27-02-2013, 11:00 AM
A SUMMER TRAINING REPORT ON CONSUMER BUYING BEHAVIOUR FOR BALL PENS
A SUMMER TRAINING REPORT.doc (Size: 1.52 MB / Downloads: 31)
EXECUTIVE SUMMARY
Today the significance of project work has greater importance in business world. Practical knowledge is as important as theory so that one thing is said, “Practice makes a men Perfect “ In order to get acquainted with how theoretical concepts are being followed at TWPL, I have tried to take an overview of all departments of the company and its working mechanism.It has given me a chance to learn a lot in the process.
My topic for the study is on “Consumer Buying Behaviour about pens”. Pen is a product, which is used by each and every person. There are various brand’s of pen in the market of different types Price, Colour, 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 Behaviour .Of course it is very difficult to describe consumer buying Behaviour about pen; seven though I have tried to find how the consumer purchases a particular brand
INDUSTRY OVERVIEW
There has been a need to document through the use of writing instruments since the dawn of makind.Pens and Pencils continue to be the staples of everyday life and indispensable items for everyday use.Wriritng Instruments continue to play integral part in the life of particularly every Business, School, and household. The advent of computers and related technologies has yet to make writing industry and Instruments Slow Paced and Obsolete. In fact, the writing Instruments embraces the evolution of technology by incorporating it into new products and using it to enhance business aspects and client services.
The size of the writing Instruments Industry in India is estimated at about Rs 1800 Crores of which organized players account for 70% of the market share and the unorganized players for the rest. The industry Grew by about 15% in 2004-05 and by 13.5% in 2005-06,largely driven by the growth of organized sector, indicating that consumer are responding favourably to Quality and Branding. It is expected that promotion, easy availability, and affordability, branded off make will accelerate and help the organized sector eat into unorganized Presence.
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 50000 Crores.(p.a) where USA Markets grew by 5% last year (2005-06) and is expected to grow by the same Proportionate at this time too. China controls approximately 10% of the global market, due to it manufacturing Process. India is becoming most preferred manufacturing destination after china. Indian Products Quality is among best in the world, Compared to china Mass Market Products. Indian Market is Growing healthily at 15 to 20% and is Expected to Grow with same Rate for upcoming 2 to 3 years (acc to CAGR)., where the organized sector now controls 70%+ market share as compared to 54% up to 2000.
ABOUT TODAYS COMPANY
Todays Writing Products Limited (TWPL), Incorporated in April 29,1992 as Creative Stationo Products Ltd By promoter Rajesh.K.Drolia, a first Generation Entrepreneur is one of the leading manufactures of pen in India. Company has now changed it names from Creative Staiono to Todays writing Products Limited since October 1995.The company came up with it maided public Issue at par in April 1996, which was oversubscribe two and half times.TWPL has been awarded with " Certificate For Excellence' by the "Writing Instrument Manufacturer's Organization Of India for the Year 2001-02, & 2002-03.
MAINTENANCE ACTIVITY
In simple Maintenance is understood as a set of activities which help keep the plant machinery, equipment, and other tools and fixtures in operating and running condition to avoid losses and accidents during the production. It is understood as the function of manufacturing management that is concerned with day to day problem of keeping the physical plant in good operating condition.
In a companies like "Todays Writing Products Limited" where the daily production of pen is approximately accounted to 10 lakhs pieces a breakdown in machine can cause huge financial and market losses to the company. Company also is known domestically and internationally as a quality pen supplier and thus for all that effective maintenance is required, Company is also aware about the same and is having a very competent team of maintenance Engineers to ensure smooth and efficient functioning of the Plant and continuous Production Process.
CONCLUSIONS
Cello Brand enjoys market leadership position and it is also prefer by the majority of the consumer for writing among different brands OF Pen available in the market.
In different types of Pen, Bullpen is preferred by most of consumer’s and they have ranked Ball-Pen as No 1 among different Types of pen
Blue Colour is preferred by the consumer among different Colour’s
Majority of the Consumer prefer Ball Point of 0.5 & 0.6 mm and they like Crispy and Fluent hand writing as this point size gives the desired writing to consumers
Most of the consumers Buying Decision is not only influenced by any specific single characteristics but it is influenced by either the combination of more than 1.Thus majority buying decision is influenced by Performance of Pen in Total,Of course in different consumer segments there are different characteristins impacting buying Decision.