Quality 3 4 2 2 11
Appearance/Look 2 1 1 1 5
Brand image 13 7 3 5 28
Price 4 3 4 2 13
Variety 3 2 2 1 8
Other Specify 1 0 0 0 1
Total 42 26 17 15 100

Table 2.11

c e llo p e n c h a ra c te rs tic s

10
O t h e r S p e c ify

V a rit e y 3 2 2 1

P ric e 4 3 4 2

B ra n d im a g e 13 7 3 5
characterstics

A p p e ra n c e / L o o2k 1 1 1

In k Q u a lit y 3 4 2 2

M e c h a n is m 4 2 3 3

S m o o t h w rit in g 12 7 2 1

0 5 10 15 20 25 30

re sp o n se

s t u d e n t b u s in e s s m aPn ro ffe s io nS e rvic e

Figure 2.11

60
sInterpretation of Figure 2.11
When we say about the cello pen characteristics we can say that 22% of the
respondent like it because of Smooth Writing, and 12% of the respondent say’s
that they like it because of its Mechanism, and 11% of the respondent say’s that
its ink Quality is best, and the 5% of the respondent say’s that they like it
because of its Appearance/look, and 28% of the respondent say’s that its brand
image is best, and 13% of the respondent like its Price that’s why they prefer it,
and 8% of the respondent use pen because of its variety, and other are 1%.

12. Satisfaction Level

61
 Satisfaction level Student Businessman Profession Service Total
Highly satisfied 11 6 5 11 33
Satisfied 8 9 4 5 26
Average 9 8 7 1 25
Dissatisfied 1 2 0 1 4
Highly Dissatisfied 1 2 1 1 5
Other Specify 2 1 1 1 5
Total 33 28 18 20 100

Table 2.12

s a tis fa c tio n le v e l

O t h e r S p e c ify 2 1 1 1

H ig h ly D is s a t is fie d 1 2 1 1

D is s a t is fie d 1 2 0 1
level

A ve ra g e 9 8 7 1

s a t is fie d 8 9 4 5

H ig h ly s a t is fie d 11 6 5 11

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
r e sp o n se

s t u d e n tb u s in e s s m Pa nro ffe s io nS e rvic e

Figure 2.12

sInterpretation of figure 2.12

62
33% of the respondent are Highly satisfied with the cello Pen, and 26% of the
respondent are only satisfied with the cello pen, and 25% of the respondent are
at Average level with regard the usage of cello Pen, and 5% of the respondent
are Highly Dissatisfied with the satisfaction level of the cello Brand, and other
specify are of also 5%.

13. Considered yourself Loyal to cello?

63
Yourself loyal to cello Student Businessman Profession Service Total
Yes 17 12 9 21 59
No 8 12 7 4 31
Can't say 2 2 2 4 10
Total 27 26 18 29 100

Table 2.13

c o n s id e r e d y o u r s e lf lo y a l to c e llo

30 2 4
2
25 4
8
20 12 2
r e sp o n 1se5 7
21
10 17
12
9
5

0
s tu d e n t b u s in e s s m a nP ro ffe s io n S e rvic e

y e s n o c a n 't s a y
Figure 2.13

64
Interpretation of Figure 2.13
When we talk about considered yourself loyal to cello the 59% of the respondent
are in the favour of cello pen, and 31% of the respondent are not considered
yourself loyal to cello, and 10% of the respondent can’t say anything yourself
that they are not loyal to cello or loyal.

14. Price range would you considered?

65
 Price range Student Businessman Profession Service Total
1 to 5 6 5 6 3 20
5 to 10 4 8 7 6 25
10 to 20 12 8 7 11 38
20 above 6 9 1 1 17
Other specify 0 0 0 0 0
Total 28 30 21 21 100

Table 2.14

P r ic e r a n g e w o u ld y o u c o n s id e r e d

40
35 11
30
25 6 7
r e sp o n 2se0 3 11
6 7 8
15
9
10 5 8
12
5 6 4 6
0 0
1 to 5 5 t o 1 0 1 0 t o 2 02 0 a b o ve O t h e r
s p e c ify
p rice

s t u d e n tb u s in e s s m Pa nro ffe s io nS e rvic e

Figure 2.14

Interpretation of Figure 2.14

66
When we say that what price range would you prefer, 20% of the respondent
say’s that they prefer price range of 1 to 5, and 25% of the respondent says that
they prefer price range of 5 to 10, and 38% of the respondent says that they
prefer the price range of 10 to 20, and 17% of the respondent say’s that they
prefer the price range of 20Above, and rest of 0%.

15. If that brand is not available than next action will be.

67
 Next Action Student Businessman Profession Service Total
Wait for Same brand 11 4 3 17 35
Go to another Store 13 8 7 12 40
Purchased another brand 12 6 5 2 25
Other specify 0 0 0 0 0
Total 36 18 15 31 100

Table 2.15

If it n o t a va ilab le w h a t is n e x t a c tio n

40
0
35 02
12
30
25 12
re sp o n se20 13 0
6 0
15 5
10 8 17
11 7
5 4 3
0
s tudent bus ines s m an P roffes ion S ervic e

W ait for S am e brandG o to another S toreP urc has ed from other s tore
other s pec ify
Figure 2.15

Interpretation of Figure 2.15

68
If the particular brand is not available than, 35% of the respondent are wait for
that brand, and 40% of the respondent go to another store, and 25% of the
respondent purchased another brand, and other are 0%.

16. What is your next brand

69
 Switch to another Brand Student Businessman Profession Service Total
Today’s 3 2 2 3 10
Montex 11 9 1 1 22
Cello 12 7 8 7 34
Linc 6 3 4 2 15
Reynolds 2 6 3 2 13
Rotomac 0 0 1 0 1
Flair 1 0 1 0 1
Parker 1 0 1 0 2
Add Gel 1 1 0 1 2
Other Specify 0 0 0 0 0
Total 35 28 21 16 100

Table 2.16

w h a t is y o u r n e x t a c tio n

O t h e r S p e c0ify
A ddG el 1 1 0 1

P a rk e r 1 0 1 0

fla ir 1 0 1 0
R o to m a0c 1 0
brand

R e y n o ld s 2 6 3 2
L in c 6 3 4 2
c e llo 12 7 8 7
m ontex 11 9 1 1
To d a y s 3 2 2 3

0% 20% 40% 60% 80% 100%

r e sp o n se

s tu d e n t b u s in e s s m a Pn ro ffe s io nS e rvic e
Figure 2.16

Interpretation of Figure 2.16

70
If the respondent are switch to the another brand, then 10% of the respondent
are in the favour of Today’s Pen, and 22% of the respondent are in the favour of
Montex brand, and 34% of the respondent are in the favour of Cello brand, and
15% of the respondent are in the favour of Linc brand, and 13% of the
respondent are in the favour of Reynolds Brand, and 1% of the respondent are
in the favour of Rotomac, and also 1% of the respondent in the favour of Flair
brand, and 2% of the respondent are in the favour of Parker, and 2% of the
respondent are in the favour of Add Gel, and rest of are 0%.

17. Pen suitable for

71
 Pen Suitable for Student Businessman Profession Service Total
Student only 4 8 12 4 28
Service people only 6 11 8 7 32
Business Man only 4 7 3 1 15
Over all 4 6 12 3 25
Other Specify 0 0 0 0 0
Total 18 32 35 15 100

Table 2.17

Pen is suitable for

other Specify 0

Over all 4 6 12 3
category

Business Man only 4 7 3 1

Service people only 6 11 8 7

Student only 4 8 12 4

0 5 10 15 20 25 30 35

re sponse

student business man Proffesion Service

Figure 2.17

Interpretation of figure 2.17

72
When we ask the respondent about the cello brand they said that, 28% of the
respondent are in the favour of the student only, and 32% of the respondent are
in the favour Service people only, and 15% of the respondent are in the favour
business Man only, and 25% of the respondent are in the favour of overall
category, 0% are of the rest.

18. Back Pleasant Memories

73
 Studen
Back Pleasant Memories t Businessman Profession Service Total
Yes 12 9 35 19 75
No 5 4 2 2 13
Can’t say 4 3 2 3 12
Total 21 16 39 24 100

Table 2.18

b a c k p le a s e n t m o m p rie s

2 3
100% 4 3 2
2
80% 5 4

60%
R e sp o n se 35
19
40%
12 9
20%

0%
s tu de n t bu s in e s s m a n P ro ffes io n S e rvic e

Y es No c ant s ay
Figure 2.18

Interpretation of Figure 2.18

74
75% of the respondent is in the favour and they say that cello pen bring back
pleasant memories, and 13% of the respondent are not in the favour of that,
and rest of 12% can’t say anything about that

2. SWOT ANALYSIS

STRENGTH OF THE COMPANY

The following are the strength of the CELLO:-

 Designing and Mould Making: The Company is one of its kinds in the
country having its own exclusive designing and mould making facilities. This

75
enables the company to introduce new products at cheaper rate than its
competitors at high frequency and much lower risk.

 Mass Manufacturing: Companies Current production at CELLO plant is

9.50lakhs pen per day and at other two plants (Ringanwada and Kachigam) is
about 4.50 lakhs pieces per day contributing to Economies of Scale advantage to
company.

 High Quality & Low Cost: Due to mass manufacturing and In house Mould
making company is able to produce quality products at less cost adding to
Increased Profit margins.

WEAKNESS OF THE COMPANY

 Due to government restriction on maximum Investment limit in Plant and
machinery, it acts as a weakness to increase the plant capacity and investment
in the plant.

 The company cannot effectively compete with the unorganized player of the
industry due to delicacy and cheaper rate of theirs.

OPPURTUNITIES FOR THE COMPANY

 The Gel Pen Segment is growing very Rapidly and company has lot many gel
products. It can have opportunity to capture larger market share then it existing
share.

 Company is planning to set up a new units in (Somnath) that will make the
company unique in Instruments Industry as it will Produce Erasers, Sharpeners.,
Pencils and other office stationary to achieve it Vision.
 Rising Raw Material Prices of Plastic Granules and other will force the
unorganized and smaller players out of the market.

THREATS FOR THE COMPANY

76
 Per piece realization Increased Number of Domestic Players Enhancing
Competition Leading to probable Price and Advertisement war.
 For the companies in India Anti Dumping laws has helped much to provide
better and effective products.
 Duplication of the product and Design made by unorganized players may lead
to the downfall in the profit margin of the company.

Finding of the Study

Based on the analysis of data collected through the survey, we can conclude the
following:-

• Here the 20% of the respondent ay that cello is the brand which comes first
into their mind when they think of pens. Most of the student has this brand into
their mind and after cello Reynolds, and then Flair which come into their mind.

77
• From the Study it has found that 33% of respondent purchase pen with in
10 days, and other than that student purchase the pen more frequently rather
than another category of Occupation. Then it is been found that the service man
purchase the pen frequently within 1 week or 10 days.
• 27% of the respondent considered Add Gel for writing rather than any
other, after that they considered cello for writing, this indicate that cello has a
tight competition with Add Gel in the market.
• From the study it is found that 25% of the respondent prefers this brand just
because they had seen its Advertisement on T.V.
• The Study shows that 28% of the respondent are using cello brand because
if its characteristics, and 33% of the respondent are highly satisfied with the cello
brand.
• From the study it is found that 59% of the respondent is considered
themselves loyal to cello, and they prefer 10 to 20 price range of pen and they
are 38%.
• From the study it is said that 40% of the respondent are go to another store
if the particular brand is not available and 35% of the respondent are wait foe
same brand and rest of 25% purchased another brand

Conclusion

 From the study we can say that CELLO is a No 1 company regarding in

different brands of pen. It is a top leading company in the comparison of different
Brand.

78
 With this study and Analyzing, The Quality of pen was very satisfactory from
the consumer’s preference point of those. Satisfactory factors are mainly Style,
Appearance, Quality, Reasonable Price, Brand Image etc. So it is said that these
type of factor are noticeable at the time of buying behaviour of the consumer.

 Study was not only to recognize the customer preference of cello brand and
also for identifying the consumer satisfaction toward other brand.

RECOMMENDATION

The recommendation of the survey is as follows:-

79
• Most of the respondent are in favour of this brand, so to retain the existing
satisfied customer, CELLO must provide some promotion schemes like (1+1
Free), (1+ Refill Free), (Increase in Gel Pen Price), so that the organization can
sustain their customer for long in future.

• CELLO should make strategies to gain the position of highest preferable

brand into the market.

• Many respondents has purchased Cello brand pen just because of its price.

• Organization should provide comparative and competitive price of all

products in respect to other Brands.

Bibliography

Web site

1. www.celloworld.com

80
2. www.wikipedia.com

Reference book:-

1. Business Research Method (Tata McGraw-Hill)

2. Research Methodology (K. Ashwathapa)
3. Brand Management (Kalvin Keller)

Annexure
A study of consumer based brand Equity regarding Cello pen

Questionnaire

Introduction

81
Respected Respondent,

I am the student of R.K.Desai College of commerce and management, Vapi.

Conducting a survey on consumer based brand equity towards “Cello pen”. I
would be pleased, if you spare a few minutes to fill up this Questionnaire. All the
data given by you will be kept confidential.

Thanking You

Yours faithfully
Personal Information

Name: ……………………………………………………………

Permanent Address: …………………………………………

…………………………………………
…………………………………………
Contact No. …………….. Mob No. ………………………

Gender Male ( ) Female ( )

Age Below18 ( ) 18 – 25 ( )
26 – 33 ( ) 34 – 41 ( )
41Above ( ) Other Specify………

Education Uneducated ( ) Up to Primary ( )

Qualification Up to higher
Secondary ( ) Under Graduate ( )
Post Graduate ( ) Under 10th ( )
Under 12th ( ) Other Specify………..

Occupation Student ( ) Businessman ( )

Professional ( ) Service ( )
Other Specify …………..

Income Below 5,000 ( ) 5,000 to 10,000 ( )

10,000 to 15,000 ( ) 15,000 to 20,000 ( )
Other Specify…………

General Information

Q1. Which Brand comes first in your mind when you think of Pens?
Today’s ( ) Montex ( ) Cello ( )
Linc ( ) Reynolds ( ) Rotomac ( )
Flair ( ) Parker ( ) Add Gel ( )
Other Specify……………

82
Q2. How frequently do you Purchase Pen?
Daily ( ) 2days ( ) 5days ( )
1week ( ) 10days ( ) Other Specify………..

Q3. Which Brand of pen would you consider for writing?

Today’s ( ) Montex ( ) Cello ( )
Linc ( ) Reynolds( ) Rotomac ( )
Flair ( ) Parker ( ) Add Gel ( )
Other Specify……………

Q4. Why do you prefer this Brand of pen?

Status ( ) Style ( ) Price ( )
Quality ( ) Advertisement ( )
Word of mouth ( ) Friends & Relatives ( )
Other Specify ……………..

Q5. Which type/form of pen do you prefer?

Ball pen ( ) Gel pen ( ) Ink pen ( )
Other Specify……………

Q6. When you mostly use this Brand of pen?

Regularly ( ) Exam time ( )
Special occasion ( ) Other Specify……………

Q7. Have you ever heard about Cello?

Yes ( ) No ( )

Q8. How did you come to know about cello Brand?

Peer Group ( ) Cable Advertisement ( )
Newspaper/magazine ( ) Hoardings ( )
Point of purchase ( ) Other Specify ( )

Q9. Which form of cello pen are you aware of?

Ball pen ( ) Gel pen ( ) other Specify……….

Q10.Have you ever used cello pen?

Yes ( ) No ( )

Q11.How unique is cello pen in the terms of following pen characteristics?

Smooth writing ( ) Mechanism ( )
Ink Quality ( ) Appearance/look ( )
Brand Image ( ) Price ( )
Variety ( ) Other Specify…………

Q12.What is the satisfaction level after using the cello pen?

Highly Satisfied ( ) Satisfied ( )

83
 Average ( ) Dissatisfied ( )
Highly Dissatisfied ( ) Other Specify………..

Q13.Do you consider yourself Loyal to cello?

Yes ( ) No ( ) can’t say ( )

Q14.What price range do you prefer?

1–5 ( ) 5 – 10 ( ) 10 – 20 ( )
20 above ( ) other specify…………

Q15.If the particular Brand is not available, what will be your next action?
a. Wait for the same Brand ( )
b. Go to another store ( )
c. Purchased another Brand ( )
d. Other Specify…………

Q16.If you switch to another brand then which will be another Brand?
Today’s ( ) Montex ( ) Cello ( )
Linc ( ) Reynolds ( ) Rotomac ( )
Flair ( ) Parker ( ) Add Gel ( )
Other Specify……………

Q17.What do you think; this brand of pen is suitable for?

a. Student only ( )
b. Service people only ( )
c. Business man only ( )
d. Over all ( )
e. Other Specify ( )

Q18.Does the advertisement of this Brand pen bring back pleasant

Memories?
Yes ( ) No ( ) Can’t say ( )

Q19.Any other suggestion from your side for improvement?

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