Warm Greetings from

DHAANISH AHMED COLLEGE

OF ENGINEERING
Department of Management Studies
ABOUT THE INSTITUTION
Dhaanish Ahmed College of Engineering was established
in the year 2002 is a Self Financing Technical Institution
approved by AICTE, New Delhi and affiliated to Anna
University, Chennai.

The Institution presently offers SIX Undergraduate

Programs in Engineering and Technology, B.E. / B.Tech.
ECE, CSE, EEE, Civil, Mechanical and Petroleum
Engineering and THREE Post Graduate Programs in
Engineering, Technology and Management i.e., M.E. -
Applied Electronics, CSE and M.B.A.
Department of Management Studies
DEPARTMENT OF MANAGEMENT
STUDIES
The Department of Management Studies began its
journey in the year 2005 through its M.B.A.
programme, and it has an objective of providing
quality management education and thereby moulding
students as competent, high profile business
executives, entrepreneurs and socially responsible
corporate citizens.

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INTRODUCTION

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Studies
ABOUT RORITO
US-based pen maker Reynolds' Indian licenseeGM
Pens International has decided to go solo and plans to
become a global player with its own Rorito brand.
The company sells around 27 lakh pens per day, with

the range starting from Rs 5-400 and close to 80% of

the volumes are from the Rs 5-10 categories.
The main objective of Rorito is to match Reynolds

Sales volume.

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STATEMENT OF THE PROBLEM
The Project aim is to study the
Brand Awareness and the Buying
Behavior towards Pens among
school students reference to
RORITO Pens, will help the
company to determine its Brand
Power among the Consumers
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OBJECTIVE OF STUDY
To identify the Brand Awareness and the buying
behavior towards pens among school students in Chennai
and Kancheepuram District.
To study the factors which influence the consumer in
choosing various Pens.
To identify the factors which determine the selection of a
particular brand.
To find out the effectiveness of advertisements for Rorito
Pens.

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SCOPE OF THE STUDY
Firstly, future studies should focus on larger samples
taking into consideration of various group differences
among the people of Tamilnadu which may reveal
better picture on consumer perception and
preferences.
Secondly, future researchers could be taken into

consideration that, the respondents who pursue their

under graduation and post graduation as the
educational qualification since the said respondents
may be brand conscious.
Department of Management Studies
 Thirdly, the future researchers can study about
the perceptions of the respondents those who
are unaware about the specific brand.
Fourthly, the researchers can analyze the

consumer preferences based on more complex

interactions on different dimensions.
Finally, the future studies could be focused on

capturing the cultural values and beliefs on

Consumer Preferences.
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LIMITATIONS OF THE STUDY
The study is limited only to the school
students from standard V to IX in the schools
that are located in Chennai and Kachipuram
districts.

Due to time constraints, this study was

restricted only to twenty schools that are
located in Chennai and Kachipuram districts.

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 REVIEW OF
LITERATURE

Department of Management Studies

REVIEW OF LITERATURE
Review of literature shows the previous studies
carried out by the researcher in this field. Previous
studies are reviewed in order to gain insight into
extent of research. The research problem can be more
understood and made specific referring to theories,
reports, records and other information made in
similar studies. This will provide the researcher with
the knowledge on what lines the study should
proceed and serves to narrow the problem. The main
objective of the study is to measure Brand Awareness
of TNPL products among the people
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 RESEARCH
METHODOLOGY

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RESEARCH DESIGN
As research design is the
arrangement of the conditions and
analysis of data in a manner that aims
to combine relevance to the research
purpose with economy in procedure.
The study is descriptive in nature.
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SOURCES OF DATA COLLECTION
primary data is collected from the respondents
through the well structured questionnaire. The
data was collected through direct and indirect
methods that are directly from the respondents
in schools that are located in The Chennai and
Kanchipuram districts.
The secondary data was collected from

magazines, HR manuals, Internet and also

from the textbooks available in library.
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SAMPLING DESIGN
A sample design is a definite
plan for obtaining a sample from
a given population. The survey
was conducted from a population
of 322 students was taken and
then the survey was conducted.
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SAMPLING TECHINQUES
Stratified random sampling- A stratified random sample
is a population that requires the population to be divided
into smaller groups, called 'strata'. Random samples can be
taken from each stratum, or group.
Sampling unit- The targets sampled in this research were

the students who have been selected in ten schools from

Kachipuram district and ten schools from Chennai district.
Sample size and area- The sample size collected for this

research is 322, which has been collected from the schools

that are located in Chennai and Kachipuram districts.

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HYPOTHESIS
A Hypothesis is a Tentative Statement.
Once the statement is confirmed it may
become Theory. At the same time it
should be noted that the theory accepted
at one point of time becomes irrelevant at
some other time. In such a case a new
hypothesis is born, tested and if accepted
becomes a theory.
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Studies
HYPOTHESIS USED IN THIS STUDY

Null Hypothesis:
Null Hypothesis formulated only to
test whether there is any relationship
between variables related to the
problem being studied. Usually the
Null Hypothesis is formed as a
Negative Statement.
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Studies
HYPOTHESIS OF THE STUDY
Hypothesis 1: There is no significant relationship
between the gender and the factors influencing to buy
the specific brands.
Hypothesis 2: There is no significant relationship

between the age group and the factors influencing to

buy the specific brands.
Hypothesis 3: There is no significant relationship

between the gender and the advertising media which

is influenced the most.
Hypothesis 4: There is no significant relationship

between the age and the advertising media which is

influenced the most.
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Studies
 Hypothesis 5: There is no significant relationship between
the gender and the factor made to buy the Rorito pens.
Hypothesis 6: There is no significant relationship between

the age and the factor made to buy the Rorito pens.
Hypothesis 7: There is no significant relationship between

the gender and the satisfaction level of using the Rorito

pens.
Hypothesis 8: There is no significant relationship between

the age and the satisfaction level of using the Rorito pens.

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ANALYSIS & INTERPRETATION

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TOOLS USED FOR DATA ANALYSIS

Percentage Analysis.
Graphical Analysis.
Frequency Analysis.
Chi-square Analysis.

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Studies
AWARENESS OF PEN BRAND
Awareness of Pen Brands No of Respondents(Freq) Rank

Rorito 274 1
Cello 201 2
Flair 185 3
Montex 45 4
Natraj 37 5
Trimax 36 6
Fountain 27 7
Camelin 23 8
Claro 16 9
Parker 13 10
Linc 12 11
Hero 11 12
Addgel 7 13

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TYPE OF SCHEME AFFECTS THE BUYING
DECISION
NO.OF RESPONDENT

OTHERS

FREE PEN
NO.OF RESPONDENT

DISCOUNT ON PRICE

EXTRA REFILL

0 20 40 60 80 100 120 140 160 180 200

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FACTORS INFLUENCING TO BUY THE SPECIFIC
BRAND PEN
NO.OF.RESPONDENT
180

160

140

120

100 NO.OF.RESPONDENT

80

60

40

20

0
ADVERTISEMENTR STYLISH LOOK FOIL GRAPHICS PRODUCT DESIGN WRITING PERFORMANCE

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FACTORS MADE TO BUY RORITO PENS

NO.OF RESPONDENT

SHOPKEEPER
PEER PRESSURE
ADVERTISEMENT
BRAND AMBASSADOR
OTHERS

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BRAND AMBASSIDOR OF RORITO PENS

NO.OF RESPONDENT

VIRAT KOHLI
SACHIN TENDULKAR
M.S.DHONI
VIRENDRA SHEWAG

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SATISFACTION LEVEL OF RORITO PENS

NO.OF.RESPONDENT

HIGHLYDISSATISFIED

DISSATISFIED

NO.OF.RESPONDENT
NEUTRAL

SATISFIED

HIGHLYSATISFIED

0 20 40 60 80 100 120 140 160 180 200

Department of Management Studies

FINDINGS OF THE STUDY
In this section the findings of the study A Study on
Brand Awareness and Buying Behavior towards
pens among school students with reference to Rorito
pens based on a sample of 322 respondents from
Chennai and Kacheepuram district is presented.
The majority (54.3%) of the respondents were male
The majority (39.1%) of the respondents fall under

the age group of 12-13 years.

The majority (51.9%) of the respondents had been

chosen the answer of Writing Performance was

the factor to buy the specificDepartment
brand pen.of Management Studies
 Out of 322 sample respondents, 274
respondents (i.e.85%) had been chosen the
answer of Rorito was the pen brand that
they were most aware of.
Out of 322 sample respondents, 174

respondents (i.e.54%) had been chosen the

answer of T-max was the sub-brand that
they were most aware of.
The majority (37.9%) of the respondents had

been Satisfied of using the Rorito pens.

Department of Management Studies
SUGGESTIONS
This Study on Brand Awareness and Buying Behavior
towards the impact on Rorito Pens is an accumulated
and simple evidence to show that it is an important
and pervasive phenomenon.
The findings suggest several factors that need to be

considered in the buying behavior pattern of the

consumer, especially when it comes to reform the
brand name.

Department of Management Studies

 The findings suggest that brand awareness of
sub-brands among Rorito pen brands need to
be addressed using different strategies as in
majority of the cases there exists no significant
difference among the respondents on the
factors influencing to buy the specific brands.
Also Brand managers need to understand that

consumers learning and attitude towards

brand awareness and buying behavior pattern
differ at various levels of experience in using
them. Department of Management Studies
 Price setting for the renovated brand must
be given due importance in order to
attract potential customers. Considering
this fact marketers need to pack products
with maximum features/benefits in order
to win consumer attention. Higher price
brands may be associated with more
product features/benefits and higher
quality. This can result in positive
feelings towards the brand.
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CONCLUSION
Brand awareness is the most important factor when
purchasing the first time in an unknown environment.
An important contribution of this study is that it

proposed and tested hypothesis establishing the

relationship between the various factors affecting
consumers and their preferences/perceptions for
brand renovation using a sample.
This study is among the pioneer and micro analytic

tests of hypothesis provides insights into important

factors governing brand rejuvenation and buying
behavior of consumer.
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 Studying the factors influencing the consumer
preferences for brand awareness is a significant
contribution.
At the same time, this study found out consumers

perception towards brand of Rorito Pen and their

impact on existing brands image.
It has thrown a newer dimension for marketers to

consider a pattern of consumer buying behavior among

the educated consumers.
The media specially transfer the information from one

consumer to another and Social Medias assist the

consumer to share their thoughts quickly and widely.
Department of Management Studies
THANK YOU

FROM,
ASWINI P G
GNANASHANKAR A R
MADAN KUMAR M
MANIKANDAN R
RAMYA R
SUBRAMANIYAM P
Department of Management Studies